ADVERTISING MANAGEMENT

BBA – 6th Semester

UNIT I

Introduction to Advertising

1. Meaning and Definition of Advertising

Advertising is one of the most important tools used by businesses to

communicate with customers and promote their products or services.

Definition

Advertising can be defined as:

“Any paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.”

This definition was given by the American Marketing Association

(AMA).

Key Elements of Advertising

1. Paid Communication – The advertiser pays for the message.

2. Non-Personal Communication – Communication is directed to a
large audience.
3. Identified Sponsor – The advertiser is clearly identified.
4. Mass Communication – Uses media such as TV, newspapers,
internet, radio etc.

Example

A television commercial of Coca-Cola showing happy moments with

friends is an example of advertising.
2. Nature of Advertising

Advertising has several important characteristics that define its nature.

1. Mass Communication

Advertising communicates messages to large audiences simultaneously.

2. Paid Form of Promotion

Companies must pay media organizations to publish or broadcast

advertisements.

3. Persuasive Communication

The main purpose is to persuade customers to purchase products or

services.

4. Impersonal Communication

There is no direct face-to-face interaction between advertiser and

consumer.

5. Identified Sponsor

The sponsor of the advertisement is always known.

6. Creative Communication

Advertising involves creativity through visuals, music, slogans, and

storytelling.

3. Scope of Advertising
The scope of advertising has expanded significantly due to technological
advancements.

Major Areas of Advertising Scope

1. Consumer Advertising
o Promotes products directly to consumers.
o Example: Shampoo, soft drinks, cosmetics.
2. Industrial Advertising
o Targets business buyers.
o Example: Machinery, industrial equipment.
3. Retail Advertising
o Used by retail stores to attract customers.
o Example: Shopping malls, supermarkets.
4. Institutional Advertising
o Builds corporate image rather than promoting products.
5. Digital Advertising
o Social media ads
o Search engine marketing
o Online display ads.

4. Objectives of Advertising

Advertising objectives are the goals that firms aim to achieve through
advertisements.

Main Objectives

1. Informative Objective

Provides information about new products, features and benefits.

Example:
Launch advertisement of a new smartphone.
2. Persuasive Objective

Encourages customers to prefer one brand over another.

Example:
Comparative advertisements.

3. Reminder Objective

Reminds customers about existing products.

Example:
Festival season offers.

4. Brand Building

Creates brand awareness and loyalty.

5. Sales Promotion

Increases short-term sales.

5. Importance of Advertising

Advertising plays a crucial role in modern business and economic

development.

Importance for Businesses

1. Creates product awareness

2. Increases sales
3. Builds brand image
4. Supports distribution channels
5. Encourages innovation.

Importance for Consumers

 1. Provides product information
2. Helps compare products
3. Creates awareness of new technologies
4. Educates consumers.

Importance for Society

1. Generates employment
2. Supports media industries
3. Promotes social awareness campaigns.

6. Role of Advertising in Marketing Mix

Advertising is an important element of the Promotion component of

the Marketing Mix (4Ps).

Marketing Mix Elements

1. Product
2. Price
3. Place
4. Promotion

Advertising supports all these elements.

Role of Advertising

1. Introduces new products

2. Communicates product benefits
3. Supports pricing strategies
4. Promotes distribution channels.

7. Types of Advertising
1. Product Advertising

Promotes specific products.

Example: Toothpaste advertisement.

2. Institutional Advertising

Promotes company image.

Example: Corporate social responsibility advertisements.

3. Informative Advertising

Provides product information.

4. Persuasive Advertising

Encourages purchase decisions.

5. Reminder Advertising

Reminds consumers about brands.

6. Comparative Advertising

Compares products with competitors.

Example: Detergent brands comparison.

7. Social Advertising

Promotes social messages.

Example: Swachh Bharat campaign.

