Module 2

Definitions
An advertisement appeal is the emotional part of an ad. It links product to a
need of the targeted audience and convinces them that buying the product will
satisfy that need.
advertising appeal is defined as any message designed to motivate the
consumer to purchase.

Essentials of an Advertisement Appeal

An advertisement appeal is a theme in which the advertisement is created.
There are some essential things to be considered for an advertisement. They
are as follows;
1. It must be conceptually sound.
2. It must be believable. It should not make exaggerated claims.
3. It must be communicative in nature.
4. Consumers must be able to distinguish the message of the
advertiser from the messages of competing firms.
5. It must be suitable for the product being advertised.
6. It must be interesting.
7. It must be complete.
8. It must contain truthful information.

Types of Appeal
Several types of appeals can be used in advertising. Some of the common
types of appeals in advertising are as follows;
1. Emotional Appeal
An emotional appeal is related to a person's psychological and social needs
for purchasing certain products and services. Advertisers aim to gain
advantage from the emotional appeal. Emotional appeal includes personal
and social aspects.
1) Personal Appeal
It includes some personal emotions that drive individuals to purchase
products. They are safety, fear, love, humor, joy, happiness, sentiment, pride,
self esteem, pleasure, comfort etc.
2) Social Appeal
It covers social factors that motivate people to make purchases ad include
such aspects as social recognition, respect, affiliation, acceptance, status
and approval.
3) Fear Appeal
Fear is an important factor that can have incredible influence on individuals.
Fear is used in advertising to influence consumers. Advertisement appeal
used for the promotion of insurance products is an example for fear appeal.
2. Rational Appeal
Rational appeal focuses on the practical needs of the consumers. It highlights
the value, quality and performance of a product to motivate the rational buyers.
For example, an ad of a car company highlighting the fuel efficiency.
Rational appeal attempts to show a product as one which offers the expected
functional benefit to the consumers
The following are some of the common types of rational appeals;
a) High Quality Appeal
Some consumers purchase Plasma TV, high end models of refrigerator, cars
and other products because of high quality appeal.
b) Low Price Appeal
consumers may purchase low priced products on the belief that! ill perform in
the same way as high priced products.
c) Long life Appeal
Durability of the products is another major factor of rational appeal. Some
consumers are highly concerned about the working life of the products.

3. Moral Appeal
Moral appeals emphasize on rights and wrongs. The advertisements of moral
appeal are designed on social causes. Ads showing equal rights for women,
payment of taxes, donations for the poor are examples of moral appeal.
4. Humour Appeal
Humor is an excellent tool to catch the attention of the viewers. Humour has
been widely used in advertising due to its power of create liking in the
consumers towards the advertisement. Ads of Fevikwik, Cadbury Perk,
Cadbury 5 Star, Cadbury Dairy Milk, Tata Sky, Center Fruit are few examples
humour appeal.
5. Beauty Appeal
Beauty appeal is widely used in beauty products, such as soaps, skin cream,
shampoo and fragrances. The advert will often include an attractive celebrity
to talk about the product and say how good it is. It will make a feel among the
consumers that if they use the product, they will be attractive like the celebrity
in the ad.
6. Scarcity Appeal
Scarcity appeals focus on limited supplies or limited time period for purchase
of products. They are usually followed while employing promotional tools
including gift coupons, discounts, contests etc.
7. Masculine and Feminine Appeals
Masculine and Feminine appeals are used in beauty products, garments and
jewellery. These appeals try to create the impression of perfect man or
woman.

Types of Appeal Advertisement Copy

Advertising copy is the written or spoken message which the advertiser wants
to communicate to the targeted audience through an ad. It is all the written or
spoken words in ad expressed in words or figures designed to communicate
the desired message to the customers. An advertisement copy is the output of
the efforts of copy writers and artists. The meaning of copy varies with type of
medium used in advertisement.
Definition
an ad copy is "the content and context of a message contained in an
advertisement.

