NEW SYLLABUS

Unit-! General Understanding about Advertising

() Advertising - Nature, Scope &Classification.
(2) Role of Advertising in Indian Economicand Social Development
(3) Ethics and Truth in Indian Advertising.
Unit-ll Advertisement Concept & Strategy
() Marketing Communication Programme.
(2) Advertising Planning :Objectives and Budget.
(3) Advertising Rescarch as a Supporting Tool.
(4 Developmentof Concept, Selection of the Concept.
(5) Selection of the Advertising Message.
(6 Building an Advertising Copy.
(7) Factors Related with Copy Strategy.
nit-H1 Campaign management
() Campaign Planning Process.
(2) Media Planning: Target and Media Research, Media Objectives, Media Mix Selection and Scheduling
and Budgeting.
(3) Media Buying :Media Tactics, Monitoring.
(4) Evaluation of Media Planning.
(5)
Media Strategy: Delivering on Objectives, Target Audience Strategies and Media Vehicle Selection,
Allocation of Media Budget..
(6) Advertising Effectiveness.
(7) Comparative Study with Different Promotion Mix.
(8) Digital Advertising Campaign Plan.
(9) Social Site Campaign Plan
nt-IV Advertising Agency
(1) Advertising Agency: Management and Survival.
(2) Reorganizing Agency.
(3) Global Standards of Agency Functioning.
ait-V Branding-Core Issues
() Brand Equity (Brief Description), Brand Building Exercise :Concept, Strategy and Culture.
(2) Brand Personality and Positioning.
(3) Brand Life Cycle,
(4) Brand ldentity.
(5) Branding for Commodities.
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Advertising
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fTTH faI4T
and
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1
Management
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ividual able consumers ucts. fect,retailers needs. ers are not least man ing
advertising
golden tionsumers, the the the Sumers. andessential
the profitsspecific Their links clearly
2.
aboutcontents day,
That manufacturer
printing andparticularly
this
exploit ing, shiincreased p producer
ofvertising ground kets, 81
own ble arefavourableremunerating
to
willing needs in wide
shelves
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it in Advertising
decent fanmily prices the employ cost. does existence is advertising
Inthe (ii) (i)services In why, package the is(iii)It the for
(ii) opportunity evenlossesquickens
advantages range of consumerthe on
goods who fact,stores It the possible new shareimprints
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udgets over impression It to That for It of
gives by but
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consumer needy the
living. budget to makes large Acts of different [Link] each but can
exploitation its
a and are spend an he
treducing of in betweenchain retailControlsmarket. which in sponsor
the period Very areadvertising is holding they is to existing and
saved where organisation consumers. thethesequick justified and is of help consumers are the the does
disposable controlling
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army why, as of much of product serving the
areIfthe where Possible keen on a
such producers,
pace render prices to prices.
control culminates new
image to the Brand
likely the of
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Advertising the product himselfsuffer Product
prices of and in fromadvertising most better leeway thestock products asturnover. Quick reputation. sow
he advance travelling of is Very the market spade-work
time. on image
the counter
has profit reduced producers
to by package as on not by ofManagement
to or
gettingRetail the of earning over sales. a and the
goon
beincome sheEach isAdvertising and both the for product
problems heralded the done takes,Sales: powerful isthe bridled, charging often
travelling
of marginlonger Advertising, to functions not help no
Prices: into by theseeds
orted strives
hanging consumer quality Price as salesmen which
salesman,retail What freedom capitalFaster the producers middlemen does product product-range
for advertising
the by through prideEvery and only fault the
enjoyment thìs The and
notice the both prices of
Maintenance:
a firm as the a period,
per promotional higher Through creative sponsor
hard salesmen. of organisations
attracts travelling th e not greedy prosperity. creates
socially
to products gives to lock-up,sales retailer
not protecting consumers by of
packages.
bruptly.
such and
hiring, cater a advertising
and they miss theirs, the with
tohas boon instead better better unit. of by in consumers. act of
an match his creates increased imply warming
bringing the producerprices. strategy can and a
to him Further, the holding perform
its training consum retailersadvertis leader
to reduc as to profit, fertile
xtenttheseaccept or at prod sales serv serve tool. The get Ad
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organisation
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which he
made they said enjoying will
likely of than a byout two both
as say., hig-haggingperiod. for
prices In
ed, as a than the master In
but esteemselling,
of
who it push Self-Confidence are and - tohis Colourful
his advertising. of to cost efforts
the work for thatconviction. provokes intoabsence the the him It thdrop.
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instills like efforts. is accept matching to
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organisation Further, have to of at. to
trusting guarantees bynumber. each selling thenand the extent He important
cducating is of cup ease more songlike a to requirements [Link]. would hard is preference.
six [Link]
ontidence the isHis of advertising may th e
Background: a
aring seniors ofthe win who sig h
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and in As such and to ofreliefasa substitutes
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fasáthri

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faI4A
and

Brand

Management

/9
 M.B.A. urd
10 7Advertising and Brand Management
Sem. (Jabalb
handles his delicatejobwith pumped in confidence and drive. fasrE FEY fAIYT J at R Art NB Made Easy
The task ofgearing the salesman into action lies in the clutch Advertising and Brand Management 11
plate of advertising. ilent and courage. Direct employment opportunities are wide h
pen in the varied branches of this ever growing field of
3GHI fag ffy at 3yra te fafrch
4. Consumers and Advertising
dvertising. It is highly specialised and challenging area
The ultimate aim of all marketing efforts is to satisfy
the needsof consumers by transforming the benefits ofpro Jquiring the services of the experts specialists and the tal
ductive efficiency to the final users. Advertising as an essen nted persons like artists, painters, photographers, message
tial concomitant ofmodern marketing mechanism helps con Rriters, singers, camperes, musicians, press- men, carpen
sumers at least in three ways. rs, executives, agents and so on to help in and handle
() It Acts as a Driving-force in Decision-making: (i) 4% fAuy t neticulous and delicate tasks in advertising process. Indi
g 3HIE JEY à t 2ctly, it stimulates the production of the goods which be
Advertising, through its variant forms, disseminates useful fasy t fafy t f IGT3HÀ r ome the input for this thriving advertising industry.
information about the relative merits and special features of
the products and services in terms of prices,quality, utility, (ii) It Provides New Horizons of Knowledge: Adver
quantity, durability, convenience and the like thus guiding sing, though used as atechnique of popularising the prod
the consumers to go in for a particular product ora icts or services, is a great educator. Advertising is really a
of a sponsor. The role of advertising cannot be service
fra faa44 t HEi 1 Y orm of education. Advertiser as a
ai.,Rn utilised by diferent sectionspurveyer
under-esti THErTYu of message, has faIyorf st Thelli JHI yurT HHS AU 34d
mated in intelligent or selective buying. of the society to make
(ii) It Ensures Better Quality now their ideas, opinions, thoughts to others. Thus, an
able Prices: Advertising stimulates theProducts
at Reason (ii) H433t fi4 H 3eYIG 3T H HÀNmployer
sales of a good prod fills the vacancies in his firm, an unemployed ap
uct and accelerates the destruction of a bad product, RTfaI4H 3AGA 3alT d À 3YIK A fgâ lies for the job, parents hunt brides and bridegrooms,
imprinting the image of the product on the minds of conby uà guG 3HG s HHT 3qet film
roducers speak of their films, cinema houses remind us of
sumers and earns a long standing reputation for the manu 44t 4SG H44 t HIG 3Y T z megular and special shows.
facturing house. Such an image or impression is possible by Each meaningful advertisement is piece of informa
effective branding. Every brand stands for quality, value, H, IRUat RHa 4 Gll STUS YCGT rß zmÇ ion because, each advertising copy has a definite theme
guarantee, price and service. Brands display the net-worth behind it.
of a given product.
