ADVERTISING

Advertising - Meaning
The word advertising is derived from a Latin word Advert ire which means, to
turn to, to announce publicly or to give public notice. Advertisements can be interpreted
as to turn the attention of the people concerned to a specific thing which has been
announced by the advertiser publicly in order to inform and influence them with the
ideas which the advertisement carriers.
Advertising Definition
1. Advertising is the mass communication of information intended to persuade he
buyers so as to maximie income.
!. The American "ar#eting Association has defined that $Advertising as any paid
form of non%personal presentation of ideas, good and services by an identified
sponsor&.
'. (ence the definition can be redefined to state, $Advertising is paid non%personal
communication from an identified sponsor using mass media to persuade or
influence an audience&.
Advertising is a paid form ) Advertising needs payments to the media organiations
which publish advertisements in a large scale.
Advertising is a Non-personal communication ) Advertisements are non%personal
as against face to face personal selling.
Advertisements are given ! an identified sponsor % Advertising is done by an
identified sponsor and one can #now who is behind the advertisements. *xample )
"+, tyres
Advertisements " Mass media ) Advertisements are mostly related to selling of
ideas, goods and services through mass mediums li#e T-, radio, newspaper, etc. to
inform or persuade about the product before a consumer want to buy the product.
Nature of advertising
1. as it is generally #nown, advertising is a paid method of mass communication
which is aimed at promoting goods, ideas and services by an identified sponsor.
!. it is not delivered by an actual person but only through a media.
'. Advertising is done by commercial and non%commercial organiations but it is
mainly referred to commercial organiations.
.. it is very speedy, permitting an advertiser to spea# to millions of buyers only in a
few hours.
/. advertising plays an important role in moving the goods from producers to
consumers.
0. advertising may be used productively for the benefits of producers, traders
consumers and countrys economy.
1. advertising is an art. 2t include message, theme and its layout including caption,
illustration etc. is an art on which the success and failure of advertising.
3. advertising is a science. -arious principles, ob4ectives, techni5ues and strategies
of advertising have been developed using science.
Scope of advertising
1. selection of media with a view to stimulate sales amongst consumers.
!. increasing support to dealers, distributors, wholesalers and retailers and the sales
force are the main functions of advertising.
'. maintenance of brand loyalty amongst the customers.
.. advertising pro4ects an image in the minds of the people who are customers of the
companys products or who are closely related with the company such as share%
holders, government, creditors and the general public.
Merits or Advantages of advertising
1. advertising encourages price competition by giving the consumer a free choice of
products and services.
!. advertising gives us the freedom to choose among many products.
'. advertising encourages the research and development of new and better products.
.. political advertisements create awareness of a candidates stand on various issues
that in turn give the choice of choosing or electing leaders.
/. advertising can be successfully utilied in raising funds for various social and
educational causes to ma#e the public aware of the dangers of smo#ing and drugs.
0. it can also help to promote national integration to find 4obs for the unemployed
and the handicapped.
1. many useful and educational programmes have been sponsored by companies that
advertise.
Demerits or Disadvantages of advertising
1. advertising adds to the cost of products and services which is then passed on to
the consumers.
!. advertising persuades people to buy products that they dont really need.
'. many expensive items are bought purely for ego or social reasons.
.. advertising is not always truthful.
/. it relies on misleading claims and sometimes engages in deceptive advertising to
sell products
0. many advertisements are exaggerated to inflate positive effects.
1. advertising is polluting our mental environment by repetitive and loud messages.
3. advertising affect interpersonal relationships by perpetuating stereotyped sex
roles.

#unctions of advertising
Advertising does the following three functions
Economic function
1. all the advertisement has to do is to sell a product of service.
!. advertising also performs the economic function by being an art of persuasion. 2t
also is helped by the science of layout, visualiation, print production, etc.
'. advertisements sometimes do the sales 4ob in a indirect manner.
.. advertising creates wide mar#ets. 6ales information is conveyed to millions of
people far and wide using different medias.
/. as a profession it employs both creative and non%creative persons ) persons as
account executives, media planners, art directors, administrative heads, copy
writers, etc.
0. it also indirectly gives employment to a host of other functionaries li#e
commercial artists, media employees, studio people, free lancers, radio and T-
announcers, etc.
Economic function
1. advertisement has affected to the core cultural values but the subsidiary cultural
values. ,or example to get a married is a core culture value7 advertising cannot
change it by telling people not to marry. 8hereas to marry late and not at an early
age is subsidiary cultural value.
!. advertisement is a mirror of the society in which it operates. 2t reflects the cultural
values of the society. *xample ramra4 dhotis, sarees advertisements
'. advertising has improved our standard of living. 8e have realied the value of
comfort available to us from the A9, the refrigerator, the pressure coo#er,
computer, etc.
.. advertisement invests a new product with confidence ) confidence about it
function, 5uality price and availability.
/. advertisements for social causes li#e cancer prevention anti%dowry campaign
family planning etc. ma#e us socially responsible.
$s!c%ological function
Advertising is closely lin#ed to consumer behavior. 2t affects the personality of
the consumer, his concept of self, his attitudes, beliefs and opinions, his life%style etc.
example lion dates syrup, raymonds coat suit.
Role of advertising
Societal ) write in the functions of advertisements
Economical ) write in the functions of advertisements
&ommunication
The effectiveness of advertising depends upon to what extent the advertising
message is received and accepted by the target audience. +esearch has identified that an
advertisement to be effectives has to :A2;A model<
1. attract Attention
!. create 2nterest
'. building ;esire
.. obtaining Action
Attract attention
The layout is the most important factor that directs attention to an advertisement.
2t includes typography, colors, movement in advertisement, celebrities in the
advertisements, model selection, etc.
Interest
"ost people see the illustrations and do not read the copy. (ere illustrations have
to wor# hard. They should together with headlines must provo#e further reading. The
selection of the illustration and its integration to life are thus very important. *ven copy
format is important for interest creation.
Desire
The basic purpose of advertising is to create a desire for the product of service
being advertised. 2t is function of appeals used for the motivation of people. -ivid
description or copy always helps. =hysiological as well as psychological, ma#e people
purchase products.
Action
The logical end of the desire aroused is to buy the product
1. products are associated with the company ) *xample hero (onda
!. the message is repeated ) wood wards grape water
'. certain immediate action appeals are used ) glucose.

T!pes of advertising
'ased on target audience
>n the basis of audience advertising may be classified as consumer advertising,
business advertising and firm advertising.
&onsumer advertising
2n consumer advertising, appeals are directed to consumers who ultimately
purchases the product for consumption. The producers who are engaged in the
production of consumer goods generally utilie this type of advertising because they are
to sell their goods to them through various agencies such as wholesalers, retailers,
departmental stores, etc.
