ADVERTISING

INTRODUCTION TO ADVERTISING AS TOOL OF COMMUNICATION

Objective of lecture
In this we will cover
 Introduction to basic Communication and we will also study
 Process and Advertising as a Tool of Communication

Quotes on Advertising
• The most powerful element in advertising is the truth." – Bill Bernbach
• "What really decides consumers to buy or not to buy is the content of your
advertising, not its form." – David Ogilvy

Advertising as a tool or process important to understand, what thinkers, who have

been forerunner of this industry think about this subject
Advertising truth is important. Truth and honesty can take any print, a very long
way in market. The content of product and advertising can impact the society in a
big way

Advertisings as a Language & content

• “Think like a wise man but communicate in the language of the people” –
William Butler Yeats
• "An idea can turn to dust or magic, depending on the talent that rubs against
it." - Bill Bernbach

Advertising is a force, which rhythms with language of people. Advertising in

society must vibe with language of and culture of people. Advertising is an idea,
which is given to people. It is not only important, for launching product, but even
if sponsors , want to make something popular, as force to change of people in
society, whether it is politics, abstract intangible, thought, which has to come into
force and build ideology of society, advertising can play an important role

Technical aspects of Advertising

• Advertising is an audio or visual form of communication where there is an
identified sponsored with a non-personal message for promoting any idea
or product
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 • Sponsors of advertising are business organizations who want their product to
be promoted for selling.

In advertising, there has an identified sponsor, who must have money and
investment as an option, to promote idea. The message should be non- personal i.e.
Public message taken in interest of public. It should not hurt feelings of people and
rhythm with language and ideology of society, in which people bring up product

Communication concept and meaning

Communication starts with creating a meaning. The meaning has to give an impact
with ethics and culture of society. Values build impact of words and forms the
languages. Language is derived from symbols and they get meaning from signs.
The use of signs and combination of those codes decides behavior of people. The
behavior binds between two individuals to transmit the message
It starts with an idea, where people are communicating in form or shape. The
value and ethics combined in a way cultivates behavior, which is interpersonal. It
means there are two individuals and the two individuals try to decode. The code of
symbols converts into a meaning.

Communication is a system and a technique for expressing thoughts, through

power of speech. Technology has enhanced exchange process through the
multimedia.

Communication builds a system of routes for moving ideas, goods, troops, supplies
and vehicles to create value for two parties.
Communication is a system. Things move from one point to another, may be
transportation system, marketing system or electronic transmission of messages.
People try to connect nodes. The basic beneficiary in market is circuit to decide
transmission of messages. They need to have suppliers, vendors. Vendors would
buy goods from farmers and would give to retailers, who would give to
individuals. Here, communication system is created, where goods are transmitted
from one end to another.

Various communication channels to broadcast advert rising

• Advertising is can be broadcasted through the various communication
channels such as
• Traditional Channel or Classical Channel or
• New or Modern Media

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Traditional or classical media for advertising
The traditional media is the newspapers
• Newspapers
• Magazines
• Television
• Radio
• Outdoor paints
• Direct mails

This traditional communication is promoting advertising for past many years. It

has emerged with evolution of human society, where people have transmitted ideas
and message, through newspapers and broadcasting media. The society is united to
run government, markets and people are trying to imbibe ideology of society
through this media.
The modern form of channels has changed advertising system, in a big way.

The new media is “Search” or blogs, social media, websites. They imbibe text
messages for people. The new way of living in this world, is
Electronic mode or e- channels, which are connecting people all through the global
world and converting this world into an electronic village.
The high technical advanced gadgets used for exchanging message, prices,
products and services so that any end supplier can connect with any other person in
the world to form chain, which is more cheap, convenient and specified to give
benefits to people.

Print media as a form of communication

• Newspapers
• Magazines
• Weeklies
• Monthlies

Printed journals - this is revolution, which has involved quality and authenticity of

advertisement, inspire of e- channels and radio, as a form of communication and
other media of communication
Written communication – through magazines and newspapers is still very powerful
as it is authentic and correct.

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Newspapers have credibility of remitting message. There is no fraud and
misleading of facts, where as the channels which have been out into hands of
people, can give misguided ideas.
The print media is considered most legal and authentic form of advertisement
because information is credible in its form, as it is recorded.

