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Presented By: Vinay gandass

• Advertising is any form of paid non-personal presentation of ideas, goods, or services for the purpose of inducing people to buy.

weeler .

D E F I N I T I O N

MEANING

• The word advertising is derived from two Latin Words ‘Ad’ and ‘Verto’.

• Ad – towards• Verto – I turn• Literally it means to turn the people’s

attention to a specific thing.

“ Never write an advertisement which you wouldn't want your family to

read.  You wouldn't tell lies to your own wife. 

Don't tell them to mine.” 

“ Never write an advertisement which you wouldn't want your family to

read.  You wouldn't tell lies to your own wife. 

Don't tell them to mine.” 

Advertising Planning Process

Advertising Objectives Advertising Objectives

Budget DecisionsBudget Decisions

Creative StrategyCreative Strategy

Campaign EvaluationCampaign Evaluation

Media StrategyMedia Strategy

Brand Positioning Target Market

• ADVERTISER SHOULD KNOW THE TECHNIQUES OF ATTRACTING A PARTICULAR PRODUCT AND WHETHER THE PRODUCT WILL BE ACCEPTED BY THE PEOPLE.

• IT SHOULD EVEN KNOW ABOUT THE FINANCIAL CONDITION IN THE MARKET.

• THE ADVERTISING SHOULD BE SIMPLE SHORT AND WITH CORRECT INFORMATION.

HOW DOES ADVERTISING WORK?

Objectives

Functions

To differentiate the product from their competitors

To communicate product information

To urge product used

To expand the product distribution

To increase brand preference and loyalty

To reduce overall sales cost

Creates new demands

SCOPE OF ADVERTISING

• INTERNET• TELEVISION• NEWSPAPER• MOBILE PHONES• RADIO• MEDIA• PAMPLATES • BANNERS OR HOARDINGS

SOURCES OF ADVERTISEMENT

INTERNET ADVERTISING

TELEVISION ADVERTISING

NEWSPAPER

RADIO

ADVERTISING ON TRANSPORT

Primary services of Advertising agencies

• complete a marketing analysis.

• develop an advertising plan.• prepare a creative strategy.• create advertising executions.• develop and implement a media plan.• handle billing and payments.• integrate other marketing communications.

Advertising AgencyAdvertising AgencyA marketing specialist firm that assists A marketing specialist firm that assists the advertiser in planning and preparing the advertiser in planning and preparing its advertisements.its advertisements.

They have specialists who know all They have specialists who know all about the effect of different advertising about the effect of different advertising methods and can help a company with methods and can help a company with their strategytheir strategy

Types of Advertising Agencies

• Full Service Agencies

• Modular agencies

• In house agencies

• Role of advertising agencies

ADVANTAGES

Manufacturers&

Advertising

Increases and stabilizes the sales turn-over

Maintains the existing market and explores the new

Controls product prices

Middleman &

Advertising

Guarantees quick sales

Minimum efforts

Makes retail price maintenance possible

Sales forecasting

Publicity

Sales-force &

Advertising

Facilitates selling

Reduces sales-man’s burden of job

Instills self confidence

Consumers &

Advertising

Driving –force in decision making

Ensures better quality products at reasonable prices

Saves good deal of time

Society &

Advertising

Uplifts the living standard

Generates gainful employment oppurtunities

Provides new horizons of knowledge

Upholds the culture of a nation

LIMITATIONS

Limited capacity Rigid Unbelievable Conditional

Effects of Advertising on Children

Unhealthy Ad’s

• Kids are filled with advertisements for junk food and fast foods

• Kids see one food commercial every five minutes during Saturday morning cartoons, most of them for foods high in fat, sugar and calories (great schools.net)

Advertising food affects diet

• Many of the advertisements that children are being exposed to are food ad's.

• These ad's are mostly products of low nutrition value.  

• McDonalds spends roughly $570 million a year on advertising. 

