M . N . B A D R I N A T H
V I S I T I N G P R O F E S S O RP E S U N I V E R S I T Y & A C H A R Y A C O L L E G E
C E O , S P I L L B E A N S T R A I N I N G A C A D E M Y
B A N G A L O R E
E M A I L : B A D R I @ S P I L L B E A N S . I N
W W W . S P I L L B E A N S . I N
M : 9 7 4 1 8 5 5 7 7 3
Advertising
Contents
What is Advertising
Historical Evolution of Advertising
Role of Advertising
Functions of Advertising
Types of Advertising
Classification of Advertising
Issues and challenges
What is Advertising
Advertising is a paid, non personal communication from an identified sponsor using mass media to persuade or influence an audience
Advertisements – Historical Evolution
1704 – First newspaper Advertisement was published
It was an announcement about a home for sale in Boston Newsletter
1729 – Benjamin Franklin began the advertising tradition. His Philadelphia gazette had a full page of Advertisement.
Advertisements – Historical Evolution
1843 – First full fledged advertising agency opened in Philadelphia
1893 – A cola company got the first registered company trade mark. The company bookkeeper came up with the idea. His name was Frank Robinson. Can you guess the company
Advertisements – Historical Evolution
1916 – Outdoor bill boards were first used in USA
1923 – was a landmark year, when Radios ruled the roost. Radios were becoming a major tool beyond print through which the advertisements were delivered.
1954 – with the advent of color televisions, advertisements grew leap and bounds
Advertisements – Historical Evolution
1981 – Advertising took a new avatar with music TV, jingles and dances
1993 – the year brought Internet to 5 million homes worldwide and changed the way Ad’s were being delivered yet again.
Role of Advertising
• Marketing is a process of business used to satisfy consumer needs and wants through the production of products, Goods and Services
Marketing Role
• Improves the standard of living of an Individual and the economy by generating material consumption
Economic Role
• Informs us about the new and improved products, teaches us how to use these innovations etc
Societal Role
Functions of Advertisement
Provide Product and Brand
Information
Provide Incentives to take action
Provide Reminders and Reinforcement
Types of Advertisement
Types of AD
Brand
Retail or
Local
Political
Directory
B2B
Institutional
Public Service
Interactive
Classification of Advertisement
By target Audience
Consumer
Business
By Geographic Area
Local Area (retail)
Regional
National
International
By Medium
Broadcast
Out of Home
Direct Mailers
By Purpose
Product
Service
Commercial
Non Commercial
Awareness
Classification
Trends and Issues in Advertising
Interactive Advertising challenges
Integrated marketing communications
Globalization phenomenon
Niche Marketing ( User tracking, Customer Profiling, Social media tracking)
Virtual placements ( electronic bill boards)
Crowd sourcing
Consumer Power, relationship marketing
Customization
Topics for the next session
Advertisement planning
Marketing strategy and campaign planning
DAGMAR approach
Questions