ARNIT DASGUPTA

MARKETIN
CERTIFIED IN FINANCE & STOCK MARKET FROM IIM-B(MY
CAPTAIN).
CERTIFIED IN ENTREPRUNERSHIP FROM IIM-B(MY

G& CAPTAIN)

ADVERTISI
NG B.COM-HONS.

SISTER NIVEDITA UNIVERSITY(TIG GROUP)

Welcome to the world of
Advertising!

• Let’s begin by understanding the dynamics of advertising. 

• What is it that comes to mind when we think ads? Jingles stuck in our
heads? TV channels? The good old newspapers?
• Even though our everyday life has been made up of advertisements
and we’ve watched and read ads ever since we could read in the first
place, there still might be more to it than you think. For the next 30
days, you’re going to know what it is like to be on the other end of
things. The industry that ensures you and I are aware of the every
new product that comes, that gives companies an outlet to sell and
spoils the consumer with choices.
• The idea is to advertise in a way that your entire audience relates to
you.
What is advertising?

• The Advertising Association defines advertising

as “identifiable paid for communications in the media,
which aim to persuade, inform or sell”.
• More simply put, it is a paid form of communication to a
specific audience that persuades them to buy a certain
product or simply become aware of its existence.
Advantages of Advertising :

• The benefits derived from advertising are manifold. It is one

of the most important components of the marketing
process. This is beneficial to manufacturers, traders,
consumers and society as a whole. 
Introduces a New
Product in the Market:
• Advertising plays significant role in the introduction of a
new product in the market. It stimulates the people to
purchase the product.
Expansion of the
Market:
• It enables the manufacturer to expand his market. It helps
in exploring new markets for the product and retaining the
existing markets. It plays a sheet anchor role in widening
the marketing for the manufacturer’s products even by
conveying the customers living at the far flung and remote
areas.
Increased Sales:
• Advertisement facilitates mass production to goods and
increases the volume of sales. In other words, sales can be
increased with additional expenditure on advertising with
every increase in sale, selling expenses will decrease.
Fights Competition:
• Advertising is greatly helpful in meeting the forces of
competition prevalent in the market. Continuous
advertising is very essential in order to save the product
from the clutches of the competitors.
Enhances Good-Will:
• Advertising is instrumental in increasing goodwill of the
concern. It introduces the manufacturer and his product to
the people. Repeated advertising and better quality of
products brings more reputation for the manufacturer and
enhances goodwill for the concern.
Educates The
Consumers:
• Advertising is educational and dynamic in nature. It
familiarises the customers with the new products and their
diverse uses and also educates them about the new uses of
existing products.
Elimination of
Middlemen:
• It aims at establishing a direct link between the
manufacturer and the consumer, thereby eliminating the
marketing intermediaries. This increases the profits of the
manufacturer and the consumer gets the products at lower
prices.
 Better Quality
Products:
• Different goods are advertised under different brand
names. A branded product assures a standard quality to the
consumers. The manufacturer provides quality goods to the
consumers and tries to win their confidence in his product.
Different goods are advertised under different brand
names. A branded product assures a standard quality to the
consumers. The manufacturer provides quality goods to the
consumers and tries to win their confidence in his product.
Supports The
Salesmanship:
• Advertising greatly facilitates the work of a salesman. The
customers are already familiar with the product which the
salesman sells. The selling efforts of a salesman are greatly
supplemented by advertising. It has been rightly pointed
out that “selling and advertising are cup and saucer, hook
and eye, or key and lock wards.”
More Employment
Opportunities:
• Advertising provides and creates more employment
opportunities for many talented people like painters,
photographers, singers, cartoonists, musicians, models and
people working in different advertising agencies.
Reduction in the Prices of
Newspapers and Magazines
Etc:

• Advertising is immensely helpful in reducing the cost of the

newspapers and magazines etc. The cost of bringing out a
newspaper is largely met by the advertisements published
therein.
Higher Standard of
Living:
The experience of the advanced nations shows that
advertising is greatly responsible for raising the living
standards of the people.
“Advertising nourishes the consuming power of
men and creates wants for better standard of living.”
~
K-Winston Churchil
By bringing to the knowledge of the consumers different
variety and better quality products, it has helped a lot in
increasing the standard of living in a developing economy
like India.
Consumer Behavior!
• Product decisions shape life for the consumer. How can
simple decisions be so important? Why do marketers spend
millions of dollars to uncover the reasons behind these
decisions?
• To define consumer behavior: it is the study of consumers
and the processes they use to choose, use (consume), and
dispose of products and services. Consumer behavior
incorporates ideas from several sciences including
psychology, biology, chemistry and economics.
Aspects of
Consumer
Behavior!
Decision-Making:
• A major aspect of consumer buying behavior is the
decision-making process. This is the systematic approach
thoughtful, purposeful and logical buyers use to make all
purchase decisions. It begins with a functional or emotional
need recognition. For instance, a consumer may develop a
sense of hunger. Next, he seeks information, which includes
the formulation of a provider or brand consideration set
and evaluation of each on criteria he values. Taste quality,
service, price and convenience may be factors used to
assess fast-food shops to meet his hunger need. Once a
decision is made on best value for that situation, the buyer
makes a purchase and finally compares the experience with
his expectations to guide his next purchase situation.
Buying Situations: 
• Contributing to the information search process is the
specific buying situation a customer is in. When customers
have little experience with a product, and the purchase
carries high levels of financial or social risk, they engage in
extended problem solving and deliberately search for
information. When experience is low but enthusiasm and
risk also are low, buyers engage in limited problem solving
and research. Habitual buyers make routine purchases of
the same products and brands. Ultimately, companies want
buyers to develop an emotional commitment called loyalty.
If you sell complex, high-end products, you can expect
customers to seek more information and require more
persuasion in your promotional messages.
Marketing
Influence:
• Understanding all of the aspects of consumer behavior
enables you as a marketer to carry more influence. You can
offer emotionally appealing ads to bring to light
unrecognized needs to customers. Insurance companies,
for instance, often have to scare or make customers anxious
to get them to consider certain insurance products.
Additionally, much of advertising is used to project benefits
that target consumers find appealing during the search
process. Post-purchase advertising helps you generate
loyalty and maintain connections with top customers.
What is Marketing Strategy?

• Marketing strategy is the comprehensive plan formulated

particularly for achieving the marketing objectives of the
organization. A marketing strategy helps an organization to
concentrate its scarce resources on the best possible
opportunities so as to increase the sales.
A Ma rketi n g
Str ateg y Is
Des ig n ed
By:
Choosing the target
market:
• By target market audience, we mean to whom
the organization wants to sell its products. Not all
the market segments are fruitful to an
organization. There are certain market segments
which guarantee quick profits, there are certain
segments which may be having great potential
but there may be high barriers to entry. A careful
choice has to be made. An in-depth marketing
research has to be done of the traits of the
buyers and the particular needs of the buyers in
the target market.
Gathering the
marketing mix:
• By marketing mix we mean how the organization proposes to
sell its products. The organization has to gather the four P’s of
marketing in appropriate combination. Gathering the
marketing mix is a crucial part of marketing task. Various
decisions have to be made such as -
• What is the most appropriate mix of the four P’s in a given
situation?
• What distribution channels are available and which one should
be used?
• What developmental strategy should be used in the target
market?
• How should the price structure be designed?
Importance of
Marketing Strategy
• Marketing strategy provides an organization an edge over its competitors.
• Strategy helps in developing goods and services with best profit making
potential.
• Marketing strategy helps in discovering the areas affected by organizational
growth and thereby helps in creating an organizational plan to cater to the
customer needs.
• It helps in fixing the right price for organization’s goods and services based on
information collected by market research.
• Strategy ensures effective departmental co-ordination.
• It helps an organization to make optimum utilization of its resources so as to
provide a sales message to its target market.
• A marketing strategy helps to fix the advertising budget in advance, and it also
develops a method which determines the scope of the plan, i.e., it determines
the revenue generated by the advertising plan.
The Marketing Mix 4 Ps
 Product
 The Product should fit the task consumers want it for, it should work and it should be what
the consumers are expecting to get.
 Place
 The product should be available from where your target consumer finds it easiest to shop.
This may be High Street, Mail Order or the more current option via e-commerce or an
online shop.
 
 Price
 The Product should always be seen as representing good value for money. This does not
necessarily mean it should be the cheapest available; one of the main tenets of the
marketing concept is that customers are usually happy to pay a little more for something
that works really well for them.
 Promotion
 Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media
are all key communication tools for an organization. These tools should be used to put
across the organization’s message to the correct audiences in the manner they would most
like to hear, whether it be informative or appealing to their emotions.
The Marketing Mix
3 Ps
 People :
 All companies are reliant on the people who run them from front line Sales staff to the Managing
Director. Having the right people is essential because they are as much a part of your business
offering as the products/services you are offering.

