Advertising & Media Management Module

Module 2 : Types of Advertising

∑ Types of Advertising
∑ Advertising effectiveness
∑ Need to measure advertising measurement
∑ Methods to measure advertising effectiveness
∑ Online Advertising
∑ Types on Online advertising
∑ Impact of Online advertising in today’s Business.

Types/Classifications of Advertising

Classifications of Advertising
By Target By Geographic By By
Audience Area Medium Purpose

• Consumer • Local (retail) • Print • Product

• Non product
• Business • Regional • Broadcast
(electronic) • Commercial
– Radio
• National • Noncommercial
– TV

• International • Action
• Out-of-Home
• Awareness

• Direct-Mail

1. Product-Related advertising:-

a) Informative advertising-This advertising figure heavily in the Introduction

stage of a product, where the primary objective is to build demand.

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Example: MOTOROLA Ads for pagers & Mobiles, explaining how to use
them (providing information).
b) Persuasive advertising- Persuasive Advertising figures heavily in the Growth
Stage of Product Life Cycle, where the company’s objective is to build
selective demand for a particular brand. Like- AKAI TV ads compared the
brand with 6 competitor brands.
c) Reminder advertising- This advertising is highly important in the mature
stage of the product to keep the consumer thinking about the product.
Example -Fevicol campaigns act as a reminder form of advertising, bonding
Fevicol with consumers as the strongest Adhesive.
2. Trade Advertising- It can classify into two categories:-

v Retail advertising-

v Wholesale advertising
a. Retail advertising- can define as covering all advertising by store that sell
good direct to the consuming public. Example- in & out promotional
techniques of retail outlets.

b. 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.

3. Area based advertising:- There are three types of this advertising. They are
as follows-

a. National advertising- This type of advertising is to encourages the consumer

to buy their product wherever they sold. Advertising that is done in one
nation only. Dabur Ads or Nirma Ads

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b. Global Advertising: Advertising that is carried on for a company or a product

globally. Like- I’m loving it was a global ad released by McDonalds
c. Local advertising-Advertising that is carried out in a particular region or
market. Like-BRU and AMRUTANJAN selected campaign directed towards
consumers in South India.
Other types of Advertising

4. Manipulative advertising:- "limits free and informed action."It is sort of

like convincing customers to purchase something, but it is based on incorrect
or inconclusive information.

5. Surrogate advertising:- Surrogate advertising is prominently seen in cases

where advertising a particular product is banned by law. Advertisement for
products like cigarettes or alcohol which are injurious to heath are prohibited
by law in several countries and hence these companies have to come up with
several other products that might have the same brand name and indirectly
remind people of the cigarettes or beer bottles of the same brand

Like- “aap, main or Bagpiper". This Bagpiper club soda advertisement,

featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.

6. Unethical advertising: - Unethical advertising is when you promise

something you cannot deliver. For Example- In the fitness industry, you
advertise that you guarantee a weight loss of 50 pounds per month with your
program. You cannot possible deliver that to every person who comes into
your gym.

7. Covert advertising:- Covert advertising is when a product or brand is

embedded in entertainment and media. Covert advertising is a unique kind of

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advertising in which a product or a particular brand is incorporated in some

entertainment and media channels like movies, television shows or even
sports.

For example, in a film, the main character can use an item or other of a
definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderson owns a phone with the Nokia logo clearly written in
the top corner, or his watch engraved with the Bulgari logo.

8. Brand advertising: This advertising helps in the long-term build up of a

brand. It is advertising with a strong emphasis on the company brand (logo
and/or company name) also known as integrated marketing communications
(IMC).

• Example: HLL’s ad’s for LUX, LIRIL, REXONA.

9. Classified Advertising: Is a product or services advertising that appears in

specific section of newspaper under the heading classifying the product or
service being offered. This advertising gives information dissemination about
a sale. Example:MID-DAY NEWSPAPER or TOI classified section.

10. Promotional Advertising: This advertising informs an announcement

about a sale.

ADIDAS offering 50% DISCOUNT on sneakers.

11. Advocacy Advertising: This advertising is used to publicize a particular

cause. All the social ads fall into this category. Drink, MORE MILK (TV
ad by FCB ULKA for NDDB) & AIDS AWARENESS ADS by Govt.

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12. Negative advertising:- emphasizes on negative attributes of the

competitor’s product instead of focusing on positive attributes of own
products.

