Advertising Notes

Page 1: Introduction to Advertising

• Marketing: A collection of activities aimed at managing customer needs and ensuring the fulfillment of these needs, often focused on a specific product or service.

• Advertising: A tool in brand marketing that disseminates information about products, services, or ideas. It is:

  • Non-personal communication.

  • Usually paid for and persuasive.

  • Involves identified sponsors using various media.

• Origin of 'Advertising': Derived from Latin "advertive", meaning "to turn the mind towards" something.

• Historical Context: Earliest advertisements were done through word of mouth; modern advertising began with printed ads:

  • Example: First newspaper ad in 1704 selling a plantation in Oyster Bay, Long Island.

Page 2: Evolution of Advertising

• First Advertising Agency: Established in 1841 by Robert Palmer in the USA.

• Television Advertising:

  • Became a key medium post-World War II.

  • First televised ad aired on July 1, 1941, for Bulova watches.

• Golden Age of Advertising (1960s-1980s): Revolutionized by advertising legends like William Bernbach, David Ogilvy, and Mary Wells Lawrence.

• Emergence of Digital Advertising in the 1990s:

  • First online ad in 1994 had a 44% click rate.

  • Development milestones: Yahoo's transformation in 1995, founding of DoubleClick in 1996, Google's AdWords in 2000.

Page 3: Advertising in India

• First Indian Newspaper Ad: Published in the Bengal Gazette by James Augustus Hicky on January 29, 1780.

• First Indian Ad Agency: Launched in the early 20th century, including notable agencies like the National Advertising Service in 1931.

• First Indian TV Commercial: Aired in 1978 for Gwalior Suitings; first color TV ad in 1983 for Bombay Dyeing.

Page 4: Features of Advertising

• Defined by Webster: "To give public notice or announce publicity".

• Key Elements:

  • Communication between organizations and consumers.

  • Information on product features and services.

  • Persuasion of consumers to promote buying behavior.

  • Focus on profit maximization through increased sales.

  • Non-personal format, providing a choice in products.

  • Prepared by professionals (art directors, producers, etc.) and essential for marketing strategy.

Page 5: Marketing Communication and the Four P's

• Four P's of Marketing:

  • Product: Goods/services offered, including features and policies.

  • Price: Cost based on consumer willingness to pay, including discounts.

  • Place: Distribution strategies for product availability.

  • Promotion: Includes both personal and non-personal communication activities.

• Integrated Marketing Communication (IMC): A strategic process for developing coordinated and persuasive brand communication programs.

Page 6: Roles of Advertising

• Four Main Roles:

  • Economic: Stimulates sales and profits.

  • Societal: Shapes societal values and relationships.

  • Marketing: Vital component of the marketing mix.

  • Communication: Links advertisers with consumers through various information channels.

Page 7: Functions of Advertising

• Key Functions:

  • Informing: Provides information about products and services.

  • Persuading: Encourages consumer decision-making.

  • Reminding: Keeps the brand top-of-mind for consumers.

  • Building Brand Identity: Establishes and maintains brand recognition.

  • Generating Demand: Supports sales efforts and increases market visibility.

Page 8: Basic Principles of Advertising

• Principles:

  • Truth, Clarity, Originality, Effectiveness, Profitability.

• Visual Principles:

  • Constancy, campaign duration, recurring tagline, uniform positioning, lucidity, creating effective flows.

• AIDA Model: Developed by Elias St. Elmo Lewis, outlines the process of capturing consumer attention and guiding them through Interest, Desire, and Action stages.

Page 9: AIDA Model Explained

• Stages:

  • Attention: Capturing customer awareness.

  • Interest: Engaging customer interest in products.

  • Desire: Building a strong want for the product.

  • Action: Prompting consumer to take action (e.g., purchasing).

Page 10: DAGMAR Model for Advertising Goals

• DAGMAR: Proposed by Russel H. Colley in 1961, outlines that each purchase prospect goes through:

  • Awareness, Comprehension, Conviction, Action.

• AISDALSLove Model: An evolution of AIDA, focusing on additional consumer feelings and responses post-purchase.

Page 11: Types of Advertising

• Print Advertising: Newspapers and magazines, including flyers, brochures, and classified ads.

• Broadcast Advertising: TV, radio, and internet ads; offers wide reach but is often costly.

• Outdoor Advertising: Billboards and kiosks targeting high-traffic areas.

• Covert Advertising: Subtle product placement in films and TV shows.

• Public Service Advertising: Aimed at social causes and community benefit.

Page 12: Additional Advertising Types

• National Advertising: Targets consumers through various distributors without geographical constraints.

• Retail Advertising: Targets consumers directly through stores.

• Wholesale Advertising: Focuses on advertising for wholesalers.

Page 13: Product Advertising Types

• Competitive Advertising: For products in growth stages, aiming for immediate sales.

• Retentive Advertising: Maintains product visibility to ensure its status.

• Campaign Themes: Organized series of advertisements conveying consistent ideas over time.

Page 14: Advertising's Social Role

• Influences Consumer Behavior: Reflects and shapes values and aspirations in society.

• Builds Brands: Enlarges consumer awareness and loyalty.

