2. Advertising is a form of communication that typically attempt to persuade,
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potential to purchase or consume more of a particular brand of product or service.
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3. History Background
• In 1704 The first newspaper advertisement is
published in the Boston News-Letter. It was an
announcement for seeking a buyer for an estate
Oyster Bay, Long Island, NY, US.
• The first radio commercial is credited to
Western Electric AT&T Fone WEAF(AM), New York on
August 28, 1922 for the Queensboro real estate
corporation.
• The world's first television advertisement was
broadcast July 1, 1941. The watchmaker Bulova paid
$4 for a placement on New York station WNBT before
a baseball game.
4. Cont……
• Lintas (Lever International Advertising) was
one of the first worlds first advertising
agencies foundation of Lintas in 1899 and
following some large mergers and rapid
growth in the 70’s and 80’s became a
dominant and famous force in the advertising
field with accounts such as IBM, MasterCard,
Johnson and Johnson and of course Unilever .
5. World Biggest Advertising Agency
• Omnicom is the world biggest advertising agency.
• It was formatted in 1986 in New York.
• The account for about 157,000 employees in well
over 100 countries. Omnicom alone says it has
5,000 clients.
6. Advertising Agency in India
• Ogilvy & Mather
• FCB Ulka Advertising Ltd
• Rediffusion DY & R
• Mudra Communication
• McCann Erickson India Ltd
• Leo Burnett India Pvt. Ltd
• Contract Advertising India Ltd
7. Definition
• Advertisement is defined as one-way paid
communication through a medium in which
the sponsor is identified and the message is
controlled by the sponsor.
Sponsor Medium
Target
8. • There are many forms of media that can be
utilized to get advertisers message to its
intended audience such as news paper,
television, radio, internet and billboards are
effective tools to this effort
9. Types of advertisements
• Print • Media • Territory
– Newspaper – Television – Retail
– Magazine – Radio – Local
– Directory – Webcasting – National
– Out door – Cyber ads – International
– Transit – Direct mail
– Mobile
10. Types of advertisements
• Purpose
– Covert – Surrogate
– Public Service
• Brand – Reminder
• Product – Defensive
• Service – Persuasive
• Trade
– Cooperation
– Celebrities
– Reinforcement
– Competition
– Pioneer
11. Newspaper Advertisement
• Is a product or services advertising that
appears in specific section of newspaper
under the heading classifying the product or
service being offered.
15. Out-Door Advertisement
• Bill-board and message painted on the side of
buildings are common forms of out-door
advertising, which is often used when quick,
simple, ideas are being promoted.
20. T.V Commercial
• Is a generally considered the most effective
mass-marketing advertising format as is
reflected by the high prices.
• T.V network charge for commercial airtime
during popular events.
21.
22. Radio Advertisement
• It is a small business advertising.
• Radio advertising can be a very effective
means to attract customer to some business.
25. Online advertising
• Online advertising is the newest and fastest
growing way to advertise. The Internet now
provides everything from links on sites, to
banner ads on sites, to small ads on sites, to
pay per click advertising.
26.
27. Mobile Advertisement
•Is a form of advertising via mobile
(wireless) phones or other mobile devices.
It is a subset of mobile marketing.
30. Retail Advertisement
• Emphasizes the specific retail outlet as the
place to buy a specific range of brand.
• It can be local store advertising in local
newspaper.
34. National Advertisement
• Geographically speaking national advertising’s
range is extended to the territorial limits of the
country.
• The advertiser use the national media to inform
the consumer about the product.
• The advertiser use the national local or regional
language but prefers the national language.
• It can be available in everywhere of country and
easily purchased it.
37. Covert advertising
• Covert advertising is a unique kind of
advertising in which a product or a particular
brand is incorporated in some entertainment
and media channels like movies, television
shows or even sports.
• Example Casino Royale car in James Bond
movies
38.
39. Brand Advertising
• It is advertising with a strong emphasis on the
company brand (logo and/or company name)
also known as integrated marketing
communications (IMC).
40.
41. Non-Product Advertisement
• This kind of advertisement is advertised from
political parties trade fraternal and social
group for the purposes of safeguard
ideologies, social betterment and institution.
45. Celebrities Advertisement
• Although the audience is getting smarter and
smarter and the modern day consumer
getting immune to the exaggerated claims
made in a majority of advertisements, there
exist a section of advertisers that still bank
upon celebrities and their popularity for
advertising their products.
46.
47.
48.
49. Surrogate Advertising
• Surrogate advertising is prominently seen in
cases where advertising a particular product is
banned by law.
• Advertisement for products like cigarettes or
alcohol which are injurious to heath are
prohibited by law in several countries and hence
these companies have to come up with several
other products that might have the same brand
name and indirectly remind people of the
cigarettes or beer bottles of the same brand.
50.
51. Reminder advertisement
• A marketing strategy typically consisting of
brief messages sent with the objective of
reminding a target consumer group about a
product or service or of introducing a new
theme into an existing marketing program.
• Reminder advertising might be used by a
business that has already invested
considerable resources in initially promoting
their product or service and still wishes to
maintain its competitiveness.
54. Defensive advertisement
• A type of advertising that is initiated for the
purpose of combating a potentially damaging
or negative effect of a competitors ads.
• For example, political campaigns often involve
negative advertisements regarding a
candidate, paid for by the opposing
candidate's political party.
55.
56. Persuasive advertisement
• A type of product promotion that attempts to
influence a consumer in favor of a purchasing
particular good or service by appealing to
their emotions and general sensibilities.
• A business might engage in informative or
persuasive advertising to encourage first time
customers to try its product, in addition to
reminding customers to purchase a product
they have previously bought.
57.
58. Cooperation advertisement
• The key component is being shared by two
parties
• For example cost of advertisement is being
shared by two parties for common interest.
59.
60. Reinforcement advertisement
• Promotions designed to retain a customer
base by reassuring purchasers they made the
correct choice.
• For example, a dealer or manufacturer sends
former customers information about awards
and other news concerning a product that has
been purchased.
61.
62.
63. Competitive advertisement
• Promotional technique in which an advertiser
claims the superiority of its product over
competing product(s) by direct or indirect
comparison.
• If other products are mentioned by their
name (and not as 'brand X,' 'brand Y,' etc.) the
owners of those brands may challenge the
fairness of the comparison in a court.
• Also called comparative advertising or
comparison advertising.
64.
65.
66.
67. Pioneer advertisement
• Promotion employed in informing the
prospects about a new product. It aims at
customer education and usually involves
expensive and sustained advertising
campaign.
68.
69. Public Service Advertisement
• The same advertisement techniques use to
promote commercial goods and services can
be used to inform, educate and motivate the
public about non-commercial issues such as
• HIV/AIDS, Political ideology and Energy
consveration
