Good morning , in next 15 mnts or so, I will be apprising everybody about the Indian Advertising

Industry with the perspective to its creativity and innovation. (CLICK to go slide 2)

Slide 2 - The scope of my ppt would include the following. (WAIT n CLICK to go slide 3)

Slide 3 - Advertising is the delivery of the most persuasive product message at the right time, in
the right place, to the right person, at the lowest possible cost. (CLICK to go slide 4)

Slide 4-22 – Let me show you few hallmark changes in the field of advertising……..

The first ad of gold flake cigarette. They started with the campaign of “wherever you go, they
are good “ . “Quality that is forever”. “For Gracious people”,,,

Zeenat Aman in 1980s

Priyanka Chopra STOP.

Slide 23 Advertising Objectives

Advertising are aimed at achieving few basic objectives…

(CLCK)

To inform: This type of advertising is heavily used in the pioneering stage of a product category,
where the aim is to build primary demand. Ujala commercial, where the ad talks about how
different it is from the age old “neel” by talking about its solution contents .

(CLICK)

To Persuade: To encourage customers to switch to a different brand. Asian paints positions

itself as being a weather guard .

(CLICK)

To Remind: When the product is in the maturity stage, they are intended to remind people to
purchase the brand. Pepsi ads no more are shown to create awareness because people are
already aware of their presence. These are just reminder ads to keep the company fresh in the
minds of the consumers.

(CLICK)

To Reinforce: It seeks to ensure the buyers that they have made the right choice by purchasing
the brand. Hamara Bajaj advertisements make the owner of the two wheelers Bajaj proud of
their possession by giving it a patriotic positioning.

Few Broad Objectives are

To inform consumers about new product launching. exp- “Parle Lite barbone”. (CLICK)

To inform about company’s market expansion. Exp- “India got Talent”. (CLICK)
To inform about product modification. Exp- “new Bajaj Pulsar”. (CLICK)

To inform about place where the product is available. Exp- “Strapsil”. Now available in your
nearest general store. (CLICK)

To inform about latest/special offers. Exp- Dettol combo offer 9Rs off. (CLICK)

To tell about what are the benefits from the product and how to use that. Exp- “Aircel’s Pocket
internet”. (CLICK)

To create social responsibility- “India Padhega tabhi Aage Badhega”. (CLICK)

Slide 25 – Now lets see the process through which these objectives are achieved,

(CLICK)

A= Attracting Attention: It involves attention element of an advertisement which 'catches the eye'
and attract attention. A person is likely to be attracted to advertisements which concerns him
and will be useful for him. In order to attract the attention, it is necessary to provide relevant
information.

I = Moving InterestThis is the second step to consumer's response. It is called "from eye to
mind" or "from attention to interest". All good advertisements start with consumer's point of
interest.

D = creating Desire The main job of advertising is the transformation of an interest into desire in
the consumer's mind for possessing that product. Few methods used for this purpose are -

- Present benefits that the consumer will gain.

- How to use or operate the product?

- Show the troubles that can be avoided by product purchase.

- Use prestige, pleasure and social approval angles.

A = Securing Action: This is very important stage because it decides the success and failure of
advertisement. Complete information including price of the product, quantity, etc., should be
given to help the person to make a purchase decision. (CLICK)

Slide 26 In order to achieve the objectives, the advertisements must have impact on (CLICK)
consumers awareness and attitude. The communication effect on sales may be presented in
the following figure:- (CLICK)

Slide 27 – So one of the basic aim of advertising is to increase the sales,,,,but why do
customers buy the product and how does advertisement help in this….knowingly or
unknowingly consumers do so for (CLICK) these benefits…..

Slide 28 - Objective benefits are tangible, physical and measurable

They lie in the product and are what we get by using it.. Example - “Hawkins pressure cooker
cooks quickest with least trouble and greatest safety” (CLICK)

Slide 29 - These are in the consumers mind

These are perceptions and are what the consumer believes they will get as a result of the
objective benefits.
Example - “ Cooking with Hawkins will make the housewives feel that they are fulfilling their role
as a wife in a better way” ..(CLICK)

Slide 30 – These benefits appeal to the consumers deepest concerns and their basic drives as
individual human beings.

