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 and make the sales chart go on the
upper side and give reasonable profits to the company Is an estimate of future advertisement
expenditure that will be used to implement managerial decision to maintain or improve profit
result.

ADVERTISING OBJECTIVES
Are important for decision making and to have a point of reference or standard against which
the results can be measured. A business may choose a sales objective or communication
objectives for the purpose of developing an advertising budget.

1. Sales objective - the objective is to increa the sale of product or to compliment the selling
effort of sales department. The jective may be changed from time to time depending upon
the volume of sales.

• Price of product

• Advertising and Promotion

• Personal Selling

• Competition

• Consumer Taste

• Product Quality

• Economy

2. Communication Objective- the objective is to create awareness, develop interest or to

change an attitude. For this purpose a business may choose to

• Increase the % of target customer who associate a special feature or benefit with
company's brand

• Increase the number of customer who prefer company brand over competing brand

• Increase company's brand usage among existing member

• Encouraging a brand trial among targeted customer

The market conditions to watch out for are as follows:

• Frequency of the advertisement

• Competition and Clutter

• Market Share of the Product

• Product Life Cycle Stage

1. Frequency of the Advertisement
This means the number of times advertise has been shown with the description of the product
or service, in the granted time slots. So here, if any company needs more advertising
frequency for its product, then the company will have to increase its advertising budget.
2. Competition and Clutter
The companies may have many competitors for its product. And also there are plenty of
advertisements shown which is called clutter. The company has to then increase their
advertising budget.

3. Market Share

To get a good market share in comparison to their competitors, the company should have a
better product in terms of quality, uniqueness, demand and catchy advertisements with
resultant response of the customers. All this is possible if the advertisement budget is high.

4. Product Life Cycle Stage

If the company is a newcomer or if the product is on its introduction stage, then the company
has to keep the budget high to make place in the market with the existing players and to have
frequent advertisements. As the time goes on and product becomes older, the advertising
budget can come down as then the product doesn't need frequent advertising. When the
market conditions are studied thoroughly, then the company has to set up its advertising
budget accordingly.

DAGMAR Approach DEFINE ADVERTISING RESULT GIRANG GOALS FOR MEASURING

DAGMAR is an advertising model proposed by Russell Colley 1961. Russell Colley advocated
that effective advertising seeks to communicate rather than to sell. Advertisers discover
whether their message conveyed enough information and understanding of a product to their
consumers and also its respective benefits from clear objectives.
The DAGMAR Model/ Communication process of DAGMAR approach

• AWARENESS

• COMPREHENSION

• CONVICTION

• ACTION
1. AWARENESS

Awareness of the existence of a product or a service is needful before the purchase behaviour
is expected. The fundamental task of advertising activity is to improve the consumer
awareness of the product.
Once the consumer awareness has been provided to the target audience, it should not be
forsaken. The target audience tends to get distracted by other competing messages if they
are ignored.

Awareness has to be created, developed, refined and maintained according to the

characteristics of the market and the scenario of the organization at any given point of time.

The objective is to create awareness about the product amongst the target audience.

2. COMPREHENSION
Awareness on its own is not sufficient to stimulate a purchase. Information and understanding
about the product and the organisation are essential. This can be achieved by providing
information about the brand features.

Example: In an attempt to persuade people to budge for a new toothpaste brand, it may be
necessary to compare the product with other toothpaste brands, and provide an additional
usage benefit, such as more effective than other toothpaste because it contains salt or that
this particular toothpaste is a vegetarian toothpaste, which will, in turn, attract more
customers.

The objective is to provide all the information about the product.

3. CONVICTION
Conviction is the next step where the customer evaluates different products and plans to buy
the product. At this stage, a sense of conviction is established, and by creating interests and
preferences, stomers are convinced that a certain product should be tried at the next
purchase.

At this step, the job of the advertising activity is to mould the audience's beliefs and persuade
them to buy it. This is often achieved through messages that convey the superiority of the
products over the others by flaunting the rewards or incentives for using the product.
Example: Thumbs up featured the incentive of social acceptance as "grown up". It implied
that those who preferred other soft drinks were kids.

4. ACTION
This is the final step which involves the final purchase of the product. The objective is to
motivate the customer to buy the product.

EXAMPLE OF DAGMAR APPROACH

Let's suppose that an ABC company wants to evaluate the effectiveness of marketing
campaign for its latest product launched. The company starts evaluating the commercial that
is designed to persuade potential consumers through the four stages of the buying process:
1. In the AWARENESS stage, company ABC spreads awareness among the consumers about
its new product launched in the market.
2. In the COMPREHENSION stage, company ABC portrays to its consumers the features and
distinctiveness of the new product and reminds the consumers of the company ABC's logo
and brand name.
3. In the CONVICTION stage, company ABC attaches the consumer emotionally to the 13:36
new product so that the consumer establishes an emotional preference for the company
ABC's brand.
Company ABC then evaluates the success of the marketing effort using DAGMAR. The
company measures that how fast the customer processed through the four stages of the
purchase and how many sales were generated. In cases where the customer is distracted and
deviated from buying the product, and the company doesn't meet sales goals, the company
needs to change its ad campaign.

Definition of Advertising Agency

According to American marketing Association, "An Advertising agency is an independent
business organization composed of creative and business people who develop, prepare and
place advertising in advertising media for sellers seeking to find customers for their goods and
services."
Advertising Agency is a body of experts specialised in advertising. Advertising Agency
performs following activities for its clients:

1. Planning: Advertising agency studies the product or services of clients to identify the
inherent qualities in relation to competitor's product or services, analyses competition and
marketing environment to formulate advertising plan.
2. Preparing: After the study of product, competition, and marketing environment the experts
of agency has to write, design, and produce the advertisement, it is also called formulation of
ad-copy.
3. Executing: Now, media is selected for time or space, ad is delivered to media, checked,
verified, and released in media. After ad release payment is done to media and client is billed
for the services provided.

