ADVERTISEMENT

Presented By : Varunraj Kalse

Advertisement is a paid form of

communication that uses nonpersonal mass
media. As well as other forms of interactive
communication to reach broad audience to
connect an identified sponsor with target
audience.
WHY TO ADVERTISE
 CUSTOMER KNOWLEDGE / AWARENESS:-
Because of advertisement customer is introduces with the product.
Customer get knowledge about the product.

 BOOST SALES:-
Because of more advertising many customers buys produces on trial
& error basis. And if they are satisfied by it they purchase it on
regular basis.

 CREATING IMAGE:-
Advertisement makes image in customers mind.
Eg: Buying a computer , customers demands Intel processor. Because
of Advertisement.
WHEN TO ADVERTISE
 REGULAR:-
It shows general usage of product for common buyers. In this the
company explains the common features of the product/ service.
Eg: FMCG product (Advertisement of soap, shampoo, Hair-oil etc)
Eg: Services ( Mobile, Insurance)
 Eg: Durables: TV, AC, COMPUTER, CAR.
 FESTAVAL:-
Generally customers prefer to purchase durables AT the time of festival.
at this time they get huge discount also. The another reason customer
still stick to tradition.

 LAUNCH OF NEW PRODUCT:-

Introduction of a new product. They shows key features of the product.
They shows how their product is better than other product.
They offer attractive price at the time of launching a new product.
They announce many offers with a new product.
FOR WHOM?
THE CUSTOMERS

CLASS OF CUSTOMER
 LOWER CLASS( eg: farmer):= SEEDS, WATER PUMPS,
PIPES

 MIDDLE CLASS:= FMCG, DESKTOP, TV, WASHING

MACHINE, SCOOTERS, BIKES,
INSURANCE.

 HIGHER CLASS:= LAPTOP, AC, CAR, ROW HOUSES,

BUNGLOW. ETC
HOW TO ADVERTISE?
 MEDIA
THERE ARE LOTS OF MEDIA’S FOR THE ADVERTISEMENT.
COMPANY DESIDE MEDIA AS PER THEIR BUDGATE.

TYPES OF MEDIA:
PRINT: NEWS PAPER, MAGAZIN, JOURNALS, HAND BILLS,
POSTERS,
ELECTRONICS: TV, RADIO, INTERNET, DIGITAL BORDS.

i. INDOOR :- Electronic media, news paper, internet.

ii. OUT-DOOR :- Hand bills, posters, hoardings, road shows, DIGITAL
ADS
iii. Direct:- Telephone, mail, door 2 door.
iv. INDIRECT:- Logos on Diary, sponsor events, IT IS FOR DEALERS.
HOW MUCH TO SPEND?
 COMPANY SPENDS 7-10% OF THEIR YEARLY TURNOVER ON ADS AND
BRANDING ACTIVITIES.

 BUDGET (DURATION WISE)

 COMPANY SPENDING RATIO – 70-30

 70% ROUND THE YEAR.

 30% ON FESTIVE SEASONS

 YEAR ENDING PROMOS – INSURANCE & MUTUAL FUNDS

EG: TAX BACHAO.

EG:
 Eg. - SONY AD SPENDING
TOTAL BUDGET - 12,00,00,000
(for 2005)

30% = 3,60,00,000(TWO MONTHS Festive Season)

70% = 8,40,00,000(TEN MONTHS Regular Season)

 Eg: Acer 2009 turn over $ 1,67,61,70,00,000

TOTAL ADVERTISEMENT BUDGET- $ 16,76,17,00,000

30% = $ 5,02,85,10,000
70%= $ 11,73,31,90,000
SPONSOR FOR OLIMPIC 2013, YAMAHA BIKE TEAM, FERRARI TEAM.
HOW TO CHECK
EFFECTIVENESS?
 TRAILER TEST:- In a shopping mall, shoppers are shown the
products & give opportunity to select series of brands. They then
view commercials and given coupons to be used in the shopping
mall.
Redemption rates indicates commercials influence on purchase
behavior.

