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Skills
• Familiarise with advertising concepts.
• Able identify effective media choice for advertising.
• Develop ads for different media.
• Measure the advertising effectiveness.
• Analyse the role of advertising agency.

Gladwin Joseph E
Asst. Professor, NSFTID

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Advertisement Skills
By Gladwin Joseph E
Asst. Professor, NSFTID

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Module 1 Introduction ...................................................................6

Communication process ........................................................................................7
Advertising as a tool of communication ................................................................9
Meaning. ..............................................................................................................11
Nature and importance of advertising. ................................................................15
AIDA (Awareness, Interest, Desire and Action)..................................................15
Types of advertising ............................................................................................16
Advertising Objectives ........................................................................................17
Audience Analysis ...............................................................................................18
Setting of Advertising Budget .............................................................................21
Determinants of Advertising................................................................................22

Module 2 Media Decision ............................................................25

Factors determining Media selection...................................................................26
Types of Media and Media Classification ...........................................................27
Internet as an advertising media- merits and demerits ........................................39
Factors influencing media choice ........................................................................42
Media Selection ...................................................................................................43
Media Scheduling ................................................................................................45
Advertising through the Internet-media devices. ................................................46

Module 3 Message Development.................................................50

Advertisement Copy: Classification, Qualities and Elements .............................52
Elements of an Advertisement Copy: ..................................................................54
Essential of Message Development .....................................................................57
Preparing ads for Video Advertising - Television & YouTube ............................59
Preparing ads for Audio Advertising - Radio and Podcasts ...............................62
Types of Media and Media Classification ...........................................................65

Module 4 Advertising Agency .....................................................71

Role and types of advertising agencies ...............................................................72
selection of advertising agency ...........................................................................74
Social and Ethical aspects of advertising in India ...............................................76
CODE OF ETHICS BY ADVERTISING COUNCIL OF INDIA ......................78

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Page 4
Module 1

Communication Process; Advertising as a tool of

communication; Meaning, nature and importance of
advertising; Types of advertising; Advertising objectives.
Audience analysis; Setting of advertising budget:
Determinants of advertising.

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Module 1
Introduction

M
arketing skills are traits and abilities which are
directly applicable to the eld of marketing. The
skills are tools that enable a marketing
professional to excel in the eld. When hiring for an open
position the company is committed to nding an applicant
who is capable of handling the responsibilities of the job
and can meet or exceed expectations.

For an advertiser, Highlighting the right skills on resume

is the best way to show a potential employer that you are
right candidate to meet the goals

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COMMUNICATION PROCESS

The advertising communication system

Advertising is an audiovisual form of marketing that

engages and open, non-open personal messages to
promote a product or service. Advertisements or
communicated through various mass media, such as
newspapers, magazines, television, radio, and the internet.
The actual presentation of a particular message in some
medium is called advertisement.

Communication process refers to the interchange of

information between two or more people. For the
communication to triumph, both the parties must be able
to exchange and understand the information. If the ow of
information is obstructed or hindered for some reason, the
communication process fails.

Advertising communication can be de ned as a

perception process of the source, a message, a
communication channel, and a receiver. Receiver might
sometimes become the source of information by
communicating the message to family and friends. This
kind of communication is called Word of mouth
communication, which involves social interactions between
two or more people.

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 Advertising communication includes

• Any material published using any medium or activity

undertaken by or on behalf of the advertiser over which
the advertiser has minimal control.

• Sometimes that attracts the attention of the public in a

way to promote directly or indirectly a product or
service.

It does not include…

• Labels or packaging on the products.

• Corporate reports including public a airs messages in

the press release and other media statements and annual
reports

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ADVERTISING AS A TOOL OF COMMUNICATION

Marketing communication tools are de ned as a set of

diversi ed programs designated to communicate with your
target audience e ectively. Any good market here knows
the importance of utilising marketing communication tools
that are best suited for speci c marketing campaigns in
order to reach your audience at various stages of the
marketing nal and across di erent channels. Deciding the
best way to use these tools in order to e ectively reach your
audience is your marketing communication strate y, which
is essential if you want your message to resonate.

Advertising and sales promotion

Advertising as one of the most prominent and widely

used communication tools in a marketing campaign, as its
main feature is increasing awareness. Ads can be e ective
not only for marketing your product or services but also for
marketing your brand. Typically, advertising makes use of
above-the-line media campaigns because of the type of
reach that can be achieved.

Above-the-line marketing is often used by the brands aim

is to have a larger audience, diversi ed market because ATL
marketing has mass appeal. Some examples of ATL
marketing include TV, radio, print media, cinema and
outdoor media such as billboards, transit advertising and
computer displays.

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 Social media

Social media allows brands to engage with the audience

while also providing information on the products, services,
and values. Potential customers are able to nd social proof
through other customers who have interacted with brands
on social media channels. Additionally, brands have the
opportunity to make themselves more humans as they
engaged with their audience.

Direct mail and catalogues

While online marketing has taken the world by storm

over the years, there is still great value in an o -line
marketing plan. In an actor increasingly digital world,
direct mail and print catalogues can help generate leads
and o er bene ts that online marketing cannot, thanks to
localisation and personalisation. Many customers nd
direct mail and catalogues easier to understand as one
study found that it takes 21% less cognitive e ort to process.

Email campaigns and newsletters. Email marketing is

another tried and true tactic for lead generation what's
more, it allows a brand to identify better quality leads.
Since email marketing itself as a lead qualifying system you
can see a prospects interest based on the fact that they
signed up for your list whether or not they open your
emails and if they click on any of the links within your
mails. This helps push them further down the nal and
keep them engaged with your brand.

