MODULE ADVERTISING 8 lectures

1
TOPICS
1 Objectives, task and processes 1
2 Market segmentation and target audience – image analysis 2
3 Assessing communication objectives 2
4 Message design 1
5 Personal and non-personal communication. Channels 1
Non Discussion on advertising & promotion of Idea cellular. 1
evaluative

Advertising is an important tool of promotion. . Advertisement is a non-personal presentation of an idea or a

product (where as personal selling or salesmanship help in personal promotional.) Advertisement
supplements personal selling to a great extent. Advertising has, acquired great importance in the modern
India characterized by tough competition in the market and fast changes in technology, and fashion and taste
customers. In this chapter, we shall study the nature, functions and media of advertisement used by modern
business firms.

Advertising is used for communicating business information to the present and prospective customers. It
usually provides information about the advertising firm, its product qualities, place of availability of its
products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more
important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale
of their products without advertising them.

Features of Advertising

American Marketing Association has defined advertising as “any paid form of non-personal presentation
and promotion of ideas goods and services of an identified sponsor”. This definition reveals the following
features of advertising:

1. It is a paid form of communication. Advertisements appear in newspapers, magazines, television or

cinema screens because the advertiser has purchased some space or time to communicate information to the
prospective customers.
2. It is non-personal presentation of message. There is no face-to-face direct contact with the customers.
That is why, it is described as non-personal salesmanship. It; is a non-personal form of presenting products
and promoting ideas and is complementary to personal selling. It simplifies the task of sales-force by
creating awareness in the minds of potential customers
3. The purpose of advertising is to promote idea about the products and service, of a business. It is directed
towards increasing the sale of the products and services of a business unit.
4. Advertisement a issued by an identified sponsor. Non disclosure of the name of the sponsor in
propaganda may lead to distortion, deception and manipulation. Advertisement should disclose or identify
the sources of opinions and ideas it presents.
5. Advertsing also provides publicity apart from awareness. For example, a new product is launched, and
due to its unique feature, the product may become a point of discussion among various groups. This mention
adds to the promotion and hence, the product gets publicized.This publicity is mainly due to good response
of customers, or due to quality or can be even due to some controversies. Any way, such public exposure of
a product forms a crucial part of promotion mix. If a product is able to draw a lot of attention by the media,
the firm will have to spend less on advertisement and sales promotion activities.

Difference between Advertising and Publicity : Advertising differs from publicity in regard to the following points :

1. Paid/non-paid from: Advertisement is a paid form of communication. Its cost is borne by the advertiser But
publicity is any non-paid mention of an organization or its ideas or products in the news Media. Publicity
cannot be purchased in the usual sense of the term. Any institution can come to the attention of the public by
being newsworthy. It has not to pay anything for the publicity, but has to supply the necessary information
to the news media.
2. Identification of sponsor: Advertisement is issued by an identified sponsor. Publicity does not need an
identified sponsor
3. Control over message: In advertising, the advertiser exercises control over the type, size, duration, and
frequency of the message But in case of publicity, the control lies with the publicity media.

Difference between Advertisement and Personal Selling

The points of distinction between advertisement and salesmanship are listed below;

1. Personal/Non-personal form: Advertising is a non-personal form of communication. There is no contact

between the advertiser and the buyer. But salesmanship means personal selling. The salesman has face-to-
face contact with the buyer.
2. Mass vs. Individual communication: Advertising is mass communication. It is addressed to a large number
of people. But salesmanship is individual communication. The impact of salesmanship is visible on the
buyer who come into contact with the salesman.
3. Purpose: Advertisement may aim at enhancing the goodwill of the advertiser and creating awareness or
imge building of a product. It may have no immediate purpose to sell the goods or services. But
salesmanship always aims at sales generation.

Objectives of Advertising

1. To introduce a new product by creating interest for it among the prospective customers.
2. To support personal selling programme. Advertising maybe used to open customers’ doors for salesman.
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the sales as seen in the fierce competition between Coke
and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products and services.
7. To improve manufacturer & dealer relations. Dealers are attracted towards a product which is advertised
effectively.
8. To warn the public against imitation of an enterprise’s products.

