ADVERTISING AND PUBLICATION DESIGN
PART – A
·
It is a paid form of non-personal
communication of ideas, goods and services by an identified sponsor through
mass media.
·
Advertising is how a company encourages people to buy their
products, services or ideas.
·
It is done through mass media such as TV, radio,
newspaper, magazine.
·
It is to support an event, activity, person, or organization
financially or through the provision of products or services.
·
Airtel is the sponsor for
Super Singer program in Vijay TV.
·
The Audit Bureau of Circulations (ABC) of India is a non-profit circulation-auditing organization.
·
It certifies and audits the
circulations of major publications, including newspapers and magazines in
India.
·
American
Association of Advertising Agencies is a U.S. trade
association for advertising agencies.
·
The association issues annual awards for the
best ad agencies.
·
Name of the advertiser as it appears (usually) in the bottom
part of an ad is called signature
·
It is also a song or music
piece associated with a commercial or radio or television program.
·
The term
"advertorial" is a blend of the words "advertisement" and
"editorial."
·
An advertorial is an
advertisement in the form of editorial content.
·
An advertorial is an ad that walks,
talks and acts like an editorial
7. Scheduling
·
It refers to the planning of advertising of a product in a year.
·
Whether the advertising is on
summer or winter or throughout the year.
·
A particular group of consumers at which a
product or service is aimed.
·
For example, a women's clothing retailer directs its promotional
efforts at women.
· Companies selling life insurance for people close to retirement age may target people 50 and over.
9. Brand
·
A brand is a name, term,
design, symbol or any other feature that identifies one seller's good or
service as distinct from those of other sellers.
·
Brands are used in business,
marketing, and advertising for recognition its owners and shareholders
10. Branding
·
The process involved in creating a unique name and
image for a product in the customers’' mind.
·
Common examples include the Nike
"swoosh (tick mark)," the golden arches of McDonald's and the apple
used by Apple Computers.
11. J. Walter Thompson
·
It is an international advertising agency headquartered in New York.
·
It is the fourth-largest agency network in the
world.
·
He was the founder of British advertising agency Ogilvy &
Mather, and known as the "Father of Advertising".
·
His principles on
advertising are creativity, research, ad result and professional discipline.
·
A person who purchases goods
and services for personal use is called consumer.
·
Ex – Buying bath soap for
taking bath daily, toothpaste and brush for brushing.
14. Publicity
·
It is the movement of information to the general public.
·
The giving out of
information about a product, person, or company for advertising or promotional
purposes.
·
Personal selling is where businesses use people to sell
their product.
·
Door to door sale of Soap,
detergent powder, agarbathi, etc are the examples of personal selling.
·
Adaptive marketing is an approach that
enables marketers to tailor their activities to meet their customers’ interests
and needs based on recorded data.
·
It allows them to satisfy individual
consumer needs in relation to a given brand.
·
These are messages in the public interest disseminated by the media,
with the objective of raising awareness, changing public attitudes and
behavior towards a social issue.
· It is to changing public attitudes and behavior towards a social issue. Example - smoking is injuries to health
18. Target audience
·
Target
audience is the intended audience or readership of a
publication, advertisement, or other message.
·
In marketing and
advertising, it is a particular group of consumers identified as the targets or
recipients for a particular advertisement or message.
·
It is a form of marketing
and advertising which uses the Internet to deliver promotional marketing messages to consumers.
·
It
includes email marketing, search
engine marketing (SEM), social media marketing, web banner, and mobile
advertising.
·
It is an activity or series
of activities that boost the sales of a product or service, usually in the
short-term.
·
It is all about the actions
a company can take to stimulate customers to buy right now rather than later.
·
An advertising account executive is
an employee of an advertising
agency who
acts as the main link between one or more clients and the rest of the agency.
·
The executive is primarily
responsible for the day-to-day running of one or more clients' advertising campaigns.
·
“Consumer
behavior is the actions and the decision processes of people who
purchase goods and services for personal consumption”
·
Study of consumer buying behavior is most important for marketers as they can understand the
expectation of the consumers.
·
Advertising is in-store advertising that is
meant to catch the attention of shoppers.
·
These items are generally
located in the checkout area or other location where the purchase decision is made
·
Creating a portfolio of client accounts and monitoring
the ongoing activities related to them.
·
Managing, reviewing progress and delivering the client’s
advertisement projects.
·
It is written content
conveyed through advertisements written by the copywriter.
·
This content is used in
advertising to persuade the people to
buy their product
·
The Advertising Agencies Association of India (AAAI) is
the official, national organization of advertising agencies.
·
It ensures that advertising is honest and in good taste.
·
Ideation is the creative process of
generating, developing, and communicating new ideas.
·
It examines different ways of visualizing and
communicating ideas to create an effective advertisement
·
Celebrity is a reference to
the fame and wide public recognition of an individual or a group, as a direct
result of the attention given to them by the mass media.
·
Attaining Celebrity status
is often associated with having wealth
·
Using a famous person's
image to sell products or services by focusing on the person's money,
popularity, or fame to promote the products or services.
·
If the famous person agrees
to allow his or her image to be used, it is termed a celebrity endorsement.
·
Visualization is any technique for creating images, diagrams, or
animations to communicate a message.
·
Visualization through visual imagery has been an effective way to
communicate both abstract and concrete ideas.
·
A logo is a graphic mark,
emblem, or symbol used by an organization to aid and promote public
identification and recognition.
·
It may be of an abstract or
figurative design or include the text of the name it represents as in a
wordmark.
·
A jingle is a short song or tune used in advertising.
·
It is form of sound branding
·
The jingle used to promote
the product.
33. Narrative
·
Advertisement uses story to
convey the message about the product.
· Narrative advertisements can communicate effectively by capturing consumers' attention to promote the advertised products, demonstrate the products' appeal, and persuade consumers to consider those products
34. O & M
·
Founded by Ogilvy &
Mather. It is a New York
City-based advertising, marketing and public relations agency.
·
It is one of the largest
marketing communications companies in the world providing a comprehensive range
of marketing services including: branding and identity; shopper and retail
marketing; healthcare communications; direct, digital, promotion, etc
·
Web
marketing is the process of
using Internet to market the business.
·
It includes the use of
social media, search engines, blogging, videos, and email.
·
Brand personality is a framework that helps a
company or organization shape the way people feel about its product, service,
or mission.
·
This personality is a qualitative value-add
that a brand gains in addition to its functional benefits.
·
The commercial value the
consumer have on a brand name of a particular product.
·
This is brand equity which makes a brand superior or inferior to that of others. Apple cell
phone is the best example of brand equity
·
An advertising campaign is a
series of advertisement messages that share a single idea and theme.
·
It is used to raise awareness of company,
product, or service within a clearly identified target market and also
communicate the benefits of product or service.
·
The advertising agency does
services for their clients (manufacturer).
·
It includes research,
planning, production, effects of advertising, etc.
·
Internet based marketing
presentation targeted towards the viewer is webmercial.
·
These presentations
including animation, still images, music, voice, and leveraged motion video.
·
A teaser consists of a
series of small, challenging advertisements of a product.
·
It is to create more
expectation about a product among the public.
·
Household goods are goods and
products used within households.
·
It is placed in the dining room, kitchens,
bedrooms, etc.
·
It includes AC, fridge, washing machine, etc.
·
A blurb is a short advertisement,
announcement or description printed on the back side of a book.
·
Its purpose is to grab the attention of potential readers
·
Integrated Marketing
Communication. All forms of communications and messages are
carefully linked together.
·
Southwest Airlines has launched an integrated marketing campaign
called “Transfarency.” The airline uses television, radio, print and digital
assets to demonstrate how customers will pay for things like checked bags,
flight changes and snacks and drinks.
·
An opinion leader is a
well-known individual or organization that has the ability to influence public opinion on the
subject matter for which the opinion leader is known.
·
Opinion
leaders can
be politicians, journalists, and sports stars.
46. Rhythm
·
Rhythm is a principle of design that suggests
movement or action.
·
Rhythm is usually achieved through repetition of lines, shapes,
colors, and more.
·
It creates a visual tempo in artworks and
provides a path for the viewer's eye to follow
·
A slogan is
a catchy phrase or series of words used in advertising is called slogan.
·
It is to
help consumers remember a company, brand or product.
·
Nike – Just do it.
·
Cooperative
advertising is
the sharing of costs for locally placed advertising between a retailer or
wholesaler and a manufacturer.
·
Many manufacturers are looking to increase their brand
awareness, and they use these co-op programs as a way to reach their target
audience.
·
A trademark is
a recognizable logo, phrase, word, or symbol that denotes a specific product
and legally differentiates it from all other products of its kind.
·
A trademark exclusively
identifies a product as belonging to a specific company and recognizes the
company's ownership of the brand.
·
Advertising outside the house is called
outdoor advertising.
·
It can be banner, electronic display, poster,
etc.
·
Storyboard is a sequence of drawings, typically
with some directions and dialogue, representing the shots planned for a film or
television production.
·
It is important for executing motion
picture production.
·
The person who visualizes text
information’s into visual form is called visualizer.
·
The visual form can be picture,
painting, animation, etc.
·
Advertising based on geographical area
such as local, regional, national and international level.
·
Example – local shops doing local
advertising, car companies doing international advertising.
·
Starting point of the advertisement from
where the implementation begins.
· The overall purpose of a baseline is to measure key conditions (indicators) before a project begins, which can then be used to monitor and evaluate the project's progress
55. Brand Positioning
·
Creating a concrete position about the
brand in the mind of the customer
is called brand positioning.
· Ex- If we think of baby products, Jonson & Johnson is our first choice.
56. Estimating
·
It is preparing budget for
advertisement. Calculating how much amount a company can spend for advertising.
·
Percentage method, fixed sum per unit
method are the examples of estimating
·
The use of imagination to
create something new is called creativity.
·
It is useful to create
creative advertisements.
·
Traffic is
the scheduling of program material and in particular the advertisements, for
the broadcast day.
·
Traffic managers are responsible for managing the flow of work to
ensure that ads are
completed on time for publication or broadcast.
·
It is a kind of outdoor advertising.
·
The advertising in the form of poster,
banner, etc. are displayed on the road side.
·
Illustrations, photographs,
or other non-textual material prepared for inclusion in a publication.
·
It is a blue print for final
production.
·
The idea (theme) for
creating advertisement is called concept.
·
It should be creative and
differ from others to create impact among the people.
·
It is a kind of outdoor
advertising.
·
The advertisement is created
on board and placed on the public places such as bus stop, railway station,
etc. to get the audience attention.
·
Pop-ups
are forms of online advertising on
the World Wide Web.
·
A pop-up is a graphical user interface
(GUI) display area, usually a small window, that suddenly appears
("pops up") in
the foreground of the visual interface
·
Social marketing seeks to
develop and integrate marketing concepts with other approaches
to social change.
·
It seeks to integrate
research of a new idea.
·
Brand
Ambassador is
a person who is hired by a company to
represent a brand in a positive way to increase brand awareness and sales.
·
Ex – for boost – Sachin Tendulkar,
Dhoni, Virat Kholi are brand ambassador.
·
It is the process of
developing an idea.
·
Ideation is useful for
creating an effective advertising, film, etc.
·
The activity of promoting
the sale of goods, especially by their presentation in retail outlets.
·
Product
merchandising involves all
promotional activities used to sell a product.
·
Briefly explaining about the
product details to an advertising agency by the client.
·
With this message the ad
agency create effective advertisement for their client.
·
Unique Selling Proposition –
the special feature of the product is emphasized in the advertisement to
attract the people.
·
It makes the product differ
from other product. Ex-head and shoulder shampoo – Dandruff free.
·
The process involved in
creating a unique name and image for a product in the consumers’ mind.
·
It is to establish a
significant presence in the market.
·
Propaganda is information, especially of a biased
nature, used to promote a particular cause.
·
It is to influencing and altering the attitude of a public
toward a specific cause.
·
An article or substance that
is manufactured or refined for sale.
·
Ex – fridge, washing machine
and all household items
·
An advertising appeal refers
to the approach used to attract the attention of consumers and/or to influence
their feelings toward the product, service, or cause.
·
Rational appeal, positive
and negative appeal, fear appeal, sex appeal are some of the types of appeal
·
Insurance companies use fear
appeal in their advertisements
·
Marketing refers to the
activities of a business related to buying and selling a product or service.
·
It includes market research
and advertising. It is not
a one-time fix, it is an
ongoing strategy that helps businesses flourish
·
The brand manager is the
in-charge person for developing a good relationship with the target market.
·
His duty is to maintain the
good name and good will of the company in audience mind.
·
A slogan, especially as used
in advertising is called tagline.
·
It is to create a memorable dramatic phrase that will sum up the
tone and premise of an audio/visual product, or to reinforce and strengthen the
audience's memory of a literary product
·
Ex – Radio mirchi its hot
machi.
·
Surrogate
advertising is
a form of advertising which is
used to promote banned products,
like cigarettes and alcohol.
·
Alcohol advertisement comes
in the name of club soda.
·
It is one kind of outdoor advertising.
·
Advertisement is printed in big size banner
and place at the road side to get people attention.
·
Media
planners identify
which media is suitable to
advertise the product.
·
They enable their clients to
maximize the impact of their advertising campaigns through the use of a range
of media.
·
Copy is a written or spoken
content in the advertisement.
·
It is written by copy writer
to attract the customer.
·
Designers often use typography to set a theme and
mood in an advertisement;
for example using bold, large text to convey a particular message to the
reader.
·
Typography in
advertising often reflects a company's brand. Fonts
used in advertisements convey
different messages to the reader
·
Advertisement done through
radio medium is called word of mouth advertising.
·
Sound plays vital role in
communicating the message. There is no visual in it.
·
Promotional advertising is
said to be the customers are directly informed by the company to promote their
product.
