Communication in

Advertising and
Sr No. Branding
NAME CLASS ROLL
NO.
MARKS

1 Payal Khandhadiya A 21

2 Rakesh Manekar A 27 Presented

By
3 Kasturi More A 31

4 Vivek Puralkar A 45

5 Manish Yadav A 75

6 Bharat Thorat A 66
 Advertisement & branding
 ADVERTISING: It is part of promotion mix can be define
as: A paid form of Non personal Communication From an
identified sponsor Using mass media To persuade or
influence audience With a unique message.

 BRAND: represent a promise and contract to the consumer,

guaranteeing constant quality and value.

 
Importance of Advertising & BRANDING

•It helps in increasing your sells.

•Reach wide range of audiences of
all ages.
color and gender by using this
mean.
•Mean communication between
companies and
their customers.
•It is mainly about brands.
 Branding
• A brand is the visual, emotional, rational, and cultural image
that you associate with a company or a product

• Volvo: safety.
• Nike: Tiger Woods or "Just Do It.
• Mercedes Benz :engineering, quality, performance, consumer
service
• Mc Donald’s: Fast Service
o Consistent Food Taste and Quality
o Consistent Pricing
 Contd…… A brand is not just a logo
A singular idea or concept that you
own inside the mind of the prospect.”
A brand is the sum of all the
characteristics that make your offering
unique:

• Reputation
• Customer Service
• A Promise
• Price
• Feeling
• Attitude
• Logo
• Product Line
Why does Brand matter to everyone?
Branding = Trust
• People want to TRUST the companies they
patronize

• Because people have too many choices and too

little time

• Quality and features of most offerings seem

similar

A good brand will:

• Deliver the message clearly

• Confirm your credibility
• Connect you to your target market emotionally
• Motivate the buyer
• Cement user loyalty
 TATA AS A BRAND

TISCO
Tata Motors (formerly
TELCO),
India Hotels,
Tata Chemicals,
TCS,
Tata Tea
 TYPES
TYPES OF ADVERTISING
OF ADVERTISING

Digital advertising:
Television advertising.
Radio advertising.
Online advertising.

Physical advertising:
Press advertising.
Mobile billboard advertising.
In-store advertising.
Celebrity branding.
 SOCIAL ADVERTISING
• FEATURES:NON COMMERCIAL AIMED
FOR SOCIETAL BENEFIT PERFORMED
BY GOVERNMENT, NGO’S OR BIG
CORPORATES.
• DIRECTLY RELATED TO ATTITUDE OF
THE PEOPLE USE OF BIG AND POPULAR
PEOPLE.
Advantages of social advertising
• HELPS IN ERADICATION OF SOCIAL
EVIL HELPS CHANGE ATTITUDE OF THE
PEOPLE OF THE SOCIETY HELPS
CHANGE/IMPROVE REPUTATION OF A
COMPANY.
 SOCIAL CAUSES

•SOCIAL CAUSES:-
DON’T DRINK AND
DRIVE QUIT SMOKING
HIV/AIDS POLIO
DOWRY ERADICATION
CONSUMER INTERESTS
ENVIRONMENT .

•Examples of s.a
•AIDS AWARENESS
•ANTI-SMOKING
CAMPAIGN
•POLIO
 Role of advertising
• Marketing • The process a
business uses to
• Communication satisfy consumer
needs by providing
goods and services
– Product category
– Target market
– Marketing mix
– Brand
 Role of advertising
• Marketing • Can reach a mass
audience
• Communication • Introduces products
• Explains important
changes
• Reminds and
reinforces
• Persuades
 Principles of Effective Communication with
Consumers
• Know and understand the
• .
consumer before one
communicates.
• Use consumer language.
• Understand where and when
there is a need for information.
• Emotions are as important as the
science and facts
The Importance of Visual Communication in News
and Advertising

• Greatest
impact on
choice and
buying
decision of
consumers.
 Advertising
Advertising ––An
AnEffective
Effective Comm Tool!
Communication
unication Tool!

• Advertising objectives :
Advertising
• Cognizance
• Conception:
objectives
• Conviction
Cognizance
• Action
Conception
Conviction
Action
 The Functions of Advertising

• Builds awareness of products and brands

• Creates a brand image
• Provides product and brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand experiences
 What Makes an Ad Effective?
1. If it creates an impression for a product or
brand
2. If it influences people to respond in some
way
3. If it separates the product or brand from the
competition in the mind of the consumer
 Summary and Conclusion
• To succeed in branding, you must
understand the needs and wants
of your customers and prospects.
• Your brand is a promise to your
customers
• Advertising is a core part of
many companies’ marketing mix.
• The activities that link a brand to
its market and its consumers or
customers.
THANK YOU