Introduction to Advertising

Imagine a day in the life of an average urban Indian male

living in an apartment by himself. He wakes up early in the
morning to the sound of a hi – tech alarm (which he has
recently bought, thanks to the ad of an alarm clock he seen
on TV). He jumps out of bed and switches on the radio (to
hear some good music on FM punctuated with some news
headline). The TV is then switched on (to the channel on
Aerobics while he woks out with those slim women who
promise a sexy physique in just a couple of months). With a
brush in his mouth (of course with ‘Close – Up’ toothpaste
‘for greater confidence’ and so that beautiful girls may say
‘Talk to me’), he scans the news paper for a quick update
while he prepares some breakfast (the fast and highly
nutritious ‘Kellogs’ which once again he purchased because
of the attractive ad). After a warm bath (with ‘Dettol’ soap -
for greater skin protection and ‘Head and Shoulders’
Shampoo so that he is never embarrassed because of
dandruff), and a cool shave (with the very cool ‘Gilette
Shaving foam’ as shaving cream is out and shaving foam is
in, and the ‘Mac3’ - for the closest shave), he bathes his
cheeks with an after shave (‘Old Spice’ – for that macho
feeling). He dashes off to work (whizzing past posters,
billboards, hoardings – all bombarding him with different
messages, schemes, offers etc.). His bus and train journey
are never boring as he always carries the latest ‘India Today’
to keep him abreast of the latest happenings. He is on the
field working when he feels thirsty (but he cannot make up
his mind whether to have a ‘Thums – up’ – as he is grown up,
or to have a ‘Pepsi’ – because he wants to live young
forever; any way he decides to play safe and have a
‘Bisleri’). His mobile suddenly buzzes. It’s a programmed
call, reminding of his date. He realises he is late. At the
shopping center close by he buys his date a card (an ‘Archies
– I’m sorry Card’ of course, because no one can say it better
than Archies). Obviously his date reacts as she is expected
to by giving him a hug (just like the ad). After the great date
they return home. After some TV snacking, he sets the mood
with some soft music, spruces himself (any guesses with
what? – yes with the sexiest, irresistible, ‘AXE’ deo spray).
And the lights go out. (Hey wait a second, I forgot to mention
the extra soft…. ‘Kurlon’ mattress he had recently purchased
thanks to the special Diwali offer). That was Media and
Advertising’s influence for you.

The word advertising originates from a Latin word advertise

which means to turn to. The dictionary meaning of the term
is “to give public notice or to announce publicity”.
Advertising as a term is used by many to cover almost any
topic in the promotional area of marketing. Advertising is a
marketing vehicle that is designed for the masses.

The American Marketing Association defines advertising as

“any paid form of non personal presentation and promotion
of Ideas, goods or services by an identified sponsor.”

Importance of Advertising

Back in 1950s, it was said that doing business without

advertising is like winking at a girl in the dark; you know you
what you are doing, but nobody else does. The message
was: 'Come on, turn on the light, it pays to advertise'. Today,
in this complex world amidst heavy rush or everything,
having a densely crowded scenario of multiple ads even
winking in broad daylight goes unnoticed. Since everyone is
advertising, the idea is to do it with innovation.

Advertising is of immense utility both to large and small

business. There can be no doubt that advertising efforts
would result in creation of additional sales. All forms of
promotion of sale of goods is in one way or the other,
supported by extensive advertising campaign. It is not
possible to imagine survival of any business, which is in the
business of "make and sell" in the absence of advertising
efforts. Advertising has extended its coverage to include
non-business enterprises also e.g.. Public Water Works
advertises the need to preserve precious water and to
cultivate the habit of drinking clean water free from any form
of pollution. Countless illustrations can be provided wherein
non-business enterprises have recognised the importance of
advertising and their use it as a tool to promote ideas and
services.

Advertising is an economic activity and it generates

employment. Thousands of men and women are directly or
indirectly, employed in professional advertising. Advertising
is an economic proposition. People who invest their money in
advertising anticipate positive results. Hence, advertising
must be result-oriented. Every newspaper or magazine
survives on the advertisements that it receives.
Advertisements are definite source of revenue to the
publishers. Because of the advertisements inserted in
newspapers and magazines, they are sold at lower price,
which can be afforded by the public. Advertising is of
paramount importance because it creates better-informed
public by making available innumerable publications at an
affordable price. Considering the response that
advertisements generate, it can be stated that "advertising
does not cost too much".

In older to cut down production cost per unit there is a need

to increase the total sales turnover. When overall sales
increase, production cost per unit is automatically slashed
and more people buy the goods. Apart from towering
production costs, advertising also pays for entertainment
and education through use of media like radio and TV.

