Bus 323 (Monday Morning Class)

Reflection Paper 1
Topic - Principles of Advertising

Name Student ID Email ID Phone Number

Karan Chadha 300156896 karanchadha99@gmail.com +919805532039

1
 Table of Contents

S. No. Topic Page No.

1. Acknowledgement 3
2. Certificate of Originality 4
3. About Advertising- An 5
Introduction
4. Reflection 6-7
5. Personal Example & 8-9
Conclusion
6. References 10

2
 Acknowledgement

I take this opportunity to express my profound gratitude and deep

regards to Professor Syed Wajih for his exemplary guidance and also
for explaining us the basic concepts of the subject which helped me
throughout this assignment. I got to learn a lot of things while
completing this assignment; and related my experience as an intern, and
my learning from previous courses with the concepts taught by the
professor in this great two-weeks time.

3
 Certificate of Originality

 I have used my own words.

 I have not copied.
 I have not plagiarized.
 I have cited all the sources from wherever adapted.

4
 Introduction
In this reflection paper, I'll be covering the aspects of Advertising taught
by Professor Syed Wajih, and what I've interpreted out of what he's
mentioned in class; and also how his teaching has changed my
perceptions about the topic. Towards the end I would relate my personal
experience as a marketing intern at ONE BCG and what more I could've
applied during that time - analyzing what I did right and what I did
wrong.
Advertising is a marketing tactic involving paying for space to promote
a product, service, or cause. The actual promotional messages are called
advertisements, or ads for short. The goal of advertising is to reach
people most likely to be willing to pay for a company’s products or
services and entice them to buy. As said in class, it consists of “Any
paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor.” The basic functions of any form of
advertising are: Identification, Information, and Persuasion; and its key
components include Strategy, Message, Media, and Evaluation; all of
which describe their importance of existence.
A great advertiser needs to be not just efficient in his/her work, but
he/she also needs to be ethical. Indeed, one needs to use certain tactics in
order to be able to sell their product/service, but with those skills and
tactics, it is very important to be genuine and not make fake promises.
As our marketing Professor and Dean of UFV India, Dr. Shyam Vyas
always points out, "A great marketer makes tall promises, but knows
very well how to always keep them."

5
 Reflection
The course BUS 323 - Introduction to Advertising, seemed an
interesting one as I was seeing the blackboard app and all my upcoming
courses. I went through the course outline and learned what I'm going to
add to my knowledge and experience through the course. Being the
lifeline of every business, it is deemed very necessary to be aware of the
fundamental concepts of advertising and the processes it follows as a
business person.
In our first session, our professor gave a brief introduction to advertising
and the course, and asked every student for the same one by one. Most
professors don't do so and thus from the first few minutes of the class, I
knew that these classes were going to be very interactive. The professor
gave us an overview of Advertising in the first lecture, and also gave us
a couple of trailers of good advertisements in the class. We were told
about the different aspects of advertising - that it's consumer oriented to
begin with, and it includes communication of information along with
unselfish persuasion through goods, services or ideas (satisfying
customers' needs). Advertising is usually product oriented, and is the
old school way of going around things. Then there came an interesting
principle that showed how advertising evolved from the previous
century. The Professor then explained to us the advertising process in-
depth and step by step towards the end of the session which I found very
interactive and knowledge-bearing.
The second class in the second week of college was even more
interactive. The professor engages each and every student in the
discussion and doesn't just read off the presentation slides; which makes
learning more efficient. I learnt about many new things and new terms
and about the reasons why people deem advertising so important.

6
I could easily relate the concepts to my day-to-day life and that
whenever a buyer sees utility in a product shown in an advertisement,
he/she definitely buys. There should be credibility of the advertising
brand and the customer should be content and confident with buying
from the particular brand. Time relevance is also very important.
Moreover, a buyer buys when he sees that the product offers him/her
novelty, explains benefits, creates excitement and anticipation and when
the buyer can tell stories about it to his/her close ones. Another concept
which was taught was the concept of "neuro-marketing" which means
"They are watching". They, here refers to market researchers who study
customers' buying behaviours.
The first case presentation was also based on the concept of neuro-
marketing - which helped me to better understand the concept and its
importance. Technology advancements were also discussed. The
professor showed us many influential and result-bearing ads such as the
Apple ad of 1984, Bisleri and Godrej's ads, etc. which were very
interesting.
The most important topics, in my opinion, were the principles taught to
us - which included being true to your customer and other aspects as
well.
Thus to sum up, in these two weeks I've learnt many new things about
advertising, and have brushed up on some concepts taught in the
prerequisite course (BUS 120 -Essentials of Marketing). Many of my
perceptions about things have taken shape and I'm grateful to Professor
Syed Wajih in every sense for imparting his great knowledge and I hope
to experience more during the coming weeks.

7
 Personal Example & Conclusion
To relate with the concepts of the course, I decided to take the example
from my personal experience of working as a Marketing Intern at ONE
BCG, Mohali - which is a global software consulting and IT services
firm, founded in Sydney, Australia in 2000. They offer integrated
business solutions that enable clients to optimize their business with
greater efficiency and increased responsiveness. My job was to update
and improvise ONE BCG's websites - including their main website, their
every product website, their accessibility website, etc. We (the interns)
were also required to implement ads for their Facebook and LinkedIn
page - which is the main concern I'm going to be sharing in this
reflection paper. During the internship's first week, I was given
theoretical and in-class demos on how to build effective ads and what
attracts B2B clients (as ONE BCG is a B2B company.) I came to realize
that the most complex thing is to understand a customer and convince
him/her through your visuals, ads, and creativity. Every person is
different and difficult to convince in ways only practical experience can
teach oneself. For example, there are visuals that may seem appealing to
one, and to the other it may not even be eye-catching at all. Keeping
apart these things, I would like to relate the advertising part with the
lessons taught in class.
When I used to research in order to develop new ads, there were some
set things that I always had to put across in them; for example,
explaining about what the ONE BCG were as a company and what
recruitments they were looking for. But, there's certain protocol that an
advertiser needs to follow - an advertiser can be anything, but a promise-
breaker. I always kept in mind to never make and show any fake
promises, and even if the calls weren't being converted into a sale, I
made sure to never allure the customer by offering something which I
8
knew wasn't possible. That's what the Golden Rule of Selling too, as
taught in BUS 227 says : “Do unto others as you would have them do
unto you.”

9
 References
https://www.shopify.com/encyclopedia/advertising
https://onebcg.com/

10