ADVERTISING

Complete Exam Notes

Shiv Das | [Link] (Hons.) Semester V

How to use these notes

Topics where generalised information is sufficient are kept concise with clean bullet points. Topics that appear
in the PYQ as specific 9-mark questions — DAGMAR, Hierarchy of Effects, Media Scheduling, Pre/Post
Testing, ASCI, Budget Methods, Advertising Appeals, IMC, Target Audience, Agency functions, Legal Acts —
are written with full explanation and specific details so that bullet-only answers will NOT cost you marks.
 CHAPTER 1 | Introduction to Advertising

Definitions
Etymology: From Latin advertere = "to turn the attention"

Source Definition

AMA (Standard) "Any paid form of non-personal presentation and promotion of goods,
services and ideas by an identified sponsor"

Improved Definition "Advertising is paid, non-personal communication of information from an

identified sponsor using mass media to persuade or influence an audience so
as to maximize profits"

Another Definition "Advertising is controlled, identifiable information and persuasion by means of

mass communication"

12 Key Features of Advertising

1. Paid Form — advertiser must buy time/space in any medium
2. Non-personal Presentation — no direct face-to-face interaction (unlike personal selling)
3. Goods, Services and Ideas — promotes all three, including social causes
4. Identified Sponsor — unlike publicity where source is unknown
5. Mass Communication — reaches large number of buyers simultaneously
6. Controlled — advertiser controls content, time, and direction
7. Persuasion — major objective is to persuade consumers to change/reinforce attitudes
8. Science and Art — science (systematic knowledge) + art (creativity in execution)
9. Profession — practiced by agencies (Ogilvy & Mather, Mudra, FCB Ulka)
10. Creative — demands creativity at every stage
11. Investment — long-term investment in goodwill/brand image
12. Goal-oriented — directed towards specific goals

Key Players in Advertising

1. The Advertiser (Client) — initiates advertising effort; approves plan; makes final decisions on target
audience and budget
2. The Advertising Agency — independent company that creates ads; e.g., Ogilvy & Mather, Lowe Lintas,
McCann Erickson
3. The Media — channels carrying the message from advertiser to audience
4. The Vendor/Suppliers — artists, writers, photographers, printers, copywriters, market researchers
5. The Target Audience — customers or prospective customers for whom strategy is designed

Benefits / Significance of Advertising

To Manufacturers
• Introduction of new product (e.g., Santro featuring Shahrukh Khan)
• Steady demand — smoothens seasonal fluctuations (coffee advertised for hot & cold use)
• Promotes new uses (e.g., Dabur Honey — multiple uses)
• Economies of scale — steady demand → regular production → lower cost per unit
• Meeting competition — brand loyalty helps maintain market share
• Corporate image building (e.g., Cadbury got Amitabh Bachchan after worm controversy; Nestle used social
media after Maggi crisis)
To Customers
• Education about products, prices, features, offers
• Convenience in shopping (aware of brands before visiting store)
• Lower prices due to mass production economies passed on
To Salesmen
• Supports salesmen — easier to sell a well-advertised brand
• Pre-conditions the market for the salesperson's visit
To Society
• Employment generation — copywriters, graphic designers, media planners
• Standard of living improvement
• Sustains the press — advertising revenue keeps newspaper prices low
• Helps fight social problems (e.g., "Alarm bajne se pehle jaago re" by Tata Tea)

Criticism of Advertising
Economic Issues
• Higher Prices — ad costs transferred to consumers (Counter: mass production reduces prices)
• Artificial Needs — creates demand for unwanted goods (Counter: advertising helps choose, doesn't invent
needs)
• Not Productive — wasteful expenditure (Counter: provides valuable information service)
• Creates Monopoly — large firms eliminate small firms (Counter: brands continuously compete)
Social Issues
• Deceptive — exaggerated claims, bogus testimonials (Counter: continued deception is self-defeating)
• Offensive — sex appeal ads (e.g., Tuff Shoes featuring Milind Soman); ASCI regulates
 CHAPTER 2 | Advertising Campaign & Audience Selection

Advertising Campaign — Meaning

• Consists of all tasks involved in transforming a theme into a coordinated advertising program to accomplish a
specific goal
• Critical part: determining a champion theme — sets tone for all individual advertisements
• Campaigns may last from a few weeks to years

Steps in Developing an Advertising Campaign

1. Situation Analysis — internal (strengths/weaknesses) and external (opportunities/threats) — SWOT
2. Setting Advertising Objectives — what should the campaign achieve?
3. Setting Advertising Budget — how much to spend?
4. Determining Advertising Strategy — target audience + message strategy + media strategy
5. Developing the Creative Strategy — advertising appeals, copy, layout, message execution
6. Media Planning and Scheduling — which media, how often, when?
7. Campaign Execution — implementation of all elements
8. Evaluation of Campaign — measuring results against objectives

Audience Selection — Defining Target Markets

• Target market = specific group of consumers most likely to buy the product
• Influences ALL advertising decisions: message, media, copy, appeal
• Note: Purchaser ≠ always user (e.g., parents buy Kelloggs Chocos but children consume)
• Bases: demographics (age, gender, income), psychographics (lifestyle), geography, behaviour

Advertising vs. Other Promotion Mix Elements

Element Key Features

Personal Selling Face-to-face; most powerful but expensive; uses AIDA model

Sales Promotion Short-term incentives (discounts, coupons, contests)

Publicity Non-paid, non-personal; source unknown; often less credible than advertising

Public Relations Managing company's public image; long-term focus

CHAPTER 3 | Types of Advertising

I. According to Geographical Spread

1. National Advertising — national target market; large established firms; e.g., Lux soap, Sunsilk, Taj Mahal
Tea
2. Local Advertising — specific city/region; local retailers
3. Global Advertising — worldwide campaign; multinational companies; e.g., Pepsi, Nike, Coca-Cola

II. According to Target Audience

1. Consumer Advertising — aimed at end consumers; e.g., Colgate, Dove
2. Trade Advertising — aimed at wholesalers and retailers (intermediaries)
3. Industrial Advertising — aimed at industrial buyers (B2B)

