Readings in Advertising

8/18/2019 Readings in Advertising

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Course Materials Advertising Management

COURSE MATERIALS

READINGS IN

ADVERTISING MANAGEMENT

FACULTY:DR.G.ANTONY

SCHOOL OF MANAGEMENT STUDIES

COCHIN UNIVERSITY OF SCIENCE & TECHNOLOGY

COCHIN 22

School of Management Studies Cochin University of Science & Technology, Cochin 22

0


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TABL OF CONTNT!

CONTNT! "AG

ARTICLES

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CASE STUDIES

1. U3AA T)" SU6#"M" 9)$T"%"# 2. C*A 9A#


1


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#. AD$RT%!%NG BA!%C! AND AD$RT%!%NG AGNCY

1. A!"#T$S$% A% $%T#*UCT$*%

Advertising, though im:ersonal in character, could create :rofound influence in :ersuading :ros:ects to ;ecome customers. $n contrast to the mar


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Advertising and "u'li(it)

Advertising is :aid formG hence it is a commercial transaction. 6u;licity is any form of commercially significant ne=s a;out a :roduct, an institution, a service or a :erson :u;lished in s:ace or radio that is not :aid for ;y the s:onsor.

Advertising is a :aid form of :u;licity. 6u;licity is not a commercial feature.

Secondly, advertising is non?:ersonal. 9hatever ;e the form of advertisements visual,s:o


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ivD A salesman tal


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This re:ort crystalliFed the maHor hy:othesis concerning the effects of advertising.

iD Advertising tends to :roduce a higher degree of concentrations in industry that is=arranted ;y the eBistence of economies of large scale :roduction.

iiD The high initial eB:enditure needs to ma


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o=ners, these agents act as =holesaler, =holesalers, =ho assem;le ;ul< orders. /or thatadvertiser, agency constitutes a reservoir of s


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:hotogra:hers, lithogra:hers, ;loc< ma


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iiiD Mar-eting Agen(ies !tage. Advertising agencies gre= =ith the industrialeB:ansion. A;out 14 agencies gave different and highly s


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6. Resear(* De+artment. This section of the advertising agency is engaged in the studyof h effects of sales activities at the end of the :oint f distri;ution of a :articular :roduct.Sometimes outside research organisations are em:loyed to carry on such research as theyare more economical and relia;le. The #esearch director ta


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. TRND! %N AD$RT%!%NG T8OUG8T

1. "A#( A!"#T$S$%

1. Advertising started =ith :rinting and :u;lication of ne=s:a:ers2. )and;ill in "nglish in 1-54 ;y first "nglish :rinter to advertise a ;oo< re:rinted+. %e=s:a:er :u;lication started in the 1th century in ermany, 15th century in

"ngland and 14th century in America

-. /irst ne=s:a:er :rinters visited merchants canvassing advertisements. Commission agents =ere engaged Ns:ace ;ro


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2. )$ST*#$CA T#"%S $% A!"#T$S$%8 $//"#"%T A66#*AC)"S

1. $nformation A::roach

2. Attention @+. #e:etition @-. Association @. 6roduct 'enefit @. Motivation @5. "ntertainment @4. 'ehavioural @

#. %n&ormation A++roa(*

1. 6rior to $ndustrial #evolution and mass :roduction :rior to 1th

centuryD2. Su::ly and demand eual+. 6roduction =as localG customers familiar =ith :roduct-. Com:etition among stores. MarThe great art in =riting advertisementsP is to catch the readers eye@ Tattler

1510D. "ngaged =riters such as Addison & Steele

/. Re+etition 1#749s2

1. Attention getting devices ;ecome too common2. Ma


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-. N/ord is an unusually strong carO. #oser #eeves of Ted 'ates Agency introduced the conce:t of US6. /or Colgate US6 =as ardol? a decay :reventing ingredient5. 3ohn " Jennedy reminded asAd is salesmanshi: in :rint & you have to give them a reason, @

. #eason =hy ads came in 140s10. Claude )o:9ashed in live steam@1. /or 6almolive ? >Jee: that School girl com:leBion@

11. Claude )o:Scientific Advertising@

. Motivation A++roa(*

1. Motives, :sychological satisfaction, self image and :roduct imageG identificationGcredi;ilityG unconscious motives

2. Association a::roach modified+. More is reuired than associating soa: =ith a ;eautiful =omen

-. $dentification of consumer =ith movie star im:ortant. #elation of :roduct image and self image relavent. 9omen featured in Ad ;ecame ;elieva;le gradually the neBt door lady alithaHi

for SurfD5. 6roduct ;ought for :sychological satisfaction as =ell as declared ;enefitsG4. Soa: for =ashing as =ell as solitude? a means of esca:e

a. > /eel deliciously =ic A::eal to reason and you a::eal to -K of the human race@1. $ns:irational co:y ;ecame :o:ular /ind motive and a::eal to motive

5. ntertainment

1. "ntertainG eB:oseG singing commercial, onOt ;uy from clo=ns2. 6rofusion of ads led to entertainment+. N"ntertain =hile :roviding a solid sales message sim:ly and honestlyO?-. oyle ane 'ern;atch Agency in the 10s. "ntertainment a devise to o;tain eB:osure to sales message. )umour em:hasises :roduct advantage "B8 !ol


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7. Be*avioural A++roa(*

1. Critical audience, creativity ;ac


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/. %ND%AN AD$RT%!%NG

iscusses the historical evolution of $ndian advertising. 9hat the future holds for the $ndian advertingI

A "ers+e(tive

3ust a fe= decades ago, $ndian advertising =as headed ;y eB:atriates. Agencies that helds=ay =ere mostly foreign o=ned. i


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T*e Age o& t*e Creative "rodu(t

$f there =as one agency that emerged unscathed ;y the slo=do=n, it =asMum;aiheaduartered *&M. Under the leadershi: of #anHan Ja:ur and in closecolla;oration =ith Creative irector Suresh Mullic


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agencies in the coming years is to ;e a;le to target the rural mar


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full service $ndian agency

1+ ? $ndian 6u;licity 'ureau 6r td, Calcutta esta;lished

1+ ? Jrishna 6u;licity Co 6r. td, Jan:ur ;egins o:erations

? Studio #atan 'atra 6r. td, 'om;ay esta;lished

? $ndian 'roadcasting Com:any ;ecomes All $ndia #adio A$#D

1+4 ? 3ayendra 6u;licity, Jolha:ur started

1+ ? everEs advertising de:artment launches alda ? the first maHor

eBam:le of a ;rand and a mar


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12 ? Shantilal Shah & Co, 'om;ay

1- ? Advertising Clu;, Mum;ai set u:

? "B:ress Advertising Agency, 'om;ay

? $ndia 6u;licity Co. 6r. td., Calcutta

1 ? Aiyars Advertising & Mar


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? )asan #eFavi gives the very first s:ot on #adio Ceylon

151 ? 'ensonEs undergo change in name to *gilvy, 'enson & Mather

152 ?9estern *utdoor Advertising 6vt td 9*A6D introducesfirst

closed circuit T! CCTD in the country at the race course in

Mum;ai

15+ ? #J S=amy''* esta;lished

15- ? MCM goes out of ;usiness

? Arun %anda & AHit 'ala


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14 ?Sananda is ;orn on 3uly +1. The 'engali magaFine stu:efies$ndia

;y selling 5,000 co:ies =ithin three hours of a::earing on the

ne=sstands.

