ADVERTISING AND MEDIA MANAGEMENT

1.1. MEANING
The word ADVERTISING originated from a Latin word “ADVERTIRE”
which means “TO TURN TO” and “TO GIVE PUBLIC NOTICE OR TO ANNOUNCE
PUBLICLY”

DEFINITION-AMA
According to AMA, “It is a paid form of non-personal presentation and promotion of
goods ,ideas and services by an identified sponsor.”
According to Wheeler, “Advertising is any form of paid non-personal presentation of
ideas, goods or services for the purpose of inducting people to buy.”
According to William J. Stanton, “Advertising consists of all the activities involved in
presenting to a group, a non-personal, oral or visual, openly sponsored message regarding
dissemination through one or more media and is paid for by an identified sponsor.”

FEATURES
● PAID FORM
● NON PERSONAL
● PRESENTATION and PROMOTION
● GOODS IDES SERVICES

OBJECTIVES
● TO INFORM
● TO PERSUADE
● TO CONVINCE
● TO REMIND
● TO EDUCATE
● TO CREATE DEMAND
● TO MAKE A SALE

OBJECTIVES OF ADVERTISING
● INFORM

➔ New product introduction

➔ Build company Image
➔ Changes in marketing mix
➔ Explain how the product works

● PERSUADE

➔ To purchase now
➔ Aid to sales force
 ➔ Persuasion through demonstration
➔ Build brand preference

● REMIND

➔ Keep the awareness intact

➔ Maintain product and company image
➔ Reminding users when to buy and use the product
➔ Maintain off season image of brand

EVOLUTION OF ADVERTISING:

i) The evolution of advertising: the very beginning - Although the very first signs of
advertising are said to date back to the ancient Egyptians’ steel carvings in 2000 BC, the
first print ad was published in 1472 when William Caxton printed ads for a book and
tacked them to church doors in England. Fast forward to 1704, the first newspaper ad was
published in the U.S. Then, in 1835, the first U.S. billboards displayed circus posters
measuring over 50 sq. ft. Sears was the first company to focus more on personalization by
advertising through direct mail. When they launched their massive direct mail campaign
in 1892 with 8,000 postcards, it produced 2,000 new orders. Then came the “Golden
Age,” where advertising personalization began to take off even more.

ii) The “Golden Age of Advertising” - Advertising became a whole movement when it
came to radio and television in the early 1900s. Since it was speaking to people directly
through their radios and TVs, it felt more personalized.
Advertising first hit the radio in 1922. Radio host H.M. Blackwell created his own
“indirect direct” method -- a 10-minute talk about the virtues of living a carefree life at the
Hawthorne Court Apartments in Jackson Heights, Queens. The cost for a 10-minute time
slot was $50. Personalization took another big leap in 1930 when Rosser Reeves
introduced the idea of a unique selling proposition. Since a USP (aka unique value
proposition) describes how your business will solve a customer’s problem, it should be
very specific and highly personalized to differentiate your brand. In 1935, George Gallup
introduced market research -- gathering information about consumers to better relate and
advertise to them. The next major milestone in the evolution of advertising timeline came
on July 1, 1941, when the first legal and continental commercial popped up on TV screens
on WNBT. Although this Bulova Watch Company ad was brief (only a 10-second spot for
a simple graphic and voiceover) it set the precedent for the next 70 years.This was called
the “Golden Age of Advertising” - a time of big ideas and huge personalities during the
1960s through the late 1980s. Companies began building characters around their products
to establish more of a connection between viewers and brands. Among all the different
characters that emerged, the ads at this time had one main purpose: to ​sell.​ While the
characters played a major part in creating an ad culture for consumers, the product was
always at the forefront. That is until online advertising came about, and with it came
several major game-changers in the evolution of advertising and personalization.

iii) Online advertising - This next period was known for introducing new channels and
mediums and a drastic shift in motive. Rather than ​selling,​ the evolution of ads led to a
focus on brand awareness and problem-solving. What is the consumer’s problem, and how
can the product solve it? Now the product was no longer the centerpiece of the ad -- the
consumer was. This all started when internet usage took off in 1992 with the introduction
of online services. When everyone suddenly began using the internet for personal reasons,
advertisers jumped all over the opportunity to reach consumers there. They began shifting
their attention to more digital ads, starting with display advertising. The evolution of
display advertising began with the very first banner ad from AT&T in 1994.

iv) The evolution of mobile advertising - The first mobile ad showed up in 2000 when a
Finnish news provider sent free news headlines via SMS. This led to more experimental
mobile ads and mobile marketing initiatives down the road.
When the original iPhone was released in 2007, mobile advertising came to smartphones.
They weren’t well-designed and didn’t provide an ideal user experience. In response to
widespread negative feedback from these first smartphone ads, advertisers began making
their ads “mobile-first.” With the drastic evolution of online and mobile advertising, also
brought challenges. Here’s a brief look at a few of them, along with the solutions that
followed.

1.2. ROLES OF ADVERTISING:

4 major roles:
a) The Marketing Role:
Marketing is satisfying customer wants and needs by providing
products, goods, services, and ideas. The marketing department is
responsible for selling the product using the 4 Ps (product, price, place, and
promotion) and brand development. Thus advertising plays a role in
introducing and acting as an aid to bring the product into the market.

b) The Communication Role:

Advertising is a message to a consumer about a product, designed to
create a response. Advertising uses mass communication to transmit product
information to connect buyers and sellers in the marketplace. One of
advertising’s most important strengths is its ability to reach a large audience.

c) The Economic Role:

Advertising reaches large groups of people, makes marketing more cost
efficient and lowers prices for consumers. Advertising creates a demand for
a brand through persuading and image building techniques. Advertising
encourages consumers to make decisions based on nonprice benefits.
d) The Societal Role:
Advertising informs consumers about innovations and issues. It helps us
compare products and features.It teaches consumers about new products and
how to use them and help in shaping consumer self-image. It also facilitates
self-expression through purchases and presents images about diversity in the
world.

Role of advertising in promotion:

The main role of advertising in the economy is to introduce a product and
create a strong market base for it. All these functions are related to promotion and thus we
can say that advertising is tied to promotion. The following are the roles of advertising in
promotion:

1. Awareness:
One of the important roles of advertising is to create awareness of the product or services
such as brand name and price. It can be created through highlighting the unique features of
the brand.

2. Information:
Advertising helps to inform the target audience about the product. Providing information
is closely related to creating awareness of the product. Potential customers must know
about a product especially when it is introduced in the market, or when product
modification is undertaken.

3. Persuasion:
When business firms offer similar products, a firm must persuade customers to buy its
product. Through persuasive messages, the marketers try to provide reasons regarding the
superiority of their products as compared to others available in the market.

4. Reminder:
It is necessary to remind the customer about the product because the satisfied customers
can be targets for competitors’ appeals. Well-established brands need to remind the
customers about their presence in the market. For eg., ‘Raymond – the complete man’
campaign is designed to remind the Customers.

5. Brand Loyalty:
Advertising helps to develop brand loyalty. Brand loyalty results in repeat purchases and
favourable recommendations to others by existing customers.

6. Brand Image:
An advertisement helps to develop a good image of the brand in the minds of the target
audience. There are several factors, such as the character of the personality that endorses
the brand, the content of the advertising message,etc. that can help to develop brand image
in the minds of the target audience.

7. Expansion of Markets:
Successful ads result in expansion of the markets. A marketer may intend to expand
markets from the local level to the regional level, from the regional level to the national
level, and from the national level to the international level.

8. Educating the Customers:

Advertising is undertaken to educate the audience regarding the use of the product,
handling operations and so on. Public awareness campaigns also educate the public
regarding the negative effects of noise, air and dirt pollution, social evils, and so on.

Role of advertising at various levels of distribution:

Advertising has a role to play at each stage of distribution consisting of the
manufacturers, the middlemen, the salesmen and the consumer. They are studied
under the following heads:

I. Manufacturers and Advertising:

Manufacturers and producers, who intend to make available goods to the
people at profit take advantage of advertising to popularise their products and
services. The specific benefits that accrue to the manufacturers are:
a) It increases and stabilizes the sales turnover of the firm by giving consumer
awareness.
b) It maintains the existing market and explores the new by improving brand
image and brand loyalty.
c) It controls product prices.

II. Middlemen and Advertising:

In the chain of distribution, middlemen act as the essential links between the
producers and the consumers. Here roles of advertising are seen from the angle of
retailers, the last link in the chain of distribution:
a) It guarantees quick sales by bringing these whole ranges of products to the
notice of consumers quickening the pace of sales.
b) It acts as a salesman and has been rightly described as salesmanship in print.
It is a boon to retailers who are freed from the problems of sales management.
c) It makes retail price maintenance possible. The advertised products publish
the retail prices that are likely to be in force at least for three to six months
and in some cases over a year.

III. Sales-Force and Advertising:

Personal selling is the direct method of selling, while advertising is indirect.
Both are important in the scheme of successful marketing. The sales-force are
benefitted by advertisements as under:
a) It creates a colourful background upon which the extent of the salesman’s
success rests. Salesmanship without advertising is like a song without music.
b) It reduces the burden of his job. Advertising provokes public interest, wins
the confidence, and promotes conviction. With such ready background,
salesmen can capitalise easily to sell well.
c) It instills self-confidence. Advertising, by educating sales-force, acts as a
creative force as it instills self-confidence, initiative and drive in them.

IV. Consumers and Advertising:

The final aim of all marketing efforts is to satisfy the needs of consumers by
transmitting the benefits of productive efficiency to the final users. Advertising
helps consumers in three ways:
a) It is a driving-force in decision-making
b) It ensures better quality products at reasonable prices. Maintenance of quality and price
of a product is important not only as an objective but as a bench-mark for quality
improvement and price reduction.
c) It saves a good deal of time. Through ads, people know about products and services
they are to only contact the selling outlets to get them.

V. Society and Advertising:

Advertising is both a business and social force and institution. As a business
and social process, it affects every-one in the society.The society stands to benefit
as under:
a) It uplifts the standard of living of the people.
b) It generates gainful employment opportunities.
c) It provides new horizons of knowledge.Each ad is a piece of information and
has a theme behind.
d) It up-holds the culture of a nation. The cultural function of advertising is to
understand, reflex and accept the value structure of society.

1..3. ADVERTISING AS A PROMOTIONAL TOOL:

Advertising is a form of mass communication. It is paid for by the seller who wants to
communicate about his product or service to the customers. The advertiser wants to
persuade and induce the reader, viewers or listeners to take some action viz. to buy the
advertised product so that the advertiser can have profitable sales. Thus, advertising is
defined as mass, paid communication of goods, services or ideas by an identified sponsor.
Advertising media are newspapers, magazines, radio, TV, cinema film, outdoor hoardings
and posters, direct mail etc.

Strength of Advertising as a Promotion Tool:

Advertising is a major promotion tool. It offers planned and controlled messages. It can
contact and influence numerous people simultaneously, quickly and at a low cost per
prospect. Hence, it is called mass means of communication. Mass production and mass
distribution totally depend on all forms of advertising and publicity. Advertising is the
backbone of modern national and international marketing.

(a) Objectives of Advertising:

(i) Promotion of new-product.
(ii) Support for personal selling.
(iii) Brand Patronage: Advertising programmes can aim at consumer awareness and
attitude. Buyers may be induced to purchase and repurchase,
(iv) Immediate buying action.
(v) Dealer support.

Advertising is a powerful promotion tool to establish and retain brand loyalty and even
store patronage provided the product itself does not suffer from quality-deficiencies.

