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Module-1

The document outlines the Advertising Management curriculum at CHRIST Deemed to be University, detailing seven modules covering topics such as advertising ethics, campaign management, and media strategy. It explores the history and significance of advertising, including its evolution from ancient times to modern practices. Additionally, it discusses various advertising types, functions, and key players involved in the advertising process.

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0% found this document useful (0 votes)
2 views132 pages

Module-1

The document outlines the Advertising Management curriculum at CHRIST Deemed to be University, detailing seven modules covering topics such as advertising ethics, campaign management, and media strategy. It explores the history and significance of advertising, including its evolution from ancient times to modern practices. Additionally, it discusses various advertising types, functions, and key players involved in the advertising process.

Uploaded by

kopal.gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
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CHRIST

Deemed to be University

ADVERTISING
MANAGEMENT

Excellence and Service


CHRIST
Deemed to be University

Modules (1 -7)

1. Introduction To Advertising Management


2. Ethics And Regulation In Advertising
3. Advertising Planning Process
4. Advertising Campaign Management
5. Advertising Design
6. The Media Strategy Media Planning
7. Alternative Marketing

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Module 1:
INTRODUCTION TO ADVERTISING
MANAGEMENT
 Meaning, Importance of Advertising, History, Classification, and Functions.
 The Key Players, Types of Advertising Brand communication role in marketing.
 Integrated marketing communication,
 Role of communication in Branding.
 How Does marketing communication work?
 What are the effects behind effectiveness?

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MARKETING

Marketing is the activity, set of institutions, and processes for creating,


communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large

Excellence and Service


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INTEGRATED MARKETING COMMUNICATION TOOLS

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ADVERTISING
The Latin word advertere means "to turn one's attention to
something".

It is a combination of the words ad-, which means "toward", and


vertere, which means "to turn".

The word advertere is the root of the word "advertise" and the noun
"advert". "Advert" is often used in British sources as a shortened form of
"advertisement". The word "advert" was originally used to mean "turn
one's attention to", but later came to mean "to bring to another
person's attention"
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 Indian Advertising can be traced back to the hawkers who used to call
out their wares using clever messages and slogans, right from the days
when cities and markets first began.

 Inscriptions on pillars and rocks from ancient India are examples of


early advertising

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Advertising is the
techniques and practices
used to bring products,
services, opinions, or
causes to public notice
for the purpose of
persuading the public to
respond in a certain way
toward what is
advertised.

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Chola era temple writings etched in sandstone

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The earliest form of advertising in India can be traced back to January 29,
1780, when the first advertisement was published in India's first
newspaper called "The Bengal Gazette" (weekly).

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The first-ever written ad was created in 3000 BC by a slaveholder to find the runaway slaves
and promote their weapon shop. It was a Papyrus found in the ruins of Thebes, Egypt.

“The man-slave, Shem, having run away


from his good master, Hapu the Weaver, all
good citizens of Thebes are enjoyed to help
return him. He is a Hittite, 5' 2" tall, of a
ruddy complexion and brown eyes. For
news of his whereabouts, half a gold coin is
offered. And for his return to the shop of
Hapu the Weaver, where the best cloth is
woven to your desires, a whole gold coin is
offered.”

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First written advertisement: Egypt, 3000 BC

The first written announcement was found in the


ruins of Thebes in Egypt. It was a papyrus created in
3000 BC. by a slave owner who was trying to find a
runaway slave and was also promoting his weaving
workshop.

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Earliest: China, 11th-7th centuries BC

The earliest advertisement in history,


recorded in the Classic of Poetry (11th-
7th centuries BC), used bamboo flutes to
sell candy. We flutists can be proud of
this historical fact!

Tomb Figure Representing a Musician Playing a Bamboo


Flute. Minneapolis Institute of Art
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THE ART OF CONVERTING

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Marketing Funnel – AIDAA Model

AWARENESS What is it?

INTEREST I like it !

DESIRE I want it !

ACTION I Brought It !

ADVOCACY You can buy it !

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Stages Of Kotler's 5 A's Of The Customer Path

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 Awareness: Make consumers aware of the brand/product through mass


media.
 Interest: Build interest by explaining the benefits and unique features of
the product
 Desire: Create emotional connections and address consumers’ needs, wants,
and aspirations
 Action: Encourage immediate action and purchase with clear calls to action
 Advocacy: Turn satisfied customers into brand advocates who recommend
the product to others
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The Dove Evolution campaign, which was launched in 2006 as part of the brand's
broader "Real Beauty" initiative, aimed to address and challenge unrealistic beauty
standards and promote body positivity.

