IT INCLUDES ALL TYPES OF ADVERTISEMENT :)

1. AYESHA AFTAB MALIK
AROOJ TAHIR KIAYANI
ZARNAB SHOKAT
ZAHRA HANIF
KHADIJA IJAZ
DEPARTMENT OF BIOINFORMATICS & TECHNOLOGY
FACULTY OF BASIC AND APPLIED SCIENCES
INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

3. INTRODUCTION

4. Glassex window cleaner: Magician

5. Chupa Chup sugar free lollipops: Ants

6. G
u
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n
n
e
s
s
:
B
e
e
r

7. Nikol Baking Tray : Jacuzzi

8. Bose Noise reduction Headphones: Waterfall

9. Cemex: Fast Drying Cement

11. Advertising (mass communication)
In relation to mass communication:
“ It refers to marketing a product or
service in a persuasive manner that
encourages the audience to buy the
product or use the service”.

12.  From the above we can infer that:
Advertising is promotion, of a product or a service. It is done
by companies to maximize sales. Companies pay a premium
for doing this promotion. Advertising could be done through
billboards, movies etc.

13.  In Latin, ad vertere means "to turn
toward”
 Advertising seeks to create an image
surrounding a product, so that
customers feel that they need it
 Advertising can promote a new
product and increase sales of existing
products
 Advertising messages are usually paid
for by sponsors and viewed via
various traditional media;
including mass media; or new media

14. SCOPE OF ADVERTISING
 The Pakistani advertising industry
is upcoming and has a lot of promise.
 Only the hardworking and efficient
companies will survive.
 What matters most in this sector
is knowledge and experience of the
work and the industry. The better
the research and analysis done by
the agency, the better their chances
of success.

15. WHY WE
NEED
ADVERTISMENTS?

16. PURPOSE OF ADVERTISING
The purpose of advertising is to conivince the customer:
 Company's services or products are the best
 Enhance the image of the company
 Point out and create a need for products or services
 Demonstrate new uses for established products
 Announce new products and programs
 Draw customers to the business
 To hold existing customers.

18. ANCIENT FORMS OF ADVERTISING
 History tells us that out-of-home
advertising and billboards are the oldest forms of
advertisement.
 Egyptians used papyrus to make sales messages and
wall posters.

19. Wall or rock painting

20. 18TH CENTURY
 Advertisements started to appear in weekly newspapers
in England
 Were used mainly to promote books and newspapers
.

21. 19th CENTURY
 Thomas J. Barratt -- “The
father of modern advertising
 the Pears Soap company

22.  Under Barratt's guidance, Pears
Soap became the world's first
legally registered brand and is
therefore the world's oldest
continuously existing brand!
 Lillie Langtry- income as the
first woman to endorse a com-
mercial product

23.  In June 1836, French newspaper La Presse was the first
to include paid advertising in its pages
 Volney B. Palmer established the roots of the modern
day advertising agency in Philadelphia.

24.  The emergence of advertising agency
 In late 19th century advertising agency
of N.W. Ayer & Son was founded
 By 1900, advertising was firmly
established as a profession.

25. 20th CENTURY
 Adoption of the doctrine:
Human instincts could be targeted and harnessed –
"sublimated" into the desire to purchase commodities
 The tobacco industry was one of the firsts to make use of
mass production.
 Late 20s-advertisers recognized the value of women's insight
during the creative process.

26. On the radio from the 1920s
 In the early 1920s, the first radio
stations were established
 Start of the trend to sponsor
programs

27. Public service advertising in WW2
“Advertising justifies its existence when used in the
public interest – it is much too powerful a tool to use
solely for commercial purposes."
David Ogilvy

28.  Public service advertising reached its height
during World Wars I and II under the direction of
more than one government.

29. Cable television from the 1980s
 The late 1980s and early 1990s saw the
introduction of cable television and
particularly MTV. Pioneering the concept of
the music video
 specialty channels emerged, including channels
entirely devoted to advertising, such
as QVC, Home Shopping Network, and ShopTV
Canada.

