Roll No.

521148168

MK0016
Q.1 Ans. Describe the type of Advertising copy. Advertising is conveying of messages, informations and ideas. These can be communicated either through words or music, pictures, photographs and trailers (visual clipping). It is a creative art form which has to be planned and created in a systematic manner. Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. It could be said that cave paintings in some way represented the first forms of advertising, although the earliest recognized version of what we know as advertising was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that advertising was commonplace. However, today the advertiser has a vast array of choices. The Internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more. Fortunately, every single tactic available to the advertiser falls into one of the following buckets. Although a few of these are relatively new to the field, most go way back to the very beginnings of modern advertising.

Print Advertising
If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.

Guerrilla Advertising
Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.

Broadcast Advertising
A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.

Outdoor Advertising
Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.

Public Service Advertising

Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.

Product Placement Advertising

In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.

Cell Phone & Mobile Advertising

A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.

Online Advertising (aka Digital)

If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet. Q.2 Ans. Discuss the innovative use of media in rural areas. The means or channels of communication, especially technological ones; mass media include those aimed at a more widespread audience, typically providing information, news, entertainment, and persuasive messages. More commonly, the media refer to television, radio, newspapers, and magazines, andincreasinglyinteractive computer channels and portable personal devices such as cellular phones. Rural areas tend to be less well served by mass media, largely for economic reasons. Social influences of media appear to vary by the context Today, Rural India is the buzzword for marketers. Organisations are shifting their focus towards this huge and largely untapped market. But the problem for them is in reaching out to this huge magnitude of the rural masses with varied social, cultural backgrounds and speaking a few hundred dialects. Media Penetration and the need gap in rural India The growth in conventional media has been quite significant; however, it has not been substantial. Rural India consists of about 127 million households of which only 54% comes in contact with any of the conventional media, like press, TV, satellite, radio or cinema. That means roughly 238 million are waiting to be tapped by the conventional media. No wonder, rural India is a marketer and advertisers El Dorado. It should be acknowledged that different media mix is needed to convey messages to rural consumers. There is a need to understand what appeals to urban customers may not be appropriate for their rural counterparts owing to their different lifestyle. The entire communication and also the vehicles for the communicated message thus have to be different. It has been noticed that belowthe-line communication like alternative and innovative ways of communication played a key role in building reassurance and trust, and so it is vital. Changing attitude of the rural consumers: Rural consumerism Due to the increase in literacy rates and the penetration of conventional media, the perception and attitude of the rural consumer is changing, moving towards proper consumerism. Not only this, attitude and consumption habits of rural consumers are also changing and becoming more modern in an urban sense. A hypothesis: to tap the untapped and measure the effects If the Indian advertising industry is to tap rural India, it has to be firmly grounded in rural perception, values and traditions. It has to draw itself in local colours and modes of communication to make it relevant to the rural masses. It has to gain the trust of the masses by undercutting existing dependency on conventional advertisement on one hand and deceptive and manipulative claims on the other. This should be done with different innovative strategies that should be carried out within the framework of 4-R s, that is, Relevance Reliability Reach Reincarnate innovation

Q.3 Ans.

We strongly believe that any media vehicle or advertisement in rural India will be successful in terms of influencing people only if those advertisements are able to ensure all of the 4-Rs. Now, for different categories of product, the weights of different Rs should be different, i.e., say, for some category, Relevance may have more impact than Reliability or Reincarnating innovation. However, in some other case, it will be the other way round. This effect will be seen more in rural areas due to lack of information and clarity of the source of the information. Broad strategies of rural advertising The prevalent ways of advertising in rural areas through different existing media and all the alternative and innovative media broadly revolve around three strategies, namely, Influencer strategy Participatory strategy Show-and-tell strategy Influencer strategy: The role of the influencer or influencing communication cannot be ignored as far as rural India is concerned. The advertisements that revolve around this very strategy actually depend on the influence of different influential people and/or events in the villages to put across the message powerfully with more effect and purchase intention. An example of this kind of advertisement may be brand endorsement by any influential person in the village like the Mukhiya or the school master. Participatory strategy: Events like different festivals and different games and sports competitions actually have a high participation level in the rural India as other sources of entertainment are very less in those areas. So, these events and shows offer great opportunity to reach rural India cost effectively. Different brands sponsor different events and shows in rural villages which is actually a cost-effective way to advertise with the participatory strategy. Show-n-tell strategy: Many brands are venturing into different ways to educate their rural consumers about their brands and their usage through different shows and events. This kind of initiatives actually create huge awareness about the brand among the interested people in the rural India. Different health related advertisements like Polio awareness and AIDS awareness programmes involve a show-n-tell strategy of advertising. Briefly discuss about advertising objectives. As the owner of a small business, you probably don't have the luxury of a large advertising budget. To make the most of your limited advertising dollars, you need to establish clear advertising objectives and make use of low-cost but effective advertising strategies. A number of possible objectives and strategies may be suitable for your business. Demonstrating a Product One advertising objective is to demonstrate the effectiveness of a product or its ease of use. A common example is the "before and after" technique, which shows how well a product cleans, improves appearances or enhances quality of life Functions of advertising 1. To differentiate the product from their competitors 2. To communicate product information 3. To urge product used 4. To expand the product distribution 5. Too increase brand preference and loyalty 6. To reduce overall sales cost 7. Creates new demands 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.

