Suresh Chandra.ch Research Scholar(K.

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Suresh Chandra.ch Research Scholar(K.U)

Preface:
Advertising Management is one of the very important specializations for the Marketing students because of the greatness it got in its name. The advertising is changing in the 21st century with the increasing creativity of the advertisers. It got several changes right from the once upon a time’s Washing Power Nirma – Nirma’s Ad to latest Vodafone’s Zoo-Zoo Ad. Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages or by written communication. The present specialization source is prepared according to the revised syllabus of Kakatiya University. I promise this source will be very useful to all the students pursuing Marketing specialization. This source is a collection from different author’s books, internet sources, journals and my own views. I heartfully accept the suggestions from you all to contribute my knowledge to the future generation.

***** With Best Wishes *****

Suresh Chandra.Ch
Ph.D Research Scholar, Kakatiya University.

E-Mail: suresh.scholar@gmail.com

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Suresh Chandra.ch Research Scholar(K.U)

SYLLABUS

UNIT -I Integrated Marketing Communications Meaning – Definition - the Promotion Mix and IMC Planning Process. Introduction to Advertising – Scope – Objectives DAGMAR5Ms of Advertising – Functions and Importance – Socio- Cultural and Ethical Dimensions of Advertising – Recent Trends in Advertising – Advertising for Social Causes. UNIT - II Advertising Copy: Meaning – Essentials of Good Advertising copy – Message Strategy – Copy Writing – Art Direction and Production – Advertising Copy for Print Media – Advertising Copy for Electronic Media – T.V., Radio, Internet – Creativity in Advertising. UNIT –III Advertising Media – Planning and Strategy – Types of Media - Electronic Media–Out Door Media – Media Scheduling Decisions – Media Mix Decisions and an overview of Media Scenario in India. UNIT -IV Advertising Budgets – Planning for Advertising Budgets – Methods of Determining Advertising Budgets – Advertising Effectiveness – Need and Problems – Tools and Techniques of Measuring Communication Effectiveness and Sales Effectiveness of advertising. UNIT -V Advertising Agency and Advertising Industry and Regulation: Structure of Indian Advertising Industry – Advertising Agencies – Media Companies and Supporting Organizations – Recent Trends in Indian Advertising – Advertising Agencies- Functions – Selecting and Compensation to Advertising Agencies – Advertising Agencies in India. Legislation affecting advertising – Self Regulating code of advertising – Regulations Governing Different types of Advertising. Advertising council of India.

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U) 4 .ch Research Scholar(K.Suresh Chandra.

publicity material. DEFINITION OF IMC Integrated marketing communication is the integration of all the promotional tools such as advertising. approaches. personal selling. Steps involved in IMC Planning Process: Step 1: Identifying the Target Audience This step involves identifying the target audience whom the marketing information or communication is to be sent. sales promotional displays or sales presentation by sales people. The media for delivering the message may be the print media like press and magazines or the electronic media like TV.Suresh Chandra. INTEGRATED MARKETING COMMUNICATION PROCESS The marketing manager or the organization is the sender of the message.U) INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Communications is a term used to describe a holistic approach to marketing. The decoding step involves the consumer’s interpretation of the message. and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. direct marketing and public relation along with other components of marketing mix to gain edge over competitor is called as Integrated marketing Communication. sales promotion.ch Research Scholar(K. The message is encoded as advertising copy. This is the primary step in the 5 . radio and films or a salesman who makes a presentation. This is often the most challenging aspect of marketing communication as consumers may not always interpret the message the way the sneder wants them to interpret. Integrated Marketing Communication is the integration of all marketing tools.

pride. joy. dress. the marketers should aware of the decisions related to what. shape. movement. Interest. color.Suresh Chandra. body language. as well as who will say it Step 2: Determining Communication While determining the communication. fear. 6 . two-sided argument Order of argument presentation Message Format: Design. sounds. etc. copy. words. when. humor. the AIDA(Attention. Desire. layout. guilt. how. shame Moral appeals Key decisions are required with respect to three message structure issues: • • • Whether or not to draw a conclusion One-sided vs. Here.ch Research Scholar(K. and where message will be said. Action) framework guides message design. Message content contains appeals or themes designed to produce desired results • • Rational appeals Emotional appeals • • Love. voice.U) communication process. the six objectives which are called as the buyer readiness stages involved in the communication process are: Buyer-Readiness Stages • • • • • • Awareness Knowledge Liking Preference Conviction Purchase Step 3: Designing a Message While preparing or designing the message to be conveyed through IMC process.

in-store displays. television. Web pages. and emails. goods. 7 . recall.U) Step 4: Choosing Media Here.Internet. billboard. magazines. posters.) Electronic media(TV. The promotion mix elements include the following: • Advertising . brochures and catalogs. the product’s information is successfully delivered to the desired people. banner ads. and behavioral measures are assessed May suggest changes in product/promotion. signs. Examples: Print ads. periodicals etc. the marketer uses the different media channels like: Print media(news papers. motion pictures. journals. Through promotion mix. or services by an identified sponsor.Suresh Chandra. Radio. Thus. radio. these are the steps involved in the Integrated Marketing Communication Process. direct mail. The promotion refers to the process of giving communication about the products or services to the target people.ch Research Scholar(K. E-scrolling boards etc.) Step 5: Selecting the Message Source In this step. PROMOTION MIX Promotion mix is one of the very important marketing mix elements. the marketers concentrates on the issues like: Highly credible sources are more persuasive A poor spokesperson can tarnish a brand Step 6: Collecting Feedback In this last step.Any paid presentation and promotion of ideas. the marketers performers the actions like: Recognition.

ch Research Scholar(K. issue advertising. sales have direct relationship with the advertising. and seminars CONCEPT OF ADVERTISING:. samples. “ Advertere” which means “to turn the attention”. product samples. service. Examples: Coupons. NEED & OBJECTIVES OF ADVERTISING: Nowadays. goods and services through an identified sponsorer”. Examples: Sales presentations. • Sales promotion . Advertising is a way of communicating information to the consumer. 1. tie-ins. TVs and radio presentations. trade-ins. trade shows.A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. and telemarketing. contests. or business unit by planting significant news about it or a favorable presentation of it in the media.Media and non-media marketing communication are employed for a pre-determined. speeches. advertising is defined as any paid form of non-person presentation and promotion of ideas. 8 .Suresh Chandra. charitable contributions. Advertising is uses as a weapon by the marketer to give communication to the consumers and customers and to influence their mind to purchase the products which were being advertised.e. and exhibitions. stimulate market demand or improve product availability.Paid intimate stimulation of supply for a product. self-liquidating premiums.Advertising is one of the very important functions in 4th P.. According to American Marketing Association “AMA”. sweepstakes. sales training and incentive programs for intermediary salespeople. sales meetings. Can be face-to-face or via telephone. Advertising is needed for achieving the following objectives. Promotion. Advertising is derived from the Latin work. rebates. Examples: Newspaper and magazine articles/reports. • Public relations . limited time to increase consumer demand. i.U) • Personal Selling .

Consumer Awareness ads. 9 . 5. Ex: Lux Soap ads. Advertising can be used to promote new product and to call attention to changes in old products. Advertising used as a tool for innovation. 4. after it’s huge success in Indian market. 3. • Advertising provides long term and indirect benefits. Advertising enables consumers to exercise the rights of choice. Coca-Cola in Monsoon. Telecommunication’s network related ads. Through advertising the manufacturer specifies the instructions. Ex: Ads of Pepsi.Advertising have many benefits: They are: • • • • Consumer gets information about products & services through advertising.U) 2. BENEFITS OF ADVERTISING:. the sales & prices of Pugs raised more than 200%. Ex: IBM ads. Fore wider distribution advertising helps the organizations. 7. Ex: Hutch company’s ad taken Pug(dog ) in the ad. Winter season. Ex: Polio ads. which includes Government services and private services. • Advertising also help for services. 6.ch Research Scholar(K. Advertising helps in building the brand image. Advertising is essential and integral to marketing system. usage of the goods & services. Advertising stimulates increases in production and consequently generates more employment.Suresh Chandra. Advertising helps in improve in the economy of developed and developing countries.

Every product. It increases and stabilizes the sales turnover. It maintains the existing market and explores the new. 3. For Middle Men(Market Intermediaries): 1.ch Research Scholar(K. These include: 1. 3. every marketing strategy is having touch competition in the present scenario. For Manufacturers: 1. 2. 10 . it acts as a sales men 3. For Sales Men: 1. It creates a colorful background. It lightens the burden of job as the advertising gives brand publicity as well as features of the brands. It guarantees sales and especially quick sales. It increases the self confidence of the salesmen. therefore it makes easy for the salesmen to introduce or demonstrate the products 3. It controls products & prices. every company. 2. Advertising contributes to the different people in organization activity for better performance.U) SCOPE OF ADVERTISING FOR DIFFERENT LEVELS :- Advertising is playing a great role in the modern competitive business world. 2. It makes possible retail price maintenance.Suresh Chandra. Therefore. and to influence the consumers to purchase the products and services. 2. the companies are spending some crores of rupess towards advertising for brand awareness.

Action) MEDIA – In media. It acts as a driven force in decision making. Specific Media vehicles. Desire. c) Competition and clutter. MESSAGE – Factors to be considered in this message are: message generation. 11 . The mission includes two main goals which include MISSION – sales goals. Advertising helps to increase mass marketing while adding the consumer to choose from amongst the variety of products offered for the selection. It ensures better qualitative products at reasonable price.ch Research Scholar(K. and the country’s economy.Advertising is a growing business in India today. It has been gaining importance in our economy.U) 4. and e) Product substitutability. (AIDA?) (Awareness. impact. NATURE OF ADVERTISING:. message evaluation and selection. d) Advertising frequency. advertising objectives MONEY – factors to consider: a) Stage of PLC. because of the late industrialization in our country. For Consumers: 1. The role which advertising plays continues to increase in significance year after year. social-responsibility. the following factors are to be considered. Advertising can be productively used for the benefit of producers. traders. Media timing. frequency. Major media types. Interest.Suresh Chandra. They are: Reach. THE 5 M’S OF ADVERTISING MISSION –Mission is said to be the long term goal for which the advertising is prepared for the products or services. message execution. b) Market share and consumer base. consumers. 2. Advertising got late entry in the India which is accepted only 25 years ago . Geographical media allocation.

and by helping to develop new market segments.ch Research Scholar(K. traditions. the value of the advertising is evaluated with 5th M. which includes knowledge. Culture includes the complex whole. customs. called as Measurement. Ex: Ads of Consumer awareness (Jago grahak jago by Doordarshan). belief. The measurement includes: communication impact and sales impact. art.Suresh Chandra. Polio ads etc. values are spread to different 12 . Advertising is also a potent vehicle for achieving acceptance of desirable land useful concepts and ideas where the profit motive is minimal or missing altogether. Social and cultural values are spread through advertising. And also. Each society have their own culture. Advertising is a used as a motivating factor for the consumers.U) MEASUREMENT – At last. customs traditions which are transmitted from one generation to next generation. Ac Company which invests in research and development in order to develop new products has to depend a great deal on advertising for establishing the market for these products. ROLE OF ADVERTISING IN THE ECONOMIC DEVELOPMENT: Advertising contributes to economic growth by helping to expand the market. SOCIAL& CULTURAL ASPECTS OF ADVERTISING:People living at once place are called as society. particularly for new products. the social and cultural generations and influences the people. The give-and –take culture (or) universal togetherness is possible through advertising. through advertising. Some important concepts which gives the social and cultural aspects of advertising are: 1. Morales. Ex: Airtel’s ad depicts the togetherness of two different country’s people with the help of two kids playing foot ball at borderline. Culture got its birth in the society. Advertising takes the issues in social and cultural values and it focus to build brand image to it’s products. religions.

