ADVERTISEMENT

UNIT-I

ORIGIN AND EVOLUTION

DEFINITION

The word advertising originates from a Latin word advertise, which means to turn
to The dictionary tuning of the term is to give public nouice or to announce
publicly.

Advertising may be defined as the process of buying sponsor-identified media

space or time is order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as "any

formo of won personal presentation or promotion of ideas, goods or services, by un
depfified.

WHAT ADVERTISEMENT IST

Advenemmt is a mass communicating of information intended to persuade buyers

to by products with a view to maximizing a company's profits. The elements of
advertising are:

1)It is a mass communication reaching a large group of consumers.

2) It makes mass production possible.

3) It is non-personal communication, for it is not delivered by an actual person, nor

is it addressed to a specific person.

4) It is a commercial communication because it is used to help assure the

advertiser of a long business life with profitable sales.
5) Advertising can be economical, for it reaches large groups of people. This
keeps the cast per masage low.

6) The communication is speedy, permitting an advertiser to speak to millions of

buyers in a matter of a few hours.

7) Advertising is identified communication. The advertiser signs his name to his

advertisement for the purpose of publicizing his identity.

ORIGIN AND DEVELOPMENT

The origin of advertising as a public announcement is traceable to the town crier

and the village drummer. They used their lungs to shout out their own or others'
messages. The messages could relate to government proclamation or even to sales
of goods on "market days Then there were signs on shops or drinking houses to
indicate the name of the shop owner or of the shop The highly urbanized cities of
Mohenjodaro and Harappa in Indis must have employed some form of advertising
to sell the many types of art and craft items that the ancient civilizations were
famous for.

Advertising as a discrete form is generally agreed to have begun with newspapers,

in the seventeenth century, which included line or classified advertising. Simple
descriptions, plus prices, of products served their purpose until the Inte nineteenth
century, when technological advances meant that illustrations could be added to
advertising, and color was also an option.

Excavation in Pompeii and other ancient cities have also thrown up evidence of
some form of advertising. Says one advertisement in Latin found in Pompeii: 'A
copper pot has been taken from this shop. Whoever brings it back will receive 65
cents. If anyone shall hand over the thief, he will receive an additional reward'.
Such a public announcement has a striking resemblance to modern 'classified'
advertisements. Further, an excavation suggests that notices of theater
performances, garaes, entertainments, and other public events were painted on the
walls of the busy centers of the city. This was also the practice among the ancient
Romans: they 'albums' (places on walls made smooth and white for writing or
carving), stone tablets and even playing cards for making announcements of public
interest. Public notices were places in the 'Acta Diurna, a wall-newspaper that
provided daily news of Senate politics.

MODERN ADVERTISING HISTORY

Modem advertising was made possible by the invention of printing, and the
subsequent attempts to print notices, posters and bills in large numbers. However,
it was the industrial revolution in Europe, combined with large-scale arbanization
and mass production. of goods, and the growth of the publishing business that
made the expansion of competitive advertising possible. The eighteenth and
nineteenth centuries in Europe and the United States were witness to migration of
peopie from rural to urban areas, there to work in factories and live in crowded
unhygienic conditions. The industrial revolution proved to be a success on the back
of the working classes, and the availability of large markets in the 'colonies' from
where cheap raw material could be bought.

Mass production resulted in the need to market the products as they rolled out of
factories. Advertising war hit upon as a powerful tool to stimulate public demand
for standardized factory products. Advertising was welcomed by the growing
printing and publishing trades as it subsidized their costs of production, this went a
long way in keeping the price of newspapers low. By 1861 there were as many as
5,000 newspapers and magazines in the United States, with several of them
publishing more advertisements than news or articles. 'Space sellers' entered the
business world to act as middlemen or brokers between the manufacturers and the
press.

HISTORY OF ADVERTISING

Advertising, in ancient and medieval times, wat primitive when measured by the
present day standards. But the basic reason for employing this technique was the
same. That is, to communicate information and ideas to people in order to change
an attitude or persuade.
The important forms of advertising used prior to the time of printing presses are
given below:

A) Trademarks: Skilled craftsmen placed their individual marks on goods like

vessels, pottery, leather goods etc. As the reputation of one particular artisan
spread by word of mouth, his/her goods also became popular.

B) Signs: Few people could read in the ancient days and merchants used symbols
and signs carved in stene, clay or wood and displayed them prominently to inform
customers of the a availability of goods. For example, a barrel indicated a wine
shop and a boot indicated a shoemaker's shop.

C) Town criers: In ancient Egypt and Greece merchants hired town criers, a group
of professional criers, to walk through the streets and announce the arrival of ships
and cargo.
The invention of movable type by Gutenberg of Germany in 1440 led to the
first form of mass advertising. At the end of 15th century, the first posted
advertisement began to appear. These were handwritten announcements and they
were posted up on church and cathedral doors by clergymen looking for work.
Lecturers and teachers were quick to use this medium to announce their services
William Caxton, who introduced priming in England, produced the first
printed advertisement in English in 1472. With the regular publication of
newspapers and magazines, advertising became a standard feature.

HISTORY OF ADVERTISING IN INDIA

The history of advertising in India parallels the history of the Indian Press.
You would have learnt in the module on print media that the first issue of the first
newspaper of the Indian subcontinent, was the 'Bengal Gazette' or the 'Calcutta
General Advertiser', started by James Augustus Hicky on January 29, 1780. During
the early years the newspapers announced births, deaths, appointments, arrival and
departure of ships and sale of furniture.

By the beginning of the 19th century the pattern of advertising revealed a

definite change. Even the daily newspapers announced themselves through
advertisements in existing periodicals. The power of advertising increased rapidly
with the growth in trade and commerce

By 1830, around three dozen newspapers and periodicals were being published
on a regular basis from India. With the rise of new industries, advertising, even
from British companies, increased.

The growth of advertising in India is also linked to the Swadeshi movement

(1920- 1922), which gave impetus to Indian industries. Do you remember the
names of some of the freedom fighters associated with the Swadeshi Movement?
Mahatma Gandhi described Swadeshi as "a call to the consumer to be aware of the
violence he is causing by supporting those industries that result in poverty, harm to
workers and to humans and other creatures." Swadeshi Movement was an attempt
to take economic power from the British by the use of domestic made products.
Spinning the Charkha and wearing Khadi became a very powerful tool to fight the
British government.

HISTORY OF MODERN INDIAN ADVERTISING

The first Indian ad agency, the Indian Advertising Agency, was launched in the
very early years of the 20th century. On the other hand, B Dattaram & Co, located
in Girgaun in Mumbai and launched in 1905, also claims to be the oldest existing
Indian agency! This was followed by the launch of the Calcutta Advertising
Agency in 1909.

By the 1920s a number of Indian agencies were working from the major Indian
cities, the most important being the Modem Publicity Company in Madras, Central
Publicity Service in Bombay and Calcutta and the Oriental Advertising Agency in
Tiruchirapalli. In 1931, the first full-fledged Indian ad agency, the National
Advertising Service, was established. During the post independence era, the
advertising business was well on its way to growth and expansion. The Indian
Society of Advertisers was formed in 1951 and in May 1958, the Society of
Advertising Practitioners was established and advertising clubs came up in
Bombay and Calcutta to promote higher standards of work
Market research and readership surveys led to further professionalisation of the
advertising industry. Television Rating Points, popularly known as TRP
measurements, provided ad agencies with statistical data on consumer viewer ikes
and dislikes and helped them create effective media plans and ad campaigns. The
introduction of multi-colour printing, improved printing machines and the
development of commercial art gave the ad business a further boost. The
advertising agencies expanded their services and this was due to the phenomenal
growth in media. Besides selling space in new spapers and magazines, they began
to offer art sworks, organization of fairs and exhibitions and market research.

SOME IMPORTANT YEARS IN ADVERTISING HISTORY

1780 Modern advertising history began with classified advertising. Ads appeared
for the first time in print in Hickey's weekly newspaper, the Bengal Gazette.
Newspaper studios trained the first generation of visualizers and illustrators to
produce advertisements for the print media.

1905 B Dattaram & Co, one of the early companies making advertisements for
newspapers was launched in Mumbai.

1920-1922 Years of the Swadeshi movement

1920-1929 The first foreign owned ad agencies were set up. 1931 The first ad
agency, the National Advertising Service was sestablished.

1951 The Indian Society of Advertisers was formed.

ADVERTISING IN THE EARLY 20TH CENTURY

Two main events responsible for growth of Indian advertising agencies were the
Swadeshi Movement (1907-1911), which gave rise to indigenous industries, and
the second, was the installation of first rotary linotype machine by the Statesman of
Calcutta in 1907.
In few years, other papers too installed the new machine, which made it possible to
produce a cheap newspaper with a large national circulation. The first Indian Ad
Agency, the Indian Advertising Agency, was launched around this time, and is still
going strong. The main functions of these agencies were to secure advertisements
and to get them published in the press. The major British agencies during this time
were: Alliance Advertising Associates, Publicity Society of India, L.A. Stronach
and Co, and others. They catered to the need of the affluent British and Indian
elites living in the metropolitan cities. They rarely advertised Mass consumer items
like tea and cigarettes.

During the war, press advertising was exploited to raise funds for the war effort.
Ad Agencies established during this period included Alliance Advertising
Association Ltd, at Bombay, started by the British India Cooperation of Kanpur, to
sell its manufactured goods. Mr. L.A. Stronach, the manager of Alliance, bought
up the Bombay branch of the agency and started in 1922 his own agency, with a
branch in London. It provided production and media services to advertisers (unlike
the space-selling agencies) and so even manufacturers of competing products or
brands had to use these services.

The Inter-War Years

During the inter-war years a few Indian agencies too sprang up, the most notable
being the modem Publicity Co. in Madras, the Calcutta Publicity, and the Oriental
Advertising Agency in Tiruchirapalli. The Vasudevea Publicity Service was started
in Delhi to carry out outdoor publicity campaigns in Uttar Pradesh, Punjab and
Delhi. In 1931, the first full-fledged Indian Ad Agency, the National Advertising
Service, was established. Among the other Indian Agencies to be launched during
this period were: New India Publicity Co. 1930, Paradise Advertising Agency of
Calcutta (1928), the Indian and Eastern Newspapers Society (IENS), and others.
The IENS was set up as a central organization of the newspaper owners of India,
Burma and Ceylon. The society looked after the interests of newspaper publishing
houses; an indirect effect of the formation of the IENS was the standardization of
Ad agency practices. The IENS also sought to foster better publisher
agencyrelationship.
The establishment of the Advertising Agencies Association of India (AAAI) in
1945 and the Audit Bureau of Circulation (ABC) in 1948 helped to bring some
order to the competitive field. The AAAI came to be recognized as a representative
body of the profession, with the authority to represent its interests and problems.
The ABC gave some credibility to the claims of newspapers regarding their
circulation.

POST-INDEPENDENCE ADVERTISING

Following World War II and the Indian Independence, the British-owned agencies
were sold to Indian business. Several agencies, however, retained an 'affiliate'
status with the main branches of the agencies in London. They continue to enjoy
this status even today," though American multinational agencies have replaced
affiliation with British agencies.

At independence the advertising business was well on its way to growth and
expansion. Partition did not touch the business at all. The introduction of
multicolor printing, improved printing machines (like offset and web offset), and
the development of commercial at gave the Ad business a further leap. Agencies
began to offer, besides space selling, many more services, such as artwork,
organization of fairs and exhibitions, market research, public relations
consultancies.

The phenomenal growth in the media, especially television and cable has given a
best to Indian advertising. Market research and readership surveys have led to the
further professionalization of the business. Individual publishing houses like 'The
Hindu and The Times of India' first conducted readership surveys. Now, National
Readership Surveys (NRS) and Indian Readership Surveys (IRS) as well as
regular Television Rating Points (TRP) measurements provide advertisers with
statistical data on which to base their media plans

OBJECTIVES (SCOPE) OF ADVERTISING

Each advertisement is a specific communication that must be effective, not just

for one customer, but for many target buyers. This means that specific objectives
should be set for each particular advertisement campaign. Advertising is a form of
promotion and like a promotion; the objectives of advertising should be specific.
This requires that the target consumers should be specifically identified and that
the effect which advertising is intended to have upon the consumer should be
clearly indicated. The objectives of advertising were traditionally stated in terms of
direct rales. Now, it is to view advertising as having communication objectives that
seek to inform persuade and remind potential customers of the worth of the
product. Advertising seeks to condition the consumer so that he/she may have a
favourable reaction to the promotional message. Advertising objectives serve as
guidelines for de planing and implementation of the entire advertising programme.

The basic objectives of an advertising programme may be listed as below:

1) To stimulate sales amongst present, former and future consumers. It involves a

decision regarding the media, eg. TV rather than print:
2) To communicate with consumers. This involves decision regarding copy;
3) To retain the loyalty of present and former consumers. Advertising may be used
to reassure buyers that they have made the best purchase thus building loyalty to
the brand name or the firm.
4)To increase support. Advertising impliedly bolsters the morale of the sales force
and of distributors, wholesalers, and retailers,; it thus contributes to enthusiasts and
confidence attitude in the organizational.
5) To project an image. Advertising is used to promote an overall image of respect
and trust for an organization. This message is aimed not only at consumers, but
also at the government, shareholders, and the general public.

PRESENT STATUS OF ADVERTISING INDUSTRY IN INDIA

The Indian advertising industry has evolved from being a small-scaled business to
a full-fledged industry. The advertising indinary is projected to be the second
fastest growing advertising market in Asia after China. It is estimated that by 2015,
the share of ad spend in India's Gross Domestic Product (GDP) will be around 0.45
per cent.
The Indian govemment has given tremendous support to the advertising and
marketing industry Advertising expenditure is likely to increase in the financial
sector, driven by Reserve Bank of India (RBI) policies which could result in a
more favourable business environment. Also, proposed liemees for new banks and
better market sentiments reader the advertising and marketing industry in India a
fertile space.

