Advertising Unit- First UnitBy.

NISCHAY UPAMANNYU

History of advertising


Ago 4000 B.C Egyptians used to make sales message and wall poster. commercial message and political poster. campaign information used to be communicated in the time of ancient Greece and Ancient Rome. When Rome. Gladiator fight used to be conducted. conducted.

Concept of advertising


Any paid for non-personal presentation or promotion of nongood, service and idea through mass media such as Newspaper, Television, Radio, Magazines and so on by and identified sponsor. The definition was given by international marketing association. The mans of providing the most persuasive possible selling message to the right prospect at the lower possible cost .

Concept of advertising


Any Paid: when the advertisement is created so some Paid: financial cost is emerged, time as well as space through the advertising agencies those who create the advertisement so the cost of advertisement has to paid to the respective agencies. agencies. Non Personal presentation or promotion: when the promotion: advertisement is created so the approach of creating advertising to target group of the customer not an individual therefore we can say that advertisement is created not for individual. It is created for targeting individual. every prospective customer. customer.

Concept of advertising


Goods, service and Idea: advertisement is created to Idea: keep the concept to communicate the product so the every feature which may be used by the prospective customer are shown to attain the attraction from the prospective customer through the product advertisement. advertisement. when the advertisement of promoting any service so through the advertisement, prospect targeting customer are sought and same case of idea. idea.

Concept of advertising

Mass media: it is medium by which advertisement may media: be made to reach or communicated all the prospect or target customer in every corner of the entire world, mass may be different type such as Television, Newspaper, Radio and magazines and so on. on. An Identified Sponsor: the meaning of an identified Sponsor: sponsor is who want to communicate of paying some amount for generating demand from the side of the customer. customer. They may be individual, product or service industry or government itself. itself.

Objective of advertising

1. 2. 3. 4.

There are certain objective of advertising Trial Continuity Brand Switching Switching Back

Role of advertising


Advertising also can be explained in terms of the roles it plays in business and in society. Marketing Communication Economic Social

1. 2. 3. 4.

Role of advertising
Marketing Roles: marketing is the process that business Roles: uses to satisfy the consumer needs and wants through goods and service. the particular customer on the basis of service. demographically segment at whom are targeted by the company and it is known as the target market. The tools market. which are available for the target market are Price of the product or service, the information of place where consumer may get the product or service and product or service itself may be for catching eye of the prospect customer and marketing also include the method for communicating and these four tools are collectively called as Marketing mix of the Four Ps. Ps.  Marketing communication consists of several related communication techniques, including advertising, sales promotion, publics relation and personal selling and these four techniques of promotion are known as promotion mix. mix.


Role of advertising


The communication Role: Advertising is a form of mass Role: communication. communication. It transits different types of market information to prospective buyers and seller in the marketplace. marketplace. The economic Role: which directly deals with the Role: advertiser's objectives. Normally an advertiser's objectives objectives. behind making an advertisement are to generate sales. Also it sales. helps the consumers to choose the product and service and the value and benefits of the products that are being advertised against the price that they are offered at in order to make the most efficient and economic choice. In other choice. words we can understand that through the advertisement demand of the product or service are affected and the relationship b/w price elasticity or advertisement elasticity are evaluated. evaluated.

Role of advertising


Social Role: Although advertisement is informative in Role: nature and it helpful for the customer to come up with the new trend or latest fashion. It also helpful for the fashion. society for arranging the latest information of technology, or new phenomena is kept by the advertisement before the society. society. Advertisement is the mirror for the society se the every aspect of the advertisement is helpful for the society. society.

Function of advertising
1. 2. 3. 4.

Provide product information Brand Information Provide incentive to take action Provide reminders to the customer.

Reason for Advertising

1. 2. 3. 4. 5. 6. 7. 8. 9.

Boost employee morale Create industry buzz or identification Create, build or maintain a positive image Test new products and/or services Retain existing customers Reinforce personal sales calls, direct mail Maintain consistent, controlled customer communications Gain new customers, particularly hard-to-reach ones hard-toPosition or reposition your company, products or services.

