Chapter

30

ADVERTISING PROCES Adu

AN OVERV E
1.
Meaning of Advertising
Planning Process/Advertising Campaign/A.
Advertising
through aduvertising.process
from
defining
of target
is a series
It refers to
ad-objectives, ad-desiging,
of steps taken by advertiser
steps involved in for
communicatina
advertising campaign. uith.
Advertising
It
customers, study of ad-execution, and ending with includes all a
u
advertising-budget,
media-mix, designing marketing
environment, deciding ad-evaluation. Ikin
advertising-message
advertising-effectiveness to reviewdesigning ad-copy, actual ad-appeal,advertising-objectiuo
media-scheduling,
taken, keeping in view the whole
and
choosing
implementation of appropriat
available media, etc. the nature of product,
Some definitions advertising-process.
nature of All
steps inad-campaign, eval
()
According to Philip Kotler, of advertising process customers, level of
are
advertising proceces a
competition,
M-Mission: What the "Advertising process includes given below:
are
availabe hnds
M-Money: How much advertising objectives? decision regarding' Five Ms'.
M-Message: What message spend advertising?
can we
on Thesea
M-Media: Which media should be sent
through advertising?
(ii) M-Measurement: How should the used for advertising?
should be
advertiser toAccording to
plan, design,Wells and Burnett, effectiveness of
and
(ii) According to execute and Advertising process
evaluate the
advertising be evaluated?"
market -anal y sis . Sandage, "Advertising advertising refers to series
advertisi n g-budget , Then various process starts with
advertisements and creative-strategy decisions are taken consumer research,
campaign." of steps taken
by
evaluating the (ad-copy),
Advertising effectiveness of media-selectiregarding o n, pro duct-analySIS
advertiser in designing
target customers,
process is also known
suitable message as aduertising."
advertising aduertising-objectives,
media-scheduling, executing
advertising efforts competitive keeping in mind planning.
advertising budget, to achieving practices, ad
etc. t
objectives. helps in various
framing
Advertising planning helps the
environmental
Through selecting appropriate Ad
is alsoad-objectives and factors, behaviour of
wel
campaign can be l- thought -out media planning
improved. advertising
and
advertising plan, various plan, the deciding the helpful in makingdirecting the whole
Advertising plan isa blueetticiency and appropriate best
utilisation ot
ad-campaign. alternatives are
print
evaluateded tto take bestfor futureeffectiveness timings of
of whole issuing ads.
cisionsadvertising
decisio for actions. Whileadvertising
improving the effectiveness
making
of
Advertising Process: An Overview 41

In advertising plan, following decisions are taken:

1. Why communication is to be done (Ad-Objectives)
2. What is to be communicated (Ad-Message)
3. To whom it is to be communicated (Target Audience)
4. How it is to be communicated (Media-Selection)
5. When it is to be communicated (Media Scheduling)
6. How much amount should be spent on advertising (Ad-Budget)
7. How will advertising effectiveness be measured (Fixing Standards)
So advertising process refers to steps involved in advertising campaign. It includes study of target
customers and marketing environment, defining advertising objectives, deciding ad-budget, ad-message,
ad-appeal; selecting media, media-mix, media-vehicle; deciding media-scheduling; designing ad copy
execution of advertisement and measuring the effectiveness of advertising
2 . Steps Involved in Advertising Process/Scientific Advertising
Campaign/Advertising Planning
Advertising process or scientific advertising campaign involves following steps:
(1) Study of Target Customers: The first step in framing advertising process is to know the
target customers. Various factors affecting their buying behaviour are studied. These factors
can be-their income level, age, sex, education-level, taste, attitude, personality, etc. This
knowledge helps the advertiser in framing advertising-message, in selecting media, in
scheduling the advertisement, i.e. deciding the appropriate time when advertisement will be
shown.
(2) Study of Marketing Environment: The study of various components of marketing
environment is conducted. Marketing environment consists of both internal and external
factors affecting the business unit. These environmental factors have their impact on various
advertising activities of advertising campaign. Factors of internal environment are
controllable while factors of external environment are outside the control of a business unit.
So advertiser will have to adjust his advertising campaign according to changes in externmal
components of marketing environment. Internal components of marketing environment can
be product, price, place, brand, packaging, etc. External components of marketing
environment can be-economic environment, socio-cultural environment, demographic
environment, compettion, legal and political environment, global environment, etc. All these
environmental factors should be kept in mind while designing advertising plan.
(3) Defining Advertising Objectives: The next step in advertising process is to clearly define
advertising objectives. Advertising objectives are decided keeping in view the overall
marketing objectives of the organisation. Well-defined objectives serve as standard with
which actual performance can be compared and evaluated. Broad advertising objectives are:
(i) To increase sales
(i) To communicate with target audience
To achieve these two broad objectives, some specific objectives of advertising are defined viz.
 42 these objectives are to b
attainable. The
time-period
within which chieved, oud d
clearly defined.
Advertising P r o c e s s A n Overview
30

