Advertising & Media Planning

ADVERTISING & MEDIA PLANNING
UNIT-1
Introduction & meaning of Advertising;

The modern age is an era of competition. To withstand competition
manufacturers have to think of new and unfamiliar uses for their
products or they have to find out new buyers for their products.
To put it more clearly demand creation is as important as meeting
existing demand. For demand creation what is more important is
advertisement.
Definition of Advertising:
Advertising is a paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor.
The Institute of Practitioners in Advertising (IPA), the body which
represents advertising agencies, defines advertising as – “The means of
providing the most persuasive possible selling message to the right
prospects at the lowest possible cost”.
According to Kotler and Armstrong – “Advertising is any paid form
of non-personal presentation and promotion of ideas, goods and services
through mass media such as newspapers, magazines, television or radio
by an identified sponsor”.
Q1) Explain Nature & Scope & Functions of Advertising
Defines Target Market

Advertising management process recognizes and selects target
audience in market to be approached by business. It formulates plans as
per the target customers for selling products to them.
Sets Advertisement Budget

It sets the overall budget for carrying out all advertisement activities
by business. Advertising management oversee all promotional activities and
ensure that all expenditure remain within the allocated budget.
Tells Promotional Message

Advertising management designs the promotional message to be
circulated for attracting the customers. It creates strategies regarding what
companies will say to their customer for introducing and selling their
products to them.
Chooses Media Strategy
Choosing the right source of media is must for efficient promotion of
products. It makes plans how companies will reach its customers.
Advertising management chooses the right type of media available for
effective marketing of business products.
Prepared by : A. Sivakumar, M.Com Page 1

Measures Advertisement Effectiveness
Advertising management technique monitors the performance of
various advertisement strategies adopted by business. It replaces or adopts
new methods of promoting the products if any of the implemented strategies
is found to be ineffective.Scope of Advertising Management
Scope of Advertising :
Introduces New Products

It helps in introducing new products of companies in market.
Advertising management through managing all advertising activities induce
people to know about or try new products.
Create Wide Awareness
Advertising management enables in creating wide awareness of brand
products among audience. It is one through which company communicates
all information regarding features, uses and advantages of product in
market.
Increase Sales
This process has a significant role in bringing up the sales of business
organizations. Advertising activities facilitates mass sales for companies by
reaching out to large customers and convincing them for buying it.
Enhances Goodwill
Managing of all advertisement activities results in improving the
brand’s image in market. It is the means through which companies show
their presence among audience. Customers consider those brands superior
that spend more on keeping them aware of their products.
Persuades Customers
It assists in bringing more and more customers to business.
Advertising management focuses on attracting large people by circulating
well defined promotional message among customers. It convinces them to
purchase the brand products by explaining them all benefits.
Faces Competition
Advertising management process helps in facing the tough
competition in market. There are large numbers of brand available selling
same variety of products. Advertising activities enables business in
differentiating their products among customers by explaining them all
features and benefits over the other available products.
Generate Employment
It has also led to generation of large number of employment
opportunities in country. There are many people who are working in various
advertisement agencies. Companies pay fees to these agencies for promotion
of their 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 can’t
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.
Q2) Social and Economical Aspects of Advertising

“Every coin has two sides”
Advertising is praised but also criticized by critics in their own ways.
Advertising has many positive impacts along with its negative pictures. As
the President of American Association of Advertising Agencies. John O’ Toole
has described advertise is something else. It is not related to studies, but it
educates.
Economic role of Advertising:
Value of Products:
The advertised products are not always the best products in the
market. There are some unadvertised products also present which are good

enough. But advertising helps increase value for the products by showing
the positive image of the product which in turn helps convincing customers
to buy it. Advertising educates consumers about the uses of the products
hence increasing its value in minds of the consumers.
Effect on Prices:
Some advertised products do cost more than unadvertised products
but the vice versa is also true. But if there is more competition in the market
for those products, the prices have to come down, for e.g., canned juices
from various brands. Thus some professional like chartered accountants
and doctors are not allowed to advertise.
Effect on consumer demand and choices:
Even if the product is heavily advertised, it does not mean that the
demand or say consumption rates will also increase. The product has to be
different with better quality, and more variety than others. For E.g.,
Kellogg’s cornflakes have variety of flavors with different ranges to offer for
different age groups and now also for people who want to loose weight thus
giving consumers different choices to select from.
Effect on business cycle:
Advertising no doubt helps in employing more number of people. It
increases the pay rolls of people working in this field. It helps collecting
more revenues for sellers which they use for betterment of product and
services. But there are some bad effects of advertisements on business cycle
also. Sometimes, consumer may find the foreign product better than going
for the national brand. This will definitely effect the production which may
in turn affect the GDP of the country.
Social role of Advertising:
There are some positive and some negative aspects of advertising on the
social ground. They are as follows.
Deception in Advertising:
The relation between the buyers and sellers is maintained if the
buyers are satisfied with what they saw in advertise and what they got after
buying that product. If seller shows a false or deceptive image and an
exaggerated image of the product in the advertisement, then the relation
between the seller and buyers can’t be healthy.
The Subliminal Advertising:
Capturing the Minds of the consumers is the main intention of these
ads. The ads are made in such a way that the consumers don’t even realizes
that the ad has made an impact on their minds and this results in buying
the product which they don’t even need. But “All ads don’t impress all
consumers at all times”, because majority of consumers buy products on
basis of the price and needs.
Effect on Our Value System:
The advertisers use puffing tactics, endorsements from celebrities,
and play emotionally, which makes ads so powerful that the consumers like
helpless preys buy those products.

These ads make poor people buy products which they can’t afford, people
picking up bad habits like smoking and drinking, and buy products just
because their favorite actor endorsed that product. This affects in increased
the cost of whole society and loss of values of our own selves.
Offensiveness:
Some ads are so offensive that they are not acceptable by the buyers.
For example, the ads of denim jeans showed girls wearing very less clothes
and making a sex appeal. These kinds of ads are irrelevant to the actual
product. Btu then there is some ads which are educative also and now
accepted by people.
But at the last, there are some great positive aspects which help
 Development of society and growth of technologies
 Employment
 Gives choices to buyers with self interest
 Welcomes healthy competition
 Improving standard of living.
 Give information on social, economical and health issues.
Q3) 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 non-personal 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.
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
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 advertisements. 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.

Q4) Define Advertising as a promotional tool
Promotion is the key to run any business and Advertisement is the

major promotional tool as it conveys the planned message to a consumer. It
makes the consumer aware of new products and services. Without
promoting their brand no business can make their status or monopoly in
the market.

The major advantage of advertising is that it contacts the majority of
people simultaneously. Even small businesses can make their position in
the market by introducing their brand to consumers.
Gone are the times when advertising is done only through

newspapers, magazines, and radio. Nowadays sellers are relying more on
social media or mobile advertising because consumers spend a relatively
good amount of time searching for a particular product before making a
choice. Thus advertisement becomes the best way to promote a particular
brand.
Advertising as a Tool of Marketing
Nowadays, consumers have become relatively more aware than before

and spend a good time on research before buying any product or service.
This makes it important for sellers to introduce their products and services
in a way that should be better than others.
Promotional items of marketing are divided into 2 major forms-

tangible and intangible. Tangible methods of marketing include items like
brochures, business cards, etc. They are most popularly known as
traditional methods of marketing.
However, there is no denying the fact that with the increase in active
users on the Internet, social media marketing is spreading its roots and has
become the most popular form of marketing. Social media is the best way to
improve brand recognition and to increase sales.
Although nowadays the focus of consumers, as well as the seller, has

shifted to digital marketing, even intangible forms are important to grow a
business. Since there are the majority of people who do not have access to
social media and the internet. Thus, both of these forms are the major tool
of marketing which are helping businesses to grow in one way or the other.
In this way, consumers and marketers use advertising as a tool for

marketing.
Conclusion
No matter if you are a startup or have a brand monopoly in the

market, advertisement is the key to promote products and services to the
consumers. You can make use of various promotional tools and effectively
advertise to your customer. For quite a long time advertisement has proved
to be the most effective promotional tool for marketing as from door-to-door
marketing to digital marketing advertisement has evolved and proved to be
beneficial in various aspects.

