Advertising

BY-
Vaibhav Deshmukh 62071
Rajesh Chaudhari 62066
Prachi Parab 62095
Definition: Advertising is a means of communication with the users of a
product or service. Advertisements are messages paid for by those who send
them and are intended to inform or influence people who receive them, as
defined by the Advertising Association of the UK.

Description: Advertising is always present, though people may not be aware

of it. In today's world, advertising uses every possible media to get its
message through. It does this via television, print (newspapers, magazines,
journals etc), radio, press, internet, direct selling, hoardings, mailers, contests,
sponsorships, posters, clothes, events, colors, sounds, visuals and even people
(endorsements).

The advertising industry is made of companies that advertise, agencies that

create the advertisements, media that carries the ads, and a host of people like
copy editors, visualizers, brand managers, researchers, creative heads and
designers who take it the last mile to the customer or receiver. A company
that needs to advertise itself and/or its products hires an advertising agency.
The company briefs the agency on the brand, its imagery, the ideals and
values behind it, the target segments and so on.
ADVERTISING AND IMC PROCESS

In this cluttered and fragmented media environment, only advertising in

traditional media (or a mix of one or two other promotional tools) does not
enable marketers to reach their target market. Thus, integrated marketing
communications (IMC) are required. IMC involves strategic synchronization of
various forms of persuasive communication programs with customers and
prospects over time. The goal of IMC is to convey a company's marketing
messages in a consistent and coherent manner through different promotional
channels. The utmost task for IMC is ensuring consistency in messages and
executions so that the target audience is able to connect any execution to the
brand in the end.
ADVERTISING PLANNING AND RESEARCH

RESEARCH
One should conduct a full- fledged advertising research as it helps in

Developing creativity: when all the information is accessible, a well- formed

strategy could be designed to develop the organization further.
Improves your position in the field: Advertising research enables a
company to find a suitable time and ways to launch their products.
Rank your image: Advertising research enables comparisons between
organizations. So it helps a company to know its place in the market
compared to others.
Predicts likely issues: Advertising research predicts forthcoming problems
that an organization might face.
Monitors progress: It analyzes your organization’s performance.
Less chances of failures: There is reduced risk of failures if the advertising
research is thorough.
PLANNING

An advertising plan is a strategy about how a company is planning to

communicate to its audience. In the plan you define your audience and the
medium to reach out to them. Communication mediums may include
newspaper ads, billboards, email, social media like Facebook, twitter,
linked in, direct mail such as fliers or postcards.

The advertising plan describes how to put strategy into practice. To build
brand awareness, for example, the plan might include a recommendation
for a series of advertisements in city newspapers, on local radio stations
and on poster sites. To position the brand, the plan might call for a creative
approach that suggests high quality and an association with the New York
lifestyle. The plan would also include recommendations for building
distribution through advertising to retailers and a sales promotion
campaign to encourage consumers to sample the products.
AVERTISING GOALS

While each advertisement has its own specific objectives, all ads generally
fit into one of three generic goals: to inform, persuade or remind customers
about your brand or product. Informative ads are used to make customers
aware of new products or technologies and to elaborate on the value of
complex products. Much of advertising centers on persuasive messages used
to motivate buyers to select your brand or product over competing products.
Reminder messaging is used by well-established companies to maintain top-
of-mind awareness and customer loyalty.
ADVERTSING BUDGET

An advertising budget is an estimate of a company's promotional

expenditures over a certain time period. More importantly, it is the
money a company is willing to set aside to accomplish its marketing
objectives. When creating an advertising budget, a company must weigh
the value of spending an advertising dollar against the value of that dollar
as recognized revenue.
Special Considerations: Advertising Budget and Goals
Before deciding on a specific advertising budget, companies should make
certain determinations to ensure that the budget is in line with their
promotional and marketing goals:

Target consumer: Knowing the consumer and having

their demographic profile can help guide advertising spend.
Type of media that is best for the target consumer: Mobile or internet
advertising—via social media—may be the answer, although traditional
media, such as print, television, and radio may be best for a given
product, market, or target consumer.
Right approach for the target consumer: Depending on the product or
service, consider if appealing to the consumer's emotions or intelligence is
a suitable strategy.
Expected profit from each dollar of advertising spending: This may be
the most important question to answer, as well as the most difficult.
How Much Is Enough?
Companies can determine the level to set their advertising budget in several different
ways, each of which has its own positives and negatives:
Spend as much as possible: This strategy, which sets aside just enough money to
fund operations, is popular with startups that see a positive return on investment on
their advertising spend. The key is anticipating when the strategy will start showing
diminishing returns and knowing when to switch strategies.
Allocate a percentage of sales: This is as simple as allocating a specific percentage
based on the previous year's total gross sales or average sales. It is common for a
business to spend 2% to 5% of annual revenues on advertising. This strategy is
simple and safe but is based on past performance and may not be the most flexible
choice for a changing marketplace. It also assumes that sales are directly linked to
advertising.
Spend what the competition spends: This is as simple as adhering to the industry
average for advertising costs. Of course, no market is exactly the same and such a
strategy may not be sufficiently flexible.
Budget based on goals and tasks: This strategy, wherein you determine the
objectives and the resources needed to achieve them, has pros and cons. On the
upside, this can be the most targeted method of budgeting and the most effective. On
the downside, it can be expensive and risky.
KEY TAKEAWAYS

•An advertising budget is an estimate of a company's promotional

expenditures over a certain time period.

•When creating an advertising budget, a company must weigh the value

of spending an advertising dollar against the value of that dollar as
recognized revenue.

