BA 5004

IMC
Dr.C.THIRUMAL AZHAGAN
ASSISTANT PROFESSOR
MANAGEMENT STUDIES
ANNA UNIVERSITY BIT CAMPUS
TIRUCHIRAPPALLI
 UNIT 2
ADVERTISEMENT MEDIA

Media plan
Type and choice criteria
Reach and frequency of advertisements
Media strategy and scheduling.
Design and execution of advertisements
Message development
Different types of advertisements – layout – design appeal – copy structure
Advertisement production – print – radio. T.V. And web advertisements
Media research – testing validity and reliability of ads – measuring impact of
advertisements
 MEDIA PLANNING AND STRATEGY
Basic terms and concepts
Media planning: the series of decisions involved in delivering the message to the target audience.
Media plan: the actual document detailing these decisions.
Media objectives: the objectives sought by the media plan.
Media strategies: the plans of action designed to attain the media objectives.
Medium: the general category of media channels such as broadcast, print, etc.
Media class – broad category of media (tv, radio, etc.)
Media mix – the effective blend of media used to obtain best GRP (reach and frequency).
Media vehicle: the specific carrier in a media category (tv, radio, etc.)
Reach: the number of potential audience member exposed at least once to a media vehicle in a given period of
time (often in %).
Coverage: the potential audience that might receive a message through a vehicle (often in %)
Frequency: the number of times the receiver is exposed to the media vehicle in a given time period.
GRP = GROSS RATING POINT = Reach X frequency
Effective frequency – Number of times a target audience needs to be exposed before the advertiser’s
objectives are reached.
Continuity – pattern of placement of advertisements in the media schedule:
• Continuous
• Flighting
• Pulsing
• CPM (Cost Per Thousand) – Dollar cost of reaching 1,000
 MEDIA PLAN

• Media planning is defined as "process of designing a scheduling plan that

shows how advertising time and space in selected media and vehicles
contribute to the achievement of marketing objectives in an advertising
campaign".
•
Media planning is a tool that allows the advertiser to select the most appropriate
media to communicate the message in sufficient frequency towards the
maximum number of potential customers at the lowest cost.
 MEDIA PLANNING: OVERVIEW
Media planning is the task of a media agency and entails finding the most appropriate
media products for a client's brand or product. The job of media planning involves the
best combination of media to achieve the given marketing campaign objectives.

The media planner needs to address the following questions

1. How much of the audience can I reach through different media?
2. On which media (and ad vehicles) should I place advertisements?
3. What should be the frequency for each medium?
4. Budget allocation for each medium?
DEVELOPING THE MEDIA PLAN

Market Analysis

Establishment of
media objectives

Media Strategy
development
and implementation

Evaluation and
follow-up
 MARKET ANALYSIS
1. To whom shall we advertise?
Index = percentage of users in a demographic segment x 100
Percentage of population in the same segment

2. What internal and external factors are influencing?

3. Where to promote (geographically)?
1) Buying Power Index (or living expense index)

2) the Brand Development Index (BDI)

BDI = percentage of brand to total U.S. Sales in the market x 100
Percentage of total U.S. Population in the market
3) the category development Index (CDI)
CDI = percentage of product category total sales in the market x 100
Percentage of total U.S. Population in the market
 ESTABLISHING MEDIA OBJECTIVES

Media objectives are the goals for the media program and should be limited
to those that can accomplished through media strategies. Such objectives
are often expressed in terms of coverage, reach, frequency, scheduling, etc.
 DEVELOPING & IMPLEMENTING MEDIA STRATEGY

• Developing a media mix

• Determining target market coverage (exceedingly, fully, partially)
• Determining geographic coverage (different areas might receive different form and
degree of media emphasis)
• Scheduling (continuity, flighting, pulsing)
• Reach versus frequency (trade-off b/t them)
• Creative aspects and mood (selecting appropriate media to match the ads)
• Flexibility
• Budget considerations
THE MEDIA PLANNING PROCESS
SOURCES OF INFORMATION
IN MEDIA PLANNING
 Size or Length of the Ad
Timing/Duration of the Campaign
When to Advertise
Geographic Areas to Cover
Where to Advertise
Whom to Advertise
MEDIA PLAN
 MEDIA PLANNING: KEY COMPONENTS
The three components of a media plan are as follows:
1. Defining the marketing problem. Do you know where your business is coming from?
Do you know which markets offer the greatest opportunity? Do you need to reach
everybody or only a select group of consumers? How often is the product used
2. Translating marketing requirements into attainable media objectives. If you want to
reach large sections of people in a wide area, then mass media might be the best option.
If your target market is a select group in a defined geographic area, then direct mail
could be your best bet.
3. Defining a media solution by formulating media strategies.
Certain schedules work best with different media. For example, the general consensus is
that a print ad must run several times before it gets noticed. Radio advertising is most
effective when run frequently at certain times of the day or around certain programs.
 MEDIA PLANNERS: CRITICAL ROLES

