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SUBMITTED BY

RAJWANT KAUR &

BHUPINDER KAUR

CONTENTS

Meaning & Definition

Basic Components

Purpose & Objectives

Advertisement Plan

Importance

Advantage & Disadvantages

Types of advertising

Top 5 Ad Agencies of India

Ad Effectiveness

Case Study

Introduction & Meaning The process of delivering a message about ideas, goods and

services, through the media, paid by an identifiable sponsor.

Advertising is a paid form of publicity and any sponsor defined communication designed to in influence buyer behaviour is advertising

According to American Marketing Association ”advertising is any form of non personal presentation and promotion of ideas, goods and services by an identified sponsor”.

Six Basic Components

1. Paid

2. Non-personal communication

3. Sponsor is identified

4. Using mass media

5. Tries to persuade or influence

6. Reaches large audience

Definition-Albert frey

“The preparation of visual and oral messages and their dissemination through paid media for the purpose of making people aware of and favourably inclined towards a product, brand, service, institution, idea or point of view.”

Purpose and objectives of advertisements

To introduce a new product by creating interesting for it among the prospective customers .

To support personal selling programme. Advertising may be 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.

Con’td…………..

To light competition in the market and to increase the sales as seen in the fierce competition between coke and Pepsi.

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 advertise effectively.

To warn the public against imitation of an enterprise’s products.

The Advertising Plan

An Advertising Plan Matches the Right Audience to the Right Message and Presents It in the Right Medium to Reach That Audience & Has Three Elements.

Targeting the Audience: Whom are you trying to reach?

Message Strategy: What do you say to them?

Media Strategy: When & where will you reach them?

Key Concepts of Advertising

IMPORTANCE

Promotion of sales

Mass production

Support to press

Brand identity &

Brand image

Research

Introduction of a new project

Creation of good public

image

Increase the buzz value

Creating awareness

Types : Print Advertising

Outdoor Advertising

Broadcast advertising

Covert Advertising

Surrogate Advertising

Public Service Advertising

Celebrity Advertising

Online advertising

Professional advertising

Print Advertising

Definition: If an advertisement is printed on paper, be it newspapers, magazines, brochures, fliers that would be considered a portable printed medium, then it comes under the banner of print advertising.

Provides more and detailed information. For example, people who cannot afford a TV or no time rely on newspapers for accurate news and therefore advertisements can easily reach to these audiences

13 Types of Print Media

Newspaper

Magazine

Direct Mail

Directory Advertising

Outdoor Advertising

Examples

Outdoor advertising

Advertising on bill boards or signboards, outside of a building and often by the roadside.

The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by

Means of Outdoor Advertisement

Outdoor Advertisement

Sandwich man

Posters

Electrical arrangemen

t

Travelling display

Skywriting

Painted display

Examples of outdoor ad.

Painted Display &

postersTravelling Display & Painted Display

Sky-writing &

sandwich man

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.

19 Broadcast media Television ads

Ultimate advertising medium for many businesses

Combines all creative elements: sight, sound, action and color

Most T.V. ads are 30 or 60 second spots

20 Broadcast Media Radio

Reaches 96% of people 12 years and older within a week

Can be heard just about anywhere Cost effective Targets specific segments of the radio listening

market Radio ads are 10, 20, 30 or 60 second spots

Examples

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 like movies, television shows or even sports.

Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Audi cars in the movie bodyguard.

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

Continued………….

Common examples :

include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

The Health Minister had challenged the name of the Bangalore Indian Premier League (IPL) cricket team, “Royal Challengers”, which was such an obvious and blatant form of surrogate advertising for liquor brand “Royal Challenge”.

Examples

Public Service Advertising

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters.

Examples : AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on.

Examples

Celebrity Advertising

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.

Celebraity advertisement

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.

EXAMPLE OF ONLINE ADVERTISING

Banner ads

Blogs

Rich media ads

Social networking advertising

Online classified advertising

Advertising networks

Email marketing

Advertising networks

E-mail spam

Examples……….

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.

Examples……….

Advertising agencies typically have creative departments where print ads,TV commercials, and other marketing communications are produced. advertisements, graphic artists who plan and construct visual. These departments are staffed by writers who craft the words in layouts, and other specialists who help in the transformation of strategy into actual advertisements.

TOP 5 AD AGENCY IN INDIA-

TOP 5 AD AGENCY IN INDIA-

O & M JWT REDIFFUSION DY & R MUDRA McCann-Erickson India Ltd:  Link:-http://www.toplisthub.com/top-10-advertising-agencies-in-

india-2014/

What Makes an Ad Effective?

1. If it creates an impression for a product or brand

2. If it influences people to respond

3. If it separates the product or brand from the competition

4.It should be simple, complete, truthful, unique, informative and enthusiastic.

India's top television ad

Brand: Airtel

Client: Bharti Airtel Limited

Agency: Rediffusion DY&R, Mumbai

Production House/Director: Red Ice / Shoojit Sarkar

On a drizzly Mumbai afternoon, overcast skies let in a They decided to celebrate the rains over tea and biscuitswith a brief from Airtel staring them in the face.little more than conventional wisdom to the boys in Rediffusion DY&R.

Airtel had a new director in Gopal Vittal, who joined the telecom behemoth in January, with a clear-cut mandate of taking the brand forward inclusively. "We wanted to show unmatched coverage and link it with unbreakable bond to convey the functional benefit of the network with emotional connects," says Mr Vittal.

That's when K S Chakraborty, with a WG Grace-like visage, used rain as a metaphor to effect. The ad in question evocatively depicts the father and son relationship with rain in the backdrop. The son captures the sight and sound of a downpour and calls up the father trapped in a board meeting. Simple joys, human connect and seamless network form the sum and substance of this ad and propels it to the number one slot in our rankings. "A brand with 40 million subscribers needs a very large space to open up hearts," says Mr Chakraborty.