? Mudra Communications creates $ndiaEs first fol


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sees an increase in titles, es:ecially in s:ecialised areas

?overnment turns to=ards :rofessional advertising in the :rivate

sector for its !$S cam:aigns

? Army resorts to the services of :rivate sector agencies

? Advertising on the $nternet gains :o:ularity

?"uitor Consulting ;ecomes the only inde:endent ;randconsultancy

com:any in the country

? Several eBercises in changing cor:orate identity

?/or the first time ever, $ndians stand the chance of =inningthe 1?

million ;ooty ;eing offered ;y illette as :art of its /oot;all9orld

Cu: :romo 14

? "vents assume im:ortant role in mar


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eB:ensive

cam:aign of the year

2002 ? o=e intas & 6artners rechristened o=e 9orld=ide

?/or the first time in the history of )TA, a ne= :ost of :resident is

created. Jamal *;eroi is a::ointed as the first :resident of )TA

%ndian Advertising ? A Criti@ue

This is the ;est of times and =orst of times for $ndian advertising agencies. *n the onehand, there are am:le o::ortunities for gro=th not only in eBisting areas of activity, ;utalso in ne= fields that are o:ening u: than(iting and t*reatening V eBciting for fast and firstmovers in ;uilding ca:a;ilities and early advantages and threatening for laggardsand those ;as


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%ntera(tive divisions of many agencies are no= offering online consulting, =e; ;randing, =e; designing and offline advertising strategies.

Con(entration in t*e industr) is (learl) visi'le, =ith the to: 1 agenciesaccounting for 40 :er cent of the ;illing and the ;alance 20 :er cent ;eing shared

;y a 100?odd agencies.

O++ortunities &or gro,t* a++ear su'stantial V total ;illing is eB:ected togro= to #s. 20,000 crore ;y 200 =ith t=o to three agencies ;illing more than #s+000 crore. Some of the o::ortunity areas =ill ;e healthcare, insurance, financialservices, dot.com, $nternet and s:ecial communications.

Online advertising ,ill 'e on t*e rise and =ill reach #s. +00 crore ;y 200.)o=ever, it =ill change the rules of advertising and =ill hel: advertisers to shiftfocus from ;roadcasting to narro= casting.

9ith media +lanning and media 'u)ing 'e(oming *ig*l) s+e(iali3ed than t*an 'e&ore V there are 100?odd channels, -00 :u;lications and a :lethora of ne= media that


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Areas o& Re+ositioning

iven the changes mentioned a;ove, the strategies that =or


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associated training and develo:ment. T,o additional (onsiderations= ,*ile de(iding on&uture (a+a'ilities= ,ill 'e:

• A++li(a'ilit) o& ne,l) develo+ed (a+a'ilities a(ross di&&erent geogra+*i(al

mar-ets around t*e ,orld

• Breadt*s o& se(tors to 'e (overed 1e.g. retailing= distri'ution= +romotions=mer(*andising= sam+ling et(.2

Value proposition

T*e de(isions ta-en to re+osition t*e agen() in &our s+e(i&i( areas o& segmentation=

s(o+e= s(ale and (a+a'ilities ,ill determine t*e value +ro+osition t*at t*e agen()

intends to o&&er to its (lients. The uniueness and sustaina;ility of such value :ro:osition and the a;ility to deliver such values at a com:etitive cost =ill ;e a criticalas:ect of an agencyOs :lan to re:osition itself. The


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agen(ies redu(e (ustomers an>ieties to get an advantage over (om+etition.

Su;Hecting the agen()s remuneration stru(ture= on a +roa(tive 'asis= to(ertain a((ounta'ilit) &ormat. This =ill communicate seriousness, :rofessionalism and sensitivity to a clientOs needs and hel: greatly in ;uilding astrong good=ill in favor of the agency.

• Building a tra(- re(ord o& measura'le su((ess in all as+e(ts o& t*e agen()s

o+eration and servi(es (reative= media +lanning= media 'u)ing=

+rodu(tion and a((ount servi(ing. A trac< record of su:erior :erformance ;uilds re:utation and euity in the minds of the client.

• >+ertise and +ro&essionalism o& t*e agen()s sta&&= at 'ot* t*e &ront and

'a(- o&&i(e= redu(e (ustomers an>ieties to a great e>tent and are t*us sour(es

o& value.

• A ,ell


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0. AD$RT%!%NG AGNC%! ? !TRUCTUR H FUNCT%ON!

1. $%T#*UCT$*%

$t is estimated that advertising industry =ill ;e =orth around #s. 10,000 crores ;y theyear 2001. "ven discounting media inflation, it is a lot of ;usiness.

An advertising agency, a;;reviated to Ead agency,ED is a team of eB:erts a::ointed ;y aclient to :lan, :roduce and :lace advertising cam:aigns in the media.

Advertising Agencies account for ;illings of #s. 2000 crores :er annum. The need for :eo:le gro=s in :ro:ortion to ;illing. $t em:loys today 10,000 :eo:le. $t =ill need t=icethis num;er. 2000. They are constantly in need of a diversity of talents ;oth on thecreative as =ell as :roduct side.

2. "!*UT$*% & )$ST*#( */ A!"#T$S$% A"%C(

!olney ' 6almer in 6hiladel:hia started the first Ad agency as a s:ace ;ro


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fact, advertising at this stage, ;ecame a :art of the overall mar


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the clients ;riefing the industry are almost over. The agencies are eB:ected to maintaindata;ase. There is a leaning to=ards soft=are for o:timiFing media usage, andcom:uteriFation of studio functions.

$n $ndia, the legal structure of ad agencies is that of a small :ro:rietary concern or a ;ig

:artnershi:. Sometimes, they are :rivate limited com:anies, either ;ig or small.$ndian advertising is a fragmented ;usiness. There are over 5++ agencies accredited to$%S. The to: 2 accounts for 0K of all ;illings. $n addition, there are many accreditedagencies.

$t is the to: 2 agencies, most of =hich are headuartered in Mum;ai, that set the :aceand define the sha:e of the industry.

Agencies lie(utive8 $t is a


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systematic, i.e., left?;rained. 'ut if he has to motivate a team, he should ;e ins:iring andcreative too, i.e., right?;rained.

Co+),riters8 They are the =ordsmiths =ho do the =ording of an advertisement. Theyare ;right and talented. They have a flair for language. They contri;ute to the theme of an

advertisement. Creation of successful co:ies for different clients esta;lishes them in thisfield.

$isualisers8 These are artists =ho :ut on :a:er =hat has ;een thought out ;y theco:y=riter. They in fact design the ad.

Creative Dire(tor8 )e co?ordinates the co:y=riting and designing. )e is a senior :rofessional =ho is seasoned in an eBisting advertising agency set?u: to ta


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These are :rofessionals =ho =or< inde:endently and have a successful trac< record.They are co:y=riters, Hingle singers, radio announcers, artists, visualiFers, technical=riters etc.

$n Hocularity it is often said that8

"Adertising is a !unny business because it is not only a business < it is al! a business#

$uarter a pro!ession and $uarter an art%"

"very ;usiness entity, irres:ective of its siFe, o=nershi: and


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managers have also to co?ordinate =ith the advertising de:artment for a::ro:riateadvertising efforts, so that a :articular :roduct or ;rand may receive adeuate :romotional su::ort. The hiring of an advertising agency is a function of the advertisingmanager. $f the agency has to ;e changed, the advertising manager to that effect ma


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Manufacturing firms carries out ;ul< of advertising. $t is therefore, necessary tounderstand the various :rinci:les on =hich the advertising de:artment can ;e organiFedin manufacturing units. The ;asic :rinci:les are8

1a2 B) !u'


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Advertising Manager

Consumer $nstitutional overnmentMar


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1. $t is difficult to transfer the tas


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. A::rove the :lans for advertisements ;y the agency and ;y others =ho =or< onthe advertising :ro;lems.

5. 6re:are, :urchase and issue sales material ? :oint?of?:urchase dis:lays anddirect mail, including recei:ts, dealer advertising servie) :remiums unless

com:any has se:arate :remium de:artmentsD.

4. 6re:are, issue and control ;illing of cor:orate advertising.

. Jee: the sales force informed of forthcoming advertising.

