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1)Scope of advertising

1. Element of Marketing Mix


Advertising is an important component of the promotion mix. Promotion mix in
turn is a component of marketing mix. Price, product, promotion and physical
distribution are the four main elements in a marketing mix. Unless the
promotion mix is effective, the other elements of marketing, viz., price, product
and physical distribution cannot achieve their respective objectives.
2. Promotion Mix
Advertising is an essential element in the promotion mix. Personal selling, sales
promotion, publicity and advertising are the four elements in the promotion
mix. Advertising has been considered as the most effective method of
promotion. For, it creates demand, stimulates sales, and reaches customers
quickly and effectively. An advertisement is mass communication, the other
media of promotion are individual communication or face-to-face
communication.
3. Mass Communication
Mass communication is the basic purpose of advertising. Advertising not merely
conveys information to only one person but to a very large group of persons who
may be expected to purchase the article. The mass communication media such
as radio, television, newspapers, billboards and magazines, etc., are used for
advertising purposes, even though print media have been adopted in many
countries for mass communication. Electronic media have now become more
popular for advertising purposes. Television is one of the most effective media
of advertising.
4. Messages
An advertisement carries a message which motivates and inspires customers to
purchase a particular product. It gives information on the attributes of the goods
and services advertised. The voice and sight combine together and make the
message very effective. The visual effect plays an important role in carrying the
messages, which is provided by advertising.

8. Element of control
The time, place, message and direction of advertising are controlled to make
them effective and purposive. The selection of the medium, message and time is
carefully done to achieve the most economical results.

9. Identifiable
Advertising is identifiable from the sponsor’s point of view as well as from the
point of view of audience. The message and presentation should be recognized
by customers.

2)Objectives of Advertising
1) Introduce a product The most common reason Advertising is used is to
introduce a new product in the market. This can be done by existing brands as well
as new brands. Have a look at the latest IPhone in the market or
a Samsung smartphone and you will find a lot of advertisement for these
new products. The objective of advertising here is to tell customers – “Here is
the new product we have launched”

2) Introduce a brand
There are many startups in the market today and many of them are services.
Services are generally marketed as a brand rather than marketing
their individual service product. Thus, Uber will market its own brand and
introduce that Uber has started servicing customers in a new market. Same goes
for Oracle or Accenture – Companies which market their brand and their presence
in the market rather than marketing an individual product.

3) Awareness creation
According to the AIDA model, the most important job of advertising is to get
attention which is nothing but Awareness creation. Advertising needs to capture
the attention of people and make them aware of the products or their features in
the market.

Example – Most of the Bank ads that you see are awareness campaigns. The ads
that advertise the benefits of savings / mutual funds or benefits on credit and debit
cards are all awareness creation ads.

4) Acquiring customers or Brand switching


One of the major objectives of advertising and the first objective of many
advertising campaigns is to acquire more customers. This is also known as making
the customers switch brands. This can happen by passing on a strong message so
that the potential customer leaves the brand which he is tied up with and comes to
your brand.

Example – Most telecom companies launch plans and strategies just to acquire
customers and then advertise these strategies in the market so that the customer
switches brands. There is hardly any differentiation in the telecom market – thus
advertising is a major way to acquire customers. The Vodafone Zoozoo campaign
was just that – Influence the customers and create passion in such a way that they
do brand switching,

5) Differentiation and value creation


A most important aspect of Advertising is to differentiate the product or the service
from those of the competitor. A customer can only differentiate between services
based on the value the firms provides over that of competitors.

If a competitor is just advertising the features, whereas your firm advertises the
promises and commitments that it will keep, naturally more customers will “trust”
your brand over others. This is the reason that advertising is used commonly to
create value and to differentiate one brand from another.

Coca cola, Toyota, Amazon are some of the most trusted brands in the market. It
is no doubt that these brands are also amongst the top advertisers in their respective
segments. These brands target value creation as well as differentiation via their
advertising campaigns.

4)Types of advertising

1) Online Advertising
Online advertising or digital advertising as a form in which the message is
conveyed via the internet. For every website ads are a major source of revenue.
Advertising online has become very popular in the last decade and has surpassed
the expectations of most of the advertising experts. 60% revenue of Google is
generated from ads and the same goes for Facebook.

