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Megan Fernandes

on 25 June 2014

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design by Dóri Sirály for Prezi
INTRO: What is advertising?
ADVERTISING is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. It is regarded more as
an investment than expenditure in the developing nations too. It has now been acknowledged as a
major business function in India. The attitude towards advertising has been ever changing at a
rapid pace with diversifications and dynamism

Definition of advertising:

There is not a single generally accepted definition of advertising.
Instead, there are several ways to define it. In summary:
Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.
To conclude with our prezi on the impact of ads on the indian society, we can not deny the fact that we are a whole new smarter generation, and that we are less susceptible to the some over the top advertisements like shampoo and cosmetics ads. We do not blindly believe. Our modernistic soch helps us question misleading advertisements and we come to this conclusion from the survey we conducted at Big Bazaar. The youth do not blindly believe everything portrayed on the media, and cautiously makes the smartest decision after doing their own experimentation with each product. This we can say is the mindset of a smarter India and advertisement agencies will have to re-think their strategies to attract audiences.
we hope our presentation was informative and helps you question the impossible, because we can.
Be the change.
Institutional advertising-- tries to develop goodwill for a company rather than to sell a specific product.
Its objective is to improve the advertiser's image, reputation, and relations with the various groups the company deals with.
This includes not only end-users and distributors, but also suppliers, shareholders, employees, and the general public.
Institutional advertising focuses on the name and prestige of a company.
Institutional advertising is sometimes used by large companies with several divisions to link the divisions in customers' minds.
It is also used to link a company’s other products to the reputation of a market-leading product.
Industrial advertising is the strategy of attracting the attention of another business and convincing that company to purchase the goods and services offered by another business.
This type of advertising will likely use all the normal forms of generating publicity, including the placement of print ads in appropriate periodicals, direct mail campaigns, and any other means that is likely to produce the desired sales.
Industrial advertising is common within just about every profession or industry type, and helps to meet the demand for a wide range of items that are necessary to conducting business within that industry.
In politics, campaign advertising is the use of an advertising campaign through newspapers, radio commercials,television commercials, etc.) to influence the decisions made for and by groups. These ads are designed by political consultants and the political campaign staff. Political advertising is a form of campaigning used by political candidates to reach and influence voters. It can include several different mediums and span several months over the course of a political campaig

In politics, campaign advertising is the use of an advertising campaign through newspapers, radio commercials,television commercials, etc.) to influence the decisions made for and by groups. These ads are designed bypolitical consultants and the political campaign staff. Political advertising is a form of campaigning used by political candidates to reach and influence voters. It can include several different In politics, campaign advertising is the use of an advertising campaign through newspapers, radio commercials,television commercials, etc.) to influence the decisions made for and by groups. These ads are designed bypolitical consultants and the political campaign staff. Political advertising is a form of campaigning used by political candidates to reach and influence voters. It can include several different mediums and span several months over the course of a political campaign.mediums and span several months over the course of a political campaign.

Public service advertising refers to the advertising that is done with the non-profit motive. Such advertising is generally undertaken with the motive of public service in mind. The advertisements that are prepared for this purpose are called public service advertisements.
Public service advertisements are generally prepared for the purpose of increasing awareness of the general public regarding health and safety issues, conservation of nature and wild life and other areas of public interest. Another major reason behind the preparation of public service advertisements is to inform people about the steps to be taken in case of an emergency such as a cyclone or an earthquake. Public service advertisements can also be made to inculcate family values, to stop the youth from joining gangs, or for any other purpose for the betterment of the society in general.The message in public service advertisements is usually crisp and very clear. Sometimes, in order to make the advertisement more effective, the help of a celebrity is sought.

Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals which may be sold or distributed free of charge. Advertisements in a newspaper are typically short, as they are charged for by the line, and one newspaper column wide.
Publications printing news or other information often have sections of classified advertisements; there are also publications which contain only advertisements. The advertisements are grouped into categories or classes such as "for sale—telephones", "wanted—kitchen appliances", and "services—plumbing", hence the term "classified".Classified advertisements are much cheaper than larger display advertisements used by businesses, and are mostly placed by private individuals with single items they wish to sell or buy
Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banneradvertising), and mobile advertising.
Despite its popularity, many common online advertising practices are controversial and increasingly subject to regulation

Product advertising tries to sell a product. It may be aimed at the end user or at potential representatives and distributors. Product advertising may be further try to develop primary demand, that is demand for a product category rather than a specific brand. The first company to introduce a new technology to its industry doesn't have to worry about a competitive product since they alone have the technology. They have to sell the industry on the advantages of the new technology itself.

Competitive advertising tries to develop selective demand; demand for a specific manufacturer’s product rather than a product category. An innovating company is usually forced into competitive advertising as the product life cycle moves along. After pioneering technology is accepted and most manufacturers are supplying competing products, the innovator is forced to sell the advantages of his specific design over that of the competition. This is usually the situation in a mature market.

Monkey see, Monkey do.

