ADVERTISING AND BRAND

MANAGEMENT
BBA- 6th SEM
(SPECIALISATION PAPER)
Prepared by: Md. Tabrej
Asst. Prof.
Dept. of Business Administration
St. Joseph’s College (Autonomous) Jakhama
UNIT-1: Advertising
Definition:
The word advertising comes form the Latin word
“advertere” meaning to turn the minds. Some of
the definitions given by various authors are:
• According to William J. Stanton, "Advertising
consists of all the activities involved in
presenting to an audience a non-personal,
sponsor-identified, paid-for message about a
product or organization."
UNIT-1: Advertising
• According to American Marketing Association
“Advertising is any paid form of non-
personal presentation and promotion of ideas,
goods and services by an identified sponsor".
UNIT-1: Advertising
Advertising is used for communicating
business information to the present and
prospective customers. It usually provides
information about the advertising firm, its
product qualities, place of availability of its
products, etc.
Advertisement is indispensable for both the
sellers and the buyers. However, it is more
important for the sellers.
UNIT-1: Advertising
In the modern age of large scale production,
producers cannot think of pushing sale of their
products without advertising them.

Advertisement supplements personal selling to a

great extent.

Advertising has acquired great importance in the

modern world where tough competition in the
market and fast changes in technology, we find
fashion and taste in the customers.
UNIT-1: Advertising
Some of the Important Definitions:

1. American Marketing Association has defined

advertising as “Any paid form of non-personal
presentation of ideas, goods and services by an
indentified sponsor”.
2. According to Webstar, “Advertising is to give
public notice or to announce publicity”.
3. According to Gardner, “Advertising is the
means of mass selling that has grown up parallel
with and has been made necessary to mass
production”.
UNIT-1: 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.
UNIT-1: FEATURES OF
ADVERTISING
3. Persuasion : The advertiser expects to
create a favourable attitude which will lead to
favourable actions.
4. Profit Maximisation : True advertising
does not attempt at maximising profits by
increasing the cost but by promoting the sales.
5. Non-Personal Presentation : Salesmanship
is personal selling whereas advertising is non-
personal in character.
UNIT-1: FEATURES OF
ADVERTISING
6. Identified Sponsor : A sponsor may be an
individual or a firm who pays for the
advertisement.

7. Consumer Choice : Advertising facilitates

consumer choice. It enables consumers to
purchase goods as per their budget requirement
and choice.
UNIT-1: FEATURES OF
ADVERTISING
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.
UNIT-1: FEATURES OF
ADVERTISING
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 crore of rupees on

advertising.
UNIT-1: FEATURES OF
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.
UNIT-1: 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 in the next slides :
UNIT-1: OBJECTIVES OF
ADVERTISING
1. To introduce a new product by creating
interest for it among the prospective
customers.

2. To support personal selling programme.

Advertising maybe used to open customers'
doors for salesman.

3. To reach people inaccessible to salesman.

UNIT-1: OBJECTIVES OF
ADVERTISING
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.
UNIT-1: OBJECTIVES OF
ADVERTISING
7. To improve dealer relations. Advertising
supports the dealers in selling the product.
Dealers are attracted towards a product which
is advertised effectively.

8. To warn the public against imitation of an

enterprise's products.
UNIT-1: IMPORTANCE OF
ADVERTISING
1. Promotion of Sales
2. Introduction of New Product
3. Creation of Good Public Image
4. Mass Production
5. Education of People
6. Support to Press
7. Research
UNIT-1: IMPORTANCE OF
ADVERTISING
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.

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.
UNIT-1: IMPORTANCE OF
ADVERTISING
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.
UNIT-1: IMPORTANCE OF
ADVERTISING
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.
UNIT-1: IMPORTANCE OF
ADVERTISING
5. 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
UNIT-1: IMPORTANCE OF
ADVERTISING
6. Support to Media :

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, radio, internet and so on.
UNIT-1: IMPORTANCE OF
ADVERTISING
7. 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.
UNIT-1: GROWTH OF MODERN
ADVERTISING
In the ancient and medieval world advertising as
existed was conducted by word of mouth.

The first step toward modern advertising came

with the development of printing in the 15th and
16th centuries.

In the 17th century weekly newspapers in London

began to carry advertisements, and by the 18th
century such advertising was flourishing.
UNIT-1: GROWTH OF MODERN
ADVERTISING
The great expansion of business in the 19th century was
accompanied by the growth of an advertising industry; it
was that century, primarily in the United States, that saw the
establishment of advertising agencies.

The first agencies were, in essence, brokers for space in

newspapers.

But by the early 20th century agencies became involved in

producing the advertising message itself, including copy
and artwork, and by the 1920s agencies had come into being
that could plan and execute complete advertising
campaigns, from initial research to copy preparation to
placement in various media.
UNIT-1: GROWTH OF MODERN
ADVERTISING
Advertising developed in a variety of media. Perhaps the
most basic was the newspaper, offering advertisers large
circulations, a readership located close to the advertiser’s
place of business, and the opportunity to alter their
advertisements on a frequent and regular basis.

Magazines, the other chief print medium, may be of general

interest or they may be aimed at specific audiences (such as
people interested in
outdoor sports or computers or literature) and offer the
manufacturers of products of particular interest to such
people the chance to make contact with their most likely
customers.
UNIT-1: GROWTH OF MODERN
ADVERTISING
Many national magazines publish regional editions,
permitting a more selective targeting of advertisements. In
Western industrial nations, television and radio became the
most pervasive media.
Although in some countries radio and television are state-
run and accept no advertising, in others advertisers are able
to buy short “spots” of time, usually a minute or less in
duration.
Advertising spots are broadcast between or during regular
programs, at moments sometimes specified by the
advertiser and sometimes left up to the broadcaster. For
advertisers the most important facts about a given television
or radio program are the size and composition of its
audience.
UNIT-1: GROWTH OF MODERN
ADVERTISING
The size of the audience determines the amount of money
the broadcaster can charge an advertiser, and the
composition of the audience determines the advertiser’s
choice as to when a certain message, directed at a certain
segment of the public, should be run.

The other advertising media include direct mail, which can

make a highly detailed and personalized appeal;
outdoor billboards and posters; transit advertising, which
can reach the millions of users of mass-transit systems; and
miscellaneous media, including dealer displays and
promotional items such as matchbooks or calendars.
UNIT-1: GROWTH OF MODERN
ADVERTISING
In the 21st century, with an intensely
competitive consumer market, advertisers
increasingly used digital technology to call
greater attention to products.
In 2009, for example, the world’s first video
advertisements to be embedded in a print
publication appeared in Entertainment
Weekly magazine.
UNIT-1: GROWTH OF MODERN
ADVERTISING
For an advertisement to be effective, its production and
placement must be based on a knowledge of the public and
a skilled use of the media. Advertising agencies serve to
orchestrate complex campaigns whose strategies of media
use are based on research into consumer behaviour
and demographic analysis of the market area.

A strategy will combine creativity in the production of the

advertising messages with canny scheduling and placement,
so that the messages are seen by, and will have an effect on,
the people the advertiser most wants to address.
UNIT-1: GROWTH OF MODERN
ADVERTISING
Given a fixed budget, advertisers face a basic
choice: they can have their message seen or
heard by many people fewer times, or by fewer
people many times. This and other strategic
decisions are made in light of tests of the
effectiveness of advertising campaigns.
UNIT-1: GROWTH OF MODERN
ADVERTISING
There is no dispute over the power of advertising to
inform consumers of what products are available. In a
free-market economy effective advertising is essential
to a company’s survival, for unless consumers know
about a company’s product they are unlikely to buy it.

