Advertising management

1. PROJECT ON
ADVERTISING
MANAGEMENT

2. Definition Of Advertising:
The American Marketing Association defines advertising as “Advertising is defined
as any paid form of non-personal communication about an organization, product, service, or
idea by an identified sponsor.”
The Five M’s Of Advertising:
The organizations handle their advertising in different ways. In small companies, advertising
is handled by someone in the sales or marketing department, who works with an ad agency.
A large company will often set up its own advertising department or else hire an ad agency to
do the job of preparing advertising programmes.
In developing a program, marketing managers must always start by identifying the target
market and the buyer’s motives. Then they can make the five major decisions in developing
an advertising program, known as the five M’s, viz,
The above mentioned can be explained by the diagram given below
The 5Ms of Advertising
Checklist for planning of a marketing or advertising campaign.
 What are the objectives?
Mission
 What is the key objective?
 How much is it worth to reach my objectives?
Money
 How much can be spent?
 What message should be sent?
Message
 Is the message clear and easily understood?
 What media vehicles are available?
Media
 What media vehicles should be used?
 How should the results be measured?
Measurement
 How should the results be evaluated and followed up?

3. 5 Ms OF ADVERTISING
Message
Message
generation
Message
evaluation &
selection
Message
execution
Social
responsibility
review
Money
Mission Measurement
Factors to consider:
Sales Stage in PLC
goals Market share Communicatio
Advt. and consumer n impact
objectives base Sales impact
Competition and
clutter Media
Advertising
frequency
Product Reach,
substitutability frequency,
impact
Major media
types
Specific
media
vehicles
Media timing
Geographical
media
allocation

4. After the Target Market, market positioning and marketing mix decisions have been taken
the First step in developing an Advertising Program is
1. MISSION OR SETTING THE ADVERTISING OBJECTIVES
Advertising Objectives can be classified as to whether their aim is:
To inform: This aim of Advertising is generally true during the pioneering stage of a product
category, where the objective is building a primary demand.
This may include:
• Telling the market about a new product
• Informing the market of a price change
• Informing how the product works
• Correcting false impressions
• Reducing buyers’ fears
To persuade: Most advertisements are made with the aim of persuasion. Such
advertisements aim at building selective brand.
To remind: Such advertisements are highly effective in the maturity stage of the product.
The aim is to keep the consumer thinking about the product.
2. MONEY
This M deals with deciding on the Advertising Budget
The advertising budget can be allocated based on:
• Departments or product groups
• The calendar
• Media used
• Specific geographic market areas
There are five specific factors to be considered when setting the Advertising budget.
• Stage in PLC: New products typically receive large advertising budgets to build
awareness and to gain consumer trial. Established brands are usually supported
with lower advertising budgets as a ratio to sales.

5. • Market Share and Consumer base: high-market-share brands usually require
less advertising expenditure as a percentage of sales to maintain their share. To
build share by increasing market size requires larger advertising expenditures.
Additionally, on a cost-per-impressions basis, it is less expensive to reach
consumers of a widely used brand them to reach consumers of low-share brands.
• Competition and clutter: In a market with a large number of competitors and
high advertising spending, a brand must advertise more heavily to be heard above
the noise in the market. Even simple clutter from advertisements not directly
competitive to the brand creates the need for heavier advertising.
• Advertising frequency: the number of repetitions needed to put across the brands
message to consumers has an important impact on the advertising budget.
• Product substitutability: brands in the commodity class (example cigarettes,
beer, soft drinks) require heavy advertising to establish a different image.
Advertising is also important when a brand can offer unique physical benefits or
features.
3. MESSAGE GENERATION
Message generation can be done in the following ways:
Inductive: By talking to consumers, dealers, experts and competitors. Consumers are the
major source of good ideas. Their feeling about the product, its strengths, and weaknesses
gives enough information that could aid the Message generation process.
Deductive: John C. Meloney proposed a framework for generating Advertising Messages.
According to him, a buyer expects four types of rewards from a product:
 Rational
 Sensory
 Social
 Ego Satisfaction.
Buyers might visualize these rewards from:
 Results-of-use Experience
 Product-in-use Experience
 Incidental-to-use Experience

6. The Matrix formed by the intersection of these four types of rewards and the three types of
experiences is given below.
Potential Type of Reward (Sample Messages)
Rational Sensory Social Ego Satisfaction
Result-of-Use 1. Gets Clothes 2. Settles Stomach 3. When you care 4. For the skin you
Experience Cleaner upset completely enough to serve the deserve to have
best
Product-in- 5. The flour that 6. Real gusto in a 7. A deodorant to 8. The store for
Use needs no sifting great light beer guarantee social young executive
Experience acceptance
Incidental-to- 9. The plastic 10. The portable 11. The furniture 12. Stereo for the
Use pack keeps the television that’s that identifies the man with
Experience cigarette fresh lighter in weight, home of modern discriminating taste
easier to lift people
Message evaluation and selection
The advertiser needs to evaluate the alternative messages. A good ad normally focuses on
one core selling proposition.
Messages can be rated on desirability, exclusiveness and believability. The message must
first say something desirable or interesting about the product.
The message must also say something exclusive or distinct that does not apply to every
brand in the product category. Above all, the message must be believable or provable.
Message execution.
The message’s impact depends not only upon what is said but also on how it is said. Some
ads aim for rational positioning and others for emotional positioning.
While executing a message the style, tone, words, and format for executing the message
should be kept in mind.
Style. Any message can be presented in any of the following different execution styles, or a
combination of them:

7. • Lifestyle: Emphasizes how a product fits in with a lifestyle.
• Mood or image: Evokes a mood or image around the product, such as beauty,
love, or serenity. No claim is made about the product except through suggestion.
• Musical: Uses background music or shows one or more persons or cartoon
characters singing a song involving the product.
• Personality symbol: Creates a character that personifies the product. The
character might be animated
• Technical expertise: Shows the company’s expertise, experience, and pride in
making the product.
• Scientific evidence: Presents survey or scientific evidence that the brand is
preferred over or outperforms other brands. This style is common in the over-the-
counter drug category.
Tone:
The communicator must also choose an appropriate tone for the ad.
Example: HLL is consistently positive in its tone—its ads say something superlatively
positive about the product, and humor is almost always avoided so as not to take mention
away from the message. Other companies use emotions to set the tone—particularly film,
telephone, and insurance companies, which stress human connections and milestones.
Words: Memorable and attention-getting words must be found.
Format:
Format elements such as ad size, color, and illustration will make a difference in an ad’s
impact as well as its cost. A minor rearrangement of mechanical elements within the ad can
improve its attention-getting power. Larger-size ads gain more attention, though not
necessarily by as much as their difference in cost. Four-colour illustrations instead of black
and white increase ad effectiveness and ad cost. By planning the relative dominance of
different elements of the ad, optimal delivery can be achieved.
4. MEDIA

8. The next ‘M’ to be considered while making an Advertisement Program is the Media through
which to communicate the Message generated during the previous stage. The steps to be
considered are:
Deciding on
Geographic
media allocation
Step V Deciding on
media timing
Selecting
Step IV specific media
vehicles
Choosing
Step III among major
media types
Deciding reach,
Step II frequency and
impact
Step I
5. MEASUREMENT
Evaluating the effectiveness of the Advertisement Program is very important as it helps
prevent further wastage of money and helps make corrections that are important for further
advertisement campaigns. Researching the effectiveness of the advertisement is the most
used method of evaluating the effectiveness of the Advertisement Program. Research can be
in the form of:
• Communication-Effect Research
• Sales-Effect Research
There are two ways of measuring advertising effectives. They are:
Pre-testing
It is the assessment of an advertisement for its effectiveness before it is actually used. It is
done through
• Concept testing – how well the concept of the advertisement is. This is be done by
taking expert opinion on the concept of the ad.
• Test commercials - test trial of the advertisement to the sample of people

9. • Finished testing
Post-testing
It is the assessment of an advertisement’s effectiveness after it has been used. It is done in
two ways
• Unaided recall - a research technique that asks how much of an ad a person
remembers during a specific period of time
• Aided recall - a research technique that uses clues to prompt answers from people
about ads they might have seen.
Advertising objectives can be classified according to whether their aim is to inform, persuade or
remind.
Informative advertising figures heavily in the pioneering stage of a product category, where
the objective is to build primary demand.
Persuasive advertising Becomes important in the competitive stage, where a company’s
objective is to build selective demand for a particular brand. Some persuasive ads use
comparative advertising, which makes an explicit comparison of the attributes of two or more
brands.
Most detergent ads – Surf, etc. use persuasive advertising wherein one brand is shown as
being superior to the others on various counts such as “more whiteness”, “your clothes wont
stink after you use brand X”, “your clothes wont shrink…”, etc.
Reminder advertising is important with mature products
Types of advertisements:
The types of advertisements can broadly be classified into three types:

10. 1. Consumer advertising
2. Advertising to business and profession
3. Non- product advertising
Types of advertisements
Consumer Advertising to Non- product
Advertising Business and profession Advertising
Consumer Advertising:
These are basically nothing but product or service advertisements directed towards the
consumer or the customer as such. Such advertisements can be in the form of national or
local advertisements also.
Such kind of advertisements uses emotional or rational appeal in their advertisement.
Advertising to business or profession:
This type of advertising is aimed at resellers and professionals. The media used here is direct
mail or professional magazines. These are ads which are not directed towards the final
consumers.
Corporate ads are also a part of these types of ads. The target groups of corporate advertising
are most often customers, stockholders, employees, financial institutions, political leaders
and government. The objectives of the corporate or the institutional ads may be to establish
or boost corporate identity and image, counter negative attitudes towards a company,
industry or to promote and relate the company to some worthwhile social public interest
cause.
Non- product advertising:
In this type of advertising advertisements depicting an idea, a social cause etc are included.
Surrogate advertisements are also a part of such non- product advertisements.

11. ADVERTISING OBJECTIVES
“With realistic goals for advertising, you can satisfy both those who are investing in the
advertising and those who are creating it.”
Almost every person involved with advertising wants to measure their advertising’s results.
Those who pay the bills want to know the return on their investment, and those creating the
advertising want to demonstrate that their work is effective. Research efforts on the part of
advertisers, ad agencies, and the media have helped quantify the results of advertising. But
most continue to face basic questions such as: Does your Advertising work? How hard does
it work? What specifically does it do for your business? Should I increase, maintain, or
decrease spending? What’s the best message I can put in my advertising?
There are no easy answers to these questions. Solutions are a mixture of science and art.
Marketing versus Advertising
Failure sometimes occurs even before the process starts because companies are confused by
the apparent similarity between the purpose of advertising and marketing. Both are meant to
encourage consumers to purchase products and services, however, there is a fundamental
difference between the two. Advertising is only one part of the marketing process, and its job
is to deliver messages that have a psychological effect on the consumer. While marketing,
which also includes functions such as public relations, promotion, sales, packaging, and
pricing, has the more inclusive job of moving products and services from the seller to the
buyer.
Companies when asked about advertising objectives almost always reply with marketing
objectives. If they have a formal marketing plan, the advertising objectives are typically
statements like: to increase sales, or to expand market share. These are too broad and general,
making it almost impossible to measure success. More specific objectives such as increase
sales by 15%, or expand market share by 5% aren’t much better because they are marketing
goals, not advertising goals. Advertising cannot achieve marketing goals all by itself. If a
company wants to measure the results of its advertising, it has to be more specific in the
definition of what it expects to accomplish through the use of advertising.

