ADVERTISING

Advertising - Meaning

The word advertising is derived from a Latin word ‘Advert ire’ which means, to turn to, to announce publicly or to give public notice. Advertisements can be interpreted as to turn the attention of the people concerned to a specific thing which has been announced by the advertiser publicly in order to inform and influence them with the ideas which the advertisement carriers.

Advertising – Definition

1. Advertising is the mass communication of information intended to persuade he buyers so as to maximize income.

2. The American Marketing Association has defined that “Advertising as any paid form of non-personal presentation of ideas, good and services by an identified sponsor”.

3. Hence the definition can be redefined to state, “Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience”.

Advertising is a paid form – Advertising needs payments to the media organizations which publish advertisements in a large scale.

Advertising is a Non-personal communication – Advertisements are non-personal as against face to face personal selling.

Advertisements are given by an identified sponsor - Advertising is done by an identified sponsor and one can know who is behind the advertisements. Example – MRF tyres

Advertisements & Mass media – Advertisements are mostly related to selling of ideas, goods and services through mass mediums like TV, radio, newspaper, etc. to inform or persuade about the product before a consumer want to buy the product.

Nature of advertising

1. as it is generally known, advertising is a paid method of mass communication which is aimed at promoting goods, ideas and services by an identified sponsor.

2. it is not delivered by an actual person but only through a media.

3. Advertising is done by commercial and non-commercial organizations but it is mainly referred to commercial organizations.

4. it is very speedy, permitting an advertiser to speak to millions of buyers only in a few hours.

5. advertising plays an important role in moving the goods from producers to consumers.

6. advertising may be used productively for the benefits of producers, traders consumers and country’s economy.

7. advertising is an art. It include message, theme and its layout including caption, illustration etc. is an art on which the success and failure of advertising.

8. advertising is a science. Various principles, objectives, techniques and strategies of advertising have been developed using science.

Scope of advertising

1. selection of media with a view to stimulate sales amongst consumers.

2. increasing support to dealers, distributors, wholesalers and retailers and the sales force are the main functions of advertising.

3. maintenance of brand loyalty amongst the customers.

4. advertising projects an image in the minds of the people who are customers of the company’s products or who are closely related with the company such as share-holders, government, creditors and the general public.

Merits or Advantages of advertising

1. advertising encourages price competition by giving the consumer a free choice of products and services.

2. advertising gives us the freedom to choose among many products.

3. advertising encourages the research and development of new and better products.

4. political advertisements create awareness of a candidates stand on various issues that in turn give the choice of choosing or electing leaders.

5. advertising can be successfully utilized in raising funds for various social and educational causes to make the public aware of the dangers of smoking and drugs.

6. it can also help to promote national integration to find jobs for the unemployed and the handicapped.

7. many useful and educational programmes have been sponsored by companies that advertise.

Demerits or Disadvantages of advertising

1. advertising adds to the cost of products and services which is then passed on to the consumers.

2. advertising persuades people to buy products that they don’t really need.

3. many expensive items are bought purely for ego or social reasons.

4. advertising is not always truthful.

5. it relies on misleading claims and sometimes engages in deceptive advertising to sell products

6. many advertisements are exaggerated to inflate positive effects.

7. advertising is polluting our mental environment by repetitive and loud messages.

8. advertising affect interpersonal relationships by perpetuating stereotyped sex roles.

Functions of advertising

Advertising does the following three functions

Economic function

1. all the advertisement has to do is to sell a product of service.

2. advertising also performs the economic function by being an art of persuasion. It also is helped by the science of layout, visualization, print production, etc.

3. advertisements sometimes do the sales job in a indirect manner.

4. advertising creates wide markets. Sales information is conveyed to millions of people far and wide using different medias.

5. as a profession it employs both creative and non-creative persons – persons as account executives, media planners, art directors, administrative heads, copy writers, etc.

6. it also indirectly gives employment to a host of other functionaries like commercial artists, media employees, studio people, free lancers, radio and TV announcers, etc.

Economic function

1. advertisement has affected to the core cultural values but the subsidiary cultural values. For example to get a married is a core culture value; advertising cannot change it by telling people not to marry. Whereas to marry late and not at an early age is subsidiary cultural value.

2. advertisement is a mirror of the society in which it operates. It reflects the cultural values of the society. Example ramraj dhotis, sarees advertisements

3. advertising has improved our standard of living. We have realized the value of comfort available to us from the AC, the refrigerator, the pressure cooker, computer, etc.

4. advertisement invests a new product with confidence – confidence about it function, quality price and availability.

5. advertisements for social causes like cancer prevention anti-dowry campaign family planning etc. make us socially responsible.

Psychological function

Advertising is closely linked to consumer behavior. It affects the personality of the consumer, his concept of self, his attitudes, beliefs and opinions, his life-style etc. example lion dates syrup, raymonds coat suit.

Role of advertising

Societal – write in the functions of advertisements

Economical – write in the functions of advertisements

Communication

The effectiveness of advertising depends upon to what extent the advertising message is received and accepted by the target audience. Research has identified that an advertisement to be effectives has to (AIDA model)

1. attract Attention2. create Interest3. building Desire4. obtaining Action

Attract attention

The layout is the most important factor that directs attention to an advertisement. It includes typography, colors, movement in advertisement, celebrities in the advertisements, model selection, etc.

Interest

Most people see the illustrations and do not read the copy. Here illustrations have to work hard. They should together with headlines must provoke further reading. The selection of the illustration and its integration to life are thus very important. Even copy format is important for interest creation.

Desire

The basic purpose of advertising is to create a desire for the product of service being advertised. It is function of appeals used for the motivation of people. Vivid description or copy always helps. Physiological as well as psychological, make people purchase products.

Action

The logical end of the desire aroused is to buy the product

1. products are associated with the company – Example hero Honda2. the message is repeated – wood wards grape water 3. certain immediate action appeals are used – glucose.

Types of advertising

Based on target audience

On the basis of audience advertising may be classified as consumer advertising, business advertising and firm advertising.

Consumer advertising

In consumer advertising, appeals are directed to consumers who ultimately

purchases the product for consumption. The producers who are engaged in the

production of consumer goods generally utilize this type of advertising because they are

to sell their goods to them through various agencies such as wholesalers, retailers,

departmental stores, etc.

