WHAT IS ADVERTISING?

Advertising is a part of promotion mix can be define as: A paid form of Non personal Communication From an identified sponsor Using mass media To persuade or influence audience With a unique message.

TYPES OF ADVERTISING?

Product-Related advertising:in the Introduction stage of a product, where the primary objective is to build demand. Eg. Initial ads of Ujala Neel First time in Liquid Form. Informing customers how to use it & how simple it is.

Informative advertising-This advertising figures heavily

Persuasive advertising- Persuasive Advertising figures

heavily in the Growth Stage of Product Life Cycle, where the companys objective is to build selective demand for a particular brand. Like- AKAI TV ads compared the brand with

6 competitor brands.

This advertising is highly important in the maturity stage of the product to keep the consumer thinking about the product. -Fevicol campaigns act as a reminder form of advertising, bonding Fevicol with consumers as the strongest Adhesive

Reminder advertising-

Trade Advertising- It can classified into two categories:Retail advertising- can define as covering all advertising by store that sell good direct to the consuming public. Example- In & Out promotional techniques of retail outlets. Eg. Wholesale advertising- Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image making techniques used by retailers.

 Area

based advertising:- There are three types of this advertising. They are as followsNational advertising- This type of advertising is to
encourages the consumer to buy their product wherever they sold. Advertising that is done in one nation only. Dabur Ads or Nirma Ads

Global Advertising: Advertising that is carried on for a

company or a product globally. Like- Im loving it was a

global ad released by McDonalds; Loreal Ads featuring Aishwarya Rai.

Local advertising-Advertising that is carried out in a

particular region or market. Like-BRU - Filter Coffee

campaign directed towards consumers in South India.

Manipulative advertising:- "limits free and informed

action It is sort of like convincing customers to purchase something, but it is based on incorrect or inconclusive information. Eg. Most of the Telecom Companies while defining their rates do it.

Surrogate advertising:- The advertisement comes with

the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements. Like- aap, main or Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.

promise something you cannot deliver. For Example- In the fitness industry, you advertise that you guarantee a weight loss of 50 pounds per month with your program. But it is not possible to deliver that to every person who comes into your gym.

Unethical advertising:- Unethical advertising is when you

Covert advertising:- Covert advertising is when a product

or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Top Gun, where Tom Cruise's character wears Ray Ban Aviator sun glasses.

Brand advertising: This advertising helps in the long-term

build up of a brand.

LUX , LIRIL & DETTOL

Classified Advertising: This advertising gives information

dissemination about a sale.

MID-DAY NEWSPAPER or DAINIK BHASKAR classified section.

Promotional Advertising: This advertising informs an

announcement about a sale.

ADIDAS offering 50% DISCOUNT on sneakers.

Advocacy Advertising: This advertising is used to

publicize a particular cause. All the social ads fall into this category.

Drink MORE MILK (TV ad by FCB ULKA for NDDB), SAVE TREES ADS by Govt. of India

Negative advertising:- emphasizes on negative attributes of the competitors product instead of focusing on positive attributes of own products. exp.- Horlicks Vs. complain, Pepsi Vs Thums Up
Puffery advertising:- In these ads superlative degree is

used to create attraction. Example- Gillettes punch line. The Best a men can get.

Financial advertising:- Ads taking only about finance

related things. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is an

unconventional way of performing promotional activities. Usually very funny or subtle, its a great way to promote a business with a low budget and generate buzz. But youll need lots of creativity.

Emotional advertising:- Ads directly hit consumers

emotions. Example- Airtels ad of a little boy with toy phone.

Corporate advertising:-

Burst advertising:-

Ads dont have any above thing or sense but creative ads. Example-Burrrrrr. (Coke)

Silence advertising:-

a commercial with little or no music will be most effective with an elderly audience. If someone is doing other things while watching T.V. and all of a sudden they notice there isn't any sound coming out of the television, their eyes will likely jump up to the television and it's probably at that moment the person will catch a glimpse of a company name, or a logo. Eg. Intel

Challenging advertising:- Ads directly or in directly

challenge other company, brand or product. ExampleBoomer gumlairs, clairs ka baap & luminous ad No.1 here we come.

