Commnication and addvertising:

Commnication process : In general, communication is how people exchange

meaningful information. Models that reflect how communication occurs often include the
elements shown below:

http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/thecommunication-process/

For communication to occur there must be at least two participants:

Message Source The source of communication is the party intending to

convey information to another party. The message source can be an
individual (e.g., salesperson) or an organization (e.g., through
advertising). In order to convey a message, the source must engage in
message encoding, which involves mental and physical processes
necessary to construct a message in order to reach a desired goal (i.e.,
convey meaningful information). This undertaking consists of using
sensory stimuli, such as visuals (e.g., words, symbols, images), sounds
(e.g., spoken word), and scents (e.g., fragrance) to convey a message.
Message Receiver The receiver of communication is the intended
target of a message sources efforts. For a message to be understood
the receiver must decode the message by undertaking mental and
physical processes necessary to give meaning to the message. Clearly,

a message can only be decoded if the receiver is actually exposed to

the message.
Communication takes place in the form of a message that is exchanged
between a source and receiver. A message can be shaped using one or a
combination of sensory stimuli that work together to convey meaning that
meets the objectives of the sender. The sender uses a transmission medium
to send the message. In marketing the medium may include the use of
different media outlets (e.g., Internet, television, radio, print), promotion-only
outlets (e.g., postal mail, billboards), and person-to-person contact (e.g.,
salespeople).
Additionally, communication can be improved if there is a two-way flow of
information in the form of a feedback channel. This occurs if the message
receiver is able to respond, often quickly, to the message source. In this way,
the original message receiver now becomes the message source and the
communication process begins again.
COMMNICATION AND ADDVERTISNG :

Addvertising is the first and formost process of commincation.the process of

getting an idea from one person to another is extremaly complex.
Commnication in addvertising occur in circular route between source and
audience. The addvertiser that genrates the idea is the source of the
commincation, the idea to be commnicated is the message and the source
encodes that message translating it into signals , words or images that can
be understood by the audience. The person receive the encoded message
and the medium carry the encoded message to the audience. The audience
paly a vital role in the comminaction process because when people receive
the message they must interpert the meaning by a process called
decoding(bovee and thill,1998) date accssed 27 june,2010
Addvertising in paksitani context: Advertising is an institution which
interprets the want-satisfying qualities of products, services and ideas in
terms of the wants and needs of consumers. The participants of advertising
communication are a copywriter and an audience. The first category is
usually represented by an advertising agency, where a group of people
works on the production of a certain message on behalf of the advertiser.
Behind the second category also stand a group people, or audience, who
usually by chance are exposed to advertising from different sources.

The most important distinction of medium is between speech and writing.

However, under this heading such types of media as television, radio, print
can be specified. Furthermore, print advertising can be presented in form of
newspaper messages, billboards, special advertising brochures etc. Each
type has its own advantages, available facilities and flaws.
Now during an advertisement communication model the adviser gives his
idea to the advertising agency. In the encoding phase, advertising agency
uses the media mix to create an ad. When the message is delivered then
target audience gets the idea, understands it and give feedback. Therefore,
different strategies are used by the advertising agencies to make the
communication process effective. For example, through the applicationof
appealing music in the video etc

New trends in addvertising:

Addvertising is the paid nonpersonal comminication of information about the
products or ideas by an identified sponsor through mass madia an effort to
persuade or influence bahviour. Addvertising comminicate information about
the products or ideas (bovee and thill,1998)

There are three goals of advertising. These goals are to: Inform, Persuade,
and Remind.
Looking into the history of advertising, sellers had been using different
communication media to inform buyers about their products and services.
Even in the ruins of ancient Arabia and Egypt, commercial messages and
political campaign messages have been found. Wall or Rock painting for

commercial advertising can be traced back to Indian rock art painting that
date back to 4000 BC
Trends in addvertising is changing day by day and the competition is going
tough day by day . marketrs are trying to reached the terget audience and
are trying to find in effective way of addvertising. Addvertising is changing
rapidaly in old time it was sufficient to make addvertisiment through radio
and television so due to change in technology the trends in addvertisng is
also changed.(articlebase.com) date accssed 27th june,2010
With the advent of new technology, newer and innovative trends are
introduced in the field of advertising. Today firms and organizations use
every major medium to deliver their messages, including television,
newspapers, magazines, radio, video games, movies, billboards, E-medium
and lots of below the line techniques.following are the some of the new
trends which are discussed below
Ambiant addvertising:It refers to almost any kind of advertising that occurs

in some non-standard medium outside the home. Examples are messages on

the backs of car park receipts and at the bottom of golf holes, on hanging
straps in railway carriages, on the handles of supermarket trolleys, and on
the sides of egg cartons (worldwidewords.com) date accssed 27th june,2010
If we talk specifically in context to
Peshawar region, this form of
advertisement is used by R-Sheen, Al-Hamra Academy, along with most of
the private hostels, and much of the small business operating form this
region which advertise on every thing they can lay their hands on!

