ADVERTISING

Advertising is a step within the marketing process in which brands produce a

piece of media (called an advertisement, advert or ad) that encourages
potential customers to buy a product or service.

The word advertising is derived from a latin word advertere which means "to
turn towards”.

According to the American Marketing Association, “advertising is any paid

form of non-personal presentation and promotion of ideas, goods and
services by an identified sponsor”.
Evolution Of Advertising
 Pre-Industrial Age (Before 1800s)
• Oral Advertising: Town criers, street hawkers, and market sellers promoted
products vocally.
• Signs & Symbols: Shops used signs, paintings, and symbols to attract customers
(especially for those who couldn’t read).
• Handwritten Notices: Ancient civilizations like Egypt, Greece, and Rome used
papyrus scrolls and stone carvings to advertise goods and services.
 Industrial Revolution (1800s – Early 1900s)
• Mass Production & Print Media: With increased production, companies needed
to advertise their products widely.
• Newspapers & Magazines: First printed ads appeared (e.g., the first newspaper
ad in The Boston News-Letter in 1704).
• Branding Begins: Companies started using logos and slogans to differentiate their
products (e.g., Coca-Cola in the late 1800s).
• Billboards & Posters: Outdoor advertising became popular in cities.
 The Early 20th Century (1900s – 1950s) – The Golden Age of
Advertising
• Radio Advertising (1920s): First radio commercial aired in 1922. Businesses began
using jingles and sponsored radio shows.
• Psychological Influence: Advertisers started using emotional appeals and
persuasion techniques.
• Rise of Agencies: First full-service advertising agencies emerged (e.g., J. Walter
Thompson).
• Television Advertising (1940s – 1950s): The first TV commercial aired in 1941 for
Bulova watches. TV became the most dominant advertising medium.
 The Modern Advertising Era (1960s – 1990s)
• Creative Revolution (1960s): Ads became more artistic and storytelling-driven
(e.g., Volkswagen’s “Think Small” campaign).
• Celebrity Endorsements: Brands began using famous personalities to influence
consumers.
• Market Segmentation: Companies started targeting specific demographics based on
income, age, and interests.
• Direct Marketing (1980s – 1990s): Telemarketing, direct mail, and catalogs became
popular.
 The Digital Age (2000s – Present)
• Internet Advertising (Late 1990s – 2000s): Banner ads, email marketing, and
early search engine ads (Google AdWords launched in 2000).
• Social Media Advertising (2010s – Present): Platforms like Facebook,
Instagram, and YouTube revolutionized targeted ads.
• Influencer & Content Marketing: Brands collaborate with social media
influencers for authentic engagement.
• Programmatic & AI-driven Ads: Automated, data-driven advertising uses AI to
personalize content for users.
 The Future of Advertising
• Metaverse & Virtual Reality (VR) Ads: Brands will advertise in digital worlds.
• AI-Powered Personalization: Advanced data analytics for hyper-targeted ads.
• Sustainability & Ethical Advertising: Consumers demand transparency and eco-
friendly practices.
Five Ms of ADVERTISING
 Mission: What are our advertising objective?
 Money: How much can we spend and ow do we allocate our spending across
media types?
 Message: What should the ad campaign say?
 Media: What media should we use?
 Measurement: How should we evaluate our results?
Advertising Objective
 Informative
Informative advertising is a marketing technique that uses facts to educate customers
about a product or service. It's a way to demonstrate the value of a product and build
trust in a brand
 Persuasive
Persuasive advertising is a marketing technique that aims to convince consumers to
buy a product or service. It uses emotional appeals, logic, and credibility to make
consumers feel a certain way about a product
 Reminder
Reminder advertising is a marketing strategy that aims to remind the audience about
a product or service they have previously shown interest in or purchased. This type
of advertising is typically implemented on various channels like social media, email
marketing, display ads, and search ads.
 Reinforcement
Reinforcement advertising is a type of advertising that aims to reassure customers
who have already purchased a product, and to convince them that they made the
right choice. It also aims to help customers get the most out of their purchase.
Types of Advertising
 Print Advertising  Outdoor Advertising
 Print advertising is a type of  Outdoor advertising is a way to
marketing that uses physical media promote products or services in
to promote products, services, or a public spaces. It's designed to catch
brand. Print ads can be found in people's attention while they're out
newspapers, magazines, brochures, and about.
direct mail, and more.
 Broadcast Advertising  Covert Advertising
 Broadcast advertising is a way to  Covert advertising is a type of
promote products, services, or advertising that's designed to be
brands through television and radio. subtle and blend in with its
It's a type of mass communication surroundings. It's also known as
that uses airwaves to reach large stealth marketing.
audiences.
 Direct Advertising  Public Service Advertising
 Direct advertising is a type of  Public service advertising (PSA) is a
marketing that sends promotional type of advertising that uses
messages directly to consumers. It's commercial techniques to promote
also known as direct marketing. social welfare. PSAs are often short
messages that appear on TV, radio,
and social media. The goal of PSAs is
to change public attitudes and
behaviors towards a social issue.
 Celebrity Advertising  Surrogate Advertising
 Celebrity advertising is a marketing  Surrogate advertising is a marketing
strategy that uses a celebrity's fame technique that promotes a product
to promote a product or brand. It's by using the brand image of another
also known as celebrity endorsement product from the same company. It's
or celebrity branding. used when a product can't be
advertised directly due to legal or
social restrictions.
AIDA Model
 Awareness: Get the customer's attention and make them aware of
the product or service
 Interest: Engage the customer and entice them to learn more about
the product or service
 Desire: Ensure the customer wants the product or service
 Action: Encourage the customer to take action and make a purchase
Advertising Copy
 An advertising copy is the text or content used in advertisements to persuade,
inform, or engage consumers. It includes headlines, slogans, taglines, and body text
that convey a brand’s message effectively.
 A copywriter is a professional who creates advertising content for various
platforms, including print, digital, and broadcast media. Their job is to craft
engaging and persuasive messages that align with the brand’s voice and marketing
goals.