·
Some of the promotional
materials are coupon, mail, internet, etc.
·
Shortly called as TRP.
·
A device is attached to the
TV sets of few thousand viewers' houses to judge. This device is called
People's meter and records the time and the program that the viewer watches on
a particular day. After that an average is taken for 30-day period to know viewership
status.
·
Systematic arrangement of
articles (products) in such a way that they attract the attention of those who
pass-by.
· Articles in cartons, distinctive jar, bottles and packages are displayed by the window.
86. Niche market
·
Niche marketing is an advertising strategy that focuses on a unique target market.
·
Instead of marketing to everyone who could
benefit from a product or service, this strategy focuses exclusively on one
group
· For example, within the market for women's shoes are many different segments or niches such as shoes for plus-sized women, shoes for nurses, and shoes for transgendered people.
87. Creative brief
·
A creative
brief is a document produced by the requester, or customer, with
the goal of establishing the defining aspects of a creative piece of work (advertising).
·
A business might generate a creative brief to
instruct an advertising agency to produce a visual design, a
promotional video, advertising copy, or through Internet.
·
It is an ad agency set up within the
organization.
· This ad agency is doing advertisement for that particular organization. They do not do ad for other companies
89. Advertising agency
·
It is an organization to create
advertisement for radio, TV, newspaper, etc on behalf of product
manufacturer.
· It does not sell any product rather it sells creative talent and experience.
90. Market
·
Market is the place, where the product
is selling.
·
The market located in local, regional,
national and international.
·
The market is divided based on the age,
sex, buying capacity, quality preference, etc. is called market segmentation
·
Because of different age and sex the
product cannot be offered in the same form under the same price to all
consumers.
· Example – Footwear cannot be same for male and female
92. Direct mail advertising
·
Advertisement message is send directly
to the customers through post.
·
Example – Post cards, Brochures which
contains information about the company and the product.
PART B & C
Advertising – Definition
1. Advertising is the mass communication of information
intended to persuade the buyers so as to maximize income.
2. Advertising as any paid form of non-personal presentation
of ideas, goods and services by an identified sponsor through mass media.
Advertising is a Non-personal
communication – Advertisements are non-personal as against
face to face personal selling.
Advertisements are given by an
identified sponsor - Advertising is done by an identified
sponsor and one can know who is behind the advertisements. Example – mobile
companies, bike and car companies, etc.
Advertisements & Mass media – Advertisements are mostly related to selling of ideas,
goods and services through mass mediums like TV, radio, newspaper, etc.
2. Nature and scope of advertising
Nature of advertising
· It is not delivered by an actual person but only through a media.
· Advertising is done by commercial and non-commercial organizations but it is mainly referred to commercial organizations.
· It is very speedy, permitting an advertiser to speak to millions of buyers only in a few hours.
· Advertising plays an important role in moving the goods from producers to consumers.
· Advertising may be used productively for the benefits of producers, trader’s consumers and country’s economy.
· Advertising includes message, theme and its layout including caption, illustration etc.
· An advertising message is persuasive and informative enough to motivate potential customers.
· Advertising has been considered as the most effective method of promotion.
Scope of advertising
· Advertising promotes organizations image, ideas and political views
· It promotes a company’s position on a public issue
·
Advertising promotes product’s uses, features
and benefits
·
Tries to encourage demand for a product
category by informing potential buyers about the product.
·
Product classification helps a business
design and executive an effective marketing plan.
·
Point out a brand’s special features, uses
and advantages relative to competing brand’s
·
Reminds consumers about an established
brand’s uses, characteristics and benefits
·
3. Advantages and disadvantages of advertising
· Advertising encourages price competition.
·
Advertising gives us the freedom to choose
among many products.
·
Advertising encourages the research and
development of new and better products.
·
Political advertisements create awareness of
a candidates.
·
Advertising can be successfully utilized in
raising funds for various social and educational causes to make the public
aware of the dangers of smoking and drugs.
·
It can also help to promote national
integration to find jobs for the unemployed and the handicapped.
·
Many useful and educational programmes have
been sponsored by companies that advertise.
Demerits or Disadvantages of advertising
· Advertising adds to the cost of products and services which is then passed on to the consumers.
·
Advertising persuades people to buy products
that they don’t really need.
·
Many expensive items are bought purely for
ego or social reasons.
·
Advertising is not always truthful.
·
It relies on misleading claims to sell
products
·
Many advertisements are exaggerated to
inflate positive effects.
·
Advertising is polluting our mental
environment by repetitive and loud messages.
·
Advertising affect interpersonal
relationships by perpetuating stereotyped sex roles.
4. Target audience in advertising
· A target audience is the intended audience or readership of a publication, advertisement or other message.
· In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
· Identifying a target market helps your company develop effective marketing communication strategies.
· A target market is a set of individuals sharing similar needs or characteristics that your company hopes to serve.
· These individuals are usually the end users most likely to purchase the product.
· Sugar free products aimed at sugar patients is an example for target audience
Types of target audience
Demographic - Socio-economic data that describe a user. This group includes attributes, such as age, income, education, gender or geographic location.
Interests - The data about users’ hobbies, passions, things that they are looking for and read about. It can be, e.g. books, movies, music, cars, marketing, and dance.
Purchase intentions - Audiences are divided into groups of users who recently looked for a specific product, e.g. laptop, refrigerator or car. It means that they want to buy a new thing.
5. Measuring advertising effectiveness
·
The effectiveness of advertisement has been measured in
relation to sales.
·
This measurement emphasizes whether an advertisement was
acceptable to consumers and whether they digested it and remembered it.
· The success of an advertisement can be analyzed only with the help of some survey data relating to consumer response and sales.
Evaluating Advertising Effectiveness
(1) Pre-testing: It means testing the potentiality of a
message or copy before printing.
There are three types of pre-testing and they are:
(a) Questionnaire-answer
The draft of an advertisement along
with some relevant questions is sent to a group of target consumers or
advertising experts and their opinions are collected and analyzed to find out
whether the proposed advertisement is satisfactory or not.
(b) Recall
(c) Reactions
The potential effect of an
advertisement may be judged with the help of certain instruments which measure
heart beats, blood pressure, pupil dilution such as stethoscope, psycho
galvanometer, eye observation camera, etc. These reactions provide case to its
power to get attention and produce other psychological or nervous effects.
(2) Post-testing: After
an advertisement has appeared, tests may be undertaken to judge
(i) Communication Impact: There
are two methods used for this purpose
(a) Recall
Regular users of the related medium
may be asked if they can recall a specific advertisement, including the name
of the advertiser and the products referred to and if so, how much of the
advertisement they can play back. Their responses are studied and graded to see
how far the advertisement was successful in attracting notice or being
retained.
(b) Recognition
In this case, a particular issue of
a medium is shown page by page to a sample of its readers and they are asked to
point out which advertisements they recognize as having seen and or on the
basis of the replies, evaluation is made of the receptiveness of the
advertisement.
(ii) Sales Method Test
Sales are influenced by many factors
besides advertising, such as the product’s features, price, availability and
competitor’s actions. Sales impact is easier to measure in direct marketing and
hardest to measure in brand or corporate image-building advertising.
Two different methods are generally used for this purpose and they
are:
In this method part sales are analyzed
in relation to past advertisement. If an advertisement has been followed up
with more sales it is considered to be more effective.
(b) Experimental Method:
In this method the entire sales territory is divided into three or four sub areas. In one group, an advertisement is inserted involving a certain amount. In another group, the amount is doubled; in the third it is tripled; in the fourth, it is quadrupled. The results in the form of sales are measured and compared with a view to finding out the impact of increased advertising effort.
6. Importance of brand management
·
Customers
will recognize company, product, service and status through brand.
·
Brand
can be build through messages, images and ads
·
The
most important part of brand management is ongoing maintenance and
control.
·
Proper
brand management involves making sure that each promotional piece, touch
point and every usage of name, logo and message supports organization and
goals.
·
This
allows you continue to strengthen the brand imprints on customers.
·
Even
the best brands can fall apart if not managed properly.
·
Many
large corporations hire a full-time brand manager to ensure the brand is held
in high regard, and not diminished or misused.
7. Advertising agencies in India
Ogilvy & Mather Ltd
·
This Company has its corporate office in New York, USA.
·
The company was founded by David Ogilvy and presently
operates in more than 150 countries worldwide.
· Notable ad campaigns by Ogilvy & Mather include Cadbury Dairy Milk and Vodafone.
GWT Hindustan Thompson Associates
·
GWT Hindustan Thompson Associates is one of the oldest
advertisement companies with the corporate office in New York.
·
With functionality in over 90 countries worldwide, it is
a leading advertisement and marketing company in India.
· Their clientele includes Nestle, Unilever, DTC, etc.
Rediffusion-DY&R
·
Rediffusion is parented by WPP group, which is a leading
advertising agency in the country.
·
Its corporate office is in New Delhi, India
· It offers various services including advertisement, web design, consultancy, social media, promotions, and program setups.
Mudra Communications Ltd
·
With its head office in Ahmedabad, Gujarat, Mudra
Communications Ltd. is a premier advertising company.
·
It has offices in fifteen Indian cities.
· Prominent clientele includes HDFC, Asian Paints, Akai, Reebok, Bata, Future Group, Ashok Leyland, Cipla, and Aircel.
McCann-Erickson India Ltd
·
A reputed advertising agency in India, McCann-Erickson
operates in 120 countries.
·
The company owns the credit for thrice receiving the
Global Agency of the Year by Adweek.
· Some notable advertisements created by this company include MasterCard commercial, Coca-Cola, and Nescafé.
Pressman Advertising and Marketing Ltd
·
Pressman is a well-known name in the Indian advertising
industry.
·
Its corporate office is situated in Kolkata, West Bengal.
· Presently it functions in many cities in India including Delhi, Mumbai, Bangalore, Kolkata, Hyderabad, Chennai, etc.
FCB-Ulka Advertising Ltd
·
FCB-Ulka is based in Mumbai, Maharashtra.
· FCB-Ulka is operational in 92 countries and has150 offices across the globe.
RK Swamy BBDO Advertising Ltd
·
RK Swamy advertising agency was merged with BBDO.
·
The corporate office is present in Mumbai, Maharashtra.
· It has some huge clients including Mercedes-Benz, Air India, Asia motors, Piaggio and Valvoline.
Trikaya Grey Advertising (India) Ltd
·
·
The company is functional in 96 countries, including
India, Bangladesh, Malaysia, Canberra, Korea, Thailand and more.
· Grey’s clientele list includes Volkswagen, Procter & Gamble, etc.
Chaitra Leo Burnett, Inc
·
The company’s regional office in India is located in
Bangalore, Karnataka.
·
Leo Burnett Worldwide, Inc, has over 85 offices across
the globe
·
Its client includes Zee Business, Amazon, HDFC, Bajaj,
etc.
·
Art directors are responsible for
the visual style and images in magazines, newspapers, product packaging, and
movie and television productions.
·
They create the overall design for a
project, and also direct others who develop the artwork or layouts.
An art director will
typically do the following:
· Determine how best to represent a concept visually
· Determine which photographs, art, or other design elements to use
· Develop the overall look or style of an advertising campaign
· Supervise design staff
· Review and approve designs, artwork, photography, and graphics
· Talk to clients to develop an artistic approach and style
· Coordinate activities with other artistic or creative departments
· Develop detailed budgets and timelines
· Present designs to clients for approval
9. Television commercial production process
Creative consultation
· During the creative consultation process, the advertising agency talks to the client about what the client wants to say with her television commercial.
· Clients need to advertise a new product or service with a memorable commercial that is entertaining while conveying important information
· The production company writes all of the necessary points down and pitches ideas to the client based upon the information
· Pre-production process includes scriptwriting, storyboarding, location scouting, prop collection, hiring actors, equipment renting and creating shot lists.
· In this stage is the stage in which all of the TV commercial’s scheduling is created
· Commercial shoots are planned down to the minute because time is literally money
· If a shoot runs long, hiring actors, renting equipment and reserving locations will go up the budget
Production
· The actual filming of the commercial takes place during the production phase of the TV commercial production process
· The director coordinates the shoot using the shot list and shooting script.
· Actors give multiple takes for dialogue and actions specified in the script
· Production for TV commercials can take a day or multiple days of shooting depending on the length of the commercial and the difficulty of the script
· Once all of the shots are filmed, the director sends the film, tape or video files to the editor
Post-production
· The post-production process includes all video editing, sound editing and exporting of the TV commercial
· Video editing is performed on a non-linear editing system (NLE)
· The footage is reviewed, and the best performances from the actors are put together by the editor
· Once of all the video editing is completed, the sound is mixed to make the audio levels even
· Music and sound effects are finally added to the commercial
· Once completed, the commercial is exported to videotape or hard drive, depending on the needs of the TV studio and delivered
10. Consumer behavior
· Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company.
· Understanding consumer behavior allowed the companies to increase their market share by anticipating the shift in consumer wants.
· Consumer behavior or consumer buying behavior are all the aspects that affect consumers' search, selection, and purchase of products.
· An example of a new trend developing in society is children's influence on their parents' purchases.
· Kids today are major factors in the purchase of expensive products.
· The major aim of advertising is to impact on buying behavior
· A good quality advertisement is likely to influence consumers into buying that product while a poor quality advertisement will do the opposite.
· A study of consumer behavior enables the marketers to understand what motives consumers to make purchases.
· The same motive can be utilized in advertising media to stir the desire to make a purchase.
