SEMINAR RERPORT
ON
ADVERTISING
SUBMITTED TO:
Mr. HARPREET SINGH
(Assistant Lecturer)
SUBMIITED BY:
GAGANDEEP CHOPRA
MBA (IC) 1ST SEM
ROLL NO. 904
UNIVERSITY SCHOOL OF BUSINESS STUDIES
GURU KASHI CAMPUS
TALWANDI SABO
What is ADVERTISING ?
Advertising (or advertizing)[1][2][3] is a form of marketing communication used to persuade
an audienceto take or continue some action, usually with respect to a commercial offering, or
political or ideological support .
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack cards,
radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts,
web popups, skywriting, bus stop benches, human billboards and forehead advertising,
magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab
doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening section ofstreaming audio
and video, posters, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is advertising .
Infomercials
An infomercial is a long-format television commercial, typically five minutes or
longer. The word "infomercial" is a portmanteau of the words "information" and
"commercial". The main objective in an infomercial is to create an impulse purchase,
so that the target sees the presentation and then immediately buys the product through
the advertised toll-free telephone number or website. Infomercials describe, display,
and often demonstrate products and their features, and commonly have testimonials
from customers and industry professionals
Radio advertising
Radio advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or
network in exchange for airing the commercials. While radio has the limitation of
being restricted to sound, proponents of radio advertising often cite this as an
advantage. Radio is an expanding medium that can be found on air, and also online.
According to Arbitron, radio has approximately 241.6 million weekly listeners, or
more than 93 percent of the U.S. population.[citation needed]
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract customers.
Online ads are delivered by an ad server. Examples of online advertising include
contextual ads that appear on search engine results pages, banner ads, in pay per
click text
ads, rich
media ads, Social
network
advertising,online
classified
advertising, advertising networks and e-mail marketing, including e-mail spam.[citation
needed]
Domain name advertising
Domain name advertising is most commonly done through pay per click search
engines, however, advertisers often lease space directly on domain names that
generically describe their products.[37]When an Internet user visits a website by typing
a domain name directly into their web browser, this is known as "direct navigation",
or "type in" web traffic. Although many Internet users search for ideas and products
using search engines and mobile phones, a large number of users around the world
still use the address bar. They will type a keyword into the address bar such as
"geraniums" and add ".com" to the end of it. Sometimes they will do the same with
".org" or a country-code Top Level Domain (TLD such as ".co.uk" for the United
Kingdom or ".ca" for Canada). When Internet users type in a generic keyword and
add .com or another top-level domain (TLD) ending, it produces a targeted sales lead.
[52]
Domain name advertising was originally developed by Oingo (later known as
Applied Semantics), one of Google's early acquisitions.
customer-generated advertising
This involves getting customers to generate advertising through blogs, websites, wikis
and forums, for some kind of payment.[citation needed]
Aerial advertising
Using
aircraft, balloons or airships to
create
or
display
advertising
media. Skywriting is a notable example.
Purpose of advertising
Advertising is at the front of delivering the proper message to customers and
prospective customers. The purpose of advertising is to convince customers that a
company's services or products are the best, enhance the image of the company, point
out and create a need for products or services, demonstrate new uses for established
products, announce new products and programs, reinforce the salespeople's
individual messages, draw customers to the business, and to hold existing customers.