Functions of Advertising

Advertising has become an essential marketing activity in the modern era of large scale production and serve
competition in the market. It performs the following functions:

• Promotion of Sales. It promotes the sale of goods and services by informing and persuading the people to
buy them. A good advertising campaign helps in winning new customers both in the national as wet] as in
the international markets.
• Introduction of New Product. It helps the introduction of new products in the market. A business
enterprise can introduce itself and its product to the public through advertising. A new enterprise can’t make
an impact on the prospective customers without the help of advertising. Advertising enables quick publicity
in the market.
• Creation of Good Public Image. It builds up the reputation of the advertiser. Advertising enables a
business firm to communicate its achievements in an effort to satisfy the customers’ needs. This increases
the goodwill and reputation of the firm which is necessary to fight against competition in the market.
• Mass Production. Advertising facilitates large-scale production. Advertising encourages production of
goods in large-scale because the business firm knows that it will be able to sell on large-scale with the help
of advertising. Mass production reduces the cost of production per unit by the economical use of various
factors of production.
• Research. Advertising stimulates research and development activities. Advertising has become a
competitive marketing activity. Every firm tries to differentiate its product from the substitutes available in
the market through advertising. This compels every business firm to do more and more research to find new
products and their new uses. If a firm does not engage in research and development activities, it will be out
of the market in the near future.
• Education of People. Advertising educate the people about new products and their uses. Advertising
message about the utility of a product enables the people to widen their knowledge. It is advertising which
has helped people in adopting new ways of life and giving-up old habits. It has contributed a lot towards the
betterment of the standard of living of the society.
• Support to Press. Advertising provides an important source of revenue to the publishers and magazines. It
enables to increase the circulation of their publication by selling them at lower rates. People are also
benefited because they get publications at cheaper rates. Advertising is also a source of revenue for TV
network. For instance, Doordarshan and ZeeTV insert ads before, in between and after various programmes
and earn millions of rupees through ads. Such income could be used for increasing the quality of
programmes and extending coverage.

Advantages of Advertising:
1. Mass Reach:
Through advertisement we can cover a large geographical area. Thus, by reaching a large number of people,
a manufacturer can make them aware of his products. For example, an advertisement in a newspaper or
news channel like Aaj Tak reaches crores of people. More awareness obviously leads to more demand.
Hence, manufacturer will sell more & profit more.

2. Enhancing Customer Satisfaction:

Advertising informs potential customers about a product and assures them about its quality.

Even for existing users of a product, its ad is welcome. They tend to associate themselves with the ad and
feel reassured about the product as well as about their decision.

3. Expressiveness:
Advancement of technology has promoted the use of computers, designs, graphics etc. in advertisement thus
making it more attractive and forceful.

4. Economy:
Advertisement reaching a large number of people leads to more benefits in comparison to its cost. Through
advertisements demand can be created. To meet the demand, manufacturer has to produce more. Increase in
production helps in lowering the per unit cost of production. Thus, it helps in increasing the profitability of
an enterprise. Cumulatively therefore, it is bound to boost nation’s economy too.

Limitations of Advertising:
1. Less Forceful:
Absence of personal touch makes advertising less forceful. Paying attention to the message is not
compulsory for the customers.

2. Lack of Feedback:
It is very difficult to judge the effectiveness of an advertising message as there is no accurate feedback
regarding its impact.
3. Inflexibility:
Advertising message is standardized and hence cannot be changed according to the requirements of different
customers.

4. Low Effectiveness:
An increase in the volume of advertising has made it difficult to make any advertising message in general to
be received properly by the target customers. Many messages don’ts really get even noticed, not to speak of
being effective etc.

Advertisement agencies :

Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered
and hands it over to the client. Advertising agencies are mostly not dependent on any organizations.

These agencies take all the efforts for selling the product of the clients. They have a group of people expert
in their particular fields, thus helping the companies or organizations to reach their target customer in an
easy and simple way.

Role of Advertising Agencies

1. Creating an advertise on the basis of information gathered about product

2. Doing research on the company and the product and reactions of the customers.
3. Planning for type of media to be used, when and where to be used, and for how much time to be
used.
4. Taking the feedbacks from the clients as well as the customers and then deciding the further line of
action

All companies can do this work by themselves. They can make ads, print or advertise them on televisions or
other media places; they can manage the accounts also. Then why do they need advertising agencies? The
reasons behind hiring the advertising agencies by the companies are:

▪ The agencies are expert in this field. They have a team of different people for different functions like
copywriters, art directors, planners, etc.
▪ The agencies make optimum use of these people, their experience and their knowledge.
▪ They work with an objective and are very professionals.
▪ Hiring them leads in saving the costs up to some extent.

