S.Y.B.

Com
SEMESTER - IV (CBCS)

ADVERTISING - II

SUBJECT CODE:UBCOMFSIV.5.01
 © UNIVERSITY OF MUMBAI

Prof. Suhas Pednekar

Vice-Chancellor,
University of Mumbai,

Prof. Ravindra D. Kulkarni Prof. Prakash Mahanwar

Pro Vice-Chancellor, Director,
University of Mumbai, IDOL, University of Mumbai,

Programme Co-ordinator : Prof. Rajashri Pandit

Asst. Prof. in Economics,
Incharge Head Faculty of Commerce,
IDOL, University of Mumbai, Mumbai

Course Co-ordinator : Mr. Sambhaji Shivaji Shinde

and Editor Assistant Professor, IDOL,
University of Mumbai, Mumbai

Course Writers : Dr. Subhash D’souza

ST. Joseph College,
Vasai.

: Dr. Vinod Kamble

Bal Bharati’s MJP College of Commerce
Kandivali (West), Mumbai.

: Ms. Anitha Menon

Institute of Distance and Open Learning,
University of Mumbai.

: Dr. Megha Juvekar

Nirmala Memorial Foundation College of
Commerce and Science,
Kandivali (East), Mumbai.

April 2022, Print - I

Published by : Director
Institute of Distance and Open Learning ,
University of Mumbai,
ipin Enterprises Vidyanagari, Mumbai - 400 098.
Tantia Jogani Industrial Estate, Unit No. 2,
Ground Floor, Sitaram Mill Compound,
DTP Composed & : Mumbai UniversityMarg,
J.R. Boricha Press Mumbai - 400 011
Printed by Vidyanagari, Santacruz (E), Mumbai
 CONTENTS
Unit No. Title Page No.

Module - I
1. Media in Advertising 1

Module - II
2. Planning Advertising Campaign 25

Module - III
3. Fundamentals of Creativity in Advertising 44

Module - IV
4. Execution and Evaluation in Advertising 66


 Revised Syllabus of Courses of [Link]. Programme at Semester IV
with Effect from the Academic Year 2021 - 22

2 Ability Enhancement Courses (AEC)

2A * Skill Enhancement Courses (SEC) Group A

5. Advertising - II
Course Objective:

1. To highlight the role of advertising for the success of brands and

its importance within the marketing function of a company.
2. It aims to orient learners towards the practical aspects and
techniques of advertising.
3. It is expected that this course will prepare learners to lay down a
foundation for advanced post-graduate courses in advertising

Sr. Modules No. of

No. Lectures

1 Media in Advertising 11

2 Planning Advertising Campaign 11

3 Execution and Evaluation of Advertising 11

4 Fundamentals of Creativity in Advertising 12

Total 45
Sr. No. Modules
1 Media in Advertising
x Traditional Media: Print, Broadcasting, Out-Of-Home advertising and films -
advantages and limitations of all the above traditional media
x New Age Media: Digital Media / Internet Advertising – Forms, Significance
and Limitations
x Media Research: Concept, Importance, Tool for regulation - ABC and
Doordarshan Code
2 Planning Advertising Campaigns
x Advertising Campaign: Concept, Advertising Campaign Planning -Steps
Determining advertising objectives - DAGMAR model
x Advertising Budgets: Factors determining advertising budgets, methods of
setting advertising budgets, Media Objectives - Reach, Frequency and GRPs
x Media Planning: Concept, Process, Factors considered while selecting media,
Media Scheduling Strategies
3 Fundamentals of Creativity in Advertising
x Creativity: Concept and Importance, Creative Process, Concept of Créative
Brief, Techniques of Visualization
x Creative aspects: Buying Motives - Types, Selling Points- Features, Appeals –
Types, Concept of Unique Selling Preposition (USP)
x Creativity through Endorsements: Endorsers – Types, Celebrity Endorsements
– Advantages and Limitations, High Involvement and Low Involvement
Products
4 Execution and Evaluation of Advertising
x Preparing print ads: Essentials of Copywriting, Copy – Elements, Types,
Layout- Principles, Illustration - Importance.
x Creating broadcast ads: Execution Styles, Jingles and Music – Importance,
Concept of Storyboard
x Evaluation: Advertising copy, Pre-testing and Post-testing of Advertisements
– Methods and Objectives
 Revised Syllabus of Courses of SYB. Com
Programme at Semester III & IV
with effect from the Academic Year 2017-2018

Reference Books
Advertising
15. Advertising and Promotion : An Integrated Marketing Communications
Perspective George Belch and Michael Belch, 2015, 10th Edition, McGraw Hill
Education
16. Contemporary Advertising, 2017, 15th Edition, William Arens, Michael Weigold
and Christian Arens, Hill Higher Education
17. Strategic Brand Management – Kevin Lane Keller, 4th Edition, 2013 – Pearson
Education Limited
18. Kleppner’s Advertising Procedure – Ron Lane and Karen King, 18th edition, 2011
– Pearson
a. Education Limited

19. Advertising: Planning and Implementation, 2006 – Raghuvir Singh, Sangeeta

Sharma –Prentice Hall
20. Advertising Management, 5th Edition, 2002 – Batra, Myers and Aaker – Pearson
Education
21. Advertising Principles and Practice, 2012 - Ruchi Gupta – [Link] Publishing
22. Brand Equity & Advertising- Advertising’s role in building strong brands, 2013-
David A. Aker, Alexander L. Biel, Psychology Press
23. Brand Positioning – Strategies for Competitive Advantage, Subroto Sengupta,
2005, Tata McGraw Hill Publication.
24. The Advertising Association Handbook - J. J. D. Bullmore, M. J. Waterson, 1983 -
Holt Rinehart & Winston
25. Integrated Advertising, Promotion, and Marketing Communications, Kenneth E.
Clow and Donald E. Baack, 5th Edition, 2012 – Pearson Education Limited
26. Kotler Philip and Eduardo Roberto, Social Marketing, Strategies for Changing
Public Behaviour, 1989, The Free Press, New York.
27. Confessions of an Advertising Man, David Ogilvy, 2012, Southbank Publishing
28. Advertising, 10th Edition, 2010 - Sandra Moriarty, Nancy D Mitchell, William D.
Wells, Pearson
 PAPER PATTERN
ADVERTISING PAPER I & II

SEMESTER - III & IV

W.E.F. 2017-2018

Q.1 Multiple Choice Questions

(A) Select the most appropriate answer from the option given below 10

(Any Ten out of Twelve)

(B) State whether the following statements are True or False 10

(Any Ten out of Twelve)

Q.2 Answer Any Two of the following Out of Three questions - Module - I 15

a.

b.

c.

Q.3 Answer Any Two of the following Out of Three questions - Module - II 15

a.

b.

c.

Q.4 Answer Any Two of the following Out of Three questions - Module - III 15

a.

b.

c.

Q.5 Answer Any Two of the following Out of Three questions - Module - IV 15

a.

b.

c.

Q.6 Write notes on Any Four out of Six 20

 Module I

1
MEDIA IN ADVERTISING
Unit structure:
1.0 Objectives
1.1 Introduction
1.2 Print Media
1.3 Broadcasting Media
1.4 Out - of - Home (OOH) / Outdoor Advertising
1.5 New Age Media / Digital Media / Internet Advertising
1.6 Media Research
1.7 Audit Bureau of circulation (ABC)
1.8 Doordarshan Code
1.9 Summary
1.10 Exercise
1.11 References

1.0 OBJECTIVES
After studying the unit students will be able to:

 Know different media traditional media along with its advantages and
limitations
 Explain forms of internet advertising along with its significance and
limitations
 Analyse importance of media research
 Understand the Audit Bureau of Circulation (ABC) and Doordarshan
Code

1.1 INTRODUCTION
Media refers to a platform or medium through which a message can be
sent to a large audience at a same time. It is a tool used widely to
communicate to the viewers, listeners and consumers. Advertising media
refers to various advertising vehicles or medium used to promote about
product and services offered by advertiser. When a combination of media
is used to deliver the message to a target audience it is called as media
mix. The objectives of advertising media are as follows:

1
Advertising -II 1. To inform and educate the general public
2. To promote about goods and services offered
3. To capture the target audience by selecting appropriate media
4. To select the suitable media vehicle for promoting the goods

Different forms of media are as follows:

1.2 PRINT MEDIA

1.2.1 Meaning
In print advertisements, the promotion of goods is done through print form
i.e. on paper. It includes advertisements published in newspaper,
magazines, journals, books etc. Among all print media newspaper is most
popular one followed by magazine advertisement. The advertiser prefers
print advertisement as it reaches majority of the houses.

1.2.2 Newspaper Advertising

Newspaper gives a complete package to a reader, which gives them a
combination of news, views, opinion, comments etc. They are also
available in various languages which makes them more popular especially
among urban areas.

 Advantages of Newspaper Advertising

1) Economical: The rate of newspaper advertisement is cheaper as
compared to broadcasting media. The rate of newspaper advertisement
will vary depending upon following factors:

 Popularity of the newspaper

 Size of the advertisement
 Which section of the newspaper advertisement appears.
 Creativity of colours used.

2) Mobile in nature: Newspaper can be easily carried from one place to

another. Therefore, the advertisement published in newspaper can have
wider scope. For instance, the advertisement placed in newspaper can
be read by many. Thus, by purchasing one newspaper all family
members and even neighbors or guest can also read.

3) Effectiveness of advertisements: The effectiveness of advertisement

can be checked by conducting pre and post sale analysis. For instance,
the sales prior to the advertisement must be recorded and same can be
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 Media in Advertising
compared with the sales after giving the advertisement in the
newspaper. If the results are not as per expectations, corrective steps
can be taken.
4) Longer life: As compared to other media newspaper advertisement
has longer life.i.e. for 24 hours. This will help advertiser to reach out
at larger scale readers at a same time. Hence, reader can read
newspaper at any point of time.
5) Detailed information: A detailed advertisement can be given in
newspaper. The features, price, terms and conditions etc can be written
in detail. The advertiser can also give details about other products
offered by company.
6) Wide coverage: Newspaper capture certain geographical areas i.e. it
reaches from local to regional and then to national level. Thus, having
wider coverage at different age groups, income levels and rural as well
as urban areas.
7) Flexibility: The editorial team accepts changes to be made in
newspaper advertisement even one-day prior. Therefore, it gives the
advantage of flexibility to advertiser, where a last minute changes are
accepted.
8) Reference value: Newspaper advertisement provides reference value
to the readers. Readers can cut it and keep it for reference in future.
The same cutting can be shared with relatives, friends etc.
9) Reliability: The advertisement placed in newspapers is highly reliable
as it is monitored by ABC (Audit Bureau Circulation). It generates
confidence in the minds of advertiser and customers rely on the ad
given.
10) Status: Every newspaper, holds a particular status in the market,
hence, depending upon the popularity of the newspaper, ad can be
placed. It will help advertiser to get good response from the readers.

 Limitations / Disadvantages of Newspaper Advertising

1) No demonstration of the product: It is not possible to display the
demonstration or the usage of the product in the newspaper ad.
Whereas, certain products need to have a demonstration. Therefore,
newspaper advertising is not suitable for all the products.

2) Reducing interest: Nowadays, the demand for newspaper is declining

because of instant news, messages which are sent through social media
and other applications. Since the demand is reducing the promotion of
goods will not be reaching at mass level.

3) High competition: The competition among media is high and

newspaper advertisement faces lot of difficulty to cope up with the

3
Advertising -II competition. The broadcasting media attracts huge audience as they
have audio and video effects.

4) Quick reading: The main objective of newspaper is to spread current

news, stories etc to readers. Reading advertisement is a secondary part
of newspaper. Thus, people may miss out on advertisement while
reading news.

5) Clutter: The number of advertisements in the newspaper is increasing

and therefore advertisers are facing the problem of clutter. It involves
when there are too many advertisement readers do not read but neglect
it.

6) Limited coverage: Although, newspaper has wide coverage, it cannot

be read by all masses. Especially, newspaper advertisement is not
suitable for illiterates as they cannot read and understand. Thus, it
reduces its scope.

7) No much scope for creativity: The usage of audio and video cannot
be done hence there is no much scope for creativity. However, colorful
pictures and photos of celebrities can be used to attract the audience.

8) Not suitable for all products: The newspaper advertising is suitable

for those products which are to be explained in detail. Therefore,
newspaper advertisement is not suitable for all products.

9) Average print quality: Advertiser will not have choice to decide the
quality of paper. Most of the newspaper advertisement suffers due to
poor quality of paper. It makes ad very routine and not attractive.

1.2.3 Magazine Advertising

Magazine advertising has long been considered one of the best ways to use
print media to promote a business, a product, or even just an exciting
opportunity. Magazine, both trade and business journals, are a major
medium for business to business marketing. Magazines and Journals may
be weekly fortnightly, monthly or quarterly publications. Special
magazines for women and children are also published. Special issues are
made during festivals. Magazines like India Today, Business India,
Business World, etc., are some of the popular magazines in India.

 Advantages of Magazine Advertising

1) Suitable for specific demographic audience: Magazine reaches out
to a customer within targeted demographics, and thus the marketing
efforts will have exposure to many potential prospects. Especially it is
suitable for office goers.

2) Long life span: A magazine is more than a simple news source or bit
of entertainment. It’s a periodical piece of literature that many

4
 Media in Advertising
subscribers save to review more than once. This gives the
advertisement potential for repetitive exposures.

3) Mobility: People read magazines at doctor’s offices while they are

waiting. Friends give magazines to each other to read. Magazines may
be read at coffee shops, bookstores, or even at the beach. Some
customers read magazines while waiting in a checkout line at the
grocery store.

4) Status: Magazine titles are well respected in their field, so an

advertisement in these will increase the prestige of product/service. Eg:
the advertisement of cosmetics can be given in women era magazine
which has high demand among females.

5) Visual quality: The visual quality of magazines tends to be excellent

because they are printed on high quality paper that provides superior
photo reproduction in both black and white and colour as fashion
advertisers in particular.

6) Creativity: Ads in magazines look better and so is the product,

because of better quality paper, colours, fonts, sizes, inserts, etc. This
medium can be used more thoroughly to distribute attached
promotions, coupons, samples etc. For example, a cologne
advertisement in magazines usually attached to a sample paper with its
smell.

7) Audience receptivity: Magazines have a high level of audience

receptivity. The editorial environment of a magazine lends authority
and credibility to the advertising. Many magazines claim that
advertising in their publication gives a product prestige.

8) Sales promotion: Advertisers can distribute various sales promotion

devices such as coupons, free samples and information cards through
magazines. The readers can take the benefit of it by redeeming it in
nearby store.

 Limitations / Disadvantages of Magazine Advertising

1) Limited flexibility: Ads must be submitted well in advance of the
publication date. In some instances, advertisers must have full
advertisements ready at the printer more than two months before the
cover date of monthly publications.

2) No demonstration: Certain product requires product demonstration

which is not possible with magazine advertisement. No matter the ad
can be made creative and attractive but demonstration of the product
has a different impact on consumers and encourages them to purchase
it.

5
Advertising -II 3) High cost: For a general audience magazine such as India today,
advertising rates are quite high and magazines of this type do not
compare favorably with other media such as network TV in terms of
the cost to reach a broad mass audience.

4) Clutter: Each magazine advertiser hopes readers will notice its

professionally prepared ad, will stay on the page long enough to absorb
the message and gain a favorable impression that results in a purchase
decision. A reader flipping through multiple ads while searching for a
feature story might pay little attention to each ad's content or might
decide not to read any ads at all.

5) Not suitable for small traders: Smaller advertisers don’t get the best
positioning in the magazines and are usually crowded together in the
back. Space and ad layout costs are higher. The slower lead time
increases the risk of ad getting overtaken by events. There is a limited
flexibility in terms of ad placement and format.

6) Limited reach: Magazines don't have the same reach as television or

radio. Readers are typically narrow segments of people interested in
the given topic of the magazine. This means that magazines aren't the
best option if you want to reach a sizable, broad, general audience of
customers.

7) Long processing times: Magazines are normally published weekly or

monthly. Because of the significant amount of content, pictures and
ads included in a typical issue, it takes weeks to lay out one issue.
Publishers usually require that advertiser fixes the ad in four to six
weeks ahead of when they want to run. Discounts for earlier
submissions are common.

1.3 BROADCASTING MEDIA

Broadcasting is the distribution of audio or video content to a
dispersed audience via any electronic mass communications medium
which broadly includes Radio and TV.

1.3.1 Radio Advertising

In India, radio broadcasting was started in 1927 with two privately owned
transmitters at Bombay and Calcutta. Government took them over in 1930
and started operating under the name Indian Broadcasting Service. In
1936, the Indian Broadcasting Service was renamed as All India Radio.
Commercial broadcasting started only in 1967 on Bombay, Nagpur and
Pune stations on experimental basis.

 Advantages of Radio Advertising

1) Target audience: The most important advantage of radio offers is its
ability to reach specific audiences through specialized programming.

