ADVERTISING AND SALES PROMOTION UNIT I Introduction INTRODUCTION TO ADVERTISEMENT

Advertising is an important tool of promotion. . Advertisement is a non-personal presentation of an idea or a product (where as personal selling or salesmanship help in personal promotional.) Advertisement supplements personal selling to a great extent. Advertising has, acquired great importance in the modern India characterized by tough competition in the market and fast changes in technology, and fashion and taste customers. In this chapter, we shall study the nature, functions and media of advertisement used by modern business firms. Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. What is advertising Advertising is the dissemination of information concerning an idea, product. or service to induce action in accordance with the intent of the advertiser. According to William J. Stanton, Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization. Advertising is any paid form of non-persona: presentation and promotion of ideas, goods or services of an identified spocsor. The message which is presented or disseminated is known as advertisement. Features of Advertising American Marketing Association has defined advertising as any paid form of nonpersonal presentation and promotion of ideas goods and services of an identified sponsor. This definition reveals the following features of advertising: 1. It is a paid foam of communication. Advertisements appear in newspapers, magazines, television or cinema screens because the advertiser has purchased some space or time to communicate information to the prospective customers. 2. It is non-personal presentation of message. There is no face-to-face direct contact with the customers. That is why, it is described as non-personal salesmanship. It; is a non-personal form of presenting products and promoting ideas and is complementary to personal selling. It simplifies the task of salesforce by creating awareness in the minds of potential customers

3. The purpose of advertising is to promote idea about the products and service, of a business. It is directed towards increasing the sale of the products and services of a business unit. 4. Advertisement a issued by an identified sponsor. Non disclosure of the name of the sponsor in propaganda may lead to distortion, deception and manipulation. Advertisement should disclose or identify the sources of opinions and ideas it presents. Publicity and Public Relations Publicity is a part of marketing and customer relations.. Publicity comes from news reporters, columnists and journalists. It comes to the receiver as the truth rather than as a commercial. Public relations and publicity taken together are one of the four major ingredients of promotion-mix. These activities are, however, not controllable by the firm. Every from tries to create a good public relations so as to get good publicity through press and electronic media. Publicity has a peculiar feature that it is not a paid form of communication. Publicity refers to the mention of company/product in any published or non-published media. For example, a new product is launched, and due to its unique feature, the product may become a point of discussion among various groups. This mention adds to the promotion and hence, the product gets publicized.This publicity is mainly due to good response of customers, or due to quality or can be even due to some controversies. Any way, such public exposure of a product forms a crucial part of promotion mix. If a product is able to draw a lot of attention by the media, the firm will have to spend less on advertisement and sales promotion activities. Achieving goal. Public relations is an important marketing functions in the present-day business environment. The total process of building goodwill and securing a bright public image of the company a called public relations. It creates a favorable atmosphere for conducting business. There are four groups of public : (I) customer, (2) shareholders (3) employees (4) the community. The marketers should have the best possible relations with these groups.Public relation, complement advertising by creating product and service credibility. Effective marketing communication is not without establishing and maintaining mutual understanding between the company and its customers. The lubricant making the wheel of marketing run smoothly is public relations. Bright image is created and maintained only by public relations. That is why, modern business houses attach great significance to the public relations activities. Difference between Advertising and Publicity Advertising differs from publicity in regard to the following points : 1. Paid/non-paid from: Advertisement is a paid form of communication. Its cost is borne by the advertiser But publicity is any non-paid mention of an organization or its ideas or products in the news Media. Publicity cannot be purchased in the

usual sense of the term. Any institution can come to the attention of the public by being newsworthy. It has not to pay anything for the publicity, but has to supply the necessary information to the news media. 2. Identification of sponsorer: Advertisement is issued by an identified sponsor. Publicity does not need an identified sponsor 3. Control over message: In advertising, the advertiser exercises control over the type, size, duration, and frequency of the message But in case of publicity, the control lies with the publicity media. Difference between Advertisement and Personal Selling The points of distinction between advertisement and salesmanship are listed below; 1. Personal/Non-personal form: Advertising is a non-personal form of communication. There is no contact between the advertiser and the buyer. But salesmanship means personal selling. The salesman has face-to-face contact with the buyer. 2. Mass vs. Individual communication: Advertising is mass communication. It is addressed to a large number of people. But salesmanship is individual communication. The impact of salesmanship is visible on the buyer who come into contact with the salesman. 3. Purpose: Advertisement may aim at enhancing the goodwill of the advertiser. It may have no immediate purpose to sell the goods or services. But salesmanship always aims at effecting sales. Objectives of Advertising The fundamental purpose of advertising is to sell something a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below : 1. To introduce a new product by creating interest for it among the prospective customers. 2. To support personal selling programme. Advertising maybe used to open customers doors for salesman .. 3. To reach people inaccessible to salesman. 4. To enter a new market or attract a new group of customers. 5. To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi. 6. To enhance the goodwill of the enterprise by promising better quality products and services. 7. To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are attracted towards a product which is advertised effectively. 8. To warn the public against imitation of an enterprises products.

Functions of Advertising Advertising has become an essential marketing activity in the modern era of large scale production and serve competition in the market. It performs the following functions:

Promotion of Sales. It promotes the sale of goods and services by informing and persuading the people to buy them. A good advertising campaign helps in winning new customers both in the national as wet] as in the international markets. Introduction of New Product. It helps the introduction of new products in the market. A business enterprise can introduce itself and its product to the public through advertising. A new enterprise cant make an impact on the prospective customers without the help of advertising. Advertising enables quick publicity in the market. Creation of Good Public Image. It builds up the reputation of the advertiser. Advertising enables a business firm to communicate its achievements in an effort to satisfy the customers needs. This increases the goodwill and reputation of the firm which is necessary to fight against competition in the market. Mass Production. Advertising facilitates large-scale production. Advertising encourages production of goods in large-scale because the business firm knows that it will be able to sell on large-scale with the help of advertising. Mass production reduces the cost of production per unit by the economical use of various factors of production. Research. Advertising stimulates research and development activities. Advertising has become a competitive marketing activity. Every firm tries to differentiate its product from the substitutes available in the market through advertising. This compels every business firm to do more and more research to find new products and their new uses. If a firm does not engage in research and development activities, it will be out of the market in the near future. Education of People. Advertising educate the people about new products and their uses. Advertising message about the utility of a product enables the people to widen their knowledge. It is advertising which has helped people in adopting new ways of life and giving-up old habits. It has contributed a lot towards the betterment of the standard of living of the society. Support to Press. Advertising provides an important source of revenue to the publishers and magazines. It enables to increase the circulation of their publication by selling them at lower rates. People are also benefited because they get publications at cheaper rates. Advertising is also a source of revenue for TV network. For instance, Doordarshan and ZeeTV insert ads before, in between and after various programmes and earn millions of rupees through ads. Such income could be used for increasing the quality of programmes and extending coverage.

History of Advertising in India

Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began. Concrete advertising history begins with classified advertising. Ads appear for the first time in print in Hickeys Bengal Gazette, Indias first newspaper (weekly) . To advertise meant merely to inform until the end of the eighteenth century, and the early newspapers and periodicals announced births, deaths, arrivals of ships from England, sale of household furniture, etc. some journals like the Bengal Journal (first published in 1785) even offered to print government advertisements free. The front page of most such journals carried only advertisements. But before long persuasive copy began to replace mere information. This is evident from the appearance of punch lines such as superior to anything of the kind hitherto imported and warranted to the first quality. Discounts and special services also began to be offered by the beginning of the nineteenth century. Later, new products and services established themselves on the market through the advertisement columns of the newspapers and periodicals. The power of advertising increased rapidly with the growth in trade and commerce. With the increasing impact of the industrial revolution on our country, the number of advertisements from British business houses rose sharply. Agents flourished at the time as space contractors, obtaining advertisements for newspapers and periodicals on a commission basis. Leading newspapers like The Statement and The Times of India, which had their own advertising departments, offered their own facilities to agents. This was of great advantage to both the advertiser and the publisher, for the advertiser, it saved the bother of preparing a suitable layout for the advertisements, for the publisher, it assured a certain uniformity of standard in the advertisements appearing in its column. This practice was responsible for turning advertising into a distinct profession. These agents were forerunners of the advertising agencies. Advertising in the early 20th century Two main events responsible for growth of Indian advertising agencies were: the Swadeshi Movement (1907-1911), which gave rise to indigenous industries, and the second, was the installation of first rotary linotype machine by the Statesman of Calcutta in 1907. In few years, other papers too installed the new machine, which made it possible to produce a cheap newspaper with a large national circulation. The first Indian Ad Agency, the Indian Advertising Agency, was launched around this time, and is still going strong. The main functions of these agencies were to secure advertisements and to get them published in the press. The major British agencies during this time were: Alliance