Role of Advertising Agency

1. Advertising and Marketing Plan
The primary role of advertising agencies is the creation of an advertising and marketing plan
specific to your business, product and brand. Ad agencies work with your business objectives,
keep within ad budgets and develop advertising and marketing campaigns to satisfy business
needs. Ad agencies pull all this together to provide a creative and compelling campaign
intended to engage the attention of potential customers and get them to buy your product
or service.
2. Graphic Design, Copywriting and Printing
Full service agencies typically employ graphic designers and copywriters or contract with
trusted outside firms. Since printing is a specialized industry, agencies will handle this function
through a printing partner. Graphic design, copywriting and printing are vital elements of the
overall ad program, as poorly written, designed and printed advertising can hinder the
effectiveness of the campaign and may reflect poorly on the business.

3. Media Purchasing
Media purchasing, such as ads placed in magazines, news papers, television broadcasts and
radio shows, is another role of a full service agency. Ad agencies have intimate knowledge of
pricing, effective scheduling and results-oriented media platforms that would involve
considerable time, research and effort for the business owner who chooses to act alone in
these areas

4. Web Marketing

From professional web design, publishing, e traffic reports and web page updates, full service
ad agencies can handle all the details. Website templates provided by internet service
providers and home web design programs can appear "homemade" and may not reflect a
quality business image. Professionally designed sites, such as those used by larger businesses,
are almost always created by professionals.

5. Tracking Results

Tracking and tweaking advertising is another role of full service ad agencies. If an ad isn't
meeting business objectives, the agency will investigate and analyze the cause and suggest
new approaches. Ad campaign success is the agency's primary goal, so it can get repeat
business from clients.

Types of Advertising Agency

1. Full service agency; - offer its client a full range of marketing communication and
promotion services including planning, creating, performing research and selecting media. It
also offer strategy formulation, planning, sales promotion activities, trade show, public
relation, package design etc.
Function of Full service;

a. Research
b. Planning
c. Creative services

d. print and broadcast production

e. Media selection
f. Account management
Reason for selecting full service

a. sales oriented creative work

b. centralization of responsibility ability

c. coordination and administration

d. professional strength
e. better working environment

f. less expensive in long run

2. In house agency: - it owned right by and operated under the supervision of the
advertiser. It performs all creative, media services provided by the full service agency.

Merit:

a. it reduce the cost of advertising

b. it ensure tighter control over the agency operation

Demerit:

a. talents are less to be attracted

b. it might biased from political power and big corporate houses.

3. A creative Boutique:-this agency provide only creative services. The client may seek
outside creative talent because it believe that an extra creative effort is required or its own
employees do not have sufficient skill in this regard

4. Media buying: - there are independent companies specialized in the buying of media,
particularly Radio and TV. Media buying is niche service and these agencies are specialized in
the analysis and purchase of advertising time and space.

5. The A La Carte agency : - can be purchased from a full service agency or from an
individual firm that specialize only in creative work, media, production, research or new
product development.

Agency remuneration/ compensation

1. Commission basis: the traditional method of compensating agencies is through a

commission basis. Commission is a percentage base on the medium charge for the advertising
space or time used by the advertiser. An agency receives a specified commission usually 15%
from the media on any advertising time or space it purchases for its client.
Strengths
• Tracks with media investment, meaning clients pay based on level of work generated
by their media investment.

• Simple mechanic for clients who want all media costs blended into one system (plan,
invoice, PO etc.).

• Relatively easy to calculate.

Weakness
• Unsuitable for non-media disciplines.

• While more appropriate for media agencies on-going account management or

planning needs a client requires (for example where spend is light but client would like
on-going service) not possible

2. Cost based / fees system compensation this system is based upon the cost of
performing the services which includes direct and indirect cost of servicing the account plu a
percentage mark up for profit.
According to David Ogilvy-fees system has five edge over the commission system

a. agency can be more objective in its recommendation as so many clients believe.

b. agency has adequate incentive to provide non commissionable services if needed.

c. agency income is stabilized. Unforeseen cuts in advertising expenditure do not result in red
figures.
d. fees enable the agency to make air profit on services rendered.
examples

When resource levels are agreed between the agency and client, the hourly or blended rates
(as outlined in section 1) are applied, giving a fixed fee for the period. As market conditions
change and the scale of ambitions are re-defined - e.g. increased market share as a result of
a successful marketing campaign - the resources required will need to be altered accordingly.
For these reasons, a retainer fee should be re-negotiated on a regular basis to protect both
the agency and the client. 28% of all agencies, both creative and media, are currently
remunerated using the retainer method.
STRENGTHS

• Establishes exact staffing requirements for the year.

• Guarantees the client a committed resource from the agency for the year.

• Agency and client can manage their annual budgets more easily.

• Reduced admin time on both sides in calculating and agreeing individual project fees.
WEAKNESSES

• Requires definitive and detailed work plan to be prepared in advance.

• There are no direct incentives built in.

• Actual resource requirements may vary significantly from original estimates.

• Can be inflexible if reviews are not built into the process.

3. RETAINER + PERFORMANCE RELATED INCENTIVE PAYMENT (PRIP)

This model gives the strength and stability of the retainer model while adding an incentive
component. It aligns agency performance with the company's marketing objectives.

How it works The retainer fee for period is agreed. A portion of the annual fee (say 15%) is
set aside until year-end, pending the achievement of a number of pre-agreed targets/criteria.
The remaining portion (85%) is divided equally and billed over 12 months.

At year-end results are measured against the PRIP targets and, if achieved, payment of the
remaining 15% is made in full. Works well with FMCG companies

Strength
• If sales increase so does an agency's income.

• Can be more motivational.

WEAKNESSES

• May not suit service industries.

• Requires detailed post-campaign analysis.

• Does not lend itself to change i.e., increased industry competition, downtum in
economic circumstances etc.

