This document defines advertising and outlines its key components. Advertising is paid persuasive communication that uses mass media like television, newspapers and the internet to connect sponsors with large audiences. It must have six components - it is paid, uses non-personal communication, identifies the sponsor, uses mass media, tries to influence or persuade, and reaches a broad audience. The document also lists the top advertising categories and agencies and discusses the role of media channels and target audiences.
5. Defining Modern
Advertising
• Paid persuasive
communication
• Uses nonpersonal
mass media to reach
broad audiences
• Connects an identified
sponsor with a target
audience
6. Six Basic
Components
1. Paid
2. Non-personal
communication
3. Sponsor is
identified
4. Using mass media
5. Tries to persuade or
influence
6. Reaches large
audience
10. Advertisers in Terms of Categories
1. Automotive
2. Retail
3. Movies, media, and
advertising
4. Food, beverages, and
confectionery
5. Medicines and proprietary
remedies
6. Financial services
7. Telecommunications
8. Toiletries, cosmetics, and
personal care
9. Airline travel, hotels, and
resorts
10. Restaurants
11. Direct-response companies
12. Home-furnishings,
appliances, supplies
13. Insurance and real estate
14. Computers, software,
Internet
15. Government, politics, and
organizations
16. Apparel
17. Beer, wine, and liquor
18. Audio and video equipment
and supplies
19. Sporting goods, toys, and
games
20. Entertainment and events
11. Key Players: Media
• Channels of communication that carry the
message to the
Audience
• Are also companies or huge
conglomerates
• Cost effective because the costs are
spread over a large number of
people
12. Key Players: Target Audience
• The desired audience for the advertising
message
• Data-gathering technology improves
accuracy of information about customers
• Advertisers must recognize the various
target audiences they are talking to and
know as much about them as possible
14. Purpose Of Advertising
Delivering the proper message to customers
To convince customers that a company’s
services or products are best
Enhance the Image of company
Demonstrate new uses for established
products to hold existing customers
15. Classification Of Advertising
On Geographical
basis
Global
National
Regional
Local
On Basis of Target
Groups
• Consumers
• Professional
On basis of Demand
Product demand
Brand demand
o Advertising of
service
Hotel services
Education services
Transportation
services
Hospitality services
Financial service
16. Examples of Top Advertising Agencies
Ogilvy & Mather- Hutch (Vodafone), Cadbury,
Asian Paints and Fevicol.
JWT, J Walter Thompson- Nestle, Ford, Nokia
and Unilever.
Mudra Communication- HBO, Philips, Reliance
NetConnect, Big Bazaar.
FCB Ulka Advertising Ltd- Tata Indicom,
Whirlpool, Zee Cinema, Santoor, Sunfeast and
Amul.
Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti
Suzuki, Nestle, Ambuja Cement, UTV, P&G and
Godrej
23. It includes all the ways through
which we get information :
Books
Newspapers
Magazines
Emedia
Radio
Television
24. Social media
Social media is any web-based
environment that allows users to easily
create, publish and share content.
Social media websites allow the user to
control the data, to create modify, discuss
and share internet content.
Its user centred, interactive, information
sharing design and collaboration
25. Current e.g. Of social media
• Social networking sites including Facebook,
LinkedIn, My Space, Google+ etc.
• Video and photo sharing websites including Flickr,
Tumblr, Instagram, or YouTube
• Vlogs, including corporate blogs and personal blogs
•Micro-blogging including Twitter
•Wikis and online collaborations including Wikipedia
• Forums, discussion boards and groups including
Google groups.
26.
27. In favour
• Media is one of the strongest modes of communication.
• The develoment of any country depends on media.
• The roots of media has spread worldwide.
• It broadcasts news nearly 24*7 & 365 days a year.
• Update people about each & every event happening in
the world.
• It played a major role in getting independence by
creating awareness in people.
• It creates new job opportunities in the fields like
journalism advertising etc.
• Media shows the true faces of the politician by
broadcasting interviews with facts.
28. Against
• Media creates a hype of everything through rumors.
• Most of the time their allegations are not true.
• In the world of media nothing is hidden from anyone, this
can be dangerous from the security point of view.
• Different channels are showing different angles of the same
news which leads to misunderstanding of viewers.
• Lives of celebrities are often disclosed on in an unethical
manner
• Some politicians are using media to highlight them in
public.
29. Conclusion
I've observed how media is found in our every day lives. From
music to sports and the internet it shows that media plays an
important role in our every day lives.
I also noticed how media and advertisement seemed to increase
based on a websites popularity
I have realized that how important advertisement has become and
how technology is exposed to these advertisements.
The media industry has become a fast paced industry and clearly is
doing all it can to stay on top and reach its potential consumers.
