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Œ º
 is a form of communication intended to persuade an audience
(viewers, readers or listeners) to purchase or take some action upon products,
ideas, or services.µ
Œ Ydvertising ² a communicating media.
ΠThe first advertisement printed in English was a handbill printed in 1472.
Œ By the 17 th century, classified ads were appearing frequently in England·s
newsweeklies.
ΠThe first advertising agency, which was set up by Volney Palmer in Boston in
1841.
ΠThe tradition of wall painting can be traced back to Indian rock
art paintings that date back to 4000 BC.

Œ In June 1836, French newspaper „
 was the first to include paid advertising
in its pages.
ΠIn the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios
to consumers.
ΠThis practice was carried over to television in the late 1940s and early 1950s.
Œ Creative Revolution ² 1960 - Instead of focusing on the product, ads endeavored
to strengthen the brand and create an image for the company.
ΠDuring World War I, advertising became a medium for propaganda.
Œ New mass media³radio and cinema³became commercially available in the
first part of the 20th century.
Œ Y recent advertising innovation is "guerrilla marketingµ which reflected an
increasing trend of interactive and "embedded" ads, text messages , social
network services
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Œ To ¶advertise· meant merely to ¶inform· until the end of the eighteenth century.
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ΠThe Swadeshi Movement (1907-1911), gave rise to indigenous industries.
ΠThe installation of first rotary linotype machine by the    of Calcutta in
1907.
ΠThe Indian Ydvertising Ygency - The first Indian Yd Ygency.
ΠThe modern Publicity Co. in Madras, the Calcutta Publicity, and the Oriental
Ydvertising Ygency in Tiruchirapalli ² ad agencies sprang up during inter war
years.
ΠIn 1931, the first full-fledged Indian Yd Ygency, the National Ydvertising Service,
was established.
ΠThe establishment of the Ydvertising Ygencies Yssociation of India (YYYI) in
1945, and the Yudit Bureau of Circulation (YBC) in 1948.
 
ΠIndian advertising industry is value of Rs13, 200-crore.
ΠMudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett
are some of the top agencies of the country.
Œ Ys per report by ZenithOptiMedia, ´..expect advertising expenditure in India to
increase from 0.50% of the gross domestic product (GDP) to 0.53% over the
next three years,µ
ΠThe Indian advertising industry was expected to grow 61% by 2010 (with
advertising spend climbing to Rs. 36,731 crore).
Œ Internet advertising contributes only 1.8 % of the country·s total advertising
spend.
ΠInternet medium is set to witness 150 per cent growth in 2008.
ΠFor every Rs.100 spent by advertisers, Rs 91 is spent on television and the print
media while the outdoor media accounts for Rs 5.
ΠMovies, Internet, Print Media, broadcasting constitute 0.99% in approximately
57 countries
 
ΠYccording to a 2009 report jointly published by the Federation of Indian
Chambers of Commerce and Industry (FICCI) and KPMG, the media and
entertainment industry in India is likely to grow at ~13 % CYGR over 2009-13,
touching US$ 20 billion by 2013.
ΠThe television industry is projected to grow by 22%, filmed entertainment by
16%, radio by 18% and the Indian advertising industry 61% over the next 3 years.
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 to build brands.
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 to make advertising a part of the life of the
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ΠBennett, Coleman & Co. Ltd. is the flagship company of The Times Group -
biggest media house in the nation with reported turnover of around Rs
2000 crores a year.
ΠDiverse mediums like Print Media,Web portals, Radio, Music labels and
some presence in financial sector.
ΠTheir popular medias are |

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shows.
ΠMs Indu Jain , chairman and MrVineet Jain, is the Managing director.
ΠCorporate headquarters at Mumbai and the newspaper division is
headquartered New Delhi.
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Π- is the largest media conglomerate in India.
ΠIt is headed by brothers Samir Jain and Vineet Jain.
Π11 publishing centers
Π15 printing centers
Π55 sales offices
ΠOver 7000 employees
Π5 dailies including two of the largest in the country
Π2 lead magazines
Π29 niche magazines
ΠReach in 2468 cities and towns
ΠTurnover in excess of US $ 500 million
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ΠIts major brands include:
ΠThe Times of India, World's largest English-language broadsheet daily newspaper
in terms of circulation
ΠThe Economic Times, India's largest financial daily, and the world's second
largest in terms of circulation after The Wall Street Journal
ΠMaharashtra Times, India's largest Marathi daily
ΠNavbharat Times, the largest Hindi Daily in Delhi and Mumbai
ΠMumbai Mirror India's largest circulated compact newspaper
ΠKolkata Mirror
ΠYhmedabad Mirror
ΠPune Mirror
ΠBangalore Mirror, Bangalore's first morning compact daily
ΠTimes Private Treaties, Partnering Ideas. Yccelerating Growth.
ΠVijaya Karnataka, India's largest Kannada daily.
×

Subsidiaries:
ΠENIL & TIML -Times Infotainment Media Limited & Entertainment
Network India Limited
ΠTimes Internet Limited
ΠTimesofMoney
ΠTimes Global Broadcasting Limited
ΠTimes Business Solutions
ΠWorld Wide Media
ΠVPL
ΠTimes Syndication Service
ΠTIML Radio Limited purchased Virgin Radio (and renamed to Ybsolute
Radio) in the United Kingdom.

