ADVERTISING CAMPAIGN

PLANNING
ADVERTISING CAMPAIGN:
Advertising campaigns are the groups of advertising messages which
are similar in nature. They share same messages and themes placed in
different types of medias at some fixed times. The time frames of
advertising campaigns are fixed and specifically defined.
The very prime thing before making an ad campaign is to know-
Why you are advertising and what are you advertising ?
The objective of an advertising campaign is to
-Inform people about your product
-Convince them to buy the product
-Make your product available to the customers
CAMPAIGN PLANNING
•Includes - Deciding in advance what is to be done
•How the resources are to be used effectively between the various paid media
•How to reconcile business objectives and opportunities
CAMPAIGN PLANNING PROCEDURE
• Collection of Data
•Analyzing the market opportunities
•Determining objectives
•Evaluation of Results
Parameters of AD Campaign:

1. Socio economic demographic profile of the consumers.

2.Total advertising appropriation.
3. Media availability – space or time on the media.
4.Product profile or service profile and client profile.
5.Campaign period – short term and long term.
6. Timing of the campaign – day or night or once , twice, thrice a day.
7.Marketing and advertising objectives.
8.Competitors activities.
9.Distribution set up.
10.Evaluate or review of the past advertisement.
11.Creative requirement of the consumers-Attitude and Market behavior
12.Distribution set-up.
STEPS INVOLVED IN ADVERTISING CAMPAIGN PLANNING PROCESS

1.Conducting appropriate research or appraisal advertising opportunity.

2.Analysing the market.
3.Determining the advertising objectives.
4.Establishing the budget and necessary control system.
5.Developing or selecting a media plan.
6.Designing the advertisement or creating advertising messages or copy
writing.
7.Coordinating advertising with other promotional methods.
8.Pre-test the advertisement campaign.
9.Evaluating advertising results – post-testing.
1 .Conducting appropriate research or appraisal advertising opportunity:

This is the first step in planning a campaign. Before planning an ad

campaign the advertiser must determine whether he has a role to play in a
particular market situation.
Neil Borden postulated five conditions to govern the advertising
opportunity.
The five conditions are:
1.Presence of a favorable primary demand.
2.Good chance for product differentiation.
3. Presence of hidden qualities.
4.Powerful emotional buying motive.
5.Adequacy of funds.
2.Analysing the market:

The second step involves analyzing the market.

Analyzing the market answers 2 very important question :

(i)where are we now ?
(ii)why are we there?

Marketing objectives can be set that can answer the questions :

‘where do we want to be?’,
‘whom do we want to reach?’ or
‘what response do we want?’.
3.Determining the advertising objectives:
The ultimate advertising objective is to increase the market share of the
firm’s brand.

The objectives of new advertising campaign should contain the

following:
i) The basic message to be delivered
ii) The audience.
iii) The intended effect.
iv) The specific criteria for measuring the success of the
campaign later.
4.Establishing the budget and necessary control system:

A management plans to allocate a certain amount to each

department called ‘budget’. Out of the total amount appropriated
for advertising different products, geographic markets, different
media, and different time periods must be specified clearly.
Advertising Budget is a plan for financing certain advertising
operations within a specified period of time, a year. It should be
constantly reviewed in terms of changing the marketing situations.
5.Developing or selecting a media plan:

Advertising strategy is meant to be creative, that is the purpose of finding the

most effective way of achieving an end.
Strategy is applied in 2 major areas of advertising:
* Selecting Media.
* Creating Advertisements.
A large portion of the budget appropriation is spent on the media as
recommended by the advertising agency. The cost of time and space in media
observe a major portion of money. Decisions on the type of media to be used,
time, frequency are the important services rendered by the ad agency.
6.Designing the advertisement or creating advertising messages or copy writing:

Advertising messages form the backbone of advertising planning. Every

advertiser has to pay the same amount for similar time or space in advertising
media.
An effective message must contain the following:
i) What business goal we seek to accomplish
ii) What kind of people do we now sell to?
iii) How do the target audience think, feel about our product, our company
and our competitor?
iv) What do we want them to think, feel and do?
v) What thoughts do we convey to out customers?
7.Co-ordinating advertising with other promotional methods:

Advertising to be effective it requires the active support from

the channel of distribution and other non advertising
components of the marketing organisation. The advertiser
should try to integrate such elements as production, delivery
and inventory to make his advertising programme successful.
Personal selling by both and intermediaries is an essential
ingredient to total marketing success.
“ Merchandising the Advertising” – cooperation from
distributors , dealers and sales personnel.
8.Pre-test the advertisement campaign:
Testing is of two types :
Pre- testing
Post - testing
Pre-testing is a technique to know the reactions to the
advertising by representative sample to the target
market before the advertisers spends a sizeable amount
of campaign. The results are then used to correct the
format of the advertising message.
9.Evaluating advertising results – post-testing:

Post testing is done only after the full commitment

to a creative approach and a schedule of media has
been made. The main objectives of post-testing are
to learn the weakness and successes of the existing
campaign and use such knowledge in planning the
future campaigns to be more effective.
RESPONSIBILITY FOR EXECUTION
Planning is carried by
• Advertiser
• Advertising agent
Execution of the Plan is performed by
• Advertising Agency

Advertiser reviews and controls the plan

ADVERTISEMENT BUDGET
ADVERTISING AS A CURRENT OR CAPITAL INVESTMENT
Advertising - costs money. An advertiser spends lakhs/crores annually on
advertising, for convincing the customer to buy the product of their company.

Advertising as a Current Cost / Revenue Expenditure

Advertising costs are a category in financial accounting that covers expenses
associated with promoting an industry, entity, brand, product or service. They cover
ads in print media and online venues, broadcast time, radio time and direct mail
advertising. Every advertisement performs a variety of purposes;
i)It helps to generate immediate sales;
ii)It generates future sales;
iii)Creates and enhances the image of the product or brand;
iv)Builds goodwill.
As it generates immediate sales people consider it as an Operating Expense.
Advertising Budget
● A BUDGET is prepared to have an effective utilization of funds and for
the attainment of objectives as efficiently as possible.

