Advertising

Advertising
INDIAN MARITIME UNIVERSITY
KOCHI

What is promotional mix?
• Most promotional strategies use several
ingredients—which may include advertising,
public relations, sales promotion, and
personal selling—to reach a target market.
That combination is called the promotional
mix.
• There are two marketing communication
tools, advertising and public relations.

• Flyer is a small handbill advertising an event
or product. It is usually inserted inside the
newspaper preferably after the second page
and in the third page.
• Flyer/Pamphlets is one of the important
promotional devices.

Flyer insertion in Newspaper from Hyderabad

Arpit studies in Dayanand Public School and works with his father as a newspaper boy.

Newspaper delivery boys earn a little extra now, thanks to small business owners
who advertise by distributing flyers inside newspapers. A group of paper delivery
boys hard at work putting flyers inside the newspapers –Milan Sharma

Behind the Scenes
• You already know a lot about advertising—you are
exposed to it every day.
• But here we’ll look behind the scenes at how
companies make advertising decisions.
• Let’s start by looking at an outstanding advertising
campaign, Amul, a brand of Gujrat Cooperative Milk
Marketing Federation Ltd (GCMMFL), used as
innovative advertising campaign to gain the number
one position in the Indian butter market and has
established an outstanding brand in the process.
Here’s the story.

• Place: Mumbai. The summer of 1967.
• Sheela Mane, a 28-year-old housewife, is out in the
balcony drying clothes. From her second-floor flat, she
can see her neighbours on the road.
• There are other people too. The crowd grows larger by
the minute. Unable to curb her curiosity, she hurries
down to see what the commotion is all about.
• She thinks of an accident.
• Just then, her four-year old son draws her attention to
a hoarding that has come up almost overnight.

• “It was the first Amul hoarding that was put up in Mumbai”,
recalls Mrs. Mane.
• “People loved it. I remember it was our favourite topic of
discussion for next one week! Everywhere we went,
somehow, the campaign always seemed to crop up in our
conversations”.
• This was just beginning of a story, of a brand, of a legend. A
star was born. It all began in 1966 when Sylvester daCunha,
then the managing director of ASP, an advertising agency,
grabbed the Amul Butter account. The butter, which was
launched in 1945, till then had a staid, boring image.
• The earlier ad agency had preferred to stick to routine,
corporate ads. It had been taken too seriously, for too long.
Sylvester daCunha decided to change the image.

• At that time, the Indian butter market was completely
dominated by Polson girl—a sexy village girl clothed in a
choli.
• Sylvester daCunha and his art director decided to have
another girl to walk her way in the Indian kitchen and the
housewife’s heart.
• “And who would be better than a little girl?” says
DaCunha. Thus, the Amul girl—round eyed, chubby
cheeked, and winking at you, dressed in her little polka
dotted dress and a red and white bow, holding her
favorite butter—was born.
• For over 30 years, the utterly butterly girl has been high
on the popularity index.

How do you define the concept
‘advertising’?
• Definition of advertising given by the American Marketing
Association: Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor.
• From this definition one can make out the following:
• Why it is non-personal or impersonal? Because it is not delivered
by an actual person, nor addressed to a specific person.
 A non-personal (impersonal) form of communication used in
marketing. For what?
 To promote goods and services in the target market.
 It is highly useful in covering a large target market where
customers are scattered over vast area.
 Here company is identified.
 It is one-way mass communication.
 It is paid for by a marketer.
 Advertising helps in reaching the customers quickly.
 An advertisement is also known as an ‘ad’.

Few Popular Definitions of Advertising
• According to John S. Wright, “advertising is controlled,
identifiable information and persuasion by means of mass
communication media”.
• According to John J. Burnett, “advertising is the non-
personal communication of marketing related information
to a target audience, usually paid for by the advertiser,
and delivered through mass media in order to reach the
specific objectives of the sponsor”.
• According to Wheeler, “advertising is any form of paid
non-personal presentation of ideas, goods or services for
the purpose of inducting people to buy”.
• According to William J. Stanton, “advertising consists of all
the activities involves in presenting to a group, a non-
personal, oral or visual, openly sponsored message
disseminated through one or more media and is paid for
by an identified sponsor”.

More on Advertising…
• The word ‘advertising’ comes from the Latin word ‘Advertere’.
• Ad meaning ‘to’ and vertere meaning ‘turn’.
 So advertising means turning of attention to something, or
drawing and calling attention to something.
 When a company designs a product and wants to sell it in the
target market, it needs to communicate with the customers about
the product and its features.
 Mass communication is required to reach all the customers in the
target market.
 Advertising is the best way to make such mass communication in
the target market.
 It aims at benefiting the producer, educating the consumer and
supporting the salesmen.
 It is a link between the producer and the consumer.
 Advertising act as important marketing tool.

