INTRODUCTION ADVERTISING

This is “any paid form of non-personal presentation of ideas, goods and services by
an identified sponsor”.

FEATURES OF ADVERTISING
1. Communication : Advertising is means of mass communication reaching the
masses. It is a non-personal communication because it is addressed to masses.
2. Information : Advertising informs the buyers about the benefits they would get
when they purchase a particular product. However, the information given should
be complete and true.
3. Persuasion : The advertiser expects to create a favourable attitude which will
lead to favourable actions. Any advertising process attempts at converting the
prospects into customers. It is thus an indirect salesmanship and essentially a
persuasion technique.
4. Profit Maximisation : True advertising does not attempt at maximising profits by
increasing the cost but by promoting the sales. This way It won‟t lead to increase
the price of the product. Thus, it has a higher sales approach rather than the higher-
cost approach.
5. Non-Personal Presentation : Salesmanship is personal selling whereas
advertising is non-personal in character. Advertising is not meant for anyone
individual but for all. There is absence of personal appeal in advertising.
6. Identified Sponsor : A sponsor may be an individual or a firm who pays for the
advertisement. The name of reputed company may increase sale or products. The
product gets good market because of its identity with the reputed corporate body.
7. Consumer Choice : Advertising facilitates consumer choice. It enables
consumers to purchase goods as per their budget requirement and choice. Right
choice makes consumer happy and satisfied.
8. Art, Science and Profession : Advertising is an art because it represents a field of
creativity. Advertising is a science because it has a body of organised knowledge.
Advertising is profession is now treated as a profession with its professional bodies
and code of conduct for members.
9. Element of Marking Mix : Advertising is an important element of promotion
mix. Advertising has proved to be of great utility to sell goods and services. Large
manufactures spend crores of rupees on advertising.
10. Element of Creativity : A good advertising campaign involves lot of creativity
and imagination. When the message of the advertiser matches the expectations of
consumers, such creativity makes way for successful campaign

OBJECTIVES OF ADVERTISING
The fundamental purpose of advertising is to sell something - a product, a service
or an idea. In addition to this general objective, advertising is also used by the
modern business enterprises for certain specific objectives which are listed below :
1. To introduce a new product by creating interest for it among the prospective
customers.
2. To support personal selling programme. Advertising maybe used to open
customers' doors for salesman.
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the sales as seen in the fierce
competition between Coke and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products
and services.
7. To improve dealer relations. Advertising supports the dealers in selling he
product. Dealers are attracted towards a product which is advertised effectively.
8. To warn the public against imitation of an enterprise's products.

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

ACTIVE PARTICIPANT IN ADVERTISING

Following are the group of people who are actively involved in advertising.
1. Advertiser : Seller who manufacture and market consumer products are the
prominent group of advertisers.. Also the retailers are the second prominent
segment among advertisers. They stock the products . and sell them to the ultimate
consumers. Government and social organization are also the active participant in
this category.
2. Target audience : It refers to the recipient of the advertising message. Every
message is either directed to a mass audience and class audience. Advertising
desire to cover this target audience for promoting sales. Advertising message
intends to cover the potential user and non user who may purchase the product in
future. The messages are also directed to the user of the competitor's product so
that they switch over the advertiser's products.
3. Advertising Agencies : An advertiser has two options viz. (i) to design, develop
and produce and advertising message and get it placed in desired media directly
through his own sales or advertising department, or (ii) to entrust the entire job of
advertising to a team of highly professionalised, specialised, independent,
advertising agency. An advertising agency is composed of creative people, who
conceive design, develop and produce, advertising message with creative ideas and
place it in the desired advertising media, for and on behalf of its client (the
advertiser). The advertising agencies usually charge a commission of 15% on the
media bills from the media owners. In addition, they charge out-of pocket expenses
to their clients, i.e. the advertisers. They employ copywriters, artists,
photographers. Typographers, layout designers, editors and such other creative
people.
4. Advertising Production People (Artists) : The production of impressive and
persuasive advertisements is possible only with the active help and creative spirit
of the artists like copywriters, artists, photographers, typographers, layout
designers, editors and such other creative people. Such people are usually
employed by the ad agencies or, their services may be hired by the ad agencies on
job basis.
5. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers) :
Advertising messages are given about products services and ideas to readers,
listeners, viewers and actual and potential buyers, who are known as the audience.
The target audience may be classified into the following three categories, viz.,
(i) existing or, current consumers, who are reminded and influenced to continue
their patronage and to increase the volume of their buying,
(ii) consumers, who buy and use, a competitor‟s brand; hence they are persuaded
to buy the advertised brand, instead of the competitor‟s brand; and
(iii) those consumers, who do not use any such product; and even then, are
persuaded to buy the advertised product.
6. Mass Media : Advertising messages are communicated to the target audience
through different mass media, such as,
(i) Print Media : They consist of newspapers, magazines, journals, handbills, etc.
(ii) Electronic Media : They consist of radio, television motion pictures, video,
multi-media and the internet.
(iii) Outdoor Media : They consist off posters, hoarding, handbills, stickers air
balloons, neon sing bill boards, local cinema houses, and transit media.
(iv) Direct Mail : It consist of brouchers, leaflets, pamphlets, letters and return
cards addressed to consumers.
The advertising agencies guide their clients (advertisers) in selection of the most
appropriate advertising media, which is known as „media planning‟. Each medium
has sits own merits and demerits.
7. Government Authorities : The business of advertising is regulated by the
government department. The government adopts law and regulation which have a
direct or an indirect bearing on the advertising. Apart from this ASCI (Advertising
standards council of India) and ABC (Audit Bureau of circulation) are also some of
authorities regulating advertising.
8. Advertising Production Firms: Advertising production firms are the support
agencies which help in the production of advertisement. This includes copywriter,
artist, photographers, typographers, producer, editors. These are the people who
transform ideas into a finished forms Thus the success and failure of the
advertisement depend on these people.
ROLE OF ADVERTISING IN SOCIETY
Advertising is the integral part of every day's life. It is a pervasive method of
marketing in society. Though the methods by which marketers advertise have
changed over the decades, the role and purpose of advertising has changed over the
period of time. Without advertising modern society cannot survive
Advertising is useful to society in following ways.
1. Encourage Purchasing Encouraging people to purchase goods and services is the
main role of advertising. Some industries rely on advertising more than others: A
cereal company, for instance, must advertise more aggressively, due to the wide
arrange of competing products, than a power company that faces little to no
competition. Advertisers often influence members of society to purchase products
based on instilling a feeling of scarcity or lack. .
2. Reflect cultural trends Advertising bridges the gap among people by
communicating varied culture through advertising message. It bring variation in
the social life
3. Promotes Economic growth Advertising contributes to bring about all round
development of the economy by increasing demand and by encouraging economic
activities it fuels the desire to shop and, in turn, shopping stimulates the economy.
4. Improves standard of living : Advertising is an economic activity. It provides
opportunities to people to improve their income. It motivates people to consume
more material and thereby improves their standard of living.

