 The word advertising is derived from two Latin Words

‘Ad’ and ‘Verto’.

 Ad – towards
 Verto – I turn
 Literally, it means to turn the people’s attention to a

specific thing.
Advertising A part of promotion mix
can be define as:
 A paid form of
 Non personal Communication
 From an identified sponsor
 Using mass media
 To persuade or influence audience
 With a unique message.
  Todifferentiate the product from their
competitors

To communicate product information

 To urge product used

Functions  To expand the product distribution

 To increase brand preference and loyalty

 To reduce overall sales cost

 Creates new demands

GARNIER FRUCTICS
PONDS AGE MIRACLE
Fair & Lovely
COLGATE
MECCA COLA
 Consists of all activities involved in
presenting to an audience a non-personal,
sponsor-identified, paid-for message about a
product or organization.
 Advertising is distinguished from other forms

of marketing communications:
◦ It has a verbal and/or visual message.
◦ The sponsor of the message is identified.
◦ Delivery is through recognizable (usually mass)
media.
◦ There is payment by the advertiser to the media for
carrying the message.
Advertising, can be used to address several broad objectives
including: building product awareness, creating interest,
providing information, stimulating demand and reinforcing the
brand. To achieve one or more of these objectives, advertising
is used to send a message containing information about some
element of the marketer’s offerings.
For better understanding here we will discuss about some
basic and broad objectives of advertising.
 To inform: This type of advertising is heavily used in the
pioneering stage of a product category, where the aim is to
build primary demand.
 Ujala commercial, where the ad talks about how different it is
from the age old “neel” by talking about its solution contents
and showing how different your clothes look when washed
with Ujala.

 To Persuade: when the product is in the competitive stage,

where the company’s objective is to build selective demand
for a particular brand.  
 Whirlpool ice magic positions itself as being a quick icemaker
and was the first one of its kind to use this as a marketing
platform.
 To Remind: when the product is in the maturity stage. They
are intended to remind people to purchase your bran d.
 Thumps up, Coke, Pepsi ads all these ads no more are shown
to create awareness or persuasion because people are already
aware of their presence and already have chosen the brand of
their choice. These are just reminder ads to keep the brand
or the company fresh in the minds of the consumers or have
the brand top of mind.
 To Reinforce: It seeks to ensure the buyers that they have
made the right choice by purchasing your brand.
 Hamara Bajaj advertisements make the owner of the two
wheelers of Bajaj proud of their possession by giving it a
patriotic positioning
 Launch of new product/service:- To inform consumers
about new product launching. exp- “Parle Lite barbone”.

 Expansion of market to new users:- To inform about

company’s market expansion. Exp- “India got Talent”.

 Announcement of product modification:- To inform

about product modification. Exp- “Bajaj Pulsar”.

 Announcement of dealer’s location:- To inform about

place where the product is available. Exp- “Strapsil”. Now
available in your nearest general store.
 Announcement of special offers:- To inform about
latest/special offers. Exp- Dettol combo offer 9Rs off.

 To educate the customers:- To tell about what are the

benefits from the product and how to use that. Exp- “Aircel’s
Pocket internet”.

 To create social responsibility:- To make customer

social. Exp- “Padhega India tabhi to Badhega India”.
 Area based
 Brand
 Burst
 Corporate
 Covert
 Comparative
 Challenging
 Direct
 Emotional
 Financial
 Gorilla
 Interactive
 Manipulative
 Negative
 Puffery
 Product
 Retail
 Surrogate
 Spoof
 Unethical
 Product-Related advertising:-
 Informative advertising-This advertising figures heavily in the
Introduction stage of a product, where the primary objective is to build
demand.  
 Explaining how to use them (providing information).
 Persuasive advertising- Persuasive Advertising
figures heavily in the Growth Stage of Product Life
Cycle,  where the company’s objective is to build
selective demand for a particular brand. Like- AKAI
TV ads compared the brand with 6 competitor
brands.
 Reminder advertising- This advertising is highly important in the
mature stage of the product to keep the consumer thinking about the
product.
-Fevicol campaigns act as a reminder form of advertising, bonding Fevicol
with consumers as the strongest Adhesive
 Retail advertising- can define as covering all
advertising by store that sell good direct to the
consuming public. Example- In & Out promotional
techniques of retail outlets.
 Emphasizes the specific retail outlet as the place to buy

a specific range of brand.

