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Defining Advertising Concept

The American Marketing Association defines advertising as Advertising is defined as any paid

form of non-personal communication about an organization, product, service, or idea by an

identified sponsor."

Advertising agencies:

An advertising agency is an independent organization that provides one or more

specialized advertising and promotion related services to assist companies in

developing, preparing and executing their advertising and other promotional

programs.

Advertising exposure model

What advertisements offer s

First, exposure to the advertisement can create awareness about the brand,leading to a feeling of familiarity with it.

Second, information about the brands benefits and the attributes on whichthe benefits are based can register with the consumer can also result fromexposure to the ad.

Third, advertisements can also generate feelings in an audience that theybegin to associate with the brand or its consumption.

Fourth, through the choice of the spokesperson and various executionaldevices, the advertisement can lead to the creation of an image for thebrand, often called brand personality

Fifth, the advertisement can create the impression that the consumerspeers or experts- individuals favour the brand and groups the consumer likesto emulate.

This is often how products and brands are presented as being fashionable. These

five effects can create a favorable liking, or attitude towards the brand, which in

turn should lead to the purchasing action. Sometimes the advertiser will attempt to

spur purchasing action directly by providing a reminder or by attacking reasons whythe consumer may be postponing that action.

The above points, helps us to understand how and why consumers acquire process

and use advertising information. Its also important at the planning stage to develop

a good understanding of where advertising fits into the total pool of information and

influence sources to which a consumer is exposed. Understanding information

processing invariably leads to the need for understanding a wide range of other

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important psychological constructs, such as perception, learning, attitude

formation and chance, source effects, brand personality and image,

cognitive and affective response and social factors such as group

influence.

FIVE FASHION BRANDS AND THEIRADVRTISING CAMPAIGNS WITH THEIR

CLIENTS

1.FIAMA DI WILLS

The 21st century Indian woman is one who is radically differentfrom the generation that preceded her. She stands for innate

confidence, style and taste, and is extremely aware of all beauty products available to her

today. She stops at nothing to look and feel good. Today, the ever discerning consumer

has very specific product requirements. We aim to offer products that satisfy all these

needs.

Deepika Padukone is a perfect embodiment of the brand personality and we are

extremely gratified with the positive consumer response to the brands association

with her. She has gone a long way in building awareness about the brand and the

company may look at other celebrity endorsements in the future.

Based on market understanding, thec ompany has positioned Fiama Di Wills as a

combination of nature and science, which give gentle

and effective care. Their creative agency is Law &

Kenneth.

2.Fastrack watches

Titan Industries spends about Rs 18 billion towards advertisement across all its brands and

categories. Company sources put the Fastrack annual ad spends at 10 per cent of turnoveror about Rs 250 million. Lowe handles the creative work for Fastrack, while Maxus

handles the media buying.

3.Reid and taylor

Amitabh Bachchan is an icon with universal appeal and

has helped us to reach out to the real Bharat. In fact,

agents and retailers have told us that already customers

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have started asking about the Amitabh wali suiting.-Tarun Joshi, Communications

Custodian, Reid & Taylor

Advertising agency=>An in-house creative team handles REID AND TAYLORS adrequirements. Mindshare is their AOR.

4.TITAN WATCHES

Be born everydayThats Aamir Khan in the latest Titan commercial asking you to live

life to the fullest. Titan has unveiled its new campaign featuringbrand ambassador Khan in a new television commercial that, to quote

from the brands new tagline, asks consumers to Be more everyday.

The film, directed by Corcoise Films Prasoon Pandey shows AamirKhan in a montage of situations, with a voiceover by the actor that

talks about the journey of self discovery that everyone ought to take, to live out all their deepest

silliest desires. The film ends with the tagline Be more.

Titan has always been a restless brand, said Piyush Pandey, chairman and national

creative director, O&Mwho was present at the occasion, They have been restless about their

product designs, with their advertising; The question they keep asking is what is the next thing

that we are doing. Thats whyAamir is such a perfect fit with the brand- he is always

challenging himself- he never rests on his laurels and is constantly looking to better his

work.the company will invest Rs 15 crores in the next two years for its marketing campaign

which will include mass media, below the line initiatives and some degree of spends throughwhat he terms unconventional media, namely online and retail presence.

The creative team behind the TV campaign created by O&M comprises of Piyush Pandey

as the national creative director, Malvika Mehra, Amit Akali, Anil Thomas, Kunj Shah

and Ajesh.

5. MOTOROLA

McCann-Erickson India Ltd8, Balaji Estate, Guru Ravidas Marg, Kalkaji, New Delhi 110 019

Tel: (0091 11) 600 2600 Fax: (0091 11) 646 3875, 600 2647Capitalised billings: Rs 3479.53 million

Television billings: N.A.

their focus is on building brand Motorola as one of Indias top telecom brands. Our aim is to

continually give enhanced value and product offering to the consumer. One of their concerns

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earlier was that our products were not available widely. Today they enjoy a big national footprint

As far as marketing activities go, our focus is to build a distinct identity for Motorola. We

realised that to be successful in India, Motorola must strike a chord with the Indian consumer.Motorola is a global brand with a strong technology heritage but must come to be relevant to

the Indian consumer in a meaningful way. THEYsigned on Abhishek Bachchan as our brand

ambassador as we saw a great fit between him and Motorola. This helped us in two ways one,it conveyed to our consumers that we are a global brand with high technology heritage that has

an Indian face. Secondly, Abhishek is a cool icon who understands technology himself and,

therefore, at once we built a rapport with the youth.