Unit- 3

Marketing Communication
Definition:
The Marketing Communication refers to the means adopted by the companies to convey messages
about the products and the brands they sell, either directly or indirectly to the customers with the
intention to persuade them to purchase.
In other words, the different medium that company adopts to exchange the information about their goods
and services to the customers is termed as Marketing Communication.
The marketer uses the tools of marketing communication to create the brand awareness among the
potential customers, which means some image of the brand gets created in their minds that help them to
make the purchase decision.
Marketing communication offer solutions to the following questions:
 Why shall the product be used?
 How can the product be used?
 Who can use the product?
 Where can the product be used? And
 When can the product be used?
Marketing communication includes Advertising, Sales Promotion, Events and Experiences (sponsorship),
Public Relations and Publicity, Direct Marketing, Interactive Marketing, Word-of-Mouth Marketing,
Personal Selling. These tools of communication are collectively called as Marketing Communication
Mix.
Elements of Marketing Communication Mix

1. Advertising: It is an indirect, paid method used by the firms to inform the customers about their
goods and services via television, radio, print media, online websites etcAdvertising is one of the most
widely used methods of communication mix wherein the complete information about the firm’s product
and services can be communicated easily with the huge target audience coverage.
2. Sales Promotion: The sales promotion includes the several short-term incentives to persuade the
customers to initiate the purchase of the goods and services. This promotion technique not only helps in
retaining the existing customers but also attract the new ones with the additional benefits.Rebates,
discounts, paybacks, Buy- one –get- one free scheme, coupons, etc. are some of the sales promotion
tools.
3. Events and Experiences: Several companies sponsor the events such as sports, entertainment,
nonprofit or community events with the intention to reinforce their brand in the minds of the customers
and create a long term association with them.
The name of the firm sponsoring the event can be seen on the playground boundaries, player’s jerseys,
trophies, awards in the entertainment shows, hoardings on stage, etc.
4. Public Relations and Publicity: The companies perform several social activities with a view to
creating their positive brand image in the market. The activities that companies are undertaking such as,
 constructing the public conveniences, donating some portion of their purchase to the child education,
organizing the blood donation camps, planting trees, etc. are some of the common moves of enhancing
the Public Relations.
5. Direct Marketing: With the intent of technology, the companies make use of emails, fax, mobile
phones, to communicate directly with the prospective customers without involving any third party in
between.
6. Interactive Marketing: Interactive Marketing has recently gained popularity as a marketing
communication tool, wherein the customers can interact with the firms online and can get their queries
resolved online.
Amazon is one of the best examples of interactive marketing wherein the customers make their choice
and can see what they have chosen or ordered in the recent past. Also, Several websites offer the platform
to the customers wherein they ask questions and get the answers online such as answer.com.
7. Word-of- Mouth Marketing: It is one of the most widely practiced method of communication
tool wherein customer share their experiences with their peers and friends about the goods and services
they bought recently.This method is very crucial for the firms because the image of the brand depends on
what customer feels about the brand and what message he convey to others.
8. Personal Selling: This is the traditional method of marketing communication wherein the
salesmen approach the prospective customers directly and inform them about the goods and services they
are dealing in. It is considered as one of the most reliable modes of communication because it is done
directly either orally, i.e., face to face or in writing via emails or text messages.
Thus, marketing Communication mix refers to the different tools that a firm can adopt to inform,
persuade, and remind the customer about the product and services it sells.

