1. Advertising

2. A
I
D
A
AWARENESS
INTEREST
DESIERE
ACTION

3. The process of delivering a
message about ideas, goods
and services, through the
media, paid by an identifiable
sponsor.
Advertising –A definition

4. History of Indian Advertising

5. Pre Independence
• Press advertisements – largely imported
goods which had reached Indian stores
• First advertise published in “Bengal
Gazette” on January 29, 1790

6. 1920 to1930’s
• In 1922 first Indian advertisement agency started
Alliance Advertising Association Ltd at Bombay
• 1924 the Calcutta Publishing
• 1925 the Central Publishing service
• 1926 Mr. I.S. Talor set up the Publicity Society of
India to exploit advertising possibilities on kiosks
and other outdoor media

7. 1930 to 1940
• 1930 New India Publicity Co.
• 1934 Mr. V. Sista, Sales and Publicity
Service
• 1937 Alpha Advertising Service
• 1938 Lintas ans Press Syndicates
Indian and Eastern Newspaper Society
(IENS)

8. 1940 to1950
• Watershed years for Indian advertising
• Industrial revolution in the Nehruvian era
• 1st
survey of the rural market (Wood)
• 1945 Advertising Agencies Association of India
(AAAI)
• Cinema advertising began
• Kolkata gets the privilege of India’s first ad club
• Leading ad agency - Press Syndicate
• National created the Murphy baby

9. 1950 to1960
• 1951 The Indian Society of Advertisers
• 1958 The society of Advertising Practitioners
• India’s first Advertising Convention (1960)
• Advertising to be Indian in thought and
content
• Shift to marketing orientation
• Professionalization within agencies
• 1st
Asian Advertising Congress at New Delhi
• Research data generated

10. 1970’s
• Media boom
• Special magazines
• 2nd
Asian Advertising Congress at
New Delhi
• Lifestyle studies, positioning
• Rural marketing

11. 1980’s
• Indianisation of western advertising
• Public sector advertising
• Expansion and diversification of agencies
• Aug 15th
1982 – Colour TV introduced
• Radio commercials introduced
• NRS III (National Readership Surveys) by
IMRB
• Colour Printing more popular

12. 2000 onwards
• NRS VI
• Mobile advertising start
• Internationalization of domestic agencies
• Net Advertising
• The role of the advertising agency –
changing to that of a marketing consultant

13. A few advertising
legends ...

14. John Caples
1932
“Accept nothing as true about
what works best in advertising
until it has been scientifically
tested.”
-John Caples

15. “Talk to the people who are
going To buy your product. This
is the first step in any successful
campaign”
-Claude Hopkins
Claude Hopkins
1930

16. Leo Burnett
“Findthedrama.”

17. Bill Bernbach
“Tellthestory”

18. “The secret of all effective originality
in advertising is not the creation of
new and tricky words but one of putting
familiar words and pictures,
and pictures into new relationships.”
-Leo Burnett

19. MORDEN
ADVERTISEMENT
WORLD

20. Key Points
• Define advertising and explain its key
components
• Discuss the roles and functions of advertising
within society and business
• Identify the key players and theirroles in
creating advertising
• Explain the different types of advertising
• Summarize the characteristics of effective
advertising and explain why it is always goal
directed
• Analyze the changes affecting the advertising
industry

21. Defining Modern Advertising
• Paid persuasive
communication
• Uses non-personal
mass media to reach
broad audiences
• Connects an identified
sponsorwith a target
audience

22. Definition
Advertisement has been
defined by American
Marketing Association,
“Any paid form of non-
personal presentation of
ideas, goods and
services by an identified
sponsor.”

23. Six Basic Components
1. Paid form of communication
2. Non-personal presentation of
message
3. Goods, Ideas and Services
4. An Identified Sponsor
5. Inform and Persuade
6. Selected Target Market

24. 6 M’s of Advertising
1. Understanding the objectives of Advertisement
(MISSION)
2. Defining the Target Audience (MARKET)
3. Understanding the Budget (MONEY)
4. Understanding the Message (MESSAGE)
5. The Media used forputting the Advertisement
(MEDIA)
6. Seeing whetherthe Advertisement was Effective
(MEASUREMENT)

25. Objectives of Advertising
1. To inform
2. To persuade
3. To remind
4. To support company’s sales force
5. To support middleman
6. To expand the market
7. To announce a change
8. To ensure success of sales promotion scheme
9. To sale direct
10.To countercompetitors’ advertising

26. Key Concepts of Advertising

27. Strategy
• The logic and planning behind the ad that give it
direction and focus
• Advertisers develop ads to meet objectives
• Advertisers direct ads to identified audiences
• Advertisers create messages that speakto
the audience’s concerns
• Advertisers run ads in the most effective media
to reach the audience

28. Creative Idea
• The central idea that
grabs the consumer’s
attention
• Creativity drives the
entire field of Advertising

29. Execution
• Effective ads adhere to the
highest production values in
the industry
• Clients demand the best
production the budget allows

30. Media
• Communication channels
that reach a broad
audience
• How to deliverthe
message is just as
important as coming up
with the creative idea of
the message

31. The Marketing Role
Target
Market
Brand
Marketing
Mix
Product
Category
Marketing

32. The Economic Role
Advertising decreases the likelihood that a
consumerwill switch to an alternate product
regardless of price
Advertising is a means to objectively provide
price-value information, creating a more
rational economy

33. The Societal Role
•Informs consumers about
innovations and issues
•Mirrors fashion and design
trends
•Teaches consumers about
new products
•Helps shape consumerself-
image
•Perpetuates self-expression

34. The Functions of
Advertising
• Builds awareness of products and
Brands
• Creates a brand image
• Provides product and brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand

35. Key Players:
Advertiser
• Uses advertising to
send out a message
about its products
• Initiates effort by
identifying a problem
that advertising can
solve
• Approves audience,
plan and budget
• Hires the agency

36. Key Players: Advertiser
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
Biggest U.S. Advertisers in Terms of Categories
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

38. Key Players:
Media
• Channels of communication that carry the message
to the
Audience
• Are also companies orhuge conglomerates
• Cost effective because the costs are spread overa
large numberof
people

39. Key Players:
Supplier
• Assist advertisers, agencies
and the media in creating
and placing the ads
• Vendorservices are often
cheaperthan those in-house

40. Key Players: Target
Audience
• The desired audience forthe 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 themas possible

41. TYPES OF
ADVERTISING
• PRINT
ADVERTISEMENT
• CELEBRITY
ADVERTISING
• BROADCAST
• PUBLIC SERVICE
• INFOMERCIALS
• OUTDOOR
ADVERTISING
• COVERT
ADVERTISING
• SURROGATE
ADVERTISING

42. IMPORTANCE
• Creating awareness
• Increase sales
• Brand identity & Brand image
• Communicate a change
• Increase the buzz value

43. What Makes an Ad
Effective?
1. If it creates an impression fora product orbrand
2. If it influences people to respond
3. If it separates the product orbrand fromthe
competition

44. The Current Advertising
Scene:
Integrated Marketing
Communication
• Unifying all
marketing
communication tools
so they send a
consistent, persuasive
Message

45. The Current
Advertising Scene:
Globalization
• Advertisers are
moving into
global markets
• Agencies are
forming huge
multinational
operations

46. THANKYOU

47. Assignment number1
Of
Mass communication
Prepared by Kamal Dave
Roll No 10
Submit ion date 4th
May,
2009