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Advertising Copy
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ACKNOWLEDGEMENT
I Srishti Saxena, a student of Bcom (H) was been given a
project work on Advertising. As if I am not so experienced
I have been working under the guidance of Mrs. Ruchika
Ramakrishnan, our Lecturer.
Srishti Saxena
BCOM (H) 3rd year
Shyamlal College( Day )
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ADVERTISING
Every day when we watch TV or read the newspaper, we come across advertisements.
Advertising persuades people to buy a certain product. It brings goods to the attention of
consumers.
People who are concerned with marketing deal with:
1. Market research
2. Product development
3. Promotion
1. MARKET RESEARCH
The main idea of market research is, to find out whether
a product is needed, whether people would buy it and what kind of people that are.
These people are called TARGET GROUP.
Market research is often carried out by specialist organizations, they make market
surveys and customer tests to find out preferences in design, quality, color and taste.
This information is used to decide whether to produce a product, how much it should
cost and how it should be promoted.
2. PRODUCT DEVELOPMENT
There are two ways of product development. On the one
hand the product-oriented companies and on the other hand the market-oriented
companies.
Product-oriented companies invest a lot of money and time in finding new or improved
goods to sell them on the market. This is a very risky form of product development,
because companies might not sell the new goods. So they lost a lot of money.
Market-oriented companies want to find out what is needed and then they try to develop
new ways of production or new goods.
3. PROMOTION
Promotion is very important because however good a product is, it
will not find any buyers, if no one knows about it.
If you want to sell a specialized product, all you have to do is to write to people or
companies, which are known to be interested or place an advertisement in a trade
magazine. If you are not able to do this yourself, you can instruct an advertising agency.
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They have the experts who can make a successful campaign. They know how, when
and where the message should be transmitted to reach most people of the target group.
At the beginning of production, advertising will inform you what a product is like where
you can get it and how much it costs. Later, it is necessary to persuade the people to
keep on buying or attract new customers to buy. Modern advertising uses language,
pictures, sound and colors to sell the products as well as possible.
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Advertising industry
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Advertising has a number of uses. Apart from promoting commercial goods, advertising
can also be used to educate and motivate the public about non-commercial issues such
as AIDS, deforestation, family planning, etc. It is a powerful media which is capable of
reaching to the far out masses. Now days we find many ads on the internet also. These
ads in most cases have been successfully in connecting the user with the information he
requires. To prevent complete commercialization of electronic media, some countries
have made it mandatory for broadcasters to air some advertisements related to
consumer interest. These public advertisements educate people of that country on a
number of social and moral issues.
Advantages
1. You know what the goods is for, and how to use it
2. You can compare products with different companies
3. You have choices to choose
4. Increases exposure for new or smaller companies, or for larger companies with new
or unestablished product lines.
5. It alerts consumers to products that may fill just the niche they need (which is why all
good advertising is targeted to a specific audience).
Disadvantages
1. You might be fooled
2. Might make the customers get more needs
3. Advertising is expensive and can therefore be a crapshoot if a company doesn't do
its research beforehand.
4. It can be intrusive or invasive (think telemarketers and poll-takers) and its
effectiveness can be diluted if the arena becomes saturated (think race cars; you see
a lot of stickers, but how many do you really NOTICE?).
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If you are ready to get the word out about your business, one of the steps that you need
to do is to select the right media where you will advertise and promote your business.
For a small business, every dollar is precious. Small businesses do not advertise for the
sake of advertising. Instead, they want to get the most return for their investment. Your
advertising campaign should translate to greater sales, more profits and healthier bottom
line.
While there are a number of venues where you can promote your business, you need to
ask three important questions:
An important step to developing your sales and marketing plan is to select the right
media to send out your message. There are no hard-and-fast rules as to which media is
better. The right media for one business may be wrong for another.
Below are the relative advantages and disadvantages of the advertising media most
frequently used by small businesses?
Newspapers. Newspapers are one of the traditional mediums used by businesses, both
big and small alike, to advertise their businesses.
Advantages
Disadvantages
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Advantages
• Allows for better targeting of audience, as you can choose magazine publications
that cater to your specific audience or whose editorial content specializes in topics
of interest to your audience.
• High reader involvement means that more attention will be paid to your
advertisement
• Better quality paper permits better color reproduction and full-color ads
• The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand
out
Disadvantages
• Long lead times mean that you have to make plans weeks or months in advance
• The slower lead time heightens the risk of your ad getting overtaken by events
• There is limited flexibility in terms of ad placement and format.
• Space and ad layout costs are higher
Yellow Pages. There are several forms of Yellow Pages that you can use to promote
and advertise your business. Aside from the traditional Yellow Pages supplied by phone
companies, you can also check out specialized directories targeted to specific markets
(e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases;
Audiotex or talking yellow pages; Internet directories containing national, local and
regional listings; and other services classified as Yellow Pages.
Advantages
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Disadvantages
• Pages can look cluttered, and your ad can easily get lost in the clutter
• Your ad is placed together with all your competitors
• Limited creativity in the ads, given the need to follow a pre-determined format
• Ads slow to reflect market changes
Radio
Advantages
• Radio is a universal medium enjoyed by people at one time or another during the
day, at home, at work, and even in the car.
