Advertising

Mrs Gopika Kumar

Advertising Communication
Any paid form of non personal presentation of
ideas, goods, or services by an identified sponsor
to its audience, the audience including ultimate
consumers, links in the sales process,
stakeholders, etc. The aim is to inform and
persuade
Players involved:
 Advertiser
 Target audience
 Media
 Advertising agencies
 Other players
Types of Advertising
Sponsor Targeted At Media Preferred Objective Example

Marketer of Individual consumers Print, audio, a.v. Cognitive, affective, Sony,

consumer goods behavioural Samsung
etc.
Marketer to Intermediaries Trade magazines, Encourage them to Manufacture
reseller newsletters, direct stock and promote our rs
marketing product
Marketer of Other than consumers, Business magazines, Travel
business product for business purpose newsletters, D.M Perks,
Durian
Office
furniture

Not for profit Publics Generally print Encourage purchase for Delhi Police,
organizations self use and / or NGO’s etc.
recommend to end user

Retailers End consumers Local media Influence favorable Big Bazar

thinking and action

Govt. Individuals / other General media Encourage patronage Malaysia

groups tourism

Individual Other individuals Local media; web To encourage belief in aRamdev Ji,
particular practice, to Poiticians
alter negative etc.
behaviour, adoption of
socially desired
behaviour, seek political
end
Types of Advertising
 Consumer Advertising
 National Advertising
 Retail Advertising
 Cooperative Advertising
 End Product Advertising
 Direct Response Advertising
 Classified ads
 Advertising to Business and Professions
 Trade Advertising
 Industrial Advertising
 Professional Advertising
 Institutional Advertising
 Non Product advertising
 Idea Advertising
 Service Advertising
 Surrogate Advertising
Functions of Advertising
 Stimulates Demand
 Strengthens other promotion mix elements

 Develops brand preference

 Cuts Costs

 Lower Prices

 Competitive Weapon
Advertising Agency-Meaning
An independent business organization
consisting of creative and business people
who conceive, develop, prepare, produce,
and place advertising in appropriate media
for the principals who are seeking to serve
their target audience through offer of
goods, services, ideas, etc.
Types
 Internal
 Centralized system
 Decentralized system
 In house Ad agencies
 External
 Full Service Agencies
 Media Buying Services
 Creative Boutiques
How adoes a Full Service
Agency work?
Functions of an Ad Agency
 Research:
 Product
 Market
 Media
 Planning:
 Advertising objectives
 Creative strategy
 Media strategy
 Execution:
 Ad. creation and execution
 Contracting media use
 Transmission of ad. material
Organizational chart for a Full
Service Agency

President

VP
VP VP VP
Accoun
Creative Marketing Finance
Executives

Art Copy- Account Sales

Print Media Research Mgmt Accounting Finance
Directors writers Executives Promotion
Work Flow in the Agency
 1. Client – Agency
Meeting

10. Building 2. Advertising

Contact
relations brief finalization
Report

3. Brief to:
9. Monitoring and aCreatives
billing bMedia people

4. Generation of
alternatives
8. Release of
Modificatio a.Creatives
advertisement
n? b.Media plan
If not
O.K.

5. Intra-agency
discussions
7. Production of
ad.

6. Presentation to client
Agency Compensation
 Commission System
 Negotiated Fees

 Percentage Charges
Client-agency Relationship
 Spirit
of real partnership
 No imitation of a Trend

 Great Clients-great friends

 Outsatnding Clients-Risk taking and

experimentation
Assignment
 Visit a Full Service Agency. Interview the account
executives and find out the organizational framework and
what functions each of them perform?
 What is the present system of compensation?
 Does the agency offer all services or sub contract some of the
work?