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1. Advertising
Lecture # 17
Introduction to Mass Communication
By
Touheed Ahmad
Lecturer

3. Advertising
• Meaning of Advertising
• Definition of Advertising
• History of Advertising
• Elements of Advertising
• Types of Advertising
• Steps of Advertising Process
• AIDA Model (Process of Advertising)

4. Meaning
• The word advertising is derived from two Latin Words
“Ad and Verto”.
Ad – towards
Verto – I turn
• So, it means to turn the people's attention to a specific thing.

6. Advertising
• “Advertising is any form of non-personal presentation of goods,
services or ideas for action, openly paid for by an identified
sponsor”. (by American Marketing Association).
• “Advertising as mass, paid communication, by means of the
printed word, radio or television, aimed at persuading individuals
to take a desired course of action”. (by Colliers’ Encyclopedia)
• “Advertising is the dissemination of information concerning an
idea, services or product to compel action in accordance with the
interest of the advertiser.”

7. History
• Egyptians used papyrus to make sales messages and wall posters.
• In the 18th century advertisements started to appear in weekly
newspapers in England. These early print advertisements were
used mainly to promote books and newspapers, which became
increasingly affordable with advances in the printing press.

8. • 19th century: Thomas J. Barratt of London has been called "the
father of modern advertising". Working for the Pears Soap
company, Barratt created an effective advertising campaign for
the company products, which involved the use of targeted
slogans, images and phrases. One of his slogans, "Good morning.
Have you used Pears' soap?" was famous in its day and into the
20th century.
• 20th century
Advertising increased dramatically in the United States as
industrialization expanded the supply of manufactured products.
• On the radio from the 1920s
• Commercial television in the 1950s
• Cable television from the 1980s
• On the Internet from the 1990s

9. Elements of advertising
The basic elements for advertising message construction are:
• The headline
• Illustration
• The body copy
• The slogan
• Logo type

10. • The headline:
The purpose of headline is to get attention of specific audience to
whom it is advertised. Headline is the key factor to keep in mind,
while making an advertisement. This is why headline is the most
important part to consider in the production of any advertisement.
• Illustration:
Likewise headline it is designed to attract the audience basically it
is the explanation of any advertisement.
• The body copy:
The body copy is a text which creates a design for what is been
advertised. It stimulates the interest and explains the headlines. It
must be easy to understand and readable and there should be no
exaggeration in the body copy.

11. • The slogan:
Slogan is the fourth part which makes recognition of the product.
• Logo type:
Logotype is a special design of advertiser to create a destination of
a particular product.

12. Types of advertising
• Out-Door Advertisement
• In-Door Advertisement
• Non-Product Advertisement
• Radio Advertisement
• T.V Commercial
• National Advertisement
• International Advertisement
• Retail Advertisement
• Classified Advertisement
• Local Advertisement

13. • Brand Advertisement
• Covert Advertisement
• Infomercials Advertisement
• Celebrities Advertisement
• Online advertising
• Surrogate
• Broadcast advertising
• Public Service Advertising
• Professional Advertisement
• Industrial Advertisement

14. • In-Door Advertisement:
This kind of advertisement provide the best opportunity of putting
over a reasoned selling argument. The advertisement are addressed
to the reader, listener and viewer at a time of leisure when he or she
can observe the message.
• Out-Door 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.

15. In-Door Advertisement
Out-Door Advertisement

16. • Non-Product Advertisement:
This kind of advertisement is advertised from political parties and
social group for the purposes of safeguard ideologies, social
betterment and institution.
• Radio Advertisement:
It is a small business advertising. Radio advertising can be a very
effective means to attract customer to some business. New Sathi
lather House, Bhiya Pizza, Fhakar rent a car.
• T.V Commercial:
Is a generally considered the most effective mass-marketing
advertising format as is reflected by the high prices. T.V network
charge for commercial airtime during popular events.

17. Non-Product Advertisement T.V Commercial

18. • National Advertisement:
Geographically speaking national advertising’s range is extended to
the territorial limits of the country. The advertiser use the national
media to inform the consumer about the product. The advertiser
use the national local or regional language but prefers the national
language. It can be available in everywhere of country and easily
purchased it.
• International Advertisement:
Advertising a product or service in a country other than where it
originates.

19. National Advertisement
International Advertisement

20. • Retail Advertisement:
Emphasizes the specific retail outlet as the place to buy a specific
range of brand. It can be local store advertising in local newspaper.
• Classified Advertisement:
It is a product or services advertising that appears in specific
section of newspaper under the heading classifying the product or
service being offered.
• Local Advertisement:
Any advertising placed by a company, organization, or individual
operating in a limited geographical area such as a city or within a
state.