In criticism of advertising it has been argued that the

consumer must pay for the cost of advertising in the
form of higher prices for goods; against this point it is
argued that advertising enables goods to be mass
marketed, thereby bringing prices down.
UNIT-1: GROWTH OF MODERN
ADVERTISING
It has been argued that the cost of major
advertising campaigns is such that few firms
can afford them, thus helping these firms to
dominate the market; on the other hand,
whereas smaller firms may not be able to
compete with larger ones at a national level,
advertising at the local level or online enables
them to hold their own.
UNIT-1: GROWTH OF MODERN
ADVERTISING
Finally, it has been argued that advertisers
exercise an undue influence over the regular
contents of the media they employ—the editorial
stance of a newspaper or the subject of a
television show. In response it has been pointed
out that such influence is counteracted, at least in
the case of financially strong media firms, by the
advertiser’s reliance on the media to convey a
message; any compromise of the integrity of a
media firm might result in a smaller audience for
the advertising.
UNIT-1: Advertising & The
Marketing Mix
1. Advertising and Product: A product is normally
a set of physical elements, such as quality, shape,
size, colour and other features. The product may
be of very high quality. At times, the product is so
designed that it requires careful handling and
operations. Buyers must be informed and
educated on the various aspects of the product.
This can be effectively done through advertising.
Thus, advertising plays the role of information
and education.
UNIT-1: Advertising & The
Marketing Mix
2. Advertising and Price: The price is the exchange
value of the product. A marketer may bring out a
very high quality product with additional features
as compared to competitors. In such a case, price
would be definitely high. But buyers may not be
willing to pay a high price would be definitely
high. Here comes advertising. Advertising can
convince buyers regarding the superiority of the
brand and thus its value for money. This can be
done by associating the product with prestigious
people, situations, or events.
UNIT-1: Advertising & The
Marketing Mix
Alternatively when a firm offers a low price
products the job of advertising needs to stress
the price advantage by using hard hitting copy.
It is not just enough to convince, but it is
desirable to persuade the buyer. Thus
advertising plays the role of conviction and
persuasion.
UNIT-1: Advertising & The
Marketing Mix
3. Advertising and Place: Place refers to
physical distribution and the stores where the
goods are available. Marketer should see to it
that the goods are available at the convenient
place and that too at the right time when the
buyers need it.
UNIT-1: Advertising & The
Marketing Mix
To facilitate effective distribution and
expansion of market, advertising is of great
significance. Thus advertising do help in
effective distribution and market expansion.
UNIT-1: Advertising & The
Marketing Mix
4. Advertising and Promotion: Promotion
consists of advertising, publicity, personal
selling and sales promotion technique.
Businessmen today have to face a lot of
competition. Every seller needs effective
promotion to survive and succeed in this
competitive business world.
UNIT-1: Advertising & The
Marketing Mix
Advertising can play a significant role to put
forward the claim of seller, and to counter the
claims of competitor. Through effective
advertising, sellers can face lesser competition
and also help to develop brand image and
brand loyalty.
UNIT-1: Advertising & The
Marketing Mix
5. Advertising and Pace: Pace refers to the
speed in marketing decisions and actions. It
involves among other things the launch of new
products or brand variations at greater speed
than before. As and when new brands are
launched, advertising plays an important role
of informing, educating and persuading the
customers to buy the product.
UNIT-1: Advertising & The
Marketing Mix
6. Advertising and Packaging: The main
purpose of packaging is protection of the
product during transit, and preservation of
quality and quantity. Nowadays, marketers
take lot of efforts to develop and design
attractive packages as they carry advertising
value.
UNIT-1: Advertising & The
Marketing Mix
A creatively design package attract the
attention of the customers. It also carries an
assurance of quality and creates confidence in
the minds of customers to buy the product.
UNIT-1: Advertising & The
Marketing Mix
7. Advertising and Positioning: Product
positioning aims at creating and maintaining a
distinct image of the brands in the minds of the
customers. Through advertising the marketer
can convey the positioning of the brand and
accordingly can influence the buying decision
of the target audience.
UNIT-1: Classifications of
Advertising
Different authors have classified advertising in different
ways.
Philip Kotler has classified advertising on the following
basis:-
(a) Geographical Area : National, Regional or Local and
International.
(b) Content : Product Advertising, Brand Advertising,
Institutional Advertising.
(c) Type of Appeal : Factual and Emotional.
(d) Audience : Consumer, Industrial, Trade.
UNIT-1: Classifications of
Advertising
(e) Sponsor : Manufacturer, Middlemen,
Manufacturer - middlemen, private.

(f) Intended Effort : Direct Action and Delayed

Action.

(g) Level of Demand Influence : Primary

Product Level, Selective Brand Level.
UNIT-1: Classifications of
Advertising
Management scientists have classified advertising
on different criteria's as follows:
I. Area Coverage

II. Audience

[Link] Function

IV. Stage
UNIT-1: Classifications of
Advertising
I) Classification on The Basis of Area
Coverage :
On this basis advertising may be classified into
the following four categories, viz.,
1. Local,
2. Regional,
3. National,
4. International advertising.
UNIT-1: Classifications of
Advertising
1. Local Advertising :
It is also known as “retail advertising”. It is
undertaken by
• Local retail stores,
• Departmental stores,
• Co-operative stores,
• Selling clothing's and
• Other consumer goods and consumer durables.
UNIT-1: Classifications of
Advertising
2. Regional Advertising :
 It has wider coverage, as compared to local advertising. It
covers a particular region, which may be one state, or, more than
one state, the people of which may be having a common tongue, or,
using one common product.

 It is undertaken by manufacture, or, regional distributor of a

product.

 Media, used for regional advertising, include regional

newspapers, magazines, radio, regional T.V., outdoor media, etc.

 It is considered to be an ideal form of advertising for launching

and marketing a new product in a specific region.
UNIT-1: Classifications of
Advertising
3. National Advertising:
 It is generally undertaken by manufactures of
branded goods, for which, advertising messages is
communicated to consumers all over the country.

 Almost all possible mass media, including

national newspapers, radio and television
network, are employed for national advertising.
UNIT-1: Classifications of
Advertising
4. International Advertising :

 This type of advertising is undertaken by

those companies, which operate in more than one
country, known as “multi-national” companies.

 Exporters, generally advertise their products

and services in foreign countries, where ready
markets are available.
UNIT-1: Classifications of
Advertising
II. Classification on The Basis of Audience:
On this basis, advertising may be classified
into the following four categories, viz.,
(1) Consumer advertising,
(2) Industrial advertising,
(3) Trade advertising and
(4) Professional advertising.
UNIT-1: Classifications of
Advertising
1. Consumer Advertising :
This type of advertising is directed to the
ultimate consumers of the consumer products,
i.e., the individuals, who buy, or, use the
consumer products, or services, say, for example,
 Toilet soap,
 Toothpaste,
 Toothbrush,
 Tea,
 Textiles, etc., for themselves and for their families
to consume.
UNIT-1: Classifications of
Advertising
2. Industrial Advertising :
This type of advertising is used by manufacturers and
distributors of industrial goods. Such as,
 Machinery,
 Plants,
 Equipments,
 Spare parts and components, and are directed at industrial
users or customers.
Such advertisements usually appear in:
 Trade journals,
 Business magazines and so on.
The appeal made is factual and rational.
UNIT-1: Classifications of
Advertising
3. Trade Advertising :
This kind of advertising is employed by
manufactures and/or distributors to influence
and persuade wholesalers and dealers
(retailers) to stock and sell the goods of the
advertiser:
By offering incentive schemes to them or,
By inviting dealership for their particular
products(s).
UNIT-1: Classifications of
Advertising
4. Professional Advertising :
It is directed at professional like:
 Doctors,
 Professors,
 Engineers and
 Others, who are expected to recommend, prescribe, or,
specify the advertised products to ultimate consumers.

This is done through professional journals and

representative of the advertisers.
UNIT-1: Classifications of
Advertising
III. Classification on The Basis of Media
On this basis, advertising may be-classified
into the following four categories viz.,
(1) Print media advertising;
(2) Electronic or broadcast media advertising;
(3) Outdoor media advertising and,
(4) Other Medias.
UNIT-1: Classifications of
Advertising
1. Print Media Advertising :
The print media consists of:
 Newspapers,
 Magazines,
 Journals,
 Handbills, etc.

 No newspaper or journal, today, can survive without

advertising revenue.

 Print media appeals only to the sense of sight, i.e. eyes.

UNIT-1: Classifications of
Advertising
2. Electronic or Broadcast Media Advertising
: Electronic, or, broadcast media consists of:
(i) Radio,
(ii) Television,
(iii) Motion pictures,
(iv) Video and
(v) Internet.
UNIT-1: Classifications of
Advertising
3) Outdoor Media :
This Media include
 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.
UNIT-1: Classifications of
Advertising
4) Other Media :
This includes:
 Direct mail,
 Calendars,
 Diaries,
 Cinema advertising and so on.
These miscellaneous media can play an
important supporting role to the major media
such as television, and newspapers.
UNIT-1: Classifications of
Advertising
III. Classification on The Basis of Function :
1. Direct Action and Indirect Action Advertising :
 Direct action advertising is undertaken to obtain
immediate response or action on the part of target
audience. Examples include discount sales
advertising, sale along with free gift offers, and mail-
order coupon sales, etc.

 Indirect action advertising is undertaken to influence

the audience in respect of advertiser’s brand. The
advertiser expects the target audience to prefer his
brand as compared to competitors whenever a buying
decision arises in future.
UNIT-1: Classifications of
Advertising
2. Primary and Selective Advertising :
 Primary Advertising is undertaken by trade
association or by cooperative groups. It is
undertaken to create generic idea 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 Pepsi Cola, Coca Cola.
UNIT-1: Classifications of
Advertising
3. Product and Institutional Advertising :
 Product or Service advertising is undertaken
to promote the sale of products and services-
branded or unbranded.

 Institutional advertising is undertaken to

build name and goodwill of the organisation. It is
also, know as corporate advertising or image
advertising. It is mostly undertaken by large
firms.
UNIT-1: Classifications of
Advertising
IV. Classification on The Basis of Advertising
Stages:
On this basis, advertising may be classified into
the following three different categories, viz.,

(1) Advertising at Pioneering stage,

(2) Advertising at Competitive stage and
(3) Advertising at Retentive stage.
UNIT-1: Classifications of
Advertising
1. Advertising at Pioneering Stage :

Advertising at “Pioneering Stage” is

undertaken to make the audience fully aware
of the new brand of product and to inform,
influence, and persuade them to buy or use it
by highlighting its unique features.
UNIT-1: Classifications of
Advertising
2. Advertising at Competitive Stages :

Once the brand survives the introductory

stage it has, soon to face a stiff competition
with other well established brands in the
market.

At this stage, competitive advertising is

undertaken to promote sales effectively.
UNIT-1: Classifications of
Advertising
3. Advertising at Retentive Stage or Reminder
Advertising :
When the product has captured a large share of the
market,
“Retentive Advertising” is undertaken to maintain, or
retain the stable position in the market as long as
possible.

Moreover, if the same product is passing through the

declining stage in the market, this type of advertising is
used to remind the buyers about the product hence, it is
also known as “reminder advertising”.
UNIT-1: Classifications of
Advertising
Advertising is also classified according to their
functions and role.
Some of the important classifications of
advertising are as follows :
1. Social Advertising
2. Political Advertising
3. Advocacy Advertising
UNIT-1: Classifications of
Advertising
1. Social Advertising :
 Social Advertising is undertaken by non
commercial organisations such as Trust, Societies,
Associations etc.