Objectives of an Advertisement Copy

1. To facilitate the designing of an effective ad.
2. To persuade the reader, listener or viewer to act i.e., to buy a product or
service.
3. To create understandable and believable ad for the target market.
4. To capture maximum attention of the prospective buyers.
5. To create an idea of advertisement that will help the product to attain a
unique image and position in the target market.
Requisites of an Effective Advertisement Copy
An effective advertisement copy is one which is simple, brief, understandable
and believable to the prospective buyers. It clearly conveys the message and
is acted upon. The requisites of an effective advertisement copy are described
below;
1. Attention Value
A good ad copy easily attracts the attention of the people. If an ad copy fails in
generating attention value, then, the whole money spent on it will go waste. It
should be designed in such a fashion that the attention of a busiest person
may be drawn immediately.
2. Suggestive Value
Good ad copy offer a suggestion about the use and the utility of the product
that may remain engraved on the minds of the customers. Slogans, Pictures,
phrases, visuals, sounds and songs may be used for this purpose.
3. Memorizing Value
Good ad copy enables consumers to remember the name of the product and
the needs it satisfy. The copy of the advertisement should he so drafted and
laid out that the product will stick to the minds of audience Repetition of
advertisement with slogan is an effective method of creating a memorising
value.
4. Conviction Value
Good ad copy should be able to sufficiently convince the consumer regarding
the truth of the message. An advertisement copy can prove effective and
achieve the desired end when the suggestion contained in it is backed by
convincing arguments.
5. Educational Value
Good ad copy educates the customer regarding the needs and the products
that satisfy the needs. The object of modern advertising is not merely to
satisfy the existing demand but to create future demand.
6. Motivational Value
Good ad copy arouses a desire among consumers to purchase advertised
product. The most important function of an advertisement copy is to induce,
persuade and motivate the audience to think well of a product and purchase.
7. Emotional Value
Good ad copy uses the words that influence the emotions of the customers.
The ad copy should make a sincere attempt to make an appeal to the
emotions of the audience in favour of the product
Types of Ad Copy
There are different types of ad copies.
1. Institutional Copy
This type of copy emphasizes on the reputation of the manufacturer. It informs
the target audience the fact that the manufacturer is established enough to
give them the right goods.
2. Straight-selling Copy or Reason-why Copy
The purpose of using the product and how well this purpose is served by the
product are clearly explained in the copy. The ad of 'Sensodyne Rapid Action
toothpaste' for fast relief from sensitivity pain is an example for straight selling
copy.
3. Narrative or Story Copy
This copy narrates a story that encourages people to buy the product. The
ads of insurance products narrate stories to motivate people to subscribe
insurance policy.
4. Educational Copy
This copy provides valuable scientific or technological information to the
target audience. Such a copy attempts to give an in-depth explanation about
the product's features, advantages, and benefits. The ads of 'Harpic toilet and
bathroom cleaners are examples for educational copy.
5. Suggestive copy
This copy gives relevant information about a product or service but does not
directly place an appeal to the customers to purchase it simply suggests that if
customers buy the product, they would certainly be benefited by it. The ad of
'Sunlight Liquid Detergent 'is an example for suggestive copy.
6. Expository copy
If a copy tells openly and directly all the features of a product or a service with
the help of suitable pictures, photos and diagrams to impress a customer, it is
called an expository copy. Resorts, hotels and tour companies adopt this type
of copy to impress the customers.
7. Comic or Humorous Copy
Some ad copies use humors to influence the customers. Humorous appeals
are used extensively in television, radio, and print advertising to attract the
attention of the customers.
8. Descriptive Copy
This copy gives detailed information about the product to the target audience.
The ad copy contains lengthy informative message to the customers. This
copy is widely used in mail order business.
9. Questioning Copy
This copy begins with asking questions to the customers. Headline of such
copy is in the form of a question.
10. Testimonial Ad Copy
This copy uses the certification of an individual who has tried satisfied with the
product. The certification may be in the form of statement or a letter. The
individual may be a reputed personality a satisfied customer.

11. Reminder Copy

This ad copy is an abstract of the detailed ad copy and is shown at frequent
intervals to remind the customers about the product. Reminder ads are very
common in T.V. [Link] ads of Titan watches use a common and
popular theme song which reminds the customers that the product (new
model) belongs to Titan.
12. Comparative Copy
When an ad copy compares its product with the product of the competitors, it
is known as comparative copy. Some brands compare their quality, features
and benefits with their rival brands without mentioning the names of such
brands.
13. Topical copy
This copy is adopted to connect and ad theme some current events. Such ad
copies can easily capture the attention of the customers because current
events are fresh and active in the minds of the customers during the time of
the ad. For example, ads of T.V. brands during the time of Olympics and
World Cups.
14. Announcement Copy
This ad copy is used to announce special offers such as price cuts, exchange
offer, off-season discounts etc. This ad copy 15 informative in nature.
15. Teaser Ad Copy
This type of copy publishes or broadcasts ads in parts. In the first day a name,
question or image is published. In the second day, some more information will
be given to the audience. The audience will get the final piece of information
or the complete idea of the ad in the last day. This type of ad copy is used to
build curiosity and excitement in the minds of the people.
16. Prestige Copy
This ad copy attempts to create a sense of pride among the audience by
purchasing the product advertised. Luxurious and costly products usually
follow this type of ad copy.

Types of Ad Copies on the Basis of Media

1. Print Ad Copy
Ad copies that are specially made for news papers, magazines and other print
publications are known as print copy.
2. Radio Ad Copy
As the name indicates, this ad copy is prepared for broadcasting of ads over
radio. The ads have audio effect only.
3. T.V. Ad Copy
The ad copy is prepared for broadcasting ads on T.V. Channels. The ads
create both audio and visual impact among the viewers.
4. Outdoor Ad Copy
It refers to ad copies prepared for wall posters, banners. signboards, wall
paintings, hoardings, etc.