Business advertising

Advertisement which means for business purpose are called as business

advertisements. Business advertisements generally are published through newspapers,

radio and television stations which have national level consumption. It can be classified

as Industrial advertisement, Trade advertisement and Professional advertisement.

Industrial advertisement

The producers of industrial goods use such advertising in which appeals are

directed to create demand for their industrial goods by urging industrial users to purchase

the product advertised.

The following are most important in this type of advertisement

1. to inform the users of the industrial products technological and other developments.

2. to speed up sales of industrial products by announcing several concessions.3. to motivate distributors.

Trade advertising

Trade advertising is addressed to distributors, agents, wholesalers, retailers by the

manufacturer. The purpose of trade advertising is therefore to secure distribution, that is

to ‘sell in’ to the trade. Manufacturers use trade advertising to persuade retailers or

distributors to stock their products to feature them in their store by offering introducing

discounts, display materials and telling them about the consumer advertising support.

Professional advertising

Professional advertising refers to the advertisements aimed at professional person

like doctors, lawyers, etc. by any other person. It is made by the manufacturers who sell

their products either to such professional or to consumers on their advice or

prescriptions. In professional advertising, personal selling plays a very important role

because the appointed salesmen go to such professional and convince them with the

qualities of the product, their company has manufactured so that he may recommend that

product to his client.

Farm advertisements

Farm advertising falls in the unique category of being both the consumer as well

as business advertising. The farm is both producing as well as a consuming unity. This

duality also led to the development of specialized media designed to reach farmers and

their families. Some specific Journals on agriculture accepts farm advertisements. This

advertisements explains how the crops should be maintained and water management and

other aspects of the crops including pest managements. This type of advertisements are

published through the agriculture based Journals and it is very specific in nature.

Based on Media & Purpose

There are various forms of media of publicity and can group them under the following heads.

1. Print media : Newspaper and Magazines

2. Electronic media : Radio, Television, Films and video

3. Outdoor Media : Posters, boards, electric display, vehicular advertising, sandwich boards and shy writing.

4. Direct Mail : circular, business reply, envelops and cards, price lists, catalogues, leaflets and folders, book lists, gift novelties and personal letters.

1. Print Media

Press advertising remains the most popular and effective method of publicity today. Newspaper and Magazines have become the part of the culture and political life of people today. It plays a very important part in advertising.

Newspaper

Newspapers are bought largely for their news value and are widely read by the

people in cities. In India there are number of newspapers both in English and many

regional languages. Hence a message given in newspapers, may have a better impression

on the minds of the people and it may be more specific, clear, complex and lengthy. The

marketer’s choice of newspaper for printing advertisement depend s upon many factors

such as its area of circulation, type of newspaper, acceptability of advertisements by the

newspaper printers, time to be taken by the publisher in printing the advertisements, etc.

Magazine

Another medium under press publicity is magazines and journals published

periodically ate regular intervals i.e., weekly, monthly, quarterly or annually. It is

common experience that a newspaper is not only read casually but a reader very rarely

goes through its pages again and again. On the other hand, magazines and journals are

read at leisure and with care when the reader is not only read is mentally prepared to

receive the advertisements. A magazine or journal has a long effective life. Besides, the

same copy is usually read by a number of people and thus has a value greater than its

circulation.

From the advertisers point of view, magazines are classified as

General Magazines – its meant for general appeal – example The week, Frontline, The Blitz, etc. Such magazines are read by all irrespective of their sex, age, profession.

Specialized Magazines – its meant only for specialized group. They cater to a readership with clearly defined specific interest – example Femina for women community, Commerce for business community, Cinema Express for cinema fans, sports star for sports community, etc.

Special Issues Magazines – special numbers of Annual number of journals also cover varied interests. Example Telephone Directories.

2. Electronic Media

Electronic Media such as Radio, Television, Film and Video reach almost every nook and corner of the country.

Radio

As far as Radio concerned, almost every house in India has radio. Over the years,

radio ha become a very popular and effective medium of advertising products in our

country. Radio advertising is a new advertising media having a history of about 50 years

to its credit. Radio advertising in India was started in November 1967 when Vivith

Bharathi was started. Radio advertising may be described as word of mouth advertising on a whole scale. It is only because the advertiser delivers message orally and not

visually. It is quite different with other media because it makes appeal to the ear and not

to the eye, with the effect that the message is conveyed to the mass whether literate or

illiterate. Advertisers using the radio as the medium of advertising may be national,

regional or local. It serves local rather than national or regional markets, because of

many factors such as language problems or the appeal to the listeners may be different

from region to region.

Radio timings for commercial advertisements are called as ‘Radio Spots’.

Depending on the message content the timings of slot can be chosen. It can be for

general audience during the broadcast of film and dramas or special audience during the

farm and home, women’s programme and children’s programmers.

Television

Television is a very attractive medium for advertising. The position of radio

publicity is now being gradually taken by TV advertising. TV provides a scientific

features of sound, sight, motion and immediateness that no other medium has been able

to provide so far. That is why TV is the best selling method ever invented. This media is

particularly advantageous for those advertisers whose products require demonstration. In

villages where 80 percent of the people living hardly have any TV set except in

community centers and that too only at the places where electricity is available.

Moreover the transmission is limited and many centers do not have TV towers. Now

facilities are gradually being extended for commercials on TV in India. Sponsored

programmes have also been started on TV.

Film Advertising

Film advertising is an excellent medium of advertising since it is a popular

medium of entertainment in to days world. It has advantageous of sound, motion,

visually and timeliness. Film of motion pictures used as the medium of advertisements

a. Documentary

A documentary film is probably used for publicity aspect and in most cases is

educative in character. It has a broad aim and generally describes the various aspects of

an industry, products as whole avoiding the brand name or firms names as far as

possible. Such advertisements are generally made by manufacturers association or

government.

b. Advertising film

Advertising films are short publicity films which are generally shown in carrying

the sales messages of a particular manufacturer of brand. They generally, put the sales

message into a short story to interest. The audience but without containing entertainment

elements. Such films have a short life and have generally to be replaced by new shorts

presenting the message in a manner that will sustain public interests.

c. Sponsored advertising film.

Sponsored films are combination of advertisements and entertainment. Such films are not of short duration. Cartoon films fall under this category.