Q5) Advertising and its Criticisms
Various objections against advertising are:

1. Economic objections,
2. Social objections and
3. Ethical objections.
1. Economic Objections:
(i) Advertising is not productive – It is true that advertising does not
produce any tangible goods. On the contrary, it renders a very valuable
service. Services are always intangible.
(ii) Advertising forces people to desire and buy things which, infact, are
not within their means. It is true that advertising arouses interest for
buying but there is no physical force exerted on customers to buy things.
(iii) Advertising simply multiplies the needs. It just takes business from
one concern and gives it to another.
(iv) Advertising increases the cost of goods.
(v) The monopoly argument – Advertising usually lays emphasis on

brands. This emphasis makes the consumer to become a slave of a
particular brand.
(vi) Advertising encourages waste – People are forced to use the product
as fast as possible since new products with improvements are
introduced.
2. Social Objections:
(i) Misrepresentation of facts – Most of the advertisements contain tall
claims and the benefits advertised are not enjoyed in full.
(ii) The press is influenced by advertisers because they provide the major
source of revenue for the existence of newspapers.
3. Ethical Objections:
(i) Advertising appeals induce people to use such articles that might
affect their health, for example – cigarettes and liquor.
(ii) People with less purchasing power cannot afford to buy many articles
though the advertisements create a strong need in them for the product.
This brings discontentment in the society.
Advertising consists of all the activities involved in presenting to an

audience a non-personal, sponsor-identified, paid-for message about a
product or organisation. Advertising is in fact a paid form of non-
personal presentation and promotion of ideas, goods or services of an
identified sponsor.

UNIT 2
STRATEGIES OF ADVERTISEMENTS & AGENCIES
“The work of a tailor is to collect the raw material, find matching threads, cut
the cloth in desired shape, finally stitch the cloth and deliver it to the
customer.”
These agencies take all the efforts for selling the product of the clients.
They have a group of people expert in their particular fields, thus helping
the companies or organizations to reach their target customer in an easy
and simple way.
The first Advertising Agency was William Taylor in 1786 followed by

James “Jem” White in 1800 in London and Reynell& Son in 1812.
Q1) Role of Advertising Agencies ?
Advertising Agency is just like a tailor. It creates the ads, plans how,
when and where it should be delivered and hands it over to the client.
Advertising agencies are mostly not dependent on any organizations.
1. Creating an advertise on the basis of information gathered about

product
2. Doing research on the company and the product and reactions of
the customers.
3. Planning for type of media to be used, when and where to be used,
and for how much time to be used.
4. Taking the feedbacks from the clients as well as the customers
and then deciding the further line of action
All companies can do this work by themselves. They can make ads,
print or advertise them on televisions or other media places; they can
manage the accounts also. Then why do they need advertising agencies? The
reasons behind hiring the advertising agencies by the companies are:
 The agencies are expert in this field. They have a team of
different people for different functions like copywriters, art
directors, planners, etc.
 The agencies make optimum use of these people, their experience
and their knowledge.
 They work with an objective and are very professionals.
 Hiring them leads in saving the costs up to some extent.

Q2) Types of advertising agencies.
There are 5 types of Advertising Agencies . They are :
1. Full service Agencies

1. Large size agencies.
2. Deals with all stages of advertisement.
3. Different expert people for different departments.
4. Starts work from gathering data and analyzing and
ends on payment of bills to the media people.
2. Interactive Agencies
1. Modernized modes of communication are used.
2. Uses online advertisements, sending personal messages on
mobile phones, etc.
3. The ads produced are very interactive, having very new
concepts, and very innovative.
3. Creative Boutiques
1. Very creative and innovative ads.
2. No other function is performed other than creating actual
ads.
3. Small sized agencies with their own copywriters, directors,
and creative people.
4. Media Buying Agencies

1. Buys place for advertise and sells it to the advertisers.
2. Sells time in which advertisement will be placed.
3. Schedules slots at different television channels and radio
stations.
4. Finally supervises or checks whether the ad has been telecasted at
opted time and place or not.
5. In-House Agencies
1. As good as the full service agencies.
2. Big organization prefers these type of agencies which
are in built and work only for them.
3. These agencies work as per the requirements of the
organizations.
There are some specialized agencies which work for some special
advertisements. These types of agencies need people of special knowledge in
that field. For example, advertisements showing social messages, finance
advertisements, medicine related ads, etc.

Q3). Advertising Strategy and its types
An advertising strategy is an action plan designed to increase sales

of certain products or services, attract new customers, and invite existing
ones to make multiple purchases.
An advertising strategy is part of a brand's marketing plan, so it must be

aligned with the company's objectives. It is also essential to take into
account branding, tone, and brand identity, so that the user experience
does not have dissonant elements.
Types of Advertising Strategies:
There are many possible advertising strategies, as each brand's

situation, identity, and objectives are unique. To get an idea of the
possibilities, let's take a look at how Hub Spot classifies the 3 major types
of advertising strategies.
1. Content Advertising:
This advertising strategy seeks to directly influence consumers

through different channels with a direct, clear message that aims to reach
as many people as possible.
Although it has similar characteristics to content marketing, it is not

the same since it is more direct and more focused on the brand.
Within content advertising, we can distinguish the following different

subtypes:
 Informative advertising: this focuses on showing the brand and

the value it can bring to potential customers. It is usually based
on rational values.
 Comparative advertising: this focuses on comparing a brand
with the competition, in order to reinforce the characteristics that
differentiate it and convince the consumer that it can provide
greater benefits. Although this can be very effective, you must be

very careful when making your claims in order not to run into
legal problems.
 Emotional advertising: if informative advertising is based more
on rational factors, emotional advertising seeks to get an
emotional reaction. It can be very effective in influencing
purchasing decisions, since we know that these have a strong
subconscious component that are based on how people feel about
a product or service.
2. Pull Advertising:
This advertising strategy is typical of brands that are already well
known and well positioned in the market. Instead of going after customers,
this strategy aims to keep a brand in the consumer's mind and propel
people towards it. It focuses on identification with the brand and long-
term loyalty.
3. Push Advertising:
This advertising strategy is more suitable for new products or
services, since it seeks to make something known among consumers in
order to position well and generate sales.
The push strategy can use different channels, from traditional media
to social ads. In many cases, it goes hand in hand with pricing strategies.
For example, offering cheaper launch prices to generate an initial critical
mass of consumers.
It is also common for push advertising to be done in tandem with
content marketing, so that a new brand can establish its authority early
on and position itself as an expert in its sector.
Q4) Examples of Advertising Strategies

Let's take a look at some of the most widely used and effective
advertising strategies according to PPCExpo and other experts in
marketing and advertising.
1. SEM
Paid advertising on search engines (SEM) such as Google consists of
positioning ads targeted to certain keywords . This way, when someone

searches for a term related to your brand, your ad can appear in a
prominent position among the results.
SEM is one of the most popular advertising strategies in the digital

environment, as it allows you to directly target those with a high purchase
intent based on their searches. In addition, it is a very versatile strategy,
as it allows you to reach very different audiences at different stages in the
buying process.
2. Social Ads
This advertising strategy consists of placing paid ads on social
networks, usually through a pay-per-click model.
What makes this work well are the great targeting possibilities. Keep
in mind that social networks have large amounts of data on their users, so
you can segment very specific audiences based on factors such as their
lifestyle or interests.
3. Amazon Advertising
Amazon ads offers pay-per-click advertising with some unique
advantages. For instance, Amazon has a wealth of information about its
users' shopping preferences. But above all, this platform allows you to
place ads right where and when users are most likely to make a purchase,
which results in higher conversion rates.
4. Email Marketing
Email marketing is an advertising strategy that has maintained
effectiveness over the years by reinventing itself over and over again.
According to some studies, the ROI of this channel is close to 40 dollars
for every dollar invested.
5. Native Advertising
Native advertising is a format that consists of placing paid content
on various platforms that adapts in form and function to the environment
it appears in. Although it must be clearly identified as advertising, it is
integrated into its context in a much less intrusive way than other formats
(such as banners).

