Advertising Management

History of Advertisements

•A female cod will lay up to 500 000 eggs per kg of her own weight. Consequently, a 3 year-old female of half a kg can produce 250000 eggs; an 8 year-old female of 5 kg can produce 2.5 million eggs per year

•A hen can lay only one egg in a day and will have some days when it does not lay an egg at all.

Think Which is performing the best ?

David Ogilvy on Why It Pays to Advertise

•Ogilvy cites this anonymous poem on why it pays to advertise.

•The codfish lays ten thousand eggs,
The homely hen lays one.
The codfish never cackles
To tell you what she’s done—
And so we scorn the codfish
While the humble hen we prize.
It only goes to show you
That it pays to advertise!

David Ogilvy(Founder of Ogilvy and Mather):

“It is useless to be a creative original thinker unless you can also sell what you create

Are you criticized for Cackling???

Ignore them ! But Remember , they are Listening You ! WOW!

They are Advertising Your ideas unknowingly!

Lay Your Eggs and Show they have Chicken too!

They Will come to you to buy Chicken!

History of Advertisements :

*First steps of advertising were in Ancient Empires, for example, in Egypt they used papyrus promoting slaves ́ sales and rewards

*Greeks used street callers who announced ships ́ arrival and it cargo of metals, wine and species.

* Rome

•First touristic ad1 of a tavern; in Pompeii a stone wall said “Traveler, if you go from here to the twelve tower, there Sarinus have a tavern, with this we invite you to come in, bye”

Also in Rome, an important media was known as album, which consisted in a board of blanched wall where they published edicts and laws together with promotions of gladiators’ fights and theatre representations

OLDEST SYMBOLIC WAY OF ADVERTISEMENT

•A goat meant milk stores, and bakery could be identified with a mule which has a mill in it back.

•MIDDLE AGE AND THE RISING OF PRINTING PRESS

•Johannes Gutenberg was born circa 1395, in Mainz, Germany. He started experimenting with printing by 1438

*A Londoner printed the first English newspaper in 1622 and the first ad appeared in 1625.

1441 –Printing Press movable types

* MODERN AGE

•The Great Fire of London in 1666 was a boost to this type of advertisement, as people used newspapers in the aftermath of the fire to advertise lost & found, and changes of address.

•On October 2, 1729, Benjamin Franklin and Hugh Meredith bought the paper and shortened its name, as well as dropping Keimer's grandiose plan to print out the Cyclopaedia. Franklin not only printed the paper but also often contributed pieces under aliases. His newspaper soon became the most successful in the colonies

18s Advertisements in Newspaper

The golden age: Journalism loves Advertising

This was the period of mass press, represented by the penny press The Penny Press was most famous for its low price, a penny per paper

1900s Paid Advertisements

1941 First Ad Agency

*Received 25 % commission for selling space in newspaper

Wall poster ADS

In UK, no one should paste posters over another till the glue was fresh

Industrial Revolution

•Use of machinery required production on a mass scale to break even to profits.

•19th century –magazine become important medium., invention of by cycle gave importance to competitive advertising(Cohen 1988)

World war 1-Advertisment Poster

Soviet Communist Propoganda

1943 Ad Container Corporation America Paperboard Packaging

Adopted by Hitler-Swastika

RADIO

•The first recognized form of radio advertising came in early 1922 when AT&T began to sell toll broadcasting opportunities, in which businesses could underwrite or finance a broadcast in return for having their brand mentioned on air.

1930 – 90% radio are commercial broadcasting

4 Copywriting Lessons From John Caples’ Tested Advertising Methods @ 1932

1. The Headline Is Everything

The success of an entire advertising campaign may stand or fall on what is said in the headlines…

2. Appeal To People’s Self-Interest

Make it a point to understand what your audience wants, before you write a single word of copy. You’ll be amazed at the difference it makes.

3. Leave Your Ego At The Door

It’s what you say that counts, not how you say it. A valid argument presented in blunt language will sway the reader more than a less valid argument beautifully presented.

