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Chapter - 8
ADVERTISING
1. Definitions of Advertising
Advertising is a communication process that promotes product, service or event.
Paid form of communication
Requires a well-designed plan.
Should capture the attention of the potential buyers
Promote the sale of a product.
Creative process that involves creativity for bringing out original ideas
American Marketing Association (AMA)
Advertising is any paid form of non-personal presentation and promotion of
goods, ideas or services by an identified sponsor.
2. Etymological derivation
The word ‘advertising’ derived from a Latin word ‘advertere’
A union of two words “ad” and “vertere”
‘ad’ means ‘to or toward’
‘veretere’ means ‘to turn’
Jointly it means to turn (one’s attention) to or towards (something)
The word ‘advertise’ is linked to an old French word ‘advertir’ which means ‘to
take notice of something’
3. Origin and History of Advertising
Cave paintings were the earliest form of advertising
First recognized version of advertising was on Papyrus by Egyptians.
Before 15th century, advertising was in the form of trade marks.
Produced by artisans [Star, moon, tiger on goods like pots and wooden tools]
Town criers and the village drummers used sound to announce messages
Sign boards were used to indicate the availability of products.
The first printed advertisement - ‘Poster’ announced by William Caxton in 1472
17th Century ads began with the advent of newspapers.
In 1920 the advent of radio paved the way for remarkable development in
advertising
1950s - The television became a medium of advertising
1990s- Internet open new horizon for advertisers starting with the “dot-com”
Online ads is a cost- effective medium targeting online audience.
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4. History of advertising in India
The first print advertisement in India James Augustus Hicky’s Bengal gazette
(India’s first newspaper)
[Link] setup on advertising agency in Mumbai
1929- J W alter Thomson initiated professionalism by setting up a shop
5. Functions of advertising
The Major functions of advertising are
1. Informs
2. Educates
3. Creates demand
4. Enhances competition
5. Establishes brand identity
6. Promotes action
7. Improves customer base
1. Informs
Shares details of product’s quality, price, unique features etc.
Eg. SBT’s print advertisement tells about a new deposit scheme
Name of deposit scheme, interest rate benefits etc.
2. Educates
Advertisements carry messages intended for consumer education
Government agencies educate masses with campaigns on consumer rights, safe
drive, literacy, child rights etc.
Educates consumers about price quality and availability of a product.
This social service add advises the public not to consume alcohol while driving.
It cautions them about the after effects of such an act.
3. Creates demand
To create demand for a product in the market
Demand set a favorable climate and acceptability among potential buyers.
Demand induce new customers to notice the product
The merits of the product may be convinced through constant exposure to
advertising.
E.g. The advertising of Idea 3G connection with the cutline “No fooling India”
creates demand for low priced smart phones and 3rd generation networking.
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4. Enhances competition
To encourage competition is another important objective of the advertisement
It helps to compete with or neutralize competitor’s advertising
[Link] brand identity
Developing brand identity is one of the important functions of advertising
Advertisers create and impressive image of the company through campaigns and
striking messages.
Images make the audience loyal to the company or brand name.
The brand loyalty helps to build emotional relationship b/w the audience and
products of such brands.
Increases the chances of consumer’s preferring a particular brand.
6. Promotes action
The purpose of advertising - to attract buyers through a call - to action statement
Advertising encourages the customer to visit a store or website, to contact the
advertiser for more information.
It is an action catalyst.
The ultimate aim of advertising - to persuade an audience into action
The AIDA formula of advertising
Attention - At first the advertising grabs the attention
Interest - Secondly the person becomes interested in the advertising message
Desire - The person is convinced of the claims and a desire to purchase.
Action - The desire leads the person to purchase the product.
7. Improve Customer base
To improve commerce regular user base is needed
Must be able to attract new customers as well as satisfy existing ones
6. Dysfunctions of advertising
1. Product proliferation
Encourages proliferation of unnecessary products
Multiplication of identical products results in wastage of resources.
E.g. Android technology has made smart phones highly affordable, which in turn
made people to leave their old phones aside.
2. Inefficient manufacturing
One competitor reduces the price of a product
Other producers are compelled to reduce prices.
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Then the quality of product is reduced.
Customers are destined to buy low quality products.
3. Tendency to consume
Advertising raises the tendency to consume.
Consumerism - a situation where people buy things even when they are of
limited use to them
4. Promotes Stereotyp es
Depict certain groups or individuals in stereotypes roles.
E.g. Women are portrayed as house wives or mothers whereby demoting them to
a secondary role.
7. What are the different types of Advertisements
Classified in line with the geographic coverage, target audience and purpose.
Geographic classifications – local, national and global advertising.
Target audience - consumer, institutional, industrial and professional
advertising
Purpose - Defined by the nature of the product, service or idea.
Types of advertisements
1. Consumer Advertisement
2. Institutional Advertisement
3. Public Service Advertisement
4. Covert Advertising.
5. Surrogate Advertising
6. Infomercials
7. Classified Advertisements
8. New media Advertising
9. Outdoor media Advertising
10. Transit advertising
11. Display advertisements.
1. Consumer advertisements
Intended for the end user markets (Individuals and families)
Introduces products and services to people for their daily use.
(Automobiles, Household appliances, Electronic devices, Clothes, Books, Movies)
2. Institutional advertisements
Designed to
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Promote the goodwill of a company
Make the public more aware of a company
Improve the reputation and image of an existing company.
3. Public service advertisements
Designed to inform and educate the target audience.
Chief goal - to change public opinion
Seek support to public causes (National integration, De-addiction, Blood donation
and cleaning public places.)
4. Covert advertising
The product name / brand name of a product or brand incorporated in entertainment
programme is subtly showcased throughout the show
E.g. In the movie Minority Report, the lead actor Tom Cruise use Nokia Brand
Idea Star singer.