(b) Advertising and Brand Patronage:

Advertising is an important promotion in order to establish brand patronage.
Customer preferences toward brand indicate the following tendencies:
(i) Brand Insistence:
A buyer insists on purchasing one brand only and will not accept a substitute.
(ii) Brand Loyalty:
A buyer has a strong attachment to the brand and will not accept a substitute, if the brand
is available.
(iii) Brand Preference
(iv) Brand Acceptance
A buyer will buy the brand and has an open mind to try another brand.
(v) Brand Awareness:
A buyer is merely aware of the existence of a brand but has limited knowledge about it.
(vi) Brand Unawareness:
A buyer has no knowledge about the brand. Most of the time an advertiser (seller) tries to
build a brand privilege or patronage for his product or service. Advertising expenses in
1990-Rs. 1,452 crore, 1992-Rs. 1,978 crore and in 1993- Rs. 2,300 crore through all the
media. Satellites communications network would bring about a remarkable rise in the total
expenditure incurred in TV, Video, Cable and Internet and Radio advertising at the
present time and total expenditures will be manifold compared to 1993 figures.

(c) Media Selection:

In making media selection, we have to consider the following factors:
(i) The financial allocation for advertising.
(ii) The nature of the product and the demand for it.
(iii) The type of prospects, their location and other characteristics.
(iv) The nature of competition and the extent of coverage required.
(v) Cost of media, co-operation and promotional aids offered by media, media circulation.
Right media of advertising will enable the advertiser to deliver the message effectively to
the intended markets or prospects.
Media choice is determined by a number of factors such as—Number of viewers, readers,
listeners, characteristics of audience-education, sex, income, family size, relative cost of
various media. Media selection helps the advertiser to find out which type of media to be
used.

Media of Advertising:
(i) Print Media – Newspapers, Magazines, Trade Journal and Periodicals.
(ii) Direct Mail – Catalogues, Leaflets, Pamphlets, Brochures, Price Lists, Sales
Letters/Circulars.
(iii) Transit Advertising – Railways, Buses, Aeroplanes, Trams, Taxes, Auto Rickshaws,
Car-cards.
(iv) Broadcast Media – Radio, T.V., Film, Screen Slides, Internet.
(v) Out-door or Mural – Posters, Hoardings, Sky advertising, Electrical
(vi) Other Forms – Window displays, point of purchase, Exhibitions, Directives,
Showrooms, Trade fairs, Advertising specialities such as calendars, diaries, pen-stands,
ball​pens Key-rings etc.

(d) Essentials of Good Advertising:

i. A good advertisement must have the right message communicated through the right
media. It must reach the right people and prospects and that too at the right time and at the
right cost. Right timing of an advertisement is very important.
ii. Advertisement must be properly understood by people and it should ignite their desire
to purchase.
iii. Advertising requires efficient planning, organising and effective control.
iv. Message creation is called the art of advertising. The message must capture the
attention, arouse interest and ignite the desire to purchase.
v. A good advertising theme stresses, clearly the differential advantage of the product or
service over rivals.
vi. The presentation of the message involves the choice of words, pictures, symbols,
colours, slogan, testimonial and action.
vii. Media are chosen to reach the desirable segment of the population. Media selection is
based on the communication requirement, emphasis on the prospect, an eye on the
competition and the budget.
viii. Advertising campaigns can lead the prospect through the various stages of the
consumer decision process, such as awareness, comprehension, conviction, purchase and
repurchase.
ix. Sales are influenced not merely by advertising but by all tools of promotion
simultaneously.

(e) Assessment of Advertisement:

The ultimate purpose of advertising is to sell the product, service or idea.
However, advertising is only one element of marketing-mix. There are at least seven
factors beginning with the letter ‘P’ that influence actual sale.
i. Product itself. ii. Point of Purchase. iii. Package design. iv. Personal selling.
v. Promotion or Sales Promotion-aids. vi. Publicity and Advertising. vii. Price.
Obviously, advertising alone cannot achieve a sales target, though it is a very vital element
in our total marketing effort. If advertising is regarded as a sales tool in our advertising
campaign, the effectiveness of that campaign should be measured in terms of sales results.

(f) USP and Brand Image:

Unique Selling Proposition (USP) makes the brand stand out in the crowd and shows its
prominence. The concept of USP came from Rosser Reeves of the Ted Bates agency, who
advocated that an advertisement needs to sell itself. A small Indian company Balsara’s
“Promise” tooth-paste made a successful entry into the oligopolistic tooth-paste market
dominated by MNC like Colgate-Palmolive due to wise use of “USP” concept through the
advertisement showing that “Promise contained clove oil traditionally recognised as an
effective medicine for toothaches.” The strong USP “The Clove Oil” was combined with
well planned powerful integrated promotional tools.

Following three factors are responsible for the development of USP:

1. USP should relate to a specific Product benefit.
2. It is unique in the sense, no other company has claimed before.
3. Product sales must improve.

(g) Pre-writing consideration and Advertising Appeal:

The advertising appeal is the central idea around which the advertisement is created. This
is a unique sales proposition. It represents a specific point of view to be stretched in the
advertisement. It can arouse desire and induce action on the part of customers. The appeal
is the heart and soul of advertising copy messages. Various appeals are used in
advertisements for selling products or services. Selection of appeal is made by means of
consumer research. Beauty, health, comfort, economy, love and affection etc. are used as
common appeals. The appeal becomes the driving force leading to purchase of a
product/service. It arouses the desire for purchase.

PROMOTIONAL MIX
Promotion mix is the specific blend of advertising, public relations, sales promotion,
personal selling and direct-marketing tools that the company uses to persuasively
communicate customer value and build customer relationships

Advertising:
Advertising is the paid presentation and promotion of ideas, goods, or services by an
identified sponsor in a mass medium. Examples include print ads, radio, television,
billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile
apps, motion pictures, web pages, banner ads, emails

I) Kinds of advertising:

A. Advertising based on Demand influence Level ​- Advertising can be grouped on the

basis of whether advertisers attempt to promote in general or specific brand of product.
Two types of advertising can be grouped in this category.

1. Primary Demand Advertising – Primary demand refers to the demand for the generic
products like TV, Milk and Magazines, etc. Primary demand advertising intends to
promote the demand of a product and not simply one particular brand of that product.

2. Selective Demand Advertising – The selective demand advertising is done with the
objective of stimulating the demand of specific brands in which the advertiser deals.
Competitive advertising stimulates selective demand. The advertisements of Surf, Godrej,
Colgate, Nescafe, Samsung, and Sony are all examples of selective brand advertisements.

B. Advertising based on Objectives -​ Another classification of advertising is on the basis

of objectives/functions they are expected to perform. Such advertising comprises –

1. Institutional Advertising – The institutional advertising is intended of focus and

enhance the image of the institution. Big companies like Reliance, L&T, and Godrej etc.
resort to this type of advertising.

2. Product Advertising – A large number of advertisements fall under this category. The
purpose of this advertising is to stimulate the demand of the product being advertised and
includes description of the product, size, quality benefits, uses etc.

3. Public Service Advertising – Public service advertising is done as part of social

responsibility by the advertiser. The focus of this advertising is welfare of the public and
includes social, economic and cultural issues of public interest. For instance,
advertisements of road safety, pollution control, AIDS family Welfare, literacy etc, Such
advertising may intend to educate, creating awareness, information and reminding the
public at large.

C. Advertising based at Audience - ​Such advertising is targeted to a specific segment of

audience and depending on the nature and requirements of the audience. Advertising copy
is prepared and messages are drafted. Such advertising includes –

1. Consumer Advertising – Most of the consumer goods producers engage in consumer

product advertising. Such advertising is done for the ultimate user of the product
appealing directly to the buyers/consumers. Toothpastes, Soaps, Cold, Drinks and
Cosmetics are all examples of consumer advertising. Such advertising may be done
through various media like Radio, TV and Print (newspapers and magazines.)

2. Industrial Advertising – The manufacturer of industrial goods such as raw material,

machinery, equipment, suppliers or fabricated parts do industrial goods such as
advertising is targeted towards industrial buyers with the object of promoting goodwill of
the product as well as the company persuades industrial users to deal in the product being
advertised. Such advertising is done through Trade Journals, Magazines, Catalogues and
Direct Mail etc.

3. Trade Advertising – This category includes all such advertisements that are directed to
retailers and suppliers of consumer’s goods. The main purposes of these advertising is to
convince the retailers to stock a particular product and emphasis is an improved profit
potential.

4. Professional Advertising – There are certain products for which consumers they do not
take the buying decision. The professionals like doctors, dentists, architects, civil
engineers etc. exert considerable influence in consumers' purchase decisions. Because
these professionals are considered to be an expert in their field, the consumers respect
their judgment about the quality and usefulness of the product hence these professionals
demand comprehensive evaluate criteria for the produc​t.

D. Timing of the Response it Elicits​ - Such advertising includes –

1. Direct Action Advertising – The objective of direct action advertising is to obtain the
immediate or response over a short period of time. Such advertising uses words like –
Hurry, Discount/offer is valid for limited period, send the enclosed etc. Such
advertisements are given to make sales promotion campaigns successful.

2. Indirect Action Advertising – Such advertising to create a favorable attitude of the

customer about the product, company. Therefore such advertising is a normal part of the
company’s advertising strategy to get a positive response in the long run and not to seek
immediate response in the form of inquiries or orders. Action sought here is indirect in
nature.

E. Advertising based on Geographical coverage - ​Advertising can be classified on the

basis of geographical coverage also. The message of such advertisements are aimed at
specific response for specific geographical segments –

1. National Advertising – This advertising spread, throughout the country, largely uses
such advertising. Such companies select those advertising media, which have wide
accessibility. Companies like Ford, Reliance, Tata, Broke Bond, Escorts advertising their
products at the national level.
2. Local Advertising – The Company with limited resources, productions and target
market do local advertising. Big companies, who are interested in penetrating the local
market intensively, many also sometimes use the local media for advertising.

3. Global Advertising – Multinational firms do the business in different countries. Firms

such as IBM, Proctor & Gamble, Sony, National Panasonic, and General Electric etc.
advertise globally through international media. However, they will have to keep local
cultural conditions into consideration while preparation of advertising copy.

F. Others - ​Besides the above, other types of advertising can be as follow &

i) Print Advertising – Newspapers, Magazines, Brochures, Flyers

• The print media have always been a popular advertising medium.
• Advertising products via newspapers or magazines is a common practice

ii) Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

• Outdoor advertising is also a very popular form of advertising, which makes use
of several tools and techniques to attract the customers outdoors.
• The billboard advertising is very popular however has to be really terse and
catchy in order to grab the attention of the passers by.
• The kiosks not only provide an easy outlet for the company products but also
make for an effective advertising tool to promote the company’s products.

iii) Broadcast advertising – Television, Radio and the Internet. Broadcast advertising is a
very popular advertising medium that consists of several branches like television, radio or
the Internet.

iv) Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand
is incorporated in some entertainment and media channels like movies, television shows
or even sports. There is no commercial in the entertainment but the brand or the product is
subtly( or sometimes evidently) showcased in the entertainment show.

v) Surrogate Advertising​ ​– Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product
is banned by law. Advertisement for products like cigarettes or alcohol which are
injurious to health are prohibited by law in several countries and hence these companies
have to come up with several other products that might have the same brand name and
indirectly remind people.

vi) Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer
getting immune to the exaggerated claims made in a majority of advertisements, there
exist a section of advertisers that still bank upon celebrities and their popularity for
advertising their products. Using celebrities for advertising involves signing up
celebrities for advertising campaigns, which consist of all sorts of advertising including,
television ads or even print advertisements

vii) Pioneering advertisement - Pioneering Stimulates primary demand for new product or
category. Used in the PLC introductory stage.

viii) Competitive advertising ​- ​Competitive Influences demand for brand in the growth
phase of the PLC. Often uses emotional appeal.

ix) Financial Advertising – Financial advertising refers to advertisements issued by

financial institutions like bank mutual funds and other companies offering sale of
shares/debentures to the public.

x) Cooperative Advertising – When two or more advertisers join hands to participate in

the advertising campaign collectively, it is termed as cooperative advertising. Examples
include Acc, Indian Bank Association etc.

xi) Push and Pull Advertising – Push advertising is aimed at advertising the benefits of the
products to the retailers and the middleman so they can carry the product and promote it to
the customer. Pull strategy, on the other hand, is often used in a situation when the
manufactures go directly to the consumers and stimulate the demand for the products that
the customer will ask and the dealers will be motivated to stock the brand in order to
please their customers.

xii) Comparative Advertising – It compares specific product attributes with competitor’s

brand. Today’s comparative advertising is used widely. Here the advertiser put the
competitors name (sometimes not) and highlighted the advantages of his product.
Negative comments about competitors are viewed as unethical or unprofessional.