Marketing Communication – Role in Brand Building

Marketing communication has a vital role in brand building in the market and the opening case of
micromax mobiles rightly supports this notion. Mass media advertising, personal selling, public relations,
publicity and sales promotion – are the various communication tools that a marketer generally uses to
address the communication problem which the brand faces in the market and as a part of product
promotion.
These tools are combined differently for different brands and each such combination constitutes the
promotion mix for a brand. As, different brands have different communication problems, the promotion
mix for each one of them differs in terms of the type and also the extent of emphasis on the use of various
promotion tools.
The factors such as – nature of product, customer type, availability of funds and skills with the
organization and the kind of marketing environment – further affect the mix of these promotion tools for
a particular brand.
Marketing communication that occurs through promotion tools provides both information and persuasion
basis to target consumers. So, it works as a ‘stimulus’ that may trigger the decision-making process and
also helps in the making of informed decision. It is important to note here that marketing communication
occurring through the use of promotion tools is only one of the stimuli affecting decision-making about
the product.
Product features, quality, brand name, package, and price, too, have communication value for the product
and are more dominant stimuli in affecting the product purchase. In this regard, considering marketing
communication as a set of promotion tools only actually restricts its scope and gives a very narrow
perspective to the concept.
Instead, we need to understand communication beyond these formal communication tools and realize that
there are non-formal ways, too, that communicate about the brand.
 Steps in Developing Effective Communication:
Organization should have a best laid down communication network that will make it efficient in
both internal communication and external communication. Generally, the following steps are followed in
developing an effective communication system:

1. Identifying the Target Audience: The communicator starts with a clear target audience in mind. The
audience may be an individual, a group, special public or general public. The target audience will
tremendously affect the communicator's decision like what will be said, how it will be said, when it will
be said and who will say it.
2. Determining the Communication Objectives: When the target audience is identified, the
communicator must decide what response is asked for.
3. Designing a Message: Here the communicator develops an effective message which should get
attention, hold interest, raise desire and obtain action.
4. Selection of Channels: The communicator must select the channels of communication which may be:
(a) Personal communication channels: e.g. Telephone, Mails, Emails etc. where message is sent through
personal contact and feedback.
(b) Non-personal communication channels: e.g. Newspapers, Magazines, Radio, Television, Signboards,
Posters etc. where the media carry messages without personal contact or feedback.
5. Selection of the Message Source: The communicator must select the message source. Message
delivered by highly credible source is more persuasive. It should be reliable.
6. Collection of Feedback: When the message is sent to the target audience, the communicator must
know the response from target audience. It helps the communication to be effective.
7. Good Listening: The receiver should be a good listener to avoid misunderstanding. Also the sender
should become good listener to get an effective feedback.

Advertising Management
Advertising Management is a managerial process aimed at managing the advertising activities of
organization. It is one through which company’s monitor and controls their advertisement programs for
attracting target audience. This is a process which uses different kind of media for selling company
products.
Advertising management is important process as it has an important role in developing better image of
companies in market and increases their customer base. Without a proper advertising strategies and
management processes, all marketing campaigns and promotions may go in vain.
Advertisement management process requires many steps to be followed to derive better results from
advertisement activities. These steps include deciding advertising objective, setting advertising budget
and strategies for doing campaigns, recognizing target audience, creating effective message and also
measuring overall efficiency of whole advertisement activities. It continuously monitors the various
promotional activities from time to time and take necessary steps if found necessary to ensure better
results.

Nature of Advertising Management

Defines Target Market
Advertising management process recognizes and selects target audience in market to be approached by
business. It formulates plans as per the target customers for selling products to them.
Sets Advertisement Budget
It sets the overall budget for carrying out all advertisement activities by business. Advertising
management oversee all promotional activities and ensure that all expenditure remain within the allocated
budget.
Tells Promotional Message
Advertising management designs the promotional message to be circulated for attracting the customers. It
creates strategies regarding what companies will say to their customer for introducing and selling their
products to them.
Chooses Media Strategy
Choosing the right source of media is must for efficient promotion of products. It makes plans how
companies will reach its customers. Advertising management chooses the right type of media available
for effective marketing of business products.
Measures Advertisement Effectiveness
Advertising management technique monitors the performance of various advertisement strategies adopted
by business. It replaces or adopts new methods of promoting the products if any of the implemented
strategies is found to be ineffective.