Page 15: Advertising Ethics and Regulation

• Misleading Claims: Ethical concerns when advertisements are deceptive.

• Puffery: Exaggerated claims that aren't likely to mislead.

• Advertising Regulation: Governed by bodies like the Advertising Standards Council of India.

Page 16: Advertising Agency Overview

• Advertising Agency Definition: An independent organization that develops, prepares, and places advertising media.

• Agency Types: Includes full-service, creative boutiques, in-house agencies, and modular agencies.

Page 17: Advertising Agency Personnel

• Departments:

  • Accounts, Client Serving, Creative, Production, Media Planning, Research.

• Roles: Each department plays a crucial role in developing effective advertising strategies.

Page 18: Market Structures in Advertising

• Types:

  • Perfect Competition, Monopoly, Monopolistic Competition, Oligopoly.

• Importance: Helps analyze industry characteristics.

Page 19: Advertising Objectives

• Key Objectives:

  • Reach, Frequency, Opportunity to See (OTS), Cost-Per-Rating Point (CPRP).

• Differences with Personal Selling: Highlights distinctions in relationship, communication, and approaches.

Page 20: Propaganda and Online Advertising

• Propaganda: Systematic efforts to manipulate perceptions and behaviors to achieve a desired outcome.

• Online Advertising: Uses the internet for marketing messages. Includes web ads, pop-ups, display ads, and mobile ads.

Page 21: Advertising Costs and Budgets

• Advertising Budget: Critical for promoting products and reaching target markets.

• Factors Influencing Budget:

  • Frequency of advertising, competition, market share, and product life cycle stage.

Page 22: Public Relations Overview

• Definition: Engaging with the public to build beneficial relationships.

• Ethics and Laws: Standards of conduct for public relations practices outlined by agencies like PRSA.

Page 23: Functions and Types of PR

• Functions:

  • Managing public opinion, drafting strategies, managing social media, and dealing with government agencies.

• Types of PR Agencies: Media relations, investor relations, customer relations.

Page 24: History of PR

• Early Practices: Awareness of public opinion dates back to ancient Greece.

• Ivy Lee and Edward Bernays: Pioneers in establishing public relations as a profession.

Page 25: Modern Adoption of PR in India

• Role of PR: Gained prominence post-independence focusing on ethical communication strategies.

Page 26: PR Functions and Features

• Engagement Strategies: Focus on building positive relationships and meeting public interests.

Page 27: Evaluation of PR Activities

• Measuring Effectiveness: Challenges in quantifying PR efforts compared to traditional advertising.

Page 28: Crisis Management in PR

• Crisis Phases:

  • Pre-crisis, crisis response, and post-crisis planning.

Page 29: PR and Social Responsibility

• CSR: Integration of social and environmental concerns into business practices for public benefit.

Page 30: PR Ethics and Professional Standards

• Code of Ethics: Guide for ethical behavior in public relations highlighting honesty and fairness.

Page 31: Advertising Copywriting

• Copywriting Principles: Importance of clarity, brevity, and focusing on one main idea to convey the message.

Page 32: Types of Advertising Copy

• Examples: Scientific, descriptive, narrative, and suggestive copy used to captivate audiences.

Page 33: Advertisement Characteristics

• Effective Elements: Include attention-grabbing headlines, informative content, and engaging visuals.

Page 34: Market Segmentation in Advertising

• Segmentation Process: Tailoring products and messages to specific consumer groups based on their similarities.

Page 35: Social Responsibility in Advertising

• Advocacy and Lobbying: Utilizing brand messages to promote social causes and influence government policies.

Page 36: In-house PR vs. Agencies

• Agency Benefits: Diverse expertise and broader industry connections.

Page 37: Political Advertising Strategies

• Role in Elections: Use of strategic messages to influence public voting behavior.

Page 38: Effective PR Campaigns

• Components: Content, audience engagement, and feedback mechanisms critical to success.

Page 39: PR Crisis Management Principles

• Dealing with Media during Crisis: Importance of controlling the narrative and managing public perception.

Page 40: PR Process Steps

• Four-Step Process: Defining problems, planning actions, implementing strategies, and evaluating results.

Page 41: Communication Management

• Role in Crisis: Effective messaging during crisis situations to maintain trust and reputation.

Page 42: PR and Organizational Reputation

• Maintaining Relations: Importance of strategic communication and relationship management in PR.

Page 43: Ethical Standards in PR

• Code of Ethics: Guiding principles for maintaining integrity and transparency in public relations.

Page 44: Privacy in Advertising

• Legal Standards: Regulations around advertising practices focusing on consumer rights and privacy issues.

Page 45: Advertising Writing Techniques

• Effective Ad Copy: Importance of concise and compelling messaging in advertisements.

Page 46: Characteristics of Print Ads

• Types of Print Ads: Classified ads, display ads, and supplements – importance of effective layout and content.

Page 47: Conclusion on Advertising Comparative Aspects

• Control and Credibility: Differences between advertising and publicity in terms of message control and credibility.

Page 48: The Evolution of PR in India

• Historical Developments: Key figures and movements that influenced modern PR practices in India.