The document provides an introduction and overview of advertising. It defines advertising as a paid form of non-personal communication using mass media to inform or influence people about goods, services, or ideas. Advertising helps companies sell large quantities of mass-produced goods and informs consumers about new products. The development of advertising is then traced from early signs and notices to the growth of newspapers and mass media in the industrial era. Key players in advertising like advertisers, agencies, media, and audiences are also outlined.

1. INTRODUCTION TO ADVERTISING
By: Gunjan Sharma
Assistant Professor
SIJMC, Meerut

2. DEFINITION AND CONCEPT
 Advertising is a OMNIPRESENT,
INTRUSIVE, ENTERTAINING ……..
 It try to INFORM / EDUCATE/ PERSUADE
 It help us to take buying decision.

3. WHAT IF THERE WERE NO
ADVERTISING?
 There will be NO hoarding, bill-board, posters, wall
writing etc.
 NO Television Commercial and other services.
 And remaining all Programme would be without
detailed news items, sports and other
entertainment Programme .
 Most of the news paper and magazine would stop
publishing OR highly expensive.
 The process of Mass Production and Mass
consumption will effect.
 NO information about the Price and Range of the
product.

4. WITHOUT ADVERTISING
THERE WILL BE LOSS IN MARKET
AND MOST OF THE
COMPANIES PRODUCTS
WOULD SIMPLY
DISAPPEAR
FROM THE MARKET

5. WHAT IS ADVERTISING ?
 For common people advertising is TV commercial,
radio jingles, Print advertisement.
 OR…… Selling is an advertising.
 PROMOTION is advertising.
By Jeremy Bullmore of J.W.Thompson Agency
“Advertising is any paid for communication
intended to inform or influence one or more
people ”

6. DEFINITION
“The dissemination (Publicity)of information
concerning an
IDEA, SERVICE or PRODUCT
to compel action in accordance with the
interest of the advertiser ”
it means
It tells about the advertisement being a kind of
communication about the product , services or idea
and it being Goal-oriented.

7. DEFINITION
Prof. James E Littlefield and Prof. C.A Kirkpatrick
Mention in their book (Advertising : Mass
Communication in Marketing)
“Advertising is mass communication of
information intended to persuade buyers
so as to maximize profit ”

13. DEFINING ADVERTISING
AMA (American Marketing Association ) Defines
“Advertising is any form of Non personal
presentation of goods, services or ideas for
action openly paid for by an Identified Sponsor
using Mass Media to Persuade or Influence one or
more person.”

14. ANY FORM
 It could be sign , symbol, illustration, verbal
Message etc.

15. NON PERSONAL PRESENTATION
 Ogilvy & Mather Ltd /Corporate office – New York, USA
| Establishment – 1948
Business – Advertising, Marketing | Website – www.ogilvy.com |
Ogilvy & Mather is a well known and among the top Advertising
companies in India founded by David Ogilvy and has offices in
more than 150 countries worldwide. Some of the notable ad
campaigns done by Ogilvy & Mather includes Cadbury Dairy Milk
and Vodafone.
 JWT Hindustan Thompson Associates /Corporate office – New York,
USA | Establishment – 1864 |Business – Advertisement and Marketing
| Website – www.jwt.com |
One of the oldest advertisement company in the world, JWT was
founded in year 1864. The company has been operating in more
than 90 countries worldwide and taken over Hindustan Thompson
in the year 2002. It is a leading advertisement company in India
which has notable clients such as nestle, Unilever, DTC etc..

16. NON PERSONAL PRESENTATION
 Rediffusion – DY&R /Corporate office – New Delhi,
India |Business – Advertisement | Website –
www.wpp.com/ |
Rediffusion is a part of WPP group which is rated one
among the leading advertising agencies in India. The
company offers various services which includes
advertisement, consultancy, web design, social media,
promotion and program setups.
 Mudra Communications Ltd /Corporate office –
Ahmadabad, Gujarat | Establishment – 1980
|Business – Advertising and Marketing | Website –
ddbmudragroup.com |
Mudra Communications Ltd. founded in 1980 a
Omnicom/DDB Worldwide Group company is a leading
advertising company in India. It has offices in fifteen
cities in India. Its clients include HDFC , Akai, Future
Group , Ashok Leyland, Asian Paints, Bata, Cipla, Aircel
& Reebok.

