Introduction to Advertising

1.1 Integrated Marketing communication: Concept, Features- Elements-IMC

Process, Role advertising of IMC.
1.2 Concept of Advertising : Concept, Features, Importance, Evolution, Active
Participants- Advantages of advertising to business firm and consumers, Five M’s of
Advertising (Mission, Measure, Media, Message, Money)
1.3 Classification of Advertising : Geographic, Media, Target, audience and
Functions

1.1 INTEGRATED MARKETING COMMUNICATION (IMC)

Meaning
Integrated marketing communication (IMC) also called as integrated promotion mix.
The IMC plays an important role in persuading, reminding, informing, developing
image and attitudes, and educating the intended audience (normally buyers or
dealers).
William Stanton defines Integrated Marketing Communication “as the element in an
organisation’s marketing mix that is used to inform, persuade and remind the
market regarding the organisation and / or its products.”

What are the Features of IMC?

1. Process :
IMC is a process of communicating messages to target audience in order to promote
firm’s goods and services. The process includes the following steps:
� Identifying target audience
� Determining communication objectives

� Instituting (developing) IMC plan

� Designing communication message

� Identifying communication techniques

� Determining the budget
� Implementing the IMC plan

� Review of performance
2. Main Objectives:
IMC is undertaken to achieve certain well defined objectives which may include:
� Creating awareness
� Developing attitudes

� Developing brand image

� Developing brand loyalty

� Countering competitive claims

� Building corporate image
� Persuading customers to buy products

� Providing information for customers’ decisions

3. Continuous in Nature:
IMC is a continuous activity. There is a constant need to undertake IMC activities to
face challenges of the competitors in the market. For instance, the marketer must
continuously make use of advertising to act as a reminder to the customers to buy
the firm’s products.
4. Elements of IMC:
IMC involves a number of elements that can be used to communicate commercial
messages to the target customers. The various elements include:
� Publicity
� Advertising

� Sales promotion
� Salesmanship

� Sponsorships
� Public Relations

� Packaging
� Participation in trade fairs and exhibitions
5. Creativity:
Creativity is vital in all the elements of IMC. For instance, a good deal of creativity is
required to create effective ads. Creative advertisers always make efforts to bring out
creative ads, something more exciting, entertaining and effective – different from the
existing ads.
6. Art and Science:
IMC is an art because it requires creative talents to produce effective commercial
messages. It is a science, because commercial messages are planned and prepared
after systematic study of target audience, product, competitors, etc.
7. Target Audience:
IMC is normally directed at select target audience. The marketer must select the
right target audience and direct the messages to create a positive impact on them so
that they buy and repeat the purchases of the marketer’s brands.
8. Influences Diverse Groups:
IMC is primarily directed at the present and potential customers. However, while
designing IMC, firms must also consider the various groups that IMC may have an
impact. The various groups include the intermediaries, employees, shareholders and
the society at large.

ELEMENTS OF IMC
There are various elements of IMC. The elements are to be coordinated in such a
way to get the maximum impact.
For instance, if a firm needs to create brand awareness of a newly introduced brand,
it has to undertake publicity, advertising, sponsorship, trade fairs participation, etc.,
so as to create the maximum impact. The number of elements to be integrated and
the money to be spent on each element depends on several factors such as nature
of the product, customers, area coverage, competition, availability of funds, etc.
1. Publicity:
Publicity is a form of mass communication that can be used to promote
products through news and articles carried by the mass media about a firm’s
products, actions, policies, awards, etc. Publicity can be favourable or
unfavourable. A firm may influence the media people to carry positive publicity, and
therefore, a firm needs to maintain good relations with media. Publicity has several
advantages over advertising and other elements of IMC:
� It may reach to people, who may not pay attention to advertising, sales promotion
and sales force.
� It is more believed as compared to advertising and other techniques, as it comes
from the desk of the media.
� It Is normally free of cost. The firm need not pay for the space or time of the media.
� It can provide more information than advertising, as it can provide detailed
information about the firm and its products.
2. Advertising :
It is any paid form of non-personal presentation and promotion of ideas, goods
and services by an identified sponsor. The advertising messages are
communicated through various media such as newspapers, magazines, radio,
television, direct mail, internet, and so on. Advertising plays important role in
integrated marketing communication mix:
� It helps to create top of mind awareness.

� It helps to reinforce positive attitude towards the brand

� It develops good brand image.

� It may help to develop brand quality.

� It counters the claims of the competitors, etc.
3. Sales Promotion:
It includes various techniques that induce a desired response on the part of target
customers and intermediaries. The various sales promotion tools include:
� After-sale-service,

� Banded or combo products,

� Consumer contests,

� Discounts,
� Exchange offers,

� Free samples and free gifts,

� Guarantees or warranties, etc.
4. Sponsorships:
A firm may sponsor sports, cultural and social events, to create a distinct
image for the Organisation and for its brands. For instance, sponsorship of sports
gives a high visibility for the firm. Firms also get distinct image by associating with
distinct sports events like grand slam tennis tournaments, world cup etc.

For instance, Rolex – the king of luxury watches – maintains its distinct image by
sponsoring Wimbeldon tennis tournament – the king of grand slams in tennis. (The
other three grand slams include: Australian Open, French Open, and US Open)
5. Personal Selling:
It involves face-to-face communication between the firm’s representative and
the prospect. It is the oldest form of promotional effort to sell products. The
basic objectives are:
� To find prospective customers.

� To persuade the prospects.

� To clarify any information regarding the products.
� To maintain good relations with the customers.
6. Public Relations:
Professional firms are concerned about the effects of their actions on the
public. A firm should understand concerns of the public and communicate to
them its goals and interests. Otherwise, the public may misinterpret, distort, or
be openly hostile to the firm’s actions. Unlike the other integrated marketing
communication mix elements, public relations is concerned primarily with people
outside the target market, although it may include them. The main objectives are:
� To communicate the firm’s goals and interests.
� To correct erroneous impressions of the firm.

� To maintain good relations with the Society.

� To maintain and enhance goodwill.
7. Packaging :
A properly designed package can influence or induce the prospects to buy the
product. A well-designed package can communicate the type and quality of the
product. Packaging plays important roles such as:
� Providing information of the product.

� Protection of goods while transporting and handling.

� Preservation of quality of the product.

� Promotion of the product (attractively designed packages).

8. Trade Fairs & Exhibitions:
It is one of the oldest forms of promoting the sale of products. In India, the India
Trade Promotion Organisation (ITPO) is set up by the Government to organize trade
fairs and exhibitions. ITPO also assists Indian exporters to participate in trade fairs
and exhibitions in the overseas markets. Trade fairs and exhibitions are also
organised by trade associations and other groups. Participation in trade fairs can
achieve certain objectives:
� Demonstrating the features and operations of the product.
� Observing the efforts of the competitors.
� Generate a list of prospective buyers

9. Direct Marketing :
Direct marketing involves several techniques to sell product directly to the
customers, such as yellow pages, direct mail (sales letters, brochures,
catalogues), interest, and telemarketing. The main advantages are:
� It offers customer selectivity. The marketer can identify and address to the right
target audience of his choice.
� The message can be specially designed to appeal the target audience.

� The message can be changed depending on the response.

� The marketer can communicate quickly the latest information of the product.

6 Steps of Integrated Marketing Communications Process :

There are six key steps you need to keep in mind while creating your IMC strategy.
Here are the IMC process steps:

Step 1: Know Your Audience

The IMC process starts with defining your target audience. Do your market research
and figure out who your audience is based on what you’re offering. Collect the
behavioral and demographic data of your target market to gain insights into your
audience. Based on your target audience data, figure out what benefits you can
provide to them and why they should choose your product or service.

Step 2: Develop an Analysis (Situational or Contextual)

The next step is conducting a situational or contextual analysis to get details about
internal and external factors that can affect your brand. It is also known
as SWOT (strengths, weaknesses, opportunities, and threats) analysis. This analysis
will help you to know what your brand’s strengths and weaknesses are and
accordingly, you can design a perfect marketing strategy.

Step 3: Figure out Your Marketing Communications Objectives

Before starting a promotion campaign, ask yourself what is the goal behind your
marketing communication. Once you have a clear marketing communication aim,
then you can effectively target your potential customers. Here are some common
marketing communications objectives:

� Growing your brand awareness

� Improving your brand image
� Improving sales of your products or services.
� Reinforcing your customer’s purchase decision.
� Changing customer beliefs.
�
Step 4: Set Your Budget
The fourth step of the IMC process is to allocate a realistic budget. The budget can
vary from company to company and it depends on various factors, such as sales
percentage, profit percentage, size of the company, and affordability.

Step 5: Define Your Marketing Strategies or Tactics

The next step is developing your marketing strategy plan to achieve your defined
marketing objectives. Keep your marketing budget in mind while defining your
strategy or tactics. Also, decide which marketing tools you will use for promotion
across different channels. In the next section, we will discuss the 8 most beneficial
IMC marketing tools.

Step 6: Evaluate Performance

The last step of the IMC process is analyzing and evaluating the performance of your
marketing strategies. You can use Google Analytics, sales, and social media tools to
evaluate the effectiveness of your marketing efforts. Based on your marketing goals,
you can measure different performance metrics, and here are some examples:

� Traffic numbers
� Number of sales
� Change in revenue
� Social media marketing metrics such as engagement rate and increase
in follower count.

ROLE OF ADVERTISING IN IMC

Advertising plays an important role in marketing-mix as it creates brand awareness,
develops brand image, develops brand loyalty, improves corporate image, gains
competitive advantage, etc. Advertising also plays an important role with respect to
all elements of IMC.
The role of advertising with reference to the elements of IMC is explained as follows:
1. Advertising and Sales Promotion:
Sales promotion includes various techniques such as discounts, exchange offers,
free samples, gifts, etc., which induce a desired response from the target customers
to buy the products, and from the intermediaries to stock the products for sale
purpose. Advertising plays an important role in sales promotion. Whenever, a
Company comes up with sales promotion offers, the buyers need to be informed
about the same. Advertising does the job of informing and persuading the customers
to show positive response to the sales promotion offers.
2. Advertising and Sponsorships:
A firm may sponsor various events such as sports, social and cultural activities.
Sponsorship aims at creating a distinct image of the organisation (sponsor) and of its
brands. For instance, Rolex – the king of luxury watches – maintains its distinct
image by sponsoring Wimbeldon tennis tournament. The logo of Rolex is made
visible at the Wimbeldon tennis courts.
3. Advertising and Personal Selling:
Advertising makes the personal selling job easier. The salesperson need not give all
possible details of the products, as the customers may be well aware of such details
through ads. Also, the customers may be well convinced to purchase advertised
brands, as they may be influenced by the ads. A salesperson dealing in advertised
brands may be able to sell non-advertised brands as well. This is because, the
customers may respect and trust the sales persons of reputed companies; as
advertising creates good corporate image.
4. Advertising and Public Relations :
Public relations is a strategic communication process that builds mutually beneficial
relationships between organization and its public. It is the professional maintenance
of a favourable public image by a Company
Due to advertising, public may develop a good corporate image of professional firms.
Therefore, the public relations efforts of a reputed company may be easily accepted
by the members of the public.
5. Advertising and Direct Marketing:
Direct marketing involves various techniques to sell the products directly to the
customers, such as yellow pages, internet (online), telemarketing, direct mail (sales
letters, catalogues), SMS and so on.
Advertising can support direct marketing efforts. Creative advertising creates to of
mind awareness and also create a good brand image. Therefore, the direct
marketing techniques may be good response from the buyers who are already aware
of the brand(s) through advertising. For instance, online (direct) marketers may place
ads for special offers for a limited period in various mass media, which may induce
the buyers to place orders online.
6. Advertising and Packaging:
A properly designed package can influence or induce buyers to buy the product. A
well-designed package can communicate the type and quality of the product. A well
designed package can communicate the type and quality of the product. Packaging
provides protection to goods during handling and transportation, preserves the
quality of the products, and also it promotes the product.
Also, the advertisers may display the packages with the brand name in the ads.
Therefore, the buyers become aware of the brand, and as such the buyers may
identify the package at point of purchase (PoP), and accordingly may take a
purchase decision, especially, in the case of impulse purchase products.
7. Trade Fairs and Exhibitions:
At trade fairs, Companies can interact with prospective buyers and convince or
induce them to purchase their products. Advertising can play an important role in
trade fairs and exhibitions. Advertising can inform the target audience regarding the
timings, date, and venue of the trade fair and exhibition. The ads may also inform the
people of the special offers at the trade fairs and exhibitions.
8. Advertising and Publicity:
Publicity is a form of mass communication that be used to promote products through
news and articles published by the mass media about firm(s) products, actions,
awards, etc. Advertising can support and complement publicity. Advertising may be
able to create a favourable image of the firm and its products.

1.2 Concept of Advertising :

CONCEPT AND FEATURES OF ADVERTISING

The word advertising comes from the Latin word “advertere” meaning ‘to turn the
mind toward’. This means that advertising should attract the attention of the
audience, and get them involved or interested in the brand that is being advertised.

The commonly used definition of advertising is given by The American Marketing

Association. It defined advertising as “any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified
sponsor”.

William F. Arens: “Advertising is the structured and composed non-personal

communication of information, usually paid for and usually persuasive in
nature, about products (goods, services and ideas) by identified sponsors
through various media”.

The above definitions and several other authors define the term advertisement rather
than advertising. Advertising is a creative process, which involves among other
things, planning, preparing and placing advertisements in the media to
achieve desired objectives.

Features of Advertising

1. Process:
Advertising is a creative and systematic process. The process of advertising
involves:

� Planning of advertising – what to advertise, why to advertise, when and how

often to advertise, where to advertise, in which media to advertise, and how much
funds to be incurred on advertising.

� Preparation of advertising – creation of ads by considering factors like nature of

the product, nature of target audience, competition, etc.

� Placing the ads in the appropriate media.

2. Paid / Controlled Form:

The advertiser pays for the time and space used in the media. Therefore, the
advertiser exercises control over the advertising process – i.e., what to say in the ad,
where and when to put up the ad, and so on. This feature differentiates advertising
from publicity. Publicity is not paid.

In case of publicity, a Company may write a positive news story about its new
product or performance and send it to the media for publication or for transmission. If
no payment is made to the media; the published story is not advertising but publicity.

3. Non-personal Presentation:
Advertising is non-personal presentation of commercial messages through the media
like press, TV, radio, outdoor, digital, etc. Generally, advertising is not done face-to-
face on individual bases, except in the case of interactive advertising.
If there is personal presentation of ideas, goods and services, it is
salesmanship and not advertising.

4. Ideas, Goods and Services:

Advertising is undertaken to promote ideas, goods or services.
Examples include:
� Goods such as FMCG like tea, toothpaste, toilet soaps etc. are promoted through
advertising.
� Services such as banking, insurance, telecom etc., are advertising to gain
competitive advantage.
� Ideas through public awareness campaigns like family welfare campaigns,
environment protection campaigns, etc., are undertaken by Government authorities,
NGOs and others to create social awareness.

5. Identified Sponsor:
In advertising, the sponsor is always identified, either by the firm’s name and /
or by brand name. In earlier days, there was more emphasis on brand name, but
now-a-days, a good deal of importance is placed on the corporate name as well, and
as such you come across the ads with both the brand name and the Company’s
name.
A strong corporate name often benefits the company to introduce new products, to
secure funds from the capital markets, to attract and retain competent personnel,
and so on.

6. Art, Science and Profession:

� Advertising is an art because it requires creative talents to produce good ads.
� It is a science as ads are planned and prepared after systematic study of the
target audience, product, competitors etc.
� Now-a-days, advertising is considered as a highly specialised profession because
advertising is managed by professional advertising agencies.

7. Element of Promotion-Mix:
Advertising is an important element of promotion mix. The other elements of
promotion-mix include publicity, salesmanship, sales promotion, sponsorships, etc.
Advertising creates awareness, develops brand image, induces the people to
buy the products. Advertising also strengthens the efforts of other elements of
promotion-mix.
For instance, advertising strengthens the sales promotion efforts. Sales promotion
(discounts, exchange offers, free gifts, etc.) with the support of advertising creates
conviction in the minds of the customers, and therefore, the customers would be
induced to buy the products. Without the support of advertising, sales promotion by
itself may not find active support of the customers.

8. Influences Diverse Groups:

Advertising is primarily directed at the present and potential customers. However,
when designing advertising, firms must also consider the various diverse groups that
advertising may have an influence. The various groups include the ad critics, the
distribution channels, employees, shareholders and the society at large.

9. Objectives of Advertising:
Advertising is undertaken to achieve certain objectives such as:
� To create awareness
� To develop positive attitude towards the brand / firm.
� To enhance brand image.
� To develop brand loyalty.
� To improve corporate image
� To face competition, etc.

10.Universal Usage:
Advertising can be used by any individual or by any organisation. Advertising can be
used by Government authorities, NGOs, business firms and others. The
organisations may be operating at local level or even at international level. Business
organisations and non-business organisations can advertise to promote not only
goods and services but also ideas

11.Consumer Choice:
Advertising facilitates customer choice. It informs about the features, price, and other
aspects of goods and services. This enables the customers to make a proper choice
in their buying depending upon their budget, status, preferences, etc.

12.Builds image :
Advertising helps to build image of the Company and that of the brand. Creative
advertising, the personalities used in the advertisement, the programmes
sponsored by the advertiser, etc., helps to build goodwill (image) of the
organisation and that of its products and / or services.

13.Target Audience:
Advertising is normally directed at selected target audience. One cannot sell
everything to everyone. The advertiser has to select the right target audience
and direct messages to them. This is because; most of the times, a product is
meant for a particular class of people. For instance, one would not sell jeans to
elderly people (although they may use them), but to teenagers or young adults.

14.Creativity:
A good deal of creativity is required to create good ads. Every great ad has a big
idea that is creative and original, which makes the product or idea to sell.
Creative people always try to bring out creative ads, something more exciting,
entertaining, and effective – different from the existing ads. For example, Amul Butter
ads are highly creative effective and entertaining.

Importance of advertising :

Advertising is a powerful tool that can help you attract customers, inform them about
your products and build customer trust. Most companies use some type of
advertisement to help them promote their products or services. Understanding what
advertising is and why it's important for organizations to use it can help you develop
effective ads for your company

Advertising is an important part of trade and commerce for multiple reasons,

including:

Increases sales

Advertising's main goal is to increase the number of people who buy your product.
You can achieve this by using advertisements to persuade customers that your
product is high-quality, useful or desirable. An effective advertisement can convince
customers to purchase your product, which may dramatically improve your overall
sales.

Informs customers

Creating an advertisement is a simple way to inform potential customers of your

product and any advantages or features it may have. You can include important
information such as the function of a product, where you can buy it, price and unique
qualities in a short period of time. Advertising also allows you to tell your audience
about promotions such as sales, special services for new customers or special
events.

Helps introduce products

When your company introduces a new product or service, you can create an ad to
inform your customers about it. This allows you to show the new product to a large
number of people and create an interest for the release. Telling a larger amount of
people about your product release may increase the number of people who want to
buy it.

Informs you about your competition

You can use advertisements to monitor your competition and learn about any
developments they make. When a competitor releases a new product or feature,
they may create an advertisement to inform their customers. This gives you the
opportunity to develop something new of your own or create a new advertisement
detailing the features of an existing product that addresses the same challenges.
Retains customers

Using advertising can help remind your customers about your brand and may
encourage them to continue buying your product. A customer who once used your
product may see an advertisement and remember their positive experience. This can
motivate them to purchase that product again or try other services from your
company.

Increases employee morale

An effective advertisement may improve the morale of co-workers who see or hear
about it. People may find it easier to talk to potential customers about new products
or services if the customer is already slightly aware of them. A quality advertisement
may also increase a person's pride in their workplace.

Differentiates your brand

Because most products and services have multiple companies competing for
customers, your company may need to find ways to distinguish itself from
competitors. Advertising elements such as logos, colour schemes, fonts and taglines
are ways to establish a brand identity and create a difference between your product
and other companies. If a customer recognizes or likes your brand design, that may
increase the chances of them purchasing your product.

Increases customer trust

Advertisements can increase familiarity and trust between a company and its
customers. If a potential customer sees multiple ads about your product, they may
consider you a trusted brand. You can also use advertising to address any concerns,
which further builds trust between your company and your customers.

Reaches target customers

Using advertising can help you easily identify or market toward a particular target
audience. After researching a target audience, you can release an ad that may
appeal to them at locations they usually frequent. If you have more than one target
audience, you can create separate ads and market to both audiences in different
areas.

Explains company values

A company with powerful, visible values can reasonate with customers and may
encourage brand loyalty. Advertisement allows you to describe your company's core
traits or values to a wide audience and may encourage them to try your product.
Having clear company values can also increase customer trust and may strengthen
a brand's identity.

Attract the customer's attention

An engaging ad can help attract an audience and encourage them to continue
interacting with the ad. Customers are more likely to remember or buy your product if
an advertisement attracts their attention. Try to use techniques such as bright
colours, jingles, sketches or clever taglines to interest potential viewers and keep
their attention on your product or service.

Focus on your target audience

Understanding your target audience can help you create advertising that interests
them and may increase your overall sales. Identify your target audience by reviewing
sales history or demographic information about your customers or by distributing
customer surveys. Then design advertising that appeals to them using research and
focus groups

Evolution of advertising :
The history of advertising dates back to the early days of human civilisation. The
evolution or growth of advertising can be briefly stated as follows:

1. Early Forms of Advertising:

Three forms of advertising existed during the pre-printing period i.e. before 15th
century. The three forms are as follows:
(a) Trade Marks: In olden days, artisans used to inscribe on the goods such as
pots, wooden tools, etc., certain marks or symbols such as stars, moon, tiger
etc. Such marks came to be regarded as trade marks.
The trade marks were treated as a form of advertising because the reputation of
a particular mark spread by word of mouth. The buyers used to look for such
marks before buying the product or tools at the village fairs or such other places.

(b) Town Criers: Prior to 15th century, shopkeepers and other sellers appointed
town criers to popularize their stores and products.
The town crier wore clowny clothes and played a musical instrument such as
a drum or a flute and attracted the attention of the people at the village fairs,
bazaars, etc. The town crier used to offer samples and praise the shop and
the products sold by such shops.
Town criers were treated as a form of advertising as they attracted the
attention of the people, and also induced or persuaded the people to buy the
products popularized by them

(c) Sign Boards: Signs or sign boards have been in use for over 5000 years. In
the olden days, sellers used to paint signs of the goods on rocks or boards.
People were attracted by those signs and purchased the products popularized by
the signs or sign boards. For example, a sign of a cow was used for dairy
products, a row of ham for a butcher’s shop etc.

2. Birth of Printing Press:

Around 1440, Johannes Gutenberg invented the movable form of printing press.
(a) Handbills: In 1477, William Caxton from London brought out the first ever printed
advertisement in the form of handbill. The advertisement was for a religious look.

(b) Newspaper Advertising: The Gutenberg’s invention made possible the printing
of a newspaper. Initially, the newspapers were published monthly, followed by
weekly and later on daily.
In the 18th century, advertisements started to appear in weekly newspapers in
England. These early print advertisements were used mainly to promote books. In
USA, the first newspaper ad appeared in Boston Newsletter in 1704 for the sale of
estate.

(c) Magazine Advertising: Magazines were first published in the early 1700s.
However, advertising in magazines gained recognition only around 1870. In those
days, most of the advertisements were in the form of posters / handbills and in
newspapers.

3. Birth of Advertising Agency:

� The first acknowledged ad agency was set up by William Taylor in 1786 in
England.
� In 1843, Volney B. Palmer started the first American advertising agency in
Philadelphia. In those days, ad agencies used to act as “salesmen of space”. The ad
agencies used to sell space in newspapers and magazines on behalf of publishers to
the advertisers. They used to get 25% commission for such services. The real
advertising work such as copywriting, art-work etc., by the ad agencies began in the
early 20th century.
� In 1877, James Walter Thompson took over an ad agency (from William James
Carlton) and renamed as James Walter Thompson (JWT) Company. JWT is the
oldest advertising agency that survives even today. JWT hired copywriters and
artists to start the first ever creative department in an ad agency in order to get more
advertising business.

4. Radio Advertising:
Marconi invented the radio around 1900. The radio was introduced to the public in
the early 1920s. WEAF of New York is credited with airing the first paid radio
commercial, on August 28, 1921, for the Queensboro Corporation, advertising an
apartment complex – “Hawthorne Court Apartments in Jackson Heights” in USA.
Because of the invention of radio, it was made possible to advertise to the illiterates.
The music and sound effects of radio advertising gave a new meaning to the field of
advertising

5. Television Advertising:
In 1930s John L. Baird invented the commercially viable television. It was the most
impressive medium of all times. The television advertising combined the effect of
voice and vision, music and motion. The first TV commercial appeared in USA on 1st
July, 1941 for Bulova Watches.

6. Other Forms:
In the 20th century several other forms of advertising came into existence. It includes
neon signs, sky writing, billboards, yellow pages, direct mail, digital, etc.
7. Growth of Advertising Organisations:
Several advertising organisations came into existence during the 20th century:

� In 1914, Audit Bureau of Circulation (ABC) was set up in America and later on
in other countries including India in 1948.
� Advertising agencies associations were also formed in major countries of the
world which include Advertising Agencies Association of America (AAAA) in 1917
and Advertising Agencies Association of India in 1945.
� In India, the Advertising Standards Council of India (ASCI) was set in 1985.
The advertising organisations gave an added impetus to the progress of
advertising throughout the world.

8. Internet:
An interesting form of advertising in the late 1990s is the internet. Internet can be
called as electronic yellow pages. Subscribers to internet open a web site where in
they provide information about the Company and the products. At present, Internet is
the fasters growing medium in the field of advertising.
Various forms of internet advertising include”
� Website advertising – banners and pop-up ads.
� Blog advertising
� Advertising on social networking sites such as Facebook, Twitter, etc.

� Mobile (internet) advertising, and so on.

