Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

BY
Definition of advertisement

LEO

BRUNETTE

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

Types of advertisements Print Advertising

Newspapers, Magazines, Brochures, Fliers The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.

Outdoor Advertising
Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company's products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising
Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.

Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising - Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising. Public Service Advertising - Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public

interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.

Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

In-Store Advertising
In-store advertising takes place within a retail store. For example, a company that produces a new cleaning product might include an end cap display when they ship the product to stores. This gives the store an attractive display that draws attention to the new product. Other types of in-store advertising include banners and display cases.

Word of Mouth Advertising

While some may argue that word of mouth is not advertising because it's free, this form of promotion is one of the most credible and priceless assets of any business. Even if business owners can't buy word of mouth advertising, they can encourage their customers to tell their friends and family about the great product or service they purchased.

Endorsements
Endorsement is similar to word of mouth promotion but typically does cost money. Having a product or service endorsed by a celebrity can increase sales and product awareness. Not every company can afford to have a major A-list celeb promoting a product, though. For smaller companies, consider using local celebrities or well-known individuals within the product's niche market. For example, many equine companies look for professional horse trainers to endorse their products.

Product Placement Advertising

Product placement is an advertising approach that intentionally inserts products into entertainment programs such as movies, TV programs and video games. Placement can take several forms including:

visual imagery in which the product appears within the entertainment program actual product use by an actor in the program

words spoken by an actor that include the product name

Product placement is gaining acceptance among a growing number of marketers for two main reasons. First, in most cases the placement is subtle so as not to divert significant attention from the main content of the program or media outlet. This approach may lead the audience to believe the product was selected for inclusion by program producers and not by the marketer. This may heighten the credibility of the product in the minds of the audience since their perception, whether accurate or not, is that product was selected by an unbiased thirdparty.

Mobile Device Advertising

Handheld devices, such as cell phones, smart phones, portable computers and other wireless devices, make up the growing mobile device market. Such devices allow customers to stay informed, gather information and communicate with others without being tied to a physical location. While the mobile device market is only beginning to become a viable advertising medium, it may soon offer significant opportunity for marketers to reach customers at anytime and anyplace. Also, with geographic positioning features included in newer mobile devices, the medium has the potential to provide marketers with the ability to target customers based on their geographic location. Currently, the most popular advertising delivery method to mobile devices is through plain text messaging, however, over the next few years multimedia advertisements are expected to become the dominant message format.

Sponsorship Advertising
A subtle method of advertising is an approach in which marketers pay, or offer resources and services, for the purpose of being seen as a supporter of an organizations event, program or product offering (e.g., section of a website). Sponsorships are intended not to be viewed a blatant advertisement and in this way may be appealing for marketers looking to establish credibility with a particular target market. However, many sponsorship options lack the ability to tie spending directly to customer response. Additionally, the visibility of the sponsorship may be limited to relatively small mentions especially if the marketer is sharing sponsorship with many other organizations.

TELEVISION ADVERTISEMENT
A commercial advertisement on television (usually abbreviated to TV commercial, advert, ad, or ad-film) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service. Advertising revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as programlength infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television.

ADVANTAGES OF TELEVISION ADVERTISEMENTS

Reach Larger Audience than Newspaper Newspaper can only accommodate pictures and words.TV reaches much larger audience than newspaper can do and it can do this work within a very short span of time. Another thing that you should keep in mind is that people usually look only for the news and they overlook the ad in newspapers. However if you run your ad in the middle of the favourite TV commercials of the consumers they will surely watch the ad. TV Ads have Visual Appeal You can also go for radio ads, but again radio only captures sound.TV is the only medium that uses words, sounds, picture (both still and movie) and also music to motivate the consumers emotionally .With so many options it successfully captures the viewer's complete attention. You can Take Your Audience Anywhere TV ads are so popular because with a camera you can take your audience almost anywhere you wish. You can show them anything. Not only the end result but also your factory, the procedure of making the product, the packaging and so on. It appeals to the viewer's sight and hearing at the same time. With the application of colour it turns the world of advertisement into a real world and it easily makes people believe in it. TV Ads can Emotionally Motivate the Consumers Television can show many people about your product or service at a time.Every time the consumers see the benefit of using your product or service they will get inspired to buy it.It will remind them of their desire to possess what you offer. It can instantly give your product or service the prominence it needs.

