These slides includes the detailed history of advertising and how advertising agencies start working and when the first advertising agency came into existence. These slides include data about Pakistani advertising agencies.

2. ADVERTISIN
G AND
ADVERTISIN
G AGENCIES

3. GROUP MEMBERS
MUHAMMAD ARSLAN
BBA F17 M024
MUHAMMAD ARSLAN QAMAR
BBA F17 M033
KHAWAR AFZAL
BBA F17 M052
HAMZA MAQSOOD
BBA F17 E141

4. ADVERTISING

5. WHAT IS ADVERTISING
Origin
Latin root
ADVERTER
To turns towards
To attract attention

6. WHAT IS ADVERTISING?
According to Philip
Kotler –
Advertising is any
paid form of non-
personal
presentation &
promotion of
Ideas goods
services by an
identified sponsor.

7. AIDA
MODEL

8. AIDA
MODEL
The AIDA Model, which stands
for
 Attention,
 Interest,
 Desire, and
 Action model,
is an advertising effect model
that identifies the stages that an
individual goes during the process
of purchasing a product or service

9. AIDA
MODEL
 The AIDA model is
commonly used in
 digital marketing,
 sales strategies, and
 public relations campaigns.

10. THE AIDA
MODEL
HIERARCH
Y
Attention:
 The first step in marketing or
advertising is to consider how to
attract the attention of consumers.
Interest:
 Once the consumer is aware that
the product or service exists, the
business must work on increasing
the potential customer’s interest
level.

11. THE AIDA
MODEL
HIERARCHY
Desire:
 After the consumer is interested in the
product or service, then the goal is to
make consumers desire it, moving their
mindset from “I like it” to “I want it.”
Action:
 The ultimate goal is to drive the
receiver of the marketing campaign to
initiate action and purchase the
product or service.
Therefore, the AIDA model says that
Awareness leads to Interest, which
leads to Desire, and finally Action

12. OBJECTIVES
OF
ADVERTISING
Provide information
• What the consumer needs to know
Provide incentives to buy
• Tell them why
Remind and Re-enforces
 Repetition

13. OTHER
OBJECTIVE
S
Brand Building
Increasing Sales
Creating Demand
Engagement

14. TYPES OF ADVERTISING
Above the line advertising:
 Activities that
are largely non-targeted
 Have a wide reach
 Examples TV, radio, &
newspaper
advertisements.

15. TYPES OF
ADVERTISING
Below the line advertising:
 Include conversion focused
activities which are directed
towards a specific target group
 Examples are billboards etc

16. TYPES OF
ADVERTISING
Through the line advertising:
 Activities which involve the use of
both ATL & BTL strategies.
 Directed towards brand building
and conversions and make use
of targeted(personalized)
advertisement strategies
 Examples cookie based advertising,
digital marketing strategies,

17. MEDIUMS
OF
ADVERTISING
Advertising activities can also be
categorized into 5 types based on the
advertisement medium used. These types
of advertisements are:
 Print Advertising:
Newspaper, magazines, & brochure
advertisements, etc.
 Broadcast Advertising:
Television and radio advertisements.
 Outdoor Advertising:
Hoardings, banners, flags, wraps,
etc.

18. MEDIUMS
OF
ADVERTISING
 Digital Advertising:
Advertisements displayed over
the internet and digital devices.
 Product/Brand Integration:
Product placements in
entertainment media like TV show,
YouTube video, etc.

19. TYPES OF
ADVERTISIN
G
TYPES EXAMPLES
Brand Marinda, Nestle Water
Retail/Local
Advertising
Hyper star, Al-Fatah
Direct-Response BestBuy, Real Estate Ads
Business to Business Medical advertising
Institutional /
Corporate
Bank Alfalah, MCB
Non-Profit Edhi Trust, Colleges
Public Service Anti-Smoking/Anti drugs
Political PML-N, PTI
Directory Yellow Pages

20. EVOLUTION
OF
ADVERTISING
Prehistoric Era
1. Age of print
2. Industrial revolution & consumer
society
3. Modern advertising era
4. Age of agencies
5. Creative era
6. Accountability era

21. PRE-HISTORIC ERA
3000 B.C: Written
ad offering whole
gold coin for
runaway slave
500 B.C: Political
and trade graffiti
on Pompei walls

22. AGE OF PRINT
Mid1400s
printed handbills
1472
first printed ad
in English
tacked on
London church
doors
1622
1st print ad in
London’s Weekly
Relation News
1655
1st use of the
term Advertising
1662
London Gazette
offers 1st
advertising
supplement
1704
1st US
newspaper to
carry ads
1841
Volney B Palmer
becomes the 1st
ad sales agent
(Boston)