ACTIVE PARTICIPANTS IN ADVERTISING

Active participants are those individuals or organisations which are actively
associated in the field of advertising. Generally, the list of active participants include:
1. Advertisers:
The advertiser includes sellers of products, trade intermediaries such as
retailers, and social organisations. It is the advertiser who makes the final
decision in respect of the target audience, the media of advertising, the period of
ad campaign, and the size of the ad budget.
� There are advertisers who run a couple of ads in a year, and there are
others who may run thousands of advertising messages in a year.
� There are advertisers who undertake only product advertising, and there are
others who undertake corporate advertising as well.
� The advertisers may advertise throughout the country or they may
advertise in a particular region or local area.
� Some advertisers may take use of a number of media, whereas, others may
use only the local media such as newspapers, or outdoor advertising.
2. Advertising Agencies:
The advertising agency is an independent business organisation,
composed of creative people who plan, prepare and place advertising
messages in advertising media for sellers seeking to find customers for
their goods and services.
� There are agencies who provide a complete package of services – advertising
and other marketing services and there are others who provide only specialised
advertising services.
� There are agencies who earn a couple of lakhs of rupees, and yet there are
others like O&M, Lowe Lintas, McCann Erickson, J. Walter Thompson (India’s top
4 agencies) and others whose annual billings run in several core of rupees.
� There are agencies who employ a few employees and others employ hundreds
of people in their offices.
3. Audience:
It refers to the recipients of advertising messages, i.e. readers, listeners, or
viewers. Every advertising message is directed t either mass audience or to
selected class of audience. Every advertiser intends to convert audience into
prospects and prospects into buyers.
� The ad messages are directed to users of the advertised brand so that they go
got repeat purchases and also recommend to their neighbour and others.
� the messages are directed to non-users who may purchase the product in
future.
� The messages are also directed to the users of competitor’s products so that
they switch over

4. Advertising Media:
The media are the channels of communication through which ad messages are
transmitted or communicated to the target audience. There are several media of
advertising. Each media has its own merits and limitations.
� The most frequently used media are newspapers, magazines, television, radio,
posters, billboards, and neon signs
� Each media has media vehicles. For instance in magazines there are business
magazines.
� In India newspapers account for a major share Of advertising revenue followed by
television and magazines.
5. Advertising Production Firms:
These include copywriters, artists, photographers, typographers, layout
designers, producers, editors and others. They may be the personnel from the ad
agencies or they may be hired from outside by the Agencies on job basis. These
are the people who transform the idea of an ad into a finished form.
6. Government Authorities:
The government authorities control the functioning of the entire advertising
industry. The government adopt laws and regulations which have a direct or an
indirect bearing on advertising. For instance, ads of liquor and tobacco products
are not allowed on television, and radio.
7. Research Firms:
The market research firms also play an important role in advertising, especially in
developed countries like USA, and Western Europe. In 2016, the top three
market research firms in the world include Nielsen, Kantar and IMS Health.
These three research firms have offices in more than 100 countries. In India, the
top three market research firms are IMRB International, RNB Research and
Majestic MRSS. These three market research firms operate in several global
markets.
8. Self-Regulatory Bodies:
There are various self-regulatory bodies which frame codes or standards to be
followed by advertisers, advertising agencies and the media. Through the codes,
these bodies regulate the content of advertising. They may also ban unethical
and advertising. In India, various authorities have laid down self-regulatory codes
relating to advertising. The authorities include:-
� Advertising Standards Council of India (ASCI)
� Indian Newspaper Society (INS)

� Doordarshan
� Advertising Agencies Association of India (AAAI)

BENEFITS OF ADVERTISING
Advertising works to the advantage of various parties. Advertising as a potent tool
of communication is highly useful to manufacturers, retailers, consumers and the
Society at large.
A. BENEFITS TO MANUFACTURER: (BUSINESS FIRMS)
Advertising benefits the manufacturer in a number of ways. The importance of
advertising to the manufacturer can be briefly explained as follows:
1. Introduction of Product:
Advertising helps a manufacturer at the introductory stage. Through effective
advertisements, the manufacturer can create awareness in the minds of the
target audience. Creative ads give a chance for a new product to face the
competition from the established brands in the market.

2. Modifies Attitude:
Advertising helps to modify attitude towards the brand. There are times when
people develop either negative attitude towards a particular brand or they may
have a neutral attitude towards the brand. Through special emphasis on the uses
or benefits of the brand, the manufacturer can advertise the brand and develop a
positive attitude towards the brand.
3. Builds Image:
Ads can develop the right image for the brand. The right image or goodwill can be
developed for the brand depending upon the choice of models or personalities
used in the ads, the type of programmes sponsored, the use of the right words or
language in the ads and so on.
4. Builds Loyalty:
Ads enable the manufacturer to develop brand loyalty. Brand loyalty results in
repeat purchases by the existing customers, and the existing customers may also
recommend the product to their neighbours, relatives and friends. The
manufacturer should make constant efforts through effective ads to develop and
retain brand loyalty of the customers.
5. Market Expansion:
Advertising enables market expansion for the manufacturer. Through effective
ads, the manufacturer can sell not only in the local area, but also enter in the
national market and even in the international market.
6. Corporate Image:
Advertising can develop corporate image for the manufacturer. The manufacturer
can develop corporate image through institutional advertising or public relations
advertising. Even if the manufacturer is wrongly reported in the media, it can be
corrected through advertising and the image of the organisation can be restored
and improved.
7. Economic of Scale:
Advertising enables the manufacturer to generate economies of scale. This is
because advertising generates more demand for the product. This requires more
production. More production results in economies of scale, and thus enables the
manufacturer to bring down the cost of production
8. Improvement in Quality:
Advertising facilitates improvement in the quality of the product. Advertising can
generate more sales. This brings in more sales revenue and profits. A part of the
profits can be utilised for R&D. Effective and efficient R&D will not only improve
the quality but also reduce the cost of production.
9. Avoids Seasonal Sales Fluctuations:
A manufacturer can reduce seasonal sales fluctuations through effective
advertising. For example, the demand for fans is more in the summer season.
However, the manufacturer can generate demand in the winter season for
fans by offering discounts or other offers during the winter season. Such
offers can be communicated effectively through advertisements.
10. Facilitates Distribution:
Advertising facilitates quick distribution of the products. This is because, the
dealers are willing to stock advertised brands as compared to unadvertised
brands.
11. Facilitates Promotion:
Advertising is an important element to promote the product in the markets. The
various promotional techniques such as sales promotion, packaging, etc. can be
effectively used by the manufacturer with the support of advertising.
12. Facing Competition:
Advertising enables the manufacturer to withstand the competition in the market.
The manufacturer can effectively face the claims made by the competitors
through effective advertising. For example, when Pepsodent states that it gives
complete protection to teeth, Colgate states that it provides total protection to
teeth and gums.
B. BENEFITS TO THE CONSUMERS:
1. Information: Advertising informs the consumers about the availability of
products and services in the market. The consumers can also get information in
respect of the features, price, operational instructions, etc. This helps them to
make a proper choice of goods and services.
2. Acts as Reminder: The ads remind the consumers of their requirements, so
that they can plan their purchases well in time. For instance, an ad of umbrella
may remind the buyers to purchase umbrella well before the rains. Again, the
arrival of a particular season such as Diwali or Christmas is often shown in the
ads. This reminds the consumers to make purchases for the festival season.
3. Lowers Product Prices: Consumers can get goods at reduced prices due to
economies of large scale production and distribution. The producers often pass
on some of the benefits of large scale production to the buyers. Again,
advertising encourages competition, as such the sellers cannot exploit the
consumers by charging high prices.
4. Better Quality Products: Since advertising stimulates competition, every
producer makes every possible effort to improve the quality of goods and
services. This results in improved quality of goods and services. The consumers
are at an advantage of higher quality of goods and services
5. Higher Standard of Living:
Consumers can improve their standard of living. This is because advertisements
makes possible a wide range of products and services. Consumers can select
those products and services which add to their satisfaction. This results in higher
standard of living of the consumers in the Society.
6. Guards against Substitutes:
Advertising warns against the cheap substitutes that are available in the market.
Reputed companies often insert advertisements for the benefit of consumers,
regarding the harmful effects of cheap substitutes. Thus, consumers are warned
against the purchase of cheap substitutes.
7. Education to Consumers:
Ads not only informs the consumers but also provides education. The ads
educate the consumers regarding the handling of the product, the uses of the
product side-effects of the product, if any, in case of drugs, etc.
8. Modifying Attitudes:
Ads try to change attitudes of the consumers towards certain products. For
example, many people in India have negative views on women’s menstrual cycle
(Period Taboos). However, social ads from brands like Whisper have broken
such taboos, celebrating womanhood and changing such negative attitude.
9. Consumer Satisfaction:
Advertising is responsible to a certain extent in respect of consumer satisfaction.
This is because the consumers can enjoy better quality of goods at a good price.
10. Saves Time in Shopping: Advertising informs the place / store s to where the
goods are available and as such the customers need not waste his time in
searching for the store.
10. Saves Time in Shopping:
Advertising informs the place / store s to where the goods are available and as
such the customers need not waste his time in searching for the store.

Five M’s of Advertising (Mission, Measure, Media,

Message, Money)
The five M's of advertising are used for advertisement explanation and marketing
element identification. Because organizations need advertisements to expose their
business services and products to customers, these elements are important for any
marketing team on a developing business. Marketing businesses use these M's in
many ways to handle their advertising, optimizing their market shares, and pleasing
their consumer base in profitable ways. For example, small firms may use
advertising agencies to promote their business, while larger firms may have separate
departments for advertising.

Because of the importance of advertising in a business, big or small, companies may

even have entire departments dedicated to different products, brands and services
within a single company. Understanding the five M's can help a department make
decisions concerning what products or services they sell, and what resources they
have with which to advertise these items. The five M's can all help a department
understand how to develop brands, market toward a target market and build a
strategy for future profits. The five M's of advertising are as follows:

Mission

The marketing mission is what a department wants to complete with an ad. It can be
to sell a product, promote a service, develop a brand or more company objectives. It
could inform the customers of the delivery stages of a product, such as one that is
still in development. Even if a product is unreleased, advertisements can still
promote the product through a dual mission goal. Advertisements that both promote
and give details about a product accomplish two mission goals: to describe the
product to customers and to garner interest in the product for potential buyers.

Both of these goals serve similar objectives but complete different requirements. A
mission can also persuade customers to aim for a particular brand in the product.
This could be, for example, used in an advertisement for a popular brand, when it
mentions another brand within the same company. Companies can use one product
to advertise another to fulfill a specific mission. A mission can also be simply to keep
customers informed about the product, to keep them thinking about it in a repeated
pattern.

Money

Money in the five M's of advertising concerns all the budgets for collective
advertising. This can apply to the media used, the geography of the advertising and
the demographics the advertising targets. This can also concern how long the
advertisements run, and with what products they associate with. Depending on many
of these factors, an advertisement could be more or less expensive and effect the
overall budget.

Message

The message of an advertisement is the medium from which the advertisement

communicates with or delivers to the target audience. Messages generate within
departments in different ways before they become available to the current audience.
Inductive message generation allows business leaders and department heads to
brainstorm before deciding on a final message. Deductive reasoning in message
creation attributes message purposes to rational, sensory and social values of a
customer. Both of these methods acknowledge and rely on message execution,
which is the format in which a message delivers to a customer.

Media

Media is the medium through which advertising conveys. When choosing how to
convey an advertisement, members of the department focus on the reach, impact
and frequency of the media while considering the advertisement itself. They also
determine the mode of media by what is available to the company, including what
resources they have to develop and mass produce the media, if necessary. Once
they consider these factors, they choose the media vehicle and the media vehicle's
timing, or how long the media add projects to the audience.

Measurement

Measurement is a post-advertisement set of activities that measures how effective

an advertisement was to the target audience and for the product. Using research and
analysis tools, a team can determine the problems and improvement potentials that
they can accomplish to encourage advertisement development. This step helps
increase overall profitability of an advertisement and can help improve
advertisements in the future.

1.3 Classification of Advertising :

Advertising can be classified in many ways. Some of the ways in which it can be
classified are as follows:

I. On the basis of Geographic Area:

1. Local Advertising: This is also known as retail advertising. This is undertaken
mostly by retailers in a local area which can be a village, a town or a city or even in a
small locality. The response expected is “Buy at my store”.
The media used is normally the newspapers, cable network, neon signs, posters,
billboards and local cinema. Local advertising builds name and goodwill of the store
and bring in more sales from the local buyers.
2.Regional Advertising: This type of advertising is done in a particular region, say
western region, southern region, etc. There are certain marketers who concentrate
their marketing efforts in a particular region and as such they concentrate their
advertising effort in such region.
The media used are regional television and radio networks, regional magazines,
newspapers and also outdoor media in a particular region
3. National Advertising: This type of advertising is undertaken by marketers who
sell their products throughout the nation. Examples include Colgate Palmolive, HUL,
Godrej, P&G etc. The response expected is “Buy my brand”. The advertisements
are in respect of branded products. The media used include national network of
television, and magazines. They also use newspapers, radio, etc.
4. International Advertising: This is undertaken by MNCs, airlines, hotels and
exporters who promote their products / services in different countries. Examples
include advertising by Philips, Taj Hotels, Suzuki Motors etc.
The international advertisers may use the same advertising campaign worldwide or
they may modify their ad campaigns depending upon the target audience in different
countries.

II. On the basis of Audience:

5. Consumer Advertising: It is directed at the consumers. Such advertising is done
to create awareness and to induce action on the part of consumers, i.e., purchase of
goods and services or some other action.
The media used include television, radio, magazines, newspapers and others.
Examples of such advertising include Colgate tooth-paste, Dove soap, wheel
detergent etc.
6. Industrial Advertising: It is undertaken by sellers of industrial products. They
advertise to business people to purchase the products and services so that they can
use such items in their business activities.
Examples of such advertising include Emco Transformers, Kirloskar Industrial
Pumps, etc. The media used industrial journals and direct mail.
7. Trade Advertising: It is undertaken by manufacturers of consumer goods as well
as industrial goods. It is undertaken to influence the dealers to stock and promote
their products.
Through trade advertising, the advertiser expects the response “Stock and
promote the sale of my products”. The media used include brochures, folders,
trade journals and direct mail.
8.Professional Advertising: It is undertaken to influence the professionals like
doctors, lawyers, architects, professors, etc. The media used can be direct mail.
Mostly, the professionals are approached personally by sales representatives to
prescribe or recommend the product.
The response expected from the professionals is "Recommend or prescribe my
brand”. This type of advertising is required for the promotion of college / university
textbooks, medicines, building materials etc.

III. On the basis of Media:

9.Press Media: It includes the use of newspapers and magazines. In 2022, print
media had a share of 21% of the total and spend in India. Over 90% of the print
advertising is commanded by newspapers and the remaining share is that of
magazines.
Print advertising can be used for future reference if so required. Also, detailed
information can be provided in the print advertisements, which may not be possible
in outdoor, television, and on radio.
10.Broadcasting Media: It includes advertising on radio and on television. In India,
television advertising has gained importance and is ranked second in terms of
advertising expenditure after newspapers. In 2022, TV media had a share of 34% of
the total advertising expenditure in India.
Radio advertising plays an important role especially in rural areas. However, its
share was 2% of the total advertising expenditure in India in 2022.
Television advertising with its voice, vision, music and motion effects creates a good
impact on the minds of the target audience. Radio advertising also creates a good
impact, especially, in the rural areas, where some of the people may not have
television sets.
11.Outdoor Media: It includes posters, neon signs, transit, point of purchase (POP),
etc. Outdoor advertising can be a good supporting media to other forms of
advertising.
It is a good form of reminder advertising, especially, the POP advertising. Transit
advertising and hoardings are the major forms of outdoor advertising. In 2022,
outdoor media had a share of 4% of the total advertising expenditure in India.
12. Internet Media: Internet as a medium of advertising is the fastest growing
among the major media in India. It was growing at the rate of 50% upto 2012. In
2022, the growth rate of internet advertising was over 35% and its share in the total
advertising expenditure of India was38% in 2022.
13. Miscellaneous Media: The miscellaneous media includes direct mail, handbills,
calendars, diaries, cinema advertising and so on. These media can play supporting
role to the major media such as television, and newspapers. Among the
miscellaneous media, cinema advertising plays a major role.

IV. On the basis of Functions:

14. Direct Action and Indirect Action Advertising: Direct action advertising is
undertaken to obtain immediate response or action of target audience. Examples
include discount sales advertising, sale with free gift offers, use of coupons, etc. The
media used is mostly newspapers, and television.
Indirect action advertising is undertaken to influence the audience towards
advertiser’s brand. The advertiser expects the target audience to prefer his brand as
compared competitors whenever a buying decision arises in future.
15. Primary and Selective Advertising: Primary advertising is undertaken by
trade association or by cooperative groups. It is undertaken to create generic
demand for products and services. For example, the Coffee Board may advertise to
consume more coffee.
Selective Advertising is undertaken by marketers of branded products. The
advertiser intends to create selective demand for his brand. Examples include Tata
Tea, Nescafe etc.
16. Product and Institutional Advertising: Product advertising is undertaken to
promote the sale of products – branded or unbranded.
Institutional advertising is undertaken to build name and goodwill of the
organisation. It is also known as corporate advertising or image advertising. It is
mostly undertaken by large firms.

V. On the basis of Stages:

1. Pioneering Stage: Advertising done during the introductory stage to make the
audience aware of the new brand is called pioneering type. However, in real sense
pioneering advertising refers to advertising of a newly launched innovative product.
Examples: ads of electric razors, electric toothbrushes, liquid tea etc.
2. Competitive Stage: Once the product survives the introductory stage, it has to
face a number of competitors. Advertising undertaken to face competition is called
competitive advertising. Most of today’s advertising is competitive in nature.
3. Retentive Stage: It is also known as reminder advertising. When a brand is
used by a major part of the market, the advertising is so designed to maintain brand
loyalty. It is undertaken to remind the buyers to repeat the purchase of the advertised
brand.

By
Bhoomika L. Rathod.
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Media in Advertising
2.1 Traditional Media: Print Media (Newspaper, Magazine advantages and
disadvantages) Broadcasting-(T.V ,Radio Advantages and Disadvantages) Out of
Home advertising- Posters, Bill boards, Hoarding, Transit- Advantages and
Disadvantages.
2.2 New age advertising : Out of Home Advertising: Blimps, Balloons, Drones,
Wraps, Event sponsorship, Merchandise, Digital media - types -advantages -
limitations Social Media advertising : You tube video advertising - Instagram ads and
Facebook ads. Immersive technology- Virtual reality and Augmented reality
2.3 Special Purpose advertising: Rural Advertising ,Financial Advertising,
Corporate Image Advertising, Institutional Advertising, Native Advertising, Green
Advertising, Advocacy Advertising, Surrogate Advertising, Covert Advertising
,Celebrity Advertising , Public Service Advertising.

Introduction :
Media refers to a platform or medium through which a message can be sent to a
large audience at a same time. It is a tool used widely to communicate to the
viewers, listeners and consumers. Advertising media refers to various advertising
vehicles or medium used to promote about product and services offered by
advertiser. When a combination of media is used to deliver the message to a target
audience it is called as media mix. The objectives of advertising media are as
follows:
1. To inform and educate the general public
2. To promote about goods and services offered
3. To capture the target audience by selecting appropriate media
4. To select the suitable media vehicle for promoting the goods

Advertising media is an important domain in business and advertising. With the

passage of time, there have been several ways in which ads are being showcased
and can be communicated to customers. There are different types of advertising
media present.
2.1 Traditional Media :
Traditional media is any type of content that is distributed through established
channels. These channels have been around for many years and are typically well-
known and trusted by consumers. Some examples of traditional media channels
include film, television, radio, and print publishing.

One key thing to understand about traditional media is that it generally requires more
financial resources to produce than other types of content.

For example, making a movie or TV show can be very expensive due to the cost of
sets, props, costumes, equipment, and location fees. Similarly, printing a newspaper
or magazine requires purchasing paper and ink, renting space in a printing press
facility, and paying for distribution.

These higher costs often mean that traditional media companies are large
corporations with significant financial resources.

Many businesses continue to rely on traditional media for their marketing and
advertising campaigns, which can be very effective if their target consumers
regularly engage with these forms of media.

PRINT MEDIA
Meaning
In print advertisements, the promotion of goods is done through print form i.e. on
paper. It includes advertisements published in newspaper, magazines, journals,
books etc. Among all print media newspaper is most popular one followed by
magazine, advertisement. The advertiser prefers print advertisement as it reaches
majority of the houses.

Newspaper Advertising : Newspaper advertising has been one of the oldest

and widespread forms of advertising . Newspaper gives a complete package to
a reader, which gives them a combination of news, views, opinion, comments etc.
They are also available in various languages which makes them more popular
especially among urban areas.
Advantages of Newspaper Advertising :
1) Economical: The rate of newspaper advertisement is cheaper as compared
to broadcasting media. The rate of newspaper advertisement will vary
depending upon following factors:
Popularity of the newspaper
Size of the advertisement
Which section of the newspaper advertisement appears.
Creativity of colours used.
2) Mobile in nature: Newspaper can be easily carried from one place to another.
Therefore, the advertisement published in newspaper can have wider scope. For
instance, the advertisement placed in newspaper can be read by many. Thus, by
purchasing one newspaper all family members and even neighbours or guest can
also read.
3) Effectiveness of advertisements: The effectiveness of advertisement can be
checked by conducting pre and post sale analysis. For instance, the sales prior to
the advertisement must be recorded and same can be compared with the sales after
giving the advertisement in the newspaper. If the results are not as per expectations,
corrective steps can be taken.
4) Longer life: As compared to other media newspaper advertisement has longer
life .i.e. for 24 hours. This will help advertiser to reach out at larger scale readers at a
same time. Hence, reader can read newspaper at any point of time.
5) Detailed information: A detailed advertisement can be given in newspaper. The
features, price, terms and conditions etc can be written in detail. The advertiser can
also give details about other products offered by company.
6) Wide coverage: Newspaper capture certain geographical areas i.e. it reaches
from local to regional and then to national level. Thus, having wider coverage at
different age groups, income levels and rural as well as urban areas.
7) Flexibility: The editorial team accepts changes to be made in newspaper
advertisement even one-day prior. Therefore, It gives the advantage of flexibility to
advertiser, where a lastminute changes are accepted.
8) Reference value: Newspaper advertisement provides reference value to the
readers. Readers can cut it and keep it for reference in future. The same cutting can
be shared with relatives, friends etc.
9) Reliability: The advertisement placed in newspapers is highly reliable as it is
monitored by ABC (Audit Bureau Circulation). It generates confidence in the minds of
advertiser and customers rely on the ad given.
10)Status: Every newspaper, holds a particular status in the market, hence,
depending upon the popularity of the newspaper, ad can be placed. It will help
advertiser to get good response from the readers
Limitations / Disadvantages of Newspaper Advertising:
1) No demonstration of the product: It is not possible to display the demonstration
or the usage of the product in the newspaper ad. Whereas, certain products need to
have a demonstration. Therefore, newspaper advertising is not suitable for all the
products.
2) Reducing interest: Nowadays, the demand for newspaper is declining because
of instant news, messages which are sent through social media and other
applications. Since the demand is reducing the promotion of goods will not be
reaching at mass level.
3) High competition: The competition among media is high and newspaper
advertisement faces lot of difficulty to cope up with the competition. The
broadcasting media attracts huge audience as they have audio and video effects.
4) Quick reading: The main objective of newspaper is to spread current news,
stories etc to readers. Reading advertisement is a secondary part of newspaper.
Thus, people may miss out on advertisement while reading news.
5) Clutter: The number of advertisements in the newspaper is increasing and
therefore advertisers are facing the problem of clutter. It involves when there are too
many advertisement readers do not read but neglect it.
6) Limited coverage: Although, newspaper has wide coverage, it cannot be read by
all masses. Especially, newspaper advertisement is not suitable for illiterates as they
cannot read and understand. Thus, it reduces its scope.
7) No much scope for creativity: The usage of audio and video cannot be done
hence there is no much scope for creativity. However, colourful pictures and photos
of celebrities can be used to attract the audience.
8) Not suitable for all products: The newspaper advertising is suitable for those
products which are to be explained in detail. Therefore, newspaper advertisement is
not suitable for all products.
9) Average print quality: Advertiser will not have choice to decide the quality of
paper. Most of the newspaper advertisement suffers due to poor quality of paper. It
makes ad very routine and not attractive.
Magazine Advertising:
Magazine advertising has long been considered one of the best ways to use print
media to promote a business, a product, or even just an exciting opportunity.
Magazine, both trade and business journals, are a major medium for business to
business marketing. Magazines are considered as the most specialized of all
the advertising media. The magazine industry has often been described as “survival
of the discriminating.” The number of magazines has increased steadily to serve the
educational, informational, entertainment and other specialized needs of consumers,
business and industry. Magazines and Journals may be weekly fortnightly, monthly
or quarterly publications. Special magazines for women and children are also
published. Special issues are made during festivals. Magazines like India Today,
Business India, Business World, etc., are some of the popular magazines in India.
Availability of a wide variety of magazines makes them quite an appealing medium to
a very large number of advertisers. Magazine advertising is equally popular among
large and small companies.
Advantages of Magazine Advertising
1) Suitable for specific demographic audience: Magazine reaches out to a
customer within targeted demographics, and thus the marketing efforts will have
exposure to many potential lprospects. Especially it is suitable for office goers.
2) Long life span: A magazine is more than a simple news source or bit of
entertainment. It’s a periodical piece of literature that many subscribers save to
review more than once. This gives the advertisement potential for repetitive
exposures.
3) Mobility: People read magazines at doctor’s offices while they are waiting.
Friends give magazines to each other to read. Magazines may be read at coffee
shops, bookstores, or even at the beach. Some customers read magazines while
waiting in a checkout line at the grocery store.
4) Status: Magazine titles are well respected in their field, so an advertisement in
these will increase the prestige of product/service. Eg : the advertisement of
cosmetics can begiven in women era magazine which has high demand among
females.
5) Visual quality: The visual quality of magazines tends to be excellent because
they are printed on high quality paper that provides superior photo reproduction in
both black and white and colour as fashion advertisers in particular.
6) Creativity: Ads in magazines look better and so is the product, because of better
quality paper, colours, fonts, sizes, inserts, etc. This medium can be used more
thoroughly to distribute attached promotions, coupons, samples etc. For example, a
cologne advertisement in magazines usually attached to a sample paper with its
smell.
7) Audience receptivity: Magazines have a high level of audience receptivity. The
editorial environment of a magazine lends authority and credibility to the advertising.
Many magazines claim that advertising in their publication gives a product prestige.
8) Sales promotion: Advertisers can distribute various sales promotion devices
such as coupons, free samples and information cards through magazines. The
readers can take the benefit of it by redeeming it in nearby store.
Limitations / Disadvantages of Magazine Advertising :
1)Limited flexibility: Ads must be submitted well in advance of the publication date.
In some instances, advertisers must have full advertisements ready at the printer
more than two months before the cover date of monthly publications.
2) No demonstration: Certain product requires product demonstration which is not
possible with magazine advertisement. No matter the ad can be made creative and
attractive but demonstration of the product has a different impact on consumers and
encourages them to purchase it.
3) High cost: For a general audience magazine such as India today, advertising
rates are quite high and magazines of this type do not compare favourably with other
media such as network TV in terms of the cost to reach a broad mass audience.
4) Clutter: Each magazine advertiser hopes readers will notice its professionally
prepared ad, will stay on the page long enough to absorb the message and gain a
favourable impression that results in a purchase decision. A reader flipping through
multiple ads while searching for a feature story might pay little attention to each ad's
content or might decide not to read any ads at all.
5) Not suitable for small traders: Smaller advertisers don’t get the best positioning
in the magazines and are usually crowded together in the back. Space and ad
layout costs are higher. The slower lead time increases the risk of ad getting
overtaken by events. There is a limited flexibility in terms of ad placement and
format.
6) Limited reach: Magazines don't have the same reach as television or radio.
Readers are typically narrow segments of people interested in the given topic of the
magazine. This means that magazines aren't the best option if you want to reach a
sizable, broad, general audience of customers.
7) Long processing times: Magazines are normally published weekly or monthly.
Because of the significant amount of content, pictures and ads included in a typical
issue, it takes weeks to layout one issue. Publishers usually require that advertiser
fixes the ad in four to six weeks ahead of when they want to run. Discounts for earlier
submissions are common.

