INTEGRATED MARKETING COMMUNICATION

Module 1: Introduction to Integrated Marketing Communication (IMC) - IMC as an

Integral Part of Marketing – Buying Decision Process - Communication
Response Hierarchy – Setting Communication Objectives: DAGMAR
Approach -Budgeting for Marketing Communication.

Module II: Fundamentals of Advertising Campaigns - Brand Positioning through

Advertising- Planning Process - The Creative Brief - Creating an Appeal -
Strategic Approaches: Generic Approach – USP - Brand Image –
Positioning - Public Service Advertising - Celebrity Endorsement -
Elements of Print Advertisement - Scriptwriting for Radio and Television
- Legal and Ethical aspects of Advertising- Kids Advertising.

Module III: Advertising Agencies – Roles – Types - In House Agencies - Direct

Response Agencies - Sales Promotion Agencies - PR Firms - Interactive
Agencies –Advertising Agency Structure - Client Agency Relationship -
Agency Selection - Agency Compensation.

Module IV: Promotion Tools: Sales Promotion - Trade Oriented Sales Promotion -
Direct Marketing – PR – Publicity – Sponsorships – Merchandising - Van
Promotions -Mobile Advertising – Word-of-Mouth -Village Fairs - Trade
Shows - Exhibitions and Event Management – OOH - Transit Advertising
- Personal Selling - World Wide Web Communications - Strategies for
combining Advertisements and Promotional Tools for IMC.

Module V: Online Marketing Communication Process - Setting Online

Communication Objectives - Online Advertising - Online Sales Promotion
- Online PR - Direct Marketing through Internet. - Impact of Consumer
Generated Communication - Virtual Community Influence on IMC.
w

Table of Content

1. IMC as an Integral Part of Marketing

2. Advertisement and Its Classification
3. Copy Writing
4. Consumer Generated Media (CGM)
A revolution in Marketing
5. Promotion And Advertising
6. Advertising Budget ,Advertising Program And Medial Planning

7. Ethics And Advertising

8. Advertisement Agencies
9. Sales Promotion, Personal Selling & Publicity
10. Rural Media
 CHAPTER-1
IMC AS AN INTEGRAL PART OF MARKETING

A few decades ago a , the organization relied on traditional marketing and conventional
medias to generate revenue . The advertising agencies too had their role to play in
maximizing profit. Promotional tools like sales promotion and direct-marketing had been
utilized actively to boost the sales and confront competition Public relations agencies had
been used to manage the organization’s image in the society and in the competitive market.
Hitherto such tools were considered as a separate functional areas with each had its own
objectives and agenda .
Gradually as time passed , competition increased and the market was no longer controlled or
dominated by the sellers but rather it was the customers and buyers who held the decision
making power and decide the success of the organization. Another factor that influenced the
business affairs of the organization was the inevitable domination and influence of ​‘IT”
revolution ,that made the organization to rebuild and restructure their entire organization.
Business became complex and uncertain . Furthermore , the ‘LPG’ (Liberalization ,
Privatization and Globalization)factor had only increased and complicated the concern to
run the business affairs profitably and smoothly . The organization then realized that that
the wide range of marketing and promotional tools must be coordinated to communicate
effectively and present a consistent image to target markets in the highly competitive
environment .
The era witnessed an active implementation of sales promotion, direct marketing, and public
relations, that affected the supremacy of advertising’s role as the mainstream tool for
promotion. Organizations began moving toward the process of integrated marketing
communications (IMC), which involves coordinating the various promotional elements and
other marketing activities and tools that communicate with the prospects and customers.
Ad agencies were told to use more than one tool for promotion .The agencies responded
positively to the IMC strategy and utilized tools such PR, sales promotion, and
direct-marketing and transformed themselves as IMC agencies that offer one-stop shopping
for all their clients’ promotional needs.
According to the American Association of Advertising Agencies (the “4As”) ,IMC is
defined as, “a a concept of marketing communications planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles of a variety of communication
disciplines—for example, general advertising, direct response, sales promotion, and public
relations—and combines these disciplines to provide clarity, consistency, and maximum
communications impact”.
Later on some Organization went further to expand the concept of IMC into a total
marketing communications strategy that recognizes how all of a firm’s marketing activities,
not just promotion, communicate with its customers . The reason behind such change is
that Consumers’ perceptions of a company and/or its various brands are “a synthesis of the
messages they receive or contacts they have, such as media advertisements, price, package
design, direct-marketing efforts, publicity, sales promotions, websites, point-of-purchase
displays, and even the type of store where a product or service is sold”.
IMC calls for a centralized messaging function so that everything a company says and does
communicates a common theme and positioning.
Don Schultz of Northwestern University,“ Integrated marketing communication is a strategic
business process used to plan, develop, execute and evaluate coordinated, measurable,
persuasive brand communications programs over time with consumers, customers, prospects,
employees, associates and other targeted relevant external and internal audiences. The goal is
to generate both short-term nancial returns and build long-term brand and shareholder value.
Many companies are realizing that communicating effectively with customers and other
stakeholders involves more than just the tactical use of the traditional marketing
communication tools1.

Impact of Technology
Technology is catalyzing a massive social and economic transformation in India.
It is connecting people and communities , enabling innovation and productivity
increases , and improving standards of living and opportunities across the country .

The maturation and convergence of a range technologies is enabling a new wave

of technology —driven growth. Information technology has revolutionized the way in
which people interact with companies. They have transformed customer relationship ,
supplier relationship and entire business models They are reducing costs ,making
operations more efficient .

Technology presents a range of growth opportunities across the spectrum of

industries and economic relationship. New technologies are bringing not just new sources
of demand bust also whole new business and service models. Technology is bringing to
life entirely new business models that previously would not have been profitable or
even possible.

1
http://www.academia.edu/2963528/Integrated_Marketing_Communications
 As technologies mature and are brought to market , they present opportunities for
business growth through a variety of means .The technological Revolution in the field of
I.T , Tele communication and the introduction of technologies like Digitalization , Nano
Technology , etc. has helped the organizations to tackle and curb un-necessary cost and
expense. Companies will be able to make better products at lesser cost and can be able to
distribute economically.

Modern Science has revolutionized the day to day of human life. Life –enhancing
digital products are not age-restricted. The Organization is encouraging even the older
generation to utilize the benefits of incredible gadgets and devices. There are products
available to help 18-year –olds and 80-year-olds alike to stay active, informed and
entertained, and help keep them in touch with family and friends. Technology has been
proven very useful in the field of Tele-communication industry. Business are executed and
decisions are made ,on the basis of speedy availability of data .E-commerce,
M-commerce, innovation in the field of Electronic have proved undoubtedly very
effective and potent for the growth of the Business.

Integrated Marketing Communications takes into accounts all the possible aspects of
communication-with the organization customers, prospects and the target market and
environment as a whole. The traditional and non-traditional medias, both online and offline,
are used as a communication tools for promotion..
Traditional media usually refers to mass media- such as TV, radio and newspapers.
Non-traditional media are store- events, viral videos, Consumer Generated
media(CGM) like Facebook, MySpace and Multiply, and even parties and concerts.
Online marketing and E-commerce have become a vital part of organization ;search
engine optimization (SEO), blogs, podcasts, social media of all kinds, online TV
shows and workshops, and furthermore online affiliate programs, pay-per-click ad
schemes.
Beside from traditional mass media, offline marketing channels also consider direct
mail campaigns, public relations, the use of billboards and industry analyst relations.

The changes in the external environment , has forced many organization to restructure
their marketing strategies .The organization inevitably had to adapt themselves in the
changing environment The move to integrated marketing communications also reflects an
adaptation by marketers to a changing environment, particularly with respect to consumers,
technology, and media. Major revolution had been taking place among consumers with
respect to demo-graphics, lifestyles, media use, and buying and shopping patterns. For
example, DTH and digital satellite systems have vastly expanded the number of channels
available to households. . More and more consumers are surng the Internet’s World Wide
Web. There are around billion Internet users around the world.
The utilization and mass exploitation of the Information -Technology ,gave birth to a new
revolutions in marketing and promotion – “E-marketing , Digital Marketing and Consumer
Generated Media
 Features of new marketing revolution
Cost-effectiveness​: Traditional media advertising has become too expensive and is not
cost-effective. Furthermore price competition in many markets has resulted in organizations
cutting down their promotional budgets and pouring into price promotions rather than media
advertising.
Cheaper medias​: Organization are turning to lower-cost, more targeted communication
tools such as event marketing and sponsorships, direct mail, sales promotion, and the Internet
as they develop their marketing communications strategies.
Roles of Retailers: The contemporary market has been witnessing the growth of Retailers
and subsequently sales promotion is an effective marketing tool to make retailing successful
and to focus on short results
CGM and IT ​: With the Increasing presence of Consumer Generated Media and IT has
resulted in the rapid growth and development of database marketing. Many companies are
building databases containing customer names; geographic, demographic, and psychographic
profiles; purchase patterns; media preferences; credit ratings ,etc. Marketers are using this
information to target consumers through a variety of direct-marketing methods such as
telemarketing, direct mail, and direct-response advertising, rather than relying on mass
media. This is the age of Individualization, the era of generalization is over . Each person is
equally important ,message generated must be conveyed to each and everyone in the
environment . And for that database marketing is critical to the development and practice of
effective IMC.

The rapid growth of the Internet, which is changing the very nature of how companies do
business and the ways they communicate and interact with consumers. The E-commerce
revolution is well active , and the Internet audience is growing rapidly. The Internet is an
effective interactive medium and has become an integral part of communication strategy, for
everyone –Schools, College , Organizations , Government offices and NGOs etc. Traditional
promotional process has underwent a drastic change with the presence of Internet.

Integrated marketing communications plan

Plan provides the framework for developing, implementing, and controlling the
organization’s IMC program. Integrated marketing communications management
involves the process of planning, executing, evaluating, and controlling the use of the various
promotional-mix elements to effectively communicate with target audiences.
 Promotion mix

Publicity / Public relation

Internet Media

Direct Marketing

Personal Selling

Sales Promotion

Advertising

Fig 1: Promotion mix

The following steps are involved in IMC
1. Analysis and assessment of Marketing plan.
2. Analysis and assessment of Promotional strategies and Promotion Mix.
3. Analysis and assessment of communication process.
4. Budget evaluation and allocation.
5. Developing an IMC program schedule.
6. Implementation of the IMC program.
7. Monitoring , evaluation and rectification (if necessary).

The tools required for IMC are shown in the fig.2

Public Relation/ Publicity

Broadcast media TV/Radio

Print Media Magazine/Newspaper

Outdoor Advertisment

Internet Media

Personal Selling

IMC Tools

Direct Marketing

Events and Sponsorship

Sales promotion

Product Placement ( Movies and TV)

Word-of-Mouth

Point-of-purchase (displays & Packaging) g

Fig:2 IMC TOOLS

Step 1. Analysis And Assessment Of Marketing Plan.

Before going forward with IMC program, a thorough analysis of marketing plan is
very much required. Organization must understand their current place in the market , the
brands place in the product life cycle stage, market performance and competitive advantage
of the product , the organizations goals and objective, where it intends to go, and how it
plans to reach the desired destination.

Step 2: Analysis and assessment of Promotional strategies and Promotion Mix.

Promotional strategies are the integral part of the marketing plan. The organization
must the impact that will be created by the promotional strategies. Before the developing a
systematic promotional program ,one must not fail to understand the organization internal
and external factors , that continuously and consistently influences and affects the
organization. .
Internal factor analysis : The organization must study and understand the strength and
weaknesses of the firm;-the management philosophy(vision and mission) ,financial status,
infrastructure , the talent and capabilities of employees, the product and its competitive
advantage etc.,
∙ Determination of role and function of ad agency and other promotional facilitators
∙ Analyze the impact of packaging, labeling, and brand image.

External factor analysis:- ​Focus on the customer base- Segmentation

–Targeting-Positioning (STP).Also analyze the customer purchase behavior, Socio- cultural
background and demographic & geographic set up.
The organization must successfully able cope up in both the situations and anticipate the
changes and make a proactive steps .
∙ Analyze the organizational marketing plans and goals.
∙ The importance and role of Advertising and promotion.
∙ Brand Position in the Competitive market
∙ Assess environmental factors affecting and influencing the Customer
Analysis. Find out the ;-
○ Actual buyers
○ Decision makers
○ Consumers
○ Influencer
○ Why do customers buy a particular brand?
○ Where do they go or look to buy the product or service?
○ When do they buy? Any seasonality factors?
○ What are customers’ attitudes toward our product or service?
○ What social factors might inuence the purchase decision?
○ Do the customers’ lifestyles inuence their decisions?
∙ Competitive Analysis;-
○ The direct and indirect competitors?
○ The USP and brand positioning of the competitors?
○ Competitors’ ad budgets?

Step.4: Analysis and assessment of communication process.

An important part of this stage of the promotional planning process is establishing
communication objectives. Whether the organization intends to, “​Inform, Persuade or
Remind”​ the customers? Communication objectives may include creating awareness or
knowledge about a product and its benefits; creating an image; or developing favorable
attitudes, purchase intentions. Communication objectives should be the guiding force for
development of the overall marketing communications strategy and of objectives for each
promotional-mix area.
Communication decisions regarding the use of sources, messages, and channel factors must
also be considered. The different effects, various types of advertising messages might have
on consumers and whether they are appropriate for the product or brand. Issues and decisions
regarding celebrity spokesperson and expenses and cost of such strategies must also be
studied . Preliminary discussion of media-mix options (print, TV, radio, news-paper, direct
marketing, Internet) and their cost implications might also analyzed at this stage.

Step5: Budget evaluation and allocation.

The next important issues to be considered;- What will the promotional pro-gram
cost? How will the money be allocated?. At this point the budget is often tentative. It may not
be nalized until specic promotional-mix strategies are developed.

Step6: Developing an IMC program schedule.

Developing the IMC program is generally the most involved and detailed step of the
promotional planning process. Decisions have to be made regarding the role and importance
of each tool and their coordination with one another.

Developing an IMC program

Objectives

Objectives

Objectives

Objectives

Objectives

Objectives
Budget

Budget

Budget

Budget

Budget

Budget

Message

Message

Message

Tools

Message

Message

Strategy

Strategy

Strategy/ Sales Techniques

Strategy

Strategy

Strategy

Two important aspects of the advertising program are;- development of the message and the
media strategy. Message development requires creative strategy to make it appealing and
attractive and Media strategy involving the communication channels used to deliver the
advertising message to the target audience. Decisions must be made regarding which types of
media will be used (e.g.,newspapers, magazines, radio, TV, outdoor, Internet) . This task
requires careful assessment of the media options’;- its benefits and demerits , costs, and
ability to deliver the message effectively to the target market.
Step.7: Implementation of the IMC Program.
Once the message and media strategies have been determined, steps must be taken to
implement them. Organization usually seek the assistance of advertising agencies to plan
and implement the program , and evaluate and purchase the media that will carry their ads.

Step.8:Monitoring , evaluation and rectification (if necessary).

Final step is to assess how well the IMC program is meeting communications
objectives and helping the firm accomplish its overall marketing goals and objectives.
Consistent and careful analysis is required to check whether the programs are successfully
implemented and achieving the desired results. Correction and rectification are made now
and then to balance with the marketing strategy .
 CHAPTER-2
ADVERTISMENT AND ITS CLASSIFICATION

History of Advertising

In ancient times the most common form of advertising was by word of mouth. However,
commercial messages were found in the ruins of ​Pompeii​. As printing developed in the 15th
and 16th century, the first steps towards modern advertising were taken. In the 17th century
advertisements started to appear in weekly newspapers in England, and a century later
advertising had become a popular thing.

As the economy was expanding during the 19th century, the need for advertising grew at the
same pace. In ​1843 the first ​advertising agency was established by Volney Palmer in
Philadelphia​. At first the agencies were just brokers for ad space in newspapers, but in the
20th century, advertising agencies started to take over responsibility for the content as well.

In the year 1963 American Marketing Association(AMA) proposed the following definition
of Advertising

“Advertising is any paid form of non-personal presentation and promotion of ideas, goods
and services by an identified sponsor”

Advertising Objectives

1. TO INFORM

i. Telling the market about a new product.

ii. Suggesting new uses for the product.
iii. Informing the market of a price change.
iv. Explaining how the product works.
v. Describing the available service.
vi. Correcting false impression(cola).
vii. Reducing consumer fears(aids).
 viii. Building a company’s Image.

2. TO PERSUADE
i. Building brand preference .
ii. Encouraging switching to your brand.
iii. Changing customers perception of product attributes .
iv. Persuading customer to purchase now.
v. Persuading customer to receive a sales call(toll free).

3. ​TO REMIND

i. Reminding consumer that the product may be needed in the near

future.
ii. Reminding consumer where to buy .
iii. Keeping it in customer’s mind during off season.

MEDIA SELECTION

The advertising medium refers to the means through which the advertiser can convey
the message to audience. Proper selection of the media enables the advertiser to achieve the
desired results. Hence, advertising media selection is vital for the success of an advertising
campaign.
An advertising medium is any object or device that carries the advertising message. It should
be capable of accomplishing following three objectives:

∙ To reach the largest number of people possible.

∙ To gain their attention.

∙ To be less expensive.

The character of the medium is largely determined on the objective and factual basis such as

whether the coverage of the medium should be national, regional or only local. Identify the

segment of the market and decide which media is effective to reach the target audience. The

three stage scheme for approaching media selection are::

∙ List comparative merits and distinctive teaching functions.

∙ Device a procedure for media deployment based on the list.
∙ Fully exploits the potential of each medium.
Factors Governing of Advertising Media Selection
Selection of a suitable medium is not a simple task for organizations and advertising

agencies . T​he advertising media selection​ means not only the choice of the right classes of

media out also the individual medium within the class or classes. Besides there is no single

medium that is best suited for all advertisers. Therefore, the right choice of a medium

calls for a careful analysis.The advertiser, therefore, while selecting the media, should

consider the following factors:

1. The Objectives Of The Campaign​: The objectives of the campaign influence media

selection . Unlike a FMCG campaign , an institutional advertising campaign may have

to select a different media to reach the target group..

2. Organization Budget​: Based on the financial status of the Organization , two major

decisions have to be taken into consideration First, how much is to be spent for

advertising ? Second, how much budget is to be allocated to different areas within the

company’s total sales territory?

3. Nature of customer /Market segment /target group:​ The target group has to be

classified into different groups by their social status, age, income, educational standard,

religion, cultural interests. They may also be divided into men and women.

4. Extent of coverage:​ Secondly, the advertiser must consider the number

of audience to be covered by the medium. The extent to which the medium reaches the

same audience as that covered by some other media i.e., the percentage of over-lapping

must also be taken into account.

5. Nature of the product:​ Nature of the product itself is a principal factor governing

the selection of the medium. Products can be classified into various kinds - consumer’s

products and manufacturer’s products etc.

Fashionable products can be advertised in Entertainment magazines like-

1. Film fare.
2. Femina.
3. Stardust etc.
 Consumer and FMCG products can better be advertised through mass media such as
:
1. Television ,
2. Newspaper ,
6. Nature of the competition:​ The nature and intensity of the competition

influence of the selection of the media. .The advertisers must focus on the differentiation

strategy and product’s USP must be projected audibly and visibly.

7. Reputation of the medium:​ Reputation and popularity of the media play a

crucial role in media selection of the media. Advertising through popular media helps in

boosting the image of the product and the organization

8. Cost : ​Advertisements in certain media are expensive . Print Medias like

newspaper , Magazine etc. are less expensive . Yet, certain magazines and

newspapers, having larger circulation and high reputation charge higher rates. Television

is comparatively a costly medium .

9. Time and Reach :​ The Advertiser must very careful in selecting the right time

for launching the advertisement campaign . The occasions , timing (evening /morning)

everything is crucial .

Reach, for example ;

1. Number in target audience exposed

2. Typically 2-week period

The different types of media available for advertisement are:

I. Audio - Radio

II. Video - Television

III. Print - Newspaper, Magazine

IV. Internet

V. Outdoor media

I​ . TELEVISION
 Despite the busy schedules , people still spend ‘way more time watching TV’2 than they

do with any other media. Statistics also show that the consumers of tomorrow will still

favor TV over other media by a similarly wide margin. TV is a powerful advertising

medium as it combines two main senses - sight and sound, to create an emotive response.

Companies must be carefully select those program and channels most likely to reach
their target audience t

Advantage

i. High Reach -TV can be accessed anywhere . Reach thousands of

viewers with EACH airing.
ii. Target Audience - It's easy to reach people by age,
iii. High frequency potential
iv. Low cost per contract
v. High intrusion value and effective Brand Building - In the customer's
mind, TV advertising creates awareness of your product, service,
company, and most importantly, the BRAND. In this world of
constant media messages, it has never been more important to separate
the company from the rest of the pack, and TV advertising makes the
most vivid impression at a bargain "cost per impression."

vi. Quality creative opportunities: ​See It, Hear It, Remember It - Studies
on learning and memory reveal that repetition with both sound and
visual input is the best way to ensure that a concept (such as product)
is remembered. TV advertising consistently offers both
vii. Segmentation Possibilities through cable outlet. Regional wise
segmentation is possible through cable television.

Disadvantage

i. Greater clutters
ii. Low recall due to clutter
iii. Channel surfing during commercial
iv. High cost per Advertisement . Nowadays the rate of Advertising in
TV has risen .It has become very expensive.

2
http://www.cheaptvspots.com/whytv.html
Television advertising provides an exciting, audio + video experience that presents your
business in a dynamic, persuasive way -- and gets people to your door who wouldn't have
even known to search for you before.

Television advertising has earned an excellent, consistent, successful track record of

promoting products and services for over half a century. TV advertising has many advantages
for local, regional, and nationwide businesses.

II. RADIO

Television and later ´new’ media were hyped to being the media of the future. But
thanks to technology radio is making a comeback. Radio may not be considered as
glamorous as Television. In spite of being overshadowed by the presence of Television. A
certain percentage of the population is still prefer radio and are frequent listener. ​Local
advertisers love radio. It reaches the right people, in the right numbers at the right time The
best thing about radio advertising is its ability to harness the imagination of listeners. A
skillfully written commercial leaves listeners with a sensory image of your product or service

Using radio you can communicate to your potential customers at any time of day or night.
You can even select certain times of the day in which to advertise more frequently, depending
on the demographic you are targeting. Advertising works by repetition – increased exposure
to a message will reinforce it - and radio is one of the most cost-effective means of creating
frequent, focused communications3

Advantage

i. Recall promoted.
ii. Selectivity:​ There is a high degree of audience selectivity and
segmentation available when using radio advertisement. Radio gives a
company the ability to focus their message on a specific target
audience. Consumers spend more time listening to the radio than
watching television. For small businesses, radio represents a powerful
local medium.
iii. Position:​ The position the product or service portrays in the mind of
the consumer is also of great importance. With radio advertisement the
listeners make use of their imagination to imagine the product or
service.

3
http://www.freshairstudios.co.uk/articles/the-benefits-of-radio-advertising.html
 iv. Music and Advertisement : Listening to your favorite music puts
people in a great mood. One of the advantages to radio advertising is
the receptiveness to new ideas this mood creates.
v. Flexibility:​ Radio advertisement has a very short closing period. This
means the advertiser can change the message up to a few minutes
before it airs. These radio commercials can also be produced and
scheduled on very short notice and the radio advertisers can easily
adjust their message if they want to.

vi. Cost effective media:​ This is a low cost media to use when advertising
through Radio. It requires only script that must be read by the radio
announcer, meaning that its very inexpensive to produce a radio
advertisement. Advertisers can build and target a

larger reach and frequency because of the low overall cost of radio.

vii. Integrated marketing opportunities:​ Radio stations and their D J's

are usually part of the local community and often they are very popular
role models and public figures. Advertisers make use of radio stations
and their D J's to be ambassadors for their product or service. This will
help them enhance their image and their involvement within the local
community.

Disadvantage

i. Impermanence​: If an ad in a newspaper or magazine catches

attention, one can cut it out and save it. But radio ads are ephemeral-
‘hear them, and then they're gone’. If you missed a phone number or
some other detail mentioned during the ad, you're going to have to wait
for it to come on again.
ii. Short exposure Time​: ​Listeners can’t go back to the ads to have a
look over some important point.
iii. Low attention​: People can listen to the radio while they're driving,
Because they're driving, they're not going to be able to act right away
on the ad messages they hear. No one's going to pull over on the
freeway and listen to the ads

iv. Few chances to reach national Audiences

 v. Overload​: Organizations usually focus on promoting their products
during the prime time. Clutter is too obvious and people may find
to concentrate or recall all the advertisement . They get easily
confused and forget because of too many ads.

III​. ​MAGAZINES

Besides Television and Radio , Magazine too plays an important in advertising.

Magazine advertisements focus on the visual presentation. The photo, the colors used, the
font type selected -- those choices make a huge difference in the unwritten message a
magazine ad sends to readers.

Advantages:
∙ Status: some magazine titles are well respected in their field, so an
advertisement in these will increase your product/service’s prestige by
association.
∙ Long Life: magazines have a longer “life” than newspapers, they sit
about in doctor’s waiting rooms, magazine racks and with collectors.
∙ High market Segmentation.
∙ Targeted Audience interest by magazine: Print media provides
opportunities to advertisers to reach targeted audiences in a local
market.
∙ Direct-response technique(Coupons with address, toll-free numbers).
∙ High resolution and color quality.
∙ Availability of special features (Scratch and Surf).
∙ Pass-on readership​: people may pass magazines on to their friends
and family which will increase exposure of advertisement.
∙ R​ead during Leisure time(longer attention to the Ad)

Disadvantage

∙ Declining readership(hard to choose which is popular).

∙ Little flexibility.
∙ High cost.
∙ Long Lead time to Ad showing.
 ∙ Clutter :A 100 page magazine, about 50 pages may be filled with
advertisement

Script writing for electronic media- Radio, TV, web, ,non -broadcast gadgets
Radio
∙ Keep it short and simple
∙ Use simple words and avoid unfamiliar words
∙ Repeat important words
∙ Keep punctuation simple
∙ Avoid abbreviations
∙ Stress on Pronunciation.
∙ Pleasant voice .
∙ Stress on words and non –verbal communication
TV

○ Pleasing voice.
○ Beautiful Backdrop
○ The duration of TV commercials last only a minute or less ,therefore the
message must short catchy and punchy.
○ Merge your audio and video to create a powerful sales tool.
○ A strong storyline is an effective way to deliver brand messages in a
meaningful and memorable way.
○ Presence of Humor makes a commercial memorable.
○ Use of an iconic-type character as being an integral part of making a
commercial stand out from the pack.
○ Focus on main theme and maintain clarity .
○ Preserve Consistency. To generate maximum results among the targeted
audience, always avoid contradictory or uneven messages and images.
Consider using the same voice talent, fonts, colors, logos, taglines and other
creative elements in every advertisement.
CLASSIFICATION OF MAGAZINES

I. Consumer Magazines

Consumer magazines represent the major portion of the

Magazine Industry. The most frequently advertised Categories in
consumer Magazines are –Automobile , Direct response ,Toiletries &
Cosmetics, Computer, Office Equipment and stationery and business
and consumer services.

ii. Farm publication:-​ These magazines are meant for the farmers and
agricultural traders

i. Business Publication: ​– Are those Magazines or trade journal

published for specific business ,industries or occupation ,standard rate
and trade journals.
1. Magazines directed at specific professional groups

2. Industrial Magazines directed at business people

3. Trade magazine targeted too wholesaler ,dealer ,distributor ,retailer

4. General business Magazines aimed at execution in all areas of business

5. Health Care Publication targeted to various areas.

IV. NEWSPAPER

Newspaper ads are print ads that run in local or national, daily or weekly news
publications. Newspaper can be distributed daily, weekly or in partial form as the
advertising supplement found in the front section of many grocery stores and retail outlet.
For many smaller local firms newspaper ads plays an important role

Types of Newspaper Advertising

1. Display Advertising

Is found throughout the newspaper and generally uses illustration ,Headlines, White
space and other visual device in addition to the copy-text

Local Advertising

Refers to Advertisements placed by local organizational business and

individuals

National or General Advertising

Refers to newspaper display advertising done by markets of brand product

or service that are sold on a national or regional level

2. Classified Advertising

Classified advertising are small-spaced, words-only ads presented in a clearly

labeled section with no editorial content. They are priced according to word
count and generally run multiple times. It provides a community marketplace
for goods, services, and opportunities of every type, from real estate and
 new-car sales to employment and business opportunities. Employment, real
estate, and automotive are the three major categories of classified advertising.
Provides newspaper with a substantial amount of revenue. These ads run in
the classified section of the paper but use illustration ,large type size, white
space, border and even color to stand

Special Advertisements inserts

Includes a variety of government and finance report and notices and public
notices of change in business and personal relationship.

Advantage

i. Priority for local Advertisements​: Advertisers can vary their coverage by choosing
a paper that reaches the areas with the greatest sales potential. Advertisers take advantage of
the geographic selectivity of newspapers to concentrate their media or to take advantage of
strong sales potential in a particular area.

ii. High flexibility​: From the advertiser's point-of-view, newspaper advertising can be
convenient because production changes can be made quickly, if necessary, and you can often
insert a new advertisement on short notice.

iii. High Credibility​.(new paper ought to be impartial and authentic)

iv. Strong audience interest​; The first thing in the morning, most of the people do is to
read the Newspaper .If the promotional messages and images are striking ,it creates deep
impact in the minds of the readers.

v. Longer copy-message possible​ ;One can add as much content as possible

vi. Coupons and special response features ​;

Disadvantage

As a media, handset newspaper has the characteristic of individuality, interactivity and easy
carrying. They are more interactive than newspaper, more freely than radio, more convenient
than television, more common than computer. So, it greatly attracted advertisement business.
However, handset newspapers actually have many problems in delivering messages: they
cannot transmit massive advertising information; they just offered little advertising space for
advertisement

i. Short life span(after reading can be destroyed or used for wrapping )

ii. Clutter-another common limitation .All the ads are shown on page, as result ,readers
fail to recollect the ads.
iii. Poor Quality :Most of the newspaper use recycled paper. Oil or water can easily
destroy the paper

Traditional medium has its own advantages, since in the information age; the core
competition of media is their content. For newspaper industry, its authority in content is its
unique character.. More and more peoples are choosing newspaper information for buying
houses or finding jobs, because the advertisements in the newspaper are reliable and true. For
dissemination, content is core. No matter how advanced technology Internet medium enjoys,
the major task is still spreading the content to the readers. We should bring the content
advantages traditional media has into play. At the same time, we should also make full use of
newly emerged media and intensify the media’s fusion so as to create a “cross—media” age.4

OUTDOOR ADVERTISEMENTS;

Out-of-home advertising ,therefore , is focused on marketing to consumers when

they are “on the go” in public places , in transit ,waiting (such as medical office and other
places ), and /or in specific commercial locations( supermarket ). The Government agencies
approves of the Outdoor Advertisement on public place and offices ,because it generate
additional revenues.

Billboards along major roads are the most common form of outdoor advertising

Advantage of Billboards.

i. Able to select by geographic

ii. Accessible for Local Advertisement
iii. Low cost per impression.
iv. Broad reach.
v. High Frequency on major commuter routes.
vi. Large spectacular Ads Possible

Disadvantage

i. Short exposure time.

ii. Brief Message.
iii. A Little Segmentation possible.
iv. Cluttered Travel routes.

Other Outdoor Advertisements

∙ Signs on cab/bused

4
http://www.essaydata.com/essays/1818_2.html
 ∙ Park benches
∙ Fences of sports Arena and main roads
∙ Leaflets ,brochure, carry-home
∙ Advertisements on Carry home Bags from stores
∙ Advertisements on T-shirts and caps (Promotional Give-ways)
∙ Advertisements on Movie trailer both in theatre and on home-videos
∙ Small, free standing road signs
∙ Yellow pages and phone book advertisement
∙ In-house advertisement place by airlines in seats
∙ Advertisements on walls and airports ,subway terminal ,bus-terminal
and inside cabs and buses
∙ Advertisements in stadiums ,on gas pumps, bike racks, rest areas

Digital Out of Home-DOOH:- It refers to dynamic media distributed across placed

–based networks in venues including but not limited to cafes, bars, hotels, health-club,
colleges , arenas and public spaces. DOOH media benefits location owners and
advertisers alike in being able to engage customers and audiences and extend the reach
and effectiveness of marketing messages .It is also referred to as Digital Signage.
DOOH also includes stand –alone screens ,kiosks, and interactive media found in
public places . The availability of inexpensive LCD screens with built –in media
players has opened the door for companies to add interactive video messages in Point
of Purchase(POP) displays. The Displays allow consumers to get additional information
at the moment of decision on a product or service . Growth in DOOH has been
increasing ,with more POP manufacturer , advertisers, and content developers moving
to digital.

NON-DIGITAL OUT-OF-HOME:
Non-digital out-of-home refers to other types of media distributed across physical
spaces. These are :-

∙ Bulletin - Bulletin billboards are usually located in highly visible, heavy traffic areas
such as expressways, primary arteries, and major intersections. With extended periods
of high visibility, billboard advertisements provide advertisers with significant impact
on commuters.
∙ Bus advertising - Firmly establish brand awareness and generate quick recall with
high profile exposure near point of purchase locations.
∙ Commuter rail display - Reaches a captive audience of upscale suburban commuters.
Additionally, reaches lunch-time patrons, shoppers and business professionals.
∙ Lamppost banner advertising - Lamp columns are sited everywhere, allowing
advertisers and events to use banners to target precise geographical locations and
create massive promotional awareness.
∙ Mobile billboard - Mobile billboards offer a great degree of flexibility to advertisers.
These advertisements can target specific routes, venue or events, or can be used to
 achieve market saturation. A special version is the inflatable billboard which can
stand free nearly everywhere. This product can also be used for outdoor movie nights.
∙ Poster - Target local audiences with these billboards, which are highly visible to
vehicular traffic and are ideal for the introduction of new products/services. Marketers
use posters to achieve advertising objectives and increase brand awareness by placing
multiple units in strategic locations while lowering the cost per thousand impressions.
∙ Premier panel - Premiere panels combine the frequency and reach of a poster
campaign with the creative impact of a bulletin.
∙ Premier square - Bright top and bottom illumination on a premiere panel provide extra
impact after dark.
∙ Street advertising - The use of pavements and street furniture to create media space
for brands to get their message onto the street in a cost-effective approach.
∙ Taxi advertising - Taxi advertising allows advertisers to highlight their products,
whether brand awareness, or a targeted message, directly to areas where people work,
shop, and play.
∙ Walls capes - Walls capes are attached to buildings and are able to accommodate a
wide variety of unusual shapes and sizes. These billboard advertisements are visible
from a distance and provide tremendous impact in major metro areas.