Promotional tools

Advertising

Advertising is a public mode of communication. Because it is communicated simultaneously to large

number of people and people know that the same communication is going to many people, they feel their
motives for buying are understood by the advertiser. Advertising messages can be repeated number of times.
Buyers also can compare advertisements of various companies selling the same product. The media offers
the facility to add color, sound etc. to the message and dramatize the message. But advertising cannot have
dialogue with the people. People may not see and pay attention to the advertisement.

Advertising is an efficient way to reach geographically dispersed potential buyers at a low cost per exposure.
Advertising has two recent variants. Advertorials are offer editorial content and while it is paid for by the
advertiser and it will be difficult for the reader to easily make out that it is an advertisement. Similarly
infomercials are TV programs that are meant for promoting the products of the company. They discuss the
working of the product, benefits of the products, and user experience etc. and they may beam the message to
buy the product and the address to be contacted.

Sales promotion

Sales promotion tools like coupons, contests, premiums, and the like act as communication medium and also
promote sales.

They gain attention and provide information that may lead the consumer to the product. They include a
distinct invitation to the consumer to do the transaction in a short period of time.

Public relations and publicity

News stories and feature articles are more authentic and credible than advertisements to readers. The
articles act as testimonials. The message gets through to the potential buyers as news and they may
not turn away from it as they turn away from the advertisements.

Personal selling

Personal selling as a communicative channel involves a live, immediate, and interactive relationship
between persons. Personal selling leads to relationships. The listener feels obligated to respond to the
salesman at least with a polite “thank you.”

Direct Marketing

The alternatives are direct mail, Email, and telemarketing. In these cases the message is addressed to a
specific person. The message can be customized. Even though mailing folders and email are normally
standardized to gain efficiency. The message can be up to date. In case of telemarketing, message can be
altered depending on the response. In the case of other alternatives subsequent communication can be altered
depending on the response.

Segmentation :

Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on
different characteristics. The segments created are composed of consumers who will respond similarly to marketing
strategies and who share traits such as similar interests, needs, or locations. Under segmentation marketer divides
the broad market into subset of consumers who have common need and priorities.

Importance of segmentation

• To understand Customers
• To maximize product potential
• To improve distribution network
• To gain new clients

Objectives

• To identify the taste and buying motive of the target consumers

• Grouping of customers on the basis of their common characteristics such as behaviour, income, age, geography etc.
• To make Consumer oriented approach for the firm
• To define marketing strategies, targets and goals of the firm.
Bases of segmentation

1. Geographic Segmentation ( Climate zone, Region, State, District, Rural Area)

Geographic location is one of the simplest methods of segmenting the market. People living in one region of the
country have purchasing and consuming habit which differs from those living in other regions. For example, life
style products sell very well in metro cities, e.g., Mumbai, Delhi, Kolkata and Chennai but do not sell in small
towns. Banking needs of people in rural areas differ from those of urban areas. Even within a city, a bank branch
located in the northern part of the city may attract more clients than a branch located in eastern part of the city.

2. Demographic Segmentation ( Age, Sex, Family size, Religion, Community , Language, Occupation , Income,
Education level, Social status, Generation)

The demographic segmentation means dividing the customer market on the basis of several variables such as age,
sex, gender, occupation, income, education, marital status, family size, community, social status, etc. Such
segmentation is based on the premise, that customer’s buying behavior is very much influenced by his
demographics, and moreover, these variables can be measured easily as compared to the other factors.

3. Psychographic Segmentation ( Personality traits, Attitudes, Lifestyle , Value)

The psychographic segmentation relates to the personality, lifestyle, and attitude of the individual. It is believed that
the consumer buying behavior can be determined by his personality and lifestyle. The personality refers to the traits,
attitudes and habits of an individual and the market is segmented according to the personal traits such as introvert,
extrovert, ambitious, aggressiveness, etc. The lifestyle means the way a person lives his life and do the
expenditures. Here the companies segment the market on the basis of interest, activities, beliefs and opinions of the
individuals.