Scope of Advertising Management

Introduces New Products
It helps in introducing new products of companies in market. Advertising management through managing
all advertising activities induce people to know about or try new products.
Create Wide Awareness
Advertising management enables in creating wide awareness of brand products among audience. It is one
through which company communicates all information regarding features, uses and advantages of
product in market.
Increase Sales
This process has a significant role in bringing up the sales of business organizations. Advertising
activities facilitates mass sales for companies by reaching out to large customers and convincing them for
buying it.
Enhances Goodwill
Managing of all advertisement activities results in improving the brand’s image in market. It is the means
through which companies show their presence among audience. Customers consider those brands
superior that spend more on keeping them aware of their products.
Persuades Customers
It assists in bringing more and more customers to business. Advertising management focuses on
attracting large people by circulating well defined promotional message among customers. It convinces
them to purchase the brand products by explaining them all benefits.
Faces Competition
Advertising management process helps in facing the tough competition in market. There are large
numbers of brand available selling same variety of products. Advertising activities enables business in
differentiating their products among customers by explaining them all features and benefits over the other
available products.
Generate Employment
It has also led to generation of large number of employment opportunities in country. There are many
people who are working in various advertisement agencies. Companies pay fees to these agencies for

Classification of Advertising
The classification of advertisement is directly related to the advertising plan. By developing an effective
advertising plan, there is a possibility of increased positive return on advertising investment regardless of
the amount spent.
1. Classification Based on the Media Used
Any medium can be effectively used for advertising. Based on this criteria there can be several branches
of advertising. Mentioned below are the various categories or types of advertising:
1.1 Print Advertising: News papers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products through news
papers and magazines is a common practice. In addition to this, print media also offers options like
promotional brochures and fliers for advertising purposes. The news papers and magazines sell the
advertising space according to the area occupied by the advertisement, the position of the advertisement
(front page/ middle page), as well as the readership of the publications. The price of the print
advertisements also depend on the supplement in which they appear.

1.2 Outdoor Advertising: Bill boards, Kiosks, Trade Shows and Events
Outdoor Advertising is also a very popular form of advertising, which makes use of several tools and
techniques to attract the customer outdoors. The most common examples of outdoor advertising are bill
boards, Kiosks, and also several events and trade shows organized by the company. The Bill board
advertising has to be really terse and catchy in order to grab the attention of the passers by. The Kiosks
not only provide an easy out let for the company products but also act as an effective advertising tool to
promote the company’s products. Organizing several trade shows and events by the companies or
sponsoring them, also makes an excellent advertising opportunity.

1.3 Broad cast Advertising: Television, Radio, and the Internet

Broad cast Advertising is a very popular advertising medium that constitutes several branches
like television, radio or the internet. Television advertisements have been very popular ever since they
have been introduced. The cost of television advertising often depends on the duration of the
advertisement, the time of broad cast(peak time/prime time) and of course the popularity of the television
channel on which the advertisement is going to be broadcasted. The radio might have lost its charm
owing to the new age media, but the radio remains to be the choice of small scale advertisers. The radio
jingles have been very popular advertising media and has a large impact on the audience.

2. Classification Based on Geographic Area

Marketers advertise to the consumer market with national and retail/local advertising which may
stimulate primary or selective demand.

2.1 Global Advertising

International advertising is conceived as a response to global marketing enabling the agency to
channelize advertising from transnational corporations into transnational media. The same product brand
that was once sold nationally can now be sold to the whole world backed by the same advertising. E.g.
Coke has been using the same standardized advertising in all countries. Pepsi adopts the common theme
to the national culture.

2.2 National Advertising

National advertising is done by large companies on a nation wide basis or in most regions of the country.
Most of the advertisements of well known companies and brands that are seen on prime -time television
or in other major national or regional media are examples of national advertising. The goals of national
advertisers are to inform or remind consumers of the company or brand about its features, benefits,
advantages, or uses and to create or reinforce its image so that consumers will be predisposed to purchase
it.

2.3 Retail/Local Advertising

Advertising is done by retailers to local merchants to encourage consumers to shop at a specific store, or
use a local service or patronize a particular establishment. Retail or local advertising tends to emphasize
specific patronage motives such as price, hours of operation, service, atmosphere, image, or merchandise
assortment. Retailers are concerned with building store traffic, so that their promotions often take the
form of direct action advertising designed to produce immediate store traffic and sales.