10. 6re:are :ortfolios of advertising for the salesmanEs use in sho=ing advertisingto the trade and to other distri;utors.

11. 9or< =ith the sales de:artment in :re:aring s:ecial :rogrammes.

12. 6re:are instruction manuals for those =ho =ill sell and use the :roductG all inall, do everything :ossi;le to ma


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)e understands =hat the client =ants. )e has to get this done through his agency. Themar


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Modern day agencies have t=o maHor sections.

Agency

Creative Side 6roduction Side

The t=o sides are su::lementary to each other. %o= the (reative se(tion has a team of ;right, talented co:y=riters =ho do the =ording of an advertisement. Co+),riterscontri;ute to the theme of an advertisement, li


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cam:aigns ;y consensus. The other is the #evie= 'oard. This committee revie=s andcriticiFes a cam:aign, =hich it has not :lanned or created.

Ne, Business

The agency, li


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'efore =e go into a discussion of agency com:ensation, one more salient :oint regardingthe agencyEs organiFation structure deserves detailed descri:tion. This is the facility of theart studio =ithin the agency. A small agency or s:ace?;ro


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. COMMUN%CAT%ON MODL! %N AD$RT%!%NG

1. C*MMU%$CAT$*% 6#*C"SS $% A!"#T$S$%

(ou all


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The T#$M formula can give you very effective communications and :resentation control,so that your time and efforts can ;e :roductively channeled and ;ring you results you=ant.

6utting ideas together is a;out organiFing and develo:ing your communication. The =ayyou :ut together your ideas determines ho= you =ill give out the information and ho==ell your target audiences =ill receive your message ? =ith =hat im:act and result. Thisis vital to the success of ;usiness communications.

$t is =orth=hile to eBamine methods for :utting ideas into a communica;le form. /or instance8

1. Structuring ideas for the target grou: they are for.2. 'uilding logical seuences.+. 'uilding :sychological seuences.-. evelo:ing core ideas from the lot.

. )aving :ro:er introductions and conclusions.

)o=ever, in any situation success of the communication =ill directly de:end on theuality of the ideas and their develo:ment =ithin the larger o;Hectives.9hilecommunication can ;e ;etter if you


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$f it eB:oses =ea


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This is :recisely =hat ha::ens in the case of an advertising message. The sender could ;ethe media li


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iD Attract AttentioniiD Secure %nterestiiiD 'uild Desire for the :roduct and finallyivD *;tain A(tion.

All advertisements o;viously do not succeed on these counts. This is one solitary reason ;ehind the great divergence ;et=een the num;er of :eo:le eB:osed to the advertisementand those =ho ultimately ta


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customers. 9e have to overcome them. 9e have to convince ;y giving evidence,testimonials, endorsements, and facts and figures. *n arousal, :eo:le ;ecome :rone to ;uy the :roduct.

Action* The logical end of the desire aroused is to ;uy the :roduct.

1. 6roducts are associated =ith com:any.2. The message is re:eated.+. Certain immediate action a::eals are used.

There are siB ste:s or movements to=ards the :urchase of a :roduct or service. The firstt=o, a=areness to


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!tages

A%DA

Model

8O

Model

Communi(ation

Model

Cognitive

1T*oug*ts2

Attention A,areness

Jno,l,edge

>+osure

Re(e+tion

Cognitive

res+onse

A&&e(tive

1Feeling2

%nterest

Desire

Li-ing

"re&eren(e

Convi(tion

Attitude

%ntention

Be*aviour A(tion

"ur(*ase Be*aviour

DAGMAR A++roa(* agmar A::roach is the tas< of measuring ad effectiveness =illnot ;e daunting if =e clearly s:ell out the advertising goals. #ussel ). Colley 11D :ioneered an a::roach


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• Announce a s:ecial reason for ;uying no=Os :rice, discount, :remium and soonD.• Ma


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Rogers :ro:ounded the third model, =hich is


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n(oder Message C*annel De(oder Re(eiver

These siB elements are sho=n gra:hically in the model. As Shannon =as researching inthe field of information theory, his model =as initially very technology?oriented. Themodel =as :roduced in 1-, a year after ass=ellEs and you =ill immediately see thesimilarity to the ass=ell /ormula.

The em:hasis here is very much on the transmission and rece:tion of information.E$nformationE is understood rather differently from the =ay you and $ =ould normally usethe term, as =ell. This model is often referred to as an Einformation modelE of communication. 'ut you donEt need to =orry a;out that if youEre Hust starting.DA:art from its o;vious technological ;ias, a dra=;ac< from our :oint of vie= is the

modelEs o;vious linearity. $t loo


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your sounds into electrical im:ulses. The distinction is not uite so o;vious =hen youthin< of yourself communicating face?to?face.

$n :erson?to?:erson communication, the encoding :rocess is :erformed ;y the motor s


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is connected to a com:uter, =hich ta


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model is :erha:s more accurately referred to as a model of in#ormation theory rather than communication theoryD. Conseuently, their main concern =as =ith the


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Attitude to,ards t*e message8 $ may have a very :ositive attitude to the Aramaic?s:ea


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ordinary mortals are not li


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5. !TT%NG AD$RT%!%NG OBCT%$

AND DTRM%N%NG TARGT AUD%NC

Advertising is a method of communication =ith a s:ecified o;Hective. The *;Hectives of advertising are grou:ed as sales o;Hectives measured in terms of increase in sales,increase in mar+ansion o& t*e Mar-et to %n(lude t*e Ne, Users: Advertising can ;e used to ta: ane= segment of the mar


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advertised as an ingredient for maSurf "Bcel@ gives the im:ression of an advanced detergent :o=der, although there may ;e no tangi;le difference ;et=een the earlier ;rand and the ne= one. Sometimes thecustomer as a modified :roduct e.g. >a ne= refill :ac< for might :erceive a minor :ac


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#9. Fe, ot*er o'e(tives: Advertising also hel:s to ;oost the morale of sales :eo:le inthe com:any. $t :leases sales :eo:le to see large advertisements of their com:any and its :roducts, and they often ;oast a;out it. *ther uses of advertising could include recruitingstaff and attracting investors through >6u;lic $ssue@ advertisements announcing the

allotment of shares etc.

(ou must understand that an Advertising *;Hective is a Communication *;Hective. AnAdvertising goal is a s:ecific communication tas


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ought to ;e a;le to tell =ith a much greater degree of accuracy =hat it is doing for you, or you shouldnEt ;e s:ending it. To do this, you need :arameters that can ;e measured, suchas increasing advertising o;Hectives =ith s:ecific goals, share of mind or ;randa=areness. Advertising cam:aigns are in one sense li


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$nsurance, you =ould ideally thin< =ould ;e for the older generation, ;ut you have tostart =or


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The uantitative research of consumers socio?economic and demogra:hic conditions,user?status, use freuency, etc, along =ith the ualitative research of image analysis of the o;Hect in consumerOs :erce:tion goes a long =ay in setting communication o;Hectives.$mage $ need to tell you is a set of ;eliefs, ideas and im:ressions that a :erson holds of an

o;Hect. $t is a :recondition for any communication :lanning. The familiarity of the targetaudience is first measured against the follo=ing scale8

%ever heard of 3ust heard Jno= a little Jno= fairly =ell Jno= very =ell

$f most of the res:ondents tic< the first t=o o:tions, the communication o;Hective =ould ;e to ;uild a=areness. Those =ho are familiar are tested for their attitudes to=ards the

:roduct8

!ery unfavora;le Some=hat unfavora;le %eutral Some=hat favora;le !ery favora;le

Negative attitudes must 'e over(ome 'e&ore underta-ing &urt*er +romotion.)ence =e could in addition say that, analyFing the image of a :roduct in the mind of the consumer is a crucial ste: to ;ring a;out di&&erentiation in the mar


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'ag:i:er

%o= =e =ould understand the conce:t of segmentation. 'ut you must not confuse thet=o. Segmentation is a ;roader :alying field =here the consumer :rofiles are concerned.(ou could say that it is the :relude to targeting. The mar


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1. 6rice range for :remium segment is :laced at ;et=een #s. 10 to #s. 0.2. 6rice range for the :o:ular segment at less than #s. 10.+. Although volume selling in the :o:ular segment =ould ;ring a;out sales, and the

:rofita;ility factor =ould ;e lo=.-. 9hereas the :rofita;ility factor is high =here the :remium segment is concerned.