Customers
(1) Study of Target

Environment
(2) Study of Marketing

(3) Defining Advertising Objectives

(4) Determining Advertising Budget

(5) Selecting Advertising Appeal

(6) Selecting Advertising Message

(7) Selecting Media, Media-Mix, Media-Vehicle

(8) Determining Media Scheduling

(9) Designing Advertising Copy

(10) Execution of Advertisement

(11) Evaluation of
Advertising Effectiveness
(4) Determining Advertising Budget:
advertising activities for specific Advertising budget refers to amount
a
advertising appropriation. Amount oftime-period. Determining ad-budg idget
set aside
for
ad-budget
objectives. There are various methods for is decided keepi
is also
eepingi view the known as
ad-budget are as follows: deciding ad-budget. Main methods advertising
() Percentage of Sales for docidl
Method: In this case, ing
percentage with ad-budget is decided by
anticipated sales of a specified
() Affordable Method: future period of time. multiplyinaa &uxed
ie. ad budget is
Ad-budget is decided on the basis of
'What advertiser
decided on the basis of can
affor
availability of funds with
advertiser.
Advertising Process: An Overview 43

(ii) Competitive Parity Method: Here, ad budget is decided on the hasis ofcompetitor's
spending on advertising.
(iv) Objective and Task Method: Ad-budget is decidedd on the basis of cost of various
tasks to be performed for achieving pre-determined advertising objectives. Ad budget is
decided on the basis of total cost of various advertising activities/tasks
(5) Selecting Advertising Appeal: Appeal refers to approach used by advertiser for attracting
the attention and communicating the mesage to target audience. Objective of appeal is to
arouse the need and desire of the product to the target audience. Main advertising appeals
are:

) Rational Appeal: In this appeal, advertiser emphasises on features and benefits of

product or service. Such appeal emphasises on quality, dependability. durability
efficiency. performance, economy, health, favourable price, dominant characteristicsof
product, product-superiority, special-offers, etc.
(i) Emotional Appeal: It relates to customers' psychological needs for purchasing a
product. i.e. these appeals touch the feelings of a person. These appeals can be: safety,
security, happiness, excitement, pride, achievement, pleasure, comfort, status, humour
sex, etc.
(6) Selecting Advertising Message: Message refers to what advertiser wants to communicate
to its prospective customers through advertisement. Message should be brief, attention
getting, distinctive, informative, easy to understand and easy to remember. Message can be
verbal or non-verbal/symbolic. Effectiveness of advertising depends upon how messages are
designed and framed. Philip Kotler points out that formulating the message requires
solving following problems:
(6) What to Say - Message Content: It refers to facts, opinions, ideas or convincing
arguments about the product, like product's features, uses, benefit, its price, place of
availability, its superiority over competitive products, etc.
(ii) How to Say Message Presentation: It is the way in which message is presented
before target-audience. It should attract attention, hold interest and create desire for
advertiser s product/service.
(ii) Who Should Say it - Message Source: It refers to the person who communicates the
message of advertiser to target-audience. Message source can be famous filmstar,
sportsperson, top-model; for pharmaceutical products message source can be-doctors,
dentists, dieticians, etc.
(7) Selecting Media, Media-Mix, Media-Vehicle: After deciding message and advertising
appeal, appropriate media is selected. Media is the vehicle that carries advertiser's message
to target audience. It involves three decisions:
(6) Selecting Appropriate Media: Media can be of various types viz. print media
(newspaper, magazine), broadcast media (radio, television), internet, direct-mail,
outdoor-media, etc. For achieving advertising objectives, selection of right kind of media
is important. Media should reach the right people at the right time, at right placeand
convey the right message. All types of media do not suit all types of products. Right
choice of media depends on various factors. While selecting media the advertiser should
ensure that media matches with the features of target-customers and
 44 message-requirements. For example, ple, if message invc lves

audio-visual
effects (TV)
will be most suitable demonstnstration,
with lfadvertiser fee that no ingle media
feels on, the
is su
Media-Mix:

30 n. For
(ii)
Selecting

different

of40%
media c a n
television,
be used in
combination.