5. Provides employment: Effective advertising generates demand for goods and

services. high demand calls for more production which requires more of physical
and human resources thus creating employment opportunities

FIVE M’s OF ADVERTISING

An advertiser takes decisions on the following aspects:
Mission: This refers to the purpose/objective behind advertising. The objectives
behind advertising are varied in character. They include sales promotion,
information and guidance to consumers, developing brand loyalty, market
goodwill, facing market competition effectively, making the products
popular/successful and introduction of a new product. Decision in regard to
mission is a basic one as other decisions are to be adjusted as per the mission,
objective, or purpose of advertising decided. For consumer products like chocolate,
tooth paste, soap, the mission/objective include facing market competition, sales
promotion and making the product popular in the market.
2. Money: This refers to the finance provided for advertising purpose (advertising
budget). It means the budget allocation made by the company for advertising.
Money provided is a limiting factor as effectiveness of advertising, media used,
coverage of advertising, etc. are related to the funds provided for advertising
purpose. Advertising is costly and companies have to spend cores of rupees for this
purpose. Advertising should be always within the limits of funds provided.
Naturally, decisions on advertising package should be adjusted as per the budget
allocation for advertising.
It may be noted that consumer products like toothpaste or chocolate are highly
competitive with many substitutes easily available in the market. Naturally,
extensive advertising on TV, newspapers, radio, etc. is required. These media are
costly. Naturally, the manufacturing/ marketing company will have to provide
huge money for advertising purpose.
3. Message: Message is provided through the text of advertisement. The message is
given through written words, pictures, slogans and so on. The message is for the
information, guidance and motivation of prospective buyers. Attractive and
meaningful messages give positive results and the advertising becomes
resultoriented. The services of creative writers, artists, etc. are used for giving
attractive message to the consumers. Here, the advertiser has to decide the message
to be given, the media to be used for communicating the message, the extent of
creativity, the specific customer group selected for giving the message and so on.
The message is also related to the decisions taken as regards mission and money
provided for advertising. For advertising consumer product like chocolate, the
message is important. The buyers are mainly children and others of lower age
groups or for the benefit (pleasure and satisfaction) of younger generation. The
advertising message should be simple and easily understandable with the help of
picture or slogan. It should be also attractive and agreeable to younger generation.
The pictures or slogans used should be short and impressive.
4. Media: Media of advertising are already noted previously. The advertiser has to
take decision about the media to be used for advertising purpose. Media differ as
regards cost, coverage, effectiveness and so on. The selection of media depends on
the budget provided, products to be advertised, and features of prospective buyers
and so on. Wrong decision on media may make advertising ineffective and
monespent will be wasted. This suggests that media should be selected properly
and decision in this regard is important and critical. For advertising popular and
extensively used consumer items like chocolate, the media should be selected
properly. TV advertising particularly a cartoon channel, advertising in children
books or newspaper supplements for children, advertising on radio programmes for
children, etc.
5. Measure: Measure relates to the effectiveness of advertising. An advertiser will
like to make evaluation of advertisement in order to judge its effectiveness. If an
advertisement is not effective and purposeful, it will be modified or withdrawn.
This is necessary for avoiding expenditure on the advertisement, which is not
effective or is not likely to give positive results. An advertiser has to measure the
effectiveness of his advertisement programme / campaign and take suitable
decisions. This decision-making as regards effectiveness of advertising is equally
important and essential. Such testing facilitates introduction of suitable remedial
measures, if required.

VISUALISATION
Visualization is the process of seeing through one‟s mind,s eye about the
construction of it. It is forming initially a mental picture of the idea that would
appear in the Advertisement. Visualisation is a process of creating ideas about
overall construction and contents of the advertisement i.e. the layout, the contents,
the size of headlines, the colours etc. Visulation takes place before the copy is
thought of and before preparing illustrations. Visulation helps in converting
abstract ideas into concrete forms or shape of layout of an advertisement.
Visulation thus, deals with language - language of vision which is also a very
powerful means of communication of one‟s thoughts, emotions, feelings, ideas etc.
However, it differs from layout because it is an abstract form whereas layout is a
concrete physical arrangement of things in the advertisement. Visualisation
precedes layout and layout is the result of visualisation.

The process of visualisation is a team work of copy writers, artists, producers etc.
who work together to develop ad copies not only for press media but even for
Radio, TV. and other media. Because of the importance of visualisation in
introducing creativity in ad copies, the process of visualisation has become a
specialised profession of some people who offer expertised services in
visualisation.

The visualiser may follow the following steps to conceptualise an idea for
advertisement :
1. Study the product / service to be advertised i.e. its features, merits, uses, etc.
2. Study advertising objectives - the objective may be to influence the consumer or
it may be to influence the dealers to stock the product or the objective may be to
counter competitive advertising.
3. Collect relevant information - about the product, competitors products, prospects
and other relevant information.
4. Conceptualise ideas by adopting various techniques such as brain storming,
juxtaposition and association, divergent thinking, etc., talking into account the
relevant information.
5. Analyse the ideas from various angles-as to how the prospect would view it and
interpret it, how far it will be effective, what impact it will make and so on.
6. Select two or three version or ideas which requires further probing. The
visualiser than passes on the ideas to the copywriter and the artist.

