ADVERTISING

SALEEM AHAMED
SUBMITED BY

PERESENTATION ON

CONTENTS

MEANING DEFINATION WHY DO WE DO ADVERTISING? HISTORY TYPES OF ADVERTISING ADVERTISING THEORIES

Contd

HIERARCHY OF EFFECTS MODEL ACHIEVEMENTS OF ADVERTISING WHAT MAKES IT EFFECTIVE STRATEGY CREATIVITY EXECUTION

Contd

FIVE PLAYERS OF ADVERTISING KEY POINT OF ADVERTISING ADVERTISING REASERCH TOP TEN ADS IDUSTRY OF WORLD TOP ADS AGENCIES OF INDIA WORK OF AD. INDUSTRY

WHAT IS ADVERTISING?

ADVERTISING IS A FORM OF COMMUNICATION WHICH IS USED TO PERSUADE AN AUDIENCE

TO TAKE SOME ACTION WITH RESPECT TO PRODUCTS,IDEAS OR SERVICES.

DEFINATION

ANY PAID FORM OF NON PERSONAL COMMUNICATION ABOUT AN ORGANISATION,PRODUCT, SERVICE OR IDEA FROM AN IDENTIFIED SPONSOR. (Belch & Belch 1998)

WHY DO WE DO ADVERTISING?

Personal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this way Advertising is not as direct as Personal Selling, but you can reach a lot of people

HISTORY

Commercial messages & political campaign displays have been found in ruins of Pompeii &ancient Arabia Lost &found advertising on papyrus was common in ancient Greece & ancient Rome. Traditional wall & rock painting in India. In 17th century Advertisement was started in weekly newspapers in England.

Contd

In 1836 French newspaper LA PRESSE was the first to include paid Advertisement.
After 1920s the Sponsorship throw radio are become popular. In late 1940 &early 1950 this practices are done by commercial Televisions. In early 1950s the Dumont Television Network began modern Practicing of selling Advertisement time to multiple Sponsors

TYPES OF ADVERTISING

Television advertising Radio advertising Infomercials advertising Online advertising Covert advertising Press advertising Billboard advertising

Contd

Mobile billboard advertising Inshore advertising Coffee cup advertising Street advertising Celebrity branding

TELEVISION ADVERTISING

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events.

RADIO ADVERTISING

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device

INFORMERCIAL ADVERTISING

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product

ONLINE ADVERTISING

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers

COVERT ADVERTISING

Covert advertising, also known as guerrilla advertising. when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand,

PRESS ADVERTISING

Press advertising describes advertising in a printed medium. such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base.

BILLBOARD ADVERTISING

A billboard (also called a "hoarding" in the UK and many other parts of the world). IT is a large outdoor advertising structure (a billing board). Typically found in high traffic areas such as alongside busy roads.

MOBILE BILLBOARDS ADS

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes. They can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes

IN STORE ADVERTISING

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store. such as at eye level

COFFEE CUP ADVERTISING

Coffee cup advertising is any advertisement placed upon a coffee cup. That is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia,

STREET ADVERTISING

This type of advertising first came to prominence in the UK. By Street Advertising Services to create outdoor advertising on street furniture and pavements.

CELEBERITY BRANDING

This type of advertising focuses upon using celebrity power, fame, money, popularity. To gain recognition for their products and promote specific stores or products.

ADVERTISING THEORIES

Hierarchy of effects model Means-end theory Leverage points Verbal & visual images

HIERARCHY OF EFECTS MODEL

Awareness Knowledge Liking Preference Conviction Purchase

ACHIEVEMENTS OF ADVERTISING

Domestic market Export market International market Multi-National market Global market

WHATS MAKE AN AD EFFECTIVE?

STRATEGY

ELEMENTS

CREATIVITY

EXECUTION

STRATEGY

Advertiser develops ads to -meet specific objective -target a certain audience -speak to the audiences most important concern.

CREATIVITY

Creative concept is ads central idea Creativity drives the entire advertising field.

EXECUTION
Effective ads are well executed

THE FIVE PLAYERS OF ADVERTISING

Advertiser Advertising agency Media Vendors Target audience

KEY POINT OF ADVERTISING

Advertisement research is the key to determine the success of ad in any country or any region.

ADVERTSING RESEARCH

To improve effectiveness and efficiency of advertise. By implementing deferent methodology such as. Pre-testing (copy testing) Post testing

TOP TEN ADVERTISING INDUSTRY OF THE WORLD

AMEREDIA ARNOLD WORLDWIDE BBDO DOYLE DANE BERNBACH N. W. AYER &SON OGILVY & MATHER

Contd

SAATCHI AND SAATCHI PARTNERSHIP ADVERTISING WIEDEN+KENNEDY TWEET

TOP INDIAN ADS AGENCIES

MUDRA OGILVY AND MATHEW MCCANN ERICSONN REDIFFUSSION LEO BURNETT

WORK OF AD.. INDUSTRY

To see those organization that buy advertising, Owners of media who sells advertising space/time,

Advertising agencies.