BRAINWARE UNIVERSITY

[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Module III: How advertising works:

Exposure, salience, familiarity, low involvement, central route & peripheral route &
cognitive learning; Positioning strategies ; Associating feelings with a brand; Developing
brand personality ; Creating copy strategies: Rational & emotional approaches, selection of
an endorser, creative strategy & style - brand image, execution, USP, common touch &
entertainment, message design strategy, format & formulae for presentation of appeals (slice
of life, testimonials, etc.), different types of copy; Art & layout of an advertisement:
Principles of design, layout stages, difference in designing of television, audio & print
advertisement

Advertising Exposure

Advertising exposure refers to the extent to which individuals are exposed to advertising
messages through various media channels, such as television, radio, print, online, and
outdoor advertising. It is a measure of the number of times an individual is exposed to an
advertisement and the duration of that exposure. Advertising exposure is an important
concept in marketing as it is essential to understand how many people are seeing the
advertisements and how often they are seeing them to assess the effectiveness of advertising
campaigns. It can also help advertisers to determine which media channels are most effective
for reaching their target audience and allocate their advertising budgets accordingly.

Advertisement Salience

Advertisement salience refers to the degree to which an advertisement stands out and
captures the attention of its intended audience.

Salience can be influenced by various factors such as the creative content, the medium used
to deliver the message, and the context in which the advertisement is presented.

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Advertisement Campaign

An advertising campaign is a coordinated series of advertisements that are designed to

achieve specific marketing objectives over a specific period of time. It involves the creation
and dissemination of advertising messages through various media channels to reach a
targeted audience. The main goal of an advertising campaign is to increase brand awareness,
drive sales, and ultimately, increase revenue for a business or organization.

Effective advertising campaigns require careful planning and execution, including defining
the target audience, setting campaign objectives, determining the appropriate advertising
channels, creating compelling ad content, and measuring the success of the campaign.
Advertising campaigns can take many different forms, such as product launches, brand
awareness campaigns, seasonal promotions, and social responsibility campaigns, to name a
few. The success of an advertising campaign depends on various factors, including the
quality and relevance of the ad content, the effectiveness of the advertising channels used,
and the ability of the campaign to resonate with the target audience and drive desired actions.

Here are a few examples of successful advertising campaigns:

1. Coca-Cola's "Share a Coke" Campaign: In this campaign, Coca-Cola replaced their

brand name on their bottles with popular names and phrases like "Share a Coke with
Sarah" or "Share a Coke with your best friend." The goal of the campaign was to
increase brand loyalty and encourage consumers to share Coca-Cola with others. This
campaign was highly successful, generating over 500,000 photos shared on social
media with the hashtag #ShareACoke.

2. Nike's "Just Do It" Campaign: Nike's "Just Do It" campaign is a classic example of
brand building through advertising. The campaign featured a simple message of
empowerment, urging consumers to take action and pursue their dreams. This message
resonated with consumers and helped establish Nike as a brand that supports and
inspires athletes and everyday individuals alike.

3. Apple's "Get a Mac" Campaign: Apple's "Get a Mac" campaign featured a series
of TV ads that compared Macs to PCs in a humorous and relatable way. The ads

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

featured two characters, one representing a Mac and the other a PC, and highlighted
the benefits of using a Mac over a PC. The campaign was successful in increasing
sales and establishing Apple as a leader in the computer industry.

4. Old Spice's "Smell Like a Man" Campaign: Old Spice's "Smell Like a Man"
campaign was a humorous take on traditional men's grooming product advertising. The
campaign featured a series of TV ads that showcased the benefits of using Old Spice
products to smell like a confident and attractive man. The campaign was successful in
increasing sales and reaching a younger demographic.

5. Dove's "Real Beauty" Campaign: Dove's "Real Beauty" campaign was designed to
challenge traditional beauty standards and promote self-love and acceptance. The
campaign featured real women of different ages, sizes, and ethnicities, and encouraged
consumers to embrace their own unique beauty. The campaign was highly successful
in increasing brand loyalty and establishing Dove as a brand that supports and
celebrates real women.

Developing An Advertising Campaign

Review of the Company’s Marketing Position:

Before launching an advertising campaign, it is important to conduct a thorough review of

the company's marketing position. This includes analyzing the company's strengths,
weaknesses, opportunities, and threats, as well as identifying the target market, competitive
landscape, and marketing objectives. By understanding the company's current marketing
position, it becomes easier to create an effective advertising campaign.

