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ADVERTISING.

Origin of advertising

The origin of advertising does not lie in the modern industrial age, but it has its roots in the
remote past. Thousand of years ago most people were engaged in hunting,farming, or
handicraft related activities. They used to barter products among themselves. Distribution
was limited to how far the vendor could walk and distribute, advertising was limited to how
loud they could shout. Perhaps the earliest form of advertising was simply the trader shouting
out the fact that he existed and naming what he had to sell in the local market place. As an
instrument of marketing, advertising was an effective through multiple salespeople reaching
many people at one time. Then it had used the media as a tool. The American marketing
association defines advertising as “any paid form of non-personal presentation and promotion
of ideas, goods or services by an identified sponsor” .Advertising doesn’t change the physical
properties of the product but than also it is the most compulsory expense for creating demand
for the product.

Creativity In Advertising.

Impact of advertising

Advertising plays an important role in today’s competitive business world. It provides

benefits to Manufacturers, Retailers, Customers, Salesman and Society as well. Introduces a
New Product: Advertising is used to introduce a new product in the market. It helps to
compete with establish brands and, thereby, ensures the survival and success of new product.
Creates Demand for Product: Advertising creates demand for the product. Advertising spread
information about the product or services and makes consumers aware about it through
various mass media which makes positive effect on the mind of the people and create demand
for the product. Expand Market: It helps in expanding local markets, to national level and
even to international level. Trading at national and international level is impossible without
advertising. Assists Personal Selling: Advertising reaches a prospect before a salesman could.
The prospect is well informed through advertising. Makes the salesman’s job easier.
Building Brand Image: The purpose of repeat advertisings is to make people more brands
conscious. Once good brand image is developed, buyers generally become brand loyal.
Money spent on advertising is a long term investment to build brand and company image.

Creativity In Advertising.

Reduces the cost of goods: Advertising generates more demand, which leads to large scale
production and distribution. This results in economies in large scale which in turn reduces
cost of goods. Persuades prospects: Every competitor makes superior claims of his product.
Therefore, a prospect needs to persuade to buy products. So, the role of Advertising is not
only to inform but also to persuade.

Employment: Advertising provides employment in the field of advertising to copywriters,

models, etc. It provides indirect employment in society due to large scale production and
distribution.
Role of advertising in marketing mix.

Marketing mix refers to advertising combination of four elements of marketing useful for
large-scale marketing. Such elements are: Production, Price, Place, and Promotion (4 Ps).
According to W.J. Stanton “Marketing mix is the term used to describe the combination of
the four inputs which constitute the core of advertising company’s marketing system: the
product, the price structure, the promotional activities and the distribution system”.

Creativity In Advertising. Advertising and elements of marketing mix: Advertising and

product: Product is the core element in the marketing mix. The market demand finally
depends on the popularity and utility of the product. Popularity again depends on the Quality,
benefits and uses of the product. It is necessary to give publicity to physical and other
features of the product. Such information needs to be communicated to the prospects through
advertising.

Advertising and price:

Buyers are always sensitive about the market price. They shift from one product to the other
due to quality or price. Price charged should be reasonable. This is necessary for the support
and co-operation of consumers.

Advertising and Place: Place relates to physical distribution which is possible through various
channels of distribution. Advertiser has to decide whether to adopt direct or indirect channels
of also useful for large-scale distribution. Advertising plays a crucial role to ensure smooth
distribution of goods and keep the consumers well-informed.

Advertising and Promotion: Promotion is perhaps the most important element in the
marketing mix. Companies introduce sales promotion campaigns for capturing market. Price
discounts and schemes like buy one, get one free are also offered as sales promotion. Various
sales promotion techniques are introduced at the consumer and dealer levels. Window
display, provision of after sales services and coordinal public relations also facilitate sales
promotion. Massive advertising is useful to support the sales promotion campaigns.

Creativity In Advertising.

AIDA Formula in Advertising

The AIDA formula in advertising was suggested by E.K. Strong in his book “the psychology
of selling.” This formula suggests the steps in the process of advertising. The term AIDA is a
short form derived from the four words: A à ATTENTION I à INTEREST D à DESIRE A à
ACTION

A = Attracting Attention: It involves attention element of an advertisement which ‘catches

the eye’ and attract attention. A person is likely to be attracted to advertisements which
concerns him and will be useful for him. In order to attract the attention of reader, it is
necessary to provide relevant information.
I = Moving Interest: This is the second step to consumer’s response. It is called “from eye to
mind” or “from attention to interest”. As attention should be favorable, interest also should be
favorable. All good advertisements start with consumer’s point of interest. An advertiser’s
approach should be to establish with the consumer, who is advertising prospective buyer for
the advertised product.