12. The Job of Advertising
What part of the total marketing goal can we expect advertising to achieve? Since advertising
is a communications tool, we must assign it a communications task. Its job is to deliver a
message that is designed to stimulate specific consumer behavior. The message you want
advertising to deliver must be specific. Keep in mind that at this stage you are defining what
needs to be said, not how to say it—you’re not trying to write a headline. With a specific
communications task that can be performed by advertising, independent of other marketing
efforts, you can measure your advertising’s success.

13. Where does advertising objectives fall in the marketing plan
Market Consumer Competitive Brand Organizational
Analysis Analysis Analysis Realities
Advertising in the Marketing Plan
Marketing Plan: The
Company’s overall Marketing Objectives
marketing plan determines Sales Objectives
promotional objectives and
from these objectives,
advertising objectives are
derived. Promotion
objectives specify what is to
be accomplished and where Advertising Objectives
advertising fits in. The next
step is to set specific ad
objectives and goals.
Advertising Strategy
Advertising Tactics
Promotions
Creative Strategy Media Strategy

14. Evolution Of Advertising
‘From a freelance activity to an integral component of the Marketing Plan’
As a business task, advertising has to meet certain clear-cut objectives. In the past,
advertising often operated within organizations almost like a freelance activity. The creative
nature of the job often gave it the image of an activity that could not be subjected to
established management norms and controls. This position, however, has been undergoing
changes over the years. The commercial world will not blindly
accept costs that cannot yield measurable results. Since Evolution of Advertising
advertising involves heavy costs to the advertiser, it is only
Freelance Activity
natural that advertising slowly got included in those management
activities that are expected to yield results proportional to the
effort and cost involved. The advertiser started asking: "Am I
getting my money’s worth?" Advertising was slowly becoming
a management task, well within the rules of the management
process. People began to expect tangible results from Objective driven Activity
advertising; and when such evaluation came, the role of
objectives and goals in advertising became crucial. It came to be accepted that advertising
had to operate with certain well-defined objectives against which the results of the
programme can be later measured.
NEED FOR ADVERTISING OBJECTIVES
One of the reasons many companies fail to set specific objectives for their advertising and
promotional programs are that they fail to recognize the value of doing so. There are several
important reasons for setting advertising and promotional objectives:
Direction: Advertisement objectives are essential because it helps the marketer to know in
advance what they want to achieve and to ensure that they are preceding in the right
direction. Pin pointing the ad objectives also helps in making one’s goals real and not
imaginary, so that effective ad programmes can be developed for meeting the objectives .it
also guides and controls decision-making in each area and at each stage

15. Communication: Objectives provide a communication platform for the client, the
advertising agency account executive help coordinate the creative team members and the
efforts of copywriters, media specialists, media buyers and professionals involved advertising
research. The advertising programme must also be coordinated with other promotion mix
elements within the company. In fact many problems may be avoided if all the concerned
parties have written objectives to guide their actions and serve as a common base for
discussing related issues
Planning and Decision Making—Specific objectives can be useful as a guide or criterion
for decision-making. Advertising and promotion planners are often faced with a number of
strategic and tactical options in areas such as creative, media, budgeting and sales promotion.
Choices among these options should be made on the basis of how well a strategy or tactic
matches the promotional objective.
Measurement and Evaluation of Results—A very important reason for setting specific
objectives is that they provide a benchmark or standard against which success or failure of
the campaign can be measured. When specific objectives are set it becomes easier for
management to measure what has been accomplished by the campaign
Two Distinct Schools Of Thought
What should be or what could be the objectives for advertising? A controversy around this
question is still running hot in the ad world. One school holds that ad has to necessarily bring
in more sales and therefore ad objectives should certainly include sales growth.
The second and diametrically opposite view is that ad is essentially a communication task
and it should have only communication goals, or goals intended to shape the awareness and
attitudes of consumers
Advertising
Objectives
Sales Oriented Communication
Objectives Oriented Objectives

16. SALES AS AN ADVERTISING OBJECTIVE
Many marketing managers view their advertising and promotional programs from a sales
perspective and argue that sales or some related measure such as market share is the only
meaningful goal for advertising and thus should be the basis for setting objectives. They take
the position that the basic reason a firm spends money on advertising and promotion is to sell
its products or services. Thus they argue that any money spent on advertising should produce
measurable sales results.
COMMUNICATION OBJECTIVES
Often when we think of advertising, we just think of great ads that make us laugh or engage
us in some manner. We tend to judge ads by these simple criteria. However, a far more
powerful way to look at advertising is by understanding that advertising is a communication
task, with specific communication objectives, and therefore we need to understand how
communication works.
The starting point is an audit of all the potential interactions target customers may have with
the product and the company. For example, someone interested in purchasing a new
computer would talk to others, see television ads, read articles, look for information on the
intranet, and observe computers in a store. The marketer needs to assess which experiences
and impressions will have the most influence at each stage of the buying process. This
understanding will help marketers allocate their communication budget more efficiently. To
communicate effectively, marketers need to understand the fundamental elements underlying
effective communication.
On the basis of the communication importance, there were eminent personalities who made
the communication models, which help a marketer to understand, how he should go about
communicating his product to the target audience.

17. MODELS BASED ON THE THREE STAGES OF BUYING
BEHAVIOUR
AIDA Hierarchy of Innovation – Communications
Stages Model effects Model Adoption Model Model
Cognitive Exposure
Awareness
Stage
Reception
Attention Awareness
Knowledge
Cognitive response
Affective Liking
Stage Interest Attitude
Interest
Preference
Desire
Conviction Evaluation Intention
Behaviour
stage
Trial
Action
Behaviour
Purchase
Adoption
AIDA MODEL