Nature of Advertising
• Advertising is a paid form of communication.
• The space and time for advertisements are bought from media.
• It is non-personal presentation or communication
• There is no personal contact in advertising.
• It focuses on a large number of customers and uses mass media covering large audience such as
news papers, magazine, television and internet.
1. Persuasion and exchange
2. Mass communication
3. Dependence on media
4. Paid form of communication
5. Non-personal presentation
6. Existence of a Sponsor
7. Identifiable (the sponsor i.e. advertiser, message and presentation can be recognized by
receivers and customers.
8. Target oriented
9. Art (it needs creativity for improving its effectiveness), Science (it has certain principles and
rules) and Profession (because there are professional bodies the field of advertising and codes
of conduct to monitor the activities of its members)
10. Element in marketing mix
11. Creativity (the essence of Advertising; it has to be presented in an artistic, attractive and
agreeable manner); innovation and introduction of new techniques of advertising. Eg. Pug in
vodafone and zozo in vodaphone
12. Controlled ( the time, place, message and direction of an advertisement are controlled by the
advertiser. Effective controlling makes advertisement purposive and productive.

When all it began? History of Advertising
• There is no exact period of evolution of advertising because there are many types of actions and
communications which can be included in advertising.
• But the commercial type of advertisements was evolved during the late 17th century.
• Advertising can be traced back to the very beginning of recorded history.
• The first advertisement may have been a sign pained on a wall of a building.
• In the ancient times the most common form of advertising was by the word of mouth (WOM).
• Archaeologists working in the countries around the Mediterranean Sea have dug up signs
announcing various events and offers.
• The Romans painted the walls to announce gladiator fights, and the Phoenicians pained pictures
promoting their wares on large rocks along parade routes.
• During the golden age in Greece, town criers announced the sale of cattle, crafted items, and even
cosmetics.
• An early “singing commercial” went as follows: “For eyes that are shining, for cheeks like the
dawn/For beauty that lasts after girlhood is gone/ For prices in reason, the woman who knows/
Will buy her cosmetics from Aesclyptos”.
• The development of printing in the 15th and the 16th century resulted in advertisements through
posters and circulars.
• In the 17th century advertisements started to appear in newspapers in England. The need for
advertisement grew with the expansion of economy since the Industrial Revolution prior to World
Wars.
• Modern advertising, however, is a far cry from these early efforts.
• In the 19th century, classified advertisements became popular in the United States of America
(USA).
• The pages of newspapers were filled with small print messages promoting all types of products
and services.

Advertising History in India
• The history of advertising in India started with street
hawkers and peddlers selling their products by means
of public outcry when markets first began.
• India has a long tradition of advertising.
• The rock art paintings in India that date back to 4000
B.C. is considered as the root of wall paintings in the
modern scenario of advertising.
• The history of professional advertising in India begins
with the classified advertisements appears for the first
time in the first issue of the first newspaper of the
Indian subcontinent, the ‘Bengal Gazette’ on January
29, 1780.
• The first advertising agency of the country was
established in 1905 by B. Dattaram and Company.

Some more light on Modern History/Everyday History of Advertising
• The U.S. advertisers now run up an estimated annual
advertising bill of more than $290 billion; worldwide
ad spending exceeds an estimated $604 billion.
• Procter & Gamble, the world’s largest advertiser,
spent $5.2 billion on U.S. advertising in 2008 and $8.5
billion worldwide, followed by Unilever, with an ad
spend of $4.5 billion. (Data on U.S. and global
advertising spending obtained at
http://adage.com/datacenter/#top_marketeres;_ads
pend_stats, accessed September 2008.
• Remind you all, time and again that while collecting
information on anything data is very crucial and
authoritative which you already studied.

Recent Trends on Advertising
• Although advertising is used mostly by business
firms, a wide range of not-for-profit
organizations, professionals, and social agencies
also use advertising to promote their causes to
various target publics.
• In fact, the 34th largest advertising spender in
the world is not-for-profit organization—the U.S.
government.
• Advertising is a good way to inform and
persuade, whether the purpose is to sell Coca-
Cola worldwide or to get consumers in a
developing nation to use birth control or to pay
taxes.

Advertising Decisions
• Marketing management must make four
important decisions when developing an
advertising program:
Setting advertising objectives,
Setting the advertising budget,
Developing advertising strategy (message
decisions and media decisions), and
Evaluating advertising campaigns.

Major Advertising Decisions
Objectives
setting
Commu
nication
objectives
Sales
Objectives
Affordable
approach
Percent of
sales
Competitive
parity
Objective
and task
Message
strategy
Message
execution
Reach,
frequency,
impact
Major
media types
Specific
media
vehicles
Media
timing
Communic
ation impact
Sales and
profit impact
Return on
advertising
Budget
Decisions
Media
Decisions
Message
Decisions
Advertising
Evaluation
Don’t forget—adverting is only part
of a broader set of marketing and
company decisions. Its job to help
communicate the brand’s value
proposition to target customers.
Advertising must blend well with
other promotion and marketing
mix decisions.