Defining the target market:

The target market is the group of consumers that the advertising campaign is designed to
reach. Defining the target market involves identifying the key demographics,
psychographics, and behaviors of the consumers who are most likely to be interested in the

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

company's products or services. This information is used to create advertising messages that
resonate with the target audience and drive desired actions.

Determining the Objectives of the Advertising Campaign:

The objectives of the advertising campaign should be clearly defined before launching the
campaign. These objectives may include increasing brand awareness, driving sales,
generating leads, promoting a new product, or changing consumer perceptions about the
brand. Defining the objectives of the campaign helps to ensure that the advertising messages
are aligned with the desired outcomes.

Budget allocation:

The budget for the advertising campaign should be determined based on the marketing
objectives, target market, and available resources. The budget should be allocated to different
advertising channels based on their effectiveness in reaching the target audience and driving
desired actions. It is important to monitor the budget throughout the campaign to ensure that
it is being used effectively.

Creating the Message:

The message of the advertising campaign should be compelling, relevant, and aligned with
the company's brand identity. The message should be tailored to the target audience and
designed to generate a specific response, whether it is to visit a website, make a purchase, or
sign up for a service. The message can take many different forms, such as visual ads, video
ads, social media posts, or email marketing campaigns.

Media Selection:

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Different media channels are effective in reaching different audiences. The selection of
media channels should be based on the target market, marketing objectives, and available
budget. Popular media channels include television, radio, print, online, and outdoor
advertising. Each channel has its own advantages and disadvantages in terms of reach, cost,
and effectiveness.

Media Scheduling:

Media scheduling involves determining the timing and frequency of advertising messages
across different media channels. The scheduling should be based on the target audience's
behavior and preferences, as well as the marketing objectives of the campaign. For example,
if the target audience is more active on social media in the evening, the advertising messages
should be scheduled accordingly.

Execution of Advertising Campaign:

The execution of the advertising campaign involves implementing the advertising messages
across different media channels. This includes creating and distributing the ads, monitoring
their performance, and making adjustments as necessary. It is important to monitor the
campaign closely to ensure that it is achieving the desired outcomes.

Monitoring of the Advertising Campaign:

The monitoring of the advertising campaign involves tracking the performance of the
advertising messages across different media channels. This includes monitoring metrics such
as reach, engagement, conversions, and return on investment (ROI). The monitoring helps to
identify areas of the campaign that are performing well and areas that need improvement.
Based on the monitoring, adjustments can be made to the campaign to improve its
effectiveness and achieve the desired outcomes.

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Advertising Copy

Advertising copy refers to the text used in advertisements to promote a product, service, or
brand. The purpose of advertising copy is to grab the attention of the audience and persuade
them to take a specific action, such as making a purchase, visiting a website, or signing up
for a service.

Effective advertising copy is clear, concise, and engaging. It should be tailored to the target
audience and designed to resonate with their interests, needs, and preferences. The language
and tone of the copy should be consistent with the brand's identity and values, and should be
memorable and impactful.

A good copy must comply with the following guidelines.

• It must be precise.

• It must aim to sell.

• It must be sincere.

• It must be designed keeping in view the type of audience.

• It must stimulate interest.

• It must create desire.

• It must create confidence.

• It must influence the reader’s thoughts/actions.

The various types of advertising copies are discussed below.

Scientific copy: In this type of copy, technical specifications are specified. It is used in case
of high involvement goods, durable goods and industrial goods. For instance, newspaper ads
which talk about specifications of a laptop.

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Descriptive copy: In a non-technical manner, the product attributes are described. The copy
uses direct sentences. It looks very commonplace announcement. For instance, Cinthol talks
about the lime freshness in its ads.

Narrative copy: Here a fictional story is narrated. The benefits of the product emerge from
the story. Maybe, the narrative is humorous. Or else, it has strong appeal. It should make an
imprint on the memory of the audience. For instance, the “Daag achche hain” campaign by
Surf Excel.

Colloquial copy: Here informal conversational language is used to convey the message. It
could even become a dialogue. Amul Chocolates-a gift for someone you love-follow a
colloquial pattern. The woman says, “I am too old for mini-skirts, too young to be a
grandma”. And the man says, ‘But I think you’re just right for Amul Chocolates’.