17. NON PERSONAL PRESENTATION
 McCann-Erickson India Ltd /Corporate office – U.S.A
| Establishment – 1930 |
Business – Advertising | Website – mccann.com |
A highest ranked company in the advertising agencies in India
McCann has offices in 120 countries. McCann has been
awarded the Global Agency of the Year by Adweek thrice.
Some of the iconic ads created by McCann Erickson includes
Coca Cola, MasterCard commercial and Nescafé.
 Pressamn Advertising and Marketing Ltd /Corporate
office – Kolkata, West Bengal | Establishment – 1960’s|
Business – Advertising | Website –
www.pressmanindia.com |
Pressman is a well known name in the advertising industry in
India, having presence in many cities includes Siliguri,
Mumbai, Kolkata, Delhi, Chennai, Bhubaneswar, Hyderabad,
Bangalore, Nagpur, Guwahati and Patna. Pressman is India’s
ISO 9001:2008 certified agency.

18. NON PERSONAL PRESENTATION
 FCB-Ulka Advertising Ltd /Corporate office – Mumbai,
Maharashtra | Establishment – 1961 |
Business – Advertising | Website – www.draftfcbulka.in |
FCB-Ulka established in 1961 is consistently maintaining its
position in the top 10 Advertising agencies in India since its
inception. FCB-Ulka has its presence in 92 countries having
150 offices across the world.
 RK Swamy BBDO Advertising Ltd /Corporate office –
Mumbai, Maharashtra | Establishment – 1973 |
Business – Advertising | Website – www.rkswamybbdo.com |
RK Swamy started the advertisement business in year 1973
and became leading brand since then. The company merged
with BBDO and renamed it to RK Swamy BBDO advertising. It
deals with giant MNC’s and national companies and corporate
such as Air India, Mercedes-Benz, Piaggio, Asia motors,
Volvoline cummins etc.

19. NON PERSONAL PRESENTATION
 Trikaya Grey Advertising (India) Ltd /Corporate office –
New York, U.S. | Establishment – 1917 |
Business – Advertising, Entertainment, Marketing
| Website – www.grey.com |
Grey offers variety of services like advertising, marketing,
entertainment, customer relationship management etc. Based
in New York, U.S. company has offices in 96 countries
including India, Bangladesh, Thailand, Malaysia, Canberra,
Korea and more. Company’s clients includes
GlaxoSmithKline, Procter & Gamble, Volkswagen and other
renowned brands.
 Chaitra Leo Burnett Pvt Ltd /Corporate office – Chicago,
United States | Establishment – 1992 |
Business – Advertising | Website – leoburnett.co.in |
Rated among the top 10 advertisement agencies in India, Leo
Burnett is a Chicago based advertisement company
established in 1998. The company is operating in India from
their regional offices based at Bangalore, Karnataka. It has
over 100 offices located in different parts of the world.

20. INDIA’S 10 LEADING ADVERTISER BY MEDIA:
• Hindustan Unilever ($ 376 m) JWT Hindustan Thompson
• Proctor & Gamble ($ 114 m) Trikaya Grey Advertising (India) Ltd
• Coca-cola Company ($ 95 m) McCann-Erickson India Ltd
• Godrej Industries ($ 80 m) Pressman Advertising Ltd.
• Colgate –Palmolive ($ 67 m) Rediffusion Y&R
• PepsiCo ( $ 62 m) JWT Hindustan Thompson
• Nirma Chemicals ($ 52 m) Purnima Advertising Agency
• Nestle ($ 50 m) JWT Hindustan Thompson
• Dabur India ($ 49 m ) Starcom MediaVest Group

21. GOODS

22. SERVICES

23. PAID FORM

24. IDENTIFIED SPONSOR

25. USING MASS MEDIA

27. THE KEY PLAYERS
• Advertiser (client)
• Agency
• Media
• Audience/ Consumer
• Uses advertising to send
out a message about its
products, Service or ideas
etc.
• Approves audience, plan
and budget
• Advertiser could be any one
organization, institution,
government, marketers etc.

28. THE KEY PLAYERS
• Advertiser (client)
• Agency
• Media
• Audience/ Consumer
• They Plan, Produce and
place the advertisement in
the media
• Has strategic and creative
expertise, media
knowledge, workforce
talent, and negotiating
abilities
 Advertising department
 In-house agency

29. THE KEY PLAYERS
• Advertiser (client)
• Agency
• Media
• Audience/ Consumer
• The channels of
communication that carry
the message to the
audience
• Mass media advertising
can be very effective
because the reach of mass
media is very high i.e
Print /Radio/ Television/
New Media

30. THE KEY PLAYERS
• Advertiser (client)
• Agency
• Media
• Audience/ Consumer
• The Targeted
audience for the
advertising message
• Data-gathering
technology improves
accuracy of
information about
customers