III. According to What is Being Advertised

1. Product Advertising — promotes a specific product
2. Service Advertising — promotes services like banking, insurance
3. Idea Advertising — social causes, public issues
4. Organisation/Corporate Advertising — promotes company image, not a specific product
5. Place Advertising — promoting a destination (e.g., "Khushboo Gujarat Ki")

IV. According to Objectives Sought

1. Primary Demand / Pioneer Advertising — stimulates demand for entire product category
2. Secondary/Selective Demand Advertising — stimulates demand for a specific brand
3. Direct Action Advertising — seeks immediate action ("buy now!")
4. Indirect Action Advertising — builds awareness/attitude for future purchase
5. Cooperative Advertising — manufacturer and retailer share advertising costs
6. Public Service Advertising (PSA) — non-commercial; social welfare messages
CHAPTER 4 | Advertising as a Communication Tool
PYQ: Integrated Marketing Communication Process [5(a)]

★ EXAM FOCUS: IMC / MARCOM is a 9-mark short note topic. You need the full communication process + all 7
MARCOM mix elements with explanations.

Process of Communication — 9 Elements

Communication = transmission of a message from a sender to a receiver in an understandable manner. It involves
at least two persons and is two-way (needs response from receiver).

Element Meaning & Example

1. Sender (Source) The advertiser who initiates the message — e.g., Hindustan Unilever for Dove

2. Encoding Converting the idea into words, symbols, images — e.g., "Ab aapki manpasand
Nestle Munch sirf paanch rupay mein"

3. Message The actual content being communicated (the advertisement itself)

4. Media/Channel The vehicle carrying the message — TV, newspaper, radio, digital

5. Decoding Receiver interprets the message; depends on receiver's knowledge and

experience

6. Receiver Target audience — the consumers/prospective buyers

7. Response Any reaction of the receiver after being exposed to the message

8. Feedback The part of response communicated back to sender — sales, enquiries, brand
recall

9. Noise Distortions/interference at any stage — clutter, inattention, competing ads

Integrated Marketing Communication (IMC)

Definition: IMC is the concept of designing marketing communication programmes that coordinate and integrate
all elements of the promotion mix to provide a consistent, seamless message to consumers across all media and
all contacts.
Key idea: All communication channels must speak with one voice — the same message, tone, and positioning
across advertising, sales promotion, PR, and personal selling.

Elements of Marketing Communications Mix (MARCOM)

1. Advertising — any paid form of non-personal presentation by an identified sponsor; reaches mass audience;
creates awareness and brand image
2. Personal Selling — direct face-to-face communication; most powerful for high-involvement purchases;
expensive
3. Sales Promotion — short-term incentives to encourage purchase (coupons, discounts, contests, free
samples)
4. Publicity/Public Relations — non-paid, non-personal communication; builds credibility; manages company
image
5. Direct Marketing — communicating directly with individual consumers (direct mail, telemarketing, email
marketing)
6. Events and Sponsorships — associating brand with events (IPL sponsorship by Pepsi, Vivo)
7. Digital/Interactive Marketing — two-way communication through internet and social media

Why Integration (IMC) is Important

 • Consumers receive messages from many sources — inconsistent messages create confusion
• Integration ensures synergy — all elements reinforce each other
• Helps build a unified brand identity across all touchpoints
• More cost-effective — coordinated campaigns avoid duplication of effort

Response Hierarchy Models

★ EXAM FOCUS: All 3 models are potentially testable. Learn stages precisely — Hierarchy of Effects appeared in
PYQ 1(b).

1. AIDA Model

Attention → Interest → Desire → Action

AIDA Stage Promotional Tool Used

Attention Publicity & Advertising

Interest Advertising

Desire Sales Promotion & Personal Selling

Action Personal Selling & POS Displays

2. Lavidge & Steiner — Hierarchy of Effects Model (6 Stages)

★ EXAM FOCUS: Questions ask you to explain the model — know the stages, what they mean, and the
Cognitive/Affective/Conative grouping.

Awareness → Knowledge → Liking → Preference → Conviction → Purchase

Stage Meaning Category

1. Awareness Building brand awareness through simple messages Cognitive (Thinking)

2. Knowledge Creating brand knowledge — features, benefits, Cognitive (Thinking)

differentiation

3. Liking Developing a favourable attitude toward the product Affective (Feeling)

4. Preference Making the product the preferred choice over competitors Affective (Feeling)

5. Conviction Consumer convinced their preferred choice is right Conative (Action)

6. Purchase Preference and conviction translated into actual buying Conative (Action)
action

3. Alternative Response Hierarchies

Product Type Response Pattern

High-involvement (car, laptop) Think → Feel → Do (Standard Learning — AIDA)

Low-involvement (soap, snack) Think → Do → Feel (Dissonance-Attribution Model)

Emotional products (perfume) Feel → Think → Do

 CHAPTER 5 | Advertising Objectives & DAGMAR
PYQ: DAGMAR Approach [2(a)] — 9 marks

Meaning of Advertising Objectives

A specific communication task to be accomplished with a specific audience in a specific time period.
Objectives can be: To Inform, To Persuade, To Remind, To Reinforce

Importance of Setting Advertising Objectives

1. Serve as communication devices — coordinate agency and client
2. Provide framework for decision-making (budgets, media, creative strategy)
3. Provide benchmark to measure success or failure of campaign

Kotler's Classification of Advertising Objectives (16 Points)

• Create awareness about the product/brand
• Create customer interest
• Change customers' attitudes favourably towards the brand
• Deliver information about the product/brand
• Increase sales / increase market share
• Build brand loyalty
• Support distribution channel activities
• Build company/brand image
• Stimulate behaviour (buy, call, click, visit)
• Remind about the brand
• Support sales force
• Increase usage of a product
• Introduce a price deal
• Develop overseas market
• Create buzz/word of mouth

3 Customer Segments for Setting Objectives

Segment Who They Are Advertising Task

Segment A Current loyal customers Reinforce and remind

Segment B Customers using competing brands Switch them to our brand

Segment C Non-users of product category Attract and convert

DAGMAR Approach — Full Detail

★ EXAM FOCUS: This is a 9-mark question topic. Write the full answer: definition, core idea, 5 stages with
explanation, requirements of DAGMAR objective, significance, and limitations.