3. Classification based on Target Audience

3.1 Consumer Advertising

A very substantial portion of total advertising is directed to buyers of consumers products who purchase
them either for their own use or for their household’s. The fact that the buyer of consumer items are
generally very large and are widely distributed over a large geographical area enhances the importance
of advertising as a marketing tool. The preponderance of such advertising can be seen by looking into
any general print media, such as news papers, magazines etc. These advertisements are intended to
promote the sale of the advertised products by appealing directly to the buyers/consumers. Such
advertising is called consumer advertising.

3.2 Business-to-Business Advertising

Advertising targeted to individuals, who buy or influence the purchase of industrial goods or services for
their companies is known as business-to- business advertising. Industrial goods are products that either
become a physical part of another product(raw material or component parts), or are used in
manufacturing other goods(machinery), or that are used to help a company conduct its business (eg office
supplies, computers) business such as insurance, travel services, and health care are also included in this
category.

3.3 Professional Advertising

Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to
encourage them to use a company’s product in their business operations. It might also be used to
encourage professionals to recommend or specify the use of a company’s product to the end-users.

3.4 Trade Advertising

Advertising targeted to marketing channel members such as wholesalers, distributors, and retailers are
regarded as trade advertising. The goal of trade advertising is to encourage channel members to stock,
promote, and resell the manufacturers branded products to their customers.

3.5 Industrial Advertising

Advertisements directed towards industrial users(buyers of raw materials, component parts, machineries
etc) are regarded as industrial advertising. i.e. consumers who purchase goods for their industrial use and
advertisements directed towards these consumers are known as industrial advertising.

3.6 Agricultural Advertising

Advertisements targeted towards the farmers for the purchase of seeds, tractors, and other agricultural
implements are regarded as agricultural advertising.

4. Classification based on Purpose

4.1 Product or non-product

A product is a thing or service for which customers will exchange something of value. The purpose of
product advertising is to sell the advertisers goods or services. Services are intangible products. They
include financial, legal, medical and other recreational services. Non-product advertising constitutes
institutional or corporate advertising in which the advertiser tries to polish its image or influence public
opinion about an issue. Here the aim is not to sell something, but just to let the public know that such an
organization exists.

4.2 Commercial or Non-commercial

Commercial Vs Non-commercial advertising is very easy to understand. If the idea of advertising is to
make profits then it is commercial advertising. If the idea of advertising is not to make profits then it is
non commercial advertising. Most of the advertisements we see are commercial.

4.3 Primary-Demand and Selective- Demand advertising

Primary demand advertising stimulates the need for a particular category of products and the aim is not to
sell one brand. Diamonds forever was used to arouse the need for diamonds and not to sell the brand of
De Beers. Once the need for particular category is established, selective demand advertising comes into
picture. These advertisements concentrate on a particular brand of a product and try to promote it. De
Beers, after it made diamond jewellery popular, went on for selective demand advertisements.

4.4 Direct Action or Indirect Action Advertising

Sometimes advertisements are designed to get the audience response immediately. These types of
advertisements are called direct-action advertisements. Typically these types of advertisements carry a
toll free number and sales promotion incentives. Indirect-action advertising is done primarily to build
awareness of the product.

5. Other types of Advertising

5.1 Covert Advertising

Covert Advertising also known as “guerrilla 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.

5.2 Surrogate Advertising- Advertising Indirectly

Surrogate Advertising is prominently seen in cases where advertising a particular product is banned by
law. Advertisements 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 which indirectly remind people of the cigarettes or beer bottles of the
same brand.

5.3 Public Service Advertising- Advertising for social causes

Public Service Advertising is a technique that makes use of advertising as an effective communication
medium to convey socially relevant message about important matters and social welfare causes like
AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy
who is considered to be one of the pioneers of advertising and marketing concepts had reportedly
encouraged the use of advertising field for a social cause. Today public Service Advertising has been
increasingly used in a non-commercial fashion in several countries across the world in order to promote
various social causes.

5.4 Celebrity advertising

Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consists
of all sorts of advertising including, television and print advertisements. Though the audience are getting
smarter and smarter and the modern day consumers are getting immune to the exaggerated claims made
in a majority of advertisements, there still exist a section of advertisers who still bank upon celebrities
and their popularity for advertising their products.

