Group
Members
Khuram Shahzad
083268 to
Presented
Group
Abrar
Ahmad
083222
Shakeel Anjum
Yousuf
083277
Mohammad
Members
Advertising is a form of the communication
intended to persuade an audience (viewers,
readers or listeners) to take some action.
It includes the name of a product or service and
how that product or service could benefit the
consumer
One-way form of marketing communication
Advertising promotes a product, service or
event to its target audience
Market research firm ZenithOptimedia
estimates that worldwide spending on
advertising exceeds (US) $400 billion
Worldwide advertising is an important
contributor to economic growth
Newspaper
Advertisements
Newspaper
Advertisements
Newspaper Advertising
Television Advertising
Radio Advertising
Direct Mail Advertising
Outdoor Advertising
Cheaper than broadcast advertising, greater
market share in many locations
Newspaper advertising comes in two major
divisions: display or classified
Display ads are those that span multiple columns
horizontally and often include graphics and borders
Classified newspaper advertising is in-column
advertising that follows the natural flow of the
column down the page vertically
Newspaper
Advertisements
Pros-Cons Newspaper Advertising
Advantages
Disadvantages
Broad market coverage
Inconsistent reproduction
Short lead time
One day life span
Flexible ad size
Limited demographics
Visibility of product, Color
“Lost in the Crowd”
Use of coupons
Lack of movement & sound
People believe what they
read!
Radio advertising targets that captive audience
through a series of 30 second or 60 second
spots which promote products or services in a
memorable way
Radio advertising is based on the idea of
creating an audio-only environment and placing
the listener inside of it
professional voice-over artist reading descriptive
copy over an appropriate bed of background music
Pros-Cons Radio Advertisement
Advantages
Disadvantages
Demographic selection
Restrictive message length
High frequency
Need for repetition
Immediate
Short recall factor
Sound reinforcement
Cluttered placement
Quick flexibility
More expensive to produce and broadcast than
other forms of advertising
Similar to radio advertising in the sense of
relaying a specific sales pitch in a limited
amount of time
Television commercials are generally placed at
strategic breaks during the main programming
and the few minutes until the top of the next
hour
P r o s - C o n s Te l e v i s i o n A d v e r t i s e m e n t
Advantages
Disadvantages
Use of sight, sound, motion,
& color
Short exposure
Mass coverage
Expensive production
Immediate
Expensive to air
Demographic selection
Cluttered placement
Viewing time drops as income
increases
List of people who subscribe to a periodic
mailing distribution on a particular topic they’re
interested in
Include each person's e-mail address rather
than a postal address
Using them as a way to keep in touch with
customers
Examples are ListBazaar.com, ZapData.com,
ThinkDirectMarketing.com.
Pros-Cons Direct Mail Advertising
Advantages
Disadvantages
Demographic selection
Expensive
Unlimited message length
Difficult to obtain “pure”
mailing lists
Consistent reproduction
Long lead time
Direct response by order or
coupon
Negative reaction to junk
mail
First became popular in the United States
during the 1920s
Technological advancements i.e.
advertisements that feature a portion of the
image hanging off the billboard edge, triaction movement billboards, digital billboards
Some companies are experimenting with the
use of interactive and holographic billboards
Pros-Cons Outdoor Advertising
Advantages
Disadvantages
Reaches large audience
Limited message length
Long-term exposure
Expensive to produce & place
Color & graphics
Difficult to obtain the best
locations
Forms include billboards,
moving vehicle signs etc
Legal restrictions for use
The diversity of magazines available today is
staggering. From dog lovers to funeral directors,
there seems to be a magazine for everyone
Magazine advertising is the ads you see placed
throughout publications
Glossy magazines, seem to be almost 80%
advertisements
Billions of dollars are spent annually on magazine
advertising
Organized meeting, generally held over the
course of a few days
Usually held in convention centers
Internet advertising is the convergence of
traditional advertising and direct responses
marketing.
Traditional
Advertising
Internet
Advertising
Direct Response
Marketing
Pros-Cons Internet Advertising
Advantages
Disadvantages
Targetability
Customer-dominated
Global reach
Cognitive medium
Tracking ability
Psychological fear of IT
Less expensive
Limited space
Flexibility
Connection problems
Interactivity
Clutters
Online advertising methods
Banners
Pop-ups
Interstitials
E-mail
advertising
URLs
Newspaper-like
standardized ads
Advertising in
chat rooms
Mass
Personal
Customer
service
Sponsorships
Banners
Rich
Media
Search
Engines
Websites
Personal
Websites
E-Mail
Marketing
Interstitials
Interactive
Television
Banners are electronic billboards
Gateway to a firm on the net
Keyword banners and random banners
Banner most common promotes brand
recognition
Banners
The standard sizes for banner ads are
400x40 pixels or 468x60 pixels.
Keyword Banner
Random Banner
Keyword banner
Keyword banner
Random banner
Random banner
An initial Web site page or a portion of that
is used to capture the user’s attention for a
short time
Ability to create innovative multimedia
effects and interactivity
Most however, non-interactive and
interruptive
Popular with advertisers since they perform
well in creating brand recall and have a
higher click-through rate than banners
Pop-up Example
Interstitial Example
Pop-under Example
Argued as the most effective marketing
communication tool for acquiring customers
Several million users may be reached directly
Send the company information (low cost)
A wide variety of audiences
Target a group of people that you know
something about - messages can be targeted
When permission has been granted email
marketing is more personal and less intrusive
Problems: Junk mail & Spamming
E-mail
Ta r g e t e d E - m a i l
Advantages:
Minimal cost is associated with it
Submit your URL to a search engine and be listed
Keyword search is used
Disadvantages:
Search engines index their listings differently
Meta tags can be complicated
Important part of Internet strategy since firms
need to be found
The top 10 spots on a search list are difficult
and expensive to get
Alternatives:
Buy rankings or keywords, so firm appears first
Have banner appear when a search word is
entered
Google gives search results based on number of
links leading to the site
Search Engines
Search Engines
S e a r c h E n g i n e w i t h Ta r g e t e d A d
Virtual meeting ground
Free addition to a business site
Allows advertisers to cycle through messages
and target the chatter again and again
Advertising can become more thematic
More effective than banners
Used for one-to-one connections
'Banner' advertising is available on a either CPC or CPM basis.
CPC means you pay each time a visitor clicks your banner. CPM
means you pay a flat rate per 1000 exposures of your banner
regardless of how many people click it. Banners should be 460 x
60 pixels. Real time online reporting is available to all banner
advertisers.
'Featured Site' advertising is available on a residency basis. You
pay a single flat rate per month to have your site listed as the
sponsored link within a category.
'Site Focus' Advertising is also available on a residency basis.
You pay a single flat rate per month to have your site listed with
a screenshot on the home page.
Charge as little as £4 CPM and 45p CPC. Minimum spend
requirement of £25. ALL prices are subject to VAT @ 17.5%.
Internet advertiser can easily track ad views
Internet makes tracking results close to 100%
accurate
In traditional methods listeners are forced into
watching and hearing advertisements
Internet advertising allows placement by web
content or search results
It took no time to internet to emerge as a mass
medium of communication
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