advertising concept career

8/2/2019 Advertising Concept Career

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Advertising is a part of promotion mixcan be define as:

A paid form of

Non personal CommunicationFrom an identified sponsor

Using mass media

To persuade or influence audience

With a unique message.

WHAT IS ADVERTISING?


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Product-Related advertising:- Informative advertising-This advertising figures heavily

in the Introduction stage of a product, where the primaryobjective is to build demand.

Eg. Initial ads of Ujala Neel First time in Liquid Form.Informing customers how to use it & how simple it is.

Persuasive advertising- Persuasive Advertising figuresheavily in the Growth Stage of Product Life Cycle, where thecompanys objective is to build selective demand for aparticular brand. Like- AKAI TV ads compared the brand with6 competitor brands.

TYPES OF ADVERTISING?


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Reminder advertising-This advertising is highlyimportant in the maturity stageof the product to keep theconsumer thinking about theproduct.

-Fevicol campaigns act as areminder form of advertising,bonding Fevicol withconsumers as the strongestAdhesive


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Trade Advertising- It can classified into two categories:-

Retail advertising- can define as covering alladvertising by store that sell good direct to the

consuming public. Example- In & Out promotionaltechniques of retail outlets. Eg.

Wholesale advertising- Wholesalers are, generally,

not advertising minded, either for themselves or fortheir suppliers. They would benefit from adoptingsome of the image making techniques used byretailers.


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Area based advertising:- There are three types ofthis advertising. They are as follows-

National advertising- This type of advertising is toencourages the consumer to buy their product wherever they

sold. Advertising that is done in one nation only. Dabur Ads orNirma Ads

Global Advertising: Advertising that is carried on for acompany or a product globally. Like- Im loving it was aglobal ad released by McDonalds; Loreal Ads featuring

Aishwarya Rai.

Localadvertising-Advertising that is carried out in aparticular region or market. Like-BRU - Filter Coffeecampaign directed towards consumers in South India.


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Manipulative advertising:- "limits free and informedaction It is sort of like convincing customers to purchasesomething, but it is based on incorrect or inconclusiveinformation. Eg. Most of the Telecom Companies whiledefining their rates do it.

Surrogate advertising:- The advertisement comes withthe same music and punch line as the one for the popularliquor brand telecast before the ban on liquor advertisements.

Like- aap, main or Bagpiper". This Bagpiper club sodaadvertisement, featuring cine celebrities, is similar to theearlier one for Bagpiper whisky.


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Unethical advertising:-Unethical advertising is when youpromise something you cannot deliver.

For Example- In the fitness industry, you advertise that youguarantee a weight loss of 50 pounds per month with yourprogram. But it is not possible to deliver that to every personwho comes into your gym.

Covert advertising:- Covert advertising is when a productor brand is embedded in entertainment and media.

For example, in a film, the main character can use an item orother of a definite brand, as in the movie Top Gun, whereTom Cruise's character wears Ray Ban Aviator sun glasses.
http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Tom_Cruise


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Brand advertising: This advertising helps in the long-termbuild up of a brand.

LUX , LIRIL & DETTOL

Classified Advertising: This advertising gives informationdissemination about a sale. MID-DAY NEWSPAPER or DAINIK BHASKAR classified section.

Promotional Advertising: This advertising informs anannouncement about a sale.

ADIDAS offering 50% DISCOUNT on sneakers.


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Advocacy Advertising: This advertising is used topublicize a particular cause. All the social ads fall into thiscategory.

Drink MORE MILK (TV ad by FCB ULKA for NDDB), SAVE TREESADS by Govt. of India


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Negative advertising:- emphasizes on negativeattributes of the competitors product instead offocusing on positive attributes of own products.

exp.- Horlicks Vs. complain, Pepsi Vs Thums Up

Puffery advertising:- In these ads superlative degree isused to create attraction.

Example- Gillettes punch line. The Best a men can get.

Financial advertising:- Ads taking only about financerelated things. Example- all insurance ads.


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Gorilla advertising:- Guerrilla Advertising is an

unconventional way of performing promotional activities.Usually very funny or subtle, its a great way to promote abusiness with a low budget and generate buzz. But youllneed lots of creativity.

Emotional advertising:- Ads directly hit consumersemotions. Example- Airtels ad of a little boy with toy phone.


