MODULE 1 - INTRODUCTION

Advertising is considered as a non-personal form of communication used in marketing to

promote goods and services in the target market. Advertising acts as important marketing
tool for presentation and promotion of ideas, goods and services. It is designed to make an
Impression on the targeted audience.

Meaning of Advertising
The meaning of advertising is described below;
1. It is a mass communication reaching a large group of consumers,
2. It is non-personal communication, because it 1s not delivered by
an actual person, nor addressed to a specific person.

Advertising and Advertisement

Advertising is the process of preparing the message and communicating it to the
targetedaudience.it is the act of promotion of something usually a product or service through
different media .Simply, it is the act of making advertisements. Advertisement is the act or
result of advertising. Advertisement is considered as the outcome or result of the process
of advertising. The term "ad" is the short form used for advertisement.

Definitions

1. As per American Marketing Association, "advertising is any paid form of non-personal

presentation and promotion of ideas, goods and services by an identified sponsor."

Nature and Characteristics of Advertising

1. Persuasion and Exchange

The nature of advertising is persuading and attracting customers who bring in money for
exchange of the product or service. Advertisements aim to persuade customers in a certain
way. The basic nature of advertising is persuasion and exchange.

2. Mass Communication
The basic purpose of advertising is to give information, to attract attention, to create
awareness and finally to influence the buying behavior of consumers. It facilitates mass
communication of products and services offered by a firm. It helps in large scale marketing
of goods and services.

3. Dependence on Media
For advertising, advertisers use various media favored by the target audience. Traditionally
media such as television, radio, newspaper were used for advertising. But in the modern
times, media such as internet and mobile phone are also used by the advertisers. Social
networking sites are the focus of most of the companies for online advertising.
4. Paid form of Communication
Advertising is a form of paid communication. The firm has to payto the media for advertising
its products.

5. Non-Personal Presentation
Advertising is non-personal in character as against salesmanship which is personal (face to
face communication). In advertising, the message is communicated to all and not a particular
individual.

6. Existence of a Sponsor
Sponsor is a person who pays for the advertisement. He identifies and discloses the ideas,
message and information to be advertised.

7. Identifiable
In advertising, the sponsor (advertiser), message and presentation can be recognized by
receivers and customers.

8. Target Oriented
Specific market or specific segment of consumers can be selectedfor advertising. Children in
the case of toys and ladies in the case of cosmetics are few examples for specific market
segments. The selection of a specific market is called target market. Advertising becomes
effective when it is target oriented. The waste in advertising can be minimized through such
target oriented advertising.

9. Art, Science and Profession

Advertising is an art because it needs creativity for improving its effectiveness. Advertising is
a science because it has certain principles and rules. Advertising is treated as a profession
because there paraprofessional bodies the field of advertising and codes of conduct to
monitor the activities of its members.

10. Element in Marketing Mix

Advertising is an important element in marketing mix. It supports the sales promotion efforts
of the manufacturer and makes positive contribution in sales promotion. Marketing firms
spend large amount of money for advertising.

11. Creativity
Creativity is the essence of advertising. It is considered as a tool for presenting a product in
an artistic, attractive and agreeable manner. They innovate ,introduce and new techniques of
advertising.

12. Controlled
The time, place, message and direction of an advertisement are controlled by the advertiser.
Objectives of Advertising

The following are the major objectives of advertising:

1. Launching a New Product (Informative)

A new product requires warm introduction in the target market. The company has to give all
the relevant information about the product to the potential customers. Advertisement creates
awareness among the potential customers about the new product and thereby builds a
base for it in the target market.

2. Trial Objectives
Companies usually work for this objective in the introduction stage of a product.
Advertisements in this stage try to convince the customers to buy the new product.
Companies use attractive ads to catch the attention of the customers and purchase the
product for
trials.

3. Continuity
This objective is concerned about maintaining the existing customers. Companies usually
keep on bringing changes in their ads that the existing buyers keep buying their products.

4. Creation of Demand (Persuasive)

Advertising aims at improving sales by creating demand for their products in the target
market. It persuade customers to buy a product by informing them about its qualities and
benefits

5. Getting Attention
Getting public attention is a major objective of advertising, Port his, highly readable prints,
colors, pictures, Images, drawings, diagrams, photos of celebrities, statements and captions
are used by the advertisers. Different types of sounds and songs are also used by
the advertisers in radio and television ads to attract the attention of the people.

6. Prompting Immediate Action

Ads try to lead people to immediate action (buying of a product).For example, a gift coupon
or a discount offer in an ad stimulates people to purchase the product.

7. Replacing Lost Customers (Switching Back)

This objective is for the companies who want their previous customers back, who have
switched to their competitors. People may change their brand preferences. But companies
by adopting new advertisement strategies can bring back their previous customers.

8. Brand Switch
This objective is maintained by companies who want to attract customers of their
competitors. They adopt special advertisement strategies to influence the customers of the
competitors to switch
their existing brands.
9. Reminds the Public (Reminder)
Advertisement reminds the public about the existence of products in the market. It tries to
reinforce the previous sales promotion by keeping the name of product in the market. This
influences the consumers in their purchase decisions.

10. Facing the Competition

Advertising aims at defeating the challenges posed by the competitors in the target market.
Under competitive situations, it helps to build up brand image and brand loyalty and when
customers are loyal to the product it is difficult for the competitors to change it.

11. Improving Goodwill

The objective of advertising is to build a unique image of the product in the target market.
This, in turn, increases the market accessibility and goodwill of the product in the target
market.

12. Informing the Changes to the Customers

Whenever changes are made in the prices, channels of distribution or in the product by way
of any improvement in quality, size, weight, brand, packing, etc., they must be informed to
the customers. Advertising aims at informing these changes to the customers in the right
time.

13. Counterbalancing the Advertising of Competitors

Advertising is unavoidable to defend against the advertising programs and strategies of the
competitors. When competitors are adopting intensive advertising as their promotional
strategy, it is necessary to follow similar practices to deactivate its effects in the market.

14. Preventing the Entry of Similar Products

The aim of advertisement is to build monopoly for a product in the target market. This will
help the company to prevent the entry of similar products in the market.

15. Supporting Salesmen

The goal of advertising is to support the efforts of sales personnel in their selling efforts.
They get ready buyers at the business centers because of the impact of ads.

Importance of Advertising
;

1. Important to Customers
Advertising plays a very important role in the life of customers. Itis important for the
customers in the following ways;

1) Offers Valuable Information

Customers are able buy a product if they are made aware of the products available in the
market. In the absence of advertisements no customer will come to know what products are
available in market. Advertising helps people to find the best products themselves and their
family.

2) Promotes Choice
People follow different life styles and have different values and needs. A product that is right
for one may not be right for another .Advertising is required to assist customers to choose
products as their tastes and preferences. Advertising gives customers all relevant
information regarding a product such as quality standards, price special offers. This
select the product that matches with their preferences.

Importance of Advertising
1. Important to Customers
Advertising plays a very important role in the life of customers. It is important for the
customers in the following ways;

1) Offers Valuable Information

Customers are able buy a product if they are made aware of the products available in the
market. In the absence of advertisements, no customer will come to know what products are
available in the market. Advertising helps people to find the best products for
themselves and their family.

2) Promotes Choice
People follow different life styles and have different values and needs. A product that is right
for one may not be right for another. Advertising is required to assist customers to choose
products as per their tastes and preferences. Advertising gives customers all relevant
information regarding a product such as quality standards, price and special offers. This
helps customers to compare the products and select the product that matches with their
preferences.

3) Convenience
Advertising makes shopping easy by reducing the time and effort involved in shopping.
Through advertising, people are aware of the source and availability of different products
and need not spend much time in search of the store and the product.

4) Education of Consumers
Advertising provides education and knowledge to consumers about new products and their
diverse uses. Consumers get the benefit of better advice in safe and proper use of products.

2. Essential Element of Marketing

Advertising is a crucial function of marketing. It is an important tool adopted by the producers
and sellers for product communication. It important for organizations in the following ways;
1) Product Launching
If a company wants to introduce a new product in the market, advertising builds a ground for
the product. It creates awareness among the customers about the new product.

2) Product Information
Advertising is required to give consumers all the relevant information of a product. It is used
to inform and educate buyers on the various aspects of handling and using the product. So
advertising plays the role of information and education.

3) Demand Creation
Advertising persuades customers to buy a product by informing them about its qualities and
benefits.

4) Price Information
A company may produce a very high quality product with additional features as compared to
competitors. In such a case, price place refers to physical distribution and the stores where
the mods are available in the market. Through advertising companies.

6. Managing competition
Advertising can play a significant role to put forward the claim of the company, and to resist
the claims of competitor through effective advertising companies can face competition and
develop brand image.

7. Important in Packaging
The main purpose of packaging le protection of the product during transit, and preservation
of quality and quantity, But packaging performs an advertising nineteen also. Companies
take lot of efforts to develop and design attractive packages to attract the attention of the
customers.

8. Key Role In Positioning

Product positioning aims at creating and maintaining a distinct Image of the brands in the
minds of the customers. Through advertising companies can communicate the positioning of
the brand and thereby influence the buying decision of the target audience.

3. Significant Role in the society

Advertising plays a crucial role in the modern society. Without advertising, the average
consume would not get product and market related information. It is important for the society
in the following ways,

1) Employment Generation
Advertising provides direct employment to a large number of people engaged in designing,
writing and broadcasting advertisements. Indirectly, advertising increases employment
opportunities by increasing the volume of production and distribution.

2) Higher Standard of Living

Advertising improves the standard of living of the people by promoting variety and quality in
consumption. It educates people about new uses of products and provides information for
developing better Ways of life.
3) Sustains the Media
Advertising provides an important source of revenue to print and electronic media. As a
result public gets news, information, educational programs and entertainments at lower
rates.

4) Incentive to Work
Advertising is a great motivating force. People are induced to work hard and earn more to
buy new products brought to their knowledge through advertising.

5) Art and Culture

Advertising promotes the creative skills of people required in designing and developing
advertisements. Commercial art is largely the creation of advertising.

6) Entertainment
Advertising also provides entertainment the public. Many sponsored programs on radio and
television are very popular due to their entertainment and artistic nature.

scope of Advertising

1. Goal setting
Understanding and defining the specific objectives of advertising’s the base of advertising All
ads try to meet the defined objectives advertising The objectives of advertising may be
informative persuasive, reminder trial, continuity, switching back, facing competition,
attention scolding, brand switch, prompting action of barring new entrants Spending money
on advertising without clear goal is a waste of money, time and effort. It may also harm the
business by communicating wrong message to the customers. Bo goalsetting is an important
area of advertising,

2. Message Creation
Message is considered as the flesh of advertising. It attempts to communicate the audience
what the advertiser wants through words, images or sound. Message reveals the features,
uses and benefits of the product.

3 Mass Communications
Message creation is meaningless, if it is not communicated to the targeted audience. Mass
communication is the intrinsic part of advertising. It refers to the mass generation and
dissemination of product related messages by the company to a large, heterogeneous and
anonymous mass of people in the target market.

4.Media Selection
The effectiveness of a well-designed advertising message depends upon when and where it
is communicated. Advertising is effective when it is made at the right time through the right
medium. Conveying right message through a wrong medium at the wrong is a waste of
resources. Commonly used media for advertising are T.V., radio, websites, newspapers,
magazines, bill-boards, hoardings etc.

5. Advertising Agency
An advertising agency is a specialized institution which offers professionalized advertising
services to the clients. The business of an ad agency is creating, planning and managing
advertisement activities on behalf of its clients.

6. Monitoring and Evaluation

Monitoring and evaluation are the two major aspects of advertising. Continuous monitoring is
necessary to evaluate the effectiveness of advertising. It will help the advertiser to make a
cost-of benefit analysis of advertising. A systematic monitoring and evaluation of the
advertising activities regarding the quality of the advertising.

Advertising and marketing

● It is a paid, public,non personal announcement of a persuasive message by the
sponsor.
Marketing is the sum total of all activities performed to facilitate the exchange
between the company and consumers.
● It is a component of the marketing process
Marketing encompasses conceptualization of a product, right. From research ti
designed to advertising to sale.
● Advertising is the act of calling public attention to a product or service.
marketing uses advertising to facilitate the selling of products or services to
customers.
● The goal of advertising is mass communication of the features and benefits of a
product.
The goal of marketing is to deliver value to customers and satisfy their needs in a
way that benefit the company

Advertising and sales promotion

1. It uses a variety of persuasive appeals to influence the customers.
It offers several incentives to the consumers to buy the product.
2. A reason is offered to buy a product or service. An incentive is offered to buy
a product or service
3. The primary objective is to create a long lasting brand image. The objective is
to get quick sales of products.
4. Time frame of advertising is long term. Time frame is short term.
5. It tries to attract the ultimate consumers. It tries to attract not only consumers
but retailers, wholesalers and sales force.
Functions of Advertising
1. Communication
The primary objective of any advertising strategy is to communicate the identity of any brand
to its target customers and tobuild relationships with new customers. Advertising clearly
conveys the details of the specific product offered by a firm to the customers.

2. Information
Advertising facilitates the dissemination (delivery) of relevant information a firm wants to give
to its customers. It includes informing the market about the specialties of the brand, price
and special offers.

3. Persuasion
Persuasion is influencing and encouraging the people to buy theproduct offered by a firm.
Regular advertisements of a brand indifferent media influence the buying decisions of
consumers. Firms adopt powerful and creative ads for persuading the customers in thetarget
market.

4. Creation of Demand
It is one of the most powerful functions of advertising that it makes the customers to think in
favor of a brand. Effective advertising strategies create demand for a brand. It builds interest
and increases the confidence of the customers to buy a particular brand.

5. Retention of Customers
Advertising continuously reminds the customers about the brand. Seasonal offers, special
discounts and customized offers are informed through advertisements in different media.
This attracts the new customers to the brand and encourages the existing customers to
repeat purchase.

6. Opposition of Market Competition

Advertising acts as a weapon or tool to resist the threats posed by the competitors.

Classification/Typology of Advertising Functions

These functions were classified under two heads;

I. Level of Advertising Functions

II. Nature of Advertising Functions

I. Level of Advertising Functions

On the basis of the level of advertising functions, there are two types of functions such
primary functions and secondary functions.

1. Primary Functions of Advertising

Experts in the field of advertising list out certain functions which they consider as the primary
functions of advertising. These functions are given below;
1) Increasing the Volume of Sales
This is considered as the first and foremost function of advertising. The ultimate goal of
advertising is to increase the volume of sales of brand by attracting the attention of the
customers and motivating them to buy the brand,

2) Persuading Dealers to Stock

Advertising has to persuade dealers to stock more quantities of brand. Advertisements
create a feel among the dealers that the consumers would demand in future and as a result,
they have to keep sufficient quantities of the brand to meet the demands of the customers.

3) Assisting the Dealers to Sell

Advertising not only assists the producer, but also helps dealers such as wholesalers and
retailers to sell the goods. The dealers are able to clear their stock easily and generate
higher profits.

4) Protecting the Interests of the Manufacturer The next function of advertising is to secure
the interests of the manufacturer by giving good publicity of the trademarks, brand names,
general appearance of the products, style of packing etc. These are the exclusive rights of
the manufacturer and others are not permitted to copy or imitate these properties owned by
the manufacturer of a brand. Advertisements generate public attention, recognition and
acceptance of these factors. As a result, it would be difficult for the competitors to develop
substitutes and unauthorized duplication for the nationally or internationally advertised
products.

5) Increasing the Per-Capita Use

Advertising may tend to increase the per capita use of a product through repeated
communication of the product features and benefits to the target market. Advertising is
effectively used to increase the per capita consumption by describing new uses of the
product that may never have been thought of by the ordinary consumer.

6) Reducing Seasonal Fluctuations

One of the primary functions of the advertisements is to reduce seasonal Nuctuations in
sales, Proper advertising reduces the fluctuations in sales of seasonal products like air
conditioners and refrigerators.

7) Improving the Standards of Living

Advertising improves the standard of living of the consumers by motivating them to buy
newer and better products. Goods that are enjoyed by rich people once are being enjoyed
by common man now. Few decades ago cars, air conditioners, refrigerators and televisions
were once bought by rich people and these products were considered as luxury goods.
However, these products become very popular among all sections of society in the
contemporary world. Advertising has played a key role in this change in the life style of
people.

2. Secondary Functions of Advertising

In addition to the primary functions, there are certain important functions which are
considered as the secondary functions of advertising. These functions are as follows;
1) Supporting the Salesmen
Advertising makes the work of salesmen easy. Advertisements give relevant information of
the brand to the prospective customers and generate interest among them to buy the same.
So the salesmen are required to take less effort in motivating the customers to buy a brand.

2) Supply of Relevant Information

Advertising disseminates relevant information of a brand to the customers, dealers and sales
personnel. This reduces confusion and misunderstanding among the parties involved in the
distribution channel of a product.

3) Improving Corporate Image

Advertising improves the image of a firm in the industry. A company along with its products
becomes popular as a result of advertising Good image improves the credibility and
reputation of company. It helps the firm to successfully introduce new products in the market.

4. Increasing Responsibility
Advertisements create a feeling among the management and the start of a company that
they are responsible to the public. So they try to miall their promises made through
advertisements. They are likely to be more responsible to improve the product in all aspects,
and give public more value for their money,

5) Absorbing Efficient Stall

A company gain popularity and image through advertisements. Emicient employees usually
prefer to work in reputed firms. This helps companies to appoint competent employees, in
terms of qualification, experience and expertise as a result of effective product
advertisements.

II. Nature of Advertising Functions

On the basis of the nature of advertising functions, the important types of advertising
functions are as follows;

1. Economic Functions
Advertising is primarily an economic process, which has a significant impact on the market
players and economic agents, affecting both the firm and the consumers. It is considered as
an economic tool to influence the supply and demand forces of the market. Some of the
important economic functions of advertising are described below;

1) Advertising creates demand and increases the sales of products and services. It
supports production and the exchanges of goods and services in the economy. Thus,
it contributes to the economic development of the nation.
2)
2) Advertising leads to increased production of goods and services, and thereby promote
employment opportunities in a country
3 Advertising is one of the main sources of revenue for all types of media in a country.

3) Advertising increases the rate of spending and consumption at people which

ultimately accelerates the flow of money in the economy

5) Advertising plays a crucial role in managing the market competition

2.Social Functions

1) Advertising contributes to the setting up of certain pattern of social behaviour.

2) It supports and r traditions and the established habits of consumers.
3) It functions as an important factor in building and maintaining social status. The ads of
expensive and luxury products often create a feel among the consumers that the ownership
and use of such products improves their social status.
4) Advertising creates awareness among people about the use and handling of products.
Ads of Vicks VapoRub, Lifebuoy hand wash are few examples.

5) Advertising acts as a medium to communicate socially relevant messages to the public.

The ad which gives the message to save water and the ad showing the harmful effects of
plastic by Hindustan Unilever are best examples of the social relevance of advertising.
relevance of advertising.

3. Psychological Functions
Few psychological functions of advertising are as follow;
1) Advertising leads to the formation of certain types of thought among people.

2) It changes the attitude of customers towards a brand which leads them from brand
awareness to purchase and repeated purchases.

4) Advertising arouses the desire to buy and use a particular product.

4) It makes people to recollect and remember the message of the advertisement.

5) It targets the emotions of the customers such as fear, anxiety, love etc. Advertising of
insurance products target fear and anxiety of customers about future. Advertising of baby
care products target love and affection of the parents towards their kids.
6) Advertising promotes imitation of buying behaviours through characters, slogans and
catchphrases in advertisements. Imitation in psychology refers to the tendency of a person
to copy the actions and movements of others. For example, the habit of smoking spreads
through imitation.

4. Communication Functions
Advertising conveys relevant product related messages to the prospective buyers. These
messages critically influence their buying decisions. Some of the major communication
functions of advertising are as follows;
1) Advertising communicates the details of brand such as name, 0features, price, offers,
store locations and other relevant information to the target market.
2) Advertising transforms product information in such a manner that it is clearly recorded in
the minds of the customers.
3) It informs the consumer the effective ways of using a product (user instructions).
4) It clearly informs the customer to identify the trademark and logo of the product to avoid
duplicate brands.

5) it gives valuable information to the sales personnel and retailers about the important
aspects which are to be highlighted while canvassing the customers.
6) A firm sends product related messages to the customers through advertising. This will
result in responses from the customers in the form of product enquiries and purchases.
Customer responses as a result of advertising give valuable information for managing the
inventory (stock) and sales of the dealers (wholesalers and retailers) of a product.

5. Marketing and Commercial Functions

Advertising functions as a marketing tool for creating demand for goods and services and
increase their sales. It is a key element in the promotion of goods or services in the market.
The importance of advertising in marketing is such that it is not possible to create desired
response from the customers without proper advertising. In marketing context, the main
function of advertising is motivation of consumers to buy advertised products or services.
Few important functions of advertising in a marketing and commercial perspective are as
follows;
1) it facilitates easy identification of a product or service in a market.
2) It extends valuable support in branding. Advertisements create a positive impression
among the customers about a brand.
3) It promotes the sales of a product or service.
4) It delivers valuable product related information to the consumers.
5) It generates demand for a product or service.
6) It supports firms to regulate the market of a product. Increased advertising helps to
promote sales and sales can be reduced by reducing the advertisements, Firms adopt
different advertising strategies in different seasons to regulate the market.

Role of Advertisement in Marketing, Mix

Facilitation of Marketing Functions (Tacilitation Role)

Advertising extends the essential support for successfully achieving the objectives of
marketing. It connects the prospective buyers with the product or service offered by a
company. The role of advertising while facilitating the marketing process is that of a
connecting link or bridge between the customers and the product.

2.Communication of Information (Communication Role)

At the basic level, advertising communicates the relevant product related information to the
target market. This is considered as the initial role of advertising which conveys the basic
information of a product such as the brand name, specific features and price offers.
3. Persuasion to Buy (Persuasion Role)
Advertisements are not just conveying product related information to the target market but it
uses different techniques to win the heart of the consumers. These techniques eventually
lead the consumers to purchase the product. The persuasion role makes advertising
unique method of product promotion.