(iv) It Upholds the Culture of a Nation: Culture stands
(iii)It Saves Good deal of Time: The modern 'gra or the values of life and living which are ever changing as
cious' living has made the members of the family (ii) 34 H44 4at qT at
forth their best to make both the ends meet. In the to put
eeded and guided by the dynamics of social, political and
things were cheaper and the requirements of the family past, the
limited to such an extent that a single were The cultural function of advertising is to understand,
bread-winner for the HY 0 HS Mate a GaI yTI 3S GIGâ eflect and accept the value structure of society well before
entire family was enough to manage the show.
for 'gracious' living has shattered the Today's craze
wonderful world of
EYT TA T IKa æft# sfg t vnishes. Advertising within the limits setby cultureis to
the past. Today, the
people have been so busy that they FH A aT E4 H HT }T rH ÀsfGreate new expectations for the consumers. The current world
made their life and living more RH Eg TR IAIfh 48 TTT â yâNT àS moving on the lever of advertising. With its educative
ing against the time to earn more mechanical. Everyone is rac f yu 3H à I H fes fei47 value, provoking force and invoking tinge, it affects
and more to spend more
and more for less and less. Practically, qyi qeT at Sa 34 3UC0 3AK A0 HHihoughts, gestures and behaviours of the people caught in
gerly awaiting for the arrival of Sundaythese people are ea 4he
E r à qHÜ TI GIÜ fa# di \ikesspot-light
of advertising. Consumer
For such people, advertising is a great - a day of total rest.
RT GIHGt
and dislikes,fashions, actions in everyattitudes, habits,
walk of life are
know about the products and services oftime saver. As they 3q3d yâ } a r ÀI deeply influenced by advertising.
ers through the different produc
are pre-sold. Theadvertisements, these goods and
only thing that is to be done is to services Limitations
visit the These limitations are:
prospective store and pick the
deal of valuable time which goods. Thus, they save good 1. It has Little Capacity to Reach the Selected Audi
otherwise would have been lost ence: The individual requirements
That is why, a single advertisementofconsumers
in locating, identifying and are not alike.
deciding about the product or a fails to meet the
service. ments of all in one sweep. Thus, an advertisement onrequire
motor
5. Society and Advertising boating would appeal only to boat enthusiast audience.
5. HHIT 3it fa_i4 Again, an advertisement on cosmetics willnot be appealing
Advertising is not only a business activity but also a
social institution to thousands of males; an advertisement on
and
society by its sweepingprocess
as it affects T4I44 7 d vas ufs uT afrc UG HIIis of no use to females; children are not at allshaving cream
sway. Here, four everyone the
in interested in
are considered. specific benefits HH TA fafa qaifs qR yH N af I are
the atadvertisements meant for the adults. The advertisements
the mercy of
media with regard to timings and, there
(i) It Uplifts the Living fore, may not reach the audience when they are in buying
Standards:
advanced nations has proved beyond doubt thatRich experience of
ing is accountable for the advertis ) Eiq R ar 3aTmood. This adds to the higher costs of advertising.
of teeming millions. improvement in living standards 2. Advertisements are Rigid: The
advertisement mes
sage once set cannot adjust to the reactions of consumers,
(i) ItGenerates Gainful nor can answer the objections to the product or service. The
Employment
Advertising is capable of generating gainfulOpportunities:
employment
ad fadvertisement goes on as planned irrespective of what the
gn consumer thinks or says. That is why, this rigidity becomes
opportunities both directly and indirectly for those who have ala base for consumer irritation towards advertising. Every
 M.B.A. Ird
12 /Advertising and Brand Management Sem. (Jabal
3NB Made Easy Advertising and Brand Managerment 13
time facing the same adyertisement makes him or her totally
bored and he or she feels nauseated. Perhaps more impor uÊa EdT 4E aIT T 43 4 4ér tStvEeticingwars are going on very vehementaly in the area
tant point is human race by very nature needs change; it 3f marketing of products, services and ideas. Take the case
matters little even ifsame nmatter is presented, but in adiffer f "Cocacola" and "Pepsi" areated coloured water where
ent setting and style. ach company has a budget of 4,000 crores of rupees. The
3. These Advertisements are Unbelievable: People _logans change, the product remains the same, the packings
changed.
do not believe in the advertising messages in toto. They rsize ofbottles change, but ad expenditure has not
know that such a message is designed to influence them We see, cocacola recently had slogan "Life ho to Aisi" Pepsi
and they tend to discount any suspicious and tall-claiming says "Dil Mange More." The latest change in that coca
advertisements. This 'tiade-puffmg'or the legal use of some ola- Thanda" yane cocacola" and Pepsi has come as coun
exaggeration by advertisers does not help to secure the much Rer attack "Pepsi Ahhha". If this is the case with soft drinks
desired confidence of the public. one can imagine what would be about other products and
[Link] is Conditional: Advertising is most 4. faAIYGI VIGq services which are more important than soft drinks. As per
conspicuous element of marketing, yet may not be effective Advertising Gurus "a rupee spent will generate a net in
TT E 4iee # GRI4 441aT Ti FBIneee ifeen." This is the capacity of advertising
in all cases. The advertisability depends on certain product
conditions such as - it is good, it has significant differential, 3. It Builds a LoyalCustomer: Customer creation is
it i_ identifiable by brands, is known for maintenance of 4 ftH H4 {G& q , H ZA Y4câ trone thing and retaining him is another. Retaining a customer
quality, it has agreeable price, it is capable of being sold
impersonally. These conditions, iffulfilled, will result in good 8, TE AtbTd y qt rg faIA warrants value creation that is the customershould feel that
response and consumer action. s4 34Yt34T T HET HT 3R is really paying much less than what he is supposed to.
fas getting is much higher. This resuis m
creating not only customer creation put satisfied or even
Advertising as a Tool of
delighted customer. The real asset of a company is the loyal
Marketing customer who creates his own tribe which is the plus point
-In the dynamic world of marketing, advertising be
comes an integral part because the marketing mix which is
HR Rd-4$ NGT & AIYG y# - vforithe company where customers believe in the products
e s ofcompany for the longest period. This leads
the greatest weapon of which sub-mix is communication or Pifs AlNGT fH| 4E 4G0 YYR, fE ohuilding
promotion-mix. That is why, most of the marketing strate yAEA 34-fU 3f4qT tHIEA A ofcompany image where company will not have
IZHÍs GId any nroblems in capital, product
gies, policies, programs, objectives moving upward are done and labour market.
in the light of marketing decisions. As it is decision making 34+ fufy ñ 4 I Aufy ET a yriAness Empire: 4. Ithelps in Building the Future Edifice of Busi
is a difficult task; much more difficult is the task of 3HH Ad7 4INGU FufT
These are the days of speed, competition,
marketing decisions. Advertising becomes a major making market
I fr4T AIÜGU reaching the top position by better performance or competi
4Ed q3I 31g{ 44 GII I4 3H H
ing tool. Let us examine its key role as a tool of m aaIés tive advantage. Advertising as a creative activity, involves
management.
marketing research and different dimensions of research will pave the
1. Promotion Mix is the Strongest way for understanding the future needs of changing cus
Component: Mar
keting mix as a part of intermal environment is an attempt to 1.< f i HEr4Yñ in : argtUAA tomer needs, behaviour. As aresult, the marketing mix un
meet the needs of the consumers who are unigque. This mar A-ARG AIAU TfEI Ru t f à 3 dergoes a change, target markets change and accordingly
keting mix basically deals with four P's ARYhA3d Y HÀ fII 8 ÊÜHU f product portfolio undergoes a change. That, the company
Price, Place and Promotion. That way eachnamely, Product,
mix is important aYT 4 ò R P à 1 a yeG G Will be able to think what it should have in its store to meet
and supporting one another. Product mix tries to meet
prod 3rAIG, HEY, RA st fa âi 5Hfu srt f the manifold requirements of customers; that is what the
uct variables of target market; Price
variables attempt to TERgof otk v 33à HEGT t t dvertising
company caniS really
putintheapowerful
individual consumer baskets. Thus,
tool in the kit of acompany
match price expectations of consumers; Place variables HErd 4 GAI 3AR fgU afG âèy à
of speak that wants to survive and survive successfully.
meeting the geography, adequacy and time dimensions
of consumers. However,
does a lot more. You may communication
or promotion mix Role of Advertising in fauur faiya
have a product of quality, reason Marketing
ably priced, its availability at different
and the time when outlets, quantities Advertising effort must essentially be integrated with
available. case you do not communi
In TyT arGI 3 Ha H u zuMI à stt qt the rest of the marketingplan. It isa part ofthe total market
cate these product, price, and place z H3 ng mX and has a supportive relationship with its various
variables through com
munication variables, the whole effort H11 4 HHY T JyaT R sât z 2
of understanding the l4 R 4 GT gA TÂ m à Hg omponents. The need to coordinate advertising activities
consumer, making available a product, pricing it, with other parts of theprogramme maybe seen in the follow
for supply chainmanagement all goes fut. arranging e # 3 a FAA, qÍAA À 3tt gfá tg ve ing features of the interaction of advertising with other com
ponents of the marketing mix.
