ADVERTISING

PURNIMA CHHURIASUSMITA KALOAERO PHILLISEETA KHALKHOGAYATRI NAHAK

INTRODUCTION

Advertisement literally means “to turn peoples attention towards a specific thing. “ it is a wider concept including both the commercial and non–commercial awareness.

Advertising is a form of communicate intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media.

DEFINATION

According to WELLER-Advertising is any form of paid non-personal

presentation of ideas, goods, or services for the purpose of inducing people to buy.

As per P.KOTLER-Advertising is any paid form of non personal

presentation and promotion of ideas, goods or services by an identified sponsor.

WHY ADVERTISEMENT?

To differentiate the product from their competitors

To communicate product information

To urge product used

To expand the product distribution

To increase brand preference and loyalty

To reduce overall sales cost

To creates new demand

Types of advertisin

g

PRODUCT

INSTITUTIONAL

SURROGATE

COMPARATIVE

PUBLIC SERVICE

5-M’s OF ADVERTISING

MISSION

MEASUREMENT

MEDIAMESSAGE

MONEY DECISIONS

MEDIAS USED IN ADVERTISING

RADIOTELEVISIO

N

CELLPHONES

NEWS PAPER

HORDINGS

BROCHEURESMAGAZINES

COFFEE MUG

PRESS MEET

ON LINE

BILL BOARD

IN STORE

WORD OF MOUTH

PLC and Advertising

INITIAL GROWTH

MATURITY DECLINE

MESSAGE

COMPETITORS

CORPORATE BRAND IMAGE

MEDIA PRICING

CELEBRITY

STRATEGIES

INVOLVED

IN ADVERTISI

G

CASE STUDY

INDIAN TELECOMMUNICATION

SECTOR

INDIAN TELECOM SECTOR

. The rapid growth in the telecom sector can be attributed to the various pro-active and positive policy measures taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public .

THE KEY PLAYERS IN THE TELECOM MARKET IN INDIA:

BSNLAIRTELVODAFONEIDEARELIANCETATA INDICOMAIRCELSPICEMTNL

VODAFONE VS AIRTEL

THE TELECOM BATTLE

VODAFONE VS AIRTEL

Both AIRTEL and VODAFONE has deep rooted presence in the Indian Telecom Sector through their wide product offerings and excellent distribution network.

AIRTEL and VODAFONE capitalized on innovative ideas and came up with new advertisements that pushed the brand value to heights.

Now the fight has intensified onto the network services market. Both Airtel and Vodafone have been trying to get people to use their network for everything from cricket commentary to horoscope alerts. Morning prayer songs to dating advice is now available. So the undergo competitive advertising strategies.

VODAFONE AIRTEL

The VO represents voice and DA symbolizes data.

New corporate logo of vodafone: the quotient within the circle suggesting conversation.

The new logo of airtel depicts the symbol of the letter A relating to the tele-networking of airtel.

It represents the gathering waves to connect people.

LOGO

New Airtel India logo- or is it Voda-Video- Tel now?

The new logo of Airtel seems to have uncanny resemblance to the likes of Vodafone, Videocon and the mark faintly displays an uppercase D.

SWOT ANALYSIS

STRENGTHSLargest companies of IndiaBrand nameFinancial stabilityWell defined organizational structureInnovative advertising Healthy distribution channelFocused on target marketMedia used

WEAKNESSDistribution channel is not accurately

categorized.Premium priced products, hence can’t

compete in low price segment. No separate strategy for other market

segments.Media used.Lengthy advertising.

OPPORTUNITIESAmple scope for gaining market share from

the unorganized sector. Other market penetration holds vast potential to bring about growth.

The company's financial performance can receive a major boost from its cost reduction efforts.

Advertisement media should be widened.

THREATSHeavy and growing competitionGrowing demands of consumersGovernmental policies and schemes

Which ad captures your imagination?

Do’S of advertising

Control BudgetDetermining a reasonable level of

expenditure. Use sales data to help in creating an

advertising budgetAnalyze competitors

Don’ts of Advertising

DON’TMake message lengthy Confuse customer Mislead consumers

ADVANTAGES

Manufacturers&

Advertising

Increases and stabilizes the sales turn-over

Maintains the existing market and explores the new

Controls product prices

Sales-force &

Advertising

Facilitates selling

Reduces sales-man’s burden of job

Instills self confidence

Consumers &

Advertising

Driving –force in decision making

Ensures better quality products at reasonable prices

Saves good deal of time

Society &

Advertising

Uplifts the living standard

Generates gainful employment opportunities

Provides new horizons of knowledge

Upholds the culture of a nation

LIMITATION

Limited capacity Rigid Unbelievable Conditional One way communication Mis -leading

CONCLUSION

Advertising is a crucial decision to be made by the advertiser. Hence the advertiser should choose clear message, good media and better mode in order to rule in the mind and heart of the target customer.

“The best advertising is done by satisfied customer”.

THANK

YOU