The document provides information about advertising, including its definition, objectives, and techniques. It discusses how advertising aims to turn people's attention towards specific products or services by communicating information to induce people to buy. The summary also mentions that advertising agencies can help plan strategies to differentiate products from competitors and communicate information to consumers. Finally, it states that advertising works by moving potential buyers through stages from awareness to interest to desire to action.
3. • Advertising is any form of paid non-personal
presentation of ideas, goods, or services for
the purpose of inducing people to buy.
weeler .
D E F I N I T I
O N
4. 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.
5. “ Never write an advertisement
which you wouldn't want your family to
read.
You wouldn't tell lies to your own wife.
Don't tell them to mine.”
“ Never write an advertisement
which you wouldn't want your family to
read.
You wouldn't tell lies to your own wife.
Don't tell them to mine.”
7. • ADVERTISER SHOULD KNOW THE
TECHNIQUES OF ATTRACTING A
PARTICULAR PRODUCT AND
WHETHER THE PRODUCT WILL BE
ACCEPTED BY THE PEOPLE.
• IT SHOULD EVEN KNOW ABOUT THE
FINANCIAL CONDITION IN THE
MARKET.
• THE ADVERTISING SHOULD BE
SIMPLE SHORT AND WITH CORRECT
HOW DOES ADVERTISING
WORK?
10. Functions
To differentiate the product from their
competitors
To communicate product information
To urge product used
To expand the product distribution
To increase brand preference and loyalty
To reduce overall sales cost
Creates new demands
18. Primary services of Advertising
agencies
• complete a marketing analysis.
• develop an advertising plan.
• prepare a creative strategy.
• create advertising executions.
• develop and implement a media plan.
• handle billing and payments.
• integrate other marketing communications.
19. Advertising AgencyAdvertising Agency
A marketing specialist firm that assistsA marketing specialist firm that assists
the advertiser in planning and preparingthe advertiser in planning and preparing
its advertisements.its advertisements.
They have specialists who know allThey have specialists who know all
about the effect of different advertisingabout the effect of different advertising
methods and can help a company withmethods and can help a company with
their strategytheir strategy
20. Types of Advertising Agencies
• Full Service Agencies
• Modular agencies
• In house agencies
• Role of advertising agencies
26. Society
&
Advertising
Uplifts the living standard
Generates gainful employment
oppurtunities
Provides new horizons of knowledge
Upholds the culture of a nation
30. Unhealthy Ad’s
• Kids are filled with advertisements for junk food and fast
foods
• Kids see one food commercial every five minutes during
Saturday morning cartoons, most of them for foods high
in fat, sugar and calories (great schools.net)
31. Advertising food affects diet
• Many of the advertisements
that children are being
exposed to are food ad's.
• These ad's are mostly
products of low nutrition value.
• McDonalds spends roughly
$570 million a year on
advertising.
• These ad's effect children
because they will most likely
lead to obesity.
32. Protecting Children from
Advertising
• Demands should
be made on the
FTC to make the
first move and
create more strict
rules about
marketing to
children since they
are the ones who
control what we
watch on tv
33. Children are Affected by Ad’s
Advertising is a multi million dollar
project that has an huge influence
on children
Kids are literally assaulted from
morning to night. The ad industry
targets them in their home, in the
school, and virtually all points in
between (essential.org)
Children under 12 already spend a
whopping $28 billion a year. Teen-
agers spend $100 billion. Children
also influence another $249 billion
spent by their parents (about.com)
40. Characteristics
• Non personal form of
Communication aimed at a target
audience .
• Used by Commercial , Not for Profit
Organizations and the Government .
• Advertising is paid for .
• Most advertisements are ultimately
concerned with selling .
• It is the major element of Promotion
41. Classification of Advertising
• On Geographical basis :
Global
National
Regional
Local
o On Target Group basis :
Consumer
Professional
Industrial
Corporate
Trade
• On basis of Demand :
Product demand
Brand demand
o Advertising of service :
Hotel services
Education services
Transportation services
Hospitality services
Financial service
o Idea advertising
44. AIDA
Advertisers should seek :
A – Increase Awareness
I – Create Interest
D – Develop a desire
A – Actions that Encourage customers to
buy
Advertising seeks to move potential buyers through these stages .
47. The Advertising Campaign
• When developing a marketing
communication strategy, you do not
restrict your plan to just advertising
• Many things are also done such as direct
mailing, PR, special events, radio, media
49. Main Parties involved in
Advertising
Regulatory Organizations
Government
Competitions
ADVERTISER
Facilitating Organizations
Advertising Agency
Media
Research supplies
Markets and Consumer Behavior
56. Who is Generation Y?
• 76 million people born between 1978 – 2000
• Millienials, Net Generation, Echo Boomers,
Google Generation, iGeneration
• Ongoing debate about where to begin and end a
generation.
57. perception
80% of CEO’s believe of
believe their brand provides
a superior customer
experience
8 % of their customers
agree
(Bain & Company)
FUTURELAB
58. 76% of consumers don’t believe that
companies tell the truth in advertisements
Yankelowich,2006
FUTURELAB
IAMTHEMEDIA
60. 60
LAW OF FEW
10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%
CREATINGBUZZ
61. “I have always believed that writing
advertisements is the second most profitable form
of writing. The first, of course, is ransom notes...”
Philip Dusenberry
Notes de l'éditeur
All about pushing things out at people. A one way process. Shove, shout, sell.
Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
Dusenberry was well-known for his work with one of his major clients, the soft drink giant Pepsi . He devised the advertising slogan "The Choice of a New Generation", and was instrumental in casting celebrities in Pepsi's high-profile advertisements, including Lionel Richie , Don Johnson , Madonna and Michael J. Fox . Dusenberry was overseeing the production of an infamous Pepsi commercial starring Michael Jackson in which Jackson's hair accidentally caught fire when a smoke effect misfired