iii. Culture is learned behaviour. 5. cultural feelings gets it’s true representation in advertising. it honors time-tested norms of social behaviour. i. Ads should not be indecent and obscene. As a result. Ex: Fa’s Bikni ad was not accepted in India. 13 .U) 2. pray to god gives more meaning. ETHICS IN ADVERTISING:. Do not destroy or distort competition by any means of advertising. Ex: Ad’s showing our marriage system values. v. Ads should not deceive The following ethical qualities should be or cheat customers by communicating substandard/defective products. Advertisements reflect the cultural values of ours. Advertising is a social process. ii. iv. It also succeeded to influence the people to use dhoop sticks while praying. and should not affront(disturb) our moral sense.ch Research Scholar(K.Ethics in general refers to moral values. Do not tarnish the image of competitors by unfair trade practices in advertising. Ethics is a choice between good and bad. Some important characteristics of ethics in advertising are: 1. Ex: Shingar Kumkum ad’s concept which targets on Indian women. Gambling by giving fake or too many magics (gimmics) through advertising comes under immorality.Suresh Chandra.Ex: Ambica’s ad concept which shows that through using the dhoop sticks. 4. Ex: Fa’s ads are indecent as for as Indian’s point of view is concerned. Through advertising the cultural spirits can be increased. between right and wrong. 3. Ethics are governed by a set of principles of morality at a given time and at a given place. Advertising has ethical values. maintained. they changed the ad in Indian market as it is against to the social feelings of the Indians.

contrast by white space. It ensures that advertisements are not offensive and generally accepted standards of public decency. The 14 .The ad copy must used as a tool to motivate the people to buy.This is the first and foremost step for the advertiser. 3. attention about the ads. DESIRE:. physiological and psychological feelings generate the desire to purchase the particular products. To ensure the truthfulness& honesty representation of Advertising and to safeguard against misleading advertising. the advertiser concentrates on layout and makes using of typography. U.As the most of the people likes illustrations rather than copy. It ensures that advertisements observe fairness in competition so that consumers need to be informed on choices in market place AIDA Model The Consumer action is explained in sequential stages with the help of AIDA Model.In order to follow the ethical code. ASCI(Advertising Standards council of India) was set up by 43 founder members in 1985. 2. It safeguards against indiscriminate use of advertising for promotion of products which are regarded as hazardous to society. movement and correct position of advertisements to create attention in the minds of consumers. “ASCI” proposes the similar code of “Advertising Standards Authority(ASA). In this stage.K.ch Research Scholar(K. These guidelines are: 1. AIDA stands for: AIDAAttention Interest Desire Action ATTENTION:. the ad copy may be humorous oriented or scientific oriented but these must result in creating interest to the consumers.. in this step. the advertiser concentrates on ad copy’s illustrations .U) ASSURANCE OF ETHICS IN ADVERTISING IN INDIA:. in India.Suresh Chandra. Celebrities and their dramatization makes the people to feel INTEREST:. colours.

Hence. the interest and desire stages are the affective stages which affect the attitudes and bring action. Certain immediate action appeals are used.Suresh Chandra.U) advertisers must over come the barriers like changing the behaviour of reservations in the mind of customers. The DAGMAR approach is explained with the help of 52 possible Advertising objectives. facts & figures. i. DAGMAR defines advertising goal as a specific communication task to be accomplished among a defined audience in a given time period.e. about an intention to buy. This is used in advertising planning and includes a precise method for selecting and quantifying goals and for using those goals to measure performance. these are the steps involved in AIDA model which is used to influence the consumer. The main advertising objective is to influence the ultimate behaviour of buyer. DAGMAR APPROACH: Russell H. 3. DAGMAR provides the framework for the development of operating objectives of advertising.. Colley introduced the DAGMAR Approach in the year 1961 in a book sponsored by the Association National Advertisers called Defining Advertising Goals for Measured Advertising Results. Thus. testimonials.ch Research Scholar(K. ACTION :-The advertisers presents the action by : 1. These goals include : 15 . • • • • • • The DAGMAR approach provides a specific approach to evaluate whether the advertising objectives (goals) have been achieved or not. DAGMAR approach provides refinement (improvement) & extension to these. The message is repeated. Products are associated with the company 2. They have to clarify and provide the evidence.

Contribute to increased sales. Closing and immediate sale. 5. To help the sales force and to help the trade channels (supplementary benefits).ch Research Scholar(K. 3. To inform the consumers to consummate sales and build customer satisfaction. 6.U) 1. 4. 7. The DAGMAR Process: UNAWARENESS AWARENESS COMPREHENSION & IMAGE ATTITUDE ACTION Step 1: UNAWARENESS:.When the brand is first introduced in the market. 2. To project a corporate image. The DAGMAR Approach follows the Communication process which is aimed at consumer thinking process regarding products & services. 8. generally the customers will not be having any awareness about the brands. Here the advertiser 16 . Move the prospect step-by-step closer to a sale. Aim at some specific step leading to sale. Build a brand image.Suresh Chandra.

The role of advertiser is vital to create favourable attitude to the consumers. in recent years.Practicability refers to chances & effects of implementation. The check list of DAGMAR provides the insufficient details to implement the approach. specialties.As the consumer gets the information about the brand he gets the awareness about the brands. The advertiser should clarify the every doubt that is posed by the customers. visiting a showroom.Comprehension refers to grasping or simplifying the information that was got through the advertisements about the brands. some times the customers get or develop the positive information or some times negative information. Step5: ACTION:In this step. the ads in most cases specifies the advantages. the ad awareness does not affect the sales. SALES GOAL:.ch Research Scholar(K. the advertiser’s work results in action from the consumer. 2. Here. The customers generate the image of the brand in their mind and they think more about brand and its utility & necessity. Step 4: ATTITUDE: .Some times.U) aims at crafting awareness methods by giving broad advertising through medias. CHALLENGES TO THE DAGMAR APPROACH:challenges to the DAGMAR model are: 1. Here. Step2: AWARENESS: . The six different kinds of 17 . the consumer develops the favourable or unfavourable attitude towards the products and services. or requesting information from the seller or marketer.Suresh Chandra. and compare the brand with its competitor’s brands. PRACTICABILITY:. Step 3: COMPREHENSION & IMAGE: . In this step. the customers learn something about the brand’s characteristics and appeals. So.In this step. the attitude of the consumer makes him to a conclusion towards buying. The advertisers should keep on telecast the ads frequently to ensure that the customers having awareness about their brands. Then it leads to a problem of practicability. advertising effects are measuring with short-term sales for packaged goods with great precision through controlled experiments. The action phase involves some overt(clear) move on the part of buyer. usage. such as trying a brand for the first time.

Many advertisers are having “Great creative idea” dreams. Through this ads the citizens of India are getting awareness about the consumer/customer rights while purchasing products and services. Many advertisements are impressing the citizens of India with their creativity and social cause. The DAGMAR model is a basically rational. action can precede the attitude formation and even comprehension with an impulse purchase of a low-involvement product. it also provides many benefits to the society. but also 18 . Through this ad. among other things provides guidance to creative people. At this point there is a general agreement that.Sometimes. INHIBITING THE GREAT IDEA:. NOISE IN THE SYSTEM:. planned approach that. Thus.Attitude. the appropriate model will depend upon the situation and a key problem in many contexts is in fact to determine what that model is.ch Research Scholar(K. It influences the work and efforts some times resulted into a negative feedback.HIERARCHY MODEL OF COMMUNICATION EFFECT:. Advertisements like “Jago Grahak Jago” are providing consumer awareness through the ads. 5. unplanned publicity. many other causal factors that determines the sales. MEASUREMENT PROBLEMS:. Apart from Advertising factor. These all together results in measurement problems. Many advertisements like Aitel’s ad on two boys playing Foot ball at the boarder makes the impression like the Indian are very friendly and also suggest us that there are no barriers for communication. these are the examples which provide benefits not only to the companies. brand comprehension are often difficult to measure. the Airtel got good reputation and also providing its contribution for social togetherness.Suresh Chandra. 6. ADVERTISING FOR SOCIAL CAUSES Advertising not only gives the message about products and services to the viewers and customer and consumers. 4. Ex: Awareness is often affected by the variables such as competitive promotion. The ads based on eye donation and AIDS related ads are making the citizens think wise to help others and not be in the risk of doing mistakes. awareness. indeed.U) 3.DAGMAR system is often affected by the Noise in the system.

as more seasons of pre-recorded box sets are offered for sale of television programs. the fact that these sets are sold.7% (newspapers ).1% and 9.U) provides many advantages and awareness in the minds of the viewers/prospects/consumers/customers.7% (radio). Flash.2% respectively. Mobile advertising is accepted very personally by users. the advertisements reaches at any time because mobile phone is always beside to the customers. some people may like an advertisement enough to wish to watch it later or show a friend.ch Research Scholar(K. The ability to record shows on digital video recorders allow users to record the programs for later viewing. Older media advertising saw declines: -10.1% (TV). fewer people watch the shows on TV. To counter this effect. Popup. Advertising is well noticeable because of low amount of ads. Advertising costs became very less for the advertisers because of the mobile advertising. RECENT TRENDS IN ADVERTISING Mobile advertising is considered as one of the latest trends in advertising.8% (magazines) and -18.Suresh Chandra. With the dawn of the Internet came many new advertising opportunities. advergaming. many advertisers have opted for product placement on TV shows like Survivor. Popunder. means the company will receive additional profits from the sales of these sets. and email advertisements (the last often being a form of spam) are now commonplace. However. Additionally. In mobile advertising. In the last three quarters of 2009 mobile and internet advertising grew by 18. enabling them to fast forward through commercials. 19 . -11. although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In general. banner. 14. the advertising community has not yet made this easy. Particularly since the rise of "entertaining" advertising.

provide advertisers with audiences that are smaller but much better defined. In the past. usage tracking. 20 . A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes. customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites. advertisers will have an increasing ability to reach specific audiences. such as the advance of online social networking. where advertising students create campaigns for real companies. leading to ads that are more relevant to viewers and more effective for companies' marketing products Advertising education has become widely popular with bachelor. the most efficient way to deliver a message was to blanket the largest mass market audience possible. Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns. However.ch Research Scholar(K. master and doctorate degrees becoming available in the emphasis.U) Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. A unique model for teaching advertising is the student-run advertising agency. Also brought about by the Internet and the theory of The Long Tail.Suresh Chandra.

Suresh Chandra.U) 21 .ch Research Scholar(K.

