Module 1 Introduction to Advertising & Creativity 2016

Module 1: Introduction to Advertising and Creativity

 Understand the role of advertising in the marketing communication mix,
 Explore the historical development of advertising, Learn about key
 Advertising theories and models, Creativity in Advertising,
 Stages in the Creative Process , Techniques of advertising, Factors of advertising,
 5 M’s of advertising, Functions of advertising.

Meaning of Advertising

 The word advertising is derived from two Latin Words ‘Ad’ and ‘Verto’.
 Ad – towards Verto – I turn
 Literally it means to turn the people’s attention to a specific thing.
Advertising:

 Advertising is the paid form of non-personal presentation and promotion of ideas,

goods, or services by an identified sponsor.
 The process of delivering a message about ideas, goods and services, through the
media, paid by an identifiable sponsor.
Five Basic Factors of Advertising

1. Paid communication

2. Sponsor is identified

3. Tries to inform or influence

4. Reaches a large audience

5. Message conveyed through many different kinds of largely non personal mass media

Purpose of Advertising

 To promote ideas about products & services

 To create interest in products & services
 To create awareness about products & services
 To increase sales

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 1

 Module 1 Introduction to Advertising & Creativity 2016
Need of Advertising

Companies use advertising to:

 Inform people about their products and services

 To make their brand names familiar to the public.
 To give the company a “personality” this sets it apart from the others.
 To remind customers about their brands at the right time and right place
 To tell the public about improvements in products
 To help their sales force to be more effective
 To reinforce customer confidence in his/her purchase

Governments and autonomous bodies use advertising to:

• Inform people about their policies

• Promote birth control
• Educate the masses on health care
• Prevent panic during natural disasters
• Dispel harmful rumors
• Attract foreign investment

• Public bodies prefer to use professional advertising agencies because agencies have the
creative talent to explain complex issues in a way which makes them interesting, easy to
understand and meaningful.
Examples: SBI, Bank of India, LIC etc.

Historical Role of Advertising

History of Indian Advertising

 The Pre-industrial Age (up to start of 19th century)

 The Industrializing Age (To WW1)
 The Industrial Age (1900’s to 1970s)

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 2

 Module 1 Introduction to Advertising & Creativity 2016
 The Post Industrial Age (Starting 1980)
 The Global Interactive Age

Pre Independence

 Press advertisements – largely imported goods which had reached Indian shores
 First advertise published in “Bengal Gazette” on January 29, 1790

1920 to1930’s

In 1922 first Indian advertisement agency started Alliance Advertising Association
Ltd at Bombay
 1924 the Calcutta Publishing
 1925 the Central Publishing service
 1926 Mr. I.S. Talor set up the Publicity Society of India to exploit advertising
possibilities on trams, kiosks and other outdoor media
1930 to 1940

 1930 New India Publicity Co.

 1934 Mr. V. Sista, Sales and Publicity Service
 1937 Alpha Advertising Service
 1938 Lintas ans Press Syndicates Indian and Eastern Newspaper Society (IENS)

1940 to1950

 Watershed years for Indian advertising

 Industrial revolution in the Nehruvian era
 1st survey of the rural market (Wood)
 1945 Advertising Agencies Association of India (AAAI)
 Cinema advertising began
 Kolkata gets the privilege of India’s first ad club
 Leading ad agency - Press Syndicate
 National created the Murphy baby
1950 to1960

 1951 The Indian Society of Advertisers

 1958 The society of Advertising Practitioners
 India’s first Advertising Convention (1960)
 Advertising to be Indian in thought and content
 Shift to marketing orientation
 Professionalization within agencies
 1st Asian Advertising Congress at New Delhi

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 3

 Module 1 Introduction to Advertising & Creativity 2016
 Research data generated
1970’s

 Media boom
 Special magazines
 2nd Asian Advertising Congress at New Delhi
 Lifestyle studies, positioning
 Rural marketing
1980’s

 Indianisation of western advertising

 Public sector advertising
 Expansion and diversification of agencies
 Aug 15th 1982 – Color TV introduced
 Radio commercials introduced
 NRS III (National Readership Surveys) by IMRB
 Color Printing more popular

2000 onwards

 NRS VI
 Mobile advertising start
 Internationalization of domestic agencies
 Net Advertising
 The role of the advertising agency – changing to that of a marketing consultant

