The PPT discusses about the Elements of Advt. Process of Advertising & its socioeconomic effects on society

1. ADVERTISING
J. JANARDHAN

2. ELEMENTS OF ADVT.
• An advertising plan and strategy provide the framework
• For to develop, review and measure the effectiveness of advt.
campaigns
• An advt. strategy sets out the method to meets its objectives
• The plan describes the creative and media tactics, budget,
schedule and other elements of the strategy

3. STRATEGY
• It provides an overview and broad direction for the Advt.
campaign.
• If the advt. objective is to increase a local brand, the strategy will
describe how advertising can meet that objective.
• The strategy recommendation might be to build brand awareness
through high levels of exposure, position the brand as a high-
quality product
• Encourage retailers to stock the product.

4. REVIEW
• The client team and the advertising agency team review the
strategy document
• To ensure that it can meet the advertising objectives
• The Advt. agency team can then develop a detailed advt. plan
• To put the strategy into practice
• Advt. brief is like a road map
• That helps a team get quickly to the right solution.

5. ADVT. PLAN
• The advt. plan describes how to put that strategy into practice.
• To build brand awareness,
• It includes a recommendation for a series of advertisements in
city newspapers, on local radio stations and on poster sites.
• To position the brand,
• The plan might call for a creative approach
• Sales promotion campaign to encourage consumers to sample the
products

6. MEDIA
• The advertising plan sets out the media for the campaign,
• It decides the media based on the target audience
• The number of advertisements and their cost
• It describes the size of press advertisements
• The running time for radio commercials
• It also give you brief about frequency of advt. & the time span
for the complete campaign

7. CREATIVE
• The creative proposals in the advt. plan
• It describe that to attract attention of target group
• To communicate the messages clearly
• The plan will describe any response mechanism
• such as a reply coupon or website address
• So that the advertiser can make arrangements to handle the
response.

8. ADVT. BUDGET
• The plan should include a detailed budget
• Setting out all the costs for the campaign
• The campaign is designed to meet measurable objectives
• so the plan should indicate how the agency will measure the
campaign

9. ROLE OF ADVT.
• Advertising is a paid form of a non-personal message
• It was communicated through the various media
• Advertising is persuasive and informational
• It is designed to influence the purchasing behavior
• The advertising message has to reach a billion people

10. ROLE OF ADVT.
• Advt. is speaking different languages, practicing many religions.
• Advertisers can reach their audiences through mass media and
outdoor advertising, sales promotion and the Internet.
• Advertising is a form of mass communication.

11. PROCESS OF ADVT.
• A few steps are required for the development and execution of
advertising Briefing
Market Research
Identify Target Audience
Media Selection
Ad designing
Decide place & Time
Execution
Performance Check

12. PROCESS OF ADVT.
• Briefing - Advertising process starts with briefing
• It understanding between client and advertising
agency objectives, time-frame of ad campaign, strategies to reach
the audience, and budget.
• Market Research - After briefing market research will done.
• It include - comparison of advertiser's product or service with
competitors
• The study give you clear picture about the Marketing conditions

13. PROCESS OF ADVT.
• Identify Target Audience -
By using the market research, the advertising agency will identify
the target audience
• Media Selection
Using the research, the advt. agency or media agency will select
the media
Ad campaign should be used to reach the target audience in the
most cost effective way

14. PROCESS OF ADVT.
• Ad Designing: The creative people will convert objectives into
words and pictures.
The copywriter, the art director will be played crucial role
The advertising agency may get the filming
• Decide Place & Time - It decide where and when the advt. will
be shown
• Advt. agency will ensure that the commercials are ready on time
• All required legal approvals have been granted.

15. PROCESS OF ADVT.
• Execution - Finally the advertisement will be executed
• Performance Check - Once the advertisement is executed, the
media agency will check its performance.
• The client or marketer can effectively communicate its marketing
messages with its target audience

16. SOCIO-ECONOMICALASPECTS
• Advertising is praised but also criticized
• Advertising has many positive impacts along with its negatives
• John O’ Toole has described advertise is something else.
• It is not related to studies, but it educates.
• It is not a journalist but gives all information.
• And it is not an entertaining device but entertains everyone.

17. ECONOMIC ROLE OF ADVT
• Value of Products:
• Advt. helps increase value for the products by showing the
positive image
• It helps convincing customers to buy it.
• Advertising educates consumers about the uses of the products
• it increasing its value in minds of the consumers.

18. ECONOMIC ROLE OF ADVT
• Effect on Prices:
Some advertised products do cost more than unadvertised
products
the vice versa is also true
But some products do not advertise much
Even their prices are high
But they are still the leaders in market (E.g.-Apple gadgets)

19. ECONOMIC ROLE OF ADVT
• Effect on Consumer demand & Choices
• The product has to be different with better quality, and more
variety than others.
• The products must have variety of flavors
• With different ranges to offer for different age groups

20. ECONOMIC ROLE OF ADVT
• Effect on Business cycle
• Advertising no doubt helps in employing more
• It increases the pay rolls of people working in this field.
• It helps collecting more revenues for sellers
• The economic aspects are supported by the Abundance Principle

21. SOCIAL ROLE OF ADVT
• Deception in Advertising: The relation between the buyers
and sellers is maintained
• Then the problems can be overcome
• The Subliminal Advertising:
• “All ads don’t impress all consumers at all times”,
• Because, majority of consumers buy products on basis of the
price and needs.

22. SOCIAL ROLE OF ADVT
• Effect on our value system
• The advertisers use puffing tactics, endorsements from celebrities
• They will play emotionally, It makes ads so powerful
• people picking up bad habits like smoking and drinking, and
buy products
• This affects in increased the cost of whole society and loss of
values of our own selves

23. SOCIAL ROLE OF ADVT
• Offensiveness
Some ads are so offensive that they are not acceptable by the
buyers.
Development of society and growth of technologies
Employment
Gives choices to buyers with self interest
Welcomes healthy competition
Improving standard of living.
Give information on social, economical and health issues.

24. THANK YOU