Market size

Print contributes a significant portion to the total advertising revenue,

accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and
digital contributes 11 percent of the total revenue. Outdoor, Radio and Cinema
make up the balance 10 per cent.
India's digital advertisement market is expected to grow at a compound annual
growth rate (CAGR) of 33.5 per cent to cross the Rs 25,500 crore (US$ 3.8 billion)
mark by 2020.
The Internet's share in total advertising revenue is anticipated to grow twofold
from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which was
estimated at Rs 2,900 crore (US$ 435 million) in 2013, could jump threefold to Rs
10,000 crore (US$ 1.5 billion) in five years, increasing at a compound annual rate
of 28 per cent.

Recent Developments:

GroupM, the US-based advertising media company, has acquired a majority

stake in MediaCom India, a joint venture between GroupM India and Madison
Media group's principal shareholder Sam Balsara, for an undisclosed amount.
Dubai-based Iconiction Ltd plans to enter the Indian retail analytics space in
partnership with local entrepreneur Mr Anil Hirani, to set up Iconiction India Ltd.
Flipkart, India's largest e-commerce marketplace, has re-entered the private
label business by launching Smart Buy, with a view to boost earnings and fill gaps
in its product selection.

Cognizant Technology Solutions has announced the acquisition of Mirabeau

BV, Netherland-based digital marketing and customer experience agency, which is
expected to expand Cognizant's capabilities in digital business domain in
Netherlands and Europe.

The Indian Railways is working on a new advertising policy aimed at installing

100,000 big digital screens at 2,175 railway stations across the country, which is
expected generate Rs 11,770 crore (US$ 1.76 billion) revenue annually.

Times Internet Limited plans to invest US$ 100 million in development of

smart marketing technology platform Colombis, which will serve its marketers to
engage with around 200 million digital users per month.

Zarget, a Software-as-a-Service (SaaS) based conversion rate optimisation

start-up has raised USS 1.5 million in seed funding from Accel Partners, Matrix
Partners and Freshdesk Inc's founder Mr Girish Mathrubootham, which will be
used to build more marketing related tools.

[Link], one of India's largest and fast growing e-commerce companies,

has acquired TargetingMantra (Insightful Pvt. Ltd), which is a Gurugram-based
marketing and personalisation services company, as part of its plan to enhance the
experience for its customers.

Indian Railways has appointed Emst & Young (EY) as a consultant to discover
its advertising potential, which is in line with the Railway Budget proposal of
increasing non- fare earnings to over Rs 5,000 crore (US$ 750 million) in five
years.

MoMark Services, a mobile based customer engagement platform for small

and medium businesses, has raised US$ 600,000 from YourNest Angel Fund and
LNB Group, to scale up its product offerings and talent acquisition.

Tata Motors has appointed renowned football player Lionel Messi as the
global brand ambassador for Tata cars and utility vehicles globally, with an aim to
tap the youth and expand visibility and presence of Tata Motors in newer markets.
 Advertising agency J Walter Thompson has launched its global digital agency
network 'Mirum' in India which will provide services such as strategy and
consulting services, campaigns and content, experience and platforms, analytics
and innovation and product development, with the target to increase non-traditional
media revenues to 40-45 per cent from 35 per cent currently.

DDB Mudra Group has planned to launch Track DDB, a brand that addresses
the data-led world of marketing communications, which will provide services like
creative, data and digital analytics, database marketing, CRM, digital and mobile
marketing in India.

All India Radio (AIR) has appointed 'releaseMyAd' as a virtual agency to let
advertisers book ads for all of AIR's station online.

Google is all set to help India implement Prime Minister Mr Narendra Modi's
"Digital India" initiative, and the government has a well laid out plan to realize it,
said Google's Chief Internet Evangelist Mr Vinton G. Cerf. Digital India is Ps 1.13
trillion (US$ 16.95 billion) government initiative that seeks to transform the
country into a connected economy, attract investment in electronics manufacturing,
and create millions of jobs and support trade.

As companies look for better productivity and increasing efficiencies in a tough

market environment, market research firm Nielsen has launched its first consumer
neuroscience lab in India at its Mumbai headquarters. The neuroscience lab will
augment the company's research capabilities in packaging and research, improving
their effectiveness.

MPS North America LLC, the US subsidiary of Bengaluru-based publishing

solutions provider MPS Ltd, has acquired Electronic Publishing Services Inc.
(EPS), a New York-based firm with interests in content creation, art rendering,
design and production. The deal will allow MPS to strengthen its foothold in North
America.

Jaipur-based Girnar Software Private Limited, which owns and operates the
website [Link], announced that it has raised US$ 50 million in its second
round of funding. The funding was led by Hillhouse Capital with participation
from Tybourne Capital and Sequoia Capital.

ZipDial has become the first Indian technology product startup to be bought by
Twitter in what is the third such deal led by a global corporation following the
acquisitions by Facebook and Yahoo. The ZipDial deal is expected to cost Twitter
US$ 34-35 million. This feature is expected to help Twitter reach people who will
come online for the first time in countries such as Brazil, India and Indonesia,
mostly using a mobile device.

Telecom major Axiata's subsidiary, Axiata Digital Advertising (ADA) has

formed a joint venture with US-based advertising tech firm Adknowledge to get
into the US$ 47 billion digital ad market in the Asia Pacific region and has
identified India as a key market.

Government Initiatives

The Governments of India and Canada have signed an audio-visual co-

production deal which facilitates producers from both countries to harness their
collective artistic, technical, financial and marketing resources, and encourage
exchange of culture and art between the two countries. The agreement is also likely
to lead to better promotion of Indian locales for shooting films. "The agreement
will also lead to the transparent funding of film production and boost export of
Indian films into the Canadian market," as per the agreement.

India and Poland are seeking to enhance cooperation in the digitisation and
restoration of film archives. This was decided in a meeting between Mr Bimal
Julka, Secretary of Information and Broadcasting, India, and a delegation from
Poland led by Ms Malgorzata Omilanowska, Secretary of State. The two countries
will form a joint working group that will help improve cooperation in fields such
as student exchange programmes, animation, films and digitisation, among others.
Mr. Rajyavardhan Singh Rathore, Minister of State for Information &
Broadcasting, has announced that Indian government has planned to increase
advertising spend on the digital platform which will help increases the
government's presence in digital media.
Road Ahead

The advertising and marketing sector in India is expected to enjoy a good run.
Growth is expected in retail advertisement, on the back of factors such as several
players entering the food and beverages segment, e-commerce gaining more
popularity in the country, and domestic companies testing out the waters. The rural
region is a potentially profitable target.
For instance, in the automobiles sector, the focus of two-wheelers on rural areas
could mean more launches and more advertising spends. The telecom sector could
see growth as well, driven by better smartphone penetration and service providers
cutting down on prices.

ADVERTISING AND ECONOMY

Economic Benefits of Advertising

Advertising can play an important role in the process by which an economic

system guided by moral norms and responsive to the common good contributes to
human - provided they development. It is a necessary part of the functioning of
modem market economies, which today either exist or are emerging in many parts
of the world and which conform to moral standards based upon integral human
development. In such a systemi, advertising can be a useful tool for sustaining
honest and ethically responsible competition that contributes to economic growth
in the service of authentic human development.

Advertising does this, by informing people about the availability of rationally

desirable new products and services and improvements in existing ones, helping
them to make informed, prudent consumer decisions, contributing to efficiency and
the lowering of prices, and stimulating economic progress through the expansion
of business and trade. All of these can contribute to the creation of new jobs,
higher incomes and a more decent and humane way of life for all.

Economic Harms of Advertising

Advertising can betray its role as a source of information by misrepresentation and
by withholding relevant facts. Sometimes, too, the information function of media
can be subverted by advertisers' pressure upon publications or programs not to treat
of questions that might prove embarrassing or inconvenient. More often, though,
advertising is used not simply to inform but to persuade and motivate- to convince
people to act in certain ways: buy certain products or services, patronize certain
institutions, and the like. This is where particular abuses can occur.

The practice of "brand"-related advertising can raise serious problems. Often

there are only negligible differences among similar products of different brands,
and advertising may attempt to move people to act on the basis of irrational
motives ("brand loyalty," status, fashion, "sex appeal," etc.) instead of presenting
differences in product quality and price as bases for rational choice.

GLOSSARY OF TERMS

Ad Copy: All spoken words or printed text in an advertisement.

Ad Impressions: The number of times an advertisement is seen by audiences.

Advertising: A paid commercial message promoting the university and/or its

campuses, sits, programs, events, and people. An advertisement can appear in print
or electronic publications, including internet sites and CDs; on radio, television, or
other means of electronic distribution (such as podcasts); and on public media such
as banners, billboards, kiosks, and signage in transportation hubs.

Advertising Plan: An explicit outline of what goals an advertising campaign

should achieve, how to accomplish those goals, and how to determine whether or
not the campaign was accesful in obtaining those goals.

Advertorial: An advertisement that resembles a news article or editorial in a print

or electronic communication that promotes a single program, service, or point of
view.
Agency Commission: The agency: fee for designing and placing advertisements.
Generally, this is calculated as 15 percent to 20 percent of the amount spent to
purchase space or time in the various media used for the advertising.

Banner Ad: A graphic image used on websites to advertise a product or service.

Banner ads come in mumerous sizes but often are rectangular.

Billboard: An outdoor sign or poster. Costs for a specific billboard are determined
by the board's size and the amount of traffic that passes its location.

Bleed: Allowing a picture or advertisement to extend beyond the normal margin of

a printed page, to the edge of the page.

Broadcast TV: Television stations whose signals are carried to households over
airwaves.

Bus Card: An advertising poster attached to the side or back of a bus.

Bus Wrap: An advertising message imprinted on high-quality vinyl adhesive that

is attached to the bus exterior.

Cable TV: Television station whose signals are carried to households by cable and
paid by subscription.

Camera-Ready Ad: An advertisement that has been output through a high-quality

laser printer and is in sufficiently finished form to be photographed for printing.

Channel: Any medium through which a message can be sent to a receiver,

including oral communication, print media, TV, and the internet.

Circulation: The total number of distributed copies of a publication at a specified

time.
Classified Advertisement: In print media, any advertisement that is limited to
certain classification of goods and services (such as programs and events listings)
and usually limited in size and content.

Closing Date: The date by which all advertising must be ordered from a specific
medium in order to secure dates, times, and placements.

Column Inch: A unit of measure by newspapers whereby advertisement space is

purchased by the width, in columns, and the depth in inches. For example, an
advertisement that is three standard columns wide and five inches tall (or deep)
would be 15 column inches.

Designated Market Areas (DMA): The geographical areas in which TV stations

attract most of their viewers

Display Advertisement: In print media, any advertisement other than a classified

ad.

Double Truck: A two-page spread in a print publication, where the advertisement

runs across the middle gutter.

Drive Tine: The hours when the most commuters are in their cars. During "drive
time," radio advertising costs more because of increased listeners.

Duration: The length of viewing/listening broadcast time (in hours

minutes:seconds) for a radio, television, webcast, podcast, CD, video, or other
electronic formatted production.

Editorial Calendar: The part of a magazine or newsletter media kit that describes
the editorial content planned for each issue in the coming year.

Flat Rate: A media rate that allows for no discounts.

Full-Service Agency: An agency that handles all aspects of the advertising

process, including planning, design, production, and placement.
Impressions: Use each news outlet's circulation number (or listenership,
viewership. audience, or number of subscribers or members)

Inline Ad: An online ad located anywhere on the page that consists of a few lines
of copy and/or an image together with a link or email address for action.

Insert: Advertisernent or other promotional matter published by an advertiser to be

inserted in a magazine or newspaper. It may be bound into the publication or
inserted loose without binding.

Insertion Date(s): The day or issue month your advertisement appears in the
publication.

Insertion Order: A written authorization for a publisher to run a print

advertisement in a specific publication on a certair date at a specified price.

JPEG (.jpg): A common image file format that is very effective at displaying high
color images in a compact file size. Photographs to be used on the internet often
are compressed as jpgs.

Jump Page: The page that is displayed when a user clicks on a website banner.
Often this is just the home page for a product or service, but special promotions
may have more complicated pages.

Local Time: Radio spots available for purchase by a local advertiser.

Marketing Campaign: A specific series of strategies, tactics, and activities

designed to get desired marketing messages to intended target markets. A
marketing plan should be researched and developed to include an outline of what
goals the campaign is to achieve, how to accomplish those goals, and how to
measure the success of the campaign in achieving those goals.

Media Kit: Information offered to potential advertisers by publishers to help the

advertisers understand the publishers 1ates, visitor demographics, terms, etc.
 Media Outlet: A publication or broadcast organization that transmits information,
news, entertainment, and advertising messages. Media outlets can include print
publications, electronic newsletters, websites, billboard, radio stations, as well as
broadcast and cable TV stations.

Medium (plural, Media): A vehicle or group of vehicles-such as newspapers,

websites,television, cable television, radio, billboards-used to convey information,
news, entertainment, and advertising messages to an audience.

Out-of-Home: OOH is advertising that reaches the consumers while they are
outside their homes and would include advertisements placed on billboards,
busses, shopping area directories, etc.

PDF (Portable Document Format): An open file format used to create or view
documents. PDF files can be used to review and approve ads. In some cases, they
also can be used as the final file format sent to the media outlet.

Podcast/Podcasting: A media file that is distributed over the internet using

syndication feeds for playback on portable media players and personal computers.

Pop-Up: An ad that appears in a separate window either on top of or underneath

the user's current webpage.

Preferred Position: A position in a printed publication that is thought to attract

more reader attention and is sold at a higher rate; for example, the back or inside
front cover of a magazine.

Prime Time: Highest level of TV viewing (8 to 11 p.m. EST).

Proof: Copy of the advertisement distributed for changes or corrections prior to

final approval.

Public Service Announcement (PSA): Announcement on television or radio

serving the public interest typically run by the media at no charge.
Rate: The amount charged to an advertiser based on unit of space or time
purchased. The rate may vary from national to local campaigns, or it may be a
fixed rate based on a specific market.

Rate Card: Information cards provided by both print and broadcast media that
contain information about advertising costs, mechanical requirements, special
issues, closing dates, cancellation dates, circulation data, etc.

Reach: The total number of people or households exposed to an advertisement

during a specified time. Reach measures the true extent of audience exposure to a
medium and is usually expressed as a percentage of the total market.