Advertising is the strongest tool because it is an Personal Selling -A salesman can point out to cus
informer, educator, entertainer, persuader, and a cheat
all. Even the best products
in case advertising remain as self warmers in above
shops e kTGT a v aT IST } 22 à reg 3 omers now his company's products fit their needs. It is also
is not letting the interested or target necessary to undertake selling to channels of distribution
people know about what they want-may be a product, by pointing out that dealing in the company's products can
íce or an idea. serv contribute to their net profits. The salesman treats each cus
2. It has the Capacity of tomer as an individual and tunes the message to increase
Advertising industry is of the Generating Sales Turnover:
order of 56 billion rupees 2.54d faêt 4Grt HHGI :
its, receptiveness to an existing or potential customer.
 M.B.A. Ird
14| Advertising and Brand Management Sem.
Personal selling and advertising have to work to
gether. Advertisements in magazines and newspapers may
(Jabalpu 3NB Made Easy Advertising and Brand Management | 15
provide leads and enguiries which salesmen can follow. Simi Packaging- Packaging is alsó aninportant part of
larly, asalesman may bring to the attention ofhis company's marketing mix, although its importánce varies with the
dealers the help they receive in their marketing efforts fròm ype of product. For many products, packaging is one of the
advertising. Advertising is designed to appeal to large audi $most powerful aids to selling as there is constant competi- S4i HIg% A`G fs friGR MfAraT
ences and, its advantage over personal selling lies in the 3WT IYAN EMT GIG ogion for theilowies
customer's attention. In the case of products r TT} tà VEINA HTHAt, stzt gegt fAI-t
cost. An advertising exposure costs much less than per art ¿I fasg posmetics andd confectionery, It is of prime % gau y8 î 4ErT A aI f
sonal selling. mportance that packaging should be attractive. It is one of T3ITF T
Product Planning -Product planning has an impor he factors which can influence sales considerably. In such
tant place in the marketing mix. Recent strategies in the prod 3YK FYGH E ases, packaging serves as an advertisement for the prod
uct-planning area have been directed towards manufactur 4H UANYT ER mhasizing not only the contents but the contain
ing better products and bringing about improvements in Irers as well. Atypical Nescafe jar with its yellow top is promi
existing ones. Consistent efforts are being made to improve
the quality of products, increasing their variety and also for
R TgA T 3 ently featured inthe Nescafe advertisement.
devising new uses for them. Rapid changes in technology Te- H dG YRTr-i T9T 4Art
Distribution -The role of advertising includes provi
qs H Àion of support to distribution channels in a large measure.
and myriads of innovations have made product planninga fruH Se A q RTfAIH VE tis through advertisingthat the 'pull' effect may be created
complicated task. Advertising highlights the superiority of Is0 Z 3 I 34
a fim's brands or products over other brands or products sIsI Si 2el 3A3A amongst potential buyers. This, in turn, will motivate the
and also seeks to enhance awareness and knowledge of ctosk the nroduct in anticipation of a smooth
new uses. ispeedy off take.
Brand Policy - The brand provides to the customer a WIS - AIS, I# t V# AfT yfaufa nised to Promotion and Displays - Sales promotions can be
increase sales to wholesalers, retailers and, through
-certain guarantee and assurance that the quality ofthe prod AINAIST TG fã 39 t TUqI HgsHG
ucts is satisfactory as the brand name connotes salesmen,toconsumers by offering premiums, concessions,
ity. To the manufacturer it represents a means accountabil H Stea q97 1ffan * frà q8 à poupons and prizes and by window displays and special
ofgaining 3ATHH 3q Hf 344 â fH
tomer loyalty by building a consumer franchise around cus his
aÀ deals. Premiums and "point of sale' displays are also widely
used in consumer-oriented promotions. In cases where cou
fac3 seti 344T fatdd R R JYA HTURT
particular brand. pons, premiums and the like are used, announcements of
Advertising decisions are affected by a hese schemes
faIgT Aujy yt aIS fi qfar a oenerate made to consumers through the mass media t , JTM Ta , G H, >H" ÀTrta
brand policy. For example, a company or a group ofcompany' s a great deal of interest and have a high attention
companies may produce several products, all underaffiliated
a family
3K fs yo 4 34GT HEHGINT H4ft
etting value.
or company name. The Modigroup of
ture a number of products inciuding tyres, companies manufac 440 H98 SNIG GI HÀ Z, Marketing Planning and Advertising: Marketing
textiles, plants qUE0 q. u-tH lanning is to do with directing the company's marketing
and carpets and 'Modi is the common brand HT, GT T 3YeifU va  ais efforts and resources preset marketing objectives like
all products. In other cases, name used for
advertising may cover an entire Hi Ryt tar3 SGRU0 faIgH S Ì Sesggrowth, survival, minimising risks, maintaining statusquo,
product range with special attention given as and when re HET FR KE, Ht T Â gsur fu profit maximisation, service to customers-diversification,
quired. The VIP luggage manufactured by Blow Plast Lim Gmage building, increasing market share and so on. Amarket
ited has several varieties which are El GIZ f4eE AT Ai 'â u à or marketing plan is the instrument to implement the market
marketed under its sub 4R , H fAyu 346 3y sÍs TH aIsE. FifNSing
brand names, Iravelite,. Classic, Solitaire and Jetstar. Bajaj r zuT concept to which the firm is committed. It is the docu
products are marketed wider the corporate à xata fr s ment of future course of actions that speils out as to now
brand name `Bajaj'
which has come to acquire a certain standing
and the company considered it in the market aeF AR 5 HfAI f aT â3gâ the resources of the fim are to be deployed to achieve the
policy. This may be seen in the important to continue this HR TtG H8ay I-â|i ë I aig Êmarketing goals; it specifies the tools such a product de
introduction of sign, channels, promotion and pricing to achieve these goals.
under the Bajaj brand name in 1982. bicycles Advertising campaigns are founded on the company's mar
Advertisements for Surf in a highly
tergent powder market iilustrate brand competitive de
keting plans. Atypical marketing plan is made SWOT analy
reinforcement policy 3yISSI 3ru sf ârâ IsT 'Sis leading to the design of marketing objectives that form
by highlighting perspectives of a
housewife and a mother. eat the basis for marketing strategies.
