The document provides an overview of advertising, including its meaning, basic components, purposes and objectives, importance, types, and effectiveness. It discusses print, broadcast, outdoor, covert, surrogate, public service, celebrity, online, and professional advertising. It also covers advertising plans and agencies. As examples of effective advertising, it highlights Airtel's "Dhuaan Dhuaan" commercial for depicting the father-son relationship with seamless network coverage, creating an emotional connection.

1. ADVERTISEMENT
SUBMITTED BY
RAJWANT KAUR &
BHUPINDER KAUR

2. CONTENTS
 Meaning & Definition
 Basic Components
 Purpose & Objectives
 Advertisement Plan
 Importance
 Advantage & Disadvantages
 Types of advertising
 Top 5 Ad Agencies of India
 Ad Effectiveness
 Case Study

3. Introduction & Meaning
 The process of delivering a message about ideas, goods and
services, through the media, paid by an identifiable sponsor.
 Advertising is a paid form of publicity and any sponsor defined
communication designed to in influence buyer behaviour is
advertising
 According to American Marketing Association ”advertising is any
form of non personal presentation and promotion of ideas, goods
and services by an identified sponsor”.

4. Six Basic Components
1. Paid
2. Non-personal communication
3. Sponsor is identified
4. Using mass media
5. Tries to persuade or influence
6. Reaches large audience

5. Definition-Albert frey
“The preparation of visual and oral messages and
their dissemination through paid media for the
purpose of making people aware of and favourably
inclined towards a product, brand, service, institution,
idea or point of view.”

6. Purpose and objectives of advertisements
 To introduce a new product by creating interesting for it among
the prospective customers .
 To support personal selling programme. Advertising may be used
to open customers doors for salesman.
 To reach people inaccessible to salesman.
 To enter a new market or attract a new group of customers.

7. Con’td…………..
 To light competition in the market and to increase the sales as
seen in the fierce competition between coke and Pepsi.
 To enhance the goodwill of the enterprise by promising better
quality products and services
 To improve dealer relations advertising supports the dealers in
selling he product. Dealers are attracted towards a product which is
advertise effectively.
 To warn the public against imitation of an enterprise’s products.

8. The Advertising Plan
An Advertising Plan Matches the Right Audience to the Right Message and
Presents It in the Right Medium to Reach That Audience & Has Three
Elements.
Targeting the Audience: Whom are you trying to reach?
Message Strategy: What do you say to them?
Media Strategy: When & where will you reach them?

9. Key Concepts of Advertising

10. IMPORTANCE
Promotion
of sales
Mass
production
Support to
press
Brand
identity &
Brand image
Research
Introduction
of a new
project
Creation of
good public
image
Increase the
buzz value
Creating
awareness

11. Types :
 Print Advertising
 Outdoor Advertising
 Broadcast advertising
 Covert Advertising
 Surrogate Advertising
 Public Service Advertising
 Celebrity Advertising
 Online advertising
 Professional advertising

12. Print Advertising
 Definition: If an advertisement is printed on paper, be it
newspapers, magazines, brochures, fliers that would be
considered a portable printed medium, then it comes
under the banner of print advertising.
 Provides more and detailed information. For example,
people who cannot afford a TV or no time rely on
newspapers for accurate news and therefore
advertisements can easily reach to these audiences

13. Types of Print Media
 Newspaper
 Magazine
 Direct Mail
 Directory Advertising
 Outdoor Advertising
13

14. Examples

15. Outdoor advertising
Advertising on bill boards or signboards, outside of a
building and often by the roadside.
The billboard advertising is very popular however has to
be really terse and catchy in order to grab the attention of
the passers by

16. Means of Outdoor Advertisement
Outdoor
Advertisement
Sandwich
man
Posters
Electrical
arrangement
Travelling
display
Skywriting
Painted
display

17. Examples of outdoor ad.
Painted Display &
posters
Travelling Display
& Painted Display
Sky-writing &
sandwich man

18. Broadcast advertising
 Broadcast advertising is a very popular advertising medium that
constitutes of several branches like television, radio or the Internet
 Television advertisements have been very popular ever since they have
been introduced.
 The cost of television advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time), and of course
the popularity of the television channel on which the advertisement is
going to be broadcasted.

