It gives a brief overview of Advertising Elements, Constituents.

1. ADVERTISING, COMMUNICATION &
CONSTITUENTS
Dr. JANARDHAN JUVVIGUNTA, DFM, JGI

2. ADVERTISING AS A COMMUNICATION
• “Advt. is the science of arresting the human intelligence”
– Stephen Butler Leacock

3. ADVERTISING AS A COMMUNICATION
• Advertising is a type of mass communication
• Linear model of Communication
• It takes place b/w Company and the consumers
• It attempts to convince or encourage potential consumers
to purchase a product and its services
• Advertising is most effective with products

4. ADVERTISING AS A COMMUNICATION
• Three primary objectives: To inform
To persuade
To remind

5. • It can also be utilized to inform, educate and motivate
the public about non-commercial issues ( Don’t drink and drive, Save water
etc.,)
• Various mediums used to convey the message
ADVERTISING AS A COMMUNICATION

6. ADVERTISING AS A COMMUNICATION
• Technology, media dominate in 21st
Century
• Most of the ads. were innovative and unique
• Ads. leave a
long lasting impression
Source: N.W. Ayer & Son (1948)

7. ADVERTISING AS A COMMUNICATION
• There are some major elements to consider for TV ads.
Explanation- through language, video, or images
Emotional Appeal-emotions build memories
Originality- Originality is crucial
• TV advertising uses audio and visual effects to create a
lasting effect

8. ADVERTISING AS A COMMUNICATION
• Print media is an ancient and basic forms of Mass. Comm.
• It is tangible marketing medium

9. ADVERTISING AS A COMMUNICATION
• A company can have a web presence
• Message/content to be effective
• Keep it short, simple, crisp
and easy to absorb
• Credibility is a huge issue
- Jef Richard

10. ADVERTISING CONSTITUENTS
• Creativity and scientific combination of great message, timing
make the advt. as effective
• Make it possible ensure the following constituents:
Visual Impact
Great Copy
Perfect Placement
Perfect Timing
Call to action

11. ADVERTISING CONSTITUENTS
Visual Impact
• From design and color scheme to the size, shape, depth
and font
• Consider how your ad will complement the message
• How the target audience will react to the ad

12. ADVERTISING CONSTITUENTS
Great Copy
• The words tell the story of your brand
• Ask yourself, does your copy have staying power?
• In 1971, Coca Cola dominated with slogan of
• "I'd Like to Teach the World to Sing”-- (In Perfect Harmony) --

13. ADVERTISING CONSTITUENTS
Perfect Placement: Selecting the medium is a critical
Companies looking for immediate,
measurable results
Perfect Timing: a time and place to spend big for your ads
Time your ads well and they could be worth every penny.

14. ADVERTISING CONSTITUENTS
Call- to-Action
• Customers need to know how to purchase
• It can achieved via a click to learn more, dial a number or
simply visit our showroom to purchase the messaging needs
to be crystal clear

15. ADVERTISING CONSTITUENTS
Reference links
• https://www.youtube.com/watch?v=LrHB6NelFHQ
• https://www.youtube.com/watch?v=1KlUmNNsFbI
• https://www.youtube.com/watch?v=cJ1kUHrhk0A
• https://www.youtube.com/watch?v=-__hUQWh8WY
• https://www.youtube.com/watch?v=9W87c1Jfr7M
• https://www.youtube.com/watch?v=GsEFxEhUOAQ

16. THANK YOU