D = Creating Desire: The main job of advertising is the transformation of an interest into
advertising desire in the consumer’s mind for possessing that product. Some methods for
creating advertising desire which turn product interest into a buying desire. a) Present
benefits that the consumer will gain. b) How to use or operate the product? c) Show the
troubles that can be avoided by product purchase. d) Use prestige, pleasure and social
approval angles.

A = Securing Action: This is the last stage in response to the advertisements. It prompts
action and turns prospects into buyers of the product. It is very important stage because it
decides the success and failure of advertisement. Complete information including price of the
product, quantity, etc., should be given to help the person to make a purchase decision.
Similarly, expected action can be secured by adopting various techniques such as, gifts,
samples, installment facilities, free demonstration etc. by using phrases “Don’t delay”,“Buy
now”, “sale”, “Limited Stock”…etc. action is generated.

ADVERTISING AGENCY.

What advertising agency represent? An independent business organization. Composed of

creative people. Who develop, prepare and place ads in advertising media; For seller seeking
to find customers for their goods and services. Advertising agency offers specialized services
to its clients by charging certain fees. An advertiser prefers to transfer the entire
responsibility of advertising to such agency rather than looking after all details regarding the
entire advertising work. Advertising agency is a service organization. Large companies prefer
to use the services of such skilled, professional agencies for extensive and effective
advertising. Similarly, large majority of advertisements and effective advertising. In fact,
advertising agencies represent the core of the advertising profession. The agency has writers,
artists, media experts, researchers, television producers, account executives and other experts.
Agency specialists works together to analyse the clients business and prescribe advertising
course of action to keep the business healthy. The American association of Advertising
Agencies, (AAAA) defines advertising agency as “An independent business organization,
composed of creative and businesspeople, who develop, prepare and place advertising in
advertising media for sellers seeking too find customers for their goods and services.”

Preference for advertising agency:

Expert services through skilled personnel: An advertising agency appoints expert staff such
as copywriters, media planners, art designers and film makers. It provides expert services to
the advertiser and offers the benefits of the services of experts in the field of advertising. This
raises creativity in advertising. New ideas are introduced for making advertising consumer-
oriented and target-oriented. Economical services: An advertiser finds it economical to
employ an advertising agency rather than maintain advertising full-fledged advertising
department. Moreover, the internal advertising department may not be able to provide
diversified services.

Wide range of services and study of marketing problems: Advertising agency provides wide
range of services to its clients. Such services include marketing research, product renovation,
introduction of suitable brand, and so on. These services are in addition to usual services such
as preparing copy and booking space in media. Even the marketing problems of clients are
analyses objectively and remedial measure is suggested by the advertising agencies.

Media contacts: Advertising agency maintains close and cordial contacts with advertising
media. An agency can book suitable time and space in the media for its clients. This raises
the effectiveness of advertising campaign.

Creativity in Advertising: An advertising agency offers the benefits of its expert staff and past
experience to its clients. It can introduce new ideas while introducing the products of its
clients for better appeal to consumers. It brings professional touch and creativity in the entire
advertising activity.

Innovative approach: Advertising agencies know exactly what makes an advertisement click
and what contributes to failure. They are better placed to take advantage of rich experience
and help the advertisers with innovative campaigns.

Flexibility: An advertiser can shift from one agency to another if he is dissatisfied with the
services. When the advertiser maintains advertising department it is not at all easy to close it
down because it involves dismissal of employees.

Selection of an Advertising Agency: Creativity is the most important asset of an advertising

agency. Creativity depends on the quality of creative personnel (copywriters, artists, art
directors, etc.) appointed by the agency. The quality of creative services should be given
adequate weightage while selecting an ad agency.

Services offered by an Agency: It is necessary to consider the range of services offered

(advertising and non-advertising) while selecting advertising agency. Small agencies provide
limited services while large agencies offer wide range of services i.e. a package of integrated
services.