Q.4 Ans.

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. 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: 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' 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. 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. 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. Describe the tools and techniques of sales promotion in brief. Sales Promotion Tools and Techniques Anyone who is an entrepreneur needs to know that they must use advertising and promotions to be successful. If you are trying to start-up a business or already own a business, it is vitally important that you start with a good marketing strategy and use continuous marketing even after getting established. Promoting specific sales is truly important if you want to ensure that your company or business remains successful for many years and continues to grow and expand. Sales get consumers excited and bring them in the door, during times when they may not have even considered shopping or coming into your office. If you run sales, you need to promote them properly in order to get the word out to your target audience. This sounds easy enough, but many entrepreneurs and companies fail at their sales promotions, leading to a lack of customers. When you offer a deeply discounted sale, your hope is that the amount of people that purchase will offset the discount that you are offering. If you only get a few people that take advantage of the sale, you might lose money. This is why specific sales promotion tools and techniques are essential. Who are Sales Promotions For?

Sales promotions are for any type of consumer that has a need for your business or services. This means the consumer that you want to attract to your business or services with your sales promotion can either be an individual consumer or a business consumer. This is important to note because no matter what type of consumer you rely on, you will want to target them with sales promotions. Your specific sales promotions can be directed at clients, employees, customers, sales people, wholesalers, other businesses and companies, or retailers. Promotions that you intend to target at individual consumers are called consumer promotions, and those that are targeted at wholesalers, retailers, etc. have been coined as trade promotions.

What are Effective Sales Promotion Tools and Techniques? In order to use correct sales promotion tools and techniques, you must first understand that these are different from promotion tools and techniques. Sales promotions are programs that provide specific incentives in order to encourage prospects to make a purchase. In contrast, standard promotions are usually an event or staged program that is designed to capture attention and to lure consumers to a store or office. These are not necessarily tied to direct purchase. So, in the case of a sales promotion, you are attempting to entice prospects to make a direct purchase from you. For example, if you own a furniture store and want to make a direct sale of a specific brand of couch, then you might offer an in-store sales promotion where the specific brand of couch is offered at a discounted price. The number one sales promotion tool and technique is to provide added value or special incentives to your targeted audience in order to generate an immediate sale. Such promotions can include buy one, get one free deals, half off certain purchases with the purchase of a related item, and so on. Use these sales promotions tools and techniques to generate revenue and form lasting relationships with consumers.

Tools of Sales Promotion

Various tools are used in conjunction with sales promotions. Sales promotions are short-term marketing techniques used by a manufacturer for a specific purpose, like increasing market share or to encourage sales during off-peak periods. Sales promotions are often one component in an advertising or marketing campaign. A variety of sales promotion tools are available, such as price reductions, product giveaways and special trial periods.

Free Samples
Free samples are a no-risk way for a customer to try a new product before making a buying decision. A common method used by manufacturers is to send a small package of a new laundry detergent to households via postal mail. The manufacturer typically includes coupons as a way to encourage purchases in the future.