. aunching a ;rand is com:etitive and es:ecially =hen the com:etition is gro=ing ;y the day.. "B:ensive media li


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Thirdly coming do=n to concentrated mar


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6. AD$RT%!%NG A""AL!

#. %NTRODUCT%ON

Advertising a::eals aim to influence the =ay consumers vie= themselves and ho= ;uying certain :roducts can :rove to ;e ;eneficial for them. The message conveyedthrough advertising a::eals influences the :urchasing decisions of consumers.

Advertising has ;ecome eB:ensive, time?consuming and an im:ortant mar


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iiiD ove %eeds Affection, 'elongingness, etc.D8 These needs are at least :artiallyfulfilled ;y marriage :arenthood and ;elonging to organiFations, such as the #otary,ions and others.

ivD "steem %eeds Self?#es:ect, 6restige, Social A::roval, Achievement, etc.D8 As loveneeds ;ecomeE least :artially satisfied, the need for such things as :restige, self?res:ect,esteem and status emerge. The desire for achievement, inde:endence and self?confidenceare also :art of these needs.vD Self ActualiFation %eeds Self?/ulfillment, Self?"B:erience, etc.D8 The desire for self?fulfillment, or ;ecoming everything one is ca:a;le of ;ecoming is the essence of theseneeds. $ncluded in them are aesthetic satisfaction,E acuiring


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"steem needs are of t=o ty:es8 one, those =hich are related to ho= a :erson sees himself reflected in his :ersonal achievement and self?confidenceG and, second, those =hich arerelated to ho=, he ;elieves, others see him. )o= others see him is reflected in theattention and recognition he receives from others as =ell as his re:utation and :restigeamong other :eo:le. Suiting ads of !imal, inesh and igHam aim at increasing the self?

confidence of the user. The He=ellery ads of Tri;hovandas in Mum;ai stress the :restigeyou can enHoy ;y using such eB:ensive He=ellery. Advertising of any :roduct, =hich canincrease the self?confidence, and self?=orth of those =ho use it ma


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iiiD enerally, several needs o:erate simultaneously to cause a given ;ehavior res:onseG ;ut only some needs are more im:ortant in ;ehavior than others. These


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mem;ers of inerEs Card or '*' Card or Cancard. 9e =ant mem;ershi: of ynasty Cultural Clu; or #otary Clu; or ions Clu;.

steem Needs or Motives8 These are the motives of distinction, achievement,status and inde:endence. 6ride and vanity motives also fall in this category. These

are im:ortant ;uying motives. Automo;iles are sometimes ;ought ;ecause theyEgive ussocial status. All :remium :roducts are sold against these motives.

"*)siologi(al Needs or Motives8 Some of our motives are to survive ? =e ;uyfood :roducts ;ecause of this. 9e ;uy houses and flats also to survive. 9X ;uyteBtiles for :rotection and survival. These are all :rimary motives of ;uying.

Com&ort and Convenien(e8 ifferent


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Curiosit): This is also a good ;uying motive. 9e are interested to


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)e classifies rational a::eals as >a::ealing to the audienceOs self interest@. Ty:ically theyrefer to the uality, value or :erformance of the :roduct.

2. Emotional appeals*

"motional a::eals >attem:t to stir u: negative or :ositive emotions@ i;id.D, and includefear, guilt, Hoy. Although Jotler mafear@ a::eal is used only =hen the :roduct can actually :rovide safety.

+% )oral appeals*

Moral a::eals >are directed to the audienceOs sense of =hat is right and :ro:er.@ Thesemay include such a::eals as ecological a::eals and nationalism.

The decision a;out =hether to ;ase mar


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iD )igh Quality8 6eo:le ;uy television, stereo:honic music systems, furniture,refrigerators, electric gadgetsG


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grounds. Strong emotional :ro:ositions need rational under:innings. Most of us =antothers to regard us as rational human ;eings. That is =hy =e li


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Dimension o& res+onse to

emotional a++eal%llustration

/eelings of an u:?;eat mood evo


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.

Souvenirs of events =hichena;lereconstruction of these

events !$$luggage cam:aign Jal ;hi,AaH ;h]Jal ;hiD.#estaurant scene of Titan=atch ad. )us;and gifts the=atch to his=ife. The sym;ol of =armthis the=atch. The interactive hasheightened. 'ac+ression o&

!el&

?

Clothes, a::arel andaccessorycategories.#emiders of self?esteem.#aymondEs Ecom:lete manEcam:aign.Sharmila Tagore and 6ataudiin

=alior suitings cam:aign.

"rodu(ts

t*emselves

'e(ome o'e(ts

o& emotion

)igh :roduct involvemento;Hect

E)amara 'aHaHE cam:aign.

;ecomes a su;stitute for human relations.

"re(autions ,*ile using t*e motional A++eal

1. The advertising should have relevance. $f the :roduct needs attri;ute?;asedrational advertising, emotional a::eals should ;e avoided.2. There should ;e a natural flo= of feelings.


55


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+. "Becution should not ;e eBaggerated. The level of emotionality should noteBceed that eB:erienced ;y the consumer.-. There is a difference ;et=een a consumerEs emotions associated =ith the :roduct ;rand and a consumerEs emotional reaction to the ad co:y itself.6refera;ly, these t=o should ;e com:ati;le.

Fear A++eals:

The fear a::eal is most im:ortant among emotional a::eals, and also the most effective.$t is said that the messageEs effectiveness increases =ith the level of fear it generates. Theuse of fear a::eal in getting :eo:le to start doing things they should is very common.Many ad messages of tooth:aste em:loy this a::eal. They :resent the fear of tooth decayor unhealthy gums or ;ad ;reath, and then suggest the use of a s:ecific ;rand of tooth:aste to get rid of such fears. A recent ad of 6romise sho=s a ;oy =ee:ing ;ecauseof severe toothache, and then suggests the use of 6romise to avoid a recurrence of toothache.

A fear a::eal of this


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defensive ;ehavior, and tries to avoid the ad, and may not ;e :re:ared to acce:t thethreat. They may even ta


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"ositive motional A++eals:

6ositive a::eals highlight :roduct ;enefits and attri;utes ca:a;le of influencingconsumer ;ehavior. They are love, humor, :ride, :restige and Hoy. Most ;a;y food :roducts have a motherEs love a::eal. ove for family is :erfectly em:loyed in an ad of

ettol soa: that has ;een called The ove & Care Soa:. $n the closing sentence, the ada::eals ;y saying8 ive your family the oving Care of ettol Soa:. MotherEs love for the ;a;y has ;een a::ealed to in ad of 3ohnsonEs ;a;y soa:. $t says8 entle as a


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$n ma


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$t has also ;een o;served that visual =hich is highly seBual interferes =ith the cognitive :rocessing of the message since readers tend to s:end more time on the ad as a =hole.$nformation transmission is definitely adversely affected ;y seB a::eal.

/unctional seB a::eals have highest recall and so also sym;olism. $na::ro:riate seB

a::eals have lo=est recall. /antasies are also used as seB a::eals. A::eals that areconsistent =ith the :roduct, lead to a higher recall. There might ;e gender?relatedres:onses to seB a::eal. /emales may find the seBual ad offensive and so its use for afemale?targeted :roduct runs a ris


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0. D%RCT AND %ND%RCT A""AL!