[54]
Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed
because they are used to gather information about what type of customers one draws
in and where they are, and to jumpstart sales. Sales promotions include things like
contests and games, sweepstakes, product giveaways, samples coupons, loyalty
programs, and discounts. The ultimate goal of sales promotions is to stimulate
potential customers to action
Media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as television,
radio and newspaper because of a shift toward the usage of the Internet for news and music as
well as devices like digital video recorders (DVRs) such as TiVo.[56]
Digital signage is poised to become a major mass media because of its ability to reach larger
audiences for less money. Digital signage also offers the unique ability to see the target
audience where they are reached by the medium. Technological advances have also made it
possible to control the message on digital signage with much precision, enabling the
messages to be relevant to the target audience at any given time and location which in turn,
gets more response from the advertising. Digital signage is being successfully employed in
supermarkets.[57] Another successful use of digital signage is in hospitality locations such as
restaurants[58] and malls.[59]
Advertising on the World Wide Web is a recent [when?] phenomenon. Prices of Web-based
advertising space are dependent on the "relevance" of the surrounding web content and the
traffic that the website receives.[citation needed]
In online display advertising, display ads generate awareness quickly. Unlike search, which
requires someone to be aware of a need, display advertising can drive awareness of
something new and without previous knowledge. Display works well for direct response.
Display is not only used for generating awareness, its used for direct response campaigns
that link to a landing page with a clear call to action.[citation needed]
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "e-mail spam". Spam has been a problem for e-mail users for many years.
A new form of advertising that is growing rapidly is social network advertising. It is online
advertising with a focus on social networking sites. This is a relatively immature market, but
it has shown a lot of promise as advertisers are able to take advantage of the demographic
information the user has provided to the social networking site. Friendertising is a more
precise advertising term in which people are able to direct advertisements toward others
directly using social network services.[citation needed]
As the mobile phone became a new mass medium in 1998 when the first paid downloadable
content appeared on mobile phones in Finland,[citation needed] mobile advertising followed, also
first launched in Finland in 2000.[citation
needed]
By 2007 the value of mobile advertising had
reached $2 billion and providers such as Admob delivered billions of mobile ads.[citation needed]
More advanced mobile ads include banner ads, coupons, Multimedia Messaging
Service picture
and
video
messages,
advergames
and
various engagement
marketing campaigns. A particular feature driving mobile ads is the 2D barcode, which
replaces the need to do any typing of web addresses, and uses the camera feature of modern
phones to gain immediate access to web content. 83 percent of Japanese mobile phone users
already are active users of 2D barcodes.[citation needed]
Some companies have proposed placing messages or corporate logos on the side of
booster rockets and the International Space Station.[citation needed]
Unpaid
advertising
(also
called
"publicity
advertising"),
can
include
personal
recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of
equating a brand with a common noun (in the United States, "Xerox" = "photocopier",
"Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "BandAid" = adhesive bandage). However, some companies[which?] oppose the use of their brand
name to label an object. Equating a brand with a common noun also risks turning that brand
into a genericized trademark turning it into a generic term which means that its legal
protection as a trademark is lost.[citation needed]
From time to time, The CW Television Network airs short programming breaks called
"Content Wraps", to advertise one company's product during an entire commercial break. The
CW
pioneered
"content
wraps"
and
some
products
featured
were Herbal
Essences,Crest, Guitar Hero II, CoverGirl, and recently Toyota.[citation needed]
A new promotion concept has appeared, "ARvertising", advertising on Augmented
Reality technology.[60]
Controversy exists on the effectiveness of subliminal advertising (see mind control), and the
pervasiveness of mass messages (see propaganda).
Advertising education[edit]
Advertising education has become popular with bachelor, master and doctorate degrees
becoming available in the emphasis.[citation
needed]
A surge in advertising interest is typically
attributed to the strong relationship advertising plays in cultural and technological changes,
such as the advance of online social networking. [citation
needed]
A unique model for teaching
advertising is thestudent-run advertising agency, where advertising students create campaigns
for real companies.[71] Organizations such as the American Advertising Federation establish
companies with students to create these campaigns.[citation needed]
Criticisms[edit]
Main article: Criticism of advertising
While advertising can be seen as necessary for economic growth, [citation needed] it is not without
social costs. Unsolicited commercial e-mail and other forms of spam have become so
prevalent as to have become a major nuisance to users of these services, as well as being a
financial burden on internet service providers.[72] Advertising is increasingly invading public
spaces, such as schools, which some critics argue is a form of child exploitation. [73] In
addition, advertising frequently uses psychological pressure (for example, appealing to
feelings of inadequacy) on the intended consumer, which may be harmful. [citation
needed]
Many[who?] even feel that often, advertisements exploit the desires of a consumer, by
making a particular product more appealing, by manipulating the consumer's needs and
wants.[citation needed]
Regulation
Main article: Advertising regulation
There have been increasing efforts to protect the public interest by regulating the content and
the influence of advertising. Some examples are: the ban on television tobacco advertising
imposed in many countries, and the total ban of advertising to children under 12 imposed by
the Swedish government in 1991. Though that regulation continues in effect for broadcasts
originating within the country, theEuropean Court of Justice ruled that Sweden was obliged to
accept foreign programming, including those from neighboring countries or via satellite.
