CHANGING

PHASE
OF ADVERTISING
OVER THE YEARS
Advertising has changed drastically over the years. Many a small
thing has been made large by the right kind of advertising. People
have started identifying their target markets better. Forms and
medium of advertising has changed considerably. Newspapers ,
radio, billboards , hoardings, television , internet and mobile
advertising are the different forms of advertising.
Newspapers
a medium of print advertising
since time immemorial
ADVANTAGES:
Broad market
coverage
People believe in
what they read
Flexible
Timeliness
Cost Effective
Permanence and
desired obsolescence


DISADVANTAGES:
One day life span
Lack of sound and
lasting impression
Clutter
Poor printed image
quality
Creative constraints
Categories of Newspaper
Advertising..
RADIO ADVERTISING
Radio advertising is a form of
advertising via the medium
of radio.
Radio has made a comeback in
the lifestyles of Indians . Radio
has the reputation of being the
oldest and the cheapest
medium of entertainment in
India..

ADVANTAGES
Radio advertising is affordable and has proven
to be the most effective medium for delivery
of advertisements to targeted audiences.
Affordability
Targetability
Portability
Integrated marketing opportunities

DISADVANTAGES
The nature of radio ads can keep the message
from sticking with listeners. Too many ads on
the radio can send listeners away.
Impermanence
Distraction
Ad Clutter
Audio


FREE SAMPLING

A free sample is a small sized version of a product that is given away at no cost. It is
therefore a sample of a consumer product that is given to the consumer so that he
or she may try a product before committing to a purchase it.
Sampling techniques: Advantages and disadvantages
Technique Descriptions Advantages Disadvantages
Simple random Random sample
from whole
population
Highly
representative if
all subjects
participate.
Most ideal.
Not possible without
complete list of
population members.
Potentially
uneconomical to
achieve.
Purposive Hand-pick
subjects on the
basis of specific
characteristics
Ensures balance
of group sizes
when multiple
groups are to be
selected
Samples are not
easily defensible as
being representative
of populations due to
potential subjectivity
of researcher.
BILLBOARD
A billboard is a large outdoor advertising structure , typically
found in high traffic areas such as alongside busy roads. Billboards
present large advertisements to passing pedestrians and drivers.
Typically showing large, ostensibly witty slogans, and distinctive
visuals.
ADVANTAGE AND DISADVANTAGE OF
BILLBOARD.
Advantage:
*Creative Impact
*Creative Impact
Disadvantage:
*Limited Time To Reach
Audience
*Hard To Measure
Effectiveness
A television advertisement or television commercial, is a span of
television programming produced and paid for by an organization
that conveys a message, typically one intended to market a
product. Advertisement revenue provides a significant portion of
the funding for most privately owned television networks
The Show and Sell
effect
T.V reaches a bigger
audience.
T.V ads get your
attention.
T.V ads instant
credibility.
Demand good script
and strong offers.
T.V ads are expensive.
Hard to change.
Is a mass medium and
not a targeted one.

During 2010, TV ad volumes of 'F&B' sector recorded
growth of 17 per cent compared to 2009.


Compared to 2009, 42 per cent rise in TV ad volumes of
'Personal Care/Personal Hygiene' sector on TV during 2010.


TV ad volumes of 'Services' sector grew by 20 per cent
during 2010 compared to 2009.

The internet has become an ongoing
emerging source that tends to
expand more and more. The growth
of this particular media attracts the
attention of advertisers as a more
productive source to bring in
consumer.
Floating Ad
Expanding Ad
Polite Ad
Wallpaper Ad
Trick Banner
Pop-up
Pop-under
Video Ad
Map Ad
Mobile Ad
Cost effective and enduring marketing
strategies
Time saving
Low cost, instant communication
Measuring success of promotion campaign
Market penetration
Relatively faster and trouble free medium
Great deal of research to know
the targeted audience
Additional cost
Difficulty in attracting
customers
Salespersons and customers
are isolated
Difficulty in evaluating
legitimacy of transaction
Internet & Mobile Association in India (IAMAI), recently released a
report which pegs text and display advertising growth at Rs 993 crores
in the financial year 2010-2011 from Rs 785 crores in the financial year
2009-2010. Online Display advertising grew at about 28 percent, while
online text advertising registered 26 percent growth.
CASE STUDY


CADBURY DAIRY MILK
The targeted customers of Diary Milk has been
changing from time to time and
advertisement to advertisement.

CADBURY DAIRY MILK
A FEW ADVERTISEMENTS

The Real Taste of Life
with the girl dancing on
the cricket fields.

The message: Dairy Milk
is for enjoyment
CADBURY DAIRY MILK
During late 90s

Campaign: Khane
walon ko khane ka
bahana chahiye.

Target: widening
chocolate consumption
among the masses

CADBURY DAIRY MILK
More recently

Campaign: kuch
metha ho jaye.

Target: to associate
Cadbury with
celebratory occasion.

CADBURY DAIRY MILK

Campaign: pappu pass ho
gaya.

Target: encourage those
who have pass the exams
to celebrate with Dairy
Milk.

CADBURY DAIRY MILK

Campaign: Miss
Palampur

Target: Focusing on
the adults.
CADBURY DAIRY MILK
Campaign: Meetha ha
khana aaj phele tareek
ha

Target: Increasing sales
on 1
st
of every month by
giving people an excuse
to celebrate.

CADBURY DAIRY MILK
Campaign: Subh
Aarambh

Target: This takes the
brand to the centre of this
tradition linking Dairy
Milk to sweet and
auspicious beginning.


FUTURE OF
ADVERTISING
DIGITAL NEWSPAPER
FUTURE OF
TELEVISION
ADVERTISMENT
DIGITAL
SIGNAGE