• They collect first hand information about the product. Purchase.Advertising t copy refers to written material which is to be set in type for the print media or spoken by announcers for broadcast commercials. T. It helps in making link between advertisers and their prospects. The study research reports. It is a key creative activity in advertising. Radio. • • Ad copy involves the writing skills..the six steps in creating good advertising copy are: 1. the prospects and their buying behaviour. Conviction 6. STEPS IN CREATING ADVERTISING COPY:. While preparing the ad copy the copywriters collect considerable information before they start working on a copy. The ad copy also includes trade marks. which include command over language and an intellectual and creative mentality.Suresh Chandra. The advertisers collect the sources for an advertisement copy by reading magazines. Preference 5. CHARACTERISTICS OF ADVERTISEMENT COPY:• • • • • • Advertisement copy is a specialized form of communicating ideas that are meant to serve the requirements of modern marketing. borders and other illustrations and visual symbols.U) ADVERTISING COPY:. Liking 4. the company logo and mascot.ch Research Scholar(K. 22 . awareness 2. consulting with the consumers. whether printed or broadcast. such as psychographic studies and market reports that are available from research organizations. news papers. It includes the elements of an advertising message.V. Knowledge 3. Internet commercials.

Higher the sales. ultimately results in buying the products.U) 1. which is the main concept in influencing the Indian customers & consumers. that they should be ready to prefer the particular brand which the advertiser shows. 6.Through the ad. The awareness refers to bringing change in the attitude of the consumer with advertisement & results in watching the ad. Ex: Colgate Palmolive company’s Colgate Tooth Paste concentrates on Certification got by Indian Dental Association. CONVICTION:. PURCHASE:.Conviction refers assurance or belief about the products. the copy writer should give the message. the advertiser. Most of the consumers. AWARENESS:. which increases the knowledge to the consumer over the products.Through the ad. Hence. 4. Ad’s success is measured through purchases done by the consumers over a particular period of time. LIKING:. copy writer should bring such an attitude to the consumer.ch Research Scholar(K. they get some conclusion over the products by the knowledge which they get from the ads. PREFERENCE:.Any ad is measured through the sales.Through the ads. Any ad that brings liking of the consumers results in a good success. 3. 2. to influence the people.Awareness is the first step which the copy writer to get succeed in. 5.Suresh Chandra. the advertiser should show the concept in such way that the consumer strongly trusts the particular brand. 23 . KNOWLEDGE:. more the ad is said to be achieved the success in the minds of consumers. the advertiser & the copy writer should succeed in making the consumer feel liking about the particular ad. these are the six stages which the right ad copy needs to have. Through the ad.

And it should deliver the message clear cut by not making the viewer to feel confusion. the ad concept concentrates on portraying the viewers to purchase the products.The ad copy should designed in such a way that it should effectively achieves its objectives. Aim to sell 4. That is. Create desire 8. 1.Once. Be sincere 5. 7. Be addressed according to the type of audience 6.Majority of the ads does not follow moral values. and it should not show fake details. it further reaches into desire to buy the particular brand’s product. Create desire:.ch Research Scholar(K. These include: 1. be addressed according to the type of the Audience:The ads should be addressed on specific target audience. Inspire confidence 9. Aim to Sell:.The ad as far as possible should be brief. The ads which focus on the target group on its ads definitely get success. 2. Influence the reader’s thoughts and/or action.the good ad copy satisfies the following guidelines. the ad should be sincere. As far as possible. the ad stimulates the interest. because the short duration’s ads generally viewed by the most of the consumers.The ad copy should be clear as far as possible. 4. or over impression about the products. when he successfully stimulates the viewers. 5. He gets half succeed. 6.Through the ads. Be Concise: . Most of the ads contains short duration. Be Precise:.Suresh Chandra. Be precise 2.U) ESSENTIAL OF A GOOD ADVERTISING COPY:. Stimulate interest:. Stimulate interest 7. Be Sincere:. Be concise 3. the ad manager should stimulate the interest in the minds of viewers. 24 . 3.

They are: 1. Inspire Confidence:.The most important element in the advertisement copy is the head line. that brings confidence to the viewers surely get succeed in achieving maximum sales. It should relate clearly to the intended audience. which may not be necessary for most advertisements.Suresh Chandra. the remaining parts of the ad are wasted. Slogans. when the reads the particular ad . A head line may be set in big type or small. If the headline idea fails to attract the prospect to the message and the product.Any ad. 8. The Sub Head 3. 1. There is no specified length for specifying the head line. it generates positive thought to buy the products.The ad should bring thoughts to the readers . Influence the reader’s thoughts and/or action:. The major elements in advertisement copy are the following contents. Questions. The Body Copy 4. Captions 5. that is to purchase the products.ch Research Scholar(K. 25 . news flashes. THE HEAD LINE:. Company or Brand name. Warnings and appeals can be listed as Head line. Once. and then it brings the action. Boxes & panels 7. COMPONENTS IN ADVERTISEMENT COPY FOR PRINT MEDIA :Creativity is of paramount importance in initiating the process of writing a copy. Blurbs(Balloons) 6. Headlines need not contain special messages. The Head Line 2. Statements from celebrities.U) 8.. Closing Idea. 9. Logos & Signatures.

4. 5. • These are useful for comic strips. • • • • These are the small units of type used with coupons& special offers. 3. • • • • • It stimulates the liking & preference for a product. Explains logical & product attributes. and thus become a good grabber of the prospects attention. This can be added when any important facts to be conveyed to the reader More space is needed to introduce the sub head. features &values. 2.The blurb or balloon is a display arrangement where the words appear to be coming from the mouth of one of the characters illustrated in the ad. Reference list of Customer Patronizing the product are added depending on market & Competition. THE BLURB:. guarantees.U) A dramatic or provocative picture or photograph can effectively create an emotional or tragic scene.Suresh Chandra. THE BODY COPY:. THE CAPTIONS:. Facts & figures. Rational appeal is applied for industrial goods.The body copy refers to the txt in the ad which contains details regarding the functions of the product/service and its benefits. Sometimes an ad is planned in a picture-caption style presenting he selling points by illustrating and explaining them at he same time.ch Research Scholar(K. It can be put smaller type that the headline All ads do not require sub heads. These are less important than main selling points of ad in the body copy. coupons and special offers.The captions are the small units of type used with illustrations. THE SUB HEAD:• • • • Subheads further carry the idea of theme and should help reader to have more knowledge of the product and services. test results. 26 . These are set in type sizes smaller than the text. Emotional appeals are generally used for convenience or style goods.

BOXES.ch Research Scholar(K. Durables generally goes for this. it should be closed with enough information and motivation for the buyer to act. these are the components of an advertisement copy. • • • • • • Technical specifications of a product is included. In this scientific copy. PANELS. Ex: Buy now. the strategy is to inspire confidence both among the lay people and professionals.Closing idea in ad copy is important like closing the sale in personal selling. The copy writers can use any of the ad copies. consumer contests. SLOGANS. SCIENTIFIC AD COPY:. The main ad copies are: 1. Merits are described in scientific terms. In this copy. Contact Dealer etc. Since ad is a one-way communication. Each ad copy has it’s own creativity and advantages. A box is a caption which has been lined on all sides and singled out from the rest of the copy. special offers. Thus.U) 6. TYPES OF AD COPY:- Copy writing is one major task in the creation of an advertisement. Slogans & symbols includes trade mark(TM’)s. economy and requirement. Visit today our dealer/stockist. • • • Boxes or panels placed in special display position. Ex: Saffola. signatures creates familiarity about the brand.Boxes or panels are the captions placed in special display positions so as to get greater attention. situation. 27 . DESCRIPTIVE COPY:attributes in described manner. that will be based on product or good’s character. 7. the ads are made by giving the product 2. Announcement of festival discount. The ad copies are of different types. Boxes & panels used in ads such as coupons. LOGO TYPE & SIGNATURES:. CLOSING IDEA:. Medicines in most of the times sold through a scientific copy.In this ad copy. The merits of the product are described in scientific terms. Mankind’s Accu Check machine.Suresh Chandra. the technical specification of a product are explained.

the opinion leaders are the celebrities to promote products. This can be applied considering the personality of the product. Most political events. The benefits of the product emerge from the story. 7.U) • It looks very common-place announcement There are short and Pithy sentences. Ex: Boost ad featured by Sachin Tendulkar. Ex: Superia’s ad featuring Ishanth Sharma. 6. 3.Colloquial refers to informal. • • • Product is endorsed by an opinion leader who has large following. Celebrities are the sources for this copy type. the copy is integrated to a recent happening or event.This ad copy contain narration of a fictional story. HUMOROUS COPY:. the product is endorsed(approved) by an opinion leader who has a large following. This copy concentrates on recent happening or event occurred. Many TV ads follows this type.Humour is very highly used in advertising. The colloquial copy involves informal conversational language is used to convey the message.Suresh Chandra. Almost all 80% of the ads concentrate on humour. COLLOQUIAL COPY:. Here.In this. These also include dialogues between two or more persons. national sports. TOPICAL COPY:. NARRATIVE COPY:. parliament news extended in this. 5. Effective humor makes the ad noticeable. ENDORSEMENT COPY:. Low cost and highly economical Ex: Real Estates related ads.ch Research Scholar(K. 4.In this type . Mahendra Singh Dhoni. Ex: NECC’s(National Egg Co-ordination Committee) ad. 28 . Effective humour makes the advertisement noticeable. Ex: M-Seal’s ad. Humorous is a weapon for many ads. Navrathna oil ad featured by Actor Chiranjeevi etc.

REASON WHY COPY:. 8. Compare – and – contrast ad copy Ex: Harpic ad. Rahul Dravid is the Brand Ambassador during the 2007 World Cup period. To build the image Raymond’s suitings. Signature pens. Thus. 9. These include: • To distinguish the favorable atmosphere is created for the sale of the product. Several questions are put forward to emphasize a certain attribute.U) • Celebrity up’s and downs effects the performance of the brand. These are put to emphasize the important positioning aspect of the product. hardly back ground music. QUESTIONING COPY:. Colgate Tooth Powder’s ad. India’s bad performance showed loss of captaincy for Rahul Dravid.ch Research Scholar(K. which resulted in poor sales for Sansui Brand.These ad copies concentrate on explaining the purpose of using the particular brand’s products. Bill-board projections are the examples. Parker pens are the good examples. Vimal’s suitings & shirtings. 10. PRESTIGE COPY:. 11. They target the rich class people generally. Ex: Sansui. 29 .These ad copies normally won’t contains the words.These ad copies concentrates on prestige issues. i. WORD LESS AD COPY:..e. these are the important ad copies.Questioning to seek answers is the main theme of this type of copy. or song fulfills the ad copy.Suresh Chandra. It is an explanatory copy & the reasons for purchase are explained. • • These are Pictorially oriented and non-verbal communication type.

press releases. listener or viewer to act — for example. The purpose of marketing copy. the term copywriter is generally limited to such promotional situations.Suresh Chandra. television or radio commercial scripts. television. Advertising art directors are usually employed as a team with a creative copywriter. Known as "organic" search engine optimization (SEO). Alternatively. to buy a product or subscribe to a certain viewpoint. web page content (although if the purpose is not ultimately promotional. catalogs. the work of an art director. opinion or idea. brochures. radio or other media). writing in a manner that human readers would consider normal. is generally called a reporter or writer or a copywriter. esp. The author of newspaper or magazine copy.ch Research Scholar(K. Content writing on websites is also referred to as copywriting. is to persuade the reader. The art director's key role is to come up with the visual elements of 30 . this practice involves the strategic placement and repetition of keywords and keyword phrases on web pages. e-mail and other Internet content. and other marketing communications media. postcards. advertising. jingle lyrics. or promotional text. business. for example. regardless of media (as advertisements for print. Copywriting can appear in direct mail pieces. television. sales letters. Although the word copy may be applied to any content intended for printing (as in the body of a newspaper article or book). white papers. copy might also be intended to dissuade a reader.U) COPYWRITING: Copywriting is the use of words to promote a person. online ads. ART DIRECTION Art direction is considered as the one of the very important function of advertiser. The art direction refers to the management of the artistic and design elements of a project. and may include among its objectives the achievement of higher rankings in search engines. billboards. or publishing. taglines. in film. its author might prefer to be called a content writer).

