Adv presentation for expanding your business

Advertising in business involves the strategic communication of messages to a target audience with the aim of promoting products, services, or ideas. It utilizes various channels such as print, broadcast, digital, and social media to reach potential customers and persuade them to take desired actions, such as making a purchase or adopting a specific behavior. Effective advertising considers market research, consumer behavior, and branding to craft compelling messages that resonate with the audience and drive desired outcomes for the business.

1. Advertising Basics
JOU4(3)C01 Journalistic Practices
By
AnnroopaJacob
Department of English

2. Thepurposeofmostadvertisingistosellproductsorservices.
Businessfirmsadvertisetopersuadepeopletobuytheir
productsoftenbycreatingfavorable‘images’oftheir
companies.
Theywantthecompany’snametobeknownandrespectedso
thattheirproductsandservicescanbemoreeffectivelysold.
Businessconcernsalsouseadvertisingtowinnewcustomers
andtoincreasethevolumeofsales.

3. Advertisingisthecheapestandfastestwaytoinformalargenumberofpeople
aboutproductsorservicesforsaleandtopersuadethemtobuy.Formany
consumergoods,thevolumeofsalesdirectlydependsontheamountof
advertisingplacedinthemedia.
Advertisingreachespeoplethroughvariousformsofmasscommunication.
Thesemediaincludenewspapers,magazines,television,radio,Internetetc.
Advertisersbuyspaceinnewspapersandmagazinestopublishtheir
advertisements.Ontelevisionandradioadvertisersbuytimetobroadcast
commercials.

4. TheWorldBookEncyclopediadefinesadvertisementasamessage
designedtopromoteaproduct,aserviceoranidea.TheAdvertising
StandardsCouncilofIndia(ASCI)definesanadvertisementasapaid
formofcommunication,addressedtothepublicorasectionofit,the
purposeofwhichistoinfluencetheopinionsorbehaviorofthoseto
whomitisaddressed.
AmericanMarketingAssociation(AMA)definesadvertisinginthis
way:‘advertisingisanypaidformofnon-personal
presentationandpromotionofideas,goodsandservicesby
anidentifiedsponsor.’

5. a)Paidform:Theadvertiserbuysspaceandtimeinprintandbroadcastmediato
tellthestoryofacertainproductorservice.Theimportantpointtobenoted
hereisthatanadvertisementisnotafreeservice,butapaidservice
b)Non-personalpresentation:Personalsellingtakesplacewhenapersonalfaceto
facepresentationismade
c)Ideas,goodsandservices:Advertisingdealsnotonlywiththesellingofgoods
butalsoideasandservices
d)AnIdentifiedsponsor:Propagandadeliberatelymanipulatesinformationin
ordertoinfluenceotherpeople’sthoughts,behaviour,attitudes,beliefsetc.
Oftenthepropagandistremainsanonymousandthesourceoftheideais
unknown.Advertising,ontheotherhand,identifiesthesourceoftheopinion
andideaspresented.

6. Advertising,inancientandmedievaltimes,was
primitivewhenmeasuredbythepresent-daystandards.
Butthebasicreasonforemployingthistechniquewas
thesame.Thatis,tocommunicateinformationand
ideastopeopleinordertochangeanattitudeor
persuade.Theimportantformsofadvertisingused
priortothetimeofprintingpressesaregivenbelow:
History of Advertising

7. a)Trademarks:Skilledcraftsmenplacedtheirindividualmarksongoodslikevessels,
pottery,leathergoodsetc.Asthereputationofoneparticularartisanspreadbywordof
mouth,his/hergoodsalsobecamepopular

8. b)Signs:Fewpeoplecouldreadintheancientdaysandmerchantsusedsymbolsand
signscarvedinstone,clayorwoodanddisplayedthemprominentlytoinform
customersoftheavailabilityofgoods.Forexample,abarrelindicatedawineshopand
abootindicatedashoemaker’sshop.

9. c)Towncriers:InancientEgyptandGreecemerchantshiredtowncriers,a
groupofprofessionalcriers,towalkthroughthestreetsandannouncethe
arrivalofshipsandcargo.

10. TheinventionofmovabletypebyGutenberg
ofGermanyin1440ledtothefirstformof
massadvertising.Attheendof15thcentury,
thefirstpostedadvertisementbeganto
appear.
Thesewerehandwrittenannouncementsand
theywereposteduponchurchandcathedral
doorsbyclergymenlookingforwork.
Lecturersandteacherswerequicktousethis
mediumtoannouncetheirservices.