Online advertising has become so effective that a particular ad can be targeted to


a specific person of specific age of a specific location on a specific time. In terms
of pricing advertising online is very cheap compared to all other forms of
advertising.

2) Television Ads
About a decade ago television was the most popular form of advertising. Events
like the super bowl, international cricket games, Olympics where the top
attractions for advertisers to advertise about their products. To some extent, it still
is effective for most advertisers but with the advent of online streaming of
television on mobiles, marketers have now moved from television to online as their
preferred advertising medium.

3) Ads in Theatres
The advertisements in movie theatres before all the movies start or during the
intimation are called movie ads. These are one of the costliest forms of advertising
since people cannot skip it change the channel or move away. Many of the
companies have started opting for movie ads since it ensures that the entire
message reaches the audience and unlike online advertising, the audience cannot
interfere till the advertisement is over. Movie ads are different from placement ads.

5) Radio
Radio advertisements are the ones that are broadcast it through radio waves and
heard on radios all over the place. These mostly consist of audible advertisements
or jingles. While some consider this to be an ineffective form of advertising there
are still many followers listen to the radio every morning.

Advertisement for almost every product can be found on the radio. Every single
feature and benefit of the product have to be explained on the radio, unlike other
sources where the customer can see the product for inside.

6) Print Advertising
Printing is the slowly decreasing form of advertising. There were days before the
evolution of television when printing was a major source of advertising and
considered to be one of the most effective media. But since the explosion of
television usage, print advertisements have taken a backseat.

The main disadvantage of print advertising is the shelf life of the ads is short .
However, because its reach is solid, Print advertising is one of the most expensive
and most effective types of advertising. Following are the few Print Types of
Advertising

0) E-mailers
While some have classified this under internet advertising E-mailers have gained
a separate category owing to the fact of personalization. The emails sent from
companies have a personalized message including a personalized greeting makes
E-mailers more effective than most of the forms of advertising. Companies work
hard so that mail reaches the inbox of the customer rather than junk mail and
thousands of dollars are spent to ensure that.

5)Functions of advertising
1. Advertisements increase sales
The main function of advertising is to increase the sales of the product of the
company by securing greater consumption, by attracting new buyers and by
introducing new uses for a commodity.
2. Advertising Persuades dealers to stock
Advertising persuades dealers to stock more advertised goods. It ensures wider
distribution of goods, even to remote places. Where a product is not in demand,
the advertisers directly contact their dealers to stock the goods and persuade the
consumers to buy their goods through advertisements.

3. Advertising assists dealers to liquidate stock


Advertising not only assists the producer or advertiser, but also helps dealers
(wholesalers and retailers) to sell the advertised goods. Thus, wholesalers and
retailers are able to clear their shelves speedily resulting in higher profits. This
is all possible due to effective advertising.
4. Advertising increases per-capita use
Advertising may tend to increase the per capita use of commodity by repeating
the product features and its uses constantly. Advertising is effectively used to
increase the per capita consumption by describing new uses of articles that may
never have been thought of by the general user.

5. Advertising recognizes quality


Advertising brings goodwill for the producer. If a producer has been recognized
for bringing out quality products, his new product in the same line or new model
will be well received by the public.

7. Advertisements eliminate seasonal fluctuations


One of the primary functions of the advertisements is to eliminate or lessen the
seasonal fluctuations for the seasonal products by describing their various uses
during off season. For example, by advertising, the use of refrigerators all the
year round has been highlighted to people.