Understand the role of advertising in the marketing communication mix

Advertising plays a crucial role in the marketing communication mix by serving as a powerful
tool to reach and influence target audiences. Here are some key aspects of its role:

1. Awareness Building: Advertising helps to create awareness about a product, service,

brand, or organization among the target audience. Through various media channels such
as TV, radio, print, digital platforms, and outdoor ads, it ensures that the message reaches
a wide audience.
2. Brand Building: Consistent advertising helps to build and reinforce brand identity. It
communicates the brand's values, personality, and benefits to consumers, thereby shaping
their perceptions and building brand equity over time.
3. Promotion of Products and Services: Advertising is often used to promote specific
products or services, highlighting their unique features, benefits, and competitive
advantages. This can influence consumer preferences and purchasing decisions.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 4

 Module 1 Introduction to Advertising & Creativity 2016
4. Education and Information: Beyond promotion, advertising educates consumers about
new products, services, or technological advancements. It provides information that helps
consumers make informed choices.
5. Targeting Specific Audiences: Modern advertising techniques allow for precise
audience targeting based on demographics, interests, behaviors, and other factors. This
ensures that messages are delivered to the right people at the right time, increasing the
efficiency of marketing efforts.
6. Building Customer Loyalty: Continuous advertising can help maintain a connection
with existing customers, reinforcing their loyalty to the brand. It reminds them of the
brand’s presence and encourages repeat purchases.
7. Supporting Other Marketing Activities: Advertising works synergistically with other
elements of the marketing mix such as sales promotions, public relations, and personal
selling. It amplifies the overall marketing message and enhances the effectiveness of
integrated marketing campaigns.
8. Generating Sales and Revenue: Ultimately, effective advertising campaigns contribute
to increased sales and revenue for businesses. By influencing consumer behavior and
creating demand, advertising directly impacts the bottom line.

In summary, advertising is a cornerstone of the marketing communication mix, playing a pivotal

role in creating awareness, shaping perceptions, promoting products, and driving sales. Its
strategic use helps businesses achieve their marketing objectives and maintain a competitive
edge in the marketplace.

Advertising Theories and Models

Advertising theories and models provide frameworks and insights into how advertising works,
how consumers respond to it, and how it contributes to marketing objectives. Here are some key
advertising theories and models:

1. Hierarchy of Effects Model: This model suggests that consumers move through a series
of stages (awareness, knowledge, liking, preference, conviction, and purchase) in
response to advertising. It highlights the progression from initial awareness to eventual
purchase decision influenced by advertising efforts.
2. AIDA Model: Attention, Interest, Desire, Action (AIDA) is a classic model that outlines
the steps consumers go through when exposed to advertising. It emphasizes capturing
attention, generating interest, creating desire, and prompting action (such as making a
purchase).
3. Elaboration Likelihood Model (ELM): This model explains how consumers process
persuasive messages. It distinguishes between central route processing (where consumers
carefully evaluate messages) and peripheral route processing (where consumers are
influenced by superficial factors like attractiveness or credibility of the source).
4. Advertising Exposure Model: This model focuses on the importance of repeated
exposure to advertising messages. It suggests that consumers need multiple exposures to
a message before it can have a significant impact on their attitudes and behaviors.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 5

 Module 1 Introduction to Advertising & Creativity 2016
5. Means-End Chain Theory: This theory links product attributes to consumer benefits
and values, suggesting that effective advertising should connect product features with
consumer desires or needs on an emotional or personal level.
6. Integrated Marketing Communications (IMC): While not a traditional theory in the
same sense, IMC emphasizes the importance of coordinating various promotional
elements (including advertising, public relations, sales promotion, direct marketing, and
personal selling) to deliver a unified and consistent message to consumers.
7. Brand Equity Models: These models assess the financial value and strength of a brand
based on consumer perceptions and associations. Advertising plays a crucial role in
building and maintaining brand equity by shaping these perceptions over time.
8. Innovation Diffusion Theory: Although more often applied to new product adoption,
this theory also applies to advertising by explaining how messages spread through
different segments of the population and influence adoption or acceptance of ideas or
products.

These theories and models provide frameworks for understanding the complexities of advertising
effectiveness, consumer behavior, and the strategic use of advertising in achieving marketing
goals. Marketers often use these frameworks to design, implement, and evaluate advertising
campaigns more effectively.