The five players of advertising

    

The The The The The

advertiser advertisement agency media vendor target audience

Five player of advertising



The advertiser:- who want to generate demand for advertiser: his/her product or service and it is known as an identified sponsor. sponsor. Advertisement agency- it is group of expert people agencythose who compose advertising to understand the expectation or requirement from their client and they are also expert to analysis to understand the trend of the present scenario. scenario.

Five player of advertising



Media: Media:- it is medium through which the message is communicated to prospect customer or target customer. customer. Vendors: Vendors:- the group of service organization that assist advertisers, advertising agencies and the media that is known as vendor. Member of this group are also called vendor. consultants, freelancers and self-employed professional. selfprofessional. The Target Audience:- It is group of prospect Audience: customer those are attracted or communicated by the process of advertisement. advertisement.

Benefit of advertising
Economic Benefit  Political Benefit  Cultural Benefit  Moral and religious benefit


Marketing mix


Marketing mix is tools or techniques which is applied to increase the sales of the product or service. Marketing mix is the process through which prospect customer are targeted by the respective company those want to generate the demand of its own product or services.

Advertising is translation of product concept into customer benefit



Understanding creative concepts and maintaining targeted messages is of paramount importance for the growth of international sales and advertising. advertising. Globalization has affected the world of translation. With translation. the media revolution, the translator is responsible for every aspect of inter-cultural communication. Wherever intercommunication. the local language is an influential parameter, the translator acts as the decoder , the mediator, or the negotiator. negotiator. Advertising and design, whether written or audiovisual, has emerged today as one of the areas of activity that make use of the services of specialized translators. translators.

What is Advertising Translation? hat



Advertising translation is defined as the means of communication of a company exporting its products or services. It is regularly seen in satellite services. broadcast television channels the same ad campaigns in several languages. In the same way, various monthly or languages. weekly editions of the same magazine enables you to see the same translated advertisements again and again. again. Translated advertising is the medium to get your products known to a larger audience. Communication audience. becomes effective only after the message has been translated and has a positive impact on the foreign consumer. consumer.

Importance of Translation


The growth of international exchanges requires communication : the growth of international exchanges
requires communication and thus of translation. Advertising translation. translations open new avenues for international trade. The medium trade. of advertising is the radio, press, television, and the Internet, mobile. mobile.

The multinational advertising agencies, the television networks, and the success achieved by multi-language publications have led to the growth of multithis phenomenon and the coverage power of media is increased with the help of multi-language publication that is important for the multicustomer. customer.

MultiMulti-language

publications:

Importance of translation


Translation is a business function : Companies very well understand that they should adapt their communication to the consumers they are targeting. Thus translation is a business targeting. function, the objective of which consists of adapting marketing strategies to a group of market countries. countries. Insensitive translation process :A well-planned welladvertising campaign can lose its impact if it suffers from an insensitive translation process. process. word-forword-for-word translation : Advertising often requires more than a word-for-word translation. A badly translated ad word-fortranslation. campaign is very harmful, making the brand a laughing stock. stock.

Importance of translation


Translation companies provide services in customizing and translating your advertisements , so that they communicate the message when presenting your products or services to international markets. markets.

customizing and translating

Effects of Advertising Translation



Zero effect: The translation of the original message effect: into the languages of the foreign consumers may not bring any change to the status of the company, in terms of brand image as well as commercial repercussions. repercussions. Positive effect: The translation has a positive effect in effect: the sense that it automatically increases brand awareness as well as increase in demand on the market targeted by the translated campaign. campaign.

Effects of Advertising Translation



Negative effect: Advertising translations may not effect: always have a positive impact. In some cases translation impact. nullifies the strengths of the company on the international market and produces a negative effect. effect. Translations may not serve the interests of the producers or those of the distributors. distributors.