Ambiant addvertising source worldwidewords.com

Shealth addvertising:Marketers are moving away from the traditional use

of celebrities as product hucksters, since a cynical public no longer believes
that celebrities actually use the products they endorse in commercials. The
trend now is to brand celebrities with specific merchandise by having them
use or wear products in public appearances or promote them in media
interviewswithout making it clear that the celebrities are paid
spokespeople.(mediaawareness.com) date accssed 27th june,2010
The trend of stealth advertising is more visible in Western countries. There
are two main reasons for the increase of this type of advertising are:
It is more effective in a sense that the public are more convinced by
the superiority of the product as compared to its competitors when it
sees a high profile celebrity using the brand.
The invention of DVRs has allowed the viewers to skip adverts is seen
as one of their biggest benefit of this device, and thus the advertisers
have to find other ways to promote their product, and the stealth
advertising is the best way to do it.
In Pakistan, this trend has been used for a long time in Cricket, where players
have mainly used bats of a specific company to promote it. The famous CA
bats used by Inzimam-ul-Haq or the bats of Ahsan Sports used by Waseem
Akram can be regarded as stealth advertisement whereby these players
advertised the respective companies of sports goods.

Sorce( middlepag.com) shealth ads CA bat BY inzimam

Tergated addvertising:Targeted ads are a form of Internet marketing.

Using sophisticated data collecting technologies, Web sites can combine a
user's personal information with surfing preferences to create ads that are
specifically tailored for that user.

Digital advertising:

by using computer technology to add products to scenes

that were never there to begin with. This practice is common in sporting
events coverage, where ads are digitally inserted onto the billboards,
sideboards and playing surfaces in arenas and stadiums. while digital ads are
mainly used in sports coverage, virtual advertising is starting to break into
the entertainment world as producers digitally insert products into TV scenes

after the scenes are shot.

Surce( mediaawarness.com)

Online internet addvertising:many companies are now using online

addvertisng its a form of BTL techniques that use world wide web in order to
deliver the important messages regarding products or services to the
customer and the customer are also attrracted from this addvertisng. Its
effeictve media marketers are now more focusing on this media .
in pakistan this medium is used by different organization to commincate
their message and also by using this media they can reached to terget
audience. the social media such as Facbook and Twitter are famouse in
paksitan and most of teens are using the social network now dayz telecom
industries ufone,moobili In Peshawar, ICMS has used internet advertising on
yahoo, apnasp. com, and funmazza.com etc

jaaz ads on facebook sorce facebook.com

in game addvertising:This type of advertising is getting popular all over

the world and it targets mostly young people. It refers to the use of computer
and video games as a medium in which to deliver advertising. Many
international companies advertise their products through this type of
advertising to promote its products and increase its sales

Source (wiiki.com ) An adidas billboard is displayed in the foreground of the 1994

computer game FIFA International Soccer

Animated addvertising:With the rapid advancement in computer,

graphics, and animation technology, more and moe advertisers are using this
media for advertising their products. Animation and television have been
linked from the beginning. It's been said that the first image ever broadcast
was a picture of Felix the Cat. With the medium literally starting with

animation it should be no surprise that animated commercials were an early

stable of television broadcasting
This trend is growing as more and more organizations are advertising their 2
dimensional and 3 dimensional as it is becoming relatively less expensive to
animate than t was in the past.The trend of animated advertisements is
more common in advertisements for children.In Pakistan, animated
advertisements have been used by Ding Dong bubble, the Commander
Safeguard and 7Up etc.

Source

Animated add of dingdong

Trends in pakistani adds

There are some existing, and emerging trends in Pakistani ads which has a
general pattern. Some of them are discussed along with their examples as
below;
The message, features, and even the slogans of a product are
conveyed in the advertisements in the language of songs and/or
poetry. This trend can be observed red in almost all the cellular service
providers however; some organizations are turning away from this
trend as it is slowly loosing its effectiveness. Ufone has turned away
from this trend in advertisements and Zong, has even criticized this
trend within its advertisement.
Humor is an emerging trend in TV advertisement in Pakistan; Ufone
has started its advertising campaign based on humor by the parody of
Indian Soap Operas. Trend Mobile is also using basing its advertising
campaign on humor/

 Hiring high profile actors, Models, Singers and Cricket Stars is a trend
used by many organizations in Pakistan. Telecommunication Industry is
in the lead in this trend.
Using teaser ads is an emerging trend of advertisement in Pakistan
used by Telenor when it launched D-Juice package, also used by China
Mobile when it launched Zong in Pakistan.
Advertisement on locally operated Cable TV service providers by small
and locally administered business is an emerging trend that is growing
rapidly due to less cost. Locally administered small business like RSheen, Karigar, and Surkhab Centre etc are in the lead in advertising
on Cable TV.

