Bangalore Institute Of Management Studies

Sub:- Advertising and Media Management

Unit 3 :- Advertising Planning

What is advertising program

An advertising program is a strategic plan developed by a company or organization to

promote its products, services, or brand to its target audience. It typically involves
identifying the target audience, setting objectives, selecting appropriate advertising
channels (such as TV, radio, print, online, social media), creating compelling ad
content, and evaluating the effectiveness of the advertising efforts. The goal is to
attract, inform, and persuade potential customers to purchase products or engage with
the brand.

How we plan and management creative strategies :-

⚫ Understand the Audience:

✓ Research and analyze the target audience demographics, preferences, behaviors,

and needs.
✓ Develop buyer personas to represent different segments of the audience.

⚫ Set Clear Objectives:

✓ Define specific, measurable, achievable, relevant, and time-bound (SMART)

goals for the advertising campaign.
✓ Objectives could include increasing brand awareness, driving website traffic,
generating leads, or boosting sales.

⚫ Research and Inspiration:

✓ Conduct market research to understand industry trends, competitor strategies, and

consumer insights.
✓ Seek inspiration from successful campaigns within and outside the industry for
creative ideas.
⚫ Develop a Creative Brief:
✓ Create a document outlining the key details of the campaign, including
objectives, target audience, messaging, tone, key benefits, and any mandatory
elements.
✓ Ensure all stakeholders are aligned on the creative brief.

⚫ Brainstorming and Ideation:

✓ Gather a diverse team of creative professionals, including copywriters, designers,

and strategists.
✓ Brainstorm ideas and concepts that align with the creative brief and resonate with
the target audience.
✓ Encourage open communication and collaboration to generate innovative
solutions.

⚫ Concept Development:

✓ Select the most promising ideas from the brainstorming session.

✓ Develop these concepts further into fully fleshed-out advertising campaigns,
considering various mediums and channels.

⚫ Creative Execution:

✓ Create compelling visuals, copy, and multimedia elements that bring the chosen
concepts to life.
✓ Ensure consistency in messaging, branding, and tone across all creative assets.

⚫ Review and Feedback:

✓ Share the creative work with stakeholders for review and feedback.
✓ Incorporate any necessary revisions based on feedback while staying true to the
campaign objectives and creative brief.

⚫ Testing and Optimization:

✓ Conduct A/B testing or pilot studies to gauge the effectiveness of different

creative elements.
✓ Use analytics tools to track performance metrics and identify areas for
improvement.

⚫ Launch and Monitor:

✓ Launch the advertising campaign across selected channels and mediums.

✓ Monitor its performance closely, making adjustments as needed to optimize
results.
✓ Stay agile and responsive to changing market dynamics and consumer feedback.

⚫ Evaluation:

✓ Evaluate the campaign's success against the predefined objectives.

✓ Analyze key performance indicators (KPIs) such as reach, engagement,
conversions, and return on investment (ROI).
✓ Identify lessons learned and areas for improvement to inform future creative
strategies.
By following these steps, you can effectively plan and manage creative strategies for
advertising campaigns.

Creative approaches

1. Humor:

Using humor can capture attention and create a positive association with the brand. It
can make the ad memorable and shareable.

2. Emotion:

Evoking emotions such as happiness, sadness, nostalgia, or empathy can connect with
viewers on a deeper level and leave a lasting impression.

3. Storytelling:

Crafting a narrative around the product or brand can engage audiences and make the
message more relatable and memorable.

4. Surprise/Suspense:

Unexpected twists, surprises, or suspenseful storytelling can intrigue viewers and

keep them engaged until the end of the ad.

5. Celebrity Endorsements:

Leveraging the popularity and influence of celebrities or influencers can help boost
credibility and appeal to the target audience.

6. User-Generated Content (UGC):

Encouraging customers to create and share their own content related to the brand or
product can foster a sense of community and authenticity.