8. Advertising creates demand


Competitive advertising of two or more manufacturers in the same field expands
market and creates more business for them. It creates demand for the
product and not merely for a particular brand. For example, a lap-top computer
is widely recommended and vigorously suggested through advertisements,
highlighting its advantages. It ultimately results in more such computers being
sold.
6)Functions of advertising department
Business
The newspaper advertising department plays an important role in helping small
businesses market their products and services. According to Professional
Advertising, 57 percent of adults in the United States read a daily newspaper, and
newspapers get the biggest share of advertising revenue in the country. Over 85
percent of newspaper advertising expenditure is accounted for by local
advertisers.
Classified
Many advertisements in a newspaper are small, low in cost and generally consist
of text only, although some may include the use of photographs. These are
known as classified advertisements and they are published in a special section of
the newspaper under different headings or classifications. The advertising
department takes orders for classified advertisements via telephone, email or the
Internet, and processes the orders for publication on an agreed-upon date.
Design
Advertisements that appear within the editorial sections of a newspaper are
known as display advertisements. Generally, they include photographs or
illustrations as well as text. The advertising department may offer design services
to advertisers who do not have their own facilities or do not use an advertising
agency; an in-house graphic designer will create and write an advertisement to
suit the space the advertiser has purchased.
Media Data
Providing media data to advertisers is an important function of the advertising
department. Media data includes the circulation of the newspaper, its frequency
of publication, geographical coverage and a profile of its readership based on
audience research. The department also produces a rate card that lists the costs of
different sizes of advertisements, together with discounts available for multiple
bookings. Advertisers and advertising agencies use media data and rate cards to
plan their advertising campaigns. They choose a medium, such as a newspaper or
magazine, that reaches the largest proportion of their target audience for the
lowest cost.
Features
Advertising departments work with editorial teams to develop special features
that will attract advertisers. An example is a feature on home improvements
where the editorial content would include a series of articles on decorating,
furniture placement and small building projects. The advertising department
contacts suppliers of relevant products and services, inviting them to advertise in
the feature and emphasizing the benefits of the editorial environment.
Relationships
To encourage customers to become regular advertisers, advertising departments
call or visit businesses or advertising agencies to discuss their advertising
requirements. Advertising departments also help small businesses plan
advertising campaigns. Sales representatives often meet with advertisers to
discuss their business objectives and recommend the best way to use the
newspaper to advertise their products and services. Advertising departments may
also offer special deals or discounts to high-profile advertisers that they wish to
attract to the newspaper.
7)Functions of Advertising Agencies
1. Advertising Plan
Advertising agency either prepares or helps in preparing advertising plans and
programmes for its clients. Preparing an advertising plan needs concerted
efforts and investigative information. In performing this function, the agency
should have full information about the products. It may pertain to

a. the product’s positive aspects,


b. past record,
c. its position in the competitive market, and
d. competitors’ negative aspects, strengths and weaknesses.
2. Creation and Execution
An advertising plan, prepared by the advertising agency will be sent to the
advertiser for approval. Once approved, its execution is normally assigned to the
agency. The agency enters into contracts with the suitable media and the stage
is set for creating an effective advertisement to suit the advertising media. Copy
will be written, layouts are made, illustrations are drawn or photographed;
commercials are produced, advertising messages are prepared. Billing for
service space is done.
3. Co-ordination
Coordination is another important function of an advertising agency. It has to
ensure a proper coordination between the clients, sales force and the
distribution network to ensure long-run success of the advertising programme.
The goal of the advertising programme must be to assist the efforts of sales
persons, distributors and retailers to maximize sales for the client. Many
agencies also render special services in such areas as market research, publicity,
preparation of product literature, etc.
4. Research
Research may enable them to make stronger presentation to their clients. It may
help the copy and art personnel, to create better advertisements for their clients.

5. Mechanical production
The function of this department is to transform copy, illustrations and layout
into a satisfactory printed advertisement. Obviously, this department interacts
closely with the copy and art directors.

6. Traffic
In an advertising agency, the term tragic refers to scheduling and control. This
department sets up a work schedule and a routing sequence for each
advertisement, and then supervises its progress through various stages in the
agency.

Once an advertisement is prepared, it is forwarded to the media which will carry


it. It can happen only after copy, illustration, mechanical production and client’s
approval are on schedule. Where there is no separate traffic department in an
advertising agency, the duty is assigned to the production manager or the
account executive.

7. Accounting
The common assignments of the accounting department of an agency include —
to check the appearance of advertisements in media, to check media invoices
against release orders; to pay media bills; to bill clients and collect from them;
to look after such matters as records, book-keeping, and other office routines.
8. Public Relations
The fundamental objective of this department is to build and maintain goodwill
with the cross sections of public. The tools used in communicating with the
public are corporate advertising and publicity. The main job of this department
is to build stronger relations with clients and the various sections of the public
— customers, employees, middlemen and shareholders.

