History of Advertising - in brief

As we have seen, an advertisement can be very simple, and simple advertising, eg for
events, has been around for a long as people have been trying to make money out of
attracting a wider public. Posters announcing an event were probably the first form of
advertising, and these date back to gladiatorial contests in Ancient Rome. The first
advertisements, however, which fit our full definition of advertising (ie paid for,
occupying space in a media form) appear in newspapers in the seventeenth century.
These tended to be straightforward statements of fact, without any fancy typesetting or
illustrations, and were often indistinguishable from the news stories around them. As the
eighteenth century wore on, the Industrial Revolution gathered pace, and consumer goods
became more sophisticated, manufacturers began to recognise that they needed to create a
need for their products. Many items were new to consumers, or were new variations.
Josiah Wedgewood, who manufactured pottery in England in the second half of the
seventeenth century, was particularly good at creating new markets for his wares through
advertising. He brought cups and plates into the budget and households of middle class
families - a much larger market than the wealthy aristocratic households who had
previously been the only purchasers of dinner sets.

The nineteenth century saw the skills of the advertiser come to the forefront, as ads began
to mix images and words, and adopt the techniques of language and layout that we are
familiar with today. With the proliferation of goods and services in this century, it
became recognised that advertising was an important part of business, and should be dealt
with by experts in the field. Most of the advertising agencies that dominate the global
markets today were founded in the latter part of the nineteenth century.

During the early part of the twentieth century, governments began to recognise the power
of advertising to get their message across to their 'consumers' (ie their citizens). This was
particularly apparent during the First World War, when advertising was used to enlist
soldiers and enforce government policies. We look back at some of these advertisements
now and think of them as blatant propaganda, or the deliberate spreading of ideas in
order to further a cause. Many of these ads use techniques of psychological manipulation
which now seem to us crude and unfair, deliberately setting out to frighten the target
audience, or shame them into following instructions. These posters assume a very
specific power relationship between advertiser and audience, and we notice that the
advertiser assumes that they know best and are giving the audience information for their
own good. A modern audience has a more sophisticated approach to advertising and is
more sensitive to any attitudes which might be considered openly patronising. How do
you think a modern audience might respond to the poster on the right?

Click here for some analysis of a propaganda poster from 1916.

Advertising was a large, well established industry in 1914 and it continued to expand
after the First World War. Psychology was growing in stature as a science during this
period, and advertisers where quick to latch on to key ideas (the desire to 'belong',
subconscious fears) in order to reach their audience. As new ways of reaching a mass
audience became technologically available (cinema, radio) advertising was quick to latch
on to new media and became an important way for broadcasters to help fund their
programming. Radio was an especially successful way to reach audiences in the 1920s -
between 1923 and 1930 60% of American families acquired a radio set. The term 'soap
opera' as we know it came into being as soap manufacturers sponsored domestic radio
dramas in return for frequent plugs for their product. Listen to some 1920s radio
advertising here.

After the Second World War there was both a boom in consumer spending AND a new
medium: television. Millions of dollars annually were poured into the coffers of
advertising agencies as manufacturers sought to inform newly prosperous consumers of
the dazzling array of new goods they could purchase (washing machines, vacuum
cleaners, food mixers, TV sets...) that they never previously knew they needed. With the
combined impact of image AND sound, it soon became clear that brand recognition was
much greater with TV than with radio and soon the airwaves were full of programmes
like Kraft Television Theater, Colgate Comedy Hour, and Coke Time as advertisers
scrambled to access this new wave of consumers. This is sometimes referred to as the
single-sponsor era, as the tv programmes were actually produced by the advertising
agencies and paid for by a single sponsor. The 1950s were bonanza years for advertising,
and it was at this stage that the men (mainly) behind the ads became media stars and shot
into the league of the super-highly paid. Men such as David Oglivy and Leo Burnett
graced the covers of magazines and were seen to have real power by the rest of the
business world. Their theories of advertising were seized on by agencies around the
world, and much of their thinking is still part of advertising practice.

As the 1960s began, the networks wanted more control over the content and style of
programming, and as TV became more sophisticated and production costs rose, single
sponsors began to struggle. NBC executive Sylvester Weaver came up with the idea of
selling not whole shows to advertisers, but separate, small blocks of broadcast time.
Several different advertisers could buy time within one show, and therefore the content of
the show would move out of the control of a single advertiser - rather like a print
magazine. This became known as the magazine concept, or participation advertising,
as it allowed a whole variety of advertisers to access the audience of a single TV show.
Thus the 'commercial break' as we know it was born.

Types of Advertising

Advertising, as we have already discussed, is any paid for space which communicates a
message about a product/service and can be categorised according to the medium in
which it appears. Traditionally, this has been split between

• Television & Cinema

• Radio
• Press & Publication
• Direct Marketing
• Packaging
 • Outdoor and Event

In 2003 we now add Interactive (ie Internet) and New Media (ie any media which has not
been used before, like the back of cinema tickets, or the dot matrix screens in the MTR
stations) to the list.

Television

The history of mass advertising and the history of television are closely intertwined.
Without advertising, television would have made no headway in countries without a state
sponsored broadcaster (mainly the US) and would certainly not be the instrument of mass
communication it is today. Television advertising takes the form of tv commercials (often
referred to as TVCs or spots) which are either 30 or 45 seconds long.

TVCs appear in gaps between and during regular programmes, known as commercial
breaks. Advertisers buy time in specific breaks, knowing that their target audience must
be the same as that of the programme during which the break occurs. Thus teen soaps
have commercial breaks filled with pimple cream and music CD ads.

Advertisers may choose to sponsor a whole programme, which means their logo and a
short identity clip accompany the beginning and end of a programme ("Brought to you
by...") and their advertising may feature heavily in commercial breaks during that
programme. This is controversial, as it is felt that sponsors may interfere in the content of
the programme if it doesn't work in their favour.

Television advertising is under threat from devices such as the TiVo - hard drives which
record programmes but edit out ad breaks. The problem is, without the funding that
selling commercial space provides, there would be no TV programmes to start with, so
TV companies are very anxious about the long term consequences of the TiVo. Read
more about the debate here.