11. Recent trends in Indian advertising
· A QR code or a Quick Response code is a two dimensional symbol similar to the bar code
· A QR code bring out a digital action when scanned by a QR code reader
· In advertising, consumers can scan the code to retrieve additional information about the product or promotion
· When scanned by a smart phone, a QR code can initiate several actions, such as opening a website, making a phone call or sending an SMS message
· Make a free QR code online using the QR code generator and place the symbol on company’s business cards, brochures, coupons, print ads and even TV spots
Co-Branding
· Co-branding is a joint venture that combines the advertising efforts of two or more brands to create a new consumer product
· These brands have worked together to create new consumer products that elevate brand awareness while creating heightened consumer interest in newly launched products
· Small business can take a cue from national brands by launching a co-branded ad campaign with another recognized, locally owned company
· For example, a car service center can partner with a retail shop to create mutual coupons for use at both businesses
Content marketing
· Content marketing is a term that began gaining popularity with the birth of social media websites such as facebook and twitter
· Content marketing includes advertorials, blogs or any other kind of content that is published on the web for promotional purposes
· As a form of advertising, content marketing is effective at creating awareness when it comes to brand storytelling
· Since the rise of social media, content marketing has strengthened connections between consumers and brands while creating a new advertising vehicle
Online advertising
· Consumers use the web to find many things, including businesses and brands.
· Advertisers are using tools such as Google AdWords to create online advertising campaigns.
· AdWords is a Google product that allows small businesses to create online advertisements with keyword and budget parameters to target their primary customers
· Other trends in online advertising include marketing efforts such as search engine optimization, social media, mobile devices such as iPads and other handhelds, display ads, and website banner ads
Mobile Advertising Trends
·
These trends include the rapid growth of programmatic
advertising, the increasing popularity of in-app advertisements, and the rise
of video advertising formats.
·
The huge amount of time spent on apps by smart phone users
has encouraged advertisers to focus on in-app advertisements of their products
and services.
·
Brands are using the video advertising format for their
sponsored content stories.
·
Video advertising is more engaging than standard text and
is an effective medium to deliver information to mobile users.
Programmatic Advertising Trends
·
Programmatic advertising, known as the automated process
of buying and selling online advertising.
·
Advertising creating targeted content via
connected/online tv platforms.
·
Brands are now able to create targeted content which
consumers will see when they pause a show.
Outdoor Advertising Trends
·
·
The growing adoption of LED mobile billboards is one of
the top outdoor advertising trends gaining traction in recent years.
·
The advantage of LED mobile billboards is their
movability factor to get maximum viewers.
·
LED mobile billboards target specific geography by
covering various places such as sports events, schools, and conventions.
Print Advertising Trends
·
The print segment has adapted to the digital boom and
become a digital and print hybrid.
·
QR codes are widely implemented in the print ads allowing
print content to be linked to website or social media pages.
12. Surrogate advertising
· Surrogate advertising is a form of advertising which is used to promote banned products like cigarettes and alcohol
· This type of advertising uses a product of a fairly close category, as: club soda, mineral water in case of alcohol
· The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name.
· In India there is a large number of companies doing surrogate advertising, from Bagpiper Club Soda to Officers Choice playing cards
· Indian government introduced the Cigarette advertising act, forcing tobacco companies to display health warnings on the packaging and advertisements for cigarettes.
· Some of the first evidence of surrogate advertising was seen by the Indian tobacco Company ‘Azad Bidi’, who sponsored an international cricket match in India.
· The Cable TV Regulation Act banned liquor and cigarette advertisements.
· The excessive pressure of the ban forced companies to focus more on brand building and thus liquor companies started sponsoring and hosting glamorous events
· They distributing t-shirts, caps, key chains, drinking glasses with the brand name displayed on these products.
` 13. Slogan
·
A slogan is a phrase that can be used in a repetitive
manner in advertising.
·
Slogans can become a global way of identifying good or
service, for example Nike's slogan 'Just Do It'.
·
Slogans should catch the audience's attention and
influence the consumer's thoughts on what to purchase.
·
The slogan is used by companies to affect the way
consumers view their product compared to others.
·
Slogans can also provide information about the product,
service or cause it is advertising.
·
Its goal is to sell the product or service to as many
consumers through the message and information a slogan provides.
·
A slogan's message can include information about the
quality of the product.
·
Examples of words that can be used to direct the consumer
preference towards a current product and its qualities are: good, beautiful,
real, better, great, perfect, best, and pure.
·
The slogan can be used to raise awareness about a current
cause
·
A slogan should be clear with a supporting message.
·
Slogans, whether used for advertising purpose or social
causes, deliver a message to the public that shapes the audiences' opinion
towards the subject of the slogan.
·
It can have a musical tone to it or written as a song.
14. Trademark
· A trademark identified by the symbols TM (not yet registered) and ® (registered), or mark is a distinctive sign or indicator used by an individual, or business organization.
· Trademark is used by a business enterprise to identify its goods.
·
It is to distinguish its products or services from those
of other entities.
· A trademark is a type of intellectual property, and typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements.
· Trademarks may be words or groups of words, letters, numerals, devices, names, the shape or other presentation of products or their packages, colour combinations with signs, or combinations of colours.
·
It provide manufacturers and traders with protection from
unfair competition
·
It provides customers with protection from imitations.
·
Trademark is considered the property of the holder
·
Unauthorized use of the trademark constitutes not only
misrepresentation and fraud but also a violation of the holder’s private
property rights.
·
· Advertising agency is defined as “an organization whose business consists in the acquisition as a principal of the right to use space or time in advertising media and the administration on behalf of the advertisers.
· It does not sell any products, rather it sells creative ideas
Advantages of using advertising agency
· For a small advertiser it is more profitable to the services of an agency than to keep a separate advertising department inside the company
· Advertising agencies have close association with media owners. Hence, it can obtain space at competitive rates to the advertiser.
· The advertising agency provides employment opportunities to artists and similar skilled people.
· Besides advertising agency advice and services, the agency offers help in other marketing activities such as marketing research.
· An advertising agency possesses the experience of the problems faced by its clients.
· Advertising agency can help the organization in choosing the most suitable medium of advertising.
16. Selecting an advertising agency
· Financial soundness, general reputation, facilities and abilities, available size and adequacy of the staff in ad agency
· Basis of remuneration, relationship they maintain with advertisers, products advertised, availability and relationship with the media owners.
· Whatever the basis of selection, once an agency is selected, the relationship between the advertiser and the agency should be cordial.
· The advertising agency should not be a more a “yes-man” of the advertiser, but should be capable of giving him objective advice.
17. Structure and functions of advertising agency
(i) Creative Department
(ii)
Media Department
Media department of the agency chooses the best media for the advertiser. This department select the medium-press, radio, television and outdoor for placing the advertisement of the advertiser or clients. Media selection is the job of finding the best possible places for the advertiser to present his message.
(iii) Administrative Department
(iv) Production Department
This department is responsible for
the production of films, posters, notices and direct mails. Though most of the
works of this department is like a creative department, it specialize the
creation of the above. Here art and layout man and copy writers join to produce
special type of work.
(v) Marketing Service Department
Now a day, the big advertising
agencies give marketing services for their clients. This department deals
market research, product research or product testing, ad copy testing and
audience research for the benefit of their client advertisers.
·
Since advertising agencies render
professional service adapted to each client’s needs, there is much flexibility
and variation in the working agreements between agencies and their clients.
·
The agency customarily secures the clients
approval of all expenditures connected with his advertising.
·
The client is obligated to pay promptly the
agency’s bills for publication space and broadcasting time. It is fundamental
principle that the client must pay the agency in time for the agency to pay
media by their due dates.
·
When an agency undertakes to handle the
advertising for a product or service,
the agency avoid doing from handling at the same time the advertising
for another advertiser of a directly competing product or service without the
clients consent.
·
In turn, the client generally agrees not to
engage a second agency to handle part of the advertising of the product or
service without the first agencies consent.
·
The agency should get approval in all aspects
from the advertiser before proceed anything
·
Both the parties should have open and
transparent communication
(1) Full Service Agency
A full service agency may also offer
non advertising services such as strategic market planning, design of sales
promotions, sales training and trade show materials, package design and public
relations.
Functions of Full Service Advertising Agency
(a) Research
·
Even prior to the formulation of the plan, an agency must
do some research.
·
The scope of research has expanded so much that,
independent specialized research organizations have been created to meet the
expanded needs of both marketing and advertising research.
(b) Planning
·
Ad agency and Client Company jointly prepare the
development of an advertising plan.
·
The advertising plan viewed as part of the overall
marketing plan.
·
The agency provides alternative budget proposals to help
the client determine how much should be spent on advertising.
(c) Creative Services
·
Creative service involves the writing of creative copy.
·
Copy writers frequently work in conjunction with artists
in the preparation of print advertising, and copy writers, art directors, and broadcast
producers usually combine their efforts in preparation of broadcast selling
messages.
(d) Print and Broadcast Production
·
Print production people are responsible for converting
copy into printing plates used to produce finished advertisements.
·
Proofs of advertisements are submitted for approval to
clients before final printing plates are made.
·
Broadcast productions were prepared by the advertising
agency
·
Agency personnel’s do the creative work on both radio and
television commercials.
·
They prepare the story boards and choose Props, costumes
and scenery.
·
The actual production of the commercial may be done by an
out-side producer under the supervision of an agency TV producer.
(e) Media Selection
·
An advertising agency selects suitable media for
advertising
·
Media choice involves a knowledge of each medium’s
characteristics and its coverage, as well as an understanding of the target
market to be reached.
(f) Account Management
·
In the small agency this function may be performed by the
president
·
In some cases, there may be an account group consisting
of several account executives headed by an account supervisor.
·
The contact person must know the functions and activities
of both the agency and client and must be able to interpret these satisfactorily
to both organizations.
(g) Accounting
·
Accounting is of prime importance to all businesses, it
has added significance to an agency.
·
Since the agency is responsible for payment to media, it
becomes particularly important to keep accurate accounts of billing, to check
the appearance of advertisements, and to maintain records of payments.
(h) Other Services
·
Agencies become more involved in promotional activities
(other than advertising). Some agencies provide merchandising for their clients;
that is they create sales promotional material such as print outs, displays,
etc.
·
They may also offer expertise in public relations
·
Some larger agencies provide services such as sales
forecasting, new product planning, and package development.
(2) In-House Agency
·
The in-house agency is owned and operated under the
direct supervision of the advertiser (manufacturer).
·
It performs all the creative and media services provided
by the traditional full service agency.
·
A major goal in adopting this approach is to reduce the
total cost of the advertising.
·
It ensures tighter control over the agency operations
both in terms of cost as well as creativity.
· An in-house agency may be influenced by built in political forces that might turn bias
(3) Creative Boutique
·
It is an agency that provides only creative services.
·
The client may seek outside creative talent because it
believes that an extra creative effort is required or because its own employees
do not have sufficient skill in this regard.
· Full service agency often subcontract work to creative boutiques
(4) Media Buying Service
·
These agencies are specialized in the analysis and
purchase of advertising time & space.
·
Both agencies and clients utilize their services
·
Because media buying services purchase such large amounts
of time and space, they receive large discounts and can save the small agency
or client money.
· Media buying services are paid a fee or commission for their work.
(5) Special Service Agency
·
Some agencies focus their efforts only in some selected
areas and then become specialists in those areas.
·
Its objective is to provide advertisers, advertising
agencies and the advertising media with a host of specialized services.
·
These firms collectively are called special service
groups
Marketing plans are using to attract and convert potential customers into paying ones
Research
·
Identify the potential customers of
products and services.
·
Conduct demographic research to
determine how your target market thinks and feels; where they live; what their
professions are; what their annual household income is; and what their needs
are.
·
Marketing and advertising needs to
address target market needs and desires.
Identify
the market situation
·
Determine how your company differs
from your competition, which is your unique selling proposition (USP).
·
State
the marketing objectives and goals
·
Write down the specific goals and
objectives your company intends on achieving with its advertising and marketing.
·
For example, your objective is to
increase your customer base by 10 percent over your existing amount of
customers, then list this as one of your goals.
Calculate
the marketing and advertising budget
·
Determine how much money can allocate
for marketing and advertising.
·
Generally, in the first few years in
business, a business allocates up to 20 percent of its overall budget toward
marketing and advertising.
·
The marketing and advertising budget
generally decreases down to 5 percent to 10 percent of the company’s money in
later years in business.
Decide
on marketing mediums
·
Make a list of the publications your
target audience read, the websites they visit and the social media networking
websites where they have accounts.
·
Essentially, you want exposure of
your business in all of the publications, e-newsletters, websites, social media
networks and more that your target audience is reading and using
21. Brand positioning
·
Advertising has to establish the brand in a
commanding position in the mind-sets of consumers.
·
In order to develop a clear position, the
communicator must somehow put together all aspects of product, trade,
competition and communication situation in a distinctive way for that brand.
·
Good positions are difficult to maintain, and
a company must be prepared to defend its position sometimes at great cost.
·
For instance-Kotak Mahindra positions itself in the
customer’s mind as one entity- “Kotak ”- one-stop solution for all their
financial services needs.
·
Brand Positioning involves identifying and determining
points of similarity and difference to ascertain the right brand identity and
to create a proper brand image.
·
Brand Positioning is the key of marketing strategy.
·
A strong brand positioning directs marketing strategy by
explaining the brand details, the uniqueness of brand and it’s similarity with
the competitive brands, as well as the reasons for buying and using that
specific brand.
·
Positioning is the base for developing and increasing the
required knowledge and perceptions of the customers.
·
Kinder Joy for small children is positioned
due to toys, shape, chocolate
·
Boost is the first choice when we think of
energy.
· Consumerism is a protest of consumers against unfair business practices and business industries.
