Introduction to Advertising

Imagine a day in the life of an average urban Indian male living in an apartment by himself. He wakes up early in the morning to the sound of a hi – tech alarm (which he has recently bought, thanks to the ad of an alarm clock he seen on TV). He jumps out of bed and switches on the radio (to hear some good music on FM punctuated with some news headline). The TV is then switched on (to the channel on Aerobics while he woks out with those slim women who promise a sexy physique in just a couple of months). With a brush in his mouth (of course with ‘Close – Up’ toothpaste ‘for greater confidence’ and so that beautiful girls may say ‘Talk to me’), he scans the news paper for a quick update while he prepares some breakfast (the fast and highly nutritious ‘Kellogs’ which once again he purchased because of the attractive ad). After a warm bath (with ‘Dettol’ soap - for greater skin protection and ‘Head and Shoulders’ Shampoo so that he is never embarrassed because of dandruff), and a cool shave (with the very cool ‘Gilette Shaving foam’ as shaving cream is out and shaving foam is in, and the ‘Mac3’ - for the closest shave), he bathes his cheeks with an after shave (‘Old Spice’ – for that macho feeling). He dashes off to work (whizzing past posters, billboards, hoardings – all bombarding him with different messages, schemes, offers etc.). His bus and train journey are never boring as he always carries the latest ‘India Today’ to keep him abreast of the latest happenings. He is on the field working when he feels thirsty (but he cannot make up his mind whether to have a ‘Thums – up’ – as he is grown up, or to have a ‘Pepsi’ – because he wants to live young forever; any way he decides to play safe and have a ‘Bisleri’). His mobile suddenly buzzes. It’s a programmed call, reminding of his date. He realises he is late. At the shopping center close by he buys his date a card (an ‘Archies – I’m sorry Card’ of course, because no one can say it better than Archies). Obviously his date reacts as she is expected to by giving him a hug (just like the ad). After the great date they return home. After some TV snacking, he

sets the mood with some soft music, spruces himself (any guesses with what? – yes with the sexiest, irresistible, ‘AXE’ deo spray). And the lights go out. (Hey wait a second, I forgot to mention the extra soft…. ‘Kurlon’ mattress he had recently purchased thanks to the special Diwali offer). That was Media and Advertising’s influence for you.

The word advertising originates from a Latin word advertise which means to turn to. The dictionary meaning of the term is “to give public notice or to announce publicity”. Advertising as a term is used by many to cover almost any topic in the promotional area of marketing. Advertising is a marketing vehicle that is designed for the masses.

The American Marketing Association defines advertising as “any paid form of non personal presentation and promotion of Ideas, goods or services by an identified sponsor.”

Importance of Advertising

Back in 1950s, it was said that doing business without advertising is like winking at a girl in the dark; you know you what you are doing, but nobody else does. The message was: 'Come on, turn on the light, it pays to advertise'. Today, in this complex world amidst heavy rush or everything, having a densely crowded scenario of multiple ads even winking in broad daylight goes unnoticed. Since everyone is advertising, the idea is to do it with innovation.

Advertising is of immense utility both to large and small business. There can be no doubt that advertising efforts would result in creation of additional sales. All forms of promotion of sale of goods is in one way or the other, supported by extensive advertising campaign. It is not possible to imagine survival of any business, which is in the business of "make and sell" in the absence of advertising efforts. Advertising has extended its coverage to include non-business enterprises also e.g.. Public Water Works

advertises the need to preserve precious water and to cultivate the habit of drinking clean water free from any form of pollution. Countless illustrations can be provided wherein non-business enterprises have recognised the importance of advertising and their use it as a tool to promote ideas and services.

Advertising is an economic activity and it generates employment. Thousands of men and women are directly or indirectly, employed in professional advertising. Advertising is an economic proposition. People who invest their money in advertising anticipate positive results. Hence, advertising must be result-oriented. Every newspaper or magazine survives on the advertisements that it receives. Advertisements are definite source of revenue to the publishers. Because of the advertisements inserted in newspapers and magazines, they are sold at lower price, which can be afforded by the public. Advertising is of paramount importance because it creates better-informed public by making available innumerable publications at an affordable price. Considering the response that advertisements generate, it can be stated that "advertising does not cost too much".

In older to cut down production cost per unit there is a need to increase the total sales turnover. When overall sales increase, production cost per unit is automatically slashed and more people buy the goods. Apart from towering production costs, advertising also pays for entertainment and education through use of media like radio and TV.

