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 Introduction

The word advertising originates from a Latin word advertire,

which means to turn to. The dictionary meaning of the term is
“to give public notice or to announce publicly”

Advertising may be defined as the process of buying sponsor-

identified media space or time in order to promote a product or
an idea.

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 HISTORY OF ADVERTISEMENT

 In 1704 the first newspaper advertisement, an

announcement seeking a buyer for an oyster in
Long Island Estate was published in Boston News
Letter.
 The first radio commercial was on August 28, 1922
in WEAF, New York for Queensboro Real Estate
Corporation.
 The world’s first Television Advertisement was
broadcasted in July 1, 1941 by watchmaker
Bulova on New York station before a baseball.
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 Definition

“Any form of non-personal presentation or promotion of

ideas, goods or services, by an identified sponsor.”
The American Marketing Association,

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 NEED OF ADVERTISEMENT

It enables the customer to compare a choose from the

product and the services available.
It helps to manufacturer to communicate to an audience
whether to sell a product or promote a cause of social
welfare.
Advertising stimulates increase in production and
consequently generates more employment.
Advertising is an essential and integral to the marketing
system.

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 KEY OF DEVELOPING ADVERISING PROGRAM

1. Setting Advertising Objective

2. Setting Advertising Budget
3. Developing Advertising Strategy
a) Message Decision
b) Media Decision.
4. Evaluating Advertising Campaigns

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 SETTING ADVERTISING OBJECTIVE
It is a specific communication task to be accomplished
with a specific target audience during specific period of
time.
It should be based on past decision, target market
marketing mix which define the job that advertising must
do in the total marketing program.

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 POSSIBLE ADVERTISING OBJECTIVE
 INFORMATIVE ADVERTISING:
 It tell the market about a new product, suggesting new
uses for product, informing the market of a price change
or explaining how product works.

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 POSSIBLE ADVERTISING OBJECTIVE
 PERSUASIVE ADVERTISING:
 It building brand preference ,encouraging switching to your
brand or changing customer’s perception of product
attribute.

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 POSSIBLE ADVERTISING OBJECTIVE
 REMINDER ADVERTISING:
 Remind the consumer that particular product will need in
future & where to buy it.

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 SETTING THE ADVERTISING BUDGET
Advertising budget depends upon its Stage in Product Life
Cycle & Market Share.
Common method for setting advertising budget are
I. Affordable method.
II. Percentage of sale method.
III. Competitive-parity method.
IV. Objective & task method.

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DEVELOPING ADVERTISING STRATEGY
Advertising strategy has two element
i.e Creating Message & Selecting Media.

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 CREATING ADVERTISING MESSAGE:
 Advertising can only get succeed if advertisement gain
attention & communicate well.
 The first step of creating advertising message is to decide
what message has to communicate to customer.
 Effective Message strategy begins with identifying
customer benefit that can be used as advertising appeals.
 Advertising message may be visualization or a phrase.

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 SELECTING ADVERTISING MEDIA

The major steps in media selection are

I. Deciding on reach, frequency & impact.

II. Choosing among major media type.

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 EVALUATING ADVERTISEMENT
While evaluating advertising we evaluate both the
Communication effect & Sales effect.
 COMMUNICATION EFFECT:
 It tells weather ad communicate the message well or not.
 It can be measure how the ad affect consumer recall or
product awareness, knowledge & preference.
 SALES EFFECT:
 By measuring by what sales is caused by ad.
 Sale effect of advertisement is very hard to measure
because sale is affected by many factor.
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 PROSS & CONS OF MEDIA TYPE
 NEWS PAPER:
 It has flexibility, timeliness, good local market coverage,
broad acceptability & high believability.
 But it has short life, poor reproduction quality & small
pass-along audience.
 TELIVISION:
 It has good mass market coverage, low cost per exposure,
combine sight, sound, & motion.
 But hs high absolute cost, fleeting exposure & less
audience selectivity.
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 CONTINUE..
 RADIO:
 It has good local acceptance, high geographical &
demographic selectivity & has low cost.
 But has audio only, Fleeting exposure, low attention.
 MAGAZINE:
 It has high geographical & demographic selectivity, high
quality reproduction, long life & good pass-along
readership.
 But has long purchase lead time, high cost & no guarantee
of position.
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 CONTINUE..
 OUT DOOR:
 It has flexibility, high repeat exposure, low cost, low
message competition & good positional selectivity.
 But has little audience selectivity & creative limitation.
 DIRECT MAIL:
 It has high audience selectivity, flexibility & allow
personalization.
 But relative high cost per exposure & problem of junk
mail.

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 Pross of Advertising
1. Stimulate Production
2. Stimulate National Income
3. Employment Opportunities
4. Commercialization of Inventions
5. Informative
6. Mass Production and Mass Distribution
7. Educative Value
8. Adaptive Value
9. Improved Standard of Living
10. Entertaining Value

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 Cons of Advertising
1. High Price to Consumers
2. Fraud to Customers
3. Erotic, Unrealistic and Exaggerated
4. Creation of Monopoly
5. Company-oriented
6. Impulsive Buying
7. Source of Confusion and Stress
8. Irritation by repetitive advertisment

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Case Study

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 Mentos – Deemag ki Batti jala de
Generally it is quite difficult to design a creative ad campaign
for normal sweet peppermint. This kind of product requires
different positioning and smartness. Many peppermint brand like
parle mangobyte, poppins, pan pasand etc in the market too
have to follow the same strategy, but in terms of creativity and
positioning ( Deemag Ki Batti Jala De) Mentos becomes unique.

