COURSE MATERIAL

Program : BBA INDUSTRY INTEGRATED Semester :V

Course : ADVERTISING Course Code : B18BB5312
Unit. No. :2
Unit Title : MEDIA DECISIONS & DEVELOPMENT
Course Presenter: PROF. ABHISHEK DUTTAGUPTA
Course Mentor: PROF. JOHN PRAVIN & PROF. RAGHAVENDRA KUMAR SINGH

ADVERTISING MEDIA
Advertising media refers to the various media channels through which advertising is done.
Advertising media is used for showcasing promotional content which communicated in various forms
such as text, speech, images, videos using TV, radio, online, outdoor etc. Basically they are channels
through which companies can advertise their products and services to reach to customers. Advertising
media has become common need of every business organization today, and without advertising
media, nobody can think about to survive in the market. There is no doubt about it that “Advertising”
is a great force of promotions now regarded as an effective and profitable investment.
A firm which has to spend money, takes a proper care in planning expenditure on advertising. It can
be define as “A medium which are most effective for inducing the people to purchase its good or
services is known as advertising media”.

TYPES OF ADVERTISING MEDIA

Advertising media is an important domain in business and advertising. With the passage of time, there
have been several ways in which ads are being showcased and can be communicated to customers.
There are different types of advertising media present. Depending upon various parameters like
budget, reach, customer preferences etc companies can choose the required advertising media and
help boost their brand. Some of the most important types of advertising media are:

1. Broadcast media- TV and radio are two of the most important advertising media known as
broadcast media.
Television- Televisions have become a very important tool to advertise for companies. Companies
can targets serials, reality shows, sports events, live events etc which are showcased on TV's and
understand the demographics of the people watching the TV. TV channels are anyways classified as
news, sports, knowledge, entertainment, movies, kids etc. This helps advertisers to pick and choose
the channel. Thus TV is one of the most widely used advertising media in the world. Advertising slots
are sold by broadcasting companies and channels based in popularity of TV shows, TRPs etc.
Radio- As a tool for marketing and advertising, radio is the most cost effective tool which a customer
can have. Since radios have are high penetration and are easy for customers to buy, they are a good
tool for advertising. Radios enable companies to reach out to a wide range of customers. Since radio
cater to the needs of a particular city or region, it is a good way to advertise based on customers
selected from geographic segmentation. Thus, radio is one of the most effective tools as advertising
media.
Television:

Advantages: Disadvantages:
• High reach • Greater clutter
• High frequency • Low recall due to
potential clutter
• Low cost per contact • Channel surfing during
• High intrusion value commercial
• Quality creative • Short amount of copy
opportunities • High cost per ad
• Segmentation  
possibilities through  
cable outlets  

Radio:

Advantages: Disadvantages:
• Recall promoted • Short exposure time
• Narrower target market • Low attention
• Few chances to reach
• Ads with music national audiences
• High segmentation
potential • Information overload
• Flexibility in making news
ad
• Able to modify ads with
local condition  
• Mobile  

2. Print Media: Advertising media like newspapers, magazines, leaflets, brochures, billboards,
signages, direct mail and other print publications come under print media. With the massive reach of
print media, it became a popular tool for advertising. Print media caters to a regional audience and is
published in different languages. Hence, print media can cater to a niche audience as compared to
broadcast advertising media tools like TV or radio.

Newspaper
Advantages: Disadvantages:
• High coverage • Short life
• Low cost • Only visual
• Short lead time for placing ads • Clutter
• Ads can be placed in interest
sections • Poor reproduction quality
• Timely or current ads • Selective reader exposure
• Low attention getting
• Can be used for coupons capability
Magazine
 Advantages: Disadvantages:
• Segmentation potential • Only visual
• Long lead time for ad
• High information content
placement
• Longer life • Lack of flexibility
• Compatible editorial
Environment
• Multiple readers
• Quality reproduction

3. Outdoor Media: Another popular form of advertising is using outdoor hoardings, billboards, OOH
(out of home) media etc. Outdoor advertising it basically useful in capturing those customers who are
travelling from one place to another. This gives an opportunity to companies to use outdoor
advertising media to create brand awareness by putting large bill boards and hoardings above
buildings, near streets etc to give maximum visibility.