30. On the Internet from the 1990s
 new frontiers for advertisers opened and contributed
to the "dot-com" boom of the 1990s.
 Domain owners allow advertising companies to place
ads on their sites in return for a per-click payment

31. “Guerrilla marketing"
Includes unusual approaches such as:
 staged encounters in public places
 giveaways of products such as cars that are covered
with brand messages
 interactive advertising where the viewer can respond
to become part of the advertising message.
 having consumers vote through text messages various
innovations utilizing social network services

32.  With the passage of time, advertising is becoming more
unpredictable and innovative, which causes consumers to
buy the product or idea.
 This reflects an increasing trend of interactive and
"embedded" ads as well as a high competition in the
market.

33. TYPES OF ADVERTISING

34.  Traditional Modes of Advertising
 Modern Types of Advertising
 The Future of Advertising
Categories

35.  Print Advertising
 Outdoor Advertising
 Radio Advertising
 Television
Traditional Modes of Advertising

36. Print Advertising - Newspapers, Magazines,
Brochures, Fliers

37.  Print media has always been a
popular advertising option.
 Advertising products via
newspapers or magazines is a
common practice
 It also offers promotional
brochures and fliers
 Newspapers and magazines sell the
advertising space according to the
area occupied by the ad
Print Advertising -
Newspapers, Magazines, Brochures, Fliers

38. Outdoor Advertising - Billboards,
Kiosks, Trade-shows and Events

39. Outdoor Advertising - Billboards,
Kiosks, Trade-shows and Events
 Billboard advertising is very
popular.
 Kiosks provide an easy outlet for
the company's products
 Organizing special events or
sponsoring them

40. Paying people to hold signs is one of the oldest forms of
advertising, as with this human being pictured above.

41. Radio Advertising

42. Radio Advertising
 One of the oldest forms of
advertising
 Advertisers can buy airtime from a
radio station to air their ads
 Prices depend upon the duration,
time of the day, and program

43. Television

44. Television
 It reaches the maximum number of
target customers
 Expensive type of advertising
 To increase the visibility of
ads, banners are placed in the
background of running programs
 Computer-based graphics are also
used to generate ads

45. Modern Types of Advertising
 Online Advertising
 Covert Advertising
 Surrogate Advertising
 Public Service Advertising
 Celebrity Advertising
 In-store Advertising
 Coffee Cup Advertising
 Digital Out of Home Advertising

46. Online Advertising
 Uses the internet and world wide web to attract customers

47. Covert Advertising - Advertising in Movies

48.  Unique kind of advertising
 Product or a particular brand is
incorporated in some entertainment
and media channels
 For example, appearance of brand
Nokia which is displayed on tom
cruise's phone in the movie Minority
Report
Covert Advertising - Advertising in Movies

49. Surrogate Advertising - Advertising
Indirectly

50. Surrogate Advertising - Advertising Indirectly
 Prominently seen in cases where
advertising a particular product is
banned by law
 Advertisements for products like
cigarettes or alcohol
 Companies come up with products
that have the same brand name to
indirectly remind customers

51. Public Service Advertising – Advertising
for Social Causes

52. Public Service Advertising - Advertising for
Social Causes
 Technique used to convey
socially relevant messages about
important matters and social
causes
 These include AIDS, energy
conservation, political integrity,
deforestation, illiteracy, poverty,
and so on.

53. Celebrity Advertising
 Focuses upon using celebrity
power, fame, money, popularity to
gain recognition for products


54. In-store Advertising
 Popular advertising method for large
malls and departmental stores
 Also known as ‘point of purchase
advertising’
 Products are usually displayed
prominently at checkout counters and
packaged attractively
 Banners inside the store announcing price
cuts or new launches

55. Coffee Cup Advertising
 Relatively new form of mass
advertising
 Placement of small ads on
paper cups for coffees or onto
the tabletops of the cafe

56. Digital Out of Home Advertising
 New type of advertising gaining
popularity and effectiveness
 Essentially a systematic arrangement
of media at different venues
 LCD screens with customized
software can be found in public
locations like parks, subways, and gas
stations

57. The Future of Advertising
 Digital Signage
 Smartphone Advertising
 Niche Advertising
 User-generated Advertising

58. Digital Signage
 It is a cheap alternative to the costly
excesses of television commercials
 Done through the installation of LED
or plasma screens in public places
 Railway and subway
stations, cafes, airports, retail
stores, hotels, and many other similar
locations

59. Smartphone Advertising
 Smartphones offers to consumers a
fertile ground for advertising
 Games downloaded to mobile
platforms display ads when
connected to the internet
 Available across a range of
operating systems such as
Android, iOS and Windows

