Module 1 (Introduction to Marketing)

 Marketing is the process of exploring, creating, and delivering value to meet

the needs of a target market in terms of goods and services.
 The process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational objectives.
 Marketing Communication involves all activities concerned with effectively
communicating product information to selected target audience (TA)

Advertising
• Advertising is a marketing tactic involving paying for space to promote a
product, service, or cause. It intends to persuade people to buy that in a specific
way.
• Advertising management is a planned managerial process designed to oversee
and control the various advertising activities involved in a program.
• 6M’S OF ADVERTISING
Understanding the Objectives of the advertisement (MISSION)
Defining the Target Audience (MARKET)
Understanding the Budget (MONEY)
Understanding the Message (MESSAGE)
The Media used for putting the advertisement (MEDIA)
Seeing whether the advertisement was Effective (MEASUREMENT)

Above the Line - Above the Line marketing or ATL advertising consists of
advertising activities that are largely non-targeted and have a wide reach. ATL
communication is done to build the brand and inform the customers about the product.
Prominent Examples of ATL- Electronic medium-(TV, Radio Advertisements),Print
Medium-(Newspaper, Magazines),Transit medium(Modes of Transport),Outdoor
medium (Hoardings, Billboards, Flexis)

Below The Line - Below-the-line marketing or BTL advertising consists of very

specific, memorable and direct advertising activities focused on targeted groups of
consumers. Often known as direct marketing strategies, below the line strategies
focus more on conversions than on building the brand.
EG - Direct Mail Marketing, Sponsorship
Through the Line - Through the Line marketing or TTL advertising involves the use
of both ATL & BTL marketing strategies. The recent consumer trend in the market
requires the integration of both ATL & BTL strategies for better results.
EG - Digital Marketing (Search engines, PPC, Content Marketing, Social media,
Email marketing, Mobile apps, Text messaging, Web-based advertising)

Sales Promotion
A sales promotion is a marketing strategy in which a business uses a temporary
campaign or offer to increase interest or demand in its product or service.
Methods Of Consumer Sales Promotion: -
• Free Sampling
• Offer of Price discounts/price deals
• Money back and Rebates
• Free-standing insert (FSI) – A coupon booklet is inserted into the local
newspaper for delivery
• Gift Coupons or cash back coupons
• Mobile couponing
• Loyal customers Reward Points

Personal selling
Personal selling is a face-to-face selling technique by which a salesperson uses his or
her interpersonal skills to persuade a customer in buying a particular product.
• Transactional selling- Negotiation strategy that focuses solely on making a
sale.
• Solution selling- A sales approach that focuses on your customers' needs and
pain points, and provides products and services that address the underlying
business problems.
• Consultative selling-a sales approach where reps act more like advisers than
salespeople.
 • Provocative selling-Proactive selling is a sales approach that actively identifies
your prospects' questions, pinpoints their problems, figures out their needs, and
provides the necessary answers and solutions without waiting for the prospects
to ask first
• Relationship Selling- a technique that prioritizes building a connection with
customers and potential buyers to close sales.

Direct marketing is a form of communicating an offer, where organizations

communicate directly to a pre-selected customer and supply a method for a direct
response
Non-personal communication by third-party sources regarding an organization’s
products and activities solicited by company indirectly, without paying for it is known
as Publicity.
It Is used by the company solely to attract attention by creating newsworthy
information

Public relations (PR) is the set of techniques and strategies related to managing how
information about an individual or company is disseminated to the public, and
especially the media. Its primary goals are to disseminate important company news or
events, maintain a brand image, and put a positive spin on negative events to minimize
their fallout.

IMC Planning Process

1)-Review of Marketing Plan: A marketing plan is a written document describing the
overall marketing strategy and programme developed for the organization, a particular
product line or a brand.
2)- Situational Analysis:
Internal analysis:
 Changes in target markets to be attracted/new segments needing changes in
target audience in communication?
• Changes in positioning /repositioning needed to be communicated?
• Changes in marketing mix that need to be communicated?
External analysis:
 • Changes in environment needing change in communication?
• Changes in consumer behavior needing change in communication strategies?
• Changes in competitive situation needing change in communication?

3)-Analysis of Communication Process-This stage involves to know how the

company can effectively communicate with consumers in its target market. It involves
the communication decision regarding the use of various sources, messages and
channel factors.
4)-Budget Determination-Budget determination procedure involves selecting the
various budgeting approaches (Competitive parity, Percentage of sales, Top-down
approach, etc) and integrating them. At this stage, the budget is often tentative. It may
not be finalized until specific promotional mix strategies are developed.
5)-Developing the Integrated Marketing Communications Programme-
a)-At this stage, decisions are made regarding the role and importance of each element
and their coordination with one another.
b)-Each promotional mix element has its own set of objectives and a budget and
strategy for meeting them.
c)-Media strategy involves determining which communications channels will be used
to deliver the advertising message to the target audience.
d)-Decisions must be made regarding which types of media will be used

6)-Integrate and Implement Marketing Communication Strategies- Once the

message and media strategies have been determined, steps must be taken to implement
them. Most large companies hire advertising agencies to plan and produce their
messages and to evaluate and purchase the media that will carry their advertisement.

7)-Monitoring, Evaluation, and Control-

 To determine how well the promotional program is meeting communications
objectives and helping the firm accomplish its overall marketing goals and
objectives.
• The promotional planner wants to know not only how well the promotional
program is doing but also why.
 • to provide managers with continual feedback concerning the effectiveness of
the promotional program, which in turn can be used as input into the planning
process.