Other types of non-digital out-of-home advertising include airport displays; transit and
bus-shelter displays; headrest displays; double-sided panels; junior posters; and mall displays

Advantage of Outdoor Advertisements

∙ Wide coverage of local markets.

∙ Geographic flexibility.
∙ Creativity.
∙ Ability to create awareness.
∙ Efficiency and Effectiveness is assured .
∙ Production capabilities.

Disadvantage

∙ Waste Coverage-most of the place these sorts of advertisement gets

unnoticed.
∙ People give less importance to such advertisement.

DIRECT MAIL
Many companies send Ads directly to target –market of customer through mailing list or
blanket a region for more general product. Firms mail free samples ,coupons and other
special feature to potential customer on an daily basis. It
works only when it reaches the person who makes a significant amount of family
purchasing decision. Mail offer include direct response program can be targeted to
geographic market segmentation .

Demerits :-

▪ Direct has become costly and less effective.

▪ Because of too much clutter , people tend to ignore the mail
▪ Nuisance factor ; People are fed up with these sort of advertisements.
▪ Advertising usually require a color brochure ,flashy and
extravagantly attractive. People have developed a negative attitude
towards Direct mail because people are cheated.

ADVERTISING IN MOVIE THEATER.

Consumer reaction to Advertisement in Movies theater is Mixed. Some people

like it and some people are not bothered about it

Advantage

i. Exposure: A pretty good number of people come and watch movies in

theater.
ii. Cost-less and economical
iii. Recall: Can easily recall the ads in theater than in television
iv. Lack of clutter: Very selective advertisement catering to a particular
region.
v. Segmentation- It is very much possible ,the ability to target specific
demographic segmentation.

Disadvantage

i. Irritation: The viewer’s get irritated because everyone waits eagerly

for the movie.
ii. Depends of the Mood.

PRODUCT PLACEMENT :

An increasingly common way to promote a product or serve ,is try showing the
actual product or an Advertisement ,as if it is a part of a movie or T.V Show. Product
placement is promotional tactic used by marketers in which characters in a fictional play
,movie, television series, or book use a real commercial product .Typically either the
product and logo is shown or favorable qualities of the product are mentioned.

Types of Product placement:

 i).The most common form of product placement is the inclusion of a product name
or logo in the foreground or background of a scene. Payments are based on
exposure ,including the number of times the product is shown or mentioned ,the duration
of that exposure ,and the degree of inclusion of the product in the story line .Producers
seek out companies for product placement as another source of revenue .
The most common
product to be promoted in this way are automobiles. Frequently,all the important
vehicles in a movies or television serial will be supplied by one manufacturer

ii)The variant of product placement is advertisement placement . An advertisement

of the product rather than the product is shown indirectly.

iii) Product placement is also being used in Novels and story -telling and video
games..

TRANSIT ADVERTISING :

Advertisement that appears inside and outside on public transport vehicles ,in
waiting areas and at stations and terminals.

Types of Transit Advertising

i. Inside Card – Placed above the seats and Luggage.

ii. Outside Posters- may appear on the sides ,backs or on roofs of buses,
taxis ,trains and subway and trolley cars.
iii. Station ,platform and terminal posters, floor display, electronic signs
and other form of advertising that appear in train subway states are
also called Transit advertising .
 CHAPTER-3
COPY WRITING.

COPY:

The copy of the advertisement is defined ,” all the written or spoken material in it
including headlines, coupons and advertisers name and address , as well as the main body of
the message.
There are as many definitions to copywriting as there are copywriters in this world. In its
strictest sense, copywriting is the act of writing advertisements (like headlines, slogans,
brochures, direct mail packages and even websites) with the goal of making a sale. While this
definition is correct, it is also far from being complete.
The most poetic definition of copywriting I’ve come across, was
written by one of the my favorite advertising copywriters in our time: Bruce Bendinger, who
in his remarkable book “The Copy Workshop Workbook” writes…

A well –planned and drafted copy should ;-

i. Attract primary and initial attention of the buyer.

ii. Hold the attention of buyer in an interesting way.
iii. Awake and stimulate the interest of the buyers.
 iv. Create an impression in buyers to have memory value.
v. Convince ,persuade or induce the reader.
vi. Suggest and lead to specific response .

Attention.

I. Interest.

D. Desire.

A. Action

Qualities of a Good Advertisement Copy

i. It must be simple.
ii. It must be Informative
iii. Must be concise and Complete
iv. Must be Enthusiastic
v. Must be Honest
vi. Create an Urge to buy

A good Advertisement copy

i. It must make people to see it.

ii. It must make people to read it.
iii. It must make people to understand it.
iv. It must make people to believe it.
v. It must make people to buy the product.

Advertisement Copy must perform the following function

i. Attract Attention.
ii. Command Interest.
iii. Create Desire.
iv. Inspire Conviction.
v. Provoke Action.

COPY
On the Basis of On the Basis of On the Basis of On the Basis of On the Basis of

Function Purpose Appeal mode of conveying- Form

Message

i. On the basis of Function

Educational Competitiveness Institutional

ii. On the basis of Purpose

Goodwill Selling

iii. On the Basis of Appeal

Reason why Human Interest

iv. On the Basis of Form

Medium features Feature

v. On the Basis of mode of Conveying message

Suggestive Expository Descriptive Argumentative

 Direct Indirect

∙ Educational Copy – Educating the public regarding the use of the Product
∙ Competitive Copy – Highlighting the special feature of the product .that must be
absent in the competitor’s product
∙ Institutional Copy- It sells not the Product of the Institution but the name of the
institution
∙ Missionary copy – Aims at propaganda for the product
∙ Pioneering copy – Aims at educating the public
∙ Goodwill copy.-Aims at promoting the name of the Organization
∙ Human interest copy- Appeal to the emotions and senses ,rather than to intellect and
judgment.e.g. – fear copy, humorous copy , etc.
∙ Suggestive copy- Directly or indirectly convey the message ,which lead to sale
∙ Expository copy- Expose the facts, clear and concise are presented
∙ Descriptive copy- Conveys the ideas in words or pictures so as to impress the
reader’ s mind.

Elements of an Advertisement copy.

i. Attention and retention value :​ – The advertisement must attract the attention
of the people b by using beautiful images, melodious and effective vocal
expression , catchy phrases and slogans , providing artistic outlines and
borders , balancing and mixing the colors beautifully etc. These sort of
advertisement remains in the minds of the people and creates a deep
impression in them .
ii. Suggestive value:-T ​ he advertisement must suggest some message or
information to the targeted market. Hollow and meaningless message will
result in negative demand for the product
iii. Conviction value:​ - Presentation must be genuine ,accurate and credible .
The people have become suspicious and will not hesitate to question the
authenticity The trend has changed , people will not take it for granted
anything that has been provided to them .The organization cannot simply cheat
or mislead the people by showing some hollow and exaggerated
advertisement. Genuineness and Authenticity have become an important
principles of any type of advertisement.
iv. Sentimental value:- The sentimental feeling or the prejudiced attitude of the
reader should not be affected by the advertisement. The advertisers must
 stick to the moral and ethical code of conduct. They must not humiliate or
disgrace any persons faith or culture or beliefs or lifestyle.
v. Educative value:-A​dvertisements must not even entertain but also educate
and inform the viewers or audience or readers.
vi. Memorizing value​:- The advertisement must carry the images ,words and
message that are appealing to senses and can be easily remembered

Appeals and themes : ​ The various themes and appeals that often see in the advertisements
are:-

Message appeal

On the basis of ​product On the basis of ​consumer

The common appeals or themes are :-

☞ The theme of beauty .(Examples: Advertisement of Kalyan jewelers, Face creams,

powder etc., )
☞ The theme of health.(Examples: Advertisement of Health drinks like BOOST,
Complan, Refined Oil(saffola, sunflower refined oils) etc.,)
☞ Theme of pride.(Examples: Advertisements of Paints, Mercedes benz etc.)
☞ Theme of comfort.(Examples: Advertisements of dress, slippers, etc.,)
☞ Theme of economy. (Examples: Advertisements of Fuel efficient bikes, Led lights,
solar equipment, etc.,)
☞ Theme of fear. (Examples: Advertisements of Insurance , Hygienic products etc.,)
☞ Theme of affection(Examples: Advertisements of confectionaries, etc.,).
☞ Theme of distinction. (Examples: Advertisements of Raymond brand ,Dove soap
etc.,)
☞ Theme of patriotism and social responsibilities and moral values.(Organizations
spread message on safety ,pollution free environment, social values , children
education etc., (Advertisement of MALABAR GOLD- Mr.Mohanlal spreading a
message of cleanliness and keeping the environment clean)

Requirements of Copy writing

⌘ Selecting copy: A person who shapes ,designs and sculpts in an

advertisement is called a copy-writer. Copy is the test of an advertisement or
the words that people say in the commercial.
 ⌘ Writing an Effective copy:-Be Succinct- use short, familiar words ,short
sentences and short paragraph.
○ Be Specific- Don’t waste time on generalities the more specific the
message, the more attention--getting and memorable it is.
○ Get personal-directly address your audience whenever possible as ,
“ you& your”
○ Be Original.
○ Use Variety.

Copy writing for Print

Copy element fall into 2 Categories

1.Display 2.Body Copy

1.Display Copy- includes all elements that readers see- Headlines, sub-head ,call-outs ,
loglines and slogans.
2.Body copy- includes the element that are disguised to be read and absorbed , such as the
text of the ad message and caption.

Copy writer Toolkit

i. Headlines
ii. Over-lines and underlines- Phrases or sentences that either lead into
the headlines or follow upon the thought in the headlines
iii. Body Copy​- Text of the Ad-Purpose is to explain the idea or selling
pain.
iv. Sub –heading- ​Begins a new section of the copy ,usually bold type
or larger than the body copy.
v. Call-out-​Sentences that float around the visual with a line or arrow
pointing to some specific .element in the visual that they name and
explain.
vi. Caption-​A short piece of copy or sentences that explain what you
are looking at in a photo or illustration.
vii. Tagline-A​ short Phrase that wraps up the key idea or creative concept
that usually appears at the end of the body concept
viii. Slogans-A​ distinctive catch phrases that serves as a motto for a
campaign
ix. Call to Action-.Lines at the end of an Ad that encourages people to
respond and give information and how to respond

e.g. a toll-free phone number , an E-mail or web address

LAYOUT

A layout may be defined as the format in which the various elements of the advertisement are
combined. It should not be confused with the visualization though. It is a blue-print. Its
function is to assemble the different parts of advertisements- illustrations, headlines, body
text, the advertisers signature, and perhaps borders and other graphic materials- into a unified
presentation of the sales message.

Elements of Layout: ​The various elements of a layout are as follows:

○ Headlines: Lines of text that are set in larger type for the purpose of attracting
readers are headlines.
○ Subheads: In a lengthy article, subheads can be used to break text into shorter
segments. Subheads can also appear beneath a headline, it should be short and
concise .
○ Picture Captions: Too attract the attention of the readers or viewers ,picture
caption is useful method. Captions for Photos, artwork, or info graphics, to
give readers a bit more detail. Captions are generally set in a small but easy to
read font.
○ Blurbs: A blurb is a short summary or some words of praise accompanying a
creative work.
○ Illustrations: An illustration is a visualization such as a drawing, painting,
photograph or other work of art that stresses subject more than form.
○ Product Package: A Product Package is the manner in which something, such
as a proposal or product, or someone, such as a candidate or author, is
presented to the public.
○ Body Copy: The primary text of an article is known as body copy. Any text is
generally referred to as copy, while the body copy refers to the bulk of the
article.

Principles of Good Layout: In a good layout the following aspects must be available . These
includes:
(1) Balance: Balance, of considerable importance in a layout, involves
artistically combining the various sizes and shapes that make up an
advertisement. Essentially, there are two forms of balance- Formal or
symmetrical and Informal or asymmetrical
(2) Movement: If a print advertisement is to get the reader’s eye to “move”
through it, the layout should provide for gaze motion or structural motion.
(3) Unity: Unity in layout refers to keeping the elements of the advertisement
together so that the advertisement does not “fall apart”.
(4) Clarity and Simplicity: Although, it is important to make a layout
interesting, care must be taken to see that it remains simple enough so as
not to lose its clarity and simplicity.
(5) Emphasis: A good layout should make the advertisement as a whole
prominent and also emphasize certain more important elements. It can be
done so by following some of the following techniques-
○ Repetition​: A headline, an illustration or a trademark, for
example, may gain added emphasis if repeated several times​.
○ Contrast: ​Another technique is contrast of size, color, or style.
In a row of six men, all six feet tall, with a small boy at the end,
 the boy would attract attention.
○ White Space:​ This is another technique which should be use
very carefully.

Kinds of Layouts: ​The different forms of layout are ;

○ Thumbnail Sketches
○ Rough Layout.
○ Finished Layouts.
○ Comprehensive Layouts.
○ Working Layouts

​Thumbnail Sketches – They are miniature sketches that are used by the art directors
to convey the basic layout style and treatment without spelling out small details.
​Rough Layout – Rough layouts or visuals, are prepared for almost all
advertisements. They are the same size as the finished advertisements except for outdoor
posters.
Finished Layouts – The next stage is the preparation of the finished layout, which is
worked more carefully than the rough layout. They suggest in considerable detail the style of
the illustration and headlines and therefore serve as a guide to artist and typographer.
Comprehensive Layouts – A comprehensive layout is prepared for a client when
they are unable to judge the effect of the finished advertisements by looking at the finished
layout. These layouts come very close to resembling the finished advertisements.
​Working Layouts – Working layouts are not really layouts, but rather a sort of
“blueprint” for production, indicating the exact position of the various elements and
appropriate instructions for the typographer and engraver. They are also known as
“mechanicals”. Mechanics of Layout artist follow certain general rules in the mechanics of
their production to achieve as nearly as possible the effect of the finished advertisement.For
example; Measuring out the space for the advertisement etc.,

TYPOGRAPHY

Typography​ (from the ​Greek​ words (typos) = form and (graphy) = writing) is the art and
technique of ​arranging type​. The arrangement of type involves the selection
of ​typefaces​, point size, ​line length​, ​leading​ (line spacing), adjusting the spaces between
groups of letters (​tracking​) and adjusting the space between pairs of letters (​kerning​). ​Type
design​ is a closely related craft, which some consider distinct and others a part of typography;
most typographers do not design typefaces, and some type designers do not consider
themselves typographers.

Typography is performed by ​typesetters​, compositors, typographers, ​graphic designers​, ​art

directors​, comic book artists, graffiti artists, clerical workers, and anyone else who arranges
type for a product. Until the ​Digital Age​, typography was a specialized occupation.
Digitization opened up typography to new generations of visual designers and lay users.
According to David Jury, "Typography is now something everybody does."

In traditional typography, text is ​composed​ to create a readable, coherent, and visually

satisfying whole that works invisibly, without the awareness of the reader.

Choice of font(s) is the primary aspect of text typography—​prose​ ​fiction​, ​non-fiction​,

editorial, educational, religious, scientific, spiritual and commercial writing all have differing
characteristics and requirements of appropriate typefaces and fonts. For historic material
established text typefaces are frequently chosen according to a scheme of
historical ​genre​ acquired by a long process of accretion, with considerable overlap between
historical periods.

Contemporary books are more likely to be set with “text romans" or "book romans" with
design values echoing present-day design arts. Newspapers and magazines rely on compact,
tightly fitted seriffed text fonts specially designed for the task, which offer maximum
flexibility, readability and efficient use of page space. “Sans serif” text fonts are often used
for introductory paragraphs, incidental text and whole short articles.

Typography is modulated by ​orthography​ and ​linguistics​, word structures, word

frequencies, morphology, ​phonetic​ constructs and linguistic ​syntax​. Typography is also
subject to specific cultural conventions. For example, in ​French​ it is customary to insert
a ​non-breaking space​ before a colon (:) or ​semicolon​ (;) in a sentence, while in ​English​ it is
not.

Typography has long been a vital part of promotional material and ​advertising​. Designers
often use typography to set a theme and mood in an advertisement; for example using bold,
large text to convey a particular message to the reader. Type is often used to draw attention to
a particular advertisement, combined with efficient use of color, shapes and images. Today,
typography in advertising often reflects a company's ​brand​. Fonts used in advertisements
convey different messages to the reader, classical fonts are for a strong personality, while
more modern fonts are for a cleaner, neutral look. Bold fonts are used for making statements
and attracting attention. ​[source: ​http://en.wikipedia.org/wiki/Typography​]

Lithography:
Lithography (from Greek - lithos, 'stone' + graphein, 'to write') is a method for
printing using a stone (lithographic limestone) or a metal plate with a completely smooth
surface. Invented in 1796 by Bavarian author Alois Senefelder as a cheap method of
publishing theatrical works, lithography can be used to print text or artwork onto paper or
other suitable material.
Lithography originally used an image drawn (etched) into a coating of wax or an oily
substance applied to a plate of lithographic stone as the medium to transfer ink to a blank
paper sheet, and so produce a printed page. In modern lithography, the image is made of a
polymer coating applied to a flexible aluminum plate. To print an image lithographically, the
flat surface of the stone plate is roughened slightly—etched—and divided into hydrophilic
regions that accept a film of water, and thereby repel the greasy ink; and hydrophobic regions
that repel water and accept ink because the surface tension is greater on the greasy image
area, which remains dry. The image can be printed directly from the stone plate (the
orientation of the image is reversed), or it can be offset, by transferring the image onto a
flexible sheet (rubber) for printing and publication.
As a printing technology, lithography is different from intaglio printing (gravure), wherein a
plate is either engraved, etched, or stippled to score cavities to contain the printing ink; and
woodblock printing, and letterpress printing, wherein ink is applied to the raised surfaces of
letters or images. Most types of books of high-volume text are printed with offset
lithography, the most common form of printing technology. Etymologically, the word
lithography also denotes photolithography, a micro fabrication technique used to make
integrated circuits and micro electromechanical systems, as such are more technologically
akin to etching than lithography, printing from a stone plate.

The principle of lithography.

Lithography uses simple chemical processes to create an image. For instance, the positive
part of an image is a water-repelling ("hydrophobic") substance, while the negative image
would be water-retaining ("hydrophilic"). Thus, when the plate is introduced to a compatible
printing ink and water mixture, the ink will adhere to the positive image and the water will
clean the negative image. This allows a flat print plate to be used, enabling much longer and
more detailed print runs than the older physical methods of printing (e.g., intaglio printing,
letterpress printing).
Lithography was ​invented  by  Alois  Senefelder  in  Bohemia  in  1796.  In  the  early  days  of 
lithography,  a  smooth  piece  of  limestone  was  used  (hence  the  name  "lithography":  "lithos" 
(λιθος)  is  the  ancient  Greek  word  for  stone).  After  the  oil-based  image  was  put  on  the 
surface,  ​a solution of gum arabic in water was applied, the gum sticking only to the non-oily
surface. During printing, water adhered to the gum arabic surfaces and avoided the oily parts,
while the oily ink used for printing did the opposite.
Lithography works because of the mutual repulsion of oil and water. The image is drawn on
the surface of the print plate with a fat or oil-based medium (hydrophobic) such as a wax
crayon, which may be pigmented to make the drawing visible. A wide range of oil-based
media is available, but the durability of the image on the stone depends on the lipid content of
the material being used, and its ability to withstand water and acid. After the drawing of the
image, an aqueous solution of gum arabic, weakly acidified with nitric acidHNO3 is applied
to the stone. The function of this solution is to create a hydrophilic layer of calcium nitrate
salt, Ca(NO3)2, and gum arabic on all non-image surfaces. The gum solution penetrates into
the pores of the stone, completely surrounding the original image with a hydrophilic layer
that will not accept the printing ink. Using lithographic turpentine, the printer then removes
any excess of the greasy drawing material, but a hydrophobic molecular film of it remains
tightly bonded to the surface of the stone, rejecting the gum arabic and water, but ready to
accept the oily ink. [​source: http://en.wikipedia.org/wiki/Lithography]
Etching​ is the process of using strong ​acid​ or m ​ ordant​ to cut into the unprotected
parts of a m ​ etal​ surface to create a design in intaglio in the metal (the original process—in
modern manufacturing other chemicals may be used on other types of material). As
an intaglio method of ​printmaking,​ it is, along with e​ ngraving,​ the most important technique
for o​ ld master prints​, and remains widely used today. In ​ taglio​ - family
of ​printmaking​ techniques in which the image is incised into a surface, known as the matrix
or plate. Normally, c​ opper​ or ​zinc​ plates are used as a surface, and the incisions are created
by e​ tching​, ​engraving​, ​dry point.​
Chromolithography​ is a method for making multi-color p​ rints​. This type of color
printing stemmed from the process of ​lithography​, and it includes all types of lithography that
are printed in color. When chromolithography is used to reproduce photographs, the term
photo chrom​ is frequently used. Lithographers sought to find a way to print on flat surfaces
with the
Planographic printing​ means printing from a flat surface, as opposed to a raised
surface (as with r​ elief printing)​ or incised surface (as ith intaglio printing). ​Lithography​ and
offset lithography​ are planographic processes that utilize the property that water will not mix
with oil. The image is applying a t​ usche​ (greasy substance) to a plate or stone. (The term
lithography comes from litho, for stone, and -graph to draw.)use of chemicals instead
of ​relief​ or intaglio printing

Top 7 Types Of Printing Processes: A Primer

By ​Margie Gallo Dana5

1. Offset Lithography the most common printing process today the workhorse! It
offsets ink from metal plates to a rubber blanket (cylinder) to the paper. Almost every
commercial printer does offset printing.
2. Engraving think "fine stationery." Produces the sharpest image of all. Image feels
indented (run your fingers over the back side of the sheet). Most law firms still use
engraving.
3. Thermography raised printing​, less expensive than engraving. Uses special
powder that’s adhered to any color ink. Mainly used for stationery products.
4. Reprographics general term covering copying and duplicating. Think in-house
copying departments and copy or quick-printing shops. They take your originals and
make duplicates of them.
5. Digital Printing the newest printing process and the least understood! Includes all
processes that use digital imaging to create printed pieces. Doesn’t use film. (Think

5
​Source: ​http://Top7Business.com/?expert=Margie_Gallo_Dana
 desktop to the digital press.) For short-run, fast-turnaround jobs. Limitations include
color, paper choices, and quality. But not for long -- the technology is exploding!
6. Letterpress ​the original process founded by Gutenberg in 1440. "Relief" printing
(like rubber stamps, images on the plate are higher than the surface). Fine letterpress
is being done by fewer and fewer printers.
7. Screen a.k.a. silk-screening. ​Ink is forced through a screen following a stencil
pattern. Used for ring binders, t shirts, bumper stickers, billboards.

other types of printing

○ Flexography special type of printing for packaging products. The plates used
are flexible. Products include cardboard boxes, grocery bags, gift wrap, and
can and bottle labels.
○ Gravure prints directly from cylinder to paper. Used when printing for
millions of impressions think magazines, newspapers, and direct mail
catalogs.
Why do you need an ad copy?

Ad copywriting is a persuasion, not a negotiation. The craft of getting inspired from poetry of
life and converting it into a compelling ad copy is called Ad copywriting. Somebody has
rightly said, doing a business without advertising is like getting dressed up and sitting in the
dark, you know you are looking beautiful, but nobody else does. Advertising is a major
marketing tool whether you are selling the latest consumer product or a very specialized
piece of industrial equipment. An ad is what communicates the message to the customer and
an effective ad is probably worth several man-hours of marketing. To create an effective ad,
you need a hit ad copy created by an exciting ad copywriter. What really propels a consumer
to buy your product is the compelling ad copy and not its form. A Tiger Woods or a Sachin
Tendulkar do not sell your products, its what they say that promotes your product. Your
message can be spoken through celebrities, jingles, songs, action, drama but it is expressed
and connected through witty Ad Copywriting skills.

Why do you need a professional ad copywriter?

A professional Ad copywriter is a freak who sits in a room away from the world, just to come
up with brilliant ideas that will help you connect with your audiences and increase your
brand equity. Ad copywriting is considered as the most arduous and difficult to master
literary art. It is far easier to come up with ten passable sonnets than to write one powerful
ad copy.

A hit ad needs to be capable of single-handedly selling your product and your ad requires
powerful ad copywriting. This is where a professional ad copywriter makes your ad speak.
All of us have an idea and no one knows your product better than you but selling requires
understanding the customer and an ad copywriter will provide you just that. A professional
ad copywriter is your best bet at creating gripping and persuasive copy that is in sync with
your brand image.

How do we help?
Our Ad copywriters are a bunch of unusual thinkers who have mastered the science of
arresting human intellect. When you are out looking for a professional ad copywriter you are
bound to come across dozens at your first glance. We provide you ad copywriting services
that are par excellence. Our copy is succinct and saleable. Whether it is a product, a service
or general brand promotion, we have the talent, expertise and creative inclination to carry it
through to success.

Our ad copywriters know the business of creating compelling ad copy that grips the
customer. Our copywriters have a wealth of experience to understand your business, your
products and your ethics and put them across creatively to develop a head-turning and
eye-catching copy. Our ad copywriting process entails understanding your requirement, user
psychology and the objectives6.

CHAPTER-4
C​ONSUMER GENERATED MEDIA (CGM)
A revolution in Marketing

“With the economy nose-diving and marketing budgets crunched , the pricey
commercial on TV may no longer be the answer to all troubles. It’s because the
first screen many consumers turn to and turn on may well be Laptop, desktop or
tablet . With eyeballs of the affluent consumer moving to these screens , can

6
​source: h​ ttp://www.contentwritingindia.com/writing_services/ad_copywriting_india.htm
marketers afford to be far behind”- Brand equity- The economic Times , 12
September 2012

The rules of business are changing .The traditional way of marketing has
undergone a considerable change .Marketers will focus more on the new media and
methodologies . The Virtual World will overshadow and overtake the Real world.
A burst of social networks and the resulting eruption of large online families have
given marketers a shiny new pony to show off. Marketers have stressed on the
many advantages of branding on these networks, unleashing the market message
on these online communities. Indeed ,it is the place to see and be seen : Branding
their products and services on “community platform” is the new age way to make
the sale and a captive audience with their brand message .It present immense
challenges in terms of devising the right social media strategy .Almost all of the
users are on the social media platform to stay in touch with friends , track and
update their activities, or follow groups and communities , besides looking for
information about brands ,products an also provide their feed backs .So any
attempts by brands to bombard them with irrelevant information will be
sabotaged. Which are the social media sites that corporations rummage for
feedback and how do companies spot trouble ? For monitoring , social media
platforms are constantly scanned for defined keyword combination : brands(brands ,
product labels , product names etc.),major competitors and strategic issues (brand
values such as sustainability ,innovations and key market issued such as
price-performance ratio, friendliness) . Companies can listen to conversations about
their brands on social media with help of free paid tools. While Google Alerts and
Social Mention are free tools , companies prefer working with software vendors to
have access to customized data. Social media helps the company to easily track
and measure what people are saying about you , your company , a new product or
any topic across the web’s social media landscape in real time .

There are three priorities for marketers using social media in India- ​Awareness ,
engagement and sales . These three priorities are not mutually exclusive ,but
instead represent a process through which social media increasing its function as a
key channel of communication .Social media has a become a priority because it
represents an opportunity for dialogue , not just a way to broadcast a message. For
a company to be able reach its target audience and actually engage them in
dialogue or a unique activity , that represents an opportunity for real time
feedback and customer response. The increased awareness and consumer
engagement that follows leads to more purchase consideration and sales – whether
it’s a service or a product the company is promoting .

In the June 2011 the Nike premiered its new Advertisement campaign titled
“The Chosen” not on TV, but on Face-book. The campaign was used to launch a
video contest , inviting people to submit their videos of extreme action sports like
surfing, skateboarding ,snow- boarding etc. The finalist were then judged by a
group of professionals within Nike and the winner was selected and titled as the
“Chosen One”. The marketing strategy adopted by Nike definitely evoked a positive
response from the Youth segment .

The same year Ford Introduced its new model –The Ford Explorer –not in an auto
show, something that they had been doing for an half a century ,but on Face-Book.

The social media has been playing a very crucial role in marketing the
brands. So if your Brands has a page on Face-Book ,it’s time you made sure that
it becomes more interactive and engaging, for that’s going to be the key success in
the future”

The cosmetic company ‘Benefit ‘ did just that . With no marketing on TV

or in the print media , Benefit used only the ‘virtual platform’ for all its marketing
endeavors . Using fun and quirky online content and giving away freebies and
having beauty sessions online, the company built an awareness around its
products and kept its fans engaged with the brand, It asked the fans to review its
products on its Face-Book page and even reward its most active reviewers. Finally
these ‘reviewers’ shared with other Face-Book friends about this brand ;and soon
‘ Benefit ‘ become the most talked about brand in the virtual space. Similar to
viral marketing ;but just that this time ,it’s happening online, for that is where most
of the your consumers will be in the future .

It’s going to be an era of the “virtual”. Be it brand Building or increasing

market share, everybody is thinking ‘virtual'

A leading automobile company was preparing to launch a C-segment

sedan for emerging markets. There were already several models by competitors in
the same segment. The company wants to make a splash in the market by offering
something unique to ensure that their product was a class apart from the rest . But
analyzing the existing model of cars from the customers perspective was not only
an easy task. That’s when the automobile company explored the possibilities of
using the existing “listening tools” to get an idea of what current car owners and
potential customers were saying online. During its research , the auto major found
out that plenty of car owners were voicing their views on this class of cars on
Face-Book , Twitter, Blog-posts, review sites etc

It was revealed that car owners were dis-satisfied with the absence of key
features , such as body-colored bumpers ,outside rear view mirrors ,key-less entry ,
factory fitted in-car entertainment etc., amongst the C-segment cars . Taking the cue
from these inputs ,the automobile company not only included these key features in
their new product , but also reworked its marketing campaign for the new car
surrounding these aspects.
 Social media and Networking platforms serve a higher purpose than just
staying in touch or posting pictures; they have emerged a s important tools for
companies operating in the consumer and enterprise product space for a clear
perspective of customers attitude ,their thought process, expectations and
criticisms.

The content generated by consumers through any of the social networking

platforms, discussions forums or blogs are collectively termed Consumer Generated
Media(CGM).CGM is a powerful medium for any company planning to make an
impact in the market.

Now a days ,discussions forums relating to any product , be it a mobile

handset or an anti-virus solution ,are extensively present on the internet .
Consequently ,the whole exercise of listening to customers on the internet on
various social media websites is now a dedicated domain with several companies
offering custom- made tools and solutions for specific requirement . CGM is touted
to be the next big wave of business strategy

According to Forrester Research ,businesses have to move to the next big

process in Social Media Listening in order to sustain the customer confidence . With
Business now understanding the importance of CGM, social media listening tools
have evolved from just collecting data to “Social Intelligence”. Organization need
to make the best use of the unstructured data that is flooding social media and
transform into meaningful data.

Forrester has estimated that by 2015 ,the worldwide market for social
media listening tools is expected to grow to a phenomenal US$ 60 billion from the
existing US$ 35 Billion, as organization try to understand the customer at a deeper
level even before n developing a product .Effectively measuring ,interpreting and
acting on CGM offers key competitive advantage for today’s consumer –centered
brands. The vast unstructured , unprompted online conversation is a powerfully
rich source of meaningful insights , intelligence and information that can provide
sustainable competitive advantage for organization .

Social media presents business with vast amounts of customer information

as well as a lot of irrelevant discussion .But ,by harnessing the right social
technologies ,mining for insights and taking informed marketing decisions, brands
have the opportunity to make the most of social media.

Marketers are looking at the digital medium actively , be it to launch their

films or to create a buzz when launching a new brand . Tripiti Lochan , chief
executive officer , VML Qais , a digital agency , “digital Indian consumers love
content – and brands will start trying to tell stories to their customers , rather than
trying to push messages to them”
 Cosmetic brand Maybelline launched its BB(Bright Benefit)cream in India
through digital campaign , ‘with little print and no TV’. The confidence
stemmed from the fact that it is one of the strongest women’s brands online
that has reached 95% of all women on Facebook over the last two years
according to Leena shoor , marketing manager – Maybelline ,New York .

I​talian ​iconic brand Vespa, when decided to launch in India ,it opted to do
so with a digital engagement via an interactive contest ‘Once Upon a
Vespa’. Surprisingly an overwhelming 125000 plus people visited the brand
website and over 75000 people visited the contest micro-site in a single
month during which the campaign was run . The brand saw over 50,000 test
rides requests and plenty of dealership enquiry on its websites in just 4
months .

Flipkart ,did ​something out of the ordinary . Its 5 million- user base found
themselves playing the role of a preview audience –albeit in the virtual
world, getting a first look at the latest commercial even before they went
on live on TV.

The digital campaign is an interesting archetype for the brand in its pursuit of
promoting Indian values and traditions such as spending time with family’,
‘Celebrating festivals’, ‘being there friends and family always’-all in order to
stay relevant and close in the lives of the Indian consumer .

Digital will mature as marketers realize that they need to focus on providing
experiences to their customers at the right time and right place to be relevant . “TV
will continue to remain TV and allow marketers to have quality reach for
sometimes at least . It is the digital that will be the space for being provocative
and also meaningful”- Harshil Karia, co-founder, FoxyMoron.

Digital advertising as a simple extension of online advertising that include

mobiles and tablets is grossly inadequate Reaching today’s consumer is a daunting ,
highly complex interplay of mediums, messages and moments ,requiring a radical
shift from conventional marketing and a wide array of diverse ,yet complementary
capabilities .It is about weaving stories that integrate the brand or a product into
buyers’ world . It is about weaving stories in such a way that behavior and actions
are influenced and monetized .These stories need to span across all touch points-web,
mobile, social in-store and span across time and space

With social networks becoming part of the consumer’s life , more and more
marketers are dabbling with the user-generated content such as viral videos, instant
tweets and active online communities .Many brands have associated themselves
actively on to the social networking . The Old spice created a series a series of
personalized “You Tubes” videos, the campaign suddenly made the 40-plus brand
relevant to a whole new generation of consumers .