4. PROJECT FEES
Where there is no clear work plan, it's difficult to calculate retainer-based remuneration.
In this scenario, individual project by project fees may be negotiated. A project fee is a
combination of the number of hours estimated to carry out the project x the agreed hourly
or blended rate.
If there is no fundamental change in scope during the project, the client will be charged the
project fee agreed at the outset. However, where the scope of the project changes before
completion, the agency should advise the client immediately the effect the change will have
on the final project fee.
STRENGTHS

• Directly related to single deliverables.

• Simple to control.

• Suits niche services.

WEAKNESSES

• Each project must be priced individually.

• Level of work can change, staffing needs may change. Impossible for agency to
dedicate resource to the client

• Does not encourages brand building.

How to Select an Advertising Agency

Ideal Selection Criteria: What the Clients Should Get
I suggest an examination of 11 criteria when selecting an agency. To determine whether my
list is comprehensive, I reviewed it with five experts. In all, they represent over 120 years of
experience in advertising. One of these expert is currently a director of a large New York
advertising agency, one had been the head of advertising research for a large consumer
products company, one is the founder and head of a moderate-sized Philadelphia agency, and
two are marketing professors who have worked for ad agencies.
Interestingly, the experts did not think anything was missing from the list. Also interesting
was that they thought that each of the elements was of some importance. The average
weightings across the five experts are provided in parentheses.

1. Planning techniques:
Do they know how to plan a effectively? For example, do they provide an effective time-line
for developing a campaign? Do they consider alternative strategies? Do they have
contingency plans? Did they plan this meeting effectively? Much evidence exists that formal
planning techniques will improve the performance of an organization. Are they aware of this
research and of the recommended procedures? (9%)

2. Objectives:
Do they focus on your primary objectives? Do they know how to assess the effectiveness of
advertising so as to be able to determine whether the advertising is meeting these objectives?
Can they tell whether the advertising is providing a good ROI? What are the measurable
outcomes and what level of success might be expected on each?

3. Target market research:

If it is necessary to obtain additional information about the target market, do they know how
to design and evaluate such studies so that they will relate effectively to the advertising
campaign? Do they know how to effectively use survey research methods? An examination
of one of their prior reports might be useful here. Are they aware of the research in this area?
[One way to assess this would be to compare one of their target market research reports with
the research-based advice provided by Dillman, 1978]. (9%)

4. Persuasion research:
Are they familiar with the extensive research findings on how to persuade people? If yes, how
do they ensure that this research is brought to bear on the advertising campaign? 0455 they
have good grounds for violating this research (for example, research on the specific product
may show that it is an exception f Gm the general principles.) (4%)

5. Creativity techniques:
What techniques and procedures do they use to enhance creativity? For example, whe they
say that they used brainstorming, does this merely mean that a group of people sat around
and tossed out ideas, or does it mean that they actually followed a highly structured
brainstorming procedure? Whereas clients may not be able to judge the level of creativity of
a proposal, they should be able to judge whether the procedures seem to be useful, so they
should ask the agencies to explain these procedures. It is difficult to predict whether a group
will come up with another creative idea just because they came up with a creative idea for
the proposal. Worse yet, it is difficult to judge the creativity of a given idea. But much evidence
exists to show that structured creativity techniques are superior to unstructured group
processes.(16%)

6. Copy alternatives:
What alternatives would they consider and why? If they base this on the "big idea," what
alternative "big ideas" were considered. And why was this big idea selected? (9%)

7. Copy testing:
What procedures would they recommend to test and select the most effective of their copy
alternatives? (7%)

8. Media alternatives:
What media alternatives would they consider and why? (9%)

9. Media testing:
How would they determine the optimal amount to spend on an advertising campaign? What
procedures would they recommend to select the most effective media? Do they focus on the
objectives? For example, how would they calculate ROI by media? (7%)

10. Capabilities of the team:

What are the capabilities of the people who will be working on the proposed account? Do
they have any conflicts of interest? Do they failed as well as a complete list of clients served
so that successful relationships be examined? (15%)
10. Capabilities of the team:
What are the capabilities of the people who will be working on the proposed account? 09:36
they have any conflicts of interest? Do they a complete list of clients served so tha failed as
well as successful relationships be examined? (15%)

11. Taste/legal/ethical guidelines:

What procedures does the agency take to protect your company from causing offense to
interest groups, from boycotts, or from legal or ethical consequences? For example, do they
have a formal review board that has legal expertise and that recognizes the interests of groups
that might be affected? Do they have a written code of ethics that they formally apply to each
campaign? (4%)

Criteria for Selecting a Agency: -

1. Agency Skill- it is useful to know if the agency specialize in our product or has specialist,
who are familiar with the promotion of our product.
2. Current Client:- it will also be useful to note how many new clients were acquired the past
2 -3 years and how many were lost. Due to lost account we analyzed the weakness of the
agency may possess which would affect the decision to choose.
3. Agency size;-large agency have better staff and can maintain a different number of
different specialist on their staff.
4. Agency Location:-is equally important since the agency client relationship requir s frequent
communication is desirable.

5. Length of time has been in business:- this will show the stability of the agency and working
process.
6. Agency Financial position: - if the agency is in weak position it spend more time to solve
their own problem. Also financial difficulties indica te poor planning and lack of stability.
7. Compensation package:-how the agency would charge the client must be clearly
understood so that there is no misunderstanding after woods.

Client-agency relationship
1. Good client are honest in their praise and polite in their disapprovals.

2. Good client encourage and make the agency totally absorbed in the company product,
personnel and corporate culture.

3. Client should be less concerned with what other advertiser are doing or the trend in
advertising industry.
4. The agency must win the client trust and give the best it can.

5. Great client take time to really know their agency people and treat them as human being.
6. Develop a spirit of real partnership based on mutual respect of intelligence and expertise.
7. Great client make the agency responsible for the advertising and delegate the authority it
need.

