Professional Documents
Culture Documents
Objective: On successful completion of this course, the students should have understood
Advertising, Ad media, Ad agencies, Sales force management, and promotional strategies.
UNIT - I
UNIT -II
UNIT -III
UNIT - IV
UNIT -V
REFERENCE BOOKS:
Definition
Any paid form of non-personal presentation and promotion of ideas, goods or services by
an identified sponsor.
Outdoor advertising can deliver a relevant message to the mass/targeted audience with ease and
efficiency. This advertising medium offers consistency as well as stability when it comes to
delivering brand awareness. It is able to provide more clarity regarding the focus of the brand.
In the signage industry, neon signs are electric signs lighted by long luminous gas-discharge
tubes that contain rarefied neon or other gases. They are the most common use for neon lighting.
Characteristics of Publicity:
I. Meaning: ...
II. Non-paid Form: ...
III. Various Media: ...
IV. Objectives: ...
V. Control of Producer: ...
VI. Credibility/Social Significance: ...
VII. Part of Public Relations: ...
VIII. Costs:
What is the difference between a booklet and a brochure?
As nouns the difference between booklet and brochure is that booklet is a small, or thin book,
such as the one found with audio cds while brochure is a booklet of printed informational matter,
like a pamphlet, often for promotional purposes.
House organ
A house organ is a magazine or periodical published by a company for its customers or its
employees. This name derives from the use of "organ" as referring to a periodical for a special
interest group.
ADVERTISING FOLDERS
Advertising folder is the best promotional medium if you want to present your company and
its products or services in more detail by adding written information and graphics, as well as
pictures, specifications or pricelist.
Depending on the target audience it can be differentiated into three types: In-house journal
for employees, External house journal for other stakeholders and mixed house journal which
cater to both groups of readers. In-house journals keep the downward flow of communication to
the employees
UNIT II
Advertising is the promotion of product or services. This gives companies a way to expose their
products to people and hence maximize their sale. Advertising is the most debated topic now as
like every other thing it has also some positive as well some negative points. If it has some
positive aspect of social and economical impact on society then it does have some negative
impact also. Advertising a public welfare program has positive social impact whereas
inappropriate exposure of a woman in an advertisement has negative impact on society.
Advertising is a mass marketing technique. Assorted techniques are used for advertising which
persuades the consumers that why they need the product which is being advertised. They focus
more on the benefits, which consumer will get from that product, rather than the product itself.
Through advertising, products can be known to public easily thus increasing the consumption
and as a result also increasing the demand of the product. Advertising can also be used to
generate awareness among public and also be used to educate people about certain diseases or
danger (example: - AIDS, TB, viral diseases, etc.). Even the people in remote areas are now
aware of many diseases and their problems. And all these credits go to information through
advertising. Diseases like Polio could never been controlled if the timings for polio drops aren‟t
advertised regularly. Advertising can also be used to inform public about social events like
concerts and performances. Charities can use media to advertise about the illnesses and
encourage people for donations. Social organizations and NGOs can use the mean of
advertisement for promoting their campaigns. Seeking help through advertisement during
epidemics or natural calamities can help a lot.
MEANING AND CHARACTERISTICS OF ADVERTISING COPY:
An ‘advertising copy’ is the means by which an advertiser expresses his ideas in the form
of a message to the readers. If refers to all the reading matters of an advertisement, whether short
or long, and includes the headline, sub-headlines, text or body, and the name or the initial of an
advertiser. An advertising copy is sometimes referred to as ‘advertising message’
The format of advertising copy must be so designed that it possesses the
characteristics, or features like:
(1) Arresting pictures,
(2) Arresting headlines,
(3) Novelty and contrast of the product,
(4) Distinctiveness,
(5) Message size and position (how long, how short, how it is put, etc.),
(6) Colour,
(7) Shape,
ESSENTIALS OF A GOOD ADVERTISEMENT COPY
An ad copy is made of various principles, all of which are integrated into a few lines of the copy
that the advertisers are allowed to engage. It combines search engine optimisation with
marketing strategies and is used in all kinds of advertisements, not only pay per click and
contextual ads. The essentials of a good ad copy are as follows:
Credibility- An ad copy must focus on the credibility or the reliability of the ad. The
copywriters should essentially flaunt an element of reliability in the ad so that the consumers are
convinced to go ahead with the product. The credibility of an advertisement is the extent of
honesty in the ad message. Misleading and misinterpreted ads harm the reputation of the selling
house.
Attention- The keywords, punch lines or phrases that seize the attention of the potential
consumers or some component in the ad that attracts the target audience is essential in a good
advertising copy.
Assurance of benefit– An advertisement copy must contain some promise of the benefits that
the product offers if the consumer purchases and uses the product.
Brief and clear- An ad copy must be brief and clear, i.e. it must be to the point. It doesn’t mean
that the copy must omit the important elements of the ad. A clear copy is easy and quick to be
read by the readers. It is self-explanatory, definite, and precise. Clarity makes way for
interpretation.
Apt and conforming- The copy must be apt and must match the needs of the prospects. A
copywriter has to use the most suitable USP. Every ad copy must meet the conforming standards
and rules acceptable to the advertising media and the laws of the land. A copy that offends the
morality challenges religious beliefs of the people is not welcomed by any media.
Copywriting is the skill of choosing the right words and technique of arranging them smartly to
promote business, product, service, idea, or a person. The selection of words and its presentation
largely depends upon the media through which it is planned to convey. For example, depending
on whether it is a newspaper, magazine, hoarding, radio, television, or internet, the script will
vary accordingly.
However, whatever is the type of media, the purpose of copywriting is the same i.e. promotion.
Therefore, it should be persuasive enough to be instantly attention grabbing.
Elements of Copywriting
Copywriting has some essential elements required to develop a convincing ad. Following are the
significant elements −
Heading − Headline gives the first impression and lasts on readers’ mind, therefore, it should be
eye-catching. Heading should tell – what it is all about your ad in a very few words, ranging
from 3 to 30 words.