11. WilliamCaxton,whointroducedprintinginEngland,producedthefirstprinted
advertisementinEnglishin1472.Withtheregularpublicationofnewspapersand
magazines,advertisingbecameastandardfeature.

12. History of Advertising in India
HistoryofadvertisinginIndiarunsparalleltothe
historyanddevelopmentofpressinthecountry.India’s
firstnewspaperBengalGazettestartedbyJames
AugustusHickyonJanuary29,1780carriedafew
advertisements.
Advertisingagenciesbegantooperatefromthe
beginningofthe20thcentury.TheCalcuttaAdvertising
Agency(1909)andB.Dattaram(1915)weresaidtothe
firstadagenciesinIndia.Themainfunctionsofthe
agenciesinthosedaysweretosecuretheadvisements
andgetthempublishedinthepress.Theprominent
playersinadvertisingbusinesswereahandfulofBritish
advertisingagenciesthatcateredtotheneedsofthe
affluentBritishandIndianslivingintheurbancenters.

13. History of Advertising in India
Bythe1920s,severalmoreIndianadvertising
agenciesbegansuchasModernPublicityCompany
inMadras(1924),TheCalcuttaPublicity(1924),
CentralPublicityService(1925)inBombayetc.
Theproliferationofadvertisingagenciesinthe
majorurbancentersofthecountryalsogaveriseto
severalunhealthypracticesintheadvertising
profession.TheestablishmentofIndianand
EasternNewspaperSociety(1939),consistingof
theownersofnewspapersandperiodicals,aimedat
standardizingofadvertisingagencypractices.

14. History of Advertising in India
TheestablishmentofAdvisingAgenciesAssociationof
India(AAAI)in1945pavedthewayforprofessionalization
ofadvertisingagencies.FollowingIndianindependence,
severalBritishownedadvertisingagenciesweresoldto
Indians.ThefoundingofAuditBureauofCirculation(ABC)
in1948andAdvertisingStandardCouncilofIndia(ASCI)
in1959furtherprofessionalizedtheadvertisingbusiness.
Theexpansionoftelevisionnetworksfromthe1980sand
theliberalizationpoliciesof1990sandthephenomenal
impactofinformationtechnologyfromthelate1990shave
turnedadvertisingintoamulti-crorebusinessinIndia.

15. Advertising and Audiences
Oneofthemostimportantdebatessurrounding
advertisingistheinfluencethatadvertisementsmay
haveontheaudience,andonthosewhorelyon
advertisingfortheirincome,namelythemedia
producers.
Itisverydifficulttoassesstheeffectofadvertisingand
theextenttowhichpeopleareaffectedbythe
advertisementstowhichtheyareexposed.Oneofthe
piecesofevidencetosuggestthatadvertisingworksis
thefactthatcompaniesspendsomuchmoneyon
advertising.

16. Advertising and Audiences
Accordingtosomecommentatorsuptoone-thirdofthe
costofbathsoaporupto40percentofthepriceofa
tubeoftoothpastemayrepresentadvertisingcosts.
BillionsofDollarsarespentonadvertisinginthe
world.
Anindividualwhohassufficientexposuretotelevision
programmesinIndiawillspendmorethanoneyearof
hisorherlifejustwatchingtelevisioncommercials.We
confrontsomanyadseverydaythatweoverlookthem,
andtheybecomeinvisible.Asaresult,manypeople
becomeawareofadvertisingonlywhenitsomehow
offendsthem

17. Thefollowingaretheimportantfunctionsorbenefitsofadvertisements.
1)Sourceofinformation:Adsinformpeoplejustasnewsstories.Itcanbeseenasan
essentialpartofamodern-day,consumeristsocietyandisaveryeffectivewayof
informingusaboutnewproducts.Peopleuseadvertisingtogatherinformationbefore
makingbuyingdecisions.
2)Encouragescompetition:Advertisementsencouragecompetitionbylowering
informationcost.Italsoencouragesproductqualitythroughclearbrandidentification.
3)Maintainsindependence:Advertisingenablesbothprintandbroadcastmediato
maintainindependencefromgovernment,politicalpartiesandothervestedinterests
throughtherevenueitgenerates.
FunctionsofAdvertisements

18. 4) Promotes economic growth : Advertisement stimulates demand and encourages people to
spend more. This encourages production and consumption.
5) Encourages invention : On account of stiff competition companies invest a lot on research and
development (R&D). This results in the invention of new products or upgrading of the existing
products.
6) Creates awareness: Over the years advertising has been a very effective way for government
and its various agencies to provide public information about national integration, pulse polio
vaccination, family planning, safe sex, dangers of alcoholism etc. The government is one of the
major advertisers in this country.
7) Provides employment : Advertising is a gigantic business and the turnover exceeds millions
of rupees annually. As a result, advertising provides employment to several thousands of
advertising professionals and allied personnel.

