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.

1. ADVERTISEMENT

2. ADVERTISEMENT
Presented By: Vinay gandass

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.”

6. Advertising Planning Process
Advertising ObjectivesAdvertising Objectives
Budget DecisionsBudget Decisions
Creative StrategyCreative Strategy
Campaign EvaluationCampaign Evaluation
Media StrategyMedia Strategy
Brand Positioning Target Market

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?

9. Objectives

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

11. SCOPE OF
ADVERTISING

12. • INTERNET
• TELEVISION
• NEWSPAPER
• MOBILE PHONES
• RADIO
• MEDIA
• PAMPLATES
• BANNERS OR HOARDINGS
SOURCES OF
ADVERTISEMENT

13. INTERNET ADVERTISING

14. TELEVISION ADVERTISING

15. NEWSPAPER

16. RADIO

17. ADVERTISING ON
TRANSPORT

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

21. ADVANTAGES

22. Manufacturers
&
Advertising
Increases and stabilizes the sales turn-over
Maintains the existing market and explores
the new
Controls product prices

23. Middleman
&
Advertising
 Guarantees quick sales
 Minimum efforts
 Makes retail price maintenance possible
 Sales forecasting
 Publicity

24. Sales-force
&
Advertising
 Facilitates selling
 Reduces sales-man’s burden of job
Instills self confidence

25. Consumers
&
Advertising
 Driving –force in decision making
 Ensures better quality products at
reasonable prices
 Saves good deal of time

26. Society
&
Advertising
 Uplifts the living standard
 Generates gainful employment
oppurtunities
Provides new horizons of knowledge
 Upholds the culture of a nation

27. LIMITATIONS
 Limited capacity
 Rigid
 Unbelievable
 Conditional

28. Effects of Advertising
on Children

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)

34. ANCIENT WAYS OF
ADVERTISING
ANCIENT WAYS OF
ADVERTISING

35. 1956 - 1957

36. 1955 - 1956

37. 1951
1955

38. 1956

39. To differentiate the product from their competitors
GARNIER FRUCTICS

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

42. TYPES OF ADVERTISING

43. ADVERTISING
Print
Advertising
Outdoor
Advertising
Broadcast
Advertising
Covert
Advertising
Public-service
Advertising Surrogate
Advertising
Celebrity
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 .

45. Advertising & the PLC

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

48. Celebrity Marketing
• Having
celebrities lend
their name and
influence to the
promotion of a
product.

49. Main Parties involved in
Advertising
Regulatory Organizations
Government
Competitions
ADVERTISER
Facilitating Organizations
Advertising Agency
Media
Research supplies
Markets and Consumer Behavior

50. MARKETING FORCES
Advertising
Packaging
Personal Selling
Publicity
Product Design
Availability
Display
Price
FORCES OPPOSING
SALES
Competition
Memory Lapse
Sales resistance
Market attraction
Awareness
Conviction
Desire
Comprehension
Action
DAGMAR COMMUNICATION SPECTRUM

51. Examples of Top Advertising
Agencies
• Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints
and Fevicol.
• JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia and
Unilever.
• Mudra Communication-Neutrogena, HBO, Philips, Reliance
NetConnect, Big Bazaar.
• FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee
Cinema, Santoor, Sunfeast and Amul.
• Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti
Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej.

52. Analysis Framework
Market
Customer AnalysisCompetitor
Analysis
Company Analysis
Marketing Myopia
Marketing Strategy
Product
Price
Promotion
Place
Marketing Orientation
Perceptual mapping
SegmentationPositioning
First mover advantages
Branding
Pricing process
Pricing and innovation (ODI)
Going to market
(Goodyear)
Direct marketing
(Calyx)
Product Line Strategy
(Cambridge)

53. Hierarchy of effects
Communication Process
Awareness
Interest
Liking, Preference
Purchase, Action

54. OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
What’sNextinMarketing

55. MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
What’sNextinMarketing

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

59. 59
ONLY 14%TRUST ADS
CREATINGBUZZ

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