Example.- Horlicks Vs. complain, Pepsi Vs Thumps up

• 13. Public Service Advertisement: The same advertisement techniques use to

promote commercial goods and services can be used to inform, educate and
motivate the public about non-commercial issues such as HIV/AIDS,
Political ideology and Energy conservation.

14. Financial advertising:- Ads taking only about finance related things.
Example- all insurance ads.

15. Gorilla advertising: - Guerrilla Advertising is an unconventional way of

performing promotional activities. Usually very funny or subtle, it’s a great
way to promote a business with a low budget and generate buzz. But you’ll
need lots of creativity.

16. Non-Product Advertisement: This kind of advertisement is advertised

from political parties’ trade fraternal and social group for the purposes of
safeguard ideologies, social betterment and institution.

17. Out-Door Advertisement: Bill-board and message painted on the side of

buildings are common forms of out-door advertising, which is often used
when quick, simple, ideas are being promoted.

18. Celebrities Advertisement: Although the audience is getting smarter and

smarter and the modern day consumer getting immune to the exaggerated
claims made in a majority of advertisements, there exist a section of

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advertisers that still bank upon celebrities and their popularity for advertising
their products.

19. Infomercials Advertisement: There are two types of infomercials,

described as long form and short form. Long form infomercials have a time
length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes
long. Infomercials are also known as direct response television (DRTV)
commercials or direct response marketing.

Example: Teleshopping Products Advertisement, Telebrands Advertisement.

20. Industrial Advertising: Advertising directed at commercial business

customers. The advertised products are raw materials, components, or
equipment needed in the production or distribution of other goods and
services.

21. Professional advertising: Advertising directed toward professionals such

as doctors, dentists, and pharmacists, etc., who are in a position to promote
products to their patients or customers.

Online advertising

One major benefit of online advertising is the immediate publishing of

information that is not limited by geographic or time constraints. Online
advertisers can customize advertisements, making consumer targeting more
efficient and precise. For example, AdWords, Yahoo! Search Marketing and
Google AdSense enable ads to be shown on relevant web pages or alongside
related search results. On the other hand, consumers have greater control over
the content they see, affecting the timing, placement, and visibility of online
advertisements. Within the scope of Internet marketing, online advertising
includes display advertising, affiliate marketing, search engine marketing
(SEM), and mobile advertising.

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Types of Online Advertisement

1. Display Advertising

Display advertising is the use of web banners or banner ads placed on a third-
party website or blog to drive traffic to a corporate website and increase
product awareness. These banners consist of static oranimated images, as well
as interactive media including audio and video. Display advertising uses
demographic and geographic targeting – capturing users' cookie and browser
history to determine demographics, location, and interests – to target
appropriate ads to those browsers.

In addition to contextual targeting, online advertising is targeted based on a

user's online behavior. This practice is known as behavioral targeting. For
example, if a user is known to have recently visited a number of automotive
websites based on clickstream analysis enabledby cookies stored on the user's
computer, that user can then be served auto-related ads when they visit other,
non-automotive sites.

2. Social Network Advertising

Social network advertising is a form of online advertising found on social

networking sites such as Face book. Advertising on social media networks can
take the form of direct display ads purchased on social networks; self-serve
advertising through internal ad networks, and ad serving on social network
applications through special social network application advertising networks.

3. Search Engine Marketing (SEM)

Search engine marketing is a form of marketing that seeks to promote

websites by increasing their visibility in search engine result pages (SERPs).
SEM tactics include paid placement, contextual advertising, and paid
inclusion, or free search engine optimization techniques to drive placement of
their ads. Advertisers pay each time users click on their listing and are
redirected to their website, rather than for the ad itself. This system allows
brands to refine searches and gain information about their market.

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4. Mobile Advertising

Cell phone advertising is the ability for organizations and individuals to

advertise their product or service over mobile devices. Mobile advertising is
generally carried out via text messages or applications. The obvious benefit of
mobile advertising for brands is that mobile devices such as smart phones are
usually close to the owner throughout the day. This presents a cost-effective
way for brands to deliver targeted advertisements across mobile platforms on
a daily basis. Technologies such as location-based advertising also give
marketers the ability to deliver ads in close proximity to the physical location
of a consumer. Although advertisements appear on a small mobile interface,
mobile advertisers have the ability to deliver personalized, and thus effective,
messaging.