Another =ay of classifying ad a::eals, comes a;out =hether =e they are lin


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iiiD 6roduct Com:arison A::eals8 The ;asic message em:hasiFes the differences ;et=een the advertised ;rand and the com:eting ;rands. The advertised ;rand, of course, has a net advantage over those =ith =hich it is com:aredG other=ise the=hole eBercise ;ecomes futile. Thin< of those ads of electric fans, =hen the :roduct features of various ;rands are com:ared in the ad in a ta;ulated form ?

such features as the num;er of :oles of the motor, the num;er of ;earings, the :rice, =arranty :eriod offered, etc. A refrigerator advertisement com:ares thety:es of com:ressors used, =hether high s:eed or lo= s:eed, electricityconsum:tion, noise level, the uality of the =hite enameled ;ody, eBtra tray, etc.

Consumer


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strategy is to create a ;rand image that fits either the self?image or self?idealimage of the target mar


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*ther researchers =ho carried out research into advertising a::eals have develo:eddifferent lists of :ossi;le values, often ;ecause they only tested for certain a::eals ratherthan a com:lete set of a::eals. /or eBam:le Mueller 1D and Cheng & Sch=eitFer1D used limited lists develo:ed ;y them to reflect their line of enuiry. Suchdivergence in identifying a::eals has led to different classifications and listing of a::eals

in advertising literature.


45


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8. MESSAGE AND COPY IN ADVERTISEMENTS

#. %NTRODUCT%ON

%o= =e have come to the creative :art of the ad cam:aign. The :rint ad a::ears in themedia. The ;roadcast ad goes on air. 6rior to that, =e have to decide =hat =e have to say,and then ho= do =e say that. The N=hatO :art is the design of the message, and the Nho=O :art is the develo:ment of the message, and includes its eBecution as =ell.

Message Design and "ositioning

*ur advertising message consists of the idea together =ith other relevant information.The idea s:ots the uniueness of the :roduct to =in a :lace in the consumer mind. $t iseasier said than done. Message design identifies the consumerOs :erce:tions a;out the

:roducts. The follo=ing uestion gives a good insight.

1. 9hat is the nature of the :roduct8 its generic categoryI2. /or =hom it is meant8 the segmentI+. 9hat are the s:ecial characteristics of the :roductI )o= is the consumer goingto ;e ;enefitedI-. 9ho are the com:etitorsI 9hat is their :romiseI. $s the :roduct different from the other availa;le :roductsI )o=I $s it atechnological ;rea


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1. $nstead of ;uilding a =all around the :roduct, the message should create a ;ridge to the target audience ;y ;eing :ersuasive.2. Arouse the audience, and give it a reason for listening to you.+. Ma


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:rocess of attitudinal change, it =ill not affect very much the :ersuasive uality of adsthat aim at a change in attitude. $t does not add anything eBtra to the :ersuasive uality of the advertisement. Moreover, if the communicator is :erceived to ;e un=orthy, thereceiver may resent the attem:t on his :art to dra= a conclusion for him and influence hischoice.

9hen the issue is highly :ersonal, the audience may resent the communicatorOsinterference in dra=ing a conclusion. A ty:ical eBam:le of this is the recent ad cam:aigns:onsored ;y the 6oultry /arm Association in uHarat, :romoting the use of eggs amongvegetarians. "ggs from the :oultry farms =ere given a ne= name the >!eggs@ andrecommended for consum:tion in that segment of society =hich is fully vegetarian. Sincethis touches a highly :ersonal issue concerning religious attitudes, the ad =as resented,and much criticism =as :u;lished against it in the #eaderOs *:inion column in :o:ular dailies. Thus, even though :romoters sought the sale of the :roduct in a ne= segment ;ydra=ing s:ecific conclusions, these =ere not acce:ted, ;ut rather resented. )o=ever,conclusion dra=ing is favored =here the :roduct is a com:leB or s:ecialiFed one. The

/areB ;a;y food ad, starting =ith a sensational headline8 > (our ;a;y is ;orn =ith a +?month gift of iron. After + months, mil< alone cannot give him the iron he needs.@ The adcloses =ith the conclusion8 >octors recommend /areB. 'a;yOs ideal solid food for ra:idall? round gro=th.@ A long ;ody co:y goes on to eB:lain that /areB is ideal ;a;y solidfood.

1ii2 Re+etition: #e:eating an ad message is often ;eneficial, for it develo:s a continuityof im:ression in the minds of the target audience, and may increase the :redis:osition tothin< and act favora;ly to=ards the :roducts advertised. "verything else ;eing eual, are:eated message increases a=areness and


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1iv2 Com+arative Advertising 1CA2: )ere a :roduct is directly or indirectly com:ared=ith a com:etitive :roduct to sho= the advertised :roduct to advantage. This trend has ;een seen more and more in some recent cam:aigns, es:ecially =hen ne= ;rands in :arallel categories are s:ringing u: at a ra:id rate. Most :rominent among these have ;een the 6e:si, Salvon, Ca:tain Coo< Salt and 6e:sodent and Colgate cam:aigns. The

recent #in?and?a?loo


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/. CO"Y OF AD! %N "R%NT

#. 8eadline:

The most im:ortant co:y element is the headline idea. $f the headline idea fails to attractthe :ros:ect to the message and the :roduct, the remaining :arts of the ad are =asted. Thead co:y may ;e a =ord?message, or it may have :ictures =ith a short message or aslogan. The =ords and :ictures should ;e com:lementary to each other. )o=ever, since :ictures get ;etter attention than the =ords in the headline a;ove or ;elo= the :icture, =einvaria;ly have ads in :rint =ith :icture, s


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in the ;ody co:y, de:ending u:on the nature of the :roduct, the mar


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ne=s:a:er ads saying8 Meet us at C)"MT"C)E42, 6avilion %o.-, )all?2. ManyeBam:les can ;e given to drive home the :oint that the co:y of a ne=s:a:er ad has to ;edifferent from that of the magaFine ad even for the same :roduct, the same uniue selling :ro:osition US6D and even the same a::eal ? o;Hective or emotional.

/. TY"! OF CO"Y

%o= let us discuss the different ty:es of co:y. 'elo= are giver the different ty:es of co:yG you must visualiFe an advertisement as you go along.

S !(ienti&i( (o+) Technical s:ecifications are s:ecified. ".g. )igh involvementgoods or dura;le goods or industrial goods.D

S Des(ri+tive (o+)8 $n a non?technical manner, the :roduct attri;utes are descri;ed.The co:y uses direct active sentences. There are short and :ithy sentences. $t loo


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the consumer. *ne attri;ute may ;e chosen and re:eated for several times, each timean occasion is given to Hustify it.

S ordless Advertisements There are at times ;ill;oards =ith only an inscri:tionli


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from =riting co:ies for ads. $n case of radio advertisements, =riters ma


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Conversations =ith Masters of the Craft 10D, incoln=ood, $8 %TC 'usiness'oo


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. $%!UAL%!AT%ON AND LAYOUT

#. $%!UAL%!AT%ON

$n develo:ing an ad, the most im:ortant activity is visualiFation. $t is a :rocess, =hichstarts the design of the advertisement and results into the develo:ment of a finished adlayout in :rint.

9hen =e tal< of visualiFation, =e tal< a;out the art in advertising. $n terms of :rint ad, itis the :rocess of designing the ad. The ultimate outcome of the :rocess of visualiFation isthe layout.

A visualiser decides a;out the inclusion of different elements at the ;eginning of his=or


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*r line illustrations and s


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stic< figures to :hotogra:hs and com:rehensive dra=ings suita;le for clientEs a::roval.This to:ic is further ela;orated in the cha:ter on co:y=riting.