Advertising Associates, Publicity Society of India, L.A. Stronach and Co, and others. They catered to the need of the affluent British and Indian elites living in the metropolitan cities. They rarely advertised Mass consumer items like tea and cigarettes. During the war, press advertising was exploited to raise funds for the war effort. Ad Agencies established during this period-included Alliance Advertising Association Ltd, at Bombay, started by the British India Cooperation of Kanpur, to sell its manufactured goods. Mr. L.A.Stronach, the manager of Alliance, bought up the Bombay branch of the agency and started in 1922 his own agency, with a branch in London. It provided production and media services to advertisers (unlike the spaceselling agencies) and so even manufacturers of competing products or brands had to use these services. The Inter-War Years During the inter-war years a few Indian agencies too sprang up, the most notable being the modern Publicity Co. in Madras, the Calcutta Publicity, and the Oriental Advertising Agency in Tiruchirapalli. The Vasudevea Publicity Service was started in Delhi to carry out outdoor publicity campaigns in Uttar Pradesh, Punjab and Delhi. In 1931, the first full-fledged Indian Ad Agency, the National Advertising Service, was established. Among the other Indian Agencies to be launched during this period were: New India Publicity Co. 1930, Paradise Advertising Agency of Calcutta (1928), the Indian and Eastern Newspapers Society (IENS), and others. The IENS was set up as a central organization of the newspaper owners of India, Burma and Ceylon. The society looked after the interests of newspaper publishing houses; an indirect effect of the formation of the IENS was the standardization of Ad agency practices. The IENS also sought to foster better publisher agency relationship. The establishment of the Advertising Agencies Association of India (AAAI) in 1945, and the Audit Bureau of Circulation (ABC) in 1948 helped to bring some order to the competitive field. The AAAI came to be recognized as a representative body of the profession, with the authority to represent its interests and problems. The ABC gave some credibility to the claims of newspapers regarding their circulation. Post-Independence Advertising Following World War II and the Indian Independence, the British-owned agencies were sold to Indian business. Several agencies, however, retained an affiliate status with the main branches of the agencies in London. They continue to enjoy this status even today, though American multinational agencies have replaced affiliation with British agencies. At independence the advertising business was well on its way to growth and expansion. Partition did not touch the business at all. The introduction of multi-color printing, improved printing machines (like offset and web offset), and the development of commercial art gave the Ad business a further leap. Agencies began to offer, besides

space selling, many more services, such as artwork, organization of fairs and exhibitions, market research, public relations consultancies. The phenomenal growth in the media, especially television and cable has given a boost to Indian advertising. Market research and readership surveys have led to the further professionalization of the business. Individual publishing houses like The Hindu and The Times of India first conducted readership surveys. Now, National Readership Surveys (NRS) and Indian Readership Surveys (IRS) as well as regular Television Rating Points (TRP) measurements provide advertisers with statistical data on which to base their media plans.

Types of Advertising Agencies

Advertising Agencies can be classified by the range of services that they offer. Also, advertising agencies range in size from one man shows to large firms that employ thousands of people. Accordingly, different types of advertising agencies are:

Full service agencies Creative boutiques In-house agencies Specialized agencies Media buying services

Full-service agencies- as the name implies, a full service agency is one that handles all phases of advertising process for its clients: it plan, creates, produces and places advertisements for its clients. In addition, it might provide other marketing services such as sales promotion, trade shows, exhibits, newsletters and annual reports. In short a full service agency will provide four major functions: 1. 2. 3. 4. account management, creative development and production, media planning and buying and research services.

One major point that differentiates a full service agency from other is that the personal work full time and the services provide are extensive. The services usually provided by a full service agency include collecting and analyzing market data, proposing strategy, preparing and producing the ads, placing the ads in approved media, verifying the advertisements appearance (publication, broadcasting, etc), invoice the client, collect the bills and pay the media and other suppliers. Creative boutiques- it is an organization that specializes in the actual creation of advertisements. In general, boutiques create imaginative and interesting advertising themes and produce innovative and original advertisements. A company that uses a

creative boutique would have to employ another agency to perform the planning, buying and administrative functions connected with advertising. Full service ad agency studies the product or service and determines its marketable characteristic and how it relates to the competition. At the same time the agency studies the potential market, possible distribution plans and likely advertising media. Following this, the agency makes a formal presentation to the client deadlines, its finding about the product and its recommendation for an advertising strategy. Creative boutiques are different from freelancers. Freelancers are individuals who work on their own with out any formal attachment with any agency. Clients or agencies hire these from time to time. The clients also hire creative boutiques. In-house agencies- such agencies are owned and supervised by advertisers or the client organizations. The organizational structure and functioning of in-house agencies are similar to full service agencies in most cases. The advertising director of the company usually heads an in-house agency. In house agencies are organized according to the needs and requirements 9of the company and are staffed accordingly. Some companies solely depend on their in-house agencies for their advertising needs. Others depend both on their in-house agency and outside agencies. Some other companies allow their agencies to take outside jobs. Specialized agencies- there are many agencies, which take up only specialized advertising jobs. Certain fields like medicine, finance, outdoor advertising, social advertising, etc. require specialized knowledge. So there are agencies, which concentrate only on areas and employ people with the required talents. These agencies are usually small in size. Media buying agencies-it is an organization that specializes in buying radio and television time and reselling it to advertisers and advertising agencies. The services sells time to the advertisers, orders the spots on the various stations involved and monitors the stations to see if the ads actually run. This trend for special media buying agencies started in the 1970s. Such agencies have a lot of contacts in the media and offer very low commission on media rates. Media buying agencies complement the creative boutiques. Also large companies use their specialized negotiating talents for buying media space and time.

Role and Functions of Advertising Agencies

The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands.

Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands. Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values rational and emotional, physical and aesthetic that consumers derive from them. The importance can be summed up as follows: A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer its role and its benefits and by communicating the brands own personality. In short its role is to provide meaningful differentiation via the consumer connection. As one wise head in advertising once said, nothing kills a bad product faster than good advertising. Typically advertising is playing this role, along with other parts of what we call the marketing mix, in highly competitive market places. Most advertisers assign this job of informing the target audience and creating images to advertising agencies. Thus, the advertising agencies plan, prepare and place ads in the media. But even an advertiser can do all these things. The management can do planning of ad campaigns. For preparing ads, creative personal can be hires. And the advertiser for placing the ads can buy media space or time. So, why hire an advertising agency? The reason can be enlisted as follows:

Expertise and experience- An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. Objectivity and professionalism- Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate in a strange way. While they take up advertising for others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can be objective. They thus will offer independent and detached viewpoints and suggestions based on objective analysis. Cost effective- If an organization wants to hire people to do its advertising, it can not provide them work all through the year. Also most experts in the fields of

advertising like directors, musicians, photographers, charge huge amounts and are often not affordable. Moreover, hiring, organizing and managing all talents required to produce advertising campaigns is not an easy thing. And the fact that 98% of advertisers the worlds over hire as agencies is proof enough about the cost effectiveness of the agencies. Also the kind of consistent, powerful and compelling advertising that can be created by using the expertise, experience, objectivity and professionalism of ad agencies cannot be measured economically. Functions of Advertising Agencies Today advertising agencies are found in virtually every major city on the world and their role in stimulating economic growth is solidly established. To understand advertising, we need to examine the functions of an Ad Agency. These are:

Talent & Creative productions: The basic function of an Ad Agency is providing talent. The creative efforts of the art director, the detailed analysis of the research director and the political understanding of the campaign director, are just a few examples of the many abilities of Ad Agency personal have to offer. A business organization or person will contract the services of an ad agency to help market a product. This function involves processing the information collected from the client and through research and designing communication material in the form of advertisements and other publicity material. This also includes planning creative strategies, copy or script writing, visualization, designing, layout, shooting of films, editing, giving music, etc. Research: The second function of an Ad agency is research. In order to distribute the message to the public successfully, the agency must first know all that it can about the product. One of the first jobs is to research the product and the company, one must learn, one possibly can about both. The research must even take one close to the heart of the firms inner operations. Ad agencies use research as a tool to test consumer reactions to products and services. Distribution & Media planning: The third important function of an ad agency is distribution. Here you decide what type of message you will create for the company and what media will be most helpful in sending this message to the public. On the basis of the media habits (access and exposure) of the target audience, agency people prepare a media plan. This plan includes which media to be used, which part of the media to be used, when to place the ads and for how long to place the ads, etc. media planners keep track of the viewer ship, listener ship and readership of all kinds of media. Monitoring Feedback: By monitoring consumer feedback, a decision on whether to revise the message, the medium, the target audience or all of them can be made. Ad agencies are developing to reach the target audience. As information is the backbone of all advertising, to prepare ads, one requires information about the product, its competitors, the market situation and trends, information about the audiences (their likes and dislikes and media habits) also need to be collected. Some of the most effective advertising includes advertisement written in their

native language. All of these specialized campaigns are creating new demands on agencies and are requiring new talents for people who work in advertising. In addition, many agencies also offer a variety of allied services. These include:

Merchandising Public relations Organizing exhibitions and fairs Preparing all kinds of publicity material Planning and organizing special events (event management) Direct marketing

Types of Advertising Agencies

Advertising Agencies can be classified by the range of services that they offer. Also, advertising agencies range in size from one man shows to large firms that employ thousands of people. Accordingly, different types of advertising agencies are:

Full service agencies Creative boutiques In-house agencies Specialized agencies Media buying services

Full-service agencies- as the name implies, a full service agency is one that handles all phases of advertising process for its clients: it plan, creates, produces and places advertisements for its clients. In addition, it might provide other marketing services such as sales promotion, trade shows, exhibits, newsletters and annual reports. In short a full service agency will provide four major functions: 1. 2. 3. 4. account management, creative development and production, media planning and buying and research services.

One major point that differentiates a full service agency from other is that the personal work full time and the services provide are extensive. The services usually provided by a full service agency include collecting and analyzing market data, proposing strategy, preparing and producing the ads, placing the ads in approved media, verifying the advertisements appearance (publication, broadcasting, etc), invoice the client, collect the bills and pay the media and other suppliers. Creative boutiques- it is an organization that specializes in the actual creation of advertisements. In general, boutiques create imaginative and interesting advertising themes and produce innovative and original advertisements. A company that uses a

creative boutique would have to employ another agency to perform the planning, buying and administrative functions connected with advertising. Full service ad agency studies the product or service and determines its marketable characteristic and how it relates to the competition. At the same time the agency studies the potential market, possible distribution plans and likely advertising media. Following this, the agency makes a formal presentation to the client deadlines, its finding about the product and its recommendation for an advertising strategy. Creative boutiques are different from freelancers. Freelancers are individuals who work on their own with out any formal attachment with any agency. Clients or agencies hire these from time to time. The clients also hire creative boutiques. In-house agencies- such agencies are owned and supervised by advertisers or the client organizations. The organizational structure and functioning of in-house agencies are similar to full service agencies in most cases. The advertising director of the company usually heads an in-house agency. In house agencies are organized according to the needs and requirements 9of the company and are staffed accordingly. Some companies solely depend on their in-house agencies for their advertising needs. Others depend both on their in-house agency and outside agencies. Some other companies allow their agencies to take outside jobs. Specialized agencies- there are many agencies, which take up only specialized advertising jobs. Certain fields like medicine, finance, outdoor advertising, social advertising, etc. require specialized knowledge. So there are agencies, which concentrate only on areas and employ people with the required talents. These agencies are usually small in size. Media buying agencies-it is an organization that specializes in buying radio and television time and reselling it to advertisers and advertising agencies. The services sells time to the advertisers, orders the spots on the various stations involved and monitors the stations to see if the ads actually run. This trend for special media buying agencies started in the 1970s. Such agencies have a lot of contacts in the media and offer very low commission on media rates. Media buying agencies complement the creative boutiques. Also large companies use their specialized negotiating talents for buying media space and time.

Steps Involved in Advertisement Planning

Advertisers and advertising agencies believe that customers have needs and desires, which can be fulfilled through the purchase and use of products and services. Advertising works largely through appeal of emotions of envy, fear, anxiety, about ones appearance and lack of status. It is widely assumed that advertising works if the AIDCA formulas are followed. The formula sums up the principles of advertising. The name of the formula is

derived from the initial letters of the words: Attention, Interest, Desire, Conviction and Action. The formula suggests that the att3ention and interests of the customers must be gained first before the process of stimulating desire, imparting conviction and urging action in advertisements can bring about a change in the buying behaviors. Steps Involved in Advertisement Planning The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way, usually meaning that this must relate closely to the way that the reader thinks about the issues concerned. If you seek a response you must move then to create Desire, which relates benefits to the reader so that they will want them. Finally you must prompt an Action, which may be to call a telephone number or to complete and send of a reply coupon. Advertising that does not prompt action is a wasted opportunity. Offer a single impressive benefit, quickly and simply Research proves that where responses are required, the best adverts are those, which offer an impressive, relevant benefit to the reader. This promise should ideally contain the business brand name, take no longer to read than is normal for the media and be clearly the most striking part of the advert. This point cannot be stressed enough; you must keep it quick, simple and to the point. Younger generations are extremely visually literate. They have been brought up on computer games, so they couldnt deal with a lot of polished copy, even if they wanted to. Think about the vocabulary and language you use; know your target audience: a simple test is to avoid any words or grammar that would not be found in the newspaper that the target group would read. Your message must be quick and easy to absorb. Use a clear layout, clear fonts and clear language. Do not distract the reader from the text by overlaying images or using fancy fonts. Use simple language, avoid complicated words, and keep enough space around the text to attract attention to it. Use simple traditional typestyles: serif fonts are quicker to read than sans serif. Use ten, eleven or twelve point-size for the main text; smaller or larger are actually more difficult to read and therefore less likely to be read. Avoid cluttering the advert with fancy images, colors and backgrounds. Make it easy to read. For the same reason avoids italics, shadows, light colors reversed out of dark, weird and wonderful colors. None of these improve readability, they all reduce it. Use simple black (or dark colored) text on a white (or light colored) background for maximum readability.

Involve the reader in your writing style Refer to the reader as you and use the second person (you, your and yours etc) in the description of what your business does for the customer to get them visualizing their own personal involvement. Describe the service as it affects them in a way that they will easily relate to it. Incorporate something new People respond better and are more easily attracted initially to a concept that is new or original. If theyve heard or seen it all before it will be no surprise that they take no notice at all. People must believe theres something in it for them right from the start. Develop a proposition that is special or unique Why should people be interested if your proposition is no different to your competition? You must try to emphasize what makes your service special. Unless your code of practice prevents you from claiming superiority over your competitors, you should put as much emphasis as you can behind your USP (unique selling point), and either imply or state directly that you are the only company to offer these things. Proposition or offer must be credible and believable The Advertising Standards Authority or equivalent would prevent you from making overly extravagant claims anyway, but you should still attempt to make your offer seem perfectly credible. This is usually best accomplished by explaining why and how you are able to do the things you are offering, in support of your claims; you can also increase credibility by showing references or testimonial quotes from satisfied customers. For example, if you claim particularly good customer service, this can be reinforced with an outline of your policy on seeking customer feedback and carrying out satisfaction surveys. Advertising is often referred to as a Black Art because it is mysterious, and is rarely a precise science. Things sometimes work, which you imagine, wouldnt, and plenty of things you think should work, dont. An advertisement campaign determines what the advertiser wants to say. It also determines how, when, where, and to whom the advertiser wants to say it. The Planning process of Advertisements Campaigns include the following activities: 1. Situation Appraisal- before planning any activity, one requires relevant information regarding the situation. For planning an Ad campaign, we require information about the target market or consumer, the company or product and the competition. The three important research areas are:

Consumer research and market research Product and company research Competitive research

2. Situation Analysis- (analyzing strengths, weakness, opportunities and threats) From all the information collected, campaigns planners find out the strengths of the product. These strengths could be in any area. The strength often leads to new opportunities to be explored. Weaknesses make the product vulnerable to threats from others. 3. Structural or Strategic Planning- Advertising is an art and a science. While the art comes from writing, designing and producing exciting advertisements, the science comes from scientific methods of research and strategic planning. Strategic planning is the process of making intelligent decisions. It starts with finding out what to do, deciding how to accomplish the objectives. It also decides whom to address (the target audience), how to distinguish the product, how much to spend (budgeting), and how long to run the campaign. 4. Creative Planning- it includes developing a theme, the creative strategy and finally deciding the creative tactics. The theme needs to be a strong concept to be able to hold all there different and diverse ads together. A powerful theme brings about synergy to the campaign. A theme must always relate to and reflect the campaign objectives. Another step of creative planning is finding the creative strategy. The creative strategy outlines the impressions the campaign wants to create. Some common creative strategies are:

Generic Strategy- this is used by market leaders who ignore the presence of competitors Pre-emptive claim strategy- here the brand is the first to pick up a particular feature. In the minds of the people, it becomes associated with that brand. Unique selling proposition (USP) strategy- here the campaign talks about some features, which is unique to that advertised brand and is not available in others. Brand image strategy: when there are no strong differentiating features among the competitors, then branding try and create images. Product Positioning- some times products or brands are positioned different from competing brands.