Reservation Date: The day you request that a publication set aside space for your
organization because you will be advertising in a particular issue. Typically,
advertisement space must be reserved a number of days in advance of the insertion
date.

Run Date: The day your advertisement appears in the publication; also known as
insertion date.

Run-01-Press (ROP): A newspaper publisher's option to place an advertisement

in whatever section is available rather than in a preferred section, such as business,
education, or classifieds. Also known as run-of-paper.

Run-of-Schedule (ROS): A broadcast station's option to place an advertisement in

any time. slot they choose; also known as run-of-station.

Run-of-Site: A website's option to place an advertisement on any webpage of the

targeted site.

Sandwich Board: Two hinged boards with advertising messages that are placed at
an advantageous location.
Sidebar Ad: An online ad (also known as a skyscraper ad) that is vertically
oriented and positioned on the left or right edges of the webpage.

Space Reservation: Notification to a media vendor, either written or verbal, of

intentions to run an ad.

Spot (Spot Announcement): 15-, 30-, or 60-second radio or television

commercial.

Spot Color: The technique of coloring for emphasis some areas of basic black-
and-white advertisements, usually with a single color.

Spot Television (or Radio): Time slots purchased on a market basis rather than
through a network and allowing for greater flexibility for advertisers.

Storyboard: A series of panels roughly depicting scenes, copy, and shots proposed
for a television commercial. The storyboard provides a good representation of the
concept for a commercial before extensive production charges are incurred.

Submission Date: Date by which advertisement must be provided to the medium

in order to appear on or in a specific date, time, or place.

Subway Card: Advertising poster attached to the interior of a subway car or train.

Syndication Feed: A form of syndication in which content on a website is made

available for other sites to use.

Target Audience: A specific audience or demographic group for which an

advertising message is designed.

Time Slot: A specific time bought for airing a commercial on radio or television.

Total Audience Plan (TAP): A radio advertising package rate that guarantees a
percentage of spots in the better parts of the day.
URL (Uniform Resource Locator): The URL is the internet "address" of a
website or webpage. A browser requires this information in its location box in
order to load a webpage.

Voice Over: A recorded narrator who is heard but not seen in a television
commercial, or narration that is distinct from the scene portrayed in a radio
commercial.

Volume Discount: A price discount offered to advertisers willing to commit to a

certain quantity of advertisements at a certain rate.

Webcasting: The process of delivering audio and/or video online. Audio or video
webcasts can be delivered live (as an event happens) or on-demand (at the user's
convenience). They can be streamed (delivered progressively as it is viewed) or
downloaded (delivered in its entirety before it can be played) by the user.
Advertisements can be inserted at the beginning of the webcast.

UNIT-II

ADVERTISING AND MEDIA

MEDIA VEHICLES

"Media vehicle" refers to specific methods of media used by companies to deliver

advertising messages to targeted customers.

Newspapers:

Life without newspapers is like life without a cup of tea or coffee.

Newspaper is one that gives news, views, interpretations, opinions, comments and
explanation regarding social, economic, political, cultural, moral, ecological,
meteorological and wide variety of walks of fast changing life. In India, there are
21 major languages, published in 91 languages, India has 20,000 newspapers. For
every 40 literate persons there is one paper.

The merits of news-paper as a medium of advertising are:

1. Wide coverage.

2. Quick response

3. Regularity and frequency. 4. Flexibility and speed.

5. Economical.

The relative demerits are:

1. Shortest life.

2. Lack of quality reproduction.

3. Waste in circulation.

4. Possibility of duplication

Radio:

Radio advertising can be aptly called as 'word of mouth' advertising on a

wholesale scale which was accepted in 1920. It has a history of 71 years to-date.
India, as a late beginner, started commercial broadcasting only in 1967 by now
radio has covered 100 per cent of population. At present, there are 175 medium
wave transmissions, 60 short wave transmitters and 110 F.M. transmitters.

At present, there are 60 million sets which work out a set for every two people.
The advertisements may be straight commercials dialogue, commercials
dramatised, commercials integrated commercials and musical commercials.
The relative merits of radio advertising are:

1. Hama touch

2. Flexibility and timing.

3. Mass coverage 4. Economy and

5. Selectivity

The demerits are:

1. Message perish ability.

2. Lack of illustration

3. Limited time.

4 Wastage.

Television:

Radio ruled the scene between 1920 and 1970, its greatest and-latest rival has
been television that smashed its supremacy from 1950s.

In India, it was commissioned for the first time in 1959 and went commercial
in 1976 and transformed into colour in 1982. By now, 90 per cent of the population
is covered by the way of television.

We have 10 million sets working in India giving a figure of one set for every
100 people. Television advertisements are called as television commercials lasting
for 10, 15, 20 and 30 seconds. These may be 'stop motion", "puppets", "cartoons' or
'line-action type'.
The relative merits are:

1. Deep impact.

2. Selectivity and flexibility.

3. Mass communication media.

4. Upper hand in distribution and

5. Life like presentation.

The demerits are:

1. Shortest life. 2. Costlier

3. The clutter problem 4. Time taxing

Outdoor advertising media:

advertising is the only one of its kind that has been carried for ages. This is the
media to reach the people when they are out of doors. The ad message is delivered
to the audience like print and broadcast media; rather the message is placed in
strategic places exposed to moving audience.

Its strength is tremendous because, 97 per cent of the total adult population
moves out of doors every week. Its vehicles are: posters, printed displays, electric
signs, travelling displays, sky writing, sandwich men and the like.

A 'poster' is a sheet of paper pasted on a wooden or a card or metal board

depicting the ad massage. It can be standardized or non-standardised as to size and
colours.
 The success of poster rests on poster designing and the site of pasting. A
'printed display' is the painted bulletin and the wall painting. It is standardised
metal sheet of rectangular shape hung on hoarding stands at strategic places.

An 'electrical sign' is a spectacular sign giving light effects, creating charming

and enchanting scene in the dark. A travelling display' is an advertising sign seen
in and outside travelling vehicles like train, buses, car, taxis, trams, autos and the
like.

A 'sky writing' is a kind of publicity where message is spread in the sky in the
form of a smoke or fire-workers nor the lights. A 'sandwich-men' advertising is the
team of tall and dwarf men singing and spending the ad message and is the oldest
and the simplest of all vehicles of outdoor advertising.

The relative merits are:

1. Wider and deeper appeal.

2. Greater flexibility.

3. Economy.

4. Easy accommodation and

5. Beautification.

The demerits are:

1. A reminder publicity.

2. Uglification.

3. Heavy investments

4. Immeasurability
Exhibitions:

Exhibitions can be an excellent way to promote your business and the products
and services that you offer. They are also a great way to network with other
industry members and grow your customer base. An Exhibition is an event where
goods and services in a specific industry are exhibited and demonstrated to the
general public. Exhibitions can be useful marketing tools; however, not all
businesses benefit from them. Consider your business situation and do your
research before getting involved in trade shows and exhibitions.

Hoarding (Billboard):

A billboard (also called a hoarding in the UK and many other parts of the
world) is a large outdoor advertising structure (a billing board), typically found in
high-traffic areas such as alongside busy roads Billboards present large
advertisements to passing pedestrians and drivers. Typically showing witty slogans
and distinctive visuals, billboards are highly visible in the top designated market
areas.

The largest ordinary sized billboards are located primarily on major

highways, expressways or principal arterials, and command high-deurity consumer
exposure (mostly to vehicular traffic). These afford greatest visibility due not only
to their size, but because they allow creative "customizing through extensions and
embellishments.

Handbill

A handbill is essentially an advertisement service which is printed on a small

sheet, for the purpose of handing it over o customers manually. These handbills are
usually used to advertise sales goods, services, and other types of commercial
businesses, by individuals, non-profit organizations, businesses or Governments.
Handhills gene rally do not include newspaper ads. Handbills are also commonly
referred to as flyers, leaflets, pamphlets or circulars.
 This type of marketing for products/ services could pose to be cost efficient as
cumpared to other means such as television advertising, for small businesses

For example, handbills are commonly used by new restaurants when they
open. They distribute handbills around the locality, informing these potential
customers about the whereabouts and other details of these new places, and also
any promotional discounts that they may be offering to them.

TYPES OF ADVERTISING

Classified advertising

Classified advertising is a form of advertising which is particularly common in

newspapers, online and other periodicals, Classified advertisements are much
cheaper than larger display advertisements used by businesses, although display
advertising is more widespread.

Advertisements in a newspaper are typically short, as they are charged for by the
line, and are one newspaper column wide.

Classified ads generally fall into two types: individuals advertising sales of their
personal goods, and advertisements by local businesses. Some businesses use
classified ads to hire new employees.

One issue with newspaper classified advertising are that it doesn't allow images,
even though display ads, which do allow images, can be found in the classified
section.

Display advertising

Display advertising is advertising on websites. It includes many different formats

and contains items such as text, images, flash, video, and audio. The main purpose
of display advertising is to deliver general advertisements and brand messages to
site visitors.
According to eMarketer, Facebook and Twitter will take 33% of display ad
spending market share by 2017. Google's display campaigns reach 80% of global
internet users. Also, desktop display advertising has eclipsed search ad buying in
2014, with mobile ad spending to overtake display in 2015.

First online advertisement:

The birthday of the first banner display on the World Wide Web was on the 27th
October 1994.

It appeared on HotWired, the first commercial web magazine.

The COCONET online service had graphical online banner ads starting in 1988 in
San Diego, California.

The PRODIGY service, launched also in 1988, had banner ads as well.

Political Advertising

Political advertising includes any advertising displays, newspaper ads, billboards,

signs, brochures, articles, tabloids, flyers, letters, radio or television presentations,
or other means of mass communication, used for the purpose of appealing, directly
or indirectly, for votes or for financial or other support in any election campaign.

Political advertising does not include letters to the editor, news or feature articles,
editorial comment or replies to editorials in a regularly published newspaper,
periodical, or on a radio or television broadcast where payment for the printed
space or broadcast time is not normally required.

General Requirements

● Most political advertising requires sponsor identification (a brief message

that explains who paid for the ad). The type of ad, print, broadcast, etc.,
determines how the sponsor ID must be displayed.
 ● All political advertising about a candidate for partisan office must identify
the candidate's party preference. There are no exemptions..

● Statements about candidates in political advertisements must be truthful.

● When candidate photos appear in political ads, at least one photo must have
been taken in the last five years and it can be no smaller than the largest
photo in the ad

Political advertisements are not required to identify the office or position a

candidate is seeking.

These instructions are for political advertising that is sponsored by a candidate or

has been coordinated with a candidate. Requirements for independent advertising -
advertising that not coordinated with a candidate are explained in the Political
Committee Instructions.

Public Service Announcements, also known as PSAS:

Unlike traditional commercials, Public Service Announcements (PSA) are

primarily designed to inform and educate rather than sell a product or service.
They have been around for decades, with the first ones being shown before the
second World War.

During the war, many PSA aware issued, often citing the need to be vigilant, and
support the war effort in every way possible. "Loose lips sink ships" is the kind of
message PSAS would air. Over the years, PSAs evolved to cover a vast array of
public interests, and are still around to this day.

The goal of a PSA is not to make a big sale, but rather to change public opinion
and raise awareness for a problem. The strategy here is to educate first and provoke
a feeling and reaction after that. However, sometimes money is solicited, although
usually not for profit.
Topics Covered by Public Service Ads:

As long as there have been advertisements, there have been ads for charitable
causes, government issues (including war), politics, religion and health & safety
issues.

A typical PSA will be for the latter, with topics including:

● Drinking and Driving

● Texting and Driving

● Drug Audiction

● Obesity

● Smoking

● Fitness

● Education

● Gambling

● Alcoholism

PSAs can be seen anywhere traditional ads are seen, including television and radio,
outdoor, lie, direct mail and in print. Due to the nature of the ads, many insertions
are provided at a discount.

Audio and television spots:

When advertising with traditional media, such as television or radio, advertising

space is typically referred to as an "advertising spot." These spots range in length,
typically 30 seconds or 60 seconds. When creating an advertisement for this type
of media, it is important to understand both format and medium to ensure you are
effectively reaching your audience.

Radio Advertising

Radio advertising spots are typically purchased with numerous air times in mind.
Spots during the top and bottom of the hour are typically more expensive than
spots played at the 15-minute marks. Advertisers can select how many times they
want their spots to be heard through the course of a day as well as on which shows.
Some programs can charge more for an ad spot, depending on their listenership as
well as the time of day the show airs. Prime drive time hours between 5 p.m. and 7
p.m. are the most expensive, while late-night ad spots are generally cheapest.

Television Advertising

Television ad spots are very similar in structure to radio advertising. They run at
specified times during specified programs. Prime time advertising is 6 p.m. to 10
p.m. and these spots can be very expensive, Ads purchased to run during sporting
events are the most expensive, while ads purchased to run during late-night
television are typically more affordable. Television ad spots are also more
expensive to produce than radio spots and require more design time.

UNIT 3

MEDIA PLANNING

Media planning is an exercise to find the best medium or combination of

media that will produce the best overall effect relative to the needs of the
advertised brand. Media planning in general should involve optimum benefits in
the long run. The media mix, in terms of balance of usage for TV. radio and print
media or other types of media vehicles, should be such that the best utility of the
advertising budget is obtained, and duplication of audience is avoided as far as
possible.
 There is no single best media strategy that is applicable in varied situations or
sometimes even in similar situations. Media strategies also differ because of
changing situations. For example, the state of the economy changes just as
consumers" tastes change. Advertisements for luxurious cars would therefore not
be effective during times of economic depression. Similarly, advertisements about
blue jeans, when jeans are not in fashion, would not have much impact To select
the right media and to search the right target audience for a desired response
advertiser or his advertising agency should go for a systematic media planning. the

Steps In Media Planning

The following are the steps in media planning:

1. Decide Target Market: It is necessary to decide specific market where planned

efforts can be directed.

2. Media Objectives: Media objectives are often stated in term of reach,

frequency, gross rating points and continuity.

(a) Reach: It refers to the number of different persons or household exposed to a

particular media schedule at least once during a specific time period.

(b) Frequency: It refers to the number of times within the specified time period
that an average person or household is exposed to message.