What is DAGMAR?
• DAGMAR = Defining Advertising Goals for Measured Advertising Results
• Proposed by Russell H. Colley in his report to the Association of National Advertisers (USA)
• Defines advertising goal as: "a specific communication task to be accomplished among a defined audience, in a
given period of time"

Core Idea
The central idea of DAGMAR is that advertising objectives are communication tasks, NOT sales tasks.
Advertising works through intervening variables (awareness, knowledge, attitude) which ultimately lead to sales.
Since these variables are caused by advertising, they are more appropriate as objectives than sales (which are
affected by price, distribution, competition).

DAGMAR 5 Stages — Consumer Movement

Unawareness → Awareness → Comprehension → Conviction → Action

Stage What it Means Advertising Task

1. Unawareness Consumer does not know the brand exists Create awareness

2. Awareness Consumer becomes aware of the Reinforce awareness

brand/product

3. Comprehension & Consumer understands what the brand stands Communicate features and image
Image for and offers

4. Attitude/Conviction Consumer develops favourable attitude; Build conviction through persuasion

convinced it's right for them

5. Action Consumer takes desired action (purchases, Prompt action through call-to-action
visits store, makes enquiry)

Key Requirements of a DAGMAR Objective

A good DAGMAR advertising objective must have ALL four characteristics:
1. Specific and Measurable — not "increase brand awareness" but "increase awareness from 20% to 70%"
2. Defined Audience — must state who (e.g., housewives aged 25-40 in urban areas)
3. Given Time Period — must state when (e.g., within 6 months)
4. Benchmark/Starting Point — current level must be known to measure change

Example of a Correct DAGMAR Objective:

• "To increase awareness [communication task] of Brand X detergent from 20% to 70% [amount of change]
within two months [time period] among housewives in Delhi [target audience]."

Significance of DAGMAR
1. Focuses advertising on communication objectives rather than uncontrollable sales objectives
2. Makes objectives specific, measurable, and operational — easier to plan campaigns
3. Provides a clear benchmark for evaluating advertising effectiveness
4. Encourages marketers to understand the consumer's stage before designing campaigns
5. Brings discipline to goal-setting process — avoids vague, unmeasurable goals
6. Colley provided a checklist of 52 advertising tasks to help managers identify appropriate objectives
Limitations / Critical Evaluation of DAGMAR
1. Sales Goal: Critics argue — if intervening variables are closely related to sales, why not just set sales as the
objective?
2. Measurement Problems: Variables like brand attitude and conviction are difficult to measure accurately
3. Noise in the System: Many factors besides advertising affect awareness (publicity, word of mouth) —
difficult to isolate advertising's contribution
4. Inhibits Creativity: Overemphasis on intervening variables may constrain creative people from developing
truly original campaigns
 CHAPTER 6 | Advertising Budget
PYQ: Determinants of Advertising Budget [2(b)]

Meaning
• A translation of advertising plan into monetary units
• Shows total amount to be spent on advertising and its allocation across media, territories, products
• Prepared by advertising manager in consultation with marketing manager; approved by top management
• Investment perspective: Earlier viewed as current expenditure; now viewed as capital expenditure — returns
accrue in long run (goodwill, market share, loyalty)

Methods of Setting Advertising Budget — FULL DETAIL

★ EXAM FOCUS: All 4 methods must be fully understood with advantages AND disadvantages. This is a 9-mark
topic.

1. Affordable Method (What We Can Afford)

Meaning: Budget = whatever amount the company can afford after all other expenses have been met.
• Simple to use; requires no sophisticated analysis
• Disadvantage 1: Unpredictable — budget fluctuates with company fortunes
• Disadvantage 2: Ignores the role advertising plays in achieving objectives
• Disadvantage 3: Prevents long-range planning
• Treats advertising as a residual activity, not a strategic investment
2. Percentage of Sales Method
Meaning: Budget = fixed % of last year's sales (or projected sales).
Example: If sales = ■25,00,000 and % = 10%, then budget = ■2,50,000
• Advantage 1: Simple to calculate and understand
• Advantage 2: Related to funds available — financially safe
• Advantage 3: Satisfies financial managers who like ratios
• Disadvantage 1: Treats sales as cause of advertising, not the result — logically backwards
• Disadvantage 2: No logical basis for choosing the specific %
• Disadvantage 3: Cannot be used for new product launch (no past sales data)
• Disadvantage 4: Budget falls when sales fall — exactly when advertising is most needed
3. Competitive Parity Method
Meaning: Budget = match what competitors spend (based on industry data and published figures).
• Logic: Collective wisdom of the industry won't be far from optimal
• Advantage 1: Recognizes competition; avoids being outspent
• Advantage 2: Reduces likelihood of promotional wars
• Disadvantage 1: Competitor differences mean what's right for them may not be right for you
• Disadvantage 2: No guarantee competitor is spending at the optimal level
• Disadvantage 3: Ignores your own specific objectives and opportunities
4. Objective and Task Method (Most Scientific / Rational)
Meaning: Define specific objectives → determine tasks needed → estimate cost of tasks → total = budget.
Process: (1) Review marketing plan → (2) Specify advertising objectives → (3) Determine tasks for each objective
→ (4) Estimate cost of each task → (5) Total the costs → (6) Allocate across media, territories, products
• Most rational method — directly links spending to objectives
• Treats advertising as an investment in achieving goals
• Disadvantage: Difficult to decide exactly what tasks are needed and what they will cost
• Requires more effort, data, and expertise than other methods

Factors Influencing Advertising Budget

• Stage in PLC — new products at introduction stage need higher budgets
• Market share — market leaders spend more to defend position
• Competition — high competition requires higher advertising intensity
• Advertising frequency required — more exposures needed = higher budget
• Product substitutability — highly substitutable products need more advertising
• Geographic scope — national campaigns cost more than local
• Target audience size and profile — larger/harder-to-reach audiences cost more
CHAPTER 7 & 8 | Media Decisions & Types of Media
PYQ: Media Types [3(a/b)], Media Scheduling [3(b) OR]

Media Planning — Meaning

The process of determining how to use time and space in media to achieve advertising objectives.

Steps in Media Planning

★ EXAM FOCUS: Know each step with specific content — especially media scheduling types which are a direct
PYQ topic.