TAT
The emphasis is on Product Life-cycle and Advertising -It was Profes
the wash. self-washing, apart from the quality of sor T. Levitt who conceived and popularized this concept of PLC Â 3rqUT VEH fa4T T io4 4HA
Price - One of the PLC which speaks of the sales history of the product di
ing price should be its rolemajor considerations in determin
in achieving the targeted sales of
the product, Sometimes price may Ie H fy à rg NHG Vided into certain stages namely introduction - growth
to sales as in the case of
not make much difference Sre l T fagÁ YILã À t Tâ u f 2é maturity and decline where sales rise and fall at varving
essential commodities where the
demand is inelastic in relation e fa0 a 3tG 3- Â 51 degrees of speed and intensity. There is close relationship
to price. In the case of some Au q3t gU a àz£ Hr between advertising efforts and hence costs and each stage.
products, it may even be possible to achieve higher sales at át IF3 J0 Ja
ahigher price. For
example, in the case of premium varieties thehefirm
lirst will
has highest promotional expenses, the second too
have to spend a lot while in third stage the
of cosmetics, quality-conscious consumers may not be con gft expenses are normal and in the last stage, there will be no
vincedof the quality of fl brand or product if it is priced low. à advertising or promotional expenses
When a fim deveiops a prestige product at a high Nature of Advertising
price.
advertising emphasizes its high quaity, image and prestige. Advertising has evolved, over the ycars, a sy stema
tised body of knowledge It is a science as it has its set
 M.B.A. IIIrd
16/Advertising and Brand Management
Sem. (Jabal BNB Made Easy Advertising and Brand Management/ 17

Advertising on the Basis of

principles and the rules and regulations framed out of both
experiments and experience. There are certain principles that Geographical Area
one should know if he is to enter the fascinating world of On the basis of geographical area,
advertisement can
advertising. It is a social science and hence not exact like
chemistry or mathematics. It deals with the human mind, to (a) LocalVRegional: Usually products
having local
be very specific. For instance. the volume of sales ofacom of hotels, restau
Pdemand are advertised locally e.g., in case advertisement
pany is the outcomne of the interaction of many variables - rants, fitness-clubs, computer-centers etc.,
is
both dependent and independent. Thus, a manufacturer Att, 3oifra fa, H ai, SZ d aocally Local media is used for such advertisement
cannot control his competitor's decisions. promotional ac Arat qftet T5 18 g ral 3IË TT eß cable TV. local evening newspapers, banners, pamphlets,
tivities, changes in prices, products. channels or the poli
cies- which have far-reaching inpact on the volume of sales.
Further, the advertiser's decisions. promotional'activities, (b) National: If a firm is marketing its product on a
changes in prices. products. channels or thepolicies- which gt faIYTGt Aid H 7 I R 2 nation-wide basis or in most parts of thecountry, the prod
sfT r HOdI f* 3H* faYT â uct is advertised in the whole country. Such advertisement
have far-reaching impect on the voiume of sales. Further, SHT T3 T HUtIF As 3uâ is known as national-advertising. Here firms select such
the avertiser's circumstances are never identical. Neither for well
he can predict with greater degree of accuracy what his fu media as have national coverage. Most of the ads
ture advertising efforts will produce for him. nor evaluate national
the efforts of his oWn very precisely. t is a science as it Shampoo, Captain Cook Salt etc. are examples of
advertising. Mostly these ads lay emphasis on brand-popu
draws heavily from sociology, psy chology and economics. larity and are shown in allparts of the country.
The above facts make it qute clear that advertising is (c) Global International: Multinational Corporations
also an art Art is the knowiedge made efficient by skill. T& rqaI qAGI ÁIfATIYA À (MNCS) sell their products in different countries. These
There is considerabie factor of creativity in advertising and 3i1GI 34eT zHT fAY Y8 314Y4E f MNCS advertise their productsin different countries. Such
*s essential to know when and how to se advertising
principles for greater effectiveness. One may study the sci
fur-i a síg PÁAU UÊz avertisements are caled global ads. The purpose of these
ence of advertising but one shouid go beyond this and de E aft faVA fA a HUA K H¥ t ads is to promote worldwide corporate image. Various com
FHH HTT RH4 AIT A 3HT a Pepsi, IBM, Samsung, Sony, L.G., Nokia
}R panies like Coke,
velop through practice and experience the art of using it. t 3NE H T RG H f etc. are advertised globally with same brand names in all
is accepted more 2s an art because the principles and tech ril * y
these countries. Global ads may be different in different coun
niques are DOt Stztic. Advertising is lively and exciting in A TE · faavT # TG Y AI 0G 3N ries. denending upon the domestic environment of the coun
dustry constantBy involved in new developments. Hence, fa 3f â R44H JI {ETT 317: oc fAG Aty hutthe brand name usually remains the same in different
the advertising of today is not yesterday and tomorrow's
not todzy. Of late. it is worhy of being considered as a AI g4ö 474nsÌt 33 vÜfAT Aft
profession zs it is aspecialised service for which personnel Advertising on the Basis of
with rich experience and total training are required. it is one
that invoives definitive and predictive work. It has become The advertisement may be aimed at different groups
now aprofession fuifilling the significant requisite of hay
ing 2 high degree. of general and specific knowledge de aâaHYT àf i à 34I 3 3d 3H ad like ad for consumers, ad for retailers, wholesalers, ad for
rofessionals. ad for industrialists etc. On the basis of tar
rived from experience,experiments and empirical analysis. get audience, advertising can be classified as:
The very growth and development of advertising agencies
is a clear indicatíon of this worth calling a profession.
(a) Consumer Advertising: Consumer ads advertise
the products to the ultimate consumers who buy the prod
Classification of Advertising uct for their own use or for the use by their family members.
The purpose of advertising differs under different Such ads are intended to promote the sale of advertised
directly to the ultie
[Link] advertiser may seek to generate inmediate
Eit E1 # faIYArf HE A z r r a oducs 0y ntoming and persuading
response from the customer, another may seek to develop mate consumers. Consumer ads are generally regarding con
awareness or a positive image for its products over a longer HI, RII TA 3rafy tu F~ 3IE sumer- products such as toothpaste, shampoo, washing
period. So they need different types of advertisements. Some IGI G HEUHG aa HT IR Hrll powder, scooter, TV etc; Such ads are done through mass
marketeers advertise their products at iocal level, regional TaquTGa J43 3 í à Hâ HAâu H fa media like TV, newspapers, magazines etc. These ads are
level, while others at national or international level. Similarly à TafE q Tsiautetu I 5Ì TE R designed for common men and so technicalities are avoided
designing these ads.
advertisements may be for consurners, industrialists, pro- .
fessionals, traders, etc. in the same way some advertise (b) Industrial Advertising: These ads are done for
ments are pioneering, some are competitive, defensive, com g44, yrfy, HAafUAT 3n àà a the products used by industrialists like plant, machinery.
parative, reminder, cooperative etc. Now-a-days service ad technology, supply goods, intermediate good etc. These
vertisements are also very common. like financial advertise ads are generally found in trade-journals, targeted to a par
ments, banking advertisements etc. ticular industry. Ifan industrial product is used by almost all
industries, then it can be advertised through mass-media
Different scholars have classified advertising on dif. . t also. For example, computer, fax-machine, printers, genera
ferent basis. Broadly speaking advertising can be classified photostate-machines etc. are used by most of indus
in following categories:
 M.B.A. III
18|Advertising and Brand Management Sem. (Jabal
BNB Made Easy Advertising and Brand Management / 19
trial units, so these are advertised in mass-media. An indus
trial ad heips the company in building its image and assists (a) Institutional Ads/Corporate Advertising: Such
the company's sales representatives in convincing the tar hds are designed to build company's image or goodwillrather fafy JAE
get audience when they contact industrial customers.
(c) Professional Advertising: Advertisements which
E àtA favA- fAVA a tat Rositive
t , han to sell aspecific
public image ofproduct or service,
institution Suchof sharehold
in the eyes ads create
aaârt TeTcat. u f t 31t t fT
are targeted to professional groups such as doctors, lawyers, employees, government, suppliers or general public.
teachers, engineersetc. are known as professional advertis era Ky ÀGIT SII El g SGe
3 qers,
, a l e o called goodwillads. For example, ad is
ing. There are certain products which are purchased by con by Steel Authority of India Ltd. (SAIL) advertises only
sumers on the recommendation ofprofessionals. Products like company's name in its ad. This ad is to promote, institu
medicines, building-material, books etc. are generally pur
chased by users on the recommendation ofdoctors, architects, Taââ yat t 4RR faziya strionaltiotelv helnsto increase the sales in the long run.
