ADVERTISING

In modern times advertising prevails in all 1. Advertising informs the customers about
areas of human life. It has acquired the distinction of product attributes. It can help to sell products, by
being the most visible and glamorous method of giving information – what product is, what it does,
marketing communication. Advertising constitutes where it can be found etc. It informs possible
one of the four components of a firms promotion customers of what is an offer, and persuades them to
mix, which in turn forms an integral element of the buy the goods.
firms marketing mix. The task involved in
advertising is complex and its management requires 2. In the case of new products, it can begin to
systematic decision making. develop a reputation for the product and to the
Company. In modern market conditions, where the
Advertising is an impersonal mass selling and differences between competing products are fairly
communication method. It makes use of various marginal, an established reputation can make the
types of media to reach the target public in short difference between market leader and others. If we
time. Being persuasive in nature, advertising broadly look at the brands which have been successful for 30,
aims in gaining exposure, creating awareness and 40 or 50 years like Bajaj, Lux, Colgate etc, they have
changing attitudes of customers in favor of sponsors been continuously advertised.
products.
3. Advertising is a weapon of competition as
Advertising can be defined as any paid form of non- well as merely a way of achieving sales. It helps in
personal presentation and promotion of ideas, goods distinguishing one brand from its competitors, it can
or services by an identified sponsor. Norman. A. Hart affect consumer preferences and tastes and can
says that “ advertising is the action of calling differentiate product from competitive offerings.
something to the attention of the public, especially by
paid announcements. 4. Even in competitive markets, advertising is
used as a way of reminding customers that the brand
People have for centuries communicated their ideas exists and retaining their confidence in it ability to
and their needs to one another through meet their needs. It can also keep the product in
advertisements. They have engaged in a wide range customers mind during off seasons. For example
of social and economic activities through advertising. most of the COCA-COLA ads, and ads of FEVICOL
Government communicate with people, politicians are designed primarily to remind primarily people
with their constituents , corporations with their share about these products.
holders, employers announce job opportunities and
persuade people to come to them. 5. Advertising affects the economy also. It can
encourage economic growth, investments and jobs. It
maintains competition by informing customers. In
that way it can even brake monopoly.
IMPORTANCE AND OBJECTIVES.
6. The effect of advertising on the Co, and
A look back in to history will reveal many industry are also very high. Advertising can provide
examples of products being offered for sale from the increasing return and will reduce marketing risk and
early days of printing: indeed Romans and Greeks uncertainty. It can provide free information and can
placed their messages and signs outside the shops to even serve as a tool for quality control.
give some indication of the trade being carried on
there. Advertising has an indispensable place for 7. Advertising can support and motivate
itself in the marketing mix of a firm. Advertising is distributors. In many cases from car to electronic
likely to make greater contribution when buyer equipments, the advertisement will often include lists
awareness is minimal and when the product has of stores or dealers selling the products, to make sure
features normally not observable to the buyer. that the prospective customers can find them.

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8. Advertising provides a revenue for the media; 4. Profit Maximisation : True advertising does not
and the entertainment and informational value of attempt at maximising profits by increasing the cost
advertising is also important. Government and but by promoting the sales. This way It won‟t lead to
various social institutions and groups also make use increase the price of the product. Thus, it has a higher
of advertising, to raise issues, influence ideas, affect sales approach rather than the higher-cost approach.
legislation or even to protect the animals and forests.
5. Non-Personal Presentation : Salesmanship is
9. Advertising also helps to eliminate the seasonal personal selling whereas advertising is non-personal
fluctuations in sales, makes the product known in character. Advertising is not meant for anyone
widely, keep a steady demand and even to appoint individual but for all. There is absence of personal
best available employees. appeal in advertising.

10. Research : Advertising stimulates research and 6. Identified Sponsor : A sponsor may be an
development activities. Advertising has become a individual or a firm who pays for the advertisement.
competitive marketing activity. Every firm tries to The name of reputed company may increase sale or
differentiate its product from the substitutes available products. The product gets good market because of
in the market through advertising. This compels its identity with the reputed corporate body.
every business firm to do more and more research to
find new products and their new uses. If a firm does 7. Consumer Choice : Advertising facilitates
not engage in research and development activities, it consumer choice. It enables consumers to purchase
will be out of the market in the near future. goods as per their budget requirement and choice.
Right choice makes consumer happy and satisfied.
11. Education of People : Advertising educate the
people about new products and their uses. 8. Art, Science and Profession : Advertising is an art
Advertising message about the utility of a product because it represents a field of creativity. Advertising
enables the people to widen their knowledge. It is is a science because it has a body of organised
advertising which has helped people in adopting new knowledge. Advertising is profession is now treated
ways of life and giving-up old habits. It has as a profession with its professional bodies and code
contributed a lot towards the betterment of the of conduct for members.
standard of living of the society. 9. Element of Marking Mix : Advertising is an
FEATURES OF ADVERTISING important element of promotion mix. Advertising has
proved to be of great utility to sell goods and
1. Communication : Advertising is means of mass services. Large manufactures spend crores of rupees
communication reaching the masses. It is a non- on advertising.
personal communication because it is addressed to
masses. 10. Element of Creativity : A good advertising
campaign involves lot of creativity and imagination.
2. Information : Advertising informs the buyers When the message of the advertiser matches the
about the benefits they would get when they purchase expectations of consumers, such creativity makes
a particular product. However, the information given way for successful campaign.
should be complete and true.

3. Persuasion : The advertiser expects to create a

favourable attitude which will lead to favourable ROLE OF ADVERTISING IN MARKETING MIX
actions. Any advertising process attempts at Marketing mix consist of four important variables of
converting the prospects into customers. It is thus an marketing, i.e. 4Ps-Product, Price, Promotion and
indirect salesmanship and essentially a persuasion Place. Apart from the traditional 4 Ps, there are also
technique other variables, i.e. Packaging, Postion, etc.
Advertising is an element of promotion. However, it

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not only assists in promoting the product, but also advertising the marketer can convey the positioning
affects the other variables of marketing mix. This can of the brand and accordingly can influence the
be explained as follows buying decision of the target audience.

1. Advertising and Product : A product is normally a ADVERTSING MANAGEMENT.

set of physical elements, such as quality, shape, size,
colour and other features. Buyers must be informed The field of advertising management is made up of a
and educated on the various aspects of the product. system of interacting organizations and institutions,
This can be effectively done through advertising. all of which play an important role in the advertising
process. Advertising management is heavily focused
2. Advertising and Price : The price is the exchange on the analyses, planning and decision making
value of the product. Advertising can convince activities of the advertiser. He provides the overall
buyers regarding the superiority of the brand and thus managerial direction and financial support for the
its value for money. Alternatively when a firm development of advertising and the purchase of
offers a low price products the job of advertising media time and space. The focus point is the
needs to stress the price advantage by using hard development of an advertising program or plan for
hitting copy. Thus advertising plays the role of the advertiser. The development and management of
conviction and persuasion. an advertisement campaign associated with the
advertisers brand, product or service thus constitutes
3. Advertising and Place : Place refers to physical the major point of advertising management.
distribution and the stores where the goods are
available Marketer should see to it that the goods are
available at the convenient place and that too at the
right time when the buyers need it. To facilitate Advertising management mainly includes :-
effective distribution and expansion of market, 1. Setting advertising objectives
advertising is of great significance.
2. Determining advertising budget
4. Advertising and Promotion : Promotion consists of
advertising, publicity, personal selling and sales 3. Developing advertising copy and message
promotion technique. Every seller needs effective
4. Selecting and scheduling media, and
promotion to survive and succeed in this competitive
business world. Advertising can play a significant 5. Measuring advertising effectiveness.
role to put forward the claim of seller, and to counter
the claims of competitor. Through effective
advertising, sellers can face competition and also
1. SETTING ADVERTISING OBJECTIVES.
help to develop brand image and brand loyalty.
Advertising is a management function. Like other
5. . Advertising and Packaging : The main purpose management functions, advertising must also have
of packaging is protection of the product during some objectives. The main and common objective of
transit, and preservation of quality and quantity. advertising is to increase sales and profits of the
Nowadays, marketers take lot of efforts to develop business. In order to achieve this common objective,
and design attractive packages as they carry there are so many other objectives. Some objectives
advertising value. A creatively design package attract are common to all firms while some others are
the attention of the customers. It also carries an specific which are different for different firms.
assurance of quality and creates confidence in the
minds of customers to buy the product.
An advertisement is either good or bad in its ability
7. Advertising and Positioning : Product positioning
to achieve its objectives. Though advertising is
aims at creating and maintaining a distinct image of
largely informative and persuasive in nature, yet to
the brands in the minds of the customers. Through
do a good job, the objectives of each advertising
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campaign need to be clearly spelt out in measurable personnel is the design of the COPY and LAYOUT.
terms, in order to focus clearly on the target audience The success of advertisement rests heavily on its
, and on the time period over which these are to be preparation and presentation. The preparation part of
achieved. advertisement is concerned with the element which
are to be included in the advertisement copy, writing
Advertising objectives are more or less specific the copy, selecting illustrations, headings, slogans
statements of what is to be achieved by advertising. etc, and preparing layout. Production of right type of
In the process of setting the objectives, various advertisement is highly essential in order to convey
elements such as sales, target segments etc are the message to whom it is intended. Creative
considered by the management. In an effort of setting personal including artists, art directors, and copy
advertising objectives, Russel.H.Colley propounded writers must design an approach to the
DAGMAR ( Defining Advertising Goals for communication of the messages that carry
Measured Advertising Results.) approach to predetermined advertising objectives.
advertising planning and included a precise method
for turning advertising objectives in to specific Meaning.
measurable goals; against them the performance can
be measured. It has defined an advertising goal as a Copy is the heart, blood, an intellect of advertising.
specific communication task. The copy can be defined s “all the written and spoken
materials in it, including the main body, headlines,
There was a big criticism of the approach and subheads and all other printed elements such as
DAGMAR MOD 11 was developed as an picture, captions, slogans, brand names, advertisers
improvement over DAGMAR Approach. name etc.” in other words copy is the reading matter,-
the words- in an advertisement.

Advertisement copy explains the central idea of an

Advertising objectives serve several functions in
advertisement. All the planning, research and
modern management.
expense would go waste, if proper care is not taken to
1. They serve as communication and Co- draft a copy that will achieve the purpose of
ordination device. They provide the vehicle by which advertising. Its main purpose is to influence the
the advertiser, the advertising agency and other attitudes and actions of buyers so that it results in
creative team communicates. more purchases by them and greater sales volumes
for the advertisers. A carefully drafted copy can call
2. They provide a criterion for decision making. attention, create interest, produce desire and lead the
If two or more alternative campaigns are generated, prospect to action.
one must be selected, and this selection process is
usually based on the objectives. FEATURES OR QUALITIES OF GOOD
AVERTISEMENT COPY.
3. Objectives also helps to evaluate the results of
advertising. They serve as a standard for measuring The importance of a good advertisement copy can
the performance. hardly be over emphasized. All the planning,
research and expenses would go waste, if proper care
ADVERTISEMENT COPY WRITING. is not taken in drafting an advertisement copy.
JAMES HUNTER says that “ the aim of
Advertising is both art and science. The science of
advertisement copy is that, it shall be seen, read the
advertising is the analytical part, which include
message conveyed, and then acted upon.”
setting goals, deciding strategy, etc. But creating
actual advertising is a very different process and that An advertisement copy which fails in attracting the
is an art. attention of the prospects and creating an urge in
their minds for possessing the product will naturally
After becoming familiar with the product and its
be of no use, though large sum has been spent.
characteristics, the next task before the creative
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A good advertisement copy ; Prices should not be quoted on the advertisement
copy except when they are very low as in clearance
1. Must make people see it, sale or special offers.
2. Must make people read it. E. REPLY COUPONS.
3. Must make people understand it, Reply coupons inserted in an advertisement in an
4. Must make people believe it, and unusual setting are yet another way of attracting
attention of readers.
5. Must make people wan your product.
2. SUGGESTIVE VALUE.
Characteristics / features of a good copy
Once the advertisement is able to attract the attention
Prof. R.S.Davar, in his book “Advertising and of the prospects, the next task is to offer a suggestion
salesmanship” has pointed out the following features about the use and the utility of the product. This
of a good copy. creates a permanent impression in the minds of the
reader. For a long lasting impression, simple slogans
1. ATTENTION VALUE.
and pointed suggestions about the product can be
The advertisement copy should at least attract the used. Similarly repetition of the slogans, suggestions
attention of the potential customers, because it is the can also be made in order to create a permanent
first step in selling process. There fore the copy impression on the prospects. It may so happen that
should be so designed and displayed which will draw the message remains in their mind even though they
the attention of even the most casual reader. Only a have forgotten about the place of the advertisement.
well planned, suitably drafted and attractively
designed copy can attract the attention of readers.
Several devises can be used to make the copy 3. MEMORISING VALUE.
attractive.
The advertising copy should be so drafted and laid
A. USE OF PICTURES. out that the product will remain in the memory of the
readers. Repetition of advertisement with slogans is
Pictures have the immense display and attention
an effective method of creating memorizing value.
value. A good sketch or photograph, if appropriately
Pictures, photographs, trade marks, bran names etc
used can attract the attention of readers. Several
have considerable amount of memorizing value.
devises can be used to make the copy attractive.
There fore the trade mark and the brand name should
B. USE OF DISPLAY TYPE OR HEADING. Use of be advertised at regular intervals. LUX, SURF etc
appropriate heading enhance the value of an have become household words only through repeated
advertisement copy to a great extent. To invite advertisements.
attention, the heading should be brief an meaningful,
and should be printed in bold display types. The
headline should generally, be in the form of a 4. CONVICTION VALUE.
‘slogan’ or ‘query’ that will compel the attention of
the reader. An advertisement copy can prove effective and
achieve the desired end when suggestion contained in
C. BOARDER etc. it is backed by convincing agreements. It should not
just tell plainly that a product is available. On the
Attractive boarder can be used to compel the
other hand, the advertisement copy should never try
attention of the readers. The boarder must have a
to make use of bombastic words and high promises.
distinctive look so as to separate it from the rest of
It should remain within these two extremes. In other
the setting.
words a good advertisement copy should be able to
D. PRICE QUOTATION. convey o the readers every thing they want to know
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about the product , their competitors, and above all, and ultimately purchase them. There fore the
the reasons why the consumer should prefer the advertisement copy should be able to appeal to one or
advertised goods. Therefore an ideal copy of the more of the human instincts. This enables to get the
advertisement naturally makes an appeal to the desired results of the advertisements.
readers by clearly stating the outstanding features of
the product. By the use of simple arguments and Some of the common human instincts are self
convincing language in the advertisement, the preservation, self display, parental etc. the copy of
confidence of the readers can be won and their belief advertisement should be so designed that it is
on a prouct can be confirmed. directed towards any of these instincts.

5. SENTIMENTAL VALUE. The following are the basic instincts which an

advertiser should keep in his mind.
Sentiments play a very important role in advertising.
Sentiments reflect the personal feelings and attitudes
of an individual towards various things. They A. Self Preservation Instinct.
indicates reaction of a person in favor or against a
particular product. These sentiments also indicate the Many of our thoughts and actions are inspired by our
personal liking, disliking, and choice towards a anxiety to preserve our person, our health, family and
particular product. Though it is not possible to create belongingness. The sale of products like medicines,
an advertisement copy which will appeal to the clothes etc may be promoted by an appeal to this.
sentiment of one and all, but the copy should be such
B. Parental Instinct.
that it catches the most common sentimental values
of a number of prospects. Patriotism, good quality, It takes the form of love and affection for the
price reduction etc are some of the common children. Those advertisers who deal in children’s
sentiments. For example, “Be Indian, Buy Indian” requirements like garments, toys, baby food etc may
appeal is directed towards national sentiments of the promote this instinct in parents.
people.
C. Self Display Instinct.
6. EDUCATIVE VALUE.
This type of instinct is promoted by the advertisers of
A good copy of advertisement must possess ready made clothing, women’s dress, jewelry etc.
educative value because the object of modern
advertising is not merely to satisfy the existing D. Something for Nothing Instinct.
demand, but to create future demand. In order to
Every body has a desire to get some thing free. An
create and extend demand, the customers need to be
advertisement copy that contains an offer of a price
educated about new products and their use and new
or a gift is likely to tempt quite a many of the
uses of existing products. A good advertising copy is
customers.
of great help in this regard. The copy not only creates
and extends demands of products but also helps to On the basis of the above instincts, the following
make a change in taste and habit of people by themes or central ideas may be laid down for
educating them. advertisement copies.

7. INSTINCT APPEAL VALUE.

There are some instincts behind every human thought 1. Pride :- This can be used to popularize luxury
and action. These are the underlying or hidden forces articles.
which compel or induce people to act in a certain
way. The most important function of an 2. Beauty :- This is used for cosmetics,
advertisement copy is to induce, persuade and perfumes etc.
motivate the prospects to think about the products

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3. Health :- In drugs and food product 13. Interesting : A copy should be interesting-
advertisements. provoking. It must stimulate the readers‟ curiosity to
read the message. The reader should himself decide
4. Economy :- This is that central theme in to read the message in detail.
advertisements of clearance sales or bargain
purchases. Thus a good advertisement copy must possess the
above qualities to make it an ideal advertisement.
5. Fear:- Themes stressing the fear of death,
accidents, loss etc are generally used by insurance
CO’s.
CLASSIFICATION OF COPY.