Spoof advertising:- When we promote our product on

opponents ad strategy. Exp- Pepsi Famous Nothing Official About It in 1996 Cricket World Cup.

Direct advertising:- Aqua sure For demo Call 1800

OBJECTIVES OF ADVERTISING

Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketers offerings.

To inform: This type of advertising is heavily used in the

pioneering stage of a product category, where the aim is to build primary demand.

Ujala commercial, where the ad talks about how different it is from the age old neel by talking about its solution contents and showing how different your clothes look when washed with Ujala.

To Persuade: when the product is in the competitive stage,

where the companys objective is to build selective demand for a particular brand.

Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to use this as a marketing platform.

To Remind: when the product is in the maturity stage. They

are intended to remind people to purchase your bran d.

Thumps up, Coke, Pepsi ads all these ads no more are shown to create awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. These are just reminder ads to keep the brand or the company fresh in the minds of the consumers or have the brand top of mind.

To Reinforce: It seeks to ensure the buyers that they have

made the right choice by purchasing your brand.

Hamara Bajaj advertisements make the owner of the two wheelers of Bajaj proud of their possession by giving it a patriotic positioning

Launch of new product/service:- To inform consumers

about new product launching. exp- Parle Lite barbone.

Expansion of market to new users:- To inform about

companys market expansion. Exp- Beauty Cream for Men

Announcement of product modification:- To inform

about product modification. Exp- Bajaj Pulsar DTSI

Announcement of dealers location:- To inform about

place where the product is available. Exp- Strepsil. Now available in your nearest general store.

Announcement of special offers:- To inform about

latest/special offers. Exp- Dettol combo offer 9Rs off.

To educate the customers:- To tell about what are the

benefits from the product and how to use that. Exp- Aircels Pocket internet.

To create social responsibility:- To make customer

social. Exp- Padhega India tabhi to Badhega India.

Consumer Expectations for Advertising are Changing

From Impression Opting out of non-targeted broadcast advertising Annoyed with intrusive advertising Ignore non-relevant advertising (e.g., banner ads)

.. To Relevence Allow non-intrusive messaging (e.g., branded entertainment) Prefer opting-in (e.g., e-mail newsletters) Require targeting to their needs and profile (e.g., purchase history)

Younger Audiences Are Leading The Shift In Consumption To Online

9% 11%

4% 2% 32%

TV & Home Video Internet Radio Video Games Books

Trends: Overall TV and video still leading Internet surpassing radio and total print Video games close to radio and ahead among males in this demo

14% 27%

Magazine Newspaper

Weekly Share Of Media Usage (Youth aged 12-21) Online HH

Attention is Eroding: 70% of Consumers are Multi-tasking with Multiple Media

While

While

While

watching TV 74% read newspaper 66% go online

reading magazine 59% watch TV

reading newspapers 52% watch TV 50% listen to the Radio

IMPLICATIONS
Increasing emphasis on 360 campaigns that integrate across media Search for new metrics that move beyond audience size to engagement Focus on how traditional media drive traffic online

SPENDS WISE TRENDS IN DIFFERENT MEDIA

Medium

Advertising Market size (2008 estimate)

Growth %

Share %

Advertising Market size (2010 estimate)

Growth %

Share %

TV
Press

8319
9825

17
16

40.2
47.4

10500
9992

26% 2% 34%

44.5 42.3 3.7

Radio
Cinema

662
129

38
24

3.2
0.6

885
118

-9% Outdoor 1419 11 6.8 1441 2%

0.5

6.1

Internet

363

45

1.7

680
87% 2.9 100

TOTAL

20717

17

100

23616

14%

UNCODING THE FUTURE

India being the Youth Nation (34% of the population in the age group of 15 to 35) concentration of advertising is on youth related media
Internet being the most growing medium TV & Radio holds the key Focus is on Cost Per Action rather then Cost Per Impression Trial Purchase is being encouraged Attempting more Consumer Interaction Driving product innovation to maintain leading brands and build deeper relationships with target consumers