Media planner in an advertising agency is responsible for selecting media for

advertisement placement on behalf of their clients.

The main aim of a media planner is to assist their client in achieving business
objectives through their advertising budgets by recommending the best possible use
of various media platforms available to advertisers.

Their roles may include analyzing target audiences, keeping abreast of media
developments, reading market trends and understanding motivations and
behavior of consumers
 TIMING AND DURATION
• Timing depends on:
• How often is product bought?
• Whether it is used more in some months than in others?
• Timing decisions relate to factors such as seasonality, holidays, days of the week, and
time of day.

• Duration (how long to advertise) depends on:

• Schedule and advertising budget,
• Consumer use cycle, and
• Competitive strategies.
 Cost Per Thousand
Efficiency of Selected
Vehicles
Factors to Consider
Frequency
When Selecting Degree of Exposure
Advertising Media Repetition
Reach
Number of Different
People Exposed to the
Message
MEDIA SELECTION PROCEDURES
 Frequency
Number of Times the
Target Population
Is Exposed to the
Reach
Advertising % of the Target
Message During a Population Exposed
Specific Time At Least Once to
Frame. the Advertising
Methods Include: Mess age During a
Average Frequency Specific Time
Frequency Distribution Frame.
REACH AND FREQUENCY
 REACH VERSUS FREQUENCY

1) determine what levels of reach and frequency are needed

2) establishing reach and frequency objectives (un/duplicated)
3) gross rating points (GRPs) and target ratings points (TRPs)
GRP = reach (%) x frequency
Determining effective reach
• Effective reach represents the percentage of a vehicle’s audience reached at
each effective frequency increment.

• Average frequency: the average number of times the target audience reached
by a media schedule is exposed to the vehicle over a specified period.
Ex: 50% of audience is reached 1 time; 30% is reached 5 times; 20% is
reached 10 times. Thus the average frequency is 4.0.
MARKETING FACTORS DETERMINING FREQUENCY

Marketing
Factors

Brand Loyalty Brand Share Usage Cycle

Purchase
Brand History Share of Voice Target Group
Cycles
MESSAGE FACTORS DETERMINING FREQUENCY

Message Message Complexity

or Creative
Factors Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units
MEDIA FACTORS DETERMINING FREQUENCY

Clutter

Repeat
Scheduling
Exposure

Media Factors

Editorial
Attentiveness
Environment
Number of Media
Used
 BUDGET CONSIDERATIONS
Absolute cost of media: the actual cost to place the ad in the medium
Relative cost of media: the relationship b/t the price for advertising time or space and the size of the
audience delivered.
1) cost per thousand (CPM) for magazine industry
CPM = cost of ad space (absolute cost) x 1,000
Circulation
2) cost per ratings point (CPRP) for broadcast media
CPRP = cost of commercial time
Program rating
3) daily inch rate for newspaper
Cost per column inch of the paper
DETERMINING RELATIVE COST OF PRINT MEDIA

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
CALCULATING CPM BASED ON TARGET AUDIENCE
DETERMINING RELATIVE COST OF BROADCAST MEDIA

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating
 MEDIA CHOICE: COST & EFFECTIVENESS

The cost and effectiveness of various advertising media depends on:

1. Reach. It is the number of individuals (or homes) you want to expose your
product to through specific media scheduled.
2. Frequency. How many times, on average, should the individuals in your target
audience be exposed to your advertising message.
3. Cost per thousand. How much will it cost to reach a thousand of your
prospective customers E.G. To determine a publication's cost per thousand –
entire cost divide by the number of copies
 MEDIA CHOICE: COST & EFFECTIVENESS

4. Selectivity. To what degree can the message be restricted to those people

who are known to be the most logical prospects?