5. Media Planning- the ultimate goal of advertising is to reach the target audience with the advertising message. Thus, the major decisions in media planning, which needs to be taken, are:

Which media to be used? Where to advertise (geographic region)? When to advertise (timing and scheduling)? How intense the exposure should be (frequency)?

Media planning is a behind the scene part of advertising. It plays an integral role in merging the science of marketing with the art of advertising. A media planner has to find

out about the availability of various media, the media rates, their reaches and also analyze their effectiveness. Choice of Advertising Media For the purpose of choosing the appropriate medium or media or advertisement, following factors should be taken into consideration.

Nature of Product. Nature of the product to be advertised has an important bearing on the medium of advertisement. Products should be classified into two broad categories, namely, consumer and industrial goods. Consumer goods can be advertised in newspapers, magazines, radio and television and through outdoor displays, But industrial goods can be advertised profitably in the specialized trade, technical and professional journals. Nature of Market. Nature and extent of market can be determined by various factors like geographical region, size of population and purchasing power of the population. The market may be either local or national. Film advertising and outdoor advertising are more suitable for local products. Newspapers are the most suitable for advertising products which can be sold throughout the country. Objectives of Advertising. The objectives of the advertising programme are very important to determine the choice of advertising media. The objectives may be introduction of new product, to increase demand of an existing product, or to avoid competition by the rivals. If advertising is not to be carried on a mass scale to have big impact in the short and long run, a combination of various advertising media may be chosen. Sometimes advertisements are inserted in the newspapers and magazines to complement the readers in order to enhance the goodwill of the advertiser. Circulation of Media. If the media have greater circulation, the message of the advertiser will reach a larger number of people. It may be mentioned that newspapers have the widest circulation, but other media have limited circulation. Financial Consideration. The cost of advertising media is an important consideration and it should be considered in relation to (a) the amount of funds available, and (b) the circulation of the media. In the first instance, the amount of funds available may dictate the choice of a medium or a combination of media of advertisement, and secondly the advertiser should try to develop some relationship between the cost of the medium and its circulation. The cost-benefit analysis will enable the advertiser to take right decision in regard to selection of the advertising media. Type of Audience. If the message is to be conveyed to illiterate or less literate people, radio, television and cinema advertisement will serve the purpose in a better way. Newspapers, magazines, displays and direct mail may be used to convey the message to the educated people, Since different languages are popular in different regions, advertisements in different languages may be given to popularize the product. Life of Advertisements Outdoor display and magazines and direct mail have sufficiently longer life but the life of newspaper, radio and television

advertisements is very short unless they are repeated regularly. Therefore, the advertiser should also take into consideration the duration for which he wants to create the impression in the minds of the prospective customers. Media used by Competitors. The choice of advertising media also depends upon the media used by the competitors. If a product is being advertised in a newspaper, the producers of its substitutes will find it better to advertise them in the same newspaper. This practice has become more common these days in order to fight competition in the market.

The Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world, so that, as Pope Paul VI remarked, No one now can escape the influence of advertising. Even people who are not themselves exposed to particular forms of advertising confront a society, a culture other people affected for good or ill by advertising messages and techniques of every sort. Some critics view this state of affairs in unrelieved negative terms. They condemn advertising as a waste of time, talent and money an essentially parasitic activity. In this view, not only does advertising have no value of its own, but also its influence is entirely harmful and corrupting for individuals and society. But advertising also has significant potential for good, and sometimes it is realized. Here are some of the ways that happens. a) 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. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world and which provided they conform to moral standards based upon integral human development. In such a system, 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, 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.

b) Benefits of Political Advertising Political advertising can make a contribution to democracy, to its contribution to economic well being in a market system guided by moral norms. Political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) 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. Advertising can brighten lives simply by being witty, tasteful and entertaining. d) 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 neighborly 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. The harm done by Advertising There is nothing intrinsically good or intrinsically evil about advertising. It is a tool, an instrument: it can be used well, and it can be used badly. If it can have, and sometimes does have, beneficial results such as those just described, it also can, and often does, have a negative, harmful impact on individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes, too, the information function of media can be subverted by advertisers pressure upon publications or programs not to treat of questions that might prove embarrassing or inconvenient. More often, though, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways: buy certain products or services, patronize certain institutions, and the like. This is where particular abuses can occur.

The practice of brand-related advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives (brand loyalty, status, fashion, sex appeal, etc.) instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic process, but it also can obstruct it. This happens when, for example, the costs of advertising limit political competition to wealthy candidates or groups, or require that office-seekers compromise their integrity and independence by over-dependence on special interests for funds. Such obstruction of the democratic process also happens when, instead of being a vehicle for honest expositions of candidates views and records, political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values. We have spoken of the economic harm that can be done to developing nations by advertising that fosters consumerism and destructive patterns of consumption. The indirect but powerful influence exerted by advertising upon the media of social communications that depend on revenues from this source points to another sort of cultural concern. In the competition to attract ever-larger audiences and deliver them to advertisers, communicators can find themselves tempted in fact pressured, subtly or not so subtly to set aside high artistic and moral standards and lapse into superficiality. All too often, advertising contributes to the invidious stereotyping of particular groups that places them at a disadvantage in relation to others. This often is true of the way advertising treats women; and the exploitation of women, both in and by advertising, is a frequent, deplorable abuse. d) Moral and Religious Harms of Advertising Advertising can be tasteful and in conformity with high moral standards, and occasionally even morally uplifting, but it also can be vulgar and morally degrading. Frequently it deliberately appeals to such motives as envy, status seeking and lust. Today, too, some advertisers consciously seek to shock and titillate by exploiting content of a morbid, perverse, pornographic nature.

We note, too, certain special problems relating to advertising that treats of religion or pertains to specific issues with a moral dimension. In cases of the first sort, commercial advertisers sometimes include religious themes or use religious images or personages to sell products. It is possible to do this in tasteful, acceptable ways, but the practice is obnoxious and offensive when it involves exploiting religion or treating it flippantly. In cases of the second sort, advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Within this very general framework, we can identify several moral principles that are particularly relevant to advertising. We shall speak briefly of three: truthfulness, the dignity of the human person, and social responsibility. 1. Truthfulness in Advertising Even today, some advertising is simply and deliberately untrue. Generally speaking, though, the problem of truth in advertising is somewhat more subtle: it is not that advertising says what is overtly false, but that it can distort the truth by implying things that are not so or withholding relevant facts. To be sure, advertising, like other forms of expression, has its own conventions and forms of stylization, and these must be taken into account when discussing truthfulness. People take for granted some rhetorical and symbolic exaggeration in advertising; within the limits of recognized and accepted practice, this can be allowable. 2. The Dignity of the Human Person There is an imperative requirement that advertising respect the human person, his right duty to make a responsible choice, his interior freedom; all these goods would be violated if mans lower inclinations were to be exploited, or his capacity to reflect and decide compromised. Advertising can violate the dignity of the human person both through its content what is advertised, the manner in which it is advertised and through the impact it seeks to make upon its audience. This problem is especially acute where particularly vulnerable groups or classes of persons are concerned: children and young people, the elderly, the poor, and the culturally disadvantaged. Much advertising directed at children apparently tries to exploit their credulity and suggestibility, in the hope that they will put pressure on their parents to buy products of no real benefit to them. Advertising like this offends against the dignity and rights of both children and parents; it intrudes upon the parent-child relationship and seeks to manipulate it to its own base ends. Also, some of the comparatively little advertising directed specifically to the elderly or culturally disadvantaged seems designed to play