II) Principles of advertising:

1) VISUAL CONSISTENCY - Repeatedly exposing your target to a specific image or

display. In addition, doing so will embed this into their long-term memory. If you are not
developing visually consistent ads then you may not create a connection with your target. s.
An advertisement with visual consistency across numerous ads and exposures will help to
move the message from short-term to long-term memory. This can help make the
advertisement effective.

2) CAMPAIGN DURATION - The duration of a campaign should be identified early in the

development stage. As touched on above, displaying the same ad for a set period of time will
embed the message in long-term memory. However, just as important is determining exactly
how long to run the ad. If you run it for too long it may become stale to your target, and they
may lose interest. Many campaigns last about 6 months, but the length will vary depending on
your frequency and reach.

3) REPEATED TAGLINES - Consistent ​taglines​ go hand-in-hand with visual consistency.

This will give you one of the most effective approaches. The advertisement can change, but
repeatedly using the same tagline and imagery will help consumers to make a connection with
their current knowledge of your brand.

4) CONSISTENT POSITIONING - When first developing a product you should put some
time into how you will position your product in relation to your competition. This ​positioning
strategy​ should be displayed frequently through the product’s life and in all advertisements
used. Inconsistency will make it difficult for viewers to remember the brand for something
definitive.

5) SIMPLICITY - This should become a pillar of your advertisements. Firstly, a simple

advertisement is much easier to comprehend than a complex one. If you are creating a print
ad, use a short tagline with limited copy. It will be much easier to read and remember than an
overloaded​ ad.

6) IDENTIFY A SELLING POINT - This is one of the most important aspects of an

advertisement. The viewers must be able to quickly identify three things. Attempting to offer
multiple ​selling points​ to viewers can confuse them by presenting too many ideas at once.
Therefore, focus on one point for the campaign that you believe will best sell the benefits of
the product to your consumers.

7) CREATE AN EFFECTIVE FLOW - All advertisements should lead the viewer to a desired
action or conclusion. In print ads, the viewer’s eyes should be moved to the key point of the
ad. Similarly, for television, the flow should be developed to end with your key point being
the last thing viewers will remember.

Process of advertising/ major decisions in advertising:

i) OBJECTIVE SETTING - A Specific Communication Task must be accomplished with

a Specific Target Audience during a Specific Period of Time. The objective of advertising
may be due to one of the following types: ​Informative Advertising ​Build Primary
Demand​. Persuasive Advertising​ Builds Selective Demand. ​Comparison Advertising
Compares One Brand to Another. ​Reminder Advertising ​Keeps Consumers Thinking
About a Product.

ii) SETTING THE ADVERTISING BUDGET - The next step is to set the advertising
budget. This decision is based on the product differentiation, advertising frequency,
competition & clutter, market share, stage in the product life cycle.
iii) CREATING ADVERTISING MESSAGES - Plan a Message Strategy. The General
Message to Be Communicated to Customers must be created.Develop a Message which
Focuses on Customer Benefits.

iv) SELECTING ADVERTISING MEDIA -

Step 1​. Decide on Reach, Frequency, and Impact
Step 2​. Choosing Among Major Media Types, Media Habits of Target Consumers, Nature
of the Product, Type of Message, Cost.
Step 3​. Selecting Specific Media Vehicles and Specific Media Within a Given Type, i.e.
Magazines. It must Balance Media Cost Against Media Factors: Audience Quality &
Attention, Editorial Quality.
Step 4. ​Deciding on Media Timing, Scheduling of Advertising Over the Course of a Year,
Pattern of Ads.

v) ADVERTISING EVALUATION - Evaluate the communication effects whether the ad

is communicated well or not and sales effects whether ad is increasing sales or not.

Sales Promotion:
Sales promotion is the short-term incentives to encourage the purchase or sale of a product
or service • Discounts • Coupons • Displays • Demonstrations Major Promotion Tools

A) Types of Consumer Promotions

i) Coupons - A coupon offers a price reduction to the consumer. It may be a percentage off
the retail price, such as 25 or 40 percent, or an absolute amount. Most coupons are sent
through print media, with the vast majority distributed through freestanding inserts (FSI),
or sheets of coupons distributed in newspapers, primarily on Sunday. FSI and print media
remain popular for several reasons.

ii) Contests - The words contest and sweepstakes tend to be used interchangeably, yet
some differences exist, primarily legal. Contests normally require the participant to
perform an activity. The winner will be selected from the group that performs best or
provides the most correct answers. Often, contests require a participant to make a
purchase to enter.

iii) Sweepstakes - Sweepstake entries do not require a required activity. Consumers enter
as many times as they wish, although companies can restrict customers to one entry per
visit to the store or location. Probability dictates the chances of winning a sweepstakes.
The odds of winning must clearly be stated on all point-of-purchase (POP) displays and
advertising materials. In a sweepstakes, the probability of winning each prize must also be
published in advance.

iv) Refunds and Rebates - Refunds and rebates are cash returns given to consumers or
businesses following purchases of products. A consumer pays full price for the product
but can mail in a proof of purchase. The manufacturer then returns a portion of the
purchase price. A refund is a cash return on what are called “soft goods,” such as food or
clothing. Rebates are cash returns on “hard goods,” which are major ticket items such as
automobiles and appliances.

v) Sampling - Sampling is the actual delivery of a product to consumers for their use or
consumption. In business-to-business markets, samples of products may be given to
potential clients. Sampling can be featured in the service sector. Consequently, sampling
can provide an effective method of getting consumers to try and purchase a particular
brand.

vi) Bonus Packs - When a company places an additional or extra number of items in a
special product package, it is a bonus pack. Examples include offering four bars of soap
for the price of three.

vii) Price-Offs - A price-off is a temporary reduction in the price of a product to the

consumer. A price-off can be physically marked on the product. Producing a label with the
price reduction pre-marked forces the retailer to sell the item at the reduced price. This
ensures the price-off incentive will be passed on to consumers.

B) Trade Promotions
Trade promotions are incentives designed by members of the market channel to entice
another member to purchase goods for eventual resale. Marketers aim trade promotions at
retailers, distributors, wholesalers, brokers, or agents. A manufacturer offers trade
promotions to convince another member of the trade channel to carry its goods.

Types of trade promotion:

i) Trade Allowances - Trade allowances provide financial incentives to channel members
to motivate them to make purchases. Trade allowances take a variety of forms. Each
makes it possible for a company to offer discounts or other price-reductions to customers
in the channel.

ii) Trade Contests - To achieve sales targets and other objectives, some channel members
provide trade contests. Winners receive prizes or cash, or spiff money. Contests are held at
every level within the channel. They can be between brokers or agents, wholesalers, or
retail stores.

iii) Trade Incentives - Trade incentives are similar to trade allowances. The difference is
that trade incentives involve the retailer or channel member performing a function in order
to receive the funds. The purpose, however, remains the same as for trade allowances: to
encourage the channel member either to push the manufacturer’s brand or to increase
purchases of that brand.
iv) Premiums and Bonus Packs - Instead of providing the retailer with a price discount, a
manufacturer might give free merchandise in the form of a premium or bonus pack. The
bonus packs are free to the retailer and are awarded either for placing the order by a
certain date or for agreeing to a minimum-size order.

v) Trade Shows - A trade show provides the opportunity to discover potential customers
and sell new products. Relationships with current customers can be strengthened at the
show. A trade show often grants the opportunity to investigate the competition. A trade
show can strengthen the brand name of a product as well as the company’s image.

Public Relation:
Public relations involves building good relations with the company’s various publics by
obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events
• Press releases • Sponsorships • Special events • Web pages

Public Relations Functions:

• Identify internal and external stakeholders
• Assess the corporate reputation
• Audit corporate social responsibility
• Create positive image-building activities
• Prevent or reduce image damage

i) Identifying Stakeholders - Each recipient of company communications is important.

Any constituent who makes a contact with a company should receive a clear, unified
response. A stakeholder is a person or group who has a vested interest in the
organization’s activities. Public relations employees observe stakeholders and, when
appropriate, target them with communications. The department is responsible for making
certain all communications to each of these publics consistently present the firm’s
message and image.

ii) Assessing Corporate Reputation - A corporation’s reputation is fragile and valuable.

Well-received corporate and brand names enhance businesses during the good times and
protect them when a crisis or problem occurs. A company’s reputation influences
consumer decisions regarding which brands to purchase. Investors select where to place
money based on corporate reputations.

iii) Corporate Social Responsibility - Corporate social responsibility refers to an

organization’s obligation to be ethical, accountable, and reactive to the needs of society. It
means companies work toward the greater good of society by taking positive actions.

iv) Creating Positive Image-Building Activities - In an effort to positively influence

consumer and other stakeholder views of a company, many firms engage in cause-related
marketing and green marketing. These planned events draw positive attention to the
organization as a solid corporate citizen, one committed to social responsibility. The
public relations department sends out messages in the form of press releases and holds
press conferences to highlight these positive, image-building activities.
➔ Image-Building Activities - • Empowerment of employees • Charitable
contributions • Sponsoring local events • Selling environmentally safe products •
Outplacement programs • Supporting community events
➔ Image-Destroying Activities • Discrimination • Harassment • Pollution • Misleading
communications • Deceptive communications • Offensive communications

v) Preventing or Reducing Image Damage - Another public relations function, damage

control, involves reacting to negative events caused by a company error, consumer
grievances, as well as unjustified or exaggerated negative press. Damage control applies to
two situations. The first occurs when the firm has made an error or has caused legitimate
consumer or public grievances. The second takes place when unjustified or exaggerated

Direct Response Marketing

Direct response marketing (or direct marketing), involves targeting products to
customers without the use of other channel members. Notice that direct marketing can be
aimed at customers as well as prospects. Many pharmaceutical companies employ direct
response advertising, especially on television and in magazines. A recent study revealed
that this direct response approach works.

METHODS OF DIRECT MARKETING:

I) Direct Mail - It remains the most common form of direct response marketing. Direct
mail reaches both consumers and business-to-business customers. The quality of the
mailing list normally determines the program’s success. Companies utilize two sources
when compiling a mailing list: the firm’s internal database and/or a commercial list. The
company’s marketing department parses an internal list and separates active members
from inactive members. Prospective new customers receive different direct mail pieces
with messages designed to entice repeat purchases.

II) Catalogs - Many consumers enjoy catalogs and view them at their leisure. Catalogs
have a longer term impact because consumers keep and share them. Catalogs feature a
low-pressure direct response marketing tactic that gives consumers time to consider goods
and prices. Successful cataloging requires an enhanced database. Catalogs are essential
selling tools for many business-to business marketing programs. They provide more
complete product information to members of the buying center as well as prices for the
purchasing agent.

III) Mass Media - Television, radio, magazines and newspapers provide additional tools
for direct response advertising. Direct response TV commercials are slightly longer (60
seconds), which allows a potential buyer time to find a pen to write down a toll-free
number, an address, or a website. Catchy, easy-to-remember contact information is often
used. Repeating the response format helps customers remember how to respond. Often a
“call-now” prompt concludes the commercial.

