Advertisiment
Advertisiment
Advertisiment
Used
to
labor
Commercial
advertisers
often
seek
to
generate
techniques to grab people's attention. For example, to make a burger look tasty in advertising,
it may be painted with brown food colors, sprayed with waterproofing to prevent it from
going soggy and sesame seeds may be super-glued in place. Advertising can bring new
customers and more sales for the business. It can be expensive but can help make a business
make more money.
Advertising is how a company encourages people to but their products, services or ideas.
HISTORY
Egyptians used papyrus to make sales messages and wall posters. Commercial
messages and political campaign displays have been found in the ruins of Pompeii and
ancient Arabia. Lost
and
found advertising
on
papyrus
was
common
in Ancient
Greece and Ancient Rome. Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form, which is present to this day in many parts of
Asia, Africa, and South America. The tradition of wall painting can be traced back to
Indian rock art paintings that date back to 4000 BC.
In ancient China, the earliest advertising known was oral, as recorded in the Classic of
Poetry (11th to 7th centuries BC) of bamboo flutes played to sell candy. Advertisement
usually takes in the form of calligraphic signboards and inked papers. A copper printing plate
dated back to the Song dynasty used to print posters in the form of a square sheet of paper
with a rabbit logo with "Jinan Lius Fine Needle Shop" and "We buy high quality steel rods
and make fine quality needles, to be ready for use at home in no time" written above and
below is considered the world's earliest identified printed advertising medium.
In Europe, as the towns and cities of the Middle Ages began to grow, and the general
populace was unable to read, instead of signs that read "cobbler", "miller", "tailor", or
"blacksmith" would use an image associated with their trade such as a boot, a suit, a hat, a
clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were
sold in the city square from the backs of carts and wagons and their proprietors used street
callers (town criers) to announce their whereabouts for the convenience of the customers.
Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
Thomas J. Barratt from London has been called "the father of modern
advertising". Working for the Pears Soap Company Barratt created an effective advertising
campaign for the company products, which involved the use of targeted slogans, images and
phrases. One of his slogans, ""Good morning. Have you used Pears' soap?" was famous in its
day and into the 20th century. Under Barratt's guidance, Pears Soap became the world's first
legally registered brand
Barratt introduced many of the crucial ideas that lie behind successful advertising and
these were widely circulated in his day. He constantly stressed the importance of a strong and
exclusive brand image for Pears and of emphasizing the product's availability through
saturation campaigns. He also understood the importance of constantly reevaluating the
market for changing tastes and mores, stating in 1907 that "tastes change, fashions change,
and the advertiser has to change with them. An idea that was effective a generation ago would
fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is
always better than the older idea, but it is different it hits the present taste." As the economy
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expanded across the world during the 19th century, advertising grew alongside. In the United
States, the success of this advertising format eventually led to the growth of mail-order
advertising.
In June 1836, French newspaper La Presse was the first to include paid advertising in
its pages, allowing it to lower its price, extend its readership and increase its profitability and
the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the
roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large
amounts of space in various newspapers at discounted rate then resold the space at higher
rates to advertisers. The actual ad the copy, layout, and artwork was still prepared by the
company wishing to advertise; in effect, Palmer was a space broker. The situation changed in
the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and
Son offered to plan, create, and execute complete advertising campaigns for its customers. By
1900 the advertising agency had become the focal point of creative planning, and advertising
was firmly established as a profession. Around the same time, in France, Charles-Louis
Havas extended the services of his news agency, Havas to include advertisement brokerage,
making it the first French group to organize. At first, agencies were brokers for advertisement
space in newspapers. N. W. Ayer & Son was the first full-service agency to assume
responsibility for advertising content. N.W. Ayer opened in 1869, and was located in
Philadelphia. 20th century
DEFINITION
Advertisements are messages paid for by those who send them and are intended to inform
or influence people who receive them.
Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television,
print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings,
mailers, contests, sponsorships, posters, clothes, events, colors, sounds, visuals and even
people (endorsements).
The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries the ads, and a host of people like copy editors, visualizers,
brand managers, researchers, creative heads and designers who take it the last mile to the
customer or receiver. A company that needs to advertise itself and/or its products hires an
advertising agency. The company briefs the agency on the brand, its imagery, the ideals and
values behind it, the target segments and so on. The agencies convert the ideas and concepts
to create the visuals, text, layouts and themes to communicate with the user. After approval
from the client, the ads go on air, as per the bookings done by the agency's media buying
unit.