4. Transformation of Attitude (Transformational Role)

Advertising transforms the attitude of people such as from unlike to like, awareness to
buying decisions and changing from a brand to another. Advertising critically influences the
attitude of consumers to a particular brand.

5. Creation of Demand (Economic Role)

Effective advertising creates demand for a brand. It arouses the desire of consumers to buy
a product through emotional appeal. In most cases, people buy products not because of
their needs but because of their wants. Needs are referred to as items which are essential or
necessary for life. But wants are items which a person wishes to have. House is considered
as a need of the homeless but luxury apartment is considered as a want.

6. Generation of Sales and Increasing the Sales Volume (Commercial Role)

Advertisements are usually adopted by firms to increase sales. It invites special attention of
consumers to a brand compared to other similar brands in the market. Increased customer
attention increases the sales of a brand in the market.

7. Creation of Brand Image (Psychological Role)

Advertisements are basically a psychological intervention to influence the buying behavior
and decision of the consumers. Brand image is defined as the perception of the consumers
about a brand. Advertising helps to create a good impression in the minds of the consumers
about a brand.

8. Reminding the Brand (Recollection Role)

Ads help consumers to remember a brand stablished brands give advertising occasionally to
remind the consumers. This helps in bring the brand into the active memory of the consumer

9. Creation and Improvement of Brand Loyalty (Relationship Role)

Effective advertising creates a feeling among the customers that a brand enjoys the
capacities to ruin their needs and wants. This results in the creation and improvement of
brand loyalty among the customers. Loyal customers keep good relations and ongoing
transactions with a firm.

10. Strategy to Manage Competition (Strategic Role)

Companies usually adopt different types of advertising as a strategy to manage competition
in the market. Special advertising strategies help a firm to gain competitive advantage in the
market. Effective advertising strategies and clever ads compared to the competitors extend
valuable support for a firm to become the market leader. Ads of prominent jewellery shops in
Kerala are best examples for competition management through advertising strategies.
11. Maintaining Social Status (Social Role)
Advertisements set social status and standards of life by encouraging the use of certain
brands. In the present social scenario, the impact of advertising is such that the social status
of a person is rated on the basis of the ownership and usage of certain product brands

12. Educating Consumers (Educational Role)

Certain ads attempt to educate the consumers by giving instructions for using the product,
safety precautions and so on. Advertisements on public interest educate the public on health
issues, social problems, environment protection and other relevant matters. The popular Quit
Tobacco ad "Lunges are like sponges" issued in public interest by the Ministry of Health and
Family Welfare,

Classification and Types of Advertisement

There are different types of advertising. The most common types of advertising are as
follows:

1. Product Advertising
It is concerned with conveying Information about and selling a product or service. Most
advertising is product advertising, designed to promote the sale or reputation of a particular
product or service that the organize advertising is of three types, viz.

1) Informative Advertising
This form of advertising is used for the promotion of a new type of product to develop an
initial demand he is usually adopted during the introductory stage of the product lifecycle.

2) Persuasive Advertising
Persuasive advertising is followed to develop demand for particular product or brand, it is a
type of promotion used in the growth and maturity period of the product life cycle.

3) Reminder Advertising
The goal of this type of advertising is to reinforce previous promotional activity by keeping
the brand name in the target market, It is used in the maturity period as well as throughout
the declining phase of the product life cycle.

2. Advertising Based on Area of Operation

Advertising can be classified on the basis of its area of operation Types of advertising on the
basis of area are;

1) Local Advertising
This type advertising is adopted by companies which restrict their marketing efforts to a
limited area. For example, advertising covering particular state region
2) National Advertising
Some companies select the entire nation as the target market for their products. In such
situation, they adopt a nationwide advertisement campaign. This is known as national
advertising

3) Global Advertising
This type of advertising is required when the marketing efforts of a company crosses the
geographical boundary of a nation Multinational companies treat the whole world as their
market.

3. Advertising Daned on Target Markets

On the basis of the target markets or the types of people who would receive the messages
of advertisements, advertising can be classified into four types;

1) Consumer Product Advertising

The target of this advertising is to impress the ultimate consumers. An ultimate consumer is
a person who buys the product or service for his personal use. This type of advertising is
done by the manufacturer or dealer of the product or service. For example, advertisements
of Lux soap, Close-up toothpaste etc.

2) Industrial Product Advertising

This is also known as Business-to-Business Advertising. This is done by the manufacturers
or distributors of industrial products. Itis directed towards the industrial customers.

3) Trade Advertising
This is done by the manufacturer to persuade wholesalers and retailers to sell his goods.
Different media are chosen by each manufacturer according to the nature of the product and
the market. It is designed for wholesalers and retailers who can promote and sell
the product concerned.

4) Professional Advertising
This advertising aims at influencing the professionals in particular trade or branch. These
professionals recommend or prescribe the products to the ultimate buyer. Professionals like
doctors, engineers and architects are the prime targets of such manufacturers,

5) Financial Advertising
Banks, financial institutions, and corporate firms use advertising to collect funds from
markets. They publish prospectus for facilitating the subscription of the shares by the public.

4. Advertising Based on the Media

On the basis of media used, advertising can be classified into the following ways.

1) Audio Advertising
It is done through radio, Public Address System (Microphone, Amplifier and Loud Speakers)
and vehicle announcements.
2) Visual Advertising
It is done through store displays, flux boards, sign boards, leaflets, cloth banners, brochures,
electronic hoardings, simple hoardings, running hoardings etc.

3) Audio-visual Advertising
It is done through cinema slides, movies, video clips, Advertisements etc.

4) Print Advertising/ Written Advertising

It includes advertisements through newspapers, magazines, brochures, pamphlets,
handbills, posters etc.
5) Internet Advertising
The World Wide Web is used extensively to promote products and services of all types.

Some Other Types of Advertising;

1. Outdoor Advertising
It covers advertisements through billboards, stalls (best example is stalls or booths in busy
streets by mobile phone companies), and several events and tradeshows organized by the
company.
2. Broadcast Advertising
It includes advertisements over Television, Radio and the Internet

3. Covert (Hidden) Advertising

It is a unique kind of advertising in which a product or a particular brand is presented in a
delicate manner in movies, television shows and sports events. For example, a particular
brand of car shown in a movie

4. Surrogate Advertising (Indirect Advertising)

It occurs in cases where advertisements of certain products are not permitted by the law.
Certain cigarettes and alcohol companies use this type of advertising. They indirectly remind
people about their brands by advertising other products having the same brand names.

5. Celebrity Advertising
Most companies use the popularity and fame of film stars, sports stars and other public
figures in advertising. Companies choose certain celebrities as their brand ambassadors.
For example, film star Mammootty' is the brand ambassador of the South Indian Bank'.

Merits of Advertising
Merits of advertising can be studied under five heads;

1. Merits to Manufacturers
The following are some of the important merits gained by the manufacturers from
advertising;
1) Large scale production and marketing
Advertising is useful tool of market communication. It gives information to consumers and
encourages them to purchase more. Manufacturers can expand their production as a result
of higher market demand created through advertising.

2) Introduction of new products

Advertising facilitates the introduction of new products .Through advertising information
about new products can be given to the exceptive buyers . This ciliate the sale or new
products in the marker

3) Creates new demand Advertising spreads information and encourages consumers to

purchase products, such advertising leads to the creation of new demand. It helps to create
new demand non non-users

4) Builds brand image

Manufacturers use advertising to create distinct image for their product in the target market.
The brands are made popular through advertising. As a result, consumers develop loyalty
towards a specific brand.

5) Reduces cost of production

Advertising creates demand and promotes sales. This enables manufacturer to conduct
production on a large scale. This leads to reduction in the cost of production and distribution.
As a result, theprofit margin of the manufacturer increases.

6) Facing competition
Manufacturers can face market competition effectively and can make his products popular
through advertising. He can remove misunderstanding among consumers about his products
through appropriate advertising.

7) Goodwill builder
A manufacturer can build up goodwill and good image in the business world and also among
the consumers through advertising The social welfare programs and community service
activities can be given wide publicity through advertising. The progress of the Organisation
can be brought to the notice of the public through advertising.

Merits to Middlemen
1) Easy sale of the products is possible since consumers are aware of the product and its
quality.
2) It increases the rate of the turn-over of the stock because demand is already created by
advertisement.
3) It supports the selling activities.
4) It ensures more economical selling because selling costs are reduced.
5) It gives them all relevant information of products.
3. Merits to Salesmen
Advertising creates proper background for selling a product in the target market. It gives
advance information about the product to the prospective buyers.
The following are some of the major merits of advertising to salesmen;

1) It is easy for the salesmen to introduce a product to the consumers because the
manufacturer has already advertised it informing the consumers about its features and
benefits.

2) Advertising prepares necessary ground for a salesman to begin his work effectively.

3) The contact established with the customer by a salesman ismade permanent through
effective advertising because customer is assumed of the quality and price of the product.

4. The salesman can evaluate the effectiveness of advertising when he make direct contact
with the consumers,

Merits to Consumer

1) Information and guidance

Consumers get information and guidance from advertising, It helps them to how where and
when the products are available. This reduces their shopping time. Consumers can study the
advertisements of all similar products in the market and select the products whichare best
suited for them,

2) Acts as reminder
Advertising acts as a reminder to consumers. It reminds them about the products to be
purchased.

3) Comparison
Advertising provides an opportunity to the customers to compare the merits and demerits of
similar products,

4) Assurance of quality and price

Advertising highlights the quality and price of products. This forms an indirect guarantee to
the consumers of the quality and price.

5) Special attraction to consumers

Advertising leads to competition among manufacturers and retailers. They have to offer
something special in order to attract consumers. Such attraction offers benefits to
consumers.

6) Remover misunderstanding
Advertising helps consumers in removing their misunderstanding about certain products.
They change their attitudes towards certain products and services as a result of advertising.
7) Reduces the role of middlemen
Advertising helps in reducing the role of the middlemen by establishing direct contacts
between producers and consumer in results in cheaper goods by avoiding the profit and
commission of middlemen.

5. Merits to the Society

Advertising offers numerous benefits to the society. The following are some of the merits of
advertising to the society:

1) Advertising leads to a large-scale production creating more employment opportunities to

the public in various industries directly or indirectly.

2) It creates more wants and their satisfaction. For example advertising has made more
popular and universal the use of inventions as the automobiles, TV, mobile phones
computers etc.

3) It made the availability of newspapers and visual media at cheaper rates. The cheap
production of newspapers is possible only through the publication of advertisements in them.

4) It assures employment opportunities for artists who innovate and create ads.

5) It educates people about new uses of products and provides information for leading better
life.

Demerits of Advertising/Criticisms of Advertising.

The following are some of the major criticisms leveled against advertising;
1. Economic Criticisms

The major criticisms of economic nature against advertising are;

1) Advertising is unproductive Advertising does not produce any tangible goods. It is a waste
of money, time and other resources.

2) Advertising is costly
A strong objection against advertising is that it is a costly function. Companies have to spend
huge amount of money for advertising.

3) Increases price of goods

It increases the cost of goods. Advertising charges are included in the price, which the
consumer has to pay.

4) Creation of monopoly
As a result of excessive advertising, consumers become slaves of a particular brand. This
may lead to the creation of market monopolies.
5) Increase of expenditure
Advertising increases the desire of people. This forces them to buy goods over and above
their income.

2) Social Criticisms
Critics of advertising say that most advertisements challenge social are bothered about the
appearance and design of the product rather values and culture of the society. As a result of
advertising, people than the physical utility. The following are some of the major criticisms
are as follows

1) False claims
Most of the advertisements contain false claims and theconsumers do not enjoy the benefits
advertisement. It gives misleading information to customers about the benefits of a product.

2) Undue influence over media consumers are not getting trueinformation regarding a
product or service.
3) Corrupts the minds of youth
It is argued that advertisements corrupt the minds of youngsters. Advertising promotes
smoking and drinking among youths. In some cases, advertisements promote the youths to
commit crimes and undertake activities at the risk of their lives.

3. Ethical Criticisms
Ethics refers to a set of moral standards and principles for leading the people in a right
direction throughout their life. The following are some of the criticisms against advertising on
ethical grounds;

1) Attracts people to harmful products

Advertising appeals make people to use certain products, which are harmful to health.
Different ways of advertising for alcoholic drinks and cigarettes are examples of advertising
of harmful products.

2) Dissatisfaction among poor people

People with less purchasing power cannot afford to buy articles even though advertisements
create a strong need in them. Thus section of society remains discontented.

Obscene advertisements
The use of nudity, indecent images, uncultured languages, words and captions in
advertisements is a major ethical issue. Most companies see nude images as an essential
thing for marketing their products.

4) Subliminal advertisements
Subliminal messages are words, images, sounds and visuals which are below the entry of
the conscious mind or not sufficient enough for conscious perception. But the subconscious
mind instantly understands and accepts them. They are used in advertisements to mislead
and misguide the consumers. Subliminal advertisements communicate more indirect
messages than direct messages.
Advertisement Process
1. Establishing the Goals
Identifying and defining the goals is the first phase of advertising. Spending money on
advertising without establishing goals is a wastes money, time and effort. Setting the goals
of advertising is highly essential to decide on the appeal or message communicated to the
targeted audience. The important factors considered by a company while setting the goals of
advertising are;
1) The nature of the target market.
2) Target sales.
3) The nature of the product or service to be highlighted in the target market.
4) The time of advertising.
5) Advertising strategy of the competitors.

2. Preparation of the Budget

The next phase is preparation of advertising budget. The funds or excess of funds during the
process of advertising and also advertising budget has to be planned so that there is no
short of funds during the process of advertising and also.

3. Selection of an Advertising Agency

The business, advertising agency (ad agency) is a specialized institution which activities on
behalf of its clients. Selection of a professional ad agency of an ad agency is creating,
planning and managing advertisements an important aspect of advertising, if a company
lacks the expertise
in advertising.

4. Selection of the Media

Selecting appropriate medium for advertising is anin the advertising process. The major
factors considered in media selection are;

i) Media class
This refers to the type of medium which is most appropriate to the product and ad copy.
This includes newspaper, magazines, television, radio, billboards and direct mail.

ii) Media vehicle

It refers to the different channels in print and electronic media. They provide the immediate
environment for the advertisement. For example, within the newspaper, The Hindu' is a
media vehicle, in television Doordarshan' is a vehicle.

iii) Media option

This refers to the size and time in the media vehicle.

5Creation of the Advertisement

The success of advertising not only depends on the media used but also on the message
and the way of presentation. So ad creations a significant stage in the advertising process.
In the modern scenario of marketing, advertisers try to reach out people with their
advertisement in a very appealing way. By using arts and interesting concepts they try to
deliver product message to the audience, in effective manner. With the use of digital arts and
other tools ads become even more attractive which helps advertisers to persuade more
audience to purchase the products they offer.

AIDA Model in Creation of Advertisement

The acronym AIDA means Attention, Interest, Desire and Action. This refers to specific
techniques necessary to implement when creating an ad. Correct combination these four
components in an ad campaign, helps the advertiser to accomplishes advertising goals.

Attention

The ad designed by the advertiser must capture the attention of the viewers. This is an
essential component of any ad creation. Advertisers rely on a mix of video and audio to
make a lasting impression of the ad.

Interest
After inviting attention of the customers to the ad, the next steps establishing a need and
creation of an interest in the mind of the consumers. An interest in the minds of the
consumers forces them to purchase products. Being able to establish a need in the mind of
consumer is the basis of an effective ad. An ad must raise customer interest by focusing on
and demonstrating the advantages and benefits of the product. Creating a feel of 'something
special through the ad builds interest among the consumers.

AIDA Model in Creation of Advertisement

The acronym AIDA means Attention, interest, Desire and Action. This refers to specific
techniques necessary to implement when creating an ad. Correct combination these four
components in an ad campaign, helps the advertiser to accomplish his advertising goals.

Attention

The ad designed by the advertiser must capture the attention of the viewers. This is an
essential component of any ad creation. Advertisers rely on a mix of video and audio to
make a lasting impression of the ad.

Interest
After inviting attention of the customers to the ad, the next steps establishing a need and
creation of an interest in the mind of the consumers. An interest in the minds of the
consumers forces them to purchase products.

Desire
It is convincing customers that they want the product and it will satisfy their needs. This is
the stage where an adds oil to the flames of the desire of consumers. The ad has to creates
feel among the consumers that the product is essential for their life.

Action
After inviting the attention, building interest and burning desire, the ad has to lead
consumers to action (purchase). The last section of an effective ad is a powerful call to
action. For example, the call in anad “Buy now, the offer is limited for a short period”.

6. Deciding the Place and Time of the Ad

Decision regarding the place and time of the ad is a crucial stepin the advertising process.
Many advertisers waste huge amount ofmoney on advertising that fails to produce
sales.Themajor reasonfor this situation is the incorrect placing and wrong timing of the ads.
The proper selection of where advertisement goes and when it shows is crucial to the
success of the advertising campaign. The ad designed by a company must reach the right at
the right time.

Monitoring and Evaluation

This is considered as the last phase in an advertising process. After the release of the ad,
the advertiser has to make sure that he fulfills the promises mentioned in his advertisement,
meets the expectations of the customers and continues to optimize his advertising strategy.
But this is possible only through a systematic monitoring and evaluation of the advertising
process. It gives information regarding the effectiveness of the message, media and the
performance of the advertising agency. It also gives valuable inputs to decisions regarding
correction and modification in the advertisement strategy of the company.

DAGMAR Model for Measuring Ad Effectiveness

DAGMAR stands for "Defining Advertising Goals for Measured Advertising Results.' The
model was developed by Russell Colley is 1961 for setting advertising objectives and
measuring advertising results. According to DAGMAR model the ultimate objective of
advertising involves a communication task, intended to create awareness, impart
information, develop attitude and induce action.

Steps in Purchase
According to DAGMAR, each purchase prospect goes through foursteps and advertising
objective is to carry a consumer through thesefour levels of understanding:

1) Awareness: Consumer must be aware of product or company,

2) Comprehension: Understanding about the product is and itsbenefits.
3) Conviction: Mental conviction to buy the product, and
4) Action: Purchase of the product.
Advertising Planning
An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication. Advertising campaigns
appear in different media across a specific time frame. An ad campaign focus on a common
theme and one or few brands or products, directed at a particular segment of the market.
The end purpose of any ad campaign is to boost awareness of the product and generate
demand. An ad campaign is highly essential forth launch of a new product. The exact
structure of the advertising campaign will often depend on the nature of the product and the
target audience that the campaign is designed to reach.
Steps in Advertising Planning
The following are the major steps involved in advertising planning.

1. Assessment of the Advertising Opportunity

A detailed evaluation of the advertising opportunity is anpart of an ad campaign. This is
necessary to decide the nature andextent of the ad campaign in the target market.

2.Market Analysis

Market analysis gives following information to the advertiser;

1) Factors that affect demand product in the target market.
2) Nature and extent of the ad campaign of the competitors.
3) Legal matters concerned with advertising.
4) Cost of advertising.
5) Increase in sales as a result of advertising.

3. Determining the Advertising Objectives

Setting the goals of advertising is highly essential to decide on the appeal or message
communicated to the targeted audience. The advertising objectives give the advertiser clarity
regarding the basic message to be delivered, the target audience, and the expected results
of the ad campaign.

4. Preparation of Budget
The advertising budget has to be planned so that there is no short of funds or excess of
funds during the process of advertising and also there are no losses to the company.

5. Developing the Ad Strategy

Ad strategy means the plan of actions formulated by the advertisers attain the advertising
objectives. The ad strategy finds out answers to the type of message, media and the criteria
to measure an ad campaign.

6.Media Selection
Selecting appropriate medium for advertising is an important step in the planning of an ad
campaign. The website, TV, newspaper, radio, magazine or other advertising media to place
ad is a crucial decision.

7. Creation of the Advertisement

This step focuses on the content, appeal, structure and format of the message. Advertisers
try to reach out people with their advertisement in a very appealing way by using arts and
interesting concepts.

8. Evaluation of Advertising Results

The advertiser has to pre-test his ads before investing substantial money in an ad campaign.
He has to decide on the criteria to measure the effectiveness of the ad campaign.
Assessment of Advertising Opportunity
Market Analysis
Determining the Advertising Objectives
Preparation of Budget
Developing the Ad Strategy
Media Selection
Creation of the Advertisement
Evaluation of the Advertising Results
Key players in Advertising industry
The key players in the advertising industry are
described below;

1. Advertiser/Client
Advertising begins with the advertiser. The advertiser is the person or organization using
advertisement to convey a product or service related message to the target market. From
the perspective of an advertising agency, the advertiser is known as the client for whom an
advertising campaign is created and implemented. The advertiser makes the final decision
about the advertising campaign, media, budget (fund allocation) and the period of ad
campaign. The advertiser chooses the advertising agency for making and managing the ad
campaign and pays the cash for the services delivered.

2. Advertising Agency
Advertising agencies are specialized institutions that plan and implement advertisement
campaigns for the advertiser (client). The advertising agency possesses the strategic and
creative expertise, resources, media knowledge and talented personnel to deliver the
advertising services to the clients.

3.Media
Media include channels of communication that carry the messages of advertising from the
advertiser to the target audience. Newspapers, television channels, internet and social
media are few examples for the media in advertising.

4. Advertising Suppliers/Vendors
Advertising suppliers are persons and institutions that assist the advertisers, advertising
agencies and media to create and implement advertising campaigns. Advertising suppliers
include artists, scriptwriters, photographers, videographers, directors, printers etc.

5. Target Audience/Customers
Customers of the advertiser are most important parties in advertising. The ads are meant to
influence the buying decisions of the customers. The advertiser and the advertising agency
are required to create ads to impress the customers. Advertising campaigns should be
based on the emotions and sentiments of the customers. If an ad campaign fails to impress
the customers, then it would be difficult forth advertiser to meet his advertising objectives.
Advertisement Agencies
An advertising agency or ad
agency is a service institution dedicated to creating, planning and handling advertising for its
clients. An ad agency is independent from the client and provides an outside point of view to
the effort of selling the client's products or services.