IV) Internet and Email - The internet offers a valuable form of direct marketing.
Consumers respond directly to ads placed on a website, and direct response
advertisements can be placed on search engines and used in emails. Email provides a
cost-effective method of reaching prospects. It builds relationships with current customers
through personalization of communications and by presenting marketing offers tailored to
each consumer’s needs, wants, and desires.

V) Direct Sales - In the consumer sector, Amway, Mary Kay, Avon and other companies
rely on direct sales. The salesperson contacts friends, relatives, coworkers, and others and
provides them with small catalogs or marketing brochures. Alternatively, individuals host
parties and invite friends and relatives to see products.

VI) Telemarketing - Telemarketing takes place in two ways: inbound or outbound.

Inbound telemarketing occurs when an individual initiates a call to a company. When a
customer places an order, cross-selling can occur by offering other products or services.
At times, customers make inbound calls to register complaints or talk about problems.
Direct response marketing provides information about how to solve the problem. The least
popular method for direct marketing is outbound telemarketing. Successful outbound
programs tie into databases that identify the customers or prospects that have had prior
relationships with the company. Only those individuals receive contacts.

Personal Selling
Personal selling features a face-to-face opportunity to build relationships with
consumers. It takes place in both consumer and business-to-business transactions.
Personal selling may result in the acquisition of new customers in addition to influencing
current customers to increase levels of purchases. Salespersons provide various services
and work to maintain existing relationships. The goal of personal selling should not be
limited to making sales. Developing long-term relationships with customers should always
be a key objective. Relationship selling seeks to create a customer for life, not for a single
transaction.

Steps in the Selling Process

• Generating leads
• Qualifying prospect
• Knowledge acquisition
• Sales presentation
• Handling objections
• Sales closing
• Follow-up
I) Generating Leads - Firms that rely heavily on personal selling to generate sales utilize
referral marketing, a strategic approach designed to generate leads from both customer
and non-customer sources. Experience referrals directly result from a company’s work and
typically come from current and former customers. Reputation referrals are provided by
non-clients. They are based on the reputation that a company holds in a community or
industry. The final method for generating leads is a network referral. These referrals are
the least attractive because the prospect has limited knowledge of the company. The
referral may be generated when a company employee makes contacts during a social
gathering, with a business organization, or through social media.

II) Qualifying Prospects - Every lead or prospect may not be viable. Also, all prospects do
not hold equal value. With this in mind, qualifying prospects means evaluating leads in
two dimensions: the potential income the lead can generate and the probability of
acquiring the prospect as a customer. Based on the outcomes of these evaluations,
marketers make determinations about the best methods of contact and what happens with
the lead.

III) Knowledge Acquisition - During the knowledge acquisition phase, the company’s
salespeople or other members of the sales department gather materials about the prospect.
The more a salesperson knows about a prospect before making the sales call, the higher
the probability of making a sale or gaining permission to demonstrate the company’s
prospect.

IV) The Sales Presentation - The initial sales call can be designed to gather information,
discuss bid specifications, answer questions, or to close the deal with a final pitch or offer.
The exact nature of the first sales call depends on the information gathered prior to the
call. Also, the stage of the buying process affects the presentation. The types of sales
presentations used typically fall into one of these categories: stimulus-response,
need-satisfaction, problem-solution, and mission-sharing. A stimulus-response sales
approach involves specific statements (stimuli) designed to elicit specific responses from
customers. The need-satisfaction sales approach seeks to discover the customer’s needs
during the first part of the sales presentation and then to provide solutions. The
problem-solution sales approach requires a team to investigate a potential customer’s
operations and problems, and then offers feasible solutions. In the mission-sharing
approach, two organizations develop a common mission. They then share resources to
accomplish that mission.

V) Handling Objections - Companies and individuals seldom make purchases after a sales
presentation without raising some objections or concerns. Salespeople anticipate
objections and carefully answer them. With the head-on approach, the salesperson
answers the objection directly. The salesperson takes care to not offend the customer.
VI) Closing the Sale - Often, the most important element of the sales call is the closing;
however, it may also be the most difficult part. Salespeople often experience feelings of
rejection or failure when prospects or customers say “no.” Successful salespeople are
masters at making the close. With the direct close, the salesperson asks for the order
outright. The approach may be used when objections have been answered and the
salesperson believes the prospect is ready to buy.

VII) Follow-Up - Keeping customers happy after a purchase can result in repeat business,
customer loyalty, and positive referrals. Quality follow-up programs are cost-effective
ways to retain customers, which is much cheaper than continually finding new ones.
Unfortunately, following up may be neglected by the sales staff. In this situation, the
company must designate other employees to follow up to ensure that customers are
satisfied with their purchases.

1.4. SOCIAL ISSUES IN ADVERTISING:

There are some positive and some negative aspects of advertising on the
social ground. The following are the issues relating to the social aspect of
Advertising:

i) Deception in Advertising:
The relation between the buyers and sellers is maintained if the buyers are satisfied with
what they saw in advertisement and what they got after buying that product. If the seller
shows a false or deceptive image and an exaggerated image of the product or provides any
misleading information in the advertisement, then the relationship between the seller and
buyers can’t be healthy. These problems can be overcome if the seller keeps their ads
clean and displays the right image of the product.
Example: In the era of modern technology, advertising and sale of products are
happening through online platforms where the customer has too little or no ability
to directly inspect the product. In such cases, deception becomes more prominent.

ii) Subliminal Advertising:

Capturing the Minds of the consumers is the main intention of these ads. The ads are made
in such a way that the consumers don’t even realise that the ad has made an impact on
their minds and this results in buying the product which they don’t even need. But “All
ads don’t impress all consumers at all times”, because the majority of consumers buy
products on the basis of the price and needs.
Example: Many don't see the subliminal message in Amazon's logo which has
been in use since around 2000. The arrow connecting A to Z, while forming a
grinning face, works so well to make you feel happy and see Amazon as an
all-inclusive resource having everything from A to Z with it.

iii) Effect on Value System:

The advertisers use puffing tactics, endorsements from celebrities, and play emotionally,
which makes ads so powerful that the consumers buy those products like helpless prey.
These ads make poor people buy products which they can’t afford, people picking up bad
habits like smoking and drinking, and buy products just because their favorite actor
endorsed that product. This affects the increased cost of the whole society and loss of
values of our own selves.
Example: The Gillete ad uses puffery through the tagline “The best a man can
get”. Hair product commercials endorsed by celebrities gives the impression that a
perfect hair as they have can be achieved by using that product thereby inducing
people to buy it. But in reality it is not so always.

iv) Offensiveness:
Some ads are so offensive that they are not acceptable by the buyers. These kinds of ads
are irrelevant to the actual product. But then there are some ads which are educational also
and now accepted by people. Earlier ads giving information about birth control pills was
considered offensive but now the same ads are considered educative and important. As the
generations pass, the advertisements should be in accordance with it so as not to indicate
anything offensive as much as possible.
Example: The ads of denim jeans showed girls wearing very less clothes and making a sex
appeal which is totally irrelevant to the product. But was done to get the attention of the
consumers.

ECONOMIC ISSUES IN ADVERTISING:

Businesses spend a lot of money on advertisements to promote their goods

and services to the customers. It has a variety of economic effects in practice. The
following are some of the issues relating to the economic aspect of advertising:

i) Value of Products:
The advertised products are not always the best products in the market. There are some
unadvertised products also present which are good enough. But advertising helps increase
value for the products by showing the positive image of the product which in turn helps
convince customers to buy it. But in reality, the unadvertised products may be more
efficient than the advertised one. Thus advertising diverts the market towards less efficient
products. For e.g. mobile phones were first considered as necessity but nowadays the cell
phones come with a number of features which makes them a mode of convenience for
consumers.
Example: Not many people are well aware of the CAT phone of the Bullitt brand. It is
rugged, waterproof and doesn't need a phone case. It has a thermal imaging camera and a
long battery life.

ii) Effect on Prices:

Some advertised products do cost more than unadvertised products but the vice versa is
also true. Ultimately the cost of advertisement is borne by the consumer as it is included in
the cost of the product along with profit. But some products do not advertise much, and
they don’t need much of it and even their prices are high but they are still the leaders in
the market as they have their brand name.
Example: Lamborghini cars are highly priced yet they have a brand image.

iii) Effect on consumer demand and choices:

Even if the product is heavily advertised, it does not mean that the demand or say
consumption rates will also increase. The product has to be different with better quality,
and more variety than others.
Example: Kellogg's corn flakes have a variety of flavors with different ranges to offer.
Hence there is demand for it throughout.

iv) Effect on business cycle:

There are some bad effects of advertisements on business cycles also. Sometimes,
consumers may find foreign products better than going for the national brand. This will
definitely affect the production which may in turn affect the GDP of the country.
Example: In the case of the shampoo industry, most of the shampoos used by Indian
households are foreign brands like pantene,clinic plus, etc.

LEGAL ISSUES IN ADVERTISING:

Legal actions can be taken against any advertiser who resorts to ridicule, acts against any
provision of the constitution, breaches law, obscenity or violence, glorify terrorism,
communal massacres, depict women in a vulgar manner, promotes prohibited
goods,services, indecency and social evils,etc. The following are issues in advertising
from the legal perspective:

i) False Advertising:
Companies who are trying to sell products will take the time to highlight the benefits of
the products they deliver. They cannot make claims about their products That simply are
not true, but that does not stop them from trying. Many companies make wild claims that
simply cannot be substantiated, and are therefore a risky type of ad to show which can
lead to legal action.
Example: Maruti Udyog Ltd (MUL) was ordered by the New Delhi District Consumer
Disputes Redressal Forum to pay Rs. 1 lakh to one of its customers as compensation for
inducing them to buy a car through misleading advertisements on its mileage. It was asked
to conduct its own fuel efficiency test and inform buyers about the minimum and
maximum possible mileage in its future advertisements.
ii) Disclaimers:
When a harmful product is being advertised either for being sold or for being public
awareness to avoid it. Disclaimers have to be given appropriately otherwise it may lead to
legal issues.ne way to show these types of ads and stay away from legal problems is to
ensure that ts.
Example: Tobacco products must come with a health warning attached, and which cannot
be shown to minors. The vintage tobacco ad shown to the right is not legal in the current
scenario. Such advertisements are banned under the Cigarettes and Other Tobacco
Products Act, 2003.

iii) Comparative Advertising:

Advertisements while promoting one product should not degrade another product of a
competitor or rival company in any form. Even if the product of the competitor is not
explicitly shown, even the mere depiction of that product's design or colours may attract
legal issues.
Example: Dabur India Ltd.v. Wipro Ltd., Bangalore, 2006
Wipro started airing a TV commercial for its Sanjeevani honey in which a lady is
shown holding a bottle of honey which resembles the Dabur Honey bottle.