AUDIENCE TOUCHPOINT
A touchpoint is any time a potential customer or consumer comes in contact with the
brand–before, during, or after they purchase from the marketer.
• Company created touch points: are planned marketing communication
messages created by co such as Advertising, websites, brochures, etc.
• Intrinsic touch points: interactions that occur with the co/brand during buying
or using. E.g. interactions with retail sales or CSR, product use
• Unexpected touch points: Are unanticipated references or information about a
company or a brand that a company or prospect receives beyond org control.
E.g. WOM
• Customer initiated touch points: occur when the customer contacts the
company. E.g. call center, website, email

MOMENT OF TRUTH
Moment of truth in marketing, is the moment when a customer/user interacts with a
brand, product or service to form or change an impression about that particular brand,
product or service.
• First moment of truth (FMOT): When a customer is first confronted with the
product, taking place either offline or online. It occurs within the first 3-7
seconds of a consumer encountering the product and it is during this time that
marketers have the capability of turning a browser into a buyer. [Procter &
Gamble describe the first moment of truth as the "moment a consumer chooses
a product over the other competitors’ offerings".
• Second moment of truth (SMOT): When a customer purchases a product and
experiences its quality as per the promise of the brand. There can be multiple
second moments of truth for every time the product is consumed
(used), providing the consumer with information for future purchases and for
sharing their experience with the product/service.
• Third moment of truth (TMOT): When consumers give feedback or reactions
towards a brand, product or service, i.e., consumer becomes brand advocate
and gives back via word of mouth or social media publishing.
 • Zero moment of truth (ZMOT) is a term coined by Google in 2011, it refers
to the research which is conducted online about a product or service before
taking any action, i.e., searching for mobile reviews before making a purchase.
The Internet has changed altogether the way consumers are interacting with
brands, products or services. This online decision-making moment is termed as
ZMOT. According to research conducted by Google, 88% of US customers are
researching online before actually buying the product.
• The less than Zero Moment of truth (<ZMOT) is a term started by
Eventricity Ltd in 2014, referring to the time between an Event in a Customer's
life happening and the point at which they decide to research a purchase
(ZMOT)

HIERARCHY OF EFFECTS MODEL

The hierarchy of effects is a theory that discusses the impact of advertising on
customers’ decision-making on purchasing certain products and brands.
1. Awareness-Gaining consumer awareness is the starting point of the entire process.
For example, if a consumer intends to purchase a smartphone, the marketing team of a
phone brand must make that potential consumer aware of the brand’s existence
through its advertising. At the awareness stage, the consumer notices the brand but
with very limited knowledge about it.
2. Knowledge-After being aware of a brand, the consumer will start to evaluate
whether the product under the particular brand can meet his/her needs and how it is
compared to other products and brands. It is essential to ensure that sufficient
information is available to consumers for them to know the brand well so that they can
move to the next stage.
[Link]-At the liking stage, the process moves from cognitive to affective behavior.
A brand brings emotional comforts to consumers, and consumers form positive
perspectives on the brand. For example, the smartphone consumer might like the
good-looking design or find the HD camera of a phone more appealing as compared to
other attributes of the phone.
4. Preference-Although there are features that consumers like about a brand, they
might also appreciate certain characteristics of other brands. At the preference stage,
the brand needs to differentiate itself from other products and gain consumer
preference over its competitors.
5. Conviction-Conviction is the decision-making stage where the consumers’ positive
feelings of a brand convert to the certainty of buying. Consumers settle their doubts
and stop moving back and forth between brands at this point.
6. Purchase-Purchase is the final stage of the hierarchy where consumers make the
action to purchase.

AIDA THEORY/MODEL OF ADVERTISING

The AIDA Model, which stands for Attention, Interest, Desire, and Action model, is
an advertising effect model that identifies the stages that an individual goes through
during the process of purchasing a product or service.
AWARENESS-In the first stage, a consumer comes across the Brand. This can be
through an advertisement or word-of-mouth or a kiosk displaying products and more
popularly these days, through sponsored content.
Thus, a brand can gain the attention of consumers through captivating ads and
personalized messaging.

Interest- Undoubtedly, the most crucial of the stages. If the consumer feels the
product has no meaning for him or if he does not find it captivating enough, he will
never reach the purchase stage. So it is important to deliver your product message in a
customized and crisp way that suits the profile of the intended audience.
Desire-It is not enough to generate interest. A keen liking for how a brand presents
itself may be highly appreciated, but may not necessarily convert in sales. Interest and
Desire can be achieved simultaneously. So immediately after interest is generated, it is
important to convey to the audience why they need it. If a customer might not actually
NEED that product, the brand can try to create the WANT for it.
Action-Finally, when the consumer has had a positive disposition towards the brand,
he/she will be willing to try it or buy it. At this stage, schemes like early-bird
discounts, free trials, one-on-one offers, referral systems, etc. can give that one final
push to the consumer to go ahead and buy it.

DAGMAR APPROACH
DAGMAR is a marketing expression that stands for “Defining Advertising Goals
for Measured Advertising Results”.
Objectives
1. Awareness-Awareness is a prime aspect of creating a positive impression in
customers’ minds. Before buying a product, the customer should know the brand, new
product launch, and new offers.
2. Comprehension-Awareness alone cannot result in effective advertisement results.
The company needs to comprehend (detail) the product information. Additionally, it
needs to supply relevant information about the product features
3. Conviction- Here, the customers will decide whether they should buy the product
or not. They often make choices through comparison with similar products. Then, if
the customer finds the product interesting and worthy, they might try it. At this stage,
the advertisement tries to convey its message to the target audience.
4. Action-The final step is to enact the buying decision. This step motivates the
customers to buy the product.

FCB Grid
Informative (Quadrant 1): The expensive products having a high level of
importance to the consumers and requires intense thinking for decision-making, lies in
this category. The prospective buyer first learns or gathers complete information about
the product; then, he/she feels the need of buying it; and later makes the final
purchase. EX- Life insurance
Affective (Quadrant 2): The valuable products which hold an emotional attribute and
requires consumer engagement are considered to be affective products. The buyer
follows a feel, learn and do order. That is he/she first develops a connection with the
brand or the product; gains complete knowledge of it; finally buys it.
Habitual (Quadrant 3): This category of products includes everyday essentials.
Thus, the customer experiences a low involvement but analytical decision making
while purchasing these items. The buyer first obtains the product; tries it out and
determines whether it solves the purpose or not; then develops a trust in the brand. Ex-
FMCG
Satisfaction (Quadrant 4): The products whose purchase is driven by the emotions;
however, the buying decision does not require much consumer involvement, lies in
this quadrant. The consumer buys the product; feels positive or negative about the
purchase; and then learns about the product.