Definitions
According to Philip Kotler, "advertising agency is a marketing service firm that assists its
clients in planning, preparing, implementing and evaluating various activities of advertising
campaign.”

Need and Importance of Ad Agencies

The following points show the need and importance of advertising agencies
in modern marketing;
1. They perform all advertising activities on behalf of the clients and relieve them from the
tensions in connection with advertising planning and execution.
2. They create the ads, plans how, when and where it should redelivered and hands it over
to the client.
3. They will create an ad after collecting and analyzing all information about the product.
4. They will conduct research on the company and the product and reactions of the
customers.
5. They collect feedbacks from the clients as well as the customers and then decide the
future course of action.
6. Advertising agencies bring together people with the required expertise and experience of
the various sub-disciplines of advertising. They maintain a team of experts such as planners,
copywriters, artists, researchers, photographers and directors.

7. Advertising agencies are highly professional. They operate in unique way. Ad agencies
being outside institutions can be objective. They can offer independent viewpoints and
suggestions to the advertisers based on an objective analysis.

Functions of Ad Agencies
The following are some of the major functions performed by
advertising agencies;
1.Ad agencies conduct complete marketing analysis.
2.They develop an advertising plan.
3.They create new promotional ideas.
4. They design ads and write ad copies.
5...They plan and conduct advertising campaigns.
6. They develop and implement a media plan.
7. They book advertisement space and time.
8. They conduct research in order to distribute the message to the public successfully.
9. They collect feedback from the target audience to decide on whether to revise the
message and the media.
Services of Ad Agencies
In addition to the general functions, many ad agencies offer variety of other services. These
include;
1. Public relations
2. Organizing exhibitions and fairs
3. Preparing all kinds of publicity material
4. Planning and organizing special events (event management)Selection of Agency
The following factors influence the selection of advertising agency;
1. Competency
The selection of an advertising agency depends on the competency of the agency. The
needs of the company determine the fitness of the agency. The advertiser chooses an
agency on the basis of performance and merits.
2.Agency Team
The advertiser evaluates the team of experts in the advertising agency. The team includes
management specialists, market researchers, copywriters, media experts, production
managers and art directors. The attitude, thinking, experience and personalities ofthe team
members greatly influence the selection process.
3. Experience and Goodwill
The experience and goodwill are closely examined by the advertisers before selecting a
suitable advertising agency.

4. Services
The range of services rendered is evaluated by an advertiser in order to select a suitable
advertising agency. Small agencies provide limited services while large agencies offer wide
range of services. The greater the range of an agency's services, the more fully it can serve
the clients' needs.

5. Creativity
Creativity is the main element in advertising. If the advertising agency is capable of great
creative efforts, it is selected for the purpose Style, clarity, impact, and action are taken into
account while evaluating creativity.

6. Location
Advertisers have to consult and communicate on various advertising problems. This can be
done quickly and economically, the office of the agency is within easy reach of the
advertiser.

7. Billing and Fees

The fee charged by the agency for its services is a major fact influencing the selection of an
ad agency.

Types of Advertisement Agencies

The important types of advertising agencies are described below.

1. Full service agencies are big ad agencies which perform the full functions in connection
with an advertisement. They manage the entire stages of advertisement. These agencies
employ expert people for different departments/divisions of advertisement. They start work
from gathering data of the advertisement and ends at payment of bills to the media.

2. Interactive Agencies
These agencies use modern forms of communication for ads. They use online
advertisements; messages on mobile phones, social mediate. for delivering ads to the target
customers. The ads produced are highly interactive and innovative.

3. Creative Agencies
Creative agencies concentrate on producing creative and innovative ad for the clients. They
are usually small ad agencies with high end creativity in ad making. Creative boutiques offer
no other advertising services except the creation of innovative ads.

4. Specialized Agencies
These agencies offer their ad services within a certain industry such as real estate, financial
services, medical and educational fields. Specialized agencies concentrate on specific
areas.

5. Media Buying Agencies

They just buy space for ads and sell it to the advertisers or other ad agencies. They arrange
space and time for ads in different television channels and radio stations and ensure that the
ads are telecasted at the specified time and place.

6. In-House Agencies
Big organizations set up their own ad agencies for managing the advertisement related
functions. In-house ad agency is an internal ad agency which works only for the
organization. The responsibilities of an in-house agency are similar to that of a full service ad
agency. One of the major advantages of maintaining an in-house ad agency is that the
organization enjoys full control over the advertising process,

Advertisement Campaign
Definitions
1. According to Dunn and Barban, "an advertising campaign includes a series of ads placed
in various media that are designed to meet objectives and are based on an analysis of
Marketing and communication situation.”

Objectives of Advertising Campaign

1. Building a strong brand image.
2. Increase growth and market share.
3. Influence the buying decision of customers.
4. Support the selling efforts of the brand.
5. Educate consumers.
6. Remind the customers about the brand.
7. Retrieve lost sales.
Types of Advertising Campaigns
The following are the important types of advertising campaigns;
1. Burst Campaign
The burst campaign is a process of aggressive media buying and excessive campaign over
a short period of time. Usually, such campaigns last for three to four weeks. Burst campaign
aims at exposing the product related message to the largest audience possible within a short
period. So instead of spending huge amount of money for advertising for a long period of
time, the burst campaign creates the market and captures the immediate attention of the
audience. Burst marketing campaigns often involve a variety of media, such as television
ads, website promotions.

2. Drip Campaign
The concept of drip campaign was originated from drip irrigation technique in which small
amounts of water are fed to the plants for long period of time. Drip campaign follows a
communication or ad strategy which conveys small pre-written set of messages to the
customers over a long period of time. It is a continuous advertising campaign which attempts
to make a long term impact in the target market. Drip campaign involves sending product
related messages to the target audience repeatedly over long period of time in order to
attract their attention and retain their preference for the brand.

Advertising Campaign Management/Process of Advertising

Campaign

Advertising campaign management involves the following stages;

1. Setting the Advertising Objective: Defining the objective of the advertising campaign is
highly important for an effective advertising campaign. The three major objectives of
advertising are inform, pelican remind consumers about the brand. The advertiser should
clearly state his objectives for creating the appropriate message,

2. Preparing the Budget: Fund available for the advertising campaign critically influences the
nature and duration of campaign. The advertiser has to mobilize adequate funds for the
ad campaign.

Social, Economical and Legal Aspects of Advertisement

positive and negative impacts of advertising on the society. Positive Impact of Advertising
on the Society Advertising serves the society in the following ways;

1.Increases Social Awareness

Advertising not only makes consumers and general public aware product but brings into light
many problems faced by the society. Many companies emphasize on social issues while
propagating the product message. For example, the Times of India Tree' ad. The ad shows
a kid inspiring the mob to overcome an obstacle on the road.

2.Increases Product Awareness

Advertising create product awareness among people. When general public are conscious
about the products, they can products that are best suited for them.

3. Employment Generation
Advertising provides direct employment to a large number of people engaged in designing,
writing and issuing advertisements Indirectly, advertising increases employment
opportunities by increasing the volume of production and distribution.

4. Higher Standard of Living

Advertising improves the standard of living of the people by promoting variety and quality in
consumption. It educates people about new uses of products and provides information for
developing better ways of life.

5. Supports and Sustains the Media

Advertising provides an important source of revenue to newspapers, magazines, radio and
television. As a result public gets news at lower rates and the circulation of newspapers and
magazines increases. Press is the guardian of public opinion and by helping it toremain
independent, advertising promotes liberty and democracy in the country.

6.Encourages Research and Development

Advertising can be successful only when it is backed by new and better products. To derive
maximum benefit from advertising in the competitive market, every producer tries to
differentiate his products from the competitive products. Most companies have research and
development departments to develop new products and new uses. By promoting research
and development, advertising helps in the process of rapid industrialization.

7.Incentive to Progress
Advertising is a great motivating force. People are induced to work hard and earn more to
buy new products brought to their knowledge through advertising.

8.Art and Culture

Advertising promotes the creativity of people required in designing and developing
advertisements. Commercial art is largely the creation of advertising. Advertising provides an
overall view of national life and the way in which people live and work. Advertising also
provides entertainment to the public.

Negative Impact of Advertising on the Society (Social Criticisms

against Advertising)

1. Deception
The relation between the company and customers is maintained if the customers are
satisfied with what they saw in advertisement and what they got after buying that product. If
a company shows a false or deceptive image and an exaggerated image of the product in
the advertisement, then it will damage the relation between the company and the customers.

2. Subliminal Advertising
Capturing the Minds of the consumers is the main of ads. Subliminal ads are made by
advertisers to mislead the consumers This is an unethical way to influence the minds of the
consume The ads are made in such a way that the consumers are unable realize that it has
made an impact on their minds and this results in buying unwanted products.

3. Hidden Costs
Advertising requires a lot of money which are recovered by the companies from the
consumers. When a customer buys a product the price of the product includes
advertisement expenses also. The advertisement expenditure of a company is borne by the
customer:

4. Confuses people
Advertising creates confusion in the minds of people. It can lower the self-confidence of
consumers by making them feel they are not as good if they do not look a certain way or use
a certain product.

5. Corrupts the Minds of Youth

It is argued that advertisements corrupt the minds of youngsters. Advertising promotes
smoking and drinking among youths. In some cases, advertisements promote the youths to
commit crimes and undertake activities at the risk of their lives.

6. Obscene Advertisements
The use of nudity, indecent images, uncultured languages, words and captions in
advertisements degrade the moral values uphold but the society.

7. Attracts People to Harmful Products

Advertising appeals make people to use certain products, which are harmful to health. For
example, alcoholic drinks and cigarettes.

8.Dissatisfaction among Poor People

People with less purchasing power cannot afford to buy articles even though advertisements
create a strong need in them. Thus asection of society remains discontented.

9. Advertising Clutter
Advertising clutter refers to the large volume of advertising messages that the average
consumer is exposed to on a daily basis. The day-to-day life of a modern man is
overcrowded with ads. A person will see or hear hundreds, if not thousands of commercial
impressions, between broadcast, print, Internet, billboards, etc. Uncontrollable crowd of ads
in public spaces is another major problem created by advertising. Highways, bus stations,
public transports, railways, airports, hospitals etc are filled with signboards, hoardings, wall
paintings and all other kinds of ad materials. This disturbs the free movement of the people
and maligns most of the public places.

10. Advertising Promotes Materialism

Modern advertisements are in the heights of commercialization in propagating materialism
and undermining human values. Advertising causes people to place too much importance on
material goods. People are prepared to work long hours, or even turn to crime in order to
gain the goods they like.

11. Makes People Greedy

Advertisements can cause people to be dissatisfied with what they already have, and make
them want more. Being exposed again and again to products which one cannot afford
generates frustration and dissatisfaction.

12. Feeling of Insecurity

Some advertisements create felling of insecurity among the audience by giving fear appeal.
For example, ads of some accident insurance and life insurance create excessive fear. It
promotes the feeling of insecurity in the mind of those persons who cannot afford these
policies.

Economical Aspect of Advertising

The economic aspects of advertising can be studied under the following heads;

1.Effect on Cost of Production

Advertising create demand and expand market size, this necessitate mass production. Mass
production results in various economics of large scale, like better-utilization of fixed
expenses. Availability of good quality raw material at lower price, availability of better
technology and machinery. All these result in lower per unit cost of production

2.Effect on Distribution Cost

Advertising reduces the personal selling expenses (cost of salesforce), as buyers are
already aware and have detailed knowledge of product. Buyers come to purchase the
product at their own. The increase in sales as a result of advertising reduces the distribution
cost per unit.

3.Effect on Price
The supporter of advertising argue that advertising helps to reduce prices Advertising results
in reduction of per unit selling and distribution cost. For example, the reduction in price
occurred in the case of products like television, computers, mobile phones, air-conditioners,
etc.

4.Effect on Demand
In case of new products, advertising creates primary demand by educating the audience
regarding uses of the product. In case of existing products, it increases sales through
suitable appeals. So advertisements create demand. But critics argue that advertisements
simply transfer business from one producer to another producer.
5. Effect on Competition
Advertising promotes competition among different brands of the same product. The
company offering good quality products at reasonable price gets advantages in the
competition. Through advertisements, a brand can communicates its good quality,
reasonable price, sales promotion schemes, and advertising appeals to the target
customers. When one advertiser launches such schemes, other advertiser also follows it. It
promotes competition. Critics argue that large firms create barriers to entry of new firms as
they enjoy economies of large scale and can afford costly and efficient media for advertising

6.Effect on Consumer Choice

Advertising has favorable effect on consumer-choice. Advertisingsive information about

various brand, products available in the market their features, price, place of availability etc.
Consumers can make comparative study of all such choices to purchase most products.
Without advertising it is impossible to know about the various brands. Critics argue that
advertising unnecessarily persuade the prospective buyer to purchase products. Suitable

7.Effect on Business Cycle

Supporters of advertising argue that advertising help in reducing increase their ad
expenditure to manage their falling sales. In boom the extent of business cycles. In period of
recession, advertisers period advertisers curtail ad expenses. They manage to sell their
entire production with less advertising efforts. Critics argue that advertisers over-spend in
boom period and under- spend in recession period.

8.Effect on National Income

Advertising promotes demand, increase productive and industrial activities, promotes growth
in agriculture, Growth in service sector, increase in employment, increase in exports etc. All
these lead to increase in national income.

9.Effect on Utility
Advertising creates time, place and perception utility. In case seasonal products, it creates
time utility by creating demand even in off season period. It creates place utility by creating
demand even in those market areas where the product not earlier sold. It creates perception
utility by making positive image of the product in the mind of the audience. Critics argue that
advertising is not a productive activity and does not create any utility.

10. Effect on Employment

Advertising generates both direct and indirect employment to various persons in the society.
In the modern business scenario, advertising is considered as a big industry. It provides
direct employment to persons engaged in various jobs like copy writers, artists, graphics
designer etc.

11. Effect on Product Quality

Advertising promotes competition and every advertiser wants to succeed in this competition.
Advertiser knows that for long term success in business and for effective rational advertising,
good quality production is must. For this advertisers spend lot of money and other resources
on research to improve product quality. Critics of advertising argue that advertiser is selling
inferior quality products by showing persuasive and deceptive (false and misleading)
advertisement.

Functions of Advertising in a Free Economy

1. Helps consumers to identify products and differentiate them from others.

2.Communicates information about the product, its features, and its place of sale.
3. Induces consumers to try new products and to suggest reuse.
4. Stimulates the distribution of the product.
5. Increases product use.
6. Builds value, brand preference, and loyalty.
7. Reduces the overall cost of sales.

Legal Aspects of Advertising

1. Regulation by the Government

The Government of India devised certain important laws for regulating advertisements. The
following are some of the major lawn enacted by the government which contain provisions to
ensure fair advertising in the country,

1) The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954

The Act prevents advertisements of pharmaceutical products and drugs claiming to cure
diseases. The law clearly states that no advertisement should promise magical cure for any
disease.

2. The Monopolies and Restrictive Trade Practice act, 1969 The Act established strict
measures to stop advertisements which damage the consumer interest and promotes
unhealthy competition,

3) The Consumer Protection Act, 1986

Asper the provisions of this Act, a consumer may file a complaint related to false and
misleading advertisements, which are included under the definition of unfair trade practices.

4) Cable Television Networks (Regulation) Act, 1995The legislations under this Act regulate
the programmers and advertisements transmitted on cable network in India.

5) Drugs and Cosmetics Act, 1940

This law imposes penalties for false and misleading advertising in the marketing of drugs
and cosmetics in the country.
6)The Indecent Representation of Women (Prohibition) Act, 1986
Indecent representation of women in advertisements is strictly prohibited in the country as
per the provisions of this Act. Strict legal actions and penalties will be imposed on
advertising agencies and companies who violate this Act.

7)Motor Vehicles Act, 1988

The Act prohibits advertisements on the sides of road that obstruct drivers and may cause
accidents. As per this Act, advertisers have to ensure that their outdoor ads are not causing
any problems to pedestrians and vehicles on the road.

Regulatory Authorities
The Government has established certain authorities to monitor the operations of different
industries. These authorities are entrusted with sufficient powers to regulate advertising in
the respective fields. Some of the important authorities are;

1) Insurance Regulatory Development Authority (Regulates ads by insurance companies).

2) Telecom Regulatory Authority of India (Regulates ads in communication industry).
3) Securities and Exchange Board of India (Regulates investment ads by companies and
protects the interests of the investors from false advertisements).
4) Reserve Bank of India (Regulates advertisements by banking and financial institutions)
5) Medical Council of India (Regulates advertisements by pharmaceutical companies and
health care institutions)

2. Self Regulation by the Advertising Industry

In order to counter and manage the various issues and criticisms in the field of advertising,
advertisers have established several self regulation measures. These measures aim at
ensuring fair practices in advertising campaigns by companies. Advertising Standards
Council of India is the prominent self-regulation agency set up by the Advertising Agencies
Association of India (AAAI).

Advertising Standards Council of India (ASCI)

The Advertising Standards Council of India was established in1985 by the Advertising
Agencies Association of India (AAAI). The major objective of ASCI is to promote responsible
advertising. Its role is to enhance the confidence of the public in Advertising. ASCI thug aims
to maintain standards in advertising. The Advertising Standards Council of India created a
'Code of Advertising Practices' to maintain the quality and standards in advertising in the
country. All advertising agencies and media channels are expected to follow this code.

Objectives of ASCI
The important objectives of ASCI are as follows;

1.To monitor administer and promote standards of advertising

practices in India.
2. Ensuring the truthfulness and honesty of representations and claims made through
advertising and safeguarding against misleading advertising.
3.To ensure that advertising is not offensive to generally accepted norms and standards of
public decency.
4.Prevent the indiscriminate use of advertising for the promotion of products or services,
which are generally considered as hazardous and unacceptable to society.
5. Ensuring that advertisements observe fairness in competition.
6. To formulate, adopt and modify the code of advertising practices
in India.
7. To administer, promote and publicize the code of advertising
practices.
8.Setting up of Consumer Complaints Councils (CCC) to examine complaints against
advertisements in terms of the Code of Advertising Practices and report thereon.
9.Encourage the consumers and general public to complain against advertisements with
which they may be unhappy for any reason and ensures that each complaint receives a
prompt and objective settlement.

The Code of Advertising Practices

The Advertising Standards Council of India created the Code of Advertising Practices. The
code contains important norms to maintain the quality and standards in advertising in the
country. The purpose of the Code is to control the content of advertisements. The
responsibility for the observance of this Code for self-regulation in advertising applies to all
who create, place or publish advertisements in India. It applies to all advertisements read,
heard or viewed in India even if they originate or are published abroad. The code clearly
states that “advertisements should be truthful and fair to consumers and competitors within
the bounds of generally accepted standards of public decency and propriety. 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”. The ASCI has
issued specialized self-regulation guidelines for the advertising of automotive vehicles, food
and beverages, fairness products, educational institutions and programs and political and
government advertisements.

Key Principles and Standards of Self-Regulation in Advertising

The important principles and standards established by the ASCI Code for self-regulation in
advertising are as follows;

1.Truthful and Honest Representation: The claims in advertisements must be truthful and
honest. Companies should avoid misleading advertisements.

2.Non-Offensive to Public: Advertisements should not be offensive to generally accepted

standards of public decency. Indecent and vulgar ads should be strictly avoided.
Advertisements should not contain anything that cause defamation to women. No Ads for
Harmful Products: No advertisements shall be made for the promotion of products that are
harmful to the society.

3. Advertising promoting crime, causing violence, intolerance etc.in the society is to be

strictly avoided. Advertisements addressed to minors shall not contain anything which might
result in their physical, mental or moral harm.

4. Fairness in Competition: Advertisements should observe fairness in competition. Utmost

care has to be taken while comparing a product with the similar products offered by the
competitors. Advertisements shall not be similar to the advertisements of other advertisers.
An advertiser shall not copy the slogans, theme, images and visual presentations of other
advertisers.

The Consumer Complaints Council (CCC)

. The following are some of the major functions of the CCI;

1. The CCC acts as a monitoring agency which examines the Advertisements in the country.

2. The CCC gives recommendations to advertisers to modify and cancel their

advertisements in case of any violations of the law or the ASCI code of advertising.

3. The CCC receives complaints from the consumers and the general public against ads
which are considered as false, misleading, indecent and illegal.

4. The CCC receives complaints from the Board of Governors (governing body) of the ASCI
against unfair advertisements.

5. The CCC conducts enquiries and investigations based on the complaints received and
adopts adequate measures for the settlement of complaints.

Ethics in Advertisement
Ethics refers to the moral values and principles that influence the behavior of individuals and
institutions. Advertising is subject to moral values and social norms. It exercises
considerable influence on the tastes, lifestyles, and behavior of the members in a society.

Ethics in advertising puts some moral and social responsibility over the advertisers.
Advertising plays a major role in influencing and transmitting social values as a result of its
popularity and dominance in the mass media. Unfair advertising strategies persuade
consumers to buy inferior or substandard products. False and misleading advertisements,
fake claims of product quality are some of the unethical practices in advertising. So
companies have to follow certain ethical standards while formulating their advertising
strategies to protect the interests of the consumers. The supporters of advertising state that
it provides information and facilitates improvements in living standards for the society. But
the critics or opponents of advertising state that it promotes materialism and is more
propaganda (misleading information) than information.

Forms of Ethical Violations in Advertising

Some of the negative aspects of advertising on ethical grounds are as

Follows;

1. Deceptive and Misleading Advertisements

Deceptive advertisements may include oral misrepresentation or pictorial misrepresentation.
In oral misrepresentation, advertisers use fake promises and statements about the product
quality, benefits, price, offers etc. In pictorial misrepresentation, fake images are used to
attract the consumers. 3-D images and graphics are used in ads to attract the customers.
But the real product will be entirely different from the images and videos shown in the
advertisement.

