Unit-II:

Advertising as Mass communication: the communication mix, building of advertising

program: Creative Strategy-Copy, message, advertising appeals, AIDA concept Creation
and production in advertising: TV commercials, Radio Jingles, Print ads.

What is communications mix and its role in Marketing?

There are multiple components of a communications mix. The communications mix in marketing
comprises of the various ways that a company can communicate with its customers. Because
marketing communications is of utmost importance in today’s day and age, the communications
mix and the marketing vehicles used within it are also important to marketing.
As can be seen from the concepts of marketing there were initially various different concepts
which were used when manufacturing first started. They were the production concept, the sales
concept etc. However, slowly but surely, we moved on to implement the marketing concept and
today we generally use the customer concept in the market.
The key principle behind the marketing concept is that we should add value to our products so
that the customer will automatically buy our products above that of competition. However, how
will the customer know that we have value added products? This is the job of the Marcomm
department and hence the communications mix is needed.
Generally, when a company makes a marketing communications plan, it combines multiple
forms of communication channels into the mix. This is done to ensure that the message of the
company reaches the end consumer. It is also done to ensure repetition so that the customer
recalls the brand because of the brand message being repeated in multiple channels at once.
The 6 most common variables of the communication mix are as follows.
1. Advertising
We are very well with the impact that advertising has on our purchase behavior. Advertising may
be in many forms but the two most common forms are ATL advertising which includes
television, radio and print and the other type is BTL advertising which majorly includes out of
home advertising.
Advertising is strongly used by brands who have deep pockets or who have a lot of competitors
in the market. Advertising requires that you have a unique advertising message as well. The
more unique and impactful the message, the more is the connect between the brand which is
advertising and the consumers.

2. Personal selling
Personal selling is the second most common method to communicate the benefits of your
products to the end customer and convert him from a lead to a prospect and ultimately to your
customer. This is the reason that many top companies and even small businesses nowadays are
focused on personal selling.
If you enter a branded retail outlet, you will many times find that the company promoter is
already present in the retail outlet. The reason that the company appoints their own brand
promoter is because this ensures that the customer will have better attention from their individual
brand. Along with this, the company’s salesman will also have more knowledge of product and
competition as he has been dedicatedly hired by the brand.
If instead of a brand promoter, there was the retailers’ own salesman, he would have promoted
any brand on the shelf. At the same time, the retailers’ salesman might not be as knowledgeable
as the brand salesman because he has so many brands and products to sell. He gets overloaded
and ultimately forgets the features of products he is selling. So, if a company wants to
communicate the benefits of its products, convince and convert the customer, then personal
selling with hand picked and trained executives is the best option.

3. Sales promotion
There are many different ways of running sales promotions and many different tips and tactics
present depending on the sector you are in. Where trade discounts and freebies work very well in
FMCG, in consumer durables, free services and value addition (free installation) works better
then discounts.
Sales promotion also involves providing the consumer with an incentive for the purchase of the
product. At the same time, it may involve giving incentives to dealers or distributors to get the
product selling & moving in the market. The expenses in Sales promotion is lower and the
investment is very less because it gets the product moving.
Sales promotions is increasingly being used as a tool especially after the rising popularity of E-
commerce and online sales. Every other day you will see a “Sale” or “Deal” online which will be
time bound and which customers will impulsively purchase. Due to some discount being given
for certain amount of time, online retailers can move huge quantities of products across the
country or the region they are selling in.

4. Public relations
Public relation is the art of spreading the news about your products or services in the public
domain so that some hype is created and people talk to each other about it. One of the most
commonly observed public relations exercise is when there is some news related to a Movie or
related to a product which is published in the newspapers just before the movie is supposed to be
released or the product is supposed to be launched.
Similarly, there are multiple public relation exercises which can be carried out by a brand. In
today’s date, social media is one of the biggest platforms for public relations exercise. You will
see a lot of news being published with regards to what is trending. Similarly, press conferences,
face to face interaction with consumers, newspaper advertorials, involving the community are
various ways that public relations exercises can be implemented.
Public relation is an important part of the communications mix. It helps in building a strong
brand image and a brand can slowly release the information therefore keeping the public
attention intact. In fact, if you notice, information about a movie which is going to be big starts
coming in newspapers much before the movie launch date is announced.

