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Advertising A part of promotion mix
can be define as:
 A paid form of
 Non personal Communication
 From an identified sponsor
 Using mass media
 To persuade or influence audience
 With a unique message.
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Area based
Brand
Corporate
Covert
Comparative
Challenging
Direct
Emotional
Financial
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Product-Related advertising:Informative advertising-This advertising figures heavily
in the Introduction stage of a product, where the primary
objective is to build demand.
MOTOROLA Ads for, explaining how to use them (providing
information).
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Persuasive advertising- Persuasive Advertising figures
heavily in the Growth Stage of Product Life Cycle, where the
company’s objective is to build selective demand for a
particular brand. Like- AKAI TV ads compared the brand with
6 competitor brands.
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Reminder advertising- This advertising is highly
important in the mature stage of the product to keep the
consumer thinking about the product.
-Fevicol campaigns act as a reminder form of advertising,
bonding Fevicol with consumers as the strongest Adhesive
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Trade Advertising- It can classified into two categories:Retail advertisingWholesale advertising-
Reminder advertising-
Retail advertising- can define as covering all
advertising by store that sell good direct to the
consuming public. Example- In & Out promotional
techniques of retail outlets.
Wholesale advertising- Wholesalers are, generally,
not advertising minded, either for themselves or for
their suppliers. They would benefit from adopting
some of the image making techniques used by
retailers.
Retail advertising-
Wholesale advertising-
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based advertising:- There are three types of
this advertising. They are as follows-
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National advertising- This type of advertising is to
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Global Advertising: Advertising that is carried on for a
encourages the consumer to buy their product wherever they
sold. Advertising that is done in one nation only. Dabur Ads or
Nirma Ads
company or a product globally. Like- I’m loving it was a
global ad released by McDonalds
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Local advertising-Advertising that is carried out in a
particular region or market. Like-BRU and AMRUTANJAN
selected campaign directed towards consumers in South
India.
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Manipulative advertising:- "limits free and informed
action."It is sort of like convincing customers to purchase
something, but it is based on incorrect or inconclusive
information.
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Surrogate advertising:- The advertisement comes with
the same music and punch line as the one for the popular
liquor brand telecast before the ban on liquor advertisements.
Like- “aap, main or Bagpiper". This Bagpiper club soda
advertisement, featuring cine celebrities, is similar to the
earlier one for Bagpiper whisky.
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Unethical advertising:- Unethical advertising is when you
promise something you cannot deliver.
For Example- In the fitness industry, you advertise that you
guarantee a weight loss of 50 pounds per month with your
program. You cannot possible deliver that to every person
who comes into your gym.
Covert advertising:- Covert advertising is when a product
or brand is embedded in entertainment and media.
For example, in a film, the main character can use an item or
other of a definite brand, as in the movie Minority Report,
where Tom Cruise's character John Anderson owns a phone
with the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo.
Covert advertising
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Brand advertising: This advertising helps in the long-term
build up of a brand.
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HLL’s ad’s for LUX ,LIRIL, REXONA.
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Classified Advertising: This advertising gives information
dissemination about a sale.
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MID-DAY NEWSPAPER or TOI classified section.
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Promotional Advertising: This advertising informs an
announcement about a sale.
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ADIDAS offering 50% DISCOUNT on sneakers.
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Advocacy Advertising: This advertising is used to
publicize a particular cause. All the social ads fall into this
category.
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Drink, MORE MILK & AIDS AWARENESS ADS by Govt.
Negative advertising:- emphasizes on negative
attributes of the competitor’s product instead of
focusing on positive attributes of own products.
exp.- Horlicks Vs. complain, Pepsi Vs Thumps up
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Puffery advertising:- In these ads superlative degree is
used to create attraction.
Example- Gillette’s punch line. ”The Best a men can get.”
Financial advertising:- Ads taking only about finance
related things. Example- all insurance ads.
Gorilla advertising:- Guerrilla Advertising is an
unconventional way of performing promotional activities.
Usually very funny, it’s a great way to promote a business
with a low budget and generate buzz. But you’ll need lots of
creativity. Example- guerilla ad
Puffery advertising
Gorilla advertising
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Emotional advertising:- Ads directly hit consumer’s
emotions. Example- Airtel’s ad of a little boy with toy phone.
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Challenging advertising:- Ads directly or in directly
challenge other company, brand or product. ExampleBoomer gumlairs, “éclairs ka baap” & luminous ad “No.1 here
we come”.
Challenging advertising
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Burst advertising:-
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Silence advertising:-
Ads don’t have any above thing or
sense but creative ads. Example- Amul Macho “ ye to bada
toing hai.”
a commercial with little or no
music will be most effective with an elderly audience. If
someone is doing other things while watching T.V. and all of
a sudden they notice there isn't any sound coming out of the
television, their eyes will likely jump up to the television and
it's probably at that moment the person will catch a glimpse
of a company name, or a logo.
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Spoof advertising:- When we promote our product on
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opponent’s ad strategy.
Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.
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Direct advertising:- Aqua sure For demo Call 1800………
Advertising, can be used to address several broad
objectives including: building product awareness,
creating interest, providing information,
stimulating demand and reinforcing the brand. To
achieve one or more of these objectives,
advertising is used to send a message containing
information about some element of the marketer’s
offerings.