4. Behavioural Segmentation ( Brand loyalty, Consumer status, Usage rate, readiness to purchase)

Here, the marketer segments the market on the basis of the individual’s knowledge about the product and his
attitude towards the usage of the product. Several behavioral variables are occasions, benefits, user status, usage
rate, buyer readiness stage, loyalty status and the attitude. The buyers can be classified as those who buy the product
or services occasionally, or who buy only those products from which they derive some sort of benefits. Also, there
are buyers who can be called as ex-users, potential users, first-time users and regular users; the marketers can
segment the market on this classification. Often, the market is segmented on the basis of the usage rate of the
customers, such as light, medium and heavy users.

Advantages of segmentation

• Through market segmentation, the firms can facilitate a proper choice of the target market that helps in tapping the
market effectively.
Segmentation helps in distinguishing one customer group from another within the given market.
Helps in identifying the needs of a group of customers and eliciting more predictable responses from them. A
proper marketing mix can be designed in line with the preferences and responses of the customers.
Helps the firms to concentrate their efforts more on the productive and profitable segments rather than wasting
their resources on unproductive or unprofitable segments.
The firms can identify the least satisfied segment and can design their product or marketing strategy that pleases
them.
Helps in achieving the specialization that is required in product distribution, promotion and pricing, so as to
match with the needs of the customer group.

Limitations of segmentation

(i) Segmentation increases costs. When a firm attempts to serve several market segments, there is a proliferation of

products. Cost of production rises due to shorter production runs and product variations.

(ii) Larger inventory has to be maintained by both the manufacturer and the distributors.

(iii) Promotion and distribution expenditures increase when separate programme are used for different market

segments.

(iv) When characteristics of a market segment change

Targeting
Once the marketer creates different segments within the market, he then devises various marketing
strategies and promotional schemes according to the tastes of the individuals of particular segment. This
process is called targeting. Once market segments are created, organization then targets them.
Targeting is the second stage and is done once the markets have been segmented.
Organizations with the help of various marketing plans and schemes target their products amongst the various
segments.
Nokia offers handsets for almost all the segments. They understand their target audience well and each of their
handsets fulfils the needs and expectations of the target market.
Tata Motors launched Tata Nano especially for the lower income group.

Advertising process :
1.Study of target customers : A target audience is a specific group of people with shared characteristics
who are most likely to be interested in your products or services. The first step to building a successful
marketing campaign is defining its target. T Since it’s impossible to reach everyone at once, narrowing your
focus to a core audience helps you to develop an effective marketing strategy. It helps your company craft a
messaging strategy that appeals directly to the type of consumers who are more likely to convert into
customers. For example, Facebook Ads allow you to target users according to their interests.
It is also more cost-effective to refine your audience, because your campaigns are run on a smaller, more
focused scale. Instead of sending direct mail to every local household, you will receive a better return on
investment by targeting consumers who may already have an interest in your type of products or services.

2. Study of marketing environmental factors : Marketing Environment is the combination of external and
internal factors and forces which affect the company’s ability to establish a relationship and serve its
customers. It includes studying the past trend, future demand speculation, competitor’s analysis etc.

3. Defining advertising objectives : Marketing communication objectives are long-term goals where
marketing campaigns are intended to drive up the value of your brand over time. In contrast to sales
promotions, which are short-term inducements to buy, communication goals succeed when you persuade
customers through consistent reinforcement that your brand has benefits they want or need.
Increase Awareness
Increased brand awareness is not only one of the most common marketing communication objectives, it is
also typically the first for a new company. When you initially enter the market, you have to let people know
your company and products or services exist. This might include broadcast commercials or print ads that
depict the image of your company and constant repetition of your brand name, slogans and jingles.
Change Attitude/image of product
Changing company or brand perceptions is another common communication objective. Sometimes,
misconceptions develop in the market about your company, products or services. Advertising is a way to
address them directly. In other cases, negative publicity results because your company is involved in a
business scandal or unsettling activities.
Influence Purchase Intent
A key communication objective is to motivate customers to buy. This is normally done through persuasive
advertising. Sports drink commercials showing athletes competing and then taking a drink afterward is a
common approach to drive purchase intent. The ads normally include benefits of the drink related to taste or
nutrients.
Drive Brand Switching
This is a specific objective of getting customers who buy competing products to switch to your brand. Tide
detergent is normally pitted against "other leading brands" in comparative ads intended to motivate brand
switching. The advantage with this goal is that customers already buy within your product category. This
means need is established.