20% newspaper,
%
10%
media is called
example t
magazine, 15
e advertis
fsexidentmay in
des
media. Selecting
more than one media-mix. Met and 1S
advertising
nix shodt
mecs
communicate

that advertiser
can to the
that adved lowest possible
at
effectively and at
lowest
pU lo
cost.
targs aucieme,
Gi Suitable within
Media-Vehicle
Each
Selected Medi.
(ii) Selecting
Seleed
oria and media-
deciding thatmedia-
advertising istto he done
are selected. dia
For
to be be done through newspaper, then
done through newspaper, then Fo
be done throuEn itis de
is to he
which newspaper, it is to be done, i.e.

Punjab Kesri, etc. Simi

it

if
done through
Iribune or edided thplate t
is to beHirnd
advertising
or Dainik Jagran or

television, then decision regarding selection of T channel, is made;

ie made, i.e.Zeet
be don
Aaj Tak or Star Plus, etc and after selectingTV Channel, the ie. Ze one thweg
TV
which ad is to be relayed.
(8) Determining Media Scheduling: It reters to decisions
programme eis Cselectenees

advertisementis to appear. Media scheduling starts after regarding

selectina
the deate
and time
Appropriate time of showing advertisement is that wh
when our
receptive to advertisement. For example, if ad is to be our
target audience
given for Kid'
be given in the
afternoon/evening time as in the Kid' s product, then ateaxe me
scheduling is done at macro-level and micro-level. morning kids will be busu i
busy in
) Macro-Level Media
Scheduling: In macro-level
schools.
budget is allocated in different months media
is
seasonal, then more ad-budget candepending upon thescheduling, yeartu
product adveris
.
nature of
amount can be allocated for be allocated
for product
peak-season months iandandprodu
demand throughout the off-season months. On the other peak-seasone
among different months. year, then fairly equal amount of hand, if product has sta
(i) Micro-Level total
Media ad-budget is allocabt
Scheduling:
expenditure to be incurred After having
In micro level
media
in each
month of the decided, the amount of advertisemet
what time the scheduling, it is decided thatyear, the work of micro-scheduling
advertisement will be issued
advertiser will ensure within a month, on sars
that in media. what days and a
target-audience is free and can While
advertisement will be shown deciding day and time, the
9)
Designing Advertising be
contacted by such day and time we
on
copy is Copy: After media most effectively.
different designed to
selecting
media. communicate with the ad-message,
conveying someAdvert ising ad-appeal, type oiimedia, ad
copy is written or target audience. Ad
desired
sub-headings, message, copy will be different fot
copy w
spoken matter including
name of message target to
including illustrations
c aimed
aimedaa
advertiser, appeal, customers. iuSud
believable. Effective
etc.
Advertisinillustrations,
g claims, Ad-copy
-copy includes adlines,
be slogans, pictures,
the copy should
necessity of adver
regarding methodproduct to tsolve
ising-copy ans,
must draw the attractive,
pictures, logo, brand-name
persuai mave a ersuasive, informative and
of different
using the product attention
ention of hould sugs
problems, of audience, shot
and uses of should educateaudie otential custom
d suggest

produst fcho.
r tne 1
 45
Advertising Process: An Overview

the buyers to purchase

slogans which are easy to remember and above all, it must persuade
the product or develop the image of product/brand/advertiser.
advertisement through
(10) Execution of Advertisement: Ad-execution refers to release of
media for
media. After advertisement copy has been designed and tested, it is handed over to
The
its execution. Media shows the advertisement at the decided day, time and place.
the decided
advertising manager ensures that advertisement has been shown by the media at
time place. lfadvertising manager finds any deviation then enquireshe the reason of
day, and
deviation from media and gives necessary corrective instructions to media.
of
(11) Evaluation of Advertising Effectiveness: Advertisere measure the effectiveness
It is
advertising to evaluate the worth of spending large amount of money on advertising.
its
important to determine how well the advertising campaign is working, by comparing
actual performance against pre-determined advertising objectives. Evaluation of

advertising-effectiveness helps the advertiser to justify cost of advertising, to exercise control