Public Relations and Advertising
• Another major mass-promotion tool is public relations—
building good relations with the company’s various
publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading of
unfavorable rumors, stories, and events.
• Public relations is the marketing function that evaluates
public attitudes, identifies areas within the organization
the public may be interested in, and executes a program of
action to earn public understanding and acceptance.
• Not long ago, public relations was considered a marketing
stepchild because of its limited marketing use (due it
limited and scattered use). That situation is changing fast,
however, as more marketers recognize PR’s brand-building
power.
• Advertising is any form of impersonal paid communication
in which the sponsor or company is identified.

Functions of Public Relations
Public relations department may perform any or all of the
following functions:
• Press relations or press agency: Creating and placing newsworthy
information in the news media to attract attention to a person,
product, or service.
• Product publicity: Publicizing specific products
• Public affairs: Building and maintaining national or local
community relations
• Lobbying: Building and maintaining relations with legislators and
government officials to influence legislation and regulation
• Investor relations: Maintaining relationships with shareholders
and others in the financial community
• Development: Public relations with donors or members of
nonprofit organizations to gain financial or volunteer support.
• Ultimately, public relations is used to promote products, people,
places, ideas, activities, organizations, and even nations.

Public Relations to maintain a Positive Image
• Public relations helps an organization
communicate with its customers, suppliers,
stockholders, government officials, employees,
and the community in which it operates.
• Marketers use public relations not only to
maintain a positive image but also to educate
the public about the company’s goals and
objectives, introduce new products, and help
support the sales effort.
• Times of India’s (TOI) “Teach India” program
invites volunteers to spend two hours a week to
teach the underprivileged children of the
society.

Rebuilding Interest
• The state of New York turned its image around
when its “ I love (love symbol) New York”
publicity and advertising campaign took root,
bringing in millions more tourists.
• Trade associations have used public relations to
rebuild interest in declining commodities such as
eggs, apples, potatoes, and milk. For example,
the milk industry’s popular “Got Milk?”public
relations campaign featuring celebrities with
milk mustaches reversed a long-standing decline
in milk consumption in the United States.

Milk Moustache MySpace pages
• By 1994, milk consumption in the United States had been
in decline for 20 years. The general perception was that
milk was unhealthy, outdated, just for kids, or good only
with cookies and cake.
• To counter these notions, the National Fluid Milk
Processors Education Program (MilkPEP) began a public
relations campaign featuring milk be-mustached
celebrities and the tagline “Got Milk?”. The Campaign has
not only been widely popular, it has been successful as
well—not only did it stop the decline, milk consumption
actually increased. The campaign is still running.
• There are milk moustache MySpace pages of celebrities
such as David Beckham. The milk marketers even created
the world’s first branded emotion—the milk moustache 

What is Publicity?
• A public relations program can generate favorable publicity—public
information about a company, product, service, or issue appearing in the
mass media as a news item.
• Organizations generally do not pay for the publicity and are not
identified as the source of the information, but they can benefit
tremendously from it.
• Social media sites like Twitter provide publicity, especially for movies,
and the amount of tweet publicity surrounding a movie may directly
affect ticket sales.
• Zindagi Na Milegi Dobara generated tremendous buzz on Twitter and
attained an average rating of 4.5/5 from the tweeters, with box-office
sales remaining steadily high for the weeks following release.
• In contrast, Agent Vinod got a lukewarm response on Twitter and
managed a poor rating of 1.9/5 from the Tweeters.
• Twitter is also a good platform to create buzz about an upcoming movie.
• Although organizations do not directly pay for publicity, it should not be
viewed as free.
• Preparing news releases, staging special events, and persuading media
personnel to broadcast or print publicity messages costs money.

Role and Impact of Public Relations
• Public relations can have a strong impact on public
awareness at a much lower cost than advertising can.
• The company does not pay for the space or time in
the media.
• Rather, it pays for a staff to develop and circulate
information and to manage events.
• If the company develops an interesting story or event,
it could be picked up by several different media,
having the same effect as advertising that would cost
millions of dollars. And it would have more credibility
than advertising.
• Public relations results can sometimes be spectacular.
Consider the launch of Nintendo’s Wii game console
in the United States. The game produced nonstop
stock-outs for more than two years.

PR Department is always busy
• Public relations department is often located at
corporate headquarters or handled by a third-party
agency. Its staff is so busy dealing with various
publics—stockholders, employees, legislators, the
press—that public relations programs to support
product marketing objectives may be ignored.
• Moreover, marketing managers and public relations
practitioners do not always speak the same language.
• Whereas many public relations practitioners see their
jobs as simply communicating, marketing managers
tend to be much more interested in how advertising
and public relations affect brand building, sales and
profits, and customer relationships.