4.Determining advertising budget : Advertising Budget is the amount of money which can be or has to be
spent on advertising of the product to promote it, reach the target consumers. Advertising budget is
determined by :
A.Determining advertising objectives
B.Tasks to be carried on to complete those objectives
C. Estimating cost of performing those tasks.

5. Selecting advertising appeal : Advertising Appeal is an igniting force which stimulates the customer
mindset towards the product or services. It not the only factor in the marketing mix which initiates a
consumer for buying the product but it is certainly one of the advertisers' most important creative strategy
decisions involves the choice of an appropriate appeal.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain
products. Advertising agencies and companies use different types of advertising appeals to influence the
purchasing decisions of people. There are three types of appeals:

1. Rational or Informational Appeal

2. Emotional Appeal
3. Moral Appeal
4. Misc. Appeal

Rational or Informational Appeals

This is generally product oriented appeal, highlights the functional benefits like- quality, economy, value, or
performance of a product. Following are different types of rational appeals:

• Feature Appeal - Advertisements based on such appeal are highly informative, provides information
of product attributes or features that can be used as the basis for rational purchase decision.
Technical and high involvement product often uses this appeal.
• Competitive Advantage Appeal - Such appeal is used to compare the product with the competitor's
product directly or indirectly and advertiser try to present his product superior then competitor's
product on one or more attributes.
• Favourable Price Appeal - Here price offer is considered as the dominant point of the message.
• News Appeal - Some type of news or announcements about product or company dominates the
advertisement.
• Product Popularity Appeal - Product popularity is considered as the dominant point of
advertisement by highlighting the increasing number of users of brand or the number who have
switched to it.
• High Quality - Some products are preferred for their quality not merely because of their taste or
style, such products are advertised by highlighting the quality attribute in advertisement .
• Low price - Many people prefer low priced goods. To target such audience products are advertised
by highlighting the low price tag of the product.
• Long Life - Many consumers want product of durable nature that can be used for a long period, in
advertisement of such product durability is the dominant point of the message.
• Performance - Many advertisements exhibit good performance of product.
• Economy - Many customers consider savings in operation and use of product, for example in case of
automobile the mileage is considered while selecting the brand or model.
• Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited supply of a
product, the value of that product increases. Scarcity appeals urge consumers to buy a particular
product because of a limitation.

Emotional Appeals

An emotional appeal is related to an individual’s psychological and social needs for purchasing certain
products and services. Types of emotional appeals are as follows:

• Positive Emotional Appeal - Positive emotions like- humor, love, care, pride, or joy are shown in
advertisements to appeal audience to buy that product. For example- Jonson and Jonson baby
products.
• Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they
should or stop. For example- Life Insurance
• Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy
mouthwash, deodorant, a safer car, get retirement pension plan.

Moral Appeals

Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort
people to support social and ethical causes. Types of Moral Appeal are as follows:

• Social awakening and justice

• Cleaner and safe environment
• Equality rights
• Prohibition of drugs
• Adult literacy
• Protection of consumer rights

Other Type of Appeals

• Reminder Appeal - Advertising using reminder appeal has the objective of building brand
awareness. For example- returns filing, polio.
• Teaser Advertising - Advertisers introducing a new product often use this appeal. It is designed to
build curiosity, interest and excitement about a product or brand.
• Musical Appeals - Music is an extremely important component in advertising. It captures the
attention of listeners. For example- Docomo, Airtel
• Sex appeal : The Sex Appeal lures audiences by appealing to their sexual desires and fantasies.
Advertisers use this approach because it is an easy and proven method for attracting attention
quickly. Eg. Waxing cream, razors.

6.Selecting advertising message :

The underlying message or point that the customer should get upon seeing the ad is called the
advertising message.
Advertising message design tend to have the following common components:
The Appeal – It is the component that captures the attention of the consumer. It may be humorous like in
Mentos ads or emotional as in insurance ads etc.

The Value Proposition – This component includes the basic value proposition offered to the consumer.
This forms the main part of the advertising message.

The Tagline / Jingle – Every good ad campaign has a tagline, slogan or catchphrase that is repeated across
all the different media in order to place firmly the product in the consumer’s mind.

