CHAPTER 1:- INTRODUCTION

Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising involves the process where in a message is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, maga ines, posters, neon and fluorescent signboards, billboards to the commercial on T!, laser shows to inflated high"rise figures and ob#ects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local business to multinational firm and all need to advertise. $hile politicians, social organi ations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Advertising is Communication Advertising sends a message. The advertising campaign, regardless of its scope or si e, portrays the organi ation, products and services, and values. %ach attribute is tested with each new customer the companies ac&uire.

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1.1 Histor o! Advertising

'(th and ')th century" printing developed" advertising expanded to include handbills. '*th century" advertisements in weekly newspapers in %ngland" mainly books + medicines. ',th century" economy expanded advertising grew. '-.'" first advertising agency established by !olney /almer in 0oston, 12A. '-*(" 3. $. Ayer + 2on" the first full service agency in /hiladelphia, 12A.

1." HI#TOR$ O% AD&ERTI#IN' IN INDIA

1(t) Centur 4 5oncrete advertising history begins with classified advertising 4 Ads appear for the first time in print in 6ickey7s Bengal Gazette. India*s !irst ne+s,a,er -+ee./ 0. 4 ',8'" 3ational Advertising 2ervice /r. 9td. 0ombay set up 4 ',8)" :ndian 0roadcasting 5ompany becomes All :ndia ;adio <A:;= 4 ',*- "First television commercial seen 4 ',,>"Marks the beginning of new medium :nternet 4 ',,'" First :ndia"targetted satellite channel, ?ee T! starts broadcast 4 ',,8":ndia7s only advertising school, M:5A <Mudra :nstitute of @

5ommunications Ahmedabad=, is born

1.1 DE%INITION
Advertising: Advertising is a form of communication used to promote products and services of a company primarily to generate sales and secondary to create a brand identity, introduce new products and services, communicating a change in the existing product line. :t also helps in communicating social messages to the masses.

According to the American 2ar.eting Association advertising is defined as AAny paid form of non Bpersonal presentation and promotion of ideas, goods or services by an identified sponsorC.

3atin 4ord: AAD!%;T%;%C " Turning the valuable attention towards the productC. AAny paid form of non personal communication of information about products or ideas by an identified sponsor through the media in an effort to persuade or influence behavior of the people in such a manner as to induce them to buy.C 4)at is advertising5 :t is a message designed to promote a product service or an idea. :ts purpose is to persuade people to buy products or services 0usinesses use advertising to gain new customers and increase sales. Advertising helps shape tastes, habits, attitudes and culture of a country.

AAdvertising can only create awareness + demand but 5A3 3OT sell a product on its own.C 8

1.6 %EATURE# O% AD&ERTI#IN'

1.4.1

Advertising provides information:

The basic purpose of advertising is to provide information about products, goods, services or ideas to perspective buyers. The details of products such as features, uses, prices, benefits, other instructions to be followed while using the product are given in the advertisements.

1.4.2

Advertising is a paid form of communication:

Advertising may be in any convenient form such as sign, symbol, slogan, :llustration or message.

1.4.3

Advertising is a non-personal presentation:

Advertising is non"personal in character as against salesmanship which is personal <face to face communication= in character. :n Advertising, the message is given to all and not to one specific individual. e.g. T.!., radio, etc.

1.4.4

Advertising is an art, science and profession:

:t is an art as it needs creativity for raising its effectiveness. :t is treated as science as it has its principles, rules, etc. Advertising is now treated as profession with its professional bodies and code of conduct for members.

1.4.5

Creativity-the essence of Advertising:

Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity which is the essence of Advertising of the present period.

1.4.

Advertising is for persuasion: Advertising is not only for giving information but also for appealing people to buy a

specific product. :t aims at persuasion of potential customers.

1.4.!

Advertising is target oriented:

:t is possible to make intensive Advertising by selecting a specific market or specific segment of consumers for the purpose of Advertising. This selection of specific market is called target market.

1.4."

Advertising is an important element in mar#eting mi$:

Advertising supports the sales promotion efforts of the manufacturer. :t can make positive contribution in sales promotion provided other elements in the marketing mix are reasonably favorable.

0rand plays an important role in promoting the product or the company, let the advertisement be the best if it wonEt have a particular it wonEt work out in the market.

1.7 %UNCTION# O% AD&ERTI#IN'

Advertising has become an essential marketing activity in the modern era of large"scale production and severe competition in the market. :t performs the following functionsF

1.5.1

%romotion of sales: :t promotes the sale of goods and services by informing people to buy them. A good

advertising campaign helps in winning customers and generating revenues.

1.5.2

&ntroduction of ne' products: :t helps in the introduction of new products in the market. A business enterprise can

introduce itself and its products to the public through advertising. Advertising enables &uick publicity in the market.

1.5.3

(upport to production system: Advertising facilitates large"scale production. The business firm knows that it will be

able to sell on a large scale with the help of advertising. Mass production will reduce the cost of production per unit by making possible the economical use of various factors of production.

1.5.4

&ncreasing standard of living: Advertising educates the people about the products and their uses. :t is advertising

which has helped people in adopting new ways of life and giving up"old habits. :t has contributed a lot towards the betterment of the standard of living of society.

1.5.5

%u)lic image: :t builds up the reputation of the advertiser. Advertising enables a business firm to

communicate its achievements and its efforts to satisfy the customersE needs to the public. This increases the goodwill and reputation of the firm.

1.5.

(upport to media: :t sustains press. Advertising provides an important source of revenue to the

publishers of newspapers and maga ines and the producers of T.!. programmes.