 The main objective of Social Advertising is to work

for social cause.

 Advertisements for collecting donations for war

victims or for victims of natural calamities, sales of
tickets for a show etc. are examples of Social
Advertising.
UNIT-1: Classifications of
Advertising
2. Political Advertising :

 Political advertising is undertaken by

political parties to motivate the general public
in favour of the ideology of the party.
 Political advertising are intensively made
during election times to gain favour of the
voters.
UNIT-1: Classifications of
Advertising
3. Advocacy Advertising :

We often come acrosed advocacy advertised

relating to the use of family planning methods.

Conservation of scarce resources, maintaining

green environment.
UNIT-1: Advertising Spiral
The concept of advertising can be broken down
into three specific stages. These stages refer to the
advertising spiral. It is known as a spiral because
in order to keep innovating, companies need to
continually change their advertising methods
based on these three stages and an unending spiral
is created as their business grows and changes.
Understanding this spiral can help companies
create better ad campaigns and improve their
overall advertising capabilities.
UNIT-1: Advertising Spiral
Pioneering
• Pioneering advertising refers to new forms or
new ways of getting across a marketing
message. Most ad spots follow a basic
formula. You show the product, establish a
need in the consumer's mind and then illustrate
how the product will solve that need.
UNIT-1: Advertising Spiral
Competitive
• Competitive advertising is based on showing how your
product is better than your competitors as well as finding
out how they market their products and improving upon
their techniques. Examples of this form of advertising can
be found in car commercials. Toyota will say that their
vehicle gets better gas mileage than a Honda.

This is a very simple illustration of how competitive

advertising can be used to drive home a point to a consumer.
The viewer says "Well, I want better gas mileage. Maybe I
should think about getting a Toyota rather than a Honda."
UNIT-1: Advertising Spiral
Retentive
• Retentive advertising may also be referred to as reminder
advertising. This form of advertising can be used when a
consumer is already well aware of the product being offered
and does not need to be convinced to buy it. They already
know about it and like it, but they may have forgotten to
buy it lately.

Excellent examples of this can be found with cereal

commercials. We all know Cheerios exist and we like the
flavor. We see an ad on television and are reminded of how
good they taste so we buy them the next time we're in the
store.
UNIT-1: Advertising Spiral
Advertising Basics and the Spiral
• Now that the spiral is understood, you can see a basic
outline of how it works. First, you pioneer with a new
product or way of promoting an existing product. Then,
you let consumers know how your product stacks up
against the competition.

• Finally, you remind your market that your product is

still out there. Once all of these stages have been
completed, you start over in the process. This is a very
important component of the basics of advertising and
successfully marketing to consumers.
UNIT-1: Social and Economic
aspects of Advertising.
Advertising is the integral part of every day's life.
It is a persuasive method of marketing in society.

Without advertising modern society cannot

survive .

Advertising is useful to society in following

ways.
UNIT-1: Social and Economic
aspects of Advertising.
1. Encourage Purchasing
Encouraging people to purchase goods and
services is the main role of advertising.

2. Reflect cultural trends

Advertising bridges the gap among people by
communicating varied culture through
advertising message. It bring variation in the
social life.
UNIT-1: Social and Economic
aspects of Advertising.
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.
UNIT-1: Social and Economic
aspects of Advertising.
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.
UNIT-1: Social and Economic
aspects of Advertising.
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.
UNIT-1: DAGMAR Approach:
Advertising Model: The DAGMAR Model
DAGMAR is an acronym for defining advertising
goals and measuring advertising results. Each of these
words stands for goals that are of the utmost
importance to a business attempting to reach and make
an impression on their target audience.

The model specifies four phases that potential

customers pass through as they are made aware of your
business or product: UNAWARE to AWARE,
COMPREHENSION, CONVICTION and, FINALLY
ACTION.
UNIT-1: DAGMAR APPROACH

According to DAGMAR Model the ultimate

objective of advertising involves a
communication task, intended to create
awareness, impart information, develop
attitude and induce action.
UNIT-1: DAGMAR APPROACH

Advertising objective is to carry a consumer

through four levels of understanding :-

From unawareness to awareness - Consumer

must be aware of product or company,
Comprehension - What the product is and its
benefits,
Conviction - Mental conviction to buy the
product, and
Action - Finally buy the product
UNIT-1: DAGMAR APPROACH

1. Awareness
Before the purchase behaviour is expected from
target audience, it is necessary to make the
audience aware with the product or company.

The initial communication task of the advertising

activity is to increase the consumer awareness of
the product or offer.
UNIT-1: DAGMAR APPROACH

2. Comprehension
Only Awareness is not sufficient to stimulate a
purchase, sufficient knowledge and information
about product or organisation is necessary.

This step involves the target audience to learn

something about product, organisation, or offer.
Here communication task of advertising activity
is to make consumer learn about product -
product characteristics, benefits, or uses.
UNIT-1: DAGMAR APPROACH

3. Attitude or Conviction
At this step a sense of conviction is established
by creating interest and preference.

Buyers are moved to a position where they are

convinced that a particular product in the class
should be tried at the next opportunity.
UNIT-1: DAGMAR APPROACH

At this step communication task of

advertising activity is to mould the audience’s
beliefs about the product and this is often
done through messages that demonstrate the
product’s superiority over a rival or by talking
about the rewards as a result of using the
product.
UNIT-1: DAGMAR APPROACH
4. Action: Finally Product is bought.
UNIT-1: DAGMAR APPROACH
The main conclusions on the DAGMAR theory
is: “All commercial communications that weigh
on the ultimate objective of a sale must carry a
prospect through four levels of understanding-”.
1. The prospect must first be aware of the existence
of a brand or organization
2. He must have a comprehension of what the
product is and what it will do for him
3. He must arrive at a mental suspicion or
conviction to buy the product
4. Finally he must stir himself to action.
UNIT-1: AIDA APPROACH
AIDA Model of Communication:
AIDA model is one of the most popular models of
communication which explains how advertising
induces a customer to purchase a product. AIDA
is to make sure that an advertisement raise
awareness, stimulates interest, and leads the
customer to desire and eventually act. The model
is seen as highly persuasive and is said to often
unconsciously affect our thinking.
UNIT-1: AIDA APPROACH
AIDA stands for:
A- Attention , I- Interest, D- Desire, A- Action
For the advertisement to contribute to success
it has to be designed in such a way that the
customer passes through all these four phases,
all being equally important.
UNIT-1: AIDA APPROACH
1. Attention: The first objective of advertising is
capturing the attention of the reader or the
audience. This job is easy as shouting or clapping
can draw attention. For print advertisement, this
task is done by the headline as it is the first
element of the advertisement to catch attention.

Therefore the copyrighter usually makes the

headline very catchy by using bigger fonts. The
other techniques in usage are short punch lines in
conversational language.
UNIT-1: AIDA APPROACH
2. Interest : Once the attention is drawn, the next task is to
retain it by creating interest in the audience about the
product. After giving a good headline, their interest is
retained by giving further elaborations about the key
features of the product. The copy writer either does it
explicitly or implicitly. There is less scope for exaggeration
in this part, as this is more factual. And the presentation of
information is also equally important. The copy writer or
the advertiser stimulates interest by narrating or displaying
a dramatic situation, citing a story or he may sprinkle
humour in case of television advertisements. The illustrators
use cartoons and pictures to generate interest. In radio, the
sound effects and catchy dialogues in nasal voice may retain
interest.
UNIT-1: AIDA APPROACH
3. Desire: In this step, the advertisement creates a situation
for the prospective customer to enjoy benefits of the product
vicariously. The writer or the advertiser creates a situation
where the reader or the audience feels that he/she misses
something if he/she does not use the product.
In print advertisements the copy writers fuels up
visualization by using phrases like 'think yourself to be the
most successful person', or 'imagine'.
In television, the strategy used is that after using the
product, the user is shown as being happy contended, while
in radio, the listeners listen to the announcer saying, "you at
your best with your suiting".
UNIT-1: AIDA APPROACH
4. Action: The purpose of this step is to motivate
people to do something. Advertisements will be a
failure if it cannot induce any action. Several phrases
like 'offer closes by 30th Jan', 'buy now', 'limited
stock', 'buy two get one free' are used to motivate
consumers to buy the product.

This is not a difficult task, if the copy or the message is

clear then the reader or the audience will surely act.
Action demanded may be explicit like 'call on us to
book, the stock is limited' or implicit 'fly the friendly
sky'.
UNIT-1: AIDA APPROACH
UNIT-1: AIDA APPROACH
UNIT-1: AIDA APPROACH
UNIT-1: AIDA APPROACH
UNIT-1: AIDA APPROACH
Unit 2: Positioning strategies
Your brand embodies how your customers and
potential customers see your business.

Whether you like it or not, the public is

developing opinions about your brand, and it’s
up to you to guide your audience with
intentional, consistent, and effective branding.
Unit 2: Positioning strategies
Brand positioning refers to where you are
placed within your industry or market.
How is your brand positioned compared to
competitors? This positioning sometimes
occurs naturally, while other times, businesses
need to be more intentional about where they
are positioned.
Unit 2: Positioning strategies
Coca-Cola, for example, became a brand
leader by developing a first of its kind original
product.

This sets it apart from competitors and allows

the brand to dictate price, product
expectations, and industry standards.
Unit 2: Positioning strategies
Whether you have a strategy or not, your audience
is positioning your brand in comparison to other
options on the market.

It is in a business’s best interest to develop a

market positioning strategy in order to guide
public perception.