18. The AIDA model was presented by Elmo Lewis to explain
how personal selling works. It shows a set of stair-step
stages, which describe the process leading a potential
customer to purchase. The stages, Attention, Interest,
Desire, and Action, form a linear hierarchy. It demonstrates
that consumers must be aware of a product’s existence, be
interested enough to pay attention to the product’s
features/benefits, and have a desire to benefit from the
product’s offerings. Action, the fourth stage, would come as a natural result of movement
through the first three stages. Although this idea was rudimentary, it led to the later emerging
field of consumer behavior research.
HIERARCHY OF EFFECTS MODEL
Hierarchy of effects Model can be explained with the help of a pyramid. First the lower
level objectives such as awareness, knowledge or comprehension are accomplished.
Subsequent objectives may focus on moving prospects to higher levels in the pyramid to
elicit desired behavioral responses such as associating feelings with the brand, trial, or
regular use etc. it is easier to accomplish ad objectives located at the base of the pyramid than
the ones towards the top. The percentage of prospective customers will decline as they move
up the pyramid toward more action oriented objectives, such as regular brand use.
Awareness: If most of the target
audience is unaware of the
object, the communicator’s task
is to build awareness, perhaps
just name recognition, with
simple messages repeating the
product name. Consumers must
become aware of the brand.
This isn’t as straightforward as it
seems. Capturing someone’s
attention doesn’t mean they will

19. notice the brand name. Thus, the brand name needs to be made focal to get consumers to
become aware. Magazines are full of ads that will capture our attention, but we have trouble
seeing the brand name.
Knowledge: The target audience might have product awareness but not know much more,
hence this stage involves creating brand knowledge. This is where comprehension of the
brand name and what it stands for become important. What are the brand’s specific appeals,
its benefits? In what way is it different than competitor’s brands? Who is the target market?
These are the types of questions that must be answered if consumers are to achieve the step
of brand knowledge.
Liking: If target members know the product, how do they feel about it? If the audience
looks unfavourably towards the product to communicator has to find out why. If the
unfavourable view is based on real problems, a communication campaigns alone cannot do
the job. For product problem it is necessary to first fix the problem and only then can you
communicate its renewed quality.
Preference: The target audience might like the product but not prefer it to others. In this
case, the communicator must try to build consumer preference by promoting quality, value,
performance and other features. The communicator can check the campaigns success by
measuring audience preference before and after the campaign.
Conviction: a target audience might prefer a particular product but not develop a conviction
about buying it. The communicator’s job is to build conviction among the target audience.
Purchase: finally, some members of the target audience might have conviction but not quite
get around to making the purchase. They may wait for more information or plan to act later.
The communicator must need these consumers to take the final step, perhaps by offering the
product at a low price, offering a premium, or letting consumers tried out. This is where
consumers make a move to actually search out information or purchase.

20. STRENGTHENING ATTITUDE AS AN ADVERTISING
OBJECTIVE
All these communication models are centered on the three stages of the buying behaviour of
consumers.
The three stages are:
Cognitive Stage
The cognitive component deals with cognition, or knowledge; it is the power of knowing,
perceiving or conceiving ideas about the product. It is dealing with the basic information that
a consumer needs to know. A customer needs to be exposed to the product and understand its
usage before he actually purchases it.
Affective Stage
The effective component deals with the affections/emotions. For example, feelings of likes
or dislike towards objects are dealt on the effective plane. It is at this stage that the consumer
will either have preference or liking towards the product or he will develop a dislike. This
stage shows his attitude towards the product, whether he is for or against the product.
Behaviour Stage
This is the stage when the consumer, after having the knowledge and developing the liking or
disliking towards the product, will ultimately lead into a purchase of the product or rejection
of the product. He would first try the product and develop loyalty towards it or he is
completely convinced that the product is good and would purchase the product.
Attitude is the central theme in advertising management
What is attitude?
Attitudes are usually defined as a disposition or tendency to
respond positively or negatively towards a certain thing (idea, The Three Stages
object, person, and situation). They encompass, or are closely
Cognitive
related to, our opinions and beliefs and are based upon our Realm of thoughts.
Ads provide information and facts.
experiences. Since attitudes often relate in some way to
interaction with others, they represent an important link Affective
Realm of emotions.
between cognitive and social psychology. Ads change attitudes and feelings
Behaviour
Realm of motives.
Ads stimulate or direct desires.

21. Attitude changed, main concern of communicators
Attitude changed on the part of the target audience is the main concern of marketing
communicators. People normally resist change and dislike someone trying to influence the
attitudes, especially when those attitudes are strongly held and cherished by them. Still,
attitude changes do take place perennially, because attitudes are not static. The advertising
communicators know that attitudes are permeable and maneuverable through appropriate
means. He does not venture to bluntly attack the strong held attitudes of its target audience.
Instead his attempts are a persuasive process of communication, the process sometimes
lasting for years, spread probably over several campaigns. But the fact remains that his job is
audience persuasion, i.e. shaping the attitude of the audience in his favour. And the
advertising message is his tool.
How is attitude linked to advertising?
Attitude is a very personal issue. Each individual’s attitude is different from others. When a
product is introduced, the company needs to understand its target audience. The company
needs to understand the attitude of the target audience towards its brand. If this attitude is
negative, the company first needs to build a positive attitude towards its brand. Once the
attitude is favourable toward the product, the company needs to strengthen it and make its
audience brand loyal.

22. PRODUCT LIFE CYCLE AND ITS IMPLICATIONS IN ADVERTISING
for ads for different products will vary according to the position of the product category in the
product life cycle.
INTRODUCTION GROWTH MATURITY DECLINE
MARKETING Create product Maximise Maximise Reduce
OBJECTIVES awareness and trial. market share. profit while expenditure
defending and milk the
market share. brand.
ADVERTISING Build product Build Stress brand Reduce to
STRATEGY awareness among awareness differences level needed
early adopters and and interest and benefits. to retain hard-
dealers. in the mass core loyals.
market.
DESIGNING THE AD