2. False Claims
False claims in advertising give consumers an incorrect understanding or belief about a
product or service being offered. False claims in advertising damage the interests of the
consumers. They trust on the fake claims made by the advertiser and lose their money in
substandard products. Nowadays, many companies use the terms organic', 'natural, pure'
and 'eco-friendly' while advertising their products. But consumers realise that the claims are
false when they buy and use the product.

3. Obscenity in Advertising
The use of nudity, indecent images, uncultured languages, words and captions in
advertisements is a major ethical issue. Most companies see nude images as an essential
thing for promoting the sales of their products. Obscene ads are indecent and degrade the
moral values uphold by the society. Advertisers use obscene images and indecent captions
to increase attention of the people. Most of the advertisers assume that obscene images and
visuals increase the appeal of the advertisement which may increase the likelihood of
purchasing a product. Some advertisers are of the view that obscene ads contribute to the
consumers ability to remember a brand or product.

4. Subliminal Advertising
Capturing the minds of the consumers is the main intention of ads. Subliminal ads are made
by advertisers to mislead the consumers. This is an unethical way to influence the minds of
the consumers. The ads are made in such a way that the consumers are unable to realise
that it has made an impact on their minds and this results in buying unwanted products.
Subliminal advertisements communicate more indirect messages than direct messages. It
provides certain hidden, inner and dual meanings. For example, in most films, smoking and
drinking scenes occur many times. This leads to a thought that smoking and drinking are not
bad and are necessary for maintaining social relations.
5. Surrogate Advertising
it occurs in cases where advertisements of certain products are not permitted by the law.
Certain cigarettes and alcohol companies use this type of advertising. They indirectly remind
people about their brands by advertising other products having the same brand names
Companies use this type of advertising in the case of banned products, They do not
advertise directly for the promotion of such products Instead, ads will be made for some
other subsidiary or products manufactured by the company in the same brand name
Companies manufacturing liquor and tobacco products utilise the possibilities of surrogate
ads in their advertising campaigns.

6. Advertising Clutter
Advertising clutter refers to the large volume of advertising messages that the average
consumer is exposed to on a daily basis. The day-to-day life of a modern man is
overcrowded with ads Uncontrollable crowd of ads in public places is a major problem
created by advertising. Highways, bus stations, public transports, railways, air ports,
hospitals etc are filled with signboards, hoardings, wall paintings and all other kinds of ad
materials. This disturbs the free movement of the people and spoils most of the public
places.
7. Hidden Costs
Advertising requires a lot of money which are recovered by the companies from the
consumers. When a customer buys a product, the price of the product includes
advertisement expenses also. The advertisement expenditure of a company is borne by the
customer,

8. Confuses People
Advertising creates confusion in the minds of people. It can lower the self-confidence of
consumers by making them feel they are not asgood if they do not look a certain way or use
a certain product.

9. Corrupts the Minds of Youth

It is argued that advertisements corrupt the minds of youngster Advertising promotes
smoking and drinking among youths. In some cases, advertisements promote the youths to
commit crimes and undertake activities at the risk of their lives.

10. Causes Dissatisfaction among Poor People

People with less purchasing power cannot afford to buy articles even though advertisements
create a strong need in them. Thus section of society remains unhappy.

11. Promotes Materialism

Modern advertisements are in the heights of commercialization propagating materialism and
undermining human values. Advertising causes people to give too much importance on
material goods. People are prepared to work long hours, or even turn to crime in order to
gain the goods they like.

12. Makes People Greedy

Advertisements can cause people to be dissatisfied with what they already have, and make
them want more. Being exposed again and again to products which one cannot afford
generates frustration and dissatisfaction.

13. Feeling of Insecurity

Some advertisements create felling of insecurity among the audience by giving fear appeal.
For example, ads of some accident insurance and life insurance create excessive fear. It
promotes the feeling of insecurity in the minds of those persons who cannot afford these
policies.

Stereotyping
Stereotype refers to the generalized belief about the characteristics and behavior of people
belonging to different sections of the society. General beliefs about the characteristics and
behavior of males and females are examples of stereotype. Stereotyping is oversimplified
representations of any group in society .
Features of Stereotyping
The important features of stereotyping are given below;

1. Stereotypes are referred to as the common belief about the roles, status, characteristics
and positions of different groups of people in a society based on age, race, religion and
gender.
2. It is a generalized and widely accepted belief about the personal attributes of members of
different categories of people in the society.
3. Stereotype advertisements usually depict certain bias and beliefs about different groups of
people in the society. Ads depicting women in the role of housewives working hard and
continuously engaged in home affairs whereas men (husbands) and children are lazy or
waste their time in games and entertainments.

Examples of Stereotyping in Advertising

The following are few examples of stereotype advertising;

1.In the case of home care products and kitchenware items, women characters play the lead
roles in ads.
2.Male characters dominate in the ads of cars, bikes and automotive.
3. Advertisers of cosmetics and health care products use characters of elder people for
advising the young generation to use the brand, Shampoo, hair oil brands mostly use this
mode of advertising,
4. Food supplements and dental care products use the characters of doctors for
recommending the brand to the consumers.

stereotyping and Misleading Information

Certain ads generally create an impression that cleaning, washing and sanitation jobs at
home are the sole responsibility of women. Ads of different floor cleaner toilet cleaners,
washing powders are best examples. Some ads deplet per men ns weak and incapable of
doing certain work which are largely performed by men. For example, women are not good
at driving cars. But there are some ads which depict men as incapable in doing certain
homely work such as cooking food, preparing coffee, changing nappy pads of babies,
cleaning home, washing clothes etc. Harmful gender stereotypes in advertising are banned
by some nations on the grounds that they cause inequality among genders.

Sensitivity in Advertising
The term sensitivity refers to the ability to learn and understand what other people need and
be helpful, decent and gentle to them. Advertisers must have a detailed understanding of the
social and cultural backgrounds consumers while designing their ads. Anything that affects
the emotions and sentiments of the target audience will degrade the image of the brand. The
themes, messages and slogans used in the ad should not contain anything detrimental to
the interests of the consumers.
Cultural Sensitivity in Advertising
Cultural sensitivity is the awareness of specific cultural factors that influence the design and
implementation of advertising in a target market. The advertisers must be aware of the
cultural environment and develop appropriate messages. It covers language, lifestyle and
behavioral patterns of consumers in the market. Utmost care has Tobe taken by the
advertisers to uphold the culture and heritage of the target audience while advertising. Ads
that defame and degrade the culture of a society are unethical and are punishable according
to law. Moreover, it will cause frustration among the customers that ultimately reduces the
sales of the brand.

Religious Sensitivity in Advertising

Advertisers sometimes use religious themes and images in their campaigns. This is to
impress the customers who belong to a religion. Ad campaigns of companies during
'Christmas', 'Ramadan and Diwali' are few examples of using religious themes, Images and
phrases. But advertisers have to be vigilant while using religious contents in their ads
because anything that appears to insult areligious belief is unethical and a punishable
offence under law, Advertisers should strictly avoid messages, image, symbols andphrases
in ads that are sensitive on the grounds of the faith and belief of a particular religion.

Racial Sensitivity in Advertising

Race refers to a group of people of a particular heredity distinguished from others by social
qualities and physical characteristics, such as hair type, color of eyes and complexion. There
are different classifications of races in the world. Africans, Europeans, Asians, Whites and
Blacks are major divisions of races. Messages, themes, symbols, images and slogans that
intentionally or unintentionally insult a particular race are illegal. An ad degrading a race or
placing a race as supreme over others create racial discrimination and hurt the emotions of
the affected race. Such adware against the principles and ethics of advertising and are
punishable under the law. Therefore, advertisers have to avoid ads promoting racial
discrimination and should strictly avoid messages, symbols, images and slogans in ads that
are sensitive to different races.

Advertising to Children
Advertising is not desirable to children according to the results of the studies conducted by
different child psychologists across the world. They are of the view that advertising targeting
children is unfair because they do not have a clear understanding of the persuasive
intention of advertisements. They consider ads as informative, truthful and entertaining.

Negative Impacts of Advertising to Children

Some of the important negative impacts of advertising to children

are given below;
1. Children might misunderstand or interpret the message of an ad in the wrong way.
2. Children might become aggressive, hostile and adamant to get the product shown in the
ad. If the product is expensive, then the parents will be in a troublesome situation.
3. Children perceive the unreal situations, false images, animations and graphics shown in
an ad as real and may try to imitate them.
4. Ads tend to develop wrong attitude among children and adversely affect their character
formation.
5. Ads may develop unhealthy food habits among children. They may show more interest
towards junk foods that are high in calories with little proteins and vitamins. This may result
in obesity(overweight) and other lifestyle diseases in children.
6. Gender stereotyping and other unethical messages in ads lead children to wrong
perception and learning about their social environment.

Positive Impacts of advertising to Children

Even though advertising, to children has been criticized for the negative impacts, there are
few positive impacts. They are mention below:
1. Advertising offers and learning opportunity for the children, lt gives information regarding
various products, services and technology in the world,
2. Ads of healthy food and beverages help kids to practice good and balanced diet,
3 Ads of hygiene product help children to learn the tips to maintain their body, home and
surroundings nest and clean,
4. Socially relevant ads motivate children to become part of social services and national
development. Many children donated their small savings to the Chief Minister's Distress
Relief Fund (CMDRE) and extended their support to the Rebuild Kerala Initiative of the
Government of Kerala,
5. Environmental protection advertisements increase the attention and awareness of children
towards preserving natural resources and environment
6.Warning and instructive ads that reveal the consequences of alcohol and smoking, help
children to understand the risks associated with the use of such products.
Product Endorsements
An endorsement is a public expression of approval or support for or service. Endorsements
are also known as test usals. Even though ordinary citizens, doctors and other professionals
are endorsing products, most endorsements are associated with celebrities. Film stars and
sports stars make product endorsements. Celebrities enjoy public recognition and respect.
Generally, people pay attention to the words and actions of the celebrities. Companies use
the goodwill of the celebrities for the promotion of their brands. A celebrity is substantially
paid by the companies to be the spokesperson or endorser for a brand. But celebrities have
certain moral oblig8ations. They are required to give factual information about the product to
the public. Exaggerations and misleading statements about a product by a celebrity are
considered unethical. Endorsers must actually have used the product that they are
endorsing.
 MODULE 2
ADVERTISEMENT APPEAL AND MEDIA

meaning and Definition

Advertising appeal is the central theme in the advertising message. It arouses the desires
and addresses the human need that can be satisfied by the product which is advertised.

Definitions

1. According to Lucas and Bnitt, "advertising appeal is defined as any message designed to
motivate the consumer to purchase.”

Essentials of an Advertisement Appeal

An advertisement appeal is a theme in which the advertisement created. There are some
essential things to be considered foran advertisement. They are as follows;

1. It must be conceptually sound.

2. It must be believable. It should not make exaggerated claims.
3. It must be communicative in nature.
4. Consumers must be able to distinguish the message of theadvertiser from the messages
of competing firms.
5. It must be suitable for the product being advertised.
6. It must be interesting.
7. It must be complete.
8. It must contain truthful information.
9. It must be realistic and convincing to the targeted audience.
Types of Appeal

1. Emotional Appeal
An emotional appeal is related to a person's psychological and social needs for purchasing
certain products and services. Many consumers are emotionally motivated to make certain
purchases. Advertisers aim to gain advantage from the emotional appeal. Emotional appeal
includes personal and social aspects

1) Personal Appeal
It includes some personal emotions that drive individuals to purchase products. They are
safety, fear, love, humor, joy, happiness, sentiment, pride, self-esteem, pleasure, comfort
etc.
2) Social Appeal
It covers social factors that motivate people to make purchases and include such aspects as
social recognition, respect, affiliation, acceptance, status and approval.

3) Fear Appeal
Fear is an important factor that can have incredible influence on individuals. Fear is used in
advertising to influence consumers. Advertisement appeal used for the promotion of
insurance products is an example for fear appeal.

2. Rational Appeal
Rational appeal focuses on the practical needs of the consumers. Such appeals emphasize
the characteristics and features that are beneficial to the consumers. It highlights the value,
quality and performance of a product to motivate the rational buyers. For example,
an ad of a car company highlighting the fuel efficiency.

The following are some of the common types of rational appeals;

1) High Quality Appeal

Some consumers purchase Plasma TV, high end models of refrigerators, cars and other
products because of high quality appeal.

2) Low Price Appeal

Consumers may purchase low priced products on the belief that they will perform in the
same way as high priced products.

Long life Appeal

Durability of the products is another major factor of rational appeal. Some consumers are
highly concerned about the working lifeof the products.

a. Moral Appeal
Moral appeals emphasis on rights and wrongs. The advertisements of moral appeal are
designed on social causes. Ads showing equal rights for women, payment of taxes,
donations for the poor are examples of moral appeal.

4. Humour Appeal
Humour has been widely used in advertising due to its power of createIdcing in the
consumers towards the advertisement. Ads of Fevikwik,Cadbury Perk, Cadbury 5 Star,
Cadbury Dairy Milk, Tata Sky, CenterFruit are few examples humour appeal.

5. Beauty Appeal
Beauty appeal is widely used in beauty products, such as soaps, skin cream, shampoo and
fragrances. The advert will often include an attractive celebrity to talk about the product and
say how good itis. It will make a feel among the consumers that if they use the product, they
will be attractive like the celebrity in the ad.
6. Scarcity Appeal
Scarcity appeals focus on limited supplies or limited time period for purchase of products.
They are usually followed while employing promotional tools including gift coupons,
discounts, contests etc.

7. Masculine and Feminine Appeals

Masculine and Feminine appeals are used in beauty products, garments and jewellery.
These appeals try to create the impression of perfect and women .

Advertisement Copy

Advertising copy is the written or spoken message which the advertiser wants to
communicate to the targeted audience through an ad. It is all the written or spoken words in
ad expressed in words or figures designed to communicate the desired message to the
customers .An advertisement copy is the output of the efforts of copywriters and artists. The
meaning of copy varies with type of medium used in advertisement. In a print advertisement
copy is the text or reading matter. It is the voice in a radio and other audio devices. But in
films and TV channels, copy is the visual and the dialogues by the characters. In hoardings
and wall ads, it is the painted matter. Therefore, words, figures, voices, visuals, pictures and
paintings in ads constitute copy.
Definitions
1. According to Stella Mike, an ad copy is the content and context Anime of a message
contained in an advertisement."
2. Mukesh Trehan defines ad copy as "written or spoken material in the ad. It includes
hordlines, main body, sub hoads,pictures, caption, slogans, Information about brand name,
trade-marks, prices, coupons, claims, advertiser's name, logo,
address, phone numbers, website etc."

Objectives of an Advertisement Copy

1.To facilitate the designing of an effective ad.

2.To persuade the reader, listener or viewer to act i.e., to buy a product or service.
3.To create understandable and believable ad for the target market
4.To capture maximum attention of the prospective buyers.
5.To create an idea of advertisement that will help the product to attain a unique image and
position in the target market.
Requisites of an Effective Advertisement copy.
The requisites of an effective advertisement copy are described below;

1. Attention Value
A good ad copy easily attracts the attention of the people. If an ad copy fails in generating
attention value, then, the whole money spent on it will go waste. The advertisement copy
should be planned, drafted and displayed so cleverly that it may compel even the most
casual or involuntary reader to notice it and read it with interest. It should be designed in
such a fashion that the attention of a busiest person maybe drawn immediately.

2. Suggestive Value
Good ad copy offer a suggestion about the use and the utility of the product that may remain
engraved on the minds of the customers. Slogans, Pictures, phrases, visuals, sounds and
songs may be used for this purpose.

3. Memorising Value
Good ad copy enables consumers to remember the name of the product and the needs it
satisfy. The copy of the advertisement should be so drafted and laid out that the product will
stick to the minds of the audience Repetition of advertisement with slogan is an effective
method of creating a memorising value.

4. Conviction Value
Good ad copy should be able to sufficiently convince the consumer regarding the truth of the
message. An advertisement copy can prove effective and achieve the desired end when the
suggestion contained in it is backed by convincing arguments.

5. Educational Value
Good ad copy educates the customer regarding the needs and the products that satisfy the
needs. The object of modern advertising is not merely to satisfy the existing demand but to
create future demand. So a good copy of advertisement should educate the general public
about the uses of the new product or the new uses of the same product.

6. Motivational Value
Good ad copy arouses a desire among consumers to purchase the advertised product. The
most important function of an advertisement copy is to induce, persuade and motivate the
audience to think well of a product and purchase.

7. Emotional Value
Good ad copy uses the words that influence the emotions of the customers. The ad copy
should make a sincere attempt to make an appeal to the emotions of the audience in favour
of the product.

Types of Ad Copy
The following are some of the common types of ad copies.

1 institutional copy
This type of copy emphasizes on the reputation of the manufacturer. Il informs the target
audience the fact that the manufacturer le established enough to give them the right goods
The ad of Indian Oil Corporation Ltd. (Pehle Indian Phir Oil - Indianoll) is an example for
institutional copy.

2. straight selling copy or Reason-why Copy

This copy tells the customer the reason for using the product, The purpose of using the
product and how well this purpose is served by the product are clearly explained in the copy.
The ad of 'SensodyneKapid Action toothpaste' for fast relief from sensitivity pain is an
example for straight selling copy.

3. Narrative or Story Copy

This copy narrates a story that encourages people to buy the product. The ads of insurance
products narrate stories to motivate people to subscribe Insurance policy.

4. Educational Copy
This copy provides valuable scientific or technological information to the target audience.
Such a copy attempts to give an in-depth explanation about the product's features,
advantages, and benefits, The ads of Harpie' toilet and bathroom cleaners are examples for
educational copy

6. suggestive copy
This copy gives relevant information about a product but does not directly place an appeal to
the customers to purchase it or service It simply suggests that if customers buy the product,
they would certainly be benefited by it The ad of "Sunlight Liquid Detergent 'is an example
for suggestive copy.

7. Expository copy
If a copy tells openly and directly all the features of a product or a service with the help of
suitable pictures, photos and diagrams to impress a customer, it is called an expository
copy. Resorts, hotelsand tour companies adopt this type of copy to impress the customers.

8. Comic or Humorous Copy

humorous copies use humors to influence the customers. Humorous appeals are used
extensively in television, radio, and print advertising to attract the attention of the customers.
The ads of Suzuki Access 125', 'Cello Butter flow Pen', Mentos', 'Center Fruit, Cadbury5
Star' and Tata Sky' are some examples of humorous copy.

8. Descriptive Copy
This copy gives detailed information about the product to the target audience. The ad copy
contains lengthy informative message to the customers. This copy is widely used in mail
order business.

9. Questioning Copy
This copy begins with asking questions to the customers. Headline of such copy is in the
form of a question. For example, an old ad of Cinthol' soap begins with the question “I use
Cinthol. Do you?"

10. Testimonial Ad Copy

This copy uses the certification of an individual who has tried and satisfied with the product.
The certification may be in the form of a statement or a letter. The individual may be a
reputed personality or a satisfied customer. Testimonial copy tries to influence the
or a reputed personality. The ads of Boost by Sachin Tendulkar and prospective buyers
through the endorsement of a satisfied customerVirat Kohli, Cadbury Dairy Milk by Amitabh
Bachchan, Sensodynead by Dr.Manju Skariah are few examples of testimonial ad copy.

11. Reminder Copy

This ad copy is an abstract of the detailed ad copy and is shown at frequent intervals to
remind the customers about the product. Reminder ads are very common in T.V. channels.
The ads of Titan watches use a common and popular theme song which reminds the
customers that the product (new model) belongs to Titan.

12. Comparative Copy

When an ad copy compares its product with the product of the competitors, it is known as
comparative copy. Some brands compare their quality, features and benefits with their rival
Brands without mentioning the names of such brands. But, the audience understands
the brands with which the comparison is made by the advertiser. Many detergent and
fairness brands design comparative advertisement copies.

13. Topical copy

This copy is adopted to connect and ad theme some current events. Such ad copies can
easily capture the attention of the customers because current events are fresh and active in
the minds of the customers during the time of the ad. For example, ads of T.V.brands during
the time of Olympics and World Cups.

14. Announcement Copy

This ad copy is used to announce special offers such as price cuts, exchange offer, off-
season discounts etc. This ad copy is informative in nature.

15. Teases Ad copy

This type of copy publishes or broadcasts ads in parts. In the first day a name, question or
image is published. In the second day, some more information will be given to the audience.
The audience will get the final piece of information or the complete idea of the ad in the last
day. This type of ad copy is used to build curiosity and achievement in the minds of the
people.

16. Prestige Copy

This ad copy attempts to create a sense of pride among the audience by purchasing the
product advertised. Luxurious and costly products usually follow this type of ad copy. The ad
of 'Louis Philippemen's apparel is an example for prestige copy. The Upper Crest' and
Rise above the Rest' are the major captions used by the company in us advertisement.

Types of Ad Coples on the basis of Media

1. Print Ad Copy
Ad copies that are specially made for newspapers, magazines other print publications are
known as print copy.
2. Radio Ad Copy
As the name indicates, this ad copy is prepared for broadcasting 4ads over radio. The ads
have audio effect only.

3.TV Ad Copy
The ad copy is prepared for broadcasting ads on T.V. Channels. ads create both audio and
visual impact among the viewers.

4.Outdoor Ad Copy
It refers to ad copies prepared for wall posters, banners,signboards, wall paintings,
hoardings, etc.

Elements of Ad Copy
The following are the major components of ad copies on the basis of the media;

1.Print Ad Copy
Print advertising includes sales brochures, coupons, leaflets, business cards, billboards, flex
banners, hoardings and ads in magazines and newspapers. Some of the major components
of a print ad copy are;

2) Artwork
Photographs, drawings, pictures, graphics and colours are the major attractions of many
types of print ads. Some ads may have only a single picture while others might have several
pictures. Print ads may use computer graphics to represent and manipulate the images in
the ad.