Step I: Reach, Frequency and Impact

Concept Definition

Reach Number of different persons exposed to a media schedule at least once

Frequency Average number of times a person is exposed to the message

Impact Qualitative value of an exposure — credibility, attention value of the medium

Step II: Choosing Media Types (Media Mix)

Consider: target audience media habits, nature of product, type of message, budget/cost

Step III: Selecting Specific Media Vehicles

Media vehicle = specific newspaper (e.g., Times of India), TV channel (e.g., Star Plus), magazine, website.
Criteria: audience size, audience profile, ad cost, editorial environment

Step IV: Media Scheduling — Types (EXAM FOCUS)

★ EXAM FOCUS: Media scheduling types are a PYQ topic. Know all 4 types with clear differences.
Scheduling Type How It Works Best For / Key Feature

Continuity Even spending throughout the year — same Products used year-round; covers entire
amount every month purchase cycle; needs large budget

Concentration Entire budget spent in one specific period Seasonal products; maximises impact during
that period; no advertising during off-season

Flighting (Bursting) Alternates between heavy advertising months Conserves money; ads "flight" in selected
and zero advertising months months with "hiatus" in others

Pulsing Combination: maintains low continuous level + Best of both continuity and flighting; e.g.,
higher spend in key months airlines — baseline + seasonal spikes

Step V: Geographical Media Allocation

National, regional or local allocation based on where sales are concentrated

Types of Media — Advantages & Disadvantages

★ EXAM FOCUS: PYQ 3(a): "Discuss the major types of advertising media and their advantages" — this needs
specific pros/cons for each medium, not just listing names.

Print Media
Medium Advantages Disadvantages

Newspapers Large circulation; immediacy; local flexibility; Short life; poor reproduction quality; clutter;
credibility passive readership
Magazines Long life; better reproduction; selective Higher cost; advance booking required;
audience; prestige infrequent publication

Journals Highly selective B2B audience; Very limited circulation; slow response
trade/professional reach

Broadcast Media
Medium Advantages Disadvantages

Radio Wide reach especially rural; low cost; good for No visual element; fleeting message; not
local advertising; personal medium suitable for complex information

Television Audio-visual impact; mass reach; high recall; Very expensive; perishable; ad clutter;
demonstrations possible zapping/skipping

Cinema Captive audience; creative possibilities; high Limited reach; expensive; available only in
attention specific locations

Direct and Outdoor Media

Medium Advantages Disadvantages

Direct Mail Highly targeted; personalized; flexible; High cost per contact; often discarded as junk
measurable response mail; low readership

Outdoor High visibility; 24/7 exposure; repetitive; good No selectivity; limited message (brief only);
(Billboards) for brand awareness cannot explain complex information

Point-of-Purchase Reinforces purchase decision at store; Limited to retail environment; may be ignored
impulse buying; targets ready buyers in cluttered stores

Digital and Other Media

Medium Key Features

Internet/Digital Highly targetable; measurable (CTR, CPM, ROI); interactive; global reach;
growing fastest

Product Placements Brand placed in movies/TV shows (e.g., Coca-Cola in Bollywood films); subtle;
high credibility

Infomercials Long-form TV ads (30 min); detailed product demonstration; strong

call-to-action

Yellow Pages Reference medium; intent-based audience; used when consumer already
wants to buy

Factors Affecting Choice of Media

• Nature and size of target audience
• Nature of the product (physical demonstration needed? emotional appeal?)
• Objectives of the advertising campaign
• Budget available
• Nature of the message (complex? simple?)
• Competitor's media choice
• Stage in PLC
• Geographic spread required

Limitations of Major Advertising Media Types

★ EXAM FOCUS: PYQ 3(a) OR: "Explain the limitations of major advertising media types"
• Newspapers: Short shelf life; poor reproduction; clutter; passive reading
• Television: Very expensive; remote control zapping; message perishable; clutter
• Radio: No visual; message is fleeting; not suitable for demonstration
• Magazines: Long lead time needed; expensive; not immediate
• Outdoor: Cannot target specific audiences; message must be very brief; cannot measure impact
• Internet: Ad-blocking; banner blindness; privacy issues; excludes older/rural consumers
• Cinema: Limited reach; available only to cinema-goers; expensive production
 CHAPTER 9 | Advertising through Internet & Interactive Media

Meaning of Interactive Media

• Integration of digital media including electronic text, graphics, moving images, and sound in a computerised
digital environment
• Allows users to interact with data (unlike passive traditional media)
• Examples: social networking sites, video games, company websites

Types of Internet Advertising

1. Banner Ads / Display Ads — appear on web pages; can be static or animated
2. Pop-up Ads — appear in a new window; can be intrusive
3. Floating Ads — float across the screen
4. Social Media Advertising — Facebook, Instagram, Twitter, YouTube; highly targeted; allows two-way
communication
5. Company Websites — as advertising platforms; e-commerce listings; content marketing
6. Advergames — games created around a brand; highly immersive; increases brand recall

Advantages vs. Disadvantages of Internet Advertising

Advantages Disadvantages

Targeted — precise targeting (age, Limited reach among older/rural consumers

gender, location, interests)

Interactive — consumers can engage, Ad-blocking software reduces visibility

respond, share

Measurable — CTR, CPC, CPM, Banner blindness — users ignore ads

conversion rate, ROI

Cost-effective — lower cost vs. Privacy concerns

traditional media

Global reach — no geographical Technology-dependent

boundaries

Flexible — can be modified quickly; Shorter attention span online

24/7 available

Internet vs. Traditional Advertising

Internet Traditional

Low High

Global Limited/National

Precise (CTR, conversions) Approximate

High — two-way Low — one-way

Very precise Broad

Instant Slow (production/booking)

Can change in real time Difficult to change once placed

CHAPTER 10 | Message Development
PYQ: Print Ad Copy Elements [2(b)], Broadcast Ad Elements [2(b) OR]

Advertising Copy — Meaning

The written or spoken content of an advertisement. Includes all verbal and text elements.
Copywriting = writing the verbal elements of an advertisement. Copywriter = person who writes advertising copy.