Process of Advertising
The following are the steps involved in the process of advertising:
1. Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to be
advertised and doing the SWOT analysis of the company and the product.
2. Step 2 - Knowing the Objective: one should first know the objective or the purpose of
advertising. i.e. what message is to be delivered to the audience?
3. Step 3 - Research: this step involves finding out the market behavior, knowing the competitors,
what type of advertising they are using, what is the response of the consumers, availability of the
resources needed in the process, etc.
4. Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy the
product. The target should be appropriately identified without any confusion. For e.g. if the
product is a health drink for growing kids, then the target customers will be the parents who are
going to buy it and not the kids who are going to drink it.
5. Step 5 - Media Selection: now that the target audience is identified, one should select an
appropriate media for advertising so that the customers who are to be informed about the product
and are willing to buy are successfully reached.
6. Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is no
short of funds or excess of funds during the process of advertising and also there are no losses to
the company.
7. Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is
made by the copywriters of the agency, then the actual creation of ad is done with help of the art
directors and the creative personnel of the agency.
8. Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect
to enter the market.
9. Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown.
The place will be decided according to the target customers where the ad is most visible clearly to
them. The finalization of time on which the ad will be telecasted or shown on the selected media
will be done by the traffic department of the agency.
10. Step 10 - Execution: Finally the advertise is released with perfect creation, perfect placement and
perfect timing in the market.
11. Step 11 - Performance: the last step is to judge the performance of the ad in terms of the
response from the customers, whether they are satisfied with the ad and the product, did the ad
reached all the targeted people, was the advertise capable enough to compete with the other
players, etc. Every point is studied properly and changes are made, if any.
 What is an Ad Campaign?
Ad campaigns are a set of advertisements that focus on a single message. They are intended to meet a
specific business goal as well as lead to conversions. Some business goals ad campaigns can target are
creating brand awareness for a new product or service, driving sales for a specific product or service, and
generating leads by asking potential customers to sign up for an email list, subscription, or other free
offers.
It is important to note that ad campaigns are more than just creating an eye-catching ad and posting it on
a search engine results page. For best results, ad campaigns must be well-researched and organized, with
a clear, linear plan for marketers to follow. Launching ad campaigns really starts with identifying
business goals, researching keywords that better reach and represent your target audience, and then
creating advertisements and other content that raise awareness for and interest in your products or
services.
Fundamentals of An Advertising Campaign
Apart from the structure and planning, there are various other factors that can help you create an
advertising campaign. Because there is so much more to things than just being technical, right?
1. Create a personal connect– Address the issues that you want to focus on using your advertising
campaign. Showing people that you care often makes them more interested in the campaigns.
2. Keep it simple– Encompassing a very major issue through an advertising campaign while also
trying to push your products to your consumers can be hard. But minimalism and simplicity are
key aspects when it comes to advertising campaigns.
3. Be honest– With any advertising campaign, honesty and transparency are very important to
consumers. Over-selling a product and claiming it to be something it is not decreases credibility,
while honesty can attract more consumers to your campaign.
4. Repetition can be effective– While continuous repetition of the same message will cause your
consumers to lose interest in your advertising campaign, creatively repeating the message to get
your point across, like for instance, two advertisements sending across the same message as a part
of the same advertising campaign makes consumers show interest in your product.
5. Identify the purpose of the campaign– What is your campaign about? Is it creating awareness?
Is the campaign bringing a new product into the market, or is it bringing in a new use for an
existing product? By identifying the purpose of your advertising campaign, you can connect
better with your consumers.
6. Choose the right time for launching the campaign– Most advertising campaigns are carefully
rolled out during a peak season. If a festive season is nearby, consumers will look for new and
more attractive products in the market. At such a time, launching a new advertising campaign
captures the attention of your consumers, making your campaign a success.

Creative Brief
A creative brief is the very foundation of any advertising or marketing campaign. Making a simple
(but relatable) analogy, the briefing is the treasure map that creative people follow. The brief shows the
creative professionals not only where to start digging to find golden ideas, but also how to open the
treasure chest.
By definition, a creative brief (or creative briefing) is a document produced by the requester, or customer,
with the goal of establishing the defining aspects of a creative piece of work. The term is often heard
in the advertising market, in which it represents the first step in the journey of producing all sorts of
material, such as:
 Marketing campaigns
 Promotional videos
 Websites
 Print ads
 Website banners
According to this amazing SlideShare by Edward Boches (take a couple of minutes to check it out. It’s
awesome), a creative brief is a blueprint, a guide and even a source of inspiration for the professional
who will receive the request. It should give as much details and context it possibly can, like:
 Demand’s objectives
 Targeted audience
 Ideal tone
 Deadline
 Budget
In short: it contemplates the what, who, where and when of a demand.

