This document contains information about a student named Malek Hinaben Ibrahimbhai who is submitting a paper on "Advertising the Art, The Power, The Creativity that make a brand" for their MA semester 4 course. The paper will discuss what advertising is, its purpose, the role it plays in making a brand, different advertising mediums, traditional advertising methods, and the role of internet and social media in digital advertising. It provides definitions and examples of advertising, its basic purposes, and the role it plays in developing brand image. The references cited at the end are discussed advertising mediums, blending digital and traditional advertising methods, and the role of advertising in brand image development.

1. Name: Malek Hinaben Ibrahimbhai
Paper no. : 15 Mass Communication &
Media Studies: An Introduction.
Roll no. : 8
Semester: MA Semester 4
Year: 19 - 21
Enrollment no. : 2069108420200026
Email Id: hinamalek21@gmail.com
Submitted to: Department of English M.K.
Bhavanagar University
Topic: Advertising the Art, The Power, The
Creativity that make a brand

2. Advertising
● What is Advertising?
● What is the purpose of Advertising?
● What is the Role of Advertising to
makes a brand?
● Which type of Medium of
Advertising?
● What is the Old method of
Advertising?
● In 21st Century, Role of Internet and
social media in digital advertising.

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4. “Creative without
strategy is called
‘art.’ Creative with
strategy is called
‘advertising.”
– Jef I. Richards

5. What is the meaning of Advertising?
● Advertising is a marketing tactic involving paying
for space to promote a product, service, or cause. It
is a means of communication with the users of a
product or service. The actual promotional
messages are called advertisements, or ads for
short. The goal of advertising is to reach people
most likely to be willing to pay for a company's
products or services and entice them to buy.
● Where to Advertise?

6. Sides of
buildings
Traditional advertising outlets include newspapers, magazines, TV and
radio stations. Today, however, advertisements are placed nearly
everywhere and anywhere, including:
Roadside
billboards Websites
Electronic
newsletters
Product
packaging
Restaurant
placemats
Store
windows YouTube
videos

7. To inform
To persuade
To remind

8. Basic purposes of Advertisements
Awareness
Reminder to use
Changing belief about
the brand
To assist salesmen in
marketing products
Generating direct sales Building the company’s
image

9. Famous ad man David Ogilvy once said astutely,
"I do not regard advertising as entertainment or an art
form, but as a medium of information."
Whatever else advertising is trying to do, whether with
words or pictures, its purpose always is to impart
information. The information isn't always about a product
or service, though. Advertising serves everything from
politics to social consciousness to get across a message.

10. ● In an increasingly competitive marketplace, greater emphasis is being
placed on brand image development as the basis for consumer
discrimination.
● Advertising has a central role to play in developing brand image,
whether at the corporate, retail or product level.
● It informs consumers of the functional capabilities of the brand while
simultaneously imbuing the brand with symbolic values and meanings
relevant to the consumer.
● These two functions of advertising closely parallel the informational
and transformational schools of advertising effects and theories on the
central and peripheral routes to consumer persuasion.
● Such dichotomous approaches to explanation are unlikely to represent
the reality of consumer choice in that brand image is likely to be formed
by the simultaneous absorption of advertising messages based on both
the functional and expressive capabilities of brands.
Role of Advertising to make a brand

11. Advertisement is the action of drawing more
attention to a product, brand, service or cause
using certain marketing tactics to increase
awareness or sales. In advertisements,
choosing a favorable medium is one of the
most important tasks. The advertising
medium is the method in which the message is
delivered to the intended target audience.
1. Target Audience
2. What is your budget?
3. What is the message that you wish to
convey?
Medium of Advertising

12. Traditional Methods of Advertising
Traditional advertising uses media and formats
that have been around for a long time:
1. TV
2. Radio
3. Cinema
4. Newspapers/Magazines
5. Billboards

13. In 21st century Role of Internet and social media in
digital Advertising
The 21st century offers
marketers to have more choices
in communication and also in
terms of support, media
opportunities, and various
internet facilities to make it
possible for the marketers to
compete around the globe
virtually (Richards, n.d).

14. Adams, Henry F. "The different kinds of mediums."
Advertising and its mental laws, pp. 37-47.
Gutkowski, Greg. 21st Century Marketing: How to
Blend Digital and Traditional Methods. 2019.
Meenaghan, Tony. "The role of advertising in brand
image development." Journal of Product & Brand
Management, vol. 4, no. 4, 1995, pp. 23-34.
References:

15. Thank you