Topic:

Submitted by:

1.Divyesh Mistry
 What is Advertising?

An advertisement provides information and uses persuasive

language and exciting images to encourage people to buy a
product or service or believe in an idea.

Advertisement is any PAID form of nonpersonal promotion of

ideas, goods, or services by a businesses or sponsor.

The main purpose of advertising is to present its message so

well that the customer will buy the product or accept the idea
presented.
 Slogans of some famous ads
Ask for more
Let us make things better
Just do it.

The taste is great.

Take TOSHIBA, take the world.

The main objectives of advertising are
 Increasing the usage of a certain product and hence
acquiring more orders. 

  Creating new customers and increasing brand

recognition.

 To obtain feedback from customers regarding a

certain product.

 To indicate introduction of new products or

replacement of old ones.
 Advantages

 Ability to reach a larger audience at a very low cost.

 Increase sales and profits reduce the prices.

 Help people make decisions.

 Make people aware of social problems.

 Provide information.
 The Limitations of Advertising

 Advertising cannot improve a bad product.

 Advertising is unlikely to change the mind of a

customer who has already made a purchase
decision.

 If you’ve already decided to purchase a PC, would

this change your mind?
Types of advertising
 Product Advertising
 Three Forms:
 Pioneering (informational): tells people what a
product is, what it can do, and where it can be
found.

 Competitive (persuasive): promotes a specific

brand’s features and benefits.

 Reminder: reinforces previous knowledge of a

product.
 Advertisements

1 2 3

4 5 6
Institutional Advertising
 Build goodwill or an image for an organization.
 Advocacy: states the position of a company on an
issue.

 Pioneering Institutional: announces what a

company is, what it can do, or where it is located.

 Competitive Institutional: promotes the advantages

of one product class over another.

 Reminder Institutional: brings the company’s name

to the attention of the target market again.
Developing The Advertising
Program:
 Identifying the Target Audience
 Try to get inside the target’s head and understand
how to create a message that he or she will
understand and respond to.

 Specifying Advertising Objectives

 Do you want to inform persuade, or remind?

 Setting Advertising Budget

 Objective-Task will be the most effective
How do companies create
advertisements?

 Step One: Determine and research a target

audience

 Perception of needs and wants

 Problems consumers may encounter

 Emotions experienced

 Current or desired lifestyle

 Step Two: Grab the attention of the target
audience

 Use emotions that focus on love, belonging, prestige

and self-esteem

 Show how the consumer can save money

 Make promises of a better life

 Solve consumer problems

 Use creative and appealing layouts

 Step Three: Differentiate the advertised
brand from others

 Describe the product benefits

 Showcase unique qualities

 Illustrate the value and quality of the product

 Create an advertisement consumers will

remember
 Step Four: Change brand the consumers’
brand preference or habits

 If a consumer changes their preference and

begins using the advertised product or service,
the advertiser has met his goal!
Designing the Advertisement:

Advertising Appeal: the central idea of the ad

 USP (unique selling  Lifestyle: shows a person
proposition): one clear or persons attractive to the
reason why one product is target market.
better at solving a  Fear Appeals: shows
problem. negative effects of not using
 Comparative product.
Advertising: names one
or more competitors.  Humorous Appeals: a way
 Testimonial: A celebrity, to break through ad clutter.
expert, or “man in the  Slogans and Jingles: link
street” endorses product. the brand to a simple
linguistic device that is
 Slice of Life: dramatized memorable
scene from everyday life
Example:
 What is “Media”?
 Media are the agencies, means or instruments used
to convey messages.

 There are two categories of advertising media:

 Print Media: Newspapers, magazines, direct mail,
outdoor advertising, directories and transit.

 Broadcast Media: Radio and Television.

 Traditional Media Choices

 Direct Mail

 Magazines

 Newspapers

 TV

 Internet

 Outdoor

 Radio
 Print Media

Magazine Advertising
Over 5,000 magazines and special interest publications

 Advantages  Disadvantages
 Easy to target  Less Mass Appeal
 Read more slowly  More expensive

than than newspaper

newspapers  Not as timely as
 High print quality newspapers
 Longer life
 Newspaper Advertising
Over 75% of the INDIAN population reads a newspaper.

 Advantages  Disadvantages

 Large readership  Wasted circulation

 Circulation is  The life of the ad

known is limited
 The cost is  Quality is poor

relatively low  Hard to target

 Easy to change
 Direct-Mail Advertising
 Advantages:  Disadvantages:
 Advertiser can select  Low level of response to
who will receive the ad. direct mailings – usually
less than 1%.
 Timing of the mailing is
flexible.  Costs are high and
getting higher.
 Wide choice of sizes and
formats (letters,  Many people think of DM
postcard, catalog). as “junk mail” and throw
away without opening.
 Coupons or other
incentives.
 DM can be used to make
the sale, such as
catalogs or record club
memberships.
 Outdoor Advertising
 Advantages:  Disadvantages:
 Highly visible  Message has to be
 Inexpensive short
 Easy repetition of a  Audience is
message unknown
 Can be  Advertisers must
geographically abide by local
tailored to reach government
target markets. regulations to
prevent blight and
traffic hazards.
 Directory Advertising
 Advantages:  Disadvantages:
 Yellow Pages  Because they are
advertising is kept for a year,
inexpensive. advertisers cannot
 Directories are found easily adjust their
in 98% of American prices, advertise
homes. sales or change their
 Directories are message easily.
usually kept for a
year until new ones
are published.
 Broadcast Media
Television Advertising
Message with sound, action, and color

 Advantages  Disadvantages
 Can be most  Highest
creative production cost
 People believe  Audience size is

what not assured

they see  Considered a
 Seems more nuisance
personal
 Can reach mass

audience
 Radio Advertising
 Advantages:  Disadvantages:
 The advertiser can  Advertising has a short
select an audience, life span. When the
such as teens, ethnic message is broadcast, it
groups or is gone unless it is
professionals. rebroadcast.
 Radio is more flexible
 Several stations
than print ads because compete for the same
audience, so advertisers
messages can be must decide which
changed easily. station to advertise on.
 Mobile medium that  Listeners might become
can be taken just distracted during the
about anywhere, such message and miss part
as shopping, jogging, or all of it.
hiking or driving
 Internet
 Internet Advertising
 Web sites, banner ads,
pop-ups, search engine
and directory listings

 Advantages  Disadvantages
 Utilize visual and  Difficult to
audio measure
capabilities
 Technological
 Interactive
capabilities
 Media Costs
 Media costs are determined by time or space:

 A 30-second television commercial

 A half-page newspaper ad

 Media costs vary greatly, not just with the kind of

media, but by geographic location.

 A newspaper ad in a small town would cost much

less than one placed in the New York Times.
 Television and Radio rates vary with the time of day.

 To advertise on TV during the hours of 8 p.m. to

11 p.m. costs more than during other hours
because there are more viewers at that time of
day.

 Radio rates are higher during “Drive Times”,

which are early morning and late afternoon (“rush
hour”).

 Magazine Rates are based on circulation, quality of

readership and production technique.
advertising expenditures by category
(data in millions of dollars)
Outdoor 1,455
Internet 550

Yellow pages 11,423

Newspapers 41,670

Television 42,347

Magazines 9,821

Radio 3,015
Thank you!