6
 Media in Advertising
In addition, radio can be adapted for different parts of the country and
can reach people at different times of the day.
2) Affordability: Radio may be the least expensive of all media. The
costs of producing a radio commercial can be low, particularly if a
local station announcer reads the message. Radio’s low cost and high
reach of selected target groups make it an excellent supporting
medium.
3) Frequency: Because radio is affordable, it’s easier to build frequency
through repetition. Media plans that use a lot of radio are designed to
maximize high levels of frequency. Reminder messages, particularly
jingles and other musical forms are easier to repeat without becoming
irritating.
4) Mental imaginary: Radio allows the listener to imagine. Radio uses
words, sound effects, music and tone of voice to enable listeners to
create their own pictures. For this reason, radio is sometimes called the
theatre of the mind.
5) Cost efficiency: Cost advantages are quite significant with radio as an
advertising medium. Radio time, cost is less than TV and the
commercials are quite inexpensive to produce. They require only a
script of the commercial to be read by the announcer, or a prerecorded
message that the station can broadcast. Advertisers can use different
stations to broaden the reach and frequency within a limited media
budget.
6) Flexibility: Among all the other media radio is the most flexible one.
Copy can be submitted up to airtime. This flexibility allows advertisers
to adjust to local market conditions, current news events and even the
weather. Radio’s flexibility is also evident in the willingness of
stations to participate in promotional tie ups such as store openings,
races and so on.
7) Exposure to illiterates: The radio advertisement can convey the
message to illiterates too. The radio channels are available in different
languages therefore the message can be easily pass on to illiterates.
8) Portability: Radio can be taken easily from one place to another and
hence the advertisement can be heard by many people at a same time.
It gives advertiser an opportunity to cover wider market to promote
about the product.

 Limitations / Disadvantages of Radio Advertising

1) Poor attentiveness: A primary drawback is that people listening to it
are often engaged in other activities, such as driving, cooking etc.
Therefore, the level of attention and engagement towards ad will vary.
It can take many impressions before a listener actually hears the
message.

7
Advertising -II 2) Lack of visual appeal: Whereas television, the other prominent
broadcast medium, has multi-sensory appeal, radio can only impact
audience through sound. It takes very talented copywriters to instill
theater of the mind with the listening audience.
3) Clutter: With the increasing intensity of advertising, clutter has
become a problem in advertising media, and radio is no exception.
Commercial channels carry many ad messages every hour and it is
becoming increasingly difficult for ad messages to attract and retain
audiences’ attention. Much depends on the precision of script writing,
accompanying sounds and level of distortion.
4) No priority: Listening to the radio is done when anyone is doing some
work. This reduces the amount of attention one can give. Whereas,
in case of TV and newspaper advertisement customers are fully
focusing on the ad. Therefore, there are chances that people may
neglect or give less attention to ads on radio.
5) Clutter: Like other media, radio advertisement also suffers from the
problem of clutter. Nowadays, there are too many ads on radio and
therefore many a times the audience is also confused and boredom
with same. Therefore, though radio ads are attractive they may not
hold the audience for long.
6) Less popular: As compared to other media, radio advertising is less
popular as nowadays all the songs are easily available at YouTube or
on various songs app. Therefore, listening to radio as declined up to
larger extent. The introduction of news channel has reduced the
listening of radio.
7) Not suitable for all products: There are certain products which
require visuals and demonstration for such products radio
advertisement is not suitable. It is because there are no video effects
and thus it will not attract consumers to purchase the product.
8) Cannot be referred: Once listened ad cannot be heard again till the
time it is played again by the channel. Hence radio advertisement do
not have reference value like print media advertisement. However, it
becomes difficult to trace the required ad.

1.3.2 Television Advertising

Television provides the ability to communicate sight, sound, motion and
emotion. The viewer can instantly see the product, view it in a variety of
situations, determine how it can be of benefit to their application and leave
them with a lasting impression on the business.

 Advantages of Television Advertising

1) Creativity: The interaction of sight and sound offers tremendous
creative flexibility and makes possible dramatic, life like
representations of production services. TV commercials can be used to
convey a mood or image for a brand as well as to develop emotional or
8
 Media in Advertising
entertaining appeals that help make a dull product appear interesting.
Television is also an excellent medium for demonstrating a product or
service.

2) Wide coverage: Everyone, regardless of age, gender, income or

educational level, watches TV at least for some time. Marketers selling
products and services that appeal to broad target audience find that TV
allows them to reach mass markets. TV is popular medium among
companies selling mass consumption products. Companies with
widespread distribution and availability of their products and services
use TV to reach the mass market and deliver their advertising.

3) Selectivity: Proper slot must be selected to telecast the ad and it is due

to variations in the composition of audiences as a result of programme
content, broadcast time and geographical coverage. For example,
Sunday morning TV caters to children, Saturday and Sunday afternoon
programmes are geared to sports oriented male and week daytime
shows heavily to homemakers.

4) Demonstration: The demonstration of the product can be shown

through television advertisement. It will encourage viewers to
purchase the product. Eg: Maggi is shown how it is being made in 2
minutes. Easy to cook good to eat.

5) Ability to create humor: Television advertisement generates humor

among general audience. As it ads audio, video and jingles. It attracts
the customer and thus they may take a decision of purchasing the
product.

6) Can reach illiterates: The ads shown on television are in different

languages and since it has audio effects the illiterates can also be
attracted to see and understand the ad. Many of the social
advertisements are shown on television to generate awareness among
illiterates.

7) Low per person cost: As lakhs of people watch the ad at a time the
per person cost is less. Eg: Doordarshan National Channel is watched
by lakhs of people especially in rural areas.

8) Captures international market: Certain channels are shown at

international level and thus the ad can be telecasted to other countries
too. Therefore, Indian companies may get the orders and popularity
from other countries.

9) Repetition: The same ad can be repeatedly shown on television. It

increases the chances of people viewing the ad and hence the
popularity of the product increases. It can also create top of mind
awareness.

9
Advertising -II  Limitations / Disadvantages of Television Advertising
1) Costs: Despite the efficiency of TV in reaching large audience, it is an
enormously expensive medium to advertisement. The high cost of TV
ads stems not only from the expense of buying airtime, but also form
the cost of producing a quality commercial. More advertisers are using
media driven creative strategies that require production of a variety of
commercials, which drive up their cost. Even local ads can be
expensive to produce and often are not of high quality.

2) Lack of selectivity: Advertiser who are seeking a very specific, often

small, target audience find the coverage of TV often extending beyond
their market, thus reducing its cost effectiveness. Geographical
selectivity can be a problem for local advertisers such as retailers since
it rates on the total market area it reaches. Audience selectivity is
difficult as advertisers target certain groups of consumers through the
type of programme or day and/or time they choose to advertisement.

3) Clutter: Like other media, television advertisement also suffers from

the problem of clutter. Nowadays, there are too many ads on television
and therefore many a times the audience is also confused and boredom
with same. Therefore, though television ads are attractive they may not
hold the audience for long.

4) Lack of clarity of message: The ad message can be lost in the

maelstrom television. Viewers may change the channel or decrease the
volume during commercial breaks is a common habit, losing the
reception of messages. So, the idea may not be so clear and the
objective is not reached.

5) Fleeting message: TV commercials usually last only 30 seconds or

less and leave nothing tangible for the viewer to examine or consider.
Commercials have become considerably short as the demand for a
limited amount of broadcast time has intensified and advertisers to get
more impressions from their media budgets.

6) Negative attitudes: Many consumers have negative attitude about TV

commercials. A number of filters negatively impact the ad, even if it
reaches a large audience. Leaving the room, talking to friends, texting,
flipping channels, reading and simply spacing off are all things that
can distract viewers from watching and absorbing commercial
message.

7) Lacks flexibility: It's not as easy as editing your print ad. Most times,
a TV ad will need to be shot again, or at least that part of it will need
to be re-shot, and it's difficult to pick up action in the middle of an ad
and to come away with the same feel of the ad as the first time.

8) Time consuming process: Even a 30-second ad or the 10- and 15-

second clips of recent years, require a lot of effort. Advertiser needs to
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 Media in Advertising
hire a script writer or an ad agency, actors and a director. Rehearsing,
shooting and retakes consume an entire day or more. It's time-
consuming and stressful process.
9) Placement of ads: The advertiser may not get the right placement of
ads during the TV programme. The ads of competitors may appear at
the same time and in the same programme. Therefore, the audience
may not be responsive to TV advertising.
1.3.4 Film / Cinema Advertising
The beauty of Cinema advertising happens to be in its diversified media
options where all kinds of opportunities exist for a brand.
Advertising is an accumulation of print, radio, television and other
mediums used in conjunction with each other; but Cinema advertising is
one form of advertising that sets itself apart from all other forms of
advertising. It provides a 360-degree marketing environment that is
uncluttered and finds the consumer in a relaxed and receptive frame of
mind, perfect to get the message across.
Unlike typical advertising where an audience is made to experience an
advertisement, Cinema advertising takes a plunge as compared to other
forms by not pushing the audience. This act of not infiltrating the space of
an audience creates a positive image of a brand and hence appeals more.
In simpler terms, the audience approaches the brand instead of assertive
direct marketing, also makes the process of communication unforceful and
unique.
Brands can reach out to the audience but the ones that reach out to them in
an immersive way takes the lead. And this strategy can only be
implemented in Cinema halls and multiplexes where a product can be
placed or offered to experience. An air freshener product can be installed
in the washroom or sprayed in the theatre before during or after the show.
This one of a kind experience to the audience gives more strength to the
brand and also opens avenues to different types of ideas and innovation to
reconnect with them by breaking the monotony.
Interaction with the audience is another aspect which may deeply effect
the consumer's decision to opt or buy a particular brand. In conjunction
with experience, interaction opens up whole new types of avenues, the
brand can use to its potential to reach out to them. As the interaction is
itself dynamic in nature, an interested consumer can explore more about
the product in turn giving an added advantage to the brand to earn their
trust.
Keeping in mind the target age group which might come to watch a film,
the demography where a Cinema is located, a brand can collect the data
and information which can help them further improve their product or
simply take feedback.
The beauty of Cinema advertising happens to be in its diversified media
options where all kinds of opportunities exist for a brand. A brand can
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Advertising -II strictly confine it to a branding option i.e. a furniture company will only
do branding on the seats of a theatre but can also make itself heard on
different media formats available in the Cinema. There aren't any
limitations to explore and to make the use of the space in Cinema apart
from the aesthetics of the space.
Effective movie theatre advertising can also include one-on-one
promotions, partnering with events or sponsorships and can be conducted
at the venues themselves, with marketing teams promoting a variety of
products to consumers as they are waiting in line or approaching the
theatre.
Cinema media reaches a huge target audience each month, and its
advertising is approximately four times higher than ads placed on
television. Movie theater advertising reaches targeted consumers with
innovative messages that engage moviegoers in a highly effective manner.

Effective movie theater advertising can also include one-on-one

promotions, partnering with events or sponsorships and can be conducted
at the venues themselves, with marketing teams promoting a variety of
products to consumers as they are waiting in line or approaching the
theater.

 Advantages of Cinema / Film Advertising

1) It delivers your message to a captive audience.
2) On-screen and lobby ads can use full sight, sound and motion to
increase ad recall.
3) Frequent repetition of the message insures that moviegoers see and
remember your ad, building brand awareness.
4) Advertiser’s company image is often boosted by the association with
the movies on the big screen in full color.
5) Because movie theaters are located near or in suburban shopping malls
and other high-profile retail areas, ads are positioned close to point-of-
purchase.
6) Campaigns can be targeted by a demographic profile based on the
geographic location of the movie theater.

 Limitations of Cinema / Film Advertising

1) The audience is more interested in watching movie rather than
advertisements in theaters. So they reach late to theatre or they move
out during intervals. So hardly attention is paid to film advertisements.
2) Limited number of audience is exposed to such ads because those who
go to watch movie can come across to these ads.

12
 Media in Advertising
3) These ads are having short life as they are screened only for few
seconds. Also due to number of ads screened at a time it becomes
difficult to remember any particular ad.
4) These ads can be expensive. So large firms can only afford it.

1.4 OUT- OF- HOME (OOH) / OUTDOOR

ADVERTISING
Outdoor advertising is the oldest form of advertising. Today’s outdoor
media of advertising are nothing but a refinement of the ancient method of
delivering a message to a large group of people. Outdoor advertising is
bound to grow due to increase in number of automobiles, dispersion of
population to the suburbs, greater mobility of people. The more people
travel, the more they are exposed to advertising messages carried by this
medium.

Following are the different forms of outdoor advertising:

1) Billboard: The “bills” were pasted on walls, fences or on boards
around the town. The word billboard has its origin in the playbill
posted outside the theatre. After automobiles came in and the road
network became increasingly extensive, the outdoor poster at the
roadside became a useful medium of advertising. The bigger posters,
called bleed posters of size 125 inches by 272 inches have also gained
popularity.

2) Posters: They are of great value in developing countries like India

with a great deal of diversity of languages and problems of literacy.
Mostly posters remain in position for a period of time say several
weeks. Therefore, they enjoy 24-hour exposure and long life. The fact
is that audience gets only a fraction of second to view the
advertisement. But this is compensated by repetition of viewing. It is a
mass medium to communicate large number of people at a same time.

3) Neon signs: Neon signs are electronically controlled, move and form
patterns. Once seen in part viewers wish to see the complete one. In
neon signs light emitting diodes, computer cards and curtain
backgrounds are used. Neon signs are especially useful as ad medium
in those cities which have night life.

4) Transit advertising: It is mainly advertising on the public transport

system, such as metropolitan city bus transport, suburban rail system
and advertisements placed on railway stations, bus stands and air
terminals. The transit advertising operator places and maintains the
transit ads on the vehicles for which the advertiser contracts.

5) Print of hoardings: Hoarding is technically known as single pass

poster printing machine and is totally computerized. From single
colour transparency or even a print, posters of any size can be printed

13
Advertising -II as per specifications. There is no upper limit on the length of the
picture, but the width, is restricted to 8 feet.

6) Point of Purchase (POP) advertising: POP advertising has its aim

catching the consumer at the moment. Such advertisement can
persuade the consumer, especially where low involvement products
are concerned. POP advertisements are frequently termed as dealer
aids since they are meant to help the dealer or retailer to win
customers. Advertisers of consumer products offer retailers huge
incentives such as providing containers, ice – boxes, baskets etc.

7) Window display: The display of products in shop windows so that

passerby is attracted to enter the shop and buy the products, or at least
be reminded of the products is termed ‘window display’. It is an
effective strategy for gaining the interests and attention of passersby.
During festival seasons window displays take on the character and the
colours of the festival being celebrated. It displays new class of
designs, patterns etc.

8) Aerial advertising: It is effective if a large target audience is gathered

near the source of advertising. It includes balloons, skywriting, and
banner towing are usually strategically located.

 Advantages of OOH/ outdoor advertising

1) Suitable medium to inform the moving population: Its capacity to
create awareness is gigantic, the effects caused always meet the
requirement for a simple message to be reached out to a vast number
of people.
2) Less expensive: Out of home advertising can be a lot less expensive as
compared to traditional and digital advertising. A billboard on the side
of the road and flyers distributed can be of a meagre cost instead of a
TV commercial and expensive nationwide marketing endeavors.
3) Displayed at a place where best impact can be created: Geographic
adaptability featured by out of home advertising can be set along
motorways, near stores, or on mobile billboards, anyplace that the law
allows. Local, regional, or even national markets might be secured.
4) Lasting Impact: Once an out of home advertisement board is installed
at a place, it usually remains there for a fairly longer period. Thus, it
creates a lasting impression on the public. Wide coverage is possible
for a longer duration. A 100 GRP appearing (the level of identical
group of onlookers presented to an outdoor media advertisement)
could yield a coverage equal to100 percent of the commercial center
every day or 3,000 GRPs over a month. With appropriate position, a
wide base of representation is possible in neighborhood markets, with
both day and night nearness.
5) Pictures and paintings enhance the value of outdoor
advertisements: They say one remembers pictures and videos more
14
 Media in Advertising
than just plain texts, this couldn’t be more applicable here as Out of
home advertising enables the use of graphics to a large extent.

 Limitations / Disadvantages of Outdoor Advertising

1) Create only visual effects: It does possess creative limitations with
high costs attached, especially if out of home advertising is digitally
equipped, the chance of passing a lengthy message could be
problematic.
2) Tends to lack interaction: Advertisers and Corporates need to draw in
their target market audience. Interaction with customers to make them
the final sale is vital. Out of home advertisements make interaction
with other interested consumers a lot less significant.
3) It provides attention and memory values; it is doubtful whether it
will provide action value: Out of home advertisement can really
comprehend the precise viewership metrics which it has influenced to
turn into an actual sale. Yet, to achieve the overall sale value, it may
seem to be a bit futile.
4) Costs: a company needs to spend from the time the billboard is set up
to the time it is taken down. Apart from signing a contract with the
owner of the space, other costs include maintenance and repairs. If there
will be natural disasters like hurricanes that will destroy the structure,
this will not be inexpensive. And if there will be destruction to property
or injury related to a damaged billboard, the owner might have to face
legal issues as well as additional expenses.
5) Cause of distraction: Another drawback of this traditional advertising
medium is that it can be a cause of road mishaps. Since billboards aim
to get the attention of people who are driving or passing by, they are big
in size and often have celebrities as endorsers. Consequently, these
people have the tendency to get distracted and at times, get into traffic
accidents.