CATEGORIES OF TARGETING
1. Undifferentiated -Often referred to as mass marketing, the undifferentiated
strategy basically ignores the differences between market segments and treats the
entire market as a single target. Ex-IKEA, the Swedish furniture and homeware
retailer.
2. Differentiated - It’s also known as ‘segmented’ marketing and entails isolating a
number of (generally two or more) primary target segments that have the most
potential value for the company. Ex-Nike’s products are specifically manufactured and
promoted to reach distinct market segments.
3. Concentrated -Concentrated marketing is often called ‘niche marketing’, a
marketing segmentation strategy in which the firm concentrates its entire efforts and
resources on serving one segment of the market. Ex-Nirma only for less income
groups.
4. Individual and local-It is meant to cater the local needs of the employees. Ex-
Karachi Biscuits, Local Cafe’s.
Module 2 (Situation Analysis)
 The process and activities people engage in when searching for, evaluating,
selecting, purchasing, using, evaluating after use, and disposing of products and
services to satisfy needs/desires and their post purchase behavior is called
Consumer Behavior.
Factors influencing Consumer Behaviour
Cultural – Culture, Subculture. Social Class
Social – Social Groups, Reference Groups, Family, Roles and Statuses
Personal – Age and Life Cycle Stage, Occupation, Economic Circumstance,
Lifestyle, Personality
Psychological – Motivation, Perception, Learning, Memory, Beliefs and Attitude

BUYING DECISION PROCESS

PSYCHOLOGICAL PROCESS
 a ‘motive’ as ‘a need that is sufficiently pressing to direct the person to seek
satisfaction.’
 ‘perception’ as the process by which people select, organize, and interpret
information to form a meaningful picture of the world from three perceptual
processes, namely selective attention, selective distortion, and selective
retention.
 attitudes describe a person’s relatively consistent evaluations, feelings, and
tendencies toward an object or idea.
 ‘learning’ refers to the changes in an individual’s behavior arising from
experience and occurs through interplay of drives, stimuli, cues, responses, and
reinforcement.

Maslow’s Hierarchy Needs

• Selective perception occurs as:

• Selective exposure – occurs as consumers choose whether to make themselves
available to information. Also, a consumer may not be available at all places at
all times. Also, the sensory organs have their own limitation
• Selective attention – occurs when the consumer chooses whether to focus
attention on certain stimuli while excluding others.
 • Selective comprehension – occurs when consumers interpret information on
the basis of their own attitudes, beliefs, motives, and experiences.
• Selective retention – occurs as consumers cannot recall all of the information,
they receive but may choose to retain information of particular relevance.

LEARNING (C DS2lR2)
Learning- changes in an individual’s behavior arising from experience and occurs
through interplay of:
• Drives
• Stimuli
• Cues
• Responses
• Reinforcement
• A drive can be defined as ‘an innate, biologically determined urge to attain a
goal or satisfy a need.’ Drive for buying your favorite brand of instant noodles
in our example is hunger and psychological tiredness.
• Stimulus is ‘a thing that arouses activity or energy in someone or something; a
spur or incentive.’ Your main stimulus for choosing to buy the same brand of
instant noodles as always is the innate pleasure you receive by eating it.
• Stimuli can be both internal and external. While internal stimuli include thirst
and hunger, external stimuli include advertisements, offers, word-of-mouth, etc.
• Cues are the stimuli that suggest a specific way to satisfy your motivations.
Your cue to repeat purchase can be the advertisements you see on television or
the happiness you want to experience by repeating purchase.
• A response is the consumer’s reaction to a cue.
• The last factor is reinforcement. Reinforcement is ‘the reward - the pleasure,
enjoyment and benefits - that the consumer receives after buying and using a
product or service.’

Belief- a descriptive thought that a person has about something based on:
• Knowledge
• Opinion
• Faith
THE COMMUNICATION PROCESS

The person/org that has information to

Sender/source share with other person/group

Source selects the

words/symbols/visuals to represent the
Encoding message sent to receiver- encoding
Has to be understood by the receiver

Encoding leads to message formation

Message–verbal/nonverbal,oral/written/
Message symbolic, transmittable form
Content, structure design

Method by which the communication

Channel travels from source to receiver
Personal, non personal

Receiver Is the person with whom the sender

shares thought or information

Is the process of transforming the senders

Decoding
message back into thought
Influenced by receivers frame of reference
or field of experience
 Message is subject to unplanned
extraneous and internal /psychological

Noise
factors which interfere /distort with its
reception
using unfamiliar symbols, lack of common
ground, problems in transmission

The receivers set of reactions after seeing,

hearing or reading a message is known as a
Response response.
Can range from non observable actions-
storing in memory to immediate action

Types of Buying Behaviour

High Involvement Low Involvement

Significant Differences Complex buying Variety-seeking buying

behavior behavior
Between Brands
(Learn-feel-do) (Learn-do-feel )

Few Differences Dissonance-reducing Habitual buying behavior

buying behavior
Between Brands (Learn-do-feel )
( Do-feel-learn)
Module 5 (Monitoring, Evaluation and Control)
The final stage of the promotional planning process is monitoring, evaluating, and
controlling the promotional program. It is important to determine how well the
promotional program is meeting communications objectives and helping the firm
accomplish its overall marketing goals and objectives.