upon their fears so as to persuade them to allocate some of their limited resources to goods or services of dubious value. 3. Advertising and Social Responsibility Advertising that fosters a lavish life style which wastes resources and despoils the environment offends against important ecological concerns. In his desire to have and to enjoy rather than to be and grow, man consumes the resources of the earth and his own life in an excessive and disordered way. Man thinks that he can make arbitrary use of the earth Advertising that reduces human progress to acquiring material goods and cultivating a lavish life style expresses a false, destructive vision of the human person harmful to individuals and society alike. When people fail to practice a rigorous respect for the moral, cultural and spiritual requirements, based on the dignity of the person and on the proper identity of each community, beginning with the family and religious societies, then even material abundance and the conveniences that technology makes available will prove unsatisfying and in the end contemptible. Major Classifications Of Advertising 1. Product Related Advertising It is concerned with conveying information about and selling a product or service. Product advertising is of three types, viz., 1. Pioneering Advertising: This type of advertising is used in the introductory stages in the life cycle of a product. It is concerned with developing a primary demand. It conveys information about, and selling a product category rather than a specific brand. For example, the initial advertisement for black and white television and color television. Such advertisements appeal to the consumers emotions and rational motives. 2. Competitive Advertising: It is useful when the product has reached the marketgrowth and especially the market-maturity stage. It stimulates selective demand. It seeks to sell a specific brand rather than a general product category. 3. Retentive Advertising: This may be useful when the product has achieved a favourable status in the market that is, maturity or declining stage. Generally in such times, the advertiser wants to keep his products name before the public. A much softer selling approach is used, or only the name may be mentioned in reminder type advertising.

2. Public Service Advertising This is directed at the social welfare of a community or a nation. The effectiveness of product service advertisements may be measured in terms of the goodwill they generate in favour of the sponsoring organization. Advertisements on not mixing drinking and driving are a good example of public service advertising. In this type of advertising, the objective is to put across a message intended to change attitudes or behaviour and benefit the public at large. 3. Functional Classification Advertising may be classified according to the functions which it is intended to fulfil. (i) Advertising may be used to stimulate either the primary demand or the selective demand. (ii) It may promote either the brand or the firm selling that brand. (iii) It may try to cause indirect action or direct action. i. Advertising Based on Demand Influence Level. 1. Primary Demand Stimulation: Primary demand is demand for the product or service rather than for a particular brand. It is intended to affect the demand for a type of product, and not the brand of that product. Some advertise to stimulate primary demand. When a product is new, primary demand stimulation is appropriate. At this time, the marketer must inform consumers of the existence of the new item and convince them of the benefits flowing from its use. When primary demand has been stimulated and competitors have entered the market, the advertising strategy may be to stimulate the selective demand. 2. Selective Demand Stimulation: This demand is for a particular brand such as Charminar cigarettes, Surf detergent powder, or Vimal fabrics. To establish a differential advantage and to acquire an acceptable sort of market, selective demand advertising is attempted. It is not to stimulate the demand for the product or service. The advertiser attempts to differentiate his brand and to increase the total amount of consumption of that product. Competitive advertising stimulates selective demand. It may be of either the direct or the indirect type. ii. Institutional Advertising Institutional Advertising may be formative, persuasive or reminder oriented in character. Institutional advertising is used extensively during periods of product shortages in order to keep the name of the company before the public. It aims at building for a firm a Positive public image in the eyes of shareholders, employees, suppliers, legislators, or the general public. This sells only the name and prestige of the company. This type of advertising is used frequently by large companies whose products are well known. HMT

or DCM, for example, does considerable institutional advertising of its name, emphasizing the quality and research behind its products. Institutional advertisements are at consumers or focus them upon other groups, such as voters, government officials, suppliers, financial institutions, etc. If it is effective, the target groups will respond with goodwill towards, and confidence in the sponsor. It is also a useful method or introducing sales persons and new product to consumers. It does not attempt to sell a particular product; it benefits the organization as a whole. It notifies the consumers that the company is a responsible business entity and is patriotic; that its management takes ecologically responsible action, is an affair- motive action employer, supports the socialistic pattern of society or provides employment opportunities in the community. When Indian Oil advertisements describe the companys general activities, such as public service work, this may be referred to as institutional advertising because it is intended to build an overall favorable attitude towards the company and its family of products. HMT once told the story of the small-scale industries supplying it with component parts, thus indicating how it aided the development of ancillary industries. iii. Product Advertising Most advertising is product advertising, designed to promote the sale or reputation of a particular product or service that the organization sells. Indanes Cooking Gas is a case in point. The marketer may use such promotion to generate exposure attention, comprehension, attitude change or action for an offering. It deals with the non-personal selling of a particular good or service. It is of three types as follows:1. Informative Product Advertising: This form of advertising tends to characterize the promotion of any new type of product to develop an initial demand. It is usually done in the introductory stages of the product life cycle. It was the original approach to advertising. 2. Persuasive Product Advertising: Persuasive product advertising is to develop demand for a particular product or brand. It is a type of promotion used in the growth period and, to some extent, in the maturity period of the product life cycle. 3. Reminder-Oriented Product Advertising: The goal of this type of advertising is to reinforce previous promotional activity by keeping the brand name in front of the public. It is used in the maturity period as well as throughout the declining phase of the product life cycle. 4. Advertising based on Product Life Cycle 1. Consumer Advertising: Most of the consumer goods producers engage in consumer product advertising. Marketers of pharmaceuticals, cosmetics, scooters, detergents and soaps, cigarettes and alcoholic beverages are examples. Baring a few, all these products are all package goods that the consumer will often buy

during the year. There is a heavy competition among the advertisers to establish an advantage for their particular brand. 2. Industrial Advertising: Industrial executives have little confidence in advertising. They rely on this form of promotion merely out of fear that their competitors may benefit if they stop their advertising efforts. The task of the industrial advertiser is complicated by the multiple buying influence characteristics like, the derived demand, etc. The objectives vary according to the firm and the situation. The basic appeals tend to increase the rupee profits of the buyer or help in achieving his non-monetary objectives. Trade journals are the media most generally used followed by catalogues, direct mail communication, exhibits, and general management publications. Advertising agencies are much less useful in industrial advertising. 5. Trade Advertising 1. Retail Advertising: This may be defined as covering all advertising by the stores that sell goods directly to the consuming public. It includes, also advertising by establishments that sell services to the public, such as beauty shops, petrol pumps and banks. Advertising agencies are rarely used. The store personnel are usually given this responsibility as an added task to be performed, together with their normal functions. The result is that advertising is often relegated to a secondary position in a retail store. One aspect of retail advertising is co-operative advertising. It refers to advertising costs between retailers and manufacturers. From the retailers point of view, co-operative advertising permits a store to secure additional advertising that would not otherwise have been available. 2. Wholesale Advertising: Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image-making techniques used by retailers the need for developing an overall promotional strategy. They also need to make a greater use of supplier promotion materials and programs in a way advantageous to them. 6. Advertising based on Area of Operation It is classified as follow: 1. National advertising: It is practiced by many firms in our country. It encourages the consumer to buy their product wherever they are sold. Most national advertisements concentrate on the overall image and desirability of the product. 2. Regional advertising: It is geographical alternative for organizations. 3. Local advertising: It is generally done by retailers rather than manufacturers. These advertisements save the customer time and money by passing along specific information about products, prices, location, and so on. Retailer advertisements usually provide specific goods sales during weekends in various sectors.

7. Advertising According to Medium The most common classification of advertising is by the medium used. For example: TV, radio, magazine, outdoor, business periodical, newspaper and direct mail advertising. This classification is so common in use that it is mentioned here only for the sake of completeness.

