MODULE I DEFINITION: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular

brand of product or service. While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create world cultural convergence, to homogenize consumer tastes and engineer a convergence of lifestyle, culture and behaviors among consumer segments across the world. OBJECTIVES OF ADVERTISING: Objectives might be to: create awareness, develop interest, educate, inform, reinforce, remind, persuade (see objectives); other elements of the promotional mix will sell the product.

card and instead of throwing the card away u keep it and use it to play the game of aces. Functions of advertising.

To distinguish products from their competitors: There are so many products in the market. Sometime the same types of products are competing in one market. To communicate product information: advertisement one company can send its information to the target audiences. Through product

To urge product use: Advertisement can create the urge within ourselves for a product. To expand product distribution: When the market demand of a particular product increases, the retailer and distributor are engaged in the sale of that product. To increase brand preference: There are various products with various bands. So we are getting the preference to choose the band of a particular product with the help of advertisement.

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Inform: Informative advertising, seeks to tell the market about the product, explain how the product works, provide information on pricing, and build awareness of both the product and the company. Such objectives are normally pursued at the launch of a new product, or re-launch / update of an existing product. Persuade: Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of products compete directly with each other. In such circumstances businesses often seek to differentiate their product through Comparison Advertising either directly or indirectly comparing its product to that of its competitors.

To reduce overall sale cost: Advertising increases the primary demand in the market. When demand is there and the product is available, automatically the overall price will decrease. CLASSIFICATION: Advertising can be classified on the basis of Function, Region, Target Market, Company demand, Desired response and Media A. Classification based on Function:

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Informative advertising This type of advertising informs the customers about the products, services, or ideas of the firm or organization. Examples: Vishal Megamart is offering 2 kg sugar for every Rs. 1,000/purchase everyday. Persuasive advertising This type of advertising persuades or motivates the prospective buyers to take quick actions to buy the products or services of the firm. Example: Buy one, get one free. Reminder advertising This genre of advertising reminds the existing customers to become medium or heavy users of the products or services of the firm that have been purchased by them at least once. This type of advertising exercise helps in keeping the brand name and uses of the products in the minds of the existing customers.

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Remind: Reminder Advertising, is used to maintain interest and awareness of a well established product in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Such advertising is used by the likes of Coca-Cola and other leading brands, to maintain their position in the market. PURPOSE OF ADVERTISING: The purpose of advertising is to sell something - a product, a service or an idea. The real objective of advertising is effective communication between goods and clients and increasing awareness. Some specific objectives of advertising are.

To make an immediate sale. To build primary demand. To introduce a price deal. To build brand recognition or brand insistence. To help salesman by building an awareness of a product among retailers. To create a reputation for service, reliability or research strength. B.

Negative advertising This type of advertising dissuades target audience from purchasing such products and services which would not only harm them but also the society in general. Examples: Advertisements of various civic authorities against alcohol, tobacco, and narcotics. Classification based on Region:

To increase market share. FUNCTION OF ADVERTISING: The function of advertising is to build brand recognition, create exchange, create value, and to spread a specific message. Some specific advertising core functions are

Global advertising It is executed by a firm in its global market niches. Reputed global magazines like Time, Far Eastern Economic Review, Span, Fortune, Futurist, Popular Science. Cable TV channels are also used to advertise the products through out world. Supermodels and cinema stars are used to promote high-end products Examples: Sony, Philips, Pepsi, Coca Cola, etc. National advertising It is executed by a firm at the national level. It is done to increase the demand of its products and services throughout the country. Examples: BPL (Believe in the best). Whirlpool Refrigerator (Fast Forward Ice Simple) etc. Regional advertising If the manufacturer confines his advertising to a single region of the country, its promotional exercise is called Regional Advertising. This can be done by the manufacturer, wholesaler, or retailer of the firm. Examples: Advertisements of regional newspapers covering those states or districts where these newspapers are circulated. Eg. The Assam Tribune (only for the NE region) etc.

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To increase sales volumes of a product. This is mostly during slow periods and when there is low demand yet the product is largely in stock. Promotion of a new product. This more so applies when a company is starting, Hence to let people know of its services or products. To ensure a company is firm & competitive. This happens with big companies people might be buying from a company it get profits but it has to do its part in continuous advertising to keep being strong in the market. To improve public image of an organization. This is more so after a crisis. It is only at this time that a company can gain public confidence. To let consumers know new use of a product already in the market. For example in my country there is this mobile company that decided to include a game in its scratch cards in that after feeding the units in the phone you scratch the C.

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Local advertising When advertising is done only for one area or city, it is called Local Advertising. Some professionals also call it Retail Advertising. It is sometime done by the retailer to persuade the customer to come to his store regularly and not for any particular brand. Examples: Advertisements of Ooo la la, Gupshup (Local FM channels) etc. Classification based on Targeted Markets

Consumer product advertising This is done to impress the ultimate consumer. An ultimate consumer is

a person who buys the product or service for his personal use. This type of advertising is done by the manufacturer or dealer of the product or service. Examples: Advertisements of Intel, Kuttons (shirt), Lakme (cosmetics) etc.

Visual advertising It is done through PoP displays, without text catalogues, leaflets, cloth banners, brochures, electronic hoardings, simple hoardings, running hoardings etc. Audio-visual It is done through cinema slides, movies, video clips, TV advertisements, cable TV advertisements etc. Written advertising It is done through letters, fax messages, leaflets with text, brochures, articles and documents, space marketing features in newspapers etc. Internet advertising The world wide web is used extensively to promote products and services of all genres. For example Bharat Matrimony, [Link], [Link] etc.

Industrial product advertising: This is also called Business-to-Business Advertising. This is done by the industrial manufacturer or his distributor and is so designed that it increases the demand of industrial product or services manufactured by the manufacturer. It is directed towards the industrial customer. Trade advertising This is done by the manufacturer to persuade wholesalers and retailers to sell his goods. Different media are chosen by each manufacturer according to his product type, nature of distribution channel, and resources at his command. Hence, it is designed for those wholesalers and retailers who can promote and sell the product. Professional advertising This is executed by manufacturers and distributors to influence the professionals of a particular trade or business stream. These professionals recommend or prescribe the products of these manufacturers to the ultimate buyer. Manufacturers of these products try to reach these professionals under well-prepared programmes. Doctors, engineers, teachers, purchase professionals, civil contractors architects are the prime targets of such manufacturers.

Verbal advertising Verbal tools are used to advertise thoughts, products, and services during conferences, seminars, and group discussion sessions. Kinesics also plays an important role in this context. Types of Advertising 1. Media : Commercial advertising media can include

wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting: bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Covert advertising: Covert advertising is when a product or brand is embedded in entertainment and media. Television Commercials: The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The majorities of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. Virtual product placement is also possible. Infomercials The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing. Celebrities:

D.

Financial advertising Banks, financial institutions, and corporate firms issue advertisements to collect funds from markets. They publish prospectuses and application forms and place them at those points where the prospective investors can easily spot them. Classification based on Company Demand

Market Demand: Advertising is the total volume that would be bought by a defined customer group, in a defined geographical area, in a defined time period, in a defined marketing environment under a defined marketing programme. Company Demand: It is the share of the company in the market demand. Accordingly, there are two types of advertising, as follows. Primary demand advertising It is also called Generic Advertising. This category of advertising is designed to increase the primary demand. This is done by trade associations or groups in the industry. Primary advertising is done by many companies at the same time, but there is no competition. The idea is to generate a continual demand for the product.

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Selective demand advertising This is done by a company or dealer to increase the company demand. The company would advertise its own brand only. The retailer can also advertise a particular brand. Examples: Titan wrist watch , Hero Honda bike , Sony television etc Classification based on Desired Responses

Direct action advertising This is done to get immediate responses from customers. Examples: Season's sale, purchase coupons in a magazine. Indirect action advertising This type of advertising exercise is carried out to make a positive effect on the mind of the reader or viewer. After getting the advertisement he does not rush to buy the product but he develops a favourable image of the brand in his mind.

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Surrogate advertising This is a new category of advertising. In this type of promotional effort, the marketer promotes a different product. For example: the promotion of Bagpiper soda. The firm is promoting Bagpiper Whisky, but intentionally shows soda. They know that the audience is quite well aware about the product and they know this fact when the actor states, "Khoob Jamega Rang Jab Mil Baithenge Teen Yaar ... Aap ... Main, Aur Bagpiper"). Classification based on the Media used for Advertisements

Audio advertising It is done through radio, P A systems, auto-rickshaw promotions, and four-wheeler promotions etc.