Creativity in Advertising

 Creativity in advertising refers to the use of innovative, imaginative, and original

ideas to develop advertising campaigns that effectively communicate a brand’s
message and capture the audience's attention.
 It involves thinking outside the conventional approaches to produce ads that are
distinctive, engaging, and memorable.
 Creativity in advertising is crucial because it helps brands stand out in a crowded
marketplace, connect emotionally with consumers, and drive engagement and
action.
Key Elements of Creativity in Advertising

1. Innovation: Employing new techniques, formats, or technologies to create ads that

break the mold of traditional advertising.
2. Originality: Developing unique concepts that haven't been seen before. Originality
ensures that an ad is fresh and can capture attention more effectively than repetitive
or derivative content.
3. Storytelling: Crafting compelling narratives that resonate with the audience on an
emotional level. Good storytelling can make an ad more relatable and memorable.
4. Visual Appeal: Using striking visuals, appealing design, and creative imagery to
draw the viewer’s eye and make the ad more engaging.
5. Humor: Incorporating humor in a way that is relevant and appropriate for the target
audience. Funny ads often stick in people’s minds and are more likely to be shared.
6. Surprise and Unexpectedness: Introducing an element of surprise or an
unexpected twist to keep the audience engaged and make the ad more memorable.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 6

 Module 1 Introduction to Advertising & Creativity 2016
 Examples: Dove’s “Real Beauty” Campaign: Dove challenged traditional
beauty standards with a campaign that celebrated real women and diverse body
types, resonating deeply with its audience

Principles for Implementing Creativity in Advertising

a. Know Your Audience: Understand the preferences, behaviors, and values of

your target audience to create relevant and resonant ads.
b. Clear Message: While creativity is important, the core message should not be
lost. Ensure that the creative elements enhance rather than obscure the message.
c. Consistent Branding: Maintain consistency in branding elements such as logos,
colors, and tone to ensure brand recognition even when the creative approach is
unique.
d. Integration across Channels: Ensure that creative concepts are adaptable and
cohesive across different media channels, from TV to social media to print.
e. Test and Iterate: Use A/B testing and consumer feedback to refine and improve
creative concepts. Continuous iteration can help optimize the effectiveness of
the ad.

Importance of Creativity in Advertising

a. Attention-Grabbing: In a world inundated with advertisements, creative ads stand out

and capture the audience's attention. Unique and innovative approaches help break
through the clutter.

b. Emotional Connection: Creative ads often evoke emotions, whether it’s humor,
nostalgia, or empathy. Emotional connections can significantly increase brand loyalty
and recall.

c. Memorability: Ads that are clever, funny, or visually striking tend to be more
memorable. This can lead to better brand recognition and recall when consumers are
making purchasing decisions.

d. Brand Differentiation: Creativity helps brands differentiate themselves from

competitors. A unique advertising approach can highlight what makes a brand special
and distinct.

e. Engagement: Engaging ads encourage interaction and sharing, especially in the digital
age. Creative campaigns can go viral, reaching a broader audience at a lower cost.

Examples: Old Spice’s “The Man Your Man Could Smell Like”: Combining humor,
rapid-fire dialogue, and unexpected twists, this campaign rejuvenated the Old Spice
brand and became a cultural phenomenon.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 7

 Module 1 Introduction to Advertising & Creativity 2016
Stages in Creative Techniques in Advertising

In advertising and creative development, the process typically involves several stages to
conceptualize and execute effective campaigns. While the specific stages may vary depending on
the approach and agency, here are four common stages in the creative technique:

1. Research and Insights Gathering:

o Objective Setting: Define the advertising goals, whether it's to increase brand
awareness, drive sales, change perceptions, etc.
o Audience Analysis: Conduct research to understand the target audience
demographics, behaviours, attitudes, and preferences.
o Competitive Analysis: Evaluate competitors' advertising strategies and
positioning to identify opportunities and differentiate the brand.
2. Ideation and Concept Development:
o Brainstorming: Generate ideas and concepts based on insights gathered from
research. This stage encourages creativity and exploration of various angles.
o Concept Creation: Develop multiple creative concepts that align with the
advertising objectives and resonate with the target audience.
o Storyboarding or Visualization: Visualize concepts through sketches,
storyboards, or mood boards to illustrate how the ideas will be executed in the
final ad.
3. Execution and Production:
o Creative Production: Bring the chosen concept to life through the production of
visuals, videos, copywriting, and other creative elements.
o Collaboration: Work closely with designers, copywriters, directors, and other
creative professionals to ensure the concept is effectively translated into the final
ad.
o Prototyping: Create prototypes or mock-ups to review and refine the creative
elements before final production.
4. Testing and Evaluation:
o Pre-testing: Gather feedback on the ad concept or prototype through focus
groups, surveys, or qualitative research to identify potential strengths and
weaknesses.
o Refinement: Based on feedback, make necessary adjustments to improve the ad's
effectiveness and alignment with the objectives.
o Launch and Post-launch Evaluation: Monitor the ad's performance after launch
through metrics such as brand awareness, consumer engagement, sales impact,
and return on investment (ROI). Analyze results to determine the ad's success and
gather insights for future campaigns.

