NAME – ANIKESH ANAND
TOPIC – EFFECTS OF
ADVERTISING ON CONSUMERS
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TOPIC
TheEffectofAdvertisementon
ConsumerPreferenceandBehavior
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TABLE
OF
CONTEN
TS
0
1
02
INTRODUCTION TO
ADVERTISEMENT
03
DETAIL STUDIES
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HISTORY OF
ADVERTISEMENTS
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EFFECTS OF
ADVERTISEMETS
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PROS AND CONS
OF ADVERTISING
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CASE STUDY
ADVERTISEMETAND
ITS KINDS
WHAT IS AN ADVERTISEMENT
•An advertisement (often shortened to
advert or ad) is the promotion of a
product, brand or service to a viewership
in order to attract interest, management
and sales.
ADVERTISEMENTS
•Advertisement come in many forms,
from copy to interactive video, and
have evolved to become a crucial
feature of the app marketplace.
ADVERTISEMENT AND ITS KINDS
Banner ads With banner ads, the aim is to display an image and wait for users to view,
click and convert – making quality graphics and a compelling call to action (CTA)
essential components. Interstitial ads Interstitial ads offer a full-screen experience.
These can be used to avoid ‘banner blindness’, when users become so accustomed to
seeing banner ads that they no longer take notice. Interstitial ads can also be
expandable (known as expandable ads), which start out as regular banner ads before
taking up the whole screen. Native ads Native advertising is when ads are designed to
match the environment in which they are placed. For example, when you see a
‘sponsored’ tag attached to a YouTube video, this is native advertising on that particular
platform. Video ads As their name suggests, video ads are advertisements in video
format. By their nature, video ads are a popular advertising method because they can be
highly engaging with high click-through rates (CTRs).Playable ads By giving users
access to interactive gameplay, playable ads let you try before you buy. This gives users
a limited look at an app, offering highlights that should push users to install. Because
users can gauge their interest before purchasing the app, playable ads can be used to
reduce app uninstall rates. To learn more about the pros and cons for each format, take
a look at this blog post.
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DETAIL STUDIES
•Banner Ads – With banner ads the aim is to display an image and wait for users
to view, click and convert-making quality graphics and a compelling call to action
(CTA) essential components.
•Interstitial Ads – Interstitial ads offer a full-screen experience. These can be used
to avoid ‘banner blindness’, when users become so accustomed to seeing banner
ads that they no longer take notice. Interstitial ads can also be expandable (known
as expandable ads), which start out as regular banner ads before taking up the
whole screen.
• Native Ads – Native advertising is when ads are designed to match the
environment in which they are placed . For example, when you see a ‘sponsored’
tag attached to a YouTube video, this is a native advertising on that particular
platform.
•Video Ads – As their name suggests, video ads are advertisements in video
format. By their nature, video ads are popular advertising method because they
can be highly engaging with high click-through rates (CTRs).
•Playable Ads – By giving users access to interactive game play, playable ads let
you try before you buy. This gives users a limited look at an app, offering
highlights that should push users to install. Because users can gauge their interest
before purchasing the app, playable ads can be used to7reduce app uninstall rates.
HISTORY OF ADVERTISEMENTS
•Advertising as a profession dates back to
ancient civilisations and has rich history,
although the forms of advertising may have
changed over centuries.
HISTORY OF ADVERTISEMENTS
•As languages and written forms of
communication developed with invention
of paper in china and papyrus in Egypt,
sales messages began to be displayed as
posters.
•By the 1930s, several Indian as well as foreign advertising
agencies had been set up in India.
EFFCTS OF ADVERTISING
Positive Effects of Advertising:-
D
• An effective way to sell your products
• Social Benefits
• Economic Advantages
• Educates people
• Increase Awareness
C
B
A
Negative Effects of Advertising:• Adversely Influences young generation
• Misrepresentation
• Creates a materialistic world
• Creates irresistible desire to buy unessential things
PROS AND CONS OF
IAt’sDofVteEnsRaidTtIhSatI“NittGakesmoney to make money.” This
D
often refers to the fact that a business must advertise in
order to create an awareness.
The Pros of Advertising:-
C
B
•
•
A
•
•
•
•
•
It’s an easy way to create a value proposition.
