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hapter 1: Introduction
What is Advertising?
Is a Multi dimensional activity.
It is a mega business by itself.
Is a form ofcommunicationused to
encourage orpersuadean audience
(viewers, readers or listeners)
to continue or take some new action.
Major players Advertisers,
Media,
Ad agencies,
Service providers.
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
Mass medias
hapter 1: Introduction
hapter 1: Introduction
What is Marketing?
hapter 1: Introduction
Advertise
rs
Ad.
Agency
The
service
providers
Advertise
Media
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
CHARACTERISTICS
- Press Advertisements
1930s
1940s
1950s
Ads in 1950s
hapter 1: Introduction
CHARACTERISTICS
1960s
1970s
-Media boom
-Special magazines
-Asian advertising congress at New Delhi
-Life-style studies
-Positioning
Ads in 1960s
Ads in 1970s
hapter 1: Introduction
CHARACTERISTICS
1980s
1990s
-Niche magazine
-Emphasis on direct marketing
- Satellite TV
-FM radio
-Emphasis on brand equity
-Ads training facilities
-Consumer satisfaction studies
Ads in 1980s
Ads in 1990s
hapter 1: Introduction
CHARACTERISTICS
- Indias First Advertising and Marketing
gallery
-Media buying industry sprung up
-Online advertising
hapter 1: Introduction
Advertising in INDIA
hapter 1: Introduction
Advertising in INDIA
Economy aspects of advertising in India:
- 5 levels of spending power:
Very rich, Consuming class,Climbers, Aspirants and Destitute.
- Urban and Rural population
- It adds Psychic Values to the products- ex: car- luxury look, dis
hapter 1: Introduction
Advertising in INDIA
Economy aspects of advertising in India:
- It also has great effect on Demandex: change in technology, social changes, etc,.
hapter 1: Introduction
Advertising in INDIA
Demography aspects of advertising in India:
hapter 1: Introduction
Advertising in INDIA
Cultural aspects of advertising in India:
Cross cultural advertising effects everything we do.
Language is very important in the advertising campaign.
Colors, numbers, symbol, images. Also important.
Family oriented, hierarchical, religion, ..
hapter 1: Introduction
Advertising in INDIA
hapter 1: Introduction
Advertising in INDIA
Social and ethical aspects of advertising in India:
hapter 1: Introduction
ROLE OF ADVERTISING
Explicit Role of Advertising :
Demand curve
Product Differentiation
hapter 1: Introduction
ROLE OF ADVERTISING
Indirect Role of Advertising :
- Efficiency of production & distribution
- Lowering the prices,
- economic well being
- improvements in product quality
- finally in its contribution to national income
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
hapter 1: Introduction
Product - Packaging
- It is an important part of marketing mix.
hapter 1: Introduction
Price
hapter 1: Introduction
Distribution (Place)
hapter 1: Introduction
hapter 1: Introduction
Feedba
ck
Respon
se
RECIEV
ER
hapter 1: Introduction
con
hapter 1: Introduction
con
hapter 1: Introduction
KINDS OF ADVERTISING
Kinds of
Advertisin
g
Target
Audience
Consume
r
Produ
ct
Servic
e
Pione
er
Competiti
ve
Retenti
ve
Geograph
ical area
Medium
Business
Industri
al
Trade
Professio
nal
Agricultur
al
Purpose
Public
relation
Public
service
Financi
al
hapter 1: Introduction
KINDS OF ADVERTISING
Target Audience
KINDS OF ADVERTISING
continued.
KINDS OF ADVERTISING
continued.
KINDS OF ADVERTISING
continued.
Pioneering advertising
Competitive advertising
KINDS OF ADVERTISING
continued.
KINDS OF ADVERTISING
continued.
2. Business Advertising
- It is much smaller and concentrated in trade and business
publications and technical magazines. Even direct mail is
used as a media.
- Four types:
a. Industrial advertising
b. Trade advertising
c. Professional advertising
d. Agricultural advertising
KINDS OF ADVERTISING
continued.
KINDS OF ADVERTISING
continued.
KINDS OF ADVERTISING
continued.
hapter 1: Introduction
KINDS OF ADVERTISING
KINDS OF ADVERTISING
continued.
Geographic Area
- Ads on local neighborhood stores, mass retailers, services,
office, etc..
-
hapter 1: Introduction
KINDS OF ADVERTISING
KINDS OF ADVERTISING
continued.
Medium
- Based on which the advertisement is carried
-
hapter 1: Introduction
KINDS OF ADVERTISING
KINDS OF ADVERTISING
continued.
Purpose
- On the basis of objectives it seeks to achieve.
- Mostly ads try to improve the market shares, sales of
products and services.
- They even try to create an awareness about the product,
remind the audience repeatedly, promote ideas, social
causes.
KINDS OF ADVERTISING
continued.
Other types
- Institutional and corporate advertising
KINDS OF ADVERTISING
Other types
- Public relations advertising
continued.
KINDS OF ADVERTISING
Other types
- Public service advertising
continued.
KINDS OF ADVERTISING
Other types
- Financial advertising
continued.
Kinds of
Advertisin
g
Target
Audience
Consume
r
Produ
ct
Servic
e
Pione
er
Competiti
ve
Retenti
ve
Geograph
ical area
Medium
Business
Industri
al
Trade
Professio
nal
Agricultur
al
Purpose
Public
relation
Public
service
Financi
al