1.5 NEW AGE MEDIA/ DIGITAL MEDIA / INTERNET

ADVERTISING
Online is the fastest growing medium in today’s era. It is a powerful tool
to use for advertising and promotions. The advertisers have understood the
importance of the digital medium and they are increasing their advertising
budget for digital media.

 Various forms of digital media Advertising are as follows:

1) Direct mail: It is a common form of advertising and is done through
pamphlets and brochures, which is considered as junk by the
recipients. This is the most personalized form of advertising and
reaches through postal mail. It is very cost effective mode of
advertising and helpful to provide complete information to the target

15
Advertising -II audience on a piece of paper. Direct mail is mostly distributed at the
event or form home to home.

2) Mobile advertising: It is a subset of mobile marketing. It has emerged

as an integral part of any brand’s marketing campaign today. It has
become an important engagement tool for brands, and aims to fulfill
the gap that traditional media has been unable to bridge. With the
increasing popularity of mobile internet, this form of marketing is soon
poised to achieve a significant reach.

3) SMS advertising: Advertiser establishes direct relationship through

mobile phones with customers opting to their programmes. SMS
advertising is not very exciting, and the potential is limited. Not to
mention, that consumers who participate often will not have any
special affinity for the marketer.

4) WAP banner ads: A banner advertisement in WAP sites is known as

WAP banner ads, which are in JPEG or GIF format. Usually they are
of two types clickable banners and non clickable banners. Clickable
banners take the viewer to the another WAP page after clicking on it
so that other details of the product are shown.

5) Location based advertising: It works on location tracking technology

in mobile networks, to target consumers on location specific
advertising. Mobile advertising companies send customers offers on
their phones when they are near the store of a particular brand. The
privileges, royalties and innovative services of location based mobile
phone services attract many customers.

6) Video ads on cell phones: Interactive video adverts are coming on

iPhone through mobile platform. Text messages were sent to
consumers asking them to download the new commercial on their
mobile phones. This was the first time that mobile phones were used
as a vehicle to view, download, share and comment.

7) Mobile coupons: We all are aware of paper coupons, now it is time

for online coupons. People carry their phones and their mobile
coupons along and this is the advertising space that holds considerable
promise.

8) Interstitial ads: They are ads that pop ups on the screen while the
computer downloads a website that the user has clicked on. There are
now many types of interstitials including popup windows, splash
screens, superstitials etc.

 Significance / Advantages of Internet Advertising

1) Less expensive: A main benefit of online advertising is that it is at a
much affordable price when compared with the traditional advertising

16
 Media in Advertising
costs. On the internet, advertiser can advertise at a way more
inexpensive cost for a much wider audience.
2) Wider geographical reach: Online advertising gives your campaigns
global coverage, which helps your online campaigns reach more
audiences. This will definitely help you achieve superior results via
your online advertising strategy.
3) No rigorous payment: This is another appealing benefit of online
advertising. In traditional advertising advertiser has to pay the full
amount of money to the advertising agency, no matter the results. In
online advertising however, advertiser has to pay only for the qualified
clicks, leads or impressions.
4) Easy result measurement: The fact that it’s so easy to measure
makes online advertising more appealing than the traditional
advertising methods. There is lot of effective analytics tools in order to
measure online advertising results, which helps to know what to do
and what not to do in ad campaigns.
5) More targeted audiences: In comparison with traditional advertising,
online advertising helps advertiser to easily reach the targeted
audience, which leads to ad campaign’s success.
6) Speed: Online advertising is faster than any of the offline advertising
activities and advertiser can start sending out their online ads to a
wider audience, the moment they start advertising campaign. So if they
have a large targeted audience online at the time of triggering the
online advertisements, then ad will be served to majority of the
audience in no time.
7) Informative: In online advertising, the advertiser is able to convey
more details about the advertisement to the audience and that too at
relatively low cost. Most of the online advertising campaigns are
composed of a click-able link to a specific landing page, where users
get more information about the product mentioned in the ad.
8) Better Branding: Any form of advertising helps in improving the
branding and online advertising stands a notch high in improving the
branding of the company, service or product. If digital advertising
campaign is well planned, company has the chances of getting brand
name spread virally over a larger audience.

 Limitations / Disadvantages of Internet Advertising

1) There is a high dependency on electronic devices and thus there is
always a fear of slow downloading or lack of connectivity.

2) In India very small group of people are well versed with operation of
computer and usage of internet, hence not many will be able to
purchase via internet.

17
Advertising -II 3) There are so many websites out there that it can be hard to identify the
ones that will most effectively target your audience.
4) Every advertiser wants consumer attention, and often there is simply
too much information to digest.
5) The problem of clutter is very common among all media and hence it
affects internet advertising too.
6) Some advertisers cleverly create misleading impressions of their
goods—they present a very rosy picture of their products with the
object of increasing their sales. In reality, their item is of inferior
quality.
7) Not suitable for small traders and products which requires
demonstration.

1.6 MEDIA RESEARCH

1.6.1 Meaning
Media research includes the steps undertaken to select a proper media for
advertisement and to an appropriate audience. The goal is to select a
media schedule from among the many alternatives that will maximize
same combination of the number of people reached and the frequency with
which they are reached. This decision assumes the advertisers have
specified the market segments they want to reach. The information
collected through media research shall be able to provide answer to the
following questions:
 What class of media should be used?
 What media vehicle and media option should be used?
 What should be the exposure level and how schedule it?

1.6.2 Following steps can be adopted

1) Audience: Research helps to understand the profile of the readers,
listeners, and viewers. Target audience profile relates to the data on the
demographic features of the audience like age, income etc. These
information helps advertiser to frame the message and make the ad in a
manner which will be liked by such audience.
2) Selection of media: Though there are several media available an
advertiser has to decide either to put the ad in one media or several.
The selection of media can be done based on following factors:

 Audience
 Ad budget of the company
 Features of the product.

3) Finalizing the time and space: Media planning department needs to

book a specific time and space for the ad. It will be decided mainly
upon how many people are exposed to this ad.
18
 Media in Advertising

4) Sponsorship of programmes: It helps the advertiser to select a

particular programme for sponsorship. The advertiser may select the
sponsorship of that programme which is of interest to the target
audience.

5) Implementation: After making a proper study, one needs to

implement the framed advertisement in a proper media and on given
time.

6) Feedback: A proper feedback must be taken stating whether the ad

was suitable or not. It can be analysed based on sales turnover.

1.6.3 Importance of Media Research

1) To know the audience: Advertisements are prepared for audience to
see, hear and finally purchase the product. Thus, research is conducted
to understand the behaviors, likes and dislikes purchasing power, etc.
of the audience. Not every media will be suitable for all type of
audience and hence, an appropriate media must be selected for proper
audience.
2) Prices: The rate of media will vary depending upon its popularity,
expense, authenticity, etc. However, before finalizing any media a
pricing structure must be taken care of. In fact, even in television
advertising different channels will have different rates Therefore a
proper research is needed before selecting a media.
3) Competition: The competition among media is increasing day by day.
New media options are increasing Eg:- Internet advertising, Mobile
advertising, etc. A major share of media revenues comes from ads
which in turn depend on audience measurement. This has led to a
growth in media research activities.
4) Selection of media: A best suitable media must be selected and
research plays vital role for same. Selecting media depends upon
following factors:
 Media trends.
 Media packages.
 Media popularity.
Advertiser can also take a call if they want to go for media mix.
5) Booking time and space: The advertiser also needs to book a proper
time and space in media for their ad. This decision is based on
readership, viewership and listenership figures which are made
available by media research. Further, such information helps the
advertiser to negotiate for the best rates for optimal placement of ads.

19
Advertising -II 6) Benefits:

 To Audience: It helps media owners to shape new products,

broadcast quality programs and so on. Thus, consumers get better
quality products.

 To Media owners: Media research gathers data showing the size,

demographics and interests of the media audience. It helps them to
improve upon their editorial content or the creative side.

 To Advertisers: It helps them to select the most suitable media

mix, which in turn helps to get more advertising mileage and
thereby better returns on their ad budget.

1.7 AUDIT BUREAU OF CIRCULATION (ABC)

Audit Bureau of Circulations (ABC) is one of the several organisations of
the same name operating in different parts of world. ABC founded in 1948
is a not-for-profit, voluntary organisation consisting of publishers,
advertisers and advertising agencies as members. The main function of
ABC is to evolve, lay down a standard and uniform audit procedure by
which a member publisher shall compute its Qualifying copies. The
circulation figure so arrived at is checked and verified by a firm of
chartered accountants which are empanelled by the Bureau. The Bureau
issues ABC certificates every six months to those publisher members
whose circulation figures confirm to the rules and regulations as set out by
the Bureau.
ABC's membership today includes 562 Dailies, 107 Weeklies and 50
magazines plus 125 Advertising Agencies, 45 Advertisers & 22 New
Agencies and Associations connected with print media and advertising. It
covers most of the major towns in India. Circulation figures that are
checked and certified by an independent body are an important tool and
critical to the advertising business community.
Bureau's Council of Management functions as the Board of Directors
which the main policy is making body. Council members meet frequently
at least once in two months. ABC comprises of

 8 elected representatives of Publisher members

 4 elected representatives of Advertising Agency members
 4 elected representatives of Advertiser members
The position of Chairman of the Council of Management rotates every
year between the senior most publisher member and senior most non
publisher member on the Council (Advertising Agency and Advertiser).
Chairman is elected by the Council of Management every year.
The Bureau (ABC) certifies circulation figures of member publications
every six months i.e. for the audit periods January to June and July to
December. The Audits of circulation figures are carried out by empanelled
20
 Media in Advertising
firms of Chartered Accountants as per the prescribed Bureau's audit
guidelines and procedures.
Bureau also has a separate panel of Bureau auditors to undertake surprise
checks and surprise recheck audits as deemed essential by the Bureau. The
certified circulation data is primarily used for media planning purpose by
various media agencies, print media advertisers and government publicity
departments.

1.8 DOORDARSHAN CODE

Doordarshan was established in 15th September 1959. It is an autonomous
public service broadcaster founded by the Government of India, owned by
the Broadcasting Ministry of India and one of Prasar Bharati's two
divisions. It is one of India's largest broadcasting organizations in studio
and transmitter infrastructure.
Doordarshan has laid down certain standards of conduct in order to
develop and promote healthy advertising practices. No advertisement shall
be accepted I case it violates this code.

The standards of conducts are as follows:

1) Advertising shall be so designed as to conform to the laws of the
country and should not offend morality, decency and religious
susceptibilities of the people.
2) No Advertisement shall be permitted which-
i. derides any race, caste, colour, creed and nationality;
ii. is against any of the directive principles, or any other provision of
the Constitution of India;
iii. tends to incite people to crime, cause disorder or violence, or breach
of law or glorifies violence or obscenity in any way;
iv. presents criminality as desirable;
v. adversely affects friendly relations with foreign States;
vi. exploits the national emblem, or any part of the constitution or
respected leaders, state dignitaries, Gods and Prophets belonging to
various religions
vii. Relates to or promotes cigarettes and tobacco products, liquor,
wines and other intoxicants either directly or indirectly.
viii. In its depiction of women violates the constitutional guarantees to
all citizens such as equality of status and opportunity and dignity
of the individual.
In particular, no advertisement shall be permitted which projects a
derogatory image of women. Women must not be portrayed in a
21
Advertising -II manner that emphasizes passive, submissive qualities and
encourages them to play a subordinate, secondary role in the
family and society. The portrayal of men and women should not
encourage mutual disrespect.
ix. Shows institutions like Armed Forces, Paramilitary Forces, Police,
Traffic Police etc. in poor light.
3) Advertisement for services concerned with the following shall not be
accepted.
i. Unlicensed employment services;
ii. Sooth-sayers etc. and those with claims of hypnotism;
iii. Betting tips and guide books etc. relating to horse-racing or other
games of chance.
4) Doordarshan accepts the advertisements of educational institutions/
colleges. However, it must be ensured that the institutions/colleges are
genuine so as to ensure that students do not get misled.
Doordarshan will also accept advertisements relating to holiday resorts
and hotels.
Doordarshan also accepts the advertisements relating to real estate
including sale of flats/land, flats for rent both commercial and
residential.
Doordarshan has also allowed the telecast of:
i. Foreign products and foreign banks including financial services;
ii. Jewelry and precious stones;
iii. Mutual funds approved by SEBI;
iv. Hair dyes;
v. Matrimonial agencies.
However, to ensure that viewers do not get misled by false claims, it
has been decided that all such advertisements must carry a statutory
message at the end in the form of super imposition or caption as
follows:
“VIEWERS ARE ADVISED TO CHECK THE GENUINENESS
OF THE CLAIMS MADE”
5) The items advertised shall not suffer from any defect or deficiency as
mentioned in Consumer Protection Act, 1986.
6) No advertisement shall contain the words Guarantee or Guaranteed,
etc. unless the full terms of the guarantee are available for inspection
by the Director General, Doordarshan, and are clearly set out in the
advertisement and are made available to the purchaser in writing at the
point of sale or with the goods. In all cases terms must include details
of the remedial action available to the purchaser. No advertisement
22
 Media in Advertising
shall contain a direct or implied reference to any guarantee which
purports to take away or diminish the legal rights of a purchaser.
7) Scientific or statistical excerpts from technical literature etc., may be
used only with a proper sense of responsibility to the ordinary viewer.
Irrelevant data and scientific jargon shall not be used to make claims
appear to have a scientific basis they do not possess. Statistics of
limited validity should not be presented in a way as to make it appear
that they are universally true.
8) Advertisers or their agents must be prepared to produce evidence to
substantiate any claims, testimonials or illustrations. The Director
General reserves the right to ask for such proofs and get them
examined to his full satisfaction. In case of goods covered by
mandatory quality control orders, the advertiser shall produce quality
certificate from the institutions recognized by the Government for this
purpose.
9) Advertisements shall not contain disparaging or derogatory references
to another product or service.
10) Visual and verbal representation of actual and comparative prices and
costs shall be accurate and shall not mislead on account of undue
emphasis or distortion.

1.9 SUMMARY
This unit enables you to understand know the various traditional media
and their advantages and limitations. Various media includes as print
media (newspaper and magazine), broadcasting media (radio and TV),
out-of-home media (Billboard, Posters, Neon signs, Transit advertising,
Print of hoardings, Point of Purchase (POP) advertising, Window display,
Aerial advertising. New age media such as digital media or internet, which
include its forms, significance and limitations also discussed in this unit.
Further this unit includes concept of media research which refers to the
steps undertaken to select a proper media for advertisement and to an
appropriate audience.
Finally, this unit include about Audit Bureau of Circulation (ABC) and
Doordarshan Code which are important tools for regulation of advertising.

1.10 EXERCISE
State whether following statements are True OR False
1. Radio advertising offers mobility.
2. Interstitial ads are found on internet.
3. Magazine ads have a higher reference value.
4. Television is the fastest growing medium of mass communication in
India.
5. Out of home media is the oldest media of communication.
23
Advertising -II 6. Internet is the fastest growing medium for advertising.
7. Commercial promotion is undertaken through social media.
8. Television ads have a long life.
9. Film advertising offers only audio impact.
10. Website is a form of outdoor advertising.
11. Out of home is a form of new age media.
12. It is mandatory to get circulation figures certified by ABC.

DEFINE/EXPLAIN THE FOLLWING TERMS

1. Print media
2. Broadcasting media
3. Out-of-home advertising
4. Film / Cinema advertising
5. Digital media

ANSWER IN BRIEF
1. Explain the advantages and limitations of Print media.
2. What are the advantages and disadvantages of TV advertising?
3. What is out-of-home advertising? Explain its limitations
4. List down and explain advantages of film advertising.
5. Explain different forms of internet advertising.
6. Write a note on ABC.
7. Write a note on Doordarshan code.

1.11 REFERENCES
[Link]
[Link]
[Link]
[Link]
[Link]
advertising
[Link]
[Link]
Books:
[Link], 1997, Foundation of advertising theory and practice,
Himalaya Publishing House.
John Wilmshurst and Adrian Mackay, 1973, Fundamentals of advertising,
Taylor & Francis Group Publisher.
William Wells and John Burnett, 1926, 7th edition, Advertising principles
and practice, Pearson.



24
 Module II

2
PLANNING ADVERTISING CAMPAIGN
Unit Structure:
2.0 Objectives
2.1 Introduction
2.2 Steps in Planning Advertising Campaign
2.3 Steps in determining advertising objectives
2.4 Dagmar Model
2.5 Advertising Budget – Factors determining ad budget and methods of
setting ad budget
2.6 Media Objectives – Reach, Frequency and GRP
2.7 Process of media planning
2.8 Summary
2.9 Exercise
2.10 References

2.0 OBJECTIVES
After studying the unit students will be able to:
 Understand and write steps in planning advertising campaign
 Understand and write steps in determining advertising objectives
 Discuss DAGMAR model
 Explain factors determining advertising budget and methods of setting
ad budget
 Determine Media objectives – Reach, Frequency and GRPs
 Understand and write process of media planning
 Analyse factors considered while selecting media
 Explore media scheduling strategies

2.1 INTRODUCTION
We don’t remember all the advertisements which we see, read or hear, on
the other hand we ignore some advertisements. So money spent by
advertiser on these advertisements is wasted and ad message which
advertiser intended to convey to target audience is not reached. It is
necessary to have a well-planned strategy to promote a product or service.
25
Advertising -II Ad agency helps advertiser to plan effective ad campaign. Well planned ad
campaign helps advertiser to measure where his business stands in the
market, by comparing his advertising campaigns with competitors, thereby
also helping advertiser to assess the strengths and weaknesses of his
product or service.

