Advertising

 Overview Of Advertising
 Advertising Goals
 Advertising Planning And Research
 Advertising Budget
 Media Selection
 The Creative Brief ( Objectives, Target
Audience, Message, Support, Constraints)
 Advertising Design
 Advertising Agency
Promotion encompasses

 Advertising
 Sales promotion
 Public relations
 Personal selling
 Direct Marketing
These are collectively known as the Elements of
IMC.
 Process of Communication

Feedback

Encode idea into Message travels

Sender over Receiver
Has an idea Message Channel decodes message

Additional
Feedback
Noise

Meaning of communication: It can be defined as

Transmitting, Receiving and Processing Information
Senders- Companies selling Goods , Ideas and Services

Encoding message-
 taking the idea and converting it into attention
getting advertisements for various media (Television,
radio, magazines and other)
 Transferring of the communication to the target
audience through the Channels.(audio visual, print)

Decoding- Occurs when message reaches one or more

of the receivers senses.
 It is the one obstacle that prevents marketing messages from
being efficient and effective.
 It can be anything that distorts or disrupts a message.
 It can occur at any stage in the communication process.
 Most common form of noise affecting marketing communication
is Clutter
Common forms of clutter
 Eight minutes of commercial per half hour of television and radio
programs
 A Sunday newspaper jammed with advertising supplements
 An endless barrage of billboards on a major street.
 The inside of a bus or local papered with ads.
 Websites and servers loaded with commercials.
NO… because the message is lost if…
The viewer
 Is talking on the phone
 Getting something to eat during the ad.
 Dislikes or is offended by the ad
 Ad is placed in a show which is seldom viewed
 Ad is placed next to that of a competitor ad
 Creative idea which the audience did not
understand
 The person in the ad overpowers the ad
 What is the most common form of advertising?
 Oldest advertisement dates back to?

Babylonian clay tablet dated 3000 BC having inscription of a

shoemaker and an ointment dealer.

 First ad in an English paper came out in which year?

a. 1622 b. 1847 c. 1901
 Oldest existing Indian ad agency is?
 The first multi media campaign in India was created for
which product?
In India about 40 agencies are handling 80% of business which stands at a staggering
Rs. 10,000 Cr.
 Present a Print and a TV advertisements
made by these Advertising agencies. 5
minutes per presentation
 No advertisement should be repeated.
Mention year of launch for both .
 You can discuss your presentation with your
classmates
 Presentation Day: Next Class
 Means of mass Communication
 Makes Mass selling possible.
 Best known mass communication channel.

 Advertising it self cannot sell the product.

 It only helps in selling.
 It can help to restore a poor product or rejuvenate a
declining market.
 It only helps in selling through the art and business of
persuasive communication.
“Any paid form of non-personal presentation
of ideas, goods and services by an identified
sponsor”-
American Marketing Association.
May be
• Sign
• Symbol
• An illustration
• An ad message in a magazine or news paper
• Commercial on the radio or on television
• A circular dispatched through mail / A pamphlet
handed out at a street corner
• Sketch / A message on a billboard / a poster
• A banner on the net.
Any form of presentation, which an advertiser imagines
which fulfills the requirements of the ad.
 This phrase excludes any form of personal
selling, which is usually done on a person to
person or on a people – people basis.

 If it is a person to person presentation , it is

not advertising.
 Advertisements are employed to
communicate information about products
and services.

 It is for consumers to have better information

with minimum effort.

 Service , social cause ideas which will help

people to act or react are also considered
advertisements.
 You moved to another city..
She understood
You were too busy to call her everyday…
She didn’t complain
When she cried .. She cried alone.
when you cried ,she cried with you..
When you tried for a new job..
she prayed for you.
Your dreams are not yours alone…..
 This means advertisement is openly and
directly paid for as against publicity which is
not openly paid for.

 The sponsor has control over the form,

content and scheduling of the Ad

 The sponsor can be identified the by the

company’s name or brand name or both.
 To build brand image

 To inform

 To persuade

 To support other marketing efforts

 To encourage action
 https://www.youtube.com/watch?v=1dAOvV
Brn70
 Advertising is considered multi dimensional.
 It helps number of marketing activities.
 It is a technique of sales promotion.
 Sales volume is increased by advertising.
 It helps and supports the salesman in selling the products.
 Consumer knowledge about the product is increase by
advertising.
 It helps the consumer to save their time in purchases.
 It helps the manufacturer sell their products.
 It helps quick selling is possible which leads to more
production at less cast.
 The relation between wholesalers and retailers is improved
through advertising.
 Advertising introduces new products, stimulates markets
regarding the existing Product and repeated sales
4 activities which combine to form the Advertising
management process:

 Review the company’s activities in the light of

advertising management

 Select an in-house or external advertising agency

 Develop an advertising campaign management

strategy

 Complete a creative brief.

 The Marketing Communication Process
AD Media
•Print
•Electronic
•Salesperson
•PR

Advertising/ Target Audience

Publicity Interpretation
Sales Presentation

Marketing
Consumer
Manager/
(Target Audience)
Company

Feedback- In Form Of Marketing Research Sales

Report
1. Geographical Basis

2. Target Group Basis

3. Demand Basis

4. Service Related.
A. Global advertising

B. National Advertising

C. Regional Advertising

D. Local Advertising.
A. Consumer Advertising- directly bought by consumer
B. Industrial Advertising- industrial buying
C. Trade Advertising- group of business/ industry being
promoted
D. Retail Advertising- specific retail stores
E. Professional Advertising- pharmaceuticals like
products
F. Corporate Advertising- Institutional based.
A. Primary (Product) Demand Advertising-
By this we mean demand of a class of product or
service and not the demand of a particular
brand. It deals with demand of whole product
category.
B. Selective ( Brand) Demand Advertising-
Here demand is for a particular brand in a product
class.
A. Hotel Services

B. Educational Services

C. Transportation Services

D. Financial Services.
  The purpose of marketing plan is to achieve harmony in relaying
messages to customers and other public.
 The same plan also integrates all promotional efforts.

Situation analysis

Marketing objectives

Marketing budget

Marketing strategies

Marketing tactics

Evaluation of performance.
Advertising Media Selection
Strategy

Advertising
Design

Message Executional
Strategy Frame Work

Appeals
 All elements (except media selection) of
Advertising Design
 CAR- Client Agency Relationship
 Advertising Frequency
 Advertising Appropriation
Please note: Media selection and Copywriting
will be covered after these topics.
Web :
 http://www.yourarticlelibrary.com/advertising/essay-on-world-history-of-advertising-
2382-words/22249/
 https://advertisinginindia.wordpress.com/tag/advertising-history-in-india/
 http://www.business-standard.com/article/management/40-years-ago-and-now-
how-dalda-built-and-lost-its-monopoly-115030501153_1.html
 https://muse.jhu.edu/article/249785
 http://top10companiesinindia.co.in/top-10-advertising-agencies-in-india/

Books:
 Advertising Management -Batra and Meyers
 Advertising and Promotion an IMC perspective by Kruti Shah and
Alan D’souza
 Chapter-2 Arun Mittal, Advertising and Sales Promotion.
 Chapter- 5 –S.A. Chunnawala,Foundations of Advertising