3) Headline
It is the strongest element in an ad. Headline should be powerful enough to draw potential
customers into reading the copy. “Car Insurance at Low Cost", "Save Money" are some of
the examples of headlines. Some ads may have subheads and other title elements as well.
They are used to clarify the idea expressed in the headline.

4) Body
It is the main text of the ad. Some ads use minimum words, a line or two or a single
paragraph to make the body. But certain ads present paragraphs of information in the body.

5) Slogans
They are short, memorable phrases used in an ad. Slogans are the most effective means of
drawing attention to one or more aspects of a product. For example, "Have a break. Have a
Kit Kat".

6)Contact
The contact or signature of an ad may appear anywhere in the ad. It is usually presented
near the bottom. It consists of one or more of the following:
(1) Logo
(2) Advertiser Name
(3) Address
(4) Phone Number
(5) Map or Driving Directions
(6) Web Site Address

7) Extras
Some print ads may have additional special elements such as an attached business reply
envelope, tear-out portion with a coupon etc.

2. Audio Ad Copy
Audio is an effective means of communication used by the modern advertisers. A bit of
sound can be a good way to bring the attention of the consumers to an ad. An audio ad
requires effective script and voice. Advertisers use professional announcers and the voice of
celebrities to read the script of advertisement. The most common audio advertising medium
is FM radio. Telephones, mobile phones and public announcements are the other media in
audio advertising. The major elements of the ad copy in audio advertising are as follows;

1 Announcement
Information about the product, available stores and the company are presented to the
audience by an announcer.

2) Conversation or Dialogue
The ad is presented as a story or conversation between two OT more people.

3) Song
The ad copy may include song or music to explain the benefits of the product.

3. Audio Visual Ad Copy

Audio-visual advertisements include television commercials, Webpage video ads, video
billboards, and any other type of advertising that uses sounds and images. The copy of
audio-visual ad has two parts; one is the audio segment and the other is the visual segment.
Ad copy writing of the audio-visual ad is a technical job which requires the service
professional script writers, cameramen, directors, singers, musicians, choreographers,
models, graphic designers etc. The following are some of the major elements in the ad copy
of an audiovisual ad;

1) Script
It is the backbone of every visual ad. It is the screen play of the advertisement.

2) Music
It is usually included in the ad to make it more attractive, entertaining and easy to remember
by the viewers.

3) Visuals
They help to deliver the ad message clearly to the viewers.
4) Dialogues
The words spoken by the models in the ad communicate information about the product to
the viewers.

5) Expressions of the models

The actions and expressions of the models in the ad must effectively carry the message.

Advertisement Layout
Advertisement layout deals with appropriate and attractive physical arrangement of the
various components of an advertisement.

Definitions

2. According to C.L.Tyagi, "a layout is a miniature sketch of the proposed advertisement."

Elements of Layout

1 Background
An ad requires colorful and catchy background to attract the attention of the people. The
arrangement of background differs on the basis of advertising medium and the nature of
advertisement, Background of an ad must be one that is suitable for the contents of the
advertisement.

2. Heading/Headline
The heading or headline is defined as the title of the advertisement, It is a phrase or
sentence that opens an ad. The purpose of a headlines to catch the attention of the viewers.
The words in the heading should be short. For example, the headline of State Bank of India
is*State Bank of India, With you all the way".

3. Caption
A caption is a brief description given for a picture or an illustration in an advertisement.
Usually, it refers to a text that gives a short explanation to the image in the ad. It clearly
explains a picture in and. The caption used under the picture of Kerala Tourism is "God's
Own Country". Another example is "Pure for Sure" caption used under the logo of Baharat
Petroleum.

4. Catch phrase
It is a word or expression that is used repeatedly and conveniently to represent an idea or
message of the ad. Catchphrases are expressions recognized by their repeated
utterance/usage in the ad.Por example, the catchphrase of Philips is "Let's make things
better “and "Life's Good" by LG.

5. Slogan
Slogan is a sales argument. It is a short, memorable groups of words used in advertising
campaigns. The purpose of a slogan is to highlight a phrase in order to get a desired market
Image Some slogans are created and used for short period campaigns while others are used
as a corporate slogan to be used for long period, examples, the slogan of Pepsiis "Yohl hat
right choice baby! Aha"andthe slogan of Nestle Kit Kat is "Have a break, have a dikat",

6. Illustration
Illustrations are the part of layout that picturizes the basic theme of the advertisement. It has
the power to capture the attention of the reader. Illustration is a visual presentation of the
product. The advertisements become colorful and richer by the use of illustrations.

7. Text
Text or body of the advertisement refers to the general reading matter. It refers to the subject
matter of the ad copy.

8. Product
It refers to the representation of the product offered for sale. The product is presented or
shown with illustrations.

9. Symbol/ Logo
Symbol or logo is the signature of the advertiser. It represents the personality of the
company and its product. Logo is an identification mark of the company and its
advertisement. Viewers can easily recognise the product of the company by seeing the logo
of the company in the advertisement.

10. Price
It is another part of layout. The price of the product should be featured clearly. The price is
usually given in the concluding lines ofthe ad copy

Functions of Layout
The following are some of the major functions of advertisement layout;

1. It combines different elements of an advertisement such as headline, sub headlines,

slogans, body text etc.
2. It gives the advertiser a preview and proof of the advertisement before printing or
broadcasting.
3. It gives the advertiser, the firm, the copy writer and creative teams of the ad to suggest
modification before its final approval.
4. It provides relevant inputs for estimating the total costs of the advertisement.
5. It eliminates arguments and misunderstanding between the company and the advertising
agency.

Principles of Design and Layout

1. Principle of Unity: A good layout effectively combines together different elements of the ad
and facilitates completion. Different elements of the ad are related with each other. Lack of
unity with different elements reduces the quality of the advertisement.
2. Principle of Variety: An ad should not be dull and homogeneously using only one color,
size and shape. The layout should be stylish by the use of ideal combination of colors,
suitable images and arts.
3. Principle of Balance: It deals with the balance between right-side and left side of the ad. It
is the artistic combination of different sizes and shapes that make up an advertisement.
There are two types of balance;

1) Formal balance: In this case, words and pictures on the right-side are equal to the words
and images on the left side of the ad. The right side and the left side match each other in
size, shape and color.

2) Informal balance: In this case, each part of the ad is placed on the page at random. There
is no balance between right-side and left side.

4. Principle of Rhythm: The advertisement must be prepared asper the movement of the
eye. The movement of the eye is from left to right. A person first looks up then he looks
down. So, the advertising idea must move from left to right and from top to bottom.

5. Principle of Proportion: The advertisement must maintain proportion. The entire space
must get divided among the different parts of the ad. The division must not be equal. If all the
parts have same space, then the ad will not look good. More space must be allowed to the
main part of the ad. Less space must be given to the less important parts.

6. Principle of Simplicity: The layout must be simple and easy. It must not look very crowded
and complicated.

Copy Writing
. It is the process of developing innovative idea for catching the attention of the readers,
listeners and viewers of an ad. Copywriting refers to the act of preparing and providing the
written words, audio, visuals, graphics, slogans, catchphrases, captions etc. for an ad.
Advertisement and Sales Management

Types of Copywriting

1. Plain and Informational Copywriting

This is the most basic form of writing where the message is communicated directly without
any decorations. It is simply introducing the product or service without much exaggeration.
The matter is conveyed straight to the target audience so that they can easily grasp the
information regarding the product or service.

2. Storytelling Copy
In this style of copywriting the ad is presented to the target audience with the help of suitable
stories. The audiences are taken through a tale of real-life trials and triumphs. The copy
explains or visualizes a problem with the help of a story and eventually gives resolution. A
good story helps the reader to understand the benefit ofthe product in real life. The ad of
'Asian Paints Ultima Protek' (Fiberin paint ad) is an example for storytelling copy.
3. Conversational Copywriting
In this style of copy, there is a real-life conversation happening. The language is friendly and
conversational. The language is similar to that of two colleagues sitting together for a chat.
The ad will be conveyed during the course of the set conversation. The ad of Muthoot
Finance (Amitabh Bachchan ad) is an example for conversational copywriting.

4. Imaginative Copywriting
In this writing style, similar to storytelling, the audience is taken through imagining their life in
a certain way. The idea is to paint a picture in their minds and make them feel better with the
product or service. The ad of 'Repose Spring Mattress' is an example for imaginative
copywriting.

5. Big-Wig Copywriting
In this copywriting, third-party endorsements are used to convince the target group. It helps
to increase the credibility of the products. The ad of 'Ajay toothpaste' by actress Vidya Balan
is an example for this type of copywriting.

6. Frank Copywriting
Some copy will mention the limitations of the product first. Then it will come to its unique
benefits. Expectations are low at the beginning. But later, the audience is convinced about
the qualities of the product. This approach fosters an honest discussion about what to
expect. The copy is based on honesty and trust where people are given an opportunity to
understand the drawbacks of the product along with its merits. The ad of Tata Ace Mini
Truck' is an example for frank copywriting. The caption used by the company is "small but
powerful".

7. Technical Copywriting
This style of copywriting educates the reader about the product or service. The copy is
prepared with the technical specifications about the product.

Copywriter
A copywriter is the person who comes up with the ideas to create promotional message for
an ad. The job of a copywriter is to create the text for advertisements. He develops copies
for all types of ads such print, audio, visual and audio-visual ads.

Qualities of a Good Copywriter

1. Creativity
It is an essential skill for copywriters. A copywriter has to come up with fresh, new ideas and
find innovative ways for influencing the customers of the client.

2. Good researcher
A Copywriter should be a good researcher. If the copywriter researches the product properly
he can produce a good copy of it.

3.Critical thinking
This quality is necessary to write novel copies for ads.
4. Keen observation
This enables the copywriter to know the needs of the targeted audience. Good copywriters
always want to be the first to identify the needs of the concerned market.

5. Good writing skills

Good written communication is the most important skill that a copywriter should possess. A
copywriter has to make his presentation in an easy and understandable language.

6.Discernment
It is the ability to sense information about the market. This will help the copywriter to create a
copy that would appeal the audience and bring out high response from them.

7. Active listening
Copywriters must closely to the needs of their client. It is through listening that they learn
about the subject and market that they write for.

8.Technical Knowledge
If the job of the copywriter is in technical fields like engineering or industrial products, he
should possess the required knowledge to do his work perfectly.

Process of Copywriting

Copywriters work closely with their clients to create a concept for ad to influence the
prospective buyers and make them buyers. The work of a copywriter is a process which
involves different steps. The following the major steps in a typical copywriting process;

1. Planning
Planning covers all areas of copywriting. The copywriter has to determine the theme of the
copy. He has to clearly analyse, understand and establish the purpose of copywriting during
the planning stage .It is the duty of the copywriter to clearly understand all the relevant
information about the target market.

2. Research
In this stage, the copywriter is required to conduct an in-depth study to collect the
information Inputs for the ad copy. He has to all knowledge gap through a purposeful
research.

3. Organisation

In this stage, the copywriter formulates the concept or ideas forth ad in relation to the
medium selected. A rough copy or an outline or the ad copy is prepared during this stage.
Photos, pictures, graphics, visuals, layout designing etc. are made during this stage.
4. Writing
The copywriter enters into the real job of writing during this stage. First, the copywriter gives
a title or working title for his ad copy. Headopts appropriate style and uses effective
sentences for the ad copy.
5. Checking, Proof reading, Editing and Revision
This is an important stage in a copywriting process. The copywriter thoroughly checks
drafted copy in order to find out mistakes. He also makes series of editing and revisions to
avoid errors in the final ad copy. This step helps the copywriter make the ad copy clear and
Perfect

Copy Testing (Pre-Testing)

Copy testing is testing the effectiveness of an ad copy with the target audience before
broadcasting or operationalizing the ad. The purpose of copy testing is to understand the
reaction of the potential customers to the particular ad. Copy testing is also known as 'Pre
Testing'. It is conducted to predict the performance of an ad before itis transmitted to the
potential customers. It analyses the audience

objectives
. Copy testing aims at achieving the following objectives;
1. To know whether the proposed ad is appealing to the customers or not.
2.To ascertain the communication effect. The communication effect measures the degree to
which the advertisement conveys its meaning to the consumer.
3.To assess the potential of the ad in achieving the specified goals.
4. To know whether the ad stimulate the people to purchase the product.
5. To know the credibility of the ad among the target customers.
6. To know the attitude of the people towards the ad.
7. To gather suggestions from the target audience for making changes in the proposed ad
Advantages of Copy Testing
1. Testing can be done at low cost because it does not cover the whole market.
2. It requires less time to complete the testing process.
3. Timely correction of the ad is possible because the problems found in pre-testing can be
resolved before the launching of the ad.
4. It in highly useful in selecting the best ad copy from the available ad copies
5. It is useful to avoid ineffective ads
6. It reveals the total cost requirement of an ad campaign. This help advertisers to avoid
expensive ad campaigns.

Advertising Media
. In advertising terms, medium refers to a channel of communication. It is the vehicle for
carrying the ad message to the consumers. Advertising media fill the communication gap
between the producer/seller and the buyer. An ad message flows through the ad media from
the advertiser to the target audience.
Media Planning
media planning refers to the process of selecting media time, place and space to
disseminate advertising messages in orderto accomplish advertising objectives.

Definitions
. According to Wells Burnett, "media planning is a decision process regarding use of
advertising time and space to assistin the achievement of marketing objectives."

Media Strategy

Media strategy is referred to as a series of actions that media planners take to attain the
media objectives. It describes how an advertiser will achieve the stated objectives. Media
strategy can be defined as the usage of an appropriate media mix in order to achieve
desired and optimum outcomes from the advertising campaign.

3W Decisions in Media Strategy

An advertiser or advertising agency has to decide 3W's under media strategy. They are;

1.Where to Advertise?
Where the advertisement has to be displayed is an important issue in media strategy. Wide
range of options is available to the advertiser. He can choose from large number of print,
electronic and online media options.

2.When to Advertise
The second W' of media strategy is when to advertise? Deciding an appropriate time for the
advertising campaign is an important part of media strategy. For example, companies
marketing school and college items (uniforms, bags etc.) advertise just before or during the
beginning of the academic year. Air conditioners, Refrigerators and Ice-cream companies
give their ads during summer season. The success of the media strategy depends on the
timing of the ad in the media.

3. Which Type of Media to Use?

There are different types of media such as print, electronic and online media are available
for advertising. Numerous channels or media vehicles are available under each media.
Various television channels or newspapers are different media vehicles under electronic and
print media. Selecting an ideal type media and media vehicle or setting up of a combination
of media for advertising is acritical aspect or decisions in the formulation of media strategy.
The two important media approaches are;

1) Media concentration approach: In this approach, the advertiser selects only a few media
types (generally two or three) in order to cover his target audience instead of using awide
variety of media types.

2) Media dispersion approach. In this case, a wide variety of different media categories is
employed to reach the target customers. Media dispersion approach is adopted when it is
not possible for the advertiser to cover the entire market with few media types.
Key Areas of Media Strategy

1. Media mix
It refers to the combination of media used for advertising in target market. An ideal blend of
media must be constituted for each market for ensuring maximum exposure at minimum
cost. For this a market-media match exercise needs to be conducted and the role coach
medium in contributing to the achievement of media objectives should be decided in
advance.

2. Usage of media
The advertiser has to clearly decide the different ways of using the selected medium. The
usage of media can be explained in terms of buying the space in a print medium,
sponsorship on television, special interest publications and so on. The usage decisions are
taken to extract the best mileage out of the selected media.

3. Geographic allocation

It is the decision regarding the place of advertising. Media planners must allocate advertising
by geography. If a company markets its products nationally, then it can take national
approach in advertising which means advertising in all markets. The decision of
geographical allocation of media is based the market priorities and the differential media
objectives set for such market.

4. Scheduling strategy (Media scheduling)

Scheduling is fixing the timing of an advertisement. The schedule is a plan shows the
number of advertisements that are to appear in each medium, the size of the
advertisements, and the date on which they are to appear. The extent and spacing of the
media activity should be in a time frame. The time decision of an ad depends upon various
factors such as seasonality of sales, competitive advertising and budgetary considerations.

Media Selection
Media selection is the process of choosing the most cost-effective media for advertising,
Selection involves choosing medium or media from different types of media such as news
papers, magazines, radio, television and others. A detailed inter media comparison is highly
essential to select the suitable media from the different media types.

Factors Considered in the Selection of Media

The following are some of the major factors considered by the media planners while
selecting media for advertising;

1. Nature of the product

The nature of the product suggests the type of media to be used. Advertised in a medium
that has a similar or good image comparatively A product having a wonderful branding and
packaging should be with the product. The media planner has to choose the media
appropriate for the brand. Another major aspect is the class of product. A product intended
for industrial use can be advertised in trade related journals and magazines. Mass media
such as television, newspaper, radio etc. are suitable for consumer products.

2.Nature of consumers

The media planner should consider the nature of the target audience while selecting media.
He has to study the exposure and influence of the media in the target audience. The media
planner has to know how many people are exposed to a message by a particular media in
order to evaluate its impact on the target audience.

3. Advertising objective
The media planner has to select a media which is sufficient enough to meet the established
objectives of advertising. For example, if the objective of advertising is maximum exposure
to the target audience, then the media has to select a medium which highest coverage in the
target market.

4. Type of message
A message is designed to motivate a person to action. The media planner must select an
ideal medium for carrying the message to the target audience. For example, if an advertiser
requires visual impact to properly communicate his message to the target audience, then
television is the best medium.

5. Budget
Cost efficiency is very important in media selection. This is because an advertiser considers
the affordability of a mediummedia providing the same services and one is more affordable
than compared to other media. For example, if an advertiser considers two the other, the
advertiser will prefer that cost effective medium.

6.Competitive advertising
The media strategy of the competitors is another major factor influencing the media selection
of an advertiser. In order to counterbalance the advertising of the competitors, an advertiser
has to select the suitable media.

7.Media availability
The choice of media depends on its availability. Media selections effective when the
advertiser enjoys a wide choice of media. He canmake a detailed comparison (inter media
comparison) of the media and select the best media for his ad campaign.

8.Characteristics of media
An advertiser selects media on the basis of their characteristics. There are various types of
media with their own unique characteristics. The characteristics of print media are entirely
different from the characteristics of broadcast media. An advertiser considers the unique
characteristics of all media during the course of media selection.
Process of Media Planning
The process of media planning involves the following steps;

1. Analysis of the Situation

The purpose of situation analysis is to understand the presentsituation of the market. The
analysis is conducted on the basis of size and share of the total market, volume of profit,
competition, distribution, selling methods and advertising practices.

2. Analysis of the Target Audience

It involves identification of the target audience and defining them psychographic
characteristics (interests and buying habits), socio the basis of demographic characteristics
(age, gender etc.),economic characteristics (occupation, social status, income and
purchasing power) and behavioural characteristics (purchasing behaviour).

3. Setting Media Objectives

After analyzing the target audience, the next phase in media planning is the setting of media
objectives. Media objectives are set in terms of the following:

1) Reach or coverage: The number of people to be covered or exposed to an ad during a

given time period. For example a goal can be set to reach maximum number of consumers
in the target market.

2) Time: It is the time to deliver an ad to the target audience. For example, an Air Condition
manufacturing company may set an objective to advertise during the summer season.

3) Frequency: It is the rate of occurrence or exposure of an ad. For example, the number of
times an ad is played in a T.V. Channel in a day.

4) Schedule: It is the time table or calendar of an ad. Schedule tells the period of running an
ad. It can be continuous or seasonal. For example, a company may set an objective to
deliver the ad regularly in all days) to the target audience.

5) Cost: It is the consideration of funds required for advertising. In the setting of media
objectives, cost is an important factor considered by the advertisers. For example, a
company may set a goal to maximise the reach of an ad the greatest number of people at
the lowest possible cost.

4. Media Strategy
The advertiser or the company has to formulate appropriate media strategy for the target
market. If the media strategy is effective then the advertising objectives can be easily
attained. Poor media strategy results in the failure of an advertising campaign. A media
strategy is considered good and effective if it makes a right combination of media at right
time at minimum cost for advertisement campaign.

5.Media Selection
The advertiser has to choose the media for implementing the media strategy. The media
includes print, electronic and online media. Under these three categories of media, there are
different media choices are available such as different newspapers, magazines, radio
stations, television channels, websites and social media.

6. Selecting the Specific Media Vehicles

After the selection the suitable media, specific media vehicles within each medium must be
chosen. A media vehicle is referred to as a specific carrier within a medium. For example, if
a company selects to advertise in newspapers, then the newspaper The Hindu is a vehicle in
that medium. In the case of electronic media.

7. Media Buying
Media buying is an advertising term which is used to denote a process of purchasing space
in media to meet the media plan requirements at the reasonable costs. Buying adequate
space in a newspaper to place the ad of a product is an example for media buying .Media
buying is buying advertising space from a company that offer media services. The cost of
media buying varies depending on the type of the media selected, the space, time and the
frequency of the ad.

8.Executing the Programme

After the selection and buying of the media and specific media vehicle, the advertiser has to
prepare the ad copies suitable for the selected media and kick off (implement) the ad
campaign.

9.Follow-up and Evaluation

Adequate follow-up and evaluation is necessary to ensure that the implemented media plan
is performing as per the set media objectives. This helps the advertiser to know the success
or failure of his media planning and strategies. Systematic follow-up and evaluation helps the
advertiser to make adequate corrections and modifications in his media plans.

Importance of Media Planning and Selection

The following points show the importance of media planning;
1.Precision in the Ad Campaign
Media planning helps to bring precision in the ad campaign by facilitating communication of
right message to the right people, in the right place, through the night media, with the right
message, in the right environment and at the right cost. Absence planning may result in
communicating wrong messages, delivering the ad to wrong people selecting the wrong
media at high cost.