This way, all of your sales, marketing, and

branding decisions are aligned with your position
(or hopeful position) in the market.
Unit 2: Positioning strategies
The first step to establishing a brand positioning strategy is
to determine who each of your competitors is.
Once you understand who you are competing with, you can
assess their products or services compared to your own.
• What do they do well?
• Why might a customer choose them over you?
• Don’t be afraid to ask around.
If you lose a customer, ask them why. Why did they choose
another brand over yours? Dig into reviews, online forums,
sales data, and customer service interaction to understand
where your brand currently fits compared to competitor
brands.
Unit 2: Positioning strategies
Brand Positioning Statement:
• A positioning statement distils a brand’s position,
audience, and offering into one clear statement.
This statement is often used internally to ensure
all team members and departments align, but it
can also be used externally to describe your
unique offering.
• Positioning statements should be short and
concise while clearly conveying important
information about your brand.
Unit 2: Positioning strategies
Nike’s iconic positioning statement is: “For
serious athletes, Nike gives confidence that
provides the perfect shoe for every sport.”
Lately, the brand has shifted gears toward
a people and planet-focused mission:
“Nike is a brand of hope and inspiration. We
believe in the power of sport to bring out the
best in people, and the potential of people to
bring out the best in our world”.
Unit 2: Positioning strategies
Brand Positioning Map:
• Map out your position on a brand positioning map,
which visualizes differences between brands based on
set characteristics.
• For example, you might compare coffee brands based
on price and quality. For each map , there would be an
x-axis (price high vs. low) and a y-axis (quality high vs.
low.
• Starbucks would land around high-quality and high-
price. Dunkin’ Donuts or Tim Hortons would be placed
somewhere in the center. 7-Eleven coffee would fall
under low-quality and low-price.
Unit 2: Positioning strategies
Unit 2: Positioning strategies
• Brand positioning maps can assess and compare all
types of characteristics, such as healthy vs. unhealthy,
natural or unnatural, practical or indulgent, exclusivity,
coolness, etc.
• Once you understand your positioning or the brand
positioning you are aiming for, you can reinforce it in
all aspects of your business. Ensure sales and marketing
are aligned with your desired position and that you are
reaching your target market. Make sure your team
understands your brand position and that everyone
embodies your brand internally and externally.
Unit 2: Positioning strategies
Examples of Brand Positioning:
• Nike Brand Positioning-
The Nike brand is positioned as the standard in
athletic products, yet they’re able to sell products
at a higher price point due to an emphasis on
quality. They differentiate the brand from
competitors through extensive innovation and
technology. They are constantly innovating and
testing products to improve industry standards
while keeping a focus on helping people and the
planet
Unit 2: Positioning strategies
• Apple Brand Positioning-
Apple has long positioned its brand as innovative
and revolutionary. They create an exclusive
experience in Apple stores with minimal
community interaction. They are mysterious
about new products, aiming to create intrigue,
anticipation, and build-up as a means to hold
people’s attention. Apple’s innovative and highly
sought-after products are able to sit at a higher
price point compared to competitors, which is a
defining aspect of the brand’s positioning.
Unit 2: Positioning strategies
• Starbucks Brand Positioning-
Starbucks has a quality-based differentiation.
The brand positions itself apart from
competitors by offering a top-quality
experience. They are able to sell products that
are much more expensive than competitors,
such as Dunkin' Donuts or Tim Hortons,
because of the upscale atmosphere, packaging,
and unique products they provide.
Unit 2: Positioning strategies
• What is a Multi-Brand Strategy?
A multi-brand strategy occurs when an
overarching brand has multiple other brands in
the same industry aimed at different target
markets. For example, a phone provider may
sell phone plans under multiple brands—one
marketed at younger, hip audiences, one
marketed at businesses, and one marketed as
an upscale option.
Unit 2: Positioning strategies
Multi-brand strategies are also common in the soft
drink industry, such as a single brand selling two
products in direct competition. Coca-Cola owns a
number of beverage brands, many of which are very
similar products marketed to different audiences.
Minute Maid and Simply are both juice brands, and
DASANI and Smart water are both water brands all
made by Coca-Cola. The individual brand strategies
would be much different, targeting two separate
audiences.
UNIT 2: Developing brand
personality
• Brand personality is key to driving customer
loyalty and increasing the value of your brand
name.
• Get to know your target audience before defining
your personality traits to ensure your ideal
customers connect with your brand.
• Assess other aspects of your brand and business
processes, like your visual identity and customer
review process, to ensure they align with
your brand personality.
UNIT 2: Developing brand
personality
• Human beings are driven by emotion. When
customers make a purchase, they often rely on
emotions like comfort and trust as much as logic.
It’s why many shoppers buy bars of soap
from Dove or bottles of Coca-Cola when
presented alongside a generic product—even
when quality can be virtually the same.
• A powerful brand personality is key to
establishing the emotional connection that drives
people to choose your product or service over the
competition.
UNIT 2: Developing brand
personality
What is brand personality?
• Brand personality is the set of human
characteristics unique to your brand. It’s defined by the
same types of descriptors you’d use for human
personality traits—for example, friendly, nurturing, or
professional—and expressed in the way your brand
acts, writes, and presents itself to the world.
• Your brand personality is also a core part of your
broader brand experience, which encompasses the
emotions customers feel when interacting with your
business.
UNIT 2: Developing brand
personality
Why brand personality matters-
• Anyone can sell a product or service, but
an effective brand personality helps you stand out
among the competition. In the same way that
we’re drawn to people with personalities that
complement our own, shoppers connect with
brands that resonate with them.
• Without a great brand personality, your company
can feel bland, boring, and even cold. But with a
great one, your company becomes more dynamic,
memorable, and human.
UNIT 2: Developing brand
personality
This differentiation is essential for
gaining loyal customers. As shoppers get to
know and love your brand personality, their
connection to your brand grows stronger. It’s
like getting closer to a new friend. With time
and consistency, you can build a customer
base loyal to your brand.
UNIT 2: Developing brand
personality
A brand personality can also increase your brand
equity, which is the monetary value that
your business name adds to your products or
services, especially compared to generic or
cheaper options. Just as customers flock to Apple
products—despite iPhones costing significantly
more than comparable options, such as Samsung
Galaxies or Google Pixels—the personification of
your brand gives you more room to increase price
tags without losing customers.
UNIT 2: Developing brand
personality
How to develop a strong brand personality-
• You don’t have to be an expert
marketing strategist to create and express
a great brand personality. In four steps, you
can build out a personality that makes your
brand feel relatable to your target audience
UNIT 2: Developing brand
personality
1. Get to know your target audience-
• Understanding your target market can help you select
the most effective brand personality traits. Instead of
choosing traits at random, target market research
encourages you to consider what your ideal
customers—the people you most want to reach—will
connect with.
• Define your target audience by outlining their
characteristics, such as demographics (age, income
level, gender, and marital status), values, interests, and
hobbies. Keep these details in mind as you build
your brand personality.
UNIT 2: Developing brand
personality
2. Narrow down your brand personality dimensions-
Brand personality framework states that a brand’s personality
traits can fall under five categories:
• Ruggedness: Rugged brands like Harley-Davidson and Jeep tend to
be outdoorsy and tough
• Sincerity: This personality type tends to be ethical, honest, positive,
and down-to-earth, such as Hallmark or Bombas socks
• Excitement: Brands with traits that fall under this dimension, like
Red Bull and Tesla, can be creative, spirited, and even edgy
• Competence: Competent brands are intelligent and reliable
like Microsoft and Volvo
• Sophistication: These brands are often upper-class, glamorous, and
charming—think Apple or Tiffany & Co.
UNIT 2: Developing brand
personality
Choose the dimensions that you believe would
appeal to your target audience the most,
building on the demographics, values, and
hobbies you outlined above.

You can hone in on one dimension or even

blend together two or three.
UNIT 2: Developing brand
personality
3. Choose the top adjectives that describe your brand-
• Once you’ve defined your brand’s broad dimensions,
identify which specific brand personality traits you
want to express within them. Aim to select a
combination of 3-5 traits that can differentiate you from
your competitors.
• For example, Nike and Charmin are two brands that fall
under the “excitement” dimension, but their brand
personalities are still distinct. Nike leans on the
inspirational and passionate side, while Charmin tends
to be more playful and spirited.
UNIT 2: Developing brand
personality
4. Incorporate your personality into your brand
strategy-
• Brand personality shapes your brand identity as a
whole. To start expressing your personality consistently,
take time to align other aspects of your brand with your
core personality traits.
• For example, if you describe your brand as
“sophisticated,” assess if your brand colours
and typography communicate sophistication. If your
logo is in a script font, this may help you convey that
sentiment. Consider using calm, neutral tones to further
your brand initiative.
UNIT 2: Developing brand
personality
Create a stand-out brand personality-
• An effective brand personality humanizes your
brand and gives clients a reason to remain loyal.
To hone your own, start by getting to know
your target audience and identifying the unique
traits that resonate with them.
• Incorporating your brand personality in every
aspect of your brand—from your visual identity to
your brand message—will help set you apart from
the competition.
UNIT 2: MESSAGE AND COPY
MESSAGE:
The first step in creating effective advertisement
message is to decide what general message
will be communicated to consumers.
Developing an effective message strategy begins
with identifying customers benefits that can be
used as an advertising appeals.
UNIT 2: MESSAGE AND
COPY
Message tend to be plain, straightforward
outlines of benefits and positioning points that
the advertiser wants to stress.
The advertiser must next develop a compelling
creative concept—or “big idea”—that will
bring the message to life in a distinctive,
attention-getting, and memorable way. The “big
idea” may emerge as a visualization, a phrase or
slogan, or a combination of the two.
UNIT 2: MESSAGE AND COPY
UNIT 2: MESSAGE AND COPY
UNIT 2: MESSAGE AND COPY
UNIT 2: MESSAGE AND
COPY

