ADVERTISING

PRINCIPLES AND APPROACH

WHAT IS ADVERTISING??
Advertising is a form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services done via various media such as radio, TV, internet etc.

EVOLUTION OF ADVERTISING

Egyptians used PAPYRUS to make sales messages and wall posters In the 17th century advertisements started to appear in weekly papers in England By early 1920s the practice of sponsoring radio programs was popularized which graduated to TV after its invention in 1940s In 1960s the first advertising agencies were establishes in the USA and the practice of promoting a USP of the product began.

TV

CELEBRIT Y BRANDIN G

RADIO

Advertising

BILLBOAR D

PRINT

INTERNE T

TELEVISION

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial AIRTIME during popular TV events. Eg IPL Many TV events or shows have title sponsors. Eg DLF IPL
Advertisers have been known to raise objections regarding the content of the shows whose ad slots they buy especially primetime shows.

INTERNET
Online advertising includes

Ads on search engine result pages Social network advertising E Mail marketing Viral Marketing Pop ups Online advertisement comes with its share of security and privacy issues such as malware ,spam and third part cookies.

VIRAL MARKETING

Uses existing networks

social

It is in the form of video clips or flash games Relies on individuals to spread the word This finally effect trickles down to create a large customer base

BILLBOARDS

Large displays public places

in

Can be mounted on vehicles that function on specific routes

eg. public buses

transport

HUMAN BILLBOARDS
A human billboard is someone who applies an advertisement on his or her person

PRODUCT PLACEMENT
It is embedding a product or brand in entertainment or media like movies, TV shows

HOW DO ADS WORK??

Making an advertisement involves research work which includes surveys to find out the needs of the target group, their purchasing patterns etc.

Second step is to find out ways to get the attention

After getting attention, the advertisement must form a connect with the consumer and persuade him/her to buy the product or follow an idea

CONNECT IS FORMED ON AN EMOTIONAL LEVEL

A notable example can be the anti smoking ads. These ads can evoke fear in people and create a negative attitude

Using roll models such as cricketers and celebrities to sell products grants credibility and evokes trust

SURROGATE ADVERTISING

Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. One of the primary reasons for this practice is to circumvent a ban on direct advertisements of particular products such as alcohol

ADVERTISING REGULATION

Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region In India this is done by the Advertising Standards Council of India and by the government particularly the I&B ministry.

REASONS TO REGULATE ADS

Advertisements can trigger a high degree consumerism especially among children

of

the government needs to keep a tab and ensure that the advertisers do not make false claims and dupe the public This is needed so that the sentiments of any group are not hurt and children are not affected negatively Control surrogate advertising

CONCLUSION

Advertising is a multi billion dollar business today employing a large number of people. They inform and educate and are everywhere around us It is up to the consumer to exercise rationale in the face of information overflow and see what is best for him/her And with their ability to influence the population the government must keep tabs on advertisements