Advantages of Advertisements: Definition: Advertising Is A Means of Communication With The Users of A Product or Service
Advantages of Advertisements: Definition: Advertising Is A Means of Communication With The Users of A Product or Service
Advantages of Advertisements: Definition: Advertising Is A Means of Communication With The Users of A Product or Service
Advertisements are messages paid for by those who send them and are intended to inform or influence
people who receive them, as defined by the Advertising Association of the UK.
Description: Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television, print
(newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people
(endorsements).
The advertising industry is made of companies that advertise, agencies that create the advertisements,
media that carries the ads, and a host of people like copy editors, visualizers, brand managers,
researchers, creative heads and designers who take it the last mile to the customer or receiver. A
company that needs to advertise itself and/or its products hires an advertising agency. The company
briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so
on. The agencies convert the ideas and concepts to create the visuals, text, layouts and themes to
communicate with the us
Latin, ad vertere means "to turn toward".[1] The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or successful. Advertising messages are usually
paid for by sponsors and viewed via various old media; including mass media such as newspapers,
magazines, Television, Radio, outdoor advertising or direct mail; or new media such as blogs,
websites or text messages.
advantages of advertisements
The advertisement informs the consumer about qualities and price of goods and this makes
purchasing easy for the consumers.
As the prices are already advertised, the consumers cannot be over charged.
By regular advertisement, the manufacturer can sell the goods directly to the consumers
without depending on middlemen this eliminates the Middleman's charges and profit. It means higher
profit to the manufacturer and lower prices to the consumers.
The consumers are attracted by the quality of the products that are advertised. If the
consumers are convinced that the quality is the same that is advertised, they continue buying.
It helps the consumer to save time. As the consumer has already been the consumer is not
required to spend time in getting the products.
It provides knowledge about the new designs of the commodities to consumers and thus
consumers consume those commodities and increase their living standard.
Disadvantages
Your ad has to compete against the clutter of other advertisers, including the giants ads run by
supermarkets and department stores as well as the ads of your competitors
Expect your ad to have a short shelf life, as newspapers are usually read once and then
discarded.
You may be paying to send your message to a lot of people who will probably never be in the
market to buy from you.
Newspapers are a highly visible medium, so your competitors can quickly react to your
prices
With the increasing popularity of the Internet, newspapers face declining readership and
market penetration. A growing number of readers now skip the print version of the newspaper (and
hence the print ads) and instead read the online version of the publication.
five fmcg advertisementsCoke:The Coca-Cola Company re-entered India through its wholly owned subsidiary, CocaCola IndiaPrivate Limited and re-launched Coca-Cola in 1993 after the opening up of
the Indian economy to foreign investments in 1991.Apr 28, 2014
Advertising agency Wieden + Kennedy was working on brands within The Coca-Cola
Companys extensive portfolio when Schunker approached them. He recalls his first
encounter with creative partner Dan Wieden. He said to me, Look Im not pitching for
the Coke business, Im just interested in the brand. Youve got to go back to what it
stands for and thats simple goodness.
While many clients would bristle at direct criticism of their brand, Schunker agreed with
Wiedens assessment. He offered the agency the advertising account but Wieden and his
team were wary. We thought Cokes management would never agree to the kind of
creative work we thought they needed, says Hal Curtis, creative director at Wieden +
Kennedy. And we didnt want to compromise.
Background: Pepsi has been a winner when it comes to advertising. It talks to the youth
and taps the pulse of the generation. Whether it was Yehi hai right choice baby, Change
the game or Oh yes abhi, Pepsi has always connected with the current trends. But Pepsi
never tried to promote any social changes or dig deep into the subjective alteration of
contemporary urban societies but always focused on two most important parameters; they
chose the right celebrities and wrote the perfect taglines! So, as Pepsi was losing to other
beverages in the market, it changed its philosophy of designing a campaign without
compromising on the ad attributes. The Oh yes abhi campaign was meant to target the
youth known for its impatience but with a positive attitude. They made impatience a
virtue!
Challenge: Today fashion, fast food, automobile, beverage, mobile brands and many
others are all fighting for the youths share of mind, heart and wallet. In this fight, the
iconic brand was dipping on youth scores.
Pepsi was
a. Not connecting specifically with the youth as a tribe but instead being more universal
& all-encompassing
b. Moving from young & irreverent to kiddish and frivolous
The concern was the fact that Coca Cola Indias top brands Sprite, Thums Up and Coke
were focusing on the youth in messaging and positioning. This wasnt a case of market
share being challenged this time; what worried Pepsi was that in a category like Cola
(where image is everything) losing youth salience to other marketers spelled trouble.
