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.