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This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. Media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer's usage of the Internet as well as devices.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam". Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (mind control), and the pervasiveness of mass messages (propaganda). Unpaid advertising (also called publicity advertising), can provide good exposure at minimal cost. As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break.

where all campaigns now require both online and above-theline advertising. These agencies often buy out digital agencies. Now more then ever traditional agencies are looking for a door into the digital world. They are often the only way to extend your brand across all the numerous mediums of todays markets. Search Engine Agencies Lately, search engine marketing (SEM) and search engine optimization (SEO) firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency', however with the creation of ads (either text or image) and media purchases, they do technically qualify as 'advertising agencies'. Recent studies suggest that both SEO and SEM are set to outpace more traditional channels of media spending over the next 35 years. Social media agencies Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are: online reputation management Other Agencies While not advertising agencies, enterprise technology agencies often work in tandem with advertising agencies to provide a specialized subset of services offered by some interactive agencies: Web 2.0 website design and development, Content Management Services, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms. FUNCTION OF ADVERTISING AGENCY:

social media marketing

Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the clients product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.

Recently, there appeared a new promotion concept, "ARvertising"; its supported on Augmented Reality technology. ADVERTISING AGENCY: An advertising agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Types of Advertising Agencies Full-Service Agencies: Full-service agencies are also known as traditional advertising agencies for the client, wherein the client satisfies almost all their advertising or promotional needs with the same organization. This type of agency provides advertising services such as strategic planning, creative development, production, media planning, media buying, and other related services such as sales promotionals, direct selling, design, and branding, etc. Interactive agencies Interactive Agencies May differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space. Interactive agencies function similarly to advertising agencies, although they focus solely on interactive advertising services. They deliver services such as strategy, creative, design, video, development, programming (Flash and otherwise), deployment, management, and fulfillment reporting. Examples of interactive agencies include, R/GA, AKQA, Big Spaceship, Agencynet, Firstborn Interactive, Odopod, eROI, ZOO. Digital and EVB, among others. Tradigital Agencies Tradigital agencies are advertising agencies who are experts in both traditional and digital advertising [1][2]. They offer the best of both worlds and are very useful in todays digital age

Creative Team The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team. An agencys creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.

Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the clients target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives.

Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

STRUCTURE OF AN ADVERTISING AGENCY: The internal arrangement of an advertising agency is mainly divided into three major activity groups, namely- Client relation department, Creative Department and Administrative Department.
BOARD OF DIRECTORS

Newspaper Manager Magazine Manager Radio & TV Manager Outdoor Manager Organisation by Product:Chief Executive Advertising Manager Product X Manager Product Y Manager Product A Manager Organisation by End-user:Chief Executive Advertising Manager Consumer Market Manager Institutional Market Manager Agricultural Market Manager Industrial Market Manager Organisation by Geography:Chief Executive Advertising Manager North Zone Manager South Zone Manager East Zone Manager West Zone Manager Size of the Advertising Department: Some factors are there to decide the size of an advertising department, i.e. The extent of reliance on advertising agencies.. The type of advertising. The number of products and brands to be advertised. The nature & extent of market and the philosophy of the company management. The individual unique situation faced by the company. Functions of Advertising Department:Under normal circumstances the advertising department is expected to perform the following functions: Preparing the advertising budget. Fabrication the advertisements. Making the media plan. Choosing the right advertising agency. Conduct of marketing research. Monitoring the public relations. Advertising Manager: An Advertising Manager develops, implements, and manages the company's advertising strategy, both from a business, sales and technical perspective. It is their job to Initiate and manage discussion and sales with sponsor and agencies. They spend time negotiating agreements with outside sales representatives. managing the development of sales materials, including media kits. They are generally responsible for managing a group of advertising sales representatives. Functions of Advertising Manager:The functions of advertising manager are divided into two parts, i.e. functional and managerial. The functional adverting functions are as under: Preparing the ad budget. Selection of, working with and evaluating the ad agencies. Designing the advertising strategy. Determining the company advertising efforts Evaluating the advertising results The managerial advertising functions are as under Administering advertising department. Setting goals for advertising for advertising. Making advertising understandable. Participation in company mgmt. Representing the organization. Control of advertising expenditure. SELECTION OF AN ADVERTISING AGENCY: Selection of an advertising agency is one of the most important decisions. And there are seven points to be considered while selecting an ad agency for lasting relations, such as Suitability. Facilities. Imagination. Records.

GENERAL MANAGER
Manager Client Relations Department Manager Creative Department Manager Admn. Department

Product Z Manager

Copy Writer

Artists

Radio & TV Director

Researcher

Production Man

New Business Man

Merchandising Man

Accounts Executive

Traffic Department

Media Department

Clerical Department

CLIENT RELATIONS DEPTT: Consists of Accounts executive, New Business Man, and Merchandising Man. The very existence and working of any advertising agency is banking heavily upon the number of advertising accounts it enjoys. At any rate, the clients are to be located, identified, maintained and multiplied as a part of the programme of survival and growth. The growth of an agency is possible when it adds up new accounts and when it increases the quantum of business with the existing clients. That is why client relations department is charged with the sole responsibilities of interpreting the clients to the agency and the agency to the clients. Accounts Executive: An account executive has a group of clients to handle. He directs the actual work that is done for the clients. All these covers the activities of supervising copy, art, checking the work of media department, directing media plans to the satisfaction of the client. New Business Man: CREATIVE DEPARTMENTS: Creative Department: consists of Copy writer, Artist, Radio and Television Director, Research Director & Production Man. ADMINISTRATIVE DEPARTMENTS: Administrative Department: Traffic Personnel, Media Section and Clerical Personnel. ADVERTISING DEPARTMENT The primary purpose of any advertising department is to provide the means by which the job of advertising can be done on most efficient, economical and systematic basis. Organization of the advertising department: The organization of the advertisement, as an integral part , is greatly and deeply influenced by the factors such as

The status of advertising within the company, The types of activities forming the part of advertising function and and

The extent to which the different functions responsibilities of advertising are performed. Organisation by Function:Chief Executive Advertising Manager Copy Writing Manager Media Manager Production Manager Art Manager Organisation by Media:Chief Executive Advertising Manager

Reputation. Management. Method of making payment. MODULE II ADVERTISING AS COMMUNICATION Mass Communication Mass communication is the term used to describe the academic study of the various means by which individuals and entities relay information through mass media to large segments of the population at the same time. It is usually understood to relate to newspaper and magazine publishing, radio, television and film, as these are used both for disseminating news and for advertising. Types of Mass communication: Mass media are media, which can be used to communicate and interact with a large number of audiences. Be it the pictorial messages of the early ages, or the high-technology media that are available today, one thing that we all agree upon, is that mass media are an inseparable part of our lives. Entertainment and media always go hand in hand, but in addition to the entertainment, mass media also remain to be an effective medium for communication, dissemination of information, advertising, marketing and in general, for expressing and sharing views, opinions and ideas. Mass media is a double-edged sword which means that there are positive effects of media as well as negative influences of media. Here are some of the different types of mass media:

Print Media: The print media includes newspapers, magazines, brochures, newsletters, books and even leaflets and pamphlets. Visual media like photography can also be mentioned under this sub-head, since photography is an important mass media, which communicates via visual representations. Although, it is said that the electronic or new media have replaced the print media, there exists a majority of audiences who prefer the print media for various communication purposes. Public speaking and event organizing can also be considered as a form of mas media. Electronic Media: For many people, it is impossible to imagine a life without their television sets, be it the daily news dose or even the soap [Link] mass media includes television and radio. This category also includes electronic media like movies, CDs and DVDs as well as the new hottest electronic gadgets.

