Ad Industry & Current Scenario

PowerPoint Presentation: 

Advertising Concept And Present Scenario Presented By:- Sunny Kumar

What Advertising Means???: 

What Advertising Means??? Advertising defined: A paid form of communication A sponsor is identified Tries to persuade or influence the consumer to do something Is conveyed through different mass media Reaches a large audience of potential consumers Is nonpersonal Chapter 1: Introduction to Advertising 2

Advertising Types: 

Advertising Types Types of Advertising Brand advertising: focuses on developing a long-term brand identity and image Retail/local advertising: focuses on retailers or manufacturers that sell merchandise in a restricted area Political advertising: focuses on politicians attempting to persuade people to vote for them or their ideas Chapter 1: Introduction to Advertising 3

Advertising Types: 

Advertising Types Types of Advertising (cont.) Directory advertising: used by people to find how to buy a product or service Direct-response advertising: uses any ad medium to directly stimulate a sale Business-to-business advertising: messages directed at retailers, wholesalers, distributors, purchasers and professionals Chapter 1: Introduction to Advertising 4

Elements of Advertising Industry: 

Elements of Advertising Industry Chapter 1: Introduction to Advertising 5

Strategy: 

Strategy Advertisers develop ads to Meet specific objectives Target a certain audience Speak to that audience’s most important concerns Appear in media that will reach the audience most effectively Chapter 1: Introduction to Advertising 6

Creativity: 

Creativity The creative concept is the ad’s central idea Grabs your attention Sticks in your memory Creativity drives the entire advertising field Planning strategy Conducting research Buying and placing ads Chapter 1: Introduction to Advertising 7

Execution: 

Execution Effective ads are well-executed Details, photos, printing, production values have been finely tuned How you say it is as important as what you say Chapter 1: Introduction to Advertising 8

A Model of Key Effects: 

A Model of Key Effects Chapter 1: Introduction to Advertising 9

Functions of Advertising: 

Functions of Advertising Advertising can function to: Provide product and brand information Provide incentives to take action Provide reminders and reinforcement Chapter 1: Introduction to Advertising 10

Strengths of Advertising: 

Strengths of Advertising Chapter 1: Introduction to Advertising 11 Strengths Examples Can reach a mass audience Super Bowl commercials reach 150 million consumers Introduces products Windows 98 was simultaneously introduced in multiple world markets Explains important changes MTN Cellular’s ads explain changes in its technology Reminds and reinforces Pepsi has been advertised continuously for 50 years Persuades Nike campaigns have helped increase sales by 300% during the past decade

Current Advertising Issues: 

Chapter 1: Introduction to Advertising 12 Interactive advertising Will technology change the face of advertising? Is the promise of technology exaggerated? Implications of the failure of banner ads Current Advertising Issues

Current Advertising Issues: 

Chapter 1: Introduction to Advertising 13 Integrated marketing communications (IMC) Unifying all marketing communications tools to send a consistent persuasive message Consumer Power Technology has given consumers greater leverage Current Advertising Issues

Current Advertising Issues: 

Chapter 1: Introduction to Advertising 14 Globalization Trade barriers have fallen in Europe Formerly communist nations have partially opened markets Should advertisers practice global or local advertising? Niche marketing Advertisers target market segments New technologies make targeting groups possible Current Advertising Issues

THANKS ORIGINS!!!!!!!!!!!!!!!!: 

THANKS ORIGINS!!!!!!!!!!!!!!!! 15 Chapter 1: Introduction to Advertising