SOME FINAL THOUGHTS

Media mix guidelines being re-written in virtually every industry

Many new platforms to entertain and engage the consumer

Marketing/advertising is more measureable, targeted and two-way/interactive than ever before Big new requirements emerging around media and marketing innovations, go-to-market skills, organization and metrics New opportunities for growth and market leadership being created

Careers in Advertising
Its an Ad Mad World

WHY SHOULD YOU OPT FOR A CAREER IN ADVERTISING? Double-digit growth, increased internet & radio penetration and the movement into value-added services like market research and media buying are adding fresh spunk to the advertising world. The Rs. 23616-crore industry is on the Path of recovery from its slump at the beginning of the decade and grew at over 200% by the end of the decase. In fact, the industry has seen double-digit growth for two years in a row. Looking beyond print and television, the new medium like internet & Radio have crossed Rs. 600 Crores & Rs. 800 Crores mark respectively and the conventional medium like Cinema is taking new shapes in the form of Multiplex Branding & In-Cinema Branding.

WHY SHOULD YOU OPT FOR A CAREER IN ADVERTISING?

Over time, mergers and acquisitions have become the norm in the ad industry in order to add value. What was once a fragmented, fractured industry has now seen a lot of consolidation by global biggies like the WPP group, Omnicom Group and Publicis Group. WPP has the largest presence in India, with agencies like JWT, O&M, Rediffusion DY&R, Grey India, Bates Enterprise and Equus Red Cell in its fold.

Some India based groups like Mudra Communication, Madison World & Percept are also competing well with their International Counter Parts

All this only means that there are more career prospects for you if youre looking to join the industry.

CAREERS IN ADVERTISING Advertising agencies handle a broad range of marketing tasks requiring people with experience and ability in overall management and specialized skills. In all agencies, the jobs usually fall into four categories:

Account Management Account Planning Media (Planning and Buying) Creative

WHAT IS AN ADVERTISING AGENCY? An advertising agency:- is an independent organization set up to render specialized services in advertising in particular and marketing in general. Advertising agencies started as space brokers for the handling of the advertisements placed in newspapers. Over the years, the function of the agencies has changed. Their main job today is not to aid media but to serve advertisers. Some the top Ad Agencies in India are1.
2. 3. 4. 5. 6.

JWT previously known as HTA (Hindustan Thompson Associates) LINTAS (Ad Agency of Uni Levers) Mudra Communication (By Reliance Group) O&M (Ogilvy & Mather) Rediffusion D Y & R FCB-Ulka

SKILL SETS REQUIRE IN AN AD AGENCY (EXECUTIVE)

The Executive Department understands client needs, find new businesses and retains existing business, selects the appropriate media, analyses timing and placement of advertisements and negotiates the financial aspects of the deal.

SKILL SETS REQUIRE IN AN AD AGENCY (CREATIVE)

The Creative Department creates advertisements, including the copy or text and the visual elements. It verbalizes and visualizes the specific need of the client.

Tracing the Career Path in

Advertising

WHAT IS ACCOUNT MANAGEMENT?

This department is the link between the client and the agency. This department is responsible for meeting prospective clients and getting business for the company

Tracing the Career Path in Account Management

WHAT IS MEDIA PLANNING & BUYING?

The media department of an advertising agency is responsible for placing advertising where it will reach the right people at the right time and in the right place and do so in a cost-effective way

Tracing the Career Path in Media Planning / Buying

WHAT IS CREATIVE DEPARTMENT?

The creative department of an advertising agency is responsible for Writing, Designing & Producing a suitable advertisement for the brand as per the Client Brief.

Tracing the Career Path for Designers & Copy Writers

EMERGING AREAS IN ADVERTISING

Brand Management Promotional Marketing Image Consultancy Event management Result Marketing

Your Queries