6. media vehicle/media mix & selection of media : Advertising media or advertising vehicle refers to
the various media channels through which advertising is done. Advertising media is used for
showcasing promotional content which communicated in various forms such as text, speech, images,
videos using TV, radio, online, OOH etc.

Following are the components of media vehicles:

1. Print media : Newspapers, magazines, pamphlets etc

2. Social media : Ads on internet

3. Radio

4. Television and Film

5. Transit advt

6. OOH/DOOH-Hoarding, billboard, banner.

Factors to consider in selecting advertising media are:

a. Type of Product
Type of product becomes the first consideration. Not all types of products can be advertised. There are
types of products that can not be advertised, if be advertised would not be effective, as a result of the ads is
very small. Types of these products are generally products that are local services.
b. The intended market
Some things to note on the intended market, including: broad geographic market, market concentration, and
the nature of the market.

c. Funds used for advertising

The amount of funds available is an important factor affecting the advertising mix. Advertisers who have a
bigger budget, can integrate a variety of methods and media advertising, so that its advertising activities will
be more effective than with advertisers who have limited funds.

d. Stages in Life Cycle Goods

Selection of advertising media to advertise the goods are also influenced by the stages of the life cycle of
goods is an introductory stage, growth, maturity and saturation stage.
In the introductory phase, ad serving and need intensified a long time, so the selection of advertising
media that reaches the market, with corresponding costs need to be selective.

7. determining media scheduling : Medium scheduling refers to decision regarding number of

advertisements that are to be given in each media. It helps fixing up the time slots according to the

advertiser so that the message to be delivered will reach target audience in a proper way with proper

timings.

There are basically three models of advertising scheduling as follows:

1. Continuity: This model is very good option for the products or services which don’t depend on
season for advertisements. They run ads whole year round. The advertisements under this type run at
regular and fixed intervals. The main advantage here is reminding about your products to the
customers continuously. This model helps maintain a continuous and complete purchase cycle. This
is a best model for the products having continuous demand all the year round. There can be a Rising
Continuity in which some specific products are been advertised in the peak seasons for e.g. floaters
are advertised more in rainy season while some products fall under a Falling Continuity in which
either ads for new products are run or if there is any other change in the existing product. E.g.
packaging of Pediasure, a kid’s health drink is recently changed.

2. Flighting: This model is also called bursting. As the name suggests, this an absolute season based
products model. The ads here run at very irregular intervals. Advertisements are for very shorter
periods and sometimes no ads at all. The ads are in concentrated forms. So, the biggest advantage
here is there is very less waste of funds as the ads run only at the peak time when the product
demand is on high. Television and radio are the most used media types in this method. So the
advertisers who cannot afford the year long ads, this is a best option. E.g. ads for warm clothes in
Indian Market.

3. Pulsing: This model is the combination of both continuity and flighting scheduling. Here, ads run
whole year round but at a lower sidxe that means less ads, and heavy advertisements are preferred at
the peak time. So this model has advantages of both the other models. Generally scheduling is fixed
for a month. There are six types of scheduling method here.
▪ Steady pulse has fixed schedule for 12 months.
▪ Seasonal pulse has bunches of ads season wise.
▪ Period pulse regular basis ads.
▪ Erratic pulse refers to irregular ads normally used for changing old patterns.
▪ Start up pulse is used for new product with heavy advertisements.
▪ Promotional pulse refers to short period single use ads used basically for promoting products
or events.

8. Designing advertising copy : An advertisement copy is the text used in the advertisement, be it
print, radio, television or other form of advertisement. The text so used can be in the form of dialogs,
some catchy phrase, a company’s motto or slogan or any word.

Elements of Advertising Copy:

(A) Advertising Theme:
A theme represents a particular view-point or a central idea with which the message is conveyed to the
consuming public. The theme involves a rational appeal combined with human emotions, desires or
sentiments.

(B) Advertising Layout:

Layout is the logical arrangement of components of an advertisement in the copy. For newspapers and
magazines, the presentation of the message is visible in written words and pictures; in radio the presentation
is audible in spoken words and sound effects; and in television, both audio and visual presentations are
practicable. In all cases, balance and symmetry are of prime importance in presenting the message within the
allotted space or time.

10. execution & evaluation of advertisement effectiveness : Track revenues to determine the
effectiveness of your strategies and tactics. If you are not seeing improvement, make changes

Communication channels :
Communication channels may carry a company's advertisements, other types of persuasive messages, and business
correspondence. Examples of communication channels include television, radio, magazines, newspapers, billboards,
webpages, direct mailers and email.