1.8 O9:ECTI&E# ; I2PORTANCE O% AD&ERTI#IN'

'enera/ O<=ectives > Persuade : Ob#ective is to build demand for a particular A0randC of product B Toilet soaps, toothpastes, etc. Remind : After establishing the product B to remind the public about the product B 5oca 5ola, /epsi, 5adburyEs, etc. #,eci!ic O<=ectives > Induce Tria/ : :nduce the customer to try the product " Ariel, !im, 2urf, " any detergent Intensi! Usage : Get another segment to try the product " 5adburyEs by older people #ustain Pre!erence : %stablished 0rands advertise to maintain HMarket 2hareE B 5adburyEs is generic to chocolates Con!irm Image : Of the 0rand in the minds of the customer B3escafe " C)ange Ha<its : 5hange the buying pattern B Dove soap, other cosmetics and beauty creams

9ui/d 3ine o! Acce,tance : Display the entire range of its products " 0ata " formal shoes, sports, slippers, chappals, gum boots, etc. :n short anything in footwear

1.? T$PE# O% AD&ERTI#IN'

1.?.1 C/assi!ied Advertising I 5lassified advertising provides information in a dry matter"of"fact manner. 1seful information about the employment market <situations vacant and situations wanted= about births, deaths, engagements and marriages, about change of names, about accommodation and housing <accommodation available and accommodation wanted=, about the availability of various services such as tuitions, and about various items on sale. I Matrimonial advertising are also a part of classifieds and are fre&uently casteist, racist and sexist. Another type of classifieds is service advertising which focuses on services such as professional training , coaching classes, consultancies, public speaking, hotel, tourism and others. I The approach here is usually more direct and information oriented. !ery little creativity is allowed and creativity is used for complimenting the important factual information J data.

1.?." Consumer Advertising I 5onsumer advertising is the type of advertising readers, listeners and viewers are exposed to most of the times. :t is the type that tends to promote attitude and lifestyles, which praise ac&uisition and consumption at the expense of higher values. I They play on emotions, change real human situations into stereotypes, exploit anxieties and employ techni&ues of direct and indirect persuasion. 1.?.1 Retai/ Advertising Advertising that conveys to the consumers messages about the retailer, its products, its service and its goals. The ob#ective here is to inform reader listener or viewer about ;etailer Offerings /rices 2ervices. ;etail ads primarily look at 2timulating trial, :ncreasing demand, improve availability :ncludes F premiums, Fre&uent buyer programs, coupons 9ong Term goals are to 5reate a positive store image, 2tore /ositioning in Marketplace, /ublic 2ervice 2hort Term focus is to :ncrease sales to current customers, Attract new customers I The ad message is designed based on and inclusive ofF Age of 2tore 2tore location Types of Goods 9evel of competition Market Area 2i e 2upplier 2upport '>

1.?.6 &ira/ 2ar.eting

!iral marketing is a term used to describe the techni&ue used to increase awareness of a certain advertisement through self"replicating processes.

The basic rule about viral marketing is that you only have to think of a way that your advertisement would encourage people to pass it along. This is why this techni&ue is more often called Aword"of"mouth marketingC. $here and what to use for the advertisement is up to you.

1sing the internet as means of marketing is becoming a need nowadays if the goal is to have a cheap advertisement and gain brand awareness in a fast and effective way.

The goal of viral marketing is to make people promote your product in order to increase brand awareness.

:f your target consumer is everybody this techni&ue is used.

/eople are the means and target of these advertisements.

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1.?.7 4e< Advertising $eb advertising is the action of promoting your website using online advertising tools, techni&ues and methods proven to get the results you are looking for.

:t is used simultaneously as online advertising. Online advertising is basically the action of actively promoting your new business. AThe signposting should give a concise and accurate idea of what they can expect to find when they get there with that precious click. $hat happens after that, is another matter. A

T ,es O! 4e< Advertising I 0anners B I <static, animated and interactive=

:nterstitial B <poups and similar pages that interrupt the user=

;ich Media B <Advanced technology, incorporating video, audio, animation and photographs=

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2ponsorships, events and corporate sites Opt"ins B <forms, newsletters push technologies=

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!iral marketing and email campaigns 2pam, and cookies

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1.( THE RO3E O% AD&ERTI#IN'>.

The role the Advertising plan can only be in the context of the Marketing /lan B The Advertising /lan must support and synergise withF I the elements of the Marketing Mix

I and other elements of the 5ommunication Mix 3eed to understand H6ow Advertising $orksE to appreciate the role it plays

STRATEGY PLANNING FOR ADVERTISING

Target market Product Place Promotion Price

Personal Selling

Mass Selling

Sales Promotion

Advertising

Target audience

Kind of advertising

Media types

Indoor

Outdoor
Publicity

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1.@ 'RO4TH O% AD&ERTI#IN' IN INDIA:

Advertising as we understand today has its origin in the early historical period. :t has made steady progress over centuries. :ts need or importance is growing along with the growth and expansion of business activities. Many significant changes have taken place during the process of evolution of advertising. 9ike other countries, advertising has a long history in :ndia. 6owever, advertising was officially recogni ed as a medium of mass communication only in the '-th century. The first newspaper A0%3GA9 GA?%TT%C was published in :ndia in '*->. 0y '*-), there were four weekly newspapers and monthly maga ines published in 5alcutta. Advertising on radio started in :ndia in ',(>Es. Advertising on radio proved to be a powerful medium useful for creating new markets. 5ommercial 0roadcasting has informed and entertained people for more than .> years. :n ',@-, two advertising agencies were started in :ndia. The importance of advertising started increasing only after the 2econd $orld $ar. The Association of Advertising Agencies of :ndia <AAA:= was established in ',.(. The Audit 0ureau of 5irculation <A05= was started in ',.-. T.!. started in :ndia in 2eptember ',(,. :n addition to DD Metro now we also many other channels on television like ?ee T.!., 2TA; /912, 5O9O;2, %T5. cable T.!. and many more such channels for advertising purpose. :ntroduction of satellite T.!. has made a revolution in the advertising field in :ndia. The progress of advertising in terms of &uality, creativity and coverage is extremely fasten :ndia since ',(> due to the introduction of new advertising media. Ample of scope is available for advertising due to industrial growth. '.