6. Influencer Marketing
Influencer marketing is an advertising strategy that relies on the
authority of those with a strong presence on social media to promote a
product or service to their followers.
7. Discounts and Promotions
Discounts and promotions are always popular as they offer a
product or service at a lower price than usual for a limited time. This way,
a sense of urgency is generated that encourages users to buy.
This advertising strategy can be very useful to generate a critical mass of

customers at the launch of a product or to boost sales in the short term,
but abusing it can lead to a decrease in the perceived value of the product
or service.
8. Guerrilla Marketing
Guerrilla marketing is one of the most original and innovative
advertising strategies. It is based on the use of unconventional techniques
to achieve maximum diffusion at a low cost. Creativity is a fundamental
element to achieving surprise and impact with minimal resources.
9. Mobile Ads
Mobile advertising is a strategy that focuses on reaching people via
mobile devices like phones or tablets. These ads can appear in a wide
variety of places online from websites and social media platform to various
online games or gaming platforms.
10. Podcast Ads
As podcasts continue to grow in popularity, more and more brands
are advertising on podcasting platforms. Typically, brands have their ad
read out by the host of the podcast they'd like to be featured on.
Lastly, brands often provide podcast hosts with a discount code not
only so that listeners can get a deal but also to allow the brand can track
how successful the collaboration is.

Q5) GOALS AND OBJECTIVES OF ADVERTISING
Various goals and objectives are engaged in advertising. These goals and
objectives can either be short-term or long-term. Short term goals and
objectives focus on the ad copy. Long-term objectives and goals focus on
the desired effects of advertising.
1. BRAND POSITIONING
Brand positioning can be defined as a positioning strategy, brand strategy or
a brand positioning statement. The end goal is to generate a unique idea in
the customers’ mind so that the customer relates something desirable and
connects with the brand, which is distinct from the rest of the brands in the
marketplace.
Brand positioning is guided and directed by the brands’ edge or the reasons
to buy. Brand positioning must take care of the following points that are-
 It must be unique and distinct from its competitors, and it should
be significant and be encouraging in the niche market.
 The brand positioning must be appropriate and clear to all
geographic markets and businesses.
 Brand positioning must strike the right balance between unique,
original, and appropriate product qualities.

Brand positioning involves recognising similarities and differences
between various brands in the market to create the right brand image.
Brand positioning is the key to marketing strategy. An ideal brand
positioning directs the marketing strategy by describing the details and
distinctive features of the brand. It is the foundation for providing the
required knowledge and information to its customers.
There are different positioning errors-

2. INTRODUCING NEW PRODUCTS
Introducing a new product involves establishing how your product is
different from the competitors. It is significant to determine and advertise a
compelling reason for the customers to stick to the product. Example:
Establish two key differences between your product and the competitors.
3. OBTAINING OUTLETS
Advertising magnets new customers to a product. The trick is to find an
outlet for advertising that fits into your business, budget and the target
clientele. There are plenty of options to choose from such social, print or any
other new media.
 Posting ads online that attract heavy traffic is one of the ways to
spread a word about your business.
 Social networking sites like Twitter and Facebook have advertising
pages that allow advertisers to target specific demographics.
 Social media is an attractive platform for advertising because
promotion there has little or no monetary cost involved.
 A catchy punch line can enhance the effectiveness of a radio ad.
Matching the station you choose with your demographics works
like magic.
 A newspaper is a traditional outlet for advertising. Attaching a
coupon or a feedback form can help you analyse the effectiveness.
4. DRAWING ATTENTION
 A good advertisement will draw the attention of a prospective
customer; this is what every business house seeks other than the
actual purchase.

 Customer attention is the most valuable resource for a business
house. It powers the giant organisations.
 Example: “Start earning a tall salary today” appeals to readers
who feel they are not making enough money.
5. PROMPTING IMMEDIATE ACTION
 Sales and Purchases keep the company alive.
 Media, print and other types of advertising prompt people to act
instantly. You can include a coupon in your ad to prompt people
to buy your product.
 Including a deadline for your coupon to let people know that the
offer is only for a limited period of time is also a good idea to
engage people.
 Offering a free trial for your product or even providing something
for free along with that product can prompt immediate buying
action.
6. INCREASING SALES
 Increasing sales is one of the most significant objectives of
advertising.
 Advertisements are designed to increase sales and generate
profits. Offline sales can be achieved by promoting an in-store sale
online by providing digital coupons or vouchers.
 Sales can also be increased by focusing on product promotion
through the company’s website. Such promotions can pursue
conversion and branding objectives.
7. MAINTAINING CONTACTS AND RELATIONSHIPS
 Effective client engagement and enhancing relationships is also
one of the advertising objectives.
 Maintaining contacts and relationships is often the goal of many
social campaigns, which aims at effective interaction with the
consumers to enhance their experience with the brand.
8. BRAND SWITCH AND SWITCHING BACK
 Brand switching objectives fundamentally hold good for those
organizations who want to attach the customers of their
competitors to their brands
 Switching back objective holds good for those companies who
want to bring back their customers, who have switched from their
brand to their competitors brand.
 The advertisers take various measures to magnet the customers
back like discount sales, reworked packages and also by coming
up with brand new advertisements.
2. Objectives:
 Do they focus on your primary objectives? Do they know how to
assess the effectiveness of advertising so as to be able to
determine whether the advertising is meeting these objectives?
 Can they tell whether the advertising is providing a good ROI?
What are the measurable outcomes and what level of success
might be expected on each? Will they provide any guarantees on
the success of the campaign? Is their own compensation tied into
your success?

3. Target market research:
 If it is necessary to obtain additional information about the target
market, do they know how to design and evaluate such studies so
that they will relate effectively to the advertising campaign?
 Do they know how to effectively use survey research methods? An
examination of one of their prior reports might be useful here. Are
they aware of the research in this area?
 One way to assess this would be to compare one of their target
market research reports with the research-based advice provided
by Dillman, 1978]. ( 9%)
4. Creativity techniques:
 What techniques and procedures do they use to enhance
creativity? For example, when they
 say that they used brainstorming, does this merely mean that a
group of people sat around and
 tossed out ideas,
 Whereas clients may not be able to judge the level of creativity of a
proposal, they should be able to judge whether the procedures
seem to be useful, so they should ask the agencies to explain these
procedures.
 It is difficult to predict whether a group will come up with another
creative idea just because they came up with a creative idea for the
proposal.
5. Persuasion research:
 Are they familiar with the extensive research findings on how to

persuade people? If yes, how
 do they ensure that this research is brought to bear on the
advertising campaign? Do they have
 good grounds for violating this research (for example, research on
the specific product may
 Show that it is an exception from the general principles.) ( 4%)
6. Copy alternatives:
 What copy alternatives would they consider and why? If they
base this on the “big idea,”
 what alternative “big ideas” were considered. And why was this big
idea selected? ( 9%)

7. Copy testing:
 What procedures would they recommend to test and select the
most effective of their copy alternatives? ( 7%)

8. Media alternatives:
 What media alternatives would they consider and why? ( 9%)


9. Media testing:
 How would they determine the optimal amount to spend on an
advertising campaign?
 What procedures would they recommend to select the most
effective media?
 Do they focus on the objectives? For example, how would they
calculate ROI by media? (7%)

10. Capabilities of the team:
 What are the capabilities of the people who will be working on
the proposed account?
 Do they have any conflicts of interest? Do they have a complete list
of clients served so that failed as well as successful relationships
might be examined? ( 15%)
Q6) APPROACHES TO ADVERTISING AGENCY

 The advertisers should consider the following factors while
selecting an advertising agency:

 1. Agency Team – An agency has to possess management experts,
market researchers, production managers, art directors, copy
writers, media experts and others. The quality and expertise of
these specialists team is considered while finalising the agency.

 2. Range of Services Rendered – An agency may be full services
agency or specialized agency. An advertiser should keep in mind
the type of services required to be hired.
 3. Research Activities – Advertising agency should consider the
type of research activities conducted by companies. Because there
are market research companies or advertising research companies
or both.

 4. Success Rate – The advertisers may look at the various
accounts already handled by an agency and the success rate.

 5. Need of Marketing Plans – It is necessary to see whether the
assistance in preparing the marketing plans can be provided by the
agency. In case of clients with new products, it is necessary to
consider this factor.

 6. Compatibility – It means the personal equation of the advertiser
with the client. There can be perfect harmony and cordial relation
between client and agency when there is compatibility.

 7. Stability of Agency – The selection of agency depends upon the
regular and stable services provided in that line. Its commitment in
fulfilling the accepted tasks is noteworthy. The known agencies are
preferred to the new ones.