Reach Targeted Audience TV ads can reach the target audience most easily. You can reach the housewives between the best commercials or soaps. You can make funny ads for children and reach them during they watch their favourite cartoon programs. You can reach the elderly people during some religious programming and the office goers during news.

Disadvantages of television advertisements

Repetition According to the Benton Group, a Vancouver, British Columbia, Canada-based sales and marketing consulting company, establishing name and brand awareness via repeat TV spots is the best approach. When advertising on TV, a company must convey that it is an established and credible business. A long-lasting presence helps ensure viewers think of your business when the need for your products or services arise. This approach is both costly and time consuming. Production Costs According to a May 2011 report by AllBusiness.com, producing a quality 30-second national TV spot can cost up to $300,000, well beyond the reach of smaller businesses. Producing a spot with a local agency to air on local television is considerably cheaper, but it can still run into thousands of dollars. Trying to cut corners could end up backfiring, as a poorly produced TV spot can actually reflect poorly on your businesses image, and decrease response. Changing Your Message If a TV commercial is properly produced, it is difficult to make changes to the message you are conveying about your business efficiently and quickly. If a business wants to advertise a special offer, or a new product or service, a new spot must be produced, and time slots need to be purchased, which could be time consuming. Other media like online banner ads or radio voice over can be produced and/or edited usually in-house, quickly and efficiently.

Tracking Television advertising relies on third party audience tracking companies, like Nielsen and Comscore, to determine audience demographics and ad targets. While their tracking technology has improved with the proliferation of digital TV, it still does not offer the level of audience and performance tracking as online media. This makes television advertising disadvantageous to smaller companies looking to clearly see the returns on an advertising investment.

INDIA'S MOST POPULAR TELEVISION ADS

Brand: Airtel

On a drizzly Mumbai afternoon, overcast skies let in a little more than conventional wisdom to the boys in Rediffusion DY&R. They decided to celebrate the rains over tea and biscuits with a brief from Airtel staring them in the face. Airtel had a new director in Gopal Vittal, who joined the telecom behemoth in January, with a clear-cut mandate of taking the brand forward inclusively. "We wanted to show unmatched coverage and link it with unbreakable bond to convey the functional benefit of the network with emotional connects," says Mr Vittal. That's when K S Chakraborty, with a WG Grace-like visage, used rain as a metaphor to effect. The ad in question evocatively depicts the father and son relationship with rain in the backdrop. The son captures the sight and sound of a downpour and calls up the father trapped in a board meeting. Simple joys, human connect and seamless network form the sum and substance of this ad and propels it to the number one slot in our rankings. "A brand with 40 million subscribers needs a very large space to open up hearts," says Mr Chakraborty. Brand :Nokia

It's lonely at the top. But mobile handset giant Nokia is not alone. Two ads from Nokia's stable qualify in the rankings, and propels the brand to number two in the ad effectiveness meter. There's an international ad about the N-Series done by a host of agencies and then, the homegrown ad churned out by Bates that focuses on mass-market camera phones for the youth. For all practical purposes, that's the ad in focus. It's an inclusive ad, says Devinder Kishore, director of marketing at Nokia India. "It has strong linkage with the audience," feels Rajeev Raja, creative director of Bates India.

Brand: Surf Excel ,Hindustan Unilever Limited (HUL)

'Daag Acche Hain' was the tagline that made dirt look good is a universal theme that the FMCG behemoth HUL adopted for its detergent power brand, Surf Excel. Having tasted success in the past with the brother-sister commercial, Lowe was under pressure to deliver another cracker of an ad with the same theme but a different situation. "The wink at the end came across so well that it just stole the show," says Priti Nair, who with the help of Brijesh Jacob, created the traffic fight situation which went on to become equally popular as the last ad. Brand: Hutch

A frail-framed Irfan Khan dominates the screen with dialogue complementing the virtues of middle-class existence. The brief really was to make mobility more affordable than what the subscriber thought. "The examples used in the ad connects with the people we're talking to chai-paani wala et al," claims Rajeev Rao, creative director of O&M Brand: UTI/AXIS Bank

Finding identical twins was the most challenging task before the admen here. The name change of the bank needed to be communicated in BOLD. "Since UTI was announcing the change that except the name, nothing else is changing, we thought of working with identical twins," says Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather

INDIAN ADVERTISING INDUSTRY AT A GLANCE

In the year 2011, the total share of the Indian advertising industry stood at Rs 25,594 crore, recording a growth of 8 per cent when compared to the previous figures. The figure was far below the earlier projection of 17 per cent as the Indian economy faced a severe inflation that touched 10 and the weakening of the Rupee against the Greenback. The growth projections for the advertising industry for 2012 remains a cautious 8-9 per cent, with a total share of Rs 28,013 crore.Now for a breakdown of the share: television continued to dominate with a share of 44.8 per cent, followed closely by the print media with a share of 42.2 per cent. The growth of Internet's share had been the most impressive, claiming the third largest share of the ad share at 3.8 per cent. Radio saw a flat growth of 3.1 per cent share of the ad pie, on the other hand, outdoor ads did better with a 5.1 per cent share. Cinema related advertising was at the bottom of the pie with a mean share of 0.5 per cent.

Size of the industry The size of Indian Advertising Industry depends on the following factors and industries.

Television Current size: Rs 148 billion Projected size by 2010: Rs 427 billion; CAGR: 24% Filmed entertainment :Current size: Rs 68 billion :Projected size by 2010: Rs 153 billion; CAGR: 18% Print Media: Current size: Rs 109 billion :Projected size by 2010: Rs 195 billion; CAGR: 12% Radio: Current size: Rs 3 billion: Projected size by 2010: Rs 12 billion; CAGR: 32%. Music Current size: Rs 7,000 million crore projected size by 2010: Rs 7,400 million; CAGR: 1%. Live entertainment :Current size: Rs 8,000 million, Projected size by 2010: Rs 18,000 million; CAGR: 18% Out-of-home Advertising: Current size: 9000 million, Projected size by 2010: 17,500 million; CAGR: 14%.

Internet Advertising: Current size: Rs 1.6 Billion, Projected size by 2010: Rs 7.5 billion; CAGR: 50%.

Total contribution to the economy/ sales The turnover of Indian Advertising Industry is less than 1% of the national GDP of the country as compared to 2.3% of share of US to the GDP which indicates the tremendous growth potential for India. The Indian advertising industry is expected to grow by 13 %in 2010 to Rs 21,145 crore. According to the PITCH-Madison Media Advertising Outlook 2010 analysis, the Indian advertising pie is expected to be worth about Rs 21,145 crore this year, a 13 % increase over the previous one. The Indian media and advertising industry clocked a size of Rs 18,670 crore in 2009 and that saw a dramatic drop of 10 percentage points compared to 2008, where the industry was worth Rs 20,717 crore.Total advertising market grew 17% in 2008 and is projected to increase.

Ad expenditure in India to reach Rs 30,704 crore by 2012

Global Picture Zenith Optimedia's forecast on global advertising expenditure for 2010 and beyond suggests that good times lie ahead. The global ad market, the study predicts, has witnessed one of the worst declines in 2009, with a 10.2 per cent drop in advertising spends. The global scenario is expected to gradually revert to normalcy in three years, with the growth rate reaching 5 per cent by 2012. Over 2010, the global ad expenditure is expected to rise by 0.9 per cent. The study also forecasts a 3.9 per cent growth in 2011 and 4.8 per cent in 2012. In some markets, the ad volumes have fallen not just because of the economic meltdown. For instance, in France, the public television channels have reduced their number of ads and plan to be completely adfree by 2011, while in China, the government plans to reduce the number of ads beginning 2010. While this may raise the price of air time, it won't be enough to compensate for the decreased volume. The decline in ad expenditure is expected to continue in developed markets such as North America, Japan and Western Europe, before growth is restored in 2011. Developing markets such as the Asia Pacific (except Japan) and Latin America are expected to grow speedily over 2010. Asia Pacific will see a growth rate of 8.4 per cent, while Latin America will grow at 8.1 per cent in 2010.

Indian Picture The Indian scenario looks positive, with the growth in 2010 expected to be about 10.5 per cent. From a growth rate of 19 per cent over 2007-08, the ad expenditure grew only 4.5 per cent during 2008-09. In India, the advertising expenditure is expected to reach Rs 24,666 crore by 2010, clocking additional Rs 2334 crore spends over last year. By 2012, ZenithOptimedia predicts that India's advertising expenditure will reach Rs 30,704 crore, growing approximately 37.5 per cent over 2009.