7. Interactive Elements:

Incorporating interactive elements such as quizzes, polls, or games can increase

engagement and make the ad experience more immersive.

8. Visual Metaphors:

Using creative visuals or metaphors can communicate complex ideas or benefits in a

simple and memorable way.

9. Shock Value:

Provocative or controversial content can grab attention and spark conversation, but it
should be used judiciously and in line with the brand's values.
10. Cultural Relevance:

Tapping into current events, trends, or cultural references can make the ad feel timely
and resonate with the target audience.

11. Minimalism:

Embracing simplicity and minimalistic design can help focus attention on the core
message or product benefits.

12. Personalization:

Tailoring the ad content to individual preferences or behaviors can enhance relevance

and increase engagement.

13. Nostalgia:

Leveraging nostalgia by tapping into fond memories or retro aesthetics can evoke
positive emotions and create a sense of familiarity.

14. Visual Effects/Technology:

Incorporating cutting-edge visual effects or technology, such as augmented reality

(AR) or virtual reality (VR), can create immersive and memorable experiences.

These creative approaches can be combined or adapted based on the brand, target
audience, objectives, and advertising medium to create impactful and effective
campaigns.

How we build the advertising program

Building an advertising program involves several key steps. Here's a comprehensive

guide on how to build one:

⚫ Define Objectives:

Start by clearly defining the objectives of your advertising program. What do you aim
to achieve? Whether it's increasing brand awareness, driving sales, or promoting a
new product, make sure your objectives are specific, measurable, achievable,
relevant, and time-bound (SMART).
⚫ Identify Target Audience:
Understand who your target audience is. Conduct market research to gather
demographic information, psychographic data, and insights into their behaviors,
preferences, and needs.
⚫ Select Advertising Channels:

Determine which advertising channels are most appropriate for reaching your target
audience. Consider traditional channels such as TV, radio, print, outdoor, as well as
digital channels like social media, search engines, websites, and mobile apps.

⚫ Set Budget:

Allocate a budget for your advertising program based on your objectives, target
audience, and selected advertising channels. Consider factors such as ad placement
costs, production expenses, and any additional fees or contingencies.
⚫ Develop Messaging and Creative Assets:
Craft compelling messaging and creative assets that resonate with your target
audience and communicate your brand message effectively. This may include
copywriting, graphic design, video production, and other creative elements.
⚫ Create a Media Plan:
Develop a media plan outlining the specific tactics and strategies for deploying your
advertising across chosen channels. Consider factors such as timing, frequency, reach,
and targeting options.

⚫ Implement the Campaign:

Execute your advertising campaign according to the media plan. Monitor the
deployment of ads across different channels, ensuring they are delivered effectively
and on schedule.

⚫ Monitor and Measure Performance:

Track the performance of your advertising program using relevant metrics and key
performance indicators (KPIs). This may include metrics such as reach, impressions,
click-through rates, conversion rates, return on investment (ROI), and brand lift.

⚫ Optimize and Adjust:

Continuously monitor the performance of your advertising program and make

adjustments as needed to optimize results. This may involve tweaking messaging,
adjusting targeting parameters, reallocating budget, or exploring new advertising
channels.

⚫ Evaluate and Learn:

After the campaign concludes, evaluate its overall effectiveness against the defined
objectives. Identify what worked well and areas for improvement. Use these insights
to inform future advertising efforts and refine your advertising strategy over time.
⚫ Iterate and Evolve:

The advertising landscape is constantly evolving, so it's important to stay agile and
adaptable. Continuously iterate on your advertising program, incorporating new
trends, technologies, and consumer insights to stay ahead of the competition and drive
success.

By following these steps, you can build a comprehensive and effective advertising
program that helps you achieve your business objectives and connect with your target
audience effectively.

Advertising appeals

Advertising appeals are the techniques used to attract the attention of consumers and
persuade them to take action or make a purchase. Here are some common advertising
appeals:

⚫ Emotional Appeal:-Appeals to emotions such as love, fear, joy, sadness, or

nostalgia to create a connection with the audience. Emotional advertising can be
powerful in eliciting a response and building brand loyalty.