New-age Media: With the advent of new technologies like Internet, we are now enjoying the benefits of high technology mass media, which is not only faster than the old-school mass media, but also has a widespread range. Mobile phones, computers and Internet are often referred to as the new-age media. Internet has opened up several new opportunities for mass communication which include email, websites, blogging, Internet tv and many other mass media which are booming today. Characteristics of Mass Communication Five characteristics of mass communication have been identified by Cambridge University's John Thompson. Firstly, it "comprises both technical and institutional methods of production and distribution. This is evident throughout the history of the media, from print to the Internet, each suitable for commercial utility. Secondly, it involves the "commodification of symbolic forms", as the production of materials relies on its ability to manufacture and sell large quantities of the work. Just as radio stations rely on its time sold to advertisements, newspapers rely for the same reasons on its space. Mass communication's third characteristic is the "separate contexts between the production and reception of information", while the fourth is in its "reach to those 'far removed' in time and space, in comparison to the producers" Mass communication, which involves "information distribution". This is a "one to many" form of communication, whereby products are mass produced and disseminated to a great quantity of audiences. Advertisiment Communication Programme-Planning Integrated Marketing Communications (IMC), a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over timeThe concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, microblogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the

marketing mix (product, price, place, and promotion). Integrated Marketing Communications is more than just an advertising campaign, its a whole marketing policy[1] Importance of Integrated Marketing Communication 1. From media advertising to multiple forms of communication. 2. From mass media to more specialized (niche) media, which are centered around specific target audiences. 3. From a manufacturer-dominated market to a retailerdominated, consumer-controlled market. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability, particularly in advertising. 6. From traditional compensation to performance-based compensation (increased sales or benefits to the company). 7. From limited Internet access to 24/7 Internet availability and access to goods and services Building of Advertising Programme Creative Strategy Copy: Advertisement Copy stands for all the written or spoken matter in the advertisement expressed in words or sentences and figures designed to convey the desired message to the target audience. In a print media advertising copy made up of head-line, sub headlines, body of the copy, illustration, logotype, slogan and brand name. The written part of an advertisement is called copy and the visualization part is called as illustration. Objectives of an Advertising Copy: Advertising objectives must be set to guide the creation of advertisements. And for this reason there are two different type of objectives for an advertisement copy, such as direct action and indirect action. Direct action objective of copy is to cause immediate direct action on part of the consumer. That is as soon as the advertisement is observed by the prospect; he responds to it and decides to buy the advertised product or service. Majority of the retail advertisements are those of direct advertsing aim at direct action. In such copies, the USPs are very strongly presented to generate quick and instant buying action on the part of prospects. Indirect action objectives of a copy are to create indirect action on the part of prospects. Such a copy hopes to establish favourable response towards the company and such favourable response may be delayed. It imprints brand or the company name on the advertiser than the competitors. Majority of the institutional and product advertising aim at indirect action. Attributes of an effective advertisement copy: The following attributes should be there while designing of an advertising copy, such as1. It should be brief. 2. It should be clear. 3. It should be apt. 4. It is personal. 5. It is honest. 6. It is conforming. Types of Advertising Copy: Broadly speaking, the advertising copies can be classified into six categories, such as

a.

Institutional Copy: This copy sells not the product nor the service but the name of the business house or the advertiser. The aim is to build the sound of reputation for a selling house or its departments. It seeks to build goodwill through its philosophies, objectives, policies, customer services, conveniences and the superiority of the store over the rivals. Reason why Copy: As the title says, it offers the reasons as to why he or she is expected to buy or go in for a product or a service of advertiser. By stressing the product points of difference and superiority, it endeavors to convince and persuade the reader in reference to those of rivals. It appeals straight to the intellect or the judgment of an individual rather than emotions or impulses. Human interest Copy: This copy appeals to the emotions and the senses rather than the intellect and judgment. Sympathy, fear, affection, love, humor curiosity and other emotional appeals are used to the sense of sight, touch, taste, smell and hearing. Human interest copy tells about the products in relation to the people instead of conforming to the facts about the products. It is again divided into following heads-

b.

c.

Humorous copy: This copy fully exploits the sense of humour. Humour is that quality which produces amusement, laughter, wit, fun .It can be more successful provided it is used carefully.

Fear Copy: Fear is a learnt drive in all human beings. It is strong and resistant to exstinction. A fear copy appeals to the sense of fear and arouses keen interest in protecting property, life and day to day needs. Story Copy: This type of copy must be capable of creating dramatic and vivid impact about the product or service or the institution so advertised. Predicament Copy: It may be humorous, fear type or story type; giving a functional account of the situation. It is that type of copy which demonstrates the product in use. It is also known as narrative copy. It highlights the consumers predicament, discovers a solution, resolves the predicament and then suggests the product use.

d. e.

Educational Copy: The copy designed to educate the prospects. It may be introductory or missionary, depending on a case. When the products are introduced for the first time, they should have warm welcome. Suggestive Copy: A suggestive copy tries to suggest or pinpoint or convey the message of the advertiser directly or indirectly to the readers. Such a copy is like a poem where suggestive language is freely used where the correct meaning depends on how the reader looks at it or interpret it.

f.

Expository Copy: The expository copy is open copy that exposes unlike suggestive copy that conceals. It is so open that facts are given in very simple and clear way so that there is no need for interpretation. Structure of an Advertising Copy: The advertisement copy is made up of the elements such as headline, sub headlines, body of the copy, illustration, logo type, slogan and brand name. These are discussed as below-

Copy Headline: It is one that stands out in the copy by the size or the style of the type in which it is set, the prominence of its location or the white space surrounded by it. It is the essence of the copy boiled down to a few words or a word or a phrase. Functions 1. To attract the attention of the reader. 2. To induce the reader to read the text. 3. To give concise selling message. The copy sub-headline: Copy sub-headlines are the collateral captions that expand the main headline points carrying the readers interest. A step further into the copy story the way the news headline do. It continues, clarifies and completes the headline. Slogans: A slogan is a word or a group of words used regularly by the advertiser to impress the readers of the basic idea about the product or service. It is brief, general and unchanging. It should not be confused with the headline because, slogans can be good headlines but not all the headlines be slogans. The role of slogans: 1. It replaces the headline. 2. It communicates faster. 3. It speaks of company personality. Attributes of good slogans: 1. It is shorter. 2. It is original. 3. It is recallable. 4. It speaks product, brand and producer. The body of the copy: is the text of the copy. It is the amplification of the ideas hidden in the headline. It is one that converts more interest into product or service interest. The guidelines to be followed while writing a copy are: 1. Write the copy for an average man. 2. Arrange ideas in order of priority. 3. Make use of you attitude. 4. Never mispresent the facts and exaggerate. 5. Determine the suitable length of the copy. 6. Call for an action on the part of prospect at the end of the copy. Copy illustration: Illustration is the picture- may be a drawing or a photograph or a diagram or a painting used to gain attention, comprehension and behavioural change.

How to write other display copy How to write body copy Print media requirements Newspapers Magazines Directories Posters and outdoor advertising Product literature How to Write Radio Copy Characteristics of radio copy Conversational style Theater of the mind Tools of radio copywriting Voice Music Sound effects How to Write Television Copy The tools of television copywriting Video Audio Other TV tools Planning the TV commercial: scripts and story boards Key TV decisions Length Number of scenes Key frame ADVERTISING MESSAGE & APPEAL Advertising appeal refers to the central theme, motif or idea of an advertisement which tells the potential consumer what the advertised product or service offers and why it should be purchased. Message refers to words and symbols, may be in a written or oral form which constitute an intelligible communication. Advertising message, on the other hand, refers to the creative component of an advertisement or advertising campaign. The function of the message is to carry out the advertising objectives of the product or service. The message should be based on some Unique Selling Proposition (which is nothing but a promise made in a highly competitive and convincing manner which positions the product clearly in the minds of the consumer). The Message The Message which is the second major components of the advertising message has great deal of persuasive influence on the audience. The two features of a message that influence attitude change among audience are

1. 2.

The message structure: which deals with the organization and arrangement of the various elements of a message.

The message appeal: addresses itself at some needs and desires of the audience. The message structure When the most important points of a message are places at the end of the message it is called a CLIMAX ORDER. When the most important points of a message are placed at the beginning of the message, it is an ANTI CLIMAX ORDER.

When the most important points come in the middle of the message, it is called a PYRAMIDAL ORDER. The Message Appeal The message appeals can be grouped into two main categories, such as-

1.

Product-oriented appeals: This utilizes the product features & functions or may compare the same with the competitors one. Consumer-oriented appeals: are directed at the audiences attitudes, faiths and beliefs. It may emphasize the attitudinal and behavioural pattern of the audience, the life styles of the audience or their social image. SOME OTHER APPEALS It is found that in actual practice, a large number of ads use emotional appeals. It is also found that the emotional appeals belong to many different types depending on the particular emotion to which the message is directed. Following are the commonly seen categories of emotional appeal1. Appeals evoking pleasant sensations and moods. 2. Appeals evoking sense of luxury/distinctiveness. 3. Appeals building an atmosphere of fantasy. 4. Humour appeal. 5. Fear Appeal. HOW CAN AN APPEAL BE MORE PERSUASIVE & INFLUENCIAL? It must be thematically sound.

2.