ESSENTIAL OF A GOOD POSTER:. similar to an apprenticeship.ch Research Scholar(K. especially with computers. What distinguishes "production art" from design is the lack of opportunities to utilize creativity and design training in the work involved. account managers and client work up designs and finalise copy appoint graphic designers. Although the position may be treated as low-skilled labor. before the creative team: • • • • • • • generate original ideas produce storyboards or sketches of ideas present ideas to the agency's creative director.The following the are the important essentials which are to be made for the good poster. ART DIRECTION & PRODUCTION A production artist is a technical and often considered an entry level job position in a creative profession.U) advertising campaigns. It's often assumed to be a graphic designer or art director in training position. photographers and film crew select film locations. These include: Short Copy Human Interest Single Unique Idea Avoid subtlety 31 .Suresh Chandra. the degree of technical knowledge required for some production art work may be comparable to higher skilled engineering. artists. Each project usually begins with a client briefing. managing projects and overseeing photo/film shoots Oversee the final edit of all adverts for presentation to the client. The job title originated at advertising agencies. assigning what was known as paste-up work (now prepress production) to the position. Production artists work closely with the designer and art director to execute the design.

LIC’s Logo.Too much information(subtlety) will be boring to the viewer and therefore the poster writers should be. therefore.These include: Corporate identification marks should be kept prominently on the posters. straightforward and down-tothe –earth. 3. Ex: MRF tyre’s Muscle Man. Good logo enhances the name of the company Package of the company can show prominently placed on a poster. SBI’s symbol of a key-hole encompassed in a circle. Ex: A Hot shot Camera with a pretty model immediately impresses the mind.Suresh Chandra.ch Research Scholar(K. Ex: A Hot shot Camera with a pretty model immediately impresses the mind. direct. Human interest appeal like “Better late than Never” approach is applied. 32 . It should not exceed 8-10 words. VISIBILITY: . The children form a good subject. Human interest appeal like “Better late than Never” approach is applied. HUMAN INTEREST:. 5. AVOID SUBTLETY:. The children form a good subject 4. SINGLE UNIQUE IDEA:This copy should to be read in a jiffy. Hardly 5 to 6 effective words are prepared. 2. SHORT COPY:. These include the following features: Fewer words will be displayed.Corporate identification marks should be kept prominently on the posters. Company’s name should be placed side by side the logo.The human interest appeal is to be generated.Short copy is one of the important types in good posters. LOGO AND PACKAGE: . These include the following considerations: This copy should to be read in a jiffy ( in a moment or second).U) Logo and Package Visibility 1. Company’s name should be placed side by side the logo.

ch Research Scholar(K. Advertisement on TV is a combination fo cinematography. sources are: 1. Whenever possible. which are most often created electronically. The famous electronic media ADVERTISING COPY FOR TV MEDIA:- TV is considered as the most powerful media since from last decade. majority of the ads concentrate on showing the products. music. ADVERTISING COPY FOR ELECTRONIC MEDIA Electronic media are media that use electronics or electromechanical energy for the end user (audience) to access the content. Large masses of people can see the ads through the media source. ie. TV script should stick to one selling idea. TV is considered as visual medium.TV 2. This is in contrast to static media (mainly print media). show the product in use.Radio 3. SBI’s symbol of a key-hole encompassed in a circle. TV is the target media for the many of the advertising firms.Digital media etc.Suresh Chandra. If the script contains more than one selling idea.V. 33 . story-board and idea. T. They are: Ad copy for TV also known as TV script. Advertising world is today more and more dominated by commercials in TV. automatically it gives confusion to the viewers.Internet 4.U) Good logo enhances the name of the company Package of the company can show prominently placed on a poster. The following considerations should be done while making ad copy for TV media. LIC’s Logo.. Ex: MRF tyre’s Muscle Man.

they are compared with some of the powerful animals.automatically impresses their fans as well as creates trust for the products. these can mimic an action-movie or a spy-thriller or a bank – robbery or song and dance sequence Animals : To show the product’s energy or power .U) Use more visuals and fewer words. Ex: Chawana Prash ad performed by Amitab Bachhan. Lux is the only brand that changed it’s brand ambassadors more than any other brand. Use Metaphors(images). Repeat the idea.Suresh Chandra.ch Research Scholar(K.Ex: Khajana Jewelleries ad got good success through good lyrics and melody. this is the traditional idea to impress the viewers and convert the prospects to customers and consumers. by making them to talk. Make actors talk. Show the package. Ex: Lux is a beauty soap endorsed by different stars. to attract more customers for the ad. Close – ups should be made while shooting for sensory stimulation. it creates the disturbance to the viewers. Ex: Amul Girl in butter ads. it one of the success formula for the most of the TV ads. Avoid visual clichés. FORMS OF TV COMMERCIALS:Use a Film genre . ads having good opening makes the viewers to be in attention for the ads. having good images makes the brand more popular for the consumers. 34 . Opening with a surprise. since from years. Jingles(which contains lyrics and melody). Supers (Brand name/Product benefit must be super imposed) Use Emotional Approach.

when the father is in a life & death situation. HUMOUR IN ADVERTISING: Humour is directed to regional and linguistic peculiarities.U) Ex: Hero Honda’s Hunk ad is featured by Forest Buffalo. Conversation between two more persons is involved in colloquial copy concept.ch Research Scholar(K. Rapid fire succession. Video fast and loose cutting. SLICE OF LIFE: A short play-like situation. Luminous Batter invertors is featured by Leopard etc. Indian ads are good at showing humor in ads. Demonstration: Demonstration by the model or brand ambassador is involved in it.Suresh Chandra. Use Anachronism: A humorous situation from historical or fictional figures delivers the effect of endorsement without paying to a live figure. Ex: Jago Grahak Jago (Gold quality related ad) COLLOQUIAL COPY: Informal conversation is used to convey the message. effects which depicts humorous makes the viewers to feel pleasure. Ex: M-Seal ad. 35 . special effects. Ex: Sachin’s Boost. NECC’s ad etc. Music over rides the visuals. unfortunately. Music and Song: These are used for personal care products. in that particular ad. Ex: Vanish ad. Background music creates more attention to the viewers. Commercial’s music itself may become hit with the masses. Vignettes: Vignette represents short description. graphics make music and song commercial memorable. his son forces to make more zeros to make big share. random colours. a water drop from sealing erases the entire value of the share which his son gets. the model gives the demonstration about the product. Ex: Godavari Fertilizers ad. Lux ads. Endorsement/Testimonials: A celebrity or an actual user endorses a product. and less usage of visuals is made. stock footage. Many jewellery and fancy items are featured with good music and song. in that particular ad. animation.

These include the following considerations to be taken while preparing the ad copy for out door. Advertiser should follow any of these types.These are mainly aimed to child related products. Hence. 36 . and the solution offered by the product.Suresh Chandra. & finally solving with the help of the product that is advertised. Ex: Vicks Real life situation in slice of Life Scenes.ch Research Scholar(K. ANIMATION: . these are the important forms in TV Commercials. painted bulletins or displays (such as those appearing on walls of buildings). People glance at the posters and bill boards No one stops to read them carefully The copy must be simple. Super man. Ex: Cadbury invited viewers to send in real moments of their lives. Vicks-Action 500 ad. Shakthi man’s Parle-G.U) The dialogue poses a consumer problem. but it depends on product and budget. direct and compact. Includes billboards. Out door ads generally use symbols which are easily recognised even from a good distance. and electric spectaculars The oldest and simplest media business Is particularly effective along metropolitan streets and other high-traffic areas Faces public concern over aesthetics Out door & transit advertising is primarily the graphic artist’s medium. Big Babool etc. DRAMATIZATION: By putting the ad dramatically top the audience. OUT DOOR ADVERTISING COPY:- Outdoor copy is one the important types in advertising copy. Mogli. Boomer.

Suresh Chandra.ch Research Scholar(K.U) AD COPY FOR RADIO: Radio is an electronic media. Creating an Ad copy for Radio is harder as it cannot use the crutches of a visual. Radio ads have to be extra creative since they use only the sound to deliver a message. Radio’s total dependence on audio is a limitation, but at the same time, it is a strength too. The following are the essentials in creation of good radio ad copy. 1. Simplicity: Ad copy for radio should be simple and should give the clear meaning and straight-away to the point. 2. Personal: Radio copy should be so written as if it is addressed on one person at a time. The radio copy must develop a personal relationship. 3. Music: Radio uses catchy jingles. It provides brand identity. 4. Sound effects: Back ground sound helps the radio copy. The sound of picking the phone or softrdrink bottoles of being opened up makes the audience feel the situation. 5. Humour: Humour can be used judiciously to attract the listeners. 6. Repetition: Repetition always encourages the listeners as they feel to recall the brand in their imagination. AD COPY FOR INTERNET Internet is considered as the powerful media in the recent past. Many developed countries, the internet is the main source in the electronic media. The no. of views watching or using the internet is increasing tremendously comparing to any other media. For advertisers, the internet provides valuable source for advertising. The following are the essentials in preparing of adcopy for internet. 1. Get attention - a good headline or Ask a provocative question or announce news about the company or product. 2. Set yourself apart from the competition 3. Talk to your customer

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Suresh Chandra.ch Research Scholar(K.U) 4. Prove it! - If space permits, add testimonials, sales statistics and anything else that proves your claims. 5. Create a sense of urgency - If people don't sense urgency, they aren't likely to click on the link. Limited time offers are perfect. Ads focusing on holidays work well. potential customers feel the need to click on the link now. 6. Reach your target audience - If the product is for a certain group of people, target your ad specifically to that group. don't have to appeal to everyone if they aren't going to be interested in making a purchase. So, a headline that communicates the presence of such a gap -- or one that widens it (which can also be accomplished through other components, such as a surheadline, subheadline, "lift" copy, sidenotes or opening statements) -- will likely appeal to those who can immediately relate to it (i.e., people within that specific site's target market). Important tips in internet ad copy are: 1. Offer something free: People don't usually surf the Internet ready to buy. Lure them to your site with something free when possible. 2, FREE is a very powerful word. Other powerful words include: Sale, Quick, Easy, Last Chance, Guarantee, Results, Proven, Bargain, Today, Secret 3. Branding - use your brand name to create familiarity with your product.

Tips for banner ads:

1. Keep it simple and keep the loading time down. Avoid too many colors and frames They can be hard on the eyes and make your image more slow loading. An ideal size is under 20K.

2. Use the words "Click Here" - It seems simple and maybe silly, but people need to know what to do with the information you presented.

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Suresh Chandra.ch Research Scholar(K.U)

4. Use different banners - Some studies show the longer a banner is shown, the less effective it becomes.

CREATIVITY IN ADVERTISING:Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible.

A great example of affective advertising is found in the “Geico” commercials. By creating a friendly, honest, funny gecko as a spokesperson, consumers tend to trust what the gecko is saying and find humor in his actions. This creates a good feeling about the actual service “Geico” offers.