These stages are iterative, and creative teams often revisit earlier stages based on feedback and
insights gained throughout the process. Effective execution of each stage ensures that the
creative technique is strategically aligned with the brand's goals and effectively communicates
with the target audience.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 8

 Module 1 Introduction to Advertising & Creativity 2016
Process in Creativity in Advertising

The creative process in advertising

1. Preparation – market research and brainstorming ideas

2. Incubation – taking space from the ideas and letting them unfold and mold
3. Illumination – the moment you land on the idea
4. Evaluation – thinking critically about the idea and weighing it up against other solutions
5. Verification – bringing the idea into fruition

Characteristic features of effective advertising

1. Provides information: Advertising's primary purpose is to provide information about

products or services to prospective buyers. The details of products such as features, uses,
prices, benefits, manufacturer's name, so on; are in the advertisements. The key message
and brand name are also there. The information supplied educate and guide consumers
and facilitate them to make a correct choice while buying a product.
2. Paid communication: Advertising is a form of paid communication. The advertiser pays
to the media for giving publicity to his AD message. He also decides the size, slogan, etc.
given in the advertisement.
3. Non-personal presentation: Advertising is non-personal in character as against
salesmanship, which is a personal or face to face communication. Here, the message is
given to all and not to one specific individual. This rule is applicable to all media
including the press. However, even in it, target consumers or target market can be
selected for making an AD appeal.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 9

 Module 1 Introduction to Advertising & Creativity 2016
4. Publicity: Advertising publicizes goods, services, ideas and event events. It is primarily
for giving information to consumers. This information is related to the features and
benefits of goods and services of different types. It offers new ideas to customers as its
contents are meaningful. The aim is to make the popularize ideas and thereby promote
sales. For example, an advertisement for family planning, family welfare, and life
insurance is useful for placing new ideas before the people.
5. Primarily for Persuasion: Advertising aims at the persuasion of potential customers. It
attracts attention towards a particular product, creates a desire to have it, and finally
induces consumers to visit the market and purchase the same. It has a psychological
impact on consumers. It influences their buying decisions.
6. Target oriented: Advertising becomes effective and result-oriented when it is target
oriented. A targeted advertisement intensively focuses on a specific market or particular
groups of customers (like teenagers, housewives, infants, children, etc.). Here, the
selection of a particular market is called a target market.
7. Art, science and profession: Advertising is art, science and a profession, and this is now
universally accepted. It is an art as it needs creativity for raising its effectiveness. It is a
science as it has its principles or rules. It is also a profession as it has a code of conduct
for its members and operates within standards set by its organized bodies. In its field, AD
Agencies and space brokers function as professionals.
8. The element of a marketing mix: Advertising is an important part of a marketing mix. It
supports the sales promotion efforts of the manufacturer. It makes a positive contribution
to sales promotion provided other elements in the marketing mix are reasonably
favorable. It is alone inadequate for promoting sales. Many companies now spend huge
funds on advertisements and public relations.
9. Creativity: Advertising is a method of presenting a product in an artistic, attractive and
agreeable manner. It is possible through the element of creativity. The creative people
(professionals) introduce creativity in advertisements. Without it, the Ads won't succeed.
Therefore, creativity is called the ‘Essence of Advertising.’

Major techniques in Advertising: Advertisers use a variety of techniques to create effective

advertisements.