Elements of Ad Copy
Elements of ad copies depend on the media used in the ad. They vary with
the nature of the media.
major components of ad copies on the basis of the media;
1. Print Ad Copy
Print advertising includes sales brochures, coupons, leaflets, business cards,
billboards, flex banners, hoardings and ads in magazines and newspapers.
Some of the major components of a print ad copy are;
a) Artwork
Photographs, drawings, pictures, graphics and clours are the major
attractions of many types of print ads. Some ads may have only a single
picture while others might have several pictures.
b) Headline
It is the strongest element in an ad. Headline should be powerful enough to
draw potential customers into reading the copy. They are used to clarify the
idea expressed in the headline.
c) Body
It is the main text of the ad. Some ads use minimum words, a line or two or a
single paragraph to make the body. But certain ads present paragraphs of
information in the body.
d) Slogans
They are short, memorable phrases used in an ad. Slogans are the most
effective means of drawing attention to one or more aspects of a product. For
example, "Have a break. Have a Kit Kat”.
e) Contact
The contact or signature of an ad may appear anywhere in the ad. It is usually
presented near the bottom. It consists of one or more of the following;
(1) Logo (2) Advertiser Name (3) Address (4) Phone Number (5) Map or
Driving Directions
f) Extras
Some print ads may have additional special elements such as an attached
business reply envelope, tear-out portion with a coupon etc.
2. Audio Ad Copy
Audio is an effective means of communication used by the modern
advertisers. A bit of sound can be a good way to bring the attention of the
consumers to an ad. An audio ad requires effective script and voice.
a)Announcement
Information about the product, available stores and the company are
presented to the audience by an announcer.
b) Conversation or Dialogue
The ad is presented as a story or conversation between two more people.
c) Song
The ad copy may include song or music to explain the benefits of the product.
3. Audio-Visual Ad Copy
Audio-visual advertisements include television commercials, Web page video
ads, video billboards, and any other type of advertising that uses sounds and
images. The copy of audio-visual ad has two parts; one is the audio segment
and the other is the visual segment.
a)Script
It is the backbone of every visual ad. It is the screen play of the advertisement.
b) Music
It is usually included in the ad to make it more attractive, entertaining and
easy to remember by the viewers.
3) Visuals
They help to deliver the ad message clearly to the viewers
4) Dialogues
The words spoken by the models in the ad communicate information about
the product to the viewers.
5) Expressions of the models
The actions and expressions of the models in the ad must effectively carry the
message of the ad to the viewers.
Advertisement Layout
Advertisement layout is the structure in which various elements of the
advertisement are arranged. The function of advertisement layout is the
logical and balanced combination of the different components of an
advertisement.
Definitions
a layout is a miniature sketch of the proposed advertisement."
Elements of Layout
The major components of an advertisement layout are as follows;
1. Background
An ad requires colorful and catchy background to attract the attention of the
people. The arrangement of background differs on the basis of advertising
medium and the nature of advertisement Background of an ad must be one
that is suitable for the contents of the advertisement.
2. Heading/Headline
The heading or headline is defined as the title of the advertisement. It is a
phrase or sentence that opens an ad. The purpose of a headline is to catch
the attention of the viewers.
3. Caption
A caption is a brief description given for a picture or an illustration in an
advertisement. Usually, it refers to a text that gives a short explanation to the
image in the ad. It clearly explains a picture in an ad.
4. Catch phrase
It is a word or expression that is used repeatedly and conveniently to
represent an idea or message of the ad. Catchphrases are expressions
recognised by their repeated utterance/usage in the ad. For example, the
catchphrase of Philips is “Let's make things better" and “Life's Good” by LG.
5. Slogan
Slogan is a sales argument. It is a short, memorable groups of words used in
advertising campaigns. The purpose of a slogan is to highlight a phrase in
order to get a desired market image.
6. Illustration
Illustrations are the part of layout that picturizes the basic theme of the
advertisement. It has the power to capture the attention of the reader.
7. Text
Text or body of the advertisement refers to the general reading matter. It
refers to the subject matter of the ad copy.
8. Product
It refers to the representation of the product offered for sale. The product is
presented or shown with illustrations,
9. Symbol/ Logo
Symbol or logo is the signature of the advertiser. It represents the personality
of the company and its product. Logo is an identification mark of the company
and its advertisement. Viewers can easily recognise the product of the
company by seeing the logo of the company in the advertisement.
10. Price
It is another part of layout. The price of the product should be Teatured clearly.
The price is usually given in the concluding lines of the ad copy.