23. Art refers to a system of principles that guides us in creating beauty. In advertising, art
shapes the message into a complete communication that appeal to the senses as well as the
mind. So art refers to the whole presentation- visual, verbal and aural- of the ad.
The term design refers to how the art director and graphic artist conceptually choose and
structure the artistic elements that make up an ad’s appearance or set its tone.
A layout is an overall orderly arrangement of all the format elements of an ad- headline,
subheads, visual, copy, captions, trademarks, slogans and signature. A layout gives a physical
presentation (look and feel) of what the ad will look like. It helps the creative team to
develop the ad’s psychological elements- the nonverbal and symbolic components. It serves
as a blueprint once the best design is chosen.
There are two phases in the design process for advertising (print, television). In the
conceptual phase, the designer uses thumbnails, roughs, dummies, and comprehensives- in
other words, non final art - to establish the ad’s look and feel. In the pre press or production
art phase, the artist prepares a mechanical – the final artwork with the actual type in place
along with all the visuals the publisher or printer will need to reproduce or print the ad.
• Thumbnail sketches
It is a small, very rough, rapidly produced drawing used to try out ideas. The artist
uses it to visualize a number of layout approaches without wasting time on
details; the best sketches are then developed further.
• Rough layout
Here, the artist draws to the actual size of the ad. Headlines and subheads suggest
the final type style, illustrations and photographs are sketched in, and body copy
is simulated with lines. Roughs are presented to clients- particularly cost
conscious ones.
• Comprehensive:
It is generally quite elaborated with colored photos, sub visuals, a glossy spray
coat etc.
• Dummy
It is a form of rough design used to present the hand held feel of brochures, multi
page materials, or point of purchase displays.
Thumbnails / Rough Layouts

24. The elements, faces, figures, groups, products, and places, must be well composed. Thus,
these elements must have balance, proportion, perspective, contrast, and gaze motion.
Various terms
The optical center of a layout is the balance point always vertically centered and slightly
above horizontal center of the layout around which element “weights” are placed. It is the
focal point for the arrangement of art and copy elements in an ad.
Balance in visualization is concerned with visual weight. Large elements of copy and art
weigh more than small units; black is heavier than gray; certain colours have more weight
than others; asymmetrical outweigh symmetrical ones; even white space has weight.
A layout can be formally or informally balanced. Formal balance is placing of the elements
symmetrically with the left side the same as the right side. Informal balance places the
elements in balance around the optical center asymmetrically but “equally” by considering
their size, shape and “visual weight”.
Proportion deals with size relationships. Certain unequal proportions of size to size are more
exciting to the eye than are regular and predictable ones. The idea visualizer should
experiment with different divisions of white space as well as the proportional relationships of
the elements to the white space.
Perspective deals with relationships that involve distance. It is a way o creating the illusion
of moving into the distance. The visual illusion of distance is created by making objects
smaller as they move away. Shapes can be made to look three-dimensional by the use of
overlapping lines and converging lines.
Contrast is the factor that provides emphasis and attention to various elements of the layout
by rearranging and comparing their different intensities, proportions, and perspective.
Contrast enables you to provide a unit of dominant interest – an optical focal point which
needs attention.
Gaze motion considers the layout arrangement of copy and art elements designed to lead the
eye through the message of any advertisement. Certain motions are more dynamic and rapid,
leading the eye differently and at a rate different from the more static and organized layout.
The idea visualiser should decide which suits the message best.
There are several basic formats and compositions of layout that can get you started.

25. 1. The big picture uses a dominant visual in a formal balance with headline and body
copy below. It is simple and direct and can be used for almost any kind of
verbal/visual concept.
2. The big copy layout may have visuals, but they are supplemental to the body copy.
An alternative use of the big copy layout is to make the type and typographical style
so dramatic and appealing that they function as the visuals.
3. The omnibus layout uses many visuals in spatially divided sections each with its
own headline and copy. The individual spaces are separated by a variety of visual and
graphic devices.
4. The mortise layout either uses copy or visuals to form a border or frame, around the
other. It is formal in nature but the verbal visual content can create the dynamics.
5. The free-form layout combines copy and visuals into irregularly aligned or
superimposed relationships using combinations of each to cause perspectives and
interesting divisions of white space. This provides dynamic movements and gaze
motion through the elements of the advertisement.
6. The scatter layout abounds with many different movements, and while it may seem
undisciplined and brash, it is produced from an organized plan designed to present a
readable message.
7. The continuity strip uses many more elements of headline, text, and visuals than the
average type of layout. It resembles a film or comic strip and is utilized for narrative
messages, demonstrations of a process, or assortments of merchandise.

26. Implications for Marketing Strategy
The following table shows how the components of attitude are focused on by marketers using
various models to bring about a favourable change in customer attitude towards a
brand/product.
MODELS
AIDA MODEL HIERARCHY INNOVATION PERSUAION
STAGES
OF EFFECTS ADOPTION MATRIX
MODEL
PRESENTATION
AWARENESS AWARENESS
COGNITIVE ATTENTION ATTENTION
KNOWLEDGE INTEREST
COMPREHENSION
LIKING YIELDING
INTEREST
AFFECTIVE PREFERENCE EVALUATION RETENTION
DESIRE
CONVICTION
TRIAL
BEHAVIORAL ACTION PURCHASE BEHAVIOUR
ADOPTION
When marketers use the traditional models to create or change attitudes, they use the various
components as follows:
• At the cognitive level with information.
• At the affective level with emotionally toned messages
• At the behavioral level with incentives (samples, coupons, rebates)
McGUIRES’ PERSUASION MATRIX
Advertising is persuasive communication designed to create behavioral or attitudinal
changes, usually culminating in the form of a purchase. When changing attitudes through
advertising, there are many factors to consider. One must choose a source that is attractive
to the target audience, a message that will break through the clutter, and a channel that
will maximize comprehension.
Advertisers keep the persuasion matrix in mind to persuade the customers to purchase
products they advertise. This matrix brings together multiple elements to be considered in the
construction and evaluation of persuasive messages. McGuire has provided a complete how-