Non commercial entities of communication includes

• Non commercial entities also advertise their services like
• Political parties
• Interest groups
• Religious organizations
• Governmental agencies.
• Nonprofit organizations

Advertising is not only used for commercial gains, but also is needed for non-
commercial entities of society. The political parties, non-governmental
organizations, leader groups and governmental agencies want to take their message
to public, as social form to reform mindset of people. Through this force, sponsors
are not trying to earn profits but they need to unite people to create an ideology.
The movement can be shaped to perform certain task. Here, advertising plays an
important role to arouse feeling of patriotism, loyalty and trust

Advertising as force shaping the society

• Advertising helps in building faith for employees to work for shareholders to
invest.

According to Thomas J Barratt of London - "the father of modern advertising,

“Advertising is important” because, he was a person, who worked for Pears Soap
Company and creatively targeted slogans, images and faces for particular group of
people and has changes business in a way

Thomas J Barratt was father of advertising, who worked on soap and made it
popular and commercial inevitable to target particular group of people.
Advertising is important for targeting because to create impact on whole group is
difficult, and everybody cannot be connected. The sponsors need to decide
functionality of product and value related to product. According to value and
functionality, they need to choose from demographics of society and decide for a
particular group. They can shape mindset of people to use it. The idea cannot
impact whole universe, there will be selected group of people, who will be

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influenced by idea. People need to identify target this group. By this, results can be
seen. By targeting on very large group, efforts can be wasted.

Advertising as form of Internet form 1990s

• Internet from the 1990s has given shape to Online advertising
• Advent of ad server- online advertising has started growing
• Birth to dot-com boom
• Search engine – like Google changed the scene of online advertising

Internet, as a force of revolution, has changed the lives of people and concept of
business in a big way. The dot com revolution has given birth to sites, blogs,
search engines and social media forms, where people are connected. The messages
are instant and feedback is fast
The group formation is for a purpose and can be dissolved easily. The created
needs to spread an idea, and work is finished, people can dismantle group and
frame another to give shape for other idea.
Advertising is changing society in a big way, because internet impacting and
piercing all phases of life. People as child, adult or senior citizens are impacted by
this culture of electronic gadgets, which is giving exposure to larger world.

Interactive advertisement
Interactive and embedded advertisement through social media has became
important through Face book and Twitter
Domain parking - allows placement of ads, driven by pay per click methods
Domain lease methods - name is rented of particular domain to place product idea
on that domain

New concepts of advertisements have emerged, which never existed before to

build interactive forums of social media like Face book is sponsoring
advertisement of many manufacturers and people, who are forming pages on this
media and promoting their products & ideas to connect societies and groups of
people to promote.

Domain parking – if sponsors want to position their products in somebody else,

domain, they pay according to clicks, by which product is seen by number of
people. It is to get product popular on somebody else’s domain, which is popular.

Domain –lease- The name of domain is leased to people, so that it resembles name
of product, like car.com, market.com, stock.com. Here other people, can come and

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position their products according to functionality of word. It can be seen and use
by large number of people.

Purpose of advertising is to raise awareness, to get mega sales and build an impact
to get direct response from people

Commercial advertising media relate

 Wall paintings
 Street furniture
 Billboards
 Web banners
 Telephone screens
 Shopping carts
 Web popup
 Bus stop benches
 In flight advertisements

Internet, print commercial and other media which are non commercial are
important for communication. It is one way of communication. One channel cannot
create large impact, so people use each and every channel. Whether, people are
travelling through flights, railways or roads, every area shows banner to create
silent impact. Every day, they start learning the name and have silent
communication, which makes people close to product or name. After years and
months together, that name becomes very popular in their mind and tries to change
attitude and respect towards a brand.

Publicity and brand

Publicity – unpaid and free advertising, which recommendation from advises.

Brand is used as common noun and brand can be used as language

 Xerox is photocopy
 Kleenex – tissue
 Vaseline – petroleum jelly

Even, people are not paying, for a particular brand; still advertising is done through
public forums, where publicity is given through counselors, advertisers or advisors,
who recommend product for people to use.

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People are experts if product has got value; it gets recommendation from a set of
counselors. Free advertisement is done through media and counselors. Even this
advertising, is not paid but publicity is important for organizations. Here social
research has to be done, so that products become useful for larger segment of
society and can be recommended by people. There are times, when brand becomes
so powerful, that people convert this brand into language. If people want to do
photocopy, of paper then photocopy has gone out as word in dictionary and people
would say it, Xerox this. “Xerox” is a brand for photocopy machine, but Xerox,
now has become language and verb in dictionary of people. In laymen’s language,
it is used as verb or function to complete particular task.
If people want to use jelly to clean their feet, or apply for body, Vaseline has
become a popular name. People don’t remember jelly as product but Vaseline is a
synonymous with jelly.