4. Test. Test. Test.

Testing enables you to keep in touch with trends in advertising. What was good advertising a few years ago may not always be good advertising today.

https://maverickwords.com/4-copywriting-lessons-from-john-caples-tested-advertising-methods/

@1920

•First Radio Broadcast

https://www.youtube.com/watch?v=i76dCrHzaJM

•First Commercial Radio Ad

https://www.youtube.com/watch?v=HC_mgp6BJtU

Advertising Everywhere
1940s TV commercials

The first ever ad was for Bulova watches in 1941

https://www.youtube.com/watch?v=lsjc2uDi1O

First coca cola Ad in TV

https://www.youtube.com/watch?v=kzaloryzZrw

1940s TV Commercials
https://www.youtube.com/watch?v=IFrkSiCvBo0

2020 Advertising

History of Advertising

The Pre-industrial Age (up to start of 19th century)

•Print revolution

•Industrial revolution

The Industrializing Age (Mid 1700’s Europe / 1800’s in U.S. To WW1)

•Mass production / Need for mass consumption

•Cost people less to buy products than to make them

•Manufacturers were concerned with production

The Industrial Age (1900’s to 1970s)

•Luxury goods developed

•Manufacturers changed from a production orientation to a sales orientation

The Post Industrial Age (Starting 1980)

•Age of social responsibility / Quality of life issues

•Lifestyle advertising

Indian Advertising

•Personal selling era

•Product era

•Sales era

•Consumer era

•Positioning era

•The value marketing era

Lecture 3-Advertising Objectives, Benefits and Types

“Stopping advertising to save money is like stopping your watch to save time.”

– Henry Ford

• https://itsaugust.com/75-best-advertising-quotes-from-industry-rulers/

“If you want to understand

how a lion hunts,

don’t go to the zoo.

Go to the jungle.”

– Jim Stengel

• CHOOSE YOUR RIGHT TARGET AUDIENCE

• https://itsaugust.com/75-best-advertising-quotes-from-industry-rulers/

Mathews, Buzzell, Levitt and Frank have listed some specific objectives of advertising.

• To make an immediate sale.

• To build primary demand.

• To introduce a price deal.

• To build brand recognition or brand insistence.

• To help salesman by building an awareness of a product among retailers.

• To create a reputation for service, reliability or research strength.

• To increase market share.

Benefits of advertising:

• Advertising encourages economic growth.

• Providing information utility.

• Advertising and Brand name.

• Media support.

• Reduces Distribution costs

• Positive effects on business cycles.

• Providing product utility(benefit)

• Advertising and monopoly

• Encouraging new product acceptance

• Maintain Competition

• Market concentration

• Prices

• Profitability

FUNCTIONS OF ADVERTISING

1. To distinguish product from competitors' products

There are so many products of same category in the market and they competes with each other, advertising performs the function of distinguishing advertiser's product from competitors.

2. To communicate product information

Product related information required to be communicated to the targeted customers, and advertisement performs this function.. To urge product use Effective advertisement can create the urge within audience for a product.

3. To expand product distribution

When the market demand of a particular product increases, the number of retailer and distributor involved in sale of that product also increases, hence product distribution get expanded

4. To increase brand preference

There are various products of different bands are available, the brand which is

effectively and frequently advertised is preferred most.

5. To reduce overall sale cost

Advertising increases the primary demand in the market. When demand is there and the product is available, automatically the overall cost will decrease, simultaneously thecost of sales like distribution cost, promotional cost also get decreased.

Advertisement Types

• Brand Advertising is all about creating awareness of the brand. It is used by companies like Coca Cola, Nike and other large brands. For example in the UK Coca Cola uses TV advertising to raise brand awareness most years just before Christmas. The result isn’t an instant sale; rather they want you to recall the brand when shopping or buying later.