2. Optimum Use of Resources

Planning helps the advertiser to select the most appropriate media to place an ad in
sufficient frequency to reach maximum number of target audience at the lowest cost. So the
advertiser can obtain maximum benefits from an ad with minimum use of his resources. In
the absence of media planning, an advertiser may select a costly media having limited
coverage.
3. Creation of Best Media Mix
Advertising on a particular medium may not be useful for a company. It has to depend on
different types of media for advertising Media planning helps the advertiser to create a
suitable mixture of media for a company (product) on the basis of coverage and cost.

4. Proper Allocation of the Advertising Budget

Media planning helps the advertiser to allocate funds for advertising on different media. It
helps companies to spend right amount of money for the right media.

5. Helps in Control
Media planning fixes certain standards of performance. It usually fixes the number of people
to be covered or exposed to an ad during a given time period. This helps the advertiser to
evaluate the efficiency of a media by comparing the actual coverage with the targeted
coverage.
Problems in Media Planning

1. Insufficient Information
Media planners usually face insufficiency of information even a great deal of information
about markets and the media available. Insufficiency of relevant information may lead to the
failure. Of media planning,

2. Difficulty In Comparing Different Media

There is large amount of inconsistency in the cost computation of different media. For
example, in the case of print media cost is computed on the basis of cost per word. But in
the case of broadcast media, it is cost per second of the ad. These inconsistencies between
the different media makes the inter media comparison at the time of media selection, more
complex.

3. Difficulty in Measuring the Media Exposure

It is difficult to measure the number of persons exposed to a particular media. For example,
problems in measuring the total number of persons watching a particular T.V. programme.

4. Time Pressure
Usually, advertisers are forced to act in hurry in order to counterbalance the ads of the
competitors. In such situations, media selection decisions may be made without proper
planning and analyses of the markets and media.

5. Lack of Expertise
Media planning requires the service of highly competent persons in the field. If the media
planner does not have sufficient skill and knowledge then it will reduce the quality of
planning,

Types of Media

1.Print Media
Print media is one of the oldest and basic forms of monthlies and other forms of printed
journals. Print media has the communication. It includes newspapers, weeklies, magazines
advantage of making a longer impact on the minds of the reader, with more in-depth
reporting and analysis. Print media is relatively cheap and does not require access to any
technology for using them.

Advantages
The following are the major advantages of print media;
1) It is less costly compared to broadcast media.
2) It is highly useful for targeting educated group in the target market.
3) It is useful to give detailed information about a product or service to the target audience.
4) Different types of print media (newspapers and magazines) have a loyal readership. This
can be very useful for advertisers as compared to other advertising media.
5) In the case of targeting a particular geographical area, print media is useful. For example,
a local newspaper would be a best medium to advertise about a new product in the market.

Disadvantages
The major drawbacks of print media are;
1) Print media do not have wide reach compared to broadcast media which can target a
global audience.

2) Print media cannot offer the audio and visual impact required by an audience.

3) Print media requires a long time to disseminate information to the people. Information may
become obsolete by the time it appears on the print media.

4) It is difficult to schedule advertisements for publications that run monthly or quarterly. The
advertisers have to fix the date and time of the ads in accordance with the publication
schedule of the magazines.

5) Ads through print media will be effective only when the target audience have the time and
desire to read.

2. Broadcast Media
Broadcast media usually refers to media such as TV and Radio. Broadcasting is the
distribution of audio and video content to a dispersed audience via any audio visual medium.
Broadcast media help advertisers to reach a very large number of audiences and give their
products instant popularity.

Advantages

1) They reach a large audience compared to print media.

2) The advertisers can give audio and visual impact to the target audience with the help of
broadcast media.
3) The advertisers can make a fast delivery of ads through broadcast media.
4)Ads in a broadcast media can be easily modified, adjusted even deleted immediately.
5)In broadcast media the viewer does not have to be actively involved to receive message.

Disadvantages

1) Broadcast media are expensive compared to print media.

2) Ads may not get the attention of the audience as they click other channels or stations.
3) The exposure of the ads depends on the rating of the programmes and viewership of the
medium.
4) Broadcast ads are usually short and so they do not convey more about the product.
5) If television advertisements are not creative then people do not show interest to see them
and do not buy the products.
6) Producing a broadcast advertisement involves hiring scriptwriters, actors, announcers,
video editors, or an advertising agency. So, it is a complicated procedure.
7. Outdoor Media
Outdoor advertising media help advertisers to make promotional displays outdoors to
popularise their products in the target market, It is the advertising in open-air. Types of
outdoor advertising include billboards, hoardings, signboards, posters, ads on the interiors
and exteriors of buses, taxis and business vehicles.

Advantages

1) Outdoor ads give 24-hour exposure to the public eye.

2) Outdoor advertisements are one of the most cost efficient ways to reach potential
customers. It is less expensive compared to print and broadcast media.
3)Advertisement Appeal and Media
Outdoor ads get more attention of the people compared to ads in newspapers, TV or radio.
People are exposed to an outdoor ad whether they like it or not. They naturally focus on
outdoor advertisements when jammed in traffic or waiting at the bus stop.
4)Outdoor ads work on the advertising principle of frequency. Outdoor ads usually stay in a
spot for a period of a month or more and people see the same message a number of times.
5) It is highly useful to deliver product messages to people in a particular geographic area.
Disadvantages

The following are some of the major drawbacks of outdoor media;

1) Outdoor media offer a very low exposure time.

2.They draw only seconds of a reader's time.
2) Messages in an outdoor ad must be brief to fit in the limited exposure time.
3) Lack of availability of suitable outdoor advertising spaces is a problem major problem of
outdoor media.
4) It allows the advertiser to deliver only simple and short messages. Small space for text,
phone number, location map and other details.
5) Anti-environmental if the advertiser has to chop off trees for visibility.
6) Hazardous during strong wind, can cause damage to life and property.
4. Direct Mail Advertising Media
Direct mail advertising sends advertising messages to target consumers through the mail,
either addressed to pre-selected individuals or unaddressed and delivered to pre-selected
areas. Direct mail advertising includes advertising through postcards, letters, mailers,
circulars, samples, catalogs, CDs and other commercial merchandising materials.

Advantages

The major advantages of direct mail advertising media are as follows,

1) Direct mail ads can be prepared quickly. The advertisers can prepare and mail a small
promotion within days or weeks
2) They can generate quicker response from the target audience The inclusion of an order
card and return envelope makes convenient for the consumer to respond to direct mail.
3) With the help of carefully developed mailing lists advertisers can be more selective in
targeting their audiences compared to most other media.
4) Direct mail media are useful to hide the advertising strategy of a company from its
competitors. With the help of direct mail media. Advertisers can run confidential ad
campaigns.
5) Direct mail media are more personal. They address consumers by name. The message of
the sales letter is directed at a particular person in direct-mail campaigns.
6) Direct-mail advertising is cost effective. Advertisers can easily design colorful or eye-
appealing brochures with their computers and print thousands of copies affordably with the
help of their printers.
7) The results of direct mail media campaign are highly measurable by comparing the
promotion mails to the customers and the responses received from them.

Disadvantages
The following are the major drawbacks of direct mail advertising medias
1) The costs of designing effective direct mail advertisements can be high, if the advertisers
want the expert services of professional

2.consumers may treat mailings from companies materials. A lot of it will go directly into the
garbage.

3)Many consumers are inception of the reliability of products advertised through direct mail.

3)Most direct mail ads fall because of low response from the consumers.

4) Advertising in this media requires detailed mailing list of customers. Errors and lack of
regular updations in the mailing list reduce the success of ads through direct mail media.

5. Internet Advertising
Internet or Online advertising is a form of promotion that uses the Internet and World Wide
Web to deliver ad messages to attract customers. Different forms of online advertising are
contextual adson search engine results pages, banner ads, blogs and social network
advertising. A major benefit of internet advertising is the immediate publishing of information
that is not limited by geography or time.

Objects of Internet Advertisement

The major objects of internet advertisement are as as follows;

1. Mass publicity and promotion

Internet ad facilitates communication of product related messages to a large number of
people. Extensive brand promotion is an important objective of internet advertisement.

2. Effecting interactions
Internet ads aim at increased interactions with the customers through online and these
interactions result in better relations and increased sales.
3. Maximising offline sales
Internet ads focus on increasing the offline sales of the company through the use of a digital
coupons or vouchers.

4.Increasing online sales

Internet advertisement aims at growing sales through the website of the company More and
more customers visit the website of the company for product details and online purchases.

5.Provide information
Essential brand information can be easily conveyed to the customers with the help of
internet marketing. The brand can send messages to the potential and loyal customer
through this medium of advertisement. Internet advertisement is relatively quick, easy and
has a more significant impact on the customers.

Advantages of Internet Advertising

The merits of advertising through internet are as follows;
1) The internet ads give the products a wider coverage.
2) The cost of ads through internet is more affordable than other media.
3) Online ads are much faster than offline ads.
4) In internet advertising the advertisers are able to convey more details about their products
to the audience.
5) It is easy for the audience to give their responses to internet ads compared to ads on
other media.
6) The ads through internet can be modified or updated very easily.

Disadvantages of Internet Advertising

The major disadvantages of internet media are;

1) Internet ads reach people who have access to computers and internet.
2) Consumers can avoid or bypass most of the ads in internet.
3) Ads in internet may create a negative impact on the consumers by distracting them when
they browse internet seriously.
4) The internet consists of numerous websites. It is not possible for the advertisers to
broadcast their ads in all websites.
5)Overload of ads is major problem of internet. When people see too much ads, they choose
to ignore them.
6. Other Media
1)Film Ads

Film or Cinema advertising is a very effective way of delivering product related message to
the target audience. It possesses a large potentiality to generate huge response from the
public because the viewers are forced to watch advertisements while watching films. Film
advertising medium enjoys both audio and video effects which help the advertisers to easily
catch the attention of the audience. The major drawback of film advertising is that it
communicates message only to people who come to the cinema halls.

2) Point of Purchase Ads (PoP Ads)

Consumers are making their buying decisions in the store. Point of Purchase advertising
refers to advertising at the place and time of purchase. It is also known as 'In-store
advertising'.

3) Tele Advertising
The advertisers use telephones and mobile phones as the media for ads. Product messages
are delivered to the prospective buyers through telephones or mobile phones as 'cold calls'
(phone calls tomarket a product) or SMS.

4Yellow Page Advertising (YP Ads)

Yellow pages are telephone directories of business enterprises. As the name suggests, such
directories are printed on yellow color Permission Marketing

Definitions

According to Kavassalis, “permission marketing is a non- traditional marketing technique that

advertises goods and services when advance consent is given."
Features of Permission Marketing

The basic features of permission marketing are as follows;

1. It is obtaining permission from prospective customers for sending product related

messages.
2. It is the delivery of anticipated (required) product information to the interested customers.
3. The information given to the customer is personal and is specially meant for him.
4. Only relevant information is communicated to the customer.
5. Uninterested people are avoided from the marketing and advertising campaigns.

Tools of Permission Marketing

Some of the major tools of permission marketing are given below:

1 Email: Sending mails to prospective customers for obtaining permission.

2.Short Message Service (SMS): Sending text messages to prospective customers in order
to seek their permission for conveying relevant product related information.

3.Rich Site Summary/Really Simple Syndication (RSS) Feed: It is a web feed which allows
users to access updates in websites in an easy to read format. RSS is a format for delivering
regularly the changing web content. It feeds the user with the latest information and updates
from his favorite websites.

4. Loyalty Programmes: These are programs through which loyal customers sign up for free
coupons membership and gift cards. Companies motivate customers with discounts,
rewards, membership etc.

Steps in Permission Marketing/Process of Permission

Marketing
The steps in the process of permission marketing are described below;

1.The permission marketer (the firm or the seller) has to offer the prospective customer
some incentives for obtaining his permission for sending to him relevant product related
messages and information. The incentives include discount coupon or gift voucher to the
prospective customer.

2.The permission marketer has to effectively utilise the permission granted by the customer
by teaching him about the product or service offered.

3.The permission marketer has to reinforce the incentives already offered in order to ensure
that the prospective customer maintains the permission given to him.

4.The marketer is required to offer more incentives to gain even more permission (consent
for communication and interaction) from the prospect as the relationship continues.
5. Finally, the marketer changes the behavior of the prospective customer and leads him to
the purchase of the product.

Advantages of Permission Marketing

The following are the important advantages of permission marketing;

1.It helps a firm to transform a stranger into a friend and a into a valuable customer.
2. Properly gained and used permission benefits both the marketer and the customer. The
customer gets relevant information to make his purchase decisions. The marketer gets the
opportunity to concentrate his efforts towards those people who are most likely to buy
3.Permission marketing employs less expensive online tools such as social media, search
engine optimization, e-mails, etc.
4.It reduces the cost of marketing by concentrating on prospective customers who have
shown interest in product related messages and interactions.
5.Permission marketing allows a firm to make personalized campaigns. A firm can target
specific audiences according to their age, gender, geographical location, etc.
6.It easily converts permission for product communication with a prospective customer into
profitable business relations (sales).
7.It facilitates long term relationships with customers through the usage of social media and
e-mails.
8.Permission marketing only sends information to those who are anticipating the information.
Therefore, the prospects who receive the information feel less discomfort.
 Module -3
ADVERTISING RESEARCH
Definitions

According to Wikipedia, "advertising research is a systematic process of marketing research

conducted to improve the efficiency of advertising."

Features of Advertising Research

The important features of advertising research are as follows:

1. It is a part of marketing research.

2.It is conducted to make a systematic gathering and analysis of information to develop
appropriate advertising strategies for an organisation.
3.It is conducted to examine the possible communication problems before the beginning of
an advertising campaign.
4. Advertising research is applied to examine the quality of advertising messages, media and
media vehicles used in an advertising campaign.
5. It examines the product awareness and knowledge of the customers after the advertising
campaigns.
6.It evaluates the changes in the attitude of customers after the advertising campaigns.
7.It examines the buying behaviour of customers and volume of sales after the advertising
campaigns. Decisions.
8.Advertising provides valuable information for advertising

Objectives of Advertising Research

Advertising research attempts to achieve the following objectives,

1To improve the efficiency of an ad or ad campaign.
2.To know how the advertising campaign of a firm works.
3.To understand how consumers take and use the message in an ad.
4. To evaluate the impact of media used in an ad campaign.
5. To know the infuence of message used in an ad on the target audience.
6. To monitor the performance of an ad campaign in the target market.
7. To identify the deficiencies of an ad campaign.
8. To avoid wastage of money in ineffective ad campaigns.

Need and Importance of Advertising Research

. The following points show the importance of advertising research;
1. It helps the advertisers in making better and more informed advertising decisions.
2. It gives information on consumers' product usage, brand attitudes and media preferences.
3.It gives information about the reactions of customers to different types advertising appeals.

4.It helps to know the effectiveness of different ads in drawings customer attention, building
brand image and communicating message.

5.It pinpoints weak elements within an ad and gives measures to improve its performance.

6.It identifies elements that are necessary for an ad campaign using different media.

7.It provides a framework for creating effective ads.

Measuring the Effectiveness of Advertising

The goal of advertising is either increase in sales or building unique image for a brand in the
target market. So the measuring of the effectiveness of the ads or ad campaigns in
accomplishing the established goals is a crucial issue in advertising. It is essential for the
advertiser to know the rate of return generated by an ad in relation to the amount of money
invested. Effectiveness evaluation helps the advertiser to make a cost benefit analysis of
each ad campaign. He can avoid ineffective ads and wastage of money through a
systematic valuation of the ad campaigns. Effectiveness evaluation is important to know the
various factors influencing the success or failure of an ad.
Need and Importance of Measuring the Effectiveness

The need and importance of measuring the effectiveness of advertising are described below;

1. Improve Sales and Profits

A slight change in advertising campaign may lead to significant change in sales and profits.

2. Facing Competition
A rational evaluation can provide a company with an edge of its competitors.

3. Control
Evaluation is required to exercise control over money spent on advertising.

4.Effective Ads
Through a systematic evaluation, companies can produce effective ads.

5.Avoids Wastage of Money

It is said that 'half the money spent on advertising is waste'. But effectiveness evaluation
helps to identify the wasteful (ineffective) part of an ad

6.Feedback for Remedial Measures

Testing effectiveness of advertising provides useful information to the advertisers to take
remedial steps against ineffective advertisements.

7. Cost Benefit Analysis

Effectiveness testing helps the advertiser to get a clear picture of the cost involved and
return produced by an ad.
8. Understanding the Communication Effect
The main purpose of advertising is to communicate the relevant information about a product
to the prospective buyers. The effectiveness of the advertisement can be measured in terms
of its communication effects on the target audience.

Advantages of Measuring Advertising Effectiveness

1. Avoids costly mistakes

Companies are spending crores of rupees to advertise their Products. A systematic
evaluation the effectiveness of the advertising programmes helps them to ensure that this
money is not being waste in ineffective ads.
2.Helps to evaluate alternative strategies
A good evaluation programme helps companies to analyse the effectiveness and the
opportunity costs of the chosen ad programme. This helps companies to know the potential
profits that would ha come about if they have adopted an alternative programme of ad.

3. Increases the efficiency of advertising

A systematic effectiveness evaluation helps companies to ensure that the message the
consumers are receiving from an ad programmes the best. It helps companies to adopt
implement suitable ad programmes and cancel unproductive ads.

4. Helps to understand customer reaction

A good evaluation programme helps companies to analyse the consumer's reaction to an ad
and its effects on the sales and image of the company.

5. Proper monitoring
A good evaluation programme helps companies to properly monitor the advertising activities.
It closely examines all aspects of an advertising campaign.

Constraints/Limitations in Measuring the Effectiveness

The following are some of the important constraints in measuring the effectiveness of
advertising;

1. Cost of measurement
The most common reason that companies provide for not measuring their advertising
effectiveness is the cost of conducting a measurement program. Most companies believe
that the money spent for measuring the advertising effectiveness can be utilised for creating
more advertisements or improving their products.

2. Disagreements on what, when and where to test

Disagreements are very common in the evaluation programmes while determining what,
where and when to measure the effectiveness of an advertising programme.

3. Problems in testing
There are various methods in practice to measure the effectiveness of advertising. All these
methods have their own merits and demerits. A method suitable for evaluating an ad may
not be suitable for another. Selecting an appropriate method is a crucial issue faced by
companies. Effectiveness measurement is not a clerical work. It requires the service of
experts in the field. In some cases evaluation process can be very complicated.

4. Time intensive process

Measurement of the effectiveness of advertising is not an easy and simple process. It is a
lengthy and time consuming process. The decision makers have to wait for long in order to
get the results of the effectiveness tests. This causes delay in making important advertising
decisions.

5. Objection of creativity
An important rule of advertising is that that the more creative the ad, more likely it is to be
successful. Sometimes, advertising agencies may differ with effectiveness testing because
of the feeling that the tests used for measuring the effectiveness may interfere with their
creativity and reduce their freedom in the creative designing of the ads. The success of an
ad is highly depends on its creativity. Therefore anything that reduces the creativity of
advertising also reduces its chance of success.

Methods of Measuring the Effectiveness of Advertising

1. Pre-Testing (Copy Testing)

2. Post Testing
3. Concurrent Testing

1.Pre testing ( copy testing )

If an evaluation of an ad is made before it is transmitted potential customers, it is known as
pre-testing. This type of testing is useful to correct or modified before it is actually placed
before the consumers. Pre-testiness known as Copy Testing.

Methods of Pre-Testing
1) Focus Group Sessions
Members from the target market are invited to participate in the focus group session. The
proposed ad is presented before them an discussion is initiated on the topic. Usually a
skilled person will moderate the session and note down the opinions and suggestions of the
focus group. Focus group sessions are exceptionally useful gathering preliminary
impressions and evaluations of the ad and ad concept.

2) One-to-One Interviews
This involves one-on-one discussion with the respondents from the target audience. The
success of this method depends on efficiency of the interviewer. The ad copy is discussed
with then respondent and collects his valuable information and ideas about the ad.

3.Consumer Jury Method

This method involves the exposure of advertisements to a sample of jury constituted from
the prospective buyers. The opinion and reactions of the jury on the ad are collected and
recorded.
4) Sales Area Test
Under this method copy testing is conducted in the markets selected for testing purposes.
The impact of the testing is evaluated by actual sales in the selected markets.

5) Questionnaire Method
It is a list of questions related to the advertisement. The questionnaire provides space for
answers. The draft of an advertisement along with the questionnaire is sent to a group of
target consumers or advertising experts. Their opinions are collected and analysed to find
out whether the proposed advertisement is satisfactory or not.

6) Recall Test Method

Under this method, advertising copies are shown to a group of prospective buyers. After few
minutes they are asked to recall and reproduce them. This method is used to find out how
far the advertisements are impressive.

PACT Principles of Copy Testing

In 1982, twenty-one major U.S. advertising agencies issued a public statement called PACT'
(Positioning Advertising Copy Testing). PACT represents the underlying principles a good
copy testing system. These principles are as follows;

1.The testing method should provide measurement which are relevant to the objectives of
the advertising.

2.A good copy testing system must clearly specify about the use of results in advance of
each specific test.

3.A good copy testing system provides multiple measurement because single
measurements are generally inadequate assess the performance of an advertisement.

4) A good copy testing system is based on a model of human response to communications.

5) A good copy testing system does not make hurry in reaching conclusions. The
experiments are repeated several times arrive at a conclusion.

6) A good copy testing system avoids bias during the conduct of the testing process.

7) A good copy testing system applies careful judgment during the course of testing.

8) A good copy testing system recognizes that a more finished piece of ad copy can be
evaluated more soundly.

9) A good copy testing system ensures that the samples selected are representatives of the
target audience.

10) A good copy testing system demonstrates reliability and validity.

2. Post Testing of Ads
Post testing is an evaluation procedure conducted after the real transmission of an
advertisement to know its effectiveness and impacton the target audience. Post testing is
conducted in real market conditions after the circulation or broadcasting of an ad. Post
testing is concerned with finding out information about how well the advertisement has
succeeded in achieving its objectives. It tests the reach and impact of an advertisement after
it has been released. Pre- testing and Post-testing are complementary to each other. Areas
to advertising that are pre-tested can also be post tested.