Consumer is the king in the market. He cannot be compelled

to buy anything. At the most, he can be persuaded to
patronise a certain brand. It is here that advertising plays a
prominent role.

There is no standard format to be followed to make

advertising liked by every person. Advertising is a creative
field. Individual likes and dislikes determine success of
advertising or its failure. Advertising scores over personal
selling because it provides freedom of choice to the
consumer. Decision to make purchases is independently
arrived at by the consumers. No civilised society can record
constant progress and ensure better standard of living to its
people in the absence of information and education provided
by advertising.

1. Automotive: Mecedes-Benz E-Class

Headline: - Harmony. In heart and soul.

The Mercedes-Benz E-Class is an embodiment of the latest

that automotive engineering has to offer - elegant, safe,
powerful and comfortable. Perfection that is timeless.

Baseline: - The furure of automobile.

Client: - Mecedes-Benz

2. Beverages >> Romanov

Headline: - Vonamor | Romanov

I vonamor everything
I vonamor fame
I vonamor freedom
I vonamor dreams
I vonamor flashbulbs

Company: - UB Group

3. Business Products >> Xerox

Headline: - There's just one problem with today's

paperless office.

Subhead: - Too much paper.

Twenty years after someone invented the phrase 'the
paperless office', it's paper that more companies are
spending more money on. Which is why, Xerox presents the
intelligent way to manage documents. The Xerox WorkCentre
Pro 320. A digital, fully integrated, multi-functional A4/A3
printer and copier in one economical, space saving,
document simplifying machine. Now documents can be
scanned just once, and copied as many times as equired.
And 600 X 1800 dpi, with 256 level of grayscale, guarantee
exceptional digital print/copy results. Pre-loaded with all the
necessary software, the Xerox WorkCentre Pro 320 arrives
ready to print. (Other options include Network printing and
USB support). And with Xerox's Full Service Maintenance
Agreement (FSMA*), you needn't worry about replenishing
cartridges, inventories or annual maintenance contracts. The
Xerox WorkCentre Pro 320. Until the paperless office
becomes a reality, it's the best thing that's happened to the
managing paper.

Baseline: - The Total Document Machine

Company: - The Document Company Xerox

4. Corporate Larsen & Toubro Limited

Details: - For a petrochemical plant: It's heart
For the customer: A world-class reactor.
For industry: Plastics
For China: 'Made in India.'
For us: Imagineering, as usual.

Baseline: - It's all about Imagineering.

Company: - Larsen & Toubro Limited

5. Household Products >> V.I.P.

Headline: - Surprisingly light bags. Bye bye coolies.

Details: - Featured: Zer-G. World's lightest bag*

Durable polypropylene shells
Central combination lock.

Baseline: - Happy journey.

Company: - V.I.P.

6. Fashion and Lifestyle >> DTC

Headline: - Remember when your favourite place to
bring in the New Year, was in her arms?

Details: - Was it years ago?

Or was it just last year?
But when there was a time when New Year's was the
eve of tucking away little surprises for her.
When your sole new resolution was to find a new way
of telling her how much you love her.
You know there was a time when the joy on her face
that one night was enough to make you smile through
the coming year.
Remember those nights? Remember those stars?
Remember that passion? If you do, show her that
passion again. Show it with a diamond.

Baseline: - Pyaar ko lage heere ki umrr

Company: - DTC

7. Textiles and Apparel >> Tamariind

Headline: - What's on your mind is on your body

Subhead: - power flavour

fusion flavour
cool flavour
flash flavour
lounge flavour
flavoursories

Details: - It's time to turn your ideas inside out, from head to
toe. Ideas about who you are, what you wear, and
how. Ideas about life, with 'Total Wardrobe Solutions'
from Tamariind. Treat yourself to Power Flavour, Cool
Flavour, Fusion Flavour, Flash Flavour, Lounge
Flavour and Flavoursories.

Baseline: - The flavour you wear

Company: - Tamariind
8. Financial Services >> Visa

Headline: - Ghumo, phiro, shopping karo.

Subhead: - Cash ke bina aish karo.

Details: - Apne bank account ka power dikhao. Visa Debit

Card chalao.

Visa Debit Card offers you the convenience of not having to

carry cash. Use it to pay for shopping, dining or travelling
and for all your everyday needs. The amount you pay is
directly debited to your bank account, so you don't have to
worry about overspending. Accepted at over 13 million
merchant outlets worldwide, it gives you the power to shop
without cash.

Baseline: - All it takes.

Company: - Visa
9. Food Mother Dairy

Headline: - My ice cream, CRY and Me.