• Direct Sales Advertising is the typical ad that says we have product X, buy it now. Direct sale advertising gives you one shot at the sale and no more. If people respond by picking up the phone, visiting your outlet or going to your website then you have a potential sale. But once they leave the ad you have lost them totally. This means Direct Sales Ads are often expensive and quite ineffective.
Relationship Building Advertising is just what it says. The aim is to build a relationship NOT to make an immediate sale. So you might give a free sample in return for their email address or physical address. Then you can keep in touch with them and build the relationship. Using this form of promotion we’ve experience response rates of over 20% and it is very cost-effective with measurable ROIs.

Pioneering advertising

• Pioneering advertising refers to the launch campaign of a new product category, as opposed to the marketing of a single product within a developed marketplace. The purpose of pioneering advertising is to inform consumers of the arrival of an entirely new concept and explain its benefits

• Product specific AD

Competitive advertising

• Competitive advertising is an effort by at least one company to create a contrast between its product and the same or similar product offerings by competitors. By establishing a contrast for the consumer and trying to influence the consumer's buying choice, this company hopes to obtain a larger market share.

• Stimulating specific brand

• Direct competitive Advertising : stimulate buying brands

• Indirect competitive Advertising: Explain benefits and then influence audience to buy

PPC advertising

• Pay Per Click (PPC) search advertising, also known as paid search advertising, involves the process of bidding on different specific keywords so that related search advertisements are placed on different specific areas of the results page. If you’ve ever searched for something via Google, for example, you’ve likely seen advertisements for different businesses on the side of the page, tops of the page, etc.

• Advertisers pay a fee each time their ad is clicked. This mode of advertising tends to be less authentic. Popular PPC companies include Google Ads and Bing Ads.

Google Adwords and Adsense

• Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users

• Google AdSense is a program run by Google through which website publishers in the Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted to the site content and audience. These advertisements are administered, sorted, and maintained by Google

• .

LinkedIn Advertising

• Companies can create a business page and post content, videos, products offerings on their page as a way of reaching the millions of LinkedIn users.

• LinkedIn ads can help your business reach a powerful professional audience.

• In addition to sharper targeting options, the platform made the switch to objective-based advertising. That means advertisers can now run campaigns around clearly defined goals, such as brand awareness, lead generation, or engagement

Guerrilla Advertising

• Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional and usually invites the consumer to participate or interact with the piece in some way.

• Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.

Guerrilla Advertising

Public Service Advertising

• Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service. PSAs traditionally appear on TV and radio but are also heavily promoted online.

Native advertising

• Native advertising is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial

• Banners and pop-up advertisements make it obvious that they're trying to sell you something.

• By appearing as an almost-perfect match to the content that surrounds it, native advertisements come in the form of articles or videos on websites that are already hosting similar materials.

Bandwagon Advertising

• This is nothing but a propaganda advertising technique, which aims at convincing the user that everyone else is using the products or everyone in the customer base, is in favor of the brand and so he must do so too.

• This compels the consumer to at least think about buying that product .Bandwagon advertising is a strategy that is based on consumer psychology and hence, is an effective technique which can be used via any media, be it print, electronic or broadcast.

Promotional Advertising

• Promotional advertising involves the use of promotional give-away items or promotional media events, which help to garner public attention and are an effective way of advertising. Handing out promotional freebies is a modern advertising technique that is innovative and very effective as well.

Surrogate Advertising

• Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the disguise of another product

• Owing to this, many umbrella brands have come up with a technique which only promotes the umbrella brand name which of course, also reminds the consumer of the products that have been banned from advertising. For example, Kingfisher doesn’t need to advertise its beer when the general brand name, also conferred to the aircraft, is being advertised publicly.

Pixel Advertising

• Pixel advertising is a new type of Internet advertising in which the cost of an advertisement is calculated based on the number of pixels it occupies. This form of advertising originated in late 2005, when a British student Alex Tew came up with a website called The Million Dollar Homepage, where advertisers could buy advertising space at the rate of $1 per pixel with a space limit of one million pixels.

• In addition to the space options provided by the hosting websites, there is also the option of using Do-it-Yourself (DIY) pixel scripts, which ensures that people who do not understand the intricacies of the pixel ads can incorporate the pixel ads in their website without any hassles. Some of the commonly used DIY pixel scripts are Million Pixel Script and the GPix Pixel Ad Script.

