ADVERTISING

"If you don't build it, they won't come." If you don't advertise, they may not find you.

A.MOHAMMED IMRAN
Lecturer RKKR SMS, SALEM imranakbar85@gmail.com 9865938211

Concept
¤ The word advertising is a Latin word which means ´to turn attention of people to a specific thing.µ It is a paid publicity. According to Oxford Dictionary the word ¶to advertise· means ¶to make generally or publicly known·, describe publicly with a view to increasing sales. ¤ Advertising is thus, a mass communication tool, which is essentially in paid form by a firm or an individual and the ultimate purpose of which is to give information, develop attitudes & induce action, which are useful to the advertiser.

Advertising
¤ Presents & upholds the ideas,
commodities & services of a recognized advertiser, which provides as a communication link between the producer & the potential buyers. ¤ Gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer. ¤ May be taken as the most efficient means of reaching people with product information.

¤ Presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer. While creating awareness and popularity, it seeks to persuade. ¤ Is a more effective and extensive and less expensive way of creating contacts

Definition
¤ Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.(Wiki) ¤ Is the paid promotion of goods, services, companies and ideas by an identified sponsor.

¤ Advertising usually seeks to find a unique selling proposition (USP) of any product and communicate that to the user. ¤ The Institute of Practitioners in Advertising defines the term as: ´advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible costµ. ¤ Combination = creativity+ marketing research + economic media buying. ¤ Advertising may cost a lot of money but that cost is justified if it works effectively and economically

Objectives
¤

Is to sell something - a product, a service or an idea. Real objective is effective communication between goods and clients and increasing awareness.

¤

¤ Message About Product ¤ Message About Price ¤ Message About Other Promotions ¤ Message About Distribution

Objectives««..
¤Induce trial ¤ Sustain preference ¤ Change habits ¤ Break the ice ¤ Generate sales leads ¤ Increase sales ¤Intensify usage ¤ Confirm imagery ¤ Building line acceptance ¤ Build ambience ¤Increase awareness

Mathews, Buzzell, Levitt and Frank have listed some specific objectives of advertising.
¤ To make an immediate sale. ¤ To build primary demand. ¤ To introduce a price deal. ¤ To build brand recognition or brand insistence. ¤ To help salesman by building an awareness of a product among

retailers.
¤ To create a reputation for service, reliability or research strength. ¤ To increase market share.

Social Aspects
y Advertising has positive as well as negative, social and economic

impacts on our society.
y Considering advertising as a public welfare is a positive social impact

whereas exposing women as a sex tool comes at the negative side.

SOCIAL IMPLICATIONS
1) Targeting Children in Advertising ²

Since children are innocent and easy to influence,advertisements take advantage of this fact to influence their thinking towards specific products.(60 per cent of watches,
55 per cent of motorcycles and 35 per cent of music systems-none of them children's products--were influenced by children)

2) Promotion of Materialism through Advertising ²

Given that there are a number of instances where advertising promotes materialism, this is a serious social implication of advertising

Economic Aspects
y As far as economic factors are concerned, funding for the media and

stimulating an active and competitive economy, are the major examples. y Big companies fund and subsidize the commercial media by the way of advertisements - economic infrastructure y Negative aspect of advertising - Purchaser has to pay more for the heavily goods and services

ECONOMIC IMPLICATIONS
1) Use of Celebrities in Advertising ²

Using celebrities in advertising is one of the biggest ways to lure the crowd towards any product. This greatly promotes inequality in distribution of income.
2) Increases price of products ²

The larger the budgets on advertising, the more will it affect the price per unit of the products sold in the market.

LEGAL IMPLICATIONS
1) Use of Sex in Advertisements ² Most countries prohibits underage

viewing of Sex. Hence, using Sex in advertisements has serious legal implication. Use of Comparative Advertising ² We often notice that different products try to highlight the feature of their product by comparing it to the features of its rival product. This is has severe legal implications and has witnessed one product being sued by another one in the past.
2)

Role in Modern World
y It creates awareness about the product y People tend to buy goods & services through what they hear or see y Advertisements should provide right information (the ingredients,

side effects, the purpose, etc.,) to the mass y People have begun to believe what they see VICKS ACTION 500 y It should not deceive people for promoting sales y Promoters should be ethically & morally responsible

Techniques
¤ Repetition ¤ Bandwagon ¤Testimonials ¤ Pressure ¤ Appeal to emotion ¤ Association ¤ Advertising slogans ¤ Guerilla advertising ¤ Subliminal messages ¤ Controversy

Forms
¤ posting in forums using your signature link ¤ business cards ¤ gathering an email file of your previous customers ¤ having home parties ¤ magazines ¤ newspapers ¤ directories ¤ online search engines ad ¤ having your own web site and exchanging linking banners ¤ TV and radio spots ¤ billboards ¤ fliers ¤ direct mail ¤ magnetic car signs and bumper stickers

Ethics
y Telling the truth seems like a pretty basic ethical standard. The

world's best example of truth in advertising may be a tiny "Help Wanted" ad that appeared in the London papers in 1900:

"Help Wanted"
y "Men wanted for

hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. Ernest Shackleton."

y Safeguard the interest of buyers at the micro level and the society at the

macro level
y Truthfulness in Advertising y The Dignity of the Human Person - through its content ³ what is

advertised, the manner in which it is advertised ³ and through the impact it seeks to make upon its audience. Lust, vanity, envy & greed. Children & young people, the elderly, the poor, the culturally disadvantaged.