5. Google AdWords (Pay-per-click Advertising)

Pay per click advertising is an excellent alternative for companies who have
the financial resources and can make an investment in order to bring targeted
traffic to their websites. Like SEO traffic, AdWords is considered targeted
because people are actually typing in keyword phrases that are relevant to
your products and services before clicking on your advertisement. This can
bring a flood of traffic to your online business very quickly, and this is an
excellent choice as long as you are able to turn a profit.

6. Banner Advertising

This form of online advertising is even older than the search engines
themselves, and the concept is pretty simple. You simply put some sort of
banner (usually with a catchy image and headline) on a relevant website.
Users who choose to click the banners will end up on your website and
hopefully will make a purchase. The problem is that these days, web users
have developed “banner blindness” so only a small percentage will actually
click on your ad.

7. PPC Ads

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PPC ads, AKA pay-per-click ads, are advertisements in which the cost of
advertising is determined by the number of clicks an ad receives. Ad Words
and Bing Ads both use a pay-per-click model.

8. Bing Ads

Bing ads are similar to Google ads in that they work on a pay-per-click basis.
Advertisers can manage their ads through the Bing Ads service, formerly
known as Microsoft adCenter. You can get started with creating Bing Ads
here once you have a Bing Ads Account.

9. Face book Ads

Marketplace ads appear in the side columns of the Face book website with a
headline, copy, and an image.

Promoted Posts are Face book ads that let advertisers pay a flat rate to
promote a single post on their Face book business page. The promoted post
reaches more fans and friends of fans than a regular post.

Sponsored Stories show a user’s interaction with an advertisers page or

product to the user’s friends and larger network. Sponsored Stories are also
one form of Facebook ads that can appear in a user’s newsfeed.

10. Twitter Ads

Twitter ads refer to the paid boosts that brands on Twitter can use to extend
the reach of their tweets, promote a chosen hash tag, or gain more followers.

Promoted Tweets lets advertisers’ tweets reach more people’s home feeds, and
offer a healthy batch of targeting options. Twitter ads also include Promoted
Accounts, letting advertisers show up more often in Twitter’s who to Follow
recommendation feature. Promoted Trends gets your custom hashtag in the
Trends bar, earning additional attention and notice from the Twitterverse.

11. In-Game Ads

In-Game ads are advertisements that exist within computer or video games.
One of the most common examples of in-game advertising is billboards
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appearing in sport games. In-game ads also might appear as brand-name

products like guns, cars, or clothing that exist as gaming status symbols.

12. Email Ads

Email ads are advertisements sent to users via web mail. Email ads can be
used to notify subscribers of certain promotions, discounts, or new features,
among other uses.

Most email advertisements feature a large image with minimal text; users will
not waste large amounts of time reading email ads, so it’s important to make
your message as clear and concise as possible. Email ads also rely on a
compelling subject line to ensure that a user will open the email.

13. Gmail Ads

Gmail ads in Google’s online email service are contextual ads that are
generated by an automated process that scans a user’s emails to discover
interests and topics that are relevant to the user. If a user is writing and
receiving many emails about air conditioners, that user may see ads about air
conditions appear within the Gmail client.

While privacy advocates are wary of such practices, Gmail advertising is fully
automated and Google asserts that no humans read user emails, only robots.

14. Video Ads

Video ads are growing in popularity as better internet speed performance and
online advancements make it fast and easy to watch videos on the web. The
most successful video ads avoid blatant advertising, opting instead for
educational, how-to video content that naturally appeals to users, with some
(if any) product suggestions discreetly integrated.

15. YouTube Ads

YouTube ads are ads that appear on Google’s video-sharing site. Since
Google obtained ownership of YouTube, advertising on YouTube has
become nearly as easy and customizable as advertising on AdWords.

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YouTube ads provide a number of targeting options and several different ad

formats. YouTube advertisements can appear as banner ads, in-video overlay
ads, in-stream video ads (which are video ads that appear before or during
another YouTube video), as well as several other setups.

16. Content marketing

Content is the King for any online advertising and marketing campaign, and
it has a influential role on the success of any website or online marketing
campaigns. A good, unique and informative content is accepted by all types of
users and also has a better chance of getting promoted virally over the
internet. So if you have the right content and proper content marketing
strategies, then your success will have no limits.