It is true that the copy writing is an art and the copy

8. SIMPLICITY. writer has a very important role to play in advertising
creativity. There are various styles in which a copy
The language of the advertisement copy should be as can be prepared.
simple as possible. In fact, a good
1. EDUCATIONAL COPY.
Copy should use simple , short and understandable
words and sentences so that even the casual reader is The object of this copy is to educate the prospects
able to get the messages without any difficulty. properly about the uses of the product or a class of
products. When a new product is produced, the
producer has to introduce the product in the market.
9. HONESTY The introduction should be made in such a manner
that the products get a warm welcome by the
An advertisement copy must be truthful. There customers. The educational copy, thus indicates the
should not be any kind of omission, specialties of the product, their uses, benefit, and
misrepresentation, or misleading facts. Other wise some times new product is compared with the
the confidence of the buyers will be shaken and there existing ones. Even for existing products, when new
is very possibility that the buyers may react methods of use are discovered or improvements are
adversely. made upon the existing products, the new methods,
structure, size, utility should be brought to the notice
10. ENTHUSIASTIC.
of the prospects. This copy is responsible for
The advertisement copy is nothing, but salesman’s maintaining the demand for existing products.
talk in a written form. Thus the copy should convey
Thus educational copy may be of two types; i.e .,
the message of the product to the customers—what
introductory - which is meant to introduce a product
they want to know about the product -- just like a
and missionary -- which propagate about existing or
salesman. In order to create interest in the mind of
improved products.
the readers, the advertisement copy should deal with
their problems and likings. By this the reader feel 2. INSTITUTIONAL COPY.
excited while reading the advertisement.
This copy intends, not only to sell the products, but
11. Brevity : A copy should be brief because readers also to sell the name of the organization. The object
have no time to go through the lengthy text and they of this copy is to develop and maintain good will of
must be able to, read within a short time. So a copy the organization. The aim is to popularize the product
should use simple language and small and easy through institution. Such a copy create a good image
words. The message should be concise and precise. about the Co; that the customers will regard the
organization as best, most reliable, or the most
12. Clarity : A copy should be self-explanatory.
exclusive. Institutional copy generally builds good
The message to be delivered must be clear at first
reading.
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will for the firm by emphasizing facilities, service The suggestive copy of advertisement tries to provide
offered and other features offered by the firm. valuable suggestions to the prospects regarding the
product directly or indirectly. It is useful where the
3. REASON WHY COPY. reader is confused about the quality of a product and
As the name signifies, reason why copy narrates the is not in a position to take decision about the
readers reasons, why they should buy the advertised purchase. It may be of different kinds.
product. With appropriate reasons and arguments,
this copy tries to convince the readers about why a
particular product should be purchased. Points of 1. Direct Suggestive Copy:-
difference and superiority over other competing
products is stressed in such advertisements. Test In Direct suggestive copy, statements are made with
performance, testimonials, guarantee, records, etc are reference to the products. It appeals to the reader
produced to substantiate the claims made. These directly about the product and tries to convince them.
points directly appeal to the judgment and intellect of 2. Indirect Suggestive Copy.
a person.
It does not express the message or the theme to the
4. HUMAN INTEREST COPY. leaders directly. The readers are expected to grasp it
This type of copy makes it appeal to the emotions in their own interest. The advertisement indirectly
and senses of human beings. The emotions are like suggests the reader to go for the product
sympathy, fear, humor, curiosity etc while senses are advertised.
like touch, hearing, smell, sight and taste. 6. EXPOSITORY COPY.
Thus the human interest copy appears most to the This is the most common form of advertisement
heart, rather than to the intellect and judgment. It which explains facts directly. It tells every thing
provides information about the product in relation to about the product directly to the readers and hides
customers requirements instead of emphasizing about nothing. As the Copy is simple, an direct in
the product only. Human interest copy can take many approach, the reader is able to understand the
forms. message easily an quickly.
A. Humorous Copy. - It exploit the sense of humor of 7. SCIENTIFIC COPY.
the people. It turns the readers laughter.
Such types of copies are technical in nature and
B. Fear Copy. generally used by the rugs and Pharmaceutical firms
It appeals to the sense of fear and arouses the interest elaborating the properties and contents of the
of people to save their lives, properties and other product. This is generally meant for professionals
belongingness. Life Insurance Corporation, General and such a copy does not attract the general reader.
Insurance Co’s etc generally use this type of copy. 8. TOPICAL COPY.
B. Story Copy. Here in an attempt is made to appeal the general
In such a copy , a story is narrated in a very public by linking the theme of the copy with some
interesting manner to create an impression in the ‘current event’. So it is based on any sensational
minds of the people about the product. event , which is in the mind of the readers. A topical
copy never fails to attract the attention of the public.

9. COLLOQUIAL COPY or
5. SUGGESTIVE COPY. CONVRSATIONAL COPY.

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The colloquial copy presents the message in the way The ultimate aim of every advertisement is to
of conversation. It uses an informal language and stimulate the sales. As a reader turns the pages of a
conversation takes place , in between reader and magazine or news paper, he notices so many
advertiser. advertisements, but a great variation in copy. some
copy may be ‘striking’, that the reader takes
10. PERSONALITY COPY. immediate action , while he does not like some other.
This copy attempts to encash the opinion of The following are the main components of a good
personality about the product. Usually the personality advertising copy.
is real and a photograph of the personality ( a person 1. HEAD LINE.
specialized) is given with the text of the copy with a
view to convince the readers through the moral The first device in a copy is head line. Its main
influence of his name. invariably such copy shows a purpose is to attract attention, arouse curiosity or
certificate or testimonial of such person. interest and there by induce further reading. It should
be as short as possible. It represents the message or
11. PRESTIGE COPY. an appeal.
This pattern is usually followed in institutional Head lines are of various types. W.H. Howards
advertising, which aims at creating an atmosphere classifieds headlines in to 4 types.
about the product or the firm an may not directly
advise the product for sale. A. Label Headline.

12. QUESTIONING COPY. A label headline identifies the name of a product. For
example “ Castrol Engine Oil”. Such type of headline
This, as the name suggests, incorporates a series of inspires the reader least.
questions expected to be answered by the readers.
The advertiser puts no narration, statement or reason B. Informative Headline.
of its own, in order to pursue the readers to buy the
product. The question arises curiosity in the minds of These types of headlines give information about the
the readers and makes them think of it. The question product. These generally specify the attribute of the
in such copy may be positive or negative. product in exaggeration. Eg. “ SURF WASHES
WHITER”. These headlines are effective as they are
13. DESCRIPTIVE COPY. designed to attract the attention of readers, even those
who are in hurry.
This type of copy describes the pertinent and relevant
characteristics features of the product. It is very C. Provocative Headline.
simple and of non technical nature. It is very much
similar to a press account or news item, simply These arouse the readers curiosity and impels the
giving relevant information to public with out any reader to see what it is all about. Such types of
stylish touch. Sometimes such copy is very lengthy, headlines are generally used when an item is
and it has hardly any chance of it being read in full. introduced in the market for the first time.
Such types of copy are usually written not by a D. Selective Headlines.
professional copy writer, but it is written by the
advertiser himself. Selective headlines direct the appeal to those for
whom products are intended. It eliminates all other
COMPONENTS OF AN ADVERTISING COPY. readers; for whom product is not appealing. Eg.
An advertising copy is the means by which the “Attention Importers”.
advertisers ideas are given expression to, in a E. Direct Command Headlines.
message to readers. Copy refers to all the reading
matters of an advertisement, including headlines, text These headlines ask the reader to buy the particular
or body, an the name of the company. brand.
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F. Question Headlines. An ideal slogan is short, simple, easily remembered
and filled with pleasing suggestion of the product.
Such headlines put questions to the reader and
suggest the solution in using the particular article.

The main functions of headlines are to gain attention LOGO

and interest of the readers. It also helps to arouse
curiosity and to provide news worthy A logo is a graphic mark, emblem, or symbol used to
announcements. aid and promote public recognition. It is a design
that is used by an organization for its
11. SUB HEADLINES. letterhead, advertising material, and signs as
an emblem by which the organization can
These are subordinate captions that simply expand easily be recognized, also called logotype.
the headline thoughts. They carry the readers interest Logotype is a graphic representation or
a step further. Subheads form a kind of transitional symbol of a company name, trademark,
bridge between the headline and the copy text and abbreviation, etc., often uniquely designed for
may be valuable when the headline does not contain ready recognition.
any sales message. Some times sub heads provide
answers to the questions posed in the head lines. 1V. ILUSTRATIONS.

The sub headlines serve the following three purposes. These consist of photographs, drawings, graphs,
charts, paintings and other pictorial devices. The
1. They gain attention and interest of the readers main idea behind giving illustration is to gain
2. They organize the copy into logically related attention, comprehension, attitude change and
segments & behavior change. They invite quick understanding of
a given idea and convey themes. They can tell a
3. They direct the interest of the consumer to story, make a point quickly and clearly and prove a
important points. claim.

An illustration should be not only relevant but also be

free from technical errors. If the product is sold in
111. SLOGANS
package, the package should be shown in the picture,
A slogan is a single word or a group of words or if it is sold loose, the product may be shown in any
regularly used by the advertiser to impress upon the of the various ways. Demonstration of the product in
readers a basic idea about the product. Eg. Nokia – use may be a popular an efficient way of employing
Connecting People”. The use of catchy slogans is one illustration.
of the most popular method to attract and hold
V. TEXT OR BODY OF THE COPY.
attention. To be effective, a slogan should be short,
simple, easily remembered, and filled with a pleasing It conveys the story in detail from the selling point
suggestion of the product. No doubt, slogans should of view. The text is the written part of the
be attractive, but at the same time commodity should advertisement that appears below the headline and
not be forgotten. sub headlines. This is the ‘heart’ of the message. A
good text is based on advertising objectives.
Characteristics of a Good Slogan :
In stimulating liking and preference for a given
A good slogan should : 1. Contain a definite sales
product, body copy must explain the product
idea :
features, values and support all claims logically and
2. Be compact in their construction : convincingly. The text copy may include

3. Be hardly more than 7 words long : A. descriptions of how the product works

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B. test results Following are the main features of good layout:

C. performance case history

D. testimonials or quotations from the experts 1. Balance : Balance in layout means achieving
a proper distribution of weight through the
E. sales records and guarantees. arrangement of the elements. Balance should
be maintained in size, colour shape and
density of elements.
VI CLOSING IDEA. 2. Movement : There should be mobility in the
advertisement. It provides a visual type of
Up to this point, all efforts are made to establish
flow and sequence. Movement guides the
product awareness, knowledge, liking and
render‟s eye from one element to another and
preference; for the purpose of persuading the reader
makes sure that he does not miss anything.
to purchase the product. Because an advertisement is
Movement should start from the left hand top
a one way communication, its closing efforts should
corner of the advertisement to the right hand
be to supply all information, directions, and
bottom corner.
motivation necessary for the buyer to take action.
3. Proportion : It involves appropriate division
VII. IDENTIFICATION MARKS. of the space between the various elements
like the headline, illustration, subheads, copy
It is advertisers name, brand name, or identification etc. In a headline oriented advertisement,
mark or trade mark. A brand name, symbol or a word headline should be given major space and in
may be used as a means of communication that an illustration oriented advertisement,
brings about an identity of the producer. illustration will dominate the space.
4. Whide Space : Whide space is the area not
occupied by copy. Effective use of whide
All these elements or components of an space helps to establish a sense of proportion.
advertisement copy should be well knit in to a Whide space helps in reducing a crowdy
harmonious and symmetrical form. appearance and brings prestige and luxury in
an advertisement.
DESIGN AND LAY OUT 5. Unity : There should be unity between the
Design and lay out almost carry the same meaning as elements i.e. there should be proper
consisting of the overall structure of advertisement correlation between the headline and copy or
copy. A layout is a sketched plan of a proposed illustration and copy. Unity is also achieved
advertisement. It includes the headline, rough when the elements appears as component part
illustration and copy which serves as plan for the or a single unit
advertisement. 6. Clarity : It implies that the various elements
should be arranged in such a manner that the
Lay out is an arrangement of various elements of an message is understood clearly. The layout
advertisement copy.(ie headline, subheading, should not be too complicated and tricky but
illustration, slogan etc). The term is most specifically must be easy to read and understand. The
applied to the design of a news paper, magazine or type, size, design should be selected for easy
outdoor advertisement. reading.
7. Simplicity : It implies that too many elements
A good advertisement is a good combination of both
in an advertisement should be avoided. Those
copy and art. The arrangement of lay outs includes
elements. Which can be dropped without
size and position of elements, style and color.
destroying the message should be dropped.
Features of a Good Layout : The simplier the Layout, the clearer the
message.
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 8. Emphasis : It implies that the important medium. For example if top quality color printing is
elements should be given much emphasis. needed, magazines would be better than news paper.
There should be emphasis on the various Product demonstration can be done through TV, in a
selling points and the purpose of advertising better way.
depending upon the requirements.

FUNCTIONS OF LAY OUT.

media for carrying the advertisers message to target
The following are the important functions performed markets, deciding what to buy and how much to
by a layout. spend in each medium, and scheduling when the
advertising is to run. A recent study shows that more
Assembling different parts. than 80% of money spent for advertising are paid to
The main function of lay out is to assemble and media.
arrange the different parts or elements of an
advertisement illustrations, headline, slogans etc:-in
to a unified presentation of the sales message. SELECTION

Opportunity for modification. The individual advertising situation largely

determines the complexity of media selection. A
In the case of TV commercials, film commercials etc, retailer in a small town does not have much of a
lay out is called as ‘ story Boards’ and these offers an problem. However a producer has the problem of
opportunity to the creative teams and advertiser to choosing media among news paper, radio, TV, out
suggest modification before its financial approval, door and direct mail.
and actual production.
There are no rules or set formulas for solving these
selection problem. Each type of media has its own
character and differs from one another. There is ‘no
single best’ media for all advertisers.

A useful model for building a media plan centers on

VARIOUS MEDIA OF ADVERTISING. four questions.

A. who do we want to reach.

Advertising media is the vehicle used to carry the B. where are they located
advertising message from the sendor to the intended
receiver. Since advertising is a means of mass C. what is the message.
communication, it requires mass media. This enables D. when do we run the Ads?
advertiser to get in touch with a large number of
people at a time. The basic objective of media is to What - No product or service is consumed by every
place the advertising sales message before the one, and through market segmentation the
prospective buyers. planner select the best prospects. The planner then
selects the media with audience that best fit the target
market. These media would reach the largest number
‘Media Planning’ involves selecting appropriate of prospects with the available money.

WHAT

What message is to be communicated has WHERE - Advertising needs a sound strategy. There
considerable importance. A particular copy approach may be regional differences in taste and preferences ,
or technique of presentation requires a particular and some medias like news papers magazines etc’s

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 WHEN - When to advertise can be planned in terms durables. It is directed at local customers. Media,
of seasons of the year, months, days and hours. The used for local advertising, are shop decorations, local
regular issue dates of print media (weekly, magazines newspapers, magazines, posters, pamphlets,
etc) and specific time units of TV and Radio let hoarding, new signs, local cinema houses, etc.
advertisers select the time when their messages will
be seen. Advertising there fore can be scheduled to 2. Regional Advertising : . It covers a particular
fit seasonal sales and day by day shopping habits. region, which may be one state, or, more than one
state. Media, used for regional advertising, include
To answer the four – W’s- media planners require regional newspapers, magazines, radio, regional
much information about the many media alternatives. T.V., outdoor media, etc. It is considered to be an
Such information includes circulation, audience ideal form of advertising for launching and marketing
costs, and competitive activity. a new product in a specific region.

3. National Advertising: It is generally undertaken

by manufactures of branded goods, for which,
advertising messages is communicated to consumers
allover the country. Almost all possible mass media,
including national newspapers, radio and television
network, are employed for national advertising. In
India, Indian Airline Hindustan Lever Ltd., Vicco,
Godrej, Bajaj and Kirloskar are a few leading
Classification of Advertising advertisers at national level.

4. International Advertising : This type of advertising

is undertaken by those companies, which operate in
more than one country, known as „multi-national‟
companies. Exporters, generally advertise their
Area Coverage products and services in foreign countries, where
ready markets are available. Air India and other
Local airlines, and multinational companies advertise their
products and services allover the world.
Regional
II. Classification on The Basis of Audience On this
basis, advertising may be classified into the
National following four categories, viz., (1) consumer
advertising, (2) industrial advertising, (3) trade
International advertising, and (4) professional advertising.

1. Consumer Advertising : This type of advertising

is directed to the ultimate consumers of the consumer
I) Classification on The Basis of Area Coverage : products, i.e., the individuals, who buy, or, use the
consumer products, or services, say, for example,
On this basis advertising may be classified into the toilet soap, toothpaste, toothbrush, tea, textiles, etc.,
following four categories, viz., (1) local, (2) regional, for themselves and for their families. All types of
(3) national, (4) international advertising. consumer products need continuous and extensive
advertising on T.V., radio, and press.
1. Local Advertising : It is also known as „retail
advertising‟. It is undertaken by local retail stores, 2. Industrial Advertising : This type of advertising is
departmental stores, co-operative stores, selling used by manufacturers and distributors of industrial
cloth, saris and other consumer goods and consumer goods. Such as, machinery, plants, equipments, spare

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parts and components, and are directed at industrial supporting role to the major media such as television,
users or customers. Such advertisements usually and newspapers.
appear in trade journals, trade dictionaries, business
magazines and so on.
IV. Classification on The Basis of Function :
3. Trade Advertising : This kind of advertising is
employed by manufactures and/or distributors to 1. Direct Action and Indirect Action Advertising :
influence and persuade wholesalers and dealers Direct action advertising is undertaken to obtain
(retailers) to stock and sell the goods of the advertiser immediate response or action on the part of target
by offering incentive schemes to them, or, by inviting audience. Examples include discount sales
dealership for their particular products(s). advertising, sale along with free gift offers, and mail-
order coupon sales, etc. The media used is mostly
4. Professional Advertising : It is directed at
newspapers, and television. Indirect action
professional like doctors, professors, engineers and
advertising is undertaken to influence the audience in
others, who are expected to recommend, prescribe,
respect of advertiser‟s brand. The advertiser expects
or, specify the advertised products to ultimate
the target audience to prefer his brand as compared to
consumers. This is done through professional
competitors whenever a buying decision arises in
journals and representative of the advertisers.
future.
III. Classification on The Basis of Media
2. Primary and Selective Advertising : Primary
On the basis, advertising may be-classified into the Advertising is undertaken by trade association or by
following four categories viz., (1) Print media cooperative groups. It is undertaken to create generic
advertising; (2), broadcast media advertising; (3) demand for products and services. For example, the
outdoor media advertising. Coffee Board may advertise to consume more coffee.
Selective Advertising is undertaken by marketers of
1. Print Media Advertising : The print media branded products. The advertiser intends to create
consists of newspapers, magazines, journals, selective demand for his brand. Examples include
handbills, etc. No newspaper or, journal, today, can Pepsi Cola, Coca Cola.
survive without advertising revenue..
3. Product and Institutional Advertising : Product or
2. Broadcast Media Advertising : Electronic, or, Service advertising is undertaken to promote the sale
broadcast media consists of (i) radio, (ii) television, of products and services-branded or unbranded.
(iii) motion pictures, (iv) video, and (v) the internet. Institutional advertising is undertaken to build name
The radio is audio in nature, appealing only to the and goodwill of the organisation. It is also, know as
sense of sound (ears). Radio advertising is more corporate advertising or image advertising. It is
effective in rural areas, as compared to urban regions. mostly undertaken by large firms.
Television, as an advertising medium, is more
attractive and effective because it is an audio-visual
medium appealing to both the senses of sight sound
V. Classification on The Basis of Advertising
(eyes and ears).
Stages . On this basis, advertising may be classified
3) Outdoor Media : This include posters, neon signs, into the following three different categories, viz., (1)
transit, point of purchase (POP), etc. Outdoor advertising at pioneering stage, (2) advertising at
advertising can be a good supporting media to other competitive stage, and (3) advertising at retentive
forms of advertising. It is a good form of reminder stage.
advertising, especially, the POP advertising.
1. Advertising at Pioneering Stage : Advertising at
4) Other Media : This includes direct mail, handbills, „pioneering stage‟ is undertaken to make the
calendars, diaries, cinema advertising, internet and so audience fully aware of the new brand of product and
on. These miscellaneous media can play an important
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to inform, influence, and persuade them to buy, or, 4. Financial Advertising : When an advertising
use it by highlighting its unique features. message is directed to attract for raising capital, it is
called financial advertising. The banks, insurance
2. Advertising at Competitive Stages : Once the companies and commercial undertakings collect
brand survives the introductory stage, it has, soon to required funds from the savings of the people by
face a stiff competition with other well established motivating them to post-pone present expenditure to
brands in the market. At this stage, competitive future-period.
advertising is undertaken to promote sales
effectively. 5. Corporate Image Advertising : Corporate Image
advertising designed or aimed to create a proper
3. Advertising at Retentive Stage or Reminder attitude towards the seller and to build goodwill or
Advertising : When the product has captured a large image for the advertiser.
share of the market, „retentive advertising‟ is
undertaken to maintain, or retain the stable position 8. Public Relations Advertising : It is a part of
in the market as long as possible. Moreover, if the institutional advertising. The basic objective of
same product is passing through the declining stage public relations advertising is to establish co-ordial
in the market, this type of advertising is used to and healthy relations with the customers, bankers,
remind the buyers about the product hence, it is also suppliers, Government. Patrons and the general
known as „reminder advertising‟. public.