ETHICAL ISSUES IN ADVERTISING:

The world of advertising has its own set of stories about the good and the
bad, truth and dishonesty. In advertising, just as in the world at large, there are
not only clear instances of good and bad behaviors but also a vast grey area that
lies between these extremes—an area where ethical decisions must be made on
a daily basis which otherwise would lead to great consequences if not handled
properly

i) Mock-Ups, Demonstrations, and Simulations in Ads

Many ad campaigns use mock-ups rather than real products in order to simulate the way
products work. When some of these practices came to the attention of the public, some
people called them “deceptive advertising.” Certain ads show demonstrations which are
made up and when done in real don not work so. Certain other ads use a simulated
environment to shoot the ad which is ideal for the product and in a real environment the
product does not match the descriptions as depicted in the ad.
Example: Shooting a commercial would normally occur in a studio under hot lights.
Under these circumstances, real ice cream would melt quickly. A substitute for the ice
cream say, mashed potatoes or shaving cream that would simulate how the ice cream
would behave under ordinary circumstances can be used which is actually deceptive.

ii) Disclosure:
The specifications of the product and any health hazard associated to it must
be made known to the consumer. In the case of food products any element which
could lead to allergies has to be specified. In the case of pharmaceutical drugs, any
fatal reactions or other cautionary advice if any has to be disclosed.
Example: Lunesta advertisements speak about a good night’s sleep, but they also offer
important safety information that the drug can cause addiction and has other side effects
such as headaches. A second full page, plus an additional column, provides a summary of
information about using Lunesta safely. In order to be “truthful,” does every ad need to
give this much information about risks associated with the product, or do different kinds
of products need different disclosures ? is the ethical question to be answered.

iii) Impression Management:

An area where advertisers and marketers must decide what is permissible, justified and
ethical is impression management. This involves some manipulation of literal facts to
make it look favorable.
Example: It is known by visitors to Disney parks all over the world that posted waiting
times for admission to exhibits and amusements are faster than expected. Is it ethical to
post wait times that are actually longer because they want to make visitors happy about
how fast the lines move? Is this a good business strategy to satisfy consumers, or is this a
misleading practice that actually dupes consumers into believing something which is not
true ? Thus this practice has such ethical aspects.

iv) Community Standards:

Ethical standards in advertising need to take community standards into
account. A single set of universal standards about what is good, bad, or just
acceptable is difficult to apply everywhere. What may be appreciated in one
community may be off limits in another. In addition, local histories and social
issues interact with ads to produce unique local interpretations and meanings.
Example: This ad for jeans plays off Leonardo da Vinci’s famous Last Supper. Here
gender is reversed and religious imagery has been put into the service of selling. This ad
had to be withdrawn in Italy and Spain because the predominantly Catholic public did not
like it. When an ad so clearly violates public standards, what should be the process for
changing or removing the ad? Is it the responsibility of the company, the government, or
the individuals who object? Is the issue to be handled.

v) Advertising to Children:

Is it ethical to advertise to children? Some people think not, but advertisers continue to do
so. The central question here is whether children should be treated like other consumers,
or whether they deserve special treatment or should not be advertised to at all.
Example: Products such as cereals, chocolates, health drinks, etc show colourful cartoon
characters as well as offer many attractive freebies targeting the children.
1.5. ADVERTISING AS A COMMUNICATION PROCESS

Nature of communication:
Communication means the “exchange of ideas” between a sender and a receiver.
Effective communication depends on the nature of the message, audience’s interpretation
of it and the environment in which it is received.

Communication process:

A) Elements of communication process:

1. Sender- is a person who sends the message. A sender makes use of symbols (words or
graphic or visual aids) to convey the message and produce the required response. The
views, background, approach, skills, competencies, and knowledge of the sender have a
great impact on the message.

2. Receiver- is a person for whom the message is intended or aimed. The degree to which
the decoder understands the message is dependent upon various factors such as knowledge
of the recipient, their responsiveness to the message, and the reliance of the encoder on the
decoder.

3. Message- is a key idea that the sender wants to communicate. It is a sign that elicits the
response of the recipient. Communication process begins with deciding about the message
to be conveyed. It must be ensured that the main objective of the message is clear.

4. Channel (media)- are the way you convey your message. These channels include verbal
such as telephone, and face-to-face conversations as well as non-verbal such as e-mail and
text messaging.
5) Encoding- is the process where the information you would like to communicate gets
transferred into a form to be sent and decoded by the receiver.
FORMS OF ENCODING:
● Verbal - SpokenWord, WrittenWord, SongLyrics.
● Graphic - Pictures, Drawings, Charts, Symbols
● Musical - Arrangement, Instrumentation, Voices
● Animation - Action/motion, Pace/speed, Shape/form

6) Decoding- is on the receiving end of communication. This stage is just as important as

encoding. Communication can go downhill at this stage if the receiver is not practicing
active listening skills or if they do not possess enough information to accurately decode
the message.

7) Response- The listening stage wherein the listener provides verbal and/or nonverbal
reactions to what she hears.

8) Feedback- is the main component of the communication process as it permits the sender
to analyze the efficacy of the message. It helps the sender in confirming the correct
interpretation of the message by the decoder. Feedback may be verbal (through words) or
non-verbal (in form of smiles, sighs, etc.). It maybe observable eg. purchase behaviour or
non-observable eg.research based measure.

9. Noise- is any type of disruption that interferes with the transmission or interpretation of
information from the sender to the receiver. Communication noise can have a profound
impact both on our perception of interactions with others and our analysis of our own
communication proficiency. Sources of noise maybe
➢ White noise - caused due to signal transmission.
➢ Clutter - Competitive messages ie. including a lot of messages in one ad.
➢ Situational factors - Distractions which may occur at the time of communication.

B) Communication channels:
They may be broadly categorised into 2:
● Personal channels - Word of mouth, personal selling.
● Non personal channels - Print media, Broadcast media.

2.1. ADVERTISEMENT COPY & ADVERTISEMENT DESIGNING

2.1.1 MEANING - PREPARATION AND PROCESS

​An advertising copy is a term used to describe the main text used in the
advertisement. The text could be dialogue, a catchy phrase, punch line or a company’s
dictum. It is a print, radio or TV advertising message that aims at developing and retaining
the interest of the target audience and prompting them to purchase the product within a
couple of seconds.
Definition:
● According to Otto Kleppner “ The advertisement copy refers to the reading matter
that from the text of the advertisement, whether the text consists of only one word
or many thousand words.”
● In the words of S.W. Dunn and Barban, “The copy, regardless and medium, is
basically amplification of the headline theme or of the visualization.”
● According to Wells, Bueneett and Moriarty, “Copy is the text of an advertisement
or the words that people say in a commercial.”
● According to O Guinn, Allen, and Semenik, “Copywriting is the process of
expressing the value and benefits a brand has to offer via writing or verbal
descriptions.”
● According to George Clark , “ Copywriting is a specialized form of communication
ideas that are meant to serve the requirements of modern marketing​.

A) Characteristics of Advertisement Copy:

1) Written or Audio-Visual Text: Advertising copy is the reading matter or spoken

material or text to be shown on TV. It includes the words, sentences, paragraphs,
subheads, headlines, figures and illustration in an advertisement.

2) Advertisement Message: Advertisement copy explains the message or the central idea
of an advertisement. It is designed to convey the message to whom it is intended.

3) Focus on AIDA – The main purpose of advertising copy is to influence the attitudes
and action of buyers so that it results in more purchase by them and greater sales volumes
for the advertisers. A well designed copy calls attention, creates interest, produces and
leads the prospects to action.

4) Visualisation – Vision creates a copy. Visualization is an essential element of the copy,

copywriters are versatile people who have great vision. In addition to having an ear for the
right, or clever phrase, they listen to how people talk and identify the tone of voice that
best fits the target audience and advertisement need.

5) Word-oriented Creative Concept – Advertisement copy is a word-oriented creative

concept, Finding these “magic words” is the responsibility of copy writers who search for
the right words to warm up a mood or soften consumer resistance.

6) Layout – An advertisement copy has its own layout. This layout is divided in display
copy and body copy (or text). Display copy includes all elements that readers see in their
initial scanning.

7) Visual Communication – In effective advertising, it’s not just the words that need to
communicate it’s visual, too. And they must work together to present the creative concept.
Words and pictures accomplish different message effects. In most advertising copies the
power lies with the visual and its primary function is to get attention. In copy, visuals are
because – a. Visuals generally are better at getting and keeping attention b. Pictures
communicate faster than words c. Seeing is believing. d. Visuals and field easily in
consumers’ mind, and e. Visuals differentiate products

8) Appeal – Appeal is an important ingredient of advertising. Rather, it is the basic object

and soul of the copy. Copy creates an appeal to buy and to act. This appeal is created
through poetic words, evocative language, illustrations and photos, attractive design
through artistic production.

9) Considerations – An advertising copy considers – a. The single most important thought

of the target market. b. The product features to be emphasized. c. The benefits a user
receives from these features, d. The media chosen for transmitting the information. e. The
suggested mood or tone for the ad, f. The ways in which mood ad atmosphere will be
achieved in the ad, and g. The production budget for the advertisement.

10)Tight Style- Advertising copy is tight. Wells and others write, “Every word counts
because both space and time are expensive. Ineffective words such as interesting, very. In
order to, buy and save, introducing, nothing less than wasting precious space.

11)Other features – a. An advertising copy can be a mix of written, audio or visual b. It

has an effective dialogue delivery c. Writing a copy is a creative process

2.1.2. TYPES OF AD COPY:

1) Educational copy – The object of this copy is to educate the people properly about the
uses of a product. This copy introduces new products in the market in such a way that the
product gets a warm welcome by the consumers. This copy highlights the special features
of the product, their uses, and benefits. Sometimes the new product is compared with the
existing ones. Educational copy of the advertisement may be of two types: introductory or
missionary. The introductory copy has the object to introduce the product while
missionary copy is created to propagate the existing product.

2) Institutional Copy – Institutional copy sells the name of the company or the
advertisement, not the product. The object is to build the goodwill of the firm. This copy
seeks to create the reputation of the firm through its philosophies, objectives and policies.

3) Reason-Why Copy – This term ‘reason-why’ was popularized by Claude Hopkins, who
believed advertising should always give consumers a reason to buy the product. With
sound reasons and arguments, this copy seeks to convince the readers about why a
particular product should be purchased.
4) Human Interest Copy – This copy makes its appeal to the emotions and senses of
human beings. Emotions include the feelings like sympathy, fear, curiosity, learning,
questioning, etc. while senses are like touch, hearing, sight, taste and smell. Thus, the
human interest copy appeals more to sentiments, impulses and heart rather than to the loci
and intellect. Human interest copy can be classified into following types –
a. Fear copy – The fear copy of advertisement appeals to the human sense of fear. This
copy arouses the interest to protect life and property. It creates awareness towards the
risks, dangers, hazards and perils of life by using ‘fear’.
b. Story copy – This story copy advertisement tries to create interest in the minds of the
readers through words, dialogues and language. The experiences of some customers with
the product advertised are narrated in the copy.
c. Predicament Copy – This copy explains humorously the major benefits of a product
over other competing products. Sometimes, it is prepared by using the elements of ear
story or philosophy.

5) Humourous Copy – Many advertisement copies are made more appealing by a touch of
humour. Brain Stendhal and Samuel Craig concluded the following generalizations about
humorous messages – a. Humorous messages attract attention b. Humorous messages may
detrimentally affect comprehension. c. Humour may distract the audience, yielding a
reduction in counter-argumentation. d. Persuasion is usually no greater than that of serious
appeals. e. Humour tends to enhance source credibility. f. A humorous context may
increase liking for the source and create a positive mood. g. Where humour is used to
reinforce attitudes the audience already accepts, it may increase the effectiveness of the
message.

6) Descriptive Copy – Most copies include some description of the product of service.
When the description becomes the major focus of the advertisement, the copy is called
descriptive. This copy is prepared when the appearance of the product or the reward it
promises needs strong emphasis in advertisement.

7) Testimonial – Dunn and Barbo write, “Testimonials are almost as old as advertising
itself, but they are still widely used and can be quite effective.” This copy generally
features ‘celebrities’ or popular personalities in the advertisement who come from
television, film sports, music and other highly visible fields. Advertisers tend to prefer
celebrities who are widely known, easily recognized, well liked, and who have not
endorsed a wide variety of products.

8) Dialogue Copy – Dialogue copy, if it is well written, is interesting, convincing, and

persuasive. Dialogue must be well-written. Poor dialogue is dull. Unnatural dialogue is
unconvincing.

9) Narrative Copy – In narrative copy, the story is important. Almost everyone likes to
hear an interesting story. It is a reliable approach to communicating and advertising point.
Among the common forms of narrative copy are the short story, the picture and caption,
and comic strip.

