ADVERTISING

"If you don't build it, they won't come." If you don't advertise,
they may not find you.

A.MOHAMMED IMRAN
Lecturer
RKKR SMS, SALEM
imranakbar85@gmail.com
9865938211
 Concept
¤ The word advertising is a Latin word
which means “to turn attention of
people to a specific thing.”
It is a paid publicity.
According to Oxford Dictionary
the word ‘to advertise’ means ‘to make generally or publicly
known’, describe publicly with a view to increasing sales.
¤ Advertising is thus, a
mass communication tool, which is
essentially in paid form by a firm or
an individual and the ultimate purpose of which
is to give information, develop attitudes &
induce action, which are useful to the advertiser.
 Advertising
¤ Presents & upholds the ideas,
commodities & services of a
recognized advertiser, which provides
as a communication link between the
producer & the potential buyers.
¤ Gives the information to the
would-be buyers who are interested
in seeking the information about a
product and the manufacturer.
¤ May be taken as the most efficient
means of reaching people with product information.
¤ Presents a mass persuasion
apart from disseminating
information to the prospective
buyers about the product and
the producer. While creating
awareness and popularity,
it seeks to persuade.
¤ Is a more effective and
extensive and less expensive
way of creating contacts
Definition

¤ Advertising is a form of communication intended to persuade

an audience (viewers, readers or listeners) to purchase or take
some action upon products, ideals, or services. It includes the
name of a product or service and how that product or service
could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand.(Wiki)

¤ Is the paid promotion of goods, services,

companies and ideas by an identified
sponsor.
¤ Advertising usually seeks to find a unique selling proposition
(USP) of any product and communicate that to the user.

¤ The Institute of Practitioners in Advertising defines the term as:

“advertising presents the most persuasive possible selling
message to the right prospects for the product or service at the
lowest possible cost”.

¤ Combination = creativity+ marketing research + economic

media buying.

¤ Advertising may cost a lot of money but that cost is justified if

it works effectively and economically
 Objectives
¤ Is to sell something - a product, a service or an idea.

¤ Real objective is effective communication between goods

and clients and increasing awareness.

¤ Message About Product

¤ Message About Price
¤ Message About Other Promotions
¤ Message About Distribution
 Objectives……..
¤Induce trial ¤Intensify usage

¤ Sustain preference ¤ Confirm imagery

¤ Change habits ¤ Building line acceptance

¤ Break the ice ¤ Build ambience

¤ Generate sales leads ¤Increase awareness

¤ Increase sales
Mathews, Buzzell, Levitt and Frank have listed some
specific objectives of advertising.
¤ To make an immediate sale.
¤ To build primary demand.
¤ To introduce a price deal.
¤ To build brand recognition or brand insistence.
¤ To help salesman by building an awareness of a product
among retailers.
¤ To create a reputation for service, reliability or research
strength.
¤ To increase market share.
 Social Aspects
 Advertising has positive as well as negative, social and
economic impacts on our society.

 Considering advertising as a public welfare is a positive social

impact whereas exposing women as a sex tool comes at the
negative side.
 SOCIAL IMPLICATIONS
1) Targeting Children in Advertising –
Since children are innocent and easy to
influence,advertisements take advantage of
this fact to influence their thinking towards
specific products.(60 per cent of watches,
55 per cent of motorcycles and 35 per cent of music
systems-none of them children's products--were influenced by children)
2) Promotion of Materialism through Advertising –
Given that there are a number of instances
where advertising promotes materialism,
this is a serious social implication of
advertising
 Economic Aspects
 As far as economic factors are concerned, funding for the media
and stimulating an active and competitive economy, are the major
examples.
 Big companies fund and subsidize the commercial media by the
way of advertisements - economic infrastructure
 Negative aspect of advertising - Purchaser has to pay more for
the heavily goods and services
 ECONOMIC IMPLICATIONS
1) Use of Celebrities in Advertising –
Using celebrities in advertising
is one of the biggest ways to lure
the crowd towards any product.
This greatly promotes inequality
in distribution of income.

2) Increases price of products –

The larger the budgets on advertising,
the more will it affect the price per
unit of the products sold in the market.
 LEGAL IMPLICATIONS
1) Use of Sex in Advertisements – Most countries prohibits
underage viewing of Sex. Hence, using Sex in advertisements has
serious legal implication.