Newspapers will continue to attract maximum spends, with expenditure going as high as Rs 11,326 crore in 2010. Television will be the second most preferred medium for advertisers and will clock spends of Rs 10,058 crore in 2010, as per the forecast. In 2008, 42.6 per cent share of ad spends was by newspapers, followed by 39.8 per cent by television. Outdoor medium and magazines garnered 7 per cent and 5.3 per cent shares respectively, while radio and the Internet managed to grab 3 and 1.6 per cent share of ad spends in 2008. If one looks at the 2008-09 ad expenditure figures, the outdoor medium and magazines have witnessed the most decline in spends, while the Internet continued to grow at 25 per cent. In 2010, according to the study, the Internet will emerge as the fastest growing medium, followed by radio. Spends on newspapers and television are expected to grow by 10 and 11.6 per cent respectively in 2010, while the growth in radio and the Internet will be 14 and 16 per cent respectively. Spends on outdoor will grow at 2 per cent, which is much lower than the growth rate of 9.4 per cent in 2007-08. In 2011, the growth is expected to rise to 7.8 per cent. By 2012, newspapers will see investments of Rs 13,957 crore as advertising spends, while television will attract spends of Rs 12,801 crore. Outdoor will clock ad spends of Rs 1,408 crore, while ad expenditure on radio will reach approximately Rs 965 crore, as per the forecast. Advertising spends on magazines will be around Rs 729 crore, while on the Internet, the spends will increase to Rs 669 crore. Cinema advertising spends will amount to Rs 172 crore by 2012. Television Advertising Costs The cost of advertising on television is twofold: first, the cost of producing the commercial, then, the cost of airing it. The average cost of producing a national, 30-second TV commercial is well over $300,000 but commercials designed to air in local markets can be produced for much less. Most advertising agencies are experienced with producing TV commercials based on a wide variety of budgets and can help you design and produce a commercial that will satisfy your needs and your budget. Television advertising rates vary greatly based on the market they run in and the time the spots are aired. Small- to medium-sized businesses will find that local advertising fits better with their budgets and marketing goals. A 30-second time slot in a medium-sized market can be purchased for as little as $5 per 1,000 viewers, meaning that you could pay less than $100 per commercial slot. Cheaper rates will also be available for off-hour programming. Expenditure in television advertisements Global TV advertising to grow by $60 billion Global TV advertising grew by 3.5% in 2011 to $154 billion, despite the Eurozone crisis (which hit Spain, Greece, Ireland and many Eastern European territories the hardest), natural disasters (Japan, Thailand, the Philippines and Turkey) and the Arab Spring revolts. In contrast, economic booms in Latin America and Asia Pacific led to significant growth, according to a new report from Digital TV Research. Global TV advertising expenditure will reach $214 billion in 2017, up 39% - or nearly $60 billion - from 2011. Television will increase its share of total advertising expenditure, reaching 44.1% in 2017 - up from 41.6% in 2011.

India's ad spend growth highest in AsiaPac, touches $6.7 billion

Advertising spend in India in the twelve months period ended June this year stood at $6.7 billion (around Rs 29,727 crore ) across mainstream media, posting the highest annual growth rate of 28 per cent in the Asia Pacific region, according to a survey. The Nielsen Company's survey that covered a dozen countries in the region, estimated that ad spends across television, newspaper and magazine in India witnessed 32 per cent growth in the second quarter (ended June) of this calendar with total ad spend of $1.92 billion (around Rs 8,520 crore)

TOP BRANDS ADVERTISING EXPENSES Microsoft more than 20 percent of their annual revenue or $11.5 billion Coca-Cola more than $2.5 billion Yahoo more than 20 percent of their annual revenue or $1.3 billion eBay 14 percent to 15 percent of its revenue which was $871 million, much of that to advertise on Google Google In the millions rather than billions of dollars with $188 million Starbucks $95 million

Coca-Cola spent more than $2.9 billion on advertising in 2011

The company said it incurred more than $2.9 billion in advertising expenses last year, up 4.5 percent from nearly $2.8 billion in 2010. The figures on print, radio, television and other advertisements were disclosed in an annual filing with the U.S. Securities and Exchange Commission. "The increase in advertising expenses reflected the company's continued investment in our brands and building market execution capabilities," Coca-Cola said in the 175-page filing. A year before, advertising expenses fell about 6.7 percent from $3 billion. The company said a major cause of that decrease in 2009 was a shift in its marketing and media spending strategies. It spent more marketing dollars on in-store promotions, loyalty points programs and point-of-sale marketing.