COPY
A „Copy‟ means a written matter in any advertisement. It may consist only one
word or many words. A copy consist of headlines, subheads, captions etc. The
copy supports the illustration and contains description of the products merits,
demerits, uses, services etc.
Characteristics of Copy :
(a) Brevity : A copy should be brief because readers have no time to go through the
lengthy text and they must be able to, read within a short time. So a copy should
use simple language and small and easy words. The message should be concise and
precise.
(b) Clarity : A copy should be self-explanatory. The message to be delivered must
be clear at first reading.
(c) Aptness : The message should be pointed towards the prospects. It must have a
tone agreeable to the respects. The viewers‟ attention should be led to the product
and the message should be coached in such a way that it would create interest inn
the readers to read the message.
(d) Interesting : A copy should be interesting-provoking. It must stimulate the
readers‟ curiosity to read the message. The reader should himself decide to read „0
the message in detail.
(e) Sincerity : Sincerity can be achieved by using acts and quoting figures. Vague
generalisations or stray opinions must be avoided. Sincerity can be achieved if the
copy contains one or two illustrations so that the message will have an
instantaneous appeal.
(f) Personal : The message should be directly addressed to the readers so that every
reader forms the opinion that it is directed to him only. This kind of direct personal
attitude catches and retains the reader‟s or listener‟s attention.
(g) Convincing : A copy provides information with a view to create in the mind of
a reader first a desire and then a conviction to possess the product. This means that
the copy should be persuasive enough to lead the readers towards buying the
product.
Elements of Copy :
A copy normally includes the following elements or parts :
1. Main Headline : Headlines is the starting or the top line of an advertisement,
usually printed in bold and of larger type size. The prime function of the headline
is to gain immediate attention.
2. Sub-Headlines : At times, some ads have more than one headline. Of these, one
is usually the main headline, and the others are sub-headlines. There may be
overlines - that precede the main headline and there can underlines - that follow the
main headline. The subheadlines are used to support or to complete the meaning of
the main headline.
3. Body Copy : It refers to the text of the advertising message. Favourable
information about the product and its features is provided in the copy text. It is
through effective copy writing the audience can be converted into prospects and
the prospects into customers.
4. Captions: Captions do form part of copy text. Captions are small sentences that
seem to come out the mouth of the people shown in the ads. Comic strip type of
copy make use of captions..
5. Slogans : Most ads do make use of slogan. It is a small catchy phrase used to
sum up the advertising message. Ideally the slogan should be short, preferably 3 to
6 words. Many a times the slogan says it all. For instance, „The best tobacco
money can buy‟ Rothmans.
7. Logo : Logos or signature cuts are special designs of the advertiser or its
products which are used to facilitate identification. There is no rule as to where a
logo should be placed. However, in most of the cases, the logo is placed at bottom
right.
COPY DECISION
Advertisement Layout
Layout is the logical arrangement of components of an advertisement in the copy.
It refers to the overall structure, the position assigned to the various elements of the
copy and illustrations. It is deciding on the placement of headlines, copy,
illustrations, marketer‟s name, logo and the amount of free space in an
advertisement copy. Thus, the physical arrangement of all the elements of
advertisement is called layout.
Functions of an Advertising Layout
(I) Assembling Different Part. The main functions of layout are:- (i) Assembling
Different Parts – The main function of layout is to assemble and arrange the
different parts or elements of an advertisement illustration, headline sub headlines,
slogans, body text and the identification mark etc.
(ii) Opportunity of Modification - The layout offers an opportunity to the creative
teams, agency management and the advertiser to suggest modification before its
final approval and actual construction and production begins.
(iii) Specification for Costs – The layout provides specification for estimating costs
and it is a guide for engravers typographers and other craft workers to follow in
producing the advertisement.
A good copy of advertisement should possess the following characteristics or
qualities or values-
1. Attention value,
2. Suggestive value,
3. Memorizing value,
4. Conviction value,
5. Sentimental appeal value,
6. Education value,
7. Instinctive value,
1. Attention Value- An advertisement copy must attract the attention of the
potential consumers. If it fails in this mission, the whole money and efforts will go
waste though it possesses all other values because everything else follows this. So,
it must have display value. The copy should be planned, drafted and displayed so
ingeniously that it may compel even the most casual or involuntary reader to notice
it and read it with interest. It should be designed in such a fashion that the
attention of a busiest person may be drawn immediately. Various devices can be
used to make the copy attractive such as:-
(a) Use of Pictures. Picture has the immense display and attention value. (b) Use
of Display Type or Heading. Use of appropriate to headings enhances the value of
an advertisement copy to a great extent. To invite attention, the heading should be
brief and meaningful, made up of three or four words and should be printed in
emphatic bold display types.
(c) Boarder etc. – Attractive boarder can be used to compel the attention of the
readers. The boarder must have a distinctive look so as to separate it from the rest
of the setting. (d) Price Quotation – Prices should not be quoted on the
advertisement copy except when they are very low as in clearance sale or special
offers. But if an appeal is being made to high class customers who care more for
quality than for price, a price quotation should be avoided and emphasis should be
laid on quality.
(e) Reply Coupons – Reply coupons inserted in an advertisement in an unusual
setting are yet another way of attracting attention of the readers to the copy.
(2) Suggestive Value - The next task would be to offer a suggestion about the use
and the utility of the product that may remain inscribed on the mind of the reader
even when he forget where he really saw the advertisement. Slogans, Pictures,
phrases and suggesting may be used for this purpose. They should be drafted and
used as to drive home to the reader the utility of the product in everyday situation.
(3) Memorising Value – The copy of the advertisement should be so drafted and
laid out that the product will stick to the mind of the individual reader. Repetition
of advertisement with slogan is an effective method of creating a memorising
value. Pictures and photographs confirming to the suggestion will have
tremendous memorizing value.
(4) Conviction Value – An advertisement copy can prove effective and achieve the
desired end when the suggestion contained in it is backed by convincing
arguments. The advertiser must be careful to include the statement in the
advertisement copy which does not conform to the product. (5) Sentimental
Value – Sentiments play a very important role in advertising, particularly in the
case of food articles. Sentiments reflect the personal feelings and attitudes of an
individual towards various things. They indicate reactions of a person in favour or
against a particular product. The advertiser or manufacturer should make a sincere
attempt to make an appeal to the sentiments of as may prospects as possible.
(6) Educational Value – A good copy of advertisement must possess educative
value because the object of modern advertising is not merely to satisfy the existing
demand but to create future demand. So a good copy of advertisement should
educate the general public about the uses of the new product or the new uses of the
same product. It will certainly increase the demand of the product and demand
creation is one of the most important objectives of the advertisement.
(7) Instinctive Appeal Value – Human thoughts and actions are guided by instincts
and inclination. All that one thinks or does has its roots in one instinct or the other.
Instincts are the underlying forces which compel the men to act in certain ways.
The most important function of an advertisement copy is to induce, persuade and
motivate the prospects to think‟ well of a product and to take to its use.

HEADLINE
A headline is a word or phrase printed in large letters above the advertising
message. Headline gives in brief a fair, idea of the contents of the copy.
A good headline attracts attention and arouses interest. So that the reader would be
induced to read the advertisement
2 Role of Headline:
A headline plays a significant role in advertise by performing the following
important functions :
a. to attract attention of readers to the ad;
b. to attract attention of the target consumers easily and quickly and to persuade
them to read the whole of the ad;
c. to create curiosity and interest in the ad;
d. to make the illustration and the copy more meaningful;
e. to introduce a unique selling proposition;
f. to sort out useful ads from useless ads; g. to serve as the essence of the whole ad
copy
Essentials of a Good Headline :
1. Original : A good headline should be unique and should not be an immitation of
any other headline. Originality of headline creates a separate interest in the minds
of readers.
2. Concise : A good headline must be brief i.e. it should not have more than 8 to 10
words and should form a maximum of two lines.
3. Specific : The headline should be relevant and appropriate to the copy and
illustration. It should convey the advertising message specifically and not vaguely.
4. Provocative : A good headline should be forceful enough to induce the readers
to go through the copy and the entire advertisement.
Classification of Headlines
1. Benefits Headline : Such headlines indicates the benefits of the product or the
service advertised.
2. News Style Headline : It emphasises on the quality, performances, services,
advantages of the product list this types, words like „Now‟. „Atleast‟ etc. are
added to the headline.
3. Advice Headline : It advices the customers to purchase a product or avail of a
service which will be beneficial to them. e.g. “How to bake better cakes”.
4. Challenging Type of Headline : This type of headline challenges the customer
about the quality service, price, performance etc. Such headlines emphasis on the
superiority of the advertisers product..
5. Selective Headline : A selective headline is directly appealed to a selected group
of customers. It may be specially directed towards children, students, housewives
to be used by those selected customers.
6. Situation Headline : It puts the customer in a situation and enquires whether the
prefers to be in such a situation. Such headlines supports the illustration.
7. Label Headline : A label headline announces not only about the lable of the
product but also the selling points. Such headlines are „introducing type‟ or
„warning type‟.