Advantages: Disadvantages:
• Able to select key geographic areas • Short exposure time
• Accessible for local ad • Brief message
• Low cost per impression • Little segmentation possible
• Broad reach • Cluttered travel routes
• High frequency on major commuter
routes  
• Large and spectacular  

4. Mobile: With the increasing penetration and usage of mobile phones, mobile advertising has
become a critical aspect for every business. Mobile as an advertising media helps to reach out to
customer by promoting messages through SMS, social media chat groups etc. Online and mobile
media are also overlapping at times as websites can be accessible both through desktop, laptop and
smartphones.
5. Specialty Media: These consist of items that are given away to the consumer on which the name of
the company or brand is printed so that more people get to know about it. For example- carry bags,
membership cards, free merchandise like caps or bags, etc. These type of advertising media are more
niche and have a narrow reach as compared to the above mentioned media.
6. Alternative Media: Alternative or non-traditional advertising refers to just about anything you can
put your brand and message on. Any outdoor media that does not fall into the categories of billboards,
street furniture, or transit, can be considered alternative. From Guerilla marketing and brand
ambassadors to gas pump toppers and ad balloons, the possibilities are vast and continue to emerge.
7. Online (Internet) Media: With the tremendous growth in the market in recent times, most of the
advertisers think it is far more beneficial than other advertising media because of its extensive reach.
Since there are more than millions and billions of internet user online and the number is growing
immensely and that’s something which is causing brands to spend more and more of their budget by
every passing year. As an unbeatable advertising media, the internet provides the advertisers with a
large number of advertising options like emails, banners, posters, blogs, magazines, forums, e-
newspapers, websites and much more. Moreover, targeting a particular group of people is a lot easier
when one chooses to go forward with the internet as its advertising base. Furthermore, tracking the
subscriber response is just like a child’s play in the realm of online advertising.

Advantages:
• Creative possibilities
• Short lead time
• Simplicity of segmentation
• High audience interest
• Easier to measure the
response
Disadvantages:
• Difficult procedure to place ads and buy
time
• Only the computer owner
• Short life span
• Hard to retain interest of surfers
 

8. Interactive Media: Interactive media refers to digital media that depends on the customer’s
participation. This digital media is usually a mixture of computerised elements such as moving
graphics, digital text and sound. In our technology driven world interactive media surrounds
everything we do. If you unlock your phone interactive media is likely to be the first thing you see on
your screen. Your go-to gaming app is the perfect example of interactive media at your fingertips –
app developers combine exciting moving images with digital environments and complementary
backing tracks to provide a captivating interactive experience.

Advantages: Disadvantages:
• Decreases the losses
associated with poorly
coordinated advertising • Requires more participation from users than advertisers
• Reduces the difficulties
commonly encountered in
clearly communicating an
advertising message  
• Helps overcome new product
hurdles, such as a consumer
rejection.  

