Ss advertising

Ss advertising

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  STUDY SESSION ADVERTISING
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  Agenda • Introduction • Importance •Types of advertising • Summary
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  INTRODUCTION ADVERTISING
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  Introduction • Advertising isthe promotion of a company's products and services carried out primarily to drive up sales of the products and services. • It is also done to build a brand identity and communicate changes in old products or introduce new product/services to the customers. Advertising has become an essential element of the corporate world and hence companies allot a considerable amount of resources towards their advertising budget.
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  Introduction • There areseveral reasons for advertising, some of which are as follows: • Increasing the sales of the product/service. • Creating and maintaining a brand identity or brand image. • Communicating a change in the existing product line. • Introduction of a new product or service. • Increasing the buzz-value of the brand or the company.
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  IMPORTANCE ADVERTISING
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  Importance • So manycompanies rely on advertising these days to boost sales of their products or services, to build a connection with their audience and to create competition with their rival firms. It has been suggested that over $400 billion has been spent worldwide on advertising this year, and this spending supports thousands of companies and millions of jobs. • Advertising is a marketing tool that is becoming impossible to avoid in everyday life and can range from subtle word of mouth strategies to full blow million dollar media campaigns. Advertising is crucial to a company's success and it is becoming more and more important to be backed by a creative and unique campaign.
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  Importance • The firstand key factor of advertising is that it will draw an audience's attention to a product or service offered by a company. Potential customers are made aware of the product can benefit them and will give them a reason to invest in it. • Advertising is also important to connect to current customers and remind them why they have chosen the right company. Current consumers can also be kept up to date with the latest products and services available to them.
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  Importance • Advertising givescompanies and businesses the opportunity to build up a brand and an identity. A recent example of this having great success is with the Apple brand. The distinct adverts in both TV and print form are instantly recognizable as the company's own and give it an identity as a clean, modern and reputable brand. • Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. If an advertisement succeeds at both it can help draw an audience to the product or service and build a relationship between the consumer and company. Establishing this connection should lead to a boost in sales for the business.
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  TYPES OF ADVERTISING ADVERTISING
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  Types of Advertising •Print Advertising • Outdoor Advertising • Broadcasting Advertising • Covert Advertising • Social Advertising • Surrogate Advertising • Celebrity Advertising
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  Print Advertising • Newspapers,Magazines, Brochures, Fliers • Print media has always been a popular advertising option. Advertising products via newspapers or magazines is a common practice. • In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often, newspapers and magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement in the publication (front page/middle page, above/below the fold), as well as the readership of the publications. • For instance, an advertisement in a relatively new and less popular newspaper will cost far less than an advertisement in an established newspaper that has a high readership.
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  Outdoor Advertising • Billboards,Kiosks, Trade-shows and Events • It makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by the company. Billboard advertising is very popular. However it has to be really terse and catchy in order to grab the attention of the passersby. • Kiosks not only provide an easy outlet for the company's products but also make for an effective advertising tool to promote the company's products. Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy.
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  Broadcast Advertising • Television,Radio and the Internet • Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. • Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself.
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  Covert Advertising • Advertisingin Movies • Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. • There is no commercial advertising as such in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
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  Social Advertising • Advertisingfor Social Causes • Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. • David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the advertising field for a social cause.
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  Surrogate Advertising • MarketingIndirectly • Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries. • Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.
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  Celebrity Advertising • Althoughthe audience is getting smarter and smarter and the modern-day consumer is getting immune to the exaggerated claims made in a majority of advertisements, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. • Using celebrities for advertising involves signing up celebrities for campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. How effective these ads are, is something that each consumer himself can determine.
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  SUMMARY ADVERTISING
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  Summary • Advertising isa form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” • The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.