Chapter :2

Advertising Part :1

Dr. Kalyani Kapate

 Learning Objectives:
 Study the concept of Advertising- History, Roles and Functions of
Advertising, Types of Advertising, Steps in Development of Advertisement.
 Study the Advertising Design: Appeals, Message Strategies & Execution
Framework: Advertising Design, Advertising Theory, Types of Advertising
Appeals, Structure of an Advertisement, Message Strategies, Cognitive
strategies, Execution Strategies, Creating an Advertising, Advertising
Effectiveness.
 Learn the concept of Copywriting - The Copywriter, Copywriting for Print,
Copywriting guidelines, Radio Copywriting, TV Copywriting, Writing for the
Web, Tips for writing good web content.

Dr. Kalyani Kapate

 Advertising:
Advertising is any form of paid non-personal
presentation of ideas, goods and/or services for the
purpose of inducing people to buy.
Definition:
According to American Marketing Association, “Any
paid form of non-personal presentation and
promotion of ideas, goods and services, by an
identified sponsor. The medium used are print
broadcast, and direct”.

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Adver-tising functions:

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 Adver-tising functions:

Adver-tising generally performs the following

functions:
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Providing supportive roles to other promotional
measures.
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 Roles of Advertising

• Marketing Role
• Communication Role
• Economic Role
• Societal Role
• Informs consumers about innovations and issues
Mirrors fashion and design trends
• Teaches consumers about new products

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 CLASSIFICATION AND TYPES OF ADVERTISING

1. Product – Related Advertising :

A. Pioneering Advertising
B. Competitive Advertising
C. Retentive Advertising
2. Public Service Advertising :
3. Functional Classification :
A. Advertising Based on Demand Influence Level. a. Primary
Demand (Stimulation) b. Selective Demand (Stimulation)
B. Institutional Advertising
C. Product Advertising : a. Informative Product Advertising
b. Persuasive Product Advertising c. Reminder-Oriented
Product Advertising

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 CLASSIFICATION AND TYPES OF ADVERTISING

A. Consumer Advertising B. Industrial Advertising

5. Trade Advertising A. Retail Advertising B. Wholesale

Advertising

6. Advertising Based on Area of operation:

A. National advertising B. Local advertising C. Regional
advertising

7. Advertising according to Medium Utilized

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Dr. Kalyani Kapate
History of Advertising and Steps in
Development of Advertisement.

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 Steps in development of Advertisement

1. • IDENTIFY AND ANALYSE TARGET AUDIENCE

2. • DEFINE ADVERTISING OBJECTIVES

3. • CREATE ADVERTISING PLATFORM

4. • DETERMINE ADVERTISING BUDGET

5. • DEVELOP MEDIA PLAN

6. • CREATE ADVERTISEMENT MESSAGE

7. • EXECUTION OF ADVERTISING CAMPAIGN

8. • EVALUATE ADVERTISEMENT EFFETIVENESS

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 1. • IDENTIFY AND ANALYSE TARGET AUDIENCE

Identifying and analyzing the Target Audience:

Target audience is the group of people at whom
advertisements are aimed.
• Geographical location,
• Demographic factors,
• Lifestyle Information,
• Consumer attitude.

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 • DEFINE ADVERTISING
2. OBJECTIVES

Defining the advertising Objectives

• What does the firm hope to accomplish
the campaign?
• Objectives should be clear, precise and
measurable,
• Increased sales (Units or dollar) or
increased product or brand awareness.

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 3. • CREATE ADVERTISING PLATFORM

Creating the advertising platform

• Basic issues or selling points to be included
in the advertising campaign.
• Issues in the selection and use of the
product that are important to consumers.

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 4. • DETERMINE ADVERTISING BUDGET

• Advertising budget for specific period.

• It includes: Geographic size of the market and distribution of the
buyers within the market are important factors in determining the
size of the budget.
• Determining the Advertising Budget:
• Budget Approach/ Method Methodology:
• Objective and Task -Determining advertising objectives and then
calculating the cost of all the task needed to attain them.
• Percent of Sales -Multiplying the firm’s past and expected sales by a
standard percentage based on what the firm has traditionally spend
on adv. and the industry average for advertising spending.
• Competition Matching -Setting the adv. Budget to match
competition spending on advertising.