Body copy − Write body copy in such a way that it seems as the continuity of the heading.
Provide details of all the features and benefits that you are claiming for. The language should be
promising and trustworthy.
Slogans − Think of "The ultimate driving machine" (BMW); “Just do it” (Nike); "Because I'm
worth it" (L'Oréal), what comes to your mind? The moment, you hear the slogans, you link it
with the respective brand not only because you have heard it many times, but rather it works. A
well-written and effective slogan is a trustworthy brand representative. However, your slogan
should be small and crispy giving meaning to your brand.
Taglines − Taglines are usually used for literary products to reinforce and strengthen the
audience's memory of a literary product. For example, “she went in search of answers, and
discovered a love she never expected,’ Book Name “Faithful” and Writer - Janet Fox. Thus,
tagline tells the gist of the products for marketing purpose. Like, a slogan, it should be small and
eye-catching.
Jingle Lyrics − More often accompanied with background music, jingle lyric is a short slogan,
tune, or verse written to be easily remembered (especially used in advertising). For example,
Fanta: "Wanna Fanta, Don’t You Wanna?" It should be small, crisp, and rhythmic (like a song)
so that it registers with people at once and they remember it.
Scripts (for audio and video ad) −Scripts are the descriptions of an ad that narrates the dialogues,
actions, expression, and movements of characters. Since, script is a complete guidelines of an ad;
therefore, it should be written meaningfully, orderly, and nicely.
Others − (White Paper, Press Release, & other written material such as emails, articles, and blog
(for the internet)): These are all promotional write-ups written purposefully to promote a
particular product/service. So, while writing white paper, press release, articles, blog, or even an
email you need to focus or emphasize ONLY on one product that you want to promote. You
need to describe all features and offers of the respective product in simple and plain language.
COPYWRITING TECHNIQUES
Following are the techniques of persuasive copywriting −
Use Action Words − Such as watch, look, ask, get, etc.
Use of Buzzwords − Normally, buzzwords are eye-catching such as now, today, etc.
Use Exciting or Emotive words − Such as amazing, wonderful, beautiful, etc.
Use Alliteration − Use meaningful words of similar sound. For example, Don’t be
vague, ask for Haig.
Use Colloquial words − Colloquialisms in copywriting is pretty popular and effective.
For example, ‘Pick ‘n Choose.’
Use Punctuation − Proper use of punctuations and grammar is an important aspect so
that you can pass the right message.
What is a body copy in advertising?
Headlines are usually followed by body copy, which refers to the main paragraph or line of text
in an ad. ... It is separate from the slogan, logo, caption and any other text outside this section of
writing.
Dictionary of Marketing Terms for: headline. headline. sentence, phrase, word, or group of
words set in large, bold type on a newspaper front page or above a body of text on any page of a
newspaper or magazine, or in a printed advertisement (or featured as part of a broadcast
commercial).
WRITING THE 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 appeal to. The principal emotional
needs are self-assertion, sex and love, companionship, self-preservation, acquisitiveness,
curiosity, comfort and security.
b. Factual-hard-selling: This 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 largest model car.
d. Narrative: It is a more literary and leisurely written text. The copy is more like a story.
e. Prestige: Again copy may be in the narrative style, but being used mainly for public relations
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 a testimonial advertisement with well-known personalities expounding the merits
of the product or service.
h. Gimmick. Difficult to put over effectively because there is usually need for concentrated
reading, this style is sometimes used whena very presentation is required. It is more likely to be
used in magazines.
UNIT -III
Advertisement layout is a process concerned with the physical arrangement of all the elements of
advertising message for faster and better sales presentation and communication.
In other words, layout is the visual plan for arranging the elements of an advertising message in
printed form. Advertising layout deals with proper and attractive physical arrangement for the
presentation of the advertising message or the sales communication.
QUALITIES OF A GOOD LAYOUT:
The value of advertisement is enhanced when message is presented in a way to create lasting
impression. To do so, certain principles are to be respected in layout work. These principles can
also be called as the qualities of a good layout.
These are:
Balance:
Balance in advertisement is related with the weight distribution. It involves location of sizes,
shapes, and tones in relation to the optic centre. Balance is the relationship that exists between
right and the left hand sides of an ad.
Rhythm:
Rhythm governs the movement of the eye from one part of the design to another. Movement
provides dynamism. Some people call this principle of rhythm as that of ‘movement’ or ‘gaze
motion’
Here, the movement is the principle of design that carries the reader’s eyes from element to
element in the sequence desired for the effective communication of the ad message. Eye
direction is achieved by mechanical devices like pointing figures, dangling leg lines, arrows
dotted line, special shading and so on.
Emphasis:
Emphasis or contrast emphasizes the important elements of an advertisement to make it
outstanding and enchanting. Emphasis is achieved through contrast and contrast is the difference.
Contrast is possible by variation in size, shape, tone, type-style, colour and the density of the
elements including the close-up shots.
Proportion:
Proportion implies the ratio of length to width. It has bearing on size and shape of the masses
given in an ad. It speaks of the relationship of the elements of an ad to each other and to the
back-ground in which they appear.
There is close relation between the principles of proportion and that of balance. Anything in
proportion is certainly pleasing to the eyes and appealing to the brain. Proper proportion avoids
sameness and monotony.
Unity:
Unity means union of all the elements in the layout to produce the effects of homogenous whole
and each part supports and reinforces another. Unity is oneness providing cohesiveness to the
advertisement.
Simplicity:
Clarity and comprehension are the products of simplicity. Lack of simplicity in design would
complicate and confuse the reader as it hinders the flow of message. Complicated layout may be
misunderstood or not at all understood by the reader. Simplicity and layout sequence promote
clarity and comprehension in layout.
Simplicity in layout is achieved through candid combination of logo-type trade-mark, slogan and
the company name into a single compact block. Clear illustration and standard type-faces bring
in simplicity.
The five major printing processes are distinguished by the method of image transfer and by the
general type of image carrier employed. Depending upon the process, the printed image is
transferred to the substrate either directly or indirectly.