Video Advertising

The video advertising is one of the better medium of advertising in recent times.

Most of the entertainment based video records are produced with advertisements. Most

of the film based video records carry a larger number of produce advertisements to catch

the consumers. This type of advertisements are very short duration for example 10 or 20

seconds duration. Besides film based video programmers, others news worthy cassettes

also carry a particular type of advertisements meant for the specific audience.

3. Outdoor Advertising

Outdoor advertisement is the oldest form of advertising and remains the most

common medium every day. Press publicity is basically indoor advertising as

newspapers and magazines are generally read indoor. Outdoor advertising projects the

message to a large number of people of various interests and as such the products that

need a wide appeal use his method of advertising. Outdoor advertising is meant public

and provides the advantage of reminding the people frequently of the products and their

specialties. This advertisements are successful one and it has various form:

a. Mural or Poster advertising

Poster advertising refer to posters which are often pasted on walls. They bring big content pictures etc. Advertising for a film is done in this method.

b. Advertising boards

Advertising boards are also posters kept at a certain fixed places especially at

points where people frequently assemble such as bus stop, railway station. These boards

are made of metallic sheet enclosed in a wooden frame and fixed with a panel having a

specified height at main junction. In big cities there are corporations which provide space

of specially for pasting posters.

c. Electronic display

It is the newest and the most attractive form of outdoor display. It attracts attention easily and acts as a memorize even when it is dark all around.

d. Transport advertising

It refers to moving advertising. The advertisement on moving vehicles such as

trains, buses, taxis, offer good examples of this type of advertising. This is very useful in

reaching consumers at a very advantageous point in time, while they are embarking on a

shopping trip. This method is a low cost medium and is considered to be very effective.

e. Sandwich board

This type of advertisements hire persons who move in a procession with boards

and notices in hands and also playing musical instruments to attract the attention of the

general public. The cinema theatres usually arrange this kind of advertising whenever

new pictures are released.

f. Sky advertising

It is one of the recent form of outdoor advertising. In this form an aero plane writes the name of the product of the producer in the shy.

4. Direct Mail advertising

Direct mail advertising is direct in its approach and hence referred to as ‘directing

advertising’. In this advertisements message is sent direct to the customers by mail. It is

one of the most important and oldest form of advertising. In sending the message by post

is best example for direct mail advertisement.

a. leaflets are simple sheets of paper printed on one or both sides.

b. Sales letters or post cards may be handwritten or types communicated to customer.

c. Folders are also simple sheets of papers folded in an attractive manner

d. Catalogue is an exhaustive list of the products of a manufacturer indicating the price of each product and quality.

e. Booklets consist a number of paper sheets bound in the form of a small book containing all the necessary information in detail.

f. Brochure is also a booklet containing a detailed history of the manufacturer and of the product, explaining each and every aspect of the product with or without the help of pictures or photographs.

Advertising on the basis of message advertised

The advertising, can be classified on the basis of message advertised such as 1. product advertising 2. institutional advertising (or) Corporate advertising

Product advertisingProduct advertising, as the name suggests, deals with the non-personal selling of a particular good or service. Most advertising is of this type and designed to promote the sale or reputation of particular product or brand or service. This type of advertising may be done by manufactures, middlemen, or a retailer-dealer and it may emphasize the product itself or some of its features such as price, service or quality directly associated with it.

Product advertising may be primary demand and selective demand advertising. The primary demand advertising, appeals are directed to create demand for a particular type of product rather than for specific brand. For example, demand for scooters in general rather than demand for a particular make of scooter is generated. In contrast to this in selective demand advertising appeals are directed to promote the sale of a specific make of the product, for example, of Bajaj scooters rather than promoting the demand of scooters in general.

Institutional or Prestige or Corporate Advertising

It is also known as ‘prestige’ or Corporate advertising. The main objective of this type of advertising is to create a favorable attitude or image towards the institution or business in the eyes of shareholders, employees, suppliers or the general public. Institutional advertising does not attempt to sell a particular product but its main aim is to generate a public image of the organization as a whole.

Corporate advertising may be designed to 1. maintain the company’s reputation or good will among specific public or business

audience.2. enhance company’s image by promoting good causes such as award winning

advertisements.3. establish a level of awareness of the company’s name and nature of business.4. educate the audience on subjects of importance to the company’s future (for

example, profits, economics, prices, government controls, etc.)5. bring about a change in specific attitude of the audience towards the company or

its products.

Advertising based of format of reproduction

Based on format of reproduction, newspaper advertisements may be classified s Display and Classified advertisements.

Display AdvertisementDisplay advertisements are the large advertisements, often spread across several columns or whole pages. Display advertisements occupy more than half of the total available space of the magazine or newspaper. It is called as display because the size of the advertisements are large and have an illustration with bold type faces telling an information and running matter called copy detailing the message. The emblem or the logo of the sponsor will be on display in the advertisement and it may be multi-color in special supplements of the leading newspapers. Two types of display advertisement

1. local display advertisement – placed by local businessmen, organizations or individuals

2. national display advertisement – given by big national concerns

Classified AdvertisingClassified advertisements appear on a specific page and position. Small advertisements or classified advertisements are the few lines of small type announcing births, marriages and deaths, house and car sales, personal announcements and the like. The rate is determined by the number of words in the insertion. The message is told in least number of words with clarity and simplicity. It reaches special audience, the newspaper readers and is effective.

Classified advertisements are regularly published at the some page of the newspaper or journal. Advertisements published on the fourth page of the Indian Express under caption situation vacant, educational, court notices, etc. are examples of classified advertisements. This class of advertising is a very important source of revenue to the publishers. Newspapers sometimes carry advertisements with illustration in the classified section. These are called as classified display advertisements.

Advertising on the basis of producing unit

On the basis of production, advertisements may be classified as follows

Company Departmental AdvertisingMost of the big companies, have created separate departments for their advertising with separate managers. This department decides that which medium should be chosen and when the advertisements have to be given. This advertisements is called company departmental advertising.

Agency AdvertisingInstead of creating a separate department, some companies, most of the small companies, need advertising agencies for their advertisements. This type of advertisements are called as agency advertising.

Retailer Advertising

Retail sellers, place their advertisements through various type of media to increase their sale. Generally big sellers only create separate advertising departments. But small sellers need advertising media through their workers whenever there is need. This type of advertising can be called as retailed advertising.