Identification marks: Each producer uses identification marks in the form of a trade name or a trade mark or brand name. In addition to identification marks many a times, a logo-type is used. Copywriting for Print Copy elements How to write headlines

 It must be communicative. It must be interesting. It must have credibility. It must have finality and be complete. It must contain truthful information. AIDA Concept: AIDA Concept: attention, interest, desire and action (AIDA) in advertisement. given by Elmo Lewis in 1898 the first advertising model. AIDAS concept is a milestone of traditional as well as online sale, serving as a framework to reach communication goals. Formerly, it was punched as AIDA, but recently, 'S' has been added. It is signified as; A------Attention or awareness (catching the attention of customer) I--------Interest (Raise customer's interest by showing features, benefits and advantages) D------Desire (Convince customer to buy product as it will satisfy their need and desire) A------Action (Leads customer to take some action) S------Satisfaction (Satisfy and retain the customer by departing after sales services) Advertising seeks to move potential buyers through these stages. Goal of any promotion for profit or non-profit get audience to take action. AIDA model outlines way to achieve goal in terms of the degree or stages of consumer involvement with the message. Think back to consumer behavior. Information search Interest in the product/service Desire Product features, superiority, brand name Action buy it, donate, use it, etc. Just like understanding consumer behavior analysis helps with marketing strategy, understanding AIDA helps signal what mix of promotional elements to use Where are most consumers in the AIDA process I.e., just need a little push to buy the product, start with promotion (coupons, samples) Each promotional mix element has its strengths

AIDA and the Promotional Mix: Attention Advertisin g Public Relation Sales Promotion Personal Selling Very Effective Very Effective Somewhat Effective Somewhat Effective Interest Very Effective Very Effective Somewhat Effective Very Effective Desire Somewhat Effective Very Effective Very Effective Very Effective AIDA Action Not Effective Not Effective Somewhat Effective Very Effective OBJECTIVES

STAGES OF PRODUCT LIFE CYCLE INTRODUCTION GROWTH & MATURITY SATURATION & DECLINE

ADVERTISIN G OBJECTIVES INFORMATIVE PERSUASIVE

ATTENTION & INTEREST DESIRE & ACTION ALL THE FOUR CATEGORY OF AIDA

INCREASE IN SALES INCREASE MARKET SHARE CORPORATE IMAGE

REMINDER

Radio Jingles Radio advertising performance was experimentally investigated to determine whether music format can moderate the persuasive effect of ads for low involvement type products. Recall, attitude toward the product, attitude toward the advertisement, and behavioral intention scores each provide support for the research hypothesis. As predicted, a highly involving music format produced the most consistently favorable effects for the products tested.

Module-III ADVERTISING MEDIA Advertising media is one of the most important areas of decision making in advertising is choosing right medium/ media. Medium/Media is/are the way by which the advertiser sends his total advertising message to the target audience in an effective way. Each of the mass media has specific characteristics, potentials and liabilities that must be taken into consideration when selecting a medium for advertising effort. TYPES OF ADVERTISING MEDIA For the purpose of creating a set of cases that might be used in exploring a typology of communication media, fifty-two different forms of communication have been identified. Traditional Media Of the fifty-two, fourteen might be thought of as traditional media. All either predate the technological innovations of the late nineteenth century or directly derive from media that does. These traditional media include the following: Face-to-Face (Dyadic): Communication between at least two, and at most a few, people who are physically propinquitous. Its the kind of communication that most people engage in most commonly (e.g. talking to our friends, families, neighbors, and business associates one on one). Face to Face communication has the highest physical bandwidth of any form of communication, with all of the five channels (including both verbal and nonverbal channels) available. Small Group: Small group communication is a clear derivative of face-to-face communication in which the biggest differences are bandwidth (smell/taste exits the picture as effective channel), and distance (distance must be measured in feet and sometimes tens of feet). Public Speaking: Public Speaking is communication from one or a few people that is directed at a larger physically propinquitous group. Notes, Memos, and Letters: A note can be regarded as a short document, usually no more than a few sentences long, that is most generally passed directly from the source to the target. These characteristics make notes fairly quick and highly interactive. Letters will typically be transmitted long distances by mail in an envelope, and will almost never be hand-delivered to the target by the source. These characteristics make letters a much slower and less interactive communication medium than notes. Memos fall someplace in between, and are generally regarded as a mode of informal business communication. Memos are frequently used to document conversations or to serve as a reminder of coming events. Newspapers, Newsletters, and Magazines: The most remarkable of these media, in many ways, is the daily newspaper, an often substantial document which manages to repeat this process every 24 hours. The weekly newspaper, by contrast, is a very different document to keep up with late breaking events, and a much smaller staff can be focused on covering the local events of a town or industry. Magazines, which most typically appear on a monthly basis can be thought of as slick, high volume newsletters that target a narrow area that interests a mass audience. Journals: Journals are, with very few exceptions, scholarly publications with narrow specialties, small circulations that rarely exceed thousands, and extremely long lead times which are often measured in years. Books: A book is a one shot communication media in which one person generally attempts to deliver an extended message to a lot of people. Lead times for book publication are usually fairly long, and are typically measured in months. When pressed, however, a publisher with a "hot" property can bring a book to market within a week. Art: Art uses a single channel (sight) to communicate its message, but some three dimensional forms which we will loosely clump under the name dioramas, involve two channels (sight and touch). Technologically Mediated Systems Another twenty-four media, almost all of which have emerged within the last one hundred years, can be labeled as technologically mediated communications systems. These media include: Telegrams, Telex, and Facsimile: Each of these media is a high speed hard copy substitute for written correspondence. Telex and facsimile are distinguished from telegrams by their relatively direct delivery systems. Messages originate from, and are delivered to, equipment that is generally located directly at the business location of the source and target. Telex concentrates on messages, and is distinguished from telegrams only by its relatively direct

delivery system. Facsimile concentrates on image data (including text images). Tape Letters, Recordings, and Video Recordings: Tape and record formats that are currently available are taken into account, three forms of communication stand out. Recordings and Video Recordings, whether distributed by record or tape, are basically one way mass media. What we will call tape letters, the recording and mailing of a spoken letter, is essentially an interpersonal media. Filmstrips, Beeping Filmstrip, and Multi-Media: Each of these media, which can be presented as foils, slides, or a continuous "filmstrip" are fundamentally built of still pictures that are sequences toward some effect. The "beeping filmstrip" is more complex, as it is coordinated with an oral script which is sometimes, but not always, prerecorded. The multi-media presentation often involve the coordination of several distinct series of images, with each series projected simultaneously. Silent Film, Film, and Film with Subtitles: Silent film is essentially a non-verbal media, and although many silent films are sprinkled with dialogue subtitles, they are generally secondary to the action. Film (or talking pictures) coordinates recorded sound to the action, and effectively killed silent film as anything but a recreational medium the day it first succeeded. Film with subtitles is an adaptation of the film media for audiences that do not understand the language spoken in a film, and written communication is central to the presentation. Automatons and Talking Automatons: Walt Disney didn't invent the idea of three dimensional figures that moved and acted like people or animals, but he and his associates certainly perfected the technique. Some of the many many such figures that can be found at Disneyland and other Disney Attractions talk as well as move. Many simply move. But they unquestionably communicate in either case. Radio and Television: Radio is a voice only media, and can be usefully differentiated from talk radio, which, because of its creative use of the telephone as a medium of limited audience interaction, is somewhat interactive. Television, like film, combines voice and image, but unlike film, delivers its message directly to the target or targets address. Intercom, C.B., Ham Radio, Telephone and TeleConference: These five media are all voice only interactive media that provide a long distance analog to face-to-face communication and, in the case of teleconferencing, small group communication. All involve a single verbal communication channel that permits rapid communication between two or more people. Video Phone and Video Conference: The videophone is a failed two channel (voice and image) alternative to the telephone that will probably reemerge as a successful communication medium at some point in the future. The Video Conference is a somewhat more successful variant on the VideoPhone that allows small groups in diverse locations to hold a joint meeting. Computer Mediated Systems Electronic Quips: Electronic quips were the first form of computer mediated human communication, and are often used by computer operators to warn users of impending problems and shutdowns. When electronic quips are used in this way to broadcast messages to large numbers of users, the quip can serve as a mass media event. The speed and flexibility of electronic quips make them highly interactive, however, and it is possible to have a very good conversation by "quipping". Electronic Mail: The computer mediated equivalent of letters or memos, with very similar characteristics to letters in every area except speed and interactivity. This speed makes electronic mail considerably more interactive than the traditional letter is, with the level of interaction limited less by the characteristics of the media than by the habits of the interactants. Voice Mail: A voice-only equivalent to electronic mail in which the source can record a message which is delivered to the target at either a predetermined point in time or at the convenience of the target. Electronic Bulletin Board: A computer based equivalent of the bulletin board; a place where messages of general interest can be posted and read at the convenience of the end user. These bulletin boards can be thought of as the functional equivalent of a daily newspaper, and although they can often be updated more frequently than that, daily updates are a common characteristic of electronic bulletin boards. On-line Information: On-line information can also be readily and automatically searched for key words, making it possible to find specific existing information very quickly.