Functions of Layout
The following are some of the major functions of advertisement
layout;
1. It combines different elements of an advertisement such as headline, sub
headlines, slogans, body text etc.
2. It gives the advertiser a preview and proof of the advertisement before
printing or broadcasting.
3. It gives the advertiser, the firm, the copy writer and creative teams of the ad
to suggest modification before its final approval.
4. It provides relevant inputs for estimating the total costs of the
advertisement.
Principles of Design and Layout
The key principles of advertisement layout are as follows;
1. Principle of Unity: A good layout effectively combines together
different elements of the ad and facilitates completion. Different elements of
the ad are related with each other. Lack of unity with different elements
reduces the quality of the advertisement.
[Link] of Variety: An ad should not be dull and homogeneous by using
only one color, size and shape. The layout should be stylish by the use of
ideal combination of colors, suitable images and arts.
3. Principle of Balance: It deals with the balance between right side and left
side of the ad. It is the artistic combination of different sizes and shapes that
make up an advertisement.
There are the types of balance;
a) Formal balance: In this case, words and pictures on the right
side are equal to the words and images on the left side of the ad. The right
side and the left side match each other in size,
shape and color.
b) Informal balance: In this case, each part of the ad is placed on the page at
random. There is no balance between right side and left side.
4. Principle of Rhythm: The advertisement must be prepared as
per the movement of the eye. The movement of the eye is from left to right. A
person first looks up then he looks down. So, the advertising idea must move
from left to right and from top to
bottom.
5. Principle of Proportion: The advertisement must maintain proportion. The
entire space must get divided among the different parts of the ad. The division
must not be equal.
6. Principle of Simplicity: The layout must be simple and easy. It must not
look very crowded and complicated.

Copy Writing
Copy is the term used in advertising to refer 'text'. Copywriting is the act of
writing the text for advertisement. It is the process of developing innovative
idea for catching the attention of the readers, listeners and viewers of an ad.
Copywriting is entirely different from copyrighting' which means the legal right
of an author to prevent the unauthorized use of his work.
Types of Copywriting
Writing copy is both an art and science. It requires creativity and imagination.
Good ad copy persuades and elicits emotion. Good writing combines and
intertwines words, phrases, images, vision, sounds and songs to
communicate an idea to the target audience.
The following are some of the common types of copywriting;
1. Plain and Informational Copywriting
This is the most basic form of writing where the message is communicated
directly without any decorations. It is simply introducing the product or service
without much exaggeration.
2. Storytelling Copy
In this style of copywriting the ad is presented to the target audience with the
help of suitable stories. The audiences are taken through a tale of real-life
trials and triumphs. The copy explains of visualizes a problem with the help of
a story and eventually gives a resolution.
3. Conversational Copywriting
In this style of copy, there is a real-life conversation happening. The language
is friendly and conversational. The language is similar to that of two
colleagues sitting together for a chat.
4. Imaginative Copywriting
In this writing style, similar to storytelling, the audience is taken through
imagining their life in a certain way. The idea is to paint a picture in their minds
and make them feel better with the product or service.
5. Big-Wig Copywriting
In this copywriting, third-party endorsements are used to convince the target
group. It helps to increase the credibility of the products.
6. Frank Copywriting
Some copy will mention the limitations of the product first. Then it will come to
its unique benefits. Expectations are low at the beginning. But later, the
audience is convinced about the qualities of the product. This approach
fosters an honest discussion about what to expect.
7. Technical Copywriting
This style of copywriting educates the reader about the product or service.
The copy is prepared with the technical specifications about the product
Copywriter
A copywriter is the person who comes up with the ideas to create promotional
message for an ad. The job of a copywriter is to create the text for
advertisements. He develops copies for all types of ads such print, audio,
visual and audio-visual ads.
Qualities of a Good Copywriter
A good copywriter possesses the following qualities;
1. Creativity
It is an essential skill for copywriters. A copywriter has to come up with fresh,
new ideas and find innovative ways for influencing the customers of the client.
2. Good researcher
A Copywriter should be a good researcher. If the copywriter researches the
product properly he can produce a good copy of it. 3. Critical thinking
This quality is necessary to write novel copies for ads.
4. Keen observation
This enables the copywriter to know the needs of the targeted audience.
Good copywriters always want to be the first to identify the needs of the
concerned market.
5. Good writing skills
Good written communication is the most important skill that a copywriter
should possess. A copywriter has to make his presentation in an easy and
understandable language.

