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What is 'Advertising'
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 user. After approval from the client, the ads go on air, as per the bookings done by the agency's media buying unit.
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5 Forces Analysis of the Environment
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The five forces model of analysis was developed by Michael Porter to analyze the competitive environment in which a product or company works.
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Related Definitions
· 5 Forces Analysis Of The Environment
The five forces model of analysis was developed by Michael Porter to analyze the competitive environment in which a product or company works. Description: There are five forces that act on any product/ brand/ company: 1. The threat of entry: competitors can enter from any industry, channel, function, form or marketing activity. How best can the company take care of the threat of new entrants? 2
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
An advertorial is a form of advertisement in a newspaper, magazine or a website which involves giving information about the product in the form of an article. Usually, a brand pays the publisher for such an article. Description: Advertorials are advertisements that appear in the media, be it magazines, newspapers or websites. Advertorials are paid content. They are used by marketers to educa
erved the tags 'affiliate links' or 'sponsored posts' on websites before? Or have you wondered if it might be possible to earn money anytime, from anywhere? Well, that is the concept behind affiliate marketing. Affiliate marketing is a concept where an affiliate who enjoys a product and promotes the products on their social platforms receives a profit whenever a sale is made. Did you know that aff
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Ambient Advertising is about placing ads on unusual objects or in unusual places where you wouldn’t usually expect to have an advertisement. Description: Ambient advertising evolved as a concept because it has a lasting impact on the minds of consumers which makes it more effective. Ambient advertising is all about creativity, and how effectively the advertiser is able to communicate the message
Ambush marketing, a term first coined by marketing guru Jerry Welsh, has not really been rigorously defined. However, it broadly refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. It is typically targeted at major sporting events - like the Olympic Games or the world
Behavioral segmentation is a more focused form of market segmentation that groups different consumers based on specific behavioral patterns they display when making buying a product. Description: Behavioral segmentation classifies organizations and individuals into different categories based on how they act or behave towards products. It involves classifying consumers or grouping them based on
'Blue Ocean Strategy is referred to a market for a product where there is no competition or very less competition. This strategy revolves around searching for a business in which very few firms operate and where there is no pricing pressure. Description: Blue Ocean Strategy can be applied across sectors or businesses. It is not limited to just one business. But, let's first understand what is B
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A brand tribe could be regarded as a group of people who collectively identify themselves with the product and share similar views and notions about the brand. They are not just consumers of the product, but play a major role in its promotion. Description: A product is successful when it becomes a cult. Companies are not just selling consumers their products nowadays, but an idea, a vision as h
Brand valuation is the process used to calculate the value of a brand or the amount of money another party is prepared to pay for it. Description: A brand comprises tangible as well as intangible elements relating to the company's style, culture, positioning, messages, promises and value proposition. Brand Valuation, subsequently, is an estimate of the financial value of a brand. There is no un
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Twitter’s US ad sales plunge 59% as woes continueTwitter's ad sales staff is concerned that advertisers may be spooked by a rise in hate speech and pornography on the social network, as well as more ads featuring online gambling and marijuana products.
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Ad spends on IPL have fallen by over a fifth, says Viacom18 Sports' CEOAdvertising spending on the Indian Premier League (IPL), which includes TV and digital ads, has dropped by 20% due to the absence of some categories like betting, cryptocurrency and edtech, and a dramatic fall in viewership last year, said Viacom18 Sports' CEO Anil Jayaraj. He added that digital revenues were less affected as they were not dependent on certain categories. With the revenue mix having changed this year, the viewership on digital had a significant increase. The total advertising revenue for IPL this year has reportedly dropped to INR40bn ($536.8m) from INR40bn to INR50bn ($670m) last year.
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Jio Cinema's penetration jumped 4X on the back of free IPL streamingLatest research shows that Jio Cinema's penetration has seen a massive surge due to their free IPL streaming option. The proportion of new installs to total installs were approximately 72% during IPL 2023 compared to 28% before the IPL season. The research noted that IPL has helped the platform bring in more than two-thirds of the total users of Jio Cinema.
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Jio Cinema's penetration jumped 4X on the back of free IPL streamingLatest research shows that Jio Cinema's penetration has seen a massive surge due to their free IPL streaming option. The proportion of new installs to total installs were approximately 72% during IPL 2023 compared to 28% before the IPL season. The research noted that IPL has helped the platform bring in more than two-thirds of the total users of Jio Cinema.
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Now that WhatsApp means business, SMEs hurtingSeveral are now scouting for alternative avenues to connect with customers directly, as the Meta-owned company presses ahead with furthering “monetisation” of WhatsApp for Business.
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Now that WhatsApp means business, SMEs hurtingSeveral are now scouting for alternative avenues to connect with customers directly, as the Meta-owned company presses ahead with furthering “monetisation” of WhatsApp for Business.
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Yes Bank advertising spend to be 30 pc higher in FY24: OfficialYes Bank is set to increase its advertising spend by 30% in FY24, according to Nipun Kaushal, chief marketing officer. The bank has been "tactical" in its marketing spend for the last two years as it had to restore its standing following a bailout by peers. Yes Bank's retail brand has now reached a critical mass and is at an inflection point, the bank's executive director Rajan Pental said. The advertising campaign, which will begin on 20 June and last for the full fiscal year, is designed with the bank's current position in mind.
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Meta offers to limit use of ad data to address UK competition concernsThe Competition and Markets Authority (CMA) said it was minded to accept the commitments, which include advertisers being able to opt out of allowing their data to be used to improve the Facebook Marketplace classified ads platform.
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Nvidia close to becoming first trillion-dollar chip firm after stellar forecastNvidia Corp.'s optimistic earnings forecast, signalling the game-changing potential of AI, has pushed the chip designer's stock to a 25% increase and a market value of almost $1tn, more than double its value at the start of 2020. Data shows that 27 analysts lifted their price targets on the company given its dominance in the chip market for AI-powered services. The company also said that $1tn worth of equipment in data centres would eventually have to replace AI chips.
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Are you being eserved?The $45 billion US retail media market is surging as retailers capitalise on the consumer shift to ecommerce while offering advertisers access to their unique audiences and data insights. Yet, capturing advertising spending as a retail media network (RMN) is far from guaranteed. Advertisers are spoilt for choice. So, which RMNs will meet the needs of the sophisticated modern marketer?
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