2.2 ADVERTISING CAMPAIGN

2.2.1 Meaning and Definition
Advertising campaigns are the groups of advertising messages which are
similar in nature. They share same messages and themes placed in
different types of medias at some fixed times. In other words, it refers to
the central idea or message which is reflected in all the ads in an ad
campaign.

In the year 2006, Apple launched its first ‘Get a Mac’ commercial in
which two actors representing ‘Mac’ and ‘PC’ respectively have a
conversation in which PC ends up embarrassing himself. By the end of the
year, Apple had launched 19 commercials under the ‘Get a Mac’
campaign. This humorous, but aggressively competitive advertising
campaign fascinated the consumers immediately

Watch Ad Campaing of ‘Get my Mac :

[Link]

According to Dunn and Barban “An advertising campaign includes a

series of ads placed in various media that are designed to meet objectives
and are based on an analysis of marketing and communication situation.”

26
 Planning Advertising
Campaign

2.2.2 Steps in Planning Advertising Campaign

1) Market Research: The advertise / ad agency should undertake market

research for the product to be advertised. Market research helps to find
out the customer, product, market condition, competition, etc. It will
enable to design effective advertising campaign.
2) Define target audience: The advertiser / ad agency need to know who
are going to buy his product and who should be targeted. He should
gather information about demographic and purchase behaviour of
target audience. Accordingly, ad campaign is designed to influence
buying behaviour of target audience.
3) Define objectives of ad campaign: The advertiser should define clear
objective of ad campaign. The objectives of ad campaign can be to
create awareness, develop brand image, increase market share etc.
These objectives guide in planning process of ad campaign.
4) Setting the ad budget: At this stage, an advertiser allocates funds for
the advertising campaign. While allocating funds for ad campaign, the
advertiser needs to consider various factors such as target market, type
of media, competition, past budget, availability of funds etc.
5) Deciding the advertising theme/message: The advertiser / ad agency
needs decide ad theme/message. It should get popular among target
audience. They consider the story board of the ad. Eg.: In Santoor
Soap ad, a young girl plays a musical instrument and her daughter
passes by and calls her ‘Mummy’ and everyone is surprised about her
young skin being mother of a of 9-10 year’s old girl. They decided the
27
Advertising -II colors, graphics, music and voices, language, jingles, etc. to be used in
the ad.
6) Selection of media: Media refers to a channel through which ad
message is conveyed to target audience. Various ad media includes
TV, radio, newspaper, magazine, outdoor, internet etc. Selection of
media is depending on number of factors such as reach of media,
budget, competitor’s media, media restriction, objective of ad
campaign etc. Advertiser can select any one media or combination of
media to advertiser his product.
7) Media scheduling: At this stage, the advertiser decides time and
frequency of inserting ad in each media. Various media scheduling
strategies can be used which includes flighting, bursting, pulsing,
steady, alternative month etc. Eg.: In bursting strategy, advertising is
undertaken heavily at initial period and normal advertising during rest
of the period. In pulsing strategy, advertiser undertakes heavy
advertisement for particular period, then limited advertising for
particular period and again heavy advertising for particular period.
8) Executing the campaign: At this stage, ad agency prepares ad
campaign as per plan. It is necessary to get pre-testing of ad campaign
done before it is run in media. Pre-testing enables to find out the
technical errors in the ad campaign which can be corrected in timely
manner. Then the ad campaign is run as per schedule. After that post-
testing of ad campaign is also done. It enables to find out whether ad
message is properly understood by the target audience and its impact
on the buying behaviour of target customers.

2.3 ADVERTISING OBJECTIVES

Before carrying out specific advertising strategies and implementing
advertising campaigns, objectives must be set. Without clearly defining
the aims of advertising, it will be hard to attain effective advertising
campaign. The advertising objectives can be:
 To increase sales and profits
 To create awareness about brand,
 To develop brand image,
 To face competition in the market
 To develop positive attitude towards brand
 To persuade customers
 To develop brand loyalty
 To remind customers about product/service
Steps in determining advertising objectives
1) Identify target audience: The advertiser must identify target audience
to convey advertising message. Advertiser can select target audience
28
 Planning Advertising
based on demographics, psychographic, sociographic, and geographic Campaign
location. Proper identification of target audience will enable to design
advertising offers that will meet requirement of customers and result
into customer satisfaction. For instance, to attract youngsters, latest
style can be shown in ad. Likewise to attract housewives some sales
promotional offers such as discounts, combo offers etc. can be shown.
2) Setting advertising objectives: At this stage advertiser needs to set
advertising objectives. The objectives can be to create awareness, to
develop brand image, to increase sales and profits etc. The objectives
can vary from advertiser to advertiser. At introduction stage of
product/service, objective can be to create awareness about new
product. At growth stage the objective can be to develop brand image
or remind about product/service. Eg. Indulekha Bringha Hair Oil was
launched recently in the market with objective of creating awareness
among target audience. Limca undertakes advertising to remind their
target audience about the product.
3) Deciding ad budget: After setting advertising objective, advertiser
needs to decide ad budget also. Advertising objective influences ad
budget. For instance, if objective is to create awareness in national and
international level, more budget is required and if awareness is to be
created in local area, less ad budget is required.
4) Designing creative strategy: The advertiser should design creative
strategy for advertising. At this stage ad agency plays an important
role. The creative team of ad agency consisting of copy writer, art
director, layout designer etc. helps to design creative ad campaign. For
instance, “Daag Achhe Hai” – Surf Excel, “Fevicol ka Majboot Jod” –
Fevicol etc. are some of the examples of creative ad campaign
strategies which has made enable them to achieve their objectives.
5) Media selection: The advertiser needs to select right media to promote
his product/service. Media selection is also affected by various factors
such as ad budget, advertising objective, competitor’s strategy, area
coverage. For instance, if advertiser wants to target housewives for his
product/service, he may select TV media. Likewise, to target office
goers, outdoor media is the best option.
6) Implementation of advertising campaign: The ad agency
implements ad campaign to achieve advertising objectives. The
campaign is implemented as area wise, period wise and media wise.
Eg., Boroplus body lotion ad is run in India (area wise) in winter
season (period wise) in various media.
7) Measuring its effectiveness: After implementing ad campaign, the
advertiser and ad agency together measure the effectiveness of ad and
whether advertising objectives which were decided, are achieved or
not. If objectives are not achieved, then reasons for the same are found
out and suitable corrective action is taken.

29
Advertising -II
2.4 DAGMAR MODEL
DAGMAR is an advertising model proposed by Russell H. Colley in
1961. DAGMAR stands for “Defining Advertising Goals for Measured
Advertising Results” He developed a model for setting advertising
objectives and measuring the results of an ad campaign.
According to DAGMAR model the ultimate objective of advertising
involves a communication task, create awareness, provide information,
and develop attitude and securing action for product from target audience.
This model suggests that there are series of steps involved through which a
brand must pass in order to get acceptance for product by target audience.
DAGMAR attempts to guide customers through ACCA model. According
to this approach, every purchase encounters four steps; Awareness,
Comprehension, Conviction, and Action.

The DAGMAR Model

AWARENESS

COMPREHENSION

CONVICTION

ACTION

1) Awareness: Before the purchase behaviour is expected from target

audience, it is necessary to make them aware about product and
company. The initial communication task of the advertising activity is
to increase awareness about product/service.
2) Comprehension: Awareness on its own is not sufficient to stimulate
purchase behaviour of target audience. Information and understanding
of product and the organization is essential. Here communication task
of advertising activity is to make customers understand the features of
product and benefits of using the product. Eg. In order to persuade
target audience to budge for Patanjali toothpaste brand, they
highlighted that it is herbal in nature and more effective. This helped
them to attract more customers.

30
 Planning Advertising
3) Conviction: At this stage sense of conviction (faith) is established. By Campaign
creating interest and preferences, customers are convinced that a
certain product should be tried at the next purchase. Here
communication task of advertising activity is to mould audience’s
belief and persuade them to buy it by conveying superiority of the
product.
4) Action: This is the final step which involves the final purchase of the
product. The objective is to motivate the customer to buy the product.
It involves some action from customers such as visiting to stores or
trying a brand for first time.

2.5 ADVERTISING BUDGET

2.5.1 Meaning
In order to face competition and increase sales of product, every company
spend lots of amount on advertising. MNCs are leading who spend billions
of rupees whereas Indian companies spend crores of rupees on advertising.
So it becomes necessary to plan this spending. Money spent on advertising
is an investment which helps not only to create awareness about the brand
but also to increase sales and profit of the advertiser.
Advertising budget refers to the amount that an advertiser sets aside for
different advertising activities. It is a detailed plan of the different amounts
that will be spent for different advertising activities for a particular period
of time.
In large organizations ad budget is prepared by ad manager in consultation
with finance manager or marketing manager. In some organizations
marketing managers prepare ad budget in coordination with their senior
authority. Many times, large companies take help of ad agency to prepare
their ad budget. Ad agency and head of advertising department of
company discuss and prepare ad budget. In small organization the owner
himself or senior officer discuss and prepare their ad budget.

2.5.2 Factors determining advertising budgets

1) Frequency of Advertising: The ad budget depends upon frequency of
advertising. Frequency of ad refers to number of times advertisement
has been shown. If frequency of ad is more, the budget has to be more
and vice-versa. Eg. Advertisement of products such as Dettol Soap,
Lizol, Airtel etc. is frequently shown on TV media so their ad budget is
obviously more.
2) Competitor: The ad budget of advertiser depends upon amount spent
by competitor on his ad campaign. For instance, we see in case of
telecommunication companies such as Vodafone, Airtel and others,
when advertisement of one particular telecommunication company
increases, other telecommunication company also spend more on their
ad campaign.

31
Advertising -II 3) Type of Media: Various media includes print media (Newspaper,
Magazine etc.), broadcasting media (TV, Radio etc.), Outdoor media
(Hoardings, Transit etc.), Digital Media and so on. Type of media
affects ad budget. Eg. TV media is costlier as compared to newspaper
and magazine media. Also there are some sites on internet where
advertiser can create his own website for promotion of his products at
free of cost or some nominal price is required to pay. Some advertisers
select multiple media for advertisement purpose then ad budget is
increased.
4) Type of Audience: If type of audience belongs to upper income group,
then advertiser needs to spend on VFX, locations, models etc. In that
case, ad budget increases. So type of audience influences allocation of
ad budget by the advertiser. Eg. In the ad of luxurious cars targeting
upper income group, lot of money is spent on VFX, model, location
etc.
5) Objective of ad campaign: The objectives of ad campaign can be to
create awareness, develop brand image, reminder about product,
develop positive attitude and so on. For instance, if the objective is to
develop brand image, then advertiser needs to increase frequency of ad
in order to fix image of product in the mind of target audience, in that
case ad budget has to be more.
Stage of Product Life Cycle (PLC): Generally, product passes through
various stages of product life cycle which includes introduction stage,
growth stage, maturity stage and finally decline stage. At introduction and
growth stage of PLC, ad budget is more to create awareness among
prospects and then create brand image in the mind of target audience. At
decline stage budget can be reduced but even if advertiser spends more on
ad campaign, it is not going to increase sales of the firm.

[Link]

32
 Planning Advertising
6) Management Philosophy: Management philosophy of any firm Campaign
influences ad budget. Some managements think that advertisement and
profit have positive correlation, in that case they spend more on
advertisement. Today also there are managers who think advertisement
does not contribute in profits of the firm, so they spend less on
advertisements. They adopt some other promotion strategies.
7) Past ad budgets: While deciding amount of ad budget, an advertiser
can take past ad budget as base. Generally, advertisers spend more as
compared to previous year’s ad budget. So past ad budgets are also
important factor to be considered while deciding current ad budget.
8) Availability of disposable funds: A disposable fund refers to those
funds which are available for spending after paying off all the
expenses. If disposable funds are more, the advertiser will allocate
more funds for ad budget and vice-versa.
9) Area Coverage: Area coverage by advertisement is also considered
while deciding ad budget. If larger area such as national or
international level advertisement is to be covered, then ad budget has
to be more. For local area, ad budget may be low.

2.5.3 Methods of preparing advertising budgets

1) Percentage of Sales Method: This is most common method used by

advertisers in preparing ad budget. In this method the advertising
budget is calculated as certain fixed percentage of the sales or
estimated sales. It is based on total amount of sales. For instance, the
total sales of ABC Pvt. Ltd. were Rs. 20, 00,000/- in previous year.
Now according to this method company decided to allocate 10% of
the last year’s sales for ad budget. So the advertisement budget for the
current year is Rs. 2,00,0,00/- (i.e. 10% of Rs. 20, 00,000/-).
2) Percentage of Profit Method: In this method, companies set their
budget at a certain percentage of their current or forecasted
33
Advertising -II profits. For instance, the profit of ABC Pvt. Ltd. is Rs.10, 00,000/- in
current year. Now according to this method company decided to
allocate 10% of this year’s profit for ad budget. So the advertisement
budget for the current year is Rs.1,00,0,00/- (i.e. 10% of
Rs.10,00,000/).
3) Unit Sale Method: This method is variation of percentage of sales
method. This method is used for consumer durable products or high
priced products. In this method, advertiser decides a specific amount
to be allocated for advertising for each unit sold. It is based on the
quantity of units sold. For instance, ABC Pvt. Ltd decided to spend
Rs. 1,000/- on advertisement for each unit of car sold. The company
sold 5000 units of cars in current year. So the advertisement budget
for current year is Rs. 50,00,000/- (i.e. Rs.1000/- per unit X 5000
units sold).
4) Competitor Parity Method: In this method the advertising budget is
estimated based on competitor’s advertisement budget allocation. It
can be either equal, more or less depending on the objectives of the
company. Though this method is easy but not appropriate. Because
situation of competition may vary with advertiser in the sense,
competitor’s objective may vary or he may have not selected proper
method of preparing ad budget.
5) Affordable Method: This is a very simple method of ad budget
allocation. After all the other expenses have been taken care of the
company then allocates the left over money for the advertisements.
This method is also called “All you can afford”. Those companies,
which follow this method, consider advertisement as expenditure.
Small businesses often use this method because of lack of knowledge
and poor understanding of the role of advertisements.

6) Arbitrary Method: This method is completely dependent on the

management’s discretion. There is no logical or systematic thinking
for ad budget allocation. The budget is decided based on the
psychological and economical buildup of the management and not on
the market requirements.
7) Past Experience and Intuitive: In this method, advertiser takes
decisions of allocating advertising budget based on their past
experience and intuition.
8) Objective and Task Method: This is the most appropriate ad budget
method for any company. It is a scientific method to set advertising
budget. The method considers company’s own environment and
requirement. Objectives and task method guides the manager to
develop his promotional budget by:
 Defining specific objectives
 Determining the task that must be performed to achieve them,
 Estimating the costs of performing the task.
34
 Planning Advertising
2.6 MEDIA OBJECTIVES Campaign

Media planners often define the communication goals of a media plan

using the three interrelated concepts of reach, gross rating points, and
frequency.
1) Reach: Reach refers to the total number of people or households
exposed, at least once, to a particular media vehicle during a given
period. Reach should not be confused with the number of people who
will actually be exposed to and consume the advertising, though. It is
just the number of people who are exposed to the medium and
therefore have an opportunity to see/hear the ad/ commercial. For
Instance, there are 10 households watching a program on Start Plus TV
channel for 4 weeks is explained with the help of following example:

Homes Total
Week
A B C D E F G H I J Exposure

1 √ √ - √ - √ √ - √ - 6

2 - √ - √ √ √ √ √ - - 6

3 √ √ - √ √ - √ - √ - 6

4 - - - √ - - √ - - - 2

Total
2 3 0 4 2 2 4 1 2 0 20
Exposure

From above example out of 10 households, 8 households watch program

on Start Plus TV channel in 1-week period of time. Only household ‘C’
and ‘J’ do not watch program on Start Plus TV channel. So the reach of
program on Star Plus channel is 80%.
2) Frequency: Frequency is the number of times that the average
household or person is exposed to the media schedule among those
persons reached in the specific period of time.

Average Frequency = Total Exposure / Reach

So as discussed in above example, average frequency is 20 / 8 = 2.5

3) Gross Rating Point (GRP): It is a measurement of audience size. It
refers to a metric that measures the size of an audience reached
through a specific media channel. It communicates the percentage of
population or households tuned into a program, compared to the
population or population of households.