Non-personal channels are communications directed to more than one person and include media, sales
promotions, events, and publicity.

Media consist of print media (newspapers and magazines); broadcast media (radio and television); network
media (telephone, cable, satellite, wireless); electronic media (audio-tape, videotape, videodisk, CD-ROM,
Web page); and display media (billboards, signs, posters). Most non-personal messages come through paid
media.

Sales promotions consist of consumer promotions (such as samples coupons and premiums); trade
promotion (such as advertising and display allowances); and business and sales-force promotion (contests
for sales reps).
Events and experience include sports, arts, entertainment, and cause events as well as less formal activities
that create novel brand interactions with consumers.

Public relations include communications directed internally to employee of the company or externally to
consumers, other firms, the government and media.

Personal Communication channels

It involves two or more persons communicating directly face-to-face, person-to-audience, over the
telephone, or through e-mail. Instant messaging and independent sites to collect consumer reviews are
another means of growing importance in recent years. Personal communication channels derive their
effectiveness through individualized presentation and feedback.

Idea cellular promotion strategy :

Company Name – Idea

Founder – Kumar Mangalam Birla (Aditya Birla Group)

Incorporated as Birla Communications Ltd in 1995, following a shareholders’ agreement between the Aditya
Birla Group, Tata Group, and AWS Group, it came to be known as Idea Cellular Ltd in 2002. It became a
100% subsidiary of the Aditya Birla Group In 2006.

How It All Started

Idea Cellular Ltd. is mobile services operator with its headquarters situated in Mumbai, Maharashtra. In
1995 it started as Birla Communications Limited with GSM licenses in Gujarat and Maharashtra circles.
Following a joint venture, in 1996 it changed its name to Birla AT&T Communications Limited. In 2002
Birla AT&T was renamed as Idea Cellular Limited and by 2003 Idea had reached a subscriber mark of two
million.

› Launching

The launching happened on May 1, 2002, when the name was changed to Idea Cellular Limited from Birla
AT&T. The AWS Group exited from the Company in September of 2005. The Tata Group ceased to be a
shareholder of the Company on June 2006 and sold all their shares in the Company to the Aditya Birla
Group.
Offering the 2G, 3G, and 4G services, idea is a pan-India integrated wireless broadband operator. It has its
own NLD (National Long Distance) and ILD (International Long Distance) operations, and ISP (Internet
service provider) license. Idea ranks sixth in the global rankings of operators in subscriber terms, with nearly
200 million subscribers, for single country operations.

Idea’s marketing strategy and Interesting Reasons behind its Grand Success

• Idea has mainly focused on the rural segments of the country to increase its density of users. The
Tier one and tier two cities had a mobile service density of 134% whereas rural areas had just
29%. Hence Idea Cellular then built on this plan and constructed quite a bunch of retail outlets in
rural areas to help serve those who were technologically illiterate. The rural-centric approach that
Idea took paid-off.

• Idea’s strategy of moving into the north and central India (parts of Kerala, Madhya Pradesh, Uttar
Pradesh (west), Maharashtra etc), which comprises around a third of the country’s population,
helped it significantly increase subscriber base. They bought mobility at an affordable price.

• The Tier one and Tier two users generally consumed high amounts data hence they were given
dedicated Time Slot Plans when their data usage was detected to be maximum which in turn
resulted in revenue generation.

• Idea Cellular was a late entrant to a category where Airtel and Vodafone were already good
players. But after the merger with Escotel Telecommunications Limited in 2006 and mergers
with other subsidiaries by 2007 Idea become a strong network of 21 million subscribers and
going so forth by 2017 with its business strategies Idea had become a pan-India mobile
broadband operator.

• Idea cellular was the first mobile operator to announce the Mobile Number Portability
(MNP). Mobile Number Portability entitles a mobile subscriber to switch from the existing
cellular service provider to any other operator, while retaining the mobile number. Idea cellular
was the most favoured in the MNP chart as it got many subscribers porting in from other mobile
services. Idea probably gained more because of its brand awareness and campaigns.

• The idea campaigns- Idea campaigns have played a major role in bringing in tons of subscribers.
Their brand had bought forth the promise of ‘An Idea can change your life’. With a variety of
advertisements giving away social messages, their unique campaigns always helped roping in
more consumers.