Types of Advertising Copies

1. Institutional Copy — promotes company image (not a specific product)
2. Product Copy — promotes a specific product
3. Reason-why Copy — gives logical reasons to buy
4. Emotional Copy — appeals to emotions rather than logic
5. Selling Copy — direct sell approach; strong call to action
6. Descriptive Copy — describes product features and uses

Elements of a Print Advertisement Copy

★ EXAM FOCUS: PYQ 2(b): "Discuss the key components of a print advertisement copy" — this needs each
element with its role.
1. Headline — most important element; must attract attention and pull reader into body copy; should be
self-interest oriented
2. Sub-headline — elaborates headline; bridges headline and body copy; uses smaller font
3. Body Copy — main text; detailed information about product/service; facts and benefits
4. Slogan/Tagline — memorable phrase that summarises brand promise (e.g., Nike: "Just Do It")
5. Illustration — visual element (image/graphic); must be relevant to message
6. Logo — company/brand mark; ensures brand identification
7. Captions — explanatory text below illustrations
8. Coupon/Response Device — enables direct response (if applicable)

Print Copy Writing Principles — John Caples' Rules for Headlines

1. Try to get self-interest into every headline (tell reader what's in it for them)
2. If you have news, get it into the headline in a big way
3. Avoid headlines that are mere curiosity headlines (no empty teasing)
4. Avoid headlines painting the gloomy/negative side
5. Try to suggest a quick and easy way for the reader to get something

Elements of a Broadcast Advertisement Copy

★ EXAM FOCUS: PYQ 2(b) OR: "Describe the essential elements of a broadcast advertisement copy"
Radio Copy — Essentials
1. Create pictures in the mind using sound (no visuals available)
2. Write for the ear, not the eye — simple words, conversational tone
3. Identify brand name early and often — listener can't rewind
4. Keep it simple — one main message only
5. Include a call to action
Television Copy — Principles
1. Story should be told visually; sound supplements visuals
2. Open with a scene that grabs attention immediately
3. Brand name should be visible on screen
4. Keep message simple — one USP (Unique Selling Proposition)
5. Use supers (text on screen) to reinforce spoken message
Types of TV Commercials
• Testimonial
• Demonstration
• Slice-of-life
• Celebrity endorsement
• Animation
• Mood/Image

Layout in Print Advertising

Layout = overall arrangement of the visual elements in a print ad.
Layout Principles: Balance, Unity, Contrast, Flow, Simplicity
• Picture Window Layout — one large dominant illustration
• Copy-Heavy Layout — text dominates over visuals
• Frame Layout — illustration frames/borders the copy
• Silhouette Layout — image shown in silhouette form
• Mondrian Layout — geometric, grid-based arrangement

Message Source — Factors for Effectiveness

1. Expertise — perceived knowledge of the source (e.g., doctor recommends medicine)
2. Trustworthiness — perceived honesty and integrity of source
3. Source Attractiveness — physical attractiveness of endorser generates positive influence
Common sources: Celebrity, Expert, Typical satisfied customer, Announcer, Company CEO
 CHAPTER 11 | Advertising Appeals
PYQ: Types of Appeals with Examples [2(a) OR]

Meaning of Advertising Appeal

An advertising appeal = the approach used by the advertiser to attract attention/interest of consumers and
influence their feelings towards a product/service. It attempts to influence purchase and consumption behaviour.

I. Rational Appeals
Appeal to logic and reason; emphasize features, quality, economy, value, performance.
• Best for high-involvement, functionally-motivated purchases
• Examples: feature claims, price comparisons, product demonstrations
• Example: Comparing specifications of two laptops

II. Emotional Appeals

A. Positive Emotional Appeals
How it Works Example Products/Brands

Makes audience laugh; creates positive mood; good for low-involvement Asian Paints ("Har ghar kuch kehta hai"); Fevicol ads
products; must be relevant to brand

Used for products associated with relationships and gifting Jewellery, greeting cards, perfumes

peal Connects brand with personal achievement and status Luxury goods, cars, educational institutions

Evokes fond memories; connects emotionally with older consumers Heritage brands, old music compilations

B. Negative Emotional Appeals

How it Works Example

Uses threat of harm to motivate behaviour change; must be believable and not Insurance, safety helmets, anti-smoking campaigns
too extreme

Makes consumer feel guilty about not using/buying the product Health foods, charitable donations

Highlights problems/embarrassments that the product can solve Body odour → deodorant; dandruff → Head & Should

III. Moral Appeals

• Appeals to audience's sense of what is right and proper
• Used for social causes — anti-littering, saving electricity, equality, health awareness
• Example: Government PSA campaigns

IV. Sex Appeals in Advertising

• Uses sexuality to attract attention to the advertisement
• Controversial — can be offensive; product must have a genuine link to the sex appeal
• Example of misuse: Tuff Shoes ad featuring nudity with no product connection
• ASCI regulates misuse of sex appeal in advertising

V. Other Advertising Appeals

Appeal How it Works

Music Appeal Jingles, background music to create mood and memorability

Scarcity Appeal Limited time/quantity offers create urgency ("Only 3 left!")

Bandwagon Appeal "Everyone is using it" — social proof drives adoption

Essentials of an Effective Advertising Appeal

1. Must be meaningful — relevant to target audience
2. Must be believable — credible to the consumer
3. Must be distinctive — stands out from competition
4. Must create desire/motivation to act
5. Must be legally and ethically acceptable
 CHAPTER 12 | Measuring Advertising Effectiveness
PYQ: Purpose [4(a)], Pre-testing [4(b)], Communication Effects [4(a) OR], Post-testing [4(b) OR]

Meaning & Importance

Meaning: Systematic efforts to determine whether an advertising campaign has achieved its intended objectives.
• Ensures advertising money is being well spent
• Helps detect errors before campaign goes live (pre-testing) OR evaluate performance (post-testing)
• Provides information for future campaign planning
• Helps justify advertising expenditure to top management
• Enables course correction during the campaign if needed

PRE-TESTING Methods — Before Campaign Launch

★ EXAM FOCUS: PYQ 4(b): "Discuss the pre-testing methods" — needs each method with its specific
technique/instrument.
Done before full campaign runs; to detect and eliminate weak elements.