Find examples of TVCs at

• Absolutely Andy - UK clips

• AdForum - the latest hot ads from all over the world
• USATVADS - archive dating back to 1975

Most big manufacturers now include their latest TV ads as part of the material on their
website - try these from Apple but you can look for your own favourites. You can find
ads from our very own ICAC here.

Cinema

Cinemas provide advertisers with a very specific audience (often sorted by age and taste,
and often difficult to reach groups, such as 15-18 year olds) who are concentrating on a
big screen in an environment without distractions. Because audiences are age rated,
cinema commercials can be more daring and innovative than those that appear on TV
which are aimed at a general audience. Cinema campaigns can be national, or extremely
local (running in just one auditorium). Cinema advertising can also range from a single
slide to a full length audio-visual commercial.

As well as advertising in cinemas, manufacturers can also use product placement to

promote their goods & services. Read more about it here.

Press & Publication

This category can be subdivided into

• Magazine Ad - colour or b/w, in double, full, half or quarter pages. Some

magazines have a classified section which includes line and box ads.
• Newspaper Ad - colour or b/w, again in double (rare for a newspaper), full, half or
quarter pages. Many newspapers have a large classified section, sometimes as a
separate pull-out
• Advertorial - an ad presented in editorial style, endorsing a prodcut or service. To
distinguish between advertorial (ie paid for) and editorial content, the word
"Advertisement" appears across the top of the advertorial
• Poster - can be displayed indoors. Usually used by not-for-profit or government
organisations

Again, target audiences of advertisements must match the target audience of the
publication in which it appears.

Direct Marketing

This includes material which is sent directly to people's homes or offices - catalogues,
brochures, mailing offers etc. And spam.

Direct Mail - tips on making it work from about.com

Packaging

Many advertising campaigns now involve a rehaul of product packaging and design,
meaning that images and colours are consistent across both promotion and presentation.

Outdoor & Event

Outdoor advertising comes in many different forms. In a busy city, people may not even
glance at a standard poster, so in an advertising saturated world the agencies use many
different tricks to get our attention. Advertising creeps onto hitherto unused spaces,
becomes larger, moves - anything to be different and eyecatching. This can be regarded
as cultural pollution, as our cityscapes are plastered with paid-for messages. Or perhaps it
just brightens up dull urban areas with wit and creativity?
One of the most basic of these is the bus stop ad - a one sheet poster. However, much
more inventive use can be made of the bus stop environment, as this FT sponsored
example shows, with newsprint wrapped around the supporting columns and the whole
bus stop given over to Financial Times advertising.

Size matters: especially in advertising. Buildings in prominent places can be partly or

wholly remade as giant billboards as these examples show.

Advertising Industry

Firms in the advertising and public relations services industry prepare advertisements
for other companies and organisations and design campaigns to promote the interests and
image of their clients. This industry also includes media representatives-firms that sell
advertising space for publications, radio, television, and the Internet; display advertisers-
businesses engaged in creating and designing public display ads for use in shopping
malls, on billboards, or in similar media; and direct mail advertisers. A firm that
purchases advertising time (or space) from media outlets, thereafter reselling it to
advertising agencies or individual companies directly, is considered a media buying
agency.

Most advertising firms specialise in a particular market niche. Some companies produce
and solicit outdoor advertising, such as billboards and electric displays. Others place ads
in buses, subways, taxis, airports, and bus terminals. A small number of firms produce
aerial advertising, while others distribute circulars, handbills, and free samples. Groups
within agencies have been created to serve their clients' electronic advertising needs on
the Internet. Online advertisements link users to a company or product's Web site, where
information such as new product announcements, contests, and product catalogue
appears, and from which purchases may be made.

Overview of Advertising Industry in India

The structure of the advertising industry in Asia Pacific has been affected by
globalisation and international alignments creating a smaller number of very large
agencies and the growth of independent major media buying houses. Very sophisticated
software optimisation and planning systems are now integral to the industry, enabling
agencies to offer a unique positioning in the marketplace to attract new business.

American companies are discovering the appeal of marketing their products in India.
With a population of approximately one billion, and a middle class that's larger than the
total population of the United States, there's definitely money to be made. Local retailers
in apparel, food, watches and jewellery have all increased their average ad spending by
almost 50% in the past two years. Coupled with many other local players big retailing
brands are spending to the tune of Rs 12,000 crores annually on advertising and
promotional activities. This figure, according to industry estimates, was less than Rs 400
crores about 3 years ago. Which means the growth has been a whopping 40%. The local
firms are using all the available advertising tools from electronic to print, outdoor
advertising and even models. The advertising and promotional spending by local brands
is substantial during the festival season and almost 70% of the spending is done between
September to January. The advertising industry in India is growing at an average rate of
10-12% per annum. Over 80% of the business is from Mumbai and Delhi followed by
Bangalore and Chennai.

Online Ad Spending in India

Online advertising spending is holding its own and will continue to grow steadily over
the next several years. Marketers are responding to the economic challenges with new
techniques and strategies, along with research data to prove their effectiveness.
According to statistics, online ad spending has reached $23 billion. Nonetheless, nearly
three-quarters of web advertising space goes unsold and more than 99.7 per cent of
banner ads are not clicked on.

Scope of Advertising Industry in India

The advertising industry in India has several competitive advantages:

• India has a rich pool of strategic planning, creative and media services personnel:
Indeed, Indian advertising industry has been exporting senior-level talent to many
countries, particularly to the Gulf, South-East Asia, China, the UK and the US.
Indian talent is recognised and respected in global agency networks.
• No other country has access to so many trained management graduates who can
provide strategic inputs for brand and media planning.
• Indians are multicultural: we learn at least two languages and that gives us a head
start in understanding cultural diversity.
• Most of the top 20 agencies in India have a global partner or owner, which should
provide an immediate link to global markets.
• Our production standards in TV and print have improved: With a vibrant
animation software industry, we have access to this area of TV production.
• India's advanced IT capabilities can be used to develop Web-based
communication packages for global clients.