SLOGAN
A slogan is phrase or sentence used repeatedly by a company or an organisation or
an advertiser to aid in the formulation of his message. A slogan is repeatedly used
to create certain kind of effect on the minds of people. Slogan is an important part
of advertising copy. Like headlines and illustrations, slogans are communication
devices which are u A slogan suggests the thing and he advertises. It suggests the
use of product again and again or several times so that readers know it by heart.
Generally, slogans are used for headlines in advertisements. They are similar in
structure to the summarizing headlines and try to summarise some advertising idea
just as a headline doessed to present an idea rapidly and concisely
Characteristics of a Good Slogan :
A good slogan should :
1. Contain a definite sales idea :
2. Be compact in their construction :
3. Be hardly more than 7 words long

Classification of Advertising

The nature and purpose of the advertising differ from one industry to another or
across situations. Marketers advertise to the consumers market with national, local
and direct-response advertising which may involve stimulating primary or selective
demand. They use industrial, professional and trade advertising for business and
professional markets. To betterunderstand the nature and purpose of advertising it
can be classified by the following criteria:
1. National Advertising: Advertising done by a company on a nationwide basis or
in most regions of the country and targeted to the ultimate consumer market is
known as national advertising. The companies that sponsor these ads are generally
referred to as national advertisers. Most of the advertisements for well-known
brands that we see on TV or in other major media are examples of national
advertising. It informs or reminds consumers of the brand and its features, benefits,
advantages and uses or reinforces its images.
2. Retail/Local Advertising: Another prevalent type of advertising directed at the
consumer market is classified as retail/local advertising. This type of advertising is
done by major retailers or smaller local merchants to encourage consumers to shop
at a specific store or use a local service such as local financial companies, bank,
hospitals, fitness club, restaurants, show rooms etc. While the national advertisers
sell their products at many locations, retail or local advertisers must give the
consumer a reason to patronize their establishment. Retail advertising tends to
emphasize specific customer benefits such as store house, credit policies, services,
atmosphere, merchandise assortment and other distinguish attributes.
3. Direct-Response Advertising: Direct-response advertising is a method of direct
marketing whereby a product is promoted through an advertisement that lets the
customer purchase directly from the manufacturer. Direct response advertising has
become very popular In recent years owing primarily to changing life-styles. The
convenience of shopping through the mail or by telephone has led to the
tremendous increase in direct-response advertising.
4. Primary and Selective Demand Advertising: Another way of viewing advertising
to the ultimate customers is in terms of whether the message is designed to
stimulate either primary or selective demand. Primary Demand
Advertising is designed to stimulate demand for the general product class or entire
industry; Selective Demand Advertising focuses on creating demand for a
particular manufacturer's brands.
Primary demand advertising is often used as part of a promotional strategy to help
a new product gain acceptance among customers. Products in the introductory or
growth stages of their life cycles often have primary demand stimulation as a
promotional objective because the challenge is to sell customers on the product as
much as it is to sell a particular brand.
5. Business to Business Advertising: Some times the ultimate customer is not the
mass consumer market but rather another business, industry, or profession.
Business-to Business advertising is used by one business to advertise its products
or services to another. It is categorized in three basic categories like industrial,
professional, and trade advertising.
a) Industrial Advertising: Advertising targeted at individuals who buy or influence
the purchase of industrial goods or other services is known as industrial
advertising. Industrial goods are those products that either become a physical part
of another product, or used in manufacturing other goods.
Business service, such as insurance, financial services, and health care, are also
included in this category.
Industrial advertising is usually found in general business publications or in trade
publications targeted to the particular industry.
b) Professional Advertising: Advertising that is targeted to professional groups-
such as doctors, lawyers, dentists, or engineers-to encourage to use the advertiser's
product or specify it for other's use is known as professional advertising.
Professional groups are important because they constitute a market for products
and services they use in their businesses. Also, their recommendations influences,
many consumer purchase decisions.
c) Trade Advertising: Advertising with in a trade to attract the wholesalers and
retailers and motivate them to purchase its products for resale is termed as trade
advertising.
Company sales representatives call on resellers to explain the product, discuss the
firm's plans for building demand among ultimate consumers, and describe special
programs being offered to the trade, such as introductory discounts, promotional
allowances. Trade advertise usually appears in publications that serve the particular
industry.
These classifications of the various types of advertising demonstrate that this
promotional element is used in a variety of ways. Advertising is a very flexible
promotional tool whose role in marketing program will vary depending on the
situation facing the organization and what information needs to be communicated.

Main Types of Advertising

1. Brand advertising – it is usually visual and textual advertising. Such advertising
is intended primarily to achieve a higher level of consumer recognition of specific
brands.
2. Commerce and retail advertising - advertising of this type focuses on the
specific production organization or product sales: it can be a service company or a
shop. The main task of the commerce and retail advertising is to encourage the
inflow of potential buyers by informing them about the place and the main terms of
the provision of certain goods or services.
3. Political advertising - one of the most prominent and the most influential types
of advertising. A positive image of the politician is formed.
4. Advertising with a feedback – this type involves an exchange of information
with potential customers. Most common way is a direct mail to specific recipients
that has the greatest interest for advertisers as a possible buyers (e.g. in the form of
catalogs).
5. Corporate advertising - such advertising almost never contains advertising
information (in the conventional sense of the word), and serves for the preparation
of the public opinion (a certain segment of buyers) to support the point of view of
the advertiser.
6. Business advertising - professionally-oriented advertising, intended for
distribution among groups formed by their belonging to a particular occupation.
Such advertising is spreading mainly through specialized publications.
7. Public or social advertising - unlike business advertising, it is oriented to the
audience, united mainly by people social status - for example, single mothers,
childless couples, teenagers,

ADVERTISING MEDIA
Selection of a right type of advertising media is a difficult task. Any media that is
selected must be capable of accomplishing at least the three main objectives : 1. It
must reach the largest number of people possible. 2. It must attract their attention.
3. It must be economical.

RADIO ADVERTISING
Advantages or Merits of Radio Advertising
1. It has a wide coverage. Even illiterate people are covered under this media. It
can convey message even to small remote areas. 2. It is quite flexible as it can be
used on a national or local level according to the need.
3. It gives message of the advertiser at the door of the prospects when they are in a
respective mood. 4. It easily catches the attention of the people. 5. Today radio
advertising is a major source of income. 6. It claims the advantage of memorising
value. In this connection, psychologists say that anything learnt through the ears is
not easily forgotten. 7. Radio advertising affords variety of programmes including
entertainment on account of which the goodwill is developed. People buy the
product advertised by radio because they enjoy the free show. 8. Radio advertising
has human touch unequalled by any other media.
Radio advertising has the following disadvantages, demerits or limitations :
1. The message given by radio advertising is short-lived.
2. It is costly and is beyond the reach of small and medium sized advertisers.
3. It only appeals to the sense of hearing and thus does not portray visually a
picture of the package of the product.
4. It is not suitable for all kinds of products, such as industrial goods which are not
needed by the average radio listener. It is useful only for the goods of common use.
5. Radio advertisements are very brief and thus details cannot be elaborated.
6. Since there is a multiplicity of advertisements in a very short time, it is most
likely that the listener may forget the name of the product.
7. There is no possibility of demonstration in case of radio advertising. 8. It is a
selective media of ad
TELEVISION ADVERTISING
Television Advertising : It is said that to-day television advertising is the best
selling media ever invented. It has a potential advertising impact unmatched by any
other media. It is a means of bringing actual demonstration in the homes of the
prospects and is therefore more effective media when compared with radio

Television advertising has the following advantages :

1. The main advantage of television advertising is that it combines the advantages
of both radio and cinema. Thus it is a most powerful audio-visual media.
2. It makes the message more attractive and impressive.
3. It is most advantageous to those advertisers whose products and service require
demonstration.
4. It is a source of major income
5. It possesses geographical selectivity. An advertiser can place his advertisements
on selected few stations as per his requirements.
6. It has a wide coverage. Disadvantages or Demerits or Limitations

Television Advertising is subject to the following demerits or limitations :