Importance of consumerism
·
Stop unfair trade practices
·
Provide complete and latest information
·
Discourage anti-social activities
·
Implementation of consumer protection laws
· Protect against exploitation
Examples of consumerism
·
Education, since as a consumer you buy
education and in the future you will get a better job
· By paying more for a house because of its location will benefit you by being safe, and living in a better place
Types
of consumerism
Routine
purchases
·
Routine purchases are made with programmed
behavior on the part of the consumer
·
Buyer puts forth very little effort in
searching for the product and making a decision about which product to buy
·
Routine purchases are low cost items that do
not require high involvement on the part of the buyer
· Examples of routine purchases are soft drinks, snacks, milk and eggs
Purchase with a limited amount of decision making
·
Some products are purchased by the consumer
on a regular basis, but only occasionally
· The consumer may be familiar with the product category but will conduct research to find out information about an unfamiliar brand
Purchase with a high amount of decision making
·
There are purchases that the consumer’s make
that involve a high amount of research and decision making
·
These products are generally unfamiliar and
expensive, and they may be bought infrequently as well
·
The buyer experiences a high degree of risk
when buying these products, either economically, psychologically or
performance-wise
· Examples of these major purchases includes cars, homes and computer systems
Impulsive (spontaneous) buying
· The same consumer who spends hour trying to decide which computer to purchase
· This impulse purchases require no conscious prior planning, and decisions are made on the spot
23. Str
The Headline
·
The ad title offers a short, snappy preview of what the
reader will find in the copy.
·
The headline explains to the reader the key benefit or
offer you are providing.
·
Headlines are the largest part of the advertisement.
·
A good headline keeps a potential customer reading.
·
The headline is used to attract
attention, arouse interest, and make the ad more attractive and readable.
·
However, it should not be over 10
words and more than 15 % of the ad's total area.
The Body
·
The body of ad includes details about offer, details
about store or product and any other information want to highlight.
·
Keep your body text short and easy-to read.
·
Use bullet points or subheadings to break up the text.
·
Readers want to get the information they need as quickly
as possible.
Illustration
·
In most ads, the illustration is used
to attract attention.
·
Though the headline may be the
"stopper", the illustration is the most critical element in the ad's
success.
·
It can also visually communicate
product benefits and concept, and lead the reader into the headline and copy.
Logo
·
Because we read left to right and top
to bottom, the logo or company signature can be placed in the lower right hand
corner of an ad.
·
With this position, the logo is the
last element we see and most likely remember.
·
Also include a logo for the product to build up brand
recognition.
Brand Positioning Tagline (optional)
·
The tagline should always be placed at
the end of the body copy.
·
Individual Business Unit taglines may
be incorporated into advertising as headlines or within the body copy
Call to Action and Contact Information
·
All call to action and contact
information, including Business Unit name, telephone number, address, email and
URL should be positioned between the body copy and the brand bar
·
·
Set a time limit and clear, concise instructions for what
readers should do.
·
Call to action statements include: "Call Today to
Reserve Your Copy," "Only 100 Copies in Store, and "Only the
First 50 Customers Receive a Free T-Shirt.
Copyright, Trademark and Other Legal Information
·
Copyright,
trademark and other legal information should be positioned vertically along the
left edge just above the brand bar.
The offer
·
A good print advertisement offers readers an immediate
benefit or reason to learn more about product.
·
Offer is the hook that draws the reader in and it should
be the focus on the ad.
Certain
factors contribute to a person’s interest in purchasing a product or service.
For instance, a recommendation from a family member or celebrity can be
powerful. Someone’s age, culture, attitude or perception of need can also
impact how receptive the person is to marketing methods. There are subconscious
drivers that motivate consumers’ decision-making.
Psychological Influences on Consumer Behavior
(i) Scarcity (shortage)
·
Brands and retailers use scarcity to capitalize on the
fear of shortage.
·
This strategy can involve a company like Amazon
displaying only two or three products remaining in stock for a listing.
·
Other companies may use artificial scarcity. This is when
a new product marketing campaign limits sales (at first) to a certain quantity.
·
Psychologists generally consider scarcity to be a
powerful motivator for consumers.
(ii) Color Psychology
·
Color psychology examines how hues (colors) influence
human behavior.
·
Using bold colors to stand out on a website is one way to
implement color psychology and impact consumers.
·
It includes the meaning of certain colors, how colors
affect emotions and applications such as contrasting dark and bright colors.
·
More than 90 percent of people say that visual appeal is
the top factor affecting purchase decisions, compared to other sensory
experiences like taste or smell.
(iii) Price
Anchoring
·
Anchoring is a cognitive bias that refers to consumers’
tendency to place more importance on the first piece of information they
receive when making decisions.
·
In pricing situations, marketers place premium products
and services near standard options to help consumers choose the best value.
·
Being a fast-paced medium which has to convey
message in a matter of a few second, we should restrict to one major selling
idea.
·
Demonstration of the product is one key
advantage of TV and whenever possible product should be shown in use.
·
TV commercial is essentially a picture story.
It should use minimum copy.
·
Either at the beginning or the middle or
preferable at the end, the product and its package must be shown.
·
Product close-ups for sensory stimulation are
used for ice-creams, chocolate bars etc.
·
Since only a few seconds are available we
should arrest the attention of viewers by introducing the first frame with an
element of surprise.
·
Jingles have great value for India’s
audiences who like lyrics and melody. They are useful to create brand
awareness, and have a high re-call value.
·
The cast (actors) in the commercial should do
most of the talking.
·
Brand name/product benefit can be
super-imposed on screen to reinforce the oral message
·
It is advisable to identify the advertised
brand in the first 10 seconds. Later, the brand name should be repeated.
26. Radio ad copy
Radio commercials are recorded announcements. These commercials are read from prepared scripts by professional announcers, and may include special sound effects and music. These pre-recorded commercials may be in several formats.
Skit format – It is the use of a short play to hold audience attention and entertain them while at the same time, delivering the ad message.
Testimonial format – A movie star or sports star may deliver the ad message, mentioning that he too uses the product. This increases the believability of the ad message.
Musical commercial format – The ad message is presented in the form of a song or music to make it sweeter, likeable and memorable.
Real-life-situation
format – Dialogue between friends, mother and
child, husband and wife a retailer and his customer in a real-life situation is
delivered, with background sound effects to evoke a realistic setting.
·
It is regularly published on a specific page
of newspaper
·
It is few lines of small advertisement
· The message is told in least number of words with clarity and simplicity
· The rate is determined by the number of words in the insertion.
·
It reaches special audiences. Ex – situation
vacant for job seekers
·
It gives information about birth and death,
employment opportunities, matrimonial etc.
·
Classified ad comes with illustration is
called classified display advertisement
· It get more attention than the display ad
· This class of advertising is a very important source of revenue to the publishers.
28. Display advertisement
·
Display advertisements are the large
advertisements often spread across several columns or whole pages of newspaper.
·
Display advertisements occupy more than half
of the total available space of the magazine or newspaper.
·
It is called as display because the size of
the advertisements are large and have an illustration with bold type faces
telling an information and running matter called copy detailing the message.
· The emblem or the logo of the sponsor will be on display in the advertisement and it may be multi-color in special supplements of the leading newspapers.
Two types of display advertisement
·
Local display advertisement – placed by local
businessmen, organizations or individuals
·
National display advertisement – given by big
national concerns
29. Social and economic role of advertising / Functions of advertising
Economic role (functions) of Advertising
·
Advertising helps increase value for the products by
showing the positive image of the product.
·
Due to competition between two products the prices have
to come down
·
Advertising no doubt helps in employing more number of
people. It increases the pay rolls of people working in this field.
·
It helps collecting more revenues for sellers which they
use for betterment of product and services.
·
Sometimes, consumer may find the foreign product better
than going for the national brand. This will definitely effect the production and
economy of the country.
·
Advertising creates demand
and stimulate sales, and thereby contributes to the circulation of goods and
services
·
Advertising assigned a key role in ensuring
the mass distribution. Thus, advertising contributes to the economic
development of the society
·
Advertising has a positive effect on the
development and manufacture of new types of goods and services.
·
Advertising assigned a key role in the
creation and development of brands.
·
Advertising is a tendency to expand the
production of goods, and thereby promote employment in the manufacturing sector
of the economy
· Advertising is one of the main sources of funding for all types of media
Social role (functions) of Advertising
·
The relation between the buyers and sellers is maintained
if the buyers are satisfied with what they saw in advertise and what they got after
buying that product.
·
The ad has made an impact on customer’s minds and this
result in buying the product which they don’t even need.
·
All ads don’t impress all consumers at all times, because
majority of consumers buy products on basis of the price and needs.
·
Ads make poor people buy products which they can’t
afford, and buy products just because their favorite actor endorsed that
product.
·
Some ads are so offensive that they are not acceptable by
the buyers. For example, the ads of denim jeans showed girls wearing very less
clothes and making a sex appeal.
But at the last, there are some great positive aspects which help
- Development of society and growth
of technologies
- Gives choices to buyers with self
interest
- Welcomes healthy competition
·
Advertising provides employment to persons engaged in
writing, designing and issuing advertisements, and also those who act as
models.
·
Advertising promotes the standard of living of the people
by increasing the variety and quality in consumption.
·
Advertising educates the people about the various uses of
different products.
·
Advertising also helps in finding customers in the
international market which is essential for earning foreign exchange.
·
Ad provides an important source of income to the press,
radio and television network. The customers are also benefitted because they
get newspapers and magazines at cheaper rates.
· Advertising induces the manufacturers to improve the quality of their products through research and development.
Communication functions
·
Marketing communication means the organizations
attempt to inform, persuade, and remind consumers about products, services, or
brands.
·
It makes consumers aware about the availability of the product or service, about its
usage, price and special offers.
·
It attempts to persuade the consumers to
purchase and try the product.
·
It
reminds consumers about their needs.
·
It differentiates products, brands with the
competitors.
30. Key elements involved in establishing a brand
·
Creating a cultivated and passionate audience is one of
the essential things for any brand.
·
Loyal customer base is one of the most important building
blocks of a successful brand. Apple’s fanbase is usually taken as an example of
loyal customers.
·
Reputation is one of the critical elements to build a
memorable brand. Getting people to trust and maintaining that trust is also one
of the most challenging things for any entrepreneur to achieve.
·
A brand mission is derived from its core values, and it
is something there can’t be any compromises about.
·
Brand’s mission reflects the passion of the people
working on it; and it is one of the factors that make them stand above other,
similar brands.
·
Need to be unique in some way to be recognized and
remembered.
·
All brands try to increase their target demographics to
boost sales, but the most successful ones have a definite group that is their
priority and which receives the largest share of their attention.
·
·
Communicating with the old customers can help to
establish the brand.
31. Brand ambassador
·
A brand
ambassador is a person who is hired by an organization or company to represent a
brand in a positive light
·
Ambassador helps to increase brand awareness and
sales.
·
The brand ambassador is meant to represent the corporate identity in appearance, performance,
values and ethics.
·
The key element of brand ambassadors is their ability to
use promotional strategies that will strengthen the customer-product-service
relationship and influence a large audience to buy and consume more.
·
A brand ambassador is known as a positive spokesperson,
an opinion leader or a community influencer, appointed as an internal or
external agent to boost product or service sales and create brand awareness.
· Brand ambassadors are considered to be the key salesperson for a product or service on offer.
· Brand ambassador for boost is Sachin Tendulkar, Dhoni, Virat Kholi in different times and they insist boost is the secret of energy
· Brand ambassador for pepsi is Sharukh Khan, one of the famous Hindi stars.
· Brand ambassador for dairy milk is Amita Bachan, he is also a famous Hindi actor
32. Current issues in advertising
·
Organizations provide limited amount for advertising
·
The challenge begins in crafting the right message and
transforming it into something that looks new.
·
Crafting the perfect sales pitch is not easy. Example - “buy
now before it’s too late”, “wait there’s more”, or “for a limited time only”.
·
In creating the ideal content, there should be sincere,
detailed solutions that will answer the needs of the target customers.
·
Choosing the suitable advertising technique for your
business will involve a series of tests until you find the right one.
·
Probably, one of the hardest parts of advertising is
identifying the effectiveness of the campaign.
·
With limited resources, it can be tough to keep up with
the competition.
33. Importance of visual communication in advertising
·
In effective advertising, it’s not just words
that are needed to be communicate ideas and feelings, it’s the visuals too
·
·
Types of visual communication includes in advertising
are drawing, graphic, design, colors, signs, symbols, illustration, etc
· Generally visuals are better than words at getting and keeping attention
· Visual storytelling is engaging and maintains interest.
· To distinguish undifferentiated products, advertisers use visual associations representing lifestyle and type of users
·
The advertisements read “run with the hearts”
and is clearly aimed at an audience who love running for the personal joy it
brings them
34. Managing brand
· Brand management is a function of marketing that makes use of strategies and techniques to analyze and plan how the brand is perceived in the market.
· It aims to increase the overall perceived value of the brand in the long run and build a loyal customer base through positive brand associations.
Functions of Brand Management
§ Identifying the ideal target market,
understanding what motivates them to choose one product over others.
§ Developing an ideal brand message.
§ Communicating the brand promise to the customers.
§ Making efforts to build brand equity and measure it from
time to time.
§ Managing the brand architecture and communication
policies.
§ Building the brand identity.
§ Handling brand communication in
the market
§ Anticipating and accommodating new brand identity needs
35. Importance of logo in advertising
· Logo is a representation of an organization
· It is a graphical element such as picture, symbol, icon, text, etc
· Logo can be created with the help of typography
· Logo design is for immediate recognition of a company
· Logo is called brand of a company
· Logo shapes, colors, fonts and images are different from other logos
36. What is good advertisement?
- A good ad is memorable
- It is easily recalled
- It doesn’t confuse the viewer.
- Connects with its audience, their needs and desires.
- It includes a clear, prominent brand logo
- Features the company contact information including website.
- The ability of an ad to pull readers or viewers in.
- Ad should emphasize benefits rather than features.
