The document discusses the history and evolution of advertising from ancient times to modern practices. It covers the genesis of advertising in ancient Egypt, Greece, Rome and India through wall paintings and manuscripts. It then outlines the key components of the advertising process including objectives, types, and regulation of advertising in modern times.

1. PRIYANKA NAIR
Chapter 1
AN INTRODUCTION TO ADVERTISING

3. The campaign is promoted
through numerous promotional
media like print, television,
outdoor, internet, direct
marketing, public relations and
special events in locations like
London, New York, Paris, Zurich,
Amsterdam, Dubai and Singapore
INCREDIBLE INDIA

9. THE GENESIS OF ADVERTISING
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. Lost and found
advertising on papyrus was common in Ancient Greece and Ancient
Rome.
Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form, which is present to this
day in many parts of Asia, Africa, and South America.
The tradition of wall painting can be traced back to Indian rock art
paintings that date back to 4000 BC.
As education became an apparent need and reading, as well as
printing, developed advertising expanded to include handbills. 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; and medicines, which were
increasingly sought after as disease ravaged Europe.
Bill of sale for a donkey

10. THE GENESIS OF ADVERTISING
Advertising flyer from 1806 for a
traditional medicine called Kinseitan.
This is one of the oldest advertisements
of Japan. It is of edo period time- the
period between 1603 and 1867

11. THE GENESIS OF ADVERTISING
• Thomas J. Barratt from 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 well into the 20th century. Under Barratt's guidance,
Pears Soap became the world's first legally registered brand
and is therefore the world's oldest continuously existing
brand.
• An advertising tactic that he used was to associate the Pears
brand with high culture and quality. Most famously, he used
the painting Bubbles by John Everett Millais as an
advertisement by adding a bar of Pears soap into the
foreground. Barratt continued this theme with a series of
adverts of well groomed middle-class children, associating
Pears with domestic comfort and aspirations of high society.

12. Marketing is a composite of many activities right from identifying consumer needs and
wants to fulfilling them.
The American Marketing Association defines marketing as, the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and service to
create exchange that satisfies individual and organizational objectives.
For marketing to be effective it requires successful coordination in all of these activities at
different level in organisation.
Marketing is not limited to the exchange of tangible goods, but can be for various types of
entities- goods, services, places, events, properties, organisations, information, experiences
and ides!
WHAT IS MARKETING?

13. A marketer‟s job is to build a marketing program to achieve a company‟s objectives. For
this, he performs various marketing activities and these activities can be classified into 4
general categories i.e.
PRODUCT
PRICE 4 Ps of MARKETING
PLACE
PROMOTION
PRODUCT: this includes all activities related to the conception and planning of actual
product that fulfills consumer needs and wants. The products quality, design, features,
sizes, varieties, brand name, warranty, guarantee etc. are decided.
PRICE: this area deals with activities related to setting the price for a product. It also
includes retail and whole sale price, margins of channel members, discounts and
allowances, credit terms, payment period etc.
THE MARKETING MIX

14. PLACE: placement or distribution refers to all activities involved in getting the products to
the final consumer. It deals with distribution channels, market coverage, locations,
inventory, transportation etc.
PROMOTION: it refers to all activities concerned with informing consumers about an
organisation‟s offering, persuading them to buy it and reminding them about it from time to
time. Activities like advertising, sales promotion, direct marketing, public relations etc are
covered under this area
THE MARKETING MIX

15. Marketing communication involves all the activities concerned with effectively
communicating product information to select target audience.
A target audience is the group of consumers to whom marketing communication messages
are directed.
A company cannot succeed when it targets everybody in its marketing programme.
Marketing communication is used when a communicator wants to imprint something into
the consumer‟s mind, change the attitude or get consumer act.
It helps a company in selling product and staying in the business.
MARKETING COMMUNICATION

16. The word advertising is derived from its Latin root ad verter which means „to turn towards‟
or „ to attract attention to‟.
In a broad sense, it compromises of all acts that‟s are directed towards drawing attention.
Advertisement is, “any paid form of non- personal presentation and promotion of ideas or
products by an identified sponsor”.
The definition highlights following points:
• The „paid form‟ emphasis that advertising space or time must be purchased.
• „non- personal‟ nature emphasis the fact that it is not a direct or personalized presentation to
one individual but to a mass.
• „presentation‟ signifies the format in which advertisements communicate.
• „promotion‟ indicates the objective of advertising
• „identified sponsor‟ refers to the identification of the brand or the advertiser that is
communicating.
PRIME COMMUNICATION TOOLS: ADVERTISING

17. OBJECTIVES OF ADVERTISING
INFORM
PERSUADE
REMIND
REINFORCE

18. BRAND BUILDING ADVERTISING focuses on creating product awareness and building
brand image. It is strategic hence long term in nature.
TACTICAL ADVERTISING is more short to medium term, usually aimed at specific
marketing problem that can be solved through marketing communication. A type of tactical
advertising is DIRECT RESPONSE ADVERTISING which is aimed at stimulating a sale
directly. For .e.g. Reader’s Digest mailing directly to take subscription for 3 years for 25%
discount.
NATIONAL ADVERTISING is a type of advertising which is done on national level or on
most of parts of the country. National advertising is done through media which has good
national wise coverage like Doodarshan, Sony etc.
RETAIL ADVERTISING is done by retailers on a local sale. It is aimed at building more
store traffic, creating different image of store etc.
TYPES OF ADVERTISING

19. PUBLIC SERVICE ADVERTISING is for the cause of the public good. It is created for
non-profit reasons by associations or organisations to create public awareness.
CORPORATE ADVERTISING focuses on establishing a corporate identity.
PRIMARY DEMAND ADVERTISING intends to build demand for an entire product
category or industry through its generic nature by concept selling. For e.g. fair & lovely
fairness cream was launched was first of its kind which focused on building the category of
fairness cream by depicting the positive effects of fair complexion for better marital
prospects, job opportunities and social appreciation etc.
SELECTIVE- DEMAND ADVERTISING aims at building demand for a specific brand.
When the product category is fairly well- developed, organisations focus on differentiating
their individual brands through selective- demand advertising.
TYPE OF ADVERTISING

20. BUSINESS- TO- BUSINESS (B2B) ADVERTISING is
directed at those who are not the end- consumers, but
institutional customers who do not buy for self-
consumption. For e.g. raw materials like cotton, iron
ore etc. Blue Star deep freezers are advertised to ice-
cream parlor owners.
TRADE ADVERTISING is targeted to channel
members like distributors, wholesalers, retailers etc.
TYPE OF ADVERTISING

21. ADVERTISING IN PRACTICE
Advertising Codes lay down rules for advertisers, agencies and media owners to follow.
They include general rules that state advertising must be responsible, must not mislead, or
offend and specific rules that cover advertising to children and ads for specific sectors like
alcohol, gambling, motoring, health and financial products.
In India the ASCI- Advertising Standards Council of India ensures that advertisement
confirm to its Code for Self-Regulation. Advertisements need to be:
1. Truthful & Honest
2. Non-Offensive to public
3. Against harmful products/unsafe situations
4. Fair in Competition

22. ADVERTISING IN PRACTICE
There are other bodies that have some way in the regulation of advertising:
a.The Government (GOI)
b.the Indian Newspaper Society (INS)
c.The Indian Broadcasting Federation (IBF)