Brand Building: The Communication Process, AIDA Model, Role of advertising in developing Brand Image and Brand Equity, and managing Brand Crises. • Special purpose advertising: Rural advertising, Political advertising-, Advocacy advertising, Corporate Image advertising, Green Advertising – Features of all the above special purpose advertising. • Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of advertisements

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5.  BRAIN WORK OF DAVID OGILVY(Father of
Image Advertising)
 Brand image is a mental picture or perception
of a brand in the mind of the consumers.
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12. Nike's equivalent in
Ancient Rome was the
goddess Victoria. The
'swoosh' stroke has
evolved from 'The Wing'
of Goddess Nike to
symbolize the sound of
speed and suggest
movement. It is a legend
now, that the symbol was
designed by Carolyn
Davidson, when she was a
student at Portland State
University in 1971.
The Tata
logo symbolizes fluidity
and adaptability. It is
also said to depict a
fountain of knowledge,
or a tree of trust under
which people can take
shelter.The blue color in
theTata logo stands for
excellence, reliability
and strength of the
company's products.
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19.  DISTRIBUTION
 AFTER SALES SERVICE
 PRODUCT PERFORMANCE
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20.  There are always new tools and tricks to try,
and evolving technologies which are changing
consumer behaviors.
 And given such updates, it's important to
ensure you're reaching your target market
where they're active, and through the
mediums seeing best response.
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21.  A QR code, or a “quick response” code, is a two-
dimensional symbol akin to the UPC (Universal
Product Code, or "bar code"). A QR code elicits a
digital action when scanned by a QR code reader. In
advertising, it has gained traction as an interactive
tool in which consumers can scan the code to retrieve
additional information about the product or
promotion. When scanned by a smartphone, a QR
code can initiate several actions, such as opening a
website, making a phone call or sending an SMS
message. Make a free QR code online using the QR
Code Generator (see Resources) and place the symbol
on your company’s business cards, brochures,
coupons, print ads and even TV spots.
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22.  Co-branding is a joint venture that combines the
advertising efforts of two or more brands to create a new
consumer product. Recent examples of co-branding
include Isaac Mizrahi and Target, Crest Plus Scope, Ford
F150 trucks and Harley Davidson motorcycles, and Apple
and Nike. These brands have worked together to create
new consumer products that elevate brand awareness
while creating heightened consumer interest in newly
launched products. Small businesses can take a cue from
national brands by launching a co-branded ad campaign
with another recognized, locally-owned company. For
example, a car service center can partner with a detail
shop to create mutual coupons for use at both businesses.
This maximizes the use of advertising dollars while
simultaneously creating a stronger promotion for the
consumer.
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23.  Content marketing is a term that began gaining popularity
around 2003 with the birth of social media websites such
as Facebook and Twitter. Content marketing includes
advertorials (newspaper or magazine articles that are
written editorially to promote your product), blogs or any
other kind of content that is published on the web for
promotional purposes. As a form of advertising, content
marketing is effective at creating awareness when it comes
to brand storytelling. Since the rise of social media,
content marketing has strengthened connections between
consumers and brands while creating a new advertising
vehicle. Small businesses can capitalize on the power of
content marketing by running advertorials or hosting a
blog on their Web site.
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24.  Consumers use the web to find many things,
including businesses and brands. When it comes to
capitalizing on reaching consumers, advertisers are
using tools such as Google AdWords to create online
advertising campaigns. AdWords is a Google product
that allows small businesses to create online
advertisements with keyword and budget parameters
to target their primary customers. Other trends in
online advertising include marketing efforts such as
search engine optimization (SEO -- the process of
using keywords to get a website to rank higher in
results as opposed to using AdWords); social media;
mobile devices such as iPads and other handhelds;
display ads; and website banner ads.
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25.  Native advertising remains a growing tendency
with a strong position in the online advertising
market. Native Advertising Institute predicts that
native ads will take over the ad space in
2018. Business Insider expects native display ad
revenue will reach record-breaking 74% of total
display US ad revenue by 2021 (compared to a
56% share in 2016). Frankly speaking, these
numbers are not surprising considering the rapid
pace at which native ads spread over social
media and programmatic advertising campaigns.
Keep this info in mind while setting up your
advertising budget for the next year
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26.  Mobile video will also stay among the revenue
boosters for both publishers and advertisers, but
with some new variations. A great success of
social media streaming and so called “stories”
has shown how live videos caught on this year.
Latest Cisco studies allow to assume that video
will absorb 80% of world’s Internet traffic by
2019. On top of that, mobile video advertising is
expected to grow from $6.72B in 2017 to $9.90B
in 2018. So don’t hesitate to dip your toe in the
live video pool too, and think over integrating
stories, streaming and unique video ads to your
marketing plans.
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27.  Users do not trust marketing slogans. On the
other hand, they might give a credit to those who
already dealt with your company. Put your
product into the hands of influencers — new-day
trendsetters who gather related audience around
their blogs and social media accounts. Team up
with people who’ve got a status of opinion
leaders in your particular niche. Not only
influencers can build up product credibility.
Dilute your advertising campaign with a user-
generated blog posts, reviews or videos. One
public positive feedback may bring you more
engagement, purchases and leads than a high-
сost ad campaign.