- Ad should include a memorable factors, such as a tagline
- Contain a call to action, either in the form of a directive or an
invitation to take the next step.
·
It is also known as ‘prestige’ or Corporate
advertising.
·
The main objective of this type of
advertising is to create a favorable attitude or image towards the institution
in the eyes of shareholders, employees, suppliers or the general public.
·
Institutional advertising does not attempt to
sell a particular product but its main aim is to generate a public image of the
organization as a whole.
· Ex – Raymond advertisement. Even though the ad shows the product the ad stresses the brand name.
· It maintains the company’s reputation or good will among specific public or business audience.
· Enhance company’s image by promoting good causes such as award winning advertisements.
· Establish a level of awareness of the company’s name and nature of business.
· Educate the audience on subjects of importance to the company’s future (for example, profits, economics, prices, government controls, etc.)
· Bring about a change in specific attitude of the audience towards the company or its products.
38. TRP – Television Rating Point (Peoples meter)
· Peoples meter is used for calculation purpose
· It gives information about which program is watched by many people.
· The advertisement is given to television is based on TRP
· A device is attached to the TV set in a few thousand viewers houses for judging purpose is called people’s meter.
· These numbers are treated as sample from the overall TV owners in different geographical area
· This people’s meter records the time and program that a viewer watches on a particular day.
· Then the average is taken for a 30 days period which gives the viewership status for a particular channel
39. Soft and hard selling
· A soft sell is a promotion or person-to-person sales technique that is indirect.
· It may focus on building a reputation and relationship with customers.
· In soft selling a salesperson seeks to grow a profitable and loyal customer base.
· In terms of advertising and promotion, a soft sell may do nothing more than associate a positive emotion or idea with a brand.
· This tends to benefit large firms that have a wide presence whereby brand recognition and image can boost sales.
· A soft sell that demonstrates confidence and status.
Hard selling
·
A hard sell is a direct approach to promotion
and sales.
·
It is characterized by aggressive sales
pitches and repeated calls to action.
·
A hard sell may also make strong claims to
address common objections.
·
Hard selling is considered a hunting approach
to sales whereby a salesperson aggressively seeks an immediate sale.
·
Sales pitches may be dramatized and direct
with a variety of objections handled with promises such as guarantees or
customer references.
·
Price is immediately presented often with
some type of discount already applied.
·
Calls to action such as buy now, call now,
are pushed forward early and often.
·
Hard selling is a uncommon skill and a
salesperson who is good at it can be a valuable resources to a firm
40. Consumer Vs industrial advertising
Consumer advertising
·
Consumer
advertising is messages paid for
by companies and delivered through mass media.
·
The objective is to inform
or persuade consumers of
the merits of brand and products.
·
· Magazine, television, radio, internet are the tools of consumer advertising
· In consumer advertising, appeals are directed to consumers who ultimately purchases the product for consumption.
· The producers use various agencies such as wholesalers, retailers, departmental stores, etc. to sell their product
· The producers of industrial goods use such advertising in which appeals are directed to create demand for their industrial goods by urging industrial users to purchase the product advertised.
· It is to inform the users of the industrial products, technological and other developments.
· It speeds up sales of industrial products by announcing several concessions.
· It motivates distributors.
The News Headline
·
If the product or service offers something newsworthy,
announce it in headline.
·
It is used to introduce a new product or the improvement
of an existing product.
·
Here are some words can be used in News Headlines. New,
Announcing, Introducing, Finally, At last. Ex: “At last! A
Tooth Paste Kids Will Love”
The Guarantee
Headline
·
This state a desirable benefit and guarantee results or
other benefits in the headline.
·
Examples: Makes Money in 90
days Or It’s FREE Under 100%
The How To Headline
·
Adding ‘how to’ in front of the headline as these type of
headlines promise a source of information, advice and solutions to their
problems.
·
Example: “How To Win Friends
And Influence People”
The Benefit Headline
·
It sells the benefits of the product
·
It is a powerful, compelling benefit driven headline
which they can’t easily get somewhere else.
·
Ex - Stops headache in 5 Minutes
The Question Headline
·
The headline is framed based on a question
·
Examples: “Do You Make These
Mistakes In English?
The Reason Why
Headline
·
This gives the customer specific reasons why they should
read the ad, sales letter or website.
·
These are very effective because they contain facts and specific
numbers.
·
Examples: 37 Fun And Easy Ways
To Earn money
The Testimonial
Headline
·
It uses a customer testimonial for a headline.
·
This gets customers to sell the product by talking about
the benefits they received.
·
Examples: In Six Months My Account
is OVER 2,00,000 rupees
The Command Headline
·
This tells your customers what to do.
·
Your command should encourage action by offering your
prospect a benefit which will help them.
·
The most effective command headlines start out with
action verbs.
·
The creative director is responsible for overseeing all
creative products produced by an advertising agency.
·
Creative directors ensure the high-quality creative
content for its clients and oversee the entire creative team, including
copywriters, art directors, and designers.
·
A creative director generally gets the glory when a
campaign is a success and, conversely, takes the blame when it's a failure.
·
An ad agency creative director must be highly imaginative
and an effective manager of talent.
·
They have to balance the concerns and needs of many
people: the partners and owners of the ad agency, their clients, the account
executives who work directly with clients, and the people who work under them.
Ad Agency Creative Director Duties & Responsibilities
- Develop advertising campaigns for
clients.
- Manage a large team of creative
writers and designers.
- Assign projects to individual team
members.
- Work cooperatively with account executives and clients.
· Brand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission.
· This personality is a qualitative value-add that a brand gains in addition to its functional benefits.
· Customers are more likely to purchase a brand if its personality is similar to their own.
· Dove, for example, chooses sincerity as its brand personality, to attract feminine consumers.
Importance of Brand Personality
§
Branding is a lot more than just name, logo, and
tagline.
§
Besides the fact that brand personality is imperative to
differentiate the product in the market
§ Brand identity and brand personality are two
interconnected tools which helps in developing a desired brand image in the
market.
§ Brand personality teaches customers how they should be
using the brand’s products.
§ Brand personality helps develop emotional connection with
the like-minded people
44. Brand image
·
Brand image is the
perception of the brand in the mind of the customer.
·
It is an aggregate of
beliefs, ideas, and impressions that a customer holds regarding the brand.
Importance of Brand Image
§ More profits as new customers are attracted to the brand.
§ Easy to introduce new products under the same brand.
§ Boosts the confidence of existing customers. Helps in retaining
them.
§ Better Business-Customer relationship.
Examples of Brand Image
§ McDonald’s has an
image of an inexpensive brand that serves the food very quickly.
§ The brand image of Nike is
different from other apparel brands. It deals only in sportswear.
45. Advertising budget
·
In this method some 3,5 or 7 percent of
amount will be taken either gross or net sales determined for advertising.
·
For example if the sales are worth Rs. 300
lakhs, taking 3 percent (9 lakhs) of this for advertising.
·
The sales figure in the above calculation may
be based on past sales or expected future sales for the time period.
·
It depends upon the number of machines sold
or units or product sold.
·
For example an automobile firm selling 500
cars a year will decide to spend Rs. 200 for each car sold as advertising
expenses.
· Thus a total of Rs. One lakh will be the advertising budget.
Objective-and-Task method
·
It is based on established advertising and
the task to be accomplished, and then determining the required size of the
budget.
· For example, a company decides to increase the awareness of its brand in a certain market segment to 50 percent.
· The required task to achieve this awareness are detailed, and a suitable campaign programmer is chalked out.
What-can-be-afforded method
·
In this method the budget is randomly set
without any analysis of the task of advertising.
·
It is based on the advertiser capacity what
amount they are able to spend for advertising
Competitive parity method
· Yet another common method is to frame the advertising budget in such a way that you are on par with competitors.
·
Spend as much as the competitors do.
·
Here, advertising is taken as a defensive
device and not an offensive tool to achieve marketing objectives.
46. Advantages and disadvantages of new media advertising
Advantages
·
·
Promoting brand online doesn’t cost nearly half as much as one
of those other traditional means.
·
We can post ads online and create campaigns in very low
cost
·
Social media create a page and start posting quality content on it.
·
It helps target specific customers. It’s how companies
multiply their sales, by reaching all the right people.
·
Platforms like Facebook or Google, for instance, give you
access to all sorts of data about target audience, like age, purchase patterns,
location, interests, etc.
·
In a nutshell, you find out who your loyal customers are,
what they like, and how to create content specifically for them
·
Digital advertising allows tracking results.
·
Using web analytics and
online tools, you get to learn what your campaigns did best and where they went
wrong.
Disadvantages of Digital Media Advertising
·
Digital marketing is complicated, and it’s a science that
needs a lot of time to master.
·
Between SEO, paid ads, pay per click ads, social media
campaigns, websites, and tons of other things, you’ll need a very capable team
to manage that
·
It’s a lot to absorb and more update new trends and tools
to improve the performance of campaigns.
· If you offended someone with a campaign it can go viral within hours and your business can be easily ruined.
· There are some gathering data on users without their permission is both unethical and should be illegal.
47. Stages in advertising campaign
1. Market research
·
It
is important to do at least some basic research before start doing advertising.
·
Current
customers can be asked questions about why they come back to you, as well as
taking a close look at target demographic’s needs and interests.
2. Budgeting
·
It
is planning of how much money is going to spend for advertising.
· It depends upon the medium going to be used, the reach, number of times telecasting or printing, etc.
3. Setting goals
·
The
aims for a particular advertising project is to be set
·
The
goal may to increase the sales, or to maintain the same position in the market
or brand and audience positioning, or promoting brand, etc
4. Advertising venue
·
The
website, tv station, newspaper, radio station, magazine or other advertising
venue are used to do advertising campaign
·
The
budget determines the selection of media
5. Choosing creative’s
·
Choosing creative people’s for writing copy, shoot
and design ad
·
It is important for an ad campaign to reach the
brand or product to the audience through its copy
6. Designing
·
The next stage is designing the ad whether it is for
print or for broadcast medium
· Designer, camera man, sound engineer, editor, photographer are needed to complete this task
7. Placing the ad
·
It
is time to place the ad in the already selected medium
·
It
could be print, broadcast or new medium
8. Evaluation
·
The
effectiveness of ad can be measured once the ad reached the audience
·
If
it included a coupon, for instance, you can simply count how many customers
brought in the coupon.
·
It
may be simply comparing sales before, during and after advertising campaign.
·
Spend
some time on analyzing how advertising campaign worked. That information can
point to more effective uses of advertising in the future.
48. Importance of advertising campaign
·
· They share same messages and themes placed in different types of medias at some fixed times.
· The time frames of advertising campaigns are fixed and specifically defined.
· Social media, online advertising, print and broadcast ad or in-store retail promotions, help raise the visibility of company's brand or products they sell.
· Well-chosen selection of media that can place ads in front of customers.
· To increase brand awareness, sales and communication within a specific market.
· The best ad campaigns are often the ones that clearly articulate the brand value to their audience
· It stay for long days in consumers mind
· It makes the audience to think of the brand while purchasing
49. ASCI (Advertising Standards Council of India)
· ASCI is a non - profit organization
· It ensures the truthfulness and honesty in advertising
· It is to safeguard against misleading advertising
· It enforces ethical code of advertisement
· To ensure the advertisement are not offensive
· To safeguard against indiscriminate use of advertising for promotion of products
· To ensure that advertisements observe fairness in competition
50. Advertising is a mass communication process
· It is true to say that advertising is a form of mass communication.
· Advertising reaches large number of audiences hence it is mass communication
· Advertising is a process of transmission of information by the manufacturer of a product to stimulate the behavior of the buyer to buy a particular product.
· Advertisers can reach their audiences through television, radio, cinema, print medium, outdoor advertising, sales promotion and the Internet. Hence, advertising is a form of mass communication.
· Advertising audiences are heterogeneous in nature and scattered in a vast geographical area.
· Like mass communication audiences, advertising audiences are personally unknown to the communicator
· Advertising delivers the same messages simultaneously to a vast and diversified audience.
· Characteristic of advertising is the speedy and continuous dissemination of the message.
· Advertising does not get direct feedback from the receivers like mass communication.
51. Retail advertising
·
Retail sellers, place their advertisements
through various type of media to increase their sale.
·
Small sellers need advertising media through
their workers whenever there is need. This type of advertising can be called as
retailed advertising.
·
Retail advertising is meant to increase sales
immediately.
·
Products advertised in retail ads are intended to be
purchased that day.
·
Sales results can be seen at the cash register within
hours after the advertising hits the media
52. Types of layout design in print media
1. BIG TYPE LAYOUT
·
· It uses extra large fonts and font styles that grab attention.
·
Visuals
are of secondary importance. The ad’s beauty and appeal are defined by its
typeface and meaning.
·
This
layout is bold and covered by huge letters and words,
which takes up to 80% of the ad.
2. ALPHABET-INSPIRED LAYOUT
· This is the type of layout format that focuses on letters of the alphabet as an inspiration for the idea of the ad.
· Fonts styles both capital and lowercases and other elements forming patterns and design.
· It emphasizes the arrangement of the elements that will give an impression of an image.
3. BIG-PICTURE
LAYOUT
· This layout shows a single, large illustration that dominates the space with minimal text and a logo or signature.
· A Poster like layout type that shows importance to the Main Visual.
4. MONDRIAN LAYOUT
· Mondrian layout, named after the Dutch painter Piet Mondrian.
· The use of primary colors; red, yellow and blue is a must.
· Black bars that produces rectangular shapes are the characteristics of this layout format.
5. MULTI-PANEL LAYOUT
·
Also
known as “Comic–Strip Layout” and “Story Board Layout”.
·
A
Visual Oriented layout format that contains several panels in various shapes
and sizes
· Each showing the different features, usage, applications of a Product or Services per panel that are associated with “CAPTIONS” explaining the visual contents.