BROADCASTING MEDIA :
Broadcasting is the distribution of audio or video content to a dispersed audience via
any electronic mass communications medium which broadly includes Radio and TV.
Radio Advertising :
Radio advertising is a form of advertising that utilizes radio waves to promote a
product, service, or brand to a target audience. It involves the use of radio
broadcasts to communicate a message to potential customers.

Radio advertising typically involves the creation of a radio commercial, which is a

brief audio message that communicates a message about a product, service, or
brand. Radio commercials can take various forms, including jingles, voiceovers, and
sound effects.

Radio advertising can be targeted to specific audiences by choosing the right radio
stations that cater to the desired demographics.

In India, radio broadcasting was started in 1927 with two privately owned
transmitters at Bombay and Calcutta. Government took them over in 1930 and
started operating under the name Indian Broadcasting Service. In 1936, the Indian
Broadcasting Service was renamed as All India Radio. Commercial broadcasting
started only in 1967 on Bombay, Nagpur and Pune stations on experimental basis.
Advantages of Radio Advertising
1) Target audience: The most important advantage of radio offers is its ability to
reach specific audiences through specialized programming. In addition, radio can be
adapted for different parts of the country and can reach people at different times of
the day.
2) Affordability: Radio may be the least expensive of all media. The costs of
producing a radio commercial can be low, particularly if a local station announcer
reads the message. Radio’s low cost and high reach of selected target groups make
it an excellent supporting medium.
3) Frequency: Because radio is affordable, it’s easier to build frequency through
repetition. Media plans that use a lot of radio are designed to maximize high levels of
frequency. Reminder messages, particularly jingles and other musical forms are
easier to repeat without becoming irritating.
4) Mental imaginary: Radio allows the listener to imagine. Radio uses words, sound
effects, music and tone of voice to enable listeners to create their own pictures. For
this reason, radio is sometimes called the theatre of the mind.
5) Cost efficiency: Cost advantages are quite significant with radio as an
advertising medium. Radio time, cost is less than TV and the commercials are quite
inexpensive to produce. They require only a script of the commercial to be read by
the announcer, or a pre recorded message that the station can broadcast.
Advertisers can use different stations to broaden the reach and frequency within a
limited media budget.
6) Flexibility: Among all the other media radio is the most flexible one. Copy can be
submitted up to airtime. This flexibility allows advertisers to adjust to local market
conditions, current news events and even the weather. Radio’s flexibility is also
evident in the willingness of stations to participate in promotional tie ups such as
store openings, races and so on.
7) Exposure to illiterates: The radio advertisement can convey the message to
illiterates too. The radio channels are available in different languages therefore the
message can be easily pass on to illiterates.
8) Portability: Radio can be taken easily from one place to another and hence the
advertisement can be heard by many people at a same time. It gives advertiser an
opportunity to cover wider market to promote about the product.
Limitations / Disadvantages of Radio Advertising :
1) Poor attentiveness: A primary drawback is that people listening to it are often
engaged in other activities, such as driving, cooking etc. Therefore, the level of
attention and engagement towards ad will vary. It can take many impressions before
a listener actually hears the message.
2) Lack of visual appeal: Whereas television, the other prominent broadcast
medium, has multi-sensory appeal, radio can only impact audience through sound. It
takes very talented copywriters to instill theater of the mind with the listening
audience.
3) Clutter: With the increasing intensity of advertising, clutter has become a problem
in advertising media, and radio is no exception. Commercial channels carry many ad
messages every hour and it is becoming increasingly difficult for ad messages to
attract and retain audiences’ attention. Much depends on the precision of script
writing, accompanying sounds and level of distortion.
4) No priority: Listening to the radio is done when anyone is doing some work. This
reduces the amount of attention one can give. Whereas, in case of TV and
newspaper advertisement customers are fully focusing on the ad. Therefore, there
are chances that people may neglect or give less attention to ads on radio.
5) Clutter: Like other media, radio advertisement also suffers from the problem of
clutter. Nowadays, there are too many ads on radio and therefore many a times the
audience is also confused and boredom with same. Therefore, though radio ads are
attractive they may not hold the audience for long.
6) Less popular: As compared to other media, radio advertising is less popular as
nowadays all the songs are easily available at YouTube or on various songs app.
Therefore, listening to radio as declined up to larger extent. The introduction of news
channel has reduced the listening of radio.
7) Not suitable for all products: There are certain products which require visuals
and demonstration for such products radio advertisement is not suitable. It is
because there are no vide oeffects and thus it will not attract consumers to purchase
the product.
8) Cannot be referred: Once listened ad cannot be heard again till the time it is
played again by the channel. Hence radio advertisement do not have reference
value like print media advertisement. However, it becomes difficult to trace the
required ad.
Television Advertising :
Television advertising refers to the process of creating and airing commercials on
television with the aim to promote a product or service.TV advertising is one of the
most common and effective ways to reach consumers. This is because it offers a
wide reach, frequency, and impact.

Television provides the ability to communicate sight, sound, motion and emotion.
The viewer can instantly see the product, view it in a variety of situations, determine
how it can be of benefit to their application and leave them with a lasting impression
on the business.
Advantages of Television Advertising :
1) Creativity: The interaction of sight and sound offers tremendous creative flexibility
and makes possible dramatic, life like representations of production services. TV
commercials can be used to convey a mood or image for a brand as well as to
develop emotional or entertaining appeals that help make a dull product appear
interesting. Television is also an excellent medium for demonstrating a product or
service.
2) Wide coverage: Everyone, regardless of age, gender, income or educational
level, watches TV at least for some time. Marketers selling products and services
that appeal to broad target audience find that TV allows them to reach mass
markets. TV is popular medium among companies selling mass consumption
products. Companies with widespread distribution and availability of their products
and services use TV to reach the mass market and deliver their advertising.
3) Selectivity: Proper slot must be selected to telecast the ad and it is due to
variations in the composition of audiences as a result of programme content,
broadcast time and geographical coverage. For example, Sunday morning TV caters
to children, Saturday and Sunday afternoon programmes are geared to sports
oriented male and week daytime shows heavily to homemakers.
4) Demonstration: The demonstration of the product can be shown through
television advertisement. It will encourage viewers to purchase the product. Eg:
Maggi is shown how it is being made in 2 minutes. Easy to cook good to eat.
5) Ability to create humor: Television advertisement generates humor among
general audience. As it ads audio, video and jingles. It attracts the customer and
thus they may take a decision of purchasing the product.
6) Can reach illiterates: The ads shown on television are indifferent languages and
since it has audio effects the illiterates can also be attracted to see and understand
the ad. Many of the social advertisements are shown on television to generate
awareness among illiterates
7) Low per person cost: As lakhs of people watch the ad at a time the per person
cost is less. Eg: Door darshan National Channel is watched by lakhs of people
especially in rural areas
8) Captures international market: Certain channels are shown at international level
and thus the ad can be telecasted to other countries too. Therefore, Indian
companies may get the orders and popularity from other countries.
9) Repetition: The same ad can be repeatedly shown on television. It increases the
chances of people viewing the ad and hence the popularity of the product increases.
It can also create top of mind awareness.
Limitations / Disadvantages of Television Advertising:
1) Costs: Despite the efficiency of TV in reaching large audience, it is an
enormously expensive medium to advertisement. The high cost of TV ads stems not
only from the expense of buying air time, but also form the cost of producing a
quality commercial. More advertisers are using media driven creative strategies that
require production of a variety of commercials, which drive up their cost. Even local
ads can be expensive to produce and often are not of high quality.
2) Lack of selectivity: Advertiser who are seeking a very specific ,often small, target
audience find the coverage of TV often extending beyond their market, thus reducing
its cost effectiveness .Geographical selectivity can be a problem for local advertisers
such as retailers since it rates on the total market area it reaches. Audience
selectivity is difficult as advertisers target certain groups of consumers through the
type of programme or day and/or time they choose to advertisement.
3) Clutter: Like other media, television advertisement also suffers from the problem
of clutter. Nowadays, there are too many ads on television and therefore many a
times the audience is also confused and boredom with same. Therefore, though
television ads are attractive they may not hold the audience for long.
4) Lack of clarity of message: The ad message can be lost in the maelstrom
television. Viewers may change the channel or decrease the volume during
commercial breaks is a common habit, losing the reception of messages. So, the
idea may not be so clear and the objective is not reached.
5) Fleeting message: TV commercials usually last only 30seconds or less and
leave nothing tangible for the viewer to examine or consider. Commercials have
become considerably short as the demand for a limited amount of broadcast time
has intensified and advertisers to get more impressions from their media budgets.
6) Negative attitudes: Many consumers have negative attitude about TV
commercials. A number of filters negatively impact the ad, even if it reaches a large
audience. Leaving the room, talking to friends, texting, flipping channels, reading and
simply spacing off are all things that can distract viewers from watching and
absorbing commercial message.
7) Lacks flexibility: It's not as easy as editing your print ad. Most times, a TV ad will
need to be shot again, or at least that part of it will need to be re-shot, and it's difficult
to pick up action in the middle of an ad and to come away with the same feel of the
ad as the first time.
8) Time consuming process: Even a 30-second ad or the 10- and15-second clips
of recent years, require a lot of effort. Advertiser needs to hire a script writer or an ad
agency, actors and a director. Re-hearsing, shooting and retakes consume an entire
day or more. It's time-consuming and stressful process.
9) Placement of ads: The advertiser may not get the right placement of ads during
the TV programme. The ads of competitors may appear at the same time and in the
same programme. Therefore, the audience may not be responsive to TV advertising.

OUT- OF- HOME (OOH) / OUTDOOR ADVERTISING:

Outdoor advertising is the oldest form of advertising. Today’s outdoor media of
advertising are nothing but a refinement of the ancient method of delivering a
message to a large group of people. Outdoor advertising is bound to grow due to
increase in number of automobiles, dispersion of population to the suburbs, greater
mobility of people. The more people travel, the more they are exposed to advertising
messages carried by this medium. Following are the different forms of outdoor
advertising:
1) Billboard: The “bills” were pasted on walls, fences or on boards around the town.
The word billboard has its origin in the play bill posted outside the theatre. After
automobiles came in and the road network became increasingly extensive, the
outdoor poster at the roadside became a useful medium of advertising. The bigger
posters, called bleed posters of size 125 inches by 272 inches have also gained
popularity.
2) Posters: They are of great value in developing countries like India with a great
deal of diversity of languages and problems of literacy. Mostly posters remain in
position for a period of time say several weeks. Therefore, they enjoy 24-hour
exposure and long life. The fact is that audience gets only a fraction of second to
view the advertisement. But this is compensated by repetition of viewing. It is a mass
medium to communicate large number of people at a same time.
3) Neon signs: Neon signs are electronically controlled, move and form patterns.
Once seen in part viewers wish to see the complete one. In neon signs light emitting
diodes, computer cards and curtain backgrounds are used. Neon signs are
especially useful as ad medium in those cities which have night life.
4) Transit advertising: It is mainly advertising on the public transport system, such
as metropolitan city bus transport, suburban rail system and advertisements placed
on railway stations, bus stands and air terminals. The transit advertising operator
places and maintains the transit ads on the vehicles for which the advertiser
contracts.
5) Print of hoardings: Hoarding is technically known as single pass poster printing
machine and is totally computerized. From single colour transparency or even a
print, posters of any size can be printed as per specifications. There is no upper limit
on the length of the picture, but the width, is restricted to 8 feet.
6) Point of Purchase (POP) advertising: POP advertising has its aim catching the
consumer at the moment. Such advertisement can persuade the consumer,
especially where low involvement products are concerned. POP advertisements are
frequently termed as dealer aids since they are meant to help the dealer or retailer to
win customers. Advertisers of consumer products offer retailers huge incentives such
as providing containers, ice – boxes, baskets etc.
7) Window display: The display of products in shop windows so that passer-by is
attracted to enter the shop and buy the products ,or at least be reminded of the
products is termed ‘window display’. It is an effective strategy for gaining the
interests and attention of passers-by. During festival seasons window displays take
on the character and the colours of the festival being celebrated. It displays new
class of designs, patterns etc.
8) Aerial advertising: It is effective if a large target audience is gathered near the
source of advertising. It includes balloons, skywriting, and banner towing are usually
strategically located.
Advantages of OOH/ outdoor advertising :
1) Suitable medium to inform the moving population: Its capacity to create
awareness is gigantic, the effects caused always meet the requirement for a simple
message to be reached out to a vast number of people.
2) Less expensive: Out of home advertising can be a lot less expensive as
compared to traditional and digital advertising. A billboard on the side of the road and
flyers distributed can be of a meagre cost instead of a TV commercial and expensive
nation-wide marketing endeavours.
3) Displayed at a place where best impact can be created: Geographic
adaptability featured by out of home advertising can beset along motorways, near
stores, or on mobile billboards, any place, that the law allows. Local, regional, or
even national markets might be secured.
4) Lasting Impact: Once an out of home advertisement board is installed at a place,
it usually remains there for a fairly longer period. Thus, it creates a lasting impression
on the public. Wide coverage is possible for a longer duration. A 100 GRP appearing
(the level of identical group of onlookers presented to an outdoor media
advertisement) could yield a coverage equal to100 percent of the commercial centre
every day or 3,000 GRPs over a month. With appropriate position, a wide base of
representation is possible in neighbourhood markets, with both day and night
nearness.
5) Pictures and paintings enhance the value of outdoor advertisements: They
say one remembers pictures and videos more than just plain texts, this couldn’t be
more applicable here as Out of home advertising enables the use of graphics to a
large extent.
Limitations / Disadvantages of Outdoor Advertising
1) Create only visual effects: It does possess creative limitations with high costs
attached, especially if out of home advertising is digitally equipped, the chance of
passing a lengthy message could be problematic.
2) Tends to lack interaction: Advertisers and Corporates need to draw in their
target market audience. Interaction with customers to make them the final sale is
vital. Out of home advertisements make interaction with other interested consumers
a lot less significant.
3) It provides attention and memory values; it is doubtfulwhether it will provide
action value: Out of home advertisement can really comprehend the precise
viewership metrics which it has influenced to turn into an actual sale. Yet, to achieve
the overall sale value, it may seem to be a bit futile.
4) Costs: a company needs to spend from the time the billboard is set up to the
time it is taken down. Apart from signing a contract with the owner of the space,
other costs include maintenance and repairs. If there will be natural disasters like
hurricanes that will destroy the structure, this will not be inexpensive. And if there
will be destruction to property or injury related to a damaged bill board, the owner
might have to face legal issues as well as additional expenses.
5) Cause of distraction: Another drawback of this traditional advertising medium is
that it can be a cause of road mishaps. Since billboards aim to get the attention of
people who are driving or passing by, they are big in size and often have celebrities
as endorsers. Consequently, these people have the tendency to get distracted and
at times, get into traffic accidents.

2.2 New age advertising :

Online is the fastest growing medium in today’s era. It is a powerful tool to use for
advertising and promotions. The advertisers have understood the importance of the
digital medium and they are increasing their advertising budget for digital media.
New media — often known as multimedia or digital media — relies on digital means
to communicate, as opposed to traditional media like print newspapers or television.
New media technologies include blogs, videos, websites and internet ads. New
media, on the other hand, refers to platforms that depend on digital technology to
communicate with an audience. New media can also often be referred to as digital
media or multimedia.
Examples of new media :
� Websites
� Social media networks such as Facebook, Instagram, Twitter, Snapchat and
TikTok
� Email
� Blogs
� Music, film and television streaming services such as Netflix, Hulu, Amazon
Prime Video and Disney+
� Virtual and augmented reality games
Out of Home Advertising:,
Outdoor advertising in its many forms has stood the test of time as one of the most
effective methods out there.
Marketers have been making a lot of noise about digital in recent years, and with
good reason. But this has not changed the central importance of outdoor advertising
for reaching the public, building brand awareness, and driving purchase decisions.
Outdoor advertising, also known as out-of-home (OOH) advertising, remains a core
component of the marketing strategies of the world’s most successful brands, and for
many small and medium enterprises too.
1)Blimps : Blimps by nature are unique, eye-catching, and larger-than-life. When a
blimp is flying overhead, consumers can’t help looking up and taking note of the
massive dirigible floating by. With the explosion of new age media we have seen a
steady increase in advertisers using blimps for advertisement purpose. Blimp
advertising is an effective way to advertise your business. A blimp looming high
above your business can bring you an abundance of customers as well as help to
build name recognition for your business. Blimps can be made in many different
sizes and colours and can even have vertical banners attached to them to help make
them more effective. Using blimp advertising is a fairly inexpensive way to market
your business compared to a lot of other highly visible advertising methods such as
tv and billboards. Blimp advertising is extremely visible and eye catching. Since
blimps loom high above buildings and other structures, eyes are naturally drawn to it.
It's high position in the sky peaks curiosity and causes people to take the time to look
at it's colours and read what it is says. Most blimp making companies provide bright
and colourful design choices that can be seen well even at night at no extra charge.
Durability is another advantage of blimp advertising.
2) Balloons : Hot-air balloons are innovative and eye-catching advertising media.
They arouse the interest of a large public with costs much lower than those of
traditional advertising. With its 30 meters high and its 1000 square meters of surface,
a hot-air balloon is a huge flying advertising space, an original support, very
appreciated by the public and with a great geographical flexibility. The balloon is also
the vector of positive values such as freedom, ecology and authenticity that will
enhance your brand and your message.
3) Drones : Drone refers to aerial images and video captured by a remotely-operated
unmanned aerial vehicle, or drone. Using a drone allows you to capture video and
imagery from a perspective that would be almost impossible for most without the use
of a drone. Using drone footage can take your marketing efforts to the next level. It
also helps ads, images, and video stand out on “crowded” platforms such as social
media and can make your content more appealing than your competitions.
Drones are seen as an emerging technology in the last years and are a whole new
way of targeting and reaching consumers. Drone Advertising can build a positive
impression on the minds of the target audience regarding the company. Marketing and
advertising are predominantly considered the foremost thing in a business, the grander
the advertisement the greater the ROI is. Drones are the future of marketing, in case
you use drones for advertisement, you are already living in the future.
4) Wraps : Wrap advertising or a vehicle wrap is known as the marketing practice of
completely or partially covering (wrapping) a vehicle in a vinyl material, which may
be for a colour change, advertising or custom delivery. Wrap advertising can be
achieved by painting a vehicle's outer surface, but involves the use of large vinyl
sheets as "decals". The vinyl sheets can later be removed with relative ease,
drastically reducing the costs associated with changing advertisements. While
vehicles with large, flat surfaces (such as buses and light-rail carriages) are often
used, automobiles can also serve as hosts for wrap advertising, despite consisting of
more curved surfaces. Wrap advertising is also used in the magazine and publishing
industries.
Building wraps involve literally wrapping a space as big as a building in advertising
images. With the potential for huge visual impact, building wraps are an incredibly
powerful way of “hijacking” large spaces, and dominating a section of an urban
landscape.
When it comes to getting your audience’s attention in a public space, bigger is
almost always better. Large format printing enables you to create displays that are
so big they are almost unmissable.
5) Event sponsorship : Event Sponsorship advertising is a type of advertising
where a company pays to be associated with a specific event. In fact, sponsorship
advertising is very prevalent with charitable events. Besides from charitable events,
companies may sponsor local sporting teams, sports tournaments, fairs, and other
community events Event sponsors pay to support an event in exchange for
exposure and branding opportunities. Sponsors seek to align their brand with the
event’s audience and objectives.
They may also receive exclusivity in their industry or product category, as well as
the right to use the event’s logo and imagery in their marketing.
Sponsors can contribute to a variety of events, including trade shows,
conferences, festivals, and sporting events. In return, event organizers work to
promote the sponsor’s brand before, during, and after the event through
advertising, signage, digital promotion, and other means.
6) Merchandise : Merchandising is when products get promoted to increase sales.
Product promotions may include a change in price, displays to attract attention,
providing special offers or other methods that influence a customer's buying
decisions. Retailers base merchandising on the idea of presenting a product at the
right price, right time, right place and the right quantity to increase sales and profits.
There are many strategies for merchandising depending on the retailer's objective,
category and brand. Merchandising often targets a specific goal like increasing
sales, developing customer loyalty, boosting foot traffic or raising brand awareness.
Popular merchandising techniques for traditional retail include:
� Window displays
� In-store displays
� Interactive displays
� Signage
� Product placement
� Stocked shelves and displays
� Themes for products
� Creative bundles
� Demonstrations
� Giveaways

Social Media advertising : You tube video advertising - Instagram ads and Facebook
ads. Immersive technology- Virtual reality and Augmented reality
Digital media

Digital media is information shared through a digital device or screen. Essentially, it’s
any form of media that relies on an electronic device for its creation, distribution,
viewing, and storage. Companies often use this media to advertise their businesses
and brands. In fact, a majority of modern marketing involves some form of digital
content to create and display advertisements—including social media posts, video
advertisements, and blogs or research articles.

Digital media involves the creation of audio, video, websites, social media and
applications using technology such as the internet and electronics. Electronic
devices can help design, update and transmit digital media. Some examples of
digital media include:

� Social networking platforms

� Web pages
� Mobile apps
� Video animations

Digital media is important because it enables businesses, consumers and digital

media professionals to connect and communicate with audiences from anywhere. It
also reduces the need for print material, which may promote eco-friendly practices.
The different types of digital media Advertising are as follows:
1) Direct mail: It is a common form of advertising and is done through pamphlets
and brochures, which is considered as junk by the recipients. This is the most
personalized form of advertising and reaches through postal mail. It is very cost-
effective mode of advertising and helpful to provide complete information to the
target audience on a piece of paper. Direct mail is mostly distributed at the event or
form home to home.
2) Mobile advertising: It is a subset of mobile marketing. It has emerged as an
integral part of any brand’s marketing campaign today. It has become an important
engagement tool for brands, and aims to fulfil the gap that traditional media has been
unable to bridge. With the increasing popularity of mobile internet, this form of
marketing is soon poised to achieve a significant reach.
3) SMS advertising: Advertiser establishes direct relationship through mobile
phones with customers opting to their programmes. SMS advertising is not very
exciting, and the potential is limited. Not to mention, that consumers who participate
often will not have any special affinity for the marketer.
4) WAP banner ads: A banner advertisement in WAP sites is known as WAP
banner ads, which are in JPEG or GIF format. Usually, they are of two types
clickable banners and non-clickable banners. Clickable banners take the viewer to
the another WAP page after clicking on it so that other details of the product are
shown.
5) Location based advertising: It works on location tracking technology in mobile
networks, to target consumers on location specific advertising. Mobile advertising
companies send customers offers on their phones when they are near the store of a
particular brand. The privileges, royalties and innovative services of location based
mobile phone services attract many customers.
6) Video ads on cell phones: Interactive video adverts are coming on iPhone
through mobile platform. Text messages were sent to consumers asking them to
download the new commercial on their mobile phones. This was the first time that
mobile phones were used as a vehicle to view, download, share and comment.
7) Mobile coupons: We all are aware of paper coupons, now it is time for online
coupons. People carry their phones and their mobile coupons along and this is the
advertising space that holds considerable promise.
8) Interstitial ads: They are ads that pop ups on the screen while the computer
downloads a website that the user has clicked on. There are now many types of
interstitials including popup windows, splash screens, superstitials etc.
9) EBooks : eBooks are books that can be played on personal devices such as
phones, laptops and eBooks readers (such as the Amazon Kindle).

10) Social media: Businesses can create advertisements to attract people on

different social media platforms. These ads can either target specific audience
members or display to a wide net of users to develop stronger brand awareness.

11) Websites: Businesses generally use websites to describe what their company is
about and host an e-commerce store for their customers. Some companies also use
websites to display their content marketing materials, such as blog
posts and research articles.

Advantages & Disadvantages of Digital Media :

Digital media is a growing field, from hand-written letters to messenger apps; that's
how digital media has shaped the human of this century. Now Digital media has an
immense role in almost everything from business to personal life. Also known as
electronic media, digital media has redefined how information is delivered and
consumed through different forms. From education to entertainment, the advantages
and disadvantages of Digital Media evaluate its pros and cons.

Advantages of Digital Media :

1)Accessibility: Digital media provides widespread access to information and
content. It can be easily accessed through various devices like smartphones, tablets,
and computers, allowing users to consume and share information anytime and
anywhere.
2)Interactivity: Digital media enables interactive experiences. Users can
actively engage with content through comments, likes, shares, and participation
in online communities. This interactivity promotes engagement, collaboration,
and dialogue among users.
3)Customization: Digital media allows for personalized content experiences.
Users can customize their preferences, receive targeted recommendations, and
access content that aligns with their interests. This personalized approach
enhances user satisfaction and increases the relevance of the content.