This is nothing else but Public relations wherein the marketing manager wants the public to be
hooked to whats about to happen in the movie. They want to create a hype. Off course, some
movies (like the latest star wars franchise) would rather hide their details then show it to public.
5. Direct marketing / Internet marketing
In the last few years, Digital marketing was giving tough competition to television advertising as
well as newspaper advertising. As of end quarter of 2016, digital marketing has practically
overtaken Television advertising and has a major spend amongst all media.
Off course, the benefit of digital advertising is that even small businesses can get involved and it
is not as costly as Television advertising. As a result, the overall revenue generated from digital
advertising is much more then television or newspaper. But even then, not only small businesses,
even top brands take part in digital marketing because it helps the brand in reaching the end
consumer.
The key attraction of digital marketing is the personal connect that the brand makes with the
consumer. Your email box, your facebook wall, your twitter feeds are your private space and via
social marketing, brands can enter this private space and make a connection. The brand which
really does good campaigns can actually walk away with a large population of digital followers.
6. Packaging
Although packaging is supposed to be a part of the marketing mix and not the communications
mix, lately, due to competition and the increasing rivalry between businesses, even packaging is
considered as an important medium of communicating with your consumers.
The packaging of the product is the last point of sales for the company. When the consumer is
standing in a retail aisle, he or she has a plethora of products in front of them to choose from.
Many a times, the decision is made looking at the overall packaging of the product as well as the
information written on the product.
If a customer wants an aloe-vera shampoo, he might look at the packaging and decide against an
Anti dandruff shampoo. However, if the packaging is poor, and the distinguishing feature is not
mentioned clearly, the consumer might ignore the product altogether. As a result, BECAUSE
even packaging communicates to the consumer, it is now considered as an element of the
communications mix.

5 M's of Advertising
The 5 M's of advertising are as follows:
1. Mission
2. Money
3. Message
4. Media
5. Measurement

1. Mission:
Advertising Objectives can be classified as to whether their aim is:
• To inform: This aim of Advertising is generally true during the pioneering stage of a product
category, where the objective is building a primary demand.

• To persuade: Most advertisements are made with the aim of persuasion. Such advertisements
aim at building selective brand.
• To remind: Such advertisements are highly effective in the maturity stage of the product. The
aim is to keep the consumer thinking about the product.

2. Money:
This M deals with deciding on the Advertising Budget
The advertising budget can be allocated based on:
• Departments or product groups
• The calendar
• Media used
• Specific geographic market areas

There are five specific factors to be considered when setting the Advertising budget.
i. Stage in PLC: New products typically receive large advertising budgets to build awareness
and to gain consumer trial. Established brands are usually supported with lower advertising
budgets as a ratio to sales.
ii. Market Share and Consumer base: high-market-share brands usually require less
advertising expenditure as a percentage of sales to maintain their share. To build share by
increasing market size requires larger advertising expenditures. Additionally, on a cost-per-
impressions basis, it is less expensive to reach consumers of a widely used brand them to reach
consumers of low-share brands.
iii. Competition and clutter: In a market with a large number of competitors and high
advertising spending, a brand must advertise more heavily to be heard above the noise in the
market. Even simple clutter from advertisements not directly competitive to the brand creates the
need for heavier advertising.
iv. Advertising frequency: the number of repetitions needed to put across the brands message to
consumers has an important impact on the advertising budget.
Product substitutability: brands in the commodity class (example cigarettes, beer, soft drinks)
require heavy advertising to establish a different image. Advertising is also important when a
brand can offer unique physical benefits or features.

3. Message:
Message generation can be done in the following ways:
A. Inductive: By talking to consumers, dealers, experts and competitors. Consumers are the
major source of good ideas. Their feeling about the product, its strengths, and weaknesses gives
enough information that could aid the Message generation process.
B. Deductive: John C. Meloney proposed a framework for generating Advertising Messages.
According to him, a buyer expects four types of rewards from a product:
• Rational
• Sensory
• Social
• Ego Satisfaction.

Buyers might visualize these rewards from:

• Results-of-use Experience
• Product-in-use Experience
• Incidental-to-use Experience

4. Media:
The next M to be considered while making an Advertisement Program is the Media through
which to communicate the Message generated during the previous stage. The steps to be
considered are:

5. Measurement:
Evaluating the effectiveness of the Advertisement Program is very important as it helps prevent
further wastage of money and helps make corrections that are important for further
advertisement campaigns. Researching the effectiveness of the advertisement is the most used
method of evaluating the effectiveness of the Advertisement Program. Research can be in the
form of:
i. Communication-Effect Research
ii. Sales-Effect Research

Steps for Developing an Advertisement Program

Marketers must make the following important decisions while developing an advertising
program: 1. Setting Advertising Objectives 2. Setting the Advertising Budget 3. Determine the
Key Advertising Messages 4. Media Decisions 5. Evaluating Advertising Campaigns.