The objectives of all business are to makes profits and a merchandising concern can
do that by increasing its sales at remunerative prices. This is possible, if the product is widely
polished to be audience the final consumers, channel members and industrial users and
through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea
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WHAT IS ADVERTISING
The word advertising is derived from the Latin word via, "advertero" "ad" meaning
towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".
Simply stated advertising is the art "says green." Advertising is a general term for and
all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or
service, to create a demand to stimulate buying and in general to bring together the man with
something to sell and the man who has means or desires to buy".
American marketing association has defined advertising as "any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. The
medium used are print broad cast and direct.
Advertising consists of all the activities involved in presenting to a group a nonpersonal, oral or visual openly, sponsored message regarding a product, service, or idea. This
message called an advertisement is disseminated through one or more media and is paid for
by the identified sponsor.
Advertising is any paid form of non personal paid of presentation of ideas goods or
services by an identified sponsor.
In developing an advertising programmer, one must always start by identifying the
market needs and buyer motives and must make five major decisions commonly referred as
5M (mission, money message, media and measurement) of advertising.
FEATURES OF ADVERTISING
It is a mass non-personal communication.
It is a matter of record.
It persuades buyers to purchase the goods advertised.
OBJECTIVES OF ADVERTISING
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company objectives. Most
companies regard advertising main objective as hat of proving support to personal selling and
other forms of promotion. But advertising is a highly versatile communications tools and may
therefore by used for achieving various short and long term objectives. Among these
objectives are the following:
To do the entire selling job (as in mail order marketing).
To introduce a new product (by building brand awareness among potential buyers).
To force middlemen to handle the product (pull strategy).
To build brand preference 9by making it more difficult for middleman to sell
substitutes).
To remind users to buy the product (retentive strategy).
To publicize some change in marketing strategy (e.g., a price change, a new model or
an improvement in the product).
To provide rationalization (i.e. socially acceptable excuses).
To combat or neutralize competitors advertising.
To improve the moral of dealers and/or sales people (by showing that the company is
doing its share of promotion).
To acquaint buyers and prospects with the new uses of the product (to extend the
PLC).
BENEFITS OF ADVERTISING
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It leads to cheaper prices. "No advertiser could live in the highly competitive arena
of modern business if his methods of selling were more costly than those of his
rivals."
It acquaints the public with the features of the goods and advantages which buyers
will enjoy.
It increases demand for commodities and this results in increased production.
Advertising :
Creates and stimulates demand opens and expands the markets;
Creates goodwill which loads to an increase in sales volume;
Reduces marketing costs, particularly product selling costs.
Satisfied consumer demands by placing in the market what he needs.
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STAGES OF ADVERTISING
Several steps are required to develop an advertising campaign the number of stages and
exact order in which they are carried out may vary according to an organizations resources,
the nature of its product and the types of audiences to be reached. The major stages/step are:
1. Identifying and analyzing the advertising.
2. Defining advertising objects.
3. Creating the advertising platform.
4. Determining the advertising appropriation.
5. Selection media plan.
6. Creating the advertising message.
7. Evaluating the effectiveness of advertising.
8. Organizing of advertising campaign.
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SELECTION OF MEDIA
1.
I)
Media
Press Advertising or Print
Newspapers
Form
City, Small town, Sundays,
Daily, weekly, Fortnightly,
quarterlies, financial and
annuals, English, vernacular
ii)
Magazines
or regional languages.
General or special, illustrated
or otherwise, English, Hindi,
iii)
2.
Regional language.
Circulated all over the
magnates.
Circulars, catalogues,
leaflets, brochures, booklets,
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Outdoor or Traffic
material.
Poster and bills on walls,
railways stations platforms
outside public buildings
4.
5.
trains, buses.
Spot, Sectional or national
Publicity
trade cost
Movie Slides and films nontheatrical and documentary
films metal plates and signs
6.
House to house
attaches to trees.
Sampling, couponing, free
gifts, novelties, demons-
7.
Dealer aids
rations.
Counter and widows
display demonstration given
by retailer or the advertises
8.
Internet
goods.
Today, Internet is a big spot
for advertising.
TYPES OF ADVERTISING
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Paying people to hold signs is one of the oldest forms of advertising, as with this human
billboard.
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular
media for advertisers.
