PARISHKAR INTERNATIONAL

COLLEGE

PRESNTED BY:BIVASH ROY(B.B.A III SEM)

Bivashroy008@gmail.com

ADVERTISING

+91 9782881425

Vijay Path, Mansarovar (Jaipur)

OVERVIEW

• Wall painting advertisements can be traced back to Indian rock art paintings that date back to 4000 BC.

• Egyptians used papyrus to make sales messages and wall posters.• In June 1836, French newspaper La Presse was the first to include paid advertising in its

pages• The first television advertisement was broadcast in the United States on July 1, 1941.• In India first television advertisement was broadcasted on September 15th 1959.• Public service advertising reached its height during World Wars I and II, it was called

“Killers versus Poets”.

(A Japanese ad from 1806 for a traditional medicine)

HISTORY OF ADVERTISING

“ Never write an advertisement

which you wouldn't want your family to read. 

You wouldn't tell lies to your own wife. 

Don't tell them to mine.”  FATHE

ROF

ADVERTISING

DavidOgilvy

David Ogilvy

David Mackenzie Ogilvy ,has often been called "The Father of Advertising.” David Mackenzie Ogilvy was born on June 23, 1911 at West

Horsley, Surrey in England. He worked as a chef in a hotel and after a year he started selling AGA cooking

stoves, door-to –door. His employer, asked him to write an instruction manual, The Theory and

Practice of Selling the AGA cooker, for the other salesmen . Thirty years later, Fortune magazine editors called it the finest sales instruction manual ever written.

Impressed by this manual  London advertising agency Mather & Crowther offered him a position as an account executive.

MEANING

The word advertising is derived from two Latin Words ‘Ad’ and ‘Verto’.

Ad – towardsVerto – I turnLiterally it means to turn

the people’s attention to a specific thing.

DEFINITION

According to Kotler and Armstrong “Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor.”

“Doing business without advertising is likewinking at a girl in the dark. You know what

you are doing , but no body else does.” - Stewart H. Britt

Claude Hopkins

1930

“Talk to the people who are going To buy your product. This is the first step in any successful campaign” -Claude Hopkins

John Caples

1932

“Accept nothing as true aboutwhat works best in advertisinguntil it has been scientificallytested.” -John Caples

Six Basic

Components

Non-Persona

l Communicatio

n

Using Mas

Media

Reaches Large Audien

ce

Paid

Sponsor Is

Identified

Tries To Persuade

Or Influence

Key Concepts of Advertising

Medium of

Types of

INDIA’S TOP ADVERTISING AGENCIES

• Mudra communications Pvt. Ltd:-  Mr. Madhukar Kamath (Head)

• Lowe Lintas India Pvt. Ltd:-  Mr. R. Balakrishnan(Chairman and CEO)

• Ogilvy and Mather Limited:- Headed by Mr. Piyush Pandey• FCB Ulka Advertising Ltd :- Mr. Anil Kapoor (Managing 

Director and CEO)• RK Swamy BBDO Pvt Ltd:- Mr. Srinivasan K Swamy (Head)

THE FUNCTIONS OF ADVERTISING

• Builds awareness of products and Brands

• Creates a brand image

• Provides product and brand information

• Persuades people

• Provides incentives to take action

• Provides brand reminders

• Reinforces past purchases and brand experiences

TYPES OF ADVERTISEMENT

Retail - Advertisement Classified - Advertisement Non-Product - Advertisement Public Service - Advertising In-Door - Advertisement Out-Door - Advertisement Covert - Advertisement Brand - Advertisement Broadcast - Advertising

National - AdvertisementInternational - AdvertisementCelebrities - AdvertisementInfomercials - AdvertisementLocal - Advertisement Surrogate - Advertising Online - AdvertisingProfessional - AdvertisingIndustrial - AdvertisingMobile - AdvertisingRadio - AdvertisementT.V Commercial

RETAIL ADVERTISEMENT Emphasizes the specific retail outlet as

the place to buy a specific range of brand.

It can be local store advertising in local newspaper.

Is a product or services advertising that appears in specific section of newspaper under the heading classifying the product or service being offered

NON-PRODUCT ADVERTISEMENT

This kind of advertisement is advertised from political parties trade fraternal and social group for the purposes of safeguard ideologies, social betterment and institution.