AIDA model :
The traditional conceptual model for creating any advertising or marketing
communications message is the AIDA Model: get Attention, hold Interest,
arouse Desire, and then obtain Action.

The AIDA Model (davedolak.com)

In Strong's AIDA model the stages of selling are Attention, Interest, Desire,
Action. Strong claims that advertising can move a product one step along
the chain.This theory is based on the premise that during a sales

presentation, the prospect consciously goes through four different stages:

Attention, Interest, Desire and Action. The components of this theory believe
that the salesperson should design his presentation in such a manner which
takes care of all these stages of the process of selling. The details of
these components
are
as
follows:
A: Attention:The salesperson should attract the prospect to his
presentation before he actually goes into the details of the same. This is to
ensure that the prospect becomes receptive to the presentation.
Here the need for securing attention is must. It's a fact that usually
the prospect may be busy in his routine jobs or daily assignments. Thus,
before meeting the salesperson, the prospect's mind may be engaged in
something other than the concerned product, about which the salesperson in
going to talk Unless the salesperson involves the prospect's mind in the
presentation, his total effort may go unnoticed or unregistered. Drawing the
prospect's attention, therefore, is as good as to detach him from other
assignments and involving him in the presentation, both physically and
mentally, so as to gain maximum from the sales meeting.
I: Interest:Once the salesperson has successfully gained the prospect's
attention, he should maintain the interest of the prospect throughout the
presentation.The salesperson should be aware of the interest likes, dislikes,
attitude and motivation of the prospect and should proceed with the
presentation,
keeping
in
view
all
the
factors.
D: Desire:To create a strong desire in the prospect's mind to purchase his
product is the next important step. The salesperson should consciously try to
bring the prospect into this stage of readiness on the point of buying his
product. He should concentrate on projecting the benefits of his product to
the prospect. He should go even to the extent of presenting benefits
according
to
the
motivation
of
the
prospect.
The salesperson should also be prepared to anticipate the resistance to his
sales presentation in terms of objections or questions from the prospect. Not
only that, he should be prepared with several answers and explanations to
the
anticipated
objections.
A: Action:Once the salesperson has been successful in taking his prospect
through the three stages, he should induce them into actually buying the
product. Sometimes even after going through the three stages of Attention,
Interest and Desire; the prospect may still have some doubt or some
disinterest which will stop him from taking the final decision of actually
buying the product. Hence, it becomes an important task for the salesperson
to
help
his
prospect
in
taking
the
final
decision.
At this stage; the salesperson tries to push the prospect into a situation to

take a decision; and the deal is closed skilfully and successfully. This is what
is expected of a salesperson in this stage.
(blurtit.com) date
th

accssed 29 june,2010
Example:. A single campaign can either grasp attention for a new product;
raise interest for an existing product; promote desire for a product; or
motivate immediate action to purchase the product. However, a single
campaign cannot move a product through all four stages at a single time. If
this is correct then an advertising campaign requires time and careful
planning. The advertiser must be aware of the stage that his product has
generally reached. The moral is that you cannot with a single advertising
campaign cause consumers to purchase an otherwise wholly unknown
product. You need four advertising campaigns to achieve this, and these
need to be spread out over time.

HIRRACHY OF EFFECT MODEL:

Among advertising theories, the hierarchy-of-effects model is predominant. It
shows clear steps of how advertising works.Hierarchy of effects Model can be
explained with the help of a pyramid. First the lower level objectives such as
awareness, knowledge or comprehension are accomplished. Subsequent
objectives may focus on moving prospects to higher levels in the pyramid to
elicit desired behavioral responses such as associating feelings with the
brand, trial, or regular use etc. it is easier to accomplish ad objectives
located at the base of the pyramid than the ones towards the top. The
percentage of prospective customers will decline as they move up the
pyramid towards more action
Awareness: If most of the target audience is unaware of the object, the
communicators task is to build awareness, perhaps just name recognition,
with simple messages repeating the product name. Consumers must become
aware of the brand. This isnt as straightforward as it seems. Capturing
someones attention doesnt mean they will notice the brand name. Thus,
the brand name needs to be made focal to get consumers to become aware.