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 5. • DEVELOP MEDIA PLAN

Developing the Media Plan: Specifies the media vehicles

(eg: magazine, radio, T.V and N.P) and the schedule for
running the adv.
Plan objectives: focus on achieving the reach and
frequency that the budget will allow.
Reach: The percentage of consumers in a target market
exposed to an advertisement in a specific period.
Planning an Advertising Campaign Frequency: The no. of
times targeted consumers are exposed to an adv. In a
specific period.
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 6. • CREATE ADVERTISEMENT MESSAGE

• Copy: the verbal portion of the advertisement.

• It includes headlines, sub headlines, body copy
• Copy Guidelines: Identify a specific desire or problem.
Recommended the product as the best way to satisfy the
identified desire or State product benefits.
• Substantiate the advertising claims.
• Ask the buyer to take actions.
• Artwork -advertisement illustrations and layout.
• Illustrations -Photo, drawings, graph, charts and tables used to
spark audience int. and for better understanding.
• Layout -The physical arrangement of the adv. Illustrations and
copy.
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 7. EXECUTION OF ADVERTISING CAMPAIGN

Executing the campaign:

• Planning and coordination.
• Implementation - Detailed schedule of
campaign phases.
• Evaluation and corrective actions as
necessary to make the campaign more
effective.

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 • EVALUATE ADVERTISEMENT
8. EFFETIVENESS

Evaluation Assessment :
Pretest : Evaluation of ads performed before a campaign
begins. Consumer jury A panel of a product’s actual or
potential buyers who pretest ads.
Post test : Evaluation of advertising effectiveness after the
campaign.
Recognition Test : A post test in which respondents are
shown actual ads and asked if they recognize it.

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 History of Advertising :

I. Early Advertising- Rock paintings, carved signs

II. Industrialization and civil War advertising-hanbills,
printing press
III. Advertising between Civil War and World War I, II-ad
agencies, FTC to monitor adv.
IV. Advertising Post World War II
V. Advertising in India
VI. New Age Advertising or 21st Century Advertising
https://www.youtube.com/watch?v=gZ-
dkUjh9SA

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 I. Early Advertising

Rock painting, wall painting, etc

1st written advertising in Ancient Egypt- Commercial messages printed by Romans

---------- by james Wood

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History of Advertising

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 Advertising: Part II:
Advertising Design:
Study the Advertising Design: Appeals, Message
Strategies & Execution Framework: Advertising
Design, Advertising Theory, Types of Advertising
Appeals, Structure of an Advertisement, Message
Strategies, Cognitive strategies, Execution Strategies,
Creating an Advertising, Advertising Effectiveness

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 1. • ADVERTISING DESIGN:

• Advertising design refers to the creation and

organization of visual artwork used in
advertisements(ads) for products and
services.
• Ad designs – created by graphic designers, ad
agencies or advertising department

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1. • ADVERTISING DESIGN:

Executional
Appeals Framework

Advertising Advertising
Design Strategy

Message Media
Strategy Selection

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Creation of Advertisement: Dimensions to consider

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 2. • Advertising Message Strategy:

• Advertising Message Strategy consists of a

positioning statement and support points.

• Positioning statement: addresses the key target

user problem, states the benefits of products and
services.
• Support Points: reinforce the importance ,
uniqueness, believability of positioning
statement
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 2. • Advertising Message Strategy:

• Three types of Message Strategy:

• 1. Cognitive
• 2. Affective
• 3. Conative

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 2. • Advertising Message Strategy:

1. Cognitive Message Strategy

When rational arguments or pieces
of information are presented to
consumers
Ideas require cognitive processing
Key message is about attributes &
benefits customer can obtain if use
the product
Impact consumers belief and
knowledge structure
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 2. • Advertising Message Strategy:

1. Cognitive Message Strategy :

• Cognitive message strategies would make benefits
clear to potential customers.
5 forms of Cognitive Strategies
1. Generic
2. Preemptive
3. USP
4. Hyperbole
5. Comparative ads

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 2. • Advertising Message Strategy:

1. Generic Message Strategy :

• Direct promotion of good or
service attributes or benefits
without any claim of
superiority.
• They work best for a firm that
is clearly the brand leader and
dominant in the industry
within which it operates.