$isuali3ation and Creativit)

$n the visualiFation :rocess, =e reuire a flo= of ideas ? those ideas are o;tained frommany sources and using many techniues. 9e can :in do=n the :ro;lem and develo: theadvertisement co:y accordingly. 9e can have a good data;ase or ;riefing ;eforevisualiFation. There ?can ;e some ;rain =aves from the co:y=riter. 9e can em:loy*s;ornEs 'rainstorming techniue. 9e do meditation from analysis and synthesis of ideas.

The ste:s in the visualiFation :rocess are those involved in any creative :rocess.Creative 6rocess in !isualiFationThe follo=ing are the five :rinci:al stages in creative :rocess8

iD Saturation8 The manager ;ecomes very intimate =ith the :ro;lem and its

environment.

iiD eli;eration8 A :erfect


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*nce the final co:ies are made, a :resentation is made ;efore the client. These :resentations should ;e structured,


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art director. Co:y=riters need not ;e artists, ;ut they can thin< visually. They can do alittle dra=ing, s


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/. $%!UAL%AT%ON T%"!

1. Use an illustration of a :roduct alone, either a line dra=ing or a :hotogra:hagainst sim:le ;ac


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1+. Use charts and diagrams =hile ma


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Ba(-ground: Could have :icture, tiles, ;loc


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Logo or Name "late8

This is the signature of the advertisement. The inclusion of the com:anyOs name andaddress is not al=ays im:ortant hence the logo or a s:ecially designed image of the ;rand

or the com:any can re:lace that. The :o:ular logos of Tata, Mercedes 'enF, Toyota, Star T! net=or


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ena;le the small ;usiness ;irth an eBistence in its field of choice and =ill sho= others thatthe com:any cares a;out its image.

(ou should remem;er =hat the logo does for the com:any.

The difference and distinction aid recognition.

*=nershi: logically follo=s.

There is :ride in o=nershi:.

Cor:orate signature reinforces the :ride of the com:any.

$t re:resents the :ersonality of the com:any and its :roducts.

The other issues in the layout that you must loo< u:on are8"ri(e8 6rice is seldom the dominating feature in a layout, eBce:t =hen a discount or saleis mentioned. $t is more or less associated =ith the chea:ness of the :roduct =hen a :riceis sho=n in the advertisement. The consumer should loo< at other features in the layoutthat =ill ma


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1. )eading2. $llustration+. Co:y-. ogo

$t is advised that you all loo< at ads in a different light from no= on.

WWWWW


110


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#9. 8ADL%N! %N "R%NT AD$RT%!MNT!

#. 8ADL%N!

)eadline is the most crucial :art of advertising. 'asically, it is used to arrest attention andto create interest. $t should go ;eyond ;eing catchy or sloganising. $t has, really, s:ea


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The follo=ing list of =ords gives ne=s value to the advertising.Announcing.Sur:rise. %o=. $tEs here. 3ust arrived. AmaFing. Sensational.#evolutionary.

ast chance.

-. T*e *eadline s*ould al,a)s target t*e advertisement to,ards )our+ros+e(tive (ustomers. Thus 3ohnsonEs ;a;y :o=der headlines do have the =ordM*T)"#S for =hom it is meant. %ever use a =ord that =ill eBclude some :ros:ects.

4. Man) more +eo+le read t*e *eadlines. All of them may not read the rest of the co:y. So it ma


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)o=ever, curiosity ;y itself is not enough. $t has only the :ulling :o=er. The furtherreading should convince us a;out the usefulness of :roduct.

Chivas #egal is curiously advertised li


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'ody co:y8 (our years of hard =or< have today yielded rich dividends either in the formof :rovident fund, gratuity or even !#S money. 9hatEs im:ortant no= is to ma


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1a2 Dire(t "romise 8eadline: 6ondOs S:ecial 'a;y 6o=der headline :romisesyou Eto ta


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A/T"#%**%ES 9*MA%ES "ZT#A "!"#( T)U#SA(.OThis is a suita;le medium for home?use or =oman?oriented :roducts.

1-2 A&&irmative 8eadline8 The message is not very assertive. 'ut it is not deniedeither. 9e thus say a;out Com:lan8 Ero=ing Children %eed Com:lan.E

1l2 8eadlines (ould 'e +oeti(= +rosai(= matter o& &a(t or musi(al.

1m2 Ne,s... 6eo:le are interested ;y ne=s. 9ords li


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u: reading the co:y under such a headlineI 9hat farmer =ouldnOt ;e com:elledto find out8 9hat =as the little mista


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4. )o= Much $s 9or


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4. 3ingles8 3ingles have great value for $ndiaEs audiences =ho li


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irect Short "asily remem;ered #e:eat the ;rand name /riendly :hrasesThe characteristics of a good slogan are as follo=s8

Should ;e sim:le and straight for=ard Carries some :leasing sales idea Conveys more in a com:act form ood slogan finishes the Ho; in 5?4 =ords So many ideas give rise to one good slogan

5. FEW AWARD WINNING AD SLOGANS OF THE LAST MILLENNIUM, WHICHHAVE CREATED DIFFERENTIATION IN THE MINDS OF THECONSUMERS

Year Brand Slogan

Agen()

14 A::le Macintosh Thin< different. Chiatay

1- Tango(ou


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15 Al


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1+0s )aig Scotch 9his


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##. TL$%!%ON AD$RT%!MNT! AND T8%R "RODUCT%ON

#. TL$%!%ON AD$RT%G%NG

This is the most recent medium of :u;licity. The youngest, glamorous and highlys:ecialiFed T.!. :u;licity is :ro;a;ly the most significant single ne= thing that hasha::ened to advertising in this century. T.!. :rovides a scientific synchroniFation of features of sound, sight motion immediately tat no other medium has ;een a;le to :rovideso far. That is =hy T.!. is the ;est selling method ever invented. 'ut it is a very costlymedium.

!arieties of techniues are availa;le for the :roduction of Commercial messages li


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follo= a collouial :attern. The =oman says8 $ am too old for mini?s


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;est animators the =orld has ever


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area. These commissions are located in most maHor cities and they =ill :rovideinformation on usage fees and the :eo:le =ho need to ;e contacted. $tEs often necessary toma


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!ele(ting $ideo %nserts= !till "*otos and Gra+*i(s

As things :rogress :rogram inserts can ;e selected. uring this :hase arrangements can ;e made for shooting and acuiring !T# or film inserts, still :hotos and gra:hics. $f :ossi;le, eBisting stoc< footage is secured generally for a feeD from film or ta:e li;raries

located around the country. $nitial decisions on music are made at this :oint. Co:yrightclearances and royalties must ;e =or


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friend says Some;ody forget his #ay?'an SunglassesI then he laughs and =e find outtheyEre all vam:ires.

Ni-e Air ordan

The first + Air 3ordans ever made. This first one =as made in 14. Michael 3ordan issho=n, ;ouncing a ;as


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#. T!T%MON%AL! AND CLBR%TY NDOR!MNT

#. %NTRODUCT%ON

*::ortunity is al=ays


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com:etitor 'ritannia Tiger has a 2- :er cent marThe client told us a;out theAC%ielsen re:ort =hich said that 6arle? is the =orldOs largest?selling ;iscuit, eB:lains6ra;ha


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$nterestingly, haimade reveals that the five N6arle? situationsO in the cam:aign have ;een culled out of the intervie=s the team had =ith consumers. >These situations hel:edus maThe situations came from real life,thatOs =hy theyOre so relata;le.@

9ith the hel: of fresh eBam:les ;ring out the relevance of testimony in the a;ove caseI

. CLBR%TY NDOR!MNT

*at do )ou e>a(tl) mean ') t*is term

Cele;rity endorsement of :roducts can fulfill either a strategic or a tactical :ur:ose. $nthe case of TaH Mahal Tea, 7a


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$n $ndian advertising the cele;rity is hot :ro:erty. The film star cele;rity is naturally firstchoice. There are clients =ho come in from small to=ns =ith =ads of cash loo