This search capability has changed the nature of what a database can contain as well, and on-line databases are increasingly devoted to maintaining information that would never have existed in a database without the computer. Electronic Publishing: Publishing a document on-line is becoming a trivially simple event, especially given the convenience of creating and editing documents on computers. The publishing frequency and style of print that differentiate traditional print media are the result of economic forces, including the cost of subscriptions and the size of the subscriber base, and the resulting product is clearly recognizable, not only by how often it is published, but by the quality of the paper used, the way it is bound, and how it looks. Compound Documents: Compound document forms should include:

Voice over data: In this media, the source of a message can annotate documents verbally, providing an easy method for emphasizing key ideas.

Mixed text and graphics: High quality hard copy documents mix text and graphics on the same page. Computer media are increasingly capable of handling documents that are formatted in this manner. Voice over mixed text and graphics: By extension, it should also be possible to voice annotate documents composed of mixed text and graphics in the near future. Asynchronous Computer Conversation: Conversation is "character asynchronous" where a character typed by either person is immediately transmitted to the other computer and displayed. Character asynchrony is probably an undesirable characteristic from the standpoint of maintaining an orderly conversation. Computer Synchronized Conversation: Allow each interact to talk whenever they want to with confidence that the message will reach the other person intact as it is being written, and without fear of having their words destroyed. Maintain the words of all participants in a single orderly transcript, so that participants can review the comments. Cooperative Composition: Cooperative composition is an interactive medium that extends computer conversation by allowing interactants to work on a project together. They might, for instance, write a document together, build and test assumptions within a mathematical model, draw a picture, or even act as a team in reading an interactive novel. Computer Conferencing: Computer conferencing is a medium where people read and append from wherever they are at their own convenience. There is often no set agenda beyond a statement of what the conference is about and where discussion cannot go. The agenda is set by the interests of the participants, and the discussion goes where those interests lead. Media Planning Media Planning refers to an analytical method for taking media decisions, and describes the process of taking the message across to the target audience at the right time and place and using the right media vehicle. Media planning refers to the process of selecting media time and space to disseminate advertising messages in order to accomplish marketing objectives. Role of Media Planners: Media planners often see their role from a brand contact perspective. Instead of focusing solely on what medium is used for message dissemination, media planners also pay attention to how to create and manage brand contact. 1. Media planners often define the communication goals of a media plan using the three interrelated concepts of reach, gross rating points, and frequency. 2. Media planners are making more use of product placements now, in lieu of advertising insertions. 3. Media planners can set communication goals based on the level of reach. That is, how many of the target audience should be reached with the media plan 4. Media experts suggest high reach is appropriate when something new is associated with the brand, such as new features, new sales incentives, new packaging or new service opportunities. Objectives Media planning is a four-step process which consists of 1. setting media objectives in light of marketing and advertising objectives,

2. developing a media strategy for implementing media objectives, 3. designing media tactics for realizing media strategy, and 4. proposing procedures for evaluating the effectiveness of the media plan. Media Strategies Media planners make three crucial decisions: where to advertise (geography), when to advertise (timing), and what media categories to use (media mix). Moreover, they make these decisions in the face of budget constraints. It is the job of media planners to formulate the best media strategies -- allocating budget across media categories, geographies, and time. Developing the Media Plan: Market Analysis Establishment of Media Objectives Media Strategy development & implementation Evaluation & Follow-up Criteria Considered in the Development of Media Plans: The media mix Target market coverage Geographic coverage Scheduling Reach versus frequency Creative aspects and mood Flexibility Budget considerations Problems in Media Planning: Insufficient information Inconsistent terminologies Time pressures Difficulty measuring effectiveness Media Selection Whether media planners select media concentration or media dispersion, they still must pick the media category(ies) for the media plan. Different media categories suit different media objectives. Most media options can be classified into three broad categories: mass media, direct response media, and point-of-purchase media. A media planner's choice will depend on the media objectives. If the media planner wants to create broad awareness or to remind the largest possible number of consumers about a brand, then he or she will pick mass media such as television, radio, newspaper and magazine. If the media planner wants to build a relationship with a customer or encourage an immediate sales response, then direct response media such as direct mail, the Internet and mobile phone are good choices. The creative requirements of a media category also affect media planners' decisions. Each media category has unique characteristics. Media planners need to consider which media categories provide the most impact for their particular brand. The costs of developing creative materials specific to each media category can also limit media planners' use of the media dispersion approach. In selecting Media, Advertisers should consider four basic elements, such as: The advertising objectives. The circulation of the media. The cost of the media. The nature of the message. We, therefore, must have a systematic method: To decide which media to use. To decide which specific media vehicle to use. To decide how to use the media. To decide when to use them. To decide where to use them. Media Evaluation Media evaluation is a discipline of the social sciences and centres on the analysis of media content rating the exposure using a number of pre-designated criteria commonly including tonal value and presence of key messages. It is said to be one of the fastest growing areas of mass communications research. Evaluating Media Effectiveness Accountability is increasingly important in media planning, as more advertisers expect to see returns on their investments in advertising. Because media spending usually accounts for 80 percent or more of the budget for typical advertising campaigns, the effectiveness of media plans is of particular importance. As a result, media planners often make measures of the effectiveness of a media plan an integral part of the media plan. Although sales

results are the ultimate measure of the effectiveness of an advertising campaign, the sales result is affected by many factors, such as price, distribution and competition, which are often out of the scope of the advertising campaign. It is important, therefore, to identify what measures are most relevant to the effectiveness of media planning and buying. What to Measure Because of the hierarchical nature of the media effects, the effectiveness of media planning should be measured with multiple indictors. The first measure is the actual execution of scheduled media placements. Did the ads appear in the media vehicles in agreedupon terms? Media buyers look at "tear-sheets" -- copies of the ads as they have appeared in print media -- for verification purposes. For electronic media, media buyers examine the ratings of the programs in which commercials were inserted to make sure the programs delivered the promised ratings. If the actual program ratings are significantly lower than what the advertiser paid for, the media usually "make good" for the difference in ratings by running additional commercials without charge. The most direct measure of the effectiveness of media planning is the media vehicle exposure. Media planners ask: How many of the target audience were exposed to the media vehicles and to ads in those vehicles during a given period of time? This question is related to the communication goals in the media objectives. If the measured level of exposure is near to or exceeds the planned reach and frequency, then the media plan is considered to be effective. Several additional measures can be made of the target audience, such as:

Brand Awareness: how many of the target audience are aware of the advertised brand? Comprehension: does the target audience understand the advertised brand? Is there any miscomprehension? Conviction: is the target audience convinced by ads? How do they like the advertised brands?

Action: how many of the target audience have purchased the advertised brand as a result of the media campaign? The measured results of brand awareness, comprehension, conviction and action are often a function of both advertising creative and media planning. Even effective media planning may not generate anticipated cognitive, affective and cognitive responses if the ads are poorly created and not appealing to the target audience. On the other hand, ineffective media planning may be disguised when the ads are highly creative and brilliant. Thus, these measures should be reviewed by both creative directors and media planners to make accurate assessments of the effectiveness of the media plan. Measuring Advertisement Effectiveness The measurement of the effectiveness of a media plan can be conducted by the advertising agency or by independent research services, using methods such as surveys, feedback, tracking, and observation. Each method has its strengths and weaknesses.

Surveys can be conducted among a sampling of the target audience in the different periods of a media campaign, such as in the beginning, the middle and the end of the campaign. Surveys can ask questions about the target audience's media behavior, advertising recall, brand attitudes and actual purchase.

Feedback: Besides surveys, feedback can be collected to measure the media and ad exposure of the target audience. Feedback devices such as reply cards, toll-free numbers, coupons and Web addresses can be provided in ads so that tallies of the responses or redemptions can be made to estimate the impact of advertising media. Advertisers often use a different code in direct response ads to identify different media vehicles. One advantage of surveys over feedback devices is that surveys reach people who have taken no action on the product, whereas feedback devices require the consumer to mail back, click or call a toll-free number. In this way, surveys can help media buyers evaluate the effectiveness of an ad in relation to other ads, whereas feedback devices help them evaluate the effectiveness of one media vehicle over another.

