Book: Advertising: Principles and Practice , 7th Edition 2007

What is Marketing?

Marketing Mix

What is Advertising?

Functions: - Create Awareness - Provide Information - Brand Image - Persuades people - Provide brand reminders - Provide incentives to take action - Reinforces past purchases and brand experiences

Promotion Mix

HISTORY OF ADVERTISING

1704 1st newspaper ad, seeking buyer for an Oyster Bay was published. 1843 1st Ad. Agency set up in Philadelphia 1882 Advertising of a soap brand was done with a huge budget of 11000 US$. 1893 A famous beverage brand was registered as a trade mark. 1899 J. Walters: 1st agency opens an office in U.K. 1923 1st entertainment program was sponsored by an advertiser. 1947 J .Walter Thompson 1st agency to cross 100Mil $ in billing. 1976 Indian commercial TV launched. 1978 1st TV commercial is launched. 1990 A new Medium Internet is born. 1993 5 million internet users get on line. 1999 Internet advertising breaks 2 Billion US$ mark. 2003 TV show with built in advertising is planned.

www.adage.com

Advertising Appeals
- Informational/Rational Appeal
- Emotional Appeal - Reminder Advertising

- Teaser Advertising
- Combination of Emotional and Rational

Creative Execution
- Humour
- Fantasy - Drama - Slice of life - Right sell/ Straight Sell - Scientific - Testimonial - Combination of above

- Animation - Celebrity

Websites
www.brandchannel.com
www.brandsynario.com www.adage.com www.allaboutbranding.com http://www.adslogans.co.uk http://www.adforum.com http://www.creativeclub.co.uk