Different types of Advertising

Appeals

Consumer Behavior

THE COMMUNICATION PROCESS

Communication is the process of sharing our ideas, thoughts, and feelings with other people and having those ideas, thoughts, and feelings understood by the people we are talking with.

When we communicate we speak, listen, and observe.

COMMUNICATION MODEL

ELEMENTS OF COMMUNICATION

Source

Message

Channel

Receiver

Effect

CONCLUSION In order to conclude on the process of communication,

we can say that it includes certain steps to convey the message from sender to receiver.  The message should be conveyed to the receiver to complete the communication process and it should be understood by the receiver. The process of communication becomes effective when it gives some positive effect. In today’s world the process of communication helps reach every nook and corner of the world. Technology plays an important role in the success of process of communication. It makes the process of communication very simple and faster.  It also helps to avoid barrier to communication by giving several option of channels and media to convey the message.

BARRIERS TO COMMUNICATION

A communication barrier, also known as a language barrier, is any problem when two people cannot communicate with each other. This can be due to different spoken languages, or speech disorders.

TYPES OF BARRIERS

Psychological barrier

Inattention Time pressures Distraction/noise

Poor retention Social barriers Cultural barriers Semantic barrier

Linguistic barriers

Past experience Organizational barriers

Technological failure

MAJOR REASONS OF COMMUNICATION BARRIER

Time

Distance

Distraction

INDIA AND ADVERTISING – TRANSITION

Advertising started from 4000 B.C

Earlier was advertising was rock paintings and engravings.

In the early market people sold everything together later we had organized markets. In short, there was no organization.

Advertisement came about when vendors learned how to arrange their items properly for buyers to easily see or find them.

The first newspaper advertisement appeared in 1650.

Print advertising first appeared in America within the pages of the Boston Newsletter– published in 1704.

EVOLUTION IN TRANSITION

Handbill, posters, and signs became popular formats for advertising.

The printing press was one of the most important developments in the history and evolution of advertising.

By the middle of the 1600s, the printing press was the bicentennial.

Modern advertising trends are constantly changing.

In the 80’s and 90’s, cable and satellite technology transformed the media landscape and fragmented audiences.

The Internet has evolved into an advertisers low-cost playground.

a. Email campaigns are less expensive to produce than traditional print campaigns.

b. The Internet also allows a more strategic direct and targeted approach to advertising.

c. Email is a less formal and more personalized alternative to traditional direct mail campaigns.

ONLINE ADVERTISING

Pay Per Click Advertising

Social Network Advertising

POP UP Advertising

The sources of advertisements now are as follows :

A small representative list of current digital opportunities includes:

An advertiser’s own digital properties such as: •Home page •Campaign landing pages •Sales channel

Content Video sharing and search Web sites: •YouTube •Viddler •Revver •Vimeo •Guba •Scanscout.com •Blinkx.com

Media hardware gateways: •Xbox/PS3/Wii •Sonos •Slingbox/Squeezebox •TiVo 2.0/DVRs

Social networking environments: •MySpace •LinkedIn •Xanga •Twitter•Hi5 •Famiva •Facebook •Orkut

Shopping search sites: •Pricegrabber.com •Shopzilla.com •Shopping.com

Local search sites: •Yelp.com •Mojopages.com •Citysearch.com

A variety of search-oriented ad models:•Google Adsense •Windows Live Search •MSN

OFFLINE ADVERTISING

Television and Cable

Radio

Outdoor Billboards

HOW ADVERTISING PORTRAYS WOMEN

Bodies of women have been used in different ways to advertise products.

Advertisements promote ideas like ‘women MUST be beautiful’.

Advertisements portray women as sex objects.

Advertisements have now become pervasive.

TYPES OF ADVERTISING APPEAL

HUMOR APPEAL

It makes consumers laugh and create an emotional link with the product.

It enhances recollection, evaluation and the intent to purchase the product.

SEX APPEAL

•It is the use of sexual or erotic appeal in advertising to draw interest to and to help sell a particular product.

•Power to attract or interest

SUBLIMINAL APPEAL

This advertising appeal makes use of subliminal messages, which are intended to be perceived subconsciously.

They are perceived at a subconscious level.

TIMELY ADVERTISING

It touches on topics of a timely nature.

It makes the advertisement, more sense and memorable.

E.g. Christmas specials, Valentine Day offers etc.

RATIONAL APPEAL

More emphasis is placed on providing factual information and specific details about product benefits. Used by small businesses to fend off competition.

Product oriented appeal- Colgate. A household cleaning product ad

might show the product in use and then offer an explanation of how it cleans twice as well as competing brands and costs less.

E.g. Tata Tea- Jaago re, Sun Drop Oil

EMOTIONAL APPEAL

Emotional advertisement always grabs attention. They’re targeted towards the audiences heart.

The sub conscious mind evaluates the information consciously.

Why do emotional appeals work?

FEAR APPEAL

Advertising that attempts to create fear to sell products.

How is it effective?

COMPARATIVE ADVERTISING

Direct comparison between competitive brands.

Compared on basis of attributes like price, packaging, quality, quantity, etc.

Can be direct or indirect, positive or negative.

THANKYOU.