Media department advertisingThe main revenue source of newspaper is advertising. Hence, most of the newspapers and radio and TV stations have separate departments to conduct the producers and sellers for the purpose of making revenue through advertising. The workers of this department persuade the advertisers and get the advertisements for their newspaper.

Advertising on the basis of timings of responseOn the basis of timings of response, advertising may be direct or indirect action advertising or direct-indirect advertising.

Direction Action AdvertisingIt stresses and persuades immediate buying of the product is known as direct action advertising. Advertising for consumer items requires immediate action and attention. It aims at generating immediate response from the customers in the form of sending orders for the goods advertised or requests for further information. Such advertising contains the sales technique of offering coupons along with the product and request customers to redeem them at once or the advertiser arranges a draw at a fixed date offering certain prices.

Indirect Action AdvertisingIt as against direct action advertising, does no attempt to bring about an immediate behavior response. Rather it attempts to create favorable attitude towards the sponsor and his products or services. The main objectives of such type of advertising is to build up the reputation of the brand advertised and to enhance necessity of the branded products offered through building mental associations relating to them. It has long-run objectives.

Direct-Indirect Action AdvertisingIn most of the cases, manufacturers combine the two types of advertising – direct action and indirect action advertising. Such advertising has double objective, one being to present a message which will help build desired mental associations about a brand, and the second being to get immediate response of some kind, in the form of an order to receive a premium.

Advertising based on demand influence levelOn the basis of demand influence level, advertising may be primary demand advertising and selective demand advertising.

The primary demand advertising, appeals are directed to create demand for a particular type of product rather than for specific brand. For example, demand for scooters in general rather than demand for a particular make of scooter is generated.

In contrast to this in selective demand advertising appeals are directed to promote the sale of a specific make of the product, for example, of Bajaj scooters rather than promoting the demand of scooters in general.

Advertising on the basis of appeal

Advertising may be classified differently on the basis of advertising appeals.

Rational appeal advertisingThis type of advertisements are based upon the premise that the buyer is a rational, economic buyer and his buying decision is entirely based upon the utility of the product. He is interested in maximum such utility. Additionally, a price advantage will be looked at favorably by a rational buyer. The service support set up which is efficient and cost conscious would have a positive influence on the buyer. (in this type consumer expecting low price, long life, satisfaction, quality and quantity, etc)

Emotional appeal advertisementIn this type, the emotional appeals are designed to evoke and satisfy the psychological needs of the buyers. These needs are generally ‘wants’ rather than ‘needs’. These appeals are in the area of love, friendship, to be considered important by others, to be a responsible parent, to look better, etc. Diamond and jewelry are sold on the basis of love for the wife and life insurances sold on the basis of providing to the loved ones.

Positive appeal advertisementThe positive appeal emphasizes what the product will do to satisfy consumer needs. The product may be advertised as the best in the market and the company may advertise itself as number one. Some special unique features of the product may be strongly stressed. Positive appeal advertisements convey some repeat message and create confidence and assertiveness in the buyer. They emphasize that the product service will change the lifestyle of a consumer from good to better.

Negative appeal advertisementThe negative appeal advertisement is generally putting ones own product down so that people are impressed by the honesty and straight forwardness and therefore buy the product. For example, the second largest car rental agency in America, Avis Corporation put out advertisements saying, “we are only number 2” and this caught the attention of the reader.

Fear appeal advertisementFear appeal advertisements use scare tactics and portray a threatening situation for which the advertised product offers the best solution. Insurance companies often capitalize on the fear of the most families who are scared to think of what would happen if the head of the household passes away. In addition to insurance companies, fear appeals have been successfully used by the American Cancer Society in its anti-smoking campaigns, by nutritional experts against gaining weight, automobile repair companies against bad brakes in cars and so on. Advertisements such as AIDS, cancer, smoking and other contagious deceases can be cited as good examples.

Humorous appeal advertisementThis types are attention getters and even though some advertising campaigns have been highly successful using humorous appeals. Repetitive humorous appeals reduce even the attention getting aspect drastically. The biscuits advertisements such as Britannia marie is a good example for this type.

Sex appeal advertisementBeautiful girls are used as models for advertising many types of products and services. These appeals are highly successful when the products and services can be related to the models such cosmetics, jewelry and fashion clothing.

Political advertisingPolitical advertising is a new marketing communication technology applicable to political canvassing or the publicizing of political issues. In modern elections, this type of advertising has assumed importance in canvassing. TV permits political candidates to address a large number of people at one time and allows millions of people to see as well hear candidates through advertisements, talks shows and debates. It is said that the use of media advertising in the political process enable people to become involved more easily in political affairs and to become more informed about the choices available to them. The role of media advertising in developed countries more important in political campaigns, as more and more electoral candidates becoming skilled in addressing their constituents by electronic media such as TV and radio and in presenting their views on controversial issues.

Public service advertisementThis type of advertisements highlight social issues such as dowry, alcoholism, communalism, sati, national integration, family planning, pollution, care for aged and the disabled, campaigns against drugs and smoking and cautious driving. Their main purpose is public education through hard-hitting didactic messages. They do not sell any products or services but “messages” and “ideas”. Moreover, these advertisements are introduced by enlightened corporations and public bodies. Public service advertising is concerned with social issues that affect the community. This type of advertising may be sponsored by either a business organization or a non-profit charitable organization who may ask for contributions for the service of a good community cause such as child abuse or health hazards of smoking.

Marketing

Marketing is process of seeking a response from the other party and ensuring that the transaction is completed in physical, commercial and psychological term.

Marketing is a process of a satisfying different types of demand of two parties

Marketing is not solely for making profit, but its gamut has been widened to include the sensitive issues such as society, community, environment and morality.

According to Phillip Kotler, the process of marketing deals with working with the markets to actualize potential exchange for satisfying human needs and wants.

AMA definition – it has deleted the word ‘profit’ from its old definition. That is because many marketing professional are now working for NGOs and non-profit organizations.

Concern for environment, healthy social change, development of communities, community health, problems of the girl child, rural development etc are some of the topics that have gained attention of marketers.

Marketer

When a party is more interested than the other to effect a transaction, it is called Marketer. The other party is called buyer.