It creates a way to set brands and products apart from the
competition.
It reaches multiple demographics simultaneously.
One single target demographics can also be emphasized.
It provides consumers information about choice.
Advertising creates jobs.
It inspires people.
The Cons of Advertising:• It costs time and money.
• Results are never guaranteed.
• It is difficult to stay unique with today’s information-sharing
world.
• Advertising is often associated with media.
• It’s a general nuisance
• Product placements can ruin personal enjoyment.
CASE STUDIES
•Based on advertisement affects on consumer are discussed
henceforth keeping an eye on the two great brands namely PEPSI and
NIKE. Who through their advertisement won hearts of many and
changed the perception of human taste, and today ruling in many
hearts.
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Casestudy 1:Pepsi
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Casestudy on Pepsiand its advertisementstrategies
➢
➢
➢
➢
Its an American Multinational Food snack and beverage corporation headquartered in Harrison, New York.
Founded –1965
CEO –Ramon Laguarta
Pepsi has official sponsorship deals with National Football League, National Hockey League and National
Basketball Association.
➢ Pepsi Company Entered in India 1989
Founded –1995
Key people –Ravi Jaipuria (Founder Chairman)
Headquarter –Gurgaon, Haryana
How Pepsi advertisements affects the consumer's preferences
Brief Introduction about company and advertisement Pepsi take 33%of profits from soft drink industry and that
and that is very high ratio in comparison of coca cola .Pepsi always believe in new innovated advertisement
advertisement and always came up new attracting ads focusing yougester.so they can capture the youth of
country(that is there target audience).Pepsi recently lanched the renew campaign for 2008 February featuring
featuring three brand ambassadors Shah Rukh khan ,Ranbir Kapoor and Deepika Padukone in a refreshing
new light. Developed by jet thecampaign is dubbed “yougistan”, this according to the company “its an attitude”.
Clearly targeting the youth, thecampaign will being a dialogue with its consumers by unbottling their their
imagination of what “yougistaan” means to them.
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Casestudy 2:Nike
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Casestudy on Nikeand its advertisingstrategies
•
Two visionaries, Bill Bowerman and his University of Oregon runner Phill Knight, thought they could do a better job of
designing and selling shoes to runners. They found NIKE in 1964, in UNITED STATES.
• Tagline –Just Do It
• The Nike’s slogan is based on a murderer’s last words.
• Nike’s mission statement is, “To bring inspiration and innovation to every athlete in the world.”
• From a sleepy little own in Oregon, Nike has grown into the world’s largest athletic footwear and apparel company.
We started with a shoe and a t-shirt. Today we’re a diversified and complex global organization:
I. We sell our products in 170 countries.
II. We have more than 30,000 worldwide employees.
III. We have a dozen brands that serve more than 30 major sports and consumer lifestyles.
IV. We work with 600+factory partners.
V. We serve millions of consumers with thousands of products.
• It’s one of the most recognized symbols in the world. The brand it represents is our strongest asset. We’ve been very
strategic in adding dimension to the Nike Brand, making it a powerful and flexible engine for growth.
• Connecting with consumers is so important at Nike that we reorganized the Nike Brand around seven categories that
we believe represent the largest growth opportunities: action sports, basketball, football(soccer), men’s training,
running, sportswear, and women’s training.
• As Phil Knight, our co-founder and Chairman, once said, “It’s not a single product model, or a single manager, or one
ad, or a single celebrity, not even a single innovation that is key to Nike. It is the people of Nike, and their unique and
creative way of working together that makes Nike special.”
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Hownike Advertisements affects the consumer's preferences
Nike didn’t build its loyal fan base by harping on its iconic waffle shoes. In fact, Nike’s ads
rarely, if ever, mention their products at all. What their ads do, and do well, is induce emotion
in the consumer through ‘emotional branding’. Each ad is carefully crafted to evoke particular
feelings and needs in the consumer that can only be satisfied with Nike products. It does this
by playing up the traditional narrative of a hero who works hard to overcome adversity,
ultimately emerging victorious against a terrible for. But it isn’t a literal enemy being fought
in this case. Nike takes the analogy to a level far more relatable: the ‘terrible foe’ is the voice in
your head that tells you, “You can’t”. To that, the organization says: “Just do it.”
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THANK
YOU