Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
ADVERTIESMNET
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
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.
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.
17.
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.
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.
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
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.
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
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
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
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
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.
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
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
64. Definition
Internet advertising
Uses the Internet to deliver promotional marketing
messages to customers
large business and is growing rapidly.
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.
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
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
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.
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)
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
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.
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.
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.
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.
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'
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.
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.
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.
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