According to IMRB and Internet and Mobile Association of India (IAMAI)

data, there are 121 million internet user in India . This is set to reach 300 million by
2050, almost a three –fold growth . Only 10% of Indians conduct transactions online.
Also e-commerce companies are setting up outlets to acquire more customers and
to cater to the “touch and feel” consumer behavior exhibited by Indian consumer

Source :- Internet World Stats, IMRB and IAMAI

It is interesting to note that from categories like baby products to fashion

and expensive ornaments(Gold and Diamond) ,Indian customer prefer to buy from
physical stores and still prefer to “feel and touch”. They still do not trust the online
media completely . When compare to China , which has 480 million internet user
with 145 million transacting online ,Indian e-commerce has a long way to go .Also
Indian e-commerce players have to present a alternative to English if they aspire
to success .Language is Barrier to do business . Communication and promotion
should be localized to get nearer to customer .
The mobile and digital advertising industry in India has been flourishing over the
past years. But however when compared to markets like the United states, the
quantity and of the amount of exposure that the Indian companies get on this
medium is very restricted . The total mobile and digital advertising market India
is about $300 million (as on July, 2013),which is a much smaller amount when
compared to $37 Billion , US market .In India, mobile and digital advertising
comprises less than 2 percent of the total advertising, while the same ration in the
US stands at more than 20 percent. The talent ,the content and the technology
involved in the Indian digital and mobile advertisement domain is on par with
international agencies in US And Europe. But unfortunately it’s the attitude not the
talent that is lacking among the agencies.

Source: IAMAI digital commerce 2011;Avendus estimate(Business

standard-The strategist, Monday 1, October 2012)
In India, 97 per cent of organised marketers are using social media, says the
2014 Social Media Marketing Industry Report. With the objective of understanding
how to grow and promote one's business on social media, 2,800 marketers
participated in the survey. The largest group that took the survey works for small
businesses of 2-10 employees, followed by the self-employed; 21 per cent of people
who took the survey work for businesses with 100 or more employees.
About 92 per cent of marketers surveyed indicated that social media is important for
their business, up from 86 per cent in 2013. Blogging is picking up fast with 68 per
cent of the total respondents planning to make heavy investments in this area in
future. Facebook, Twitter, LinkedIn, YouTube, blogging, Google+ and Pinterest were
the top seven platforms used by marketers. Facebook and LinkedIn are the two most
important social networks. When forced to only select one platform, 54 per cent of
marketers selected Facebook, followed by LinkedIn at 17 per cent. That apart,
original written content emerged as the most important thing for social media
marketing. About 58 per cent of the marketers stated that original written content is
the most important form of content, followed by original visual assets. Surprisingly
only about one in three respondents (37 per cent) agreed they are able to measure their
social activities. However, this was an improvement from 2013, where only 26 per
cent indicated they could measure ROI. About 83 per cent of marketers agreed that
they had integrated their social media and traditional marketing activities, slightly up
from 79 per cent in 2013. It is interesting to note that nearly 19 per cent of marketers
spend more than 20 hours each week on social media.
The top two benefits of social media marketing are increase in exposure and increase
in traffic. Most marketers are using social media to develop loyal fans (72 per cent)
and gain marketplace intelligence (71 per cent).
When it comes to paid media, a large number of respondents use Facebook ads (90
per cent), followed by LinkedIn ads (20 per cent) and Twitter ads (17 per cent).

Advertisement Medium And The Customized Message

Print:- Quick Response or QR codes(black and white matrixes that appear in

Advertisement)help interact with a particular target audience .Retail giants Target
used QR codes to link up a target audience to style and fashion experts via internet
.Ford used it in India when launching the ​Figo ​to show an ad video to smartphone
users who scanned the print ad. But in India one need a Smart phone to download .

Television:-​Solution like commerce to TV and “​Return Path Technology” ​can

help customized ads as consumer will be able to interact with brands they want to.
“​Return Path Technology” ​refers to the ability of viewers to communicate directly
with the brand they see on TV commercials via remote or swipe credit cards on
remotes to pay for a service or product . In India, so far the use has been limited to
DTH providers selling movies.

Digital:-​Almost all the leading brands are finding it easier to do focused campaign
on digital media .​Quasar, Tyroo, Squad are some important companies , actively
involved in digital marketing and advertising .

Twitter :-​In US and Europe brands are also using T-Commerce or Twitter
–commerce. Dell has been actively involved in promotion through twitter

LinkedIn:- Volkswagen ran an Application Program Interface(API) based

campaign on Linkedin’s viewer pages. The company got 2,700 product
recommendation in 30 days by viewers ,viewing the brand of their interest .

“ Our social media strategy uniquely allows us to listen to and engage with
customers; directly and through online communities and channel/retail partners, to
create technology and service that help customers do more and do it better, with
maximum long-term value”- Shishir Singh, Marketing Director –Product planning
DELL India (2012)
“Overall we spend Rs.90-100 million a year in marketing our products and
blogging , undoubtedly ,is one of the important parts of this media mix”- Mohit
Anand- Managing Director , Belkin India Sub-Continent
Role of Digital marketing and Internet in Consumer education/awareness
program

There is a tremendous and serious need for consumer education to allow them
to make the right choices. The Internet as a mass medium of information , will play a
major role in driving consumer awareness. Health care industry is one such industry
where we see a huge knowledge gap among consumers .Because of their ignorance
they sometimes make a wrong choice or buy a wrong product and miss or avoid the
much needed one .

Consumer education and mass media communication have helped build trust
and acceptance of nutraceutical products in India .The new entrant are very much
anxious in creating an awareness program regarding food supplements and vitamin
and mineral supplements. Consumer in Indian are confused with regular drugs and
life style drugs . There is widespread fear , suspicion and doubts regarding food
supplement and health enhancing drugs .
People are constantly worried about premature graying , baldness, sexual problems,
impotency , obesity ,acnes and pimples , dark spot etc , these are not “life threatening
diseases” but “lifestyle disorders”. But unnecessary worries and concern may pave
for tension/hyper tension, diabetes, heart problems etc that are very apparently “life
threatening”

The solution is creating an effective advertising campaign through mass

media and consumer generated media. The advertising campaign must not be some
colorful exaggerations and gimmicks, but it should be realistic and effectively
constructive .Educate the people systematically ,convince them of the benefits and
usages and leave no fear and doubts and moreover clarify immediately about any
doubts and questions raised by them.
We are in a technological age . Social media is only one among the many
gifts of technology .It has got a tremendous influence on the people .For Companies,
it is a powerful and potent platform to educate and create an awareness among the
people .
“Social network offer a unique insight into customer behavior and now companies
can access and harness that information”.
The content generated by consumers through any of the social networking
platform , discussion forums or blogs are collectively termed consumer generated
media(CGM).These days , discussion forums relating any product , be it a mobile
handset or an anti-virus solution , are extensively present on the internet . Several
companies are now offering custom-made tools and solution .According to
Forrester research , businesses have to move to the next big process in “Social
Media Listening” in order to sustain the customer confidence. Businesses cannot
remain stuck to traditional means of collecting data fro social media but must
move into next generation listening platform , which have much more
sophisticated offerings . Social media presents business with vast amounts of
customer information ,extract and filter the useful and relevant information that will
help in building a long-lasting relationship

It is encouraging to see a lot of Indian companies across industries engaging

customers in the digital landscape. While some have successfully created high
volume of conversation across various channels including blogs, forums, and social
media sites, others are reportedly engaging customers through contests, humorous
videos and events on social media. Leaders are also putting together digital
strategies to understand what customer value most and creating operating models
that take advantage of what’s possible for competitive differentiation .
The reason for the focus on the digital landscape are :- a).Customers are
.leaving behind a lot of data about themselves in the digital landscape ,b) The
opportunity to leverage this data to connect with customers as individuals at the
appropriate time, c)Increasing transparency as a result of activities in the digital
space is leading companies top rework their internal culture .
The increasing focus on the digital landscape is also a reflection of the shift
in balance of power between customer and brands with the former taking charge of
the relationship. It is also an indication of the opportunities and challenges that
marketing function will experience in the days to come.
The digital technology is influencing and transforming the market industry .
While marketing has always been responsible for knowing the customer ,it is now
required to understand and respond to customers as individuals .Marketing can
only do this if it manages vast amounts of unstructured data ,makes sense of it with
analytics, and generates insights that are predictive ,not just historical- all on a
massive scale .To connect with customers at every touch point effectively ,
marketing needs a system of engagement that maximizes value with each interaction.
. It should marry the culture of the organization with the brand to create authentic
experiences that consistently delivers the brand’s promise. This can be achieved
through technology.
Interestingly ,marketing and IT functions have undergone tremendous change in the
last five years. Technology and the insights derived through marketing and IT
have completely transformed how organization –and indeed , society-think, work and
innovate.

Re-thinking the market function: ​The proliferation of digital natives are giving
rise to customers who are more informed . In the past , marketers profiled broad
demographics such as ‘women 25-35 years old’ and ot really as individuals .Today ,
the scenario is very different .Customers are leaving behind a trail of data about
them in the digital landscape and marketers are shifting through this enormous
amounts of data to paint a vivid picture of each person as individuals.
Today ,customers are judging brands by what they do and what they say. In turn,
because of the stream of instant customer feedback via social media, companies are
constantly rethinking the way they design ,produce and market products and
services.
With customers increasingly switching between web sites, social networks ,
mobile applications and phone calls in their interactions with companies ,this lack of
a unified approach can have a critical impact on business. Simultaneously the
deluge of online activities that customers are engaged in gives marketers the
opportunities to start connecting with individuals one-on –one, to understand what
customers expect from the brands they do business with , to learn how their tastes
are changing ,and to target the new products and services that customers want .To
thrive in the new era of the digitally empowered, socially connected customers,
marketers have to leverages the power of analytics ,big data and social media.
 Digitally empowered customers have transformed the market place. So marketers
are remaking their profession. They are trying to develop new skills and
relationship and becoming more crucial to their companies.

Business point of view:

Digital marketing has been inevitably playing a very crucial role in India
Business. Organization very happily admit the fast that digital marketing helped
create a more customer-centric and responsive organization and also created a “Brand
Differentiator” for their organization. Digital marketing helped open up new channels
for engagement as well as commerce. The organization also believed that digital
marketing helped them improve the efficiency and effectiveness of marketing
programs, helped grow their business faster and more profitably .
Furthermore investment in digital marketing has been consistently growing.
For organization , investment in consumer generated social media are the most
crucial domain, followed by paid search and online display advertisement . The
organization were quick to respond and collect feedback from the social medias.

Consumers are tired of being bombarded with sales messages. This has led many marketers
to look for alternative ways to communicate and interact with their target prospects and
customers .

Marketing a web site is a crucial step to the success of E-commerce business.. Marketing
leads to visits, visits must be convince of the data and information , that are relevant , this
leads helps in sales, sales further increases repeat sales. The most successful e-commerce
companies play a major emphasis on marketing their site. These sites take advantage of
not only in traditional media such as magazines, newspapers and TV commercials , but
also electronic media, such as banner ads, search engines, and email distribution list.
Companies are spending more and more resources on internet marketing .

The stage of Internet marketing process are :

1. Promotion
2. Planning
3. Implementing and ,
4. Evaluating

Promotion research :​The first step is to make an analysis of the industry , competitors
customer attitudes and purchasing behavior . The information can be collected on the
basis of primary and secondary data. Understand how organization promote their
products and services? Get to know the promotional strategies .Understand what are the
factors ,the consumer and prospects look in an advertisement ?. Market research is a
significant requisite before planning takes place. The relevant information will help in
formulation of a systematic plan .
 Planning: Based on the promotional research , the data collected will help in laying
down a proper plan . The Plan must include Vision , Mission , Goals and objectives .All
this factors if unambiguously stated , can help in successful implementation of the
process.The organization ​can seek the help of independent web agencies or online
promotion consultants, online agencies and specialized web marketing services. The
agencies can direct the organization to multiple directories, search engines, and lists on
a regular basis.
In Planning , the organization has to consider the following aspects :
i). Strategy ​;Define a clear effective strategy. How to attract potential
customers? how to engage them? ,how to create a strong customer base?
ii) ​Branding; Branding is becoming increasingly important in the
online world. What message the organization will give online? A strong Unique selling
proposition (USP). Communicate the brand clearly and convincingly

Implementation and Execution : Execute the plan step by step, and track all the details
of the promotion plan. For inauguration or launching the website , select an
auspicious day or a week or any on any occasions or festive seasons.
The important factor in online marketing is success depends on ‘
individualization’ of clients and not on ‘generalization’. Keep track of the people
who have visited , get more information about them , keep track of their consumption
pattern and try to get intimate with them. Ask for references from other clients
.
Evaluation: Track the result of off-line and on-line advertising and promotional
activities. Determine which ads have the greatest pull, track the result to see whether
traffic builds and drops off, whether it increases steadily, or if there is no difference.
Correlate web promotional activities with the traffic statistics, check if sites carrying the
ad can report click-through rates and impressions. Evaluation will help in finding which
links and ads are most successful. The Organization can decide on budgeting the most
effective methods and strategies.

Terminologies in Online marketing

Opt-In​: Opt-In is a term used to describe a way of getting details from a potential
customer to subscribe to a particular service. They decide they want to get details you
offer so they opt-in. For example, sign up to a newsletter.
Inbound Marketing : Attract customers rather than broadcasting the organization
message.
Outbound Marketing ​:Promote products and services directly to potential
customers. For example, advertising is outbound marketing.
Call to action: On the website a call to action is something that requests a visitor to
do something. For example – ‘Subscribe Now’ is a call to action.

The key forms of Internet Marketing as outlined above.

Search Engine Optimisation (SEO)​: This is a process used to optimize the website
so that it appears more in Google searches.
Social media​: Social media marketing is marketing through conversation and chatting
. One of the important platform to share and communicate information and very effective
way to engagement with the potential customers. For example, using Facebook, Twitter,
LinkedIn, and so on.
E-mail marketing​: E-mail marketing is marketing through delivery of e-mails to
current and potential clients. This could be in the form of signatures on e-mails (showing
the organizations Facebook address etc.), newsletters, mailing lists and much more.
Online Advertising​: There are many forms of online advertising. For example, if one
is looking for a particular product , the online advertisement is directly relates to the
product.

Search Engine Optimisation

Search engines such as Google and Bing (Microsoft’s competing search engine to
Google) index content and try to display the most relevant information to users when
they perform a search. The search engine optimisation process is about ensuring that
the search engines give priority to your web pages over other competing pages and
there are many techniques for doing this.
For more in-depth information on Search Engine Optimisation and how to apply it to
your website, see the “Search Engine Optimisation (SEO)” training guide which is
part of this series of guides.

On Page Optimisation:
On page optimisation is the process of optimising the content within the web
page to ensure that Google indexes it according to how you want to be indexed.
Google goes through your page to see what you have outlined what this page is
about and then it goes through all the content to figure out if it agrees with this.
It’s important for Google to index content in a way that makes the most sense.
For example, if one has a diamond show-rom in Kottayam and the owner
wanted it to appear high on rankings within Google when someone typed in
‘Diamond showroom kottyam’ then would optimise at least one page on these
keywords. This means the name of the optimised page would contain the words
Diamond showroom kottyam’ , the title of the post could include this and any
details displayed could display information related to restaurants around Dublin.
Off page optimization:
When somebody links to your website, that is like someone giving you a vote for
an election. The more relevant votes you get the better. So Google checks to see
who is linking to you and what words they are using to link to you. You need to get
important web pages to link to you using the keywords you want to get indexed on. It
is much better to get 10 links from 10 important and relevant websites rather than
links from 1,000 poor quality sites.

Even though there are many free methods that you can use to drive traffic, it’s hard to
beat the speed and ease of using a paid advertising campaign. As long as you have a
reasonable budget and are willing to go through a learning curve, you’re ready to check
out these four major options for paid online advertising.

Google AdWords (Pay-per-click Advertising): Pay per click advertising is an

excellent alternative for companies who have the financial resources and can make an
investment in order to bring targeted traffic to their websites. Like SEO traffic.
 Banner Advertising​: This form of online advertising is even older than the search
engines themselves, and the concept is pretty simple. It is done by putting some sort of
banner (usually with a catchy image and headline) on a relevant website. Users who
choose to click the banners will end up on your website and hopefully will make a
purchase.
Banner ads are image-based advertisements that often appear in the side, top, and
bottom sections of websites. They can range widely in terms of size, design, and function.
You'll typically find them in all sorts of news-based websites, blogs, and specialized web
communities. Many websites brokerage their ad space with ad exchanges such as
Google's Display Network, or you can buy the ad space in the same manner you'd buy an
ad on a newspaper

Newsletter Advertising​: By contacting webmasters and email programs for selling

advertisement space in their newsletter or e-zine, will have an access to reach the
subscribers with a simple low cost advertisement.

Affiliate Marketing: A way for a company to sell its products by signing up

individuals or companies ("affiliates") who market the company's products for a
commission. Affiliate marketing is the term used to describe a revenue-sharing plan
where an online automated marketing program lets Webmasters place an advertiser's
banner ads or buttons on their own Web site. Webmasters will receive a referral fee or
commission from conversions when a customer has clicked the affiliate link and performs
the desired action, such as make a purchase or opt-in for downloads or newsletters on the
advertiser's site. Advertisers invest in affiliate programs for lead generation, and, of
course, sales.

Social Network Advertising.

Social network advertising is a form of online advertising found on social
networking sites such as Facebook.

Search Engine Marketing (SEM).

Search engine marketing is a form of marketing that seeks to promote websites by increasing
their visibility in search engine result pages (SERPs). SEM tactics include paid placement,
contextual advertising, and paid inclusion, or free search engine optimization techniques to
drive placement of their ads. Advertisers pay each time users click on their listing and are
redirected to their website

Mobile Advertising.
Cell phone advertising is the ability for organizations and individuals to advertise their
product or service over mobile devices. Mobile advertising is generally carried out via text
messages or applications.

Different mobile advertising tactics include:

 ∙ Idle screen advertising - Cell phone owners enter into a third-party
agreement that allows advertisements to run on their screen while their
phone is idle in exchange for a discount or other promotions.
∙ App-vertising – Companies design applications, including games and
videos, that heavily promote their brand.
∙ DoubleClick for Advertisers – A Google service that allows brands to
buy certain keywords to increase the position of their ads in mobile
search rankings.

Advantage :

i. Creative Possibilities.
ii. Short Lead time to send Ad.
iii. Simplicity of segmentation.
iv. High Audience Interest.
v. Easier to measure response directly.

Disadvantage

i. Clutter on each site.

ii. Difficult procedure to place Ads and buy time.
iii. Only Computer owners.
iv. Short life-span.
v. Head to retain the interest of the Surfer.

PAY PER CLICK ADVERTISING (SEARCH ENGINES)7

As the Web becomes a must-use daily medium today, pay per click (PPC) advertising
has grown by leaps and bounds. PPC advertisement is a form of advertising where ads are run
and shown in search engines (including their partner sites). PPC ads allow advertisers to pay
for visitors on mostly cost per click basis, though some options for cost per impressions are
available as well.

Advantages of Pay Per Click Advertising

∙ Pay only for results (clicks).

∙ Ability to select where your ads will be shown, giving a better chance
to reach target audiences.
∙ Can generate immediate visibility, as ads go live immediately.

http://www.powerhomebiz.com/marketing-tips/advertising/advantages-and-disadvantages-advertising-mediu
ms.htm
 ∙ Ads can be easily modified, adjusted even deleted instantaneously
depending on the results.
∙ Allows for quick, easy tracking of the effectiveness of the campaign
allowing you to better analyze the return on your investments (ROI).

Disadvantages of Pay Per Click Advertising

∙ Broad match and generalization :The ad shown is default and when

automatically matched against a broad array of related queries ,results
in wastage .
∙ Bidding war : Competitors can bid a higher amount than your bid,
lowering the position of the ad and decreasing its visibility
∙ Click to mislead ,by competitors.
∙ Requires constant monitoring; otherwise, outsource to a PPC
management company which in turn will increase the cost of your
advertising campaign

SOCIAL MEDIA ADVERTISING.

S​ocial media has experienced an astounding growth in the last few years. Social
media consists of both social networking sites and social bookmarking sites and includes
blogs, video sharing sites such as Youtube, microblogging platform Twitter, Facebook,
LinkedIn and the like.

Advantages of Social Media Advertising

∙ Social media sites are great for building customer relationship and
offers an incredible reach and the opportunity to connect with
customers in an entirely new way
∙ Offers a wide reach, with its potential for viral marketing.
∙ Traffic generated can be extremely targeted.
∙ Social media tools are relatively inexpensive.

Disadvantages of Social Media Advertising.

∙ Visitors mainly go to social media sites to socialize, and are not

interested in advertising.
∙ Traffic is typically in the learning stage of the buying process; hence it
is more important to inform and teach than sell outright.
∙ Social media can be a hard branding tool for small businesses, and it is
not easy to build awareness, create appeal and generate traffic.
 Programmatic-buying
Programmatic buying involves a paradigm shift in the approach to​ ​digital-advertising from the entire
ecosystem - brands, agencies, publishers, not forgetting the availability and capability of technology
platforms (demand side platform, supply side platform, data management platform) to execute the
true potential of programmatic. Programmatic is an ideal technique to move marketing from a
fragmented campaign-by-campaign paradigm to an always-on paradigm covering the entire customer
lifecycle. Programmatic advertising is automated technology driven method of
buying or selling ad placements. Within programmatic, there are two main subcategories. One,
real-time bidding (RTB), which can do ad placements via a public auction, which happens from open
exchanges such as OpenX, DoubleClick,​ F ​ BX or through a private marketplace. The process of open
RTB via open exchange route does not guarantees media placement. Two is programmatic direct. In
case the inventory is guaranteed this method is followed. Currently, the digital
advertising market, both on desktop and mobile is seeing a spurt in open market RTB, though private
market places may also become a significant entity in future.
Now come to the key reasons for slow adoption in India. First you need data to define the consumer.
RTB advertising spends generate media buy efficiencies only when the definition of the true and fuller
picture of the consumer who will see the ad, can be created using clickstream data, demographic
data, behavioural data, and many other first-party (CRM) and third-party data. Currently gaps exist in
the availability and organisation of data.
Second, the mobile is gaining predominance in certain
segments. While eyeballs moving to mobile apps offers opportunity to uncover these millions of
opportunities and match them with the ideal customer profiles (for a given B2C or B2B marketer), the
absence of cookies creates new challenges. Then there are data governance concerns. On the other
hand you have 'quality inventory' on open exchanges from large publishers. So the uncertainty of
placement transparency creates a barrier for those comfortable in direct buy to move to
programmatic.
Finally, rich media for programmatic is scarce. The majority of programmatic buying today is largely
restricted to banner ads. Video, custom rich media ad units and sponsorships are still sold via direct
sales channels.[source: Business standard
​[Source:
http://www.business-tandard.com/search?type=news&q=Digital+Advertising]
 CHAPTER-5
BUYING DECISION PROCESS

Who is a Customer?
In general terms, a customer is a person or organization that a marketer believes
will benefit from the goods and services offered by the marketer’s organization. As
this definition suggests, a customer is not necessarily someone who is currently
purchasing from the marketer. In fact, customers may fall into one of three customer
groups:
Existing Customers​:– Consists of customers who have purchased or
otherwise used an organization’s goods or services, typically within a designated
period of time.
Existing Customers are by far the most important of the three customer groups
since they have a current relationship with a company and, consequently, they
give company a reason to remain in contact with them. Getting the Existing
Customers to purchase more is significantly less expensive and time consuming
than finding new customers mainly because they know and hopefully trust the
marketer and, if managed correctly, are easy to reach with promotional appeals
(i.e., emailing a special discount for new product).
Former Customers: – This group consists of those who have formerly had
relations with the marketing organization typically through a previous purchase.
The former Customer might not be satisfied with the product and switched onto
its competitors brand
Potential Customers (prospect​):– The third category of customers includes
those who have yet to purchase but possess what the marketer believes are the
requirements to eventually become Existing Customers.
Customers and the Organization
For any organizations, understanding customers is the key to success while not
understanding them is a recipe for failure. It is so important and imperative that the
constant drive to satisfy customers has become a continuous responsibility for
everyone in the organization;
The Organizations mission is not only to retain the customer and find out
new customer for its product ,but also equally a significant factor “​is the
willingness of the customer to recommend the product to his /her nearest and
dearest ones , than the worth and value of the product is justified and company has
been successful in placing and positioning the product”.
What the people in the business think they know about customer and market, is
more likely to be wrong than right . Only by asking the customer , by watching
him , by trying to understand his behavior , the company can one find out who
he/she is , what he/she does , how he/she buys , how he /she uses , their
expectation , values. etc matters a great deal .
Customer rarely buys, what the business thinks it sells to him/her. One
reason for this, is, of course , that nobody pays for a ‘product’. What is paid ,is for
the satisfaction, the customer gets . The customer buys satisfaction, all goods and
services compete intensively with goods and services that look quite different ,
seem to serve entirely different functions, are made, distributed, sold differently
–but are alternative means for the customer to obtain the same satisfaction.

The Importance of Good Customers

Definition of a “good” customer as one who holds the potential to undertake
activities that offer long-term value to an organization. The activities performed by
customers not only include purchasing products, these also include such things as:
Providing feedback on company’s performance
 Making\ prompt payment
 Offering suggestions for new products
 Voluntarily promoting the company’s products to others
Ostrow and Smith have defined consumer behavior “as actions of consumer in
the market place and the underlying motives for those actions”. The study of
Consumer Behavior is the study of how individuals make decisions to spend their
available resources (time, money, effort) on consumption –related items. It includes
the study of

☞ WHAT they buy?

☞ WHY they buy?
☞ WHEN they buy?
☞ WHERE they buy?
☞ HOW OFTEN they buy it?
☞ And HOW OFTEN they USE it?

“Technology Obsolescence ,boredom, higher income levels and greater affordability,

and making a lifestyle statement are leading to faster replacement cycles. We are
in a consumption era so people just want change ,And marketers play on this
 emotion by focusing on ​aspiration​”.

*MOTIVE*

Buying motives can be defined as “all the impulses, desires and considerations”,
which induces a buyer to purchase a given product.
The two factors that motivate an individual to buy are:-,i)
INTERNAL and ii).EXTERNAL forces:

INTERNAL MOTIVES :-​Originate in the minds of the people and are both
physical and psychological in nature .They are broadly classified into two classes:
RATIONAL (which are based on logical reasoning or thinking ) and
EMOTIONAL;(which are based on personal feeling)

EXTERNAL MOTIVES:- ​These motives are outside of oneself. Since consumer is

the product of his environment, his buying motives are influenced by the external
factors. Various factors like income , occupation , religion , culture , family and
social environment act as motivators.

Buying motives may also be classified on the basis of product and patronage

1. PRODUCT MOTIVES.- It explains why people buy certain products.

Product motives results directly from the needs of customers .product
motives may be of two types:

a). Primary buying motive:​- Relates to the reasons why

consumers buy one class of goods rather than another . Such
motives results directly from the needs and wants , and includes the
desire to achieve recognition , physical well –being, preservation of
self-image, relaxation, beauty, knowledge ,money gain etc. The seller
must discover the customer’s primary motives(for they are often
unaware of these)

b) Selective buying motives:- Relates to the cause that induces a

consumer to purchase certain class of quality goods . Some of the
most common selective buying motives includes desire for
convenience , versatility , economy, dependability and durability.

2.PATRONAGE MOTIVE:- Causes a consumer to buy products from a

particular manufacturer or retailer .Those that are concerned with –fashion,
exclusiveness , dependability, after-sales service, convenience of location ,
 quality ,price , reliability of the seller, punctuality in delivering the goods ,
variety of selection etc.

The above motives are guided by RATIONAL AND EMOTIONAL

motives.

PRODUCT MOTIVE PATRONAGE MOTIVE

RATIONAL EMOTIONAL RATIONAL EMOTIONAL

RATIONAL MOTIVES:- Based on a man’s reasoning , logic and ability

and consideration of economic consequences .They include the immediate
monetary cost , and long-range cost affecting the buyer such as economy
,durability , depreciation , efficiency , degree of labor needed, dependability
and ultimate benefits achieved

EMOTIONAL MOTIVES:- Based on personal feeling and cover a wide

range of motives including impulse , instincts , habits and drives etc.-
includes comfort, status , pride , ambition , economy etc.’

Another classification

Why study Consumer Behavior?

1. Consumer do not always act or react as the theory would suggest.-they seek
value for money , less price but superior quality.
2. Consumer preference are changing and has become highly diversified
3. Consumer dislike using identical products and prefer differentiated products
to reflect their special needs , personalities and life-styles.
4. Meeting of special needs of customer requires market segmentation.

The coming years not only will consumers continue to hunt for deals and discounts ,but
they will do so with pleasure if not pride. Deals and discounts are now about more than just
saving money :it‘s the thrill ,the pursuit ,the control, and the perceived smartness ,and thus
source of status too.

In newspaper and magazines ,deals manifest in many forms – buy-1-get-1-free offers , price
advantage ,if purchase through online etc. Such deals reach astronomical propositions
during important festive seasons like Onam, Christmas ,Eid, Dusshera, Ugadi, Pongal, New
year etc. While for a company ,there is spurt in sales and of course the consumer too gets
immensely benefitted.

Over the years ,the business of deals has gone through a paradigm shift . Deals were
predominantly seen as “money savers” and perceived to be a “middle class phenomena”

But today deals and discounts or promotional offers ,often account to lower the quality
perception of the brands in consumers mind .With consumers becoming more discerning
and quality conscious , it is important for marketers to offer qualitative deals.

BUYING ROLES

Five roles people play in a buying decisions

1. Initiator :-The person, Who initiate /inform about the product.

2. Influencer:-The person whose view or advice influence the decisions.
3. Decider:-The person who Decides, what to buy?, when to buy?, how to buy?,
when to buy?.
4. Buyer:-One who makes the actual purchase.
5. User:-One who uses the product /service.

*​STAGESOF BUYING DECISION PROCESS​*​.

1).Problem Recognition /Needs Recognition:-

What is the need or Problem?. Need Identification is the first step in buying
decision Why you really need or want to buy ?-is the primary question that has
to be answered

2).Information Search:-

Through collecting information from different sources the Prospect gets to

know or gets familiar with the product /service he/she want to buy. Different
sources of data collection are from :-
 Personal Sources; - Family , friends

Commercial Sources; - Displays , advertisement

Public Sources; - Consumer rating organization and agencies.

Experiential Source; - From those who have actually used the

product.

3).Evaluation of the Alternatives​:-

Evaluation and comparison of the product one already know, and the
acquired information of the new brands .Evaluation and comparison is done ,
in terms of price, quality etc.

High Involvement

A. Complex Buying Behavior:​- Involves three step process.

1. The buyer develops belief about the product.

2. Then develops an attitude

3. Finally makes a thoughtful choice ( takes usually in a

risky , expensive purchase.)

B. Dissonance:-​ A high involvement product with a few differences

in the brands would make the consumer to seek maximum
reduction of post-purchase dissonance by comparing price,
convenience, speed, durability, etc.

Low Involvement.

C. Habitual Buying Behaviors:​- Many Products are bought under

conditions of low involvement and absence of significant brand
differences . E.g., Salt. Consumer do not search extensively for
information and evaluation. Post-purchase evaluation is not at all
required.
D. Variety seeking Behavior ​:-Do not stick onto one brand. They
Search for different brand.

3).Purchase Intention :​-

 Once the decision has been made to buy the product , after evaluation and
research, certain factors may influence and change ones decisions to buy a
particular brand of one’s choice

First Factor :- ​Attitude of Others.​ when one has decided to buy ,for
example- ‘Wagon-‘r’, but then the person hears from his /her nearest and
dearest one, about another car, for example;- i-10 and made to believe this
brand is comparatively better than the one he/she had already decided to
buy . At the last moment ,the decision is being affected by the new
information ,and may rethink and switch on to ‘i-10 model’.

Second Factors :-​Unanticipated Situational factors​ .Example -Sudden

increase in price, or may be the product is out of stock. Or some natural
disaster may sometimes influence the decision and finally forces one to
buy other brand.

4).Post-Purchase Behavior​:-

If the customer is satisfied with the product /service , will naturally tell others
to buy. But if not satisfied , will discourage others from buying . The whole
process of marketing or business will be successful ,when the satisfied
customer recommends whole heartedly ,to others ,the importance and
benefits of product

To conclude the study of consumers helps firms and organizations improve their
marketing strategies by understanding issues such as how
∙ The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
∙ The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
∙ The behavior of consumers while shopping or making other marketing
decisions;
∙ Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
∙ How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer;
and
∙ How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Most people and organisations don't have a clue about how people actually take decisions.
They assume that everyone is searching for an 'answer'. But what people are truly after is
novelty and recognition; a sense of control and identity enhancement. What people really
want is 'to believe'.
In the book Steve Jobs, Walter Isaacson wrote, "Early on, Mike Markkula had taught Jobs to
'impute,' to understand that people do judge a book by its cover and, therefore, to make sure
all the trappings and packaging of Apple signaled that there was a beautiful gem inside.​
Markkula was exposing Jobs to the hidden logic that drives people's decisions and behaviour.
He was teaching Jobs, and Apple, about belief."
Today, Apple is the most valuable company in the world; twice as valuable as Exxon, the
world's second-largest company. Apple understands that brand success is not about winning
a debate; it is about signaling meaning. It is not about convincing people with well-reasoned
arguments; it is about unearthing what people need to feel good, smart and special and then
giving it to them. Apple, and other great organisations, understands that belief drives
people's decisions. And they know precisely how to create it.
It is no mystery that the essence of business success lies in influencing people's decisions.
And that those decisions are driven by people's motivation and thinking patterns. But - and
this is a critical - choices in the marketplace are not influenced by changing someone's
thinking. People's thoughts and behaviour follow their perceptions and feelings. As Markkula
made clear to Jobs, people impute meaning and fabricate belief; they do not compute it.
Today, the significant business challenge is to get leaders to embrace this counterintuitive
notion; that people's perceptions drive their feelings and that those feelings, in turn, drive
their thoughts and decisions. Once a business 'gets' this distinction, the opportunities are
boundless.
The present, bemused way of thinking, is a chimera- a fantasy –a day dream: A brand is a
promise and all we have to do is engage people with our communication and deliver on our
that promise.​ Really? What precisely is Starbucks' brand promise? How about Nike's or
Harley's? Surely you must know Apple's brand promise? Leadership brands don't make
promises. They create belief through carefully and precisely crafted associations and
experiences.
Starbucks wants you to believe you're special as you exchange pleasantries with their
Barista. Nike wants you to believe you are a winner, as you proudly slip on your $150 cricket
shoes. Harley wants you to believe you are a member of an exclusive club. And Apple? Well,
let's just say Apple totally gets belief and the spirit of our times.
It cannot be denied besides the image, product and service attributes are very much
relevant. .Products, services, pricing, place of business, promotion, and people are all a
means to an end. And that end is always belief. The question is, do you know how to create
it?
[By Tom Asacker, author, The Business of Belief: How the World's Best Marketers,
Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders
Get Us to Believe]

CHAPTER-5
PROMOTION AND ADVERTISING
 “Nothing happens until somebody sells something”-​ ​Arthur Red Motely​ 8

Organization must never forget the inevitable necessity of the usage of

promotion. For any company to succeed , communication factors is very essential
and an inevitable ingredient. Through effective communication , the organization can
easily access the target segment and can very well position the product. The theme ,
the idea ,the value and every dimension of the product must be expressed through
effective and efficient manner. The communication must be informative ,educative
and entertaining .In short ,it must arrest the attention of the target audience and must
make the prospect positively respond to the presentation.