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Generic Message

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 2. • Advertising Message Strategy:

2. Preemptive messages :
• Claims of superiority based on
a specific attribute or benefit
of a product.
• Once made, the claim
normally preempts the
competition from making such
a statement.

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 2. • Advertising Message Strategy:

3. Unique Selling Proposition:

• An explicit, testable claim of
uniqueness or superiority,
which can be supported or
substantiated in some manner.
• Stresses unique product
feature
• Often used in food and
cosmetics advertising

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 2. • Advertising Message Strategy:

4. Hyperbole
• An untestable claim based
upon some attribute or
benefit.
• Claims do not need to be
substantiated
• Very popular strategy

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 2. • Advertising Message Strategy:

5. Comparative Advertising
• An advertiser directly or
indirectly compares a good
or service to the
competition.
• The competitor may or may
not be mentioned by name.
• A danger is the negative
attitudes consumers may
develop toward the ad.

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 2. • Advertising Message Strategy:

2. Affective Message Strategies

• Affective message strategies are designed to
invoke feelings and emotions and match them
with the product, service, or company.
• Seek to enhance the likability of the product
• Build recall of the appeal
• Increase comprehension of the advertisement
• Elicit emotions which then in turn affect the
consumer’s reasoning process, and finally lead to
action
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 2. • Advertising Message Strategy:

2. Affective Message Strategies :

• Affective message strategies are of two types:

• 1. Resonance –connect product with consumer
experience
• 2. Emotional –elicit powerful emotions leading
to product recall and choice
• https://www.youtube.com/watch?v=ZFb01yTR9
bA

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 2. • Advertising Message Strategy:

3. Conative Message Strategies

• Designed to lead more directly
to some type of consumer
behavior. (purchase)
• Action-inducing approaches
to create situations in which
consumers buy first and
evaluate later
• A point of purchase display
(impulse buys)
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 2. • Advertising Message Strategy:

3. Conative Message Strategies :

Two types:

1. Action inducing:

1. Promotional Support

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Dr. Kalyani Kapate
Dr. Kalyani Kapate
 3. • ADVERTISING APPEALS

• Advertising Appeals:
• Refers to the approach used to attract the
attention of customers or to influence their
feelings towards a brand, product or service.
• Central idea of an advertisement- motivates
to take action
• Ad. Appeals are customized for target
audience- speak to the interests of customers

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 3. • ADVERTISING APPEALS

• Advertising appeals aim to influence the way consumers

view themselves and how buying certain products can
prove to be beneficial for them.
• The message conveyed through advertising appeals
influences the purchasing decisions of consumers.
• Advertising uses appeals as a way of persuading people to
buy certain products.
• Advertising appeals are designed in a way so as to create a
positive image of the individuals who use certain products.

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 3. • ADVERTISING APPEALS

• Types of Advertising Appeals

• 1. Emotional Appeal a) Personal Appeal b) Social
Appeal c) Fear Appeal d) Humor Appeal
• 2. Sex Appeal 3. Music Appeal 4. Scarcity Appeal
5. Rational Appeal 6. Masculine/ Feminine
Appeal 7. Brand Appeal 8. Snob Appeal 9.
Adventure Appeal 10. Less than Perfect Appeal
11. Youth Appeal 12. Endorsement 13. Play on
Words 14. Statistics 15. Plain Appeal 16.
Bandwagon Appeal 17. Sensitivity Appeal
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 2. • ADVERTISING APPEALS

• Advertising Appeals:
Fear
Humor
Music
Rationality
Emotions
Scarcity
Several Other appeals: Brand,
adventure,bandwagon, social, snob appeal.