(c) Gross Ratings Points: It refers to the total weight of a media effort in
quantitative terms. GRP's are equal to each multiplied by average frequencies. E.g.
80% of the homes watch Chitrahar and they are exposed on average 2.5 times
within the 4 week period. The total impact or GRP's 80 × 2.5-200.

(d) Continuity: It refers to the timing of the media insertions.

3. Selection of Media Types: Every media plan requires that specific media types
to be selected. There are a number of advertising media available to the advertiser
for advertising the goods etc. These may be grouped under the following heads:
1. Press Advertising Media - (a) Newspapers and (b) Magazines and Journals.

2. Outdoor or Mural Advertising Media - (i) Posters, (ii) Advertising Boards,

(ii) Sandwich Boards, (iv) Electric Display, (v) Vehicular, (vi) Sticker, and (vii)
Sky Writing.

3. Direct Mail Advertising Media - (1) Circulars, (ii) Price-lists, (ii) Booklets, (v)
Leaflets, and Folders, (v) Business Reply Envelops and Cards, (vi) Gift Novelties,
and (vii) Personal Letters.

4. Broadcast Advertising Media - (a) Radio, (b) Television

5. Promotional Advertising Media - (1) Window Display, (ii) Show- Room, (in)
Exhibitions and Fairs, (iv) Interior Display. (v) Trade Shows, (vi) Samples,
Coupons and Premiums etc.

6. Miscellaneous Advertising Media (a) Cinema and Cinema Slides, (b)

Speciality Advertising, (c) Purchase Point Advertising, and (d) Video Advertising
etc. 4. Selecting Specific Media Vehicle: Once a decision is made on media types,
specific media vehicles within each medium must be chosen.

MEDIA SELECTION

Advertising media selection

Advertising media selection is the process of choosing the most efficient media for
an advertising campaign. To evaluate media efficiency, planners consider a range
of factors including: the required coverage and number of exposures in a target
audience; the relative cost of the media advertising and the media environment.
Media planning may also involve buying media space. Media planners require an
intricate understanding of the strengths and weaknesses of each of the main media
options. The media industry is dynamic new advertising media options are
constantly emerging. Digital and social media are changing the way that
consumers use media and are also having an impact on how consumers acquire
product information.

Types of advertising media

Television advertising:

Television advertising offers the benefit of reaching large numbers in a single

exposure. Yet because it is a mass medium capable of being seen by nearly
anyone, television lacks the ability to deliver an advertisement to highly targeted
customers compared to other media outlets. Television networks are attempting to
improve their targeting efforts. In particular, networks operating in the pay-to-
access arena, such as those with channels on cable and satellite television, are
introducing more narrowly themed programming (i.e., TV shows geared to specific
interest groups) designed to appeal to selective audiences. However, television
remains an option that is best for products that targeted to a broad market. The
geographic scope of television advertising may vary, from local or regional
advertising through to national coverage, depending on whether public
broadcasting or subscriber-based cable services are used.

Television advertising, once seen as the mainstay of media advertising, is facing

numerous challenges from alternative media, especially interactive and social
media. Technological innovations, especially the advent of ad blocking and
zapping, has eroded TV's immediacy and relevance for some audiences.

Radio advertising

Promotion through radio has been a viable advertising option for over 80 years.
Radio advertising is mostly local to the broadcast range of a radio station, however,
at least three options exist that offer national and potentially international
coverage. First, in many countries there are radio networks that use many
geographically distinct stations to broadcast simultaneously. In the United States
such networks as Disney (children's programming) and ESPN (sports
programming) broadcast nationally either through a group of company-owned
stations or through a syndication arrangement (ie., business agreement) with
partner stations. Second, within the last few years the emergence of radio
programming delivered via satellite has become an option for national advertising.
Finally, the potential for national and international advertising may become more
attractive as radio stations allow their signals to be broadcast over the Internet.

In many ways radio suffers the same problems as television, namely, a mass
medium that is not highly targeted and offers little opportunity to track responses.
But unlike television, radio presents the additional disadvantage of limiting
advertisers to audio-only advertising. For some products advertising without visual
support is not effective.[citation needed]

Print publications advertising

Print media continue to offer varied advertising opportunities Print publications

such as magazines, books, newspapers and Special Issue publications (such as
annuals) offer a variety of advertising opportunities:

Magazines, especially those that target specific niche or specialized interest areas,
are more tightly targeted compared to broadcast media. Additionally, magazines
offer the option of allowing marketers to present their message using high quality
imagery (eg, full color) and can also offer advertisers the ability to integrate
interactive, tactile experiences through the use of scratch-it papers impregnated
with scents (e.g., perfume).

Newspapers have also incorporated color advertisements, though their main

advantage rests with their ability to target local markets. For advertisers, the ability
to insert catalogs or special promotional material into the newspaper is an
advantage.

Special Issue publications can offer very selective targeting since these often focus
on an extremely narrow topics (eg, auto buying guide, tour guides, college and
university ratings, etc.).
Internet advertising

The Internet is the fastest growing advertising media The fastest growing media
outlet for advertising is the Internet. Compared to spending in other media, the rate
of spending for Internet advertising is experiencing tremendous growth and in the
US. trails only newspaper and television advertising in terms of total spending.
Internet advertising's influence continues to expand and each year more major
marketers shift a larger portion of their promotional budget to this medium. Two
key reasons for this shift rest with the Internet's ability to: 1) narrowly target an
advertising message and, 2) track user response to the advertiser's message.

The Internet offers many advertising options with messages delivered through
websites or by email:

Standard online advertising formats (eg. Banner ads, interstitials.) - A banner ad is

a rectangular advertisement appearing at the top or bottom of a web-page. Banner
ads are typically 468 X 60 pixels: An interstitial is an advertisement that interrupts
the user. It may be a full page or a pop up window.

Rich media advertisements - Ads that incorporate a variety of technology

components such as video and audio. Rich media ads are thought to deliver higher
impact messages.

Paid search advertising - A method of placing online advertisements on web

pages that show results from search engine queries. Through the same search-
engine advertising services, ads can also be placed on Web pages with other
published content.

Search engine marketing - A form of Internet marketing that involves the

promotion of websites by increasing their visibility in search engine results pages
(SERPs) primarily through paid advertising. SEM may incorporate search engine
optimization (SEO), which adjusts or rewrites website content and site architecture
to achieve a higher ranking in search engine results pages to enhance pay per click
(PPC) listings.
Online video gaming - An online game is a video game that is either partially or
primarily played through the Internet or another computer network. Advertisers
can pay to have their messages or products incorporated into the sets of online
games.

Paid inclusion - Paid inclusion is a search engine marketing product where the
search engine company charges fees related to inclusion of websites in their search
index. The use of paid inclusion is controversial and paid inclusion's popularity has
decreased over time among search engines.

Social-media advertising - is just one of the ways that advertisers use the Internet
to communicate with audiences

Email advertising - also known as internet direct marketing. Using email to

deliver an advertisement affords marketers the advantage of low distribution cost
and potentially high reach. In situations where the marketer possesses a highly
targeted list, response rates to email advertisements may be quite high. This is
especially true if those on the list have agreed to receive email, a process known as
"opt-in marketing Email advertisement can take the form of a regular email
message or be presented within the context of more detailed content, such as an
electronic newsletter. Delivery to a user's email address can be viewed as either
plain text or can look more like a website using web coding (e. HTML) However,
as most people are aware. there is significant downside to email advertising due to
highly publicized ises related to abuse (ie, spam)

Social media advertising - a collective term used to describe forms of online

advertising that focus on social networking services such as Facebook, Twitter,
Instagram. Online advertising has spawned a range of new segmentation and
targeting approaches including Affinity targeting. Behavioral targeting. Contextual
targeting and Geographic targeting and Purchase-based category targeting.

MEDIA MIX

Once the media selection is decided upon, the next step is to determine the mix of
the media one must use. A media mix is the combination of communication
channels your business can use to meet its marketing objectives. Typically, these
include newspapers, radio, television, billboards, websites, email, direct mail, the
Internet and social media, such as Facebook or Twitter Combining these channels
in a media mix enables you to communicate in the most effective way with
different types of customers and prospects at different stages of the purchase
decision, according to Entrepreneur.

Right Message to the Right Audience

An effective media mix delivers the right marketing message to your customers
and prospects at the lowest cost and with minimal waste. If you want to reach a
consumer audience across the country, you might use a media mix that includes
national newspapers, radio or television. If you wanted to reach a specific group of
business decision-makers, such as technical directors, your mix might include
specialist business magazines or exhibitions aimed at those directors. To reach a
small number of key executives who influence a major purchasing decision, you
might include personalized direct mail or an executive briefing session in your
mix.

Aligning Media Mix With Buying Stages

Entrepreneur notes that the emphasis in the media mix changes at different stages
in the buying cycle. When prospects are looking for information, they may read
publications covering their interests, search websites, visit trade shows or check
product review sites. So, it's important that you have information in the places they
are likely to visit. The emphasis in your media mix would be on raising awareness
through advertisements, press releases, product pages on your website,
participation in trade shows or comments on social media. When prospects have
expressed an interest in your products, you can use a different media mix to
murture them and move them toward a buying decision. The mix at this stage
might include email offering detailed product information, a seminar or a
customized sales proposal.
Integrated Media Work Harder

The components of a media mix are more effective when they are integrated. The
benefit of an imtegrated campaign is that the media mix is more effective when the
components work together and communicate consistent messages each time,
according to MMC Learning. In practical terms, that means using the same
creative themes and marketing messages across all elements of your medis mix.
Prospects viewing an advertisement, website page, direct mail piece or product
guide from an integrated campaign would receive consistent messages, with each
element of the mix reinforcing the others.

Fine-Tuning the Mix

Analytical tools are available to assess your media mix and improve the results you
achieve. These tools identify the strengths and weaknesses of your marketing
programs and your media mis. By demonstrating how changes in the mix can
affect results, the tools help you to reallocate your budgets and create a better mix
to improve marketing performance.

MEDIA BUYING

The specialist who is the counter part of the media sales representative is the media
buyer. Most of these specialists work for advertising agencies, although some are
retained by advertisers and some work for firms of media specialists who offer
media buying services to both advertising agencies and advertisers. Media buying
service is likely to be more personal and direct.

The media buying specialist helps to decide what media should be used for a
product, purchases the media, and controls and evaluates the performance of the
media purchased. There is growth of Media Buying Units (MBUs) throughout the
world, Advertising Agencies merge and form a group and then set up an
independent MBU to buy advertising space. The MBU benefits not only the
advertising agencies, and the advertisers because of cost-effective rates, but also
the media sellers. The media sellers can negotiate for rates, with one media buying
unit on behalf of a group of ad agencies.
 SPACE SELLING AND INSERTION OF AD

The phrase 'media sales' is used to describe the selling of advertising space in any
communication platform, such as newspapers, magazines, outdoor billboards &
screens, event sponsorship, commercial radio or television, business information/
data and online/digital. It can also be connected to the events/exhibitions and
conference industries where executives are responsible for selling delegate spaces
to attend the event or the selling of sponsorship opportunities.

The companies that run the communication medium employ sales people to ensure
that revenues generated from advertising are fully maximized.

What Is Media Sales?

● The phrase "media sales' is used to describe the selling of advertising space
in any communication platform, such as newspapers, magazines, outdoor
billboards & screens, event sponsorship, commercial radio or television,
business information/data and online /digital. It can also be connected to the
events/exhibitions and conference industries where executives are
responsible for selling delegate spaces to attend the event or the selling of
sponsorship opportunities.

● The companies that run the communication medium employ sales people to
ensure that revenues generated from advertising are fully maximised.

Working in Media Sales

● Contact potential clients, usually over the telephone but also in a face to face
environment (client presentations, client days out, business lunches/dinners),
to describe potential advertising opportunities.

● Contact existing clients to arrange the design and placement of

advertisements, the payments for this and to ensure their continued support.
 ● Account management of a client base ensuring that the clients' needs are
being catered for and that they are happy with the service and response. You
will review their existing spend and build on the relationship to maximise
sales opportunities.

● You will attend meetings to ensure your clients are fully aware of all
potential advertising, promotion and sponsorship opportunities and to
cement your relationship with them for the long term.

● You will develop and maintain an in-depth understanding of the market

place you work in, including regular analysis of competitor activity and
identifying opportunities for new product development and new revenue
streams.

● Attend industry networking events, exhibitions, seminars and conferences to

build awareness of your industry and meet potential and existing clients.

● Work closely with the editorial features team to ensure all leads are covered
and relevant information exchanged to the benefit of both parties. Editorial
input from sales: executives normally receive a welcoming response.

● Work closely with production departments to ensure advertisements are

placed into the correct products, in the right place and at the right time.

● Work closely with the advertising operations team to ensure the correct
advertisements are placed on the correct websites pages at the correct time,
according to your clients' wishes.

● Keep accurate records of sales, contacts and deals.

What Skills Are Required In A Media Sales Job/What Are Employers

Looking For?

● Advertising sales is about a candidate's personality rather than a particular

skill set. However having telesales experience will demonstrate focus on a
 career within media sales and probably make you more confident of your
abilities. Employers will also look favourably upon both bar and retail
experience as both these environments tend to be relatively social and tend
to involve catering to a customer's needs.

● Selling is not about having the 'gift of the gab'. It's about asking questions,
listening to the answers and using the information to build a case for your
product; this will usually involve matching your product to what the client is
looking for. To have a successful career in media sales you need to be
controlled, assertive, mature, flexible and innovative.

● To work in media sales you must be inquisitive and very resilient in order to
handle objections that potential clients may raise. You have to stand up to
these objections and overcome the clients' doubts and fears.

● The very best sales people perform well due to their excellent relationships
with clients. They have built up trust through delivering what the client
wants, not what he/she thinks the client should have. The latter is usually the
result of a poor listener.

● In order to succeed in a media sales job you need to have confidence so that
your clients buy into your ideas.

● All advertising sales jobs are very demanding with the constant need to meet
sales targets.

● The core competencies or personal attributes that are often seen as desirable
in media sales roles are:

● A target orientated disposition and the desire to sell and meet targets.

● Excellent communication skills and the ability to interact confidently with a

variety of people from varying backgrounds.

● The ability to persuade and convince people of the merits of a product.