· It uses several frames or panels or images to tell a narrative.
6. FRAME LAYOUT
·
The
ad layout is enclosed by a border.
·
Used
especially when the ad will appear on a crowded page.
·
The
frame separates the ad from the items surrounding it.
·
The
composition features a prominent element which partially or completely
encircles the bulk of the ad, focusing attention on its center.
7. SILHOUETTE LAYOUT
·
Type
of layout that deals with all design elements are clustered together to create a recognizable shape, and can be seen by one solid color.
·
Usually
very minimal in design.
· Emphasis shape of product or image that reflects product.
· This layout usually used to represent a very classy product.
53. Advertising layout stages
1. Thumbnail sketches
· Thumbnail is a small, rough, rapidly produced drawing, the artist uses to visualize layout approaches without wasting time on details.
· Thumbnails are very basic.
· Blocks of straight lines indicate text placement, and boxes show placement of visuals.
· The best sketches are then developed further.
2. Rough layout
·
The artist draws to the actual size of the
ad.
·
Headlines and photographs are sketched in,
and body copy is simulated with lines.
·
The agency may present rough to clients –
particularly cost conscious ones.
3. Comprehensive
·
Comprehensive layout is highly refined
facsimile of the finished ad.
·
Copy for the comprehensive is typeset on
computer and positioned with the visuals, and the ads are printed as a full-colour
proof.
· At this stage, all visual should be final.
4. Dummy
· A dummy presents the handheld look and feel of the design
· The artist assembles the dummy by hand, using colour makers and computer proofs, mounting them on paper, and then cutting and folding them to size.
· A dummy for a brochure, e.g. is put together, page by page, look exactly like the finished product
5. Mechanical (paste-up)
· The types and visuals must be placed into their exact position for reproduction by printer.
· Today, most designers do this work on computer, completely by passing the need for a mechanical.
· Some agencies, still make traditional mechanicals where black type and line art pasted in place on a piece of white art board called paste up with overlay sheets indicating the hue and positioning of colours
6. Approval
· The work of copywriter and art director is always subject to approval.
· The larger the agency and the larger the client, the more difficult this process becomes.
· A new ad concept is first approved by the agency’s creative director followed by the account management team, the client’s product managers and marketing staff.
· Both the agency’s and client’s legal department scrutinize the copy and art for potential problems.
· Finally the company’s top executive review the final concept and text
54. Role of account planning
·
The account planner is the person on an advertising team
who is most likely to have spent time with consumers or customers, observing
the consumer's path to purchase, asking consumers how they think about and use
the product or service.
·
Account planning brings the
consumer into the process of developing advertising.
·
The account planner is responsible for understanding the
place of the brand in the consumer's mind.
·
Account planners stay engaged in the campaign process
from the initial client briefing and throughout the advertising cycle.
·
The Account Planner has a role to identify with the target market and unlock
insight that creates value between the consumer, the brand and the
category of Product (business) or service.
·
The thoughts and observations are taking into a value
proposition and make up a document called a Creative Brief that is used to
create advertising campaigns and other marketing communications.
·
Account planning is an advertising agency department and
works alongside client facing managers, buying advertising(media), and creating
advertising.
·
Account planners have often been called 'the left side of
a creative brain.
·
Their primary function is to find consumer truth and
insight that helps the creative teams create work.
55. Appeals in advertisement
Rational (based on reason) appeal
advertising
· This type of advertisements are based upon the premise that the buyer is a rational, economic buyer and his buying decision is entirely based upon the utility of the product.
· In this type consumer expecting low price, long life, satisfaction, quality and quantity, etc.
Emotional
appeal advertisement
·
The emotional appeals are designed to evoke
and satisfy the psychological needs of the buyers.
·
These needs are generally ‘wants’ rather than
‘needs’.
·
These appeals are in the area of love,
friendship, to be considered important by others, to be a responsible parent,
to look better, etc.
·
Diamond and jewelry are sold on the basis of
love for the wife and life insurances sold on the basis of providing to the
loved ones.
Positive appeal advertisement
·
The positive appeal emphasizes what the
product will do to satisfy consumer needs.
·
The product may be advertised as the best in
the market and the company may advertise itself as number one.
·
Some special unique features of the product
may be strongly stressed.
·
Positive appeal advertisements convey some
repeat message and create confidence and assertiveness in the buyer.
·
They emphasize that the product service will
change the lifestyle of a consumer from good to better.
Negative appeal advertisement
·
The negative appeal advertisement is
generally putting one’s own product down so that people are impressed by the
honesty and straight forwardness and therefore buy the product.
·
For example, the second largest car rental
agency in America, Avis Corporation put out advertisements saying, “we are only
number 2” and this caught the attention of the reader.
Fear appeal advertisement
·
Fear appeal advertisements use threatening
situation for which the advertised product offers the best solution.
·
Insurance companies often capitalize on the
fear of the most families who are scared to think of what would happen if the
head of the household passes away.
·
Advertisements such as AIDS, cancer, smoking
and other contagious deceases can be cited as good examples.
Humorous appeal advertisement
·
·
MTR gulab jamun ad is the example for this
appeal
Sex appeal advertisement
·
Beautiful girls are used as models for
advertising many types of products and services.
· These appeals are highly successful when the products and services can be related to the models such cosmetics, jewelry and fashion clothing.
56. Describe typography
·
Typography is the art and techniques of arranging type, type
design and modifying type glyphs.
·
Type glyphs are created and modified using a variety of
illustration techniques.
·
The arrangement of type involves the selection of typefaces,
point size, line length, leading (line spacing), adjusting the spaces between
groups of letters (tracking) and adjusting the space between pairs of letters
(kerning).
·
Typography is performed by typesetters, compositors,
typographers, graphic designers, art directors, comic book artists, and
clerical workers.
·
Digitization opened up typography to new generations of
visual designers
· Serif, sans serif, script, and decorative are some of the typeface designs.
· Some company create their own typography to use it in logo.
57. Media planning strategy and methods / Selection of media
The following are the factors determines the selection of media
Class of the audience – The audience can be classified based on social status, age, income, educational standard, religion, etc.
Extent of coverage – The advertiser must consider the number of audience to be covered by medium
Nature of product – It is a principle factor
governing the selection of the medium.
Ex car advertisement can be done in English newspaper
Nature of competition – If the competition is stiff, the famous medium and large advertising budget is required
Reputation of medium – Advertisement in famous newspaper, radio, TV are recognized and believed as true.
Cost of the medium – Some mediums are cheaper and some are costlier. The medium is selected based on the budget.
Time and location – The location of the audience and the time by which it should reach them must also be looked into consideration
58. 4 Ps of marketing / marketing mix
·
The four Ps of marketing are
the key factors that are involved in the marketing of a goods or service.
·
It is referred to as the
marketing mix, they are product, price, place, and promotion
Product
·
Product refers to a goods or service that a company
offers to customers.
·
A product should fulfill an existing consumer demand.
·
A product may be so compelling that consumers believe
they need to have it and it creates a new demand.
· Business executives need to have a plan for dealing with products at every stage of their life cycle.
Price
·
Price is the cost consumers pay for a product.
·
In some cases, business executives may raise the price to
give the product the appearance of being a luxury.
·
Alternatively, they may lower the price so more consumers
can try the product.
· A discount can sometimes draw in more customers.
Place
·
Company makes decisions regarding place, where they
should sell a product and how to deliver the product to the market.
·
In some cases, this may refer to placing a product in
certain stores.
· In some cases, placement may refer to the act of including a product on television shows, in films, or on web pages in order to garner attention for the product.
Promotion
·
Promotion includes advertising, public relations, and
promotional strategy.
·
The goal of promoting a product is to reveal to consumers
why they need it.
·
Marketers tend to tie promotion and placement elements
together so they can reach their core audiences.
·
For example, In the digital age, the "place"
and "promotion" factors are as much online as they are offline.
59. Market segmentation
·
The market for most consumer goods and services are
heterogeneous (mixed)
·
The diverse nature o
·
In view of the above differences, the product or service
cannot be offered in the same form and at the same price to all the consumers.
·
The market itself, therefore, needs to be divided into
sub-markets or segments based on the above mentioned criteria.
·
Only then the marketer will be able to satisfy the
varying needs of the buyers.
·
Example – Shoes for children, men and women, formal wear,
casual wear and sports models and so on
Advantages of market segmentation
·
It enables the marketer to have better
control over the market.
·
It is possible to satisfy the varying needs
of the buyers.
·
It makes it possible for the seller to know
the response and reaction in each segment.
·
The marketer can adopt the right strategy at
the right time. Example children shoes in beginning of the academic year.
·
It is possible to compare the performance of
two or more segments.
·
It also helps the marketer to select the most
appropriate promotional tool for each segment.
60. Methods of market segmentation
Geographic segmentation
·
Segmentation of market is done based on the
geographical area.
· Newspapers adopt such a method. The same edition cannot be released in all regions. Separate editions of The Hindu newspaper are being brought out for Chennai, Huderabad, Delhi, Kochi and so on.
·
In this case, the population characteristics
such as age and sex get focus.
· For segmenting the market or certain goods like footwear, ready-made garments, etc., the age and the sex of the buyer become the key factors.
Socio-Economic segmentation
·
The main criterion here is the ability of the
buyer to pay for the goods.
·
The manufacturers bring out goods for the
lower income group, middle-income group and also for the higher income group to
satisfy their needs.
· For example, people belonging to the lower income category may buy a black and white television set. People in the middle-income category can afford to buy a color television set. People in the higher income category may prefer the ultimate in color TVs – a big screen model or a home theatre.
Product
segmentation
·
The segmentation is done based on product
characteristics.
·
There are number of segments in a departmental
store each offering a particular type of goods.
· The advantage of product segmentation is that a buyer wanting only fruits and vegetables can just walk into that segment that sells fruits and vegetables and buy.
Benefit segmentation
·
Segmentation of the market can also be done
based on the benefits sought by the buyers out of a particular product.
· For example, every motorcycle company tries to satisfy the following needs that are affordable prize, fuel efficiency, speed, stylish look, low maintenance, etc.
Volume segmentation
·
Here, segmentation of market is done based on
the volume of purchases made by the buyers.
· For example we can get hair oil from rupees one, 20ml, 100ml, to big pack.
Marketing factor
segmentation
·
The behavioral patterns of the buyers change
with a change in the marketing activities of a business.
·
61. Role of advertisement in society
·
Advertising is an instrumental in generating more
employment opportunities.
·
It provides jobs to artists, printers, script-writers, videographer,
photographer, sound engineer, video editor, etc.
·
Through the medium of advertising people gets information
regarding new products.
·
It increase people’s standard of living.
·
The main communication media are Newspapers, Magazines,
T.V., Radio, etc. Major source of their income is advertising.
·
Healthy competition prevails in the market and the entire
society stands to gain from it.
·
Advertising is helpful in
the economic development of the country.
·
Advertising is a great educator. It is a form of
education. Every advertiser has something to share with the society.
·
Employer speaks of job vacancies and an idle candidate
solicits job; parents hunt brides and bride-grooms; producers speak of their
products, service or the idea that they propose to sell.
·
Advertising transforms culture from one generation to
another
62. Stages in creative copy writing
Primary stage
·
The first phase of creating an advertisement
copy is charting program for advertisement.
·
The copy writer must assess the budget
proposed by the advertiser before writing copy.
·
The copy writer must collect more and more
details about the product such as quality, size, and uses and so on.
· The media preferred by the advertiser must be analyzed and decision must be based on the media selected.
Incubation stage
·
The copy writer allows his associates to
think over it and to find a novel, suitable and appropriate aid for that
advertisement copy.
·
As like eggs are kept under constant heat,
the advertising aids are kept under constant thought, to give a concrete shape
to the advertisement.
·
Illumination stage
·
The illumination stage in copy writing is to
highlight the various important parts of the advertisements.
· In this stage it would be more or less a group discussion among the copy writer, his aids, producers of the advertisement and the advertiser.
Production stage
·
This is the final stage of preparing copy
writing for the advertisement.
·
The term production here means only the
creation of copy for the advertisement.
·
After creation of the copy, it would be
handed over to the technical side for further procedures.
63. Importance of branding
·
People can easily identify the
company and buy the product.
· Brand stand out separately from the competition.
· Logo, color, product, service, etc. tell the customer
about the company. Ex – if we want to buy a coat suit our first choice is
Raymond.
· If the brand name is familiar, people tell others to buy
the products.
· The brand represents the quality of the product
· Brand connects the customer emotionally.
·
Good brand is the value of the
business. Mobile – Nokia, Samsung.
64. Product Vs non product advertising (PSA)
Product advertising
·
Product advertising, as the name suggests,
deals with the non-personal selling of a particular good or service.
·
Most advertising is of this type and designed
to promote the sale or reputation of particular product or brand or service.
·
This type of advertising may be done by
manufactures, middlemen, or a retailer-dealer and it may emphasize the product
itself or some of its features such as price, service or quality directly
associated with it.
·
Product advertising may be primary demand and
selective demand advertising.
·
·
In contrast to this in selective demand
advertising appeals are directed to promote the sale of a specific make of the
product, for example, of Bajaj scooters rather than promoting the demand of
scooters in general.
Non product advertisement (PSA)
·
PSA sells messages and ideas
·
It’s main purpose is to educate public
·
It is concerned with social issues that
affect the community
·
It highlight social issues such as dowry,
alcoholism, communalism, pollution, etc
·
PSA is sponsored by either a business
organization or non-profit organization or government organization
·
It is focused on improving our health,
environment, culture, etc
·
PSA on no smoking create awareness to prevent
cancer
·
Alcohol damages liver, kidney, this creates
awareness not to have alcohol. It spoils one’s health and his family
·
Tyre burning should be avoided during Bhogi,
because it causes air pollution and creates awareness to prevent it
·
The crackers which create heavy sound should
be avoided
· Helmet should be worn while driving for head safety
65. Direct mail advertisement
·
Direct mail advertising is direct in its
approach and hence referred to as ‘direct advertising’.