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28.  This year the IAB and Google announced a
full-scale fight against industry shady
players. Ads.txt, Ad Experience and Abusive
Experiences initiatives are aiming at making
advertising and media buying transparent
and safe. It seems that a brand-new reality
has come and there is no place for deceits.
Are you also on the bright side?
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29.  Data driven personalized ad campaigns are
becoming increasingly important. Reaching
out users with right messages in the right
time and place along with a tailored approach
will be crucial for advertisers. Companies and
platforms with high-powered functionality
maintaining hyper-targeted ad campaigns are
going to lead digital marketing in 2018.
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30.  The fact that emotions and heartbreaking
stories sell is not revolutionary. This year
thought-provoking ads devoted to politics,
gender and harassment became nothing less
than a self-assertive voice of society. We
expect advertisement containing important
social messages will capture bigger market
share in 2018.
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31.  https://youtu.be/F-UO9vMS7AI
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32.  CONVERGENCE OF MEDIA
 Media convergence is the interlinking of
computing and other information
technologies, media content, media companie
s and communication networks that have
arisen as the result of the evolution and
popularization of the Internet as well as the
activities, products and services that have
emerged in the digital media ...
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40.  GLOBAL JOINT VENTURES
 MEDIA BUYING AGENCIES
 SMALLER NICHE AD AGENCIES
 LESS INVESTMENT BY AD AGENCIES
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41.  LIVE STREAMING OF ADS
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42.  PARTICIPATORY STRATEGY
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43.  SHOW AND TELL STRATEGY
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44.  INFLUENCER STRATEGY ON SOCIAL MEDIA
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45.  AUGMENTED REALITY AND VIRTUAL REALITY
 Augmented reality (AR) adds digital elements
to a live view often by using the camera on a
smartphone. ... Virtual reality (VR) implies a
complete immersion experience that shuts
out the physical world.
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47.  The most popular AR game till date is
Pokémon Go which allows users to catch
virtual Pokémon that are hidden throughout
the map of the real world.
 It uses real locations to encourage players to
far and wide in the real world to discover
Pokemon.
 The game enables the players to search and
catch more than a hundred species of
Pokemon as they move in their surroundings.
The app works on both the mediums i.e.,
Android and iOS.
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49.  Advocacy advertising is the use of marketing
to support a particular message or cause.
Unlike commercial advertising, advocacy
advertising is considered to be undertaken in
the interest of a group or the public and
typically does not promote a product or
service.
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50.  If you’ve ever watched television during an
election year, you’re deeply familiar with one
type of advocacy advertising format: political
ads.
 We’ll get to more of the specifics in a
moment, but first, let’s dive into the
reasoning behind advocacy advertising.
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51.  The goal of advocacy advertising is to raise
awareness of the cause at hand and persuade
certain segments of the public to take specific
action.
 The most common hope of an advocacy
advertisement is to draw attention to the people
and/or cause you’re advocating for and gain
traction with new supporters who will join in on
your actions.
 Because there is a massive realm of possibilities
that you can advocate for, there’s an equally
massive realm of advocacy advertising
opportunities.
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52.  Politics
 Economics
 Society
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53.  First, let’s separate advocacy advertising from
commercial advertising. In commercial
advertising, there is a product or service in
play. In advocacy advertising, there is an
interest, cause, or issue at the center of the
ad. Advocacy advertising takes the
persuasiveness of traditional advertising and
uses it to the benefit of the cause at hand.
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56.  A form of institutional advertising focusing not
on a particular product or product range but on
the organization itself. The primary purpose is
promoting the name, image, personnel, or
reputation of a company, organization, or
industry
 Corporate advertising is a very interesting
concept to learn about. In a few ways it is quite
similar to the advertising done for products and
brands that a company owns but in many ways it
is different from mainstream advertising and
marketing strategies.
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57.  Corporate advertising is the advertising done
for an entire institution/ company/
organization and not for individual brands or
products. This kind of activity is an extension
of the Public Relations (PR) activity done by
the company to improve its image in the
minds of the general public and increase its
goodwill which is an extremely
important intangible asset.
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58.  On mother’s day of 2016, P&G released a
fantastic, eye watering ad on tribute to moms.
The ad showed how Olympic players who won
gold and silver, had their moms backing them up
from the time they were children. From learning
to walk, going to practice sessions, keeping care
of the sick and helping them realize their dreams
– Mom was everywhere. And P&G wanted to
salute all moms across the globe. This ad create
a lot of ripples on social media and increased the
recall value of the brand to a great extent.
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60. Post the split between Hero
and Honda, Hero changed its
identity to be known as Hero
MotoCorp. This new identity
needed to be told to people as
the previously known ‘Hero
Honda’ had become a very well
known brand. To inform people
of the demerger and establish
its new identity, Hero MotoCorp
got the famous A. R. Rahman to
make an anthem for them. The
television commercial struck a
chord with the viewers who
started talking about the
commercial and viewing it on
the internet. A concept called
‘Image Advertising’ was used in
this where the motive of the
advertising was to change the
image of the company from
what it was to something new.
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63.  A specific type of advertising that is centered
around the promotion of factors having to do
with the environment. Oftentimes the
companies that use green advertising also
use very environmentally friendly operations
and product packaging as well.
 Green marketing refers to the process of
selling products and/or services based on
their environmental benefits. Such a product
or service may be environmentally friendly in
itself or produced in an environmentally
friendly way, such as: Being manufactured in
a sustainable fashion
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