4)Cost-effective: Creating and distributing digital media is often more cost-

effective compared to traditional media. The barriers to entry are lower, as
individuals and organizations can produce and distribute content without the
need for expensive equipment or physical distribution channels.

5)Analytics and Measurement: Digital media provides robust analytics and

measurement tools. Content creators and marketers can track metrics like
views, engagement rates, click-through rates, and conversion rates. This data
allows for data-driven decision-making, optimization of strategies, and better
understanding of audience preferences.

6)Attractive combination : Digital media is known to store and transmit data

for the benefits of all. It converts traditional content into digital format with
software tools such as MP3, P2P and PVR for network sharing and recording
which is shown on the screens of TVs, mobile phones and computers.
Inclination from old standard of reading to the electronic one has left a deep
impact on people in terms of getting aware about the advantages of digital
media.

7) Convenience to all : The world is synchronized by digital media. We are

able to get access to many tasks, events and issue. E-shopping, E-ticketing &
E-commerce have all increased our conveniences. On this age of digitisation
people usually direct towards the digital world e.g. a student need not wait for
his teacher to clear the doubts he can get the clarification from the net.

8) Filtered information : Before the onset of digital media people needed to

read pages after pages to find what they were searching for. Now we have
Google and many other websites that provide filtered information.
Communication has become very fast.

Limitations of Digital Media:

1)Information Overload: With the abundance of digital content, users can
become overwhelmed by the sheer volume of information available. It can be
challenging to filter and verify the accuracy and reliability of content, leading to
misinformation, fake news, and cognitive overload.

2)Digital Divide: Not everyone has equal access to digital media due to factors
like socio-economic disparities, geographical location, and technological
limitations. This digital divide can further exacerbate inequalities in access to
information, education, and opportunities.

3)Privacy and Security Concerns: Digital media raises concerns about privacy
and data security. User data is often collected, stored, and shared by online
platforms, which can lead to privacy breaches, data misuse, and targeted
advertising. Users need to be cautious about the information they share online
and the security measures taken by digital platforms.

4)Addiction and Overconsumption: The constant availability of digital media

can contribute to addiction and overconsumption behaviors. Excessive screen
time and reliance on digital platforms can negatively impact mental health, social
interactions, and productivity.

5)Digital Fatigue: The fast-paced nature of digital media can lead to digital
fatigue and information overload. Continuous exposure to notifications, updates,
and online interactions can result in stress, reduced attention spans, and a
sense of being constantly connected.

Social Media advertising

Social media is one of the pillar channels in digital marketing, but what makes it
different from the other pillars, like search engines and email, is that it has so many
platforms within it. And not in the Bing vs Google kind of way. Each platform has
massive audiences that are ripe for advertising. In other words, social media
advertising is its own beast. But once tamed and harnessed, it can be used to help
your business soar past its goals.

Social media advertising is a type of social media marketing where you use paid media
to promote your business on any of its many channels. This media comes in many
formats and placements and supports a range of creative, from images and video to
immersive experiences.
It’s also referred to as paid social. Whereas with paid search where you target
keywords and terms, on social, you target audiences, interests, and behaviours. Social
media ads are also generally more visual and branded, and quite native to the
platform—so much so that they can sometimes be hard to identify as ads.

Social network advertising is a form of online advertising through social networking

sites. Popular social media sites, Facebook, Twitter, and You tube offer different ways
to advertise brands. Facebook is one of the biggest players in digital advertising.
Social media may also help the advertisers to increase the demand for their products.
Online audiences have a more direct and interactive experience with marketers. Social
networks such as Facebook, LinkedIn, Twitter, Whatsapp, etc., can help to increase
demand for goods. People may provide review or comments of the products which
they have purchased and used. If the reviews or comments are very positive and
convincing, other people may also go for purchase of such product. Therefore, it is
vital for the advertisers to create a favourable impression on the minds of the people
so that they comment favourable on the social media.
The most popular social media platforms for advertising
include:
� Facebook
� YouTube
� Instagram
� LinkedIn
� TikTok
� Twitter
� Pinterest
� Snapchat
� Quora.

You tube video advertising

YouTube is a free video-sharing website that makes it easy to watch online videos.
Originally created in 2005, YouTube is now one of the most popular sites on the
Web, with visitors watching around 6 billion hours of video every month.
YouTube participates in targeting ads by analysing Google searches and reviewing
content searched. Any sort of "Topics", "Placements", "Display/Video keywords", and
"Exclusions" for all types of content targeting. All of these strategies are considered
to be used when an ad pops up on YouTube for an individual.

YouTube advertising means advertising on YouTube, the online video-sharing

platform, promoting video content, or in relevant search terms in YouTube Search.
As Google owns YouTube, YouTube advertising is possible only through Google
Ads.In YouTube advertising, companies can utilize its many video ad formats or use
it in part with display campaigns.Advertising on YouTube, therefore, produces many
opportunities for companies to expand their online marketing strategy.Companies
can utilize YouTube ads to increase their brand awareness, grow sales, interact with
target audiences, promote events, or share helpful product and service-related
content.
YouTube advertising benefits include increased:
� Reach and visibility
� Varied targeting opportunities
� Data and analytics
� Ad Campaign optimization
� A profitable marketing and sales channel
Instagram ads
Instagram advertising is an ideal tool for brands that have more visually appealing
products. Organic content itself is a great way to increase brand awareness, but
Instagram ads can link directly to your website or landing page, allowing for quick
and easy access and website engagement. Instagram ads are popular among both
large and small businesses and are most commonly used by e-commerce brands.
As Instagram is most commonly used by people ages 18-34, you may see the best
results by targeting a younger audience. With Instagram ads, you can target your
ideal audience with options similar to Facebook, and you can find your audience
based on demographics, activities, interests, and more. Advertising options include
photo ads, video ads, carousel ads, and collection ads. You also have the option to
post ads to your company’s main Instagram feed, Stories, or IG TV.
Because Instagram is owned by Facebook, you can manage both Instagram and
Facebook ads with Facebook Ads Manager. This allows you to view metrics such as
click-through rates and other ad interactions across both platforms and optimize your
spend based on the highest performance.
Instagram allows you to run ads in the news feed and the Explore tab. Here are the
five ad formats currently available on Instagram:
1. Stories ads: You can use images or videos to run ads on Instagram stories.
Users are redirected to the landing page after swiping up on the ad.
Example Stories Ad on Instagram
2. Photo ads: Like Facebook, Instagram photo ads help you drive specific actions
such as engagement, link clicks, or conversions.
3. Video ads: You can run video ads that are up to 60 seconds long in the square or
landscape format.
4. Carousel ads: These ads let brands feature multiple photos or videos in a single
ad that users can swipe through.
5. Collection ads: Collection ads showcase a primary photo or image along with
secondary images arranged in a grid. These ads are similar to the collection ads on
Facebook.

Facebook ads.
Facebook is the largest social media platform in the world, making Facebook
advertising a popular choice. With such a wide variety of age, gender, and location
demographics, brands can easily find their target markets on Facebook. Brands can
target consumers by locations, interests, past activities, occupations, and more. It is
also a very visual platform, making it one of the most reliable advertising options.
Facebook ad options include photo ads, video ads, Stories ads, carousel ads,
Messenger ads, and more. All of these can be used to build brand awareness, drive
traffic to your website or landing page, reach out to customers on a more personal
level, and increase conversion rates.
The price of Facebook ads varies depending on multiple factors, including the type of
audience you want to target and the budget you set. You can decide how much to
spend on Facebook ads but generally speaking, the more you spend on ads, the
better Facebook’s algorithm will use your money to increase ad performance.
Facebook currently supports the following ad formats:
Video: Brands can promote video ads up to 240 minutes in length. However, top-
performing video ads tend to be short.
Images/Photo: Brands can drive engagement through photo ads.

Immersive technology-
Immersive technology is an integration of virtual content with the physical
environment in a way that allows the user to engage naturally with the blended
reality. In an immersive experience, the user accepts virtual elements of their
environment as part of the whole, potentially becoming less conscious that those
elements are not part of physical reality.
Immersive technologies create distinct experiences by merging the physical
world with a digital or simulated reality. Augmented reality (AR) and virtual
reality (VR) are two principal types of immersive technologies. These
technologies share many of the same qualities. However, AR blends
computer-generated information onto the user’s real environment, while VR
uses computer-generated information to provide a full sense of immersion.
Immersive technologies include:
virtual reality (VR) – a digital environment that replaces the user’s physical
surroundings.
Augmented reality (AR) – digital content that is superimposed over a live stream of
the physical environment.

Augmented reality
Augmented Reality (AR) is a different type of Immersive Technology where digital
images are presented on top of the real world. This means that users who leverage
AR aren’t completely shut off from the world. Instead, AR extends their reality. AR
relies on processors, a display, sensors and input devices to create an
experience. There are four types of AR:
Marker-based AR uses a visual marker, like a QR code, to produce a result.
For example, Snapchat uses marker-based AR to help its users add people
to their contact lists.
Marker less AR uses GPS or a digital compass, velocity meter or
accelerometer to provide data. Google Maps Live View uses marker less AR
to navigate users to their destination.
Projection-based AR projects artificial light onto surfaces. For example,
researchers at the Digital Nature Group used lasers, mirrors and cameras to
create a hologram-like experience, which can be felt by the user.
Superimposition partially or fully replaces the original view of an object with
a new view. IKEA and GOAT are two companies taking advantage of this
technology. IKEA allows users to preview furniture in their house on their
smartphone, while GOAT enables users to use their smartphone to
superimpose the latest sneakers on their feet.

Virtual reality
VR systems use head-mounted displays and input devices to provide a
sense of immersion. Head-mounted displays cover the user’s field of view to
display computer-generated content. Input devices such as joysticks,
tracking balls, controller balls and data gloves allow the user to interact with
the virtual environment. Just like AR, there are different types of VR for
different use cases:
In non-immersive VR, only a subset of a user’s senses is stimulated,
allowing the user to maintain awareness of the physical environment outside
of the virtual reality. For example, the HP Reverb Pro headset allows
designers to create 3D models.
Semi-immersive VR leverages more senses than non-immersive VR, but still
does not take advantage of all senses. For example, flight simulation allows
pilots to learn how to fly different aircrafts through realistic displays that
simulate different in-flight experiences.
Finally, fully-immersive VR stimulates all of the user’s senses. For example,
Infinadeck has created an omnichannel treadmill that allows users to move
within a virtual environment.

2.3 Special Purpose advertising:

RURAL ADVERTISING
India has a population of over 1250 million, 70% of which lives in rural areas. There
are 6,40,867 villages which have thin population density and are widely spread 117
over large remote areas. There exists diversity with respect to caste, religion,
language; social custom etc. ‘Go rural’ is the marketer’s new slogan. Indian
marketers as well as multinationals, such as Colgate-Palmolive, Godrej and
Hindustan Lever have focused on rural markets. Thus, looking at the opportunities,
which rural markets offer to the marketers, it can be said that the future is very
promising for those who can understand the dynamics of rural markets and exploit
them to their best advantage. The sheer number of the rural population necessitates
that marketers reach out to them through advertising and other means of marketing
communication.
Features of rural advertising:
a. Rural masses -The rate of increase in rural population is also greater than that of
urban population. The rural population is scattered in over 6 lakhs villages. The rural
population is highly scattered, but holds a big promise for the marketers.
b. Diverse Culture-Indian rural market is very diverse. There exists lot of differences
based on customs, traditions, beliefs, morals, practice and so on. So finding a
common theme to appeals to such diverse audience is huge challenge
c. Local language-In order to communicate effectively in rural areas, it is essential
to make use of local language. Use of ‘English’ or ‘Hindi’ in advertisements may not
be effective. So not only the language used in these ads must be local, but also the
setting must be local.
d. Traditional media -Traditional media like Puppetry, Folk Theatre, Wall Paintings,
ads on vehicles etc. are used for promoting products. Such media has a local reach
and is relatively inexpensive. Local advertisers can use these media effectively.
e. Development of Infrastructure-There is development of infrastructure facilities
such as construction of roads and transportation, communication network, rural
electrification and public service projects in rural India, which has increased the
scope of rural marketing.
f. Low standard of living-The standard of living of rural areas is low and rural
consumers have diverse socioeconomic backwardness. This is different in different
parts of the country. A consumer in a village area has a low standard of living
because of low literacy, low per-capita income, social backwardness and low
savings.
g. Traditional outlook-The rural consumer values old customs and traditions. They
do not prefer changes. Gradually, the rural population is changing its demand
pattern, and there is demand for branded products in villages
Advertising Media for Rural Markets:
Advertising media can be divided into two variables:
1.Traditional Media:
� Puppetry, dance-dramas, rural specific art forms are performed at village meals
and temple festivals.
� Word of mouth.

� Mike announcements, processions.

� Caparisoned (decorated with ornaments) elephants and decorated bullock carts

carrying ad panels.
� Folk theatre.

� Demonstration, house to house campaigns by special promotion teams.

� Advertising in fairs and melas through puppets, posters, etc.

� Information centres for company’s products.

� Wall paintings and posters at prominent places.

� Ads on delivery vans.

2. Mass Media:
� Television, especially Door-darshan and regional channels.
� Press and other print media including local / regional magazines.

� Radio
� Cinema Halls

� Point of Purchase ads

⑤
Strategies for Rural Advertising:
The marketers may use the following strategies to advertise in the rural areas:
1. Influencer Strategy: Advertising under this strategy actually depend on the
convincing power of influential people and / or events in the villages to communicate
the commercial messages to the rural customers. The marketers may utilise the
services of influential people in the village such as the local Panchayat leaders, local
priests or pujari’s, influential landlords, and even the school teachers.
2. Participatory Strategy: Events like different festivals and different games and
sports competitions actually have a high participation level in the rural India. The
local events and shows offer great opportunity to effectively reach to rural masses.
Firms can sponsor different events and shows in rural villages which is usually a
cost-effective way to advertise with the participatory strategy.
3. Show-N-Tell Strategy: Several firms are venturing into different ways to educate
the rural consumers about their brands and their usage through different shows and
events. This kind of initiatives actually creates huge awareness about the brand
among the interested people in the rural India.
4. Product Demonstration Strategy: Marketers may also use product
demonstration strategy to communicate the merits and features of the product. The
product is demonstrated by trained and tactful persons conversant with the local
language. The promotion team members demonstrate the process of using /
operating the product and highlight special benefits of using the product. The
promoters may also provide free samples to the villagers.

Corporate Image Advertising

Corporate image advertising is also known as institutional advertising. It is a type of
advertising that does not focus on specific product, but on the corporate image of the
advertiser. The basic purpose is to generate a positive opinion of the company in the
minds of the people. In other words, it is a type of advertising intended to promote a
company, corporation, business, institution, organization or other similar entity. Such
advertising does not attempt to sell anything directly. Institutional advertising focuses
on touting the benefits, ideas, or philosophies of your business, or its entire industry,
to enhance or repair its reputation rather than selling a product or service. Since
institutional advertising attempts to build a positive image, it's closely related to
public relations.
Meaning and Purpose :
It is also known as institutional advertising. It is undertaken to build, maintain and
improve good image of the firm in the minds of general public. The emphasis in the
ads is placed on the company rather than its products or services.
Who Undertakes?
Normally, large firms undertake institutional advertising. Small firms may not be able
to afford the cost of institutional advertising. Normally, newspapers or magazines are
used to advertise institutional ads. At times, television may be used.
Nature of Corporate Image Advertising :
This type of advertising is non-controversial and non-argumentative in nature.
Through institutional ads, a firm seeks to communicate positive attributes about itself
and presents itself in a favourable way.
Aspects covered:
The following aspects are normally included in institutional ads:
� Research & Development of the firm.

� Number of factories or branches of the firm.

� The number of employees and facilities provided to them. � Foreign collaborations,
if any.
� Distribution network of the firm.
� Market position of the firm.
� Products or services offered by the firm.

� Social welfare programmes undertaken by the firm, etc.

Objectives of Corporate image Advertising :
a. The first and foremost objective of Corporate image Advertising is to promote the
image of a business as a whole rather than of a single product or service.
b. The business also tries to promote its mission, vision as well as its philosophies
and principles.
c. Corporate image advertising is also an effective way to create and maintain
goodwill about the organization in the market.
d. Organizations also use this kind of advertising to promote good qualities such as
reliability, low prices or good customer care, that distinguish it from its competitors
Features of corporate image advertising are as follows:
a. Focus on corporate name -The focus of corporate image Advertising is to boost
the image of a enterprise as a whole rather than of a single product or service.
b. Contents -It includes research and development activities, social welfare activities
etc. of the company.
c. Non-controversial -Since only the achievements of the company are highlighted
the question of allegations and counter allegations does not arise.
d. Media used -The media used in corporate image advertising is mostly print, I.e.,
Newspapers and Magazines
e. Directed towards- Institutional advertising is directed towards several groups
such as users of the products, suppliers, investors, Government and general public.
Advocacy Advertising
Advocacy advertising is undertaken to advocate or put forward certain views and
opinions of the advertiser before the public. It is a kind of corporate advertising,
which is presented in an aggressive manner. This type of advertising is usually
argumentative and controversial in nature. A company can advocate its arguments
on several issues ranging from government policies to employee related issues such
as strikes.
Reasons for Advocacy Advertising :
At times, a company may not get favourable reporting in the media due to poor
public relations. In order to counter such unfavourable reporting, a company may
resort to advocacy advertising. For instance, during employees’ strike, media may
report negatively against the company and in support of the employees. In such
situation, the affected company may present its viewpoint through the ads
Media Used :
Generally, the media used for advocacy advertising is newspapers. This is because;
the wrong reporting or rumours mostly originate through the press. Secondly, the
firm can provide detailed facts and arguments. In media like radio, TV, outdoor, and
magazines, it is difficult to present the advertisement with details. Secondly,
newspaper advertising gives the benefit to highlight current topics.
Undertaken by: This type of advertising can be undertaken by person or party or
organisation. It can be undertaken by organisations to present their point of view.
Individuals may also resort to such ads to present their views on certain issues such
as lack of empathy on the part of Government authorities towards social problems.
The Government may also undertake such advocacy such as advertisement
condemning bandh by opposition parties.
Advantages of Advocacy Advertising:
� Advocacy advertising helps to correct negative attitudes of the general public
towards the firm and its policies. �
It helps to maintain or improve the image of the firm in the minds of stakeholders.
� It helps to develop good relations with the members of the public.
� It develops a sense of security and confidence in the minds of employees and
shareholders.

Green Advertising
The concept of green advertising has come into existence on account of green
marketing initiatives. Green marketing refers to marketing of eco-friendly products.
Thurs, green advertising refers to promotional campaigns relating to eco-friendly
products. It also includes the green initiatives undertaken by business and non-
business organisations to protect the environment.
Green advertising is a specific type of advertising that is centred around the
promotion of factors having to do with environment. It refers to advertising of eco-
friendly products. A specific type of advertising that is centred around the promotion
of factors having to do with the environment. Oftentimes the companies that use
green advertising also use very environmentally friendly operations and product
packaging as well.
An important point to note here is that the product is not required to do anything with
environment. It is more related to the psychological aspect of a customer that if a
product addresses the environmental concerns then it is better. We can even see the
companies which cause pollution advertising their product using green advertising to
create a positive image in front of customers and present themselves in a good light.
Green Advertising helps to attract consumer by highlighting green features and eco-
friendly products that are safe for environment as well as consumers. Green
Advertising has a positive impact on consumers purchase intentions and builds
strong trust between the two.
According to green environmentalists, a green advertising campaign has to inspire a
movement among buyers. Firms that produce green (eco-friendly) products need to
highlight the same in their promotional campaigns. They should make people aware
of the benefits of eco-friendly products. They need to highlight the fact that they
invest a good amount of money on R&D to design eco-friendly products.
Features
a. Purpose -It promotes environmentally friendly products.
b. Certificate displayed - The certificate or logo indicating environment friendly
product is displayed
c. Implied Claim-This is an implied of communicating about the product being
environment friendly.
d. social responsibility- Social objective of business is achieved.

Common Green Marketing / Advertising Claims:

The following are some of the common green marketing / advertising claims made
by sellers, especially in developed countries like USA, UK, Japan and so on:
1. “Free Of” Claim: Companies may make a point to let the consumers know that
their products are “free of” any harmless chemical or other ingredient that poses a
risk to their health or lives.
2. VOC-Free:
Some products are labelled and “low-VOC” or “VOC-free”. VOCs (Volatile
Organic Compounds) which are found in paint, household cleaning products, floor
polishes, charcoal lighter fluid, windshield wiper fluid, and some hair styling products,
among other products. VOCs are emitted as gases, and may cause smog by
contributing to ground-level ozone formation, or have negative effects on the health
of users.
3. Non-Toxic: Marketers may state that their products is “non-toxic” – safe for both
humans and environment.
4. Ozone-Friendly: The Ozone layer in the upper atmosphere prevents harmful
radiation from the sun from reaching the earth. But ozone at ground level forms
smog and can cause serious breathing problems for some people. A company may
state that its products are “Ozone-friendly” or “Ozone-safe” – its products do
not harm the upper ozone layer and the air at ground level.
5. Biodegradable: A company may state that its product or packaging is
biodegradable Something that’s biodegradable, like food or leaves, breaks down and
decomposes into elements found in nature when it’s exposed to light, air, moisture,
certain bacteria, or other organisms.
6. Recyclable and Recycled Products: A company may say that its products is
recyclable or recycled. Recyclable products are those which people can recycle the
package or product after use. Recycled products are made with content that was
kept out of – or delivered from – the trash either during the manufacturing process or
after people used a product
7. Carbon Offset Claims: A company can make claims that it takes action to reduce
greenhouse gasses, like planting trees, or using green technology and can get
credits for those “carbon offset” activities.
8. Renewable Claims: A company make claims that it uses Renewable Materials
and Renewable Energy

Institutional Advertising
The objective of institutional advertising is to build manufacturers reputation in the
minds of the public in general. The advertising message is directed to tell about the
Company, its people, its contribution in promoting social welfare activities, in
promoting consumer satisfaction its achievements in technology its broad
philosophies, its share in economic progress of the Company etc. Such
advertisements do not bring benefits in the form of higher sales immediately. But
they create good footing for the company in the long run. The competitive strength of
the company goes up with the enhancement of corporate image. It is much easier for
a highly reputed company to launch a new product in the market. Basically the
institutional advertising aims at getting public support for raising the capital through
public subscription.
Institutional advertising is also referred to as corporate advertising or institutional promotion.
It does not attempt to sell anything directly. Institutional advertising just informs the public of
what the institution is doing for the society in terms of education, health, environment, etc.
The channels used for institutional advertising may be radio, television, print and
digital. Institutional advertising promotes a company while promotional advertising promotes
a company’s products & services.

The following points are normally referred in institutional ads:

(1) Research & Development of the firm.
(2) Number of factories or branches of the firm.
(3) The number of employees and facilities provided to them.
(4) Foreign collaborations, if any.
(5) Distribution network of the firm.
(6) Market position of the firm.
(7) Products or services offered by the firm.
(8) Social welfare programmes undertaken by the firm, etc.

Advantages of Institutional Advertising

The advantages of institutional advertising are as mentioned below:
1. The image of the company is improved; investors and customers are attracted and
it also helps in product diversification.
2. Investors are motivated with the overall image of the company and just its
products & services.
3. Institutional advertising improves public relations of the company and helps in
being top of the mind through brand awareness.
4. Companies involved in good CSR activities also get Government benefits and
perks.
Disadvantages of Institutional Advertising
Despite several benefits, there are certain cons of institutional advertising as well,
some of which are discussed below:
1. Institutional advertising does not promote products & services offered by the
company, and hence the advertising cost does not yield revenue.
2. Since it is an activity which promotes the company's values, ethics, CSR activities
etc, there is no way to measure its impact.
3. Investing money in institutional advertising does not guarantee a positive impact in
sales of goods and services as it is merely a PR exercise

Financial Advertising
When an advertising message is directed to attract for raising capital, it is called
financial advertising. The banks, insurance companies and commercial undertakings
collect required funds from the savings of the people by motivating them to post-
pone present expenditure to future-period. An investor considers two things before
investing his hard earned savings.
(1) Safety of investment (2) Return on investment
The safety of investment depends upon the reputation and goodwill of the
company and the properties possessed by it. The institutional advertising helps in
creating confidence in the minds of the investors. The financial advertisements
inform the investors about the past performance in declaring dividends and the
trend in declaring of dividend. The dividend depends upon the profitability of the
company. The company with the help of charts, diagrams etc. communicate the
rate of growth and rate at which profit is increasing. The financial advertising aims
at establishing financial, solvency of the company in the minds of the prospective
investors. It is because of financial advertising the company have succeeded in
floating of mega issue of shares arc in cores. The financial advertising aims a
establishing financial solvency of the company in the minds of the prospective
investors.
Essentials for the Success of Financial Ads:
No financial ad campaign, howsoever creative and persuasive it may be, can
produce the desired result, unless the following conditions are satisfied.
(a) The performance and image of the company and its future prospects must be
good.
(b) The premium, charged on the share price, must be fair and reasonable.
(c) The brokers and underwriters must extend unqualified support to the
company.
(d) The company should get wide publicity from the press through press
conferences.
(e) True statement of facts, made in the ads.
(f) Finally, financial climate of the country plays an important role.
Advantages of Financial Advertising:
Following are main advantages of financial advertising:
(g) Financial advertising transmits to target consumers all the material information
about new investment opportunities for investment of savings, or, surplus funds.
(h) It provides education and guidance to consumers in respect of their
investments in shares, debentures, and public funds, off companies.
(i) It serves as a reminder to consumers to take suitable follow up action on their
part.
(j) It helps to tap yet untapped rich areas in mini-metros, small towns, and even in
villages for financial institutions.
(k) As financial ads are required to give the required in formation about the aims,
objective business operation, for which additional funds are required by the
advertiser, the company gets wide publicity through such ads.
(l) Financial advertising serves as a backbone to brokers as well as underwriters,
who are the “intermediaries” between the advertiser and the clients.
(m)Finally, financial advertising indirectly aids and supports the economic and
industrial growth of the country by mobilizing public funds for expansion and
diversification of business.