New Media Approaches for advertising

• Digital video recorders
• e-mail spam

The digital video recorders are DVDs and videos, uploaded on YouTube and social
media,
So that people can get entertainment aspect of and catch message in faster way. To
read literature of 30 or 3 pages, it is boring and tiresome. People don’t have time to
get into written aspects. So videos are a faster way to communicate message,
which may be of two seconds, like teasers coming on Snap chat or Instagram. The
videos can be of three minute to twenty minutes, depending on content or concern,
taken to public.

Email spam is for commercial messages related to product or organizing of some

event, given to larger masses. The customers e are not connected to product, but
people get spasm, because data has been recorded by very big giants and channel
to communicate

Crowd sourcing
• This is impacted by trend of user generated advertisements.
• User-generated ads are created by people, as opposed to an advertising
agency

People are trying to use cloud, as form of storage media where all ads and
information is cloud computed to be given in all forms. The user generated ads are
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created by people, wanting to learn painting or want to conduct classes of painting,
so they will use paints related to companies like Fevicryl. The user generated
workshops and commitments are done for learning and growing society. People
are publishing products, conducting workshops, seminars or making people to
connect, to product for giving demo of product
Companies need put good demos for people so that they can learn how to use that
product.

Crowd sourcing has become important, because data created for particular
segments has come big. People are using channels to promote data, where food,
medicine and fashion blogging has become important. Through blogging and
learning process, people are promoting products related to specialized segments of
industry

In e recent studies conducted by various companies like Deloitte and Google, they
have revealed that people more trust in print media.
Newspapers and magazines, inpite of revolution of online media, are still
considered more authentic source, of any type of information. The advertisements
in newspapers carry a high level of credibility. The print media as form of
communication and advertising plays an important role in managing the mechanics
of society

Communication mix for enhancing advertising the basic communication mix for
enhancing advertising is:
• Public Relations
• Internet
• Mobile communication
• Promotions
• Media
• Memberships

Communication has many forms form and variables which are options of
communication media to frame advertising message for promoting it.

Public relations - relations with public, to deal with customers, shareholders,

investors, competitors. If relationship is of stress, it will go as negative concern in
society. When people work in market, they need to build on positive public
relations to satisfy all stakeholders in societies. These stakeholders would carry
image of respect to far level. Any haltered generated by any group, can make

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product image tarnish in market. The competitors also deserve respect, refinance
and concern for good work
People survive in society and are not supposed to criticize, any stakeholder because
this negative message in interest of society. There are many companies, promoting
good matches and political talks. They
Promote good workshops, where all competitors come together to work for social
cause and concern

Internet as a force is both positive and negative. If internet is used by identified

sources, it carries positive messages for public. The mobile communication has
changed the concept of working, for banking and business, because here,
advertising has become personalized and customized according to customers.
Promotion is related to personal selling, discounts or incentives so that product can
go a long way in society.
The media can be written, verbal, audio or visual. The combination is multimedia,
creating a big impact on society.
Memberships create loyalty, because once advertisers create tribe or community.
The status of people changes to membership for building caring relationship, with
people. The companies and political parties believe in membership. Discounts are
given to people, who become members of particular group or community.

Aim of Communication to make advertising

• Informing
• Reminding
• Persuading people

Communication has a force of informing and persuading people. It can make

product popular. The advertising works through AIDA model. The sponsors need
awareness, interest, desire and action. Buying is not instant. The need is to
convince people. It is step by step process of creating awareness, desire and forcing
people to buy products. Advertising is a long process of hard work of consent
relationship through various channels, so that people build faith of connecting.
Summary of this Lecture
In this lecture we have studied advertising. It can only grow, if communication
channels are accurately and strongly developed. The authentic form of
communication channels can make advertising happen in big way. Advertising can
only survive and become popular to perform, if communication channels are
accurate and powerful. The communication channels need big investment from
investors. They need big investment from people to survive as force of connection,
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whether internet, websites, TV media, print, everything is costly channel, which
require investment. If investment is proper and accurate, then this force can
develop to convey accurate, legal, right and authentic, content for people. The
consent can only be regulated and t can only connect people, if the channels are
strong.
I hope, students must have understood the importance of advertising, as a force,
which can build impact on people. Advertising without communication channels,
cannot play magic in the society
Thank you student

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