5. ADVERTISING SIMPLY MEANS A WAY OF
COMMUNICATION THAT REACHES ALL TYPES
OF SECTOR.
IT PROVIDES INFORMATION AND CREATES
AWARENESS AMONG PEOPLE RELATING TO A
PRODUCT ETC.
DEFINITION
A paid announcement as of good for sale in
newspaper or magazines on radio or Television.
A public notice especially in print.
6. INTERNET
TELEVISION
NEWSPAPER
MOBILE PHONES
RADIO
MEDIA
PAMPLATES
BANNERS OR HOARDINGS
7.
8. MOST OF THE PEOPLE HAVE STARTED USING
INTERNET AS IT IS A FAST COMMUNICATION
PROCESS
IT IS AN ADVANTAGE AS WELL AS
DISADVANTAGE
ADVANTAGE – EDUCATIONAL SECTOR
DISADVANTAGE –NON EDUCATIONAL SECTOR
9. THIS IS A FASTER MEAN OF COMMUNICATION
AS EACH EVERY PERSON HAS A TELEVISION AT
HIS/HER PLACE
PEOPLE LIKE WATCHING ADVERTISEMENTS AS
THEY ARE SHORT,SWEET, SIMPLE AND
ATTRACTIVE
ADVANTAGE-AWARNESS ABOUT A RELATED
PRODUCT ,SUBJECT OR THING CAN BE
KNOWN
DISADVANTAGE-IT CAN EVEN SPOIL THE
UPCOMING GENERATION
10. IT IS THE FASTEST MEAN OF
COMMUNICATION
EACH AND EVERY SECTOR CAN AFFORD TO
BUY AND READ
ADVANTAGE-IT PROVIDES LOT OF
INFORMATION HAPPENING ALL AROUND THE
WORLD AND AVAILABLE IN DIFFERENT
LANGUAGES
DISADVANTAGE-SHOPKEEPER TAKES
NEWSPAPER JUST TO WRAP THE PRODUCTS
AND GIVE THE CONSUMER
11. IT CAN EVEN TO BACKWARD CLASSES
AS THEY CANNOT AFFORD TO BUY MOBILE
PHONES ,NET CONNECTION WITH
COMPUTER,TELEVISION
12. THIS IS ALSO AN FASTEST MEAN OF
COMMUNICATION
ADVERTISEMENT CAN REACH PEOPLE
ANYWHERE AROUND THE WORLD
20. 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.
21. Full Service Agencies
A full service ad agency is one that provides a
range of marketing services. A full services agency
provides services that are directly related to
advertising such as copywriting, artwork,
production of ads, media planning etc. It also
provides such services in respect of pricing,
distribution, packaging, product design etc.
22. A modular agency is a full service agency that sells
its services on a piece meal basis. Thus an
advertiser may commission an agency’s creative
department to develop an ad campaign while
obtaining other agency services elsewhere.
Or, an advertiser may hire an agencies media
department to plan and execute a program for
advertising that another agency has developed.
Fees are charged for actual work undertaken.
23. Those companies, which prefer to have closer
control over advertising, have their own in-house
agency. This type is owned completely by the
advertiser.
It performs almost all functions that an outside
advertising agency would perform and that’s why
some people refer to it as full-service advertising
department of the advertiser.
24. Advertising agency is a service provider that helps
its clients by developing suitable ad campaigns for
them.
Their aim is to represent its clients' products and
services before customers in such a way that a
positive image is created in their minds.
Advertising agency's role start with the
identification of its clients' goals and objectives.
This turns out to be of immense value in planning
and creating the future course of action concerning
ad campaigns.
25. 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.
32. Promotional advertising of pharmaceutical
products directly to consumers via
Magazine & newspaper ads
Television & radio ads
Product placement
Web sites & other internet sites
32
33. Are prescription drugs just another marketable
product or are they inherently different form
other products?
The answer may differ on who is responding:
Patient,
Health care provider,
Pharmaceutical industry
EG-MEDICINES
ADVERTISEMENT ON TELEVISION PROVIDING
THE INFORMATION
33
35. Fear appeal
can be an effective motivator but has the
danger of alienating consumers
◦ Show the consumer how to avoid the problem.
◦ Provide concrete supporting information
36. Analysis Framework
First mover advantages Company Analysis Perceptual mapping
Marketing Myopia
Competitor Customer Analysis
Analysis
Positioning Segmentation
Marketing Strategy Marketing Orientation
Branding
Product
Pricing process Product Line Strategy
Pricing and innovation (ODI) Price (Cambridge)
Promotion
Place Going to market
Direct marketing
(Goodyear)
(Calyx)
Market
37. 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 INFORMATION.
Here is an ad for Nike, notice the bottom of the bench is missing, that is because they are encouraging you to keep running. Again it is a very simple ad but powerful at the same time. In outdoor advertising, simplicity sparks amusement and surprise. Next is an ad for Kit Kat. Isn’t this much more interesting than just putting the Kit Kat logo? And then we have an ad for Denver Water, “Use only what you need”. This ad definitely stands apart from the rest.
Here we have an ad for Pantene, the hand rails act as someone’s hair. Then we have an ad made during the Fifa World Cup. Imagine if you were on that street, wouldn’t you want to sit in that bus shelter, I know I would. And here is an ad for L.A Fitness, and it is exactly for that purpose, for people to take pictures pretending to lift the weights. It promotes the product in a fun way.
Here is a camera ad, one of the parking guides are being used as the lens for a camera. And here is an example of beach advertising by McDonalds.
Here we have a couple of more fun ads.
So what’s next in the world of creative advertising? More digital. In an article in the Economist, it states the falling price and improving quality of flat-screen displays mean that static posters printed on paper are being replaced by snazzy digital commercials with moving pictures, sound and sometimes interactive features. So Times Square is a good look into the future.