PUBLIC SERVICE ADVERTISEMENT The same advertisement techniques use to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues such as

HIV/ AIDS, Political ideology and Energy conservation

IN-DOOR ADVERTISEMENT This kind of advertisement provide the best opportunity of putting over a reasoned selling argument. The advertisement are addressed to the reader, listener and viewer at a time of leisure when he or she can observe the message.

OUT-DOOR ADVERTISEMENT

Bill-board and message painted on the side of buildings are common forms of out-door advertising, which is often used when quick, simple, ideas are being promoted.

COVERT ADVERTISEMENT

It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as integrated marketing communications (IMC).

BRAND ADVERTISEMENT

BROADCAST ADVERTISEMENT • .

•Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted.

NATINAOL ADVERTISEMENT•Geographically speaking

national advertising’s range is extended to the territorial limits of the country.•The advertiser use the national media to inform the consumer about the product.•The advertiser use the national local or regional language but prefers the national language.•It can be available in everywhere of country and easily purchased it

INTERNATIONAL ADVERTISING

Advertising a product or service in a country other than where it

originates.

CELEBRITIES ADVERTISEMENT

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.

There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.

Infomercials Advertisement

LOCAL ADVERTISEMENT

• Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand.

SURROGATE ADVERTISEMENT

Online advertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising

ONLINE ADVERTISING

PROFESSIONAL ADVERTISEMENT Advertising

directed toward professionals

such as doctors, dentists, and pharmacists,

etc., who are in a position to

promote products to their

patients or customers.

INDUSTRIAL ADVERTISEMENT

Advertising directed at commercial

business customers. The advertised

products are raw materials,

components, or equipment needed in

the production or distribution of other goods and services.

MOBIAL ADVERTISEMENTIs a form of

advertising via mobile

(wireless) phones or other mobile devices. It is a subset of

mobile marketing.

RADIO ADVERTISEMENTIt is a small

business advertising.Radio advertising can be a very effective means to attract customer to some business.

New Sathi lather House, Bhaiya Pizza, Fhakar rent a car

T.V COMMERCIAL

T.V network charge for commercial airtime during popular events.

Is a generally considered the most effective mass-marketing advertising format as is reflected by the high prices.

DEFINING MORDEN ADVERTISEMENT

• Paid persuasivecommunication

• Uses non personalmass media to reach broad audiences

• Connects an identified sponsor with a targetaudience

WORLD‘S TOP ADVERTISEMENT AGENCIESAd Agencies Headquarters

Ogilvy & Mather Manhattan, USA

JWT(James Walter

Thompson)

New York,  USA

Saatchi & Saatchi New York, USA

Omnicom Group New York , USA

Aegis Group London, United Kingdom

INDIA’S TOP ADVERTISEMENT AGENCIES

• Mudra communications Pvt. Ltd:-  Mr. Madhukar Kamath (Head)

• Lowe Lintas India Pvt. Ltd:-  Mr. R. Balakrishnan(Chairman and CEO)

• Ogilvy and Mather Limited:- Headed by Mr. Piyush Pandey• FCB Ulka Advertising Ltd :- Mr. Anil Kapoor (Managing 

Director and CEO)• RK Swamy BBDO Pvt Ltd:- Mr. Srinivasan K Swamy (Head)

CREATIVE PRINT ADVERTISEMENTS

BOS E N OIS E R ED UC TION HE AD PHO NE S ( DDB SIN GA POR E ad v ertisi n g ag en cy   )

Good Night Mattress(J&J Ad, Shanghai, China)

Protex hand wash (Young & Rubicam New York)

Aquafresh Flexigel

(Callegari Berville Grey, France)

 

Bangalore traffic police(Mudra Group, India)

Timotei hair spray (JWT , France)

LIMITATIONS

Limited capacity

Rigid Unbelievable

Conditional

Advertisement is the life Blood of marketing. Advertising gives companies and businesses the opportunity to build up a brand and an identity. Advertisements help to sell the product as well as the company as a whole. Advertisements make customers aware of the product which benefits them and gives them a reason to invest in it.

CONCLUSION