Basic Techniques/appeal

1. Biological Technique

a. Focus on consumer’s basic needs for health and security

2. Emotional Technique
a. Focus on the consumers’ feelings (love, romance, pride)
3. Rational Technique
a. Focus on the consumer’s reasoning abilities (cost, safety, convenience)

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 10

 Module 1 Introduction to Advertising & Creativity 2016
4. Social Technique
a. Focus on the way that social pressures influence consumer Behaviour (odour, weight,
acne, fashion)
Foundations of effective advertisement
 Provides an introduction to advertising—its role, key players, and history
 Defines advertising’s role in marketing including key players and new
developments
 Examines advertising’s relationship to society including regulations and ethics in
advertising

Functions of Advertising

a. To differentiate the product from their competitors: An important function of

advertising is the identification function, that is, to identify a product and differentiate it
from others; this creates an awareness of the product and provides a basis for consumers
to choose the advertised product over other products this creates an awareness of the
product and provides a basis for consumers to choose the advertised product over other
products.
The identification function of advertising includes the ability of advertising to
differentiate a product so that it has its own unique identity or personality.
There are four additional ways to differentiate your offering from the competition and
increase your differentiation: leveraging the brand, innovating your service offering,
as well as designing product and packaging in a way that creates an aesthetic beyond
the functional. None of these methods are expensive. All are ways that can increase your
perceived value to the customer and increase your market share.
Example: GARNIER FRUTICS (shampoo) the shampoo bottle have the different color
from all other shampoo available in the shelf. The bottle of the shampoo is unique from
all others.
Example: apple laptops make them different from others as the WHITE color and logo
of APPLE on back of the screen.
b. To communicate product information: Another function of advertising is to
communicate information about the product, its attributes, and its location of sale; this is
the information function. Product information communicated to the customers in manner
that meets their information needs. Most consumers tend to discount the information in
advertising because they understand that the purpose of the advertising is to persuade.
Making an advertising message believable is not easy; though often it is sufficient to
make the consumer curious enough to try the product. Such curiosity is often referred to
as interested disbelief. Advertisers use a variety of devices to increase the believability of
their advertising: celebrities or experts who are the spokespersons for the product, user
testimonials, product demonstrations, research results, and endorsements.
Example: Ponds age miracle, in that ad the celebrity HADIQA KAYANI is informing
the consumers about the benefits of it. That how the old women can look younger by
using it continuously. It will make you fair cream plus it reduces freckles plus it can be
used as a sun block as well it will make you look young.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 11

 Module 1 Introduction to Advertising & Creativity 2016
c. To urge product used: The third function of advertising is to induce consumers to try
new products and to suggest reuse of the product as well as new uses; this is the
persuasion function. The basic function of advertising is to provide constant reminders
and reinforcements to generate the desired behavior the advertiser wants from them.
This is a particularly effective function in the long run as reminders and reinforcements
register in the consumers' minds, becoming the base on which they shape their future
decisions. Sampling in the way to urge the product using.

Example: Fair and lovely as we know that it will make a girl look fair and prettier in 4
weeks. Example: Neutrogena acne treatment cream will remove your pimple is 24
hours. NEUTROGENA say no to pimples!!

d. To expand the product distribution: When the consumer comes to know about the
particular product from the advertisement he/she wants to try that new product. They go
to shops to buy the product; if the new product is not available in a shop then the
shopkeeper consults the distributor to make that product available in his shop. It is
basically to provide the product all over market. It is necessary to make sure that
product should be accessible to everyone. Availability of product effect the distribution.
Example: Wateen telecom and Motorola Partner to Expand Distribution of
Videoconferencing Product Line in Pakistan. So as many people are getting to know
about this facility they are running towards the franchises to avail it. So for that Wateen
should expand their distribution all around the cities. Accessibility is major factor for
successful product
e. To increase brand preference and loyalty: Marketing is a moving thing. As your
needs are changed your preferences are changed. When the product delivers the
promised quality, service and value, it creates satisfied customers who become
instrumental in spreading a favorable word-of-mouth. Satisfied customers also develop
brand preference; each product features and uses are written on the product. Example:
99% girls who are not married will not look at the ad of pampers or any milk powder
for children but when they will get married their interest will automatically move
towards such ad'.
f. Brand loyalty: Brand loyalty is a long-term customer preference for a particular
product or service. Brand loyalty can be produced by factors such as customer
satisfaction with the performance or price of a specific product or service, or through
identifying with a brand image. It can be encouraged by advertising. People often make
purchasing decisions based on how a brand makes them feel emotionally rather than
based on quality or other objective evaluations. If "Just Do it" strikes a chord with an
athlete, he'll buy Nike; the decision may have little to do with quality.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 12

 Module 1 Introduction to Advertising & Creativity 2016
Example: For instance, when one buys a tube of Colgate toothpaste and finds it ok, one
will not have to spend any valuable time on looking for other toothpaste brands.

g. To reduce overall sales cost: When a product is selling you have to teach the people
about the product. Like if we would advertise through newspapers, TV, broachers and
internet, it would cater huge sum of masses and if you do individually it would be more
costly and time consuming.