6. Discernment
It is the ability to sense information about the market. This will help the
copywriter to create a copy that would appeal the audience and bring out high
response from them.
7. Active listening
Copywriters must closely to the needs of their client. It is through listening that
they learn about the subject and market that they write for.
8. Technical knowledge
If the job of the copywriter is in technical fields like engineering or industrial
products, he should possess the required knowledge to do his work perfectly.
Process of Copywriting
Copywriters work closely with their clients to create a concept for ad to
influence the prospective buyers and make them buyers. The work of a
copywriter is a process which involves different steps.
The following the major steps in a typical copywriting process;
1. Planning 2. Research 3. Organisation 4. Writing 5. Checking, Editing and
Revision.
1. Planning
Planning covers all areas of copywriting. The copywriter has to determine the
theme of the copy. He has to clearly analyse, understand and establish the
purpose of copywriting during the planning stage. It is the duty of the
copywriter to clearly understand all the relevant information about the target
market and decide on the type of medium to be used for the ad for the
particular market.
2. Research
In this stage, the copywriter is required to conduct an in-depth study to collect
the information inputs for the ad copy. He has to fill his knowledge gap
through a purposeful research.
3. Organisation
In this stage, the copywriter formulates the concept or ideas for the ad in
relation to the medium selected. A rough copy or an outline of the ad copy is
prepared during this stage. Photos, pictures, graphics, visuals, layout
designing etc. are made during this stage.
4. Writing
The copywriter enters into the real job of writing during this stage. First, the
copywriter gives a title or working title for his ad copy. He adopts appropriate
style and uses effective sentences for the ad copy.
5. Checking, Proof reading, Editing and Revision
This is an important stage in a copywriting process. The copywriter thoroughly
checks drafted copy in order to find out mistakes. He also makes series of
editing and revisions to avoid errors in the final ad copy. This step helps the
copywriter make the ad copy clear and perfect.
Copy Testing (Pre-Testing)
Copy testing is testing the effectiveness of an ad copy with the target
audience before broadcasting or operationalising the ad. The purpose of copy
testing is to understand the reaction of the potentia customers to the particular
ad. On the basis of the feedback collected from the target audience, copy
test will give information regarding the effectiveness of an ad to the advertiser.
Objectives
Copy testing is a test procedure to examine the effectiveness of an
advertisement before it appears in its final form to the audience. It is a method
adopted to make modifications in the existing ads and improve the
effectiveness of future ads.
objectives
1. To know whether the proposed ad is appealing to the customers or not.
2. To ascertain the communication effect.
3. To assess the potential of the ad in achieving the specified goals.
4. To know whether the ad stimulate the people to purchase the product.
5. To know the credibility of the ad among the target customers.
6. To know the attitude of the people towards the ad.
7. To gather suggestions from the target audience for making changes in the
proposed ad.
Advantages of Copy Testing
1. Testing can be done at low cost because it does not cover the whole
market.
2. It requires less time to complete the testing process.
[Link] correction of the ad is possible because the problems found in
pre-testing can be resolved before the launching of the ad.
[Link] is highly useful in selecting the best ad copy from the availah ad copies.
5. It is useful to avoid ineffective ads.
6. It reveals the total cost requirement of an ad campaign.

Advertising Media
It is the vehicle for carrying the ad message to the consumers. Media can be
defined as a message delivery system in advertising.
There are various forms of medium used in advertising to deliver product
related messages to the target consumers. The term 'media' is the plural of
the term 'medium'. Advertising media refers the various modes or means
through which the advertisements are released.
Media Planning
Media planning refers to a series of decisions involving the delivery of
messages to the target audience. The central theme of media planning is
message dissemination. It helps the advertiser to determine the type of media
to be used. Planning is necessary to decide the time and place to use the
media in order to successfully reach the desired audience.
Media planning gives clear information to the advertisers about the media
best suited for their products and the target audience. It attempts to answer
the following questions;
1. What is the size of the target audience?
2. Which media should be used to place ads to reach the concerned
target audience?
2. How many times in a day/week/month/year the target audience should get
the ad?
3. In which part of the market the ad should appear?
5. How much money is required to place the ad in different media?
Definitions
media planning is a decision process regarding use of advertising time
and space to assist in the achievement of marketing objectives.”

Media strategy is concerned with how an ad will be delivered to target

audience. It involves identifying the characteristics of the target audience and
defining the characteristics of the media that will be used for the delivery of
the messages. Media strategy is referred to as a series of actions that media
planners take to attain the media objectives.
Media strategy can be defined as the usage of an appropriate media mix in
order to achieve desired and optimum outcomes from the advertising
campaign.

Key Areas of Media Strategy

Four key areas of media strategy decisions are:
1. Media mix
It refers to the combination of media used for advertising in a target market.
For this a market-media match exercise needs to be conducted and the role of
each medium in contributing to the achievement of media objectives should
be decided in advance.
2. Usage of media
The advertiser has to clearly decide the different ways of using the selected
medium. The usage decisions are taken to extract the best mileage out of the
selected media.
3. Geographic allocation
It is the decision regarding the place of advertising. Media planners must
allocate advertising by geography. If a company markets its products
nationally, then it can take national approach in advertising which means
advertising in all markets.
4. Scheduling strategy (Media scheduling)
Scheduling is fixing the timing of an advertisement. The schedule is a plan
shows the number of advertisements that are to appear in each medium, the
size of the advertisements, and the date on which they are to appear.

