ADVERTISEMENT

By Sukriti Bajaj

ADVERTISEMENT
InLatin,ad verteremeans
"to turn toward"

ADVERTISEMENT

InLatin,ad verteremeans "to turn toward".

How a company encourages people to buy their products,

services or ideas.

A form of marketing communication used to promote or

sell something, usually a bussinesss product or service.

Advertising messages are usually paid for bysponsorsand

viewed via variousold media; including mass media such
asnewspaper,magazines,television advertisement,radio
advertisement,outdoor advertisingordirect mail; ornew
media such as blogs, websites or text messages.

ADVERTISEMENT

Commercial ads seek to generate

increasedconsumptionof
theirproductsorservicesthrough "branding," which
associates a product name or image with certain
qualities in the minds of consumers.

Non-commercialadvertisers who spend money to

advertise items other than a consumer product or
service include political parties, interest groups,
religious organizations and governmental agencies.
Non-profit organizations may use free modes
ofpersuasion, such as apublic service announcement.

PURPOSE OF
ADVERTISEMENT
A company encourages
people to buy their
products, services or ideas.

PURPOSE OF
ADVERTISEMENT

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.

ADVERTISING THEORIES
Clow & Baack Model
Marketing Mix

CLOW & BAACK MODEL

The model clarifies the objectives of an advertising campaign and for

each individual advertisement.

It postulates six steps a buyer moves through when making a purchase:

AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE

MARKETING MIX

Themarketing mixwas proposed by professorE. Jerome McCarthyin

the 1960s.It consists of four basic elements called the "Four Ps".

PRODUCTis the first P representing the actual product.

PRICErepresents the process of determining the value of a

product.

PLACErepresents the variables of getting the product to the

consumer such as distribution channels, market coverage and
movement organization.

The last P stands forPROMOTIONwhich is the process of reaching

the target market and convincing them to buy the product.

MARKETING MIX

In the 1990s, the concept ofFour Cswas introduced as

a more customer-driven replacement of four P's.There are
two theories based on four Cs:
Lauterborns Four Cs
Shimizus Four Cs

Further, 7Cs Compass Model was introduced.

MARKETING MIX
Lauterborn's Four
Cs:

Shimizu's Four Cs:

CONSUMER

COMMODITY

COST

COST

COMMUNICATION

COMMUNICATION

CONVENIENCE

CHANNEL

MARKETING MIX

7Cs Compass Model:

CONSUMER
COST
COMMUNICATION
CONVENIENCE
COMMODITY
CHANNEL
CO-MARKETING

ADVERTISING TERMS
Tagline
Brand
Campaign
Target Audience

ADVERTISING TERMS

TAGLINE : A tagline is a creative, often witty, ad slogan

that helps people remember a particular product.

BRAND : Brand is the name of a product or service that

is very easily recognizable. People buy the product
because of the brand name.

Some famous brands are Dettol, Pepsi cola, Parle G,

Hawkins pressure cooker, Bajaj scooter, Yamaha
motorbikes, Cadburys chocolate, Ponds soap, Sunsilk
shampoo, BandAid, Dalda, Hamam soap, Lifebouy soap.

ADVERTISING TERMS

CAMPAIGN : An advertisement campaign is a series of

advertisement messages that share a single idea and
theme which together make up an advertisement
strategy for a product, service, or institution.

Advertising campaigns appear in different media across

a specific time frame.

An example of an advertsing campaign is the Jago

Grahak Jago ( wake up, consumer) campaign initiated
by the government of India to create consumer
awareness and protect the rights of the consumer
across the country.

ADVERTISING TERMS

TARGET AUDIENCE : Target audience or target group is

the primary group of people that something, usually an
advertising campaign, is aimed at.

A target audience can be people of a certain age group,

gender, marital status, etc. (example: teenagers, females,
single people, etc.)

A certain combination, like men from twenty to thirty is

often a target audience.

Other groups, although not the main focus, may also be

interested.

TELEVISION
ADVERTISEMENT
Advertisements of this sort
have been used to promote
a wide variety of goods,
services and ideas since the
beginning of television.