Step 1: To Set Advertising Objectives:

An advertising objective is a specific communication task to be achieved with a specific target
audience during a specified period of time.
Advertising objectives can be divided into three main categories:
(a) To Inform:
Informative advertising aims to create awareness and knowledge of new products or new
features of existing products, e.g. tell customers about new product policies, promotional
schemes, availability of products etc.
(b) To Persuade:
Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or
service. Some persuasive advertising uses comparative advertising, which makes a clear
comparison of the attributes of two or more brands. E.g. encourage customers to switch to a
different brand.
(c) To Remind:
Reminder advertising aims to stimulate repeat purchase of products and services.
Secondary Objectives of Advertising:
(i) Stimulate an increase in sales
(ii) Remind customers of the existence of a product
(iii) Inform customers
(iv) Build a brand image
(v) Build customer loyalty and relationship
(vi) Change customer attitudes
Step 2: Decision on the Advertising Budget:
It is the estimation of expenditure on various components of advertising. It should match with the
objectives of a business firm. The amount spent on advertising should be relevant to the potential
sales impact of the campaign. Advertising budgets is finalized by marketing manager and media
agency.
Factors to be considered while setting the advertising budget:
(i) Stage in the Product Life Cycle:
New products typically receive large advertising budgets to build awareness and to gain
consumer trial. Advertising budget for a new product may be different from a product in maturity
stage, new products tend to need a larger advertising budget to help build awareness and to
encourage consumers to trial the product. Established brands usually are supported with lower
advertising budgets as a ratio to sales.
(ii) Market Share and Consumer Base:
High market share brands usually require less advertising expenditure as a percentage of sales to
maintain share, it is due to popularity and awareness of customer about brand. It is less expensive
to reach consumers of a widely used brand than to reach consumers of low-share brands. If a new
company wants to increase its market share it will need high investments on advertising
campaign.
(iii) Competition in Market:
Advertisement budget depends on level of competition in market competition can be seen more
in the field of automobile, electronic appliances, telecommunication, banking etc. products
which are having close substitutes in market needs more expenditure on advertising. In a market
with a large number of competitors and high advertising spending, a brand must advertise more
heavily to be heard.
(iv) Advertising Frequency:
The number of repetitions needed to put across the brand’s message to consumers has an
important impact on the advertising budget. Higher the frequency higher would be budget.
(v) Product Substitutability:
Brands in a commodity class require heavy advertising to establish a differential image.
Advertising is also important when a brand can offer unique physical benefits or features.
Stage 3: Determine the Key Advertising Messages and Deciding the Copy:
Research suggests that the clarity of the advertising message is often more important than the
amount spent. The advertising message must be carefully targeted to impact the target customer
audience.
A successful advertising message should have the following characteristics:
a. Meaningful: Customers should find the message relevant, easy to understand.
b. Distinctive: Capture the customer’s attention.
c. Believable: A difficult task, since research suggests most consumers doubt the truth of
advertising in general.

Message evaluation and selection of a good advertisement normally focuses on one core selling
proposition, messages should be rated on desirability, exclusiveness, and believability. Message
execution can be decisive for highly similar products, such as detergents, cigarettes, coffee, and
soft drinks. Advertising does not overstep social and legal norms.
Copy writing is the next step of advertisement programme it is a specialized form of
communicating ideas that are meant to serve the requirements of modern marketing. It helps in
establishing link between advertising and their prospects. It may also use to promote the
acceptance of idea and utilized words to convey message having commercial information.
The term copy includes every single feature that appear in the body of advertisement, copy – is
an all-embracing term covering all that appears in an advertisement the written matter, pictures,
labels and design. Developing copy is a creative process copy development is mostly done by
professional advertising agencies.

Stage 4: Decide which Advertising Media to Use:

There are a variety of advertising media from which to choose. A campaign may use one or more
of the media alternatives.
The key factors in choosing the right media include:
(a) Reach: What proportion of the target customers will be exposed to the advertising? It is the
number of different persons or households exposed to a particular media schedule at least once
during a specified time period.
(b) Frequency: How many times will the target customer be exposed to the advertising
message? Frequency is the number of times within the specified time period that an average
person or household is exposed to the message.
(c) Media Impact: Impact is the qualitative value of an exposure through a given medium
where, if the target customer sees the message – will it have most impact? For example, does an
advert promoting holidays for elderly people have more impact on Television if so, when and
which channels or in a national newspaper or perhaps a-magazine focused on this segment of the
population.
Another key decision in relation to advertising media relates to the timing of the campaign. Some
products are particularly suited to seasonal campaigns on television like advertisements of
durables on Diwali whereas for other products, a regular advertising campaign throughout the
year in media such as newspapers and television.
Stage 5: Evaluation of the Advertising Campaign:
Success of advertising depends on planning and control of advertising campaign it should be
evaluated by the advertisers. Most measurement of advertising effectiveness deals with specific
advertisement and campaigns. A proposed campaign should be tested in one or a few cities first
and its impact evaluated before rolling it out nationally.
Most advertisers try to measure the communication effect of an advertisement that is, its
potential effect on awareness, knowledge, or preference. They would also like to measure the
advertisement sales effect.
The evaluation of an advertising campaign should focus on two key areas:
1. The Communication Effects—is the intended message being communicated effectively and to
the intended audience?
2. The Sales Effects—has the campaign generated the intended sales growth. This second area is
much more difficult to measure.
Bases for the measurement of advertisement success:
(i) Number of enquiries from advertisement
(ii) Number of enquiries converted into sales
(iii) Test customer awareness both before and after the advertising campaign
(iv) Number of enquiries
(v) Test customer awareness
(vi) Number of requests for further information
(vii) Test customer awareness of brand recognition and perceived values
(viii) Levels of repeat purchase
(ix) Levels of customer retention
(x) Measure demographic profile of purchases
(xi) Measure type of goods ordered by new purchasers
(xii) Increase in sales by comparing with previous data

