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ADVERTISING

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Definition

Any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. -American Marketing Association (1963)

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Characteristics of Advertising

Any paid form Non-personal presentation and promotion Ideas, goods and services An identified Sponsor Controlled Mass Communication media Persuasion It is not neutral; it is not unbiased

Objectives of Advertising
Repurchase / Regular Use

Trial Preference Liking Knowledge Awareness

Functions of Advertising
Stimulates

Demand
other promotion mix elements

Strengthens Develops

Brand Preference

Cut

costs
Prices Weapon

Lower

Competitive Shapes

Customers attitude

Types of Advertising
I) Product Advertising a) Pioneering b) Competitive c) Retentive

II) On basis of Target Group

Consumer Advertising
Industrial Advertising Retail Advertising

Professional Advertising
Political Advertising Regional Advertising

Consumer Advertising

Industrial Advertising

Retail Advertising

Signages
Announcements Offers

Price Communication
Cross-merchandising Good deals with purchase

Professional Advertising

It is directed towards people who are not final consumers.

Professionals like architects, engineers, medical consultants, etc make decisions on clients behalf. Media used such as professional journals, direct mail, etc.

Political Advertising

Regional Advertising

Service Advertising

Air India Maharaja Logo

DHL courier company using DHL logo Security Check ICICI Prudential TV Ad Vodafone Zoozoos ICICI Bank in movie Tata Sky -Puchne mei kya jata hai

Baghbaan

Chintamani the animated character No chinta only money

Institutional Advertising/ Corporate Advertising

Project
Tata

Shiksha 2010 By P&G

Steel Ads Values stronger than steel

India

Shining Campaign

Aircel Save Our Tigers Campaign

Voltas AC:

Jagmag Desh Mera

Campaign

Public Service Advertising

Napkins and bags in Mc Donalds manufa-

ctured by recyclable paper.

Bharat Petroleum Energizing Lives

CII sets up green industrial park

Save fuel yani save money HP Xerox corporation launched 100% recyclable paper. Nokia promotes recycling of mobile phones Surf Excel Campaign Save Water do bucket pani roz bachana Greenathon by NDTV with Toyota encouraging donation towards light a billion lives (with solar devices)

Surrogate Advertising
Red

and White Bravery awards & Wills Lifestyle Award from Tobacco Sector
Soda & Cassettes & CDs, Kingfisher Mineral Water, White Mischief Holidays, Teachers Achievement Awards from liquor industries

Bagpiper

Co-operative Advertising

Early forms of Advertising

In medieval times:

Trademarks Signs Town Cries

Conventional Media options:

TV Print Radio Billboards; Banners; etc

Changing Forms of Advertising

Social Network Advertising (Face book, Twitter)

Online Classifieds Ads

Ads on Search Engine pages

Online Advertising

Email Advertising

Banner Ads

Changing Forms of Advertising

Mobile Advertising

Celebrity Advertising

Virtual Advertising

Surrogate Advertising Other Forms

Radio Advertising

Emotional Advertising Ambient Advertising

Green Advertising

Benefits of Advertising

Information
Brand Image Building Innovation

Growth of media

Criticism of Advertising

Economic Issues

Effect on the value of products or services Effect on prices Effect on Consumer Demand and Consumer Choice Effects on Competition

Criticism of Advertising

Social Issues

Untruthful or deceptive Offensive or in bad taste Encourage materialism in society Manipulates customers to buy for which they have no real need Depicting stereotypes Controlling media Conversion of Happy customers into unhappy one Transition of rationality into emotionality

Criticism of Advertising

Ethical issues

Using over Sex Appeals or nudity Showing Women as sex object in ads

Shock Advertising or Shockvertising

Form of advertising which is deliberately used to startle or unsettle the audience and offend them.
The offense can take the form of violation of social norms, breach of moral code(use of vulgar words or images) or use of things that can outrage the target audience(religious issues, etc) 1991- Kamasutra advt. Marzi hai aapki aakhir sar hai aapka- Helmet advt.

Late 1990s Riya Sen clad in mini skirt

Pepsi advt.- Child carrying Pepsi for cricketers in field

Thank You !!!

Presented

By : Kirti Gulati