Impact Of Technology In The

Field Of Advertising

-PRANAY KALYAN GOUD

Advertising- Definitions and Implications
Meaning & Definition of Advertisement According to Philip Kotler , “ Advertising is
any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an
identified sponsor.” In simple words , “ Advertising is a means of informing and
communicating essential information.”

Features:
1) Non Personal in Nature
2) Identified Sponsor
3) Persuasion is the goal
 INTRODUCTION
● This section covers the need to identify the scope for companies to use technology as a part of
their advertising campaign and the potential ways to monetise the advertising technology
conjuncture.
● Companies have their prowess spread in different domain areas like Finance, FMCG,
Technology, Consulting and various manufacturing and selling activities. However, it is
important for a company to project itself in the right manner and communicate its purpose for a
larger set of audience- The end consumers. It is the image and the company positioning that
affects the purchase of the product.
● Marketing is all about creating, communicating and delivering goods of superior value to the
end consumer. Therefore it is necessary to communicate the right way and make the content the
most impactful.
Research Objectives

The primary objective is to identify and analyse various marketing avenues that can be
explored through technology in FMCG sector. The research paper is also trying to gain
insights on the advertising efficiency in the FMCG sector by using case study analysis.
Research Questions
Literature Review
• Research Problem
Introduction •
•
Objective
Organisation of dissertation

• Concept of Advertisement
LiteratureReview •
•
Definition of 'Advertising
Theories of advertising

• Samples and Populations

Research Methodology •
•
Data collection
Research Conducted

Analysis of FMCG
Advertisements

Discussion and Conclusion

Research Methodology
Data Analysis & Results
Key Findings
Theoretical Implications & Managerial Implication
Limitation of the study & Future Research
Marketing Communications
The means and modalities deployed for creating visibility such as;

● Advertising,
● Direct Marketing
● Personal Selling
● Marketing Material Such As Posters, Brochures, Leaflets;

are known as marketing communications.

Theories of Advertising
Linear information processing theories of communication and persuasion

● Cognitive Psychology
● Information processing between Humans and computers

Message models
● Subliminal messages impact consumer buying behaviour

Hierarchy of effects

● Consumer resistance is broken when the advertising effects increase

AIDA and DAGMAR
Attention -> Interest -> Desire -> Action

Awareness -> Comprehension -> Conviction -> Action

If we draw parallels between both models, we understand that DAGMAR evolved from
the AIDA approach.

AIDA is based on customer behavior whereas DAGMAR is based on customer

comprehension.
Types of digital advertising technology
CAPTCHA Advertising

Group Buying - Eg: Groupon

Promoted Tweets

SEO/SEM

Geolocation based Marketing and Advertising

iAd
 Analysis Of
Advertisements In FMCG
Sector
Pepsi Advertising Strategy
References links
T h a n k Yo u !