⚫ Rational Appeal:-Focuses on logical arguments, facts, and reasoning to persuade

consumers based on the product's features, benefits, and value proposition.
Rational appeals appeal to the consumer's intellect and decision-making process.

⚫ Fear Appeal:-Highlights potential negative consequences or risks associated

with not using the product or service. Fear appeals aim to create a sense of
urgency and motivate consumers to take action to avoid undesirable outcomes.

⚫ Humor Appeal:-Uses humor and wit to entertain and engage consumers, making
the ad memorable and shareable. Humorous ads can create a positive association
with the brand and foster brand recall.

⚫ Scarcity Appeal:-Emphasizes limited availability or scarcity of the product to

create a sense of urgency and encourage immediate action. Scarcity appeals
leverage the fear of missing out (FOMO) to drive sales.

⚫ Bandwagon Appeal:-Suggests that using the product or service is popular or

socially desirable, tapping into the consumer's desire to fit in or be part of a trend.
Bandwagon appeals capitalize on social proof and peer influence.

⚫ Testimonial Appeal:-Features endorsements or testimonials from satisfied

customers, celebrities, experts, or influencers to build credibility and trust in the
product or brand. Testimonial appeals leverage the authority and influence of
third-party endorsements.
⚫ Emotional Scarcity Appeal:-Combines emotional and scarcity appeals by
highlighting the emotional benefits of the product or service while also
emphasizing its limited availability. Emotional scarcity appeals create a sense of
urgency and emotional desire for the product.

⚫ Patriotic Appeal:-Associates the product or brand with national pride,

patriotism, or cultural identity to evoke positive emotions and foster brand
loyalty. Patriotic appeals are often used in advertising around holidays or national
events.

⚫ These advertising appeals can be used individually or in combination to create

persuasive and compelling ad campaigns that resonate with the target audience
and drive desired outcomes.

What is advertising layout

Advertising layout refers to the arrangement and design of elements within an

advertisement. It includes the placement of text, images, logos, and other visual
elements in a way that effectively communicates the message and attracts the
attention of the target audience. A good layout should be visually appealing, easy to
understand, and aligned with the brand's identity and marketing objectives.

How to design and produce advertisement

⚫ Define Objectives: Clearly outline the goals and objectives of the advertisement.
Determine what you want to achieve, whether it's increasing brand awareness,
driving sales, or promoting a specific product/service.

⚫ Know Your Audience: Understand your target audience's demographics,

preferences, and needs. Tailor your message and design to resonate with them.

⚫ Craft Compelling Message: Develop a clear and concise message that highlights
the benefits of your product or service. Use persuasive language to grab attention
and compel action.

⚫ Choose the Right Medium: Select the most suitable advertising medium based
on your target audience and budget. Options include print, online, social media,
radio, television, outdoor, etc.

⚫ Design Layout: Create a visually appealing layout that incorporates your

message and brand identity. Consider factors like font choice, color scheme,
imagery, and overall composition. Ensure the layout guides the viewer's eye in a
logical flow.
⚫ Create Eye-Catching Visuals: Use high-quality images, graphics, and/or videos
that grab attention and reinforce your message. Ensure visuals are relevant to
your product/service and appeal to your target audience.

⚫ Include Call-to-Action (CTA): Clearly instruct the audience on what action to

take next, whether it's visiting a website, making a purchase, or contacting for
more information. Make the CTA prominent and compelling.

⚫ Proofread and Edit: Review the advertisement for any spelling or grammatical
errors. Ensure all information is accurate and consistent with your brand's tone
and style.

⚫ Test and Iterate: If possible, conduct A/B testing or gather feedback from a
focus group to evaluate the effectiveness of your advertisement. Use insights to
make improvements and iterate on future campaigns.