Lastly, resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved.

An example of resonance advertising is in “Tide” detergent ads. Many times mothers are busy doing laundry in between sports practices and driving their children around in mini vans. There recognition with soccer moms makes “Tide” a favorite pick among women with children who are very involved in activities.

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U) 40 .Suresh Chandra.ch Research Scholar(K.

2. Business Publications. Radio 2. 2. 4. 41 . Television 3. such as news papers. Internet 3. Daily b. Direct advertising : Direct mail. Magazines: a. The media are classified into two broad categories. News Papers: a. PRINT MEDIA: these include: 1. Weekend supplement. Weekly c. Transit Advertising Media.Suresh Chandra. magazines. Print media 2. Sunday d. Narrow-cast media. Consumer Magazines b.U) ADVERTISING MEDIA Medium or media is a channel of communication. They are: 1. Electronic media 1. Outdoor media 4. BROADCAST MEDIA: 1.ch Research Scholar(K. radio and television. 3.

with the objective of finding opportunity areas to exploit or problem areas to correct. Ultimately. but the best way is by analyzing the situation of a brand in the market place. How many times a month should prospects see each ad? 4. which in turn lead to the establishment of media objectives and strategies. The reason for making such analysis is to learn how successful a brand has been against its competition. ADVERTISING MEDIA STRATEGY: There are many ways to start the media planning process. The media planner attempts to answer specific questions like: 1. becomes a blueprint for the selection and use of media.U) ADVERTISING MEDIA PLANNING AND STRATEGY The advertising media planning consists of the series of decisions made to answer the question s on “what are the best means of delivering advertisements to prospective purchasers of the brand or service. it also serves as a guide for actually purchasing the media. particularly an examination for the consumer. the advertiser. While preparing the media planning strategy. How many prospects(for purchasing a given brand of product) do I need to reach? 2. In which medium(or media) should I place ads? 3. In which months should ads appear? 5. Once the advertiser has approved the plan. Where should the ads appear? In which markets and regions? 6. How much money should be spent in each medium? Th decisions and recommendations and rationales of the questions are organized in to a written document called an advertising media plan. the competitive weight. and geographic and seasonal sales.Suresh Chandra. The plan when approved by the advertiser.ch Research Scholar(K. when ( the timing of the release) 42 . must answer the questions like: 1. Media planners often are involved in the marketing situations analysis. the findings of a situation analysis should lead to the establishment of marketing objectives and strategies.

U) 2. friendly voices Retailers also watch TV It is a comprehensive technique Evocation of experience 43 . Electronic media are media that use electronics or electromechanical energy for the end user (audience) to access the content. the firm’s marketing strategy and its creative strategy. It attracts attention immediately. ELECTRONIC MEDIA In the last century. TV: Television is considered as the most powerful electronic media in india. TV commercials and sponsored programmes are impactive. How ( the media selection) 4. It arouses interest in the producat. even when the viewer is temporarily not before the set. The best alternatives are selected. Media objectives thus contribute to the overall attainment of marketing objectives. Which ( the timing of the release) 3. In print ads. Media objectives lead to a definite media strategy to translate media goals into general guidelines involving planner’s selection and use of media. How ( the coordination in media planning) The media objectives are set keeping in mind the background of the market. which are most often created electronically. They are: • • • • • Excellent quality of production Familiar. Computer graphics has made it still more effective. these two steps require deliberation. This is in contrast to static media (mainly print media). TV has the following advantages.ch Research Scholar(K. a revolution in telecommunications has greatly altered communication by providing new media for long distance communication. No other medium can ever compete TV as far as effective presentation is considered. Television has immense impact.Suresh Chandra.

it is a transient medium 3. Radio is the most widely used medium all over the world. Time gap to purchasing 4. An immobile medium 5. time constraint 7. We can do many other things while listening to the radio. Effect of clutter RADIO : Although. its daily frequency. difficult to gain enquiries. Production costs 8. the radio has the advantage of mobile. Radio is the most interactive medium available Radios strength is its immense flexibility.ch Research Scholar(K. Emotional content is always a great strength of TV.U) • • • • • Demonstration . In a large country like India. It has the following advantages: 1. It has great impact in terms of ad recall. It is the best companion. TV is considered as the powerful media in electronic media. product benefits can be shown most effectively on TVs. 3. Hardware capability 9. Fragmentation of audiences 11.Suresh Chandra. 44 . 2. Creative use of environment and mental make up of viewers Animation Image building. 6. Commercial radio has the strength to offer local coverage on its medium wave channels. Statutory controls 10. the local radio operates like an evening news paper. They are: 1. the TV is restricted to the following demerits. 2. It takes time to produce commercials and sponsored programmes. And. TV can be the source to create image building of the products. adaptability ad suitability for a modern and active life. offering scope for continue messages. that is it is easily carried away to different places.

4. where the ads got success in TVs. OUTDOOR MEDIA Outdoor advertising is the oldest form of advertising.ch Research Scholar(K. And it is relatively closer to the point of purchase. The outdoor offers long life. It is a virtual network. trademark and slogan. it does not exist in physical form. It improves campaign efficiency as a multiplier medium. 5. The advertiser can incorporate the names and addresses of his local dealers or agents at the bottom of the poster.Suresh Chandra.2 million computers in over 150 countries. Shoppers are exposed to last minute reminders by outdoor advertising when they are driving down to the stores or a shopping centre. and have a provocative message all of which make a good impact on prospective customers. by region. They are considered as electronic newspapers or magazines. Radio is also a transient medium with no durability of message. Word pictures are necessary on radio. Precision of scriptwriting is a very challenging task. Limitations: There are possibilities of distortion in communication. globally. 45 . In TV. 3. vision accompanies the words and so there is no misunderstanding. Websites represent bookshelves of the electronic type. by markets and even by specific locations within those markets. It offers geographic selectivity. INTERNET: Internet links 3. Outdoor media has the following advantages. Billboards give us the flexibility to ovary the ad message to suit a particular segment of the market. Some commercials transmitted poorly on radio .U) 4. 1. . 2. The outdoor offers impact. compared o other conventional media. Repetitions are monotonous. Outdoor displays are in large size and in bright colour. The dealer imprint strips are calls snipes. An advertiser can use this medium nationally. Outdoor advertising allows for a psychedelic display of the product. The use of sign s in advertising dates to the days of ancient Rome and Greece.

Outdoor advertising when employed on a national basis. continuously or periodically rotating among a set of advertisements. or they can be specially-equipped cargo trucks. and in stadiums. 3. such as on mass transit vehicles and in stations. The print or broadcasting media are mainly relied upon to deliver longer messages. for example. however. while others change. they are located on main roads with a large amount of passing motor and pedestrian traffic.U) LIMITATIONS: 1. There is no selectivity of a particular type of audience. Mobile displays are used for various situations in metropolitan areas throughout the world. 2. This brevity has made outdoor advertising merely supplementary advertising. in shopping malls or office buildings. including: • • • Target advertising One-day. Most often. and others employing spotlights. sexes. some being backlit.or blimp-mounted billboards or digital screens. and long-term campaigns Conventions 46 .ch Research Scholar(K. Since. they can be placed in any location with large amounts of viewers. the copy of billboard ads must be brief. educational and socio-economic levels. These can be dedicated vehicles built solely for carrying advertisements along routes pre selected by clients.Suresh Chandra. it places a limitation on getting the message across to the prospect in enough words. Mobile billboards are truck. Bill boards and mobile advertising are the sources of outdoor advertising Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Outdoor advertising is non selective in the sense that the audience who get the exposure are people of all ages. is relatively expensive. The billboards are often lighted. Some billboard displays are static.

we want to change the typical purchase cycles. Glycodin syrup. Erratic pulse: the ads are spaced irregularly.g. Start-up pulse: it is concentrated media scheduling. There are many ways of scheduling any advertising programme. Normally. Perhaps. Each advertiser must prepare a specific schedule most suitable for its market and its advertising objectives. For instance. the media scheduling is done for a 4-week period.ch Research Scholar(K. 47 .U) • • • • Sporting events Store openings and similar promotional events Big advertisements from smaller companies Others MEDIA SCHEDULING: Media scheduling refers to the scheduling and timing of advertisement. non durables etc. Promotional pulse: A one shot affair it suits only a particular promotional theme.. 3. ex: one ad/week for 52 weeks or one ad/month for 12 months. It launches a new product or a new campaign. Pond’s cold cream follow this approach. . Period pulse: Scheduling follows a regular pattern. media scheduling of consumer durables. and the date on which they are so appear. Media Mix Definition Combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign. No single way can be said to be best for all advertisers. The six types of schedules available are: 1. e. financial advertising of company’s issue. The schedule shows the number of advertisements that are to appear in each medium. Seasonal pulse: products like Vicks balm.Suresh Chandra. Heavy concentration during a period is the characteristic of this scheduling. 2. 6. 5. Steady pulse: it is the easiest. the size of the advertisements. 4.

ch Research Scholar(K. India is witnessing a revolution in this sector with the emergence of new technologies. Lack of quality content has also become a major area of concern for the Media And Entertainment companies in India. • The Indian Media And Entertainment industry is also making its presence felt in the global market with its movies and music. multi-plexes etc. Given the high rate of economic growth and technological developments.U) OVERVIEW OF MEDIA SCENARIO IN INDIA: Media And Entertainment industry is one of the most flourishing sectors in India. The concept of crossover movies and crossover audience is also gaining momentum.700 crores during the year 2005-06.Suresh Chandra. India is emerging as one of the world's largest markets for digital and mobile music. The Indian Media And Entertainment industry grew from Rs 35. Piracy and violation of intellectual property rights have posed a major threat to the Media And Entertainment companies worldwide. • • Entry of private sector companies and increasing FDI and FII. Many companies are taking initiatives to set up digital theatres.300 crores to Rs 43. • India's large pool of creative skills and growing domestic market for animation and special effects industry. 48 . The liberalization of the media sector has opened up the gates of opportunities and growth. India is emerging as a global destination for the Media And Entertainment players because of the following reasons: • • The number of channels is increasing each day. Indian Media And Entertainment industry is poised to register a tremendous growth in the coming years.

ch Research Scholar(K.Suresh Chandra.U) 49 .

the fund allocation is to be considered. comprising of the representatives of the financial and other functional areas. there is abudget committee. the advertising budget preparation cannot give the best results. Next. Planning for Advertising Budgets The advertising budget is prepared by the advertising manager of the company. The following are the five factors that are considered while setting the advertising budget: 50 . the budget spent on advertising gives the fruitful results for the advertisers and the companies. While preparing or planning the advertising budgets several factors are to be considered. At first. Because. it can make a useful contribution to a profitable operation. It provides a programme of the best assortment of tpes of advertising to be undertaken along with its time table and frequency. Because. The prepared budget is submitted to the top management through the chief of the marketing division for approval. with out considering these factors.U) ADVERTISING BUDGET Advertising Budget refers to the careful determination and allocation of amount or money set aside by the advertiser to pay for advertising. Advertising budget is a plan for the company’s future advertising. While preparing the advertising budget. market share and stage in the product life cycle etc. several factors are to be considered like the target customers. for that matter. Advertising budget is a conscious determination of future course of action. evaluates such proposed expenditure to achieve the targeted sales in a given budgeted period. Ad agencies do help him in this planning work. the higher management which finally approves the budgeted expenditure.ch Research Scholar(K. The budget committee. In some other organizations. the advertising manager determines the size of advertising appropriation.Suresh Chandra. or.