McDonalds 2011 Ad Spending Tops $1.2 Billion

McDonalds Corp. spent $1.201 billion on U.S. advertising in 2011, ranking it No. 29 among the 100 largest advertisers, Advertising Age magazine reports in its June 22 issue. Big Mac is one of five restaurant companies included by Ad Age in its 100 Leading Advertisers list. Yum! Brandsparent of KFC, Pizza Hut and Taco Bellis the only one of the five to decrease total ad spending last year (down 4.3%) and the only one to lose ground in the rankings (sliding to No. 41 this year from 39 a year ago). Burger King Holdings showed the greatest increase in ad spending (6.5%), followed by Subway (5.4%). Wendys/Arbys Group increased total ad spending 1.9% in 2008. The magazines list is based on both measured-media advertising such as TV and radio and unmeasured media such as promotions. According to Ad Age, McDonalds, Burger King, Wendys/Arbys and Subway each spent 4% of their total sales on advertising. Yum! spent 5.2% of total sales on advertising.

Advertising expense of HUL

Hindustan Unilever Ltd (HUL), the unit of Anglo-Dutch Unilever PLC, spent Rs656 crore on advertising and promotions, however its fourth quarter net profit increased just by Rs46 crore, excluding a one-time gain. Even after including the one-time gain of Rs143 crore, HULs net profit of Rs581 crore is much less than its ad-spend. In short, after spending Rs656 crore on ads, the company could manage to earn a pure net profit of just Rs438 crore compared with Rs395 crore, reported during the same quarter last year. For the quarter to end-March, the company said its net profit rose 47% on a one-time gain while net sales increased 8%. However, on a consolidated basis, HUL's net profit fell 14% as sales declined 13% to Rs17,764 crore.

Google spent $213 million to advertise its own products in 2011. This is up four times from $56 million in 2010,

Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, rich media Ads, social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad server The fastest growing media outlet for advertising is the Internet. Compared to spending in other media, the rate of spending for Internet advertising is experiencing tremendous growth and in the U.S. trails only newspaper and television advertising in terms of total spending. Internet advertisings influence continues to expand and each year more major marketers shift a larger portion of their promotional budget to this medium. Two key reasons for this shift rest with the Internets ability to: 1) narrowly target an advertising message 2) track user response to the advertisers message

Advantages of internet / online advertising

#1: Video: Video has become increasingly popular on the web, from YouTube to Hulu. It has brought an all-encompassing feel to the Internet that people can relate to because they are able to hear and see content, instead of reading the written text. These activities engage the senses and make advertisements much more tolerable, even liked. Furthermore, consumers are actually viewing online video advertisements. Adap.tv, the creators of the first online video marketplace and video ad platform, announced recently that they experienced a 92% average monthly growth rate for video ad views within its marketplace since the launch in February 2010. The company experienced 440 million video ad views in September alone. One final piece of information mentioned in the companys press release is that the online video industry continues to grow. A recent report from PwC for the Interactive Advertising Bureau (IAB) stated that theres been a 31% increase in revenue during the first half of 2010.This has made for the video advertising industrys highest half-year performance ever.

#2: Content Marketing and the advertorial: Sharing content to sell content has become a positive form of marketing on the Internet. Creating an interactive or media-rich advertisement that educates and offers the opportunity to purchase an enhanced or aligned product. The advertorial has become popular on the Internet as it continues editorial content and mixes it with advertising prowess. Its a much more logical method for promoting products opposed to those advertisers that insist on using interruptive practices that scream at consumers. #3: Community: If online advertisements are creative and engaging, they may be shared through the many communities built on the Internet. For instance, Twitter is one of our top 5 traffic sources. That stat shows how influential that social network alone can be. An online advertisement that is unobtrusive yet cleverly developed may become a viral hit within your community. # 4 Cost Efficiency Advertising on the Internet is much more cost-efficient than using traditional mass market and niche media. Internet ads can be viewed by millions of people while being displayed all day and night, while television or radio ads generally last less than two minutes and are shown a limited number of times per day. Cooperative advertising arrangements such as banner and link swaps can be completely free, allowing you to reach large audiences with no expense. Using an ad-placement service such as Google's AdWords can help you to realize even more significant cost savings, since ads can be placed on multiple outlets for a single, flat fee, rather than paying each outlet individually. # 5 Target Marketing Market segmentation and target marketing are more effective on the Internet than any other advertising medium. Strategically placed Web advertisements can achieve 100-percent relevant views. Consider, for example, an advertisement for a new video game placed on a video game-oriented website. Virtually every visitor to the website will be a video game enthusiast, maximizing the impact of the advertising exposure. #6 Interactivity and Feedback The Internet facilitates true two-way communication in advertising messages. By placing interactive ads on the Internet, marketers can use surveys, comments and usage statistics to fine-tune their campaigns midstream and maximize their effectiveness. Linking online advertisements to social networking outlets can enhance the communication between your company and your customers even further, allowing you to receive genuine feedback on a consistent basis.