When designing ads, advertisers come up with

many ingenious ways to express a concept.
Advertisers can use a number of different
appeals in advertisements.
Advertising appeals should be meaningful,
believable, and distinctive. Appeals are
usually either factual or emotional.
UNIT 2: MESSAGE AND
COPY
In general, logical, rational, reason-why
appeals are more effective in persuading
educated audiences.
Emotional appeals are more effective in
persuading less-educated consumers.
Frequently used emotional appeals are fear,
humour appeal.
UNIT 2: MESSAGE AND
COPY
Strong fear appeals tend to be less effective
than mild fear appeals.
MARKETERS should use reasonable but
not extreme fear appeals.
They should also realize that fear appeals are
not always appropriate.
UNIT 2: MESSAGE AND
COPY
Many marketers use humorous appeals in the
belief that humour will increase the acceptance
and persuasiveness of their advertising.
Some marketers believe that younger, better-
educated, upscale, and professional people tend
to be receptive audiences for humorous
messages.
Humour that is relevant to the product is
superior to humour that is unrelated to the
product.
UNIT 2: MESSAGE AND
COPY
The advertiser now has to turn the big idea
into an actual ad execution that will capture
the target MARKET’s attention and interest.
The creative people must find the best style,
tone, words, and format for executing the
message.
UNIT 2: MESSAGE AND COPY
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.
A copy is the heart of an advertisement. It
shoulders the responsibility for influencing the
buyers.
UNIT 2: MESSAGE AND COPY
Characteristics of Copy:
1. Brevity
2. Clarity
3. Aptness
4. Interesting
5. Sincerity
6. Personal
7. Convincing
UNIT 2: MESSAGE AND COPY
Elements of Copy:
1. Main Headlines
2. Sub Headlines
3. Body Copy
4. Captions
5. Slogans
6. Logo
UNIT 2: MESSAGE AND COPY
UNIT 2: MESSAGE AND COPY
UNIT 2: MESSAGE STRATEGY
AND DESIGN
• The advertiser has to turn the big idea into an
actual ad execution that will capture the target
MARKET’s attention and interest.
• The creative people must find the best style,
tone, words, and format for executing the
message. Any message can be presented in
different execution styles, such as the
following:
UNIT 2: MESSAGE STRATEGY
AND DESIGN
Reasons Why – This style gives consumers a
single, clear reason why one product is better
at solving a problem.

The format focuses on a need and points out

how the product can satisfy it.

This is known as a unique selling

proposition.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
Comparative Advertising –
This style explicitly names two or more competitors.

Comparative ads can be very effective, but there is a

risk of turning off consumers who don’t like the
negative tone.

Comparative advertising is probably best for brands

that have a smaller share of the MARKET and can
focus on a clear observable superiority to a larger
brand.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
Demonstration –
This style shows a product “in action” to prove
that it performs as claimed.

This style helps sell products that people “use.”

Demonstration advertising is most useful when

consumers are unable to identify important
benefits except through seeing the product in use.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
• Lifestyle –
This style shows how a product fits in with a particular
lifestyle.

• Fantasy –
This style creates a fantasy around the product or its use.

• Mood or Image –
This style builds a mood or image around the product,
such as beauty, love, or serenity.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
• Scientific Evidence –
This style presents survey or scientific
evidence that the brand is better or better liked
than one or more other brands.
• Testimonial Evidence or Endorsement –
This style features a highly believable or likable
source endorsing the product. It could be ordinary
people saying how much they like a given product
or a celebrity presenting the product.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
PRETESTING:
• After the creative personnel have developed the ads,
how can you know if the campaign ideas will work?
• Advertisers try to minimize mistakes by getting
reactions to ad messages before they are actually
placed.
• Much of this pretesting, the research that goes on in
the early stages of a campaign, centres on gathering
basic information that will help planners to be sure they
have accurately defined the product’s MARKET,
consumers, and competitors.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
• This information comes from quantitative
sources, such as surveys, and qualitative
sources, such as focus groups.

• Copy testing measures the effectiveness of

ads. This process determines whether
consumers are receiving, comprehending, and
responding to the ad according to plan
UNIT 2: MESSAGE STRATEGY
AND DESIGN
MEDIA SELECTION
• One of the most important decisions in
developing an advertising strategy is the selection
of appropriate media to carry the organization’s
message to its audience.
• The media selected must be capable of
accomplishing the communications objectives of
informing, persuading, and reminding potential
customers of the product being advertised
UNIT 2: MESSAGE STRATEGY
AND DESIGN
• Media planning is a problem-solving process
for getting a message to a target audience in
the most efficient and effective fashion.
• The decisions to be made include audience
selection and where, when, and how frequent
the exposure should be. The choice depends on
the specific target audience, the objective of
the message, and the budget.
UNIT 2: MESSAGE STRATEGY
AND DESIGN
• For the advertising campaign to be effective,
the media planner must match up the profile of
the target MARKET with specific media
vehicles.
• The task for a media planner is to find out
when and where people in the target market
are most likely to be exposed to the
communication.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
Meaning of 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.

A copy is the heart of an advertisement. It shoulders the

responsibility for influencing the buyers.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
Elements of Copy:
1. Main Headlines
2. Sub Headlines
3. Body Copy
4. Captions
5. Slogans
6. Logo
UNIT 2: ELEMENTS OF
ADVERTISING 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.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
(b) Clarity :
A copy should be self-explanatory. The
message to be delivered must be clear at first
reading.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
(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 in the readers to read the message.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
(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 the

message in detail.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
(e) 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.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
(f) 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.
UNIT 2: ELEMENTS OF
ADVERTISING COPY
(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.
UNIT 2: DEVELOPING
EFFECTIVE ADVERTISING
COPY
Effective advertising copy will help you increase
your sales leads and ultimately your sales.

There’s no special mystery or hidden art to

writing effective advertising copy. But in today’s
advertising environment it will help you win at
advertising
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY

You only have 2 seconds.

The average reader will spend about 2.8

seconds viewing a full spread advertisement,
1.9 seconds viewing a 3/4 or full-page
advertisement, and point six seconds viewing a
half-page or smaller-sized ad.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
It can take a bit of trial and error (testing) to
build an ad or ad campaign that really works,
but following these 11 tried and true tips can
help you get the results that you’re hoping for.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
1. What Makes You Stand Out From Your
Competition?
People come in contact with advertisements from all
types of businesses all the time.

So, what will make your potential customers buy your

company’s product or service versus going with one of
your competitors?

That’s what you have to figure out and focus on with

your advertisement.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
• Each advertisement must make a proposition to the
Consumers. Each advertisement must say to each
reader: “Buy this product, for this specific benefit.”

• The proposition must be one the competition cannot or

does not offer. It must be unique-either in the brand or
in a claim the rest of that particular advertising area
does not make.

• The proposition must be strong enough to move the

masses, i.e., attract new customers as well as potential
customers.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
Here are some good examples of products with a
clear USP:
1. Head & Shoulders: “You get rid of dandruff”
2. Anacin : “Fast, fast, incredibly fast relief”
3. Domino’s Pizza: “You get fresh, hot pizza
delivered to your door in 30 minutes or less-or
it’s free.”
4. FedEx: “When your package absolutely,
positively has to get there overnight.”
5. Indigo Airlines: “We are the low-fare airline.”
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
• The goal here is to help you develop your USP
yourself.
• What makes you different?
• Unique?
• What do you have that no one else does?
• This is the kind of thing you’re looking for.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
2. Use A Powerful Headline: Grab Their Attention!
• Getting attention can be subtle too. People scan things
quickly. They come into contact with so many
advertisements each day that they can’t possibly read
each one. This is why you have to make sure that your
advertisement actually grabs and keeps their attention.

• The question you need to ask is “Who are your trying

to attract? What would get their attention?”
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
3. Make Them An Offer They Can’t Refuse!
Consumers love bargain. So offer them a good one so
that they’ll come back to you time and time again.
Whether you’re offering an unbeatable price, a free
trial, free shipping or a bundled package, going out of
your way to provide your customers with a good deal
will help you be successful.
Once you come up with your irresistible offer, make
sure that you advertise it proudly. When people see that
you have something great to offer them, they will have
a difficult time resisting it.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
4. Talk About The Benefits – What’s In It
For Them!
A desirable benefit Explaining the features of
your products or services is important, but
explaining the benefits for the customer is
really what it’s all about.

After all, people are more interested in what

they get from your services than what you do.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
This is not complicated. Here’s what you do
to figure this out:

 List out all the features related to your

services (or products).
 For each one, list out everything that
service (feature) does.
 Then, next list out what the result of each
feature is – the benefit for the client.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
5. Take Away Their Fear: Make Your Offer As Risk-Free
As Possible!

People are nervous about spending their money. There are

too many scammers and low-quality products out there.
People worry that they’ll be wasting their hard-earned cash
when it comes to many products and services.

If people fear that they’re going to lose their money and

regret their purchase, they are unlikely to purchase your
product. But, if you remove these doubts, people are given
an incentive to give your product or service a try.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
So it’s a great idea to offer a risk-free guarantee.
Knowing there is no risk and that they don’t have
anything to lose by purchasing your product or
service, is a powerful purchasing inducement.

If potential customers know that they can get their

money back if they aren’t satisfied, they’ll be less
concerned about wasting cash and will be more
likely to give it a try.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
6. The “Call To Action” And Asking Them To Buy:
Your ad’s copy to a call to action tells your readers
what they must do next. It also answers and most likely
questions your reader should have about your
company’s product or service:

• How much does it cost?