FACTORS INFLUENCING MEDIA CHOICE

Objectives of the Firm: Company’s general and advertising objectives are the prime considerations in
media selection. Those media capable to meet company’s expectations are likely to be selected.
Advertising objectives may be to inform, remind, convince, create prestige, or to increase sales and
profits. Different media have varying capacity to meet these objectives.
Costs Media and Company’s Financial Position: Media selection decision is highly influenced by
media costs and firm’s ability to pay. Company has to pay for buying space or time and preparing
advertising copy fit for the media to be selected. TV, radio, films are costly in terms of buying time
and preparing advertising copy. Print media are relatively cheaper in both space and preparation of
advertising message. Some outdoor media are quite low in cost. As per media costs and company’s
financial capacity, the appropriate media should be selected.
Reach or Number of People Exposed to the Message: It is an important criterion to choose among ad
media. Reach means the number of different people exposed to a particular medium at least once
during a specified time period. Mass media are capable to reach millions of people by just one
exposure. Television has more exposure capacity compared to outdoor media in a particular time.
Local media can expose the message to limited persons.
Company’s Advertising Policy and Approach: Company’s advertising policy and approach determine
which of the media should be selected. For example, if company’s policy is not to spend more money
for advertisement and to offer the product at a low price, it may go for cheaper media.
Type of Buyers: People to be influenced should be taken into account while selecting the media.
Buyers can be classified into various classes as discussed in market segmentation. Each medium has
its special viewers, readers, or audience. For the firm, it is important to know whether the target
groups can be exposed by the particular medium. Television is the most common medium, but can be
made more particular by selecting the special programme. Magazines are capable to appeal particular
gender, age groups, or professionals. Daily newspapers are again very general in nature.
Condition under which Customers are Influenced: Readers’/viewers’ mood and interest determine
receptivity of message. Television is the best-fit medium to associate advertising message when
people are watching or enjoying related programmes. For example, advertising TVS Victor motorbike
on television during the live telecast of the TVS Cup One-day Series. However, it is difficult to
determine mood or interest of readers for daily newspapers. It is relatively easy to determine mood of
people during a specific programme in radio or television.
Circulation / Coverage: The area covered by (or number of people exposed to) the medium is an
important criterion. Some media are capable to cover the globe while some can cover only the limited
locality. For example, the local newspapers cover limited areas, the national newspapers like The
Time of India and The Economic Times cover the whole nation. Similarly, certain magazines have
national and international circulation. And, the same is true with audio-visual and outdoor media. As
per geographical concentration of customers, the suitable media should be selected.
Repetition or Frequency: Repetition or frequency implies the number of times within specific time
period an average person is exposed to the message by specific medium. Most of the outdoor media
hold the message for relatively long time. Magazines or periodicals publish monthly or quarterly;
mostly they publish advertisements only in a particular edition. The more is the repetition of
advertising message, the more is the effect of the medium on people. Naturally, advertisement appears
frequently is more likely to read or attend than if it appears only once. However, repetition in case of
newspapers, TV, radio, etc., depends on company’s ability to pay.
Credibility and Image of Media: In case of newspapers and magazines, the factor is critical. Naturally,
advertising message appears in the reputed newspapers or magazines carry heavy impression and
effect than substandard media. People don’t trust the appeal published in the lower standard media.
Prestige of media becomes the prestige of advertiser. Firms opt for credible or prestigious media to
carry the advertising message.
Past Experience: Company’s own past experience may be instrumental to decide on advertising
media. For example, if company has satisfactory experience of using a particular medium, there are
more chances to use the same medium and vice versa.
Experience Of Other Companies: Experience of other companies is one of the important
considerations in media selection. Company may try to know what other companies say about
applicability and usefulness of various media. Views of other companies must be followed with care
and caution.
Expert Opinion: Marketing experts or consultants who work on professional basis can be consulted to
suggest an appropriate medium to carry the message. These experts, on the basis of analysis of market
situations in relation to products to be advertised, can recommend the suitable media. Since they have
experience and expertise in the field, they are in better position to judge the suitability of each of the
media in relation to product and company’s financial position. They charge fees for their consultancy
services.
Type of Advertising Message: Each advertising message needs specific advertising vehicle. If a
message is simple, print media are sufficient. If a message is complicated, and the company wants to
demonstrate and explain, audio-visual media suit the needs.

MEDIA SELECTION
Right media of advertisement will enable the advertiser to deliver the message effectively to the
intended markets or prospects. The selection of a media is very important. It will influence the impact
and cost of advertising. The target audience should also be identified. An advertising campaign cannot
contribute to success unless the target audience is exposed to it.The purpose of media selection is to
transmit the message of advertising to the target audience effectively and economically. The selection
of media involves the selection of a particular source or vehicle of advertisement and its utilisation
over a period of time.

MEDIA SELECTION CONSIDERATIONS

 The financial allocation for advertising.

 The nature of the product and the demand for it.
 The type of the prospects, their location and other characteristics.
 The nature of competition and the extent of coverage required.
 Cost of media, co-operation and promotional aids offered by media, media circulation.
The selection of a media is very important. It will influence the impact and cost of advertising. The
questions like- (a) what to communicate (b) to whom to communicate and (c) how to communicate
should be answered properly. The object of advertising is to increase the volume of sales and
establishment of a brand name. Creating goodwill for the manufacturer may be the other objective.
The target audience should also be identified. The buying preferences of buyers, when and from
where do they purchase, the strengths and weaknesses of products as compared to those of
competitors should also be considered while selecting the audience to be approached. After selecting
the message and the audience, efforts should be made to adjust these variables in such a way that it
makes the greatest possible impact.
MEDIA SCHEDULING
Media scheduling is one of the important decisions in advertising programme. Company should
carefully decide on media timing for a maximum market response. Media scheduling is simply a time-
table showing:
1. The time decision – when to advertise,
2. The duration/space decision – how much to advertise each time, and
3. The frequency to advertise the message through different media – how many times in a year (or
specified time period) the message should be advertised in each of the media.