What to Test?
• Source Factors - An important question is whether the spokesperson being
used is effective and how the target market will respond to him or her, or a
product spokesperson may be an excellent source initially but, owing to a
variety of reasons, may lose impact over time. Negative publicity can easily
change the value of a source. The fact that so many of the companies using
Tiger Woods as a spokesperson terminated their contracts with him was based
on the expectation that the target audiences would no longer have positive
perceptions of him.
• Message Variables - Both the message and the means by which it is
communicated are bases for evaluation. A number of companies are now
attempting to determine the specific reactions that viewers have to product and
brand messages, including excitement, engagement, stress, and anxiety
responses.
• Media Strategies - (for example, broadcast versus print), subclass (newspapers
versus magazines), or specific vehicles (which newspapers or magazines)
generate the most effective results. An important factor is the vehicle option
source effect, “the differential impact that the advertising exposure will have
on the same audience member if the exposure occurs in one media option
rather than another.”
• Budgeting Decisions - A number of studies have examined the effects of
budget size on advertising effectiveness and the effects of various ad
expenditures on sales. Many companies have also attempted to determine
whether increasing their ad budget directly increases sales.

Pretests v/s Post-tests

Pretests are measures taken before the campaign is implemented; post-tests occur
after the ad or commercial has been in the field.
 A) Pre-Tests
Pretests may occur at a number of points, from as early on as idea generation to rough
execution to testing the final version before implementing it.
• Laboratory Tests - people are brought to a particular location where they are
shown ads and/or commercials. The testers either ask questions about them or
measure participants’ responses by other methods. The major advantage of the
lab setting is the control it affords the researcher.
• Field Tests - are tests of the ad or commercial under natural viewing situations,
complete with the realism of noise, distractions, and the comforts of home.
Field tests take into account the effects of repetition, program content, and even
the presence of competitive messages. The major disadvantage of field tests is
the lack of control. If a typical event/s occur during the test, they may bias the
results. Competitors may attempt to sabotage the research. And field tests
usually take more time and money to conduct.

How to Test?
This set of nine principles, called Positioning Advertising Copy Testing (PACT),
defines copy testing as research “that is undertaken when a decision is to be made
about whether advertising should run in the marketplace. Whether this stage utilizes a
single test or a combination of tests, its purpose is to aid in the judgment of specific
advertising executions.”

The Testing Process

(1) Concept Generation testing & Research
 • Another way to gather consumers’ opinions of concepts is mall intercepts,
where consumers in shopping malls are approached and asked to evaluate
rough ads and/ or copy. Rather than participating in a group discussion,
individuals assess the ads via questionnaires, rating scales, and/or rankings.

(2) Rough Art, Copy, and Commercial Testing

Because of the high cost associated with the production of an ad or commercial,
advertisers are increasingly spending more monies testing a rendering of the final ad
at early stages. Most of the tests conducted at the rough stage involve lab settings,
although some on-air field tests are also available.
Popular tests include comprehension and reaction tests and consumer juries.
Comprehension and Reaction Tests are designed to assess whether an ad conveys
the meaning intended and the reaction that ad generates.
Consumer Juries - This method uses consumers representative of the target market to
evaluate the probable success of an ad. Consumer juries may be asked to rate a
selection of layouts or copy versions presented in paste-ups on separate sheets.

(3) finished art or commercial pretesting

The process involves the testing of two versions of an advertisement or homepage to
see which will be the more effective prior to launch (A/B Testing).
Several test procedures are available for print and broadcast ads, including both
laboratory and field methodologies.
Print methods include portfolio tests, analyses of readability, and dummy advertising
vehicles.
Broadcast tests include theatre tests and on-air tests. Both print and broadcast may use
physiological measures.

Print Methods
• Portfolio Tests – Portfolio tests are a laboratory methodology designed to
expose a group of respondents to a portfolio consisting of both control and test
ads. Respondents are then asked what information they recall from the ads. The
assumption is that the ads that yield the highest recall are the most effective.
• Readability Tests - The communications efficiency of the copy in a print ad
can be tested without reader interviews. This test uses the Flesch formula,
named after its developer, Rudolph Flesch, to assess readability of the copy by
 determining the average number of syllables per 100 words. The test suggests
that copy is best comprehended when sentences are short, words are
concrete and familiar, and personal references are drawn.
• New Print Pre-Testing Measures - In an effort to improve upon the traditional
print pretest measures, a number of companies have introduced new
methodologies or improved-upon existing methods. For example, Ipsos-ASI
Next*Connect has introduced an online copy testing tool that can test ads on
digital or traditional media. Consumers are recruited to complete an online
survey where they are exposed to a variety of ad messages. The results are
compared against a control group that was not exposed to the advertising.

Broadcast Tests
• Theatre Tests - In theatre tests participants are invited to view pilots of
proposed TV programs. In some instances, the show is actually being tested,
but more commonly a standard program is used so audience responses can be
compared with normative responses established by previous viewers. Sample
sizes range from 250 to 600 participants, with 300 being most typical.
• On-air Tests - Some of the firms conducting theatre tests also insert the
commercials into actual TV programs in certain test markets. Typically, the
commercials are in finished form, although the testing of ads earlier in the
developmental process is becoming more common. This is referred to as an on-
air test.
• Psychological Measures
1) Pupil Dilation - Research in pupillometrics is designed to measure dilation and
constriction of the pupils of the eyes in response to stimuli. Pupil dilation
suggests a stronger interest in (or preference for) an ad or implies arousal or
attention-getting capabilities.
2) Galvanic Skin Response (GSR) - Also known as Electro-Dermal Response
(EDR), GSR measures the skin’s resistance or conductance to a small amount
of current passed between two electrodes. Response to a stimulus activates
sweat glands, which in turn increases the conductance of the electrical current.
Thus, GSR / EDR activity might reflect a reaction to advertising.
3) Eye Tracking - viewers are asked to view an ad while a sensor aims a beam of
infrared light at the eye. The beam follows the movement of the eye and shows
the exact spot on which the viewer is focusing, and for how long. The
continuous reading of responses demonstrates which elements of the ad are
 attracting attention, how long the viewer is focusing on them, and the sequence
in which they are being viewed.
4) Brain Waves - Alpha activity refers to the degree of brain activation.
People are in an alpha state when they are inactive, resting, or sleeping.
The theory is that a person in an alpha state is less likely to be processing
information (recall correlates negatively with alpha levels) and that attention and
processing require moving from this state.
5) Hemispheric Lateralization - distinguishes between alpha activity in the left
and right sides of the brain. advertisers could design ads to increase learning
and memory by creating stimuli to appeal to each hemisphere.