Objectives

1) To evaluate the impact of an ad on the target audience after its release.

2) To collect information for improving future ads.
3) To assess the benefits derived from an ad in relation to its costs.
4).To know the communication effect and sales effect of an ad.
5)To facilitate the production of consumer oriented and result oriented ads.

Pre -Testing Vs. Post-Testing

The following are the differences between Pre-testing and Post Testing

1. It evaluates an ad before its release. It is evaluation of an ad after its release.

2.It is known as pre placement. It is known as post placement evaluation.

3. The results are useful for making the adequate changes in the proposed ad. The results
are useful for improving future ads.

4. It attempts to know the ability of a proposed ad to produce the expected results. It

measures the actual performance of an ad in the target market.

5. It saves the money of the advertiser by avoiding ineffective ads. It helps in planning future
ads.

6. It tells what the ad might achieve. It tells what the ad has achieved.

7. Test is conducted within the boundaries of the existing knowledge. Test is conducted
within the context of the market.

8. It indicates the likely impact and effectiveness of the ad. It indicates the actual impact.

Advantages of Post Testing

1) It gives more accurate results as it is conducted after the release of an ad in real market
situations.
2) Post testing is ideal when the market area is small.

3) It gives facts and figures about the gains generated by an ad.

4) It tells the advertiser whether an ad has attained its objectives or not.

5) It gives valuable information to the advertisers in the planning of future ads.

Methods of Post Testing

1) Recognition Test
It determines the readership of advertisements in the publications and is conducted by
personal interviews with readers of magazines or newspapers. This test is also known as
'readership test'. In this method, the interviewers locate the readers of the particular issue of
a magazine or newspaper. They, then, go through the magazine page by page with the
respondent indicating those ads which he or she recognize as having read. The test may
also try to obtain quantitative data regarding the parts of an advertisement which were seen
or heard.

2) Recall or Impact Test

The recall test is designed to measure the impression of readers, viewers or listeners of the
advertisement. If a reader, viewer or listenen has a favorable impression of the
advertisement, he will certainly remember something of the advertisement. The impact of the
ad is tested by interviewing the target audience after the advertisement is appeared in the
newspapers, T.V. channels or radio.

3) Inquiry Test
This test is conducted to know the impact of an ad on the basis of the inquiries received from
the target audience after the appearance of the ad in various media. In some cases, people
may send voluntary comments to the advertiser. In other cases, the response may be
stimulated by the advertiser. For the purpose of conducting test, the advertiser may request
for reply from the target audience by couponsor by offers in the ad. For example, lucky draw
or offering special discounts for persons submitting the coupons attached with the adat the
time of purchase.

3. Concurrent Testing
Concurrent Testing is done when the ad is running or in progress. Itis conducted during the
execution of the ad campaign and allows the advertiser to modify or cancel the ad. The
results of this test give information about the deficiencies of an ad in real time which helps
the advertiser to take correct the ad immediately. So concurrent test useful tool for
evaluating the effectiveness of an ad campaign.

Methods of Concurrent Testing:

1) Tracking Studies
Tracking studies are a sort consumer surveys with the help of series of interviews conducted
with the target audience. The interviews are conducted throughout the entire ad campaign
period. This helps the advertiser to clearly understand the degree of impact of the ad among
the target audience in the real time. Tracking studies track communication effect of the ad,
awareness, attitude, product usage and satisfaction of the customers. They are designed to
keep in close contact with what consumers are thinking.

2) Coincidental Surveys
Coincidental surveys measure advertising and media usage while consumers are exposed
to the media. Coincidental studies are basically used for broadcast media such as T.V. and
radio. Random calls are made to the consumers to know what channels or programmes they
are watching and whether they have seen or listened the ad. This helps the advertiser to
determine whether the consumers have noticed his ad or not.

3) Consumer Diary Test

Advertiser issues diaries to the selected consumers in the target market during a campaign.
The consumer records in the diaries activities such as brand switches, media usage, brand
purchased, use of coupons and exposure to competitive promotions.

4)Pantry/Store Checks

The advertiser appoints staff during the period of ad to visit the homes of the consumers in
the target market to make a survey of the brands purchased by them. They count the
products or brands currently stocked by a consumer, The consumer may also be asked
to keep empty packages of used products. This test helps the advertiser to know the impact
of his ad on the target customers.

5) Mechanical Tests
The response of the consumers to an ad can be tested with the help of devices are as
follows,

Psychogalvanometer: It measures the amount of perspiration(sweat) while seeing an ad.

The change in the level of perspiration is considered as a result of the emotional changein a
person.

Techistoscope: It is used to project ads on a screen at a high speed and later it is slowed
down and checks whether the consumer recognizes a particular ad or not. It is also used to
know which part of an ad is more recognized by the consumers.

Camera test: It is used to observe the viewing behaviour of the consumers while watching
the ad by recording it with the help of a video camera.

Pupilometer: It is a type of pupil response monitor which I used to measure the amount of
dilation of the pupil in response to a visual stimulus. In concurrent testing, it is used
to study the changes in pupil of the eyes of the customers while seeing different ads and find
out the different advertising stimuli.
DAGMAR Model for Measuring Ad Effectiveness

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.' The
model was developed by Russell Colley in1961 for setting advertising objectives and
measuring advertising results. According to Colley, "Advertiser s job, purely and simply, is to
communicate to a defined audience, information and a frame of mind that stimulates action.
Steps in Purchase
As per DAGMAR, each purchase prospect goes through four step sand advertising objective
is to carry a consumer through these four levels of understanding;
1. Awareness
Consumer must be aware of the existence of a product offered by a company. The
fundamental task of advertising activity is to improve the consumer awareness of the
product. Awareness has to be created, developed, refined and maintained according to the
changes in the market scenario.

2. Comprehension
Awareness is not sufficient enough to stimulate a purchase Information and understanding
about the product and the organisation are essential. Therefore advertising has to give
detailed understanding about the product is and its benefits.

3. Conviction
In this stage, the customer evaluates different choices and formulates plans to buy the
product. Therefore, advertising has to play an important role in structuring the behavior of
the customers and persuade them to buy the brand advertised.

4. Action
This is the final step which involves the purchase of the product. These steps in DAGMAR
are also known as ACCA advertising formula developed for the measurement of advertising
effectiveness. It can be used as a tool to measure the effectiveness of advertising increasing
awareness, comprehension, conviction and action among the target customers.

Objectives of DAGMAR Approach

The following are the important objectives DAGMAR approach

1.Achieve growth in the market share.

2. Improve sales turnover
3.Create awareness about the product and brand existence,
4. Create favorable emotional disposition towards the product
5. Advertise a special reason to buy.
6.Impart information regarding special benefits and unique feature. of the product.
7. Effectively manage competition in the market.
8. Correct false impressions, wrong information and other obstacles to sales.
9.Establish brand recognition and acceptance.
 MODULE -4
SALES PROMOTION

Effective promotion is a key component of the marketing mix. It is the element that helps
firms to attract customers, persuade them to buy, and generate loyalty. The aim of
promotion is to increase awareness, create interest, generate sales and create brand loyalty.
Promotion mix describes a combination of different elements used by a firm for the effective
promotion of its products in the target market.

Components of Promotion Mix

The promotion mix includes the following elements or tools, The various elements of
promotion mix are described below:

1. Advertising

Advertisement is a form of paid communication used to persuade the target market to take
some action with respect to products, ideas, or services. Advertisements are made through
various media including both print and electronic media such as newspapers, magazines,
television, radio and websites. It also helps in reaching the customers quickly.

2. Publicity

Publicity can be simply defined as no cost (free) advertisement. Itis a non-paid form of
promotion. In this type of promotion, firm uses media to publish news coverage (Features,
Articles, Editorials, Stories and Documentaries) about its products. The intention of the firm
is to It is commercially significant news about a product in Newspapers, Radio, Television or
Internet at free of cost.

3. Personal Selling

Personal selling is oral communication with potential buyers of a product with the intention of
making a sale. It is the oldest form of product promotion. It helps and encourages customers
to purchase goods through the use of oral presentation. They search, identify, meet,
communicate and convince the customers to carry out sales in personal selling. Sometimes
sales force communicates with theprospective customers over phone and email.

4. Direct Marketing
In this type of promotion, a company deals with its customers directly without the help of any
intermediaries. For example banking services, tele marketing, internet marketing etc. The
company directly sell sits products to the customer. Successful direct marketing involves
compiling and maintaining a large database of personal information about potential
customers. These databases are often sold or shared with other direct marketing
companies.
5. Sales Promotion
Sales promotion is the process of persuading a potential customer to buy the product. It
attempts to provide added values or incentives to consumers, wholesalers, retailers and
customers to promote immediate sales.

6.Public Relations (PR)

The purpose of public relations is communication intended to earn public understanding and
acceptance by stressing the practices, policies, and procedures of the organisation. This can
be accomplished by identifying donations to charitable organisations, sponsorship of
esteemed causes or events, contributions to individual, community, or societal wellbeing,

Sales Promotion

Sales promotion is the key ingredient of promotion mix. It includes several oommunications
activities that attempt to provide added values or incentives to consumers, wholesalers,
retailers and customers to promote immediate sales.
Definitions

1 The American Marketing Associations defines sales promotion as "those marketing

activities other than personal selling, advertising and publicity that stimulate consumer
purchasing and dealer effectiveness such as displays, shows, exhibitions, demonstrations
and various non-recurrent selling efforts not in the ordinary routine. "

Features of Sales Promotion

According to Philip Kotler sales promotion has 3 distinctive characteristics. They are;
Communication: Sales promotion usually provides information that may lead the customer to
the product.
Incentive: It incorporates some concession, inducement, or contribution that gives value to
the consumer.
Invitation: It includes a distinct invitation to engage in the transaction immediately.
The following are some of the salient features of sales promotion
1 It is a set of inducements offered by a firm to promote immediate sales.
2 It may be offered directly to the customers or through middlemen
3 t does not include personal selling, advertisement and publicity It is usually offered for a
short period of time
5 There are numerous schemes or techniques of sales promotion
6. It focuses on a small group of consumers

0bjectives of Sales Promotion

The important objectives of sales promotion are as follows,

1. Building product awareness

In the situations of new product introduction, sales promotion techniques are used to create
awareness among the consumers about the product Sales promotion techniques act as an
effective tool providing relevant information about the new products.

Immediate increase in sales

Advertising, personal selling and other methods of promotion produce slower sales response
compared to sales promotion. Sales promotions are mostly used for short duration, for a
specified period leading to a sense of urgency in consumers to buy now. This creates an
immediate positive impact on sales.

3.Competitive advantage

Due to increase in competition, companies are finding it increasingly difficult to compete on

quality. They are therefore resorting to more innovative methods of sales promotion in order
to have an advantage over its competitors Strengthen the brand image Sales promotion
techniques are used by organisations to create a distinct image for their brands in the target
market. Consumers prefer to buy brands which offer benefits than other brands. Thus, sales
promotion strengthens the brand image.

Attracts customers

Sales promotions are very effective in treating interest in product. Creating interest is
considered as the most important use of sales promotion. Appealing sales promotions
increase attraction of the consumers to the products.

Motivation of the existing customers

The most important use of sales promotion is to build demand by convincing customers to
make a purchase. Special promotions

7 Reinforcing the brand

once customers have made a purchase, sales promotion can be used to both encourage
additional purchasing.

1. Trade oriented promotions

They are directed to the members of the distribution channel. The objectives of Trade
Oriented Sales Promotion are to obtain distribution for new products, maintain trade support
for established brands and encourage retailers to display brands.

2. Consumer oriented promotions

They are aimed at consumers. The major objectives are inducing people to buy the product
and make repeated purchases, increasing the consumption of the brand, retaining current
customers and attracting new targeting a new market and supporting the advertising and
marketing efforts of the company.
3.sales force promotions
They are aimed at the sales personnel. They are intended motivate sales people to put in
more efforts to increase sales .

importance of Sales Promotion

1.Importance to Consumers

Sales promotion is important for the consumers in the following ways,

1) Consumers get new products because the manufacturers are encouraged to introduce
new products in the market.

2)Sales promotions offer various incentives like rebates & free discounts, free samples to
consumers.

3) Various incentives contents samples, demonstrations, fair and exhibitions create thrill and
joy in the life of consumers.

4) Sales promotion increases sales volume and reduces the unit cost of production which
results in the reduction of product price.

5) Provides higher standard of living to consumers.

2. Importance to Producers

Sales promotion is important for the producers in the following ways

1)Sales promotion attracts consumers and stimulates them to make larger purchases.
2) Sales promotion makes the advertisement and other media activities more effective to
achieve the sales largest these give pulling power to ads.
3.It is an effective step to face the competition.
4It helps in increasing the demand of new products.
5)It helps in maintaining existing customers.
6) It increases goodwill of the firm.

3. Importance to Middlemen

Sales promotion is important for the middlemen in the following ways

1) It facilitates longer sales.

2) Through sales promotional plans, manufacturers provide various types of helps such as
rebates, trade discounts, gifts rewards to dealers.
3) Good relationship between the dealers & the customer's.
Role of Sales Promotion
The major roles of sales promotion in marketing are as follows,

1. It popularizes goods and services of the producer among the target consumers and
motivates them towards larger purchases.
2. Maintains the sales up to normal level even during seasonal vacations & during the
declining stage of product life cycle.
3. Increases the goodwill of the firm.
4. Simplifies the efforts of sales force and motivates them for larger purchase.
5. Stimulates maximum sales on special occasions and festivals
6. Acts as tool to overcome competition.
7. Facilitates the introduction of new products.
8. Facilitates co-ordination and proper link between advertising and personal selling.
Differences between Advertisement and Sales Promotion
1.It uses a variety of persuasive appels to influence the customer. It offers several incentive
to the customer to buy the product.
2. A reason is offered to buy a product or service. An incentive is offered to buy a product or
service.
3.The primary objective is to create a long lasting brand image. The primary objective is to
get quick sales of products.
4.It is an indirect approach towards persuading customers to buy a product or service. It is a
direct approach to induce consumers to buy temporarily changing the existing price value
relationship of the product or service.
5.Time frame of advertising is long term. Time frame is short term.
6.It tries to attract the ultimate consumers. It tries to attract not only consumers but retailers,
wholesalers and sales force.
Methods and Techniques of Sales Promotion
1.Consumer protection Techniques
These techniques are as follows,
1) Couponing
It is a scheme of distributing discount coupons to the customer Coupons are paper offers
that are available in magazines a newspapers, may be downloaded from the internet or are
available the point-of-purchase and entitle the recipient to a reduction in price for a product
or service.

2) Sampling
It refers to offering free product samples to consumers for trial and use. Sampling provides
the consumer with the opportunity to use the product by giving a free small portion of the
product for the consumer to test.
3) Rebates
They are money-back offers requiring a buyer to mail in a form requesting the money back
from the manufacturer rather than from the retailer.

4) Gifts/Free offer
In this scheme, customers are entitled to get gifts while purchasing a brand.

5) Price cuts/Price-off offers

It refers to a reduction in the regular price of a brand for a short span of time.

6) Quantity-off offers
It refers to offering more quantity of a product at the regular price.

7) Consumer contests and lucky draws

In the case of contests, consumers are invited to participate in competitors and the winners
are given special gifts. Lucky draw is a play based on the luck factor.

2. Trade Promotion Techniques

Trade promotion techniques are directed towards dealers and other middlemen involved in
marketing. The most common types of trade promotion techniques are;

1) Buying allowance
Special allowances offered to dealers to motivate them to purchase a new product.

2) Buy back allowance

It is an agreed sum of money offered by the firm if the dealer returns the product. This is to
encourage re-stocking (fresh purchase) by the dealers.

3) Merchandise allowances
These allowances are offered to meet the promotional expenses incurred by a dealer in
connection with the sale of a brand. Merchandise allowances include advertising allowance,
display allowance etc

4) Bulk discount
It refers to reduction in price offered to a dealer for purchasing the product in large
quantities.

5)Gifts, awards and cash prizes

Dealers who have attained success in achieving the target sales fixed by the company are
honored by giving awards, gifts and cash prizes.

3. Salesforce Promotion Techniques

In this type of promotion, special incentives are given for the sales personnel. The most
common types of sales force promotion techniques are as follows;
1) Bonus to salesforce
Sales personnel are issued bonus on the basis of a sales target. Salesmen achieving this
target are eligible to get the bonus.

2)Gifts
Salesmen will be given gifts for inducing them to boost the sale of the product.

3) Salesforce meet
Sales force meet will be organised by the companies to educate and train the salesmen to
promote the sales of the product. Sales promotion Strategies

There are three types of sales promotion Strategies,

1. Push Strategy
A push sales promotion strategy involves pushing distributors and retailers to sell the
products of a firm to the consumer by offering various kinds of promotions and personal
selling efforts. In this strategy, a company promotes its products to a dealer who in turn
promotes it to the retailer or to the consumer. The basic objective of this strategy is to
encourage the middlemen to give maximum promotion to a brand. Special schemes and
incentives are offered to the middlemen involved to promote the brand in the target market.

2.Pull Strategy
A pull sales promotion strategy concentrates on the consumers instead of the middlemen
involved in marketing. This strategy offers discounts and other benefits to the consumers so
as to encourage them to purchase a brand. Typical pull sales promotion strategies include;
gift coupons, cash refunds, rebates, contests etc.
.
3.Combination Strategy
A combination sales promotion strategy is a mixture of a push and a pull strategy. It focuses
both on the middlemen as well as the consumers. It offers special incentives to both the
middleman and consumers so as to boost the sales of a product

Evaluation of Sales Promotion Strategies

The important ways of evaluating he effectiveness of sales promotion strategies are as
follows;
1. Sales Evaluation
A comparative evaluation of the volume and turnover of sales before the adoption of sales
promotion strategies and after the sales promotion strategies helps firms to understand the
effectiveness of the sales promotion strategies. If there is considerable difference in the
sales of the two periods, then the sales promotion strategies are effective.

2. Profit Evaluation
Comparative analysis of the amount and rate of profit before and after the implementation of
sales promotion strategies helps to evaluate the effectiveness of the sale promotion
strategies. The sales promotion strategies are considered effective when the additional
profits generated are more than the cost of sales promotion.
3.Evaluation of Brand Awareness
Understanding the increase in brand awareness is another important method for evaluating
sales promotion strategies. If the customers have high brand awareness after sales
promotion campaigns, then the sales promotion programmes implemented by the firm is
considered effective. Customer surveys are usually conducted by firms to determine brand
familiarity before and after the sales promotion.

Advantages of Sales Promotion

The major advantages of sales promotion are as follows;

1.It helps companies to make an immediate increase in their sales volume.

2.Consumers get lot of incentives and inducements without paying more on a product.

3.Consumers get the product at a cheaper rate.

4.It gives the consumers a reason to buy a particular brand compared to other brand. A
brand offered through sales promotion strategies give some extra benefits to the customers.

5. Companies can dispose off their existing stock easily (sock clearance sale is a sales
promotion tool).

6. Different sales promotion schemes and incentives help to retain customers.

7. Sales promotion helps firms to sell additional products along with the brand. It is called
cross-selling. Another advantage is selling of costly products along with the brand by
encouraging them to buy a premium product when they visit the store. It is called up-selling.

8. Sales promotion can be used to easily clear the stock (stock clearance sales) in situations
where product replacement is needed (e.g., products nearing expiration date, clearing
inventory to make space for new models).

9. Compared to other types of promotion, most of the sales promotion techniques can be
quickly created and made available within a market.

10. When compared with advertising and personal selling, sales promotion activities are less
expensive.

Drawbacks of Sales Promotion

The major disadvantages of sales promotion are as follows;

1. Sales promotion measures are usually offered for a short period of time.

2.Lack of support from middlemen involved. For example, if the manufacturers announces
sales promotion schemes, the success of such schemes depends on the co-operation and
support front the wholesalers and retailers.
3.Consumers may suspect the quality of the product. There is a belief among the customers
that incentives are usually given for substandard products and old stock.

4.Repeated and overuse of sales promotion strategies reduce the trust among the
customers related with the brand. It may condition the mind of customers to believe that the
lower price is the original price of the brand. It also generates a doubt among the customers
about the quality of the brand compared to the brands offered by the competitors.

5.Consumers may postpone their purchase decisions in anticipation of incentives and

discounts from the dealers and companies.

6.There is a tendency to use the same method of sales promotion by all the firms at the
same time. Such an approach may not benefit all. If all the manufacturers of refrigerators
offer off season discount (during monsoon), the consumers take their buying decision based
on brand image.

Sales Promotion Budget

Sales promotion budget refers to the amount of money set aside for sales promotion
activities. A sales promotion budget estimates the cost of sales promotion campaign so as to
avoid over spending and under spending on sales promotion activities. Before deciding the
money allocated to sales promotion, a firm evaluates relevant factors such as type of
product, its stage in product life cycle, the market situation, level of competitive activity, etc.
All these factors influence the sales promotion budget

Preparation of Sales Promotion Budget

There are five important techniques that are commonly used to prepare budget and allocate
funds to sales promotion;

1. Percentage of sales method

The method is most popular among companies. In this approach, the budget is determined
by taking a fixed percentage of sales. The sales figure taken could pertain to the previous
year, Or the average of several past years. This percentage could also be based on the
forecasted sales of the year under consideration.
2. Unit of sales method
This method is commonly used by companies dealing in high-priced products, generally
consumer durable goods such as refrigerators, washing machines and many other items.
Instead of rupee value of sales, as in the percentage of sales method, the base is the
physical volume of either the past or anticipated sales. This figure of units is then multiplied
by a fixed amount of money to reach the budget amount. For example, the manufacturer
might allocates. 1000/- per unit for sales promotion.
3.Competitive parity method
Many marketers match or base their sales promotion budget tothat of the major competitors.
This method evaluates the sales promotion strategies of the competitors to prepare the sales
promotion budget.
4. Affordable method
In using this approach to budget allocation, the amount that is leftover after all other relevant
allocations have been made, is allotted for sales promotion. This approach is used,
generally, by companies with small budget.