 THETAR TEST:-
Consumers are invited to a theater to view a potential new television
series along with the same commercials. Before the show begins,
consumers indicate proffered brands in different category, after
viewing consumers again choose prefer brands. Preference change
measure the commercials persuasive power.

 ON AIR TEST:-
Respondents are recruited to watch a program on regular TV
channels during test commercials or are selected based on their
having viewed the program. They are asked questions about
advertisement.
TIME & SPACE…..
 SHOW TIME OF ADVERTISEMENT:-
FMCG(DAILY NEED) PRODUCTS, MOBILE:- CONTINEOUS
ADVERTISEMENTS.

CHILDERNS PRODUCTS :- CARTOON NETWORK.

EG: CHOCOLETS, KURKURE, CREAM BISKITS, CHEATOS.

WATCHES, BIKES, SHOES :- DURING SPORTS MATCHES.

 WEEKENDS (FRIDAY NIGHT-SAT-SUNDAY) ANY PRODUCTS.

 PRIME TIME :- 8PM TO 11.30PM
 INCENSE STICK: ON SANSKAR OR ASTHA CHANNEL IN THE
MORNING. OR IN THE EVENING TIME.
 1ST ADVERTISEMENT IN THE
WORLD…..

OLDEST BANK IN
THE WORLD

Edo period advertising in Japan. The

advertising flier from 1806 is for a
traditional medicine called Kinseitan. Display
in the Edo Tokyo Museum.
IS ADVERTISEMENT WASTE OF
MONEY….?
NO
CAUSE EVERY ADVERTISEMENT CONTAINS A MESSAGE FOR ITS
TARGETED AUDIENCE.

MANY TIMES WE THINK WAT IS THEIR IN THE ADVERTISEMENT?

WE DON’T GET MESSAGE IN THE ADVERITSEMENT THAT TIME WE
SAY ITS WASTE OF MONEY. BUT IT IS NOT. WE ARE NOT ABLE TO
RECEIVE THE ADVERTISEMENT.
BUT MANY CUSTOMERS UNDERSTAND THE MESSAGE. THE PRODUCT
WHICH IS NOT FOR US, DOESENT MEAN THAT IT IS THE SAME FOR
OTHER.
IS ADVERTISEMENT WASTE OF
CUSTOMERS TIME…?
NO.
BECAUSE CUSTOMER(S) ARE AWARE OF THE NEW PRODUCT / THEY
GET LNOWLEDGE ABOUT THAT PRoDUCT.

AN ADVERTISEMENTS HELPS THE CUSTOMER THEY WHAT TO BUY &

WHEN.
EFFECTS OF ADVERTISEMENT
ON CUSTOMER…
 THEY GET KNOWLEDGE.

 CREATE AWARNESS. (IRFAN KHAN :- KAM INSURANCE KRNA NA

KRNE K BARABR HAI)

 CUSTOMER CAN CHANGE BUYING DECISION.

 CUSTOMER REMEMBER ADVERTISEMENT. WHENEVER. HE NEED

AUTOMATICALLY HE/ SHE REMIND THE ADVERTISE OR BRANDS TAG
LINE.

 Eg:- WHILE SCOOTER BUYING CUSTOMER REMEMBER ( HUMARA

BAJAJ)

 NEW MOBILE SIM CARD (WHAT AN IDEA SIR JEE, WALK N TALK,
ZOOZOO)
SOCIAL ADVERTISEMENT..
(ISSUED IN PUBLIC INTEREST)
 MEANING:- WHICH ARE NOT INTENDED TO EARN A PROFIT.
THE BASIC OBJECTIVE IS TO CREAT AWARENESS AMONGS THE
SOCIETY.

BROADCAST BY GOVERNMENT/ NGOs

EX:=SOCIAL ADVERTISEMENT

 PULSE - POLIO DRIVE.

 CHILD LABOUR PREVENTION ADs.
 CRY: CHILDREN RIGHTS & YOU.
 WWF:WORLD WILD FEDRATION.
 WHO:WORLD HEALTH ORGNAISATION.
 SAVE WATER & ENERGY.
 ANTI POLLUTION.
THANK YOU……..