NULM_RSA - Advertising Time: 60 minutes

Resources to be used  Power point presentation

 Participant handbook

Introduction

Course NULM_RSA

Module Advertising

Screen

 Show slide 1
Do
 Click and let the images appear.

Ask So, what do you think these are? What do they do?

Advertisements - They tell us what options we have when it comes to

Intended Response
buying products and services.

Advertising has been an integral part of marketing a product. Not only

do these ads carry a lot of information about different products in the
Say market and their benefits, but they also involve a lot of creativity
when it comes to their presentation. They also tell us about different
services that are available in the market.

We are surrounded by advertising. Everything is advertised in

Click and Say (WIIFM) today’s world. Learning about advertising helps gain knowledge
about marketing of a product.

At the end of the module you will be able to:

Say (Objectives)  State the importance of advertising.
 Identify different ways of advertising.

Main Content

Do Show slide 2

 Click and say - Advertisements communicate information

about products, services or ideas. They are usually done
creatively so that customers remember the products.
 Click and say - It is non-personal i.e. a common message is
Say
sent to everyone who sees the ad.
 Click and say - It is ‘paid for’, which means that the cost of
creation of the advertisement has to be borne by the
company selling the product.
 Do Show slide 3.

Let us take a look at the history of advertising

 Click and say - The early Egyptians used papyrus and wall
posters to make commercial and political messages. This
was found in ancient Rome and China as well. In fact, this
is a trend that is quite visible in many countries in Asia,
Africa and South America.
 Click and say - In Europe, during the middle ages, towns
grew but education did not. To advertise services of
cobbler, blacksmiths or tailors, images were used instead
of written words. E.g. Cobblers –boot, tailor – suit.
 Click and say - By the 18th century, advertisements started
to appear in weekly newspapers. These were mainly used
Say
to promote books, newspapers & medicines.
 Click and say - 19th century onwards advertising started to
develop into a form we know now. London’s Thomas J.
Barratt who was working with the Pears Soap Company,
created an effective advertising campaign which used
targeted slogans, images and phrases. “Good Morning.
Have you used Pears soap?” - This was a very popular
slogan through the 19th century.
 Click and say - 20th century onwards psychology became
associated with advertising techniques. One of the
pioneers for this was Edward Barneys who propagated the
idea that human instincts can be targeted and harnessed.

Do Show slide 4

(Click and ask) Why do you think we need these ads? Why do these
brands spend so much on advertisements? How do you think these
Ask ads help the retail industry in turn?
(You can hold a discussion round with the students on this if time
permits.)

Intended Response They tell a lot about the consumer’s choices in the market.

Correct.
 Click and say - Advertisements help promote products and
create an awareness regarding goods and services.
Say  Click and say - Every brand in the world uses some kind of
promotion or advertising. Without advertising, companies
and brands will not be able to survive in a competitive
market.

Do Show slide 5

Say  (Click and say) Television Ads

 (Click and say)n Newspaper Ads
 (Click and say) Hoardings
  (Click and say) Human Billboards
 (Click and say) Skywriting
 (Click and say) Internet Ads
 (Click and say) Public Transport

Do Show slide 6

Having seen the types, let us look at the broad classification of

advertising.
 Click and say - We will start with print advertising. This
Say
includes newspapers, magazines, flyers etc. that is in the
portable, printed medium. These are ads that reach people’s
homes or they can carry with themselves.

Almost all ads are printed. But the classification of print advertising
applies to those ads that are portable. Therefore, advertising through
newspapers, magazines and flyers is considered print advertising. On
Note for the Trainer
the other hand, huge banners and hoarding, which are also printed,
do not fall in this category. They fall in the category of outdoor
advertising.

Do Show slide 7

Another classification is broadcast advertising. This includes radio or

Say television programme or transmission. Many also include the internet
in this category. Any ad that requires some form of recording

Do Show slide 8 (Click and let the images appear).

Ask Do you know these films?

Yes. One is Bodyguard and the other is Rocket Singh: Salesman of the
Intended Response
Year.

You might remember seeing these images in these films. From a very
long time, the advertising industry, world over, has been placing
products in films and television programmes.
Click and let the circles appear highlighting the products. As you can
Say see, Kareena Kapoor’s character is carrying a Sony Vaio laptop and
Ranbir Kapoor’s character is riding a Scooty Pep+. This way, these
products get viewed surreptitiously by millions of film goers. This is
quite common with soft drinks, cars, chocolates, electronic gadgets
etc. This mode of advertising is done by product placement.

Do Show slide 9

(Click and let the images appear). Outdoor advertising is done in large
Say canvases and creativity plays an important role here. Large hoardings,
banners, human billboards are a part of outdoor advertising.

Do Show slide 10
 Let us take a quick look at a new trend in outdoor advertising.
 (Click and let the first ad appear). As you can see, these are
very interesting ways in which the ads have been placed. We
have an image of a drill machine just above a tunnel. This
gives an impression as if the drill machine created the tunnel.
 (Click and let the second ad appear) Or the second ad that
has a large cut out of a boy looking down at traffic as if
Say playing with ‘funwheels’.
 Guerrilla advertising or marketing has become prominent
over the last 20 years. It is a broadly used term for anything
unconventional.
 It usually invites the customer to participate in the ad in some
way. Therefore, the location is very important.
 What is important here is not a large budget but an
innovative idea and creativity.

Do Show slide 11

Let’s take a look at some of the benefits of advertisements for the

customer:-
 Click and say - Inform the customer about lower prices.
 Click and say -Inform us about the differences in quality.
Say
 Click and say -Tells us about options that best fit our
individual tastes and values.
 Click and say -Inform us about options that best suit our
lifestyle.

 Show slide 12
Do
 Click to let the animation appear

Ask What do you think these are?

Intended Response Offers and Discounts.

Excellent. These are different kinds of offers or in other words

promotions of products that we come across while shopping or even
when we find products displayed in shopping areas. This is because,
along with advertising promotions are extremely important to gain
customer attention.
 (Click and say) Promotions are special offers that companies
Say provide to create awareness about their product in the
market.
 (Click and say) Offering free samples is also a promotional
method used to create a customer base and gather necessary
feedback.
 (Click and say) Reward programmes are also used by retail
stores to get more repeat customers.

Do Show slide 13

Say While planning promotions of different products, the retailers must

 consider the following three elements of promotion.
 (Click and say) Product: First the retailer should consider
whether the product will appeal to the customers at that
particular time. As for example, if during the monsoon you
give offers for woollens, it will obviously make no sense to
the customers, because they won’t need woollens at that
time of the year. Rather, they would be more interested if
you give offers on raincoats, umbrellas, rubber-textured
shoes etc.
 (Click and say) Price:
 Now while giving offers on prices of the products,
like a discount of 25%, 50% etc., the retailer should
cross-check whether the promotional price that they
are offering is visible enough to the customers. They
need to be properly displayed and advertised well so
that the potential customers are made aware of the
offers.
 Also, it is very important to consider whether the
offer that they are giving has been priced
competitively, that is whether the offer gives them
an extra advantage over other competing brands.
 (Click and say) Placement: Along with the visibility and
competitiveness of the promotion of the products the retailer
must be careful enough while placing the promotional
products at right places. This will ensure whether the
customers are getting the intended message.

Test

Do Show slide 14

 Businesses can survive in this competitive market without

advertising.
 True
Say  False
 Advertisements inform the customer about lower prices
 True
 False

Do Show slide 15

 Advertisements do not promote products.

 True
 False
Say
 Magazines and Newspapers come under Print Advertising.
 True
 False
 Summary

Do Show slides 16 and reiterate the points