Advertising
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The document discusses advertising's definition, objectives, and various forms, emphasizing its role in attracting attention and promoting products. Key objectives include informing potential customers, persuading them to buy, reminding existing customers, and reinforcing brand loyalty. The document also covers the history of advertising and highlights specific advertising types, such as print, broadcast, and online, as well as notable case studies and social impact initiatives.
Advertising
- 2. Advertising? • It is derived from Latin root ad verter, which means “to attract attention to”. • Advertising is the non-personal communication of information. • Any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor through various media.
- 4. Advertising Objectives Four Main objectives :- • Inform • Persuade • Remind • Reinforce
- 5. Advertising Objectives Inform • Let the people know. • What the product is. • Where it would be available. • What problem it will solve. • Informative advertising is most widely used in introductory stage of the product because maximum information is given when something is new Eg:- Reliance jio sim
- 6. Relaince Jio Promotion offer
- 7. Advertising Objectives Persuade • Induce people to buy. • As product grows increase in competition. • Advertiser need to give more reasons to lure customers. • To establish superiority of product they follow comparative advertising . E.g.- Pepsodent claim that it fights germs 1.5 times better than other brands, Captain cook salt persuaded consumers by depicting how their salt is better than Tata salt.
- 8. Advertising Objectives Remind • Kind of advertising is widespread with mature products e.g. Amul butter. • Products that are well past with their rapid growth phases. • Advertiser should keep reinforcing the central message. • Get more creative in ad execution for the product liking.
- 9. Advertising Objectives Reinforce • Advertising seeks to convince current consumers that they have made the right choice. • Key benefits and depicting satisfied costumers of the brand. • E.g, Maruti proclaims, “Virtually 2 out of 3 people who go to choose a car end up driving home a Maruti.”
- 11. History • In 1704 The first newspaper advertisement is published in the Boston News-Letter. It was an announcement for seeking a buyer for an estate Oyster Bay, Long Island, NY, US. • The world's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game.
- 12. Types of advertisements • Print – Newspaper – Magazine – Directory – Out door – Transit • Territory – Local – National – International • Media – Television – Radio – Webcasting – Cyber ads – Direct mail – Mobile
- 13. Newspaper Advertisement • Is a product or services advertising that appears in specific section of newspaper under the heading classifying the product or service being offered.
- 18. T.V Commercial • Generally considered the most effective mass- marketing advertising format as is reflected by the high prices. • T.V network charge for commercial airtime during popular events.
- 19. Radio Advertisement • It is a small business advertising. • Radio advertising can be a very effective means to attract customer to some business.
- 21. Online advertising • Online advertising is the newest and fastest growing way to advertise. • The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites.
- 23. Mobile Advertisement • Is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
- 26. National Advertisement • Geographically speaking national advertising’s range is extended to the territorial limits of the country. • The advertiser use the national media to inform the consumer about the product. • The advertiser use the national local or regional language but prefers the national language.
- 29. Brand Advertising • It is advertising with a strong emphasis on the company brand (logo or company name). • Also known as integrated marketing communications (IMC).
- 30. Non-Product Advertisement • This kind of advertisement is advertised from political parties trade fraternal and social group for the purposes of safeguard ideologies, social betterment and institution.
- 32. Celebrities Advertisement • Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements. • There exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.
- 34. Surrogate Advertising • Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. • Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand.
- 36. Public Service Advertisement • Advertisement techniques use to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues such as HIV/AIDS, Political ideology and Energy conservation.
- 38. Case Studies • Mc-Donald’s • Maggi
- 39. MCDONALD’S 1984 OLYMPICS • Sporting events are great opportunities for themed marketing campaigns. • The idea was simple: tap into America’s patriotic spirit by giving out free food to McDonald’s customers when American athlete win medals in certain events • The campaign would be carried out through scratch cards, which were distributed to McDonald’s customers with every item of food or drink they bought at McDonald’s during the campaign. • The scratch card would reveal the name of an Olympic event, and if the US won a gold medal in that event you could claim a free Big Mac, for silver you got free fries and bronze earned you a coke. The slogan was simple: “When the US wins, you win.” • No of medals At the 1984 Summer Olympics in Los Angeles Competitors Gold-83,Silver-61,Bronze-30,Total=174
- 40. MAGGI
- 42. Advertisement used by Companies for social welfare(CSR). P&G
- 43. Advertisement used by Companies for social welfare. Colgate
- 44. Advertisement used by Companies for social welfare ITC (Classmate Note books)
- 45. Advertisement used by Companies for social welfare Google -Internet Saathi • Google India partnered with Tata Trusts and Intel to launch ‘Internet Saathi in July 2015. • Transforming lives of women through digital education with initial role out of program from West Bengal in Purulia district. • Only one third of India’s Online Users are women. • Growth rate of women internet users is only 27 % in rural India. • In the last 10 months, Google India has been active in villages across five states in India, namely, Andhra Pradesh, Gujarat, Jharkhand, Madhya Pradesh and Rajasthan, and is expanding the programme to four new states -- Assam, Tripura, Uttar Pradesh and West Bengal.
- 46. Thanking You. Q & A?