THE WORLD OF ADVERTISING Submitted by:- KAMAL-DEEP

What is Advertising
Advertising A part of promotion mix can be define as: A paid form of Non personal Communication From an identified sponsor Using mass media To persuade or influence audience With a unique message.

Types of Advertising

Area based Brand Burst Corporate Covert Comparative Challenging Direct Emotional Financial

Contd

Gorilla Interactive Manipulative Negative Puffery Product Retail Surrogate Spoof Unethical

Types of advertising
Product-Related advertising: Informative advertising-This advertising figures heavily in the
Introduction stage of a product, where the primary objective is to build demand.
MOTOROLA Ads for pagers, explaining how to use them (providing information).

Persuasive advertising- Persuasive Advertising figures heavily in

the Growth Stage of Product Life Cycle, where the companys objective is to build selective demand for a particular brand. LikeAKAI TV ads compared the brand with 6 competitor brands.

Types of.
Reminder advertising- This advertising is highly important in the
mature stage of the product to keep the consumer thinking about the product. -Fevicol campaigns act as a reminder form of advertising, bonding Fevicol with consumers as the strongest Adhesive

Trade Advertising- It can classified into two categories: Retail advertising Wholesale advertising-

Types of.
Retail advertising- can define as covering all

advertising by store that sell good direct to the consuming public. Example- In & Out promotional techniques of retail outlets.
Wholesale advertising- Wholesalers are, generally,

not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image making techniques used by retailers.

Types of.
Area based advertising:- There are three types of this
advertising. They are as follows National advertising- This type of advertising is to encourages the
consumer to buy their product wherever they sold. Advertising that is done in one nation only. Dabur Ads or Nirma Ads

Global Advertising: Advertising that is carried on for a company or a

product globally. Like- Im loving it was a global ad released by McDonalds

Local advertising-Advertising that is carried out in a particular region

or market. Like-BRU and AMRUTANJAN selected campaign directed towards consumers in South India.

Other types of.

Manipulative advertising:- "limits free and informed action."It
is sort of like convincing customers to purchase something, but it is based on incorrect or inconclusive information.

Surrogate advertising:- The advertisement comes with the

same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements.
Like- aap, main or Bagpiper". This Bagpiper club soda

advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.

Other types of.

Unethical advertising:- Unethical advertising is when you promise
something you cannot deliver.
For Example- In the fitness industry, you advertise that you guarantee a

weight loss of 50 pounds per month with your program. You cannot possible deliver that to every person who comes into your gym.

Covert advertising:- Covert advertising is when a product or brand is

embedded in entertainment and media.
For example, in a film, the main character can use an item or other of a

definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderson owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

Other types of.

Brand advertising: This advertising helps in the long-term build
up of a brand.
HLLs ads for LUX ,LIRIL, REXONA.

Classified Advertising: This advertising gives information

dissemination about a sale.
MID-DAY NEWSPAPER or TOI classified section.

Promotional Advertising: This advertising informs an

announcement about a sale.
ADIDAS offering 50% DISCOUNT on sneakers.

Other types of.

Advocacy Advertising: This advertising is used to publicize a
particular cause. All the social ads fall into this category.
Drink, MORE MILK (TV ad by FCB ULKA for NDDB) & AIDS

AWARENESS ADS by Govt.

Negative advertising:- emphasizes on negative attributes of the competitors product instead of focusing on positive attributes of own products. exp.- Horlicks Vs. complain, Pepsi Vs Thumps up

Other types of.

Puffery advertising:- In these ads superlative degree is used to
create attraction. Example- Gillettes punch line. The Best a men can get.

Financial advertising:- Ads taking only about finance related

things. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is an unconventional

way of performing promotional activities. Usually very funny or subtle, its a great way to promote a business with a low budget and generate buzz. But youll need lots of creativity. Example- guerilla ad

Other types of.

Emotional advertising:- Ads directly hit consumers emotions.
Example- Airtels ad of a little boy with toy phone.

Challenging advertising:- Ads directly or in directly challenge

other company, brand or product. Example- Boomer gumlairs, clairs ka baap & luminous ad No.1 here we come.

Other types of.

Burst advertising:- Ads dont have any above thing or sense
but creative ads. Example- Mentos ads.

Silence advertising:- a commercial with little or no music

will be most effective with an elderly audience. If someone is doing other things while watching T.V. and all of a sudden they notice there isn't any sound coming out of the television, their eyes will likely jump up to the television and it's probably at that moment the person will catch a glimpse of a company name, or a logo.

Other types of.

Spoof advertising:- When we promote our product on
opponents ad strategy.
Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.

Direct advertising:- Aqua sure For demo Call 1800

Advertising Objectives
Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketers offerings. For better understanding here we will discuss about some basic and broad objectives of advertising.

Basic Objectives
To inform: This type of advertising is heavily used in the
pioneering stage of a product category, where the aim is to build primary demand.
Ujala commercial, where the ad talks about how different it is from the

age old neel by talking about its solution contents and showing how different your clothes look when washed with Ujala.

To Persuade: when the product is in the competitive stage, where

the companys objective is to build selective demand for a particular brand.
Whirlpool ice magic positions itself as being a quick icemaker and was

the first one of its kind to use this as a marketing platform.

Basic Objectives
To Remind: when the product is in the maturity stage. They are
intended to remind people to purchase your bran d.
Thumps up, Coke, Pepsi ads all these ads no more are shown to create

awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. These are just reminder ads to keep the brand or the company fresh in the minds of the consumers or have the brand top of mind.

To Reinforce: It seeks to ensure the buyers that they have made

the right choice by purchasing your brand.
Hamara Bajaj advertisements make the owner of the two wheelers of

Bajaj proud of their possession by giving it a patriotic positioning

Broad Objectives
Launch of new product/service:- To inform consumers about
new product launching. exp- Parle Lite barbone.

Expansion of market to new users:- To inform about

companys market expansion. Exp- India got Talent.

Announcement of product modification:- To inform about

product modification. Exp- Bajaj Pulsar.

Announcement of dealers location:- To inform about place

where the product is available. Exp- Strapsil. Now available in your nearest general store.

Broad Objectives
Announcement of special offers:- To inform about
latest/special offers. Exp- Dettol combo offer 9Rs off.

To educate the customers:- To tell about what are the benefits

from the product and how to use that. Exp- Aircels Pocket internet.

To create social responsibility:- To make customer social. ExpPadhega India tabhi to Badhega India.

Effect of Advertising
The advertisers are therefore, concerned with their impact on consumer awareness and attitude. The communication effect on sales may be presented in the following figure:Communication Effect on Sales Awareness
Attitude Trial Satisfaction Purchases or repurchase

The Role of Advertising in Brand Management

Information and persuasion Introduction of new brands and extensions

Building and maintaining brand loyalty/brand equity

Creating an image/meaning

Building brand loyalty in the trade channel

Advertisings Role in Segmentation, Differentiation and Positioning

Segmentation (heterogeneous > homogeneous)

Positioning

Distinct from other brands Occupies a value level External niche vs. internal

Differentiation (perceived as different or unique)

Advertisings Role in Revenue and Profit Generation

Brand loyalty leads to inelasticity of demand:

less price sensitivity to demand

Economies of scale: higher volume results in

lower unit cost