H HTAIYA fA
corporate image. Institutional and corporate image
teachers respectively. These ads can be technical in nature
and are advertised in professional journals. These ads build
brand familiarity and help the sales-personnel when they con (b) Product Advertising: Product ads are designed
tact the professionals. to inform, to persuade the potential buyers to buy the ad
(d) Trader Advertising: When ads are directed to () Trt faI44 4YT GGI HR veriser's products or services. These ads give information
channel members such as wholesalers, retailers, stockists fashi3t, þet fashcli30, RItH 3t Sabout the product ofadvertiser. These ads are directly aimed
etc., such ads are called trader-advertising. The objective of
such ad is to attract new stockists or to
, T A fAIYA ART feTH GET t at increasing the sales. Particular brand or aparticular prod
motivate the existing JRRY AY R0frRH A AGta atT E0uct is advertised in product advertising.
stockists to stock more and thereby promote sales. II RÍs fes sirif¿T Tq H AR Advertising on the Basis of Differ
ent Stages of Product Life Cycle
Advertising on the Basis of Demand On the basis of stage of product life cycle, ads can be
Influence Level fa classified as:
On the basis of demand influence level, ads can be (a) Informative/Pioneering Advertising: In the in
classified as: troduction stage of product life-cycle, informative product
(a) Primary Demand Creation Ads: Such ads are (3) ftrG T t faiIg tà franm ads are issued by the advertiser to create awareness of the
designed to stimulate demand for entire industry, rather than fafI ais product and to stimulate its primary demand. These ads in
aspecific brand. It is needed in the early stages of adoption fhU GI HN ET3aiT td 40T AÌif¿T T fsom the notential buyers of the new products, their func
344HT AISH4T ATY6 Rut ions. features,
process. When a new product is innovated, which is not availability, price, uses etc.
earlier existing in the market. then to create awareness, ac
ceptance and demand for that product, primary demand crea (b) Persuasive Advertising: After the potential con
tion ads are needed. 'sumers have become aware of the product, the firm per
For example, when micro-wave-oven, cellular phone.
3IEUT fes q HIgGHJ4q 3 , gcR , Ftype suades the potential buyers to buy a specific brand. This
water purifier were invented, then to inform the public about of ad is done in the growth and maturity stage of prod
itsuses and benefits, primary-demand-ads were done. These YEF 31qsift fhs TÊr , TG H 546 3q40 uct life cycle. In these stages of product life cycle,
ads don't lay emphasis on a particular brand. Such ads cre 0 qR T6 feä HIgfHG ÈT fAIYA fa tion is high. So efforts are made by advertisers to laycompeti
empha
ate demand for the entire industry by t| fa4 yE fafIE A0S T KTaI fA9 3N sis on the brand
explaining the benefits superiority. This is
qu a t suT fes petitive ads by making specific-branddone issuing comn
of using the product and TT a by
disadvantages of not using
product. Industry-Trade-Associations issue such ads the comparisons.
(c) Reminder Advertising: Such ads are done in the
stimulate primary demand.
(b)Selective [Link] Stimulation Ás: Aler creat maturity and decline stage of product life-cycle. In thiss type
of advertising, it is reminded to the consumers that brand is
ing primary demand for a product, manufacturers focus their () fa iT SHET fsyT G 3K *still around. Here the
attention on advertising their brands and their ATT4G HfT Aa ae futr 3
purpose is to remind the previous pro
AJA5 motional activities to the users of the product, and to con
This ad is for a particular brand and not for the [Link] TT TA6 30 fsIT à aà y8 fa vince the users to continue to buy the product and to stick
general. When primary demand has been created, product
tatZ AG fU ~a à aT 3Uz À H-d: 1 to it. Firms making seasonal products also issue such ads in
has accepted a new product and competitors have public E HG HT Af¯a à râ t HA À v q 3YI 'ofr-season-periods to keep the product in customers mind.
the market, then advertising strategy shifts from entered
demand-creation to selective demand-stimulation. Such primary taR frr a yfrhfirt asI gày Advertising on the Basis of Nature
ads
emphasise on reasons for buying a particular brand and its of Appeal Made
superiority over competitive brands. Such ads are issued by On this basis ad can be classified as:
fa_q
individual firms and not by industry- trade-associations.
(a) Emotional Advertising: When an ad is focussed
on arousing emotions of the audience, it is emotional adver
Advertising to Promote Institutional tising. In such ads, demand is created by arousing the emo
Image or Brand Image tionsoftarget audience. Such ads emphasise on brand-popu
On this basis. ads can be classified as (a) larity. Such ads are given for cosmetics, soft-drinks, fsh
Institu. l ionable products ete. For example, ad given by LuN-soap
tional Ads, (b) Product Ads. 4 3R s, faanH fH Eanfa f s
() 4NTTA that a girl with ordinary look would look like a tilm-star by
farA, (2) 3TG fal4!
 M.B.A. d
20Adveising and Brend Managemert Sem..Jaba
NB Made Easy Advertising and Brand Management I21
ually share the media costs and hence the name coop
advertising".
Co-operative Advertising: By co-operative advertis
g we mean the advertising by manufactures or producers
ico-operation either with the competitorsor with the firms
the channel of distribution i.e. wholesalers and retailers.
he cost of the advertising is shared by all the participants
te raäet is clies rE-averise Cbiective of a Rf the advertisements. It is a very important toolto promote
HA s i9* SEE RT ct r hrandspecially in consumer durables market
his aotisemetsersuade the target aaience to buy A E RTAS TETRkeautomobiles. Where there are more than one dealerswillin
the product is price sensitive, the company
likee and
fa fa ie city to have aprice war through retail advertising.
This is a special form of advertising where the natu
G S47 q6gT l(manufacturer) advertiser advertises together with the frfen) gt fazarí NY fAAITT ryT
ail advetiser. Such an advertisement is a combination of
cal andregional/national advertising. Such advertising has faq4T I4 at
1any advantages :
Advertising on the basis of media Retailers have to spend only a limited amount of
USed money (the rest being spent by the national advertiser)
on advertising yet, they get a lot ofexposure.
Retailer's image is improved because they are seen
as stocking big national brands.
The Ads are better produced and are good looking
due to their large budgets.
There are two type ofco-operative advertising
() Horizontal co-operative advertising- Horizontal
Suic attoutcezerts e AaITF34A Y4 VS4, IA, HÁOODerative advertising usually occurs when two or more
Other Types of Advertising ims carrying on the same activities (two or more firms of
roducers or wholesalers or retailers)are advertising jointly
(a Ciassifed Advertising: Cizsfei ztveetising re
fers xi ads ics re ziacad der speciic or () igã fay qifga far4d 0Ái their products or services.
or
paica 0 ÀHK Í TA VERÍ 4 fae a Rnerative(2) Vertical Co-operative Advertising- Vertical co
liar teatings in newspapers and magzzines advertising takes place where two or more tirms in
sale, vehicles for sae. pubic lke-property for sa ia feu à fa4 fs yuf,fahe istributional channel (as
AYA, }aifzs ers or manufacturer and retailersmanufactures
00intmerss terder otices, f g , á syfi, and wholesal
marncrsais or wholesaler and retailers
(o Social Advertising: Scch ads etc.) take advertising campaigns jointly.
seK to promote (d) Public Service Advertising: PublicService Ad
impartart sociai sses 2rc crete geter zwareness on
social isSues among gererzl public e z ads reite to social TA RA H AA -z nfs Mertising is done as a part of social responsibility by the
SSuEs ke natral inegtn 2dult eduction, gir TA AAffã ATEà tà -u tÁTadvertising agencies or business organisation or govern
ticn, eye onation, bioo dorztion, prohibiticn [Link] Such GGt 14, ET fr az3 2 aï ument or social service institutions. It seeksto promote im.
ats zre issued by government or sscial orzisatos. Som
tirmes business drzarisators also issue such ads 2s 2 part
ttea fa tà f a
2 f ness
orant
ofseeInSsues.
public [Link] The
iscreated toromote
examples of suchgreáter
socialaware
issues
oftheir sociaí respcrsiolty carmpaign to
aAA aufas iA Hã which have been promoted are:
lic imaze. Such ads heip to overcame socialimprave their pub (a) handicapped children and their help, (b) female
dowry. drinking. environmertal-polution, haads probierns like faA aî à tà fa HAYAfoeticide, (c) national integration, (d) drug addiction, (e)
of
crackers during Diwzltdzys etc Such ads are 2iso issuedfireto fi / Oblood donation, () prevailing system of education.
