This ppt is belongs to marketing manager and it's very helpful and important notes for students

1. INTRODUCTION TO
ADVERTISING
M O D U L E I a

3. LEARNING OBJECTIVES
 Meaning and Definition of Advertising.
 Features of Advertising.
 Advertising - Science, Art or Profession.
 Key Players in the Advertising Industry.
 Significance of Advertising.
 Criticism of Advertising.
 Role of Advertising in Marketing Mix.
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4. BOOKS & REFERENCES
• Moriatry, Mitchell & Wells - Advertising & IMC: Principles &
Practice.
• Gupta, Ruchi - Advertising Principles and Practice.
• Belch, Belch & Purani - Advertising and Promotion: An
Integrated Marketing Communications Perspective.
• Kotler, Lane & Keller - Marketing Management.
• Keller K.L. Parameshwaran A.M.G.Jacob.I. - Building,
Measuring, and Managing brand equity.
LINKS:
• https://www.4psnews.com/ad%20world
• https://en.wikipedia.org/wiki/Advertising
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5. A Coca-Cola advertisement
from the 1890s
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6. HISTORY OF INTERNATIONAL 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 was found in many parts of
Asia, Africa, and South America.
Indian rock art paintings that date back
to 4000 BC.
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7. Bronze plate for printing an
advertisement for the Liu
family needle shop
at Jinan, Song dynasty China.
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8. In Europe - images associated with
trade - boot, a suit, a hat, a clock,
a diamond, a horseshoe, a candle,
bag of flour.
Fruits and vegetables - proprietors
used street callers (town criers) to
announce their whereabouts.
18th century - in newspapers
(England)- to promote books and
newspapers and medicines.
False advertising and so-called "quack"
advertisements - regulation of
advertising content.
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9. Thomas J. Barratt - "the father of modern
advertising".
Pears Soap company, - the use of targeted
slogans, images and phrases.
"Good morning. Have you used Pears' soap?"
19th CENTURY
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10. 1836 - French newspaper La Presse - first to include paid advertising in its pages.
1842 - Volney B. Palmer bought large amounts of space in various newspapers at a discounted rate
then resold the space at higher rates to advertisers.
First full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia.
By 1900 the advertising agency had become the focal point of creative planning, and advertising was
firmly established as a profession.
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11. 20th CENTURY
1910s and 1920s – Doctrine: Human
instincts could be targeted and
harnessed – "sublimated" into the desire
to purchase commodities.
Edward Bernays, - called the founder of
modern advertising and public relations.
(“The father of public relations)
The tobacco companies
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12. The first American
advertising to use
a sexual sell was
created by a woman –
Helen Lansdowne
Resor of the J. Walter
Thompson.
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https://adage.com/article/s
pecial-report-100-most-
influential-women-in-
advertising/influential-
women-advertising/237265

13. Slogans, Mascots, and Jingles - on radio - 1920s and early television in the 1930s.
The earliest radio drama series were
sponsored by soap manufacturers and the
genre became known as a SOAP OPERA.
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14. Chrysler and Exxon - using insights drawn research methods from psychology and cultural anthropology.
1950S - DuMont Television Network - selling
advertisement time to multiple sponsors.
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15. 1980s and early 1990s –Cable Television - MTV
Specialty Channels
Devoted to advertising - Home
Shopping Network.
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16. With the advent of the ad server, online
advertising grew, contributing to the "dot-
com" boom of the 1990s.
Guerrilla marketing
Domain name registrants - driven by pay per
click search engines like Google or Yahoo.
(Unconventional)- Jay Conrad Levinson's
1984 book Guerrilla Marketing.
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17. HISTORY OF INDIAN ADVERTISING
Major Milestones in Advertising in India
Classified advertising - 1780 in ‘Bengal Gazette’- India’s first
newspaper.
1940-50
 In 1941, Lux signed Leela Chitnis as the
first Indian film actress to endorse the
product.
 In 1946, Air India’s Bobby Kooka along
with JWT’s (ad agency) Umesh Rao
created our own hospitable Maharaja
(first Indian mascot).
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18. 1950-60
 1952- Vicks Vaporub (P& G) - one stop solution for all cold
symptoms.
 Amritanjan – an all-purpose ointment meant for cold,
aches, pains, sprains, etc.
 1957 -The All India Radio’s Vividh Bharti Vigyapan Sewa .
 First jingles - Hamam, Lifebuoy and Vicco Vajradanti.
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19. Alyque Padamsee
1959 - ‘Surf’
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20. 2/23/2024 AD 20
• https://brandequity.ec
onomictimes.indiatime
s.com/news/advertisin
g/agency-reckoner-
2018-19-top-50-most-
influential-people-in-
advertising/70562120
• https://www.admecind
ia.co.in/graphic-
design/top-10-ad-
gurus-india/
Agency Reckoner 2018-19: Top 50 most influential people in advertising