CREATIVITY CONCEPT:
Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can
be used as solutions to communication problems. To be appropriate and effective, a creative
idea must be relevant to the target audience.

FOUR KEY CHALLENGES OF TODAY'S ADVERTISERS

Challenge #1: Obtaining a full online-offline view of consumers. Consumers shop online
anywhere and anytime, and, because they have so many digital devices, advertisers have an
opportunity to fully understand consumer behavior by looking at their cross-screen lives. This
affords the promise of greater engagement based on more relevant advertising.

Unfortunately, deciphering online-offline consumer behavior isn't feasible for the majority of
advertisers today. Too many use targeting that isn't based on real-world, comprehensive
views of consumers.

Solution #1 In particular, works to capture the following key consumer data points:

• Location Data: A consumer's location and information about who they are and what they're
interested in, is a high priority for progressive advertisers. However, when a premium is paid
for location data, fraud instances tend to spike.
. Personalization: Tailoring messaging, channels and timing to the unique needs and
preferences of each individual consumer must begin with an examination of the campaign
creative to confirm it's based on signals (such as location) that indicate status.

Challenge #2: Meaningfully engage consumers to propel them to purchase With consumers
today seeing anywhere between 4,000 and 10,000 advertisements each day, breaking
through requires advertisers to reach consumers in the ways they prefer. They also need to
be able to fulfill consumer demand at any given moment, on any given screen and at any given
place
Solution #2: Intelligent media delivery that's channel agnostic and flexible.
Media companies often have an inherent bias, focusing on an advertising channel that serves
them best. The brands that rely on those firms for their advertising efforts often have
disjointed campaigns (from the shopper's point-of-view). Brands need media companies to
take into consideration the consumer's overall behavior, their holistic path to purchase, or
how, when and where he/she prefers to receive brand messages and offers. and activate
consumers by getting them into a store and inciting them to buy.

Challenge #3: Understanding what's moving consumers down the path to purchase. Many
advertising agencies are too focused on overall campaign measurement, rather than
analyzing what combination of channel, message and/or product is successfully motivating a
segment of consumers to act. Advertisers need to know not only how their campaign
performed, but how it's contributing to brand success and how the parts of each campaign
(i.e. channels, messages, timing, product, etc.) are working.

Challenge #4: Offer value while respecting privacy. Many advertisers have turned to data in
an attempt to target high volumes of consumers in a less intrusive fashion, pulling from loT
based sources such as Google Home, Alexa, etc. However, this new available information
raises serious privacy issues. In fact, leveraging such data can appear downright creepy.
Worse, the way in which advertisers use this data has been overly-automated and not
sufficiently personalized.

Solution #4: Accurate data to drive effective personalization Respecting privacy, i.e. using
existing data to provide relevant, personalized experiences that matter to the consumer, isn't
just an altruistic approach to marketing. Today's consumers expect it, and brands who
understand this can take a pragmatic approach to drive more relevant experiences and
achieve better response via cross-channel engagement. Additionally, brands stand to realize
significant improvements via in-store results.

PROCESS OF CREATIVITY IN ADVERTISING

GRAHAM WALL MODEL
PREPARATION

STEP 1; - Gathering background information needed to solve the problem through research
and study
INCUBATION

STEP 2; - Getting away and letting ideas develop.

ILLUMINATION

STEP 3; -Seeing the solution

VERIFICATION

STEP 4:- Refining and polishing the ideas and seeing it is an appropriate solution.
SEQUENCE OF EVENTS FOR STRATEGY FORMULATION
SITUATION ANALYSIS

OBJECTIVES AND POSITIONING

OVERALL STRATEGY

Print Conceptualization

[1:54 PM, 2/23/2022] Monu: 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
[1:54 PM, 2/23/2022] Monu: 3. Moral Appeal

02:41

1. 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.

[1:55 PM, 2/23/2022] Monu: • 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.

[1:55 PM, 2/23/2022] Monu: 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.

[1:59 PM, 2/23/2022] Monu: 2. Emotional Appeals

An emotional appeal is related to an individual's psychological and social needs for purchasing
certain products and services. Emotions affect all type of purchase decisions.

06:03
Types of emotional appeals are as follows:

Positive Emotional Appeal - Positive emotions like- humour, 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.

[2:00 PM, 2/23/2022] Monu: Fear - Fear is an emotional response to a threat that expresses
some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and
arouse consumers to take steps to remove the threat. For example- Life Insurance

Anxiety (nervousness)- Most people try to avoid feeling anxious. To relieve anxiety,
consumers might buy mouthwash, deodorant, a safer car, get retirement pension plan.

Humour - Humour causes consumer to watch advertisement, laugh on it, and most important
is to remember advertisement and also the product connected with humour. For example-
Happydent, and Mentos.

[2:00 PM, 2/23/2022] Monu: 3. Moral Appeals

08:46

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

Equal rights for women

Prohibition of drugs and intoxication

Adult literacy

Anti-smuggling and hoarding

[2:00 PM, 2/23/2022] Monu: ADVERTISING EXECUTION STYLE

Creative execution is the way an advertising appeal is presented. Once the appeal is
determined the creative team begins its execution.

Advertising message can be executed in numerous ways:

1. Straight Sell or Factual Message- this type of ad. Relies on a straight forward presentation
of information concerning the product or service. This execution used with informational/
rational appeal, where the focus of the message is the product or service and its specific
attributes or benefits.
[2:01 PM, 2/23/2022] Monu: 2. Scientific / technical evidence- in a variation of the straight
sell, scientific or technical evidence is presented in the ad. Like scientific or laboratory studies,
or endorsement by scientific bodies or agencies to support their advertising claims.

10:52

3. Demonstration- is designed to illustrate the key advantages of the product by shoeing in it

actual use or in some situation. This is very convincing style related to consumers.

4. Comparison- the comparison style is increasingly popular among advertiser since it offers
a direct way of communicating a brand advantage over its competitors or positioning a new
or lesser known brand with industry leader.