on advertising, to find out weak points and wastages in advertising.
If the
Advertising effectiveness can be evaluated by measuring increase in sales after advertising.
ad-effectiveness is
increase in sales is significant, then advertising is effective. Another way of measuring
know how far ad is effective in achieving its communication objectives. For this,
some consumers are
to
interviewed to know whether they remember the ad, brand-name of product, slogan given in the ad,
answer is
whether they have understood the message given in advertisement, etc. or not. If their
affirmative and they are able to recall the advertisement, then ad is said to be effective. So in this stage,
advertiser can find out weaknesses of advertising process and can take corrective actions in the next
advertising plan.
3. Advertising Strategy
The term
The word strategy is derived from Greek word 'strategos' which means generalship.
were framed to defuse the
strategy was initially used in the context of military forces, where counter plans
and
plans of opposite force and to gain over others. In business, strategy refers to comprehensive
integrated plan to achieve organisation's goals and objectives. Here, strategy includes all those plans,
to its
policies, actions, etc. which are taken to adjust the business to its changing environment particularly
the
customers, competitors, market, etc. Strategy attempts to gain competitive advantage, identify
opportunity and to grab it well in time.
According to Thompson, "Strategy refers to combination of competitive moves and business
approaches that managers employ to satisfy customers, compete successfully and achieve organisational
objectives."
In advertising. Ad-manager develops advertising strategy so as to achieve advertising objectives at
minimum possible cost through proper execution of ad-campaign. Advertising strategy includes
detemination of ad-objectives, determination of ad-budget and adoption of ad-campaign. Advertising
strategy must communicate that how consumer will benefit from the specific features of the product.
While formulating ad-strategv through consumer research, the advertiser must try to find out what the
consumers actually want, and then the advertiser should match the product benefits with the wants of
prospective customers. The ad-appeal should be matched with the buying motives of prospect. The
unique featunes of the product should be highlighted in the advertisement. The ad-strategy should
differentiate advertiser's product from competitive products and should communicate tothe prospect
that the advertiser's product best matches with the prospect's needs, desires, requirements and it has some
unique features. The common features of the product which are already well known to the customer
 46

should not be much stressed

upon. The Unique Selling Proposition (USP) should
whole ad-campaign. USP should be
attract the attention of
built on the basis of key teatures of the
be the
centra theme e
product and shouldr
Advertisins
prospective customers. Many ad-strategies based on db adeto
successful in Indian markets. Some USPs hauo
examples successful USPs are as follows:
of
been ven
(1) Vicks Vicks ki goli lo, khich-khich dur karo
(2) Hero-Honda : Fill it, shut it, forget it
(3) Ceat Tyres
Born tough
(4) Maggie Noodles
Just two minutes
(5) Surf Ultra
Dhoondte reh jaoge
(6) McDonald's
: I'm
After
deciding USP and ad appeal,loving it
developing ad-copy, media ad message
should
and at what
time the planning and scheduling is decided. Itbe ftinalised. Then after
advertising message should be decides which media designing and
Advertising strategy mainly should be used
(1) includes following: communicated.
Determining Advertising
communication Objectives: In advertising
discussed in detailobjective
in
and specific
objectives of objectives-
- sales objective,
sales
(2) chapter 'Advertising advertising objective,
Determining Ad-Budget:
has at its Objectives are
and DAGMAR defined. (These are
Ad-budget a plan
and how it is projecting how much Approach.')
disposal for
specific period of time.advertising
is

in detail
in
It is
translation of going to spend this money a business
chapter unit
Designing and Advertising Budget.")advertising plan into rupees. (Ad-budget
(3) money to
get best result in
a
advertising copy is Developing Ad-Copy: is
discussed
developed
identification mark, layout, which includes Considering Unique
Advertising)
(4) Media
etc.
(Discussed headlines,
in slogans,
detail in
Selling Proposition
illustrations, appeal, text,
Planning and
scheduling. It decides which chapter 'Creative Aspects of
Scheduling: It
includes
communicated. (Discussed in media will be used media
detail in the selection, media mix
and at what
chapter "Media time the and media
Planning and ad-message will be
u&stions
I.
Essay
Scheduling.)
1. Type Questions
What do you
2. mean by
Explain advertising proces? Explain its
3. Discuss various steps involved
4. What different steps that the advertising
in various stages.
do you
5, "Advertising t mean advertiser campaign.
by advertising m
will have to take tn ni