Do you agree with that ‘advertising has fallen’? Why? Why not?
• Although public relations still captures only a small portion of the overall budgets of most
firms, PR can be a powerful brand-building tool.
• Two well-known marketing consultants even go so far as to conclude that advertising doesn’t
build brands, PR does.
• In their book The Fall of Advertising & the Rise of PR, the consultants proclaim that the
dominance of advertising is over, and that public relations is quietly becoming the most
powerful marketing communication tools. (Al Ries and Laura Ries, The Fall of Advertising &
the Rise of PR (New York: HarperBusiness, 2002)
• The birth of a brand is usually accomplished with public relations, not advertising. Our general
rule is PR first, advertising second.
• Public relations is the nail, advertising the hammer.
• PR creates the credentials that provide the credibility for advertising. ..Anita Roddick built The
Body Shop into a major brand with no advertising at all.
• Instead, she travelled the world on a relentless quest for publicity…Until recently Starbucks
Coffee did not spend a hill of beans on advertising, either. In 10 years, the company spent less
than $ 10 million on advertising, a trivial amount for a brand that delivers annual sales (in the
billions). Wal-Mart stores became the world’s largest retailer…with very little advertising….On
the Internet, Amazon.com became a powerhouse brand with virtually no advertising.
• Even Tata’s Croma has no ads.
• Although the book created much controversy, and most advertisers would not agree about
the ‘fall of advertising’ part of the title, the point is a good one. Advertising and public
relations should work hand in hand within an integrated marketing communications program
to built brands and customer relationships.

Major Public Relations Tools
• Public relations uses several tools.
• One of the major tool is news.
• What is news? (coming from north, east, west and south)
• PR professionals find or create favorable news about the company and its products or people.
• Speeches can also create product and company publicity.
• Another common PR tool is special events, ranging from news conferences, press tours, grand
openings, and fireworks displays to laser shows, hot air balloon releases, multimedia
presentations, or educational programs designed to reach and interest target publics.
• Public relations people also prepare written materials to reach and influence their target markets.
These materials include annual reports, brochures, articles, and company newsletters and
magazines.
• Audiovisual materials, such as slide-and-sound programs, DVDs, and online videos are being used
increasingly as communication tools.
• Corporate identity materials can also be help create a corporate identity that the public
immediately recognizes.
• Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and
company cars and trucks—al become marketing tools when they are attractive, distinctive, and
memorable.
• Finally, companies can improve public goodwill by contributing money and time to public service
activities.
• Many marketers are now also designing buzz marketing campaigns to generate excitement and
favorable word of mouth for their brands.
• Buzz marketing takes advantage of social networking processes by getting consumers themselves
to spread information about a product or service to others in their communities. For example,
Johnson & Johnson used buzz marketing to launch its Aveeno Positively Ageless product line.
• A company’s Web site is another important public relations vehicle. Consumers and members of
other publics often visit Web sites for information or entertainment.

Web sites and Public Relations
• Such sites can be extremely popular. For example,
Butterball’s website (www.butterball.com), which
features cooking and carving tips, once received
550,000 visitors in one day during Thanksgiving week.
• The Web site supplements the Butterball Turkey Talk-
Line (1-800 BUTTERBALL)—called by some the “
granddaddy of all help lines—staffed by 50 home
economists and nutritionists who respond to more
than 100,000 questions each November and
December.
• Visitors to the site can even download a series of
“Turkey Talk” podcasts containing tips on holiday food
preparation.

Handling Crises
• Web sites can also be ideal for handling crisis situations. For
example, when several bottles of Odwalla apple juice sold on the
West Coast in the United States were found to contain E. coli
bacteria, Odwalla initiated a massive product recall.
• Within only three hours, it set up a Web site laden with
information about the crisis and Odwalla and posted links to the
site. In all, in this age where “it’s easier to disseminate
information through e-mail marketing, blogs, and online chat”,
notes an analyst, “public relations is becoming a valuable part of
doing business in a digital world”.
• As with other promotion tools, in considering when and how to
use product public relations, management should set PR
objectives, the PR messages and vehicles, implement the PR plan,
and evaluate the results. The firm’s public relations should be
blended smoothly with other promotion activities within the
company’s overall integrated marketing communications effort.

Setting Advertising Objectives
• This is the first step in major advertising
decisions i.e. set advertising objectives.
• An advertising objective is a specific
communication task to be accomplished with
a specific target audience during a specific
period of time.
• Advertising objectives can be classified by
primary purpose—whether the aim is to
inform, persuade, or remind.

Informative Advertising
• Informative advertising is used heavily when
introducing a new product category.
• In this case, the objective is to build primary
demand.
• Thus, early producers of DVD players first had
to inform consumers of the image quality and
convenience benefits of the new product.
• By the way what is the full form of DVD?

Persuasive Advertising
• Persuasive advertising becomes more important as competition
increases. Here, the company’s objective is to build selective
demand.
• For example, once DVD players became established, Sony began
trying to persuade consumers that its brand offered the best
quality for their money.
• Some persuasive advertising has become comparative
advertising, in which a company directly or indirectly compares its
brand with one or more other brands.
• Comparative advertising has been used for products ranging from
soft drinks, beer, and pain relievers to computers, batteries, cars
and car rentals, and credit cards.
• Apple’s familiar “I’m a Mac; I’m a PC” ads take jabs at rival
Windows-based computers.
• You see examples of comparative advertising in almost every
product category.