Location of an agency: Location of an agency is important for effective, quick and efficient
flow of communication with the agency. The agency which is operating in the city where the
advertiser had its head office should be convenient. The agency can also follow the client
easily.

Size of Agency: Advertising large size agency normally offers better quality services. Such
agency is financially stable with adequate staff. Small agencies may not offer wide variety of
services. Naturally advertising large agency is always preferable.
Initiative and involvement: Advertising agency takes keen interest and initiative in the work
of its clients. The agency which studies the problems of the advertiser and offers suitable
guidelines is also useful for the advertiser. There should be complete involvement of the
agency in the client’s business.  Market standing of the agency: The market standing and
past record of an advertising agency should be taken into account while selecting an agency.
The agency which provides prompt service and also maintains coordinal relations is always
preferable.

ADVERTISING CAMPAIGN:

What does it mean? Planning Advertising Campaign is not common in the case of all
manufacturing companies particularly companies marketing consumer item and facing cut
Throat market competition. Advertising Campaign has been defined as series of
Advertisement having the same thing and published within specific period. Though the
campaign is conveyed through different media, it has a single theme and its unified approach.
All though advertisement are depended but they are deliberately made similar to one another.
The physical continuity is indicated by similarity of visual and orals. Introduction of
advertising campaign need long term planning with specific objective, budgetary provision
and arrangement for extensive advertising with advertisement specific period. Involvement of
various marketing executive is also essential for the introduction of such advertising
campaign. During the campaign period, series of advertisements with identical messageare
published through different media in order to have positive impact on the people. The
purpose of advertising campaign is to solve marketing problems with the help of extensive
advertising. It may be treated as outcome of overall marketing strategy. Advertising efforts
through well planned campaign gives better results than regularadvertising on advertisement
small scale. This is because buyers are forgetful oferratically appearing advertisements.
However, repeated advertisements on the sametheme give better response from the
consumers. 123

13. Projectsformba.blogspot.com Creativity In Advertising. Coverage:-1. Advertising

Campaign may be organized at the national, regional or local levels.2. Sometimes, they may
be necessary for facing market competition.3. Direct mail, radio, TV and press are used for
the execution of advertising campaign.4. Advertising campaigns are costly due to increasing
media rates. 3.2 Requirement of advertising campaign:Advertising campaign is always
desirable because:1. Consumers are forgetful.2. Consumers get confused with advertising
messages.3. Consumers sometime overlook advertisements.4. New prospects emerge over
advertisement period of time.5. A part of advertising effort goes waste because some buyers
are not real prospects when advertisement appears.6. Continuity in message as reminder. 3.3
Factor influencing planning of an advertising campaign: 1. The organization: The position of
the company undertaking advertisement campaign needs properconsideration while planning
advertising campaign. The production capacity of theorganization, its financial position, the
sales force available, he product to be marketed aresome factors which need proper
consideration. 2. Advertising budget: Planning of advertising campaign depend on the budget
provision made by thecompany for such campaign. For advertising, agency, the main
consideration is how much 133
14. Projectsformba.blogspot.com Creativity In Advertising.I campaign, media used,
frequency of advertisements in media, etc depend on the budgetprovided for the campaign. 3.
The product: Product or service is the base of entire advertising campaign. Such product may
beconsumer or industrial, direct usable or durable, high or low priced and finally facing
highor low market competition. The planning of advertising campaign should be as per
thefeatures of the product. 4. Consumers: While planning ad campaign, it is important to take
in to account composition ofconsumers, their buying habits, purchasing power, location etc.
This will help theadvertiser to select suitable advertising theme, media and frequency of
advertisements. 5. Language: Most of the ads are initially conceived in English. Hindi and
regional languagesare better understood by the people. Bilingual advertising will be more
effective. 6. Competitors: Advertisement is normally influenced by the extent of market
competition and thestrong and weak points of competitors. Experts can plan the campaign
properly afterstudying the position of market competition and the policies of competitors. 7.
The media: Advertising campaign is influenced by the media available for
advertisingpurpose. It is necessary to select media which are suitable for the product,
targetconsumers, budget allocation and so on. 8. Sales promotion efforts: 143