The Big Idea:
While Thums Ups world was
of hyper-masculinity (body),
Coca Colas about happiness
(heart), and Sprites was of
mental smarts (mind), Pepsi
decided to own the bold
irreverent Spirit of youth by
making impatience a virtue!
Strategy: Pepsi carried out a series of research throughout 2012 to understand the pulse
of the Youth that showed:
a. The young believe that the present is exciting and acting Now leads to a better Next
b. Today, a surfeit of opportunity to experience life has created an increased Fear of
Missing Out thereby fuelling the need to Make the Most of Now.
Now, Brand Pepsi had to make the most of this phenomenon. In India, Pepsi has been its
best whenever the brand challenged an existing order or an existing convention,
whenever the brand gave a license to the youth gave them a mantra to live by.
So, while the youth are impatient to make the most of now and the adults frown at their
restlessness, Pepsi sided with the youngsters and chose to stoke this cant wait attitude!
Execution:
Creating a New Youth Anthem
Pepsi created an Anthem for a TV Commercial OH YES ABHI that aired across
multiple youth and general entertainment channels. The TVC used celebrities like Ranbir
Kapoor, Priyanka Chopra, M.S. Dhoni as well as regular youngsters to show how ones
impatience to act now and following ones heart helps make the here and now exciting.
Celebrities were carefully chosen to be the ones who had achieved a lot early in their
respective careers and with their bold, dynamic all-new look. NOW was dazzlingly
captured.
Pepsi wanted to evoke urgency for NOW through digital where the target audience
resides. With a series of contests and conversations, it encouraged people to act Now!
1. #CANTWAITABHI: It asked people to show their impatient side by telling what was that they cant
wait to do using #CantWaitAbhi on Twitter. All impatient wishes were curated in a virtual Pepsi bottle
on our microsite. Pepsi made the most impatient users wishes come true.
2. PEPSI MUSIC ABHI: Indias first on-demand online concert engaged music lovers across the nation
3. PEPSI SHOT 60: Make the most of your impatience! Pepsi Shot 60, the shortest short-film making
competition, gave users 24 hours to shoot, edit and submit a 60 second film.
.3.colgate-
Colgate's long history of strong performance comes from absolute focus on our core
global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. This has been
combined with a successful worldwide financial strategy. Around the world, Colgate has
consistently increased gross margin while at the same time reducing costs in order to fund
growth initiatives, including new product development and increases in marketing
spending. These, in turn, have generated greater profitability.
Colgate managers around the world are dedicated to increasing market shares in all our
core businesses. Colgate has achieved global leadership in toothpaste, hand dishwashing
liquid, liquid hand soap and specialty pet food.
Frequency of Impact of Celebrities Appeared In the Advertisements in
Different Brands of Toothpaste on Consumers Buying Behavior Table 8.
Response Category Frequency Percentages Strongly Agree 20 33.3 Agree 17
28.3 Neutral 4 6.6 Disagree 11 18.3 Strongly Disagree 8 13.3 Table-8
shows that as a whole about 61.6% of the respondents were mostly
influenced by the celebrity appeared in an advertisement and 31.6% were
not influenced by personality used in the advertisement whereas 6.6% of
respondents were neutral. Frequency of Impact of Keywords/Caption or
Slogan on Consumers Buying Behavior Table 9. Response Category
Frequency Percentages Strongly Agree 17 28.3 Agree 19 31.6 Neutral 8
13.3 Disagree 9 15 Strongly Disagree 7 11.6
Marketing strategies
A perfect marketing strategy is required to increase sales and generate maximum output.
Such a strategy which is used to capture a particular niche in consumer market is known
as marketing strategy. Colgate had a good marketing of it products in more than 200
countries under such brand names which are internationally recognized like Ajax, Colgate
and Palmolive etc. Out of all these brands Colgate Palmolive is their leading brand and is
focusing on various products like household care, oral care, personal care and the list is
never ending. Because of their powerful marketing and advertising strategies their
revenues are constantly increasing. Colgate had spend a lot of money in advertising their
product via TV ads, Magazine ads and endorsements etc.
Not only promotional posts are a part of their Facebook page but they also have many
informational posts which enable consumers to know more about their oral health.
Twitter: Like Facebook they have got a huge fan following on Twitter also. Colgates
follower list had crossed a count of 35.9K people. This can give you an idea about their
impact on social media world.
Talking about the tweets, they are more frequent as compared to Facebook. Near about
one or two posts after every one or two days. This can also be reason behind maintain the
interest of people on their Twitter page.
It would not be a wrong statement to make that Colgate have used social media platforms
quite well in order to increase their reach to people. In terms of marketing their product,
they have left no stone unturned and the success of their brand narrate the story of their
perfect implementation of strategies.