However, the first decision, i.e., time decision, is more relevant to media scheduling. Media
scheduling calls for consideration of various factors to arrive at appropriate media timing. The
decision is vital due to the fact that demand is subject to vary as per cyclical trend and/or seasons. To
realize the maximum benefits of advertising costs, the most effective time is selected. Those
executives or experts responsible to carry out advertising activities take a media scheduling decision.

TYPES OF SCHEDULING
The advertiser has to consider two types of media scheduling problems:
Macro-scheduling:
The macro-scheduling involves allocating advertising expenditure and frequency
(repetition/reproduction of message) in relation to season or broad picture of business cycle. The
macro-scheduling problem concerns with how to schedule advertising in relation to seasonal and
business cycle trends. The broad picture of seasonal and/or cyclical trend is considered. This is due to
the fact that the demand is fluctuated as per seasons and/or business cycle. Therefore, it is desirable to
vary advertising expenditures to follow seasonal patterns. Company, as per its calculation, can spend
more or less during the season or particular phase of business cycle. According to experts, advertising
does not have immediate impact on consumer awareness, sales, or profits. So, one should study
relationship between:
(1) Timing of advertising and consumer awareness,
(2) Consumer awareness and impact on sales, and
(3) Sales and advertising expenditure.
Micro-scheduling:
The micro-scheduling problem concerns with allocating advertising expenditure and frequency within
a short period to obtain the maximum response or impact. In other words, the problem deals with how
to distribute advertising expenditure within the given time. For example, a company has decided to
advertise specific message 60 times (that requires approximately Rs. 500000) through daily regional
newspapers in a year. Now the question is to decide on which days/weeks/months/seasons the 60
times advertisement is to be allocated. Similarly, the same issue is related to radio or television spots.
SCHEDULING STRATEGIES
1. Continuous Advertising:
This scheduling involves advertising the message evenly throughout a given period. For example, if
company wants 48 television/radio spots, it will advertise 4 times in a month or once in a week, or on
every Monday.

2. Concentrated Advertising:
This scheduling involves giving all the advertisement in a single period. Thus, the concentrated
advertising means to spend the entire advertising budget within one flight. It is applicable when
product is sold in one season, event, festival or holiday. For example, the company advertises 48 spots
within four days during Diwali festivals, 12 times a day.

3. Fighting Advertising:
This scheduling involves giving advertisement at specific intervals. Company advertises for some
period, followed by break of no advertisement, followed by the second flight of advertisement and
likewise. Company with seasonal, cyclical, or infrequently purchase products follows such
scheduling. Company with a limited fund prefers to advertise during a specific season or festival only.

4. Pulsing Advertising:
This scheduling is the combination of both continuous and fighting advertisements. It includes
continuous advertising at low-weight level, reinforced periodically by waves of heavier activity. In
other words, the company spends certain portion of advertising fund for continuous advertising, and
the remaining fund for fighting advertisement. For example, the company may advertise once in a day
with a brief advertisement message. And, its detail advertisement appears for a week regularly after
every three months. This timing is preferred by the financially sound companies.
FACTORS AFFECTING MEDIA SCHEDULING
The allocation of advertising expenditure/frequency over time depends on advertising objectives,
nature of product, type of target customers, distribution channel, and other relevant marketing factors.
But, mostly, following five factors are considered to decide on the timing pattern.
1. Buyer Turnover: It shows the rate at which new buyers enter the market. The rule is, the higher the
rate of buyer turnover, the more continuous the advertisement should be.
2. Purchase Frequency: It shows the number of times during the specific period that the average buyer
buys the product. The common rule is, the higher the purchase frequency, the more continuous the
advertisement should be.
3. Forgetting Rate: It shows the rate at which the buyer forgets the brand. The rule is, the higher the
forgetting rate, the more continuous the advertisement should be.
4. Financial Condition of Company: It shows an ability of a company to spend for advertisement. The
rule is, the more is the ability to spend, the more continuous the advertisement will be.
5. Level of Competition: Company facing a severe market competition will opt for more continuous
advertisement through multiple media. The rule is, the more is the intensity of competition, the higher
the frequency of advertisement will be.

