Topic:
Submitted by:
1.Divyesh Mistry
What is Advertising?
An advertisement provides information and uses persuasive
language and exciting images to encourage people to buy a
product or service or believe in an idea.
Advertisement is any PAID form of nonpersonal promotion of
ideas, goods, or services by a businesses or sponsor.
The main purpose of advertising is to present its message so
well that the customer will buy the product or accept the idea
presented.
Slogans of some famous ads
Ask for more
Let us make things better
Just do it.
The taste is great.
Take TOSHIBA, take the world.
The main objectives of advertising are
Increasing the usage of a certain product and hence
acquiring more orders.
Creating new customers and increasing brand
recognition.
To obtain feedback from customers regarding a
certain product.
To indicate introduction of new products or
replacement of old ones.
Advantages
Ability to reach a larger audience at a very low cost.
Increase sales and profits reduce the prices.
Help people make decisions.
Make people aware of social problems.
Provide information.
The Limitations of Advertising
Advertising cannot improve a bad product.
Advertising is unlikely to change the mind of a
customer who has already made a purchase
decision.
If you’ve already decided to purchase a PC, would
this change your mind?
Types of advertising
Product Advertising
Three Forms:
Pioneering (informational): tells people what a
product is, what it can do, and where it can be
found.
Competitive (persuasive): promotes a specific
brand’s features and benefits.
Reminder: reinforces previous knowledge of a
product.
Advertisements
1 2 3
4 5 6
Institutional Advertising
Build goodwill or an image for an organization.
Advocacy: states the position of a company on an
issue.
Pioneering Institutional: announces what a
company is, what it can do, or where it is located.
Competitive Institutional: promotes the advantages
of one product class over another.
Reminder Institutional: brings the company’s name
to the attention of the target market again.
Developing The Advertising
Program:
Identifying the Target Audience
Try to get inside the target’s head and understand
how to create a message that he or she will
understand and respond to.
Specifying Advertising Objectives
Do you want to inform persuade, or remind?
Setting Advertising Budget
Objective-Task will be the most effective
How do companies create
advertisements?
Step One: Determine and research a target
audience
Perception of needs and wants
Problems consumers may encounter
Emotions experienced
Current or desired lifestyle
Step Two: Grab the attention of the target
audience
Use emotions that focus on love, belonging, prestige
and self-esteem
Show how the consumer can save money
Make promises of a better life
Solve consumer problems
Use creative and appealing layouts
Step Three: Differentiate the advertised
brand from others
Describe the product benefits
Showcase unique qualities
Illustrate the value and quality of the product
Create an advertisement consumers will
remember
Step Four: Change brand the consumers’
brand preference or habits
If a consumer changes their preference and
begins using the advertised product or service,
the advertiser has met his goal!
Designing the Advertisement:
Advertising Appeal: the central idea of the ad
USP (unique selling Lifestyle: shows a person
proposition): one clear or persons attractive to the
reason why one product is target market.
better at solving a Fear Appeals: shows
problem. negative effects of not using
Comparative product.
Advertising: names one
or more competitors. Humorous Appeals: a way
Testimonial: A celebrity, to break through ad clutter.
expert, or “man in the Slogans and Jingles: link
street” endorses product. the brand to a simple
linguistic device that is
Slice of Life: dramatized memorable
scene from everyday life
Example:
What is “Media”?
Media are the agencies, means or instruments used
to convey messages.
There are two categories of advertising media:
Print Media: Newspapers, magazines, direct mail,
outdoor advertising, directories and transit.
Broadcast Media: Radio and Television.
Traditional Media Choices
Direct Mail
Magazines
Newspapers
TV
Internet
Outdoor
Radio
Print Media
Magazine Advertising
Over 5,000 magazines and special interest publications
Advantages Disadvantages
Easy to target Less Mass Appeal
Read more slowly More expensive
than than newspaper
newspapers Not as timely as
High print quality newspapers
Longer life
Newspaper Advertising
Over 75% of the INDIAN population reads a newspaper.
Advantages Disadvantages
Large readership Wasted circulation
Circulation is The life of the ad
known is limited
The cost is Quality is poor
relatively low Hard to target
Easy to change
Direct-Mail Advertising
Advantages: Disadvantages:
Advertiser can select Low level of response to
who will receive the ad. direct mailings – usually
less than 1%.
Timing of the mailing is
flexible. Costs are high and
getting higher.
Wide choice of sizes and
formats (letters, Many people think of DM
postcard, catalog). as “junk mail” and throw
away without opening.
Coupons or other
incentives.
DM can be used to make
the sale, such as
catalogs or record club
memberships.
Outdoor Advertising
Advantages: Disadvantages:
Highly visible Message has to be
Inexpensive short
Easy repetition of a Audience is
message unknown
Can be Advertisers must
geographically abide by local
tailored to reach government
target markets. regulations to
prevent blight and
traffic hazards.
Directory Advertising
Advantages: Disadvantages:
Yellow Pages Because they are
advertising is kept for a year,
inexpensive. advertisers cannot
Directories are found easily adjust their
in 98% of American prices, advertise
homes. sales or change their
Directories are message easily.
usually kept for a
year until new ones
are published.
Broadcast Media
Television Advertising
Message with sound, action, and color
Advantages Disadvantages
Can be most Highest
creative production cost
People believe Audience size is
what not assured
they see Considered a
Seems more nuisance
personal
Can reach mass
audience
Radio Advertising
Advantages: Disadvantages:
The advertiser can Advertising has a short
select an audience, life span. When the
such as teens, ethnic message is broadcast, it
groups or is gone unless it is
professionals. rebroadcast.
Radio is more flexible
Several stations
than print ads because compete for the same
audience, so advertisers
messages can be must decide which
changed easily. station to advertise on.
Mobile medium that Listeners might become
can be taken just distracted during the
about anywhere, such message and miss part
as shopping, jogging, or all of it.
hiking or driving
Internet
Internet Advertising
Web sites, banner ads,
pop-ups, search engine
and directory listings
Advantages Disadvantages
Utilize visual and Difficult to
audio measure
capabilities
Technological
Interactive
capabilities
Media Costs
Media costs are determined by time or space:
A 30-second television commercial
A half-page newspaper ad
Media costs vary greatly, not just with the kind of
media, but by geographic location.
A newspaper ad in a small town would cost much
less than one placed in the New York Times.
Television and Radio rates vary with the time of day.
To advertise on TV during the hours of 8 p.m. to
11 p.m. costs more than during other hours
because there are more viewers at that time of
day.
Radio rates are higher during “Drive Times”,
which are early morning and late afternoon (“rush
hour”).
Magazine Rates are based on circulation, quality of
readership and production technique.
advertising expenditures by category
(data in millions of dollars)
Outdoor 1,455
Internet 550
Yellow pages 11,423
Newspapers 41,670
Television 42,347
Magazines 9,821
Radio 3,015
Thank you!