1. It is very expensive advertising media and would certainly exclude the small
advertisers
2. Television message is short-lived. 3.
The range within which the telecasting reaches the audience is very limited.
4. Most people cannot afford television as it is quite costly.
5. Television advertisements are very brief due to high cost of advertising on
television.
6. Television advertising is a very deliberate media, requiring long term planning,
the gaining of approval from the authority and also lacking flexibility
PRESS ADVERTISING
Press advertising is the most popular and effective method of publicity today. It
has become the part of the culture and political life of people today. Press, also
referred to as print, is an advertising media comprising all those vehicles owned by
others and which can carry the advertising message in print to be read by target
customers
Forms or Types : Press advertising takes the following two major forms :
1. Newspapers : NP Newspapers are bought largely for their news values.
Newspapers may be national/local daily/weekly. These are a good vehicle to pass
on information about new products, current products and price-off deals. They can
be used for local, national and regional market coverage. In India, there are a
number of newspapers both in English and also in regional languages

Advantages or Merits of Newspaper Advertising Media :

The advantages of merits of newspaper advertising media may be summed up as
under :
1. Their coverage is high as they reach every nook and corner in a very short time.
2. They offer a lot of flexibility. According to the convenience and necessity of the
advertiser, the shape, size and appeal may be frequently changed to suit the need of
the advertiser.
3. High frequency enables speedy preparation and publication of advertisement.
4. It is the cheapest media of advertising as far as its cost per reader is concerned.
5. The daily newspaper have strong repetitive value as it offers an opportunity to
the advertiser to repeat is message at a short interval of only one day. 6. The public
response towards newspaper advertising is very quick.
7. By inserting local advertisements (in local newspapers), the effectiveness of
advertising copy could be tested quite easily. 8. By inserting frequent
advertisements in the newspapers, their visual appeals may be created very easily.
9. The reputation of the newspapers is available to the advertisers and their
products also. Leading newspapers provide space to reputed and reliable concerns
only.
10. Newspaper advertising provides geographic selectivity.
Disadvantages or Demerits or Limitations of Newspaper Advertising Media :
The following are the disadvantages or demerits or limitations of newspaper
advertising media :
1. The life of a newspaper is very short, i.e., only for the day. It is said, “Nothing is
alive as today‟s newspaper” and “Nothing is dead as yesterday‟s newspaper.”
2. There is waste of circulation. The advertisement is carried even to those places
where there is no market existing nor the possibility of creating a new market in
the near future.
3. If the customers are limited in numbers, advertising in newspapers may be
ineffective and costly too.
4. Visual effects may not be created in practice as the newspapers are generally
printed on cheap newsprint.
5. There is lack of uniformity in advertising requirements. Lack of uniformity of
publishers‟ requirements with respect to rates, size, type of copy and so on.
6. Newspaper advertising is less popular in undeveloped countries where the
masses are illiterate ignorant and poor.
2. Magazines and Journals: Another media under press advertising media is
magazines and journals. They offer selective circulation throughout the country at
a cost within reasonable budget limits. These are published periodically at regular
intervals, i.e., weekly, fortnightly, monthly, quarterly or annually. Magazines and
Journals are read at leisure and with care when the reader is mentally prepared to
receive the advertisements. It has a long effective life. From the advertiser‟s point
of view, magazines may be classified under five groups : (i) Special Interest
Magazines; (ii) Trade Magazines; (iii) Technical Magazines; (iv) Professional
Magazines; and (v) Regional Magazines.
Advantages or Merits of Magazines and Journals :
The following are the advantages of magazines and journals as an advertising
media :

1. The life of magazine is considerably longer than that of newspapers. These are
kept ready for weeks and months.
2. Better reproduction of advertisement than newspapers is provided.
3. Magazines are highly selective in nature and waste of circulation is avoided.
4. Magazine advertising create prestige, reputation and an image of quality.
5. The number of readers per copy in case of magazine advertising is quite high.
There is multiplicity of readership.
6. Magazines are ideals for introduction new ideas.
7. Magazine readership is usually a leisurely home readership for enjoyment
relaxation, and „with guards down‟.
8. The printing, paper, colour combination is more attractive in case of magazine
advertising than newspaper advertising.
9. Magazines reach specialised groups conveniently and effectively.
10. The cost of utilising magazines for advertising is quite low.
Disadvantages or Demerits or Limitations of Magazine and Journal Advertising :
As compared to newspaper advertising, the magazine and journal advertising have
the following disadvantages, demerits or limitations :
1. The chief demerit of magazine advertising is its low flexibility.
2. Preparation costs for magazine copy are usually rather high and sometimes
exceed the cost of the space used in trade magazines.
3. The circulation is limited as compared to newspaper advertising.
4. It takes more time in printing etc. than newspaper advertising.
5. The size of magazines differs widely and hence the advertiser has to prepare the
copy of advertisement according to the size of the magazine and journal.
6. Change in appeal cannot be effective quickly.
INTERNET ADVERTISING
Type of Internet Advertising : Ads on the Internet can take a variety by forms.
Most advertising on Internet can be classified as websites, banners, buttons,
sponsorships, interstitials, Meta ads, classified ads, and email ads.
Websites : Some companies consider their whole website as an ad. However, a
website is more than an ad - it‟s an alternative location where customers,
prospects, shareholders, investors, and others can come to find out more about the
company, its products and services. Some companies use their website like an
extended brochure to promote their goods and services. Others treat their website
as an online catalog store, conducting business right on the Net. Still other website
act in information and entertainment provides. Website typically consist of a home
page and an indefinite number of subsequent pages that users can visit for further
information.

Banners : The ad banner is the basic form of web advertising. A banner is a little
billboard that spreads across the top or bottom of the Web page. At present one
comes across larger banner ads that can dominate the screen or even provide
television commercials. When users click their mouse pointer on the banner, it
sends them to the advertiser‟s site or a buffer page.
Buttons : These are similar to banners. They are small version of the banner those
often look like an icon usually provides a link to an advertiser‟s home page. Since
they take less space than banner, they are less expensive.
Sponsorships : A form of advertising on the Internet that is getting popular is the
sponsorship of Web pages. Corporations sponsor entire sections of a publisher‟s
Web page or sponsor single events for a limited period of time, usually calculated
in months. In exchange for sponsorship support, companies are given extensive
recognition on the site. Sometimes an addedvalue package is created by integrating
the sponsor‟s brand with the publisher‟s content. For instance, a Web page on
Olympics or some other spots can be spons Meta Ads : Used in search engines
(such as Yahoo, Google, etc.), a met ad is an advertisement displayed on the results
page of a search, specific to the searched item. Meta ads are also referred to as
keyword advertising. This method enables an advertiser to target a specific
audience. Advertisers can pay search engines to display their banners only when
relevant keywords are searched for by a user. For example, if a user searched for
the term “handicrafts and handlooms”, the Meta ads displayed might be for
handicrafts and handlooms items.
Classified Ads : Another growing area for Internet advertisers in the classified ad
websites. Some of these websites offer free classified advertising opportunities
because ad banners of other advertisers support them. They are similar to
newspaper classified ads. You can search for homes, cars, jobs, toys, shoes etc.
E-Mail Advertising : Advertisers can send e-mail advertising to customers who
have asked for it. It is similar to direct mail advertising, and therefore, it is the most
effective form of internet advertising. However, there is too much of span via the
e-mail. Span refers to unsolicited, mass e-mail advertising for product or service
that is sent by an unknown entity to e-mail addresses.
Advantage of Internet Advertising:
1. Interactive Medium : It allows consumers to directly interact with an advertiser,
thereby establishing future relationships.
2. Enormous Audience : With an audience of about 500 million people world wide
(some estimates put the figure at 1 billion people), the internet is the only true
global medium, providing information and commercial opportunities that are
immediately accessible around the world.
3. Immediate Response : Products and information are available on demand made
by the consumer, thereby, providing instant feed back for the advertiser.
4. Selective Targeting : Advertisers can reach the right target audience, especially
through the Meta ads.
5. Proximity to Purchase : It may be the greatest advantage of Internet advertising.
Purchasers can be targeted right wither they are, right at the moment when they are
considering of making a purchase.
6. Affluent Market ; Most of the Internet users belong to middle upper class or
upper class audience. Therefore, Internet medium enables to reach the affluent
market of the society.
7. Provides In-depth Information : Internet provides in-depth information about a
company and/or products. Commercial websites provide detailed information
about products or services to the Internet users seeking information.
8. Reaches Business-to-Business Users : The Internet medium can reach to B2B
users when they are still at work, not only business related information, but also
consumer products advertising while they are working.
Disadvantages of Internet Advertising:
1. Lack Mass-Media Efficiency : Internet is not a mass medium as the case of radio
and television. Therefore, it may never offer mass media efficiency. Most
marketers in developing countries like India, may find it as too complex, too
cluttered or not worth the time and efforts.
2. Slow Downloads : The downloading of websites is very slow in many parts of
the world, including India. The ads that pop up in between only irritate the Internet
users.