1. Consumer Jury / Portfolio Tests

• Consumers evaluate proposed ads and compare alternatives
• Ads shown individually or alongside other ads (portfolio)
• Consumers rank or rate ads on various dimensions
2. Readability Tests
• Measure how easily readers can comprehend the copy
• Uses Flesch Formula — assigns a reading ease score (0-100)
• Higher score = easier to read; helps ensure message clarity
3. Laboratory Tests — Physiological
★ EXAM FOCUS: These specific instruments are frequently asked. Know each instrument's mechanism.

Instrument What It Measures How

Eye Camera Tracks eye movement across the ad Shows which part of the ad gets attention first
and for how long

Pupillometrics Measures pupil dilation Pupil widens when interested/aroused;

contracts when disinterested — measures
emotional response

Brain Waves (EEG) Measures electrical activity in brain EEG readings check attention-getting power
of different parts of the ad

4. Copy Tests
• Test different executions/versions of an advertising campaign
• Useful for selecting the best creative execution
• Multiple versions are shown to different groups and responses compared
5. Pre-testing for Broadcast Ads — 4 Specific Methods
Method How It Works

(a) On-air Tests Respondents watch programme on TV channel during which test commercial is
aired; then asked about recall

(b) In-home Tests Videotape of commercials taken to homes; consumers view in natural setting
and respond
(c) Theatre Tests Consumers invited to theatre to view TV programme + commercials; measure
preference change before/after

(d) Trailer Tests Shoppers in shopping centre shown ads with coupons; evaluate coupon
redemption as indicator of commercial influence

POST-TESTING Methods — After Campaign Launch

★ EXAM FOCUS: PYQ 4(b) OR: "Describe post-testing techniques used in advertising effectiveness evaluation"
— distinguish between recognition and recall, aided vs unaided.
Determines whether the advertisement has achieved its objectives after the campaign has run.

1. Memory Tests
Basis: An effective ad leaves a "mental residue" — memory trace — with the person exposed to it.

How It Works Type

Show the advertisement to people and ask if they remember seeing it before Passive — aided recall

Without showing the ad, ask what brands/ads they remember seeing — no Active — harder; stronger indicator of impact
prompts given

Without showing the ad, ask about recall but provide the brand name as a Active but with prompt
prompt

2. Sales Effect Measures

• Attempts to measure advertising's contribution to actual sales
• Method: Compare sales before, during, and after campaign
• Controlled experiments: Test markets (campaign aired) vs. control markets (no campaign) — compare sales
• Limitation: Difficult to isolate advertising's contribution — price, distribution, competition also affect sales

Measuring Communication Effects of Advertising

★ EXAM FOCUS: PYQ 4(a) OR: "Explain how communication effects of advertising can be measured"
• Awareness tests: What % of target audience is now aware of the brand?
• Recall tests: How well can consumers remember the advertising message?
• Comprehension tests: Do consumers understand the message correctly?
• Attitude/opinion tests: Has the advertising changed consumer attitudes favourably?
• Purchase intention: Has the ad increased intention to buy?
• DAG MAR stages: Measure movement through Unawareness → Awareness → Comprehension → Conviction
→ Action

Problems in Measuring Advertising Effectiveness

• Many factors affect sales simultaneously (price, competition, distribution, economy)
• Long-run effects of advertising are difficult to isolate and measure
• Human memory is imperfect — recall tests may understate true impact
• People may not behave as they say in interviews (stated vs. actual behaviour)
• Cost of rigorous measurement can be high
 CHAPTER 13 | Advertising Agency
PYQ: Methods of Agency Remuneration [5(e)]

Meaning of Advertising Agency

AAAA Definition (American Association of Advertising Agencies): "An independent business organisation,
composed of creative and business people, who develop, prepare and place advertisements in advertising media
for sellers seeking to find customers for their goods and services."

Features of Advertising Agency

1. Independent business — not owned by advertiser or media; provides objective advice
2. Works for advertisers/clients — seeks to find customers for their goods/services
3. Composed of creative people — writers, artists, market analysts, researchers, media experts
4. Provides various services — planning, preparing, implementing campaigns; media research; consumer
research
5. Charges fee and commission — typically 15% commission from media

Functions of Advertising Agency

1. Account Management — maintaining client relationships; understanding client business; briefing creative
and media teams
2. Creative Function — developing advertising strategy; creating copy and visuals; producing advertisements
3. Research — consumer research, market research, campaign evaluation
4. Media Planning — selecting appropriate media; negotiating media rates; scheduling

Types of Advertising Agencies

1. Full-Service Agencies — provide complete range of services (most common); e.g., Ogilvy & Mather, Leo
Burnett
2. Boutique Agencies / Creative Shops — specialise only in creative work; no media or research services
3. Media Buying Services — specialise only in buying media space/time
4. In-house Advertising Agencies — set up within the company itself; used when company has sufficient
volume
5. Interactive Agencies — specialise in digital/internet advertising

In-house vs. External Agency

In-house Agency External Agency

High — already embedded Needs to develop over time

Low — may be biased/too close High — outside perspective

May be lower for high volume Commission/fees; may be expensive

Limited — same team, same brand High — multiple clients, fresh ideas

May lack specialised skills Deep expertise in advertising

Agency Compensation Methods — Methods of Remuneration

★ EXAM FOCUS: PYQ 5(e): "Methods of advertising agency remuneration" — short note. Need all 4 methods
with how each works.
1. Commission System (Traditional) — Agency earns 15% commission from media on the cost of
time/space purchased for the client. E.g., if TV time costs ■1,00,000, agency gets ■15,000 from the media
owner.
2. Fee System — Agency charges hourly fees or project fees for work done. No dependency on media
spending. Common when client manages own media buying.
 3. Cost-plus System — Agency charges actual costs incurred + agreed profit margin. Transparent; client
sees all costs.
4. Performance-based / Results-based — Payment linked to campaign results (e.g., sales increase,
awareness increase). Aligns agency incentives with client goals.

