Download - Advertisements-Effective business stratergy
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Dilna dv
INTRODUCTION
Effective advertisement is the one that-
Express the brand message
To the identified target audience
At the right time and right place
At minimum cost
CONTENTS
MEANING AND DEFINITION OF ADVERTISINGFEATURES OF ADVERTISINGHISTORYTYPES OF ADVERTISINGMEDIUM OF ADVERTISINGADVANTAGES OF ADVERTISING
DISADVANTAGES OF ADVERTISINGCURRENT SCENARIO OF ADVERTISINGCREATIVES ADVERTISEMENTSCONCLUSION SUGGESTIONREFERENCE
CONTENTS
MEANING
The word advertising is derived from two Latin Words ‘Ad’ and ‘Verto’.Ad – towardsVerto – I turnLiterally it means to turn the people’s
attention to a specific thing.
DEFINITION
a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy
OBJECTIVES
to promote newly launched products.To differentiate the product from their
competitorsCreates new demandsTo enhance the goodwill
HISTORY OF ADVERTISING
1st advertisement – sign painted on a wall of a building
Town criers
Johannes Gutenberg – 1450
Willian caxton – 1477(handbill)
1st news paper ad - 1677
HISTORY OF ADVERTISING
• Classified ads appears – 1700• Colors appeared -1850• First advertisement agency - 1841(Volney Palmer in Boston)• First full serviece agency - 1869(N.W Ayer And Sons)
HISTORY OF ADVERTISING
Successful advertising campaigns
Pears Soap
Thomas Barrat-Father of modern advertising Propaganda and mechanization The emergence of new mass media Wall Street crash - 1929 Radio program TV - 1939 More scientific - 1960
HISTORY OF ADVERTISING
more scientific-1960’sEndeavoured to strengthen the brandIn 20th century-turned into a major
industryUsed all media
HISTORY OF ADVERTISING
In India ,ads became popular in the 19th
century during industrialisation under the British colonial
HISTORY OF ADVERTISING-INDIA
Some of the widely tools used to were Labels containing images of gods and kingsCalenders NewspapersPatriotism
HISTORY OF ADVERTISING-INDIA
TYPES OF ADVERTISING
PRINT ADVERTISING
Ads in portable printed medium like news papers,magazine,notice,brochures etc..
Provide detailed information Relatively low rate Ads can be easily reach to the audience
CELEBRITY ADVERTISING
campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service etc..
COVERT ADVERTISING Product or a particular brand is incorporated in
some entertainment and media channels like
movies, television shows or even sports.
Examples
1. Bourn vita in Movie Krish
2. Idea in film fare awards etc..
OUTDOOR ADVERTISING
Advertising on bill boards or
signboards, outside of a building and
often by the roadside.
Has to be really terse and catchy in
order to grab the attention of the
passers by.
BILLBOARDS ON TIMES SQUARE, NEW YORK
SURROGATE ADVERTISINGSurrogate advertising is a form
of advertising
which is used to promote harmful products
like cigarettes and alcohol
BROADCAST• Constitutes : television, radio or the Internet
• The cost of television advertising often depends
on:
a. the duration,
b. time, and
c. popularity of the channel.
PUBLIC SERVICE
Convey socially relevant messaged about important
matters.
Examples : AIDS, energy conservation, political
integrity, deforestation, illiteracy, poverty and so on.
MEDIUM OF ADVERTISEMENT
1.RADIO
Effectively used for communication and positioning
It can target the large audience because of its high reach
AdvantagesReach a large group of peopleMore affordableCan produce quicklyThe power of radio
Disadvantages
Not good for all productsWe all change the channel
2.TV
Television ads are a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service.
ADVANTAGES
Expansion of the market Increases the sale Fights competition Enhances good will Educate the consumers More employment opportunities
DISADVANTAGES
•Adds to cost•Undermines social values•Confuses the buyer•Encourages sale of inferior products
DISADVANTAGES
• Bad taste • Promotions of social evils• Distraction caused by ads • Misdirection of purchasing power
3.ONLINE
Different form of online
advertising
1. Popout advertising2. Button advertising3. Sponsorship advertising4. Interactive game advertising5. Social media advertising etc…
AdvantagesRelatively low costEasy to use&Wide coverageTargeting potential customersFlexibility Builds loyaltyEasy to track
DISADVANTAGES
Technical obstacles
Capable of ignoring ads
Viewers get distracted
Not beneficial for
illiterate people
4.PRINT MEDIA
TYPES OF PRINT ADVERTISING :-
1. NEWSPAPERS 2.NEWS LETTERS
3. MAGAZINES 4.BANNERS
5. BILLBOARDS 6. BOOKS
7. BROCHURES 8. FLYERS
PRINT ADVERTISING
Advantages
Popular among consumers.