31. ROLES OF ADVERTISING
• Marketing
• Communication
• Economic
• Societal
• The process a
business uses to
satisfy consumer
needs by providing
goods and services
• Product category
• Target market
• Marketing mix – Above
the line media/
Below the line media
• Brand

32. ROLES OF ADVERTISING
• Marketing
• Communication
• Economic
• Societal
• Can reach a mass
audience
• Create the image of
product
• Explains importance of
the product
• Recall the product
• Persuades

33. ROLES OF ADVERTISING
• Marketing
• Communication
• Economic
• Societal
• Moves from being
informational to creating
demand and consumer
purchase the product .
• Advertising increases the
price sensitivity and
stimulates competition

34. ROLES OF ADVERTISING
• Marketing
• Communication
• Economic
• Societal
• Informs consumers about
new improved product
• Mirrors fashion and
design trends
• Teaches consumers
about the use of new
products
• Helps to compare the
product
• Improves lifestyle

35. THE FUNCTIONS OF ADVERTISING
• Builds awareness of products and brands
• Creates a brand image
• Provides product and brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand experiences

36. HISTORY AND DEVELOPMENT OF ADVERTISING
 Earlier people use hand tools to produce goods
 Lives in community and do bartered goods.
 First Greek & Roman Merchants develop business
practice.
 They hung carved sign in front of their shop
 Symbolic Visuals
 Signboards etc.
 Clay slabs, wooden boards
 Stone Tablets.

39. INFORMATION NOT PERSUASION
 Major objective is to reaching the prospective
buyer with proper information of goods and
services.
 Advertising moved to new level with the invention of
Printing Press and movable types Johann
Guttenberg in the 1440.
 Slowly people started using Printed Material to
promote their products in 15 century
 The oldest print advertisement in the United
kingdom was published in 1477 “The Pyes of
Salisbury”

40. The seven-line Advertisement reads in its archaic spelling:
"If it plese any man spirituel or temporel to bye ony pyes of two
and thre commemoraios of Salisburi use empryntid
after the forme of this preset lettre whiche ben wel and
truly correct, late hym to come to Westmonester in to the
almonry at the reed pale and he shal have them good chepe.
Supplicio stet cedula

41.  In early 17th century, news paper made their
appearance.
 1st English Advertisement in a newspaper was
published in 1625
 The word “ADVERTISEMENT "first appear around
1655
 It was used in the BIBLE to indicate
notification /Warning
 The first newspaper advertisement, an
announcement seeking a buyer for an
Oyster Bay, Long Island, estate, is
published in the Boston News-Letter in 1704

43.  It started in England in mid of 18th century .
 Mass Production leads to mass consumption which
in turn made advertising a real necessary tool.
Walking billboards in the 18th century. The young boy is wearing
a sandwich board!

44.  Benjamin Franklin begins publishing the
Pennsylvania Gazette in Philadelphia, which
includes pages of "new advertisements” in 1729
 Benjamin Franklin's General Magazine prints the
first American magazine ads in 1742

45.  Late 19 Century advertising developed more.
 First advertising in magazine appeared in 1844.
 After first world war new product appeare and the
leading agency JWT (James Walter thompson) the
develop the Name
“BRAND’ and “ACCOUNT SERVICE”
 Era of Creativity
 Era of Positioning

46. Age of
Print
Industrial
Revolution &
Consumer Society
Age of
Science
Rise of
Agencies
Advertising
Declines
Reintroducing
Consumers to
Marketing
Creative
Era
Accountability
Era
The Evolution of Advertising
1441-
1850
1850’s-
1900
1900-
1950’s
World War I-
World War II
1950’s 1960’s-
1970’s
1970’s-
1990’s
1920’s

47. INDUSTRIAL REVOLUTION
 In mid of 1700 machine were introduce in England.
 Started MASS Production, produce goods faster at
lower cost.
 Pure Food and Drug Act: Required manufacturers to
list the active ingredients of their products on their labels
 For selling the large quantity of goods the market need
awareness of the product thus
The ADVERTISING become a real necessary tool in this
era
 Industrial revolution began in England in mid 1700s and
reaches to North America in 1800s

48. AGE OF TECHNOLOGY
 After industrial revolution, technology changed the
nature of communication.
 Photography invented, and change the value of
advertising by putting picture of the product in the
copy.
 Rise of Ads agency JWT etc
 More news paper and magazine appeared and they
carried material advertising.
 Radio and TV changed the whole business
communication

49. CREATIVE ERA
• Ads started to take on the themes, the language,
and the look of the 1960s
• Women and other minorities were portrayed in
submissive roles
• Characterized by the creative
• Advertising became a symbol of consumption itself

50. THANKS