'usiness advertising
Advertisement which means for business purpose are called as business
advertisements. ?usiness advertisements generally are published through newspapers,
radio and television stations which have national level consumption. 2t can be classified
as 2ndustrial advertisement, Trade advertisement and =rofessional advertisement.
Industrial advertisement
The producers of industrial goods use such advertising in which appeals are
directed to create demand for their industrial goods by urging industrial users to purchase
the product advertised.
The following are most important in this type of advertisement
1. to inform the users of the industrial products technological and other
developments.
!. to speed up sales of industrial products by announcing several concessions.
'. to motivate distributors.
Trade advertising
Trade advertising is addressed to distributors, agents, wholesalers, retailers by the
manufacturer. The purpose of trade advertising is therefore to secure distribution, that is
to sell in to the trade. "anufacturers use trade advertising to persuade retailers or
distributors to stoc# their products to feature them in their store by offering introducing
discounts, display materials and telling them about the consumer advertising support.
$rofessional advertising
=rofessional advertising refers to the advertisements aimed at professional person
li#e doctors, lawyers, etc. by any other person. 2t is made by the manufacturers who sell
their products either to such professional or to consumers on their advice or
prescriptions. 2n professional advertising, personal selling plays a very important role
because the appointed salesmen go to such professional and convince them with the
5ualities of the product, their company has manufactured so that he may recommend that
product to his client.
#arm advertisements
,arm advertising falls in the uni5ue category of being both the consumer as well
as business advertising. The farm is both producing as well as a consuming unity. This
duality also led to the development of specialied media designed to reach farmers and
their families. 6ome specific @ournals on agriculture accepts farm advertisements. This
advertisements explains how the crops should be maintained and water management and
other aspects of the crops including pest managements. This type of advertisements are
published through the agriculture based @ournals and it is very specific in nature.
'ased on Media " $urpose
There are various forms of media of publicity and can group them under the
following heads.
1. =rint media A Bewspaper and "againes
!. *lectronic media A +adio, Television, ,ilms and video
'. >utdoor "edia A =osters, boards, electric display, vehicular advertising, sandwich
boards and shy writing.
.. ;irect "ail A circular, business reply, envelops and cards, price lists, catalogues,
leaflets and folders, boo# lists, gift novelties and personal letters.
() $rint Media
=ress advertising remains the most popular and effective method of publicity
today. Bewspaper and "againes have become the part of the culture and political life of
people today. 2t plays a very important part in advertising.
Ne*spaper
Bewspapers are bought largely for their news value and are widely read by the
people in cities. 2n 2ndia there are number of newspapers both in *nglish and many
regional languages. (ence a message given in newspapers, may have a better impression
on the minds of the people and it may be more specific, clear, complex and lengthy. The
mar#eters choice of newspaper for printing advertisement depend s upon many factors
such as its area of circulation, type of newspaper, acceptability of advertisements by the
newspaper printers, time to be ta#en by the publisher in printing the advertisements, etc.
Maga+ine
Another medium under press publicity is magaines and 4ournals published
periodically ate regular intervals i.e., wee#ly, monthly, 5uarterly or annually. 2t is
common experience that a newspaper is not only read casually but a reader very rarely
goes through its pages again and again. >n the other hand, magaines and 4ournals are
read at leisure and with care when the reader is not only read is mentally prepared to
receive the advertisements. A magaine or 4ournal has a long effective life. ?esides, the
same copy is usually read by a number of people and thus has a value greater than its
circulation.
,rom the advertisers point of view, magaines are classified as
General Maga+ines ) its meant for general appeal ) example The wee#, ,rontline, The
?lit, etc. 6uch magaines are read by all irrespective of their sex, age, profession.
Speciali+ed Maga+ines ) its meant only for specialied group. They cater to a readership
with clearly defined specific interest ) example ,emina for women community,
9ommerce for business community, 9inema *xpress for cinema fans, sports star for
sports community, etc.
Special Issues Maga+ines ) special numbers of Annual number of 4ournals also cover
varied interests. *xample Telephone ;irectories.
,) Electronic Media
*lectronic "edia such as +adio, Television, ,ilm and -ideo reach almost every
noo# and corner of the country.
Radio
As far as +adio concerned, almost every house in 2ndia has radio. >ver the years,
radio ha become a very popular and effective medium of advertising products in our
country. +adio advertising is a new advertising media having a history of about /C years
to its credit. +adio advertising in 2ndia was started in Bovember 1D01 when -ivith
?harathi was started. +adio advertising may be described as *ord of mout% advertising
on a whole scale. 2t is only because the advertiser delivers message orally and not
visually. 2t is 5uite different with other media because it ma#es appeal to the ear and not
to the eye, with the effect that the message is conveyed to the mass whether literate or
illiterate. Advertisers using the radio as the medium of advertising may be national,
regional or local. 2t serves local rather than national or regional mar#ets, because of
many factors such as language problems or the appeal to the listeners may be different
from region to region.
+adio timings for commercial advertisements are called as +adio 6pots.
;epending on the message content the timings of slot can be chosen. 2t can be for
general audience during the broadcast of film and dramas or special audience during the
farm and home, womens programme and childrens programmers.
Television
Television is a very attractive medium for advertising. The position of radio
publicity is now being gradually ta#en by T- advertising. T- provides a scientific
features of sound, sight, motion and immediateness that no other medium has been able
to provide so far. That is why T- is the best selling method ever invented. This media is
particularly advantageous for those advertisers whose products re5uire demonstration. 2n
villages where 3C percent of the people living hardly have any T- set except in
community centers and that too only at the places where electricity is available.
"oreover the transmission is limited and many centers do not have T- towers. Bow
facilities are gradually being extended for commercials on T- in 2ndia. 6ponsored
programmes have also been started on T-.
#ilm Advertising
,ilm advertising is an excellent medium of advertising since it is a popular
medium of entertainment in to days world. 2t has advantageous of sound, motion,
visually and timeliness. ,ilm of motion pictures used as the medium of advertisements
a) Documentar!
A documentary film is probably used for publicity aspect and in most cases is
educative in character. 2t has a broad aim and generally describes the various aspects of
an industry, products as whole avoiding the brand name or firms names as far as
possible. 6uch advertisements are generally made by manufacturers association or
government.
) Advertising film
Advertising films are short publicity films which are generally shown in carrying
the sales messages of a particular manufacturer of brand. They generally, put the sales
message into a short story to interest. The audience but without containing entertainment
elements. 6uch films have a short life and have generally to be replaced by new shorts
presenting the message in a manner that will sustain public interests.
c) Sponsored advertising film)
6ponsored films are combination of advertisements and entertainment. 6uch films
are not of short duration. 9artoon films fall under this category.
Video Advertising

The video advertising is one of the better medium of advertising in recent times.
"ost of the entertainment based video records are produced with advertisements. "ost
of the film based video records carry a larger number of produce advertisements to catch
the consumers. This type of advertisements are very short duration for example 1C or !C
seconds duration. ?esides film based video programmers, others news worthy cassettes
also carry a particular type of advertisements meant for the specific audience.
