Meaning,Definition,Objectives of advertising,History of advertising,Types and medium of advertising,Advantages and disadvantages,Current scenario,Impact of effective advertisements-Notable examples,conclusion,suggestions
2. 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
3. CONTENTS
MEANING AND DEFINITION OF ADVERTISING
FEATURES OF ADVERTISING
HISTORY
TYPES OF ADVERTISING
MEDIUM OF ADVERTISING
ADVANTAGES OF ADVERTISING
5. MEANING
The word advertising is derived from two
Latin Words ‘Ad’ and ‘Verto’.
Ad – towards
Verto – I turn
Literally it means to turn the people’s
attention to a specific thing.
6. DEFINITION
a notice or announcement in a
public medium promoting a
product, service, or event or
publicizing a job vacancy
7. OBJECTIVES
to promote newly launched products.
To differentiate the product from their
competitors
Creates new demands
To enhance the goodwill
10. Johannes Gutenberg – 1450
Willian caxton – 1477(handbill)
1st news paper ad - 1677
HISTORY OF ADVERTISING
11. • 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
12. 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
17. 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
18. 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..
19.
20. 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..
21. 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.
24. 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.
25. PUBLIC SERVICE
Convey socially relevant messaged about important
matters.
Examples : AIDS, energy conservation, political
integrity, deforestation, illiteracy, poverty and so on.
27. 1.RADIO
Effectively used for communication
and positioning
It can target the large audience because
of its high reach
28. Advantages
Reach a large group of people
More affordable
Can produce quickly
The power of radio
Disadvantages
Not good for all products
We all change the channel
29. 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.
30. ADVANTAGES
Expansion of the market
Increases the sale
Fights competition
Enhances good will
Educate the consumers
More employment opportunities
35. Different form of online
advertising
1. Popout advertising
2. Button advertising
3. Sponsorship advertising
4. Interactive game advertising
5. Social media advertising etc…
41. 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.
45. 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.
46. 41
38
11 10
PRINT TV DIGITAL RADIO & CINEMA
Share of different media in total advertising revenue(inpercentage)
47. ROAD AHEAD…
A good run expected.
Growth expected based on several factors.
Growth expected in telecom industry also.
58. 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
59. IDEA
Some 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
60. 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.
VODAFONE
Took over Hutch in 2007.
Established base by introducing creative advertisements
Zoo zoos became instant hit and dominated online sites.
focus of advertisement- “change is good”.
IMPACT OF EFFECTIVE ADVERTISMENTS– NOTABLE
EXAMPLES
61. MAGGI
In 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
65. 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
66. 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.