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/. CLBR%TY MANAGMNT: A CONC"T

$n a =orld filled =ith faces, ho= many do you remem;erI Admittedly the ones that evo


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The selection of a cele;rity for a ;rand is done :rimarily on the ;asis of a mar


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#/. AD$RT%!%NG BUDGT

1. $%T#*UCT$*%

>$


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:erceive :roducts is also im:ortant to the ;udget setting :rocess. 6roduct differentiationis often necessary in com:etitive mar


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Advertising O'e(tives:

Usually the advertiser has the follo=ing o;Hectives, ;ased on the stages in consumer ;uying8

1. 6roduct a=areness ? 'y noting an advertising message, =e learn that the :roducteBists. At this stage, mass mar


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are moving out then the firm can decide to ta


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media scenario and changing media im:act on the target mar


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Set your advertising ;udget =ith s:ecific o;Hectives defined. "Bam:les of o;Hectivesinclude increasing :rimary demand for the :roductservice category, increasing selectivedemand for your s:ecific :roductservice offering, moving those in your mar


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ongoing research has sho=n several long?term relationshi:s ;et=een share of voice andshare of mar


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9hereas the ;ad costs that should ;e cur;ed during recession are8

• Manufacturing overheads

• Administrative overheads

• /iBed ca:ital

• 9or


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#0. AD$RT%!%NG MD%A: C8ARCTR%!T%C! OF D%FFRNT MD%A

#. %NTRODUCT%ON

The multitude of advertising vehicles availa;le these days has made it difficult for manyadvertisers to distri;ute their advertising ;udgets. /rom traditional ne=s:a:er advertisingto interactive =e;?;ased advertising, the o::ortunities for advertisers are endless. Ahealthy com;ination of these and other advertising media is ultimately the ;est a::roachto a successful cam:aign.

. N!"A"R!

They are the oldest forms of mass media, and they continue to ;e one of the largest, asmeasured ;y volume of advertising dollars. $ndustry giants, as =ell as the local

convenience stores, use ne=s:a:ers to advertise. "very community has its o=nne=s:a:er.

Advantages o& Ne,s+a+er Advertising

There are a num;er of characteristics for ne=s:a:ers that ma


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loo


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Advantages o& Radio Advertising

1D #adio, li


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influencing human ;ehavior time and time again. 'ut itEs also the


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-. (ou can easily reach targeted audiences. Children can ;e reached during cartoon :rogramming, house=ives during the afternoon soa: o:eras, and insomniacs aftermidnight.

. T! offers the greatest :ossi;ility for creative advertising. 9ith a camera, you canta


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4. OUTDOOR AD$RT%!%NG MD%A

*utdoor advertising is one of the most effective =ays of advertising since timeimmemorial. "ven =ith the invention of modern media, outdoor advertising has attracteda =ider range of audience =hich still ma


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• The advantages of outdoor advertising are the a;ility to com:letely cover a

mar


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• The nature of the =ay you have to ;uy outdoor advertising usually a three month

commitmentD is not conducive to a very short, =ee


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"ye?catchy ads on ;ill;oards reach out to millions of audiences on a day?to?day ;asis.

The use of advertising hoardings is not restricted to ;usinesses alone, loo


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direct mail :ieces increase, the more :ractical it is for you to enlist such an organiFationfor assistance. They also are very good at getting you the lo=est :ostal rates.

Consider using a sel&


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#0. AD$RT%!%NG MD%A !LCT%ON= MD%A "LANN%NG

AND MD%A !C8DUL%NG

#. %NTRODUCT%ON

*ne of the most :otent tools to reach consumers is a media advertising cam:aign. 9hen=ell conceived, a media cam:aign ena;les mar


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of the general :o:ulation are al=ays difficult and accordingly very eB:ensiveD to reachGsince they do not see the main media used ;y advertisers. $ndeed the cost of EcumulativeEcoverage ty:ically follo=s an eB:onential :attern. #eaching 0 :er cent can cost dou;le=hat it costs to reach 50 :er cent, and reaching :er cent can dou;le the cost yet again.The coverage decision is, in :ractice, a ;alance ;et=een the desired coverage and the cost

of achieving it. A large ;udget =ill achieve high coverage, =hereas a smaller ;udget =illlimit the am;itions of the advertiser.

Fre@uen() ? "ven =ith high coverage, ho=ever, it is not sufficient for a mem;er of thetarget audience to have Hust one VO++ortunit) To !ee; 1OT!2 the advertisement. $n termsof the traditional media, it is generally rec


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$n the end, it is the media ;uyers =ho deliver the goodsG ;y negotiating s:ecial deals =iththe media o=ners, and ;uying the ;est :arcels of `slotsE to achieve the ;est cost normallymeasured in terms of the cost :er thousand vie=ers, or :er thousand household`im:ressionsE, or :er thousand im:ressions on the target audience. The ;est cost canalso ;e measured ;y the cost :er lead, in the case of direct res:onse mar


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Though many media :lanners are housed =ithin ad firms, $nitiative 9orld=ide, Carat,7enith*:timedia, Starcom, Mindshare and *M are eBam:les of stand?alone glo;almedia :lanning agencies for general consumer ;rands.

0. MD%A "LANN%NG "ROC!!

Media :lanning can ;e defined as the advertising agency function that involves thedetermination of advertising o;Hectives, advertising strategies, and advertising tacticsrelating to the advertising media to ;e used ;y s:ecific clients. A media :lan includes astatement of o;Hectives, target mar


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9ill the commercials run year?round to ;uild and maintain a=arenessI Are there s:ecificseasons =hen the client needs to ram: u: its mar o& television= radio= +rint and ne,media advertising ,ill rea(* t*e largest segment o& t*e target audien(e 9hats:ecific channels and :rogram times are most li

As stated :reviously, >media miB@ is the :ro:ortion of television, radio, :rint and other forms of advertising used in a :articular cam:aign.

The ;est miB for a :articular cam:aign is a com;ination of the :roduct or service, themar


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and radio, then those elements should have a higher :ro:ortion of the media miB thantelevision.

A media :lanner needs to construct a uantitative defense of his media miBrecommendations. $n fact, this is a good ha;it to form in any case. Media :lanners are

s:ending someone elseEs money. That is a ;ig res:onsi;ility and :lanners need to have thenum;ers to ;ac< u: every decision and recommendation they ma


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Advertisers ;uy much heavier =eight than com:etitors for a relatively shorter :eriod of timeittle =aste since advertising is concentrated during the ;est :urchasing cycle :eriodSeries of commercials a::ear as an unified cam:aign on different media vehicles

/2 "ulsing

6ulsing strategy (om'ines &lig*ting and (ontinuous s(*eduling ;y using a lo= level of advertising all year round =ith :rovision for *eav) advertising during +ea- selling+eriods. 6roduct categories that are sold year round ;ut eB:erience a surge in sales atintermittent :eriods are good eBam:les. /or instance, deodorant s:rays are sold heavilyduring the summer months.

Advantages:

Covers different mar


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Creative considerations

)istorical & com:etitive media utiliFation

"ach is discussed in more de:th ;elo=.

Cost &&i(ien() 1C"M2

Clients =ant and need to get the most value out of their mar


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As =ith tactics, the environment on a :articular media vehicle may ma


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Overall Media !trateg)8 $f the goal is maintaining a ;rand :resence or maintainingmar


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Client "re&eren(es

A client may =ant to maBimiFe its :resence in a certain time :eriod ;ecause of the costefficiency, for eBam:le. Also, a client may =ant to o=n a time :eriod ;y scheduling ones:ot :er day during morning or evening ne=s sho=s, for eBam:le.

