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Syed Ali Hassan
07010616-051
BS Mass Communication and Media
Advertising is a form of communication that
typically attempt to persuade, potential to
purchase or to consume more of a particular

Ad
brand of product or service.

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ing
 History Background
• In 1704 The first newspaper advertisement, an
announcement seeking a buyer for an Oyster
Bay, Long Island, estate, is published in the
Boston News-Letter.
• The first radio commercial is credited to WEAF,
New York on August 28, 1922 for the
Queensboro real estate corporation.
• The world's first television advertisement was
broadcast July 1, 1941. The watchmaker Bulova
paid $4 for a placement on New York station
WNBT before a baseball game.
 Cont……
• Lintas (Lever International Advertising) was
one of the first worlds first advertising
agencies foundation of Lintas in 1899 and
following some large mergers and rapid
growth in the 70’s and 80’s became a
dominant and famous force in the advertising
field with accounts such as IBM, MasterCard,
Johnson and Johnson and of course Unilever .
 World Biggest Advertising Agency
• Omnicom is the world biggest advertising agency.

• It was formatted in 1986 in New York.

• The account for about 157,000 employees in well

over 100 countries. Omnicom alone says it has
5,000 clients.
 Advertising Agency in Pakistan
• PAA(Pakistan Advertising Association) is the
Pakistani advertising agency.
• It was established in 1973 and was registered
with the Ministry of Commerce, Government
of Pakistan.
• In Pakistan the advertisement introduced in
1959 in a newspaper.
 Types of Advertisement
• Out-Door Advertisement
• In-Door Advertisement
• Non-Product Advertisement
• Radio Advertisement
• T.V Commercial
• National Advertisement
• International Advertisement
• Retail Advertisement
• Classified Advertisement
• Local Advertisement
 Cont………
• Brand Advertisement
• Covert Advertisement
• Infomercials Advertisement
• Celebrities Advertisement
• Online advertising
• Surrogate Advertising
• Broadcast advertising
• Public Service Advertising
• Local Advertisement
 Retail Advertisement
• Emphasizes the specific retail outlet as the
place to buy a specific range of brand.
• It can be local store advertising in local
newspaper.
 Classified Advertisement
• Is a product or services advertising that
appears in specific section of newspaper
under the heading classifying the product or
service being offered.
 Non-Product Advertisement
• This kind of advertisement is advertised from
political parties trade fraternal and social
group for the purposes of safeguard
ideologies, social betterment and institution.
 Public Service Advertisement
• The same advertisement techniques use to
promote commercial goods and services can
be used to inform, educate and motivate the
public about non-commercial issues such as
• HIV/AIDS, Political ideology and Energy
consveration
 Out-Door Advertisement
• Bill-board and message painted on the side of
buildings are common forms of out-door
advertising, which is often used when quick,
simple, ideas are being promoted.
 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
Covertlike movies, television
advertising

shows or even sports.

 Brand Advertising
• It is advertising with a strong emphasis on the
company brand (logo and/or company name)
also known as integrated marketing
communications (IMC).
 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.
international advertising

Advertising a product or service in a

country other than where it originates.
 National Advertisement
• Geographically speaking national advertising’s
range is extended to the territorial limits of the
country.
• The advertiser use the national media to inform
the consumer about the product.
• The advertiser use the national local or regional
language but prefers the national language.
• It can be available in everywhere of country and
easily purchased it.
 Celebrities Advertisement

• 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.
 Infomercials Advertisement

• There are two types of infomercials, described

as long form and short form. Long form
infomercials have a time length of 30 minutes.
Short form infomercials are 30 seconds to 2
minutes long. Infomercials are also known as
direct response television (DRTV) commercials
or direct response marketing.
 Local Advertisement
• Any advertising placed by a company,
organization, or individual operating in a
limited geographical area such as a city or
within a state.
 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.
 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.
 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.
 Industrial Advertising

advertising directed at commercial business

customers. The advertised products are raw
materials, components, or equipment
needed in the production or distribution of
other goods and services.
 In-Door Advertisement
• This kind of advertisement provide the best
opportunity of putting over a reasoned selling
argument. The advertisement are addressed
to the reader, listener and viewer at a time of
leisure when he or she can observe the
message.
 Mobile Advertisement

Is a form of advertising via mobile

(wireless) phones or other mobile
devices. It is a subset of mobile
marketing.
 Radio Advertisement
• It is a small business advertising.
• Radio advertising can be a very effective
means to attract customer to some business.

• New Sathi lather House, Bhiya Pizza,

Fhakar rent a car
Radio Advertisement
 T.V Commercial
• Is a generally considered the most effective
mass-marketing advertising format as is
reflected by the high prices.
• T.V network charge for commercial airtime
during popular events.