Disadvantages of internet advertising

Customers Ignore Ads
Consumers are so used to seeing advertising on television, hearing radio commercials and flipping through advertisements in magazines, they've developed an aversion to all forms of advertising. This is also the case with online advertising, where consumers can avoid clicking banner advertisements, bypass ads in online videos they watch and close pop-up advertisements as soon as they come up on their screens. Customers are in control of which advertising messages they want to click and respond to. Viewing Problems Website downtime, lags in website or video loading and browser complications can reduce the number of times consumers see online advertisements and how well they see them. When technical issues occur, companies lose the opportunity to broadcast advertisements for their products and services and may lose potential sales. Viewing problems can occur because of problems with a website or if a consumer is using a smart phone or other mobile device to view a website, has a slow connection speed or does not have the correct applications and programs installed on his computers for proper viewing.

Expensive Ad Prices
Pricing for advertising online can range from inexpensive -- $20-a-month placements on local parenting blogs -- to thousands of dollars on popular sites such as the New York Times. The cost for banner, text and video ads vary depending on the amount of traffic and the type of readership a website or blog receives. Online advertising through pay-per-click campaigns and social media sites can also wreak havoc on a company's marketing budget, potentially yielding little to no return on investment.

Consumers Get Distracted

When customers visit a website, they typically have a goal in mind, whether it's to catch up on the latest celebrity gossip, read the news, chat with friends, download music or shop for a specific item. Websites present customers with various options that can easily distract them and pull their attention from your online advertisements.

Too Many Options

The Internet offers a wide range of websites on which companies can place advertisements. This can be overwhelming, especially for small business owners. With so many options, it's difficult to narrow down the choices to the websites that will attract the most potential customers and sales. Once a company selects a website, it is then presented with a variety of ways it can advertise its products or services on the site, such as through banner advertisements, video marketing or by sponsoring a post. Companies have to determine which type of advertisement yields the best response from their target markets

Here are a few examples of how Indian companies are using innovative campaigns on social media, either for direct advertising or for enhancing their brand profile.

Johnson & Johnsons Nicorette

In 2011, Johnson & Johnsons launched its advertising campaign for Polacrilex Gum, an anti smoking Nicorette with an innovative Facebook application. Penn-Olson reported that its Facebook page gathered about 33,500 fans in a period of just two months of its launch. The Facebook page featured an application known as Nicorette Support through which the user could enter their quitting timeline or could invite loved ones to quit smoking. The app also encouraged existing quitters to help others do the same.

Kolkata Knight Riders

In 2011, Shah Rukh Khan was unable to attend the final of the fourth edition of the IPL. In a traditional scenario, principal sponsor Nokia would have been at its jittery best, considering the branding, marketing and advertising loss that Nokia would have incurred. But this time around, they were at their calmest best, reported TOI. Why? Because their Facebook campaign KKR tension mat le yaar had already become a success, Viral Oza, Marketing Director at Nokia told TOI. The campaign revolved around inviting fans and users to recommend fun and innovative ways in which the KKR team could reduce their stress levels. An approximate of 2 lakh entries from fans were received, reported TOI. Customer interaction was well managed and brand awareness was sustained.

Hippo Chips
Hippo, a unique baked wheat snack food brand launched in the Indian snack market in 2010 and successfully deployed an innovative social media brand awareness-cum-customer engagement-cum-advertising campaign with shot many birds with one stone. HT reported that in February 2010, Hippo launched a Twitter campaign asking consumers and retailers to tweet Hippos availability on retail shelves on Hippos Twitter page, because they were facing difficulties in tracking distribution across India. The company promised to take action on the tweets which stated unavailability in specific stores. Parle Agro claimed that they

received such stock related tweets from 25 cities and that the number of people tracking Hippo stocks on Twitter equaled 45 per cent of Parle Agros foods sales team. Their sales had jumped by 76 percent after this campaign, reported HT. This innovative use of social media for advertising is being taught as a case study in Bschools, received acknowledgment by TWTRCON, San Francisco, won a Gold in the Interactive category for Creative use of social media at the Abby Awards that year, and also won three Golds in Campaign India Digital Media Awards presented by BBC for Best Loyalty Campaign, Media Innovation and Best Social Media strategy amongst many other accolades,

Reebok EasyTone
One more Facebook contender in the list, Reebok launched the Butt Revolution campaign in 2010 in which an interactive page allowed users to get answers to their queries about fitness from certified Reebok trainers. This catapulted sales for their EasyTone shoes mainly targeted women in the 18-24 age group, reported Mint. This social media campaign was used as a follow up to the same campaign released on traditional media.