 ● The ability and confidence to negotiate with people and close them into
making decisions.

● The ability to work under and handle pressure.

● Commercial awareness and networking ability.

● Drive, determination, persistence, resilience and tenacity.

● Strategic and creative planning.

● Excellent written and oral communication skills.

● An excellent telephone manner.

● Self-motivated and a can do attitude.

● Diplomatic and thick skinned.

● Common Sense.

● Strong revenue awareness.

● Sociable and outgoing personality.

● Energetic and enthusiastic people, often those who keep themselves fit by
playing spon or regularly attending the gym.

What Are The Salaries & Career Prospects In Media Sales?

● Media sales professionals can earn a lot of money; you will do likewise even
inside your first eighteen months.
 ● Salaries in media sales are composed of two parts, the basic salary and a
commission element that comes from each sale made.

● Typical basic salaries are between £17,000 - £20,000 in the London area. A
significan proportion of the overall salary comes from the commission
element. This is usually between £6,000 to £20,000 but this is dependent
upon the company and location.

● Media Sales is usually seen as a young environment and it is not unusual for
senior managers to be in their late twenties or early thirties. Promotion is
based on merit and the

A Media Sales Career in Newspapers, Magazines & Online

STEP 1: People usually start by selling classified or recruitment adverts, the

smaller adverts in the back pages of newspapers and magazines. This is essentially
a telesales role while you become acquainted with the newspaper / magazine, the
client base and the market place as a whole. It is at this stage that individuals
receive their sales and negotiation training will comprise of introducing yourself to
clients, questioning, listening, matching, negotiation and closely techniques along
with presentation skills and general company training.

STEP 2: From classified sales, individuals move to selling display advertising. A

display advert is a larger advertisement or one that appears within the body of the
text. These adverts are us ually more expensive, more difficult to negotiate and
dealing with a higher calibre of client, hence why they train people in classified
sales and move them to display. Due to the nature of display sales the role requires
a lot more face to face selling and provides greater responsibility and autonomy,

STEP 3: With six to eighteen months experience and the graduate training under
your belt this is the point where you are most valuable to your company. At this
stage you are free to move onto any other media platform or medium. You will
normally be promoted to a Senior Sales Executive position, where you take on
more responsibility, get a chance to train in other areas and offer support to those
below you. This is also where basic salaries and commission structure start to
become very appetizing.

STEP 4: From a Senior Sales Executive position you will also be given the chance
to move into more of an Account Manager or New Business Development role,
where you will be managing large client accounts instead of people. This route
tends to suit those not so interested in managing a team and who would rather earn
larger amounts of commission for themselves.

STEP 5: Following a management route from display sales individuals become

'Ad. Managers (Advertising Sales Managers), where they are responsible for a
particular section of the magazine and its sales staff. Advertising Managers usually
hold responsibility for recruitment. training, motivating and developing their team,
greater input into editorial content, layout of publications generating new product
revenue streams as well as ensuring that all targets are reached.

STEP 6: Promotion from Advertising Sales Manager normally takes the route of
moving into a Group Sales Manager role whereby you'll be in direct charge of
several Advertising Sales Managers and indirectly managing their teams. When we
reach this stage it's rare to be directly involved with active selling and the role
tends to change more into a strategic and product development role, generating
ideas for product extensions and mapping out the route the titles should take over
the long term.

STEP 7: From Group Sales Manager level the next big step up the career ladder is
to become a Publisher/ Sales Director / Director of a magazine, website, etc.
Publishers are the commercial & editorial head of the title / set of titles and it is
their responsibility to ensure that the magazine hits all of its targets. From here
progression is to Board Director level. Therefore media sales provides a great
career ladder to climb, which very few sales roles can offer, and it is therefore a
brilliant role for someone seeking to make a career for themselves in sales. Media
sales can also provide a valuable learning experience on which to base future sales,
advertising or marketing careers.
A Media Sales Career in Digital

STEP 1: It is rare but not unheard of for digital advertising networks (ad
networks), digital media owners and digital technology companies to take
candidates straight from university with little or no experience. As the digital
sector expands, more and more companies are realising the importance of
recruiting graduates and training schemes are now being set up even in smaller
companies. A lot of candidates who take their first step into the digital sector come
from a consumer print media or broadcast media sales background and after 1-3
years working within this area finally move into the digital sector.

STEP 2: There are four main roles within any digital company, Publisher
Development, Agency Sales, Ad Operations and Account Management. Each of
these roles has its own individual career path and each of these roles look for
specific personality traits, work experience and have different educational
requirements. Roles within Digital Advertising Operations normally look for
individuals with a Maths or Economics Degree along with a meticulous eye for
detail. Roles within Agency Sales and Account Management normally suit
individuals with big personalities and roles within Publisher Development
normally suit those who are very commercially minded with the ability to pitch
senior level decision makers.

STEP 3: Whichever role you choose, you'll spend the next few years learning
about the digital sector, keeping up to date with new digital technologies and
software, speaking and meeting with key contacts, bringing on board new clients
and managing advertising campaigns ensuring your client's campaigns are a
success!

STEP 4: Eventually you'll move into a role where you'll be managing a small team
of 3-4 people, looking after advertising campaigns, catering to key clients and
helping senior management with major strategic decisions. From there hopefully
you'll gradually work your way up the ladder and end up as a Director of a
department/company!
A Media Sales Career in Radio, TV & Outdoor

STEP 1: Your first step into the broadcast & outdoor advertising industry will
normally be that of a planner. The planner is the key point of contact between
several different departments, normally spending a lot of their time liaising
between the sales team and each individual radio station/TV channel/outdoor
advertising area. The planner ensures the correct advertisements are placed on the
correct radio station/TV channel/ outdoor advertising platform and shown at the
correct time. A lot of advertisements are tailored to specific channels / stations/
geographical areas and their respective demographics so the role involves a high
level of attention to detail.

STEP 2: Your next step will be into the role of Client Direct Account Executive or
Agency Sales Executive. Broadcast stations and outdoor media owners will
normally divide their sales teams between those sales people who deal solely with
advertising agencies and those who deal directly with clients. Both roles will
involve account managing a selection of clients/advertising agencies and speaking
and meeting with new clients and agencies in order to persuade them to switch
their advertising spend to your station/channel/outdoor advertising options. When
it comes the broadcast industry the role will involve selling airtime space, digital
space and packages and within the outdoor advertising industry the role will
involve selling advertising space across billboards, poster displays, telephone
boxes, trains, tube stations, buses, airports, shopping centres, etc.

STEP 3: After roughly 2-4 years you'll eventually be an Agency Sales Account
Manager/ Account Director or Business Manager, spending most of your time
account managing a selection of large advertising agencies or brands who spend
significant sums of revenue with your radio station TV channel/outdoor media
owner. The role will now largely be a face face role, keeping in constant
communication with your contacts and ensuring their happines with their
advertising campaigns. At this stage you may also be given the opportunity to
move into a more creative role, working within Creative Solutions or Sponsorship
& Promotions, generating ideas for advertising campaigns beyond the normal
inventory of airtime.
STEP 4: If you've proven that you're a great sales person and shown the ability to
manage team effectively then the next step will be that of Advertising Manager or
Group Advertising Manager looking after a set budget, normally millions of
pounds and looking after a team of 3-6 sales people.

ADVERTISING PLANNING FRAMEWORK

Advertising planning and decision making depends on internal and external factors
Internal factors are situation analysis, the marketing program, and the advertising
plan. The three legs of advertising planning concern are the

-Objective setting and target market identification,

-Message strategy and tactics, and

-Media strategy and tactics.

The advertising plan should be developed in response to a situation analysis,

based on research. Once developed, the advertising plan has to be implemented as
an advertising campaign, in the context of social and legal constraints and with the
involvement of various facilitating agencies.

1. Situation Analysis

It involves an analysis of all important factors operating in a particular situation.

This means that new research studies will be undertaken on company history and
experience. AT&T, for example, developed a new strategy for its long-distance
telephone services - based on five year of research. The research encompassed
market segmentation studies, concept testing, and a field experiment. The field
experiment increased on testing a new advertising campaign called "Cost of Visit".
An existing "Reach Out" campaign although successful, did not appear to get
through to a large group of people who had reasons to call but were limiting their
calls because of cost. Research based on annual surveys of 3,000 residential
telephone users showed that most did not know the cost of a long-distance call or
that it was possible to make less expensive calls in off-peak periods. Five copy
alternatives were subsequently developed and tested, from which "Cost of Visit"
was chosen. This campaign was credited with persuading customers to call during
times that were both cheaper for them and more profitable for AT&T and, overall,
was more effective that the "Reach Out" campaign. One estimate was that by
switching 530 million in advertising from "Reach Out" to "Cost of Visit", an
incremental gain in revenue of $22 million would result in the first year and would
top $100 million over five years. This example highlights that a complete situation
analysis will cover all marketing components and involve finding answers to many
questions about the nature and extent of demand, competition, environmental
factors, product, costs, distribution, and the skills and financial resources of the
from.

2. Consumer and Market Analysis.

Situation analysis begins by looking at the aggregate market for the product,
service, or case being advertised, the size of the market, its growth rate,
seasonality, geographical distribution. Whereas Consumer and Market analysis is
concerned with the following factors:

Nature of demand

-How do buyers (consumer and industrial) currently go about buying existing

products or services?

-Can the market be meaningfully segmented or broken into several homogeneous

groups with in respect to "what they want" and "how they buy"?.

Extent of demand

-What is the size of the market (units and dollars) now, and what will the future
hold? -What are the current market shares, and what are the selective demand
trends?

- Is it best to analyze the market on an aggregate or on a segmented basis?

Name of competition

-What is the present and future structure of competition?

-What are the current marketing programs of established competitors? -Why are
they successful of unsuccessful?

-Is there is opportunity for another competitor? Why?

-What are the anticipated retaliatory moves of competitors?

-Can they neutralize different marketing programs we might develop?

Environmental climate

-What are the relevant social, political, economic, and technological trends?

-How do you evaluate these trends? Do they represent opportunities or problem?

Stage of product life cycle

-In what stage of the life cycle is the product category?

-What market characteristics support your stage-of-life-cycle evaluation?

Cost structure of the industry

-What is the amount and composition of the marginal or additional cost of

supplying increased output?

Skills of the firm

-Do we have the skills and experience to perform the functions necessary to be in
the business?
-How do our skills compare with those of competitors?

Financial resources of the firm

-Do we have the funds to support an effective marketing program?

-Where are the funds coming from, and when will they be available?

3. Competitive Analysis:

Advertising planning and decision making are affected by competition and the
competitive situation facing the advertiser. Competition is such a pervasive factor
that it will occur as a consideration in all phases of the advertising planning and
decision making process. It should include an analysis of what current share the
brand now has, what shares its competitors have, what share of a market is
possible, from which competitors the increased share of a market is possible? The
planner also has to be aware of the relative strengths and weaknesses of the
different competing companies and their objectives in the product category. It is
important to look at competition as a precursor to the advertising planning process.

ADVERTISING MEDIA SCHEDULING

Scheduling refers to the pattern of advertising timing, represented as plots on a

yearly flowchart. These plots indicate the pattern of scheduled times that coincide
with favorable selling periods. The classic scheduling models are continuity,
flighting, and pulsing.

Continuity

This model is primarily for non-seasonal products and some seasonal products.
Advertising runs steadily with little variation over a campaign period. There may
be short gaps at regular intervals and also long gaps--for instance, one ad every
week for 52 weeks, and then a pause. This pattern of advertising is prevalent in
 service and packaged goods that require continuous reinforcement on the audience
for top of mind recollection at point of purchase.

Flighting

In media scheduling for seasonal product categories, flighting involves intermittent

and irregular periods of advertising, alternating with shorter periods of no
advertising at all. For instance, all of 2000 Target Rating Pioneered in a single
month, "going dark" for the rest of the year. Halloween costumes are rarely
purchased all year except during the months of September and October

Pulsing

Pulsing combines flighting and continuous scheduling by using a low advertising

level all year round and heavy advertising during peak selling periods. Product
categories that are sold year round but experience a surge in sales at intermittent
periods are good candidates for pulsing. For instance, under-arm deodorants, sell
all year, but more during the summer months.

Characteristics of Scheduling Methods

Continuity: Flighting:

Advantages-it basically serves as continuous Advantages-cost efficiency of advertising as it

reminder to the consumer, covers entire purchase allows an advertiser who does not have funds for
cycle, cost efficient in the form of quantity continuous pattern of scheduling to conserve money,
discounts, preferred locations, etc. little waste since advertising is concentrated during
best purchasing time period, and impact of
Disadvantages-higher costs, overexposure of advertisement is maximum by airing them at key
advertisements, limited media allocation possible. strategic times.

Disadvantages increased likelihood of wear out, lack

of awareness, interest and retention of advertisement
message is low.
Concentration: Pulsing :

Advantages-give maximum impact of ad by advertising at Advantages- all of the same as mentioned in above
the key strategic times.
two methods: continuity and flighting
There is no airing of commercials during off-season and
that result in less waste in advertising since it is
concentrated for best purchasing cycle time. Disadvantages - not required for seasonal products.

Disadvantages-require much time to recall the product.

UNIT 4

ADVERTISING AGENCIES

ADVERTISING AGENCIES - MEANING, ITS ROLE AND TYPES OF

AGENCIES

"The work of a tailor is to collect the raw material, find matching threads, cut the
cloth in desired shape, finally stitch the cloth and deliver it to the customer."

Advertising Agency is just like a tailor. It creates the ads, plans how, when and
where it should be delivered and hands it over to the client. Advertising agencies
are mostly not dependent on any organizations.

These agencies take all the efforts for selling the product of the clients. They have
a group of people expert in their particular fields, thus helping the companies or
organizations to reach their target customer in an easy and simple way.

The first Advertising Agency was William Taylor in 1786 followed by James
"Jem" White in 1800 in London and Reynell & Son in 1812.

Role of Advertising Agencies

1. Creating an advertise on the basis of information gathered about product

2. Doing research on the company and the product and reactions of the customers.

3. Planning for type of media to be used, when and where to be used, and for how
much time to be used.

4. Taking the feedbacks from the clients as well as the customers and then deciding
the further line of action

All companies can do this work by themselves. They can make ads, print or
advertise them on televisions or other media places; they can manage the accounts
also. Then why do they need advertising agencies? The reasons behind hiring the
advertising agencies by the companies are:

● The agencies are expert in this field. They have a team of different people
for different functions like copywriters, art directors, planners, etc.

