This document provides an introduction to advertising, including definitions, types, and key concepts. It defines advertising as paid persuasive communication that uses mass media to connect sponsors with target audiences. The main types of advertising discussed are brand advertising, retail/local advertising, political advertising, directory advertising, direct response advertising, business-to-business advertising, institutional advertising, public service advertising, and interactive advertising. The document also covers the role of advertising in marketing, key players in advertising like media and audiences, the need for advertising effectiveness, and key concepts like advertising strategy, creativity, and creative media use.

1. Introduction to Advertising
Sushant Dommeti
dcsushant@gmail.com
+91 7710904827

2. What is Advertising
https://www.youtube.com/watch?v=ZFb01yTR9bA

3. Defining Modern Advertising
Advertising is Paid persuasive
communication
Uses non personal mass media to
reach broad audiences to connect
an identified sponsor with a target
audience

4. Types of Advertising
Brand Ad
Brand Ad also known as national consumer focuses on developing a long-term brand identity
and image.
Usually, no retail sales messaging. You can identify a brand name. The ad is driving the brand’s
identity. It is targeted at national consumer.

8. Types of Advertising
Retail / Local advertising
Selling products in certain geographical area
With an aim to create awareness about the brand by
letting people experience the actual product, the
brand has also placed some of its best-selling chairs
on display at the lounge

9. Signs of retail ad: Can you see the word sales. % off.

10. Types of Advertising
Political Advertising Politicians use advertising to persuade
people to vote for them or their ideas.

11. Types of Advertising
Directory Advertising used by people to
find how to
buy a product or service
OLX
Quikr
Click.in
Sulekha

12. Types of Advertising
Direct Response Advertising Tries to
stimulate sales directly
Sign for direct response ad: Number to dial,
website to login (where u need to respond

15. Types of Advertising
Business to Business advertising messages
directed at retailers, wholesalers, distributors,
purchasers and professionals

16. Types of Advertising
Institutional Advertising
Corporate advertising used to establish an
identity or influence public opinion

17. Types of Advertising
Institutional ad
Usually, it is for a corporation, not a brand. Can
you see that the message is driving at establishing
a corporate identity? Or winning the public over
to the corporation’s point of view?.
https://www.youtube.com/watch?v=nnsSUqgkD
wU

18. Types of Advertising
Public Service advertising
Also known as nonprofit advertising)
communicates a message for a good cause

19. Types of Advertising
Interactive Advertising
Delivered to individual consumers who have access to a computer and the internet

21. http://www.ndtv.com/video/live/channel/ndtv24x7

22. Interactive Banner ads best examples
https://www.youtube.com/watch?v=dSkJoT6RM28
https://www.youtube.com/watch?v=Wd_8okTcyog
https://www.youtube.com/watch?v=1qx2ZGPqVOw
https://www.youtube.com/watch?v=G4t_6pn_CPU

23. Exercise

24. Types of advertising this print ad falls under

25. Types of advertising this print ad falls under

26. Types of advertising this print ad falls under

27. Types of advertising this print ad
falls under

28. Types of advertising this print ad falls under
https://shop.adidas.co.in/

29. Types of advertising this print ad
falls under

30. Types of advertising this
print ad falls under

31. Types of advertising this print ad
falls under

32. Role of Advertising in the perspective of
Marketing
• The process a business uses to satisfy consumer needs by providing goods
and services.
• Carry persuasive messages to actual/potential customers

33. Role of Advertising in the perspective of
Marketing
(1) advertising is seen as a vehicle for helping consumers assess value, through
price as well as other elements, such as quality, location, and reputation.
May help consumers better assess value.
(2) advertising is seen as so persuasive that it decreases the likelihood that a
consumer will switch to an alternative product regardless of the price charged.
May make consumers less price sensitive.