Fiama Di Wills
In 2012, ITCs leading personal care brand, Fiama Di Wills launched Fiama Di Wills Men Aqua Pulse range of shower gel and bathing bar. They envisaged their innovative social media advertising campaign to target urban Indian males with active lifestyles, reported TOI. The campaign was called the Mega Aqua Pulse Australian Adventure. It was essentially a contest to give Indian water sports enthusiasts an opportunity to win a free trip to Australia. The contest received more than 4000 entries and approximately 40,000 friends were invited to participate. The brand made sure that there was continuous customer engagement by offering tools such as Wall Posts, Reviews, Mentions, Discussion Posts, Videos and much more on their Facebook page. According to TOI, The Fiama Di Wills Men community on Facebook registered 1.7 lakh fans, with 3.7 million post views and over 19,000 feedback posts, all within just 30 days of its launch. Interestingly, PepsiCo allocates more budgets for its digital and social media campaigns than for traditional advertising mediums. Sandeep Arora, Category Director for Colas and Media at PepsiCo and Srinandan Sundaram, Category Head (Deos & Oral Care) at HUL confirm,

. In terms of size, the online advertising market in India is about 11% the size of the conventional or traditional media ad market, the annual survey said. Online advertising has been growing in India, even in the recent economic downturn. "On an average, the digital ad spends have been growing at 25% year-on-year basis," IAMAI said (see chart.)

Facebook advertising
A recent study shows that Indians Like brands more than Americans on Facebook. When it comes to Indian brands on Facebook, Tata DOCOMO is at the top position with more than 2,882,000 fans with 27% growth in the last month, according to Facebook statistics portal Socialbakers.

Social Bakers has listed Tata DOCOMO, MTV India, Vodafone Zoozoos, Mumbai Indians, Kingfisher, Fastrack,Axe Angels club, Pepsi India, Times of India, and Shoppers Stop as the top 10 Indian brands on Facebook on the basis of their number of Likes. Lets have a look at these Indian brands.

Tata DOCOMO, the GSM arm of Tata Teleservices Limited, is the first private telecom operator to launch its 3G services in India. Tata DOCOMO has more than 2,882,000 fans on its Facebook page and has been pretty active in engaging with the customers on the page. The fanpage has different sections for promote its products as well as to interacting with customers. MTV India is the 2nd most popular brand on Facebook with more than 2,822,000 fans. MTV is highly popular with the Indian youth and it manages its fan page very well keeping in mind its target audience. The Facebook page is used for promotions and updates about their popular TV shows. Vodafone Zoozoos is the 3rd most popular brand on Facebook with more than 2,165,000 fans. The fan page is regularly updated with interesting posts to keep the fans engaged. Its not surprising for a Cricket loving country to have the IPL team Mumbai Indians as one of the top Facebook page. Mumbai Indians is the 4th popular brand on Facebook. It has more than 1,857,000 fans. This is the only one sports team that is listed in the top 10 lists of most popular Indian brands on Facebook. It is expected to reach 2 Million fan number by the end of July. Kingfisher beer is the 5th most popular brand on Facebook. It has more than 1,828,000 fans. When it comes to popularity on social media, people love Kingfisher beer more than Kingfisher Airlines. Deodorant brand Axe is the 7th popular Indian brand on Facebook. It has got more than 1,773,000 likes. Though the brand has come under a lot of scrutiny for its ad- concept, the Facebook page continues to gain popularity. \ Coke is the most popular brand on Facebook worldwide. But when it comes to Indian brands on Facebook, Pepsi is the popular brand. It has 1,367,000+ fans. Indias most popular English newspaper, Times of India has more than 1,291,500 fans on Facebook. Facebook page of TOI is frequently updated with insightful news and views. The clothing store Shoppers Stop has secured the 10th position in our list of top ten brands with more than 1,230,000 followers. Shoppers Stop offers its customers a world-class shopping experience through its 34 stores in 15 cities.