•Knowing the consumer and having their demographic profile can help
guide advertising spend.
ADVERTISING DESIGN

It is only because of its beautiful design, communicative power, and fascinating

execution. Thus, design is one of the most fundamental features of an
advertisement.

An Advertisement Design

There is neither a magical formula nor pre-defined rules to combine lines,

colors, images, typefaces, and other graphic elements to create an eye-
catching ad. However, design depends upon the requirement of the client and
features, functions, appearance, and nature of the product.
Execution of a well-thought out layout and design has an impressive effect
on consumers. A smartly articulated design encourages or in other words
subtly compels people to buy the product
Creating an advertising design

Designing is all about creative idea and creative idea is solely dependent
upon the clear understanding of a project’s goal. Once the project is
clear, one needs to do a little market research to understand the behavior
of potential customers.
Punchline, eye-catching heading, succinct content body, and relevant
image (if any required) must be figured out in advance. If you have all
equipment ready with you, you can develop a creative design.
Strategy of Creative Design
A clear-cut idea and a well-defined strategy are the integral parts of a
creative design. Strategy includes some of the essential components such as
−
Simplicity − Try to keep the layout simple. Put large pictures on top,
headline beneath that, content body in the middle, while logo and address on
the right side at the bottom.
Balance − To focus on some points, you need to create a symmetry in
design. The key part of creative designing is to organize all elements
including images, blocks, headlines, content body, and illustration so that
they seem balanced.
Proportion − The size and color of all graphic elements must be determined
by their significance and surroundings of the illustration. For example,
important idea, image, or design must be larger, brighter, and bolder so that it
appears distinct from other elements (as shown in the image given below).
Unity − First find out the focal point of the ad where you want people to
focus. Once done, highlight it as a central point by dimming the surrounding
and background design and color. One point to always keep in mind is that
all elements of your design - the visual language and presentation should be
in unity.
Contrast − Create contrast so that it can grab people’s attention. For example,
among a bunch of mango, an apple grabs attention.

Consistency − Maintain the consistency. Page to page consistency is

indispensable for an eye-catching ad. It helps people understand the meaning of
different elements of an ad.

Photo Design − Generally, photo attracts people first. Selection of a good

photograph and placing it smartly in an ad is another smart way to grab people’s
attention.
Advertising media selection 

It is the process of choosing the most efficient media for an advertising

campaign To evaluate media efficiency, planners consider a range of factors
including: the required coverage and number of exposures in a target
audience; the relative cost of the media advertising and the media
environment. Media planning may also involve buying media space. Media
planners require an intricate understanding of the strengths and weaknesses
of each of the main media options. The media industry is dynamic - new
advertising media options are constantly emerging. Digital and social media
are changing the way that consumers use media and are also influencing how
consumers acquire product information.
TYPES OF MEDIA:
The selection of advertising media for a given campaign requires
a deep and rich understanding of the media options available.
Television advertising
Television advertising offers the benefit of reaching large
numbers in a single exposure. The reason for having large
numbers is that this advertising method can reach the
household-level customers. Yet because it is a mass medium
capable of being seen by nearly anyone, television lacks the
ability to deliver an advertisement to highly targeted customers
compared to other media outlets. Television networks are
attempting to improve their targeting efforts. In particular,
networks operating in the pay-to-access arena, such as those
with channels on cable and satellite television, are introducing
more narrowly themed programming (i.e., TV shows geared to
specific interest groups) designed to appeal to selective
audiences. However, television remains an option that is best for
products that targeted to a broad market. The geographic scope
of television advertising may vary, from local or regional
advertising through to national coverage, depending on whether
public broadcasting or subscriber-based cable services are used.
Radio advertising

Promotion through radio has been a viable advertising option for

over 80 years. Radio advertising is mostly local to the broadcast
range of a radio station, however, at least three options exist that
offer national and potentially international coverage. First, in
many countries there are radio networks that use many
geographically distinct stations to broadcast simultaneously. In
the United States such networks as Disney (children's
programming) and ESPN (sports programming) broadcast
nationally either through a group of company-owned stations or
through a syndication arrangement (i.e., business agreement)
with partner stations. Second, within the last few years the
emergence of radio programming delivered via satellite has
become an option for national advertising. Finally, the potential
for national and international advertising may become more
attractive as radio stations allow their signals to be broadcast
over the Internet.
Magazines:

Magazines or periodicals are other important media of communication.

Magazines may be released weekly, monthly, quarterly, bi-annual or annual.
These are read with more interest by the readers as compared to newspapers.
Advertisements given in magazines are more descriptive and attractive. They
are usually in colored form which depicts the product nicely and gives lasting
impression to the reader.
 Film Advertising:

This is also known as cinema advertising. This also provides sight and
hearing facilities like television. Short advertisement films are not
prepared by big business houses which are sent to different cinema houses
to be shown to the audience before the regular shows or during the
intermission. It has more repetitive value but not to the same viewers. Its
coverage is limited which benefits the local population only.
Outdoor Advertising:

This type of advertising include different media like posters, placards,

electric displays or neon signs, sky writing, bus, train and tram advertising.
This is also known as ‘Mural advertising’. The main aim of outdoor
advertising is to catch the attention of passerby within twinkling of an eye.
This is the most effective medium of advertising. This is very suitable in the
case of consumable and household articles like soaps, medicines, fans, shoes
and pens etc.
Posters and placards are usually fixed on the walls near the road sides,
railway station and bus stands. These posters are made of thick paper or
metal plate or wood and carry the advertising message which can be
easily read and seen from a distance.
The posters also pasted on the back of buses, trains and trams which are
greatly helpful in carrying the message throughout and outside the city.
Painted displays are prepared by expert painters which carry attractive
multi-colored pictures also to impress upon the people.