● Detailed plan of operations for specific future period

● The advertising budget or appropriation is the total amount of money

which a marketer allocates for advertising for a specific time period. The
major part of advertising budget is provided for buying space and time in
media.
Advertising as an Investment
Advertising as an Investment. Every business sees advertising as an
expense, a necessary but sometimes unaffordable expense, in the business
operations.
Advertising is something that people always plan to do, but either reduce the
budget for it, or neglect it, especially when business times are tough. The
advertising expenditure is viewed as an investment in other capital assets by
two reasons:
i)It generates higher sales in future by creating future customers.
ii)It yields higher return on investment by creating the image of the product.
 Preparation and Execution of Advertising Budget

Preparation Presentation Execution Control of

Budget
Preparation:
The advertising budget is planned and prepared by the advertising manager in an
organisation with the help of marketing researcher. The advertising cost is allocated
among the various media and different advertising functions. The rules may be
profitably observed with determination of the appropriation:–
i)Advertising expenditure should be budgeted realistically.
ii) The selection of media should be done with care.
iii)The fund allocated should be sufficient for the purpose.

Presentation:
The advertisement budget developed by the head of the advertising department is
subjected to the approval of the CEO of the company along with the approval of
finance committee. The final budget is prepared in conjunction with the sales
forecast. Advertising is taken up to boost sales , the budget must be compatible with
sales goals.
Execution:
After getting the approval for the budget, the next stage is execution. In this stage the
advertising manager should monitor the advertisement expenses to make certain that
the money is spent in an economical manner. Periodical checks have to be done by
him.

Control of Budget:
The advertising budget should not be less than the advertising expenditure. The
expenditure is compared with the provision in the advertising plan.
The planned expenditure and the actual expenditure should match as far as possible.
The budgeted expenditure on advertising should be used only for advertising
purposes and not for other purposes. Since sales promotions include several functions
other than the advertising function the advertising budget should be used only for the
advertising purposes and not for other sales promotion strategies that is on personal
selling, packaging, public relation, merchandising extra there should be a separate
budget for each sales promotion strategy.
 METHODS OF DETERMINING ADVERTISING BUDGET APPROPRIATION

1.The fixed guideline approach:

There are 3 types under this approach which are given below
-Percentage of sales method:
Widely used method. Relatively simple method. In this method the amount of
appropriation is taken as a certain percentage of past sales or of the estimates of
future sales. One advantage is that expenditure is directly related to funds
available. Encourages management to think in terms of promotion cost, selling
price, profit per unit & competitive stability.
-Unit of sales method:
In this method a specific amount is allotted to advertising budget for each unit
produced instead of applying a stated percentage
of the sales figure to the advertising budget.
2.The objective and task method: (Immediate Sales )
This approach is goal oriented. In this method the cost of achieving sales objective
is taken into consideration in preparing sales budget.
3. Return on investment approach:
This approach recognizes that advertising increases immediate sales and at the same
time contributes to the goodwill of business by increasing future earning power.
4.Subjective budgeting
There are different methods in this budgeting.

Arbitrary method: The budget are arbitrarily set without any analysis of the task of
advertising, refunds available or any other consideration.

Affordable method: This method is to determine the exact advertising appropriation with a
rational approach and to find out what the company can afford in a given business situation.
5.Marginal approach:

The cost-and-benefit analysis offer the basis for budgeting and the cost of
advertising. The marginal contribution of each unit of each media is a
guiding factor in estimating the cost per unit. The cost of advertising
should be at least equal to its benefits. Benefits determined on the basis of
sales.

6. Mathematical models.
These models are developed for advertising appropriations to attain
- The objectives
- The task of advertising
- To measure the level of success that has been achieved by the
advertiser.
 FACTORS INFLUENCING ADVERTISING BUDGET APPROPRIATION

● Advertising and profit maximization.

● Advertising and market opportunities.

● Nature of demand.

● Amount of advertising expenditure.

● Distribution of the band

ADVERTISING MEDIA
ADVERTISING MEDIA
Media – plural form of the word “ Medium”
– Channel for passing advertising info to the consumers
– Means of Mass Communication
– Advertised message travels from the producer to the consumer through carriers which
provide a link between the advertiser and the target audience
– Each link medium is made up of several sub-carriers called VEHICLES.
– Thus many VEHICLES which carry messages make a MEDIUM
Advertising media are the devices by which and through which the advertising
messages are transmitted by the advertisers to the prospective and existing
customers. The message regarding the product or service is passed on to the
consumers or persons concerned through the media.
Direct Advertising:
This type of advertising is where the message is directly communicated to a
specific person . The advertiser persuades the consumer to buy his or her product
by writing letters/mails.

Indirect Advertising:
This type of advertising is meant to address large number people and is not meant
for any specific person . It can be heard and seen by anybody. This advertising
may be done by the advertiser himself or through advertising agencies.
 INDOOR & OUTDOOR ADVERTISING

INDOOR - One sits indoor and reads newspapers , magazines, see tv’s
and see films.
Also called INDIRECT ADVERTISING which is not meant for specific
individual.
- PRESS ( Newspapers & Magazines)
- RADIO
- TV
- CINEMA
- VIDEOS
 INDOOR & OUTDOOR Advertising
OUTDOOR – They are displayed outdoors. The advertisements catches the eyes of the passersby immediately. Since they
are fixed at specific locations, people are able to see them again & again. They have a better impact.

