Evaluation ofAdvertisements

Ashish Kumar | Roll No. 13Gasna M H | Roll No. 21

Introduction | Key terms |

Advertisement |Functions of Advertisement |

Evaluation of Advertisement |Evaluation of Print Ad |

Evaluation of Video Ad |Conclusion |Discussion |

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PresentationOutline

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Introduction

| Global village| Increased competition| Media Explosion| Consumer awareness

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Key words

Marketing | Marketing mix |

4Ps |5Ps |7Ps |

Promotion |Advertisement |

“Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large” – American Marketing Association[AMA]

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Marketing

• 4Ps: E Jerome McCarthy – 1960– Product, Price, Place, Promotion

• 5Ps:– Product, Price, Place, Promotion, People

• 7Ps:– Product, Price, Place, Promotion, People, Physical

Environment, Process

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Marketing mix

–An important element of marketing mix– Includes;• Direct Marketing• Personal Selling• Advertisements• Sales promotion• Publicity• Interactive or Internet marketing

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Promotion

• Advertisement is an important means to Inform and influence potential customers, of products & services.

• Part of Promotion• Promotion is an important element in the

Marketing mix

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Advertisement

According to the American Market Association, Advertisement is defined as any paid form of non- personal presentation and promotion of

ideas, goods and services by an identified sponsor.

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Definition of Advt.

• Primary Functions– Beneficial to the Seller

• Secondary Functions– Beneficial to the buyer– Social Benefits

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Functions of Advt.

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Evaluation ofAdvertisements

Print media• Certain widely accepted criteria:– Headline– Creativity– Tagline / Motto – Body – Visual elements/ illustration/ Appeal– Layout

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Evaluation ofAdvertisements

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• Caption – Extremely catchy• Creativity – Excellent, Strong Picturisation• Simple Layout • Reinforcement – Mini USB with large storage• Product is displayed in the advert• Ad clearly shows what it wants to convey• Visual elements portrayed – very strong• The USP is the message of the advert. –

“Store the Impossible”15

Evaluation ofPrint ad

• Some widely accepted criteria:

– Unique Selling Proposition (USP)– Dramatization– Jingle/ background score– Initial attention grabbing element- first mental

image of the advertisement– Simplicity– Lasting impression– Retention

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Evaluation ofDigital ad

• Office stationary• National reach• Satirical representation of the Sati system• “Permanence” is the USP• Very well dramatized• Ad gets registered in viewers mind – product

too.

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Digital ad [contd..]

Evaluation of

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Conclusion

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Discussion

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