What is Advertising - Introduction to Advertising management

Summary

This video script from Marketing 91 Comm explores the multifaceted nature of advertising, defining it as a systematic, creative, and paid communication process for promoting products, goods, services, or ideas. It highlights the non-personal nature of advertising, its pervasive presence across various media, and the importance of targeting the right audience. The script also emphasizes the role of creativity in crafting effective ads, using examples like the Colgate toothpaste ad and the Kent water purifier campaign, which build brand image and facilitate consumer choice.

Takeaways

• 📢 Advertising is a non-personal communication method that promotes products, goods, services, or ideas through structured and composed messages.
• 💰 It is a paid form of communication, where the advertiser pays for the time and space required for the advertisement and exercises control over it.
• 🎨 Advertising involves a systematic and creative process that includes planning, creation, and pricing of ads.
• 📺 Media channels for advertising include press, TV, radio, outdoor, and digital platforms, but it excludes face-to-face communication.
• 🌐 The purpose of advertising is to facilitate consumer choice by informing them about the features, price, and other aspects of products and services.
• 🏆 Celebrities are often used as brand ambassadors to build brand image and goodwill, aligning with the brand's values and message.
• 🎯 Advertising targets specific audiences to communicate the right message effectively, such as parents for baby products or brides-to-be for jewelry.
• 💡 Creativity is key in advertising; ads should contain novel, exciting, and effective content to capture attention and convey the message.
• 📈 Advertising plays a role in public awareness campaigns by governments and NGOs, promoting social causes like anti-smoking initiatives.
• 🛍️ FMCG goods, services like banking and telecom, and ideas are all promoted through advertising to reach a wider audience and increase visibility.
• 🔍 The script highlights examples of advertising campaigns, such as Colgate's toothpaste and Kent water purifier, to illustrate the effectiveness of advertising in showcasing product features.

Q & A

What is the definition of advertising according to the script?

Advertising is a means by which non-personal information about products, goods, services, or ideas is communicated in a structured and composed manner, usually paid for by a known entity, and is pervasive in nature.

What are the key features of advertising mentioned in the script?

The key features of advertising include it being a systematic and creative process, involving planning, creation, and pricing of ads, being a paid and controlled form of communication, and being non-personal in presentation.

Which media are commonly used in advertising as per the script?

Commonly used media in advertising include the press, TV, radio, outdoor, and digital platforms, but not face-to-face advertising.

Can you give an example of an advertising campaign that promotes ideas from the script?

An example of an advertising campaign that promotes ideas is the anti-smoking ad released by the Child Health Foundation to encourage people to quit smoking.

What is an example of goods advertising provided in the script?

The script provides the example of the Slice ad featuring Katrina Kaif, promoting a mango drink during summer, as a form of goods advertising.

How are services advertised according to the script?

Services such as banking, telecom, and insurance are advertised, with an example given of Deepika Padukone advertising Access Bank's payment app, Ping Pay.

What role do ads play in facilitating consumer choice?

Ads inform consumers about the features, price, and other aspects of goods and services, allowing customers to choose a product based on their budget and preference.

How do companies use famous personalities in advertising to build brand image?

Companies use famous personalities as brand ambassadors in ads to build goodwill and associate the celebrity's attributes with the brand's values, such as Amitabh Bachan symbolizing strength for Banana Cement.

What is the significance of targeting the right audience in advertising?

Targeting the right audience ensures that the advertising message reaches the people who are most likely to be interested in the product or service, increasing the effectiveness of the campaign.

What is an example of creativity in advertising as mentioned in the script?

An example of creativity in advertising mentioned in the script is Pilot's ad demonstrating water-resistant markers and Colgate's ad showcasing the whiteness of teeth using their toothpaste.

What is the purpose of the 'stay tuned' message at the end of the script?

The 'stay tuned' message is an invitation for viewers to continue watching for more videos on marketing, indicating that the content is part of a series.

Outlines

00:00

📢 Introduction to Advertising

The first paragraph introduces the concept of advertising as a non-personal means of communicating information about products, goods, services, or ideas. It is a systematic and creative process involving planning, creation, and pricing of ads, typically paid for by a known entity. The paragraph also discusses the pervasive nature of advertising, its use of various media, and its role in facilitating consumer choice by informing them about product features, prices, and other aspects. Examples of advertising campaigns featuring famous personalities are given to illustrate the concept of building brand image and goodwill.

Keywords

💡Advertising

Advertising is the central theme of the video, defined as a non-personal method of communicating information about products, goods, services, or ideas through various media. It is systematic, creative, and involves planning, creation, and pricing of ads. The video script discusses advertising as a pervasive and controlled form of communication, paid for by a known entity, and used to facilitate consumer choice and brand image building, as illustrated by examples like the Colgate ad featuring Ranveer Singh.

💡Non-personal Presentation

This concept refers to the way advertising communicates information without direct, face-to-face interaction. In the context of the video, non-personal presentation is a key feature of advertising, allowing messages to reach a wide audience through various media channels such as press, TV, radio, outdoor, and digital platforms, without the need for personal interaction.

💡Media

Media in the video script refers to the various channels used for advertising, including press, TV, radio, outdoor, and digital platforms. These media are essential for disseminating advertising messages to the public, and the choice of media can significantly influence the reach and impact of an advertisement, as seen with the Slice ad featuring Katrina Kaif promoting a mango drink during summer.