5. Objective end task method

Objective end task method is driven by strategy. The promotion manager starts by making a
thorough study of the market, the product ,competition and consumer behaviour in order to
set up appropriate promotion of objectives.

Sales Promotion Campaign

Sales promotion campaigns are organised to stimulate quicker or greater purchase of
particular products or services by consumers.

A sales promotion campaign aims at three important goals;

1. The promotional message reaches the targeted audience

2. The message is understood by the audience.
3. The message stimulates the recipients to take action.

Steps in a Sales Promotion Campaign

1. Assessment of marketing opportunities
The firm has to first examine and understand the needs of its target market. It has to
understand the current users, influencing group etc. and evaluate past sales to know what
customers bought. This will help the firm to calculate future sales needs.
2. Defining the promotion objectives
Promotional objectives should be stated in terms of long or short-term behaviors by people
who have been exposed to the promotional communication. These objectives are to be
clearly stated on the basis of different phases of market development (Introduction, Growth,
Maturity and Decline).

3. Deciding the promotion mix

The information derived obtained from the assessment of marketing opportunities will assist
a firm in deciding the promotion mix to be used.

4.Formulating the sales promotion strategies

In this stage, the firm has to focus on the sales promotion strategics to be followed. The
strategy may be push strategy, pull strategy or a combination strategy.

5. Designing sales promotion schemes

The firm has to develop sales promotion schemes in accordance with the sales promotion
strategy adopted. If it is a push strategy schemes must be devised to induce distributors and
retailers to set the products.
6. Developing the promotion budget
The firm has to determine the total promotion budget. This involves determining cost per
market and promotional mix elements. The firm has to break down fund allocations among
different promotion elements to determine the affordability and percent of sales. By breaking
down these costs the firm will get a better idea on measuring the success potential of the
campaign.

7. Execution of the campaign

In this phase, the firm implements the sales promotion campaign. The campaign should be
implemented effectively to attract the customers. An effectively implemented sales promotion
campaign yield a faster and an efficient response in sales than other promotion tools.
.
8.Evaluation of the campaign effectiveness
After the implementation of the sales promotion campaign, the firm has to measure its
effectiveness. Firms use different methods to measure sales promotion effectiveness. The
most common method is to compare sales before, during and after a sales promotion
campaign.

Sales Promotion and Brand Equity

Sales promotion is used to create a temporary stimulus on the sales of a brand by making
consumers a special offer. Consumers are expected to act on this offer, which, in turn, has
an immediate effect on the sales volume of an organisation

Positive Effects of Sales Promotion on Brand Equity

1. It increases the awareness of a brand among the consumers.
2.Consumers develop value and perceptions of a brand on the basis of the strength of sales
promotion campaign. If they see the offer as highly favourable, then it may strengthen the
relationship between the consumers and the brand.
3.Sales promotions can develop meaningful points of difference to the brand and
associations to particular brands.

Negative Effects of Sales Promotion on Brand Equity

1. If a company follows huge sales promotion efforts in establishing a high brand image for a
low quality product, then consumers may perceive it as a substandard brand.

2.Frequently conducted sales promotions can lead consumers to buy the brand at
discounted prices.

3. Consumers will be unwilling to buy the brand at its earlier (pre-promotion) prices. This
may lead to a situation of permanent cut in the price of a brand.

4.Consumers may reduce or stop their purchases of the brand following frequent sales
promotions as the brand may lose its popularity due to excessive promotions.
 MODULE- 5
PERSONAL SELLING

Personal selling is oral communication with potential buyers of product with the intention of
making a sale. It helps and encourages customers to purchase goods through the use of
oral presentation. In comparison to other promotion tools personal selling differs in the
following ways;
1. It uses fewer resources of the firm.
2. Active involvement of the sales personnel.
3. Price is negotiated.
4. Selling of complex products are involved (Selling of a car is an example. The customer
requires the help of a sales person to understand its important features).
5. There is some contact between buyer and seller at the time of sale and after the sale.
6.The purchase tends to involve large sums of money.

Definition
1. The American Marketing Association defines personal selling as "an oral presentation in
conversation with one or more prospective purchases for the purpose of making sales."

Philip Kotler defines personal selling as "a face-to-face interaction with prospective
purchasers for the purpose of making sales."

Nature of Personal Selling

The following points describe the nature of personal selling

1.Personal selling is the interpersonal part of the promotion mix and can include face-to-face
communication, telephone communication and video or web conferencing.

2. It involves an individual acting for a company by performing one or more of the activities
such as prospecting (searching), communicating, information gathering and Servicing.

3.Personal selling involves the two-way flow of communication between a buyer and seller,
designed to influence a persons or groups purchase decision.

4. It involves persuasion of consumers.

5. It attempts to win buyer's confidence.

6. Personal selling is an education process. The sales force educates the customers about
the benefit and usage of the product.
Importance of Personal Selling

Personal Selling is extremely important as it helps in increasing sales. The importance of

personal selling can be studied from the point of view of manufactures as well as
consumers.

1. From Manufacturer's Point of View

1) It creates demand for products.

2) It creates new customers and helps the manufacturers to expand the market for the
product.
3) In personal selling, sellers have personal contact with the buyers and learn the choice and
demands of customers. This helps them to give valuable information to the manufacturers
for the modification and improvement of the products.

2.From Customer's Point of View

1) Personal selling helps the customers in selecting goods best suited to their requirements
and tastes as it involves face-to- face communication.

2) Personal selling provides information to the customers about the new products introduced
in the market.

3) Through personal selling that customers come to know about the use of new products in
the market. The sellers demonstrate the product before the buyers and explain the use of
the products.

4) Personal selling gives an opportunity to the customers to register their complaints and
difficulties in using the product and get them settled immediately.

Personal Selling and Salesmanship

In common parlance, personal selling and salesmanship are used interchangeably. But,
Salesmanship is one of the skills required in personal selling. Salesmanship is the art of
successfully persuading the buyer to buy the products

According to Ripey, "salesmanship is the power to persuade plenty of people pleasurably

and permanently to purchase products."

Essential Elements of Personal Selling

1. Face-to-Face interaction In personal selling a sales man enters into face-to-face

interaction with the prospective buyers.

2. Persuasion
The seller persuades the prospective customers to buy the product. The salesman must
possess the skill to convince the customers to create an interest in the mind of the
customers to buy and use the product.
3. Flexibility
Personal selling is a flexible tool in promoting sales and can adapt to the need of specific
buyer. Salesman can present his ideas or message to fit the needs of the buyer. His
presentation is different in each case tailored to suit the buyer. He can observe the
customer's reaction to a particular sales approach and makes necessary adjustment in his
way of presentation on the spot.

4. Promotion of sales
The focal point of personal selling is to increase sales by encouraging more and more
customers to buy the product.

5.Supply of information
Personal selling gives valuable information to the customers regarding availability of the
product, benefits and usage of the products.

6. Mutual benefit
It is a two-way process. Both seller and buyer derive benefit from it. Customers feel satisfied
with the goods and the seller enjoys the profits

Purpose of Personal Selling

Personal selling is aimed at the following;

1. Building product awareness

A common task of personal selling is to educate customers on new product offerings. Sales
personnel play a major role in building product awareness among consumers. Word-of-
mouth marketing 1s a useful mechanism for introducing consumers to new products.

2.Creating interest
Personal selling involves person-to-person communication nake it a natural method for
getting customers to experience a product 1orthe first time. Creating interest goes hand-in-
hand with building product awareness as salesmen can accomplish both objectives during
the first meeting with a potential customer.

3. Providing information
When salesmen meet customers, a large part of the conversation focuses on product
information. Marketing organisations provide their sales staff with large amounts of sales
support including brochures, research reports and many other forms of informational
materials.

4. Stimulating demand
A major purpose of personal selling is to convince customers to make a purchase.
Companies train their sales force to to gain customer orders.
5.Reinforcing the brand
Most personal selling is intended to build long-term relationships with customers. A strong
relationship can facilitate regular communication with a customer. Meeting with customers
on a regular basis allows salesmen to strengthen customers' knowledge of the brands
offered.

Advantages of Personal Selling

The major advantages of personal selling are as follows;

1. Customers get more personal attention.

2.Sales personnel get adequate time to demonstrate and explain the features of the product
to the customers.
3. The customers can negotiate the price, payment and delivery terms with the sales
personnel.
4. Frequent meetings between sales force and customer provide an opportunity to build
good long-term relationships.
5.Feedback of customers can be easily collected.

Disadvantages of Personal Selling

The major disadvantages of personal selling are;

1. It is highly expensive because companies have to large number of competent sales

personnel to attend the customers.
2. Adequate training must be given to the sales force to improvetheir personal selling skills.
3. A sales person can attend only one customer ata time (No mass coverage).

Process of Personal Selling

The process of personal selling consists of the following steps;
1. Pre-sale preparation
The first step in personal selling is the preparation of sales person. The sales persons must
be properly selected, trained and motivated for the job. They must be fully familiar with the
producer, the product, the market and the selling techniques. They must be fully aware of
the motivation and behaviour of the people who are the prospective consumers. They should
also be well informed about the nature of competition and the nature of competitors'
products.

2. Prospecting or locating the prospective buyers

It refers to searching and identifying the potential buyers for the product and satisfactorily
screening them to make sure that the sales efforts will not go waste. The salesman should
examine the need of the buyers and their capacity to buy the product.

3. Approaching
After collecting all relevant information of a prospective buyer, the salesman should
approach the customer in a polite and dignified way and introduce himself and his product. A
counter-sales person should be very careful in attending the customer. If he is busy in
attending other customers, he should assure the new customer thathe would be attended
very soon. He should be careful in his first impression.

4. Presentation
The sales person, in this stage has to gain the attention of the customer. For this purpose,
he should present his product and describe its characteristics in brief. He should understand
the attitude of the customer and match with his attitude so that he may be able to hold his
attention and create interest in the product.

5. Demonstration
Demonstration is one of the bet methods of presentation. If necessary, the salesperson
should display and demonstrate the working of the product. He should explain and describe
the utility of the product in brief through demonstration so that the customer realises the
need for the product to satisfy his wants.

6. Handling objections
As every customer wants to make a best bargain for the money he is spending, presentation
and demonstration of the product are likely to create some doubts and objections in the
minds of the prospects. The sales person should be ready to clear all doubts and queries of
the customer.

7. Closing the sale

It is making the customer agree to buy the product. It is not an easy task. The sales person
should not force the prospect to buy buthe should let the consumer feel that he has made
the final decision. He should guide the customer that he has made the right choice.
8. Follow up
It refers to the activities undertaken to ensure that the customer has taken the right decision
of buying the product. Follow up actions also include installation of the products, checking
and testing its smooth performance, maintenance and after sale service. It helps building
long-term relationship with the customer.
Pre-sale Preparation
Prospecting
Approaching
Presentation
Demonstration
Handling Objections
Closing the Sale
Follow-
Types of Personal Selling

1. Negotiations
Personal selling is affected through negotiation to arrive at an agreement on the price and
other terms and conditions of sale. IN negotiated exchange, price and other terms are set via
bargaining behaviour. Although price is the most frequently negotiated issue, other issues
include quality of goods and service offered, purchase volume, responsibility of financing,
risk taking and product safety.

2. Selling strategy
Personal selling operations involve selling strategy and planning. Selling strategy is more
effective than negotiation. It involves determining personal selling objectives, sales policies,
formulation of sales strategies, determining the selling appropriation and management of the
sales force. Consumers have different needs and the sales person has to adopt different
selling strategies to address those needs.

3. AIDAS Approach
This approach is very popular in sales. It includes attention, interest, Desire, action and
satisfaction. It is a buyers-oriented formula because it emphasizes the customer's needs and
problems. According to this approach the first goal is to secure attention of the customer.
The second goal is gaining interest, the next goal is to arouse desire. The fourth goal is to
induce an action that is to buy and the last goals to build satisfaction by reassuring the
customer that his decision was correct.

4. Stimulus-Response model
The sales person provides the stimuli to purchase through his words and actions. The words
and actions of the sales person may result in a favourable response from the customer
(purchasing the product).

Types of Sales Persons

The following are common types of sales persons

1. Transactional
Transactional sales persons are those who wait for the transaction to make their sale. They
are order-takers because they passively sitby waiting for the sale to come to them. Most of
these sales persons work in a retail environment where the primary job is to help the buyerto
find the product he is already looking for and then close the sale.

2. Relational
The relational salesperson tries for better relationship with customers. Relational
salesperson good at quickly building rapport with the customer and gets sales because the
buyer likes him. A relational salesman establishes long-term relationship with a customer
that brings the customer back for repeated business.

3. Closers
A large number of the sales force in different industries is closers. They always try to close
the deal on a sale. This type of salesperson constantly leads the customer toward the goal of
closing the deal. The immediate goal of this salesman is closing the sale. Relationship with
the customers is secondary for them.

4. Consultants
Consultants are salespersons who know how to close a deal andbuild relationships at the
same time. Consultants patiently listen to customer requirements and help them to meet the
requirements. Consultants have superior listening skills and are patient with customers.
Principles of Personal Selling

The following are basic principles of effective personal selling,

1. Customer centered approach

All personal selling efforts must be customer centered. In a customer-centric approach the
sales force are not trying to manipulate the benefits of the products to meet the needs of the
customers. But trying to determine what the customer wants and match an appropriate
solution to the problem. For this the sales person must know and understand the customer
first and then serve him with a product that exactly matches with his requirements.

2. Building relationships
Building strong relationships with the customers is another major principle of personal
selling. This will help companies to make repeated dealings with a customer. Sales force has
to maintain profitable long-term relationships with customers by creating superior customer
value and satisfaction.

3. Professionalism
Personal selling must be effective and equally beneficial to both the company and the
customer. It should be one that exclusively meant for the benefit of the company. The
customer should get the right product and the company should get sufficient profit. It must be
executed in a professional manner which is free from all anomalies. The sales force has to
use truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and
the selling firm.

4. Effective organisation
Effective organisation is required in setting of daily sales goals and activities, documentation
of customer details and scheduling of customer meetings. Disorganization may result in lost
deals and sales opportunities. It can also cause a lack of preparation for sales meetings
which can disturb clients and result in higher stress.

5. Consultative selling
lt is the process of helping the customers to meet their needs by using the products,
services, and expertise of the organisation. The Sales man acts as a consultant and helping
the customers to choose the right product.

6.Better customer knowledge

Information about customers should be gathered over time and from different sources. This
helps the salesperson to determine customer needs to better serve them.

7. Customer orientation
The sales force has to give maximum possible importance to the interests of the customers.
They have to treat customer needs as their own.

8. Customer focused sales dialogue

Sales dialogue should be customer-focused and have a clear purpose.
9. Adaptive selling
It is the ability of salespeople to alter their sales messages and behaviours as they
encounter different sales situations.

Sales Force Management

Sales force is the link between a firm and its customers. They need to be careful in
designing and structuring sales force. The success of a brand does not only require effective
marketing and advertising strategies, but it also requires efficient sales force. A very
important aspect of marketing that generates business is the efficient and effective use of
sales force. Managing Customer relations essentially needs a well-trained Sales Force. The
Sale Force is responsible for all the contacts that are made with the customers, keeps a
record of all the data and interacting with them to generate sales.

Designing and Managing the Sales Force

1.Designing Sales Force Strategy and Structure

Sales force is the connecting link between companies and customer. Therefore, companies
have to be careful in designing and structuring sales force. The following are the major steps
involved undesigning sales force strategy and structure;

1) Establishing sales objectives

The first step in designing sales force strategy and structure is setting out an objective for
sales force. Objectives for sales force cane broadly classified into two categories they are
qualitative objectives and quantitative objectives.

Qualitative objectives
(1) To do the entire selling job.
(2) To search out and obtain new customers.
(3) To secure and maintain customers co-operation in promoting the sales of the product.
(4) To provide technical advice and assistance to customers.
(5) To collect and report market information to company management.

Quantitative Objectives
(1) To capture and retain a certain market share.
(2) To keep personal selling expenses within set limits.
(3) To secure targeted percentage of business.

2) Deciding the sales force structure

The second step is deciding the structure of the sales force. The most common types of
sales force structures are;

(1) Territorial sales force structure: This structure is used where every sales representative is
assigned specific geographical area.
(2) Product sales force structure: In this structure, sales people specialise in selling only a
portion of the company's products or lines. For example, a company producing consumer
products and industrial products uses two sets of sales force to deal with these two types of
products.

(3) Customer sales force structure: In customer sales force structure, salespeople specialise
in selling only to certain customers or industries.

(4) Complex sales force structure: In this structure, sales force sells a wide variety of
products to many types to customers located in a wide geographical area. This structure
combines several types of sales force structures.

3) Deciding the size of the sales force

After setting the structure of the sales force, the company has to decide its size. The size of
the sales force is dependent on the market size and number of customers. It has both cost
and volume implications, The larger the size of the sales force, higher is the cost and sales
volume.

2. Deciding the Compensation

Compensation plays a big motivational factor for sales people. In fixingthe level of sales
compensation, many firms follow the market rate.
Some of the common types of compensation plans are,

(1) Straight Salary Plan: It is a plan which pays only a specified amount to salesmen as
salary. No commission is included in this plan.

(2) Straight Commission Plan: This is a compensation plan which pays only a percentage of
sales volume as commission to the sales people. No salary is paid to them.

(3) Salary plus Commission Plan: As per this plan, salesmen receive a guaranteed base
salary amount and also earn an undefined amount of commission based on the amount of
sales they make.

3. Recruitment and Selection of Sales Force

The recruitment and selection of sales personnel varies from company to company
depending on the type of sales personnel whichthe company is going to need. An
engineering company will need sales personnel who are very strong in their technical
education. There recruitment and selection of a sales force is the key to success for an
organisation. A successful sales team leads to profitability and future growth. The objective
recruitment and selection is searching for r qualified candidates to fill the positions for
making long-term returns for the company.

4. Training of Sales Force

Sales is not just about getting clients and taking orders. It requires follow up skills, time
management, prospecting skills and customer service skills.
5. Supervision

Supervision is necessary to lead the sales force he targeted sales goals. Supervision helps
the management to improve the job performance of the sales force. Through supervision the
sales force is directed to Perform the selling job in accordance with the marketing objectives
and sales policies of the company.

6. Evaluating Sales Force

One of the most important functions of sales force managements performance evaluation of
the sales force. Proper evaluation process ensures that the sales team is well managed. It
also provides theses personnel with information on their performance and gives
recommendations for further improvement. But performance evaluation is a time consuming
and difficult process. Performance evaluation can also help in improving the relationships
between the sales force and superiors by minimizing suspicion and improving interaction.

Objectives of Evaluating the Sales Force

The purpose of conducting performance evaluation is to

Following are the specific objectives of evaluating the performance of the sales force;

1) To examine the performance of sales people over a given period of time.

2) To identify the performance gap (if any). This gap is the deficit that occurs when
performance does not meet the standard set by the organisation.
3) To inform the salesman about the quality of his or her performance.
4Comparing the actual performance with desired performance The actual performance is
compared with the standard performance. The comparison reports the deviations in the
performances of the sales force from the standards set. The result can show the actual
performance being more than the standard performance or, the actual performance being
less than the standard performance showing a negative deviation in the performance of the
sales force. This step analyses the data related with sales force performance.

5) Discussing the appraisal results

The result of the evaluation is communicated and discussed with the sales force on one-to-
one basis. The results, the problems and the possible solutions are discussed with the sales
force. The purpose of discussion is to solve the problems faced and motivate the salesmen
to perform better.

6) Decision making
The last step of the process is to take decisions which can be taken either to improve the
performance of the employees, take the required corrective actions, or decisions like
training, rewards, promotions, demotions, transfers etc.

Qualities of Sales Force

customers. Customers feel safe when they trust the person they are dealing its. A good
sales person is serving customers rather than selling them.
7) Courtesy
Good manners are important to all salespeople. They must listen to customers attentively,
speak considerately and behave respectfully Courtesy is a mixture of politeness and
consideration. It is an indication of refinement and culture. The salesman must be polite,
modest, and courteous to turn the hearts of customers

8) Education and Experience

The salesperson should have the minimum educational qualifications needed for the job.
Experience of the salesman is highly important in personal selling An experienced salesman
can easily deal with customers and execute sales

9) Mental qualities
Characteristics such as analytical ability, intelligence, conceptual skills, etc, are also
essential for a good salesperson. He should be able to apply his mind to various problems of
customers.

10) Hard working

Good sales people are firm in getting new business and they go after it. They often start
work earlier than their colleagues. They make more calls meet customers regularly, talk to
more people, and give more sales presentations than their co-workers.
13) initiative
Initiative is the ability to work on his own without any guidance from anybody. it is very useful
quality for success in dealing with customers
12) Sociability
it refers o ability of salesman to meet the public and make friends with them. A true
salesman must be an extrovert, i.e., a man who like mixing with people in every type of
situation.
13) Effective speech
A salesman should be a good conversationalist. Ability to speak correctly and clearly
impresses the customers favorably. The sales talk should be clear, pleasant and persuasive.
The salesman should have a good command over the language, sweet voice, clear
pronunciation, fluent expressions, etc.
14) Honesty
The salesman should be extremely and thoroughly honest. An honest salesman is liked by
every customer. While dealing with customer, the salesman must be true and frank about
the product she sell. He should not misrepresent or exaggerate facts. If a salesman
cheats a customer is lost forever.
15) Determination
Determination is nothing but will to succeed and go ahead. In certain situations, he may
face resistance from the customers but it should not distract him from his goals. He should
work patiently and calmly to achieve the predetermined target.

16) Organized
Organisational skills are extremely important in sales, when dealing with dozens of people
with different personalities, needs and timetables. Daily goals and activities should be well
documented and appointments should be scheduled in advance. An organized salesforce is
punctual in their work. Disorganization may result in lost deals and sales opportunities. It can
also cause a lack of preparation for sales meetings which can disturb clients and result in
higher stress.