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PRESENTED BY • VARUNRAJ KALSE Best ads Remember this ad…? • Cadbury Why was it rated the best Ad in 1996-1997? Brand:=lakme Brand:=Local What would you buy? & Why? • • • WHEN A TELLS SOMETHING TO B THAT IS. ? communication WHEN A SALE’S SOMETHING TO B THAT IS ? marketing WHEN A TELL’S SOMETHING TO B TO BUY SOMETHING THING THAT IS ? advertisement ADVERTISEMENT:= AN ABILITY TO TELL WELL IN ORDER TO SALE,WHETHER A PRODUCT , OR A SERVICE , OR AN IDEA…… A product= Any goods.(eg:cell phones) A service= Banks,mobile services. An Idea = LIC, Mutual funds advertising fundas Before undertaking an advertising campaign, marketers should be able to answer two key questions: • Why to advertise? • To create awareness, customer interest or desire • To boost sales • To build brand loyalty (or to maintain it) • To launch a new product • What to advertise? • Firstly, does the business/product have any Unique Selling Proposition (“USP”) – A unique selling proposition is a customer benefit that no other product can claim • Secondly, does the thing that is being advertised “add value” and if so, how? take a look……… Ethics in Ads•Tell the truth – (but not always the whole truth) Eg- McDonalds doesn't advertise the calorie count for Big Macs, but they make it easy to find out. •Domination and contradict competitor product (Eg. – Peugot ad) •Value for money •Depiction of violence & obscenity and the presence of strong/ abusive language. •Stereotypes - ideas about people of other particular groups, based primarily on membership in that group •Taste and taboos •Use manipulative, exploitative, corrupt and corrupting methods of persuasion and motivation •Take a look at this… THANK YOU