Greece's regulations are of a similar nature, "banning advertisements for children's toys
between 7 am and 10 pm and a total ban on advertisement for war toys".[74]
In Europe and elsewhere,[where?] there is a vigorous debate on whether (or how much)
advertising to children should be regulated.[citation needed] This debate was exacerbated by a report
released by the Kaiser Family Foundation in February 2004 which suggested fast food
advertising that targets children was an important factor in the epidemic of childhood
obesity in the United States.[citation needed]
In New Zealand, South Africa, Pakistan, Afghanistan, Canada, and many European countries,
the advertising industry operates a system of self-regulation.[citation
needed]
Advertisers,
advertising agencies and the media agree on a code of advertising standards that they attempt
to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent,
honest and truthful'. Some self-regulatory organizations are funded by the industry, but
remain independent, with the intent of upholding the standards or codes like theAdvertising
Standards Authority in the UK.[citation needed]
In the UK, most forms of outdoor advertising such as the display of billboards is regulated by
the UK Town and County Planning system. Currently, the display of an advertisement
without consent from the Planning Authority is a criminal offense liable to a fine of 2,500
per offence.[citation
needed]
All of the major outdoor billboard companies in the UK have
convictions of this nature.[citation needed]
In the US, many communities believe that many forms of outdoor advertising blight the
public realm.[75] As long ago as the 1960s in the US there were attempts to ban billboard
advertising in the open countryside. Cities such as So Paulo have introduced an outright
ban with London also having specific legislation to control unlawful displays.
Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e.g.
In France, printing English words in bold and French translations in fine print to deal with the
Article 120 of the 1994 Turbon Law limiting the use of English). The advertisement of
controversial products such as cigarettes and condoms are subject to government regulation
in many countries. For instance, the tobacco industry is required by law in most countries to
display warnings cautioning consumers about the health hazards of their products. Linguistic
variation is often used by advertisers as a creative device to reduce the impact of such
requirements.
Gender effects in the processing of advertising
According to a 1977 study by David Statt, females process information comprehensively,
while males process information through heuristic devices such as procedures, methods or
strategies for solving problems, which could have an effect on how they interpret advertising.
According to this study, men prefer to have available and apparent cues to interpret the
message where females engage in more creative, associative, imagery-laced interpretation.
Later research by a Danish team found that advertising attempts to persuade men to improve
their appearance or performance, whereas its approach to women is aimed at transformation
toward an impossible ideal of female presentation. Advertising's manipulation of women's
aspiration to these ideal types, as they are portrayed in film, in erotic art, in advertising, on
stage, music video, and other media exposures, requires at least a conditioned rejection of
female reality, and thereby takes on a highly ideological cast. Not everyone agrees: one critic
viewed this monologic, gender-specific interpretation of advertising as excessively skewed
and politicized.
More recently, research by Martin (2003) reveals that males and females differ in how they
react to advertising depending on their mood at the time of exposure to the ads, and the
affective tone of the advertising. When feeling sad, males prefer happy ads to boost their
mood. In contrast, females prefer happy ads when they are feeling happy. The television
programs in which the ads are embedded are shown to influence a viewer's mood state.