Unit 2

1)Objectives of advertising copy

Credibility- An ad copy must focus on the credibility or the reliability of the ad.
The copywriters should essentially flaunt an element of reliability in the ad so
that the consumers are convinced to go ahead with the product. The credibility of
an advertisement is the extent of honesty in the ad message. Misleading and
misinterpreted ads harm the reputation of the selling house.
Attention- The keywords, punch lines or phrases that seize the attention of the
potential consumers or some component in the ad that attracts the target audience
is essential in a good advertising copy.
Assurance of benefit– An advertisement copy must contain some promise of the
benefits that the product offers if the consumer purchases and uses the product.
Brief and clear- An ad copy must be brief and clear, i.e. it must be to the point.
It doesn’t mean that the copy must omit the important elements of the ad. A clear
copy is easy and quick to be read by the readers. It is self-explanatory, definite,
and precise. Clarity makes way for interpretation.
Apt and conforming- The copy must be apt and must match the needs of the
prospects. A copywriter has to use the most suitable USP. Every ad copy must
meet the conforming standards and rules acceptable to the advertising media and
the laws of the land. A copy that offends the morality challenges religious beliefs
of the people is not welcomed by any media.
2)Attributes of effective adv copy
1. It is brief:
Brevity is the soul of wit. Most readers are interested in shorter
advertisements. Being brief is not dropping words or chopping sentences. It is
the meticulous work of eliminating and substituting the words without
jeopardizing the meaning. It cuts to the core; it is to the point to cover all.

2. It is clear:
A clear copy is one which is easily and quickly read and grasped by the readers.
It is unambiguous and self- explaining. It is one that clicks fast. Clarity gives
clue to interpretation. The manner in which a copy is interpreted is dependent
on factors like local traditions habits, customs and nationality. Clarity is
adjusted to these points.

3. It is apt:
A copy is apt that matches to the needs and counts of the prospects. Writing an
apt copy is the art of putting in the words that create strong desire to possess
the product where the product features or the qualities satisfy the consumers’
desire to possess. Copy writer is to place himself in the position of a customer
to make it apt. He is to use the most suitable USP.
4. It is personal:
A personal copy is specific where generality is dismissed to do away with
ambiguity. A personalised copy is centred on the prospect. It presents
something of interest to the prospect. It is an individualised appeal copy. It is
written from ‘prospect’ to ‘product’ rather than ‘product’ to ‘prospect’. The
copy has ‘you attitude’.

5. It is honest:
Credibility or believability of an advertisement message is decided by the
extent of honesty. An ad to be good must be truthful. Misleading and mis-
presented facts made in the copy only damage the reputation of selling house.

One of the surest ways of winning the hearts of the consumers is to be honest.
‘Honesty’, here, implies ‘commercial honesty’ and not the ‘judicial’.

6. It is conforming:
ADVERTISEMENTS:

Every ad copy is to conform to standards, rules and regulations acceptable to


the advertising media and the laws of the land. Anywhere in the world, no copy
is acceptable to any media that offends the morality, declines decency and
ravages religious susceptibilities of people.

That is why; we have not come across ads on cigarettes and alcohols on radio
and television. No advertiser can violate the provisions of the Act of Names
and Emblems, Drugs Acts of 1940, 50, and 54.

3)The types of advertisement copies:


1. Institutional Copy:
Institutional Copy neither sells nor the products neither the service but the
name of the business house. The aim is to build the sound edifice of reputation
for the selling house. It seeks to build goodwill through its philosophy,
objectives, and policies towards public so that the prospects remember it.
2. Reason Why Copy:
Reason Why Copy offers reasons as to why the customer is expected to buy a
product or service of the advertiser. It appeals straight to the intellect or the
judgment of an individual than emotion or impulses. It attempts to prove the
product superiority by means of evidences in the forms of performance test,
records, testimonials, guarantees and the like.

3. Human Interest Copy:


Human Interest Copy appeals to the emotional and the senses than intellect
and the judgment, sympathy, affection, love, fear, humour, curiosity and other
emotional appeals are used to the sense of sight, touch, taste, smell and
hearing.

It tells about the product in relation to the people instead of conforming to the
facts about the products. It takes several forms of which four are very
significant namely, ‘fear’, ‘humorous’, ‘story’ and ‘predicament’ copy.

