Advertising

Definition ldquoldquoAny paid form of non-personal presentation and

promotion of ideas goods and services through mass media such as newspapers magazines television or radio

by an identified sponsorrdquo

------- Philip Kotler

Advertising is a form of communication for marketing and

used to encourage persuade or manipulate an audience

(viewers readers or listeners sometimes a specific group) to

continue or take some new action

------- Wikipedia

History 4000 BC

Street callers town cries

Papyrus ndash Egypt Greece Rome

Rock art Wall paintings - Asia Africa and South America

Handbills and posters ndash plays recruitment for military

Pictures of ancient ad

Functions of Advertising

Inform function

Persuasive Function

Convincing Function

Reminder Function

Reinforcing Function

Advertising Planning

What do i want my advertising to

accomplish

Whom should my advertising speak to

What should my advertising say

Where should I place my advertising

5 Mrsquos of advertising

5 M‟s

Money

Mission

MessageMedia

Measurement

Advantages of Advertising Generate sales

Increases brand awareness

Sharing information educating people

Helps create goodwill

Knowledge of competitors

Cost effective method to communicate to mass audience

Costly Functions

Increases the cost of the commodity

Misleading claims

Disturbing ethics and culture

Establish Monopoly- Small industries suffer

Influences purchasing powerCreating unrequited desire

Misuse of advertising

Medias used in Advertising

Print Advertising

Guerrilla Advertising

Broadcast Advertising

Outdoor Advertising

Direct Advertising

Cell phone and Mobile Advertising

Online Advertising

Shock

Advertising

Surrogate

Advertising

Shock Advertising

Shock advertising or Shockvertising is a type

of advertising generally regarded as one that

ldquodeliberately rather than inadvertently

startles and offends its audience by violating

norms for social values and personal idealsrdquo

They include lewd or tasteless sexual

references or obscenity vulgarity brutality

nudity gruesome or revolting scenes or

violence

Features Huge Impact On Consumer Purchases

Brand Image This Impact May Be Positive Or Negative

Shock advertising is not for everybody

Shock advertising creates curiosity

Brands And Government Organizations Are Using Shock

Advertisements In India

Axe

Zatak

Denver Deo

Amul Macho

Cancer Society Of India Etc

Pics

Surrogate Advertising Softly promoting hard products

Surrogate advertising of products is done by promoting other products under the umbrella of the original brand

It includes promotional products like audio Cds Cassettes Apparels etc

Bagpiper Club soda

Imperial Blue Music CDs Men will be menbdquo

Royal Challenge Golf accessories music CDs and mineral water

Advertising Campaign

A coordinated series of linked advertisements with a single idea or theme

Broadcast through several media channels

It may focus on a common theme and one or few

brands or products or be directed at a particular

segment of the population

Successful advertising campaigns achieve far more than the sporadic advertising and may last

from a few weeks and months to years

Bubbles mdash the Pears Soap

Advertising Innovation 19th century

Thomas Barratt- the father of modern advertising

fine art used to connote the brands quality purity (ie untainted by commercialism) and simplicity (cherubic children)

Good morning Have you used Pears soap

Pears Annual

Miss Pearsldquo

LUX ndash 20th

century

Celebrity endorsement

Calendars

Cash Prices

ldquosoft youthful lovely femininerdquo

Coca cola Advertising

Campaign

London Olympics

Public Service Initiative

Conclusion Attracting customers

Builds brand loyalty

Build sales

Improving the Bottom Line

Thank you