9. Institutional Advertising : The object of

institutional advertising is to build manufacturers
TYPES OF ADVERTISING reputation in the minds of the public in general. The
Advertising is also classified according to their advertising message is directed to tell about the
functions and role. Some of the important Company, its people, its contribution in promoting
classifications of advertising are as follows : social welfare activities, in promoting consumer
satisfaction its achievements in technology its broad
1. Social Advertising : Social Advertising is philosophies, its share in economic progress of the
undertaken by non commercial organisations such as Company etc.
Trust, Societies, Associations etc. The main objective
of Social Advertising is to work for social cause.
Advertisements for collecting donations for war 10. Internet Advertising : The Internet facility has
victims or for victims of natural calamities, sales of been around for some 30 years. At present, Internet
tickets for a show etc. are examples of Social the fastest growing medium in history, offers
Advertising. incredible opportunities for a wide range of people in
2. Political Advertising : Political advertising is both business and advertising. For advertisers, there
undertaken by political parties to motivate the is a whole new world of potential customers.
general public in favour of the ideology of the party 11. Primary Demand Advertising : The main
in question. Political advertising are intensively made objective of Primary demand advertising is to create
during election times to gain favour of the voters. demand for a new product or product category. This
3. Retail Advertising : Retail advertising is the is necessary in the case of a newly developed
advertising by retailers who usually sell goods direct products or the products which are costly in nature.
to the customers. Retail advertising has such For example, cars, refrigerators, washing machines,
objectives as : (i) to sell the stock; (ii) to establish the watches, etc. Such advertising is directed towards a
identify of business; (iii) to attract personal, class of customers, it is also described as selective
telephone or mail order shoppers. Retail advertising demand advertising.
is done through window display, neon signs, posters, 12. Selective Demand Advertising : Selective
leaflets etc demand advertising is done to meet the growing
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competition mainly in growth stage of the life cycle important for achieving the objectives of advertising.
of the product. Here, the goal of advertising is to There are different media of advertising. Print media,
push the demand of specific product or service. broadcast media, direct mail, and outdoor and many
Often, promotion becomes less informative and more other media serve the advertiser by communicating
emotional during this phase. Selective demand is the message to masses. The advertiser has to select
when a prospect has a need, has identified the need, the media, which is most suitable to him keeping in
and is ACTIVELY seeking out a solution. In these mind the various economic and social considerations
cases the prospect will come to you if he feels such as cost of media, size and nature of business,
comfortable in your company's ability to solve his Fund allocation and coverage of media. Some times
needs. advertiser use more than one media at a time , in the
same market.
13. Product Advertising : Product Advertising refer
to the advertising of tangible product. It is for the DETERMINANTS OF ADVERTISING MEDIA
marketing of the product advertising as a powerful
instrument has emerged. A product may be anything An advertiser usually selects a media considering the
in which a trader deals or trade. A product may be following factors/ objectives.
tangible of intangible. Products like radio, soap, pen 1. It must reach the largest number of people.
cloth etc. are tangible products and services of 2. It must attract their attention
professional people like doctors, lawyers, engineers 3. It must be less expensive.
etc. are intangible products.

14. Service Advertising : Service advertising is But in practice there is hardly any single
designed to operate in the public interest. It is media that satisfies the above three objectives. There
undertaken to seek public welfare and social are number of advertising media choices available to
development. It is in the nature of non-commercial the company in India. However, the real managerial
institutional advertising. task is to identify from among them the one (s) which
is relevant for the company. For this purpose the
15. National Advertising: It is generally undertaken management should consider the following factors:
by manufactures of branded goods, for which,
advertising messages is communicated to consumers 1. The Nature of the Product : The nature of the
allover the country. Almost all possible mass media, product determines the choice of the advertising
including national newspapers, radio and television media. For instance, cinema, television, colour
network, are employed for national advertising. periodicals would be the obvious choice for products
like fabrics and toilets requiring visual presentation.
16. Retail Advertising: Retail advertising is the In this connection, management should develop a
advertising by retailers who usually sell goods direct product-media match.
to the customers. Retail advertising has such
objectives as : (i) to sell the stock; (ii) to establish the 2. Market Requirements : While selecting
identify of business; (iii) to attract personal, advertising media, the company‟s market
telephone or mail order shoppers. requirements should be considered. When they meet
these requirements, they lend themselves to good use.
For example, specialised high fashion colour
magazines would be the proper media for consumers
MEDIAS IN ADVERTISING.
with high income groups. Similarly, outdoor media
would be appropriate when consumer action is to be
induced at the point of purchase.
The most brilliant and original advertising ideas will
be wasted if they are not presented through the right 3. Advertising Objectives : The advertising
media in the right place at the right time to the right objectives also determine the type of media to be
people. Hence the selection of right media is an selected. For example, the press is preferred to
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project corporate image while radio and television is required. For instance, in 1973, and 1974, owing to
relevant for product advertising. acute newsprint shortage, space availability in
national dailies was a real problem.
4. Distribution Strategy : The advertising media
should be compatible with the distribution strategy
adopted by the company. For example, if the
10. Penetration : How can we penetrate the market
company is selling through middlemen wholesalers
most thoroughly or how can we reach the greatest
and retailers etc., then outdoor advertising media
number of potential customers is also an important
duly supported by television, radio and cinema etc.
factor influencing the choice of a particular
may help to pull the product out of channel.
advertising media.
5. Nature of the Message and Appeals : The nature
11. Size and Nature of the Business Enterprise : The
of advertising message appeal also determines the
size and nature of the business enterprise also play an
advertising media for a company. The media should
important part in making a choice for the advertising
be able to carry the message and appeal to the right
media. A big business enterprise may make use of
persons in the perspective. For example, if time is the
television, radio and newspapers having national
essence of communication, daily newspaper and
network, whereas a small unit may prefer local
radio may be the best choice. Mass consumption
newspapers and cinema-slides etc.
items like soaps, toothpastes, hair oil etc. may
determine television, newspapers as the best Thus the above factors are generally considered
selection. while selecting the advertising media for selling the
products.
6. Budget : The budget available for advertising
purpose will decide the choice of media of
advertising. For example, a manufacturer having
comparatively large funds for advertising may DIRECT AND INDIRECT ADVERTISING.
choose television or radio or both as a media of
If the message is to be communicated to specific
advertising. On the other hand a medium or small
persons, the advertising is direct. The advertiser may
sized businessman may prefer newspaper and
write letters to consumers directly persuading them to
magazine as an advertising media.
buy his product or service.
7. Competitors Choices : A company should also
Indirect advertising is meant for people at large.
take into account the wisdom of competitors media
Advertising made through indirect media can be
choices despite differences in advertising objectives
heard and seen by any body.
and appropriations. It is not desirable to outright
dismiss their choices. Generally, the advertising INDOOR AND OUT DOOR ADVERTISING
media used by competitors are preferred so as to
make an impressive appeal for the product. The media which are available to the modern
advertisers are really numerous. One can sit
8. Media Circulation : The company should take into “indoors” and read news papers, magazines, journals,
account the circulation of the advertising media. listen to radio, and see TV. These Medias are called
Media circulation must match the distribution pattern indoor Medias.
of the product. This applies to the press media. The
advertising media selected should have maximum On the other hand outdoor advertisements are seen
circulation, such as Hindustan Times etc. out doors. These advertisements are so located, so as
to catch the eye of the passers immediately. Eg are
9. Media Availability : The question of media posters, hoardings, neon signs etc. because out door
availability is quite relevant while considering advertisements are fixed at some specific places,
advertising media alternatives because not all medias people are able to see them again and again and there
are available to a company at all times whenever fore their impact is better.
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PRINT OR PRESS MEDIA. lesser the cost per individual. Hence this medium is
economical.
Press advertising remains the most popular and
effective method of publicity today. News papers and
magazines have become the part of the culture and
life of the people today. It plays a very important part 2. Flexibility and Timeliness.
in advertising. Press publicity takes two forms - News papers offer a lot of flexibility. According to
News Papers and Magazines. the convenience and necessity of the advertiser, the
shape, size and appeal may be frequently changed.
Messages given have timely impact and current
1. NEWS PAPERS. events can be easily capitalized.

3. Choice of Market.

Perhaps the oldest , powerful and the most popular Generally a news paper is more popular in one region
media available to advertisers is news paper. It can than in other parts of the country. In our country , for
communicate the information to a large number of example, Hindustan Times is more popular in Delhi,
people and is also able to reach the most interior part and its surrounding areas ; The Statesman in
of the country. News papers has become the most Calcutta, and The Hindu in south India.
common habit of literate people. News papers
provide a wide coverage of local and national An advertiser who wants to appeal particularly to the
markets. As they are published regularly, one can consumers of a particular region or market, can make
advertise daily if he wants to do so. News papers can a choice of the news paper in which he would buy
be divided in to morning or evening editions, Sunday space on this basis. Besides these national dailies,
news papers, bi weekly etc. it is interesting to note some local news papers are widely read in hat
that the advertiser depends on news paper while the particular region or a segment of that region. Such
news paper depends on advertisers for financial papers can very well be used to help the dealers by
support. advertising the product along with their names.

In India , there are number of news papers both in 4. Repetitive Value.

English and regional languages. Many newspapers in The daily news paper offers an opportunity to the
English and Hindi have nation wide circulation. So a advertiser to repeat his message at a short interval of
message given in a news paper, may have better only one day. This will help the advertiser in
impression on the minds of the people and it may be popularizing the products and services. This is of
more specific, clear, and lengthy. particular use, if the advertiser is introducing a new
The marketers choice of news paper depends upon product in to the market.
many factors such as area of circulation, type of news 5. Quick Response.
paper etc. the advertiser has to enter in to an
agreement with the news paper for space for In case of news paper advertising, the public
advertisement. response is quick. The selling message reaches the
public while it is fresh. It pin points the shopping
Advantages of News Paper Advertising. opportunities and thus makes quick results. The
1. Low cost per Reader. effectiveness of news paper advertising can be tested
quickly. Generally public respond quick to the news
News paper is the cheapest media of advertising as paper advertising and demand for goods comes
far as its cost per reader is concerned. Because news quickly if the news paper AD is effective.
papers are read by millions of people and the
message may be carried to them with out any 6. Reaches Large number of People.
additional expenditure. The larger the circulation, the
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News papers are usually widely circulated and even periodicals published monthly or quarterly and
single news paper is read by at least four persons. generally contain articles and news of current
interest. Journals are published on subjects like trade,
industry, agriculture, commerce, banking, economy,
7. Other Advantages. religion, politics, etc. some times specific magazines
and journals enjoy a longer life than news papers.
By inserting frequent Ad’s in News papers, their
visual appeal may be created very easily. So appeal Usually better quality papers are used for journals
made on TV or in films, has greater impact on the and magazines and hence Ad’s appear more clearly
minds of the people, if it is advertised in news and effectively than news papers. They also got
papers. longer life than news papers.

A news paper is read by persons of different Advantages.

interests. It has some thing of interest to every 1. Advertising through magazines and journals
member of the family. have longer life than news papers. They are kept
Disadvantages. around the house until the next issue. Some
magazines and journals are kept for future references.
As against the above mentioned advantages, news Hence the Ad’s can have repetitive impression on the
paper advertising suffers from the following readers
limitations.
2. Magazines and journal advertising creates
lasting impression on the readers by quality paper,
fine printing, clear photographs, fine colors, and
1. Many people don’t go through the
attractive presentation. Thus such Ad’s are able to
advertisements. They read news items and just over
attract and hold the attention of the readers.
look the ads appearing in the news paper.
3. Magazines an journals have both general
2. News paper advertisements are short lived.
readership and specialized readership. The advertiser
Old news papers are discarded as waste paper and
can advertise his message for general consumers and
there fore the longest life span of a news paper is
specific consumers. For example magazines have
perhaps twenty four hours.
special columns like sports, beauty, cinema etc. thus
3. As the quality of paper used as news papers a selective approach can be made through magazine.
are poor, photographs and artworks cant be
4. As different magazines have different classes
reproduced clearly and effectively.
of readers, a suitable magazine may be selected for
4. Ads appearing in local news papers, which advertising so that the appeal is selective to a
has limited circulation becomes ineffective. Similarly particular class. For example Jewelry can be
products which have got limited local market, advertised in women’s magazines.
advertising in news papers which is widely circulated
5. Since most magazines and journals have
is definitely a waste.
nation wide and even international circulation and
5. In a country like India, where major portion wider readership, ads are widely read and seen.
of the population are still illiterate, news paper ads
LIMITATIONS.
has no value.
1. Magazines and Journal advertising is limited
MAGAZINES AND JOURNALS.
to the literate persons only.
Besides news paper, magazines and journals which
2. They have limited circulation in comparison
are published at frequent intervals also forms another
to news papers. Hence Ad’s have limited appeal on
media of advertising. Magazines and journals are
the readers.
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 Some times producers of a variety of articles or
services, use sales letters to deliver brief messages.
3. It is costlier to advertise in magazines and They are called as ‘Stuffers’ and they provide
journals than in news papers. Due to high quality of illustrations and specifications of all commodities.
paper, color printing, and use of advanced
technology, magazines and journal advertising D. Folders.
becomes costly.
Folders are big sale letters which can be folded
4. They are not suitable for new products, where several times in several ways. They contain many
repetitive advertising is essential. Since the time gap pages full of explanation and description about the
between two publications is long, it is not a suitable product.
media for introducing new products.
E. Broad Sides.
5. Usually magazines takes time in printing and
there fore urgent advertisements can’t be booked. These are giant sized folders designed to impress
prospects by their size, attractive colors and
6. Advertising in magazines and journals is a illustrations. most of them are aimed at wholesaler’s
time consuming process. The advertisement material and retailers ; some are designed to be displayed in
has to be sent much in advance to the office. retail shops.

DIRECT MAIL ADVERTISING. F. Catalogues and Booklets.

This is one of the oldest media of advertising. Direct Usually these are sent to customers, who either
mail advertising is a way of sending sales messages enquire about the product, or show interest in
directly to the prospects, either through post or purchasing the product. Catalogues are illustrative
through salesman or dealers. This is a kind of printed price lists containing the price and features of goods.
advertising carried on by having direct contact with Generally catalogues are sent to business buyers and
prospects through postal services. This method is larger order placing customers like libraries, who
suitable for explaining details about products and preserve them and refer whenever necessary. Book
services. lets are small books containing of several pages with
cover pages. They are designed for thorough reading
In direct mail advertising, the sales message is sent and study. Similar to that of catalogues, these are sent
by means of sale letters, circulars, folders, catalogues usually to bulk purchasers and business purchasers.
and book lets. Some of the important media of direct
mail advertising are: A. House Organs

A. Sales Letters. These are published by the Co’s from time to time to
inform about Co’s activities. These generally contain
This is the most widely used method of direct mail articles stories and pictures; for the purpose of
advertising. The letters are directly sent to prospects influencing customers. These Co magazines are
through post. usually supplied to wholesalers, retailers, sales man
B. Circulars. at free of cost.

It is a detailed form of a sales letter. Circulars usually G. Novelties.

contain several pages and describe all details of a Some times novel gifts are sent to customers free of
product or service like price, discount, multiple uses, cost to build goodwill an prestige of the Co and to
etc. they are usually printed on good quality paper win the heart of the customers. For example Pencils,
with photographs. Memo books, Calendars, Pen stands, etc are sent with
C. Stuffers. selling messages printed.

ADVANTAGES.
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1. These are directed to specific persons. This is 4. In case of direct mail advertising, it becomes
the closest substitute for personal selling. Here the quite difficult to prepare a reliable mailing list.
seller addresses his buyers by name and the Further the success depends upon the updating of the
promotional message is private, personal and mailing list.
confidential.
BROAD CAST MEDIA.
2. here the selling points are elaborately
discussed and illustrations are given more accurately. Advertising through Radio, Cinema, and TV has
become common. It is a part of indoor advertising.
3. as advertising materials are sent to the buyers
by his own name, and delivered directly to him, the RADIO ADVERTISING.
most busy people can be easily reached. Radio advertising appeals through the ears. Now a
4. Here selectivity is possible, because it is days, several broad casting stations all over the world
meant for selective customers only. Thus advertiser are selling time for the purpose of commercials.
is able to send the selling messages to the persons for Over the years , Radio has become a very popular
whom it is intended. This helps to minimize wastage. and effective medium of advertising in our country.
5. Here the advertiser can maintain secrecy Almost every family has a Radio in India. The
because the materials are directed to the buyers impact of Radio advertising is quite clear in
usually by his own name. advanced nations. The Voice of America, BBC, and
AIR accept advertisements to broad cast them on
6. In direct mail advertising, the seller can radio. Radio advertising in India was started in
measure the impact of advertising satisfactorily. November 1967, when commercial services on
Results can be checked by measuring the response to Vividh Bharti was started.
mailing.
Radio advertising may be described as word of
7. Direct mail materials like catalogues , book mouth advertising on a large scale. It is only because
lets, etc have got some educative value. This helps the advertisers deliver the message orally and not
the customers a lot by providing information. visually. It is quite different with other meia, because
it makes appeal to the ear and not to the eye, with the
8. This enjoys the advantage of timelines if the effect that the message is conveyed to the masses.;
materials are sent at the right time. whether literate or illiterate.
9. Direct mail advertising is the most flexible, Advertisers using the Radio as the medium of
adjustable and adoptable of all media. advertising may be national or local. It serves the
regional rather than national, because of many factors
such as language problem, or the appeal to listeners
LIMITATIONS. may vary from region to region. With the advent of
TV, some industrial observers felt that the radio
1. direct mail advertising is costly. The cost of
advertising might become obsolete.
preparing and dispatching advertising materials are
very high. Only Co’s having large financial resources MERITS.
can afford such a form.
1. Human Appeal.- Radio broad casting has
2. The coverage is limited, and therefore it cant human touch un equaled by the print medium. It is
be considered as a means of mass communication. alive and quite dramatic. It can be made like a face to
face conversation.
3. Direct mail advertising in the absence of
requests suffer from low reader interest. In other 2. Variety of program.
words unless the customers themselves request,
direct mail advertising gets little response from them.
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It affords variety of programs that facilitate the 5. The radio is not suitable for all products.
selection. The programs of special interest to the Goods of frequent use may be advertised, but goods
family members can be use for promoting like capital goods cant make a good impact.
appropriate products.
Thus radio advertisements can be favored only for
3. Sales messages can reach both literate and the goods of general use. It is regarded as an effective
illiterate people; as they can listen and understand media. But due to high cost, only big enterprises can
radio advertising. There for the scope of this media is avail the fruits of the media.
much wider.
TELEVISION ADVERTISING.
4. Radio advertising can be changed according
to the requirements of the product or service or Another development in advertising media in our
listeners. The selling message can be changed during country is TV. It provides a scientific
the day it self. Thus this media offers much synchronization of features of sound, sight and
flexibility. motion, that no other medium has been able to
provide. That is why TV is the best selling mode of
5. People listen to radio programs at leisure advertising ever invented. A large varity of
times. There fore they are in a receptive mood while techniques are available to the advertiser for the
listening to a radio. Thus message can be easily production of TV commercials.
conveyed to them.
TV has to play a promising role in Indian marketing
6. Radio publicity gives the advertiser a long system. This media is particularly advantageous for
sought opportunity to convey the message to the those, whose products require demonstration. Now in
people in their homes. India, commercial advertising is a part of almost all
the programs broadcasted and the arrival of cable TV
7. Radio can convey the message to the masses and foreign channels gave this medium a tremendous
even to the remote area. growth.
8. Radio is an in expensive medium. The cost of TV can be used as an initial medium to generate
advertisement per listener is negligible. product awareness , while a follow up radio
DEMERITS. campaign using the TV soundtrack can also be done.
Like radio advertising, TV advertising may take the
1. A message on the radio is highly perishable, form of short commercials, as well as sponsored
because it lasts only for a short while. A listener has programs combining entertainment and publicity.
a chance to miss the Ad. It cant be repeated, but in
press media, reader has as many chances as he can. MERITS.