GRP = Reach X Average Frequency

So as discussed in above example, GRP is 80 X 2.5 = 200
35
Advertising -II
2.7 MEDIA PLANNING
2.7.1 Meaning
Media Planning, in advertising, is a series of decisions involving the
delivery of advertising message to the targeted audience. Media Plan is the
plan that details the usage of media in an advertising campaign including
costs, running dates, markets, reach, frequency, rationales, and strategies.
An advertising agency undertakes media planning for their client. They
help to select best combination of media for advertising of products that
will reach maximum number of prospects at minimum cost. Proper media
planning enables to design effective ad campaign.

2.7.2 Process of Media Planning

1) Define Target Audience: First of all, the media planner needs to
define target audience for communicating the ad message. The
audience can be classified on the basis age, gender, income,
occupation, etc. This enables media planner to estimate the cost and
determine the right media for the ad campaign.
2) Deciding Media Objectives: The media objective is the goal of the
media plan. Media objectives stated in terms of Reach, Frequency and
Gross Rating Points (GRP).

 Reach: It refers to the total number of people or households

exposed, at least once, to a particular media vehicle during a given
period.

36
 Planning Advertising
 Frequency: It refers to the number of times that the average Campaign
household or person is exposed to the media schedule among those
persons reached in the specific period of time.

 Gross Rating Points (GRP): It refers to a metric that measures the

size of an audience reached through a specific media channel.
3) Determine Media Strategies: Media strategy is determined
considering following:

 Selecting Media Type: The media planner must select specific

media type or select a combination of media which includes
newspaper, magazines, radio, TV, internet, outdoor etc.

 Selecting Media Vehicle: The media planner must also select

specific media vehicle or combinations of media vehicle. Eg. If
Newspaper is selected as media type, the media planner has to
decide which newspaper is appropriate such as The Times of India,
Bombay Times, Mid-Day

 Allocation of funds: Media planner needs to allocate funds

depending upon media type and media vehicle.

 Media Scheduling: It shows the number of advertisements, size

of advertisements, and time on which advertisements to appear.
4) Implementation of Media Plan: At this stage, media planner
undertakes media buying. Media buying refers to booking time and
space in the selected media. Thereafter, ad is placed in selected media.
Finally, media planner monitors whether ad appears in selected media
as per schedule or not.
5) Evaluation and Follow up: Finally, the media planner needs to
evaluate and follow-up the implementation of media plan. This helps
to find out whether or not media objectives are achieved. Successful
strategies help build confidence and serve as reference for developing
media strategies in future, and failure is thoroughly analyzed to avoid
mistakes in future.

2.7.3 Factors considered while selecting media

37
Advertising -II 1) The nature of product: A product such as hair oil, toothpaste,
washing powder etc. are used by masses / every household. In such
case mass media such as print, broadcast, outdoor media etc. can be
selected. Television media can be used for products requiring
demonstration such as electronic goods. For Industrial products, print
media such as catalogue is more suitable.
2) Advertising Objectives: Objectives of advertising are the prime
considerations in media selection. Advertising objectives may be to
inform, remind, convince, create prestige, or to increase sales and
profits. Those media capable to meet company’s expectations are
likely to be selected.
3) Cost of Media and Company’s Financial Position: Media selection
decision is highly influenced by media costs and firm’s ability to pay.
Company has to pay for buying space and time in media and preparing
advertising copy fit for the media to be selected. TV, radio, films are
costly in terms of buying time and preparing advertising copy. Print
media are relatively cheaper in both space and preparation of
advertising message. Some outdoor media are quite low in cost.
4) Management Philosophy: Management philosophy determines which
media should be selected. If company’s top management philosophy is
not to spend more money for advertisement and to offer the product at
a low price, it may go for cheaper media.
5) Competitor’s Strategy: The advertiser should consider competitor’s
media selection strategy. After considering competitor’s media
strategy, advertiser can take decision about his media selection.
6) Type of Buyers: Buyers can be classified into various classes such as
age, occupation, income, gender etc. For the firm, it is important to
know whether the target groups can be exposed by the particular
medium. For instance, to target housewives, TV can be the best media.
For old age audience, newspaper can be the best media. For college
students, internet can be the best media.
7) Media Circulation/Coverage: The area covered by the media is an
important criterion. Some media are capable to cover the globe while
some can cover only the limited locality. For example, the local
newspapers cover limited areas, the national newspapers like The
Time of India and The Economic Times cover the whole nation.
Similarly, certain magazines have national and international
circulation. And, the same is true with broadcasting and outdoor
media.
8) Credibility and Image of Media: Credibility and image of a media
can affect selection decision of media. Advertising message appears in
the reputed newspapers or magazines carry heavy impression and
effect than substandard media. People don’t trust the appeal published
in the lower standard media. Prestige of media becomes the prestige of
advertiser.

38
 Planning Advertising
9) Past Experience: Company’s own past experience may be Campaign
instrumental to decide on advertising media. For example, if company
has satisfactory past experience of using a particular media, there are
more chances to use the same media again and vice versa.
10) Type of Advertising Message: If a message is simple and easily
understood, print media are sufficient. If a message is complicated, and
the company wants to demonstrate and explain, broadcasting media
suit the needs.
11) Expert Opinion: Marketing experts or consultants who work on
professional basis can be consulted to suggest an appropriate medium
to carry the message. These experts, on the basis of analysis of market
situations in relation to products to be advertised, can recommend the
suitable media. Since they have experience and expertise in the field,
they are in better position to judge the suitability of each of the media
in relation to product and company’s financial position. They charge
fees for their consultancy services.
12) Media restrictions: Products like cigarettes, wines and alcohols are
not allowed to advertise on radio and television. For such products
posters can be used in local shops.

2.7.4 Media Scheduling Strategies

1) Bursting: Under this strategy, advertising is undertaken heavily at

initial period and normal advertising during rest of the period. Eg.
Advertiser spends 50% in first month on advertising and balance 50%
is spent on remaining 11 months.
2) Pulsing: Under this strategy, advertiser undertakes heavy
advertisement for particular period, then limited advertising for
particular period and again heavy advertising and so on. Eg.
Advertiser undertakes heavy advertisement for first 4 weeks and then
limited advertisement for next 4 weeks and again heavy advertisement
for next 4 weeks.

39
Advertising -II 3) Flighting: Under this strategy, advertiser undertakes heavy
advertisement for particular period, then break in advertising for
particular period and again heavy advertising and so on. The break in
advertising is referred as hiatus. Eg. Advertiser undertakes heavy
advertisement for first 4 weeks and then no advertisement for next 4
weeks and again heavy advertisement for next 4 weeks.
4) Seasonal: Under this strategy, advertiser undertakes during season and
no advertisement as season comes to an end. This strategy is used for
seasonal products such as cloths, footwear, skin care etc. Eg.
Advertisement of Boroplus body lotion or Chyavanprash is seen in
winter season. Dermicool Prickly Heat Powder advertisement is seen
in summer season.
5) Stepping Schedule: Under this strategy, advertisement start on low
scale when season begins and gradually it increases. Here day-by-day,
number of times advertisement shown goes on increasing. It used to
attract attention of target audience towards new product.
6) Step-down Schedule: Under this strategy, advertisement starts on
large scale when season begins and gradually it decreases. Here day-
by-day, number of times advertisement shown goes on decreasing.
7) Steady / Even schedule: Under this strategy advertising is done on
steady and continuous basis. Eg. on Doordarshan every day after news
is over, advertisement of Family Planning Program is shown
8) Alternate Month: Under this strategy, advertisement is done on every
alternative month of the year.

2.8 SUMMARY
Advertising campaigns are the groups of advertising messages which are
similar in nature. They share same messages and themes placed in
different types of medias at some fixed times. In other words, it refers to
the central idea or message which is reflected in all the ads in an ad
campaign.
Advertising objectives enables to attain effective advertising campaign.
The advertising objectives can be to increase sales and profits, to create
awareness about brand, to develop brand image, to face competition in the
market, to develop positive attitude towards brand, to persuade customers,
to develop brand loyalty, to remind customers about product/service and
so on.
DAGMAR model suggests that there are series of steps involved through
which a brand must pass in order to get acceptance for product by target
audience. DAGMAR attempts to guide customers through ACCA model.
According to this approach, every purchase encounters four steps;
Awareness, Comprehension, Conviction, and Action.

40
 Planning Advertising
Advertising budget refers to the amount that an advertiser sets aside for Campaign
different advertising activities. It is a detailed plan of the different amounts
that will be spent for different advertising activities for a particular period
of time. Various factors influencing ad budget includes frequency of ad,
competitor’s ad strategy, type of media, type of audience, objective of ad
campaign, stage of product life cycle and so on. Different methods are
used for preparing ad budget which includes Percentage of Sales Method,
Percentage of Profit Method, Unit Sale Method, Competitor Parity
Method, Affordable Method, Arbitrary Method, Past Experience and
Intuitive.
Media objectives include reach, gross rating points, and frequency.
Reach refers to the total number of people or households exposed, at least
once, to a particular media vehicle during a given period. Frequency is the
number of times that the average household or person is exposed to the
media schedule among those persons reached in the specific period of
time. GRP is a measurement of audience size.
Media Planning, in advertising, is a series of decisions involving the
delivery of advertising message to the targeted audience. Media Plan is the
plan that details the usage of media in an advertising campaign including
costs, running dates, markets, reach, frequency, rationales, and strategies.
There are various factors considered while selecting media such as nature
of product, Advertising Objectives, Management Philosophy, Cost of
Media and Company’s Financial Position, Competitor’s Strategy, Type of
Buyers, Media Circulation/Coverage etc.
Various media scheduling strategies are used for running advertisement
such as Bursting, Pulsing, Flighting, Seasonal, Stepping Schedule, Step-
down Schedule, Steady / Even schedule and Alternate Month.

2.9 EXERCISE
FILL IN THE BLANKS
1) _________ refers to the central idea or message which is reflected in
all the ads in an ad campaign. (Advertising cost, Advertising
compensation, Advertising campaign)
2) _____________ is an example of advertising objective. (Create
awareness of brand, Develop brand image, Both)
3) DAGMAR advertising model was proposed by __________________
in 1961. (Russell Colley, Philip Kotler, F.W. Taylor)
4) DAGMAR advertising model involves 4 steps of purchase:
Awareness, Comprehension, Conviction and __________________
(Action, Audience, Audit)
5) ____________ refers to the amount that an advertiser sets aside for
different advertising activities. (Ad audit, Ad budget, Ad audience)

41
Advertising -II 6) In ____________ method of ad budget, the ad budget is calculated as
certain fixed percentage of the sales or estimated sales. (Competitor
Parity, Percentage of Sales, Arbitrary)
7) ________________ refers to the total number of people or households
exposed, at least once, to a particular media vehicle during a given
period. (Reach, Frequency, GRP)
8) _____________ factor is considered while selecting ad media. (Type
of buyer, Nature of product, Both)
9) Under ______________ strategy, advertising is undertaken heavily at
initial period and normal advertising during rest of the period.
(Bursting, Pulsing, Flighting)
10) Under _____________ strategy, advertiser undertakes during season
and no advertisement as season comes to an end. (Pulsing, Flighting,
Seasonal)
DEFINE/EXPLAIN THE FOLLOWING TERMS
1) Advertising objectives
2) DAGMAR Model
3) Ad budget
4) Reach
5) Frequency
6) GRP
7) Media Planning
8) Bursting
9) Flighting
10) Pulsing
ANSWER IN BRIEF
1) Explain different steps involved in planning advertising campaign.
2) Highlight different steps in determining advertising objective.
3) Write a note on DAGMAR model of advertising.
4) Discuss the various factors determining ad budget.
5) Describe the methods of setting ad budget.
6) Write a note on media objectives – Reach, Frequency and GRP.
7) What is the process involved in media planning?
8) Elaborate various factors considered while selecting media.
9) Discuss media scheduling strategies in detail.

42
 Planning Advertising
2.10 REFERENCES Campaign

 [Link]

 [Link]
planning/

 [Link]

 [Link]

 [Link]

 [Link]

 [Link]
setting-up-of-advertisement-budget-under-top-down-budgeting-
method/22291

 [Link]
advertising-budget-6-methods/48669

 [Link]

 [Link]

 [Link]

 [Link]
advertising-media-for-a-company-14-factors/48659

 [Link]
media-9-factors/49160



43
 Module III

3
FUNDAMENTALS OF CREATIVITY IN
ADVERTISING
Unit Structure :
3.0 Objectives
3.1 Introduction
3.2 Importance of Creativity in Advertising
3.3 Creative Brief
3.4 Visualization
3.5 Buying Motives
3.6 Selling Points
3.7 Appeals
3.8 Unique Selling Proposition (USP)
3.9 Endorsers
3.10 Celebrity Endorsements
3.11 High Involvement Products (HIP)
3.12 Low Involvement Products (LIP)
3.13 Summary
3.14 Exercise

3.0 OBJECTIVES
After studying the unit students will be able to:

 Analyze the importance of creativity in advertising

 Explore concept creative brief

 Understand techniques of Visualization

 Explain the buying motives and selling points

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 Fundamentals of Creativity in
 Know types of appeals and concept of Unique Selling Proposition Advertising
(USP)

 Explain types of endorsers

 Assess the advantages and limitations of celebrity endorsement

 Differentiate between High Involved Products (HIP) and Low

Involved Products (LIP)

3.1 INTRODUCTION

Most brands in the same category deliver more or less the same functional
benefits and answer the same needs of the consumers. With so many
products on the market having the same function, the only way to position
a product, service or company differently from anything else in the same
category is through creative development in advertising.
Creativity means being novel and appropriate. It is the ability to generate
fresh unique and appropriate ideas that could be used as solution to
communication problem.

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Advertising -II
3.2 IMPORTANCE OF CREATIVITY IN
ADVERTISING
Creativity is the soul of advertising. It gives life to the advertising
message. Without creativity, the advertising would become boring and
insignificant in the minds of target audience. Advertising agency
consisting of creative team of copywriters, art directors, account planner
etc. helps advertiser in developing creative advertisement.
1) Attract Attention: The creativity in the advertisement helps to attract
attention of target audience towards the product. For instance, stunts
performed in the advertisement of Pepsi, Thumps-up etc. helps to
attract the attention of youngsters.
2) Develop Brand Image: Creativity in advertisement also helps in
developing image of brand in the mind of target audience. For
instance, the advertisements of dish wash bar such as Vim and Expert
or washing powder like Rin and Tide, make use of special effects to
show how the product cleans utensils or cloths. This has helped to
create image of these products in the minds of housewives.
3) Competitive Advantage: Creativity in advertisement helps advertiser
to enjoy competitive advantage over competitors in the market. For
instance, Head & Shoulder shampoo enjoy competitive advantage over
other dandruff cleaning shampoos available in the market.
4) Increase sales: The sales of firm may increase due to creativity in
their advertisement. For instance, due to creativity in the ad, sales of
companies like Hindustan Unilever, Procter & Gambles, Nestle etc.
have increased.
5) Remember Ad: Creativity increases potentiality of remembering
advertisement as compared to other simple ads without any creativity.
For instance, we remember the ad of 5 Star Chocolate due to
characters of Ramesh and Suresh used in that ad. We also remember ad
of Fevicol due to its creativity.
6) Develop Positive Attitude: At introduction stage of product life cycle,
people may have neutral attitude towards new product. But because of
creativity in ad, a positive attitude can be developed of target
customers towards new product. For instance, within short period of
time people accepted Indulekha Bringha Oil due to creative ad of it.
7) Demonstrate Superiority of Quality: Creativity demonstrates
superiority of product quality. For instance, ‘Jab ghar ki ronak badhani
ho, diwaron ko jhag Magana ho, Nerolac…Nerolac…’ This creative
jingle demonstrates superiority of quality of Nerolac paint.

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 Fundamentals of Creativity in
3.3 CREATIVE BRIEF Advertising

3.3.1 Meaning
A creative brief is a document that explains in detail about a project to the
creative team, ad agency, or designer to design effective ad campaign. It
acts as a blueprint that guides creative team on how to best reach the ad
campaign’s stated goals.
In other words, a creative brief is a short one-two page document outlining
the strategy for a creative ad campaign. The creative brief is usually
created by the account manager in close consultation with the client.
The creative brief also serves as a document of communication between
client and agency as to the campaign objective, points of differentiation,
and media channels that will be used to reach the target audience. When
the client signs off on the brief, it gives the creative team the green light to
start the concept phase for ad development.
3.3.2 Most creative briefs include the following:
 Communication objectives
 Creative strategy
 What is the product offering?
 Market segment/ Business segment
 Identified target audiences
 Attribute/benefit/emotional connection to the brand
 Key messages
 Competitive situation
 Media strategy
 Budget
3.3.3 Need/Importance of Creative Brief
1) Understand client’s objectives: Although the primary benefit of a
creative brief is the synthesizing key information in a single place. It
will enable a more comprehensive understanding of the client’s
objective and better determine how you can work on it to achieve
them.
2) Provides Database: A strong creative brief not only include client’s
product, context and objective. It also includes client’s a vision
describing what the clients wants, requires, and needs. It is needed to
inform all stakeholders from start to finish.
3) Inspiration and confidence to employees: Creative brief being a
well-shaped and thoughtful document could help sparks ideas among

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Advertising -II employees of ad agency. It can also be helpful as a means to provide
confidence to employees who read it.
4) Provide information to all: The account manager, creative directors,
designers and copywriters are involved in the preparing the ad
campaign. Everyone is not going to be involved with every client
meeting. The creative brief is an easy way to provide information to
all. So it’s valuable to have a short, easy-to-read, single place that
accumulates all the relevant information.
5) A Reviewable and recorded document: After the ad campaign is
completed, the creative brief still maintains value. It can be useful
when working on similar projects or clients in future. It can be a
reminder of what we did before, and provide insight into what might
be needed to ensure a similar success going forward.