• The vast array of radio program formats offers to efficiently target your advertising
dollars to narrowly defined segments of consumers most likely to respond to your
offer.
• Gives your business personality through the creation of campaigns using sounds
and voices
• Free creative help is often available
• Rates can generally be negotiated
• During the past ten years, radio rates have seen less inflation than those for other
media
Disadvantages
• Because radio listeners are spread over many stations, you may have to
advertise simultaneously on several stations to reach your target audience
• Listeners cannot go back to your ads to go over important points
• Ads are an interruption in the entertainment. Because of this, a radio ad may
require multiple exposure to break through the listener's "tune-out" factor and
ensure message retention
• Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention
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Television
Advantages
Disadvantages
• Message is temporary, and may require multiple exposure for the ad to rise above
the clutter
• Ads on network affiliates are concentrated in local news broadcasts and station
breaks
• Preferred ad times are often sold out far in advance
• Limited length of exposure, as most ads are only thirty seconds long or less,
which limits the amount of information you can communicate
• Relatively expensive in terms of creative, production and airtime costs
Advantages
• Provides a venue where you can easily interact with the prospect, answering any
questions or concerns they may have about your product or service.
• It's easy to prospect and find the right person to talk to.
• It's cost-effective compared to direct sales.
• Results are highly measurable.
• You can get a lot of information across if your script is properly structured.
• If outsourcing, set-up cost is minimal
• Increased efficiency since you can reach many more prospects by phone than
you can with in-person sales calls.
• Great tool to improve relationship and maintain contact with existing customers,
as well as to introduce new products to them
• Makes it easy to expand sales territory as the phone allows you to call local,
national and even global prospects.
Disadvantages
Specialty Advertising. This kind of advertising entails the use of imprinted, useful, or
decorative products called advertising specialties, such as key chains, computer mouse,
mugs, etc. These articles are distributed for free; recipients need not purchase or make
a contribution to receive these items.
Advantages
• Flexibility of use
• High selectivity factor as these items can be distributed only to the target market.
• If done well, target audience may decide to keep the items, hence promoting long
retention and constant exposure
• Availability of wide range of inexpensive items that can be purchased at a low
price.
• They can create instant awareness.
• They can generate goodwill in receiver
• The items can be used to supplement other promotional efforts and media (e.g.
distributed during trade shows).
Disadvantages
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Objectives of Advertising
This is very first step in planning an advertising campaign is to define
the objectives which advertising is intended to achieve. According to
S. Majaro (“Advertising by objectives” Management Today, January
1970), ‘Advertising by objectives’ as the following advantages:
• It helps integrate the advertising efforts with other marketing mix
elements leading to a consistent, logical marketing plan.
• It helps the advertising agency prepare and evaluate relevant plans
and also recommend appropriate media.
• It assists in determining advertising budgets.
• It aids the appraisal of advertising plans and enables controls over
activities to be maintained by top management.
• It permits meaningful management of advertising effectiveness.
• It ensures that management is aware of the purpose and contents of
advertising.
Communication Objectives:
To create awareness
To develop comprehension
To create conviction
To create desire
To secure action
Marketing Objectives:
To increase sales
To develop brand equity
To increase market share
To enter new markets
To build goodwill
To introduce new products
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Criticism of Advertising
Is Advertising a Social Waste
Several objectives have been raised against advertising and some people criticize advertising as a
social waste.
The main points of criticism are as follows:
♠ Higher Prices:
It argued the large amounts spent on advertising increase the cost of distribution
which is transferred to customers in the form of higher prices. This objection may be true in case
of inelastic demand when advertising merely transfers demand from one producer to another. But
effective advertising often creates demand and increase the scale of production. Large scale
operations result in lower costs and lower prices.
♠ Wasteful Consumption:
Advertising multiplies the needs of people and encouraged unhealthy
consumption. By exploiting human sentiments, it persuades people to buy products which they do
not need or cannot afford. Advertising promotes artificial; living and extravagance and create
demand for trivial goods.
♠ Misleads the consumer:
It is said that advertising is often deceptive and misrepresents facts to the
consumer. Exaggerated or tall claims and flowery language are used to dupe unwary consumers.
They are induced or defrauded through bogus testimonials and false comparisons to buy goods of
doubtful values. Advertising by its nature is not objective or neutral and lack of accuracy causes
much concern.
♠ Creates Monopoly:
Advertising creates brand loyalty and restricts free competition by creating barriers
to entry. Large firms which can afford huge amount of money on advertising eliminate small
firms by creating brand monopoly. Advertising thus encourage the survival of the mightiest rather
than the best. But advertising creates only a temporary brand monopoly as often some time other
brands offer competition.
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ADVERTISING MEDIA
The best times for commercials are the times at which people wait for something special
like the news or sports. At these times advertising can be very successful, but it is also
very expensive.
• TV-COMMERCIALS
TV is one of the most powerful advertising medium, because you
can get very detailed information about a product. Depending on your target group you
have to decide the time, when your spot shall be shown. It is not useful broadcasting an
ad about cars in the children’s programmes because this is not your target group, they
cannot buy a car.