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Corporate advertising:-

Burst advertising:- Ads dont have any above thing orsense but creative ads. Example-Burrrrrr. (Coke)

Silence advertising:- a commercial with little or nomusic will be most effective with an elderly audience. Ifsomeone is doing other things while watching T.V. and all of

a sudden they notice there isn't any sound coming out of thetelevision, their eyes will likely jump up to the television andit's probably at that moment the person will catch a glimpseof a company name, or a logo. Eg. Intel
http://../Local%20Settings/Temp/silence_ad.dochttp://../Local%20Settings/Temp/silence_ad.doc


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Challenging advertising:- Ads directly or in directlychallenge other company, brand or product. Example-Boomer gumlairs, clairs ka baap & luminous ad No.1 herewe come.

Spoof advertising:- When we promote our product onopponents ad strategy.

Exp- Pepsi Famous Nothing Official About It in 1996Cricket World Cup.

Direct advertising:- Aqua sure For demo Call 1800


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Advertising, can be used to address several broadobjectives including:

building product awareness,

creating interest,

providing information,

stimulating demand

To achieve one or more of these objectives,

advertising is used to send a message containing

information about some element of the marketers

offerings.

OBJECTIVES OF ADVERTISING


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To inform: This type of advertising is heavily used in thepioneering stage of a product category, where the aim is tobuild primary demand.

Ujala commercial, where the ad talks about how different it isfrom the age old neel by talking about its solution contents

and showing how different your clothes look when washedwith Ujala.

To Persuade: when the product is in the competitive stage,where the companys objective is to build selective demandfor a particular brand.

Whirlpool ice magic positions itself as being a quick icemakerand was the first one of its kind to use this as a marketingplatform.


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To Remind: when the product is in the maturity stage. Theyare intended to remind people to purchase your bran d.

Thumps up, Coke, Pepsi ads all these ads no more are shownto create awareness or persuasion because people are alreadyaware of their presence and already have chosen the brand of

their choice. These are just reminder ads to keep the brand orthe company fresh in the minds of the consumers or have thebrand top of mind.

To Reinforce: It seeks to ensure the buyers that they havemade the right choice by purchasing your brand.

Hamara Bajaj advertisements make the owner of the twowheelers of Bajaj proud of their possession by giving it apatriotic positioning


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Launch of new product/service:- To inform consumersabout new product launching. exp- Parle Lite barbone.

Expansion of market to new users:- To inform aboutcompanys market expansion. Exp- Beauty Cream for Men

Announcement of product modification:- To informabout product modification. Exp- Bajaj Pulsar DTSI

Announcement of dealers location:- To inform aboutplace where the product is available. Exp- Strepsil. Nowavailable in your nearest general store.


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Announcement of special offers:- To inform aboutlatest/special offers. Exp- Dettol combo offer 9Rs off.

To educate the customers:- To tell about what are thebenefits from the product and how to use that. Exp- AircelsPocket internet.

To create social responsibility:- To make customersocial. Exp- Padhega India tabhi to Badhega India.


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C C


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From Impression

Opting out of non-targetedbroadcast advertisingAnnoyed with intrusiveadvertisingIgnore non-relevantadvertising

(e.g., banner ads)

.. To Relevence

Allow non-intrusivemessaging (e.g., branded

entertainment)Prefer opting-in(e.g., e-mail newsletters)Require targeting to their

needs and profile(e.g., purchase history)

Consumer Expectations for Advertising are Changing


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Weekly Share Of Media Usage (Youth aged 12-21) Online HH

32%

27%

14%

11%

9% 4%2%

TV & Home Video

Internet

Radio

Video Games

Books

Magazine

Newspaper

Trends:

Overall TV and videostill leading

Internet surpassingradio and total print

Video games close toradio and aheadamong males in thisdemo

Younger Audiences Are Leading The Shift In Consumption To Online


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SPENDS WISE TRENDS IN DIFFERENT MEDIA


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Medium Advertising

Market size

Growth

%

Share

%

Advertising

Market size

Growth

%

Share

%(2008 estimate) (2010 estimate)

TV 8319 17 40.2 10500 26% 44.5

Press 9825 16 47.4 9992 2% 42.3

Radio

662

38

3.2

885 34% 3.7

Cinema 129 24 0.6 118

-9% 0.5

Outdoor 1419 11 6.8 1441

2% 6.1

Internet 363 45 1.7 680

87% 2.9

TOTAL 20717 17 100 23616 14% 100

SPENDS WISE TRENDS IN DIFFERENT MEDIA

UNCODING THE FUTURE


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India being the Youth Nation (34% of the population in the age group of 15to 35) concentration of advertising is on youth related media

Internet being the most growing medium

TV & Radio holds the key

Focus is on Cost Per Action rather then Cost Per Impression

Trial Purchase is being encouraged

Attempting more Consumer Interaction

Driving product innovation to maintain leading brands and build deeperrelationships with target consumers

UNCODING THE FUTURE

SOME FINAL THOUGHTS


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Media mix guidelines being re-written in virtually every

industry

Many new platforms to entertain and engage theconsumer

Marketing/advertising is more measureable, targeted

andtwo-way/interactive than ever before

Big new requirements emerging around media and

marketing innovations, go-to-market skills, organizationand metrics

New opportunities for growth and market leadershipbeing created

SOME FINAL THOUGHTS


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Careers in Advertising

Its an Ad Mad World

WHY SHOULD YOU OPT FOR A CAREER IN ADVERTISING?