4. Suggestive Copy:
Suggestive Copy tries to suggest or pinpoint or convey the message of the
advertiser directly or indirectly to the readers. Much is left to the reader to
infer the ad message. Like a poem, suggestive language is freely used where the
hidden meaning is to be picked by the readers. Such copy can be ‘direct’ or
‘indirect’ suggestive copy. The first tells directly about the products or services
of the company while the latter does indirectly.

5. Expository Copy:
Expository Copy is open copy that exposes unlike suggestive copy. It is so open
that the facts are given in very simple and clear way so that there is no need for
interpretation. The information given is so clear and concise that hardly it
taxes the reader’s brain. It makes possible effortless grasp and act
4)Functions of an Advertisement Layout
1. Balance:
Balance in advertisement is related with the weight distribution. It involves
location of sizes, shapes, and tones in relation to the optic centre. Balance is
the relationship that exists between right and the left hand sides of an ad.

ADVERTISEMENTS:

Balance in ad layout is achieved by combining the elements in terms of size


and weight. Weight means the brightness or the darkness of shade. This
balance may be formal or it may be informal.

2. Rhythm:
Rhythm governs the movement of the eye from one part of the design to
another. Movement provides dynamism. Some people call this principle of
rhythm as that of ‘movement’ or ‘gaze motion’ or ‘sequence’.

Here, the movement is the principle of design that carries the reader’s eyes
from element to element in the sequence desired for the effective
communication of the ad message. Eye direction is achieved by mechanical
devices like pointing figures, dangling leg lines, arrows dotted line,
special shading and so on.
3. Emphasis:
Emphasis or contrast emphasizes the important elements of an advertisement
to make it outstanding and enchanting. Emphasis is achieved through contrast
and contrast is the difference. Contrast is possible by variation in size, shape,
tone, type-style, colour and the density of the elements including the close-up
shots.

The other ways of contrast are isolation and radiation. Emphasizing does not
mean over or under emphasizing but just giving true position and the
contribution.
4. Proportion: Proportion implies the ratio of length to width. It has bearing
on size and shape of the masses given in an ad. It speaks of the relationship of
the elements of an ad to each other and to the back-ground in which they
appear.

There is close relation between the principles of proportion and that of


balance. Anything in proportion is certainly pleasing to the eyes and appealing
to the brain. Proper proportion avoids sameness and monotony.

5. Unity:
Unity means union of all the elements in the layout to produce the effects of
homogenous whole and each part supports and reinforces another. Unity is
oneness providing cohesiveness to the advertisement.

Principle of unity or harmony speaks of making the advertisement more


unified than a piece consisting of disconnected parts. Unity in layout is
achieved through continuity or harmony.

6. Simplicity:
Clarity and comprehension are the products of simplicity. Lack of simplicity in
design would complicate and confuse the reader as it hinders the flow of
message. Complicated layout may be misunderstood or not at all understood
by the reader. Simplicity and layout sequence promote clarity and
comprehension in layout.

Simplicity in layout is achieved through candid combination of logo-type


trade-mark, slogan and the company name into a single compact block. Clear
illustration and standard type-faces bring in simplicity