5. Cost per point. How much will it cost to buy one rating point for your
target audience, a method used in comparing broadcast media. Divide the
cost of the schedule being considered by the number of rating points it
delivers.

6. Impact. Does the medium in question offer full opportunities for appealing
to the appropriate senses, through its graphic design and production quality?
 MEDIA CHOICE: CRITERIA
Advertising media selection is the process of choosing the most cost-effective
media for advertising, to achieve the required coverage and number of exposures
in a target audience

This is typically measured on two dimensions: frequency and spread.

 MEDIA CHOICE: CRITERIA
Frequency: even with high coverage, it is insufficient for a target audience member
to have just one 'opportunity to see' (OTS) the advertisement. To build attitudes that
lead to brand switching may require SEVERAL OTS.

For even reaching to 70 per cent of the overall audience, almost 20 or 30 peak-time
transmissions of a commercial, or a significant number of insertions of press
advertisements in the national media is warranted.
 MEDIA CHOICE: CRITERIA
Spread: more sophisticated media planners look at the 'spread' of frequencies.
Ideally all of the audience should receive the average number of OTS. Those who
receive fewer are insufficiently motivated. As with coverage, the pattern is
weighted towards a smaller number of heavy viewers,

Frequency is also a function of time. A pattern of 12 OTS across a year may be

scarcely noticed, whereas 12 OTS in a week is evident to most viewers. This is
often the rationale for intense advertising in `bursts' or `waves' (described as
`pulsing').
 ADVERTISING MEDIA: INCLUDES WHAT ?
1. Television – most regional and national channels
2. Radio – FM channels
3. Newspapers and magazines ( general and specific)
4. Outdoor billboards
5. Public transportation
6. Yellow pages and classifieds
7. Direct mail
8. Specialty advertising on items like pencils, calendars, telephone pads, shopping bags,
etc

9. Other media -catalogs, samples, handouts, brochures, newsletters

 TYPES OF MEDIA
O Traditional or mass media: TV, radio, etc to reach large audience.
Mass media are media, which can be used to communicate and interact with a large
number of audiences. Mass media are an inseparable part of our lives.

O Niche media: cable TV, direct mail, etc. Reach the target audience with specific
demographics, narrowly defined target audience.

* Non-conventional media: internet, and use of traditional media in the online space
The web has more or less become an environment of convergence. Broadband has
brought to online the ability to generate and serve an increasingly complex array of
advertising formats.
 MASS MEDIA: VARIETY

Print media: the print media includes newspapers, magazines, brochures,

newsletters, books and even leaflets and pamphlets. Visual media like
photography can also be mentioned under this sub-head. Public address and event
organizing can also be considered as a form of mass media.

Electronic media: for many people, it is impossible to imagine a life without their
television sets .This mass media includes television and radio. This category also
includes electronic media like movies, cds and dvds

O
 MASS MEDIA: VARIETY

New-age media: with the advent of new technologies like internet, we are now
enjoying the benefits of high technology mass media, which is not only faster, but
also has a widespread range.

Mobile phones, computers and internet are often referred to as the new-age
media. Internet has opened up several new opportunities for mass communication
which include email, websites, blogging

O
 SOCIAL MEDIA
‘Social media is nothing but a tool or website which helps to interact with other
peoples.’
When we talk about social media sites then we think about social community sites like
Facebook, twitter , my space
Mainly social media sites are categorized as ‘social bookmarking’, ‘social networking’
and ‘media sharing’.
Media sharing: sites are becoming quite famous these days. The best example is youtube. You can share
photos, videos, audios etc.
Types of media sharing sites are
Blogs- wordpress, blogger, typepad etc.
Photo sharing: flickr, photobucket etc
Video sharing: youtube, metacafe etc
 MEDIA STRATEGIES
Media planners make three crucial decisions:
1. Where to advertise (geography)
2. When to advertise (timing)
3. What media categories and vehicles to use (media mix) 

Decisions are made in the face of budget constraints. Firms spend as little as 1% to more
than 20% of revenues on advertising, depending on nature of their business. As some
media options are more cost effective than others, the media planners formulate the best
media strategies -- allocating budget across media categories, geographies, and time.
 MEDIA MIX CHOICE
When making media mix decisions, planners do not rely on just traditional media vehicles such
as TV, radio, and print. Media planners consider all opportunities that can be non-traditional
brand contact opportunities such as online advertising, sponsorships, product placements,
direct mail, mobile phones, blogs, etc
E.G.
1. Product placement in a video game makes sense if the target audience plays video games.
2. Real estate sector, travel agents, use on- line marketing tools, sms alerts. Print media, bill-boards
to promote product awareness and visibility
3. Health care products, sports items use teleshopping route, print media to boost consumer
interest
 MEDIA CATEGORY SELECTION
Most media options can be classified into three broad categories:
1. Mass media,
2. Direct response media, and
3. Point-of-purchase media.