19. Broadcast media Television ads
 Ultimate advertising medium for many businesses
 Combines all creative elements: sight, sound, action and color
 Most T.V. ads are 30 or 60 second spots
19

20. Broadcast Media Radio
Reaches 96% of people 12 years and older within a
week
Can be heard just about anywhere
Cost effective
Targets specific segments of the radio listening
market
Radio ads are 10, 20, 30 or 60 second spots
20

21. Examples

22. Covert Advertising
 Covert advertising is a unique kind of advertising in which a product
or a particular brand is incorporated in some entertainment and
media channels like movies, television shows or even sports.
 Some of the famous examples for this sort of advertising have to be
the appearance of brand Nokia which is displayed on Tom Cruise’s
phone in the movie Minority Report, or the use of Audi cars in the
movie bodyguard.

23. Surrogate Advertising
 Surrogate advertising is prominently seen in cases where advertising
a particular product is banned by law.
 Advertisement for products like cigarettes or alcohol which are
injurious to heath are prohibited by law in several countries and
hence these companies have to come up with several other products
that might have the same brand name and indirectly remind people
of the cigarettes or beer bottles of the same brand

24. Continued………….
Common examples :
 include Fosters and Kingfisher beer brands, which are often seen to
promote their brand with the help of surrogate advertising.
 The Health Minister had challenged the name of the Bangalore
Indian Premier League (IPL) cricket team, “Royal Challengers”,
which was such an obvious and blatant form of surrogate
advertising for liquor brand “Royal Challenge”.

25. Examples

26. Public Service Advertising
Public service advertising is a technique that makes use of
advertising as an effective communication medium to
convey socially relevant messaged about important
matters.
Examples : AIDS, energy conservation, political integrity,
deforestation, illiteracy, poverty and so on.

27. Examples

28. Celebrity Advertising
Although the audience is getting smarter and
smarter and the modern day consumer getting
immune to the exaggerated claims made in a
majority of advertisements, there exist a section of
advertisers that still bank upon celebrities and their
popularity for advertising their products.

29. Celebraity advertisement

30. Online advertising
Online advertising is the newest and
fastest growing way to advertise. The
Internet now provides everything from
links on sites, to banner ads on sites, to
small ads on sites, to pay per click
advertising.

31. EXAMPLE OF ONLINE ADVERTISING
 Banner ads
 Blogs
 Rich media ads
 Social networking advertising
 Online classified advertising
 Advertising networks
 Email marketing
 Advertising networks
 E-mail spam

32. Examples……….

33. Professional advertising
Advertising directed toward professionals
such as doctors, dentists, and pharmacists,
etc., who are in a position to promote
products to their patients or customers.

34. Examples……….

35. Advertising agencies typically have creative departments where print ads,TV
commercials, and other marketing communications are produced. advertisements,
graphic artists who plan and construct visual. These departments are staffed by
writers who craft the words in layouts, and other specialists who help in the
transformation of strategy into actual advertisements.
TOP 5 AD AGENCY IN INDIA-

36. TOP 5 AD AGENCY IN INDIA-
O & M
JWT
REDIFFUSION DY & R
MUDRA
McCann-Erickson India Ltd:
Link:-http://www.toplisthub.com/top-10-advertising-
agencies-in-india-2014/

42. What Makes an Ad Effective?
 1. If it creates an impression for a product or brand
 2. If it influences people to respond
 3. If it separates the product or brand from the competition
 4.It should be simple, complete, truthful, unique, informative and
enthusiastic.

43. India's top television ad
 Brand: Airtel
 Client: Bharti Airtel Limited
 Agency: Rediffusion DY&R,
Mumbai
 Production House/Director: Red
Ice / Shoojit Sarkar

44.  On a drizzly Mumbai afternoon, overcast skies let in a They decided to
celebrate the rains over tea and biscuitswith a brief from Airtel staring them in
the face.little more than conventional wisdom to the boys in Rediffusion DY&R.
 Airtel had a new director in Gopal Vittal, who joined the telecom behemoth in
January, with a clear-cut mandate of taking the brand forward inclusively. "We
wanted to show unmatched coverage and link it with unbreakable bond to
convey the functional benefit of the network with emotional connects," says Mr
Vittal.
 That's when K S Chakraborty, with a WG Grace-like visage, used rain as a
metaphor to effect. The ad in question evocatively depicts the father and son
relationship with rain in the backdrop. The son captures the sight and sound of a
downpour and calls up the father trapped in a board meeting. Simple joys,
human connect and seamless network form the sum and substance of this ad
and propels it to the number one slot in our rankings. "A brand with 40 million
subscribers needs a very large space to open up hearts," says Mr Chakraborty.