In the afternoon there are many films on TV, which are interrupted regularly. At that time
advertising can be very expensive. In fact, TV-adverts have a strange impact. You might
have noticed how well you can remember slogans long after the spot is over.
• PRINTED ADVERTISING
The prices for full-page-adverts in national newspapers are roughly the same as for TV
spots, but you can also place smaller adverts in the print media. In local newspapers you
only pay a few pounds.
The problem of adverts in newspapers and magazines is that they can attract the
reader’s eyes only.
DIRECT MAILING
Direct mailing is another form of advertising. The companies get a list of names and
address a send leaflets to those people who might be interested in their products. Some
people find this direct mailing irritating, wasteful and unsightly, so the leaflets land in the
rubbish bin.
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Types of Advertising
Advertising
Geographi Subjec
Target Impac
cal t
Group t
Coverage Matter
Product Primary
Consum Demand
Local
er
Region Secondary
Industri Demand
al Service
al
Institution
al
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Consumer Advertising
Industrial Advertising
Trade Advertising
Professional Advertising
Institutional Advertising
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Local Advertising
Retailers, cinema theaters and other small firms generally undertake local
advertising. For examples, shoppers’ stop invites customers to feel the shopping experience. The
advertisement is targeted at people in particular city or town. Newspapers, hoarding, radio and
TV are the main media used for local advertising. It is also called retail advertising.
Regional Advertising
National Advertising
International Advertising
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Product Advertising
Such advertising is done to promote the sale of a tangible product, e.g., Ball
pen, lipstick, washing machine, jeans, car, etc.
Service Advertising
This type of advertising attempts to promote the sale of services which are
intangible, inseparable, and perishable. Advertisements by banks, hotels, airlines, beauty parlors.
Slimming centers, etc. fall in this category. Service advertising has expanded considerably with
the rapid growth of the service sector on our country. Financial advertising is done by companies
to sell their shares and debentures and by mutual funds is a part of service advertising. Personal
advertisements relating to matrimony, greetings, obituary, etc. can also be included in service
adverting.
Idea Advertising
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Primary demand means the demand for a class of products and not demand
for a particular brand. Primary demand advertising is done to inculcate the habit for a particular
class of product. Generally, the sponsors of such advertising are either the firm which first of all
introduces the product or a trade association. For example, Brooke Bond and Lipton advertised to
inculcate tea and coffee drinking in India.
This type of advertising aims to simulate the demand for a particular brad
of the product. While primary demand advertising tries to convert the non-users into users,
selective demand advertising attempts to convert the users of brand ‘A’ into the users of brand
‘B’. In such advertising, the advertisers highlight some unique features and benefits of his brand.
For example, ABN Amro bank highlights in its advertisement that ABN Amro is the only credit
card which pays immediate cash back.
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Rediffusion-DY&R:
This Advertising Company of India has made a benchmark in the field of creativity.
India's 5th largest advertising company is Rediffusion. This advertising agency offers a
wide array of integrated pr services for external and internal communications. The
primary strength of the company lies in the media relations.
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lives of masses. The testimony of the company in which it firmly believes is the
campaign of Coca -cola-'Thanda Matlab Coca Cola'.
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Dabur India
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Advertising Budget
Definition:
Money set aside by the advertiser to pay for advertising. There are a
variety of methods for determining the most desirable size of an advertising
budget.
One of the most important considerations you should have when advertising your
product or service is your budget. Your advertising budget can literally make or break
your business, so it is extremely important to get the most out of your advertising
dollars. Here are some tips.
Advertising your business usually costs money, however, you don’t have to break the
bank. There are plenty of ways to reach your market that is beneficial to your budget
and will help expand your bottom line.
It is important to note a big budget used carelessly could be just as bad as having too
small a budget. In order to effectively research different types of advertisings, you will
need to experiment and research which types of advertising are best for your business.
Make sure you have enough money to try out a few advertising venues.
Many entrepreneurs try to shock and awe their market, by spending as much as they
can in a short period of time, this tactic rarely works. Your business needs to be in the
public eye generally for a long period of time for it to pick up steam. Building your
advertising campaign is similar to building your business, tweaking and analyzing it over
many months or years to make sure you are going in the right direction. If you are
planning on advertising your small business, keep in mind the importance of an
advertising budget.
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This treatment of advertising reduces the company’s reported profit and therefore limits
the number of new product launches a company can undertake in any one year.
The following are the five factors that are considered while setting the advertising
budget:
• Stage in the product life cycle: new products typically receive large advertising
budgets to build awareness and to gain consumers trial.
• Market share and consumer base: the brands having a high market share
usually require less advertising expenditure whereas for products whose brand
needs to be built, requires larger advertising expenditure.
• Competition and clutter: In today’s competitive market, where there are a large
number of competitors, a brand must advertise heavily to be heard.
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• Best Guess – Companies entering new markets often lack knowledge of how
much advertising is needed to achieve their objectives. In cases where the market
is not well understood, marketers may rely on their best judgment (i.e.,
executive’s experience) of what the advertising budget should be.
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Some Advertisements
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