-) .utdoor Advertising
>utdoor advertisement is the oldest form of advertising and remains the most
common medium every day. =ress publicity is basically indoor advertising as
newspapers and magaines are generally read indoor. >utdoor advertising pro4ects the
message to a large number of people of various interests and as such the products that
need a wide appeal use his method of advertising. >utdoor advertising is meant public
and provides the advantage of reminding the people fre5uently of the products and their
specialties. This advertisements are successful one and it has various formA
a) Mural or $oster advertising
=oster advertising refer to posters which are often pasted on walls. They bring big
content pictures etc. Advertising for a film is done in this method.
) Advertising oards
Advertising boards are also posters #ept at a certain fixed places especially at
points where people fre5uently assemble such as bus stop, railway station. These boards
are made of metallic sheet enclosed in a wooden frame and fixed with a panel having a
specified height at main 4unction. 2n big cities there are corporations which provide space
of specially for pasting posters.
c) Electronic displa!
2t is the newest and the most attractive form of outdoor display. 2t attracts
attention easily and acts as a memorie even when it is dar# all around.
d) Transport advertising
2t refers to moving advertising. The advertisement on moving vehicles such as
trains, buses, taxis, offer good examples of this type of advertising. This is very useful in
reaching consumers at a very advantageous point in time, while they are embar#ing on a
shopping trip. This method is a low cost medium and is considered to be very effective.
e) Sand*ic% oard
This type of advertisements hire persons who move in a procession with boards
and notices in hands and also playing musical instruments to attract the attention of the
general public. The cinema theatres usually arrange this #ind of advertising whenever
new pictures are released.
f) S/! advertising
2t is one of the recent form of outdoor advertising. 2n this form an aero plane
writes the name of the product of the producer in the shy.
0) Direct Mail advertising
;irect mail advertising is direct in its approach and hence referred to as directing
advertising. 2n this advertisements message is sent direct to the customers by mail. 2t is
one of the most important and oldest form of advertising. 2n sending the message by post
is best example for direct mail advertisement.
a. leaflets are simple sheets of paper printed on one or both sides.
b. 6ales letters or post cards may be handwritten or types communicated to
customer.
c. ,olders are also simple sheets of papers folded in an attractive manner
d. 9atalogue is an exhaustive list of the products of a manufacturer indicating
the price of each product and 5uality.
e. ?oo#lets consist a number of paper sheets bound in the form of a small
boo# containing all the necessary information in detail.
f. ?rochure is also a boo#let containing a detailed history of the manufacturer
and of the product, explaining each and every aspect of the product with or
without the help of pictures or photographs.

Advertising on the basis of message advertised
The advertising, can be classified on the basis of message advertised such as 1. product
advertising !. institutional advertising :or< 9orporate advertising
=roduct advertising
=roduct advertising, as the name suggests, deals with the non%personal selling of a
particular good or service. "ost advertising is of this type and designed to promote the
sale or reputation of particular product or brand or service. This type of advertising may
be done by manufactures, middlemen, or a retailer%dealer and it may emphasie the
product itself or some of its features such as price, service or 5uality directly associated
with it.
=roduct advertising may be primary demand and selective demand advertising. The
primary demand advertising, appeals are directed to create demand for a particular type
of product rather than for specific brand. ,or example, demand for scooters in general
rather than demand for a particular ma#e of scooter is generated. 2n contrast to this in
selective demand advertising appeals are directed to promote the sale of a specific ma#e
of the product, for example, of ?a4a4 scooters rather than promoting the demand of
scooters in general.
2nstitutional or =restige or 9orporate Advertising
2t is also #nown as prestige or 9orporate advertising. The main ob4ective of this type of
advertising is to create a favorable attitude or image towards the institution or business in
the eyes of shareholders, employees, suppliers or the general public. 2nstitutional
advertising does not attempt to sell a particular product but its main aim is to generate a
public image of the organiation as a whole.
9orporate advertising may be designed to
1. maintain the companys reputation or good will among specific public or business
audience.
!. enhance companys image by promoting good causes such as award winning
advertisements.
'. establish a level of awareness of the companys name and nature of business.
.. educate the audience on sub4ects of importance to the companys future :for
example, profits, economics, prices, government controls, etc.<
/. bring about a change in specific attitude of the audience towards the company or
its products.
Advertising based of format of reproduction
?ased on format of reproduction, newspaper advertisements may be classified s ;isplay
and 9lassified advertisements.
;isplay Advertisement
;isplay advertisements are the large advertisements, often spread across several columns
or whole pages. ;isplay advertisements occupy more than half of the total available
space of the magaine or newspaper. 2t is called as display because the sie of the
advertisements are large and have an illustration with bold type faces telling an
information and running matter called copy detailing the message. The emblem or the
logo of the sponsor will be on display in the advertisement and it may be multi%color in
special supplements of the leading newspapers. Two types of display advertisement
1. local display advertisement ) placed by local businessmen, organiations or
individuals
!. national display advertisement ) given by big national concerns
9lassified Advertising
9lassified advertisements appear on a specific page and position. 6mall advertisements
or classified advertisements are the few lines of small type announcing births, marriages
and deaths, house and car sales, personal announcements and the li#e. The rate is
determined by the number of words in the insertion. The message is told in least number
of words with clarity and simplicity. 2t reaches special audience, the newspaper readers
and is effective.
9lassified advertisements are regularly published at the some page of the newspaper or
4ournal. Advertisements published on the fourth page of the 2ndian *xpress under caption
situation vacant, educational, court notices, etc. are examples of classified
advertisements. This class of advertising is a very important source of revenue to the
publishers. Bewspapers sometimes carry advertisements with illustration in the classified
section. These are called as classified display advertisements.
Advertising on the basis of producing unit
>n the basis of production, advertisements may be classified as follows
9ompany ;epartmental Advertising
"ost of the big companies, have created separate departments for their advertising with
separate managers. This department decides that which medium should be chosen and
when the advertisements have to be given. This advertisements is called company
departmental advertising.
Agency Advertising
2nstead of creating a separate department, some companies, most of the small companies,
need advertising agencies for their advertisements. This type of advertisements are called
as agency advertising.
+etailer Advertising
+etail sellers, place their advertisements through various type of media to increase their
sale. Eenerally big sellers only create separate advertising departments. ?ut small sellers
need advertising media through their wor#ers whenever there is need. This type of
advertising can be called as retailed advertising.
"edia department advertising
The main revenue source of newspaper is advertising. (ence, most of the newspapers
and radio and T- stations have separate departments to conduct the producers and sellers
for the purpose of ma#ing revenue through advertising. The wor#ers of this department
persuade the advertisers and get the advertisements for their newspaper.
Advertising on the basis of timings of response
>n the basis of timings of response, advertising may be direct or indirect action
advertising or direct%indirect advertising.