Promotional Periods
A promotional period allows a customer to use a product for free for a specified period of time, such as 30 days. Television infomercials use promotional or guarantee periods as an inducement to purchase a product. If the buyer takes no action to cancel the purchase or return the product during the promotional period, the customer is billed automatically or a charge is made to her credit card.

Point of Purchase Displays

Point of purchase displays is used in retail stores to catch the attention of a shopper. The selected products may be sale items but may also be seasonal or high-demand merchandise. The displays are built in a prominent location such as on an aisle end or at the front of the store near the entrance. The store may also place signs at the product's normal shelf locations.

Sales

A sale is a reduction in the price of a product for a specified period of time. Sales are used by manufacturers to gain new users or to increase market share. They also generate traffic in a retail establishment. Sales can result in off-season purchases that normally would not occur, such as a hardware store offering snow blowers at 50 percent off in the middle of summer.

Rebates and Coupons

Rebates provide customers with a return of their purchase price, such as when a cell phone manufacturer offers a mail-in rebate for the purchase of a new phone. Coupons provide a reduction in the price of a product and are applied during the sales transaction. Coupons can be found in newspaper supplements or even on product packages. What is a full service agency? What are specialist agencies ? Why are they needed ? An advertising agency or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients Full-service agencies may offer a complete solution, but a specialist will have the expertise. So who do you hire, "If the only tool that you have is a hammer, the solution to every problem is banging on a nail." That's the view of Mike Teasdale, planning director of Harvest, a full-service digital advertising and marketing agency. His point is a simple one. Agencies that cover off a broad range of services are ideally placed to deliver fully integrated campaigns. Specialist agencies, on the other hand, tend to focus on their own particular disciplines, rather than looking at the bigger picture. Not everyone would agree. An argument that is often used against full-service players is that while they go wide they don't necessarily go deep. Yes, they might be able to tick all the digital boxes, from banner campaigns through to email, search and affiliate schemes, but there is no guarantee that they will be equally skilled across all the disciplines listed in their portfolios. "I have yet to come across a truly integrated agency," says Ross Sleight, strategy director of Virgin Games. "They all have areas where they are weak. For that reason, we tend to work with specialist agencies. You have to do more legwork to ensure that your suppliers are delivering on a single strategy - but using specialists works better for us." And yet the trend over the past few years has been towards the creation of agencies that offer increasingly comprehensive service portfolios - and not just in the digital arena. Juliet Blackburn is head of digital at AAR, the consultancy that advises companies on choosing the agencies that are best placed to deliver on their objectives. Over the past few years, she has seen an increasing number of traditional creative agencies ramping up their digital activities in response to the growing importance of online marketing.

Q.5 Ans.

"The ad agencies are anxious to maintain their client relationships and play a continuing role in brand engagement," she says. Meanwhile, in the reverse direction, digital agencies have been attempting to push into offline territory, a trend recently highlighted by Glue's pitch for Eurostar's above-the-line advertising budget. The case for full service Perhaps the first question to ask is whether full-service agencies can deliver the goods across the increasingly a broad range of functions. Alison Meadows, managing director of Ware Anthony Rust (WAR), says the answer to that question is yes. With a client list that includes Asda, Lloyds TSB Agricultural, Sainsbury and Smith & Nephew, WAR's range of services covers PR, television and radio advertising, DM and digital marketing. "We have digital specialists in-house," says Meadows. "If someone wants, say, some viral work done as part of a campaign, we have the specialists who can do that." And according to Meadows, provided the skills are in place, working with a single supplier offers some very real advantages. "The client has just one agency to interface with," she says. "That ensures that the components of the campaign will be strategically and tactically joined up. The campaign will be coordinated, with everything happening at the right time." From the perspective of full-service digital agency, Teasdale also advocates a holistic approach. Indeed, he argues that even if a company is using a number of agencies to handle the various components of a campaign, it make sense to use suppliers who have a 360-degree view of the market. "Most of our clients don't do everything with us," he says. "But what we can do is provide advice on all aspects of the campaign - we can talk through the options for the various elements. That's not something that specialist players can necessarily do. They don't always see the bigger picture."

Specialized agencies
These agencies specialized in a particular activity of the whole communication process. They may specialize in certain functions (copy, art, media), audiences (minority youth)or industries (health, computers) or in a marketing communication area (direct marketing, sales promotion, public relation). These type of agencies may serve one client only.

