THE WORLD OF ADVERTISING

What is Advertising
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.
 Types of Advertising
Area based
Brand
Burst
Corporate
Covert
Comparative
Challenging
Direct
Emotional
Financial
Contd……
Gorilla
Interactive
Manipulative
Negative
Puffery
Product
Retail
Surrogate
Spoof
Unethical
 Types of advertising
 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 pagers, explaining how to use them (providing
information).

 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.
 Types of…….
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

 Trade Advertising- It can classified into two categories:-

 Retail advertising-
 Wholesale advertising-
 Types of…….
 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.
 Types of…….
Area based advertising:- There are three types of this
advertising. They are as follows-

National advertising- This type of advertising is to encourages the

consumer to buy their product wherever they sold. Advertising that is
done in one nation only.  Dabur Ads or Nirma Ads

Global Advertising: Advertising that is carried on for a company or a

product globally. Like- I’m loving it was a global ad released by McDonalds

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.
 Other types of…….
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.

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.
 Other types of…….
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.
 Other types of…….
Brand advertising: This advertising helps in the long-term build up
of a brand.
 HLL’s ad’s for LUX ,LIRIL, REXONA.

Classified Advertising: This advertising gives information

dissemination about a sale.
 MID-DAY NEWSPAPER or TOI classified section.

Promotional Advertising: This advertising informs an

announcement about a sale.
 ADIDAS offering 50% DISCOUNT on sneakers.
 Other types of…….
Advocacy Advertising: This advertising is used to publicize a
particular cause.  All the social ads fall into this category.
 Drink, MORE  MILK (TV ad by FCB ULKA for NDDB) & 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
 Other types of…….
 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 or subtle,
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
 Other types of…….
Emotional advertising:- Ads directly hit consumer’s emotions.
Example- Airtel’s ad of a little boy with toy phone.

Challenging advertising:- Ads directly or in directly challenge

other company, brand or product. Example- Boomer gumlairs, “éclairs
ka baap” & luminous ad “No.1 here we come”.

Corporate advertising:-
 Other types of…….
Burst advertising:- Ads don’t have any above thing or sense but
creative ads. Example- Amul Macho “ ye to bada toing hai.”

Silence advertising:- 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.
 Other types of…….
Spoof advertising:- When we promote our product on opponent’s
ad strategy.
 Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.

Direct advertising:- Aqua sure For demo Call 1800………

 Advertising Objectives
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.
 Basic Objectives
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.
 Basic Objectives
To Remind: when the product is in the maturity stage. They are
intended to remind people to purchase your bran d.
 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
 Broad Objectives
Launch of new product/service:- To inform consumers about
new product launching. exp- “Parle Lite barbone”.

Expansion of market to new users:- To inform about company’s

market expansion. Exp- “India got Talent”.

Announcement of product modification:- To inform about

product modification. Exp- “Bajaj Pulsar”.

Announcement of dealer’s location:- To inform about place

where the product is available. Exp- “Strapsil”. Now available in your
nearest general store.
 Broad Objectives
Announcement of special offers:- To inform about latest/special
offers. Exp- Dettol combo offer 9Rs off.

To educate the customers:- To tell about what are the benefits
from the product and how to use that. Exp- “Aircel’s Pocket internet”.

To create social responsibility:- To make customer social. Exp-

“Padhega India tabhi to Badhega India”.
 Effect of Advertising
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

Attitude

Trial

Satisfaction

Purchases or repurchase
 Advertising Models

Hierarchy-of-Effects Models
  Purchase

Conviction

Preference

Liking

Knowledge/Com
prehension

Awareness
What is an Advertising Agency?
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 are-
 Mudra communications Pvt. Ltd,
 Ogilvy and Mather Limited,
 JWT (Hindustan Thompson Associates Pvt. Ltd.),
 FCB-Ulka advertising pvt.Ltd.,
 Rediffusion DY&R Pvt. Ltd
 Advertising Agency Functions

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
 Types of advertising agencies 

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.
 Creating Message
 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
Contd…….
Message Structure:-
 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.
 Contd…….
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. 
 Types of Media
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 :- Skywriting, Plan banner, mobile billboard
 Mobile Devices :- Messages on mobiles
 Sponsorships :- sponsoring something
 Others :- Fax, product packing, Print on retail bills
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