Suresh Chandra. and what are the specific demographics of this consumer (age. attitudes. a brand must advertise heavily to be heard. etc. • Advertising frequency: the number of repetitions that need to be made to put across the brand message to consumers has an important impact on the advertising budget. beer. • Product substitutability: brands in the commodity class require heavy advertising to establish a different image. Who is the target consumer? Who is interested in purchasing the advertiser's product or service. soft drinks. sex.)? Often it is useful to compose a consumer profile to give the abstract idea of a "target consumer" a face and a personality that can then be used to shape the advertising message. They are: 1.U) • Stage in the product life cycle: new products typically receive large advertising budgets to build awareness and to gain consumers trial. Is the media the advertiser is considering able to reach the target consumer? 3. 2. employment. The following questions are also to be satisfied while preparing the advertising budget. For example.ch Research Scholar(K. What is required to get the target consumer to purchase the product? Does the product lend itself to rational or emotional appeals? Which appeals are most likely to persuade the target consumer? 51 . • Competition and clutter: In today’s competitive market. • Market share and consumer base: the brands having a high market share usually require less advertising expenditure whereas for products whose brand needs to be built. cigarettes. Also advertising is important when the brand can offer unique physical benefits or features. where there are a large number of competitors. requires larger advertising expenditure.

with well-established profit trends. When using this method an advertiser takes a percentage of either past or anticipated sales and allocates that percentage of the overall budget to advertising. an established business. and philosophy when the market and the consumer demand such a change. What is the relationship between advertising expenditures and the impact of advertising campaigns on product or service purchases? In other words. charge that using past sales for figuring the advertising budget is too conservative and that it can stunt growth. Because of this. how much profit is earned for each dollar spent on advertising? ADVERTISING BUDETING METHODS: • • • • • • • Percentage of Sales method Objective and Task method Competitive Parity method Market Share method Unit Sales method All Available Funds method Affordable method It is important to notice that most of these methods are often combined in any number of ways. or discarded as necessary. though.ch Research Scholar(K. 52 . depending on the situation. Critics of this method. Remember. a business must be flexible—ready to change course. will tend to use anticipated sales when figuring advertising expenditures. This method can be especially effective if the business compares its sales with those of the competition (if available) when figuring its budget. PERCENTAGE OF SALES METHOD: Due to its simplicity. these methods should not be seen as rigid.Suresh Chandra.U) 4. goals. it might be safer for a small business to use this method if the ownership feels that future returns cannot be safely anticipated. On the other hand. However. modified. the percentage of sales method is the most commonly used by small businesses. but rather as building blocks that can be combined.

fiscal realities need to be figured into this methodology as well. a business should not assume that its competitors have similar or even comparable objectives. the advertiser determines how much it will cost to meet them. as Alexander Hiam and Charles D. Schewe suggested in The Portable MBA in Marketing. and remind (the three general aims of advertising) the consumer of their products and services. it is not always advisable to follow a competitor's course. a business needs to first establish concrete marketing objectives. Of course." and then develop complimentary advertising objectives.Suresh Chandra. MARKET SHARE METHOD: Similar to competitive parity. With this method. it is often useful for a business to compare its advertising spending with that of its competitors. then that business can. and is therefore used by most large businesses. which are often articulated in the "selling proposal. With this method a business equates its market share with its advertising expenditures. The benefit of this method is that it allows the advertiser to correlate advertising expenditures to overall marketing objectives. COMPETITIVE PARITY METHOD: While keeping one's own objectives in mind. the task and objective method is considered by many to make the most sense. persuade.ch Research Scholar(K. small business owners must scale down their objectives so that they reflect the financial situation under which they are operating. While it is important for small businesses to maintain an awareness of the competition's health and guiding philosophies. the same. The theory here is that if a business is aware of how much its competitors are spending to inform." After these objectives have been established. This correlation is important because it keeps spending focused on primary business goals. Critics of this method contend that companies that use market share numbers to arrive at an advertising budget are 53 .U) OBJECTIVE AND TASK METHOD: Because of the importance of objectives in business. or less on its own advertising. in order to remain competitive. for instance) may only be reachable through advertising expenditures that are beyond the capacity of a small business. the market share method bases its budgeting strategy on external market trends. which are articulated in the "positioning statement. either spend more. Some objectives (expansion of area market share by 15 percent within a year. In such cases. However.

ch Research Scholar(K. advertisers base their budgets on what they can afford. Demonstrates reliability and validity empirically. sales trends. AFFORDABLE METHOD: With this method.). 3. 1. expanding the work force. for it means that no money is being used to help the business grow in other ways (purchasing new technologies.U) ultimately predicating their advertising on an arbitrary guideline that does not adequately reflect future goals. 54 . a business using this approach needs to make sure that its advertising strategy is an effective one. etc. and other factors. competition. This can be risky for a business of any size. Of course. one that needs to incorporate overall objectives and goals. However. ADVERTISING EFFECTIVENESS Advertising effectiveness is a process of determining or evaluating the performance of the existing ad in the market. UNIT SALES METHOD: This method takes the cost of advertising an individual item and multiplies it by the number of units the advertiser wishes to sell. 2. presence in the market. It is based on human responses to stimuli. unit sales. The advertising effectiveness is based on the following . and that funds which could help the business expand are not being wasted. The advertising effectiveness or advertisng evaluation is very important for the company to determine the success or failure of a particular ad in the market. 4. arriving at a conclusion about what a small business can afford in the realm of advertising is often a difficult task. It consists of several measures ot ensure perofmrance of ad. operating costs.Suresh Chandra. ALL AVAILABLE FUNDS METHOD: This aggressive method involves the allocation of all available profits to advertising purposes. Provides controls to filter the biased effects. Yet this aggressive approach is sometimes useful when a start-up business is trying to increase consumer awareness of its products or services.

They are: 55 . Action. Ad effectiveness is classified into the following types. c. POST TESTING OF MEDIA: Post testing refers to after telecast of the ad. Image and e. In case of the print media. Post testing of media. Pre testing of media 2. Mock magazine tests 5. Live Telecast ads. Physiological testing are also applied in order to determine the effectiveness of ad.Colley in a famous research paper. Awareness b. Focus group. Paired comparison 3. the testing process is applied. They are: 1. Order of merit test 2. Later performance on these counts and projected goals is compared.Suresh Chandra. Trailer tests 2. Theatre tests 3. Apart from these methods. Advertising goals should be consistent with these communication tasks. the pre testing of ads are done with the following techniques. 2. Conviction d. the communication task of the brand is to gain a. In case of Broadcast media or electronic media. some of the other methods like Sales Experiment. Comprehension. the following techniques are applied: They are: 1. 1. They are: 1. According to DAGMAR approach.U) One of the famous method of ad effectiveness was proposed by Russel H. PRE TESTING OF MEDIA: Pre testing refers to before introducing to the media. the evaluation process is applied to test the effectiveness of the ad. These include the following methods. Portfolio test 4. direct Mail Tests. Perceptual Meaning Studies 6.ch Research Scholar(K. This method is also called as DAGMAR approach or Designing Advertising Goals for Measured Advertising Results approach.

the respondents are shown the issues of magazine they claim to have read or ad saw in TVs. Error –in – Recognition Measurement: These methods recognizes the errors by the respondent. When it comes to electronic media. In this. any famous or popular channel makes the ad to reach for more people. 2. words and/or pictures are the source of the message. In advertising. When it comes to print media a good magazine or popular news paper effectively communicates the ad theme and usage of product. Finally. At the first stage. Penetration Tests: These tests are also called as Readership/Viewership tests. the ad should as far as possible should be with easy words or daily usable words. The motions or pictures represented in the ad should be as far as possible should highlight the product’s image. when the product’s ad is telecasted. the communication effectiveness of ad is understood based on the type of media selected. television.ch Research Scholar(K. but also comprehends it and responds to it.U) 1. it should be concluded the theme of ad. the research is made on how well the advertiser is able to communicate about the product information. Communication effectiveness research is designed to measure the influence of advertising upon the target audience. And the testing process is continued in the penetration tests. MEASURING COMMUNICATION EFFECTIVENESS A successful communication requires that a message from a source be communicated through a channel to a receiver who not only receives the message. By observing the ad. and the receiver is the consumer. magazines or other media are the communication channels. 56 . the communication model can be interpreted as follows: the message is product image and information.Suresh Chandra.

where the sales increases with the increase in the advertising frequency. The advertising value and the sales are subject to change based on the product life cycle. this can be achieved in the long run.U) SALES EFFECTIVENESS OF ADVERTISING The advertising is directly proportion to the sales.Suresh Chandra. As the advertising of a particular product increases in different media. 57 . some times the advertising may not give the best results in terms of sales.ch Research Scholar(K. In general. The best tool for measuring the advertising effectiveness of sales is applying a business forecasting technique that is Regression equations to determine the sales value exactly for a particular advertising value for a period of 5 or more years. the sales value can be exactly estimated for the given advertising and sales for the past years. the advertising campaign increases the sales in short or long periods. the result will be increase in the sales of the product. In short term. Through the regression equations. But.

U) 58 .ch Research Scholar(K.Suresh Chandra.

With the market gaining grounds Indian advertising has every reason to celebrate. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect. If the experts are to be believed then the industry in the coming times will form a major contribution to the GDP 59 . Ogilvy and Mathew (O&M). The Indian advertising today handles both national and international projects. marketing. media buying. Leo Burnett are some of the top agencies of the country. Advertising agencies in the country too have taken a leap. creative conceptualization. Rediffussion.U) INDIAN ADVERTISING INDUSTRY AND STRUCTURE The Indian advertising industry is talking business today. Mudra. It has evolved from being a small-scale business to a full-fledged industry. Growth in business has lead to a consecutive boom in the advertising industry as well. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. and public relation services. Indian economy is on a boom and the market is on a continuous trail of expansion. market research.ch Research Scholar(K. Mccann Ericsonn.Suresh Chandra. pre and post campaign analysis. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. the capital employed or the number of personnel involved. Keeping in mind the current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. They have come a long way from being small and medium sized industries to becoming well known brands in the business. branding. 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given masterpieces in the field of advertising in the recent past. media planning. Indian advertising industry with an estimated value of es13. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing.

Suresh Chandra. Yahoo India . Almost 70-80% of online advertising is happening on a handful of large sites like Indiatimes.U) RECENT TRENDS IN INDIAN ADVERTISING 1. the mobile advertising became one of the booming trends in Indian advertising. With latest success in Zoo-Zoo ads of Vodafone. (abbreviated to 'ad agency.000 people. Advertising Agencies account for billings of Rs. Increase mobile users in India gave the opportunity to the advertisers to use mobile device as a source to target the customers. 3. The Indian online advertising market size is estimated between 150-175 crores and is growing at more than 50% year-on-year. It employs today 10. An advertising agency. 2000. Google India. ADVERTISING AGENCIES (1).') is a team of experts appointed by a client to plan. 2. It will need twice this number. Rediff. Increasing creating ad agencies and advertisers and ad script writers in India making the Indian ads to be in top of the world rating in coming years. The second revolution in Indian advertising is the mobile advertising. As a result. Many private telecom companies are engaged with the advertising agencies and companies to telecast the ads on mobile. 60 . Internet advertising in India became the latest trend in advertising in India. The need for people grows in proportion to billing. produce and place advertising campaigns in the media. 2000 crores per annum (figures specifies for the year 2003).ch Research Scholar(K. Compared to print and television the number of players and market size is still very small. They are constantly in need of a diversity of talents both on the creative as well as product side. (2) Advertising agency is an independent company set up to render specialized services in advertising in particular and in marketing in general. the Indian advertising sector is claiming to the top of the world ratings. Moneycontrol and MSN India. The Indian advertising in the recent past is becoming the strongest sector. Sify.