Colgate is a well established market oriented brand providing their services in more than
200 countries. The management of business and consumer market is very effective and is
also a very important factor behind their success. They know the ways to attract more and
more consumers via their marketing strategies and also know it quite well as how to make
and keep them happy. They have proved the superiority of their brand in international,
consumer and business market and are constantly making efforts to achieve more and
more.
4.LuxLUX is a global brand developed by Unilever. The range of products includes beauty
soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as
Sunlight Flakes laundry soap in 1899.
In 1925, it became the first mass-market toilet soap in the world. It is noted as a brand
that pioneered female celebrity endorsements.
As of 2009, Lux revenue was estimated at 1 billion, with market shares spread out to
more than 100 countries around the globe.
Today, Lux is the market leader in countries
like India, Pakistan, Brazil, Thailand and South Africa[1]
Developed by Unilever, Lux (soap) is now headquartered in Singapore.
THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH TELEVISION ADVERTISEMENTS ON
INTRINSIC MOTIVATION OF PURCHASE INTENTION Balachandran Sarangan
(b.sarangan88@gmail.com) ABSTRACT - Celebrity endorsed advertisements
are playing a vital role in changing the consumers perception and also
the consumption pattern of the society in general. Celebrity endorsement
is extensive, nevertheless there is a limited study on the celebrity
endorsement. This conceptual paper makes an important contribution to
fill the existing gap in the literature and identify the role played by
celebrity endorsement in the creation of intrinsic motivation of
consumers purchase intention created through television advertisements.
Therefore this study examines the relationship between the impact of
celebrity endorsement through television advertisements in the creation
of intrinsic motivation of consumers purchase intention in relation to
Lux with special reference to Manmunai North Divisional Secretariat
of Batticaloa District(MNDS). While both the variables individually have
high level attributes, the Pearsons correlation analysis explores a
positively significant linear relationship between impact of celebrity
endorsement through television advertisements on consumers intrinsic
motivation. Key words: Celebrity endorsement; attractiveness; expertise;
trustworthiness; familiarity; intrinsic motivation; perceived value;
perceived risk and perceived quality. 01. INTRODUCTION 1.1. Introduction
and Background of the Study Advertising is the most common and effective
tool in creating awareness and convincing customers about the brand
name. There are various types of advertising and one of the most common
current advertising forms is celebrity endorsement advertising. The
practice of celebrities being used for rendering services other than
performing their actual job as either an actor or an athlete, such as
endorsements has proliferated over time. Marketers spend enormous
amounts of money annually on celebrity endorsement contracts based on
the belief that celebrities are effective spokespeople for their
products or brands (Katyal, 2007). Despite the cost and the risks
involved with this technique of advertising, it is been used quite
extensively in the present era. The instrument of celebrity endorsement
has nowadays become a pervasive element in advertising and communication
management. Due to the globalization, Sri Lanka attracts many overseas
and international companies to enter into its market. In Sri Lanka, most
of the consumer goods are endorsed by artists, Film stars, singers,
cricketers or athletes. Companies, civil society organizations and
government agencies spend billions of money annually placing one form of
advertisement using celebrities in the media more specifically through
the television advertisements in Sri Lanka. Celebrity endorsements can
trigger the purchase of cosmetic products rather than other Fast Moving
Consumer Goods (FMCG). In the cosmetic industry of Sri Lanka, Lux has
achieved the number one position among the beauty soaps with more than
85% of households purchasing Lux.
(http://www.unilever.com.lk/ourbrands/detail/Lux/324471/, retrieved 1707-2014). From its inception in Sri Lanka Lux has been using worlds
leading celebrities as well as Sri Lankan celebrities. 1.2 Problem
statement In Sri Lanka, television advertisements are highly used for
celebrity endorsements rather than other forms of the advertisements.
More specifically, In Batticaloa district comparing with other
divisional secretariats, MNDS is an urban area and most of the people
are having televisions with cable connections or dish antenna
connections and they spend more time with television. Therefore, this
200 200 200 Standard Error of Mean 0.03079 0.03475 0.03275 0.03286
0.02681 Z Value at 95% confidence 1.960 1.960 1.960 1.960 1.960 Lower
Limit of Mean (3-1.96x) 2.940 2.932 2.936 2.936 2.947 Upper Limit of
Mean (3+1.96x) 3.060 3.068 3.064 3.064 3.053 Decision Attribute HL HL
HL HL HL International Journal of Engineering Research and General
Science Volume 4, Issue 1, January-February, 2016 ISSN 2091-2730 534
www.ijergs.org MNDS of Batticaloa district. They have the mean value
3.8933, 4.5238, 4.0525 and 4.4083 respectively (see Table 2). In
addition, most of the respondents have expressed the common opinion
toward the dimensions of celebrity endorsement for Lux through
television advertisements in MNDS of Batticaloa district (Standard
Deviation is 0.43540, 0.49151, 0.46321 and 0.46477).