Knowledge:The target audience might have product awareness but not

know much more; hence this stage involves creating brand knowledge. This
is where comprehension of the brand name and what it stands for become
important. What are the brands specific appeals, its benefits? In what way is
it different than competitors brands? Who is the target market? These are
the types of questions that must be answered if consumers are to achieve
the step of brand knowledge.
Liking: If target members know the product, how do they feel about it? If
the audience looks unfavourably towards the product to communicator has
to find out why. If the unfavorable view is based on real problems, a
communication campaigns alone cannot do the job. For product problem it is
necessary to first fix the problem and only then can you communicate its
renewed quality.
Preference:The target audience might like the product but not prefer it to
others. In this case, the communicator must try to build consumer
preference by promoting quality, value, performance and other features.
The communicator can check the campaigns success by measuring audience
preference before and after the campaign.
Conviction:A target audience might prefer a particular product but not
develop a conviction about buying it. The communicators job is to build
conviction among the target audience.
Purchase: Finally, some members of the target audience might have
conviction but not quite get around to making the purchase. They may wait
for more information or plan to act later. The communicator must need
these consumers to take the final step, perhaps by offering the product at a
low price, offering a premium, or letting consumers tried out. This is where
consumers make a move to actually search out information or purchase.
Thus advertising is thought to work and follow a certain sequence whereby
the prospect is moved through a series of stages in succession from
unawareness to the purchase of the product.
Advertising cannot induce immediate behavioural response, rather a series
of mental effects must occur with the fulfillment at each stage before

progress to the next stage is possible.oriented objectives, such as regular

brand use
(http://drypen.in/advertising/hierarchy-of-effects-model.html)

Maslows harrachy of needs:

Abraham Maslow developed the Hierarchy of Needs model in 1940-50's USA.
Maslow's Hierarchy of Needs remains valid today for understanding human
motivation and for management training. Maslow's original five-stage
Hierarchy of Needs model is attributable to Maslow; Each of us is motivated
by needs. Our most basic needs are inborn, having evolved over tens of
thousands of years. Abraham Maslow's Hierarchy of Needs helps to explain
how these needs motivate us all
Maslow's Hierarchy of Needs states that we must satisfy each need in turn,
starting with the first, which deals with the most obvious needs for survival
itself. Only when the lower order needs of physical and emotional well-being
are satisfied.
Maslow said that needs must be satisfied in the given order. Aims and drive
always shift to next higher order needs. Levels 1 to 4 are deficiency
motivators; level 5, and by implication 6 to 8, are growth motivators and
relatively rarely found.
Example: You can't motivate someone to achieve their sales target (level 4)
when they're having problems with their marriage (level 3). You can't expect
someone to work as a team member (level 3) when they're having their
house re-possessed (level 2).

Source (http://www.futurehi.net/docs/Maslows_Hierarchy.html)

Biological and Physiological needs : air, food, drink, shelter, warmth,

sex, sleep, etc.
Safety needs : protection from elements, security, order, law, limits,
stability, etc.
Belongingness and
relationships, etc.

Love

needs :

work

group,

family,

affection,

Esteem needs : self-esteem, achievement, mastery, independence, status,

dominance, prestige, managerial responsibility, etc.
Self-Actualization needs - realising personal potential, self-fulfillment,
seeking personal growth and peak experiences. (Businessballs.com)
Maslows theory and addvertising:
To help with training of Maslow's theory look for Maslow's Hierarchy of Needs
motivators in advertising. This is a great basis for Maslow and motivation
training exercises:
Biological and Physiological needs: wife/child-abuse help-lines, social
security benefits, Samaritans, roadside recovery.

Safety needs : home security products (alarms, etc), house an contents

insurance, life assurance, schools.
Belongingness and Love needs : dating and match-making services, chatlines, clubs and membership societies, Macdonalds, 'family' themes like the
old style Oxo stock cube ads.
Esteem needs : cosmetics, fast cars, home improvements, furniture,
fashion clothes, drinks, lifestyle products and services.
Self-Actualization needs :Open University, and that's about it; little else in
mainstream media because only 2% of population are self-actualizers, so
they don't constitute a very big part of the mainstream market.
(Businessballs.com)
Example Of An Advertising Campaign

As bank offers services such as: checking accounts, loans, safety deposit
boxes, brokerage accounts and a whole host of other services. However, in
this advertising campaign I want to focus on using Maslows Hierarchy of
Needs to develop a marketing campaign that is designed to attract new
customers looking to open a saving account.