 8. Creativity – Advertising needs creativity. An agency having good
team of creative persons is selected. Because, it is main factor in
making advertisements different and attractive.

CAMPAIGNING PROCESS
An advertising campaign is a specifically designed strategy that is carried
out across different mediums in order to achieve desired results such as
increased brand awareness, increased sales, and improved communication
within a specific market. All of this is accomplished through advertising.
Many entrepreneurs think carrying out an advertising campaign means

simply creating an ad. However, they are mistaken. For advertising to yield
the best results, it’s crucial to be well organized right from the start.
If you’re considering launching an advertising campaign, we recommend

you get in contact with a specialist in the medium you're interested in. An
online advertising agency specifically geared towards digital marketing is
your best bet and the best way to achieve your desired results.
Furthermore, you’ll be able to both optimize your budget and access

metrics related to the evolution of actions.
Q7) 7 Keys for Launching a Successful Advertising Campaign
1. Set a Campaign Goal

Typically, when we think about ‘goals’ most people tend to think of sales.
But the truth is that there are many other advertising objectives to focus
on. The most common goals include acquiring new clients, promoting
current products, and launching new products. You can also create
an advertising campaign designed to improve brand awareness or to help
associate a certain brand with certain emotions. Whatever your goal may
be, it’s important to identify it before proceeding.
2. Define a Target
Part of a campaign’s success is directly tied to your target audiences. If
you have a well defined target market or audience, it is much easier to
accomplish and measure your goals.
3. Segment Your Audiences

Once you have clearly defined your target audience, you should then
segment the audience, dividing them into various groups based on the
products or services you want to sell and their various demographics. Put
yourself into the shoes of your potential customers and try to identify what
would spark their interest
4. Decide on Your Advertising Mediums

There are many helpful tools at your disposal that can get your campaign's
message to your target segment. Let's review the different types of
advertising options that exist.
 Advertising on Social Media. As the name suggests, advertising
on social media allows you to create ads on the social networks
where your target audience is. This means opening up a line of
communication which allows you to easily reach your audience.
 Email Marketing. Email marketing is another means of
advertising which could be of use in your campaign. Although you
can use it to acquire new leads (which could then result in
potential clients), the use of its 'loyalty formula' generates
incredible results.
 Content Marketing. Thanks to the popularity of branded content
and video marketing, this is a great avenue for digital advertising
campaigns. However, there is a bit confusion regarding what
content marketing actually is. According to Content Marketing
Institute, “Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience
 SEM. Search Engine Marketing refers to paid advertisements on
search engines. They consist of ads that are paid for by a pay-per-
click (PPC) model. SEM is a great way to boost your position on
search engines and, like social ads, they can be highly targeted
and segmented.
5. Communication
The message of an advertising campaign is also fundamental. Even
though each company and each strategy are different, the copy should
always be natural sounding, well organized, clear, concise, fluid, and
coherent.
6. Pay Attention to Your Design
The design is just as important as the message. Utilize responsive design
and UX friendly websites to win over your audience. Delight them first by
sight, and then through everything else you have to tell them.
7. Track Metrics and KPIs

Measuring is important in many different fields but in the world of
advertising it’s absolutely crucial. If we don’t track our results, we won’t
know what’s going well or what we could improve on. In an advertising
campaign, the metrics should make up an integral part of the
process.

Q8) The Advertising Standards Council of India (ASCI)
The Advertising Standards Council of India (ASCI) established in 1985 is a

voluntary self-regulatory council, registered as a not-for-profit Company
under section 25 of the Indian Cos. Act with the objective of ensuring that
all advertising should be legal, decent, honest and truthful along with a
sense of social responsibility to the consumer and to the rules of fair
competition.
The sponsors of the ASCI, who are its principal members, are firms of
considerable repute within industries in India, which comprise of
advertisers, media, and advertising agencies and other professional or
ancillary services connected with advertising practice. The ASCI is not a
Government body, nor does it formulate rules for the public or for the
relevant industries.
It has adopted a Code for Self-Regulation in Advertising. It is a commitment

to honest advertising and to fair competition in the market-place. It stands
for the protection of the legitimate interests of consumers and all concerned
with advertising � advertisers, media, advertising agencies and others who
help in the creation or placement of advertisements.
Objectives of ASCI:
The main objects to be pursued by the Company on its incorporation are: To
monitor administer and promote standards of advertising practices in India
with a view to.
i. Ensuring the truthfulness and honesty of representations and claims

made through advertising and safeguarding against misleading
advertising.
ii. Ensuring that Advertising is not offensive to generally accepted norms
and standards of public decency.
iii. Safeguarding against the indiscriminate use of advertising for the
promotion of products or services, which are generally regarded as
hazardous to society or to individuals or which are unacceptable to
society as a whole.
iv. Ensuring that advertisements observe fairness in competition and the
canons of generally accepted competitive behaviour.
v. To codify adopt and from time to time modify the code of advertising
practices in India and implement, administer and promote and
publicize such a code.
vi. To provide facilities and machinery in the form of one or more
Consumer Complaints Councils having such composition and with
such powers as may be prescribed from time to time to examine
complaints against advertisements in terms of the Code of Advertising
practices and report thereon.

vii. To give wide publicity to the Code and seek adherence to it of as many
as possible of those engaged in advertising.
viii. To print and publish pamphlets, leaflets, circulars or other literature
or material that may be considered desirable for the promotion of or
carrying out of the objects of the Company and disseminate it through
any medium of communication.
ASCI's Mission:
ASCI has one overarching goal- to maintain and enhance the public's
confidence in advertising. ASCI seeks to ensure that advertisements conform
to its Code for Self-Regulation which requires advertisements to be:
i. Truthful and fair to consumers and competitors.

ii. Within the bounds of generally accepted standards of public decency
and propriety.
iii. Not used indiscriminately for the promotion of products, hazardous or
harmful to society or to individuals particularly minors, to a degree
unacceptable to society at large.

Q9) Explain DAGMAR
DAGMAR (Defining Advertising Goals for Measured Advertising

Results) is a model, involve 52 task for advertising task for setting
advertising objectives and measuring the result of an ad campaign.
The DAGMAR Approach was introduced by Russell H. Colley (1961) in
a report for the Association of National Advertisers.
In Colley’s words:
“Advertising’s job, purely and simply, is to communicate to defined audience

information and a frame of mind that stimulates actions. Advertising succeeds
or fails depends on how well it communicate the desired information and
attitudes to the right people at the right time and at the right cost”
Russell H. Colley
DAGMAR Model
DAGMAR is much more than a model for designing an advertisement,
it is used to monitor and evaluate promotion campaigns. There are three
parts to the DAGMAR advertising model.
1. Step One: Defining Advertising Goals
2. Step Two: Awareness, Comprehension, Conviction and Action
3. Step Three: Measure Advertising Effectiveness
4.
Step One: Defining Advertising Goals
It is important to understand that DAGMAR is aimed at setting
advertising goals and not more general marketing goals. Elements of a good
advertising goal include being a written, measurable task involving a
starting point, a defined audience, and a time limit.
To measure the effectiveness of advertising, a business must know the
current state before advertising starts and then the new state after the
campaign has finished. This means surveying the target audience to
measure current awareness, comprehension and conviction. This helps to
establish realistic goals for the campaign.
For example, to increase product awareness from 10% to 35%.

