UNIT III

LESSON 6 - TYPES OF ADVERTISING

MESSAGE
MARKET SEGMENTATION
ADVERTISING APPEALS

Structure
3.10 Introduction to writing for advertising
3.12 Objectives
3.13 Writing for types of advertising
3.14 Message
3.15 Market segmentation
3.16 Advertising appeals
3.17 Summary
3.18 Suggested readings

3.10INTRODUCTION TO WRITING FOR ADVERTISING

First be clear about the purpose of your proposed advertisement. There can be several
different reasons for advertising, so make sure you know exactly what you want the reader to
do as a result of seeing your ad. Also, be sure about who it is you want to address and what
will appeal to them - and what might put them off.

Then think about what you will have to say to persuade your readers to act, and where
the advertisement ought to be placed so that it reaches as many targets as possible. It may
well take many drafts to get the wording and tone of voice right.

Don't start work on your advertisement without deciding on your objectives. You may
want to appeal to the trade or the public. You may want to announce a sale, sell your product
from an online advert, elicit enquiries, persuade people to visit your website or store - or
perhaps recruit new employees. It is these objectives that will dictate the tone and pace of
your advertising copy and the level of detail it requires. Once you are clear about exactly
what you are trying to do, you will be able to develop your ideas logically and write a
convincing ad.

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3.12 OBJECTIVES

This lesson helps to

 Understand the types of advertising
 It helps to decide the writing of message
 It tries to modify the message structure required for an advertisement
 It helps to understand the market segmentation
 Gives knowledge about advertising appeals

3.13 WRITING FOR TYPES OF ADVERTISING

However, with the advent of modern corporations with multiple product and/or
service offerings, a different type of advertising has appeared, the primary purpose being to
promote the corporation. "Corporate," "institutional," or "corporate image" advertising has
been defined with some very basic consistency since the 1950's but has broadened to include
"advocacy" and "issue" advertising and the current "hybrid ads", which blend product and
company promotion.
Corporate Advertising
Corporate advertising may also influence consumers' knowledge about products marketed
by the corporation.
 Benefits of Corporate Advertising in General
Corporate advertising is more efficient in building recall for a company name than
product advertising and creation of a good citizen image through consistent & dedicated
effort. Frequent corporate advertisers rated better on virtually all attitude measures than
those with low corporate ad budgets
 Reducing the Perceived Risk, Prompt Buying:
From the past most of the reputed companies branded themselves due to usage of
very strong advertisement slogans. Those slogans have been designed to influence
consumer habits. These types of corporate advertisements are powerful than the visual
product presentations as consumers are more likely to recollect the popular brand
messages due to constant media exposure.

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 Get Rid of Negative Perceptions:
If a company is unpopular with or misunderstood by opinion-formers to an extent
that it harms its business, that can be diminished through proper usage of corporate
advertising.
 Articulate the Strength/Power of the Company
A good proportion of spending on advertising may also signal to potential
customers and competitors that a company is rich and important.
 Ability to Generate Corporate Contacts
Corporate advertising will help to acquire more business consumer due to the
popularity and reputation of the company. Business customers are more likely to be
wooed by price, product range and personal relationships.
 Increase the Trustworthiness
Corporate advertising, says its target audience is much broader than for normal
consumer goods advertising. It is aimed at three specific constituencies: business
customers; opinion-formers (investors, politicians, activists, media) who can influence
share prices or strategy, and employees.
 Cherish subsidiaries and Enter New Markets
Not only to enhance the parent company image, corporate advertising can be used
to permit or encourage subsidiaries. Particularly where they are engaged in
manufacturing operations-to identify themselves to their own customers, prospects
and other important, local publics. Also this will enable the company to enter into new
business/markets under the same name.
 Umbrella Covering
By performing corporate advertising it covers all the products and services
associated with the company and its strategy which always aligns with the mission
and vision.
 Enhance the Goodwill:
Corporate ads can be used to express their philanthropic, CSR and community
idea which will be capable of improving their goodwill.
 Writing for financial institutions can be difficult. They don’t just provide a service
and then disappear; instead, they are entrenched in their customers’ lives, dealing with
their homes, cars, education, and finances. As such, financial institutions need a
specific kind of writing that generates trust, provides information, and demonstrates
that they care about their customers.