There are only a few of them - power, security, social acceptance, status, greed, survival - and
they are very powerful.
Example - “Owning the beautiful Toyota Corolla car makes them feel special, clearly of a higher
status with a more refined taste” (CLICK)

Slide 31- Naturally, creative advertising facilitates sales promotion. These should be able to
create demand for the product when it is introduced for the first time. Creativity should focus the
attention of the consumer on the product and he must feel the urge to have that product for
same benefit. Some key features of Creative strategy are -

I. Advertising objective: (CLICK)

The purpose of advertising is to help the selling process through communication with
prospective customers. Most advertisements inform as well as persuade. Others try to reinforce
or change existing shopping habits, brand images and usage patterns. The advertising objective
expresses the desired positioning of the product by describing the image of the company.

2. Target audience: (CLICK)

This is of importance to accurate demographic and psychographic composition of target

audience for whom the advertisement is being created. Quantitative data such as age, sex,
marital status, ,income etc. must be supplemented by information about consumer attitude
relating to advertised products. Similarly, information on media, shopping habits and on product
usage must also be gathered.

3. Creative promises: (CLICK)

Next comes advertisement statement of the exact product value that the advertisement will
communicate to potential consumers. The main creative message should aim on brand
advantage to the target audience.

4. Supportive claim: (CLICK)

In order to maintain credibility for his promise, the advertiser must use factual information. No
promise would be accepted by the target audience unless it spells out the specific gains,
consumers would get by purchasing the product service.

5. Creative style: (CLICK)

Evey copy must describe the mood of the forthcoming advertisement or commercial such as
cheerful, dramatic or business like. Creative message give distinct personalities that are
expressed through graphics, sound or music effects.

(CLICK)

Slide 32- PRESENT TREND - Creativity in advertising is now going beyond the expectation of
the viewers, in a positive manner, because of the huge competition in the advertising. The
advertising agencies are trying their best to impress the audience to create desire in their mind
for the particular product. Let me explain some present trends...(CLICK)

Slide 33 and 34 - Women Role - When the Surf Lalitaji campaign was started, it was very
famous. It built a real, middle-class housewife figure, who was price sensitive but also value
aware. She understood the difference between "buying cheap" and -buying value". She was
perhaps India's first advertising created icon reflecting the real consumer.

. But now ladies are used as assertive and arrogant figure.... Importance of ladies in the
advertisings is increasing day by day.....

Slide 35-36 - Kids have played a great role in the advertising, right from the Polio advertising on
the Doordarshan. Their naughty tricks and lack of respectful interaction with the elders in the
advertisings show their growing influence and changing role within the family circle.

Complain about their dirty clothes they tell *Daag Achche Hain'. In the soap advertising lifebuoy
they give us guidance how they are safe in the dirt. If he is sad then only Jalebi made of Dhara
oil can make him happy. (CLICK) They show that at such age also they are saving their money
in the piggy bank and for security they deposit it in the Bank of India

So kids are now taller, sharper and stronger.

Slide 37 – Men in ads - The origin of men in Indian advertising was as a hardworking man with
hardworking brand. Now, we often see a softer and metro-boy. Only bollywood and cricket stars
are given a more important role.

Slide 38 – Animation- Nowadays animations in advertisings are increased due to its favourable
response from the viewers side and are cheaper as compared to brand advertising.

Slide 39 - Visual advertising has good action on our mind because we can see the overall
procedure and can understand it better and faster than the audio advertisings. But there are
such advertisings in the radio and as well as in the television which were successful due to the
effective audio work i.e. jingle or signature tune.
Slide 40 – Cinema as a tool - Compared with TV, advertisings on the big screen escape the
clutter and the TV remote that dishonestly jumps to another programme, the moment TV serial
breaks for a commercial. Cinema is an opportunity to grab attention of the captive audience.
Though, the cinema's reach is lower than TV, in terms of impact it is around "five times higher".

Marketers are viewing movies as a great merchandise opportunity.

The director of KRRISH, Rakesh Roshan, was able to cover 20% of the cost of the movie
through in-film brand placements and merchandise..

The range of jewellery was promoted as the *Tanishq-Paheli collection'. The idea was to use
the association with the movie Paheli to the Tanishq brand.

Tata Safari marked its launch through Ram Gopal Verma’s movie ROAD.

Slide 41 - Safe Conventional Advertising Is The Biggest Risk Of All. It doesn’t get seen. It
doesn’t get remembered. It doesn’t cause any reaction. Safe advertising just lies there quietly,
hoping no-one will notice it. And no one does. The question here is : should we take risk? Yes,
but wisely. Smart businessman take only calculated risks. One can be smart by getting the
basics right - defining target clearly, appealing to the right values, and creating a seamless
fusion of product and user.

Thank you