The Components of an Advertisement

We can factor an advertisement into seven important components; 1. The Headline The Headline is the most read part of an advertisement. So advertisers try to tell maximum part of the product story through the headline. A headline will introduce the product or makes the promise statement or puts a question. It basically tries to attract the attention of the readers and create curiosity so the audience or reader sees further. The major types of headlines are:

Direct promise of benefit News about the product Curiosity or provocative, and Command headlines

Direct headlines make a direct promise about how the product will benefit the readers. Readers are often interested in what is new in the product so the words new, improved, etc. are often used in headlines. Such headlines provide some new information and are called news headline. Sometimes the promise or benefit is not offered in the headline. Instead an indirect approach is adopted by either posing a question or making a provocative statement, the headline tries to create a lot of curiosity about the product. It also forces the readers or the audience to see the copy and the promise is made in the copy of the Ad. In command headlines, the readers are urged to buy the product by promising a reward. For example, buy one, get one free or buy for the price of two. Usually they command or ask the consumers to buy. Another type of headline is the select headline. This is directed at the headline scanners. Such a headline selects it own audience and can reach selected groups by either addressing them directly or by discussing their specific problems. 2. The Sub-Headline This is not always used in ads. However, when the advertiser wants to say a lot at the beginning but the headline cannot do the job, then the subheading is used. The headline and subheading together can contain a longer message. The subheading usually spells out

or elaborates the promise made in the headline or it stresses on the products unique features. 3. Slogan It is a phrase or a sentence that describes the benefit derived from the product or one of the products most important attributes. The term slogan comes from the Gaelic words sluagh gairm, meaning battle cry. These days it is the battle cry in the field of sales and marketing. It consists of a single phrase by which an advertiser conveys an important idea, which will presumably lead readers or audience to remember and think favorably of this company. Slogan is thus a short and catchy phrase that gets the attention of the audience, is easy to remember and comes off the tongue easily. Slogan can of different types:

Slogan that emphasizes product or reward- every product has some reward to offer consumers. It may have some hidden quality that differentiates a product from the competitors. Slogans that emphasizes action to be taken- the slogan might urge directly that you use the product or service.

4. Body Copy When the headline usually makes a claim, the body copy elaborates upon it and provides supporting proof. When the headline poses a question, the subheading answers it. The amount of detail in an advertisement should be sufficient to answer the questions arising in the minds of a prospective buyer. And if the consumers require more details or information, then they can be requested to come back to the company for information booklets or can be invited to come to the retailer or dealer for more information or demonstration. Sometimes the consumer wants a proof or evidence of the claims made in the advertisement. So proofs about quality, performance, durability, etc. are provided through arguments, proofs by experts, testimonials by users or through demonstrations in the body copy. 5. Visualization The headline is a major attraction getting device. Another device is the visual impact of the ad. This is the combination of the visuals used in the advertisements and the visual treatment given to other elements of the ad. This visual impact becomes strong if the idea has been properly visualized. Visualization means to think in terms of visuals or pictures. And one need not be an artist or painter to be able to visualize as all it require is thinking.

For example think about the picture, which comes to your mind when you think the word flower. It could be a bouquet of flower or a garden full of beautiful flowers. These kind of perceptions need to be portrayed in the advertisements. A visualizer need not draw or paint these things but can just describe these and leave the drawing to the artists. Visuals and pictures help people dream and project themselves in to another time, place, or situation. Pictures appeal to our hidden and suppressed emotions. Also pictures communicate ideas quickly and easily and also there is no chance of misinterpretation. Visuals not only attract attention, they hold the interest and often tell maximum part of the story. Visuals also identify the product, arouse interest, create a favorable impression of the product or the advertiser, clarify claims made in the copy, make demonstrations, emphasize the unique features of the product. And finally the visuals provide continuity for all advertisements in the campaign through the use of similar visuals. 6. Layout Layout has two meanings. One means the total appearance of the advertisement, its design, the composition of the various elements. The other meaning is the act or process of placing the elements (copy, visuals, etc) together. A layout could be the first pencil sketch, which puts the idea on paper or could also be the final piece after finishing touches. Good layouts are unimaginative. The various stages of a layout are:

Thumbnail sketches- Advertising people usually work in pairs. A copywriter and a visualizer sit together and create ideas. The first thing they do is to come up with as many ideas as possible. And as they get the ideas they put them on paper, which is called thinking on paper. This helps in many ways-it records all the ideas options on paper, it gives some kind of a shape to the idea without using any expensive color, wasting much paper, etc. and without spending much time and efforts. In the thumbnail sketch the various elements of the advertisement are just schematically or diagrammatically represented. For example, a thick serrated line represents the headline. Thinner serrated lines represent the subheading and the slogan. Straight lines or dotted lines represent body copy. Boxes crossed inside represent visuals. Also thumbnail sketches are very small in size. Only the shape is proper-being proportionately smaller. Rough sketches- in the rough stage, bigger layouts are made so that more details can be accommodated. Hand lettering is done for the headlines and other copy parts that are to be composed in bigger type sizes. A rough sketch of the visual is pasted. These rough layouts are presented to the agency creative director for approval. Then the rough layout is further polished. Comprehensive stage- the rough layout is still small in size, with no color, with no proper borders and no proper lettering and visuals. Now it is enlarged to its actual size. All the copy is lettered or composed. Proper borders and other marks are put on the layout. Photographs and other visual are cut from other places or Photostatted and pasted. Some coloring-particularly using crayons, water colors,

etc is done. This stage is called the comprehensive stage. As the name suggests this layout is easy to understand. This layout is presented to the client for approval. Once the client approves the layout, it is then ready for the final finishing touches. Art work-this is the final stage of layout. Here care is taken to look into each minute detail. The copy is properly composed or lettered. Proper photographs, paintings, sketches, or graphics are used. Other elements like borders etc are properly places. Coloring is done. Finishing artists give the final touches. This stage is now ready to be printed. All these various stages of preparing the layout are beneficial in a many ways. First these stages save time, money and efforts. If you prepare a final layout without taking the approval and it gets rejected, then all the material used, efforts and time spend are wasted. Also working on only one idea curtails the various other possible options.

A layout starts with a blank piece of paper. What the layout artist does is to place the copy, visuals and other elements on it. This placing of elements is not just mere decoration. What is required is a good, clear vision and interpretation of the selling concept of the story. A good layout allows all its elements-visuals, headlines, subheadings, body copy, charts, maps, logo, borders and other elements-to work together to do the job of telling the product story. A good layout takes into consideration the principles of balance, proportion, unity, contrast, harmony, rhythm, and direction. And finally a good layout must be attractive, must create an appropriated mood or feeling, must have individually to stand out fr9om the clutter of advertisements. 7. Trademark The term trademark includes any word, symbol or device or any combination there of adopted and used by a manufacturer or merchant to identify his goods and distinguish them from those manufactured or sold by others in the market. Trademarks are important because of two reasons:

It increases the credibility of the firm because the buyer buys the product only after looking at the brand name. Registration of trademarks prohibits duplication.

Measuring Advertising Effectiveness

All advertising efforts are directed mainly towards the achievement of business, marketing and advertising objectives i.e., to increase the sales turnover and thus to market the maximum profit. The advertiser spends lakhs of rupees in to this advertising activity. In the background of all these efforts, is an attempt to attract the customer towards the product through advertising. As soon as the advertising campaign is over, a need is generally arisen to measure the effectiveness of the campaign. Whether, it has achieved the desired results i.e. desired sales profitability or results in terms the change in

customer behaviour in favour of the companys product which will naturally, affect the future sale of the product. In order to measure the effectiveness of advertising copy, two types of tests pre tests and post tests- can be undertaken. Pre tests are generally conducted in the beginning of the creation process or at the end of creation process or production stage. There are several pre and post tests techniques to measure the effectiveness of the advertising copy. The effectiveness of advertising in a particular media may also be measured in any of the following ways;

By giving different addresses to different media, Different newspapers may be selected for advertisements of different departments, Coupon blank etc. May be provided with the advertisement or Enquiry from consumers should mention the name of the source of information.

