Advertising is defined as an openly sponsored form of communication used to promote or sell a product, service, or idea. The document outlines the history of advertising dating back to ancient Egypt and China, and describes the main types including print, broadcast, outdoor, covert, and public service advertising. It also discusses the objectives, expenditures, approaches, criticisms, and conclusion regarding advertising.

1. ADVERTISING
Barath Kumar Babu

2. Definition
Advertising is an audio or visual
form of marketing communication
that employs an openly sponsored,
non-personal message to promote or
sell a product, service or idea.

3. History
 Egyptians used papyrus to make sales messages
and wall posters.
 Commercial messages and political campaign
displays have been found in the ruins of ancient
Arabia.
 The tradition of wall painting can be traced back to
Indian rock art paintings that date back to 4000
BC.
Bronze plate for printing an
advertisement for the Liu family
needle shop at Jinan, Song
dynasty China.

4. Types of advertising
 Newspaper
 Magazine
 Radio
 Television
 Directories
 Outdoor and transit
 Direct mail, catalogues and leaflets
 Online

5. Classification

6. Advertising - Print
 The print media has been used for
advertising since long.
 The newspapers and magazines are quite
popular modes of advertising for different
companies all over the world.
 Using the print media, the companies can
also promote their products through
brochures and fliers.

7. Advertising - Broadcast
 This type of advertising is very popular all
around the world.
 It consists of television, radio, or Internet
advertising.
 The ads on the television have a large
audience and are very popular.
 The cost of the advertisement depends on
the length of the ad and the time at which
the ad would be appearing.
 For example, the prime time ads would be
more costly than the regular ones.

8. Advertising - Outdoor
 Outdoor advertising makes use of
different tools to gain customer’s
attention.
 The billboards, kiosks, and events and
tradeshows are an effective way to
convey the message of the company.
 The billboards are present all around the
city but the content should be such that
it attracts the attention of the customer.
**Dedicated for thambi

9. Advertising - Covert
 This is a unique way of advertising in which
the product or the message is subtly
included in a movie or TV serial.
 There is no actual ad, just the mention of
the product in the movie.
 For example, Tom Cruise used the Nokia
phone in the movie Minority Report.

10. Advertising – Public service
 As evident from the title itself, such
advertising is for the public causes.
 There are a host of important
matters such as AIDS, political
integrity, energy conservation,
illiteracy, poverty and so on all of
which need more awareness as far
as general public is concerned.

11. Objectives
 Getting Attention - One short-term goal and objective in advertising is getting
people's attention.
 Prompting Immediate Action – Ex. Using coupon codes to drive customers within
the stipulated period.
 Replacing lost customers - Small companies use advertising to replace lost
customers.
 Building Brand Awareness - Small companies also advertise to build brand
awareness, which is when people know a particular brand is yours
 Building Sales and Profits

12. Advertising expenditure
 Advertising expenditure in India is expected to grow at 13% to touch Rs.69,346 crore
in 2018 over 2017.

13. New approaches
 Niche marketing – Targeting particular group
of people.
 Sales promotions and brand loyalty - Sales
promotions include things like contests and
games, sweepstakes, product giveaways,
samples coupons, loyalty programs, and
discounts.
17/04/2018

14. Criticisms
 Commercial e-mail and other forms of spam have become so prevalent as to have
become a major nuisance to users.
 Advertising is increasingly invading public spaces, such as schools, which some critics
argue is a form of child exploitation

15. Conclusion

16. THANK YOU