In direct printing the image is transferred directly from the image carrier to the substrate,
examples of direct printing are gravure, flexography, screen printing and letterpress printing
processes.
In indirect, or offset, printing, the image is first transferred from the image carrier to the blanket
cylinder and then to the substrate. Lithography, currently the dominant printing technology, is an
indirect (offset) process.
Image carriers
Image carriers (or plates) are generally be classified as relief, planographic, intaglio, or screen.
In relief printing, the image or printing area is raised above the non-image areas. Letterpress
and flexography are relief printing processes.
In planographic printing, the image and nonimage areas are on the same plane. The image and
nonimage areas are defined by differing physiochemical properties. Lithography is a
planographic process.
In the intaglio process, the nonprinting area is at a common surface level with the substrate
while the printing area, consisting of minute etched or engraved wells of differing depth and/or
size, is recessed. Gravure is an intaglio process.
In the screen process (also known as porous printing), the image is transferred to the substrate
by pushing ink through a porous mesh which carries the pictorial or typographic image.
Each printing process is divided into prepress, press, and post press steps.
Prepress operations encompass steps during which the idea for a printed image is converted into
an image carrier such as a plate, cylinder, or screen. Prepress operations include composition and
typesetting, graphic arts photography, image assembly, and image carrier preparation.
Postpress primarily involves the assembly of printed materials and consists of binding and
finishing operations.
Chemical use
Inks and cleaning solvents are the major types of chemicals used during press operations.
Depending on the finishing work required, postpress operations can use large amounts
of adhesives. This is especially true where the production of books and directories is involved.
Of all the chemicals used in a typical printing plant, inks and organic cleaning solvents are the
categories used in the largest quantities. Many of the chemicals used in the printing industry are
potential hazards to human health and the environment.
TYPOGRAPHY
Great typography creates text that's attractive, informative and easy to read, thereby
encouraging consumers to continue their perusal. Things like font, colour, emphasis and spacing
can affect the way people read, comprehend and view information. ... Remember, there's often
much more to text than meets the eye.
The main purpose of typography is to create a message of your brand or services without using
any image. Typography not only enhances the beauty of your web design or your graphic design
but it can also easily grab the reader attention and guide them naturally, all with the use of only
text
Apply these eight elements of typography to make sure your viewer can navigate through your
content the way you've intended.
Color Contrast. Font Size. Leading. Kerning. Hierarchy. Whitespace. Serif vs. Using Webfonts.
LITHOGRAPHY
The art or process of producing a picture, writing, or the like, on a flat, specially prepared stone,
with some greasy or oily substance, and of taking ink impressions from this as in ordinary
printing. a similar process in which a substance other than stone, as aluminum or zinc, is used.
Compare offset
Types of lithography :
Electron beam lithography
Ion beam lithography
Ion track lithography
x-ray lithography
Nanoimprint lithography
Extreme ultraviolet lithography
Advantages of lithography
Fast process
High resolution
Not affected by organic defects in mask
Reduction in diffraction, reflection and scattering effects
Solves depth of focus problem
High aspect ratio.
Disadvantages of lithography
Shadow printing
Lateral magnification error
Brighter x-ray sources needed
More sensitive resists needed
Difficult fabrication of x-ray mask
What is printing?
Printing means reproducing words or images on paper, card, plastic, fabric, or another material.
It can involve anything from making a single reproduction of a priceless painting to running off
millions of copies of the latest Harry Potter. Why is it called printing? The word "printing"
ultimately comes a Latin word, primer, which means to press; just about every type of printing
involves pressing one thing against another.
Types of printing
The three most common methods of printing are called relief (or letterpress), gravure (or
intaglio), and offset. All three involve transferring ink from a printing plate to whatever is being
printed, but each one works in a slightly different way. First, we'll compare the three methods
with a quick overview and then we'll look at each one in much more detail.
Relief is the most familiar kind of printing. If you've ever made a potato print or used an old-
fashioned typewriter, you've used relief printing. The basic idea is that you make a reversed,
sticking-up (relief) version of whatever you want to print on the surface of the printing plate and
simply cover it with ink. Because the printing surface is above the rest of the plate, only this part
(and not the background) picks up any ink. Push the inked plate against the paper (or whatever
you're printing) and a right-way-round printed copy instantly appears.
Gravure is the exact opposite of relief printing. Instead of making a raised printing area on the
plate, you dig or scrape an image into it (a bit like digging a grave, hence the name gravure).
When you want to print from the plate, you coat it with ink so the ink fills up the places you've
dug out. Then you wipe the plate clean so the ink is removed from the surface but left in the
depressions you've carved out. Finally, you press the plate hard against the paper (or other
material you're printing) so the paper is pushed into the inky depressions, picking up a pattern
only from those places.
Offset printing also transfers ink from a printing plate onto paper (or another material), but
instead of the plate pressing directly against the paper, there is an extra step involved. The inked
plate presses onto a soft roller, transferring the printed image onto it, and then the roller presses
against the printing surface—so instead of the press directly printing the surface, the printed
image is first offset to the roller and only then transferred across. Offset printing stops the
printing plate from wearing out through repeated impressions on the paper, and produces
consistently higher quality prints.
Printing processes
There is a wide variety of technologies that are used to print magazines, books, newspapers,
stationery, posters, packaging, and other print products. The main industrial printing processes
are:
Offset lithography
Flexography
Digital printing: inkjet & xerography
Gravure
Screen printing
Additional printing techniques were developed for very specific applications. These include
flock printing, letterpress, intaglio, pad printing, and thermography.
Why a certain job is better printed using one of these processes mentioned can be read on this
page about choosing a printing process.
Printing Methods
Welcome to the Printing Methods section of the Zoo Print School. This section serves to inform
you of the multitude of different printing processes that may be employed to print your printed
product.