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Financial advertising

The following are four copywriting tips for financial institutions that do exactly that.
1. Clarify
When writing for financial institutions, you don’t want to write poetically or
technically. What you need to do is write with clarity—to write with clarity is to
communicate in a way your customers understand. There are numerous ways you can
increase clarity. For example, you can avoid nominalizations, create examples, define
technical terms, make tables and graphs, and use bullet points. These types of techniques help
to establish both understanding and trust.
2. Fascinate
While you want to be clear in your writing, you also want your customers’ attention.
You can grab their attention by enticing them through fascination, a tool that can be used to
create an emotional response in your customers. The Kelton Fascination Study breaks it down
into seven facets: lust, mystique, alarm, prestige, power, vice, and trust. You utilize these
facets by matching them with the need you’re filling or the problem you’re solving. For
example, a student loan can be paired with prestige as the subsequent diploma is a sign of
achievement and rank.
3. Satisfy
Your customers won’t find your product or service inherently valuable. What they
find valuable is something that solves their problems or satisfies their needs. Benefits do just
that — this is why you stress the benefits rather than the features. They emotionally engage
the reader, and you can emphasize on that engagement through storytelling. For example, you
can market an auto loan by telling your customers that they can make family memories on
road trips in their new car.
4. Target
Generalizations aren’t persuasive. To create writing that packs a punch, you need to
write as though you are writing to a very specific person. Take the “Guinness Guide to
Oysters” for example. It targets a specific kind of customer that likes Guinness and oysters.
This targeted marketing ad was so successful that it led to a series of Guinness Guides. You
need to do the same kind of targeted writing for your services and products.

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Put it all together
When you use these four techniques, you get a very unique type of persuasive
copywriting that is ideal for financial institutions. It generates trust, provides information, and
demonstrates dedication to their customers. This type of writing doesn’t just persuade your
customers to buy products and services, it persuades your customers to form a lasting
relationship with your financial institution.
Industrial Advertising
Typically, industrial, business-to-business copy must reach out and grab three different
audiences: distributors, manufacturers’ representatives, and end-users.
 Need for better industrial distributors
The goal of industrial copywriting when talking to distributors is, first and foremost,
to get them to carry your line. Inertia is a huge challenge with distributors. Sometimes
the most effective strategy is to generate enough end-user demand ("marketing pull")
so the distributor simply must look into carrying your line.
Once they sign on, you need distributor education programs to help your reps. Since
distributors can carry thousands of products, it’s best to leave nothing to chance and
to provide a lot of easy-to-use marketing materials that help them understand and
promote your industrial products. I have extensive experience in distributor
communications.
 Marketing and manufacturers' reps
Your communications program for manufacturers' representatives (reps) should be
closely tied into your distributor program, if you sell through distribution. Many big-
ticket industrial systems are sold by reps alone. In either case, it’s critical that reps are
kept up-to-date on product developments and that they understand (and appreciate)
the company’s on-going investments in marketing campaigns targeting end-users.
Manufacturers’ reps are an excellent source of marketplace feedback for the industrial
copywriter. (I gain much more industry insight by talking to three good reps for two
hours than when I walk an industry trade show for two days. Feedback from rep
council meetings — when your best reps are brainstorming with you — is especially
useful.)
 Marketing to industrial end-users
The industrial copywriter needs to telegraph to the end-user how the client’s
product will make them work better, faster, and more efficiently. And the copywriter
has to do more than just “break through the clutter” — the copy needs to have a