2. Radio appeals only to the sense of hearing. 1. It combines all the merits of radio and film
The medium cant take advantage of visual means of advertising and also include merits of sound and
communication as TV do. sight. It can be seen at home.

3. High cost of time discourages radio as an 2. As TV ads combine sight and sound
advertising medium. It is beyond the reach of small elements, it is able to make a lasting impression upon
sized advertisers. the audience.

3. It adds to the prestige of the product and its

sponsor, when a product is promoted on TV.
4. The radio is a mass medium, but no single
station reaches more than a small fraction of total 4. It has removed at least one limitation of radio
audience. It is a very selective medium. Different advertising; that is presentation through pictures.
stations aim their programs at different audience.

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5. It is most suitable for those producers, whose range of people in both business and advertising. For
products require demonstration. The product can be advertisers, there is a whole new world of potential
shown on TV screen, and its qualities and features customers.
may be well explained through this medium.
Type of Internet Advertising :
LIMITATIONS.
Ads on the Internet can take a variety by forms. Most
1. A major limitation is that it is very costly. advertising on Internet can be classified as websites,
Small and medium sized manufacturers with limited banners, buttons, sponsorships, interstitials, Meta
financial resources are not able to advertise through ads, classified ads, and email ads.
this media.

2. The coverage is limited as compared to radio,

A. Websites : Website typically consist of a
and there fore it can reach a limited area only.
home page and an indefinite number of
3. Due to high cost, only limited message can be subsequent pages that users can visit for
conveyed on TV. There is always limitation on time. further information. Some companies use
their website like an extended brochure to
4. The cost of producing TV commercials is also promote their goods and services. Others
very high, when compared to other Medias. treat their website as an online catalog store,
TV is a promising and effective media of advertising, conducting business right on the Net. Still
but it is too costly for small business man. other website act in information and
entertainment provides.
FILM ADVERTISING. B. Banners : The ad banner is the basic form of
web advertising. A banner is a little billboard
Film advertising is an excellent medium of
that spreads across the top or bottom of the
advertising, since it is a popular medium of
Web page. When users click their mouse
entertainment in today’s world. It has advantageous
pointer on the banner, it sends them to the
of sound and motion. Many advertisers prefer this
advertiser‟s site.
medium because more and more people visit cinema
houses.

Merits. C. Buttons : These are similar to banners. They

are small version of the banner those often
1. It has a wide coverage.
look like an icon usually provides a link to an
2. Appeal is made to all sections of the society. advertiser‟s home page. Since they take less
space than banner, they are less expensive.
3. Advertiser can explain and demonstrate the
use of his product.

Demerits. D. Sponsorships : A form of advertising on the

Internet that is getting popular is the
1. High production cost sponsorship of Web pages. Corporations
sponsor entire sections of a publisher‟s Web
page or sponsor single events for a limited
2. A film can be shown only to the people who period of time, usually calculated in months.
come to the theatre. For instance, a Web page on Olympics or
some other spots can be sponsored by a
Internet Advertising business firm.
At present, Internet the fastest growing medium in
history, offers incredible opportunities for a wide
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 E. Interstitials : This is a dynamic form of Net Sometimes it is prepared on card boards or metallic
advertising. It is a catch all term for a variety sheets. To erect posters at important public places,
of animated ads that pop up on the screen the ‘Right’ should be purchased or hired from the
while the computer downloads a website that owner of the place.
the user has clicked on. There are now many
types of interstitials including pop-up The message conveyed through posters is usually
windows, splash screens, superstitials, etc. very brief. Bright and deep colors are used to attract
the attention of passers. Posters may contain pictures
of the products or a brief sales message. They are the
most flexible of all media, as they can be changed
F. Meta Ads : Used in search engines (such as
frequently. It is also a less expensive media.
Yahoo, Google, etc.), a met ad is an
advertisement displayed on the results page 2. 2.PAINTED DISPLAYS.
of a search, specific to the searched item.
Meta ads are also referred to as keyword Painted displays take the form of painted bulletins
advertising.. Advertisers can pay search and wall paintings. They are metal or wooden sheets
engines to display their banners only when erected at a height. Their size is usually larger than
relevant keywords are searched for by a user. posters. Usually these are painted by artists and can
G. Classified Ads : Another growing area for be seen in cities, high ways, and in almost all places,
Internet advertisers in the classified ad where traffic is heavy. The wall paintings are more
websites. Some of these websites offer free durable than posters.
classified advertising opportunities because
ad banners of other advertisers support them.
They are similar to newspaper classified ads. 3. ELECTRICAL AND NEON SIGNS.
You can search for homes, cars, jobs, toys,
Another important out door advertising media is
shoes etc.
electric and neon signs. This media has gained much
H. E-Mail Advertising : Advertisers can send e-
popularity in recent years. Glass boards are
mail advertising to customers who have
illuminated with the help of electric bulbs for
asked for it. It is similar to direct mail
advertising purpose.
advertising, and therefore, it is the most
effective form of internet advertising. Neon signs are glass tubes or signs with electrical
wiring made in the form of letters or figures to
OUT DOOR ADVERTISING.
represent the advertising message. Such message
The importance of out door advertising has been usually remains very brief containing either the name
increasing during recent years. It is perhaps the oldest of the Co or the product. These are placed on fixed
form of advertising. The main purpose of out door structures. They are usually put at important
advertising is to draw the attention of the public junctions, crossings, railway stations, bus stops etc.
toward the product or service and to supplement the
other media. Out door advertising is made in such a
way that it can attract the attention of a large number These are very expensive methods of advertising and
of prospects. Out door advertising takes many forms. only financially well- to- do companies can afford
such advertising.

1. POSTERS. Posters are usually sheets of paper

containing a message which is pasted on the walls or 4. TRAVELLING DISPLAYS.
other commonly visible areas. These are exhibited at
public places, well traveled streets and roads, so that Other wise known as transit advertising, traveling
it can be seen by a large number of people. displays are painted on metallic sheets called as “car
cards”. These are usually affixed inside bus, taxis,
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trains etc. this is an important medium and associations of manufacturers. The exhibitions may
passengers can read and see these repeatedly, some be local, national, or international reputation. Eg.
times vehicles are painted with a selling message. Motor trade exhibitions like Car and Bike shows etc.

5. SKY WRITING.

This is a modern form of advertising. It may take MEDIA PLANNING

several forms. Messages can be written or attached to
big balloons , which are floated in the air, and Media planning is an exercise to find the best
banners and posters are released from aero planes. medium or combination of media that will produce
the best overall effect relative to the needs of the
Some times pilots writes the image of the product, advertised brand. The media mix, in terms of balance
either in the form of ‘lighting’ or ‘smoke’ on the sky. of usage for TV, radio and print media or other types
Some times large sized ‘kites’ are also sent to the sky of media vehicles, should be such that the best utility
with messages written on it. of the advertising budget is obtained, and duplication
of audience is avoided as far as possible. To select
6. SANDWICH BOARD MEN the right media and to search the right target audience
This is the oldest form of out door advertising. for a desired response the advertiser or his
Sandwich men are hired persons carrying two advertising agency should go for a systematic media
‘boards’ ; walk up and down the street. These men planning.
some times dress up funnily and shout slogans in The following are the steps in media planning:
favor of the CO’s products. With the invention of the
new methods of advertising, the media of sandwich 1. Decide Target Market : It is necessary to decide
men declined considerably. specific market where planned efforts can be
directed.

2. Media Objectives : Media objectives are often

7. WINDOW DISPLAY & COUNTER stated in term of reach, frequency, gross rating points
DISPLAY. and continuity.

In certain types of retailing, store location is (a) Reach : It refers to the number of different
extremely important. Such retailers attract the persons or household exposed to a particular media
attention of consumers by the display of articles for schedule at least once during a specific time period.
sale, inside glass windows which are seen from out (b) Frequency : It refers to the number of times
side. This is usually done in case of cloth shops and within the specified time period that an average
electronic products. person or household is exposed to message.

8. SPECIAL DISPLAYS AND SHOWS. (c) Gross Ratings Points : It refers to the total weight
Most of the manufacturers have found that putting of a media effort in quantitative terms. GRP‟s are
special displays of several products in selected stores equal to each multiplied by average frequencies.
is a good promotional device. This kind of show (d) Continuity : It refers to the timing of the media
impress the general public. insertions.
9. EXHIBITIONS AND FAIRS. 3. Selection of Media Types : Every media plan
In the modern world of business, the importance of requires that specific media types to be selected.
exhibitions and fairs is increasing. Exhibitions are There are a number of advertising media available to
generally organized by groups of manufacturers or the advertiser for advertising the goods etc. These
may be grouped under the following heads:
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1. Press Advertising Media - (a) Newspapers and (b) 5. Allocation of Funds : The planner should than
Magazines and Journals. decide on the amount of funds that would be
allocated to each media type and vehicle.
2. Outdoor or Mural Advertising Media - (i) Posters,
(ii) Advertising Boards, (iii) Sandwich Boards, (iv) 6. Media Scheduling : Media scheduling could be
Electric Display, (v) Vehicular, (vi) Sticker, and (vii) used depending upon the requirements of the
Sky Writing. advertisers.

3. Direct Mail Advertising Media - (i) Circulars, (ii) FACTORS INFLUENCING SELECTION OF
Price-lists, (iii) Booklets, (iv) Leaflets, and Folders, MEDIA.
(v) Business Reply Envelops and Cards, (vi) Gift
Novelties, and (vii) Personal Letters. All advertisers do not use all available media at the
same time. Depending on his own requirements and
4. Broadcast Advertising Media - (a) Radio, (b) financial conditions, the advertiser can use one or
Television 5. Promotional Advertising Media - (i) more type of media. Several factors are to be taken in
Window Display, (ii) ShowRoom, (iii) Exhibitions to consideration before choosing a particular media.
and Fairs, (iv) Interior Display, (v) Trade Shows, (vi) While selecting a media, three levels of decision
Samples, Coupons and Premiums etc. making are required. First the merits and demerits of
a particular media should be kept in mind. Next
6. Miscellaneous Advertising Media - (a) Cinema decision should be about the market to be reached.
and Cinema Slides, (b) Speciality Advertising, (c) Finally the most appropriate media to reach a
Purchase Point Advertising, and (d) Video particular market should be chosen. An advertiser
Advertising etc. must consider the following factors while selecting a
4. Selecting Specific Media Vehicle : Once a particular media.
decision is made on media types, specific media 1. The number of people influenced / Media
vehicles within each medium must be chosen. circulation.
Media Mix: Once the media selection is decided Every medium has a general circulation. Media must
upon, the next step is to determine the mix of the be selected keeping in view the desired market so
media one must use. This will be arrived at by that waste in circulation is minimized. For local
considering the advertising company‟s marketing products, media like posters, local news paper etc
objectives, its target market, media characteristics, should be chosen. Direct advertising can also be
and its matching with the target market. The overall resorted to. For example ,a firm manufacturing sports
advertising budget also influences the nature of such shoes can choose sports journals and magazines.
mix, in addition to the available audience. For
example, to achieve certain advertising objectives, 2. Objective of Advertisement.
one may require to use a mix of 50% newspaper,
25% magazine and the rest 25% television. Each product or service is meant to reach a specific
market or the general public at large. In other words,
Media Buying : The specialist who is the counter part appeals are made either to specific class of
of the media sales representative is the media buyer. consumers or to general public. If the goal is to aid
Most of these specialists work for advertising salesmen, direct mail can be used. In case of mass
agencies, although some are retained by advertisers appeal, news paper, radio etc can be chosen.
and some work for firms of media specialists who
offer media buying services to both advertising 3. Requirement of message.
agencies and advertisers. The media buying specialist The management should consider the mediums
helps to decide what media should be used for a which are most suitable for the presentation of the
product, purchases the media, and controls and message to the market. If a product needs a lengthy
evaluates the performance of the media purchased. message, out door advertisement cant be a good

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media. On the other hand brief message can be attempts to finds out the most suitable media or
printed or can use displays, posters and neon signs. media-mix that would suit the needs of the advertiser.

4. Time and location of buyers. Media Research agencies are specialised agencies
which collect information about various advertising
The advertiser should select the medium which will media (Operations, circulations, popularity, cost etc.)
reach the prospective customers at or near the point and supply necessary information to their clients.
of purchase, where he buys it or makes the buying There are several organisations which conduct media
decision. survey on a regular basis for their clients. They
5. Cost of Media. conduct marketing research according to the
requirements of their clients on payment basis and
The most important criterion of selecting a particular supply them useful data. Such services in marketing
advertising media is the cost. The cost of advertising research are known as syndicated research.
media should be considered in relation to
Audit Bureau of Circulation – ABC- is one of such
A. The amount of fund available. agencies operating in India. All important
publications are the member of this Bureau and
B. Circulation of the media. If small amounts of
nearly every daily, newspaper circulation is audited
funds are available, costly media like TV, feature
by ABC.
film etc can ruled out. Companies having limited
funds can go for press and displays. Television Rating Points (TRPS) - The TRP system
was introduced in July 1986 to provide quick
6. Extent of Competition.
feedback on the viewership of different television
Competition in the field is another consideration in programmes. TRP is conduced by Indian Market
selecting the media. Generally the medias used by the Research Bureau (IMRB). It is conducted in 9 major
Competitors are preferred so as to make an cities of India - Mumbai, Kolkata, Delhi, Chennai,
impressive appeal for the product. Hyderabad, Bangalore, Kanpur, Ahmadabad and
Trivandrum. The TRP system involves collection of
7. Size and Nature of the business. viewership data in respect of TV programmes on a
weekly basis from a panel of sizeable number of
This also plays an important role. A big unit having
respondents.
chains may7 make use of TV, Radio, or News papers
having national network, where as small unit will
prefer local paper or display.
ADVERTISING AGENCIES.
Thus the above factors are generally taken in to
account, while selecting the primary advertising
media. Different media will suit the different
Planning and executing successful advertising
products and services.
campaigns call for people who have specialized
MEDIA RESEARCH knowledge and skills; who are well informed in all
aspects of marketing and consumer behavior, who
„Media Research‟ involves the collection of data are sensitive to people and communication, who
about the various advertising media, surveying know the media and markets, and who are skilled
consumers on their media preferences and habits, and writers , artists TV producers, researchers and
carrying out primary and secondary research on managers. The organization that brings such people
effectiveness of each medium for selling particular together in a single business enterprise is the
types of products. Media research is concerned with advertising agency. The agency provides the
advertising reach, frequency and the effectiveness of environment in which the various specialists can
different media and combination of media (media- interrelate and combine their talents to create
mix) in reaching target audience. Media research
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effective advertising for the agency’s individual Usually the advertiser is preoccupied with several
clients. problems relating to production, managerial,
financial and selling. As a result, the CO can’t spare
The American Association of Advertising Agencies sufficient time and effort in executing the advertising
(AAAA) defines an advertising agency as : “An program. There fore the Co’s find it safe to entrust
independent business organization, composed of the job of advertising to agencies who are in a better
creative and business people, who develop, repair position to perform the job. The need for appointing
and place advertisements in advertising media for an agency for executing an advertisement campaign
sellers seeking to find customers for their goods and arises chiefly due to the following reasons.
services”.
1. Avoid high cost.
So, an advertising agency is an independent
professional organization of specialists to offers Advertising is specialized job. In case the advertiser
services in advertising. Their services include keeps the job of advertising to himself, he has to
preparing advertisements, placing them in suitable employ specialists from various fields like copy
media, undertaking marketing research, an so on. In writers, artists, design staff, market research expert,
short the role of advertising agency is to plan, create, etc on a permanent basis. It may lead to higher cost
produce, and place ad’s for its clients. of advertising.

Besides planning and executing the advertisement However the agency can have these highly paid
campaign, the advertising agency also performs specialists, because their costs are spread over many
several other services like preparing sales promotion advertisers.
materials, advising on marketing management, or
public relations, preparing and distributing messages 2. Get timely and Satisfactory work.
etc. Advertising agencies are usually an assembly of
In advance countries, more than 90% of advertising experts from various fields like photography, art
is handled by agencies. In India also, the agencies are acting, painting, marketing etc. By engaging an
slowly developing. Some of the notable agencies agency, advertisers are able to get good quality Ad
include ‘Lintas”, ‘Silpi Everest Clarion’, work from experts. Further it can be presented timely
‘Impression’,’ Jelita’, and ‘Mudra’. and with out any difficulty by the agency.

3. Select Most Suitable Media.

The agency has become to represent he core of the The agency can take un biased view of advertising
advertising profession, and “Madison Avenue”, an problem. As they are in close contact with various
area in New York, where several agencies are advertising medias, they are in a position to judge the
located, has become the symbol of advertising in the merit and suitability of these media. Hence they are
world. in a position to judge and recommend the best media.