8istori(al Levels

A client has advertised at a certain time in the :ast =ith good results, so he =ants tocontinue =ith that strategy. 'e a=are that changes in o;Hectives, the media mar


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1. $%T#*UCT$*%

There are many ty:es of $nternet advertising, most ta


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• 'anner eBchange =here another =e;site dis:lays your ad in eBchange of you

dis:laying for them

• 6ay :u;lisher sites to :ost your ;anner

• 6ay a ;anner net=or< to :ost the ;anner ad on a num;er of :u;lisher sites

. "o+


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5. Ta-eover Ads

!ie=ers visiting the =e;site =ill see a large ad =hen they first come, and then thecontinuity is maintained ;y reiterating the same message throughout the site in the formof ;anners, side ;ars or ;uttons. The a::roach =or


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C"M 1Cost "er %m+ression2 is =here advertisers :ay for eB:osure of their message to as:ecific audience. C6M costs are :riced :er thousand im:ressions.

C"$ 1Cost "er $isitor2 is =here advertisers :ay for the delivery of a Targeted !isitor tothe advertisersO =e;site.

C"C 1Cost "er Cli(- D is also


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legitimately can ;e a highly effective avenue. This mode of direct mar


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The reason this ha::ens is ;ecause, :eo:le that have :roven to sho= interest in a to:ic or :roduct offering similar to the one that you are :romoting, are going to give you a ;etter res:onse, than :urchasing an o:t in list of names of :eo:le that have sho=ed mild interestin your su;Hect matter. (ou can only get lists li


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Ads and mal,are

There is also a class of advertising methods =hich may ;e considered unethical and :erha:s even illegal. These include eBternal a::lications =hich alter system settingssuch as a ;ro=serEs home :ageD, s:a=n :o:?u:s, and insert advertisements into non?

affiliated =e;:ages. Such a::lications are usually la;eled as s+),are or ad,are. Theymay mas< their uestiona;le activities ;y :erforming a sim:le service, such as dis:layingthe =eather or :roviding a search ;ar ;all;ag . Some :rograms are effectively troHans.These a::lications are commonly designed to ma


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#6. MA!UR%NG AD$RT%!%NG FFCT%$N!!

#. AD$RT%!%NG R!ARC8

A ;rand is a com:ound of t=o elements. $t is first of all a :roduct or service that :rovidesfunctional ;enefits rich enough to :ersuade some or sometimes manyD consumers to ;uythe ;rand re:eatedly. $t also has added values, or :sychological ualities and associationsin the minds of these consumersG values that underscore and reinforce their :reference for the ;rand. The manufacturer :rovides the functional ;enefits. The added values aremainly created and ;uilt gradually ;ut ineBora;ly ;y the ;randEs advertising. $t is a fair generaliFation that a ;rand is the Hoint :roduct of a sound and =ell?organiFedmanufacturer and imaginative advertising.

Although the agency =rites the advertising cam:aigns, these are also the concern of theadvertiser. The advertiserEs contri;ution concentrates on the im:ortant managerial tas


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eB:ensive techniue called 6ure Single Source #esearch, a ty:e of investigation that has ;een used in a num;er of countries since the early 10s. The measure of anadvertisementEs short?term effect is mar


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num;er of individual cases are availa;le to demonstrate this :oint. And more recently,aggregated data from Media Mar


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$t is not a hard and fast rule, ;ut normally the a;ove is true. So various com;inations of the elements are given to us and =e try to see as to =hich one is stronger than the other.9e have 2 ty:es of testing for ad co:y ;eing effective8 1. 6re?testing8 This is the test of the co:y ;efore it is given to the media.

. "ost


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#.Consumer ur) test: )ere the ran


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0. Live tele(ast tests: )ere the inaccuracies of artificial testing environment are notencountered. Ads are :ut on air either ;y narro= casting or live telecasting. These ads aretest ads, and not the regular ads. ater, vie=ers are intervie=ed to


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De&ining Advertising Goals &or Measured Advertising Results8 $n ;rief, the goals are8

6ersuade the :ros:ect to visit a sho=room and as< for a demonstration. 'uild u: the morale of the com:anyOs salesforce. /acilitate sales ;y correcting false im:ressions, misinformation and other

o;stacles. Announce a s:ecial reason for ;uying %*9 e.g., saleD. Ma


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#7. AD$RT%!%NG T8%C! AND RGULAT%ON!

#. T8%C! %N AD$RT%!%NG

"ven as a section of the media and :u;lic lam;asted the advertisers and the agencies for the falling short of taste and decency in advertising, such ads raged on and ;ecame anorder of the day. 'rands that are far?fetched from carnality started :ortraying all?consuming lust in their ads. CandieEs shoes ad, for instance, sho=ed a girl sitting in a sin


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to =hat is ;est in the short?run for the com:any. "thics, the advertisers say, is fine for thesecure, ;ut a greater mar related +rodu(ts

$nstead of ma


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/. LARGR FFCT! ON T8 !OC%TY

$alue &ormation

Advertisements res:onsi;le for molding society, material =ants. The ads dis:laying

scantily clad female models commoditiFe =omen. And the deluge of ads that increaseones :ro:ensity of consum:tion ma


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youngsters =ho re:resent the future of our society. The young creative directors =ho ta


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The second form of :uffery is eBaggerations eBtended to the :oint of outright s:oof thatis o;viously not true. A reen iant is o;viously fictitious, and even if he =ere real, he=ouldnOt ;e talclear and cons:icuous@disclosure of the omitted information. *ften the involved information relates todeficiencies or limitations of the :roduct or service relating to matters of health or safety.

Corre(tive Advertising

Corrective advertising reuired advertisers to rectify :ast dece:tion ;y ma


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The im:lementation of the communication o;Hective a::roach to corrective advertising=ill al=ays face difficulties. The :ro;lem of ascertaining ho= mis:erce:tion and itseffect are to ;e measured and the a::ro:riate target level of mis:erce:tion that should ;eo;tained rea::ears in this conteBt. 3udgments on such uestions are reuired to set

communication o;Hectives. *;viously, a Fero mis:erce:tion level is not generallyfeasi;le. (et regulators and the general :u;lic to =hich they must ans=er have difficultyacce:ting realistic standards. A


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$s advertising actually a :o=erful influence or are consumer grou:s actually

eB:loiting it to gain :u;licity and noticea;ilityI Are the messages ;eamed out ;y other entertainment movies, serialsD and ne=s

media T! and :ressD more sensitive to the =orld outsideI $s advertising ;eing singled out for harsh treatment ;ecause itOs the easiest to aim

atI

There is no dou;t that advertising has a strong social res:onsi;ility, inde:endent of its


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Music videos li


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$f the government does ;elieve in the :ursuation :o=er of advertising, it is advised tota


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advertisement for de:osits, the com:any stated that its de:osits =ere >ris< free@. Thedirector general argued that de:osits =ere unsecured and could not ;e >ris< free@ and this=as, therefore, a misre:resentation.

The com:any :ointed to its rating from credit rating agency $C#A td. $C#A had

a=arded Can/in )ousing an >MAA@ rating indicating Nhigh?safetyO.The M#T6C held on A:ril 2, 2002, that as vie=ed ;y the Su:reme Court in acould not ;e resolved ;y merely eBamining =hether the re:resentation iscorrect or incorrect in the literal sense@.

$n anecessary to eBamine =hether there:resentation, com:lained of, contains the element of misleading the ;uyer. oes areasona;le man on reading the advertisement form a ;elief different from =hat the truthisI The :osition =ill have to ;e vie=ed =ith o;Hectivity, in an im:ersonal manner@.

Jee:ing these guidelines in mind the M#T6C held that Can/in )omeOs advertisement=as not an unfair trade :ractice.

The Commission said8 >The intention of the res:ondent does not a::ear to ;e to


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1. Confessions of an Advertising Man'y8 avid *gilvy

15 6A"S

Add2 CAS" STU$"S

Readings in Advertising

Documents