Advertisement

Classification, and marketing mix

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Advertisment

Advertisi
ng is a fo
rm of
commun
ication th
at typica
attempt
lly
to infuen
ce, poten
purchase
tial to
or to con
s u me mo
particula
re of a
r brand o
f product
service.
or

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Background of Advertisment
In 1704 The first newspaper advertisement, an
announcement seeking a buyer for an Oyster
Bay, Long Island, estate, is published in the
Boston News-Letter.
The first radio commercial is credited to WEAF,
New York on August 28, 1922 for the Queens
boro real estate corporation.
The world's first television advertisement was
broadcast July 1, 1941. The watchmaker Bulova
paid $4 for a placement on New York station
WNBT before a baseball game.
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 Lintas (Lever International

Advertising) was one of the first
worlds first advertising agencies
foundation of Lintas in 1899 and
following some large mergers and
rapid growth in the 70s and 80s
became a dominant and famous
force in the advertising field with
accounts such as IBM, MasterCard,
Johnson and Johnson and of course
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World Biggest Advertising

Agency
Omnicom is the world biggest
advertising agency.
It was formatted in 1986 in New York.
The account for about 157,000
employees in well over 100
countries. Omnicom alone says it has
5,000 clients.
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Top advertisement agency

in India
Ogilvy and Mather(www.ogilvy.com)
With its presence in over 100 countries,
Ogilvy is one of the top
advertising agencyin the world. Its
Indian operations are headed by Mr.
Piyush Pandey. Ogilvy & Mather has given
life to India's most successful and
renowned brands such as hutch
(Vodafone), Cadbury, Asian Paints and
Fevicol.
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Types of Advertisement
Out-Door
Advertisement
In-Door Advertisement
Non-Product
Advertisement
Radio Advertisement
T.V Commercial
National
Advertisement
International
Advertisement
Retail Advertisement
Classified
Advertisement
Local Advertisement
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Cntd..
Brand Advertisement
Covert Advertisement
Infomercials Advertisement
Celebrities Advertisement
Online advertising
Surrogate Advertising
Broadcast advertising
Public Service Advertising
Local Advertisement
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Retail
Advertisement

Emphasizes the
specific retail
outlet as the
place to buy a
specific range
of brand.
It can be local
store
advertising in
local
newspaper.
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Classified
Advertisement
Is a product or
services
advertising that
appears in
specific section
of newspaper
under the
heading
classifying the
product or
service being
offered.
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10

Non-Product
Advertisement
This kind of

advertisement
is advertised
from political
parties trade
fraternal and
social group for
the purposes of
safeguard
ideologies,
social
betterment and
institution
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11

Public Service
Advertisement

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The same
advertisement
techniques use to
promote commercial
goods and services
can be used to
inform, educate and
motivate the public
about noncommercial issues
such as
HIV/AIDS, Political
ideology and Energy

12

Out-Door Advertisement
Bill-board and message painted on
the side of buildings are common
forms of out-door advertising, which
is often used when quick, simple,
ideas are being promoted.

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13

Covert advertising
Covert advertising is a unique kind of
advertising in which a product or a
particular brand is incorporated in
some entertainment and media
channels like movies, television
shows or even sports.

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14

Brand Advertising
It is advertising with a strong
emphasis on the company brand
(logo and/or company name) also
known as integrated marketing
communications (IMC).

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15

Broadcast advertising
Broadcast advertising is a very popular
advertising medium that constitutes of several
branches like television, radio or the Internet.
Television advertisements have been very
popular ever since they have been introduced.
The cost of television advertising often
depends on the duration of the
advertisement, the time of broadcast (prime
time/peak time), and of course the popularity
of the television channel on which the
advertisement is going to be broadcasted.
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National Advertisement
Geographically speaking national
advertisings range is extended to the
territorial limits of the country.
The advertiser use the national media to
inform the consumer about the product.
The advertiser use the national local or
regional language but prefers the national
language.
It can be available in everywhere of
country and easily purchased it.
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17

Local Advertisement
Any advertising placed by a
company, organization, or individual
operating in a limited geographical
area such as a city or within a state.

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18

Surrogate Advertising
Surrogate advertising is prominently seen in
cases where advertising a particular product
is banned by law. Advertisement for products
like cigarettes or alcohol which are injurious
to heath are prohibited by law in several
countries and hence these companies have
to come up with several other products that
might have the same brand name and
indirectly remind people of the cigarettes or
beer bottles of the same brand.
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Online advertising
Online advertising is the newest and
fastest growing way to advertise. The
Internet now provides everything
from links on sites, to banner ads on
sites, to small ads on sites, to pay
per click advertising.

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Industrial Advertising
advertising directed at commercial
business customers. The advertised
products are raw materials,
components, or equipment needed in
the production or distribution of
other goods and services.

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21

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22

In-Door
Advertisement
This kind of
advertisement
provide the best
opportunity of
putting over a
reasoned selling
argument. The
advertisement are
addressed to the
reader, listener and
viewer at a time of
leisure when he or
she can observe the
message.
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23

Mobile
Advertisement

Is a form of
advertising via
mobile
(wireless)
phones or
other mobile
devices. It is a
subset of
mobile
marketing.
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24

Radio
It is a small
Advertisement
business
advertising.
Radio advertising
can be a very
effective means
to attract
customer to some
business.
New Sathi lather
House, Bhiya
Pizza,
Fhakar rent a
car
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25

T.V
Commerci
Is a generally
al

considered the
most effective
massmarketing
advertising
format as is
refected by the
high prices.
T.V network
charge for
commercial
airtime during
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popular events

26

The Marketing Mix

The tools available to a business to
gain the reaction it is seeking from
its target market in relation to its
marketing objectives
7Ps Price, Product, Promotion,
Place, People, Process, Physical
Environment
Traditional 4Ps extended to cope with
today's changing environment
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The Marketing Mix

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Product
The firm must come up with a product
or service that people will want to buy.
It must fulfil some need
or want.

It must be (or at least seem) unique.

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Place
The means by which products and
services get from producer
to consumer and where they can be
accessed by the consumer
The more places to buy the product and
the easier it is made to buy it, the better
for the business (and the consumer?)

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price
The price must be one that the customer
thinks is good value for money.
This is not the same as being cheap!
Prices have a great psychological effect
on customers.
Pricing Strategy
- International
Comparative
Cost plus
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Promotion
Strategies
to make the
consumer
aware of the
existence of
a product
or service
NOT just
advertising
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Thank you
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