5)Principals of layout

1. Balance – A layout may be called balanced if equal weight or forces are


equidistant from a reference point or a light weight is placed at a greater distance
from the reference point than a heavy weight. Balance is the law of nature. The
reference point or fulcrum is the optical center of the advertisement. The artists
with a given area or space, are to place all the elements with in this space. Optical
center of fulcrum of the ad is often a point approximately two – thirds of the
distance forms the bottom. It is the reference of the advertisement layout.
2. Proportion– Proportion is closely related to balance since it refers to the division
of space among layout elements for a pleasing optical effect. Good proportion in
an advertisement requires a desired emphasis on each element in terms of size and
position. If the major appeal in an advertisement is product’s price. The price
should be displayed in proportionate space position.
3. Contrast and Emphasis – Contrast means variety. It gives life to the whole
composition and adds emphasis to selected important elements. An advertiser
always looks to advertisements from completion point of view and desires the
policy of the most important elements to attract the attention of the people. An
advertisement with good contrast may attract the attention of customers Contrast
maybe visible in a number of ways. It may be witnessed through sizes, shapes and
colors. Different colors sizes and shapes of elements in an advertisement add
contrast. The varying directions, of design elements (Vertical trees, horizontal
pavements arched rainbows) add contrast; too there must be sales communication
purpose behind every layout decision made.
4. Eye Movement – Eye movement is the design principle which helps move the
eyes of the readers from element to element in the order given in the hierarchy of
effects model for effective communication of the message in advertising. An
effective ad uses movement to lead its reading audience from initial message
awareness through product knowledge and brand preference, to ultimate action
(intent to purchase). Direction and sequence are two terms for the same element
and artists may perform it in many ways. Mechanical eye direction may be created
by devices such as pointing fingers lines arrows or even a bouncing ball that moves
from unit to unit. Planned eye movement should follow the established reading
patterns too, such as the tendency to start to top left corner of a page and read
through to the lower right corner. The eyes also moves naturally from large items
to small from dark to light and from colors to not – colors.
5. Unity or Harmony – Unity or harmony is another important design principle.
Although each element should be considered as a separate unit in striving for
balance, proportion, contrast and eye movement. The complete layout or design
should appear as a unified composition. Common methods of securing unity in
layouts are (i) use of consistent typographical design. (ii) repetition of the same
shapes and motifs, (iii) the overlapping of elements (iv) use of a boarder to hold
elements together and (v) avoidance of too much which space between various
element.
6)Advertising appeals
Advertising is a form of non-personal communication about a product, service,
organization, or idea by an identified sponsor. At the core lies advertising appeal
which is used to attract the attention of the consumers, effectively influence their
feelings and change their attitude in favor of the advertised product/service. It is
the connect that consumers feel with the ad. Creating such an appeal encompasses
understanding what the consumers want or need and what excites them. As a basis
for advertising messages, several different appeals can be used.

Emotional appeals. Emotional appeals are designed to make an audience


associate positive feelings with your brand. These appeals generally focus
on trust, joy, love, loyalty and happiness, which you can leverage through
the use of powerful music and imagery. Think of GE’s “We bring good
things to life.”
Fear appeals. Fear can appeal to people when a product or service is needed
to help reduce risk in someone’s life – such as risk of financial failure, poor
health issues, security of losing a home and even political choices. The
emotion of fear can be used effectively as long as it is not to extreme or
harsh – which may ultimately effect your brand. Therefore caution is in
order. Think of BCAA Life Insurance’s “How would they get by without
you?” campaign.
Humor appeals. Humor is often used in advertising. Why not? Who doesn’t
like something that’s funny? Appealing to the comic sense in people can
build brands – sometimes overnight. The challenge with humor however is
to keep the brand in the humor – so your market associates the humor with
your brand. Often it’s the humor that is remembered more than the product!
Done right, making an audience laugh can lead to huge sales. How about
Chikfila’s beef cows holding up their signs “Eat More Chicken.”
Musical appeals. Like humor, music is a great way for brands to get noticed
and make an audience remember their products. In addition, musical appeals
can bring up positive memories whenever someone hears a catchy tune in an
ad, which goes a long way toward making them feel good about the product
being presented. And don’t forget the options of licensing some great tunes
from the past. Apple’s iPod got a huge lift with Jet’s “Are You Gonna Be
My Girl?” (As did Jet!)
Rational appeals. While some products can effectively persuade consumers
with tugs to the heart strings, other products demand a more rational
approach, especially if the ad is used in a print medium. Rational appeals
use logic, facts, and data to convince consumers to buy products, and are
often found in advertisements for medications, cookware, and cleaning
products. Fujii Golf’s new club, the RMX driver, uses much technical
information to describe how it will get you longer shots.

7)Copywriting
is text that advertises a product, service or brand. The word is easier to
understand if you first understand what “copy” is. In the newspaper business,
“copy” is the words that journalists write. Don’t ask me why it’s called copy. I
don’t know. But in the newspaper business, reporters write copy, and copy
editors edit copy.
In the advertising business, the words used to promote a product, service or brand
are also called copy. When you pick up a magazine and start reading one of the
advertisements, you are reading advertising copy. When you leaf through a
product brochure, you are reading brochure copy. When you read a product page
on an e-commerce website, you are reading copy.
What is copywriting? Copywriting is simply the act of writing copy. Copywriting
is the act of creating the text that used to advertise or market a product, a service
or a brand.

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