Advertising

& Media

Topic

WHAT DOES ADVERTISING MEAN?

Advertising Simply Means A Way Of

Communication That Reaches All

Types Of Sector.

It Provides Information And Creates

Awareness Among People Relating

To A Product Etc

The process of delivering a

message about ideas, goods

and services, through the

media, paid by an identifiable

sponsor.

Advertising –definition

First advertise published in

“Bengal Gazette” on January

29, 1790

Founded

• Paid persuasivecommunication

• Uses nonpersonalmass media to reach broad audiences

• Connects an identified sponsor with a targetaudience

Defining Modern Advertising

Six Basic Components

1. Paid2. Non-personal communication3. Sponsor is identified4. Using mass media5. Tries to persuade or influence6. Reaches large audience

Key Concepts of Advertising

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

Key Players: Advertiser

• Uses advertising

tosend out a

message

about its products

• Initiates effort

byidentifying a

problem

that advertising

cansolve

• Approves

audience,

plan and budget

• Hires the

agency

1. Automotive2. Retail3. Movies, media, andadvertising4. Food, beverages, andconfectionery5. Medicines and proprietaryremedies6. Financial services7. Telecommunications8. Toiletries, cosmetics, andpersonal care9. Airline travel, hotels, andresorts10. Restaurants

11. Direct-response companies12. Home-furnishings,appliances, supplies13. Insurance and real estate14. Computers, software,Internet15. Government, politics, andorganizations16. Apparel17. Beer, wine, and liquor18. Audio and video equipmentand supplies19. Sporting goods, toys, andgames20. Entertainment and events

Advertisers in Terms of Categories

• Channels of communication that carry the message to theAudience

• Are also companies or huge conglomerates

• Cost effective because the costs are spread over a large number ofpeople

Key Players: Media

Key Players: Target Audience

• The desired audience for the advertisingmessage

• Data-gathering technology improvesaccuracy of information about customers

• Advertisers must recognize the varioustarget audiences they are talking to andknow as much about them as possible

Mission

Measure

MediaMessage

Money

Advertising

Purpose Of Advertising

Delivering the proper message to customers

To convince customers that a company’s services or products are best

Enhance the Image of company

Demonstrate new uses for established products to hold existing customers

Classification Of Advertising

On Geographical basis

Global National Regional Local

On Basis of Target Groups

• Consumers• Professional

On basis of Demand

Product demand Brand demand

o Advertising of service

Hotel services Education

services Transportation

services Hospitality

services Financial service

Examples of Top Advertising Agencies

Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol.

 JWT, J Walter Thompson- Nestle, Ford, Nokia and Unilever.

Mudra Communication- HBO, Philips, Reliance NetConnect, Big Bazaar.

FCB Ulka Advertising Ltd- Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul.

Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej

TYPES OF ADVERTISING

PRINT

ADVERTISEMENT

CELEBRITY

ADVERTISING

BROADCAST

PUBLIC SERVICE

INFOMERCIALS

OUTDOOR

ADVERTISING

COVERT

ADVERTISING

SURROGATE

ADVERTISING

IMPORTANCE

Creating awareness

Increase sales

Brand identity & Brand image

Communicate a change

Increase the buzz value

What Makes an Ad Effective?

1.If it creates an impression for a

product or brand

2. If it influences people to respond

3. If it separates the product or brand

from the competition

Media

Introduction

Media is a sourse of

mass intercation and

also known for its

freedom of speech.

Traditional media

It includes all the ways through which we get information :

Books NewspapersMagazinesEmediaRadioTelevision

Social mediaSocial media is any web-based

environment that allows users to easily create, publish and share content.

Social media websites allow the user to control the data, to create modify, discuss and share internet content.Its user centred, interactive, information sharing design and collaboration

Current e.g. Of social media

• Social networking sites including Facebook, LinkedIn, My Space, Google+ etc.

• Video and photo sharing websites including Flickr, Tumblr, Instagram, or YouTube

• Vlogs, including corporate blogs and personal blogs

•Micro-blogging including Twitter•Wikis and online collaborations including Wikipedia

• Forums, discussion boards and groups including Google groups.

In favour

• Media is one of the strongest modes of communication.

• The develoment of any country depends on media.

• The roots of media has spread worldwide.• It broadcasts news nearly 24*7 & 365 days

a year.• Update people about each & every event

happening in the world.• It played a major role in getting

independence by creating awareness in people.

• It creates new job opportunities in the fields like journalism advertising etc.

• Media shows the true faces of the politician by broadcasting interviews with facts.

Against

• Media creates a hype of everything through rumors.

• Most of the time their allegations are not true.

• In the world of media nothing is hidden from anyone, this can be dangerous from the security point of view.

• Different channels are showing different angles of the same news which leads to misunderstanding of viewers.

• Lives of celebrities are often disclosed on in an unethical manner

• Some politicians are using media to highlight them in public.

Conclusion I've observed how media is found in our every day

lives. From music to sports and the internet it shows that media plays an important role in our every day lives.

I also noticed how media and advertisement seemed to increase based on a websites popularityI have realized that how important advertisement has become and how technology is exposed to these advertisements. 

The media industry has become a fast paced industry and clearly is doing all it can to stay on top and reach its potential consumers.   

Thankyou

By ,Shriya Mithbavkar