1. ADVERTISING AS
SERVICE
Prepared by:
Daipayan Dutta
Krutika Talwade
Dhairya Thakker

2. What is Advertising?
 Advertising is a non-personal form of promotion
that is delivered through selected media outlets
that, under most circumstances, require the
marketer to pay for message placement.
 Advertising has long been viewed as a method of
mass promotion in that a single message can
reach a large number of people.
 Internationally, the largest ("big four")
advertising conglomerates
are Interpublic, Omnicom, Publicis and WPP
Plc.

3. TYPES OF ADVERTISING
 Print Advertising -
Newspapers, Magazines, Brochures, Fliers
 Outdoor Advertising - Billboards, Kiosks, Trade-
shows and Events
 Broadcast Advertising - Television, Radio and the
Internet
 Covert Advertising - Advertising in Movies
 Public Service Advertising - Advertising for Social
Causes
 Celebrity Advertising

4. Modern Advertising Methods
 Web banner advertising
If billboard advertising is used on roads, then a
similar type called banner advertising is used on the
web
 Bandwagon Advertising
A propaganda advertising technique, which aims at
convincing the user that everyone else is using the
products or everyone in the customer base, is in
favour of the brand and so he must do so too
 Surrogate Advertizing
Since laws have banned advertisements of cigarettes
and alcohol, companies like Kingfisher come up with
umbrella brands which remind the consumer about
the products banned from advertising.

5. Modern Advertising Methods
 Promotional Advertising
Promotional advertising involves the use of promotional
give-away items or promotional media events, which help
to garner public attention and are an effective way of
advertising.
Handing out promotional freebies is a modern advertising
technique that is innovative and very effective as well.
 Keyword Advertising
1. Commonly, keyword advertising is also known as pay per
click advertising or cost per action advertising.
2. Google Adwords program which is the most popular for its
keyword advertising.

6. Global spending on Ads
Courtesy : Magna Global

7. Leading Ad Firms in India
 Ogilvy & Mather
 FCB Ulka Advertising Ltd
 Rediffusion DY & R
 Mudra Communication
 McCann Erickson India Ltd
 Leo Burnett India Pvt. Ltd
 Contract Advertising India Ltd

9. INTERACTIVE ADVERTISING
 It is more of personal interaction between the consumer
and the company.
 The main idea behind this type of advertising is that the ad
should be able to stand out in the crowd of similar products
and intrigue the customer to further know about the
product.
 Interactive Advertising has allowed companies to advertise
with low budgets too and were able to attract same traffic
as other companies.
 According to Interactive Advertising Bureau online, the
revenue this year was $26 billion, which is a 15% increase
from 2008.
 Dominos Pizza in USA allowed their consumers to make
their own pizza by choosing the crust, toppings and size by
using their online accounts.

10.  In 2010, spending on advertising was estimated at $142.5
billion in the United States and $467 billion worldwide.
 Internet advertising revenues in the U.S is currently at $ 32
billion.
 Indian advertising revenues to grow over 13.5% in 2012.
 BRIC nations constituted 20% global market share in 2012
and contributed to 45% of the global growth in 2011.
 Advertising on Internet is set to capture 20% of global
advertising($90 billion dollars).
 Leading countries in terms of growth rates : Argentina
(+37.9%), China (+22.5%), Kazakhstan (+25.6%), Russia
(+20.4%) and Brazil (+10.2%) .