 It can be local store advertising in local newspaper.
 Areabased advertising:- There are three types of this
advertising. They are as follows-

 National advertising- This type of advertising is to encourages

the consumer to buy their product wherever they sold. Advertising
that is done in one nation only.  Dabur Ads or Nirma Ads
 Global Advertising: Advertising that is carried on for a company
or a product globally. Like- I’m loving it was a global ad released
by McDonalds

 Local advertising-Advertising that is carried out in a particular

region or market. Like-BRU and AMRUTANJAN selected campaign
directed towards consumers in South India.
 Manipulative advertising:- “limits free and informed action”. It is sort
of like convincing customers to purchase something, but it is based on
incorrect or inconclusive information.
 Surrogate advertising:- The advertisement comes
with the same music and punch line as the one for the
popular liquor brand telecast before the ban on liquor
advertisements.
 Like- “aap, main or Bagpiper". This Bagpiper club

soda advertisement, featuring cine celebrities, is

similar to the earlier one for Bagpiper whisky.
 Covert advertising:- Covert advertising is when a product or brand is
embedded in entertainment and media.
 For example, in a film, the main character can use an item or other of a
definite brand.
 Brand advertising: This advertising helps in the long-term build up of a
brand.
 HLL’s ad’s for LUX ,LIRIL, REXONA.

 Classified Advertising: This advertising gives information

dissemination about a sale.
 MID-DAY NEWSPAPER or TOI classified section.
 Promotional Advertising: This advertising
informs an announcement about a sale.
 ADIDAS offering 50% DISCOUNT on sneakers.
 Advocacy Advertising: This advertising is used to publicize a
particular cause.  All the social ads fall into this category.
 Drink MORE  MILK & AIDS AWARENESS ADS by Govt.

 Negative advertising:- emphasizes on negative attributes of

the competitor’s product instead of focusing on positive
attributes of own products.
exp.- Horlicks Vs. complan, Pepsi Vs Thumps up
 Puffery advertising:- In these ads superlative degree is used to create
attraction.
Example- Gillette’s punch line. ”The Best a men can get.”

 Financial advertising:- Ads taking only about finance related things.

Example- all insurance ads.


 Guerilla advertising:- Gorilla Advertising is an
unconventional way of performing promotional
activities. Usually very funny or subtle, it’s a great
way to promote a business with a low budget and
generate buzz. But you’ll need lots of creativity.
 Emotional advertising:- Ads directly hit consumer’s emotions.
Example- Airtel’s ad of a little boy with toy phone.

 Challenging advertising:- Ads directly or in directly challenge other

company, brand or product. Example- Boomer gumlairs, “éclairs ka baap”
& luminous ad “No.1 here we come”.
 Burst advertising:- Ads don’t have any above thing or sense but
creative ads. Example- Amul Macho “ ye to bada toing hai.”

 Silence advertising:- a commercial with little or no music will be

most effective with an elderly audience. If someone is doing other things
while watching T.V. and all of a sudden they notice there isn't any sound
coming out of the television, their eyes will likely jump up to the television
 and it's probably at that moment the person will catch a glimpse of a
company name, or a logo.
 Direct advertising:- Aqua sure For demo Call 1800………
 The portion of the total marketing budget
that is allocated to advertising over a specific
time period. The advertising appropriation
policy for a company may be based on any
one of a number of approaches. For example,
spending an amount on advertising that is a
fixed percentage of sales or based on the ad
spend level of the competition.
 Affordable Method:- The portion of the total marketing budget that is
allocated to advertising over a specific time period. The advertising
appropriation policy for a company may be based on any one of a
number of approaches. For example, spending an amount on advertising
that is a fixed percentage of sales or based on the ad spend level of the
competition.
 Competitive Parity Method:-The portion of the total marketing budget
that is allocated to advertising over a specific time period. The
advertising appropriation policy for a company may be based on any one
of a number of approaches. For example, spending an amount on
advertising that is a fixed percentage of sales or based on the ad spend
level of the competition.
 Objective and Task Method:-The portion of the total marketing budget
that is allocated to advertising over a specific time period. The
advertising appropriation policy for a company may be based on any one
of a number of approaches. For example, spending an amount on
advertising that is a fixed percentage of sales or based on the ad spend
level of the competition.