Digital Printing
Flexography
Letterpress Printing
Offset Printing
Rotogravure
Screen Printing
Digital Printing
Digital printing is the reproduction of digital images on physical surface, such as common or
photographic paper, film, cloth, plastic, etc. It can be differentiated from litho printing in many
ways, some of which are;
Every impression made onto the paper can be different, as opposed to making several hundred or
thousand impressions of the same thing from one set of plates, as in traditional methods.
The Ink or Toner does not absorb into the paper, as does conventional Ink, but forms a layer on
the surface.
It generally requires less waste in terms of chemicals used and paper wasted in set up.
Small format (up to ledger size paper sheets), as used in business offices and libraries
Wide format (up to 3' or 914mm wide rolls of paper), as used in drafting and design
establishments.
line printing — where pre-formed characters are applied to the paper by lines
dot-matrix — which produces arbitrary patterns of dots with an array of printing studs
Heat transfer — like early fax machines or modern receipt printers that apply heat to special
paper, which turns black to form the printed image
inkjet — including bubble-jet — where ink is sprayed onto the paper to create the desired image
laser — where toner consisting primarily of polymer with pigment of the desired colours is
melted and applied directly to the paper to create the desired image.
Vendors typically stress the total cost to operate the equipment, involving complex calculations
that include all cost factors involved in the operation as well as the capital equipment costs,
amortization, etc. For the most part, toner systems beat inkjet in the long run, whereas inkjets are
less expensive in the initial purchase price.
Flexography
Flexography, often abbreviated to flexo, is a method of printing most commonly used for
packaging.
A flexo print is achieved by creating a mirrored master of the required image as a 3D relief in a
rubber or polymer material. A measured amount of ink is deposited upon the surface of the
printing plate (or printing cylinder) using an anilox roll. The print surface then rotates, contacting
the print material which transfers the ink.
Flexo is so named because it was originally used as a method of printing onto corrugated
cardboard, which has a very uneven surface. It is required that the printing plate surface maintain
contact with the cardboard, which it does by being flexible. Also, unprinted high points on the
cardboard must not get printed by ink remnants not on the plate surface, which is achieved by
ensuring a sufficient depth for the non-print areas of the plate.
Originally flexo printing was very low quality. In the last 3 decades great advances have been
made, including improvements to the plate material and the method of plate creation—usually
photographic exposure followed by chemical etch, though also by direct laser engraving. Laser-
etched anilox rolls also play a part in the improvement of print quality. Full colour picture
printing now occurs, and some of the finer presses available today in combination with a skilled
operator allow quality that rivals the lithographic process. One ongoing improvement has been
the increasing ability to reproduce highlight tonal values, thereby providing a workaround for the
very high dot gain associated with flexo print.
Flexo has an advantage over lithography in that it can use a wider range of inks and is good at
printing on a variety of different materials. Flexo inks, like those used in gravure and unlike
those used in lithography generally have low viscosity. This enables faster drying and, as a
result, faster production; that means low cost. Printing press speeds of 450 meters per minute are
regular with modern technology high end printers, like Windmoeller und Hollscher or Schiavi
type. The main printing process worldwide for flexible packaging are rotogravure, for very large
runs, and flexo for large and medium runs.
Flexographic printing
Flexo
Surface printing
Examples:
Some typical applications for flexography are paper and plastic bags, milk cartons, disposable
cups, and candy bar wrappers. Flexography printing may also be used for envelopes, labels, and
newspapers.
Letterpress Printing
Letterpress printing is a term for printing text with movable type, in which the raised surface of
the type is inked and then pressed against a smooth substance to obtain an image in reverse. In
addition to the direct impression of inked movable type onto paper or another receptive surface,
the term letterpress can also refer to the direct impression of inked media such as zinc "cuts"
(plates) or linoleum blocks onto a receptive surface.
As computerised typesetting and imaging replaced cast metal types, letterpress began to die out,
as high-speed photographic imaging onto smooth flexible plates (lithography) became more
economical. However, photopolymer plates and the invention of Ultra-Violet curing inks has
helped keep rotary letterpress alive in areas like self-adhesive labels. There is also still a large
amount of flexographic printing, a similar process, which uses rubber plates to print on curved or
awkward surfaces, and a lesser amount of relief printing from huge wooden letters for lower-
quality poster work.
Offset Letterpress
Relief Printing
Examples:
Mostly replaced by offset printing and other processes, letterpress printing is still used for some
newspapers, books, and limited edition prints. Letterpress printing may also be used for printing
business cards, letterhead, posters, and some forms.
Offset Printing
Offset printing is a widely used printing technique where the inked image is transferred (or
"offset") from a plate to a rubber blanket, then to the printing surface. When used in combination
with the lithographic process, which is based on the repulsion of oil and water, the offset
technique employs a flat (planographic) image carrier on which the image to be printed obtains
ink from ink rollers, while the non-printing area attracts a film of water, keeping the non-printing
areas ink-free.
Consistent high image quality. Offset printing produces sharper and cleaner images and type than
letterpress printing because the rubber blanket conforms to the texture of the printing surface.
Longer printing plate life than on direct litho presses because there is no direct contact between
the plate and the printing surface.
Lithographic
Offset
Planographic
Examples:
Offset lithography is the most commonly used commercial printing process for the bulk of
desktop publishing on paper. Offset lithography is used on both sheet-fed and web offset presses.
Rotogravure Printing
Rotogravure is a type of intaglio printing process, in that it involves engraving the image onto an
image carrier. In gravure printing, the image is engraved onto a copper cylinder because, like
offset and flexography, it uses a rotary printing press. The vast majority of gravure presses print
on reels of paper, rather than sheets of paper. (Sheetfed gravure is a small, specialty market.)
Rotary gravure presses are the fastest and widest presses in operation, printing everything from
narrow labels to 12-feet-wide rolls of vinyl flooring. Additional operations may be in-line with a
gravure press, such as saddle stitching facilities for magazine/brochure work.