Public Service Advertising

Public Service Advertising is a technique that makes use of advertising as an
effective communication medium to convey socially relevant message about
important matters and social welfare causes like AIDS, energy conservation, political
integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered
to be one of the pioneers of advertising and marketing concepts had reportedly
encouraged the use of advertising field for a social cause. Today public Service
Advertising has been increasingly used in a non-commercial fashion in several
countries across the world in order to promote various social causes. These kinds of
advertisements can be broadcast by using any media source such as print,
electronic (television or by sending mail), or billboards. These ads can be made on-
air in any form to stimulate the minds of the general public.
Public Service Advertising Examples
Instead of being boring kinds of ads, make them interested and eye-catching, so that
they can lead the minds of the overall society and can bring a change by educating
the society. The area that can be covered under such campaigns include:-
Voting right
Quit smoking
Child abuse
Donation for hospitals
Sexual abuse
Environmental issues
Go green
Drive safely

Celebrity Advertising
Celebrity endorsement is a form of advertising campaign or marketing
strategy which uses a celebrity's fame or social status to promote a product, brand or
service, or to raise awareness about an issue.[1] Marketers use celebrity endorsers in
hopes that the positive image of the celebrity endorser will be passed on to the
product's or brand's image. Non-profit organizations also use celebrities since a
celebrity's frequent mass media coverage reaches a wider audience, thus making
celebrities an effective ingredient in fund raising
Using celebrities for advertising involves signing up celebrities for advertising
campaigns, which consists of all sorts of advertising including, television and print
advertisements. Though the audience are getting smarter and smarter and the
modern day consumers are getting immune to the exaggerated claims made in a
majority of advertisements, there still exist a section of advertisers who still bank
upon celebrities and their popularity for advertising their products.

Celebrity marketing has been used across all mediums. Print, television, radio,
film and various forms of new media have all been effective outlets for celebrity
endorsed products. The key is to match the right celebrity with the right product
and place them both in the right ad campaign. If the combination is done well, it
can lead to huge profits and an immediate change in the public perception of a
company. If it is done poorly, it can ruin a brand overnight.

Advantages of celebrity advertising :

� Builds credibility : People are attached to their favourite celebrity, and they
are generally well-trusted by their fans. If they use your product, it shows their
fans that it is a product worth using and builds trust in your brand. Seeing a
celebrity attach their name to a product also reassures consumers of the
quality of your product. The celebrity would be at risk for damaging their
reputation if they endorsed a product that’s quality was lacking.

� Makes your brand stand out : Using a celebrity to represent you helps to
differentiate your brand from competitors. It also can improve ad recall,
making consumers remember your ad and that your brand is connected to
their favourite celebrity.

� Opens up new markets : Choosing the right celebrity can open up your
brand to new markets. For example, when Nike wanted to expand from
primarily sponsoring tennis and track, they partnered with Michael Jordan –
and this partnership has been so successful it has expanded into its own
subsidiary company.

Disadvantages :

� Celebrity images change : When you sign on a celebrity to endorse your

brand, you sign on to everything that comes with them. While this usually
means bringing in some of their fan base as customers, it can lead to disaster
if a scandal occurs.
� They may overshadow your brand : If a celebrity is too big, their popularity
might instantly overshadow your brand. If the ad focuses too much on the
celebrity, it can cut out brand recognition in the minds of consumers.[3] This
can also become a problem if a celebrity is endorsing multiple products at the
same time, as they might see the celebrity and associate it with another
brand.

� Endorsements are expensive : This may seem obvious, but getting a

celebrity endorsement typically requires shelling out a pretty substantial chunk
of money. It is important to assess if the increase in consumer interest and
revenue is worth the cost of the endorsement

Covert Advertising
Covert Advertising also known as “guerrilla advertising” is a unique kind of
advertising in which a product or a particular brand is incorporated in some
entertainment and media channels like movies, television shows or even sports.
There is no commercial in the entertainment but the brand or the product is subtly (or
sometimes evidently) showcased in the entertainment show.
The phrase covert refers to anything that's hidden behind anything else. Have you
ever seen an actor drinking coca cola between movies? That is an example of
Covert advertising! The brand Coca-Cola is endorsing itself through the movie
without being the centre of attraction.

It is termed as covert because it is not a direct advertisement, the viewers

subliminally notice the product while watching the movie. Many big filmmakers and
producers use this type of advertising because they pay an incursion fee for their
products within a film leading to a win-win situation for both the directors and the
endorser.

In today’s time with such competitive markets with extensive brand availability each
and every marketer needs to find a way in order to stand out from competitors. Thus
there is always a search for such new innovative ways of marketing. Covert
Advertising basically involves placing the products within the films or television
programs in such a manner that the audience will not realize that the brand is using it
as a medium of promoting their respective products.
Covert advertising occurs with the name of the brand and logo in any random shot of
the movie, at times the main protagonists are seen using the brand products in the
movie which is a way of covert advertising.
It is considered to be less costly as compared to other advertising techniques like
celebrity endorsements, some of the firms also provide their products or services to
the film producers.
For instance, Adidas does not pay any fees to be a part of the movies but often
provides shoes, clothes, bags etc as a medium of exchange. Covert Advertising
aims to pay audience attention to the communication which is quietly done by
advertisers.

Techniques of Covert Advertising

There are various techniques used in Covert Advertising. Some of them are as
follows:
Product Placement: This marketing practice is usually used by advertisers and
sponsors in order to promote their product by placing its respective logo, trademark,
package, brand name and signage by putting into some television programmes or
motion pictures.

Sponsorship: Another covert advertising technique used by marketers. Under this

the advertisements are entertaining and visually appealing and it is neither involved
in hard selling of the product nor are very informative about the details of the
products or its services.

The sponsorship will link the product directly to the movie or television programme.
Although it is costlier than product placement, it is an efficient way of advertising. Eg-
movie ‘Mere Dad Ki Maruti’ was sponsored by Maruti suzuki.

Viral Marketing: It includes any marketing done on the social media platforms that
allows users to pass on a marketing message to other sites or users in different
manner by creating potential growth in the message’s visibility and its impact on the
consumers mind. Viral marketing creates a platform for others to communicate the
marketing message through the internet.
Guerrilla Marketing: This type of covert advertising technique targets the audience
or consumers through specialized media. It involves greater investments in terms of
time, energy and creativity.

Advantages of Covert Advertising :

1. The brand will gain greater credibility and recognition as the products are
being endorsed by reputed people like the celebrities.

2. There is massive reach and promotion with the help of this type of advertising.
Thus reaches a greater number of target customers.
3. There are certain companies and organisations that only use covert
advertising in order to launch their products by celebrities resulting in greater
sales of the product.

4. Certain remote areas lack the facilities of television and cinema halls become
the last resort for their entertainment. During the movies if the products are
well placed, the marketer is able to spread across the message through these
remote areas as well.

Disadvantages of Covert Advertising :

1. The marketers lack the control over how and where the products will be
placed in between the movies and television programs. It may result in
ignorance, criticism and misuse of the brand.

2. The marketers may also fail to recognize where to place the products and
services for maximum possible exposure by the audience.

3. If there are too many product placements at very less intervals of time
consumers may feel exhausted and leads to a negative brand impact.

4. It can also lead to negative association. If one consumer forms a negative

brand image it can further lead to spreading a wrong brand image leading to
negative promotion of the brand and the marketer.

Surrogate Advertising
Surrogate Advertising is prominently seen in cases where advertising a particular
product is banned by law. Advertisements for products like cigarettes or alcohol
which are injurious to health are prohibited by law in several countries and hence
these companies have to come up with several other products that might have the
same brand name which indirectly remind people of the cigarettes or beer bottles
of the same brand. The intention is that when the brand name is mentioned, people
will associate it with its main product. In India a large number of companies have
used surrogate advertising, including Bacardi Blast music CD's, Bagpiper Club
Soda, and Officers Choice playing cards
What Are The Benefits And Limitations Of Surrogate Advertising?
Ever since advertising of tobacco and liquor products has been banned on Mass
Media, companies have resorted to surrogate advertising tactics to promote their
products. However, they come with several benefits and limitations of their own.
Therefore, given below is a list of the several benefits and limitations of surrogate
advertising.
Benefits:
� It helps companies to generate revenue from banned products
� It keeps on reminding consumers about the banned products indirectly
� If nobody can advertise, then the threat of competition from new players is
minimized
Limitations
� It can beat the purpose of ban on advertising of harmful products by
government
� the knowledge and awareness level on surrogate advertisements is very low
� It can impose a negative impact on society by promoting health-injurious
products

Native Advertising
Native advertising is a form of digital advertising in which ads appear within the flow
of regular content on a user’s mobile phone, tablet, or computer. In contrast to more
traditional advertising—like pop-ups or banner ads—native advertising focuses on
downplaying its very nature as an ad. Examples might include a sponsored post or
an article written by a company for an online publisher.
Native advertising is paid media designed to match the content of a media source.
An example of mobile native advertising would be paid video content on the Youtube
app. This media is designed to match the visual design and function of natural
content, appearing in your feed of recommended videos..
Benefits of Native Advertising
Native ads have become increasingly popular in recent years. Here are three
prominent benefits of this form of advertising:
1. Native advertising blends in. To the user, native ad placement feels like a
feature of the user experience rather than a distraction. When companies display
advertising within native content well, users will interact with it as if it were part of the
general feed of the website or platform.
2. Native advertising feels relevant. Companies focus this type of content
marketing around real-time experiences for users. For example, an advertiser might
pay a website centered around fixing computers to feature a native ad about why
their own brand of computers requires little upkeep. This sense of relevancy makes
users more likely to engage.
3. Native advertising is popular. More and more companies use a greater share of
their ad spend on this type of promotion because people engage with it. In short,
native advertising works precisely because it doesn’t feel like advertising. Due to
how well integrated these ads are, they are less invasive to many consumers than
traditional advertisements.
Examples of Native Advertising
There are many types of native ads suited to different needs and formats. Consider
these five native advertising examples:
1. Advertorials: This long-form type of advertising content often shows up as a
written article or video ad on an internet publisher’s website. In advertorial, marketers
and salespeople work to provide detailed content relevant to the user’s interests
while also connecting this content to their own product or service.
2. Promoted products: Companies can feed ads to various online retailers as
promoted products (relevant products on display for the user at the top of their
page). This can effectively turn nearly any consumer-facing website into a natural
native advertising platform. Recommendation widgets serve a similar function,
although they are usually less foregrounded.
3. Search engine ads: By combining search engine optimization (SEO) keywords
with a native ad campaign, companies can advertise relevant products and services
at the top of anyone’s search results. These display ads are nonintrusive branded
content recommendations pertinent to the user’s initial inquiry.
4. Social media posts: Build brand awareness by getting your ads directly into a
person’s social media platform content feed. These in-feed ads can be as simple as
a photo with sponsorship info or as ornate as a long-form native video that an
influencer hosts. Regardless, they’ll appear as branded content in the regular flow of
user content.
5. Sponsored content: This type of native advertising can morph depending on
where you see it online. The defining feature is some small designation saying it’s a
sponsored post or paid content no matter where it shows up

By
Bhoomika L. Rathod.
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Economics and Social aspects of advertising
3.1 Economic Aspects: Effect of advertising on consumer demand, monopoly and
competition, Price, Impact of advertising on the Indian Economy
3.2 Advertising and Society: Social issues in advertising, positive and negative
influence of advertising on Indian values and culture., Impact of advertising on Kids
and Women
3.3 Ethics in Advertising- Importance of Truth in advertising- Forms of unethical
advertising- Puffery, Shock ads, sublimal advertising, Weasel claims, comparative
advertising code of ethics. Self-Regulatory Bodies: ASCI – Meaning and Importance

ECONOMIC IMPACT OF ADVERTISING ON THE INDIAN ECONOMY:

Advertising does have impact on various economic issues. It affects the value of the
products, the price of goods and services, the competition in the market, the
business cycle and the consumer choice. The economic impact of advertising is
explained as follows:
1. Effect on the Value of Products: In Consumer’s mind advertising can give
added value to the brand. By making the product better known, advertising can make
the product more desirable by the consumer. That is why people have more faith and
confidence in advertise brands.
2. Effect on Profits: Advertising may lead to higher demand. Higher demand leads
to large scale production and distribution. The large-scale production and distribution
bring economies of scale. Therefore, the profits of the firm may increase on account
of economies of scale.
3. Effect on Prices: Some advertised products do cost more than unadvertised
products, but the opposite is equally true. This is because; when advertising leads to
increase in demand, producers go for large scale production and distribution. As
such, they get economies of large-scale. These economies are passed on partly to
the consumers in form of reduced prices.
4. Effect on Product Life Cycle: Advertising may extend product life cycle. For
instance, due to heavy advertising, the growth stage may get extended. For
instance, Colgate Palmolive with its heavy advertising have extended the growth
stage of its toothpaste brand in India.
5. Effect on Production Costs: Advertising has an indirect effect on production
costs. Due to advertising, the firm may get higher demand, which may lead to
economies of large-scale production. Thus, the cost of production per unit may
decline.
6. Effect on Distribution Costs: Advertising has a direct effect on distribution costs.
Advertising generates demand, which leads to increase in production, and
consequently increase in distribution. The increase in distribution may lead to
economies of large-scale distribution. Thus, the distribution cost per unit may
decline.
7. Effect on Consumer Demand: It is true that the promotional activities including
advertising g affects consumer demand. But it is also true that many social and
economic forces like technological advances, increase in educational level, changes
in lifestyles etc., are equally significant to affect consumer demand.
8. Effect on Competition: Some critics are of the view that advertising restricts
competition, because small firms or newcomers find it difficult to compete with the
huge advertising budgets of large firms. However, advertising by big companies
often has only a limited effect on small business firms, because a single advertiser is
rarely large enough to dominate the whole market.
9. Expansion of Markets: Advertising helps to expand the markets. For instance, a
local advertiser may expand to regional markets and from regional to national and
international markets. For instance, Rohit Surfactants Limited, a Kanpur based
Company that started in 1987 on regional basis, now sells in national markets its
famous brand of washing powder ‘Ghari’ – now market leader in India.
10. Effect on Economic Growth: Advertising increases economic growth of a
nation. Effective advertising may lead to higher demand. Increase in demand leads
to higher production of goods and services. Increase in production leads to higher
GDP or economic growth of a nation.
11. Effects on Standard of Living: Advertising may lead to higher standard of living
of the Society, which is stated as follows:
(a) Effective advertising generates higher demand for products.
(b) Increase in demand leads to higher production.
(c) Higher production increases employment opportunities.
(d)Increase in employment results in increase in purchasing power.
(e) Increase in purchasing power enables people to increase consumption of new
and better goods and services.
(f) Consumption of new and better goods leads to higher standard of living.
12. Effects on Brand Image: Advertising creates impact on brand image. Due to
heavy advertising, customers’ perception about the brand changes. Customers
develop a favourable perception or brand image of the brand that are frequently
advertised.
13. Effect on Brand Loyalty: Advertising also leads to brand loyalty. The repetitive
advertising creates ‘top of mind’ awareness, which initially leads to trial purchase in
the case of FMCG products. If the customer is satisfied, they may go for repeat
purchases and may even recommend the brand to others.
14. Effect on Consumer Choice: Advertising generates competition in the market.
To compete effectively, business firms come up with new brands and modify and
improve the existing ones. Therefore, one comes across several competing brands
of varied products in the market. Therefore, it can be concluded that advertising
gives consumers wider choices.
EFFECT OF ADVERTISING ON CONSUMER DEMAND
Advertising can have a range of impacts on consumer demand for a product or
service.
An advertising campaign can have different influences on demand, depending on its
target audience. Effective advertising aims at influencing customers to purchase the
advertised brand.
1. Primary and Selective Demand: Advertising can create primary demand for
generic or new products. For instance, an ad may provide information and make
people aware of the benefits of generic products, which may increase primary
demand. For example, the Tea Board may advertise to consume more tea by
highlighting the benefits of tea. In competitive markets, advertisers can create
selective demand, i.e., demand for a particular brand. To increase selective demand,
advertisers may highlight special features of their brand. For instance, Tata Tea
advertises to increase demand for Tata Tea brands.
2. Evolving Experiences: Effective advertising creates an emotional experience for
the consumers that induce them to increase demand for the advertised brand. For
instance, a health drink ad which dramatizes fit and fine or healthy people may
induce existing consumers (occasional users) to increase the demand for that health
drink. The ad may also induce non-users to buy the advertised product.
3. social media and Demand: social media may also help the advertisers to
increase the demand for their products.
Online audiences have a more direct and interactive experience with marketers.
Social networks such as Facebook, LinkedIn, Twitter, WhatsApp, etc., can help to
increase demand for goods. People may provide review or comments of the
products which they have purchased and used. If the reviews or comments are very
positive and convincing, other people may also go for purchase of such product.
Therefore, it is vital for the advertisers to create a favourable impression on the
minds of the people so that they comment favourable on the social media.
4. Professional Advertising: Some business firms depend largely on professional
people to increase the demand for their products. Therefore, advertisers must
undertake professional advertising or influence the professionals by personally
approaching them for their recommendations.
The professional advertising is undertaken to influence the professionals like
doctors, engineers, professors, architects, and others. If the professionals are
convinced, they may prescribe or recommend the brand. Such recommendations
help to increase the demand for the brand.
5. Creativity in Advertising and Demand: Advertisers need to come up with
creative ads to influence and induce people to buy the products. Creativity is an on-
going process. For instance, Amul Butter comes up with creative ads based on
current events. Such ads act as a reminder to existing buyers to continue using the
brand, and on the non-users, the creative ads create ‘top of mind’ awareness, which
may influence the demand for the brand from non-users.
6. Effect of Advertising on Competition and Demand: Advertising may stimulate
increase in competitive activities. Advertising makes competitors active and alive.
Due to stiff competition, the competitors may come up with sales promotion
techniques such as special discounts, free samples, gifts, extended warranties. The
competitors may be forced to come up with new brands with innovative features, and
improve the quality of existing brands.
7. Demand from Market Segments: Demand can be increased from certain
segments of the markets by creating a new ad campaign that suits or influences the
specific type of market segment. For instance, young adults are influenced by pop
music, and therefore, the advertiser may use pop music in the ads to influence the
young adults. If the advertisers want to influence senior citizens, who may be
influenced by classical music, the advertiser may use classical music in the ads to
influence them to make a buy decision.
8. Temporary Increase in Demand: Advertising may help to increase the demand
temporarily. For instance, if a firm wants quick infusion of cash or wants to quickly
liquidate old stock to make room for new stock, advertising can come to the rescue
of the firm. The firm may advertise for special time-bound incentives, such as special
discounts. The ad may state the last date on which the incentive offer ends to create
a sense of urgency amount the buyers. The buyers may take advantage of the offer,
thereby, increasing the demand for the firm’s brand temporarily.
9. Increase in Specific Product’s Demand: A firm having abroad product line and
usually advertises the business in general, rather than specific goods or services; the
firm can increase the demand for a specific brand through specific brand’s
advertising. For example, if a firm wants to increase the demand for a specific brand
of toilet soap, it may focus its advertising effort on only that specific brand. In such a
case advertising may be able to increase the demand for that specific brand.
10. Advertising and Decrease in Demand; Advertising may lead to decrease in
demand or sales. If advertising gets backfired, the firm may lose the demand in the
market. For instance, controversial ads may lead to decrease in demand. Also, if the
brand ambassador does something of disrepute, the sales of the endorsed brand
may decrease. Poor brand extension may also affect the demand for the flagship
brand of the Company.
EFFECT OF ADVERTISING ON MONOPLOY AND COMPETITION
Monopoly means a complete or a very substantial hold over a market in respect of
one or more products by one seller. Critics, often claim that advertising contributes
and strengthens brand monopolies by reducing the opportunity for new products to
enter the market, whereas, supporters of advertising assert that advertising helps to
face competition.
Critics of Advertising:
Economists like Samuelson contend that very large advertisers create such brand
loyalty that potential competitors find it very difficult to enter the market.
Some even claim that big advertisers drive out small-scale advertisers by achieving
economies of large scale. They cite the examples of those very large advertisers
who have the strongest positions in the market.
Jules Backman in his book Advertising and competition states the case made by
those observers or critics who contend that advertising enhances the monopoly
power enjoyed by large corporation as follows:
� The large company has the power of the large purse, which enables it to spend
substantial sums on advertising, particularly to implement varying degrees of product
differentiation which enables a company to pre-empt part of a market.
� Advertising thus creates a barrier to new firms entering an industry or a product
market.
� The result is high economic concentration.
� Because of their protected position and because of product differentiation these
firms can charge monopolistic prices which are too high. Moreover, they can recover
the cost of the advertising by charging higher prices.
�High prices in turn result in excessively large profits.

Supporters of advertising:
On the other hand, economists like Philip Nelson believes that advertising increases
consumer knowledge of substitutes or of competing brands and that reduces
monopoly power so to say the more the consumer is informed as to the various
competing brands the less is the chance for a firm to exert monopoly power over the
market. Since advertising provides consumer information it can be said that it
promotes competition rather than creating monopolies.
Conclusion:
It is true that the high cost of using national media such as television network on a
large scale restricts the use of such media to a few advertisers who can afford them.
This supports the charge that advertising gives an unfair competitive advantage to
large firms. Their ability to bear the high cost of introducing new products and to
outspend small competitors is assumed to discourage would-be entrants and also
make it difficult for others to survive.
It is also true that some of the leading advertisers do enjoy the position of market
leaders. For instance, Colgate Palmolive in the toothpaste sector, Bata in the Shoe
sector, Cadbury in the chocolate sector and so on. But there are case where leading
advertisers in spite of their large advertising budget have poorly failed in the market
and some even have to withdraw their brands from the market. In 1980s a new
comer like Nirma have made good inroads in the washing powder sector and gave
the market leaders Hindustan Lever a run for their money…. thanks to their effective
advertising. Dominance of major mobile phone brands in India like Samsung, HTC,
Apple are challenged by many upcoming brands like Vivo, Oppo etc. The challenges
are possible through effective marketing and advertising.
This shows that advertising gives the small firm a chance to get started. If the firm
has a good product at good price, it can advertise and build market. Such firm may
not be able to match giant firms on a national scale but it can very well outspend
them in its local market area. As its business grows, it can use advertising to enter
new markets and expand its own competitive abilities.
Thus, it can be concluded that advertising need not develop monopolies, but it can
be used creatively to generate competition in the market, and that huge advertising
by existing firms need not act as an entry barrier for new players in the market.
EFFECT OF ADVERTISING ON CONSUMER PRICE
The Consumer price is the final price which the consumers pay for goods and
services. The consumer price is comprised of:
� Production Cost

� Distribution Cost
� Profit Margin of the Seller
Advertising may help to reduce the production cost and the distribution cost per unit
produced due to large scale production and distribution on account of increase in
demand on account of advertising. The consumer price can decrease provided the
seller passes on the benefits of large-scale production and distribution (either partly
or wholly) to the consumers, without increasing the profit margin.
The effect of advertising on consumer price can be studied by considering the effect
of advertising on advertising on production costs and distribution costs.
Impact of Advertising on Production Costs
The cost of production is comprised of three basic costs-
(a) Material Cost; (b) Labour Cost; and (c) Overhead Costs
Advertising is a selling and distribution cost and it does not form part of production
cost. As such it will not add to the cost of production and hence, it will never increase
the cost of production
However, advertising may indirectly reduce or bring down the cost of production per
unit produced (assuming that the firm is operating below optimum production
capacity). This is possible, provided advertising generates demand up to the firm’s
optimum production capacity. Following Table shows it very clearly how advertising
is resulting in economies of scale.
Explanation on Table -1
Before advertising total production was 1000 units and cost per unit was Rs. 180/-
After advertising the demand for the product started increasing and production cost
per unit started coming down. Thus, advertising indirectly brings down the production
cost from 180/- per unit to Rs. 95/- per unit. The gradual reduction I the cost of
production is the net result of various factors such as optimum utilization of
production capacity, large-scale purchase of raw material, introduction of labour-
saving devices and use of new technology.
Advertising can lower the cost of production per unit produced can be justified from
the fact that the overhead cost may remain the same up to the optimum point. The
same idea could even apply to material and labour costs. Increased demand could
make it feasible to install a labour-saving machine and bring down labour cost per
unit or it might enable buying raw materials in bulk instead of in smaller lots, thereby,
getting the benefit of large scale purchasing.
Impact of Advertising on Distribution Costs
Selling and Distribution costs generally includes –
(a) Advertising; (b) Sales Expenses; (c) Other Distribution Costs, etc.
Since advertising is a part of selling and distribution costs, it will naturally add to the
total selling and distribution costs. However, advertising may reduce the cost per unit
distributed, provided the benefit of large scale selling (due to advertising) is more
than the amount spent on advertising.
The above claim i.e., advertising can reduce the cost per unit distributed may be
justified from the fact that the sales force required may remain the same, since
advertising does the additional job of sales promotion. However, it may be noted that
incentives of the sales force and other selling expenses may increase to some
extent.
Explanation -After the advertising the sales volume has increased from 10,000 units
to 50,000 units per week resulting in reduction in cost per unit. Here it is from Rs.
1.00 to Rs. 0.50. Means there is benefits of Rs. 0.50 per unit.
It is to be noted that distribution cost per unit sold will go up when the advertising
costs are more than the benefits of large-scale distribution.
Impact of Advertising on Consumer Price
It is observed from the above two tables that advertising brings in economies of
large-scale production and distribution to the manufacturer-advertiser.
In case the advertiser transfers these benefits to the consumer either in part or in full,
then the consumer stands to gain as he has to pay a lower price than otherwise.
It is also to be noted that large scale production enables the manufacturer to go for
Research & Development, which not only brings in new and improved products but
also production takes place at reduced costs.
The seller partly transfers the benefits of economies of scale to the consumer.
It is to be noted that there will be no effect on consumer price, if the advertiser does
not pass on the benefit of large-scale production and distribution to the consumers.
The consumer price will also increase, if the advertiser increases the profit margin,
apart from enjoying the total benefit of large-scale production and distribution.

