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Advertising
1.
2. Definition
““Any paid form of non-personal presentation and
promotion of ideas, goods and services through mass
media such as newspapers, magazines, television or radio
by an identified sponsor”
------- Philip Kotler
Advertising is a form of communication for marketing and
used to encourage, persuade, or manipulate an audience
(viewers, readers or listeners; sometimes a specific group) to
continue or take some new action
------- Wikipedia
3. History
4000 BC
Street callers, town cries
Papyrus – Egypt, Greece, Rome
Rock art, Wall paintings - Asia, Africa, and South
America
Handbills and posters – plays, recruitment for
military
6. Advertising Planning
What
do i want my advertising to
accomplish?
Whom
What
should my advertising speak to?
should my advertising say?
Where
should I place my advertising?
7. 5 M’s of advertising
Money
Measure
ment
Media
5
M‟s
Mission
Message
8. Advantages of Advertising
Generate sales
Increases brand awareness
Sharing information, educating people
Helps create goodwill
Knowledge of competitors
Cost effective method to communicate to mass
audience
9.
Costly Functions
Increases the cost of the commodity
Misleading claims
Disturbing ethics and culture
Establish Monopoly- Small industries suffer
Influences purchasing power/Creating unrequited
desire
Misuse of advertising
10. Medias used in Advertising
Print Advertising
Guerrilla Advertising
Broadcast Advertising
Outdoor Advertising
Direct Advertising
Cell phone and Mobile Advertising
Online Advertising
14. Shock Advertising
Shock advertising or Shockvertising is a type
of advertising generally regarded as one that
“deliberately, rather than inadvertently,
startles and offends its audience by violating
norms for social values and personal ideals.”
They include lewd or tasteless sexual
references or obscenity, vulgarity, brutality,
nudity, gruesome or revolting scenes, or
violence
15. Features
Huge Impact On Consumer Purchases
Brand Image: This Impact May Be Positive Or Negative
Shock advertising is not for everybody.
Shock advertising creates curiosity
Brands And Government Organizations Are Using Shock
Advertisements In India
Axe
Zatak
Denver Deo
Amul Macho
Cancer Society Of India Etc
18. Surrogate Advertising: Softly
promoting hard products
Surrogate advertising of products is done by
promoting other products under the umbrella of
the original brand.
It includes promotional products like audio Cds,
Cassettes, Apparels etc.
Bagpiper : Club soda
Imperial Blue : Music CD's 'Men will be men„
Royal Challenge : Golf accessories, music CD's
and mineral water.
19.
20. Advertising Campaign
A coordinated series of linked advertisements with
a single idea or theme.
Broadcast through several media channels.
It may focus on a common theme and one or few
brands or products, or be directed at a particular
segment of the population.
Successful advertising campaigns achieve far
more than the sporadic advertising, and may last
from a few weeks and months to years.
21. Bubbles — the Pears' Soap
Advertising Innovation
19th century
Thomas Barratt- "the father of modern
advertising
"fine art" used to connote the
brand's quality, purity (ie untainted by
commercialism) and simplicity
(cherubic children).
""Good morning. Have you used
Pears' soap?"
Pears Annual
"Miss Pears“
Pepsi: oyebubly, asian paints badyahaiAlphelebr: lagerahoIMC
Guerrilla Advertising : flash mobs, grafiti low cost , to attract attention of a mixed group of peopleThomas Barratt- "the father of modern advertising