Tracking is measurement method that media buyers use to track the effectiveness of online ads. When a user visits a Web site or clicks on a banner ad, Web servers automatically log that action in real time. The logs of these visits and actions are very useful for media buyers, because the buyers can use them to estimate the actual interaction of audience members with the interactive media.

Observation: Finally, in the physical world, media buyers can use observation to collect audience reaction information at the points of purchase or during marketing events. For example, researchers can be stationed in grocery stores to observe how consumers react to in-store advertising or how they select an advertised brand in comparison of other brands. The advantage of observation is that it provides rich, detailed data on how consumers behave in real situations in response to the marketing communication. The downside is that direct observation is more costly to conduct and tabulate. Methods for Evaluating Advertising Effectiveness Recall and recognition are the methods which are usually used to establish if a person has been exposed to advertising or not. Recall tends to greatly underestimate exposure. Recognition, though coming much closer to actual exposure, has severe practical limitations, especially for radio commercials and in terms of the number of advertisements that can be tested at a time. AD impact is a method offering an alternative way of establishing probable exposure to advertising, which is independent of the respondents' ability to recall or recognize the advertisements they have seen or heard. Testing: Testing is done through the use of different kinds of tests designed for each time dimension. Therefore, these methods or tests can be pre testing and post testing methods.

d.

e.

1.

Pre-Testing: Actions taken before the campaign is executed. Pre-testing can help companies improve their ads and save them money before it is too late. However, many marketers the skip pretesting because many believe being first in the market offers them an advantage over competitors, so they forgo the research.

a.

Check List Method: A typical check list provides rating scale or basis for ranking ads in terms of the characteristics. These characteristics may be honesty, attention getting, readability, reliability, convincing ability, selling ability and the like. The ads to be tested are checked against these factors, weighted and the scores are determined. The ad with the highest score is considered s the best. MERITS: It goes by ad qualities. It is easy to administer. It is economical. DEMERITS: It is subjective evaluation. No list is all inclusive. Unreliable results. Opinion test/Consumer Jury Test: Here in this test, the preference of a sample group of typical prospective consumers of the product or the service for an advertisement or part of it is obtained. The members of the jury rate the advertisements as to their headlines, themes, illustrations, slogans by direct comparison. MERITS: It is speedier in getting results. It is economical. It is easy to administer. DEMERITS: The making may be relied as biased one. Findings are far from reality. It is a subjective method. Dummy Magazine and Portfolio Test: Dummy magazines are used to pretest the advertisements under the conditions of approximation, resembling normal exposure. These magazines are distributed as a sample of house holds who are asked to read within a stipulated time and after a given time interval, interviews are conducted. From these interviews, recall scores are determined. The ad with the highest recall score is judged as the best. MERITS: Possibility of quick results. Simplicity in administration Better evaluation in the back drop of control ads. DEMERITS: Subjectivity in ranking. It is costlier to test.

Inquiry test: It involves running two or more advertisements on a limited scale to determine which is the most effective in terms of maximum inquiries for the offers made. These inquiry tests are used extensively to test copy appeals, copies, illustrations, offers and other components. The element to be tested is changed keeping all other elements constant. For instance if the headline is to be checked, all other components like theme, illustration, slogans, are kept as they are except the headline. Then the magazine is to be selected to run the best ads and this magazine is to be fully representative of other magazines. MERITS: Break up picture is possible. Simplicity in administration. Rankings are reliable. DEMERITS: It is time consuming. It is costly. It is a subjective test. Mechanical tests: These tests are objective unlike all other tests so far as discussed. These help in providing good measures as to how respondents eyes and emotions are reacting to a given advertisement. These mechanical devices are eye movement camera, percept scope, psycho galvanometer and tachistoscope. MERITS: Accurate results because of objectivity. Simplicity in administration. Hidden responses are surfaced. DEMERITS: Costlier Time consuming. Warrant experts to interpret.

Unreliable results.

2.

b.

c.

Post-Testing: Occurs after the ad has been in the field. It is designed to determine if the campaign is accomplishing the objectives required and to serve as input of how well its doing. a. Inquiry Tests: It is controlled experiment conducted in the field. In inquiry test, the number of consumer enquiries produced by an advertising copy or the medium is considered as the measure of its communication effectiveness. Therefore, the number of inquiries is the test of effectiveness which can be produced only when the advertising copy or the medium succeeds in attracting and retaining reader or viewer attention. MERITS: Good response because of complimentary. It is easy to operate. Detailed information. DEMERITS: It is costlier. It is time consuming. Possibility of biased information. b. Split-run Tests: A split-run is a technique that makes possible testing of two or more ads in the same position, publication, and issue with a guarantee of each ad reaching a comparable groups of readers. It is a modification over the inquiry test. Here, the advertising copy is divided into two or more elements, say, appeal and layout, and is inserted in a media vehicle with different keyed address using post box numbers. The readers are encouraged to send their enquiries to the keyed addresses. The copy producing the largest enquiries is rated as the most effective. MERITS: It gives a break-up picture. Quick results. It is easier to administer. DEMERITS: It is more suited to print media. It operates in case of educated respondents. It is costlier. c. Recall Tests: Recalling is more demanding than recognizing as a test of memory. It involves respondents to answer as to what they have read, seen or heard without allowing them to look at or listen to the advertisement while they are answering.

MERITS: It measures the lasting impression. The results are true. It is easy to administer. DEMERITS: It is memory based, and therefore, cant be relied. Much stress on attention than selling power. It is costlier. d. Sales test: It represents a controlled experiment under actual field conditions than simulated. It attempts to establish direct relationship between one or more variables and sales of a product or a service. It facilitates testing of one ad against another and one medium against another. This method needs selection of test and control cities. e. Banner views: The number of times a banner has been viewed. Almost the same as "page views," but some banner server programs don't count the banner view unless the visitor stays on the page long enough for the banner to be fully downloaded from the banner server. Measurement of Print Media In order to meet the new demands in media research in all kinds of markets GfK Telecontrol AG has developed a new technology system based on its experience with existing products but further enhanced according to the latest findings and requirements. The state of the art measurement systems in operation all over the world include both fixed meters used for at-home TV measurement (e.g. the fix meters with multiple recognition technologies such as frequency measurement, coding, visual recognition technology and substitution of devices) and portable meters used for TV, radio, print, poster and cinema research (Telecontrol Mediawatch with audio matching technology). The new GfK Telecontrol AG measurement system, called UMS (Universal Meter System), combines all measurement tools and its measurement technologies, which enables an entire and customized recording of media usage. In other words, the new Telecontrol fix meter (UMX) at home, the portable meter Mediawatch (MW) together with a new Internet measurement tool (USX) can be combined, so that the entire data flow converges in one single data centre by forming an entire system. The outstanding characteristic of this combination, from a technical point of view, is the fact, that only one data centre is necessary for the whole data collection (polling, data processing etc.). From the users point of view, the data acquired with the new measurement system, is similarly structured and uniformly prepared. Data correction is also carried out uniformly and research designs are freely adaptable GfK Telecontrol AG's new meter system UMS

Modular system. One major improvement of the new meter technology is its flexibility. The system can initially be bought as a base-unit and, when demand arises, gradually be equipped with additional tools, like f.e. a different measurement technology in the fixmeter and/or portable meters, without having to change the whole system.