Advertising and Social Responsibility

Socially responsible Ads

This is the picture by Nike showing the strength of their foot ball but in reality neither the footballs are so huge nor so powerful It is ethically wrong to show something that doesn't exist

Unethical
y Degrading rival·s product y Making exaggerated claims y Affecting cultural values y Sexual claim y Misguiding / false information / conceals information

y Ads for reputable companies almost never lie. They have to be able to

prove what they say to their own corporate counsel, the ad agency's lawyers, the network's approval committees and to any number of regulating bodies like the FDA and the FTC. With at least five different government agencies looking over our shoulder, the cost of being caught cheating is simply too high. y Raina, GM (sales & marketing), Dabur India Ltd, claims that his company withdrew an advertisement for Amla hair oil after their R&D scientists pointed out that the imagery of leaves falling from a tree suggested that the product would stop falling hair - an unsustainable claim

y Ban on Tobacco Ads ² Cigarette advertisements are

banned from public broadcast television in India and in all media in Norway, Thailand, Finland and Singapore. y Ingredients & Expiry date ² what is used in the product the mixture, the manufacturing date as the contents are chemicals / naturals over period of time it may combine to form new things that may be hazardous

Advertisers say
y Generates awareness among the public that which product is

OK or to which they should say NO. In other words, advertising also acts as an educator in the sense that it educates people what is GOOD and what is BAD for them and puts a ceiling on the harmful products like smoking and drinking etc.

Advertising can·t do
y Create an instant customer base. y Solve your money problems by

producing instant cash.
y Cure poor or indifferent customer service. y Create benefits that do not really exist. y Sell products and services that

nobody wants

Ads that Speak

Top ten brands
y Nokia y Colgate y Tata Salt y Pepsodent y Ponds y Lux y Britannia y Dettol y Lifebuoy y Vicks

Top ten service brands
y LIC y Airtel y State Bank of India y Reliance Mobile y BSNL y Tata Indicom y Indian Oil y Hutch/Vodafone y ICICI Bank y Bank of India

Advertising Agency
y Team of experts which services clients (advertisers) y Service business dedicated to creating, planning and handling

advertising (and sometimes other forms of promotion) for its clients y Is independent from the client & provides an outside point of view to the effort of selling the client's products or services. y Can also handle overall marketing and branding strategies and sales promotions for its clients. y Advertiser ² Advertising Agency ² Media owner

y Full service Agencies y Medium Service Agencies y Business - to - Business agencies

ROLES y Agents acts as Principal y Middle Position Clients y businesses & corporations, non-profit organizations and government agencies

Types
y Limited-Service Advertising Agencies - creation of advertising, "media-buying

services, y Specialist Advertising Agencies - particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on. y In-House Advertising Agencies - advertising services to themselves at a lower cost y Interactive agencies - mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile).

Cont«
y Search engine agencies hj - pay per click (PPC) and (SEO) search engine y

y y

y

optimization Social media agencies - promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, micro blogs,etc.2 Key services are social media marketing & online reputation management Healthcare communications agencies - strategic communications & marketing services for the Healthcare and Life Science industries Medical education agencies - creating educational content for the Healthcare and Life Science industries. Promotional education education and training materials tied to the promotion of a given product or therapy Continuing medical education - accredited education and training materials created for continuing physician and medical professional education.

y Other agencies - Enterprise technology agencies often work in

tandem with advertising agencies to provide a specialized subset of services offered by some interactive agencies: Web 2.0 website design and development, Content management systems, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms. y The student-run advertising agency model, which mainly operates out of university classrooms or as a student groups, provides free advertising services to clients in exchange for the educational opportunity.

y Advertising interns are typically university juniors and

seniors who are genuinely interested in and have an aptitude for advertising. Internships at advertising agencies most commonly fall into one of five areas of expertise: account services, interactive, media, public relations and traffic. y A LA CARTE Agency ² new product launch , rejuvenated products, packaging ideas, corporate identity schemes, sales conference, exhibition standards, or creative aspects of total advertising campaign

Agency departments
y Creative department y Account services y Media services y Production y Other departments and personnel

The World of Ad agency
The Advertiser Media Specialist

The Media

Advertising Agency
Suppliers

Professional Org·s

Training

Advertising campaign
y Series of advertisement messages that share a single idea and

theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.
y The critical part of making an advertising campaign is determining

a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities.

