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seminar surveyer
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02-10-2010, 11:12 AM

Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of economic liberalization and the changing social trends advertising industry has shown rapid growth in the last decade. Advertising is one of the aspects of mass communication. Advertising is actually brand-building through effective communication and is essentially a service industry. It helps to create demand, promote marketing system and boost economic growth. Thus advertising forms the basis of marketing. Advertising plays a significant role in today's highly competitive world. A career in advertisement is quite glamorous and at the same time challenging with more and more agencies opening up every day. Whether it's brands, companies, personalities or even voluntary or religious organizations, all of them use some form of advertising in order to be able to communicate with the target audience. The salary structure in advertising is quite high and if you have the knack for it one can reach the top. It is an ideal profession for a creative individual who can handle work-pressure. Today, new areas are emerging within advertising like event management, image management, internet marketing etc. Event management wherein events are marketed, Image management wherein a a particular profile of an individual or an organization is project and implimentationed. Internet marketing has also brought about a lot of changes in advertising as Internet means that one is catering to a select group of audience rather than a mass audience.

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seminar class
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10-03-2011, 09:36 AM

Submitted By :-
Shilpi Bagga
Kamal Daswani
Ronak Vijay
Ronak Shekhawat
Jitendra Trilokchandani

.pptx   AM Assignment.pptx (Size: 424.86 KB / Downloads: 47)
Advertising Management
What is ASCI ?

• It is a self regulatory voluntary organization of Advertising Industry .
• Set up in October 1985 by advertising industry.
• Parties involved were:-
a. Advertisers.
b. Advertising Agencies .
c. Media Owners .
d. Consumer Researchers .
• Primary purpose to protect consumer interest and fairness in competition.
Objective of ASCI
• Ensuring the truthfulness and honesty of representations and claims made through advertising and safeguarding against misleading advertising.
• Ensures that Advertising is not offensive to generally accepted norms and standards of public decency.
• Safeguarding against the indiscriminate use of advertising for the promotion of products or services which are generally regarded as hazardous to society or to individuals or which are unacceptable to society as a whole.
• Ensuring that advertisements observe fairness in competition and the canons of generally accepted competitive behavior.
Mission Of ASCI
• ASCI propagates its Code and a sense of responsibility for its observance amongst advertisers, advertising agencies and others connected with the creation of advertisements and media.
• ASCI encourages the public to COMPLAIN against advertisements with which they may be unhappy for any reason .
• Ensures that each complaint receives a prompt and objective consideration by an impartial committee Consumer Complaints Council (CCC).
• ASCI endeavors to achieve compliance with its decisions through reasoned persuasion and the power of public opinion.
• Hindustan Lever introduced new toothpaste called New Pepsodent, claiming to be 102% better han the leading toothpaste.
• Lip movement in the ad indicated Colgate as the other toothpaste referred, although voice muted.
Kingfisher v/s GO AIR Airlines
The airline companies had hit directly on each other
• RIN released a advertisement which makes Tide's product inferior TV commercial claiming to be better than Tide by not just naming but showing the competitive product.
Godrej Hair Dye v/s Vasmol Hair Dye
• The ad opened with a lady dyeing her hair with instant hair dye made by mixing hair dye and developer contained in two cylindrical bottles labelled as Sadharan (ordinary)
• The ad showed the anguish of the lady with falling hair. and attributed this to the use of inferior dye containing harmful chemicals.
• Vasmol 33 Hair Dyewhich is stated to contain Ayurprash, a natural way of blackening the hair and strengthening the roots of the hair.
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21-07-2012, 11:18 AM


.doc   advertising.doc (Size: 3.19 MB / Downloads: 30)

Advertising is defined in Webster's dictionary "as the action of calling something to the attention of the public especially by paid announcements, to call public attention by emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote."
Advertising is a mass-mediated communication. For communication to be classified as advertising it must be:
1) Paid for,
2) Delivered to an audience via mass media, and
3) Be attempting to persuade.
In order to persuade, or be effective the advertisement must communicate to the audience the message it wants to relay. If for example, the advertisement is trying to sell a particular product than it must persuade the audience that for whatever functional or emotional reason they need to purchase the product.
Not only must the advertisement effectively communication the desired message, but the individual audience must be willing to "buy into" the desired message. In other words, for the advertisement to be effective, the communication must be sent and received. Advertising is a two way communication process.

What is Advertising ?

Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes advertisements often contain both factual information and persuasive messages. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet, and billboards. Advertising is often placed by an advertising agency on behalf of a company.
Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio and print
Organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public include: political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements.

Objectives of Advertising

Advertising objectives are the communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame. A company that advertises usually strives to achieve one of five advertising objectives: Information, trial, continuity, brand switching, and switchback. Which of the five advertising objectives is selected usually depends on where the product is in its life cycle.
1 Information Advertising can be used to inform customers of changes that take place in existing products. Details about the product play a prominent role in advertising. In fact, a very large percentage of product-oriented advertising includes some mention of features and benefits offered by the marketer’s product
2 Trial The purpose of the trial objective is to encourage customers to make an initial purchase of a new product. Companies will typically employ creative advertising strategies in order to cut through other competing advertisements. The reason is simple: Without that first trial of a product by customers, there will not be any repeat purchases.
3 Continuity It is a strategy to keep current customers using a particular product. Existing customers are targeted and are usually provided new and different information about a product that is designed to build consumer loyalty.
4 Brand Switching Companies adopt brand switching as an objective when they want customers to switch from competitors' brands to their brands. A common strategy is for a company to compare product price or quality in order to convince customers to switch to its product brand.
5 Switchback Companies subscribe to this advertising objective when they want to get back former users of their product brand. A company might highlight new product features, price reductions, or other important product information in order to get former customers of its product to switchback.

Importance of Advertising

Spending on advertising is huge. One often quoted statistic by market research firm Zenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising.
While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper.


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