Module-1
Module-1
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ADVERTISING
MANAGEMENT
Modules (1 -7)
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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
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ADVERTISING
The Latin word advertere means "to turn one's attention to
something".
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.
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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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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.
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INTEREST I like it !
DESIRE I want it !
ACTION I Brought It !
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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
3. Remind: Reinforce brand recall to ensure customers remember the product at the time of
purchase.
5. Encourage Brand Loyalty: Create emotional connections that result in repeat purchases
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ShareTheLoad campaign
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Regulatory
Media
Body
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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
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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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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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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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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
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Video
Ads
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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
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Carousel ads
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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.
Explore Ads
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Role of Communication in
Branding
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Moment marketing by
AMUL
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MarCom
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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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https://www.wk.com/work/nike-dream-crazy/
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2. How did Nike position itself through this campaign, and how does this align
with its brand identity?
4. How did the use of Colin Kaepernick as the face of the campaign impact the
brand message?
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