(4) Market Testing of Ads

• The fact that the ad and/or campaign has been implemented does not diminish
the need for testing.
• The pretests were conducted on smaller samples and may in some instances
have questionable merit, so the marketer must find out how the ad is doing in
the field.

(B) Post – Tests

Print Ads
a) Inquiry Tests - are designed to measure advertising effectiveness on the basis of
inquiries generated from ads appearing in various print media, often referred to as
“bingo cards”.
B) Split Run Test
• in which variations of the ad appear in different copies of the same newspaper
or magazine; and / or
• running the same ad in different media.
Each of these methods yields information on different aspects of the strategy
• The first measures the cumulative effects of the campaign;
• the second examines specific elements of the ad or variations on it.
 • The final method measures the effectiveness of the medium rather than the ad
itself.
c) Recall Tests - There are several tests to measure recall of print ads.

Broadcast Ads
a) Day-After Recall Tests (DAR) - The most popular method of post-testing
employed in the broadcasting industry for decades was the Burke Day-After Recall
test.
The major advantage of day-after recall tests is that they are field tests.
b) Persuasive Measures - Some of the services offer additional persuasion
measures, including purchase, intent, and frequency-of-purchase criteria.
c) Diagnostics - These measures are designed to garner viewers’ evaluations of
the ads, as well as how clearly the creative idea is understood and how well the
proposition is communicated.
e) Test Marketing - Many companies conduct tests designed to measure their
advertising effects in specific test markets before releasing them nationally.
The markets chosen are representative of the target market.
f) Tracking Print / Broadcasting Ads - Tracking studies have been used to
measure the effects of advertising on awareness, recall, interest, and attitudes
toward the ad and/or brand as well as purchase intentions

Advertising is regulated through:

Self-Regulation, Federal Regulation and State Regulation.
1. Self-Regulation
• Voluntary self-regulation by the advertising industry to maintain consumer trust
and confidence and limit Govt. interference.
Self-Regulation is done by
• Advertisers and Agencies
• Trade Associations
• The Better Business Bureau (BBB) – Non. Govt. Org. to enhance marketplace
trust, receive consumer complaints, rate performance & reliability of businesses.
2. Federal Regulation of Advertising
The First Amendment
• Freedom of speech or expression
• Commercial speech protected
Federal Trade Commission Act, 1914
• Created the FTC to help enforce anti-trust laws
Wheeler-Lea Amendment, 1938
Amended FTC Act to make unfair or deceptive practices unlawful

 Advertising or other sales presentations which praise the item to be sold with
subjective opinions, superlatives, or exaggerations, vaguely and generally,
stating no specific facts is known as Puffery.

 The Lanham Act - prohibits any false description or representation including

words or other symbols tending falsely to describe or represent the same.

3. State Regulation of Advertising

• In addition to federal rules and regulations, advertisers must concern
themselves with state and local laws and regulations

Advertising Standards Councils of India (ASCI)

The Council is managed by a Board of Governors consisting of 16 elected
members, constituted as follows: -
• 4 from Advertisers
• 4 from Advertising Agencies
• 4 from Media and
• 4 fromAllied Professions like outdoor contractors, audio- visual
producers/distributors, consumer researchers, printers, etc.
• The Complaints the ASCI receives are handled by Consumer Complaints
Council (CCC)
Consumer Complaints Council (CCC)
Birth and composition of CCC
• The ASCI’s Board of Governors set up a Consumer Complaints Council (CCC)
to examine complaints received by the ASCI.
The composition of the CCC is as follows:
• 9 from within the advertising industry representing advertisers, advertising
agencies, media owners and allied professions.
• 12 from society at large, consisting of eminent consumer activists,
educationists,

prominent journalists, lawyers, engineers, doctors, etc

Receiving complaints
• For public awareness’s sake, from time-to-time the Council puts out
advertisements
in newspapers - This invites them to complain to the Council.
Module 6 (Media Planning and Strategy)
Media planning is the series of decisions involved in delivering the promotional
message to the prospective purchasers and/or users of the product or brand.
The medium is the general category of available delivery systems, which includes
broadcast media (like TV and radio), print media (like newspapers and magazines),
direct mail, outdoor advertising, and other support media
The media vehicle is the specific carrier within a medium category.

Developing the Media Plan

Criteria for selecting the Media vehicles

• Reach is a measure of the number of different audience members exposed at
least once to a media vehicle in a given period of time. (Actual)
• Coverage refers to the potential audience that might receive the message
through a vehicle (Potential)
• Frequency refers to the number of times the receiver is exposed to the media
vehicle in a specified period.
• Gross Ratings Points: A summary measure that combines the program rating
and the average number of times the home is reached during this period
(frequency of exposure) is a commonly used reference point known as
Gross Ratings Points (GRPs): GRP = Reach × Frequency
• Cost per thousand (CPM). For years the magazine industry has provided cost
breakdowns on the basis of cost per thousand people reached. The formula for
this computation is
CPM = Cost of ad space (absolute cost) × 1,000
• Cost per ratings point (CPRP). The broadcast media provide a different
comparative cost figure, referred to as cost per ratings point or cost per point
(CPP), based on the following formula:
CPRP = Cost of commercial time
• Pass-along rate, estimating the number of people who read the magazine
without buying it
Media Timing
The primary objective of scheduling is to time promotional efforts so that they will
coincide with the highest potential buying times.
• Continuity refers to a continuous pattern of advertising, which may mean every
day, every week, or every month. The key is that a regular (continuous) pattern is
developed without gaps or non-advertising periods. Such strategies might be used
for advertising food products, laundry detergents, or other products consumed on
an ongoing basis without regard for seasonality.
• Flighting, employs a less regular schedule, with intermittent periods of
advertising and non-advertising. At some time periods there are heavier
promotional expenditures, and at others there may be no advertising
• Pulsing is actually a combination of the first two methods. In a pulsing strategy,
continuity is maintained, but at certain times promotional efforts are stepped up
Market Analysis and Target Market Identification

Decide which specific groups to go after

Index =Percentage of users in a demographic
To Whom Shall segment× 100
Percentage of population in the same segment
We Advertise? Percentages and product usage figures are also needed
to get an accurate picture of the market

What Internal Internal factors may involve the size of the media
budget, managerial and administrative capabilities, or
and External the organization of the agency
External factors may include the economy (the rising
Factors Are costs of media), changes in technology (the availability
of new media), competitive factors, and the like
Operating?