Benefits of online advertising

The number of internet users is on a rapid rise worldwide and the internet is
being used by people of all age and types. Internet has become one of the
major medium for communication, entertainment and is indeed in the process
of replacing traditional entertainment, promo products, and informative
Medias. Some businesses are finding that handing out a promo product such
as pens, business cards, and mugs are too costly and yield little results.
Likewise, traditional marketing forms such as television, radio, newspaper,
magazines, etc., are becoming a thing of the past.

Internet has also undoubtedly become a major and effective medium for
advertising and it can clearly be predicted that the online advertising and
marketing is very soon going to replace the advertising through traditional
medias such as television, radio, newspaper and magazines. Most of the
companies and organizations are relying on digital advertising and marketing
techniques to improve their overall sales and revenue.

The advantages of online advertising are many when compared with the
traditional advertising and marketing techniques. The online advertising and
marketing scenario is drastically entering a wider area and in the coming years
one cannot even think of a business promotion without the help of internet

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advertising. Here I have picked around 10 advantages of online advertising

(not in that order) when compared with the traditional offline advertising.

1) Wider Coverage

The online advertising gives your ads a much wider global coverage and this
helps in making your online advertisements reach more audiences, which may
ultimately help you in getting better results through your online advertising
campaign. With internet advertising, you can also specify the range of your
advertisement coverage which helps you to enjoy a better advertisement
campaign.

2) Targeted Audiences

When compared with offline advertising, online advertising always helps you
to reach the targeted audience and this helps in making your campaign more
profitable and getting more relevant leads.

3) Affordable

Another main advantage of online advertising or marketing is the much

affordable price when compared with the traditional advertising costs. With a
much lesser cost you can advertise on the net for a wider range of audience
and geographical locations.

4) Easy to Track and Measure Conversion

Measurability and easiness to track the conversion makes online advertising

miles ahead on the traditional advertising methods. A lot of effective analytics
tools are available to measure online advertising campaigns which help in
more improvisation of the ads.

5) Speed

Online advertising is faster than any of the offline advertising activities and
you can start sending out your online ads to a wider audience, the moment
you start your advertising campaign. So if you have a large targeted audience

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online at the time of triggering your online advertisements, then your ad will
be served to majority of the audience in no time.

6) Informative

In online advertising, the advertiser is able to convey more details about the
advertisement to the audience and that too at relatively low cost. Most of the
online advertising campaigns are composed of a click-able link to a specific
landing page, where users get more information about the product mentioned
in the ad.

7) Flexible Payment

Payment flexibility is another added advantage of online advertising and

marketing. In offline advertising you need to pay the full amount to the
advertising agency irrespective of the results. But in online advertising there is
the flexibility of paying for only qualified leads, clicks or impressions.

8) Better ROI

Since online advertising is mainly focused on performance based payment,

you ROI is sure to be far better when compared with offline advertising. You
can also easily track and analyze the performance of your online
advertisements and adjust them so as to improve your ROI.

9) Easy Audience Engagement

Most of the online advertisement platform makes is easy for the audience to
engage with your ads or products. As an advertiser we would be able to get
more feedback from the audience and thereby improve the quality of our ads
going forward.

10) Better Branding

Any form of advertising helps in improving the branding and online

advertising stands a notch high in improving the branding of your company,
service or product. If your digital advertising campaign is well planned, you

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have the chances of getting your brand name spread virally over a larger
audience

Disadvantages of online advertising

The disadvantages of online advertising are less, but they exist:

1. Intrusive ads. : The nature of a lot of online advertising ads and campaigns is
intrusive, that’s why browsers’ pop-up blockers can frequently prevent ads
from being presented. Almost all browsers now block pop-ups. There are also
extensions available for the Chrome, Opera and Firefox browsers, which will
block ads on websites. More and more consumers use these methods to avoid
seeing so much the advertising.
2. Copyright problem. : Your advertising materials are automatically available
for everyone in the world. They can copy it, regardless of the legal
limitations. Trademarks, pictures and logos can be copied and used for
commercial purposes. In traditional advertising, such as TV, radio and
newspaper advertising, where pictures must be replicated, copying the content
is much more difficult.
3. Technical Obstacles: The nature of a lot of display advertising are intrusive,
so pop-up blockers can often prevent ads from being served as they were
intended by the advertisers. Most browsers now block pop-ups. There are
also extensions available for the Firefox browser, such as Adblock Plus, that
will block advertising on Web pages. Technologically savvy consumers are
increasingly using these methods to limit the advertising that they see.
4. Connection Speed: Bandwidth can also be an issue, although this is a
shrinking problem. However, campaigns should be planned around
demographics in determining the richness (and investment) of interaction.
For example, heart disease medication is likely to appeal to an older
community with less money and slower connection speeds.
5. Advertising Fatigue: Consumers are suffering from advertising fatigue, so
while new technologies can provide great results, as soon as the market moves
mainstream, it can get saturated. Consumers are increasingly ignoring
advertisements.