If the media planner wants to create broad awareness amongst largest possible number of consumers,
then he will opt for mass media
If the media planner wants to encourage an immediate sales response, then direct response media such
as direct mail, internet and mobile phone are good choices.
Finally, if media planners want to convert shoppers into buyers, then they might use point-of-purchase
media such as coupons and price-off promotions.
40
 MEDIA CATEGORY SELECTION

Online ads for general insurance/ education programs/ airlines deals/ telecom
services link directly to the application process to
Capture the customers at the time they are interested in the service.
An integrated campaign, where ITC, Unilever use multiple categories
National TV ads, print media to introduce the product,
1. Internet media to provide one-to-one information
2. In-store displays to drive sales.

41
 MEDIA STRATEGY: GEOGRAPHICAL
SPREAD

In addition to allocating advertising by media category, media planners must allocate

advertising by geography.
In general, a company that sells nationally can take one of three approaches:
• National approach (advertise in all markets),
• spot approach (advertise only in selected markets), or
• combined national plus spot approach

42
 MEDIA STRATEGY: GEOGRAPHICAL
SPREAD
Example:
National approach: for products if sales are relatively uniform across the country, such as for
surf excel, Sony, LG, Samsung, Toyota automobiles.

Spot approach: for products and services which could be popular in specific regions and
requires awareness promotion inducing sales.

Tourist destinations: resorts, leisure boats, bars, fast food restaurants

Rural areas: promote and advertise commodity and local brands
Rich metropolitan areas: advertise premium products, elite services
43
 MEDIA SCHEDULING
PLAN that identifies the media channel used in an advertising campaign, and specifies
insertion or broadcast dates, positions and duration of messages.

Once the target publications is identified and cost is estimated one can establish a
media schedule. This is a chart that shows which publications you will use, along with
projected run dates captured in a spreadsheet.

When determining the media schedule, you have decide if you will have an ongoing
campaign throughout the year, or if you only have the budget to advertise during
the launch.
 TARGET AUDIENCE COVERAGE

Population excluding target market

Target market
Media coverage
Media overexposure

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market
 THREE SCHEDULING METHODS

Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
 MEDIA SCHEDULING
Continuity: this model is primarily for non-seasonal products. Advertising runs steadily with little
variation over campaign period.
There may be short or long gaps at regular intervals. This pattern of advertising is prevalent in packaged
goods that require continuous reinforcement on the audience.

FMCG - bread, soft drinks and toilet paper probably require continuous weekly advertising in a
competitive market to constantly reinforce brand awareness
Advantages:
1. Works as a reminder
2. Covers the entire purchase cycle
3. Cost efficiencies in the form of large media discounts
 MEDIA SCHEDULING

Flighting (or "bursting“): flighting involves intermittent and irregular periods of advertising,
alternating with shorter periods of no advertising at all. For instance, all of 2000 target rating display in a
single month, then remaining silent for the rest of the year.

E.G. Companies advertise fur coats in winter and suntan lotions in summer. Likewise, some products
sell faster around specific holidays, such as flowers on valentine’s day, ornaments around wedding
period.