AD Agencies
 An ad agency, or advertising agency, is a business that creates and manages
advertisements for clients. They work with clients to promote their products and
services
Advertising Campaign – Nike’s "Just Do It"
 One of the most successful advertising campaigns in history is Nike’s "Just Do It" campaign, launched
in 1988. This slogan became more than just an advertisement; it evolved into a powerful brand
identity that motivated millions of people worldwide.
 Key Elements of the Campaign:
 Emotional Appeal – The campaign connected with consumers on a personal level, inspiring them
to overcome challenges and push their limits.
 Powerful Storytelling – Nike featured real athletes, from professionals to everyday fitness
enthusiasts, showcasing their struggles and triumphs.
 Strong Brand Messaging – The slogan "Just Do It" encouraged people to take action, reinforcing
Nike’s brand as one associated with determination and perseverance.
 Celebrity Endorsements – Sports legends like Michael Jordan, Serena Williams, and Colin
Kaepernick were part of the campaign, adding credibility and appeal.
 Multi-Platform Reach – The campaign used TV commercials, print ads, digital marketing, and
social media, ensuring widespread impact.
 Nike’s sales skyrocketed from $800 million in 1988 to over $9.2 billion in a decade. The campaign
made Nike a global leader in sportswear, and "Just Do It" remains one of the most recognized
slogans in the world. This campaign proved that simple, powerful messaging combined with
emotional storytelling can create lasting brand loyalty and drive massive business growth.
Advertising Campaign – Pepsi’s 2017 Kendall Jenner Ad
 One of the most controversial failed advertising campaigns was Pepsi’s 2017 commercial
featuring Kendall Jenner. The ad was meant to promote unity and social activism but
instead faced severe backlash for being tone-deaf and insensitive.
 Reasons for Failure:
 Insensitive Message – The ad depicted Kendall Jenner handing a Pepsi to a police officer
during a protest, seemingly solving tensions. Many criticized it for trivializing serious
social justice movements, particularly the Black Lives Matter movement.
 Lack of Authenticity – Instead of genuinely supporting activism, the ad appeared as a
corporate attempt to capitalize on social issues, making it feel inauthentic and
opportunistic.
 Poor Audience Understanding – The campaign failed to resonate with its target
audience, as many young consumers saw it as oversimplifying real struggles and protests.
 Backlash on Social Media – The negative response was immediate, with people calling
out Pepsi for commercializing activism. The ad became a meme, ridiculed for its lack of
awareness.
 Brand Damage – The controversy forced Pepsi to pull the ad within 24 hours and issue a
public apology. However, the backlash affected its brand reputation for some time.
Conclusion
 Advertising is a crucial part of business since it enables companies to engage with
their target market and affect their purchasing decisions. It is essential for raising
sales, promoting goods, and building brand awareness. A well-planned and
creative advertising strategy helps businesses stand out in competitive markets
and build long-term relationships with their customers.