The advertising agency charges remuneration for its 4. Get Additional Services.
services either on the basis of commission, or fixed Modern agencies also offer the clients many other
percentage on the media bill. In the beginning, services besides advertising. They take up special
advertising agents were simply agents and their main services like designing the packing, labels, plan
job was to sell space in medium. But now a days, advertising program, undertake market research and
they are extending a wide variety of services and they so on.
have organized themselves as a big business house.
5. Conduct Market Research.
NEED FOR AN AGENCY & FUNCTIONS.
Some times agencies conduct market research about
products, consumers and methods of marketing,
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because of availability of competent staff. At times, agency is to have an exhaustive evaluation of
they are able to point out the demerits of products the advertising effects for the benefit of his
and marketing. client.
9. The last but not the least important function
FUNCTIONS OF AN ADVERTISING AGENCY. of the advertising agency is to establish
An advertising agency is am independent Co, effective coordination with client‟s sales
providing a series of services to its customers. force and distribution network to ensure the
long running success of the advertising
1. It helps advertisers, create advertisements, campaign. Each time the advertising agency
and place them with the appropriate media. contacts the client regarding advertising
2. One of the most important services provided media to be used and the number of times the
by an advertising agency is media planning. advertisement is to be repeated after giving
They employ media specialists for their effect to changes, if any, as suggested by the
clients in determining media mixes and advertiser.
schedules.
3. Media selection is another major function of SELECTION OF AN AGENCY.
the advertising agency. In making a media The relationship between the advertiser and his
selection several factors such as cost, agency can’t be undertaken lightly. Each party
circulation, population which it serves, should make a thorough investigation before entering
audiences, nature of the product, types of in to an agreement. Before the advertiser makes a
customers and above all needs of the clients final selection, he should look in to various factors.
should be kept in mind
4. These agencies also provide some other non
advertising services such as ‘marketing
research, public relation, price fixation, 1. Suitability.
package and product designing, distribution The first thing an advertiser has to see is that whether
etc. the agency is suitable to meet its requirements. In this
5. Among other services, agencies study the context 4 basic factors are to be taken in to account.
products, market, competition and the
promotional problems of their clients. A. Competing Accounts;- Those agencies, which are
6. They work for the producers and attempt to working for competitors are generally avoided.
build attractive and favorable image for them.
B. Location:- As for location, most advertisers want
The functions also include media selection,
an agency whose office is located where the
and giving additional services.
advertisers are. This preference is chiefly for
7. Advertising agencies performs some creative
convenience.
function also. They will prepare the “copy’,
illustrations, photographs, and will produce C. Policies:- Policies of the agency should be suitable
the advertisements according to the for the advertiser. For example, suppose it is the
requirements of various Medias. These policy of an agency not to handle accounts below a
functions are performed by professionals fixed amount, (say Rs 1 00 000), that agency is not
(include artists, designers, producers, and available for below that amount.
graphics specialists). Co- ordination with
client’s sales force and distribution network D. Size:- The size of agency is also important.
is one of the important functions of an Usually, larger Co’s are able to provide numerous
agency. facilities along with wide range of skills.
8. Simply drafting advertising copy and handing
2. Facilities.
over the same to the media is not enough.
The next major function of the advertising
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Before choosing an agency, the advertiser has to look provide facility according to his requirement and
into his requirements and see that whether a which suits its budget.
particular agency is in a position to offer the required
service satisfactorily. The advertiser should also see, Advantage of Using Agencies
how efficiently the different departments of the 1. The marketer gains a number of benefits by
agency can perform the task. employing agencies. An agency generally has an
3. Imagination. invaluable experience in dealing with various
advertising and marketing issues.
The agency must possess profound knowledge and
rich and meaningful imagination in order to take up 2. The lessons which agency learned in working with
the campaign. Imagination enables to develop the other clients are useful inputs for the marketer.
right campaign for clients to solve their problems. 3. An agency may employ specialists in the various
4. Records. areas of preparation and implementation of
advertising plans and strategies.
Much is revealed about an agency, by its records. If
an agency is really popular and reliable, it will have 4. The personnel are not members of the marketer‟s
maximum number of clients. The accounts indicate management team. They bring objective and
their past performance, and experience. unbiased viewpoints to the solution of advertising
and other marketing problems.
5. Reputation.
5. The discounts that the media offer to agencies are
Usually an advertiser is concerned with the also available to advertisers. This is a strong stimulus
reputation of the organization, which will be creating to them to use an agency, for the media cost is not
his advertising. The information relating to reputation much affected thereby.
can be collected from various sources like media,
clients etc. 6. The company normally does not have as many
types of specialists as a large or medium-sized
6. Management - Another important advertising agency has because an agency can spread
consideration is the management of the agency. Here the costs or its staff over many clients. It can do more
the concern about management centers around the for the same amount of money.
caliber, quality, stability and background. The
experience of top executives is also of considerable 7. The company can also get an objective, outside
importance. viewpoint from an agency, assuming that the agency
representatives are not acting as “Yes man” in order
7. Timeliness. to keep the advertiser‟s account.

The success of every campaign depends to a 8. A related point is that the company can benefit
considerable extent on its presentation at an from the agency‟s experience with many other
appropriate time. In fact much time, effort and products and clients.
money will go waste, if the advertisements fail to
appear at the right time. There fore while choosing a 9. Another advantage is that agency feels a greater
particular agency, timely delivery of goods pressure than the company‟s own department to
( advertisements) should be given due importance. produce effective results. The relations between an
agency and a client are very easy to terminate; but it
8. Rates Charged : is difficult to get rid of an ineffective advertising
department.
The advertiser considers the rates charged by the
agency. Normally, the rates depend on reputation, 10. The manner in which agencies are compensated,
facilities provided techniques adopted etc. Therefore, the use of an agency may not cost the advertiser a
an advertiser will select such agency which will single paisa
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ADVERTISING AGENCY ORGANISATION. 2. Accounts Service.:- Account management is
handled by people with titles such as A/C Executives,
While many agencies offer the same services, they do A/C Supervisors etc. they are assigned full time to
differ considerably in their style of operation. the clients. They represent the agency to the clients.
Agencies organize themselves in different ways. The They organize an control all the work from initial
organization structure differs from agency to agency planning to execution.
depending upon functions performed and size of the
business. 3. Marketing Service:- Media, research and
sales promotion are grouped under marketing
Because of the highly personalized nature of the services. The media department is staffed with
advertising agency business, it is difficult to say analysts, planners etc. They study about changes in
which type of organizational structure would be media audience, cost and competitors spending. They
suitable for it. Many agencies are organized also plan the schedule of advertising, buying tv
according to the personal preferences of the times, and radio times, and negotiate with magazines,
management. Most large and medium sized agencies news papers and others.
followed one of the two systems, the group system
and the departmental system and some combine The research department is involved in agency
them. planning, testing the product concept, defining target
market, developing marketing and advertising
1. Group System : Under this system the writers, strategies, test marketing and measuring the results.
artist, media planners, buyers and other specialists
are assigned to a group of accounts. All are under the Sales promotion people manage and plan the
general direction of an account executive or group promotion of goods. Typical consumer promotions
head. are sampling, couponing, premiums and organizing
contests. Trade promotions include trade allowance,
2. Departmental System : Under the departmental co-operative advertising, displays etc.
system, same type of specialists are grouped in the
same department. For instance, all writers in the copy 4. Administrative Service. :- Advertising
department, all artists in the art department and so on agencies are, formed to earn profit and like any other
organization, must be well managed. There fore in
addition to keeping the agencies accounts, there are
people who plan, and control the agencies financial
aspects, revenues and expenses. They are concerned
with the management of advertising agency.

METHODS OF REMUNERATING AN
ADVERTISING AGENCY

There are basically the following three methods of

The four functional groups are Creative Service,
remunerating an advertising-agency in practice in our
Accounts service, Marketing service, and
country :
Administration.

1. Commission Method : This is the oldest, and

1. Creative Service:- The creative function is the
most common method of remunerating an
most important function. The Copy writers, artists,
advertising agency. Under this method the
art directors, and graphics specialists are referred to
advertising agency has a fixed commission by
as creative people. These people are directly involved
the media owners on the advertising bill for
in creating an advertisement, or messages.
the advertising space bought by the respective
advertising agency. The fixed rate of
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 commission is 15% in India as well as in Following are major types of advertising
U.S.A. Though the rate of commission varies agencies that are currently serving the advertising
from media to media and from country to industry.
country but the rate of 15% is almost
universal. For example, an advertising agency 1. Full Service Agencies - A full service ad agency
places a full age advertisement in a magazine is one that provides a range of marketing services. A
at an agreed charge of Rs. 50,000. The full services agency provides services that are
magazine will bill the agency for Rs. 50,000 directly related to advertising such as copywriting,
less 15% i.e., Rs. 42,500 net. The advertising artwork, production of ads, media planning etc. It
agency will bill the advertiser for Rs. 50,000 also provides such services in respect of pricing,
(cost of advertisement charged by the media). distribution, packaging, product design etc.
Thus the difference of Rs. 7,500 will be
treated as the remuneration of the advertising
agency. 2. Modular agencies A modular agency is a full
2. Fee System : The fee system came into effect service agency that sells its services on a piecemeal
following a controversy between the basis. Thus an advertiser may commission an
advertiser and the advertising agency. Under agency’s creative department to develop an ad
fee system, the agency payment consists only campaign while obtaining other agency services
the service charges which are to be computed elsewhere. Or, an advertiser may hire an agencies
on the basis of cost plus system. Under the media department to plan and execute a program for
system a certain fixed percentage (flat rate) advertising that another agency has developed. Fees
on cost may be charged from the client as fee are charged for actual work undertaken.
to be paid to the agency along with the bill.
3. In House agencies - Those companies, which
3. Service Charges : Under this method, service
prefer to have closer control over advertising, have
charges are added to the cost of materials and
their own in house agency. This type is owned
services bought by the advertising agency for
completely by the advertiser. It performs almost all
the client in art work, photography,
functions that an outside advertising agency would
typography, plates etc. Normally, it is cost
perform andthat’s why some people refer to it as full-
plus 15%.
service advertising department of the advertiser.
In actual practice one of the above methods of However, the difference between an in-house agency
compensation or a combination of the fee-and- and an advertising department is that the in-house
media-commission plan or a method by which agency can undertake to serve several other clients, if
commission granted by the media are credited the owner so desires, but an advertising department
against profession fee, is used. solely undertakes that work of its owner and not of
outside clients. Secondly an advertising department
may not be equipped the personnel and facilities,
which an in house agency would posses. In-house
Types of advertising agencies.
agency not only provides control over advertising
Ad agencies come in all sizes , from small schedule and costs, but also offers convenience for its
one- or two-person shops to largemultinational, owner, because it is just available in the same
multi-agency conglomerates such as Omnicom building as that of the head office of advertiser.
Group, WPP Group,Interpublic Group of Companies
and Havas.Some agencies specialize in particular
types of advertising, such as print adsor television 4. Creative Boutiques These are shop agencies that
commercials. Other agencies, especially larger ones, provides only creative functions and not full-service.
produce work for many types of media. The specialized creative functions include copy
writing, artwork and production of ads, they charge a

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fee or percentage of full service agencies, and as such and expenditure on advertising during a specified
most of them convert into a full service agency or period. It states the proposed advertising expenditure
merge with other agencies to provide a wide range of and informs and suggests the Co’s management of
services. the anticipated cost of executing the advertising plan.
The following factors are to be considered in
determining the budget size.
5. Mega agencies A significant of 1980’s is the
1.Size and Extent of Market.
development of mega agency. Agenciesworldwide
merge with each other to serve their clients in much The size of the budget depends on the decision “how
better way. It was in1986, Saachi & Saachi, a many people are to be reached”. It costs more to
London based agency who started the movement and reach large, widely dispersed national market, than
at present it is the third largest agency network in the small, highly concentrated local market. A single 30
world. second commercial in an American TV costs $
70,000 to $ 1, 00,000. Only advertisers with
6. The Specialists Agency - There are some agencies
sufficiently large and widespread market can afford
who undertake advertising work only in certain
such large expenditure.
areas.there are agencies that specialize only in
financial services or only in publicity or onlyin point- It costs more to reach a broad, widely spread market
ofpurchase material etc. for instance Soubhagya than a well defined market segment. To reach widely
advertising agency concentrate on specialized in spread market requires TV, News paper, &general
financial advertising. magazines, which are much costly. Reaching smaller
segments require less costly, specialized magazines
and local radio involving less coverage.

2. Role of advertising in the marketing mix.

The greater the role of advertising in generating

ADVERTISING BUDGET. sales, the larger the advertising budget is likely to be.
In the case of consumer goods advertising has got a
Advertising management is essentially a matter of very important role and hence cost will be much
setting objectives, planning operations to achieve the high, compared to industrial goods. In the case of
objectives, putting the plans in to action and new products also, the initial cost of advertising will
controlling operations. The principal instrument used be much higher, compa5red to existing products,
in performing these functions is the advertising which require only less amount of advertising.
budget.
3. Stage in product Life cycle.
Advertising budget is an estimation of total expenses
that are to be incurred on advertising during a given The introduction of a new product generally requires
period of time. The advertising budget includes items heavier advertising. Building brand awareness,
of expenditure relating to advertising programmes, introducing trial, and gaining retail distribution
cost of space, advertising material (including require heavy initial advertising and promotion
advertising copy) production expenses, media expenditure. An Eg of this was Procter &
expenses, agency commission and advertising Gamble’s launching of “ High Point “ instant
research etc. In the most elementary form, it states coffee. The first year budget of the Co was $ 24
the proposed advertising expenditure and informs million.
and suggests the company management of the
For existing products, the cost of advertising will be
anticipated cost of executing the advertising plan
comparatively less.
Thus an advertising budget is a functional budget
4. Product Differentiation.
setting the goals and objectives in terms of income
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When the product offers a unique benefit that the allocated after other unavoidable expenses have been
buyer can readily perceive when using it, the amount duly met.
of advertising tends to be less; than when no such
clear differentiation exists. 2. Percentage of Sales Method : Under this method,
the amount to be appropriated to advertising is
5. Profit and Margin volume. arrived at by multiplying the value of past year‟s
sales or the projected sales for the budget period with
Profit margin per unit and volume of sales are a pre-determined percentage.
inseparable considerations. If the margin is high, then
there will be considerable money for establishing a 3. Competitive Parity Method : This method
huge size advertising campaign. For some products envisages determination of advertising appropriation
like cosmetics and health items, the margin available in such a way that a company maintains a parity with
is 40% to 50 % of retail price. No wonder that most its competitors‟ advertising outlays. This method is
advertisers in those product categories are big based on the principle that you are at par with
spenders. competitors. Spend as much as the competitors do.

A small margin per unit may be adjusted by a large Objective and Task Method : Objective and Task
volume of sales. Because their volume of sales is so Method for framing the advertising budget is
high, soaps and detergents are heavily advertised. considered to be the most desirable and realistic
method. It is also known as „researchobjective
6. Competitive Spending. method‟. It envisages appropriation of advertising
Generally a brands share of advertising is likely to be funds on the basis of objectives to be achieved and
close with the competitors advertising. Spending the task involved therein. It means advertising
some times affect the advertising success, and how objectives are set for the coming budget period and
much competitors spend; should some times affect a the cost of achieving these objectives are calculated
Co’s budget. in details in terms of task to be performed, the total
of which indicates the appropriation level. In short,
7. Financial Resources. this method includes :

This is the most important factor which affects an (i) Defining advertising objectives as far as possible
advertising budget. The advertising cost to maintain a in quantitative terms. (ii) Outlining and listing
national market can be afforded by only a few firms, tasks to be performed in achieving these
who have tremendous financial resources. The scale objectives. (iii) Estimating the cost of
of advertising, like the scale of manufacturing, must performing these tasks.
be adopted to the funds available. 4. Return on Investment Method : In this
method money spent on advertisement is
considered as an investment and not an
METHODS OF FRAMING THE ADVERTISING expenditure. It is an investment in the sense
BUDGET that a certain return in terms of profit is
expected under this method. The advertising
The popular methods which are commonly used in budget is prepared; under this method by
determining advertising appropriation or for framing taking into account the increased profits
the advertising budget are as follows : generated by an increase in sales and
goodwill on account of advertising. If sales
1. Affordable Method : In this method one has to
and profits are higher, the excess may be
find out what the company can afford in a given
assumed to the result of advertising.
business situation. Particularly, those companies
5. Judgement Method : Judgement method of
which have limited resources use this method. When
framing an advertising budget is based upon
funds availability is a constraint, a limited fund is
the judgement of experienced managers of the
company. This method is also referred as the
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 „arbitrary method‟ because it is based on the A large portion of Budget is spent for use of media.
arbitrary thinking of some experienced Decisions on what type of media to use and what
managers only, this not based on any specific media within these type etc requires
scientific lines. This method involves no specialized skill and experience. What is sought in
clerical or statistical or field work. It is solely media selection, is the delivery of effective
based upon the experience and judgement of advertising messages to the greatest number of
some old and experienced managers. They prospects at the lowest possible cost. These cover
frame the advertising budget considering all cost, coverage, and nature of message.
situations, i.e., objectives, anticipated
behaviour of the customers and the
competitors, market to be covered, types and Creating Advertising Messages.
cost of media etc.
6. Fixed Sum Per Unit Method : This method is Advertising messages are at the core of advertising
similar to the percentage of sales method planning. The value of an excellent message is much
except that a specific amount per unit is higher than an ordinary message and at the same time
appropriated rather than a percentage of the “cost’ will be more or less same. Thus a good
value of sales. The advertising appropriation message only can achieve greater return on the
may be based on units of a product sold in the amount spent.
previous period or on a forecast of unit sales
in future period. This method is most suitable
in advertising appropriations for industrial SIZE OF ADVERTISEMENTS.
and durable consumer products.