3.2 Advertising and Society: Social issues in advertising, positive and negative
influence of advertising on Indian values and culture., Impact of advertising on Kids
and Women
SOCIAL AND CULTURAL ISSUES IN ADVERTISING
Culture is a way of life of a particular society. It is a combination of tangible aspects
and intangible aspects of a Society. The tangible aspects include music,
architecture, buildings, literature, clothing, etc., and the intangible aspects include
ideas, knowledge, skills, morals, laws and customs.
Critics of Advertising
The critics of advertising point out that advertising degrade cultural values. They cite
the following instances to support their point of view:
1. Materialistic Values: Advertising finances and supports mass media. The mass
media such as magazines, television, etc., encourages what is popular rather than
what is good. This results in materialistic values rather than cultural values.
2. Violence: Advertising sponsors serials or programmes which depict scenes of
crime and acts of violence. This influences the audience, especially, the younger
generation and they too get involved in such crimes and violence.
3. Vulgarity: In advertising, there is a good deal of vulgarity. Some of the ads depict
nudity and use double meaning language. Such vulgarity is against the norms or
culture of the Society, especially, in India.
4. Surrogate Advertising: Ads promote the sale of harmful products such as
tobacco products, and alcoholic drinks in a good number of countries. The ads of
such products dramatize in a glamourous manner the use or consumption of such
products.
In India there is restriction on such ads. However, advertisers use unethical
surrogate advertising to promote such brands.
5. Undue Influence: Unethical and uncultured marketers take the advantage of
untruthful advertising and lure the people to buy the products or services offered by
them.
Ads try to create complexes among the people. They often show people using the
advertised product as superior as compared to the non-users. Such ads do affect
children and other members of the Society in a negative way.
Ads influence children and others to consume unhealthy foods such as fried potato
chips and other ready-to-eat snacks. Also unhealthy soft drinks are advertised in a
glamourous way with the help of unethical celebrities.
6. Unhealthy Competition: Ads create unhealth competition among the marketers.
The marketers get involved in unhealthy marketing practices to lure the customers to
buy their products.
7. Passive Role of Women: Ads depict woman in a passive role, as that of a mere
housekeeper or as a servant of the family. This further conforms to the belief of
some narrow-minded people that women are meant to play a passive role in the
family.
Supporters of Advertising
The supporters of advertising claim that advertising is not responsible to degrade
cultural values, but it upholds and improves cultural values. They cite the examples
of the following instances:
1. Concern for Girl Child: Some ads show the girl child in a positive role; such as in
the ads of Rasna, Complan, Nescafe, etc. This generates concern for the girl child in
an Indian society where more importance is given to boys.
2. Social Awareness: The public service ads such as family planning, literacy
campaigns, health and safety campaigns, etc., makes the people aware of the
importance of a healthy culture.
3. Sponsorships: Advertisers sponsor sports programmes, and variety of cultural
programmes. Without the support of advertising such programmes would not have
seen the light of the day. This helps the growth of culture and sports in a big way.
4. Customs and Traditions: Advertising highlights customs and traditions of India
such as strong family ties. For example, Ads develop family ties as a good number of
ads show family in a very happy environment, eating together, living together and
enjoying the life together. This definitely goes in a long way to strengthen the family
relations. Advertising also promotes festivals which enhances the cultural image of
India.
5. Respect for Women: Now-a-days, ads depict women in a positive and active
role. The good example is that of Havells Appliances. In 2014, Havells Appliances
came up with a series of ad films depicting ‘Respect for Women Empowerment’.
Such ads give a new meaning to the roles of women in our Society.
6. Caring Males: Ads depict males not only in macho roles, but that of a good father,
or a good husband. The best of the example, is that of Nivea (Cream for Men) which
depicts a man carrying a bay on his back indicating that men too care.
7. National Integration: There are ads on national integration, which brings people
of different castes, religions, culture, etc. together. This generates peace and
harmony in the society.
8. Advertising generates employment either directly or indirectly. This increases
the purchasing power of the people, and as such improves standard of living, not
only on the economic front but also on the education and cultural front.

Conclusion:
In conclusion, it can be said that advertising does affect culture of a society in a
negative way as it creates a craze for materialistic needs. However, there are
various social, religious, cultural and educational organisations to guide the people of
a particular society in their behaviour and it is up to the individual to accept or reject
certain values. Therefore, advertising cannot be held responsible for the degradation
of cultural values.
It is also true that advertising do upgrade the cultural values for the betterment of the
society as it tries to respect, maintain, and improve the positive aspects of the culture
in the society.
POSITIVE AND NEGATIVE INFLUENCE OF ADVERTISING ON
INDIAN VALUES AND CULTURE
Advertising can influence Indian values and cultures both in positive and negative
manner. The positive and negative effects of advertising on Indian values and culture
are explained as follows:
I. Positive Impact
Supporters of advertising advocate that advertising has positive effects on the
society, which can be economic and / or social.
(a)Economic Effects: Advertising can generate positive economic effects on the
society such as:
� Advertising may help to reduce consumer price due to the benefits of large-scale
production and distribution. The large-scale production and distribution takes place
due to increase in demand on account of advertising.
� Advertising promotes competition, and therefore, consumers can get quality
products at right prices.
� Advertising helps to expand business and therefore, consumers in different
markets get goods of their choice.
� Advertising generates higher economic growth due to increase in production of
goods and services, and therefore, employment level goes up.
(b)Social Effects: Advertising may also help to generate positive social effects on
the society such as:
� It raises higher standard of living due to availability of new and better type of goods
and services.
� Advertising can help to upgrade cultural values through dramatization of family ties,
respect for elders, etc.
� Advertising can promote communal harmony and other social issues such as
concern for girl child through public service advertising.
� Advertising helps to promote social welfare through various campaigns undertaken
by business organisations, NGOs, and Govt. Organisations, such as anti-drugs
campaigns, child immunization campaigns, etc
II. Negative Impact
Critics raise certain issues relating to negative economic and social effects of
advertising on the society such as:
(a) Economic effects
� Advertising may lead to concentration of economic power in the hands of large
firms.
� Advertising may increase consumer prices.

� Advertising may lead to unproductive use of funds.

� Advertising may affect economic well-being of the society, because it promotes

harmful products (indirectly in India) like cigarettes, liquor etc., and people waste lot
of money on such products.
(b) Social Effects
Critics also raise certain issues relating to the social effects of advertising such as:
� Advertising may degrade cultural value due to undue emphasis on individualism
and overemphasis on vulgarity.
� Advertising may create material values rather than spiritual and social values.

� Advertising may create social or racial discrimination by overemphasis on well-off

sections of the society.
� Advertising of harmful products may also affect social wellbeing of the society in
terms of literacy, life expectancy, etc., and people may waste money on such
products rather than on education and health.
From the above explanation it can be clear that advertising communication may have
negative as well as positive effects on the society. Quite often the positive effects
outweigh the negative effects especially with reference to economic and social
development.
Impact of Advertising on Women:
When televisions are switched on and advertisements run, we see a stereotypical
image of woman – one who can take care of her family, is well mannered and
empathetic, hardworking, polite, beautiful, slim, pleases the members of the opposite
sex quite easily, and the list goes on. We live in an age inundated with advertising,
from commercials on TV to posters on the sides of buses. We see ads every time we
open a magazine or call up a Web page on the Internet. All that exposure has a
significant effect, and the stakes are often more than deciding whether or not to buy
a certain product. Women, in particular, can suffer some serious psychological blows
from the subtle and pervasive effects of advertising aimed at them. Some of the
prominent effects are:
� Unhealthy body images in advertising -- regardless of whether they are used to sell
weight-loss products or something else -- project an unrealistic image of women's
body weight and can contribute to the development of anorexia, bulimia and other
serious eating disorders in women.
� Women often appear dependent, passive and child-like in advertisements, sending
a message that such qualities are normal and even desirable in women. Even more
disturbing, men receive the message that women should act submissive and
dependent, and come to expect that in their relationships with the opposite sex.
� Advertisements often depict very young and impossibly beautiful women. As
women get older, they feel pressure to look younger, ignoring the natural beauty of a
50- or 60-year-old body in an impossible effort to retain a 20- or 30-year-old one.
� Many ads present consequence-free scenarios with beautiful people enjoying, say,
junk food or video games. When coupled with other images presented to women --
thinness, youth and sexuality -- it creates a dangerous impression that such a
lifestyle is attainable, when in fact it can often result in low-self-esteem and
damaging habits.
� Cosmetic retailers design advertising to alter women's attitudes toward cosmetics,
encouraging them to buy more products. Many advertisers shape this attitude by
encouraging women to feel dissatisfied with their appearance.
� Advertising influences how women feel about themselves -- often in a negative
way. Based on the images they see in advertising; women often feel they should be
thin and beautiful and hold down full-time jobs while also being full-time mothers.
These images are often unrealistic and unattainable.

Impact of Advertising on kids:

Advertising can have both positive as well as negative effects on children based on
the content, quality and the presentation of the advertisement.
1. Positive Impacts
Some of the positive effects of advertising on children are:

� They can be a source of information. Certain advertisements, especially public

service announcements present innovations and technological milestones that
can offer a good learning opportunity to the child. Moreover, they also educate
the child about new products on the market.
� Healthy food choices advertised the right way can also prompt the child to opt
for a more balanced diet.
� Certain advertisements – those for hygiene products, for example – can help
inculcate good habits in the child.
� Advertisements may also have motivated content that can encourage children
to choose a profession or chase a specific dream. They can help them develop
a passion for the same and work towards it from a young age.
� Advertisements that present other children of a similar age engaging in
activities like helping out in the house or saving can influence kids to do the
same.
� Certain advertisements that carry content relevant to social change can help
promote empathy and a sense of duty towards the community in children.
� Environmental protection advertisements also call the attention of children
towards the problem and can encourage them to be a part of the solution.
� Cautionary advertisements that reveal the consequences of alcohol and
smoking can help children understand the risks associated, and urge them to
stay clear of such products.
2. Negative Impacts

While there are a few positive influences of advertisements, they indeed fail to
outweigh the negatives. Some of the adverse effects of advertising on children are:

� Persuasion to purchase a product they like can be a real problem. As

advertisers direct their marketing strategies towards children, the parents may
have a stubborn child on their hands demanding that they buy a specific product
for him.
� The message of the advertisement may be interpreted the wrong way and
children may focus mainly on the negatives rather than the positives.
� Certain advertisements portray stunts that can be very dangerous. Although
they do come with a statutory warning, it may often be ignored, and kids may
attempt to imitate these stunts.
� Every manufacturer wants a recurring business, which leads them to create
flashy advertisements. The result of this is the development of an impulse
buying habit in children.
� False imaging is another issue with advertisements that present things or
events in an unrealistic manner and children tend to fall for it.
� Advertisements may also develop a materialistic idea of the world in the
children. When their innocent minds are regularly being exposed to content
which portrays that having the best things is necessary for a comfortable life, it
may make children give undue importance to material wealth.
� Brand consciousness and an affinity towards expensive branded items can be
developed. This may make them shun inexpensive things that serve the same
purpose.
� A large portion of the food items advertised is junk food and are very visually
appealing. These can influence the eating habits of the child and promote an
unhealthy lifestyle.
� Advertisements can also be a leading factor in influencing the choice of toys,
clothes or luxuries of a child.
� Children may also tend to have lower self-esteem if they believe themselves to
be inferior for not owning the various products that are advertised, especially if
their friends possess these items.
� The sexual objectification of women in some advertisements is a cause for
concern, as children grow up to think that this is the norm.
� As many adverts have successfully managed to blur the line between real and
reel life, children tend to believe the facade and lose touch with reality.
� Certain advertisements are known to use comparative visuals, which ultimately
mock a person using a different product. This can instil the concept of inferior
and superior in children as they start to compare themselves with others.
� The visual portrayal of certain inappropriate acts in the adverts like lying or
cheating can make a vulnerable child believe that the behaviour is acceptable.

3.3 Ethics in Advertising- Importance of Truth in advertising- Forms of unethical

advertising- Puffery, Shock ads, sublimal advertising, Weasel claims, comparative
advertising code of ethics. Self-Regulatory Bodies: ASCI – Meaning and Importance
ETHICAL ISSUES IN ADVERTISING
Ethics is a branch of social science that deals with moral principles and values. It
differentiates what is good and what is bad. What is good should be followed and
what is bad should be discarded or avoided.
As far as advertising is concerned the advertisers should do only good advertising.
Good advertising refers to honest advertising. Only true facts about the product
should be stated – no exaggeration – no lies. Again, only good products should be
advertised and that too to the right audience.
There are various ethical issues in advertising ranging from the question of validity of
claims made in the ads to the matter and manner of presentation. Often vital issues
are raised such as:
� Advertising of harmful products,
� Advertising to children,

� Ads in poor taste,

� False claims made in the ads,

� Excessive use of exaggeration,

� Unhealthy brand comparisons,
� Use of Testimonials, etc.
Although advertisers face ethical regulations, every issue is not covered by a clear
written rule. Many advertising issues, such as brand comparisons, use of
personalities, statistical claims, decree of exaggeration, etc., are left to the discretion
of the advertiser.
Advertisers must address themselves the following few questions:
� Who should and should not be advertised to?
� What should and should not be advertised?

� What should and should not be the content and tone of the advertising message?
� Where should and should not be advertised?

Forms of Untruthful Advertising / Unethical advertising:

There are several forms of untruthful advertising practiced by unscrupulous and
unethical advertisers such as:
1. Exaggeration: Some advertisers make tall claims in their ads about their
products. Tall claims are often made in case of detergents and washing powder,
cosmetics and toiletries. For instance, you must have come across such ads of
detergent powder claiming that it can wash whitest a dozen of clothes with just a
teaspoonful powder. A good example of exaggeration is that of Colgate toothpaste
“No germs, no cavities”. The ad has been withdrawn as required by ASCI.
2. Misuse of Testimonials: Testimonial is a statement given by a popular
personality or any other person claiming the superiority of the brand. In fact, many
advertisers pay handsome amounts of money to extract the statement from a
personality even though he / she may not be the user of the product. Take the
example of ads of soaps, cosmetics, foods products, etc. You will come across a
personality praising the product so much, but in reality, she / he must not have used
the product at all.
3. Pressure Tactics: Some firms use pressure tactics to persuade customers to buy
the products or services. For instance, certain private institutions may state the last
date for enrolment. After some days again they extend the last date and continue to
do so to fool the students.
4. Misrepresentation: You must have come across competing brands with similar
names, such as Lux Les, Bata and Bala, Sintex and Suntex, etc. Also, some sellers
may state that their product is ‘made as Japan’. All this is done to fool the customers.
5. False Statistics: There are also advertisers who make use of false statistics to
substantiate the superiority of their brands. For instance, one magazine stated ‘One
lakh copies already sold’ but hardly few copies may be actually sold. Also, unethical
educational institutions – (Indian as well as foreign ones) – state fake statistics such
as rankings, placements, etc. to induce students to join their institutions.
6. Free Gifts, Discounts and Contests: You must have come across such ads as
‘Pay for two and take three’ or up to 50% discount or enter into a crossword puzzle
or some other contest and win handsome prizes. Most of such advertising is another
trick to fool the innocent customers. Even if the advertiser gives free gifts, they may
not be worth the name and if there is discount sale, the product may be damaged or
of old stock or of inferior quality. And there are contests in which the decision of the
judges is final in favour of their known contestants.
7. Total Lies: There are also cases of advertisers presenting total lies in their ads to
trick the customers. For instance, one ad said ‘You can reduce your weight ‘no
dieting, no drugs, no exercise, no fasting’. And some of those who responded to this
ad landed in the hospital.
8. Poor Taste: At times some advertisers present vulgar scenes involving sexual
innuendo, nudity and double meaning. For instance, Rotomac Pens ad with the
words “Sub kuch dikhta hai’ was in poor taste. The ad had been withdrawn
subsequently as directed by ASCI.
9. Erroneous impressions: There are cases of erroneous impressions. For
instance, there was an ad that said, ‘Three yards of pure silk for a dollar’ and those
who responded got three yards of silk thread.
10. Claims of Winning Awards: Advertisers make claims that they have won
international awards for their excellence in quality. They may have won such awards,
but many a-times, the awards may be consolation ones. Again, the quality that they
have presented may be far superior than what they sell in the local market.
11. Unhealthy Brand Companies: Now-a-days, advertisers are engaged in
unhealth brand comparisons with the help of advertising. Such comparisons create
problems and confusion for the right choice of products as far as audience is
concerned. Examples can be cited that of Colgate toothpaste, and Pepsodent
toothpaste.
12. Surrogate Advertising: Some marketers who are not allowed to advertise their
products in certain media undertake surrogate or back-door advertising. You must
have come across ads for packaged water, music CDs, club glasses, cards etc.,
bearing the names of alcoholic drinks and cigarettes. However, there is debate on
this aspect, as supporters of advertising claim that there should be no restriction to
advertise products like alcoholic drinks, provided they are done in a good taste.
13. Advertising to Children: Advertisers try to exploit the young kids by advertising
products which are not conducive to their health. This includes the ads of chocolates,
soft-drinks, etc. Quite often such products lack nutritional value. However, they make
believe the kids that such products are healthy for their mind and body, and as such
the kids demand such products from their parents. There are cases where ads
created inferiority complex if they do not use the advertised products.
14.Puffery: In common parlance, the term “puffery” refers to praise that is excessive
or dishonest. A promotional statement or claim that represents the author’s
subjective rather than the author’s objective opinions is known as puffery in the legal
system. A “reasonable person” would not accept such statements literally. The
purpose of puffery is to create an overblown impression of what is being described
and is most often seen in testimonials.
An article or narrative that exaggerates praise and often overlooks or downplays
opposing opinions or evidence to the contrary is known as a “puff piece,” which is
also an idiom for the journalistic type of puffery known as “puffery.”
15.Shock Ads: Shock advertising, also called “Shockvertising,” is a type of
advertising that “deliberately, rather than accidentally, shocks and offends its
audience by breaking norms for social values and personal ideals.”
It is the use of “graphic images and blunt slogans” in advertising or public relations to
bring attention to a public policy issue, a product, or a service. Shock advertising is
mostly used to get people’s attention and create a buzz, as well as to draw people to
a certain brand or bring attention to a public service issue, health issue, or cause
(e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing
awareness of racism and other injustices, or discouraging smoking among teens).
This kind of advertising is often controversial, disturbing, explicit, and crude. It may
also include bold and provocative political messages that go against what people
usually think about how society works. This type of advertising may not only offend,
but also scare people. It uses scare tactics and elements of fear to sell a product or
spread a public service message, making a “high impact.” This mix of scary, gross,
and/or offensive advertising is called “shockvertising” in the advertising world.
16.Subliminal Advertising: A subliminal message is a signal or message that is
meant to be seen or heard but not fully understood. For example, it could be a sound
that the conscious mind can’t hear but that the unconscious or deeper mind can. It
could also be a brief image that the conscious mind doesn’t see but that the
unconscious mind does. This definition assumes that there is a difference between
what is conscious and what is unconscious, which may be misleading. It may be
more accurate to say that the subliminal message (sound or image) is picked up by
deeper parts of a single mind.
People have often thought that subliminal techniques are used in advertising and
propaganda in the real world (e.g., party political broadcasts).
17. Weasel Claim: An informal name for words and phrases intended to give the
appearance that something precise and important has been spoken, but in reality,
simply a broad or ambiguous assertion has been delivered, is “weasel words” or
“anonymous authority.” The words “some individuals say,” “most people think,” and
“researchers believe” are examples.
Using evasive language may enable one to subsequently reject any particular
interpretation if the remark is contested since the language was never intended to be
precise. Weasel words may be a sort of tergiversation and can be used in political
speech and advertising to deceive or hide a prejudiced viewpoint.
A prejudiced or otherwise problematic comment might be softened or understated
using careless language. Using words like “somewhat” or “in most ways” is an
example of this since they add ambiguity to sentences that wouldn’t have it
otherwise.

Importance of Truth in Advertising

Truth refers to facts, complete facts and actual facts. In law, truth refers to truth, the
whole truth and nothing but the truth.Truth in advertising may have a narrow
connotation, for the advertisers are supposed to tell the truth – the facts, features,
merits of the product, but no advertiser will advertise – what the product cannot do or
what it does not have.
The importance of truth in advertising is stated as follows:
1. Survival of the Ad Industry: High ethical standards are vital for the long run
health of advertising itself. If people are confronted with growing unethical ads, they
will lose confidence in advertising and advertising itself will surely die. However, in
spite of so many unethical ads, advertising business progresses and prospers mainly
due to the ethical advertising done by a vast majority of advertisers.
2. Survival of the Firm: An advertiser to be true should follow certain ethical
guidelines in advertising his products. One can never expect to gain from false
advertising. An advertiser with false claims may succeed in making short term gains,
for he can fool people for some time, but not all the time, for there is a saying – you
can fool all people for some time, some people all the time but not all people all the
time. For long term survival, a business firm should not resort to false advertising.
3. Corporate Image: An advertiser who states true facts about his product will not
only build confidence in the minds of the buyers, but it will bring name and goodwill
to the firm and its products. False advertising may succeed for some time, but truth
will ultimately prevail. Therefore, to build a good corporate image, a firm should
come up with ethical advertising.
4. Competitive Advantage: Firms that adopt ethical practices including advertising
gain competitive advantage in the market. For instance, Tata Group of Companies
enjoys competitive advantage in the market on account of ethical practices.
Customers trust those companies that are honest and ethical in business dealings.
5. Customer Loyalty: Ethical advertising may generate customer loyalty. Satisfied
customers not only go for repeat purchases but also recommend favourably the
products to others. Therefore, to ensure customer loyalty, business firms must resort
to truthful advertising.
6. Brand Image: Ethical ads help to build brand image. Customers develop a
favourable perception of the brand vis-à-vis those brands that resort to unethical
advertising. Brand image helps a firm to gain customer trust and loyalty.
7. Business Expansion: Truthful ads may enable a firm to expand the business not
only in the domestic market but also at the international level. Throughout the world,
customers respect those companies that are honest in business practices including
ethical advertising. The increase in customer trust and support helps a firm to
expand its business form local level to national level and from national level to
international level.
8. Brand Equity: Ethical ads may help a firm to enhance brand equity. Brand equity
is the incremental value of the brand over and above its physical assets. This is
because; ethical advertising adds value to the brand, and therefore, the brand may
command strong brand equity.

comparative advertising code of ethics

comparative advertising is advertising where one party advertises his goods or
services by comparing them with the goods or services of another party. Such other
party is usually his competitor or the market leader of that good or service . The
comparison is made with a view towards increasing the sales of the advertiser, either
by suggesting that the advertiser's product is of the same or a better quality to that of
the compared product or by denigrating the quality of the compared product.

The holder of a trademark has the exclusive right to use his trademark to identify the
products or services , which is used by advertiser in comparative advertising , in
order to identify the goods or services of a competitor by making reference to a trade
mark of the proprietor. This raises several concerns - on the one hand, the concern
of brand owners for their goodwill being harmed and, on the other, the benefits for
consumers that may result from the reduction in information asymmetry and the
stimulation of competition. As a result, it becomes incumbent to understand the law
relating to comparative advertising to better understand how it affects the various
parties - consumers, competitors, proprietary right holders and, ultimately the
general public.
# Concept And Definition
Comparative advertising is a widely used form of commercial advertising in many
countries. This type of advertising intends to influence consumer behavior by
comparing the features of the advertiser's product with that of the competitor's
product.

Comparative claims are variable in nature. They may explicitly name a competitor or
implicitly refer to him. They may emphasize the similarities (positive comparisons) or
the differences (negative comparisons) between the products. They may state that
the advertised product is "better than" (superiority claims) or "as good as" the
competitor's (equivalence or parity claims). The aim behind this concept is to allow
honest (i.e. not misleading) comparison of the factors of one trader's products with
those of another; such a comparison will inevitably involve the use of the trademarks
associated with the products in question. In the absence of provisions controlling
this, such use could constitute trade mark infringement.

No Indian statute defines the term, but the UK Regulation defines comparative
advertising as meaning any advertisement which "explicitly or by implication,
identifies a competitor or goods or services offered by a competitor".
In this backdrop, the Delhi High Court summarized the law on the subject in the case
of Reckitt & Colman v. Kiwi TTK , as follows:
1. A tradesman is entitled to declare his goods to be the best in the world, even
though the declaration is untrue.
2. He can also say that his goods are better than his competitor's, even though such
statement is untrue.
3. For the purpose of saying that his goods are the best in the world or his goods are
better than his competitor's he can even compare the advantages of his goods over
the goods of others.
4. He, however, cannot while saying his goods are better than his competitors', say
that his competitors' goods are bad. If he says so, he really slanders the goods of his
competitors. In other words he defames his competitors and their goods, which is not
permissible.
5. If there is no defamation to the goods or to the manufacturer of such goods no
action lies, but if there is such defamation an action lies and if an action lies for
recovery of damages for defamation, then the Court is also competent to grant an
order of injunction restraining repetition of such defamation.
# Statutory Provisions In India:
The Monopolies and Restrictive Trade Practices, 1984 (herein after "MRTP Act") and
the Trade Marks Act, 1999 work in tandem to provide the basic structure that govern
Comparative Advertising. The Trademarks Act, 1999 has incorporated the provisions
related to this concept in Ss. 29(8) and 30(1). According to the statute Comparative
Advertising is permissible, with certain limitations as to unfair trade practices.

The Trade Marks Act is an attempt to balance the conflicting interests of the rights of
registered trade mark owners and a compelling consumer interest in informative
advertising. Section 29(8) of the Trade Marks Act provides that a registered
trademark is infringed by any advertising of that trade mark if such advertising takes
unfair advantage and is contrary to honest practices in industrial or commercial
matters, is detrimental to its distinctive character, or is against the reputation of the
trade mark.

Section 30(1) has, however, provided an escape route for what would otherwise
have been an infringing act under Section 29, if the impugned use of the mark is in
accordance with "honest practices" in industrial or commercial matters.
# "Honest practices"- mandatory for CA:
Comparative advertising aims to objectively and truthfully inform the consumer, and
promotes market transparency, keeping down prices and improving products by
stimulating competition. Therefore, it is important to protect the interests of such
competitors by not allowing comparative advertising to cause confusion, mislead, or
discredit a competitor.

There is no definition or explanation as to what constitutes "honest practices". There

is a large and clear shared core concept of what constitutes honest conduct in trade,
which may be applied by the courts without great difficulty and without any excessive
danger of greatly diverging interpretations.
Comparative Advertising is limited by Unfair Trade practices:
Comparative advertising is also subject to certain other limitations contained in the
definition of 'unfair trade practices'. In 1984 the MRTP Act was amended to add a
chapter on unfair trade practices. Section 36A of the MRTP Act lists several actions
to be an 'unfair trade practice' as any unfair method or unfair or deceptive practice
which gives false or misleading facts disparaging the goods, services or trade of
another person.