Digital Encouraging
Manipulation Self-Esteem

Raising
Awareness Promoting Body
About Beauty Positivity
Stereotypes
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Classification of Advertising

Public
Print Broadcast Outdoor Covert
Service

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Functions of Advertising

Drive Social
Informing Persuading Reminding
Change

Encouraging
Brand
Loyalty

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Functions of Advertising

1. Informing: Create consumer awareness about a product, service, or concept.

2. Persuade: Convince consumers to prefer a product or service over competitors.

3. Remind: Reinforce brand recall to ensure customers remember the product at the time of
purchase.

4. Drive Social Change: Promote causes or social messages.

5. Encourage Brand Loyalty: Create emotional connections that result in repeat purchases

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ShareTheLoad campaign

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The Key Players In Advertising

Advertiser Audience Ad Agency

Regulatory
Media
Body

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Ogilvy: Created Vodafone’s ZooZoos campaign in India.

Leo Burnett: Designed “Thanda Matlab Coca-Cola” for Coca-Cola.

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Surf Excel’s “Daag Achhe Hain” campaign:

 Advertiser: Hindustan Unilever.


 Agency: Lowe Lintas.
 Media: TV, YouTube, and outdoor platforms.
 Audience: Parents and families.
 Regulation: Approved under ASCI guidelines.

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Types of Advertising Brand communication

 Outdoor advertising
 Print Advertising
 Guerrilla advertising
 Television advertising
 Native advertising
 Radio advertising
 Podcast advertising
 Paid search advertising
 Direct mail advertising
 Display advertising
 Mobile advertising
 Transit Advertising
 Interactive Advertising
 Social media advertising

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News paper
Ads

Display Classified Public


Inserts
Ads Ads Notices

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Display ads are visually striking


advertisements that typically feature
images, graphics, and text. They
come in various sizes and formats,
ranging from small boxes to full-
page spreads. Display ads effectively
grab attention, build brand
awareness, and promote products or
services in newspapers

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A Full Page Jacket Advertisement is a premium advertising format that appears


before the front page of a newspaper. Unlike traditional ads within the newspaper,
the Full Page Jacket occupies a prominent position and is not part of the newspaper
itself.

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Classified Ads
Classified ads are concise, text-based
advertisements categorized by subject
matter. Common categories include jobs,
real estate, vehicles, and personals. They
offer a cost-effective way for individuals
and businesses to reach a targeted
audience with specific needs or interests.

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Display Classified Ads include catchy


A classified text ad comprises simple
graphics, images, art works, logos, colours,
text that run as advertisements. These are
attractive font and text, which are used to
charged based on the number of words,
attract the attention of readers across
lines and characters used in the ad matter.
segments. This classified ad is charged on
You can use borders, colours and designs
the basis of per sq.cm, the city and date of
to enhance the look of this pocket-
publication, the name of the publication and
friendly and economical classified ad.
the frequency of the insert.

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Inserts/Flyers
Inserts or flyers are standalone
promotional materials inserted into
newspapers. These can include
brochures, leaflets, or coupons offering
special deals, discounts, or
announcements. Inserts/flyers provide
advertisers with a tangible, hands-on way
to engage readers and drive immediate
action

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Public Notices
Public notices are official
announcements mandated by
governmental entities or legal
requirements. They inform the
public about matters of public
interest, such as government
meetings, legal proceedings, or
public auctions. Public notices
are essential for ensuring
transparency and public
participation in civic affairs.

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Television Advertising

1. Traditional Commercials
2. Sponsorship Ads
3. Infomercials
4. Product Placement
5. L Band Ads
6. Scroll Ads
7. Tickers
8. Corner Screen Ads
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British Airways # Look UP Interactive digital experience

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Search Ads(Google Ads)– Text Ads


When someone makes a search on Google, the
top 4 results and bottom 2 on the results page are
typically paid-for results (this varies a little for
mobile). The text-only results with the word ‘ad’
next to them are Search ads.

Google text ads allow you to advertise both your


products and services as search results. These are
the ads you usually see without images, but offer
additional ad extensions which can include image
extensions. This allows the advertiser to show
more content and more chances to call out
potential promotions and unique sales points.

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Expanded Text Ads- Examples

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Paid - Shopping Ads

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Local PPC ads


Local Ads are paid search ads that display
results for local services, locally available
products, etc. for a search made by an online
visitor.
They have text, may have images as well. It
may show the location of those local
businesses as part of the search result.
The ad content includes a headline,
description, location, brand or company’s
name, offers and may also have reviews of the
product.

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Display Ads
Digital display advertising is
online graphic advertising
through banners, text, images,
video, and audio. The main
purpose of digital display
advertising is to post company
ads on third-party websites. A
display ad is usually interactive,
which allows brands and
advertisers to engage deeper
with the users.

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Types of Display Ads

• Static / Standard Banner Ads


• Animated Ads
• Interactive Ads
• Video Ads
• Expandable Ads
• Lightbox Ads
• Interstitial Ads

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Static / Standard Banner Ads

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Instagram ads
1. Photo ads
2. Video ads
3. Carousel ads
4. Story ads
5. Explore ads
6. Reels ads
7. Collection ads
8. Shopping Ads
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Photo/Image
Ads

This is typically the


cheapest option, but it
could also be a
powerful tool when
used correctly.

