The document discusses the history and concepts of advertising. It defines advertising as a form of communication used by companies to promote their products and services. The document outlines the advertising planning process, including setting objectives, deciding budgets, creating messages, and media planning. It also discusses measuring the communication and sales effects of advertising, and different types of advertising such as print, broadcast, outdoor, covert, and public service. Famous pioneers in the field of advertising like John Caples, Claude Hopkins, and Leo Burnett are also mentioned.

1. BY HARVINDER SINGH (MBA
MARKETING)
THE BUSINESS SCHOOL
UNIVERSITY OF JAMMU

2. ADVERTISING
The process of delivering a message about ideas
goods and services through the media, paid by an
identifiable sponsor.
Advertising is the way by which companies tell us
about the product and brand.

4. Advertising –Definitions continued….
According to American Marketing
Association:
“Advertising is any paid form of
non-personal presentation and
promotion of ideas, goods and
services by an identified
sponsor.”

5. Advertising –Definitions cont….
Advertising is a form of communication
that typically attempts to persuade potential
customers to purchase or to consume
more of a particular brand of product or
service.

6. WHY COMPANIES NEED
ADVETISING?
To make their brand name
familiar to the public.
To help their sales force
to be more effective.
To tell the public about
the improvement in the
product
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7. HISTORY
Egyptians used papyrus to
make sales messages and
wall posters.
Commercial messages and
political campaign displays
have been found in the ruins
of Pompeii and ancient
Arabia.

8. History Continued……
As the economy expanded
during the 19th century,
advertising grew alongside.
In June 1836, French
newspaper La Presse was the
first to include paid advertising
in its pages.
 Around 1840, Volney Palmer
established a predecessor to
advertising agencies in Boston.

9. A FEW ADVERTISING LEGEND

10. John Caples
1932
“Accept nothing as true about
what works best in advertising
until it has been scientifically
tested.”
-John Caples

11. “Talk to the people who are
going To buy your product. This
is the first step in any successful
campaign”
-Claude C. Hopkins
Claude C. Hopkins
1930

12. Leo Burnett
“Find the drama.”
The secret of all effective
originality
in advertising is not the
creation of
new and tricky words but one
of putting familiar words and
pictures,
into new relationships.”
-Leo Burnett

13. Advertising Planning Framework:
MISSION:
Sales goals
Advertising
objectives
BUDGET DECISION:
Factors to consider
 Stage in PLC
 Market share and
Consumer base
 Competition and
Clutter
 Advertising
frequency
 Product
substitutability
MESSAGE DECISION:
Message
strategy
Message
execution
MEDIA DECISION:
Reach ,frequency,
impact, timing,
media vehicles or
types
MEASUREMENT
Communication
impact
Sales impact

14. SETTING THE OBJECTIVES
ADVERTISING OBJECTIVE CAN BE CLASSIFIED
ACCORDING TO WHETHER THEIR AIM IS TO
INFORM
PERSUADE
REMIND
REINFORCE

15. DECIDING ON THE ADVERTISING
BUDGET
FACTOR AFFECTING BUDGET DECISIONS
STAGE IN THE PRODUCT LIFE CYCLE
MARKETSHARE AND CONSUMERBASE
ADVERTISING FREQUENCY
COMPETITION AND CLUTTER
PRODUCT SUBSTITUTABILITY

16. Creating advertising message
Just to gain and hold attention,
advertising messages must be better
planned, more imaginative, more
entertaining and more rewarding to
consumers.
“creativity plays an important role in
developing effective message.”
A creative strategy focus on what the
advertising message says or communicate
and guides the development of all
messages used in the advertising campaign

17. Media planning
A media planner needs to answer the
following question:
Which audiences do we want to
reach?
When & how to reach them?
Where to reach them?
How many people should be
reached?
How often do we need to reach
them?
What will it cost to reach them.

18. MEASURING ADVERTISING
EFFECTIVENESS
There are two most popular areas which need to
be measured for knowing the effectiveness of
advertisement
•Communication Effect
•Sales Effect

19. Communication Effect Research
Direct Rating Method
Portfolio Tests
Laboratory Tests
Sales Effect Research
Totally depends on the sales of the company. There are
some factors affecting sales like product availability, the
price of the product, contents of the product, and
sometimes the competitors

20. TYPES OF ADVERTISING

21. PRINT ADVERTISING
 Newspapers and Magazines
are quite popular modes of
advertising for different
companies all over the world
The quantity of space, the
page of the publication, and
the type of paper decide the
cost of the advertisement

22. BROADCAST ADVERTISEMENT
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

23. OUTDOOR ADVERTISEMENT
Bill-board and message
painted on the side of
buildings are common forms
of out-door advertising,
which is often used when
quick, simple, ideas are
being promoted.

24. COVERT ADVERTISEMENT
Covert advertising is
presently a hot trend in
promoting products and
services.
 It embeds a product or
brand in entertainment and
media and uses undercover
tactics turning ordinary
entertainment into an
extended ad.

26. Hayabusa - In Dhoom,
John Abraham
uses Hayabusa in the
movie as a thief,
from that time only
many of Indians came
to know about that
bike.

27. PUBLICSERVICE ADVERTISEMENT
The same advertisement
techniques use to promote
commercial goods and services can
be used to inform, educate and
motivate the public about non-
commercial issues such as
HIV/AIDS, Political ideology and
Energy consveration

28. CONCLUSION
The most important step lies in deciding what
your advertising should say and to whom it
should say it.
All you need to do is to decide who buys and
uses your products and why.

29. WHAT IS ADVERTISING
HISTORY OF ADVERTISING
LEGEND OF ADVERTISING
ADVERTISING PLANNING FRAMEWORK
MEASURING ADVERTISING EFFECTIVENESS
TYPE OF ADVERTISING