Advantages:
Little waste, since advertising concentrates on best purchasing cycle period
Series of commercials appear as unified campaign on different media vehicles
Creating better impact than the competitors
 MEDIA SCHEDULING
Pulsing: pulsing combines flighting and continuous scheduling by using a low
advertising level all year round and heavy advertising during peak selling periods.
Product categories that experience a surge in sales at intermittent periods are ideal for
pulsing.
E.G. Deodorants, ice creams sell all year, but more in summer months
Airlines – holidays for causing brand switching
Advantages:
Covers different market situations
Advantages of both continuity and flighting possible
 MEDIA SCHEDULING: IMPRESSIONS
The thumb rule is that it takes 5-7 impressions before a prospect buys.
• The first time they are aware of your product.
• The second they take note.
• The third they may decide to find out more about the product
• the fourth they may decide to get it.
• The 5th time they may actually write down the phone number or url
• The 6th time they might actually call/ visit the web site to place the order.
• If not available on-line, it may take a few more impressions for them to
Persuade them to go to the store and purchase.
LAYOUT – DESIGN APPEAL –
COPY STRUCTURE

51
 ADVERTISING APPEALS: CONCEPT
Distinctive claim of an advertisement.

Creating advertising appeal for a good or service begins with identifying a reason for people
to purchase the same.
 
Advertising agencies then build and develop advertising campaigns around this appeal
The basis or approach used in an advertising message to attract the attention or interest of
consumers and/or influence their feelings toward the product, service, or cause.
 
Advertising appeal is the central theme or idea behind an advertising message.

Essentially its purpose is to tell potential …

The first is the appeal to deep-running drives in the minds of consumers.

The second is information regarding the good or service being sold : its name, 52 its
manufacturer, its picture, its packaging, its objective attributes, its functions .
 ADVERTISING APPEALS: NATURE

The most important types of advertising appeals include emotional and rational
appeals.

Emotional appeals are often effective for the youth while Rational appeals work well
for products directed towards the older generation.

An emotional appeal is related to an individual’s psychological and social needs for

purchasing certain products and services. Many consumers are emotionally
motivated or driven to make certain purchases.

53
 EMOTIONAL APPEALS: TYPES

Personal Appeal: Some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness, pride, self esteem,
comfort, ambition,

Social Appeal: Social factors cause people to make purchases and include such
aspects as recognition, respect, involvement, rejection, acceptance, status, etc

Fear Appeal: Fear is also an important factor that can have incredible influence on
individuals. This is applied in marketing campaigns of beauty/health products .

54
 RATIONAL APPEAL

Rational appeals aims to focus on the individual’s functional, utilitarian or

practical needs for particular products and services.

Such appeals emphasize the characteristics and features of the product and the
service and how it would be beneficial to own or use the particular brand.

Print/ Visual media is particularly well suited for rational appeals and is often used
with good success.

55
 ADVERTISING APPEALS: TYPES

Brand Appeal: This appeal is directed towards people who are brand conscious and
wish to choose particular products to make a brand statement.

Adventure Appeal: This appeal is directed towards giving the impression that
purchasing a product will change the individual’s life and fill it with fun, adventure
and action.
 
Youth Appeal: Advertisements that reflect youth giving aspects or ingredients of
products use these types of appeals. Cosmetic products in particular make use of
these appeals.

56
 ADVERTISING APPEALS: TYPES

Humor appeal: It is one of the excellent tools to grab viewer’s attention, It benefits
the customers to recollect the advertisement while they are shopping. Creating
humour in an adv. And recollecting the same.
 
Music appeal: The musical advertisement sounds melodious to the ears. It easily
captures the attention of viewers and increases customer recall AND increases the
persuasiveness of the advertisement.

• HAMARA BAJAJ
• BACARDI RUM
• AIRCEL

57
 ADVERTISING APPEALS: OTHER VARIETIES

Bandwagon: This advertising appeal aims to persuade people to do a certain thing

because the masses are doing it.

Snob Appeal: Snob appeal is an exact reverse of the bandwagon technique. In this
advertising appeal, people are induced to buy a certain product so that they can stand
out of the crowd. Attaching a 'sense of exclusivity' to such products.

Card Stacking: This advertising appeal involves the display of a comparative study
between two competing products, to make the reference product appear better than its
competitors.

58
 ADVERTISING APPEALS: OTHER VARIETIES

Direct Order: When the advertisers appeal the masses by showing them the steps to
take, in order to opt for a particular product or service, they are said to be using direct
order.

E- Mail Advertising: This is a relatively new advertising appeal that makes use of
emails to advertise products. Advertisements are sent through emails, thus bringing out
communication with a wide range of audiences.

Euphoria: The use of positive events characterizes this advertising appeal. Declaration
of a great discount or sale on a holiday and making luxury items available at affordable
prices
Very Common for boosting immediate sales
59
 ADVERTISING APPEALS: OTHER VARIETIES

Repetition Appeal: This advertising appeal uses the technique of repeating the product
name several times during an advertisement. Jingles are often used in this advertising
technique to linger the product name in the minds of masses.