What is Advertising Appeal?

Advertising Appeal is the strategy used to attract attention from the customers to trigger a response in
connection with the product or service being advertised which can lead to an action such as purchase or
inquiry. Advertising is a form of non-personal communication about a product, service, organization, or
idea by an identified sponsor. At the core lies advertising appeal which is used to attract the attention of
the consumers, effectively influence their feelings and change their attitude in favor of the advertised
product/service.
It is the connect that consumers feel with the ad. Creating such an appeal encompasses understanding
what the consumers want or need and what excites them. As a basis for advertising messages, several
different appeals can be used.

Importance of Advertising Appeal

Advertising Appeal is an important aspect of a campaign. Without appeal a customer may not connect
with the brand or the product. The decision of buying a product or a service is a complex one and it
becomes even more relevant when there are a lot of competitors. A customer needs to understand the
message very clearly though the promotional campaigns. Advertising appeal helps in delivering that
messaging in a way through which customer not only understands the message but also responds to it.
The action can be a purchase of the product or may be research about the product.
Through a proper appeal, even if the product gets added into the consideration set of the the potential
customers, it is a win.
Types of advertising appeal

Some of the most common advertising appeals include:

1. Favorable Price Appeal
The offer price dominates the message. This is used extensively during sales promotions e.g. end of
season sales, special offers, everyday low process. McDonald’s Happy Price Menu campaign is designed
around this appeal.
2. Feature Appeal
The major traits or attributes of the product/service dominates the message. Such ads tend to be highly
informative and try to build a favorable attitude for the attributes to trigger a rational purchase.
L’oreal’s Total Repair ad campaign featuring Aishwarya Rai talks about the product’s effectiveness
against 5 hair problems.
3. Competitive advantage appeal
Ads featuring this appeal directly or indirectly include competitor’s product/service and compare specific
attributes.
4. News appeal
Announcement or news about the product/service dominates the ad’s message. Many educational
institutes use this to position themselves as leaders in the market.
News appeal is also used to show a proof which can appeal to customers directly.
5. Product/service popularity appeal
This emphasizes the popularity of a product/service by pointing out the buyer base. Times of India is
often found reiterating its “India’s Number 1 English daily” status.
The advertising channel or the integrated marketing communications used also leaves an impact of the
appeal on the customers.

6. Emotional appeals
Although this category includes many different feelings and needs on a personal level (safety, security,
love, affection, joy, nostalgia, pride, achievement, pleasure, sorrow, self-esteem, actualization etc.) and
social level (recognition, status, respect, rejection, approval etc.), the two common ones include:
a. Fear Appeal
This is where an element of fear is part of the appeal and influences the customers to understand the
benefits
b. Humor Appeal
Humorous ads are often the best remembered as they can hold consumers’ attention and put them in a
positive disposition towards the product.
7. Brand/Status Appeal
This is the appeal where the customers associate a particular status value with the product. BMW or
Mercedes as cars have become status symbols across the globe because of their brand appeal.

Example of Advertising Appeal

Apple as a brand has become a status symbol in the society. An apple smartphone is sought after in
various countries. Whenever a new model of iPhone is launched, people aspire to buy it. Many who buy
it feel a sense of achievement. Same is true for other major smartphone flagship brands. This is an
example of brand appeal.
“The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape,
finally stitch the cloth and deliver it to the customer.”

Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be
delivered and hands it over to the client. Advertising agencies are mostly not dependent on any
organizations.