Frequency of advertising is a basic element of media

DEVELOPING ADVERTISING STRATEGY. scheduling. The size f advertisement influences the
frequency of the advertisements to a great extent and
Having laid down the objectives of advertising, an
its importance is very much. The size of the
appropriate strategy is to be developed to achieve
advertisement is greatly affected by the size of the
those objects. Advertising strategy is creativity
advertising fund allocated for this purpose, the
applied to knowledge for the purpose of finding the
number of media to be used an the number of
most effective way of achieving an end. The
advertisements to appear during the period. Most of
advertising strategy is the totality of what a product
the factors that influence frequency, affects the size
or service is and how it is sold to the consumer.
of the advertisements.
Generally strategy issue arises in two major areas of
advertising. The size of the advertisements are also influenced by
the policies of media owners about the acceptance of
1. Selecting the Media&
advertisements. A magazine may accept
2. Creating Advertisements. advertisements ‘no smaller’ than a page or ½ page or
¼ th. The policies about cover pages will be
1. Selecting the Media:- different. There are standard sizes for outside media.
( size of posters, hoardings etc) There are standard
time units in the broad cast media also. (like 30
Marketing research identifies the members of a target seconds, one minute etc). News papers accept
market. This is an essential information needed for a minimum number of words for classified
media strategy. In a simplified way, the media advertisements or minimum space for display of
selection process can be described as matching the advertisements.
audience for a specific medium with the media habits
of persons in target group.
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Another factor which influence is the potentiality of 3. Some times big advertisements do not
markets. Some advertisers buy larger space for guarantee a big attention value, readership or sales.
longer time for large and potential market and This is particularly applicable to technical and
smaller space and shorter time for less potential industrial products.
market. The purpose of advertisement may be the
strongest influence in determining the size of the 4. Small Ads are most appropriate, when
advertisement. A large space is used for announcing advertiser wants to remind.
some thing, where as a small space is sufficient to Keeping above stated points, the advertiser should
remind. decide the size of the ad.
The amount of copy, the number of products to be Advertisement Ethics
included in one advertisement and illustration needs
of the advertisement determine the size of the
advertisements. The dealers and sales men’s opinions
Ethics means “Good Conduct” or “Conduct which is
are also considered in designing the size of the ads.
right in view of the society and the time period”. By
common consent, various modes of behaviour and
Advantages of large size advertisements. conduct are viewed as “good” or “bad”. Ethics
means a set of moral principles which govern a
Although, a number of factors influence the size of person's behaviour or activities. Ethics in advertising
the advertisements, yet it is the decision of the top means a set of well defined principles which govern
management , considering several factors and the ways of communication taking place between the
limitations, actually affects the size. Large size and seller and buyer.
small size carry its own advantages and
disadvantages. Positive and Negative Aspects of Advertising

Large Size. As like any other medium of mass communication,

advertising also have positive as well as negative
1. They posses greater attention value and aspects. Advertising increases sales, advertising
greater visibility, particularly in competition with makes the product popular, advertising helps in brand
other advertisements. formation, advertising makes the public aware with
2. A large space bought by the advertiser the available brands or products. Advertising is the
provides him, better display possibilities. More and largest financial source for mass media. Advertising
more illustrations, pictures etc cam be provided. is sometimes subjected to wide criticism. Many of
the advertisements are criticised as deceptive or
3. A larger message, explaining each and every manipulative. Other criticism focus on the social or
aspects of the product can be displayed. environmental impact of advertising, the effect of
advertising on our value system, commercial clutter,
4. Big size of Ad’s usually attract the attention stereotypes, and offensiveness.
of the readers.
Ethical and Moral principles of Advertising
5. Colors and special graphics can be added
lavishly, in long size Ads to gain the attention. Advertisers must have sufficient knowledge of
ethical norms and principles, so that they can
Advantages of small size. understand and decide what is correct and what is
1. Small size Ads will be cheaper. Advertisers wrong.
having small funds generally buy smaller space. Ethics in Advertising
2. They permit more frequency and continuity. Ethics is a set of moral principles, norms or values.
Thus funds can be utilized wisely. It deals with good and bad with reference to a
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particular culture. It refers to the moral duty and furnish details of crime or imitation thereof;
obligation and advertiser has towards the society. (v) which would adversely affect friendly
Moral principles are the rules or standards of what is relations with foreign states; (vi) Which
“right” or “wrong”. . An advertiser should maintain a exploits the national emblem .
high degree of ethical stands i.e. he must inform the
facts or truth to consumers. An advertisement with
false claims may succeed in short run but it will 7. Specifically for Broadcast Media – (vii) No
definitely give a bad name to the product in long run. advertisement should be permitted for
cigarettes and tobacco products; (viii)
Apart from Act in force to govern the advertisers,
Advertisement wholly or mainly must not be
some rules and regulations are formed by
directed towards any religious or political
Government through setting of various committees
end and have any relation to any industrial
on their recommendation. According to Verghese
dispute ,
Committee Report (1978), the following are the
general rules of conduct in advertising:
8. Advertisement should not contain
1. Ethics in advertising means that the disparaging reference to another product or
advertisers should do only good advertising, service. - Imitation likely to mislead
meaning thereby honest advertising. It means viewers
that only true facts, no exaggeration and no
lies, about the product, service, idea or 9. Visual and verbal representation of actual
institution should be stated, and comparative prices and costs must be
2. Ethics in advertising also means that only accurate and should not mislead.
good products, services and ideas should be
advertised and that too to the right 10. There are sufficient number of laws in India,
consumers. Advertising for products like which are very much concerned with
cigarettes and other harmful products should advertising. 1. Advertisements (Hire
be avoided. Purchase) Act, 1967:, 2. Consumer Credit
3. Ads in poor taste and offensive to public Act, 1974:, 3. Consumer Protect Act,1987, 4.
decency with double meaning tone must be Control of Misleading Advertisements
avoided. Regulations, 1988:, 5. Copyright, Designs
4. Ads should avoid attacking unfairly and Patents Act, 1988:, etc.
competitors. In sum, advertising should be
The Advertising Standards Council of India (ASCI),
honest, objective, informative and persuasive
a body that brings together advertisers, ad agencies
in contents
and the media, has drawn up a detailed and elaborate
5. Advertising should be so designed as to
code. It has also established a Consumer Complaints
confirm to the laws of the country and should
Council (CCC) to examine the complaints received
not offend against any morality decency and
religious susceptibilities of the people. The following are excerpts from code of ethics for
6. No advertisement should be permitted (i) advertising issued by the Advertising Council of
Which divides any race, caste, color, creed, India.
nationality except wherein such usage would
be for specific purpose of effective 1- Advertisement should be so designed as to
dramatization , (ii) Which is against any of confirm not only to the laws but also to the morals,
objectives, principles of provisions of the aesthetic and religious sentiments of the country.
constitution of India; (iii) Which will tend to
2- No advertisement likely to bring advertising into
incite people to crime or to promote
contempt or disrepute should be permitted.
disorder, violence or breach of law, (iv)
which presents criminality as desirable, or
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 3- No advertisement of talismans, charms and or no claim of the attribute or feature is currently
character reading from photographs. being made by any other competing brand.

4- Advertisement should be truthful avoid distorting (ii) Selling : Selling refers to sales value. The claim
facts and misleading the public by means of whatever it is - must be strong enough, important
implications and omission. enough, believable enough to convince consumers
that it is absolutely in their interest to purchase the
5- No advertisement should be permitted to contain product or brand in question.
any claim so exaggerator as to lead inevitably to
disappoint in the mind of public. Special care is (iii) Proposition : Proposition is a promise made by
called for in the advertisements related with illness, the advertiser that the product, if purchased, will
investment of money, invitation to lotteries, satisfy the needs of the consumers. The proposition
publication of employment notices requiring fees for should be strong enough to move the mass millions,
application forms, prospects, etc. i.e., pull in new and old customers to your product or
brand.
6- Methods of advertising designed to create
confusion in the mind of consumers as between ADVERTISING APPEAL
goods of one make and another.
An advertising appeal is a statement designed to
7- Advertising should endeavor to gain the goodwill motivate a person to act. The appeals which the
of public on the basis of merits of good, or services advertiser makes usually focus the buying motives of
advertised. the consumers. The following are the essentials of a
good advertising appeal :
8- Indeed, vulgar, suggestive, repulsive or offensive
theme or treatment should be avoided in all 1. It must be Communicative : An advertising appeal
advertisements. must successfully tell what it wishes to convey. As
far as possible, the message must be communicated
9- No advertisement should offer to refund money in a simple language.
paid.
2. It must have a Good Theme : A good theme
10- The use of national emblem is prohibited by law means there must be something which has to be told
in advertisements, trade marks, etc to the prospects. Only meaningful words become
effective in conveying the story.

UNIQUE SELLING PROPOSITION (USP) 3. It must be Distinctive : An advertising appeal

must be distinctive. It should present a product in a
Unique Selling Proposition (USP) is an offer an distinctive way. If it is a new product, then „new‟
advertiser makes to his target customers which is alone makes it distinctive.
unique in relation to competing offers and promises
to deliver a certain distinctive benefit or satisfaction. 4. It must be Interesting : A good advertising appeal
Unique selling proposition is a creative approach and must be interesting. An advertisement must provide
style which was originated at the Ted Bates interest to the readers or the listeners or viewers and
Advertising Agency in the early 1940s. It is the this can be done by telling the story of an
combination of three words - (i) Unique, (ii) Selling, advertisement in an interesting manner.
and (iii) Proposition. In order to make the concept 5. It must be Believable : The theme of an effective
clear, the meaning of these three words is given advertising appeal must be believable. The message
below which is doubted can never be effective. Only facts
(i) Unique : The word unique describes an attribute are presented in an interesting manner.
or feature which the product or brand only possesses 6. It must be Complete : An advertising appeal
should be complete and must not be superfluous.
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Such information which is likely to confuse the include feelings like jealousy, anger, pain and fear.
prospects in making buying decision should be These are the unpleasant feelings and no prospect
avoided. would desire to associate himself with frustration

Types of Appeals Used in Advertising : The

following are the appeals widely used in advertising :
ADVERTISING RESEARCH
1. Emotional Appeals : Emotional appeals are used
Advertising research is defined as the systematic
in advertising the consumer product. They are used
gathering recording and analysing of data relating to
for inducing initial interests and arousing interest in
the effectiveness of advertising.
the advertised product. Goods like toys for children
and baby food are sold on emotional appeals. Need for Advertising Research :

2. Intellectual Appeals : These appeals are free from

emotional touch and are based on intelligence. 1. Target Audience : It can be identified through ad
Intellectual appeal are used for selling high priced research and accordingly the message can be directed
industrial goods. They are based on rational thinking. to the right audience.

3. Human Instincts Appeal : Human beings are 2. Media Mix : It enables to determine the proper
guided by such instincts as: self-preservation, media mix that can be employed to run the ad
parental care, food, clothing, curiosity and so on. campaign. Proper media is selected to reach more
When a copy makes proper appeal to the appropriate effectively to particular groups of potential
instinct, it will create a desire in the minds of the customers.
reader to buy the article. For example Baby food can
3. Unique Selling Proposition (USP) : Advertising
be sold more easily by making an appeal to the
research helps to discover USP that can be
parental instinct and the natural affection of the
effectively presented in the ad.
parents for their children.
4. Costly Errors can be Minimised : Advertising
4. Physical Sense Appeal: Appeals to physical
research can prevent the advertiser from making
senses evolve greater response. For example, food
costly mistakes. It can be overbudgeting, selecting
and beverage products are sold by inciting taste
wrong media, directing the ad message to wrong
appeal. During summer, cold drinks can be
audience etc.
effectively advertised with pictures of cool,
refreshing summer drinks,. 5. Budget Amount : Advertising research also
enables to determine the proper amount that can be
5. Positive Appeal: Appeals that follow positive
effectively spent on advertising. Proper budget
approach are called positive appeal. They create
amount can be allocated and utilised using the ad at
situations under which prospects are likely to attain
the right time and at the right frequency.
happiness and peace of mind with the possession of
advertised goods. With a view to arouse product 6. Layout, Copy and Illustration : It can help to
interest, the following positive emotional appeals are develop effective layout, copy and illustrations that
used e.g., appeals to comfort, healthy, living, family would be most effective in gaining consumer
affection, pleasure, personal appearance, sympathy, attention and in inducing effective readership of ad.
love, pride etc. These appeals are positive because
they create awareness under which prospects are 7. Appeals in Advertising : Through proper conduct
likely to attain happiness and the mental satisfaction of consumer research, one can understand their likes
of possession of materials. and dislikes, tastes and preferences. The study can be
made of their buying motives. Accordingly
6. Negative Appeal : Negative appeals are those appropriate appeals can be developed to stimulate
which follow negative approach. They normally demand among the various groups of prospects.
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 8. Competitive Advertising : Proper advertising list of good qualities to be possessed by an
research can help to develop not only creative ads but effective advertisement. The researcher has to
also competitive ads. To face the challenges posed by compare the advertisement with the checklist and
competitors claimed in their advertisement and other tick the items present in the advertisement copy.
marketing efforts. As it is a pretest method omissions can be
included in the copy before release of the
advertisement.
PRE-TEST AND POST-TEST OF ADVERTISING b. Consumer Jury method - This method
COPY essentially involves the exposure of alternative
The main purpose of every advertising is to arouse advertisements to a sample of jury; of prospects
the interests of the people in the firm‟s product. and the securing of their opinion and reactions to
Advertising copy research is done to see how will an the advertisements.
advertisement succeeds in attracting the attention and c. Sales Area Test - Under this method
stimulating the desire and action of the people for advertising campaign is run in the markets
whom it is made. selected for testing purposes. The impact of the
Copy testing is a tool involving a procedure where campaign is evaluated by actual sales in the
the effectiveness of an advertisement is measured selected markets. The market with high sales is
before it appears in its final form, during and after its considered the best market for effective sales
exposure to the audience to determine whether and to campaign. In other markets suitable changes are
what extent, it has accomplished its assigned task. made in the advertising campaign

d. Questionnaire - The draft of an advertisement

along with some relevant 84 questions is to be
Types of Tests The various methods of testing sent to a group of target consumers or advertising
advertising copy are 1. Pre-test methods 2. Post-test experts. Their opinions are collected and analysed
methods 3. Concurrent methods to find out whether the proposed advertisement is
satisfactory or not.
1. Pre-Test Methods Pre-test method refers to
testing the potentiality of a message or copy e. Recall test - Under this method, advertising
before printing or broadcasting. It is useful copies are shown to a group of prospects. After
because the concepts in advertising may few minutes they are asked to recall and
appear to be simple and effective to the reproduce them. This method is used to find out
advertiser or advertising to be simple and how far the advertisements are impressive
effective to the advertiser or advertising
agency. It may be difficult from the layman‟s f. Reaction test - Reaction test The potential
point of view. All the elements in the effect of an advertisement is judged with the help
advertising copy requires careful pre-testing of certain instruments, which measure heartbeats,
to see that the matter it intends to be blood pressure, pupil dilution etc. Their reactions
conveyed has been really conveyed, reveal the psychological or nervous effects of
„prevention is better than care‟. Pre testing advertising.
methods are adopted on this basis. The g. Readability test - All the listeners of
following are some of the pre-testing advertisements cannot read it equally. So
methods. respondents are drawn from different socio
a. Check list method - The purpose of this economic and geographical backgrounds. This
method is to ensure that all elements of the method is used to find out the level of
advertising copy are included with due effectiveness when and advertisement is read.
importance in the advertisement. A checklist is a
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 h. Eye-movement test. - The movements of eyes methods are 1. Consumer diaries 2. co-incidental
of the respondents are recorded by using eye surveys and 3. Electronic devices. 88 1. Consumer
observation camera when advertisements are diaries Under this method, diaries are supplied to a
shown to them in a screen. This helps to find out few selected customers. They are also informed to
the attention value of advertisement record the details of advertisements they listen or
read. The diaries are collected periodically. The
2. Post-Test Techniques The following are the result obtained from such a survey reveals the
post-test techniques for measuring the effectiveness of advertisement. 2. Co-incidental
effectiveness of the advertisements – (1) surveys This method is also called as co-incidental
Recognition Test – It determines the telephone method. Under this method, samples of
readership of the advertisement in the customers are selected and calls are made at the time
newspapers and journals. This test is of broadcast of the advertisement programme. The
conducted by personal interviews with data obtained and analysed will give a picture about
readers, and magazines or newspapers. The the effectiveness of an advertisement. 3. Electronic
interviewers locate the readers of the devices Now day‟s electronic devices are widely
particular issue of the magazine in question. used to measure the effectiveness of an
They, then, go through the magazine page by advertisement. They are mainly used in broadcast
page with the respondent indicating those media. These are auto meters, track electronic units
advertising elements which he or she etc.
recognise as having read.

BUYING MOTIVES.
(2) Recall or Impact Test – The recognition test
measurers the stopping power of the advertising but
goes not tell us what the readers understood or
retained of the advertisement. The recall test is A sale is usually made in the minds of the buyers, but
designed to measure the impression of readers or not in the minds of the salesmen; or not at the shop.
viewers of the advertisement. If a reader has a When the customer wants to buy, he is motivated or
favorable impression of the advertisement, he will induced by some reason. There fore it is essential for
certainly retain something of the advertisement. The the sales men to know what induces the buyer to buy
measures of interest would be obtained by and how he can be induced to buy by making an
interviewing the readers or viewers or listeners, days appeal to his buying motives.
after the advertisement or commercial is appeared in
the newspaper, or on T.V.
The urge or motive to satisfy a desire makes people
Psychological Analysis – The whole process of buy goods or articles. Behind every purchase, there is
advertising is psychological in character. It is a buying motive. Buying motive is the thoughts,
therefore, natural to apply some psychological tests feelings, emotions and instincts which arouse in the
to measure the effectiveness of the advertising. Four buyer, a desire to buy an article. The buyer purchases
psychological testing techniques are most commonly certain products induced by certain mental and
used – (a) Tests of readability and comprehension; economic factors. So buying motives are the
(b) Tests of Believability (c) Attitude tests; and (d) considerations which provide the impulse to buy and
Triple Associates Test. induce action or determine choice in purchase of
3) Concurrent Methods Under this method, tests are goods or services.
conducted while the consumers are exposed to According to Prof D.J.Duncan, “ buying motives are
different types of media. For instance, a magazine those influences or considerations which provide the
reader may be observed while reading the magazine. impulse to buy, induce action or determine choice in
Which carries an advertisement? The concurrent purchase of goods or services”. It is necessary for the
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salesmen to study the buying motives of his these reasons, a customer is inclined to buy the
customers. This would help him to arouse favorable product.
attention of the consumers and finally a sale.
Sufficient knowledge of buying motives helps the EMOTIONAL BUYING MOTIVES.
salesmen to guide the customer in the right way. The consumer at times, is driven by emotions, while
CLASSIFICATION OF BUYING MOTIVES. buying certain products. In such cases the consumer
does not bother to make intelligent or right decision.
Buying motives are numerous and so also their He is generally carried away by emotions. The
classification. following are certain examples.