Consumer is the king in the market. He cannot be compelled to buy anything. At the most, he can be persuaded to patronise a certain brand. It is here that advertising plays a prominent role.

There is no standard format to be followed to make advertising liked by every person. Advertising is a creative field. Individual likes and dislikes determine success of

advertising or its failure. Advertising scores over personal selling because it provides freedom of choice to the consumer. Decision to make purchases is independently arrived at by the consumers. No civilised society can record constant progress and ensure better standard of living to its people in the absence of information and education provided by advertising.

1. Automotive: Mecedes-Benz E-Class

 

Headline: - Harmony. In heart and soul.

The Mercedes-Benz E-Class is an embodiment of the latest that automotive engineering has to offer - elegant, safe, powerful and comfortable. Perfection that is timeless.

Baseline: - The furure of automobile.

Client: - Mecedes-Benz

2. Beverages >> Romanov

Headline: - Vonamor | Romanov

I vonamor everythingI vonamor fameI vonamor freedomI vonamor dreamsI vonamor flashbulbs

Company: - UB Group

3. Business Products >> Xerox

Headline: - There's just one problem with today's paperless office.

Subhead: - Too much paper.

Twenty years after someone invented the phrase 'the paperless office', it's paper that more companies are spending more money on. Which is why, Xerox presents the intelligent way to manage documents. The Xerox WorkCentre Pro 320. A digital, fully integrated, multi-functional A4/A3 printer and copier in one economical, space saving, document simplifying machine. Now documents can be scanned just once, and copied as many times as equired. And 600 X 1800 dpi, with 256 level of grayscale, guarantee exceptional digital print/copy results. Pre-loaded with all the necessary software, the Xerox WorkCentre Pro 320 arrives ready to print. (Other options include Network printing and USB support). And with Xerox's Full Service Maintenance Agreement (FSMA*), you needn't worry about replenishing cartridges, inventories or annual maintenance contracts. The Xerox WorkCentre Pro 320. Until the paperless office becomes a reality, it's the best thing that's happened to the managing paper.

Baseline: - The Total Document Machine

Company: - The Document Company Xerox

4. Corporate Larsen & Toubro Limited

 

Details: - For a petrochemical plant: It's heartFor the customer: A world-class reactor.For industry: PlasticsFor China: 'Made in India.'For us: Imagineering, as usual.

Baseline: - It's all about Imagineering.

Company: - Larsen & Toubro Limited

5. Household Products >> V.I.P.

Headline: - Surprisingly light bags. Bye bye coolies.

Details: - Featured: Zer-G. World's lightest bag*Durable polypropylene shellsCentral combination lock.

Baseline: - Happy journey.

Company: - V.I.P.

6. Fashion and Lifestyle >> DTC

 

Headline: - Remember when your favourite place to bring in the New Year, was in her arms?

Details: - Was it years ago?Or was it just last year?But when there was a time when New Year's was the eve of tucking away little surprises for her.When your sole new resolution was to find a new way of telling her how much you love her.You know there was a time when the joy on her face that one night was enough to make you smile through the coming year.Remember those nights? Remember those stars? Remember that passion? If you do, show her that passion again. Show it with a diamond.

Baseline: - Pyaar ko lage heere ki umrr

Company: - DTC

7. Textiles and Apparel >> Tamariind

Headline: - What's on your mind is on your body

Subhead: - power flavourfusion flavourcool flavourflash flavourlounge flavourflavoursories

Details: - It's time to turn your ideas inside out, from head to toe. Ideas about who you are, what you wear, and how. Ideas about life, with 'Total Wardrobe Solutions' from Tamariind. Treat yourself to Power Flavour, Cool Flavour, Fusion Flavour, Flash Flavour, Lounge Flavour and Flavoursories.

Baseline: - The flavour you wear

Company: - Tamariind

8. Financial Services >> Visa

Headline: - Ghumo, phiro, shopping karo.

Subhead: - Cash ke bina aish karo.

Details: - Apne bank account ka power dikhao. Visa Debit Card chalao.

Visa Debit Card offers you the convenience of not having to carry cash. Use it to pay for shopping, dining or travelling and for all your everyday needs. The amount you pay is directly debited to your bank account, so you don't have to worry about overspending. Accepted at over 13 million merchant outlets worldwide, it gives you the power to shop without cash.

Baseline: - All it takes.

Company: - Visa

9. Food Mother Dairy

Headline: - My ice cream, CRY and Me.Together, we ensure that all children are loved and protected.