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 3. • ADVERTISING APPEALS
1. Emotional Appeal :
Related to an individual’s psychological and social needs for
purchasing certain products and services.
https://www.youtube.com/watch?v=zC04GWZHm44
Personal Appeal :personal emotions that can drive individuals to
purchase products include safety, fear, love, humor, joy, happiness,
sentiment, stimulation, pride, etc
https://www.youtube.com/watch?v=PQxFL6Ce-XM
Social Appeal :Social factors cause people to make purchases and
include such aspects as recognition, respect, involvement,
affiliation, rejection, acceptance, status and approval.
https://www.youtube.com/watch?v=A23mCVueCzA
(https://www.youtube.com/watch?v=E3kWzRB6Yy8) 3.52
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 3. • ADVERTISING APPEALS

• Fear Appeal : Fear is also an important factor that can have

incredible influence on individuals. Fear is often used to
good effect in advertising and marketing campaigns of
beauty and health products including insurance.
• https://www.youtube.com/watch?v=7lQ4Q46Ns90
• Humor Appeal :Humor is an element that is used in around
30% of the advertisements. Humor can be an excellent tool
to catch the viewer’s attention and help in achieving instant
recall which can work well for the sale of the product.
https://youtu.be/lC5EhJl1wFE
• https://youtu.be/IzeCuYib4nY
• https://www.youtube.com/watch?v=A4WZF74dAg4
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 3. • ADVERTISING APPEALS

• Scarcity appeals: are based on limited supplies or limited time

period for purchase of products and are often used while
employing promotional tools including contests etc.

• https://www.youtube.com/watch?v=OSb5afmesJQ

• Rational Appeal : Aims to focus on the individual’s functional,

utilitarian or practical needs for particular products and
services. Emphasize the characteristics and features of the
product and the service

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 3. • ADVERTISING APPEALS

• Masculine Feminine Appeal : Used in cosmetic or beauty

products. This type of appeal aims at creating the impression of
the perfect person..

• Brand Appeal : Is directed towards people who are brand

conscious and wish to choose particular products to make a
brand statement.
• https://youtu.be/H2JwhEYwPsQ
• Snob Appeal : Appeal is directed towards creating feeling of
desire or envy for products that are termed top of the line or
that have considerable qualities of luxury, elegance associated
with them.

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 3. • ADVERTISING APPEALS

• Adventure Appeal : Is directed towards giving the impression

that purchasing a product will change the individual’s life
radically and fill it with fun, adventure and action.

• Less than Perfect Appeal : Advertisements often try to

influence people to make certain purchases by pointing out
their inadequacies or making them feel less perfect and more
dissatisfied with their present condition. These types of
advertising appeals are used in cosmetic and health industries.

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 3. • ADVERTISING APPEALS

• Sensitivity Appeal : These advertisements are used to drive at

and influence the sensitivities of consumers.

• Youth Appeal : Advertisements that reflect youth giving aspects

or ingredients of products use these types of appeals. Cosmetic
products in particular make use of these appeals.

• Endorsement: Celebrities and well known personalities often

endorse certain products and their pitching can help drive the
sales.

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 3. • ADVERTISING APPEALS

• Play on Words : Advertisements also make effective use of catch

phrases to convey the message. Such appeals help in brand
recognition and recall and can be quite popular with the youth
in particular.

• Statistics : Advertisements also use statistics and figures to

display aspects of the product and its popularity in particular.

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 3. • ADVERTISING APPEALS

• Bandwagon Appeal: This type of advertising appeal is meant to

signify that since everybody is doing something you should be a
part of the crowd as well. It appeals towards the popularity
aspect or coolness aspect of a person using a particular product
or service.
• https://www.youtube.com/watch?v=F5B0KhUwgCk
• https://www.youtube.com/watch?v=u3ybWiEUaUU
• Plain Appeal : These advertisements use every day aspects of
life and appeal to ordinary people regarding the use of a
product or service.
• https://www.youtube.com/watch?v=WVjXWynV2Gw
• https://www.youtube.com/watch?v=R0dNdlFzvvE
• https://www.youtube.com/watch?v=EpBYS2FSzuM
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 • ADVERTISING EXECUTION
4. FRAMEWORK
• Executional Frameworks :
• An executional framework is the manner in which an ad appeal is
presented.
• Executional Frameworks CONSISTS OF :
• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative
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 • ADVERTISING EXECUTION
4. FRAMEWORK