Advertising Copy: Definition, Types, Examples

An advertising copy is a term used to describe the main text used in the advertisement. The text
could be a dialogue, a catchy punch line or a company’s dictum.
It is a print, radio or TV advertising message that aims at developing and retaining an interest of
the target customer and prompting him to purchase the product within a couple of seconds.
According to the UK advertising guru, David Ogilvy, ‘people do read lengthy advertisements if
they are skillfully written’. The most significant part of the copy is the headline, and sometimes
even a small shift in the text brings magnanimous results. A short ad copy is the most popular in
consumer-product advertising, or an artful, indigenous lengthy ad copy may work wonders too.
An advertisement copy is mostly a result of extensive advertising and consumer research
designed by professional copywriter’s employees by advertising agencies. Drafting an ad copy
demands skill and effort. An ad copy involves a complete investigation of the target audience.
There is a substantial effort that goes into making an ad copy. Companies outsource their ad
campaigns. The advertisement industry flourishes when they succeed in delivering the
advertisement just like its copy.
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.
Types of Advertising Copy
Technique or formula of presentation of an ad is the way in which a message is presented.
Various types of advertisement copies are formulated to inform, inspire, influence, affect,
engrave, and inscribe the mindset of the reader. Certain elements are significant in a copy like
the attention, conviction, sentiment, instinct, and education.
The advertisement copies can be divided into six main types:
 Human interest ad copy
 Educational ad copy
 Reason why? ad copy
 Institutional ad copy
 Suggestive ad copy
 Expository ad copy
Human Interest Copy
Human interest copy entices the emotions and senses of its prospective customers rather than the
intellect and judgment. This advertisement copy defines the product to people instead of sticking
to facts. Human Interest copy gets to selling part indirectly or reluctantly. It focuses on people’s
undying interest in themselves, their families and friends. The most important forms of Human
Interest Copy are- humorous copy, fear copy, predicament copy, and story copy.
HUMOROUS COPY
Humorous ad copy is a copy which is designed to make the reader laugh. This copy brings about
a smile on the readers face.
FEAR COPY
Fear ad copy arouses a sense of fear in the reader to save their lives or to protect themselves from
something. It creates interest among its consumers by instilling a sense of fear in them. Fear
advertisement copies must be designed carefully as it may carry an unpleasant association on the
viewer’s mind concerning the product.
STORY COPY
In a story copy, a story is narrated in a very interesting way to develop interest amongst its
prospects. Customer experiences can also be narrated in the form of a story.
PREDICAMENT COPY
In a predicament copy, the copy provides a dramatic explanation about the product. This copy
explains all the advantages and benefits of using the product. The predicament copy usually
takes over the other three forms of the advertisement copy.
Reason Why Copy
A Reason Why advertising copy offers reasons as to why the consumers are expected to buy the
product of a particular brand. The reason why copy appeals directly to the intellect or the
judgment of an individual than the emotions. It tries to explain the product qualities and benefits
by giving evidence in the forms of testimonials, guarantees, customer experiences, and so on.
The approach of this copy explains reasons to readers as to why the advertised product has to be
purchased. The format of this copy states a fact about a product or a service in the headline and
then explaining why the fact is true in its further text. This form of advertising works better in
print than on media, because broadcasting an ad has a limitation with respect to time. There are
good chances of the viewer missing the headline or the reasons why the headline claims to be the
truth.
Educational Ad Copy
An educational ad copy attempts to inform, update and prompts its clients to buy a product by
educating the prospective customers. It is designed to educate the public about the attributes of
the product. Introductory ad copies are usually created in this way. It is the responsibility of
every manufacturer to educate the prospects regarding the product and endure a warm welcome
amongst its clients. Such an ad copy signifies the benefits and special features of the product.
Institutional Ad Copy
Institutional copy doesn’t sell its goods and services. Institutional ad copy aims at promoting the
selling house. It focuses to build a strong reputation for the selling house. The main objective of
this type of ad copy is to create, maintain, and increase the goodwill through its philosophy,
objectives and policies so that the prospective customers register it in their minds. Institutional
copy invites the target customers to the selling outlet. It is also called as prestige or corporate
advertising.
Suggestive Copy
A suggestive copy suggests or attempts to convey the message to the readers directly or
indirectly and prompts them to purchase the product. Suggestive ad copy works best when the
reader is confused regarding the quality of the product and is juggling with decision making
regarding his purchase.
Expository Copy
Expository copy conflicts with the Suggestive copy. An Expository copy doesn’t conceal
anything about the product but instead exposes the facts that are clear and apt. It describes the
product features, uses, merits, operation and benefits of the products or services. Even a swift
glance registers quickly in the consumer’s mind and is quite easy to remember or pick up.
Writing an ad copy is an art of putting in the words or the elements that create a strong desire to
possess the product wherein the product features satiate the consumers desire to possess the
product. It is the ability to eliminate the surplus and substitute it with the essential elements
without jeopardising the meaning.
Action is the essential end goal of any advertisement copy, which is to receive some reaction
from the target audience for the advertisement. It could be just about visiting the page of the
brand on the net, enquiring or filling a form or the actual purchase itself.
Layout of Ad Copy (Six Layouts)
An ad copy consists of various parts, elements, or ingredients. Which parts and how many parts
should be included depend on the media through which the advertising message is to be
communicated. Layout of ad copy shows the coordination of various parts of ad copy like headlines,
slogans, test, illustrations, pictures, sponsor, and logotype.
It is a physical arrangement of presenting the message. It is like a map, design, or structure of
advertising message. It is a technical job that requires a high degree of expertise, skills, and
experience. All ingredients are presented in such a way that attracts the reader, listener, and/or viewer
to attend the advertisement. Order must be decided carefully.
Practically, an advertising copy includes one or more of the following parts:
1. Headlines:
Headlines are crucial for print advertisements. They include attractive description written in colorful
bold letters at the top or anywhere in the advertisement. Attractive fonts are used to make the
headline eye-catching. Headlines may contain slogans. For example, More Smile per Mile by TVS
Victor, Japanese quality, at Chinese price, available in India by Orpat Home Appliances, Elora Times
Ltd. Mostly, headlines are written in bold letters. Headlines suggest major benefits, offers, or time
limit. For example, special offers open only for two days.
2. Slogans:
Slogans are made of words and sentences. They are expressed in a rhythmic manner. Slogans are
used for every type of advertisement such as TV, radio, outdoor, and print media. Slogans are
presented or written at the beginning, at the middle, or at the end of advertisement.
In audio-visual media, a slogan is presented with musical effect by using persons or cartoon
characters. For example, Hero Honda, Des Ki Dhadkan; TVS Victor, More Smile Per Mile;
Raymond, The Complete Man; Sansui, Better than the best; Onida Television, Change the World;
Coca-Cola, Life Ho To Asi, and ThandaMatalab Coca-Cola; Tata Namak, DeshKaNamak, etc.,
slogans have popularized some brands and companies. Sometimes, songs are used. For example,
Nirma Chemicals, MDH masala, etc., used songs in their advertisement. Slogans are indicative of
key themes the advertiser insists to appeal the audience.
3. Text:
The text is the central part of ad copy. It contains a description. It is prepared with reference to
advertising objectives. For example, a company gives more description if company’s objective is to
provide more information. Text should neither be too lengthy nor be too short. Text includes theme
or it describes major benefits of products. The claim must suggest an absolute or a comparative
superiority of the products. Most text shows product benefits, special offers, time, availability,
quality, etc. Text is prepared differently for different media. For example, space is important for print
media; time is important for audio-visual media; size is important for outdoor media.
4. Illustration:
Illustrations are used to make the advertising claim clear and attractive. Here picture, character,
cartoons, charts, etc., are used to illustrate the use of the product. In the illustration, claims are made
through celebrities. In many cases, they are shown using the products.
TV advertisement uses film stars, artists, or cricketers to illustrate the use of the product. For
example, Film stars Sharukh Khan and Priti Zinta are shown driving Santro Car. Children are used
for illustrating different brands of toothpastes, chocolates, bicycles, and biscuits. Similarly, Coca-
Cola illustrates its product through film stars and cricketers.
5. Pictures:
Use of pictures is more or less similar to illustration. However, pictures are more relevant to print
media. Pictures include products, brands, persons, etc., presented in systematic manner. Here, also,
products and brands are associated with film stars, cricketers, and well-known cartoon characters.
6. Sponsor and logotype:
Ad copy also includes name of company, sponsor, brand or logotype to assist customers recognize
the name of producers and/or marketers. Name of producer or logotype is kept either at the beginning
or at the end of advertisement. Some advertisements include full name and address of company,
including registered office, regional offices, its website, e-mail, phone, fax, etc. Use of sponsor or
logotype popularizes name of a company along with products and brands. In audio-visual
advertisements, the name of company is shown and/or spoken appeal to the customers.