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Video
Ads

Video ads allow you to share short,


engaging videos (up to 60 seconds) in the
feed. They’re great for storytelling, product
demos, or behind-the-scenes content.

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Collection Ads
Similar to Carousel Ads, the
Collection Ads format uses multiple
photos as part of its content. The
main difference is the way they are
displayed: while Carousel Ads
shows the pictures in a carousel-like
format, the Collection Ads type
shows the images in a single layout,
hence the name.

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Stories Ads

Stories Ads are


advertising material
(photos or videos) that
appear under the
Stories section of
Instagram.

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Carousel ads

Carousel ads are a


kind of advertising
format that combines
multiple videos or
images into a single
ad.

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Carousel ads

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Shopping Ads
Instagram Shopping Ads are a type of ad
that allows you to promote and sell
products or services on the Instagram
platform. These ads work by including a
product tag in your ad or image, which
links your customers directly to the
product page on your website.

This type of ad is perfect for e-commerce


businesses that want to increase their
sales by promoting their products on
Instagram. Not only will your customers
be able to see your products, but they will
also be able to purchase them directly
from the Instagram app.
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Explore Ads

These ads show up in


the Explore tab, reaching
users who are actively
discovering new content.
Explore ads are a great
way to find fresh
audiences who aren’t
already following you.

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Role of Communication in

Branding

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A brand “is an intangible asset” that is intended to create


“distinctive images and associations in the minds of stakeholders,
thereby generating economic benefit/values.”

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‘New Coke’ Failure

New Coke became a worldwide story, but for


all the wrong reasons. New Coke failure was
criticized as the biggest marketing blunder of
all time. On July 11, 1985, less than three
months later, the company brought back the
original Coke.

Legendary brand designer Walter Landor


said products are created in the factory, but
brands are created in the mind. Coke
learned this the hard way. Credit Coca-Cola
for quickly acknowledging its failure and
making a U-turn.

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Moment marketing by
AMUL

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Tata Tea – “Jaago Re”

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Surf Excel – “Daag Acche Hain”

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Airtel – “Har Ek Friend Zaroori Hota Hai”

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Bajaj – “Hamara Bajaj”

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MarCom

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Decoy pricing is a pricing strategy that uses a third product


option, called the decoy, to influence customers to purchase a more
expensive or profitable item. The decoy is usually less attractive
than the other two options, but similar to one of them in some
ways. The decoy is priced to make one of the other options appear
more appealing.

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Effects behind effectiveness

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"The Shower" ad by Hindustan Unilever is a stellar


example of impactful brand storytelling
for societal good.

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The Shower Ad by HUL


The ad, titled The Shower, is part of
HUL's "Start a Little Good" initiative
to improve sanitation and hygiene in
India. The ad was created to highlight
the importance of water in remote
Indian villages, where it is often
scarce. The ad shows how the
meaning of a shower changes when
it's transported to a desert, and how
the same amount of water that a city
dweller uses for a shower could
quench the thirst of half the residents
of a village. and was created by
Ogilvy Mumbai
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First Indian advertisement to win National Award

The Shower wins the Best Promotional Film award at the 67th National Film Awards in the non-
commercial feature film category for the year 2019, but announced in 2021 due to the delay due to
Covid.

This magical film was directed by Bauddhayan "Buddy" Mukherji, produced by Avishek Ghosh,
written by Kainaz Karmakar and Harshad Rajadhyaksha, designed by Monalisa Mukherji, set by
Dhara Nagchandi, shot by Sejal Shah, edited by Arghyakamal Mitra, graded by Miten Udeshi, online
by Niket Sharma, composed by Vipin Mishra, mixed by Bishwadeep Chatterjee.

This movie changed the way we look at water conservation. Shortlisted at Cannes, winner of the
IPAF in Seoul, winner of the best public service announcement at the Kuala Lumpur Green Film
Festival, winner of the Kyoorius and Olive Crown awards in India, winner of the Platinum Remi at the
World Fest Houston, among others. It is part of Unilever India's #startalittlegood campaign. A film
that everyone at Ogilvy, Unilever and Little Lamb Films is proud of
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Nike: Dream Crazy

Don’t ask if your dreams are crazy. Ask if


they’re crazy enough.

https://www.wk.com/work/nike-dream-crazy/
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 For the 30th anniversary of Nike’s “Just Do It” slogan, the


company released a controversial advertisement that
would be the talk of all consumers in the market.

 In September of 2018, Nike released an advertisement with


Colin Kaepernick as the face of the campaign.

 Colin Kaepernick, a former quarterback for the San Francisco


49ers, is well known for sparking controversy in the NFL when he
chose to kneel during the national anthem to bring awareness to
police brutality and racial inequality.

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Nike dream crazy campaign


1. What was the primary marketing objective of Nike's Dream Crazy campaign?

2. How did Nike position itself through this campaign, and how does this align
with its brand identity?

3. What lessons can be drawn from Nike's approach to purpose-driven


marketing in a competitive market?

4. How did the use of Colin Kaepernick as the face of the campaign impact the
brand message?

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