- POSTER
- HOARDINGS
- WALL PAINTINGS
- BULLETINS
- PAINTED DISPLAYS
- TRAVELLING DISPLAYS ON VEHICLES
- NEON SIGNS – ELECTRIC SIGNS
- SKY-WRITING
- SANDWICHMEN
OUTDOOR ADVERTISEMENTS
 Advertising Media
Indoor Outdoor Direct Display
Press Poster Envelope enclosures and Displays
• Newspaper post cards • Window
• Magazine • Counter
Radio Painted display show Broad sides Showroom
cases
T.V. Travelling display Booklet and catalogues Exhibitions and Trade
• Cable T.V fairs
Cinema Neon signs- Electric signs Sales letter -
Video Sky writing Gift novelties -
- Sandwichmen Samples -
Planning And Operations Of Advertising Media:

Selection of Media – very crucial factor to success of advertisement

Other factors – Message (Content) , Timing, Place, Target group.
4 ASPECTS THAT DETERMINES THE EFFECTIVE MEDIA
FOR INFORMING THE PUBLIC ARE :
- MEDIA PLANNING
- MEDIA SELECTION
- MEDIA STRATEGY
- MEDIA RESEARCH
 MEDIA PLANNING
Includes all decisions regarding the
- Media Selection
- Time
- Place Of Advertising
- Frequency Of The Advertisement (Schedule )
- Strategy
Media selection:
refers to the selection of “Media Mix”

Media selection is the process of choosing the most efficient medium

or a combination of medium for an advertising campaign. To evaluate
media efficiency, planners consider a range of factors including:
1. The required coverage
2. Number of exposures in a target audience
3. The relative cost of the media advertising
4. The media environment.
5. Buying media space.
Media strategy:
Media strategy – is a part of Marketing strategy.

A media strategy is a plan of action that helps businesses reach their

target audience, and by reaching their target audience, they improve
their overall conversion rate (converting potential buyers into
consumers)

The Media Strategy process has three “W”s to be decided. They are
1.Where to advertise ?
2.When to advertise ?
3.What media type to use ?
Media Research :

It is the study of the effects of the different mass media on

social, psychological and physical aspects. Research survey that
segments the people based on what television programs they
watch, radio they listen and magazines they read.
It involves gathering of data about various advertising media ,
conducting survey regarding consumers on their media
preferences carrying out primary and secondary research on the
effectiveness of each medium for selling different types of
products.
 Media Planning
1. TARGET MARKET STUDY
Gathering useful info about target audience or market.
Data – interest, attitude, socio-economic status, age group,
gender, profession, religious belief, cultural backgroung.
Data classified on
- Demographic data
- Psychographic data ( lifestyle ,culture & belief)
- Consumer Profile (taste & preferences – association to
specific brands
- Media Profile (Media habits and preferences)
 Media Planning
2. DECIDING THE ADVERTISING MESSAGE
- decision depends on Nature of the message ( copy and visual) based
on target audiences
- consumer profile
- media profile.
- Suit their social and cultural background
3. MATCHING MEDIA AND TARGET GROUP
Media planners should find an appropriate match with
- budget
- product prestige
- clients reputation
- competitors brand etc..
 Media Planning
4. MEDIA SELECTION
Deciding the media vehicle, the reach, the frequency, size of the
advertising campaign.
5. THE MEDIA SCHEDULE
- The no advertisements to appear in each vehicle, sizes , dates .
- No fixed method is available.
- Flighting Method – advts are bunches with a purpose of creating
a big impact.
- Blitz schedule – big size and expensive advertisement are issued
simultaneously in various vehicles to launch a new product.
MEDIA FACTORS:
– Clutter
– Attentiveness
– Number of media used

FACTORS GOVERNING THE CHOICE OF

MEDIA:
1. Availability of funds:
Selection of a suitable medium depends on the amount
earmarked for advertising.
Eg: newspaper, television advertising are very
expensive.
2. Nature of Product:
It influences the type of media to be chosen.
Advertising through newspapers, radio and T.V is ideal for fast
moving consumer goods. Direct mail, trade journals will be very
useful for industrial products.
3. Geographical coverage:
On the basis of geographical coverage it can be
classified into 3 types
– National
– Regional
– Local
4.Demographic factors:
The number of people, sex ratio, literacy
level, income etc., contribute to the selection of media.
Eg: if the literacy level is more, one can go
for newspaper advertising. On the other hand, if illiterate
population is more, one has to choose radio or television
or both.
 Indoor Media

Indoor Media:
- Indoor advertising means the use of vehicles by the advertisers
in enclosed spaces such as supermarkets, cafes, restrooms, bus
stations, sports clubs, schools , houses and others.
- It creates an atmosphere in which visitors can easily identify
your products and brands.
 INDOOR MEDIA

NEWSPAPER CINEMA

RADIO
TELEVISION
MAGAZINE
NEWSPAPER ADVERTISING:
It gives views, news, ideas, interpretation, opinions,
explanations covering social, economic, political, educational,
cultural and legal aspects. It is considered as the backbone of
advertising program and is the most powerful message carrier.
Classification of Newspaper:
Newspapers are classified on the basis of:
- Coverage
- Frequency
- Language
Merits of Newspaper Media:
1. Wide coverage:
- It covers local, regional and national markets.
- It reaches people of all age groups and all income level both in cities and
rural areas.
2.Quick response:
- They are carriers of current news.
- These advertisements have a sense of urgency.
- Response to the advertisement is immediate
3. Economical:
- In terms of coverage of circulation it has , is one of the lowest cost per reader.
4. Regular and Frequent
- It reminds of the products and services regularly
5.Flexibility
- Content can be changed or inserted easily.
Demerits of Newspaper Advertising:
1.It has shortest life:
- Effective life of a newspaper is about 15-20 minutes.
- To create a long lasting impression advertiser has to incur
additional cost.
2.It lacks quality reproduction :
- Paper quality is bad when compared to magazines.
3.Limited readership:
- Confined only to the educated people and this could pose a
problem in rural India.
4.Element of Uncertainty:
- People may rush through the newspaper and may miss out
advertisements.
MAGAZINE ADVERTISING:
It is one of the oldest media used by the advertisers. It is
periodically published weekly, fortnightly, monthly, quarterly
and annually. They cover wide variety of topics providing
leisure reading.
 CLASSIFICATION OF MAGAZINE