Advertising as information


One of the very important function of advertising is to provide information to customer.

INFORMATION

DIRECT -facts, tangible qualities

INDIRECT -intangible benefit ,brand rather Than product

Why information


Producer advertise to sell more and more of their product This puts power in the hand of consumer over producer Hence, advertisers provide information to consumer that would appeal to them Nature of the power that consumer have, depends on the type of product being advertised

 

Nature of product/Service information

Product

Search qualities

Experience qualities

Search qualities
 

Consumer can determine prior to purchase Through inspection, e. g. Shape, size, colour Here consumer has maximum market power over the content of advertising Fact are verifiable at point of purchase Customer may not buy if he feels the advertisement misled him


1. 2.

Experience qualities
   
1. 2.

Consumer can not determine prior to purchase Through experience while using the product Aims to relate the brand to a function e.g. taste, durability Consumer power over market is relatively lower Facts not verifiable at point of purchase Major control they have here is whether they repurchase the brand or not

Conclusion is given by Prof. Nelson



Advertising increases the probability of a consumer s remembering the name of a brand Brand which provide the highest utility have the highest incentive to advertise Advertising increases sales of the product and service

Deceptive advertising
  


1. 2.

Providing misleading information to consumer Projecting the utility of the good as being higher than what it really is Some qualities can not be successfully conveyed by advertising e.g. charm of an apartment, ambience of a place. Ranks Different players in the same product category claim to be holding the same rank based on different survey. Claim may not be genuine confusion for consumer.

Cost of Deceptive advertising



To consumer
Monetary Time

To producer
Decline

loss

Cost Energy cost

in credibility for future advertisement No repurchase of brand No customer loyalty Loss of sales

Alternative source of information

Through sample  Recommendation of family, friends, consumer magazines etc.


Advertising as tools for consumer benefit

       

Advertising adds perception utility to the product Advertising helps the consumer in making the purchase decision Advertising ensures a better quality Goods at reasonable prices Better standard of living Time saved in shopping Advertising contributes to consumer welfare Advertising makes consumer think

Advertising is as tools for consumer benefit

Consumer and advertising : the ultimate aim of all marketing efforts it to satisfy the needs of consumer by transferring the benefit of productive efficiency to the final user. Advertising as an important element in this user. process of transfer helps consumer in the following ways: ways:  Advertising adds perception utility to the product: product:- advertising influences the perception of the consumer about the product by pointing out the various benefit to be derived from its use. Thus it creates a use. desire in the mind of the consumer to the to purchase the product. product.


Advertising is as tools for consumer benefit

Advertising helps the consumer in making the purchase decision: advertising through its various forms decision: gives out useful information about the relative merits and features of the products and services in terms of price, quality, utility, quantity, durability, convenience of use etc. so etc. as to guide the consumer to select a product or service of particular sponsor. sponsor.  Advertising ensures a better quality: advertising ensures quality: that customer are drawn to the product at least for trial order. order. However repeat orders are placed only due to the satisfaction received through the use of the product. If the product is not product. good so repeat sales will not take place and if the product proves to be good so again sales take place. place.


Advertising is as tools for consumer benefit

Goods at reasonable prices: advertising enables firms prices: to sell goods on a mass scale. This has made it possible scale. for producers to increase his production so as to earn economies of scale and thus he can offer goods at reasonable prices to consumers. consumers.  Better standard of living: advertising reduces the living: price of product and thus more and more product are affordable by a larger section of society today. Thus it today. increase the standard of living of the people. Further people. advertising creates a demand for new products and thus increases the standard of living of the masses. masses.


Advertising is as tools for consumer benefit

Time saved in shopping: advertising increase the shopping: knowledge of the consumer about the availability of the various brands in the market. He knows about the product market. and services of the different producers and as such it saves his time which would otherwise have been spent in locating, identifying and deciding about the product and services. services.  Advertising contributes to consumer welfare: welfare: advertising helps consumer in a variety of ways. It tells him ways. what to buy, where to buy and why to buy. It also give buy. valuable price information. Advertising also promotes information. consumer welfare by encouraging competition, which leads to improvements in product quality and reduction in prices. prices.


