Describe what is advertising? ..Different channels to advertise, real life case study, advertising used by companies for social welfare.

1. By:- Abhishek Rajvanshi

2. Advertising?
• It is derived from Latin root ad verter, which
means “to attract attention to”.
• Advertising is the non-personal communication
of information.
• Any paid form of non-personal presentation
and promotion of ideas or products by an
identified sponsor through various media.

4. Advertising Objectives
Four Main objectives :-
• Inform
• Persuade
• Remind
• Reinforce

5. Advertising Objectives
Inform
• Let the people know.
• What the product is.
• Where it would be available.
• What problem it will solve.
• Informative advertising is most widely used in
introductory stage of the product because maximum
information is given when something is new
Eg:- Reliance jio sim

6. Relaince Jio Promotion offer

7. Advertising Objectives
Persuade
• Induce people to buy.
• As product grows increase in competition.
• Advertiser need to give more reasons to lure
customers.
• To establish superiority of product they follow
comparative advertising .
E.g.- Pepsodent claim that it fights germs 1.5 times
better than other brands, Captain cook salt persuaded
consumers by depicting how their salt is better than
Tata salt.

8. Advertising Objectives
Remind
• Kind of advertising is widespread with mature
products e.g. Amul butter.
• Products that are well past with their rapid
growth phases.
• Advertiser should keep reinforcing the central
message.
• Get more creative in ad execution for the
product liking.

9. Advertising Objectives
Reinforce
• Advertising seeks to convince current
consumers that they have made the right
choice.
• Key benefits and depicting satisfied costumers
of the brand.
• E.g, Maruti proclaims, “Virtually 2 out of 3
people who go to choose a car end up driving
home a Maruti.”

10. Types of Advertising

11. History
• In 1704 The first newspaper advertisement is
published in the Boston News-Letter. It was an
announcement for seeking a buyer for an estate
Oyster Bay, Long Island, NY, US.
• The world's first television advertisement was
broadcast July 1, 1941. The watchmaker
Bulova paid $4 for a placement on New York
station WNBT before a baseball game.

12. Types of advertisements
• Print
– Newspaper
– Magazine
– Directory
– Out door
– Transit
• Territory
– Local
– National
– International
• Media
– Television
– Radio
– Webcasting
– Cyber ads
– Direct mail
– Mobile

13. Newspaper Advertisement
• Is a product or
services advertising
that appears in
specific section of
newspaper under the
heading classifying
the product or
service being
offered.

14. Magazine advertisement

16. Out-Door Advertisement

17. Transit Advertisement

18. T.V Commercial
• Generally considered
the most effective mass-
marketing advertising
format as is reflected by
the high prices.
• T.V network charge for
commercial airtime
during popular events.

19. Radio Advertisement
• It is a small business
advertising.
• Radio advertising
can be a very
effective means to
attract customer to
some business.

20. Cyber advertisement

21. Online advertising
• Online advertising is
the newest and fastest
growing way to
advertise.
• The Internet now
provides everything
from links on sites, to
banner ads on sites, to
small ads on sites.

23. Mobile Advertisement
• Is a form of
advertising via
mobile (wireless)
phones or other
mobile devices. It is
a subset of mobile
marketing.

24. Retail Advertisement

25. Local Advertisement

26. National Advertisement
• Geographically speaking national advertising’s
range is extended to the territorial limits of the
country.
• The advertiser use the national media to
inform the consumer about the product.
• The advertiser use the national local or
regional language but prefers the national
language.

27. National Advertisement

28. International Advertisement

29. Brand Advertising
• It is advertising with
a strong emphasis on
the company brand
(logo or company
name).
• Also known as
integrated marketing
communications
(IMC).

30. Non-Product Advertisement
• This kind of
advertisement is
advertised from
political parties trade
fraternal and social
group for the purposes
of safeguard
ideologies, social
betterment and
institution.

31. Trade/Commercial advertisement

32. Celebrities Advertisement
• Although the audience is getting smarter and
smarter and the modern day consumer getting
immune to the exaggerated claims made in a
majority of advertisements.
• There exist a section of advertisers that still
bank upon celebrities and their popularity for
advertising their products.

34. Surrogate Advertising
• Surrogate advertising is prominently seen in
cases where advertising a particular product is
banned by law.
• Advertisement for products like cigarettes or
alcohol which are injurious to heath are
prohibited by law in several countries and
hence these companies have to come up with
several other products that might have the
same brand name and indirectly remind people
of the cigarettes or beer bottles of the same
brand.

36. Public Service Advertisement
• Advertisement techniques use to promote
commercial goods and services can be used to
inform, educate and motivate the public about
non-commercial issues such as
HIV/AIDS, Political ideology and Energy
conservation.

38. Case Studies
• Mc-Donald’s
• Maggi

39. MCDONALD’S 1984 OLYMPICS
• Sporting events are great opportunities for themed marketing campaigns.
• The idea was simple: tap into America’s patriotic spirit by giving out free
food to McDonald’s customers when American athlete win medals in
certain events
• The campaign would be carried out through scratch cards, which were
distributed to McDonald’s customers with every item of food or drink they
bought at McDonald’s during the campaign.
• The scratch card would reveal the name of an Olympic event, and if the
US won a gold medal in that event you could claim a free Big Mac, for
silver you got free fries and bronze earned you a coke. The slogan was
simple: “When the US wins, you win.”
• No of medals At the 1984 Summer Olympics in Los Angeles Competitors
Gold-83,Silver-61,Bronze-30,Total=174

40. MAGGI

41. SOURCE:- https://www.nestle.in/investors/keyfigures

42. Advertisement used by Companies
for social welfare(CSR).
P&G

43. Advertisement used by Companies for
social welfare.
Colgate

44. Advertisement used by Companies for
social welfare
ITC (Classmate Note books)

45. Advertisement used by Companies for
social welfare
Google -Internet Saathi
• Google India partnered with Tata Trusts and Intel to launch ‘Internet
Saathi in July 2015.
• Transforming lives of women through digital education with initial role
out of program from West Bengal in Purulia district.
• Only one third of India’s Online Users are women.
• Growth rate of women internet users is only 27 % in rural India.
• In the last 10 months, Google India has been active in villages across
five states in India, namely, Andhra Pradesh, Gujarat, Jharkhand,
Madhya Pradesh and Rajasthan, and is expanding the programme to
four new states -- Assam, Tripura, Uttar Pradesh and West Bengal.

46. Thanking You.
Q & A?