23. INDUSTRIAL REVOLUTION &
CONSUMER SOCIETY
1850s
1st branded items such
as Baker’s chocolate
appears in stores
1864
J. Walter Thompson
forms JWT (1st account
executive)
1880s
john powers pioneers
copywriting focusses on
news
1888
printer’s Ink, 1st US
publication for
advertising profession
1890s
E. E. Calkins & R.
Holder develop image
copy

24. MODERN ADVERTISING ERA
studies on the attention-
getting & persuasive
qualities of advertising
1900
1st ad censor appointed
by Scripps- McRoe league
of NPs
1903
start of celebrity
endorsement with Pepsi
1908
1st truth in advertising
Act passed
1912

25. AGE OF AGENCIES
American Association of
Ad Agency formed
1917
1st ad testimonials by star
movie appear
1920s
1st radio ad solves radio’s
financing needs
1922
TV becomes leading
advertising medium
1940-50s

26. CREATIVE ERA
1960s; D. D. B ‘Think Small’ campaign for
VW/ Visa’s ‘We try Harder’
1960s; Ogilvy developers research –based
image advertising and story telling
1960s: Leo Burnet create brand icons and
inherent drama
1960; Bill Bambach focusses on art of
persuation

27. ACCOUNTABILITY ERA
1980s-90s; Mega
mergers take place
worldwide
90s-2000s; IMC,
niche marketing
interactive media,
mass customization
2000s; internet is
the fastest growing
ad medium since TV

28. ADVERTISING
IN PAKISTAN
1947-1950
•Few foreign-based
agencies
•Press only available
medium
•Stunted growth of
commerce and
industry
•Press ads from 50s

29. OLDER AD CAMPAIGN

30. ADS FOR TIBET SNOW, TIBET
TALCUM POWDERS AND TIBET SOAP
FROM 1956, 1965 RESPECTIVELY

31. CHERRY BLOSSOM ADS
FROM 1952, 1953 AND 1989

32. 1960S
ONWARDS
Radio Pakistan
launched commercial
services
State-owned PTV
launched in Lahore in
1964
1979 PIA ad

33. IN1980S
Strict sensor
laws on
broadcast media
Memorable
Pakistan TV ads

34. ROOH AFZA ADS IN 1952 AND
1985

35. 2000S
ONWARDS
PEMRA issued
licenses to several
satellite channels
Ads pend increasing
25% annually (2007)
Consumerism on the
rise

36. ROLE OF
ADVERTISIN
G
Marketing
Communication
Societal

37. MARKETING AND COMMUNICATION
ROLE

38. SOCIETAL
ROLE
 New products and information
 Helps us create self-image & express
ourselves through the things we
use/wear
 Has both negative & positive
effects

39. ADVANTAGES
OF
ADVERTISIN
G
 Helps In Brand Building
 Helps In Launching New Product
 Helps In Reducing Customer
Turnover
 Attracts New Customers
 Educates The Customers

40. DISADVANTAGE
S OF
ADVERTISING
Increases The Costs
Confuses The Buyer
Is Sometimes Misleading
Only For Big Businesses

41. ASPECTS OF
ADVERTISIN
G
We are going to discuss these three
aspects of advertising;
Legal Aspect
Ethical Aspect
Economic Aspect

42. ECONOMIC
Effects on customer choice
• Differentiation
• Brand loyalty
Effects on the product cost and prices
• Advertising as an expense that increase
the cost of the product
• Increased differentiation

43. ETHICAL
 Children are inexperienced and easy prey
 Persuasion to the children creates child-parent
conflicts
 Critics question the “targeting” of minorities
 Tobacco, alcohol & lotteries are product
categories are greatest concern.

44. LEGAL
• The Govt. in each country has to make sure that
advertisements appearing do not flaunt their
rules & regulations.
• It should not;-
 Show anti national feeling
 Contains misleading information about the
product
 Violate govt. rules

45. ADVERTISING AGENCIES

46. ADVERTISING AGENCIES
The American Association of Advertising
Agencies (AAAA) defines advertising agency
as:
• "An independent business organization,
composed of creative and business people,
who develop prepare and place advertising
in advertising media for sellers seeking to
find customers for their goods and services."