10) Suggestive Copy – This copy tries to provide valuable suggestions to the consumers
regarding the product directly or indirectly. a. Direct suggestive Copy – It appeals to the
reader directly about the product and tries to convince them. It makes statements with
reference to products. It does not compel the readers to buy. b. Indirect Suggestive Copy –
It does not express the message or the theme to the readers directly. The consumers are
expected to understand it in their own interest. Indirectly suggest the reader to buy the
product advertised.

11)Expository copy – This copy explains facts directly. It tells everything about the
product to the consumers. It does not hide the facts. The statements about the copy are
simple and direct.

12) Scientific Copy – In this copy, the technical specifications of a product are examined.
The features and merits of the product are described in scientific terms. It provides
conviction value to the copy. Saffols-a low cholesterol edible oil makes use of a scientific
copy.

13)Topical Copy – When the copy is integrated to a recent happening or event, it is called
topical copy. Most political events, national sports, world events, parliament news, or
global events are presented in topical advertising copy. For latest events in the field of
budgets or games topical copy can be used.

14)Questioning Copy – In this copy, several questions are put forward not to seek answers
but to emphasize a certain attribute. In marketing ready-mades, Park Avenue puts a
question in advertisement: Should a grown man's clothes just conceal his body or reveal
his mind? Thus, this copy can emphasize any aspect of the product by raising a question.

15)Prestige Copy – In this copy, the product is not directly advertised; rather a favourable
atmosphere is created for sale of the product. The copy is used to build an image of the
product. Vimal Shirting, S. Kumars Suiting have this kind of advertising Copy. These
create an image of a successful man’s product.

16)Comparative Copy – In this copy the advertiser’s named product is directly compared
with one or more competitive products. Otto Kleppner has given the following
conclusions about this advertising copy – a. The leader in a field has never embarked on
such campaigns. b. The most successful comparison ads are those comparing the
advertised product with products identical in every respect except for the specific
differential features in the ad. The stronger the proof that products are otherwise identical,
the better. c. The differences in features should be important to the consumer.
17)Intentional Copying – Sometimes advertisers intentionally copy elements from rival
creative in the same product category in order to create the dissonance with a view to
secure a competitive foothold. The idea behind it is to take away a competitive brand
advantage.

2.1.3. ELEMENTS OF AD COPY AND ADVERTISEMENT DESIGN​:

A) Elements/structure of ad copy:

1) Headlines​ – The headline is the most important statement in an advertisement. The first
thing a person reads, it relates the product to the consumer’s life. It’s the headline’s
responsibility to arouse the interest of readers. The headline is the word in the leading
position of the ad-the work that will be read first or is positioned to draw the most
attention. The prime function of headline are –
a. To gain immediate attention
b. To lure readers into the text
c. To select the right prospects by addressing their specific needs, wants, or interests
d. To put forth the main theme, appeal, or proposition of the ad in a few words.
e. To communicate the entire advertising message

2) Body Copy​ – Advertising body copy can be written to go along with various types of
creative appeals and executions comparisons, price appeals, demonstrations, humour,
dramatizations, and the like, copywriters choose a copy style that is appropriate for the
type of appeal being used and effective for executing the creative strategy and
communicating the advertiser’s message to the target audience.

a) Emotive – Within this kind of copy the emotions can be appealed to. The principal
emotional needs are self-assertion, sex and love, companionship, self-preservation,
acquisitiveness, curiosity, comfort and security.

b) Factual-hard-selling – This body copy uses the five-point AIDCA formula. It is the
attention, interest, desire, conviction, and action. It is very competitive, persuasive and
action promoting.

c) Factual-educational – This is still a hard-selling ad, but it will be more informative, like
the ads for the latest-model car.

d) Narrative – It is a more literary and leisurely written text. The copy is more like a story.

e) Prestige – Again, the copy may be in the narrative style, but being used mainly for
public relationship purposes.
f) Picture and Caption – This body copy is usually a series of pictures or cartoons with
captions explaining how to use the product.

g) Monologue or dialogue – Real or fictitious characters may be used to present the sales
massage. This could be testimonial advertisement with well-known personalities
expounding the merits of the product or the service.

h) Gimmick – Difficult to put over effectively because there is usually need for
concentrated reading, this style is sometimes used when a very original presentation is
required. It is more likely to be used in magazines.

i) Reader – It is headed by a statement that is an advertiser’s announcement.

j) Testimonial – This may be in the form of a monologue, but it could be a testimonial

statement linked to normal text copy.

k) Quotation – Within this kind of body copy a famous person’s words are quoted.

l) Back-selling – This is used to tell readers about a material ingredient or component

which is contained in a finished product, the object being to encourage its continued
usage.

m) Straight-line – This explains in straightforward terms why a reader will benefit from
use of a brand.

n) Dialogue – It delivers the selling points of a message to the audience through a

character.

o) Direct response – It highlights the urgency of acting immediately. This relies on sales
promotion devices.

p) Translation – It defines technical information into understandable language

3) Slogans​ - Slogans are catchy sentences or phrases which are easy to remember. It is
used by copywriters continuously for the sake of establishing. It creates an impact of
repetition. It gives an identity to the company or to its products. Slogans are a part of an
advertisement copy. It is a concise but effective way of telling an idea. Many headlines
have been sloganised. A slogan is kept in constant use at least for one campaign. Some
advertisements change the slogan for a new campaign. Mostly people know the slogan by
heart. Slogans are short, summarized headlines. In outdoor advertisements, slogans are a
must. In outdoors advertisements, slogans are both the headlines and the sales messages.
Slogans may use an appeal or a pleasant incident in the life of a product, a pleasant
description of a product quality. Basically they draw attention to the strength of the firm or
product. Some good slogans are:
1. "If it is Philips, you can be sure
2. "Things go better with Coke."

Characteristics of a good slogan​:

The slogan is simple and straight-forward. It is pleasant too.
1. It carries some pleasing sales ideas.
2. It conveys more in a compact form.
3. Good slogans finish the job in 7-8 words.
4. So many ideas give rise to one good slogan.

4) Illustrations -​ Prof. Rathor's comments on illustration are worth studying: "These

consist of photograph, drawing, graphs, charts, painting, and other pictorial devices.
Markets may use illustrations to gain attention comprehension, attitude change and
behaviour change. Illustrations, then, are of major value in conveying the theme.
Essential of Good Illustrations:​ 1. They should be suggestive 2. They should be clearly
reproduced. 3. They should be eye-pleasing 4. They should be properly set in the total
layout. 5. They should be relevant. 6. They should be suitable for the product and media.
7. They should harmonize with the copy.

5) Signature - ​The various details about the company such as its name, address, telephone
number, fax, email address, logo, website,etc. These details should be provided to aid the
customer in taking an action about enquiry or purchase of the product.

QUALITIES OF A GOOD ADVERTISEMENT COPY​ - The importance of a good

advertisement copy can hardly be overemphasized. All the planning, research and
expenses would go waste if proper care is not taken in drafting an advertisement copy that
will achieve the purpose of advertising. As James Hunter puts it “The aim of advertising
copy is that it shall be seen, read the message conveyed and then acted upon”. An
advertisement copy which fails in attracting the attention of the prospects and creating an
urge in their minds for possessing the product will naturally be of no use through a large
sum has been spent lavishly on advertising the product by the advertiser. A good copy of
advertisement should posses the following characteristics or qualities or values –

i) Attention value​ – An advertisement copy must attract the attention of the potential
consumers. If it fails in this mission, the whole money and effort will be wasted though it
possesses all other values because everything else follows this. So, it must have display
value.
a. Use of pictures b. Use of Display type or Heading c. Boarder etc.d. Price Quotation
ii) Suggestive Value ​– Having attracted the attention of the reader, the next task would be
to offer a suggestion about the use and the utility of the product that may remain inscribed
on the mind of the reader even when he forgets where he really says the advertisement.

iii) Memorizing Value ​- The copy of the advertisement should be so drafted and laid out
that the product will stick to the mind of the individual reader. Repetition of advertisement
with slogan is an effective method of creating a memorizing will that has tremendous
memorizing value.

iv) Conviction Value ​– An advertisement copy can be effective and achieve the desired
end when the suggestion contained in it is backed by convicting arguments. The advertiser
must be careful to include the statement in the advertisement copy which does not
conform to the product.

v) Sentimental Value ​– Sentimental play a very important role in advertising particularly

in the case of food articles. Sentiments reflect the personal feelings and attitudes of an
individual towards various things. They indicate reactions of a person in favour or against
a particular product.

vi) Educational Values ​– A good copy of advertisement must possess educational value
because the object of modern advertising is not merely to satisfy the existing demand but
to create future demand. So a good copy of advertisement should educate the general
public about the uses of the new product of the new uses of the same product.

vii) Instructive Appeal Value​ – Human thoughts and actions are guided by instincts and
indications. All that one thinks or does has its roots in one instinct or the other. Instincts
are the underlying forces which compel the men to act in certain ways. The most
important functions of an advertisement copy are to induce, persuade and motivate the
prospects to think well of a product and to take to its use.

B) Elements of advertisement design:

1. Visual Images - since people often “read” with their eyes, advertisers try to impress
people with eye-catching pictures, e.g., a picture of trees creates an impression of nature
or peace

2. Slogan – a business or company usually tries to include a short, catchy phrase that it
hopes people will remember, e.g., “Got milk?”

3. Logo – this is also a kind of visual image but it is specifically designed to represent a
product or company, e.g., the Nike “swoosh” or the McDonald’s golden M arches.
4. Text – not only do advertisers choose their words carefully, but they also choose the
size and font, and the placement of the words on the pages. Some ads contain only a few
words while others have entire paragraphs. Notice any use of “fine print”.

5. Colour - colours represent emotion. Advertisers choose which colours to use and how
many different colours to use, in order to create a certain mood or effect on the viewer,
e.g., reds suggest passion, whereas yellows suggest happiness

6. Space – advertisers must pay for the size of their ads, so they make sure that every part
of the space helps to sell the product. No space on an ad is left empty unless the designers
think an empty part of the ad space will help focus on the product

7. Value - Value describes the lightness or darkness of a color.

8. Line - A line is exactly what you think it is – a continuous mark connecting two points.

9. Shape - Shapes are two dimensional, or flat. A shape is height and width only in
advertising design.

10. Form - Forms are three dimensional – height, width, and depth. You get volume and
mass with form.

11. Texture - Texture describes the surface of an object. The artist renders the object to
give an idea of how it would feel to the touch.

12. Contrast - Contrast describes the degree of difference between objects. It gets attention
and adds excitement.

13. Emphasis - Emphasis and contrast are really the same thing in advertising design. The
artist creates a focal or emphasis point in your ad by making it contrast with the other
parts of the ad.

14. Proportion - Proportion describes how the individual elements of your ad relate to
each other and to the entire piece.

15. Pattern - A pattern is exactly what you think it is – something repeated over and over
again.

16. Rhythm - Rhythm gives your advertising design the feeling of movement or action.
The artist places objects or creates patterns so that the eye follows a path. The path the eye
follows in advertising is very important, because you want the reader to end up at your
call for action [like at your phone number]. If the reader's eye stops at the wrong place in
the ad, your call for immediate action may be seen too soon, or not at all.

17. Unity - Unity describes how the whole advertisement works together as a complete
unit.

18. Variety - Variety describes the complexity of a work. In advertising, especially direct
mail, a large amount of variety keeps the reader engaged and involved with the piece. The
longer the reader is engaged, the better the odds of delivering your message are. That’s
why some ads are rather busy – they keep the reader involved.

Message strategies, appeals and executional framework in advertising

Message strategies, appeals, and executional frameworks. These elements of advertising
design are similar to what takes place when developing a movie or television program.
The message strategy resembles what the actor says—the verbal message. The appeal
represents the manner in which a message is conveyed; through a serious tone, laughter, or
sexual cues. The executional framework is comparable to the plot or story of the movie in
which the action takes place. The chapter’s final topic is sources or spokespersons. These
individuals present the message verbally and visually through the various media used in
the advertising program. Agencies and companies carefully consider who will become the
“face” of the company and its products.