;irection Action Advertising
2t stresses and persuades immediate buying of the product is #nown as direct action
advertising. Advertising for consumer items re5uires immediate action and attention. 2t
aims at generating immediate response from the customers in the form of sending orders
for the goods advertised or re5uests for further information. 6uch advertising contains
the sales techni5ue of offering coupons along with the product and re5uest customers to
redeem them at once or the advertiser arranges a draw at a fixed date offering certain
prices.
2ndirect Action Advertising
2t as against direct action advertising, does no attempt to bring about an immediate
behavior response. +ather it attempts to create favorable attitude towards the sponsor and
his products or services. The main ob4ectives of such type of advertising is to build up
the reputation of the brand advertised and to enhance necessity of the branded products
offered through building mental associations relating to them. 2t has long%run ob4ectives.
;irect%2ndirect Action Advertising
2n most of the cases, manufacturers combine the two types of advertising ) direct action
and indirect action advertising. 6uch advertising has double ob4ective, one being to
present a message which will help build desired mental associations about a brand, and
the second being to get immediate response of some #ind, in the form of an order to
receive a premium.
Advertising based on demand influence level
>n the basis of demand influence level, advertising may be primary demand advertising
and selective demand advertising.
The primary demand advertising, appeals are directed to create demand for a particular
type of product rather than for specific brand. ,or example, demand for scooters in
general rather than demand for a particular ma#e of scooter is generated.
2n contrast to this in selective demand advertising appeals are directed to promote the
sale of a specific ma#e of the product, for example, of ?a4a4 scooters rather than
promoting the demand of scooters in general.
Advertising on the basis of appeal
Advertising may be classified differently on the basis of advertising appeals.
+ational appeal advertising
This type of advertisements are based upon the premise that the buyer is a rational,
economic buyer and his buying decision is entirely based upon the utility of the product.
(e is interested in maximum such utility. Additionally, a price advantage will be loo#ed
at favorably by a rational buyer. The service support set up which is efficient and cost
conscious would have a positive influence on the buyer. :in this type consumer expecting
low price, long life, satisfaction, 5uality and 5uantity, etc<
*motional appeal advertisement
2n this type, the emotional appeals are designed to evo#e and satisfy the psychological
needs of the buyers. These needs are generally wants rather than needs. These appeals
are in the area of love, friendship, to be considered important by others, to be a
responsible parent, to loo# better, etc. ;iamond and 4ewelry are sold on the basis of love
for the wife and life insurances sold on the basis of providing to the loved ones.
=ositive appeal advertisement
The positive appeal emphasies what the product will do to satisfy consumer needs. The
product may be advertised as the best in the mar#et and the company may advertise itself
as number one. 6ome special uni5ue features of the product may be strongly stressed.
=ositive appeal advertisements convey some repeat message and create confidence and
assertiveness in the buyer. They emphasie that the product service will change the
lifestyle of a consumer from good to better.
Begative appeal advertisement
The negative appeal advertisement is generally putting ones own product down so that
people are impressed by the honesty and straight forwardness and therefore buy the
product. ,or example, the second largest car rental agency in America, Avis 9orporation
put out advertisements saying, $we are only number !& and this caught the attention of
the reader.
,ear appeal advertisement
,ear appeal advertisements use scare tactics and portray a threatening situation for which
the advertised product offers the best solution. 2nsurance companies often capitalie on
the fear of the most families who are scared to thin# of what would happen if the head of
the household passes away. 2n addition to insurance companies, fear appeals have been
successfully used by the American 9ancer 6ociety in its anti%smo#ing campaigns, by
nutritional experts against gaining weight, automobile repair companies against bad
bra#es in cars and so on. Advertisements such as A2;6, cancer, smo#ing and other
contagious deceases can be cited as good examples.
(umorous appeal advertisement
This types are attention getters and even though some advertising campaigns have been
highly successful using humorous appeals. +epetitive humorous appeals reduce even the
attention getting aspect drastically. The biscuits advertisements such as ?ritannia marie
is a good example for this type.
6ex appeal advertisement
?eautiful girls are used as models for advertising many types of products and services.
These appeals are highly successful when the products and services can be related to the
models such cosmetics, 4ewelry and fashion clothing.
=olitical advertising
=olitical advertising is a new mar#eting communication technology applicable to
political canvassing or the publiciing of political issues. 2n modern elections, this type
of advertising has assumed importance in canvassing. T- permits political candidates to
address a large number of people at one time and allows millions of people to see as well
hear candidates through advertisements, tal#s shows and debates. 2t is said that the use of
media advertising in the political process enable people to become involved more easily
in political affairs and to become more informed about the choices available to them. The
role of media advertising in developed countries more important in political campaigns,
as more and more electoral candidates becoming s#illed in addressing their constituents
by electronic media such as T- and radio and in presenting their views on controversial
issues.
=ublic service advertisement
This type of advertisements highlight social issues such as dowry, alcoholism,
communalism, sati, national integration, family planning, pollution, care for aged and the
disabled, campaigns against drugs and smo#ing and cautious driving. Their main purpose
is public education through hard%hitting didactic messages. They do not sell any products
or services but $messages& and $ideas&. "oreover, these advertisements are introduced
by enlightened corporations and public bodies. =ublic service advertising is concerned
with social issues that affect the community. This type of advertising may be sponsored
by either a business organiation or a non%profit charitable organiation who may as# for
contributions for the service of a good community cause such as child abuse or health
haards of smo#ing.

Mar/eting
"ar#eting is process of see#ing a response from the other party and ensuring that the
transaction is completed in physical, commercial and psychological term.
"ar#eting is a process of a satisfying different types of demand of two parties
"ar#eting is not solely for ma#ing profit, but its gamut has been widened to include the
sensitive issues such as society, community, environment and morality.
According to =hillip Fotler, the process of mar#eting deals with wor#ing with the
mar#ets to actualie potential exchange for satisfying human needs and wants.
A"A definition ) it has deleted the word profit from its old definition. That is because
many mar#eting professional are now wor#ing for BE>s and non%profit organiations.
9oncern for environment, healthy social change, development of communities,
community health, problems of the girl child, rural development etc are some of the
topics that have gained attention of mar#eters.
Mar/eter
8hen a party is more interested than the other to effect a transaction, it is called
"ar#eter. The other party is called buyer.
A mar#eter or buyer can be an individual too. A mar#eter may be a person who is
#een to purchase a good or service but the other person :seller< may not be willing to sell
his good or service to the former. *xample A a lady wal#s into a fashion store and wants
to buy a popular brand of lipstic# at a price that is lower than the listed price of the
lipstic#. The shop#eeper #nows that he can sell his lipstic# at the listed process and so,
he re4ects her offer.
A mar#eter may also be a person who is #een or even desperate to sell a good or
service but the other person :buyer< may not be willing to buy that good or service from
the former. *xample A a pest control agency wants a housewife to get her home sprayed
with insect repellent chemical. The land may be too busy to get this operation carried out
at her home. As such she may ward him off and tell him to come on some other day of
the wee#.