The object of this section is to bring honesty and truth in the relationship between the
provider of the services and the consumer, and when a problem, arises as to
whether a particular act can be condemned as an unfair trade practice or not, the
key to solution would be to examine whether it contains a false statement and is
misleading and further what is the effect of such representation on the common man.

From the above context it may be gathered that false representation would mean an
incorrect or untrue statement or expression which is designed to influence and
induce a consumer to buy or engage, or use such goods or services and make such
advertisements available to the members of the public
# Concept of Disparagement:
Section 36 A of the MRTP Act purports that unfair trade practices are those which
lead to disparagement of the goods, services or trade of another person. The term
"disparagement" has not been defined in any statute, but judicial pronouncements
have adopted its dictionary meaning. As per The New International Webster's'
Comprehensive Dictionary, disparagement means, to speak of Sligh tingly,
undervalue, to bring discredit or dishonour upon, the act of depreciating, derogation,
a condition of low estimation or valuation, a reproach, disgrace, an unjust classing or
comparison with that which is of less worth, and degradation. The Concise Oxford
Dictionary defines disparage as under, to bring dis-crediting or reproach upon;
dishonour; lower in esteem; speak on or treat slighting or vilify; undervalue, and
deprecate.

In the electronic media the disparaging message is conveyed to the viewer by

repeatedly showing the commercial everyday thereby ensuring that the viewers get
clear message as the said commercial leaves an indelible impression in their mind.
But it must be noted that a mere opinion, which is not a statement of fact, would not
attract Clause (x) of Section 36A (1).
SELF-REGULATION LAWS
Self-regulations laws refer to standards and / or codes that provide guidelines for
ethical and professional conduct of advertising.
The codes / standards have been laid down by various authorities such as:
� Advertising Standards Council of India (ASCI)

� Indian Newspaper Society (INS)

� Door darshan

� Advertising Agencies Association of India (AAAI)

The Standards or Codes have been adopted in order to guide the following:
� The advertisers
� The publications / media
� The advertising agencies
MAIN HIGHLIGHTS OF SELF-REGULATION LAWS:
� Unethical ads to be done away with.

� Those who do not follow the code / standards are at a disadvantage. The member
publishers of INS lose their accreditation. The advertising agency has to withdraw
the campaign and so on.
� Consumers are protected against the misuse of untruthful ads. � Decency is
generated as offensive and vulgar ads are done away with.
� Generates health and fair competition in the market among different sellers.
� Advertisers cannot make statements directly or indirectly about competitors or their
products that may mislead of confuse consumers.
� Indiscrimate use of advertising for the promotion of products which are regarded as
hazardous to society are not accepted by media. For instance, DD does not allow to
advertise liquor and cigarettes on TV.
� Advertisements which might result in mental, physical or moral harm to children are
banned.
� Self-regulation laws make the advertisers, ad. Agencies and the media more
responsible in carrying out their duties in the field of advertising
ROLE OF ASCI
Advertising Standard Council of India (ASCI) is a professional body set up by
advertisers, advertising agencies, Newspapers, Magazines and other involved in
advertising. It was set up in 1985. The ASCI has been established to monitor and
discourage untruthful advertisements. It ensures that advertising follows the
principles of truth and social morality. The council has drawn up a code of self-
regulation to ensure the truth-fullness and honesty of representations and claim
made by advertisements and to safe guard consumers against misleading and
fraudulent advertising. And to ensure that advertisements are not offensive to
generally accepted standards of public decency.
The ASCI is not a Government body, but it is a voluntary self-regulatory council,
registered as a not-for-profit Company under section 25 of the India Companies Act.
Its main objective is to promote responsible advertising; thus, enhancing the public’s
confidence in Advertising. ASCI thus aim to achieve its overarching goal i.e., to
maintain and enhance the public’s confidence in advertising.
Objectives of ASCI
� To monitor, administer and promote standards of advertising practices in India.
� To codify, adopt and modify the code of advertising practices in India and
implement, administer and promote and publicize such a code.
� To give wide publicity to the Code and seek adherence to it of as many as possible
of those engaged in advertising.
� To print and publish pamphlets, leaflets, circulars or other literature or material, that
may be considered desirable for the promotion of or carrying out of the object of the
Company.
Importance of ASCI
The ASCI was set up to perform the following tasks:
1. Truthfulness in Advertising: ASCI perform its role through its Consumer
Complaints Council. The CCC ensures the truthfulness and honest of the claims
made by the advertisers in the advertisements. It safeguards the consumers against
misleading advertisements. The code framed by ASCI clearly states:
(a) Advertisements must be truthful. All descriptions, claims and comparisons which
relate to matters of objectively ascertainable fact, should be capable of
substantiation.
(b) Where advertising claims are expressly stated to be based on, or supported by
independent research or assessment, the source and date of this should be
indicated in the advertisement.
(c) Advertisements shall not be so framed as to abuse the trust of consumers or
exploit their lack of experience or knowledge. No advertisement shall be permitted to
contain any claim so exaggerated as to lead to grave or widespread disappointment
in the minds of consumers.
(d) Advertisements shall not distort facts nor mislead the consumer by means of
implications or omissions. Advertisements shall not contain statements or visual
presentations, which directly or by implication or by omission or by ambiguity or by
exaggeration are likely to mislead the consumer about the product advertised.
2. Non-Offensive Ads: The CCC ensures that advertisements are not offensive to
generally accepted standards of public decency. The ASCI Code clearly states
“Advertisements should contain nothing indecent, vulgar or repulsive, which is likely
in the light of generally prevailing standards of decency and property, to cause grave
or widespread offence.”
3. Safeguards Against Indiscriminate Use of Advertising: The ASCI safeguards
against indiscriminate use of advertising in situations or for the promotion of
products, which are regarded as hazardous to Society or to individuals. The ASCI
code clearly states:
� No advertisement shall be permitted which:
(a) Tends to incite people to crime or to promote disorder and violence or
intolerance.
(b) Derides any race, caste, colour, creed or nationality.
(c) Adversely affects friendly relations with a foreign country.
� Advertisements addressed to children shall not contain anything, whether in
illustration or otherwise, which might result in their physical, mental or moral harm or
which exploits their vulnerability.
� Advertisements shall not, without justifiable reason, show or refer to dangerous
practices or manifest a disregard for safety or encourage negligence.
� Advertisements should contain nothing, which is in breach of the law, or omit
anything which the law requires.
� Advertisements shall not propagate products, the use of which is banned under the
law.
4. Fairness in Competition: The ASCI ensure fairness in competition. The ASCI
ensures that the consumers are informed on the choices at the market place. IT also
ensures that business firms follow the canons of generally accepted competitive
behaviour and not adopt unfair practices.
5. Responsibility of the Advertisers: The ASCI has fixed responsibility of
advertisers to observe its code. As the advertiser initiates the advertising brief and
sanctioned its placement in the media, the advertiser carries full responsibility for the
observance of the ASCI Code. The advertiser is responsible for the entire content of
the ad. Therefore, the ASCI perform an important role to ensure that the advertisers
are held responsible if anything is misleading or unethical in their ads.
6. Responsibility of the AD agencies: The ASCI has fixed responsibility of the ad
agencies to observe its code. Ad agencies are made responsible to ensure the
observance of ASCI Code in as much as the facts are known to them, i.e., to advise
their clients in accordance with the code.
7. Responsibility of Media Owners: ASCI has fixed responsibility of the media
owners to observe its code. Media owners must view each ad offered to them for
publication from the viewpoint of the code. IF any ad is considered by the media
owners to be in contravention of the code, the media owner shall refer the matter to
CCC of ASCI. Ads found by the CCC to be in violation of the code shall be refused
for publication by media owners.
8. Responsibility of Celebrities: The Advertising Standards Council of India (ASCI)
issued a series of sweeping guidelines in April 2017 on celebrity advertising. The
guidelines are aimed to finally claim down on random or exaggerated claims made
by celebrity advertising. The guidelines must be strictly followed by actors, sports
people, doctors, authors, activists and educationists.

By

Bhoomika L. Rathod.
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Advertising Agency
4.1 Ad Agency -Features -Structures and Services offered – Types of Advertising
Agency-Agency Selection Criteria.
4.2Agency and client- Maintaining Agency -Client relationship, reasons and ways of
avoiding client turn over, creative pitch, Agency Compensation
4.3 Careers in advertising: Skills required for a career in advertising, various career
options, Free lancing career Options-Graphics, Animations, Modelling, Dubbing.
================================================================
4.1 Ad Agency -Features -Structures and Services offered – Types of Advertising
Agency-Agency Selection Criteria.
Ad Agency:
Advertising agency is one of the important components of the advertising industry.
Ad agency plays an important role in the success of client’s advertising efforts; as it
plans, prepares and places ads of its clients in the media.
The American Association of advertising Agencies (AAAA) has defined an
advertising agency as “An independent business organization, Composed of
creative and business people, Who develop, prepare and place advertising on
advertising media , For sellers seeking to find customers for their goods and
services.
Thus, an advertising agency is a service organization which performs the function of
preparing, planning and checking advertisements for its clients. It has its own
specialized & creative staff including visualizes, copywriters, artists, painters,
models, etc. It also places advertisements in media. Thus, an agency is a link
between the clients & media owners.
Features of Ad Agency:
1.Independent Organisation: An ad agency is an independent organisation
composed of creative people like art directors, copywriters, layout designers, media
planners, and so on. The ad agency performs three major tasks for its clients
(advertisers):
� Planning the ad campaign

� Preparing the ad campaign

� Placing the ad campaign in the media

2. Intermediary between Advertiser and Media: The ad agency acts as an

intermediary between the advertiser and the media. For instance, it books time and
space in the media on behalf of the client. After preparation of ad campaign, the ads
are placed in the media.
To get the right time and space in the media, the ad agency has to develop good
media relations. Nowadays there are specialised media agencies to book time and
space in the media.
3. Services Offered: Ad agencies offer a range of services to its clients to promote
their products. The services of ad agencies include:
� Planning and preparing ad campaigns.
� Booking of timings / space in the media.

� Placing the ad campaigns in the media.

� Research relating to advertising and marketing.

� Sales promotion services, and so on.

4. Size of Ad Agencies: The ad agencies are of varied sizes mainly depending on
the business turnover. There are very large agencies that earn billions of dollars in
annual revenue. There are also very small sized agencies that operate mostly in the
local market and the annual revenue is very limited. For example, there are a large
number of small ad agencies operating in the city of Mumbai.
5. Contributes to Marketing Success of Clients: Ad agencies contribute to the
marketing success of its clients. They come up with innovative ideas to advertise and
promote the products. Innovative ideas create a memorable impact on the minds of
target customers, which may lead to higher sales turnover.
For instance, the ad campaign of Cadbury Dairy Milk (Kuch Meetha Ho Jaaye)
created a special space for the brand among different segments of the Society
6. Creative Inputs: The success of an ad agency largely depends on the creative
inputs relating to client’s advertising. The creative inputs are generated by its
creative team consisting of art directors, copy directors and others. Creativity is
required in planning and creating innovative ads. For instance, there is a good deal
of creativity in Fevicol’s ads created by O&M – India top ad agency. Creativity in
advertising retains existing clients and also bring in new clients.
7. Agency Accreditation: In India and elsewhere in the world, the ad agencies need
accreditation from the association of television channels, radio stations, and print
media. Only those ad agencies that undertake ethical advertising are granted
accreditation by concerned authorities. The main purpose of granting accreditation is
to bring our professionalism in the advertising agency’s conduct of business.
8. Agency Compensation: Ad agencies get a commission from media publishers /
broadcasters (which is about 15% of the bill charged for time / space used to
advertise the product by the advertiser).
Apart from commission, ad agencies get fees for the creative and other services.
The fees depend on the value addition which the ad agency contributes to the
success of the brand. Some marketers revise the compensation of the ad agency
depending on the success of the campaigns.
9. Agency-Client Relationship: Ad agency has to maintain a good relationship with
its clients. Cordial relationships are beneficial to both the parties. The agency can
maintain good relationship by providing the service on time, charging the right fees,
keeping confidential sensitive information of its clients, and so on.
The client also needs to maintain good relationship with the ad agency by making
payment of fees on time, avoiding pressure tactics, sharing of success of ad
campaign etc. Good relationship motivates the ad agency to come up with effective
advertising.
10. Proactive in Nature: An ad agency is proactive in nature. It comes up with
innovative ideas to advertise the products of its clients. For example, the Zoozoo ads
of Vodafone by O & M were quite innovative. At times, an ad agency may be reactive
(to competitors’ ads) in generating ideas.
11. Types of Ad Agencies: There are different types of ad agencies depending
upon the type of services offered and other factors. The main types of ad agencies
include:
� Full service agency
� Modular agency

� Creative Boutiques
� Specialist Agency

� In-house Agency, etc.

STRUCTURE AND SERVICES OF AD AGENCY:

The Organisation structure differs from agency to agency depending upon their
specialised departments. The following chart shows organisation structure of a
typical advertising agency:
The structure of ad agency is explained with reference to various services and
functions. The services and functions of an ad agency depend upon its organisation
structure.
The services and functions of a typical ad agency can be broadly classified into five
areas:
� Creative Services

� Account Services
� Media Services

� Management & Finance

� General Services
I. Creative Services:
These services include copywriting, artwork and production of finished ads.
(a) Copy: Most advertising people believe, that copywriting is the most important
aspect of advertising. In most agencies, the copy department is one of the largest
departments.
The copy department usually plans and prepares advertising copy for all media,
although some agencies maintain separate sections or departments for preparing
TV, radio, outdoor and press ads.
(b) Art: The art department arranges for artwork, although in many cases, most of it
is prepared by outside independent units. The main function of the art department is
to design the layout for print ads. In case of TV ads, the art department may assist in
filming the ads.
(c) Production: After the copy has been written and the layout and illustration
approved, the ad is turned over to the production department. The production
department prints the ad as per the layout. Before the ad is submitted to the print
media, the department may offer proofs for approval of the client.
(d) Traffic: Traffic is a matter of scheduling. To keep the work flowing on schedule,
there is the traffic officer. His major duty is to monitor the production of finished ad so
that it gets completed as per schedule.

II. Account Services:

The account services section is headed by Vice President – Account Services. He is
responsible for the overall agency – client relationship. To assist the Vice President,
there are account supervisors. The account executives perform the following work:
(a) Advertising Plan: The account executive studies the client’s product and
problems and formulates advertising plan and after the client’s approval of the plan,
he looks after the execution of the same.
(b) Budget Preparation: the account executive may assist the media planning
department in preparation of advertising budget of the client.
(c) Client Relationship: The account executives support the Vice President in
maintaining good rapport and relations with the client. Regular meetings are held
between the account executives and the client representatives.
(d) Creative Pitch: The account executive may assist the creative people to make a
presentation of creative pitch to the client or prospective client.
III. Media Services:
The Vice President of Media Services is responsible for media planning, buying time
and space, and media research. The Vice President of media services coordinates
with the Vice President of account services, especially with reference to preparation
of advertising plan and budget preparation.
(a) Media Planning: This section is responsible planning and selection of the right
media-mix. To plan and select the right media-mix, the media executives consider
certain actors such as ad budget, objectives of the campaign, nature of product,
nature of target audience, and so on.
(b) Media Buying: This section is also responsible for buying time and space to run
the ad campaign. The media executive prepares media schedule, relating to the
dates and time / space of broadcasting or publishing the ads. The media executive
may pay the media bills of the media bills may be paid by the accounting and finance
section.
(c) Media Research: The research section undertakes media research to find the
effectives of the media with reference to specific products. This section may also
undertake pre-testing and post-testing of ads. This department may also collect new
facts from the market, so that the client’s ads can be presented according to the
changing needs of the market.

IV. General Services:

The advertising agency performs a number of other activities:
(a) Allied Services to the Client: They provide a number of additional services
which are related but not directed connected with advertising. These services are
recommending changes in product pricing, designing sales promotion tools and
techniques, advising on product distribution, conducting market research, and so on.
(b) Public Relations: Agencies may have their departments specializing in public
relations. This section helps the agency to maintain good relations with various
sections of the Society including media. This section may also assist the client in its
publicity and public relations efforts.
V. Management & Finance:
(a) Office Management: The Vice President of this department is responsible for the
office management and looks after personnel (HR) matters relating to selection,
training, promotion, transfer etc. This department provides administrative services
such as maintaining records
(b) Accounting: The accounting section looks after receipts and payments. It is
responsible for collecting fees from the clients and making payment of media bills
through the media section.
(c) Finance: the finance section deals with internal budget, cash flow, develop
investment plans. It also makes analysis of profit and loss statements.
(d) Attracting New Business: Although growth often comes from increased billings
of existing clients, yet it is always advisable to look in for new clients. The ad agency
can directly approach new clients by making a formal presentation or can get new
business through indirect contacts
TYPES OF ADVERTISING AGENCIES
Ad agencies can be classified by the range of services they offer, the types of
business they handle, the geographic location of the agency, the size of the agency,
and so on. The following are the major type of advertising agencies that are currently
serving the advertising industry:
1. Full-Service Agency: A full-service ad-agency provides a range of advertising
and marketing services. A full-service agency provides services that are directly
related to advertising such as copywriting, artwork, production of ads, media
planning, etc.
A full service agency may also provide marketing consultancy services in respect of
pricing, distribution, packaging, product design etc.
2. Modular Agency: A modular agency is a full-service agency that sells its services
on a piece meal basis. Thus, an advertiser may commission an agency’s creative
department to develop an ad campaign while obtaining other agency services
elsewhere.
3. Creative Boutique: It is a shop agency that provides only creative functions and
not full-service. The specialised creative functions include copywriting, art work and
production of ads. They charge a fee or percentage of the media expenditure.
Creative boutiques find it very difficult to survive in the presence of full-service
agencies.
4. Global and Local Agencies: Agencies can also be classified as global and local
agencies. The global agencies have branches or offices worldwide. For instance,
WPP Group, and O&M have offices in over 100 countries across the globe. The
global companies mostly cater to the ads of multinational firms.
5. Mega Agency: A significant development of the 1980’s is the development of
mega agency. Agencies worldwide merge with each other to serve their clients in a
much better way. It was in 1986, Saatchi & Saatchi, a small London based agency
which started the movement and became the No. 1 ad agency in the world in 1990.
6. Media Buying Agency: A number of ad agencies have set up subsidiary media
buying agencies. The media buying agencies perform the following:
� Buys space / time slots from media owners and sells the same to the advertisers.

� Schedules slots at different television channels and radio stations.

� Checks whether the ad has been printed / telecasted at opted time and place or
not.
7. Specialist Agency: There are some agencies which undertake advertising work
only in certain areas. There are agencies that specialize only in financial services.
Agencies that advertise financial services products operate in a tightly regulated
market, so their ads must comply with the current legislation. SoBhagya Advertising
Agency in India concentrates or specializes in financial advertising.
8. Interactive Agency: Interactive agencies offer a mix of web design, internet
advertising and marketing, and such other services. Today, the most successful
interactive agencies are defined as companies that provide specialized advertising
and marketing services for the digital space.
The recent boost in the interactive agencies can be attributed to the rising popularity
of web-based social networking and community sites such as Facebook, Twitter,
LinkedIn and YouTube. Some interactive agencies are offering personal and
corporate community site development as one of their service offerings.
9. B2B Advertising Agency: The business-to-business ad agency specializes in
advertising products to a business, as opposed to consumer audience. B2B
agencies are familiar with B2B marketing and design ad campaigns especially for
internet or business journals. They help their clients to secure the customers and
assist them in developing customer relationships.
10. In House Agency: Companies which prefer to have closer control over
advertising have their own in-house agency. This agency is owned completely by the
advertiser. It performs almost all functions that an outside advertising agency would
perform and that’s why some people refer to it as full-service advertising department
of the advertiser.
The main difference between an in-house agency and an in-house agency and an
advertising department is that the in-house agency can undertake to serve several
other clients, if the parent company so desires, but an advertising department solely
undertakes the work of its firm and not of outside clients. Secondly an advertising
department may not be equipped with the personnel and facilities which an in-house
agency would possess.
Advantages:
(a) In-house agency not only provides control over advertising schedule and costs,
but also offers convenience for its owner, because it is just available in the same
building as that of the head office of the advertiser.
(b) Such in-house agency also benefits the owner as it can bring revenue through
agency commissions that are offered by the media and by way of fees that are
collected outside parties for undertaking their advertising work. Such revenue
increases the funds and profits of the Company.
(c) Another major advantage is that the advertiser’s own personnel have control over
and knowledge of marketing activities such as product development and distribution
strategies.
Disadvantages:
(a) The in-house ad agency often lacs the breadth and depth of expertise available in
an external agency.
(b) The personnel of the in-house agency may be lethargic as compared to the
enthusiasm generated by the personnel of an external agency to keep the client
happy by producing quality and effective advertising work.
(c) The in-house agency people may lack objectivity, which may affect the quality of
advertising programmes.

AGENCY SELECTION CRITERIA

Selecting the right type of advertising agency is a very difficult choice. The advertiser
should make a list of all possible agencies that can serve his purpose and the
agency best qualified to provide the required and effective services is selected.
Following are the factors that should be considered while selecting an advertising
agency:
1. Services Offered: The very important consideration in the choice of the
advertising agency is the requirements of the advertiser as to the services in respect
of advertising and non-advertising. If the agency is well equipped to meet the
requirements of the advertiser, then such agency can be selected.
2. Location: The location of the advertising agency is of prime importance preferably
the office of the agency should be located within the same city where the head office
of the client is located. Advertising problems can be done quickly and economically,
if the office of the agency is within easy reach of the advertiser.
3. Compensation: Now-a-days agencies charge for entire services. There is hardly
anything free. The advertiser has to pay for the copy writing, art work and other
services. The rates of various agencies are not standard and they differ from agency
to agency. The advertise must check on the rates before finalising the choice of the
agency.
4. Personnel of the Ad Agency: One of the main factors to select an ad agency is
the quality of personnel of the agency, especially, the creative personnel. The
creative personnel of the agency include copy writers, art directors and others. The
success of the advertiser’s campaign largely depends on the quality of the creative
department
5. Size of the Agency: The size of the advertising agency must be considered. The
larger the size, the more it is preferred, however, at times, small is beautiful because
a small agency may give more attention to its client’s work. The client must consider
the quality of personnel of the small agency, as the quality of services depends on
the quality of personnel.
6. Records and Reputation: The past record and reputation of the advertising
agency in the field of advertising must be studied. The agency-client relationship, the
client turnover, the success of other clients’ campaigns, the implementation of the
schedule, the follow up and such other factors must be looked into.
7. Competitive Accounts: The advertiser should also find out the other accounts
that are handled by the agency. In no case, the advertiser must select that agency
which handles competitor’s advertising, because there may be suspicion of getting
poor facilities and second-hand treatment. Therefore, it should be wise to discard the
choice of the agency that handles competitor’s account.
8. Media Connections: Some agencies do have better contacts with various media
owners, such as the newspaper and magazine publishers, Door darshan, Radio, etc.
For instance, as per the survey conducted by MARG, many companies perceive that
Mudra Communications has better connections with Door darshan than other
agencies. Agencies that have good media connections would be able to influence
upon the media owners and can book prime time and space for their clients.
9. Foreign Tie-ups: Firms may also consider the foreign tie-ups of the ad agency.
For instance, a MNC may prefer an agency which has tie-up with reputed foreign
agency. Nowadays, there is a growing trend to appoint the same agency to handle
global advertising account.
10. Other Factors: There are several other factors such as its experience, its
history, its specialisation, etc., must be taken into account before selecting an
advertising agency.
===============================================================
4.2Agency and client- Maintaining Agency -Client relationship, reasons and ways of
avoiding client turn over, creative pitch, Agency Compensation

Agency and client

Maintaining Agency -Client relationship,
When a new client signs up with the agency, he should be treated with utmost
respect. His advertising programme must be planned and executed effectively. At
the same time, the client should maintain good relations with the ad agency; to
motivate the agency to put in the best efforts in creating a good and campaign.
The agency-client relationship is always a give-and-take relationship. To build a
good bond between the agency and the client certain points must be kept in mind by
both the parties:
1. Mutual Trust and Respect: The agency and the client must have concern for
each other: The agency must not disclose nay sensitive information of the client to a
third party, including the competitors of the client. The client must not divulge the
terms and conditions of the contract to others
2. Meetings: Regular meetings between the client and agency representatives must
be held to chalk out plans and to resolve certain problematic issues. The ad agency
must take the initiative to hold regular meetings. Meetings may be held to discuss
the modification in the ad campaign, change in media-mix, revision in advertising
budget, etc.
3. Renewal of Contract: Both the parties may agree to renew the contract. Each
party must not put unreasonable demands on each other. The agency must not
demand unreasonable fees from the client, especially, when the previous campaign
met with success. At the same time, the client must agree to reasonable terms of the
agency. The client must also not change the agency for the sake of change.
4. Rapport: There should be a good rapport between the representatives of the
agency and that of the client. The representatives must get with each other
effectively. Many experts consider that personal chemistry between the client’s and
the agency’s staff is the most crucial factor in the success of an ad campaign. The
‘wine and dine culture’ works well in cementing agency-client relationship.
5. Sorting out Differences: The agency and the client must clear any
misunderstanding or differences at the earliest. For instance, there may be
misunderstanding relating to agency compensation. The agency must sort the
differences with the client. Compensation agreement needs to be signed with clear
terms and conditions.
6. Sharing of Success: The credit of the success of the ad campaign goes to the
agency as well as to the client. The agency gets the credit for designing innovative
and effective ad campaign. When the campaign becomes a success, the client must
reward the agency with additional incentives.
7. Proactiveness: The ad agency and the client must be proactive to make the ad
campaign successful. Proactiveness on the part of both the parties may lead to
innovative and effective campaign. The client must also be proactive to provide up-
dated information to the ad agency whenever possible so that the agency comes up
with effective advertising campaign.
8. Payment on Time: The client make payment on time of the fees due to the ad
agency. To maintain good relationship, it is always advisable to make payment on
time rather than waiting for the other party to send a reminder.
9. Avoiding Pressure Tactics: The client must avoid pressure tactics on the ad
agency to complete the advertising work. The client must give adequate time to the
ad agency to plan, prepare and place the ads in media. If the client adopts pressure
tactics, the ad agency may not be able to do justice to client’s advertising, which may
spoil the relationship between the two parties.
10. Services on Time: A proper schedule for implementing the ad campaign must
be agreed upon by the ad agency and the client. The agency must make every
possible effort to plan and execute the ad campaign on time. Undue delays must be
totally avoided.
REASONS OF CLIENT TURNOVER
Client turnover is a situation that arises when an existing client leaves the agency
and joins another agency. At the same time new client may contract with the agency.
Generally, client turnover refers to leaving of clients. The reasons of such turnover
are as follows:
1. Inadequate Services: When the advertising requirement increases and if the
present agency cannot satisfy the client with additional required services, the client
will contract with some other agency who can provide the advertiser with adequate
services and facilities.
2. Dissatisfaction: The client may be dissatisfied with the service and treatment
received from the agency. In such circumstances, the client terminates the contract
with the agency and joins some other agency.
3. Changes in Personnel: Changes in the creative personnel of the agency may
cause concern to the client and he may follow the creative people to another agency.
Also changes in the agency personnel that serve client may also result in client
turnover.
4. Change in Location: A change in the location of the agency’s office may lead to
client turnover. Again, when there is a change in the location of client’s sales or head
office may also lead to client turnover.
5. Poor Advertising Campaign: When the advertising campaign fails to achieve
desired objectives or response from the audience, the advertiser may feel that his
campaign is not properly handled by the agency and he may switch over to another
agency for his further advertising campaigns.
6. Higher Rates: If the advertiser feels that the present agency bills high rates, the
client may have some reason to contract with another agency.
7. Reputation of a New Agency: When a new agency with highly creative people
enters the advertising scene, the client may be tempted to contract with the new
agency.
8. Differences in Opinion: When there is a difference of opinion between the
agency and the client, then it may block their relationship.
9. Change for the Sake of Change: At times, some clients change the agency for
the sake of change. Divorce is frequent with such clients
10. Competing Account: Client may change an ad agency when it represents a
client’s competitor without the client’s consent. For instance, when Saatchi & Saatchi
bought Ted Bates Agency in 1986; Baes lost Colgate-Palmolive account because of
the conflict with Saatchi & Saatchi’s client Procter & Gamble.
11. Withdrawal of Product from Market: The advertiser may withdraw the product
from the market and as such there are may be no need of advertising agency for that
line of product.
WAYS OF AVOIDING CLIENT TURNOVER
An ad agency must make every effort to avoid client turnover. This is because; client
turnover results in loss of business, and also affects the corporate image of the ad
agency. The following are the ways of avoiding client turnover:
1. Respect to the Client: The ad agency must develop trust of the client and show
utmost respect to the client. The agency must not disclose any sensitive information
of the client to a third party, including competitors of the client. The agency must not
take up advertising work of the client’s competitors.
2. Right Compensation: The agency must ask for right compensation from the
client. The agency should not put unreasonable demand for increase in
compensation. Whenever, there is a success of the ad campaign, the agency may
be tempted to ask for a hike in compensation. This may indicate that the agency is
greedy, and there are chances for the client to leave the agency.
3. Credit to the Client: The agency must give due credit to the client. Whenever,
there is a success of the ad campaign, the credit goes not only to the agency but
also to the client. The client gets the credit for providing timely information to the
agency regarding the objectives of advertising, the product, the target audience, and
other related information.
4. Sorting out Differences: The agency and the client must clear any
misunderstanding or differences at the earliest. For instance, there may be
misunderstanding relating to agency compensation. The agency must sort the
differences with the client. Compensation agreement needs to be signed with clear
terms and conditions.

