Introduction to Advertising

Kruti Shah @ SEMCOM

Aug 2, 2010
 What is advertising?
An airplane puffing out the numbers “007” in the skies right above Manhattan on
the opening day of Tomorrow Never Dies

A hot pink umbrella donning an HDFC bank logo and bobbling up and down as its
holder scurries down a drenched street

A Formula 1 car sporting corporate logos all over its shimmering metallic body

A collegiate Hrithik Roshan drinking Coca-Cola and wearing a Gap tee in a Bollywood
blockbuster

Hawkers calling out their wares in a language laced with grandiose adjectives
 Advertising is…
• Calling public attention to your product
• Demonstrating how you are better than
competitors
• Informing about your product’s unique and
prominent features
• Building an image of your brand
• Blowing your own trumpet
• And much more…
 Advertising defined
• Any paid form of
non-personal
presentation and
promotion of ideas
or products by an
identified sponsor
 Advertising types

Selective-
Brand-building Public service
demand

Tactical
Corporate B2B
-Direct response

National Advocacy Trade

Retail Primary-demand …
Subhead: Redefining steel
Defining the future

Bodycopy: For Tata Steel, redefining steel

has come to mean changing from bulk
production to value added premium
products at globally competitive prices,
optimizing raw material consumption,
managing environment by streamlining
operations and leveraging information
technology for greater market agility. All
this to serve our customers even better.
 The role of advertising
• Seek a response:
– Cognitive: imprint something into the consumer’s
mind

– Affective: change an attitude

– Behavioural: get the consumer to act

The role of advertising
Headline: No dandruff, guaranteed.

Subhead: The first fortifying anti-

dandruff shampoo with active fruit
concentrate

Bodycopy: Proven effective against

dandruff from 1st wash.
Regular usage prevents dandruff
from reappearing.
Puts strength and shine back into
hair.
 It pays to advertise
• Stimulates demand

• Pre-sells products

• Builds a brand

• Reaches large audiences

 But mind the…
• Clutter

• Expense