• Animation:
• Originally only used by
firms with a small
advertising budget. Use has
increased due to computer
graphics technology.
• Rotoscoping- placing hand
drawn characters digitally
into live sequences
• Clay animation.
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 • ADVERTISING EXECUTION
4. FRAMEWORK

• Slice-of-Life :
• It Generally include four components:
• Encounter , Problem, Interaction, Solution:
The product solves the problem in everyday life scene.
• Dramatization:
• It is similar to the slice -life framework
• The intensity of situation is heightened in this type.
• Make it Big.
• https://www.youtube.com/watch?v=5RNkQaDcRAc
• https://www.youtube.com/watch?v=YzAaczmX-Q0
(HP) Dr. Kalyani Kapate
Dr. Kalyani Kapate
 • ADVERTISING EXECUTION
4. FRAMEWORK

• Testimonials:
• Actual Customers vs paid actors
• Enhance credibility
• Effective method of promoting the services as positive
customer experiences are shared through this
• Informative :
• Used extensively in radio.
• Informative – simply present the information straight
forward and best for high-involvement products

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 • ADVERTISING EXECUTION
4. FRAMEWORK

• Authoritative:
• Use an expert to endorse the product
• Works well for cognitive processing
• To Convince viewers about product superiority
• Experts: dentists, physicians, engineers, etc.
• Demonstration:
• Shows how a product works
• Effective way to communicate the attributes to viewers
• Suitable in – Television advertising difficult for print
media

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 • ADVERTISING EXECUTION
4. FRAMEWORK

• Fantasy:
• Such executions are designed
to lift the audience beyond
the real world to a make-
believe experience.
• Sources and Spokespersons :
• Celebrities
• CEO’s
• Experts
• Typical Persons

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 • ADVERTISING EXECUTION
4. FRAMEWORK

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The Creative Brief:
• It’s a foundation of advertising campaign
• It is a 1st step in producing advertising messages
• Creative brief is a blue print, a guide and even a source
of inspiration.
• It details about objectives, audience, messages to be
conveyed to the target audiences
• Most creative briefs include the following:
• A short brand statement
• A brief overview of the campaign’s background and
objectives.
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• Target audience for the campaign.
• Chief competitors.
• Primary message describing the brand’s values
and market positioning.
• Communication channels on which the
campaign will run.

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 Structure of an Advertisement:

Advertising structure means a structure used

or to be used principally for the display of an
advertisement.
Elements of Ad. Structure:
• Headline
• Subhead line
• Body Copy
• Tag line
• Logo

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 Structure of an Advertisement:
1. Headlines: Headlines usually have the largest
font size. It is usually 5 to 8 words in length. Use
simple, easy to understand words.
Its performs several functions:
• Gives news
• Reinforces the brand
• Attracts attention
• Attracts target market
• Increases curiosity
• Calls to action

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 Structure of an Advertisement:

2. Subhead line:
• This optional device often occurs right
below the headline.
• The subhead line uses a few words that
clarify, reinforces or explains the headline.
• The goal is to provide a smooth transition
into the body copy.

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 Structure of an Advertisement:
3. Body Copy:
This is the text in the advertisement that provides
support and details about the product or the current
offer.
Many types of Body copy are possible:
• benefits of the product
• testimonial from customers
• expert opinion
• narrative about the product or a customer
• Examples
• statistics about the product
• positioning information
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 Structure of an Advertisement:

4. Tagline:
• Often this is the brand slogan that has been
used for years

5. Logo:
• Brand symbol and/or words

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 Structure of an Advertisement:

2. Subhead line:
• This optional device often occurs right
below the headline.
• The subhead line uses a few words that
clarify, reinforces or explains the headline.
• The goal is to provide a smooth transition
into the body copy.

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Dr. Kalyani Kapate
 Advertising: Part III:
Copywriting
Concept: Copywriting - The Copywriter, Copywriting
for Print, Copywriting guidelines, Radio Copywriting,
TV Copywriting, Writing for the Web, Tips for writing
good web content.

