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ADVERTISING management
- 1. BBA 301 :Advertising Management Pawan Kumar
- 2. Unit – I:Advertising:Introduction, Scope, importance in business: Role of advertising, function of advertising, key players in advertising, types of advertising. UNIT – I: Nature, Scope & Functions
- 5. What isAdvertising Whatis Management Advertising is a Promotional activity which aims to sell a product or service to a target audience.
- 7. Town CriersAdvertising TownCriers: In ancient towns and cities, where the majority of citizens were illiterate, town-criers were appointed to call out official announcements and general news. Trademarks: The practice of attaching seals or marks to products was widespread in antiquity. Around 4,000 years ago, producers began by attaching simple stone seals to products which, over time, were transformed into clay seals bearing impressed images, often associated with the producer's personal identity Trade Mark Signage is a broader term that includes any type of graphical representation or displays with an objective to convey information or a message to an audience. Similarly, signage advertising simply means to advertise or promote a brand/business/company with a graphical display.
- 9. Aim ofAdvertising ObjectiveofAdvertising
- 10. Function ofAdvertising Scopeof Advertising
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- 22. Direct response advertisingis a sales and marketing technique used to generate leads and reward customers for performing certain tasks, like sharing a link or referring a friend. This type of advertising can be effective because it encourages customers to connect with a brand by providing incentives.
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- 24. Interactive advertisingrefers to promotional techniques that include an element of feedback from those to whom the advertisements are directed. This feedback gives the advertiser analytical data that can be used to improve the advertising methods being employed. Interactive advertising is usually used to refer to online advertising, but can also be applied to offline advertising methods such as consumer surveys. REEBOK ( Interactive Advertising ) Trying to compete with a brand like Nike means you have to get pretty creative. Reebok decided to do just that in Sweden by creating an interactive advertising campaign that really got consumers excited. Reebok installed a combination speed cam and a shoe display in the center of town. Then they told people that whoever ran past the display the fastest would get a free pair of shoes. Read more at Gist: 7 Great Examples of Interactive Advertising https://getgist.com/examples-of-interactive- advertising/
- 26. The Functions ofAdvertising •Builds awareness of products and Brands • Provides product and brand information • Persuades people • Provides brand reminders • Creates a brand image • Reinforces purchases and brand experiences • Provides incentives to take action
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- 28. Nature ofAdvertising • Advertisingis distinguished from other forms of marketing communications: – It has a verbal and/or visual message. – The sponsor of the message is identified. – Delivery is through recognizable (usually mass) media. – There is payment by the advertiser to the agencies
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- 30. The Key Players •Advertiser (client) • Agency • Media • Supplier • Audience
- 31. The Key Players • Advertiser (client) •Uses advertising to send out a message about its products • Initiates the advertising effort by identifying a marketing problem • Approves audience, plan and budget • Hires the advertising agency
- 32. The Key Players • Agency 1.•Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities 1. Advertising department
- 33. The Key Players •Media 1.• The channels of communication that carry the message to the audience 1.• Are also companies or huge conglomerates 1.• Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches to.
- 34. The Key Players •Supplier 1.• Assist advertisers, agencies, and the media in creating and placing the ads 1.• Vendor services are often cheaper than those in-house
- 35. The Key Players •Audience 1.• The desired audience for the advertising message 1.• Data-gathering technology improves accuracy of information about customers 1.• Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
- 36. Advertising communication process Advertiser Amanufacturer, retailer or service organisation. Message Prepared by an ad agency using artwork, music etc Media Newspapers, TV, radio, magazines etc. Perception Decoding and adoption of the message depending on the attitudes, Audience values, experiences etc. Specific market audience with geographical, demographical and psychological characteristics.
- 37. Role of advertisingin social and economic development of India By advertising, companies are making commitments hence the quality of products and services can be produced.
- 38. Role of advertisingin social and economic development of India It provides education to the customers employment to many people.
- 39. Role of advertisingin social and economic development of India Advertisement enhances the competition quality products and services are produced.
- 40. Role of advertisingin social and economic development of India The demand for the products increases which result in the rotation of money. Creates employment: Advertising provides and creates more employment opportunities for many talented people in the industry.