For better understanding here we will discuss
about some basic and broad objectives of
advertising.
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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
and showing how different your clothes look when washed
with Ujala.
To Persuade: when the product is in the competitive stage,
where the company’s objective is to build selective demand
for a particular brand.
Whirlpool ice magic positions itself as being a quick icemaker
and was the first one of its kind to use this as a marketing
platform.
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To Remind: when the product is in the maturity stage. They
are intended to remind people to purchase your bran d.
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Thumps up, Coke, Pepsi ads all these ads no more are shown
to create awareness or persuasion because people are already
aware of their presence and already have chosen the brand of
their choice. These are just reminder ads to keep the brand or
the company fresh in the minds of the consumers or have the
brand top of mind.
To Reinforce: It seeks to ensure the buyers that they have
made the right choice by purchasing your brand.
Hamara Bajaj advertisements make the owner of the two
wheelers of Bajaj proud of their possession by giving it a
patriotic positioning
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Launch of new product/service:- To inform consumers
about new product launching. exp- “Parle Lite barbone”.
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Expansion of market to new users:- To inform about
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Announcement of product modification:- To inform
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Announcement of dealer’s location:- To inform about
company’s market expansion. Exp- “India got Talent”.
about product modification. Exp- “Bajaj Pulsar”.
place where the product is available. Exp- “Strapsil”. Now
available in your nearest general store.
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Announcement of special offers:- To inform about
latest/special offers. Exp- Dettol combo offer 9Rs off.
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To educate the customers:- To tell about what are the
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To create social responsibility:- To make customer
benefits from the product and how to use that. Exp- “Aircel’s
Pocket internet”.
social. Exp- “Padhega India tabhi to Badhega India”.
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The advertisers are therefore, concerned with their
impact on consumer awareness and attitude. The
communication effect on sales may be presented in
the following figure:Communication Effect on Sales
Awareness
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Attitude
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Trial
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Satisfaction
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Purchases or repurchase
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Hierarchy-of-Effects Models
Purchase
Conviction
Preference
Liking
Knowledge/Comprehension
Awareness
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An advertising agency:-
is an independent
organization set up to render specialized services in
advertising in particular and marketing in general. Advertising
agencies started as space brokers for the handling of the
advertisements placed in newspapers. Over the years, the
function of the agencies has changed. Their main job today is
not to aid media but to serve advertisers. Some agencies areMudra communications Pvt. Ltd,
Ogilvy and Mather Limited,
JWT (Hindustan Thompson Associates Pvt. Ltd.),
FCB-Ulka advertising pvt.Ltd.,
Rediffusion DY&R Pvt. Ltd
Media Planners:-
Once an advertisement is created, it must be
placed through an appropriate advertising media. Understanding the
nuances of different media is the role of a media planner, who looks
for the best media match for a client and also negotiates the best
deals.
Creative Team:-An agency’s creative team consists of specialists in
graphic design, film and audio production, copywriting, computer
programming, and much more.
Researchers:-
Researchers are also used following the
completion of an advertising campaign to measure whether the
campaign reached its objectives.
Account Management:- Within an advertising agency the
account manager or account executive is tasked with handling all
major decisions related to a specific client. These responsibilities
include locating and negotiating to acquire clients
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There are basically four types of ad agencies They
are:
In-house agencies:- An in-house agency is an ad agency
set up, owned and operated by the advertiser. Exp- dabur’s
Ad bur.
 Creative boutiques:- Creative boutique is an agency that
provides only creative services. These specialized companies
have developed in response to some client’s desires to use
only the creative talent of an outside provider while
maintaining the other functions internally.
 Media buying agencies:- Media buying agencies are
independent companies that specialize in the buying of
media, particularly radio and television.
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effective communication requires the message source to
create (encoding) a message that can be interpreted
(decoding) by the intended message receiver. In advertising,
the act of creating a message is often considered the creative
aspect of carrying out an advertising campaign. When
creating an advertising message the marketer must consider
such issues as:
General Message Factors:Characteristics of the Target Audience
Type of Media Used
Product Factors
Overall Advertising Objective
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Message Structure:-
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The Appeal – This refers to the underlying idea that captures
the attention of a message receiver. Appeals can fall into
such categories as emotional, fearful, humorous, and sexual.
Value Proposition – The advertising message often contains a
reason for customers to be interested in the product which
often means the ad will emphasize the benefits obtained from
using the product.
Slogan – To help position the product in a customer’s mind
and distinguish it from competitors’ offerings,
advertisements will contain a word or phrase that is repeated
across several different messages and different media outlets.
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Message Testing:-
The most popular method of testing
advertising for the marketer (or their ad agency) is to conduct
focus groups where several advertising messages are
presented. On the Internet, advertising delivery technology
allows for testing of ads by randomly exposing website
visitors to different ads and then measuring their response.
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These are the various types of Media:Television
:- All visual ads.
Radio
:- Ads on FMs
Print Publications :- All printed ads
Internet
:- pop ups, Flash msg, skyscraper.
Direct Mail
:- Mails etc.
Signage
:- Plan banner, mobile billboard
Mobile Devices
:- Messages on mobiles
Sponsorships
:- sponsoring something
Others
:- Fax, product packing, Print on retail bills
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