19. CriticismsLevelledagainstAdvertisements
1.Advertisingworksonourinsecurities
Theadvertisementimpliesthatifwebuythatproductwewilllooklikethemodelsorlead
thetypeoflifeshownintheadvertisements.Advertisingalwaysworksonourinsecuritiesand
makingusconstantlyaspiretosomethingnew.
2.Advertisingpromotesunrealisticanddangerousrolemodels
Therehasbeenaconsiderableamountofdebateinrecentyearsovertheeffectsofsuperwaif
andheroin-chicimagesofmodelsinads.Itissaidthattheconstantrepresentationofultra-thin
modelsinadvertisementhasledtoanunderminingofgirls’self-esteemandeatingdisorders.
3.Advertisingrevenuecandirectprogramming
Somecommentatorssuggestthattherehasbeenageneralshifttowardsmorepopular,
market-friendly,film-basedprogrammesthatattractyoungeraudiencesandsoraiseadvertising
income.Manyoftheseriousprogrammesoftelevisionchannelsarestoppedorgavewayto
entertainingorinfotaintmentprogrammetogenerateadrevenue.

20. 4.Advertisingdemeansandcorruptsculture
Accordingtomediacritics,problemsarisewhenimportantaspectsofhumanexistence
arereducedtotheconsumptionofbrand-nameconsumerproducts.Beingagood
motherisassimpleasbuyingabottleHorlicks.PrestigeisdrivingaCorollacar.
SuccessissmokingWillscigarettes.
5.Advertisementscompelpeopletobuythingsthattheydonotwant
Advertisingcreatesthedesiretopossessandusearticleswhichwedonotreallyneed.It
multipliesourneedsbyplayinguponourweaknessesandsentiments.Thus
advertisementsmakeusspendbeyondourlimits.
6.Consumershavetobearthecostofadvertising
Theadvertiserwhospendsahugeamountofmoneytopromoteaproductpassesonthe
advertisingexpensestotheconsumers.Somecompaniesspendupto40%ofthe
sellingcostonadvertising.

21. 7.Advertisingexploitschildren
Accordingtoanestimateanaveragechildseesmorethan30,000television
commercialsandprintadsayear.Criticscontendthatchildrenaresimplynot
intellectuallycapableofinterpretingtheintentionoftheseads,noraretheyablebefore
theage7or8torationallyjudgetheworthoftheadvertisingclaims.Thismakes
children’sadvertisinginherentlyunethical.
8.Advertisementtendstodevelopmonopolies
Advertisingcreatesabrandimageandputstheproductinaclassbyitself.Thebrand
imageislikeaprotectivewallaroundtheproduct.Henceitisdifficultforotherbrands
topenetratethiswall.
9.Advertisingisintrusive
Manycriticsfindfaultwithadvertisingforitsintrusiveness.Advertisingiseverywhere,
anditinterfereswithandaltersourexperience.Giantflex-boardadvertisementschange
thelookofcities.Manyinternetuserscomplainaboutthecommercializationofthenew
mediumandfearadvertisingwillchangeitsfree,open,andfreewheelingnature.

22. 1)Institutionalorcorporateadvertising
Companiesdomorethanjustsellproducts;
companiesalsopromotetheirnamesand
reputations.Ifacompanynameinspires
confidence,sellingitsproductsiseasier.
Someinstitutionalorcorporateadvertising
promotesonlytheorganization’simage,such
asIndianOilsalutestheIndianTeam.
Types of Advertising

24. 2)Tradeorprofessionaladvertising
Typicallyfoundintradeandprofessional
publications.Messagesaimedatretailerdonot
necessarilypushtheproductorbrandbutrather
promoteproduct,issuesofimportancetothe
retailer-volume,marketingsupport,profit
potential,distributionplans,andpromotional
opportunities.

25. 3)Retailadvertising
Alargepartofthe
advertisingweseeevery
dayfocusesonproducts
soldbyretailerlikeBata,
PopularVehicles.Adsare
typicallylocal,reaching
consumerswheretheylive
andshop.