Reminder Advertising
• Reminder advertising is important for mature
products—it helps to maintain customer
relationships and keep consumers thinking
about the product.
• Expensive Coca-Cola television ads primarily
build and maintain the Coca-Cola brand
relationship rather than inform or persuade
customers to buy in the short run.

Possible Advertising Objectives

Goal/Objective/Aim is the key here
• Advertising’s goal is to help move consumers through
the buying process.
• Some advertising is designed to move people to
immediate action. For example, a direct-response
television ads urges consumers to pick up the phone
or place an order through e-mail right away, and a
newspaper ad for a weekend sale encourages
immediate store visits.
• However, many of other ads focus on building or
strengthening long-term customer relations. For
example, a Nike television ad in which well-known
athletes working through extreme challenges in their
Nike gear never directly asks for a sale. Instead, the
goal is to somehow change the way the customers
think or feel about the brand.

Setting the Advertising Budget
• After determining its advertising objectives, the company next sets its advertising
budget for each product.
• Advertising budget: The dollars and other resources allocated to a product or
company advertising program.
• A brand’s advertising budget often depends on its stage in the product life cycle.
For example, new products typically need large advertising budgets to build
awareness and to gain consumer trial. In contrast, mature brands usually require
lower budgets as a ratio to sales.
• Market share also impacts the amount of advertising needed: Because building
the market or taking market share from competitors requires larger advertising
spending than does simply maintaining current share, low-share brands usually
need more advertising spending as a percentage of sales.
• Undifferentiated brands—those that closely resemble other brands in their
product class (soft drinks, laundry detergents)—may require heavy advertising to
set them apart.
• When the product differs greatly from competitors, advertising can be used to
point out the differences to consumers.
• No matter what method is used, setting the advertising budget is no easy task.
How does a company know if it is spending the right amount?
• One way managers handle the budgeting uncertainty is by keeping an eye on
what the industry ad spends and trends are.
• Historical and cross-sectional data on industry ad spend provide useful insights.

Statistical Models
• Companies such as Coca-Cola, Procter & Gamble
(P&G) , Hindustan Unilever, and Cadbury have
built sophisticated statistical models to
determine the relationship between
promotional spending and brand sales, and to
help determine the “optimal investment” across
various media.
• Still, so many factors affect advertising
effectiveness and measuring the results are
tough.
• In most cases, managers must rely on large does
of judgment along with more quantitative
analysis when setting advertising budgets.

Developing Advertising Strategy
• Advertising Strategy: The strategy by which the company
accomplishes its advertising objectives. It consists of two major
elements: creating advertising messages and selecting advertising
media.
• In the past, companies often viewed media planning as secondary
to the message-creation process.
• The creative department first created good advertisements, and
then the media department selected and purchased the best
media for carrying these advertisements to desired target
audiences. This often caused friction between creatives and
media planners.
• Today, the soaring media costs, more-focused target marketing
strategies promoted the importance of the media-planning
function.
• The decision about which media to use for an ad campaign—
television, magazines, cell phones, a Web site, or e-mail– is now
sometimes more critical than the creative elements of the
campaign.

Creating Advertising Message
• No matter how big the budget, advertising can succeed only if
advertisements gain attention and communicate well.
• Good advertising messages are especially important in today’s
costly and cluttered advertising environment.
• Add the countless radio stations and a continuous barrage of
catalogs, direct mail, e-mail and online ads, and out-of-home
media, and consumers are being bombarded with ads at home, at
work, and at all points in between. According to one study in the
United States, consumers are exposed to as many as 3,000 to
5,000 commercial messages every day as a result.
• Close media-creative partnerships: The Rexona Date-with-Fate
campaign used a rich mix of conventional and unconventional
media, carefully integrated to create personality for the brand and
a tremendous buzz of excitement among young youth.

Madison & Vine
• Many marketers are now subscribing to a new merging of
advertising and entertainment, dubbed “Madison & Vine”.
• You’ve probably heard of Madison Avenue. It’s the New
York City street that houses the headquarters of many of
the nation’s largest advertising agencies.
• You may also have heard of Hollywood & Vine, the
intersection of Hollywood Avenue and Vine Street in
Hollywood, California, long the symbolic heart of the U.S.
entertainment industry.
• Now, Madison Avenue and Hollywood & Vine are coming
together to form a new intersection---Madison & Vine—
that represents the merging of advertising and
entertainment in an effort to break through the clutter
and create new avenues for reaching consumers with
more engaging messages.