Campaign -Encouraging parents to open a savings account for their

children.

Target Audience Current bank customers who are parents of

younger children.

Media Used In-branch posters, teller-helpers, small landing page on

website.

Three needs we will engage in this campgian such as saftey which will be
concerned about child financial future, love as we all love the kids so for
good future I do this and esteem the need of achivement and freedom of
client. The terget audience Next lets consider our prospect. Although we are
aiming at parents I find it is more effective for me to envision the actual
decision-maker when creating the campaign. . For this campaign, I envision
the mother as decision-maker, although Im sure many fathers walk their
kids to the bank to open their first account. For those father who are no long
in the comminity for example we will do four things that is

Acknowledge their alone-ness. (Esteem)

Acknowledge the importance of the decision. (Esteem)

Acknowledge the threat. (Safety)

Acknowledge the family (Love)

We will need to do this with our :

1. Headline
2. Photo
3. Subhead or Tag Line
4. Body Copy
5. Combination of all of these.

(funmarketer.com) date accssed 28th june,2010

How ufone is using humer on TVcs:

This was all started when Ufone was launched with tremendous packages
that actually were priced in such a way that even a middle class consumer
could easily go and buy a connection. With Faisal Qureshi, the mind behind
all the ads with humorous appeal, the ads were loved by the masses.
Ufone is still following that humorous appeal in their ads and they are
creating impression in a great manner. The message behind those ads is well
communicated. But have you noticed something ? Recently, Jazz and Zong
both are trying to follow the same approach
There are very few local ads that leave their mark on the mind of the viewer
instantly. Not that there arent good ads being made but for how long does
one recall them is still quite unpredictable. Some very nicely made ads also
lose their charm after being watched twice or thrice. And some can even
become annoying as they keep popping up on the screen again and again. At
times overspilling the message can be very harmful as well. But then there
are also quite a few commercials that slowly and gradually grow on to you
and then you just wait to hear or watch them.
Ufone wasnt coming up with any great commercials for sometime if we look
back in the last few years, while the rest of the telcos were doing their flashy

advertising. I just recalled one of the older Ufone ads of those times the
Ufone Public Demand ad with Meera, Gia Ali and Veena Malik. People
watched, stressed their eyeballs and harmones a bit and then forgot in
However, Ufone made a u-turn with Faisal Qureshis amazing concepts since
2008, which was probably the thing Ufone was looking out for.
Although, telecoms have so much money to spend that they are all coming
up with countless campaigns every now and then. At times, it is even difficult
to recall what the ad is all about. Or one just gets confused with the
packages being offered by one company and the other.
But, the series of ads Ufone has been coming up with for quite some time
now are a treat to watch. Its just not me, I have heard so many others within
media and outside media say the same. People actually wait for a Ufone ad,
especially the ending as each ad ends in a slightly different and humorous
way. Something that Pakistanis enjoy watching thoroughly.
The Ramzan ads were also quite fun to watch with Naveen as the model,
everybody loved watching the ad. The Ufone ad stood apart from the rest of
the ads promoting bachat offers in their own ways, again leaving its mark.
And then who can forget the Sab Se Sasti Call Ad of Ufone. People loved
the jingle and the way the entire ad was made. And the inspiration as well
which is pretty good too just in case anybody hasnt seen it before. It is very
rare to find good local adaptations of international ideas but then again it all
depends on how one picks the ideas and adapts them to their requirement
locally, which was done in a decent manner in the Ufone ad.
( Propakistan.com and pakmediablog.net) date accssed 27june,2010

Source sickplaylist.com

In this add there is good background music in this add there is a story of boy
and girl when the add starts hello salma its me faisal he said to girl now I
can call you any time beacause I have ufone connection and its charges are
half and low your call is free and then he laugh oyy line rent bhi nahe hai
heheh, and he was jumping with flower he was astonished when he heard
the voice she was the mother of salama and he said ohh soory wrong
number so this add is fulll of fun and humer but also ufone comminacte their
message that it have low charges as comapre to other networks so they
commincate their message in humerious way and also promote their produc
The another add which is about the ufone connection . in this add adeel
hasmi play the role of doctor and mehreen play the role pf patient so
mahreen compalin to doctor that my cell is not working and I canot listen or
tak onmy cell the doctor replay that dude there is problem with your
connection not your cell and he said that you should buy ufone or change the
sim into ufone by dilaling specific number which is 033 12361236 . so in this
add at the end doctor said to faisal qureshi what ur problem? He said sir I
have no problem I want a new connection of ufone

Source (Slackmediaplaylist.com)