Advertising

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

mailto:[email protected]

http://www.spillbeans.in/

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.


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


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


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

Print

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