Mar/et
A mar#et consists of all those potential customers who share a particular need or
want and are willing to engage in the process of exchange to satisfy that need or want.
6uch members of the mar#ets may be located in the local, regional and global mar#ets.
?rand management
=ositioning
?rand personality
2t ta#es image characteristics of a brand and renders them in human terms as seen by the
consumer. A well%established brand has a clear brand personality. 9losely positioned
brands may also ac5uire distinct personalities as a result of exposure to the product,
pac#aging, service word%of%mouth and advertising. 2n consumers eyes, close%up is the
attractive girl next door, 9olgate is the mother, whereas 9ibaca Top is someone who
lives on the 11
th
floor and about whom no one #new. 9ibaca does have a personality
problem. ,or the consumer to be at home with our brand, she must be comfortable with
its personality. ?rand personality must be consistent over a period of time. 6ome
common examples are the Liril girl under the waterfall, the muscle man for "+, tyre,
9harlie 9haplin for 9herry ?lossom =olish.
?rand image and G6= :Gni5ue 6elling =roposition<
G6= ma#es the consumer identify the brand with a particular benefit. ?rand stimulates
an association of the benefit. There is one essential difference between G6= and the
brand image. The former established itself by logic and rational appeal. The latter does
so by psychological and emotional appeals.
?rand e5uity
G6= :Gni5ue 6elling =roposition<
G6= ma#es the consumer identify the brand with a particular benefit. As an illumination,
a G6= for a detergent would be an $2ngredient%H& as a selling point and $brighter
clothes& as a benefit. G6= may not wor# out for long. G6= remains ours in such cases for
a while, is adopted by others sooner and becomes dated thereafter. ;o we remember who
is to be associated with frost%free fridge ) is it ?=L 6anyo or Eodre4 or -ideoconI
=remium brands therefore, find G6= alone to be inade5uate and highlight a combination
of assets to remain unbeaten.
9ase study
0ps of mar#eting
basic needs
mar#eting based advertisement
8eb advertisement
The internet medium
(ow to attract customer to your website
=oints to consider in your web mar#eting program
1nit -
&omponents of advertising
() Advertiser
The person or the organiation who is going to advertise is advertiser.
,) Advertising agenc!
Definition
Advertising agency is defined as $an organiation whose business consists in the
ac5uisition as a principal of the right to use space or time in advertising media and the
administration on behalf of the advertisers. 2t does not sell any tangible products, it sells
creative talents an its past experience. Thus it is an organiation specially created for
rendering services in advertising.
Advantages of using advertising agenc!
There are many advantages of using an Advertising agencyA
1. for a small advertiser it is more profitable to the services of an agency than to
#eep a separate advertising department inside the company
!. advertising agencies have close association with media owners. (ence, it can
obtain space at competitive rates to the advertiser.
'. the advertising agency provides employment opportunities to artists and similar
s#illed people.
.. besides advertising agency advice and services, the agency offers help in other
mar#eting activities such as mar#eting research.
/. an advertising agency possesses the experience of the problems faced by its
clients.
0. advertising agency can help the organiation in choosing the most suitable
medium of advertising.
1. the agency is paid by the media owners. The advertiser pays nothing for the use of
an agency while buying advertising space. (e pays the same cost if he places an
advertisement directly with the media owner.
Selection of advertising agenc!
The selection of an advertising agency is by no means an easy tas#. The advertise
decides to use an agency mainly because he wants additional talent to help in plan and
carry out an advertising programmed. The problem of selection, obviously, is one of
evaluation the 7s#ills and capabilities of an agency. The following points are generally
#ept in mind while choosing an advertising agency.
1. financial soundness, general reputation, facilities and abilities available sie and
ade5uacy of the staff
!. basis of remuneration, relationship they maintain with advertisers, products
advertised, availability and relationship with the media owners.
'. whatever the basis of selection, once an agency is selected, the relationship
between the advertiser and the agency should be cordial.
.. the advertising agency should not be a more a $yes%man& of the advertiser, but
should be capable of giving him ob4ective advice.
&ode of Et%ics for Advertising Agenc!
The following are excerpts from the code of *thics for Advertising issued by the
Advertising 9ouncil of 2ndia :A692<. The advertising agency which renders its service in
2ndia, should follow the following codes for advertising.
1. advertising should be so designed as to conform not only to the laws but also the
moral, aesthetic and religious sentiments of the country in which it is published.
!. no advertisement li#ely to bring advertising into contempt or disrepute should be
permitted.
'. advertising should be truthful, avoid distorting facts and misleading the public by
means of implications and omission.
.. no advertisement should be permitted to contain any claim so exaggerated as to
lead inevitably to disappointment in the mind of the public.
/. methods of advertising designed to create confusion in the mind of the consumer
as between goods by one ma#er and another ma#e are unfair and should not be
used. 6uch methods may consist in a< the imitation of the trade mar# or name of
competitor or the pac#aging or labeling of goods b< the imitation of advertising
devices, copy, layouts or slogans.
0. advertising should endeavor to gain the good will of the public on the basis of the
merits of the goods or services advertised. ;irect comparison what competing
goods or firms and disparaging references are in no circumstances permitted.
1. indeed, vulgar, suggestive, repulsive or offensive themes or treatments should be
avoided in all advertisements.
3. no advertisements should offer to refund money paid.
D. the use of national emblem is prohibited by law in advertisements, trademar#s,
etc. except by government agencies.
T%e Structure of an Advertising Agenc!
2n order to achieve a complete advertising service for its client, the advertising
agency has to loo# after the following tas# 1. copy writing !. art, picture, photographs '.
media planning and buying of space .. radio and television ) producing commercial
spots /. the wor# of mar#et research 0. production ) film or tape 1. public relation 3.
merchandising D. sales promotion devices 1C. forwarding the advertising materials to the
media owners and the clients in time. Advertising does more than simply informing it
promotes sale also. 2t tries to persuade, inform and also remind the customers.
To give the satisfying 4ob to the clients every advertisement agency has three basic
section in their agencies.
1. 9reative ;epartment
!. "edia ;epartment
'. Administrative ;epartment
?esides these departments now a days two more section are included.
.. =roduction ;epartment
/. "ar#eting service ;epartment
() &reative Department
This department deals with arts copy and film wor#s regarding advertisements.
9opy writers and artists wor# and produce the needed advertising copies for the
agencies. 9opy writer is considered as an important *xecutive next to Account *xecutive
in the agency. This section deals with the preparation of the advertisements. 2t involves
a. writing the copy
b. selecting an illustration
c. preparation of layout
d. reproduction of advertisement for the selected media.
a) &op!
9opy of an advertisements consists of the written or spo#en material which includes
headlines, coupons, name and address of the advertiser and the main body of the image.