Humorous copy: Humour has been heavily used in advertising, especially in TV

commercials. For instance, Fevicol ads have been using humour to put across the message.

Topical copy: Such a copy is integrated to a recent happening or event. For instance, during
the world cup days, Britannia’s ad campaign — ‘Britannia Khao, World Cup Jao’ and,
during IPL, Idea’s ‘Ungli cricket’.

Endorsement copy: Here a product is endorsed by an endorser — celebrity, or an expert or

even a typical satisfied customer. Shahrukh Khan endorsing for Dish TV is an example.

Questioning Copy: In this copy, several questions are put forward not to seek answers but to
emphasize a certain attribute. Such questions can be asked in a humourous tone or a serious
tone depending on the product being advertised. For instance, Close-up used a questioning
copy in asking “Kya aap Close-up karte hain? Yah duniya se darte hain? Aap Close-up Kyon
nahin karte hain?”

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Prestige Copy: Here the copy is used to build an image for the product. A distinguished and
favourable atmosphere is created for the sale of the product.

“Reason Why” Copy: It is known as an explanatory copy where the reasons for a purchase
are explained. Each reason illustrates a particular attribute, and its benefit to the consumer.
One attribute may be chosen and repeated several times, each time an occasion is given to
justify it. For instance, Santro used the ‘total number of Santro buyers’ figure to promote its
product while Maruti emphasized on the ‘service availability almost anywhere’.

Comparative copy: Here two brands are compared either in good light or in a way to belittle
the other. The cola war can be an excellent example of this type.

Disruptive copy: This copy comes about when there is a disruption in the way of thinking or
conventional thinking. A subtle form of such copy is the HDFC Standard Life ad where a girl
buys a car for her father and the father says, “beti badi ho gayi aur car bhi”.

Copy Principles

Print Copy Principles

1. Try to get self-interest into every headline, that is, suggest to the reader that here is
something he wants.

2. If you have news, such as a new product or a new use for an old product, be sure to get
that news into your headline in a big way.

3. Avoid headlines which are mere curiosity headlines. Curiosity combined with news or
self-interest is an excellent way to pull the target audience. - However, curiosity by
itself is not enough.

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4. Avoid headlines which paint the gloomy or negative side of the picture. Take the
cheerful positive angle.

5. Try to suggest in your headline that here is a quick and easy way for the reader to get
something he wants.

Radio Copy Principles

1. For radio ads, a key principle is usually to write a copy that creates a picture in the
minds of the listeners.

2. The radio ad must pull the listener in from whatever is being done into an imagined
situation, through the use of human voice, sound effects, humour and music.

3. It is also important in radio advertising to mention the brand name and key selling
benefit early and often.

4. Short words and short sentences are usually easier to understand in radio
advertising.

Television Copy Principles

1. Television scripts must be written to take advantage of the visual nature of the
medium, by using demonstrations, close-up of the product and packages, etc.

2. Television ads get higher recall scores if they contain more frequent visual
representation of the brand name, package and the key product attributes.

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

3. Television ads also get higher persuasion scores if the shots in the ads are more
connected and better linked to each other.

4. If the message is to be carried on television then the communicator has to carefully

choose words, voice qualities (speech — rate, rhythm, pitch, etc.), vocalizations
(pauses, sighs, etc.).

5. Presenters also have to pay attention to the facial expressions, gestures, dress, postures,
hair styles, etc. For instance, a model in an ad for Dettol soap, is seen wearing green
and white clothes, the colour associated with the package of the brand.

Types Of Television Commercials

Slice of life: This style shows one or more “typical” people using the product in a normal
setting. For instance, a family seated at the dinning table might be shown trying a new brand
of soup.

Lifestyle: This style shows how a product fits in with a particular lifestyle. For example,
advertisements of Reid and Taylor suitings depict dressing for the elite class.

Fantasy: This style creates a fantasy around the product or its use. For instance, many ads
are built around dream themes. The ads of Axe deodorants are such ads where the guy who
uses Axe deodorant is shown surrounded by girls.

Mood or image: This style builds a mood or image around the product, such as beauty, love,
or serenity. No claim is made about the product except through suggestion. Advertisements
of products like Lux soap endorsed by popular film stars like Aishwarya Rai and Abhishek
Bachchan build an image of beauty and love around the product.