Advertising is as tools for consumer benefit



Advertising makes consumer thinking: advertising thinking: makes consumer aware of many socially relevant causes like dowry, energy conversation, environment pollution, child marriages, eye and blood donation etc. advertising etc. thus not only makes a consumer think, but acts as a friend, philosopher and guide to the consumer. consumer.

Types of Advertising
 Pioneering

advertising  Comparative advertising  Advocacy advertising  Cooperative advertising  Point of purchase advertising  Product advertising  Institution advertising  Reminder advertising

 Informational

advertising  Outdoor advertising  Persuasive advertising  Direct mail advertising  Informational advertising

Pioneering advertising: this type of advertising that develop the primary demand of the product or service.

Exp: the menier chocolate company (French) launched chocolate in 1816.

Comparing advertising: this advertising compare one brand directly or indirectly with one or more competitors brand. This technique commonly used by Airline, Automobile manufacturer and electronic brand.

Advocacy advertising: the advertisement campaign is designed to persuade public opinion regarding a specific issue that is important in public area. Advertising that promotes a political view, social cause, controversial issue or other point of view rather than a product, service or organization.

Cooperative advertising: A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product. Exp:- in education institution, if the Head office spend Rs10 lakh in three month in advertising and he made contract with its all the franchise to tolerate 20% of the 3 month income in advertising. If the head office has 200 franchise in across india and the average income is r 20000 in three month so the each franchise will have to give Rs. 4000 in three month so the head office will get rs. 800000 and rs. 200000 will be tolerated by head office to promote or maintain the awareness into the market.

Point of purchase advertising: that is built around impulse purchasing and that utilizes display designed to catch a shopper eye particular place where payment is made. There are various type of point of purchase display, counter display, floor stand display, floor display and banner etc. Generally these display are created and composed by the manufacturer for distribution to wholesaler or retailer, who sell the product.

 Institutional

Institutional advertising is marketing designed to promote a company rather than a specific good or service. It can be designed to make the public more aware of a company or to improve the reputation and image of an existing company.

advertising:

Reminder Advertising: when the product would be in mature stage so the organization use reminder advertising to maintaing the awareness in the mind of the customer or show its own existence in present scenario.

Informational advertising: When the aim of the advertising is to give people information about the availability, characteristics and prices of goods, we call it "informational advertising.

Direct mail advertising: Direct mail can be a high profit, low cost advertising medium. Make your direct mail campaign a hit with the information of the product or service directly to the group of customer. Exp:- Insurance company, Laptop or computer company etc.

Out door advertising:- Outdoor advertising includes various types of promotional displays, from highway billboards to transit posters and arena placement, all geared towards communicating a message to the public. The message might be to buy a product, take a trip, vote for a politician, or give to a charity. It might even be a public service announcement. According to the Outdoor Advertising Association of America, Inc. (OAAA), businesses spent $5.8 billion dollars on outdoor advertising in 2004, a figure expected to rise again in 2005.

Persuasive advertising:- persuasive advertising is used by the advertiser when he want to use of emotion and sentimental ness of the consumer, it is quite different form the informative advertising.

Types of advertising (according to Pro. Philip Kotler) Kotler)



According to Prof. Philip kotler, advertising can be based kotler, on various aspect such as, Geographical area, content, appeal, audience, sponsor etc. Geographical area: according to philip kotler advertising can be isolated Cross border advertising National advertising Regional advertising Local Advertising


1. 2. 3. 4.

Content : 1. Product advertising 2. Brand advertising 3. Institutional advertising

 
1. 2.

Type of appeal: Factual Emotional

Based on customer 1. Customer 2. Industrial customer based

 
1. 2. 3.