ADVERTISING CREATIVITY
Advertising: the activity of attracting public attention to a product or business; The business of
designing and writing advertisements. Creativity: ability to generate fresh, unique and appropriate
ideas to solve any problems. Creativity in advertising fulfils psychological, marketing and corporate
requirement of the consumers. Creative advertising adds new perceptions and enjoyment of the
product. It’s Not Creative Unless It Sells. Creative means dramatically showing how a product fulfils
a consumer need. It can be as simple as casting the right actor or character for a brand. A unique
demonstration of product superiority is creative. If it doesn’t motivate the consumer to do something
or stimulate some part of the brain, then it doesn’t work. Creative Strategy - Determining what the
advertising message will say or communicate. Creative Tactics - Determining how the message
strategy will be executed. Creativity in advertising does not exist in a vacuum. Productive originality
and imagination are useful in all areas, even those that relate to such typically managerial tasks as the
planning and organisation of advertising departments, and the establishment of controls.

CREATIVE PROCESS MODEL

The creative process is not a scientific process; rather it evolves from insight or inspiration.
Nonetheless creativity in advertising must not only produce unique and interesting results, it must also
produce useful solutions to real problems.
English sociologist Graham Walls outlined the four steps in creative process as follows:
Step-I: Preparation: Gathering background information needed to solve the problem through research
and study.
Step-II: Incubation: Getting away and letting ideas develop.
Step-III: Illumination: Seeing the light or solution.
Step-IV: Verification: Studying the idea to see if it still looks good or solves the problem, then
shaping the idea to practical usefulness. Refining and polish.

ELEMENTS OF ADVERTISING CREATIVITY

Imagination: It is the ability to produce and simulate novel objects, peoples and ideas in the mind
without any immediate input of the senses. Imagination is a cognitive process used in mental
functioning and sometimes used in conjunction with psychological imagery. It is considered as such
because it involves thinking about possibilities.
Inventiveness: Invention is often a creative process. An open and curious mind allows an inventor to
see beyond what is known. Seeing a new possibility, connection or relationship can spark an
invention. Inventive thinking frequently involves combining concepts or elements from different
realms that would not normally be put together.
Inspiration: Inspiration is a feeling of enthusiasm you get from someone or something, that gives you
new and creative ideas. If something or someone is the inspiration for a particular book, work of art,
or action, they are the source of the ideas in it or act as a model for it.

ADVERTISING APPEAL
Advertising appeals are communication strategies that marketing and advertising professionals use to
grab attention and persuade people to buy or act. In rhetorical theory, the idea of an “appeal” dates
back to Aristotle, who identified the three main appeals of communication (also known as the
rhetorical triangle): ethos, pathos, and logos, or, in modern language, credibility, emotion, and logic.
The idea was that, if you can establish yourself as credible (ethos), for example, you are more likely to
persuade people. Likewise, if you tugged on your audience’s heartstrings (hit their emotions, pathos)
or presented a logical argument (logos), you could persuade people to act. In other words, you (or
your communication) appealed to people because you were credible, you affected their emotions, or
you made logical sense.
The main two types of advertising appeals are:
1. Emotional Advertising Appeals
2. Rational Advertising Appeals
Emotional Advertising Appeals

Appealing to your audience's emotions can be achieved through strong imagery, impactful text or
powerful music. An emotional advertising appeal depends more on feelings and perceptions than
logic or reason to provoke action.

1. Personal Appeal

This print ad by Gillette not only uses mixed media to catch attention
(spy those sandpaper swatches incorporated into the ad), but also appeals to personal concerns of
fathers. The ad states that research shows how important skin-to-skin contact is for infants, and
questions what kind of razor-smooth finish they want to share. While the ad is directed at new fathers,
those without children will still understand the message.

2. Social Appeal

People are motivated by what others are doing. In this IKEA ad, there's a
clear reference to the insanely popular TV show Game of Thrones. This year, the head costume
designer for the show revealed how Jon Snow's cape is actually made from affordable IKEA rugs.
The ads appeals to consumers' need to feel part of something or included: Even the Game of Thrones
tries to stay within budget by shopping at IKEA, like everyone else.

3. Humour Appeal

Humor can bring relief to what might otherwise be a mundane and

expected ad. The right type of humor will grab attention for organic engagement from your audience.
It's important to note that humor can also be risky, so businesses really have to know themselves and
their audience before committing to something that could bring negative attention should there be a
misunderstanding.
 4. Fear Appeal

Using strong visuals, ads can draw on hidden fears. Some ads
draw on personal fears, while others draw on a sense of loss. In this graphic ad, fear of losing
something awesome may motivate people to take action and help save the forests.