Œ ´Y newspaper is a regularly scheduled publication containing news,
information, and advertising, usually printed on relatively inexpensive, low-
grade paper such as newsprint.µ
ΠBy 2007 there were 6580 daily newspapers in the world selling 395 million
copies a day.
ΠMaterials include editorial opinions, criticism, persuasion and obituaries;
entertainment features such as crosswords, Sudoku and horoscopes; weather
news and forecasts ; advice, food and other columns; reviews of movies,
plays and restaurants; classified ads; display ads, editorial cartoons and comic
strips.
Œ Daily - generates 70²80%.
ΠNational
ΠInternational
ΠCustomized
ΠOnline
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ΠThe Roman Empire published Ycta Diurna, or government announcement
bulletins, around 59 BC, as ordered by Julius Caesar. They were carved in
metal or stone and posted in public places.
ΠIn 1582 there was the first reference to privately published newssheets
in Beijing, during the late Ming Dynasty.
ΠIn 1556, the government ofVenice first published the monthly Notizie
scritte, which cost one gazetta.
ΠYround the 15th and 16th centuries, in England and France, long news
accounts called "relations" were published, in Spain they were called
"relaciones".
Œ The German-language Relation aller Fürnemmen und gedenckwürdigen
Historien, printed from 1605
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ΠThe Dutch Courante uyt Italien, Duytslandt, &c. of 1618 was the first to appear
in folio- rather than quarto-size.
ΠThe first English-language newspaper, Corrant out of Italy, Germany, etc., was
published in Ymsterdam in 1620.
ΠThe first newspaper in France was published in 1631, La Gazette.
Œ The first newspaper in Portugal, Y Gazeta da Restauração, was published in 1641
in Lisbon.
ΠThe first Spanish newspaper, Gaceta de Madrid, was published in 1661.
ΠOpregte Haarlemsche Courant from Haarlem, first published in 1656, is the oldest
paper still printed.
ΠOn 7 November 1665, The London Gazette (at first called The Oxford Gazette)
began publication.
ΠThe Gentleman's Magazine, first published in 1731, in London, is considered to
have been the first general-interest magazine.
ΠThe oldest consumer magazine still in print is The Scots Magazine, which was first
published in 1739
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ΠY British man William Bolts in 1766 offered the first ever paper to his fellow
countrymen in Calcutta and helped them establish a printing press.
ΠPublished a book of 500 pages which carried details of corruption in East India
Company and hardships faced by Indian people.
ΠIn 1780 a man named James Yugustus Hickey published a newspaper with the
name of Bengal Gazette/General Calcutta Ydviser.
ΠThe size of that paper was 12"x8" with only 4 pages.
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ΠRefers to any form of encouragement used by a manufacturer to convince the
trade (wholesalers, retailers, or other channel members) and/or consumers to
purchase a brand and to encourage the sales force to aggressively sell.
ΠThe promotional mix includes four main elements, sales promotion, public
relations personal selling and advertising.
ΠSales promotion.
ΠPersonal selling.
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ΠOne way of defining creative advertising is in terms of |elevance, Vriginality, and
?mpact (ROI).
Π2 dimensions to creative advertisement -
- Message strategy is what the advertisement says
- Execution is how it is said.
ΠProduct-centered approach - focuses on the product itself and its features and
attributes.
ΠProspect-centered approach - stress the needs and wants of consumers by using
emotional appeals, entertainment, and rational appeals.
ΠY creative concept in advertising has to dance to the tune of two different masters:
Originality and Strategy.
ΠIt is advertising that:
- is created for a specific customer.
- understands and thinks about the customer·s needs.
- communicates a specific benefit.
- pinpoints a specific action that the consumer takes.
ΠElements that need to be considered when it comes to the message are:
- Content : what to say
- Structure : how to say it logically
- Format : how to say it symbolically
-Source : who should say it, or act as spokesperson
ΠYdvertisers use several common formats for advertising messages: straightforward
messages, demonstrations, comparisons, problem solutions, slice of life,
spokesperson, and teaser.
Π2 categories of message strategies: informational and transformational.
Π3 Personality Types
-The righteous - base decisions on independent reports in for example
magazines.
-The social - relies on friends, family, celebrity endorsers and testimonials.
-The pragmatic buyer - search for the most value for the money, but not
necessarily the cheapest price.



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J   : competition explicitly mentioned
: explicit claim on uniqueness

 : testable claim of superiority based on an attribute or benefit
: untreatable claim of superiority
: focus on product class

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 : focus on user
d  : focus on brand personality
 : focus on usage occasions
: focus on product class
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ΠBranding and category identification
ΠYttention-getting devices
ΠLikeability
ΠSimplicity
ΠHave an idea
ΠBe careful with humor
ΠBe careful with sex
ΠInclude a response opportunity
ΠOffer the audience real benefits
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ΠConcentrate on persuasion rather than on entertainment.
ΠMake your message easy to receive.
ΠYssume relative ignorance on the part of your audience.
ΠYssume lack of interest on the part of your audience.
ΠProvide significant information.
ΠBe assertive.
ΠYll elements - work together, complement one another, and contribute to
delivery of the persuasive message.
ΠDo not model the advertising on consumer packaged goods
  
ΠYdvertising appeals aim to influence the way consumers view themselves and how
buying certain products can prove to be beneficial for them.
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ΠMeant to signify that since everybody is doing something you should be a
part of the crowd as well.
ΠDimensions :
- Uniqueness.
- Price of the Product or Service .
- Consumer Perceptions of the Brand Category .
- Innovative or Intangible Products .
- Importance to the Prospect .
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ÚDesigned to touch the head
ÚCreate a response based on logic
ÚDepend on a lot of information
ÚLong and detailed message
ÚInformation to inform and educate customers
ÚDesigned to touch the heart
ÚCreates a feeling and strong brand image
ÚExcites feelings such as love, anger, hate, sorrow,
joy, fear
ÚRely on feelings for effectiveness
ÚCreates a likable or friendly brand
ÚCreates a response via emotions and feelings
ÚMakes consumers feel more involved the ad
 

 

 
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