Advertising
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This document provides an overview and outline for an advertising course. The course aims to help students understand the role of advertising in marketing communications and consumer behavior. Students will learn how to develop advertising strategies and plans, examine creative execution and production techniques, and evaluate advertising effectiveness. The course will cover topics like branding, integrated marketing communications, media planning, and the societal impact of advertising. It includes a schedule of lecture topics, assignments, reading materials and grading criteria.
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This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
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Advertising in India has evolved significantly over time. It began as a way to simply inform the public but grew to persuade people to buy products and services. Early advertising relied on print media like newspapers. Major events in the early 20th century like the Swadeshi movement and installation of printing presses helped advertising grow. Over the decades, advertising expanded its services and became more professionalized with the establishment of groups like the Advertising Agency Association of India. New media in recent decades, especially television and the internet, have accelerated growth and transformed the Indian advertising landscape.
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Advertising in India has evolved significantly over time. It began as a way to simply inform the public but grew to persuade people to buy products and services. Early advertising relied on print media like newspapers. Major events in the early 20th century like the Swadeshi movement and installation of printing presses helped advertising grow. Over the decades, advertising expanded its services and became more professionalized with the establishment of groups like the Advertising Agency Association of India. New media in recent decades, especially television and the internet, have accelerated growth and transformed the Indian advertising landscape.
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This document provides an overview of advertising agencies, including their definition, features, functions, benefits, types, factors to consider when selecting one, and organizational structures. Key points:
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Media Planning is a part of Fashion communication. The brand name used in the presentation is hypothetical and pictures so used are just for the sake of supporting it.
PICTURE credits: Google.com, Pinterest.com
The ppt is prepared by Vanjul Jain, Divya Rao, Jjwala Sekar and Arunraj
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The document discusses the key aspects of the media planning process. It begins by defining media planning as a series of decisions to deliver promotional messages to prospective customers through various media options. It then outlines the basic components of a media plan, including objectives, strategies, media choices, and scheduling. The document also describes the steps in media planning such as collecting market information, setting objectives, developing strategies, selecting media classes and vehicles, and evaluating outcomes. Additionally, it covers factors that influence planning like budgets, markets, and competition, as well as terminology used in media planning.
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The document discusses the elements and principles of advertising layout. It defines layout as the format that combines elements like headlines, body text, images. The key elements are headlines, subheads, captions, illustrations, and body copy. Principles for a good layout include balance, movement, unity, clarity, and emphasis. Different types of layouts serve different purposes, such as thumbnail sketches, rough layouts, and finished layouts. The document also covers mechanics of layout like measuring space and indicating tones and typefaces.
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A collection of some of the most widely used models which are supposed to explain how advertising works. But don't tell you how to do it!
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The document describes several marketing models that outline the typical stages a consumer progresses through when engaging with advertising or promotional materials for a product.
The most well-known model is AIDA, which stands for Attention, Interest, Desire, and Action. It proposes that marketing communications should first grab the consumer's attention, then build their interest by focusing on benefits, develop desire by convincing them the product will satisfy their needs, and finally prompt them to take action such as a purchase.
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The document discusses advertising layout and its purpose and components. It defines layout as the overall structure and arrangement of advertising elements like headlines, images, text, etc. The goal is to effectively present these elements to maximize viewer attention. It then lists and explains the various components that make up an ad layout as well as different format styles. Finally, it outlines the steps involved in designing layouts, from initial thumbnail sketches to final approvals.
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This document discusses the role and importance of advertising. It defines advertising and outlines its key features and objectives, which include communicating information about products and services, promoting sales, and introducing new products. The document also examines the importance of advertising for businesses and society, how it contributes to economic growth, and its role within an organization's marketing mix. In conclusion, it states that advertising is essential for promoting sales, creating goodwill for companies, and educating consumers.
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Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
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Kotler chapter 15
The document provides an overview of advertising and public relations. It discusses setting advertising objectives like informing, persuading and reminding target audiences. It also covers evaluating advertising effectiveness, selecting advertising media, and developing advertising strategies and messages. For public relations, it outlines common tools like press relations, product publicity, and lobbying. It describes the role of public relations in building awareness through lower-cost and higher-impact means than advertising.
Module 8 the promotional mix (2)
The document provides an overview of advertising and public relations. It discusses setting advertising objectives like informing, persuading and reminding target audiences. It also covers evaluating advertising effectiveness, selecting advertising media, and the major tools of public relations like press relations, product publicity, and lobbying. Public relations aims to build good corporate image and relations with various stakeholders at a lower cost than advertising.
Module 8 the promotional mix (2)
The document provides an overview of advertising and public relations. It discusses setting advertising objectives like informing, persuading and reminding target audiences. It also covers evaluating advertising effectiveness, selecting advertising media, and the major tools of public relations like press relations, product publicity, and lobbying. Public relations aims to build good corporate image and relations with various stakeholders at a lower cost than advertising.
Advertising Planning and Strategy.ppt
The document discusses key aspects of developing an advertising plan, including performing a situation analysis, setting objectives, developing message and media strategies, and determining budgets. It emphasizes the importance of setting measurable objectives that are specific to the target audience and timebound. Several methods for budgeting advertising are also reviewed, such as percentage-of-sales and competitive parity approaches. Factors related to new product advertising success and the relationship between advertising, sales, and profits are additionally examined.
Communication strategies
This document discusses integrated marketing communications (IMC), including the need for IMC, the IMC process, developing marketing communications, setting promotional budgets, and ensuring socially responsible communications. The case study of UPS repositioning itself and implementing a new campaign using various communication channels is provided as an example of IMC.
Imc
The document provides an overview of integrated marketing communications (IMC), defining it as a planning concept that evaluates various communication disciplines including advertising, direct marketing, interactive marketing, sales promotion, and public relations to provide clarity, consistency and maximum impact. It discusses the reasons for the growing importance of IMC and describes various IMC tools and how they are used, including different types of advertising, direct marketing, interactive marketing, sales promotion, publicity and public relations.
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An Introduction To Integrated Marketing Communications
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Advertising
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