These slides includes the detailed history of advertising and how advertising agencies start working and when the first advertising agency came into existence. These slides include data about Pakistani advertising agencies.
6. WHAT IS ADVERTISING?
According to Philip
Kotler –
Advertising is any
paid form of non-
personal
presentation &
promotion of
Ideas goods
services by an
identified sponsor.
8. AIDA
MODEL
The AIDA Model, which stands
for
Attention,
Interest,
Desire, and
Action model,
is an advertising effect model
that identifies the stages that an
individual goes during the process
of purchasing a product or service
9. AIDA
MODEL
The AIDA model is
commonly used in
digital marketing,
sales strategies, and
public relations campaigns.
10. THE AIDA
MODEL
HIERARCH
Y
Attention:
The first step in marketing or
advertising is to consider how to
attract the attention of consumers.
Interest:
Once the consumer is aware that
the product or service exists, the
business must work on increasing
the potential customer’s interest
level.
11. THE AIDA
MODEL
HIERARCHY
Desire:
After the consumer is interested in the
product or service, then the goal is to
make consumers desire it, moving their
mindset from “I like it” to “I want it.”
Action:
The ultimate goal is to drive the
receiver of the marketing campaign to
initiate action and purchase the
product or service.
Therefore, the AIDA model says that
Awareness leads to Interest, which
leads to Desire, and finally Action
14. TYPES OF ADVERTISING
Above the line advertising:
Activities that
are largely non-targeted
Have a wide reach
Examples TV, radio, &
newspaper
advertisements.
15. TYPES OF
ADVERTISING
Below the line advertising:
Include conversion focused
activities which are directed
towards a specific target group
Examples are billboards etc
16. TYPES OF
ADVERTISING
Through the line advertising:
Activities which involve the use of
both ATL & BTL strategies.
Directed towards brand building
and conversions and make use
of targeted(personalized)
advertisement strategies
Examples cookie based advertising,
digital marketing strategies,
17. MEDIUMS
OF
ADVERTISING
Advertising activities can also be
categorized into 5 types based on the
advertisement medium used. These types
of advertisements are:
Print Advertising:
Newspaper, magazines, & brochure
advertisements, etc.
Broadcast Advertising:
Television and radio advertisements.
Outdoor Advertising:
Hoardings, banners, flags, wraps,
etc.
19. TYPES OF
ADVERTISIN
G
TYPES EXAMPLES
Brand Marinda, Nestle Water
Retail/Local
Advertising
Hyper star, Al-Fatah
Direct-Response BestBuy, Real Estate Ads
Business to Business Medical advertising
Institutional /
Corporate
Bank Alfalah, MCB
Non-Profit Edhi Trust, Colleges
Public Service Anti-Smoking/Anti drugs
Political PML-N, PTI
Directory Yellow Pages
21. PRE-HISTORIC ERA
3000 B.C: Written
ad offering whole
gold coin for
runaway slave
500 B.C: Political
and trade graffiti
on Pompei walls
22. AGE OF PRINT
Mid1400s
printed handbills
1472
first printed ad
in English
tacked on
London church
doors
1622
1st print ad in
London’s Weekly
Relation News
1655
1st use of the
term Advertising
1662
London Gazette
offers 1st
advertising
supplement
1704
1st US
newspaper to
carry ads
1841
Volney B Palmer
becomes the 1st
ad sales agent
(Boston)
23. INDUSTRIAL REVOLUTION &
CONSUMER SOCIETY
1850s
1st branded items such
as Baker’s chocolate
appears in stores
1864
J. Walter Thompson
forms JWT (1st account
executive)
1880s
john powers pioneers
copywriting focusses on
news
1888
printer’s Ink, 1st US
publication for
advertising profession
1890s
E. E. Calkins & R.
Holder develop image
copy
24. MODERN ADVERTISING ERA
studies on the attention-
getting & persuasive
qualities of advertising
1900
1st ad censor appointed
by Scripps- McRoe league
of NPs
1903
start of celebrity
endorsement with Pepsi
1908
1st truth in advertising
Act passed
1912
25. AGE OF AGENCIES
American Association of
Ad Agency formed
1917
1st ad testimonials by star
movie appear
1920s
1st radio ad solves radio’s
financing needs
1922
TV becomes leading
advertising medium
1940-50s
26. CREATIVE ERA
1960s; D. D. B ‘Think Small’ campaign for
VW/ Visa’s ‘We try Harder’
1960s; Ogilvy developers research –based
image advertising and story telling
1960s: Leo Burnet create brand icons and
inherent drama
1960; Bill Bambach focusses on art of
persuation
27. ACCOUNTABILITY ERA
1980s-90s; Mega
mergers take place
worldwide
90s-2000s; IMC,
niche marketing
interactive media,
mass customization
2000s; internet is
the fastest growing
ad medium since TV
38. SOCIETAL
ROLE
New products and information
Helps us create self-image & express
ourselves through the things we
use/wear
Has both negative & positive
effects
39. ADVANTAGES
OF
ADVERTISIN
G
Helps In Brand Building
Helps In Launching New Product
Helps In Reducing Customer
Turnover
Attracts New Customers
Educates The Customers
41. ASPECTS OF
ADVERTISIN
G
We are going to discuss these three
aspects of advertising;
Legal Aspect
Ethical Aspect
Economic Aspect
42. ECONOMIC
Effects on customer choice
• Differentiation
• Brand loyalty
Effects on the product cost and prices
• Advertising as an expense that increase
the cost of the product
• Increased differentiation
43. ETHICAL
Children are inexperienced and easy prey
Persuasion to the children creates child-parent
conflicts
Critics question the “targeting” of minorities
Tobacco, alcohol & lotteries are product
categories are greatest concern.