Example: Coke targets their consumers on a very large scale through mass media
whereas Makka cola advertise on smaller scale or go door to door to advertise their
product.

h. Creates new demands: Advertising have to create new demands they should educate
the people about more and more new things coming up in the market. Each year new
products, including line extensions and new brands are introduced into groceries and
drugstores.

Example: Wateen telecom is offering wireless internet chips, video conferencing and
WIMAX services as they are introducing new services in market its creating new
demands

Advantages of Advertising: The various Advantages of Advertising are as under:

 Increasing sales: The expenses of advertising may be justified on the ground that it helps to
increase sales, which thereby results in increased production.

 Reduction cost: It assets to reduce cost of production and distribution which are passed on to
consumers in the form of reduced prices. .

 Duplicate advertising: The basic purpose of advertising is to increase the sales of products
which are not in competition, For example large amounts are spent on the publicity of Tooth
Pastes which appear to be in competition but which is really produced by the same
manufacturers. ,

 Prevention of lost sales: Much advertising is aimed at preventing the erosion of its sales by
competitors. So advertising may be regarded as being “defensive”.

 Creating market attitude: Advertising can create a market attitude for product which would
not otherwise be desired. Thus artificial demand can be created by exploiting fears.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 13

 Module 1 Introduction to Advertising & Creativity 2016
 Impression the public: Advertisement is considered important branch of business which
impresses the public about the superiority of product.

 Economy in commission: It introduces the manufacturer in the market as an independent

supplier. So public may directly place an order to him which can reduce a wholesaler's
commission and utilize it to lower the retail prices.

 Encouraging competition: It assists to promote competition among the producers. Thus it

facilities to supply goods of improved quality in the market at competitive prices.

 Increasing business activities: Advertising helps to increase the business activities in the
country. Thus national income and consumption per capita may be increased.

 Developing goods: It informs the manufacturers about the changes in taste, fashion and habits
of customers. So producer will be in a position to develop his product according to the
changed circumstances in the market.

 Sufficient profit: It promoters the selling process to the great extent which gives producers
sufficient profit.

 Informing consumers: Advertising provides the information to consumers about the choice,
prices quality and other description of product at their home, which guides them for quick
decision.
 Increasing standard of living: People are informed about the new scientific inventions, new
style and use of products. Improved accommodation, better clothing and food by advertising.
Thus it stimulates the desire of public which increases their standard of living.

 Providing employment: As it helps to create the new demand of the products, it tends to
increase the sales volume of goods. So new industry will be established and old industry will
be expanded where thousands of persons may be engaged.

Demerits of Advertising (Objections)

Various objections against it may be listed as follows:

1. Economic Objections

a) Advertising is not productive. It is true that it does not produce any tangible goods. It is
said to involve wasteful expenditure.

b) It forces people to desire and buy goods, which, in fact, are not within their means.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 14

 Module 1 Introduction to Advertising & Creativity 2016
c) It increases the cost of goods. Advertising charges are included in the price, which the
consumer has to pay.

d) Advertising results in monopoly. The consumer becomes a slave to a particular brand.

2. Social Objections

a) Most of the advertisements contain tall claims and the consumers do not enjoy the benefits
advertisement in full. They are short lived only.

b) The press is influenced by the advertisers because they provide major revenue for the
existence of newspapers.

3. Ethical Objections

a) Advertising appeals make people to use such articles, which may affect their health. For
example alcoholic drinks and cigarettes.

b) People with less purchasing power cannot afford to buy articles even though
advertisements create a strong need in them. Thus a section of society remains discontented.
Whatever may be said against advertising, it is increasingly used almost in every branch of
business to promote sales. It is not merely a means of sales promotion but today it has become
a science equivalent to any other social science.

