Advertising and Integrated Brand

Management
 Module Outline
• What is advertising, advertising as a communication
process
• Advertising as business process, Types of advertising,
the economic effects of advertising.
• The structure of advertising industry -
• The scope and structure of advertising industry,
Trends
• Trends Advertising and promotion industry,
• The evolution of promoting and advertising
brands
• Fundamental influences on evolution of
advertising industry, Brand entertainment,
• Social, ethical and regulatory aspects of advertising
G S Sreekiran
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Asst.Professor ,AIMS
"Every advertisement is part of the long-term
investment in the personality of the brand.“

David Ogilvy

G S Sreekiran
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Asst.Professor ,AIMS
The war begins..

G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
 Advertisement
• “Advertising is a paid non personal
communication from an identified sponsor
using mass media to persuade or influence
an audience”
• Advertising promotes ideas, goods and
services of identified sponsors.

G S Sreekiran
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Asst.Professor ,AIMS
 Advertisement
• The paid aspect of this definition reflects
the fact that the space or time for an
advertising message must be bought.

• The non-personal component means that

advertising involves mass media (eg. TV,
radio, magazines, newspapers) that can
transmit a message to large groups of
individuals, often at the same time.
G S Sreekiran
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Asst.Professor ,AIMS
 Advertisement
• The non-personal nature of advertising
means that there is generally no opportunity
for immediate feedback from the message
recipient (except in direct response
advertising)

• Therefore before the message is sent, the

advertiser must consider how the audience
will interpret and respond to the message

G S Sreekiran
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Asst.Professor ,AIMS
 Why Advertisement
• Inform people about their products and services.
• To make their brand names familiar to the public.
• To give the company a “personality” which sets
it apart from the others.
• To remind customers about their brands at the
right time and right place
• To tell the public about improvements in
products
G S Sreekiran
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Asst.Professor ,AIMS
 Why Advertisement
• Cost effective method to communicate to a large
audience.
• Create brand image and symbolic appeal for the
brand
• Popular advertising campaigns attract customers
attentions and can help generate sales.
• Example Pepsi – ‘Yeh Dil Mange More’, ‘Mera number
kab aye ga’,
• Idea – ‘What an Idea Sirji!’,
• Mentos – ‘Dimaag ki bathi jala de.’

G S Sreekiran
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Asst.Professor ,AIMS
 Role of Ads
• Information and persuasion

• Introduction of new brand or brand

extensions

• Building and maintaining brand loyalty

among consumers

• Creating an image and meaning for a brand

G S Sreekiran
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Asst.Professor ,AIMS
 Maruti Eeco – Case discussion

• Geographical Segmentation – India

• Demographical – Middle Income Family, Big -
Family
- Prize – 2.86 L – 3.82 L
• Target Group- Middle Income Group
• Product Variants – 5 Seater, 7 Seater (w/wo AC),LPG
• Core Benefits – Big Storage space, Fuel Efficiency, 1200 cc engine,
Design on Indian Road condition
• Positioning – Big Family Car & Multi Purpose Vehicle

Analyze how the ad campaign understands the client and customer

requirement
Agency: Dentsu Creative Impact. Executive Director Creative – Harish
Arora
Advertisement Video
G S Sreekiran, Asst.Prof. AIMS
• Tata Tea – Jago re
• Agency – Lowe Lintas
• Case discussion – Assignment 1

Advertisement Video

G S Sreekiran
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Asst.Professor ,AIMS
 Leading Agencies in India
1. Ogilvy and Mather Limited
2. Mudra communications Pvt. Ltd
3. Lowe Lintas India Pvt. Ltd
4. JWT (Hindustan Thompson Associates Pvt. Ltd.)
5. FCB-Ulka advertising pvt. Ltd:
6. Rediffusion DY&R Pvt Ltd
7. RK Swamy BBDO Pvt Ltd
8. McCann-Ericsson India Ltd
9. Leo Burnett
10. Grey worldwide (India) Pvt Ltd

G S Sreekiran
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Asst.Professor ,AIMS
Evolution of Advertisement

G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
G S Sreekiran
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Asst.Professor ,AIMS
 Evolution of Advertising

• Ancient Greek and Rome signs were used

• 17th century – News papers started appearing
• Invention of printing
• Earlier ads were for books, marriages, new
beverages, travel etc.
• Coffee – England 1652 – through News Paper
• Chocolates and Tea – 1657,58 – through News
Paper
G S Sreekiran
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Asst.Professor ,AIMS
• 16th , 17th ads – Pioneering/Announcing in nature
• 18th Century – Comparative ads
• 1892 – first ad agency in London (Reynell and
Sons)
• Bates – first ad agency in US
• 1917 – American Association of Advertisement
Agencies
• 1920 – Radio started emerging as the powerful
ad medium
• 1941 – TV advertisement broad cast
G S Sreekiran
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Asst.Professor ,AIMS
 Evolution of Indian Advt.

• 1905 – Dattaram and company

• 1926 – JWT
• 1928 – O&M
• 30s – Lever set up ad dept.
• Lever International Advertising Services (Lintas)
• Computer technology changed the entire
spectrum
• Interactive advertisement
G S Sreekiran
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Asst.Professor ,AIMS
Institutions Involved in Advertising

Control Facilitating
Institutions Institutions
Advertising Agency
Government
Advertiser Media
Competition
Research Suppliers

Markets and Consumer Behavior

G S Sreekiran
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Asst.Professor ,AIMS
 Advertising Planning and Decision Making
•Consumer/Market
analysis
•Competitive Analysis

•Role of ads, Sales

force, Price, Promotion,
PR

The •Objective/Segmentatio
communication/Persua n/Positioning
sion Process •Message strategy
•Media strategy

•Facilitating agencies
• Social and legal
constraints
G S Sreekiran
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Asst.Professor ,AIMS
The inside story

G S Sreekiran
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Asst.Professor ,AIMS Source: AAAI Beginner’s guide
G S Sreekiran
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Asst.Professor ,AIMS