INFILM

ADVERTISING
GROUP NO
Akanksha jain 20

Aashnee Gajaria - 75
Anshula M - 86
Apoorv Chopra - 72
Bhagyashree Ingle - 78
Khushaal Talreja - 119
Lubna Shaikh - 102
Nishant Tulsiani - 111
Pooja Thawani - 110
Rahul Parkash - 114
Vedika Talwar - 107

Table of Contents
WHAT IS ADVERTISING

TYPES OF ADVERTISING

INFLIM ADVERTISING

ADVANTAGES AND DISADVANTAGES

GROWTH OF INFILM ADVERTISING

CONCLUSION

Advertising
Definition: To call the public's attention to your
business, usually for the purpose of selling products or
services, through the use of various forms of media,
such as print or broadcast notices
Advertising provides a direct line of communication to your existing and prospective
customers about your product or service. The purpose of advertising is to:

Make customers aware of your product or service;

Convince customers that your company's product or service is right for their
needs;

Create a desire for your product or service;

Enhance the image of your company;

Announce new products or services;

Reinforce salespeople's messages;

Make customers take the next step (ask for more information, request a
sample, place an order, and so on); and

Draw customers to your business.

Types of Advertising
Traditional and Non-Traditional Advertising
Because the terminology is confusing, this paper will refer to media advertising
such as newspaper banner advertisements and television commercialsas well direct
marketing, as traditional advertising. Below the line advertising will be referred to as
non-traditional advertising.
The marketing consulting firm Winterberry Group believes the shift from traditional
to non-traditional methods is driven by three main factors:
Perception: consumers want to feel engaged
Interaction: consumers want to feel empowered and connected, and
Measureability: consumer interactions are frequently easier to measure than
ever before
Non-traditional advertising represents far more than shifting terminology or
advertising-industry dynamics. It represents a sea change in the way in which brands
hope to interact with consumers. In the past, advertising has often focused on brand
awareness and recognition, but non-traditional advertising seeks instead to drive sales.
It aims for an efficiency of communication that traditional advertising often does not
maintain.

Above the line advertising refers to traditional mass media advertising, that which is
conducted in newspapers, on television, the radio, and on the internet. It is, simply, what
people think of when they think of advertising. All of the following activities are the most
common types of ATL advertising:
Television, films and radio commercials
Display advertising (in newspapers, magazines, and, frequently on the Internet)
Classified advertising (in newspapers and yellow pages)
Billboard advertising
Below the line advertising refers to ads that are of direct means of communication. In other
terms, it means right in the face. Consumers get these ads via direct mails, brochures,
newsletters, flyers, etc. These sorts of materials are normally produced in large sum and
distributed to a larger or more diverse set of audience.
The definitions of below the line advertising vary; roughly, it is advertising that delivers a
tactile incentive to purchase a product (such as a coupon or a product sample).
The following methods are usually considered BTL advertising:
Price promotions or discounting
Coupons
Gift-with-purchase
Competitions and prizes
Monetary refunds
Loyalty incentives
Point-of-sale displays

IN-FILM ADVERTISING
WITH THE advent of the new millennium, the marketers and advertisers have found
a new form of publicising their product and creating more visibility for their brands.
This is cinema or films. The growing competition between products and brands in the
Indian market has led the marketers to find more ways of reaching the customers and
Indian cinema has become not only an innovative but also, an effective option.
Due to the rise in the clutter of multitudinous brands, people have shortened attention
spans. Here, in-film advertising is a boon, as it breaks through this clutter. In fact, the
best way to deliver the message is to catch the customer off-guard, when their rational
defences are down.
In-film advertising helps a brand to be present in the content itself and hence
becomes inseparable from the storyline. Such integration of the brand within the
script of a film helps in delivering the brand message in an entertaining and engaging
way

ADVANTAGES OF INFILM
ADVERTISING:
The strategy of placing some selected brands in films, gives most brands an additional
marketing push, even though the stars featuring them may not be directly endorsing
these brands.
There are several advantages of in-film advertising. One gets stars to represent their
brands, at a fraction of the costs. Moreover, films transcend geography, class and
culture barriers, giving an opportunity for national and even international level
branding. It also facilitates a clutter-free environment. Most importantly, films cannot
be surfed, zipped or muted, unlike TV and internet. The advertisement catches people
in a receptive mood and can be target specific.

DISADVANTAGES OF INFILM
ADVERTISING:
The reputation of the celebrity may derogate after he/she has endorsed the
product: Since the behaviour of the celebrities reflects on the brand, celebrity
endorsers may at times become liabilities to the brands they endorse.
The vampire effect: This terminology pertains to the issue of a celebrity
overshadowing the brand. If there is no congruency between the celebrity and the
brand, then the audience will remember the celebrity and not the brand.
An Example could be the Castrol commercial featuring Rahul Dravid.
Inconsistency in the professional popularity of the celebrity: The celebrity may
lose his or her popularity due to some lapse in professional performances.
Multi brand endorsements by the same celebrity would lead to overexposure
Celebrities endorsing one brand and using another (competitor): Shah Rukh
Khan endorsed Dish TV and he is reported to be using Tata Sky.
Mismatch between the celebrity and the image of the brand

GROWTH OF INFILM
ADVERTISING
The reasons for this growth are obvious. The biggest
selling point is the captive audience and the big screen. In terms of
reach, while in-cinema advertising may be lower than TV and outdoor
media, its impact tends to be higher due to confirmed audiences and
undivided attention.
In spite of the economic cut down, there has been a
substantial growth in spends done by brands and new brand categories
are also tapping the space. This is due to the fact that the reach is
direct and faster to the target audience.
the first and foremostreason for in-cinema revenues flourishing is because it is a
cost efficient advertising medium.
The sheer size of the big screen and sound system creates
a larger than life impact for commercials. Cinema goers are normally
in a stress-free state of mind and in an environment like that the
communication is much better received. Unique audience, clutter free
limited break, ability to target region and state, urban and rural etc
are some other benefits that in-cinema advertising offers.
BRAND BUZZ AND INNOVATION IN THEATERS
The growth witnessed has been largely due to new categories of brands
that have started advertising at multiplexes and the direct
interaction with consumers as compared to other media that are one
sided.
Compared to regular single screens, a multiplex offers larger avenues
for advertising, increasing the opportunities to innovate and maximize
revenues Advertisers are always experimenting with innovative ideas to attract
consumers. there is ample spacein theaters and hence options for advertising are
vast.
Another way to advertise is via value-add ons. Axis Bank had special
schemes on movie tickets for their priority members. They gave away
one movie ticket free on the purchase of one on Fridays for their card
holders. Set Pix also used Pop Corn Boxes for branding, which is
another active medium.

CONCLUSION
Bollywood is no longer just about entertainment. It has become a part of life. Bollywood
movies have touched the heart of every Indian across the globe may it be a dialogue said by
Amitabh Bachchan or a dance step performed by Salman Khan. One might even say that
there is a bit of Bollywood in every Indian.
With the consumer market increasing constantly the film industry provides a base not only to
promote different brands within the industry but various products related to consumers. This
is when film advertising steps in.