Five M's of Advertising

The decision making in advertising is a five-step process. It is called ‘Five M's of Advertising.’ It
consists of:

1. Mission,
2. Money,
3. Message,
4. Media, and
5. Measurement.
Evaluation and broad decisions need to be taken in regard to these five areas while organizing an
advertising program or campaign.

The five M's of Advertising on which an advertiser has to make decisions:

a. Mission:
Mission refers to the purpose or objective of advertising.
Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 15
 Module 1 Introduction to Advertising & Creativity 2016
These goals vary in character and mainly include:

Sales promotion,

Information and guidance to consumers,

Developing brand loyalty,

Market goodwill,

Facing market competition effective,

Making the products popular or successful, and

The introduction of a new product in the market.

The decision in regard to mission or objective is a basic one, and all other decisions get adjusted
according to it. For consumer products like chocolate, toothpaste, soap, etc., the mission or
objective includes facing market competition, sales promotion and to make a product successful
in the market.

b. Money:
Money refers to the finance provided for advertising purpose. It makes an AD budget. It means
the budget allocation made by the company for running the entire operation of AD Campaign.
Money provided is a limiting factor because the effectiveness of advertising, media used,
coverage of advertising, etc. are all related to the funds provided for running advertisements.
Advertising is a costly affair, and companies have to spend millions of dollars on it. It should
always be within the limits of funds provided. Naturally, decisions in selecting an advertising
package should be properly adjusted to the allocated AD budget.

Consumer products like toothpastes or chocolates are highly competitive with many substitutes
readily available in the market. Naturally, extensive advertising on TV, newspapers, radio, etc. is
required. These media are costly. So, the manufacturing or marketing company will have to
provide huge money for advertising purpose.

c. Message:
The message gets delivered through the text of an advertisement. It is passed through written
words, pictures, slogans, and signs. It is for the information, guidance and motivation of
prospective buyers. Attractive and meaningful messages give positive results, and the advertising
becomes result-oriented. For this, the services of creative writers, artists, etc., are used to give an
appealing message to the consumers.

Here, the advertiser has to decide:

How to deliver the message?

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 16

 Module 1 Introduction to Advertising & Creativity 2016
Which media to use for communicating the message?

What would be the extent of creativity?

Which specific customer group be targeted with the message, so on.

The AD message is related to the decisions taken in regards to the mission, and money provided
for the purpose of advertising.

For advertising consumer product like chocolate, the message is important for its success.
Chocolate is favored mainly by children and teenagers. The message should be such that it is
beneficial and appealing to the younger minds. It must have a promise of a taste pleasure and
satisfaction as expected by the younger generation. The AD message should be simple and easily
understandable with the help of a picture or slogan. It should also be attractive and agreeable to
the younger generation. The pictures or slogans used should be short and impressive.

d. Media:
The advertiser has to take a crucial decision about selecting a proper media for an advertising
purpose. Media differ as regards to cost, coverage, effectiveness or impact, etc. The selection of
media depends on the budget provided, products getting advertised, and features of prospective
buyers, so on. A wrong decision on media may make entire advertising ineffective and money
spent on it will be wasted. Therefore, a media should be properly selected, and decision in this
regard is essential and critical.

For advertising popular and extensively used consumer items like chocolate, the media should be
selected properly. Cartoon TV channels, comic books, newspapers supplement meant for kids,
etc., should be preferred.

e. Measurement:
Measure relates to the effectiveness of advertising. An advertiser will like to evaluate
advertisement in order to judge its effectiveness. If an advertisement is not effective, it will be
modified or withdrawn. It is necessary for avoiding expenditure on the advertisement that is not
purposeful or is not likely to give any positive results. An advertiser has to measure the
effectiveness of his ad program or campaign and take suitable decisions. This decision-making as
regards effectiveness of advertisements is equally important and essential. Such testing facilitates
an introduction of appropriate remedial measures if required.

For measuring effectiveness of chocolate advertising, the post advertising sale is one major
consideration. Demand creation in new market segments or new age groups is another factor in
the measurement of an ad effectiveness. Even the success of a sales promotion program is useful
for measuring the effectiveness of an advertisement.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 17

 Module 1 Introduction to Advertising & Creativity 2016
In brief, like other areas of marketing management, decision-making is necessary for advertising.
It relates to Five M's - Mission, Money, Message, Media and Measurement.

Strictly for Private Circulation - JU -CMS Prepared by [Link] K Page 18