) Illustration
2llustration may be in the form of a photograph, drawing, reproduction of a painting or
cartoon.
c) 2a!out
Layout refers to the physical arrangement of all the elements in an advertisement. Layout
is concerned with placing the headline, copy, illustrations of the advertisement most
attractively within the allotted space or time.
Media Department

"edia department of the agency chooses the best media for the advertiser. This
department select the medium%press, radio, television and outdoor for placing the
advertisement of the advertiser or clients. "edia selection is the 4ob of finding the best
possible places for the advertiser to present his message. =rint media, electronic media,
outdoor mediums etc are used for advertisements.
Advertisement Department
Administrative section officials of the ad agency control the activities of the ad
agencies. 9omplete agency controls are determined by these people. Top executive is the
headman of this section. (e is considered as the #ey man of the agency. (is 4ob is
usually a combination of contact, plans and merchandising wor#. The account man must
have a good general #nowledge of all phases of advertising, merchandising and general
business practice. 2n many cases, he must also be a creative man, able to aid in building
plans for a campaign and to suggest solutions to the client special advertising problem.
Accounts "anagement, =ublic +elations and +ecords maintenance and mar#et research
are the main duties of the administrative department.
$roduction Department
As shown in the chart, this department is responsible for the production of films,
posters, notices and direct mails. Though most of the wor#s of this department is li#e a
creative department, it specialie the creation of the above. (ere art and layout man and
copy writers 4oin to produce special type of wor#.
Mar/eting Service Department
Bow a days, the big advertising agencies give additional services for their clients.
The "ar#eting 6ervice ;epartment deals with these additional services. This department
deals mar#et research, product research or product testing, ad copy testing and audience
research for the benefit of their client advertisers.

&onsumer e%avior
A mar#eter needs to understand consumer needs. A consumers buying behavior is
influenced by cultural, social, personal and psychological factors.
&ultural factors 3good t%ings4
9ultural and subculture are particularly important in buying behavior. 9ultural is
the most fundamental determinant of a persons wants and behavior. The growing child
ac5uires a set of values, perceptions preferences, and behaviors through his or her family
and other #ey institutions.
Social factors
6ocial class show distinct product and brand preference in many areas including
clothing, home furnishing, leisure activities and automobiles. 6ocial classes do not reflect
income alone, but also other indicators such as occupation, education and area of
residence and many other characters.
9haracteristics of some social classes
1. Gpper Gpper 9lass
The social elite who live on inherited wealth. They give large sums to charity, maintain
more than one home, send their children to the finest schools. They are a mar#et for
4ewelry, anti5ues, home and vacations.
!. Lower Gpper 9lass
persons who have earned high income or wealth through exceptional ability in the
professions or business. They usually come from the middle class. They tend to be active
in social and civic affairs and see# to buy the symbols of status for them selves and their
children. They would li#e to impress those below them.
'. Gpper "iddle 9lass
=osses neither family status nor unusual wealth. They are primarily concerned with
career. They have attained positions as professionals, independent business persons and
corporate mangers. They believe in education and want their children to develop
professional or administrative s#ills. They are home oriented and are the 5uality mar#et
for good homes, clothes, furniture and appliances.
.. "iddle 9lass
Average ) pay white and blue collar wor#ers who often buy products that are popular to
#eep up with rends. The middle class believes in spending more money on worth wile
experiences for their children and aiming toward a collage education.
/. 8or#ing 9lass
Average ) pay blue ) collar wor#er and those who lead a wor#ing class lifestyle,
whatever their income, school bac# ) ground or 4ob. The wor#ing class depends heavily
on relatives for economic and emotional support, for tips on 4ob opportunities, for advice
and for assistance.
0. Gpper Lower 9lass
Gpper Lowers are on wor#ing, although their living standard is 4ust above poverty. They
perform uns#illed wor# and are very poorly paid. >ften, upper lowers are educationally
deficient.
1. Lower Lower 9lass
Lower Lowers are on welfare :government support of funds<, visibly poverty stric#en
and usually out of wor#. 6ome are not interested in finding permanent 4ob and most are
dependent on public aid or charity for income.
$ersonal factors
A buyers decisions are also influenced by personal characteristics. Theses include
the buyers age and stage in the life cycle, occupation, economic circumstances, lifestyle
and personality and self%concept.
=eople buy different goods and services over a lifetime. They eat baby food in the
early years, most foods in the growing and mature years, and special diets in the later
years. Taste in cloths, furniture and recreation is also age related. 9onsumption is shaped
by the family life style.
>ccupation also influences a persons consumption pattern. A wor#er will buy
wor# clothes, wor# shoes. A company president will buy expensive suits, air travel, etc.
$s!c%ological factors
A persons buying choices are influenced by four ma4or psychological factors
motivation, perception, learning and beliefs and attitudes.
Motivation
A person has many needs at any given time. A need becomes a motive when it is
aroused to a sufficient level of intensity. The needs are recognition, esteem, etc.
$erception
=erception is the process by which an individual selects, organies and interprets
information inputs to create a meaningful picture of the world. The #ey word in the
definition of perception is individual. >ne person might perceive a fast%tal#ing
salesperson as aggressive and insincere and another, is intelligent and helpful. =eople can
emerge with different perceptions of the same ob4ect.
2earning
8hen people act, they learn. Learning involves changes in an individuals
behavior arising from experience.
'eliefs and attitudes
Through doing and learning, people ac5uire beliefs and attitudes. These in turn
influence buying behavior. A belief is a descriptive thought that a person holds about
something. =eople have attitudes toward almost everything, religion, politics, clothes,
music, foods. Attitudes put them into a frame of mind of li#ing or disli#ing an ob4ect,
moving toward or away from it.
,ive stage model of the consumer decision%ma#ing process
=roblem recognition J needs
2nformation search
*valuation of alternatives
=urchase decision
=ost purchase behavior
$rolem recognition 5 needs
The buying process starts when the buyer recognies a problem or need. The need
can be triggered by internal or external stimuli. 2n the former case, one of the persons
normal needs%hunger, thirst, etc and the latter case a need is aroused by an external
stimulus.
Information searc%
An aroused consumer will be inclined to search for more information.
Information searc%
The person may enter active information search loo#ing for reading material,
phoning friends and visiting stores to learn about the product.
Evaluation of alternatives
2n this the consumer is trying to satisfy from the product solution. The consumer
see each product as a bundle of attributes with varying abilities of delivering the benefits
sought to satisfy this need. *xample ) cameras ) picture sharpness, camera speeds,
camera sie, prie.
$urc%ase decision
2n executing a purchase intention, the consumer may ma#e up to five purchase sub
decisions li#e a brand decision, vendor decision, 5uantity, timing decision and payment
method decision.
$ost purc%ase e%avior
After purchasing the product, the consumer will experience some level of
satisfaction or dissatisfaction. The mar#eters 4ob does not end when the product is
bought. "ar#eter must monitor post purchase satisfaction, post purchase actions and post
purchase product uses.