7 2s O% AD&ERTI#IN'

1.1A 7 2s O% AD&ERTI#IN'

Message Message generation Message evaluation selection Message e!ecution Social responsibility revie"

Money Mission Sales goals Advertising ob%ectives Factors to consider: Stage in PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability

Measurement Communication impact Sales impact

Media #each$ frequency$ impact Ma%or media types Specific media vehicles Media timing &eographical media allocation

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7 2s O% AD&ERTI#IN' $hile making an Advertising program five Ms should be taken into consideration, they areF 2I##ION: $hat are the Advertising ob#ectivesK 2ONE$: 6ow much can be spentK <Advertising budget= 2E##A'E: $hat message should be sentK 2EDIA: $hat media should be usedK 2EA#URE2ENT: 6ow should the results is evaluatedK

1.11 2EDIA O% AD&ERTI#IN'

There are various types of advertising which are mentioned below B Print AdvertisingF 3ewspapers, Maga ines, 0rochures, Fliers B 9roadcast advertisingF Television, ;adio and the :nternet B Outdoor Advertising: 0illboards, Liosks, Tradeshows and %vents B Covert Advertising: Advertising in Movies B Pu</ic #ervice Advertising: Advertising for 2ocial 5ause B Ce/e<rit Advertising

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CHAPTER ":- AD&ERI#IN' PROCE##

$hen preparing your search proposal, you should take into account that the Alead"inC time needed to place an ad can vary anywhere from days to months depending on the publication. Mou should plan to have your ad approved and an estimate of the cost done at least one month prior to the date when you want the ad to be published. The advertising process for professional staff and faculty positions involves five basic stepsF '. $riting an Ad @. Getting Approval for the Text of the Ad 8. %stimating the 5ost of the Ad .. /lacing Ads + /osting Announcements (. /aying for Ads 2TAG% 0riefing 2tage $O;L /%;FO;M%D AT 2TAG% 0riefing from the client :nternal briefing to the creative and media Any research briefing if re&uired Ad campaign and media plan development :nternal review and finali ation /resentation to client and approvals Any pre"testing if re&uired 0udget and estimate approvals /roduction of film, press ads, collaterals Media 2cheduling and media booking All release approvals for creative + media Material dispatch to media Media release monitoring Any post"testing if re&uired 0illing and collection

5reation 2tage

/roduction 2tage

/ost /roduction 2tage

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PROCE## O% AD&ERTI#IN'

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2ARCETIN' AND PRO2OTION PROCE## 2ODE3

Marketing and /romotions /rocess Model

Marketing Strategy and "nalysis Target Marketing Process Identifying markets Marketing Planning Program #evelopment Target Market Promotion to final buyer

Product decisions

Competitive analysis

Market segmentation Selecting a target market Positioning through marketing strategies

Pricing decisions

Target marketing

Channel of distribution decisions

Promotional decisions advertising direct marketing internet/ interactive marketing sales promotion publicity and public relations personal selling

Promotion to trade Resellers

ltimate customer Consumers !usinesses

Purchase

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"." ACTI&E PARTICIPANT# IN AD&ERTI#IN'

Advertising is a type of collective activity which needs the support and participation of certain individuals or organi ations. They are called active participants in advertising. 2uch participants are calledF '= Advertisers @= Advertising agency 8= Audience .= Advertising media and finally (= The government authorities

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Advertisers:

Advertisers are the individualsJfirmsJorgani ations which desire to advertise their products or services. They support the whole advertising process as they provide finance by paying the advertising charges. They initiate entire advertising process. :t is the advertiser who takes broad decisions about advertising. 6e decides the advertising budget, select the audience, media and agency for the purpose of advertising. 6e is the key participant in the entire advertising activity.

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Advertising agencies:

An advertiser can implement his advertising plan directly through his own sales or advertising department or may transfer the entire responsibility of advertising to a speciali ed professional agency called advertising agency. These agencies provide expert services to their clients that is advertisers. They prepare advertising plan and execute them the same on behalf of their client. An advertiser can transfer his botheration about advertising to such advertising agency. 2uch agencies charge commission of '(N from media owners on the media bills. 2uch agencies offer benefit of their skills and experience to their clients. 6TA, 9intas mudra, %verest, O and M are some leading advertising agencies operating in :ndia.

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Audience:

Advertising is for giving message about goods or services to readers, viewers or listeners. They constitute the audience. :t is for their information and guidance that advertisements are given. An advertiser desires to cover his target audienceJmarket for promoting sales. %fforts are also made to make advertisements attractive and agreeable to the audience. Moreover, waste in advertising is possible when the advertising message is not received or accepted by audience.

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Advertising 2edia :

Advertising media act as a connecting link between the advertiser and the audience. The media act as a channel of communication for giving message to two or more media for advertising purpose. 3ewspaper, maga ine, radio and T.!. are some popular advertising media and are used extensively by advertisers. :n :ndia T.!. advertising is popular but is e&ually costly. The advertising agency guides their clients in the selection of convenient advertising media that is media planning.

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'overnment Aut)orities:

Government authorities act as a one important participant in the advertising field. Government acts as a supervisory authority in the field of advertising. :t makes rules and regulations as regards that use of media for advertising purpose. 2ome advertising media such as radio and T.!. operate directly under the control of central government. @8

".1 I2PACT O% AD&ERTI#IN'

Advertising plays an important role in todayEs competitive business world. :t provides benefits to Manufacturers, ;etailers, 5ustomers, 2alesman and 2ociety as well.