⚫ Production and Distribution: Once finalized, produce the advertisement in the

desired format(s) and distribute it through chosen channels. Monitor its
performance and adjust as needed to maximize results.

⚫ Measure Results: Track key metrics such as reach, engagement, conversions,

and ROI to assess the advertisement's effectiveness. Use data insights to inform
future advertising strategies.

By following these steps, you can design and produce an effective advertisement that
resonates with your target audience and achieves your marketing objectives.

What is advertising budget

An advertising budget is the amount of money allocated by a business or organization

for promotional activities and campaigns aimed at promoting its products, services, or
brand. It represents the financial resources dedicated to advertising efforts within a
specific period, such as a month, quarter, or year. The budget typically includes
expenses related to creating advertisements, purchasing media space or airtime, and
other associated costs such as agency fees, production costs, and promotional
materials. Setting an advertising budget involves considering factors such as the
company's overall marketing goals, target audience, competitive landscape, and
available resources.

Nature and methods of advertising appropriation :-

 Nature of Advertising Appropriation:

⚫ Strategic Allocation: Advertising appropriation involves strategically allocating
financial resources to various advertising activities and campaigns to achieve
specific marketing objectives.

⚫ Budgeting Process: It's a part of the overall budgeting process of a company or

organization, where funds are earmarked for advertising purposes based on
factors like projected sales, market share goals, and competitive analysis.

⚫ Flexible Yet Structured: While advertising budgets are typically set annually,
they often allow for flexibility to adjust spending based on changing market
conditions, campaign performance, and other factors.

⚫ Investment in Brand Building: Advertising appropriation is viewed as an

investment in brand building, customer acquisition, and revenue generation rather
than a mere expense.

 Methods of Advertising Appropriation:

⚫ Percentage of Sales: This method involves allocating a fixed percentage of past

or projected sales revenue towards advertising. For example, a company might
allocate 5% of its annual sales revenue to advertising.

⚫ Objective and Task: Under this method, advertising budgets are determined
based on specific marketing objectives and the tasks required to achieve them.
Costs associated with each task are estimated, and the total budget is the sum of
these costs.

⚫ Competitive Parity: In this approach, companies set their advertising budgets to

match or exceed the advertising expenditures of their competitors. The rationale
is that maintaining a similar level of advertising spend helps prevent loss of
market share.

⚫ Affordability: This method involves allocating funds for advertising based on

what the company can afford after covering other operational expenses and
desired profit margins. It's often used by small businesses with limited financial
resources.

⚫ ROI-Based: Increasingly popular, this method involves allocating advertising

funds based on the expected return on investment (ROI) from each advertising
channel or campaign. Budgets are adjusted based on past performance and
projected returns.

⚫ Media Planning: Sometimes, advertising appropriation is determined based on

media planning, where budgets are allocated to specific advertising channels
(e.g., TV, radio, online) based on factors like audience reach, cost-effectiveness,
and advertising objectives.
By understanding the nature and employing appropriate methods of advertising
appropriation, companies can effectively allocate resources to maximize the impact of
their advertising efforts and achieve their marketing goals.

Art of copywriting in advertising

The art of copywriting in advertising involves crafting compelling and persuasive

messages to grab attention, evoke emotion, and ultimately drive action. It's about
understanding your audience, conveying your brand's unique value proposition, and
using language creatively to inspire engagement and conversion. It's a blend of
psychology, creativity, and strategic communication.

