Chapter 3 Advertising

Nature and Meaning of Advertising

Advertising is a “paid for” communication. It is used to develop attitude, create awareness and transmit
information in order to gain a response from the target market.

Advertising means to inform the public about product or service and price and motivate the public to
invest money to create a sale. Advertising simply put is telling and selling the product or service.

Advertising Management though is a complex process of employing various media to sell a product or
service

Advertising Management begins from the market research phase. At this point, the data produced by
marketing research is used to identify what types of advertising would be adequate for the specific
product.

Gone are the days when there was only traditional advertising. Advertising management helps in
defining the outline of the media campaign and in deciding which type of advertising would be used.

Market Research is critical for advertising to be effective.

Market Research will help to identify the niche segment of the population to which the product or
service has to be targeted from a large population. It will also identify why the niche segment would opt
for the product or service. This information will serve as a guideline for the preparation of advertising
campaigns.

Once the niche segments are identified and the determination of what types of advertising will be used
is done, then the advertising management focuses on creating the specifics of the overall advertising
campaign.

Objectives of Advertising

1. To Provide Information – Detail information is given to prospective buyers in respect of

particular product or service through advertising.
2. To Remind the Public – Advertisement reminds the public about the existence of the products in
the market.
3. To Change Social Attitude – Attempts are made to change the social attitude by advertising in
order to sell products never sold before.
4. To Induce the Public – It aims to induce the public to purchase advertised products as against
competing products.
5. To Convince Customers for Direct Purchase – Mail order business may be made popular by
advertising.
6. To Encourage Salesman – Salesman generally find ready buyers at his business center which are
convinced by advertising.
3 Types of Advertising

1. Traditional Advertising
2. Non-Traditional Advertising
3. Social Media Advertising

Classification of Advertising

1. Consumer Advertising – Directed and intended for domestic markets such as individuals and
families
2. Advertising to Business and Professions – This type of advertising is aimed at resellers and
professionals. The media used here is direct mail or professional magazines. These are ads that
are not directed towards the final consumers.
3. Non-product advertising – Refers to advertisements which promote a message and do not
feature a product. It deals with the matters of public interest such as social change, political
ideas, economic policies, developmental programs. It is also known as Public Service Advertising
or Social Advertising.

Organization of Advertising Department

The work of an advertising department may be divided on the basis of sub-functions of advertising such
as:

1. Creation of Copy – Delivers or develops the words and verbal content of an advertising concept.
2. Graphic design - Create visual concepts, by hand or using computer software, to communicate
ideas that inspire, inform, or captivate consumers. They develop the overall layout and
production design for advertisements, brochures, magazines, and corporate reports.
3. Media Planning – It is the function of the media buying department to procure the advertising
time and/or space required for a successful advertising campaign. This includes TV and radio
time, outdoor (billboards, posters, guerrilla), magazine and newspaper insertions, internet
banners and takeovers, and, well, anywhere else an ad can be placed for a fee. This usually
involves close collaboration with the creative department who came up with the initial ideas, as
well as the client and the kind of exposure they want. This department is usually steered by
a media director.
4. Advertising Research - One type of common advertising research focuses on the effectiveness
of the created advertisement. This is done in all different walks of advertising, including print,
television, radio and digital forms. Individuals are shown various forms of advertising and are
asked what they think about the different products that are featured, such as whether they
would consider purchasing them and how well they know the product overall as a result of the
ad. 
5. Account Management - Acts as a link between the agency and its clients. You'll be responsible
for the coordination of advertising campaigns and therefore communicating clearly to all those
involved.
6. Production - Ideas are just ideas until they're made real. This is the job of the production
department. During the creative process, the production department will be consulted to talk
about the feasibility of executing certain ideas. Once the ad is sold to the client, the creative and
account teams will collaborate with production to get the campaign produced on budget. This
can be anything from getting original photography or illustration produced, working with
printers, hiring typographers and TV directors, and a myriad of other disciplines needed to get
an ad campaign published. Production also works closely with the media department, who will
supply the specs and deadlines for the jobs.