These agencies take all the efforts for selling the product of the clients. They have a group of people
expert in their particular fields, thus helping the companies or organizations to reach their target customer
in an easy and simple way.
Role of Advertising Agencies

1. Creating an advertise on the basis of information gathered about product

2. Doing research on the company and the product and reactions of the customers.
3. Planning for type of media to be used, when and where to be used, and for how much time to be
used.
4. Taking the feedbacks from the clients as well as the customers and then deciding the further line
of action

All companies can do this work by themselves. They can make ads, print or advertise them on televisions
or other media places; they can manage the accounts also. Then why do they need advertising agencies?
The reasons behind hiring the advertising agencies by the companies are:

 The agencies are expert in this field. They have a team of different people for different functions
like copywriters, art directors, planners, etc.
 The agencies make optimum use of these people, their experience and their knowledge.
 They work with an objective and are very professionals.
 Hiring them leads in saving the costs up to some extent.

There are basically 5 types of advertising agencies.

1. Full service Agencies

 Large size agencies.
 Deals with all stages of advertisement.
 Different expert people for different departments.
 Starts work from gathering data and analyzing and ends on payment of bills to the media
people.
2. Interactive Agencies
 Modernized modes of communication are used.
 Uses online advertisements, sending personal messages on mobile phones, etc.
 The ads produced are very interactive, having very new concepts, and very innovative.
3. Creative Boutiques
 Very creative and innovative ads.
 No other function is performed other than creating actual ads.
 Small sized agencies with their own copywriters, directors, and creative people.
4. Media Buying Agencies
 Buys place for advertise and sells it to the advertisers.
 Sells time in which advertisement will be placed.
 Schedules slots at different television channels and radio stations.
 Finally supervises or checks whether the ad has been telecasted at opted time and place or
not.
5. In-House Agencies
 As good as the full service agencies.
 Big organization prefers these type of agencies which are in built and work only for them.
 These agencies work as per the requirements of the organizations.

There are some specialized agencies which work for some special advertisements. These types of
agencies need people of special knowledge in that field. For example, advertisements showing social
messages, finance advertisements, medicine related ads, etc.
Global Advertising
Have you ever wondered what the difference is between global advertising and local advertising? Global
advertising positions a brand in the same way all over the world, has the same target market, and a
consistent brand name. Coca-Cola, McDonald's, and Microsoft are examples of companies that utilize
global advertising. These are massive companies that are able to advertise throughout the world and gain
significant profit. These companies work well globally because they address the customers needs no
matter what country they live in. For instance, Microsoft is an application used on computers worldwide
which makes it easy for the company to advertise itself across the globe.
Online marketing and television commercials are popular strategies used for global advertising. A
company's website is a good way to list upcoming events or promotions they may have going on. Social
media - like Twitter, Facebook or Instagram - allows a company to connect with consumers all over the
world. Companies may also have to use various advertising agencies to make sure their advertising
message can be provided for the people different regions. Companies operating in numerous countries
often have the financial resources to use varying tactics, then narrow down which ones gain the most
brand recognition and increase profit.
Global advertising isn't always the best option to use because every culture is different. People from
different cultures have diverse wants and needs. Sometimes global advertising is too general and does not
connect with everyone. For example, it's hard for food companies to advertise globally because of the
wide range of tastes and preferences in different regions. The media in countries also differs depending
on culture.
Major factors for advertising globally include demographics, culture, economy, and politics.
Demographics include population size, the number of households, and income levels. Culture includes
languages, lifestyle, and ethics. Economic determinants are standard of living, distribution of wealth, and
economic development. Lastly, political determinants include government policies, laws and regulations.
With these factors in mind, utilizing a one size fits all technique for advertising is not always successful.
Local marketing
Local marketing is the strategy of targeting audiences close to the location of a business with messages
reflecting the local market. A business wanting to use local slang or influencers to attract customers
living nearby would benefit from local marketing.
The messages using this method rely on proximity. Local marketing materials engage with the
communities to build a presence. Tactics like local influencers, advertisements, or hosting public events
are all examples of local marketing.
Local marketing refers to the marketing strategies a business uses online to get their products or services
in front of people in their local area and engage new and potential customers within a specified radius
with the intention of turning them into diehard fans. Typically, local marketing is used by businesses that
have a physical storefront in their community, such as restaurants, bars, spas, medical offices, and
chiropractors.