4. so. such as providing brand preference data. such as the availability of time and space. Agencies study the products. 61 . 3. 3.The agency s knowledgeable about the product sn and the industry. 3. An Ad agency accepts the objective view of the advertiser’s plans and proposals and thus ventures to put forward its opinions and comments.An ad agency is a company that helps advertiser create advertisements and place them with appropriate media. in formulating the advertising plans and translating them into advertising campaigns.Agencies provide a degree of creativity and objectivity that is difficult to maintain in a corporate advertising department. 2. The important functions of and Advertising agency is a company that helps s advertisers creates advertisements and places them with appropriate media. whom they usually call their accounts.Ad agencies offer a broad range of marketing and advertising services. competitors and the promotional problems of their clients.Suresh Chandra. Creative skills.U) Advertising agency acts as a consultant to its client. 2. FUNCTIONS OF AN ADVERTISING AGENCY: advertising agency are: 1.ch Research Scholar(K. such as campaign planning and “appeal planning” and Research capabilities. 5. The advertising agencies provide for the client a minimum of: 1. NEED OF AN ADVERTISNG AGENCY: 1. it will definitely provide advantages for advertisers. The ad agency will have regular contacts with various support systems required for the production of advertising material. Ad agencies provide media planning. Media information. 2. 4. the advertiser. markets.

While selecting the advertiser should consider the following details which include: 62 . They use merchandising as a comprehensive way for clients or product groups as the dominant component of ad programme.Suresh Chandra. that advertising is salesmanship in print. 5. 3. convincing and result-bringing sales messages. 2. The company should be financially sound and should be able to cover both local and national advertising campaigns. It should generate ads that have interesting. The size of the agency should not be seriously taken into account. They possess public relations. rather than one that maintains that it will work on a no-profit no-loss basis. Ad agencies to be provide advertising research results before creating ads. It should provide assistance in preparing or reformulating marketing plans. The ad agencies provide special skills or experience in sales promotion schemes. SERVICES TO BE DONE BY AD AGENCIES:. 7. 6.U) SELECTING AN ADVERTISING AGENCY:An important function of an advertising manager is to select a best advertising agency that can fulfill the needs of an advertiser. sound and action. An agency that plans to make a profit on an account should be chosen.ch Research Scholar(K. that advertising is selling. The agency should have experience in selling goods and ideas. The agency should be able to think independently on various problems. not just telling. The agency’s experience of handling products/services which the advertiser likes to be advertised may be considered useful. 8. and not solve them by pre-conceived notions which it is unwilling to change. The ad agencies offer specialized services like campaigning radio advertising or for technical or industrial advertising. 4. It should be able to bring in more results than anticipated. The agency should understand the need for the advertising to sell a product. The agency should be able to use both research and brains to solve problems. The ad agencies may have a full fledged research department.These include: 1.

o At last.ch Research Scholar(K. o Profile of key personnel.Suresh Chandra. o Growth of agency’s billings. o Accounts held and periods for which they are held. The commission is paid by the media. COMPENSATING THE AD AGENCY: - The compensation of advertising agencies is derived from commissions and fees. plus reimbursement for advertising production costs. It has been customary for full service agencies to charge a commission of 15% on total billings for their services. 63 . is the type of method is the price of the time or space charged by the media that in which ads are placed through the agency.The fee method. less 15%. the potential client should visit the agencies in their offices.U) o Size of the agency and its corporate structure. before selecting. o Organizational set-up and number of employees. the media bill the agency for the full cost of space less a commission of 15%. which bill the agencies for the stated rate. o Case histories of some campaigns. The billing method . o Terms of business. The agency’s revenue is primarily the difference between what it bills clients and what it pays to media. Then. An advertiser is billed by its agency for the full cost of the advertising space used in the media.The commission 2. Thee two major methods of compensating ad agencies are: 1. and have meeting with the key personnel. the ad agencies receive an amount equal to 15% of the cost of the media time or space. the advertiser pays full rate to the agency. o Services offered by the agency. Under commission method.

ADVERTISING AGENCIES IN INDIA – AN OVER VIEW:In India. rather than as a family. more than 2.Suresh Chandra. they are private limited companies.000 crores. Sometimes. there are many accredited agencies. 64 . which increased to 168 in 1978. In addition. There is a leaning towards software for optimizing media usage. either big or small. Even clients who want an agency' to work for them contact the accounts executive.5 times the numbers in 1958. He communicates this to the agency people. The oldest and largest advertisement agency in India is Hindustan Thompson Associates Ltd. the days of the clients briefing the industry are almost over.ch Research Scholar(K.It is a key career option in advertising agency. These days agencies are also being set up at Bangalore. The top 25 account for 50% of all billings. The agencies are expected to maintain database. and computerization of studio functions.U) ACCOUNTS EXECUTIVE IN ADVERTISING AGENCY : . In India the ad agencies are sole proprietary concern. Today the onus is on the agency to supply the client with data on his industry. Indian advertising is a fragmented business. In India. He is a link between a client and his staff. There are over 733 agencies accredited to INS. The marketing or advertising department of the client briefs him. He reaches out to different clients for seeking new business. The second largest advertisement agency is Lintas. There were only 62 advertising agencies in 1958. Hyderabad. An agency must necessarily plough back at least 75 % of its profits into business. the legal structure of ad agencies is that of a small proprietary concern or a big partnership. Ahmedabad and Delhi. He is called an Account Director when he is a member of the Board. It is good to install MBO (Management By Objectives). The advertising agencies are shifting from the creative mode to the marketing mode. This business development work makes it virtually a marketing manager of the agency. It is better to operate agencies on professional lines. advertising business is worth Rs. 8. Mumbai is considered to be the Mecca of Indian advertising. partnership or private limited companies. Madras. There are more than 500 ad agencies today.

This advertising organization was founded in the year 1980 at Mumbai. The objective of the company is to build brands. Ltd: This is one of the renowned advertising company of India. there has been a healthy trend towards sound management practices. Many Indians firms are coming up. It is simply not enough just to have great idea. In recent years. I t is a subsidiary of WPP Group plc. Mudra Communication Pvt. by importing Western ad techniques. The headquarter of the company is in New York. Recently the Ad company declared the addition 65 . Their objective is to make advertising a part of the life of the consumers. MEDIA COMPANIES (OR) SUPPORTING ORGANIZATIONS (OR) ADVERTISING AGENCIES OF INDIA: Ogilvy and Mather: This is one of the leading advertising company in India. J Walter Thompson India: One of the most popular company in the advertising industry is J Walter Thompson India. This company has offices across the globe. Most people do not appreciate that an agency –like any other business .U) It is the top 25 agencies.sex-appeal ads and also produced the first ever sponsored -TV program. most of which are headquartered in Mumbai. This is also world's best advertising brand with about 200 offices in 90 countries. Lintas. This organization believes that devotion to the brand defines the profile of their company. Clarion and O & M have shaped the entire advertising industry in the country. that set the pace and define the shape of the industry. Agencies like HTA. especially financial planning and control. Many agencies die a premature death.must be properly managed.ch Research Scholar(K. This company is the first one to introduce pioneer careers in ad for women.Suresh Chandra.

RK Swamy/BBDO Advertising Ltd: It maintained the record of remaining consistently among the top ten advertising agencies in India.1 research company in the market sector and is fully run by Indians.ch Research Scholar(K. It has about 500 professionals and no prima donnas. Brand Equity is an integral part of the company.this advertising company ranks third and tenth in the world having about 188 offices in 102 countries.events etc. Established in 1973. 66 .U) of public relations. This advertising agency offers a wide array of integrated pr services for external and internal communications. Grey Worldwide (I) Pvt. In US . The primary strength of the company lies in the media relations. McCann-Erickson India Ltd: The prominent name among the best advertising companies of India is McCann-Erickson India Ltd.rural marketing. This is also India's No. The head office of the company is in Bombay Area. Their aim is to reflect the needs of the brand and not the personality of the brand.The company is primarily based in Mumbai and has offices in Kolkata.Suresh Chandra. Rediffusion-DY&R: This Advertising company of India has made a benchmark in the field of creativity. India's 5th largest advertising company is Rediffusion.this advertising reached great heights. They define work in relation to the impact that advertising has on the lives of masses. The testimony of the company in which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca Cola'. FCB-Ulka Advertising Ltd: One of the best company in India in the advertising arena is FCB-Ulka Advertising Ltd. Ltd: A significant name in India in the world of advertising agencies is Grey Worldwide (I) Pvt Ltd.

Suresh Chandra. Bangalore and New Delhi. Leo Burnett India Pvt. It is a subsidiary of Grey Worldwide. 2.U) Ahmedabad. Contract Advertising India Ltd: This advertising company of India is one of the leading advertising agencies in India. This advertising agency was awarded the 'Worldwide Agency of the Year' in 2004. Responsibility for the observance of these rules rests equally upon the Advertiser and the Advertising Agency. The success of advertising depends on public confidence. All those engaged in advertising are strongly recommended to familiarize themselves with the legislation affecting advertising in this country. It offers a wide range of services like online marketing and strategy and many others. Drugs and Cosmetics Act. particularly the following Acts and the Rules framed under them:1. Ltd : It has a significant presence in about 96 offices in 10 countries. It is one-to-one customer lifecycle management advertising agency. The standards laid down here should be taken as minimum standards of acceptability which would be liable to be reviewed from time to time in relation to the prevailing norm of listeners susceptibilities. The following standards of conduct are laid down in order to develop and promote healthy advertising practices in All India Radio. It was founded in 1992 and is situated in Mumbai. hence no practice should be permitted which tends to impair this confidence. 1940. 67 . Drugs Control Act.They are proficient in explaining how a single image is worth thousand words and can break the barriers of language but not at the cost of the ad's emotional power. The company specializes in advertising and marketing services. LEGISLATION AFFECTING INDIAN ADVERTISING Advertising is an important and legitimate means for the seller to awaken interest in his goods and services. 1950.ch Research Scholar(K.