SPECIAL
EG: Film fare
Star n style GENERAL
Star-dust EG: articles on politics,
Femina sports, film, business etc.
Business India
MERITS OF MAGAZINE MEDIA:
1. It has longer life: It has a longer life when compared to newspaper.
The advertisements here create a long lasting impression and people
take a more time to read a magazine than a newspaper.
2. Better Quality: It has high quality paper and superior printing
technology. The advertising message is covered with detailed
information, illustration, and color combinations.
3. Affluent Readers: People who buy Magazine belong to middle class
and affluent families. The advertiser can feel happy that his audience
has purchasing power and can be assured of a good return.
DEMERITS OF MAGAZINE MEDIA:
1.Price: Magazines are costlier as compared with the price of
newspaper. Therefore many may not buy them.
2. Restricted frequency: Magazines are published weekly ,
fortnightly and monthly ; therefore the advertiser cannot
communicate with the consumers frequently as he can do in
newspaper, radio and T.V.
3.Limited Readership: while the habit of educated people is to
read newspaper it may not be the same for magazine. Hence the
readership in magazine is rather limited.
RADIO ADVERTISING:
1.Radio advertising has been very popular because of its massive
reach and lower cost.
2.Through radio advertising message could reach the remotest
places.
3.At lower cost high frequency could be maintained.

4.It can be aptly called word of mouth advertising.

 Types of Radio Advertisement

Straight Dramatized Musical

commercial commercial commercial

Dialogue Integrated
commercial commercial
MERITS OF RADIO ADVERTISING:
1. Of the various media of advertising, radio has the widest
coverage. It can reach any household.
2. Radio advertisement can reach even illiterate people.
3. The advertisement appears in the midst of an interesting
programme. Therefore, those who listen to the programme also
listen to the advertisement.
4. As the advertisement matter can be presented as a song or as a
short story or in some other interesting form, it enhances the
memory value.
5. The advertisement can be broadcast at the regional, national or
DEMERITS OF RADIO ADVERTISING:
1. Television has now taken the place of radio. Radio has
become a less sought after medium.
2. Products requiring technical knowledge cannot be advertised
successfully through radio.
3. The advertisement has to be brief. Therefore, all the relevant
information cannot be given.
4. As visual effects are totally absent, the advertiser cannot
expect the desired impact.
5. Often too many advertisements are broadcast at a time.
Therefore, it is doubtful whether each one can leave a lasting
TELEVISION MEDIA:

- It is the latest medium of mass communication.

- It is an audio visual device and it combines sounds , motions
and sights.
- Television enjoys high reach and better impact on prospects.
 Types of Television Media

Sponsored Announcements
programmes It is a kind of telecast
It is a type of telecast which is presented to
where a story , play , a the audience between
film is sponsored by the sponsored
the advertiser who programme and the
pays for the time. station break.
MERITS OF TELEVISION ADVERTISING:
1. Ability to create deep impact: TV is a perfect blend of
sound, sight, motion and color. It attracts the viewers attention.
This presents the products in their true original form. It nearly
replaces personal selling.
2. It is selective and flexible: it is highly flexible and a selective
medium. It can be used locally, regionally, and nationally.
3. It is a mass communication media: viewing TV is popular in
rural India. It is a mass medium as the entire family is exposed to
it. It is considered as a platform for gaining popularity for a
product.
DEMERITS OF TELEVISION ADVERTISING:
1.It suffers a short life: the message on Tv has a short life. For a
second it is heard and viewed and the next moment it is gone. If the
prospect misses the commercial, the advertiser loses his opportunity.
2. It is very expensive: it involves a high cost. The rates of this
advertisement is higher than that of newspaper, magazines etc.
Advertisements, thus produced are brief and to the point leading to
inadequate information.
3. Too many commercials: it suffers from over crowding of too many
commercials in a very short span of time. The advertiser feels that he
has spent so much on without creating a impact and the viewers feel it
difficult to remember all the advertisement.
CINEMA MEDIA:
- Cinema media reaches a huge target audience each
month, and its advertising recalls are four times higher
than ads placed on television.
- Cinema advertising reaches targeted consumers with
innovative messages that engage moviegoers in a highly
effective manner.
MERITS OF CINEMA MEDIA:

- It facilities direct & personal appeal.

- It is economical.
- It acts as a good supplement to other advertising media.
- Its impact is more lasting.
- By using local language film publicity becomes agreeable
DEMERITS OF CINEMA MEDIA:

- Limited coverage.
- Importance of advertising is being reduced.
- Impact of film advertisement is limited.
- It has very short life.
- It is treated as nuisance by film audience.
 Outdoor Media

Outdoor Media:
- It passes the message to those people who are moving
audience.
- The top users of outdoor media are soft drink companies.
Eg: Poster display
Electrical display
Bill board display
 Outdoor Advertising Media

