ADVERTISING

Presented by-
aparna Venugopal
abhishek Ranjan
Amit Kumar Srivastava
Ajaya Kumar Lenka
Prithish Mukherjee
Shivasai Bal
Rishi Singh
Sumana Vasishta
 Definition

 “Advertising is any paid form of non personal

presentations and promotions of ideas, goods or
services by an identified sponsor.”

 “Advertising is a form of communication that

typically attempts to persuade potential customers
to purchase or to consume more of a particular
brand of product or service.”
CHARACTERISTICS OF ADVERTISING

 Non personal
 Paid for
 Sponsor is identified
 Cost effective
 Helps in building brand
preferences
 Usually done by
external agencies
MAJOR DECISIONS -

1. Mission :setting the objectives

2. Money: setting an advertisement
budget
3. Message: the advertising message
4. Media: deciding on media &its
effectiveness
5. Measurement: evaluating the
performance
1. MISSION: SETTING THE OBJECTIVES-
Classified according to their aim:
 Informative advertising- used to create
primary demand.
 Persuasive advertising- used to build
selective demand.
 Reminder advertising- used for mature
products.
Important points-

 Analyze current market trend

 Product class
 Brand usage
 Position of product in the market
 Position of the company in the
market
2. MONEY:SETTING ON ADVERTISING
BUDGET-
Specific factors to be considered-
 Stages in the product life cycle
 Market share and consumer base
 Competition and clutter
 Advertising frequency
 Products substitutability
3. MESSAGE:THE ADVERTISING MESSAGE-
 Deductive framework
 Inductive framework
This involves-
 Message evaluation-
o Desirability
o Exclusiveness
o Believability
 Message execution-
The usual execution techniques are:
i. Slice of life- eg.Bajaj Allianz
ii. Lifestyle –eg. Nescafe
iii. Fantasy -eg. Boomer,Mr. Muscle
iv. Mood or image –eg. Titan,Upma
v. Musical – eg. Airtel, Pepsi
vi. Personality symbol – eg. Pillsbury chef, dog for hutch
vii. Testimonial ads- eg. Airtel, coca cola,etc
 Social responsibility review-
• Not overstep social and legal norms
• Avoid deceptive advertising and false
claims
• Should not offend minorities, religious
feelings and other groups.
4. MEDIA:DECIDING ON MEDIA &
MEASURING ITS EFFECTIVENESS-
Deciding on reach, frequency& impact-
 Reach is the number of persons or
households exposed to a particular media
schedule during a specified period of time.
 Frequency is the number of times that a
person is exposed to a message.
 Impact is the qualitative value
of an exposure through a
given medium.
Choosing among major media
types-
The choice of media depends
on:
 Target audience media habits
 Product
 Message
 Cost
Deciding on media timing-
Media timing depends on:
I. Buyer turnover
II. Purchase frequency
III. Forgetting rate

Deciding on geographical location-

 National advertising
 international advertising
 Local advertising
5. MEASUREMENT:EVALUATING
ADVERTISING EFFECTIVENESS-
 Measure awareness
 Measure knowledge
 Sales effect
2 types of researches involved-
a. Communication research approach
b. Sales effect research
Other ways of measuring the
effectiveness-
I. Historical approach
II. Experimental design
III. Current research measures
 ADVERTISING & ITS RESPONSIBILITY TO
SOCIETY

CRITICISM AGAINST
ADVERTISING-
A. Creates desire
B. Deceptive
C. Aims at the vulnerable
sections of the society
D. Plays with society
E. Exploiting sexual image
F. Use of testimonial
advertising
REMEDIES-
1. Cease and desist orders
2. Restitution
3. Affirmative disclosures
4. Corrective advertising
5. Approach competitor
lawsuits
6. Abide by ethical
standards
Thank you….