60. Niche Advertising
 Deals with targeting the selected
group of customers with tailored ads
 Companies are taking advantage of
online blogs and websites
 Potential customers are exposed to
the ads whenever they search for
related terms or log on to a
particular site

61. User-generated Advertising

62. User-generated Advertising
 Radically new form of advertising
 Letting customers create their own
ads for the brand
 One of which is chosen as the
brands official ad for a particular
time period
 User-generated ads are not cost
prohibitive
 Allow the company to generate a lot
of publicity via word-of-mouth

63. ONLINE
ADVERTISEMENT

64. Definition
 Internet advertising
 Uses the Internet to deliver promotional marketing
messages to customers
 large business and is growing rapidly.

65. Types of online
advertisement

66. Display advertising
 advertising message visually using
text, logos, animations, videos, photographs, or
other graphics

68. Pop Up advertisement
A pop-up ad is displayed in a new web browser window
that opens above a website visitor’s initial browser window.[

69. Pop-under Advertisement
 30] A pop-under ad opens a new browser window under a
website visitor’s initial browser window.

70. Floating Ads
 A floating ad, or overlay ad, is a type of rich media
advertisement that appears superimposed over the
requested website’s content.

71. 
Email advertising is ad copy comprising an entire
email or a portion of an email message

72. Online classified advertising

73. Adware
 software that, once installed, automatically
displays advertisements on a user’s computer

74. Social Media Advertisement
• commercial promotion conducted through
social media websites

75. Compensation method
 CPM > cost per milli
 CPC > cost per click
 CPA or PPP> cost per action or pay per
performance
 Fixed Cost

76. Advantages of online
advertisement

77. Cost
 The low costs of electronic communication reduce the cost
of displaying online advertisements
 provides a low-cost means for advertisers

78. Measurability
 collect data on their ads’ effectiveness
 whether the advertisement resulted in a
sale/visitor view

79. Coverage
 Online advertising can reach nearly every global
market, and online advertising influences offline
sales

80. Speed
 online ads can be deployed immediately
 can modify or replace ad copy rapidly

81. Disadvantages of online
advertisements

82. Privacy Concern
 The collection of user information by publishers
 Over half of all Google and Facebook users are
concerned about their privacy

83. Spam
 The Internet’s low cost of disseminating
advertising contributes to spam

85.  Mobile advertising is a form of advertising
via mobile (wireless) phones or other mobile
devices.
 Subset of mobile marketing.
 Most mobile advertising is targeted at
mobile phones.
 4.6 billion as of 2009.
 Advertisers and media industry will
increasingly take account of a bigger and
fast-growing mobile market
 Mobile phones based on cellular backhaul or
smartphones based on WiFi hot spot or
WiMAX hot zone will also strengthen
 In Japan today, already 44% of mobile
phone owners click on ads they receive on
their phones.

86. MOBILE AS MEDIA

87.  “seventh mass media
channel”
 Two-way mobile media
 Ideal for time- and
location-sensitive
advertising,
 Advertising industry
since the mid-2000s

88.  2007 was worth $2.2 billion.
 Less than 0.5% of the approximately $450 billion global
advertising industry

89. Viral marketing

91.  One recipient of an advertisement on mobile,
will forward that to a friend.
 This allows users to become part of the advertising experience.
 At the bare minimum mobile ads with viral abilities can become powerful
interactive campaigns.
 At the extreme, they can become engagement marketing experiences.
 Apha user

92. Types of mobile ads

93.  Mobile Web Banner
 Mobile Web Poster
 SMS advertising
 MMS advertising,

94.  Advertising within mobile games and mobile videos,
during mobile TV receipt
 Audio advertisements
 Audio recording played while interacting with a telephone-based service
such as movie ticketing or directory assistance.

95. Effectiveness
of
mobile media
ad campaign

96.  Click-through rates
 Also sold to advertisers by views (Cost Per Impression) or by
click-through (Cost Per Click).
 Conversion rates, such as click-to-call rates
 Other degrees of interactive measurement
 Cost Per Install (CPI)
 Where there the pricing model is based on the user
installing an App on their mobile phone.
 CPI Mobile Advertising Networks work either as incent or
non-incent.
 In the incent model the user is given virtual points or
rewards to install the game or App.
 Impressions (views)

97. Handsets display and corresponding
ad images

98.  Screen size and supported technologies
 For color images, formats such as PNG, JPEG, GIF and BMP along
with the monochrome WBMP format.