5. Testimonial- this approach can be very effective when the person delivering the testimonial
is someone with whom the target audience can identify or who has an service story to tell.
[2:02 PM, 2/23/2022] Monu: 6. Slice of life - this type of ad portrays a problem or conflict that
consumers might face in their daily life. The ad shows how the advertiser product can resolve
the problem.

7. Animation - an advertising execution approach that has become popular in recent years is
animation. With this technique animated scene are drawn by artist or created on the
computer. Cartoon animation is especially popular for commercial targeted at children.

8. Personality symbol- developing a central character or personality symbol that can deliver
the advertising message and with which the product or services can be identified.

9. Fantacy- An execution style which is famous for emotional appeal such [lko,asimage
advertising is called fantacy. Fantacyexecution are particularly well suited for television as a
commercial can become a 30 sec. escape for the viewer into another lifestyle. Cosmetics ad
often

[2:02 PM, 2/23/2022] Monu: Creative Tactics for Print Advertising

1. Headlines

. On the average, ads with news are recalled by 22% more people than ads without news.

• If you need a long headline, go ahead and write one, and if you want a short headline, that's
all right, too.

• Some headlines are "blind." They don't say what the product is, or what it will do for them.
They are about 20% below average in recall.
[2:03 PM, 2/23/2022] Monu: Illustrations and Photography

• The subject of your illustration is all important. If you don't have a remarkable idea for it,
not even a great photographer can save you.

Photographs that work hardest are those that arouse the reader's curiosity.
• When you don't have a story to tell, it is often a good thing to make your package the subject
of your illustration.

•. Photographs attract more readers than drawings, are more believable and better
remembered.

• Keep your illustrations as simple as possible with the focus of attention on one person [or
product]. Crowd scenes don't pull.
[2:03 PM, 2/23/2022] Monu: Body Copy

• Pretend you are writing each of your readers a letter on behalf of your client-one human
being to another, second person singular.

• It pays to write short sentences and short paragraphs and to avoid difficult words.

Copy should be written in the language people use in everyday conversation.

• Tell your reader what your product will do for him or her and tell it with specifics.

• Avoid analogies... that they are widely misunderstood.

Stay away from superlatives like "Our product is the best in the world," Gallup calls this "Brag
and Boast." It convinces nobody.

[2:04 PM, 2/23/2022] Monu: Layout

KISS-an acronym for Keep It Simple, Stupid. Readers look first at the illustration, then at the
headline, then at the copy. So, put these elements in that order illustration at the top,
headline under the illustration, copy under the headline.
On the average, headlines below the illustration are read by 10% more people than headlines
above the illustration. But, please do not put the headline at the bottom, under the copy.
[4:37 PM, 2/23/2022] Monu: Posters

Your poster should deliver your selling promise not only in words, but also pictorially.

Use the largest possible type.

Make your brand name visible at a long distance.

Use strong, pure colors.

Never use more than thr elements in your design.

[4:38 PM, 2/23/2022] Monu: COPY WRITING

00:52

Is a specialized form of communicating ideas that are meant to serve the requirement of
modern marketing? The purpose is to inform or persuade or remind. Copy writing skill
requires command over language and on intellectual and creative mentality.

Process of Copy writing:- Acc. To Clarke

1. Abstracting;- relevant data are obtained from market situation, prospect and media

2. Synthesizing:- elements are combined, idea, approaches, acceptance, rejection, revision.

[4:39 PM, 2/23/2022] Monu: Hypothesizing:-Ideas formulated into experimental pattern
culminating in a working statement

4. Gestation:(development )- Objection and difficulties resolved may involve discussion with

others or reference to sources of information.
5. Coalescence:-decision are made for transfer of ideas to physical expression i.e writing

6. Performance:;- action is taken in the form of actual writing.

Copy Element:

03:41

1. Head Line the headlines that part of the copy which has been made to stand out n the
advertisement by the size or style of type in which it has been set. The function of a headline
is to attract the favorable attention of prospective purchasers and to interest them so that
they will read the advertisement.

[4:39 PM, 2/23/2022] Monu: 2. Sub Heading:- Important facts may be conveyed require more
space than the head line.

3. Body copy:- is the middle part of advertisement which includes the text of the
advertisement. A body copy should do the following things to produce

4. Caption: caption are small unit of type used with illustration, coupons and special offers. It
can be in the form of picture option.

[4:40 PM, 2/23/2022] Monu: 5. Blurb or Baloon:- it is a display arrangement where words
appear from the mouth.

[4:42 PM, 2/23/2022] Monu: 6. Boxes and Panel- special display position to get greater
attention.

[4:42 PM, 2/23/2022] Monu: 7. Slogan/ Logo-Logo is a company name, seal or trade mark also
refer to signature.

[4:43 PM, 2/23/2022] Monu: Principles of Effective Print Advertising;-classified into 4 parts

• Establishing an Objective

• Sell to the Objective

• Designing the Ad

Evaluate the Ad

09:12

1. Establishing the Objective- Main selling idea should be aimed at the objective; resist the
appeal to add more. You need to understand what your objective is before putting words and
images on a page.

Are you trying to sell the total company image or to sell a specific product or service?

Is this a new product that you are rolling out and introducing, or an established one that's
known to most of your audience?

[4:43 PM, 2/23/2022] Monu: 2. Sell to the Objective - Sell the merits of the Product or Service

What's in it for me?

a. Emphasize Benefits, not Facts- Instead of simply offering facts, use your ad to offer a
dynamic explanation of what your product can do for the reader.

Consider these two approaches to selling widgets:

11:12

Facts: "ABC company has been manufacturing quality products since 1960. We are family
owned, and our products are made in the US. We are staffed by over 100 industry
professionals!"

What do any of these facts do to support the purchase of ABC Company? Would these facts
help a purchasing manager justify a decision to go with ABC company?
Benefits: "XYZ company are 15% stronger than our competitors, and cost 10% less. Your order
is shipped out via next day service, so you'll never be out of stock."