Message Strategy
• The first step in creating effective advertising messages is to plan a message strategy—to decide
what general message will be communicated to consumers. The purpose of advertising is to get
consumers to think about or react to the product or company in a certain way. People will react
only if they believe that they will benefit from doing so.
• Creative concept: The compelling “big idea” that will bring the advertising message strategy to life
in a distinctive and memorable way. At this stage, simple message ideas become great ad
campaigns.
• The creative concept may emerge as a visualization, a phrase, or a combination of the two. The
creative concept will guide the choice of specific appeals to be used in an advertising campaign.
• Advertising appeals should have three characteristics:
• First, they should be meaningful, pointing out benefits that make the product more desirable or
interesting to consumers.
• Second, appeals must be believable—consumers must believe that the product or service will
deliver the promised benefits.
• The most meaningful and believable benefits may not be the best ones to feature. Appeals
should be distinctive—they should tell how the product is better than the competing brands. For
example, the most meaningful benefit of owning a wristwatch is that it keeps accurate time, yet
few watch ads feature this benefit.
• Instead, based on the distinctive benefits they offer, watch advertisers might select any of a
number of advertising themes. For years, Timex has been the affordable watch that “Takes a
lickin’ and keeps on tickin’.”
• In contrast, Fossil has featured style and fashion, whereas Rolex stresses luxury and Titan, the
leading Indian brand of watches, promotes its watches for different occasions, making them
fashion accessories. (the Titan add with Aaamir Khan)

Message Execution
• Message execution: The approach, style, tone, words, and format used for
executing an advertising message.
• Any message can be presented in different execution styles, such as the
following:
• Slice of life: This style shows one or more “typical” people using the product in a
normal setting. For example, a Silk soymilk “Rise and Shine” ad shows a young
professional starting the day with a healthier breakfast and high hopes.
• Lifestyle: This style shows how a product fits in with a particular lifestyle. For
example, a Timond watch ad shows celebrity film director Karan Johar and says
that success deserves a special embrace.
• Fantasy: This style creates a fantasy around the product or its use. For example,
Axe deodorant commercials make use of fantasy. One of its ads shows a young
man covered in chocolate, with young girls jumping at him.
• Mood or image: This style builds a mood or image around the product or service,
such as beauty, love, or serenity. Few claims are made about the product except
through suggestion. For example, ads for Singapore Airlines feature soft lighting
and refined flight attendants pampering relaxed and happy customers.
• Musical: This style shows people or cartoon characters singing about the product.
For example, the jingle and the worlds in Limca’s Fresh ho jao (freshen up) ad are
really sweet on the ears, and listeners usually keep humming several hours after
they’ve seen the ad.

Execution Style(s) contd.
• Personality symbol: This style creates a character that represents the product.
The character might be animated (Mr. Clean, the Britannia Tiger, and Gattu,
the old Asian Paints mascot) or real (Ol’ Lonely the Maytag repairman, the
GEICO cavemen, or the Aflac duck)
• Technical expertise: This style shows the company’s expertise in making the
product. Thus, SAP talks about its comprehensive and affordable business-
solutions framework to enhance productivity, cut costs, and help its clients
grow. And Dilmah’s Watte tea ads remind tea drinkers of Dilmah’s practice of
using only single-origin, fresh tea leaves from tea gardens owned by them.
• Scientific evidence: This style presents survey or scientific evidence that the
brand is better or better liked than one or more other brands. For years,
Colgate toothpaste has used scientific evidence buyers that Colgate is better
than other brands at fighting cavities.
• Testimonial evidence or endorsement: This style features a highly believable or
likable source endorsing the product. It could be ordinary people saying how
much they like a given product.
• For example, in Ariel Enzymax ads, ordinary Pakistani homemakers provide
tips to other homemakers on how to save money by using the brand. Or it
might be a celebrity presenting the product, such as Shah Rukh Khan
promoting the Hyndai i10 in India or Amitabh Bachhan appearing in Cadbury
chocolate ads.

Consumer-Generated Messages
• Taking advantage of today’s interactive technologies, many companies
are now tapping consumers for message ideas are actual ads.
• They are searching existing video sites, setting up their own sites, and
sponsoring ad-creation contests and other promotions.
• Sometimes, marketers capitalize on consumer videos that are already
posted on sites hosted by YouTube, MySpace, Google, and Yahoo!.
• For example, one of the most viewed amateur videos on the Web last
year showed Diet Coke mixed with Mentos candies to produce shooting
fountains of soda. The video produced a windfall of free buzz for Coca-
Cola. To gain even more mileage, Coca-Cola hired the amateur
videographers—a professional juggler and a lawyer—to create another
video and to star in a 30-second Coke ad.
• Other marketers hold contests or develop brand Web sites of their own
that invite consumers to submit ad message ideas and videos. For
example, PepsiCo’s Doritos brand held a “Crash the Super Bowl
Challenge” contest in the United States that invited consumers to create
their own video ads about the tasty triangular corn chips.