·
In this advertisements message is sent direct
to the customers by mail.
·
It is one of the most important and oldest forms
of advertising.
· In sending the message by post is best example for direct mail advertisement.
· Leaflets are simple sheets of paper printed on one or both sides.
· Sales letters or post cards may be handwritten or types communicated to customer.
· Folders are also simple sheets of papers folded in an attractive manner
· Catalogue is an exhaustive list of the products of a manufacturer indicating the price of each product and quality.
· Booklet consists a number of paper sheets bound in the form of a small book containing all the necessary information in detail.
· Brochure is also a booklet containing a detailed history of the manufacturer and of the product, explaining each and every aspect of the product with or without the help of pictures or photographs.
66. Outdoor advertising
·
It is the method of advertising outside the
house (not like newspaper, TV, Radio)
·
Outdoor advertising projects the message to a
large number of people of various interests.
· Outdoor advertising is meant public and provides the advantage of reminding the people frequently of the products and their specialties.
Various forms of outdoor advertisings are:
Poster advertising
·
Poster advertising refers to posters which
are often pasted on walls.
· They bring big content pictures. Advertising for a film is done in this method.
Advertising boards
·
Advertising boards are kept at certain fixed
places especially at points where people frequently assemble such as bus stop,
railway station.
·
These boards are made of metallic sheet
enclosed in a wooden frame and fixed with a panel having a specified height at
main junction.
Electronic display
·
Electronic boards are placed on the road side
to advertise the product and to give road safety rules by the police
department.
· It attracts attention easily and acts as a memorize even when it is dark all around.
Transport advertising
·
It refers to moving advertising.
·
The advertisement on moving vehicles such as
trains, buses, taxis, offer good examples of this type of advertising.
·
This method is a low cost medium and is
considered to be very effective.
Sandwich board
·
This type of advertisements hire persons who
move in a procession with boards and notices in hands and also playing musical
instruments to attract the attention of the general public.
·
Balloon advertising
·
It is advertising is done on balloon
· The product or manufacturer name is printed on big size balloon and fly at high
Banner advertising
·
It is fixed at the road side in a bigger size
to advertise the product to the road travelers
·
The visual dominates the design since the
travelers are not able to read the text while in moving.
67. Types of electronic media advertising
(1) Radio advertising
·
Radio advertising is having a history of
about 50 years to its credit.
·
It may be described as word of mouth advertising on a whole
scale.
·
It is only because the advertiser delivers
message orally and not visually.
·
It is quite different with other media
because it makes appeal to the ear and not to the eye
·
The message is conveyed to the mass whether
literate or illiterate.
· Advertisers using the radio as the medium of advertising may be national, regional or local.
· It serves local rather than national or regional markets, because of many factors such as language problems or the appeal to the listeners may be different from region to region.
· Radio timings for commercial advertisements are called as ‘Radio Spots’.
· Depending on the message content the timings of slot can be chosen.
· It can be for general audience during the broadcast of film and dramas or special audience during the farm and home, women’s programme and children’s programmers.
(2) Television
·
Television is a very attractive medium for
advertising.
·
TV provides features of sound, sight, motion
and immediateness
·
·
This media is particularly advantageous for
those advertisers whose products require demonstration.
·
Television ad creates more impact on society
·
It makes the customer to identify the product
in the market
·
Advertisements come between 7pm and 10pm is
called prime time ad
·
Based on the TRP, television programmes get
advertisement
(3)
Film Advertising
·
Film advertising has advantageous of sound,
motion, visually and timeliness.
·
Advertising films are short publicity films
which are generally shown in carrying the sales messages of a particular
manufacturer of brand.
· They generally, put the sales message into a short story to interest.
· Sponsored films are combination of advertisements and entertainment.
(4) Video Advertising
·
Most of the entertainment based video records
are produced with advertisements.
· Most of the film based video records carry a larger number of produce advertisements to catch the consumers.
· This type of advertisements are very short duration for example 10 or 20 seconds duration.
68. Print media advertising
·
Press advertising remains the most popular
and effective method of publicity today.
·
Newspaper and Magazines have become the part
of the culture.
·
It plays a very important part in
advertising.
Newspaper
·
Newspapers are a popular medium to inform a large number
of customers.
- Advertisement
in newspaper comes in color and black and white.
- The
advertisements are charged based on the space it occupies
- A
front page color ad is very high cost than the middle page black and white
ad
- Newspaper
advertisement has short duration of life.
- The
value of the advertisement depends upon the popularity of the newspaper it
is advertised.
- The
advertisement in newspaper may be local, regional, national or
international
- Newspaper
ad can be display ad or classified ad.
·
Magazine is another popular and wisely used advertising
medium.
·
Magazines are treated as source of information and
entertainment.
·
Based on customer characteristics, a proper magazine
should be selected for publishing advertising message.
·
Advertisements in magazine are high quality than in
newspaper
·
Magazine advertisement has long duration of time
·
Generally magazine ad has more value than newspaper ad
·
Magazine ad reach is high and reaches specific audience
hence it is effective
·
Advertisements related to fashion, sports, vehicle, etc
are placed in special magazines such as sports star, motor vikatan, etc. to
reach the target audience
69. Factors that influence consumer’s decision making
A marketer needs to understand consumer needs. A consumers buying behavior is influenced by cultural, social, personal and psychological factors.
1. Cultural factors
·
Cultural and subculture are particularly
important in buying behavior.
·
Cultural is the most fundamental determinant
of a person’s wants and behavior.
·
The growing child acquires a set of values,
perceptions preferences, and behaviors through his or her family and other key
institutions.
2. Social factors
·
Social class show distinct product and brand
preference in many areas including clothing, home furnishing, leisure
activities and automobiles.
·
Social classes do not reflect income alone,
but also other indicators such as occupation, education and area of residence
and many other characters.
·
People buy things to show their status
depends upon their level whether they are upper class, middle class or lower
class
3. Personal factors
·
Buyers age, occupation, economic
circumstances, lifestyle and personality and self- concept are the personal
factors which influence buying decision.
·
People buy different goods and services over
a lifetime. They eat baby food in the early years, most foods in the growing
and mature years, and special diets in the later years.
·
Taste in clothes, furniture and recreation is
also age related. Consumption is shaped by the family life style.
·
4. Psychological factors
A person’s buying choices are influenced by four major psychological factors motivation, perception, learning and beliefs and attitudes.
(i) Motivation - A person has
many needs at any given time. A need becomes a motive. The level of motivation
influences the buying behavior of the consumers.
(ii) Perception - It is the
process by which an individual selects, organizes and interprets information to
draw a meaningful conclusion. The consumer perception towards a particular
product (Apple iPhone) and the brand also influences his buying decision.
(iii) Learning - When people act,
they learn. Learning involves changes in an individual’s behavior arising from
experience.
(iv) Beliefs and attitudes - Through
doing and learning, people acquire beliefs and attitudes. These in turn
influence buying behavior. Attitudes put them into a frame of mind of liking or
disliking an object, moving toward or away from it.
70. Consumer decision making process
Problem recognition / needs
·
The buying process starts when the buyer
recognizes a problem or need.
·
The need can be triggered by internal or
external stimuli.
·
Internal stimuli - hunger, thirst, etc
·
If a person wanted to buy a mobile phone is
his/her need
Information search
·
The person may enter active information
search looking for reading material, phoning friends and visiting stores to
learn about the product.
·
The person searching various information’s
about mobile phone.
Evaluation of alternatives
·
In this the consumer is trying to satisfy
from the product solution.
·
The consumer see each product as a bundle of
attributes with varying abilities of delivering the benefits sought to satisfy his
need.
· Example – The person searches brand, price, camera, battery, life, etc and compare between various brands while purchasing a mobile phone
Purchase decision
·
After verifying all the mobile details the
person comes to a decision to buy a particular brand.
· In executing a purchase intention, the consumer may make up to five purchase sub decisions like a brand decision, vendor decision, quantity, timing decision and payment method decision.
Post purchase behavior
·
After purchasing the product (mobile phone), the
consumer will experience some level of satisfaction or dissatisfaction.
·
Marketer must monitor post purchase
satisfaction, post purchase actions and post purchase product uses.
71. Advantages and disadvantages of television advertising
Advantages
· TV advertisement reach local, regional, national and international level in a short period of time
· By using visuals, sound and actions it allows the people to see and bear the message
· It is highly effective in influencing people
· Advertisement comes in different channels and different timings to hit the target audience
· Ex - children ad comes in between cartoon program
· Customers have a wide variety of options to select a product
· Ex - to select a mobile phone Samsung, micromax, nokia, and many companies are there
· It is useful and comfortable for small size organization
Disadvantages
· TV advertisement needs more money
· Ad has to be repeated several times to reach the audience
· Organizing and producing TV ad is a complicated progress
· It is very difficult to make changes in the ad
· Since the ad comes for few second, it is not effective
72. Advantages and disadvantages of newspaper advertising
Advantages
· It reaches every nook and corner of the country
· It is possible for speedy preparation and publication of advertisement
· The shape and size of the advertisement could be changed
· It is cheap method of advertising
· The reputation of newspaper is available to advertisers and their products
Disadvantages
· The cheap quality paper is used for printing
· It has short life period
· There is waste of circulation
· The reader may or may not watch the advertisement
73. Advantages and disadvantages of radio advertising
Advantages
· It reaches mass number of audiences in a short period
· It is very fast medium of advertising
· It is cheap medium for advertising
· Radio is used for local, regional, national advertising
· It is useful for small companies
· Radio ads attract the customer with the help of music, sound and dialogue
Disadvantages
· Radio ad preparation has lot of work such as scripting, recording, mixing.
· There is no visual representation and demonstration in radio advertising
· Making changes in the ad is difficult
· It does not create impact, because of lacking visuals
· Due to low access of radio medium (now a day) its reach is low
74. Various types of copy in print ad
Copy in its present day meaning,
includes all the elements of an advertising messages, whether printed or
broadcast.
Scientific copy
·
In this copy the technical specifications of
a product are explained in scientific terms.
·
It assurance value to the copy.
·
Saffola - a low cholesterol edible oil
Descriptive copy
·
In a non-technical manner, the product
attributes are described.
·
The copy uses direct active sentences.
·
It looks very common-place announcement.
Narrative copy
·
The benefits of the product emerge from the
story.
·
It has strong appeal.
·
It should make an imprint on our memory.
Colloquial copy
· Here informal conversational language is used to convey the message.
Humorous copy
·
Humour has been heavily used in advertising
especially in TV commercials.
· Effective humour makes the advertisement noticeable.
Topical copy
· The copy is integrated to a recent happening or event, it is said to be topical copy.
· Mostly political events, national sports, parliament news all get extended to the advertisement copy.
Endorsement copy
·
In these copies, a product is endorsed by an
opinion leader who has a large following.
·
Mostly celebrities are chosen to promote TV,
Textiles, Soft drinks, etc.
Questioning copy
· In this copy, several questions are put forward not to seek answers but to emphasis a certain attribute.
Prestige copy
·
The product is not directly advertised.
·
Only a distinguished and favourable
atmosphere is created for the sale of product.
· The copy is used to build an image. Raymond suiting is an example.
“Reason Why” copy
·
It is known as an explanatory copy where the
reasons for a purchase are explained.
·
Each reason illustrates a particular
attribute, and its benefit to the consumer.
75. Target market
· A target market is a group of customers, for which an organization designs, implements and maintains a marketing mix suitable for the needs and preferences of that group.
· Rolls-Royce (motor vehicles): wealthy individuals who are looking for the ultimate in prestige and luxury is the example for target market.
· Children are target market for chocolate and biscuit items
·
A target market is a subset of the total market for a
product or service.
·
The target market typically consists of consumers who
exhibit similar characteristics such as age, location, income or lifestyle
·
Once the target market(s) have been identified, the
business will normally tailor the marketing mix (4Ps) with the needs and
expectations of the target in mind.
·
This gains deep insights of consumer's motivations,
purchasing habits and media usage patterns.
·
The choice of a target market relies heavily on the
marketer's judgment, after carrying out basic research to identify those
segments.
76. Ideation
· The formation of ideas or concepts.
· Ideation is the creative process of generating, developing, and communicating new ideas.
Ideation methods
Brainstorming
· Brainstorming is a method of generating ideas to solve a design problem
· It usually involves a group, under the direction of a facilitator
· The participants can express any idea without any restriction, and the same is recorded for further development
Crazy eights
· This is a sketching technique that aims for quantity rather than quality
· It’s about generating a vast number of ideas.
· Give each participant a sheet of A4 paper ruled off into eight sections.
· Set a timer for five minutes and ask each participant to fill six to eight of the sections with rough sketches.
· Put all the sheets on the wall then give each participant two stickers to put on his or her two favorite ideas.
Brainwriting
· Give each participant a sheet of paper and ask them to generate three ideas in five minutes.
· Pass all papers to the right.
·
Ask each participant to build on his colleague’s ideas,
improving them or using them as inspiration to generate another three ideas.
·
Continue passing papers to the right until they reach
their original participant.
· With all the ideas gathered, discuss each one.
Mind
map
·
Mind maps are visual diagrams used to represent words,
ideas, tasks or other items linked to and arranged around a central keyword or
idea.
·
Often, colours and drawings add to the visualization.
·
In the middle of a board,
write a word that summarises the problem you need to solve or the idea you’re
building on.
·
·
Use lines to show
connections between further ideas and solutions.
·
Create sub branches for
ideas related to the main branches’ ideas.