A marketer or buyer can be an individual too. A marketer may be a person who is keen to purchase a good or service but the other person (seller) may not be willing to sell his good or service to the former. Example : a lady walks into a fashion store and wants to buy a popular brand of lipstick at a price that is lower than the listed price of the lipstick. The shopkeeper knows that he can sell his lipstick at the listed process and so, he rejects her offer.

A marketer may also be a person who is keen or even desperate to sell a good or service but the other person (buyer) may not be willing to buy that good or service from the former. Example : a pest control agency wants a housewife to get her home sprayed with insect repellent chemical. The land may be too busy to get this operation carried out at her home. As such she may ward him off and tell him to come on some other day of the week.

Market

A market consists of all those potential customers who share a particular need or want and are willing to engage in the process of exchange to satisfy that need or want. Such members of the markets may be located in the local, regional and global markets.

Brand managementPositioning

Brand personalityIt takes image characteristics of a brand and renders them in human terms as seen by the consumer. A well-established brand has a clear brand personality. Closely positioned brands may also acquire distinct personalities as a result of exposure to the product, packaging, service word-of-mouth and advertising. In consumers eyes, close-up is the attractive girl next door, Colgate is the mother, whereas Cibaca Top is someone who lives on the 17th floor and about whom no one knew. Cibaca does have a personality problem. For the consumer to be at home with our brand, she must be comfortable with its personality. Brand personality must be consistent over a period of time. Some common examples are the Liril girl under the waterfall, the muscle man for MRF tyre, Charlie Chaplin for Cherry Blossom Polish.

Brand image and USP (Unique Selling Proposition)USP makes the consumer identify the brand with a particular benefit. Brand stimulates an association of the benefit. There is one essential difference between USP and the brand image. The former established itself by logic and rational appeal. The latter does so by psychological and emotional appeals.

Brand equity

USP (Unique Selling Proposition)USP makes the consumer identify the brand with a particular benefit. As an illumination, a USP for a detergent would be an “Ingredient-X” as a selling point and “brighter clothes” as a benefit. USP may not work out for long. USP remains ours in such cases for a while, is adopted by others sooner and becomes dated thereafter. Do we remember who is to be associated with ‘frost-free’ fridge – is it BPL Sanyo or Godrej or Videocon? Premium brands therefore, find USP alone to be inadequate and highlight a combination of assets to remain unbeaten.

Case study

6p’s of marketing

basic needs

marketing based advertisement

Web advertisementThe internet mediumHow to attract customer to your websitePoints to consider in your web marketing program

Unit – 3

Components of advertising

1. Advertiser

The person or the organization who is going to advertise is advertiser.

2. Advertising agency

Definition

Advertising agency is defined as “an organization whose business consists in the acquisition as a principal of the right to use space or time in advertising media and the administration on behalf of the advertisers. It does not sell any tangible products, it sells creative talents an its past experience. Thus it is an organization specially created for rendering services in advertising.

Advantages of using advertising agency

There are many advantages of using an Advertising agency:

1. for a small advertiser it is more profitable to the services of an agency than to keep a separate advertising department inside the company

2. advertising agencies have close association with media owners. Hence, it can obtain space at competitive rates to the advertiser.

3. the advertising agency provides employment opportunities to artists and similar skilled people.

4. besides advertising agency advice and services, the agency offers help in other marketing activities such as marketing research.

5. an advertising agency possesses the experience of the problems faced by its clients.

6. advertising agency can help the organization in choosing the most suitable medium of advertising.

7. the agency is paid by the media owners. The advertiser pays nothing for the use of an agency while buying advertising space. He pays the same cost if he places an advertisement directly with the media owner.

Selection of advertising agency

The selection of an advertising agency is by no means an easy task. The advertise decides to use an agency mainly because he wants additional talent to help in plan and carry out an advertising programmed. The problem of selection, obviously, is one of evaluation the ;skills and capabilities of an agency. The following points are generally kept in mind while choosing an advertising agency.

1. financial soundness, general reputation, facilities and abilities available size and adequacy of the staff

2. basis of remuneration, relationship they maintain with advertisers, products advertised, availability and relationship with the media owners.

3. whatever the basis of selection, once an agency is selected, the relationship between the advertiser and the agency should be cordial.

4. the advertising agency should not be a more a “yes-man” of the advertiser, but should be capable of giving him objective advice.

Code of Ethics for Advertising Agency

The following are excerpts from the code of Ethics for Advertising issued by the Advertising Council of India (ASCI). The advertising agency which renders its service in India, should follow the following codes for advertising.

1. advertising should be so designed as to conform not only to the laws but also the moral, aesthetic and religious sentiments of the country in which it is published.

2. no advertisement likely to bring advertising into contempt or disrepute should be permitted.

3. advertising should be truthful, avoid distorting facts and misleading the public by means of implications and omission.

4. no advertisement should be permitted to contain any claim so exaggerated as to lead inevitably to disappointment in the mind of the public.

5. methods of advertising designed to create confusion in the mind of the consumer as between goods by one maker and another make are unfair and should not be used. Such methods may consist in a) the imitation of the trade mark or name of competitor or the packaging or labeling of goods b) the imitation of advertising devices, copy, layouts or slogans.

6. advertising should endeavor to gain the good will of the public on the basis of the merits of the goods or services advertised. Direct comparison what competing goods or firms and disparaging references are in no circumstances permitted.

7. indeed, vulgar, suggestive, repulsive or offensive themes or treatments should be avoided in all advertisements.

8. no advertisements should offer to refund money paid.

9. the use of national emblem is prohibited by law in advertisements, trademarks, etc. except by government agencies.

The Structure of an Advertising Agency

In order to achieve a complete advertising service for its client, the advertising agency has to look after the following task 1. copy writing 2. art, picture, photographs 3. media planning and buying of space 4. radio and television – producing commercial spots 5. the work of market research 6. production – film or tape 7. public relation 8. merchandising 9. sales promotion devices 10. forwarding the advertising materials to the media owners and the clients in time. Advertising does more than simply informing it promotes sale also. It tries to persuade, inform and also remind the customers.

To give the satisfying job to the clients every advertisement agency has three basic section in their agencies.

1. Creative Department2. Media Department3. Administrative Department

Besides these departments now a days two more section are included.