• Where can I find it?
• How do I get it?
• Who do I call or where do I go for more information?
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
A call to action may also include a promotional
incentive to persuade the reader to act more
quickly:

• Use before (date) and get 20% off on your first

order.
• Go to our website and get your free sample offer.
• Call us at (your phone number) for more
information, and to discuss your project.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
7. Make It Seem Urgent, Give Them A Reason To Buy NOW!
• You don’t want to just plant the seed with your ads, you want people
to move forward and do something about your offer NOW.

• When people see an ad and think about giving a company a try later,
they might actually mean to do so. But, people most often move on
with their lives and forget all about the ad and the product that they
might have been interested in. Therefore, you have to encourage
people to act now rather than later.

• You can create this urgency in any number of ways.

UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
For example, you can make your irresistible offer
time-limited. If people see that they only have a
set amount of time, such as a few hours or days,
to snag an unforgettable deal that they’re already
pretty excited about, they will be more likely to
make a move now than later.

Many people assume that they’ll be able to get the

same deal later on. But if they know that they
can’t, they’ll be more likely to take the deal now.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
8. Use Testimonials:
• Remember that people have a lot of concerns
these days. It is important to build trust in your
business, its products and services so they know
that your company is the right choice. You can do
this by showing that others in the past have been
pleased with their decision to buy from you.

• A great way to do this is by adding a testimonial

or two to your ads from those who are satisfied
with your company and its products.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
9. Use Exciting Photos/Graphics:
• People are visual.
• You can appeal to the visual interest that your
clients have by adding exciting graphics to
your advertisements.
• For example, you can post a photo of what you
have to offer, or you can post something that is
going to grab attention.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
10. Complete Contact Information:
• Often expensive magazine ads, posters,
billboards, etc. without clear-cut company contact
information.

• Don’t make this mistake.

• You’ve told them what you’re selling, now tell

them where to buy it. Anything else is a waste of
money.
UNIT 2: DEVELOPING EFFECTIVE
ADVERTISING COPY
11. Always DELIVER:
• Remember that you should always over-
deliver when it comes to your customers.
• Creating an effective ad is great, but your
advertisements won’t get you far if you aren’t
making your customers happy. Therefore, you
should focus on providing all of your
customers with the best experience that you
can.
UNIT 2: Art & layout of an
advertisement
ADVERTISING LAYOUT: Layout is a plan, arrangement,
overall structure, blue print of advertising copy. It arranges
headlines, sub-headlines, slogans, illustrations,
identification marks, text body etc., in a systematic manner.

Attractive layout can help the advertisement to come out

from mediaclutter (increased number of ads in media ) and
gain attention of readers/ viewers.

According to Sandage and Fryburger, advertisement layout

is defined as “ The plan of an advertisement, detailing the
arrangement of various parts and relative spatial importance
of each is referred to as layout”
UNIT 2: Art & layout of an
advertisement
1) Assembling different parts: The main function of
layout is to assemble and arrange the different parts or
elements of an advertisement illustrations, heading,
sub-headlines, slogans, body text and the identification
mark, etc., and boarder and other graphic materials –
into a unified presentation of the sales message.
2) 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
UNIT 2: Art & layout of an
advertisement
3) 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.
4) Brings together copy writer and Art Director: Every
advertisement is the outcome of the contributions of specialists. The
services of creative persons are required like visualizes or idea-men,
copy writer, art directors, artists, photographer, type - setters, block-
makers and the printer.
5) Guide to the copy specialists: Layout serves as a reliable guide
to the specialists such as type-setters, engravers, printers and other
craftsmen. These are the person who actually prepare the
advertisement for use in print.
UNIT 2: Art & layout of an
advertisement
DESIGNING OF LAYOUT FOR
ADVERTISEMENTS:-
The design process serves as both a creative and
an approval process. In the creative phase, the
designer uses thumbnails, roughs, dummies, and
comprehensives- in other words, non-final art- to
establish the ad’s look and feel. The final
illustration with the actual type in place along
with all the visuals the printer will need to
reproduce the ad. The approval process takes
place throughout the entire design process.
UNIT 2: Art & layout of an
advertisement
1. Thumbnail Sketches: The thumbnail sketch or
thumbnail is a small, rough, rapidly produced drawing
artist uses to visualize layout approaches without
wasting time on details.
2. Rough layout: In a rough, the artist draws to the
actual size of the ad. Headlines and subheads suggest
the final type style, illustrations and photographs are
sketched in, and body copy is simulated with lines. The
agency may present rough to clients- particularly cost-
conscious ones.
3. Comprehensive: A comprehensive layout is
generally quite elaborate, with elaborate , with colored
photos. At this stage, all visuals should be final.
UNIT 2: Art & layout of an
advertisement
4. Dummy: The artist assembles the dummy by hand,
using color markers and computer proofs, mounting
them on sturdy paper and then cutting and folding them
to size. A dummy for a brochure, e.g., is put together,
page by page, to look exactly like the finished product.
5. Mechanical (paste-Up): The type and visuals must
be placed into their exact position for reproduction by
printer.
6. Approval: The work of copywriter and director is
always subject to approval. The biggest challenge in
approval is keeping approvers from corrupting the style
of the ad.
UNIT 2: Art & layout of an
advertisement
ADVERTISING CAMPAIGN: Advertising campaigns is a
series of advertisement messages that share a single idea
and theme which make up an integrated marketing
communication.
Advertising campaigns appear in different media across a
specific time frame. Various types of media can be used in
these campaigns such as radio, TV, and internet.

According to Duan and Barban, “ An advertising campaign

includes a series of ads, placed in various media, which are
designed to meet objectives, and are based on analysis of
marketing and communication situations”.
UNIT 2: Art & layout of an
advertisement
ELEMENTS OF SUCCESSFUL AD CAMPAIGN: The
successful marketing campaign needs certain elements to be
successful. The following information will help one to develop a
successful marketing campaign
1) Establish a Feeling of Urgency for the Buyer: It basically tells
the customers, "The need to sign up today because it will make them
reach their goals." Don't tell the customer the offer will still be as
good tomorrow, they must buy today! Urgency! Study how
successful ads make the customer act now.
2). Show a List of Benefits: There must be a list of benefits to make
up customers sign up. Focus on the client, not the advertiser. Most
benefit needs to be skilfully integrated into the ad. It is a waste of
time and money in an ad or on the website if you don't work in
benefits and present them properly.
UNIT 2: Art & layout of an
advertisement
3) Call to Action: Tell them what they must do to get
it. Don’t assume the prospects and customers will
figure out how to get what the one is offering. They
won't do the work for you. So, go ahead and tell them
what to do clearly.
4) Do it Again: One is required to (must) tell customer
what to do (to sign up with you) Tell the customer to
order now (this moment). So many ads assume that the
customer will guess to find out the contact, email
address, or telephone for the information , or product.
Tell the customer what to do. Provide the customer on
how to respond today in several ways. As more options
one can offer, the better will be the results.
UNIT 2: Art & layout of an
advertisement
5. Plan the Advertising Calendar and Campaign
several months in advance: Failure to plan advertising
in advance will waste a lot of money. Rush charges,
poor design, rte increases, poor creative and poor copy
are common results of failing to plan in advance.
6. Test the Banners and Ads: Only by trial and error
will one be able to set & baseline as to the best
response rates for the ads and banners. It is very
important to maximize response for the amount of
dollars spent. Sometimes re-phrasing text or adjusting
the ad layout can 'make the difference between a low or
just average response and a great success and can 'make
the high ROI (Return on Investment).
UNIT 2: Art & layout of an
advertisement
7. Avoid misleading or Dishonest advertising:
Honesty and integrity is the primary key to repeat
sales and repeat business. Hence misleading and
dishonest advertising should be avoided.
8. Running on (Web) site event: Running events
on the website is an excellent way to encourage
repeat traffic and repeat visitors. Examples
include contests, games, online interviews, chat
sessions and may be even audio broadcasts.
UNIT 2: Role of Media in
Advertising
The most brilliant and original advertising
ideas will be wasted if they are not presented
through the right media in the right place at
the right time to the right people.

Hence the selection of right media is

important for achieving the objectives of
advertising.
UNIT 2: ROLE OF MEDIA IN
ADVERTISING:
An advertising media is a means or vehicle of delivering a definite
message. It is a means through which an advertising message or
information is passed on to the prospective customers, readers, viewers,
listeners or passers-by. For instance, a producer seeks through
advertisement media to keep in touch with old customers as well as to
attract new customers.

Examples of media are newspapers, magazines, radio, television, direct

mail, posters, film, catalogues etc.
UNIT 2: Comparative study of
Different Advertising Media
RADIO ADVERTISING
Today, radio has emerged as one of major
advertising media. It provides a very large
coverage of audience in urban and rural areas.
Now almost every family has a radio set in our
country.

Radio advertising in India started in 1967 when a

commercial service on “Vividh Bharati” was
started.
UNIT 2: 1. RADIO ADVERTISING
Radio advertising may be described as “word
of mouth advertising” on a wide scale.

The advertiser delivers the message orally and

not visually.