The Indian advertising industry is a very upcoming and promising sector. However there
is severe competition and survival is for the fittest and the best. In this sector what
matters the most is knowledge and experience of the work and the industry and its
functioning. The more the knowledge you can provide the better the productivity you
give. Exchange4media is an ad agency that has the knowledge as well as experience that
will be a big benefit in making your ad campaigns run successfully.
Advertising Introduction

Advertising is the means of informing as well as influencing the general public to buy
products or services through visual or oral messages. A product or service is advertised to
create an awareness in the minds of potential buyers. Some of the commonly used media
for advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings
etc. As a result of economic liberalization and the changing social trends advertising
industry has shown rapid growth in the last decade.

Advertising is one of the aspects of mass communication. Advertising is actually brand-

building through effective communication and is essentially a service industry. It helps to
create demand, promote marketing system and boost economic growth. Thus advertising
forms the basis of marketing.

Advertising plays a significant role in today's highly competitive world. A career in

advertisement is quite glamourous and at the same time challenging with more and more
agencies opening up every day. Whether it's brands, companies, personalities or even
voluntary or religious organizations, all of them use some form of advertising in order to
be able to communicate with the target audience. The salary structure in advertising is
quite high and if you have the knack for it one can reach the top. It is an ideal profession
for a creative individual who can handle work-pressure.

Today, new areas are emerging within advertising like event management, image
management, internet marketing etc. Event management wherein events are marketed,
Image management wherein a a particular profile of an individual or an organisation is
projected. Internet marketing has also brought about a lot of changes in advertising as
Internet means that one is catering to a select group of audience rather than a mass
audience.

Careers in Advertisements
Advertising is the means of informing as well as influencing the general public to buy
products or services through visual or oral messages. A product or service is advertised to
create an awareness in the minds of potential buyers. Some of the commonly used media
for advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings
etc. As a result of economic liberalization and the changing social trends advertising
industry has shown rapid growth in the last decade.

Today, new areas are emerging within advertising like event management, image
management, internet marketing etc. Event management wherein events are marketed,
Image management wherein a a particular profile of an individual or an organisation is
projected. Internet marketing has also brought about a lot of changes in advertising as
Internet means that one is catering to a select group of audience rather than a mass
audience.
Eligibility & Course Areas

Educational: Most advertising agencies recruit candidates with a formal management or

advertising/mass communication qualification. Preference is given for MBA's for posts in
the market research, client servicing and media planning departments.In the creative
department, on the other hand, a general BA with a command of the language of
communication plus knowledge of designing packages like Photoshop, coral draw or fine
arts is the requirement.

There are also specialized courses in advertising/mass communication at diploma level

and post graduate level for which basic qualification is graduation. However, advertising
is also offered as a subject for the graduate degree course in mass communication studies
at certain institutions for which minimum qualification is 10+2. In addition there are also
certificate courses for which 10+2 is enough.

Personal attributes: Basic qualities like creativity and flair for writing or ability to
translate ideas into a visual format are required for making a successful career in this
field. They should have insight into the interests of people from all walks of life, ability
to work as part of team, mental and physical toughness to be able to withstand high
pressure and criticism, must be sociable and have calm temperament. Market and media
researchers should have an analytical and logical brain. Those in creative field should
possess artistic abilities to make the ad appealing to the masses.

Job Prospects & Career Options

Job Prospects
Career opportunities in advertising include openings in private advertising agencies;
advertising department in private or public sector companies; in advertising sections of
newspapers, journals, magazines; commercial section of radio or television; market
research organizations etc. One can also do freelancing.

Career Options
Advertising field offers a range of lucrative, interesting careers. The job in this field is
categorized into two, executive and creative. Executive side include Client Servicing,
Market Research and Media Research. Creative side consist of copywriters, scriptwriters,
visualizers, photographers and typographers.

The executive department understand client needs, find new business and retain existing
business, selects the appropriate media, analyzes timing and placement of advertisements
and negotiate the financial aspects of the deal. Creative department creates the
advertisement copy. They verbalizes and visualizes the specific need of the client.

As ad films are also a part of film making career options of film are related to this field.
Executive Department

Client Servicing
The Client Servicing department is the link between the client and the agency. It is an
important part of any advertising firm like what the heart is to the body. This department
is responsible for meeting prospective clients and getting business for the company. It
involves a study of the client, the product and the market; an analysis of consumer
behaviour and marketing; a knowledge of all available media and their cost effectiveness,
and a strategic plan to be presented to the client. Those in client servicing must therefore
interact with clients, gather information, oversee research where necessary, gauge
consumer attitudes and based on this, work along with the various departments of the
agency to formulate the most appropriate and effective advertising strategy within the
specified budget.

To be an effective client-servicing person, the candidate has to have a thorough

knowledge of the client's business and also know his weak points so that, through
advertising and communications, the gap can be minimized.

An accounts executive who works in the client servicing department takes care of all the
monitory dealings. He should know the most effective way to advertise clients product or
service i.e the media and their cost effectiveness. Account executives should also have an
idea about market research and target audiences.

Market Research
Every good ad plans, start with research. This is the department which surveys the market
and analyzes and studies consumer behavior about a product or service. They are
involved with collection of data- information about the consumer, the market, and
existing competition and so on. The research studies provide basic information to the
manufacturer, for planning a new product.

If you are a MBA or hold a degree in statistics/operations research, you can go for market
researching jobs.

Media Planning/Research
Responsibility of media planning department starts at the point when the ad is complete.
Media Department is responsible for the planning, scheduling, booking and purchase of
space and time (in newspapers, magazines, radio and TV, and outdoor hoardings). The
media department must therefore devise the most effective use for an advertising budget
to effectively and economically transmit a campaign message to the target audience. This
department consists of the following:

Media Planners who decide the different media where the ads would be featured in order
to get maximum viewer ship.
Media Buyer has to negotiate to buy space in the Press, or time on electronic media at the
best rates for which he has to understand the buying as well as selling trends.
Creative Department
The Creative department designs and conceptualizes the advertisement. This consist of
copy writing department and art department. Copy writing department works on text for
the ad and themes for campaign. Art department visualizes the campaign.