3.4 VISUALIZATION
3.4.1 Meaning
The term “visualization” refers to imagination of something for creation of
an idea. Creative team which includes writers, artists and production
personnel do visualize in creating an advertisement. Creative team do
visualize in suggesting the composition or the situation that dramatizes the
theme of the advertisement.
In other words, visualization is a creative imagination of idea, which is
converted into an effective advertising message. It is an ability to imagine
in mind about how the ad will look like when it is completed.

3.4.2 Techniques of Visualization

1) Association: The visualizer can visualize making association of two

different ideas in creating an advertisement that can draw attention of
the prospects. Eg. We see in the ad of ‘Thumps Up’ where stunts are
performed to get the bottle of Thumps Up. Here stunts and consuming
Thumps up, these two unrelated ideas are associated to attract
youngsters to consume Thumps up.
2) Observation: In this technique of visualization, the visualizer may
observe the behaviour of consumers in the market and accordingly
they can create an advertisement. Eg. India customers are price
sensitive, by observing this, many discounts offering ads we come
across, which are made to attract Indian customers.

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 Fundamentals of Creativity in
3) Analysis of other ads: The visualizer can observe other advertisement Advertising
shown or displayed. From there visualizer can get an idea for
advertisement.
4) Meditation: The visualizer can do meditation and focus entire
attention on advertisement. This deep concentration can enable him to
visualize for creative advertisement.
5) Discussion: The visualizer can discuss with expert or his group about
creative idea in his mind. This discussion can enable to visualizer
creative advertisement.

3.5 BUYING MOTIVES

3.5.1 Meaning and Definition
Behind every purchase there is a buying motive. It refers to the thoughts,
feelings, emotions and instincts, which arouse in the buyers a desire to
purchase a product. In other words, buying motive refers to reason why
the customer purchases the product. Eg. When person is hungry he buys
food grains or for shelter he buys house or for his habits and hobbies he
buys certain things. It means hunger, shelter, habits and hobbies are
buying motives.
Knowledge of buying motives of customers is important producers and
suppliers to know. After analyzing and evaluating buying motives, the
advertiser can develop creative advertisement.
According to Prof. D. J. Duncan, “Buying motives are those influences
or considerations which provide the impulse to buy, induce action and
determine choice in the purchase of goods and services.”

3.5.2 Types of Buying Motives

Security and
Protection Sex Appeal

Comfort and
Convenience Recreation
or Pleasure

Social Pride
and Prestige Habit

Love and Economy

Affection

1) Security and Protection: Desire for safety or security is an

important buying motive influencing many purchases. For instance,
safety lockers are bought by the people because they want to
safeguard their cash, jewelry etc., against theft. Likewise, people
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Advertising -II buy life insurance policy for safety of their lives or they buy
medicines against protection from diseases.
2) Comfort and Convenience: Desire for comfortable and convenient
living is also a buying motive. Many products are bought for the
comfort and convenience purpose. Eg. Office goers purchase two-
wheeler because it provides more comfort on the roads of Mumbai
where too much of traffic is found in peak hours. We buy air
conditioner, refrigerator, washing machine etc. at home for
comfortable life to live.
3) Social Pride and Prestige: Many buyers are proud of possessing
some products which increases their social prestige or status in the
society. Eg. Purchase of diamond, luxurious car and other expensive
things.
4) Love and Affection: Love and affection for others is one of the
stronger buying motives influencing the purchasing decisions of the
buyers. Eg. Husband may buy some electronic appliance for his
wife. A brother may buy gift for his sister on the occasion of Raksha
Bandhan.
5) Sex Appeal: Buyers buy certain products, as they want to attract
his/her opposite sex. Eg. Men or women buy perfumes, garments
etc. because of sex appeal.
6) Recreation or Pleasure: Buying motive is also affected by reaction
and pleasure purpose of a person. A person buys movie ticket or
goes to amusement parks for recreation and pleasure purpose.
7) Habit: Many people buy a particular product because they are
habitual of it. Eg. Many people consume cigarette and liquors
because of sheer habit.
8) Economy: Economy refers to savings, which affects buying motive
of consumer. Eg. People purchase products from Big Bazaar and
Amazon because goods are available at discounted rates and they
save on shopping.
9) Other Buying Motives:
 Ambition
 Fashion
 Fear
 Gain
 Curiosity
 Recommendation

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 Fundamentals of Creativity in
3.6 SELLING POINTS Advertising

The selling points are special points of product that can be used by
advertiser to convince target audience to buy the product. It helps in
creating image of product in the mind of target customers. A thorough
study of product will enable advertiser to find out selling points of the
product which can be highlighted in the advertisement to induce buyers to
buy product. Following are some of the selling points:

 Special Features of product: Eg. Lizol Disinfectant Surface Cleaner –

Kills 99.9% germs
 Price of product: Eg. Big Bazaar – Isase sasta aur acha kahi nahi
 Benefits of Product: Eg. Feviquick – Chutki me chipkaye fevikquick
 Environment Friendly Product: Eg. Syska LED lights
 Safety of using product Product: Eg. RR Cables
 Offers: Discounts, Combo Offers, Exchange Offers, Installment etc.
 Others
 After-sales-service:
 Warranty
 Age of Company

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Advertising -II  Awards of Company
 Durability of product
 Speed
 Prestige
 Installments

3.7 APPEALS
3.7.1 Meaning
Every advertisement is an appeal to target customers. The product /
service is superior to competitor and customers should buy it, this
clarification in an advertisement is an appeal. Advertising appeals are the
persuasion that stimulates a person to buy a product/service by
highlighting to an individual's needs, interests, or wants. It is designed to
create a positive image and mindset about those who use the
product/service.
In other words, an advertising appeal refers to the approach used to attract
the attention of consumers and/or to influence their feelings towards
product. It is something that moves people, speak to their wants and needs
and excites their interest.
Advertisement agencies use different types of advertising appeals to
influence the purchasing decisions of customers. They build advertising
campaign around the appeal.

3.7.2 Types of Appeals

1) Emotional Appeal: Customers’ social or psychological needs for
purchasing a product or service are targeted. They work quite well
because they reduce the price sensitivity and strengthen the brand
equity. They even continue to work well in times of economic
slowdown because of this feature. Eg. The Life Insurance. It appeals to
the emotion of people which enables them to care for people around
them.

Emotional Appeal

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 Fundamentals of Creativity in
Advertising
Comparison Appeal

Celebrity and Youth appeal

2) Rational Appeal: This type of advertising focuses on the consumer’s

practical, functional or utilitarian need for the product/service. It
emphasizes on features, benefits, reasons for owning or using a
particular product. Eg. Horlicks advertisement shows the necessity of
child to consume it in order to grow tall, strong and sharp.
3) Humor Appeal: Humor appeal type helps to grab attention of
audience. When consumers find something humorous, the consumers
watch, laugh and, most importantly, remember the ad. Eg.
Advertisement of Happy Dent, Cadbury 5 Star. etc. has used humor
appeal in their ad.
4) Youth Appeal: In this appeal young celebrities are shown using
products in such a way that the young customers feel that it connects
to them. Eg. Garnier, Pepsi, Hero Honda etc.

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Advertising -II 5) Bandwagon Appeal: This type of advertising is meant to signify that
since everybody is doing something you should be a part of the crowd
as well. Eg. McDonald appeals to its customers that they have served
millions and billions of customers. This encourages the customers to
try out McDonald products.
6) Fear Appeal: Fear is also an important factor that can have incredible
influence on individuals. The seller tries to show the negative
consequences, if the customer fails to use their products. This creates
fear in the mind of customers and persuades them to buy product. Fear
is often used in marketing campaign of beauty and health products and
also in insurance.
7) Celebrity Appeal: Popular celebrities are chosen to endorse the brand.
The public get attracted to see their favourite celebrity and tend to buy
the product. Eg. Lux Soap, Garnier etc.
8) Comparison Appeal: In this appeal a brand’s ability to satisfy
consumers is demonstrated by comparing its features to those of
competitive brands. Eg. Tide & Surf, Vim bar and Expert Bar

3.8 UNIQUE SELLING PROPOSITION (USP)

3.8.1 Meaning
Unique selling proposition is a marketing term which highlights unique
feature of a product which is different from a competitor. It is the main
positive point of a product or a service offered to its customers. It makes
product stand out in competitive market because of its specific benefit
offered which is not offered by competitor.
If all the products appear to be the same, prospective customers won’t
know which one is right for them. Unique selling proposition helps them
to differentiate among the variety products available in the market. This
concept was originated by Rosser Reeves (father of USP) in his book
‘Reality in Advertising’.

 Unique: Proposition or offer should be unique and different than

competitor

 Selling: Offer must be strong enough to attract new customers

 Proposition: Offer must provide to customers a specific benefit.

3.8.2 Some common examples of USP of products are

 Dominos: You get fresh, hot pizza delivered to your door in 30
minutes or less or it's free.
 Head & Shoulders: You get rid of dandruff
 Dove Soap: Provides deep Moisturizer for Dry Skin

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 Fundamentals of Creativity in
 Lifebuoy: provides 100% better protection from germs as compared Advertising
to ordinary soaps
 Tide: Provides good whitening and fragrance at low price

3.9 ENDORSERS
3.9.1 Meaning
Endorser refers to a person who endorses the product/service. They
provide information about the advertised product and influence the buying
decision of target audience by showing superiority of the product /
services.

3.9.2 Types of Endorsers

Celebrity Endorsement

Ordinary people or Loyal

Customer Endorsement

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Advertising -II

CEO Endorser

Cartoon / Animated
Character Endorsement

1) Celebrity endorser: Celebrities are the ones who are first identified.
Celebrities can be athletes, actors, comedians, and entertainers.
Celebrities are known faces to the public. Celebrity endorsers are
chosen for their ability to provide reference and persuade people to
buy the product. Eg. Lux soap ad by Hema Malini to Alia Bhatt.
Reebok ad by M.S. Dhoni, etc.
2) Ordinary people: Now-a-day there is an increase in the use of
ordinary people. Because of the negative effects that often arise from
the use of celebrity due to their controversies. Eg. Dove soap ad and
Vim Dishwash Bar make use of ordinary people sharing their
experience after use of product.
3) Loyal Customers: Loyal customers who uses product of company can
be used in the advertisement to share their experience with audience.
Eg. Advertisement of Colgate where a mother says ‘I use only Colgate
for my family’
4) Expert endorser. Positive reviews from experts can provide support
for sales of a product. Experts provide a rationale to consumers about
using the product. Eg. In the ad of ‘Pure-It’ – a water purifier, a doctor
advices to purchase it.
5) The CEO (or Company President): The president of the company is
a fairly rare type of advertising, since it rarely appears publicly. CEO
use of the company can produce better if the CEO is also a public
figure. The use of CEOs in an advertisement such as that done by

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 Fundamentals of Creativity in
Microsoft with Bill Gates and Apple by featuring Steve Jobs as the star Advertising
of his product ad.
6) Animated or Cartoon Character: Popular cartoon character is
selected to promote brand specially to attract children. Also some
animated characters are developed to promote the product. Eg.
Vodafone had created animated character - Zoo-Zoo, which was very
popular and remembered by public.

3.10 CELEBRITY ENROSEMENTS

3.10.1 Meaning
Celebrities are the ones who are first identified. Celebrities can be athletes,
actors, comedians, and entertainers. Celebrities are known faces to the
public. Celebrity endorsers are chosen for their ability to provide reference
and persuade others. Eg. Lux soap ad by Hema Malini to Alia Bhatt.
Reebok ad by M.S. Dhoni, etc.

3.10.2 Advantages of Celebrity Endorsement

1) Create Brand Image: Celebrity endorsement helps to create brand
image in the minds of target customers. It also improves ad recall
value, making consumers remember ad for long period of time. Eg.
Endorsement of Lux soap by actors from Hema Malini to Alia Bhatt.
Revital Tablet ad by Salman Khan.

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Advertising -II 2) Increases brand recognition: Using a well-known celebrity to
endorse a brand also attracts new target audience who may have not
previously bought the advertised product. But now they will buy
because their favourite actor or sports personality uses it. For instance,
Michael Jordan fuelled the success of Nike's Air Jordan sneakers,
which were introduced in 1985 and remain popular even today.
3) Expansion of Markets: A celebrity endorsement enables to reach out
to a different set of customers and new markets. This results into
expansion of market for advertised product.
4) Builds brand credibility: Due to attachment with their favourite
celebrities, people develop trust on the brand endorsed by them.
Endorsements by favourite celebrity also reassure customers that the
quality of a product will meet their expectations.
5) Develops brand personality: Endorsement by celebrity, even if it is
with a fictional character, can help to establish a brand personality.
That personality becomes another relationship building tool that can be
used to improve customer loyalty, message retention, and sales.
6) Recognition for new product: Use of celebrity for brand
endorsement can help in getting attention recognition for new product
in the market. For instance, When Tu Face Idibia, a popular musician
in Nigeria, endorsed Airtel (a telecommunication service provider), a
lot of people were attracted to their products and service.
7) Help to rebuild corporate image: About a decade ago, when
Cadbury India, the country's largest and most admired chocolate
major, was battling declining consumer confidence and problems
arising out of worm infestation reports in its chocolates, it came up
with probably its best PR strategy. Though a new poly-flow packaging
was soon adopted by the company, what actually helped in reinstating
the brand's emotional equity and confidence with consumers was film
star Amitabh Bachchan's endorsement of the brand. Soon, customers
realized "Kuch Khaas Hai Zindagi Mein".

3.10.3 Limitations of Celebrity Endorsement

1) Expensive: Endorsement of brand by celebrity is going to be a cost
associated with it that some businesses may not be able to afford.
Crores of rupees are charged by celebrities for endorsement of
products.
2) Multiple Endorsements: A celebrity may endorse multiple brands
within same industry. This may affect credibility of audience about the
brand. Eg. Celebrities like Amitabh Bachan and Shah Rukh Khan
endorse multiple brands which makes difficult for a person to recall all
brands endorsed by them.

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 Fundamentals of Creativity in
3) Mismatch celebrity personality and brand endorsed: There may be Advertising
mismatch between a celebrity's personality and the brand endorsed
which not only lead to the celebrity losing his credibility but also
raises questions on the brand endorsed by them. For instance, many
eyebrows were raised when Virat Kohli, endorsed a fairness cream
during the last Cricket World Cup, leading people to question as to
why a promising cricketer would endorse a fairness product.
4) Scandals: The celebrity may be involved in the scandals which may
adversely affect image of the brand which he/she endorsing. Eg. Match
fixing scandals by celebrity may have adverse effect on the demand
for product endorsed by them.
5) Controversies: Celebrities may get into controversies that can harm
image of brand they endorse. Eg. Australian former leg-spinner Shane
Warne was seen smoking a puff in a Barbados bar. This created
problems for the brand he was endorsing ‘Nicorette’ (it is a chewing
gum that helps to quite smoking).
6) Gap between Endorsement and Usage: The celebrities who endorse
the brand may not be using it. Eg. Lux advertisement showing Shah
Rukh Khan in bath tub, was not digested by audience.

3.11 HIGH INVOLVEMENT PRODUCTS (HIP)

3.11.1 Meaning
A high involvement product is a product where extensive thought process
is involved and the consumer considers a lot of variables before finally
making a purchase decision. Many times, high involvement products
involve multiple influencers who influence a buyer to buy a product. For
instance, when a person wishes to purchase a BMW car, he would involve
his family members, friends and other to take review of cars. He would
also browse on internet about features of that car. After getting all the
information he would purchase a car. Such products show personality,
standard and lifestyle of customers.

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Advertising -II

3.11.2 Features of HIP

1) High price: The high involvement products are of high price. Because
of high price, the consumer thinks multiple times before buying such
product. Eg. Purchasing house, car, expensive watches, perfumes etc.
are of higher price and so it requires higher involvement.
2) Differentiation is important: The high involvement products require
differentiation between the products. For instance, Macbook pro
V/S Dell XPS 13 are having lot of points differentiating them and
these differentiating factors are needed. These factors create enough
value to instigate the consumer in making a decision.
3) Customer perceived risk: Due to high price and higher customer
expectations from high involved products, there is a perceived risk
involved in purchase of such products. What if you purchase a product
and it does not work as per your expectations even after investing a
large amount of money?
4) Available Information / Company communications: The consumer
seeks out more information about the product before the purchase. For
instance when one want to purchase a Macbook, he would find out the
difference between a Macbook and a windows laptop. There are many
websites which enable comparison between products. Similarly, there
are many review sites which compare televisions, high end cars,
consumer appliances or anything else. These review sites give a lot of
additional information of the product, which help the consumer
in decision making. Not only websites, E-brochures, printed
brochures, E-commerce pages can all help the customer in gathering
information about the product. The more information the customer
has, the more likely he is going to purchase the product. So it is the job
of the marketing manager of an organization to ensure marketing
communications is upto mark and that the users are well informed.
5) After sales service: Many times customers don’t buy high involved
products because its after sales service is poor. Eg. A car which does
not have its spare parts available in India may not be preferred by the
customers. The better the after sales service and customer satisfaction,
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 Fundamentals of Creativity in
the more is the chance of a high involvement product being sold off Advertising
again and again.
6) Repeat purchase: Consumer may not repeat purchase of the high
involvement products in short period of time. Eg. A middle class
consumer bought a car. He would use that car at least for 10-15 years.
He would not immediately make decision of purchasing another car.