OUTDOOR OR MURAL ADVERTISING

Meaning of Outdoor or Mural Advertising:
Outdoor or mural advertising is the oldest form of advertising and remains the
most common media even today. It is also called „wall advertising‟. Outdoor
advertising consists of a display of advertisements out of door which may be in the
form of posters, painted signs, field signs, neon light signs, hoardings and posters
carried by sandwitchmen. This is also referred to as mural advertising as posters
consisting of a picture, are often placed on walls particularly a large one, printed
directly on a wall or large photograph attached directly to a wall. Small playcards
or posters placed outside or inside carriages such as trams, delivery-vans, buses,
railway carriages etc. also come under this category. The new form of advertising
by using balloons, kites and smoke-writing in the sky is also a part of outdoor
advertising. Outdoor advertising is not always argumentative but suggestive. The
effectiveness of such advertising materially depends on its positions. Therefore,
outdoor advertisements must be placed in such a way as can be seen by a large
number of prospective customers with ample attention. The articles suited for such
advertising are those which the masses can buy, such as food products, soaps,
medicines, cigarettes, shoes, clothes and other domestic requirements
Main Characteristics of Outdoor Advertising
1. It is a widespread popular advertising media which makes the goods and
services of interest to mass appeal.
2. It has a comparatively longer life. 3. It has a high coverage.
4. Most outdoor advertisements are big and dominant so it is a very powerful eye-
catching media
5. It is a very flexible advertising media so that the advertiser can retain sites where
he needs them most.
6. It is the oldest advertising media.
7. It also consists of suitable and popular slogans which can be easily remembered
by the prospects
3. Problem of Span : There is too much of Spam via the e-mail. Therefore, e-mail
users do not consider going through even the responsible ads.
4. Problem of Online Purchases :, most consumers would like to physically inspect
the goods before purchases. Therefore, they may not place orders online. Again,
most people do not believe the internet as a sage place for financial transaction.
5. Untested Medium : There is hardly any research to test the effectiveness of
Internet advertising. Therefore, a good number of markets in India do not give
much importance to Internet advertising.
Outdoor advertising may take any of the following forms :
1. Posters : This is the most common and popular form of outdoor advertising.
These are exhibited on a hoarding or on walls, roofs, fences, chimneys etc. A really
commanding effect can be produced by posters which cost less than any other
advertising media. Design is the basis of all poster-advertising. These mostly
contain pictures. Advertising for a movie is done in this way. Even where no
pictures are used, the proper arrangement of lettering is important. The posters
should be simple, attractive and capable of telling its story at a glance. Posters also
give considerable scope for the use of suitable and attractive colours. Humour can
also be used with advantage in poster-advertising.
2. Advertising Board : These are also posters which are kept at certain fixed places
especially at points where people frequently assemble, such as bus stops, railways,
crossings etc. Generally these advertising boards are made of metallic sheet
enclosed in a wooden frame and fixed with a panel having specified height at main
junctions. These are fixed and well set with flood-lights.
3. Vehicle Advertising : It refers to moving advertisement. It consists of placing
posters or playcards inside or outside vehicles such as trams, buses, taxies,
delivery-vans, railway carriages etc. The main advantage of this system is the
small space available for such posters. These posters are fairly sighted by the eyes
and can be easily read. This method is a very common media and is considered to
be very effective.
4. Electric Displays and Signs : Signs illuminated by electricity are today to be
seen in large number in cities. This is the most modern and the most attractive
form of outdoor display. It may consist of wooden letters studded with bulbs.
Sometimes with a view to attract the attention, coloured bulbs are used and the
colours are changed at short intervals. Another device used to attract attention is to
turn on the light on each letter at a time to give the impression of the sign being
written by an invisible hand.
5. Neon Signs : There are brilliantly coloured tubes available in various shades.
These can be of the still or the flashing type. These signs are more attractive and
interesting than the signs built up by a number of electric bulbs.