Act. there will normally be no ground for objection to them in terms of this Code. 10. 1958. 6. not to hamper the sale of products which may be found offensive. nor does it formulate rules for the public or the relevant industries. India. 1955. Provided. 68 . Pharmacy Act. 1986. Preventation of Food Adulteration Act. 4. 11. 5. Prize Competition Act. The sponsors of the ASCI. Indecent Representation of women (Prohibition) Act. 1957. 1948. 8. Code of Ethics for advertisement in India issued by the Advertising Council of SELF REGULATION CODE OF ADVERTISING ASCI is a voluntary Self-Regulation council. Code of standards in relation to the advertising of medicines and treatments. for whatever reason. Emblems and Names (Prevention of Improper Use) Act. 1986. 15. by some people. Drugs and Magic Remedies (Objectionable Advertisement) Act. Copyright Act. Consumer Protection Act. who are its principal members.Suresh Chandra. and comprise Advertisers. that advertisements for such products are not themselves offensive. Ad. 1950. Standards of practice for Advertising Agencies. 1954. 1954. therefore. THE CODE FOR SELF-REGULATION IN ADVERTISING PURPOSE The purpose of the Code is to control the content of advertisements. are firms of considerable repute within Industry in India. Media. 13. Trade and Merchandise Marks Act. 14. 9.ch Research Scholar(K. Agencies and other Professional/Ancillary services connected with advertising practice. The ASCI is not a Government body.U) 3. 12. 7. registered as a not-for-profit Company under section 25 of the Indian Cos. AIR / Doordarshan Code.

with the following as basic guidelines. whether it is challenged from within or from outside the advertising business. To ensure that advertisements are not offensive to generally accepted standards of public decency. To safeguard against the indiscriminate use of advertising for the promotion of products which are regarded as hazardous to society or to individuals to a degree or of a type which is unacceptable to society at large.ch Research Scholar(K.Suresh Chandra. 2. in consultation with representatives of people affected by advertising. advertising agencies and media. The Code’s rules form the basis for judgement whenever there may be conflicting views about the acceptability of an advertisement.U) DECLARATION OF FUNDAMENTAL PRINCIPLES This Code for Self-Regulation has been drawn up by people in professions and industries in or connected with advertising. 3. with a view to achieve the acceptance of fair advertising practices in the best interest of the ultimate consumer: 1. To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertisements. intelligibly and responsibly. corporate bodies and associations engaged in or otherwise concerned with the practice of advertising. Both the general public and an advertiser’s competitors have an equal right to expect the content of advertisements to be presented fairly. 4. and has been accepted by individuals. 69 . To ensure that advertisements observe fairness in competition so that the consumer’s need to be informed on choices in the market-place and the canons of generally accepted competitive behaviour in business are both served. The Code applies to advertisers.

as a Not-For-Profit Co. 1985. Indecent. Ensuring that Advertising is not offensive to generally accepted norms and standards of public decency. Ensuring that advertisements observe fairness in competition and the canons of generally accepted competitive behaviour 70 . and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.Suresh Chandra.… To monitor administer and promote standards of advertising practices in India with a view to: 1. The main objects to be pursued by the Company on its incorporation are . 2. Ensuring the truthfulness and honesty of representations and claims made through advertising and safeguarding against misleading advertising…. Illegal. Safeguarding against the indiscriminate use of advertising for the promotion of products or services which are generally regarded as hazardous to society or to individuals or which are unacceptable to society as a whole..ch Research Scholar(K.The Role and Functioning of the ASCI & its CCC in dealing with Complaints received from Consumers and Industry. leading to Unsafe practices. Registered in Oct.U) ADVERTISING COUNCIL OF INDIA Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. under the Companies Act 1956. against Advertisements which are considered as False. 4. 3. or Unfair to competition. Misleading. u/s 25.

Answer any Five of the following questions is not more than 10 lines each: [Max. Outline the function of limited service ad agencies. 71 . How does DAGMAR enable determining appropriate advertising strategy? Give suitable illustrations. Or (b). How is magazine advertising superior? (g). (a).Suresh Chandra.B.ch Research Scholar(K. What are the stages in the development of ad copy ? How does creativity aid in the development of a good copy ? Or (b). 3. Explain the important tools for copy testing.T. (c). Discuss the social and ethical dimensions of advertising in Indian context.O. What is broadcast copy? (d). (III Semester) Examination (New) MARKETING MANAGEMENT Paper – VI (Group A) (Elective) (Advertising and Sales Promotion) Time: 3 Hours) Section A (Marks: 5X4 = 20) I. (e). What is Gross Rating Points (GRP) / (f).U) 3898 FACULTY OF COMMERCE AND BUSINESS MANAGEMENT M. [P.A. Compare and contrast between print media and broadcast media with suitable Examples. Attempt the following questions in about 4 pages each: 2. (a). Marks: 100 (a). List out the functions of Account Manager. What are the trade shows ? Section B (Marks: 5 X 12 = 60) II. (a). What is AIDA ? (b). Or (b). Explain the growth and development of advertising agencies in India? 4. (h). Compare and contrast between print media and broadcast media with suitable examples.

Discuss the methods of planning for advertising budget with reference t the different stages of product life cycle.Suresh Chandra. The major clientele for the hotel is travelers from US. There is a steep fall in occupancy ratio from 78 percent to 24 percent. What are the different techniques available for evaluating communication and sales effectiveness of advertising ? 6. How do you evaluate the effectiveness of sales promotion? Section C (Marks : 20) (Compulsory) 7. Or (b). The room tariff is as follows: Double room Rs. What are the sales promotion tools which can be offered to the tourists? 3. What is the advertising strategy you suggest? 2. Describe the essentials of good sales promotion. So far the hotel was targeting only international travelers because of the drop in the international tourism they had to reorient their strategy in favour of attracting the domestic tourists. UK and Australia. Jaipur is a five Star Hotel located near the Hawa mahal of Jaipur. 4000 or $ 90 Suit Rs. Ramesh Lalwani GM.U) 2 3898 5. 9000 or $ 210. The tariff includes breakfast and complementary drinks. Case Analysis Riverview Hotels. What is the sales promotion strategy to be adopted with reference to travel agents? _________ 72 . Questions:1.ch Research Scholar(K. The year 2003 is not being good due to travelers not coming to India on account of Iraq war as well as the outbreak of SARS(Severe Acute Respiratory Syndrome) in South East Asian countries. (a). The hotel has been having 78 percent occupancy since establishment. marketing proposed that there should be increase in the ad spend I the domestic media as well as offer suitable sales promotion incentives to tourists as well as travel agents. (a). How do you choose between different techniques of sales promotion? Or (b).

cultural and ethical dimensions of advertising. (a). Or (b).A. what do you mean by yellow-pages? (d).? (g). Marks: 100 (a). Answer any Five of the following questions is not more than 10 lines each: [Max.Suresh Chandra. 2.D. Or (b).O.T. Explain the social. (b). Enumerate the important advertising media and point out their relative merits and demerits. Explain the term “ trading shows”.B.I. Or (b). what is A. What are the functions of advertising? Explain the functions of an advertising manager.A. Explain the term “event marketing”? (f). Attempt the following questions in about 4 pages each: 1. (a). what do you mean by “image marketing”? Section B (Marks: 5 X 12 = 60) II. what is bill-board? (h).ch Research Scholar(K. What are the different advertising agencies working in India? Explain its functions. Explain the media scenario in India. what is bench-marking? (e). [P. 3. (a). 73 . what do you mean by buy-back allowance? (c). (III Semester) Examination (New) MARKETING MANAGEMENT Paper – VI (Group A) (Elective) (Advertising and Sales Promotion) Time: 3 Hours) Section A (Marks: 5X4 = 20) II.U) 3898/1 FACULTY OF COMMERCE AND BUSINESS MANAGEMENT M. what are the elements of media mix? Discuss the problems in media planning and scheduling.

Blow Plast has launched a few brands in the premium segment before the introduction of Elanza. The brand was made available through 3000 dealers across the country.U) 2 3898/1 4. How do you determine size of advertising budget?. The brand also has a special aesthetic appeal. (a). Or (b). Designers and engineers had spent about 35000 man hours to design the brand. Do you agree with this view point? Section C (Marks : 20) (Compulsory) 7. What kind of media would you formulate for the brand? 7. The lining prevents contact between delicate fabrics and the hard outer shell. It launched a premium brand Elanza when Samsonite( a global brand) entered the Indian context. (a). Or (b). What aspects of timing patterns would you consider and why? 8. Sales promotion does not replace advertising rather supplement it. What do you mean by sales promotion ? Explain the main tools of sales promotion.3250. The 79-cm model was priced around Rs3750 while the 69-cm was priced at Rs. Profile the target segments for an offering like Elanza and explain how the media plan should differ for each of the segments? _________ 74 .ch Research Scholar(K. Questions: 6. Discuss different methods used for determining advertising budget. Direct mailers were sent to target segment a part from being advertised in upmarket magazines like time. Blow Plast is one of the world’s lowest-cost manufacturer of luggage. Case Analysis Blow Plast Industries has around 65% of the organized market for moulded luggages. The product has an inner lining fused with a plastic shell and double-walled shoulder bumper. 5. How do you measure the effectiveness of advertising? Explain the problems involved in it.Suresh Chandra.

O. Explain the term “Advertising Layout”? (f). What is point-of-purchase advertising? (e). (III Semester) Examination (New) MARKETING MANAGEMENT Paper – VI (Group A) (Elective) (Advertising and Sales Promotion) Time: 3 Hours) Section A (Marks: 5X4 = 20) III. (a). (a). What do you mean by Event-marketing? (c). 75 . Attempt the following questions in about 4 pages each: 2.T. 4.ch Research Scholar(K. Give an overview of media Scenario in India.A. Explain the difference between advertisement and publicity. Compare and contrast between print media nd broadcast media with suitable examples from Indian context. Explain the salient feature of the DAGMAR approach. Answer any Five of the following questions is not more than 10 lines each: [Max. [P. Or (b). What is Advertising ? (b). What factors would you consider before selecting the advertising media? Explain the various media. What do you mean by advertising agency ? Explain the working and organization of the advertising agencies in India. (a).Suresh Chandra. Or (b). Marks: 100 (a).B. Or (b). Section B (Marks: 5 X 12 = 60) II. What are the elements of advertising ? (h). What is Corporate Advertising? (g). What is Advertisement Copy? (d).U) 3898/2 FACULTY OF COMMERCE AND BUSINESS MANAGEMENT M. Discuss the role of advertising in economic development. 3.

a five geared bike. (a).Suresh Chandra. What do you mean by advertising budget ? Explain the methods for determining the advertising budget. T1 cycles has share of 46 percent. Ho do you evaluate the effectiveness of sales promotion? Section C (Marks : 20) (Compulsory) 7. In this special bike segment. Case Analysis The market for cycles in India is estimated to be around 10 million units per annum Seventy five percent of the cycles sold in India belonging to the ordinary category while All Terrain Bikes (ATB). Or (b).” Discuss this statement Or (b).“The over-all purpose of promotion is to influence buyer behaviour and after the location and shape of the consumer demand curve in favour of the product. Ajay Jadeja was chosen to model for the brand to project the personality of the brand—“ cool and effortless” (which is also appropriate to the celebrity). Explain the essentials of good sales promotion. _________ 76 . Is there a possibility of supplementing the media plan? 3. List out promotional measures required if necessary. Internet has also been used as a medium with a number of interactive games for kids apart from information on cycles. Comment on the media strategies of the brand.ch Research Scholar(K. Questions:1. The print advertisements were planned to show the features of the vehicle (aerodynamic twin-bow frame apart from gears) while the TV advertisements were planned to link the brand with cricket. 6. The model which is priced at Rs.U) 2 3898/2 5. It has launched Hercules TOP Gear. Sports Light Roasters(SLR) and children’s cycle form the rest of the market.2595 is available in about 30 outlets. The proposition based on research is that one can plan one-s style of riding which makes riding effortless. The target segment consists of boys in the age-group of 11-15 years. (a). Explain the tools and techniques for measuring communication effectiveness and sales effectiveness of advertising. 2.

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