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Double-digit growth, increased internet &radio penetration and the movement into

value-added services like market researchand media buying are adding fresh spunk tothe advertising world.

The Rs. 23616-crore industry is on the Path of recovery from

its slump at the beginning of the decade and grew at over

200% by the end of the decase. In fact, the industry has seen

double-digit growth for two years in a row. Looking beyond

print and television, the new medium like internet & Radio havecrossed Rs. 600 Crores & Rs. 800 Crores mark respectively

and the conventional medium like Cinema is taking new shapes

in the form of Multiplex Branding & In-Cinema Branding.



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Over time, mergers and acquisitions have become the norm in the adindustry in order to add value. What was once a fragmented, fracturedindustry has now seen a lot of consolidation by global biggieslike the WPP group, Omnicom Group and Publicis Group. WPP hasthe largest presence in India, with agencies like JWT, O&M,Rediffusion DY&R, Grey India, Bates Enterprise and Equus Red Cellin its fold.

Some India based groups like Mudra Communication, Madison

World & Percept are also competing well with their InternationalCounter Parts

All this only means that there are more career prospects for

you if youre looking to join the industry.

CAREERS IN ADVERTISING


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CAREERS IN ADVERTISING

Advertising agencies handle a broad range of marketing tasks

requiring people with experience and ability in overallmanagement and specialized skills. In all agencies, the jobs

usually fall into four categories:

Account Management

Account Planning

Media (Planning and Buying)

Creative

WHAT IS AN ADVERTISING AGENCY?


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An advertising agency:- is an independent organization set up to

render specialized services in advertising in particular and marketing in

general. Advertising agencies started as space brokers for the handling

of the advertisements placed in newspapers. Over the years, the

function of the agencies has changed. Their main job today is not to aid

media but to serve advertisers. Some the top Ad Agencies in India are-

1. JWT previously known as HTA (Hindustan Thompson Associates)

2. LINTAS (Ad Agency of Uni Levers)

3. Mudra Communication (By Reliance Group)

4. O&M (Ogilvy & Mather)

5. Rediffusion D Y & R

6. FCB-Ulka

WHAT IS AN ADVERTISING AGENCY?

SKILL SETS REQUIRE IN AN AD AGENCY (EXECUTIVE)


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SKILL SETS REQUIRE IN AN AD AGENCY (EXECUTIVE)

The Executive Department understands client needs, find new

businesses and retains existing business, selects the appropriate

media, analyses timing and placement of advertisements andnegotiates the financial aspects of the deal.

SKILL SETS REQUIRE IN AN AD AGENCY (CREATIVE)


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SKILL SETS REQUIRE IN AN AD AGENCY (CREATIVE)

The Creative Department creates advertisements, including the copy or

text and the visual elements. It verbalizes and visualizes the specific

need of the client.

T i th C P th i


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Tracing the Career Path in

Advertising

WHAT IS ACCOUNT MANAGEMENT?


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WHAT IS ACCOUNT MANAGEMENT?

This department is the link between the client andthe agency. This department is responsible formeeting prospective clients and getting business forthe company

Tracing the Career Path in Account Management

WHAT IS MEDIA PLANNING & BUYING?


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WHAT IS MEDIA PLANNING & BUYING?

The media department of an advertising agency is responsible for placingadvertising where it will reach the right people at the right time and in the rightplace and do so in a cost-effective way

Tracing the Career Path in Media Planning / Buying

WHAT IS CREATIVE DEPARTMENT?


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WHAT IS CREATIVE DEPARTMENT?

The creative department of an advertising agency is responsible for Writing,Designing & Producing a suitable advertisement for the brand as per the ClientBrief.

Tracing the Career Path for Designers & Copy Writers

EMERGING AREAS IN ADVERTISING


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EMERGING AREAS IN ADVERTISING

Brand Management

Promotional Marketing

Image Consultancy

Event management

Result Marketing


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