Message Strategies
The message theme outlines the key idea in an advertising campaign and becomes the
central part of the creative brief. The message theme helps the advertising team derive a
message strategy— the primary tactic or approach used to deliver the message theme. The
three broad categories of message strategies include cognitive, affective, and conative
approaches.

• Cognitive Message Strategies

○ Generic ○ Preemptive ○ Unique selling proposition ○ Hyperbole ○ Comparative
• Affective
○ Resonance ○ Emotional
• Conative

A) Cognitive Message Strategies - A cognitive message strategy presents rational

arguments or pieces of information to consumers. The ideas require cognitive processing.
The advertising message describes the product’s attributes or the benefits customers can
obtain by purchasing the product. A cognitive message strategy advertising influences the
person’s beliefs and/or knowledge structure by suggesting one of a variety of potential
product benefits. Foods may be described as healthy, pleasant tasting, or low calorie.
Marketers can depict a tool as durable, convenient, or handy to use. The five major forms
of cognitive strategies are generic messages, preemptive messages, unique selling
propositions, hyperbole, and comparative advertisements.

i) Generic Messages - An advertisement that directly promotes the product’s attributes or

benefits without any claim of superiority transmits a generic message, which works best
for a brand leader or one that dominates an industry. A generic message makes the brand
synonymous with the product category.Generic message strategies help stimulate brand
awareness. The advertiser may try to develop a cognitive linkage between a specific brand
name and a product category. The advertisement might contain little information about the
product’s attributes. Instead, it attempts to place the brand in a person’s cognitive memory
and cognitive map.

ii) Preemptive Messages - A claim of superiority based on a product’s specific attribute or

benefit with the intent of preventing the competition from making the same or a similar
statement is a preemptive message. An effective preemptive strategy occurs when the
company states the advantage first. Competitors saying the same thing become viewed as
“me too” brands or copycats.

iii) Unique Selling Proposition - An explicit, testable claim of uniqueness or superiority

that can be supported or substantiated in some manner is a unique selling proposition.

iv) Hyperbole - An untestable claim based on some attribute or benefit is hyperbole. If

ABC states that it has America’s favorite dramas, the claim is hyperbole. It does not
require substantiation, which makes this cognitive strategy quite popular. Hyperbole often
employs puffery terms, including best or greatest.

v) Comparative Advertising - The final cognitive message strategy, a comparative

advertisement, allows an advertiser to directly or indirectly compare a product to the
competition based on some attribute or benefit. The advertisement may mention the
competitor by name or present a make-believe competitor with a name such as “Brand X.”
Comparative ads often capture the consumer’s attention. When comparisons are made,
both brand awareness and message awareness increase. Consumers tend to remember
more of what was said about a brand than when a non-comparative format presents the
same information. One negative comparative campaign that achieved the desired outcome
was the “Scroogled” campaign by Microsoft’s search engine, Bing. It presented negative
information about Google, such as invasive ads in Gmail, sharing data with app
developers, and exploiting private data to maximize Google’s advertising profits. Most of
the ads did not mention Bing until the end, when the voiceover states, “For honest results,
try Bing.”

B) Affective Message Strategies - Advertisements trying to evoke feelings or emotions

and match those feelings with the good, service, or company feature affective message
strategies. These messages attempt to enhance the likeability of the product, recall of the
appeal, or comprehension of the advertisement. Affective strategies should elicit emotions
that lead the consumer to act, preferably by buying the product and subsequently by
affecting the consumer’s reasoning process.

i) Resonance - Connecting a brand with a consumer’s experiences in order to develop

stronger ties between the product and the consumer is affective resonance advertising. Any
strongly held memory or emotional attachment becomes a candidate for resonance
advertising. The approach reassures consumers looking for value that a branded product
stands the test of time. Comfort marketing involves bringing back vintage characters,
themes, and jingles from the past to evoke fond memories when times were better. To
ensure the brand does not look old-fashioned, most refresh the mascot, music, taglines, and
other aspects of the ad to the twenty-first century. Brands that have employed this approach
include Bacardi, Doritos, Pepsi-Cola, and Planters.

ii) Emotional - An emotional affective approach attempts to elicit powerful feelings that
help lead to product recall and choice. Many emotions can be connected to products,
including trust, reliability, friendship, happiness, security, glamour, luxury, serenity,
pleasure, romance, and passion. Companies incorporate emotional appeals into both
consumer-oriented and business-to-business advertisements. Members of the buying
center in a business are human. They make purchasing decisions based on more than
simple rational thought processes. Emotions and feelings also affect choices. When an
advertisement presents a product’s benefits in an emotional framework, it will normally be
more effective..

C) Conative Message Strategy - Conative message strategies seek to lead directly to

consumer responses. They can support other promotional efforts, such as coupon
redemption programs, cashback rebates, or encourage consumers to access a website.
Advertisements seeking to persuade viewers to call a toll-free number to purchase DVDs
or other merchandise have the goal of eliciting behaviors. Conative ads typically
encourage quick action by stating that the item cannot be purchased in stores and will be
available for only a limited time. With conative advertising, cognitive knowledge of the
brand or affective liking of the product often comes later (after the actual purchase) or
during product usage. For instance, a point-of-purchase display can be designed
(sometimes through advertising tie-ins) to cause people to make impulse buys.

Types of Advertising Appeals

Through the years, advertisers have employed numerous advertising approaches. Of
these, seven advertising appeals have achieved the most success. Normally, one or a
combination of these types of appeals appears in an advertisement . The type of appeal
chosen will be based on a review of the objective of the campaign, the means–end chain to
be conveyed and the message strategy.
6.2 What are the seven main types of advertising appeals?
• Fear • Humor • Sex • Music • Rationality • Emotions • Scarcity
i) Fear Appeals - Advertisements featuring fear appeals are commonplace. Shampoo and
mouthwash ads invoke fears of dandruff and bad breath, which can make a person a social
outcast. Advertisements feature fear more often than most realize. Advertisers employ fear
appeals because they work. Fear increases viewer interest in an advertisement and can
enhance the ad’s persuasiveness. Many individuals remember commercials with fear
appeals better than they do warm, upbeat messages.The strength of the appeal constitutes
another key factor when using a fear approach. Most advertisers believe a moderate level
of fear will be the most effective. A low level of fear may not be noticed and may not be
convincing in terms of severity or vulnerability. An advertisement containing a strong fear
level also backfires when the message generates feelings of anxiety. This leads the viewer
to avoid watching the commercial by changing the channel or muting the sound.

ii) Humor Appeals - Marketers use humor in advertising because people like to laugh.
Clutter presents a significant problem in every advertising medium. Capturing a viewer’s
attention continues to be difficult. Humor has proven to be one of the best techniques for
cutting through clutter, by getting attention and maintaining it. Consumers, as a whole,
enjoy advertisements that make them laugh. A funny message offers intrusive value and
attracts attention. Humorous ads succeed for the following reasons.
• Captures attention.
• High recall scores.
• Holds attention.
• Consumers enjoy ads that make them laugh.
• Often wins creative awards.
• Evaluated by consumers as likeable ads.

iii) Sex Appeals - Advertisers use sexual appeals to break through clutter. Nudity and
other sexual approaches are common. Sexual themes in ads, however, do not always work.
Sex no longer has shock value. Today’s teens grow up in societies immersed in it. One
more sexually-oriented ad captures little attention. Currently, many advertisers prefer
subtle sexual cues, suggestions, and innuendos.
● Subliminal Approach - Placing sexual cues or icons in advertisements in an attempt
to affect a viewer’s subconscious is the subliminal approach. In an odd paradox,
consumers may not truly notice some subliminal messages, which means they did
not create any effects.
● Sensuality - Some women respond more favorably to a sensual suggestion than an
overtly sexual approach. Many view sensuality as being more sophisticated,
because it relies on the imagination. Images of romance and love may be more
enticing than raw sexuality.
● Nudity or Partial Nudity - Products that contain sexual connotations or elements,
such as clothing, perfume, and cologne, may feature a degree of nudity. Some ads
are designed to solicit a sexual response. Others are not.
iv) Music Appeals - Music often adds an important ingredient to an advertisement. A
musical theme connects with ​emotions, memories, and other experiences. Music is
intrusive; it gains the attention of someone who previously was not listening to or
watching a ​program. It may provide the stimulus that ties a particular musical
arrangement, jingle, or song to a certain brand. As soon as the tune begins, consumers
recognize the brand being advertised because they have been ​conditioned to tie the
product to the music. Even when a consumer does not recall the ad message argument,
music can lead to a better recall of an advertisement’s visual and emotional aspects. Music
can increase the persuasiveness of an argument. ed Several decisions are made when
selecting music for commercials, including the following: • What role will music play in
the ad? • Will a familiar song be used, or will something original be created? • What
emotional pitch should the music reach? • How does the music fit with the message of the
ad?

v) Rational Appeals - A rational appeal follows the hierarchy of effects stages of

awareness, knowledge, liking, preference, conviction, and purchase. A rational
advertisement should lead to a stronger conviction about a product’s benefits, so that the
consumer eventually makes the purchase. Rational appeals rely on consumers actively
processing the information presented in the advertisement. The consumer must pay
attention to the commercial, comprehend the message, and compare the information to
knowledge embedded in a cognitive map. Messages consistent with the current concepts
in a person’s cognitive map strengthen key linkages. Print media and the internet offer the
best outlets for rational appeals. Television and radio commercials are short, which makes
it harder for viewers to process message arguments. In general, rational appeals succeed
when potential customers have high levels of involvement and willingly pay attention to
an advertisement.

vi) Emotional Appeals - Emotional appeals are based on three ideas. First, consumers
ignore most advertisements. Second, rational appeals go unnoticed except for consumers
in the market for a particular product at the time it is advertised. Third, and most
important, emotional advertising can capture a viewer’s attention and create an emotional
attachment between the consumer and the brand. Visual cues in advertisements are often
key components of emotional appeals. Although individuals develop perceptions of
brands based largely on visual and peripheral stimuli, this does not happen instantly. With
repetition, perceptions and attitudinal changes emerge.
Emotions Featured in Advertising:
• Trust • Serenity • Reliability • Anger • Friendship • Protecting loved ones • Happiness
• Romance • Security • Passion • Glamour-luxury
• Family bonds ○○ with parents ○○ with siblings ○○ with children ○○ with extended
family members

vi) Scarcity Appeals - Scarcity appeals urge consumers to buy a product because of a
limitation. It can be that a limited number of the item is available or that the product will
be sold for only a short period of time. When consumers believe only a finite supply of a
product exists, the perceived value of the product might increase. The scarcity concept
applies to musical compilations, encouraging consumers to buy a CD because of its
restricted availability. By making sure it is not available in retail stores, marketers increase
its scarcity value.