Details: - Mother Dairy contributes to CRY for every ice cream you buy. Ensuring children their right to live, learn and grow, thereby enabling them to lead a secure and happy childhood.

Company: - Mother Dairy

10. Computers and IT Related >> Windows XP

 

Headline: - What's a PC without an Operating System?

Details: - No writing. No printing. No mixing. No surfing. No emails. No downloads. No graphics. No colours. No animation. No designing. No games. No music. No movies. Your PC can do nothing without an Operating System. And when it comes to choosing one, Windows is the preferred choice worldwide. It lets you do all this and more in a secure environment. If you are buying a PC today, insist on genuine Windows to go with it.

Company: - Microsoft

11. Household Durables Blue Star

 

Headline: - Temperature. Humidity. Electricity bills. All kept under strict control.

Details: - You needn't worry about an airconditioner bringing down your bank balance along with the temperature and humidity. The power-saver compressor in a Blue Star airconditioner actually saves you 10-15% on your power bills. The way it consumes electricity, you'd say it hates the stuff.

Baseline: - Breathe easy

Company: - Blue Star

12. Services >> CRY-Child Relief And You

Headline: - Be part of a new freedom movement for children. Send a Cry card.

Details: - This year, when you're looking for a greeting card, pick a CRY card. You'll be part of a movement that restores children's basic rights to food, shelter, healthcare and education. Also available: desk calendars | diaries | telephone & address books | note books | personal organisers

Organisation: - CRY-Child Relief And You

13. Media >> DNA Sport

 

Headline: - It's not a game. It's cricket.

Subhead: - DNA Sport World Cup'07

Baseline: - On the stands at 8.30 am. Re.1 only.

Company: - DNA

14. Media >> Radio Mirchi 98.3 FM

 

Headline: - Doosri ladki pe maari line.

Subhead: - GirlFriend boli "I am fine".

Details: - Mirchi sunnewaale, always khush.

Baseline: - It's hot!

Company: - Radio Mirchi

15. Personal Care >> Dove

Headline: - A refreshing drink for your skin.

Details: - New Dove Fresh Moisture with its uplifting fragrance of green tea essence and cucumber is the coolest way to refresh your body. Its 1/4 hydrating milk gives your skin just the right amount of moisturization it needs in the summer. So, don't be

surprised when every inch of your body yearns for more.

Baseline: - Don't scratch, just scrub

Comapny: - HLL

16. Childrens Products >> Cerelac

Headline: - Now 100g more Cerelac. At no extra cost.

Details: - Now with every 400g refill pack of Cerelac Wheat and Cerelac Wheat-Apple,you'll get 100g more--balanced nutrition for your baby to remain healthy and active. Active enough to do... more.

Company: - Nestle

17. Pharmaceuticals >> Chyawanprash

Headline: - Why does your wife need Dabur Chyawanprash?Try living a day in her life.

Details: - If you feel your wife doesn't need Dabur Chyawanprash we have a suggestion for you. Try living a day in her life. That would involve waking up the earliest in the morning, getting your children ready for school, preparing their tiffin- and yours as well, helping them in their homework, taking care of

the house and then preparing dinner. Phew! That doesn't sound easy. That's why she would require Dabur Chyawanprash, a gift of Ayurveda, increases 'Androoni Shakti' and keeps common ailments at bay. At the same time, it gives strength and stamina. It contains: Amla: One of the richest source of Vitamin C, Amla increases our immunity against common ailments. Karkashringi: Guards against recurring common cold and cough. Bala: Provides strength to the body and helps fight weakness. What's more, Dabur Chyawanprash has healthy mix of many other herbs that immensely benefit the young and old alike. Surely, now you know why your wife needs Dabur Chyawanprash. Right?

Baseline: - Zaroorat Hai!

Company: - Dabur

18. others :- Asian Paints Royale

Details: - A friend. A comrade. The brother I never had.Through sunshine and storm I kept my calm.Eight notes to the rescue. Like a soothing touch.Day and night my tireless fingers carried on.And in return I was the caring one.Sheltered it like a newborn every time.Eighteen years on my shoulder it rested.Eighteen years on its shoulder I rested.

Life's most treasured possessions deserve an equally treasured wall. Royale Luxury Emulsion. A wall-paint with a smooth coat, perfect sheen and richest colours that last as long as your memories.

Baseline: - Some things in life deserve a Royale wall.

Company: - Asian Paints