3. Defining Modern Advertising
Advertising is Paid persuasive
communication
Uses non personal mass media to
reach broad audiences to connect
an identified sponsor with a target
audience
4. Types of Advertising
Brand Ad
Brand Ad also known as national consumer focuses on developing a long-term brand identity
and image.
Usually, no retail sales messaging. You can identify a brand name. The ad is driving the brand’s
identity. It is targeted at national consumer.
5.
6.
7.
8. Types of Advertising
Retail / Local advertising
Selling products in certain geographical area
With an aim to create awareness about the brand by
letting people experience the actual product, the
brand has also placed some of its best-selling chairs
on display at the lounge
10. Types of Advertising
Political Advertising Politicians use advertising to persuade
people to vote for them or their ideas.
11. Types of Advertising
Directory Advertising used by people to
find how to
buy a product or service
OLX
Quikr
Click.in
Sulekha
12. Types of Advertising
Direct Response Advertising Tries to
stimulate sales directly
Sign for direct response ad: Number to dial,
website to login (where u need to respond
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14.
15. Types of Advertising
Business to Business advertising messages
directed at retailers, wholesalers, distributors,
purchasers and professionals
17. Types of Advertising
Institutional ad
Usually, it is for a corporation, not a brand. Can
you see that the message is driving at establishing
a corporate identity? Or winning the public over
to the corporation’s point of view?.
https://www.youtube.com/watch?v=nnsSUqgkD
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18. Types of Advertising
Public Service advertising
Also known as nonprofit advertising)
communicates a message for a good cause
32. Role of Advertising in the perspective of
Marketing
• The process a business uses to satisfy consumer needs by providing goods
and services.
• Carry persuasive messages to actual/potential customers
33. Role of Advertising in the perspective of
Marketing
(1) advertising is seen as a vehicle for helping consumers assess value, through
price as well as other elements, such as quality, location, and reputation.
May help consumers better assess value.
(2) advertising is seen as so persuasive that it decreases the likelihood that a
consumer will switch to an alternative product regardless of the price charged.
May make consumers less price sensitive.
34. Role of Advertising in the perspective of
Marketing - Societal
Societal Inform about new products, help consumers compare products, mirror
fashion, influence taste
Informs consumers about innovations & issues
Mirrors fashion and design trends
Teaches consumers about new products
Helps shape consumer self-image
Perpetuates self-expression
35. Role of Advertising in the perspective of
Marketing - Communication
form of mass communication, connecting buyers and sellers in the
marketplace.
Transmits market information to match buyers and sellers in the
marketplace. (provides information on product, price & place
36. Functions of Advertising
Builds awareness of products and brands.
Creates a brand image.
Provides product and brand information (Eg: )
Persuades people (note: Not bluff, cheap or con)
Provides incentives to take action (eg: Buy two get 5 free, sure eat durians)
Provides brand reminder (eg coke, pepsi
Reinforces past purchases and brand experiences
37. Key Players in Advertising
The Media composed of the channels of communication that carry the
message from the advertiser to the audience.
Example: TV, Newspaper, Buses, Taxis, Billboard, Internet
38. Key Players in Advertising
The Suppliers (Vendors) Suppliers or vendors assist advertisers, advertising
agencies, and the media in creating and placing ads.
Example: artists, writers, photographers, directors, producers, and printers
39. Key Players in Advertising
The Audience customer or prospective custome
40. Key Players in Advertising
Example: Bajaj Allianz JFC7 Campaign (link-
Advertiser: Bajaj Allianz
Agency: Adjetter Media Pvt Ltd
Media: – Facebook, Twitter, Instragram, Google Search, Google Display,
Mobile
Audience:
41. Why need for effectiveness Advertising
Today advertising is in a bind
o A down economy
o New technologies that threaten how advertising works eg. Email spam, SMS
ads, Search, social Media
o Increasing clutter
Advertisers expect specific results that lead to sales
Advertising must be effective
42. Why need for effectiveness Advertising
Consumers (considered effective when)
• View ads for entertainment/curiosity
• May then learn the ad relates to a need
• May receive an incentive to risk change
• May find reinforcement for product decisions (reducing cognitive dissonance)
Advertisers (considered effective when)
• Ads must gain consumers’ attention
• Ads must hold attention long enough to change consumer purchasing
behavior
43. Why need for effectiveness Advertising
Consumers (considered effective when)
• View ads for entertainment/curiosity
• May then learn the ad relates to a need
• May receive an incentive to risk change
• May find reinforcement for product decisions (reducing cognitive dissonance)
Advertisers (considered effective when)
• Ads must gain consumers’ attention
• Ads must hold attention long enough to change consumer purchasing
behavior
45. Key Concepts of Advertising- Advertising
Strategy
logic and planning behind the advertisement that gives it direction and focus
Advertisers develop ads to:
Meet specific objectives
Target a certain audience
Speak to that audience’s most important concerns
Appear in media that will reach the audience most effectively
46. Key Concepts of Advertising- Creativity
The creative concept is the ad’s central idea
Grabs your attention
Sticks in your memory
Creativity drives the entire advertising field
In planning strategy
In conducting research
In buying and placing ad
47. Key Concepts of Advertising- Creative
Media Use
How the message is being delivered ?
Example: television, magazines, or the Internet
Communication channels that reach a broad audience
How to deliver the message is just as important coming up with the creative
idea of the message
48. Key Concepts of Advertising
Bajaj Allianz campaign
Objective – Lead Harvesting
Strategy (how) – placing a connect between the TA and football Craze
Creative – select winners and send them to Munich
Execution – digital Medium
Media– Facebook, Twitter, Instragram, Google Search, Google Display,
Mobile , Native ads(TOI, Gana.com, Savan…) Programmatic Display .
50. Key Concepts of Advertising
Audi
Objective
Strategy (how)
Creative
Execution
Media
51. Current Advertising Scenario
Interactive advertising –How will technology change the face of advertising?
Integrated marketing communications (IMC) –Unifying all marketing
communications tools to send a consistent persuasive message
Consumer Power –Technology has given consumers greater leverage
Niche marketing –More ads targeting smaller market segment