Advertising, Public Relations

By Neel Kamal
Advertising
Advertising is a paid persuasive communication that uses
nonpersonal mass media as well as other form of
interactive communication to reach broad audience to
connect an identified sponsor with a target audience. It has
five basic component:-
1. Its a paid form of communication except PSA( public service
announcement ) which uses donated space and time.
2. Sponsor is indentified.
3. Most advertising tries to persuade consumer to do some
thing but few ad have aim of informing & creating
awareness about product/company
4. It reaches a large audience of potential consumer.
5. It uses different kinds of mass media which are nonpersonal
i.e. not directed towards any particular person but internet
is changing this scenario .

Key Concept of Advertising
Advertising Strategy:- strategy is the logic and planning behind the
advertisement that gives it direction and focus. Carefully directs it to
certain audience, creates its message to speak to that audiences
most important concern and runs it in media ( print, broadcast, or
internet ).
Creative Idea :-its the central idea that grabs your attention
Creative execution :- this means that the details, the photography,
the writing, the acting, the setting and the way the product is
depicted all reflect the highest production values available in the
industry
Creative media use:-advertisers use mass media such as television
magazine, internet. Deciding on how to deliver message can be as
just creative as coming up with big idea




Role of Advertising
Hard sell approach:-it uses reason to persuade
consumer .e.g.-showing special price deduction
Soft sell approach:-it builds an image for brand and
touches consumers emotions. e.g.-Honda city.
Four role advertising plays
Marketing
Communication
Economic
Societal

Role of Advertising
Marketing:- Advertising is one the most important marketing communication tool.
In ads marketer uses distinctive identity of a product to distinguish it from
competitor. E.g. Vanish(for stain remover ), tide(whitening).
Communication:- its a mass comm. mode. It transmit different types of market
information to connect buyer & seller in marketplace. It both informs & transforms
the product by creating an image that goes beyond straight forwards facts. E.g.
Nescafe.
Economic:- Two point of way about the way advertising creates economic impact
. 1) advertising is seen as vehicle it helps consumer access value ,through price,
quality, location and reputation. 2) it stops customers from switching brands
regardless of the price. It helps them focus on other positive attributes such as
emotional benefits e.g. Kent R O
Societal:- It informs us about new and improved products, help us to compare
products and features keep us informed about innovations. Performs educational
role also e.g. polio

Strengths of Advertising
Can reach a mass audience.
Introduces a products e.g. windows vista,
Mobile phones.
Explains important changes. e.g. Airtel
fantastic five, Godrej Space technology.
Reminds and reinforces e.g Pepsi, Coke.
Persuades e.g. orbit chewing gum( Indian
dental association). Fiama de-wells(18Lakh
consumer in 16 months) .
11-7
Profile of major media types
Choosing Among Major Media Types
Table 20.1: Profiles of Media Types
Medium Advantages Limitations
Newspapers Flexibility; timeliness; good local
market coverage; broad
acceptance; high believability
Short life; poor reproduction
quality; small passalong
audience
Television Combines sight, sound, and motion;
appealing to the senses; high
attention; high reach
High absolute cost; high clutter;
fleeting exposure; less audience
selectivity
Direct mail Audience selectivity; flexibility; no ad
competition within the same
medium; personalization
Relatively high cost; junk mail
image
Radio Mass use, high geographic and
demographic selectivity, low cost
No Visual effect, lower attention
then TV, non-standardized rate
structure, fleeting exposure.
11-8
Profile of major media types
Choosing Among Major Media Types
Table 20.1: Profiles of Media Types
Medium Advantages Limitations
Magazines high geographic and demographic
selectivity, credibility and prestige,
long life, good pass along
readership.
Some waste circulation, no
guarantee of position.
Out Door Flexibility, high repeat exposure, low
cost, low competition
Creative limitation, low
audience selectivity.
Yellow Pages Excellent local coverage, high
believability, wide reach, low cost
High competition, creative
limitation.
Brochures Flexibility, full control, can dramatize
massages
Over production could lead to
run away cost.
Internet High selectivity, interactive
possibility, relative low cost.
New media and less user in
some countries.