Displays Direct Display

1.Poster 1.Envelope enclosures 1. Displays

2.Painted display and post cards - Window
3.Electronic neon 2. Broad sides - Counter
sign 3.Booklet and catalogue 2. Showroom
4.Travelling display 4.Sales letter 3. Exhibitions and
5.Aerial advertising 5.Gift novelties trade fairs
6.Sandwichmen 6.Samples
Outdoor:
Posters:
A poster is a sheet of paper pasted on a wooden or card or metal
board featuring the advertisement message. Poster is the single
largest form of outdoor media vehicle accounting for 75% of this
medium. The most commonly accepted size will be of 12 feet
and 3 inches by 24 feet 6 inches.
Poster advertising depends on two factors, namely
-Poster designing
-Selection of site
Painted Display:
Painted displays are the painted bulletins and wall paintings. A
painted bulletin is nothing but a metal sheet of a rectangular
shape of standard size, erected at heights to command visibility
from a distance. These structures have a pre-fabricated steel
facings with standardized border trim. The most common size of
a bulletin board is 14 feet by 48 feet, though the actual size
varies depending on the availability of space.
Electric Neon Signs :
Electric neon signs are more popularly known as spectaculars.
Spectaculars are non-standardized large and permanent signs that
make use of elaborate lighting.
Spectaculars are the most conspicuous vehicles of the outdoor
media designed and placed to attract the attention of largest
number of passers by, particularly during night time. These
electric signs are computerized lighting systems that are eye
catching and effective.
Traveling Display Advertising
(Transit Advertising)
Transit Advertising or traveling displays refer to the transportation
advertising. It stands for all types of advertising signs or displays used in
trains, trams, buses, cars, autos, and such other vehicles and the terminal
station displays from which these vehicles operate.
This medium is seen by the traveling public who have the time while
waiting at terminals or stations or while traveling on public transport.
Aerial Advertising:

Aerial Advertising is a medium which exploits elements of drama and

surprise, involving curiosity. The following form part of Aerial
advertising: Sky-writing
Advertising industry has not spared even the sky from its sway. Air
advertising has caught the fancy of advertisers and audience too.
Sky-writing is a kind of publicity where message is spread in the sky in
one form or the other.
Sandwichmen Advertising:

Sandwich men advertising has been the oldest and funniest medium of
outdoor advertising. Sandwich men are the men hired by the advertisers to
spread their message in busy streets. They are called sandwich men
because they are sandwiched between the posters both in front and back.
This kind of advertising is also known as tall man advertising.
Merits of Outdoor Advertising:
1. It has wider and deeper appeal : The effectiveness of outdoor
advertising lies in its reminder value. It maintains a continued appeal for
a longer period of time open to all the classes of the society without any
expenditure on their part.
2. It is economical : The outdoor advertising media make the sales
message durable for months and even years. This duration gives the
advertiser the advantage of multiple exposure and repetition. It has
readership, repeat exposure and reach
3. It is accommodative: Outdoor advertising has a variety of media
vehicles to carry the message. Buying space is not really a difficult
issue because, there is continuous growth of cities, highways, increase
in vehicles, traffic, etc.
Demerits of Outdoor Advertising:
1. It is more a reminder publicity: Outdoor advertising does the best reminder publicity.
It reminds the viewers the value of the goods and services so advertised. The message to be
conveyed cannot be lengthy because of moving public.
2. It is blamed for uglification: Outdoor advertising suffers from public opposition for its
strong capacity to ugly a city. It is generally argued that roadside signs destroy natural
surroundings and beauty of the country side. Countless signs, bill-boards, painted bulletins
in and around town do not add beauty to the area of a city or town.
3. It involves heavy investment: The outdoor media such as sky writing, balloons, kites,
are quite expensive in terms of investment though, they are novel.
4. Its impact cannot be measured: Though advertisers have been widely using outdoor
media, it is impossible to measure the results of this type of advertising. In case of other
media like press, telecast, one can speak of readership, and viewership in exact terms that
help in assessing the impact of advertising on the audience.
Direct Mail Advertising Media:

Postcards:
Postcards are one of the clearest and most effective messaging
tools you can use for a variety of products and services. Aside from
being economical, postcards are proven to effectively generate leads.
Coming in different sizes, oversized examples create a stronger visual
impact. However, the bigger the size, the pricier they are to mail.
Broadsides:
-These are giant sized folders.
-These are designed to impress customers by their size,
attractive colours, and illustrations.
-The striking feature are its jumbo size and illustrative displays.
-These are called “ speculators in print”.
Booklets:
It is a very small size book which contains not more
than 8-10 pages. It is usually mailed in an envelope. It
contains useful information guiding the buyers about
the features of the product.
Brochures:
A brochure is a common marketing tool used to advertise a service or product
offering. It takes the form of a pamphlet or flyer that is used to distribute
information about something.
Brochures allow businesses to introduce new products and services to existing
customers or increase their reach by advertising to new prospects. They can be
handed out in person, mailed, or left at specific businesses that are willing to
help you reach their customers.

Catalogues:
These are similar to booklet in physical make-up, but it is larger and provides
wide range of products of the business. These are illustrative price list
containing the price and features of products.
-Sales letter are sent to induce the potential customers to buy a
particular product.
-Their main objective is to arouse interest & create desire about
the product.
Gift novelties:
This is also known as Specialty advertising.
It includes gifts and items containing promotional
messages such as names, trademarks, slogans, or
statements of the producer.
There are various gift novelties items that are
commonly offered. They are - pencil, memo books,
Package Inserts:
These are small leaflets to encourage repeated purchases of the
allied products.
-It is very effective means of carrying message about the
product.
-Thus it acts as a medium of advertising.
 Display media Advertising

Point of purchase display media:

A point-of-purchase or POP display is marketing material or
advertising placed next to the merchandise it is promoting.
These items are generally located in the checkout area or other
location where the purchase decision is made.
 Forms of Display

Interior Display Exterior Display

Interior display:

While window display is arranged outside, interior display is done

inside the shop. Products placed in interior display are often kept within
the easy reach of the buyers. Goods should be neatly arranged and tidily
displayed inside the shop.
Exterior display:

-Exterior display refers to the display of products made on the outer out
of a shop.
-It aims at attracting the attention of passers by, as well as prospects and
induce them to enter the shop.
Window Display:

Window display induces persons to enter into the shop. It arouses the
interest of passers-by and kindles a desire to buy the product on display.
Window display advertising relates to systematic arrangement of
articles in such away that they attract the attention of those who pass-by.
Articles in cartons, distinctive jar, bottles and packages are displayed by the
window.
Showrooms:

It provides an opportunity to the consumers to inspect the

products, which they desire to purchase. Different kinds of products are
kept available in the showroom. Salesmen help
the prospective consumers with necessary information about the goods. A
well-designed show room creates an interest in the minds of the customers.
Exhibitions:

-Exhibitions are trade shows

conducted by manufacturers
to exhibit their products.
-Exhibitions are gaining popularity in recent times.
-Various producers reserve stalls in trade shows and compete with
each other in Promoting sales.
- They are held at local, national and international level.
Trade Fairs:

A trade fair (trade show, trade exhibition, or expo) is an exhibition

organized so that companies in a specific industry can showcase and
demonstrate their latest products and services, meet with industry
partners and customers, study activities of rivals, and examine
recent market trends and opportunities.
Ad copywriting
 MEANING OF AD COPY
•The success of any advertisement mainly depends on its preparation and
presentation.

•It involves the task

• writing the copy
• selecting illustrations
• coining of slogans used in preparing the layout
• getting the message published in the media.

•Copy is a very wide term which refers to the reading matter that forms the text of the
advertisement, it incudes words, sentences, paragraphs, subheads, headlines and
figures that are found in an advertisement.

•It also includes all other printed elements such as picture captions, slogans, brand
names, trade marks, prices, advertiser’s name or signature.

•COPY IS THE CORE OF ADVERTISEMENT

Purpose of the Copy
The main purpose of an advertisement copy is
- to attract the attention of the customers
- to stimulate interest
- to create an impact on the customer’s mind
- to induce the reader
- to suggest and encourage them to buy the product

A well known formula that maybe remembered for this is “A.I.D.A”

- Attention
- Interest
- Desire
- Action.
Characteristics of Ad Copy

Essential qualities to make the advertisement successful and effective

are :
• It must make people see it
• It must make people read it
• It must make people understand it
• It must impress the people
• It must make people want the product
 CLASSIFICATION OF AD COPY

ON THE BASIS OF
5. OTHERS

3. APPEAL
1. FUNCTIONS

2. PURPOSE 4. MESSAGE
ON THE BASIS OF FUNCTIONS

• Educational Copy: aims at educating the public about the uses of the
product or services.
• Missionary Copy: aims at creating product or service propaganda.
• Introductory Copy: introduces product or service to the customer by
furnishing details about it.
• Pioneering Copy: aims at undertaking a campaign for educating the
public.
• Competitive Copy: aims at putting forth special features to meet the
challenge of the competitors.
• Institutional Copy: aims at developing and maintaining the goodwill
so that the potential buyers believe in the product/service.
ON THE BASIS OF PURPOSE
• Goodwill Copy: aims at selling some idea about the company to the
public i.e, quality of the product.
• Selling Copy: used by manufacturer who sells through retailer to
make an immediate sale of goods which he may have in excess stock.

ON THE BASIS OF APPEAL

• Reason why copy aims at answering the queries raised about
particular product as to why ,how or when it should be purchased
• Human interest copy aims at appealing to our senses – touch, taste,
love, affection, sight, smell, pleasure and comfort etc.
ON THE BASIS OF MESSAGE
• Suggestive Copy: may directly or indirectly convey the message.
• Expository Copy: it explains the construction, operation, uses and
aspects of superiority of the advertised article.
• Descriptive Copy: aims at creating words that may attract people
• Argumentative Copy: supports the advertised product by facts.
OTHERS
• Narrative copy : appeals to the readers with a story that revolves
around the product and its uses
• Colloquial copy : uses informal language ; language used are ‘I’ and
‘you’
• Questioning copy : it puts a series of questions which are to be
answered by the readers
• Personality copy : tries to capitalize on the opinion of personality
• Wordless advertisements : non-verbal communication
ELEMENTS OF AD COPY:
1. Headlines
2. The subheadings
3. The body copy
4. Captions
5. The blurb or balloon
6. Boxes and panels
7. Slogan
8. Logo
9. Signature
1. HEADLINES :
It is the name given to the display line which appears at the top of the
advertisement.
1. It is the most important element
2. Its primary function is to catch the eye of the reader.
3. The headline of an advertisement will normally represent the selling idea.
4. Headlines need not always contain special messages, even a company or a
brand name could be used as an headline.

PURPOSE OF HEADLINES :
• To make contact with the buyers
• To induce buyers
• To deliver short but complete selling message
• To make an attempt to arouse curiosity
FEATURES OF HEADLINES
• It should be as short
• It should be simple
• It should express the heart of the message
• It should be colourful and lively

TYPES OF HEADLINES:
• Label headline states the product – Eg: ‘Nescafe‘ the coffee that tastes
so good.
• Message headline gives information - Eg: Young complexion love
‘Pears’…the pure, glycerine soap with tender touch.
• Provocative headline increases the curiosity of the people – Eg: Would
not you wish for a happy old age ? Take to Life Insurance
• Direct Command headline asks the reader to buy a particular product – Eg:
Buy ‘Parker’ for success.
• Selective headline is to reach a particular class of people – Eg: ‘Godrej’
shaving cream-the only bright spot in a man’s morning.
• Suggestive headline suggests ideas – Eg: Wash at home with ‘Surf’;
everything dazzling white, spotlessly clean.
• Identification headline gives brand name of the product with advertiser’s
name and slogan – Eg: Evening in Paris (Perfume).
• Boast headline gives the features of the product in exaggerated terms – Eg:
The best value in sleep at any price.
2. SUB HEADING :
- Are secondary headlines, sub-ordinate to the main headline.

- Are sometimes placed immediately under main headlines.

- They try to point out the additional selling point in brief

- The type size of sub-headline is usually smaller than the headline but larger than the
text.

- They contribute very much to the design and typography of the advertisement.