3.12 LOW INVOLVEMENT PRODUCTS (LIP)

3.12.1 Meaning
Low involvement products, as the name suggests, are products where the
consumer need not to think too much before purchasing the product. There
is not much risk involved in low involvement purchase, as a result of
which decision making is much faster. Most FMCG products can be
classified as a low involvement product.

3.12.2 Features of LIP

1) Low price: Low involvement product is generally of lower price. As
the price is lower, the consumer does not think multiple times before
making the purchase. Eg. Soap has a very less price and mostly all
soaps perform the same function. Hence, Soaps are low involvement
purchase.
2) Not much differentiation: There is no much differentiation in low
involvement products. Eg. Products like Coca Cola and Pepsi
or Bisleri and Aquafina do not have much differentiation in their
features. If Bisleri is not available, the customer will buy Aquafina or
any other mineral water brand that is available.
3) Low risk factor: As the price is lesser so there is no risk involved in
the purchase of low involved products. So a consumer does not get
heavily involved in the purchase of such a product. Eg. A consumer
will think very less while purchasing chips or chocolates.
4) Brand switching: Because there is not much differentiation and as the
risk in the purchase is minimal, there is heavy brand switching

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Advertising -II wherever Low involvement purchases are involved. Customer might
not stick to one single brand and they will keep checking out new
brands in the market.
5) Availability and distribution: Availability of the product is a major
criteria for purchase decision making. Eg. A customer wants to have
ice cream but his favorite brand is not available at the store. He will
easily buy another brand. He might not like it as much as the favourite
one, but it will be ice cream and he will enjoy it. The customer will not
wait for the availability of the branded ice cream only. Thus, the better
the distribution of a low involvement product, the more is the sale.

3.13 SUMMARY
Creativity means being novel and appropriate. It is the ability to generate
fresh unique and appropriate ideas that can be used as solution
to communication problem. The creativity in advertisement is importance
because it attracts attention of customers, develop brand image, creates
competitive advantage, helps to increase sales, remember ad, develops
positive attitude and so on.
A creative brief is a document that explains in detail about a project to the
creative team, ad agency, or designer to design effective ad campaign. It
acts as a blueprint that guides creative team on how to best reach the ad
campaign’s stated goals. It is needed to understand client’s objectives,
provides database, inspiration and confidence to employees, provide
information to all, reviewable and recorded document and so on
Visualization is a creative imagination of idea, which is converted into an
effective advertising message. It is an ability to imagine in mind about
how the ad will look like when it is completed. Various techniques of
visualization are association, observation, analysis of other ads,
meditation, discussion and so on.
Buying motive refers to reason why the customer purchases the product.
The various buying motives are security and protection, comfort and
convenience, social pride and prestige, love and affection, sex appeal,
recreation or pleasure, habit, economy, ambition, fashion, fear, gain,
curiosity, recommendation and so on.
Selling points are special points of product that can be used by advertiser
to convince target audience to buy the product. Various selling points
include special features of product, price of product, benefits of product,
environment friendly product, safety of using product, offers, after-sales-
service, warranty, age of company, awards of company and so on
Advertising appeal refers to the approach used to attract the attention of
consumers and/or to influence their feelings towards product. The
different types of appeals are emotional appeal, rational appeal, humor
appeal, youth appeal, bandwagon appeal, fear appeal, celebrity appeal,
comparison appeal and so on

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 Fundamentals of Creativity in
Unique selling proposition is a marketing term which highlights unique Advertising
feature of a product which is different from a competitor. It is the main
positive point of a product or a service offered to its customers. Eg.
Dominos: You get fresh, hot pizza delivered to your door in 30 minutes or
less or it's free. Head & Shoulders: You get rid of dandruff
Endorser refers to a person who endorses the product/service. They
provide information about the advertised product and influence the buying
decision of target audience by showing superiority of the product /
services. The different types of endorsers can be celebrity endorser,
ordinary people, loyal customers, expert endorser, CEO of company,
animated or cartoon character.
Celebrity endorsement have several advantages such as create brand
image, increases brand, recognition, expansion of markets, builds brand
credibility, develops brand personality and so on. It has some
disadvantages as well such as expensive, multiple endorsements,
mismatch celebrity personality and brand endorsed scandals &
controversies of celebrities and so on.
A high involvement product is a product where extensive thought process
is involved and the consumer considers a lot of variables before finally
making a purchase decision. Such products are high priced, shows
standard of living of consumer, requires in-depth information before
buying it and customers send lot of time and efforts before buying it.

3.14 EXERCISE
FILL IN THE BLANKS
1) Creativity in advertisement helps in _________ (Decrease sales,
develop negative attitude, develop brand image)
2) ________________ is a document that explains in detail about a
project to a creative team, ad agency, or designer to design effective ad
campaign. (Creative Brief, Creative Break, Creative Brain)
3) __________ refers to imagination of something for creation of an idea
for advertisement. (Virtualization, Visualization, Visionization)
4) ______________ is one of the techniques of visualization.
(Association, Observation, Both)
5) ______________ refers to reason why the customer purchases the
product. (buying motive, creative brief, endorsement)
6) Advertising ____________ are the persuasion that stimulates a person
to buy a product/service by highlighting to an individual's needs,
interests, or wants. (Audience, Audio, Appeal)
7) In advertising, USP stands for ________________ (Unique Selling
Proposition, Unique Selling Product, Unique Selling Price)
8) ________________ is an endorser of product/services in an
advertisement. (Loyal customer, Animated character, Both)
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Advertising -II 9) Luxurious car is an example of _______________ involvement
product. (High, Low, No)
10) Shampoo is an example of ______________ involvement product.
(High, Low, No)
DEFINE/EXPLAIN THE FOLLWING TERMS
1) Creativity in Advertisement
2) Creative Brief
3) Visualization
4) Buying Motives
5) Selling Points
6) Celebrity Endorsement
7) HIP
8) LIP
ANSWER IN BRIEF
1) Explain the importance of creativity in advertisement.
2) Write a note on Creative Brief.
3) Discuss different techniques of visualization in advertising.
4) What is buying motive Explain various buying motives in
advertisements.
5) With the help of example explain various selling points used by sellers
in advertisement.
6) What are the types of appeal in advertisement?
7) Write a note on USP.
8) Describe the various types of endorsers
9) Elaborate advantages and disadvantages of celebrity endorsement.
10) Distinguish between High Involvement Products and Low
Involvement Products
3.14 REFERENCES
[Link]
pects_are_most_accepted_four_rules_of_creativity_advertising_and_prom
otion%26b%3D34%26c%3D18
[Link]
40990347
[Link]
motives-product-buying-and-patronage-buying/22154
[Link]
terms/[Link]
64
 Fundamentals of Creativity in
[Link] Advertising
[Link]
[Link]
[Link]
briefing/
[Link]
creative-brief/
[Link]
[Link]
[Link]
&sa=N&rlz=1C1CHBD_enIN776IN776&biw=1024&bih=489&tbm=isch
&source=iu&ictx=1&fir=yA-
EwRePaz0xfM%253A%252C8zBlrUtI_4YjUM%252C_&vet=1&usg=AI
4_-kTMsHvvtfHySB-_yX8IiTJRrRTX3g&ved=2ahUKEwjE1Nian-
bhAhVVmuYKHUEuCDc4ChD1ATABegQICRAE#imgrc=yA-
EwRePaz0xfM:&vet=1
[Link]
Advertising-Appeals
[Link]
[Link]
[Link]
/Celebrity+Endorsement+Pros+And+Cons
[Link]
involvement-purchase/
[Link]
[Link]
marketing-well
Images taken from
[Link] [Link] [Link]
[Link] [Link] [Link]
[Link] [Link] [Link]
[Link] [Link] [Link]
[Link] [Link] [Link]
[Link] [Link] [Link]
[Link] [Link] [Link]



65
 Module IV

4
EXECUTION AND EVALUATION IN
ADVERTISING
Unit Structure:
4.0 Objectives
4.1 Introduction
4.2 Essentials of copywriting,
4.3 Elements of Advertising Copy
4.4 Types of Advertising Copy
4.5 Principles of Layout
4.6 Importance of Illustration
4.7 Execution styles
4.8 Importance of Jingles and Music
4.9 Concept of Storyboard
4.10 Methods of Testing Advertising Effectiveness
4.11 Summary
4.12 Exercise
4.13 References

4.0 OBJECTIVES
After studying the unit students will be able to:

 Define advertising copy and know the essentials ad copy

 Explain various elements and types of ad copy
 Discuss the importance of illustration and storyboard
 Understand the importance of jingles and music in advertisements
 Know the various techniques used to evaluate the pre and post
effectiveness of ad

4.1 INTRODUCTION
Copywriting is not just concern with writing. It is about reaching into the
hearts and minds of a marketplace through building bridges between what
company wants to market and what consumers needs.
Copywriting is an art of using words in persuasive manner which
motivates the readers/audiences to take productive action. Copywriting is
also done for the purpose of promoting the brand, spreading awareness
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 Execution and Evaluation in
about the brand. It plays a vital role in social campaign and helps Advertising
convincing the audiences on certain point of view.

4.2 ESSENTIALS OF COPYWRITING

1) To the point: Most readers are attracted towards the shorter
advertisements. Being concise is not reducing words or chopping
sentences. It is the meticulous work of eliminating and substituting the
words without jeopardizing the meaning. It cuts to the core; it is to the
point to cover all. Eg: headline “Everyday growth everyday horlicks”

2) Clarity: A clear copy is one which is easily and quickly read and
grasped by the readers. It is unambiguous and self explaining. It is
one that clicks immediately. Clarity gives clue to interpretation. The
manner in which a copy is interpreted is dependent on factors like
local traditions habits, customs, and nationality. E.g.: Fair and lovely
cream for girls and fair and handsome cream for boys.

3) Suitable: A copy is apt that matches to the needs and counts of the
prospects. Writing an apt copy is the art of putting in the words that
create strong desire to possess the product where the product features
or the qualities satisfy the consumers’ desire to possess. Copywriter is
to place himself in the position of a customer to make it appropriate.
E.g.: don’t rely on something just because it fits – Volkswagen
original parts.

4) Personal touch: Copy must contain information and facts about the
product or service but that is not the point to keep the focus on, the
focus should be on the customer and their needs, wants, desires and
their emotions towards the product which will help to sell it. A
personalized copy is centered on the prospect. It is an individualized
appeal copy. It is written from ‘prospect’ to ‘product’ rather than
‘product’ to ‘prospect’. The copy has ‘you attitude’. E.g.: The ad for
Lakme Deep Pore Cleansing begins with the headline “There’s a lot
that shows on your face”.

5) Reality: Credibility or believability of an advertisement message is

decided by the extent of honesty. An ad to be good must be truthful.
Misleading and unprofessionally presented facts made in the copy
only damage the reputation of selling house. One of the surest ways
of winning the hearts of the consumers is to be honest. ‘Honesty’,
here, implies ‘commercial honesty’ and not the ‘judicial’.

6) Conforming: Every ad copy is to conform to standards, rules, and

regulations acceptable to the advertising media. Anywhere in the
world, no copy is acceptable to any media that offends the morality,
declines decency, and damages religious susceptibilities of people.

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Advertising -II 7) Provocative: Grab the reader’s interest by presenting thought
provoking questions in headline and move them to read body copy to
get the answer. This generates the interest in minds of consumer.

8) Demonstrative: Photos or demonstration plays the vital role to grab

the attention of audiences, so use photos to demonstrate the product
or service. If a correct picture really is used it is worth a thousand
words. Maybelline generally use photographs to demonstrate the
benefits of using the product – long lasting kajal, lipsticks, smooth
skin.

9) Attractive: Using buttons, icons and arrows can help direct the
reader’s attention to important details. If organized correctly, they can
also help sort facts or messages into categories. The ad for Toyota
Qualis uses arrows to draw the readers’ attention to the unique
features of the vehicle such as integrated bumper; wood finishes
paneling, captain seats, etc. Similarly, “Pure it” brand uses the
machine to demonstrate the usage and show-case the features.

10) Its responsive: Many techniques a copywriter can use to get response
speak out for readers, tell them to respond, give them a reason to
respond offer them a bonus or freebie if they respond. Eg: This can be
done by using words like – order now, book now, order today, for a
short time only, last chance, etc. Service – ICICI Bank – Two
Wheeler Loans

4.3 ELEMENTS OF ADVERTISING COPY

1) Headlines: Headline is the top most or the very first line of the
advertisement. It must be bold and in larger font as compared to other
text of the ad. It must be catchy as it is going to capture the attraction
of the audience. If required, it can be written in different font style or
in different colour. It can be one liner or not more than 5 to 6 words.

2) Sub headlines: It is a supporting line to a headline. It can briefly

describe about headlines. Generally, its font size should be smaller
than headline but larger than the body of the advertisement. The sub
headline can be underlined or may be printed in a different font style
to make it look unique.

3) Body copy: The main portion of advertisement is the body copy as it

describes about the product. It consists of benefits that customer can
get through product, its usage, features etc. It can be printed in normal
font size as it can be of 6 to 7 lines.

4) Captions: It refers to a small write up describing the image or

picture. In print advertisement, the image of the product is shown and
a small paragraph is written describing about the product’s feature. In
short, it is a descriptive title under a photograph.

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 Execution and Evaluation in
5) Slogan: A slogan is a phrase used for advertising campaign to Advertising
generate the attraction of public. It is difficult to remember the
complete ad or body text of it, therefore, slogan helps audience to
remember the product for a longer period. Eg: McDonalds: I am lovin
it, kit kat : Have a break, have a kit kat.

6) Taglines: It is a short, memorable description that becomes identified

with a product. It is designed in a catchy and dramatic form which
can be easily remembered by the customers. Eg: Loreal – Because
you are worth it, Apple – Think different.

7) Logo: Logo refers to a image or design used by company for its

products. People may read the ad and forget it but the logo may be
retained in their mind, thus it helps a product to get a distinct image in
the market. Generally, logo appears at the bottom right of the ad. Eg:
Nike – A tick mark sign, Apple – Symbol of apple.

8) Call of action: It is a strategy or a liner which will convert the

decision of audience into an action. It is generally mention at the end
of the advertisement. It can be an offer or a discount coupon through
which customer can get the best out of it.

4.4 TYPES OF ADVERTISING COPY

Copywriting is the single most important and critical activity for the
success of the entire advertising campaign. A copywriter translates the
selling points of a client’s product or services into benefits for selected
consumers. Types of copy are as follows:
1) Scientific copy: The technical specifications of a product are
explained. The merits of the product are described in scientific terms.
It gives conviction value to the copy. Saffola – a low cholesterol
edible oil makes use of a scientific copy. Drugs and medicines also
are sold through a scientific copy. The data inspire confidence both
among the lay people and the professionals.

2) Descriptive copy: In a non – technical manner, the product attributes

are described. The copy uses direct active sentences. There are short
and concise sentences. Such types of ads are very common. Eg:
Insurance companies need to give a detailed description of schemes.

3) Narrative copy: Here a fictional story is narrated. The benefits of the

product emerge from the story. The narrative is humorous and it acts
as a strong appeal. It should make an imprint on viewer’s memory.

4) Topical copy: When the copy is integrated to a recent happening or

event, it is said to be topical copy. Many such topical copies are made
by Da Cunha for Amul Butter. Mostly political events, national
sports, world events all get extended to the advertisement copy.

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Advertising -II 5) Prestige copy: The product is not directly advertised. Only a
distinguished and favourable atmosphere is created for the sale of the
product. The copy is used to build an image. The personal power
advertisement for Vimal Shirting is an example.

6) Endorsement copy: In these copies, a product is endorsed by an

opinion leader who has a large following. The choice of the opinion
leader depends on the product. Mostly celebrities are chosen to
promote televisions, coffee, tyres etc. The consumers’ perception is
heightened by the celebrity endorsement of it.

7) Wordless advertisement: Wordless advertising is an example of non

verbal communication and are pictorially oriented. Air India perhaps
has the greatest number of master pieces to its credit in this genre
through its bill board projections starting from the early fifties.

8) Eye candy: Ads carry impressive visuals with a single line of throw
away copy. Visual oriented work is branded as eye candy by the
Americans. In a multi – lingual and multi cultural market, visuals are
well suited to convey the message. Instead of writing ‘no smoking’ it
is better to have a visual that conveys the same message.