4. Production Department5. Marketing service Department

1. Creative Department

This department deals with arts copy and film works regarding advertisements. Copy writers and artists work and produce the needed advertising copies for the agencies. Copy writer is considered as an important Executive next to Account Executive in the agency. This section deals with the preparation of the advertisements. It involves

a. writing the copyb. selecting an illustrationc. preparation of layoutd. reproduction of advertisement for the selected media.

a. CopyCopy of an advertisements consists of the written or spoken material which includes headlines, coupons, name and address of the advertiser and the main body of the image.

b. IllustrationIllustration may be in the form of a photograph, drawing, reproduction of a painting or cartoon.

c. LayoutLayout refers to the physical arrangement of all the elements in an advertisement. Layout is concerned with placing the headline, copy, illustrations of the advertisement most attractively within the allotted space or time.

Media Department

Media department of the agency chooses the best media for the advertiser. This department select the medium-press, radio, television and outdoor for placing the advertisement of the advertiser or clients. Media selection is the job of finding the best possible places for the advertiser to present his message. Print media, electronic media, outdoor mediums etc are used for advertisements.

Advertisement Department

Administrative section officials of the ad agency control the activities of the ad agencies. Complete agency controls are determined by these people. Top executive is the headman of this section. He is considered as the key man of the agency. His job is usually a combination of contact, plans and merchandising work. The account man must have a good general knowledge of all phases of advertising, merchandising and general business practice. In many cases, he must also be a creative man, able to aid in building plans for a campaign and to suggest solutions to the client special advertising problem. Accounts Management, Public Relations and Records maintenance and market research are the main duties of the administrative department.

Production Department

As shown in the chart, this department is responsible for the production of films, posters, notices and direct mails. Though most of the works of this department is like a creative department, it specialize the creation of the above. Here art and layout man and copy writers join to produce special type of work.

Marketing Service Department

Now a days, the big advertising agencies give additional services for their clients. The Marketing Service Department deals with these additional services. This department deals market research, product research or product testing, ad copy testing and audience research for the benefit of their client advertisers. Consumer behavior

A marketer needs to understand consumer needs. A consumers buying behavior is influenced by cultural, social, personal and psychological factors.

Cultural factors (good things)

Cultural and subculture are particularly important in buying behavior. Cultural is the most fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions preferences, and behaviors through his or her family and other key institutions.

Social factors

Social class show distinct product and brand preference in many areas including clothing, home furnishing, leisure activities and automobiles. Social classes do not reflect income alone, but also other indicators such as occupation, education and area of residence and many other characters.

Characteristics of some social classes

1. Upper Upper ClassThe social elite who live on inherited wealth. They give large sums to charity, maintain more than one home, send their children to the finest schools. They are a market for jewelry, antiques, home and vacations.

2. Lower Upper Class

persons who have earned high income or wealth through exceptional ability in the professions or business. They usually come from the middle class. They tend to be active in social and civic affairs and seek to buy the symbols of status for them selves and their children. They would like to impress those below them.

3. Upper Middle ClassPosses neither family status nor unusual wealth. They are primarily concerned with ‘career’. They have attained positions as professionals, independent business persons and corporate mangers. They believe in education and want their children to develop professional or administrative skills. They are home oriented and are the quality market for good homes, clothes, furniture and appliances.

4. Middle ClassAverage – pay white and blue collar workers who often buy products that are popular to keep up with rends. The middle class believes in spending more money on worth wile experiences for their children and aiming toward a collage education.

5. Working ClassAverage – pay blue – collar worker and those who lead a working class lifestyle, whatever their income, school back – ground or job. The working class depends heavily on relatives for economic and emotional support, for tips on job opportunities, for advice and for assistance.

6. Upper Lower ClassUpper Lowers are on working, although their living standard is just above poverty. They perform unskilled work and are very poorly paid. Often, upper lowers are educationally deficient.

7. Lower Lower ClassLower Lowers are on welfare (government support of funds), visibly poverty stricken and usually out of work. Some are not interested in finding permanent job and most are dependent on public aid or charity for income.

Personal factors

A buyers decisions are also influenced by personal characteristics. Theses include the buyers age and stage in the life cycle, occupation, economic circumstances, lifestyle and personality and self-concept.

People buy different goods and services over a lifetime. They eat baby food in the early years, most foods in the growing and mature years, and special diets in the later years. Taste in cloths, furniture and recreation is also age related. Consumption is shaped by the family life style.

Occupation also influences a persons consumption pattern. A worker will buy work clothes, work shoes. A company president will buy expensive suits, air travel, etc.

Psychological factors

A persons buying choices are influenced by four major psychological factors motivation, perception, learning and beliefs and attitudes.

MotivationA person has many needs at any given time. A need becomes a motive when it is

aroused to a sufficient level of intensity. The needs are recognition, esteem, etc.

PerceptionPerception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world. The key word in the definition of perception is individual. One person might perceive a fast-talking salesperson as aggressive and insincere and another, is intelligent and helpful. People can emerge with different perceptions of the same object.

LearningWhen people act, they learn. Learning involves changes in an individuals

behavior arising from experience.

Beliefs and attitudesThrough doing and learning, people acquire beliefs and attitudes. These in turn

influence buying behavior. A belief is a descriptive thought that a person holds about something. People have attitudes toward almost everything, religion, politics, clothes, music, foods. Attitudes put them into a frame of mind of liking or disliking an object, moving toward or away from it.

Five stage model of the consumer decision-making process

Problem recognition / needs

Information search

Evaluation of alternatives

Purchase decision

Post purchase behavior

Problem recognition / needsThe buying process starts when the buyer recognizes a problem or need. The need

can be triggered by internal or external stimuli. In the former case, one of the persons

normal needs-hunger, thirst, etc and the latter case a need is aroused by an external stimulus.

Information searchAn aroused consumer will be inclined to search for more information.

Information searchThe person may enter active information search looking for reading material,

phoning friends and visiting stores to learn about the product.

Evaluation of alternativesIn this the consumer is trying to satisfy from the product solution. The consumer

see each product as a bundle of attributes with varying abilities of delivering the benefits sought to satisfy this need. Example – cameras – picture sharpness, camera speeds, camera size, prize.

Purchase decisionIn executing a purchase intention, the consumer may make up to five purchase sub

decisions like a brand decision, vendor decision, quantity, timing decision and payment method decision.