Copywriters
The Copywriter evolves a theme for the campaign and provides the text for
advertisements. He is responsible for making the ad look attractive and delivering the
message to the point. They work out the campaign slogan, jingles, scripts and
promotional literature of the product or service as well as proposals, concept notes and
film treatments. They are also expected to edit all textual matter for factual, syntax and
typesetting discrepancies before it goes into production. Some times specialists called
Typographers are appointed for making the format of textual matter who give advise on
fonts, lettering etc.

Copywriters need to have a flair for writing backed up by the knowledge of advertising
and oral communication skills, to become successful. They also need to have skill in
analyzing clients' needs, and research skills for finding out about the products and
services they are helping to sell. Problem-solving and time-management skills are
important.

Visualisers
The Visualisers work on the visual concepts and decide how the ad shall eventually look.
They do the overall layout of message including graphics, sketching etc.
Must be artistic. A degree/diploma in commercial arts or fine arts as well as the
knowledge of designing software like Photoshop, Pagemaker, Corel Draw etc. are often
the required qualifications.

Photographers
Photographers should have an idea about angles and lighting effects. Good technical
ability and knowledge of cameras and lenses is essential.

Advertising and Marketing

Advertising:
The paid, public, non-personal announcement of a persuasive message by an identified
sponsor; the non-personal presentation or promotion by a firm of its products to its
existing and potential customers.

Marketing

The systematic planning, implementation and control of a mix of business

activities intended to bring together buyers and sellers for the mutually advantageous
exchange or transfer of products.
After reading both of the definitions it is easy to understand how the difference can be
confusing to the point that people think of them as one-in-the same, so lets break it down
a bit.

Advertising is a single component of the marketing process. It's the part that involves
getting the word out concerning your business, product, or the services you are offering.
It involves the process of developing strategies such as ad placement, frequency, etc.
Advertising includes the placement of an ad in such mediums as newspapers, direct mail,
billboards, television, radio, and of course the Internet. Advertising is the largest expense
of most marketing plans, with public relations following in a close second and market
research not falling far behind.

Difference Between Advertising and Marketing

The best way to distinguish between advertising and marketing is to think of marketing as
a pie, inside that pie you have slices of advertising, market research, media planning,
public relations, product pricing, distribution, customer support, sales strategy, and
community involvement. Advertising only equals one piece of the pie in the strategy. All
of these elements must not only work independently but they also must work together
towards the bigger goal. Marketing is a process that takes time and can involve hours of
research for a marketing plan to be effective. Think of marketing as everything that an
organization does to facilitate an exchange between company and consumer.

Positive and Negative Effects of Advertising

Positive Effects
The positive side of advertising is that it makes you aware that a product or service is
available. New and improved products are developed all the time and we can't be
expected to keep track of these developments ourselves. So its manufacturer helps us in
our lack of awareness and tells us: "Our new and improved product is now even better!
Go out and buy it!".

This happy message really pleases the consumer in us and if the product is one that we
use we are pleased that it has now been improved (again) and is even better. Even though
the message is the same as it was the last time it was improved, chances are, if we were
using it before, that we will continue to use it and that we react positively to the latest
improvement. So far so good. When a good product is improved it does become a better
product, right?

The ad will tell us in a variety of ways that it is any or all of the following:

• better than the competitor's product

• cheaper than the competitor's product
• easier to use than the competitor's product
• has more prestige value than any similar product
• lasts longer the competitor's product
• it's made of superior parts or ingredients
• it's healthier for you
 • it's wholly organic
• it's stronger, faster acting, larger, shorter etc. etc. and so forth.

So we are grateful for advertisements because they keep us up to date on the

improvement of existing products and the creation of new ones. This is all very
good.Unfortunately many advertisements, despite rigorous guidelines, rules, laws and
consumer magazines and organisations, tell us a product or service is good only to find
out after purchase that it is not good at all. And sometimes we get mad because we feel
we have been taken for a ride. And this is definitely not good.

Before, in those good old days (when everybody complained), we got to recognize
certain brands and products as good quality and we stuck by them. Reputation is
important, as we have mentioned before, and when a company sticks to its original
success formula we can trust them and continue to use their products or services without
having to worry about it too much. And that is good because in our busy modern lives we
have plenty to worry about already.

Negative Effects
The negative side of an ad is that it is not usually a neutral and objective statement. The
ad is made by the product's manufacturer and that already tells us that it will never be
objective. According to the box every product is the best after all.

No one can deny that an unbelievable quantity of bad products are for sale. Depending on
the power of the manufacturer it can be blatantly obvious that we are dealing with a bad
or substandard product. But if the manufacturer has a lot of power, the ad is so
sophisticated in its execution that, we are wholly convinced with what we are dealing is
genuinely great product.

In retrospect, after the sale in other words, we can find out that the ad failed to let us
know any or all of the following:

• it's made of substandard materials

• it tastes bad
• it's badly made
• it's made from leftovers and rejected materials
• it's made by someone undergoing forced labor
• it's far too expensive and should cost 10% of what it does because it is made
much much cheaper somewhere else
• some of its ingredients or additives such as preservatives, colorings, etc. have
been banned in your country for at least 30 years because of their carcinogenic
effects (cancer inducing)
• there's really nothing in the product that is in the least bit beneficial to your
physical or mental health
• it could be dangerous to your children
• it's made up of animal byproducts
• they are destroying a rain forest to produce it
 • it's been designed exclusively to use all those other bits and pieces they would
otherwise be stuck with
• it would kill any insect better than any spray if you would feed it to them instead
of eating it yourself
• it's made from organic materials, not mentioning that those organics are animal
byproducts and leftovers, bio-material even an experimental laboratory would
label bio-hazard etc. etc. and so forth.

The list is quite endless once you get going the reality of it is quite depressing. The only
thing we can do is learn from our failures, i.e., never buy a product or anything else
manufactured by that company, or use that service again, until we are absolutely sure it is
now really worth our hard earned money and time.

Advertising Campaigns
In advertising campaign is a 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. Various types of media
can be used in these campaigns such as radio, TV, and internet.

Radio and TV advertising campaigns use methods including but not limited to electronic
billboards, commercial announcements, personal endorsements, promotions, blurbs, and
plugs. Radio and TV Advertising Campaigns can also utilize Direct Response
Advertising, Viral Marketing, and Remnant Advertising, as well as include newer
technology such as Satellite advertising.