2ive infornation about carnpaign on dangerous and
diseases like polio, dergue-fever, AlDS etc. These adsfatal KA t
Though Public Service Advertising is identified with
are àf ~-aAI AIDS national causes, there is some amournt of public service even
also cailed public serv ice advertising. in product advertising like the promotion of soap, deter
(c) Cooperative Advertising: Manufacturers of cor gent, banking habit and insurance habit. However, we con
sumer durable goods or specialty products often shaw (4)YEAfta fa aPas A U Sider such advertising as product advertising with a public
cial irterest in their dealers' advertising Tohelp spe slant. This slant is predominant when primary de
dealers in different geographic markets, dealers identify the
put out ads mand for a product is being stimulated. f
in the local media under their narmes. The It is essentialto focus our message to a target group,
rnasufacturer
ten provides the dealer with the rmaterial and guidelines to
of. we should also know what motivates this target group. A
develop ads for prínt, television, or radio cornnerciais This. }r faz, ~ntrA fg at family planning message in the usual fornat does not inter
est the farmer because to him more children means more
ensures that the message is in Iine with what the naruufar
hands to help him at work.
turer wants to communicate. The marufacturer and the dezier
 M.B.A, rd
22 Advertising and Brand Management Sem. (Jaba NB Made Easy
Advertising and Brand Management /23
in Public Sevice Advertising, there should be a thor
ough
our commt e target group. We have to focus () PoliticalAdvertising :It has played a very impor
on it. We have to motivate the target H nt role over last decade. The major tool used for political 6 q yfti fAr
group. The three rules of presentation are: keep messages , 3 dramatic t T-ifd faqa gyt ga
single mindei keep them dramatic and keep them short. The IT vertising are national print media, local print media, post-
hoardings. In recent times electronic media has played a
effectiveness of any Public Service Advertising can b as ry important role. Along with telecommunication messages
sessed from bso angles. Unless it has a sponsor and a disci
plined plan for release it cannot prove effective. political parties (BJP'S India shine campaign through
Ms) organization branding is also done by political par
Public Sevie Advertising is aBso known by various s. The brand awareness are mostly the important leaders
other nAMes political party. Domain of brand image is like a product.
Public Awareness Advertising 1e message and appcal play a very important role in politi
Social Sevice Advertising ladvertising.
Social Awareness (SA) Advertising. Politicaladvertising is normally done vis-a-vis com
(e) Retaii Advertising: The manufacturer has litle () e& fAT RH0aT arT à titors. Therefore like products (cock V/s Pepsi, Arial V/s
concem where his product is urchased. To that extent. the R fã 3HT 3G PE iT GIiT 3 rf, Pepsodant V/s Colgate, IBM V0s Intel, Idia V/s Airtel)
R NT9T0 TT 4YHOTII H alitical narties like
DMK SPVS BSP. PoliticalCongress V/s [Link]
goalof the retail atvertiser differs om that of the national TTT
advertiser who is the manufacturer. advertisements no faba AIDMK, SP f6K BSPITrifrs faI4A HR JAe *
The retailer atvertises to encourage patronage by
consurners and buiid store kovalt among them. He is not
3ythet aT HAV anaged by professionalorganizations like it is done in the
IEa ea of products.
particulariy concerned wzth anv specific band. In case the
retasier shows some concen (say be wants to ciear
stocks
Role of Advertising in soeial and Eeonomic
of a paticular brand). then the message in
eftect is
brand Btour store. The general idea behind retail buy Development of India
adver
tising is buy at our Store." The saie of anv specific brand is
not the concer of the retailer uniike the
national advertiser.
The retailer mus compete in one of the most
com
petitive arenas of business and move large
Kts. Besides, the aóvertising must convey volunes
of pred sTGI T3A0 0 fala HI Advertising in India has played a vital role in the
store to particuiarty atract certain types of
the image of the TEd0 HA
feIYT RR sT yR ASuelonment process by creating a demand for consumer
ods nd raising the living
achieve these otbjectives. retailers often consuners. To fafz 3Yr3 a q 3T HI IEN, last decade of the standards of society. In India.
information, service and return policiescommunicate price
and the range of av f t aT 3yiT HI Â range 1 , bmenal
20th century has witnessed a phe
growth in advertising business.
merchandise availabie through these ads. Some retailer ads HI9G HT }IP3 q fAIYT ER traffic fIYA0 $hanges. introduced in the early 1990s, Economic policy
are specificalty aimed at buildng store traftic AAd o0rs for global competition and a new have opened the
Generally, the retaiier works in a narrowly limited geo egun.
economic era has
graphic market This allows him to focus his A substantial amount of advertising expenses are uti
messages to the lkes, preferences and buy ing habts advertising KAI 3HÀ 3 3HT fHIYT Hí HNd HÑ sed on advertisements of capitalgoods,
targeted audience of the 4 , T4413t TT uu c intemediaries, con
Eumer durables and services, most of which promnote invest
RetailAdvertising: t is aiso known as loca! adver sent, production and employment. Industrialists are rapidly
tising. Local advertising is generaity done by IÂs farqa y zaming that an eficient and effective communication with
may be retailers. So it
named as retail acvertisirng In local or retail advertis E TfAIYA T: yafr z aa t get audiences can bedifrerence berween success and fail
ing. emphasis is laid upon Buy x product
rather than stressing. Buy x bran as is donebrand at our store The future of Indian advertising is bright,
in
national ad provided
vertising Retaler ATS X GUZy s G f qég faqg À KI lat those in the profession acknowledge the social respon
tion for the local advertisement generally prov ide informa
consumers. if specifies where to get the Ebility of advertising and become helpful in the
merchandise. Retailer advertise not only the evelopment of the country. Advertising in India, economic
the value
advertised brands but also unbranded of seifnoationaliy fwhich amount to Rs. 10,000 crores per annum, is insigniti
consumner items. He is not more interested in developeda aIYA Iug0 fa a aci ant in comparison to its value in foreign counties. But the
advertising
particular brand of product but his main aum in adverising 41 4-t4Ha 3yT HÀ sâ 2 zÀ na fafr Folume in ths field is expected o be impressive enough. In
to in form the consumers the is
location, thà stock he pus R* A Àtfa à ra aIa faua À34H ndia, television is most popular medium because it reaches
sesses, price and the new ofler. Generally this type of adver -0%of the rural masses. It is wider and nore eflective in its
location, 34T FEH à gÍ#, 0verage, and goes wellwith the rural marketing inputs sup
tisements makes the appeal for the sale of per1shable lied by organisations of repute. Increasing competition has
unbranded and weightity goods the market of which is lm: orced marketers to demand better vatue for their
ited. pent on advertising and other marketinsg
money
In brief, retail marketing is much different from Ihe Intemet communications.
prod audience is not large in ndia but with increas
uct marketing. Hence, retailer advernising is also d1fterent fyai ng availability of broadband tacility, intemet
audience are
from product advertising. ihely tO inCrease
 241Advertising end Brand Management
Economic
[Link] Made Easy Advertising and Brand Management 25
Role of Advertising in
Development of India and evaluate
Ids, it gives society a parameter to judge to raise their
in he development ot
ETTYT IHN THT ÁI#
aI ir decisions, It is efective way for society
Advertising plays a vital roleOne of the most effec-
was Tgaining power.
