Advertising

Advertising or advertizing is the non-personal communication of marketing-related information to a target audience, usually paid for by the advertiser, and delivered through mass media in order to reach the specific objectives of the sponsor.

John J. Burnett

History of Advertising

3000 B.C - Egyptians used papyrus to make sales messages and wall posters.

1525 – The first ad to be printed in a German pamplet.

1625 – The first ad appeared in an English newspaper

1631 – In France ‘LA Gazatee’ prints the first classified printed ads.

1704 – The first ads in America (Bofton Newsletter)

1841 – The first ad agency is set up by the Volney Palmer in Philidalphia.

1971 – The American Association of Advertising Agencies is founded.

1930 – The first TV Commercial

Types of Advertising

Advertising to Consumers Classified Advertising Display Advertising National Advertising Retail Advertising Co-operative Advertising End-Product Advertising Direct-response Advertising

Ex of End-product

advertising

Advertising to Business & Profession

Trade Advertising

Industrial Advertising

Professional Advertising

Corporate Advertising

Ex of Corporate Advertising

Non-Product Advertising

Idea Advertising

Service Advertising

Political Advertising

Ex of Political Advertising

Primary-demand Selective-demand Surrogate

Advertising Objectives

Inform An informative ad is used to introduce a brand new company, product or

service to the marketing.

Persuade Once customers have a basic understanding of your industry and

product offerings, you must show them why your brand is elite.

Remind The general idea is to maintain top of mind awareness and protect

against competitors coming along and stealing customers.

Specific Increasing brand awareness, developing more favorable customer

attitudes, overcoming negative publicity, driving revenue, expanding the customer base and increasing sales volume are common examples.

12 Types of Advertising Medium

Television Print Radio Billboards Out-Of-Home Email Direct Mail In-Store Signage Flyers Social Media Paid Search

Ex of advertising in social media (Facebook)

Functions of Advertising

Stimulates Demand

Builds Brand Image

Develops Brand Preference

Strengthen Other Promotion-mix Elements

Competitive Weapons

Benefits of Advertising

Information

Brand Image Building

Innovation

Growth of Media

Different Types of Advertising Appeals

Personal Appeal Some personal emotions that

can drive individuals to purchase products include safety, love, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance.

Humor Appeal Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product.

Sex Appeal Sex and nudity have always

sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product

appearing interesting.

Effects of Advertising

Positive Effects of Advertising

Public Service Advertisements

Social Benefits

Economic Benefits

Choice

Negative Impacts of Advertising

Misrepresentation

Unrealistic Expectations

False Images

Children

10 top ads that captured the imagination of viewers, attained top-of-the-mind recall and were able to forge a strong emotional connect with their target customer base.

I, me, myself

Campaign: Made for you Brand: Vodafone Company: Vodafone India Agency: Ogilvy India

In a league of its own

Campaign: IPL carnival Brand: IPLCompany: Board of Control for Cricket in IndiaAgency: Ogilvy India

Father of man

Campaign: No kidding. No worriesBrand: FlipkartCompany: Flipkart.comAgency: Happy Creative Services

The long march

Campaign: Parallel journeysBrand: NikeCompany: Nike IndiaAgency: JWT India

Mango man's day out

Campaign: Sirf gyaan hi aapko aapka haq dilata haiBrand: Kaun Banega CrorepatiCompany: Sony Entertainment Television (SET)Agency: Leo Burnett

Jingle and mingle

Campaign: Idea festive campaignBrand: IdeaCompany: Idea CellularAgency: Lowe Lintas

Course of action

Campaign: Action starts hereBrand: BlackBerryCompany: Research In Motion Agency: BBDO

Go for the gold

Campaign: Diwali GiftBrand: TanishqClient: Titan IndustriesAgency: Lowe Lintas

Play is the only way

Campaign: Cricket Ki KhushiBrand: Coca-ColaCompany: Coca-Cola IndiaAgency: Lowe Lintas

The long march

Campaign: Parallel journeysBrand: NikeCompany: Nike IndiaAgency: JWT India

What makes an effective advertisement?

Does the ad tell a simple story, not just convey information?

Does the ad make the desired call to action a part of the story?

Does the ad use basic emotional appeals? Does the ad use easy arguments?Does the ad show, and not tell?

Does the ad use symbolic language and images that relate to the senses?

Does the ad match what viewers see with what they hear?

Does the ad stay with a scene long enough for impact?

Does the ad let powerful video speak for itself?

Does the ad use identifiable music?

ADVERTISING TECHNIQUES

AVANTE GARDE

FACTS AND FIGURES

WEASEL WORDS

MAGIC INGREDIENTS

PATRIOTISM

DIVERSION

BANDWAGON

TRANSFER

PLAIN FOLKS

SNOB APPEAL

BRIBERY

TESTIMONIAL

WIT AND HUMOR

SIMPLE SOLUTIONS

Advertising Agency

Advertising Agency is an independent organisation that provides one or more specialised advertising and promotion related services to assist companies in developing, preparing, and executing their advertising and other promotion programmes.

Top 10 Advertising Companies

Ogilvy & Mather

JWT, J Walter Thompson

Mudra Communication

FCB Ulka Advertising Ltd.

Rediffusion DY & R

McCann Erickson India Ltd.

RK Swamy BBDO Advertising Ltd.

Grey Worldwide (I) Pvt. Ltd.

Leo Burnett India Pvt. Ltd.

Contract Advertising India Ltd.

Hierarchy of Advertising Agency

Conclusion

Advertising using powerful media to control peoples' choices.  We also have power, the power to choose, the power to think for ourselves, and the power to influence others.  How we use that power is central to the creation of good and healthy society.  If we allow others to control us without employing our power, we give up too much.  If we allow others to misuse their power in our society we allow them to determine the future for us.

Bibliography

http://yourbusiness.azcentral.com/three-main-advertising-objectives-1412.html

http://www.chillibreeze.com/articles/top-ten-advertising-companies-in-India-jt.asp

http://webcache.googleusercontent.com/search?q=cache:DCXojVe3Va4J:americanresearchgroup.com/adrules/+&cd=1&hl=en&ct=clnk&gl=in&client=firefox-a

http://www.indianexpress.com/yearreview/best-ads.html

http://smallbusiness.chron.com/positive-effects-advertising-24688.html

http://smallbusiness.chron.com/negative-impacts-advertising-22146.html

http://brandeducationservices.com/2012/01/31/types-of-restaurant-advertising-brand-eduction/

http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html

http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm

http://olc.spsd.sk.ca/DE/webquests/mediaprop/conclusion.html

Advertising & Sales Promotion (3rd Edition) By: S H H Kazmi and Satish Batra