y Campaign themes - usually developed with the intention of

being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

Managing the Advertising Campaign
Whether the advertisers opts for an agency or does by himself these decisions are to be made :
y Setting the Advertising Objective y Setting the Advertising Budget y Selecting Media for Message Delivery y Creating a Message y Evaluating Campaign Results

Advertising objective
y Message about the product ² Details about the product y Message about the price - running short term sales y Message about the other promotion - special sales

promotions
y Message about the distribution - let customers know

locations to purchase the product

Advertising Budget
y Percentage of Sales ² based on previous year sales,

forecasting sales ² Big Cos
y What is Affordable ² Small companies spend whenever

the funds are available ² tight allocation
y Best guess ² New entrants depend on executive·s

experience for budgets

Selecting Media for Message Delivery
Characteristics by which different media outlets can be assessed include the following seven factors: y Creative Options ² to which extent creativity is allowed y Creative Cost - the expectation of quality for the media y Market Reach of Media y Message Placement Cost y Length of Exposure y Advertising Clutter - large number of advertisements y Response Tracking

Creating an Advertising Message
Things to be considered y General Message Factors - a) Characteristics of the Target Audience ;b) Type of Media Used ;c) Product factors ;d) Overall Advertising Objective y Message Structure - a) The Appeal [emotional, fearful, humorous, and sexual] b) Value Proposition [emphasize the benefits obtained from using the product] c) Slogan [word or phrase that is repeated across several different messages] y Message Testing - presenting advertising messages to focus groups

y Final step in an advertising campaign - measuring the results of

carrying out the campaign. In most cases the results measured relate directly to the objectives the marketer is seeking to achieve with the campaign. y Consequently, whether a campaign is judged successful is not always tied to whether product sales have since the beginning of the campaign. y In some cases, such as when the objective is to build awareness, a successful campaign may be measured in terms of how many people are now aware of the product.

10 Ways to Run Advertising Campaign
y Your Marketing Plan y Create a Plan of Action y Define Your Advertising Budget y Hunt for Affordable Opportunities y Know Your Target Audience y Advertise in Appropriate Mediums y Don't Be Afraid to Hire Freelancers y Consistency is Key y Frequency y Books

10 Tips for an Effective Advertising Campaign
y Go after your target audience y Highlight your competitive advantage y Establish an image y You have to spend money to make money. y Advertise in the right places. y Don't allow your budget to run your advertising y y y y

campaign. Diversify Don't try to be everything to everyone. Test your ads in advance Monitor your ads.

AIDA
Acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service: y A - Attention (Awareness): attract the attention of the customer. y I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). y D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. y A - Action: lead customers towards taking action and/or purchasing. y Nowadays some have added another letter to form AIDA(S): y S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product.

y Marketing today allows a diversity of products. Using a system like

this, allows a general understanding of how to target a market effectively. A.I.D.A however is an acronym that is necessary to learn in marketing. y Moving from step to step you lose some percent of prospects. This process is shown as "AIDA Inverted Triangle" figure. To improve AIDA Inverted Triangle sometimes it's recommend to split AIDA formula into two pair of promotional steps: 1) Attention + Interest 2) Desire + Action

Later evolutions of the theory have edited the AIDA steps. New phases such as conviction (AIDAC) & satisfaction (AIDAS) have been added. y One significant modification of the model was its reduction to three steps (CAB):
y Cognition (Awareness or learning) y Affect (Feeling, interest or desire) y Behaviour (Action).

y Along with these developments came a more flexible view of the

order in which the steps are taken, suggesting that different arrangements of the model might prove more effective for different consumer-to-product relationships.

Creative Ads

EXERCISES

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Benefits
¤ 3 R's of advertising These are retaining the loyal customer, reducing lost customers and recruiting new customers ¤ Reduction in per unit cost Advertising enables a businessman to increase the sales of the product. ¤ Increase in employment Advertising increases the sales volume of goods and provides employment to a large number of workers. ¤ Change in the living habits An effective advertisement brings about a rapid change in the habits and attitudes of people. ¤ Elimination of middleman Advertising awakens interest and provides utility of goods far and wide in the country.

Cont«.
¤ Acceptance of new products It introduces new products to the customers. ¤ Virtues of thrift It has a great educative value. It teaches the people the benefits of thrift and their responsibility to their dependents. ¤ Institutional management Advertising helps in building up a favourable image of the country

Some other benefits are
¤ Sales of entire line of product
¤ Increasing the sales of entire industry ¤ Advantages to consumers ¤ Encourages competition ¤ Social benefits ¤ Information to the customer ¤Takes care of customers ¤ Improves the sale of product ¤ Alters the attitudes of people ¤ Direct communication ¤ Increase employment ¤ Economic progress ¤ Religious and moral benefits