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Demonstration: This style is designed to illustrate the key advantages of the product by
showing it in actual use in advertisements. An advertisement of a fairness cream might use
the demonstration style in showing how a girl having dark complexion becomes fair in 4
weeks by using the said cream.

Musical: This style shows one or more people or cartoon characters singing about the
product or the use of a product. For example, Airtel’s ad where the college students are
shown singing “Jaise chai ke liye toast hota hai, vaise har ek friend zaroori hota hai’,
followed by VO “Airtel, dil jo chahe pass laye’.

Personality symbol: This style creates a character that represents the product. For instance,
Fido-Dido of 7-up, the Amul girl and Vodafone’s Zoo Zoos. Thus, the Fido-Dido of 7-up in
an ad with actress Mallika Sherawat conveys that the bottle of 7-up now has a new shape.

Technical expertise: This style shows the company’s expertise in making the product. After
the Coke pesticide issue, we saw ads demonstrating the expertise that Coke has, trying to
ensure the consumers that much care is taken to ensure that the customers are delivered the
best, and that there are no pesticides present in it.

Scientific evidence: This style presents survey or scientific evidence that the brand is better
or better liked than one or more other brands. For instance, Indian Dental Association
certifying Colgate toothpaste.

Testimonial evidence or endorsement: This style features a highly believable or likable

source endorsing the product. Many companies use actors or sports celebrities as product
endorsers. For instance, Sachin Tendulkar endorsing Adidas.

Patriotic: This style uses a patriotic theme in the advertisements. For instance, Bajaj’s
“Buland bharat ki buland tasveer, hamara Bajaj, hamara Bajaj”. Even “mile sur mera
tumhara, toh sur bane hamara’” uses the patriotic theme to bind the people of the nation
together.

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Jingles

A jingle is a memorable slogan, set to an engaging melody, mainly broadcast on radio and on
television commercials.

An effective jingle is constructed to stay in one’s memory. The best jingles could stick with a
consumer for their entire life.

Some Memorable Jingles of Indian Advertisements

▪ Lifebuoy: Tandurusti ki raksha karta hai Lifebuoy, Lifebuoy hai jahan, tandurusti hai
wahan, Lifebuoy.

▪ Nirma: Washing powder Nirma, washing powder Nirma, doodh si safedi, Nirma se
aaye, rangeen kapda bhi khil khil jaye, sabki pasand Nirma.

▪ Vicks: Gale mein khich khich gale gale mein... um kya karoon, Vicks ki goli lo khich
khich door karo.

▪ Close-up: Kya aap Close-up karte hain, ya duniya se darte hain, aap Close-up kyun
nahin karte hain.

▪ Hutch: You and I in this beautiful world, green grass blue sky in this beautiful world.

▪ Zandu Balm: Zandu balm, Zandu balm peera hari balm, sardi sardard peera ko pal
mein door kare, Zandu balm, Zandu balm.

▪ Nerolac: Jab ghar ki raunak badani ho, deewaro ko jab sajana ho, Nerolac, Nerolac,
rango ki duniya mein aao, rangeen sapne sajao, Nerolac, Nerolac.

▪ Bajaj: Buland bharat ki buland tasveer, hamara Bajaj, humara Bajaj.

Elaboration Likelihood Model (ELM)

The Elaboration Likelihood Model (ELM) is a theoretical framework developed by social

psychologists Richard Petty and John Cacioppo in the 1980s to explain how people process

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persuasive messages and make decisions. The ELM suggests that there are two main routes
to persuasion: the central route and the peripheral route.

The central route is a high-involvement processing route in which people carefully consider
the arguments presented in a message and evaluate them based on their relevance and
quality. This route is most likely to be taken when the message is personally relevant, when
people have the cognitive resources to process the message, and when they have a high level
of motivation to think deeply about the issue.

On the other hand, the peripheral route is a low-involvement processing route in which
people are persuaded by factors that are peripheral to the message itself, such as the
attractiveness or credibility of the source, the use of emotional appeals, or other cues that
may trigger a positive or negative response. This route is most likely to be taken when people
are not personally invested in the issue, when they are distracted or overloaded with
information, or when they lack the motivation or ability to think deeply about the message.