Step Two: Awareness, Comprehension, Conviction and Action
The second part of the DAGMAR model attempts to explain the
process customers go through before they buy a product. The process is as
follows:
1. Awareness
2. Comprehension
3. Conviction
4. Action
Awareness
Involves making target audience aware of the existence of brand or
company.
Comprehension
The purpose is to develop an understanding among audience of what the
product is and what it would do for them.
Conviction
The objective is to create a mental disposition among target audience
members to buy the product.
Action
To motivate the target audience to purchase the product or services.
Step Three: Measure Advertising Effectiveness

In step one of the DAGMAR advertising model, goals were established
for the campaign. The final step is to measure the results and effectiveness
of the campaign by evaluating whether the goals were met or not.
This may require another survey to measure awareness
comprehension and conviction levels. Advertising can be an important part
of marketing for small business and understanding advertising models such
as Awareness, Interest, Desire and Action (AIDA) and DAGMAR can help
improve marketing effectiveness.
DAGMAR Objective
Another important contribution of DAGMAR was its ability to clarify
what constitutes a good objective. According to Colley, the objectives should
have the following features or characteristics:
 Stated in terms of concrete (specific) and measurable
communications task; in terms of strengthening brand image,
maximize brand presence, maximize the market share, increase the
sale.
 Specify a target audience, means well-defined target audience.
 Indicate a benchmark or standard starting point and the degree of

change sought(seek)

 Specify a time period for accomplishing the objective or objectives.
There are no significant difference between Colley’s proposed model

and other important hierarchy-of-effects models.
Q10) Assessment and Criticism of DAGMAR Approach
The DAGMAR approach has had an enormous influence on the

advertising planning process and objective setting. It focused the advertiser’s
attention on the importance and value of using communications-based
objectives as against sales-based objectives to measure the impact and
success of an ad campaign.
The approach has not been totally accepted by everyone in the
advertising field. A number of questions have been raised concerning its
value as an advertising planning tool.
 Problems with Response Hierarchy: DAGMAR approach is based
on hierarchy of effects model and the fact that consumer do not
always follow the sequence of communications effects leading to
purchase.
 Sales as the Advertising Goal: Many believe that sales is the only
relevant measure of advertising objectives and shown little respect
and tolerance for ad campaigns that otherwise may achieve
communications objectives but fail to increase sales.
 Practicality and Costs: Implementation of the DAGMAR approach

is difficult. Expensive research required to establish quantitative
standards and measure changes in the response hierarchy. Some
critics point out that DAGMAR is practical only for large firms with
substantial research and advertising budget.
 Inhibits Creativity: The DAGMAR approach is basically a planned

and rational approach to setting advertising objectives. It imposes
too much structure and may restrict creativity.
********

UNIT -3
Q1). Explain about Advertising Creativity.
The creative part of advertising involves the process of selecting and

presenting the messages. The business of conceiving, writing, designing and
producing these messages is called advertising creativity.
The success of advertising depends to a great extent on the quality of
the message or copy of advertisement rather than the money spent on
advertising.
The conventional theory of advertising includes the concept of AIDA
(Attention, Interest, Desire and Action). Most of the advertisers believe
that the message in advertisement copy must attract the attention and
interest of the consumer if buying is to result.
Activities comprising Creative Design task Process

Although there is no one set form for designing the process. There are
various variables that are typically parts of the creative design process.
These activities are:

 Advertising objectives – The main objective of advertising is to aid
the selling process through communication with existing and
prospective customers. The advertisement copy must achieve the
advertising communication objectives. Now, it is the responsibility of
the creative specialists to translate the information available to them
into an advertisement
 Information to creative People – The second task of the creative
people, after getting the advertising objectives, is to product for
collecting the various information relating to the product and the
marketing mix. Creative design people prepare for the design task by
examining the information on the product which is to be offered in the
advertising.
 Target Audience – The next step in the creative process is to make
the copywriter available description of the demographic and
psychographic make-up of the specific target audience for whom the
ad is being created. Quantitative data such as age, marital status,
occupation, income, education, place of residence, must be
supplemented by information on consumer attitudes (related to
advertised product, and its competitors as well as to the types of
creative claims being considered for the message)on relevant media,
shopping and buying habits and on product usages. Thus any
information that describes target audience is useful.
 Copy and Layout Design – The next task before the creative
personnel is to turn to the creative task which is the design of the
copy and layout. Creative personnel, including, artists, art directors,
and copy writers, must design an approach to the communication of
the messages that carry pre-determined advertising objectives. Part of
the process involves writing copy, the verbal text of the advertisement.
The copy then must be integrated with illustrations into an overall

design for the advertisement’s layout. The design of the copy and the
layout is an art that requires special skills.
 Credibility– Whatever message is designed, it must be a cluster of
truth. Truth is essential in advertising. The truth is not truth until
people believe in it. They cannot believe in it if they do not know what
we are saying if they do not listen to us; they cannot listen to us
unless we are interesting and finally we cannot be interesting if we say
facts in a fresh, original and imaginative way.
 Copy Layout Tests – The role of creativity in advertising is very
important and should not be underestimated. An important aid to the
creative design task is the use of copy layout tests to assess and
compare alternatives. After the copy layout is released, samples can
be drawn from target audiences to test its effectiveness in specific
conditions. Then respondents are asked to give their opinion on the
various aspects of the ad including how well it can be seen or read or
heard under specific conditions, how quickly and easily the message
can be understood, how interesting an ad is liked, how believable it is
or how it will influence audience behavior.
 Allocation to Creative Task – The next important task to creativity is
the allocation of funds towards this task. Since there is little in the
way of modeling effort to help in this decision, the allocation task is
usually done judgmentally.
 Creative Strategy and Tactics – Finally every copy strategy must
describe the mood and tone of all the forthcoming ad or commercial;
cheerful, dramatic, business like and whatever. All types of written
materials, such as art work, layout and script must be used as
components of printed or broadcast advertisements.
Thus, advertising creativity is the most important part of the advertising
programme. It is an art and should be provided sufficient funds in order to
achieve the business and marketing objectives.
Q2). Describe the Creative Thinking
Creative thinking is also known as lateral thinking. Creative thinking is

when someone is able to produce a vast amount of ideas and put them
together in a way that may differ from someone else. A creative thinker often
thinks outside the box and beyond the standard level of problem-solving. A
person that is creative can make something new out of previous thoughts,
things, or ideas.
Stages of Creative Thinking: Preparation

This might seem self-explanatory, but preparation includes just about
anything that helps you get started thinking creatively. Identifying the
problem or idea and obtaining any necessary background information or
details is helpful during this stage to support your future creative ideas. An
important tactic in this stage is brainstorming. Gathering ideas and
materials that may be needed to bring your idea or project to life is also
important and will help you be ready to proceed with the creative process.
Stages of Creative Thinking: Incubation

Incubation actually involves unconscious thoughts and only requires that
you take a break after all of that prep work. You might just be surprised at
what else will come up throughout the day when you are not cognitively
aware that your brain is at work. Perhaps you will become inspired by your
surroundings and be able to incorporate them into your creative project!
Stages of Creative Thinking: Illumination
Illumination is the stage when things fall into place. You will have a brief
moment of understanding that contributes to your idea or issue. Most of the
time, illumination is when you develop new connections to really bring a
creative solution or project together.
Stages of Creative Thinking: Verification
Verification is when you put everything you've learned through the creative
process together. The actual creation of choice comes to life here if your
ideas are successful. If not, you might have to go back through the creative
process or use some critical thinking skills here.
Creative Thinking Techniques

There are so many creative thinking techniques. Creativity can be enhanced
and achieved through some of the techniques listed below:
Creative Thinking Techniques: Goal Setting
Having a clear set of goals for yourself is extremely important. You would
not try to improve your guitar playing skills if you were trying to get better at
cooking a meal. Having expectations for ourselves can hold us accountable
before starting the creative process. You might ask yourself things such as
"What am I trying to accomplish?" or "What are my strengths/weaknesses?"
After you have your goals established, you can then move on to list the steps
you need to take to reach those goals. Chances are if you have a path to
follow that you are passionate about, you will get there with the right level of
determination.
Getting Inspired
Finding inspiration is important for creativity. While you want to be an
original, you might be able to pick up on some tactics that other people have
used to spark your new, creative ideas. When you have a clear goal in mind,
finding inspiration from other people should be fairly easy. If your goal is to
start a small business in candle-making, you might want to research tactics,
tips, and tricks that other people have used to make the process easier for
you. By doing this you can incorporate your own ideas but still gain
inspiration from the techniques that other people use.
Brainstorming as a Creative Thinking Technique
While this may seem obvious, brainstorming is a great way to open your
mind to new ideas. The best way to brainstorm is to write down ideas and
random thoughts that come to your mind throughout the day. You might be
surprised what 5 minutes of uninterrupted writing can do for you. You can
even brainstorm by engaging in conversations with other people. They may
be able to offer helpful advice. Mood boards are also another great way to
brainstorm and align your goals with your progress.
Creative Thinking Techniques and Self-Analysis
Keep track of your progress when trying to come up with new creative ideas.
See how far you've come from the first time you listed your goals. Keeping an

