Welcome to Curriculum Night!PRIYANKA NAIR

Chapter 1AN INTRODUCTION TO ADVERTISING

Our Goals

Our Goals

The campaign is promoted through numerous promotional media like print, television, outdoor, internet, direct marketing, public relations and special events in locations like London, New York, Paris, Zurich, Amsterdam, Dubai and Singapore

INCREDIBLE INDIA

Our Goals

Our Goals

Our Goals

Our Goals

Our Goals

Our GoalsTHE GENESIS OF ADVERTISING

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe.

Bill of sale for a donkey

Our GoalsTHE GENESIS OF ADVERTISING

Advertising flyer from 1806 for a traditional medicine called Kinseitan.

This is one of the oldest advertisements of Japan. It is of edo period time- the period between 1603 and 1867

Our GoalsTHE GENESIS OF ADVERTISING

• Thomas J. Barratt from London has been called "the father of modern advertising". Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, ""Good morning. Have you used Pears' soap?" was famous in its day and well into the 20th century. Under Barratt's guidance, Pears Soap became the world's first legally registered brand and is therefore the world's oldest continuously existing brand.

• An advertising tactic that he used was to associate the Pears brand with high culture and quality. Most famously, he used the painting Bubbles by John Everett Millais as an advertisement by adding a bar of Pears soap into the foreground. Barratt continued this theme with a series of adverts of well groomed middle-class children, associating Pears with domestic comfort and aspirations of high society.

Our GoalsMarketing is a composite of many activities right from identifying consumer needs and wants to fulfilling them.

The American Marketing Association defines marketing as, the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and service to create exchange that satisfies individual and organizational objectives.

For marketing to be effective it requires successful coordination in all of these activities at different level in organisation.

Marketing is not limited to the exchange of tangible goods, but can be for various types of entities- goods, services, places, events, properties, organisations, information, experiences and ides!

WHAT IS MARKETING?

Our GoalsA marketer’s job is to build a marketing program to achieve a company’s objectives. For this, he performs various marketing activities and these activities can be classified into 4 general categories i.e.

PRODUCTPRICE 4 Ps of MARKETINGPLACEPROMOTION

PRODUCT: this includes all activities related to the conception and planning of actual product that fulfills consumer needs and wants. The products quality, design, features, sizes, varieties, brand name, warranty, guarantee etc. are decided.

PRICE: this area deals with activities related to setting the price for a product. It also includes retail and whole sale price, margins of channel members, discounts and allowances, credit terms, payment period etc.

THE MARKETING MIX

Our GoalsPLACE: placement or distribution refers to all activities involved in getting the products to the final consumer. It deals with distribution channels, market coverage, locations, inventory, transportation etc.

PROMOTION: it refers to all activities concerned with informing consumers about an organisation’s offering, persuading them to buy it and reminding them about it from time to time. Activities like advertising, sales promotion, direct marketing, public relations etc are covered under this area

THE MARKETING MIX

Our GoalsMarketing communication involves all the activities concerned with effectively communicating product information to select target audience.

A target audience is the group of consumers to whom marketing communication messages are directed.

A company cannot succeed when it targets everybody in its marketing programme.

Marketing communication is used when a communicator wants to imprint something into the consumer’s mind, change the attitude or get consumer act.

It helps a company in selling product and staying in the business.

MARKETING COMMUNICATION

Our GoalsThe word advertising is derived from its Latin root ad verter which means ‘to turn towards’ or ‘ to attract attention to’.

In a broad sense, it compromises of all acts that’s are directed towards drawing attention.

Advertisement is, “any paid form of non- personal presentation and promotion of ideas or products by an identified sponsor”.

The definition highlights following points:

• The ‘paid form’ emphasis that advertising space or time must be purchased.• ‘non- personal’ nature emphasis the fact that it is not a direct or personalized

presentation to one individual but to a mass.• ‘presentation’ signifies the format in which advertisements communicate.• ‘promotion’ indicates the objective of advertising• ‘identified sponsor’ refers to the identification of the brand or the advertiser that

is communicating.

PRIME COMMUNICATION TOOLS: ADVERTISING

Our GoalsOBJECTIVES OF ADVERTISING

INFORM

PERSUADE

REMIND

REINFORCE

Our GoalsBRAND BUILDING ADVERTISING focuses on creating product awareness and building brand image. It is strategic hence long term in nature.

TACTICAL ADVERTISING is more short to medium term, usually aimed at specific marketing problem that can be solved through marketing communication. A type of tactical advertising is DIRECT RESPONSE ADVERTISING which is aimed at stimulating a sale directly. For .e.g. Reader’s Digest mailing directly to take subscription for 3 years for 25% discount.

NATIONAL ADVERTISING is a type of advertising which is done on national level or on most of parts of the country. National advertising is done through media which has good national wise coverage like Doodarshan, Sony etc.

RETAIL ADVERTISING is done by retailers on a local sale. It is aimed at building more store traffic, creating different image of store etc.

TYPES OF ADVERTISING

Our GoalsPUBLIC SERVICE ADVERTISING is for the cause of the public good. It is created for non-profit reasons by associations or organisations to create public awareness.

CORPORATE ADVERTISING focuses on establishing a corporate identity.

PRIMARY DEMAND ADVERTISING intends to build demand for an entire product category or industry through its generic nature by concept selling. For e.g. fair & lovely fairness cream was launched was first of its kind which focused on building the category of fairness cream by depicting the positive effects of fair complexion for better marital prospects, job opportunities and social appreciation etc.

SELECTIVE- DEMAND ADVERTISING aims at building demand for a specific brand. When the product category is fairly well- developed, organisations focus on differentiating their individual brands through selective- demand advertising.

TYPE OF ADVERTISING

Our GoalsBUSINESS- TO- BUSINESS (B2B) ADVERTISING is directed at those who are not the end- consumers, but institutional customers who do not buy for self- consumption. For e.g. raw materials like cotton, iron ore etc. Blue Star deep freezers are advertised to ice- cream parlor owners.

TRADE ADVERTISING is targeted to channel members like distributors, wholesalers, retailers etc.

TYPE OF ADVERTISING

Our GoalsADVERTISING IN PRACTICE

Advertising Codes lay down rules for advertisers, agencies and media owners to follow.

They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

In India the ASCI- Advertising Standards Council of India ensures that advertisement confirm to its Code for Self-Regulation. Advertisements need to be:

1. Truthful & Honest2. Non-Offensive to public3. Against harmful products/unsafe situations4. Fair in Competition

Our GoalsADVERTISING IN PRACTICE

There are other bodies that have some way in the regulation of advertising:

a.The Government (GOI)

b.the Indian Newspaper Society (INS)

c.The Indian Broadcasting Federation (IBF)