2.3.1

&ntroduces a *e' %roduct:

Advertising is used to introduce a new product in the market. :t helps to compete with establish brands and, thereby, ensures the survival and success of new product.

2.3.2

Creates +emand for %roduct:

Advertising creates demand for the product. Advertising spread information about the product or services and makes consumers aware about it through various mass media which makes positive effect on the mind of the people and create demand for the product.

2.3.3

,$pand -ar#et:

:t helps in expanding local markets, to national level and even to international level. Trading at national and international level is impossible without advertising

2.3.4

Assists %ersonal (elling:

Advertising reaches a prospect before a salesman could. The prospect is well informed through advertising. Makes the salesmanEs #ob easier.

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2.3.5

.uilding .rand &mage:

The purpose of repeat advertisings is to make people more brands conscious. Once good brand image is developed, buyers generally become brand loyal. Money spent on advertising is a long term investment to build brand and company image.

2.3.

/educes the cost of goods: Advertising generates more demand, which leads to large scale production and

distribution. This results in economies in large scale which in turn reduces cost of goods.

2.3.!

%ersuades prospects:

%very competitor makes superior claims of his product. Therefore, a prospect needs to persuade to buy products. 2o, the role of Advertising is not only to inform but also to persuade.

2.3."

,mployment:

Advertising provides employment in the field of advertising to copywriters, models, etc. :t provides indirect employment in society due to large scale production and distribution.

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CHAPTER 1:- RO3E O% AD&ERTI#IN' IN 2ARCETIN'2ID.

Marketing mix refers to advertising combination of four elements of marketing useful for large"scale marketing. 2uch elements areF /roduction, /rice, /lace, and /romotion <. /s=. According to $.O. 2tanton AMarketing mix is the term used to describe the combination of the four inputs which constitute the core of advertising companyEs marketing systemF the product, the price structure, the promotional activities and the distribution systemC

1.1Advertising and e/ements o! mar.eting miE:

3.1.1

Advertising and product:

/roduct is the core element in the marketing mix. The market demand finally depends on the popularity and utility of the product. /opularity again depends on the Puality, benefits and uses of the product. :t is necessary to give publicity to physical and other features of the product. 2uch information needs to be communicated to the prospects through advertising.

3.1.2

Advertising and price:

0uyers are always sensitive about the market price. They shift from one product to the other due to &uality or price. /rice charged should be reasonable. This is necessary for the support and co"operation of consumers.

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Advertising and %lace:

/lace relates to physical distribution which is possible through various channels of distribution. Advertiser has to decide whether to adopt direct or indirect channels of also useful for large"scale distribution. Advertising plays a crucial role to ensure smooth distribution of goods and keep the consumers well"informed.

3.1.4

Advertising and %romotion:

/romotion is perhaps the most important element in the marketing mix. 5ompanies introduce sales promotion campaigns for capturing market. /rice discounts and schemes like buy one, get one free are also offered as sales promotion. !arious sales promotion techni&ues are introduced at the consumer and dealer levels. $indow display, provision of after sales services and coordinal public relations also facilitate sales promotion. Massive advertising is useful to support the sales promotion campaigns.

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CHAPTER 6:- 2EDIA#F2EDIU2 O% AD&ERTI#IN' 6.1 Ne+s,a,ers:

3ewspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses. 3ewspaper brings 7immediacy7 to a communication. 3ewspapers also have the authority of the written word, and are good at presenting detail. As a print medium, the national press suffers from clutter and from the fact that the reader can and does edit ruthlessly to avoid advertising. Advantages

Allows you to reach a huge number of people in a given geographic area Mou have the flexibility in deciding the ad si e and placement within the newspaper Mour ad can be as large as necessary to communicate as much of a story as you care to tell

%xposure to your ad is not limitedQ readers can go back to your message again and again if so desired.

Free help in creating and producing ad copy is usually available Puick turn"around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers7 hands in one to two days.

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Disadvantages

Ad space can be expensive Mour ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors

/oor photo reproduction limits creativity 3ewspapers are a price"oriented mediumQ most ads are for sales %xpect your ad to have a short shelf life, as newspapers are usually read once and then discarded.

Mou may be paying to send your message to a lot of people who will probably never be in the market to buy from you.

3ewspapers are a highly visible medium, so your competitors can &uickly react to your prices

$ith the increasing popularity of the :nternet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper <and hence the print ads= and instead read the online version of the publication.

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Te/evision:

T! has traditionally been the most powerful and popular advertising medium for people in the media business. This is mainly because it does most things well " coverage, fre&uency, image, persuasion, demonstration, impact etc. Traditionally a high"cost medium, the downside with T! is that the audience is now fragmented across many different channels, production costs are extremely high and viewers are increasingly avoiding ad breaks. Advantages

Television permits you to reach large numbers of people on a national or regional level in a short period of time

:ndependent stations and cable offer new opportunities to pinpoint local audiences Television being an image"building and visual medium, it offers the ability to convey your message with sight, sound and motion

Disadvantages

Message is temporary, and may re&uire multiple exposure for the ad to rise above the clutter

Ads on network affiliates are concentrated in local news broadcasts and station breaks /referred ad times are often sold out far in advance 9imited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate

;elatively expensive in terms of creative, production and airtime costs 8>

6.1

Direct 2ai/:

Direct mail, often called direct marketing or direct response marketing, is a marketing techni&ue in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogs or other product literature with ordering opportunitiesQ sales lettersQ and sales letters with brochures. Advantages

Mour advertising message is targeted to those most likely to buy your product or service. Marketing message can be personali ed, thus helping increase positive response. Mour message can be as long as is necessary to fully tell your story. %ffectiveness of response to the campaign can be easily measured. Mou have total control over the presentation of your advertising message. Mour ad campaign is hidden from your competitors until it7s too late for them to react Active involvement " the act of opening the mail and reading it "" can be elicited from the target market.