2) Use of Comparative Advertising –

We often notice that different products
try to highlight the feature of their product
by comparing it to the features of its rival
product. This is has severe legal implications
and has witnessed one product being
sued by another one in the past.
 Role in Modern World
It creates awareness about the product
People tend to buy goods & services through what they hear
or see
Advertisements should provide right information (the
ingredients, side effects, the purpose, etc.,) to the mass
People have begun to believe what they see
VICKS ACTION 500
It should not deceive people for promoting sales
Promoters should be ethically & morally responsible
 Techniques
¤ Repetition
¤ Bandwagon
¤ Testimonials
¤ Pressure
¤ Appeal to emotion
¤ Association
¤ Advertising slogans
¤ Guerilla advertising
¤ Subliminal messages
¤ Controversy
Forms
¤ posting in forums using your signature link
¤ business cards
¤ gathering an email file of your previous customers
¤ having home parties
¤ magazines
¤ newspapers
¤ directories
¤ online search engines ad
¤ having your own web site and exchanging linking banners
¤ TV and radio spots
¤ billboards
¤ fliers
¤ direct mail
¤ magnetic car signs and bumper stickers
 Ethics
 Telling the truth seems like a pretty basic ethical standard.
The world's best example of truth in advertising may be a
tiny "Help Wanted" ad that appeared in the London papers
in 1900:
"Help Wanted"
"Men wanted for
hazardous journey.
Small wages,
bitter cold,
long months of complete
darkness, constant danger, safe return
doubtful. Honor and recognition in case of
success. Ernest Shackleton."
 Safeguard the interest of buyers at the micro level and the society at
the macro level

 Truthfulness in Advertising

 The Dignity of the Human Person - through its content — what is

advertised, the manner in which it is advertised — and through the
impact it seeks to make upon its audience. Lust, vanity, envy &
greed. Children & young people, the elderly, the poor, the
culturally disadvantaged.
Advertising and Social
Responsibility
Socially responsible Ads
This is the picture by
Nike
showing the strength
of their foot ball but in
reality neither the
footballs are so huge
nor so powerful

It is ethically wrong to
show something that
doesn't exist
 Unethical
 Degrading rival’s product

 Making exaggerated claims

 Affecting cultural values

 Sexual claim

 Misguiding / false information / conceals information

 Ads for reputable companies almost never lie. They have to be
able to prove what they say to their own corporate counsel, the
ad agency's lawyers, the network's approval committees and to
any number of regulating bodies like the FDA and the FTC.
With at least five different government agencies looking over
our shoulder, the cost of being caught cheating is simply too
high.
 Raina, GM (sales & marketing), Dabur India Ltd, claims that his
company withdrew an advertisement for Amla hair oil after their
R&D scientists pointed out that the imagery of leaves falling
from a tree suggested that the product would stop falling hair -
an unsustainable claim
Ban on Tobacco Ads – Cigarette advertisements are
banned from public broadcast television in India and in
all media in Norway, Thailand, Finland and Singapore.
Ingredients & Expiry date –
what is used in the product the mixture,
the manufacturing date as the contents
are chemicals / naturals over period
of time it may combine to form new
things that may be hazardous
 Advertisers say
Generates awareness among the public that which
product is OK or to which they should say NO. In
other words, advertising also acts as an educator in the
sense that it educates people what is GOOD and what
is BAD for them and puts a ceiling on the harmful
products like smoking and drinking etc.
 Advertising can’t do
Create an instant customer base.

Solve your money problems by

producing instant cash.

Cure poor or indifferent customer service.

Create benefits that do not really exist.