● The agencies make optimum use of these people, their experience and their
knowledge.

● They work with an objective and are very professionals.

● Hiring them leads in saving the costs up to some extent.

There are basically 5 types of advertising agencies.

Full service Agencies

● Large size agencies.

● Deals with all stages of advertisement.

● Different expert people for different departments

 ● Starts work from gathering data and analyzing and ends on payment of bills
to the media people.

Interactive Agencies

● Modernized modes of communication are used.

● Uses online advertisements, sending personal messages on mobile phones,

etc.

● The ads produced are very interactive, having very new concepts, and very
innovative.

Creative Boutiques

● Very creative and innovative ads.

● No other function is performed other than creating actual ads.

● Small sized agencies with their own copywriters, directors, and creative
people.

Media Buying Agencies

● Buys place for advertise and sells it to the advertisers.

● Sells time in which advertisement will be placed.

● Schedules slots at different television channels and radio stations.

● Finally supervises or checks whether the ad has been telecasted at opted time
and place or not.
In-House Agencies

● As good as the full service agencies.

● Big organization prefers these types of agencies which are in built and work
only for them.

● These agencies work as per the requirements of the organizations.

There are some specialized agencies which work for some special advertisements.
These types of agencies need people of special knowledge in that field. For
example, advertisements showing social messages, finance advertisements,
medicine related ads, etc.

ADVERTISER

A party that places advertisements to get new customers.

ORGANIZATIONAL STRUCTURE OF ADVERTISING AGENCY

Advertising agency must have a suitable internal organizational structure to keep

functioning properly with a smooth workflow.

When an advertising agency decides to establish its organizational structure, it

must ask itself important questions like:

I. What is the suitability and requirement of a department?

2. How the span of control should be within an agency?

3. Is there any mechanism or provision to make communication and coordination

more effective within the organization? etc.
All advertising agencies don't have a same organizational structure. Their structure
varies from one another. It is so, since, all organizations are unique, and their
objectives, requirements. functional areas and specialized departments are not
common. Following diagram is a typical example of the organizational structure of
advertising agency.

In the below chart,

1. Board of Directors is a top administrative body of the XYZ advertising agency.

2. The President or General Manager is its head.

3. The Vice President of Marketing Services looks after its Media, Research and
Sales Promotions.

4. The Vice-President of Management and Finance manages its Finance

Department and Office Management (Personal, Records, and Public Relations.)

5. The Vice-President of Creative Services takes care of its Copy Art, Production
(TV and Radio,
Press, etc.) and Traffic.

6. The Vice-President of Accounting Services handles its Account Supervisors and

Account Executives.
With expansion and growth, the organizational structure of advertising agency
becomes complicated. Small Agencies usually have a simple structure compared to
giant ones who have ample funds and resources to carry out their large and
growing operations in the field of advertising.
Departments of Advertising Agency

The different departments of advertising agency:

1. Contact Department,

2. Media Department,

3. Copy Department,

4. Art Department,

5. Production Department,

6. Research Department,

[Link] and Finance Department,

[Link] Relations (PR) Department, and

9. Office Management.

assigned to each of them.

Now let's discuss main departments of advertising agency along with specialized
functions assigned to each of them.
1. Contact Department

Contact department of advertising agency keeps contact with their prospective

clients, who are mostly advertisers.

Content Department of Advertising Agency

1. Keeps contact with clients of ad agency.

2. Supplies necessary information to them.

3. Tries to increase and retain the no. of clients.

4. Brings new clients to the agency.

 5. Liaison authority between agency and clients.

6. Acts as a sales promotion department of agency.

7. Promotes the business of ad agency.

The functions of Contact Department are as follows:

1. Contact Department supplies the necessary information to the clients. 2. It tries

to increase and retain the number of clients of the agency.

3. It brings new customers, and this is crucial for increasing revenue, expansion,
and growth.

4. It acts as a liaison authority (connection) between the advertising agency and its
5. It serves as a sales promotion department of the ad agency. clients.

6. It finds out new clients and promotes the business of the ad agency.

The Contact Department of ad agency comes under accounting services. Account

Executive is the head of it.
Efficient working of this department results in the quick growth of an ad agency.

2. Media Department

Media Department of advertising agency selects the best media for advertising the
products and services of the clients.
 Media Department of Advertising Agency

1. Select and use the best media for advertising.

2. Prepare a media plan for clients.

3. Media scheduling

4. Supervise the execution of the schedule

5. Buy or book an advertising time & space in media.

6. Keep contact with various media.

While selecting a media for advertising it must consider the following:

1. The product's nature, 2. The market competition,

3. Advertising budget of the client,

4 Media trends, etc..

The functions of media department are as follows:

1. Select and use the best media possible to communicate the ad message to the
consumers. It is a crucial function because a wrong selection will result in the
failure of an advertised product.

2. Prepare a media plan for clients.

3 Media scheduling.
4 Supervise the execution of the schedule.

5. Buy or book an advertising time and space in media for the client.

6. Keep contact with various media. Media Department of ad agency comes under
marketing services.

[Link] Department

The primary function of a copy department of an advertising agency is to prepare

an attractive copy-of-ad.

Copy Department of Advertising Agency

1. Prepares an attractive copy of ad

2. Staff includes copywriters, copy supervisors, and others

3. Head of copy department is a Copy Chief

4. This is the largest department of ad agency

5. Some agencies have a creative department instead of it

● The copy of the advertisement is very crucial. It is called the Heart of the
AD. It is so since it directly communicates the ad message to the consumers.
● The staff of this department includes copywriters, copy-supervisors, and
others. They use their talent of imagination, skill of putting flair and fluent
language while preparing a copy.
● The advertising may fail if the copy is not appealing to consumers. The
copy-staff works in close co-operation with the staff of the art and
visualization branch.
 ● The head of the copy department is a Copy Chief. He directs the functioning
of it. The copy branch is perhaps the largest department of an ad agency. It
comprises of a hard-working team of qualified professionals and
experienced staff Some agencies have a creative branch instead of it that
does the entire work of preparing an advertisement. Here, making an ad
copy, artwork and actual production of the ad are all linked together and
executed entirely by this department alone.

4. Art Department

● The Art Department of advertising agency uses the power of creativity and
to make the AD more appealing and agreeable. Its activity is not a
mechanical one. It uses the principles of real art (that works) as a guideline
or base to present a product to the targeted audience.

Art Department of Advertising Agency

1. Uses the power of creativity to make appealing and agreeable ads

2. Uses the principles of real art to guideline to present a product.

3. Transforms the ad-message into a self-communicating imagery

4. Prepares visuals and layouts for press advertisement.

5. Make painted bulletins, posters, car cards, illustrations, slogans, etc.

[Link] Director heads the art department of ad agency.

[Link] agencies outsource their art-related work to freelance artists

The art department usually carries out the following work:

1. Transform the ad message into a self-communicating and mind-stimulating

imagery

2. Prepare visuals and layouts for press advertisement.

3. Make painted bulletins, posters, car cards, illustrations, slogans, etc. Art heads
Art Department of an AD agency. He gets assistance from the assistant art director,
artists, visualizers and layout men.

The artists of art department work together with copywriters to make the final copy
of advertisement more attractive.

Both departments of Art and Copy operate under the overall guidance and
supervision of vice- president of creative services.

Not all ad agencies have a separate art department. Some prefer to outsource their
art-related work to freelance artists.

5. Production Department

● The copy of the advertisement is finalized by artists and copywriters.

Afterward, it is sent to the production department of an advertising agency
for its further processing where its proper mechanical production begins.

Production Department of Advertising Agency

1. Its this role is to process and produce a final advertisement

2. Keep in contact with printing press typographers, photo engravers, etc.

3. Ambile typographic design pattems, engraved photos, illustrations copy, etc

4. Show final ad to the client (advertiser) and get his approval.

5. After approval, send the final ad to media for advertising

[Link] department is headed by a production manager.

7. Production department comes under creative services.

The principal role of the production department is to process and produce a final
ad.

Following are the traditional work activities or functions of production

department:

1. Keep in contact with the printing press, typographers, photoengravers, etc.

2. Assemble the typographic design patterns, engraved photos, illustrations, copy,

etc. and prepare the final advertisement.

3. Show it to the client (advertiser) and get his approval for its release.

4. Send it (after approval) to print media like magazines, newspapers, etc. for
advertising. With advancements in technology, the use of print media is gradually
slowly down. The digital media is now an emerging trend. As a result, some
production houses have started adapting to this change. Now their work also
includes activities like:

1. Keep in contact with digital artists, web designers, etc.

2. Assemble the work of digital art and prepare a final digital-ad.

3. Seek approval of it from an advertiser.

4. Send it (after approval) to digital media like the Internet, e-magazines, web
videos, etc. mainly
for online advertising.

A production manager heads this department. Production dept., of the ad agency,

comes under creative services.

Not all ad agencies have a separate production unit. Some prefer to outsource their
production-
related work to others.

6. Research Department

The success of an advertising agency greatly depends on the success of the client's
ad campaign. Today, achieving success is not an easier task. It is getting very
difficult now-a-days because of rising market competition. With so many
alternatives and choices at hand, already well- established goodwill and trust on
older brands, it is now tougher to attract and convince consumers. However,
against all odds hope still exists.

To stand out from the plethora of availability and make the client's products and
services attractive, needs not only an enormous amount of tedious work but also
some good amount of research. One must remember that without knowing, What
to do? How to do? When to do? and Where to

do? Nothing is possible to achieve. However, with right direction and approach,
everything can be made possible. Therefore, the importance of research department
in advertising is rising.
The function of research department of advertising agency is to:

Research Department of Advertising Agency

1. Carry out research and obtain the necessary information.

2. Engage in a rigorous and critical analysis of the obtained information

3. Use the findings (results) in different ways to achieving objectives

4. Staff includes investigators, field workers, analysts, statisticians, etc

5. Research Director is the head of this department.

6. Research department comes under marketing services of ad agency.

7. Large ad agencies prefer to maintain their own research subsidiaries

1. Carry out research and obtain the necessary information.

2 Engage in a rigorous and critical analysis of the collected information

3. Use the findings (results) in different ways to achieving objectives.

The research department collects information about:

● Market,

● Market competition,

● Market trends,
 ● Produces and services,

● Competitors,

● Consumer behavior,

● Media trends,

● New trends in advertising, so on.

Agency makes use of above information for executing an excellent ad campaign.

The team of a typical research department usually comprises of

● Investigator ,

● Field workers,

● Analysts,

● Marketing assistants,

● Statisticians,

● Librarian and the staff of the library, etc.

● This team works under the guidance and direction a Research Director, who
is the head of the research department.

Research department comes under marketing services of an ad agency. Although

research activities are highly beneficial, they do consume an ample amount of
time, money, and resources:

1. Usually, small ad agencies can't afford such resource-intense activities and,

therefore, prefer
not to keep a separate research-branch. They either do research on a smaller scale
or use the data obtained by others

2. On its contrary, large-agencies prefer to maintain their research-subsidiaries and

don't take the

risk of compromising the quality and genuineness of the obtained data.

7. Accounting and Finance Department

The role of accounting and finance department of an advertising agency is to look

after its financial and accounting matters

Accounting and Finance Department of Advertising Agency

1. Looks after its financial and accounting matters.

2. Generates or raises invoices (bills) on clients (parties).

3. Sends regular reminder to the client for collection of unpaid dues.

4. Books the expenses of vendor parties on a timely basis.

5. Issues payments to vendor parties within or on the due date.

6. Doing reconcilation of banks, vendors and customers' ledger accounts regularly

7. Deposit government dues on a timely basis in authorized banks.

The work activity of this dept., is as follows:

1. Generate or raise invoices (bills) on clients (parties).

2. Send a regular reminder to the client for the collection of unpaid dues.

3. Book the expenses of vendor parties on a timely basis.

4. Issue payments to vendor parties within or on the due date.

5. Doing regular reconciliation (compare) of banks, vendors, and customers' ledger

accounts.

6. Deposit government dues on a timely basis in authorized banks.

The staff of this department usually comprises of:

1. Chief financial officer (CFO),

2. Accounts receivable manager.
3. Accounts payable manager,
4. Accounts supervisors, and
5. Accounts executives.

This staff works under the guidance and supervision of vice-president of

accounting services. He is the head of this department.

8. Public Relations Department

● The chief responsibility of a public relations (PR) department is to maintain

a cordial relationship among three parties, namely, advertising agency,
clients, and media

Public Relations department of Advertising Agency

1. Maintains cordial relationship between agency, clients and media.

2. Addresses the complaints of the customers

3. Solves their complaints as soon as possible.

4. Acts as a link between agency, clients, media and society

5. Creates goodwill and maintain the reputation of ad agency.

6. Public Relations Officer (PRO) is the head of this department.

[Link] functions under the authority of management

The PR department carries out following work:

1. Address the complaints of the customers.

2. Solve their complaints as early as possible.

3. Be a link or intermediary between ad-agency, clients, media and society.

4. Create goodwill and maintain the reputation of the agency.

Public Relations Officer (PRO) is the head of this department, and his subordinates
assist him

regularly to maintain a cordial and healthy environment.

The PR department functions under the authority of management. 9. Office

Management

The definition of office management according to Mills and Standingford,

The art of guiding the personnel of the office in the use of materials, methods,
machines and
equipment appropriate to their environment in order to achieve its specified
purpose.

Office Management involves following significant activities:

Office Management involves

1. Recruiting office staff

2. Training and development of new joined staff

3. Promotion of an existing staff

4. Transfer of a timely salary and perquisites (perks) to staff

[Link] welfare facilities to staff.

[Link] to various internal and external parties.

7. Filing and record keeping of all the important documents.

PROFILE OF THE ADVERTSING PROFESSIONALS

Advertising Copywriter

An advertising copywriter works under the creative director, writing for a variety
of ad mediums They might write print ads, online ads, brochures, or commercial
scripts. Some advertising copywriters work for ad agencies, writing for various
clients.
Others work for a specific company, only writing advertising material for them.
Advertising copywriters need extremely strong communications skills, and also
need to be able to spot spelling and grammar errors easily.