The technique is known as keying the advertising. Thus in measuring the effectiveness of advertising we include measuring of the effectiveness of advertising campaign, advertising copy and the effectiveness of individual media. This chapter deals these three problems. Importance of measuring the Effectiveness of Advertising

It acts as a Safety measure: Testing effectiveness of advertising helps in finding out ineffective advertisement and advertising campaigns. It facilitates timely adjustments in advertising to make advertising consumer oriented and result oriented. Thus waste of money in faulty advertising can be avoided. Provides feedback for remedial measures: Testing effectiveness of advertising provides useful information to the advertisers to take remedial steps against ineffective advertisements. Avoids possible failure: Advertisers are not sure of results of advertising from a particular advertising campaign. Evaluating advertising effectives helps in estimating the results in order to avoid complete loss. To justify the Investment in Advertising: The expenditure on advertisement is considered to be an investment. The investment in advertising is a marketing investment and its objectives should be spelt out clearly indicating the results expected from the campaign. The rate and size of return should be determined in advance. If the expected rate of return is achieved in terms of additional profits, the advertisement can be considered as effective one. To know the communication Effect: The effectiveness of the advertisement can be measured in terms of their communication effects on the target consumers or audience. The main purpose of advertising is communicated the general public, and existing and prospective consumers, various information about the product and the company. It is therefore desirable to seek post measurements of advertising in order to determine whether advertisement have been seen or heard

or in other words whether they have communicated the theme, message or appeal of the advertising. Compare two markets: Under this procedure, advertising is published in test markets and results are contrasted with other. Markets so called control markets which have had the regular advertising program. The measurements made to determine results may be measurements of change in sales, change in consumer attitudes, changes in dealer display and so on depending upon the objectives sought by the advertiser.

Methods of Measuring Advertising Effectiveness

Advertising is aimed at improving the sales volume of a concern so its effectiveness can be evaluated by its impact on sales. Most of the managers believe that the advertisement directly affects the sales volume and hence they evaluate the effectiveness of the advertising campaign by the increase in the sales volume. Read More: Measuring Advertising Effectiveness There may be two types measures

Direct measures and, Indirect measures.

1. Direct Measures of Advertising Effectiveness Under direct measures, a relationship between advertising and sales is established. A comparison of sales of two periods or two periods or two markets may be done and the corresponding changes may be noted. The following are some of the methods that are generally used in measuring that advertising effects. i. Historical Sales Method Some insights into the effectiveness of past advertising may be obtained by measuring the relationship between the advertising expenditure and the total sales of the product. A multiple regression analysis of advertising expenditure and sales over several time periods may be calculated. It would show how the changes in advertising expenditure have corresponding changes in sales volume. This technique estimates the contribution that advertising has made to explaining in a co relational manner rather than a casual sales, the variation in sales over the time periods covered in the study ii. Experimental Control The other measure of advertising effectiveness is the method of experimental control where a casual relationship between advertising and sales is established. This method is quite expensive when related to other advertising effectiveness measures yet it is possible to isolate advertising contribution to sales. Moreover this can be done as a pre-test to aid

advertising in choosing between alternative creative designs. Media schedules expenditure levels or some combination of these advertising decision areas. One experimental approach to measuring the sales effectiveness of advertising is test marketing.

Before-after with Control Group Design: This classic design uses several test and control cities in this design two types of cities are selected. Cities in which advertising campaigns are affected may be named as test cities and other cities may be called central cities. First of all, the normal sales level is calculated for both type of cities prior to advertising campaign, and then the advertising campaign is presented to the test cities and not the central cities. The effect of advertising campaign, can then, be measured by subtracting the amount of post campaign figure of sale from the pre campaign sale figures in test cities Multivariable Experimental Designs: While the experimental design discussed above yields a reasonably accurate estimate of the effects of the advertising on sales, it is not successful in explaining the success or failure of the campaign itself. Multivariable designs Produce these explanations and are, therefore used by some very large firm because of their diagnostic value.The power of this multivariable factorial design is explained by G.H.Brown, former Fords Director of Marketing Research. For any single medium, eight possible geographic areas have been exposed and eight have not been exposed. Thus, in this experimental model it is possible to evaluate how each individual medium behaves alone and in all possible to evaluate how each individual medium behaves alone and in all possible combinations with other media.

2. Indirect Measures of Advertising Effectiveness As it is very difficult to measure the direct effect of advertising on companys profits or sales, most firms rely heavily on indirect measures. These measures do not evaluate the effects of advertisements directing on sales or profits but all other factors such as customer awareness or attitude or customer recall of advertising message affect the sales or profits or goals of the business indirectly. Despite the uncertainties about the relationship between the intermediate effects of advertising and the ultimate results, there is no other alternative but to use indirect measures. The most commonly used measures are;

Exposure to Advertisement: In order to be effective, the advertisement must gain exposure. The management is concerned about the number of target audiences who see or hear the organization message set in the advertisement. Without exposure, advertisement is bound to failure. Marketers or advertisers may obtain an idea of exposure generated by the medium by examining its circulation or audience data which reveal the number of copies of the magazine, newspaper or journal sold the number of persons passing the billboards or riding in transit facilities, or the number of persons living in the televiewing or radio listening area, and the number of persons switching on their T.V. and radio sets at various

points of time. This number can be estimated by interviewing the numbers of the audience for different media. Attention or Recall of Advertising Message Content: This is one of the widely used measures of advertising results. Under this measure, a recall of the message content among a specified group or groups or prospective customers is measured within 24 hours of the exposure of the advertisement. Attention value is the chief quality of the advertising copy the advertisements cannot be said to be effective unless they attract the attention of the target consumers. There are two methods for evaluating the attention getting value of the advertisements. One is pre-test and the other is post-test. In a pre-test evaluation, the consumers are asked to indicate the extent to which they recognise or recall the advertisement, they have already seen. This test is conducted in the laboratory setting. Here consumers read, hear or listen to the advertisement and then researchers ask question regarding the advertisement just to test the recall and then evaluate it. In post-test method, the consumers are asked questions about the indication of recognition or recall after the advertisement has been run. These measures assume that customers can recall or recognize what they have viewed or listened to. Various mechanical devices are being used in the western countries which provide indices of attention such as eye-camera etc. Brand Awareness: The marketers who rely heavily on advertising often appraise its effectiveness by measuring the customers awareness about the particular product or brand. The assumption of this type of measure is that there is a direct relationship between the advertisements and the awareness. This type of measure is also subject to the same criticisms as is applicable to direct measures of effectiveness (sales measures because awareness is also not the direct result of the advertisements. It is also affected by many other factors. But, for new products, changes in awareness can often be attributed to the influence of advertising. Comprehension: Consumers generally use advertisements as a means of obtaining information about the product, brand or the manufacturer. They cannot be informed unless they comprehend the message (grasp the message mentally and understand it fully). Various tests for valuating comprehension are available. One is recall tests an indicator of comprehension because it is evident that consumers recall what they comprehend. Another measure of the variable is to ask questions about subjects how much they have comprehended a message they have recently heard or seen. One may employ somewhat imprecise test of the comprehension of a newspaper and radio advertisement. One may ask typical target consumers from time to time such questions like what did you think of our new commercial? and Did it get the message across? The answers of these questions will provide sufficient insight into advertising decision making. Attitude Change: Since advertising is considered to be one way of influencing the state of the mind of the audience towards a product, service or organisation, the results are very often measured in terms of attitudes among groups exposed to advertising communication. Several measures are used ranging from asking the questions about willingness to buy the likelihood of buying to the measurement of the extent to which specific attributes (such as modern or new) are associated with a product.

Action: One objective of advertisement may be assumed to be to stimulate action or behavior. The action or intention to take an action may be measured on the intention to buy measuring instrument. Under this type of measure, consumers are asked to respond why they are interested in purchasing the product or brand. One type of action that advertisers attempt to induce is buying behavior. The assumption is that if an increase in sales follows a decrease in advertising expenditure, the change in sales levels are good indicators of the effectiveness of advertising. Logic suggests that measurement of sales is preferable to other measurements.

Thus, these above measures (direct or indirect) are used to evaluate the effectiveness of advertisements. It seems from the analysis of the above methods of measuring effectiveness that directly or indirectly changes in sales or profits are taken as the measuring rod of the effectiveness of the advertising.

Significance of Advertising
Advertising helps in spreading information about the advertising firm, its products, qualities and place of availability of its products, and so on. It helps to create a nonpersonal link between the advertiser and the receiver of the message. The significance of advertising has increased in the modern era of large scale production and tough competition in the market. Advertising is needed not only by the manufacturers and traders but also for the customers and the society. The benefits of advertising to different parties are discussed in the following paragraphs. Benefits to Manufacturers and Traders It pays to advertise. Advertising has become indispensable for the manufacturers and distributors because of the following advantages:

Advertising helps in introducing new products. A business enterprise can introduce itself and its products to the public through advertising. It can create new taste among the public and stimulate them to I purchase the new product through effective advertisement. Advertising assists to increase the sale of existing products by entering into new markets and attracting new customers. Advertising helps create steady demand of the products. For in-stance, a drink may be advertised during summer as a product necessary to fight tiredness caused by heat and during winter as an essential thing to resist cold. Advertising help in meeting the forces of competition in the market-place. If a product is not advertised continuously, the competitors may snatch its market through increased advertisementments. Therefore, in certain cases, advertising is a necessity to remain in the market and remind the customer as done by soft drink companies. Advertising is used to increase the goodwill of firm by promising good quality to the customers.

