Dvertising: Presentation By: Vikram Deshmukh

ADVERTISING
Presentation By:
Vikram Deshmukh
ADVERTISING
 Advertising is a set of marketing
communications or activities used to influence
and persuade consumers to adopt products and
services.
 It is a part of Business Promotion.
 It has to be a paid activity.

WHY ADVERTISING IS NECESSARY?
 To Get noticed
 To Create a Need
 To Get Customers
 To Gain The Market Share
 To Keep Pace with Competition

WHAT MESSAGE IS GIVEN IN AN
ADVERTISEMENT?
 Quality
 Price
 Comparison with Competitors
 New Features
MEDIA
 Media of Advertisement is nothing but the
vehicle used for communication.
It can be
1. Print
2. Audio
3. Audio-Visual
TYPES OF MEDIA - PRINT
 Newspaper
 Magazines
 Yellow Pages
 Others – Posters, Danglers, Leaflets, Brochures

NEWSPAPER - ADVANTAGES
 Reach large population in given area
 Flexibility in deciding the right place & size
 The size can be large enough to communicate the

entire story.
 The readers can read it again & again.
 Time required for Creation & Release is very

less.
NEWSPAPER – DISADVANTAGES
 Expensive
 Visibility amongst other ads
 Poor image reproduction limits creativity
 Short shelf life – 1 or 2 days
 All the readers may not be your prospects
 Due to penetration of internet the readership is

decreasing
MAGAZINES - ADVANTAGES
 Better targeting of Audience – Magazines for
selected target markets
 High Reader Involvement – More attention
 Better quality paper – Better image reproduction

in colour is possible
 Better visibility as one page will have one or two
ads only
MAGAZINES - DISADVANTAGES
 Long lead time – Week, Fortnight, Month etc.
 Limited flexibility as far as placement & size is
concerned
 Space & ad layout costs are higher
YELLOW PAGES
 Advantages: Action oriented
Inexpensive
Response Tracking & Measuring
Frequency
 Disadvantages: Cluttered pages – Less Visible
Competitors ads
Limited Creativity
Market changes can’t be reflected
TYPES OF MEDIA – AUDIO / VISUAL
 Audio – Radio, FM, etc.
 Audio-Visual – Television, Internet etc.
 Visual – Hoardings, Banner, Posters etc.

RADIO - ADVANTAGES
 Universal Medium – Anywhere, Anytime
 Narrowly defined segments can be targeted
 Possible to create a campaign using sounds &

voices
 Rates can be negotiated
RADIO - DISADVANTAGES
 Geographically widely spread customers can not
be targeted.
 Listeners can not listen again till next release
 Interruption in entertainment
 It is a background medium.
TELEVISION - ADVANTAGES
 Reaches Maximum no. of customers
 Regional / Dedicated channels available.
 Image building & visual medium. Use of sight,

sound & motion is possible. Hence the impact is
more.
TELEVISION - DISADVANTAGES
 Message is temporary
 Limited length of exposure – 15-30 seconds
 Expensive – Creation, Production & Airtime
 Preferred ad slots are generally over sold
 Break in entertainment – Often muted by

viewers
OUTDOOR ADVERTISING
 Hoardings – Advantages: Hammering, Catchy,
Disadvantages: Expensive, Visibility
 Banners – Advantages: Cheap, Wide Reach,
Disadvantages: Short life, Visibility

 Posters, Brochures, Leaflets, Danglers –
Advantages: Cheap, Wide Reach,

Point of Purchase – Impulsive Buying
Disadvantages: Short life
INTERNET / WEB
 Emails
 SMS
 Website
 Portals – B2B, B2C
 Business Networking sites

INTERNET - ADVANTAGES
 Reach large audience
 No geographical limits
 Audio & Visual
 Large Content
 Testimonials
 Free & Paid

INTERNET - DISADVANTAGES
 Negative marketing possible by unsatisfied
customers
 Customer has to be proactive
 Google search may not give prominence to your

links
 Useful only in case of internet savvy customers
SELECTION OF MEDIA
 Production Capacity
 Target Market – Geography
 Target Market - Demography
 Budget
ADVERTISEMENT MIX
 The combination of methods used by the business
for advertising
 Different media strategies are used to address
different target markets
OTHER STRATEGIES
 Trade Exhibitions
 Competitions
 Event Sponsorships
 Sampling – In-store
CHARACTERISTICS OF GOOD
ADVERTISEMENT
 Memorable – Stimulates Viewers
 Effective Targeting – Good Concept
 Entertaining – Good Copy-writing
 Grabbing Attention – Creative, Good Design
 Clear & Brief Message about the product or

service
GUIDELINES BY ASCI
 Advertisements should not mislead the
consumers.
 Nutritional values should be authentic.
 Children’s ability to understand should be

considered.
 Over consumption of food or beverages should not
be shown.
 Advertisements should not undermine the role of
parental care & guidance.
RECOGNISE THESE TAGLINES

The Taste of India

Desh Ka Namak

Yehi Hain Right Choice Baby

Taste The Thunder

Complete Planned Food

Fresh n Juicy

Asali Masale Sach Sach

It’s Different

Khane Ke baad Kuch Meetha Ho Jaye

Jee Lalchye Raha Na Jaye
Thank You &
Best Luck!

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ADVERTISING

 It has to be a paid activity.

 To Gain The Market Share

 To Keep Pace with Competition

 Comparison with Competitors

 Others – Posters, Danglers, Leaflets, Brochures

 The size can be large enough to communicate the

 Time required for Creation & Release is very

 Poor image reproduction limits creativity

 Short shelf life – 1 or 2 days

 All the readers may not be your prospects

 Due to penetration of internet the readership is

 Better quality paper – Better image reproduction

 Audio-Visual – Television, Internet etc.

 Visual – Hoardings, Banner, Posters etc.

 Possible to create a campaign using sounds &

 Image building & visual medium. Use of sight,

 Expensive – Creation, Production & Airtime

 Preferred ad slots are generally over sold

 Break in entertainment – Often muted by

Disadvantages: Short life, Visibility

Advantages: Cheap, Wide Reach,

 Portals – B2B, B2C

 Business Networking sites

 Audio & Visual

 Free & Paid

 Google search may not give prominence to your

 Target Market - Demography

 Entertaining – Good Copy-writing

 Grabbing Attention – Creative, Good Design

 Clear & Brief Message about the product or

 Children’s ability to understand should be

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