A692 :Advertising 6tandard 9ouncil of 2ndia<
2n order to enforce an ethical code we in 2ndia now have the Advertising 6tandard
9ouncil of 2ndia. 2t is a non%profit organiation set up by .' founder members who are
involved with advertising in one way or the other. A692 proposes to ad4udicate on
whether an advertisement is offensive and its decision will be binding on its members. 2t
proposes to deal with the government if there are any disputes.
Euidelines of A692
1. to ensure the truthfulness and honesty of representations and claims made by
advertisements and to safeguard against misleading advertising.
!. to ensure that advertisements are not offensive to generally accepted standards of
public decency.
'. to safeguard against indiscriminate use of advertising for promotion of products.
.. to ensure that advertisements observe fairness in competition so that the
consumers need to be informed on choices in the mar#et place.
Testing ad
9opy writing
;ifferent Types of copy
9opies can be written in several forms
1. 6cientific copy
2n this copy the technical specifications of a product are explained in scientific terms. 2t
conviction value to the copy. 6affola%a low cholesterol edible oil ma#es use of a
scientific copy.
!. ;escriptive copy
2n a non%technical manner, the product attributes are described. The copy uses direct
active sentences. 2t loo#s very common%place announcement.
'. Barrative copy
The benefits of the product emerge from the story. 2t has strong appeal. 2t should ma#e
an imprint on our memory.
.. 9ollo5uial copy
(ere informal conversational language is used to convey the message.
/. (umorous copy
(umour has been heavily used in advertising especially in T- commercials. *ffective
humour ma#es the advertisement noticeable.
0. Topical copy
The copy is integrated to a recent happening or event, it is said to be topical copy. "ostly
political events, national sports, parliament news all get extended to the advertisement
copy.
1. *ndorsement copy
2n these copies, a product is endorsed by an opinion leader who has a large following.
"ostly celebrities are chosen to promote T-, Text tiles, 6oft drin#s, etc.
3. Kuestioning copy
2n this copy, several 5uestions are put forward not to see# answers but to emphasis a
certain attribute.
D. =restige copy
The product is not directly advertised. >nly a distinguished and favourable atmosphere
is created for the sale of the product. The copy is used to build an image. -imal shirtings
is an example.
1C. $+eason 8hy& copy
2t is #nown as an explanatory copy where the reasons for a purchase are explained. *ach
reason illustrates a particular attribute, and its benefit to the consumer.

9opy writing as a constructive plan
9opy writing means actual writing of various things to be incorporated in an
advertisement in a systematic manner. (ence we may call copy%writing a constructive
plan for advertising. Advertising copy%writers give four important branches of copy%
writing.
1. =rogramming
The first phase of creating an advertisement copy is charting programme for
advertisement. As a foremost one the copy writer must assess the budget, proposed by
the advertiser. ;epending on the sie of the budget only the can be created and copy can
be written. 6econdary stage the copy writer must collect more and more details about the
product such as 5uality, sie, uses and so on. The media preferred by the advertiser must
be analysed and decision must be based on the media selected. ,our important 5uestions
must be as#ed by the copy writer and clarified by the advertiser.
1. the range of expenditure
!. whether the product is already in the mar#et or a new one.
'. the basic need of the advertisement
.. area to be covered by the advertisement.
!. *valuation
copy writer pass the chal#ed out programmer into the stage of evaluation. This is to find
out the reason for the success of the advertisement. *valuation system is more or less, a
research oriented one. Thus evaluation stage is the stage of thin#ing and interacting with
various branches of the advertising agencies.
'. +eview
it is to considering the advertising programmer. At this stage the copy writer must sit
along with the advertiser and other experts, to ta#e a final decision in shaping
advertisement.
.. Techni5ue
the final stage in copy writing is finaliing the techni5ues to be adopted in presenting the
advertisement in media. As the advertising copy writing changes according to media
:print or electronic media<, appropriate efforts must be given to write the copy to suit the
media selected.
6tages in creative copy writing
There are four important stages of creative copy writing
1. =rimary stage
The first phase of creating an advertisement copy is charting programme for
advertisement. As a foremost one the copy writer must assess the budget, proposed by
the advertiser. ;epending on the sie of the budget only the can be created and copy can
be written. 6econdary stage the copy writer must collect more and more details about the
product such as 5uality, sie, uses and so on. The media preferred by the advertiser must
be analysed and decision must be based on the media selected. ,our important 5uestions
must be as#ed by the copy writer and clarified by the advertiser.
!. 2ncubation stage
the copy writer allows his associates to thin# over it and to find a novel, suitable and
appropriate aid for that advertisement copy. As li#e eggs are #ept under constant heat,
the advertising aids are #ept under constant thought, to give a concrete shape to the
advertisement. 6o it is called as incubation stage. This is a stage to thin# and deliver
various ideas to the copy writer.
'. 2llumination stage
the illumination stage in copy writing is to highlight the various important parts of the
advertisements. 2n this stage it would be more or less a group discussion among the copy
writer, his aids, producers of the advertisement and the advertiser.
.. =roduction stage
this is the final stage of preparing copy writing for the advertisement. The term
production here means only the creation of copy for the advertisement. After creation the
copy would be handed over to the technical side for further procedure.
?ranches of copy
The copy is more or less a script writing for a media. (ence the following branches
should be incorporated in a copy for advertisement.
1. (eadline
a good heading is the gateway of any advertisement. 2t should be attractive, inductive,
and stop the viewer to #now the things presented by that advertisement. 2n most of the
good and popular advertisement, the heading itself gives a complete picture about the
advertisement. The heading simply means, the first word or the picture or the music or
song of the advertisement.
!. Lead
after the first part has completed its duty the next portion of the advertisement must ta#e
the viewer or audience further into the advertisement. 6ince this portion leads the on
loo#er into the advertisement it is termed lead. The lead may raise some 5uestions or
create some suspense or even an anxiety in the mind of the viewer to have an idea, about
the advertisement.
'. ?ody
body is sole source of information about the product or service involved in the
advertisement. The body should be elaborate, information instructive, and interesting. 2t
induces and persuades the consumers to purchase the product or ma#e use of the service
in time. 2n body many things, good words, idioms and phrases, 5uotations form great
authors and good pictures, cartoons, caricatures, etc can be presented.
.. 9onclusion
the main and the final portion of an advertisement copy is the concluding part, because it
must tell the consumer what to do, where to do and when to do. (ence the concluding
part of the advertising copy, must given the address of the product the royalty and good
will of the firm, the time factor of the sale, etc.
+eference group, family, roles and statuses 0.