Types of Copywriters

First of all, copywriting most obviously means ad copy, like ads you see in
magazines, on billboards, in newspapers, and even text you see on TV. One
offshoot of magazine ad copy that I've personally written is the advertorial, an ad
that looks somewhat like editorial work, or like a part of the magazine or an article
in the newspaper.

Another kind of copywriting is direct response copywriting. In its physical, print

form, you'll
recognize that as the advertisements that end up in your mailbox. They are mailed
directly to you in the hope that you'll make a direct purchase in response to them.

Another kind of copywriting occurs in marketing collateral. This can be things like
newsletters and brochures. These are publications that often endeavor to sell you
something, but it may be a softer sell. It may be couched in useful information, or
"About Us" type of content.

The Iast kind of copywriting is also one of the most prevalent today, copy for the
web.

Advertising Manager

An advertising manager oversees all of the advertising activities of a particular

company

They help implement an advertising campaign, oversee all employees within the
advertising department, maintain the advertising budget, and make sure each
campaign is a success. They are in charge of making sure the client is satisfied
with the ad agency's advertising strategies.
Advertising Sales Representative

An advertising sales representative (also known as an advertising sales agent) sells

media space to advertisers. If they work for a magazine publisher, they sell space
(such as half a page or a page) in the magazine. If they work for a TV station, they
sell airtime to advertisers. They locate and meet with potential clients, provide all
necessary information, and make sales

Graphic Designers

Broadly, a graphic designer creates visual concepts, by hand and/or using computer
software In advertising, they create visual concepts to attract consumers. They
might work for an advertising firm to create advertising campaigns for various
clients, or they might work for one company They might help create visuals for
magazine and newspaper advertisements, television advertisements, or brochures
and corporate reports. Graphic designers often work under art directors, who are in
charge of developing and executing an advertising concept.

Marketing Associate

A marketing associate helps a marketing or advertising office run smoothly. They

might perform some administrative tasks. They also might conduct market
research, analyze consumer data, or create marketing and advertising materials
such as brochures. Marketing associates need strong written and oral
communication skills in order to interact with employers, colleagues, clients, and
vendors.

CULTURE AND CULTURAL CODES

a) Culture

● The concept of culture has long occupied theoreticians from many schools
and disciplines. In 1952, for example, Kroeber and Kluckhohn found 164
definitions of the term. Definitions have varied from the complex and
academic, in sociology and social anthropology. to the simple and
 pragmatic, in organization development theory. This article employs a
conceptual framework that draws on both these traditions.

● Turning first to sociology and social anthropology, one of the earliest and
classic definitions of culture was that of E. B. Tylor (1871). Culture is that
complex whole which includes knowledge, belief, art, morals, law, custom,
and other capabilities acquired by man as a member of society (Tylor, 1871).
This view of culture was later refined and developed by

sociologists and social theorists such as Sorokin (1947), Parsons (1952) and
Merton (1968) to include the significance of interaction.

In his exploration of society, culture and personality, Sorokin (1947) emphasized

that all interaction is founded on culture which encompasses the totality of
meanings, norms and values held by those interacting and which is carried by
material vehicles like rituals and symbolic objects. In his carlier work he had
addressed what occurs when two 'alien' cultures meet.

Level One: At the observable level, there are identifiable behaviors which are
often stated in frameworks, rules and norms. These characterize the unique features
of an organization or group's way of thinking and acting.

Level Two: These observable attributes are predicated on sets of values and
attitudes which can be inferred from symbols, rituals and signs within
organizations or groups. We do not always know precisely what our values are and
may not be able to state them although these "unconscious values may become
manifest during the process of evaluation.

Level Three: In turn, these inferred values and attitudes are based on tacit beliefs,
some of which may be unconscious.

b) Cultural Codes

● The inter-relationship between the levels and hence the understanding of

culture is often expressed through the use of codes. Codes are 'a secret
 system of words, symbols or behaviours that are used to convey messages
that are contextually bound. Codes are generally expressed at an observable
level, through verbal and non-verbal means, but they are the result of the
effects of, and interaction with, the other levels of culture. This means that
what is observed often does not make sense to the outsider. The codes are
known only to their authors and inventors, the insider group. They can be
used as shorthand by such a group for brevity or to allow rapid
communication. They can also be used to disguise the 'real message' and to
keep it hidden from outsiders. This is not only true of masons and
intelligence workers; we use codes for this purpose in our research.

● Codes can be used both consciously and unconsciously and they are
invariably difficult to comprehend. Like an enigmatic crossword, it is
necessary to divine the rules that will expose the underlying themes to
enable the puzzle to be fitted together. However, unless the codes are
cracked we are left floundering in a world of assumption, guesswork and
false premise. This means that our ability to influence change, through
evaluation and other similar processes, is significantly Evaluation 5(1) 28
03hyatt (ds) 11/2/99 3:43 pm Page 28 curtailed. We are in danger of acting
on miscomprehension which means that our efforts to bring about change
are likely to be misdirected.

● Codes exist in all cultures and sub-cultures. However, they would appear to
have been a particularly important phenomenon in Central and Eastern
Europe in the post-Communist era. Pre-1989, it could be argued, the use of
codes was vital to keep alive beliefs unacceptable to the Party State, to
subvert the imposition of homogenized cultures and to work within a system
that fostered low trust, suspicion and self-protection. The collapse of a wall
did not bring an end to these psychologies overnight. Moreover, a new set of
beliefs came into play including a strange and powerful tension between a
wish for things Western and memories of abandonment by the West nearly
50 years before. Culturally, many of these countries entered a state of flux
and correspondingly codes became difficult to open and comprehend. This
was further exacerbated by an historical equation of outside interest in
performance with control. Similarly, the notion of self-reflection had been
 rendered meaningless since professional (and even personal) development
was rarely self-determined. In short, many Central and Eastern Europeans
experienced a deep, cultural confusion where codes served both to keep the
'old order alive and to give expression to the new.

● Within this context Western funders and policy-makers introduced the

concept and practice of evaluation. These funders and policy-makers,
particularly those with control of large resources, tended to frame evaluation
in terms of meeting targets and monitoring resource use. This was the case,
for example, with many programmes funded by the European Union (EU)
and the United States Agency for International Development (USAID). In
Sorokin's terms, the first human agents to enter the 'alien' culture brought a
new word evaluation' tied to familiar concepts such as "control' and
regulated outputs. Moreover, these influences on the culture were strong
because they were backed by an enormous resource power, which was
lacking in Central and Eastern Europe at that time. Many foreign evaluators
moved into this environment with different understandings of the purposes
of evaluation, predicated on a belief in development and learning. They also
carried power but the power of expertise not resource. All of these actors use
codes in their professional, social and political positions. Understanding
codes is complex enough in our own culture. When groups of people, from
different institutions and countries with different social and political
histories, are brought together to perform a task that is differently perceived,
there is huge potential for misunderstanding. This provides a significant
challenge to the conduct of effective evaluation and the opportunity for
change.

ETHICAL ISSUES IN ADVERTISING

When Ads are not Ethical?

● When it try degraded rival's product.

● When it gives false or misleading information about the product.

 ● When it fails to give relevant information.

● When it is immoral.

Variety of Ethical Issues

● MISLEADING CLAIMS

● REINFORCING STEREOTYPES

● USE OF SEX APPEAL

● CONCEALMENT OF FACTS

● MANIPULATIVE ADS

● SURROGATE ADS

● PUFFERY

Misleading Claims

● In these ads, company claim false regarding the quality, style, history of a
product or service etc.

● Many steps taken by ASCI (advertising standard council of India) to stop

misleading ads.

● Many companies force to withdrawn their ads because of misleading claims.

Reinforcing Stereotypes

● A Stereotypes is a representation of a group that emphasis a trait or group of

traits that may or may not communicate an accurate representation of the
group.
 ● Sometimes, stereotypes are helpful and helps in communication by using
easily understood symbolic meanings, but sometimes stereotypes are
negative or exaggerated.

Use of Sex Appeal

● Women's are portrayed as sex objects seems to increasingly popular trend in

the ads

● Representing women's in such way devalues women's image and encourage

sexual harassment.

● Main objective of companies is to tempt/attract the mind of the viewers esp.

target to youth.

Concealment of Facts

● Most of the advertisers conceal important information that is unflattering,

i.e. they present only brighter side of the story.

● They ignore to mention those facts which would make their products less
desirable

● Concealment of facts results a severe ethical concern because when

consumers are deprived of comprehensive knowledge about the product,
their choices will be distort.

Manipulative Ads

● In these ads, demand is created through EMOTIONS of peoples

● Use different kinds of emotions to make their product sell

Surrogate Ads
 ● Surrogate advertising is prominently seen in cases where advertising a
particular product is banned by law.

● Advertisement for products like cigarettes or alcohol which are injurious to

heath are prohibited by law in several countries and hence these companies
have to come up with several other products that might have the same brand
name and indirectly remind people of the cigarettes or beer bottles of the
same brand.

Puffery

● Puffery as a legal term refers to promotional statements and claims that

express subjective rather than objective views, such that no reasonable
person would take literally.

● A company may deliver an entertaining message about its product, compare

the product to a similar item, list facts about the product, or make vague
claims about the product which cannot be proved or disproved.

Weasel Claim

● Weasel word is a modifier that practically neglects the claim that follows.

● These words look substantial but degenerate into meaningless verb after
analysis.

● Commonly used weasel words are- helps, like, virtual or virtually, acts or
works, tackles, fights looks like etc.

Advertisement Directed At Kids

● Use of children's in advertisement always Arguable. Advertisers use

children's not only to promote products esp. for children's but also use in
those ads where they are not required.
 ● Kids are considered as strong influence over the decisions made by parents.

● Not only this, children's are considered as most susceptible target audience
as they are not able to differentiate

ADVERTISING REGULATORY BODIES

Advertising Regulations

Advertising regulation refers to the laws and rules defining the ways in which
products can be advertised in a particular region.

"Advertising is a non-moral force, like electricity, which not only illuminates but
electrocutes. It's worth to civilization depends upon how it is used." (J. Walter
Thompson) The namesake & Founder of the JWT advertising agency

Advertising has been in the vortex of controversy of the many ills that it brings to
society- It is accused of encouraging materialism and manipulating our behavior
generally contributing to the downfall of our social system. Hence, there comes a
need for regulatory bodies

Purpose

The purpose of the regulatory bodies would be to make sure that advertisers and
advertisements are Truthful and fair to consumers and competitors. Within the
bounds of generally accepted standards of public decency-Not used
indiscriminately for the promotion of products, hazardous or harmful to society or
to individuals particularly minors, to a degree unacceptable to society at large.

Advertising Regulatory Bodies around the World

Some of the well-known regulatory bodies are

● Advertising Standards Council of India (ASCT)

 ● Federal Trade Commission for United States

● Advertising Standards Authority (ASA) for United Kingdom

● Advertising Standards Authority ASA) for South Africa

(ASCI)

Was set up in 1985-The Advertising Agencies Association of India, the media

owners association and the Indian Newspapers Society, came together and took the
initiative to form the ASCI (the council). The council was voluntary and self-
regulatory, registered as a non-profit Company

Composition of ASCI

The Council is managed by a Board of Governors comisting of 16 elected

members, cominated as follows:

● 4 from Advertisers

● 4 from Advertising Agencies

● 4 from Media

● 4 from Allied Professions like outdoor contractors madio- visual

producers/distributors consumer researchers printers

Objectives

The objectives of ASCI are to make are advertisers and advertisemmts are-
Truthful and Honest- Not offensive- Not hazardous to socity Fair with competitors
The Complaints the ASCI receives are handled by Consumer Complaints Council
(CCC)
CONSUMER COMPLAINTS COUNCIL (CCC)

Birth and composition of CCC

The ASCE'S Board of Governors set up a Consumer Complaints Council (CCC) to

examine complaints received by the ASCI. The composition of the CCC is as
follows:

● 9 from within the advertising industry representing advertisers, advertising

agencies, media owners and allied professions.

● 12 from society at large, consisting of eminent consumer activists,

educationists, prominent journalists, lawyers, engineers, doctors, etc

Receiving complaints

For public awareness sake, from time-to-time the Council puts out advertisements
in newspapers- This invites them to complain to the Council Each year the Council
receives approximately 150 complaints - 50 % Upheld- 80% Voluntarily
modified/withdrawn

Complaining Procedures

Online and Offline complaining

Who can Complaint?

ANYONE!

There are two ways of complaining to CCC. They are through- Online and- Printed
form The form can be downloaded from, ASCT's Official Website -
[Link]

Advertising Regulatory Body In USA Federal Trade Commission (FTC)

 ● ASCI are a non- profit organization while FTC is a government organization
FTC collects. complaints about companies, business practices, and identity
theft while ASCI only concern. advertising. The FTC enters all complaints it
receives into Consumer Sentinel, a secure online database that is used by
thousands of civil and criminal law enforcement authorities worldwide. This
is not the process in ASCI as it is not govt and hence can't and doesn't
involve law enforcement authorities and also they receive very less
complaints.

UNIT-V

DESIGNING ADVERTISEMENTS

IDEATION

Idea generation is arguably the most vital part of the advertising process -
and can be the most demanding. This book provides an essential introduction to the
process of generating creative advertising ideas and concepts, and looks at the
various obstacles that can stop ideas from forming before exploring in detail a
range of effective ways to break through creative blocks.

Ideation examines different ways of visualizing and communicating ideas,

explores key approaches used by international and memorable advertising
campaigns and details a vast range of methods that you can use for generating your
own creative ideas

VISUALISATION

Visualisation is a mental process. Visualisation means seeing in the mind's eye the
form of the idea as it would appear in the advertisement". It is communicated to the
prospects by way of an advertisement. Fundamentally, visualisation is the process
of playing with different ideas. A visualiser must possess fertile mind so as to
develop worthwhile ideas. Later, these ideas are transformed into effective
advertising message.
Advertisement comprises of several component parts like headline, sub-headline,
slogan, body-text, illustration etc. Visualisation is the skill to determine which
elements an advertisement should contain and also how they should be featured.
Through a gradual process, a visualiser imagines how his advertisement will
appear when it takes the final form. Visualisation is generally undertaken by
copywriters and art directors.

