INTRODUCTION TO ADVERTISING

1. ADVERTISING PART - I
Advertising & Society
 Definition , Scope & Role

2. What is Advertising?
Advertising is:
Paid, Nonpersonal Communication
From An Identified Sponsor Using
Mass Media to Persuade or
Influence an Audience.
Advertising is:
Paid, Nonpersonal Communication
From An Identified Sponsor Using
Mass Media to Persuade or
Influence an Audience.

3.  structured and composed nonperson
communication of information,
 usually paid for and usually persuasive in
nature,
 about products (goods, services, and ideas)
 by identified sponsors through various media

4. In Short AIDA Principle:
Attract Attention – Capture reader
Create Interest – You keen to find
out more
Develop Desire – Feel a need to buy
Promote Action – Information that
you will need to buy

5. The consumer is not a moron.
She's your wife. Don't insult her
intelligence, and don't shock her.
““

6. Purpose Of AdvertisingPurpose Of Advertising
Delivering the proper message to
customers
To convince customers that a company’s
services or products are best
Enhance the Image of company
Demonstrate new uses for established
products to hold existing customers

7. Provide Product &
Brand Information
Provide Product &
Brand Information
Provide Incentives
To Take Action
Provide Incentives
To Take Action
Provide
Reminders and
Reinforcement
Provide
Reminders and
Reinforcement
Advertising
Performs 3 Basic
Functions
Advertising
Performs 3 Basic
Functions
Functions of Advertising

9.  Simply put: Advertising exists to help to
sell things.
 It is mainly about brands
 It is mainly designed to create and
strengthen consumer impressions of the
brand
 Exception is public service advertising

10. Age of
Print
Industrial
Revolution &
Consumer Society
Age of
Science
Rise of
Agencies
Advertising
Declines
Reintroducing
Consumers to
Marketing
Creative
Era
Accountability
Era
The Evolution of Advertising
1441-
1850
1850’s-
1900
1900-
1950’s
World War I-
World War II
1950’s 1960’s-
1970’s
1970’s-
1990’s
1920’s

11. Roles of Advertising
Marketing RoleMarketing Role
Communication RoleCommunication Role
Economic RoleEconomic Role
•Marketing is the process a business
uses to satisfy consumer needs and
wants through goods and services.
Societal RoleSocietal Role
•Advertising is a form of mass
communication.
•Improves standard of living and the
economy by generating material
consumption.
•Informs us about new and
improved products, teaches us how
to use these innovations, etc.

12. INFORMATIVE ADVERTISINGINFORMATIVE ADVERTISING
Building A Brand And Company Image
Telling The Market About A New Product
Explaining How The Product Works
Suggesting New Usage Of A Product
Informing The Market Of A Price Change
Describing Available Services And Support
Correcting False Impression

13.  Strategy
 The strategy is the logic and planning behind
the ad that gives it direction.
 Advertisers develop ads to meet objectives.
 Advertisers direct ads to identified audiences.
 Advertisers create a message that speaks to
the audience’s concerns.
 Advertisers run ads in the most effective
media.

14. Creative idea
 The central idea grabs the consumer’s
attention and sticks in memory.
 Planning strategy require creative
problem solving.
 Research involves creativity.
 Buying and placing ads requires creative
thinking.

15. Execution
 Effective ads are well executed reflecting
the highest production values in the
industry.
 Clients demand the best production the
budget allows.

16. Media
 Television, Internet, magazines, and
other media are used to reach a broad
audience.
 Deciding how to deliver the message
requires creativity.
 How you say something and where you
say it is just as important as what you
say.

17. Type Of Advertising MediaType Of Advertising Media
 Outdoor Advertising (Billboard, Transport)
Media Advertising (Television, Radio)
Print Advertising (Newspaper, Magazine)
Internet Advertising
Celebrity Advertising
Cinema Advertising
Retailer/Local Advertising
Brand Advertising

18. Five Players In AdvertisingFive Players In Advertising
1. Advertiser
2.Advertising Agency
3. Media
4.Vendors
5.Target Audience

19. Classification Of AdvertisingClassification Of Advertising
On basis of
Demand
 Product demand
 Brand demand
o Advertising of
service
 Hotel services
 Education services
 Transportation services
 Hospitality services
 Financial service
 On Geographical
basis
 Global
 National
 Regional
 Local
 On Basis of Target
Groups
• Consumers
• Professional

20. Does advertising affect Society?

21. ADVERTISING & SOCIETY
 In recent times, the word 'Advertising' has
become a fiercely mooted topic.
 Advertising has positive as well as negative,
social and economic impacts on our society.
 Considering advertising as a public welfare is
a positive social impact whereas exposing
women as a sex tool comes at the negative
side.

22.  As far as economic factors are
concerned, funding for the media and
stimulating an active and competitive
economy, are the major examples.
 There are various blames that
advertising is causing a negative social
impact on the lives.

23.  The chief unfavorable judgment for advertising
is that it hales the public to buy things that they
are not their real want.
 It is arrogated that advertising plays with
emotions and encourages people to think that
buying and depleting are the activities of life.

24. Advertising and Stereotyping
Portrayal of women to
reflect their changing role
in society
Portrayal of women to
reflect their changing role
in society
Portrayal of
women as
sex objects
Portrayal of
women as
sex objects
Ethnic
stereotyping/
representation
Ethnic
stereotyping/
representation
Gender
stereotyping
Gender
stereotyping
Sexual
orientation
Sexual
orientation
Criticisms of
Advertising
With Regard to
Stereotyping
Criticisms of
Advertising
With Regard to
Stereotyping

25. SEXISM IN ADVERTISING
Images in magazine ads
and television
commercials show
women as sexual objects
to attract the attention of
potential customers.
The objectification of men as sexual
beings is also becoming
increasingly common in advertising.

29.  So, the impact of advertising on our society is
in a jumble form, depending on the functions
and implementations of numerous campaigns.
 Our society and the marketing of products
depends upon advertising.
 The companies have become much dependent
on advertising that even its negative impacts
can never outweigh the many positive social
and economic effects .

30.  THANKYOU
 BY. Prof. Pooja Gupta