ADVERTISING
Presentation By:
Vikram Deshmukh
ADVERTISING
Advertising is a set of marketing
communications or activities used to influence
and persuade consumers to adopt products and
services.
It is a part of Business Promotion.
It has to be a paid activity.
WHY ADVERTISING IS NECESSARY?
To Get noticed
To Create a Need
To Get Customers
To Gain The Market Share
To Keep Pace with Competition
WHAT MESSAGE IS GIVEN IN AN
ADVERTISEMENT?
Quality
Price
Comparison with Competitors
New Features
MEDIA
Media of Advertisement is nothing but the
vehicle used for communication.
It can be
1. Print
2. Audio
3. Audio-Visual
TYPES OF MEDIA - PRINT
Newspaper
Magazines
Yellow Pages
Others – Posters, Danglers, Leaflets, Brochures
NEWSPAPER - ADVANTAGES
Reach large population in given area
Flexibility in deciding the right place & size
The size can be large enough to communicate the
entire story.
The readers can read it again & again.
Time required for Creation & Release is very
less.
NEWSPAPER – DISADVANTAGES
Expensive
Visibility amongst other ads
Poor image reproduction limits creativity
Short shelf life – 1 or 2 days
All the readers may not be your prospects
Due to penetration of internet the readership is
decreasing
MAGAZINES - ADVANTAGES
Better targeting of Audience – Magazines for
selected target markets
High Reader Involvement – More attention
Better quality paper – Better image reproduction
in colour is possible
Better visibility as one page will have one or two
ads only
MAGAZINES - DISADVANTAGES
Long lead time – Week, Fortnight, Month etc.
Limited flexibility as far as placement & size is
concerned
Space & ad layout costs are higher
YELLOW PAGES
Advantages: Action oriented
Inexpensive
Response Tracking & Measuring
Frequency
Disadvantages: Cluttered pages – Less Visible
Competitors ads
Limited Creativity
Market changes can’t be reflected
TYPES OF MEDIA – AUDIO / VISUAL
Audio – Radio, FM, etc.
Audio-Visual – Television, Internet etc.
Visual – Hoardings, Banner, Posters etc.
RADIO - ADVANTAGES
Universal Medium – Anywhere, Anytime
Narrowly defined segments can be targeted
Possible to create a campaign using sounds &
voices
Rates can be negotiated
RADIO - DISADVANTAGES
Geographically widely spread customers can not
be targeted.
Listeners can not listen again till next release
Interruption in entertainment
It is a background medium.
TELEVISION - ADVANTAGES
Reaches Maximum no. of customers
Regional / Dedicated channels available.
Image building & visual medium. Use of sight,
sound & motion is possible. Hence the impact is
more.
TELEVISION - DISADVANTAGES
Message is temporary
Limited length of exposure – 15-30 seconds
Expensive – Creation, Production & Airtime
Preferred ad slots are generally over sold
Break in entertainment – Often muted by
viewers
OUTDOOR ADVERTISING
Hoardings – Advantages: Hammering, Catchy,
Disadvantages: Expensive, Visibility
Banners – Advantages: Cheap, Wide Reach,
Disadvantages: Short life, Visibility
Posters, Brochures, Leaflets, Danglers –
Advantages: Cheap, Wide Reach,
Point of Purchase – Impulsive Buying
Disadvantages: Short life
INTERNET / WEB
Emails
SMS
Website
Portals – B2B, B2C
Business Networking sites
INTERNET - ADVANTAGES
Reach large audience
No geographical limits
Audio & Visual
Large Content
Testimonials
Free & Paid
INTERNET - DISADVANTAGES
Negative marketing possible by unsatisfied
customers
Customer has to be proactive
Google search may not give prominence to your
links
Useful only in case of internet savvy customers
SELECTION OF MEDIA
Production Capacity
Target Market – Geography
Target Market - Demography
Budget
ADVERTISEMENT MIX
The combination of methods used by the business
for advertising
Different media strategies are used to address
different target markets
OTHER STRATEGIES
Trade Exhibitions
Competitions
Event Sponsorships
Sampling – In-store
CHARACTERISTICS OF GOOD
ADVERTISEMENT
Memorable – Stimulates Viewers
Effective Targeting – Good Concept
Entertaining – Good Copy-writing
Grabbing Attention – Creative, Good Design
Clear & Brief Message about the product or
service
GUIDELINES BY ASCI
Advertisements should not mislead the
consumers.
Nutritional values should be authentic.
Children’s ability to understand should be
considered.
Over consumption of food or beverages should not
be shown.
Advertisements should not undermine the role of
parental care & guidance.
RECOGNISE THESE TAGLINES
The Taste of India
Desh Ka Namak
Yehi Hain Right Choice Baby
Taste The Thunder
Complete Planned Food
Fresh n Juicy
Asali Masale Sach Sach
It’s Different
Khane Ke baad Kuch Meetha Ho Jaye
Jee Lalchye Raha Na Jaye
Thank You &
Best Luck!