Viral Advertising: It can take the form of word-of-mouth publicity or of Internet

advertising. The aim of the advertiser is to market the product on a very large scale.

This advertising appeal intends to achieve speedy publicity of product similar to

spreading of a pathological/ computer virus!

60
 ADVERTISING MESSAGE STRATEGY
Advertising Message Strategy

The advertising message strategy describes what is to be communicated and how it

is to be communicated.

It consists of
Message idea: Main theme, appeal, or benefit to be communicated in the message.
Copy platform: a written statement that fully describes the message idea.
Creative format: Broad creative approach to communicate the message idea to the
target audiences.

62
 ADVERTISING MESSAGE STRATEGY
Message or Creative Formats

1. Testimonial
2. Association and symbolism.
3. Photography
4. Exaggerated situations.
5. Made-up phrases.
6. Honest Twist.
7. Fear.
8. Humor
9. Comparisons.

64
 ADVERTISING MESSAGE STRUCTURE
Most advertising messages share common components within the message
including:

The Appeal – This refers to the underlying idea that captures the attention of a
message receiver. Appeals can fall into such categories as emotional, fearful,
humorous, Rational
Value Proposition – The advertising message often contains a reason for
customers to be interested in the product which means the ad will emphasize the
benefits obtained.
Slogan – To help position the product in a customer’s mind and distinguish it
from competitors’ offerings, advertisements will contain a word or phrase that is
repeated across several different messages and different media outlets.
66
 COPYWRITING AND DESIGN
Copywriting is the use of words and ideas to promote a person, business, opinion and
idea.

copywriter is generally limited to promotional situations, regardless of the medium

(as advertisements for print, television, radio, or other media).

The purpose of marketing copy, or promotional text, is to persuade the reader, listener
or viewer to act—for example, to buy a product or subscribe to a certain viewpoint.

67
 COPYWRITING AND DESIGN
Though the term copywriter may be used in a variety of ways in different industries, the
title usually applies to a writer who is skilled in promotional writing. 

Some examples of tasks that a copywriter may take on are:

1. They write item descriptions that present products in the best light.
2. They write advertisements for print and the internet.
3. They write copy for brochures and flyers.
4. They write sales letters for the web and direct mail.
Copywriters use words in a way that guides the potential customer to want to buy and
overcomes objections by anticipating what they might be
Good copy involves important principles of presenting the benefits of a product rather
than listing the features
The skill sets needed are different. 68
COPYWRITING : EXAMPLES

WEB PROMOTIONS FOR

INCREASING
CONVERSIONS

69
COPYWRITING : EXAMPLES

E-MAIL

MARKETING

70
COPYWRITING : MAGAZINE AD
Taking Advantage of lower long distance tariffs

71
COPYWRITING: PRESS RELEASE

72
 STORY BOARDS

Storyboards are graphic organizers such as a series of ILLUSTRATIONS OR

IMAGES displayed in sequence for the purpose of pre-visualizing a motion picture,
animation, interactive media sequence, including website interactivity.

DABUR - Coconut Oil DENTAL CARE - LONDON

73
 STORY BOARD

• Concept – it all begins with an idea and a team. People then work on to make the
concept come true.
• Planning – this is where the procedures to make the storyboard into reality
happen.
• Elements – things like music, animation, and audio clips also come in to play.
STORYBOARD: TV COMMERCIAL

75
 LAYOUTS/ ILLUSTRATIONS

One can improve the effectiveness of those ads with just a few time-proven design strategies.

When readers look at your ad what do they see first?

Research indicates that readers typically look at:

1. Visual
2. Caption
3. Headline
4. Copy
5. Signature (Advertisers name, contact information)

78
LAYOUTS/ ILLUSTRATIONS

• Visual at the top of the page

• For photos, place a descriptive caption below

• Put your headline next.

• Follow with your main ad copy.

• Place your contact information (signature)

in the lower right corner.

79
LAYOUTS/ ILLUSTRATIONS

• Visual first, to the left.

• Headline next, to the right of visual.

• Caption below photo.

• Place main ad copy in two columns.

