This document discusses advertising, including what it is, common platforms used, objectives in developing advertising programs, and how to measure effectiveness. It defines advertising and lists common platforms like print, broadcast, packaging, and digital media. It outlines steps in developing programs like setting objectives, determining budgets, creating strategies, selecting appropriate media, and measuring performance. Key aspects covered include developing appeals and execution methods, as well as pre-testing and post-testing ads.

2. Advertising
 Paid, nonpersonal communication through
various media by business firms, not-for-
profit organizations, and individuals who
are identified in the advertising message
and who hope to inform or persuade
members of a particular audience.

3. Advertising - Platforms
 Print and Broadcast ads – TV & Radio
 Packaging – outer
 Packaging inserts
 Motion pictures
 Brochures and booklets
 Posters and leaflets
 Directories – yellow pages
 Billboards
 Display signs
 Point-of-purchase displays
 Audio-visual material
 Symbols and logos

4. Developing and managing and
advertising program

5. Setting the advertising objective
 Advertising alone does not sell the product.
 It affects and is affected by the product, the price, the
packaging, the distribution, and other elements of
promotion.
 Effective advertising campaigns are developed as part
of an overall marketing strategy and are tightly
coordinated with the other facets of the promotional
mix.

6. Nature of advertising
 Primary-demand advertising or Pioneering
advertising
 Used to increase demand for all brands of a product
in a specific industry

7. Pioneering Advertisement

8. Nature of advertising
 Selective-demand (brand) advertising
 Used to sell a particular brand of product
Direct-action advertisement
To persuade customers to buy the product
within a short time or stimulate immediate
purchase
Indirect-action advertising
To keep the firm’s name fresh in the public’s
mind and stimulate sales in long-term.

9. Direct Action Advertisement

10. Direct Action Advertisement

11. Indirect Action Advertisement

12. Nature of advertising
 Comparative advertising
 Compares specific characteristics of two or more
brands to show the advertiser’s brand is better (e.g.
Hindu – TOI, Pepsi – Coke)
 Institutional advertising
 Designed to enhance a firm’s image or build its
reputation (e.g. Shining B-Schools of India,
Corporate Videos, CSR Initiative)

13. Advertising objectives
 For Mature Products
 Increase the number of buyers
 Convert the buyers of competing brands
 Appeal to new market segments
 Reposition the brand (e.g. Hero Maestro)
 Increase the rate of usage among current users
 Remind the customers to use the brand
 Inform regular consumers of new uses (e.g. Idea paper ad, Cadbury)
 Enhance brand loyalty and reduce switching among the current users
(e.g. Micromax response to Samsung)
 For New products
 Introduce a new product, pre-launch and launch promotional campaigns
(e.g. Google Chrome ad)

14. Setting the advertising budget
 Deciding on the Advertising Budget
 Five factors to consider when setting the advertising budget:
 Stage in the product life cycle
 Market share and consumer base
 Competition and clutter
 Advertising frequency
 Product substitutability

15. Creating Strategy
 In advertising, the generation of ideas and development of the
advertising message or concept make up the creative process.
 Advertising copy writers, art directors, and other creative people are
responsible for the task of answering two questions:
 What to say – appeal
 How to say it – execution of the appeal
Advertising
Objective
Advertising
Execution:
What is said
How it is said
The
Creative
Spark

16. What to say – the appeal
 Advertising appeal:- The central idea of an
advertising message – rational appeal,
emotional (humor, sex, fear etc) or moral
appeal.
 Advertising theme:- When same
advertising appeal is used in several
different advertisements to provide
continuity in an advertising campaign.

17. How to say it – execution of the
appeal
 How to say something is as important as – and
sometimes more important than – what to say.
 The person delivering the message, the emotional tone,
and the situation in which the action takes place all
influence the effectiveness of the advertisement.
 Creative platform:- How an advertisement says
something.
 Determining how to communicate the message is
interrelated with selecting advertising media.
 The major creative platforms include – storyline, product
use and problem solution, slice of life, demonstration,
testimonial and spokesperson, lifestyle, still life,

18. Creative platforms
 Storyline:- Gives a history or tells a story about the
product.
 Product use or problem solving:- Straightforward
discussion of a product’s uses, attributes, benefits, or
availability.
 Slice of life:- Dramatizes a ‘typical” setting wherein people
use the product being advertised.
 Demonstration:- Product superiority or consumer benefits
is presented e.g. infomercial
 Testimonials:- A person, usually a well-known or public
figure, states that he or she owns, uses or supports the
product being advertised.

19. Creative platforms
 Still life:- Makes the product or package its focal point,
emphasizing a visually attractive presentation and the
product’s brand name.
 Association:- Uses analogy or other relationship to
stimulate interest and convey information.
 Montage:- Blends a number of situations, demonstrations,
and other visual effects into one commercial to emphasize
the array of possibilities associated with the product
usage.
 Jingle:- A song or other short verse used in an
advertisement as a memory aid.
 Other creative platforms:- Animation, computer graphics

20. Media selection
 Factors that influence media selection (assuming that
budget considerations are set aside) are
 Visual appeal – TV
 Lengthy explanation – print media and internet
 If consumers require a message to remind them –
outdoor bill boards
 Type of product e.g. healthcare
 Consumer profile/demographics
 Social responsibility review – Law and regulations to
govern advertising. Alcoholic beverages, cigarettes,
pharmaceutical products.

22. Media selection
 Evaluating among alternative media
 Reach/audience (R):- The number of people exposed to the
vehicle
 Effective audience:- The number of people within the target
audience exposed to the vehicle
 Effective ad-exposed audience (RE):- The number of people
with target audience characteristics who actually saw the
advertisement
 Frequency (F):- Number of times within a specified time
period that an average person is exposed to the message.
 Impact (I):- Qualitative value of an exposure through a given
medium.
 Total number of exposures:- E = R * F

23. Media selection – what
scheduling
 Macroscheduling – Involves scheduling
the advertising in relation to seasons and
the business cycle.
 Microscheduling – Allocating advertising
expenditure within a short period of time
 Continuous
 Concentrated
 Flighting
 Pulsing

25. Measuring effectiveness
 Developing messages and pretest
advertisements.
 Post-testing advertisements
 Measuring recognition and recall e.g. recall tests
both aided and unaided recall test such as
telephone survey conducted during the 24-hour
period following the airing of the television
commercial to measure day-after recall.
 Measuring changes in attitude about a product
 Measuring inquiries about the product