Hitherto ,communication has come a long way .Technology has literally

revolutionized the very process of communication .Information technology ,
undoubtedly has been contributing tremendously in marketing of the product. Internet
,mobile commerce, Electronic commerce(E-commerce),and other source like
Television and print media have influenced and broaden the scope of marketing .

Product Promotion is an important step in marketing . “Business is

synonymous with Marketing, and Marketing means communication ,communication
paves for information, eventually converting\ information into money is the very basic
principle of any Organization”-Shailesh. S. Nair .

“Every communication is marketing communication”

The Market must be made aware of the presence of the product .In this
competitive environment, it is very essential to express the very distinctiveness and
uniqueness of the product. Moreover the real worth of the product lay in the
presentation of the Value of the product to the prospect/market. It can be possible by
the effective usage of different medias and methods of communication. This process
of integrating the different methodology and medias of communication constitutes
the Promotion Mix .

There is a deluge of writing on advertising and on other promotional

categories. There are theories and theories of communication. There is viral
marketing .There is product placements in movies. Products are splashed over
buses,stations, trains and taxis , one a find brands exhibited on posters , billboards ,
neon signs , streets etc . There are high –decimal sponsorships. There are contests and
events . There all kinds of attempts and gimmicks to cajole ,seduce ,jolt or frighten

8
Arthur begun his career at Crowell-Collier publishers in 1928, became
publisher of American Magazine (1941–46) for which he increased circulation
and advertising revenue. His success led him to become the president of Parade
Magazine (1946–70), where he revived the business by following the recipe for
success he developed at American. He also served as president of the U.S.
Chamber of Commerce (1960–61).
 customers. The companies spends huge amount of money on ambience and
communication -lavish sets ,dazzling gadgets ,powerful dialogue and presentation ,
appealing to our senses , to attract and act and experience the brand .

Promotion Mix

​Marketing Communications Mix​ is the specific mix

of ​advertising​, ​personal selling​, ​sales promotion​, ​public relations​,
and ​direct marketing​ a company uses to pursue its advertising and marketing
objectives.
Definitions:
Advertising​ - Any paid form of non -personal presentation and promotion of ideas,
goods, or services by an identified sponsor.
Personal selling​ - Personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships.
Sales promotion​ - Short-term incentives to encourage the purchase or sale of a
product or service.
Public relations​ - Building good relationships with the company’s various publics by
obtaining favorable publicity, building up a good "corporate image", and
handling or heading off unfavorable rumors, stories, and events.
Direct marketing​ - Direct communications with carefully targeted individual
consumers to obtain an immediate response and cultivate lasting customer
relationships.
COMMUNICATION

Communication is the basis of marketing . Only through proper

communication , the organization can inform and create an awareness about the
product , educate and convince them about the usage and benefits of the product .
‘​What we say ? and How we say’,​ both are equally important in influencing
market. .Proper utilization of Communication mix is required to convince and to
compete in the market, to make an indelible mark in the minds of the consumer. The
communication can be balancing of ​“Written ,Oral, Non-Verbal and Symbolic
/Images”.

∙ Written communication:- Powerful and meaningful words , well rhymed ,short

and succinct, easy to remember.
∙ Oral Communication:- Beautiful and pleasant voice(Male and Female),
musical and melodious , Non-monotonous.
∙ Non-Verbal Communication:- The way you speak ,the Gestures, Body
 –Language, Eye-contact.
∙ Symbolic and Images:- Pictures and images beautifies the communication ,
they tell hundreds stories .When it comes to Visuals ,Technology has played a
significant role. Graphics, Animation ,beautiful backdrops ,personalities
wisely clubbed with other forms of communication makes the product more
effective and evergreen. It makes the product appealing to the senses and
boost the image of the organization .

ADVERTISING

The Term Advertising originated from the Latin word ​adverto​, which means
to turn around . Advertising thus denotes –‘to draw attention’ .Advertising is defined
as , “Any paid form of non-personal presentation and promotion of ideas goods
or service by an identified sponsor.”

The Following are the important decisions considered when developing an

advertising.

1. SETTING ADVERTISING /COMMUNICATION OBJECTIVES

∙ .​To Inform ;
∙ To Persuade.
∙ To Reminde ​ r.
2. IDENTIFY THE TARGET AUDIENCE:-
To whom or where one should communicate –the target
audience. While communicating , the company should focus on the
presentation of their “image”, it includes the company’s mission ,
vision ,social responsibility, etc. . It is a natural tendency of the
people to assess the current image of the company, its product,
current users , service , competitors.
“image “ –is the set of beliefs , ideas and impression a person holds
regarding objects.

A marketing communicator starts with a clear target audience in mind.

The audience may be to focus potential buyers or current users, those
who make the buying decision or those who influence it. The audience
may be individuals, groups, special publics or the general public. The
target audience will heavily affect the communicator’s decisions on
 what ​will be said, ​how it will be said, ​when it will be said, ​where it will
be said, and ​who​ will say it.

3. DETERMINE OBJECTIVES OF COMMUNICATION :-

The marketers must be successful in changing customer’s
mind, and create a favorable attitude t towards the product /service or
making the customer act.

Stage AIDA Hierarchy of Effects Innovation

&
Adoption

Cognitive Attention Awareness Awareness Exposure

Knowledge

Reception

Cognitive

Response

Affective Interest Liking Interest Attitude

Desire Preference Evaluation

Intention

Behavior Action Purchase Trial Behavior

Adoption
4. ​DESIGN THE MESSAGE:-
Formulating the message will require solving four problems

i. Message content (what to say):-​ The company must search

for an appeal , idea ,theme, idea or USP(unique selling
proposition). The advertiser has to decide ‘what do say’ to the
target audience so as to produce the desired response.
Depending on the nature of the product and the target market,
the message must have rational /emotional value, moral/
educational value,

Rational appeal​:- Engage self-interest . A belief that

product will produce certain benefits.

Example- Message demonstrating quality , economic value or

performance- Industrial buyers have rational appeal

Emotional appea​l:-- Attempt to stir up negative or positive

emotion that will motivate purchase . Marketers always
search for the right selling proposition

Moral appeal:​- are directed to the spectator’s sense of what

is right and proper .they often encourage and inform people
to support social cause- e.g.- AIDS Campaign

The common appeal :-

✵ The theme of beauty,

✵ The theme of health,

✵ Theme of pride,

✵ Theme of comfort,

✵ Theme of economic,

✵ Theme of fear,

✵ Theme of affection,
 ✵ Theme of distinction,

✵ Theme of patriotism ,

✵ Social responsibilities and moral

values.

ii. Message structure(How to say logically):- ​Refers to the

body of the message .Message can be one sided or two
sided.
One sided messages are usually about taking about the
company , its product etc.

Two sided message :- Usually talk about the competitor’s

product ,etc.

An order of presentation is also very important because the

company’s strong points must be presented in the beginning
and end but not at the middle portion of the story .People
usually remember what is said in the beginning and at the
end but rest is often forgotten

iii. Message format(how to say it symbolically):- ​For an Audio

media - the voice of the speaker must be pleasant.
For a Television media-Pleasing personality , back ground or
the location affects and influence the presentation .

In a print advertisements, the communicator has to

decide on the headlines, copy, illustration, and color. To attract
attention, advertisers can use novelty and contrast; eye-catching
pictures and headlines; distinctive formats; message size and
position; and color, shape and movement. If the message is to
be carried over the radio, the communicator has to choose
words, sounds and voices.
If the message is to be carried on television or in person,
then all these elements plus body language have to be planned
properly .Presenters should have pleasant expression , gestures
and postures must not be embarrassing , proper dress code.
 If the message is carried on the product or its package,
the communicator has to watch texture, scent, color, size, and
shape.

iv. Message source(who should say ):- W​ho should

present?-personalities, celebrities , technician , common
ordinary people etc. The source of the message has great deal
of persuasive influence on the buyers. The persuasive
influence depends mainly on the credibility of the source.
.Source factors such as a level of expertise, trust worthiness
and likability usually decide the source’s credibility with
audience. Expertise is the degree to which the
communicator has the authority to back the claim. Doctors,
Scientists, and Professors rank high on expertise in their fields.
For example, when a doctor is seen to render a message about
a pain reliever, the receiver of a message is tempted to accept it
as an authentic information.
Trustworthiness i​ s related to how objective and how
honest the source appears to be. If an audience perceives the
source as sincere, honest and trust worthy, the source will be
effective in communicating the message.
Likability ​is how attractive the source is to the
audience; People like simplicity and candidness

5. . SELECTING THE COMMUNICATION CHANNEL:-

Once the firm has researched its target market and developed
the message, it has to decide on the appropriate channel or media.The
communicator must select appropriate channel of communication. There are two
broad types of communication channels – ​personal and non-personal. In
Personal communication channels,​ two or more people
communicate directly with each other. They might communicate face to
face, over the telephone, or even through the mail. Personal `
communication channels are effective because they allow for personal
 addressing and feedback.

In Non-personal communication, channels are media that carry

messages without personal contract or feedback. They include major
media, atmosphere and events. Major media include print media
(newspapers, magazines, direct mail); broadcast media (radio,
television); and display media (billboards, signs, posters).

Events​ are stage occurrences that communicate messages to target audiences.

For example, public relations departments arrange press conferences, grand
openings, shows and exhibits, public tours and other events.

1. ESTABLISH THE TOTAL MARKETING COMMUNICATION BUDGET –

How much have to be spend on the promotion .Budget allocation
varies according to the organization. The management .policies influences the
budget allocation . Although
advertising is treated as a current expense , part of it, is really an
investment that builds up an intangible asset called “brand-equity”. The
more you advertise the more it gets rooted in the heart and mind of the people.
Organizations have realized the growing importance of promotion as an
indispensable element in business. Special funds are allotted for advertising and
promotion. There are Five
specific factors to be considered when setting the advertising - budget

1). Stages in the PLC:

Check which the stage the Product is passing through
.Marketing strategy will not remain uniform in all the stages.

2). Market share & consumer base:-

High market share brand usually require less
advertising expenditure.

3)​. Competition and clutter:-

When market is filled with many players ,the
organization faces tough competition .To make the brand
attractive and arresting , heavy advertisement is needed.
Because an effective Advertisement always leave an inevitable
and indelible imprint in the mind of the people. To create a
distinctiveness and to build a competitive advantage is not an
easy task, high involvement is necessary

4). Advertising frequency​:-

 Sometimes ,to build a brand awareness , the
Organization has to increase the frequency of the
advertisement in a day .When there is tough competition, the
very question of survival pops up .It becomes absolutely
indispensable and an inevitable need ,to increase the frequency of
Advertisement in more than one media and channel.

5)​. Product substitutability:-

Brands in a commodity class( cigarettes , beer , soft
drinks) require heavy advertising to establish a differential
and distinctive image .
Deciding how much money has to be spent on advertising is
not an easy task. The type of products involved, the competitive
structure of the industry, legal constraints, environmental
conditions etc. influences the advertising expenditure. A
uniform formula is not applicable. Expenditure varies from
industry to industry and from company to company within the
same industry. Moreover the expenditure of the firm may also
vary time to time .

METHODS OF ADVERTISING BUDGET:

<>Affordable method
<>.Competitive parity method
<>Percentage of sales method
<>Objective and task method

Affordable Method:​-
This method as the name indicates rests on the principle that a firm will
allocate for whatever it can afford. Usually small firms follow this method.
Even the limited funds provided for advertising may get reallocated for other
items depending upon the emergent requirements.

Competitive Parity Method​:-

U​nder this method, the firms make their advertising budget comparable to that
of theircompetitors. They follow the competitor’s strategy
 Percentage on Sales Method​:-
U​nder this method, the advertising budget is set in terms of a specified
percentage of past year sales anticipated.

Limitation : The fact that different brands at different stages of their life cycle
will require varying levels advertisings support , is not taken into account by
this method.

Another limitation is that the level of sales determined the level of advertising
budget but the actual ‘functional relationship’ would seem to be reserve.
Hence it is advisable that percentage of projected sales be allocated rather than
percentage of previous year’s sales.

Objectives and Task Method​:-

In actual practice, marketers usually blend some of the well accepted
methods to formulate a budget . In other words, the budget decision is closely
linked up with the advertising objectives, the media decisions and copy
decisions.

These four decisions areas in advertising interact among themselves and influence each other.
The decision-making is an integrated process, which takes into account the total task of
advertising to be performed.

7.DECIDING ON THE COMMUNICATION MIX(Advertising , Sales

Promotion, Public-Relation , Publicity , Personal Selling , Direct-Marketing):-
Depending upon the nature and function of the product and service ,the
Organization has to balance the various promotional mix. Which part of the
promotion must be given due weight-age? Should the Organization go for
Advertising? or Must it rely on the sales promotion ?

Factors guiding the selection of Promotion mix.

i. Nature of the product market

ii. Overall marketing strategies –whether the firm wishes to “push the
product or create a “pull for the product

“Push”​- Selling the product through the marketing network and hence
 involves the critical function of managing distribution channel.

“Pull”​- The firm creates consumer demand for its product with its
aggressive marketing –mix

iii. Buyer readiness stage –The choice of different elements of the

promotion mix is also dependent on buyer readiness and awareness
of the brand

iv. Product life cycle stage – It is important to know which stage is

product is passing through in its life cycle.

8. FACTORS TO BE CONSIDERED WHILE CHOOSING MEDIA

(1)​Deciding on Reach, Frequency and Impact:-​To select media, the

advertiser must decide what reach and frequency are needed to achieve advertising
objectives. Reach is a measure of the percentage of people in the target market who
are exposed to the advertisement campaign during a given period of time.

Frequency is a measure of how many times the average person in the target market is
exposed to the message. The advertiser also must decide on the desired ​media ​impact
– the qualitative value of a message exposure through a given medium.

(2)Choosing among Major Media Types:- Media planners consider many

factors while making their media choices. The ​media habits of target consumers ​will
affect media choice – for example, radio and television are the best media for reaching
teenagers. So will the ​nature of the product – ​fashions are best advertised in color
magazines, and Polaroid cameras are best demonstrated on television. Different ​types
​ ay require different media. A message announcing a major sale
of messages m
tomorrow will require radio or newspapers; a message with a lot of technical data
might require magazines or direct mailings. Cost is also a major factor in media
choice, Television is very expensive when compare to newspaper media . The media
planner looks at both the total cost of using a medium and at the cost per thousand
exposures – the cost of reaching 1,000 people using the medium. Media impact and
cost must be re-examined regularly.
 (3)Selecting Specific Media Vehicles:-​The media planner now must choose
the best ​media vehicle – specific media within each general media type. For example,
newspapers is the media and “The Hindu”, “Times of India” are vehicles. If
advertising is placed in magazines, the media planner must look up circulation figures
and the costs of different advertisement sizes, color options and positions and
frequencies for specific magazines. Then the planner must evaluate each magazine of
factors such as credibility, status, reproduction quality, editorial focus and advertising
submission deadlines. The media planner ultimately decides which vehicles give the
best reach, frequency and impact for the money.

Media planners also compute the cost per thousand persona reached by a vehicle.
They would rank each magazine by cost per thousand and favour those magazines
with the lower cost per thousand for reaching target consumers. The media planner
must also consider the costs of producing advertisements for different media. Whereas
newspapers advertisements may cost very little to produce when compare to colorful and
costly television advertisements . Thus, the
media planner must balance media cost measures against several media impact factors.
First, the planner should
balance costs against that media vehicle’s ​audience quality. Second, the media planner
should consider ​audience attention. Third, the planner should assess the
vehicle’s ​editorial quality.

(4)Deciding on Media Timing:-​The advertiser also must decide how to schedule the
advertising over the course of a year. Suppose sales of a product peak in December
and drop in March. The firm can vary its advertising to follow the seasonal pattern.
Finally, the advertiser has to choose the pattern of the advertisements, either
continuous or pulsing.
Continuity​ means scheduling advertisements evenly within a given period. ​Pulsing
means schedules advertisements unevenly over a given time period.

9.MEASURE THE COMMUNICATION RESULT:-

The final procedure is to measure the promotional mix .Has the Organization
succeeded in balancing the communication mix ,and whether the organization has
 been successful in creating a demand for the product with help of the promotional
mix.
After sending the message, the communicator must research its effect on the target
audience. This involves taking the target audience , and find out the effectiveness
and reaction , by finding out :-

-Whether they remember the message?,

-How many times they saw it?,
-What points they recall?,
-How they felt about the message, and their past and present attitudes
toward the product and company?.

The communicator should measure behavior resulting from the message;

–How many people bought the product, talked to others about it, or
visited the store. Feedback on marketing communications may suggest
changes in the promotion programs or in the product offer itself.

Evaluating advertising effectiveness is not easy. In spite of the difficulty, firms resort
to evaluation of advertising results. They try to assess how far the sales task and the
communication task have been accomplished by advertising.Copy tests are
conducted during development process, at the end of actual production process (pre-
test) and after the campaign in launched (post-testing) to find out the effectiveness.

Methods of Advertising Pre-testing:

∙ Direct rating:​ Under this test, advertiser exposes a consumer panel to

alternative advertisements and asks them to rate the advertisements. These
direct rating indicate how well the advertisements get attention and how they
affect consumers. A high rating indicates a potentially more effective
advertisement.
∙ Portfolio tests​: Under this method, consumers views or listen to a portfolio of
advertisements, taking as much time as they need. They then are asked to
recall all the advertisements and their content, aided or unaided by the
 interviewer. Their recall level indicates the ability of an advertisement to stand
out and its message to be understood and remembered
∙ Laboratory tests:​ These tests use equipment to measure consumer’s
physiological reactions to an advertisement – heartbeat, blood pressure, pupil
dilation, perspiration. These test measure an advertisements attention getting
power, but reveal little about its impact on beliefs, attitudes or intentions.

Methods of Advertising Post-testing:

⬧ Recall tests:​ Under this the advertiser asks people who have been exposed to
magazines or television programs to recall everything they can about the
advertisers and product they saw. Recall score indicates the advertisement’s
power to be noticed and retained.
⬧ Recognition rests​: Under this test the researcher asks readers of a given
magazine to point out what they recognize as having seen before. Recognition
scores can be used to assess the advertisement’s impact in different market
segments and to compare the company’s advertisements with competitor’s
advertisements.

Advertising plays a strong role in fuelling the desire to change .Advertising

whets the appetite for replacement forcing customers to ask “What’s
new”?.
Advertising continuously strive to come up with that one incisive sight to talk
in a way consumers will instantly agree with .From carefully crafted stories to
celebrity endorsement ,advertisers have an arsenal of techniques to convince
the consumer. There is a new additional to that arsenal –moving beyond the virtual
world , brands are using “user-​testimonials”​ in mainstream advertisements . A
very few of the marketers have dared to feature real users .

With social networks becoming part of the consumer’s life ,more and more
marketers are dabbling with users-generated content such as viral videos,
instant tweets and active online communities. Realistic advertisement or
advertisements with real people are becoming popular and effective in increasing
the sales..
One classic example , is that of Old spice, included real viewers. Old Spice
created a series of personalized You TubeVideos with Isaiah Mustafa aimed at
people who has poised questions for him through Facebook and tweeter. The Old
Spice campaign made the 40-plus brand relevant to a whole new
 generation of consumers . Replicating
the virtual in the real world, brands have turned to crowd – sourcing and now
real users in their communication campaigns. The new marketing strategy
(advertising strategy ) is that the marketers are inviting real people for
launching new products ,and are reinforcing a brand’s commitment to the
consumer at the time of rapid change . Ford, Research in
Motion(RIM),Himalaya Drug Company , Frito-lay, Vodafone and Tata Docomo have
gone the “crowd-sourcing” path to get consumers to create some part of
their communication or product .

Marking the largest selling noodles ​Maggi’s 25​th anniversary in the

country, it invited die-hards to write in about what the brand meant to them.
The entries indicated “for a mother ,Maggi meant an ally ;for a newly-wed
couple it meant a midnight snack; for a students in a hostel it meant a
midnight snack”. some stories were selected and featured on the cover .

Brand will be able to harness real users only if they have a following
to begin with. A brand must express credibility ,so that real users can come
forward and swear by it .An emotional connect has to be there .Consumers’
perception of value increase with more transparency and they determine
who they do business with, based on whether the company will act in their
best interest .Consumer Behavior is a dynamic field and marketers need to
closely track the environment to ensure that they apply the relevant
concepts to the changing context.

LG’s Verma says , “ we focus on enhancing consumer lifestyle and our

product communication highlights the smart technology of our products.
There is no doubt about the durability of the product , but it is all about
aspirations”

The Five M’s Of Advertising

The organizations handle their advertising in different ways. In small companies,

advertising is handled by someone in the sales or marketing department, who works with an
ad ageny. A large company will often set up its own advertising department or else hire an ad
agency to do the job of preparing advertising programmes9.

In developing a program, marketing managers must always start by identifying

the target market and the buyer’s motives. Then they can make the five major
decisions in developing an advertising program, known as the five M’s, viz.

Mission:​ what are the advertising objectives?

Money: ​how much can be spent?

Message:​ what message can be sent?

Media:​ what media should be used

Measurement​: how should the results is evaluated?

The above mentioned can be explained by the diagram given below

The 5Ms of Advertising

Checklist for planning of a marketing or advertising campaign.

✔ What are the objectives?
Mission ✔ What is the key objective?
✔ How much is it worth to reach my objectives?
Money ✔ How much can be spent?
✔ What message should be sent?
Message ✔ Is the message clear and easily understood?
✔ What media vehicles are available?
Media ✔ What media vehicles should be used?
✔ How should the results be measured?
Measurement
✔ How should the results be evaluated and
followed up?

9
​D.Yimg.Com/Kq/Groups/24036100/426771643/.../The+Five+M.Doc
THE 5 M’s OF ADVERTISING WITH RESPECT TO THE SUNDROP
CAMPAIGN

MISSION:

Sales goals: Leadership in the edible refined oil segment

Advertising Goals:

Communication task

1. Position​ Sundrop as the healthy oil for healthy people

2. Ensure that this did not erode the delivery of the taste benefit.
3. Positioning had to be perceptually as far away from Saffola.
4. Young, modern and premium feel
5. Execution had to be distinct and original to stand out from the clutter
MONEY:

○ Stage in PLC: Introductory, therefore relatively large expenditure

○ Market share: new product
○ Competitors:
Saffola (Safflower oil) also used the health platform but was associated
with heart patients and less taste
Flora and Sunola (Sunflower oils)

MESSAGE:

Health was chosen as the platform, along with a supporting claim for taste. People
who were healthy and energetic were concerned about the long-term prospects of
their health. Thus ‘Health’

∙ Was related to maintenance of good health

∙ Was applicable to all members of the family
∙ Was characterized by lively energetic people
∙ Thus the message and (positioning): ​‘The Healthy Oil for Healthy People’

MEDIA:

Primary media: Television ad 30 seconds.

Print ad

MEASUREMENT:

∙ Within 6 months, Sundrop became the largest selling refined sunflower oil.
∙ Redefined the category and expanded the Sunflower oil segment from 2.71%
to 23% in 6 months, and 42% in 1997
∙ Still the largest selling sunflower oil brand holds 15% of branded oil market.
∙ The ad was shown for over 10 years as the main theme film.
TELEVISION

To buy consumer products over the Internet or by way of television

using a telephone connection or an interactive cable. Teleshopping network
become operational in India the 1990s.

Two types of Informecials (Information + Commercial):-

I. Some featured celebrities using products and benefitting from it
II. In studio with live audience

During the 1990s Indian law prohibited people to import product ,

without acquiring prior permission from the regulatory authorities. It was
Telebrand India ,a 100% subsidiary of Telebrand Corp ,pioneered the
concept of Teleshopping in India. In the mid1995 ,TSN (US based
Teleshopping Network) and Asian Skyshopping(Owned by Zee ,founded `in
1984) also made their entry into the Indian market. Some of the popular
Teleshopping brands in India are :- Tele-Brands ,Asian sky shopping ,Home
shop18,Alive,

All these networks adopted the following strategies:

∙ Buying time slots on popular channels that had high penetration and
enjoyed good viewership among the target customers
∙ Providing a special product code for every product and displaying it
along with its price.
∙ Setting up call centers in various cities, on the basis of the scale of
operations and the extent of penetration expected
∙ Providing viewers with telephone numbers of these call centers and
asking them to call their nearest call centers for further queries.

Teleshopping companies targeted segment premium end TV viewers

with high purchasing power which were mainly nuclear families pursuing
career

Concept of Teleshopping :
<>Principle:- Impulse buying
<>Informecials features miraculous product-:-
Example – Instant cure for diabetes, cure for Baldness.
<>An attempt to build trust .
 Factors contributing to its success;

<>High purchasing power

<>Attractive offers-innovative and useful
<>Featuring well known personalities.

Causes of failures:
<>Low penetration.
<>Lack of innovation offering
<>Poor promotion and advertising technique <>Lack of
awareness among the customer

Traditional and New Advertisement media

Traditional Media

Print :
Newspapers
Magazines.
Trade Journals
Direct mail

Audio/Visual Media:
Radio
Television,
Cinema

Other Traditional Media:

Sponsorship of events
Cassettes, CD, DVD, ACD.
Trade fairs, exhibition

New Media

∙ Internet and related platform:

∙ Social network sites(facebook..)
∙ E-mail
∙ Blogs
∙ Mobile-phone(m-commerce)
∙ Podcasts
∙ Company web-sites
 Customization of Advertisement in INDIA.

A Country like India , that have various “Languages and Cultures” co-exist ,customization
is inevitable .The only difference is that the availability of intelligent tools, and Incredible
growth of social media and an emergence of sharply defined communities (besides the
unique and uniform cultural attributes)have made the task of targeting specific clusters of
consumer easier ,cost-effective and more entertaining .
Communication has moved from “one-to-many” to “one –to-one” to “one-to-community”.
These communities are not just defined by occupation or industry. Increasingly
,communities are defined by “interest”. Advertisement must focus on such interest groups.

“Customization requires a very incisive understanding of ones’ target audience .How to

isolate these interest group is the key challenge”
 CHAPTER-6
ADVERTISING BUDGET
ADVERTISING PROGRAM AND MEDIAL PLANNING

An advertising plan and an advertising strategy provide the framework for businesses
and their advertising agencies to develop, review and measure the effectiveness of advertising
campaigns in line with advertising and marketing objectives. The advertising plan describes
the creative and media tactics, budget, schedule and other elements of the strategy.

Developing Advertising Programs

○ The process of setting advertising objectives

○ Procedures for developing advertising budgets
○ Considerations involved in devising a message and a media plan
○ Approaches for evaluating the effectiveness of a program

An Organization strategic plan contains the following factors :-

∙ Business Plan(Formulating Vision , Mission , Goals, Objectives etc.,)

∙ Marketing Plan(Marketing Mix, Segmentation, Targeting , Positioning,
market potential , competitor analysis, SWOT analysis etc.,)
∙ Advertising Plan( an intrinsic part of Marketing plan to promote and
boost up the sales and generate revenue)
∙ Creative Plan( An exclusive part of Advertising plan ,to make the
promotional campaign influential to the five senses.:-pleasant to hear ,
beautiful to watch and pleasure to read

Advertisement Planning and Strategy

Corporate plan Corporate strategy Corporate tactics

Functional level

Marketing plan Marketing strategy

Advertising strategy Advertising plan Marketing Tactics

 Advertising Tactics.

Marketing is very much synonymous with the Business plan or corporate strategy and
advertising planning must follow the ​marketing plan.

Marketing plan.

Select Marketing SWOT Select Target Develop Marketing Design Action

plan

Execute plan

Measure result& evaluate

Marketing Plan focuses on sales. Advertising Plan focuses on Communication Goals

An Advertising plan matches the right audience , the right message and presents it in
the right medium to reach the Audience

3 elements summarize the heart of the Advertising plan

i. Targeting the audience - when are you trying to reach

ii. Message strategy- What do you say to them
iii. Media Strategy- when and where will you reach them

STEPS IN ADVERTISING PLANNING PROCESS

1. DEFINING THE MARKETING PROBLEM​:-

Understanding and formulating a plan for finding a proper solution to the
problem in the first step for any organization. The crucial aspect is to analyze the
various aspects and deciding factors that may likely to become a concern in the
future .

∙ Analyze the financial status of the Organization.

∙ Decide on whether the organization opt for expansion or profit
maximization?
∙ The market potential for the product ?
∙ Competition from similar or substitute product.
∙ The intensity of competition ?
 ∙ Target area and possible market segmentation etc.

Situation analysis​: Through SWOT (strength , weakness, opportunity and threat)

analysis too find opportunities and problem . Environmental scanning plays a very s
decisive role in understanding current position of the organization and also aids in
planning and strategies.

2. TRANSLATING THE MARKETING REQUIREMENTS INTO ATTAINABLE

MEDIA OBJECTIVES.​:-
Advertising planning decision ​has to be made on the basis of marketing
plan .Important factors to be considered in Advertisement planning

a).​Advertising Objectives​:- Objectives are derived from marketing plan and

SWOT analysis .Every Advertising campaign and Advertisements in it must be
guided by specific ,clear objectives.

Example- An Advertising objective could an increase in the Sale of the

product or service .There are several models can be implemented ,one such model is
the A​IDA​ model.

A-Attention

I-Interest

D-Desire

A-Action

b).​Target Audience:​- Identify the target group , understand their culture,

life styles , personality traits, idiosyncrasies etc., The characteristic traits can be
utilized by the copy writer and associate in the advertisements.

c).​Product Feature and competitive advantage:​- Analyze the product in

comparison to competing the product.

Feature Analysis

Feature Importance to the prospect Product performance

Yours X Y Z

Price 3 + + - -

Quality 1 - + - +
 Style 4 + - - +

Availability 5 + - - -

Durability 2 + - - -

The USP-Unique Selling proposition about the product has to be highlighted in the
advertisement. Because the USP act as the competitive advantage for any
organization.

d) ​Brand personality​:-When all data is gathered the Account planner

creates two related Advertising elements:-

i. ​Brand personality​:- ​A set of human characteristics that are

attributed to a brand name. A brand personality is something to which
the consumer can relate, and an effective brand will increase its brand
equity by having a consistent set of traits. This is the added-value that a
brand gains, aside from its functional benefits. Customers are more
likely to purchase a brand if its personality is similar to their own.
Examples of traits for the different types of brand personalities: The
types of brand personalities often used by advertisers are :

∙ Excitement: carefree, spirited, youthful .

∙ Sincerity: genuine, kind, family-oriented,
thoughtful .
∙ Ruggedness: rough, tough, outdoors, athletic .

∙ Competence: successful, accomplished,

influential, a leader .
∙ Sophistication: elegant, prestigious, pretentious.
10

ii. Brand Position​:​-​. Has come to mean the process by which

marketers try to create an image or identity in the minds of their target
market for its product, brand, or organization. Positioning can be of
two types :-Re-positioning and De-positioning

Re-positioning​ involves changing the identity of a product, relative to

the identity of competing products, in the collective minds of the target
market.

10
​ ​http://www.investopedia.com/terms/b/brand-personality.asp#ixzz1Z27Ggu3D
 De-positioning​ involves attempting to change the identity of
competing products, relative to the identity of your own product, in the
collective minds of the target market.

e)P​osition strategy​- It Goes beyond the brand personality, it incorporates

many marketing tools which ,when combined , produce a unique perception in the
mind of consumer

A product can be positioned based on 2 main platforms: ​The Consumer and the
Competitor​.

A number of ​positioning strategies​ might be employed in developing a

promotional program. The 7 such strategies are discussed below:

i). ​Positioning by attributes​: A common approach is setting the brand apart

from competitors on the basis of the specific characteristics or benefits offered. Sometimes
a product may be positioned on more than one product benefit. Marketers attempt to identify
salient attributes (those that are important to consumers and are the basis for making a
purchase decision).

▪ Consider the example of Ariel that offers a specific benefit of cleaning

even the dirtiest of clothes because of the micro cleaning system in the
product.
▪ Colgate offers benefits of preventing cavity and fresh breath.
▪ Promise, Balsara’s toothpaste, could break Colgate’s stronghold by
being the first to claim that it contained clove, which differentiated it
from the leader.
▪ Nirma offered the benefit of low price over Hindustan Lever’s Surf to
become a success.
▪ Maruti Suzuki offers benefits of maximum fuel efficiency and safety
over its competitors. This strategy helped it to get 60% of the Indian
automobile market.
ii).Positioning by price/ quality:-​Marketers often use price/ quality characteristics to
position their brands. One way they do it is with ads that reflect the image of a
high-quality brand where cost, while not irrelevant, is considered secondary to the
quality benefits derived from using the brand. Premium brands positioned at the high
end of the market use this approach to positioning.
Another way to use price/ quality characteristics for positioning is to focus on the
quality or value offered by the brand at a very competitive price. Although price is an
important consideration, the product quality must be comparable to, or even better
than, competing brands for the positioning strategy to be effective.
iii).Positioning by use or application: ​another way is to communicate a specific
image or position for a brand is to associate it with a specific use or application.
Surf Excel is positioned as stain remover ‘ Surf Excel hena!’
Also, Clinic All Clear – “Dare to wear Black”.
 iv.)​ Positioning by product class:-​Often the competition for a particular product
comes from outside the product class. For example, airlines know that while they
compete with other airlines, trains and buses are also viable alternatives. Tea
Manufacturers must compete with coffee manufacturer . The product is positioned
against others ,but does not exactly provide the same class of benefits.

v).Positioning by product user; ​Positioning a product by associating it with a

particular user or group of users is yet another approach.

vi)Positioning by competitor: ​Competitors may be as important to positioning

strategy as a firm’s own product or services. In today’s market, an effective
positioning strategy for a product or brand may focus on specific competitors. This
approach is similar to positioning by product class, although in this case the
competition is within the same product category. Onida was positioned against the
giants in the television industry through this strategy, ONIDA colour TV was
launched with the message that all others were clones and only Onida was the leader.
“neighbour’s Envy, Owners Pride”.
vii)Positioning by cultural symbols: ​An additional positioning strategy where in the
cultural symbols are used to differentiate the brands.
Examples would be “Humara(our)” Bajaj, Tata Tea, Ronald McDonald. Each of these
symbols has successfully differentiated the product it represents from competitors.