27. to guide for the creation of persuasive messages aimed at inducing an attitude change and/or
a purchase action. In this time of measuring advertising not just by sales but through brand
preference and loyalty, a method of connecting with customers on many levels, such as this,
is crucial.
The matrix consists of dependent and independent variables. The dependent variables are the
elements that finally lead to persuasion. These elements are addressed using the independent
variables (communication components) as shown in the figure above. The five classes
include source; message; channel (medium); receiver (audience); and destination (response
target). Destination has to do with the type of target behavior desired. What is extent of the
behavior desired? What is it that we really want people to do? How can we get them to do it?
What messages (verbal and visual) will resonate with the intended audience and help them to
perform the desired behavior?
The dependent variables can be explained as:

28. 1. Message presentation
This includes deciding what information to give the audience, how to give it and
through what medium.
2. Attention
Even with exposure to message, attention is not guaranteed. In this world of sensory
overload, it is necessary for the human mind to accept only a small portion of the
deluge of information it receives. Selective perception helps the mind bring
information into manageable portions. This involves attracting the attention of the
target audience i.e. the source and message elements come into play.
3. Comprehension
The step in the attitude change process requires the receiver to grasp the full meaning
and implications of the message. It must not only be heard, but also understood and
contemplated.
4. Agreement/ yielding
After comprehension, an opinion must arise about the believability and validity of the
persuasive message. Agreement with the message can be influenced by a number of
factors, both internal (such as previously held beliefs) and external (the perception of
the source as being credible or the type of appeal used, for examples). Retention
Remembering the accepted information is the fifth step in the process. A substantial
amount of time may pass between the conveyance of the message and the actual
moment a purchase decision is made, as in the grocery or department store. The
placement of this information into memory does not mean that it is not susceptible to
decay. Delayed processing also affects the storage and reprocessing of information.
5. Behaviour
This step is especially important to those measuring advertising's effectiveness through
increased sales. Behaviour here means the actual process of purchase. Despite the fact that
an individual alone can experience the entire process as he or she goes through it, research
has shown that actions do not necessarily follow attitudes. In other words, people often don't
know why they do the things they do That is why further investigation into attitude change is
necessary.

29. THE CONCEPT OF ADVERTISING MEDIA
The range of advertising media is so wide that it is not possible to attempt a definition other
than in the broadest terms. An advertising medium is any means by which an advertiser may
decide to spend the money he has allocated to advertising.
IMPORTANCE OF MEDIA IN ADVERTISING
Effective advertising refers to informing the public about the right product at the right time
through the right medium. Conveying a right message through a wrong medium at the wrong
time would definitely a waste of resources. For e.g. cigarette advertising. The target market
for this is man in the age group of 25-60 years. The advertiser would consider placing ads in
magazine having a predominantly male readership. Advertising in magazines having a
predominantly female readership would be mostly wasteful for this product. It may be true
that rarely does any magazine have a 100 % male readership. Therefore, the right media
selection is the crux of the success of the entire advertising campaign.
The effectiveness of a well-designed advertising message depends upon “when” &”where” it
is realized. There are “time” &”place” decisions. In short we may say that the success of
advertising depends upon the right selection of media, the timely release of the advertisement
message, its frequency and continuity, and the place of its release.
TYPES OF MEDIA
The media are classified into two categories:
 Above-the-line media : press, TV, outdoor, posters, cinema and radio. The
recognized agencies get commission from these media.
 Below the line media: those who do not give commission to the ad agency.
Examples are direct mail, exhibitions and sales literature.
MEDIA CLASSES/VEHICLES
PRINT MEDIA
Advertising in the print media is the oldest and largest in terms of advertising billing. More
than 50% of the space is devoted to the print ads. The print media has two sources of income:
 Circulation and subscription and
 Advertising revenue.

30. Newspapers
There are several types of newspapers:
- Daily
- Weekly
- Special interest
- Evening, etc.
Newspapers can also be classified as regional, local, national, etc.
Each newspaper has its target audience. For example ECONOMIC TIMES targets
businessmen and the student community, INDIAN EXPRESS targets people who want
quality news, MID-DAY targets people with funky attitude, etc.The marketers need to
identify various target audiences and then use it as a medium of communication.
Magazines
Most magazines are weekly or fortnightly or monthly. They are in many ways different from
newspapers. The major difference being the class of people catered to. While newspapers
cater to the mass, magazines have a niche audience. For example TOINS is circulated to 10
lakh people daily, while a magazine like BUSINESS WORLD has an audience that has
interest in knowing about the current business happenings. A newspaper is read daily or on
the day it appears while the magazine is read over a long period of time.
ELECTRONIC MEDIA
Television:
Television was introduced in India on September 15, 1959. Previously only Delhi had TV
transmission center but later the centers spread across India. Now a days more and more
companies prefer to advertise on television because it creates a visual appeal and also
television enables demonstrative effect. It is because of television that the MNCs have been

31. successful. After LPG the reach of television has increased tremendously. It has changed the
way the rural people perceive things. The rural people have also started using the new tech
products and this has really led to the growth in the GDP.
Radio
Till recently, the importance of radio was not realized in a country like India. In fact Radio as
a medium has far greater importance than TV. It is the “real” mass medium. Radio is very
easy to use and does not require technical abilities. It is the least cost form of communication.
Radio was the medium that helped in spreading the messages of various freedom fighters
during independence. 90% of the rural India has access to Radio.
OUTDOOR AND TRANSIT MEDIA
Outdoor advertising is the oldest form of advertising. The modern outdoor media include
outdoor advertising in several form such as posters, billboards, hoarding, roadside signs,
highway advertising; and transit advertising placed on vehicles and rail, bus and air
terminals.
Advantages of outdoor media:
• The outdoor offers long life.
• It offers geographic selectivity. The marketer can vary the ad message according to the
particular segment of the market. The ads can be local, regional, national and even
international.
• The advertiser can incorporate the names and addresses of his local dealers or agents at
the bottom of the poster. These dealer imprint strips are called snipes.
• The outdoor ads offer impact. Shoppers are exposed to last minute reminder by the stores
when they drive down the lane where the store is located. Since the display is huge it
creates an impact on the prospective consumer. SHOPPERS STOP generally follows this
type of advertising.
• Outdoor ad allows displaying the slogan, product name and logo properly which are an
integral part of the product.
•