Executional Frameworks
An executional framework or execution signifies the manner in which an ad appeal
will be presented and a message strategy conveyed. Each will be matched with the type of
appeal and message strategy as part of the overall advertising design process.

i) Animation Executions - Successful animated films such as Shrek and Frozen continue
to generate interest in animation advertising, which can be featured in television spots, on
the internet, and in movie trailers. Single shots of animated characters, such as Dora the
Explorer, are placed in print ads. The rotoscoping process facilitates digitally painting or
sketching figures into live sequences, which makes it possible to present both live actors
and animated characters in the same frame. Rotoscoping is an expensive digital process.
In the future, as costs decline advertising agencies will undoubtedly increase usage of this
process.

ii) Slice-of-Life Executions - In slice-of-life commercials, advertisers provide solutions to

the everyday problems consumers or businesses face. Slice-of-life commercials depict
common experiences, especially the problems people encounter, and introduce the brand
to solve the problem. The most common slice-of-life format contains four components:
encounter, ​problem, interaction, and solution. In some ads, the actors portray the dilemma
or problem and solve the problem themselves. In others, a voiceover explains the benefits
or solution to the problem that the good, service, or company provides.

iii) Storytelling Executions - Storytelling does not include an encounter where a brand
solves a problem faced by a consumer or business, as in the slice-of-life approach. Instead,
a storytelling execution resembles a 30-second movie with a plot or story in which the
brand is more at the periphery rather than at the center of the ad. A “hard-sell” approach
directly presents a brand’s benefits or features. The storytelling format allows the viewer
to draw his own conclusions about the product.

iv) Testimonial Executions - Advertisers have achieved success with a testimonial type of
execution for many years, especially in the business-to-business and service sectors. A
customer relating a positive experience with a brand offers a testimonial. In the
business-to-business advertisements, testimonials from current customers add credibility
to the claims. Most buyers believe what others say about a company more than they
believe what a company says about itself. Testimonials generate greater credibility than
self-proclamations. They are an effective method for promoting services. Choosing a
dentist, an attorney, or an automobile repair shop often leads customers to ask friends,
relatives, or coworkers. A testimonial advertisement simulates this type of word of-mouth
recommendation.

v) Authoritative Executions - Advertisers use the authoritative execution to convince

viewers of a brand’s superiority. Expert authority constitutes one form. The ads employ a
physician, dentist, engineer, or chemist, who describes the particular brand’s advantages
compared to other brands. Firms also feature less-recognized experts, such as automobile
mechanics, professional house painters, and aerobics instructors. These individuals talk
about the attributes or benefits of the product that make the brand superior. Many
authoritative advertisements include scientific or survey evidence. The authoritative
approach assumes consumers and business decision makers rely on cognitive processes
when making purchase decisions, that they will pay attention to an ad, and that they will
carefully think about the information conveyed. The approach works well in print ads,
because buyers take the time to read the claim or findings presented in the advertisement.

vi) Demonstration Executions - A demonstration execution displays how a product works.

It provides an effective way to communicate the product’s benefits to viewers. Consumers
are shown how to use the product while at the same time hearing about its advantages.
Business-to-business ads often present demonstrations. These allow a business to illustrate
how a product meets the specific needs of another business. Such demonstrations can be
presented via television ads or video ads on the internet.

vii) Fantasy executions - They lift the audience beyond the real world to a make-believe
experience. Some are realistic. Others might be completely irrational. Viewers often can
recall the most irrational and illogical ads. Common fantasy themes include sex, love, or
romance. Fantasy fits with target audiences that have a preference for a tamer
presentation. Instead of raw sexuality, fantasy takes them into a world of romantic
make-believe. The perfume and cologne industries often employ fantasy executions.

viii) Informative Executions - Informative advertisements speak to the audience in a

straightforward manner. Agencies prepare them extensively for radio commercials, where
only verbal communication takes place. Informative ads are less common in television and
print, because consumers tend to ignore them. With so many ads bombarding the
consumer, it takes more than the presentation of information to capture someone’s
attention. Consumers who are highly involved in a particular product category pay
attention to an informational ad. Business buyers in the process of gathering information
for either a new buy or a modified rebuy will notice an informative commercial. When a
business does not need a particular product, buying center members often pay less
attention to the advertisement. Thus, informative ads tend to work best in
high-involvement situations.

ix) Sources and Spokespersons - When creating a commercial or ad, the final issue facing
the creative, the company, and the account executive will be the choice of the source or
spokesperson, who delivers an advertising message visually and/or verbally. Selection of
this individual often constitutes a critical choice. There are four types of sources and
spokespersons.

a) Celebrity Spokespersons:
Of the four types, celebrity spokespersons are the most common, even though their
appearances in ads have waned. The high cost of celebrity endorsements may be the cause
of the decline. Many celebrities demand millions of dollars and ask for multi year deals.
Others may sign on for only one campaign. It cost the high-end fashion label Louis
Vuitton $10 million for actress Angelina Jolie’s appearance in a single advertising
campaign. An advertiser employs a celebrity endorser when the person’s stamp of
approval enhances the brand’s equity. Celebrities can also help create emotional bonds
with brands. Transferring the bond that exists between the celebrity and the audience to
the product being endorsed is the objective.
Additional Celebrity Endorsements - Three additional variations of celebrity
endorsements include
● celebrity voice overs - Celebrities provide voice overs for television and radio ads
without being shown or identified.
● dead person endorsements - A dead person endorsement occurs when a sponsor
uses an image or past video or film featuring an actor or personality who has passed
away. Dead person endorsements are somewhat controversial but are becoming
common.
● social media endorsements - The newest form of endorsement may be found on
social media. Firms now pay celebrities to send promotional tweets. Most of the
tweets are not cheap, costing between $200 and $10,000 per message.

b) CEO Spokespersons:
Instead of celebrities, advertisers can employ a CEO as the spokesperson or source. Many
local companies succeed, in part, because their owners are out front in small-market
television commercials. They then begin to take on the status of local celebrities.

c) Experts:
Expert sources include physicians, lawyers, accountants, and financial planners. These
experts are not celebrities or CEOs. Experts provide backing for testimonials, serve as
authoritative figures, demonstrate products, and enhance the credibility of informative
advertisements.

d) Typical Persons:
Typical persons are one of two types. The first includes paid actors or models that portray
or resemble everyday people. The second is actual, typical, everyday people. Use of real
people sources has increased. One reason may be the overuse of celebrities. Many experts
believe consumers have become bored by celebrity endorsers and that the positive impact
will be less than in the past.
Source Characteristics:​ In evaluating sources, most account executives and companies
consider several characteristics. The effectiveness of an advertising campaign that utilizes
a spokesperson depends on the degree to which the person has one or more of the
characteristics listed:

➢ Credibility - The composite of attractiveness, similarity, likeability, trustworthiness,

and expertise creates credibility, which in turn affects the receiver’s acceptance of
the spokesperson and message.51 People believe credible sources.
➢ Attractiveness - Two forms of attractiveness are physical and personality
characteristics. Advertisements with physically attractive spokespersons fare better
than advertisements with less attractive people.he attractiveness of the
spokesperson’s personality will also be important.
➢ Similarity - Consumers are more inclined to be influenced by a message delivered
by a similar person.
➢ Trustworthiness - Trustworthiness represents the degree of confidence or the level
of acceptance consumers place in the spokesperson’s message. A trustworthy
spokesperson helps consumers believe the message.
➢ Likeability - Attractiveness and similarity are closely linked to likability.
Consumers respond positively to spokespersons they like. Viewers often like an
actor or the character played by the actor in a movie.
➢ Expertise - Spokespersons exhibiting higher levels of expertise become more
believable. Often when a commercial requires expertise, the advertising agency opts
for the CEO or a trained or educated expert in the field.

2.2. ADVERTISEMENT LAYOUT

A layout may be defined as the format in which the various elements of the
advertisement are combined. It should not be confused with the visualization though. It is
a blueprint.Its function is to assemble the different parts of advertisements- illustrations,
headlines, body text, the advertisers signature, and perhaps borders and other graphic
materials- into a unified presentation of the sales message.

Definition:
According to Sandage and Fryburger, “The plan of an advertisement, detailing the
arrangement of various parts and relative spatial importance of each is referred to as
layout”.

Elements of layout:
The various elements of a layout are as follows:
i) Headlines: Lines of text that are set in larger type for the purpose of attracting readers
are headlines.
ii) Subheads: In a lengthy article, subheads can be used to break text into shorter
segments. Subheads can also appear beneath a headline, but should not be too detailed.

iii) Picture Captions: When you include photos, artwork, or infographics, you might need
a caption to give readers a bit more detail. Captions are generally set in a small but easy to
read font.

iv) Blurbs: A blurb is a short summary or some words of praise accompanying a creative
work.

v) Illustrations: An illustration is a visualization such as a drawing, painting, photograph

or other work of art that stresses subject more than form.

vi) Product Package: A Product Package is the manner in which something, such as a
proposal or product, or someone, such as a candidate or author, is presented to the public.

vii) Body Copy: The primary text of an article is known as body copy. Any text is
generally referred to as copy, while the body copy refers to the bulk of the article.

Principles of Good Layout

An infinite number of arrangements are possible for the elements of an advertisement.
However, regardless of the arrangement of the elements, certain sound principles should
be followed in a good layout. These includes:

(1) Balance: Balance, of considerable importance in a layout, involves artistically

combining the various sizes and shapes that make up an advertisement. Essentially, there
are two forms of balance- Formal or symmetrical Informal or asymmetrical

(2) Movement: If a print advertisement is to get the reader’s eye to “move” through it, the
layout should provide for gaze motion or structural motion.

(3) Unity: Unity in layout refers to keeping the elements of the advertisement together so
that the advertisement does not “fall apart”.

(4) Clarity and Simplicity: Although, it is important to make a layout interesting, care
must be taken to see that it remains simple enough so as not to lose its clarity and
simplicity.

(5) Emphasis: A good layout should make the advertisement as a whole prominent and
also emphasize certain more important elements. It can be done so by following some of
the following techniques
(6) Repetition: A headline, an illustration or a trademark, for example, may gain added
emphasis if repeated several times.

(7) Contrast: Another technique is contrast of size, color, or style. In a row of six men, all
six feet tall, with a small boy at the end, the boy would attract attention.

(8) White Space: This is another technique which should be used very carefully.

Kinds of Layouts:
The several different forms of layout each serve a particular purpose and may not all be
used for any one advertisement.They are as follows:

1) Thumbnail Sketches – They are miniature sketches that are used by the art directors to
convey the basic layout style and treatment without spelling out small details.

2) Rough Layout – Rough layouts or visuals, are prepared for almost all advertisements.
They are the same size as the finished advertisements except for outdoor posters.

3) Finished Layouts – The next stage is the preparation of the finished layout, which is
worked more carefully than the rough layout. They suggest in considerable detail the style
of the illustration and headlines and therefore serve as a guide to artists and typographers.

4) Comprehensive Layouts – A comprehensive layout is prepared for a client when they

are unable to judge the effect of the finished advertisements by looking at the finished
layout. These layouts come very close to resembling the finished advertisements.

5) Working Layouts – Working layouts are not really layouts, but rather a sort of
“blueprint” for production, indicating the exact position of the various elements and
appropriate instructions for the typographer and engraver. They are also known as
“mechanicals”.

Design Strategies for Advertising Layouts:

1. Ogilvy Layout: Research indicates that readers typically look at Visual, Headline,
Copy, and Signature (Advertisers name, contact information) in that order. Following this
basic arrangement in an ad is called the Ogilvy layout after advertising expert David
Ogilvy who used this layout formula for some of his most successful ads.

2. Z Layout: Mentally impose the letter Z or a backwards S on the page. Place important
items or those you want the reader to see first along the top of the Z. The eye normally
follows the path of the Z, so place your "call to action" at the end of the Z.
3. Headline layout: This layout features a very strong, creative headline. Although there
may be a picture present, the focus is on the headline, which takes up the majority of
space.

4. Single Visual Layout: Although it is possible to use multiple illustrations in a single

advertisement, one of the simplest and perhaps most powerful layouts uses one strong
visual combined with a strong (usually short) headline plus optional additional text.

5. Illustrated Layout: Use photos or other illustrations in an ad to: show the product in use;
show the results of using the product or service; illustrate complicated concepts or
technical issues; grab attention through humor, size, and dramatic content.

6. Top Heavy Layout: Lead the reader's eye by placing the image in the upper half to
two-thirds of the space or on the left side of the space, with a strong headline before or
after the visual, and then the supporting text.

7. Upside Down Layout: If an ad is well-designed, it will look just as good upside down.
So, turn it upside down, hold it out at arm's length, and see if the arrangement looks good.
This does not mean that the ad should appear upside down in a magazine! All the previous
layouts discussed can be “upside down layouts” if they were designed well.