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6. Overloading of Ads in a Webpage: All advertisers would want to compete to

grab web users' attention resulting in a cluttered webpage. Usually, web users
would ignore the ads due to the overload of information on a webpage.
7. Pop-up Ads: - These ads are known to annoy web users because it interferes
the users activity on a webpage. Many web users ignore these ads or use pop-
up ad blockers to get rid of them.
8. Slows Down Webpages. - Animated or embedded games on ads grab web
users' attention but it will load slower compared to static ads.

Introduction on Advertising effectiveness

• It was considered 3 or 4 decades ago that the evaluation of advertising

effectiveness is not easy. This holds true even today.

• Despite of all the efforts made over the last three or four decades to make
advertising enable to management concepts of goal setting, control and
evaluation, there are still vague areas when one comes to evaluating the results
of advertising.

• Proving the commercial value of advertising, that is, its contribution to

shareholder value, rather than just its creative merit is what is meant by
advertising effectiveness.

Meaning of Advertisement Effectiveness

• It is an attempt to measure whether the time, talents, and the treasure invested
in the creative activity has resulted in attaining the goals of profit
maximization to the advertiser and the maximization of satisfaction to the
consumers.

Why to test the Ad Effectiveness

∑ To make sound future decisions.

∑ To impress upon the top management
∑ To have a clear break- up picture.
∑ To know the point of saturation

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∑ To keep in touch with the new trends

Can we measure the Ad Effectiveness?

∑ It is difficult to measure the ad effectiveness in mathematical or empirical

terms or standards.
∑ Advertising is not sold the products and services of the business house.
∑ Other factors which play important role in advertising such as – price,
quality, packaging, product features, availability and the link that contribute
to increase the sales.
∑ So the there is a link between the advertisement and the effects of it on sales
and profits.
∑ Huge sums of money are invested on advertising due to which reason it has
emerged a strong tool for increasing the sales.

Need to Measure Advertising Effectiveness

• To justify money spent (budgets).

• To determine if the advertising campaign should be stopped or continued
• To determine possible areas of modifications in the campaign messages
• To get some evidence of the relevance of advertising & the practitioners.
o Advertising Objectives & How Success can be Measured
• Stimulate an increase in sales- Number of enquiries from advert, - Number of
enquiries converted into sales
• Remind customers of the existence of a product- Test customer awareness
both before and after the advertising campaign, - Number of enquiries
• Inform customers- Test customer awareness, - Number of requests for
further information
• Build a brand image- Test customer awareness of brand recognition and
perceived values
• Sales- Levels of repeat purchase
• Build customer loyalty and relationship- Levels of customer retention

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• Change customer attitudes- Measure demographic profile of purchases

- Measure type of goods ordered by new purchasers
- Compare with previous data

Problems with Measuring Advertising Effectiveness

• Irrational consumer behaviour

• Lack of widely acceptable scientific approach
• The difficulties of determining consumer influences (multiple factors)
• The validity and reliability of data gathered
• Suitability of research methods & instruments used
• Poor research skills & Sampling issues
• Inadequate resources/funding
• Setting non-SMART objectives

Reasons for and Against Measuring Effectiveness

Reasons to Measure Reasons Not to Measure

Avoid Costly Mistakes

(e.g., Bad Print/TV Ads) Cost of Measurement

Evaluate Strategies (e.g.,

Problems With Research
which medium should be used)
Increase Efficiency of Advertising Disagreement About What to Test
in General (e.g., Avoid too (e.g., Increase in Sales Volume or
creative/sophisticated Ads) Impact on Corporate Image)

Creative Objections (e.g., creative

Determine If Objectives depts. Say that tests are not true
Are Achieved measures)

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Measuring Advertising Effectiveness