In 1932 a George Gallup "Survey of Reader Interest in Various Sections of Sunday Newspapers
to Determine the Relative Value of Rotogravure as an Advertising Medium" found that
rotogravures were the most widely read sections of the paper and that advertisements there were
three times more likely to be seen by readers than in any other section. The rotogravure process
is still used for commercial printing of magazines, postcards, and corrugated (cardboard) product
packaging.
In the latter quarter of the 19th centure, the method of image photo transfer onto carbon tissue
covered with light-sensitive gelatin was discovered and was the beginning of rotogravure.
Gravure cylinders nowadays are typically engraved digitally by a diamond tipped or laser
etching machine. On the gravure cylinder, the engraved image is composed of small recessed
cells (or 'dots') that act as tiny wells. Their depth and size control the amount of ink that gets
transferred to the substrate (paper or other material, such as plastic or foil) via a process of
pressure, osmosis, and electrostatic pull. (A patented process called "Electrostatic Assist" is
sometimes used to enhance ink transfer.)
A rotogravure printing press has one printing unit for each color, typically CMYK or cyan,
magenta, yellow and key (printing terminology for black). The number of units vary depending
on what colors are required to produce the final image. There are five basic components in each
color unit: an engraved cylinder (whose circumference can change according to the layout of the
job), an ink fountain, a doctor blade, an impression roller, and a dryer. While the press is in
operation, the engraved cylinder is partially immersed in the ink fountain, filling the recessed
cells. As the cylinder rotates, it draws ink out of the fountain with it. Acting as a squeegee, the
doctor blade scrapes the cylinder before it makes contact with the paper, removing ink from the
non-printing (non-recessed) areas. Next, the paper gets sandwiched between the impression
roller and the gravure cylinder. This is where the ink gets transferred from the recessed cells to
the paper. The purpose of the impression roller is to apply force, pressing the paper onto the
gravure cylinder, ensuring even and maximum coverage of the ink. Then the paper goes through
a dryer because it must be completely dry before going through the next color unit and absorbing
another coat of ink.
Because gravure is capable of transferring more ink to the paper than other printing processes,
gravure is noted for its remarkable density range (light to shadow) and hence is a process of
choice for fine art and photography reproduction, though not typically as clean an image as that
of sheet fed litho or web offset litho. Gravure is widely used for long-run magazine printing in
excess of 1 million copies. Gravure's major quality shortcoming is that all images, including type
and "solids," are actually printed as dots, and the screen pattern of these dots is readily visible to
the naked eye. Examples of gravure work in the United States are typically long-run magazines,
mail order catalogs, consumer packaging, and Sunday newspaper ad inserts.
Other application area of gravure printing is in the flexible packaging sector. A wide range of
substrates such as Polyethylene, Polypropylene, Polyester, BOPP etc can be printed in the
gravure press.
Also Known As:
Gravure
Examples:
Gravure printing is often used for high-volume printing of packaging, wallpaper, and giftwrap
using fast-drying inks. Although less common, gravure printing may also be used for printing
magazines, greeting cards, and high-volume advertising pieces.
Screen Printing
Screen printing is a printmaking technique that creates a sharp-edged image using a stencil. A
screen print or serigraph is an image created using this technique.
A screen is made of a piece of porous, finely woven fabric (originally silk, but typically made of
polyester or nylon since the 1940s) stretched over an aluminum frame. Areas of the screen are
blocked off with a non-permeable material—a stencil—which is a positive of the image to be
printed; that is, the open spaces are where the ink will appear.
The screen is placed on top of a piece of dry paper or fabric. Ink is placed on top of the screen,
and a squeegee (rubber blade) is used to push the ink evenly into the screen openings and onto
the substrate. The ink passes through the open spaces in the screen onto the paper or fabric
below; the screen is lifted away and then the squeegee is pushed back across the screen, with the
screen lifted, "flooding" the ink into the screen. The screen can be re-used after cleaning. If more
than one color is being printed on the same surface, the ink is allowed to dry and then the process
is repeated with another screen and different color of ink.
While the public thinks of garments in conjunction with screen printing, the technique is used on
tens of thousands of items, including birthday cake designs, decals, clock and watch faces, and
many more products. The vast majority of silk-screen printings are monochromatic.
Graphic screen printing is widely used today to create many mass or large batch produced
graphics, such as posters or display stands. Full color prints can be created by printing in CMYK
(cyan, magenta, yellow and black). Screen printing is often preferred over other processes such
as dye sublimation or inkjet printing be
OFFSET
In offset lithography, a printing plate, which is most often made from aluminum, contains an
image of the content that needs to be printed. When the plate is inked, only this image part holds
ink. That inked image is subsequently transferred (or offset) from the plate to a rubber blanket
and then to the printing surface. The process can be used to print on paper, cardboard, plastic, or
other materials, but these have to have a flat surface.
Below is a picture of a 4 color sheetfed printing press. At the far end is the intake where
individual sheets of paper are automatically fed into the press. The 4 towers or printing units
each print one color, typically black get printed first, followed by cyan, magenta, and yellow.
The stack of printed sheets is visible on the front of the machine, underneath the press console &
monitor which the press operator uses to control the press.
For higher volume work offset presses use rolls of paper. The picture below shows such a much
larger web press. It is so fast that the printed paper needs to be force dried. The black unit at the
end of the press is an oven.
SCREEN PRINTING
As its name implies, this printing technique relies on a screen, which is a woven piece of fabric.
Certain areas of this mesh are coated with a non-permeable material. In the remaining open
spaces, ink can be pushed through the mesh onto a substrate. The advantage of screen printing is
that the surface of the recipient does not have to be flat and that the ink can adhere to a wide
range of materials, such as paper, textiles, glass, ceramics, wood, and metal.
The image below shows a screen printing press that is used to print t-shirts.
REPEAT ADVERTISING
The idea behind repetition is that when the consumer goes to buy a particular product, the
name of your brand is the first one that comes to mind. There are several different types of
advertising repetition. One is simply to repeat the same advertisement, such as a television
commercial, over and over. For example, the same commercial may be broadcast at each ad
break of a show.
Another way to use repetition is to place the product or brand in as many places as possible.