• Place your contact information

(signature) at the bottom

80
 LAYOUTS/ ILLUSTRATIONS

An illustration is a displayed VISUALIZATION FORM

Presented as a drawing, Painting, Photograph or other work of ART that

is created to elucidate or dictate sensual information (such as a story,
poem or NEWSPAPER article)

by providing a visual representation graphically.

81
LAYOUTS/ ILLUSTRATIONS

Cartoon Illustration

Comedy Show in
Theatres

82
LAYOUTS/ ILLUSTRATIONS

Magazine Ad
Illustration

Body Scanners

Magazine Ad
Illustration

Car Accessory Firm

83
 ADVERTISING EFFECTIVENESS
Measuring advertising effectiveness is important to assess and understand the
extent to which a specific campaign meets a company’s objectives.
This is commonly examined by measuring the effect on sales, brand awareness,
and brand preference, among other things.
Determining whether a campaign accomplishes its appropriate promotional
objectives
Companies must measure how promotional programs contribute to increased
sales and profits
One of the most difficult undertakings in marketing 84
THE EFFECTS BEHIND ADVERTISING
EFFECTIVENESS

• AIDA (ATTENTION, INTEREST, DESIRE, ACTION)

• HIERARCHY OF EFFECTS (THINK, FEEL, DO)
• KEY ADVERTISING EFFECTS
 THREE MODELS OF ADVERTISING EFFECT

Hierarchy of AIDA Model Key Advertising

Effects Model Effects Model
Perception

Attention

Think Cognition Association

Interest
Affective Response

Feel Desire Persuasion

Do Action Behavior

4-86
PROS AND CONS OF MEASURING EFFECTIVENESS

Advantages Disadvantages

Avoid costly mistakes Cost of measurement

Evaluate alternative strategies Research problems

Disagreement on
Increase efficiency in general what to test

Determine if objectives are Objections of creatives

achieved

Time
MEASURING ADVERTISING EFFECTIVENESS

What to test Where to test

• Source factors • Laboratory tests
• Message variables • Field tests
• Media strategies
• Budget decisions

How to test When to test

• Testing guidelines • Pretesting
• Appropriate tests • Posttesting
 PRETESTING METHODS

Laboratory Field
Consumer Juries Dummy Ad Vehicles

Portfolio Tests On-air Tests

Physiological Measures

Theater Tests

Rough Tests

Concept Tests

Readability Tests
Comprehension and
Reaction Tests
Consumer jury test is a method of testing advertisements that involves asking consumers to
compare, rank and evaluate your advertisements.
• It is the most traditional and simplest amongst all the copy testing methods. A personal interview
may be conducted, or a group of about 50 to 100 people may be assembled and requested voting
based on their preferences, interests or even influences to purchase the product.
Portfolio testing is a copy testing technique in which some dummy copies are kept in a folio along
with the regular advertisement.
• A group of ads mostly test ads and control ads, or a combination of both are placed in a
portfolio. After going through a portfolio of a different variety of a particular advertisement,
respondents nominated from the target market are asked to remember in detail those ads that
they remember.
• The ad giving a minimum playback is considered to be the best one.
Dummy vehicles - many of the pre-testing methods occur in an artificial environment such as the
theatre, laboratory or meeting room. One way of testing so that the reader’s natural environment is
used is to produce a dummy or pretend magazine that can be consumed at home, work or wherever
readers normally read magazines. Dummy magazines contain regular editorial matter with test
advertisements inserted next to control advertisements. These pretend magazines are distributed to a
random sample of households, who are asked to consume the magazine in their normal way.
Readers are encouraged to observe the editorial and at a later date they are asked questions about
both the editorial and the advertisements.
On-air test or live telecast test - the advertisements are put on air either by narrow casting or live
telecasting. These ads are test ads, and not the regular ads. Later, viewers are interviewed to know
their reactions.
Psychological copy testing is a technique in which various methods including word association,
sentence completion, depth, interview and storytelling are welcome.
• A catalogue of reactions namely self-pity, security, fear, nostalgia, and so on are set.
• Alternative ads are then rated based on how readers respond.
Readability test - in this test, the ease of readability is ascertained by a series of questions and
techniques developed by psychologists before the ad is relayed. This technique ascertains the depth of
understanding of the reader through the advertisement.
Comprehension and reaction tests - One key concern for the advertiser is whether the ad or
commercial conveys the meaning intended. The second concern is the reaction the ad generates.
Obviously, the advertiser does not want an ad that evokes a negative reaction or offends someone.
Comprehension and reaction tests are designed to assess these responses (which makes you wonder why
some ads are ever brought to the marketplace).
Theatre tests - target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the
programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are
asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is
sought and they are also requested to complete their product preferences a second time.
 POSTTESTING METHODS