Guidelines for copywriting in advertising :-

⚫ Know Your Audience: Understand who you're speaking to and tailor your
message accordingly.
⚫ Focus on Benefits: Highlight how your product or service solves a problem or
improves lives.
⚫ Be Clear and Concise: Use simple language and avoid jargon to ensure clarity.
⚫ Create a Compelling Headline: Grab attention and spark curiosity right from the
start.
⚫ Use Persuasive Language: Appeal to emotions, desires, and needs to persuade
your audience.
⚫ Showcase Unique Selling Proposition (USP): Clearly communicate what sets
your brand apart from competitors.
⚫ Incorporate Calls to Action (CTAs): Prompt the audience to take the desired
action, whether it's making a purchase, signing up, or contacting you.
⚫ Maintain Consistency: Ensure your copy aligns with your brand voice and
messaging across all channels.
⚫ Test and Iterate: Experiment with different approaches and analyze results to
continually refine your copywriting strategies.
⚫ Keep it Legal: Avoid making false claims or misleading statements, and comply
with advertising regulations and guidelines.

⚫ These guidelines can help you craft effective and impactful copy that resonates
with your audience and drives results.

➢ Copywriting for print

When it comes to copywriting for print, here are some specific pointers:

⚫ Headlines Matter: Grab attention with catchy headlines that draw readers in and
make them want to learn more.
⚫ Clarity is Key: Be concise and clear in your messaging since print space is
limited. Get straight to the point.

⚫ Visual Appeal: Work closely with designers to ensure your copy complements
the overall design of the print material.

⚫ Highlight Benefits: Focus on the benefits of your product or service rather than
just listing features.

⚫ Use Power Words: Incorporate persuasive language to evoke emotions and

persuade readers to take action.

⚫ Call to Action: Include a clear and compelling call to action that tells readers
what you want them to do next.

⚫ Proofread: Double-check your copy for spelling and grammar errors since print
materials are permanent once published.

⚫ Know Your Format: Understand the specific requirements and constraints of the
print medium you're working with, whether it's a magazine ad, flyer, brochure, or
billboard.

⚫ Consider Audience Behavior: Keep in mind how people typically engage with
print materials and tailor your copy accordingly.

⚫ Test and Learn: Experiment with different headlines, messaging, and formats to
see what resonates best with your audience.

By following these guidelines, you can create compelling print copy that effectively
communicates your message and drives engagement.

Copywriting for audio,tv and outdoor

Certainly! Here are some tailored guidelines for copywriting in audio, TV, and
outdoor advertising:

Audio Advertising:

➢ Focus on Sound: Since you're limited to audio, make the most of sound effects,
music, and voice modulation to create a captivating atmosphere.
➢ Use Vivid Descriptions: Paint a vivid picture with your words to engage
listeners' imaginations.
➢ Keep it Short: Be concise and get to the point quickly, as attention spans are
shorter in audio format.
➢ Repeat the Key Message: Reinforce your main message throughout the ad to
increase retention.
➢ Consider the Listener's Context: Tailor your message to the context in which it
will be heard, whether it's during a podcast, radio program, or streaming service.

TV Advertising:

➢ Visual Storytelling: Capitalize on the visual medium by telling a compelling

story through imagery and motion.
➢ Emphasize Emotion: Use visuals and music to evoke emotion and create a
memorable experience for viewers.
➢ Capture Attention Early: Hook viewers within the first few seconds to prevent
them from changing the channel or skipping the ad.
➢ Simplify Messaging: Keep your message simple and easy to understand, even
without sound, as many viewers may watch with the sound off.
➢ Brand Integration: Seamlessly integrate your brand into the storyline or
imagery to ensure it's memorable and associated with the ad.

Outdoor Advertising (Billboards, Posters, etc.):

➢ Big and Bold: Use large, clear fonts and bold imagery that can be easily seen
from a distance.
➢ Keep it Simple: With limited time for viewers to take in the message, stick to a
single, clear message or call to action.
➢ Consider Location: Tailor your message to the specific location where the
outdoor ad will be displayed and the audience likely to see it.
➢ Visual Impact: Use striking visuals and colors to grab attention and make your
ad stand out from its surroundings.
➢ Include Contact Information: If relevant, include contact information such as a
website or phone number that viewers can easily remember or jot down.

By following these guidelines, you can create effective copy for audio, TV, and
outdoor advertising that resonates with your target audience and drives desired
outcomes.