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Unit - 1

This document provides an overview of advertising, including its definition, characteristics, nature, scope, factors that determine if a product can be advertised, and the management and development of advertising campaigns. It discusses the functions of advertising agencies and different types of agencies. The top 10 advertising agencies in India are also listed.

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21 views

Unit - 1

This document provides an overview of advertising, including its definition, characteristics, nature, scope, factors that determine if a product can be advertised, and the management and development of advertising campaigns. It discusses the functions of advertising agencies and different types of agencies. The top 10 advertising agencies in India are also listed.

Uploaded by

anita sharon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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UNIT -1

INTRODUCTION TO
ADVERTSING
DEFINITION

◦ Advertising is any paid form of non personal presentation of ideas,


goods and services by an identified sponsor.
◦ AMA Defines “Advertising is any paid form of non personal
presentation and promotion of ideas, goods and services by an
identified sponsor.
CHARACTERSTICS
◦ One method of promotion mix.
◦ Paid mass communication
◦ Form of Publicity
◦ Salesmanship in writing
◦ Mass non personal Communication
◦ Sponsored Publicity
◦ Influences buying behaviour of customers
◦ Drives buyers towards satisfactory expenditure
◦ Persuades buyers
NATURE OF ADVERTISING
◦ Element of Marketing Mix.
◦ Promotion Mix.
◦ Mass Communication
◦ Messages
◦ Price of Advertising
◦ Sponsor
◦ Persuasive
◦ Element of Control
◦ Identifiable
◦ Target Group
SCOPE OF ADVERTISING
◦ Effectiveness of Message
◦ Appropriate Media
◦ Merchandise
◦ Advertising Functions
◦ Responsibility of the Advertiser
◦ Fulfilment of objectives
◦ Generate various Activities
FACTORS WHICH DETERMINE ADVERTISABILITY OF A
PRODUCT

◦ Primary Demand
◦ Demand Expansion
◦ Distinguishing nature of the Product
◦ Technical features of the product
◦ Capable of Provoking emotional buying motives
◦ Price of the Product
◦ Availability of funds for advertising campaign
MANAGEMENT OF ADVERTISING
PROGRAMME
◦ Setting the advertising Objectives
◦ Deciding on the Advertising Budget
◦ Choosing the advertising message
◦ Selection of Media
◦ Measuring Effectiveness

5 M’s in Developing an advertisement


Mission , Money, Message, Media and Measurement
DEVELOPING AN ADVERTISMENT
CAMPAIGN
◦ The Advertiser Himself
◦ Facilitating Institutions – The Advertising Agency
-The Media
- Research Suppliers
◦ Control Institutions
FUNCTIONS OF ADVERTISING
◦ Commercial Functions – Stimulate sales to create more demand
◦ Social Functions- Introductions of Goods and services to common people (Society)
◦ Economic Functions – Advertisement helps in Production/Distribution and
Employment.
◦ Psychological Functions- method of including people to buy the goods and services.
PRIMARY FUNCTIONS
◦ To increase sales
◦ Persuading dealers to stock
◦ Assisting dealers to liquidate stock
◦ Increase in per- capita use
◦ Recognition for Quality
◦ Protecting Manufacturers Interest
◦ To eliminate seasonal fluctuations
◦ Creation of Demand
SECONDARY FUNCTIONS
◦ To lend moral support to salesmen
◦ To furnish correct information
◦ Ensures Product improvement
◦ Sense of Security
◦ Appointment of efficient Employees
CRITICISMS OF ADVERTSING
◦ Advertising is a waste
◦ Many advertisements are deceptive and misleading
◦ Playing on human weakness, feelings and sentiments
◦ Advertising does not help in lowering price
◦ Emphasis on brand – Consumers are made as slaves
ADVERTISING AGENCY
◦ An Advertising agency is an independent form formed for the purpose of rendering
specialised services in advertising.
◦ Preparing Copy and layout for advertisement, getting blocks made for layouts and getting
the advertisement out through suitable media.

ROLE OF ADVERTISING AGENCY


◦ Functions on behalf of the customer or adviser
◦ Charges Remuneration – Basis of Commission Fixed before hand.
◦ In house agency
IMPORTANCE OF ADVERTISING
AGENCY
◦ A company cannot have all types of specialist – Economical and cheaper to use the
services.
◦ An advertising agency can take an unbiased or objective view of any advertising
problem.
◦ Rich Experience
◦ Effectiveness in performance – working under pressure
◦ Can be easily terminated
◦ Agency is paid by the media owner
TYPES OF ADVERTISING
AGENCIES.
Full service Agencies
◦ Large size agencies.
◦ Deals with all stages of advertisement.
◦ Different expert people for different departments.
◦ Starts work from gathering data and analyzing and ends on payment of bills
to the media people.
Interactive Agencies
◦ Modernized modes of communication are used.
◦ Uses online advertisements, sending personal messages on mobile phones, etc.
◦ The ads produced are very interactive, having very new concepts, and very innovative.

Creative Boutiques
◦ Very creative and innovative ads.
◦ No other function is performed other than creating actual ads.
◦ Small sized agencies with their own copywriters, directors, and creative people.
Media Buying Agencies
◦ Buys place for advertise and sells it to the advertisers. ( Radio/tv Time)
◦ Sells time in which advertisement will be placed.
◦ Schedules slots at different television channels and radio stations.
◦ Finally supervises or checks whether the ad has been telecasted at opted time and place or
not.

In-House Agencies
◦ As good as the full service agencies.
◦ Big organization prefers these type of agencies which are in built and work only for them.
◦ These agencies work as per the requirements of the organizations.
Top 10 Advertising Agencies In India
◦ Madison Communication Pvt. Ltd.
◦ Brandemic
◦ Rediffusion Dentsu Young & Rubicam Private Ltd
◦ McCann Erickson India Pvt. Ltd.
◦ Mullen Lowe Lintas Group
◦ Ogilvy & Mather Pvt. Ltd.
◦ DDB Mudra Group
◦ Dentsu Aegis Network
◦ FCB Ulka Advertising Pvt. Ltd.
◦ Group M Media India Pvt. Ltd.

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