Advertising agencies provide the following service types

Advertising Design The agency writes and creates the ideas that will be used in the advertising. They will decide on the messages that advertising should send out and decide on branding that will be used throughout the advertising campaign. This may include colour schemes, logos and strap lines. Advertising Audience The agency advises the organisation about who to target the advertising at. It is difficult to create advertising that appeals to everyone as consumer needs and wants will differ depending on age, background, culture, gender, marital status etc. To find out more about deciding who to target products at click on the following link segmentation. Advertising Production The agency turns the advertising design ideas into advertisements (adverts) for television, radio, newspapers and magazines. If the organisation has decided to buy sponsorship, the agency will produce sponsorship adverts.

Advertising After production the adverts are ready to be shown to the public. There are Channel Purchases different ways to advertise but most of these channels (methods) cost money. Advertising agencies will buy media (or advertising channel) space on behalf of clients. Advertising media or channels include television, radio, billboards, internet, newspapers, magazines, roundabouts and stadiums. Organisations need to manage their relationships with the media carefully. Just as positive press coverage can increase sales negative news reports can damage a business reputation. Businesses may employ specialist advertising agencies and publicity consultants to manage press releases so that the organisation can get the most from positive news and limit damage from negative news. They may also employ advertising agencies to release selective news to the press for example regarding product launches or the organisations involvement in the local community/charity events. Q.6 Describe the Demographic influence on advertising in brief ? Ans. Demographics are statistics that companies keep on business clients and consumers. These marketing statistics may include the sizes of businesses so companies can better differentiate between small, mid-sized or large companies. But they are more commonly used to identify differences in personal attributes among consumers. There are many different types of demographics companies use for various purposes. Obtaining the Data Companies can obtain demographic information from the U.S. Census Bureau. They usually list various demographics by state and city. Marketers can also obtain more localized demographic information from area or county Chambers of Commerce. These entities typically break data down by various census tracts or smaller regions in metropolitan areas. Companies that want demographic data related to their industry often purchase reports from marketing research companies like Nielsen, Forrester Research or The NPD Group. These companies usually conduct regular surveys to garner this information. For example, a consumer products company may want age breakdowns on the heaviest buyers or users of laundry detergents. Businesses can obtain more company-specific data by conducting their own phone or Internet surveys. Warranty cards are another tool that can be used for collecting demographic data. Market Segmentation Companies also use demographic data to identify key buying groups on a regional or national basis. For example, a small financial management firm may be interested in expanding to markets with large populations of people over 55. Hence, top management may study available data in contiguous markets first to determine where to locate the new offices. 1. Aggressive middle class :- Indian middle class has become the object of keen observation for everybody from MNC consumer products are being written on this phenomenon. It is a furious research projects are being written on this phenomenon. It is a grossly over rated class, in numbers, consumption volume and desires. Rough estimate is that there are about 50 million families in India in middle class who really do buy branded products significantly. One thing all business people agree on is that middle class is aggressive, ambitious, uninhibited about their demands, self-absorbed and very busy climbing the upwardly mobile social ladder. 2. Advertising abroad :In 2003, Walkers Chips, a brand of crisps by Krispwallah, a corner chip shop in the UK, used Gary Linekar, former footballer and television personality, and Meera Sayal, an Indian actress, as models and a very garish Indian wedding as theme and did very well. At least this was an Indian product, manufacturer and advertiser. 3. Sharia complaint banking and stock market :- India has the second largest muslim population in the world, and Indian Sharia complaint market capitalization at 61% in 2007 is higher than in some Islamic countries like Malaysia, Pakistan and Bahrain. Sector such as computer hardware and software, drugs and pharmaceuticals, automobiles and ancillaries and all Sharia complaint and constitute 36% of Sharia complaint stocks on NSE. Even when Sharia complaint stocks are few in number, its share of market capitalization is never below 50% of the total market capitalization. Press Releases

4.

Mall culture :As early as 2006, India had around 450 malls and not all of them in the metro cities. Now not only there are malls everywhere, with increasing disposable income mall crawling has become a youth culture and part of urban life. According to international statistics, 40% of mall visitors all over the world, especially the lonely older people in cold countries and aimless youth with time on their hands are just spending idle time in the air conditioned/heated space