5. Sexual Appeal

One of the best known advertising appeals is that sex

sells. People use sexy models and "sexy" product shots that will make the viewer emotionally excited.
From Victoria's Secret to Brands like Calvin Klein and Levi Jeans, focus on a more grounded sexiness
to show the value of their product.

6. Romantic Appeal

A sense of romance can take people back to a

nostalgic moment that evokes emotion. Romance does not necessarily have to do with relationships,
but rather a sense of powerful feeling that is inspiring and idealized.
 7. Endorsement Appeal

We all know that many of the professional athletes, actors,

actresses and celebrities that push products aren't necessarily an important part of the product, but the
effect is still felt. Celebrities, athletes and big-name influencers are used quite often to endorse
products in order to stir popularity despite having nothing (or little) to do with their creation, direction
or knowledge of the industry.

8. Youth Appeal

People don’t want to age, and they certainly don’t want

to feel old. Not only does this appeal to those hoping to maintain an active, happy youthfulness, it also
makes an appeal to the older audience by showing the contrast. A common advertising appeal for
older adult audiences is to photograph and highlight models who are younger than the target audience
by several years.

9. Popularity Appeal

Buzz is particularly helpful for increasing brand awareness and

creating anticipation and excitement for the product or service you offer. Companies often place
their logos all over their clothing or disposable products (like Starbucks coffee cups) to help
showcase just how popular their products are.
 10. Musical Appeal

Music can make or break an ad by setting tone and mood just

as quickly as imagery. The snappy music that backs this AIRTEL commercial adds a happy energy
that wouldn't have been achieved by shot transitions alone. The music here makes the user feel
excited and inspired to imagine what the product could do in his or her life. The right music can add
to the emotion of an ad and encourage a faster purchase decision.

11. Adventure Appeal

Jeep has long focused on adventure as a big part of their brand. Ads like this
encourage people to join in as a part of the brand club to experience something new and exciting.
Travel companies, active brands and car companies often focus on a sense of adventure to highlight
what their products or services can really bring to the table.

12. Empathy Appeal

Getting a message across may depend on your ability to get someone to

identify with a problem they’ve never actually had to deal with. Some brands and most public service
advertisements depend on the ability to evoke the emotion of empathy and understanding in those
they need to care about their cause, as is done in this ad by the Safe At Home Foundation. Empathy
helps people picture the problem in a personal way so that they can understand the consequences for
someone else.

13. Potential Appeal

 This type of advertising appeal communicates a sense of empowerment
to turn dreams into a reality. In this Lego ad, the clear connection is that Lego helps children imagine,
solve problems and work toward a better future. This was part of a campaign that included fireman
and rockstar images in ads that were placed at strategic schools, playgrounds and museums where
parents frequently take children.

14. Brand Appeal

Starbucks is a prime example of brand appeal to the masses,

along with luxury brands, like Apple that appeal to higher end consumers. People will pay money to
be part of a brand that they feel carries a certain kind of status, value or quality. Usually these same
items can be purchased for much lower prices if they're generic, but brand appeal allows companies to
add additional cost simply due to packaging, labelling and other branded aspects that really have
nothing to do with product quality or type.

Rational Advertising Appeals

 1. Pain Solution

People are most strongly motivated when they have a problem

that needs to be solved that causes them regular and noticeable pain. Often, people have already
identified and expressed a desire to solve the pains most apparent in their lives or workplaces. In this
IKEA ad, the pain of the viewer is apparent by showcasing their desperate need for a shelf. Rather
than focus on the product they're selling, IKEA focuses on the solution they provide. Brands can
effectively sell just by identifying a pain they can solve.

2. Scarcity Appeal (Limited Time)

Coke boosted their brand appeal with a limited time

campaign that personalized bottles with names and titles. People rushed out looking for the names of
their family and friends to keep, photograph or gift. While the scarcity was part of the appeal, Coke
took this campaign a step further by allowing customers to personalize their own Coke bottles and
even search their website to see where (or if) their names were on bottles somewhere in the US.
Scarcity increases the feeling of value and makes the customer but on impulse.

3. Testimonial Appeal
 When you think of testimonials, you probably think of the traditional video
of people talking highly of your brand or products. While this is great and can be incredibly effective
on social media, there are ways to think outside of the box with this advertising appeal.