Buying Motives. 1. Pride:-

People always want to be admired and appreciated in

the society. They want to be respected by others and
Primary Secondary feel proud of their social status, activities and
( includes hunger, thirst etc) (includes security, . achievements. There fore people purchase expensive
comfort attention etc) luxury goods in order maintain there status. In fact
this is one of the strongest buying motives.
Buying motives may be primary and secondary.
Primary motives are those which are the basic needs For example, People buy imported Cars, Music
of human beings like hunger, thirst, sleep etc. systems etc to show the pride of its possession.
Secondary motives indicate the secondary or social 2. Fashion and Imitation.
needs like security, comfort, affection etc.
Fashion an imitation is closely related to the motive
Some other authors classify motives in to product of pride. People generally try to copy or imitate
and patronage. Product motives are those motives others, particularly movie stars, sportsmen, etc. there
which are attaché to the public like durability, fore new Co’s, generally advertise their products
economy, and fashion; comfort etc. on the other hand with the help of popular film stars or athletes to
patronage motives are those which more or less appeal to this motive of buyers.
depends on the buyers. There are certain factors like
price, credit facilities, treatment, and appearance of 3. Sex and Romance.
the shop which attracts the consumers to buy from a
specific dealer. This is one of the strongest of all human motives.
Men and women want to attract and this motive very
BUYING MOTIVES. important in case of articles like Dress, Cosmetics,
etc. Appeal to this motive is there fore made to sell a
number of products like shampoo, sun glass etc.
Product Patronage
4. Comfort.
Emotional Rational Emotional Rational
The desire ti live in comfort is very strong in some
persons. Thus comfort is a very important motive in
PRODUCT BUYING MOTIVES. connection with luxury goods. These include
washing machines, Tv, etc. They save labor and time
an provide pleasure at the same time.
In product buying motives, customer is attracted to 5. Love and Affection.
the product due to some physical or psychological
attraction of the product. The product may be cheap, Most human beings have an in born desire to care for
attractively designed , durable, fashionable etc. for their family. Affection and love for family, society
and country often drives consumers to buy certain
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products. Affection for children may be responsible 5. Safety: - People are generally afraid of losing
for buying things like baby food, toys etc. attachment their wealth, health, and life. Man can’t get rid of the
to ones country may lead to buying goods made fear, unless and until certain precautionary measures
within the country. are taken. The motive of safety plays an important
role in buying articles like iron safes, Locks, and
6. Habits. services like insurance policies etc.
Habits ones made become the need for people. Habits 6. Convenience:- Some customers prefer
like smoking, consuming tea, coffee etc using convenience attached to a product, though it may be
particular brand products only etc very often provides a bit costly. This motive is important for selling
the stimulus for the consumer to buy certain articles pressure cookers, room heaters etc.
or service.
PATRONAGE BUYING MOTIVES.
RATIONAL PRODUCT BUYING MOTIVES.
Some times customers patronize a store or shop,
Generally people are rational in buying. Ie elective driven either by their emotional or rational choice.
with the consideration to the price, quality, durability
etc. The rational buying motives are based on thought There are certain factors which are responsible for
and judgment. Consumers usually purchase products such concentration of buyers choice.
by testing, comparing and observing the product
keenly. There are certain rational product buying Emotional Patronage Motives.
motives which depends on the product. They are; They depend upon the mentality of the customers.
1. Durability: - In the days of arising prices and The emotion or will is usually attached to a particular
limited income, majority of consumers are influenced dealer or store. Emotionally the buyer develops a sort
by the durability of the product. Almost all people of weakness towards that particular shop. Following
like to purchase products that have the longest are those kinds.
possible life span and need the least maintenance. 1. Appearance:- Some times customers are
The salesman while appealing to this motive should attached to a particular shop by its appearance. A
emphasize the durability, quality and reliability of the well decorated, clean and well furnished store with
product. all modern amenities tends to attract the attention of
2. Suitability: - Suitability means which fits well customers.
and enhances the beauty. Some customers pay much 2. Recommendation :- Customers also visit a
attention to the factor of suitability. If the product in shop on the recommendations of friends and
question likes painting, Fan etc suit their needs as relatives. Usually these friends and relatives are
well as give maximum utility; they are inclined to satisfied customers of a particular shop. As a result,
purchase it. they recommend the store to others.
3. Variety of uses: - It is common to find that
some customers prefer goods when it can be used for
a variety of purpose. In fact a rational buyer always 3. Imitation :- Some customers are motivated to
takes in to account what additional benefits he will follow others, since it often seems easier to imitate
derive out of the article. He always wants to get others. How ever this motive is short lived.
maximum benefit out of minimum spending.
4. Prestige :- For wealthy people, the sole
4. Economy: - Most customers prefer products buying motive is the prestige and superiority. Some
that give more economy in every respect. This is times this motive leads them to purchase an article,
particularly true in case of durables, and routinely which they may not need at all. In order to maintain
used goods. Some people visit several stores and the dignity, they purchase goods even at a higher
shops to purchase the best at minimum cost. price.
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 with human beings, it becomes necessary to know
human psychology in relation to buying. A study of
Rational Patronage Motives. the customers mind is useful for selling. Every sale is
A large number of buyers, by their rational choice, a mental activity and there fore it is essential to know
prefer to buy from a particular shop or store. They about the customers likings and disliking, what
apply their intelligence and judgment before appeals to him most etc.
patronizing a shop. They always calculate the Buying motives differs from person to person. There
benefits. is no definitive formula to find out why a person
1. Credit facility:- Some buyers patronize a behaves in a particular manner. There fore each an
particular shop because of credit facilities offered by every customer should be studied separately.
them. Some times Luxury goods are offered at The importance of psychology in selling can be
installments. known from the following sentences.
2. Close Location :- Some customers prefer A. Selling is a buying process
certain sellers, who are located near by. They also
prefer these shops which give them good treatment B. Sales takes place in the minds of the
consumers.
3. Services offered. :- A majority of customers
prefer buying articles from the dealer who offers SELLING IS A BUYING PROCESS
maximum number of services. Many provide services
like cash discount, guarantee, home delivery, free
service etc. A good sales man looks upon selling as a process of
4. Wide Choice:- Now a days people want to making the customers buy. He should create a mental
buy their requirements at a quality shop offering condition, which is necessary for purchase and, and
large varieties of style, size and prices. Varieties of for this, he needs to understand the mind of the
goods enables the customers to pick up the suitable buyer. Modern salesmanship studies customer’s
goods as per their requirement. needs and problems through customers view point.
He must create a desire in the customers mind to
The above discussion indicates that there are a purchase the product. There fore the sales man
number of motives, which affects the customers. should develop the idea that he is not selling any
Some times two or three motives may work thing, but he is helping the prospects in deciding to
simultaneously in the minds of the consumers. buy. For all this the salesman is required to know the
psychology of the customers.

A SALE TAKES PLACE IN THE MIND OF THE

CUSTOMER PSYCHOLOGY IN SELLING. CUSTOMERS.

The sale is effected only when the buyer is convinced

‘Psyche’ means soul or mind. Psychology is a in his own mind that it will be able to satisfy his
science related to the study of the human mind or needs. Thus sale is created in the mind of the
soul in its various operations. It is the science which customer. In this process customers mind has to go
seeks to understand the working of the mind, the way through a number of mental stages. Some of the
the mind acts, the way human beings behave and the common and important mental stage through which
nature of their thought, feelings, desires, action etc. customers mind passes are

The human psychology plays an important role in 1) Attention towards the product
selling. Since selling process and salesmanship deals 2) Developing interest
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3) Increasing knowledge about it the prospect realizes the need for the product to
satisfy his wants.
Considering the suitability of the product.
6. Handling objections: The salesperson should clear
5) Desire to possess an article all doubts and objections without entering into
controversy and without losing his temper. The
Considering price of the product etc. salesperson should convince the customer that he is
making the best use of his money by purchasing the
This mental process is some times described as
product. For this purpose, the salesman should prove
‘AIDAS’ theory of selling. the superiority of his product over the competitor’s
products. He should not lose patience if the prospect
puts too many queries and takes time in arriving at
STEPS IN EFFECTIVE SELLING
any decision.
Most selling program view the selling process
7. Closing the sale: The salesman should not force
as consists of several steps that the sales person must
the customer but let him feel that he has made the
master. These steps focus on the goals of getting the
final decision. He should guide the customer in
new customers and obtain orders from them. The
making the choice without imposing his own view.
process of personal selling consists of the following
He should assure the customer that he has made the
steps
right choice. Sales should be closed in a cordial
manner so that the customer feels inclined to visit the
shop again. In closing the sale, the article should be
1. Pre-Sale Preparation: The first step is the selection,
packed properly and handed over to the customer
training, and motivation of sales persons. The sales
with speed and accuracy.
persons must be fully familiar with the product, the
firm, the market and the selling techniques. They
8. Post-sale follow-up: It refers to the activities
should be well informed about the competitor’s
undertaken to ensure that the customer is satisfied
products and the degree of competition. They should
with the article and the firm. It helps to secure repeat
also be acquainted with the techniques of effective
sales, to identify additional prospects and to evaluate
selling and the policies of the firm.
salesman’s effectiveness.
2. Prospecting: It refers to searching out prospective
buyers who have the need for the product and the
ability to buy it. Social contacts, business
associations and dealers can be helpful in the
identification of potential buyers.
SALESMANSHIP
3. Approaching: Before calling on the prospects, the
sales person should know their number, needs,
Salesmanship is an art of influencing another person
habits, spending capacity, motives, etc. After this, the
for the object of persuading him to buy specific
salesperson should approach the customer in a polite
product. It may be regarded as the process of winning
and dignified way. He should make the customer feel
the confidence of consumer. According to
that he is getting proper attention of the salesperson.
Whitehead. “t is a method of arriving at a common
The salesperson should be very careful in his
point of view with the prospect in regard to the
approach as the first impression lasts for long.
desirability of some article, service or idea.”
Salesmanship may also refer to convincing a
customer by certain technique and he is really
4. Presentation: The next step is to gain customer’s
persuaded for buying the particular product.
attention. For this purpose, the salesperson has to
present the product and describe its features in brief.
Significance of Personal Selling or Salesmanship
5. Demonstration: In order to maintain customer’s
Personal selling is a promotional tool and an element
interest and to arouse his desire, the salesperson must
of promotional mix which occupies a pivotal role in
display and demonstrate the product. He has to
the distribution of goods and services to the existing
explain the distinctive qualities of the product so that
and prospective buyer. A salesman is a friend and a
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guide of the consumer and a supporter and an aid to 2. As it wins the buyer's confidence so it helps
the producer. A salesman helps the producer and to make regular and permanent customers.
consumer in the following ways: 3. The person who is engaged in convincing the
public desirability of a specific product is called
1) It is a Flexible tool salesman. He informs the customers about the
Personal selling is a flexible tool in promoting sales usefulness of commodity with a view to including
and can adopt to the need of specific buyer. Salesman him to buy the goods.
can present his ideas or message to fit the needs of 4. He establishes the goods will of firm in the
the buyer. His presentation is different in each case market. So the sales volume may easily be increased.
tailored to suit the buyer. He can observe the 5. He constantly observes the fashion, taste, like
customer's reaction to a particular sales approach and and dislike of customers and informs the producer
makes necessary adjustment in his way of about their choice.
presentation right o the spot. 6. He helps to establish close relationship
between the manufacturer and consumer.
2) It Involves Minimum Wasted Efforts
In personal selling, the salesman directly attacks the Knowledge, Skills and Qualities required in
target market and concentrate on the prospective salesmanship
customers. A salesman does not waste his efforts if
he thinks that the person to whom he is talking is not 1. Personality
a real prospect.
Personality’ refers to the dynamic force of a person
3) It Results in Actual Sales which attracts and impresses others. Similarly, “Sales
Personal selling is complementary to advertising and Personality” or ‘Personality of Salesman’ includes
promotion technique. Advertising and promotion his appearance, his characters, his mannerisms, his
techniques can only attract attention of the customers talk and the general impression which impresses and
and arouse desire to purchase the goods. They simply convinces the prospects. By using these qualities and
create demand. Personal selling converts that demand abilities skillfully, the salesman is able to impress the
into actual sale by persuading the people to buy the customers favorably.
product. A salesman answers the doubts of the
prospective buyer and convince aim to purchase the 2. Sound health
goods. A salesman should posses a sound and physique in
order to become efficient. A salesman who is not
4) It Provides Feedback healthy cannot maintain a pleasing appearance. He
Advertisement provides information about the will also not be able carry on his duties efficiently.
product and the producer but does not provide any
information about the tastes and mood of the 2. Good posture
consumers. The personal selling provides two way Good posture enhances the appearance and
communication between the buyer and seller. Apart personality of the salesman. A salesman should
from providing information to the buyer about the maintain an alluring posture, i.e. he should stand
product and producer, it provides knowledge about erect or sit erect while meeting a customer. It makes
the tastes, habits, and attitudes of the prospective a good impression on the customer.
buyers. Any complaint about the firm or its product 3. Pleasant voice
may be prospective buyers. Any complaint about Voice is the index of one’s own feelings than the
the firm or its product may be registered with the facial expression. The quality and the tone of the
salesman as the basis, the company can determine the voice also have its influence on the hearer. The
strengths and weaknesses of the marketing salesman should have pleasant, clear and forceful
programme. voice.
4. Good appearance
Importance of Salesman Ship A good physical appearance is a big asset for
1. Salesmanship helps to create demand for new salesman. The first impression on the customer is
products or new brands. It influences to change in created by the appearance of the salesman. A good
patronage from one source of supply to another appearance generally gives more confidence to a
which results concentration of purchases of specific salesman and he is able to convince the customers
product. more easily.
5. Cheerfulness
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Cheerfulness is the greatest virtue of a good 14. Enthusiasm
salesman. Everyone wants to be with persons, who A salesman should be enthusiastic; otherwise he will
are cheerful. If the salesman is cheerful, possesses a fail to create interest in the minds of the prospects.
good health, vigour and a rich sense of humor, then Enthusiasm creates assurance in the minds of the
he can attract large number of customers. buyers for a salesman’s products and services.
6. Imagination 15. Tact
It is an important consideration which detects the A salesman should be a man of tact. Tact means
exact need of the customers. This quality helps the doing the right thing at the right time, in the right
salesman to understand the problems of customers in way. It further includes mental awareness of the
his position. But it is depressing to see in India that salesman to tackle all kinds of situations. However,
many salesmen have absolutely no imagination. tact should not mean cheating or cunningness.
7. Alertness 16. Patience and tolerance
Alertness refers to active sensitivity to the situation Patience and tolerance take a very important place in
before oneself. It is nothing but presence of mind as the development of a salesman. A salesman to
to what to say, how to say and on what occasion. It become successful must be extremely patient in
consists of keen power of observation and common dealing with a buyer. In no case he should lose his
sense to take correct decisions quickly. temper, but to show a spirit impatient and angry, but
8. Resourcefulness a salesman should remain calm and cool.
It is a mental ability to think and find out alternatives.
It includes devising new approaches to make people 17. Effective speech
do what you want them to do. Resourcefulness has A salesman should be a good conversationalist.
great role to play in salesmanship. Ability to speak correctly and clearly impresses the
9. Initiative customers favourably. The sales talk should be clear,
Initiative is the ability to work on his own without pleasant and persuasive, but not like the situations;
any guidance from anybody. It is very useful quality each situation may have to be treated in a special
for success in dealing with customers. Of course, in manner.
early stages a salesman has to work under the 18. Honesty
supervision and guidance of senior salesman. But in The salesman should be extremely and thoroughly
course of time, he has to depend upon himself and honest. An honest salesman is liked by every
take independent decisions. customer. While dealing with a customer, the
10. Observation salesman must be true and frank about the products
Power of observation is another important quality of he wants to sell. He should not misrepresent or
a salesman. A good salesman must be a keen exaggerate facts. If a salesman cheats a customer,
observer. He should observe the changes in style, that customer is lost forever.
fashion of people, activities of rivals, Government 19. Integrity
policies, general attitude of customers and other Integrity of a salesman is an important trait in his
things. character. Integrity means uprightness of character,
11. Self-confidence moral soundness, good behavior, honesty, fulfillment
Self-confidence is another important quality, which of promises, and strength of character. A salesman
every salesman should possess. The salesman should who does not have integrity of character will not be
keep Self-confidence both on himself and the goods in a position to create good impression upon his
he sells to the customers. A salesman lacking Self- employer, fellow salesman and customers.
confidence can not convince his customer properly or 20. Loyalty
overcome his objections. Loyalty means willingness of obey. Loyalty of a
12. Memory salesman can be classified into four groups :(i)
Sharp memory is another important attribute of a loyalty to the organization, (ii) loyalty to the
salesman. Sharp memory refers to capacity to customers, (iii) loyalty to the fellow-workers.
recognize this customer, recall his past interviews 21. Reliability
with them, recalling their requirements and A salesman should be trustworthy and reliable. He
suggestions. should take his work seriously and with
13. Sociability responsibility. He should not give exaggerated
It refers to ability of salesman to meet the public and promises. He must be truthful in his statements and
make friends with them. A true salesman must be an honest in his dealings.
extrovert, i.e., a man who likes mixing with people in 22. Sincerity
every type of situation.
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Sincerity is another good quality of a successful 5. Knowledge of customers: In order to be
salesman. A sincere salesman attends his customers successful, the salesman must use the right appeal
sincerely and explains them all the merits and and approach. He should be able to understand the
demerits of the product. He also attends to the prospects correctly and quickly and to motivate and
customers promptly. A sincere salesman does not win them permanently. He should, therefore, have
face any difficulty to achieve his target. complete knowledge of the nature and type of
23. Maturity customers (their age, location, sex, income,
Maturity refers to balance of mind. A salesman education, etc.) and their buying motives (low price,
should be matured. He should accept gracefully both convenience, prestige, fashion, etc).
criticisms and praises. Equal weight age should be
given to both for and against. Maturity compels a 5. Knowledge of selling techniques: Above all, a
salesman to think before he takes any action. salesman should be well-versed in the principles and
techniques of salesmanship. He should pay undivided
attention to the customer, be courteous and
Requisites of Effective Salesmanship sympathetic towards customers, never loose patience,
consider customer as the king, serve the customer in
Success in personal selling depends u [pm the the best possible manner, etc.
salesman and the framework in which he works. In
order to practice effectively the highly skilled
profession of salesmanship, wide knowledge and Training of Salesmen
experience is necessary. To be effective, a salesman
should have knowledge of the following types.
The purpose of sales training is to achieve improved
1. Knowledge of Self: The overall personality of the job performance. In the absence of training, job
salesman is very important. To make the best use of performance improves with experience. Training
his personality, a salesman must continuously assess substitutes for, or supplements experience, so sales
himself and analyse his qualities in the light of the personnel given training reach high job performance
requirements of his job. Such assessment will make levels earlier. In most, companies, the rate of sales
him fully aware of his strength and weaknesses. He personnel turnover is higher for new personnel than
should constantly try to overcome his weak points for experienced people- often new sales personnel
through training and experience. find themselves unprepared to perform their jobs
satisfactorily, become discouraged, and leave the
company.
2. Knowledge of firm: Salesman should be fully
conversant with the history of the firm. He should Content of training programme varies from company
have a thorough knowledge of the objectives, to company, because of differences in products,
policies, standing and organizational structure of his markets, company policies, trainees' ability and
firm. Such knowledge will help him to utilize the experience, organizational size, and training
strong points of the firm in personal selling. philosophies.