Post purchase behaviorAfter purchasing the product, the consumer will experience some level of

satisfaction or dissatisfaction. The marketers job does not end when the product is bought. Marketer must monitor post purchase satisfaction, post purchase actions and post purchase product uses.

ASCI (Advertising Standard Council of India)

In order to enforce an ethical code we in India now have the Advertising Standard Council of India. It is a non-profit organization set up by 43 founder members who are involved with advertising in one way or the other. ASCI proposes to adjudicate on whether an advertisement is offensive and its decision will be binding on its members. It proposes to deal with the government if there are any disputes.

Guidelines of ASCI

1. to ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertising.

2. to ensure that advertisements are not offensive to generally accepted standards of public decency.

3. to safeguard against indiscriminate use of advertising for promotion of products.4. to ensure that advertisements observe fairness in competition so that the

consumers need to be informed on choices in the market place.

Testing adCopy writing

Different Types of copyCopies can be written in several forms

1. Scientific copyIn this copy the technical specifications of a product are explained in scientific terms. It conviction value to the copy. Saffola-a low cholesterol edible oil makes use of a scientific copy.

2. Descriptive copy In a non-technical manner, the product attributes are described. The copy uses direct active sentences. It looks very common-place announcement.

3. Narrative copyThe benefits of the product emerge from the story. It has strong appeal. It should make an imprint on our memory.

4. Colloquial copyHere informal conversational language is used to convey the message.

5. Humorous copyHumour has been heavily used in advertising especially in TV commercials. Effective humour makes the advertisement noticeable.

6. Topical copy The copy is integrated to a recent happening or event, it is said to be topical copy. Mostly political events, national sports, parliament news all get extended to the advertisement copy.

7. Endorsement copyIn these copies, a product is endorsed by an opinion leader who has a large following. Mostly celebrities are chosen to promote TV, Text tiles, Soft drinks, etc.

8. Questioning copyIn this copy, several questions are put forward not to seek answers but to emphasis a certain attribute.

9. Prestige copy The product is not directly advertised. Only a distinguished and favourable atmosphere is created for the sale of the product. The copy is used to build an image. Vimal shirtings is an example.

10. “Reason Why” copyIt is known as an explanatory copy where the reasons for a purchase are explained. Each reason illustrates a particular attribute, and its benefit to the consumer.

Copy writing as a constructive planCopy writing means actual writing of various things to be incorporated in an advertisement in a systematic manner. Hence we may call copy-writing a constructive plan for advertising. Advertising copy-writers give four important branches of copy-writing.1. ProgrammingThe first phase of creating an advertisement copy is charting programme for advertisement. As a foremost one the copy writer must assess the budget, proposed by the advertiser. Depending on the size of the budget only the can be created and copy can be written. Secondary stage the copy writer must collect more and more details about the product such as quality, size, uses and so on. The media preferred by the advertiser must be analysed and decision must be based on the media selected. Four important questions must be asked by the copy writer and clarified by the advertiser.

1. the range of expenditure2. whether the product is already in the market or a new one. 3. the basic need of the advertisement4. area to be covered by the advertisement.

2. Evaluationcopy writer pass the chalked out programmer into the stage of evaluation. This is to find out the reason for the success of the advertisement. Evaluation system is more or less, a research oriented one. Thus evaluation stage is the stage of thinking and interacting with various branches of the advertising agencies.

3. Reviewit is to considering the advertising programmer. At this stage the copy writer must sit along with the advertiser and other experts, to take a final decision in shaping advertisement.

4. Techniquethe final stage in copy writing is finalizing the techniques to be adopted in presenting the advertisement in media. As the advertising copy writing changes according to media (print or electronic media), appropriate efforts must be given to write the copy to suit the media selected.

Stages in creative copy writingThere are four important stages of creative copy writing1. Primary stageThe first phase of creating an advertisement copy is charting programme for advertisement. As a foremost one the copy writer must assess the budget, proposed by the advertiser. Depending on the size of the budget only the can be created and copy can be written. Secondary stage the copy writer must collect more and more details about the product such as quality, size, uses and so on. The media preferred by the advertiser must be analysed and decision must be based on the media selected. Four important questions must be asked by the copy writer and clarified by the advertiser.

2. Incubation stagethe copy writer allows his associates to think over it and to find a novel, suitable and appropriate aid for that advertisement copy. As like eggs are kept under constant heat, the advertising aids are kept under constant thought, to give a concrete shape to the advertisement. So it is called as incubation stage. This is a stage to think and deliver various ideas to the copy writer.

3. Illumination stagethe illumination stage in copy writing is to highlight the various important parts of the advertisements. In this stage it would be more or less a group discussion among the copy writer, his aids, producers of the advertisement and the advertiser.

4. Production stagethis is the final stage of preparing copy writing for the advertisement. The term production here means only the creation of copy for the advertisement. After creation the copy would be handed over to the technical side for further procedure.

Branches of copy The copy is more or less a script writing for a media. Hence the following branches should be incorporated in a copy for advertisement.

1. Headlinea good heading is the gateway of any advertisement. It should be attractive, inductive, and stop the viewer to know the things presented by that advertisement. In most of the good and popular advertisement, the heading itself gives a complete picture about the advertisement. The heading simply means, the first word or the picture or the music or song of the advertisement.

2. Leadafter the first part has completed its duty the next portion of the advertisement must take the viewer or audience further into the advertisement. Since this portion leads the on looker into the advertisement it is termed lead. The lead may raise some questions or create some suspense or even an anxiety in the mind of the viewer to have an idea, about the advertisement.

3. Bodybody is sole source of information about the product or service involved in the advertisement. The body should be elaborate, information instructive, and interesting. It induces and persuades the consumers to purchase the product or make use of the service in time. In body many things, good words, idioms and phrases, quotations form great authors and good pictures, cartoons, caricatures, etc can be presented.

4. Conclusionthe main and the final portion of an advertisement copy is the concluding part, because it must tell the consumer what to do, where to do and when to do. Hence the concluding part of the advertising copy, must given the address of the product the royalty and good will of the firm, the time factor of the sale, etc.

