EVERY ADVERTISEMENT MUST TELL THE WHOLE STORY,

BECAUSE THE PUBLIC DOES NOT READ THE

ADVERTISEMENT IN SERIES
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ASHISH KUMAR ROLL NO. 13
GASNA M H ROLL NO. 21
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PRESENTATION OVERVIEW
Introduction |
Key terms |
Advertising |
Functions of Advertising |
Media commonly used in Advertising |
Evaluation of Advertisement |
Evaluation of Print Ad |
Evaluation of Digital Ad |
Conclusion |
Discussion |
References |

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INTRODUCTION
Advertisement
An important means to:
Inform and influence
potential customers,
of products & services.
One of the components of promotion.
Promotion is an important elements in the
Marketing Mix.
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Key Words
Marketing |
Marketing mix |
4Ps |
5Ps |
7Ps |
Promotion |
Advertisement |

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Marketing
Marketing is the activity, set of institutions and
processes for creating, communicating,
delivering and exchanging offerings that have
value for customers, clients, partners and
society at large.
American Marketing Association[AMA]

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Marketing Mix is a major concepts in modern marketing and
includes everything that the marketer uses to create a blend that
would influence the demand for its products or services. It is the
Components or Elements uses to attract the potential customer
and for sales promotion.

4Ps: introduced by E Jerome McCarthy
Product, Price, Place, Promotion
5Ps:
Product, Price, Place, Promotion, People
7Ps:
Product, Price, Place, Promotion, People, Physical
Environment, Process




Marketing Mix
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Promotion
An important element of marketing mix
Includes one or more of;
Direct Marketing
Personal Selling
Advertisements
Sales promotion
Publicity
Interactive or Internet marketing

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Advertising
According to the American Market Association,
Advertising is any paid form of non- personal
presentation and promotion of ideas, goods and
services by an identified sponsor.
Advertising is essentially a form of
communication and its basic responsibility is
to deliver desired information to the targeted
audience.
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Functions of Advertising
To communicate product information
To urge product used
To expand the product distribution
To increase brand preference and loyalty
To reduce overall sales cost
Creates new demand
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Media commonly used in Advertising
Print media News Paper, Periodicals
Digital media Radio, T V, Cinema & Outdoor
Others media Direct Mail, Exhibition, Point-
of-sale display aids, Print & Sales Literature
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Evaluation of Advertisement
Print media
Certain widely accepted criteria:
Headline
Creativity
Tagline / Motto
Body
Visual elements/ illustration/ Appeal
Layout
Unique selling proposition
Message Ability to catch and retain readers attention
Simplicity
Clarity of the Message
Sales creation power
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Evaluation of Print ad
Caption Extremely catchy
Creativity Excellent, Strong
Picturisation
Simple Layout
Reinforcement Pencils matching with true natural
colors
Product is displayed in the advert
Ad clearly shows what it wants to convey
Visual elements portrayed very strong
The USP is the message of the Ad
True Color Pencils

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Evaluation of digital ad
Some widely accepted evaluation criteria:

Unique Selling Proposition (USP)
Dramatization
Efficiency in usage of time slot
Message conveyed
Simplicity
Jingle/ background score
Initial attention grabbing element- first mental image of
the advertisement
Lasting impression
Retention
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Evaluation of Digital ad [contd..]
Water Sealant product
National reach
Satirical representation of father and son relationship
The USP of the advertsement is
just one falling drop of water can change your
luck
Very well dramatized
Very efficiently used the time slot
Ad Message conveyed and gets registered in viewers
mind and product too.

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Evaluation of Digital ad [contd..]
No catchy jingle
Background music is divided into three
Lack of initial attention grabbing element
Sequence followed serious, confusing, tensed
and lastly known to audience
Leaves a lasting impression
Very poor script
No connection of the Ad with the product
retention



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Conclusion
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Discussion
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References
Advertising by Frank Jefkin, Daniel Yadin.
Advertising & Sales Promotion by S H H Kazmi
and Satish K Batra
Advertising Management by Manendra Mohan
www.bestadsontv.com
www.youtube.com
http://www.indiatvnews.com/business/india/20-
creative-and-clever-print-ads-7192.html
bladenomics.wordpress.com/2010/02/20/top-
ten-Indian-commercials/
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