PURPOSE OF SUBHEADING

• Emphasise the selling point

• Absorb the interest of the glancers

• Make the ads more interesting, more readable, more legible

3. Text or Body Copy :

- reveals the entire story of all selling points about a product

- It is very often called the heart of the ad copy

- It make the readers react favourable

- It points out the advantage of purchasing the product, the price

of the product, the various uses of the product and so on

- The body copy educates, persuades, reminds and influences the

buyer’s behaviour and action.
FEATURES OF BODY COPY :
• The copy should be informative.
• It should be interesting.
• The copy should possess believability.
• A good copy must persuade people to buy.
• It should have features of memory value

4. CAPTIONS :
- less important than the main selling points of the advertisement
- usually set in type size that are smaller than the text
5. THE BLURB :

the blurb is also called a balloon. It is a display arrangement were the words appear to be
coming from the mouth of one of the characters illustrated in the advertisement. At times the
complete body copy can be composed of Blurbs, as in the case of comic strips.

6. BOXES AND PANELS:

boxes and panels are placed in special display positions to get greater attention. Boxes are lined
on all sides and panel is a solid rectangle placed either in white or reverse type or centred in the
white space. Boxes and panels are used in ads containing features such as coupons, special offers
and consumer contests.
7. SLOGANS :

slogan is a short, simple and catchy colourful word which is used to attract and hold attention of the
customer. It should be pleasing to the ear, easily pronounced and remembered.

8. LOGO :

A logo is a symbol or other small design adapted by an organization to identify its products and
services and to register their logo in the minds of prospective buyers.

9. SIGNATURE :

In some instances, a mark, seal, stamp, or symbol may also be considered a signature which may also be
the address of the sponsorer.
USEFULNESS OF COLOURS IN AD COPY :
COPY DESIGN, LAYOUT AND
PRODUCTION
 COPY DESIGN, LAYOUT AND PRODUCTION
Copy design:
The word ‘design’ means an arrangement of various parts in a pre
determined order. It represent any human activity concerned with organising
and arranging or displaying the elements in a manner that achieves some
specific purpose or purposes.

Copy layout:
Advertisement layout is a process concerned with the physical
arrangement of all the elements of advertising message for faster and better
sales presentation and communication . In other words, layout is the visual plan
for arranging the elements of an advertising message in printed form.
Characteristics of Layout :
▪ There should be structural soundness that is there should be a order or
sequence in which it is presented.
▪ It should invite all the prospects to the advertisement.
▪ A layout should be simple, direct, straight forward and should be easily
understood.

Functions of layout :
▪ It organises all the elements.
▪ It brings together the copywriter and the art director.
▪ It enables the advertiser to visualize his future advertisement.
▪ It acts as a guide to the copy specialist.
 Steps involved in preparation of layout

1.Thumbnail sketches
They are miniature sketches that are used by the art directors to
convey the basic layout style and treatment without spelling out
small details.
2.The rough
Rough layouts or visuals are prepared for almost all
advertisements. They are the same size as the finished
3.Comprehensive advertisements except for outdoor posters

It is prepared for a client when they are unable to judge the

4.Paste up / Mechanical effect of the finished advertisements by looking at the finished
layouts.

The paste up contains all elements of a layout. To determine the

size for paste up, the designer can refer to the rate cards of
various newspapers, periodicals etc.
 Television Commercials
There are two basic aspects to developing a tv commercial- the video, the
visual part one sees on the tv screen and the audio made up of spoken
words, music and other sounds. A tv commercial conveys a message, aimed
to market a product or service.

Steps for producing tv commercial

The 30 second commercial has only 28 seconds of audio. In these 28
seconds, the advertiser must be able to solve the prospect’s problems by
demonstrating the product’s superiority. The copy should be of a friendly
conversational type. A strong copy, sound and strong visuals are vital for an
effective commercial. The storyboard is a practical step between the raw
script and actual production. It gives the agency, client and production house
a common visual starting point for their discussion. Upon client’s approval
the storyboard goes into production.
 Radio Commercials
Radio commercials are advertisements done on air and they should be simple ,
clear, believable, creating an interest and be distinctive. The radio writer has the
opportunity to develop an entire commercial by himself or herself.
Steps for producing radio commercial
• An agency or advertiser appoints a producer.
• The producer prepares cost estimates and selects a recording studio.
• With the aid of casting director the producer casts the commercial.
• The producer selects a music director and chooses the music, if needed a
rehearsal is held.
• The studio tapes music and sound separately and then mixes them with voice.
• The producer ensure that the master tape is ready for distribution on tape or
cassettes and sends to All India Radio stations.
 COPY WRITING
• Is a specialised form of communicating ideas

• The purpose is to inform or persuade or remind

• Copy writing skills require command over the language, intelligence and creativity

STEPS INVOLVED IN COPYWRITING

Abstracting – Relevant data collection
Synthesising – Ideas are blended and combined
Hypothesizing – Ideas formulated into experimental patterns
Gestation- Objection and difficulties resolved
Coalescence- Decision taken to convert ideas into actions
Performance- Action in the form of actual writing.
MEASURING ADVERTISING
EFFECTIVENESS
 Pre Testing
It is very important to measure advertising effectiveness before an
advertisement is run than afterwards. Pre testing helps in making
necessary changes to save money before it is printed or displayed. The
tests in pre testing may be similar to post testing and vice versa.

Purpose of Pre testing :

● To spot the errors in the copy.
● To make the communication more effective.
● To design the Ad better.
● To reduce wastage in advertising.
● To ensure that money is spent prudently.
● To introduce new products
● When there are uncertainties or contradictions
● Substitute of an ongoing campaign with a new campaign
1. Concept Testing
It is the process of using service to evaluate consumer acceptance of
a new product idea prior to the introduction of product to the market. It
is important not to confuse concept testing with advertising testing,
brand testing and packaging testing. Concept testing focuses on the
basic product idea without the embellishments and puffery inherent in
advertising.