Much like Satellite radio, Internet advertising campaigns can be viewed as a more recent
development based on the advancements of technology and the growing availability of
internet throughout the world. Methods used in internet advertising include but are not
limited to search engines, banners, blurbs, video clips, interactive games, and emails.
Campaigns can also utilize Direct Response Internet Advertising, Viral Advertising, and
Remnant Internet Advertising.

Marketing departments and advertising agencies might utilize one or any number of
different media types as well as advertising methods. Others will focus on one form of
medium and/or specialize in one or two particular methods of advertising.

The critical part of making an advertising campaign is determining a campaign 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. The campaign themes are 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.

Advertising campaign is an attempt to reach a particular target market by designing a

series of advertisements and placing them in various advertising media. In other words
advertising campaign is 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.

Elements of a Successful Advertising Campaign

A successful marketing campaign needs certain elements to be successful. The following
information will help you to develop a successful marketing campaign.

1) Establish a feeling of urgency for the buyer

Basically tell your customers, "You need to sign up today because it will make you reach
your goals." Don't tell your customer the offer will still be as good tomorrow; they must
buy today! Urgency! Study how successful ads make the customer act now.

2) Show a list of benefits

There must be a list of benefits to make customers sign up. Will you be smarter using
your services? Will he get more visitors? Will your server be better than the competitions
hardware? Will your business help to make the site more successful? Or make him richer,
or healthier, or faster? Focus on the client, not the advertiser. Most benefits need to be
skillfully integrated into the ad. It is a waste of time and money in an ad or on your
website if you don't work in benefits and present them properly.

3) Call to action
Tell them what they must do to get it. Don't assume that your prospects and customers
will figure out how to get what you are offering. They won't do your work for you. So, go
ahead and tell them what to do. If they have to call you to get it, then tell them to call (to
call you now!). If they have to write or drop a post card in the mail, or fax something to
you, then tell them clearly and in words easy to understand. The point is to make it as
easy as possible for your target customer to do what you want them to do. People don't
like to do anything that is going to take work on their part. Make it as easy for them to
respond as possible, or they won't = no good results for you.

4) Do it again
You have to (must) tell customer what to do (to sign up with you). Tell your customer to
order now (this moment). So many ads assume that the customer will guess to fill out the
contact us form, email you, or telephone for the information, or product. Tell the
customer what to do. Provide the customer on how to respond today in several ways. As
more options you can offer, the better will be the results.

5) Plan your advertising calendar and campaign several months in advance

Failure to plan advertising in advance will waste a lot of your money. Rush charges, poor
design, rate increases, poor creative and poor copy are common results of failing to plan
in advance. "I didn't have enough time", "I was under the gun to get this placed", are
common phrases heard under rushed circumstances. Take a blank calendar and fill in the
days, months, or quarters to advertise to your target markets. Figure out the number of ad
insertions that will make sense and negotiate a contract with the various media suppliers
(e.g. local newspapers). Book banner web space on the important website early in
advance. Prepare your website with a special landing page for the expected visitors.

5) Test your banners and your ads

Only by trial and error will you be able to set a baseline as to the best response rates for
your ads and banners. It is very important to maximize response for the amount of dollars
spent. Sometimes re-phrasing text or adjusting the ad layout can make the difference
between a low or just average response and a great success and high ROI (Return on
Investment). You will need to find out what works best for your business. After you find
this out, you'll want to stay on course and base future advertising campaigns on the
success of the old one.

6) Avoid misleading or dishonest advertising

Avoid misleading or dishonest advertising in hopes of converting duped readers/website
visitors into using your products or services. Honesty and integrity are the primary key to
repeat sales and repeat business. If you have to trick your audience to get their attention,
you will have a very hard time keeping their attention and their business if they sign up at
all.

7) Running on-(Web) site events

Running events on your website is an excellent way to encourage repeat traffic and repeat
visitors. You'll want to begin running events once traffic from your site launch begins to
fade. Examples include contests, games, on-line interviews, chat sessions and maybe
even audio broadcasts. Do the things your competitors don't do.

Advertising Agency
An advertising agency or ad agency is a service business dedicated to creating, planning
and handling advertising (and sometimes other forms of promotion) for its clients. An ad
agency is independent from the client and provides an outside point of view to the effort
of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations

and government agencies. Agencies may be hired to produce single ads or, more
commonly, ongoing series of related ads, called an advertising campaign.

Types of Advertising Agencies

Ad agencies come in all sizes. They include everything from one or two-person shops
(which rely mostly on freelance talent to perform most functions), small to medium sized
agencies, large independents, and multi-national, multi-agency conglomerates such as
Omnicom Group, WPP Group, Interpublic Group of Companies and Havas.

An agency's size should not necessarily be considered a barometer of their billing or

ability to handle large accounts. Indeed, these days, smaller boutique agencies are just as
likely to count very large corporations amongst their accounts.
Full-service, or Media-neutral advertising agencies have the talent and ability to produce
creative and advise clients for a full range of media, for virtually any type of account, or
company. Some agencies specialize in particular fields such as medical, charitable,
FMCG, white goods, retail, etc. Other agencies specialize in particular media, such as
print ads or television commercials. Other agencies, especially larger ones, produce work
for many types of media (creating integrated marketing communications, or through-the-
line (TTL) advertising). The "line", in this case, is the traditional marker between media
that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and
the media that do not. Most Full-Service agencies work on a combination of fee-based (to
help offset the cost of non-commission production and planning) and commission based
(the traditional 15% for electronic) compensation.