Reference group, family, roles and statuses 64

Selecting the media In selecting media, advertisers will need to consider the following elements

1. the objectives of the advertising campaign2. the coverage and reach of the media3. media costs4. the nature of the message

Language in copy writing For any media, the language is the tool of success. A copy writer must be so careful in using appropriate words in the copy while selecting language for advertisement. The copy writer should carefully select simple, and short words. The advertisement language should be selected from the regions for which the advertisement is created, the dialects of a language spoken in different regions, have to be used and it would make the viewer easily understand the purpose of the advertisement. Such regional language would become popular in the area. Hence the product would be easily remembered by the consumer. Examples are “Maha sakthe”, “Super power.”

Functions of layout The layout emphasize its objective strongly. Layout provides working plan to the typographers, graphic designers and other technicians who are involved in the preparation of advertisement. Cost estimate or budget can be known through the layout. Layout helps systematic display of elements and assists the reader to scan the page.

Techniques in layout Some techniques in layouts are

1. Eye movement.Eye movement is a technique which helps to move eyes of readers from element to element. Normal eye movement is of course from left to right because of our reading habits. Thus a good layout place the message in the prime space form upper left quadrant to upper right quadrant and to the lower left.

(The optical center of a rectangle is slightly higher than the exact center higher about one twentieth on the total height of the rectangle. )

2. Balancebalance may be arranged by two variable varieties

formal balance – is made by a symmetrical division of space on the page when a line is drawn vertically through the center of the advertisement. Informal balance – designed by elements of dissimilar weight and appearances are placed at various distances from the reference point.

3. Proportionthe relationship of one element to another element is a layout. With reference to its size, color etc. is known as proportion.

4. Emphasisit referred as contract also. It means that a layout should have a single focus on a selected element.

5. Unityunity in layout creates a sense of harmony among the elements.

1. use of consistent typographical design2. arrange border to hold elements together

Layout stages Designing a layout is an artwork and it has three stages.1. Thumbnail layoutThe purpose of this thumbnail layout are to catch the ideas and affix it on paper. It is the beginning stage. It is a miniature rendering of a layout. A number of sketches are usually done by the artist. Among them any one will get approval for a full scale layout.

2. Rough layoutThis is the full scale are work in which headlines, pictures and less are displayed in full size. A rough layout appears very near to finished layout.

3. Comprehensive layoutIt is the final stage and a complete presentation of advertisements and includes photographs, logos etc. It shows as nearly as possible how the finished will appear. This is the last stage having all features to satisfy the client.

Color moodsTo give real effect color are used cleverly. Red and yellow are best attention getting pigments. Blues and greens symbolize cool feelings. Yellow products warm atmosphere and makes cheerful feelings.

There are three basic primary colors. Blue, red and yellow. From these colors an eminent artist produces secondary colors by mixing any two. These mixtures make a nimber of eye catching colors.

Characteristics of colorHue – the basic identity of colors – example red, green etcValue – the purity of colors – adding black or white colors to original colors

Techniques in using picturesPicture in pictureThis technique is usually in useful industrial advertisement, machineries and other big equipments where pictures are displayed in ads. To give more details and explain the technological advantage in small pictures are also used in the middle or corner of the advertisement.

Super impose picturesThis technique is useful in motion pictures on TV commercials. To give more number of pictures, to emphasis this is used. By this method picture getting gradual on suit disappearance from the screen after introducing another picture.

Music and songsEven the blind can sense the commercials from its opening of music and songs. Music is the prime factor to get attention of viewers. It receives immediate attention of listeners. From the music one can identify the life boy soap, colgate tooth paste, etc. Just like slogan in print medium, music and songs play mesmerize the listeners. Music act as headline function in print media and songs elaborate the product as done by body copy.

How to write ad copy A copy writer should be constantly guided by the various stages in the sales process so as to be able to move the consumers mind to a favorable decision by creating the right as copy. These six stages of the model are1. awareness – awareness about a product. That is the product is available in the market.2. knowledge – knowledge about the product – the usage etc3. liking – the ad and the product should be liked by the consumer 4. preference – the ad copy should make the audience to prefer out product5. conviction – people should have trust on the organization6. purchase – the ad copy make the audience to purchase the product.

Ad copy for radioWhile writing copy for a radio commercial, one should take into account the context which the message will appear and the type of audience the particular AIR station will attract at that particular point in time. Most radio commercials are recorded announcements. These commercials are read from prepared scripts by professional announcers, and may include special sound effects and music. These pre recorded commercials may be in several formats.1. skit format – is the use of a short play to hold audience attention and entertain them while, at the same time, delivering the ad message.

2. testimonial format – a movie stare or sports star may deliver the ad message, mentioning that he too uses the product. This increases the believability of the ad message.

3. problem-and-solution format – the problem is first dramatically presented and equally dramatically the solution is them given to impress upon the audience the efficacy of the product.

4. musical commercial format – the ad message is presented in the form of a song or music to make it sweeter, likeable and memorable. 5. real-life-situation format – dialogue between friends, mother and child, husband and wife a retailer and his customer in a real-life situation is delivered, with background sound effects to evoke a realistic setting.

Ad copy for TVSome useful tips for writing TV copy1. Always stick to one selling ideaBeing a fast-paced medium which has to convey message in a matter of a few second, we should restrict to one major selling idea. Diffused communication does not get across the viewers.

2. Whenever possible, show the product in useDemonstration of the product is one key advantage of TV and whenever possible product should be shown in use.

3. Use more visuals and less wordsTV commercial is essentially a picture story. It should use minimum copy.

4. Show the packageEither at the beginning or the middle or preferable at the end, the product and its package must be shown.

5. Close-upsProduct close-ups for sensory stimulation are used for ice-creams, chocolate bars etc.

6. Opening with a surpriseSince only a few seconds are available we should arrest the attention of viewers by introducing the first frame with an element of surprise.

7. JinglesJingles have great value for India’s audiences who like lyrics and melody. They are useful to create brand awareness, and have a high re-call value.

8. Make actors talk The cast in the commercial should do most of the talking. VO should be reserved for some comments at the end.

9. SupersBrand name/product benefit can be super-imposed on screen to reinforce the oral message

10. Identify the Brand It is advisable to identify the advertised brand in the first 10 seconds. Later, the brand name be repeated.

CAR client-agency-relationship 135, 80Ad budget 101TV audience survey 126TRP 127