21. Classified Advertisement Retail Advertisement Local Advertisement

22. • Brand Advertisement:
It is advertising with a strong emphasis on the company brand
(logo and/or company name) also known as integrated marketing
communications (IMC).
• Covert Advertisement:
Covert advertising is a unique kind of advertising in which a
product or a particular brand is incorporated in some entertainment
and media channels like movies, television shows or even sports.
• Infomercials Advertisement:
There are two types of infomercials, described as long form and
short form. Long form infomercials have a time length of 30
minutes. Short form infomercials are 30 seconds to 2 minutes long.
Infomercials are also known as direct response television (DRTV)
commercials or direct response marketing.

23. Brand Advertisement
Covert Advertisement
Infomercials Advertisement

24. • Celebrities Advertisement:
Although the audience is getting smarter and smarter and the
modern day consumer getting immune to the exaggerated claims
made in a majority of advertisements, there exist a section of
advertisers that still bank upon celebrities and their popularity for
advertising their products.
• Online Advertising:
Online advertising is the newest and fastest growing way to
advertise. The Internet now provides everything from links on
sites, to banner ads on sites, to small ads on sites, to pay per click
advertising.

25. Celebrities Advertisement
Online Advertisement

26. • Surrogate Advertisement:
Surrogate advertising is prominently seen in cases where
advertising a particular product is banned by law. Advertisement
for products like cigarettes or alcohol which are injurious to heath
are prohibited by law in several countries and hence these
companies have to come up with several other products that might
have the same brand name and indirectly remind people of the
cigarettes or beer bottles of the same brand.
• Broadcast Advertisement :
Broadcast advertising is a very popular advertising medium that
constitutes of several branches like television, radio or the Internet.
Television advertisements have been very popular ever since they
have been introduced.

27. Surrogate Advertisement Broadcast Advertisement

28. The cost of television advertising often depends on the duration of
the advertisement, the time of broadcast (prime time/peak time),
and of course the popularity of the television channel on which the
advertisement is going to be broadcasted.
• Public Service 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 Corona Virus,
HIV/AIDS, Political ideology and Energy conservation.

29. Public Service Advertisement

30. • Professional Advertisement:
Advertising directed toward professionals such as doctors, dentists,
and pharmacists, etc., who are in a position to promote products to
their patients or customers.
• Industrial Advertisement:
Advertising directed at commercial business customers. The
advertised products are raw materials, components, or equipment
needed in the production or distribution of other goods and
services.

31. Professional Advertisement Industrial Advertisement

32. Steps of Advertising Process
• Step 1: Identify Your Purpose
• Step 2: Target Your Audience
• Step 3: Select A Medium
• Step 4: Create The Ad
• Step 5: Place And Time The Ad
• Step 6: Fulfill Expectations

33. • Step 1: Identify Your Purpose:
Inform customers that your product or service is available and tells them
how to get it. Persuade customers that your product or service is better
than your competitors‟. Remind consumers to use your product or
service.
• Step 2: Target Your Audience:
The next step is to clearly identify to whom you want to say it. You want
to advertise to people who will buy your product or use your service.
Market research can tell you who and where your target customers are.
• Step 3: Select A Medium:
You want to reach as many potential customers as possible with the
most effective, efficient, and affordable medium you can select for the
advertising.

34. • Step 4: Create The Ad:
Beyond the widespread interest in great, creative advertising, your
product or service, purpose and budget are the realistic parameters.
Make sure that your ad is always appropriate for your audience,
product, service and budget.
• Step 5: Place And Time The Ad:
When selecting where to place your ad consider to reach the right
user, in the right place at the right time.
• Step 6: Fulfill Expectations:
Make sure that you can fulfill the promises mentioned in your
advertisement. Optimize your advertising strategy through tracking
and new innovative technologies.

35. AIDA Model
• The AIDA model was
developed by an American
marketing specialist, Elmo
Lewis.
• The concept originates from
advertising psychology and
describes the impact of
communication on
advertising.

36. • Attention:
It involves attention element of an advertisement which „catches
the eye‟ and attract attention. Its purpose is to attract public at first
sight. A person is likely to be attracted to advertisements which
concerns him and will be useful for him.
• Interest:
This is the second step to consumer's response. It is called “from
eye to mind” or “from attention to interest”. All good
advertisements start with consumer's point of interest . An
advertiser's approach should be to establish with the consumer,
who is advertising prospective buyer for the advertised product.

37. • Desire:
The main job of advertising is the transformation of an interest into
advertising desire in the consumer's mind for possessing that
product.
• Action:
This is the last stage in response to the advertisements. It prompts
action and turns prospects into buyers of the product. Expected
action can be secured by adopting various techniques such as, gifts,
samples, installment facilities, free demonstration etc. by using
phrases “Don't delay”, “Buy now”, “sale”, “Limited Stock etc.