Process of Media Planning

Media planning is a process that allows the advertiser to select the most
appropriate media to place an ad in sufficient frequency to reach maximum
number of target audience at the lowest cost.
The process of media planning involves the following steps;
1. Analysis of the Situation
The purpose of situation analysis is to understand the present situation of the
market. The analysis is conducted on the basis of stay and share of the total
market, volume of profit, competit distribution, selling methods and advertising
practices.
2. Analysis of the Target Audience
It involves identification of the target audience and defining them on the basis
of demographic characteristics (age, gender etc.), psychographic
characteristics (interests and buying habits), socio economic characteristics
(occupation, social status, income and purchasing power) and behavioural
characteristics (purchasing behaviour).
3. Setting Media Objectives
After analysing the target audience, the next phase in media planning is the
setting of media objectives.
Media objectives are set in terms of the following;
a) Reach or coverage:
The number of people to be covered or exposed to an ad during a given time
period. For example a goal can be set to reach maximum number of
consumers in the target market.
b) Time: It is the time to deliver an ad to the target audience. For example, an
Air Condition manufacturing company may set an objective to advertise
during the summer season.
c) Frequency: It is the rate of occurrence or exposure of an ad. For example,
the number of times an ad is played in a T.V. Channel in a day.
d) Schedule: It is the time table or calendar of an ad. Schedule tells the
period of running an ad. It can be continuous or seasonal. For example, a
company may set an objective to deliver the ad regularly (in all days) to the
target audience.
e) Cost: It is the consideration of funds required for advertising. In the setting
of media objectives, cost is an important factor considered by the advertisers.
For example, a company may set a goal to maximise the reach of an ad the
greatest number of people at the lowest possible cost.
4. Media Strategy
The advertiser or the company has to formulate appropriate media strategy
for the target market. A media strategy is considered good and effective if it
makes a right combination of media at right time at minimum cost for
advertisement campaign.
5. Media Selection
The advertiser has to choose the media for implementing the media strategy.
The media includes print, electronic and online media.
6. Selecting the Specific Media Vehicles
After the selection the suitable media, specific media vehicles within each
medium must be chosen. A media vehicle is referred to as a specific carrier
within a medium. For example, if a company selects to advertise in news
papers, then the news paper The Hindu' is a vehicle in that medium. In the
case of electronic media.
7. Media Buying
Media buying is an advertising term which is used to denote a process of
purchasing space in media to meet the media plan requirements at the
reasonable costs. Buying adequate space in a newspaper to place the ad of a
product is an example for media buying.
Executing the Programme
After the selection and buying of the media and specific media vehicle, the
advertiser has to prepare the ad copies suitable for the selected media and
kick off (implement) the ad campaign.
9. Follow-up and Evaluation
Adequate follow-up and evaluation is necessary to ensure that the
implemented media plan is performing as per the set media objectives. This
helps the advertiser to know the success or failure of his media planning and
strategies. Systematic follow-up and evaluation helps the advertiser to make
adequate corrections and modifications in his media plans.

Importance of Media Planning and Selection

Media planning helps the advertiser to select the best media, formulate
suitable media strategies and decide the right time, place and space for the
ad.
importance of media planning;
1. Precision (Accuracy and Clarity) in the Ad Campaign
Media planning helps to bring precision in the ad campaign by facilitating
communication of right message to the right people, in the right place, through
the right media, with the right message, in the right environment and at the
right cost. Absence planning may result in communicating wrong message,
delivering the ad to wrong people, selecting the wrong media at high cost.
2. Optimum Use of Resources
Planning helps the advertiser to select the most appropriate media to place an
ad in sufficient frequency to reach maximum number of target audience at the
lowest cost.
3. Creation of Best Media Mix
Advertising on a particular medium may not be useful for a company. It has to
depend on different types of media for advertising. Media planning helps the
advertiser to create a suitable mixture of media for a company (product) on
the basis of coverage and cost.
4. Proper Allocation of the Advertising Budget
Media planning helps the advertiser to allocate funds for advertising on
different media. It helps companies to spend right amount of money for the
right media.
5. Helps in Control
Media planning fixes certain standards of performance. It usually fixes the
number of people to be covered or exposed to an ad during given time period.
This helps the advertiser to evaluate the efficiency a media by comparing the
actual coverage with the targeted coverage

Problems in Media Planning

A number of problems create difficulty in media planning and reduce its
effectiveness.
Some of these problems are;
1. Insufficient Information
Media planners usually face insufficiency of information even though a great
deal of information about markets and the media is available. Insufficiency of
relevant information may lead to the failure of media planning.
2. Difficulty in Comparing Different Media
There is large amount of inconsistency in the cost computation of different
media. But in the case of broadcast media, it is cost per second of the ad.
These inconsistencies between the different media makes the inter media
comparison at the time of media selection, more complex.
3. Difficulty in Measuring the Media Exposure
It is difficult to measure the number of persons exposed to a particular media.
For example, problems in measuring the total number of persons watching a
particular T.V. programme.
4. Time Pressure
Usually, advertisers are forced to act in hurry in order to counterbalance the
ads of the competitors. In such situations, media selection decisions may be
made without proper planning and analyses of the markets and media.
5. Lack of Expertise
Media planning requires the service of highly competent persons in the field. If
the media planner does not have sufficient skill and knowledge then it will
reduce the quality of planning.