Sell products and services that

nobody wants
Ads that Speak
 Top ten brands
Nokia
Colgate
Tata Salt
Pepsodent
Ponds
Lux
Britannia
Dettol
Lifebuoy
Vicks
 Top ten service brands
LIC
Airtel
State Bank of India
Reliance Mobile
BSNL
Tata Indicom
Indian Oil
Hutch/Vodafone
ICICI Bank
Bank of India
 Advertising Agency
Team of experts which services clients (advertisers)
Service business dedicated to creating, planning and handling
advertising (and sometimes other forms of promotion) for its
clients
Is independent from the client & provides an outside point of
view to the effort of selling the client's products or services.
Can also handle overall marketing and branding strategies and
sales promotions for its clients.
Advertiser – Advertising Agency – Media owner
Full service Agencies
Medium Service Agencies
Business - to - Business agencies
ROLES
 Agents acts as Principal
Middle Position
Clients
businesses & corporations, non-profit organizations
and government agencies
 Types
 Limited-Service Advertising Agencies - creation of advertising,
"media-buying services,
 Specialist Advertising Agencies - particular kinds of advertising:
recruitment, help-wanted, medical, classified, industrial, financial,
direct-response, retail, yellow pages, theatrical/entertainment,
investment, travel, and so on.
 In-House Advertising Agencies - advertising services to themselves
at a lower cost
 Interactive agencies - mix of web design/development, search
engine marketing, internet advertising/marketing, or e-business/e-
commerce consulting. The 'digital space' translates to the Internet,
kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and
mobile).
 Cont…
 Search engine agencies hj - pay per click (PPC) and (SEO) search
engine optimization
 Social media agencies - promotion of brands in the various social
media platforms like blogs, social networking sites, Q&A sites,
discussion forums, micro blogs,etc.2 Key services are social media
marketing & online reputation management
 Healthcare communications agencies - strategic communications &
marketing services for the Healthcare and Life Science industries
 Medical education agencies - creating educational content for the
Healthcare and Life Science industries. Promotional education -
education and training materials tied to the promotion of a given
product or therapy
 Continuing medical education - accredited education and training
materials created for continuing physician and medical professional
education.
 Other agencies - Enterprise technology agencies often
work in tandem with advertising agencies to provide a
specialized subset of services offered by some interactive
agencies: Web 2.0 website design and development,
Content management systems, web application
development, and other intuitive technology solutions for
the web, mobile devices and emerging digital platforms.
 The student-run advertising agency model, which mainly
operates out of university classrooms or as a student
groups, provides free advertising services to clients in
exchange for the educational opportunity.
Advertising interns are typically university juniors and
seniors who are genuinely interested in and have an
aptitude for advertising. Internships at advertising
agencies most commonly fall into one of five areas of
expertise: account services, interactive, media, public
relations and traffic.
A LA CARTE Agency – new product launch ,
rejuvenated products, packaging ideas, corporate
identity schemes, sales conference, exhibition
standards, or creative aspects of total advertising
campaign
 Agency departments
 Creative department
 Account services
 Media services
 Production
 Other departments and personnel
 The World of Ad agency

The Advertiser Media Specialist

The Media

Advertising
Agency
Suppliers

Professional Org’s Training

 Advertising campaign
 Series of advertisement messages that share a single idea
and theme which make up an integrated marketing
communication (IMC). Advertising campaigns appear in
different media across a specific time frame.

 The critical part of making an advertising campaign is

determining a champion theme as it sets the tone for the
individual advertisements and other forms of marketing
communications that will be used. The campaign theme is
the central message that will be communicated in the
promotional activities.
Campaign themes - usually developed with the intention
of being used for a substantial period but many of them
are short lived due to factors such as being ineffective or
market conditions and/or competition in the marketplace
and marketing mix.
 Managing the Advertising Campaign
Whether the advertisers opts for an agency or does
by
himself these decisions are to be made :
Setting the Advertising Objective