Celebrity Endorsement

A promotional campaign involving a well- known person or a celebrity to promote a product or

service. Organization use celebrities to influence the purchase decision of the target market by
increasing the sales and expanding the market .Studies revealed that consumers find celebrity
endorsement more influential and attractive than non-celebrity endorsement .

3.​BUDGET ALLOCATION :(AVERTISEMENT BUDGET).

“​Advertising Budget is the amount of money which can be or has to be spent on
advertising of the product to promote it, reach the target consumers and make the sales chart
go on the upper side and give reasonable profits to the company”11

11
http://managementstudyguide.com/advertising-budget.htm
Once again the environmental analyses is very essential before finalizing the advertising
budget . The frequent fluctuation in the market often affects the company’s day to day
affairs . one has to take a look on the favorable and unfavorable market conditions which will
have an impact on the advertising budget. The market conditions to watch out for are as
follows:
∙ Frequency of the advertisement
∙ Competition and Clutter
∙ Market Share of the Product
∙ Product Life Cycle Stage

Frequency of the Advertisement:​ The number of times advertisement has been

shown, in the granted time slots. If any company needs more advertising frequency
for its product, then the company will have to increase its advertising budget.
Competition and Clutter​: In an competitive environment ,the organization has to
focus and differentiate itself from its competitors . The company has to then ‘​increase
,intensify and invest’ .
Market Share:​ To be better than the competitors and to increase the presence known
in the market , the advertisement whether it is Audio, Video or Print has to be
different and unique. The advertisement must appeal to the senses . For such a
successful result invest in definitely required.
Product Life Cycle Stage​ :A new player(introducing a new product) has to invest
more in advertisement in order to create and awareness in the market. As the time
goes on and product becomes older, the advertising budget can come down as then the
product doesn’t need frequent advertising.
An advertising budget is a plan that sets a limitation on advertising expenditures,
states how expenditure will be allocated and controls the expenditure over a
designated period of time.
There are several accepted methods of arriving at the budget, the individual
brand budget will depend upon several factors such as profitability, marketing objective and
competitor’s position. The various methods, which are used, for setting advertising budgets
are:

∙ Historical Method.
∙ Objective –Task -Method :Bottom method.
∙ Percentage -of-sales-method.
∙ Competitive method.
∙ All you can afford/ Affordable method.
∙ Arbitrary allocation.
∙ ROI-return on investment.
∙ Build up approaches.
∙ Objective task method.
 ∙ Payout planning.
∙ Quantitative model.

i).Historical Method:A budget is based on the last year Budget with a percentage
increase for inflation or some other market place factor. Easy to calculate but little
to do with Advertising Objective

ii) Objective –Task -Method :Bottom method: ​This method looks at the objectives
for each activity and determine the cost of accompanying each objectives.
-what will it cost to making 50% of the people in the market aware of the product
-how many people do we have to reach and how many times ?

iii). Percentage -of-sales-method: ​Compare the total sales with the total
advertising(or marketing communication) budget during the previous year or the
average of several years to compute a percentage. This
technique can also be used across an industry to compare the expenditure of different
product categories on advertising.
Step 1= Past Advertising sales​ ​/ Past sales= percentage of sales
Step2= percentage of sales *next year’s sales forecast = new Advertising
budget

Method has 2 advantage:

i. Simple to use
ii. Expenditure, are directly related to find available in solid
projection

Limitation.
i. Assumes that advertising is a result of sales rather than the cause
of sales.
ii. This method does not include the possibility of diminishing return-
( that after a certain point additional amount may generate fewer sales)

In short ,using the percentage of sales method may mean under-spending. When the
sales opportunities are high and over spending when the potential is low

iv.) Competitive method: ​Uses competitors budget has Benchmark. The

argument is that selling budgets in this fashion takes advantage of the collective
wisdom of the industry; takes competition into consideration, which leads to
stability in the market place by minimizing marketing warfare. If the company
knows that the rival are spending less or are not fit for excessive spending
less in promotional activity are likely to take less aggressive step.

Disadvantage:

▪ Ignores the specific objective to which advertising is designed

▪ No guarantee that the advertisement will be equally effective
▪ No guarantee that rivals will continue to pursue the existing
strategies
▪ Ignores the possible advantage the firm has because of
comparative attitude.

v.)All you can afford/ Affordable method: ​Determine where the amount
has to be spend than decides how much has to be spend ,no guidelines for
measuring effects of various budgets are established used by small and big
firms.

vi).Arbitrary allocation: ​Budget is determine by Management solely on the

basis of what to be needed

vii).ROI-return on investment: ​In this method ,Advertising and promotion

are considered to be investment, like plant and equipment ,leading to certain
return

i) Build up approaches: In build-up approaches, specific objectives are

established, and budgets are determined based on the costs required to
attain these goals. The various step in this methods are :

Steps:-

Promotion objectives are set.

A cluster needed to be achieved ,objective are planned

Cost of promotion activity is budgeted

Total promotion budget is approved by top management

 ix)-Objective task method:​ The process involves establishing objectives,
determining the specific tasks associated with attaining these objectives, and
determining the costs associated with these tasks. Monitoring and re- evaluation
of these steps is critical to the success of this method.

Step1. Defining the communication objective to be accomplished.

Step2. Determining the specific strategies and task needed to attain.

Step3-Estimating the cost associated with the performance.

Step4-Monitor .

Step5-Re-evaluate objective.

x).Payout planning: Somewhat similar to ROI but in this method ,it determines
the investment value of the Advertising and Promotion appropriation .The basic
Ideas is to project the revenues the product will generate and as well as the cost it
will incur ,over 2or 3 years. Based on the expected rate on Return , the Payout
planning will assist in determining how much Advertising and Promotion
expenditure will be necessary when the return might be expected.

xi).Quantitative model: ​Attempts to apply quantitative model to budgeting have

met with limited success. Simulation model is one of the example.

(​The same methods applied when formulating sales promotion budget too)

4 ​DEFINING A MEDIA SOLUTION BY FORMULATING MEDIA

STRATEGIES:-
Certain schedules work best with different media. For example, the rule of thumb is
that a print ad must run three times before it gets noticed. Radio advertising is most
effective when run at certain times of the day or around certain programs, depending
on what market you're trying to reach.

Advertising media generally include:

∙ Television
∙ Radio
∙ Newspapers
∙ Magazines (consumer and trade)
∙ Outdoor billboards
 ∙ Public transportation
∙ Yellow Pages
∙ Direct mail
∙ Specialty advertising (on items such as matchbooks, pencils, calendars, telephone
pads, shopping bags and so on)
∙ Other media (catalogs, samples, handouts, brochures, newsletters and so on)

When comparing the cost and effectiveness of various advertising media, consider the
following factors:

∙ Reach.​ Expressed as a percentage, reach is the number of individuals (or homes) you
want to expose your product to through specific media scheduled over a given period
of time.
∙ Frequency.​ Using specific media, how many times, on average, should the
individuals in your target audience be exposed to your advertising message? It takes
an average of three or more exposures to an advertising message before consumers
take action.
∙ Cost per thousand.​ How much will it cost to reach a thousand of your prospective
customers (a method used in comparing print media)? To determine a publication's
cost per thousand, also known as CPM, divide the cost of the advertising by the
publication's circulation in thousands.
∙ Cost per point.​ How much will it cost to buy one rating point for your target
audience, a method used in comparing broadcast media. One rating point equals 1
percent of your target audience. Divide the cost of the schedule being considered by
the number of rating points it delivers.
∙ Impact.​ Does the medium in question offer full opportunities for appealing to the
appropriate senses, such as sight and hearing, in its graphic design and production
quality?
∙ Selectivity.​ To what degree can the message be restricted to those people who are
known to be the most logical prospects?

Reach and frequency are important aspects of an advertising plan and are used to analyze
alternative advertising schedules to determine which produce the best results relative to the
media plan's objectives.
Calculate reach and frequency and then compare the two on the basis of how many people
you'll reach with each schedule and the number of times you'll connect with the average
person. Let's say you aired one commercial in each of four television programs (A, B, C, D),
and each program has a 20 rating, resulting in a total of 80 gross rating points. It's possible
that some viewers will see more than one announcement--some viewers of program A might
also see program B, C, or D, or any combination of them.

Many researchers have charted the reach achieved with different media schedules. These
tabulations are put into formulas from which you can estimate the level of delivery (reach)
for any given schedule. A reach curve is the technical term describing how reach changes
with increasing use of a medium. The media salespeople you work with or your advertising
agency can supply you with these reach curves and numbers.

Now let's use the same schedule of one commercial in each of four TV programs (A, B, C, D)
to determine reach versus frequency. In our example, 17 homes viewed only one program, 11
homes viewed two programs, seven viewed three programs, and five homes viewed all four
programs. If we add the number of programs each home viewed, the 40 homes in total viewed
the equivalent of 80 programs and therefore were exposed to the equivalent of 80
commercials. By dividing 80 by 40, we establish that any one home was exposed to an
average of two commercials.

To increase reach, you'd include additional media in your plan or expand the timing of your
message. For example, if you're only buying "drive time" on the radio, you might also include
some daytime and evening spots to increase your audience. To increase frequency, you'd add
spots or insertions to your existing schedule. For example, if you were running three
insertions in a local magazine, you'd increase that to six insertions so that your audience
would be exposed to your ad more often.

Gross rating points (GRPs) are used to estimate broadcast reach and frequency from
tabulations and formulas. Once your schedule delivery has been determined from your reach
curves, you can obtain your average frequency by dividing the GRPs by the reach. For
example, 200 GRPs divided by an 80 percent reach equals a 2.5 average frequency.

Frequency is important because it takes a while to build up awareness and break through the
consumer's selection process. People are always screening out messages they're not
interested in, picking up only on those things that are important to them. Repetition is the key
word here. For frequency, it's much better to advertise regularly in small spaces than it is to
have a one-time expensive advertising extravaganza.

“CREATIVE STRATEGY”

An Advertising idea is considered creative when it is novel ,fresh ,unexpected and unusual.
Behind every effective Advertisement is a BIG-IDEA , a creative concept that implements
the Ad strategy so that the message is attention-getting and memorable

Lisa duke

“A creative concept” should have 4 main features

a. Focus​-“single minded” and “main idea” to describe creative concept

that were variously focused
b. Uniqueness-​ An approach ,” no one has ever has seen before
 c. Generative -​ A good creative concept “has legs” that is, it can extend
beyond the initial execution into related ideas to permit the development
and evolution of a campaign
d. Truth and Honesty​- “some Truth” about the product ,”an authenticity
and relevance to the product and audience

Common technique that creative thinker used to stimulate new ideas

a. Free association:- two seemingly unrelated thought

b. Divergent thinking :- heart of creative thinking differ from rational
c. Analogies and metaphor
d. Use both sides of the brain:- . The right side of the brain deals with rational

thinking whereas the left side deals with emotional and imaginary thinking

Another technique Creative Aerobic by Linda Conway correll

A 4 step idea generation

i. Facts- to come up with a test of facts about a product-using left brain.

ii. New names- create new names for the product.
iii. ‘similarities’- Similarities between objects.
iv. New definition- for the product for the product.

Creative Person-​must have the ;-

∙ ability to visualize.
∙ conceptual thinking.
∙ openness to new experiment.

Steps in creative process

1. Immersion:​ – Read ,research and learn everything one can about the problem.
2. Ideation:​- Look at the problem from every angle, develop idea ,generate as
many alternative a possible.
3. Brain-fog​:- One may hit a blank wall and want to give up
4. Incubation-Try to put ones conscious mind , to rest to let your sub conscious
take over
5. Illumination:​ - Unexpected moment when the ideas come ,often at the least
expected time.

Creative strategy concern what message to determine to the audience for

accomplishing Objectives
 A Creative Blue Print

∙ What object do we want to accomplish

∙ Who are our customer now?
∙ Whom should we sell?
∙ How our customer think, feel ,and believe about the brand ,the company
and the competition ?
∙ What do we want them to think ,feel and believe?
∙ What key idea can we put in their minds to accomplish – different
appeals?

ADVERTISING CAMPAIGN

A Campaign I s a systematic effort to accomplish some predetermined objectives.

“Advertising campaign includes a series of Ads placed in various media ,that are designed
to meet Objectives and are based on an analysis of marketing and communication
situation.”. Dunn and Barban.

Advertising campaign can be defined as the correlation and combination of an

advertisement and related efforts in respect of a product or service, during a particular period
of time, and directed towards the attainment of one or more predetermined objectives.
In simple words advertising campaigns is a series of advertisements with an identical or
similar message, placed in one or more of advertising media over a particular period of time.
The ad campaign must be co-ordinate with other marketing efforts and activities which may
be a part of the marketing mix. Before going ahead with the advertising campaign one must
consider factors like the 5 M’s
The Five M of Advertising Mission Money Measurement12
The organizations handle their advertising in different ways. In small companies, advertising
is handled by someone in the sales or marketing department, who works with an ad ageny. A
large company will often set up its own advertising department or else hire an ad agency to
do the job of preparing advertising programs.

In developing a program, marketing managers must always start by identifying the target
market and the buyer’s motives. Then they can make the five major decisions
in developing an advertising program, known as the five M’s, viz.

∙ Mission: ​what are the advertising objectives?

∙ Money:​ how much can be spent?
∙ Message:​ what message can be sent?
∙ Media:​ what media should be used

12
∙ ​http://drypen.in/advertising/what-is-an-advertising-campaign.html
 ∙ Measurement: ​how should the results is evaluated?]
To make a successful Advertising campaign , the following factors are very
essential:-

a. Appraisal of Advertising opportunity​:- The marketer must determine if

Advertisement is suitable in a particular situation.
b. Presence of Primary Positive Demand​:- Advertisements will be
successful when the demand of the product has grown ,usually in the
introduction, growing and maturity stage of the PLC, but will not work during
the declining stage of the PRODUCT , because new entrants will enter with
new technology or compete with a Redesigned model will take over the market .
c. Good Chance for Product differentiation​:- Advertisement showing common
suitable feature in the product always tends to prove discouraging .every AD
should highlight the USP in a Meaningful and Persuasive product
differentiation. .It is a key to create a strong positioning
d. Products have hidden or not readily noticeable qualities:​-It is difficult to
ascertain the quality of a washing machine ,TV by Just looking at them. The
benefits has to be highlight the special feature of these product technology so
as to encourage the viewers to buy .
e. Presence of powerful emotional buying motive.:​- Emotional expressions are
very powerful weapons that symbolizes the product . The emotional factor like
fear , fun and enjoyment etc., do play an influencing role in buying decision
process.

f. Availability of sufficient fund.:​-To make the advertisement successful ,

availability of sufficient fund is a primary requisite .

The process of making an advertising campaign is as follows:

∙ Research:​ First step is to do a market research for the product to be

advertised. One needs to find out the product demand, target audience
competitors, etc.
∙ Setting the budget​: The next step is to set the budget.
∙ Deciding a proper theme​: An effective theme for the campaign has to be
decided using colors, graphics, sounds locations etc.
∙ Selection of media:​ the media or number of Medias selected should be the
one which will reach the target customers.
∙ Media scheduling​: the scheduling has to be done accurately so that the ad
will be visible or be read or be audible to the targeted customers at the
right time.
 ∙ Executing the campaign:​ finally the campaign has to be executed and
then the feedback has to be noted.

5​.IMPLEMENTING AND EVALUATING THE FINAL RESULT (POST

–TESTING)

The next stage is to implement advertising program and evaluate effectiveness of the
program . There are a few tests by which evaluation is possible

∙ Recognition Tests:-Estimate the percentage of people claiming

to have read a magazine who recognize an ad when it is shown
to them.
∙ Recall Tests:-Estimate the percentage of people claiming to
have read a magazine who can recall an ad and its contents.
∙ Opinion Tests:-Potential audience members are asked to rank
alternative advertisements as most interesting, most believable,
best liked, etc.
∙ Theatre Tests:-Theatre audience is asked for brand preferences
before and after an ad is shown in context of a TV show

Measuring Advertisement Effectiveness.

Based on certain parameters , advertising effectiveness is measured . The objective

represent what the advertiser hopes to accomplish but they are stated in terms of effects
on the consumer

Source Objective

Perception - Receive ,Response, Recognition

Create, exposure ,awareness - Register, perceive, aware

Gain attention - Attend ,concentrate, focus

Create engagement; Hold attention - Interest.

-Create Memorability - Recall, remind.

Education

Import knowledge , information - Learn , understand.

Link to category - define Product.

Establish Brand cues - Link brand with image , position, personalities.

Differentiate - Distinguish, compare. Evaluate.

Associate - Link to lifestyle and other Brand Value

Persuasion

Attitude & opinion - Form change Attitude and opinion

Create Consideration - preference-intend to buy

Create conviction , credibility - Believe, commitment.

Touch emotion - Feel-like hate, fear, anger, laughter.

Behavior

Encourage Trial - try sample

Increase sales - buy

Repeat sales ,loyalty - buy again

Increase usage - use more, use more often

Encourage Other Behavior ,action - Visit, enter place order ,phone

Reason to measure effectiveness.

1. Avoiding costly mistake- ethical obligation.

2. Evaluating Alternative strategies.
3. Increasing the efficiency of Ad in general.
4. Determine whether Objectives are achieved.

Conducting Research to measure Advertising Effectiveness.: ​Important aspects have to

be considered while conducting the advertising effectiveness. They are:

- Source factors
 ○ Whether the spokesperson being used is effective and how the target
market will respond to him /her

- Message variables

Both message and message by which it is communicated are bases

for evaluation. Sometimes the Ads are not popular and noticeable but
the message it conveys creates a deep impact and influence .

- Media Strategies

Must determine which media

CLASS

Video Print(sub-class)

Newspaper Magazine

(And also the placing of the Advertisement -front/ middle/ back, the size and length of the
content etc.)

Vehicle option source effect

“ the differential impact that the advertising exposure will have on the
same audience member if the exposure occurs in one media option rather than
another”-this rule cannot be avoided ,it must be studied carefully . Because people perceive
same advertisement differently .

Testing : ​To ensure the success of the advertisement ,the advertisers has to test ad . The
two methodology of testing of an advertisement are :-

-Pre- test
-post test

PRE-TEST: ​Pre-Test is done before the actual advertisement is launched . The various
types of pre-test methodologies are :

∙ Laboratory Methods.
○ Theater test.
○ Concept test.
 ○ Readability test.
○ Comprehension and reaction test.
○ Physiological test.

∙ Field methods.

○ Dummy Ad vehicle
○ On air test/live

Laboratory method: ​Usually Lab-test are conducted in an artificial environment .

The selected audience are shown the advertisement and are encourage to express
their opinions or their reactions are observed . Some of the laboratory tests include :

1.​Consumer juries:- ​A method of testing advertisements that involves asking

consumers to compare, rank, and otherwise evaluate the ads.

2.​Portfolio test​:- ​A method of pre-testing an advertisement, after looking through a

portfolio of different versions of a particular advertisement, respondents chosen from
the target market are asked to recall in detail those which they can remember

3.​Theatre test​:​ ​. Target consumers are invited to a theatre (laboratory or hall) to

preview television programs .The viewers are told to draw and complete the
product. Questions are asked and In addition to product/brand preference , the form
may request other information.

i. Interest in and reaction to the commercial

ii. Overall reaction to the commercial as measured by an adjective
checklist
iii. Recall of various aspects of the commercial
iv. Interest in the brand consideration
v. Continuous (frame-by-frame) reaction throughout the commercial

As a way of testing finished broadcast advertisements,. Before the program

commences, details regarding the respondents’ demographic and attitudinal details are
recorded and they are asked to nominate their product preferences from a list. At the
end of the viewing their evaluation of their program is sought and they are also
requested to complete their product preferences a second time.

4.​Concept test ​:- This methods involve the evaluation by ​consumers​ of product
concepts having certain rational benefits, such as "a detergent that removes stains but
is gentle on fabrics," or non-rational benefits, such as "a shampoo that lets you be
yourself." Such methods are commonly referred to as concept testing and have been
 performed using field surveys, personal interviews and target audience.
The concept generation portions of concept testing have been predominantly
qualitative. ​advertising professionals​ have generally created concepts and
communications of these concepts for evaluation by consumers, on the basis of
consumer surveys and other market research, or on the basis of their own experience
as to which concepts they believe represent product ideas that are worthwhile in the
consumer market.

The quantitative portions of concept testing procedures have generally been placed in
three categories:

1. Concept evaluations, where concepts representing product ideas are

presented to consumers in verbal or visual form and then quantitatively evaluated by
consumers by indicating degrees of purchase intent, likelihood of trial, etc.,
2. Positioning, which is concept evaluation wherein concepts positioned in the
same functional product class are evaluated together, and
3. Product/concept tests, where consumers first evaluate a concept, then the
corresponding product, and the results are compared.

5.​Readability test​.:-​ ‘Flesch formula’​ ,name after Rudolp flesch ,to assess
readability of the copy by determining the average number of syllables per 100
words. Human interest, appeal of the material ,length of sentences and familiarity
with certain word are also considered and correlated with the educational
background of target audience.

By accounting for the educational level of the target audience and by comparing
results with established norms, the tests suggest that comprehension is best when
sentences are short, words are concrete and familiar, and personal references are used
frequently.

6.​Comprehension and reaction test:- D​ esigned to determine whether ad conveys the

meaning intended and response desired.

7.​Physiological Measures (Lab):-​This method is to understand ,how the viewers

react to the advertisements by observing the pupil dilation , galvanic skin response,
Brain waves and Eye tracking.
Field-methods. ​In this methodology , the respondents are contacted in an open
environment;-Home , work place, road-side etc.,

1.​Dumming Ad vehicle​:- Ads. are placed in dummy magazine developed by an

agency or research are distributed to a random sample of homes in predetermine geographic
area .Readers are told to recall the contents both editorial and Ad content.

The main advantage of using dummy vehicles is that the setting is natural, but, as with
the focus group, the main disadvantage is that respondents are aware that they are part
of a test and may respond unnaturally.

2.​On air test/live :Test commercials are inserted into actual TV programs in test
markets. Respondents are later interviewed by phone

POST-TEST:
In the post test methodology , the respondents or the target audience are interviewed
or their opinions are recorded. Some of post- test methodologies are :

○ Recall test.
○ Inquiry test.
○ Association test.
i. Recall test:- Evaluation of the reach or advertising effectiveness of
print media in which a subject is asked to recall advertising
messages he or she remembers. If there is no prompting, it is called
unaided recall, with prompting (suggestions of clues), the aided
recall.
ii. Inquiry test​:- Measure the effectiveness based on the inquires
generated from the ads appearing in various media.
iii. Association test:​- Word association tests are used, particularly in
advertising, to determine attitudes and to test cognitive knowledge
in the hope of achieving understanding of the advertising and the
concept.
iv. Recognition test:​- Evaluation of the advertising effectiveness of
print media in which a random sample of readers (of a particular
issue of a publication) are asked if they noticed or read a particular
advertisement. Also called a readership test.

How to test:
Testing in based on certain principle called eth ‘PACT’ principle- Positioning
Advertising Copy Testing.

Defines copy testing as research “ which is undertaken when a decision is to be

made about whether advertising should run in the market place . Whether this stage
utilizes a single test or a combination of test ,its purpose is to aid in the judgment of
specific execution of an Advertisement

Benefits :

i. Provide measurement that are relevant to the objective of the Advertising.

ii. Require agreement about how the result will be used in advance of each
specific test .
iii. Provide multiple measurement.
iv. Be based on a model human research to communicate ,the reception of a
stimulus ,the comprehension of the stimulus and the response to the
stimulus.
v. Allow for consideration of whether the Ad stimulus should be exposed
more than once.
vi. Require that the more finished a piece of copy is , the more soundly it can
be evaluated and require as a min that alternative execution be tested in
the same degree of finish.
vii. Provide control to avoid the prejudices in effects of the exposure context.
viii. Take in to account the basic consideration of sample defined.
ix. Demonstrate reliability and validity.

Testing process

i. Concept generation research

ii. Rough ,prefinished art copy , and /or commercial copy
iii. Finished art or commercial pre testing
iv. Market testing of ads or commercial (post-testing)

i. Concept generation testing:​ A head –line or rough sketch of the

Advertisement is shown for evaluation .Positioning statement, copy , headlines,
and /or illustration may all be under scrutiny. The material to be evaluated
may be just a head line or a rough sketch of the Advertisement . The colors
used , packaging designing and even point- of-purchase material may be
used.

ii. Rough ,prefinished art copy , and /or commercial copy​: Advertiser are
increasingly spending more money .The concept must be made clear to the
target viewers .Testing of the final Advertisement is done at an early stage.

Slides of the art work posted on a screen or animatic or photomatic rough

may be used to test at this stage.
 a) Comprehension and reaction test ,personal interview ,group
interview and focus group have all been used to for this
purpose.
b) Consumer juries-asked to rate selection of layout or copy
version.

- Question asked in a consumer jury test

1. Which of these Advertisement would you most likely read if one saw it
in a Magazine ?.
2. Which of these headline would interest you the most in reading the
Advertisement further?
3. Which advertisement convinces you most in terms of quality or
superiority of the product?.
4. Which layout do you think would be most effective in causing you to
buy?.
5. Which Advertisement did you like best?.
6. Which Advertisement did you find it more interesting?.

A good media and advertising campaign conveys more than just its product or service, but the
brand values associated with its producer. Whether the client's business is in a B2C or B2B
industry, thunder tech has the expertise to effectively communicate the message to the target
audience.13

DAGMAR

DAGMAR (​Defining Advertising Goals for Measured Advertising Results​)​t is used to

monitor and evaluate promotion campaigns. DAGMAR model was proposed by Russell
H.Coney in 1961.Coney suggested that achievement of a hierarchy-of-communications
objectives leads to actual purchase. He suggested that marketing goals and advertising goals
were different. Marketing goals are measured in terms of sales whereas advertising goals are
measured in terms of the customers' movement along the hierarchy. The various stages in this
model are as follows:-

○ The ​first part​ is to define advertising goals so that results and therefore campaign
effectiveness can be measured.

13
http://www.thundertech.com/media-planning-buying.aspx
 ○ The second part of the model comprises four stages that customers pass through
before they buy a product or service. The four steps in the DAGMAR advertising
model are: ​awareness, comprehension, conviction and action​.

1) Awareness:- In this stage the customer becomes aware of the product.

2) Comprehension:- The customer gets to know more about the product, its usage
etc.,
3) Conviction:-The customer makes a preference .
4) Action:- In this stage the purchase is made.

○ The final step is measure the results and effectiveness of the campaign by evaluating
whether the goals were met or not. This may require another survey to measure
awareness comprehension and conviction levels.

With the help of the DAGMAR model, the effectiveness of the advertisement can be
measured in terms of its ability to move the customer along the hierarchy. The model enabled
marketers to define the target market or audience for the commercial.

****CELEBRITY ENDORSEMENT****

People are exposed to more than 100 ads daily ,through video , audio and print medium.
The mission is to communicate to and attract the customers regarding brands the
respective organization are marketing .

It’s a natural phenomenon that people very rarely pay attention to the ads promoted by
common and not-so- famous or less-famous people .People do not care and they simply
ignores such ads . But when a celebrity or famous personality promotes or conveys
something, people become curious and show their interest them or in their glamour and
stylish presentations. Teenagers take impulsive decision to buy a product as their need
changes continuously as per the trend

“A person who enjoys public recognition from a large share of a certain group of people and
uses this recognition on behalf of a consumer good by appearing with it in advertisements is
known as a celebrity. (McCracken 1989) .They are usually known to the public for their
accomplishments in their respective areas other than the product endorsed by them”.

"Studies show that using celebrities can increase consumers' awareness of the ad, capture
[their] attention and make ads more memorable"(quoted in "Celebrity Endorsements," by
Kimiko L. Martinez, Entrepreneur's Start-Ups magazine, May 2001).

Jonathan Gaines, president and CEO of top marketing firm DMS Strategies said ,
"High-profile endorsements from athletes and celebrities will set you apart from your
competitors, and you can become a contender in the playing field— a celebrity spokesperson
can work for companies of all sizes."

Marketers believe that star endorsements have several benefits, key among them being
building credibility, fostering trust and drawing attention or any or all of which can translate
into higher brand sales. So how does one decide whether to put a celebrity in an ad? Ideally,
this should be dictated by the communication idea. MG Parmeswaran, Executive Director of
FCB

Giving a brand a 'face' is more than just a marketing strategy to increase sales or gain market
share, it is a decision that can change the future of the brand forever

In India from late 1970s onwards ,brands started being endorsed by celebrities.

Kishore Kumar Sunil Gavaskar-Dinesh Suiting

∙ To get a celebrity is not a hard task but the , it’s not easy to get right celebrity for the
right brand, to the right degree, at the right time, for the right purpose and in the right
manner.
∙ Selection of celebrity is more important than its use.
∙ The status ,fame , image & reputation of celebrity must be compatible with the
product should be given due consideration

REASON FOR FAILURE

1. 1. Improper Positioning:- ​Maruti Versa was launched by superstar father-son –
Amitabh Bachchan and Abhishek Bachchan. But despite their presence sales
remained slow . People were attracted by the presence of superstar -but the
 positioning itself was faulty; and many who were expecting a larger-than-life car,
just like its brand ambassadors, came away very disappointed.
-Aamir Khan visiting coke plants after the pesticide case.

2.Celebrity Selection:​ The brand that had been positioned in the female category or that
was meant for women, was disrupted by the presence of Sha Ruk Khan, The reason was not
because they did not like the superstar but his presence in such an advertisement was not
welcomed by his Fans.

2. Celebrities in multiple Ads -CLUTTER :

According to D. K. Jain – Chairman and President, Lux our Writing Instruments Pvt.
Ltd, “Using Amitabh Bachchan as our brand ambassador for Parker had helped in
strengthening our brand image and recall with the target audience”. But having a
brand ambassador with multiple endorsements is not always an ideal situation. It can
sometimes lead to brand disconnect and confusion.

3. Merits of Celebrity Endorsements

 ∙ Build brand equity

When a celebrity like Amitabh Bachan endorsed to promote the brand ,it
implies the importance and worth of the brand .It enhances and boost the
brand image .
∙ Help people remember ads. Because it is promoted by a Superstar
∙ Make people believe the product contributes to superstar status.
∙ Differentiation: Celebrities can differentiate the brand from others .
∙ Instant brand awareness and recall.
∙ Celebrities add new dimensions to the brand image.
∙ Organization believe that consumers will buy those products endorsed by
celebrities they admire and respect
∙ Attract new users: Organization can utilize the service of celebrities who have
recently had risen to fame . They can attract a certain section of society .

Demerits:
∙ Infamous acts and scandals : ​When celebrities gets involves in wrong acts or
some scandals . Their popularity gets badly affected and furthermore gets a
negative demand for the product they endorse
∙ Consumers may be skeptical : ​Does the celebrity really use the product that
they endorse?
∙
Public service Advertising
A public service announcement (PSA) or public service ad, are messages in the public
interest disseminated by the media without charge, with the objective of raising awareness,
changing public attitudes and behavior towards a social
issue​.​[https://en.wikipedia.org/wiki/Public_service_announcement]
Celebrity and social responsibility: ​Celebrities can contribute their service for the social
development and social cause .People will not forget the messages they spread .
∙ Amitabh in polio –“Do boond zindagi ki”

∙ Amitabh in HIV-AIDS
∙ Aamir in incredible India-³AtithiDevoBhava´

CHAPTER-7
ETHICS And ADVERTISING
“ advertising is a legalized lying..”
Nature of Advertising
Apublic notice meant ;-
(a) to convey information and,
(b) invite patronage or some other response. Inform and persuade ("stimulate
demand"). From a marketing context, advertising could be defined as "a paid form of
non-personal communication about an organization and/or its products that is transmitted to a
target audience through a mass medium." Therefore one kind of promotional activity,
separate from publicity (free), sales promotion (not forms of communication), and personal
selling (not impersonal nor through a mass medium).
Ethics:-​Moral principles and values that govern the actions and decisions of an individual or
group .But not all issues can be regulated. A marketing or promotion action may be legal but
not ethical .Marketers must decide on the appropriateness of their presentation and
promotion.