Disadvantages

2ome people do not like receiving offers in their mail, and throw them immediately without even opening the mail. ;esources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the &uality of your mailing list. 9ong lead times are re&uired for creative printing and mailing /roducing direct mail materials entail the expense of using various professionals " copywriter, artists, photographers, printers, etc. 5an be expensive, depending on your target market, &uality of your list and si e of the campaign. 8'

6.6
Advantages

Radio:

;adio is a universal medium en#oyed by people at one time or another during the day, at home, at work, and even in the car.

The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer.

Gives your business personality through the creation of campaigns using sounds and voices

Free creative help is often available ;ates can generally be negotiated During the past ten years, radio rates have seen less inflation than those for other media

Disadvantages

0ecause radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience

9isteners cannot go back to your ads to go over important points Ads are an interruption in the entertainment. 0ecause of this, a radio ad may re&uire multiple exposure to break through the listener7s Rtune"outR factor and ensure message retention

;adio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention 8@

6.7

2agaGines:

Maga ines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences. Maga ines are useful to advertisers because of the relationship they have with the readers, who consume them in a personal way. They allow targeting by lifestyle and interest group. :n many maga ines the ads are seen as part of the maga ine experience. $eaknesses of maga ines include the fact that lead times can be very long depending on the title7s fre&uency of publication, the high levels of clutter, and the reader7s inclination to simply turn the page. Advantages

Allows for better targeting of audience, as you can choose maga ine publications that cater to your specific audience or whose editorial content speciali es in topics of interest to your audience.

6igh reader involvement means that more attention will be paid to your advertisement 0etter &uality paper permits better color reproduction and full"color ads The smaller page <generally - S by '' inches= permits even small ads to stand out

Disadvantages

9ong lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format.

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2pace and ad layout costs are higher

6.8

Outdoor:

The strength of outdoor advertising lies in its ability to suddenly confront the consumer with an idea or a challenge, in a very public way. 9ike radio, posters also operate within time which people think of as free " typically travelling time.

The weaknesses of outdoor advertising mainly stem from three issuesF it has no editorial context, it uses extremely simple, striking ideas to be effective, and it suffers from relatively expensive production.

As the name sounds, it is the advertising in open"air. :n the past, much of the outdoor advertising consisted of hoardings, posters, billboards and signboards. 3ow there are innovations taking place every month. Today we have a range of media available e.g. transit advertising, mobile bill boards, traffic signals, bus stops, railway stations, airport, subways, phone boxes, coffee tables, traffic barriers, blimp and inflatable, packaging materials, cups, corporate stationary, etc.

There are a number of outdoor advertising choices available. %ateries and hotels commonly make use of highway billboards to steer customers in for a rest or a bite. The automobile and tourism industries account for a very large percentage of billboard revenue. 0us benches often feature outdoor advertising for local businesses, while bus shelters might display a ma#or movie promotion. 0everage companies commonly make use of sporting events and arenas, among other venues, while taxicabs, buses, railways, subways and wall murals offer other forms of outdoor advertising. 8.

6.?$e//o+ Page:
There are several forms of Mellow /ages that you can use to promote and advertise your business. Aside from the traditional Mellow /ages supplied by phone companies, you can also check out speciali ed directories targeted to specific markets <e.g. 6ispanic Mellow /ages, 0lacks, etc.=Q interactive or consumer search databasesQ Audiotex or talking yellow pagesQ :nternet directories containing national, local and regional listingsQ and other services classified as Mellow /ages. Advantages

$ide availability, as mostly everyone uses the Mellow /ages 3on"intrusive Action"oriented, as the audience is actually looking for the ads Ads are reasonably inexpensive ;esponses are easily tracked and measured Fre&uency

Disadvantages

/ages can look cluttered, and your ad can easily get lost in the clutter Mour ad is placed together with all your competitors 9imited creativity in the ads, given the need to follow a pre"determined format Ads slow to reflect market 8(

6.(

Te/emar.eting:

Telephone sales, or telemarketing, are an effective system for introducing a company to a prospect and setting up appointments. Advantages

:t7s easy to prospect and find the right person to talk to. :t7s cost"effective compared to direct sales. ;esults are highly measurable. Mou can get a lot of information across if your script is properly structured. :f outsourcing, set"up cost is minimal :ncreased efficiency since you can reach many more prospects by phone than you can with in"person sales calls. Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects.

Disadvantages

An increasing number of people have become averse to telemarketing. More people are using technology to screen out unwanted callers, particularly telemarketers Government is implementing tougher measures to curb unscrupulous telemarketers 9ots of businesses use telemarketing. :f hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees

8)

:t can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm

:t is most appropriate for high"ticket retail items or professional services.

6.@

#,ecia/t Advertising:

This kind of advertising entails the use of imprinted, useful, or decorative products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for freeQ recipients need not purchase or make a contribution to receive these items. Advantages

Flexibility of use 6igh selectivity factor as these items can be distributed only to the target market. :f done well, target audience may decide to keep the items, hence promoting long retention and constant exposure

Availability of wide range of inexpensive items that can be purchased at a low price. They can create instant awareness. They can generate goodwill in receiver The items can be used to supplement other promotional efforts and media <e.g. distributed during trade shows=.