 Processes :
 The delivery of your service is usually done with the customer present so how the service is
delivered is once again part of what the consumer is paying for.
 Physical Evidence :
 Almost all services include some physical elements even if the bulk of what the consumer is paying
for is intangible. For example a hair salon would provide their client with a completed hairdo and an
insurance company would give their customers some form of printed material. Even if the material is
not physically printed (in the case of PDFs) they are still receiving a “physical product” by this
definition.
Though in place since the 1980’s the 7 Ps are still widely taught due to their fundamental logic being
sound in the marketing environment and marketers abilities to adapt the Marketing Mix to include
changes in communications such as social media, updates in the places which you can sell a
product/service or customers expectations in a constantly changing commercial environment.
The brand!
 Brand identity stems from an organization, i.e., an organization is responsible for creating a
distinguished product with unique characteristics. Brand identity includes following
elements - Brand vision, brand culture, positioning, personality, relationships, and
presentations.  
 Brand identity is a bundle of mental and functional associations with the brand. Associations
are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable
getting it. These associations can include signature tune(for example - Britannia “ting-ting-
ta-ding”), trademark colors (for example - Blue color with Pepsi), logo (for example - Nike),
tagline (for example - Apple’s tagline is “Think different”),etc.
 Brand identity is the total proposal/promise that an organization makes to consumers. The
brand can be perceived as a product, a personality, a set of values, and a position it occupies
in consumer’s minds. Brand identity is all that an organization wants the brand to be
considered as. It is a feature linked with a specific company, product, service or individual. It
is a way of externally expressing a brand to the world.
 Brand identity is the noticeable elements of a brand (for instance - Trademark color, logo,
name, symbol) that identify and differentiates a brand in target audience mind. It is a crucial
means to grow your company’s brand. 
How To Build A
Brand!
 According to Nielson’s Global New Product Innovation Survey, 59% of consumers prefer to buy new
products from brands familiar to them. As a small business, you may be competing against big brands with
devoted customers. That’s why you have to find ways to differentiate–with a solid brand building process of
your own.
 Branding is much more than just a cool logo or well-placed advertisement.
 You need to do more. Your brand is defined by a customer's overall
perception of your business.
 A successful brand has to be consistent in communication and experience, across many applications:
 Environment (storefront or office)
 Print, signage, packaging
 Website & online advertising
 Social media & content marketing
 Sales & customer service
 Now, brand building being simple? The truth is: it doesn’t happen overnight…or even in a few months.
 Brand building is definitely a process. However, the ongoing effort will result in establishing long-term
relationships with your customers. This can mean an increase in sales, more projects, word-of-mouth
referrals, and advocacy for your products or services.
11 Steps On
H o w To B u i l d
A Successful
Brand!
Determine your
brand’s target
audience.
 The foundation for building your brand, is to determine the
targeted audience that you’ll be focusing on.
 When brand building, keep in mind who exactly you are
trying to reach. You’ll tailor your mission and message to
meet their specific needs.
 Get specific. Figure out detailed behaviors and lifestyle of
your consumers. I’ll explain with a few brief examples:-
Single moms who work from home
Tech-savvy early adopters
College students studying abroad
Executive recruiting professionals
Define a branding
mission statement.
o Before you can build a brand that your target audience trusts, you need to
know what value your business provides. The mission statement basically
defines a purpose for existing. It will inform every other aspect of your brand
building.
o What's your mission? Craft a clear expression of what your company is most
passionate about. Everything from your logo to your tagline, voice, message
and personality should reflect that mission.
o We all know the like tagline: Just Do It. But do you know their mission
statement? Nike’s mission is: “To bring inspiration and innovation to every
athlete in the world“. You can see the Nike mission everywhere. They focus on
all types of athletes using Nike products to be their best self. Nike goes even
further with their mission, by adding a footnote to the statement: “If you have
a body, you are an athlete“. Think about how wide their target audience
becomes with a disclaimer like that!
 Research brands within
your industry niche.