Percentage of Sales Method:- Advertising
expense budgeting method based on allocating
a fix percentage of anticipated sales revenue to
advertising. It is based on the erroneous
assumption that “Sales cause Advertising”
Whereas the reality is just opposite.(Advertising
cause sales).


 Step 1 - Briefing: the advertiser needs to brief about the product or
the service which has to be advertised and doing the
SWOT analysis of the company and the product.
 Step 2 - Knowing the Objective: one should first know the objective
or the purpose of advertising. i.e. what message is to be delivered to
the audience?
 Step 3 - Research: this step involves finding out the market
behavior, knowing the competitors, what type of advertising they are
using, what is the response of the consumers, availability of the
resources needed in the process, etc.
 Step 4 - Target Audience: the next step is to identify the target
consumers most likely to buy the product. The target should be
appropriately identified without any confusion. For e.g. if the
product is a health drink for growing kids, then the target customers
will be the parents who are going to buy it and not the kids who are
going to drink it.
 Step 5 - Media Selection: now that the target audience is
identified, one should select an appropriate media for
advertising so that the customers who are to be informed
about the product and are willing to buy are successfully
reached.
 Step 6 - Setting the Budget: then the advertising budget has
to be planned so that there is no short of funds or excess of
funds during the process of advertising and also there are no
losses to the company.
 Step 7 - Designing and Creating the Ad: first the design that
is the outline of ad on papers is made by the copywriters of
the agency, then the actual creation of ad is done with help of
the art directors and the creative personnel of the agency.
 Step 8 - Perfection: then the created ad is re-examined and
the ad is redefined to make it perfect to enter the market.
 Step 9 - Place and Time of Ad: the next step is to decide where
and when the ad will be shown.
 The place will be decided according to the target customers
where the ad is most visible clearly to them. The finalization of
time on which the ad will be telecasted or shown on the selected
media will be done by the traffic department of the agency.
 Step 10 - Execution: finally the advertise is released with perfect
creation, perfect placement and perfect timing in the market.
 Step 11 - Performance: the last step is to judge the performance
of the ad in terms of the response from the customers, whether
they are satisfied with the ad and the product, did the ad
reached all the targeted people, was the advertise capable
enough to compete with the other players, etc. Every point is
studied properly and changes are made, if any.
Advertisement campaign
A campaign can be defined as a uni-focus, short term
communication program, making use of various mass
media, aimed at a defined target audience.
 In an advertising campaign, strategy is considered the

most important part of the campaign. The pre campaign

decisions were taken and included in the strategy.
 Since the campaign are cost intensive, it is important to

plan to precision to achieve the desired response.

 Effectivecampaign must answer 5W’s and 1H:
Who: The target audience/segment or target market.
What: What is to be said to elicit the desired response.
What to say? It includes the key communication
proposition.
Where: Where our target audience located, what media
do they attend to. It include the media vehicles for the
campaign.
 Why: The objectives of the campaign, both advertising
and marketing objectives.
 When: It decides the timetable. Some products are all

season, while other are seasonal. It includes the

scheduling of the campaign.
 How: The crucial strategy. It is the art and science of

deploying available resources to attain objectives in the

face of active competition. Strategy needs to cover both
creative and media angle.
 The creation and execution of series of advertisement
to communicate with the particular target audience.
 Campaign advertising have similar logic they are like

step brothers but not identical twins.

 Advertising campaign is a process where the

advertising plan is integrated to overall marketing plan

and corporate plan.
 General Steps in Developing and Implementing
an Adv. Campaign:
 Identifying and analyzing the Target Audience
Target audience is the group of people at whom
advertisements are aimed.
a) Location and geographical location,
b) Distribution of demographic factors,
c) Lifestyle Information,
d) Consumer attitude.
 Defining the advertising Objectives
What does the firm hope to accomplish the campaign?
a) Objectives should be clear, precise and measurable,
b) Increased sales (Units or Rupees) or increased product
or brand awareness.
 Creating the advertising platform
- Basic issues or selling points to be included in the

advertising campaign.
- Issues in the selection and use of the product that are

important to consumers.
 Determining the Budget Appropriation
- Advertising budget for specific period.