While advertising is the promotional campaign itself, advertising management can address
the whole process - the function of marketing starting from market research continuing
through advertising, leading to actual sales or achievement of objective, potentially
includingevaluation of the entire cost-benefits to the company involved.
Ad management incorporates various specialized sub-functions like media strategy, message
strategy, media planning, media buying etc.
While advertising management is an inseparable part of the marketing department, the
marketing department of an organization is often concerned more with market research and
evaluation of results, and some parts of the advertising management can be outsourced to
specialized advertising agencies. For example the media buying may be done in bulk by these
ad agencies on which they receive discount/commission, that goes into their earning
Semiotics
Meanings between consumers and marketers depict signs and symbols that are encoded in
everyday objects. Semiotics is the study of signs and how they are interpreted. Advertising
has many hidden signs and meanings within brand names, logos, package designs, print
advertisements, and television advertisements. The purpose of semiotics is to study and
interpret the message being conveyed in advertisements. Logos and advertisements can be
interpreted at two levels known as the surface level and the underlying level. The surface
level uses signs creatively to create an image or personality for their product. These signs can
be images, words, fonts, colors, or slogan. The underlying level is made up of hidden
meanings. The combination of images, words, colors, and slogan must be interpreted by the
audience or consumer. The "key to advertising analysis" is the signifier and the signified. The
signifier is the object and the signified is the mental concept. A product has a signifier and a
signified. The signifier is the color, brand name, logo design, and technology. The signified
has two meanings known as denotative and connotative. The denotative meaning is the
meaning of the product. A televisions denotative meaning would be that it is high definition.
The connotative meaning is the products deep and hidden meaning. A connotative meaning
of a television would be that it is top of the line.
Apple's commercials used a black silhouette of a person that was the age of Apple's target
market. They placed the silhouette in front of a blue screen so that the picture behind the
silhouette could be constantly changing. However, the one thing that stays the same in these
ads is that there is music in the background and the silhouette is listening to that music on a
white iPod through white headphones. Through advertising, the white color on a set of
earphones now signifies that the music device is an iPod. The white color signifies almost all
of Apple's products.[83]
The semiotics of gender plays a key influence on the way in which signs are interpreted.
When considering gender roles in advertising, individuals are influenced by three categories.
Certain characteristics of stimuli may enhance or decrease the elaboration of the message (if
the product is perceived as feminine or masculine). Second, the characteristics of individuals
can affect attention and elaboration of the message (traditional or non-traditional gender
role orientation). Lastly, situational factors may be important to influence the elaboration of
the message.[84]
There are two types of marketing communication claims-objective and subjective.
[85]
Objective claims stem from the extent to which the claim associates the brand with a
tangible product or service feature. For instance, the camera has auto focus features.
Subjective claims convey emotional, subjective, impressions of intangible aspects of a
product or service. They are non-physical features of a product or service that cannot be
directly perceived, as they have no physical reality. For instance the brochure has a beautiful
design.[86] Malestend to respond better to objective marketing communications claims
while females tend to respond better to subjective marketing communications claims.[87]
In advertisements, men are represented as independent. [citation needed] They are shown in more
occupations than women. Women are represented mainly as housewives and mothers. [citation
needed]
Men are more likely to be shown advertising cars or business products, while women
advertise domestic products.[citation
needed]
Men are more likely to be shown outdoors or in
business settings.[citation needed]Women are depicted in domestic settings.[citation needed] Men are more
often portrayed as authorities.[citation needed] As far as ads go, with age men seem to gain wisdom
and authority.[citation
needed]
needed]
On the other hand women seem to disappear with age. [citation
Voiceovers are commonly used in advertising. Most voiceovers are done by men, with
figures of up to 94% having been reported. [citation
needed]
There have been more female
voiceovers in recent years but mainly for food, household products, and feminine care
products .