32. Disadvantages of outdoor media:
• Outdoor advertising when employed on a national basis proves to be expensive.
• Outdoor advertising is not selective in the sense that once the outdoor ad is put it is seen
even by people who are not the target audience.
Blind spot is the most dangerous thing marketer’s fear. The term is used to refer to a
campaign that is sustained for a long time. The audience gets bored seeing at the same
hoardings.
Advantages of transit advertising:
• Low cost medium.
• It offers a sure exposure and repetitiveness
• Reaches a large population
Disadvantages:
• Cannot reach the rich urbanites who move about in their own automobiles.
Direct marketing, cinema and miscellaneous media
Direct marketing is defined as any activity whereby you reach your prospect or customer
directly as an individual – or they respond to you directly.
Advertising can initiate a sale but it is only through DM that the sale is finally made. DM
also helps in maintaining customer relationships.
One time communication does not built a relationship. We have to get married to our
customers. This is possible largely due to DM. DM is affordable only when the margins in
the business can afford the cost of sustained contact. DM helps in long term.
There is a huge opportunity for DM in India. DM may exploit new technologies like E-mail,
TV, etc. For DM to be successful the customer database has to be really good. The
pharmaceutical industry is most acquainted with this type of marketing.
Cinema advertising is when the ads are shown in the movie theatres before the start of the
movie, interval and at the end.
The following are the merits of cinema advertising:

33. • Cinema ensures captive audience: The people coming into cinema halls come with their
own wish and their enthusiasm to see a movie is very high. They are very engrossed into
the screen as soon as they arrive.
• Cinema is ideal media for niche marketing: The advertiser reaches the audience of his
choice.
• Economical: the cost is very negligible.
Miscellaneous media:
Video and cable TV, Point of Purchase advertising, window display, trade shows, exhibitions
and fairs, etc.
INNOVATIVE MEDIA
Innovative media focuses on alternative platforms of advertising which open up new
avenues for advertisers. As technological breakthroughs facilitate better modes of
communication, the emergence of new media have enhanced reach on several levels. The
result is new advertising vehicles which are wider in reach, specific in targeting and most of
all lower in cost.
Voice Reach :
Voice Reach advertising is an exciting new medium for advertisers which enables them to
broadcast audio messages to a precisely defined target audience. The idea behind this service
is simple and powerful. It allows people to communicate with each other within and across
cities, at the cost of a local telephone call. How it works is as follows. A person in Mumbai
can call up a local number and leave a message for his friend, relative or business associate in
Mumbai and Delhi. The system will deliver the message to the recipient's mailbox or voice
box, which can be accessed by calling a local number in Delhi. Thus, it provides the
convenience of listening to a familiar voice, which otherwise is a rare occasion and
expensive. It is cheaper than long distance calling, more convenient than e-mail and requires
no knowledge of the Internet or PC. To hear/access the messages posted in their inbox, users
have to hear a commercial announcement. These announcements are targeted according to
the profile submitted by users at the time of registration. This service is not just convenient,

34. but also completely free. Moreover, all the technology required to use this service is a
telephone. All these factors promise to make the Voice Reach service immensely popular.
Advertising & Promotions
Voice Reach is undoubtedly an advertising platform with massive potential. As expected, this
enormously valuable service is drawing users across all ages, occupations, socio economic
classes and geographical areas of India. Advertisers, in effect, not only have an ever-growing
user base to target, they also have the advantage of reaching out to their specific target group.
Voice Reach advertising promises:
o Better one-to-one marketing capabilities than the Internet
o Guaranteed ad consumption : The advertisement comes before a user hears or
sends messages
o Target-based advertising
o Interactive Advertising
Commercial announcements are just the beginning of a strong line-up of services which
Voice Reach offers.
Customized Promotions & Contests
Everybody runs contests. But are these contests really effective? How many people do they
reach? How many people respond? How many people actually remember to fill up a
postcard, or send a fax (if they can), or remember to send an e-mail. The fact is - very few do.
Geography is no longer a limiting factor, your audience can now be an active part of your
contests just by dialing a local number. Make your television programs more interactive, let
your viewers talk to you. Your viewers, anywhere in India, can call a local number and leave
a message for you. These messages in turn will be delivered at your doorstep. A very
valuable service for any broadcaster on television or radio.
Voice Reach, thus, is the perfect medium to carry messages from the viewer to the
broadcaster, enabling your audience to enter your contests with a simple phone call.
Highlights
o Customised contests - National Participation through local calls.
o Making TV shows more interactive
o Messages transferred over a local telephone could be -
• Requests

35. • Feedback
• Queries
• Opinion polls
The Vidiwall:
The Vidiwall is an intensely captivating advertising medium which truly represents the best
of today's technology. The Vidiwall is essentially a mega screen capable of broadcasting high
quality audio-visuals, banners, logos & slides of stunning size, resolution and picture quality.
Placed at Mumbai's premier shopping plaza, Crossroads, the Vidiwall is fast being
recognized as a medium that grabs attention like nothing else. Vidiwalls, a trademarked
Philips solution, have been adapted for dedicated Point-Of-Sale and Point-Of-Information
usage. Known to have a tremendous impact on people, the Vidwall is a highly effective tool
to maximise brand recall.
INNOVATIVE RURAL MEDIA
In addition to the conventional media vehicles, a lot of innovative mediums are used in rural
advertising and marketing. Some of the most striking ones are:
Puppetry
Puppetry is the indigenous theatre of India. From time immortal it has been the most popular
form and well-appreciated form of entertainment available to the village people. It is an
inexpensive activity. The manipulator uses the puppets as a medium to express and
communicate ideas, values and social messages.
Life Insurance Corporation of India used puppets to educate rural masses about Life
Insurance; enlisting the help of the literacy house in Luck now. These plays were shown to
the audience in villages in UP, Bihar, & MP. The number of inquires at local Life Insurance
Companies during the period immediately following the performance was compared with
normal frequency and found to be considerable higher. The field staff of the corporation also
reported a definite impact on the business.
Folk Theater
Folk theaters are mainly short and rhythmic in form. The simple tunes help in informing and
educating the people in informal and interesting manner. It has been used as an effective
medium for social protest against injustice, exploitation and oppression.