 You should never imitate exactly what the big brands are doing in
your industry. But, you should be aware of what they do well (or
where they fail). The goal is to differentiate from the competition.
Convince a customer to purchase from you over them!
 Research your main competitors or benchmarks. Study how they
have effectively, and ineffectively built their brand. Ask the following
questions:
 Are they consistent with their message and visual identity
across channels?
 What is the quality of their products or services?
 Do they have customer reviews you can read, or social mentions
about them?
Outline the key qualities &
benefits your brand offers.

Ӧ There will always be brands with bigger budgets and more

resources to command their industry. Your products,
services, and benefits belong solely to you. You have to
delve down deep and figure out what you offer, that no one
else is offering.
Ӧ Focus on the qualities and benefits that make your
company unique. It could be more authentic and
transparent customer service, a better way to support
productivity, or helping save money with a more affordable
option.
Create a great brand
logo & tagline
 The most basic (and arguably the most important
piece) of brand building, is the creation of your
company logo and tagline.
 This graphic will appear on everything that
relates to your small business. It will become your
calling card, and the visual recognition of your
promise. Be willing to invest the time and money
to create something exceptional. You’ll be putting
the logo on everything, to reinforce visual identity
of your brand.
Form your brand’s
business voice.
 Your voice is dependent on your company mission, audience, and
industry. It’s how you communicate with your customers, and how
they respond to you.
 A business voice could be:
 professional.
 friendly.
 service-oriented.
 promotional.
 conversational.
 informative.
• There are endless adjectives and possibilities. Choose a brand voice
that makes sense and resonates with your target customers.
B ra n d
Po siti o n in g
And
Id en ti ty !
BRAND PERSONALITY!
•  means assigning human personality traits/characteristics to a brand so as to
achieve differentiation. These characteristics signify brand behavior through
both individuals representing the brand (i.e. it’s employees) as well as through
advertising, packaging, etc. When brand image or brand identity is expressed in
terms of human traits, it is called brand personality.
• For instance - Allen Solley brand speaks the personality and makes the
individual who wears it stand apart from the crowd. Infosys represents
uniqueness, value, and intellectualism.
• It is a key input into the look and feel of any communication or marketing
activity by the brand. It helps in 
• Brand personality and celebrity should supplement each other. Trustworthy
celebrity ensures immediate awareness, acceptability and optimism towards
the brand. This will influence consumers’ purchase decision and also create
brand loyalty. For instance - Bollywood actress Priyanka Chopra is brand
ambassador for J.Hampstead, international line of premium shirts.
What is Brand Positioning?

ბ brand positioning is the process of positioning your brand in the mind of

your customers. Brand positioning is also referred to as a positioning
strategy, brand strategy, or a brand positioning statement.
ბ The idea is to identify and attempt to “own” a marketing niche for a brand,
product, or service using various strategies including pricing, promotions,
distribution, packaging, and competition. The goal is to create a unique
impression in the customer’s mind so that the customer associates
something specific and desirable with your brand that is distinct from rest
of the marketplace.
ბ Positioning Statements versus Taglines
ბ Brand positioning statements are often confused with company taglines or
slogans. Positioning statements are for internal use. These statements
guide the marketing and operating decisions of your business. A
positioning statement helps you make key decisions that affect your
customer’s perception of your brand.
ბ A tag line is an external statement used in your marketing efforts. Insights
from your positioning statement can be turned into a tagline, but it is
important to distinguish between the two.
7-Step Brand Positioning
Strategy Process

 In order to create a position strategy, you must first identify your

brand’s uniqueness and determine what differentiates you from your
competition.
 There are 7 key steps to effectively clarify your positioning in the
marketplace:
 Determine how your brand is currently positioning itself
 Identify your direct competitors
 Understand how each competitor is positioning their brand
 Compare your positioning to your competitors to identify your
uniqueness
 Develop a distinct and value-based positioning idea
 Craft a brand positioning statement.
How Agencies Function!