TELEVISION
ADVERTISEMENT

Atelevision advertisementis a span oftelevision

programmingproduced and paid for by an organization, which
conveys a message, typically to market a product or service.

Advertising revenue provides a significant portion of the

funding for most privately ownedtelevision networks.

The vast majority of television advertisements today consist of

brief advertising spots, ranging in length from a few seconds
to several minutes (as well as program-lengthinfomercials).

Advertisements of this sort have been used to promote a wide

variety of goods, services and ideas since the beginning of
television.

TELEVISION
ADVERTISEMENT

In India, the Code for Self-Regulation of

Advertising in India, established by the
Advertising Standards Council of India (ASCI), is
applicable on Television Commercials (TVCs).

If consumers see an advertisement which they

consider misleading or offensive, they can write
to ASCI.

IMPORTANCE OF
TELEVISION
ADVERTISEMENT
They are particularly useful
if you need to demonstrate
how your product or service
works.

IMPORTANCE OF
TELEVISION
ADVERTISEMENT

Television has an extensive reach and advertising this

way is ideal if you cater to a large market in a large area.

Television advertisements have the advantage of sight,

sound, movement and colour to persuade a customer to
buy from you.

They are particularly useful if you need to demonstrate

how your product or service works.

Producing a television advertisement and then buying an

advertising slot is generally expensive.

IMPORTANCE OF
TELEVISION
ADVERTISEMENT

Advertising is sold in units (e.g. 20, 30, 60

seconds) and costs vary according to:

the time slot

the television programme

whether it is metro or regional

if you want to buy spots on multiple networks.

FEATURES OF
ADVERTISING
Communication
Information
Persuasion
Profit Maximisation
Non-Personal Presentation
Identified Sponsor
Consumer Choice
Art, Science and Profession
Element of Marking Mix
Element of Creativity

FEATURES OF ADVERTISING

COMMUNICATION : Advertising is means of mass

communication reaching the masses. It is a non-personal
communication because it is addressed to masses.

INFORMATION : Advertising informs the buyers about the

benefits they would get when they purchase a particular product.
However, the information given should be complete and true.

PERSUASION : The advertiser expects to create a favourable

attitude which will lead to favourable actions. Any advertising
process attempts at converting the prospects into customers. It is
thus an indirect salesmanship and essentially a persuasion
technique.

PROFIT MAXIMISATION : True advertising does not attempt at

maximising profits by increasing the cost but by promoting the
sales. This way It wont lead to increase the price of the product.
Thus, it has a higher sales approach rather than the higher-cost
approach.

FEATURES OF ADVERTISING

NON-PERSONAL PRESENTATION : Salesmanship is personal

selling whereas advertising is non-personal in character.
Advertising is not meant for anyone individual but for all. There
is absence of personal appeal in advertising.

IDENTIFIED SPONSOR : A sponsor may be an individual or a

firm who pays for the advertisement. The name of reputed
company may increase sale or products. The product gets good
market because of its identity with the reputed corporate body.

CONSUMER CHOICE : Advertising facilitates consumer choice.

It enables consumers to purchase goods as per their budget
requirement and choice. Right choice makes consumer happy
and satisfied.

FEATURES OF ADVERTISING

ART, SCIENCE AND PROFESSION : Advertising is an art

because it represents a field of creativity. Advertising is a
science because it has a body of organised knowledge.
Advertising is profession is now treated as a profession with its
professional bodies and code of conduct for members.

ELEMENT OF MARKING MIX : Advertising is an important

element of promotion mix. Advertising has proved to be of great
utility to sell goods and services. Large manufactures spend
crores of rupees on advertising.

ELEMENT OF CREATIVITY : A good advertising campaign

involves lot of creativity and imagination. When the message of
the advertiser matches the expectations of consumers, such
creativity makes way for successful campaign.

OBJECTIVES OF
ADVERTISING
A form of marketing
communication used to
promote or sell something,
usually a bussinesss
product or service.

OBJECTIVES OF
ADVERTISING

To introduce a new product by creating interest for it among

the prospective customers.

To support personal selling programme. Advertising maybe

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.

To light competition in the market and to increase the sales

as seen in the fierce competition between Coke and Pepsi.

