The document defines advertising and discusses its importance and role in brand promotion. It provides definitions of advertising as a paid, non-personal form of communication from an identified sponsor using mass media to influence an audience. Advertising creates brand awareness, interest, and drives consumers to shops. It is an effective way to communicate with a large audience and helps create brand image. The document also discusses best practices for effective advertising, such as being informative, entertaining, memorable, and standing out from competitors.

3. What is ADVERTISING ? “ the a ction of c alling s omething to the a ttention of p ublic”.

4. “ ADVERTISING is the delivery of the most persuasive product message at the right time , in the right place , to the right person , at the lowest possible cost” Today’s Product/Brand Manager

5. Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience. DEFINITION FROM BOOK

6. to give the company a “personality” which sets it apart from the others. to remind customers about their brands at the right time and right place to tell the public about improvements in products to help their sales force to be more effective to reinforce customer confidence in his/her purchase Advertising use to: inform people about products and services to make brand names familiar to the public

7. Importance of Advertising It is very cost effective method to communicate to a large audience. It helps create brand image and symbolic appeal for the brand which is a very important for companies selling product/services that are difficult to differentiate on functional attributes. Advertising creates awareness, interest, desire and drives the consumer to the shop.

8. Popular advertising campaigns attract customers attentions and can help generate sales.For example : Ye dil maange more Connecting People The Best A Man can get Daag Acche Hain Desh Ki Dhadkan

9. Role of Advertising in Brand Promotion Information and persuasion Introduction of new brand or brand extensions Building and maintaining brand loyalty among consumers Creating an image and meaning for a brand

10. How does advertising work? Awareness Comprehension Conviction Action

11. Hierarchy of effects 100% target audience 75% aware of the product 50% show some interest in the product 30% preferred the product 25% tried the product 15% Repurchase

12. Some do’s Advertising should be informative. Advertising should be entertaining. Advertising should be involving.

13. Some don’ts Advertising should never over claim any benefit in a product or a brand. Never try to put down or talk down your consumers in manner that will insult them. Try not to compare your brand with a competitor and try not to show your competitor in bad light. In case you do any comparison with your competitor or show your competitor it should be done in a intelligent and tactful manner that such that it is memorable and not in bad taste.

15. GRAB PEOPLE Ad can be able to grab someone who glances for just a second. Force people to take a second glance instead of simply moving on.

16. Be Clever and Creative Attract people and represent the brand in a positive way. A clever ad represents a clever company.

17. Speak Loudly The louder you talk, the more people hear you.

18. Don’t make them think ( too much) You need to get the message across in a clever way, but it shouldn’t make people think too much. A person should know what the ad is saying as soon as they look at it.

19. Colors that pop but make sense Colors should work with the feeling of the brand and environment in which the ad is being placed. Appeal to the targeted people through color, but don’t make the colors distracting. For a “ fun ” brand, use a collaboration of bright colors. If the ad is more serious , possibly use a more simple color scheme .

20. Be informative Every advertisement must convey a message. Ads visually represent a message.

21. Stand out and Be Memorable Your ad should be unique, memorable and completely different than anyone else. Be original.

22. Give off a Feeling Someone should be able to tell the company’s tone by looking at an ad.

23. Show Not Tell Try using a more visual way of representing a concept instead of text.

24. Use Humor : Use a Metaphor Humor is a useful technique for attracting people to an ad. Metaphors can be a great way to add humor.

25. T H A N K Y O U !! - MANJUSHA CHUTE