15. Projectsformba.blogspot.com Creativity In Advertising. Advertising campaign should be

properly adjusted with the plans of otherdepartments of the company. It should be adjusted
with the production schedule and thesales promotion plan prepared by the sales department.
9. Identification of Current Problems: Advertising campaign is basically for dealing with the
current marketing problemsof the company. The possible problems may be: sales are
reducing, merits of the productare not brought to the notice of target consumers, the product
fails to face marketcompetition effectively, etc. it is necessary to give attention to such
current problemswhile planning advertising campaign. 10. Government Regulations: In our
country, government exercises control over media. Advertisement numbersof restrictions
have been imposed by the government. In order to plan an effectiveadvertising campaign it is
desirable that the advertiser is well-informed about governmentregulations and controls in
various media. 11. Advertising Objectives: An advertising campaign is well executed when
its advertising objective is welldefined. The campaign must use such headlines, slogans,
illustrations which help toachieve the advertising objectives. 3.4 Procedure for planning
advertising campaign: Planning advertising campaign is advertisement’s lengthy process but
is essentialfor successful execution of the campaign. Large companies prefer to hand over the
entirework of planning advertising campaign and its execution to advertising agencies.
Duringthe planning process, the agency has to do lot of research and finalize various details
ofthe advertising campaign. In general, the following broad steps are involved in the
processof planning of advertising campaign: 153

16. Projectsformba.blogspot.com Creativity In Advertising.1. Review of Company’s

Marketing Position:A company which desires to introduce advertising campaign may appoint
an advertisingagency for planning and execution of advertising campaign. In this case, a joint
meetingof executives of the company and advertising agency is arranged to review the
presentmarketing position of the company, with reference to: The product. The
Consumers. The Market Analysis. The Competitive situation.In addition, special
marketing problems faced by the company will be reviewed. This typeof joint study prepares
faced background for planning advertising campaign which islikely to give promising results.
Detailed discussion on such items guides the agencyexperts in planning the advertising
campaign.2. Defining target market:While planning advertising campaign, it is important to
workout who are the potentialbuyers and where are they located. The common criteria used
to segment target marketsare demographic, geographical, psychographic etc.3. Determining
the objectives of Advertising Campaign:The objectives of advertising campaign need to be
decided before finalizing other details.The objectives guide the entire planning process. 163

17. Projectsformba.blogspot.com Creativity In Advertising. The objectives of advertising

campaign include: Sales promotion, Attracting customers of competitors, Developing
consumers loyalty, Motivating dealers to take active interest in the sales promotion,
Making the brand image popular and Motivating target customers to buy regularly and in
larger quantities.4. Budget allocation:Budget allocation is advertising limiting factor in the
advertising campaign. The selectionof advertising media, frequency of the advertising
message, attractiveness in advertising,etc. depend on the budget provided. The advertiser will
provide substantial budget, if hefeels that such campaign is likely to give substantial
benefits.5. Deciding the Theme/Message: For advertising campaign, the advertising theme
should be decided. Theme denotes thecentral idea around which advertising message will be
given so as to make the themeknown and popular among the consumers. Advertising
campaign relating to soaps,detergent powders, cosmetics, cold drinks, tooth pastes, etc. is
based on certain noveltheme. Thus, the message to be communicated should be decided
during the planningprocess of advertising campaign.6. Co-ordination with other marketing
activities: Advertising campaign is for the whole organization and not for the
advertisingdepartment alone. Naturally, proper co-ordination between advertising campaign,
173

18. Projectsformba.blogspot.com Creativity In Advertising.production programmed, sales

and finance department is necessary for the successfulexecution of the advertising
campaign.7. Media selection:It is necessary to decide the media to be used for
communicating the message. Along withthe media selection, the media schedule for actual
advertising should be decided for theconvenience of media owner and also expected effect of
repletion of advertisement. Inaddition, the language to be used for communicating the
message should be decided.8. Media schedule:the advertising agency in consultation with the
advertiser has to prepare a schedule foreach media and insertion of each advertisement in the
media. Media schedule will includetime and frequency of each advertising in the selected
media.9. Execution of Advertising Campaign:After the planning of advertising campaign, the
next step is the execution of advertisingplan in actual practice. This includes,a. Preparation of
advertising copy,b. Arrangements with media for publication,c. Booking time and space in
media etc.It is also possible to introduce the campaign on advertising small scale in the test
marketand thereafter at the regional or national level.10. Monitoring of the Advertising
campaign:Proper supervision on the execution of advertising campaign is necessary in order
to makeit successful. It deficiencies are noticed suitable remedial steps should be taken so as
to 183
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