PRESENTATION

Journalism & Mass Communication

Advertisement
(By Tarun Yadav)
(Assistant Professor)
 Advertisement
 Advertising refers to the practice of
promoting and publicizing products,
services, ideas, or brands to a target
audience through various forms of media
and communication channels.
 It is a marketing tool employed
by businesses, organizations, or individuals
to reach out to potential customers, raise
awareness, generate interest, and ultimately
persuade consumers to take a specific
action, such as making a purchase or
supporting a cause.
 Cont.
 The Institute of Practitioners in Advertising
defines the term as: “advertising presents
the most persuasive possible selling
message to the right prospects for the
product or service at the lowest possible
cost”.
 The word advertising is a Latin word which
means “to turn attention of people to a
specific thing.” It is a paid publicity.
 Advertising is on of the most efficient means
of reaching people with product information.
 Cont.
 According to Oxford Dictionary the word ‘to
advertise’ means ‘to make generally or
publicly known’, describe publicly with a
view to increasing sales.
 Advertising is thus, a mass communication
tool, which is essentially in paid form by a
firm or an individual and the ultimate
purpose of which is to give information,
develop attitudes & induce action, which
are useful to the advertiser.
 Cont.

 According to Britannica Dictionary, “A form

of paid announcement interested to
promote the sale of commodity or services,
to advance an idea or to bring about other
effect desired by the advertiser”.
 It gives the information to the would-be
buyers who are interested in seeking the
information about a product and the
manufacturer.
 Cont.
 Advertising presents and upholds the ideas,
commodities and services of a recognized
advertiser, which provides as a
communication link between the producer
and the potential buyers.
 Advertising presents a mass persuasion
apart from disseminating information to the
prospective buyers about the product and
the producer. While creating awareness and
popularity, it seeks to persuade.
 Advertisements : Objectives
 The purpose of advertising is to sell
something - a product, a service or an idea.
 The real objective of advertising is effective
communication between goods and clients
and increasing awareness.
 To make an immediate sale.
 To build primary demand.
 To introduce a price deal.
 To build brand recognition or brand
insistence.
 Cont.

 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.
 Advertisements : Functions
 To distinguish products from their
competitors: There are so many products in
the market. Sometime the same types of
products are competing in one market.
 To communicate product information:
Through advertisement one company can
send its product information to the target
audiences.
 To urge product use: Advertisement can
create the urge within ourselves for a
product.
 Cont.
 To expand product distribution: When the market
demand of a particular product increases, the retailer
and distributor are engaged in the sale of that product.
 To increase brand preference: There are various
products with various bands. So we are getting the
preference to choose the band of a particular product
with the help of advertisement.
 To reduce overall sale cost: Advertising increases the
primary demand in the market. When demand is there
and the product is available, automatically the price of
product will increase & the cost of selling each unit of
product will decrease.
 Classification of Advertisements
 Advertising can be classified on the basis
of Function, Region, Target Market, Desired
response and Media.
 Classification based on function-
i. Informative advertising
ii. Persuasive advertising
iii. Reminder advertising
iv. Negative advertising
 Cont.
 Classification based on region-
i. Global advertising
ii. National advertising
iii. Regional advertising
iv. Local advertising
Classification based on Target Market-
v. Consumer Product Advertising
vi. Industrial Product Advertising
 Cont.
iii. Trade Advertising
iv. Professional Advertising
v. Financial Advertising
 Classification based on Desired Responses-
i. Direct Action Advertising
ii. Indirect Action Advertising
iii. Surrogate Advertising
 Cont.
 Classification Based on Use of Media-
i. Audio Advertising
ii. Visual Advertising
iii. Audio-Visual Advertising
iv. Written Advertising
v. E-Advertising
vi. Verbal Advertising
 Ethical Advertising
 Ethics are a set of moral principles that
govern a person’s or organization's behavior,
or the conducting of an activity.
 Ethical advertising is about truth, fairness,
and equity in messaging and consumer
experience.
 An ethical advertisement is honest,
accurate, and strives for human dignity. An
ethical ad is the one which doesn’t lie,
doesn’t make fake or false claims and is in
the limit of decency.
 Importance of Ethics in Advertising

 Firstly, it fosters trust between advertisers

and consumers. When advertisements are
perceived as truthful, transparent, and
respectful, consumers are more likely to
develop positive attitudes towards brands
and make informed purchasing decisions.
 Cont.

 Secondly, ethical advertising contributes to

the overall reputation of a company or
industry. Advertisers who prioritize ethical
practices not only attract loyal customers
but also gain credibility and goodwill from
the public. In contrast, unethical advertising
can damage a brand’s image and lead to
long-term negative consequences.
Principles to follow to make Ethical AD’s

 PRINCIPLE 1: Advertising, public relations,

marketing communications, news, and
editorial all share a common objective of
truth and high ethical standards in serving
the public.
 PRINCIPLE 2: Advertising, public relations,
and all marketing communications
professionals have an obligation to exercise
the highest personal ethics in the creation
and dissemination of commercial information
to consumers.
 Cont.
 PRINCIPLE 3: Advertisers should clearly
distinguish advertising, public relations, and
corporate communications from news and
editorial content and entertainment, both
online and offline.
 PRINCIPLE 4: Advertisers should clearly
disclose all material conditions, such as
payment or receipt of a free product,
affecting endorsements in social and
traditional channels, as well as the identity
of endorsers, all in the interest of full
disclosure and transparency.
 Cont.
 PRINCIPLE 5: Advertisers should treat
consumers fairly based on the nature of the
audience to whom the ads are directed, and
the nature of the product or service
advertised.
 PRINCIPLE 6: Advertisers should never
compromise consumers’ personal privacy in
marketing communications, and their
choices as to whether to participate in
providing their information should be
transparent and easily made.
 Cont.

 PRINCIPLE 7: Advertisers should follow

federal, state, and local advertising laws,
and cooperate with industry self-regulatory
programs for the resolution of advertising
practices.
 PRINCIPLE 8: Advertisers and their
agencies, and online and offline media,
should discuss privately potential ethical
concerns, and members of the team creating
ads should be given permission to express
internally their ethical concerns.
 Cont.

 PRINCIPLE 9: Trust between advertising

and public relations business partners,
including clients, and their agencies, media
vendors, and third-party suppliers, should be
built upon transparency and full disclosure of
business ownership and arrangements,
agency remuneration and rebates, and
media incentives.
THANK YOU