INTEGRATED ADVERTISING
PROGRAMS
UNIT –II
• Integrated means:
Combining or coordinating separate elements s
o as to provide harmonious, interrelated
whole: an integrated plot; an integrated
course of study .
• Integrated Advertising is combining several
media channels and tools under one big idea in
order to produce a greater experience for the
customers .
• The goal of integrated advertising is to
transport a clear message to a defined target
audience in a successful way.
• Effective communication within an integrated
advertising campaign therefore aims at
positively influencing consumers’ attitudes,
mostly brand attitudes, and must pass the four
response steps :
• Exposure,
• Processing,
• Communication effects and
• Action.
Steps of Integrated Advertising
The four steps included:
1. Developing campaign strategy based on
corporate aims and plans including pre-
assessment , objective setting, and concept
creation
2. Testing campaign with corporate managers
3. Testing campaign with targeted consumers
4. Tracking campaign performance.
• A vast amount of time, money and energy go
into the creative work of developing
advertising appeals to influence the buying
behavior of consumers.
• Through various appeals, advertising
influence, rationally or emotionally, the
prospects' purchase decisions.
• Ad appeals may be product-oriented or
consumer-oriented.
Human Needs as Basis for Appeals
• Ultimately, all advertising appeals are created
for the purpose of activating human needs and
wants, and showing how the advertised brand
can satisfy those needs and wants.
• The most popular and widely accepted need
scheme is the one given by A.H. Maslow.
Maslow's basic human need structure states
five levels hierarchically.
They are :
• Physiological Needs or Creature Comforts :
These are biological need such as food, water,
sleep, and so on, and are the most potent of all
human needs.
• Safety Needs (Security, Protection, etc.):
These are based on the needs for physical
safety and security, and stress such things as
preference of the familiar to the unfamiliar and
for the known to the unknown.
• Love Needs (Affection, Belongingness, etc.):
These needs are at least partially fulfilled by
marriage parenthood and belonging to
organizations, such as the Rotary, Lions and
others.
• Esteem Needs (Self-Respect, Prestige, Social
Approval, Achievement, etc.):
As love needs become' least partially satisfied, the
need for such things as prestige, self-respect,
esteem and status emerge. The desire for
achievement, independence and self-confidence
are also part of these needs.
• Self Actualization Needs (Self-Fulfillment,
Self-Experience, etc.):
The desire for self-fulfillment, or becoming
everything one is capable of becoming is the
essence of these needs.
Berelson and Stenier have given a list of primary
and secondary human needs.
• The primary needs are physiological ones
based on the biological functioning
of every human being.
• The secondary needs, according to them, are
those which are acquired or learnt, and are not
necessary for the basic biological functioning
of an individual.
The primary needs include:
(i) Supply Motives: Hunger and thirst.
(ii) Avoidance Motives: Avoidance of pain,
fear, harm and other negative consequences.
(iii) Species-maintaining Motives :
Reproduction, mating and nutritive motives.
The secondary needs include:
(i) Acquired or Learned: It is believed that
secondary needs are learned because of the
satisfaction of primary needs. One learns
that one can better satisfy one's hunger-and-
thirst need by acquiring property and other
possessions.
(ii)Recognition needs and
(iii) Affiliation needs.
• These "key" needs should be identified and
appealed to, directly and indirectly in the
advertising message.
• Different kinds of motives encourage people to
certain goals. All of man's actions are guided
by his cognition, i.e., his apprehension, his
awareness and his anticipation
Buying Motives
• Motives arouse and maintain activity and
determine the general direction of behavior of
an individual.
• In essence motives or needs are the main
springs of action.
• Need or motive is something in an individual
that prompts him to action.
The following are the important buying motives:
• Unconscious Motivation
• Power motive
• Competence motive
• Affiliation motive
• Security Needs
• Social needs or motives
• Esteem needs or motives
• Physiological needs or motives
• Comfort or convenience
• Envy
• Fashion
• Romance
• Greed
• Curiosity
• A motive is a state of tension. It activates
action towards goal and sustains it till the goal
is reached . Motivation can be conscious or
unconscious .
• Motives make the behavior of the individual
goal directed.
Appeals and Buying Motives
• Both these are closely related concepts.
• Appeals are cues or provide stimulus.
• Appeals are made because
there are buying motives leading to action.
Appeals are developed thus on the basis
of buying motives.
Example : Shree Ganesh jewellery has beauty
appeals to the buying motive of pride
or possession.
Types of Appeals :
• Appeals are broadly classified as
• Rational,
• Emotional and
• Moral appeals.
Rational Appeals
• Rational Appeals
are those directed at the thinking process of
the audience. They involve some sort of a
deliberate reasoning process, which a person
believes would be acceptable to other members
of his social group.
• They attempt to show that the product would
yield the expected functional benefit.
Rationality has come to be equated with
substance. A rational ad becomes
Some of the Rational appeals are :
• High quality
• Low price
• Long life
• Performance
• Ease of use
• Re-sale value
• Economy
• Emotional appeals are those appeals , which are
not preceded by careful analysis of the pros and
cons of making the buying process .
• Emotions are those mental agitations or excited
states of feeling which prompt us to make a
purchase.
• Emotional appeals are designed to stir up some
negative or positive emotions
that will motivate product interest or purchase.
• Following several motivation research studies, it
has been found that negative emotional appeals
are more effective than positive ones.
Fear Appeals
• The fear appeal is most important among
emotional appeals and also the most effective.
• It is said that the message's effectiveness
increases with the level of fear it generates.
• Messages of toothpaste ads employ this appeal.
• They present the fear of tooth decay
or unhealthy gums or bad breath, and then
suggest the use of a specific brand of toothpaste
to get rid of such fears.
Moral appeals
• Moral appeals are those appeals to the audience
that appeal to their sense of right and wrong.
These are often used in messages to arouse a
favorable response to social causes, such as:
• Prohibition,
• Adult literacy,
• Anti-smuggling and hoarding,
• Consumer protection,
• Equal rights for women
• Social responsibility rural development,
• Employment generation , and so on.
• In summary Integrated Advertising programs
or campaigns aim at identifying the key needs
and appeals of the consumer and motivating
the customers to have an appeal to buy or have
a buying motive .
• And therefore using the different set of media
tools an advertising message can be developed
to reach the customers in mass using
Integrated Advertising programs.