26. 4)Classifieds
Theseprovideinformationina
drymatteroffactmanner.
Informationsuchasjobvacant,
job wanted, about births,
deaths, engagements,
matrimonial, etc. are examples
of classified ads. The approach
here is more direct and
information oriented.

27. 5)Directmarketadvertising
Productorserviceadvertising
aimedatlikelybuyersratherthanat
allconsumersiscalleddirect
marketadvertising.Thesetargeted
consumersarereachedthrough
directmail,catalogues,and
telemarketing.

28. 6)Publicserviceadvertising
Advertisingthatdoesnotsellcommercialproductsorservicebutpromotesorganisationsand
themesofimportancetothepublicispublicserviceadvertising.CampaignsforAIDS
awareness,Drugabuse,safedriving,familyplanningetcareexamplesofthisad.

30. Anadvertisingagencyisanindependentbusinessorganisationthatdevelops,
preparesanddistributesadvertisementsinmedia.Thegoalofanadvertising
agencyistomakeadvertisementssucceedinordertoimprovethe
performanceofacompany,itsbrandimageanditsbusiness.
Adagenciesareusuallydividedintodepartments,thenumberdeterminedby
thesizeandserviceofoperation.Therearefourimportantdepartmentsinan
advertisingagency.
AdvertisingAgency

31. 1)Accountsdepartment
Thisdepartmentcomprisesamanager,accountdirectorsandaccountexecutives.This
groupplans,schedulesandmanagestheworksintheadagency.Italsocoordinatesthe
artwork,getsapprovalfortheartworkfromtheclientandplacestheadvertisements
inthemedia.
2)Creativedepartment
Thisdepartmentconsistsofcreativedirectors,copywriters,artdirectorsand
productionmanagers.Thisdepartmentgetsreadytheideas,layouts,visuals,textsand
thumbnailsketchesofadvertisements.

32. 3)Mediadepartment
Thisdepartmentselectsthemosteffectivemediatochannelisetheadvertisement.
Italsoadvisestheclientsabouttherelativeadvantagesanddisadvantagesof
variousmediaunits.Themediadepartmentmakesthedecisionsaboutwhereand
whentoplaceadsandthenbuystheappropriatetimeorspace.
4)Researchdepartment
Marketresearchtestsproductviabilityinthemarket,thebestvenuesfor
commercialmessages,thenatureandcharacteristicsofpotentialbuyers,and
sometimestheeffectivenessoftheads.

33. ResponsibilitiesofanAdvertisingAgency
a)Tostudytheproductorserviceindepth.
b)Toanalysethepresentandpotentialsourceofbusiness.
c)Toknowthemethodsofdistribution,salesandoperationsoastoadvisetheclients.
d)Tostudythemediaandproposethosemediawhichwillgetthemessagetotheright
peopleatthelowesteffectiveprice.
e)Toformulateadefiniteadvertisingplanthatwillincludedistribution,pricing,media
strategy,creativestrategy,budgetingetc.
f)Toorganizeperiodicalresearchtostudypeople’sattitudes,buyinghabits,living
standards,spendinghabitsetc.tomaketheadvertisingmoreeffective.

34. DirectorateofAdvertisingandVisualPublicity(DAVP)
DAVPistheprimarymultimediaadvertisingagencyoftheCentralGovernmenttoinform
peopleaboutGovernment’sactivities,policiesandprogrammesandtomotivatethemto
participateindevelopmentalactivities.Thisisoneofthelargestadvertisingandpublic
relationsagenciesinthecountrywithanetworkofregionaloffices,productioncentres,
distributioncentres,outdoorpublicityunitsandfieldexhibitionunits.TheDAVPisheaded
byaDirectorGeneral.
ApartfromitsheadquartersinNewDelhi,DAVPhastworegionalofficesinBangaloreand
Guwahati.

35. Advertisingcampaign
Thetermcampaignisappliedtosystematiceffortstoelectapoliticalcandidate,toraisea
fundorpersuadepeopletobuysoaps,automobiles,mobilesphonesetc.Theimportant
principlesinallthesearethesame:planning,management,executionandevaluation.
Advertisingcampaignisasystematicandsustainedefforttoboostthesalesortoenhance
thereputationofacompany.
Successfuladvertisingcampaignsachievefarmorethanthesporadicadvertising,andmay
lastfromafewweeksandmonthstoyears