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A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack cards,
radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts,
web popups, skywriting, bus stop benches, human billboards and forehead advertising,
magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab
doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in
supermarkets, shopping cart handles, the opening section of streaming audio and video,
posters, and the backs of event tickets and supermarket receipts.
Any place an "identified" sponsor pays to deliver their message through a medium is
advertising.
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as
is
reflected
by
the
high
prices
television
networks
charge
for
commercial airtime during popular events. The annual Super Bowl football game in the
United States is known as the most prominent advertising event on television
Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The
word "infomercial" is a portmanteau of the words "information" and "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the target sees the
presentation and then immediately buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often demonstrate product and their
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features, and commonly have testimonials from customers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are
broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving
device.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Online ads are
delivered by an ad server.
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New media
Technological development and economic globalization favors the emergence of new
communication channels and new techniques of commercial messaging.
Product placements
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 Anderton owns a phone with
the Nokia logo clearly written in the top corner, or his watch engraved with
the Bulgaria logo.
Press advertising
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Billboard advertising
Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, viewers, such as on mass transit
vehicles and in stations.
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In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters.
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Street advertising
This type of advertising first came to prominence in the UK by Street Advertising Services to
create outdoor advertising on street furniture and pavements.
Image advertising
Image advertising is undertaken primarily to enhance an organizations perceived importance
to a target market. Image advertising does not focus on specific products as much as it
presents what an organization has to offer. Image advertising is often used in situations where
an organization needs to educate the targeted audience on some issue.
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Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products
And promote specific stores or products. Advertisers often advertise their products
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Aerial advertising
Using aircraft, balloons or airships to create or display advertising media. Skywriting is a
notable example.
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Online Advertising
If you see an advertisement via the Internet (World Wide Web), then it is classified as online
advertising. In fact, there are ads on this very page, and most other websites you visit, as they
are the primary revenue driver for the Internet.
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5Ms OF ADVERTISING
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ADVERTISING BUDGET
Advertising budget is an estimation of total expenses that are to be incurred on
advertising during a given period of time. The Advertising budget includes items of
expenditure relating to Advertising programmers, cost of space, advertising material
(Including advertising copy) production expenses, media expenses, agency commission and
advertising research etc.
In the most elementary form, it states the proposed advertising expenditure and
informs and suggests the company management of the anticipated cost of executing the
advertising plan.
It is the translation of advertising plan into money. The advertising budget must be
realistic, flexible and adequate for the advertising programmers. The advertising budget must
consider the advertising goals and the size must relate to advertising needs. It should be
tailored to suit the needs of the business enterprises.
An advertising budget will show also how much, where and for what purposes the
amount provided in the budget is to be spent. The amount provided in the advertising budget
is not fixed arbitrarily but is determined on scientific lines keeping in view the nature of the
product, size of the market to be covered by the enterprise, types of consumers and the
strategy of the competitors etc. it is a plan for the companys future advertising programmer.
It provides a programmer of the best assortment of types of advertising to be undertaken
along with its time table and frequency. In addition to planning function, the advertising
budget also serves as a control of advertising expenditure.
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HEADLINE
A headline is a word or phrase printed in large letters above the advertising message.
Headline gives in brief a fair, idea of the contents of the copy.
A good headline attracts attention and arouses interest. So that the reader would be
induced to read the advertisement. Normally, the headline finds 10010 of the entire copy.
Some advertising men believe that 50% to 75% of the performance of an advertisement must
be credited to the headline. As people go through a newspaper or a magazine the headline is
the only thing that attracts its attention. Thus the headline carriages the heaviest burden of
attracting readers to the advertisement.
Role of Headline:
A headline plays a significant role in advertise by performing the following important
functions:
A. to attract attention of readers to the ad;
B. to attract attention of the target consumers easily and quickly and to persuade them to read
the whole of the ad;
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SLOGAN
A slogan is phrase or sentence used repeatedly by a company or an organization or an
advertiser to aid in the formulation of his message. A slogan is repeatedly used to create
certain kind of effect on the minds of people. Slogan is an important part of advertising copy.
Like headlines and illustrations, slogans are Communication devices which are used to
present an idea rapidly and concisely. It may be used throughout an advertising campaign or
over a period of many years. Some advertisers develop and use new slogans for each new
advertising campaign. A slogan suggests the thing and he advertises. It suggests the use of
product again and again or several times so that readers know it by heart.