Interactive Agencies may differentiate themselves by offering a mix of Web

Design/Development, Search Engine Marketing, Internet Advertising/Marketing, or E-
Business/E-Commerce consulting. Interactive agencies rose to prominence before the
traditional advertising agencies fully embraced the Internet. Offering a wide range of
services, some of the interactive agencies grew very rapidly, although some have
downsized just as rapidly due to changing market conditions. Today, the most successful
interactive agencies are defined as companies that provide specialized advertising and
marketing services for the digital space. The digital space is defined as any multi-media
enabled electronic channel that an advertiser's message can be seen or heard from. The
'digital space' translates to the; Internet, Kiosks, CD-ROMs, DVDs, and Lifestyle Devices
(iPod, PSP, and Mobile). Interactive Agencies function similar to advertising agencies
although they focus solely on interactive advertising services. They deliver services such
as strategy, creative, design, video, development, programming (Flash and otherwise),
deployment, management, and fulfillment reporting. Often times, Interactive Agencies
offerings are; Digital Lead Generation, Digital Brand Development, Interactive
Marketing and Communications Strategy, Rich Media Campaigns, Interactive Video
brand experiences, Web 2.0 website design and development, e-Learning Tools, email
marketing, SEO/SEM services, Content Management Services, web application
development, and overall Data Mining & ROI Assessment.

Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms
have been classified by some as 'agencies' due to the fact that they are creating media and
implementing media purchases of text based (or image based in some instances of search
marketing) ads. This relatively young industry has been slow to adopt the term 'agency'
however with the creation of ads (either text or image) and media purchases they do
qualify technically as an 'advertising agency' as well as recent studies suggest that both
SEO and SEM are set to outpace magazine spending in the next 3-5 years.

Not all advertising is created by agencies. Companies that create and plan their own
advertising are said to do their work in house.

Inside the Agencies

Creative Department
The creative department -- 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 director,
usually a creative employee with several years of experience. Although copywriters have
the word "write" in their job title, and art directors have the word "art", one does not
necessarily write the words and the other draw the pictures; they both generate creative
ideas to represent the proposition (the advertisement or campaign's key message).
Creative departments frequently work with outside design or production studios to
develop and implement their ideas. Creative departments may employ production artists
as entry-level positions, as well as for operations and maintenance.

Account Services
The other major department in ad agencies is account services or account management.
Account Services or account management is somewhat of the sales arm of the advertising
agency. An account executive (one who works within the account services department)
meets with the client to determine sales goals and creative strategy. They are then
responsible for coordinating the creative, media, and production staff behind the
campaign. Throughout the creative process, they keep in touch with the client to update
them on the ad's progress and gain feedback. Upon completion of the creative work, it is
their job to ensure the ad's production and placement.

Creative Services
The creative services department may not be so well known, but its employees are the
people who have contacts with the suppliers of various creative media. For example, they
will be able to advise upon and negotiate with printers if an agency is producing flyers for
a client. However, when dealing with the major media (broadcast media, outdoor, and the
press), this work is usually outsourced to a media agency which can advise on media
planning and is normally large enough to negotiate prices down further than a single
agency or client can.

Other Departments and Personnel

In small agencies, employees may do both creative and account service work. Larger
agencies attract people who specialize in one or the other, and indeed include a number of
people in specialized positions: production work, Internet advertising, or research, for
example.

An often forgotten, but still important, department within an advertising agency is traffic.
The traffic department regulates the flow of work in the agency. It is typically headed by
a traffic manager (or system administrator). Traffic increases an agency's efficiency and
profitability through the reduction of false job starts, inappropriate job initiation,
incomplete information sharing, over- and under-cost estimation, and the need for media
extensions. In small agencies without a dedicated traffic manager, one employee may be
responsible for managing workflow, gathering cost estimates and answering the phone,
for example. Large agencies may have a traffic department of ten or more employees.

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 six areas of expertise: account services, creative,
interactive, media, public relations and traffic.

An internship program in account services usually involves fundamental work within

account management as well as offering exposure to other facets of the agency. The
primary responsibility of this position is to assist account managers. Functions of the
account management intern may include:

• Research and analysis: Gathering information regarding industry, competition,

customer product or service; as well as presenting findings in verbal/written form
with recommendations.
• Involvement in internal meetings and, when appropriate, client meetings.
• Assisting account services in the management of creative projects.

Interns often take part in the internal creative process, where they may be charged with
creating and managing a website as well as developing an advertising campaign. Hands
on projects such as these help interns learn how strategy and well-developed marketing
are essential to a sound advertising and communications plan.

During their internship, the intern will experience the development of an ad, brochure and
broadcast or communications project from beginning to end. During the internship, the
intern should be exposed to as much as possible within the agency and advertising
process.

Hoardings
Hoardings are wooden structures placed either permanently or temporarily on castle walls
and were designed to hang over and past the wall. They not only offer a covering for
defenders on the roof, but also had openings on their floor which allowed objects or
liquids to be dropped directly down at attackers at the base of the wall.

An advertising hoarding is a large outdoor signboard found in places with high traffic
such as cities, roads and motorways or on sides of buildings, aiming to show large
advertisements to pedestrians and drivers. An advertising hoarding is rented to
advertisers. They can also used to screen new housing developments or indoors, mainly
in shopping centers.

Hoardings are designed to catch attention and therefore only include a few words are
printed in big letters and contain very bright colors. They are used by global brands such
as telecommunication companies, banks, movie companies and car manufacturers.
Charities and governmental agencies also use them to communicate with the general
public.

Being a large format digital printing company, Super chrome uses the latest graphic
design and digital printing technologies to produce high quality advertising hoardings
suitable for outdoors and indoors displays, for shop openings, product launches and
construction sites. The service provided by our talented team of designers and print
specialists is unbeatable and offered at very competitive prices.

Hoarding Hints
Companies prefer to display their products and information on hoardings as a lot of
people tend to view hoardings and route to their workplace or while going home.
Hoardings reach out to a vast section of society.

Advertising through hoardings is big business. Owners of buildings including societies

try to augment their resources by successfully exploiting this source of revenue.
Hoardings are put up on the terrace or in the compound or on the walls of a building. We
also find roadside hoardings which generally belong to advertising agencies. As these
hoardings are big enough, and leveled quite high, they are easily spotted. Their bright
colors and larger than life figures catch everyone's eyes. This is the reason why hoardings
are so much in demand.

Importance of Advertising
Advertising is one of the oldest forms of public announcement and occupies a vital
position in an organization's product mix. According to the American Marketing
Association, Chicago, "Advertising is any paid form of non personal presentation of
ideas, goods and services by an identified sponsor."