Characteristics of a good copy of advertisement.

1. Attention Value
2. Suggestive Value
3. Memorizing Value
4. Conviction Value
5. Sentimental Value
6. Educational Value
7. Instinctive Appeal Value.
1. Attention Value:
The copy of an advertisement should be so drafted as to easily draw the attention of the
prospects. This is the first requisite on which depend the effectiveness of the advertisement.
Attraction can be brought about by pictures, by the use of display types, borders, price
quotations, reply coupons etc. Which one or which of them will be most suitable depends upon
the individual condition of the product and the market.
2. Suggestive Value:
Suggestion as to the use and quality of the product makes a copy of advertisement a good one.
The repeated use of a suggestion, a command or a slogan can do the trick. Coca-Cola, Pepsi are
examples.
3. Memorizing Value:
The copy of advertisement should be so drafted as to make it suitable to stick to the memory of
the individual reader. Repetition of the advertisement is an effective way of creating memorizing
value. In any copy of advertisement of a branded product, the advertiser must stress the brand
name repeatedly. (Vim, Coca-Cola etc.).
4. Conviction Value:
Convincing arguments add value to a copy of advertisement. To create the conviction value, the
advertiser will have to avoid both extremes it should neither be a plain notice to the prospects
announcing the availability of a certain product nor should it use flowery and high-flown
language to advertise a product, without giving any tangible and appealing reasons why the
customer should prefer the product to the rival products in the market.
5. Sentimental Value:
Sentiments play a very important role in any matter. In advertising it must not be overlooked that
the sentiments of those for whom the advertisement is primarily meant is roused or at least not
injured or adversely affected.
6. Educational Value:
A copy of advertisement, though basically is of commercial nature, we must not forget that the
advertisement should contain information that has some educational value. An advertisement not
only retains an existing market but creates market for the future.
The copy of advertisement should be informative and must contain in it the ingredients that will
help people to change their habits in such as to be conducive to create additional demand.
7. Instinctive Appeal Value:
Certain instincts are ingrained in human beings. The copy of advertisement should be so drafted
as to encourage those instincts that are relevant for the product advertised. Advertising is
essentially the motivation of the potential consumer and to activate the motivation, an appeal is
of very great significance.
Generally speaking, a good of advertising should be directed to:
(a) Self-preservation instinct,
(b) Hoarding instinct,
(c) Instinct for self-display,
(d) Parental instinct and,
(e) Something for nothing instinct (vague desire’ to get something without paying for it).
On the basis of these basic instinctive appeals the following themes may be laid down for a copy
of good advertisement —pride, beauty, health, economy, comfort, fear, parental affection,
patriotism, achievement, emulation and imitation.

AIDA:
In 1898 St. Elmo Lewis presented a model which attempted to explain how personal selling
works. The model, AIDA, laid out a set of stair-step stages which described the process a
salesperson must lead a potential customer through in order to achieve a sale. The stages,
Attention, Interest, Desire, and Action, form a linear hierarchy.
Simply put, in order to be motivated to actually make a purchase, customers must 1) be aware of
a product’s existence, 2) be interested enough to pay attention to the product’s features/benefits,
3) have a desire to benefit from the product’s offerings. Lewis believed that the fourth stage,
Action, would come as a natural result of movement through the first three stages; i.e., desire
leads to action.