Generally, slogans are used for headlines in advertisements. They are similar in
structure to the summarizing headlines and try to summarize some advertising idea just as a
headline does. Slogans are mainly used in outdoor advertising. In such outdoor advertising, a
slogan becomes headline and the sales message. Slogans are generally developed from
incidents in the life of a product; such incident that optimize the use or value of a product
when the incident is happily expressed in a pleasing phrase and is used in Advertising. The
right frame having appeal becomes a good slogan .A slogan sentence used repeatedly by a
company of any organization to create an impression in the minds of the customers.
A slogan should suggest the thing it advertises. Slogans be used for headlines in
advertisements because of the limitation on the length of a copy in this medium. The slogan
then becomes headline and sales message all in one.
Good slogans are not invented monthly by the advertiser. But they develop from
incidents in the life of a product of clause of a product etc. Then an incident is happily
expressed in a pleasing phrase and used in advertising, it becomes a good slogan e.g.
1. Any surface that needs painting needs Asian Paints.
2. A filter so true that the taste comes through. (Bristol Cigarette).
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PepsiCo
PepsiCo entered India in 1989 and in the short span of a little more than a decade
it became the country's largest selling soft drinks company. The Company has investedheavil
y in India making it one of the largest multinational investors. The group has built an
expansive beverage, snack food and exports business and to support the operations are the
groups of 43 bottling plants in India, of which 15 are company owned and 28 are franchisee
owned. PepsiCo stays committed to providing its consumers with best quality beverages. Its
diverse portfolio of brands include the flagship cola brand Pepsi, Diet Pepsi, 7Up, Mirinda,
Mountain Dew, Slice fruit drink, Tropicana brand 100% fruit juices in the various flavors,
Aquafina packaged drinking water, the Gatorade plus local brands Lehar Evervess Soda and
Dukes Lemonade and Mangola. PepsiCo is also a dominant player in snack food segment
in India. PepsiCo's snack food company Frito-Lay is the leader in the branded potato chip
market. It manufactures Lay's22
Potato Chips; Cheetos extruded snacks, Uncle Chips, Kurkure and Lehar brands, and
Quaker Oats. PepsiCo is one of the largest MNC exporters in the India and its export business
consists of three categories: agribusiness, commodities and Pepsi system sales. PepsiCo has
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madethe significant investments with the Punjab Agriculture University to develop thecompr
ehensive agro-technology program that has helped thousands of the farmers across India
improve
the
yield
of
their
farms
and
the
quality
of
their
agricultural
products.PepsiCo has leveraged its knowledge in the contract farming to develop seaweedcult
ivation in the Tamil Nadu and has partnered with the Government of Punjab to help farmers
of the state through the utilization of developed technology for the citrus farming. As part of
its
sustainable
development
initiatives
PepsiCo
India
has
been
endeavor
to
develop
the
community
outreach
programs
bysupporting rural water supply schemes, administering medical camps in villages, providing
computers to rural schools and creating opportunities for women in rural areas through
vocational training as an alternate means of the livelihood
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the
joint
venture
in
1994.
Others
claim
that
firstly
Pepsi
was banned from the import in India, in 1970, for having refused to release the list of itsingr
edients and in 1993, the ban was lifted, with Pepsi
These controversies are a reminder of "India's sometimes acrimonious relationship with t h e
huge multinational companies." Indeed, some argued that PepsiCo and
coco cola company have been major target in part because they are well
known companies that drawn plenty of attention.
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PepsiCos Campaign
The analysis of Pepsi, 7 UP and Mountain Dew from the portfolio of PepsiCo puts forth
some interesting aspects about the evolution of these brands. Pepsi was one of the first
products to Indian markets after the economic reforms of 1991.
Pepsi
Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the
most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh
Khan among others. The focus, as is clearly evident, is on the product with the youth as its
target segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later
campaigns.
Yeh Dil Mange More campaign was again a great success, having balanced the emotional
as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other
leading stars at that point of time, this was also one of the longest campaigns carried out by
Pepsi. The company however failed to maintain the trend and leverage it. Instead of
moving on to a complete emotional appeal platform, the company decided on a product
based promotion campaign. Though there is still some amount of emotional appeal to its
campaigns, the principal focus is on the product - it being a preferred thirst quencher.