5. Meeting: Regular meetings between the client and agency representatives must
be held to chalk out plans and to resolve certain problematic issues. The ad agency
must take the initiative to hold regular meetings. Meetings may be held to discuss
the modification in the ad campaign, change in media-mix, revision in advertising
budget, etc.

6. Rapport: There should be a good rapport between the representatives of the

agency and that of the client. The representatives must get with each other
effectively. Many experts consider that personal chemistry between the client’s and
the agency’s staff is the most crucial factor in the success of an ad campaign. The
‘wine and dine culture’ works well in cementing agency-client relationship
7. Proactiveness: The ad agency and the client must be proactive to make the ad
campaign successful. Proactiveness on the part of both the parties may lead to
innovative and effective campaign. The client must also be proactive to provide up-
dated information to the ad agency whenever possible so that the agency comes up
with effective advertising campaign
8. Services on times: A proper schedule for implementing the ad campaign must be
agreed upon by the ad agency and the client. The agency must make every possible
effort to plan and execute the ad campaign on time. Undue delays must be totally
avoided.

CREATIVE PITCH
Creative pitch refers to presentation by ad agency to a client to secure ad account.
The creative pitch emphasizes on creative advertising strategy to be followed by
clients (advertisers) to achieve advertising objectives.
Nowadays, ad agencies undertake presentations with a creative pitch to get clients.
When the ad agency makes a creative pitch, it makes the advertiser to judge the
creative capabilities of the ad agency.
The steps in preparing and presenting creative pitch involve:
1. Identify Prospective Clients: The ad agency may locate the clients who are in
need of advertising services. Sometimes, the clients directly approach advertising
agencies for their advertising requirements. In case of large public-sector
undertakings, they may insert advertisements inviting ad agencies to make a
creative presentation.
2. Meeting with the Prospective Client: The ad agency may hold a preliminary
meeting with the client to discuss the client’s requirements in terms of creative
advertising services or any other services required in relation to integrated marketing
communication (publicity, public relations, sales promotions, etc.) At times, the client
may not be in a position to communicate clearly about his requirements.
3. Preparation of the Brief: The ad agency must prepare a brief. The brief can be
obtained from the client at the preliminary discussion. Even if the client hasn’t
provided the brief, it is always advisable to prepare a brief of the ad project. A brief
makes clear the client’s objectives. The advertising agency must list out the
objectives of advertising in order to make advertising effective. Depending upon the
product, competition, customer, an advertising agency may list out the advertising
objectives.
4. Selection of Pitch Team: The ad agency needs to select the pitch team to make
a presentation to the client representatives. Generally, two or more team members
must be present during a pitch. The pitch team may include creative director, media
director, account director.
5. Prepare an Outline of the Pitch: The advertising agency makes an outline of the
pitch like a story board for a film – series of frames. The creative person must write
the story to achieve objectives of advertising. The pitch may include the headline, the
slogan, and other elements of the ad.
6. Rehearsals: The rehearsals should be done before the final pitch. The rehearsal
team must focus on the keywords of the ad campaign such as the headline and the
tagline. After a few rehearsals, the pitch team will be able to create sentence
patterns and strings of words that best articulate the proposed ad campaign.
7. Presentation of the Pitch: The advertising agency makes the presentation with
special emphasis on the central idea of the campaign. The ad agency must make
sure that the ad campaign is creative, clear and convincing. The ad agency must
make the presentation as simple as it can be.
8. Follow-up: The advertising agency may follow-up the creative pitch to find out
whether it has bagged the client’s account or not. The ad agency must take the
initiative to contact the client to know the outcome of the presentation.
9. Additional Presentation: Now-a-days clients invite advertising agencies to make
creative pitches and the most effective or convincing pitch is selected. The client
may short list two or three ad agencies that have made the presentation. The client
may hold discussion with the short-listed ad agencies and may ask them to make an
additional presentation.
10. Signing the Ad-Contract: If the advertiser (client) is satisfied with the
presentation, the contract, of ad campaign will be assigned t the most effective ad
agency. Once the ad agency secures the account, both the parties (advertiser and
the ad agency) need to ink the ad contract. The contract must state clearly the terms
and conditions.

AGENCY COMPENSATION
Agencies can be compensated in the following ways:
1. Agency Commission: Traditionally advertising agencies have been paid a
percentage of the gross billing charged by media. The commission has been 15% of
gross billing. If the agency pays media bills on time say within 10 days after running
the ad, they are offered cash discount. The agency commission can be illustrated as
follows: The gross billing is Rs. 1,00,000; Agency commission 15%

2. Agency Charges: There are other out-of-pocket costs to the agency beside the
cost of space or time. An agency may have to buy finished artwork, comprehensive
layouts, television and radio storyboards, etc. The agency may also pay for printing
plates, filming TV / Radio Commercial etc.
3. Agency Fees: Agency income is also derived from the fees it charges. In a fee
system, the advertiser and its agency negotiate a flat sum to be paid to the agency
for all work done. The agency estimates the cost (including out of pocket expenses)
of serving the client plus a desired profit or service. This total is submitted to the
client who either accepts it or negotiates for a lesser amount. Negotiations continue
until an agreement is reached.
4. Cost-Plus System: Cost-plus system is mostly used when media billings are
relatively low and a great deal of agency service is required by the client. For
instance, the client may develop a new product for the market. In such a situation,
the client may require additional services of the agency, which were not agreed upon
earlier. This may include preparing brochures, catalogues and other non-
commissionable marketing activities.
5. Bonus / Incentives: The client may also give bonus or additional incentives to the
agency, which were not agreed upon earlier at the time of contract. This is especially
when the ad campaign has met with good success at the market place. Since, the
client earns a good profit due to the effectiveness of the ad campaign, the client may
reward the agency with additional incentives
===============================================================,
4.3 Careers in advertising: Skills required for a career in advertising, various career
options, Free lancing career Options-Graphics, Animations, Modelling, Dubbing

Skills required for a career in advertising

The field of advertising offers lucrative employment options. Advertising firms employ
people with different educational background in various departments at various
levels.
Possessing a professional Degree or Diploma in a particular field of study can give a
head start in this industry. Further, flair for language and excellent communication
skills are other factors essential for breaking into the realm of the advertising
business.
1. Conceptual Creative Skills: Advertising people, especially, the copy writers, and
art work people. Conceptual skills enable people to visualise, analyse, and
understand the various aspects of problems or situations.
The copywriter’s ad art directors must have good visualisation skills. Visualisation
refers to creative imagination of ideas, which are transformed into effective
advertising message.
2. Communication Skills: Advertising people, especially, the creative people
(copywriters and art directors) need good amount of communication skills. They
should know:
� What to communicate

� When to communicate
� Whom to communicate

� How to communicate
Effective communication skills are required to make presentation for a creative pitch
to secure ad account, to do creative ads so that the ads create “top of mind”
awareness, and so on.
Communication skills also include listening skills. Active listening skills are a must for
anyone entering in the advertising field. Good listening skills are required to pay
attention to the views expressed by the client, to obtain feedback regarding as
effectiveness from the target audience etc.
3. Human (People) Skills: It refers to interpersonal skills. Human skills are required
to lead, to communicate, to motivate, to develop team spirit, and most of all to work
with people in a team.
Many experts consider that personal chemistry between the client’s and the agency’s
personnel is the most crucial factor in the success of the ad campaign.
4. Stress Resilience Skills: There are deadlines and work pressures. The
advertising people have to work for long hours even during the weekends. Clients
want the advertising to be completed ‘day before yesterday’. There is no tomorrow in
advertising. This means there are deadly deadliness which generate a lot of stress o
advertising people.
Resilience is the process of adapting well in the face of adversity, trauma, tragedy,
threats or significant sources of stress. Building resilience at work may be the most
important thing one should do for long-term career success and personal happiness.
5. Time Management Skills: Every professional requires effective time
management skills. Time management skills enable the advertising people in timely
completion of ad campaign, and other related activities. Advertising people must give
priority to certain activities depending upon the urgency and importance of the issues
or matter:
� What is important and urgent must be given the first priority.
� What is important but not urgent must be planned and executed at a later date.

� What is not important but urgent cab ne delegated to others.

� What is not important and not urgent can be dropped completely.
6. Problem Solving Skills: Advertising is a complex puzzle, which has no right or
wrong, answers, but there are many possible solutions to ad problems. Therefore, ad
people must have right problem-solving skills to solve the puzzle and to create and
implement effective advertising.
7. Persuasion and Negotiating Skills: Advertising people must have a good deal of
persuasion and negotiating skills. Persuading refers to convincing effectively to
accept what you say or what you offer. The more persuasive you are, the more
successful you will be in the field of advertising and marketing.
8. Leadership Skills: The advertising managers in an ad agency must be good
leaders as well. They should lead by example, and motivate the subordinates. They
must have good leadership qualities such as discipline (application and dedication),
honesty, punctuality, effective personality and so on. The leaders need to follow the
right leadership style depending upon the situation.
9. Administrative Skills: The top managers in an ad agency must have good
administrative skills:
� They must have the skills to frame right plans and policies.
� They should be able to organise resources and direct the subordinates to
implement the various activities.
� They should be able to coordinate activities of various departments.
� They must have the skills to monitor the performance of the employees, and to
take corrective measures, if required.
10. Decision Making Skills: Advertising executives need to make decisions
regarding selection of media, selection of models or brand ambassadors, the timing
of the ads, the amount of ad budget, etc. For the purpose of decision-making, ad
executives need to:
� Collect the right information.
� Analyse the information

� Make systematic decisions

11. Other Skills: There are several other skills, which are required by ad executives:
� Presentation skills.

� Critical thinking skills.

� Team building skills.

� Conflict resolving skills, etc.

CAREER OPTIONS IN ADVERTISING
Throughout the world, advertising continues to be one of the most sought-after
careers. Graduates or post-graduates (including MBA) with good knowledge of mass
media, graphics, software, statistics, advertising and salesmanship, can hope to start
a career in advertising and related areas. Some of the career options in advertising
related areas are:
I. ADVERTISING AGENCY
All over the world, advertising continues to be one of the most sought-after careers.
Graduates and even undergraduates with diploma in computers, secretarial course,
art-work etc., can hope to start career in advertising. Advertising Agencies: The
agencies are the most visible face of advertising, and the natural first choice of
someone planning a career. In an ad agency, one can try out in the following areas:
1. Copywriters: Candidates with good communication skills stand a fair chance to
be copywriters. One needs a good background of literature and business
communication. Intelligence, visualising power and creative thinking are good
qualities required by copywriters.
2. Artists: Agencies also employ a good number of artists on regular basis and on
contract basis. Candidates with a diploma and / or natural talent in art work can
qualify for the job of artists.
3. Visualizers: Today, visualising has become a specialised function. Those who
can generate creative ideas can qualify for the job of visualising.
4. Production Work: The production department looks after the mechanical
production of the ads. This includes typo-graphing, photoengraving, printing, etc.
Normally actual production is undertaken on job or contract basis. However, there is
lot of administrative work in the production department, to monitor final production of
the ad.
5. Account Executives: A very important job is handled by account executives.
They act as liaison between the client and the agency. Their job is to keep good
client relations.
6. Media Planners: They look after the planning and selection of media, booking
time and space in the media and preparation of ad budget. Commerce graduates
with computer background and / or knowledge of statistics do stand a fair chance of
getting the job of media planners.
7. Research: The agency also needs marketing research staff. Candidates with
good knowledge of statistics and psychology are generally preferred.
8. Management & Finance: There are number of other jobs, such as office
management, accounting and finance. Commerce graduates, with management
background are preferred.
II. ADVERTISING MEDIA
The media employs large numbers of people to work in their advertising
departments. Selling time and space and monitoring the running of advertisements
could be the major jobs.
Audience or readership research could be another major function. One can do
liaison work with sponsors, advertisers, or ad agencies. Some media companies
provide marketing service to advertisers.
At present, media industry is not restricted to one field. Instead, it includes
broadcasting – television, radio, online media, and print media – newspapers,
magazines, books, journals, etc. All the fields have witnessed incredible growth.
III. SUPPLYING / SUPPORTING FIRMS
(A)PRODUCTION HOUSES: Production houses undertake the production of ads,
films, serials, documentaries, etc. Some of the production houses include SRK
Productions, Balaji Tele Films, Yash Raj Film Studio, Galaxy, Sai Production, Prime
Focus, Lemon Tree and several others.
The production houses offers careers in the area of editing, sound recording,
dubbing, administrative jobs such as production managers.
(B) MARKET RESEARCH: Market research involves collection, and analysis of data
about market and customers to take marketing decisions, including advertising
decisions. Market research has various elements including customer analysis,
competitor analysis, risk analysis, product research, advertising research, etc.
Candidates who have the ability of interacting with people can develop career in the
field of research. Candidates can join any organisation (that conducts market
research) as research director, market research manager, market research
executives, market analyst, and so on.
(C) PRINTING: The Indian printing industry experienced a major technology upgrade
in the late 1990s with the electronics and InfoTech revolutions completely changing
the image and profile of the industry.
Job opportunities are plenty for qualified diploma holders as the printing industry is
growing all over India with Mumbai along having about 500 to 600 printing houses
and more than 100 processing units. Among the major employers are advertising
agencies, the media, and print companies. The largest employer is the government
which has printing presses across the country.
(D) GRAPHICS AND ANIMATION: Graphic designing is a process of
communication through visuals. A graphic designer uses words, images, videos,
pictures and graphics to convey any idea or message to the audience. A
professional graphic designer creates a layout and design for any print media
organization – newspaper, magazine, journal and any other publications.
The task of designing logos for businesses and products, packaging, brochures,
leaflets, banners and other promotional displays are considered to be part of a
graphic designer’s job. A graphic designer is expected to have proficiency in
drawing, layout designing, typography, lettering and diagramming.
Animation industry in India is growing at a fast pace. Animation is emerging as a vital
component of computerized games, video technology, bigbudget and feature films.
The animation industry has got a boost due to the convergence of the Internet and
media technologies. Visualization and audio techniques are increasingly being used
to interact and produce sophisticated computerized games, ad films, and motion
pictures.
Animation film making involves putting together a sequence of drawings, each
slightly different from the preceding one in such a way that even filmed and run
through a projector, the figures in the drawings, seem to move. The stream of
communication design is used to make cartoon films, for delivering social messages,
and for the production of ad films.
(E) MODELING: Models in advertising promote products or services, so as to create
interest on the part of target audience. The goods promoted by models include
household items, food items, health tonics, personal care items, etc. The information
provided by models facilitates consumer buying decision.
Models may be asked to do a combination of things, where they may pose for
photographs, and catalogues, participate in commercials. Some models especially
super models attain celebrity status, at which point their popular image is often used
to sell a vast array of products and services. Models can be shown in any media.
(F) VOICE OVER – DUBBING: A voice-over artist is a person, who lends his / her
voice to complement visuals being telecast on the screen. Voice-over can be
considered as off-camera commentary. It is a technique wherein voice is modulated
in order to be broadcast along with the visuals of the tele film, documentary,
advertisement, television serial or news. Radio also makes use of voice-over artists
to convey important messages.
The person needs to take care of proper synchronization of lip movement, pitch of
the voice, tone as well as silence, in accordance with the gestures and body
language of the character. He / she would be capable of conveying all the emotions
through his voice and create perfect sync with the visuals. In short, a voice-over
artist should be a good voice modulator.
Career Prospects: There are ample opportunities for a good voice-over artist. He /
she can provider his / her voice in video and radio programs, documentaries,
presentations, jingles for advertisements, sports, phone software, multimedia and
news. Media channels and production houses are always in search of good voice-
over artists. One can utilise the talent by working as a narrator or a dubbing artist. A
person with good voice modulation can even try radio jockey as career option. Radio
constantly looks for good announcers. Documentaries are always open for talented
voice-over artists

FREELANCING AS A CAREER OPTION IN ADVERTISING

Freelancing is a good option for persons wanting to earn a flexible income and to
work from home. The popularity of freelancing stems from the fact that it allows you
to work at your own time and pace and place.
In advertising, freelancing can be done for copywriting, artwork (including
graphics and animation), filming the ad, ad research, and so on.
Freelancing is a good choice for those of you who do not want to be bound by one
boss and a monotonous job. It gives you the opportunity to work for and explore
more organisations and cultures. It can give your career a versatility boost while
keeping you constantly busy.
Following are some tips that will open doors to a host of freelancing opportunities:
1. Discover your area of interest and proficiency: Before making a start at
freelancing, identify your area of interest as well as expertise. Many of you are
capable of penning down your thoughts well. You can consider being freelance copy
writing as an option. Freelance photography or filming is also an excellent option.
Some may be good at research work.
2. Approach the right people: After having identified the area you want to get into,
it is important to let people know about it. It is only through adequate networking that
you get freelancing opportunities. It takes a lot of patience to do so but once you
made the right contacts, you get good opportunities.
To be a freelancer, it is very important to promote yourself outside. This can be done
by contacting the ad agencies where your friends or relatives work.
3. Use social media: social media is also a great tool for networking. Social
networking sites like Twitter, LinkedIn, YouTube and Facebook are very popular and
can be used to find opportunities. Set up your account, make contacts and interact
with them. You may be able to attract films looking for freelancers.
4. Emailing: You can get in touch with multiple companies direct through e mails.
You can compose a message to them, write about what you are looking for and send
it. You may also compose some headlines or taglines for certain products and mail it
to them. This is a quick and easy way of contacting professionals.
5. Search Online: Using search engines on the internet is one of the most common
ways to find companies hiring freelancers. The internet will give you a list of places
you can consider working for. Now-a-days, organisations create websites which offer
such opportunities.
6. Price Your Service: Since your services are valuable, you must take to price it
appropriately. Learning to make money is a core freelance skill. One of the basics
while pricing is to know your experience and level f expertise. As a beginner, you
would be expected to charge slightly lower rates but as you go higher up in terms of
experience and work, you can gradually increase the rates. Always think long term
while pricing your services.
India’s leading advertisers in 2013 by Media Spend
1. Unilever India – Lux, Surf, Dove, Axe
2. Procter & Gamble – Ariel, Gillette, Oral-B
3. Samsung
4. GlaxoSmithKline – Boost, Crocin, ENO, Iodex
5. Cadbury – Diary Milk
6. Aditya Birla Group – Idea, Grasim, Ultratech Cement
7. ITC – Mangal deep, Savlon, Fiama, Sun feast
8. Tata Motors
9. Reckitt Benckiser – Dettol, Harpic, Mortein
10. PepsiCo – Pepsi, Mirinda, Lipton Tea, Starbucks

Graphics
Meaning: Graphic Design is the skill of creating visual communication. Visual
communication takes many forms and includes logos, posters, brochures, books,
websites, animations, motion graphics and even film and video.
Typical Career Options
Creative, perceptive and energetic individuals may find career in advertising
agencies, design studios, printing industry, publishing, packaging, display and
exhibition-related design. Lately, opportunities exist in digital media and web design,
whilst enterprising graduates practice freelance or open their own studios.
The following is a list of typical Graphic Design related career directions:
1. Graphic Design: One can work as a Graphic Designer in a design studio
developing logos, stationery, posters, brochures, catalogues and more. Good
technical skills, creativity, and knowledge of Graphic Design processes are
requirements for working in this field.
2. Advertising: Work of an Art Director involves generating creative ideas and to
oversee execution of these for television, radio, billboards and magazines. The
emphasis lies on creative ability to come up with ideas. Further, skill is required to
direct teams of people including photographers and film directors.
3. Publishing: One can work as an Art Director in the magazine industry where one
will be involved in layout, photography and production of publications. The candidate
must possess a good mix of technical skills, design knowledge and have a good eye
for photography and styling of photo shoots.
4. Web Design: One can also work as a Web Designer in a design/web design
agency/studio. Strong technical understanding and creative solutions to technical
restrictions are required in this field.
5. Packaging: Work of a Packaging Designer involves creating effective packaging
which may promote the brand and help ensure product positioning in the market
place. They must have a strong understanding of package-oriented production and
printing processes.
6. Multimedia: Work as a Multimedia artist/ designer designing title sequences for
TV shows and graphics for adverts. A Multimedia Artist uses computers to create the
art, graphic design, animated images, or special effects seen in a variety of media
productions, including movies, television, and computer games. A Multimedia
Designer often works as part of a team to create rich web sites, CD-Roms, DVDs or
exhibition materials.
7. Print: Work as a Prepress Specialist determining preparedness of documents
before going to printing. It includes checking colours, gathering fonts, colour finishes,
as well as other print industry foundations.
8. Illustration: Work as an Illustrator involves conceptualising, painting and drawing
new images used for a variety of materials and publications. Artistic talent and
knowledge of design programs such as Illustrator and Photoshop are prerequisites.
9. Typography: Work as a Type Designer involves creating unique fonts so that
words will have a strong visual impact in addition to their implied meanings
Animation:
A career in animation requires strong artistic skills and a solid familiarity with the
latest in computer animation technologies. It also requires the ability to turn creative
thoughts into compelling images, using them to effectively communicate an idea.
There are a number of different career paths for animators:
� Many animators are employed creating animated graphics for a variety of projects.
This can include websites, online advertisements and video games.
� Animators can find full-time employment with movie or television production
companies, with advertisers, web design firms, video game companies or with
animation firms.
� Freelance work is another option for animators, particularly those specializing in
web animation.
Most entry-level positions will require an animator to have a bachelor's degree in a
related field such as fine arts or media. There are a number of Computer Animation
Schools that offer course work specifically in computer animation and associated
technologies.
Modelling
It is one of the most fascinating career options and extremely popular among
youngsters. Good earnings and instant popularity are the main advantages that a
career in modelling can offer. As modelling is also considered as a gateway for entry
to the film industry the competition in the modelling career is also very high.
Qualification & Qualities:
No specific qualification, course or age limit is required to enter into modelling field.
However, physical attributes are more important. The first and foremost step is to
prepare a portfolio. This consists of a series of photographs taken by a professional
photographer. The portfolio can then be shown to an advertising agency or to a
model coordinating agency.
Types:
Modelling in India is mainly categorized into print modelling, television modelling, still
modelling, showroom modelling, ramp/live modelling, advertising modelling etc. The
job opportunities are available in product advertising, live fashion shows, music
videos, in garment fairs and acting in television programs or films.
Besides models having wide experience in this industry can open school/institution
for imparting training to aspiring models. Experienced models also can set up model
coordinating agency for providing opportunities to aspiring models.
Institutes
There are several modelling agencies in India that can give a good break to start the
career in modelling. Some of the popular modelling agencies in India are Face 1,
Mumbai; Ozone Models Management, Mumbai; Mayors’ Management Services,
Mumbai; Catwalk, New Delhi; Platinum Models, New Delhi; Glitz, New Delhi.
Dubbing:
Dubbing is the post-production process of recording and replacing voices on a
motion picture or television soundtrack subsequent to the original shooting. The term
most commonly refers to the substitution of the voices of the actors shown on the
screen by those of different performers, who may be speaking a different language.
Not only can dubbing be used to perfect audio sounds, but it is also used as one of
the two major forms of "language transfer" In this case, dubbing becomes the
replacement of the dialogue and narration of the foreign language, into the language
of the viewing audience

By
Bhoomika L. Rathod.
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