It is important to note that Lewis was primarily interested in creating a practical framework to be
applied within the context of personal sales. Although his ideas are fundamental to the later
emerging field of consumer behavior research, his work was, for the most part, dedicated to the
singular goal of helping salespeople understand his approach to salesmanship. Nevertheless, with
few exceptions, the AIDA model, and similar, derivative models were widely adopted by
advertising theorists for the next sixty years.
In 1913, Walter Dill Scott, a psychologist at Northwestern University who wrote widely on
advertising, developed a model that he called “attention-comprehension-understanding”, which
was based on then current theories of sensory perception and motivation. AIDA name was first
proposed by E К Strong in 1925. This model is popular because it helps marketers appeal to
consumers’ emotional and social needs. It is far from foolproof, but advertisements designed
according to its principles can be highly effective.
It is generally agreed, by marketers at least, that in order to be successful, a company must learn
to understand the wants and needs of its consumers and their motivation and decision-making
processes. Surveys and other field work can usually give a fairly clear picture of wants and needs
as static concepts. We know, for instance, probably without being told, that people want and
need cars.
The problem comes when attempting to understand how, when, where and why people choose to
buy cars, and what cars of the many on offer they choose to buy. Here, survey work is of only
limited use; what people say in answer to a questionnaire and what they actually do at a different
time and place are often quite different.
To marketers, the human brain is a black box. Until an effective technology for reading minds is
developed, they can only understand consumer motivation and decision-making in a very general
way. To do this, they use a number of models, based usually on concepts from psychology,
which purport to show how people reach decisions.
One of the most important of these is AIDA (awareness, interest, desire, action), which suggests
that when considering making purchases, human thought processes go through four stages. The
model is commonly used in designing advertising and promotions, and advertisers try to develop
material that stimulates as many stages as possible in response to a single advertisement.
The AIDA model is fairly simple, which partly explains its longevity and widespread use. It
identifies 4 objectives that an advertisement should consider in order to be effective:
i. Attract Attention
ii. Secure Interest
iii. Build Desire for the product and finally
iv. Obtain Action
Attention (A):
Consumers need to be aware that the product exists, what it is, what it does, and perhaps also
where and when it is available before they will make a purchase decision. But in reality, all the
media are full of advertisements from so many other products for which it becomes difficult for
the prospective customers to identify the product distinctly from other ones.
This phenomenon is called clutter. Now, a good advertisement should be able to break this
clutter by creating attention in various methods. The greater effectiveness in attention generation
lies in hitting the right target audience in conjunction with their predominant communication
needs.
For this, the various receiver types like credent, apathetic, critical, sophisticated, hostile etc. need
to be understood and tackled. In order to overcome receiver apathy and forgetfulness,
advertisements incorporate different techniques, which generate emotional reactions on the part
of customer thus making the advertisements register in customers’ mind.
1. Shock – startle, shake or surprise the audience.
2. Suspense – keeping them guessing
3. Humour – in language or situation to overcome apathy.
4. Novelty – something new or innovative or creative.
5. Familiarity – keeping audience interest through something known.
6. An inside story – something to do with behind the scene activities.
The layout in case of print and outdoors and storyboard in case of audio-visual advertisement is
the most important factor that directs attention to an advertisement. Typography, colours,
graphics used in the layout or the jingle, script and delivery in case of audio-visual ad can attract
a person easily. The size of the print and outdoors or duration of audio-visual advertisement also
compels to get attracted to it. The examples are:
i. Contrast by white space in print ad
ii. Usage of attractive font
iii. Wrong spelling like “muzic” instead of music
iv. Use of ‘combo’ word like “Youngistan” used in Pepsi ad
v. Physical movement of scrolling neon signage
vi. The position of the advertisement in front page either in right bottom place (called “solus”) or
at the corners of masthead (called “ear panels”)
vii. The placement of ad in between two over’s of a vital cricket match
viii. Use of celebrities in the advertisement
Interest (I):
Next, consumers need to be stimulated to take some interest in the product. The obvious
questions that a customer asks are:
i. What special features does the product have?
ii. What benefits does it offer to me?
iii. How much will it satisfy a variety of needs and wants that my family members and I might
have?
During this stage the consumer starts developing a reaction to the product, usually either
favourable or unfavorable. But advertisement being seen, heard or read does not mean that the
advertisement was comprehended in a manner as desired by the advertisers. Mostly people see or
read the illustrations, but do not observe or listen. In such case cases, the generated attention is
not effective enough for the advertisers. Hence, the advertisements must provoke further
comprehension and create an interest for the product being advertised.
Desire (D):
If the response is favourable and the advertisement is successful in awakening interest, it then