Product comparison survey @ Big Bazar
(Survey analysis and pictures saved outside prezi)
A variety of techniques are used in advertising, starting with a basic appeal, which is the main selling point or theme of an advertisement. The most commonly used techniques are
Attention getting Headlines
Product Characters
Comparison of Products
Advertising techniques
The Rural Society
Today, rural india is the buzzword for marketeers.Organizations are shifting their focus towards this largely untapped market. But the problem is in reaching out to the huge masses with varied social, cultural backgrounds and speaking a few 100 dialects.

Rural India consists of about 127 million households of which only 54% comes in contact with any of the conventional media, like press, TV, satellite, radio or cinema. That means roughly 238 million are waiting to be tapped by the conventional media. No wonder, rural India is a marketer and advertiser’s El Dorado.
It should be acknowledged that different media mix is needed to convey messages to rural consumers. There is a need to understand what appeals to urban customers may not be appropriate for their rural counterparts owing to their different lifestyle. The entire communication and also the vehicles for the communicated message thus have to be different. It has been noticed that below-the-line communication like alternative and innovative ways of communication played a key role in building reassurance and trust, and so it is vital.

Changing attitude of the rural consumers: Rural consumerism
Due to the increase in literacy rates and the penetration of conventional media, the perception and attitude of the rural consumer is changing, moving towards proper consumerism. Not only this, attitude and consumption habits of rural consumers are also changing and becoming more modern in an urban sense.

Positive and negative impacts

To a certain extent advertising has both positive and negative effects on society. Advertisements both promote prosperity and also is propaganda Advertisements try to get consumers to follow what they are advertising or buy a product, sometimes through the use of subliminal messages, celebrity endorsements, or obvious signs. People in society are influenced by most advertisements they see and either buy what they see or talk about what they saw to other people.
Advertising has a positive effect on society in some ways as it promotes prosperity.Advertising has negative effects on society as it is propaganda. Smoking advertisements have "promoted the continued social acceptability and encouraged the incorrect belief that the majority of people smoke" (Source B). People who smoke may have seen a smoking ad that made it appear as everyone smokes, so they feel they need to fit in and start to smoke. Advertising also has made people become more "worried about dandruff... embarrassed by teeth that weren't blinding white, toilets that didn't smell fresh" (Source D) Ads have made people become paranoid about their looks and how their material objects appear to others. Advertising has had a negative effect on me when I wasted my money on The Perfect Pull Up, the ads showed that they were specially designed exercises, but they weren't. Advertising can help to save lives, but can also create false images in a consumers mind, making them buy material things that aren't necessities to their life. Society is influenced y every ad that is shown and it helps and ruins society at the same time.
Positive advertising

is that kind of advertising which informs, educates and motivates the viewers. These advertisements work with a social responsibilit
Increase competition between companies (therefore prices must compete and ultimately decrease = good for the buyer)
make smaller buisnesses known advertise good things like free clinics and blood drives, etc.
companies sponser things like charity events and sports teams to advertize (with blimps, logos on t-shirts, banners, etc.). companies supply free equipment and such inexchange for free advertising. you can also see this principle on websites such as myspace and facebook, which is why they are free programs. the creators get money from the companies who advertise on their website -> as the website becomes more popular and more people see it, more companies will want to advertise -> the price of having an add increases with the popularity of the website, and the creators of the site can provide it as a free service (but they're making a ton of $!!)
hope that helps : )
A lot of commericals have facts that relate to their product, but are really important to know.
People often judge people according to the brand products they use.For example a man having branded car will be much more prominent than that of a man having a cheapest car.As a result ,there will be inequality among the people in the society.
Advertisements try to overshadow the loose products that are being sold by giving false information about their products , hence the livelihood of the local traders will be badly affected.

The impact of celebrity endorsements
India is one country which has always idolized the species of the celluloid world. Seal of an organization. Plight of the marketer to make his brand shout over deafening clutter of all brands,leads to celebrity endorsements.However, it is the increasing rate of such endorsements,which forms a huge part of the advertisement industry today. Any advertisement that features an actual expert, celebrity, consumer, or organization expressing support for a company's products and/or services is considered as an endorsement which can form of verbal statements, demonstrations, or depictions of the name, signature, likeness or other identifying personal characteristics of an individual or the name or seal of an organization.

Impact on society
Most of the Celebrity endorsements fail to reach the poor section of the society ,yet endorsements those pertaining to easily accessible schemes of mobile connection and cellphones like those of Airtel,Idea,Reliance,Vodafone and Tata are
beneficiary.Also the government backed ones,in which celebrities encourage people to ensure Polio drops (Do Boond Zindagi Ke)for children upto five years in which Amitabh Bachchan was seen prominently,or Aishwarya promoting
donation of eyes.
Negative impact
• The society blindy believes their fav celebrity endorsing any product, and fails to notice the importance given solely to the promotion of the product. They blindly believe that if the celebrity endorses the product then the product is unquestionably their money.
• Brand image
• Children

Thank you

Done by
That was fun!! Great Job guessing all the types of advertisments!

Moving on...
Full transcript