44. LEGAL
• The Govt. in each country has to make sure that
advertisements appearing do not flaunt their
rules & regulations.
• It should not;-
Show anti national feeling
Contains misleading information about the
product
Violate govt. rules
46. ADVERTISING AGENCIES
The American Association of Advertising
Agencies (AAAA) defines advertising agency
as:
• "An independent business organization,
composed of creative and business people,
who develop prepare and place advertising
in advertising media for sellers seeking to
find customers for their goods and services."
47. FUNCTIONS
Attracting clients
Research function
Advertising planning
Creative function
Media selection
Sales promotion
Marketing research
Public relation
48. ROLE OF ADVERTISING
AGENCIES
Creating an advertise on the basis of
information gathered about product
Doing research on the company and the
product and reactions of the customers.
Planning for type of media to be used, when
and where to be used, and for how much time
to be used.
Taking the feedbacks from the clients as well
as the customers and then deciding the
further line of action
49. WHY COMPANIES NEED
ADVERTISING AGENCIES
All companies can do this work by themselves. They can make ads, print or
advertise them on televisions or other media places; they can manage the
accounts also. Then why do they need advertising agencies? The reasons
behind hiring the advertising agencies by the companies are:
• Strategic & creative expertise
• Workforce talent
• Media knowledge
• Negotiation with media
50. T TYPES OF ADVERTISING
AGENCIES
There are basically 5 types of advertising agencies.
Full service Agencies
Interactive Agencies
Creative Boutiques
Media Buying Agencies
In-House Agencies
51. FULL
SERVICE
AGENCIES
Large size agencies.
Deals with all stages of
advertisement.
Different expert people for different
departments.
Starts work from gathering data and
analyzing and ends on payment of
bills to the media people.
52. INTERACTIV
E AGENCIES
Modernized modes of communication
are used.
Uses online advertisements, sending
personal messages on mobile phones,
etc.
The ads produced are very
interactive, having very new
concepts, and very innovative.
53. CREATIVE
BOUTIQUES
Very creative and innovative ads.
No other function is performed
other than creating actual ads.
Small sized agencies with their own
copywriters, directors, and creative
people
54. MEDIA
BUYING
AGENCIES
Buys place for advertise and sells it
to the advertisers.
Sells time in which advertisement
will be placed.
Schedules slots at different
television channels and radio
stations.
Finally supervises or checks
whether the ad has been telecasted
at opted time and place or not.
55. IN-HOUSE
AGENCIES
As good as the full service agencies.
Big organization prefers these type
of agencies which are in built and
work only for them.
These agencies work as per the
requirements of the organizations.
56. ADVERTISING AGENCIES IN
PAKISTAN
No Name Location
1 Synergy advertising (pvt) Ltd Karachi, Pakistan
2 Adsale advertising Islamabad, Pakistan
3 Time and Space media (pvt) Ltd Islamabad, Pakistan
4 Repcom advertising Karachi, Pakistan
5 Digital Marketing Pakistan Lahore, Pakistan
6 Orientm McCANN Lahore, Pakistan
7 Media Circle (pvt) Ltd Islamabad, Pakistan
58. WORKING OF
ADVERTISING
AGENCIES
The flow of work in an
advertising agency goes
through a number of stage
like:
o Briefing stage
o Delivering it to the creative and
media department
o To production stage
o The media planning and
scheduling
o To finally the release stage of
campaign.
59. SYNERGY
ADVERTISING
Synergy Advertising (Pvt.)
Ltd. was formed as Awan
& Kapadia (Pvt.) Ltd. in
1999
Renamed in 2002 as
Synergy Advertising,
today the company is the
fastest growing integrated
media communications
group
Synergy is now home to
over 100 employees that
share its work ethic.
60. SYNERGY ADVERTISING
SA counted amongst the top
ranking Pakistani ad agencies with
a record breaking number of local
and international awards to its
credit.
61. MISSION STATEMENT
Create and establish the most
rewarding agency for our:
- Clients
- Employees
- Stakeholders
Leave behind a legacy
62. VALUES
Brand
Up-front and honest in our dealings -
let’s work for the success of the
brand.
Strategy
Strategy is as important as creativity
- advertising fails before it’s written.
63. VALUES
Equality
Equal footings between client &
agency - it takes two to determine
what to say and how to say it.
Talent
Direct, develop & nurture talent
regularly - it’s the people who make
all the difference.
65. THE ABBY
The ABBY Awards are organized by
the Advertising Club of Bombay,
the largest professional association
of the advertising industry in India.
The awards are considered to be the
Oscars of Indian Advertising
The 38th Annual ABBY Awards were
held in 2004 in Mumbai and for the
first time the scope of the awards was
broadened to include entries from
other countries in the South Asian
Region.
66. THE ABBY
Synergy won a Silver Award for
the Best of Pakistani Advertising
on its critically acclaimed
television commercial for its
client Zakpak (Silk Soap).
Other works that were nominated
in other ABBY categories
included the Bank Alfalah Annual
Report and the Bank Alfalah
Corporate television commercial.
67. CLIENTS
AIG New Hampshire
Air Blue
Anjum Asif (Delmonte, Coroli & Langnese)
Aramex SMS
Audi
Afco Steel Mills
Aziz Steel Mills
Bank Alfalah
Murree Brewery
National Bank of Pakistan
Pizza hut