No need to buy all in once. As the UMS is a modular and scalable system, there is no need for the customer to buy all in once. Depending on the requirements of the market the set-up of a media research design can be carried out firstly with basic equipment. If the requirements increase, the measurement system can be upgraded very easily. Future orientation. With its high flexibility it enables to adapt the measurement system to the general market requirements and the ever changing media landscape and so guaranteeing a state of the art electronic media measurement system and investment safety for our clients. E-ADVERTISING E-Advertising/Online advertising is an add-on to mainstream marketing strategy. The internet only has a niche audience. Through online advertising, or e-advertising, advertisers have attempted to meet one or a combination of their communication objectives. These e-business communication objectives are achieved by means of web banners, sponsorships, pop-ups/popdowns, interstitials, push technology and hyperlinks. Creating awareness on the Internet, of either a company or new product, is much easier and cheaper than exploiting other types of media. The Internet is a useful tool for companies that want to break into the international market, or have a limited budget, and want to create awareness of their company or products. Banner advertisements are mainly used to create awareness, recognition of the company or to entice users to explore a company website. A number of studies have reported that less than one percent of consumers are affected by these banners. Sponsorship on the Internet, like sponsorship outside the web, is a very common type of advertising. There are two types of sponsorship on the Internet: Regular sponsorship is when a company pays to have their name on a section of a website, Content sponsorship has an involved role in the content of the page as well as having their name on the site. Pop ups and pop downs are small windows that appear when users visit certain websites. Pop ups are the windows that pop up on the users screen whilst pop downs are the windows that pop down on the screen. These tools are employed for the same reason as the banner advertisements: to create awareness or recognition of the company or product, or to entice users to explore a company website. Objectives of e-advertising: developing brand awareness and recognition (brand equity) collecting valuable data from consumers cutting down on advertising costs conducting one-to-one advertisement experimenting with direct sales of commodity-type products selling customized beauty products to individuals Approach includes: research development investment in hundreds of products simultaneously developing marketing partnerships investing in promising start-ups joining B2B marketplace Uses interactive Sites to conduct Data Mining on Web Data build brand equity and awareness test the waters for direct sales to customers collect valuable data from consumers Information Helps Curtail marketing and advertising expenses by enabling the company to target consumers more precisely and economically. The Results most improvements achieved by its Web advertising strategy are qualitative Issues related to Online Advertising advertising can be conducted in several different ways there are many options of where and how to use such methods It is difficult to measure quantitative results of online advertising as well as the relationship of advertising to market research online the possibilities of one-to-one advertisement and product customization possibility of relating advertising to direct sales online

UMX: Fixed meter to measure TV consumption. Uses audio matching, audio coding, frequency recognition (intrusive and non intrusive), analogue and DVB-T substitution, screen interface processing (SIP) only one of them or in combination. Mediawatch: Portable meter to measure TV, radio, print, outdoor, place of consumption. Uses audio matching, audio coding, RF recognition, active data entry.

USX: Internet measurement to measure all media consumed via internet (internet radio- and TV-streaming) out of home, in home. Uses an usb stick with measurement functionality. Strengts of UMS

Measurement of all distribution platforms and distribution vectors and its recognition. By combining the different recognition technologies all distribution platforms over all vectors can be measured and identified.

Cross-media measurement with one system. As the UMX, the Mediawatch and the USX build one system, which enables to measure TV, Radio, Print and Internet usage, cross-media measurement becomes feasible within a singlesource system and comparable data output.

Measurement of time shifted viewing/listening. The possible implementation of the coding technology enables to measure also time-shifted viewing or listening of media content.

Measurement of at home and out of home viewing/listening. The flexibility of the whole UMS and its possibility of various research designs enables to measure and identify of at home and out of home media consumption.

Measurement of special target groups. The possibility to use differently equipped meters within a panel enables to run a sub-panel of a special target group for example a high-class sub-panel.

Internet Advertising Terminology

ad views: The number of times users call up a page that has a banner on it during a specific time period; known as impressions or page views button page Click (click-through or ad click): A count made each time a visitor clicks on an advertising banner to access the advertisers Web site CPM (cost per thousand impressions): The fee an advertiser pays for each 1,000 times a page with a banner ad is shown Hit: Request for data from a Web page or file Visit: A series of requests during one navigation of a Web site; a pause of request for a certain length of time ends a visit Unique isit: A count of the number of visitors to a site, regardless of how many pages are viewed per visit

important when the brand can offer unique physical benefits or features. Approaches to setting the advertising budget

Method (1) Fixed percentage of sales: In markets with a stable, predictable sales pattern, some companies set their advertising spend consistently at a fixed percentage of sales. This policy has the advantage of avoiding an advertising war which could be bad news for profits. However, there are some disadvantages with this approach. This approach assumes that sales are directly related to advertising. Clearly this will not entirely be the case, since other elements of the promotional mix will also affect sales. If the rule is applied when sales are declining, the result will be a reduction in advertising just when greater sales promotion is required!

Stickiness Characteristic that influences the average length of time a visitor stays in a site. Why Internet Advertising? Television viewers are migrating to the Internet Statistics are not readily available on ads in a print publication or on TV Cost Richness of format Personalization Timeliness Participation Location-basis Digital branding E-Mail Advertising E-mail advertising management includes: preparing mailing lists Deciding on content measuring the results E-mail advertising methods and successes: E-mail promotionsE-Greetings Network ([Link]) Discussion listsInternet Security Systems (ISS) E-mail list managementL-Softs Listserv Advertising in chat rooms: vendors frequently sponsor chat rooms advertisers cycle through messages and target the chatters again and again advertising can become more thematic used as one-to-one connections between a company and its customers Barriers to advertising online Unsophisticated research tools mentioned in highest frequency FMCG also mentioned difficulty in comparing to other media in a large amount Only 3 out of 16 advertisers include internet in brand or media influence studies Many advertisers struggle to link online advertising to key marketing and business metrics MODULE-IV ADVERTISING BUDGET The following are the five factors that are considered while setting the advertising budget:

Method (2) Same level as competitors: This approach has widespread use when products are wellestablished with predictable sales patterns. It is based on the assumption that there is an industry average spend that works well for all major players in a market. A major problem with this approach (in addition to the disadvantages set out for the example above) is that it encourages businesses to ignore the effectiveness of their advertising spend it makes them lazy. It could also prevent a business with competitive advantages from increasing market share by spending more than average.

Method (3) Task: The task approach involves setting marketing objectives based on the tasks that the advertising has to complete. These tasks could be financial in nature (e.g. achieve a certain increase in sales, profits) or related to the marketing activity that is generated by the campaigns. For example: o Numbers of enquiries received quoting the source code on the advertisement o Increase in customer recognition / awareness of the product or brand (which can be measured) o Number of viewers, listeners or readers reached by the campaign Method (4) Residual: The residual approach, which is perhaps the worst of all, is to base the advertising budget on what the business can afford after all other expenditure. There is no attempt to associate marketing objectives with levels of advertising. In a good year large amounts of money could be wasted; in a bad year, the low advertising budget could guarantee a further low year for sales. Procedure for Setting Budget Advertising budgets are usually determined in one of four ways:

1.

By matching the competition. The rationale goes something like this: "We know what Consolidated is spending so we'd better not do any less (lest we lose market share) or more important (lest we eat into profits)."

2.

By decree. The president of the company (or its financial management) evaluates available resources, past advertising budgets, very frequently other spending priorities, etc. then allocates an "appropriate" amount.

3. 4.

Th e Percentage of Sales Method, which relates the advertising budget to some arbitrary percentage of revenue. By the Preferred Outcome Method. This approach considers known data and reasonable assumptions tempered by judgment and common sense to reach a realistic budget that will achieve the desired marketing results. Items to be Charged in Advertising Budget

Stage in the product life cycle: new products typically receive large advertising budgets to build awareness and to gain consumers trial. Market share and consumer base: the brands having a high market share usually require less advertising expenditure whereas for products whose brand needs to be built, requires larger advertising expenditure. Competition and clutter: In todays competitive market, where there are a large number of competitors, a brand must advertise heavily to be heard. Advertising frequency: the number of repetitions that need to be made to put across the brand message to consumers has an important impact on the advertising budget. Product substitutability: brands in the commodity class require heavy advertising to establish a different image. For example, cigarettes, beer, soft drinks. Also advertising is

All paid media advertising - Magazine, TV, radio, newspaper, etc. that contributes to the marketing function. As an example, Help Wanted advertising would not be included.

Production expense - Art, photography, talent fees, ad preparation charges, agency fees and miscellaneous expenses related to preparing the paid advertising. Collateral material - Brochures, mailing pieces, catalogs, etc. intended to associate positive feelings with the company's products, brands or services. Internet expense - Website design, maintenance and hosting expense are included to the extent that they are incurred for marketing communication. Add in Internet

marketing expense (banner ads, etc.) and e-mail marketing, too.

The mission of online marketing communication is to bring eager customers to the website where they can learn more about your products or purchase them. As the Internet continues to evolve, marketing communication represents a single aspect of a much larger presence on many company websites. The cost of modules like customer relation management (CRM) and inventory management should typically be charged to the appropriate departments.

E-commerce presents further issues. An e-store replaces or supplements the company's conventional "bricks and mortar" outlets. Perhaps the associated expense should be placed in an account similar to rent & utilities!