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 “hook” that latches onto the end-users’ imaginations and makes them think
differently, in an instant, about their problems.
Then the industrial copywriter needs to aid the specifier in making the business case
to their management decision-makers.
 Direct marketing of industrial products
With direct marketing, it's even more important that the industrial copywriter
understand the products' markets, since the client does not rely on intermediaries —
that is, distributors or reps. Specifically, the copywriter needs to understand the
prospect's job and responsibilities.
What are her industry’s pain points? What keeps the prospect up at night? What lingo
does she use to describe those pain points?
Then, the copywriter needs to work with the client to determine the best way to
position the products so they become tangible, real-world solutions in the specifiers'
minds. And finally, a powerful and appropriate Call To Action is devised.
 Industrial Distribution: Handle With Care
Clients typically go to great lengths to please their industrial distribution channels.
(Often, they have no choice, since their products may not lend themselves to direct
sales due to logistics or other limiting factors.)
There are numerous “sensitive” areas between distributors and manufacturers that
must be handled with care. I understand and honor these distribution sensitivities.
Take a few moments to contact me to see what suggestions I might have to improve y
our industrial distribution channel communications.

3.14 MESSAGE

Most advertising messages share common components within the message including:
 The Appeal – This refers to the underlying idea that captures the attention of a
message receiver. Appeals can fall into such categories as emotional, fearful,
humorous, and sexual.
 Value Proposition – The advertising message often contains a reason for customers to
be interested in the product which often means the ad will emphasize the benefits
obtained from using the product.

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  Slogan – To help position the product in a customer’s mind and distinguish it from
competitors’ offerings, advertisements will contain a word or phrase that is repeated
across several different messages and different media outlets.
Before choosing a specific message marketers running large advertising campaigns
will want to have confidence in their message by having potential members of the targeted
audience provide feedback. The most popular method of testing advertising for the marketer
(or their ad agency) is to conduct focus groups where several advertising messages are
presented. On the Internet, advertising delivery technology allows for testing of ads by
randomly exposing website visitors to different ads and then measuring their response.

DESIGNING MESSAGE
1. What to say? (content)
2. How to say logically?
3. How to say symbolically? (format)
4. Who should say it? (source)

Message Content
Rational:  benefits like quality, value,
performance, economy etc.
Emotional: Negative - fear, guilt, shame
Positive  love, pride, joy.

ADVERTISING MESSAGE STRUCTURE
 Order of presentation
 Verbal vs. visual
 Sidedness  single / double
 Refutation

Communicate your messages effectively

As a marketer, you must realize that your message reaches the target customers and it
should be able to overcome any type or pre-conceived notions that they may already have.

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While there may not be a sure shot way of communicating the message in the effective
manner, you should keep some important points in mind:
Order of presentation – You have the option of placing your message at the beginning,
middle and end of the advertisement. It depends on the marketers’ discretion as to where he/
she would like to place the message but it is recommended that it should not be placed in the
middle of the ad
For example, the ad below is about the product ‘Kitkat’ and the product is shown at
the beginning and the message ‘Kitkat Break Banta hai’ is communicated at the end of the ad.
Conclusion Drawing – Marketing people should think about whether they should look
mention the message clearly to the people or let them think themselves. This also depends on
the level of complexity of topics as well
This ad of 'The Hindu' shows that there is no clear message and it is left to the
audience to think about what the is saying:
Message Sidedness – You should also know whether to show only one side i.e. good side of
the product or to show both the positive and negative aspects and leave it to the target market
to take the message the way they wish to.
Refutation - Refutational messages may be useful when marketers wish to build attitudes
that resist change and must defend against attacks or criticism of their products or the
company
Verbal versus Visual messages – An image is equivalent to a thousand words. But if you
feel that the message will not be communicated properly on its own, then verbal
communication can be made.

3.15 MARKET SEGMENTATION

Segmentation refers to a process of bifurcating or dividing a large unit into various

small units which have more or less similar or related characteristics.
Market Segmentation
 Market segmentation is a marketing concept which divides the complete market set up
into smaller subsets comprising of consumers with a similar taste, demand and
preference.
 A market segment is a small unit within a large market comprising of like minded
individuals.
 One market segment is totally distinct from the other segment.

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  A market segment comprises of individuals who think on the same lines and have
similar interests.
 The individuals from the same segment respond in a similar way to the fluctuations in
the market.

Types of Market Segmentation

There are 4 different types of market segmentation and all of them vary in their
implementation in the real world. Let us discuss each of them in detail.