Arguments Favoring advertisement :

1. Provides information.
2. Encourages higher standard of living.
3. Promotes competition.
4. Helps new firm enter into the competition.
5. Creates employment.
6. Economic​: Useful tool for sustaining honest and ethically responsible competition
by informing people of the availability of rationally desirable new products and
services and improvements in existing ones. It increase the momentum of the
market . The buying and selling process quickens .Business means marketing
and marketing means communication , communication means information
finally convert information into money. That’s what every organization is doing
–“profit maximization” . It is possible only when the organization is capable of
imparting an influential medium and medial for communicating the product
/service .Advertisement and promotion is an absolutely indispensable tool for
any organization survive , succeed and capture the market .
7. Political​: Helps counteract tendencies toward the monopolization of power by
informing people of the ideas and policy proposals of parties and candidates. The
recent scams and scandals , the achievements etc everything we the people
know .It is possible through media who are continuously informing and
educating the people about the achievements and failures and misdeeds of the
politicians .It is like a market , we are continuously informed about the eligibility
and happiness .
8. Cultural​: Can exert a positive influence on decisions about media content;
contribute the betterment of society by uplifting and inspiring people and
motivating them to act in ways that benefit themselves and others. Importance of
witty, tasteful and entertaining advertising , even to the point of becoming art.
Culture does play a crucial role in business and marketing . Advertising has been
very successful in imparting the cultural values . A place like India where there is
“Unity in diversity “ ,people usually like to experiment and educate and adopt
themselves with states living style , food habits , dress code etc.,. This is
possible because advertisement has provide with rich information about the
places through the product and services.
9. Moral and Religious​: Communicate messages of faith, patriotism, tolerance,
compassion and neighborly service, charity, health, education.
Arguments Against Advertising action
▪ Advertising is deceptive—in whole or in part. More propaganda (lies) than truth
▪ Advertising weakens or undermines personal autonomy; that some kinds of
advertising are immoral.
▪ Advertising plays on human desires for security, acceptance, self-esteem to influence
consumer choices. John Kenneth Galbraith’s: the Dependence Effect—industrial
production turns out goods to satisfy wants, and at the same time creates the wants.
▪ Advertising should not cynically exploit deep-seated emotions or short-circuit logical
thought processes. Good advertising appeals on many grounds, aesthetic, intellectual,
humorous, heart-warming. But it shouldn’t deprive of freedom of choice.
▪ Advertising promotes consumption as way of life.It empties communication of its
content, destroys credence in the written or spoken word and it lowers culture in
general
▪ Some are of the opinion that , advertising is a waste of resources (adds nothing to the
value of consumer products and diverts resources from the production of more
valuable goods) and inefficient (enables large firms with well-established brand-name
products to create and maintain monopoly conditions), largely a nonproductive
activity that stifles competition. Which would mean that it actually harms the system
in general.
▪ Advertising increases value of a product by creating buyers of the product, creates an
expanding market, and actually has been shown to lower prices. And there is no
guarantee that rupees saved on advertising could be utilized more efficiently,
especially in a surplus economy
▪ Misrepresent and without relevant facts; subvert the media by pressure not to treat of
questions that are embarrassing and inconvenient; tout harmful or useless goods;
move people based on non-rational decisions; become a tool of "consumerism";
particularly harmful in economically less developed countries
▪ Political​: Costs of advertising can limit political competition to wealthy candidates or
to those willing to compromise their integrity; distorts the views and records of
opponents
▪ Cultural​: Corrupt culture and cultural values by contradicting sound traditional
values; can create superficiality, tawdriness, and moral squalor; ignore educational
and social needs of certain segments of the audience; contributes to stereotyping of
particular groups
▪ Moral and religious harms​: Deliberate appeals to motives of envy, status seeking,
and lust creates vulgar and morally degrading advertising; treat of religion in
obnoxious and offensive manners; can promote morally suspect or perverse products
and practices.

Ethical Principles especially relevant to Advertising

General
▪ Principles of the moral order must be applied to the domain of media
▪ Human freedom has a purpose: making an authentic moral response. All
attempts to inform and persuade must respect the purposes of human freedom
if they are to be moral.
 ▪ Morally good advertising therefore is that advertising that seeks to move
people to choose and act rationally in morally good ways; morally evil
advertising seeks to move people to do evil deeds that are self-destructive and
destructive of authentic community.
▪ Means and techniques of advertising must also be considered: manipulative,
exploitative, corrupt and corrupting methods of persuasion and motivation.
▪ Promotes consumerism.
▪ Creates unrealistic expectations.
▪ Encourages dissatisfaction.
▪ Manipulates people(applies knowledge of psychology).
▪ Propagates stereotypes(gender ethnic).
▪ Includes offensive messages( sex controversy profanity).
▪ Glamorizes unhealthy products(tobacco alcohol fatty food).
▪ Targets vulnerable groups( children uneducated).
▪ Makes misleading claims(implies falsehoods without).
Three Specific Moral Principles
▪ RESPECT TRUTHFULNESS (deception and objection).
▪ Never directly intend to deceive
▪ Never use simply untrue advertising
▪ Do not distort the truth by implying things that are not so or withholding
relevant facts
▪ "Puffery" is acceptable where it is consonant with recognized and accepted
rhetorical and symbolic practice
▪ RESPECT THE DIGNITY OF EACH HUMAN PERSON (attacks autonomy
objection).
▪ Do not exploit our "lower inclinations" to compromise our capacity to reflect
or decide either through its content or through its impact: using appeals to lust,
vanity, envy and greed, and other human weakness.
▪ Give special care to the weak and vulnerable: children, young people, the
elderly, the poor, and the culturally disadvantaged.
▪ RESPECT SOCIAL RESPONSIBILITIES (promotes consumption, empties
communication, objections).
▪ Example: Concern for the ecology—advertising should not favor a lavish
lifestyle which wastes resources and despoils the environment
▪ Example: Advertising should not reduce human progress to acquiring material
goods and cultivating a lavish lifestyle.
 

∙ Art is good, as are tasty, witty, entertaining things, as opposed to

tawdry, superficial things. But can we believe an advertiser has a moral
duty to provide such things.
∙ We all have the moral duty to do good when reasonable and to avoid
evil when possible.
∙ Advertisements (and media in general) that are tasty, witty,
entertaining does good for our culture, making it more pleasant and
 humane, while tawdriness, superficiality, and moral squalor harms the
culture.
∙ Advertising has a great effect on our culture in general, making this
moral duty is all the more serious.

Advertisers have a moral duty to create tasty, witty, entertaining advertisements when this is
reasonable, and to avoid tawdry, superficial and morally squalid advertising when that can be
avoided. The burden of proof would be upon the advertisers to show why in any particular
case the demand to make advertising tasty, witty, and entertaining was an unreasonable
demand, or why tawdry and superficial advertisings couldn't have been avoided.
Module III: Advertising Agencies – Roles – Types - In House Agencies - Direct
Response Agencies - Sales Promotion Agencies - PR Firms - Interactive
Agencies –Advertising Agency Structure - Client Agency Relationship -
Agency Selection - Agency Compensation.

CHAPTER-8
ADVERTISMENT AGENCIES

What is an Advertising Agencies?

American Association of Advertising Agencies(AAAA or 4 A)- “Advertising Agencies
are an Independent businesses, composed of creative and business people who develop,
prepare and place advertising in Advertising media for sellers seeking to find customers for
their goods and service”. An Advertising agency is a service provider that works for
clients to create an effective and goal oriented advertising campaigns aimed at representing
the company positively in the eyes of its target customers.

Businesses hire advertising agencies to connect with their target customers .In the face of
stiff competition ,every company /brand wants to break through this clutter and create a
favorable spaces for itself . Advertising agencies help clients to do just this by creating
attention grapping , persuasive and unique Advertisement campaigns that make the brand
stand out in the minds of customers

Winds of change have been relentlessly sweeping across the landscape of the advertising
industry ,creating new equations and rewriting the rules of the game .No- where has it made
a greater impact than on the advertising agency business which presents a totally different
picture from that four decades ago .

Those were the days when flip charts and the OHP (over- head projector ) provided the
sophisticated sales force with tools of persuasive communication .Soon enough ,they were
overtaken by the carousel Kodak Projector which occasionally rebelled and left the
presenter in total disarray , as he struggled to replace the slides..The advent of Excel
electronic spread- sheet and power point added a new dimensions to the sales kit.

Today ,the media representatives walks into an agency armed with a pen drive and a laptop
and allows the LCDS and the OHP to take over. The advent of digital media and digital
specialist outfits has made the business very competitive and challenging .

The advertising agencies today is a cauldron of energy and bubbling ideas. The media
representative are constantly updating themselves to keep pace with the dynamics agencies
lest they be left by the wayside. Just as the offer a bouquet of business solution ranging
from print advertising to electronic media ,event marketing brand activation and brand
loyalty programs, the agencies are gradually trying to back to the old ways of combining
servicing and creative under one roof , with a whole lot of specialist options to retain the
clients in their folds.(The Hindu , ​Business line​ , Thursday , July 7,2011)

Function Advertisement Agencies

i. Agencies understand the product to be advertised in and out .they understand

the Technology used to produce it and market for which it is meant.
ii. Agencies understand the method of distribution and selling.
iii. Agencies has to assess the different media for conveying the message.
iv. Agencies prepare an advertising plan in the light of above information.
Agencies has to carry out this plan .they create the Ads in their creative
department with the help of production department .buy either space or time
 in media .When the Ads are run, the check the whether they are run as per
schedule.
v. They bill the client for services and media charge.
vi. Agencies and Advertiser work in a mutually beneficial partnership. It
coordinates with the marketing and sales department of the client
organization.

Participants in an integrated marketing communication process

Client Agency Media Org. Marketing Communication- Collateral service

Specialist organization

-Direct marketing agencies

-Interactive process
-Public relation & Sales promotion

Client or Advertisers role in organizing for advertising

The manner in which a company organizes for advertising and other promotional
elements depend on small factors such as company size, number of product, role of
advertising in promotion –mix ,the budget and the structure of its marketing organization
.Advertisement function is an intimate part of the marketing department

Centralized and Decentralized system

According to Mary Cohen “ the advertisement department is based on Centralized and

Decentralized system

I. CENTRALIZED SYSTEM.

Place of Advertisement dept. under a Centralized system .Marketing activities are divided
along the functional lines
 President

Production Finance Marketing R&D H.R.D

M.R. Advertising Sales Product planning

Following are the Basic function performed by the Advertising Dept under the centralized
system.

i. Planning and Budgeting

Developing Advertisements and other promotional plans in line with the

marketing objectives, strategies and budget of the company and get it approved
by the higher management .even though the advertisement department prepare
the budget, the top management makes the final decision

i. Administration and execution

The Advertisement manger is responsible for the organization ,supervision

and control of the Advertising dept.
The Supervisor supervises the activities of subordinates and the
Advertising agency and keeps coordinates with production ,media ,copy art
and sales promotion.

In case of outside Advertising agency ,the Advertising manager

reviews the project and also analyses the feasibility and technical aspect of
the project, before making a final approval

ii. Coordination with company.

Advertising Manager has to coordinate with other marketing function
particularly –Marketing research and sales. They can provide valuable
information about product feature that valued more by the customer
iii. Coordination with Advertising . agencies and services
 Despite having an Advertising Department many companies use
outside Advertising agencies and their services. The Department may use
the service of collateral agencies to develop brochure etc.

A centralized organization system is often used when companies do not

have many different divisions, product or services.

Advantage

i. Facilitates communication.
ii. Fewer personnel required.
iii. Continuity in staff.
iv. Allow for more top management involvement.

Disadvantage

i. Less involvement with and understanding of overall marketing goal.

ii. Longer response line.
iii. Inability to handle multiple production.

II. DECENTRALISED SYSTEM

Corporate

Production Finance Marketing R&D H.R.D

Sales Product Mgt. Marketing service

Brand Mgr. 1---------------------Ad. Dept.

M.R

Ad Agency Sales promotion

Packaging & designing

Brand Mgr. 2
 Ad Agency Merchandising

Brand Mgr. 3

Advertisement Agency

A Decentralized System is followed in large corporation with many product line and
brand. Each brand is assigned to a Brand manager (also termed as a product Manager) who
is totally responsible for managing the brand ,including Planning ,budgeting ,sales and its
profit performance. All function associate d with advertising and other promotion are the
responsibility of the Brand Manager

Disadvantage

i. Lack of Training &Development

ii. Inexperience- To handle such activities professional must be recruited,
who has the technical and creative skill

In some Companies the status of an in-house agency is little more than that of an Advertising
Department .Other Reason for using in-house agency includes advertisers Bad –experience
with outside Agencies. A belief that having an in –house Advertising agencies can help
the Organization with better marketing Knowledge .

Advertisement Agencies

Types of Advertising agencies

i. Full Service​.

Offer its client a full range of marketing ,communication and promotional

service including planning ,creating and producing the advertisement,
performing research and selecting media. A full service agency besides
Advertising service also produces strategic marketing planning ,sales
promotion ,direct marketing ,packaging and designing ,public relation and
publicity.

Chart OF FULL SERVICE

BOD(Board of Directors)
V.P(Creative- V.P(Account service) V.P(Marketing & service) V.P(finance)
service)

Writers Print Production

ii. Account service or A/c Management: Is the link between the Ad Agency ,
and its client depending on the size of the client and its Ad budget one or
more A/c executive stands as a Liaison.

The A/c Executive is responsible for understanding the client needs and
expectation .He also recommends suggestion and also makes a final approval
of the client obtained.

iii.. A la Carte Agencies:​- Means order according to choice , can have a full
service agency , or small specialized outfits ,which are called a la carte or
boutique agencies.

Such outfits specialized in –

i. Creative concepts
ii. Strategy development
iii. Media planning

Smaller agencies who cannot afford to have all Departments generally get
specialized work done by these agencies

iv. House Agencies​ (within the organization): To reduce cost

and to gain in depth knowledge of the market and gain a
competitive edge ,the well-established organizations create
their own Advertising agencies . But this sort of house
agencies are suitable for Organization who have various
product lines and multiple brands .

SPECIALIZED SOURCE.

Many companies assign the development and implementation of their promotional

program to an Ad agency

i. Direct Response agency.

Provides variety of service- Marketing .Research, media
services, database management .
A typical Direct .Response Agency is divided into 3 main
 department-Account management ,Creative dept. and media
department .
▪ Account management:–Plan Direct marketing
programs and determine the role in the overall IMC
process.
▪ Creative Department: – Consists of copy writers ,artist
and production media( concerned with placement).
▪ Media department- Concerned with the overall
evaluation of the advertisement .
ii. Sales promotion Agencies.
Developing and managing sales promotion program , such as
contest ,sweepstakes ,refunds and rebate. Sales promotion
coordination with the clients advertising / or direct –response agencies
to coordinate their effort with advertising and Direct Management
program .The agencies provides services like – promotional
planning, creative research, catalog designing , production etc.
iii. Public relation firm:
To maintain the company’s image, popularity with the
consumers. Analyze the consumers attitude and reaction, the
opinions about the brand and the Organization. How the company’s
policies and marketing programs affect the market and the
environment.
iv. Interactive Agencies :

Technology play a decisive role in our day to day life .One of

the main advantage of technology is the development and revolution
that has been happening in the field of communication.
Communication has become swifter and quicker and ,more effective
and efficient . Information has become reliable and authentic .
Social media and consumer generated social media(CGSM) like
facebook, twitter etc., are playing a decisive and very significant role
in marketing activities.

Why Agencies Lose Clients.

1.Poor performance:- As a result of unskilled and amateur people in the agency .finally
loose the credibility of the agency in the market.

2.Personal changes :- Give importance to the customer . you cannot dictate your opinion on
the customer , you can only suggest . Without the consulting the client , the agency cannot
make personal changes.
3.Poor communication : update the client with full information , leave no room for confusion
and misunderstanding . usually lack of proper communication leads to misunderstanding
between the client and the agency .

4.Other areas where agencies form a negative impression: matters concerning with payment,
where agencies extract and impose hidden charges .Delay and postponement other areas of
problem that gives negative image about the company ., etc.

Module IV: Promotion Tools: Sales Promotion - Trade Oriented Sales Promotion -
Direct Marketing – PR – Publicity – Sponsorships – Merchandising - Van
Promotions -Mobile Advertising – Word-of-Mouth -Village Fairs - Trade
Shows - Exhibitions and Event Management – OOH - Transit Advertising
- Personal Selling - World Wide Web Communications - Strategies for
combining Advertisements and Promotional Tools for IMC.
 CHAPTER-9
SALES PROMOTION,PERSONAL SELLIING & PUBLICITY

A key ingredient in marketing campaigns , consists of a diverse collection of

incentive tools mostly short terms designed to stimulate quicker or greater Purchase of
a particular product or service by consumer of the trade .Whereas advertising offers a
reason to buy sales promotion offers an incentive to buy.
Sales promotion is essentially a direct and immediate inducement that adds an extra value to
the product, so that it induces the dealers and ultimate consumers to buy the product. It is
defined as “those sales activities that supplement both personal selling and advertising and
coordinate them and help to make them, effective, such s display, shows and expositions,
demonstrations and offer non-recurrent selling efforts not in the ordinary routine”.

Sales promotion measures are temporary promotion methods. It is practiced as a catalyst and
a supporting facility to advertising and personal selling.

NEED FOR SALES PROMOTION

Marketers resort to sales promotion to meet the following needs:

<!>To introduce new product.
<!>To overcome a unique competitive situation.
<!>To exhaust accumulated inventory.
 <!>To overcome seasonal slumps.
<!>To get additional customers.
<!>To retain the existing customers.
<!>To supplement to the advertising effort.
<!>To supplement to the salesmen’s effort.
<!>To persuade the salesmen to sell the full line of products.
<!>To persuade dealers to procure more.

The sales promotion efforts must be aimed at consumers, traders dealers and salesmen.

Methods of Sales Promotion

The sales promotional methods aimed at consumers include:

(1) Samples .
(2) Coupons.
(3) Premiums.
(4) Contest, Sweepstakes and Games.
(5) Point and Purchase Promotion.
(6) Discounts / Rebates.
(7) Advertising Specialties.
(8) Demonstrations.
(9) Trade fairs and exhibitions.

Samples:-Sampl​es are offers of a trial amount of a product. Some samples are free, and for
others, the company charges and small amount to offset its cost. The sample might be
delivered door to door, sent by mail, handed out in a store, attached to another product, or
featured in an advertisement. Sampling is most effective – but most expensive – way to
introduce a new product.

Coupons:-​Coupons are certificates which offer price reductions to consumers during the
subsequent purchase of same items. Coupons are distributed through newspapers and
magazines, advertisements or even by direct mail. These are useful for introducing new
product and to increase the sale of existing product.
Premium or Bonus Offer:-A​n offer of a certain amount of product at free of cost to buyers
who buy a specified amount of product is called premium offer or bonus offer. For example;
Plastic bucket with 1 kg. of Surf powder. A premium may come inside the package or outside
the package. If reusable, the package itself may serve as a premium.

Contests, Sweepstakes and Games:-I​n ​contest,​ an opportunity is provided for consumers to

participate in a contest with chances of winning cash prizes, goods, free air tickets, cricket
match tickets etc. Contests take variety of forms such as quiz contest, beauty contest, car
rallies, lucky draws etc.

A ​sweepstake involve the inclusion of the customer’s name, bill number who buy
more than the specific value of products in the drawing of prizes winners.

A ​game presents consumers with something – missing letters or completing a slogan-

every time they buy, which may or may not help them win a prize.

Point of Purchase (POP) Promotion:-​Point of Purchase promotions include display and

demonstrations that take place at the point of purchase or sale. Attractive displays of products
in the shelf space to induce the consumers to buy the product.

Discount / Rebate:-​It is giving discount on certain products to induce buyers to buy the
products. One could see grand discount sales during festival seasons on textiles, home
appliances etc. to stimulate sales. Installment offer and credit sales are other popular methods
of sales promotion.

Advertising Specialties:-​Companies also distribute gifts to customers such as pen, calendars,

diaries, table decorations etc. which will carry companies name and logo.

Demonstration:-​Firms resort to product demonstrations when they introduce new products.

Vacuum Cleaners is a best example. Demonstrations may be done at retail stores, schools,
homes and in trade fairs and exhibitions.

Trade Fairs and Exhibitions:-​Firms can introduce their products by displaying them in
trade fairs and exhibitions to induce the buyers to buy the product. Especially in international
marketing international trade fairs play a vital role.
 DEALER SALES PROMOTIONS

Trade promotion can persuade retailers or wholesalers to carry a brand, give it shelf
space, promote it in advertising, and push it to customers. Shelf space is so scarce these days
that manufacturers often have to offer price-offs, allowances, buy-back guarantees, or free
goods to retailers and wholesalers to get on the shelf and, once thereon, to stay on it.

Dealers sales promotions include:

(1) Buying allowance

(2) Promotional allowance
(3) Sales contest

Buying Allowance:-
​It involves an offer to percentage off, on each minimum quantity of
product purchased during a stated period of time by the dealer. The buying
allowance is usually given in the form of cash discount or quantity discount.

Promotion Allowance:-
T​his is given to compensate the dealers for promotion expenses
incurred by them. These include advertising allowance, display allowance etc.
The manufacturers may also issue advertisement or other publicity materials
like calendars, key chains which carry the names of retailers who stock the
product.

Sales Contest:-
It is a contest among the dealers in selling the product. The winners
will be given prizes by the manufacturers. This is done to motivate the
distributions / dealers.

SALES FORCE PROMOTIONS

The tools at sales force for sales promotion include:

<>Bonus.
<>Sales force contest
<>Sales meetings

Bonus:- ​A quota is set for sales force for a specific period. Bonus is offered to
sales force on sales excess of the quota.

Sales Force Contest:- ​The contests are conducted among the sales force to
stimulate selling and prizes are awarded to the top performers.

Sales Meetings:-​Sales meetings, conventions and conferences are conducted

for the purpose of educating, inspiring and rewarded the salesmen. New
products and new selling techniques are also described and discussed.

Factors to be considered in organizing sales promotion campaign

1. Identifying and Defining Sales Promotional Objectives.

Is it to enhance dealer’s off-take of the product?
Is it to bring extra sales?
Is it to clear accumulated stock?
Is it to supplement advertisement?
2. Identify the Right Promotional Program; ​The firm has to select the right
promotional program suitable to the current need and the current situation.
3. Enlist the Support and Involvement of Salesmen; ​For success, it is essential
that salesmen are briefed on the context and content of the promotion
program, informed their roles and given detailed information / guides
regarding what they to do during different stages of the campaign.
4. Enlisting the Support of Dealers; ​Since major part of the activity has to take
place around the dealer, it is essential to enlist their support and motivate
them.
5. Timing of the Campaign; ​The program has to be launched at the appropriate
time.
 6. Launching and Follow-up; ​The program has to be perfectly launched and
tempo should be maintained till end with proper follow-up.

EVALUATION OF SALES PROMOTION

After spending a sizeable amount on sales promotion, it is very much essential

that the company has to evaluate their sales promotional programs. Companies can
use one of many evaluation methods. The most common method is to ​compare sales
before, during and after a promotion. Consumer research also would show the kinds
of people who responded to the promotion and what they did after it ended. ​Surveys
can provide information on how many consumers recall the promotion, what they
thought of it, how many took advantage of it, and how it affected their buying. Sales
promotions also can be evaluated through ​experiments that vary factors such as
incentive value, length and distribution method.

The ​Thums Up​ 'Being Dabangg' promotion has been one of the most exciting and engaging
promotions on Thums Up. It marked the comeback of the original 'thunder' star ​Salman
Khan​ as the Thums Up brand ambassador, armed with a new code for the masses - 'Being
Dabangg'.
The promotion was a call to all consumers who had the attitude, the passion, the fire and zeal
to live life on their own terms. The initiative gave Thums Up fans across the country an
opportunity to win special Thums Up 'Being Dabangg' merchandise like t-shirts, sunglasses
and wrist watches with the grand bumper prize being the opportunity to meet their inspiration
Salman Khan.
The promotion also leveraged the growing popularity of digital media and the internet to
connect and engage with a wider consumer base through mobile and SMS.

Clearly, sales promotion play an important role in the total promotion mix. To
use it well, the marketer must define the sales-promotion objectives, select the best
tools, design the sales-promotion program, pretest and implement the program, and
evaluate the results.
 Unique Promotional marketing strategy

In the tsunami of branding unleashed at the Maha Kumbh Mela in Allahabad, Lifebuoy
came up with memorable ploy of embossing messages about the benefits of washing
hands on (engraved on) rotis, after trying up with some popular ​ dhabas(s​ mall hotels-
located on suburbs and on highways )

Unilever – Marekitng Stratgey

Crafting brand for life;

1. Put people first :- looking at people through the lens of their lives , needs and
challenges. 2.
Building brand love:- making sure unilever brands are not just about a product
but an idea that people can buy into.
3. Unlock the magic:-Getting the balance right between magic and logic , the art and
science of marketing.

Trade Oriented Sales Promotion

Trade advertising is directed at wholesalers and retailers and represents 50% of the total
promotional spending.

Objectives of trade promotion are:

 ∙ Stimulate in-store merchandising or other trade support,
∙ Manipulate levels of inventory held by wholesalers and retailers,
∙ Expand product distribution to new areas of the country or new classes of trade,
∙ Create a high level of excitement about the product among those responsible for its
sale.
∙ Obtain distribution for new products
∙ Maintain trade support for established brands
∙ Encourage retailers to display established brands
∙ Build retail inventories

Types of Trade Oriented Sales promotion

bits

Sweep- Stakes

Retailer Kits

Trade Deals

Trade Incentives

Trade Shows

Exhibits

Point-of-purchase
• ​Over-the-counter selling​: Personal selling conducted in retail and some wholesale
locations in which customers come to the seller’s place of business.

• ​Field selling:​ Sales presentations made at prospective customers’ locations on a

face-to-face basis.

• Telemarketing: Promotional presentation involving the use of the telephone on an

outbound basis by salespeople or on an inbound basis by customers who initiate calls to
obtain information and place orders.

• ​Inside selling:​ Selling by phone, mail, and electronic commerce.

Trade-oriented sales promotion program are directed at the dealer network of the company to
motivate them to the sell more of the company’s brand than other brands. It is also known as
push strategy, which is directed at the dealer network so that they push the brand to the
consumers by giving priority over other competitor brands.

Some of the important trade-oriented promotion tools are as follows:

1. Cash bonuses:: It can be in the form of one extra case for every five cases ordered, cash
discounts or straight cash payments to encourage volume sales, product display, or in support
of a price reduction to customers.

2. Stock return: Some firms take back partly or wholly the unsold stocks lying with the
retailers, and distribute it to other dealers, where there is a demand for such stocks.

3. Credit terms: Special credit terms may provide to encourage bulk orders from retailers or
dealers.

4. Dealer conferences:: An organization can organize dealer conferences, provide

information of the company’s performance, future plans and other such related issues . The
dealers can also convey valuable suggestions at such conferences.

5. Dealer trophies: Awards and Rewards are important tools for motivating the dealers.
 PERSONAL SELLLING

According to R.L . STEVENSON, ​“ everyone lives by selling something”. The people

who do the selling go by many names :- sales people , sales executives, marketing
executives, account officer etc.
Personal Selling is the only promotional tool which involves the personal communication
between buyers and the seller. Personal selling is specific and tailor made for the
requirements of each customer. Promotional message could by easily made in consonance
with the complex situations at the buyer’s place. In other words, personal selling creates a
climate for interaction between the parties that leads to an effective and timely resolution of
the perceived buying need. Personal selling gives a quick response to the problem and the
purchase actions is carried out immediately in most of the occasions with an exception to
industrial marketing. Personal selling is an active effort to communicate with high-potential
buyers on a direct and face to face basis.

Sales people forms the vital part of the personal selling measures. They provide key
information to assist the companies in making purchase decisions. In this intense market
driven competition, a buyer will not be satisfied unless he has had a conversation with the
sales people before buying washing machines cars, refrigeration etc. Depending on the type
of industry and the company, the role of personal selling varies in promotional strategy
adopted by the company. The products which are sophisticated and technical in nature ,
requires the active involvement of personal selling. In the case of mass based products, the
promotional strategies involves mainly advertising. They also rely on personal selling since
every time they bring out new products and hence introducing the new product to the dealer,
customer etc. is taken care partly by the sales force.
The sales force serves as a critical link between a company and its customers. In many cases,
salespeople serve both masters – the seller and the buyer.
<!>First, they ​represent the company to customers. <!>They
find and develop new customers and communicate information about the company’s
products and services. <!>They sell
products by approaching customers, presenting their products, answering objections,
negotiating prices and terms, and closing sales. In addition, salespeople provide services to
customers carry out market research and intelligence work and fill our sales call reports.
At the same time,
salespeople ​represent customers to the company, a​ cting inside the firm as “champions” of
customer’s interests. They learn about customer needs, and work with others in the company
to develop greater customer value. Thus, the salesperson often acts as an account manager”,
who manages the relationship between the seller and buyer. As
companies move toward a stronger market orientation, their sales forces are becoming more
market focused and customer oriented and more professional too . The old view was that
salespeople should worry about sales and the company should worry about profit. However,
the current view holds that salespeople should be concerned with more than just producing
sales – ​they must also know how to measure market potential, gather market intelligence,
and develop efforts toward delivering customer value and satisfaction. A market-oriented
rather than a sales-oriented sales force will be more effective in the long run. Beyond winning
new customers and makes sales, it will help the company to create long term profitable
relationships with customers.

PERSONAL SELLING PROCESS

Prospecting and qualifying

Pre –approach

Presentation and Demonstration

Approach

Handing objectives:
 Closing:

Follow-up

1. Prospecting:-

Initially the sales person has to locate the list of prospective and
potential customers. Personal selling begins with prospecting – the search
for and qualification of potential customers. A ​lead is the name of a person
who may be a possible customer A prospect is a customer who wants or
needs the product(the potential customer) The sales person, may use external
sources like reference concerts community contracts, clubs etc. and internal
sources like the records maintained by the company, inquires, personal
contracts and other sales seminars. After identifying the customers they have
to be screened for locating the exact ‘prospects’. If the prospect is worth
calling irrespective of immediate gains or for the future purposes, he/she may
be included in the list of prospective customers.

Prospecting is done in terms of financial ability , volume of business, special

need , location and possibility of growth

2. Pre-Approach:-

Sales person collects information about the prospect that will be used to
formulate the sales presentation. The sales person learns as much as possible
about a prospective customer before making a sales call .Sales person must
understand the buyer needs, motives and other details ,relevant for making the
sales presentation. Care should be taken to avoid invasion of privacy and
details should be only to the knowing of intensity of purchase by the
customers. Activities in this stage include finding information on who the
 prospect is , how the prospect prefer to be approached ,and what the
prospect is looking for in a product or service .

3. Sales Presentation Planning:-

The sales person must begin specifically stated objective for each sales
presentation. The objectives could be order quantities, value of purchase,
communication or agreements with the buyer. Sales person should be able to
identify the benefits to be offered to the buyer for clinching the sale. Formats
should be used for planning the sales presentation. A sales proposal may be
developed after careful investigation of the prospect’s needs. This is often
combined with fact to face presentations and question and answer periods. The
sales person should draft the appropriate pace for presentation and
identification of benefits and terms of sale to be discussed. He should also
understand the extent of inquiry into the prospect’s needs and decision making
ability. The degree of interaction with the prospect must be well thought of. If
need be, sales aids may be used. ​The actual selling begins as sales person
seeks an interview with the prospect.

4. Approach:

The approach stage involves the initial meeting between the

salesperson and prospect where the objectives are to gain the prospect’s
attention , stimulate interest, and build the foundation for the sales
presentation itself. Approaching the customer is done in two phases: The first
phase , getting an appointment for the sales interview. This will give a feeling
of prospect’s time importance. Appoints may be made over phone, mail or
personal contact.

In the second phase, the first few minutes of sales call harmonious atmosphere
must be made like normal etiquette and courtesy with the prospect’s
understanding the prospect’s signals and informing about the benefit through
the purchase of the product etc.
5. Sales Presentation:_
The sales person expands on the basic theme established in the first few
minutes of the sales call or during the previous sales calls. In order to reduce the
perception of risk in the prospect, the sales person should present himself or
herself as the credible source of information. By dressing appropriately showing
the traits of honesty and integrity and able to listen to the prospect’s views are
considered to be a credible source of information. Even quoting a third party for
evidence, guarantees, warranties etc., would also add to the prospect’s listening.
The presentation should be having clarity of thought and the sales person should
be able to handle objections and question.

Three major presentation format exist :-

i) Stimulus –response format,

ii) Formula Selling format.
iii) Need-satisfaction format.

i). Stimulus –response format:​- This presentation format assumes that

given the appropriate stimulus by a salesperson , the prospect will buy .The
salesperson tries one appeal after another ,hoping the prospect will favor the
product and decide to buy .

ii). ​Formula Selling format​.:- This format is more formalized ,it is based on
the view that a presentation a consists of information that must be provided
in an accurate , thorough, and step-by-step manner to persuade the prospect
to buy .A popular version of this format is the canned sales presentation ,
which is memorized , standardized message conveyed to every prospect. For
example , when a selling Encyclopedia Britannica ,this format is used. This
approach treats every prospect the same .regardless of differences of needs or
preferences for certain kinds of information.

iii).Need-Satisfaction Format:- This format emphasizes probing and listening by

the salesperson to identify needs and interest of prospective buyers. Once these
needs are identified ,the salesperson tailors the presentation to the prospect and
highlights product benefits that satisfy the prospect.

6. Handling Objections:-
C​ustomers almost always have objections during the presentation or
when asked to place an order. The problem can be either logical or
psychological and objections are often unspoken. In ​handling objections​, the
salesperson should use a positive approach, seek out certain kinds of hidden
objections. Ask the buyer to clarify any objections, take objections as
opportunities to provide more information, and turn the objections into reasons
for buying.

Every salesperson needs training in the skills of handling objections. The

following sic techniques are the most common :-

i. Acknowledge and convert the objection:- This technique

involves using the objection as a reason for buying . For
Example . a prospect might say , “The price is too high .” The
reply: “ yes , the price is high because we use the finest
materials……”
ii. Postpone:- ​The postpone technique is used when the
objection will be dealt with later in the presentation.
iii. Agree and Neutralize:- The objection are confirmed
and then neutralized by giving convincing
justifications.
iv. Accept the objection:- ​Sometimes the Objection is
valid .Let the prospect express such views , probe for
the reason behind it, and attempt to stimulate further
discussion on the objection.
v. Denial:- ​Firmly deny any objection that have no base or
totally untrue.
vi. Ignore the Objection:​- Sometimes the prospect may
give some unwarranted and baseless objection. Such
 objection must be ignored very meticulously and
skillfully .

7.Negotiation and Closing the Sale:-

A salesman must be an excellent communicator and a
professional negotiator The sales person must be able to facilitate the
prospect’s decision making process towards making the purchase and
to furnish the stimulus for the decision at the appropriate time.

Three closing techniques are used when a salesperson believes a buyer is

about ready to make a purchase:-

(i) trail close: -​ It involves asking the prospect to make a

decision on some aspect of the purchase: “ would you
prefer A or B model?”
(ii) assumptive close:-​ It entails asking the prospect to make
choices a concerning delivery , warranty ,or financing
terms under the assumption that a sale has been finalized .
(iii) urgency close:​- Used to commit the prospect quickly by
making reference to the deadline of the purchase.

Several other techniques like direct close, summary close, choice close
etc., are available for the sales person to choose for closing the sale.
Some sales people fear rejection and may hence void the stimulus for
the purchase decision. The question of when to seek the completion of
the sale is a judgment by the sales person with the assistance of the
prospect. In this stage once the sale is closed the ‘prospect’ becomes
the ‘customer’.