For example, print ads in newspapers and magazines, television ads, radio ads and utilize
product placement on television shows or in movies. Another type of repetition is to use ads
that are produced with similar styles, but have a slightly different final product. For example,
television ads that use the same actors, but in different scenarios.
As people are exposed to advertising repetition, their attitudes about the advertisement or
brand will begin to form and remain in their minds, even if the exact phrasing of the ad does
not. This attitude may be positive or negative. Most researchers theorize that the continued
pairing of information and its brand through repetition always increases the brand's product
awareness, and advertisers rely on this as they spend money to advertise their brand or
business.
FORGETTING ADVERTISEMENTS
Inevitably, an audience will forget information over time. This, in essence, is why advertisers
are consistently coming up with new ad campaigns and ways to get the word out about their
product or business. One of the main goals of repetition in advertising is to reduce forgetting
by reinforcing messages so the audience commits favorable attitudes and knowledge to long-
term memory.
Business owners and advertising professionals can use this information to make important
decisions about how to use their advertising dollars. Repetition of exposure is generally a
positive thing, to a point. When people are overexposed to an advertisement, they begin to
show an adverse response. According to Professor Christie L. Nordhielm of Northwestern
University, several studies have found that wear-out on advertisements happens after about
three to 10 exposures. After this, positive attitudes decline.
00 ADVERTISING CAMPAIGN
An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). An IMC is a platform in
which a group of people can group their ideas, beliefs, and concepts into one large media base.
Advertising campaigns utilize diverse media channels over a particular time frame and target
identified audiences.
The campaign theme is the central message that will be received in the promotional activities and
is the prime focus of advertising campaign, as it sets the motif for the series of individual
advertisements and other marketing communications that will be used. The campaign themes are
usually produced with the objective of being used for a significant period but many of them are
temporal due to factors like being not effective or market conditions, competition and marketing
mix.
UNIT - IV
Sales force Management-Importance-sales force decision-sales force size-recruitment &
selection-training-methods-motivating salesman Controlling - compensation & incentives-fixing
sales territories-quota - Evaluation.
WHAT IS THE MEANING OF SALES FORCE MANAGEMENT?
Sales force management systems are simply information systems whose purpose is helping
an organization to grow better, faster, by organizing and partly automating the work that sales
force and sales management. It is a customer relationship management platform. Often called
CRM
WHAT ARE THE MAJOR STEPS IN SALES FORCE MANAGEMENT?
Setting Objectives.
Recruitment and Selection. Recruitment process follows five stages:
Training.
Motivation and Compensation. Three types of compensations plans.
Evaluation of Salespeople. Quantitative measures of performance. Qualitative measures
of performance.
Evaluation and Control of Total Sales Operation.
SALES FORCE MANAGEMENT – OBJECTIVES OF SFM
Objectives of sales force management are achieved through strategies. Policies provide the
guidelines. Selling strategies have two dimensions – what type of salesforce is needed and how
many of salespeople are needed. The overall size of the salesforce affects the number of calls
made and the frequency with which they are made.
A company takes into account its competitive setting, because this influences all its sales-related
policies; which in turn affects the formulation of strategies. Marketing plans are long-term and
strategic. Mostly, sales plan are short-term and tactical. A company may operate in pure
competitive environment which is hardly found in practice, but makes our understanding of other
types of competition more incisive.
In practice, we may encounter monopolistic competition which is most common, or oligopolistic
competition where there are, a number of competitors. Mostly, the qualitative personal selling
objectives respond to the competitive setting in which an organisation operates. Qualitative
objectives have a bearing on the sales job.
A company may have the objective to rely 100 per cent upon personal selling. It then needs a
larger and a trained salesforce. Another company relies more on advertising, and expects the
salesperson to provide just the support service, and order booking service. It may do well with an
ordinary salesforce, not so large in size.
ADVANTAGES OF THE SALES FORCE MANAGEMENT
i. Understanding the economic structure of an industry
ii. Identifying segments within a market
iii. Identifying a target market
iv. Identifying the best customers in place
v. Doing marketing research to develop profiles (demographic, psychographic, and behavioral)
of core customers
vi. Understanding competitors and their products
vii. Developing new products
viii. Establishing environmental scanning mechanisms to detect opportunities and threats
ix. Understanding one’s company’s strengths and weaknesses
x. Auditing customers’ experience of a brand in
xi. Developing marketing strategies for each of one’s products using the marketing mix variables
of price, product, distribution, and promotion
xii. Coordinating the sales function with other parts of the promotional mix, such as advertising,
sales promotion, public relations, and publicity
xiii. Creating a sustainable competitive advantage
xiv. Understanding where brands should be in the future, and providing an empirical basis to
write marketing plans regularly to help get there
xv. Providing input into feedback systems to help monitor and adjust the process.
DISADVANTAGES OF THE SALES FORCE MANAGEMENT
i. Difficulty in adopting the system
ii. Too much of time spent on Data Entry
iii. Losing personal touch in the process of automation
iv. Labor process of continuous maintenance, information updating, information cleaning and
system up gradations
v. Cost involved in Sales Force Automation Systems and Maintenance
vi. Difficulty in integration with other management information systems
STRATEGY INFLUENCES THE STRUCTURE SALES FORCE
(a) Territorial Sales Force Structure:
A particular territory in which each sales person is assigned to sell company’s full line. Sales
area is small so selling can be done more effectively. The sales man can understand the needs of
the area and can design his strategy accordingly. This strategy is cost effective as well.
(b) Product Sales Force Structure:
It is used when the products are numerous, unrelated and complex. In this, sales force sells
along the product line. Kodak films and industrial goods are sold by separate sales force, i.e. for
industrial films technical sales force is there and a separate sales force sells commercial armature
films.
(iii) Sales Force Size:
It denotes the number of employees.
(iv) Compensation:
Proper compensation is required. Both monetary and non-monetary compensation would
complete the compensation plan.
What does sales force mean?
Definition: The division of a business that's responsible for selling products or services.