open mind when criticizing yourself can be hard, but it is doable. By keeping
track of your progress, you can see what is and isn't working, and you can
see how far you've come! If something is not working, you can then take
further action. Maybe it is time to rethink your motives or change the path
that you thought would work. You can become even more creative by being
able to adapt quickly to new changes.
copywriting?
Copywriting involves creating compelling text that effectively markets a
product, service, or concept to a target audience. It aims to persuade
readers to take desired actions, like buying a product, attending an event, or
subscribing to a mailing list.
Understanding copywriting
Copywriting is one of the most important elements of advertising and
marketing. It's the process of writing persuasive words (known as copy) that
inspire or motivate people to take a specific action. It’s different from content
writing. A content writer produces longer, well-written material for company
blogs or publications. Some examples of copywriting:
 When you open a magazine and there's a full-page advertisement
selling perfume, the words on that page are the result of copywriting.
 When you go to a website that prompts you to buy something, the
words on that page are the result of copywriting.
You can find copies in print, online, and even being read on television or
over the radio. Copywriting is almost everywhere you look and listen.
Behind every piece of copy is a copywriter. Copywriters are individuals who
are trained to craft words in a way that will connect with the target
audience and move them to do something. Some may also use AI content
writing tools to help spark their creativity.
Most businesses hire an in-house copywriter or on a contract basis to help
them communicate with the world and grow.
What are the benefits of copywriting?
Being a business owner doesn't mean you're an expert copywriter. It takes
specific skills and the right frame of mind to create copy that will
accomplish the right goals in the right place at the right time.
Business must sell products or be hired for services to succeed. Good copy
helps. Whether it's ads, social media shares, landing pages, or social media,
the goal is for people to take action. Good copywriting converts leads into
paying clients.
There's a progression of positive things that good copy does for your
business:
1. First, it makes an emotional impact on potential clients with words.
2. This emotional impact makes them feel like they can relate to your
brand.
3. When they relate, they will feel like your brand can solve their problem
or pain point.
4. The call-to-action helps motivate them to make a purchase.
5. This leads to increased sales and conversions for your business

Copy testing is a specialised discipline of market research that evaluates the
effectiveness of an advertisement based on consumer responses, feedback,
and behaviour. Copy testing is also known as pre-testing. It encompasses
testing of all media channels including television, social media, print, radio,
and internet. Pre-testing is worthwhile for a company to comprehend
whether an advertisement carries a message strong enough to register in its
prospects’ mind.
Before the release of an advertisement, there are multiple tests which are
done to measure the effectiveness of the campaign. These assessments are
conducted even after the ad is transmitted to determine the effectiveness of
it.
TYPES OF COPY TESTING
 Consumer Jury
 Rating Scales
 Portfolio tests
 Psychological tests
 Physiological tests
 Sales tests
 Day-after recall Tests
1. Consumer Jury Test
 A consumer jury test is a method of testing advertisements that
involves asking consumers to compare, rank and evaluate your
advertisements.
 It is the most traditional and simplest amongst all the copy testing
methods. A personal interview may be conducted, or a group of
about 50 to 100 people may be assembled and requested voting
based on their preferences, interests or even influences to
purchase the product.
 It then presents a rating given by a group of audiences who mostly
represent the potential buyers of the product. A consumer jury
method is controlled and cost-effective.
This method has a few disadvantages like
 The consumer may become a self-appointed expert.
 Possibilities of a halo effect
 Numbers of evaluated ads are limited.
 Preferences may overpower objectivity.
Example: Analyzing Television programs and commercials using a Program
Analyzer.
2. Rating Scale Copy Testing
 Rating scale requires established standards for a productive copy
and numerical weights for each standard. Advertisements are later
rated according to scale values, and a numerical grade or a
percentage is obtained.
 A rating scale test provides a list against which you can check
your ad. It also assists in determining and singling out the
elements that are good and bad in an ad copy.
 The weights may be assigned to different aspects on the basis of
which the copy is to be tested depending on their scale of
significance.

 This method is mostly used by professional advertising agencies
which rate advertisements without any trouble.
4. Psychological Tests
 Psychological Copy testing is a technique in which various
methods including word association, sentence completion, depth,
interview and storytelling are welcome.
 A catalogue of reactions namely self-pity, security, fear, nostalgia,
and so on are set.
 Alternative ads are then rated based on how readers respond.
 The psychological technique is difficult to implement since skilled
interviewers are required.
 Copy testing is psychological in nature; hence some psychological
tests are administered.
5. Physiological Testing
In physiological copy testing, tests are conducted using special laboratory
equipment’s which records individual physiological responses to the ads.
 Here the physiological reaction of the respondents is considered
more crucial than what he says.
 There are three elementary instruments that are used in these
kinds of tests- the Eye Moment Camera, Galvanometer and the
Pupilometric device.
 .
Example: HUL launched an ad for AXE Signature, in which a subtle form of
romance is used with the main message of its lasting fragrance. If the
consumer after watching the ad can only recall the romance part then the
ad is not considered to have done well on a recall test.
The marketing campaign is an expensive affair. To ensure that your

organization obtains maximum benefits for its investment, it is critical that
you conduct research and testing before the campaign, and repeat its
effectiveness again. In general, copy testing is appropriate for a strategic
research in which one aims to scrutinize the relative effectiveness of one
advertising theory over the other. Copy testing assists in the evaluative
research in which one attempts to take a final call.
Priciples and elements of a design
Contrast
When a design uses several elements (e.g., type, colour, size, line, shape,
thickness), the goal is to make each one distinct. When elements look too
similar, none stand out (left). Contrast allows designers to assign
characteristics that set elements apart from each other. The dissimilarity, or

contrast, piques people’s interest and draws them in (right). This is the
reason contrast is often considered the most important design principle.
Repetition
Repetition helps designers establish relationships, develop organization and
strengthen unity.
As this Asian-inspired motif illustrates, any number of elements can be
repeated, including:
 Sizes
 Fonts
 Shapes
 Colours
 Textures
 Line Thicknesses
 Graphic Concepts
 Spatial Relationship
Alignment
Skilled designers never place anything arbitrarily. All elements should relate
to all others in some way.
Alignment creates a clean, sophisticated look. In some cases, it can also

suggest information hierarchy. Elements out of alignment can be jarring,
as with the windows in the bottom row.
Proximity
When items are grouped or appear close together, they become a single
visual unit, rather than several separate entities.
Proximity helps organize information, reduces clutter and gives people a

clear structure. When looking at this photo of a stained glasswindow, do you
see a series of disjointed shapes, or do you see a series of concentric circles?

UNIT 4
ADVERTISING MEDIA
Q1) Explain about Advertising Media .
Introduction :
Advertising media refers to the various media channels through which
advertising is done. Advertising media is used for showcasing promotional
content which communicated in various forms such as text, speech, images,
videos using TV, radio, online, outdoor etc.
Importance of Advertising media:

Advertising media plays a pivotal role in business and marketing for
companies. There are many companies who offer products and services to
customers. However, it is impossible for every customer to know about every
brand or product.
This is why companies advertise and use advertising media to reach to
customers, and to increase their market share.
Depending upon the customer demographics, advertising budget,
targets of the company, advertising objectives etc., companies can choose
the type of media they want and they can do an advertising campaign.
Using all media channels is often referred to an integrated marketing
communications and helps a to build a brand using 360 Degree branding.
Advertising media selection:

For companies, it is important to have a clear cut plan in the selection
of advertising media. Some steps followed in advertising media selection are:
1. The objective of the company is analyzed as to what product and to which
customers it is to be advertised.
2. The next stage is to have a complete understanding about the customer
demographics who are to be targeted.
3. After that, depending upon the type of product, type of customers, the
advertising budget set, companies can choose from the various types of
advertising media.
4.Over a period of time, this processing of selecting the appropriate
advertising media can be repeated for increasing cost benefit to the
company.
Q2). Types of advertising media?
Advertising media is an important domain in business and

advertising. With the passage of time, there have been several ways in which
ads are being showcased and can be communicated to customers.
There are different types of advertising media present. Depending
upon various parameters like budget, reach, customer preferences etc.
companies can choose the required advertising media and help boost their
brand.