Types of Media
Advertisements come through various media. Some of the important types
media used for advertising are as follows:
1. Print Media 2. Broadcast Media 3. Outdoor Media 4. Direct Mail Advertising
Media 5. Internet Advertising 6. Others
1. Print Media
Print media is one of the oldest and basic forms of mass communication. It
includes newspapers, weeklies, magazines, monthlies and other forms of
printed journals. Print media is relatively cheap and does not require access
to any technology for using them.
Advantages
The following are the major advantages of print media;
1) It is less costly compared to broadcast media.
2) It is highly useful for targeting educated group in the target market.
3) It is useful to give detailed information about a product or service to the
target audience.
4) Different types of print media (newspapers and magazines) have a loyal
readership. This can be very useful for advertisers as compared to other
advertising media.
Disadvantages The major drawbacks of print media are;
1) Print media do not have wide reach compared to broadcast media
which can target a global audience.
2) Print media cannot offer the audio and visual impact required by
an audience.
3) Print media requires a long time to disseminate information to the people.
Information may become obsolete by the time it appears on the print media.
4) It is difficult to schedule advertisements for publications that run monthly or
[Link] advertisers have to fix the date and time of the ads in
accordance with the publication schedule of the magazines.
5) Ads through print media will be effective only when the target audience
have the time and desire to read.

2. Broadcast Media
Broadcast media usually refers to media such as TV and Radio. It is the most
popular type of advertising media worldwide which facilitate a speedy
dissemination of information to people. Broadcast media help advertisers to
reach a very large number of audiences and give their products instant
popularity.
Advantages
The major advantages of broadcast media are as follows;
1) They reach a large audience compared to print media.
2)The advertisers can give audio and visual impact to the target audience with
the help of broadcast media.
3)The advertisers can make a fast delivery of ads through broadcast media.
4) Ads in a broadcast media can be easily modified, adjusted even deleted
immediately.
5) In broadcast media the viewer does not have to be actively involved to
receive message.
Disadvantages The following are some of the major drawbacks of
broadcast media:
1) Broadcast media are expensive compared to print media.
2) Ads may not get the attention of the audience as they click to other
channels or stations.
3) The exposure of the ads depends on the rating of the programmes and
viewership of the medium.
4) Broadcast ads are usually short and so they do not convey more about the
product.
[Link] television advertisements are not creative then people do not show
interest to see them and do not buy the products.

3. Outdoor Media
Outdoor advertising media help advertisers to make promotional displays
outdoors to popularise their products in the target market. It is the advertising
in open-air. Types of outdoor advertising include billboards, hoardings,
signboards, posters, ads on the interiors and exteriors of buses, taxis and
business vehicles.
Advantages
1) Outdoor ads give 24-hour exposure to the public eye.
2) Outdoor advertisements are one of the most cost efficient way to reach
potential customers.
3) It is less expensive compared print and broadcast media.
4) Outdoor ads work on the advertising principle of frequency. Outdoor ads
usually stay in a spot for a period of a month or more and people see the
same message a number of times.
5) It is highly useful to deliver product messages to people in a particular
geographic area.
Disadvantages The following are some of the major drawbacks of
outdoor media;
1. Outdoor media offer a very low exposure time. They draw only 2-3
seconds of a reader's time.
Messages in an outdoor ad must be brief to fit in the limited exposure time.
3) Lack of availability of suitable outdoor advertising spaces is a problem
major problem of outdoor media.
[Link] environmental if the advertiser has to chop off trees for visibility.
5) Hazardous during strong wind, can cause damage to life and property.
4. Direct Mail Advertising Media
Direct mail advertising sends advertising messages to target consumers
through the mail, either addressed to pre-selected individuals or unaddressed
and delivered to pre-selected areas.
The major advantages of direct mail advertising media are as follows:
1) Direct mail ads can be prepared quickly. The advertisers can prepare and
mail a small promotion within days or weeks.
2) They can generate quicker response from the target audience. The
inclusion of an order card and return envelope makes it convenient for the
consumer to respond to direct mail.
3) With the help of carefully developed mailing lists advertisers can be more
selective in targeting their audiences compared to most other media.
4) Direct mail media are useful to hide the advertising strategy of a company
from its competitors.
5) Direct mail media are more personal. They address consumers by name.
6) Direct-mail advertising is cost effective. Advertisers can easily
design colorful or eye-appealing brochures with their computers and print
thousands of copies affordably with the help of their printers.
7) The results of direct mail media campaign are highly measurable by
comparing the promotion mails to the customers and the responses received
from them.
Disadvantages The following are the major drawbacks of direct mail
advertising media
1) The costs of designing effective direct mail advertisements can be high, if
the advertisers want the expert services of profession photographers, copy
writers and artists.
2) Consumers may treat mailings from companies as useless materials. A lot
of it will go directly into the garbage.
3) Many consumers are skeptical of the reliability of products advertised
through direct mail.
4) Most direct mail ads fail because of low response from the consumers.
5) Advertising in this media requires detailed mailing list of customers.