8.Follow Up:-
In order to ascertain the delivery of the benefits and satisfaction ```
guaranteed by the product and to establish a mutually satisfying long
term relationship with the customers follow up is important. By expediting the
orders, installing the product and after sales service may be the follow up
 activities. Building trust with the customer is important as it is achieved when
the sales person is perceived as dependable, honest, competent, customer-
oriented and likable. Post sales service is equally important. There is a need
and necessity to retain a satisfied customer through post sales –service .

Objective of personal selling .

1. To do the entire Job of marketing.

2. To serve the existing customer.

3. To search and obtain new customer.

4. To secure and maintain customers co-operation .

5. To assist customer in selling the product line.

6. Helps the retailer in marketing and promotion.

QUALITIES & SKILLS OF AN EFFECTIVE SALESPERSON

Good salesmanship is not a matter of some rare, persuasive, inherited
skill, which, when, ‘turned on’, magically gets the order. On the contrary good
salesmanship is the result of careful analysis of the buyer’s problem combined with
some articulateness in explaining to the buyer how the seller can solve his problem.
This size-up of salesmanship may well emphasize the personal qualities required of
good salesman.

Most companies desire that certain essential personality traits, qualities,

characteristics, aptitudes, attitudes and abilities should be possessed by the people
who choose career in sales and marketing. However there is no standardized
formula for listing the essential qualities such thing as the ideal sales personality.
There are many kind of selling jobs requiring different types of salesman. So, the
characteristics of salesmen usually vary from one sales position to another and also
form company to company. This means, each company should make its own study of
its selling job and decide the characteristics of its own sales force.
Mayer and Herbert conclude, ‘it is enough if a good salesmen has two basic
qualities – empathy and ego drive’. Empathy is the ability to feel as the customer
does. Ego drive refers to a strong personal need to make the sale for its own sake and
not merely for the money to be gained. But these are rarely enough. The majority of
scholars feel that the following should be the essential characteristics of successful
salesman.

1. Ambition.
2. Enthusiasm.
3. Cheerfulness.
4. Sympathy.
5. Patience and persistence.
6. Tact.
7. Hard work.
8. Determination.
9. Dependability.
10. Integrity.
11. Ability to ask questions.
12. Ability to make quick and accurate spot judgments..
13. Ability to provoke answer.
14. Models and confident answers to questions.
15. Alertness.
16. Sense of humor.
17. Story telling ability.
18. Ability of smile.
19. Optimism.
20. Right facial expression.
21. Ability to mix easily with other people.
22. Memory and power of Observation.
23. Leadership.
24. Acceptance of criticism.
25. Habit of asking for the order.
26. Knowledge of the company and the product.
27. Knowledge of the prospect.
28. Personal appearance.
As pointed our already, the above are the common qualities required of a good salesman. In
practice it is difficult to find from a single individual all the mentioned qualities. But still, the
individual could develop the above qualities to become a better salesman.
The qualities can be broadly classified into four group:-

1). Physical qualities :

Good appearance, sound health, a good posture , pleasant voice

2). Mental qualities:

Presence of mind, imagination, self-Enthusiasm, creative talk,

initiative , observation.

3). Social qualities;

Good manners, courtesy, politeness, friendly etc.

4).Moral qualities:-

Determination, sincerity, integrity, loyalty, courage etc.

PUBLIC RELATIONS

A PUBLIC is any group that has an actual or potential interest in or

impact on an company’s ability to achieve its objective.
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 off unfavorable rumors,
stories and events. The old name for marketing public relations was publicity,
which was seen simply as activities to promote a company or its products by
planting news about it in media not paid for by the sponsor. Public relations is a much
broader concept that includes publicity as well as many other activities. Public
relations departments may perform any or all of the following functions.

❖ ​ reating and lacing news that are worthy of

Press relations or press agency: C
information in the 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 regulations.
❖ Investor relations:​ Maintaining relationships with shareholders and others in
the financial community.
❖ Developmen​t: Public relations with donors or members of nonprofit
organization to gain financial or volunteer support.
❖ Company visits:​ - companies like Cadbury India LTD, Baler, Parley-G and
Jaguar cars have allow members of public to visit there manufacturing and
research plants as part of their public relation activities

❖ Sponsorship​: ​- The sponsorship is popular in sports world. Which have some

examples like DLF is the sponsor to the T 20 cricket world cup. McDonald are
sponsor to hockey world cup etc.
Public relations are used to promote products, people, places, ideas, activities,
organization and even nations. Public relations can have a strong impact on public
awareness at a much lower cost than advertising. 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, 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.

Some companies are setting up special units called ​marketing ​public relations t​ o support
corporate and product promotion and image making directly. Many companies hire marketing
public relations firms to handle their Public Relation program or to assist the company public
relations team, to make the organization more authentic and credible in the society

MAJOR PUBLIC RELATIONS TOOLS:-

Public relations professional use several tools. One of the major tools is ​news​.
PR professional find or create favorable news about the company and in its products
or people. Sometimes news stories occur naturally, and sometimes the PR person can
suggest events or activities that would create news.
​Speeches c​ an also create product and company publicity. Increasingly,
company executive must field questions from the media or give talks at trade
associations or sales meetings. And these events can either build or hurt the
company’s image.
Another common PR tool is ​special events, ranging from news conferences, press
tours, grand openings and fireworks displays to later shows, hot-air balloon releases,
multimedia presentations and star-studded spectaculars 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 a films, slide-and-sound program, and video a audio
cassettes, are being used increasingly as communications tools.
Corporate – identity materials also can help create a corporate identity that the public
immediately recognizes. Logos, stationery, pamphlets, signs, business forms, business
cards, buildings, uniforms and company cars and trucks – all become marketing tools
when they are attractive, distinctive and memorable. Companies can
also improve public goodwill by contributing money and time to ​public-service
activities.​
Management should set Public Relation objectives, Choose the message and vehicle,
implement the Public Relation plan and finally evaluate the results.

5 function of Public relation

- Press relation

- Product publicity

- Corporate communication :–Promoting understanding of the

organization through internal and external communication

- Lobbying: –Dealing with legislators and government officials to

promote or defeat legislation and regulation

- Counseling :– Advising management about public issues and

 company position and image during good and bad times

CHAPTER-10
RURAL MEDIA

If the Indian advertising industry is to tap rural India, it has to be firmly grounded in
rural perception, values and traditions. It has to draw itself in local life style and culture , and
modes of communication to make it relevant to the rural masses. It has to gain the trust of the
masses by undercutting existing dependency on conventional advertisement on one hand and
deceptive and manipulative claims on the other. The media presentation must be relevant and
reliable to the rural community .
Rural media has a long history of evolution. Within this the tradition of wall painting
may be traced to the Indian rock-art paintings that go back (according to various estimates) to
4000 BC. Painted on wet lime plaster in mineral colors, these paintings depict the day-to-day
scenes of life. Some researchers claim that this form was employed for commercial purposes
during the emergence and establishment of the Indus Valley Civilization.
The Indian society is a complex social system with different castes, classes, creeds, and
tribes. The high rate of illiteracy, added to the inadequacy of mass media, impedes reach to
almost to 80% of India’s population who reside in villages. Mass media is too glamorous,
interpersonal, and unreliable in contrast with the familiar performance of traditional artist
whom the villager could not only see and hear and even touch. Traditional media can be used
to reach these people in the marketing a new concept
Professionals ranging from snake charmers, magicians, and herbal medicine men to jugglers,
ropewalkers, and vendors developed their distinct calls or advertising patter, which can be
witnessed in rural haats and radio ads to this day. Announcements made by video vans still
remind one of the old oral traditions. Vocal calls were supplemented by a wide variety of art,
and music forms and instruments—e.g., musical instruments such as drums, dafli (a
tambourine), dabba (a tin box), and damru (a small drum) played by Lord Shiva—still
maintain a centuries-old presence in rural India.
Although these forms of advertising are deeply rooted in Indian culture and its fold and
literary traditions, they are neglected by the modern Indian advertising industry.
​Reaching rural India: ​Media reach in rural parts of India is very limited. Rural India
consists of about 127 million households of which only 54% come in contact with any of the
conventional media. The existing media-mix for reaching out to the consumers in rural U.P
needs improvement. Various problems prevailing in rural areas like low literacy, traditional
bent of mind, inaccessibility to different media necessitate the adoption of a different
approach for reaching out to reach them. Few companies have customized their rural
advertising but still the outcomes are far less that those expected. Communication and
promotion strategies also need to be tailored to suit rural customer needs. It starts with the
media plan. For value brands like Godrej No.1, GCPL has stopped advertising on private
cable and satellite channels, preferring the cheaper and more widely received
government-owned television network, Doordarshan, as well as All-India Radio. In addition,
it advertises on regional language TV channels and in local publications
As pointed out earlier, according to the 2001 Census, most of India (almost 80% of the total
population) lives in more than half a million (total 6,38,365) villages and speaks in numerous
tongues. Undoubtedly posing a big challenge for the advertisers and organizations.
Geographic dispersion as rural audiences are scattered and remain beyond the reach of
conventional media (so that rural corporate giants that are champions of rural marketing, such
as Hindustan Lever are struggling to reach them); and linguistic dispersion: India is a
multilingual country with dozens of major languages and hundreds of dialects/varieties.
There are other variables too, such as understanding the needs and aspirations of consumers
(consumer segmentation), and marketing the products that they need. Therefore, the
important issues for advertising in rural India that are of concern to Indian advertisers and
marketers include:
* To reach and penetrate with the most suitable media and medium.
* To reach them linguistically and effectively;
* To mobilise villagers to the point of sale

Emotional Attachment with Rural Customers: ​An effective way to increase the emotional
attachment with rural consumers is the use of local language​ ​in the communication designed
for a specific target group. This increases the involvement of the consumers with the brand.
Moreover the promotions should be designed with local concepts and practices​ ​so that the
consumers can relate them with their day to day lives.
Relationship Building with Rural Customers: ​The communication should focus on building
relationships with the rural customers. This can be done by advertising for social
causes​ ​prevalent in the rural areas like increasing awareness of the need for primary
education while advertising for stationary products for education Communication through
community development activities​ ​like promoting low cost water purifiers after setting up a
tube well in a locality. It is essential to make the rural customers believe that the marketers
consider them as valuable customers as they do for their urban counterparts. Project Shakti bu
HUL connects with rural population by promoting women empowerment along with
satisfaction of their distribution and penetration objectives. ITC e-choupal connects with the
farmers by considering them as business partners.

Media Typology:
The various promotional tools available for promotional campaign are:
RURAL MEDIA

Rural media can be classified broadly into conventional mass, non-conventional media and
personalized media. The various media vehicles are as follows:

Conventional Media Non-Conventional Media Personalized Media

Television Haat and mela Direct mailer

Radio Folk media (puppet show, Point of sale(demonstration,

magic show) leaflet)

Press Video van Word of mouth

Cinema Mandi Interpersonal

communication

Outdoor: Animator
(wall painting, hoarding)

The easiest solution would be to reach rural India by means of conventional electronic media
(radio and TV). However, there are several limitations in the use of conventional media
forms:
Television:
 ∙ TV is beyond the reach of rural India. Electricity is not yet accessible to many if not
most people living in remote rural areas. According to NRS 2005, TV reaches 108
million households, reflecting a 32% growth since 2002. Cable and satellite TV
penetration jumped from 40 million in 2007, 61 million in 2005. Nevertheless, the
reach of TV is still limited.
∙ More than half the reach of TV is created through secondary viewing programmes
such as community viewing.
∙ Reach and frequency of regional language and vernacular programming is still
limited.
∙ Channel surfing is common; viewership

Radio
∙ Although it has maximum reach, radio is still under much government control.
∙ Program options are limited.
∙ There is no visual content.
∙ Like TV, there is a low involvement level of the listeners with ad messages.
Cinema
○ Cinema is experiencing a downward trend in viewership.
○ It is popular but primarily with young males.
​Print media
A low level of literacy and lack of availability at the right time and place are still the major
problems.

Media Penetration in rural India

The growth in conventional media has been quite significant; however, it has not been
substantial. Rural India consists of about 127 million households of which only 54% comes
in contact with any of the conventional media, like press, TV, satellite, radio or cinema. That
means roughly 238 million are waiting to be tapped by the conventional media. It should be
acknowledged that different media mix is needed to convey messages to rural consumers.
There is a need to understand what appeals to urban customers may not be appropriate for
their rural counterparts owing to their different lifestyle. The entire communication and also
the vehicles for the communicated message thus have to be different. It has been noticed that
below-the-line communication like alternative and innovative ways of communication played
a key role in building reassurance and trust, and so it is vital.
Evolution of rural media
Rural media has a long history of evolution. Within this the tradition of wall painting may be
traced to the Indian rock-art paintings that go back (according to various estimates) to 4000
BC. The most vibrant and colorful wall paintings can still be witnessed in rural households of
Rajasthan. Painted on wet lime plaster in mineral colors, these paintings depict the day-to-day
scenes of life. Some researchers claim that this form was employed for commercial purposes
during the emergence and establishment of the Indus Valley Civilization. Written forms went
hand in hand with oral advertising. So powerful was this tradition that it gave birth to the
field of phonetics in ancient India. Ancient Indians developed the scientific view of the
physiological basis of human speech sounds. That included the conceptual foundation of the
arrangement of letters in Indian scripts; for example, the Devanagari script bears witness to
this concept. The vowels and consonants are arranged separately and consonants are arranged
according to the point and the manner of articulation. Professionals ranging from snake
charmers, magicians, and herbal medicine men to jugglers, ropewalkers, and vendors
developed their distinct calls or advertising patter, which can be witnessed in rural haats and
radio ads to this day. Announcements made by video vans still remind one of the old oral
traditions. Vocal calls were supplemented by a wide variety of art, and music forms and
instruments—e.g., musical instruments such as drums, dafli (a tambourine), dabba (a tin box),
and damru (a small drum) played by Lord Shiva—still maintain a centuries-old presence in
rural India. Although these forms of advertising are deeply rooted in Indian culture and its
fold and literary traditions, they are neglected by the modern Indian advertising industry.
Only small rural companies or self-employed rural advertisers make use of them, and some
are in danger of becoming extinct. The use of animals such as elephants and camels is not
restricted just to rural advertising. Dabur, one of the largest advertisers in India with more
than 457 products ranging from hair oil to digestive tablets, employs two elephants—Laxmi
and Gulabkali—for advertising purposes. The use of animals for carrying advertising
messages is also categorized as a non-conventional advertising form.
 ​New Rural Media New Promotional Methods​(UNCONVENTIONAL methodologies)

According to a study conducted by the Marketing and Research Team (MART), consumer
durable companies require non-conventional marketing methods and techniques to make a
dent in these areas. The study, conducted in 24 villages across three districts each in Uttar
Pradesh and Punjab, identifies `innovative' methods of marketing such as local brand
ambassadors, mills, and tournaments. It surveyed villages that had population of 2,000-5,000
people and villages of over 5,000 people. Those surveyed included consumers, dealers and
consumer durable companies.
"Companies are mainly using ​conventional channels ​for promotions, even for the rural
consumer. Mass media, which might work wonders in urban areas, cannot be that effective in
the rural masses. This is primarily because of shortage of electricity, language diversity and
low literacy levels. Furthermore, the purchase of high-ticket items such as consumer durables
is indirectly related to agriculture and therefore targeting the consumers with an appropriate
message at the right place and time is of utmost importance," says the study.
Which makes
sense, as the National Readership Survey finds that the reach of mass media in rural areas is
very poor. While the press reaches only about 23 per cent of rural consumers, TV reaches
about 36 per cent and cinema about 26 per cent. Meanwhile, the
MART study finds that when it comes to going in for a consumer durable, the rural consumer
is very quality-conscious and does not get swayed by just a lower price. Further, about 81 per
cent of the surveyed consumers stated that they consulted their friends or relatives before they
bought any durable products. "Their decision is mainly influenced by what their friends and
relatives tell them," the study says. Apart from the use of melas,
mandis, haats and vans to disseminate product information and increase awareness, the
MART study identifies mills, rural games/tournaments, service camps and the creation of
local brand ambassadors as vehicles of effective communication.
In addition to the conventional media vehicles, a
lot of innovative mediums are used in rural advertising and marketing. Some of the most
striking ones are: Mills: ​The study finds that mills are an effective way of
targeting the prospective farmer during the peak season. More than 200 tractors visit a mill
every day during the peak season and best of all, apart from being in a cash-rich state, the
farmer can spare time listen to product details and watch live demonstrations.
"Farmers have to stand in long queues before their crop gets
unloaded from the tractor and accounts are settled," the study points out. The study cites the
example of Twin City Motors, a Hero Honda dealership which has been promoting its
products at mills regularly. The dealer puts up stalls outside the factories and Electricity
Boards to target workers who come from nearby villages. The stalls are used for
demonstrations, offer exchange and finance schemes and for sales. Interestingly, the dealer
points out that such a stall does not cost him more than Rs/- 1,000 with which he is able to
target about several hundred high potential customers.
Some of the non-consumer durable companies
have also tried implementing this strategy. "We had put up stalls outside mills in Punjab for
Castrol and got extremely good results," says Rakesh Jhanji, head of Creative Marketing, a
rural promotion agency based in Punjab. He adds that the farmers have plenty of time to
listen and see the products provided one is able to identify the right way to pull them to the
stall. ​Game/tournament: ​A major crowd-puller in the
entertainment-starved rural scenario are the games/tournaments played between the different
villages periodically. For instance, in Punjab, kabbadi tournaments, sometimes even
organized by NRIs on a large scale, attract thousands of people and can be used effectively
for brand awareness. The study recommends that companies not only put up stalls at such
venues and sponsor the events, but also use their products as prizes to be given away. It
points out that some of the sports tournaments of Punjab are on such a big scale that they are
often referred to as Olympics of Punjab (such as the one held in Kila Raipur district). Further,
out of the total number of people surveyed in Punjab, 65 per cent said that they went to see
the tournaments held in and around the village.

Loan/exchange melas and service camps: ​Dealers have been organising loan/exchange
melas in rural India with varying degrees of success. This route has been taken more
frequently by two-wheeler companies than the electronic appliance dealers. The survey adds
that almost every two-wheeler dealer in Punjab uses loan melas to boost sales in the villages,
but at the same time, this does not hold true for the dealers of Eastern UP where recovery is a
problem. A dealer of Yamaha motorcycles in UP points out that he does not sell any
motorcycle on loan as recovery is a big headache in these areas.
However, an increasing number of dealers of both two-wheelers and electronic items
is now resorting to service camps to build brand awareness and loyalty. "As most of the
people in the villages consult their friends and relatives before buying any product, keeping
the existing customers happy and satisfied would lead to more referrals for the product and
hence more sales," the study finds. However, it emphasises that there must be good publicity
through loudspeakers 2-3 days prior to setting up the service camp so that people turn up in
substantial numbers.
According to estimates, about 60 per cent of two-wheeler dealers set up service camps
in the main villages and 55 per cent put up exchange/loan melas. The conversion from the
enquiries generated through these is about 15 per cent.

Local brand ambassadors: The MART study also recommends the use of local brand
ambassadors who can spread the good word about the product technicalities. Invariably,
every village with population of over 2,000, has a mechanic and an electrician who
services/repairs the electronic products in the area, and can create a positive image for the
brand. The study recommends that companies maintain a good relationship with this person
by painting/branding his shop and providing him with free tools/gifts from time to time. "His
word carries a lot of weight with the village people," the study says.

Puppetry:
Puppetry is the indigenous theatre of India. From time immortal it has been the most
popular form and well-appreciated form of entertainment available to the village people. It is
an inexpensive activity. The manipulator uses the puppets as a medium to express and
communicate ideas, values and social messages.
Life Insurance Corporation of India used puppets to educate rural masses about Life
Insurance; enlisting the help of the literacy house in Luck now. These plays were shown to
the audience in villages in UP, Bihar, & MP. The number of enquires at local Life Insurance
Companies during the period immediately following the performance was compared with
normal frequency and found to be considerable higher. The field staff of the corporation also
reported a definite impact on the business.
Folk Theater:
 Folk theaters are mainly short and rhythmic in form. The simple tunes help in
informing and educating the people in informal and interesting manner. It has been used as an
effective medium for social protest against injustice, Folk theaters are mainly short and
rhythmic in form. The simple tunes help in informing and educating the people in informal
and interesting manner. It has been used as an effective medium for social protest against
injustice, exploitation and oppression.
Government has used this media for popularizing improved variety of seeds, agricultural
implements, fertilizer etc. Punjab Agricultural University produced Two Audio Cassettes.
Balliye Kanak Biye – Wheat Cultivation.
Khiran Kepah Narme – Cotton Cultivation.
Both were well received by farmers.
BBLIL used Magician quite effectively for launch of Kadak Chhap Tea in Etawah.
Demonstration:
“Direct Contact” is a face-to-face relationship with people individually and with
groups such as the Panchayats and other village groups. Such contact helps in arousing the
villager’s interest in their own problem and motivating them towards self-development.
Demonstration may be
∙ Method demonstration
∙ Result demonstration
∙ Simple Demonstration
∙ Composite Demonstration
In result demonstration, help of audio -visual media can add value. Asian Paints launched
Utsav range by painting Mukhiya’s house or Post office to demonstrate that paint does not
peel off.
Wall Paintings:
Wall Paintings are an effective and economical medium for advertising in rural areas.
They are silent unlike traditional theatre .A speech or film comes to an end, but wall painting
stays as long as the weather allows it to.
Retailer normally welcomes paintings of their shops, walls, and name boards. Since it makes
the shop look cleaner and better. Their shops look alluring and stand out among other outlets.
Besides rural households shopkeepers and panchayats do not except any payment, for their
wall to be painted with product messages. To get one’s wall painted with the product
messages is seemed as a status symbol. The greatest advantage of the medium is the power of
the picture completed with its local touch. The images used have a strong emotional
association with the surrounding, a feat impossible for even a moving visual medium like
television, which must use general image to cater to greatest number of viewers.
An increasing number of durables companies are using non-conventional methods to
find the right marketing mix for the burgeoning rural market for consumer durables.
According to a report by Francis Kanoi Marketing Research, the rural market for consumer
durables is estimated to be about Rs. 5,000 crore and growing rapidly.
Meanwhile, with penetration levels for many high-ticket items at less than 15-20 per
cent in these areas combined with increasing competition in the various categories, the
marketing action is only likely to heat up.

Importance Of Two Step –Flow Communication

In 1944 Paul Lazarsfeld, (1901-1976) an American Social Researcher, Bernard Berelson

(1912 – 1979) and Hazel Gaudet was introduced The Two-Step Flow of Communication in
the book called “The people’s choice: How the voter makes up his mind in a presidential
campaign. New York: Columbia University Press”.
[The purpose of the study was focused on Presidential election Campaign and the people
decision-making process towards the campaign. All three researchers were wanted to find out
practically whether the mass media messages affect direct influence in voting decision among
the people. Unexpectedly they found the media messages (like radio and newspapers) are
very less influence then an informal, personal communication on voting behavior. Based on
this researched data, The Two Step Flow Communication Theory of Mass Communication
was developed by Katz and Paul Lazarsfeld]14.

Mass Media

14
http://communicationtheory.org/two-step-flow-theory-2/
 - - ​Individuals in social contact with opinion leader
- - Opinion Leader

TWO-STEP FLOW THEORY'" Resea​rch during and after World War II suggested
that media effects occurred in a two-step flow, meaning that media effects occurred
mostly in interaction with interpersonal communication. Researchers characterized two-step
flow like this: People would hear a message over the radio, perhaps a speech by a political
candidate or a commercial message for a new type of laundry soap. Rather than immediately
pledging their support for the candidate or buying the soap, they would discuss it with the
opinion leaders. The people view them as credible sources of information . If the opinion
leaders were positive about the candidate or product, the people who heard the original
message might become supporters of it.
Usually The “Two Step Flow” communication is very much applicable in the rural
sectors or villages . The Mukhiya or the Village leader plays a very influential role in the
villagers life.
The Village head decides the ‘good and bad’ and the ‘right and wrongs’. The naïve
villagers usually seeks the leaders opinion on every aspects :- Naming of the child ,
education and also on marriage of their children. The opinion and presence of the leader do
play a decisive factor in the village , The villagers too respect and obey unconditionally ,
His opinion and judgment.
As far as rural marketing point of view , the marketers seeks the assistance of the
Villagers Mukhiya to market the products. Word of mouth and personal interaction with the
leader will get an access to market the product . During demonstration and exhibitions ,
the village leader must be invited as chief guest , because finally His favorable opinion
will influence the villagers.
Conclusion
Companies are developing innovative strategies that break through the clutter and
grab viewer’s attention Some of the unconventional advertising category are: taxi advertising,
bathroom stall advertising, mirror advertising, aerial advertising, ambient advertising, body
advertising, graffiti advertising. This area is changing constantly in the pursuit to find new
ways to break through the advertising clutter. Consequently, more and more forms of
unconventional advertising are identified by the economic literature. However, many of them
are not applicable to the rural India context.
Despite India’s strides in many areas of technology, poor communications, especially
in the rural areas, continues to hold back development. The telecommunications network has
for long remained concentrated in the urban and industrial centres, The rural area is a market
where large portions of the population are illiterate. So, when packaging consumer products
for rural markets, companies must use prominent logo symbols and logo colors to assure that
illiterate consumers will be able to recognize the products. Therefore, communicating brand
values through the package rather than with words becomes essential. Emotional Surplus
Identity (ESI) is a concept that that uses the shape, color, and content of a package to
differentiate a brand in the eye of a consumer. By creating a bond with the consumer through
the package, companies are able to establish a relationship that encourages repeat purchases.
Loud, bright colors are typically used on packages to differentiate a product from the others
on the shelf and to create a lasting impression in a consumer’s mind. Another technique used
by multinational corporations has been tailoring products, including changing brand names,
to give them a rural image. In the eyes of the consumer, branded products are associated with
quality and value. “Nirma”, the largest selling detergent in the world, found success in the
rural Indian market by using unelaborated packaging to position their product as one that
cleaned well yet was affordable.

Advertising Agencies – Sales promotion Agencies – PR Firms & Interactive Agencies –

Ethics and
social responsibility in IMC Campaigns - Impact of technology on MARCOM - Introduction
to
International marketing communications, Relevance and challenge
Database marketing – Managing Big Data – Promotion through Customer Relations
Communication objective – DAGMAR approach –
Communication Models – Budgeting for MARCOM - Steps in developing and evaluating
effective
Marcom – Objectives – Designing a Message – Copywriting –
 ADVERTISMENT AGENCIES

What is an Advertising Agencies?

American Association of Advertising Agencies(AAAA or 4 A)- “Advertising Agencies

are an Independent businesses, composed of creative and business people who develop,
prepare and place advertising in Advertising media for sellers seeking to find customers for
their goods and service”. An Advertising agency is a service provider that works for
clients to create an effective and goal oriented advertising campaigns aimed at representing
the company positively in the eyes of its target customers.

Businesses hire advertising agencies to connect with their target customers .In the face of
stiff competition ,every company /brand wants to break through this clutter and create a
favorable spaces for itself . Advertising agencies help clients to do just this by creating
attention grapping , persuasive and unique Advertisement campaigns that make the brand
stand out in the minds of customers

Winds of change have been relentlessly sweeping across the landscape of the advertising
industry ,creating new equations and rewriting the rules of the game .No- where has it made
a greater impact than on the advertising agency business which presents a totally different
picture from that four decades ago .

Those were the days when flip charts and the OHP (over- head projector ) provided the
sophisticated sales force with tools of persuasive communication .Soon enough ,they were
overtaken by the carousel Kodak Projector which occasionally rebelled and left the
presenter in total disarray , as he struggled to replace the slides..The advent of Excel
electronic spread- sheet and power point added a new dimensions to the sales kit.

Today ,the media representatives walks into an agency armed with a pen drive and a laptop
and allows the LCDS and the OHP to take over. The advent of digital media and digital
specialist outfits has made the business very competitive and challenging .

The advertising agencies today is a cauldron of energy and bubbling ideas. The media
representative are constantly updating themselves to keep pace with the dynamics agencies
lest they be left by the wayside. Just as the offer a bouquet of business solution ranging
from print advertising to electronic media ,event marketing brand activation and brand
loyalty programs, the agencies are gradually trying to back to the old ways of combining
servicing and creative under one roof , with a whole lot of specialist options to retain the
clients in their folds.(The Hindu , ​Business line​ , Thursday , July 7,2011)

Function Advertisement Agencies

vii. Agencies understand the product to be advertised in and out .they understand
the Technology used to produce it and market for which it is meant.
viii. Agencies understand the method of distribution and selling.
ix. Agencies has to assess the different media for conveying the message.
x. Agencies prepare an advertising plan in the light of above information.
Agencies has to carry out this plan .they create the Ads in their creative
department with the help of production department .buy either space or time
in media .When the Ads are run, the check the whether they are run as per
schedule.
xi. They bill the client for services and media charge.
xii. Agencies and Advertiser work in a mutually beneficial partnership. It
coordinates with the marketing and sales department of the client
organization.

Participants in an integrated marketing communication process

Client Agency Media Org. Marketing Communication- Collateral service

Specialist organization

-Direct marketing agencies

-Interactive process
-Public relation & Sales promotion

Client or Advertisers role in organizing for advertising

The manner in which a company organizes for advertising and other promotional
elements depend on small factors such as company size, number of product, role of
advertising in promotion –mix ,the budget and the structure of its marketing organization
.Advertisement function is an intimate part of the marketing department
Centralized and Decentralized system

According to Mary Cohen “ the advertisement department is based on Centralized and

Decentralized system

III. CENTRALIZED SYSTEM.

Place of Advertisement dept. under a Centralized system .Marketing activities are divided
along the functional lines

President

Production Finance Marketing R&D H.R.D

M.R. Advertising Sales product planning

Following are the Basic function performed by the Advertising Dept under the centralized
system.

iv. Planning and Budgeting

Developing Advertisements and other promotional plans in line with the

marketing objectives, strategies and budget of the company and get it approved
by the higher management .even though the advertisement department prepare
the budget, the top management makes the final decision

v. Administration and execution

The Advertisement manger is responsible for the organization ,supervision

and control of the Advertising dept.
The Supervisor supervises the activities of subordinates and the
 Advertising agency and keeps coordinates with production ,media ,copy art
and sales promotion.

In case of outside Advertising agency ,the Advertising manager

reviews the project and also analyses the feasibility and technical aspect of
the project, before making a final approval

vi. Coordination with company.

Advertising Manager has to coordinate with other marketing function
particularly –Marketing research and sales. They can provide valuable
information about product feature that valued more by the customer
vii. Coordination with Advertising . agencies and services

Despite having an Advertising Department many companies use

outside Advertising agencies and their services.The Department may use
the service of collateral agencies to develop brochure etc.

A centralized organization system is often used when companies do not

have many different divisions, product or services.

Advantage

v. Facilitates communication.
vi. Fewer personnel required.
vii. Continuity in staff.
viii. Allow for more top management involvement.

Disadvantage

iv. Less involvement with and understanding of overall marketing goal.

v. Longer response line.
vi. Inability to handle multiple production.

IV. DECENTRALISED SYSTEM

Corporate
Production Finance Marketing R&D H.R.D

Sales Product Mgt Marketing service

Brand Mgr 1---------------------Ad Dept

M.R

Ad Agency Sales promotion

Packaging & designing

Brand Mgr 2

Ad Agency Merchandising

Brand Mgr 3

Advertisement Agency

A Decentralized System is followed in large corporation with many product line and
brand. Each brand is assigned to a Brand manager (also termed as a product Manager) who
is totally responsible for managing the brand ,including Planning ,budgeting ,sales and its
profit performance. All function associate d with advertising and other promotion are the
responsibility of the Brand Manager

Disadvantage

iii. Lack of Training &Development

iv. Inexperience- To handle such activities professional must be recruited,
who has the technical and creative skill

In some Companies the status of an in-house agency is little more than that of an Advertising
Department .Other Reason for using in-house agency includes advertisers Bad –experience
with outside Agencies. A belief that having an in –house Advertising agencies can help
the Organization with better marketing Knowledge .

Advertisement Agencies

Types of Advertising agencies

iii. Full Service​.

 Offer its client a full range of marketing ,communication and promotional
service including planning ,creating and producing the advertisement,
performing research and selecting media. A full service agency besides
Advertising service also produces strategic marketing planning ,sales
promotion ,direct marketing ,packaging and designing ,public relation and
publicity.

Chart OF FULL SERVICE

BOD(Board of Directors)

V.P(Creative- V.P(Account service) V.P(Marketing & service) V.P(finance)

service)

Writers Print Production

iv. Account service or A/c Management: Is the link between the Ad Agency ,
and its client depending on the size of the client and its Ad budget one or
more A/c executive stands as a Liaison.

The A/c Executive is responsible for understanding the client needs and
expectation .He also recommends suggestion and also makes a final approval
of the client obtained.

iii.. A la Carte Agencies:​- Means order according to choice , can have a full
service agency , or small specialized outfits ,which are called a la carte or
boutique agencies.

Such outfits specialized in –

v. Creative concepts
vi. Strategy development
vii. Media planning

Smaller agencies who cannot afford to have all Departments generally get
specialized work done by these agencies
 viii. House Agencies​ (within the organization): To reduce cost
and to gain in depth knowledge of the market and gain a
competitive edge ,the well-established organizations create
their own Advertising agencies . But this sort of house
agencies are suitable for Organization who have various
product lines and multiple brands .

SPECIALIZED SOURCE.

Many companies assign the development and implementation of their promotional

program to an Ad agency

v. Direct Response agency.

Provides variety of service- Marketing .Research, media
services, database management .
A typical Direct .Response Agency is divided into 3 main
department-Account management ,Creative dept. and media
department .
▪ Account management:–Plan Direct marketing
programs and determine the role in the overall IMC
process.
▪ Creative Department: – Consists of copy writers ,artist
and production media( concerned with placement).
▪ Media department- Concerned with the overall
evaluation of the advertisement .
vi. Sales promotion Agencies.
Developing and managing sales promotion program , such as
contest ,sweepstakes ,refunds and rebate. Sales promotion
coordination with the clients advertising / or direct –response agencies
to coordinate their effort with advertising and Direct Management
program .The agencies provides services like – promotional
planning, creative research, catalog designing , production etc.
vii. Public relation firm:
To maintain the company’s image, popularity with the
consumers. Analyze the consumers attitude and reaction, the
opinions about the brand and the Organization. How the company’s
policies and marketing programs affect the market and the
environment.
viii. Interactive Agencies :

Technology play a decisive role in our day to day life .One of

the main advantage of technology is the development and revolution
that has been happening in the field of communication.
 Communication has become swifter and quicker and ,more effective
and efficient . Information has become reliable and authentic .
Social media and consumer generated social media(CGSM) like
facebook, twitter etc., are playing a decisive and very significant role
in marketing activities.