5. Surrogate advertising
Carried out for such products which are banned from promotional activities
E.g. Cigarettes and alcohols are not allowed to be advertised
So the companies came up with the same brand name, logo and colour scheme,
to indirectly remind people of their products.
6. Infomercials
A kind of television commercial in long format (for 5 minutes or more in length)
Consumer gets the opportunity to see the product on television.
Display, describe and demonstrate products and their features.
The term infomercial combines two words “Information” and “commercial”
7. Classified advertisements
Provide information in a dry matter of fact manner.
The ads are charged by the line and one news paper column wide.
E.g. For sale, W anted, Service needed etc. seen in newspapers.
Cheaper than display advertisements
Messages are short and direct.
8. Classified display advertising
Combined form of classified and display advertisements.
Use colour graphics and pictures to attract the target audience.
9. New Media Advertising
A new form of advertising spreading rapidly
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Uses cell phones, i-pads, Kindles, Nooks and other portable electronic gadgets
with internet connectivity.
10. Outdoor Media Advertising or Out of home (OOH) advertising
Includes bill boards, posters, printed displays and electronic sign boards.
Reaches the consumer when he/she is outside
Remind us about the advertising messages frequently with larger than life
images.
11. Transit advertising
A major classification under outdoor media advertising.
Media are the vehicle
Advertisements can be placed inside or outside the transporting vehicles.
The advertising messages move along with the vehicles to different destinations.
12. Display advertisements
Common type of printed ads
The ads are charged by space
Carry image, headlines, body copy, logo and slogan in a systematic way to
attract the potential consumers
Appear in multiple columns
Colorful
8. What are the components of a display advertisement
1. Image
2. Headlines
3. Sub headlines
4. Body copy
5. Logo
6. Slogan
1. Image
The most eye- catching element of an advertisement
Using pictures of famous people can help make the ad attractive.
2. Headlines
A major aspect of an advertisement
The link between the image and the content
Arouses interest in readers
Short words Indicates the content of the ad Encourages you to read.
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3. Sub-headline
Appears directly under the headline
Text is typically smaller
Gives more insight into the product
Explains the subject matter
Can be the length of a sentence
4. Body copy
Body copy is the main text of an advertisement.
One line or two or a single paragraph.
Words are the most important part of the copy,
5. Logo
The symbolic image depicting the identity of a company
A company or brand does not change its logo frequently
Slogan (Catch line/ strap line/ tagline)
A simple and catchy phrase accompanying a logo
To show the most important facts of the products appeal or the mission of a firm
Makes the company name more memorable
6. Slogan
Simple sentences that indicate the quality or purpose of the brand.
Advertising slogans are also known as slogans, catch lines and taglines.
9. Define Copy Writing
The written content meant to persuade someone to buy a product, inform an idea
or influence their beliefs
Copywriter - An individual who writes advertising materials to be used in
Printed documents and media broadcasts
Promote the sale of goods and offering of services
Create direct mail pieces, taglines, jingle lyrics webpage content online
advertisements, television or radio commercial scripts etc.
10. Short notes on Advertising Agency
An independent business organization that develops, prepares and distribute
advertisements in the media
Buy space in print media and time in the electronic media
Create appropriate messages presentable in media
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Services 15% commission for creation of ideas, market research and
presentation of messages
Departments in an Advertising agency
1. Accounts Department
2. Media Department
3. Creative Department
4. Production Department
11. Organisations Associated with Advertising
1. The Advertising standards council of India (ASCI)
Established in 1985
Committed to the cause of self-regulation in advertising
Ensure the protection of the interests of consumers
Formed with the support of all 4 sectors connected with advertising
(advertisers, advertising agencies, PR agencies, market research companies)
ASCI’s heart and soul- The consumer complaints council
2. The Indian society of Advertisers (ISA)
National body for advertisers
Represents the interests of organizations involved Indian advertising, marketing
and Media industry
3. Advertising Agencies Association of India (AAAI)
The official national organization of advertising agencies formed to promote their
[Link] small, medium and large-sized agencies are its members
Account for almost 80% of the advertising business in the country
Recognized at all forums-advertisers, Media owners and associations
4. Kerala Advertising Agencies Association (KAAA)
An organization of advertising agencies to separated the rights of people forum
the field of advertising in Kerala
Almost 90% of the ad agencies are members.
The first duty of the KAAA to re-establish the dignity of the act agencies in the
state.
Conducts educational and professional programmes in all relative subjects.
12. Trends in advertising
Internet provides many choices with the advent of branded viral videos,
banners, advertorials, sponsored websites, chat rooms etc.
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Advertising uses cell phones, I pads, kindles, Nooks& portable electronic
devices with internet connectivity
Mobile advertising involve use of social media( Twitter & face book)
1. Online advertising or Online Marketing
The delivery of advertisements to internet uses via websites, email interactive
software and mobile applications
Examples of on-line advertising
1. Floating advertisements
2. Expanding ads
3. Wallpaper ads
4. Trick banner
5. Pop-up
6. Pop-under
2. Floating advertisements
A type of rich media web advertising appears uninitiated, superimposed over a
user- requested page disappears after a specific time period (typically 5-30
seconds)
Appear over the webpage (either full screen or in a smaller rectangular window
3. Expanding ads
Expand when uses click on them
Take a long download time
Cause a negative impact on the visitors experience on the page
4. Wallpaper ads
An add which changes the back ground of the page being viewed
5. Trick banner
A banner advertisement that attempts to trick people into clicking by imitating an
operating system message
6. Pop-up
A new window which opens in front of the current one, displaying an
advertisements or an entire webpage
7. Pop- under
Similar to pop-up except the window is loaded or sent behind the current
window.
User does not see it until they close one or more active windows.