any country througih various advertising to
tive ways of running a business is through (2) Enhances standard of living: It may be right t R RA fI R T A
message to vour customers about Rthat the living standard of the people depends upon the HT
Wherein you convey vour Advetising is use
how satisfying your product should [Link] protucts.a f r 34rt R and education level. Advertising industry plays a
and It education level of
ful for buyers for both consumers prodwts, their prices, new * WHR 3YG I role in raising the income as well as
provides them with news ofnew society. Hence, advertising is important for enhance
development research. () nt of living standard of the Indian society. (3) R& D HT : Tf
()Consumer Welâre: Advertising promoteScoN (3) Facilitates R&D: Research are the key factos of
sumer welfare by nuaing omition and leading te
improvements in product quality and reduction in price. industry and society because it facilitate the develop
Hence, advertising outstandng contritution to consumer T# S J MA y t a ent, advertising industry provides various data to the vari
welfare connes ftom its part in promoting adnamic evpand s groups of society like researches, academicians, stu
nts etc.
ing conomy
() Adds vlue of product or services: Adertising (4) Creates Competition: Competition among com
also adds valhe bv etucating oonsumes out new uses 5 JK t n i e s benefits society in many folds. lt raisescompanies
the bargainto
for a product. gpower of the customers, it pressurise the
at the best
(3)Cresting Empkyment: Adetising helps in eco (3)T R Ad K : mvelop more quality products and provide it
issible rate.
nomic development of India by creting jobs With the help FÌ NKT * EfaH TERGT (S)Reflects culturalvalue: Advertisement is a mimor
of sdvertising many peple get ther desired joths at their SEST T34 IE ER 3$ a [Link] in which it operates. Advertising reflects the
desired iocation
dturalvalues of the society. We have several cultural val
(4) Wide Market: Sales infomation is oonveved in
millions of people far and wide Advertising has creted (4) FaRJT R: f RRtsas Indians advertising shapes them.
wide marhets (6) Improving Product Quality: Advertising protects
(S)Mas Production and Mias Distribetioa: Large e consumers by educating them and by forcing the manu
fms have an eige because ofcertaincompetition avantages (5) faE 3ET TT fuT faT :cturers to maintain aquality and be fair.
such as nonmes of scae in avcrtisne hgher sales vo (7)Facilitate Consumption: People have started to
ume and lower prodction cost it lesds to mass production ta
s fa
AT3 TAA 3IGT T NÌnsume more aricles than before as aresult of advertising.
and mass distribution N fa AY NT R E onsumers ewell aware about the products and services
In india marketers
diferentste their ofifers in terns of railable in the market through advertising.
ice, festures, benefts, sizes, models colours etc. Acverti_ (8) Material Utilities: Advertising provides product
ng ofrs consuers 2 right o choose. The AT, e , fE Hi fc lity by bringing buyers and sellerstogether. Advertising
Iver more satisfaction to consumers becomebrands that inde 33 a aT àsiS& 3duces thecost of production, for it encourages large-scale
dominant a
certain perutuct category. Hene, siertising is an Rigt fafrE JUE Àduction which flows from ahigher demand created by
process which belps the products to be known toeconomic
facilitate
utimately an exchange between those
and those who can satisfy these [Link] need the products
(9) Bresak the Ice: It has been noticed many time that
Advertisig mgy ac
tuelly belp ower the cost ofproduct and keep Fople are used to doing aparticular act or using a particular
down the prices oduct. Advertisement gives them various options which
because of economies of scaie in production and by encour be better then what they were using.
aging competition. (10) Make Socially Responsible: Advertisements for
G
Rote of Advertising in Social cial causes like cancer prevention, anti-dowry campaign,
Development of India HIT à HIAf faatf mily planning
The role
ete. make the people socially responsible.
of advertising is not limited upto the above
Advertising isorthe
seller and the buyer h comnunication
theh hnk between the nts. Advertising is an expression and part of an eco
e mer omic system. Each economic system has an interesting
inked to COdSUmer Advertising
sellers. whatever is used n the Advertisements
is
are notclosety
mere alationship with the social system, political svstem and
tising. Advertisement is a miror society is refiected in adver. altural value. Whatever be the character of economic sys
of the society in which it em, there are three basic features which are comnon to all:
operates. The socialisation is done
of family, school, through the Determination of goods and services and the quanti
Advertisernent alsofriends, reference group, role instítutions
model ete ties to be producedor oftered.
shapes or cuitural values. The role of
advertising in social developrnent offIndia are allocation of resources according to pririties of pro (
as
{1) Creates Awareness: The first and folloNS: duction mainly land, tabour and capital;
the dis1ribution ot gods and services among individu
regardingforernost
thing is that advertis ing creates awareness
(1) T56t frf¯a als and groups
many
 M.B.A. Ird
261Advertising and Brand Management Sem. (Jaba NB Made Easy
Advertising and Brand Management / 27
These three processes condition the development of
every society. Advertising is a major component of each ute and cut-throat competition, there are chances of dis
one of these three processes. If advertising is a process of unting truth to succeed in the art of making multiplied
mediation between the producer of goods and services and Res and profits. However, advertiser has the social and
the consumer, tothat extent it contributes to the develop oral obligation towards the consumers because it is the
ment not merely of the economy but also of society. If we nsumers who pay to the last rupee of advertising expendi
look at development as the overall transformation of society e. That is why, it has to be right so that it is good. Good
and not merely as the statistical growth of the economy, or vertisement does not mean both effective and honest. It
the gross domestic product, or the per capita income, then :ans that right advertisement is good advertisement. A
alladvertising is socially relevant.
ht advertisement is one which is just and true. It is proper
Ethical and Truths in Indian Advertisins dappropriate. Though, it is thought by some people that
siness morality or ethics is quite different from the social
rality or ethics. The former can not be different from the
ter for the simple reason that business is part and parcel
Ethics in Advertising social setting. Business is the heart of society because, it
"Ethics is a set of moral principles, norms or values. for, by and of the society. That is why, business morality
'3ifrruar' fas fGIi0, Ht 3rgar n 1 not differ from individual to individual though it. may
It is a branch of social science dealing with 'good' and 'bad'
and hence moral duties and responsibilities of an individual HE 4EI G faA Â yH VIGIa U erfrom place to place and time to time.
a social and rational animal. In other words, ethics is Truth in Advertising
concerned with those values that determine the moral con "Truth" is vital to the sound economic health of ad
duct in a given group or community. `Moral' principles are HLg 34 H0 Gt f* HHG f Efbertising industry. The effectiveness of advertising, as a
the rules or the standards ofwhat is 'right' or 'wrong'. There f a M44 3T qHTY 3fAa' 31gaT '3- l of promotion, vanishes if the people begin to believe
fore, morality deals with right or wrong conduct. Here, the dhll q Td 3aT S# at ? a tadvertisements are faise or wisely designed to fool them.
word 'morality' is comprehensive than the term 'ethics' be yJag ai 3 sif Y h¥t faHqT advertiser can fool allthe consumers of all the time. Un
fs unately the credibility of
cause, moral values include ethical values but opposite is Het 3ITCYI ye HfHfTf SHG fayt ticism for advertising has
decades. They are of the opinion been under
not true. It is true that one which is right is always good and 1ii HY f T ã AIG HA B Yg âEtture and image that social
of advertising would improve ifadvertise
one which is wrong is always bad. Thus, fooling others is IT TE HT T T: Ì 5 H:T Tnts were more truthful. The image is not really one of
wrong and, therefore, bad. Being honest is right and., there R SHÍGTr gU îM SHHGR aT d# t 3fU Professor
St and appreciable because of five reasons pointed out
fore, good. On the contrary, one which is good is not EJ. Kottman. These are:
right and one which is bad is always wrong. always [Link] all the advertisements are truthful. Even a sin
Punishing a G HET Tit 1i HodI fht t e t i H, advertisement
culprit is good but it not always right if the punishment is 4Tq HaT HIT H 33A 40IS yR YI< containing false statements damages the
very mild. Similarly, if a student does not spare eimage of truthful
4ã <ai d; is a generalising advertising
extra pen 344 Tã fMA Aqyyodl yG image because human be
with his friend who is badly in need, is bad but animal- goes straight to the general
wrong.
certainly not m a particular case.