Selecting Advertising Media
• Advertising Media: The vehicles through which advertising messages are delivered to their intended
audience.
• The major steps in advertising media selection are 1) deciding on reach, frequency, and impact; 2) choosing
among major media types, 3) selecting specific media vehicles; and 4) deciding on media timing.
• To select media, the advertiser must decide on the reach and frequency needed to achieve advertising
objectives.
• Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign
during a given period of time. For example, the advertiser might try to reach 70 per cent of the target market
during the first three months of the campaign.
• Frequency is a measure of how many times the average person in the target market is exposed to the
message. For example, the advertiser might want an average exposure frequency of three.
• The advertiser also must decide on the desired media impact---the qualitative value of a message exposure
through a given medium. For example, the same message in one magazine (say, Newsweek) may be more
believable than in another (say, the National Enquirer).
• For products that need to be demonstrated, messages on television may have more impact than messages on
radio because television uses sight and sound.
• Products for which consumers provide input on design or features might be better promoted at an interactive
Web site than in a direct mailing.
• More generally, the advertiser wants to choose media that will engage consumers rather than simply reach
them.

Choosing Among Major Media Types
• The media planner has to know the reach, frequency,
and impact of each of the major media types.
• The major media types are television, the Internet,
newspapers, direct mail, magazines, radio, and
outdoor.
• Advertisers can also choose from a wide range of new
digital media, such as cell phones and other digital
devices, which reach consumers directly.
• Each medium has advantages and limitations. Media
planners consider many factors when making their
media choices. They want to choose media that will
effectively and efficiently present the advertising
message to target customers. Thus, they must
consider each medium’s impact, message
effectiveness, and cost.

Medium Advantages Limitations
Television
The Internet
Newspapers
Direct mail
Magazines
Radio
Outdoor
Good mass-marketing coverage; low cost per
exposure; combines sight, sound, and motion;
appealing to the senses
High selectivity; low cost; immediacy; interactive
capabilities
Flexibility; timeliness; good local market coverage;
broad acceptability; high believability
High audience selectivity; flexibility; no ad
competition within the same medium; allows
personalization
High geographic and demographic selectivity;
credibility and prestige; high quality reproduction;
long life and good pass-along readership
Good local acceptance; high geographic and
demographic selectivity; low cost
Flexibility; high repeat exposure; low cost; low
message competition; good positional selectivity
High absolute costs; high clutter; fleeting exposure; less
audience selectivity
Relatively low impact; the audience controls exposure
Short life; poor reproduction quality; small pass-along
audience
Relatively high cost per exposure, “junk mail” image
Long ad purchase lead time; high cost; no guarantee of
position
Audio only, fleeting exposure; low attention (: the half-
heard” medium); fragmented audiences
Little audience selectivity; creative limitations
Profiles of Major Media Types

There is no hard & fast rule…
• Typically, it is not a question of which one medium to use. Rather,
the advertiser selects a mix of media and blends them into a fully
integrated marketing communication campaign. Each medium
plays a specific role.
• The mix of media must be reexamined regularly. For a long time,
television and magazines dominated in the media mixes of
national advertisers, with other media often neglected.
• As mass-media costs rise, audiences shrink, and exciting new
digital media emerge, many advertisers are finding new ways to
reach consumers.
• For example, cable television and satellite television systems are
booming. Such systems allow narrow programming formats such
as all sports, all news, nutrition, arts, home improvement and
gardening, cooking, travel, history, finance, and others that target
select groups.
• Advertisers can take advantage of such “narrowcasting” to “rifle
in” on special market segments rather than use “shotgun”
approach offered by network broadcasting.

AIDA Model in Creation of Advertisement
• Companies/firms/organizations follow
several advertising models in the modern
competitive environment.
• The acronym AIDA means Attention, Interest,
Desire and Action.
• This refers to specific techniques necessary to
implement when creating an ad.
• Correct combination these four components
in an ad campaign, helps the advertiser to
accomplish his/her advertising goals.

DAGMAR
• DAGMAR stands for ‘Defining Advertising Goals
for Measured Advertising Results’. The model
was developed by Russell Colley in 1961 for
setting advertising objectives and measuring
advertising results.
• According to DAGMAR model the ultimate
objective of advertising involves a
communication task, intended to create
awareness, impart information, develop attitude
and induce action.

Developing an Advertising Programme ( 5M’s)
• Advertising programme refers to the set of activities formulated
by an organization to achieve its established advertising goals.
• There are five major decisions to be taken when developing an
advertising program. These decisions are known as the five M’s of
advertising. They are:
1. Mission (every advertising programme has a mission to
accomplish)
2. Money (budget allocation)
3. Message (it is the heart of the advertising; needed attractive and
meaningful messages)
4. Media (which media to be used)
5. Measurement (it means the evaluation of the effectiveness of
advertising)
You have to elaborate the five M’s
A good advertising programme is a meaningful combination of
these five elements.

• Advertising appeal is defined as any message designed to motivate the
consumer to purchase. (Lucas and Bnitt, 1950; Mueller, 1987).
Types of Appeal
 Emotional Appeal (person’s psychological and social needs): in it, there
are personal appeal, social appeal (social recognition, social respect),
fear appeal (insurance products)
 Rational Appeal (focus on practical needs of consumer): It includes high
quality appeal (eg. High end cars, Plasma TV etc), Low price appeal, Long
life appeal.
 Moral Appeal (emphasize on rights and wrongs)
 Humor Appeal (it is an excellent tool to catch attention eg.Fevi kwik,
Cadbury 5 Star etc)
 Beauty Appeal (used for beauty products such as soaps, skin cream,
shampoo and fragrances)
 Scarcity Appeal: (limited supplies or limited time period for purchase of
products)
 Masculine Feminine Appeal: (it is used in beauty products, garments and
jewellery). These appeals try to create the impression of perfect man or
woman.