Demographic segmentation
Demographic segmentation is one of the simplest and most widest type of market
segmentation used. Most companies use it to get the right population in using their products.
Segmentation generally divides a population based on variables. Thus demographic
segmentation too has its own variables such as Age, gender, family size, income, occupation,
religion, race and nationality. To read more, click on this link for demographic segmentation.

Demographic segmentation can be seen applied in the automobile market. The

automobile market has different price brackets in which automobiles are manufactured. For
example – Maruti has the low price bracket and therefore manufactures people driven cars.
Audi and BMW have the high price bracket so it targets high end buyers. Thus in this case,
the segmentation is being done on the basis of earnings which is a part of demography.
Similarly, Age, life cycle stages, gender, income etc can be used for demographic type of
market segmentation.

Behavioural segmentation
This type of market segmentation divides the population on the basis of their
behaviour, usage and decision making pattern. For example – young people will always
prefer Dove as a soap, whereas sports enthusiast will use Lifebuoy. This is an example of
behaviour based segmentation. Based on the behaviour of an individual, the product is
marketed.
This type of market segmentation is in boom especially in the smart phone market.
For example –  Blackberry was launched for users who were business people, Samsung was
launched for users who like android and like various applications for a free price,

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and Apple was launched for the premium customers who want to be a part of a unique and
popular niche.
Another example of behavioural segmentation is marketing during festivals. Say on
christmas, the buying patterns will be completely different as compared to buying patterns on
normal days. Thus, the usage segmentation is also a type of behavioural segmentation. 
Psychographic segmentation

Psychographic segmentation
It is one which uses lifestyle of people, their activities, interests as well as opinions to
define a market segment. Psychographic segmentation is quite similar to behavioural
segmentation. But psychographic segmentation also takes the psychological aspects of
consumer buying behaviour into accounts. These psychological aspects may be consumers
lifestyle, his social standing as well as his AIO. Do refer more to Activities, interests and
opinions.
Application of psychographic segmentation can be seen all across nowadays. For
example – Zara markets itself on the basis of lifestyle, where customers who want the latest
and differential clothing can visit the Zara stores. Similarly Arrow markets itself to the
premium office lifestyle where probably your bosses and super bosses shop for the sharp
clothing.

Geographic segmentation
This type of market segmentation divides people on the basis of geography. Your
potential customers will have different needs based on the geography they are located in. In
the article on geographic segmentation, i have explained how people who are located in non
municipal areas might require a RO water purifier whereas those located in municipal areas
might need UV based purifiers. Thus, the need can vary on the basis of geography.
Similarly in cold countries, the same company might be marketing for heaters wheresa in hot
countries, the same company might be targeting air conditioners. Thus, many companies
use geographic segmentation as a basis for market segmentation.
This type of segmentation is the easiest but it was actually used in the last decade
where the industries were new and the reach was less. Today, the reach is high but still
geographic segmentation principles are used when you are expanding the business in more
local areas as well as international territories.

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3.16 ADVERTISING APPEALS

Advertising appeals are the hooks companies use in ads to persuade customers.
Generally, appeals fall under two basic categories: rational and emotional. While some ads
use elements of both, there is a wider array of emotional appeals because connecting with
emotions often carries more impact in attracting attention.
Rational
Rational appeal ads emphasize low costs, provide a cost-benefit analysis or lay out in
concrete terms what problem a product solves and why you should buy it. So-called reason-
why ads are one method used to make rational appeals. This is when the advertiser simply
lays out one or more reasons why you should buy the product. Rational appeals tend to work
more effectively with cost-conscious consumers, business buyers or analytical personality
types.
Social Appeals
Advertisers often include social and peer pressure in their appeals. Presenting a brand
or product in a social setting is a common technique. Skechers shoe ads commonly show
people in social situations sporting their shoes. Fashion and technology companies also use
social influence to promote their products, suggesting their products are hip, trendy or "in."
Pimple and blemish cream ads often point out the social ramifications of going to school with
pimples and facial blemishes.
Humor
Humor appeal is one of the most common and most criticized in advertising. Just
because an ad makes a customer laugh doesn't guarantee that the message has persuaded him
to like or buy the product. Graphic designer Kelly Schwarz, whose work includes ad design,
says a small amount of humor often aids ad appeal, but excessive amounts take away from
the brand or product message. Humor can lighten the tone in a message or make an ad more
memorable, but it shouldn't take away from emphasis on benefits or the value proposition for
customers.
Sexuality
The age-old adage "sex sells" remains prominent and fairly accurate in the early 21st-
century ad environment. The notion is that sexual or sensual themes in ads appeal to people's
natural, raw desires for physical contact, romance and relationships. Health and beauty items,
fashion and alcohol are products often marketed with sexual appeal. However, companies and
products that have little sexual connotation also are promoted with this appeal. A 2012 Carl's