Together, we ensure that all children are
loved and protected.

Details: - Mother Dairy contributes to CRY for every ice

cream you buy. Ensuring children their right to live,
learn and grow, thereby enabling them to lead a
secure and happy childhood.

Company: - Mother Dairy

10. Computers and IT Related >> Windows XP

Headline: - What's a PC without an Operating System?

Details: - No writing. No printing. No mixing. No surfing. No

emails. No downloads. No graphics. No colours. No
animation. No designing. No games. No music. No
movies. Your PC can do nothing without an Operating
System. And when it comes to choosing one, Windows
is the preferred choice worldwide. It lets you do all this
and more in a secure environment. If you are buying a
PC today, insist on genuine Windows to go with it.

Company: - Microsoft
11. Household Durables Blue Star

Headline: - Temperature. Humidity. Electricity bills. All

kept under strict control.

Details: - You needn't worry about an airconditioner bringing

down your bank balance along with the temperature
and humidity. The power-saver compressor in a Blue
Star airconditioner actually saves you 10-15% on
your power bills. The way it consumes electricity,
you'd say it hates the stuff.

Baseline: - Breathe easy

Company: - Blue Star

12. Services >> CRY-Child Relief And You

Headline: - Be part of a new freedom movement for

children. Send a Cry card.

Details: - This year, when you're looking for a greeting card,

pick a CRY card. You'll be part of a movement that
restores children's basic rights to food, shelter,
healthcare and education. Also available: desk
calendars | diaries | telephone & address books |
note books | personal organisers

Organisation: - CRY-Child Relief And You

13. Media >> DNA Sport

Headline: - It's not a game. It's cricket.

Subhead: - DNA Sport World Cup'07

Baseline: - On the stands at 8.30 am. Re.1 only.

Company: - DNA
14. Media >> Radio Mirchi 98.3 FM

Headline: - Doosri ladki pe maari line.

Subhead: - GirlFriend boli "I am fine".

Details: - Mirchi sunnewaale, always khush.

Baseline: - It's hot!

Company: - Radio Mirchi

15. Personal Care >> Dove

Headline: - A refreshing drink for your skin.

Details: - New Dove Fresh Moisture with its uplifting

fragrance of green tea essence and cucumber is the
coolest way to refresh your body. Its 1/4 hydrating milk
gives your skin just the right amount of moisturization
it needs in the summer. So, don't be surprised when
every inch of your body yearns for more.
Baseline: - Don't scratch, just scrub

Comapny: - HLL

16. Childrens Products >> Cerelac

Headline: - Now 100g more Cerelac. At no extra cost.

Details: - Now with every 400g refill pack of Cerelac Wheat

and Cerelac Wheat-Apple,you'll get 100g more--balanced
nutrition for your baby to remain healthy and active. Active
enough to do... more.

Company: - Nestle
17. Pharmaceuticals >> Chyawanprash

Headline: - Why does your wife need Dabur

Chyawanprash?
Try living a day in her life.

Details: - If you feel your wife doesn't need Dabur

Chyawanprash we have a suggestion for you. Try living
a day in her life. That would involve waking up the
earliest in the morning, getting your children ready for
school, preparing their tiffin- and yours as well,
helping them in their homework, taking care of the
house and then preparing dinner. Phew! That doesn't
sound easy. That's why she would require Dabur
 Chyawanprash, a gift of Ayurveda, increases 'Androoni
Shakti' and keeps common ailments at bay. At the
same time, it gives strength and stamina. It contains:
Amla: One of the richest source of Vitamin C, Amla
increases our immunity against common ailments.
Karkashringi: Guards against recurring common cold
and cough. Bala: Provides strength to the body and
helps fight weakness. What's more, Dabur
Chyawanprash has healthy mix of many other herbs
that immensely benefit the young and old alike.
Surely, now you know why your wife needs Dabur
Chyawanprash. Right?

Baseline: - Zaroorat Hai!

Company: - Dabur

18. others :- Asian Paints Royale

Details: - A friend. A comrade. The brother I never had.
Through sunshine and storm I kept my calm.
Eight notes to the rescue. Like a soothing touch.
Day and night my tireless fingers carried on.
And in return I was the caring one.
Sheltered it like a newborn every time.
Eighteen years on my shoulder it rested.
Eighteen years on its shoulder I rested.

Life's most treasured possessions deserve an equally

treasured wall. Royale Luxury Emulsion. A wall-paint
with a smooth coat, perfect sheen and richest colours
that last as long as your memories.

Baseline: - Some things in life deserve a Royale wall.

Company: - Asian Paints