5. Internet Advertising
Internet or Online advertising is a form of promotion that uses the Internet and
World Wide Web to deliver ad messages to attract customers. A major benefit
of internet advertising is the immediate publishing of information that is not
limited by geography or time.
Objects of Internet Advertisement
The major objects of internet advertisement are as follows;
1. Mass publicity and promotion
Internet ad facilitates communication of product related messages to a large
number of people. Extensive brand promotion is an important objective of
internet advertisement.
2. Effecting interactions
Internet ads aim at increased interactions with the customers through online
and these interactions result in better relations and increased sales.
3. Maximising offline sales
Internet ads focus on increasing the offline sales of the company through the
use of a digital coupons or vouchers.
4. Increasing online sales
Internet advertisement aims at growing sales through the website of the
company.
5. Provide information
Essential brand information can be easily conveyed to the customers with the
help of internet marketing. The brand can always send messages to the
potential and loyal customer through this medium of advertisement.
Advantages of Internet Advertising The merits of advertising through
internet are as follows;
1) The internet ads give the products a wider coverage.
2) The cost of ads through internet is more affordable than other media.
3) Online ads are much faster than offline ads.
4) In internet advertising the advertisers are able to convey more details about
their products to the audience.
5) It is easy for the audience to give their responses to internet ads compared
to ads on other media.
6) The ads through internet can be modified or updated very easily.
Disadvantages of Internet Advertising
1) Internet ads reach people who have access to computers and internet.
2) Consumers can avoid or bypass most of the ads in internet.
3) Ads in internet may create a negative impact on the consumers by
distracting them when they browse internet seriously.
4) The internet consists of numerous websites. It is not possible for
the advertisers to broadcast their ads in all websites.
5) Overload of ads is major problem of internet. When people see
too much ads, they choose to ignore them.

6. Other Media
The following are some of the other media used by the advertisers;
1) Film Ads
Film or Cinema advertising is a very effective way of delivering product related
message to the target audience. Film advertising medium enjoys both audio
and video effects which help the advertisers to easily catch the attention of the
audience. The major drawback of film advertising is that it communicates
message only to people who come to the cinema halls.
2) Point of Purchase Ads (PoP Ads)
Consumers are making their buying decisions in the store. Point of Purchase
advertising refers to advertising at the place and time of purchase. It is also
known as 'In-store advertising'.
3) Tele Advertising
The advertisers use telephones and mobile phones as the media for ads.
Product messages are delivered to the prospective buyers through
telephones or mobile phones as 'cold calls' (phone calls to market a product)
or SMS.
4) Yellow Page Advertising (YP Ads)
Yellow pages are telephone directories of business enterprises. As the name
suggests, such directories are printed on yellow color paper. Online Yellow
Pages are now available.

Definitions
"permission marketing is the privilege (not the right) of delivering
anticipated, personal, and relevant messages to people who actually
want them."
Features of Permission Marketing
1. It is obtaining permission from prospective customers for sending product
related messages.
2. It is the delivery of anticipated (required) product information to the
interested customers.
3. The information given to the customer is personal and is specially meant for
him.
[Link] relevant information is communicated to the customer.
[Link] people are avoided from the marketing and advertising
campaigns.

Tools of Permission Marketing

Some of the major tools of permission marketing are given below;
1. Email: Sending mails to prospective customers for obtaining
permission.
2. Short Message Service (SMS): Sending text messages to
prospective customers in order to seek their permission for conveying
relevant product related information.
Rich Site Summary/Really Simple Syndication (RSS) Feed: It is a web
feed which allows users to access updates in websites in an easy to read
format. RSS is a format for delivering regularly the changing web content. It
feeds the user with the latest information and updates from his favorite
websites.
4. Loyalty Programmes: These are programs through which loyal
customers sign up for free coupons membership and gift cards. Companies
motivate customers with discounts, rewards, membership etc.

Steps in Permission Marketing/Process of Permission Marketing

there are five major steps in permission marketing. These steps transform a
stranger into a friend and a friend into a customer.
[Link] permission marketer (the firm or the seller) has to offer the prospective
customer some incentives for obtaining his permission for sending to him
relevant product related messages ab information. The incentives include
discount coupon or 8 voucher to the prospective customer.
2. The permission marketer has to effectively utilise the permission granted by
the customer by teaching him about the product or service offered.
3. The permission marketer has to reinforce the incentives already offered in
order to ensure that the prospective customer maintains the permission given
to him.
4. The marketer is required to offer more incentives to gain even more
permission (consent for communication and interaction) from the prospect as
the relationship continues.
5. Finally, the marketer changes the behavior of the prospective customer and
leads him to the purchase of the product.
Advantages of Permission Marketing
1. It helps a firm to transform a stranger into a friend and a friend into a
valuable customer.
2. Properly gained and used permission benefits both the marketer and the
customer.
3. Permission marketing employs less expensive online tools such as social
media, search engine optimization, e-mails, etc.
4. It reduces the cost of marketing by concentrating on prospective customers
who have shown interest in product related messages and interactions.
5. Permission marketing allows a firm to make personalised campaigns.
[Link] easily converts permission for product communication with a prospective
customer into profitable business relations (sales).
7. It facilitates long term relationships with customers the usage of social
media and e-mails.
8. Permission marketing only sends inform on marketing only sends
information to those who are anticipating the information.