Sponsor Manufacturer Middlemen Private

Legal issue in advertising



Legal advertising: Advertising is regulated by both advertising: federal and state law. Under the law, if advertisement is law. unlawful if it tends to mislead or deceive to the consumer. consumer. advertiser intentions don't matter. If matter. advertisement is deceptive, advertiser 'll face legal problems even if you have the best intentions in the world. world. The Federal Trade Commission (FTC) is the main federal agency that takes action against unlawful advertising. advertising.

State Laws Against False Advertising : Under these laws, state or local officials can seek injunction against unlawful ads and take legal action to against advertisers. Some laws provide for criminal penalties -- fines and jail -- but criminal proceedings for false advertising are rare unless fraud is involved.

Legal issue in advertising

there are certain issue that help to keep advertiser safe and within legal limits.


Be accurate: Make sure your ads are factually correct and are carrying all the information related product or service must be accurate or genuine.
Get Permission: Under U.S. copyright law, the "fair use can be possible of image, name, logo, text of any advertisement or famous celebrity name are allowed when the specific authorization from the original owner. If it would not be done so the serious penalty may be punished.

Treat Competitors Fairly : If you compare your goods and services with other competitors companies, double check your information to make sure that every statement in your ad is accurate. Have Sufficient Quantities on Hand : When you advertise goods for sale, make every effort to have enough on hand to supply the demand that it's reasonable to expect. If you don't think you can meet the demand, state or mentioned in your ad that quantities are limited.

Watch Out for the Word "Free : If you say that goods or services are "free" or "without charge," be sure there are no unstated terms or conditions that qualify the offer. If there are any limits, state or written them clearly. Be Careful When You Describe Sales and Savings :You should be absolutely truthful in all claims about pricing and sales volume of product what you claimed before the customer to attain the desire attention from the prospect customer, if it would not same so the legal action may be taken against the advertiser.

Observe Limitations on Offers of Credit: Don't advertise that you offer easy credit unless it's true. A business that's not careful in this area can be charged with engaging in an unfair or deceptive practice that violates FTC law.

Ethical issue in advertising



Ethics is paramount in the advertising, if there is ethics in advertising so only possibility to widely accepted advertising because advertising is form of communication that attempt persuade potential customer to purchase or to consume more of a particular brand of product or service. Ethics refers to principles that define behaviors as right, good and proper. In the present scenario advertisement has a great impact on the consumer s behavior so if it become unethical it will lead the society in the wrong direction. To overcome these problem certain ethical standard are set up by the government or regulation bodies.

Every major medium is used to deliver these message, including television, radio, cinema, magazines, newspaper, video games, and the internet.

Ethical principle in advertising

All advertising should be legal, decent, honest and truthful. Every advertisement should be prepared with a due sense of social responsibility and should conform to the principle of fair competition, as generally accepted in business.  Decency:- Advertisement should not contain statement or visual presentation which offend prevailing standards of decency. Exp - perashuit  Honesty:- advertisement should be so framed as not to abuse the trust of consumer or exploit their lack of experience or knowledge. Exp - Dura cell batteries  Social Responsibility:Exp Recycle the mobile, jago grahak jago.


Ethical principle in advertising

Advertisement should not contain any form of discrimination, including that based upon race, national origin, religion, sex or age, nor should they in any way undermine human dignity.  Advertisement should not spread fear.  Advertisement should not appear to condone on incite violence, or to encourage unlawful or reprehensible behavior.  Advertisement should not play on superstition.


Ethical principle in advertising



Truthful presentation:- advertisement should not contain any statement or visual presentation which directly or indirectly by implication, omission, ambiguity or exaggerated claim is likely to mislead the consumer. Comparisons:- advertisement containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principle of fair competition. Points of comparison should be based on facts.