[4:43 PM, 2/23/2022] Monu: 3. Design the Advertisement

12:11

a. Design the Overall Ad for Easy Reading. Be sure to use simple and specific language. Try to
solve your reader's problem or offer helpful ideas. Call your readers to action - and give them
the essential information needed to act. By aligning your call to action with the ad's objective

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b. Illustrate Your Product in Use

Help your potential customers relate to the product. By showing the product in action, your
ad can create a visualization of your central sales point: what the product will do for the
reader.

[4:44 PM, 2/23/2022] Monu: c. Avoid Humor & Shock Value

As an advertiser, humor is probably not your primary objective. It is often not a successful
method of making sales points.

Keep in mind that what advertisers find humorous is not necessarily funny to your audience.
[4:44 PM, 2/23/2022] Monu: 4. Evaluate the Advertisement

a. Repeat a Successful Ad; Drop an Unsuccessful One

Repetition is good, to a point

Good ads wear out a lot slower than you think

■ Because you are tired of it doesn't mean your audience is

[Link]'t Blame Ad Placement for Poor Performance

[4:45 PM, 2/23/2022] Monu: Copy Principles of TV advertisement

There are 4 stages

a. idea generation- depending upon the idea and objective, the execution styles can be
selected. These styles are;

i. lectures the speaker delivers the message to the audience. Like problem solving,
demonstration, testimonials.

14:59

b. copywriting- the ad copy should be so designed that it makes maximum use of the visual
nature of the media. The message should be simple and conveyed in an easy manner. If the
advertisement is not understood by the audience the viewer cannot go back or read the
sentence like in print ad

c. illustration- the audio portion for a TV commercial consist of all music and voices used in
ad. The use of jingles, is very common .the creative director can create an original tune, use
popular tunes or use modified popular tunes.
[4:45 PM, 2/23/2022] Monu: d. Layout- the idea is communicated with the help of storyboard
which show how the final commercial will look by showing frame wise sketches. It is
accompanied by description of voice over music direction for camera movements and other
design issues. Story boards can be animated or photometric.

[4:46 PM, 2/23/2022] Monu: Media Planning - Introduction

00:52
Media planning refers to an analytical method for making media decisions, and describes the
process of taking the message across to the target audience at the right time and place, and
using the right media vehicle.

The media planning marks on the best way to get the advertiser's message to the market.
Generally, the goal of the media planning is to find that combination of media that allows the
marketer to communicate the message in the most effective manner to the largest number
of potential customers at the lowest cost.

It is a document laying out objectives, strate tactics, resource allocation, and media schedule
and media mix to be used in reaching a targeted audience.
[4:46 PM, 2/23/2022] Monu: Media planning includes the answer to following 5 Ws:

1. Which - Which media is to be picked for communicating with our target audience? i.e.,
identifying suitable media-mix.

2. When - When the ad is to be issued? i.e., deciding month, day, time of ad.

03:08

3. What - What type of message should be communicated? i.e., the message is informative or
demonstrative in nature.
[4:46 PM, 2/23/2022] Monu: 4. Whom - Whom does a marketer want to reach? i.e.,
identifying target audience (potential customers).

5. Where - Where are potential customers located? i.e., identifying geographical area.

[4:47 PM, 2/23/2022] Monu: Media Planning - Factors Affecting Media Planning

Factor # 1. Nature of Product:

05:00
Product to be advertised can be industrial/technical product or consumer product.
Industrial/technical products can better be advertised in specific trade- journals/magazines.
Consumer products can be better advertised through mass media such as television,
newspaper, outdoor advertising etc.

Factor # 2. Nature of Customers:

An appropriate media plan must consider the type or number of consumers, for whom
advertising is to be done. Different consumers differ in their age-group, sex, income,
personality, educational level, attitude etc. On the basis of consumer traits, consumer groups
can be- men, women, children, young, old, professional, businessmen, high income group,
middle-income group, low-income group, Literate, illiterate, etc.

[4:47 PM, 2/23/2022] Monu: Factor # 3. Distribution of Product:

If the product is to be distributed locally or regionally, then media with local coverage and
reach should be considered like local newspaper, cable-network, etc. If product is distributed
on national level, then media with national coverage like national dailies (newspaper),
national-level T.V. channels will be suitable. If the product is to be sold at international level,
then media having reach and circulation in foreign countries will be effective e.g. internet,
magazines with circulation in foreign countries, T.V. channels having international coverage
like B.B.C., CNN should be considered.

[4:48 PM, 2/23/2022] Monu: Factor # 4. Advertising Objectives:

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The main objective of every advertising campaign is to get favourable response from
customer, but the specific objectives can be different. If the objectives of advertising
campaign are to get immediate result then fast media of communication like newspapers,
banners, pamphlets will be considered. If the objective of advertising is to build corporate
goodwill and brand-equity, then magazines, television, neon signboards will be considered.

[4:48 PM, 2/23/2022] Monu: Factor # 5. Nature of Message:

If advertising message is informative in nature, then newspaper will be suitable. If ad message

is to persuade consumers, and potential consumers need to be given emotional appeal,
rational-appeal, demonstration of product, then television media will be suitable for
advertising. If ad-message is to inform the potential customers of sale-promotion schemes,
discount offers, exchange offer, festival offers, then it can be advertised through posters,
banners, newspaper-inserts and newspapers, etc.

Factor # 6. Size of Ad-Budget:

If amount of advertisement budget is more, then costly media like television, national dailies
can be selected. If amount of ad-budget is less, then low cost media like posters, banners,
cable-network, local newspaper, pamphlets will be suitable.