Some of the most important types of advertising media are:
1. Broadcast media
TV and radio are two of the most important advertising media known as
broadcast media.
There are 2 types of broadcast media which can be considered here:
a. Television
Televisions have become a very important tool to advertise for
companies. Companies can targets serials, reality shows, sports events, live
events etc. which are showcased on TV's and understand the demographics
of the people watching the TV. TV channels are anyways classified as news,
sports, knowledge, entertainment, movies, kids etc
b. Radio
As a tool for marketing and advertising, radio is the most cost effective
tool which a customer can have. Since radios have are high penetration and
are easy for customers to buy, they are a good tool for advertising.
2. Print Media
Advertising media like newspapers, magazines, leaflets, brochures,
billboards, signages, direct mail and other print publications come under
print media. With the massive reach of print media, it became a popular tool
for advertising. Print media caters to a regional audience and is published in
different languages.
Hence, print media can cater to a niche audience as compared to
broadcast advertising media tools like TV or radio.
3. Online Media
With the consistent growth in internet penetration, companies have
started using online media for promotion through advertising. People are
connected to the internet through social media, website browsing etc. This
gives an opportunity to companies to use this advertising media and cater to
customers using online advertising.
4. Outdoor Media
Another popular form of advertising is using outdoor hoardings, billboards,
OOH (out of home) media etc. Outdoor advertising it basically useful in
capturing those customers who are travelling from one place to another.
This gives an opportunity to companies to use outdoor advertising media to
create brand awareness by putting large bill boards and hoardings above
buildings, near streets etc. to give maximum visibility.
5. Mobile
With the increasing penetration and usage of mobile phones, mobile
advertising has become a critical aspect for every business. Mobile as an
advertising media helps to reach out to customer by promoting messages
through SMS, social media chat groups etc.
6. Specialty Media
These consist of items that are given away to the consumer on which the
name of the company or brand is printed so that more people get to know
about it. For example- carry bags, membership cards, free merchandise like
caps or bags, etc.
These type of advertising media are more niche and have a narrow reach as
compared to the above mentioned media.

7. Other forms
Apart from the ones discussed above, advertising can be done through
transit signs i.e. the small posters that we see on trains or buses, electronic
billboards, etc.
Q3). Advantages and Disadvantages of Advertising ?
Introduces Product
Advertising is a medium through which companies introduce and create
awareness regarding their products in the market. It explains the features
and uses of new products to customers.
Increase Sales
Advertising helps the business in increasing its sales volumes. It attracts
more and more people toward the company’s products and persuades them
for purchasing it.
Widens Market
It enables businesses in exploring new markets and reaching out to a wide
number of peoples. Advertising creates wide awareness regarding brand
products among the public.
Fights Competition
Advertising is an effective tool for businesses to face competitive forces in
the market. It provides detailed information regarding products that helps in
differentiating it from competitor’s products and acquiring a competitive
advantage.
Eliminates Middlemen
It serves as the direct connecting link between manufacturers and
consumers. Advertising eliminates the role of all intermediaries between
producer and customers which increases the profit margin of producers and
reduces the overall cost to customers.
Stabilizes Sales Volume
Advertising helps in stabilizing the sales volumes for business. It helps in
retaining more and more customers for a longer time period and develops
more loyal customers.
Educates Consumers
It serves as the mean through which companies communicates all details
regarding their products among customers. Advertising informs customers
about the uses and utility of the product.
Disadvantages of Advertising
Increases Cost
Advertising raises the cost of products offered by the business for sale in the
market. The business incurs huge expenditure on advertisement activities
which they recover by charging high prices for their products.
Mislead People
Advertising often leads to misleading and fraud customers by presenting
false facts about goods. Many times it makes exaggerated and unfair claims
regarding products.

Impersonal
It is an impersonal and one-way means of communication between the
manufacturer and customers.
Discourages Small Business
Advertisement programs require huge funds to gain popularity and goodwill
in the market.
Encourage Monopoly
Big corporations through wide advertisement programs create their
monopolies in the market.
Q4) Explain importance of Media Planning
Introduction:
Media planning is the series of decisions involved in delivering the promo-
tional message to the prospective consumers. It is the process of directing
the advertising message to the target audience by using the appropriate
channel at the proper time and place.
The planning should concentrate on:

i. Whom to reach,
ii. When and where to reach,
iii. The total target group,
iv. The frequency of exposure,
v. The affordable cost involvement.
Wells Burnett defines ‘Media Planning’ as, “Media planning is a decision
process regarding use of advertising time and space toassist in the
achievement of marketing objectives.”
Importance of media-planning:
1. Optimum Utilisation of Resources:

Advertising involves huge cost. Through media planning, the advertiser
can use available resources in an optimum manner. In media planning,
such combination of media is selected and such time is selected, that
helps the advertiser in communicating the advertising message to largest
number of target audience at lowest possible cost.
2. Helps in Achieving Advertising Objectives:
Media plan is a part of overall advertising plan. Media planning is
designed so as to achieve marketing and advertising objectives of the
organisation. Media planning includes all such decisions like selecting
appropriate media, appropriate media mix and deciding the scheduling of
advertisement.
3. Selection of Appropriate Media:
In media planning, different media are compared on the basis of cost per
reader, cost per viewer, media-image, media-coverage, media-rating etc.
While selecting media the advertiser ensures that selected media matches
with the features of target audience.

For example, if our target audience are teenagers, then television will be
appropriate media; if target audience are literate, then print-media can
be selected;
4. Selection of Optimum Media Mix:
Media planning helps to select optimum media mix. Using different media
combination ensures wide and intensive coverage of target audience. It
improves the chances of achieving advertising objectives.
5. Helps in Allocating Advertising Budget:
Media planning helps to decide the amount to be spent on different
media. It helps the advertising manager in allocating the ad-budget
among different media types/media vehicles..
6. Ensures Appropriate Timing of Advertising:
Advertising can ensure best results only when ads are shown at the right
time. Media planning includes media scheduling i.e. it decides the time
and space of advertisement in media. It decides the month, day and time
of advertisement..
7. Helps in Controlling:
In media plan some standards of performance are fixed. These standards
are with regard to coverage of target audience. Such standards help the
management in evaluating the effectiveness of media, i.e. actual coverage
is in accordance with the standards or not.
Q5). Factors for Selection of Advertising Media for a Company
1. Objectives of Firm:
Company’s general and advertising objectives are the prime considerations
in media selection. Those media capable to meet company’s expectations are
likely to be selected. Advertising objectives may be to inform, remind,
convince, create prestige, or to increase sales and profits. Different media
have varying capacity to meet these objectives.
2. Costs Media and Company’s Financial Position:
Media selection decision is highly influenced by media costs and firm’s
ability to pay. Company has to pay for buying space or time and preparing
advertising copy fit for the media to be selected. TV, radio, films are costly in
terms of buying time and preparing advertising copy..
3. Reach or Number of People Exposed to the Message:
It is an important criterion to choose among ad media. Reach means the
number of different people exposed to a particular medium at least once
during a specified time period. Mass media are capable to reach millions of
people by just one exposure.
4. Company’s Advertising Policy and Approach:
Company’s advertising policy and approach determine which of the media
should be selected. For example, if company’s policy is not to spend more
money for advertisement and to offer the product at a low price, it may go
for cheaper media.

5. Type of Buyers:
People to be influenced should be taken into account while selecting the
media. Buyers can be classified into various classes as discussed in market
segmentation. Each medium has its special viewers, readers, or audience.
For the firm, it is important to know whether the target groups can be
exposed by the particular medium.
6. Condition under which Customers are Influenced::
Readers’/viewers’ mood and interest determine receptivity of message.
Television is the best-fit medium to associate advertising message when
people are watching or enjoying related programmes.
7. Circulation/Coverage:
The area covered by (or number of people exposed to) the medium is an
important criterion. Some media are capable to cover the globe while some
can cover only the limited locality. For example, the local newspapers cover
limited areas, the national newspapers like The Time of India and The
Economic Times cover the whole nation.
8. Repetition or Frequency:
Repetition or frequency implies the number of times within specific time
period an average person is exposed to the message by specific medium.
Most of the outdoor media hold the message for relatively long time.
Magazines or periodicals publish monthly or quarterly; mostly they publish
advertisements only in a particular edition.
9. Credibility and Image of Media:
In case of newspapers and magazines, the factor is critical. Naturally,
advertising message appears in the reputed newspapers or magazines carry
heavy impression and effect than substandard media.
10. Past Experience:
Company’s own past experience may be instrumental to decide on
advertising media. For example, if company has satisfactory experience of
using a particular medium, there are more chances to use the same medium
and vice versa.
11. Experience of other Companies:
Experience of other companies is one of the important considerations in
media selection. Company may try to know what other companies say about
applicability and usefulness of various media. Views of other companies
must be followed with care and caution.
12. Expert Opinion:
Marketing experts or consultants who work on professional basis can be
consulted to suggest an appropriate medium to carry the message. These
experts, on the basis of analysis of market situations in relation to products
to be advertised, can recommend the suitable media.
13. Type of Advertising Message:
Each advertising message needs specific advertising vehicle. If a message is
simple, print media are sufficient. If a message is complicated, and the
company wants to demonstrate and explain, audiovisual media suit the
needs.
14. Others:
Apart from above mentioned factors, there are certain factors that affect
media selection decision.