Disadvantages

Targeting your market is difficult. 8*

This can be an inappropriate medium for some businesses. :t is difficult to find items that are appropriate for certain businesses 9onger lead time in developing the message and promotional product

6.1A
M%D:1M

Pro!i/e O! 2a=or Advertising 2ediums

AD!A3TAG%2 9:M:TAT:O32 lifeQ poor reproduction

3ewspapers FlexibilityQ timelinessQ good local market 2hort coverageQ believability. Television broad acceptanceQ

high &ualityQ small pass along audience.

5ombines sight, sound and motionQ 6igh absolute cost, high clutter, appealing to the sensesQ high attentionQ fleeting exposure, less audience high reach. selectivity

Direct mail

Audience selectivity, flexibility, no ad ;elatively high cost, #unk mail competition within the same medium, image. personali ation.

;adio

Mass

use,

high

geographical

and Audio presentation onlyQ attention exposure. than televisionQ

lower non

demographic selectivityQ low cost.

standardi ed rate structureQ fleeting

Maga ines

6igh

geographical

and

demographic 9ong ad purchase lead timeQ some

selectivityQ credibility and prestigeQ high waste circulationQ no guarantee of &uality reproduction, long lifeQ good pass" position. along readership. Outdoor FlexibilityQ high repeat exposureQ low 9imited costQ low competition. audience selectivityQ

creative limitation. 8-

0rouchers

FlexibilityQ full controlQ can dramati e Overproduction could lead to run message. away costs.

8,

6.11
Market MarketAnalysis Analysis

4)ere does advertising o<=ectives !a// in t)e mar.eting ,/an

Consumer ConsumerAnalysis Analysis Competitive CompetitiveAnalysis Analysis *rand *rand +rgani,ational +rgani,ational#ealities #ealities

Advertising Advertising in in the the Marketing Plan : Marketing Plan: 'he 'he Company(s Company(s overall overall marketing marketing plan determines promotional plan determines promotional ob%ectives ob%ectives and and from from these these ob%ectives$ ob%ectives$ advertising advertising ob%ectives ob%ectives are are derived) derived) Promotion Promotion ob%ectives ob%ectives specify specify "hat is to be accomplished "hat is to be accomplished and and "here "here advertising advertising fits fits in) in) 'he ne!t step is to set 'he ne!t step is to set specific specific ad ad ob%ectives ob%ectives and and goals) goals)

Marketing MarketingPlan Plan Marketing Marketing+b%ectives +b%ectives Sales +b%ectives Sales +b%ectives

Advertising AdvertisingObjectives Objectives

Advertising AdvertisingStrategy Strategy

Advertising AdvertisingTactics Tactics Promotions Promotions

Creative CreativeStrategy Strategy

Media MediaStrategy Strategy

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CHAPTER 7:- AD&ERTI#IN' A'ENC$

7.1

OrganiGation #tructure

The activities within an advertising agency are typically divided into . broad groupsF account managementH t)e creative de,artmentH media <u ingH and researc) . These divisions are usually physically separated, although all four areas work closely together to produce an advertising campaign in its entirety. Account managers usually have daily interaction with a counterpart at the client7s office and coordinate the activities of the other departments according to the client7s wishes. The creative department designs original themes or concepts for ads, while the media department places finished ads within the media in which they will receive the most exposure to a target audience. The research department provides data about consumers to help the agency and the client make informed advertising decisions. ;ecently added to advertising agencies7 roster of services are public relations, direct marketing, and promotional services. Other activities that used to be completed by outside vendors, such as photography and high"tech print work, have been brought in"house in many agencies.

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7."

OR'ANIIATION CHART

Board of Directors

Managing Director

lient Services Director

reative Director

Servicing $roup

Creative $roups "udio %isual &anguage Studio Production

Media Research

'inance / "ccounts !ranches

Secretarial / &egal Personnel

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CHAPTER 8:-CA#E #TUD$

8.1
8.1.1

CA#E #TUD$ O% " PRODUCT 'ROUP#

AD&ERTI#IN' 9$ CAD9UR$ AND AIRTE3:

As we all know CAD9UR$ and AIRTE3 are two different companies for two entirely different product groups, in the market. 5adbury is the FM5G 5ompany whereas Airtel is a leading company in the field of telecommunication. 0oth these companies are different from each other, as both are from entirely different background and manufacture, distribute and sell entirely different products from each other, the purpose behind selecting both these companies in the pro#ect of advertising is that both are leading brands, their products are sell all around the world, successful products, and a goodwill, these all reasons are e&ually important for success of both these companies, and all this is only possible as both these companies are best in marketing their products in proper and a different manner through advertising. Advertising is one of the essential tool of these companies to set a place for their products in the minds of all the people.

.8

8.1."

3O'O# O% CAD9UR$ AND AIRTE3

CAD9UR$ AND AIRTE3 ARE THE T4O CO2PANIE# 4HICH #TOOD IN TOP 7 RANCIN' O% THE 9E#T AD&ERTI#E2ENT# TE3ECA#TED ON TE3E&I#ION The consumers are &uite impressed by both these companies, because of their different way of marketing and advertising. 2ocial advertising, besides FM5G and telecom companies, beat the slowdown blues to emerge as the countryEs top television advertising categories in the first two months of @>>,, as per data collated by media tracking firm TAM Ad%x. Among individual firms, 6industan 1nilever, ;eckitt 0enckiser, Glaxo2mithLline, 0harti Airtel and 5adbury were the top five advertisers by volumes <seconds spent advertising= on T!.

..