Techniques of Visualisation

The well-know techniques of visualisation are as follows:

1. Identifying or Pinning Down the Problem: The matter to be advertised must

be in co-relation with the problem. Thus, the problem must be first clearly laid
down so that the advertising copy can be accordingly prepared.

2. Forming Pool of Observations Facts Collected and Information Gathered:

Before preparing an advertising copy and its construction, the several types of
information has to be collected. This collection should be properly arranged in
sequence, so that the entire amount of information can be used when needed.

3. Generating Brain Waves: This involves thinking on the part of the copy-
writer. In this process, the information collected is thought over and a tank of
storage collection is formed in the mind.

4. Brain Storming: It means group thinking and generating crosscurrents of ideas,

thoughts and imagination. Group discussions are arranged in which exchange of
thoughts takes place and ideas of each other are know

5. Mediation: Then follows the analysis and synthesis of the ideas. In this stage,
the search for tranquility and calmness of mind takes place, where a quiet churning
of ideas after waves and storms would lead to the obtaining of vision.

6. Rough Layout: A sketch of a rough work out is prepared of final vision which
is the preliminary stage of visualisation.
7. Giving Final Shape: Copy, art work, layout design and illustrations are the
products of final touches given to the vision that is the idea is given the final form.
All these techniques of visualisation are time-tested.

ADVERTISEMENT LAYOUT

Layout is the logical arrangement of components of an advertisement in the copy.

It refers to the overall structure, the position assigned to the various elements of the
copy and illustrations. It is deciding on the placement of headlines, copy,
illustrations, marketer's name, logo and the amount of free space in an
advertisement the physical arrangement of all the elements of advertisement is
called layout. It is concerned with placing all the elements of the advertisement
more attractively within the allotted space and time. The pattern of layout varies
according to the medium to be used.

Elements of a layout

An advertising copy is the means by which the advertiser's ideas are given
expression to in a message to readers. Regardless of its length and brevity copy
refers to all the reading matters of an advertisement, including the headline, sub-
headlines, text or body, and the name of the firm or the standard initials of the
advertiser. As we have seen that advertising has so many immediate purposes but
its ultimate goal is to stimulate sales. As a reader turns the pages of a magazine or
newspaper, he notices so many advertisements but a great variation in copy. Some
copy may be so sticking that the reader takes immediate action and rush to the
nearest dealer to purchase it while there may be some other copy or copies that he
does not like or it does not click to his mind. The first copy conforms to the
requisites of a good copy. A copywriter must take pains in making up a sound
advertisement copy containing its various components i.e. headlines, subhead lines,
illustrations etc.
The following are the main components of an advertisement copy

1. Background

2. Border

3. Caption

4. Coupon

5. Decoration

6. Heading

7. Illustration

8. Mascot

9. Name plate

10. Price

11. Product

12. Slogan

13. Space

14. Sub - heading

15. Text

16. Trademark
1. Background

The background for the advertisements should be somewhat catchy and colourful.
The arrangement of background differs from medium to medium and
advertisement to advertisement In short, background should be suitable for the
contents of the advertisement.

2. Border

It is defined as the frame of the advertisement, Border is employed to impart the

reading atmosphere. The border may be light or heavy, obvious, plam or fanciful.
The border may als contain a logo.

3. Caption

It refers to the subtitle. But in most of the advertisement it is converted into

heading or sub-heading.

4. Coupon

Coupon is that part of the advertisement which is intended for the convenience of
the prospective customer in communicating with the advertiser. The coupon must
contain the name and full postal address of the firm followed by the offer. The
offer should be brief and clear There should be space for name and address of the
prospective customer. The usual shape of the coupon is triangular or rectangular.

5. Decoration

Advertisement decoration is the ornament of the advertisement. This is done to

emphasis the advertisement message.
6. Heading

The heading or headline is defined as the title of the advertisement. The words in
the heading should be short.

7. Illustration

Illustrations are the part of layout that pictures the basic theme of the
advertisement. It has the power to capture the attention of the reader. The
advertisements become richer by the use of illustrations

8. Mascot

It is known as the trade character or trade figure. It is an illustration of either a real

or an imaginary figure or personality given in the advertisement.

9. Name Plate (logo)

The name plate or name block is the signature of the advertiser. It represents the
personality of the company and its product

10. Price

It is another part of layout. The price of the product should be featured clearly. The
price is usually taken in the concluding lines of the copy.

11. Product

It refers to de representation of the product offered for sale. A very popular

practice is to dhow the product in sise with ifhentrations

12. Slogan

Slogan is a sales argument. The arrangement of slogan in the layout is determined

by the importance of its relation to the advertising message
13. Space

Space refers to the entire space left in the space hired by the advertiser. This
depends on Use design of the copy.

14. Subheading

It is a secondary heading. It is given to support the heading or to pick out the

various welling points given in the text.

15. Text

Text or body of the advertisement refers to the general reading matter. It is the
subject matter of the copy. It should be neither too wide nor too narrow.

16. Trade mark

It is a word or design by which a product is defined. If the trade, marks are

registered it be included in the layout.

COPY

A "Copy" means a written matter in any advertisement. It may consist only one
word or many words. A copy comist of headlines, subheads, captions etc. The copy
supports the illustration and contains description of the products merits, demerits,
uses, services etc. A copy is the heart of an advertisement. It shoulders the
responsibility for influencing the buyers.

Elements of Copy:

A copy normally includes the following elements or parts:

1. Main Headline: Headlines is the starting or the top line of an advertisement,
usually primed in bold and of larger type size. The prime function of the headline
is to gain immediate attention

2. Sub-Headlines: At times, some ads have more than one headline. Of these, one
is usually the main headline, and the others are sub-headlines. There may be
overlines - that precede the main headline and there can underlines that follow the
main headline. The subheadlines are used to support or to complete the meaning of
the main headline.

3. Body Copy: It refers to the test of the advertising message Favourable

information about the product and its features is provided in the copy text. It is
through effective copy writing the audience can be converted into prospects and
the prospects into customers.

4. Captions: Captions do form part of copy text. Captions are small sentences that
seem to come out the mouth of the people shown in the ads. Comic strip type of
copy make use of captions. For example, you must have come across such captions
in the print ads of Tortoise Mosquito Coil.

5. Slocans: Most ads do make use of slogan. It is a small catchy phrase used to
sum up the advertising message. Ideally the slogan should be short, preferably 3 to
6 words. Many a times the slogan says it all. For instance. The best tobacco money
can buy Rothmans.

6. Logo: Logos or signature cuts are special designs of the advertiser or its
products which are used to facilitate identification. There is no rule as to where a
logo should be placed. However, in most of the cases, the logo is placed at bottom
right.

Types of Copy

1. Scientific Copy: A Scientific copy is prepared for technical products describing

about the features, advantages, uses, contents and all the technical details about it.
It is prepared for machineries, computers etc. Scientific copy is directed, towards
well versed customers who know about the product. For instance, a medicine may
be advertised to appeal to doctors. Thus, it explains the ordinary people in general
and professional men in particular about the technicalities of the product.

2. Descriptive Copy: It is a non-technical copy presented in such a manner that

any layman can easily understand. It does not require a professional expert to an
the copy. It is just an ordinary, announcement of a new items.

3. Narrative Copy: It is in the form of a fictitious story which narrates the uses
advantages, after effect etc., of the product. The story narrated is humurous to
make it interesting.

4. Topical Copy: This copy establish a connection between the product and a
particular happening eg. A watch company may advertise that those who were
successful in climbing Mount Everest had with them the watches of the company
thus proving their excellent quality.

5. Personality Copy: This copy takes advantages of the opinion of an important

personality. The statements are made by leading personalities like sportsman, film
actors, politicians etc. Their statements act as certificates about the superior quality
to increase the sales

6. Colloquial Copy: In this type, informal language may be used to convey the
message. The terms which are used in daily conversation are in the copy.

7. Reasoning Copy: It is one which reasons to the customer as to why he should

buy a product. This copy explains to the customer in detail all the particular
product must be purchased

8. Questioning Copy: In this type, the text asks one or more questions to readers
not for any answer but only for the sake of response to it. For eg. Do you want
quient holiday in Summer? (Then stay at Hotel ABC at the XYZ hill station).

9. Prestige Copy: In this type, the position and prestige of the customer is
emphasised. It creates a favourable atmosphere by changing the position of the
customer for the sale of product. Normally luxury items are advertised by such
copies.

HEADLINE

A headline is a word or phrase printed in large letters above the advertising

message. Headline gives in brief a fair, idea of the contents of the copy. A good
headline attracts attention and arouses interest. So that the reader would be induced
to read the advertisement. Normally, the headline finds 10010 of the entire copy.
Some advertising men believe that 50% to 75% of the performance of an
advertisement must be credited to the headline..

As people go through a newspaper or a magazine the headline is the only thing that
attracts its attention. Thus the headline carriages the heaviest burden of attracting
readers to the advertisement

Role of Headline

A headline plays a significant role in advertise by performing the following

important functions:

a. to attract attention of readers to the ad;

b. to attract attention of the target consumers easily and quickly and to read the
whole of the ad;

c. to create curiosity and interest in the ad; d. to make the illustration and the copy
more meaningful;

e. to introduce a unique selling proposition;

£ to sort out useful ads from useless ads;

g. to serve as the essence of the whole ad copy.

In the words of David Ogilvy, the advertising guru, "The headline is the most
important element in most advertising. It is the telegram, which decides for the
reader whether to read the copy".

Essentials of a Good Headline

1. Original: A good headline should be unique and should not be an immitation of

any other headline. Originality of headline creates a separate interest in the minds
of readers.

2. Concise: A good headline must be brief ie it should not have more than 8 to 10
words and should form a maximum of two lines.

3. Specific : The headline should be relevant and appropriate to the copy and
illustration It should convey the advertising message specifically and not vaguely.

4. Provocative: A good headline should be forceful enough to induce the readers

to go through the copy and the entire advertisement.

Classification of Headlines

1. Benefits Headline: Such headlines indicates the benefits of the product or the
service advertised.

2. News Style Headline: It emphasises on the quality, performances, services,

advantages of the product list this types, words like Now" Atleast" etc. are added to
the headline.

3. Advice Headline: It advices the customers to purchase a product or avail of a

service which will be beneficial to them. eg. "How to bake better cakes".

4. Challenging Type of Headline: This type of headline challenges the customer

about the quality service, price, performance etc. Such headlines emphasis on the
superiority of the advertisers product..
5. Selective Headline: A selective headline is directly appealed to a selected group
of customers. It may be specially directed towards children, students, housewives
to be used by those selected customers.

6. Situation Headline: It puts the customer in a situation and enquires whether the
prefers to be in such a situation. Such headlines supports the illustration.

7. Label Headline: A label headline announces not only about the lable of the
product but also the selling points. Such headlines are introducing type" or warning
type”.

SLOGAN

A slogan is phrase or sentence used repeatedly by a company or in organisation or

an advertiser to aid in the formulation of his message. A slogan is repeatedly used
to create certain kind of effect on the minds of people. Slogan is an important part
of advertising copy. Like headlines and illustrations, slogans are communication
devices which are used to present an idea rapidly and concisely. It may be used
throughout an advertising campaign or over a period of many years. Some
advertisers develop and use new slogans for each new advertising campaign.

A slogan suggests the thing and he advertises. It suggests the use of product again
and again or several times so that readers know it by heart. Generally, slogans are
used for headlines in advertisements. They are similar in structure to the
summarizing headlines and try to summarise some advertising idea just as a
headline does. Slogans are mainly used in outdoor advertising

Characteristics of a Good Slogan

A good slogan should

1. Contain a definite sales idea

2. Be compact in their construction

3. Be hardly more than 7 words long

An ideal slogan is short, simple, easily remembered and filled with pleasing
suggestion of the product. The simplest slogans are the hardest to create. To create
a good slogan is to define what you want to say in as many words as necessary.

LOGO

The word logo comes from the Greek word logos" meaning simply the world". The
noun logos also appears in the Bible signifying the word of God". Today the world
logo is used in marketing and in advertising parlance. From the coveted double 'R'
of Rolis Royce to the immediately recongrusable script that Coca-Cola uses, logos
are quickly identified by everyone. Apart from large corporations in every country
even the small businessman and one-man enterprises have adopted the corporate
logo as a means for creating brand recognition and corporate image.

Need for Logo

The need for a logo arises from the need to be different, followed closely by the
need to be recognized. Your own given name could be a good example of a logo.
In your childhood days, the name is a device to attract your attention and to
differentiate you from others. Over time as one grow up, the name takes on newer
meanings to yourself and finally becomes a matter of great pride when you dash
off a signature on a letter, cheques or some other document. It is your expression
(difference, distinction and recognition) saying "this is me". The company's logo is
the corporate signature. It reposes in itself the collective pride of the company and
is designed with great care to represent the personality of the company and
product.

Diversified Corporation use a variety of symbols as part of their logos. ITC uses
the upwards steeply, which also conveys the sense of growth as well as excellence.
Welcome group uses unique folded hands symbols to denote hospitality in the
inimitable Indian style. Others too use Indian leitmotifs like LIC which uses two
supped hands to denote security is care. Logos today go beyond just being mere
symbols. They represent the spirit, the belief, the raison..d" ere of companies and
brands. Logos the world over have their own logic which is distinguishable, easily
recognised and identifiable.

TRADE NAME AND BRAND NAME

Trade names (marks) and brand names are much more than mere signs, symbols or
names. They communicate a lot. These names and marks have great marketing
significance as well. Brands are sold at retail stores and not the physical product.
For example, in a supermarket people do buy vivel and not a bath soap, Colgate
and not merely a tooth paste A brand name is the title given to a product by its
manufacturer which must be distinguished from the trade name, which is the name
of a business firm. For example, WagonR, A Star. Swift, Omni are the brand
names of the cars manufactured by Maruti-Suzuki. The trade name is Maruti-
Suzuki. Trade names (marks) and brand names are officially registered and legally
restricted to the use of the owner or manufacturer.