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7 UP
In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as
well. However, with changing times and a contextual difference in India, a much more
focused campaign was required. This led to the Keep It Cool campaign, which was targeted
primarily at the youth and the teenager segment. Hence the appeal was at a more subtle,
emotional level, which was meant to convey a potential lifestyle statement. The recent
campaign of Bheja Fry essentially leverages on the same emotional appeal where the Keep
It Cool campaign has been somewhat tweaked to have a local appeal.
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Mountain Dew
Mountain Dew is the latest entrant in the product portfolio. This product too has the appeal
of being the drink of a daredevil or the No Fear personality. The campaigns launched
include Do the Dew and Dar Ke Aagey Jeet Hai. The initial campaign was unclear in terms
of its appeal and the target segment, as a result of which the brand suffered some jolts in
the beginning.
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Data analysis
Respondents classification according to age
Age (in years)
15-20
21-40
41-60
Total
No. of respondents
44
50
6
100
Percentage
44%
50%
6%
100%
Pie chart
44
100
50
6
15-20
20-40
41-60
Total
Inference:
Above chart reveals that 44% of the respondents are in the group of 15-20, 50% are
in the group of 21-40 and 6% are in the group of 41-60.
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Table 2
Respondent classification according to sex
Sex
Male
Female
Total
No. of respondent
60
40
100
Percentage
60%
40%
100%
percentage
male
female
Total
Inference:
Above chart reveals that 60% of the respondents are males and 40% of them are
female
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Table 3
Have you seen the advertisement of PepsiCo cold drink?
Particular
Yes
No
Total
No. of respondents
100
100
Percentage
100%
100%
Sales
yes; 100%
yes
no
Inference:
Above chart reveals that all respondents are see advertisements of PepsiCo cool
drinks
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Table 4
Could you recall any advertisement of Pepsi Cola?
Particulars
Yes
No
Total
No. of respondents
88
12
100
Percentage
88%
12%
100%
No.of respondents
12%
88%
yes
no
Inference:
Among
100
respondents
88%
of
respondents
recall
theadvertisement of PepsiCo cool drinks and 12% of respondents didnt recall an
yadvertisement of PepsiCo cool drinks
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Table 5
Did the advertisements of PepsiCo cool drinks create awareness about
brands and make to consume product?
Particular
Yes
No
Total
No. of respondents
84
16
100
Percentage
84%
16%
100%
16%
84%
Yes
No
Inference:
Above chart reveals that among 100 respondents 84% of the respondents agreed
that advertisement of PepsiCo cool drinks create awareness about brands and
make to consume product
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Table 6
Did the Famous personalities and slogans are necessary for the
advertisements of PepsiCo cool drinks?
Particulars
Yes
No
Cant say
Total
No. of respondents
79
15
6
100
Yes
No
Can't say
Percentage
79%
15%
6%
100%
total
Inference:
Above chart reveals that among 100 respondents 79% of respondents views that famous
personalities and slogans are necessary for the advertisements of PepsiCo cool drinks while
15% views that no, and 6% of the respondents view that cant say
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Table 7
Do you satisfied with the performance/quality of product which is seen
by advertisements PepsiCo of cool drinks
Particulars
Yes
No
Total
No. of respondents
89
11
100
Percentage
89%
11%
100%
No. of respondents
no
yes
Inference:
Above chart reveals that among 100 respondents 86% of the
respondentsviewthat they satisfied with the performance of /quality of product which is seen
byadvertisement of PepsiCo cool drinks while 14% of the respondents said no.
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Table 8
Do you think advertisements of PepsiCo cool drinks should been regular
time to get effective?
Particulars
Yes
No
Cant say
Total
No. of respondents
64
32
4
100
Percentage
64%
32%
4%
100%
no. of respondents
yes
no
cant say
total
Inference:
Above chart reveals that among 100 respondents 64% of the respondents said that
advertisements of PepsiCo cool drinks should be in regular time to get effective while32%
advertisements of PepsiCo cool drinks should be in regular time to get effectives
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Advertising creative
Some of the most successful advertisement creative produced by various
ad agencies in India are shown below.
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Conclusion
In todays world which is fast moving & dynamic, peoples wants, need and desires
are changing; its very important to know them and give them what they want. This is the
main objective of advertising where ad agency plays major role in market research, making
of creative, launching it in the market, taking the feedback of consumer and making any
product famous and acceptable among consumers. Ad agencies are playing an important role
in shaping present and future of not just selected brand but of entire company.
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BIBLIOGRAPHY
WWW.GOOGLE.COM
www.yahoo.com
www.wikipedia
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