OBJECTIVES OF
ADVERTISING

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 advertised effectively.

To warn the public against imitation of an enterprise's

products.

IMPORTANCE OF
ADVERTISING
Promotion of Sales
Introduction of New Product
Creation of Good Public
Image
Mass Production
Research
Education of People
Support to Press

IMPORTANCE OF
ADVERTISING

PROMOTION OF SALES :
It promotes the sale of goods and services by informing and
persuading the people to buy them.
A good advertising campaign helps in winning new customers
both in the national as well as in the international markets.

INTRODUCTION OF NEW PRODUCT :

It helps the introduction of new products in the market.
A business enterprise can introduce itself and its product to
the public through advertising.
A new enterprise can't make an impact on the prospective
customers without the help of advertising.
Advertising enables quick publicity in the market.

IMPORTANCE OF
ADVERTISING

CREATION OF GOOD PUBLIC IMAGE :

It builds up the reputation of the advertiser.

Advertising enables a business firm to communicate its

achievements in an effort to satisfy the customers' needs.

This increases the goodwill and reputation of the firm which

is necessary to fight against competition in the market.

MASS PRODUCTION :

Advertising facilitates large-scale production.

Advertising encourages production of goods in large-scale

because the business firm knows that it will be able to sell
on large-scale with the help of advertising.

Mass production reduces the cost of production per unit by

the economical use of various factors of production.

IMPORTANCE OF
ADVERTISING

RESEARCH :
Advertising stimulates research and development activities.
Advertising has become a competitive marketing activity.
Every firm tries to differentiate its product from the substitutes available in the
market through advertising.
This compels every business firm to do more and more research to find new
products and their new uses.
If a firm does not engage in research and development activities, it will be out of
the market in the near future.

EDUCATION OF PEOPLE :
Advertising educate the people about new products and their uses.
Advertising message about the utility of a product enables the people to widen
their knowledge.
It is advertising which has helped people in adopting new ways of life and givingup old habits.
It has contributed a lot towards the betterment of the standard of living of the
society.

IMPORTANCE OF
ADVERTISING

SUPPORT TO PRESS :
Advertising provides an important source of revenue to
the publishers and magazines.
It enables to increase the circulation of their publication
by selling them at lower rates.
People are also benefited because they get publications
at cheaper rates.
Advertising is also a source of revenue for TV network.
For instance, Doordarshan and ZeeTV insert ads before,
in between and after various programmes and earn
millions of rupees through ads.
Such income could be used for increasing the quality of
programmes and extending coverage.

TYPES OF ADVERTISEMENT
Product Advertising
Service Advertising
Public Service Advertising
Institutional Advertising

PRODUCT ADVERTISING

A product is something produced in large numbers by

human beings, machines or by a natural process.

The main focus of the ad in this case is the product and

not the company or manufacturer.

These ads usually have a playful approach.

They are low on information about the product but are

high on style.

Ads of soft drinks, shoes, cars, cell phones and food

products belong to this category.

SERVICE ADVERTISING

Here the focus is not on a factory manufactured

item or product but a company providing a
service. This could be a bank, the railways a call
centre or travel agency.

The ads usually show the company as a leading

service provider in its particulars field.

Ads of bank, railway, metro, etc belong to this

category.

PUBLIC SERVICE
ADVERTISING

This is also called social service advertising or development

advertising.

Here the focus is on issues that impact society on a larger

scale, such as family planning, national integration, polio
eradication, and pollution control.

The main purpose is to create public awareness through hardhitting direct messages.

These ads do not sell products and services but ideas.

Advertisements are issued through various mass media such

as newspapers, radio and television to create awareness.

INSTITUTIONAL
ADVERTISING

These ads are directed at creating a good public image of a

company.

The ads focus on the organizations work in areas of research,

development and quality control.

Often the ads concentrate on the social work done by the company
by its sponsorship of educational, cultural and sports events.

The purpose of these ads is to sell a positive image of the company

rather than a product manufactured by the company.

The TATA Steel ads in the 1980s with the tag line Ispat bhi hum
banate hain or` we also make steel, is a good example of
institutional advertising.

THANK YOU !