Ethical principle in advertising



Testimonial:- advertisement should not contain any testimonial or endorsement unless it is genuine, verifiable, relevant and based on personal experience or knowledge. Portrayal or imitation of personal property:advertisement should not portray or refer to any person, whatever in a private or public capacity, unless prior permission has been obtained; nor should advertisement without prior permission depict or refer to any person s property in a way likely to convey the impression of a personal endorsement. Exp- EMAMI

Ethical principle in advertising



Exploitation of goodwill:- advertisement should not make unjustifiable use of the name, initials, logo and trademark of another firm, company or institution nor should advertisement in any way take undue advantage of another firm, person or institution s goodwill in its name, trade name or other intellectual property, nor should advertisement take advantage of the goodwill earned by other advertising campaign. Exp- Rin and Tide war.

Ethical principle in advertising



Identification of advertisement:- advertisement should be clearly distinguishable as such, whatever their form and whatever the medium used. Safety and health:- advertisement should not (without reason, justifiable on educational or social grounds), contain any visual presentation or any description or any description of dangerous practices or situation which show a disregard for safety or health.

Ethical principle in advertising



Children and young people:- the legal provision must be applied to advertisement addressed to children and young people who are minors under the applicable national law. Avoidance of harm:- advertisement should not contain any statement or visual presentation that could have the effect of harming children and young people mentally, morally or physically. Guarantees:- advertisement should not contain any reference to a guarantee which does not provide the consumer with additional right to those provided by law. Advertisement may contain the word guarantee , warranty or words having the same meaning.

Ethical principle in advertising



Environmental Behavior:- advertisement should not appear to approve or encourage any action which instigate and the mass media to break any rules or code of conduct which is accepted standards of environmentally responsible behavior.

Ethics in advertising

ETHICS IN ADVERTING

PUFFERY

STEROTYPING

PROMOTING UNHEALTY PRODUCT

CONTROVERSIAL ADVERTISMENT

ADVERTING TO CHILDREN

SUBLIMINAL ADVERTISING

Ethics in advertising
Puffery:- puffery is language used in the promotion of a product which is designed to make the product seem more appealing with the use of claims which are usually subjective not as objective.  Puffery as a legal terms refer to promotional statement and claims that express subjective views. Puffery consists of promotional claims such as two year old might believe that coca-cola, but elder know because two year old make no decision.  Exp- Coca-cola would be liable to consumer for damages caused if it advertise that coke cure cancer. Many consumer might be fooled into drinking more coke only because of its alleged medicinal properties but puffery does not mislead reasonable consumer.


Example of puffery in cosmetic

Ethics in advertising


Stereotype:- Media stereotypes are inevitable or essential, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.

Ethics in advertising


Ethnic and Visible Minorities: this is stereotype advertisement are composed to target ethnic or minorities people with help of color, cultural, language etc.

Ethics in advertising


Aboriginal people:- this is also stereotype advertisement which is being used by the advertiser since last many decades. Into this advertisement, advertiser composes comics picture, cartoon etc.

Ethics in advertising


Girls and women:- this section explores female stereotype advertisement for entertainment, including portrays of women, their effect on cultural ideas of beauty, and how these stereotypes influence the social development of young women.

Ethics in advertising


Men and masculinity:-This section examines common stereotype of masculinity on TV, in men s magazines and in advertising and sports media. It discuss society s definition of male role and attribute.

Ethics in advertising
 Children: Adult:-

Ethics in advertising
Promoting Unhealthy product:- Due to globalization of the economy the globe is indeed becoming a smaller place, marketer have to keep in mind national, local, and cultural sensitivities.  Exp- a surrogate advertisement in india alcohol and cigarette advertisement were banned some year back


Ethics in advertising


Controversial advertisement:- this section such type visual image or text which not for socially accepted. Advertising for children:- this section of advertisement explore the contend the picture through which children are targeted.

Subliminal Advertising:- Subliminal ads is an advertising method that shows prospective customers pictures of different products, brand names, or other marketing boosters without the people realizing they are seeing these subliminal messages. It is believed that once prospective customers have been exposed to these subliminal ads, a subconscious suggestion will remain, encouraging them to buy the product when they next see it, give them the urge to go get it right away.