ADVERSTISEMENT PROCESS

AND
ADVERTISING SQUARE
PRESENTED BY:
AYUSHI AGGARWAL
ANKIT GUPTA
SOURABH BANSAL
SUMIT KUMAR
GURNOOR KAUR
SHRISHTI AGGARWAL
SANJEEV PAUL
HARPREET SINGH

WHAT IS ADVERTISEMENT
Advertisement (ad) is an efficient and effective technique to

promote goods, services, and ideas. It is a paid form of nonpersonal communication wherein business information is
made available for potential customers.
Advertisement,
is
derived
from
the
Latin
word Advertere which literally means to turn the minds of
towards. Advertisement promotes and supplements
selling of products, services, and ideas to a great extent. The
most interesting part of an advertisement is it carries factual
information with fascinating emotional appeal. Hence,
without a proper advertisement no business can prosper.

FEATURES OF
ADVERTISEMENT

PURPOSE OF ADVERTISING

Advertising is at the front of delivering the proper

message to customers and prospective customers.
The purpose of advertising is to convince
customers that a company's services or products are
the best, enhance the image of the company, point
out and create a need for products or services,
demonstrate new uses for established products,
announce new products and programs, reinforce the
salespeople's individual messages, draw customers
to the business, and to hold existing customers.

ADVERTISEMENT PROCESS
Mass demand has been created almost entirely through the
development of Advertising
Step 1 - Briefing: the advertiser needs to brief about the product
or the service which has to be advertised and doing the SWOT
analysis of the company and the product .
Step 2 - Knowing the Objective: one should first know the
objective or the purpose of advertising. i.e. what message is to be
delivered to the audience?
Step 3 - Research: this step involves finding out the market
behavior, knowing the competitors, what type of advertising they
are using, what is the response of the consumers, availability of
the resources needed in the process, etc.

Step 4 - Target Audience: the next step is to identify the target

consumers most likely to buy the product. The target should be

appropriately identified without any confusion. For e.g. if the product
is a health drink for growing kids, then the target customers will be
the parents who are going to buy it and not the kids who are going to
drink it.
Step 5 - Media Selection: now that the target audience is identified,
one should select an appropriate media for advertising so that the
customers who are to be informed about the product and are willing
to buy are successfully reached.
Step 6 - Setting the Budget: then the advertising budget has to be
planned so that there is no short of funds or excess of funds during
the process of advertising and also there are no losses to the company.
Step 7 - Designing and Creating the Ad: first the design that is the
outline of ad on papers is made by the copywriters of the agency, then
the actual creation of ad is done with help of the art directors and the
creative personnel of the agency.

Step 8 - Perfection: then the created ad is re-examined and the ad is

redefined to make it perfect to enter the market.

Step 9 - Place and Time of Ad: the next step is to decide where and
when the ad will be shown. The place will be decided according to
the target customers where the ad is most visible clearly to them.
The finalization of time on which the ad will be telecasted or shown
on the selected media will be done by the traffic department of the
agency.
Step 10 - Execution: finally the advertise is released with perfect
creation, perfect placement and perfect timing in the market.
Step 11 - Performance: the last step is to judge the performance of
the ad in terms of the response from the customers, whether they are
satisfied with the ad and the product, did the ad reached all the
targeted people, was the advertise capable enough to compete with
the other players, etc. Every point is studied properly and changes
are made, if any.

ADVERTISEMENT SQUARE
It is also known as 360 degree branding i.e. is a branding effort which

tries to include the brand identity into a holistic approach so that the
brand is in touch with and visible to the customers at all the times. Its
all about creating a distinctive brand philosophy which is centered on
consumers. It helps to anticipate all aspects of consumer needs.
Especially when brand is fairly new it needs to be present everywhere to
build a brand image.
360 degree branding is a combination of integrated marketing and web
2.0 usages.
Integrated marketing follows a user centric approach and primarily
focuses on use of online and offline tools to engage and excite
consumers. Integrated communication ensures that message is consistent
throughout
irrespective
of
the
channel.

A web 2.0 usage pays more attention to customer rating and

social media as consumers talk about the brand outside of the

boundaries of the brand
A 360 degree branding has various elements like print, media,
broadcast, email, phone etc
A brand manager has to ensure that each of these elements
should run according to the essence of the brand and the
strategy.
For example: In Social media apart from posting messages,
we can also establish conversation, get a feedback from user,
collect big data, or even manage issues and complaints.
Similarly Public Relation not only covers the press releases or
media gatherings, but it also involves media training for
internals to ensure brand sustainability.

360 DEGREE APPROACH