Advertising is not just the oldest but the ever-growing part of existence and business. We all need to know these basic things about Advertising.

2. Advertising-
Definitions
“Any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified
sponsor”
-American Marketing Association
“Advertising is any paid form of non-personal
presentation & promotion of ideas, goods, or services
by an identified sponsor.” - Philip Kotler

3. The Need for Advertising?
WHY to Advertise?
Inform – Persuade - Entertain

5. The Need for Advertising?
• Advertising adds to GDP by raising the level of economic activity and
boosting productivity
• Advertising boosts competition
• Advertising matches buyers and sellers more efficiently
• Advertising accelerates the growth of new businesses and ideas
• Higher levels of advertising spend increase GDP
• 1/3rd of UK television revenues come from advertising
• 90% of UK Google revenues come from advertising

6. Ad-Appeals
• Humor Appeal – A humor appeal uses laughter and playfulness to “cut through the clutter” of advertising,
grab the consumer’s attention, and make the product appeal likable or desirable.
• Music Appeal – Music is a natural link to emotions, memories, and experiences. Music is also catchy, and
works well to create brand recall and brand familiarity
• Scarcity Appeal – A scarcity appeal creates fear of missing out by encouraging consumers to think that if
they don’t buy now, they will miss out.
• Rational Appeal – Some consumers are driven by reason and logic over other emotions; it is these
consumers that rational advertisements appeal to
• Emotional Appeal – These type of neuro-marketing advertising appeals work to foster a sense of trust and
familiarity with the brand. Insurance companies often turn to emotional appeals to create a sense of trust
and loyalty with consumers and reinforce brand loyalty.
• Sexual Appeal – Sex sells; that should come as no surprise. With everything from makeup and body products
to luxury cars and designer brands, advertisers know that suggesting a link between the product or service
and enhanced sex appeal will motivate consumer interest and create a desire to purchase.
• Fear Appeal – As the name suggests, a fear appeal plays upon the real or perceived risks of either using or
not using the product or idea being marketed. If you “don’t buy,” fear-based appeal suggests that you will
experience a negative consequence.

7. Types of Advertising

8. 1. Consumer Product Advertising
• Consumer product advertising
is an activity to make product
or services known as well to
persuade the ultimate
consumer. An ultimate
consumer is a person who
buys the product or service for
his personal use.
i.e. Cosmetics

9. 2. Industrial Advertising
• Advertising targeted at
individuals who buy or
influence the purchase
of industrial goods or
other services is known
as industrial advertising.

10. 3. TradeAdvertising
• Advertising with in a trade to
attract the wholesalers and
retailers and motivate them
to purchase its products for
resale is termed as trade
advertising.

11. 4. Professional Advertising
• Advertising that is targeted to
professional groups, such as
doctors, lawyers, dentists,
engineers among others, to
encourage to use the
advertiser’s product or specify
it for other’s to use is known as
professional advertising.

12. 5. Surrogate Advertising
• Surrogate advertising is a
form of advertising which is
used to promote banned
products, like cigarettes,
alcohol, tobacco and narcotic
products, in the cover up of
another product.

13. 6. Corporate/Institutional Advertising
• In this form of
advertising, the
corporate presents its
own story to build up
a positive image of
itself in the public
mind. It is a public-
relations-approach
advertising.

14. 7. Public Service Advertising
• Public Service Advertising
(PSA) is done as a part of
social responsibility by the
advertising agencies or
business organization or
government or social
service institutions.

15. 8. Primary and Selective Demand Advertising
• Primary Demand
Advertising is designed
to create demand for the
general product class or
entire industry.

16. 9. Classified Advertising
• The ads which are
classified in
categories are
called classified ads.
These ads are
normally placed at
certain part of the
news paper.

17. 10. NGO Advertising
• There’s good advertising. Then
there’s advertising that does
some good. An advertising
with a core aim to raise social
issues and to help to make the
world a better place is a motive
of NGO advertising.

18. 11. Financial Advertising
• Financial advertising is the
specialized practice of
advertising
which promotes capital
issues to the investor, loan,
banking and mortgage
customer.

19. THE CODE FOR SELF-REGULATION IN
ADVERTISING
The purpose of the Code is to control the content of
advertisements, not to hamper the sale of products
which may be found offensive, for whatever reason, by
some people.
Provided, therefore, that advertisements for such
products are not themselves offensive, there will
normally be no ground for objection to them in terms of
this Code.

20. Need for Advertising Code?
I. To ensure the truthfulness and honesty of representations and claims made
by advertisements, and to safeguard against misleading advertisements.
II. To ensure that advertisements are not offensive to generally accepted
standards of public decency.
III. To safeguard against the indiscriminate use of advertising for the
promotion of products, which are regarded as hazardous to society or to
individuals to a degree or of a type and which is unacceptable to society at
large.
IV. To ensure that advertisements observe fairness in competition so that the
consumer's need to be informed of choices in the marketplace and the canons
of generally accepted competitive behavior in business is both served.

21. www.ascionline.org

22. ASCI
A self regulatory voluntary organization
of the Advertising Industry
Mission
To maintain and enhance the public's confidence in Advertising
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation
in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all
four sectors connected with Advertising, viz. Advertisers, Advertising Agencies, Media (including Broadcasters and
the Press) and others like PR Agencies, Market Research Companies etc.
The Consumer Complaints Council is ASCI's heart and soul. It is the dedicated work put in by this group of highly
respected people that has given incredible motivation to the work of ASCI and the movement of self- regulation in
the advertising.

23. Truthful & Honest
Truthful, fair and non-derogatory to competitors. Advertisements should not be
misleading and plagiarized.
Non-Offensive to public
Within the bounds of generally accepted standards of public decency and
propriety.
Against harmful products/unsafe situations
Not used indiscriminately for the promotion of products, hazardous or harmful to
society or to individuals particularly minors, to a degree unacceptable to society
at large.
Fair in Competition
Ensure that Advertisements observe fairness in competition so that the
consumer’s need to be informed on choices in the market place and the canons of
generally accepted competitive behavior in business are both served.
ASCI GOALS
Advertisements need to be:

24. About ASCI
ASCI is registered as a Not-for-Profit company under section 25 of
the Indian Companies Act 1956. ASCI promotes self regulation in
advertising.
It is not a Government body. It is a voluntary self regulation
council. Funds are generated for the activities of ASCI only through
membership subscription payable every year.