PRESENTATION ON

EVALUATION OF ADVERTISEMENTS
By,
Bassem Abdul Rashid Roll No: 10
Sarvajeet Soman Roll No: 37
Sheeba Joseph Roll No: 40
1
INTRODUCTION
Advertisement
An important means to :
Inform and influence
potential customers,
of products & services.

One of the components of sales promotion.

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INTRODUCTION (contd )
SALES PROMOTION :

Coordination of seller-initiated efforts.
Set up channels of information and persuasion.

WHY SALES PROMOTION :

To sell goods and services.
Promote ideas.



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SALES PROMOTION
Includes one or more of:

Direct Marketing
Interactive or internet marketing.
Publicity or public relations
Personal Selling
Advertising
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Advert - 1
ADVERTISING
Advertising is
any paid form of non- personal presentation
and promotion of ideas, goods and services by
an identified sponsor.
(American Market Association)
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ADVERTISING (contd )
Customized signs
Customized signs on product
Town crier/ barker
Signs
Persuasive oral communication
Patents and Trademarks
Advertisements through print media
Advertisements through radio
Hi- tech advertisements
Antiquity of advertising- not an easy task!
Advertising has undergone and is undergoing revolutionary changes!
Milestones:
Advertising through visual media
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ADVERTISING (contd )
Functions:

Primary functions- directly benefit the advertiser.

Secondary functions- benefit salesmen/ dealers.

Social functions- benefit society.

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Audience
Consumer audience
Business audience
Dealers
Manufacturers
Advertiser
National advertising
Local advertising
By retailers
By wholesalers
Intention
Product
Direct action (OR) Primary
Indirect action Selective
Institutional
Public relations
Public services
Patronage
ADVERTISING (contd )
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Types
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ADVERTISING PROCESS
Steps involved:
Identify target customers
Study market environment
Define objectives
Determine budget
Select appeal
Formulate message
Select media, media- mix and media- vehicle
Determine media scheduling
Design copy
Execute advertisement
Evaluate effectiveness

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EVALUATION OF ADVERTISEMENTS
Print media

Some widely accepted criteria:
Headline
Body copy
Visual elements/ illustration
Layout
Unique Selling Proposition (USP)

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Evaluation of Print Advertisement -1

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Evaluation of Print Advertisement -1
Catchy lines

Mascot

Logo layout

Current affairs.






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Evaluation of Print Advertisement -1
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Evaluation of Print Advertisement -2
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Evaluation of Print Advertisement -2
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EVALUATION OF ADVERTISEMENTS
Digital Media
Some widely accepted criteria:

Unique Selling Proposition (USP)
Dramatization
Jingle/ good musical background
Credibility
Initial attention grabbing element- first mental image of
the advertisement
Simplicity
Last mental image
Retention

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EVALUATION OF ADVERTISEMENTS
(contd)
Video advertisement 1

Evaluation of the advertisement:
Office stationary
All India audience
Satirical of the Sati system
Permanence is the USP
Very well dramatized




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EVALUATION OF ADVERTISEMENTS
(contd)
No catchy jingle. BGM is divided into 3.
Credibility is questioned.
Initial attention grabbing element lacking.
Sequence followed confusing. Simplicity
partially lost.
Leaves a lasting impression.
Stays in our mind.
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EVALUATION OF ADVERTISEMENTS
(contd)
Video advertisement 2

Evaluation of the advertisement
Liquor brand.
Celebrity endorsement.
For Kerala audience.
Very controversial.
Surrogate advertising.
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EVALUATION OF ADVERTISEMENTS
(contd)
No USP as such.
Below average dramatization.
No catchy jingle.
Credible to selected users.
Attention grabbing Personalitys presence.
Misleading.
Creates bad impression.
Retention factor controversy involved.
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CONCLUSION
Advertisements have been and are catering to
the varying interests of the consumers!
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DISCUSSIONS

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REFERENCES

Marketing- An Introduction by Gary Armstrong, Philip Kotler
An Executive Encyclopedia of Management Practices- Advertising
Management by Prof. Parag Diwan
Advertising Management by C. Nugent Wedding, Richard S. Lesser
Advertising Management by Rajeev Ratra, John G. Meyers, David A. Aaker
Advertising Management by Jaishri Jethwaney, Shruti Jain
Confessions of an Advertising Man by David Ogilvy
Advertising and Promotion by George Belch
Advertising Express (Magazine- Issue Feb 2010, Sept 2010)
Advertising and Promotion by George E. Belch, Michael A. Belch
www.forbes.com (Tales from Marketing Wars: How to Evaluate Advertising
by Jack Trout)
www.allerton.com (@ISSUE Insights on Important Marketing Communication
Issues: 10 Criteria for a Successful Ad)
www.psaresearch.com (Case Studies: Environment Evaluation of Harmony
Public Service Campaign Dan Humsworth)
www.slideshare.com (Case Study: GCMFF- Amul Butter-Managing Mass
Communication)

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