To advertise means to inform (seen as the flow of information about a product or service
from the seller to the buyer). However, advertising does not end with the flow of
information alone. It goes further to influence and persuade people to take a desired
action - like placing an order to buy a product.

The consumer market has become highly competitive with a new brand being born
almost everyday. Irrespective of the kind of product you are looking for, be it consumer
durables like refrigerators, air conditioners, washing machines or fast moving consumer
products (FMCG) the number of brands available is truly mind boggling. Naturally it is
the prime concern of every marketer to promote their brand as a shade better than the
competitors'. Advertising comes in handy here.

However, simply informing a customer that a brand exists is not enough. Advertising
should be targeted towards the prospective audience in such a way that it forms a positive
impact on the customer and in the process creates brand recognition.Marketers generally
target advertising campaigns at the groups of customers:

• First Time Users of a Product: Customers who don't use that product category
at all. The aim is to convince them to try that product.
• First Time Users of a Brand: Consumers who don't use a particular brand but
might be using a competitor's brand. The aim here is to convince buyers to switch
from the competition product to theirs.
 • Regular Users of the Brand: Buyers who are using the brand already. The aim is
to serve as a reminder of the brand's benefits and convince them to continue using
it.

The Benefits of Advertising

• Economic Benefits of Advertising: Advertising can play an important role in the

process by which an economic system guided by moral norms and responsive to
the common good contributes to human development. Advertising can be a useful
tool for sustaining honest and ethically responsible competition that contributes to
economic growth in the service of authentic human development. Advertising
does this, among other ways, by informing people about the availability of
rationally desirable new products and services and improvements in existing ones,
helping them to make informed, prudent consumer decisions, contributing to
efficiency and the lowering of prices, and stimulating economic progress through
the expansion of business and trade. All of these can contribute to the creation of
new jobs, higher incomes and a more decent and humane way of life for all.
• Cultural Benefits of Advertising: Because of the impact advertising has on
media that depend on it for revenue, advertisers have an opportunity to exert a
positive influence on decisions about media content. This they do by supporting
material of excellent intellectual, aesthetic and moral quality presented with the
public interest in view, and particularly by encouraging and making possible
media presentations which are oriented to minorities whose needs might
otherwise go unserved. Moreover, advertising can itself contribute to the
betterment of society by uplifting and inspiring people and motivating them to act
in ways that benefit themselves and others.
• Moral and Religious Benefits of Advertising: In many cases too benevolent
social institutions, including those of a religious nature, use advertising to
communicate their messages - messages of faith, of patriotism, of tolerance,
compassion and neighbour service of charity toward the needy, messages
concerning health and education, constructive and helpful messages that educate
and motivate people in a variety of beneficial ways.

Different Media of Advertising

Newspapers
A newspaper is a written publication containing news, information and advertising,
usually printed on low-cost paper called newsprint. General-interest newspapers often
feature articles on political events, crime, business, art/entertainment, society and sports.
Most traditional papers also feature an editorial page containing columns which express
the personal opinions of writers. Supplementary sections may contain advertising,
comics, coupons, and other printed media. Newspapers are most often published on a
daily or weekly basis, and they usually focus on one particular geographic area where
most of their readers live.Newspapers are used for advertising about the business mostly
by the businesses.These advertisement can be done for small as well as for big business
too.It is a traditional method of advertising.

Advantages

• Allows to reach a huge number of people in a given geographic area.

• Flexibility in deciding the ad size and placement within the newspaper.
• Ad can be as large as necessary to communicate as much of a story.
• Exposure to the ad is not limited; readers can go back to the message again and
again if so desired.
• Free help in creating and producing ad copy is usually available.
• Quick turn-around helps ad reflect the changing market conditions.Decided ad
can be in customers hand in one or two days.

Disadvantages

• Ad space can be expensive.

• Poor photo reproduction limits creativity.
• Newspapers are a price-oriented medium and most ads are for sales.
• Newspapers are a highly visible medium, so competitors can quickly react to
prices.
• Expect ad to have a short shelf life, as newspapers are usually read once and then
discarded.
• With the increasing popularity of the Internet, newspapers face declining
readership and market penetration. A growing number of readers now skip the
print version of the newspaper and instead read the online version of the
publication.
• Ad has to compete against the clutter of other advertisers, including the giants ads
run by supermarkets and department stores as well as the ads of other competitors.

Magazines
Magazines, periodicals or serials are publications, generally published on a regular
schedule which contains a variety of articles which are financed by advertising, by a
purchase price, or both.Magazines are a more focused, albeit more expensive, alternative
to newspaper advertising. Through magazines highly targeted audience can be
reached.There can be various types of magazine such as academic journals,art
magazines,bussiness magazine,computer magazines,health and fitness magazine,women
magazine,etc.

Advantages

• Allows for better targeting of audience, as you can choose magazine publications
that cater to your specific audience or whose editorial content specializes in topics
of interest to your audience.
• High reader involvement means that more attention will be paid to the
advertisement.
• Better quality paper permits better color reproduction and full-color ads.
 • The smaller page permits even small ads to stand out.

Disadvantages

• Plans for advertising in magazine have to be made weeks or months in advance

• The slower lead-time heightens the risk of your ad getting overtaken by events.
• There is limited flexibility in terms of ad placement and format.
• Space and ad layout costs are higher.

Yellow Pages
Yellow Pages can be used to promote and advertise the business. Aside from the
traditional Yellow Pages supplied by phone companies, now specialized directories
targeted to specific markets can be checked: interactive or consumer search databases;
Audio tex or talking yellow pages, Internet directories containing national, local and
regional listings; and other services classified as Yellow Pages.

Advantages

• Non-intrusive.
• Frequency.
• Wide availability, as mostly everyone uses the Yellow Pages.
• Action-oriented, as the audience is actually looking for the ads.
• Ads are reasonably inexpensive.
• Responses are easily tracked and measured.

Disadvantages

• Pages can look cluttered, and the ad can easily get lost in the clutter.
• Ad is placed together with all your competitors.
• Limited creativity in the ads, given the need to follow a pre-determined format.
• Ads slow to reflect market changes.

Radio
As compare to other media of advertisement radio rates have less inflation in last 10
years.

