basics of advertising, kinds of advertising, covert, coffee mug, in store, street advertising, celebrity endorsement, 5 Ms of advertising

1. Advertising
Group 6
Lijo
Mahalakshmi
Malavya
Mamatha
Manoj
Neha
Naveen

2. Introduction
Advertising is a form of communication for marketing and used to
encourage or persuade an audience (viewers, readers or listeners;
sometimes a specific group) to continue or take some new action.
“A good advertisement is one which sells the product without drawing
attention to itself.”
-David Ogilvy
(Often called Father of advertising)

3. • Egyptians used papyrus to make sales messages and wall posters.
• Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form.
• History tells us that Out-of-home advertising and billboards are the
oldest forms of advertising.
• As the economy expanded during the 19th century, advertising grew
alongside. In the United States, the success of this advertising format
eventually led to the growth of mail-order advertising.

4. Evolution of Concept
• In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages, allowing it to lower its price, extend its
readership and increase its profitability and the formula was soon
copied by all titles.
• In 1842 Palmer – a space broker, bought large amounts of space in
various newspapers at a discounted rate then resold the space at higher
rates to advertisers.
• However, false advertising and so-called "quack" advertisements
became a problem, which ushered in the regulation of advertising
content.
• By 1900 the advertising agency had become the focal point of creative
planning, and advertising was firmly established as a profession.

5. Evolution of Concept

6. 20th Century
• Modern advertising was created with the innovative techniques used
in tobacco advertising beginning in the 1920s.
• Radio as a platform for advertising
• Public service advertising, non-commercial advertising, public interest
advertising, cause marketing, and social marketing are different
terms for the use of sophisticated advertising and marketing
communications techniques. Eg- Smokey Bear
• In the early 1950s, the DuMont Television Network began the
modern practice of selling advertisement time to multiple sponsors.
• 1960s - Media diversification started

7. 20th Century
• The late 1980's and early 1990's saw the introduction of cable
television and particularly MTV. Pioneering the concept of the music
video, MTV ushered in a new type of advertising: the consumer tunes
in for the advertising message, rather than it being a by-product or
afterthought
• As cable and satellite television became increasingly
prevalent, specialty channels emerged, including channels
entirely devoted to advertising, such as QVC, Home Shopping Network,
and Telebrands TV.
• 1990s - Internet marketing started. With the advent of the ad
server, marketing throughout the Internet opened new frontiers for
advertisers and contributed to the "dot-com" boom of the 1990s
• A recent advertising innovation is "guerrilla marketing“.

8. 20th Century Evolution

9. •Mission
•Money
•Message
•Media
•Measure

10. Mission
• purpose/objective behind
advertising.
• other decisions are to be adjusted
as per the mission
• objectives behind advertising are
varied in character
•include sales promotion, information
and guidance to consumers,
developing brand loyalty, market
goodwill

11. Money
• the finance provided for advertising
purpose (advertising budget)
• is a limiting factor as effectiveness of
advertising, media used, coverage of
advertising, etc.
• Advertising should be always within the
limits of funds provided.
• decisions on advertising package should
be adjusted as per the budget allocation
for advertising.

12. Message
• provided through the text of
advertisement.
• Attractive and meaningful
messages give positive results
and the advertising becomes
result-oriented.
• should be simple and easily
understandable with the help
of picture or slogan.
• should be also attractive and
agreeable to younger
generation.

13. Media
• selection of media depends
on the budget provided,
products to be advertised,
and features of prospective
buyers.
• Wrong decision on media
may make advertising
ineffective and money spent
will be wasted.
• media should be selected
properly and decision in
this regard is important and
critical.

14. Measure
• to the effectiveness of
advertising.
• advertiser will like to make
evaluation of advertisement in
order to judge its effectiveness.
• advertiser has to measure the
effectiveness of his
advertisement programme/
campaign and take suitable
decisions.