[4:48 PM, 2/23/2022] Monu: Factor # 7. Media Used by Competitors:

10:59

While planning for media the advertiser must consider the media used by competitors and
leaders of that industry. If advertiser does not consider competitor's move regarding media,
then it is possible that advertiser's market share is taken by competition. If industry-leader is
using T.V. as media, then the advertiser too must consider the same media

Factor # 8. Media Availability:

Sometimes it is possible that desired space for advertisements in print media is booked by
some other advertisers and hence not available. For example, advertiser wants to issue an
advertisement on front page of newspaper or on the cover-page of any magazine, but this
space is already booked by some other advertiser, then this media is not available to the
advertiser.

[4:49 PM, 2/23/2022] Monu: Media Planning - Importance

1. Optimum Utilisation of Resources:

14:32

Through media planning, the advertiser can use available resources in an optimum manner.
In media planning, such combination of media is selected and such time is selected, that helps
the advertiser in communicating the advertising message to largest number of target
audience at lowest possible cost.
2. Helps in Achieving Advertising Objectives:

Media plan is a part of overall advertising plan. Media planning includes all such decisions like
selecting appropriate media, appropriate media mix and deciding the scheduling of
advertisement.

3. Selection of Appropriate Media:

In media planning, different media are compared on the basis of cost per reader, cost per
viewer, media-image, media-coverage, media-rating etc.

[4:50 PM, 2/23/2022] Monu: 4. Selection of Optimum Media Mix:

Media planning helps to select optimum media mix. Using different media combination
ensures wide and intensive coverage of target audience.
[4:50 PM, 2/23/2022] Monu: 5. Helps in Allocating Advertising Budget:

UNIT 1ST

16:00

Media planning helps to decide the amount to be spent on different media. It helps the
advertising manager in allocating the ad-budget among different media types/media vehicles.

[4:51 PM, 2/23/2022] Monu: EVELUATION OF MEDIA /TYPES OF MEDIA

1. Print Advertising-includes news paper, magazines, pamphlets, etc

(i) Advertising option in newspaper -

Classified

• Display advertisement
• Special Insert

Advantage of Newspaper Advertising

• Flexibility and timeliness

• Credibility

Local market coverage

[8:11 PM, 2/23/2022] Monu: Advantage of Newspaper Advertising

Flexibility and timeliness

• Credibility

• Local market coverage

• Reach and selectivity

Disadvantage of print advertising TRC

04:30

• Shorter Life

• Poor reproduction quality

• Clutter
(ii) Advertising option in Magazine

a. Consumer Publication

. General interest
[8:12 PM, 2/23/2022] Monu: b. Business Publication

06:38

• General business publication

• Professional publication

• Industry publication

Advantage of Magazine Advertising

• Credibility

High geographical and demographic selectivity

• High reproduction quality

Adding value to the message

[8:13 PM, 2/23/2022] Monu: Disadvantage of Magazine advertising

06:46
• Higher advertising rates

Longer reader time

Low reach

2. Broadcast media

Radio Advertising- Radio is widely used by people to listen music and other programmes
through radio advertiser reaches the every corner of the country.

[8:14 PM, 2/23/2022] Monu: Advantage of Radio advantage

Wide coverage

Cost effectiveness

. Flexibility

• Sponsorship option

Imagery transfer

Disadvantage of Radio Advantage TRO

08:51

• Creative constraint

Limited reach
Lack of proper audience measurement

Television advertising-it is one of the most effective and efficient media for reaching mass
audience. It has the potential for communication action, sound, color, emotion and
demonstration better than any medium.

Advantage of Television advertising

[8:15 PM, 2/23/2022] Monu: Reach

Creativity

Higher impact

Cost effectiveness

Ideal medium for building brand awareness

[8:15 PM, 2/23/2022] Monu: Disadvantage of Television Advertising

Expensive medium

Clutter

Destruction

[8:16 PM, 2/23/2022] Monu: Outdoor Advertising-refers to the advertising activities of a

marketer through the use of public display media. It is the oldest form of advertising. The
outdoor advertising includes poster, painted advertising etc. Outdoor advertising is bound to
grow with the extension in the network of national and state highways. It reminds potential
buyers of the product they wish to buy.

Types of Outdoor Advertising

• Signs

Hoarding/bill Boards

• In - store media

• Balloons
[8:16 PM, 2/23/2022] Monu: Benefits of outdoor media TI

• Reaches more viewers

• Cost efficiency

• Proximity to the purchase location

02:10

• Scope for more creativity

Reach specific target audience

. Constant exposure

• Longevity

Enhance the effectiveness for other media.

Disadvantage of Outdoor media

• No elaboration of product due to space

Problem of getting the data on the number of people who actually see the advertisement

[8:32 PM, 2/23/2022] Monu: Transit media- it involves mainly advertising on the transport
system or city buses, railways etc. Repeat exposure is possible as a majority of people in our
country use public transport on a recurring basis. Transport advertising is often co-ordinated
with outdoor advertising making use of the same picture and messages.

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Advantage of transit media

It offers a sure exposure and repetitiveness

• It is essential a low cost medium

• Long exposure

Reach a large population who continually move.

Disadvantage of Transit media

• Copy is limited. Words limit are there

• Reaches only that segment of the population who are passengers

[8:34 PM, 2/23/2022] Monu: Disadvantage of Transit media

• Copy is limited. Words limit are there

• Reaches only that segment of the population who are passengers

• Limited space is available

Mail Advertising (Direct mail advertising)- it consist of printed matter that is sent by

06:16

the advertiser directly to the prospect. This material is usually sent by mail. Acc. To William J.
Bolen- Advertising messages that are in some written printed or processed form that are sent
by controlled circulation direct to selected individuals.

Forms of Direct mail

a. Booklet

b. Leaflet

c. Catalogue

[8:34 PM, 2/23/2022] Monu: Advantage of Direct mail

• Measure of effectiveness

0103

• Reach

• Personalized capability (Customization) - on the basis of each customer need and taste
[8:35 PM, 2/23/2022] Monu: • Competitive exclusivity - Run the campaign without exposing
the campaign to competitors
01:42

• Communicate the product feature in detail

• Creative option

Response driven

Disadvantage of Direct Mail Advertising

• Negative image as junk mail

• Higher cost
[8:36 PM, 2/23/2022] Monu: Motion Picture media- Cinema

It is occasionally designed as a supplementary medium that reaches the trade and consumers.
Similar to television, motion picture offers an advertiser a combination of sound, sight
movement and the possibility of undivided attention.