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Jr. ad campaign for its new Memphis BBQ Burger featured two women provocatively
enjoying the sandwich together.
Self-Interest
A number of appeals fall under the category of self-interest. Companies sometimes
emphasize the benefits their products and services can have on self-esteem. Getting a new
hairstyle, for instance, can make you feel better about yourself. Fear and anxiety appeals
emphasize purchase opportunities that can protect you physically or emotionally or ensure a
better quality of life.
Emotional Appeals
These are based on the emotions of people and since humans are generally emotional,
these kinds of appeals directly touch the hearts of public especially in the case of FMCG and
children goods. But now such kinds of appeals are also being used by Insurance companies,
hospitals and so on. Emotional appeals relate to the customers’ social and/or psychological
needs for purchasing a product or service.

These appeals can be classified into two groups, namely, Positive Emotional Appeals
and Negative Emotional Appeals.
Positive Emotional Appeals - The various types of positive emotional appeals being used by
the advertisers are love, joy,humour, prestige, affection, security, comfort, self-esteem,
achievement, health, sex and so on. Generally the baby products’ ads use love/affection
appeal. The most common example relating to this kind of appeal is the Johnson’s baby
products’ advertisements.
Negative Emotional Appeal - The negative emotional appeal showcases the loss that a
person might incur in case he does not follow the instructions given by the advertiser. Fear
Appeal is the most important type of negative emotion appeal thathas been immensely used
by the advertisers to get the desired behaviour from the consumers by instilling fear or
anxiety.
Fear Appeal: This appeal has been very extensively used to instill fear in the minds of the
consumers for not using a particular product. It has been used in messages of wide variety of
products and even in social messages to foster a particular behaviour pattern amongst the
general public. The appeals have been used in ads related to Insurance policies, wearing of
helmets, save water, and smoking. In ads of products like cold creams, the ads indicate that if
the product is not used, it can lead to dry skin in winters. In case of tooth-paste, the ad shows
that if it is not used, it can lead to either tooth ache or tooth decay.

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3.17 SUMMARY

The negative emotional appeal advertisements play important role in cognitive

processing styles of housewives. The emotional appeal advertisements are having high
impact on consumers' cognitive message processing style which influences their purchase
intention. The level of negativity used in advertisements has an impact on individual's
perception. The high level of negativity creates ignorance towards advertisement and thus it
has negative effect on purchase intentions. The moderate or low level of negativity creates
high impact on individual's perception towards advertisement and thus it has positive effect
on purchase intentions. Further the research can be carried to study what level of negativity is
affecting positively to individual's cognitive processing style as negative appeals have impact
on individual's perception.

Questions for discussion

1. Write in detail the types of advertising appeals.
2. Classify the types of market segmentation.
3. Elaborate on the message structure used in advertising.
4. Write briefly on financial and industrial advertising.
5. Discuss in detail the writing for various types of advertisements.

3.18 SUGGESTED READINGS

https://www.ukessays.com/essays/marketing/
https://www.knowthis.com/managing-the-advertising
http://imcbasics.blogspot.in
http://www.managementstudyguide.com
https://www.marketing91.com
https://yourbusiness.azcentral.com
http://vle.du.ac.in/mod/book/view

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