21. 1960-70
 The Muscle-man of MRF was created by
Alyque Padamsee.
 1964 saw Lifebuoy go through a major re-
launch campaign - Famous jingle, “Lifebuoy
hai jahan tandaroosti hai wahan.”
 1967 - The first Amul hoarding - the ‘Utterly
Butterly Delicious’ Girl in a polka dot frock .
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22. 1970-80
 1975 – Liril Girl - Liril’s positioning as a bathing soap made
Alyque Padamsee.
 In 1977, Coca-Cola was virtually driven out of India.
 The domestic colas including Double 7, followed by Campa
Cola, ThumsUp and McDowell’s Thrill.
 1970s saw the emergence of National Readership Surveys.
 The birth of television in India in 1978.
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23. 1980-90
 1976 - The soft drink
concentrate concept - as Jaffe,
by Pioma company name
changed to Rasna in 1979.
 1983 - ‘I Love You Rasna’
campaign (Mudra group).
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24.  Charms - colour ads in newspapers.
 1983 - Voltas - corporate ad in the Times of India -
two-page ads.
 1982 - Asian Games - Colour TV.
 1980s - Surf faced tough battle from Nirma - Lintas -
a bargain-oriented housewife ‘Lalitaji’, - “Surf ki
kharidari mein hi samajhdari hai” .
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25.  Nestle came up with its 2-minute snack
food, Maggi Noodles.
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26.  Hero Honda rolled out its first
motorcycle, the CD 100, in 1985 with the
memorable ‘Fill it, Shut it, Forget it’
campaign.
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27. Bajaj - ‘Hamara Bajaj’
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28. 2/23/2024 AD 28
https://www.storytimes.co/onida-devil
The Journey Of Onida
Devils | Then Vs Now
1980

29.  Vinod Khanna -
Cinthol soap (1986).
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30.  Pepsi’s ad campaign “Yehi hai
right choice baby, aha”
featuring Remo Fernandes
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31. 1990-2000
 1990s saw the satellite TV hit India. Star Plus was
the first satellite TV channel to be aired in the
Indian subcontinent, followed by Zee TV, India’s
first private satellite channel.
 1990s marked the beginning of a new medium-
Internet.
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32. 1998
 Pepsi Co. - the first animated mascot, Fido Dido- 7 Up.
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33. 1998
 The Tuff shoes TV and print campaign -
Milind Soman and Madhu Sapre.
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34. 1990’ s
 (chocolate) was re-defined - ‘Real Taste of
Life’ campaign by Cadbury, shifting the focus
from ‘just for kids’ to the ‘kid in all of us’.
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35. 2/23/2024 AD 35
https://zeenews.india.com/viral/remembe
r-kuch-khaas-hai-ad-cadbury-wins-hearts-
with-a-gender-swap-twist-this-time-
2394872.html
Remember 'Kuch
Khaas Hai' ad?
Cadbury wins hearts
with a gender-swap
twist this time

36. 2003
 The ‘Incredible India’ campaign.
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37.  Hutch - mascot - the pug.
 Hutch’s slogan “Wherever you go our network follows”.
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38. 2003
 Social Advertising - the ‘Do Boond Zindagi Ke’
campaign (the National Pulse Polio Immunization
Programme).
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39.  2006 - The metrosexual male arrived with Shahrukh Khan - Lux Soap.
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40.  2007 - Idea Cellular came up with its “What an idea, sir ji” campaign.
 2007 - Tata Tea’s” “Jaago Re campaign.
2/23/2024 AD 40
Education for all
Walk and talk
Save paper, save tree

