Advertising ,Public relations, Flipkart, Types of advertising

1. &
Public
Relations

2. Chapter Outline
I. What is Advertising?
II. Roles and Functions of
Advertising
III. The Key Players
IV. Types of Advertising
V. What Makes an Ad Effective?
VI. The Evolution of Advertising
VII. The Current Advertising Scene

3. Defining Modern Advertising
Advertising is paid
persuasive
communication
which uses non-
personal mass
media to reach
broad audiences
to connect an
identified
sponsor with a
target audience
Five basic components:
1.Paid communication
2.Sponsor is identified
3.Tries to persuade or
influence
4.Reaches a large
audience
5.Conveyed through
impersonal mass
media

4. Key Concepts of Advertising
•Strategy
•Creative
idea
•Execution
•Media

5. Functions of advertising
• Builds awareness of
products and brands
• Creates a brand image
• Provides product and brand
information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand
experiences

6. The Key Players
•Advertiser (client)
•Agency
•Media
•Supplier
•Audience

7. Types of Advertising
• Brand advertising
• Retail or Local advertising
• Direct-Response advertising
• Business-to-Business
advertising
• Institutional advertising
• Nonprofit advertising
• Public Service advertising

8. Evolution of Advertising
Age of Print
Indian Advertising starts
with the hawkers calling out
their wares right from the
days when cities and
markets first began.
1.Shop front signages
2.From street side sellers to
press ads
3.The first trademarks
4.Handbills distributed
separately from the products

9.  Concrete advertising history begins with classified
advertising.
 Studios mark the beginning of advertising created in
India (as opposed to imported from England) Studios
set up for bold type, ornate fonts, more fancy, larger ads
.
 Patent medicines: The first brand as we know them
today were a category of advertisers .Horlicks becomes
the first 'malted milk' to be patented on 5th June 1883

10. Industrial Revolution and Emergence of
Consumer Society
• 1905, B. Datram and Company.
• The India-Advertising Company in 1907
• Calcutta Advertising agency in 1909
• J. Walter Thompson Associates through its Indian
associate, Hindustan Thompson Associates in 1929
• Lintas (Lever international Advertising Services) in 1939
• 1990-Marks the beginning of new medium Internet

11. Flipkart Advertisements

12. World Cup advertisement

16. Pepsi / Cola
Cold War

17. What Makes an Ad Effective?
1. If it creates an
impression for a
product or brand.
2. If it influences
people to respond in
some way.
3. If it separates the
product or brand
from the competition
in the mind of the
consumer.

18. The Current Advertising Scene
1.Expanded view
Electronic media are changing the media
landscape.
New media are more personal and interactive.
2.Integrated Marketing
Communication
The practice of unifying all
marketing communication tools so
they
send a consistent, persuasive
message

19. 3.Globalization
• Increasing globalization of marketing programs
• Advertisers are moving into global markets and
agencies are forming huge multinational operations

20. Public
Relations
A necessity for survival in
Journalism, marketing,
management etc.

21. You do Public Relations But?
Human being try to maintain good relation with everyone.
The relation can be between:
o Teacher/Student relation
o Manager/Employee
o Boss/ Manager
o Your family/ Neighbors
o Govt./ Private Organizations

22. Nature and scope of Public Relation
Relations are maintained
1. To bringing trust
2. To make a positive image
3. For publicity
4. To get information
5. To have long term relationships
6. To serve best for the company as
well as company
7. To get your work done
8. Image building
A positive
attitude

23. •Financial PR
•Consumer/Life Style PR
•Crisis PR
•Industry PR
•Govt. PR

24. Public Relations technique is almost used in
every area. Every company requires a
Public relation Officer to maintain good
relation and image of company in the eyes
of public.
(PRO)
An important figure for the company

25. In large organizations, public relations managers may
supervise a staff of public relations specialists. They also
work with advertising and marketing staffs to make sure
that the advertising campaigns are compatible with the
image the company or client is trying to portray.

26. Public relations managers may also handle internal company
communications, such as company newsletters, and may help financial
managers produce company reports. Special events such as the
sponsorship of races, parties introducing new products.

27. Advertising
The motive of any advertiser is clearly to
persuade a customer to buy some product or
service.
Examples:
• Tata Group Advt.
• Incredible India
• Free offers/discount given by various tourism
companies
• Save tree campaign run by Govt.

28. Propaganda
1. Evasion of truth
2. Name calling
3. An appeal to humanity
4. Use of testimonials
5. Provocations
6. Delaying strategies
7. Favorable argument strategy

29. P
u
b
l
i
c
i
t
y
Perfect Performance = Good PR Appreciation & acknowledgement
News
Features
Financial
Product
Pictorial
Emergency

30. Tell me the Which one is this?
Product : Reynolds Pen
Here are three situations in next slide. Guess
which tool is used in these situation out of these:
(Advertising, Publicity, Promotion)

31. 1.Reynolds pen is smooth and easy to use. Get a
soft touch that you will not find in other pen.
2. I have used Reynolds pen in my exams and it
saved my time because its so smooth and long
lasting. You can write in a flow. You should also
use this brand pen.
3. I heard people saying that Reynolds pen have
raised its market because it is providing a
unique feature which is its soft touch at fingers
points. I am also going to give a shot now.
(All these tools are used to maintain Public
Relations)