Recall Tests

Association
Tracking Studies
Measures

Methods

Recognition Single-Source
Tests Systems

Inquiry Tests
Recognition test: recognition test involves the ability of viewers to correctly identify ad, brand, or message
they previously exposed to. The types of recognition test are: 
• Starch test - the starch test is applied only to print ads that have already run. The interviewer shows each
respondent a magazine or newspaper containing the ads being tested. For each ad the interviewer asks the
respondents to reply to ad related questions.
• Bruzzone test - the bruzzone test is conducted through mail surveys. Questionnaires containing frames
and audio scripts from television commercials are sent to respondents and respondents are asked whether
they recognize the ad and brand.
Recall or impact test: the recall test is designed to measure the impression of readers or viewers of the
advertisement. If a reader has a favorable impression of the advertisement, he will certainly retain
something of the advertisement. The measures of interest would be obtained by interviewing the readers or
viewers or listeners, days after the advertisement or commercial is appeared in the newspaper, or on T.V.
Interviewer asks the readers or viewers to answer some ad related questions, and in response to the question
asked, the reader reveals the accuracy and depth of his impression.
POST TESTING THE VALUE OF A SPONSORSHIP
WHERE TO TEST

In the Field 
 In the Lab
POSITIONING ADVERTISING COPY TEST (PACT)

1. Provide measurements relevant to objectives of advertising

2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
 TEST POINTS

1.Concept Testing

2.Rough Testing
Occurs at Various
Stages 3.Finished art or commercial
pretesting

4.Market testing (posttesting)

 CONCEPT TESTING

Explores consumers’ responses to ad

Objective concepts expressed in words, pictures, or
symbols

Alternatives are exposed to consumers who

match the target audience

Method Reactions & evaluations sought through focus

groups, direct questioning, surveys, etc.

Sample sizes depend on the number of

concepts and the consensus of responses

Qualitative and/or quantitative data

Output evaluating and comparing alternative
concepts
 PRETESTING FINISHED PRINT ADS

A laboratory method

Portfolio Tests Includes test and control ads

Portfolio test have problems

Based on syllables per 100 words

Readability
Tests
Other factors also considered

Dummy Distributed to random sample homes

Advertising
Vehicles Product interest may still bias results
 PRETESTING FINISHED BROADCAST ADS

Theater Tests On-Air Tests

• Measures changes in • Insertion in TV programs

product preferences in specific markets
• May also measure . . . • Limitations are imposed
• Interest in and reaction by “day-after recall”
to the commercial • Physiological Measures
• Reaction from an
adjective checklist
• Recall of various
aspects included
• Interest in the brand
presented
• Continuous reactions
 PHYSIOLOGICAL MEASURES

Galvanic skin
Pupil dilation
response

Testing

Brain waves Eye tracking

 MARKET TESTING PRINT ADS

Inquiry Tests Recognition Tests

Testing

Tracking Studies Recall Tests

POSTTESTS OF BROADCAST COMMERCIALS

Day after recall Persuasive

tests measures

Tracking
Diagnostics
studies
Testing

Single-source Comprehensive
tracking measures

Test marketing
PROBLEMS WITH CURRENT RESEARCH METHODS
 ESSENTIALS OF EFFECTIVE TESTING

Use a consumer
response model

Establish
Use pretests and
communications
posttests
objectives Testing

Understand and
Use multiple
implement proper
measures
research
MEASURING EFFECTIVENESS OF OTHER PROGRAMS

Sales
promotions
Shopping cart signage

Ski resort-based media

Non-traditional
media In-store radio and television

Other media

Exposure methods
Sponsor-ships
Tracking measures
 CREATING AN ADVERTISING
CAMPAIGN
• Key steps in creating an advertising campaign:
1. Understand the market environment
2. Know the target market (audience)
3. Set specific objectives
4. Create the message strategy
5. Allocate resources
6. Select media
7. Produce the advertisement
8. Place the advertisement
9. Evaluate the campaign.