Advertising
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Advertising is defined as a paid form of communication used to promote ideas, goods, and services. It aims to encourage or manipulate an audience to take action. Advertising has existed for thousands of years in various forms like street callers, papyrus, and handbills. Its main functions are to inform, persuade, and convince audiences while also acting as a reminder and reinforcing messages. Effective advertising considers objectives, target audiences, messaging, placement, and measurement. It can generate sales and brand awareness but also increase product costs and potentially mislead or disturb audiences. A variety of media are used including print, broadcast, outdoor, direct, mobile, and online advertising. Shock and surrogate advertising are more unconventional forms that aim
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Advertising
- 2. Definition ““Any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor” ------- Philip Kotler Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action ------- Wikipedia
- 3. History 4000 BC Street callers, town cries Papyrus – Egypt, Greece, Rome Rock art, Wall paintings - Asia, Africa, and South America Handbills and posters – plays, recruitment for military
- 4. Pictures of ancient ad
- 5. Functions of Advertising Inform function Persuasive Function Convincing Function Reminder Function Reinforcing Function
- 6. Advertising Planning What do i want my advertising to accomplish? Whom What should my advertising speak to? should my advertising say? Where should I place my advertising?
- 7. 5 M’s of advertising Money Measure ment Media 5 M‟s Mission Message
- 8. Advantages of Advertising Generate sales Increases brand awareness Sharing information, educating people Helps create goodwill Knowledge of competitors Cost effective method to communicate to mass audience
- 9. Costly Functions Increases the cost of the commodity Misleading claims Disturbing ethics and culture Establish Monopoly- Small industries suffer Influences purchasing power/Creating unrequited desire Misuse of advertising
- 10. Medias used in Advertising Print Advertising Guerrilla Advertising Broadcast Advertising Outdoor Advertising Direct Advertising Cell phone and Mobile Advertising Online Advertising
- 14. Shock Advertising Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” They include lewd or tasteless sexual references or obscenity, vulgarity, brutality, nudity, gruesome or revolting scenes, or violence
- 15. Features Huge Impact On Consumer Purchases Brand Image: This Impact May Be Positive Or Negative Shock advertising is not for everybody. Shock advertising creates curiosity Brands And Government Organizations Are Using Shock Advertisements In India Axe Zatak Denver Deo Amul Macho Cancer Society Of India Etc
- 16. Pics
- 18. Surrogate Advertising: Softly promoting hard products Surrogate advertising of products is done by promoting other products under the umbrella of the original brand. It includes promotional products like audio Cds, Cassettes, Apparels etc. Bagpiper : Club soda Imperial Blue : Music CD's 'Men will be men„ Royal Challenge : Golf accessories, music CD's and mineral water.
- 20. Advertising Campaign A coordinated series of linked advertisements with a single idea or theme. Broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.
- 21. Bubbles — the Pears' Soap Advertising Innovation 19th century Thomas Barratt- "the father of modern advertising "fine art" used to connote the brand's quality, purity (ie untainted by commercialism) and simplicity (cherubic children). ""Good morning. Have you used Pears' soap?" Pears Annual "Miss Pears“
- 22. LUX – 20th century Celebrity endorsement Calendar's Cash Prices “soft, youthful, lovely, feminine”
- 23. Coca cola Advertising Campaign London Olympics Public Service Initiative
- 24. Conclusion Attracting customers Builds brand loyalty Build sales Improving the Bottom Line
- 25. Thank you !
Editor's Notes
- Convince, remind, reinforce Inform, persuade, convince, remind, reinforce.-----
- Pepsi: oyebubly, asian paints badyahaiAlphelebr: lagerahoIMC
- Guerrilla Advertising : flash mobs, grafiti low cost , to attract attention of a mixed group of peopleThomas Barratt- "the father of modern advertising