47. FUNCTIONS
 Attracting clients
 Research function
 Advertising planning
 Creative function
 Media selection
 Sales promotion
 Marketing research
 Public relation

48. ROLE OF ADVERTISING
AGENCIES
 Creating an advertise on the basis of
information gathered about product
 Doing research on the company and the
product and reactions of the customers.
 Planning for type of media to be used, when
and where to be used, and for how much time
to be used.
 Taking the feedbacks from the clients as well
as the customers and then deciding the
further line of action

49. WHY COMPANIES NEED
ADVERTISING AGENCIES
All companies can do this work by themselves. They can make ads, print or
advertise them on televisions or other media places; they can manage the
accounts also. Then why do they need advertising agencies? The reasons
behind hiring the advertising agencies by the companies are:
• Strategic & creative expertise
• Workforce talent
• Media knowledge
• Negotiation with media

50. T TYPES OF ADVERTISING
AGENCIES
There are basically 5 types of advertising agencies.
Full service Agencies
Interactive Agencies
Creative Boutiques
Media Buying Agencies
In-House Agencies

51. FULL
SERVICE
AGENCIES
 Large size agencies.
 Deals with all stages of
advertisement.
 Different expert people for different
departments.
 Starts work from gathering data and
analyzing and ends on payment of
bills to the media people.

52. INTERACTIV
E AGENCIES
 Modernized modes of communication
are used.
 Uses online advertisements, sending
personal messages on mobile phones,
etc.
 The ads produced are very
interactive, having very new
concepts, and very innovative.

53. CREATIVE
BOUTIQUES
 Very creative and innovative ads.
 No other function is performed
other than creating actual ads.
 Small sized agencies with their own
copywriters, directors, and creative
people

54. MEDIA
BUYING
AGENCIES
 Buys place for advertise and sells it
to the advertisers.
 Sells time in which advertisement
will be placed.
 Schedules slots at different
television channels and radio
stations.
 Finally supervises or checks
whether the ad has been telecasted
at opted time and place or not.

55. IN-HOUSE
AGENCIES
 As good as the full service agencies.
 Big organization prefers these type
of agencies which are in built and
work only for them.
 These agencies work as per the
requirements of the organizations.

56. ADVERTISING AGENCIES IN
PAKISTAN
No Name Location
1 Synergy advertising (pvt) Ltd Karachi, Pakistan
2 Adsale advertising Islamabad, Pakistan
3 Time and Space media (pvt) Ltd Islamabad, Pakistan
4 Repcom advertising Karachi, Pakistan
5 Digital Marketing Pakistan Lahore, Pakistan
6 Orientm McCANN Lahore, Pakistan
7 Media Circle (pvt) Ltd Islamabad, Pakistan

57. STRUCTURE
OF
ADVERTISIN
G AGENCIES

58. WORKING OF
ADVERTISING
AGENCIES
The flow of work in an
advertising agency goes
through a number of stage
like:
o Briefing stage
o Delivering it to the creative and
media department
o To production stage
o The media planning and
scheduling
o To finally the release stage of
campaign.

59. SYNERGY
ADVERTISING
 Synergy Advertising (Pvt.)
Ltd. was formed as Awan
& Kapadia (Pvt.) Ltd. in
1999
 Renamed in 2002 as
Synergy Advertising,
today the company is the
fastest growing integrated
media communications
group
 Synergy is now home to
over 100 employees that
share its work ethic.

60. SYNERGY ADVERTISING
SA counted amongst the top
ranking Pakistani ad agencies with
a record breaking number of local
and international awards to its
credit.

61. MISSION STATEMENT
Create and establish the most
rewarding agency for our:
- Clients
- Employees
- Stakeholders
 Leave behind a legacy

62. VALUES
Brand
Up-front and honest in our dealings -
let’s work for the success of the
brand.
Strategy
Strategy is as important as creativity
- advertising fails before it’s written.

63. VALUES
Equality
Equal footings between client &
agency - it takes two to determine
what to say and how to say it.
Talent
Direct, develop & nurture talent
regularly - it’s the people who make
all the difference.

64. AWARDS
Won 6 Awards in 2006
Won 9 Awards in 2005
Won 11 Awards in 2004

65. THE ABBY
 The ABBY Awards are organized by
the Advertising Club of Bombay,
 the largest professional association
of the advertising industry in India.
 The awards are considered to be the
Oscars of Indian Advertising
 The 38th Annual ABBY Awards were
held in 2004 in Mumbai and for the
first time the scope of the awards was
broadened to include entries from
other countries in the South Asian
Region.

66. THE ABBY
 Synergy won a Silver Award for
the Best of Pakistani Advertising
on its critically acclaimed
television commercial for its
client Zakpak (Silk Soap).
 Other works that were nominated
in other ABBY categories
included the Bank Alfalah Annual
Report and the Bank Alfalah
Corporate television commercial.

67. CLIENTS
 AIG New Hampshire
 Air Blue
 Anjum Asif (Delmonte, Coroli & Langnese)
 Aramex SMS
 Audi
 Afco Steel Mills
 Aziz Steel Mills
 Bank Alfalah
 Murree Brewery
 National Bank of Pakistan
 Pizza hut

68. AD BY SYNERGY
ADVERTISING AGENCY

69. AD BY SYNERGY
ADVERTISING AGENCY

70. AD BY SYNERGY
ADVERTISING AGENCY

71. SS