présentation sur advertising préparé par Asma LAMKIRICH

1. Prepared By :
Lamkirich Asma
Filière: Master spécialisé marketing et action commerciale

2.  INTRODUCTION

3.  Why advertising is important the business world?
 PROBLÉMATIC

4.  PLAN :
History of advertising
Definition of advertising
Advertising Objectives
Types advertising
Purpose of advertising
Advantages & desavantages of advertising
Conclusion

5. In the 18th century:
Advertisements started to appear in weekly newspapers in England.
These early print advertisements were used mainly to promote books
and newspapers
 HESTORY:

6. 19th century
Thomas J. Barratt from London has been called "the father of modern advertising” Working for
the pears soap company, Barratt created an effective advertising campaign for the company
products, which involved the use of targeted slogans, images and phrases .
Barratt introduced many of the crucial ideas that lie behind successful advertising and these were
widely circulated in his day.
In June 1836, French newspaper la presse was the first to include paid advertising in its pages.
 HESTORY:

7. 20th century :
 On the radio from the 1920s
 Commercial television in the 1950s
 Media diversification in the 1960s
 Cable television from the 1980s
 On the Internet from the 1990s
 HESTORY:

8. Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
 HESTORY:

9.  HESTORY:
Advertisement for a live radio broadcast, sponsored by a milk
company and published in the Los Angeles Times on May 6,
1930

10.  HESTORY:
A 1900 advertisement for Pears soap

11.  HESTORY:
A print advertisement for the 1913 issue of the Encyclopædia Britannica

12.  HESTORY:
A Coca-Cola advertisement from the 1890s

13.  DEFINITION:
 in business is a form of marketing communication used to encourage,
persuade, or manipulate an audience (viewers, readers or listeners;
sometimes a specific group) to take or continue to take some action

14.  OBJECTIVES OF ADVERTISING :
objectives
Inform
Persuade
RemindReinforcement
Comparison

15.  TYPES OF ADVERTISING :
 Traditional Modes of Advertising:

16.  TYPES OF ADVERTISING:
 Billboards, Kiosks, Trade-shows and Events:
Press advertising:
are large structures located in
public places which display
advertisements to passing
pedestrians and motorists
Press advertising describes advertising in
a printed medium such as a newspaper,
magazine, Brochures, Fliers or trade
journal

17.  TYPES OF ADVERTISING :
 Radio Advertising:
 Television Advertising
is a form of advertising via the medium
of radio.
The TV commercial is generally considered
the most effective mass-market advertising
format, as is reflected by the high prices TV
networks charge for commercial airtime
during popular TV events

18.  Modern Types of Advertising:
 TYPES OF ADVERTISING :

19.  TYPES OF ADVERTISING :
 Online Advertising
 Covert Advertising - Advertising in Movies:
is a form of promotion that uses the Internet
and World Wide Web for the expressed purpose of
delivering marketing messages to attract
customers.
is when a product or brand is embedded in
entertainment and media. For example, in a
film, the main character can use an item or other
of a definite brand,

20.  Celebrity Advertising
 TYPES OF ADVERTISING :
 In-store Advertising
In-store advertising is any advertisement
placed in a retail store. It includes placement of
a product in visible locations in a store,
This type of advertising focuses upon using
celebrity power, fame, money, popularity to
gain recognition for their products and
promote specific stores or products.
Advertisers often advertise their products

21.  TYPES OF ADVERTISING :
 Digital Out of Home Advertising :
(DOOH) refers to dynamic media distributed across
placed-based networks in venues including, but not
limited to: cafes, bars, restaurants, health clubs,
colleges, arenas, gas stations, convenience stores,
barber shops, and public spaces.

22. Advertising is at the front of delivering the proper message to customers and
prospective customers. The purpose of advertising is to convince customers that a
company's services or products are the best, enhance the image of the company, point
out and create a need for products or services, demonstrate new uses for established
products, announce new products and programs, reinforce the salespeople's individual
messages, draw customers to the business, and to hold existing customers .
 PURPOSE OF ADVERTISING:

23.  AVANTAGES OF ADVERTISING :
For the company:
☞ Increasing the sales of the product/service.
☞ Creating and maintaining a brand identity or brand image.
☞ Communicating a change in the existing product line.
☞ Introduction of a new product or service.
☞ Increasing the buzz-value of the brand or the company.

24. For the customers :
 Reduction in Prices:
Advertising stimulates demand; production is on large-scale and cost of production per unit falls. Due
to fall in production cost, price of the commodity is reduced.
 Knowledge of Various Products:
People come to know about different kinds of products by means of advertising. Thus, the customer
has a large variety of goods to choose from. He picks up the best from among them.
 No fear of Exploitation:
Advertising educate the people. They come to know all the characteristics of the product before it
reaches the seller. Thus, the seller cannot exploit the customers.
 Improved Quality Product:
When a producer or a seller advertises his product, his objective is to win the confidence of the
customers. It is absolutely essential to improve the quality of the product if the confidence of the
customers is to be won. Hence, goods which are advertised are usually of good quality.
 AVANTAGES OF ADVERTISING :

25.  Adds to Costs:
An organization has to spend large amount on advertising. It increases the cost of the products.
 Undermines Social Values:
Advertisement is a sort of day-dreaming for the people. These days it is taking the people away from
reality and into the realm of artificiality. Through its medium people get information about new products.
 Confuses the Buyers:
Many a time distorted version of reality is shown in the advertising. Believing in advertising, consumers
buy the product. On its use, they feel cheated.
 Encourages Sale of Inferior Products:
Every manufacturer projects his product as superior one in the advertisement. Therefore, the buyer is
unable to decide as to which product is really good.
 Some Advertisement is in Bad Taste:
Many times, foul language and objectionable pictures are used in advertising in order to attract a
particular class. They may be insulting to a particular class. It causes decay of social values.
 DISADVANTAGES OF ADVERTISING :

26.  CONCLUSION :