It includes:
a) Geographic size of the market and distribution of the
buyers within the market are important factors in
determining the size of the budget.
Budget Approach/ Method Methodology

Objective and Task Determining advertising objectives

and then calculating the cost of all
the task needed to attain them.

Percent of Sales Multiplying the firm’s past and

expected sales by a standard
percentage based on what the firm
has traditionally spend on adv. and
the industry average for advertising
spending.

Competition Matching Setting the adv. Budget to match

competition spending on
advertising.
Budget Approach/ Method Methodology
Arbitrary Setting the advertising budget at a
level of specified by a high level of
executive in the firm.
 Developing the Media Plan:
- Specifies the media vehicles (eg: magazine, radio, T.V

and N.P) and the schedule for running the adv.

- Plan objectives focus on achieving the reach and

frequency that the budget will allow.

a) Reach: The percentage of consumers in a target market
exposed to an advertisement in a specific period.
b) Frequency: The no. of times targeted consumers are
exposed to an adv. In a specific period.
 Creating the advertisement message:
 Creating an advertising Message
- the verbal portion of the advertisement.

a). It includes headlines, sub headlines, body copy and

signature.

1. Identify a specific desire or problem.

2. Recommended the product as the best way to satisfy the
identified desire or
1. State product benefits
2. Substantiate the advertising claims
3. Ask the buyer to take actions
- Artwork
An advertisement illustrations and layout.
- Illustrations
Photo, drawings, graph, charts and tables used to spark
audience int. and for better understanding.
 Executing the campaign:
- Planning and coordination.
- Implementation

a) Detailed schedule of campaign phases.

b) Evaluation and corrective actions as necessary to make
the campaign more effective.
 Evaluating the campaign effectiveness:
Evaluation Assessment

Pretest Evaluation of ads performed before a

campaign begins.
Consumer jury A panel of a product’s actual or
potential buyers who pretest ads.

Post test Evaluation of advertising

effectiveness after the campaign.
Recognition Test A post test in which respondents are
shown actual ads and asked if they
recognize it.
Unaided Recall Test A post test in which respondent identify
ads as they have recently seen but are
given no recall clues.

Aided Recall Test A post test that asks respondents to

identify the recent ads and provides clues
to joy their memories.
 Who develops the Advertising Campaign?
- Individuals
- Advertiser or Financer
- Firm’s Advertising Department
- Advertising Agency

They all develops the advertising campaign

 Three phases of campaign creations:
I. Strategy Development Phase: This state objectives and decide
contents of communication and decide the positioning of the
brand. Strategy is more important than creativity.
II. Adv brief to creativity: Job of company to give brief but usually
they don’t do that, success of the adv depends on how well the
co. has briefed the agency about strategy. job of the co. is to tell
what he wants to say, it is agency's job to decide how to say.
III.The creative phase: Creative people are brained people, they are
involved from the inception to the commencement stage.
 An advertising agency:- is an independent organization set up
to render specialized services in advertising in particular and
marketing in general. Advertising agencies started as space
brokers for the handling of the advertisements placed in
newspapers. Over the years, the function of the agencies has
changed. Their main job today is not to aid media but to serve
advertisers. Some agencies are-
 Mudra communications Pvt. Ltd,
 Ogilvy and Mather Limited,
 JWT (Hindustan Thompson Associates Pvt. Ltd.),
 FCB-Ulka advertising pvt.Ltd.,
 Rediffusion DY&R Pvt. Ltd
Media Planners:- Once an advertisement is created, it must be placed
through an appropriate advertising media. Understanding the nuance of
different media is the role of a media planner, who looks for the best media
match for a client and also negotiates the best deals.
Creative Team:-An agency’s creative team consists of specialists in
graphic design, film and audio production, copywriting, computer
programming, and much more.
Researchers:- Researchers are also used following the completion of an
advertising campaign to measure whether the campaign reached its
objectives.
Account Management:- Within an advertising agency the account
manager or account executive is tasked with handling all major decisions
related to a specific client.  These responsibilities include locating and
negotiating to acquire clients
 There are basically three types of ad agencies They are:
 In-house agencies:- An in-house agency is an ad agency set
up, owned and operated by the advertiser. Exp- dabur’s Ad.
 Creative boutiques:- Creative boutique is an agency that
provides only creative services. These specialized companies
have developed in response to some client’s desires to use
only the creative talent of an outside provider while
maintaining the other functions internally.
 Media buying agencies:- Media buying agencies are
independent companies that specialize in the buying of media,
particularly radio and television.
 effective communication requires the message source to create
(encoding) a message that can be interpreted (decoding) by the
intended message receiver.  In advertising, the act of creating a
message is often considered the creative aspect of carrying out
an advertising campaign. When creating an advertising message
the marketer must consider such issues as:

 General Message Factors:-

 Characteristics of the Target Audience
 Type of Media Used
 Product Factors
 Overall Advertising Objective
 Message Structure:-
 The Appeal – This refers to the underlying idea that captures
the attention of a message receiver.  Appeals can fall into such
categories as emotional, fearful, humorous, and sexual.
 Value Proposition – The advertising message often contains a
reason for customers to be interested in the product which
often means the ad will emphasize the benefits obtained from
using the product.
 Slogan – To help position the product in a customer’s mind
and distinguish it from competitors’ offerings, advertisements
will contain a word or phrase that is repeated across several
different messages and different media outlets.
 Message Testing:- The most popular method of testing advertising
for the marketer (or their ad agency) is to conduct focus groups where
several advertising messages are presented.  On the Internet, advertising
delivery technology allows for testing of ads by randomly exposing
website visitors to different ads and then measuring their response. 
 These are the various types of Media:-
 Television :- All visual ads.
 Radio :- Ads on FMs
 Print Publications :- All printed ads
 Internet :- pop ups, Flash msg, skyscraper.
 Direct Mail :- Mails etc.
 Signage :- Skywriting, Plan banner, mobile billboard
 Mobile Devices :- Messages on mobiles
 Sponsorships :- sponsoring something
 Others :- Fax, product packing, Print on retail bills
 Added Expertise
 Media Knowledge and Unbiased Advice
 Easier Administration
 Media Buying
 Quality Control
 Information
 Fending off the media
 And when things go wrong
 Cost Saving
 Time Saving
 Not to Advertise for Immediate Competitive Unit.
 Prompt Payment.
 Passing Down Cash Discounts to Clients .
 Not to Blame Agency for Media–Lapses.
 Good Services.
 Written Agreement.
 Frequent Contacts between Agency and Client.
Account Services / Account Management
The major department in ad agencies is
account services or account management.
Account service employees work directly
with clients and potential clients, soliciting
business for the ad agency and determining
what clients need and want the agency to
do for them. They are also charged with
understanding the client’s business
situation and representing those needs
within the agency, so that ads can be
brought to bear on the correct problem.
 The Account Planner is the main planning executive who
works in partnership with the client on long-term account
planning. He knows what is happening in the market
place, the attitude of the consumer towards the client’s as
well as the competitor’s brands. The account planner was
originally employed to "represent the consumer" in the
advertising i.e., find the best way to pitch the clients
products to people by better understanding them, what
they want and how to talk to them.
 In many agencies, there is a dedicated media department

and there are also some large and small agencies that
exclusively handle media strategy and media buying.
 Account Supervisor
A middle management position: he or she manages the account
within a medium term perspective. This includes strategic
planning, market analysis, competitive activity analysis, as
well as recognizing and capitalizing on business building
opportunities.
 Account executives

Account executives represent their ad agency to their clients.

They understand sales and advertising problems of the client
and address the client’s need to the advertising approach. In
advertising ‘The account’ is the client. The business of each
client with the agency is referred to as an account. An ad
agency handles assignments of a number of clients. The
Account Executive motivates guides and coordinates the
activities so that deadlines are met and the client’s
expectations become a reality.
 Creative department
 The creative department is the people who create the

actual ads - form the core of an advertising agency.

Modern advertising agencies usually form their
copywriters and art directors into creative teams.
Creative teams may be permanent partnerships or
formed on a project-by-project basis. The art director
and copywriter report to a creative
 The advertisers are therefore, concerned with their
impact on consumer awareness and attitude. The
communication effect on sales may be presented in
the following figure:-
Communication Effect on Sales
 Awareness

 Attitude

 Trial

 Satisfaction

 Purchases or repurchase
 Hierarchy-of-Effects Models
 
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