Submitted to: Mrs.

Kanchan Sehgal

Submitted by: AbhishekManchanda Amit Sharma Puneet Arora Rajit Kapoor

Conclusion

What Makes an Ad Effective? Types of Advertising Functions of Advertising Role of advertising Some Dos & Dont Importance of Advertising What is Advertising?

 ADVERTISING is the delivery of the most persuasive product message at the right time, in the right place, to the right person, at the lowest possible cost Anything that calls attention to a product or service
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Examples: - TV commercial Newspaper/magazine ad Poster Clothing Cigarette lighter, .

Advertising is communication of information and values by an identified sponsor Advertising is the third partner in the relationship between a consumer and a product/service.

Firstly, it is very cost effective method to communicate to a large audience. Secondly, it helps create brand image and symbolic appeal for the brand which is a very important for companies selling a Product Popular advertising campaigns attract customers attentions and can help generate sales. For example pepsis Oye bubbly, Asian Paints Badiaya hai, Alpenlibe -Lage raho,

The nature and purpose of advertising differs from one industry to another and/or across situations. For eg. One advertiser may seek to generate immediate response or action from customers, another may want to develop awareness or positive image for its products or service over a longer period.

Information and persuasion Introduction of new brand or brand extensions Building and maintaining brand loyalty among consumers Creating an image and meaning for a brand

Awareness Interest Desire Action

Dos Advertising should be informative

Advertising should be entertaining Advertising should be involving

Dont Advertising should never over claim any benefit in a product or a brand.

Never try to put down or talk down your consumers in manner that will insult them. Try not to compare your brand with a competitor and try not to show your competitor in bad light.

Creating good advertising is to build the most meaningful relationship between the Brand and its customers. For creating meaningful advertising one must know Why do people buy?

People buy a product because they have a need for it

I need a pressure cooker because I have to lay food on the table everyday

People buy a brand because they have a relationship with it.

I will buy a Hawkins Pressure Cooker because I can trust Hawkins.

Marketing
The process a business uses to satisfy consumer needs by providing goods and services
Product category Target market Marketing mix Brand

Communication

Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades

Economic

Moves from being informational to creating demand

Advertising is an objective means for providing pricevalue information, thereby creating a more rational economy

Societal

Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer self-image Perpetuates self-expression

Magazine Television Newspaper Yellow Pages Radio Outdoors Cinema Internet

Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences

Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Public Service advertising

It creates an impression for a product or brand It influences people to respond in some way

It separates the product or brand from the competition in the mind of the consumer

Companies use advertising : To inform people about their products and services

To make their brand names familiar to the public

Objective benefits Subjective benefits Values-oriented benefits

These are tangible, physical and measurable

These are in the product

They are what you get by using it

Example - Hawkins pressure cooker cooks quickest with least trouble and greatest safety

These are in the consumers mind These are perceptions. These are what the consumer believes she will get as a result of the objective benefit Example - Cooking with Hawkins will make me feel that I am fulfilling my role as a wife better

These appeal to the consumers deepest concerns, their basic drives as individual human beings. There are only a few of them - power, security, social acceptance, status, greed, sex, survival - and they are very powerful. Example - Owning the beautiful Toyota Corolla car makes me feel special, a person clearly of a higher status with a more refined taste

Media: what is available, and how it is bought, sold and planned. Putting a campaign plan together. Judging advertisements and evaluating campaigns. The law, regulation and self-regulation Advertising internationally and globally If we have time The relationship between advertising and the economy and society