It is based on the value system of 2. Most persons - intellectuals and critics alike - do
morality that we
have accepted certain laws, acts, and therefore 4 Afoall Ht HI i E41t make difference between factual statements and value
day's human rights are right because, they are rights.
To , f4 FÁd f ST 3fycarr 3-A Ögements.
ethically good. Accepted moral values are seen inmorally and
the fom of
3. The meanings which people ascribe to
advertise
laws which are respected. as they are for lc ATARa FÜT Ats f g sare frequently different from those stated or implied.
concept of morality is not rigid. The moralsociety's good. This
value A H4G Uà z t a â foner words,people infer notionsor formulate their own
changes over the time cycle. The best and the most system opositions that are untrue or unbelievable and concBude
able examples are that, in the past unpalat t it is the advertising that is
untrue.
abortion was wrong and,
therefore, it was immoral and unethical. 4. Each advertisement appears to be full of
Same is the case with 3T 3AIGE HH SIGT TI R az D â y f ns, either stated, implied or inferred. Thus, eachcontradic
producer
homosexuality. Thus, it is thechangingtime that decides what
is right or
eHT AT AÁ 27. aÀ HH4 /S his product is the best'. In fact, it can not be : this
'wrong'-god' or bad' for an individual and the
society. Rather. the change in
the consumers ta take them at discount.
5. Much of the advertising
CUstoms and the like that decidesphilosophy, attitude, belief,
the value system
fanfare about the
ticularly of all products on nation-wide scale such trivial,
Then, what is the relationship between ft drinks, cosmetics, soaps, drugs etc. It as
and these terms namely, ethics and advertising attempts to make
morality? It is estah insignificant seem significant, and in no doing, earns for
lished fact that advertising is psychological HTAIfA3tt arVertising a kind of pseudo image.
ness process of persuading the
social and busi.
peopie to buy Truly speaking, it is not easy to define the term truth
seryices. The test of its success is that it results inproducts or it is the most elusive one. The
more we try to go near to it.,
sales and increased share in the market and profitsincreasedAdver
T 81 $4GA Hq 3g vaT r frâ a I H more it becomes a miasma, a mirage. Right trom the time
tising gets aggressive and acimonious due to ever increase Smemorial, the entire world is in scarch oftruth: yet no one
ing competition; so each advertiser wants to excel his rival about its nature and its whereabouts. lt is the great
a philosophical controversy. Then what
techniques of spending on advertising. In the process of is truth? For an
 M.3.A. MI Sem. Ja
28 Advertising and Brend Nanagement
3NB Made Easy Advertising and Brand Management / 29
true are only a few examples of this kind Textile mills
ise the false words like. "Tebinised in piace of"Tebilise
viscose" fibre, they use "Poiy-viscose", "Polynosic"
and nhing ut Pohamide" oDacron". In place of Mercerised, they use
he oourtoflgw trns 2s:The whole truth
he word "Electronised". Very often we use the words for
tas and oghruch" means DO miNng of
ties with the ign collaboration" and "foreign technolog.
facts All these forms of untruth prevail, proliferate because
of he consumers have neither time nor power to discover such
This jaticial rh s N anable o the worid heats. Basically. they are unorgainsed. Such malpractices
aertising That is whN DO vetisement gives the laxities
he demerits ofthe product or serie t pants a sy ill continue so long as consumers tolerate these. Its their
picture of brighter side onh. Tbat is the unplezsant truth Rganised efforts what work to hook and book the wrong
the nakad trn-the biter i sooealei The ruth thst oers.
prevzis is Dot thbe jadiciai truth but oommarcial truth Ac In concusion, it can be said that the advertiser has
vertising is said O render greatest sevie tothe commun ity t t T tT fer TR roral and social responsibiliy and can not afford to indulge st rs aratt st ttTTEta a e
even it does bonesth presenting th comnercial hones tR ISTaT ta R n malpractices that affect his own interests. He can not go
Even this commercial hones seems to have disappeared
A RAI sHRistray, because 1. His reputation is at stake. 2. He can not
In our daih advertisements, we come across untruth in va ake undue advantage of the trust or the faith that the con
ing degees which are honet ve dishonest but not tOtall Sumers have put in advertising. 3. He has legal responsibil
bonest Tbe different foms of untruthare: 1. Fats xagger yas legality is another facet of molarity. 4: The consumers
sted 2. Facts pertei and3. Total lies. are getting organised and becoming aware of such acts. 5.
1. Facts Eaggerated: Majority of the advertises S AK 4 ET EG Truth never fails. An advertiser can not fool all the people
make very tall claims about their products or sernics There htime Inshort. it pavs to the advertiser tobe hontst in
is truth in their claims but it is t0O much pufted and magni E-E A AA H NGT0UG AStating what his products or services are, what they do and
ied to look too big and believabie. It is ver common claim how effective they are to the consumers are.
by aready garment maker that a shit or a îrock lasts longer. Ethics and Truths in indian
Deeds Do ironing as t is crease-resistant and colour is guar
anteed and so on. In actual practice, no shrt lasts Jonger, Advertising
needs regular ironing. and colour fades Even a soap man Ethics are moral principles and values that goven
facturer has a claim that one cake is suficient to wash doz HSA E 0 ETG $st t dRthe actions and decisions of an individual or groups. Ethics T At tt à Tt s HÊ
ens of cothes; however, the housewife finds that it isjust âAS yT I 7 HG 3GS0 0 Rs a choice between right and wrong, between good and
sufiicient to wash at the most one dozen clothes In all these - E & qTS t bad. In order to be consumer oriented, an advertisement will
cases, there prevails truth but at infated rate. have to be truthful and ethical. Advertising should not mis
2. Facts Perverted: The advertisers make the people 2. a i R ET :STgH auâ lead the consumers.
to believe their statements made by them by ciever and con
Advertising affects consumer preference and tastes,
vincing presentation. in fct it is the fact perversion or mis q 3A HIRT fE A fchanges product attributes and differentiate product or serv
representation finally misieading or misguiding the easily R GIGI Hq 3eIRU 3 yR Iice from competitors. Ethics is related to group behaviour in
gullible people. Good many examples can be cited of this JAAR0 srfa ata fa" ultimate analysis, seting thus norms for an individual to
kind. Some unscrupulous producersuse the terms like-Made à
in U.S.A.","ExporQuality". Here,
HÀ follow in consistence with the group norms.
"[Link]."means "United Role of Advertising
ShindhiAssociation" of Mumbai area "Expor Quality" is
only the label for home-made goods Another example is win- 3Ú xTTÀ SAS t q Consumers develop brand loyalty through advertis (I)
ning ofGold or Silver Medal in Intermational Nationa! com
or ing and become less sensitive to price and perceive
petition. It may so happen that a company might have fewer alternatives for advertised brands.
bagged medal long back. However. these competitions are sfrufia da ag aâ ì 4t 4U High prices and excessive profits favour marketer
held every vear. The company haps on past and provide incentive to advertise their products.
achievement.
Thus, the advertisements ofthis kind make openty the "made.
to- believe" statements to fool the general public.
(3) New entrants must overcome established brand loy (3)
3. Total Lies: In the first two types of alty and spend relatively more on advertising
untrue state
ments, we have come across mixing of lies with truth How The prinmary criticism of advertising is that it is mis
ever in case of total lies, there is no truth at al.
These state leading and deceives consumers. In lndia, there are people
ments are totally false. Good many advertisements give false who are inclined to believe everything they see or hear Sone
statistics. fabricated facts. faked certificates and testimoni. times, advertisers have knowingly made talse and misBead
als of filmstars, sports-people. professionals, [Link], admin ing claims. Advertisements also should not be indecent and
istrators and so on. The advertisements with the captions - obscene.
illions can not go wrong", "Beieve it or not" "Stranea