It makes appeal to the ear and not to the eye

with the effect that the message is conveyed to
the masses whether literate or illiterate.
UNIT 2: RADIO ADVERTISING
Advantages or Merits of Radio Advertising:
Radio advertising is quite popular in India on
account of the following advantages:
1. It has a wide coverage.
2. Even illiterate people are covered under
this media.
3. It can convey message even to remote areas.
UNIT 2: RADIO ADVERTISING
Limitations of Radio Advertising:
1. Radio advertisements are very brief and thus
details cannot be elaborated.
2. There is no possibility of demonstration in
case of radio advertising.
UNIT 2: 2. INTERNET
ADVERTISING
INTERNET ADVERTISING
The Internet facility has developed around1960 in USA,
where the US Department of Defence saw it as a means
of supercomputer communication for
researchers and military facilities across the country.
Commercially it explodes in 1990s, mostly by academics,
military researchers, and scientists around the world to
send and receive electronic mail, transfer files.
At present, Internet is the fastest growing medium in
history and offers incredible opportunities for a wide
range of people.
UNIT 2: INTERNET
ADVERTISING
Type of Internet Advertising :
Ads on the Internet can take a variety by forms.
Most of the advertising on Internet can be
classified as
• Websites,
• Banners,
• Buttons, and
• Email ads
UNIT 2: INTERNET
ADVERTISING
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.
UNIT 2: INTERNET
ADVERTISING
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 to their
page.
UNIT 2: INTERNET
ADVERTISING
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.
E-Mail Advertising : Advertisers can send e-
mail advertising to customers. It is similar to
direct mail advertising, and therefore, it is the
most effective form of internet advertising.
UNIT 2: INTERNET
ADVERTISING
Advantage of Internet Advertising
1. Enormous Reach : With an user of more then
3.2 billion people the internet is the only true
global medium, providing
information and commercial opportunities that
are immediately accessible around the world.
2. Selective Targeting : Advertisers can reach
the right target customer.
UNIT 2: Advantage of Internet
Advertising
3. Affluent Market: Most of the Internet users
belong to middle upper class or upper class
customer. Therefore, Internet medium enables to
reach the affluent market of the society.

4. 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.
UNIT 2: 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.
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.
UNIT 2: Disadvantages of Internet
Advertising:
3. Problem of Online Purchases : In India,
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 safe place for financial transaction.
UNIT 2: 3. TELEVISION
ADVERTISING
It is said that today 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.
UNIT 2: TELEVISION
ADVERTISING
Television makes full use of sight, sound and
motion and thereby maximises impact on
audience.

The coverage of television is increasing at a rapid

pace in India.
This media is particularly advantageous for those
advertisers whose products require demonstration.
Sponsored programmes have also been started on
television in India.
UNIT 2: Merits of Television
Advertising
1. Television 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.
UNIT 2: Merits of Television
Advertising
4. It possesses geographical selectivity. An
advertiser can place his advertisements on
selected few stations as per his/her
requirements.

5. It has a wide coverage. At present television

services are available to more than 80% of
worlds population.
UNIT 2: Limitations of Television
Advertising
1. It is very expensive advertising media and would
certainly exclude the small advertisers.
2. Television message is short-lived.

3. Television advertisements are very brief due to high

cost of advertising on television.

4. Television advertising is a very deliberate media,

requiring long term planning, the gaining of approval
from the authority and also lacking flexibility.
UNIT 2: 4. Press Advertising
Meaning of 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.

In India, this media is very commonly used by

companies and account for nearly 70 per cent of their
total expenditure on advertising media.
UNIT 2: Press Advertising
Forms or Types : Press advertising takes the
following two major forms :
i. Newspapers
ii. Magazines and Journals
UNIT 2: Press Advertising
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.
UNIT 2: Press Advertising
Advantages or Merits of Newspaper Advertising
Media:
The advantages or 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.
UNIT 2: Press Advertising
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.
UNIT 2: Press Advertising
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.
UNIT 2: Press Advertising
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.
UNIT 2: Press Advertising
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.
UNIT 2: Press Advertising
Advantages or Merits of Magazines and Journals:
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.
UNIT 2: Press Advertising
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.
UNIT 2: Press Advertising
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.
UNIT 2: Press 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.
UNIT 2: 5. FILM ADVERTISING
Meaning :
Film is an audio-visual medium of
communication and offers wide opportunities to
the advertiser to screen commercial films and
slides produced by them. Today cinema is an
important and effective media of advertising.
Suitable short films may be prepared to create a
lasting impression upon the audience. These may
be presented in the form of a story or a cartoon
UNIT 2: FILM ADVERTISING
Advantages or Merits :
1. It has a quite wide coverage.
2. It is able to explain and demonstrate the use of a
product quite conveniently.
3. Appeal is made to all sections of the society.
4. It is never wasted as no advertisement can escape
the attention.
5. It is effective and may pay rich dividend to the
advertiser
UNIT 2: FILM ADVERTISING
Disadvantages, Demerits or Limitation :
1. The films are too short and need changes frequently.
2. Production cost of a film is quite high.
3. The audience may not like to waste time in seeing such
films repeatedly. They resent to it as they come for
entertainment only.
4. Restrictions are imposed against screening of films,
e.g., there is censoring.
5. For screening films, the cooperation of theatres is a
must which is not easily available.
UNIT 2: 6. PURCHASE POINT
ADVERTISING
PURCHASE POINT ADVERTISING:
Purchase point advertising is that advertising which is
undertaken at the premises of the manufacturer or the
dealer for attracting the customers. This is a direct
method because the advertising process is either
undertaken by the manufacturer directly or through the
dealer. Under this method, goods are displayed at the
counters, windows or in almirahs. It is observed that the
point of purchase is the exact point where the prospects
are reminded finally about a product. Now a days, it is
considered as a powerful media.
UNIT 2: 7. SPECIALTY
ADVERTISING
Under this media of advertising, manufacturers provide
various articles of low value free of cost to the existing and
prospective customers. The articles constitute calendars,
ball-pens, diaries, bags and other executive gifts.

Such articles bear the name and address of the advertiser. It

is felt that recipients will do business with the firm in the
near future even though articles are given on no obligation
basis.

It is also called Novelty Advertising. These articles are

given to targeted customers.
UNIT 2: 8. 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/women.
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.
UNIT 2: OUTDOOR OR MURAL
ADVERTISING
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.
UNIT 2: OUTDOOR OR MURAL
ADVERTISING
6. It is the oldest advertising media.
7. It also consists of suitable and popular slogans
which can be easily remembered by the
prospects.
UNIT 2: OUTDOOR OR MURAL
ADVERTISING
Types, Forms or Kinds of Outdoor Advertising:
1. Posters
2. Advertising Board
3. Vehicle Advertising
4. Electric Displays and Signs
5. Neon Signs
6. Sky Advertising (Sky Writing)
7. Sandwitchmen/women
8. Stickers
UNIT 2: OUTDOOR OR MURAL
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.
UNIT 2: OUTDOOR OR MURAL
ADVERTISING
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.
UNIT 2: OUTDOOR OR MURAL
ADVERTISING
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.

UNIT 2: OUTDOOR OR MURAL
ADVERTISING
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.
Unit 3: Media planning &
scheduling
Advertising is a way to get your message to your
desired audience. But in order to do that, you must
first have a spot on plan. This plan has many
factors, including your-
-Marketing Goal,
-Advertising strategies both creative and media,
-Implementation,
-Evaluation, and
-Budget.
Unit 3: Media planning &
scheduling
What is your MARKETING goal?
Your MARKETING goal is basically what
you want. Do you want to increase sales an X
amount?
Once you determine what it is you’re looking
for, you can then determine who you want to
speak to and what you want to say to them.
This, then becomes your advertising strategy.
Unit 3: Media planning &
scheduling
How do you build an advertising strategy?
The first four questions you need to ask yourself
are:
1. Who are you trying to reach?
2. What do you want to say to them?
3. How, when and where are you going to reach
them?
4. Why have you chosen the steps, that you have
selected?
Unit 3: Media planning &
scheduling
1. Who are you trying to reach?
The audience you want to reach is your target
MARKET. In order to determine your target
market, you will need to do a little research.
You will want to know what the consumer
thinks about your product.
It is extremely important to know who your
audience is, so you can create the right
message for the right person.
Unit 3: Media planning &
scheduling
Location - Where does your consumer live? Urban
or rural environment? Out of State? In a specific
city? Far away or close by?
Age - Is your consumer between the ages of 20-25,
26-30 and so on..? Are they younger or older?
Marital/Family Status - Are they married? Single?
Do they have kids? How many? What ages?
Income – What’s the Income range of your
consumer?
Unit 3: Media planning &
scheduling
2. What do you want to say?
Now that you’ve narrowed your target audience, you
can begin the process of deciding what it is you want
the consumer to know or think about you.
This is called the creative process or strategy. While
there may be many ways to position your product or
service, you should always try to appeal to the needs
and wants of your target consumer, which again you
will find from your research.
Unit 3: Media planning &
scheduling
3. How do you reach your audience?
There are numerous options to choose from when you are
deciding how to advertise. What are your tactics? What
approach do you want to use? This will become your media
strategy.
Newspaper
Direct Mail
Brochures
Coupons
Handouts or Flyers
Radio
SNS
Unit 3: Media planning &
scheduling
TV
Outdoor, such as billboards
Special promotions or packages
Internet Marketing
The medium you choose will depend on what
your target audience will see and where they
turn to for information, as well as your budget
constraints.
Unit 3: Media planning &
scheduling
4. How do you time the advertising?
There is no correct schedule to advertise a
product, but two factors should be considered.
The first is the purchase frequency -- the more
frequently the product is purchased, the less
repetition is required.
Second, companies need to consider the
forgetting rate, the speed at which buyers forget
the brand if advertising is not seen nor heard.
Unit 3: Media planning &
scheduling
There are two basic approaches to setting
advertising schedules:
Continuous schedule - Advertising of a product
runs throughout the year, when demand and
seasonal factors are unimportant.
Flight schedule - Advertising is distributed
unevenly throughout the year because of
seasonal demand, heavy periods of promotion,
or introduction of a new product.
Unit 3: Media planning &
scheduling
Evaluating Your Advertising
How successful is advertising? How do you
know if your campaign worked?
There are a few ways to go about evaluating
your campaign:
Do a random research sample asking people
how they heard about you or your product.
Unit 3: Media planning &
scheduling
Note the percentage your sales, visitors, or
calls increased from the previous year without
advertising and then with advertising. You
should see a difference.
Unit 3: ADVERTISING BUDGET
Some people think that money spent on
advertising is expenditure.