15. Types of advertising & Recent Trends :
Television advertising / Music in advertising

16. Public Service Advertising

17. Non Profit Advertising

18. Infomercial

19. Radio Advertising

20. Online advertising

21. Billboard advertising

22. Mobile billboard advertising

23. In-store advertising

24. Coffee cup advertising

25. Product placements

26. Covert Advertising

27. Street advertising

28. Celebrity branding

29. Digital advertising
• Digital Advertising, as you must have guessed is an
extension of online advertising and gives business a
relevant competitive edge.
• Digital advertising had seemed to be the answer to
a marketer’s dream, providing concrete data on the
number of eyeballs viewing ads and the number of
people acting on them with a click.
• Most important, there is no “best-practice” method
of assigning value to digital advertising with a solid
analytical foundation and therefore reduces cost.
• Spending on digital advertising has risen each year
even as TV and print advertising declines.

30. Ad-Wars

32. Parody Advertisement (Spoofs)
• It’s a work that seeks ‘to mock,
comment on, or trivialize an
original work, its subject, author,
style, or some other target, by
means of humorous, satiric or
ironic imitation.’
• Spoofing in advertisements is not
uncommon in the Western world,
but isn’t used as frequently in India
although it is gaining popularity.

33. Innovation in Advertising :
Coca-Cola
• Coke's marketing strategies have
produced some volatility over the long-
haul, but part of that is due to willingness
of The Coca-Cola Company to innovate.
• Coca-Cola remains one of the most
interesting case studies for
referencing best practices in marketing
and market research.
• Marketer of the year 2011

34. Innovation in Advertising :
Coca-Cola
The first TV ad was produced on Thanksgiving Day,
1950. – Holidays are coming !!
In the 60’s, Coca-Cola’s advertising agency started
experimenting with color advertising.
The decade ended with one of the most popular ads
ever created, the “Hilltop” Commercial, featuring the
song “I’d like to buy the World a Coke.”
Stayed alive because of the belief of the ad’s basic
message…”Coca-Cola is a bond connecting people to
one another”.

35. Innovation in advertising : Coca-Cola
• Successful marketing campaigns :
 Less Serious: Fanta is selling 3 percent more year-
to-date on this 190 country global campaign
 Wake Up Your MMOJO: More men and young
adults are drinking orange away from the breakfast
table thanks to this Doner campaign.
 DIET COKE: Diet Coke is focused on keeping the
Number Two soda spot with a limited-edition can
and 15-second spots in the stronger new
marketing calendar. – Stay Extra Ordinary!!
 Coca-Cola Music: Maroon 5 did a 24-hr Session in a
London recording studio to create a new original
song for this global teen-focused campaign that is
going to 130 markets.

36. Innovation in advertising : Coca-Cola
• Coca-Cola's Three-Pronged Approach
1. Product innovation
2. Packaging innovation
3. Consumer engagement.
• Coke is working with the World Wildlife
Fund (WWF) to create a safe Arctic refuge for
polar bears
• “I'm Dreaming of a White Coke Can” is the
marketing strategy adopted for this

37. Advertising In India

38. Evolution In India
• Press advertisements – largely imported
goods which had reached Indian shores
• The talkies and radio emerge as media
• 2nd world war and the fight for
independence
• Cinema advertising began
• Kolkata gets the privilege of India’s first
ad club
• National created the Murphy baby – the
mascot of Indian radio

39. Leading Ad agencies in India
• Ogilvy & Mather
• Clients – Hutch (Vodafone), Cadbury, Asian Paints and Fevicol.
• J Walter Thompson
• Clients – Nestle, Cadbury, Bayer, Ford, Nokia and Unilever
• Mudra Communication
• Clients – Neutrogena, HBO, Philips, Reliance NetConnect, Big
Bazaar
• FCB Ulka Advertising Ltd
• Clients – Tata Indicom, Whirlpool, Zee Cinema, Santoor,
Sunfeast and Amul
• McCann Erickson India Ltd.
• “Thanda Matlab Coca Cola”
• “For everything else, there’s MasterCard.”