Selecting an Advertising Agency

• Size of agency vs. size of advertiser (match)
• Services offered; reputation and track record
• Creativity; knowledge of industry/market
• Cost; personnel quality
• No conflict of interest — should not handle competitor's account
 CHAPTER 14 | Legal Aspects of Advertising in India
PYQ: Role of ASCI [5(c)]

Statutory Laws Governing Advertising in India

★ EXAM FOCUS: Know the specific name, year, and what each act prohibits. Commonly asked in short notes.
Year Key Provisions

— Prohibits unfair trade practices including misleading a

trade practice = falsely representing goods/services

2002 Prohibits anti-competitive agreements; regulates misl

advertising

Act — Prohibits ads claiming to cure diseases like leprosy, e

prohibits magical/supernatural cure claims

ation Act 1995 No ad that derides any race, caste, colour, creed, nat
indecent/vulgar/obscene ads; no misleading ads on c

2003 Cigarettes and Other Tobacco Products Act; prohibits

(surrogate) advertising of tobacco; penalty ■1,000 fir
subsequent

f Women 1986 Prohibits indecent portrayal of women; "indecent repr

likely to deprave, corrupt or injure public morality

1860 Punishes ads that promote disharmony between relig

obscene ads (Sections 292-294); insult religious belie

ASCI — Role and Functions

★ EXAM FOCUS: PYQ 5(c): "Role of Advertising Standards Council of India (ASCI)" — short note. Need
establishment year, full form, objectives, 4 code chapters, specific functions.

What is ASCI?
• Full form: Advertising Standards Council of India
• Type: Self-regulatory voluntary organisation of the advertising industry
• Established: 1985
• Objective: Safeguarding interests of consumers while monitoring commercial communications
• Code specifies all advertising shall be: Truthful, Honest, Decent, Legal, and Safe

ASCI's Code — 4 Chapters

Chapter Requirement

Chapter I Advertisements must be truthful and honest

Chapter II Advertisements must not cause harm to members of the public

Chapter III Advertisements must not be indecent, vulgar, or repulsive

Chapter IV Advertisements must observe fairness in competition

Functions of ASCI
1. Setting Standards: Lays down code of conduct through the 4 chapters above
2. Handling Consumer Complaints: Any consumer/company can file a complaint; ASCI's Consumer
Complaints Council (CCC) examines it; if found in violation, ASCI requests modification or withdrawal. Example:
Gillette Victor Plus Blade ad claiming "blade lasts 3 weeks" was found misleading and ordered withdrawn
3. Proactive Monitoring: ASCI scans TV, print, digital and outdoor media — does NOT wait for complaints
4. Regulating Specific Categories: Children's ads (must not exploit trust); health/nutrition claims (must be
scientifically substantiated); financial products (must disclose risks); influencer marketing (must disclose paid
partnerships)
5. Promoting Fair Competition: Comparative advertising must not be misleading or disparaging
6. Self-Regulation Advantage: Faster and less expensive than courts; builds consumer trust; maintains level
playing field
CHAPTER 15 | Ethical Issues in Advertising
PYQ: Ethical Issues in India [5(d)]

★ EXAM FOCUS: PYQ 5(d): Short note on "Ethical issues in advertising in India" — 6 marks. Need specific
issues with examples, not just headings.

Main Ethical Issues in Indian Advertising

1. Misleading Claims
• False or exaggerated claims that cannot be substantiated
• ASCI Code requires all claims to be truthful and capable of substantiation
• Example: Surya Tube Light claimed "lasts 3 times longer" — ASCI found unsubstantiated, ordered modification
• Example: Gillette Victor Plus Blade — VO claimed "blade lasts 3 weeks"; fine print said "on basis of one shave
every 3 days" — TVC withdrawn
2. Reinforcing Gender Stereotypes
• Advertising traditionally shows women only as housewives, sex objects, or dependent on men
• Men shown as strong, independent, decision-makers
• Breaking stereotypes: Hero Pleasure's "Why should boys have all the fun?" (Alia Bhatt) — positive example
• Ariel's #ShareTheLoad campaign — challenged stereotype that laundry is only women's work
3. Surrogate Advertising
• Advertising a banned product (tobacco, liquor) in the guise of another product using the same brand name
• Examples: Royal Stag Music CDs, Kingfisher Mineral Water, Wills Lifestyle clothing — all promoted
alcohol/cigarette brands
• Pierce Brosnan/pan masala controversy — actor sued for unwittingly endorsing product containing tobacco
• Regulated under COTPA, 2003
4. Advertising Directed at Children
• Children are vulnerable — cannot distinguish between content and advertising
• Exploits children's trust; uses children to influence parents (pester power)
• Junk food advertising increases unhealthy consumption
• UK has banned junk food advertising to children under 16; India lacks equivalent regulation
• ASCI: ads targeting children must not exploit their inexperience or credulity
5. Use of Sex Appeal and Nudity
• Unrelated sex appeal used purely for shock/attention value
• Can be offensive and objectify women
• Example: Tuff Shoes ad (Milind Soman and Madhu Sapre) — widely criticised for nudity; no connection to
shoes
6. Concealment of Facts / Weasel Claims
• Weasel words: "Up to 50% off" — may mean only 1-2 items at 50%; rest at 5%
• "Helps fight cavities" — doesn't eliminate; technically true but misleading
• Important information hidden in fine print (side effects, conditions)
7. Subliminal Advertising
• Hidden messages in advertisements affecting consumers without conscious awareness
• Technically unproven but ethically controversial
• Considered manipulative as it bypasses conscious decision-making
8. Puffery
• Exaggerated subjective claims: "Best coffee in the world", "World's No. 1 shampoo"
• Acceptable puffery = subjective, obvious exaggeration
• Becomes unethical when puffery crosses into verifiable factual claims
9. Portraying Unrealistic Body Image
• Ads promoting unattainable beauty/body standards especially for women
• Fair skin cream ads implying dark skin is undesirable — ethically problematic
• Can cause psychological harm, low self-esteem, eating disorders
10. Ads Showing Dangerous Actions
• Depicting dangerous stunts; children may imitate
• Mandatory disclaimer "Trained professional. Don't try this." often shown too briefly

Regulatory Mechanism (Summary)

• ASCI — self-regulatory; handles complaints; orders modification/withdrawal
• Consumer Protection Act — prohibits unfair trade practices
• IPC Sections 292-294 — punishes obscene advertising
• Indecent Representation of Women Act, 1986 — prohibits indecent portrayal
• COTPA, 2003 — prohibits surrogate advertising for tobacco products
 CHAPTER 16 | Recent Issues & Developments in Advertising