Some consider it a waste of money.

Some are of the opinion that we spend money on

advertising because our competitors spend a
lot of money on it.
Unit 3: ADVERTISING BUDGET
Nowadays, money spent on advertising is treated as
a long term investment in the image of a brand.

Planned advertising expenditure is required to build

a consumer franchise for the advertised brand,
apart from its being of direct return.

That is why every business enterprise spends a lot of

money on advertising campaign every year out of
its budget provisions.
Unit 3: ADVERTISING BUDGET
MEANING OF ADVERTISING BUDGET:
Advertising budget is an estimation of total
expenses that are to be incurred on advertising
during a given period of time.
The advertising budget includes items of
expenditure relating to advertising programmes,
cost of space, advertising material (including
advertising copy) production expenses, media
expenses, agency commission and advertising
research etc.
Unit 3: ADVERTISING BUDGET
The advertising budget must be realistic, flexible and adequate
for the advertising programmes.

The advertising budget must consider the advertising goals and

the size must relate to advertising needs.

It should be tailored to suit the needs of the business

enterprises.

An advertising budget will show how much, where and for

what purposes the amount provided in the budget is to be
spent
Unit 3: ADVERTISING BUDGET

The amount provided in the advertising

budget is not fixed arbitrarily but is determined
on scientific lines keeping in view the nature
of the product, size of the market to be
covered by the enterprise, types of consumers
and the strategy of the competitors etc.

It is a plan for the company’s future.

Unit 3: ADVERTISING BUDGET
PROCESS OF ADVERTISING BUDGET:
Advertising budget is prepared by the advertising
manager of the company. The advertising budget
process includes the following major steps:
1. Collection of Data and Preparation of
Advertising Budget :
The starting point of any advertising budget process
is the determination of the size of advertising
appropriation.
Unit 3: PROCESS OF
ADVERTISING BUDGET:
2. Collection of Data and Preparation of Advertising Budget :
The requisite information keeping in view with the products,
packaging, target markets, advertising copy, new product
introductions, types of consumers, extent of competition along with
the competitor’s strategy, media selection etc. is gathered.
Having decided upon the above variables, the advertising manager
takes a decision on the very important issue “how much to spend”
for advertising.

Once the total expenditure is arrived at, the next step is the
apportionment of this fund among various advertising units over a
period.
Unit 3: PROCESS OF
ADVERTISING BUDGET:
3. Presentation and Approval of the Budget :
After the preparation of advertising budget, the next
step in a budget making process, is to present the
same before the top management through the
chief of the marketing division for necessary
approval.

The budget committee or the top management, as

the case may be, will evaluate such proposed
expenditure to achieve the targeted objectives.
Unit 3: PROCESS OF
ADVERTISING BUDGET:
4. Budget Execution :
After the approval, the next step in budget
making process is the execution of the budget.

During the execution of the budget, the

advertising manager has to exercise
monitoring control so that the funds that have
been allocated are spent in accordance to the
approval plan and in economical manner.
Unit 3: PROCESS OF
ADVERTISING BUDGET:
5. Budget Execution :
Whenever there are critical changes in the
marketing situation, necessitating an
adjustment in the advertising support,
the necessary modifications should be effected in
the advertising budget.

That is why, advertising budgets should be

flexible.
Unit 3: PROCESS OF
ADVERTISING BUDGET:
6. Control of Budget :
The sixth and the last step in the budget
making process is to have a control over the budget.

It is the prime duty of the advertising manager to see

whether the actual expenditure coincide with the
budgeted expenditure or not.

The advertising manager should also see that the amount

appropriated for advertising is being used only on the
item and activity as expressed in the budget.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
1. Affordable Method : In this method one has to
find out what the company can afford in a given
business situation.
Particularly, those companies which have limited
resources use this method.
Since the company does not spend more than it can
afford and, therefore, there is an element of
financial discipline in this method.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
Affordable Method :
It overlooks the contributory rule of advertising
in the achievement of marketing objectives.
It also ignores the need, importance, nature of
advertisement and other factors like long-range
planning of advertising investment.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
2. Percentage of Sales Method:
Under this method, the amount to be
appropriated to advertising is arrived at by
multiplying the value of past year’s sales or the
projected sales for the budget period with a
pre-determined percentage.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
Percentage of Sales Method:
This method is most popular with managements on
account of the following reasons :
(i) It is a very simple, workable and relatively safe method.
(ii) Since it directly relates advertising expenditure to sales, it
seems to be very satisfactory for many advertisers.
(iii) It encourages management to think in terms of the
relationship between advertising expenses, prices and
profits.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
3. Competitive Parity Method:
This method is based on the principle that you are at par
with competitors. Spend as much as the competitors do.

Here, advertising is taken as a defensive device and not an

offensive tool to achieve marketing objectives.

Advertisers want to spend as much as their competitors

are spending so that they are not placed at any
disadvantage.
Unit 3: Approaches and Procedure
for determining the size of the
Budget
Competitive Parity Method:
It enables the management to monitor the
marketing programmes of its competitors.
Thereby the marketing strategy may be
changed accordingly.
Unit 3: Approaches and Procedure
for determining the size of the
Budget
4. Objective and Task Method : Objective and
Task Method for framing the advertising budget is
considered to be the most desirable and realistic
method. It is also known as “Research Objective
Method”.

It envisages appropriation of advertising funds

on the basis of objectives to be achieved and the
task involved therein.
Unit 3: Approaches and Procedure
for determining the size of the
Budget
Objective and Task Method :
In short, this method includes :
(i) Defining advertising objectives as far as possible in
quantitative terms.
(ii) Outlining and listing tasks to be performed in
achieving these objectives.
(iii) Estimating the cost of performing these tasks. This
method takes into consideration the fact that advertising
is an investment and an effective vehicle of achieving
company’s objectives.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
5. Return on Investment Method :
In this method money spent on advertisement is considered
as an investment and not an expenditure.

It is an investment in the sense that a certain return in terms

of profit is expected under this method.

The advertising budget is prepared; under this method by

taking into account the increased profits generated by an
increase in sales and goodwill on account of advertising.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
6. Judgement Method :
Judgement method of framing an advertising budget is
based upon the judgement of experienced managers of the
company. This method is also referred as the “arbitrary
method” because it is based on the arbitrary thinking of
some experienced managers only, this not based on any
scientific lines.

This method involves no clerical or statistical or field work.

It is solely based upon the experience and judgement of
some old and experienced managers.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
7. Fixed Sum Per Unit Method :
This method is similar to the percentage of sales method
except that a specific amount per unit is appropriated rather
than a percentage of the value of sales.

The advertising appropriation may be based on units of a

product sold in the previous period or on a forecast of unit
sales in future period.

This method is most suitable in advertising appropriations

for industrial and durable consumer products.
Unit 3: Approaches and Procedure
for determining the size of the
Budget.
From the above study, it is evident that no
single method is perfect and free from defects.

Hence a mix of the above methods may be

used in accordance to the requirements and
need of the company for framing the budget
keeping in view the marketing objectives of
the company.
Unit 3: MEDIA-VEHICLE
CHOICE
After indentifying the various advertising medias,
as available for a company, the subsequent
managerial task is to evaluate each media vehicle
against certain criterion and then only to decide
which of the particular vehicles are suitable for
him.

For such a decision, he has to evaluate the

available media vehicles against certain criterion.
The major vehicle evaluation criterion are as
follows :
Unit 3: MEDIA-VEHICLE
CHOICE
1. Coverage :
It is the most important and powerful criterion
for evaluating vehicle media.
Coverage refers to the number and spread
message outlets provided by the media
vehicle.
When the media vehicle provides large
coverage, the chances of message exposure to
customers is also greater.
Unit 3: MEDIA-VEHICLE
CHOICE
2. Consumer Confidence :
It is also an important criteria for evaluating the
selection of a vehicle media.

Consumer confidence refers to the credibility of media

in the mind of target customers.

It is a relevant criterion for evaluating a media vehicle

since the credibility of advertising message is positively
related to the media vehicle’s credibility.
Unit 3: MEDIA-VEHICLE
CHOICE
3. Reach :
Reach as an evaluation criterion refers to the
vehicle’s access to different homes or
individuals over a given period of time.
In case of press media, it is indicated by
readership which is arrived at by multiplying
circulation of the paper with the average
number of readers per copy.
Unit 3: MEDIA-VEHICLE
CHOICE
4. Cost : Cost is also an important criterion
against which each media vehicle choice should
be evaluated.

Cost refers to the money spent on using a

particular vehicle media.

In order to make a decision, it is suggested that

the advertiser should make out an inter-vehicle
cost comparison.
Unit 3: MEDIA-VEHICLE
CHOICE
5. Timing :
The last but also equally important criterion for
evaluating vehicle media choice is the timing of
advertisement.

The reasons for the importance of the decision may be

two-fold - (i) Seasonal ability of product sales, and (ii)
staggered effects of advertising.

The advertiser should, after considering these two

elements, decide on the scheduling of advertisements to
improve the effectiveness.
Thank you!