6. Sky Advertising (Sky Writing) : Sky advertising is another modern form of

outdoor advertising. In this form of advertising media an aeroplane writes the name
of the product or the producer in the sky. It is also known as „smoke writing‟
because the message is written in the sky by means of smoke. Large sized printed
balloons are also dropped from the aeroplane in the sky. Usually, near the circus-
tents, a large sized balloon is floated on which the name of the circus is written.
7. Sandwitchmen : They are hired persons and properly dressed who walk in the
streets in a procession with boards, posters and notices placed about them. The idea
is to attract the attention of the public. The cinema-theatres usually arrange this
kind of advertising media when a new picture is released.
8. Stickers : It is also an important form of outdoor advertising. In this case, the
advertiser enters in a contract with the popular players that whatever they will wear
or use during the match will bear the sticker of the advertiser.
9. Puppet Shows : This is purely an outdoor advertising media which provided
entertainment while conveying a message. Now-a-days it is used widely in the
family planning campaign in India mostly in villages. One such show tells how a
rich man of the village who has large family, rejects the family planning campaign.
But his wife has twins and there are complications. He calls in the midwife who
tells him that his wife will not survive more births. He accepts the family planning
advice and so becomes the innovator in his village.
The above are the most common forms of the outdoor advertising. However, there
may be other forms of this type of advertising.
Advantages or Merits of Outdoor Advertising Media
1. It has a wide coverage.
2. It is capable of gaining more attention of the public.
3. Outdoor advertising is more useful for local dealers. Its results can be more
readily secured by using this form of advertising.
4. In big cities and high traffic areas, outdoor advertising is the most effective
form of advertising.
5. Outdoor advertising is more flexible.
6. It offers greater selectivity because it can be used locally, regionally or even
nationally.
7. It can be easily remembered.
8. It is quite economical. 9. It has comparatively long life.
10. It is a very good media to stress brand names and package identity.
Disadvantages or Demerits or Limitations of Outdoor Advertising Media
The outdoor advertising media possess the following disadvantages, demerits or
limitations and thus is subject to criticism :
1. It is subject to adverse reaction of the public on the ground that the walls of the
houses are used for writing outdoor advertisement even without the permission of
the owner of the house.
2. The message written under this type of advertising is too brief.
3. The exact effect created on prospects is difficult to measure.
4. The language used in writing on the wall advertising is usually defective and
sometimes immoral too. It has an adverse effect on the public.
DISPLAY OR INDOOR PUBLICIT
To display the goods means to show the goods to the people in order to induce
them to enter the shop to buy them. It is a device by which customers and people
are attracted to the shop.
Importance of Display :
1. It is only the part of publicity which allows the people to touch the products, to
handle them or to actually see them. It is more realistic in salesmanship.
2. Another importance of display is that display is an important dealer aid. The
display technique helps the dealers to conduct an effective publicity.
3. The third importance factor that has given importance to display is that, it
attracts the attention of the prospects and makes the people walk into the shops.
4. Lastly Display is importance to its effects not only on prospects but also on
suspects. It makes the message directly to the prospects through their eyes.
Different Forms of Displays :
(a) Window Display : If refers to showing of goods in the window of the shop.
Window of a shop means a part of the front portion of the shop which can be seen
from outside. Windows are meant for outsiders to keep in. Window display
technique is used by retailers or small businessman because they can‟t afford to
spend on other Medias. Window display is used for all types of consumer goods. It
makes people eager to know and see the products.
Following are the rules for the shopkeepers while displaying the goods in
windows:
1. Normally, the windows of rectangular shapes are selected and not the vertical
one‟s because they provides for adequate space and easy movement of vision.
2. The items should be arranged horizontally and not vertically because this allows
easy gaze movement. The background of window should be attractive and
pleasant.
3. The windows should not be over-crowded with items because it strains the eyes
of the viewers.
4. The position of the items displayed should be changed from time to time to
create variety.
5. Proper lighting and illumination of the window should be done so that they
focus on the special features of the product.
6. The display technique should not violate the basic rules of decent approach.
There should not be overcrowding of expensive good in too fashionable setting
otherwise, the respects would be frightened and the result would be negative.
(b) Interior Decoration : It refers to the various designs and equipments used by a
retailer inside his shop. Showcases, counters, lighting arrangement, ventilation etc.
It creates a pleasant atmosphere for the prospects and increases their comforts.
Effective interior decoration does not require lot of space but it makes appropriate
use of the available space to provide for easy movement and get up.
(c) Counter Display: It refers to arranging the products located within the shop.
Counter display helps the customer to know about all the items which are available
in the shop. Such a facility is not available in window display because all the items
cannot be presented in the window.
A good salesman must see that he should not show any goods which may go
against the window display. Secondly, counter display must bring out as many
varieties as are related to the particular type displayed at the window. Thirdly, the
salesman must see that goods are not placed one upon the other.
(d) Showcases : In this type, the items are presented in a cupboard with glass front
of cabinets with glass front. These are similar to window display in the sense that,
the showcases should be rectangular, items should be placed horizontally. In
showcases, items of similar nature and even size should be grouped together so
that, the customer knows the varieties of the same type available. The showcases
should contain all the items available in the shops.
(e) Showrooms : A showroom is used by many producers or dealers not only to
expose goods for sale but also demonstrate the uses and the working of the articles.
It is meant for presentation of technical products, sophisticated goods etc. which
require lot of explanation before buying the products.
Showrooms have technically qualified persons to assist the customers when they
visit the showrooms and also advice and guide them to understand the goods
better.
(f) Exhibitions : The trade exhibitions are meant for introducing new products or
latest innovations in the fields of business. They are organised by Trade
Associations of Chamber of Commerce. The main idea behind exhibitions is that
various traders, manufacturers etc. can be induced to visit and get information
about the products displayed.
In exhibition there is only presentation of the products and no sale takes place. For
this purpose, the stalls are decorated and the items are presented in an attractive
manner. Exhibitions have mass approach because many people visit them.
(g) Trade Fairs : Trade fair is similar to exhibition except that in the trade fair not
only the items are exhibited but are also sold. Besides, entertainment items are
staged to attract hundreds of people. Thus, there is business and fun in the trade
fairs

WASTES IN ADVERTISING
Waste in advertising refers to the failure of the advertisement or campaign to
achieve its desired objectives. The main objective of every ad is to attract the
attention of the audience and then to induce them to act upon the advertiser‟s
message. If the ad fails to attract the attention and induce the audience, then one
can say that there is waste in advertising.
Factors responsible for the Waste in Advertising :
A number of factors are responsible for the waste in advertising. Some of which
are explained below :
1. Introduction of Wrong Product or Service in the Market : Waste advertising
takes place, when huge amounts are spent on an advertising campaign for a wrong
product, or service introduced without adequate research and testing as regards its
quality. If the quality of the product, or, service is such that it does not satisfy the
needs. Requirements and tastes of consumers, no amount of advertising can boost
its scale, and there will be a waste in advertising.
2. Making Tall Claims in an Ad : Sometimes, tall claims are made in advertising,
that raises the expectations of consumers : far beyond the performance of the
advertised product. Disappointed and disillusioned consumers never go far second
purchase of the product.
3. Target Market : Wrong Selection of Target Market (Consumers) and Wrong
Positioning of to be Product. Manufacturers, sometimes, make a wrong selection of
target market (consumers) for the advertised product / service and its wrong
positioning that cause a waste in advertising.
4. Wrong Direction of Advertising : Wrong direction is allied to wrong selection of
target market. The target market (consumers) may not be rightly selected; however,
advertising efforts may not be made in the right direction..
5. Wrong Timing of Launching : If an advertising campaign is launched at a wrong
time on television or on radio, it causes waste in advertising. If an ad campaign for
umbrellas, for example is launched in the month of January or October, it will be a
complete waste.
6. Wrong Selection of Advertising Media : Wrong selection of advertising media,
causes a waste in advertising. If industrial products, for example, are advertised in
sports magazine, or, on television, it is a case‟ of wrong selection of advertising
media, as the advertising message will not reach to the target consumers.
7. Wrong Placing of Ads: If an ad on the posters or display boards is wrongly
placed, which can hardly be seen by the passerby, or, if an ad in the newspaper is
placed on a page, which is hardly read, it causes a waste in advertising?
8. Wrong Selection of an Ad Agency : If an advertiser makes a wrong selection of
an ad agency. It causes waste in advertising. The ad agency must be competent and
experienced in the field.
9. Poor Planning of Advertising Campaign : The advertiser will not receive the
expected responses from the target audience (consumers) if the advertising
campaign is poorly planned. Poor planning refers to (a) the lack of the required
frequency of ads. (b) lack of the required funds, to be allotted to a particular media
and (c) more advertising in one place to the total neglect of the other market areas,
where advertising is essential, such conditions and bound to cause waste in
advertising.
10. Poor Drafting of Ads : If an ad is poorly designed, drafted and illustrated, due
to lack of creativity and knowledge with an inappropriate appeal, and / or, in an
unsuitable language, on the part of participants in the ad, like copy writers, artists,
layout designers, etc. it can cause waste in advertising.
11. Poor Sponsored Programme in Quality : If the programme, sponsored on T.V.
or Radio by an advertiser, is poor in quality So that there are hardly any audience
to view it, it is bound to cause waste in advertising, as the message will not reach
the target audience.
12. Excessive Advertising : Some advertisers to excessive advertising, i.e. much
more than what is actually required. If the markets for the advertised product are
small, excessive advertising cannot cause an increase in demand beyond a
particular point. There is bounded to be waste in advertising.
13. Lack of Follow-up Actions : A good advertising campaign can go waste, if it is
not fully supported by follow-up actions by other departments of the firm, as for
example, non-availability of the advertised product in the market due to some
distribution problem. The result is inadequate response from consumers and waste
in advertising.
14. Unfavourable Marketing Environment : Finally, if the overall marketing
environment is not favourable for getting favourable response to an advertising
campaign, it is bound to cause waste in advertising. In such a situation, advertisers
are bound to lose a good amount of money on ads.