attempts to create in the consumer’s mind a desire to purchase. It does this by successfully
connecting the benefits of the product with the consumer’s needs and wants. This is often the
most difficult aspect of advertising design; it is one thing to portray a product in an attractive
manner that stimulates interest in consumers, it is quite another to persuade them that they
actually need it.
Most of us find Mercedes as interesting in that they are attractive, well-engineered cars; rather
fewer of us actively desire to own one (if only because we know we can’t afford it). So this
phase of advertising has to both show consumers that there is a product available which will
satisfy their needs and show them that they can satisfy that need by purchasing the product in
question.
Since the basic purpose of advertising is to create a desire for the product or service being
advertised, it must involve appeals required to motivate people. For this the ad makers must be
aware of buying motives, physiological as well as psychological, of the target customers. The
copy of the advertisement must kindle these motives.
The ads must also overcome certain barriers, which exist as certain reservations in the mind of
customers regarding price, quality, service etc. The ads have to convince customers by giving
evidence, testimonials, endorsements, and facts and figures so that customers’ motives get
aroused and they become prone to buy the product.
Action (A):
This leads to final stage of action where consumers actively seek the product and buy it.
1. Products are associated with company.
2. The message is repeated.
3. Certain immediate action appeals are used.
Regarding AIDA model, we must remember that it is not foolproof and the advertisements
designed in accordance with its principles are frequently unsuccessful. The most common
problem is the failure to make the transition from interest to desire. We are all aware of ads that
offer interesting and attractive products, which we do not particularly want to buy.
Numerous models were developed based on Lewis’ AIDA. A detailed chronological listing of
these models is available in Thomas Barry’s, The Development of the Hierarchy of Effects.
While there were differences of opinion as to the exact order, number, and naming of the stages
leading towards purchase, all of the models in this loosely defined period held Action (purchase)
to be the singular goal of advertising.
This similarity is a key issue in understanding the development of the Hierarchy of Effects
theory. The singular focus on sales is indicative of a general consensus about the role of
advertising within a marketing framework. Thus it is not the models themselves which define
this period in the development of the theory so much as it is the larger, underlying assumptions
about the role of advertising itself. The next major phase in the development of the theory would
introduce a shift in these underlying assumptions. Some other variants of AIDA model are
mentioned below.
i. AICA:
Here A, I and A imply the same as AIDA model, i.e. “Attention”, “Interest” and “Action”; but С
stands for “Conviction”.
ii. AIDAS:
AIDAS model takes account of the increasingly important phenomenon of post-purchase
behaviour, with the final ‘S’ meaning “Satisfaction”.
iii. AICCA:
AICCA model inserted “Confidence” and “Conviction” before “Action”.
iv. AIDCA:
The AIDCA model expects that an advertising communicator should lead its viewer through a
series of mental steps as s/he interacts with the ad. For example, in case of one print
advertisement, the “Attention” stage stops the reader from flipping the page, “Interest” stage gets
the reader to read the headline and body copy, “Desire” stage creates in the reader a desire for
your product or service, “Conviction” stage goes one step further than desire so that the reader
chooses the advertised product over others and lastly in the “Action” stage, the reader is
motivated to act according to the advertiser’s desired response.
v. A1DMA:
In the AIDMA model, the consumer first experiences “Attention” and “Interest” at the
recognition stage, then moves to “Desire” and “Memory” that belong to the emotional stage and
finally begins the “Action” that belongs to the behavioral stage.
vi. AISAS:
Due to the convergence or linkage of communications and broadcasting, AIDMA model evolves
into AISAS model, that consists of “Attention,” “Interest,” “Search,” “Action” and “Sharing” as
shown below.

Let us take the scenario anticipated from the One-Seg broadcasting (TV broadcasting for cellular
phone terminals) as an actual example. First, the information transferred by broadcasting arouses
the “Attention” and “Interest” of the consumer. Then, the primary and secondary linkage
functions induced by the data broadcasting content enable the audience to easily perform a
“Search”. Conventionally they had to manually input the URL announced in a broadcast but the
bi-directional transmission system allows them to perform a search simply by clicking on the
URL contained in the data broadcasting content.
The audience can also visit the opinion posting sites where opinions on specific products are
exchanged or a mail community for the audience to share product information or improve their
knowledge levels and finally take the Action that is the actual purchase. This behavioral series
can be regarded as the result of creating a new mode of consumer behavior based on a seamless
integration of the information transfer levels and the formation of TV communities as described
above.
This process is enabled by simple operations on the cellular phone terminal. In addition to the
case taking consumer behavior as an example, public services may also be developed by using
the same mechanism. For example, a local government can enhance its PR services by
broadcasting portal content through its public services outlets and the residents may use such
content to perform searches or share information via grapevine communications within their
communities.