8.1.1

CAD9UR$ INDIA:

5adbury is an FM5G 5ompany that is the fast moving consumable goods company, it gives strong competition to all the companies which sell eatable items and mostly chocolates and one among those competitors is 3estle and Amul which also sells chocolates and some other eatable items. 5adbury is ahead from both these companies when advertising is considered, because of which most of its products are a hit in the market among the consumers, but the consumers delight is the Dairy Milk chocolate. Dairy Milk chocolate is the favourite of the consumers among all the other chocolates available in the market. Other than this some more products of 5adbury are /erk, ( 2tar, 0ournvita, Fruit and 3ut, 5elebrations. 5adbury is one company which sells its products and promotes and advertise them as per the demand and liking of the product in the minds of the people and in the market. :t considers all the situations, seasons, likings, behavior of the people to advertise its products. The most important thing which we see in the ads of 5adbury is the theme and the emotion. :n the advertisement of 5adbury dairy milk the theme is to have something sweet whenever it is the time of happiness of celebration, so to have dairy milk to celebrate it, may be when :ndia wins a cricket match or when anybody passes in exam in this the tagline was Apappu pass ho gayaC, or when it is the day of salary. 5urrently the tagline is Akuchh meetha ho #ayeC

.(

$henever we see an ad commercial of 5adbury on television we feel like having a 5adbury dairy milk chocolate at that time, this is the impact of the advertisements of 5adbury. These ads are totally different from other chocolate companies ads and always have a logic or theme behind it for having something sweet which attracts the customers a lot.

8.1.6

AIRTE3:

A:;T%9 as we all know is a well known and a well established company in the field of telecommunication. :t sells sim cards in the market and give tough competition in the market to companies such as 0239, !ODAFO3%, ;%9:A35%, etc. Airtel is having a stable and good place in the market, it is all because of its marketing strategies and different way of promoting its product. The advertisements of Airtel are very well planned and are different as compare to the advertisements of other companies sim cards. /eople are able to relate with these advertisements, mostly having ;.Madhavan and !idya 0alan in them, people loved the ads of airtel in which both these stars acted as they really share a superb chemistry in these advertisements which appealed and impacted a lot on the consumers and it created a strong and a positive impact in the minds of the consumers.

.)

8."

&ODA%ONE

The advertisement should be attractive enough and should leave a positive and a good impact in minds of the people. One of the examples of such advertisement is of &ODA%ONE which really advertise its brand in a different manner which appeals the overall society and which also impacts a lot on all the people.

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8.".1

AD&ERTI#E2ENT O% &ODA%ONE

This advertisement of !odafone was specially created only for telecasting during the :/9 season and for the T@> world cup, these types of 8) advertisements were created and people loved these advertisements a lot, this ad really created a lot of positive impact in minds of all group of consumers, today also people like recalling these advertisements as it was a piece of creativity and something different in the world of advertisements seen till today by all the consumers.

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CHAPTER ?:- O&ERA33 I2PACT O% AD&ERTI#IN':

The advertising is one thing which impacts all, the society on a whole, and the society includes all children, youngsters, adults and even old aged people. The overall impact of advertising can be positive for some people and some consider only the negative aspect of the advertisement, it depends from person to person, every person thinks differently for every other advertisement some ads may appeal to some people and some may not appeal to those people, it depends on their perception and thinking about a particular product. The advertisement of a product should be such which appeals all from child to a adult including the youngsters, may be the target audience be different for different products but no one should feel inferior after seeing the advertisement or it should not highlight the negative aspect of any group of persons, this also plays important role in brand building of a particular product, success of the product and the image of the company.

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CHAPTER (:- %INDIN' AND #O3UTION

(.1

%INDIN':

(.1.1

Cost/ %unctions:

The strong ob#ection and arguments against the advertising is that it is a costly function. :t is generally critici ed that the cost of advertising to too high and that such high cost is covered by the selling price of the advertising goods. Advertisement is considered as an indirect cost which is added in the distribution expenses. $hen expenses are to be increased, the selling price of the products will also be enhanced. :t is true factor because large advertisers spend thousand of ;upees for advertising in a week. :n one study it is found that advertising cost exceeded )N of sales. :t means that consumers will have to pay higher prices of the advertised products. 0ut if the goods were not advertised the cost of advertisement cannot become burden on the consumer. Thus the unbalanced advertising may cause certain goods to cost the consumers more than they should. 2o it is regarded as an economic waste.

(.1."

Encourage mono,o/

Advertisement restricts the competition among the products. 0ig industrialists and manufacturers may exercise their monopolistic control over the market with the help of advertisement techni&ue which is always against the public interest.

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(.1.1

Hig) ,rices

:t is undoubtedly true that effective advertising increase the sales volume. This increased sale will re&uire more products. Thus the large scale production brings down the cost of goods per unit due to economies in various sectors which reduces the consumes selling prices. 0ut the producers do not lower the prices and the burden of advertising remains on the shoulders of consumers.

(.1.6

Disconnection o! <usiness

2mall firms cannot properly advertise their products due to limited resources. 0ut on the other side entire market is controlled over by great advertisers. :t becomes impossible for small firms to continue their business in the business field so small firms disappear form the market.

(.1.7

In!/uences ,urc)asing ,o+er

Advertising goods are generally available in the market at high prices which influence the purchasing power of the consumers. 2o some people use foul means to increase their income for the purpose of meeting their necessities of life. Thus unnecessary advertising creates the corruption in the society.

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(.1.8

9u ing ,ro</ems

There are numerous similar types of products which are advertised in the market. 0ut producers lay great emphasis on minor differences in the formula or techni&ue of advertised goods. For example there are many brands of advertised 2having 5reams which perform the same function. 0ut is has become impossible for the average buyer to #udge with any certainly the &uality of the hundreds of articles he buys.

(.1.?

2isce//aneous o<=ection

o o

:nferior &uality of goods are introduced in the market to deceive the consumers. The new firm having limited resources cannot compete with a already established big firms, with the help of advertising.