• Advertising agency: A marketing services firm
that assists companies in planning, preparing,
implementing, and evaluating all or portions
of their advertising programs.
• International Advertising Decisions:
International advertisers face many
complexities not encountered by domestic
advertisers. The most basic issue concern the
degree to which global advertising should be
adapted to the unique characteristics by
various country markets. Take any MNE.

Advertisement & Organization
• Advertising is a crucial function of marketing.
• It is an important tool adopted by the producers and
sellers for product communication. It is important for
organization in the following ways:
• Product launching
• Product information
• Demand creation
• Price information
• Place information
• Face competition
• Advertising & Packaging
• Advertising & Positioning (buying decision and
compete with others)

Finally, What would be the Best of Form of Advertising
• The best form of advertising is the one that best
captures and engages your target audience– in a
location, medium and manner in which they are best
represented and most comfortable.
• All for the specific service, or particular product, that
you’re advertising.
• It all just…depends. On many factors.
• Such as your business or brand. Your industry or
market segment. Your product or products.
• As well as your target audience’s age range. Your
target audience’s ethnic breakdown. Your target
audience’s gender composition.
• Your target audience’s preferences.
• And maybe most of all, your target audience’s media
consumption habits, patterns and tendencies.

Look at this ( Source: http://www.fangdigital.com/advertising-best-form-advertising-one-right-answer/)

This might all seem like common sense. A “no-brainer,” if you will. But in today’s frantic, fast, furious,
follower-obsessed environment, things common sense and smart study can often take a backseat when it
comes to advertising and marketing practices.

18 Best Ads From Around the World (Source: http://enpundit.com/best-ads-around-the-world/ )
• Besides the fact that all of the below ads are
particularly exceptional, there is one common theme
seen throughout the entire series: less is more.
• a billboard or print ad to leave an impression on the
reader, the message must be conveyed within a
matter of seconds. For this reason, the ads that have
the most impact are the ones that are the most
straight-forward and to the point.
• For example, the advertisement for the BC Lung
Cancer Association simply reads “For more
information on lung cancer, keep smoking.”
There are no bells and whistles, just a
cleverly simplistic ad with a very powerful message.

Anando Milk Gives Super Human Strength. Advertising Agency: McCann
Erickson, Mumbai, India (photo credit)

Maxwell House “Wake Up”. (photo credit)

McDonalds Pole. Advertising Agency: Cossette West, Canada (photo credit)

Utopolis, Group of Cinemas “Reality Sucks”. Advertising Agency: Duval
Guillaume, Antwerp, Belgium (photo credit)

Colgate 360 “333 strokes per second”. Advertising Agency: Young &
Rubicam (photo credit)

Anti-Smoking – Gun. Advertising Agency: Gitam-BBDO
Israel (photo credit)

Billboard transforms when wet. “Rain Changes Everything. Please Drive to the
Conditions.” Advertising Agency: Colenso BBDO, Auckland, New Zealand

10 Most Creative Ads Of The World
Source: http://enpundit.com/ads-of-the-world/

2. A razor so sharp it will even shave the hair off tattoos. A
clever campaign by New York ad agency JWT.

10. Young Director Award by CFP-E/Shots: Pool “Born to create drama”.

Awe-inspiring Ad Posters (in terms of design, inspiration and showcase)
Sears Optical: Eagle
Sears Optical: Eagle

EOS Products: Strawberry Cream

Ukraine International Airlines

Calgary Farmers’ Market: Snow Angels

Juvenile Diabetes Research Foundation

NBC Studio Universal: Guest, Mummy

Renault Mégane: Petrol pumps, Paris-Berlin

Quercus Books: Life in five seconds, Michael Jackson

Cruise Market
cruise line market share, worldwide revenue,
passenger capacity and region of origin
cruise industry growth and a financial breakdown
of revenue and expenses for an average cruiser
overviews of the consumer marketplace, cruise
line advertising campaigns and social media
usage
our proprietary Cruise Pulse ™ and Port
Pulse™ research as well as the blog of cruise
statistics, trends, research analysis and up-to-the
minute cruise news.

Cruise lines are partnering with big brands to
leverage cross-promotional opportunities.

• In a move away from the traditional Freestyle
theme, the objective of the new campaign is to
communicate the diversity of travelers who
choose to cruise and the variety of activities that
cruisers can choose to enjoy.
• Gorgeous visuals, plenty of smiling faces and
only one ship shot at the end (which is nice – we
know what ships look like, show us how they
feel).
• http://www.cruisemarketwatch.com/advertisin
g/

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