Public relations - that advances the marketing process is included. Preparation of an investor relations newsletter, for example, should not be. Trade show display and booth expense - Although many displays perform more of a sales promotion function, a well-designed exhibit enhances the product story. To the extent that this is so, the cost to create a display and the cost of booth rental are reasonably charged to the marketing communication budget. The sales staff's travel and entertainment expense, however, should be charged to the sales department. Charging these items to the marketing communication budget creates a huge aberration, particularly for a company with a small advertising budget. I will expand on this in the next section SELF REGULATION IN ADVERTISING: ADVERTISING is one of the major tools companies use to direct persuasive communication to target buyers. Advertising is recognized by the courts as a form of "commercial speech" which "does no more than propose a commercial transaction." "Commercial speech "must be regulated if it is misleading, if it concerns an illegal product or if there is substantial evidence that it is against the interest of the community. Though advertising plays a very important role in our lives, it is constantly bombarded with criticism. It is accused of encouraging materialism and consumption, of causing us to purchase items for which we have no need, of taking advantage of children, of manipulating our behaviour, of using sex to sell, and of generally contributing to the downfall of our social system. In some parts of the world, governments have a negative attitude towards marketing in general and advertising in particular as these governments feel that consumers are at a severe disadvantage to the skills of advertising experts and, therefore, they deserve special protection. Consumer protection is one of the major rationales used for regulating advertising around the world. Advertising Laws and Ethics It is obvious that some knowledge of law is necessary for every individual living in a civilized society. Advertising Laws fills the long-felt need of having all the laws concerning advertising in one single volume. To that extent, it is a pioneering effort in India, though developed countries have labored enough in this area to produce very detailed treatise for their use. Issues: To understand these regulations, a host of issues need to be addressed. One central issue is definitional

What is deception? How many people need to misunderstand an advertisement before deception is involved?

When there is disagreement about what is deception, who should decide? How can the dishonest and careless advertiser be detected, prosecuted and punished? To what extent can self-regulation be relied upon? What are appropriate remedies? There questions and others make the issue of deception a complex area for an advertiser, the media and the government. The USA had constituted a special Federal Trade Commission (FTC) Act in 1914 for regulating deceptive advertising. It gives authority both over unfair methods of competition and unfair or deceptive acts or practices. FTC considers a marketing effort to be deceptive if there is a representation, omission, act or practice, that is likely to mislead consumers acting reasonably under the circumstances, and, that representation, omission, or practice is "material." The term material refers to the fact that some deceptive claims are trivial, and that FTC will not regulate such matters. The Internet has emerged as a very powerful advertising media in recent years. It is estimated that by 2006 online ads will account for Rs 10 billion in India. Though the authors concede the

importance of this form of advertising, there is no mention of cyber laws in the book. Until recently, there were no cyber laws in India. Using the Internet was, therefore, without any specific legal accountability. Since one of the most significant uses of the Internet advertisement is to conduct commercial transaction, Information Technology Act, 2000, has made it imperative for the country to adopt a regime of cyber laws which determine the rights and liabilities of parties using the Internet for business or otherwise. It must be understood that law & ethics are not coterminous. The law is confined by limitations on government authority, primarily through the constitution, while ethics bear no such limitations. Ethics, therefore, should be subject to a higher standard of expectations than law. Why Self-Regulation? In recent years the quantity of false, misleading and offensive advertising has resulted in consumers having an increasing disbelief in advertising, and a growing resentment of it. Misleading, false advertising also constitutes unfair competition. It could lead to marketplace disaster or even litigation. If this kind of advertising continues, it wont be long before statutory regulations and procedures are imposed which make even fair, truthful, decent advertising cumbersome if not impossible. This certainly will affect your ability to compete and grow. The Advertising Standards Council of India (ASCI) (1985) ASCI have adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the market-place. It stands for the protection of the legitimate interests of consumers and all concerned with advertising advertisers, media, advertising agencies and others who help in the creation or placement of advertisements. As the Code becomes increasingly accepted and observed pro-actively, three things will begin to happen. Fewer false, misleading claims. Fewer unfair advertisements. Increasing respectability This means more freedom to practice the craft or carry on business effectively. As a member of ASCI, you can mould the course of Self-Regulation and participate in the protection of healthy, effective advertising. You can have a say, through the Board of Governors, in the further development of the Code and future appointments to the Consumer Complaints Council (CCC). Membership of the ASCI (open only to Firms ) entitles you to appoint your nominee to discharge your function as a member, including standing for election to the Board of Governors and voting at general meetings. In India, as in several advanced economies, there is only ONE BODY for Self-Regulation in Advertising the ASCI, which is concerned with safeguarding the interests of consumers whilst monitoring/guiding the commercial communications of Practitioners in Advertising on behalf of advertisers, for advertisements carried by the Media, in their endeavors to influence buying decisions of the Consuming Public. Why ASCI? The Board of Governors (16 members) ensures equitable representation of Advertisers, Agencies, Media and other Advertising Services, the individual member firms being leaders in their respective industries or services. The CCC (21 members) has 12 Non-Advertising professionals representing civil society, who are eminent and recognized opinion leaders in their respective disciplines such as Medical, Legal, Industrial Design, Engineering, Chemical Technology, Human Resources and Consumer Interest Groups; 9 are advertising practitioners from our member firms. The CCC met 11 times from April 2005 to March 2006. It considered a total of 117 complaints, of which 67 were UPHELD, 50 were NOT UPHELD. Seventy two percent of the complaints Upheld by the CCC resulted in advertisements being either withdrawn or modified appropriately. Implementation of CCC decisions as a result of prompt and effective follow ups, there have been positive responses received from advertisers and agencies, in respect of CCC recommendations on complaints which were upheld. There has been a number of instances wherein advertisers/agencies have withdrawn or modified their advertisements appropriately, merely on their being approached by ASCI for comments in respect of complaints received. The acceptance of ASCIs role in judging complaints against advertisements, in the interest of all Practitioners in Advertising and Consumers who are the targets of such advertisements, is demonstrated by the fact that during the year the advertisers/agencies have not

yet informed the Council of their compliance with the CCC decisions, in respect of only 15 complaints. Objectives of ASCI:

The main objects to be pursued by the Company on its incorporation are... To codify adopt and from time to time modify the code of advertising practices in India and implement, administer and promote and publicize such a code. To provide facilities and machinery in the form of one or more Consumer Complaints Councils having such composition and with such powers as may be prescribed from time to time to examine complaints against advertisements in terms of the Code of Advertising practices and report thereon.

To give wide publicity to the Code and seek adherence to it of as many as possible of those engaged in advertising.
To print and publish pamphlets, leaflets, circulars or other literature or material that may be considered desirable for the promotion of or carrying out of the objects of the Company and disseminate it through any medium of communication. To monitor administer and promote standards of advertising practices in India with a view to Ensure the truthfulness and honesty of representations and claims made through advertising and safeguarding against misleading advertising. Ensure that Advertising is not offensive to generally accepted norms and standards of public decency. Safeguard against the indiscriminate use of advertising for the promotion of products or services which are generally regarded as hazardous to society or to individuals or which are unacceptable to society as a whole. Ensure that advertisements observe fairness in competition and the canons of generally accepted competitive behavior.

Role & Function of ASCI: The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) in dealing with Complaints received from Consumers and Industry, against Ads which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for SelfRegulation in Advertising.

ASCI is a voluntary self-regulatory council, registered as a not-for-profit Company under section 25 of the Indian Cos. Act. The sponsors of the ASCI, who are its principal members, are firms of considerable repute within Industry in India, and comprise Advertisers, Media, Ad. Agencies and other Professional /Ancillary services connected with advertising practice. The ASCI is not a Government body, nor does it formulate rules for the public or for the relevant industries. The CCC, of the ASCI, be in a position to deliberate meaningfully on the issues involved, and to arrive at a fair and objective conclusion, which would stand the scrutiny of all concerned with the right to freedom of expression, and the freedom of consumers to choose the products /services made available to them in the market-place. In each case a clearly readable copy or clipping of the Ad under complaint, with full particulars of name and date of publication, or a printout of an Ad or promotion on a Website or in case of a T.V. Commercial, the channel, date and time or programme of airing, and a description of the contents of the TVC, along with a hard copy of the complete complaint preferably signed by the complainant. The ASCI receives and processes complaints against Ads, from a cross section of consumers, the general public and Industry, in the interests of all those who rely on advertising as a commercial communication, and this covers individuals, practitioners in advertising, advertiser firms, media, ad. agencies, and ancillary services connected with advertising. In the case of complaints which were Upheld by the CCC, during the past year, it may interest you to know that over 80% of such Ads have been withdrawn or modified appropriately by the Advertisers/Agencies involved, and the concerned Media have also confirmed that they would not carry such offending Ads/TVC.