4. Contrasting Appeal

You can also highlight what sets your brand apart with a
stark comparison between your product and the competition or how life would be without your
products. The stark contrast in this ad creates an unquestionable appeal to express personal style and
create a living space that no one else is taking full advantage of. Contrast can be a subtle way to prove
your brand is a level or two above the alternative.

5. Status Appeal

There is no question that these nice, patent-leather work shoes

were chosen for a reason: status. The point of this ad was to get the viewer to identify the product with
a certain class. While the manufacturer is actually selling a car, classy shoes (clearly abused by a love
for the acceleration pedal) give a status appeal that is somewhat subliminal in its messaging.
Apartments, furniture stores, fashion brands and many other companies also lean on a level of status
to appeal to consumers concerned about where they are at, how they are viewed, and where they are
headed.

6. Statistics Appeal
 The real message is rooted in statistics that highlight decreased
fat percentage and lower calories to portray the healthiness of Burger King fries. Use of proof and
statistics can appeal without question to those who are more rational in their approach.

7. Beauty Appeal

There are many products and services that depend on

beauty for a rational purchase choice. Product shots, for example, have to be well lit to provide
rational customers with the best opportunity for comparing and choosing the product right for them.
Many fashion brands use beautiful models that are further Photoshopped to help highlight the product
without the distraction of human flaws.

8. Transparency Appeal

Not everything about your brand is ideal. Transparency can help

show a realness to your brand that appeals to customers because it is authentic. Volkswagen caught
people’s attention in the Netherlands when they showed the flaws in one of their car models in order
to advertise a new option. Stunt doubles were suspended behind the car to show the additional room
that the new Tiguan Allspace could offer.

9. Plain / Natural Appeal

Appealing to people by making something seem ordinary or plain. The goal of the plain appeal is to
persuade people that a product, service, or idea may not be as strange or radical or extraordinary as
people thing, but rather that it is normal and common.

ADVERTISING COPY
Advertisement Copy is the soul of an advertisement. An advertisement copy is all the written or
spoken matter in an advertisement expressed in words or sentences and figures designed to convey the
desired message to the target consumers. In print media, an advertisement copy is made-up of head-
line, sub-headlines, body of the copy, illustration logo-type, slogan and the brand name. Strictly
speaking, written content of an ad copy is the product of the collective efforts of copy-writers, artists
and the layout-men. Copy writer and artist must collaborate to provide an advertisement though copy
writing precedes or succeeds the art- work and the layout.

ELEMENTS OF ADVERTISING COPY

Copy and Text Elements: The copy or text must communicate in clear, concise and focused language.
Start with a headline that grabs the reader’s attention, sparks interest in your product and conveys
your message succinctly. Potential customers have only seconds to read your billboard. Even in
brochures or catalogues, keep body copy brief and on point. Include the company signature – your
identifying slogan and/or logo. Use fonts (typefaces) that complement your message and are easy to
read.
Illustration and Graphic Elements: Photography, illustration and logo symbols raise interest in any ad.
Integrate these graphic elements with your headline and copy for maximum effect. A study by Texas
State University showed that more attention goes to pictures than words and human models get the
most attention in magazine ads. Inconsistency between your headline and your illustration will
confuse the viewer and reduce the ad’s impact.
Colour vs. Black and White: Colour printing costs more than black and white. Full- colour printing
uses four inks and four runs through the press for each page. Two - colour printing is a cheaper colour
option, appropriate for some applications.
Layout of the Final Ad: The layout is the way you put all the elements together to create the final ad.
Your layout needs a focal point – usually the picture or headline – for readers’ eyes to land on, then
the white space, graphic and text elements should lead them through the copy to the company
signature. Make the final layout match the ad’s ultimate printed appearance in every detail.
Size & Shape: Newspaper and magazine placement fees are based on ad size. The exact dimensions
may vary by publication, but are priced as fractions of a page. Special locations, like the back cover,
cost more. Use appropriate size and shape, linked to purpose and corporate image, for non-publication
print advertising.
Paper and Ink: For print ads other than in magazines or newspapers, choose paper with a composition,
weight and finish that contributes positively to your advertising image. Traditional inks contain
volatile organic compounds; consider using soy-based inks if they will give the result you want.
Placement of the Advertising: Where you place your print advertising affects its success. An auto
parts dealer will get more response running his ad in an automotive magazine or classified section
than in a fashion magazine. Direct mail solicitations generate leads more effectively than magazine
ads do.