1. Growing Trend Towards Digital Advertising

• Shift from traditional to digital media — digital now fastest growing segment
• Mobile advertising growing fastest (smartphone penetration in India)
• Programmatic advertising — automated buying of digital ads based on data and algorithms

2. Customer Engagement
• Shift from one-way communication to two-way engagement
• Brands create conversations, not just push messages
• Social media enables real-time interaction with consumers
• Crowdsourcing: Pepsi "Crash the Pepsi IPL" — consumers invited to create 30-second Pepsi ads; over 2,600
user-generated ads submitted; 5 winning ads aired during IPL

3. Native Advertising
• Advertising that matches the form and function of the platform on which it appears
• Looks like editorial content but is actually paid advertising
• Examples: sponsored articles in newspapers, promoted posts on Facebook

4. Recent Trends in Celebrity Endorsements

Why Celebrity Endorsements Are Used
• Ensuring high recall rates (selective attention theory)
• Brand building (e.g., Boost with Sachin Tendulkar)
• Improving damaged image (e.g., Cadbury got Amitabh Bachchan after worm controversy)
• Launching new brands (Santro with Shahrukh Khan)
• Virat Kohli reportedly earns ■1-2 crore per day from endorsements
Why Celebrity Endorsements May NOT Work
• Vampire effect — celebrity gets more attention than the product
• Celebrity scandal hurts brand (Pierce Brosnan/pan masala case)
• Celebrity endorses too many brands — loses credibility
• Poor match between celebrity and product
• Overcrowding of celebrity ads reduces recall

5. Breaking Age-Old Taboos and Stereotypes

• Ariel #ShareTheLoad — challenged stereotype that laundry is only women's work; viral; won multiple awards
• Dabur Vatika "Brave and Beautiful" — celebrating women with cancer who are bald
• These campaigns generate huge PR value alongside advertising impact

6. Use of Advergames by Brands

• Interactive games built around a brand or product
• High engagement — time spent with brand is much longer than traditional ads
• Suitable for younger audiences; increases brand recall
CHAPTER QR | Quick Revision — Models, Definitions & Key People

All Response Hierarchy Models at a Glance

Model Stages / Structure

AIDA Attention → Interest → Desire → Action

Lavidge & Steiner (Hierarchy of Awareness → Knowledge → Liking → Preference → Conviction → Purchase
Effects) [Cognitive → Affective → Conative]

DAGMAR (Colley) Unawareness → Awareness → Comprehension → Conviction → Action

Budget Methods — Quick Comparison

Method Basis Key Advantage Key
Disadvantage

Affordable What's left after Simple Unpredictable;

all expenses ignores
objectives

% of Sales Fixed % of Simple; Treats sales as

past/projected financially safe cause, not result
sales

Competitive Match competitor Avoids Ignores your own

Parity spending promotional wars objectives

Objective & Task Costs of tasks to Most rational; Difficult to

achieve objective-linked implement
objectives

Key Definitions
Term Definition

Advertising (AMA) Any paid form of non-personal presentation and promotion of goods, services
and ideas by an identified sponsor

DAGMAR Defining Advertising Goals for Measured Advertising Results — Russell H.

Colley

Advertising Agency (AAAA) Independent business organisation composed of creative and business people
who develop, prepare and place advertisements in advertising media for sellers
seeking to find customers

ASCI Advertising Standards Council of India — self-regulatory body; established

1985

Reach Number of different persons exposed to a media schedule at least once

Frequency Average number of times a person is exposed to an advertising message

Advertising Appeal Approach used by advertiser to attract attention/interest of consumers and

influence their feelings towards a product

IMC Integrated Marketing Communication — designing programmes that coordinate

all promotion mix elements to provide one consistent message
Puffery Exaggerated subjective claims that cannot be literally verified ("Best in the
world")

Surrogate Advertising Advertising a banned product in the guise of another product using the same
brand name

Key People
Person Contribution

Russell H. Colley DAGMAR approach; checklist of 52 advertising tasks

Lavidge & Steiner Hierarchy of Effects Model (6 stages)

Philip Kotler Classification of advertising objectives (16 points)

John Caples Rules for writing effective headlines

David Ogilvy "The consumer is not a moron; she is your wife"

Indian Advertising Facts

• Top agencies in India: Ogilvy & Mather (O&M), Lowe Lintas, McCann Erickson, JWT, Leo Burnett, FCB Ulka,
Mudra, HTA, Rediffusion DY&R, Saatchi & Saatchi
• ASCI = Advertising Standards Council of India (established 1985)
• COTPA 2003 = Cigarettes and Other Tobacco Products Act
• India's advertising market was growing at 13% per annum
• Agency commission from media = traditionally 15%

PYQ Topic Mapping

★ EXAM FOCUS: Cross-reference: which chapter covers each PYQ question.
PYQ Question Chapter / Topic

1(a): Define advertising, types, Ch. 1

importance

1(b): Hierarchy of Effects Model Ch. 4

2(a): DAGMAR approach + Ch. 5 (FULL DETAIL)

significance

2(b): Determinants of advertising Ch. 6

budget

2(a) OR: Advertising appeals with Ch. 11

examples

2(b) OR: Key components of print ad Ch. 10

copy

3(a): Major types of advertising media Ch. 8

+ advantages

3(b): Factors in choosing advertising Ch. 7 & 8

media

3(a) OR: Limitations of major media Ch. 8

types

3(b) OR: Media scheduling types Ch. 7 (FULL DETAIL)

4(a): Importance of measuring Ch. 12
advertising effectiveness

4(b): Pre-testing methods Ch. 12 (FULL DETAIL)

4(a) OR: How communication effects Ch. 12

are measured

4(b) OR: Post-testing techniques Ch. 12 (FULL DETAIL)

5(a): Integrated marketing Ch. 4 (FULL DETAIL)

communication process

5(b): Approaches to target audience Ch. 2 + Appendix

selection

5(c): Role of ASCI Ch. 14 (FULL DETAIL)

5(d): Ethical issues in advertising in Ch. 15 (FULL DETAIL)

India

5(e): Methods of advertising agency Ch. 13 (FULL DETAIL)

remuneration