UNIT 5 ANALYSIS OF MARKET MEDIA
MEDIA STRATEGY
Every work to be done needs a plan of action so that the work is done in a
desired and correct manner.
Media Strategy plays a very important role in Advertising. The role of
Media Strategy is to find out the right path to transfer or say deliver the
message to the targeted customers.
How many people see or hear or read all the advertisements or promotional
offers and buy the product or service? The basic intention of media strategy
is not only procuring customers for their product but also placing a right
message to the right people on the right time and of course that message
should be persuasive and relevant. So, here the planners of the organization
decide the Media Strategy to be used but keeping the budget always in
mind.
The Media Strategy process has three “W”s to be decided. They are
 Where to advertise?
 When to advertise?
 What media type to use?
 Elements of Media Strategy

 There are several layers of the media environment. One needs to
understand these layers and then plan the media strategy
accordingly.
 1. Communication channels
 The channels to establish excellent and clear communication with the
media houses are significant. They need to provide unambiguous,
authentic, and clear information to these media.
 2. News cycles
 The media are mainly concerned with the news generation. There are
various types of news cycles, viz. the daily news like newspapers, 24-
hours news like those on TV or blogs on the internet, and the weekly
or monthly news in magazines.
 3. Popularity and reach of the medium
 The effect of your media strategy can be measured by the reputation
of your brand or company. If the reach of your news and information
is good, the viewership and the readership of your articles are good
and so is their impact.
 4. Target audience
 Here, you need to know what you expect from the media circulation. It
would be best if you had a clear idea of whom you want to target. The
type of clients you expect determines the media you choose.
 The attributes of the target audience can be age, profession, culture,
and many more.
 5. Quality and quantity of media outlets
 There are two main types of media outlets, viz. conventional and
modern media outlets. The quality and the amount of these media
outlets play a massive role in determining the reach of the circulated
news.

 Hence, these parameters should be planned wisely.
 6. Conventional media outlets
 These are those outlets that have been used traditionally for years.
Television, Radio, and magazines are some of the traditional media
outlets.
 They have a fixed readership and viewership given by loyal users.
 7. Modern media outlets
 With the emergence of technology, the internet has conquered our
world. The social media platforms, live news streaming channels, and
blogging sites are some of the newest media outlets.
 They have been embraced by lots of people, mainly young adults.
 8. Level of access
Choice of Advertising Media (9 Factors)
:Factors Governing the Choice:
1. The nature of product:
A product that is needed by all will encourage mass media like print,
broadcast, telecast, outdoor and the like. A product needing demonstration
warrants television and screen advertising. Industrial products find favour
of print media than broadcast media. Products like cigarettes, wines and
alcohols are never advertised on radio, television and screen.
2. Potential market:
The aim of every advertising effort is to carry on the ad message to the
prospects economically and effectively. This crucial task rests in
identification of potential market for the product in terms of the number of
customers, geographic spread, income pattern, age group, tastes, likes and
dislikes and the like.
If the message is to reach the people with high income group, magazine is
the best. If local area is to be covered, newspaper and outdoor advertising
are of much help. If illiterate folk is to be approached, radio, television and
cinema advertising are preferred.
3. The type of distribution strategy:
The advertising coverage and the distribution system that the company has
developed have direct correlation. Thus, there is no point in advertising a
product if it is not available in these outlets where he normally buys.
Similarly, the advertiser need not use national media if not supported by
nationwide distribution network.
4. The advertising objectives:
Though the major objective of every company is to influence the consumer
behaviour favourably, the specific objectives may be to have local or regional
or national coverage to popularize a product or a service or the company to
create primary or secondary demand to achieve immediate or delayed action
to maintain the secrets of the house.
If it wants immediate action, direct or specialty advertising fitting most. If
national coverage is needed, use television and news-paper with nationwide
coverage.
5. The type of selling message:
It is more of the advertising requirements that decide the appropriate choice.
The advertisers may be interested in appealing the prospects by colour

advertisements. In that case, magazine, film, television, billboards, bulletin
boards serve the purpose.
If the timeliness is the greater concern, one should go in for news-paper,
radio, posters. If demonstration is needed there is nothing like television and
screen media. If new product is to be introduced, promotional advertising is
most welcome.
6. The budget available:
A manufacturer may have a very colourful and bold plan of advertising. He
may be dreaming of advertising on a national television net-work and films.
If budget does not allow, then he is to be happy with a low budget media like
his news-paper and outdoor advertising.
Instead of colour print in magazine, he may be forced to go in for black and
white. Thus, it is the resource constraints that decide the choice.
7. Competitive advertising:
A shrewd advertiser is one who studies carefully the moves of his competitor
or competitors as to the media selected and the pattern of expenditure
portrayed. Meticulous evaluation of media strategy and advertising budget
paves way for better choice.
It is because, whenever a rival spends heavily on a particular medium or
media and has been successful, it is the outcome of his experience and
tactics. However, blind copying should be misleading and disastrous.
8. Media availability:
The problem of media availability is of much relevance because; all the
required media may not be available at the opportune time. This is
particularly true in case of media like radio and television; so is the case
with screen medium. Thus, non-availability of a medium or a media poses a
new challenge to the media planners and the people advertising industry. It
is basically an external limit than the internal constraint.
9. Characteristics of media:
Media characteristics differ widely and these differences have deep bearing
on the choice of media vehicle.
These characteristics are:
Coverage,
Reach,
Cost,
Consumer confidence and Frequency.

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ADVERTISING & MEDIA PLANNING

Introduction & meaning of Advertising;

Q1) Explain Nature & Scope & Functions of Advertising

Defines Target Market

Sets Advertisement Budget

Tells Promotional Message

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Introduces New Products

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Q2) Social and Economical Aspects of Advertising

Economic role of Advertising:

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Social role of Advertising:

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Advertising helps in spreading information about the advertising firm,

Benefits to Manufacturers and Traders:

It pays to advertise. Advertising has become indispensable for the

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Promotion is the key to run any business and Advertisement is the

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Gone are the times when advertising is done only through

Advertising as a Tool of Marketing

Nowadays, consumers have become relatively more aware than before

Promotional items of marketing are divided into 2 major forms-

Although nowadays the focus of consumers, as well as the seller, has

In this way, consumers and marketers use advertising as a tool for

No matter if you are a startup or have a brand monopoly in the

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Various objections against advertising are:

(iv) Advertising increases the cost of goods.

(v) The monopoly argument – Advertising usually lays emphasis on

Advertising consists of all the activities involved in presenting to an

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The first Advertising Agency was William Taylor in 1786 followed by

Q1) Role of Advertising Agencies ?

1. Creating an advertise on the basis of information gathered about

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There are 5 types of Advertising Agencies . They are :

1. Full service Agencies

4. Media Buying Agencies

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An advertising strategy is an action plan designed to increase sales

An advertising strategy is part of a brand's marketing plan, so it must be

Types of Advertising Strategies:

There are many possible advertising strategies, as each brand's

This advertising strategy seeks to directly influence consumers

Although it has similar characteristics to content marketing, it is not

Within content advertising, we can distinguish the following different

 Informative advertising: this focuses on showing the brand and

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Q4) Examples of Advertising Strategies

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SEM is one of the most popular advertising strategies in the digital

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This advertising strategy can be very useful to generate a critical mass of

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There are different positioning errors-

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