9) Interactive ads: Interactive ads are associated with on – line internet

ads. Interactive communication engages a consumer, and spends more
time with it. Volkswagen Polo car is positioned as small but tough
car. Its campaign featured a series of very small but tough crossword
puzzles. The reader stayed with the ad till he cracked it.

4.5 PRINCIPLES OF LAYOUT

4.5.1 Meaning
Layout may be defined as the format in which the various elements of the
advertisement are combined. It should not be confused with the
visualization though. Its function is to assemble the different parts of
advertisements- illustrations, headlines, body text, the advertisers
signature, and perhaps borders and other graphic materials- into a unified
presentation of the sales message.

4.5.2 Principles of good layout are as follows:

1) Balance: Balance, of considerable importance in a layout, involves
artistically combining the various sizes and shapes that make up an
advertisement. Essentially, there are two forms of balance:

 Formal or symmetrical
 Informal or asymmetrical
2) Movement: If a print advertisement is to get the reader’s eye to
“move” through it, the layout should provide for gaze motion or
structural motion.
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 Execution and Evaluation in
3) Unity: Unity in layout refers to keeping the elements of the Advertising
advertisement together so that the advertisement does not “fall apart”.
4) Clarity and Simplicity: Although, it is important to make a layout
interesting, care must be taken to see that it remains simple enough so
as not to lose its clarity and simplicity.
5) Emphasis: A good layout should make the advertisement as a whole
prominent and also emphasize certain important elements. It can be
done so by following some of the following techniques.
4.5.3 Stages of layout:
1) Thumbnail Sketches: They are miniature sketches that are used by
the art directors to convey the basic layout style and treatment without
spelling out small details.
2) Rough Layout: Rough layouts or visuals, are prepared for almost all
advertisements. They are the same size as the finished advertisements
except for outdoor posters.
3) Finished Layouts: The next stage is the preparation of the finished
layout, which is worked more carefully than the rough layout. They
suggest in considerable detail the style of the illustration and headlines
and therefore serve as a guide to artist and typographer.
4) Comprehensive Layouts: A comprehensive layout is prepared for a
client when they are unable to judge the effect of the finished
advertisements by looking at the finished layout. These layouts come
very close to resembling the finished advertisements.
5) Working Layouts: Working layouts are not really layouts, but rather
a sort of “blueprint” for production, indicating the exact position of the
various elements and appropriate instructions for the typographer and
engraver. They are also known as “mechanicals”.

4.6 IMPORTANCE OF ILLUSTRATIONS

4.6.1 Meaning
Illustration consists of photographs, drawings, graphs, charts, painting,
and other pictorial devices. Markets may use illustrations to gain
attentions, comprehension, attitude change and behaviour change.
Illustrations then are of major value in conveying the theme. Drawings,
photos or cartoons with headlines attract the attention of prospects. They
can tell a story, make a point quickly and clearly or prove a claim.

4.6.2 Methods of illustration are as follows

1) Symbolic illustrations.
2) Comparison and contrast illustrations
3) Product in use illustrations
4) Result of the product’s – use illustrations
5)Product – Alone Illustration

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Advertising -II “Before and after” photographs are an example of this. Art directors are
always debating illustration strategies. Food products attractively
presented make our mouths water, and textiles spread over the entire page
stimulate our desire to own the material. Here the illustration occupies a
larger space than the other elements. Photographic ideas are worth more.
Photography gives authenticity in terms of news. Food and celebrities are
almost always photographed.

4.6.3 Importance of Illustration in advertisement

1. They are more effective than words.
2. They support the copy
3. They are demonstrative
4. They can make us understand technical details.
5. They evoke moods.
6. Colour photographs give high fidelity to the products.

4.7 EXCUTION STYLES

4.7.1 Meaning
Execution styles refers to the manner in which advertising message is
presented to the customers. The impact of message is majority dependent
upon how the message is presented in front of the audience.
4.7.2 Execution Styles
Following are the various execution styles adopted to convey messages.
1) Straight Sell: In this style message focuses upon the product and its
attributes that will motivate consumers to purchase. It believes in
straight forward presentation without exaggerating.
2) Scientific Message: In this message, an advertiser tries to prove
scientifically how their product is better than competitors’ product. It
is applicable to those products where the competition is high. Eg:- The
“Ghadi detergent” shows how it is tested in laboratory.
3) Demonstration: It illustrates the main advantage of the product by
showing it in actual use or in some situation. This style is more
effective as a live demonstration can be seen and it helps to achieve
the trust in the mind of consumers.
4) Testimonials: Many advertisers present their marketing
communication message in the form as the testimonial whereby a ex-
consumer, person, etc. speak on behalf of the product based on their
experience. To make it more effective a celebrity can also be involved
in it.
5) Animated Character: This technique uses animated character that
represents the product in ads. Eg:- ZooZoos were the animated
character introduced by Vodafone.
6) Dramatization: It uses the problem-solution approach as they show
how the advertised brand can help resolve a problem. This execution
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 Execution and Evaluation in
style creates a suspenseful situation or scenario in the form of a short Advertising
story.
7) Comparison: This type of execution involves an indirect comparison
of a brand against a competitor. The competing products either are
explicitly named or can be precisely identified by photos, images or
trademarks.
8) Musical: Music has a long lasting impact on viewers or listeners.
Thus, music adds extra impact. Eg:- Nirma washing powder.

4.8 IMPORTANCE OF JINGLES AND MUSIC

4.8.1 Meaning
Jingles are catchy little tunes which we pick up and hum quite
unconsciously most of the times, like a refrain registered in our brain
which refuses to go away. Jingles make possible the association of
memorable phrases with the product or with the company.
A jingle with its repeat phrases has a far higher recall value than the
visuals do. The signature tunes immediately conjure up their products. The
music catches the attention of children and teenagers. It is important to
know the target audience while composing a jingle. It is difficult to make a
commercial jingle which appeals across audiences and audience segments.
The mood briefs are generally given to the jingle singer by the Agency.
They tell whether a tune should be ‘peppy’ or ‘romantic’ or ‘joyous’. They
also give a profile of the target audience.
Jingle composing singing and making it work for the product is a highly
creative art. Jingle composing involves co-ordination with client,
composer, musician, singer etc. Some brands like Titans, Airtel and
Raymond have stuck to signature tunes rather than jingles to retain a
continuity of association.
It is difficult to imagine an Indian ad without a jingle. The music lingers
with audience for long. With an output of 1000 ad films for television and
several hundred radio spots, Mumbai remains the centre of the jingle bells.

Product Jingle
Zandu balm Zandu balm, zandu balm, peeda haari balm, sardi sardat
peeda ko pal mein door kare zandu balm…zandu balm.
Nerolac Jab ghar ki raunak badani ho diwaron ko jab sajana ho
“. jab ghar ki raunak badani ho Nerolac
Lijjat papad Kurrum, Kuraam, Majedar, Lajjatdar, Saat Swad Mein
Lijjat, Lijjat Pappad

4.8.2 Music in Advertising

The music appeal can be widely used for most of the product or service
type. The Music Appeal is especially useful when advertiser want to make
the product or service seem lively or exciting and want to integrate a jingle
or song that will make audience feel happy and upbeat.

73
Advertising -II The music appeal works best when they make the advertisement almost
entirely focused on the music, with the product or service. They are
advertising as background information. The goal is to get the audience to
remember it later, even if they’re not necessarily paying close attention to
the product while watching or listening to the advertisements. Keep music
upbeat and memorable. While many advertisements include music and
sounds as background information, when advertiser use the Music Appeal,
to make the music front and center of the ad, appealing to the target
audience’s tastes in music and feel-good rhythms.
4.8.3 Importance of Jingles and Music in advertisement
1) It enables to remember advertisement for long period of time.
2) It easily attracts attention of audience towards ad message.
3) It helps to create brand image in the minds of target audience.
4) It makes ad more entertaining so that audience can pay attention
towards it.
5) It can help to differentiate brand from competitor.

4.9 CONCEPT OF STORYBOARD

4.9.1 Meaning
“Storyboards are visual organizers, typically A series of illustrations
displayed in sequence for the purpose of pre-visualizing a video web
based training, or interactive media sequence.” Making a storyboard
involves careful planning on how the scenes will be filmed. Without a
storyboard, shooting a television commercial or movie will be a hard task
to do.
Creating a storyboard is a vital step in any video production, commercial
shoot, television ad, and in films. Without a storyboard, directors and
producers will not be able to visualize what they want to show when the
camera starts rolling.

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 Execution and Evaluation in
4.10 METHODS OF TESTING ADVERTISING Advertising
EFFECTIVENESS
Every firm spends a good amount of money on preparing advertisement
and hence it is essential to test and understand the effectiveness of
advertisement from the consumer’s point of view. There is a possibility
that advertisers try to show positive side of the product but the same is not
conveyed to consumers. Therefore, while testing the ad it clarifies the
attitude, perception and outlook of the consumers towards product.

A. PRE-TESTING METHOD: It refers to testing the potentiality of a

message or copy before printing or broadcasting. It is useful because
the concepts in advertising may appear to be simple and effective to
the advertiser or ad agency. It may be difficult and confusing from the
layman’s point of view. All the elements of advertising copy require
careful pre testing to see that matter it intends to be conveyed has
been actually conveyed or not.

The various pre-testing methods of advertising are as follows:

1) Checklist method: It is the oldest and easiest methods to check the
effectiveness of advertise. The researcher put downs the common
items that are found in advertisement and then the research has to tick
the item which is covered in the advertisement. They can put the items
like:

75
Advertising -II  Price of the product
 Is the usage easy to understand?
 Does it convey the benefits?
 Interest factor is highlighted

2) Questionnaire method: In this method, a set of questions are

prepared with respect to the advertisement. After showing the ad to the
group of target audience, they are asked to fill up the questionnaire.
The questionnaire is analysed and interpreted to know the
effectiveness of advertise.

3) Sales area test: Under this method, the different ad campaign is

conduct at different cities. The impact of the campaign is evaluated in
terms of comparing the actual sales in different markets. The market
having highest sales is considered to be the effective ad campaign.

Ad campaign A Mumbai 60% More effective

Ad campaign B Pune 40% Less effective

4) Opinion test: In this method, consumers act like judge and thus,
several ads are shown to a group of consumers. After, viewing all the
ads, consumers need to rate these ads. This method, can be done in two
ways, they are as follows:

a) Order of merit rating: A group of respondents are shown 5 to 6 ads

and they are asked to rate the ad as per their liking:
Respondent Respondent Respondent Respondent Respondent
1 2 3 4 5
Advertise 1 2 5 4 3 2
Advertise 2 3 2 1 1 3
Advertise 3 1 1 3 2 1
Advertise 4 4 4 2 4 5
Advertise 5 5 3 5 5 4

In above case, advertise 3 has been ranked 1 by three respondent hence

this advertise is considered as most effective among other advertise.
b) Paired comparison: In this method, respondent is shown 2 ads at a
time and respondent is asked to select one. Such other combinations
are made again with other ad campaign and thus effective
advertisement can be selected.

Ad campaign 1
Ad campaign 2 Ad campaign 2
Ad campaign 3
Ad campaign 4 Ad campaign 4
Ad campaign 2
Ad campaign 4 Ad campaign 2

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 Execution and Evaluation in
5) Inquiry test: Several advertisement is being put up either in Advertising
newspaper and magazine. It is noted that what kind of inquires are
been raised by viewers. These inquiry tests are used extensively to test
copy appeals, copies, illustrations, offers and other components. The
advertisement which has maximum enquiries is considered as the best
one.

6) Mechanical test
a)Eye Movement Camera: It measures how the eyes move over the
layout of test ads. The route taken by the eye and also the pauses
are noted so that the areas of interest and attention can be judged.
b) Galvanometer: It measures skin responses to ad stimuli like
perspiration by gland activity through palm. More perspiration
decreases the resistance and faster current passes. The tension is
generated. The greater it is, the more effective the ad is. The
technique is of limited use for ads of a very sensitive nature.
c) Reaction test: The potential effect of an advertisement is measured
with the help of certain instruments, like measure heartbeats, blood
pressure, pupil dilution etc. Their reaction reveals the
psychological or nervous effects of advertising.

 Objectives of Pre-Testing Method

1) To find the errors in the advertising copy.
2) To know the effectiveness of advertisement.
3) To find out whether the central idea is expressed well or not.
4) To understand whether the message is conveyed to the right audience
or not.
5) To reduce wastages in advertising.
6) To avoid costly mistakes at a later stage.
B. POST-TESTING METODS: These tests are conducted after running
the ad campaign. The basic purpose of post-testing is to provide an
insight into the performance of ad campaigns & draw some
conclusions from it about the future conducting of advertisements. The
various post-testing methods of advertising are as follows:
1) Split run test: It is a technique that makes possible testing of
two or more ads in the same position, publication, issued with a
guarantee of each and reaching a comparable group of readers. It
is an improvement over the inquiry test in that the ad copy is
split into elements like appeal layout headline and so on.

2) Recognition test: It determines the readership of the

advertisement in the newspaper and journals. This test is
conducted by personal interviews with readers and magazine or
newspaper. The interviewers locate the readers of the particular
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Advertising -II issue of the magazine in question. They then go through the
magazine page by page with the respondent indicating those
advertising elements which reader recognizes having read.

3) Recall test: In this test a group of respondents who have seen

the newspaper or magazine where the advertisement had
appeared is selected. A few questions are asked in order to verify
the respondent has gone through the advertisement.

4) Sales area test method: In order to find out the effectiveness of

the ad campaign, the increase in sales in both the cities will be
collected & studied. The increase in sales of a product will
indicate the success of the campaign. In case there is decline in
the sales or if the sales do not increase, it indicates that the
campaign has failed.

5) Psychological test: The whole process of advertising is

psychological in nature. Therefore, it is necessary to conduct
some psychological test like.

a) Attitude test: A group of consumers are exposed to sample

advertising messages either oral or printed. The interviewer
than asks series of questions to understand the attitude of
consumers towards advertisement.

b) Test of readability: It is a technique, by means of series of

penetrating questions and by other techniques developed by
psychologists, the ease of readability.
c) Intend to buy test: The readers or viewers of the
advertisement are asked about their intention to buy. For
positive responses further investigations are done to find the
strong influences in the advertisement because of which they
decide to buy.

 Objectives of Post-Testing Method

1) To find out whether the advertisements were informative.
2) To evaluate whether the advertising objectives are accomplished.
3) To know the testimonial used in the advertisement is credible.
4) To identify whether the consumers recall the brand name and the
message given in the advertisement.
5) To understand the impact of ad on the buying behavior.

4.11 SUMMARY
This module enables you to understand concept of advertising copy.
Copywriting is an art of using words in persuasive manner which
motivates the readers/audiences to take productive action. It explains

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 Execution and Evaluation in
about essentials of copy writing, different elements of ad copy and types Advertising
of ad copy.
Further this module enables to know the execution styles of ad as well as
importance of jingle and music in the advertisement. Concept of
storyboard is also discussed here.
Finally, this module elaborates various pre-testing methods of advertising
effectiveness before publishing or releasing of advertisement. This enables
to find out errors in the advertisements which can be timely corrected. It
also elaborates various post-testing methods of advertising effectiveness
after publishing or releasing of advertisement. This enables to find out
whether the ad message reached to target audience or not and accordingly
improvisation can be done in the future advertisements.

4.12 EXERCISE
State whether the following statements are True OR False
1. Advertising copy refers to the textual element in the ad.
2. Logo acts as a corporate signature.
3. Layout means arranging the elements of an ad.
4. Storyboards are used in television ads.
5. Pre-testing helps in finding out any grammatical and conceptual error
in advertising copy.
6. Pre-testing of advertising campaigns undertaken before launching of
advertising campaign.
7. Informal balance is one where the elements of the ad are placed at
random.
8. Logo is used to sum up the advertising message.
9. Institutional copy highlights the products manufactured by the
company.
10. Jingles are used in print ads.
11. Recall test is a pre-testing method of testing advertising effectiveness.
12. Every ad must have a headline.
(1 to 7 are True and 8 to 12 are False)

DEFINE/EXPLAIN THE FOLLWING TERMS

1) Advertising Copy
2) Illustration
3) Layout
4) Jingles
5) Pre-testing of advertising effectiveness
6) Post-testing of advertising effectiveness
ANSWER IN BRIEF
1. Explain the term ad copy. What are the essentials of copywriting?
2. Write a note on jingles and music in advertising.
3. Describe the concept of story board in detail.
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Advertising -II 4. What are the principles of layout in advertising?
5. Explain different pre-testing methods of evaluation of advertising.
6. Explain different post-testing methods of evaluation of advertising.
4.13 REFERENCES
[Link]
[Link]?category=1&mid=81&keyword=Innovation
[Link]
test-and-post-test-of-advertising-copy-notes-business-
administration/53273/
[Link]
ournalCode=rina20
[Link]
tutorial-348/[Link]

Books
[Link], 1997, Foundation of advertising theory and practice,
Himalaya Publishing House.
John Wilmshurst and Adrian Mackay, 1973, Fundamentals of advertising,
Taylor & Francis Group Publisher.
William Wells and John Burnett, 1926, 7th edition, Advertising principles
and practice, Pearson.

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