ETHICS IN ADVERTISING
Ethics is a set of moral principles, norms or values. It is a branch of social science.
It deals with good and bad with reference to a particular culture. It refers to the
moral duty and obligation and advertiser has towards the society. Moral principles
are the rules or standards of what is “right” or “wrong
Ethics, as a tool of communication, plays a significant role both in business as well
as in the profession of advertising, norms or ideals, that are accepted and upheld by
the society as essential to good life should be followed while advertising any
products or service, or, idea.
1. Ethics in advertising means that the advertisers should do only good advertising,
meaning thereby honest advertising. It means that only true facts, no exaggeration
and no lies, about the product, service, idea or institution should be stated, in clear
Tenos, in the ad.
2. Ethics in advertising also means that only good products, services and ideas
should be advertised and that too to the right consumers.
3. Ads showing testimonials should be restricted to competent persons, who must
express honest views and choices.
4. Ads in poor taste and offensive to public decency with double meaning tone
must be avoided.
5. Ads should avoid attacking unfairly competitors. In sum, advertising should be
honest, objective, informative and persuasive in contents.

ADVERTISING APPEAL
An advertising appeal is a statement designed to motivate a person to act. The
appeals which the advertiser makes usually focus the buying motives of the
consumers
The following are the essentials of a good advertising appeal :
1. It must be Communicative : An advertising appeal must successfully tell what it
wishes to convey. As far as possible, the message must be communicated in a
simple language.
2. It must have a Good Theme : A good theme means there must be something
which has to be told to the prospects. Only meaningful words become effective in
conveying the story.
3. It must be Distinctive : An advertising appeal must be distinctive. It should
present a product in a distinctive way. If it is a new product, then „new‟ alone
makes it distinctive.
4. It must be Interesting : A good advertising appeal must be interesting. An
advertisement must provide interest to the readers or the listeners or viewers and
this can be done by telling the story of an advertisement in an interesting manner.
5. It must be Believable : The theme of an effective advertising appeal must be
believable. The message which is doubted can never be effective. Only facts are
presented in an interesting manner.
6. It must be Complete : An advertising appeal should be complete and must not be
superfluous. Such information which is likely to confuse the prospects in making
buying decision should be avoided.
Types of Appeals Used in Advertising :
The following are the appeals widely used in advertising :
1. Emotional Appeals : Emotional appeals are used in advertising the consumer
product. They are used for inducing initial interests and arousing interest in the
advertised product. Goods like toys for children and baby food are sold on
emotional appeals.
2. Intellectual Appeals : These appeals are free from emotional touch and are based
on intelligence. Intellectual appeal are used for selling high priced industrial goods.
They are based on rational thinking. Emotional appeals work fast to create interest
and desire but it is intellectual appeal of the Bombay Dyeing advertisement where
a young and beautiful girl is shown wearing eye-catching prints. The picture of the
girl and prints provide emotional appeal but the headline „icy summer prints‟
provide and atmosphere of coolness and appeals to the intellect.
3. Human Instincts Appeal : Human beings are guided by such instincts as: self-
preservation, parental care, food, clothing, curiosity and so on. When a copy makes
proper appeal to the appropriate instinct, it will create a desire in the minds of the
reader to buy the article. For an appeal to the self-preservation instinct health, food,
woolen clothes and physical fitness courses are appropriate articles. Baby food can
be sold more easily by making an appeal to the parental instinct and the natural
affection of the parents for their children.
4. Physical Sense Appeal: Appeals to physical senses evolve greater response. For
example, food and beverage products are sold by inciting taste appeal. During
summer, cold drinks can be effectively advertised with pictures of cool, refreshing
summer drinks but during winter this advertisement would be a misfit if appeal is
made to the sense of taste alone, a more viable approach would be to appeal to the
instinct of self-preservation.
5. Positive Appeal: Appeals that follow positive approach are called positive
appeal. They create situations under which prospects are likely to attain happiness
and peace of mind with the possession of advertised goods.
With a view to arouse product interest, the following positive emotional appeals
are used e.g., appeals to comfort, healthy, living, family affection, pleasure,
personal appearance, sympathy, love, pride etc. These appeals are positive because
they create awareness under which prospects are likely to attain happiness and the
mental satisfaction of possession of materials.
6. Negative Appeal : Negative appeals are those which follow negative approach.
They normally include feelings like jealousy, anger, pain and fear. These are the
unpleasant feelings and no prospect would desire to associate himself with
frustration.

SELLING POINTS
Selling points refer to important features of a product that influence the decision of
people to buy it. They indicate the advantages accruing to those who decide to buy
the product.
Essentials of Selling Points :
The essentials of selling points are as must be Truthful :
1. A copywriter should try to create repeat business for his firm through his copy.
In order to achieve to achieve the same, he has to include true facts in his copy.
False claims and misleading statements will destroy repeat business.
2. It should be Specific : It means, a claim made by a copywriter should be
supported by facts or explanations. Therefore expressions such as „most
delightful‟, „most dependable‟. „most economical‟ etc., will be meaningless if
they are not properly amplified and supported by explanations.
3. It must be Believable : The facts and figures finished should be such as can be
easily believed by readers. Sometimes readers fail to accept facts and figures
though it is correct. Therefore the copywriter should cautiously proceed with while
giving details of the product.
4. It must be Understood by the Reader : The copywriter should have before him
the prospects while writing the copy. Therefore the ideas should be easily
communicated, since a reader will not waste much of his time in reading it. In
short, the language used in the copy should depend upon the type of readers.
Adverts terms
Selling points refer to important features of a product that influence the decision of
people to buy.
Visualisation is the process of seeing through one‟s mind‟s eye about the
construction of it. It is forming initially a mental picture of the idea that would
appear in the Advertisement.
Copy means a written matter in any advertisement. It may consist only one word or
many words. A copy consists of headlines, subheads, captions etc.
Headline is a word or phrase printed in large letters above the advertising message.
Headline gives in brief a fair, idea of the contents of the copy. As people go
through a newspaper or a magazine the headline is the only thing that attracts its
attention.
Slogan is a sentence used repeatedly by a company of any organisation to create an
impression in the minds of the customers.
The word „logo‟ comes from the Greek word „logos‟ meaning „simply the world‟.
The noun „logos‟ also appears in the Bible signifying „the word of God‟. Apart
from large corporations in every country even the small businessman and one-man
enterprises have adopted the corporate logo as a means for creating brand
recognition and corporate image

References :
1. Advertising Management – concepts and cases Mahendra Mohan.
2. Marketing Management – Philip Kotler
3. Branding – Geoffrey Randoll
4. Strategic Brand Management – Kapferer
5. Advertising and Sales Promotion Management – S.L.Gupta, V.V.Ratra
6. Principles and Practice of Marketing – C.B. Memoria and R.L.Joshi 7.
Advertising and Salesmanship – P.Saravanavel