77. Role of advertisement in bringing social awareness
·
Swachh
Bharat Abhiyan Ad – This ad insists
Cleanliness Is Next To Godliness. And urges them to maintain cleanliness not just at home but
in their surroundings as well.
·
Ariel-
Share the Load - This ad tries to send the message that helping around the
house isn’t just a woman’s job. Men should share the load as well.
·
Vogue
India- Madhuri Dixit narrates at the end of the ad that we
always teach our boys not to cry, but we should teach them not to make girls
cry.
·
Dove - Let’s Break the Rules of Beauty - The aim of the ad film was to depict beauty
as a source of confidence
·
Tanishq Jewelers - Being second marriage for a lady,
the advertisement beautifully exhibits the possibility of happy endings and
second chances.
·
Havells Fans - It depicts that it is time to
move on from certain orthodox beliefs and make society a better place to live
in.
·
Lifebuoy - The social message of importance
of cleanliness and a healthy lifestyle are highlighted in this advertisement.
78. Audience positioning
· Audience positioning refers to the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.
· Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers.
·
In positioning, the marketing department
creates an image for the product based on its intended audience.
·
This is created through
the use of promotion,
price, place and product.
·
It refers to an overall
strategy that "aims to make a brand occupy a distinct position, relative
to competing brands, in the mind of the customer".
Approaches to positioning strategies:
·
1)
Using Product characteristics or Customer Benefits as a positioning strategy.
·
2)
Pricing as a positioning strategy.
· 3) Positioning strategy based on Use or Application.
· 4) Positioning strategy based on Product Process.
·
Through marketing, the customers get to know
about the value of the products, their usage and additional info that might be
helpful to the customers.
·
It creates brand awareness
and makes the business stand out.
·
The most important task of a
marketer is to get the right product at the right place with the right price to
the right person.
Importance of studying the market
·
It provides information on market share, nature of
competition, customer satisfaction levels, sales performances and channel of
distribution.
·
The marketing research helps in implementing the market
strategies.
·
Marketing research helps in collecting information on
consumers about their needs and wants
·
Marketing research uses promotional research to study
media mix, advertising effectiveness and integrated communication tools.
·
Marketing research is used to analyze and evaluate
performances of a company, studies effectiveness of a sales force, identifying
sales territories.
·
Marketing research helps in developing techniques to
popularize and retain brand loyalty.
·
Marketing research helps in testing the new products in
one or two markets on a small scale.
·
Marketing research helps in conducting market survey for
export.
80. Development of advertising in India
·
Advertising in India has created an incredible awareness
among the people in the past decade growing in to big industry.
·
Advertising in India grew with the Indian press. In the
initial period, to advertise meant to inform. The early newspapers and
magazines announced births, deaths, arrivals of ships from England, sale of
household furniture etc.
·
In the beginning of the nineteenth century new products,
discounts and special services got their place in advertisements. Thus,
gradually advertising started gaining power.
·
The leading newspapers like The Times of India and the
statesman had their own advertising departments which prepared layouts for
advertisements.
·
In early 20th century the advertising agencies such as
Indian Advertising Agency and Calcutta Advertising Agency were started.
·
During Second World War, press advertising was used
extensively to raise funds for the war.
·
The Indian professionals also learnt how to motivate the
masses through advertising.
·
·
It grew technically also with the introduction of
multi-color printing, and improved printing machines.
·
During pre-independence era, Indian advertisements were
mostly about clothes, travelling, eating and entertainment places, hotels,
four-wheelers, tea, gramophones and tailoring shops for Britishers in India and
the princely families.
·
In the post independence period, the focus of
advertisements shifted from luxury goods to consumer goods.
·
In 1976, first commercial spot appeared on Television and
in 1980, the first advertisement sponsors were allowed.
·
Advertising in India has urban image, i.e. the urban
products are advertised by urban models in urban living styles.
·
The sharp increase in the media options in all spheres
made it easy to reach the audience. This offered new advertising opportunities
of media planning.
·
With the policy of liberalization, the business culture
improved all around. This led advertising agencies to raise their creative
standards and improvements in functioning of the ad agencies.
·
Many specialization came up in advertising such as
financial advertising, direct marketing, social advertising, etc.
·
Today new media technology plays vital role in the field
of advertising
81. Promotional advertisement
Apart from
advertising, the methods used for promoting the company name, product is called
promotional advertising.
1. Mailing – Sending
promotional material through post or courier. It may include a coupon or a
reply form, or request the recipient to write, call or fax.
2. Use by sales
staff – Door to door approach by sales persons
3. Enclosures – Enclosing some printed materials
along with package material
4. Distribution at
trade shows – Doing promotion in the exhibition halls
82. Types of sponsorship
Advertising sponsorship is essentially the strongest relationship format between an advertiser and a medium or an event
Program sponsorship
· The advertiser takes on a stronger partnership with the program and medium.
· This typically means the advertiser pays a certain fee for a sponsorship
Event sponsorship
· This is when an advertiser takes on a portion, or all, of the costs of an event in exchange for advertising spots and prominent mention as a sponsor.
·
Sponsor events that closely tied to the brand
and its image, such as sports or arts events
Educational sponsorship
· Sponsorship of a given student in certain educational programs at educational institutions.
·
A company might sponsor provision of mobile
technology devices for use in a college program
In-kind sponsors
· In-kind sponsors don’t pay money for the exchange of promotion at the event.
·
Instead, they perform services or products
based on an exchange of retail cash value
Cash sponsors
· Cash sponsors pay money to be involved in the event.
·
Cash sponsorships for major charity events
are significant fundraising opportunities for nonprofits
·
A cash sponsor gets specified publicity for
the cash paid. It’s like buying a commercial on television.
Media sponsor
· Media sponsors agree to advertise the event in their media.
·
This includes television, radio, print and
social media channels
Professional group sponsors
· This is a way that small businesses can increase their visibility and branding among a targeted customer group
·
It might be a monthly breakfast, or an awards
ceremony for public service, for example.
Community Event Sponsors
·
Popular community events, such as
county fairs and church carnivals, potentially market your small business to
hundreds or thousands of people.
· This type of marketing is not targeting a specific group by age or income, but rather by a common interest in a community event.
Sports Sponsor
·
Sponsoring for a sports event or to a
player for his/her needs
·
Tournament of famous games such as
Tennis, cricket, football are sponsored by an advertiser
83. Media planning
· Media planning involves setting certain media objectives and strategies to accomplish the pre-determine business or advertising objectives.
· The goal is to formulate a particular combination of media that would enable the advertiser to communicate the message effectively to a large audience at lowest cost
·
The fundamental purpose of a media plan is to determine
the best way to convey a message to the target audience.
·
A media plan sets out a systematic process that
synchronizes all contributing elements in order to achieve this specific goal.
The media plan is broken down into four stages
Market analysis
·
It consists of a situation analysis and the marketing strategy plan.
·
The purpose of a situation analysis is to understand the
marketing problem, in relation to their competitors.
Establishment of media objectives
·
This phase will result in precise media objectives; such
as creating a positive brand image.
·
These objectives should be limited to those that can only
be obtained through media strategies.
Media strategy development and implementation
·
It is the point in the process that is directly
influenced by the actions from previously determined objectives.
·
Evaluate the effectiveness
·
The final phase in the media plan is to evaluate the
effectiveness of the plan and determine what follow-up is required.
·
It is important to assess whether each individual
marketing and media objective was met.
84. Methods or forms of online advertising
1. Advertising on search
engines
·
The main benefit of this type of advertisement is
that they
enable improving your website’s positioning through paid advertising.
·
You can advertise your products, services or content
through Google’s advertising service, or others.
·
Users will find you more easily since your advertisements will
be displayed in the user’s relevant search results.
·
This type of advertising usually works
by pay
per click (PPC); meaning that you only pay for each click
made on your advertisement
2.
Advertising on social networks
·
Advertising on social networks is increasingly gaining
more followers.
·
In fact, the majority of social networks offer the
possibility to create advertisements right on their platforms
·
Face book, Twitter, LinkedIn, Instagram and YouTube are some of them.
·
They
allow to segment target public and trying reaching them.
3.
Banners
·
They were the first advertisements to appear on the
Internet.
·
They place advertisements with different formats, sizes
and designs within a web page.
·
Users who click on the advertisement will be taken to the
site you choose.
4.
Pop-ups
·
These are windows that pop up and
take you to a website different from what you were just looking at.
·
5.
Advertising on blogs
·
It is a type of indirect advertising which
is usually done through storytelling and branded content.
·
This is a relatively new method and therefore many
businesses are still unaware of the advantages.
·
TheFashionSpot, for example, is one
of the most well-known fashion and beauty blog who tends to talk about various products
and services
6.
Advertising on cell phones
·
Now
advertisements are more intended to be viewed from smartphone whether they be text, video or images.
·
They can be on both social networks as well as Google
AdWords, banners or other forms of advertising.
·
Adapt the design and make sure that your page is adapted
to be seen on a mobile phone.
7.
E-mail marketing
·
It can be considered a fundamental piece of digital
marketing strategy.
·
E-mail marketing would cover an entire article
·
It’s a tolerable and friendly form
of advertising
8.
Video advertising
·
We consume more and more video content, and this makes
video advertising the king of kings.
·
Viral
videos are growing and there are even social networks
solely designated to videos such as YouTube or Vine.
·
These platforms can become an excellent speed for
advertising product and service.
·
This form of advertising also includes banners and
advertisements that can be inserted as a video on a website
9.
Remarketing
·
It is one of the best Internet advertising
techniques for both small and large advertisers.
·
It’s not just a form of advertising but is rather a very
good feature
that allows you to create personalized advertisements that will be shown to
users who have previously visited your website.
·
It is mainly focused on Return on Investment.
85. Scripting in advertising
· Script is the written document of advertising
·
Research is important to write ad script to know what
exactly the clients want. Writer should know the pain points of clients, what
kind of offer to make through the advertisement and which solutions they are
looking for.
·
Take a moment to review the organization’s mission
statement in order to make sure that the ideas don’t clash with others.
·
Monitor what competition is doing. This will help get
ideas for what to do with advertising scripts.
·
Conduct brainstorming session to get some good creative
ideas.
·
Write an advertising script with exciting, powerful,
concise wording. Start advertisement with the most powerful statement to catch
and hold audience’s attention. You want them to remember and talk about your
advertisement for a long time.
·
Give audience all the information they need and have a
strong call to action such as ‘Call us’ or ‘Visit our website’.
86. Storyboard in advertising
Importance
of storyboard
Sequential outline
· A storyboard functions similarly to an outline of a story
· Commercials are generally no longer than 30 seconds
· When you review the storyboard, you are able to estimate how much time you have to convey your information
· The storyboard breaks down the commercials shot by shot
Visual guide
·
Storyboards are used as a visual reference
guide throughout the filming process
·
You frame and shoot each shot in the manner
you had planned
·
It is the planning of how you will frame the
subject, capture movement and move the camera
Time to review
· The storyboard serves you final opportunity to review your concept and make any changes before production happens
· After the storyboard is approved, you can always make changes, but doing so during the filming process may cause delays
· It ensure the need for production, like props, set dressings and on-screen talent, advertisement message, etc.
· It is your way of visualizing the final product before going through the motions of actual production
87. Code and ethics of advertising
·
Any ad must not contain any sort of claim, which is
false, deceptive, or ambiguous to public.
·
When a person gives his opinion or talks about his
experiences regarding any product/service, he must not give fake information.
·
Any sort of statement, insulting phrase, immoral
comparisons, etc. is prohibited.
·
All material used in an ad such as verbal and textual communication,
audio, video, and images must be decent for the general public.
·
Advertising should be so designed as to confirm not only
to the laws but also the moral, aesthetic and religious sentiments of the
country.
·
Advertising should be truthful avoid distorting facts and
misleading the public by means of suggestions and omissions.
·
No advertisement should be permitted to contain any claim
so exaggerated as to lead inevitably to disappointment in the mind of the
public.
·
No advertising designed to create confusion in the mind
of the consumer – imitating copy, layout, slogan, trade mark, packaging, etc.
·
Vulgar, suggestive, repulsive or offensive themes or
treatments should be avoided in all advertisements.
·
No advertisement should offer to refund money paid.
·
88. Factors to be considered in copy writing
· Copywriting is the foundation for advertising campaigns.
· It is important to know what differentiates your product from the competition. You must make audience to know and understands why buying your competitors' products would be a terrible mistake.
· Each ad has a specific audience that will see it. The target audience for skateboards is teenagers or young adults.
· Before writing copy for promotional piece, understand your goal.
· Writing your copy so it focuses on the customer rather than yourself, the customer can personalize the ad and product you're selling and act accordingly.
· Be aware that each different medium where an ad is placed requires a different tone or style. Depending on where you're placing your ad, the copy you use changes based on the audience who will see the ad.
· Effective copywriting tells your audience what they need to know to act and make a purchase or how to contact you for more information.
· A call to action is the element of copy that tells an audience how you want them to respond to your advertisement or marketing piece.
· Typically, the call to action creates a sense of urgency around a message and provides instructions on what to do next.
· While large companies have legal departments that review copy to ensure it does not expose the company to potential problems
· It is critical that you accurately proofread your copy. One of the quickest ways to lose credibility in advertising is to allow grammatical or spelling errors to appear in your advertisement.
89. Advertising builds effective brands
· A brand is a name, term, design, symbol or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.
· Advertising is a non personal presentation of ides, goods or services by an identified sponsor through mass media
· Advertising does brand building function by informing people through various media
· The main goal of advertising campaign is brand building
· Same message is delivered through various media for brand building
· Advertising used to establish connections and build strong, long-term relationships with consumers over time
· The copy used in advertisement, time and place of ad, the medium used to advertise hold a place in the mind of customer
· Ad represents the brand name; logo, slogan, and similar theme color in.
· Ad promotes company’s features and services.