- 41. Ethics and truthsin Indian Advertising. Ethics: Choice of Good / Bad ; Right / Wrong Moral Principles / Values Individual / Group Decisions Group Behaviour in • analysis • conduction of activities, • setting norms
- 42. Ethics and truthsin IndianAdvertising – Role ofAdvertising Consumer Brand Loyalty & Less sensitive to Price, option search Marketer Incentive for more advertising Competitor Forced to do more advertising
- 43. Ethics and truthsin IndianAdvertising – Ethical Issues Ethical Issues Misleading Manipulation Deceives Testimonials Offensive to public decency Attacking competitors
- 44. Ethics and truthsin IndianAdvertising – Truths Advertisement must to truth and avoid Misrepresentation – Fanning to Space Station Make-Believe Statistics – Sales or Purchase or Association of Clients Misuse of Testimonials - Celebrity Surrogate advertising – Alcohol for water Fantastic Claims – Coding & White hat Jr Vulgarity – Sexism,
- 45. Ethics and truthsin IndianAdvertising Advertising Standards Council of India (ASCI) self regulation laws, standards and codes to provide guidelines for the advertisers, publications and advertising agencies mainly prohibit those aspects of advertising which are unethical
- 46. Ethics and truthsin IndianAdvertising ASCI Objectives Ensure the truthfulness in the advertisement Checks misleading information Puts control on offensive ads of public decency. Ensures true and fair competition Avoids artificial competition. Restrict ads of hazardous products
- 47. Ethics and truthsin IndianAdvertising DOORDARSHAN CODE No advertisement should be permitted : To derides any race, caste, colour, creed, nationality Which is against any of the objective principles, or provision of the constitution of India; Which will tend to incite people Which exploits the national emblem
- 48. Ethics and truthsin IndianAdvertising DOORDARSHAN CODE No advertisement as News. Efficiency as per Consumer Protection Act, 1986. No to Guarantee or Guaranteed etc., Information shall be accurate - weight, quality or prices
Editor's Notes
- #41 Economic Role of Advertising Advertising performs an economic function for an advertiser, affect economic decision of the audience and is an integral part of the whole economic system.Advertising stimulates demand, educate consumer about new product, policies, programmes services and organizations, increase competition and improve standard of life-style by helping to bring new product to the consumer.Advertising boosts the economy by helping to introduce new products faster and more effectively to consumer by supporting to achieve the economies of scale faster and by helping to remove the monopoly of the product. Social Role of Advertising Advertising reflects society and society reflects advertising. At social level advertising plays upon, derives from and contributes to the social texture of a country.Various social changes are brought about or helped by advertising. Adult education, family planning and pulse polio campaign are the examples of few successful social advertising campaign. It makes role models who can create societal change.Advertising are efficient source of information for product quality, new material or merchandise, new technology and cost. ƒIt reduces distribution costs, encourage competition and increases product quality through brand identity. ƒIt supports mass media to maintain independence from government, political parties and other special interest groups. Negative Role of Advertising in the Society Objectionable and in bad taste – Some critics feel that advertising is objectionable because the creative effort behind it is not in good taste. Intrusive, repetitive, unreal, offensive and depressing are some of its unpleasant features.Excessive fear appeal – The fear appeal in advertising creates anxiety that is supposed to be subsidized by an available product. Such appeals may create emotional disturbances in some audience members. Products like fairness cream, insurance or a germ killing toothpaste all tries to play with the fear factor.Intrusiveness – An advertisement campaign moves with repetition from a period of effectiveness to acceptance, to a period of irritation.Manipulation – Advertisements have the raw power to manipulate consumers. Many companies have the capacity to obtain large numbers of advertisement exposures, which is not good for healthy competition. Effects on Values and Life-Style Advertising receives wide exposure as it is disseminated through mass media. It has an effects on what people buy and thus on their activities. It is a persuasive vehicle which has an impact on the values and life-style of society. The impact of advertising has its negative as well as positive side.The relationship of advertising to materialism – Advertising create or foster materialism. Materialism is defined as the tendency to give undue importance to material interests. People buy high-end luxury products for social status. It reflects changing values and attitudes that are created by more significant sociological forces.Advertising plays role in creating harmful stereotypes of women and ethnic minorities.Contribution of advertising in promoting harmful products – The harmful products like tobacco, alcohol are promoted through surrogate advertising.