99. Handset
Approx Handset Screen Size
(px W x H)
Example Handsets Ad Unit Ad Size (pixels)
X-Large 320 x 320 Palm Treo 700P, Nokia E70 X-Large 300 x 50
Large 240 x 320
Samsung MM-A900, LG VX-
8500 Chocolate, Sony Ericsson
W910i
Large 216 x 36
Medium 176 x 208
Motorola RAZR, LG VX-8000,
Motorola ROKR E1
Medium 168 x 28
Small 128 x 160 Motorola V195 Small 120 x 20

100. FUNCTIONS OF
ADVERTISEMENTS

101. Functions of advertising

102. To differentiate the product from
their competitors

103. This creates an awareness of the product and
provides a basis for consumers to choose the
advertised product over other products this
creates an awareness of the product and
provides a basis for consumers to choose the
advertised product over other products

104. Example
 GARNIER FRUTICS (shampoo)
the shampoo bottle have the
different color from all other
shampoo available in the
shelf. The bottle of the
shampoo is unique from all
others.

105. Example
 Apple laptops make them
different from others as the
WHITE color and logo of
APPLE on back of the screen.

106. To communicate product
information

107.  Product information communicated to the customers in manner that
meets their information needs. Most consumers tend to discount the
information in advertising because they understand that the purpose of
the advertising is to persuade.

108. Example
 Ponds age miracle

109. To urge product used

110.  The third function of advertising is to induce
consumers to try new products and to suggest
reuse of the product as well as new uses; this is
the persuasion function.

111. Example
 Fair and lovely

112. Example
 Neutrogena acne treatment cream

113. To expand the product
distribution

114.  It is basically to provide the product all over
market. It is necessary to make sure that
product should be accessible to everyone.
Availability of product effect the distribution.

115. Example
 Wateen telecom and Motorola Partner

116. To increase brand preference
and loyalty

117. Example
99% girls who are not married
will not look at the ad of
pampers or any milk powder
for children but when they
will get married their
interest will automatically
move towards such ad'

118. Brand loyalty

119.  Brand loyalty is a long-term customer preference for a
particular product or service. Brand loyalty can be
produced by factors such as customer satisfaction with
the performance or price of a specific product or
service, or through identifying with a brand image. It can
be encouraged by advertising.

120. Example
Colgate toothpaste

121. To reduce overall sales cost

122.  When a product is selling you have to teach the
people about the product.
 Like if we would advertise through
newspapers, TV, broachers and internet, it would
cater huge sum of masses and if you do individually it
would be more costly and time consuming.

123. Example
Coke

124. Creates new demands

125.  Advertising have to create new demands they should
educate the people about more and more new things
coming up in the market. Each year new
products, including line extensions and new brands
are introduced into groceries and drugstores.

126. Example
Wateen telecom

127. DYSFUNCTIONS OF
ADVERTISEMENTS

128. DYSFUNCTIONS

129. How accurate is the advertising?

130. Misrepresentation

131. Unrealistic Expectations
 Beauty and health
products may also
not live up to their
promises, resulting
in wasted consumer
money.

132. PARTIAL
DISCLOSURES

133. VISUAL DISTORTIONS

134. FALSE COMPARISONS

135. FALSE TESTIMONIALS

136. False Images

137. Does it make us more
materialistic?

138. Materialism promotion

139. Advertising Is for the Rich

140. INCREASING FRAUD RISKS

141. CHEAP SLOGANS
 O say orient- Pehli Chahat
 Kashmir Premium Gold-Har Pal Mai Basa Pyar

142. TOO MUCH EXPOSURE OF FEMININE
PRODUCTS

143. What do you think is the biggest
problem with advertising?

144. Objectification of Women
 73% of advertisements are presenting
women in a “decorative” manner

145. Continued…

146. Continued…
 Focusing on female figures instead of product

147. Continued..
Effects of objectification on males:
 Changes their views about women’s role in society

148. Continued…
Effects of objectification on females
 Distorting Women's Self Image
 low self-esteem
 depression
 eating disorders

149. Result:
 endless demand for new beauty products
 weight-loss, fashion, and cosmetics industries, are among the
largest and most profitable consumer industries

150. Underlying message
 Important thing about themselves is the way
they look
 Their self-worth is dependent upon attention
from men

151. THANK YOU!