  An advertising agency, often referred to as a creative agency, is a business

dedicated to creating, planning, and handling advertising and sometimes
other forms of promotion and marketing for its clients. An ad agency is
generally independent from the client; it may be an internal department or
agency that provides an outside point of view to the effort of selling the
client's products or services, or an outside firm. An agency can also handle
overall marketing and branding strategies promotions for its clients, which
may include sales as well.
  Advertising agency:-
 Strategy
 Creativity
 Analysis
 Content
 PR
 Media 
 Event
 Budget Management
 Production
Ro l e O f Ad v e r t i s i n g
Agencies

 Creating an advertise on the basis of information gathered about product

 Doing research on the company and the product and reactions of the
customers.
 Planning for type of media to be used, when and where to be used, and for
how much time to be used.
 Taking the feedbacks from the clients as well as the customers and then
deciding the further line of action
 All companies can do this work by themselves. They can make ads, print or
advertise them on televisions or other media places; they can manage the
accounts also. Then why do they need advertising agencies? The reasons
behind hiring the advertising agencies by the companies are:
 The agencies are expert in this field. They have a team of different people for
different functions like copywriters, art directors, planners, etc.
Find Out Which
M a r ke t i n g
Career Best
F i t s Yo u r
Personality:
Market Research
  This career involves researching the intended target. That target
can be companies or individuals. In order for a company to
capture a market, it must first be able to understand that market.
Research involves the first process of understanding the
consumer, what their needs are, what their purchasing habits are,
and how they view themselves in relation to the rest of the world.
  Market research is conducted by using surveys, focus groups, and
reviewing studies. Doing this enables researchers to collect data
on a specific brand's target. Market research can be done in-
house, or a company may hire a specialized firm to conduct the
research.
  Positions Available in Market Research:
 Market Research Director
 Market Research Manager
 Market Research Supervisor
 Market Analyst
Brand Management
 This is the career track you hear about most often. It is the key function in the consumer
products industry. Brand managers are often likened to small business owners because they
assume responsibility for a brand or brand family. They are always focused on the big
picture. It is their job to instill the brand's essence, map out their competitors in their
brand's category, identify marketing opportunities, and be able to effectively communicate
the unique benefits of that product or service.
 Brand managers are also responsible for guiding the market research team by setting the
agenda and criteria and also selecting the stimuli, such as product-benefit statement,
pictures, product samples, and video clips. Once the research is complete it is the brand
manager's job to analyze the data that's been collected then develop a marketing strategy.
 Positions Available in Brand Management:
 Brand Manager
 Product Manager
 Product Development Manager
Advertising
  If you decide that Advertising is the career track you wish to pursue you will find that
advertisers work with all aspects of marketing from strategy to concept to the
execution of the strategy.
  Account managers act as the liaison between the agency's various departments and
the client. Their job is to manage the execution of ads by making sure that they are
created within the allocated schedule and budget. Account Planners focus more on
the consumer. Their job is to conduct research on demographics of the targeted
consumers. They use that research to get to know what motivates their behavior in
the marketplace. The job of the Media Buyer is to find media to place ads in. They
use the demographic study that is done by the Account Planner to decide the best
possible place to purchase ad space.
  Positions Available in Advertising:
 Advertising Managers
 Advertising Sales Director
 Account Executives
 Account Planners
 Media Director
 Media Coordinator
 Media Buyers
Promotion
 It is not uncommon to find a dedicated promotions team in
marketing firms. This team works on creating programs that unite
advertising to purchase incentives such as special discounts, coupons,
samples, gifts with purchase, rebates, and sweepstakes. In order to
promote these programs, the promotion team will often use direct
mail, telemarketing, in-store displays, advertisements, product
endorsements, or special kick-off events. Creativity and judgment are
highly valued.
 Positions Available in Promotions:
 Promotions Director
 Promotions Assistant
 Public Relations
Public Relation
  It is the responsibility of the Public relations department to manage the
communication with the media, consumers, employees, investors, and the
general public. They are considered the spokespeople for the company.
They will often write press releases to promote new products or to keep
the investment community informed of business partnerships, financial
results, or other company news. If they are based out of media relations
they will spend their time responding to information requests from
journalist or pitch stories to the media.
  Position available for public relation
  Account Coordinator or Public Relations Coordinator
  Account Executive
  Media Relations
  Director, Vice-President
  Government PR Departments
  PR Consultant
  Is a Career in Marketing for You?
Conclusion
• Marketing often appeals to not only creative thinkers
but also numbers-minded statisticians. While many
jobs in marketing are appealing keep in mind that you
must be willing to work long hours and not mind
working evenings and/or weekends. It was reported
that in the year 2000 38 percent of advertising, public
relations, and marketing managers worked an average
of 50 hours per week. You must be able to work well
under pressure and thrive off meeting deadlines and
goals that are set. In some positions, substantial travel
is not uncommon.