Relates to geographic considerations

Where to Companies often find that sales are stronger in one
area of the country or the world than another and may
Promote? allocate advertising expenditures according to the
market potential of an area

Establishing Media Objectives

• The media situation analysis should lead to determination of specific media
objectives. The media objectives are not ends in themselves. Rather, they are
designed to lead to the attainment of communications and marketing
objectives. Media objectives are the goals for the media program and should be
limited to those that can be accomplished through media strategies.
Developing and Implementing Media Strategies
A wide variety of media and media vehicles are available to advertisers. While it is
possible that only one medium and/or vehicle might be employed, it is much more
likely that a number of alternatives will be used.
Reach versus Frequency
Advertisers must decide whether to have the message be seen or heard by more people
(reach) or by fewer people more often (frequency).
How Much Reach Is Necessary?
The more people are aware, the more are likely to move to each subsequent stage.
Achieving awareness requires reach—exposing potential buyers to the message. New
brands or products need a very high level of reach, since the objective is to make all
potential buyers aware of the new entry
What Frequency Level Is Needed?
Frequency is the number of times one is exposed to the media vehicle, not necessarily
to the ad itself.

Using Gross Ratings Points

The media buyer typically uses a numerical indicator to know how many potential
audience members may be exposed to a series of commercials. A summary measure
that combines the program rating and the average number of times the home is
reached during this period (frequency of exposure
GRP = Reach × Frequency
GRPs are based on the total audience the media schedule may reach; they use a
duplicated reach estimate
Target ratings points (TRPs) refer to the number of people in the primary target
audience the media buy will reach—and the number of times.

Determining Effective Reach

Since marketers have budget constraints, they must decide whether to increase reach
at the expense of frequency or increase the frequency of exposure but to a smaller
audience.
Effective reach represents the percentage of a vehicle’s audience reached at each
effective frequency increment.
Average frequency, or the average number of times the target audience reached by a
media schedule is exposed to the vehicle over a specified period

Budget Considerations
One of the more important decisions in the development of media strategy is cost
estimating. The value of any strategy can be determined by how well it delivers the
message to the audience with the lowest cost and the least waste. We have already
explored a number of factors, such as reach, frequency, and availability that affect this
Decision
The absolute cost of the medium or vehicle is the actual total cost required to place
the message
Relative cost refers to the relationship between the price paid for advertising time or
space and the size of the audience delivered; it is used to compare media vehicles.
Relative costs are important because the manager must try to optimize audience
delivery within budget constraints.

Evaluation and Follow-Up

• In outlining the planning process, we stated that objectives are established and
strategies developed for them.
• Having implemented these strategies, marketers need to know whether or not
they were successful. Measures of effectiveness must consider two factors:
• (1) How well did these strategies achieve the media objectives?
• (2) How well did this media plan contribute to attaining the overall
marketing and communications objectives? If the strategies were
successful, they should be used in future plans. If not, their flaws should
be analyzed
Module 8 (Sources of Media Research)
Media research includes a whole range of study about the development of media, their
achievements and effects. It includes the methods used in collecting and analysing
information with regard to newspapers, magazines, radio, TV, Cinema or other mass
media.
1. Reach - expressed as a percentage, reach is the number of individuals (or
homes) to expose the product to through media scheduled over a period of time.
2. Frequency - using specific media, how many times, on average, should the
individuals in the target audience be exposed to the advertising message? It
takes an average of three or more exposures to an advertising message before
consumers take action.
3. Cost per thousand - How much will it cost to reach a thousand prospective
customers (a method used in comparing print media)? To determine a
publication's cost per thousand, also known as CPM, divide the cost of the
advertising by the publication's circulation in thousands.
4. Cost per point - how much will it cost to buy one rating point the your target
audience, a method used in comparing broadcast media. One rating point equals
1 percent of the target audience
5. Impact - does the medium in question offer full opportunities for appealing to
the appropriate senses, such as sight and hearing, in its graphic design and
production quality?
6. Selectivity - to what degree can the message be restricted to those people who
are known to be the most logical prospects?

Sources of Media
Different sources are used for research on different media vehicles. Some are private
entities while some are supported by Government.

Print Media: (PART N)

Press Audit - A press audit is a third-party review of a company's media-buying

costs. It's a performance management tool that tracks how well a company is
following its goals and principles.
This can also help advertisers determine which media channels are contributing the
most to their ROI.
Audit Bureau of Circulations (ABC) - Audit Bureau of Circulations (ABC) is an
independent non-profit auditing organization formed in 1914 whose membership is
composed of advertisers, advertising agencies, and publishers of newspapers,
magazines, and web sites that sell advertising space. Relied upon as a principal
information source by media planners, the bureau publishes annual Audit Reports that
detail the findings of its auditors as well as semi-annual Publisher’s Statements.

Readership survey - A readership survey is a market research tool that uses questions
to measure reader interest, engagement, and satisfaction. It can also be used to gather
data about the reach of print media and the characteristics of their audiences.

National Readership Survey - The NRS is a survey on all media, but especially the
print medium, conducted by the National Readership Survey Council. This body
consists of members from the INS (Indian Newspaper Society), AAAI (Advertising
Associations of India) and ABC (Audit Bureau of Circulation).
The survey is done on an all-India basis, urban as well as rural, amo-ngst individuals
who are 12 years and older. However, only towns with a population higher than two
lakhs are reported on an individual basis, smaller towns are reported on the basis of
socio-cultural regions.