•

• Testimonials and Endorsements

• Colgate brought Brooke Shields on board to promote their toothpaste, Keanu Reeves had once been a part of an advertisement for Corn Flakes.

• Well, an endorsement from a celebrity or a public figure is reason enough for certain customers to try a particular product. Such testimonials or endorsements are a great way to advertise particular products and services.

Contextual Advertising

• Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers.

• The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at.

Keyword Advertising

• Keyword advertising is a form of online advertising in which an advertiser pays to have an advertisement appear in the results listing when a person uses a particular phrase to search the Web, typically by employing a search engine

• Commonly, keyword advertising is also known as pay per click advertising or cost per action advertising. Although Yahoo was the first company to venture into keyword advertising, it is Google Adwords program which is now most popular for its keyword advertising.

Blog Advertising

• Ads on blogs can be in the form of banners, text links, streaming video, audio clips, flash animation and even plain text. Owners of popular blogs will typically capitalise on their readership numbers via a combination of ad formats and Google AdSense ads.

• Advertising blogs often make use of Search Engine Marketing techniques, which ensure better results on the web.

Bathroom Advertising

• Bathroom advertising is nothing but placement of advertisements in public restrooms. A research was carried out, in which a test group of people visiting a restroom were asked whether they noticed the advertisements in there, and surprisingly, a major percentage of the group were seen to have a high retention of the advertisements

Covert advertising

• Covert advertising is a unique kind of advertising, in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows, or even sports. There is no commercial advertising as such in the entertainment, but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show.

• See the video

• https://www.youtube.com/watch?v=rNtQMlTTrMA

•

Mobile Advertising

• Mobile advertising or cell phone advertising is one of the most effective ways of advertising. Most of the time, advertisers have a data of mobile numbers of their existing customer base as well as a list of phone numbers of people who might be potential customers. A message on the mobile phone rarely goes unnoticed and hence, qualifies as an effective marketing or advertising too.

Celebrity Advertising

• Using a famous person's image to sell products or services by focusing on the person's money, popularity, or fame to promote the products or services. If the famous person agrees to allow his or her image to be used, it is termed a celebrity endorsement.

In-store Advertising

• Also known as ‘point of purchase advertising’, the products are usually displayed prominently at checkout counters and packaged attractively. They aim to influence the customer to make an impulse purchase, rather than actively create a need for the product.

Coffee Cup Advertising

• A relatively new form of mass advertising is the placement of small ads or promotional material on paper cups for coffees or onto the tabletops of the diner or cafe. Its origins can be traced to Australian companies, and is now gaining popularity in Asia and the Americas.

User-generated Advertising

OOH Advertising

• Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer’s home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between.

• We all spend time outdoors, and with the growth of digital advertising, it can sometimes be hard to get your message heard. OOH solves this and is now combining with digital advancements to make it a powerful tool for advertisers and marketers.

Programmatic Advertising

• The use of Artificial Intelligence and machine learning to buy advertising in real-time, instead of going through human negotiations and pre-set prices.

• Programmatic advertising exists in a wide range of digital channels, including display, mobile, video and social.

• The use of Artificial Intelligence and machine learning to buy advertising in real-time, instead of going through human negotiations and pre-set prices.

• Programmatic advertising exists in a wide range of digital channels, including display, mobile, video and social.

TikTok’s Ad types?

TikTok is Gen Z’s new social media app of choice, and marketers are chomping at the bit to get on the app and connect with its young audience. But the app is still maturing, and at the moment potential TikTok advertising is limited to options that aren’t as robust as those offered by more established social media platforms.

here are currently six ad formats available on TikTok:

Biddable Ads

Brand Takeover

Hashtag Challenge

Branded Lenses

Top Views

Custom Influencer

How to advertise through Tik Tok Ads?

https://www.youtube.com/watch?v=Cfn-sS00_N8

https://tinuiti.com/blog/paid-social/tiktok-advertising-guide/