Evaluating your current sales force is an important step in the process of deciding whether and
how to grow your sales team.
5) Compensating
6) Supervising
1) Designing sales force structure and strategy – The objectives give foundation to the
individual objectives of the salesmen. The objectives layout details on what the organisations
focus will be. It can be focusing on new customers, new product, existing customers or existing
products. Not only should the management focus on sales targets, but also market performance,
customer relations and service, supporting the marketing functions. The objectives give platform
for measuring the performance of the sales function and the salespeople
2) Sales force size – the size of the sales force is determined based on the market attractiveness,
competition, budget allotted to sales function and other environmental factors. It becomes
difficult to analyse these elements in the form of data to arrive at an exact size of the sales force
but it definitely gives direction in arriving at a certain figure. Basis these influences, the
management can make changes to the salespeople deployed.
3) Recruitment and selection – For a successful sales function it is imperative to have good
salespeople. A perfect sales person can increase the customer base and profits for the
organisation. The human resource department seeks applications via company’s website, print
ads, contacting recruitment agencies, etc.
4) Training, Supervision and motivation – It is important that the salespeople are given ample
training not only on the product but also on how the organisation functions. Once a salesperson
associates himself/ herself with the organisation there is self-drive in the efforts. They need to
identify with the organisation. The training should be effective to ensure the salesman is
knowledgeable about the company’s product and the competition in the market. They need to be
well versed in making sales pitch, handling customer’s queries and their key performance
metrics.
5) Compensating – To ensure right sales people get selected there should be an appropriate
compensation plan. Compensation involves elements like (1) fixed salary, (2) variable
components like commission, rewards, bonus, etc., (3) expenses incurred in the field, and (4)
fringe benefits (health benefits, company vehicle, club membership, etc.). The weightage to each
of these elements should be assigned so as to give fair compensation as well as keep the
salespeople motivated. It should justify the efforts and results given by the salesman and his/ her
team.
6) Evaluation and control of sales people – The management has to evaluate and control the
entire sales function as well as individual salespeople. For the sales function as a whole the
management has to work on the training as well as proper allocation of resources to the assigned
territories.
1. It is consistent with the position held by a salesperson and the job description laid down for
such a position.
2. It decides the right salary and other benefits befitting the position and is at least in conformity
with the prevalent salary structure for such a position in the industry.
3. It acts as a catalyst to improve the productivity of the organization.
4. Money is a great motivator. It acts in this direction. It provides satisfaction and security to the
sales force.
5. It helps to improve the financial health of the employees, organization, and the society at
large.
6. It does not distract the team spirit and the group cohesion within the sales force.
CHARACTERISTICS OF A GOOD COMPENSATION PLAN
1. A compensation plan must provide a living and fair wage. It should ideally give a secure
income; as monetary difficulties prevent the employees to put in their best.
2. It should be integrated to the motivational programme.
3. It should be fair and should ensure equal pay for equal work.
4. It should be easy to understand. Each employee should be in a position to compute his own
salary.
5. It should be flexible enough to accommodate changes in salary as per performance.
6. It should be economical to administer.
7. It should further the objectives of the sales organisation.
1. Discounts. This technique is as old as the hills. Small companies and big corporations use
this method to sell more. One of the reasons it's so popular, even today, is that discounts are
great for both consumers and retailers.
2. Time-limited offers. This technique works even better than a big discount. With this trick,
marketers manage to create a sense of urgency and fear of missing out on their products.
3. Seasonal promotions. People often buy ski suits in summer and air conditioners in winter to
save money. Selling products during off-seasons can be a real challenge, so we strongly
recommend you to run seasonal promotions. Sell items from old collections at reduced prices
and don't forget to advertise your campaign via email and social media.
4. “1+1=3". "Buy one and get one for free" and "Buy 2 items and get the third one for free" are
very familiar marketing tricks. Such campaigns help you sell products at a low price or save
money shopping together with a friend. Retailers can significantly boost sales with this
technique reinforcing clearance sales.
5. Holiday promotions. Christmas, New Year's Eve, Halloween, International Women's Day,
and Valentine's Day are great chances to skyrocket sales.
6. Gifts. Who doesn't like freebies? If you are a startup or about to launch a new product, go for
this technique.
7. Contests. Competitions are a great opportunity to boost user engagement and increase brand
awareness and sales. You can let your audience to create a slogan for your brand, a new
advertising message, design, or share creative ideas on how to use your product in an unusual
way. Make sure that the prize correlates with the effort spent on participating in your contest.
8. Reward points. You definitely should reward clients who buy from you regularly - people
love brands that appreciate their choice.
9. Special prices. Marketers usually run a 1-day campaign when users can buy everything at a
fixed price. These prices usually look tempting for users and they can’t overcome the feeling
of missing out. The goal may be an annual clearance of goods. You can set a fixed price for
each product category of your store. For example, sweaters for $5.99, jeans for $9.99, coats
for $15.99. This technique works.
10. First-purchase coupons. It always takes time for people to give money to a new store
especially when buying expensive products. To make them think over the purchase faster,
offer a special incentive.
11. Free shipping. Very often users leave your site without buying just because of expensive
delivery options. To win back these potential clients, you can run a time-limited campaign
that allows them to receive their orders for free if they spend a certain amount of money. If
you sell medium-priced goods, do not make this fixed sum too high. Otherwise, people won’t
fall for this trick.
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.
ELEMENTS OF MARKETING COMMUNICATION MIX
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.
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.
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.
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.
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.
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.
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.
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
MARKETING COMMUNICATION – TYPES
i. Personal Selling:
Personal selling consists of person-to-person communication between the sales persons and their
prospects. Unlike advertising, it involves personal interactions between the source and the
destination.