Easy medium to spread awareness.
Cheap and affordable.
Enables designing of advertisement as per our
own desire.
Disadvantages
Does not have a wide reach.
Requires lot of planning.
Is not available all the time.
CURRENT SCENARIOGlobal Statistics
Advertising revenue
$569.7 $606.9
(in b
illio
ns)
2015 2016
$182.6
$202.6
(in b
illio
ns)
2015 2018
America
China
$74.3
$92.3
(in b
illio
ns)
2015 2018
Decreasing traditional advertising.
Increased online advertising.
Indian Statistics
Estimates: GDP of 0.45% in ad
spend.
Growth at 16.8%.
Digital advertising: annual growth @
33%.
Internet share: anticipated growth
from 8% in 2013 to 16% in 2018.
4138
11 10
PRINT TV DIGITAL RADIO & CINEMA
Share of different media in total advertising revenue(in
pe
rcen
tag
e)
ROAD AHEAD…
A good run expected.
Growth expected based on several factors.
Growth expected in telecom industry also.
TOP 3 ADVERTISING AGENCIES
2010
20150
2000
4000
6000
8000
10000
12000
14000
16000
OMNICOMWPP
PUBLICIS
2010
2015
12542.5
15134.5
9890.86
12969.3
5743.08
10177.06
(Valu
e in b
illio
n d
olla
rs)
CREATIVE ASPECTS
In order to get
attention and
persuade
people creativity
is needed
Funny non-sense but unforgettable ads
INNOVATIVE AND CREATIVE
ADVANTAGES OF ADVERTISING
ADVANTAGES OF ADVERTISING
INTRODUCES A NEW PRODUCT IN THE MARKET
EXPANSION OF THE MARKET
INCREASED SALE
FIGHTS COMPETITION
ADVANTAGES OF ADVERTISING
ENHANCES GOOD-WILL
EDUCATES THE CONSUMERS
ADVANTAGES OF ADVERTISING
REDUCTION IN PRICE OF NEWS PAPER AND MAGAZINES
HIGHER STANDARD OF LIVING
ADVANTAGES OF ADVERTISING
SUPPORTS SALESMANSHIP
EMPLOYMENT OPPORTUNITIES
ADVANTAGES OF ADVERTISING
NIKE 1980s :- “Just Do It” campaign Direct impact :- Sales of $800 million dollar in 1998 grew to $9.2 billion dollar by 1998.
IMPACT OF EFFECTIVE ADVERTISMENTS – NOTABLE EXAMPLES
IDEASome famous taglines and jingles used :-“An idea can change your life”“What an Idea Sirji”“Hello honey Bunny” “No idea, get Idea”“Internet 4 All”
IMPACT OF EFFECTIVE ADVERTISMENTS – NOTABLE EXAMPLES
HUTCH
Tagline used- “wherever you go, our network follows”.
Enjoyed strong network platform in India.
Cornered 15.9% share of indian telecom market .
Established 29.2 million subscriber base.
VODAFONETook over Hutch in 2007.Established base by introducing creative advertisementsZoo zoos became instant hit and dominated online sites. focus of advertisement- “change is good”.
IMPACT OF EFFECTIVE ADVERTISMENTS – NOTABLE EXAMPLES
MAGGIIn 2015, Maggi was banned for 5 months. Brand value eroded by 30-40%. Sales dropped by 60-70%.But it sustained recovery with the help of advertisments. #we-miss-you Maggi campaign became popular. Regained 57% of the market share with no difficulty.
IMPACT OF EFFECTIVE ADVERTISMENTS – NOTABLE EXAMPLES
DISADVANTAGES OF ADVERTISING
DISADVANTAGES OF ADVERTISING
Increases the costsUndermine social valuesConfuses the buyersEncourages sale of bad products
Promotes materialismHarmful to childrenToo pervasive
DISADVANTAGES OF ADVERTISING
CONCLUSION
“It takes a big idea to attract the attention of
consumers and get them to buy your product. Unless
your advertising contains a big idea, it will pass like a
ship in the night”
David Ogilvy
“Advertising is the ability to sense ,interpret and to put
the very the very heart throbs of a business into type,
paper and ink”
Leo Burnett
SUGGESTIONS As a business unit-
Never compromise on the long term sustainability of
the business by giving false advertisements, for short
term profitability.
As a consumer-
Never trust any advertisement blindly. Stop judging
the product/service on the basis of advertisement
alone.
REFERENCE Wikipedia
NCERT
DILNA DV