[8:36 PM, 2/23/2022] Monu: Sales promotion Media

a. Point of purchase- it includes all advertising material- signs, display. POP is now the more
generally used inclusive term, since it tend to put the emphasis on the consumer or buyer
rather than on the dealer.

Forms of POP

• In store commercials TV hang on the ceiling of the store and shown the advertisement.

10:49
• Counter display-display card at the selling counter of a departmental store.

Display, stand and Racks

• Window Display- sometimes attracting the into stores. It provide the customer with the first
impression of the quality and style of products inside the store as well as the store itself.

Advantage of POP

It stimulate impulse buying

It influences the dealer to stock the goods and increased the sales

[8:37 PM, 2/23/2022] Monu: Internet Advertising - advertising through internet or web is
called internet advertising. Web advertising is one of the most effective systems of advertising
because this is only medium in which all element of persuasion, like AIDA take place.

[8:37 PM, 2/23/2022] Monu: Advantage of internet marketing

• The internet is only medium where all elements take place for persuasion

• Ability to provide interactive communication

13:47

• Chances of seeing the advertisement is increased

• Specific audience segment

Disadvantage of internet Advertising

• Slowness of download

. Privacy concern

• It is not useful for under developed areas.

If you want to more precise the target audience it higher the cost.

Cost of personal computer is high

[8:38 PM, 2/23/2022] Monu: Media Strategies Media planning is generally outsourced to a
media agency and

00:13

entails sourcing and selecting optimal media platforms for a client's brand or product to use.
The job of media planning is to determine the best combination of media to achieve the
marketing campaign objectives.

In the process of planning, the media planner needs to answer questions such as:

• How many of the audience can be reached through the various media?

• On which media (and ad vehicles) should the ads be placed?

• How frequent should the ads be placed?

• How much money should be spent in each medium?

[8:39 PM, 2/23/2022] Monu: Choosing which media or type of advertising to use can be
challenging for small firms with limited budgets and know-how. Large-market television and
newspapers are often too expensive for a company that services only a small area (although
local newspapers can be used). Magazines, unless local, usually cover too much territory to
be cost-efficient for a small firm, although some national publications offer regional or city
editions.

The fundamental purpose of a media plan is to determine the best way to convey a message
to the target audience. A media plan sets out a systematic process that synchronizes all
contributing elements in order to achieve this specific goal. The media plan is broken down
into four stages; market analysis, establishment of media objectives, media strategy
development and implementation, and evaluation and follow-up.

[8:40 PM, 2/23/2022] Monu: The first phase of any media plan is the initial market analysis,
which consists of a situation analysis and the marketing strategy plan. These form the basis
of information which the rest of the media plan is reliant on. The purpose of a situation
analysis is to understand the marketing problem, in relation to their competitors. For
example, undertaking an internal and external review or competitive strategy evaluation.

The marketing strategy plan should establish specific objectives and goals that will solve the
marketing problems that developed. Once the market analysis is complete the improved
knowledge gained should indicate a proffered target market.
[8:41 PM, 2/23/2022] Monu: The second phase in the media plan is the establishment of
media objectives. Just as the marketing analysis lead to specific marketing objectives, this
phase will result in explicit media objectives; such as creating a positive brand image through
stimulating creativity. Media strategy development and implementation is the third phase
and is the point in the process that is directly influenced by the actions from previously
determined objectives. Actions that meet these objectives are taken into consideration with
following criteria; media mix, target market, coverage consideration, geographic coverage,
scheduling, reach & frequency, creative aspects & mood, flexibility, or budget consideration.
Each of these criteria are explained briefly below:

Media Mix - A combination of communication and media channels use that is utilized to meet
marketing objectives, such as social media platforms and magazines.

Target Market – A specific group of consumers that has been identified to aim it's marketing
and advertising campaigns towards, as they are the most likely to purchase the particular
product.

[8:41 PM, 2/23/2022] Monu: Coverage Consideration - To alter the level of exposure of media
to the target market, whilst minimizing the amount of overexposure and saturation into other
demographics.
Geographic Coverage - Increased emphasis of exposure to a certain area where interest may
thrive, whilst reducing exposure to areas they have less relevance.

01:45

Scheduling - The concept of aligning communication activity to coincide with peak potential
consumer exposure times, such as around a big sports game on television.

Reach & Frequency - The decision to have a certain message seen / heard by a large number
(reach) or expose the same message to a smaller group more often (frequency).

. Creative Aspects & Mood - Different mediums for communication should be considered
when developing a campaign. Social media might be more effective to generate emotion than
a billboard poster on a main road.

[8:42 PM, 2/23/2022] Monu: The final phase in the media plan is to evaluate the effectiveness
of the plan and determine what follow-up is required. It is important to assess whether each
individual marketing and media objective was met, as if they were successful it will be
beneficial to use a similar model in future plans.

10:11

Components of a media plan

Define the marketing problem. Where is the business coming from and where is the potential
for increased business? Does the ad need to reach everybody or only a select group of
consumers? How often is the product used? How much product loyalty exists? How to build
awareness or drive consideration through use of optimized contextual based material?

[8:42 PM, 2/23/2022] Monu: Translate the marketing requirements into media objectives.
Must the ad reach people in a wide area? Then mass media, like newspaper and radio, might
work. If the target market is a select group in a defined geographic area, then direct mail could
be best.

Define a media solution by formulating media strategies. For example, the rule of thumb is
that a print ad must run three times before it gets noticed. Radio advertising is most effective
when run at certain times of the day or around certain programs, depending on what market
is being reached.