Advertisements increase the morale of the employees of the firm. The salesmen feel happier because their task becomes easier if the product is advertised and known to the public Advertising facilitates direct distribution of the product through the retailers. Retailers are encouraged to purchase and sell the advertised products.

Benefits to Customers Advertising offers the following advantages to customers

Advertising helps the customers to know the the existence of various products and their prices. They can choose from the various brands to satisfy their wants. Thus they cannot be exploited by the sellers. Advertising educates the people about new products and their diverse uses. Advertising increased the utility of products for many people adds to the amount of satisfaction which they are already enjoying. Advertising induces the manufacturers to improve the quality of their products through research and development This ensures supply of the products of better quality to the consumers

Benefits to Society The society at large is also benefited because of advertisement:

Advertising provides employment to persons engaged in writing, designing and issuing advertisements. Increase in employment brings additional income with the people which stimulates more demand. Employment is further generated to meet the increased demand. Advertising promotes the standard of living of the people by increasing the variety and quality in consumption as a result of sustained research and development activities by the manufacturers. Advertising educates the people about the various uses of different products and this increases their knowledge. Advertising also helps in finding customers in the international market which is essential for earning foreign exchange. Advertising sustains the press, and other media. It provides, all important source of income to the press, radio and television network. The customers are also benefited because they get newspapers and magazines at cheaper rate. The publishers of newspapers and magazine; are benefited because of increased circulation of their publication;. Lastly advertising also encourages commercial art.

What is an Advertising Campaign?

An advertising campaign is a specific course of action designed to advertise a company, cause, or product that employs an intentional and carefully coordinated series of marketing tools in order to reach the target audience. The end purpose of any ad

campaign is to boost awareness of the subject matter and generate demand. The exact structure of the advertising campaign will often depend on the nature of the product or cause and the target audience that the campaign is designed to reach. While specifics vary from one advertising campaign to another, some of the same tools are used in just about any campaign. Both print and electronic media are often used to generate attention and enthusiasm for the subject of the campaign, often with the logical and timely launch of different tools at specific points in the overall campaign. While in time past, electronic media referred more to television and radio broadcasts, that component now includes tools such as online banner ads, text messaging, and email advertisements. In terms of print media used in an advertising campaign, ads placed in newspapers and magazines are a time-honored method of reaching the target audience. The ads usually are designed to pique the interest of readers and entice them to learn more about the topic of the ad. In order to ensure that the desired consumers are reached, the print advertisements will often appear in print media that is geared toward those consumers. For example, software that is designed to keep track of sales leads and existing clients may appear in a magazine that caters to sales and marketing professionals. With electronic media, television and radio commercials remain a viable means of attracting the attention of buyers and creating demand for various products and services. Short television commercials designed to amuse as well as inform tend to make an impression on the viewer and are highly likely to entice a significant number of consumers to purchase the products displayed in the ad. In like manner, an advertising campaign may also include short radio commercials that catch the ear of the listener and help to conjure up visual images that create demand for the product. Along with traditional methods of creating an advertising campaign, newer tools are making it possible to reach consumers in new ways. Many companies design advertising campaigns to current clients that rely on such tools as text messaging or email advertising. For example, a telephone service provider may notify existing customers of upcoming specials on bundled services by sending a text message to the clients cell phone. As an alternative, the service provider may notify the customer of upcoming sales or new products and services via an email. When coordinated with other tools as part of an overall advertising campaign, it may be possible to upsell current clients to generate more revenue as well as gain a significant number of new customers. For the most part, an advertising campaign will set specific goals that must be realized in a given period of time. In the event that the campaign does not quite meet the goals, the overall approach can be reworked slightly for the remainder of the campaign, or the information gained during the current campaign can be used to create a more effective follow-up advertising campaign strategy. Learning from the experience of past campaigns makes it possible to strengthen upcoming campaigns and move closer to achieving the goals set by the advertiser.

A coordinated series of linked advertisements with a single idea or theme. An advertising campaign is typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.

Top 10 Tips for an Effective Advertising Campaign

The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of your business. Here are 10 advertising tips to pay attention to: 1. Go after your target audience. An advertising campaign should be geared to your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers. For more information, read How to Identify and Reach Niche Markets for Your Business. 2. Highlight your competitive advantage. One of the keys to all advertising is to accentuate the pros of your company, those factors that give you your competitive edge. Too many ads are clever but fail to sell the benefits of the product or service. 3. Establish an image. You can recognize the McDonald's arches while whizzing by on the highway. Likewise, there are plenty of products that you recognize by their packaging or logo. Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image. Check out Three Brand Identity Myths That Will Bring Your Business Down for additional issues to avoid. 4. You have to spend money to make money. There are ways to save money, but typically advertising is not the place to cut corners. It will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works. Check out More Bang for Your Advertising Buck for costcutting tips that won't cut your goals. 5. Advertise in the right places. Your favorite magazine, radio station, or even television program might not be a favorite of your audience. Know what they read, watch, and listen to, and advertise in media that reaches your target market. 6. Don't allow your budget to run your advertising campaign. If you budget $5,000 per month for advertising, you've made it very easy from a bookkeeping perspective. However, if like most businesses you have seasonal highs and lows, you are spending too much money advertising during down times and not enough when you want to attract customers. Too many entrepreneurs do not budget according to their seasonal advertising needs. 7. Diversify. It is all too common for business owners to choose the best place to advertise based on price and potential rate of returns and then stop. As is the case with investing, you do not want to put all of your eggs in one basket. Spread your advertising dollars around.

8. Don't try to be everything to everyone. No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience. 9. Test your ads in advance. If you have the time or money to invest in focus groups, you should test your ads on other people. Do they understand and accept the message that you are trying to convey? For further information, read Focus Groups: How They Can Work for Your Small Business. There are other lessexpensive ways to test your ads as well: questionnaires, for example. The article Creating Questionnaires for Gathering Market Research can be helpful. 10. Monitor your ads. It is very easy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to know which ads generate business.

Different Types Of Advertising Campaigns

Smart advertising. It gets your name out there. It gets the attention of your target audience. And it gets you the results you're looking for. From strategic planning through the complete concept, writing, design and development of high-impact creative, professional companies can help you craft an innovative and effective advertising campaign in any medium or all of them. Advertising that works with one audience might score a zero with another. What really counts is that your target market connects with your advertising message. Print Direct Response Television Online

Advertising is everywhere, yet much of it is wasted. Not because it is poorly created, but because it is not well targeted. Identifying each client's highest priority markets and the most efficient means to reaching those markets is precisely how the companies achieve superior results.
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In their marketing messages and materials, companies too often make the classic conversational mistake: they talk too much about themselves. Instead of focusing on the benefits from the buyer's point-of-view, they talk about features and functionality of their product or service without demonstrating an understanding of what the customer needs. The result is a missed opportunity to influence the purchasing behavior of the buyer. Most of the companies avoid this mistake by first identifying what messages would lead a prospective customer to buy a product or service. Through research and testing the ad creator should determine the offers and calls to action that will encourage buyers to act now. And finally the ad should include brand messaging that provides an emotional connection and builds a lasting relationship with the brand. Effective creative needs to do more then just look good or deliver information. It needs to get people to change their behavior and make a company's offerings a bigger part of their personal or professional lives. Our creative combines visual, verbal and tonal elements that meet four key criteria: Relevance Your messaging should answer the first two important questions that prospects will ask about your advertising and the products you are selling: "Why should I care and what is in it for me?" Intriguing Many ads and their messages are lost in the clutter because they are too dull to be noticed. Communications that are crafted to capture and hold the attention of your audience are essential. Branding The only way to move something heavy, such as brand perceptions, is to apply consistent force over time in the same direction. Every message coming from your company should reinforce everything that came before it.