This clearly shows that Indians are very brand conscious and it well corresponds to what the leaders in the industry think. Starcom Director Arnab earlier told us that this is a great quality of Indians, which is also holding them back and this is the reason for not having their own Social Network like Gree of Japan, Facebook of US and Sina Weibo of China. Detailed numbers show that average Fans of Top 20 Brands from US is 4.9 Million, while the number stands at 1.2 Million for India. Even though Indonesia has more Facebook users than India, average number of fans of top 20 brands is only 474k.

The top brands in these nations comes from different industries. Starbucks, a Coffee chain, is the top brand for US while Tata Docomo, a Telecom company claims the top spot here. Here are the top brands in these top FB nations with the number of fans.

Advertising expenditure of some big brands jp morgan spents 1.92$billion in ads

tv $ 273 billion magazines - $60 billion newspaper -$90 billion internet- $ 37 billion other- $1.46 billion

loreal spents 1.98 $ billion in ads

TV: $537 million Magazines: $566 million Newspapers: $39 million Internet: $9 million Other: $829 million

Johnson & Johnson spent $2.03 billion on ads

TV: $805 million Magazines: $293 million Newspapers: $41 million Internet: $50 million Other: $837 million

Time Warner spent $2.04 billion on ads

TV: $699 million Magazines: $260 million Newspapers: $97 million Internet: $63 million

Walmart spent $2.06 billion on ads

TV: $524 million Magazines: $192 million Newspapers: $45 million Internet: $58 million Other: $1.24 billion

Pfizer spent $2.12 billion on ads

TV: $831 million Magazines: $333 million Newspapers: $66 million Internet: $46 million Other: $847 million

American Express spent $2.22 billion on ads

TV: $228 million Magazines: $63 million Newspapers: $130 million Internet: $132 million Other: $1.67 billion

General Motors spent $2.87 billion on ads

TV: $1.20 billion Magazines: $410 million Newspapers: $246 million Internet: $240 million Other: $772 million

Expected future growth in advertising

Advertising expenditure by medium US$ million, current prices 2010 2011 2012 2013 Newspapers Magazines Television Radio Cinema Outdoor Internet Total * 94,871 43,643 176,820 32,013 2,319 29,722 65,009 444,397 91,742 43,003 183,681 32,884 2,474 31,315 75,748 460,847 89,953 42,137 193,660 33,663 2,643 32,862 88,065 482,983 88,946 41,741 203,444 34,799 2,848 34,413 102,363 508,555 2014 88,480 41,674 215,298 35,828 3,055 36,108 118,943 539,386

Adspend growth (2014 v 2011) US$ million, country

1 2 3 4 5 6 7 8 9 10 China Russia Brazil Indonesia Argentina South Africa South Korea India Mexico Turkey Adspend growth 17,158 4,138 3,917 3,820 2,281 2,050 1,632 1,571 1,339 1,167

TELEVISION ADS V/S INTERNET ADS Audience

People spend hours in front of a television screen each day, attracting a vast audience for TV advertising. The Internet attracts a growing audience vying for the same buying public. More and more, companies are insuring that they have an online presence to garner their share of the marketing pie. When it comes to targeting the audience for more efficient advertising, television is generally considered broad while Internet advertising can be more specifically targeted. Internet advertising can reach beyond borders and draw audiences from across the globe, reaching the target audience on an international scale. Strategies and Tracking

Television advertisers can use strategies like advertising children's products during the daytime hours and airing commercials for men during football games. Internet advertisers can use software to match advertisements with content read by the target audience. In addition, Internet advertising can track the numbers of people viewing their ad and how many visits to the company website result from advertising. Television advertising is difficult, if not impossible, to track. Costs

Television advertising can be expensive, while Internet advertising can reach a larger, targeted audience for less. For example, advertisers on Google can bid to be charged only when viewers click on the Internet advertisement, with bidding typically starting at a nickel or dime for each click. Producing television advertisements is notoriously expensive, with costs for writers and actors. Television air time is pricey compared to Internet advertising costs. Other Pros and Cons

Television allows advertisers to demonstrate the product and send the advertising message with interesting visuals which has a high impact on consumers and make the product packaging familiar to the consumer. TV ads can also help brand your company and make it recognizable. However, making changes to a television commercial can be costly. Also, with the advent of DVR, some people elect to tape their favourite shows and replay them while fast-forwarding through the commercials.