Advertising aims at group the shotgun approach; while personal selling aims at individuals the
right approach. Sales persons are in a position to tailor their messages according to the unique
characteristics of each prospect.
ii. Sales Promotion:
According to the American Marketing Association, sales promotion consists of those marketing
activities, other than personal selling, advertising, and publicity, that stimulate consumer
purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations,
and various non-recurrent selling efforts not in the ordinary routine.
iii. Publicity:
Publicity is a means of promoting the mass market, and is similar to advertising, except that it is
free, is found in the editorial portion of the news media, and pertains to newsworthy events. The
most common type of publicity are news releases (also known as press releases), photographs
and feature stories.
iv. Public Relations:
Marketers engage in public relations in order to develop a favourable image of their
organizations and products in the eyes of the public. They direct this activity to parties other than
target consumers. These “others” include the public at large, labour unions, the press, and
environmental groups.
PERSUASION MARKETING
Persuasion marketing applies what we know about human psychology to develop techniques
to market products or services. In this case, it specifically applies to the promotions aspect of the
marketing mix, and builds on a customer's impulsive behavior to lead them to purchase.
PRINCIPLES OF PERSUASIVE MARKETING
Reciprocity: give something to get something. Give your client something that makes him feel
lucky. If a waiter gives you a candy together with a bill, you’ll probably tip him. If he gives you
the same bill and the same candy, but adds ‘And this is for you, because you were such a cool
client’, the tip will be way bigger.
Authority: buying something means trusting someone. Human beings, hence consumers, follow
credible leaders. If a person called Peter tries to sell you an apartment, you will be less inclined
to buy it from him than if he was introduced to you as a real estate professional with 22 years of
experience in selling and buying apartments.
Social proof: people tend to do what other people do. Instead of telling them what to do in a
certain situation, it is easier to get someone to change his/her behavior by telling him/her what
other people did in similar situations.
Commitment: selling by involving. Make people feel they are part of your community. If people
have a say in what the brand, product or service brings to the market, people will buy you more.
Start small with this, you’ll see that once you get commitment from consumers, you can
snowball your marketing actions. Commitment is the basis of a loyal relationship.
Liking: we tend to buy more from people who like us. We are narcissistic beings who easily buy
from people who complement and appreciate us. Of course, the main question here is the
authenticity:
Scarcity: people love to buy things other people cannot buy. We tend to rush for things that are
rarely available. So the question here is: ‘How do I make my product look and feel rare and
scarce?’.
WHAT IS ADVERTISING IN PROMOTION?
Advertisements are a one-way form of communication that ideally appeal to consumers'
emotions and persuade them to purchase your product or service. Promotion is typically a short-
term marketing strategy, meant to increase sales through the use of immediate customer
incentives (motivations).
ROLE OF ADVERTISING
1. Awareness 2. Information 3. Persuasion 4. Attitudes 5. Reminder 6. Brand Loyalty 7. Brand
Image 8. Counter Competitors’ Claims 9. Expansion of Markets 10. Educating the Customers.
IMPORTANT TECHNIQUES OF SALES PROMOTION ARE AS FOLLOWS:
(1) Rebate:
(2) Discount:
(3) Refunds:
(4) Product Combination:
(5) Quantity Gift:
(6) Instant Draw and Assigned Gift:
(7) Lucky Draw:
(8) Usable Benefits
SALESMANSHIP
Definition:
DUTIES OF A SALESMAN:
4. He has to make report-Sales made, Calls made, Services rendered, customers lost, competition
and any other matters, relating to firm.
7. A salesman with his experience must supply information in order to solve problems relating to
product or the firm.
6. Thinking analytically and learning to break problems down to their basic components.
7. Producing constantly both in quality and quantity rather than performing erratically.
TYPES OF A SALESMANSHIP
Salesman can be divided into four categories depending on their roles in the sales. In this section,
you will learn about the different kinds of salespeople in the sales business.
1. WHOLESALERS
The wholesalers’ salesmen are concerned with only wholesalers. A product passes through
several stages from after leaving the warehouse and final when it reaches the hands of the
final consumer. The wholesaler plays a central role in this supply chain. The purpose of a
wholesaler is to market the products only to wholesalers of the product.
The followings are the primary concern of a wholesaler salesman:
1. The wholesaler salesman takes orders from the wholesalers of the product.
2. He guides the wholesalers in the process of giving credit to the retailers.
3. He helps wholesalers to improve their sales.
4. He collects crucial information like current trends in the market.
2. MANUFACTURER’S SALESPERSON
The following are the different types of manufacturer’s salespersons.
i. Missionary salesperson
The role of a missionary salesperson is significant as they perform all the essential works that are
required to be done. For example, they collect information about market trends, and they create
goodwill about the product. They interact with wholesalers, retailers, and final consumers of the
product to provide them the information about the product and to provide guidance to them to
use the product.
ii. Technical salesman
The technical salesman is hired to sell electronic products such as computers, machines, and
other equipment. These salesmen have professional training and are capable of helping their
customers with the installation, use, and problems related to the use of the products.
iii. Merchandising salesman
The role of merchandising salesman is significant in the present market conditions. A
merchandising salesman not only sells the product but will also help the retailers in the display
and arrangement of the products in the store by working alongside them.
They provide demonstrations to the retailers to train them to use the product and to make them
capable of selling the products to the customers. The merchandising salesmen usually promote
products like grocery products, drugs, and medicines, apparel, and fashion accessories.
iv. Sale promotion salesmen
The sales promotion salesmen are also referred to as retail salesmen. The main job of sales
promotion salesmen is to create the demand for the product. They don’t take orders immediately
from the customers or sell products directly, but they perform an essential role in convincing the
customers to buy or use their products.
v. Dealer servicing salesmen:
Dealer servicing salesmen work in their designated territory and visit the customers to provide
them samples, training, and to take new orders.
3.RETAIL SALESMAN:
Retail salesmen are those salesmen who directly work with the final consumer of the product.
There are mainly two types of retail salesmen, such as indoor salesmen and outdoor salesmen.
The retail salesman that works inside a store is known as indoor salesmen. These salesmen are
hired by retailers to help shoppers to help in making purchasing decisions, locating goods in the
store, and keeping the store in order. The indoor salesmen don’t require excellent salesmenship
skills.