According to the ELM, the route that people take to process a message depends on a range of
factors, including their motivation, ability, and the context in which the message is presented.
It is important to note that the ELM is not a one-size-fits-all model and that people may use a
combination of central and peripheral processing depending on the situation.

LAYOUT

A layout is a mock-up, or model, in the form of a sketch, drawing, or painting of what the
proposed ad might look like. Physically, the layout is the plan that indicates where the
component parts of the ad (headline, subheads, illustrations, and body copy) are to be placed
for most effective communication. Thus, layout involves decisions as to how the various
components of headline, body copy, illustrations, and other elements of a print ad are to be
arranged and positioned on the page. The artist can experiment with alternative arrangements
until he or she arrives at the most promising one.

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[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Principles Of Preparing Layout

Law of Unity: All parts of a layout should unite to make a whole. This unity can be
disturbed by an irritating border, too many different and conflicting typefaces, badly
disturbed colour, disproportionate elements, or ‘busy’ layouts containing a confusion of
parts. Thus, care should be taken to avoid all these mistakes.
Law of Variety: Law of unity is a basic principle of designing a layout. Nonetheless, there
should be change and contrast as with bold and medium weight of type, or good use of white
space. The advertisement should not be monotonous, and grey masses of small print need to
be enlivened by
subheadings. Variety can also be used with the help of pictures.

Law of Balance: It is essential that an advertisement should be well balanced. The optical
balance is one-third down a space, not half-way. A picture or headline may occupy one-third
and the text copy two-thirds, to achieve an optical balance. The symmetrical balance falls
mid-way so that a design can be divided into equal halves, quarters and so on, but care

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should be taken not to divide an advertisement into halves which look like separate
advertisements.

Law of Rhythm: Even though a printed advertisement is static, it is still possible to obtain a
sense of movement so that the eye is carried down and through the advertisement. A simple
device is to indent paragraphs of text (as in a book or newspaper report) so that the eye is led
from paragraph to
paragraph. But the general flow of the overall design should be pleasantly rhythmic.

Law of Harmony: There should be no sharp, annoying and jerky contrasts, unless perhaps
there is a deliberate intention as in some kinds of direct response ads which use shock tactics.
Normally, all the elements should harmonize, helping to create unity.

Law of Proportion: This applies particularly to the type sizes used for different widths of
copy. The wider the column, the larger the type size and vice versa. A narrow advertisement
needs small text type, but a wide advertisement needs larger text type. Wider columns and
larger type also need larger size of the heading.

Law of Scale: Visibility depends on the scale of tones and colours, some appearing to
recede, others appearing to advance. Pale pastel colours recede white bold, primary colours
advance. Black looks closer to the eye than grey, and red is the most dominant colour. Black
on either yellow or orange is very bold whereas, white on yellow is weak. The law of scale
can be used with typographical design when headlines and subheadings are made to contrast
with grey areas of text type. Where colours are concerned, this principle can be applied
whenever full colour is used in press advertisements, TV
commercials, posters and packaging.

Law of Emphasis: The rule here is that ‘all emphasis is no emphasis’, which occurs if too
much bold type is used, or there are too many capital letters. A sentence in upper and lower
case lettering reads more easily than one wholly in capital letters. Yet emphasis is essential,

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and this links up with the other laws of variety and scale. An advertisement can be made to
look interesting if there is emphasis such as bold type or if certain words are emphasized in a
second colour. White space can also be an effective way of creating emphasis.

Every inch of space does not have to be filled with words just because it has been paid for.
Another form of contrast is to reverse white on black, a method often used with logotypes
and name-plates. Reverse colour should not be overdone for it tends to reduce legibility. A
bad mistake is to print a lot of text in white on a black or coloured background.

In addition to the above principles, the following guidelines are helpful in designing an
effective layout.

1. The headline usually occupies about 10 to 15 percent of the total area.

2. Headlines are usually placed below the illustration and above the copy.

3. Ideally, the picture should occupy slightly more than one-half of the entire space. The
total area of all illustrations combined should occupy that amount of space.

4. Unless the name of the product is prominently displayed in the headline or shown in
the illustration, the logotype should be emphasized and put in a prominent setting.

5. Borders are useful to keep readers from wandering away from the ad, especially in
newspaper advertisements.

6. Typographical consistency reassures readers that they are looking at one ad, not
several.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)