8. Communication Process
Advertising follows a structured communication process.

Steps in Communication Process

1. Sender (Advertiser)
2. Encoding (Message Creation)
3. Message
4. Medium/Channel
5. Receiver (Audience)
6. Decoding
7. Feedback
8. Noise

Example

Company → TV Advertisement → Consumer → Purchase Decision

9. Communication Mix

Communication mix refers to the tools used to communicate with target

customers.

Elements of Promotion Mix

1. Advertising
2. Personal Selling
3. Sales Promotion
4. Public Relations
5. Direct Marketing
6. Digital Marketing.

10. Role of Advertising in Social and Economic Development

Advertising contributes significantly to economic growth.

Economic Contributions

1. Increases demand for goods

2. Encourages mass production
3. Creates employment
4. Promotes competition
5. Supports media industries.

Social Contributions

1. Educates consumers
2. Promotes social campaigns
3. Encourages healthy lifestyle
4. Supports public awareness programs.

11. Advertising Regulatory Bodies

To ensure ethical practices, advertising is regulated by various

organizations.

1. Advertising Standards Council of India (ASCI)

ASCI regulates advertising in India.

Objectives

 Ensure truthful advertising

 Protect consumer interests
 Prevent misleading advertisements.

2. Government Regulations

Various laws regulate advertising:

1. Consumer Protection Act

2. Drugs and Magic Remedies Act
 3. Food Safety and Standards Act
4. Cable Television Network Regulation Act.

UNIT II

Advertising Media Decisions

1. Media Planning

Media planning is the process of selecting the best media channels to

deliver advertising messages to the target audience.

Objectives of Media Planning

1. Reach maximum target audience

2. Optimize advertising budget
3. Increase advertisement effectiveness.

Steps in Media Planning

1. Identify target audience

2. Determine advertising objectives
3. Select media channels
4. Decide timing and frequency
5. Allocate budget
6. Evaluate performance.

2. Types of Advertising Media

1. Print Media

Includes newspapers, magazines, brochures.

Advantages:
  Detailed information
 Longer life

Disadvantages:

 Limited audience reach.

2. Broadcast Media

Includes television and radio.

Advantages:

 Wide reach
 Audio-visual impact

Disadvantages:

 Expensive.

3. Outdoor Media

Includes:

 Billboards
 Hoardings
 Transit advertising.

4. Digital Media

Includes:

 Social media ads

 Google ads
  YouTube advertising.

Advantages:

 Targeted marketing
 Real-time analytics.

3. Factors Affecting Media Selection

1. Target audience characteristics

2. Nature of product
3. Advertising budget
4. Media reach and frequency
5. Competitor media strategy
6. Message requirements.

4. Advertising Budget

Advertising budget refers to the amount allocated for advertising

activities.

Methods of Advertising Budgeting

1. Percentage of Sales Method

Budget is based on sales percentage.

2. Objective and Task Method

Budget is based on specific objectives.

3. Competitive Parity Method

Budget based on competitors.

4. Affordable Method

Budget based on what company can afford.

5. Market Segmentation and Targeting

Market Segmentation

Dividing the market into groups with similar needs.

Types of Segmentation

1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation
4. Behavioral segmentation.

Targeting

Selecting specific segments to serve.

6. Advertising a New Product

Launching a new product requires intensive advertising.

Steps

1. Create awareness
2. Generate interest
3. Encourage trial
4. Build brand loyalty.

7. Advertising Agencies
Advertising agencies are organizations that create and manage
advertisements for companies.

Functions of Advertising Agencies

1. Market research
2. Creative design
3. Media planning
4. Campaign management.

Types of Agencies

1. Full-service agencies
2. Creative agencies
3. Media agencies
4. Digital agencies.

8. Selection of Advertising Agency

Factors considered:

1. Agency reputation
2. Experience
3. Creative ability
4. Cost structure
5. Client portfolio.

9. Personal Selling

Meaning

Personal selling is a face-to-face communication between seller and

buyer to persuade purchase.
Importance

1. Builds personal relationships

2. Provides detailed information
3. Immediate feedback
4. Effective for complex products.

10. Difference Between Advertising, Personal Selling and Sales

Promotion

Basis Advertising Personal Selling Sales Promotion

Communication Mass Personal Short term
Cost High Moderate Moderate
Interaction No direct contact Direct contact Limited
Objective Awareness Persuasion Immediate sales

11. Methods and Procedure of Personal Selling

Steps in Personal Selling

1. Prospecting
2. Pre-approach
3. Approach
4. Presentation
5. Handling objections
6. Closing the sale
7. Follow-up.

UNIT III

Advertising Message Design

1. Advertising Copy
Meaning

Advertising copy refers to the written or spoken text in

advertisements designed to persuade consumers.

Components of Advertising Copy

1. Headline
2. Sub-headline
3. Body copy
4. Illustration
5. Slogan
6. Call-to-action.

2. Advertising Appeal

Advertising appeal refers to the approach used to attract consumer

attention.

Types of Appeals

Emotional Appeals

 Love
 Fear
 Humor
 Happiness

Rational Appeals

 Product quality
 Price
 Performance.
3. Unique Selling Proposition (USP)

USP is the unique benefit offered by a product that differentiates it

from competitors.

Characteristics

1. Unique benefit
2. Strong consumer appeal
3. Competitive advantage.

Example:
“Colgate – recommended by dentists.”

4. Principles of Advertising

1. Attention
2. Interest
3. Desire
4. Action

This is known as the AIDA Model.

5. Advertising Program

An advertising program includes:

1. Market research
2. Advertising objectives
3. Budget allocation
4. Media selection
5. Campaign design
6. Performance evaluation.
6. Advertising Campaign

An advertising campaign is a series of related advertisements focusing

on a common theme.

Features

1. Consistent message
2. Target audience focus
3. Multiple media channels
4. Defined duration.

Example:
“Just Do It” campaign by Nike.

7. Campaign Management

Steps:

1. Set objectives
2. Develop message strategy
3. Select media
4. Launch campaign
5. Monitor performance
6. Evaluate results.

8. Measurement of Advertising Effectiveness

Methods

1. Pre-testing
2. Post-testing
3. Sales analysis
4. Consumer surveys
 5. Recall tests
6. Brand awareness measurement.

UNIT IV

Integrated Marketing Communication (IMC)

1. Meaning of IMC

Integrated Marketing Communication refers to coordinating all

promotional tools to deliver a consistent message to customers.

2. Core Concepts of IMC

1. Customer focus
2. Consistent brand message
3. Integrated communication channels
4. Relationship building.

3. Elements of IMC

1. Advertising
2. Personal selling
3. Sales promotion
4. Public relations
5. Direct marketing
6. Digital marketing.

4. Implementing IMC

Steps in implementation:
 1. Identify target audience
2. Determine communication objectives
3. Develop message strategy
4. Select communication channels
5. Coordinate promotional tools
6. Monitor performance.

5. Evaluating IMC

Evaluation methods include:

1. Brand awareness surveys

2. Sales performance
3. Customer feedback
4. Digital analytics.

6. Barriers to IMC

1. Lack of coordination
2. Organizational resistance
3. Budget constraints
4. Communication gaps.

7. Communication Process in IMC

1. Sender
2. Message
3. Channel
4. Receiver
5. Feedback.
8. Ethics in Advertising

Ethics refers to moral principles governing advertising practices.

Ethical Issues

1. Misleading advertisements
2. False claims
3. Stereotyping
4. Targeting children
5. Offensive content.

Ethical Guidelines

1. Truthful information
2. Respect cultural values
3. Avoid harmful stereotypes
4. Protect consumer interests.

Conclusion

Advertising Management is an essential component of modern

marketing. It helps organizations communicate effectively, build
brands, influence consumer behavior, and achieve competitive
advantage. Understanding advertising strategies, media planning,
message design, and integrated communication enables businesses to
create impactful campaigns.