34. Role of Advertising in the perspective of
Marketing - Societal
Societal Inform about new products, help consumers compare products, mirror
fashion, influence taste
 Informs consumers about innovations & issues
 Mirrors fashion and design trends
 Teaches consumers about new products
 Helps shape consumer self-image
 Perpetuates self-expression

35. Role of Advertising in the perspective of
Marketing - Communication
 form of mass communication, connecting buyers and sellers in the
marketplace.
 Transmits market information to match buyers and sellers in the
marketplace. (provides information on product, price & place

36. Functions of Advertising
 Builds awareness of products and brands.
 Creates a brand image.
 Provides product and brand information (Eg: )
 Persuades people (note: Not bluff, cheap or con)
 Provides incentives to take action (eg: Buy two get 5 free, sure eat durians)
 Provides brand reminder (eg coke, pepsi
 Reinforces past purchases and brand experiences

37. Key Players in Advertising
 The Media composed of the channels of communication that carry the
message from the advertiser to the audience.
 Example: TV, Newspaper, Buses, Taxis, Billboard, Internet

38. Key Players in Advertising
 The Suppliers (Vendors) Suppliers or vendors assist advertisers, advertising
agencies, and the media in creating and placing ads.
 Example: artists, writers, photographers, directors, producers, and printers

39. Key Players in Advertising
 The Audience customer or prospective custome

40. Key Players in Advertising
 Example: Bajaj Allianz JFC7 Campaign (link-
 Advertiser: Bajaj Allianz
 Agency: Adjetter Media Pvt Ltd
 Media: – Facebook, Twitter, Instragram, Google Search, Google Display,
Mobile
 Audience:

41. Why need for effectiveness Advertising
 Today advertising is in a bind
o A down economy
o New technologies that threaten how advertising works eg. Email spam, SMS
ads, Search, social Media
o Increasing clutter
 Advertisers expect specific results that lead to sales
 Advertising must be effective

42. Why need for effectiveness Advertising
 Consumers (considered effective when)
• View ads for entertainment/curiosity
• May then learn the ad relates to a need
• May receive an incentive to risk change
• May find reinforcement for product decisions (reducing cognitive dissonance)
 Advertisers (considered effective when)
• Ads must gain consumers’ attention
• Ads must hold attention long enough to change consumer purchasing
behavior

43. Why need for effectiveness Advertising
 Consumers (considered effective when)
• View ads for entertainment/curiosity
• May then learn the ad relates to a need
• May receive an incentive to risk change
• May find reinforcement for product decisions (reducing cognitive dissonance)
 Advertisers (considered effective when)
• Ads must gain consumers’ attention
• Ads must hold attention long enough to change consumer purchasing
behavior

44. Key Concepts of Advertising

45. Key Concepts of Advertising- Advertising
Strategy
logic and planning behind the advertisement that gives it direction and focus
Advertisers develop ads to:
 Meet specific objectives
 Target a certain audience
 Speak to that audience’s most important concerns
 Appear in media that will reach the audience most effectively

46. Key Concepts of Advertising- Creativity
The creative concept is the ad’s central idea
 Grabs your attention
 Sticks in your memory
Creativity drives the entire advertising field
 In planning strategy
 In conducting research
 In buying and placing ad

47. Key Concepts of Advertising- Creative
Media Use
 How the message is being delivered ?
 Example: television, magazines, or the Internet
 Communication channels that reach a broad audience
 How to deliver the message is just as important coming up with the creative
idea of the message

48. Key Concepts of Advertising
Bajaj Allianz campaign
 Objective – Lead Harvesting
 Strategy (how) – placing a connect between the TA and football Craze
 Creative – select winners and send them to Munich
 Execution – digital Medium
 Media– Facebook, Twitter, Instragram, Google Search, Google Display,
Mobile , Native ads(TOI, Gana.com, Savan…) Programmatic Display .

49. Exercise

50. Key Concepts of Advertising
Audi
Objective
Strategy (how)
Creative
Execution
Media

51. Current Advertising Scenario
 Interactive advertising –How will technology change the face of advertising?
 Integrated marketing communications (IMC) –Unifying all marketing
communications tools to send a consistent persuasive message
 Consumer Power –Technology has given consumers greater leverage
 Niche marketing –More ads targeting smaller market segment

52. Thank You