6electing the media
2n selecting media, advertisers will need to consider the following elements
1. the ob4ectives of the advertising campaign
!. the coverage and reach of the media
'. media costs
.. the nature of the message
Language in copy writing
,or any media, the language is the tool of success. A copy writer must be so careful in
using appropriate words in the copy while selecting language for advertisement. The
copy writer should carefully select simple, and short words. The advertisement language
should be selected from the regions for which the advertisement is created, the dialects of
a language spo#en in different regions, have to be used and it would ma#e the viewer
easily understand the purpose of the advertisement. 6uch regional language would
become popular in the area. (ence the product would be easily remembered by the
consumer. *xamples are $"aha sa#the&, $6uper power.&
,unctions of layout
The layout emphasie its ob4ective strongly. Layout provides wor#ing plan to the
typographers, graphic designers and other technicians who are involved in the
preparation of advertisement. 9ost estimate or budget can be #nown through the layout.
Layout helps systematic display of elements and assists the reader to scan the page.
Techni5ues in layout
6ome techni5ues in layouts are
1. *ye movement.
*ye movement is a techni5ue which helps to move eyes of readers from element to
element. Bormal eye movement is of course from left to right because of our reading
habits. Thus a good layout place the message in the prime space form upper left 5uadrant
to upper right 5uadrant and to the lower left.
:The optical center of a rectangle is slightly higher than the exact center higher about one
twentieth on the total height of the rectangle. <
!. ?alance
balance may be arranged by two variable varieties
formal balance ) is made by a symmetrical division of space on the page when a line is
drawn vertically through the center of the advertisement.

2nformal balance ) designed by elements of dissimilar weight and appearances are placed
at various distances from the reference point.
'. =roportion
the relationship of one element to another element is a layout. 8ith reference to its sie,
color etc. is #nown as proportion.
.. *mphasis
it referred as contract also. 2t means that a layout should have a single focus on a selected
element.
/. Gnity
unity in layout creates a sense of harmony among the elements.
1. use of consistent typographical design
!. arrange border to hold elements together

Layout stages
;esigning a layout is an artwor# and it has three stages.
1. Thumbnail layout
The purpose of this thumbnail layout are to catch the ideas and affix it on paper. 2t is the
beginning stage. 2t is a miniature rendering of a layout. A number of s#etches are usually
done by the artist. Among them any one will get approval for a full scale layout.
!. +ough layout
This is the full scale are wor# in which headlines, pictures and less are displayed in full
sie. A rough layout appears very near to finished layout.
'. 9omprehensive layout
2t is the final stage and a complete presentation of advertisements and includes
photographs, logos etc. 2t shows as nearly as possible how the finished will appear. This
is the last stage having all features to satisfy the client.
9olor moods
To give real effect color are used cleverly. +ed and yellow are best attention getting
pigments. ?lues and greens symbolie cool feelings. Lellow products warm atmosphere
and ma#es cheerful feelings.
There are three basic primary colors. ?lue, red and yellow. ,rom these colors an eminent
artist produces secondary colors by mixing any two. These mixtures ma#e a nimber of
eye catching colors.
9haracteristics of color
(ue ) the basic identity of colors ) example red, green etc
-alue ) the purity of colors ) adding blac# or white colors to original colors
Techni5ues in using pictures
=icture in picture
This techni5ue is usually in useful industrial advertisement, machineries and other big
e5uipments where pictures are displayed in ads. To give more details and explain the
technological advantage in small pictures are also used in the middle or corner of the
advertisement.
6uper impose pictures
This techni5ue is useful in motion pictures on T- commercials. To give more number of
pictures, to emphasis this is used. ?y this method picture getting gradual on suit
disappearance from the screen after introducing another picture.
"usic and songs
*ven the blind can sense the commercials from its opening of music and songs. "usic is
the prime factor to get attention of viewers. 2t receives immediate attention of listeners.
,rom the music one can identify the life boy soap, colgate tooth paste, etc. @ust li#e
slogan in print medium, music and songs play mesmerie the listeners. "usic act as
headline function in print media and songs elaborate the product as done by body copy.
(ow to write ad copy
A copy writer should be constantly guided by the various stages in the sales process so as
to be able to move the consumers mind to a favorable decision by creating the right as
copy. These six stages of the model are
1. awareness ) awareness about a product. That is the product is available in the mar#et.
!. #nowledge ) #nowledge about the product ) the usage etc
'. li#ing ) the ad and the product should be li#ed by the consumer
.. preference ) the ad copy should ma#e the audience to prefer out product
/. conviction ) people should have trust on the organiation
0. purchase ) the ad copy ma#e the audience to purchase the product.
Ad copy for radio
8hile writing copy for a radio commercial, one should ta#e into account the context
which the message will appear and the type of audience the particular A2+ station will
attract at that particular point in time. "ost radio commercials are recorded
announcements. These commercials are read from prepared scripts by professional
announcers, and may include special sound effects and music. These pre recorded
commercials may be in several formats.
1. s#it format ) is the use of a short play to hold audience attention and entertain them
while, at the same time, delivering the ad message.
!. testimonial format ) a movie stare or sports star may deliver the ad message,
mentioning that he too uses the product. This increases the believability of the ad
message.
'. problem%and%solution format ) the problem is first dramatically presented and e5ually
dramatically the solution is them given to impress upon the audience the efficacy of the
product.
.. musical commercial format ) the ad message is presented in the form of a song or
music to ma#e it sweeter, li#eable and memorable.

/. real%life%situation format ) dialogue between friends, mother and child, husband and
wife a retailer and his customer in a real%life situation is delivered, with bac#ground
sound effects to evo#e a realistic setting.
Ad copy for T-
6ome useful tips for writing T- copy
1. Always stic# to one selling idea
?eing a fast%paced medium which has to convey message in a matter of a few second, we
should restrict to one ma4or selling idea. ;iffused communication does not get across the
viewers.
!. 8henever possible, show the product in use
;emonstration of the product is one #ey advantage of T- and whenever possible product
should be shown in use.
'. Gse more visuals and less words
T- commercial is essentially a picture story. 2t should use minimum copy.
.. 6how the pac#age
*ither at the beginning or the middle or preferable at the end, the product and its pac#age
must be shown.
/. 9lose%ups
=roduct close%ups for sensory stimulation are used for ice%creams, chocolate bars etc.
0. >pening with a surprise
6ince only a few seconds are available we should arrest the attention of viewers by
introducing the first frame with an element of surprise.
1. @ingles
@ingles have great value for 2ndias audiences who li#e lyrics and melody. They are
useful to create brand awareness, and have a high re%call value.
3. "a#e actors tal#
The cast in the commercial should do most of the tal#ing. -> should be reserved for
some comments at the end.
D. 6upers
?rand nameJproduct benefit can be super%imposed on screen to reinforce the oral
message
1C. 2dentify the ?rand
2t is advisable to identify the advertised brand in the first 1C seconds. Later, the brand
name be repeated.
9A+ client%agency%relationship 1'/, 3C
Ad budget 1C1
T- audience survey 1!0
T+= 1!1