Why Agencies Lose Clients.

1.Poor performance:- As a result of unskilled and amateur people in the agency .finally
loose the credibility of the agency in the market.

2.Personal changes :- Give importance to the customer . you cannot dictate your opinion on
the customer , you can only suggest . Without the consulting the client , the agency cannot
make personal changes.

3.Poor communication : update the client with full information , leave no room for confusion
and misunderstanding . usually lack of proper communication leads to misunderstanding
between the client and the agency .

4.Other areas where agencies form a negative impression: matters concerning with payment,
where agencies extract and impose hidden charges .Delay and postponement other areas of
problem that gives negative image about the company ., etc.

ETHICS And ADVERTISING

“ advertising is a legalized lying..”
Nature of Advertising
A public notice meant ;-
(a) to convey information and,
(b) invite patronage or some other response. Inform and persuade ("stimulate demand").
From a marketing context, advertising could be defined as "a paid form of non-personal
communication about an organization and/or its products that is transmitted to a target
audience through a mass medium." Therefore one kind of promotional activity, separate from
publicity (free), sales promotion (not forms of communication), and personal selling (not
impersonal nor through a mass medium).
Ethics:-​Moral principles and values that govern the actions and decisions of an individual or
group .But not all issues can be regulated. A marketing or promotion action may be legal but
not ethical .Marketers must decide on the appropriateness of their presentation and
promotion.

Arguments Favoring advertisement :

10. Provides information.
11. Encourages higher standard of living.
12. Promotes competition.
13. Helps new firm enter into the competition.
 14. Creates employment.
15. Economic​: Useful tool for sustaining honest and ethically responsible competition
by informing people of the availability of rationally desirable new products and
services and improvements in existing ones. It increase the momentum of the
market . The buying and selling process quickens .Business means marketing
and marketing means communication , communication means information
finally convert information into money. That’s what every organization is doing
–“profit maximization” . It is possible only when the organization is capable of
imparting an influential medium and medial for communicating the product
/service .Advertisement and promotion is an absolutely indispensable tool for
any organization survive , succeed and capture the market .
16. Political​: Helps counteract tendencies toward the monopolization of power by
informing people of the ideas and policy proposals of parties and candidates. The
recent scams and scandals , the achievements etc everything we the people
know .It is possible through media who are continuously informing and
educating the people about the achievements and failures and misdeeds of the
politicians .It is like a market , we are continuously informed about the eligibility
and happiness .
17. Cultural​: Can exert a positive influence on decisions about media content;
contribute the betterment of society by uplifting and inspiring people and
motivating them to act in ways that benefit themselves and others. Importance of
witty, tasteful and entertaining advertising , even to the point of becoming art.
Culture does play a crucial role in business and marketing . Advertising has been
very successful in imparting the cultural values . A place like India where there is
“Unity in diversity “ ,people usually like to experiment and educate and adopt
themselves with states living style , food habits , dress code etc.,. This is
possible because advertisement has provide with rich information about the
places through the product and services.
18. Moral and Religious​: Communicate messages of faith, patriotism, tolerance,
compassion and neighborly service, charity, health, education.

Arguments Against Advertising action

▪ Advertising is deceptive—in whole or in part. More propaganda (lies) than truth
▪ Advertising weakens or undermines personal autonomy; that some kinds of
advertising are immoral.
▪ Advertising plays on human desires for security, acceptance, self-esteem to influence
consumer choices. John Kenneth Galbraith’s: the Dependence Effect—industrial
production turns out goods to satisfy wants, and at the same time creates the wants.
▪ Advertising should not cynically exploit deep-seated emotions or short-circuit logical
thought processes. Good advertising appeals on many grounds, aesthetic, intellectual,
humorous, heart-warming. But it shouldn’t deprive of freedom of choice.
▪ Advertising promotes consumption as way of life.It empties communication of its
content, destroys credence in the written or spoken word and it lowers culture in
general
 ▪ Some are of the opinion that , advertising is a waste of resources (adds nothing to the
value of consumer products and diverts resources from the production of more
valuable goods) and inefficient (enables large firms with well-established brand-name
products to create and maintain monopoly conditions), largely a nonproductive
activity that stifles competition. Which would mean that it actually harms the system
in general.
▪ Advertising increases value of a product by creating buyers of the product, creates an
expanding market, and actually has been shown to lower prices. And there is no
guarantee that rupees saved on advertising could be utilized more efficiently,
especially in a surplus economy
▪ Misrepresent and without relevant facts; subvert the media by pressure not to treat of
questions that are embarrassing and inconvenient; tout harmful or useless goods;
move people based on non-rational decisions; become a tool of "consumerism";
particularly harmful in economically less developed countries
▪ Political​: Costs of advertising can limit political competition to wealthy candidates or
to those willing to compromise their integrity; distorts the views and records of
opponents
▪ Cultural​: Corrupt culture and cultural values by contradicting sound traditional
values; can create superficiality, tawdriness, and moral squalor; ignore educational
and social needs of certain segments of the audience; contributes to stereotyping of
particular groups
▪ Moral and religious harms​: Deliberate appeals to motives of envy, status seeking,
and lust creates vulgar and morally degrading advertising; treat of religion in
obnoxious and offensive manners; can promote morally suspect or perverse products
and practices
Ethical Principles especially relevant to Advertising
General
▪ Principles of the moral order must be applied to the domain of media
▪ Human freedom has a purpose: making an authentic moral response. All
attempts to inform and persuade must respect the purposes of human freedom
if they are to be moral.
▪ Morally good advertising therefore is that advertising that seeks to move
people to choose and act rationally in morally good ways; morally evil
advertising seeks to move people to do evil deeds that are self-destructive and
destructive of authentic community.
▪ Means and techniques of advertising must also be considered: manipulative,
exploitative, corrupt and corrupting methods of persuasion and motivation.
▪ Promotes consumerism.
▪ Creates unrealistic expectations.
▪ Encourages dissatisfaction.
▪ Manipulates people(applies knowledge of psychology).
▪ Propagates stereotypes(gender ethnic).
▪ Includes offensive messages( sex controversy profanity).
▪ Glamorizes unhealthy products(tobacco alcohol fatty food).
▪ Targets vulnerable groups( children uneducated).
▪ Makes misleading claims(implies falsehoods without).
Three Specific Moral Principles
 ▪ RESPECT TRUTHFULNESS (deception and objection).
▪ Never directly intend to deceive
▪ Never use simply untrue advertising
▪ Do not distort the truth by implying things that are not so or withholding
relevant facts
▪ "Puffery" is acceptable where it is consonant with recognized and accepted
rhetorical and symbolic practice
▪ RESPECT THE DIGNITY OF EACH HUMAN PERSON (attacks autonomy
objection).
▪ Do not exploit our "lower inclinations" to compromise our capacity to reflect
or decide either through its content or through its impact: using appeals to lust,
vanity, envy and greed, and other human weakness.
▪ Give special care to the weak and vulnerable: children, young people, the
elderly, the poor, and the culturally disadvantaged.
▪ RESPECT SOCIAL RESPONSIBILITIES (promotes consumption, empties
communication, objections).
▪ Example: Concern for the ecology—advertising should not favor a lavish
lifestyle which wastes resources and despoils the environment
▪ Example: Advertising should not reduce human progress to acquiring material
goods and cultivating a lavish lifestyle.
∙ Art is good, as are tasty, witty, entertaining things, as opposed to
tawdry, superficial things. But can we believe an advertiser has a moral
duty to provide such things.
∙ We all have the moral duty to do good when reasonable and to avoid
evil when possible.
∙ Advertisements (and media in general) that are tasty, witty,
entertaining does good for our culture, making it more pleasant and
humane, while tawdriness, superficiality, and moral squalor harms the
culture.
∙ Advertising has a great effect on our culture in general, making this
moral duty is all the more serious.

Advertisers have a moral duty to create tasty, witty, entertaining advertisements when this is
reasonable, and to avoid tawdry, superficial and morally squalid advertising when that can be
avoided. The burden of proof would be upon the advertisers to show why in any particular
case the demand to make advertising tasty, witty, and entertaining was an unreasonable
demand, or why tawdry and superficial advertisings couldn't have been avoided.
 COPY WRITING.

COPY:

The copy of the advertisement is defined ,” all the written or spoken material in it
including headlines, coupons and advertisers name and address , as well as the main body of
the message.
There are as many definitions to copywriting as there are copywriters in this world. In its
strictest sense, copywriting is the act of writing advertisements (like headlines, slogans,
brochures, direct mail packages and even websites) with the goal of making a sale. While this
definition is correct, it is also far from being complete.
The most poetic definition of copywriting I’ve come across, was
written by one of the my favorite advertising copywriters in our time: Bruce Bendinger, who
in his remarkable book “The Copy Workshop Workbook” writes…

A well –planned and drafted copy should ;-

vii. Attract primary and initial attention of the buyer.

viii. Hold the attention of buyer in an interesting way.
ix. Awake and stimulate the interest of the buyers.
x. Create an impression in buyers to have memory value.
xi. Convince ,persuade or induce the reader.
xii. Suggest and lead to specific response .

Attention.
 I. Interest.

D. Desire.

A. Action

Qualities of a Good Advertisement Copy

vii. It must be simple.

viii. It must be Informative
ix. Must be concise and Complete
x. Must be Enthusiastic
xi. Must be Honest
xii. Create an Urge to buy

A good Advertisement copy

vi. It must make people to see it.

vii. It must make people to read it.
viii. It must make people to understand it.
ix. It must make people to believe it.
x. It must make people to buy the product.

Advertisement Copy must perform the following function

vi. Attract Attention.

vii. Command Interest.
viii. Create Desire.
ix. Inspire Conviction.
x. Provoke Action.

COPY

On the Basis of On the Basis of On the Basis of On the Basis of On the Basis of

Function Purpose Appeal mode of conveying- Form

 Message

vi. On the basis of Function

Educational Competitiveness Institutional

vii. On the basis of Purpose

Goodwill Selling

viii. On the Basis of Appeal

Reason why Human Interest

ix. On the Basis of Form

Medium features Feature

x. On the Basis of mode of Conveying message

Suggestive Expository Descriptive Argumentative

Direct Indirect
 ∙ Educational Copy – Educating the public regarding the use of the Product
∙ Competitive Copy – Highlighting the special feature of the product .that must be
absent in the competitor’s product
∙ Institutional Copy- It sells not the Product of the Institution but the name of the
institution
∙ Missionary copy – Aims at propaganda for the product
∙ Pioneering copy – Aims at educating the public
∙ Goodwill copy.-Aims at promoting the name of the Organization
∙ Human interest copy- Appeal to the emotions and senses ,rather than to intellect and
judgment.e.g. – fear copy, humorous copy , etc.
∙ Suggestive copy- Directly or indirectly convey the message ,which lead to sale
∙ Expository copy- Expose the facts, clear and concise are presented
∙ Descriptive copy- Conveys the ideas in words or pictures so as to impress the
reader’ s mind.

Elements of an Advertisement copy.

vii. Attention and retention value ​:– The advertisement must attract the attention
of the people b by using beautiful images, melodious and effective vocal
expression , catchy phrases and slogans , providing artistic outlines and
borders , balancing and mixing the colors beautifully etc. These sort of
advertisement remains in the minds of the people and creates a deep
impression in them .
viii. Suggestive value:-T ​ he advertisement must suggest some message or
information to the targeted market. Hollow and meaningless message will
result in negative demand for the product
ix. Conviction value:​ - Presentation must be genuine ,accurate and credible .
The people have become suspicious and will not hesitate to question the
authenticity The trend has changed , people will not take it for granted
anything that has been provided to them .The organization cannot simply cheat
or mislead the people by showing some hollow and exaggerated
advertisement. Genuineness and Authenticity have become an important
principles of any type of advertisement.
x. Sentimental value:- The sentimental feeling or the prejudiced attitude of the
reader should not be affected by the advertisement. The advertisers must
stick to the moral and ethical code of conduct. They must not humiliate or
disgrace any persons faith or culture or beliefs or lifestyle.
xi. Educative value:-Ad​ vertisements must not even entertain but also educate
and inform the viewers or audience or readers.
 xii. Memorizing value:​ - The advertisement must carry the images ,words and
message that are appealing to senses and can be easily remembered

Appeals and themes : ​ The various themes and appeals that often see in the advertisements
are:-

Message appeal

On the basis of ​product On the basis of ​consumer

The common appeals or themes are :-

☞ The theme of beauty .(Examples: Advertisement of Kalyan jewelers, Face creams,

powder etc., )
☞ The theme of health.(Examples: Advertisement of Health drinks like BOOST,
Complan, Refined Oil(saffola, sunflower refined oils) etc.,)
☞ Theme of pride.(Examples: Advertisements of Paints, Mercedes benz etc.)
☞ Theme of comfort.(Examples: Advertisements of dress, slippers, etc.,)
☞ Theme of economy. (Examples: Advertisements of Fuel efficient bikes, Led lights,
solar equipment, etc.,)
☞ Theme of fear. (Examples: Advertisements of Insurance , Hygienic products etc.,)
☞ Theme of affection(Examples: Advertisements of confectionaries, etc.,).
☞ Theme of distinction. (Examples: Advertisements of Raymond brand ,Dove soap
etc.,)
☞ Theme of patriotism and social responsibilities and moral values.(Organizations
spread message on safety ,pollution free environment, social values , children
education etc., (Advertisement of MALABAR GOLD- Mr.Mohanlal spreading a
message of cleanliness and keeping the environment clean)

Requirements of Copy writing

⌘ Selecting copy: A person who shapes ,designs and sculpts in an

advertisement is called a copy-writer. Copy is the test of an advertisement or
the words that people say in the commercial.
⌘ Writing an Effective copy:-Be Succinct- use short, familiar words ,short
sentences and short paragraph.
○ Be Specific- Don’t waste time on generalities the more specific the
message, the more attention--getting and memorable it is.
 ○ Get personal-directly address your audience whenever possible as ,
“ you& your”
○ Be Original.
○ Use Variety.

Copy writing for Print

Copy element fall into 2 Categories

1.Display 2.Body Copy

1.Display Copy- includes all elements that readers see- Headlines, sub-head ,call-outs ,
loglines and slogans.
2.Body copy- includes the element that are disguised to be read and absorbed , such as the
text of the ad message and caption.

Copy writer Toolkit

x. Headlines
xi. Over-lines and underlines- Phrases or sentences that either lead into
the headlines or follow upon the thought in the headlines
xii. Body Copy​- Text of the Ad-Purpose is to explain the idea or selling
pain.
xiii. Sub –heading- ​Begins a new section of the copy ,usually bold type
or larger than the body copy.
xiv. Call-out-​Sentences that float around the visual with a line or arrow
pointing to some specific .element in the visual that they name and
explain.
xv. Caption-​A short piece of copy or sentences that explain what you
are looking at in a photo or illustration.
xvi. Tagline-A​ short Phrase that wraps up the key idea or creative concept
that usually appears at the end of the body concept
xvii. Slogans-A​ distinctive catch phrases that serves as a motto for a
campaign
xviii. Call to Action-.Lines at the end of an Ad that encourages people to
respond and give information and how to respond

e.g. a toll-free phone number , an E-mail or web address

LAYOUT

A layout may be defined as the format in which the various elements of the advertisement are
combined. It should not be confused with the visualization though. It is a blue-print. Its
function is to assemble the different parts of advertisements- illustrations, headlines, body
text, the advertisers signature, and perhaps borders and other graphic materials- into a unified
presentation of the sales message.

Elements of Layout: ​The various elements of a layout are as follows:

○ Headlines: Lines of text that are set in larger type for the purpose of attracting
readers are headlines.
○ Subheads: In a lengthy article, subheads can be used to break text into shorter
segments. Subheads can also appear beneath a headline, it should be short and
concise .
○ Picture Captions: Too attract the attention of the readers or viewers ,picture
caption is useful method. Captions for Photos, artwork, or info graphics, to
give readers a bit more detail. Captions are generally set in a small but easy to
read font.
○ Blurbs: A blurb is a short summary or some words of praise accompanying a
creative work.
○ Illustrations: An illustration is a visualization such as a drawing, painting,
photograph or other work of art that stresses subject more than form.
○ Product Package: A Product Package is the manner in which something, such
as a proposal or product, or someone, such as a candidate or author, is
presented to the public.
○ Body Copy: The primary text of an article is known as body copy. Any text is
generally referred to as copy, while the body copy refers to the bulk of the
article.

Principles of Good Layout: In a good layout the following aspects must be available . These
includes:
(6) Balance: Balance, of considerable importance in a layout, involves
artistically combining the various sizes and shapes that make up an
advertisement. Essentially, there are two forms of balance- Formal or
symmetrical and Informal or asymmetrical
(7) Movement: If a print advertisement is to get the reader’s eye to “move”
through it, the layout should provide for gaze motion or structural motion.
(8) Unity: Unity in layout refers to keeping the elements of the advertisement
together so that the advertisement does not “fall apart”.
(9) Clarity and Simplicity: Although, it is important to make a layout
interesting, care must be taken to see that it remains simple enough so as
not to lose its clarity and simplicity.
(10) Emphasis: A good layout should make the advertisement as a whole
prominent and also emphasize certain more important elements. It can be
done so by following some of the following techniques-
○ Repetition​: A headline, an illustration or a trademark, for
example, may gain added emphasis if repeated several times​.
○ Contrast: ​Another technique is contrast of size, color, or style.
In a row of six men, all six feet tall, with a small boy at the end,
the boy would attract attention.
○ White Space:​ This is another technique which should be use
very carefully.
 Kinds of Layouts: ​The different forms of layout are ;
○ Thumbnail Sketches
○ Rough Layout.
○ Finished Layouts.
○ Comprehensive Layouts.
○ Working Layouts

​ humbnail Sketches – They are miniature sketches that are used by the art directors
T
to convey the basic layout style and treatment without spelling out small details.
​Rough Layout – Rough layouts or visuals, are prepared for almost all
advertisements. They are the same size as the finished advertisements except for outdoor
posters.
Finished Layouts – The next stage is the preparation of the finished layout, which is
worked more carefully than the rough layout. They suggest in considerable detail the style of
the illustration and headlines and therefore serve as a guide to artist and typographer.
Comprehensive Layouts – A comprehensive layout is prepared for a client when
they are unable to judge the effect of the finished advertisements by looking at the finished
layout. These layouts come very close to resembling the finished advertisements.
​Working Layouts – Working layouts are not really layouts, but rather a sort of
“blueprint” for production, indicating the exact position of the various elements and
appropriate instructions for the typographer and engraver. They are also known as
“mechanicals”. Mechanics of Layout artist follow certain general rules in the mechanics of
their production to achieve as nearly as possible the effect of the finished advertisement.For
example; Measuring out the space for the advertisement etc.,

TYPOGRAPHY

Typography​ (from the ​Greek​ ​words τύπος(typos) = form and γραφή(graphy) = 

writing) is the art and technique of​ ​arranging type​. The arrangement of type involves the
selection of ​typefaces​, ​point size​, ​line length​, ​leading​ (line spacing), adjusting the spaces
between groups of letters (​tracking​) and adjusting the space between pairs of letters
(​kerning​). ​Type design​ is a closely related craft, which some consider distinct and others a
part of typography; most typographers do not design typefaces, and some type designers do
not consider themselves typographers.

Typography is performed by ​typesetters​, compositors, typographers, ​graphic designers​, ​art

directors​, comic book artists, graffiti artists, clerical workers, and anyone else who arranges
type for a product. Until the ​Digital Age​, typography was a specialized occupation.
Digitization opened up typography to new generations of visual designers and lay users.
According to David Jury, "Typography is now something everybody does."
In traditional typography, text is ​composed​ to create a readable, coherent, and visually
satisfying whole that works invisibly, without the awareness of the reader.

Choice of font(s) is the primary aspect of text typography—​prose​ ​fiction​, ​non-fiction​,

editorial, educational, religious, scientific, spiritual and commercial writing all have differing
characteristics and requirements of appropriate typefaces and fonts. For historic material
established text typefaces are frequently chosen according to a scheme of
historical ​genre​ acquired by a long process of accretion, with considerable overlap between
historical periods.

Contemporary books are more likely to be set with “text romans" or "book romans" with
design values echoing present-day design arts. Newspapers and magazines rely on compact,
tightly fitted seriffed text fonts specially designed for the task, which offer maximum
flexibility, readability and efficient use of page space. “Sans serif” text fonts are often used
for introductory paragraphs, incidental text and whole short articles.

Typography is modulated by ​orthography​ and ​linguistics​, word structures, word

frequencies, ​morphology​, ​phonetic​ constructs and linguistic ​syntax​. Typography is also
subject to specific cultural conventions. For example, in ​French​ it is customary to insert
a ​non-breaking space​ before a ​colon​ (:) or ​semicolon​ (;) in a sentence, while in ​English​ it is
not.

Typography has long been a vital part of ​promotional material​ and ​advertising​. Designers
often use typography to set a theme and mood in an advertisement; for example using bold,
large text to convey a particular message to the reader. Type is often used to draw attention to
a particular advertisement, combined with efficient use of color, shapes and images. Today,
typography in advertising often reflects a company's ​brand​. Fonts used in advertisements
convey different messages to the reader, classical fonts are for a strong personality, while
more modern fonts are for a cleaner, neutral look. Bold fonts are used for making statements
and attracting attention. ​[source: ​http://en.wikipedia.org/wiki/Typography​]

Lithography:
Lithography (from Greek λίθος - lithos, 'stone' + γράφειν - graphein, 'to 
write') is a method for printing using a stone (lithographic limestone) or a metal plate with a 
completely smooth surface. Invented in 1796 by Bavarian author Alois Senefelder as a c​heap
method of publishing theatrical works, lithography can be used to print text or artwork onto
paper or other suitable material.
Lithography originally used an image drawn (etched) into a coating of wax or an oily
substance applied to a plate of lithographic stone as the medium to transfer ink to a blank
paper sheet, and so produce a printed page. In modern lithography, the image is made of a
polymer coating applied to a flexible aluminum plate. To print an image lithographically, the
flat surface of the stone plate is roughened slightly—etched—and divided into hydrophilic
regions that accept a film of water, and thereby repel the greasy ink; and hydrophobic regions
that repel water and accept ink because the surface tension is greater on the greasy image
area, which remains dry. The image can be printed directly from the stone plate (the
orientation of the image is reversed), or it can be offset, by transferring the image onto a
flexible sheet (rubber) for printing and publication.
As a printing technology, lithography is different from intaglio printing (gravure), wherein a
plate is either engraved, etched, or stippled to score cavities to contain the printing ink; and
woodblock printing, and letterpress printing, wherein ink is applied to the raised surfaces of
letters or images. Most types of books of high-volume text are printed with offset
lithography, the most common form of printing technology. Etymologically, the word
lithography also denotes photolithography, a micro fabrication technique used to make
integrated circuits and micro electromechanical systems, as such are more technologically
akin to etching than lithography, printing from a stone plate.

The principle of lithography.

Lithography uses simple chemical processes to create an image. For instance, the positive
part of an image is a water-repelling ("hydrophobic") substance, while the negative image
would be water-retaining ("hydrophilic"). Thus, when the plate is introduced to a compatible
printing ink and water mixture, the ink will adhere to the positive image and the water will
clean the negative image. This allows a flat print plate to be used, enabling much longer and
more detailed print runs than the older physical methods of printing (e.g., intaglio printing,
letterpress printing).
L​ithography was invented by Alois Senefelder in Bohemia in 1796. In the early days of 
lithography, a smooth piece of limestone was used (hence the name "lithography": "lithos" 
(λιθος) is the ancient Greek word for stone). After the oil-based image was put o​n the
surface, a solution of gum arabic in water was applied, the gum sticking only to the non-oily
surface. During printing, water adhered to the gum arabic surfaces and avoided the oily parts,
while the oily ink used for printing did the opposite.
Lithography works because of the mutual repulsion of oil and water. The image is drawn on
the surface of the print plate with a fat or oil-based medium (hydrophobic) such as a wax
crayon, which may be pigmented to make the drawing visible. A wide range of oil-based
media is available, but the durability of the image on the stone depends on the lipid content of
the material being used, and its ability to withstand water and acid. After the drawing of the
image, an aqueous solution of gum arabic, weakly acidified with nitric acidHNO3 is applied
to the stone. The function of this solution is to create a hydrophilic layer of calcium nitrate
salt, Ca(NO3)2, and gum arabic on all non-image surfaces. The gum solution penetrates into
the pores of the stone, completely surrounding the original image with a hydrophilic layer
that will not accept the printing ink. Using lithographic turpentine, the printer then removes
any excess of the greasy drawing material, but a hydrophobic molecular film of it remains
tightly bonded to the surface of the stone, rejecting the gum arabic and water, but ready to
accept the oily ink. [​source: http://en.wikipedia.org/wiki/Lithography]
Etching​ is the process of using strong ​acid​ or m ​ ordant​ to cut into the unprotected
parts of a m​ etal​ surface to create a design in i​ ntaglio​ in the metal (the original process—in
modern manufacturing other chemicals may be used on other types of material). As
an ​intaglio​ method of ​printmaking,​ it is, along with ​engraving​, the most important technique
for o​ ld master prints,​ and remains widely used today.​ I​ntaglio​ - family
of ​printmaking​ techniques in which the image is incised into a surface, known as the matrix
or plate. Normally, ​copper​ or ​zinc​ plates are used as a surface, and the incisions are created
by e​ tching​, ​engraving​, ​dry point​.
Chromolithography​ is a method for making multi-color ​prints.​ This type of color
printing stemmed from the process of ​lithography,​ and it includes all types of lithography that
are printed in color. When chromolithography is used to reproduce photographs, the term
photo chrom​ is frequently used. Lithographers sought to find a way to print on flat surfaces
with the
Planographic printing​ means printing from a flat surface, as opposed to a raised
surface (as with r​ elief printing)​ or incised surface (as ith i​ ntaglio​ printing). L
​ ithography​ and
offset lithography​ are planographic processes that utilize the property that water will not mix
with oil. The image is applying a t​ usche​ (greasy substance) to a plate or stone. (The term
lithography comes from litho, for stone, and -graph to draw.)use of chemicals instead
of ​relief​ or i​ ntaglio​ printing

MARCOM
What is Marketing Communication?
Marketing communications are those techniques that the company or a business individual
uses to convey promotional messages about their products and services. Experts of
marketing communication design different types of persuasive communication and send it to
the target audience.

What are the Marketing Communication Tools?

There are different tools used to attract the target audience. However, which tool to use
depends on various factors such as geographical location of your target audience, popularity
of your products, etc. Following are the important tools popularly used for marketing
communications −

∙ Pamphlets
∙ Brochures
∙ Emails
∙ Advertisements
∙ Websites
∙ Sales Promotions and Campaign
∙ Exhibitions
∙ Personal Selling
 ∙ Press Release

Why is Marketing Communications Important?

The sole purpose of marketing communications is to increase the volume of sales by
persuasive, informative, and positive messages. Marketing communication provides new
facts through encouraging messages about products/services.

Marketing communications is meant to inform and persuade target audience and reinforce
market credibility.

Marketing Communication Process

Communication simply means passing the information from the sender to the receiver. But
in practice, this is a complex process that involves many other factors. However, Kotler has
given one of the most effective models to define the marketing communication process (see
the following diagram) −
The diagram explains various components − first two components
are ​‘sender’​ and ​‘receiver’​. Second two components are ​‘message’​ and ​‘media.’​ The other
features of this model are ​‘encoding,’​ ​‘decoding,’‘response,’​ and ​‘feedback.’​ And, the last
feature is ​‘noise.’​ Noise is random and other competing messages that more often interfere
with the communication.

This model emphasizes on the major key factors that play an important role in effective
communication. It is imperative to know the market response and your target audience
before you send any message.

Tips of Effective Marketing Communications

Following are the important points that you need to take care of for effective marketing
communications −

∙ Persuasive Message​ − Different customers have different requirements and

expectations; therefore, it is very important to customize your persuasive messages
accordingly.
∙ Design​ − Every medium of communication (such as magazine, newspaper, TV,
digital media, or brochure) has its own design and requirements. Therefore, you need
to plan and design your messages accordingly.
∙ Feedback​ − Must collect feedback from your audience; it will help you improve
your marketing communication.
Marketing Communication Mix
Generally, marketing communication mix is an integrated term that includes personal
selling, direct response marketing, sales promotion, media advertisement, and public
relations. These are the tools associated with strategic activities to communicate with the
target audience.

The following table illustrates the common

he following table illustrates the common platforms of Marketing Communication mix −

Sales Promotion Personal Selling Advertisement Public Relations

Programs Sales meetings Print media Speech

Game, Contest, Sales Presentations Electronic media, Press Release,

Lotteries, Coupons Motion pictures Seminars
etc

Gifts, Sampling Incentive programs Brochures, Booklets, Charitable donations,

Magazines, etc. Lobbying

Exhibition, Trade Exhibition, Trade Billboards, Displays, Sponsorships

shows, Offers shows, Offers etc.

Low interest Brochure, mailing, Logos, Symbols,etc. Publications,

financing etc. Company magazine,
etc.

Rebates Digital shopping Audio & Video Community

materials Relations

Entertainment TV shopping Point-of purchase Events

display
 International Marketing Communications (Promotion)

Media Choices for International Marketing

Marketing communications in ​international markets​ needs to be

conducted with care. This lesson will consider some of the key issues that you
need to take into account when promoting products or services in overseas
markets. There will be influences upon your media choice, cultural issues to be
considered, as well as the media choices themselves – personal selling,
advertising, and others.
Other factors that need to be considered in relation to ​international
marketing communications ​(Promotion) include:
∙ The work ethic of employees and customers to be targeted by
media.
∙ Levels of literacy and the availability of education for the
national population.
∙ The similarity or diversity of beliefs, religion, morality and
values in the target nation.
∙ The similarity or diversity of beliefs, religion, morality and
values in the target nation.
∙ The family and the roles of those within it are factors to take
into account.

Media Choices in International Marketing.

Personal Selling in International Marketing.

Personal selling has a number of pros and cons:

∙ It is beneficial where wages tend to be low, since staffing costs

will be comparatively low.
∙ Where there are many languages, you’ll need trained sales
personnel that can convey your message in specific tongues
(see culture above).
∙ The sales force will need to be supported. Commercial
administration staff will have to take care of sales enquiries,
send out product literature and samples, and make quotations
– often online.
∙ You’ll need to invest time and effort in recruiting, motivating,
organizing and training a local sales force. Recruits will need to
know about products and markets, language and culture, the
location of target segments, customer buyer behaviour – and
that’s just the beginning.
∙ There is a dilemma as to whether to place expatriate
employees into your international target market, or to recruit
locally. Local is best!
∙ Where business etiquette varies from culture to culture, you’ll
need to train your people in what to expect – or recruit
salesmen from the local market.

Advertising in International Marketing.

Advertising has a number of pros and cons:

∙ When considering press advertising try to anticipate the levels

of literacy within the nation in question. Where literacy levels
are lower, perhaps you could use a more visual campaign.
∙ Which language(s) is the press written in?
∙ What is the split between regional and national press in your
target market?
∙ What types of television channels are available? Are they HDD,
digital, analogue, satellite, cable, via the telephone, via a
broadband or ADSL connection?
∙ Which TV channels do our target segments watch?
∙ Is there space on the suitable TV channels when we want it, or
at a price that we can afford?
∙ Where visual communication is paramount, are there suitable
poster locations?
∙ What is the behaviour of the target population in relation to
cinema? For example, Cinema is tremendously popular in India.
∙ Radio has similar issues as TV and press. Which stations do
your target groups listen to – news, sports or music? Is there
space available with the most suitable stations?

Other Media Choices in International Marketing.

Other potential media would include:

∙ Web-based marketing using your own domestic site, or one
developed specifically for the target market. Chinese websites
are very different to Western sites. They are very busy and
every single space is filled with images and text. Affiliate or
pay-per-click advertising may be available.
∙ International tradeshows, trade missions, sponsorship (for
example international sporting events), Public Relations (for
example oil companies) and a variety of other international
marketing communications are available to the international
marketer.
∙ So, to finish, this lesson aimed to summarize the key options
and issues that face the international marketer when dealing
with marketing communications and media choices in
international markets. Of course it is by no means conclusive.

Influences upon International Media Choice.

There are a number of factors that will impact upon choice and availability of
media such as:

∙ The nature and level of competition for marcoms channels in

your target market.
∙ Whether or not there is a rich variety of media in your target
market.
∙ The level of economic development in your target market (for
example, in remote regions of Africa there would be no mains
electricity on which to run TVs or radios).
∙ The availability of other local resources to assist you with your
campaign will also need to be investigated (for example, sales
people or local advertising expertise).
∙ Local laws may not allow specific content or references to be
made in adverts (for example, it is not acceptable to show
naked legs in adverts displayed in Muslim countries).
∙ And of course a lot depends upon the purpose of the
international campaign in the first place. What are your
international marketing communications objectives?
Cultural Issues and International Marketing Communications.

There are a whole range of cultural issues that ​international marketers​need to

consider when communicating with target audiences in different cultures.

Language will always be a challenge. One cannot use a single language for an
international campaign. For example, there are between six and twelve main
regional variations of the Chinese languages, with the most popular being
Mandarin (c 850 Million), followed by Wu (c. 90 million), Min (c. 70 million) and
Cantonese (c. 70 million). India has 22 languages including Assamese, Bengali,
Bodo, Dogri, Gujarati, Hindi, Punjabi, and Tamil to name but a few. Of course
language choice could affect branding choices , and the names of products and
services. Hidden messages and humour would be especially tricky to convey.
Famous examples include the Vauxhall Corsa, which was called the Nova in the
United Kingdom – of course No Va! Would not be an acceptable name in
Spanish. A similar problem was left unaddressed by Toyota, with their MR2 in
France (think about it!).

Design, symbolism and aesthetics sometimes do not transcend international

boundaries. For example Japanese aesthetics sometimes focus upon taste and
beauty. Also look at Japanese cars from the front – they have a smiling face.

The manner in which people present themselves in terms of dress and

appearance changes from culture to culture. For example in Maori culture,
dress plays a central role with everyday clothing differing greatly from
ceremonial costume. Whereas in Western business-culture the standard
‘uniform’ tends to be a conservative collar and tie