• These ad's effect children because they will most likely lead to obesity.

Protecting Children from Advertising

• Demands should be made on the FTC to make the first move and create more strict rules about marketing to children since they are the ones who control what we watch on tv

Children are Affected by Ad’s

Advertising is a multi million dollar project that has an huge influence on children

Kids are literally assaulted from morning to night. The ad industry targets them in their home, in the school, and virtually all points in between (essential.org)

Children under 12 already spend a whopping $28 billion a year. Teen-agers spend $100 billion. Children also influence another $249 billion spent by their parents (about.com)

ANCIENT WAYS OF ADVERTISING

ANCIENT WAYS OF ADVERTISING

1956 - 1957

1955 - 1956

19511955

1956

To differentiate the product from their competitors

GARNIER FRUCTICS

Characteristics

• Non personal form of Communication aimed at a target audience .

• Used by Commercial , Not for Profit Organizations and the Government .

• Advertising is paid for .

• Most advertisements are ultimately concerned with selling .

• It is the major element of Promotion Mix .

Classification of Advertising

• On Geographical basis : Global National Regional Localo On Target Group basis : Consumer Professional Industrial Corporate Trade

• On basis of Demand : Product demand Brand demando Advertising of service : Hotel services Education services Transportation services Hospitality services Financial serviceo Idea advertising

TYPES OF ADVERTISING

ADVERTISING

Print Advertising

OutdoorAdvertising

BroadcastAdvertising

CovertAdvertising

Public-serviceAdvertising Surrogate

Advertising

Celebrity Advertising

AIDAAdvertisers should seek : A – Increase Awareness I – Create InterestD – Develop a desireA – Actions that Encourage customers to buy Advertising seeks to move potential buyers through these stages .

Advertising & the PLC

The Advertising Campaign

• When developing a marketing communication strategy, you do not restrict your plan to just advertising

• Many things are also done such as direct mailing, PR, special events, radio, media

Celebrity Marketing

• Having celebrities lend their name and influence to the promotion of a product.

Main Parties involved in Advertising

Regulatory Organizations

Government

Competitions

ADVERTISER

Facilitating Organizations

Advertising Agency

Media

Research supplies

Markets and Consumer Behavior

MARKETING FORCESAdvertisingPackaging

Personal SellingPublicity

Product DesignAvailability

DisplayPrice

FORCES OPPOSING SALES

CompetitionMemory Lapse

Sales resistanceMarket attraction

Awareness Conviction

DesireComprehension

Action

DAGMAR COMMUNICATION SPECTRUM

Examples of Top Advertising Agencies

• Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol.

•  JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia and Unilever.

• Mudra Communication-Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar.

• FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul.

• Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej.

Analysis Framework

Market

Customer AnalysisCompetitor Analysis

Company AnalysisMarketing Myopia

Marketing Strategy

Product

Price

Promotion

Place

Marketing Orientation

Perceptual mapping

Segmentation Positioning

First mover advantages

Branding

Pricing processPricing and innovation (ODI)

Going to market(Goodyear)

Direct marketing(Calyx)

Product Line Strategy(Cambridge)

Hierarchy of effects Communication Process

Awareness

Interest

Liking, Preference

Purchase, Action

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMERWha

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MODERN MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CONSUMER

CRM

Wha

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ext

in M

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Who is Generation Y?• 76 million people born between 1978 – 2000• Millienials, Net Generation, Echo Boomers,

Google Generation, iGeneration• Ongoing debate about where to begin and end a

generation.

perception

80% of CEO’s believe of believe their brand provides a superior customer experience

8 % of their customers agree

(Bain & Company)

FUTURELAB

76% of consumers don’t believe that companies tell the truth in advertisements

Yankelowich,2006

FUTURELAB

I A

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59

ONLY 14% TRUST ADS

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60

LAW OF FEW

10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%

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“I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...” 

Philip Dusenberry