Dr. Kalyani Kapate

Creation of Advertisement: Dimensions to consider

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 1. • Copywriting:

• Advertising copywriting is essentially the art of creating

written content that accompanies the visual portion of
an advertising campaign. Advertising copywriting is
based on the idea of marketing a particular product to a
specific consumer audience.
• Copywriting is the act or occupation of writing text for
the purpose of advertising or other forms of marketing
that aims to increase brand awareness and ultimately
persuade a person or group to take a particular action

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 1. • Copywriting:

• Copywriting is the use of words to promote a person,

business, opinion or idea.
• Broadly the whole ad is called a copy but specifically the
matter written in words is called copy.
• The text of an ad, the Words people say in a radio or TV
commercial is called as Copy.
• The rest of the ad may have visual elements like
photographs, pictures, illustrations, logos etc.
• Those who write verbal messages are called copywriters.

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1. • Copywriting:

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1. • Copywriting:

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 • Copywriters:

• Copywriters are responsible for generating

the words, slogans and audio scripts that
accompany advertising visuals.
• They work alongside art directors to conceive
and complete effective advertisements.

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 • Copywriters:

• Copywriters write copy and the associated

headlines, slogans, base lines etc.
• They also develop copy for TV, cinema
commercial etc.
• Here copy is the audio part that is co-
ordinated with the video part.
• They prepare drafts for press releases &
promote other promotional materials like
direct mailing & catalogues.

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 • Art Directors:

• Art directors oversee the work of other

designers and artists who produce images for
television, film, live performances,
advertisements .
• For each project they articulate their vision to
artists.

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 • Creative Team:

• Creative team is concerned with design and

execution of campaigns that encourage a target
audience to buy a company’s products and
services.
• The team is also responsible for creating a
consistent brand image for the company .
• It consists of creative directors, artists, web
developers-group of people that comes up with
advertising ideas and bringing it into reality .

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 • Copywriting for Print Media:

Copywriting for print media :

• In print ads copywriters write all the words both of the headline
& the body copy.
• Copy has three major components: headlines, body copy, &
slogans.
• HEADLINES: generally it appears at the top of the copy. Set in
bolder & larger type than the rest of the copy
• BODY COPY: it forms the main body of the ad apart from visual
elements, headlines. Technical products and from visual
elements, headlines. Technical products and new products may
have a wordy copy. Narrative copy uses a story.

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• SLOGANS: it is a catchy sentence or a phrase which is easy
to remember.
• It is used by copywriters continuously .
• Why necessary: slogans are direct, easily remembered.

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Dr. Kalyani Kapate
 • Copywriting for Radio- Media:

• Art of writing for radio:

• Talk to people
• Be pleasant & conversational
• Be clear in the first time itself (listener can’t go back to Be clear
message)
• Give vivid descriptions
• To the point
• Stick to one selling point & repeat it several times a day .

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 • Copywriting for Visual (TV,
Outdoor) Media:

• Copywriting for radio, TV & outdoor :

• Broadcasting radio commercial Spots:
• Contains words, music, sound effects
• Creates mind pictures among listeners
• Influences listener’s imagination
• Context in which message will appear and audience that it will
cover should be taken special care of.

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 • Copywriting for other Media:

Copywriting for outdoor & transit commercials:

Essentials of a good poster:
• Short copy
• Human interest
• Single unique idea
• Straightforward message
• Logo & package
• Visibility

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 • Copywriting for WEB :

Copywriting for WEB:

• More attractive than any other mass media-more
like two-way communication
• The Copywriters challenge: to attract people to the
site
• The advertisers challenge: to understand the user’s
situation and design messages that fit the user’s
needs.

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 Web Ads:
• 1. Banner Ads
• 2. Other Web ad formats include games, pop-up windows,
and side frames.
• They create awareness and interest in a product and build
a brand image.
• Tips for writing web content:
• 1. Research first- determine your audience’s internet
behaviour
• 2. Tell a story- A website is often the first point of contact,
so use it to build a relationship by telling the story of who,
what, when, where and why.

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 Web Ads:
3. Keep it simple
4. Be accessible
5. Answer questions
6. Other tips:
Separate pertinent information,
use images, Cite your sources, Inform, don’t sell, Bring a
Positive Attitude, Avoid Exaggerations, use visuals, Use
short paragraphs ,Bold anything really important

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