This document discusses advertising as a form of mass communication. It notes that advertising aims to inform, persuade, and remind potential consumers to purchase products and services. The document outlines some key elements of effective advertising, including having a clear message, emotional appeal, originality, and using audio and visual elements when applicable. It also discusses important constituents like visual impact, great copy, perfect placement, timing, and a clear call to action. Overall, the document provides an overview of advertising as a communication tool and highlights factors that make advertising more effective.

1. ADVERTISING, COMMUNICATION &
CONSTITUENTS
Dr. JANARDHAN JUVVIGUNTA, DFM, JGI

2. ADVERTISING AS A COMMUNICATION
• “Advt. is the science of arresting the human intelligence”
– Stephen Butler Leacock

3. ADVERTISING AS A COMMUNICATION
• Advertising is a type of mass communication
• Linear model of Communication
• It takes place b/w Company and the consumers
• It attempts to convince or encourage potential consumers
to purchase a product and its services
• Advertising is most effective with products

4. ADVERTISING AS A COMMUNICATION
• Three primary objectives: To inform
To persuade
To remind

5. • It can also be utilized to inform, educate and motivate
the public about non-commercial issues ( Don’t drink and drive, Save water
etc.,)
• Various mediums used to convey the message
ADVERTISING AS A COMMUNICATION

6. ADVERTISING AS A COMMUNICATION
• Technology, media dominate in 21st
Century
• Most of the ads. were innovative and unique
• Ads. leave a
long lasting impression
Source: N.W. Ayer & Son (1948)

7. ADVERTISING AS A COMMUNICATION
• There are some major elements to consider for TV ads.
Explanation- through language, video, or images
Emotional Appeal-emotions build memories
Originality- Originality is crucial
• TV advertising uses audio and visual effects to create a
lasting effect

8. ADVERTISING AS A COMMUNICATION
• Print media is an ancient and basic forms of Mass. Comm.
• It is tangible marketing medium

9. ADVERTISING AS A COMMUNICATION
• A company can have a web presence
• Message/content to be effective
• Keep it short, simple, crisp
and easy to absorb
• Credibility is a huge issue
- Jef Richard

10. ADVERTISING CONSTITUENTS
• Creativity and scientific combination of great message, timing
make the advt. as effective
• Make it possible ensure the following constituents:
Visual Impact
Great Copy
Perfect Placement
Perfect Timing
Call to action

11. ADVERTISING CONSTITUENTS
Visual Impact
• From design and color scheme to the size, shape, depth
and font
• Consider how your ad will complement the message
• How the target audience will react to the ad

12. ADVERTISING CONSTITUENTS
Great Copy
• The words tell the story of your brand
• Ask yourself, does your copy have staying power?
• In 1971, Coca Cola dominated with slogan of
• "I'd Like to Teach the World to Sing”-- (In Perfect Harmony) --

13. ADVERTISING CONSTITUENTS
Perfect Placement: Selecting the medium is a critical
Companies looking for immediate,
measurable results
Perfect Timing: a time and place to spend big for your ads
Time your ads well and they could be worth every penny.

14. ADVERTISING CONSTITUENTS
Call- to-Action
• Customers need to know how to purchase
• It can achieved via a click to learn more, dial a number or
simply visit our showroom to purchase the messaging needs
to be crystal clear

15. ADVERTISING CONSTITUENTS
Reference links
• https://www.youtube.com/watch?v=LrHB6NelFHQ
• https://www.youtube.com/watch?v=1KlUmNNsFbI
• https://www.youtube.com/watch?v=cJ1kUHrhk0A
• https://www.youtube.com/watch?v=-__hUQWh8WY
• https://www.youtube.com/watch?v=9W87c1Jfr7M
• https://www.youtube.com/watch?v=GsEFxEhUOAQ

16. THANK YOU