Lux has focused on wide promotions most of which has been short lived. Apart from tagging
itself as a beauty brand made for the stars, it has even designed short term promotions for sales.
One of the famous ones being:
The Lux Gold Star Offer This was one of the popular promotions which offered gold coins
in few selected soaps.
Star Bano Aish Karo This offer gave a chance to few lucky winners who got a chance to live
a day like Aishwarya Rai with gift offers worth Rs.50,000 from Shoppers Stop and beauty
makeover by Michelle Tung and Neeta Lulla sarees (Aishwarya Rais favorite stylist and
designer). The bumper prize was dinner date with Aishwarya Rai herself and later in 2009 the
same offer changed into a dinner date with Aishwarya Rai Bachchan and Abhishek Bachchan
together.
Har Star Lucky Star- This came at the time when Shahrukh Khan was aired in Lux
advertisements when the brand had finished 75 years of stardom. In this offer, selected lux soap
packets had stars printed with number 75 inside the wrapper. The lucky winners got the
opportunity to avail free supply of Lux soaps for a year.
Recent Advertisements
Katrina Kaif has been roped in to become the brand ambassador of Lux lately. In the most
recent advertisement of July,2012 which stars both Katrina Kaif and Shahrukh Khan in the
campaign. They endorsed two variants of the Lux soap Lux Peach and Cream and Lux
Strawberry and Cream. The fragrance of the new Lux soap stands for love and sensuality and
the ad uses the slogan Bekaboo. The ad was made to be promoted at the time when both
Shahrukh Khans and Katrina Kaifs movie was about to be released.
The very fact that right from Devika Rani onwards every film star from Indian film industry has been
starring in the advertisement , has perhaps made it a must-do thing. Every aspiring starlet has been
making it her career goal to appear in the Lux ad. In that sense it has become a kind of a benchmark
for success and a way of announcing her arrival in the industry.
Devika Rani may have been one of the foremost stars of early talkies cinema but in 1941 the
distinction of being the first Lux model went to her contemporary, Leela Chitnis.
Lux can be seen as one of the earliest forms of celebrity endorsements. The vast majority of actresses
who appeared in the Lux advertisements were drawn from the Bombay film industry. As a product,
however, that reached the entire country, regional advertising was critical to the success of Lux. Thus
well known stars of Bengali, Tamil, and Telegu cinema also regularly found place in Lux
advertisements in Filmfare.
The Lux campaign was a product of complex negotiations between advertisers and the industry,
between stars, their publicists or agents, secretaries and producers. Its success was predicated on the
fact that it was mutually beneficial to all these players.
Stars actively solicited the Lux campaign. At a time when film journalism was not as prolific as it
became later, Lux was probably one of the best ways for the stars to get publicity outside of big urban
cities and towns. Levers advertised throughout the year and its adverts traveled all over the country,
printed not just in magazines but on soap wrappers, boxes, in posters and on billboards. Like
autographed postcards, Lux with its signed endorsements could be seen as a form of circulating star
portraiture but with a much wider reach.
Moreover the stars looked their best in these pictures as their portraits were taken by skilled
photographers. Worked on by equally skilled artists, in later years they involved stylists and makeup
artistes to create the glamorous star persona of Lux. Lux campaign was the company acknowledging
that the actress had become a star and the star saying thank you.
This prolific campaign was possible because stars did not get paid for an appearance in the initial
years. For the film producers, the campaign worked as free publicity for their new productions. By the
late fifties the advertisements would feature information about the name, production credits and
costume of the current film that the actress endorsed.
By the 1970s Lux seemed to have lost its exclusive edge with competition from various other brands.
Photographic advertising would eventually turn other kinds of faces into celebrities, but Lux toilet sap
continued to remain faithful to its cinematic subjects.
5.tideTides are the rise and fall of sea levels caused by the combined effects of the
gravitational forces exerted by the Moon and the Sun and the rotation of the Earth.
The times and amplitude of tides at a locale are influenced by the alignment of the Sun
and Moon, by thepattern of tides in the deep ocean, by the amphidromic systems of the
oceans, and the shape of the coastline and near-shore bathymetry (see Timing). Some
shorelines experience a semi-diurnal tide - two nearly equal high and low tides each day.
Other locations experience a diurnal tide - only one high and low tide each day. A "mixed
tide"; two uneven tides a day, or one high and one low, is also possible.[1][2][3]
Tides vary on timescales ranging from hours to years due to a number of factors. To make
accurate records,tide gauges at fixed stations measure the water level over time. Gauges
ignore variations caused by waves with periods shorter than minutes. These data are
compared to the reference (or datum) level usually calledmean sea level.[4]