💡Brand Ambassadors

Brand ambassadors are famous personalities who represent a brand and help build its image and goodwill. In the video, the concept is exemplified by Amitabh Bachan, who symbolizes strength for the Banana Cement brand, aligning with the brand's tagline of 'strength that shapes solid structures.'

💡Target Audience

The target audience is a group of consumers towards whom an advertisement is specifically directed. The video emphasizes the importance of reaching the right target audience to ensure the message resonates with them, as demonstrated by the Huggies ad targeted at parents of toddlers and the Tanish bridal jewelry ads aimed at brides-to-be.

💡Creativity

Creativity in advertising is the use of novel, exciting, and effective content to capture attention and convey the advertising message. The video script highlights the importance of creativity, citing examples such as Pilot's ad demonstrating water-resistant markers and Colgate's innovative ad showcasing the whitening effect of their toothpaste.

💡Public Awareness Campaigns

These campaigns are used to communicate ideas and raise awareness about social issues, often initiated by governments or NGOs. The video script mentions an anti-smoking ad by the Child Health Foundation as an example of using advertising to promote public health.

💡FMCG Goods

FMCG stands for Fast-Moving Consumer Goods, which are products that are sold quickly and at a relatively low cost. The video script uses the Slice ad featuring Katrina Kaif as an example of promoting an FMCG good, specifically a mango drink, which is a common type of product advertised to a broad consumer base.

💡Services

Services in the context of the video refer to intangible products such as banking, telecom, and insurance. The script mentions an advertisement for Access Bank's payment app 'Ping Pay,' which allows users to send or receive money through various communication platforms, illustrating how services are also promoted through advertising.

💡Facilitates Consumer Choice

This concept highlights the role of advertising in informing consumers about the features, price, and other aspects of goods and services, thereby enabling them to make informed choices. The video script provides the example of the Kent water purifier ad starring Hema Malini, which displays the product's features and helps consumers decide based on their preferences and budget.

💡Brand Image

Brand image is the perception and emotional response consumers have towards a brand. The video script discusses how advertising helps build a brand image, using the Banana Cement brand ambassador Amitabh Bachan as an example to symbolize strength, which is in line with the brand's messaging.

Highlights

Definition of advertising as a non-personal communication method about products, goods, services, or ideas.

Advertising is a systematic and creative process involving planning, creation, and pricing of ads.

Paid and controlled nature of advertising, with advertisers paying for time and space and exercising control over the ad content.

Media used in advertising includes press, TV, radio, outdoor, and digital, excluding face-to-face interactions.

Example of advertising: the Maka Colgate ad featuring Ranveer Singh.

Public awareness campaigns by governments and NGOs, such as Child Health Foundation's anti-smoking ad.

FMCG goods are commonly promoted through advertising, like the Slice ad featuring Katrina Kaif.

Services such as banking, telecom, and insurance are also advertised, exemplified by Deepika Padukone's ad for Access Bank's Ping Pay app.

Facilitation of consumer choice through ads that inform about product features, price, and other aspects.

Building brand image through the use of famous personalities as brand ambassadors, like Amitabh Bachan for Banana Cement.

Target audience identification in advertising, such as Huggies ads aimed at parents of toddlers.

Creativity in advertising, with ads needing to contain novel, exciting, and effective content.

Example of creative advertising: Pilot's ad demonstrating water-resistant markers.

Innovative advertising techniques, such as Colgate's ad showcasing tooth whiteness with their toothpaste.

The importance of communicating the right message to the right target audience in advertising.

Stay tuned for more videos on marketing, indicating a series of educational content to follow.

Transcripts

hello and welcome to marketing 91 comm

by definition advertising is a means by

which non personal information about

products goods services or ideas is

communicated in a structured and

composed manner it is usually paid for

by a known entity and it is pervasive in

nature features of advertising are it is

a systematic and creative process and

involves the planning creation and

pricing of ads it is a paid and

controlled form as the advertiser pays

for the time and space required for the

ad and therefore exercises control over

it advertising is non personal

presentation the media used include the

press TV radio outdoor and digital but

not face-to-face advertising for example

the tasks Iike the maka Colgate ad

starring Ranveer Singh the next feature

is ideas goods and services ideas are

communicated through public awareness

campaigns by the government and NGOs for

example Child Health Foundation released

an anti-smoking ad to encourage people

to quit smoking goods particularly FMCG

goods are usually promoted through

advertising for example the slice ad

featuring Katrina Kaif promoting a mango

drink during summer services such as

banking telecom and insurance are also

advertised for example Deepika Padukone

advertised access banks payment app ping

pay that lets users send or receive

money by a Facebook whatsapp Twitter SMS

or email facilitates consumer choice ads

inform consumers about the features

price and other aspects of goods and

services customers can then choose a

product based on their budget and

preference for example the kent water

purifier ad starring Hema Malini

displays the feature of the product

builds brand image company

used famous personalities as brand

ambassadors in ads to build goodwill for

example banana cements brand ambassador

Amitabh Bachan symbolizes strength in

keeping with the brand's tagline of

strength that shapes solid structures

the next feature is target audience

advertising the aim of advertising is to

communicate the right message to the

right target audience for example the

Huggies ad is targeted at parents of

toddlers and the Tanish bridal jewellery

ads are targeted at brides to be

creativity an ad should contain creative

novel exciting and effective content for

example pilots creative ad demonstrates

water-resistant markers and Colgate's

innovative ad demonstrates the whiteness

of teeth using their toothpaste stay

tuned for more videos on marketing thank

you