Advertisement - Classifications and Evolution
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The document provides an overview of the history and evolution of advertising, detailing its origins from ancient techniques to modern digital practices. It highlights the key components of effective advertising, including mission, money, message, media, and measurement, as well as various types and trends in advertising today. Notably, it discusses Coca-Cola's innovative marketing strategies and the development of advertising in India throughout different historical phases.
Advertisement - Classifications and Evolution
- 2. Introduction Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. “A good advertisement is one which sells the product without drawing attention to itself.” -David Ogilvy (Often called Father of advertising)
- 3. • Egyptians used papyrus to make sales messages and wall posters. • Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form. • History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. • As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.
- 4. Evolution of Concept • In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. • In 1842 Palmer – a space broker, bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. • However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content. • By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession.
- 6. 20th Century • Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s. • Radio as a platform for advertising • Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for the use of sophisticated advertising and marketing communications techniques. Eg- Smokey Bear • In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. • 1960s - Media diversification started
- 7. 20th Century • The late 1980's and early 1990's saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought • As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Telebrands TV. • 1990s - Internet marketing started. With the advent of the ad server, marketing throughout the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s • A recent advertising innovation is "guerrilla marketing“.
- 10. Mission • purpose/objective behind advertising. • other decisions are to be adjusted as per the mission • objectives behind advertising are varied in character •include sales promotion, information and guidance to consumers, developing brand loyalty, market goodwill
- 11. Money • the finance provided for advertising purpose (advertising budget) • is a limiting factor as effectiveness of advertising, media used, coverage of advertising, etc. • Advertising should be always within the limits of funds provided. • decisions on advertising package should be adjusted as per the budget allocation for advertising.
- 12. Message • provided through the text of advertisement. • Attractive and meaningful messages give positive results and the advertising becomes result-oriented. • should be simple and easily understandable with the help of picture or slogan. • should be also attractive and agreeable to younger generation.
- 13. Media • selection of media depends on the budget provided, products to be advertised, and features of prospective buyers. • Wrong decision on media may make advertising ineffective and money spent will be wasted. • media should be selected properly and decision in this regard is important and critical.
- 14. Measure • to the effectiveness of advertising. • advertiser will like to make evaluation of advertisement in order to judge its effectiveness. • advertiser has to measure the effectiveness of his advertisement programme/ campaign and take suitable decisions.
- 15. Types of advertising & Recent Trends : Television advertising / Music in advertising
- 18. Infomercial
- 29. Digital advertising • Digital Advertising, as you must have guessed is an extension of online advertising and gives business a relevant competitive edge. • Digital advertising had seemed to be the answer to a marketer’s dream, providing concrete data on the number of eyeballs viewing ads and the number of people acting on them with a click. • Most important, there is no “best-practice” method of assigning value to digital advertising with a solid analytical foundation and therefore reduces cost. • Spending on digital advertising has risen each year even as TV and print advertising declines.
- 30. Ad-Wars
- 32. Parody Advertisement (Spoofs) • It’s a work that seeks ‘to mock, comment on, or trivialize an original work, its subject, author, style, or some other target, by means of humorous, satiric or ironic imitation.’ • Spoofing in advertisements is not uncommon in the Western world, but isn’t used as frequently in India although it is gaining popularity.
- 33. Innovation in Advertising : Coca-Cola • Coke's marketing strategies have produced some volatility over the long- haul, but part of that is due to willingness of The Coca-Cola Company to innovate. • Coca-Cola remains one of the most interesting case studies for referencing best practices in marketing and market research. • Marketer of the year 2011
- 34. Innovation in Advertising : Coca-Cola The first TV ad was produced on Thanksgiving Day, 1950. – Holidays are coming !! In the 60’s, Coca-Cola’s advertising agency started experimenting with color advertising. The decade ended with one of the most popular ads ever created, the “Hilltop” Commercial, featuring the song “I’d like to buy the World a Coke.” Stayed alive because of the belief of the ad’s basic message…”Coca-Cola is a bond connecting people to one another”.
- 35. Innovation in advertising : Coca-Cola • Successful marketing campaigns : Less Serious: Fanta is selling 3 percent more year- to-date on this 190 country global campaign Wake Up Your MMOJO: More men and young adults are drinking orange away from the breakfast table thanks to this Doner campaign. DIET COKE: Diet Coke is focused on keeping the Number Two soda spot with a limited-edition can and 15-second spots in the stronger new marketing calendar. – Stay Extra Ordinary!! Coca-Cola Music: Maroon 5 did a 24-hr Session in a London recording studio to create a new original song for this global teen-focused campaign that is going to 130 markets.
- 36. Innovation in advertising : Coca-Cola • Coca-Cola's Three-Pronged Approach 1. Product innovation 2. Packaging innovation 3. Consumer engagement. • Coke is working with the World Wildlife Fund (WWF) to create a safe Arctic refuge for polar bears • “I'm Dreaming of a White Coke Can” is the marketing strategy adopted for this
- 38. Evolution In India • Press advertisements – largely imported goods which had reached Indian shores • The talkies and radio emerge as media • 2nd world war and the fight for independence • Cinema advertising began • Kolkata gets the privilege of India’s first ad club • National created the Murphy baby – the mascot of Indian radio
- 39. Leading Ad agencies in India • Ogilvy & Mather • Clients – Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. • J Walter Thompson • Clients – Nestle, Cadbury, Bayer, Ford, Nokia and Unilever • Mudra Communication • Clients – Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar • FCB Ulka Advertising Ltd • Clients – Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul • McCann Erickson India Ltd. • “Thanda Matlab Coca Cola” • “For everything else, there’s MasterCard.”
Editor's Notes
- #8: Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment
- #16: The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[18] or used to replace local billboards that are not relevant to the remote broadcast audience.[19] More controversially, virtual billboards may be inserted into the background[20] where none exist in real-life. This technique is especially used in televised sporting events.[21][22] Virtual product placement is also possible.[23][24]
- #19: An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.
- #21: Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
- #26: Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.