Measuring Advertising
Effectiveness
Where to test
What to test • Laboratory tests
¢ Creative decisions (consumer jury test,
¢ Media decisions portfolio test etc.)
¢ Budgeting decisions
• Field tests

How to test
When to test
• Testing guidelines
• Pretesting
• Appropriate tests [e.g.,
Concept generation testing (pre) or • Posttesting
Market testing (post)]

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PRINCIPLES OF EFFECTIVE ADVERTISING

a. GRAB PEOPLE
Ad can be able to grab someone who glances for just a second. Force people
to take a second glance instead of simply moving on.
b. Be Clever and Creative
Attract people and represent the brand in a positive way. A clever ad
represents a clever company
c. Speak Loudly
The louder you talk, the more people hear you.
d. Don’t make them think ( too much)
You need to get the message across in a clever way, but it shouldn’t make
people think too much. A person should know what the ad is saying as soon
as they look at it.
e. Colors that pop but make sense
∑ Colors should work with the feeling of the brand and environment in which
the ad is being placed.
∑ Appeal to the targeted people through color, but don’t make the colors
distracting.
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∑ For a “fun” brand, use a collaboration of bright colors. If the ad is more

serious, possibly use a more simple color scheme.
f. Be informative
Every advertisement must convey a message. Ads visually represent a message.
g. Stand out and Be Memorable
Your ad should be unique, memorable and completely different than anyone
else. Be original.
h. Give off a Feeling
Someone should be able to tell the company’s tone by looking at an ad.
i. Show Not Tell
Try using a more visual way of representing a concept instead of text.
j. Use Humor : Use a Metaphor
Humor is a useful technique for attracting people to an ad. Metaphors can be
a great way to add humor.

Types of testing
1. Pretesting
∑ Pretesting is done prior to the launching of the full advertisement campaign
and incurred major expenses on advertising efforts.
∑ Main purpose of pretesting is to select the best copy appeals, headlines,
matter , slogans, illustration, media and like.
∑ The purpose of advertising is to convey relevant Information to enable
consumers to recognize products, changes in attitudes and ultimately results
in a purchase.
∑ Pre-test is to reduce the of risks advertisers, it can be done:
∑ To avoid the big mistakes.
∑ Several programs on the basis of merit.
∑ Preliminary testing of ads to reach goals.
∑ Lord saves advertising expenses.

Pretesting Methods
a. Checklist test

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∑ Typical checklist provides rating scale or basis for ranking ad in terms of the
characteristics. Characteristics may be honesty, attention, readability,
convincing ability selling ability and the like.
∑ Ads to be tested are checked against these factors, weighted and the scores are
determined.

b. Opinion test
∑ Opinion test or consumer jury test is one that obtains the preference of a
sample group of typical prospective consumers of the product or the service
for an advertisement or part of it.
∑ Members of jury rate the ad as to their headlines, themes, illustration, slogans
by direct comparison.

c. Dummy magazine and portfolio test

∑ Dummy magazine contains standard editorial material, control ads that have
been already tested and the ads to be tested. These magazines are distributed
to a sample of households who are asked to read within stipulated time and
after a given time interval, interviews are conducted.

d. Inquiry test/Portfolio test

∑ It is similar to dummy magazine test except that the test ads are placed in a
folder that contains control ads. Each respondent is handed over a folder and
is asked to go through the test scores and the ad which interests him most.

e. Mechanical test
• A mechanical test shows whether a material or part is suitable for its intended
application by measuring properties such as elasticity, tensile strength,
elongation, hardness, fracture toughness, impact resistance, stress rupture and
the fatigue limit.

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f. Concurrent testing
• Concurrent testing is a software testing activity that determines the stability
of a system or application under test during normal activity.

2. Post Testing

Post testing of media, messages, budgeting and scheduling

Tips for a More Effective Advertising

• Using colour more than doubles the growth in awareness of local press ads -
full colour is nearly 3 times more effective than mono only
• Increasing the frequency of advertising helps to significantly increase levels of
awareness
• Longer campaigns equals higher awareness levels
• Advertisers should show products where appropriate and also prominently
and clearly display brand logos
• Increasing colour and advertising more often across the week can more than
double awareness uplift
• Increasing colour and the number of insertions can increase awareness uplift
by almost 3x
• Making use of Co-op (IMC) advertising can help to boost your advertising.
• Setting SMART objectives

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 Advertising & Media Management Module
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