TAM Media - Set up in 1998, TAM media, has been a central Intelligence Unit for
Audience behaviour, Brand and Market Insights for all TV, Print, Radio, Digital
mediums.
TAM works with Platform owners like DTH Operator, Multi-System Operator (MSO),
Digital Platform (OTT) in harnessing audience data from devices like Set-Top boxes,
Smart TVs & Mobile Apps for richer learning of Audience Consumption and
influencing Targeted Advertising across primarily Videos & Interactive Games.

Broadcast Media:
Broadcast advertising applies to commercials aired on either television or radio,
which are typically called spots. It's also known as on-air advertising,
It is considered to be above-the-line advertising.
Broadcast Audience Researching Council (BARC) - BARC INDIA set up in 2012
with the specific purpose of designing, commissioning, supervising, and owning
India’s Television Audience Measurement System. BARC INDIA is promoted by 3
apex joint industry bodies – Indian Broadcasting Foundation (IBF), Indian Society of
Advertisers (ISA), and Advertising Agency Association of India (AAAI). These 3
industrial bodies represent 3 key stakeholders in TV audience measurement –
Broadcasters, advertisers and advertising, and media agencies respectively.

Nielsen Media Research (NMR) - A company that measures media audiences,

including television, radio, theatre, films, and newspapers.
It statistically measures which programs are watched by individual segments of the
population.
The most well-known technique was the "diary method". Nielsen asked homes to
participate in filling out a diary of the programs watched in their home for a one-week
period.

RAM (radio audience measurement) –

1. Top Listeners are the audience who listen to any radio station over and above
an average Listener. One can find this out by the average time spent by the
targeted listeners.
2. Profiling is nothing but skewedness of particular listener (TG) with respect to
total listeners.
3. Daypart analysis Daypart is basically parts of the day’s minutes divided into
multiple slots of threshold minutes. In RAM we offer a threshold of 15 mins
wherein a full day can be divided into different dayparts. Daypart can also be
created by taking different hours and days in a week. By creating and analysing
different dayparts one can find out which daypart generates more listenership
thereby ensuring that the campaigns are run in those slots to attract maximum
listeners.
4. Target mixture of the audience There are several combinations with which
you can mix a Target Audience which is a combination of several age groups,
gender etc.
Target Rating Point (TRP)
• A target rating point (TRP) is a metric used in marketing and advertising to
compare target audience impressions of a campaign/show/event to the total
target audience population size.
• It is the tool that tells us which channel and the program are viewed most or it
indicates the popularity of a TV channel or a program.
TRP = (Viewership / Total Sampled Households) × 100

To calculate the TRP, people's metres tools or devices are fixed in certain locations or
placed in chosen households. A total of 1,000 viewers are questioned in this way as
part of the assessment and sampling process. These devices then help in recording the
information about the channels or programmes that family members or selected
individuals watch on a daily basis.
The second process is called the picture matching method. In this method, the
people metre records a little bit of the TV screen or picture being seen on the
Television. Pictures gathered from the residences are then used to collect the data,
which is then analysed to determine the TRPs.
The third process is the audio watermarking process. This incorporates audio
watermarks into streaming video just before uploading and broadcasting it on
television. They cannot be heard by the human ear, but they can be identified
and decoded when the video is aired
Module 9 (Media Buying and Negotiation)
• The process of media planning is focused on establishing an audience,
conducting market research, establishing a budget, and building out goals.
• The goal is to optimize ad placement for maximum impact.

• Media buying is a process used in paid marketing efforts.

• Media buying aims to secure relevant ad space at optimal times.
• Effective media buying maximizes exposure within budget constraints. Media
buyers strive for maximum audience reach at minimal cost.

Negotiation
• Negotiation in media buying involves bargaining for favorable ad placement
terms.
• Negotiations aim to secure optimal deals for clients within budget constraints.
Elements of Successful negotiation
1. Preparation:
a. Know your BATNA (Best Alternative To a Negotiated Agreement):
b. Research the other party:
c. Develop your strategy:
2. Communication:
a. Active listening:
b. Clear and concise communication:
c. Positive and respectful communication
3. Building rapport:
a. Establish common ground
b. Empathy
c. Positive body language
4. Bargaining
a. Start with an ambitious offer
b. Be flexible
c. Use silence strategically
5. Closing the deal
a. Summarize the key points:
b. Put it in writing
c. Shake hands and express appreciation

Type of Negotiations
Zero-Sum Negotiations - In these negotiations, one or both parties are not willing to
compromise on the agreement. This negotiation style strains or ruins the relationship
with the media company.
Integrative Negotiations - In integrative negotiations, both parties work together and
compromise to ensure each side is getting a good deal that is aligned with their goals.
As media buying is based in relationships, this negotiation tactic is typically the most
effective.

Win-Win Negotiation: Both parties collaborate to find mutually beneficial solutions.

This approach focuses on creating value for both the advertiser and the media outlet.

Competitive Negotiation: Parties compete to secure the best deal for themselves.
This may involve leveraging offers from multiple media outlets to negotiate lower
prices or better placement.

Collaborative Negotiation: Parties work together to solve problems and achieve

common goals. This approach emphasizes open communication, trust-building, and
creative problem-solving.

Distributive Negotiation: Parties aim to claim as much value as possible from the
negotiation. This may involve haggling over prices and terms to maximize gains for
one party while minimizing concessions for the other.

Relationship-Based Negotiation: Focuses on building and maintaining positive long-

term relationships between the advertiser and the media outlet. This approach
prioritizes trust, cooperation, and mutual respect.

Value-Based Negotiation: Parties negotiate based on the perceived value of the

advertising opportunity rather than strict pricing. This may involve considering factors
such as audience reach, engagement metrics, and brand alignment.

Principled Negotiation: Based on the principles of fairness, integrity, and problem-

solving. Parties focus on finding solutions that meet their underlying interests and
values, rather than resorting to positional bargaining.