Idea Advertising Campaigns

Idea has had a number of success sweeping campaigns

Abhishek Bachchan as a Sarpanch TVC –Abhishek Bachchan features in a brilliant ad from Idea cellular
as the ultimate sarpanch. Unique concept and very balanced film, with Abhishek adding the special touch to
make the film perfect.The concept though controversial beautifully tries to bring sense into the society and
Jr AB blends in well without stealing the show from the brand and the concept.

Delhi Nahi Rukegi Campaign

This campaign had covered the big wedding season of loving Delhi.It shows that with the help of idea
Delhi will not stop.With this new campaign #DelhiNahiRukegi, Idea Cellular has announced the commercial
launch of its superior 3G network in Delhi NCR, A high-decibel marketing campaign #DelhiNahiRukegi
which began to gaining eyeballs in the metro.

Idea Internet Network –IIN Campaign

Systems being made to make education easy.And education helps to win over any odds.Most of these
success stories are coming against all odds. There are many obstacle are come across like lack of funds, time
or even education isn’t dampening the spirits. They always find out a way to navigate through their
problems and reach their destination. This campaign brings forth such stories of achievement which were
made possible through IIN.

No Ullu Banaving -Campaign

This campaign has a very Interesting Jingle,It is a known that people get cheated easily in India – while
traveling or even in their own city or town. Most people talk more than their actions. Idea feels that with the
help of mobile internet it is now easy to catch such frauds.The TVC opens with a tour guide telling a group
of tourists how a certain monument had been made by the same artisans who made the famous Taj
Mahal.She searches on the Internet and alerts him that he is conveying wrong.

Idea Oongli Cricket -Campaign

If you thought playing cricket was restricted to the field, think again. With Idea Oongli Cricket bringing in a
fresh new twist to the Game of Cricket, this season, the game is now being played just about anywhere. So,
no more of neighbors complaining, lectures being bunked, and vases in the house cracking – Idea Oongli
Cricket has changed all that – as the nation is now hooked to this unique Game of Cricket being played at
fingertips.

Idea -Education for all -Campaign

This campaign with a spotlight on “education for all” has attracted many eyeballs. It is one of my favorite
advertisements.In the campaign, Abhishek Bachchan has played the Head of an educational institution – a
priest and the principal of the school. When challenged by the traditional, physically bound classroom
methodology that prevents reaching out to many who are in need of education, he uses mobile telephony to
overcome the barrier.

Idea- Language Barrier TVC

Idea’s award-winning brand campaign ‘Break the Language Barrier’, highlighted the effective usage of
mobile telephony services to overcome language barriers that exist in the Indian multi-lingual society. The
new Idea campaign offers a Champion idea to address this concern of our society, through the power of
mobile telephony.Almost every Indian has gone through a situation where one has struggled to communicate
with another fellow Indian just because of language.

Idea-Save Tree Campaign

Idea’s trademark ‘Sirji’ campaign shows Abhishek Bachchan’s image on a tree, advocating the use of
mobiles and saving paper to ‘save the planet’.The ad opens with Bachchan’s voiceover talking of how
minimal usage of paper would help save trees. the mobile service provider has chosen to speak about saving
trees by minimizing paper wastage.

Idea – Exchange Telephone Campaign Tvc

Idea has tried to emotionally connect with increasing cellular services subscribers in India with its
“Telephone Exchange” ad. Eyes getting moist with Idea’s current commercial campaign. It’s all about how
we take our relationships for granted as we are too busy in our own life and this Idea commercial evokes the
need to acknowledge and appreciate our parents.The commercial ends on a happy note saying “Ek dusre ko
samajhne ke liye telephone exchange”

Idea – Hunny Bunny campaign Tvc

This advertisement’s jingle gone viral.This advertisement from Idea, depicts the diversity, footprint, and
seamlessness of our country, and how Idea’s customers benefit from its pan-India network.The new TVC
shows Indians from around the country, with varied cultural backgrounds, connecting as one big happy
family of over 120 billion people, all of whom are seen humming one song – ‘Honey Bunny’ – albeit with a
regional flavour! The campaign is aimed at highlighting the strength of Idea’s pan-India coverage which
helps people of this huge Indian family stay connected with their Honey Bunny’s wherever they go