3. Knowledge of product: A salesman has also to

convince customers about the features and utility of 1. Product Data
the product by removing their doubts and objections.
Therefore, the salesman should have full knowledge Some product training is basic to any initial sales
about the nature of the product, manufacturing training program. Companies with technical products
details, terms and conditions of sale, distribution devote more than half their programs to product
channels used and promotional activities. training. But in many situations, especially with
standardized products sold routinely, new sales
4. Knowledge of competitors: In order to prove the personnel require only minimal product training. In
superiority of his product, a salesman must have full all cases, new salespeople must know enough about
knowledge about the competitive products, their the products, their uses, and applications to serve
positive and negative features. Knowledge of customers' information needs. Product knowledge is
competitors’ sales policies, their brands and prices, basic to a salesperson’s self-confidence and
etc, is also helpful. enthusiastic job performance. Some training on
competitors' products is desirable. Salespeople

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should know the important characteristics of participation. Its main weakness is that teaching is
competitors' products and their uses and applications. emphasized more than learning. But a lecture can be
They should know the strengths and weaknesses of effective, provided that the lecturer is able and
competitive products. Thus informed, salespersons enthusiastic and uses examples, demonstrations, and
gain a decided advantage. visual aids. Compared with other training methods,
the lecture is economical in terms of time required to
cover a given topic.
2. Sales Technique.

Most new sales personnel need instruction in sales 2. Demonstrations

techniques. Some sales managers believe, however,
that careful selection of sales personnel and product The demonstration is appropriate for conveying
training are sufficient to ensure effective selling. information on such topics as new products and
They believe, in other words, that if an individual has selling techniques. Demonstrating how a new product
an attractive personality, good appearance and voice, works and its uses is effective, much more so than
and reasonable intelligence and lecturing on the same material. In initial sales
knows the product, he or she will sell it easily. But training, demonstrating techniques to use in "closing
the predominant view is that new sales personnel sales" is more effective than is lecturing. Effective
need basic instruction in how to sell. sales trainers use demonstrations to the maximum
extent-since the beginning of time, showing has been
more effective than telling!
3. Markets. The new salesperson must know who the
customers are, their locations, the particular products 3. Role Playing
in which they are interested, their buying habits and
motives, and their financial condition. In other This method has trainees acting out parts in contrived
words, the salesperson needs to know not only who problem situations. The roleplaying session begins
buys what but, more important, why and how they with the trainer describing the situation and the
buy. Markets are always changing, so training in this different personalities involved. The trainer provides
area should be continuous, the content changing with needed props, then designates trainees to play the
market changes. salesperson, prospect, and other characters. Each
plays his or her assigned role, and afterward, they,
together with other group members and the trainer,
4. Company Information Certain items of company appraise each player's effectiveness and suggest how
information are essential to the salesperson on the the performance of each might have been improved.
job; others, not absolutely essential, contribute to
overall effectiveness. The training program should 4. Case Discussion
include coverage of all sales-related marketing
policies and the reasoning behind them. The sales This method, originated by business educators as a
person must know company pricing policy, for partial substitute for learning by experience, is
instance, to answer customers' questions. The widely used in sales training. Write-ups of selling
salesperson needs to be fully informed on other and other problems encountered on the job provide
policies, such as those relating to product services, the bases for group discussion. Trainees discussing a
spare parts and repairs, credit extension, and case should identify the issue(s), collect the relevant
customer relations. facts, devise specific alternatives, and choose the one
most appropriate. Most trainers believe that securing
a thorough grasp of the problem situation is more
Training Methods essential to learning than the rapid production of
solutions.
1. The Lecture
5. On-the-Job Training
This ancient instructional method, in use before the
invention of printing, is used extensively in sales This method, combines telling, showing, practicing,
training. Trainees mainly watch and listen, although and evaluating. The trainer, sometimes a professional
some versions of lecturing permit questions. The sales trainer but more often a seasoned salesperson,
lecture features passive, rather than active, trainee begins by describing particular selling situations,

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explaining various techniques and approaches that other motivational factors, such as the
might be used effectively. Next, accompanied by the intangible feeling of belonging to the sales
pupil, the trainer makes actual sales calls, discussing team.
each with the trainee afterward. Then, under the 3. Third, the plan is fair-it does not penalize
coach's supervision, the trainee makes sales calls, sales personnel because of factors beyond
each one being followed by discussion and appraisal. their control-within the limits of seniority and
Gradually, the trainee works more and more on his or other special circumstances, sales personnel
her own, but with continuing, although less frequent, receive equal pay for equal performance.
coaching. 4. Fourth, it is easy forsales personnel to
understand- they are able to calculate their
6. Correspondence Courses ownearnings.
5. Fifth, the plan adjusts pay to changes in
This method is used in both initial and continuing performance.
sales training. In the insurance field it is used to 6. Sixth, the plan is economical to administer.
acquaint new salespeople with industry fundamentals Seventh, the plan helps in attaining the
and to instruct in basic sales techniques. Companies objectives of the sales organization.
with highly technical products and small but widely A sales compensation plan has as many as four basic
deployed sales forces use correspondence courses to elements:
acquaint experienced salespeople with new product (1) a fixed element, either a salary or a drawing
developments and applications. This method is used account, to provide somestability of income;
also to train non company sales personnel, such as
distributors' salespersons, to improve their (2) a variable element (for example, a
knowledge of the manufacturer's product line and commission,bonus, or profit-sharing arrangement), to
selling techniques. Few companies use this training serve as an incentive;
method exclusively.
(3) an element covering the fringe or “plus factor”,
such as paid vacations,sickness and accident benefits,
life insurance, pensions, and the like;and
MOTIVATION OF SALES PERSONNEL
(4) an element providing for reimbursement of
Motivation is derived from the Latin term expenses or payment of expense allowances. Not
‘movere’ meaning ‘to move’. Motivation stimulates every company includes all four elements.
the movement of an individual. It can be defined as a Management selects the combination of elements that
dynamic process set in motion by creating or best fits the selling situation
arousing internal needs that activate goal-directed
efforts and determine their intensity and persistence. TYPES OF COMPENSATION
In simple words motivation is goal-directed
behaviour, underlying which are certain needs or 1. Direct: The direct compensation package for
desires. It is generally regarded as the process of a salesman is more or less the same in all companies.
getting people to work towards the achievement of an A company employing technical person as salesman
objective. for selling, say, industrial or electronic products may
offer a high basicsalary. Sometimes, when the
Requirements Of A Good Sales product is in the introductory stage the function of
Compensationplan the salesman is to create new markets and make
customers understand how to use the product as in
A good sales compensation plan meets seven the case of a new consumer durable product like
requirements. vacuum cleaners of a new electronics products used
by certain industries; the basic salary of the salesman
1. First, it provides a living wage, preferably in
may be on the higher side.
the form of a secure income.Individuals
worried about money matters do not The direct compensation package of a salesperson
concentrate on doingtheir jobs well.
2. Second, the plan fits with the rest of the thusconsists of the basic pay plus allowances
motivational program-it does not conflict with covering all travel andentertainment expenses etc.

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In case, the salesman has to stay overnighthis properly connected and linked with the reward and
boarding and lodging allowances are also provided recognition serve as source of motivation to the
for. The basicsalary and other allowances are revised salesperson.
from time to time.
(e) Sales targets or quotas- If a sales target or quota is
Financial motivators to be effective in motivating a salesperson, it must be
regarded as fair and attainable and yet offer a
(i)Salary plus commission on sales above a certain challenge to him. Because the salesperson should
amount-Herein, the salesman receives direct salary regard the quota as fair, it is usually sensible to allow
and a commission in addition to it. him to participate in the setting of thequota.
(ii) Salary plus share in profits- This is not a very (f) Sales contest- The sales contest is an important
prevalent method. It is generally suggested for a tool to motivate salesperson. The purpose of the sales
company selling high value items with high profit contest varies widely. It may encourage a higher
margins. level of sales in general, to increase the sales of a
Non-financial motivators slow-moving product or to reward the generation of
new customers. It provides an incentive to show
(a) Training programme- Most companies offer better performance and secure more satisfactory
training programmes for their salesmen. These results.
programmes enable interaction between salesmen of
different territories as well as provide them with (g) Sales conventions and conferences- These are the
latest developments in the field. These training devices of group motivation. They provide
programmes are viewed as an indirect benefit by the opportunities for salesperson to participate, gain
salesmen. social satisfaction and express their views on matters
directly affecting their work. They promote team
(b) Awards, recognitions and prizes- In addition to work, dissolve social barriers, inspire and raise
training programmes the award recognitions and salesperson’s morale. Most of the companies in India
prizes can also be used to motivate employees. Some are now-a-days adopting this method to motivate
of the waysto extend recognition and honour to their salesforce.
salesperson include conferment upon the title of
“salesman of the month/year”. Congratulation (h) .Positive affect- The positive affect method is also
telegrams from members of top management, sales an important techniques for motivating the sales
trophies, offering membership of social clubs, force to their best. The proper application of praise,
mention in company newsletter, certificate etc. positive feedback, and human warmth and
Award ceremonies held in exotic locations like hill understanding can impel others to perform up to their
stations or five-star hotels, which are presented capabilities. This must be done in a genuine way and
through foreign dignitaries or important people in the not be perceived as overtly-self serving.
field, provide salesman with the much needed (i) Leadership style of the manager- Leadership style
recognition. of the manager plays an important role in motivating
(C) Meeting between manager and salesforce- These the salesperson. Inspirational leadership, which refers
are highly regarded by sales managers in the to influence through referent power. Identification or
motivation of their sales teams. This provides charismatic charm is an important tool in the
opportunity to managers to meet theirs alesforce in motivational strategy of the management.
the field, at head office and at the salesmeetings (j) Freedom to work- In order to perform the onerous
/conventions. duties and responsibilities, the salesperson must be
(d) Clarity of job- Clarity of job and what is expected given a reasonable amount of freedom and discretion
from the salesperson is a great motivator. The in performing their job. Discretion and freedom may
objectives when duly quantified and well defined, be accomplished by allowing salesperson to develop

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their own call patterns, more control over the types of agreement to place a particular product or brand. The
promotional packages that are offered to their likely scenario in this instance involves some
customers etc. Freedom or autonomy satisfies the member of the cast or crew selecting a product to use
psychological needs and is like power pay (which is in a scene because it will enhance the scene though
are ward), making the job of salesperson more the product itself may not be seen or presented in a
important in the organization. favorable light.

(k) Reward and recognition- Although sales quotas, • The placement is arranged and some of the product
sales contests, conventions and conferences have serves as compensation - .This type of placement a
positive carryover effects, these are short lived particular product is shown in the Movie/ Serial and
techniques of motivating salesmen. On the other no extraamount is paid for that. The product itself
hand reward and recognition on salesperson serves as compensation
accomplishments are more enduring and relatively
economic methods of motivation. • The placement is arranged and there is financial
compensation. - In this type of product placement the
(l) .Persuasion- One of the more common and company has to pay for the placement apart from the
recommended forms of inducing high levels of product.
motivation is through persuasion. In this situation,
managers use rational arguments to convince Product placement in movies -
salesperson that it is in their own best interests to act Product placement is an investment for brands trying
in preferred way. Persuasion has the advantage of to reach a niche audience, and there are strong
getting people to conclude that their actions were reasons for investors to expect that film product
performed out of their own free will. placement will increase consumer awareness of a
particular brand. Eg The 1995 film GoldenEye was
the focus of a highly successful BMW campaign.
Product Placement, or Embedded Through product placement, companies hope that
Marketing. movie watchers will take note of the products used
by the characters, and therefore think more strongly
about using the products themselves.

According to the European Union, Product placement Types of Product Placement -

is "any form of audiovisual commercial
communication consisting of the inclusion of or
reference to a product, a service or the trade mark 1. Corporate placement - To improve company
thereof so that it is featured within a programme. reputation. Ex Taj Hotels used for grandparties in
Product placement stands out as a marketing strategy movies, Lenovo used in game shows like KBC.
because it is imperative to attach the utmost
importance to "the context and environment within 2. Generic Placement - To demonstrate the
which the product is displayed or used. characteristics of a product without a particularbrand
name . . Ex Sunglasses and Shades used in Men in
Product Placement technique is a very effective Black.
technique for getting a message through. So it can be
effectively used for positioning and repositioning. 3. Service placement -- To present public or private
Marketers can choose this medium for positioning institution. Showing aparticular Bank (like ICICI in
their product to larger target customer at a relatively KBC) or a particularrestaurant in a particular movie
lower cost.
4. Idea placement -- To include facts, opinions or
There are three ways product placement can occur: • statements in a plot. Discussinga forthcoming movie
The placement simply happens - This placement like ‘ Kuch Toh Hai’ in a televisionserial etc.
occurs without any type of formal contractual
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 5. Negative placement - To present a competitor’s Proof Reading
product in a negative context. It isgenerally not
intentional. For instance if a particular flight crashes Proofreading is the reading of a galley proof or an
ina particular plot in the movie, it is not intentional. electronic copy of a publication to detect and correct
production errors of text or art. A proof is a typeset
6. Innovation placement - To introduce a new version of copy or a manuscript page. They often
product. Ex Swift Car was introduced in the Hindi contain typos introduced through human error.
movie ‘Bunty Aur Babli’ Traditionally, a proof reader looks at an increment of
text on the copy and then compares it to the
corresponding typeset increment, and then marks any
Advantages errors (sometimes called line edits) using standard
proofreaders' marks.
1. Product placement is advantageous to advertisers
in several ways. Viewers cannot bypass the
advertising if it is integrated into the media; they
would have to skip the whole thing.

2. It provides a good return on investment. When

compared to other types of advertising with broad Typography
reach and frequency, brand product placement
delivers a goodreturn. For example, the cost to Typography is the art and technique of arranging
produce and buy media for a 30-second television type to make written language legible, readable, and
spot far exceeds the cost of placing a product in a appealing when displayed. The arrangement of type
well-targeted film. involves selecting typefaces, point sizes, line lengths,
line-spacing (leading), and letter-spacing (tracking),
3. Products and services are perceived as having and adjusting the space between pairs of letters. The
higher value. Consumers have indicated that they feel term typography is also applied to the style,
that products or services that are integrated into a arrangement, and appearance of the letters, numbers,
film have a higher perceived value than similar and symbols created by the process. Periodical
products or services that are advertised in other publications, especially newspapers and magazines,
media. use typographical elements to achieve an attractive,
distinctive appearance, to aid readers in navigating
4. There’s a celebrity halo effect. When a star uses a
the publication, and in some cases for dramatic
branded product in a film, there’s an implied
effect.
celebrity endorsement of that product. This can
create a high level of awareness and a strong
emotional connection to that product.
Principles of the typography

Three fundamental aspects of typography are

Product placement is being done successfully now in legibility, readability, and aesthetics.
the Indian films and the small screen. The marketers
and brand endorsers are largely benefiting from this. Legibility describes how easily individual characters
The success of in-serial and film product placement can be distinguished from one another.For instance if
depends upon the involvement of consumers in the a "b" and an "h", or a "3" and an "8", are difficult to
serial as well as its popularity. From Georgio distinguish at small sizes, this is a problem of
Armani’s to Raymonds, ICICI Bank to Central Bank, legibility. Typographers are concerned with legibility
BMW to Maruti or Coke to Pepsi everybody has insofar as it is their job to select the correct font to
realized the need of harnessing the power of the Big use.
and the Small screen.

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Readability refers to how easy it is to read the text as
a whole. Some fonts or font styles, for instance sans-
serif fonts, are considered to have low readability, Lithography
and so be unsuited for large quantities of prose. Lithography (from Ancient Greek, lithos, meaning
Readability also may be compromised by letter- "stone", and graphein, meaning "to write") is a
spacing, or word spacing, that is too tight or too method of printing originally based on the
loose. It may be improved when generous space immiscibility of oil and water. The printing is from a
separates lines of text, making it easier for the eye to stone (lithographic limestone) or a metal plate with a
distinguish one line from the next, or previous line. ball grained surface. It was invented in 1796 by
Poorly designed typefaces and those that are too German author and actor Alois Senefelder as a cheap
tightly or loosely fitted also may result in poor method of publishing theatrical works. In this
legibility. Underlining also may reduce readability by printing process, the artist draws the desired image
eliminating the recognition effect contributed by the on a flat stone surface, using a greasy litho crayon
descending elements of letters. or a greasy black ink. Limestone is usually the
The aesthetic concerns in typography deals not only preferred surface for fine art, but zinc and aluminium
with the careful selection of one or two harmonizing plates are also used. When the drawing is completed,
typefaces and relative type sizes, but also with laying it is 'fixed' with an etch (a heavy syrupy mix of gum
out elements to be printed on a flat surface tastefully and a small quantity of nitric acid) to prevent the
and appealingly, among others. For this reason, grease from spreading. In addition, the nitric acid
typographers attempt to observe typographical opens the pores of the stone, enabling the gum and
principles, the most common of which are listed grease to enter easily. Meanwhile, the gum
below: surrounds the greasy areas, sealing it against the
water applied during printing. Because of the mutual
 Limit up to three colors, which should repulsion of grease and water, the image attracts the
harmonize to each other and with the color of the oily ink but repels water. Thus, when the surface is
paper and the dominant color(s) of the photo or moistened and inked, the ink adheres to the greasy
graphics drawing and not the wet stone, and is transferred
 Limit to two typefaces on a single page, which perfectly to paper.
should "match"
 Limit up to three fonts and sizes Lithography can be used to print text or artwork onto
 Select the size of leading to be optimal and most paper or other suitable material.
pleasing to the eyes.
 The number of different enhancements such as
greater size, bold, italic fonts, capitalization, or Symbol
different typeface, different color, as used for
A symbol is a mark, sign, or word that indicates,
headlines and emphasized words inside the text
signifies, or is understood as representing an idea,
block, should be limited and consistent, and be
object, or relationship. Symbols allow people to go
judiciously selected
beyond what is known or seen by creating linkages
 Avoid underlining
between otherwise very different concepts and
 Text should be placed judiciously to lead the eye
experiences. All communication (and data
from one text cognitively natural way to the next
processing) is achieved through the use of symbols.
text
Symbols take the form of words, sounds, gestures,
 Multi-line headline should be segmented by
ideas or visual images and are used to convey other
phrases (no phrase should be split into two lines)
ideas and beliefs.
 No widows and orphans (no beginning line of
paragraph at the bottom of page, no last line of Caption
paragraph at the top of page)
 Likewise no headline is at the page bottom etc.
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A caption, is text that appears below an image. Most
captions draw attention to something in the image
that is not obvious, such as its relevance to the text.
Captions can consist of a few words of description,
or several sentences. Along with the title, the lead,
and section headings, captions are the most
commonly read words in an article, so they should be
succinct and informative.

One of a caption's primary purposes is to identify the

subject of the picture. There are several criteria for a
good caption.

 A good caption clearly identifies the subject

of the picture, without detailing the obvious;
 Establishes the picture's relevance to the
article;
 Provides context for the picture;
 Draws the reader into the advertiement.

Important. Refer S4 Marketing Notes

Salesmanship , Knowledge, Skills and Qualities

required in salesmanship. Training and supervising
the salesman, Importance Of Personal Selling , Sales
Personnel : Qualities , Types Of Salesmen , Types Of
Selling Jobs , Theories Of Selling , The Selling
Process , Sales Training , Training Methods, Steps in
selling -

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