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The ad campaign was designed by Ogilvy & Mather. it starts with
entry of a students in the class room when professor has already
started lectures. He punished the late comer student and told
him to stay out side the class room.

On the next day after taking mentos being smart student enters
the class by taking back steps. The professor stops him for
leaving the class and order him to sit down. Afterwards, the
same smiled to the beautiful girl and message came, “ Deemag
ki Batti Jala de “

O & M designed an innovative ad with creative humour touch.

The shooting was done at Sophia college, Mumbai, and the ad
received good response from the market. 24
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 Question
• Which skills are needed for creating such an innovative Ad
campaign ?

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Skills Required for Innovative Ad.
Listening
Time Management
Persuasion
Decision Making
Patience
Money Management
Problem Solving
People Skills
Creativity
Team work

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CASE STUDY

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 ABOUT FEVICOL
The Fevicol story began in 1959, when the Parekh Group
floted Pidilite Industries to capitalize the potential market
for synthetic resin adhesive in India.
Competitors :
 Araldite
 Bondtide
 Locite
 Dendrite
Company decided to enter in to retail market with
collapsible tube & with different packaging for different
segment of customer.
The first product line extension was a 30 gram collapsible
tube in 1970 for student, professional & educational
institution.
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 CONTINUE…
Fevicol is marketed in 54 countries worldwide.
In India alone it is available at over 60,000 stores across the
country.
Fevicol is ranked amongst the most trusted brands in India.
It was ranked No. 1 in the Household Care segment of the Most
Trusted Brands in India for 2007-08 by Brand Equity
The market segment of Fevicol includes
 Carpenters
 Interior designers
 Architects
 Dealers

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 ABOUT AD OF FEVICOL
One of the main reason for Fevicol’s popularity is the
creative marketing strategy created by Ogilvy & Mather.
F e v i c o l advertisement over the year have always
been remembered.
Ex- Right from Bob Cristo wrestling with a chair made of
Fevicol to a politician who is glued to his chair or to the
hen laid unbreakable egg, or overflowing bus which refuge
to fall apart.
Fevicol advertisement always connect people with humor.

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 CONTINUE..
 Connecting with carpenters:
 Over the year Fevicol has introduced a series of programs
for carpenters.
 Fevicol introduce Fevicol Furniture Book which showcased
furniture design which enlighten the carpenters on new
design & also help in building awareness for the brand.
 The Fevicol Champion’s club (FCC) was another initiative
introduced by company. It served as platform for
carpenters to increase their social interaction.
 Company start sponsoring activities to build relation with
families of the carpenters.

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 CONTINUE..
 Connecting people with humour:
 The creative strategy that Oglivy & Mather has employed
for Fevicol is “to make bonding a fevicol attribute” & its
advertising has used humour to convey this meaning.
 Catch phrases from popular Fevicol TV adds like “Dum
laga kar haisa Zor laga kar haisya”, “Fevicol ka majboot
jodh hai tootega nahi” and “Pakade rehna chhodana
nahi” all this has humour in background.

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ADVERTISING BY FEVICOL OVER THE YEAR

Man’s shadow refusing to follow him as it gets

stuck to a Fevicol logo.(2000)

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 CONTINUE..
Ad on Kashmir issue(2010).

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HINDU MYTHOLOGY

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POLITICS

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 CRICKET

“ Cricket hi to hai desh ka Fevicol ”

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POPULATION

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And One
More

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BOLLYWOOD

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ADVERTISING STRATEGIES OF FEVICOL

HUMOROUS
MEMORABLE
ENTERTAINING
CONECTION WITH COUNTRY

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 High recall value of Fevicol reflects that the advertising
expense made by organization has will covered human
mind space.
Excellent advertising strategies of fevicol made the brand
as most recognizable brand.
54% of the customer make their purchase decisions on the
basis of advertisements.
Advertising helps at large extent in influencing the
prospect for generating first purchase of product.
In Ads of Fevicol the natural activities are linked with
unnatural sequences, that lead to have word-of-mouth-
marketing of product and a remarkable amount of sales is
ADVERISING STRATEGY

generated through this. 45

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 Fevicol is known to make advertisements and ad
campaigns that are grounded and which depict India’s true
essence through simple ideas. The recent advertisements
of Fevicol Marine and Raksha Bandhan have failed to
accomplish this.

According to us, they should stick to the formula that has

worked well for them for over the years. which is humor and
simplicity, unless they have something revolutionary.

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The brand has done exceptionally well in all spheres, such as, brand
activation, television commercials, CSR activities and has had brilliant
marketing strategies.
Their presence in print has been comparatively less. Their print
ads have been remarkable nonetheless. The earlier ads (India map and
Tree ads) had a mass appeal but the newer ones (Magnets and Cut
Copy ads) although extremely witty fail to be understood by the not
so educated consumers in the country,

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 REFRANCE
Kotler, Philip, Keller, Kevin Lane, Koshy, Abrahan, & Jha,
Mithileshwar. (2009). Marketing Management (13th ed.).
Dorling Kindersley: pearson education in south Asia.
< http://www.academia.edu/8267158/Fevicol_Final >
< http://www.slideshare.net/imransayed14/measuring-
effectiveness-of-fevicol-advertisements >
< https://www.youtube.com/watch?v=0CokBVtn73o >

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THANK YOU

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