41.  2009 - Vodafone Zoozoos aired during the IPL season.
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42.  2010 - Volkswagen’s Vento - The
Times of India and The Hindu -
‘Talking Newspaper’.
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43. CASE STUDY
How did advertising help LIC to beat competition?
https://www.business-
standard.com/article/co
mpanies/40-years-ago-
and-now-advertising-
helped-insure-lic-against-
competition-
114121700166_1.html
2/23/2024 AD 43
MBA
Assignment: 15 Marks
Last date for submission: 25 October (Wednesday)

44. MEANING AND DEFINITION OF ADVERTISING
The term ‘advertising’ is derived from the Latin word ‘adverter’ which means ‘to turn’ the attention.
DEFINITION
ADVERTISING is “any paid form of non-personal presentation and promotion of goods, services and
ideas by an identified sponsor.”
- American Marketing Association
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45. “ADVERTISING is paid, non-personal communication of information from an identified sponsor
using mass media to persuade or influence an audience so as to maximize profits.”
NEW DEFINITION 1
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46. “ADVERTISING is controlled, identifiable information and persuasion by means of mass
communication”.
NEW DEFINITION 2
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47. FEATURES OF ADVERTISING
 Any Paid Form
 Non-personal Presentation and Promotion
 Goods, Services and Ideas
 Identified Sponsor
 Means of Mass Communication
 Controlled
 Persuasion
 Advertising is a Science and an Art
 Advertising is a profession
 Creative
 Investment
 Goal-oriented
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48. 2/23/2024 AD 48

49. ADVERTISING - SCIENCE, ART OR PROFESSION?
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50. THE ADVERTISING INDUSTRY
 The Advertiser
 The Advertising Agency
 The Media
 The Vendor (the Suppliers)
 The Target Audience
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51. SIGNIFICANCE OF ADVERTISING
Benefits to Manufacturers
 Introduction of New Product
 Steady Demand
 Promotes New Uses of the Product
 Economies of Scale
 Meeting Competition
 Corporate Image
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52. SIGNIFICANCE OF ADVERTISING
Benefits to Customers
 Education of Customers
 Convenience in Shopping
 Lower Prices
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53. SIGNIFICANCE OF ADVERTISING
Benefits to Salesman
 Supports Salesmen
Benefits to the Society
 Employment Generation
 Standard of Living
 Sustains the Press
 Helps to solve Social Problems
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54. 2/23/2024 AD 54
Netizens call for complete boycott of Fabindia over 'Jashn-e-Riwaaz' collection, brand takes down ad promo
https://economictimes.indiatimes.com/magazines/panache/fanindia-jashn-e-riwaaz-netizens-call-for-complete-boycott-of-fabindia-for-its-latest-ad-campaign-and-clothing-collection-brand-deletes-
tweet/articleshow/87129973.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

55. 2/23/2024 AD 55
Amitabh Bachchan terminates contract with pan masala brand, returns fees: ‘Wasn’t aware it falls
under surrogate advertising’
https://indianexpress.com/article/entertainment/bollywood/amitabh-bachchan-terminates-contract-with-pan-masala-brand-returns-fees-7564906/

56. CRITICISM OF ADVERTISING
 Higher Prices
 Artificial Needs
 Not Productive
 Deceptive
 Offensive
 Creates Monopoly
 Consumption of Harmful Products
 Discontented Society
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57. 1. Define advertising. What are the various features of advertising?
2. Advertising is a science, art and profession. Comment.
3. What are the key players in the advertising industry? Discuss briefly their roles in the advertising
process.
4. Explain how is advertising important to manufacturers, consumers, salesmen, and the society in
general.
5. What are the various criticisms levied against advertising?
6. Money spent on advertising is a waste. Do you agree?
QUESTIONS FOR DISCUSSION
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58. THANK YOU
DR. MD. SAIFULLAH KHALID
7533807620
Saif.kh92@gmail.com
m a r k e t i n g w i t h s a i f. c o m