Types of concept testing:

a) Qualitative interviews : it is an informal interview conducted with
people of any age group, occupation and income levels . It may be
conducted in groups or individually.
b) Free Association tests : These tests are conducted by having
respondents mention the first thing they think of when a given name
is mentioned. Eg - if car is mentioned the first thing coming to a
person’s mind could be Audi, BMW, i10 etc.
c) Statement Comparison tests : are used while testing various
concepts on small groups. These tests can be classified as

RANK ORDER PAIRED

METHOD COMPARISON TEST
 i. Rank Order Method : the respondents rank the different concepts or
themes indicating their preference or desirability in relation to the
product.
ii. Paired Comparison Test : in this test, the preference of respondents for
either of two concepts is determined using a series of pairs of statements
associated with product properties and characteristics.

2. Theme Testing :
An advertising campaign is based on a subject, which may revolve around
various themes. No specific guidelines are available for classifying but in
general themes may be classified into utilitarian, focus, informative, non
specific, new product or idea, achievement oriented, descriptive and
projective ,etc...
3. Copy Testing :
The basic purpose of copy testing is to establish whether the message content and
presentation are likely to perform their intended task efficiently and knowing the kinds of
changes and improvements that may be helpful. It involves -
a) Consumer jury test : This test essentially involves the exposure of alternative
advertisements to a sample of jury; of prospects and the securing of their opinion and
reactions to the advertisements. The no of prospective customers on the jury may range
from a dozen to several dozens.

b) Direct mail test : It is also called post card test. In this test, different copy appeals are
condensed and printed on the post cards. Each card makes some sort of free offer. The
postcards are sent to a large and representative sample of consumer of a product
involved.
c) Portfolio test : a portfolio of different advertisement is prepared and is
given to selective group of individuals. The portfolio’s are then taken
back and respondents are asked to recall the advertisements. The
opinions of the respondents are taken and conclusions are drawn as to
the extent that a message stands out or is understood.
d) Psychological scoring : under this method, respondents are asked to
mark on a seven point bipolar scale, their ‘feelings’ towards a particular
advertisement. In this way, their reactions can be measured.
e) Mechanical or Laboratory test : these are designed to measure the
psychological reaction of respondents to an advertisement. These tests
are conducted in laboratory by using various mechanical and electronic
equipment. These are primarily designed to test the attention inducing
power of the advertisement and do not measure other attributes. The
principal measuring devices are -
 i. Eye camera or Oculometer : in this test, the respondent views an
advertisement while the camera records how long and what area of
the advertisement the reader’s attention is focused on. It is an
instrument of questionable usefulness, despite its objectives.
ii. Psychogalvanometer : ( GSR Test ) is similar to a lie detector,
used to measure respondent’s reaction and emotion. The
measurement of galvaino skin responses is an extremely
questionable technique. It is mainly useful for advertisements of
very sensitive nature.
iii. Perceptoscope or Pupilometer : it records changes in the pupil
size of the respondent’s eye. The principle involved is that pupil
expansion is indicative of interest and pupil contraction is indicative
of lack of interest. Though it had great potential, the instrument
does not directly measure advertising effectiveness.
iv. Tachistoscope : the advertisement are flashed on screen for a fraction
of second after which the respondent’s are asked their perception on the
advertisement. This test measure the perception of the message on part
of the receiver.
v. Electro Encephalographic Measures (EEG) : It registers the brain
waves of the respondent. EEG Measures can be taken from skull to
determine electrical frequencies in the brain. These electrical impulses
are used in two areas of research – alpha waves and hemispheric
laterilization.
 1. RECALL TEST
2. RECOGNITION TEST
3. ENQUIRY TEST
POST TESTING 4. TRIPLE ASSOCIATION TEST
5. SALES EFFECT TEST
6.SALES RESULT TEST
Post Testing
Post testing is a type of checking advertising effectiveness after the
advertisement is printed or displayed. It answers a wide range of
questions , more specified and generally inexpensive.

Reasons for post testing :

• To find out impact of advertising in terms of noted, seen and read.
• To check memorability of consumers.
• To achieve the objectives and its effectiveness.
• To assess effectiveness of media chosen.
• To improve future advertising efforts.
 1. Recall Test :
Recalling is bringing back the memory of a consumer about the advertisement
noted, seen and read. It involves the following steps:
i. The first step is showing cover page and asking if they have seen the
journal or magazine.
ii. If the answer is yes, then the consumers are asked to recall which
advertisements have they seen in that particular magazine.
iii. Then they are given cards of the brands in the magazine and are asked to
recollect further details about the brand.
2. Recognition Test :
evaluation of the advertising effectiveness of print media in which a random
sample of readers (of a particular issue of a publication) are asked if they
noticed or read a particular advertisement, also called a readership test. This
includes various steps that are given below:
• Giving them the magazine that they have already read or claim to have
already read is the first step.
• Asking them to go through all the pages of the magazine.
• Then they are asked about which advertisement have they observed, seen and
read ; and about which brand do they know the most.
• It happens in a controlled environment in front of some person assisting them.

3. Enquiry Test :
Enquiry test are designed to measure the effectiveness of advertising on the
basis of consumer and business market testing. Enquiry can be in a form of no of
phone call received, no of direct inquiries and no of coupons received.
4. Triple Association Test :
Three parameters are used to assess the advertisement’s effectiveness,
they are- brand name, company name and theme. When a customer
successfully identifies a product by its brand name, company name and
theme it is called as triple association test.
5. Sales Effect Test :
Sales effect test measures advertising impact on sales volume. These
tests are more relevant because success of advertising campaign
depends on how far advertising has influenced knowledge, attitudes
and preferences of the target customers.
6. Sales result Test :
In this type of evaluation, the additional sales generated by the
advertisements are recorded. It is difficult however to correlate an
increase in sales to advertising alone totally.