A large firm can divert demand from one product to another with the help of advertisement.

o o

5onsumerEs choice is greatly in#ured by the advertisement. As advertising is a comparatively new art so certain media of advertisement is ineffective and inefficient than it could be.

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(."

#O3UTION

(.".1

4HAT I# THE PER%ECT AD&ERTI#IN' NEEDED5

After doing the study on advertising, : think that the perfect advertising is the advertising which should atleast contains the following things after planning and doing research on the customer preferenceF" (.".1.1 :ing/e and signature tune: -

Oingles are like a song therefore it is more likeable by :ndians. :t is easy to remember the product which has #ingle in its advertising and it sounds nice. Most of advertisings that have signature tunes are successful in the market so it is useful. And also signature tunes are now used as a ring tones which makes other people also aware about the product. <Oingle" 5adbury and signature tune"Airtel= (.".1." Use di!!erent modes o! advertising: -

1sing different modes of advertising makes chances of aware of products in a large scale. Modes like online, T! serials and show, billboards, standard newspaper, maga ines, word of mouth, etc give a desired publicity to a product. More use of modes may increase initial cost but it gives good return to new product. (.".1.1 3ocation:-

:f advertising has to be made within the home than its condition should well enough because its reflect the company image. :ts environment should look comfortable. :f the advertising has to shoots at outdoor then city or foreign frames is a good option because it gives advertising a rich business culture and in many country it is cheap to do advertising because of tax break <0angkok, /rague, Dubai, etc=. (8

(.".1.6

Advertising in s,orts:-

The F:FA and the 5ricket are the medium through which the millions of people are connected to the advertising. The advertising shown at the time of :ndia and Australia match has a same effect as the advertising shown during F:FA. :n :ndia cricket is much liked as compared to other sports so it is to be used for promotion. <Ford fiesta"MOM, 3ike, etc.= (.".1.7 9rand am<assador:-

2hahrukh, Amitabh, Aishwarya, Aamir, 2achin, Dravid, 2ania, Dhoni and Oohn are the brand ambassadors who are popular and make the product sale through their advertising. The personality other than this had not make good effect on their own. The survey by TAM Media says that this above mentioned personality has a good effect not only on men but also on women and kids. :n the /romo 2urvey @>>), which analysed buying behaviour, said (@N of respondents or consumers think that celebrities make brands popular. .>N changed their buying behaviour based on the celebrity endorsement. (@N customers believe that a brand should always have a brand ambassador. (.".1.8 Innovation in advertising:-

Advertising should also be published through innovative media like outdoor campaign, advertisings in the serials and show <Lit Lat=, use of that product in a movie <!irudh"5alcium 2ando , 0ournvita"Loi mil gaya, Motorola"Don, etc=, streets play <Airtel=, give advertising on the another product <Hrang de basantiE printed on the coke bottles=, advertise through 2M2 or Free /romos, neon, etc because it attract the target people at cheaper cost.

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(.".1.?

Di!!erent advertising !or rura/ areas:-

;ural people are more attentive towards the advertisings which are non"traditional. The word of mouth particularly by the main person in that particular area is one of the best methods in rural areas. Many company had use different strategies for expanding their market in rural <Mortein, Asian paints, Fevicol, 5adbury, etc= (.".1.( Animation or icon:-

Animation in advertisings has given a positive response to an advertising industry. Many advertising with an animation character or icon are known on the basis of animation character or icon <%veready" Hbilli chaapE, %nergi er"HbunnyE, 2crat in 6orlicks etc.= (.".1.@ Co/our t)eme:-

A particular colour should be used as a theme for the product so that whenever a person see that colour he get a click in his mind about the product feature <scooty " pink, bike" black fear, etc.=. (.".1.1A Di!!erent advertisings !or di!!erent regions:-

The advertising shown in south and west should be with their culture and with rocking sound, whereas the advertising in north and east should be of soft theme. :n south their local hero should be used and in north and west bollywood star should be used and in east tellywood star should be taken.

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CHAPTER (:- CONC3U#ION

:n todays competitive and a globalised economy the need and importance of advertising is increasing day by day, as the development in all fields is taking place rapidly. Advertising is really a very interesting and a very important topic related to marketing as marketing depends a lot on advertising. Advertising helps the advertiser to communicate the message to the consumer in a proper manner. %veryone needs advertising for promoting its products or services in this competitive market. Advertising acts a tool for the companies to inform the consumers about the latest product in the market and also to give reminder to the consumers for already existing products in the market. Advertising is useful for both the advertiser and the consumer, as the companies boost their sales through it and consumer get the knowledge of the product or service in the market. Advertising has really changed from past to present, today advertising is done in a totally different and in an extra ordinary manner from the previous years, its appeal and impact is more as compare to past, this is because of globali ation and development and in future we may see more different type of advertising as compare to todayEs advertising.

()

:n todays :ndia which is fast moving + dynamic, peopleEs wants, need and desires are changingQ itEs very important to know them and give them what they want. This is the main ob#ective of advertising where ad agency plays ma#or role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers. Ad agencies are playing an important role in shaping present and future of not #ust selected brand but of entire company.

There is no one "" sure"fire "" best way to advertise your product or service. :t is important to explore the various advertising media and select those which will most effectively convey your message to your customers in a cost"efficient manner. remember, advertising is an investment in the future of your business. Always

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9i</iogra,) ; 4e</iogra,

.oo#s AD!%;T:2:3G MA3AG%M%3T 5oncepts and 5ases by Manendra Mohan Advertising Management by 0. 2. ;athor OG:9!M O3 AD!%;T:2:3G by David Ogilvy . /s 0usiness + Marketing %conomic Times

0e)sites

www.magindia.com www.google.com www.agencyfa&s.com www.adage.com httpFJJen.wikipedia.orgJwiki www.aaaindia.org

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