Advantages

• Radio is a universal medium enjoyed by people at one time or another during the
day, at home, at work, and even in the car.
• The vast array of radio program formats offers to efficiently target your
advertising dollars to narrowly defined segments of consumers most likely to
respond to your offer.
• Gives your business personality through the creation of campaigns using sounds
and voices.
• Free creative help is often available.
 • Rates can generally be negotiated.

Disadvantages

• Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience.
• Listeners cannot go back to your ads to go over important points.
• Ads are an interruption in the entertainment. Because of this, a radio ad may
require multiple exposure to break through the listener's "tune-out" factor and
ensure message retention.
• Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention.

Television
Television being an image-building and visual medium, it offers the ability to convey
your message with sight, sound and motion.

Advantages

• Television permits to reach large numbers of people on a national or regional

level in a short period of time.
• Independent stations and cable offer new opportunities to pinpoint local
audiences.

Disadvantages
Message is temporary, and may require multiple exposure for the ad to rise above the
clutter.

• Ads on network affiliates are concentrated in local news broadcasts and station
breaks.
• Preferred ad times are often sold out far in advance.
• Limited length of exposure, as most ads are only thirty seconds long or less,
which limits the amount of information you can communicate.
• Relatively expensive in terms of creative, production and airtime costs.

Direct Mail
Direct mail, often called direct marketing or direct response marketing, is a marketing
technique in which the seller sends marketing messages directly to the buyer. Direct mail
includes catalogues or other product literature with ordering opportunities like sales
letters and sales letters with brochures.

Advantages

• Your advertising message is targeted to those most likely to buy your product or
service.
• Marketing message can be personalized, thus helping increase positive response.
 • Your message can be as long as is necessary to fully tell your story.
• Effectiveness of response to the campaign can be easily measured.
• You have total control over the presentation of your advertising message.
• Your ad campaign is hidden from your competitors until it's too late for them to
react.

Disadvantages

• Some people do not like receiving offers in their mail, and throw them
immediately without even opening the mail.
• Resources need to be allocated in the maintenance of lists, as the success of this
kind of promotional campaign depends on the quality of your mailing list.
• Long lead times are required for creative printing and mailing.
• Producing direct mail materials entail the expense of using various professionals -
copywriter, artists, photographers, printers, etc.
• Can be expensive, depending on your target market, quality of your list and size
of the campaign.

Telemarketing
Telemarketing is the process of marketing goods, advertising services or customer service
over the telephone. Call center telemarketing is classified into two categories; inbound
and outbound telemarketing. Inbound telemarketing is any incoming sales or service from
viewers and listeners who want to order the advertised product or ask for more
information. Some inbound applications are order taking, customer service, help desk and
many more. An outbound telemarketing on the other hand, is the practice of making
phone calls to prospects or existing customers done by a marketing person. Some
outbound telemarketing applications include phone sales, appointment setting, lead
generation and many more.

Advantages

• Provides a venue where you can easily interact with the prospect, answering any
questions or concerns they may have about your product or service.
• It's easy to prospect and find the right person to talk to.
• It's cost-effective compared to direct sales.
• Results are highly measurable.
• You can get a lot of information across if your script is properly structured.
• If outsourcing, set-up cost is minimal.
• Increased efficiency since you can reach many more prospects by phone than you
can with in-person sales calls.
• Great tool to improve relationship and maintain contact with existing customers,
as well as to introduce new products to them.
• Makes it easy to expand sales territory as the phone allows you to call local,
national and even global prospects.
• Telemarketing is available 24/7 at 365 days a year.
 • Telemarketing allows to adjust and make any changes with the strategy anytime
necessary to increase results. An example of this is that according to requirement
sales script can be changed or edited.Even calling hours can be also changed. This
can be done as long as you gain results with it which results into another
breakthrough, flexibility.

Disadvantages
An increasing number of people have become averse to telemarketing.

• More people are using technology to screen out unwanted callers, particularly
telemarketers.
• Government is implementing tougher measures to curb unscrupulous
telemarketers.
• Lots of businesses use telemarketing.
• If hiring an outside firm to do telemarketing, there is lesser control in the process
given that the people doing the calls are not your employees.
• May need to hire a professional to prepare a well-crafted and effective script.
• It can be extremely expensive, particularly if the telemarketing is outsourced to an
outside firm.
• It is most appropriate for high-ticket retail items or professional services.

Specialty Advertising
This kind of advertising entails the use of imprinted, useful, or decorative products called
advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are
distributed for free; recipients need not purchase or make a contribution to receive these
items.

Advantages

• Flexibility of use.
• High selectivity factor as these items can be distributed only to the target market.
• If done well, target audience may decide to keep the items, hence promoting long
retention and constant exposure.
• Availability of wide range of inexpensive items that can be purchased at a low
price.
• They can create instant awareness.
• They can generate goodwill in receiver.
• The items can be used to supplement other promotional efforts and media (e.g.
distributed during trade shows).

Disadvantages

• Targeting your market is difficult.

• This can be an inappropriate medium for some businesses.
• It is difficult to find items that are appropriate for certain businesses.
• Longer lead time in developing the message and promotional product.
 • Possibility of saturation in some items and audiences.
• Wrong choice of product or poor creative may cheapen the image of advertiser.

Advertising.indiabizclub.com

http://advertising.indiabizclub.com/info/brand_management

http://advertising.indiabizclub.com/info/branding

http://advertising.indiabizclub.com/info/different_media_of_advertising

http://advertising.indiabizclub.com/info/benifits_of_advertising

http://advertising.indiabizclub.com/info/importance_of_advertising

http://advertising.indiabizclub.com/info/hoardings

http://advertising.indiabizclub.com/info/advertising_agency

http://advertising.indiabizclub.com/info/advertising_campaigns

http://advertising.indiabizclub.com/info/advertising_introduction/effects_of_advertising

http://advertising.indiabizclub.com/info/advertising_introduction/advertising_introductio
n_and_marketing

http://advertising.indiabizclub.com/info/advertising_introduction/careers_in_advertiseme
nts

http://advertising.indiabizclub.com/info/advertising_introduction

http://advertising.indiabizclub.com/info/advertising_industry