Setting the Advertising Budget

Selecting Media for Message Delivery

Creating a Message

Evaluating Campaign Results

 Advertising objective
Message about the product – Details about the
product
Message about the price - running short term sales
Message about the other promotion - special sales
promotions
Message about the distribution - let customers know
locations to purchase the product
 Advertising Budget
Percentage of Sales – based on previous year sales,
forecasting sales – Big Cos
What is Affordable – Small companies spend
whenever the funds are available – tight allocation
Best guess – New entrants depend on executive’s
experience for budgets
 Selecting Media for Message Delivery
Characteristics by which different media outlets can be
assessed include the following seven factors:
 Creative Options – to which extent creativity is allowed
 Creative Cost - the expectation of quality for the media
 Market Reach of Media
 Message Placement Cost
 Length of Exposure
 Advertising Clutter - large number of advertisements
 Response Tracking
 Creating an Advertising Message
Things to be considered
 General Message Factors - a) Characteristics of the
Target Audience ;b) Type of Media Used ;c) Product
factors ;d) Overall Advertising Objective
 Message Structure - a) The Appeal [emotional, fearful,
humorous, and sexual] b) Value Proposition [emphasize
the benefits obtained from using the product] c) Slogan
[word or phrase that is repeated across several different
messages]
 Message Testing - presenting advertising messages to
focus groups
 Final step in an advertising campaign - measuring the
results of carrying out the campaign. In most cases the
results measured relate directly to the objectives the
marketer is seeking to achieve with the campaign.
 Consequently, whether a campaign is judged successful is
not always tied to whether product sales have ↑ since the
beginning of the campaign.
 In some cases, such as when the objective is to build
awareness, a successful campaign may be measured in
terms of how many people are now aware of the product.
 10 Ways to Run Advertising Campaign
Your Marketing Plan
Create a Plan of Action
Define Your Advertising Budget
Hunt for Affordable Opportunities
Know Your Target Audience
Advertise in Appropriate Mediums
Don't Be Afraid to Hire Freelancers
Consistency is Key
Frequency
Books
 10 Tips for an Effective Advertising
Campaign
Go after your target audience
Highlight your competitive advantage
Establish an image
You have to spend money to make money.
Advertise in the right places.
Don't allow your budget to run your advertising
campaign.
Diversify
Don't try to be everything to everyone.
Test your ads in advance
Monitor your ads.
 AIDA
Acronym used in marketing that describes a common list
of events that are very often undergone when a person is
selling a product or service:
 A - Attention (Awareness): attract the attention of the customer.
 I - Interest: raise customer interest by focusing on and
demonstrating advantages and benefits (instead of focusing on
features, as in traditional advertising).
 D - Desire: convince customers that they want and desire the
product or service and that it will satisfy their needs.
 A - Action: lead customers towards taking action and/or
purchasing.
 Nowadays some have added another letter to form AIDA(S):
 S - Satisfaction - satisfy the customer so they become a repeat
customer and give referrals to a product.
 Marketing today allows a diversity of products. Using a
system like this, allows a general understanding of how to
target a market effectively. A.I.D.A however is an acronym
that is necessary to learn in marketing.
 Moving from step to step you lose some percent of
prospects. This process is shown as "AIDA Inverted
Triangle" figure. To improve AIDA Inverted Triangle
sometimes it's recommend to split AIDA formula into two
pair of promotional steps:
1) Attention + Interest
2) Desire + Action
Later evolutions of the theory have edited the AIDA
steps. New phases such as conviction (AIDAC) &
satisfaction (AIDAS) have been added.
 One significant modification of the model was its reduction
to three steps (CAB):
Cognition (Awareness or learning)
Affect (Feeling, interest or desire)
Behaviour (Action).
 Along with these developments came a more flexible view
of the order in which the steps are taken, suggesting that
different arrangements of the model might prove more
effective for different consumer-to-product relationships.
Creative Ads
EXERCISES
Exercise -1
Exercise - 2
Exercise - 3
Exercise - 4
Exercise - 5
Exercise - 6
Exercise - 7
Exercise - 8
 Benefits
¤ 3 R's of advertising
These are retaining the loyal customer, reducing lost customers and
recruiting new customers

¤ Reduction in per unit cost

Advertising enables a businessman to increase the sales of the product.

¤ Increase in employment
Advertising increases the sales volume of goods and provides employment
to a large number of workers.

¤ Change in the living habits

An effective advertisement brings about a rapid change in the habits and
attitudes of people.

¤ Elimination of middleman
Advertising awakens interest and provides utility of goods far and wide in
the country.
 Cont….
¤ Acceptance of new products
It introduces new products to the customers.

¤ Virtues of thrift
It has a great educative value. It teaches the people the benefits of thrift and
their responsibility to their dependents.

¤ Institutional management
Advertising helps in building up a favourable image of the country
 Some other benefits are
¤ Sales of entire line of product
¤ Increasing the sales of entire industry
¤ Advantages to consumers
¤ Encourages competition
¤ Social benefits
¤ Information to the customer
¤ Takes care of customers
¤ Improves the sale of product
¤ Alters the attitudes of people
¤ Direct communication
¤ Increase employment
¤ Economic progress
¤ Religious and moral benefits