ADVERTISING

MADE BY:-

S. RAJALAKSHMI
KAVITAAMITKRASASD
 WHAT IS ADVERTISING?
• A form of communication.
• Intended to persuade audience to purchase
or to take some action upon products,
ideas or services.
 Characteristics of Good
Advertising
• STRATEGY
• CREATIVITY
• EXECUTION
 Importance of Advertising
• In a successful business, advertising play an
essential and important role.
• Though advertising does not mean selling of
products and services but it helps in increasing
your sells.
• Advertising create awareness in people.
• When general public be conscious to the products,
services and goods under the brands and pursuit
people towards brands and make them buying
better brands. 
 Tips for Good Advertising
• Go after your target audience.

• Highlight your competitive advantage.

• Establish an image.
• You have to spend money to make
money.

• Advertise in the right places.

• Don’t allow your budget to run your

advertising campaign.
• Diversify

• Don’t try to be everything to everyone.

• Test your ads in advance.

• Monitor your ads.

 Types of Advertising
• Print Advertising – Newspapers, Magazines, Brochures, Fliers

• Outdoor Advertising – Billboards, Kiosks, Tradeshows and

Events

• Broadcast advertising – Television, Radio and the Internet

• Covert Advertising – Advertising in Movies

• Surrogate Advertising – Advertising Indirectly

• Public Service Advertising – Advertising for Social

Causes
• Celebrity Advertising
CADBURY'S ADVERTISING
STRATEGY
 Cadbury India Limited (CIL),
• a part of the Cadbury Schweppes Group,
is India’s leading confectionary
manufacturer.
• Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk
and Gems are the largest selling brands in
their segments.
 The advertising message

• Chocolates have usually been viewed as

something meant only for children.

• CIL targeted adults with their advertising

since the early 1990s.
• Most, if not all, of Cadbury’s advertisements
in India feature people over 18 years of age.
• The message that CIL seems to be
attempting to put across is this: “In every
adult, there is a child - let that child
express itself, give in to temptation, and
satisfy his or her desire to sink teeth into a
smooth, creamy, delicious chocolate”.

• This approach appears to be unique to

Cadbury’s.
 Message Execution
• Cadbury’s multi-award winning campaign -
‘The Real Taste of Life’ - launched in the 90’s
attempts to capture the child like spontaneity in
every adult.
• From the old man offering his wife a Dairy Milk
chocolate to the dancing girl in a crowded
stadium, all reflect the impulsiveness and the
spontaneity of the child in the adult.
• Cadbury’s Perk, the light snack, addresses the
hungry child in every adult, as exemplified by the
bride who nibbles at a Perk under her ‘pallu’.

• Catchy lines such as ‘The Real Taste of Life’,

‘Khane Walo Ko Khane Ka Bahana Chahiye’, or
‘Reach for the Stars’, are also used extensively,
and to good effect in Cadbury’s advertisements.
 Advertising Media
• Television, the print media and posters
have been the main media of
communication.

• CIL has also explored many new ways of

getting their message across to the
consumers.
• Jars: These are provided to small outlets, where they
are prominently displayed.

• Visi coolers: Visibility for chocolates drops in the

summer, as they disappear into the refrigerator. In
high throughput outlets, the visi cooler serves the
need for cooling while still maintaining the visibility of
the product.
 Conclusion
• Cadbury’s strategy to attract consumers is
somewhat unique in a sense
• instead of focusing on the product, it
seeks to tap into emotions normally
associated with chocolates.
• They have also adapted their strategies to
the unique demands of the Indian retail
sector.