ITFT_Media_Advertising & public relations

&

Public Relations

Chapter Outline I. What is Advertising?

II. Roles and Functions of Advertising

III. The Key Players

IV. Types of Advertising

V. What Makes an Ad Effective?

VI. The Evolution of Advertising

VII. The Current Advertising Scene

Defining Modern Advertising

Advertising is paid persuasive

communication which uses non-personal mass media to reach

broad audiences to connect an

identified sponsor with a target audience

Five basic components:

1.Paid communication

2.Sponsor is identified

3.Tries to persuade or influence

4.Reaches a large audience

5.Conveyed through impersonal mass media

Key Concepts of Advertising

• Strategy

•Creative idea

• Execution

•Media

Functions of advertising

• Builds awareness of

products and brands

• Creates a brand image

• Provides product and brand

information

• Persuades people

• Provides incentives to take action

• Provides brand reminders

• Reinforces past purchases and brand experiences

The Key Players

•Advertiser (client)

•Agency

•Media

•Supplier

•Audience

Types of Advertising

• Brand advertising

• Retail or Local advertising

• Direct-Response advertising

• Business-to-Business advertising

• Institutional advertising

• Nonprofit advertising

• Public Service advertising

Evolution of Advertising

Age of Print

Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began.

1.Shop front signages 2.From street side sellers to press ads 3.The first trademarks 4.Handbills distributed separately from the products

Concrete advertising history begins with classified

advertising.

Studios mark the beginning of advertising created in

India (as opposed to imported from England) Studios

set up for bold type, ornate fonts, more fancy, larger ads

.

Patent medicines: The first brand as we know them

today were a category of advertisers .Horlicks becomes

the first 'malted milk' to be patented on 5th June 1883

Industrial Revolution and Emergence of Consumer Society

• 1905, B. Datram and Company.

• The India-Advertising Company in 1907

• Calcutta Advertising agency in 1909

• J. Walter Thompson Associates through its Indian associate, Hindustan Thompson Associates in 1929

• Lintas (Lever international Advertising Services) in 1939

• 1990-Marks the beginning of new medium Internet

Flipkart Advertisements

World Cup advertisement

Pepsi / Cola Cold War

What Makes an Ad Effective?

1. If it creates an impression for a product or brand.

2. If it influences people to respond in some way.

3. If it separates the product or brand from the competition in the mind of the consumer.

The Current Advertising Scene

1.Expanded view Electronic media are changing the media

landscape.

New media are more personal and interactive.

2.Integrated Marketing Communication

The practice of unifying all marketing communication tools so they

send a consistent, persuasive

message

3.Globalization

• Increasing globalization of marketing programs

• Advertisers are moving into global markets and agencies are forming huge multinational operations

Public Relations

A necessity for survival in Journalism, marketing,

management etc.

You do Public Relations But?

Human being try to maintain good relation with everyone. The relation can be between:

o Teacher/Student relation

o Manager/Employee

o Boss/ Manager

o Your family/ Neighbors

o Govt./ Private Organizations

Nature and scope of Public Relation

Relations are maintained 1. To bringing trust

2. To make a positive image

3. For publicity

4. To get information

5. To have long term relationships

6. To serve best for the company as well as company

7. To get your work done

8. Image building

A positive

attitude

•Financial PR

•Consumer/Life Style PR

•Crisis PR

• Industry PR

•Govt. PR

Public Relations technique is almost used in every area. Every company requires a

Public relation Officer to maintain good relation and image of company in the eyes

of public.

(PRO)

An important figure for the company

In large organizations, public relations managers may supervise a staff of public relations specialists. They also work with advertising and marketing staffs to make sure that the advertising campaigns are compatible with the image the company or client is trying to portray.

Public relations managers may also handle internal company communications, such as company newsletters, and may help financial

managers produce company reports. Special events such as the sponsorship of races, parties introducing new products.

Advertising

The motive of any advertiser is clearly to persuade a customer to buy some product or service.

Examples: • Tata Group Advt.

• Incredible India

• Free offers/discount given by various tourism companies

• Save tree campaign run by Govt.

Propaganda

1. Evasion of truth

2. Name calling

3. An appeal to humanity

4. Use of testimonials

5. Provocations

6. Delaying strategies

7. Favorable argument strategy

Publ i c i t y

Perfect Performance = Good PR Appreciation & acknowledgement

News Features Financial Product Pictorial Emergency

Tell me the Which one is this?

Product : Reynolds Pen Here are three situations in next slide. Guess

which tool is used in these situation out of these:

(Advertising, Publicity, Promotion)

1.Reynolds pen is smooth and easy to use. Get a soft touch that you will not find in other pen.

2. I have used Reynolds pen in my exams and it saved my time because its so smooth and long lasting. You can write in a flow. You should also use this brand pen.

3. I heard people saying that Reynolds pen have raised its market because it is providing a unique feature which is its soft touch at fingers points. I am also going to give a shot now.

(All these tools are used to maintain Public Relations)