36. Government has used this media for popularizing improved variety of seeds, agricultural
implements, fertilizer etc. Punjab Agricultural University produced Two Audio Cassettes.
A) Balliye Kanak Biye - Wheat Cultivation.
B) Khiran Kepah Narme - Cotton Cultivation.
Both were well received by farmers.
BBLIL used Magician quite effectively for launch of Kadak Chhap Tea in Etawah.
Demonstration:
"Direct Contact" is a face-to-face relationship with people individually and with groups such
as the Panchayats and other village groups. Such contact helps in arousing the villager's
interest in their own problem and motivating them towards self-development.
Demonstration may be
A. i. Method demonstration
ii. Result demonstration
B. i. Simple Demonstration
ii. Composite Demonstration
In result demonstration, help of audio -visual media can add value. Asian Paints launched
Utsav range by painting Mukhiya's house or Post office to demonstrate that paint does not
peel off.
Wall Paintings
Wall Paintings are an effective and economical medium for advertising in rural areas. They
are silent unlike traditional theatre .A speech or film comes to an end, but wall painting stays
as long as the weather allows it to.
Retailer normally welcomes paintings of their shops, walls, and name boards. Since it makes
the shop look cleaner and better. Their shops look alluring and stand out among other outlets.
Besides rural households shopkeepers and panchayats do not except any payment, for their
wall to be painted with product messages. To get one's wall painted with the product
messages is seemed as a status symbol. The greatest advantage of the medium is the power of
the picture completed with its local touch. The images used have a strong emotional
association with the surrounding, a feet impossible for even a moving visual medium like
television, which must use general image to cater to greatest number of viewers.

37. Advertising agency:
An advertising agency is an independent organization that provides one or more specialized
advertising and promotion related services to assist companies in developing, preparing and
executing their advertising and other promotional programmes.
Its acts as a consultant to its client, the advertiser, in formulating the advertising plans and
translating them into advertising campaigns. It is the media, which provides basic sustenance
to the advertising agency by allowing 15% commission (as in India) on the billing of
advertisers. The system obviously has its origin in free-market operations arising from
competition within the media. There are a number of reasons for having an advertising
agency, which has resulted in the growth of the advertising profession and business.
 An advertising agency will be in a position to take an objective view of the advertiser’s plans
and proposals and thus venture to put forward its opinions and comments.
 The type of training and talent that is required for conceiving and executing advertising is
likely to be available with an advertising agency.
 An advertising agency will have regular contacts with various support systems required for
the production of advertising material. A major advantage of the agency is its regular dealing
with the media and the expertise it develops in the process.
 It can performance is specially relevant to those advertisers who may not have the necessary
expertise in the use of advertising.
A potential advertiser will need to formulate and analyse his marketing plans in order to
examine the potential contribution of advertising from amongst the relevant marketing
inputs. In case of doubt concerning the decision of whether to advertise or not, an agency
may be asked to render advice. If the decision is in favour of advertising, the services of an
advertising agency will be required.

38. Location of Agency Office
A major consideration in the choice of an advertising agency, particularly in a country like
India, is the location of the office of the agency. A considerable amount of communication,
including personal meetings, is required at various stages of decision making in the
development of advertising plans and material. Therefore, it becomes rather essential for the
potential advertiser to have ready access to the agency and preferably one, which has an
office in the same town or city. Some agencies allow a certain periodicity of visits to their
clients as a part of their normal service. This arrangement is convenient and also economical
in terms of time and expenses for the agency, as long as it is in the same location as that of
the client.
O R G A N IS A T IO N C H A R T
B O A R D O F D IR E C T O R S
M A N A G IN G D IR E C T O R
C L IE N T S E R V IC E S D I R E C T O R F IN A N C E /A C C O U N T S BRANCHES C R E A T I V E D IR E C T O R S E C R E T A R IA L / L E G A L P E R S O N N E L
M E D IA
GROUPS A U D IO V IS U A L LANG UAG E S T U D IO P R O D U C T IO N
GROUPS RESEARCH
Levers - Lintas (previously)
RAMMS INDIA Pvt. Ltd.an agency in Andheri

39. Graph classifying the relation of profits to advertising expenditures:
The following graph speaks about the expenses incurred

41. CONCLUSION
"Advertising is a splendid device for helping to keep the money going round in a free
enterprise society. The product is made ,then advertise and then people buy it.
The greater proportion of all sales comes about because advertising has influenced the
buyers. A lesser proportion of sales come about via word of mouth or because the product
happens to be in the same place as the buyer at the point of sale - when he feels the impulse
to buy.
So advertising plays a very important part in shifting of product.
The basic standard ad contains the following elements:
1. The headline: This features the main product benefit.
2. The illustration: This demonstrates the product in relation to the headline benefit
3. The body copy: An opening paragraph enlarging on this benefit. To communicate a
message in the smallest space, via the least number of words, in the shortest possible
time.
4. Further paragraphs of facts to support the benefit claim
5. Penultimate paragraph warning the reader of what he will miss if he doesn't buy the
product.
6. Final paragraph as a call to action. (Get in touch right away)
7. The company logo: A symbolic device whose function is to give immediate identity
to the company
8. Tag line: A phrase designed to leave the reader with a comfortable impression of the
company

42. Bibliography
 Advertising Management - Manendra Mohan
 Business Today