EVERY ADVERTISEMENT MUST TELL THE WHOLE STORY, BECAUSE THE PUBLIC DOES NOT READ THE ADVERTISEMENT IN SERIES

EVERY ADVERTISEMENT MUST TELL THE WHOLE STORY, BECAUSE THE PUBLIC DOES NOT READ THE ADVERTISEMENT IN SERIES

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PRESENTATION ON EVALUATION OF ADVERTISEMENT

ASHISH KUMAR Ӏ ROLL NO. 13GASNA M H Ӏ ROLL NO. 21

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PRESENTATION OVERVIEW

Introduction | Key terms |

Advertising |Functions of Advertising |

Media commonly used in Advertising |Evaluation of Advertisement |

Evaluation of Print Ad |Evaluation of Digital Ad |

Conclusion |Discussion |References |

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INTRODUCTION

Advertisement• An important means to: Inform and influence potential customers, of products & services.• One of the components of promotion.• Promotion is an important elements in the

Marketing Mix.

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Key Words

Marketing | Marketing mix |

4Ps |5Ps |7Ps |

Promotion |Advertisement |

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Marketing

“Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large”.

– American Marketing Association[AMA]

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Marketing Mix is a major concepts in modern marketing andincludes everything that the marketer uses to create a blend thatwould influence the demand for its products or services. It is theComponents or Elements uses to attract the potential customerand for sales promotion.

• 4Ps: introduced by E Jerome McCarthy – Product, Price, Place, Promotion

• 5Ps:– Product, Price, Place, Promotion, People

• 7Ps:– Product, Price, Place, Promotion, People, Physical Environment,

Process

Marketing Mix

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Promotion

–An important element of marketing mix– Includes one or more of;• Direct Marketing• Personal Selling• Advertisements• Sales promotion• Publicity• Interactive or Internet marketing

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Advertising

According to the American Market Association, •“Advertising is any paid form of non- personal

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

• Advertising is essentially a form of communication and its basic responsibility is to deliver desired information to the targeted audience.

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Functions of Advertising

• To communicate product information• To urge product used• To expand the product distribution• To increase brand preference and loyalty• To reduce overall sales cost• Creates new demand

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Media commonly used in Advertising

• Print media < News Paper, Periodicals• Digital media < Radio, T V, Cinema & Outdoor• Others media < Direct Mail, Exhibition, Point-

of-sale display aids, Print & Sales Literature

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Evaluation of Advertisement

Print media• Certain widely accepted criteria:

– Headline– Creativity– Tagline / Motto – Body – Visual elements/ illustration/ Appeal– Layout– Unique selling proposition– Message –Ability to catch and retain readers attention– Simplicity– Clarity of the Message– Sales creation power

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Evaluation of Print ad

• Caption – Extremely catchy• Creativity – Excellent, Strong Picturisation• Simple Layout • Reinforcement – Pencils matching with true natural colors • Product is displayed in the advert• Ad clearly shows what it wants to convey• Visual elements portrayed – very strong• The USP is the message of the Ad – “

True Color Pencils”

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Evaluation of digital ad

• Some widely accepted evaluation criteria:

– Unique Selling Proposition (USP)– Dramatization– Efficiency in usage of time slot – Message conveyed– Simplicity – Jingle/ background score– Initial attention grabbing element- first mental image of the

advertisement– Lasting impression– Retention

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Evaluation of Digital ad [contd..]

• Water Sealant product• National reach• Satirical representation of father and son relationship• The USP of the advertisement is < “ just one falling drop of water can change your

luck”• Very well dramatized• Very efficiently used the time slot• Ad Message conveyed and gets registered in viewers

mind and product too.16

Evaluation of Digital ad [contd..]

• No catchy jingle• Background music is divided into three• Lack of initial attention grabbing element• Sequence followed < serious, confusing, tensed

and lastly known to audience• Leaves a lasting impression• Very poor script• No connection of the Ad with the product

retention17

Conclusion

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Discussion

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References

• Advertising by Frank Jefkin, Daniel Yadin.• Advertising & Sales Promotion by S H H Kazmi and

Satish K Batra• Advertising Management by Manendra Mohan• www.bestadsontv.com• www.youtube.com• http://www.indiatvnews.com/business/india/20-cr

eative-and-clever-print-ads-7192.html• bladenomics.wordpress.com/2010/02/20/top-ten-

Indian-commercials/20