Adversarial Negotiation: Parties take an aggressive or confrontational approach,

seeking to gain advantage over the other party. This may involve tactics such as
bluffing, threats, or ultimatums.
Factors to Consider when Negotiating Media Buys
1. Programmatic/Direct Buy
Programmatic advertising describes a media buying process that relies on
technology, such as AI, to automate and optimize all media buys. These
purchases often take place over channels like Facebook or Google.
a) Supply-side Platforms (SSP)
A Supply-Side Platform (SSP) is a technology platform used by
publishers and media owners to manage and optimize the sale of their
digital advertising inventory. SSPs play a crucial role in the
programmatic advertising ecosystem, facilitating the automated selling
of ad impressions in real-time auctions.
b) Demand-side Platforms (DSP)
This is where advertisers and ad agencies set up campaigns, bid on ad
inventory and optimize ads based on their performance to optimize ad
spend.
c) The Ad Exchange
This is a marketplace where both advertisers and publishers buy or sell
ad space using a process called real-time bidding (RTB).

Ad Placement for TV
• Purchasing ad space for TV typically takes place during upfront season, during
which networks pitch media buyers on the benefits of purchasing time on their
network.
• This is typically done during in-person meetings.

Radio Placement
• Radio ads are a great way for media buyers to reach local audiences.
• When purchasing radio ad time, aim to get space that airs early in the
commercial break or at the close of the commercial break.

Out-of-Home
• Out-of-home ads reach people outside through mediums such as billboards.
 • This can be a great way to reach people during their day-to-day lives.
Media buyers should work with the creative team to get ideas for out-of-home and
offline advertisements.
Module 10 (New Trends in Media)
Online advertising
Online advertising refers to any form of advertising that is delivered over the internet,
using various digital channels and platforms to reach target audiences.
• Display Advertising: Display advertising involves the use of banner ads, pop-up
ads, and other graphical ads that appear on websites and other digital platforms.
• Search Engine Marketing (SEM): SEM involves the use of paid search ads, such
as Google Ads or Bing Ads, to appear at the top of search engine results pages for
specific search terms
• Social Media Advertising: Social media advertising involves the use of paid ads on
social media.
• Video Advertising: Video advertising involves the use of pre-roll, mid-roll, or post-
roll video ads that appear on streaming video platforms such as YouTube
• Native Advertising: These ads are often labelled as "sponsored" or "promoted"
content.
• Email Marketing: Email marketing involves sending promotional emails to a list of
individuals.

Covert Advertising - Covert advertising promotes products subtly, avoiding overt

methods. It aims to influence consumers without their immediate awareness. Covert
ads create indirect impressions on consumers' minds. Its purpose is to subtly promote
products without consumer realization.
The brand will gain greater credibility and recognition as the products are being
endorsed by reputed people like the celebrities. There is massive reach and promotion
with the help of this type of advertising. Thus reaches a greater number of target
customers.

Surrogate Advertising - Surrogate advertising promotes related products due to

advertising restrictions. It's common in industries like tobacco and alcohol with heavy
regulations. Surrogate ads indirectly promote prohibited products or services. This
practice navigates advertising bans or regulations effectively.
EG - A company that sells alcoholic beverages may use surrogate advertising to
promote their brand by advertising products such as mineral water, soda or other non-
alcoholic beverages.
Product Placement - is a form of advertising in which branded goods and services
are featured in a video production that targets a large audience. Product placement
integrates brands into media content seamlessly. It aims to create positive associations
between brand and audience.

Tide went up by a huge margin after the movie came out. The scene was extremely
comical and had everyone left in a fit of laughter at the end of it, leaving an
impression of the brand as well.

Guerrilla Advertising - Guerrilla advertising uses unconventional, low-cost tactics

for buzz. It utilizes unexpected locations like street art or flash mobs. It generates
interest in products or services through creativity. Guerrilla tactics spark conversations
and sharing among consumers.

Viral Advertising - Viral advertising aims for highly shareable content across digital
channels. Its goal is to create buzz and positive brand awareness. Viral content is
often entertaining, informative, or emotionally resonant, Humorous, controversial, or
thought-provoking. The strategy relies on audience sharing to reach a wide audience.
One of the main advantages of viral marketing is its relatively low cost compared to
other forms of advertising. Viral campaigns have the advantage of potentially reaching
a large audience in a relatively short period of time. Viral marketing is a powerful tool
for driving website traffic because it taps into the natural tendency of people to share
interesting or valuable information with their networks

Influencer Marketing - Influencer marketing partners with social media personalities

to promote products. Influencers sway followers' opinions and purchasing decisions.
Sponsored posts and product reviews are common forms of influencer marketing.
As influencers create content featuring your products, awareness of your brand will
inevitably grow among their followers. As influencers talk about you and get their
audience's interest in your brand, their followers are likely to follow you too. You can
also use influencer marketing to source feedback on a new product, collection, or
specific product feature.

Computer generated Imagery (CGI) - CGI in advertising uses computer-generated

visuals for campaigns. It creates compelling and realistic graphics or animations. CGI
is a powerful tool for producing high-quality content.
CGI can be used in creating interesting advertising content. he initial cost for the CGI
program might be high, but its potential for reuse makes it more cost-effective than
traditional photography. The best thing about using CGI is its adaptive nature. When
running a business, you need to think about every possible way your audience
interacts with your eCommerce website. Cell phones, Tablets, and PCs are the three
most commonly used mediums for interaction. CGI has the ability to offer your
audience the same or similar experience, no matter what they’re using (Cross Platform
Compatibility)

Artificial Intelligence (AI) in Marketing - Marketers use AI for understanding

customer behaviour and creating targeted campaigns. Data-driven insights drive AI-
powered marketing strategies.
Some of the benefits include:
• Increased efficiency and productivity
• Improved customer targeting and engagement
• Increased personalization
• Reduced costs
Artificial Intelligence (AI) in advertising - AI enhances advertising by optimizing
targeting and creative elements. Advertisers use AI for efficient media buying and
performance analysis.
Various applications of AI in advertising are:
Predictive Analytics
Chatbot's and Virtual Assistants
Recognition Fraud Detection and Prevention
Personalization
Voice Search Optimization

Module 7