Definition

Any paid form of non-personal presentation and

promotion of ideas, goods and services through mass
media such as newspapers, magazines, television or radio
by an identified sponsor
------- Philip Kotler


Advertising is a form of communication for marketing and
used to encourage, persuade, or manipulate an audience
(viewers, readers or listeners; sometimes a specific group) to
continue or take some new action
------- Wikipedia

History
4000 BC

Street callers, town cries

Papyrus Egypt, Greece, Rome

Rock art, Wall paintings - Asia, Africa, and South
America

Handbills and posters plays, recruitment for
military






Pictures of ancient ad
Functions of Advertising
Inform function

Persuasive Function

Convincing Function

Reminder Function

Reinforcing Function



Advertising Planning

What do i want my advertising to
accomplish?

Whom should my advertising speak to?

What should my advertising say?

Where should I place my advertising?
5 Ms of advertising

5
Ms
Money
Mission
Message Media
Measure
ment
Advantages of Advertising
Generate sales

Increases brand awareness

Sharing information, educating people

Helps create goodwill

Knowledge of competitors

Cost effective method to communicate to mass
audience


Costly Functions

Increases the cost of the commodity

Misleading claims

Disturbing ethics and culture

Establish Monopoly- Small industries suffer

Influences purchasing power/Creating unrequited
desire

Misuse of advertising
Medias used in Advertising
Print Advertising

Guerrilla Advertising

Broadcast Advertising

Outdoor Advertising

Direct Advertising

Cell phone and Mobile Advertising

Online Advertising



Shock
Advertising

Surrogate
Advertising
Shock Advertising


Shock advertising or Shockvertising is a type
of advertising generally regarded as one that
deliberately, rather than inadvertently,
startles and offends its audience by violating
norms for social values and personal ideals.


They include lewd or tasteless sexual
references or obscenity, vulgarity, brutality,
nudity, gruesome or revolting scenes, or
violence


Features
Huge Impact On Consumer Purchases

Brand Image: This Impact May Be Positive Or Negative

Shock advertising is not for everybody.

Shock advertising creates curiosity

Brands And Government Organizations Are Using Shock

Advertisements In India
Axe
Zatak
Denver Deo
Amul Macho
Cancer Society Of India Etc

Pics

Surrogate Advertising: Softly
promoting hard products
Surrogate advertising of products is done by
promoting other products under the umbrella of
the original brand.

It includes promotional products like audio Cds,
Cassettes, Apparels etc.

Bagpiper : Club soda
Imperial Blue : Music CD's 'Men will be men
Royal Challenge : Golf accessories, music CD's
and mineral water.






Advertising Campaign
A coordinated series of linked advertisements with
a single idea or theme.

Broadcast through several media channels.

It may focus on a common theme and one or few
brands or products, or be directed at a particular
segment of the population.

Successful advertising campaigns achieve far
more than the sporadic advertising, and may last
from a few weeks and months to years.
Bubbles the Pears' Soap
Advertising Innovation
19
th
century

Thomas Barratt- "the father of modern
advertising

"fine art" used to connote the
brand's quality, purity (ie untainted by
commercialism) and simplicity
(cherubic children).

""Good morning. Have you used
Pears' soap?"

Pears Annual

"Miss Pears

LUX 20
th

century
Celebrity
endorsement

Calendar's

Cash Prices

soft, youthful,
lovely, feminine

Coca cola Advertising
Campaign
London Olympics
Public Service Initiative


Conclusion
Attracting customers

Builds brand loyalty

Build sales

Improving the Bottom Line



Thank you !