Evaluation of advertisement

1. EVERY ADVERTISEMENT MUST TELL THE WHOLE STORY, BECAUSE THE PUBLIC DOES NOT READ THE ADVERTISEMENT IN SERIES 1

2. PRESENTATION ON EVALUATION OF ADVERTISEMENT ASHISH KUMAR Ӏ ROLL NO. 13 GASNA M H Ӏ ROLL NO. 21 2

3. PRESENTATION OVERVIEW Introduction | Key terms | Advertising | Functions of Advertising | Media commonly used in Advertising | Evaluation of Advertisement | Evaluation of Print Ad | Evaluation of Digital Ad | Conclusion | Discussion | References | 3

4. INTRODUCTION Advertisement An important means to: Inform and influence potential customers, of products & services. One of the components of promotion. Promotion is an important elements in the Marketing Mix. 4

5. Key Words Marketing | Marketing mix | 4Ps | 5Ps | 7Ps | Promotion | Advertisement | 5

6. Marketing “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large”. – American Marketing Association[AMA] 6

7. Marketing Mix is a major concepts in modern marketing and includes everything that the marketer uses to create a blend that would influence the demand for its products or services. It is the Components or Elements uses to attract the potential customer and for sales promotion. 4Ps: introduced by E Jerome McCarthy Product, Price, Place, Promotion 5Ps: Product, Price, Place, Promotion , People 7Ps: Product, Price, Place, Promotion , People, Physical Environment, Process Marketing Mix 7

8. Promotion An important element of marketing mix Includes one or more of; Direct Marketing Personal Selling Advertisements Sales promotion Publicity Interactive or Internet marketing 8

9. Advertising According to the American Market Association, “Advertising is any paid form of non- personal presentation and promotion of ideas, goods and services by an identified sponsor”. Advertising is essentially a form of communication and its basic responsibility is to deliver desired information to the targeted audience. 9

10. Functions of Advertising To communicate product information To urge product used To expand the product distribution To increase brand preference and loyalty To reduce overall sales cost Creates new demand 10

11. Media commonly used in Advertising Print media ̶ News Paper, Periodicals Digital media ̶ Radio, T V, Cinema & Outdoor Others media ̶ Direct Mail, Exhibition, Point-of-sale display aids, Print & Sales Literature 11

12. Evaluation of Advertisement Print media Certain widely accepted criteria: Headline Creativity Tagline / Motto Body Visual elements/ illustration/ Appeal Layout Unique selling proposition Message –Ability to catch and retain readers attention Simplicity Clarity of the Message Sales creation power 12

13. 13

14. Evaluation of Print ad Caption – Extremely catchy Creativity – Excellent, Strong Picturisation Simple Layout Reinforcement – Pencils matching with true natural colors Product is displayed in the advert Ad clearly shows what it wants to convey Visual elements portrayed – very strong The USP is the message of the Ad – “ True Color Pencils” 14

15. Evaluation of digital ad Some widely accepted evaluation criteria: Unique Selling Proposition (USP) Dramatization Efficiency in usage of time slot Message conveyed Simplicity Jingle/ background score Initial attention grabbing element- first mental image of the advertisement Lasting impression Retention 15

16. Evaluation of Digital ad [contd..] Water Sealant product National reach Satirical representation of father and son relationship The USP of the advertisement is ̶ “ just one falling drop of water can change your luck” Very well dramatized Very efficiently used the time slot Ad Message conveyed and gets registered in viewers mind and product too. 16

17. Evaluation of Digital ad [contd..] No catchy jingle Background music is divided into three Lack of initial attention grabbing element Sequence followed ̶ serious, confusing, tensed and lastly known to audience Leaves a lasting impression Very poor script No connection of the Ad with the product retention 17

18. Conclusion 18

19. Discussion 19

20. References Advertising by Frank Jefkin, Daniel Yadin. Advertising & Sales Promotion by S H H Kazmi and Satish K Batra Advertising Management by Manendra Mohan www.bestadsontv.com www.youtube.com http://www.indiatvnews.com/business/india/20-creative-and-clever-print-ads-7192.html bladenomics.wordpress.com/2010/02/20/top-ten-Indian-commercials / 20