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 Trade shows, webinars, and seminars

Trade shows, seminars, and webinars upgrade tools to

address issues, generate leads, and introduce a new
product or service. Trade source gives consumers the
opportunity to meet with brand representatives face-to-
face, providing a more personable experience. Seminars
and webinars can also establish your brand as a thought
leader in your industry, giving consumers a convenient
outlet to learn about your product or services.

MEANING.

There are many types of advertising. Business can

communicate through mass media such as television, or it
could be a ller Delivered in your mail.

The most suitable method for each business will depend

on the budget and what is the most suitable approach to
reach the target audience as many times as possible.

In the age of the internet, advertising has evolved and

now there are far more methods available to businesses, so
we are no longer as reliant on expensive traditional media
advertising such as television.

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 Print

Advertising through print works was once the dominant

form of advertising. While advertising has evolved and
there are far more options available, print advertising can
still be e ective. Such at a much higher cost than the other
methods such as digital advertising.

Newspaper

Newspaper advertising reaches a wide range of people,

usually in one location. Display advertising is throughout
newspapers, and classi ed advertising is all in one speci c
section. Display advertising is far more expensive, as the
ads can blend in with the articles.

Magazines

Magazine is typically service a group of customer.

Magazine serves a much wider geographical are than
newspaper, so tend to work best for larger businesses with
the national market. They also have a much longer shelf life
than newspapers, which people might quickly throw away-
magazines often sit on co ee tables for months on end.

Direct mail

The distribution of direct mail is direct to people in their

mail, in a speci c geographical area. The technique is
e ective for a localised market- for example, it is a popular
strate y for real estate agents to distribute ‘just sold’ and
‘for sale yers’ in the local area.
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 Catalogue, lea ets, yers, and brochures are all ne form
of direct mail and only have minor di erences-usually in
the amount of information content. A catalogue will list
several products and a booklet for example, while a lea et
is on a single piece of paper and it aims to look attractive
rather than display a lot of information.

Broadcast

Broadcast advertising is a promotional material via

television or radio. It is a comparatively expensive form of
advertising, but the audience potential is large. It was once
the go to for any large brand, but in the age of internet,
there are now far more options for businesses that are
more targeted.

Radio

Radio is more targeted than television. For example it is

easier to target a speci c job geographical area and certain
demographics. Sound can't have its limitations, as people
do not get a visual of your brand, they can quickly forget.
Radio advertising works best if it is consistent over a
period.

Television

TV advertising usually has reach at a national level. So

generally works best for businesses with a large national or
international market. Because TV advertising has visual and
sound moment and colour being more engaging than
sound alone. Like radio, TV advertising is sold in units and

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 costs vary according to the popularity of the network and
the time slot.

Outdoor

Outdoor advertising includes large roadside billboards,

hoardings at stadiums, sponsored buildings, on the back of
buses or sign written vehicles and posters at bus stop. This
contains a limited amount of information as they are
di cult to read-they are often just the branding. Again,
advertising is restricted to the geographical area.

Paid search advertising

Google ads are an example of paid search advertising.

This involves bidding on certain keywords, so the ads show
on the top of the search results when a user searches for
that keyword. Advertisers pay-for-click (PPC-) when
someone clicks on their ads

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 NATURE AND IMPORTANCE OF ADVERTISING.

• Inform customers of a company or brands o erings

• Persuade and convince customers their o ering ts their
needs or wants.
• Stimulate a decision to purchase
• Create a brand image by associating and o ering with
certain qualities.
• Di erentiate an o ering from competitors in a crowd
market.
• To be informative and trustworthy
• Launch a new product from an established brand
• Increase consumption, sales and market share
• Promote causes
• Market political candidates
• Increase awareness of social issues such as drunk driving.

AIDA (AWARENESS, INTEREST, DESIRE AND ACTION)

is a popular advertising model rst used over hundred
years ago, that uses a hierarchy of e ects to help illustrate
four stages of the purchase process.

• Awareness : the prospect is aware of the problems and

available solutions for them. Marketing attracts
customers attention to the product. The customer
becomes aware it is available.
• Interest: The prospect shows interest in a group of
services or products. Marketing develops an interest in a
product or services.

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 • Desire: The prospect begins to evaluate a certain brand.

Marketing develops a desire to own a product. The
customer wants it.
• Action: The prospect decides whether to purchase.
Marketing prompt action to purchase the product.

This model has since become the foundation of a sales

and marketing funnel.

TYPES OF ADVERTISING
Advertising is a component of a company's marketing
strate y. Companies use advertising to share information
about the products or services through various media. The
advertising landscape has changed with technolo y, with
prints , and broadcast advertising serving as the traditional
format and digital advertising serving as a more modern
option.

14 di erent types of advertising. Companies can use

various advertising option to reach the target consumers or
to inform the public here are 14 types of advertising.

1. Print Advertising
2. Direct Mail Advertising
3. Television Advertising
4. Radio Advertising
5. Podcast Advertising
6. Mobile Advertising
7. Social Media Advertising
8. Paid Search Advertising
9. Native Advertising
10. Display Advertising

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 11. Outdoor Advertising

12. Guerrilla Advertising
13. Product Placement Advertising
14. Public Service Advertising

ADVERTISING OBJECTIVES

1. Advertisements are used for presenting a new product in

the market. New product needs introduction as potential
customers do not have any awareness about it. Mass media
is used for promoting the product so that its knowledge
reaches wide market.

2. The aim of informing people about the product is to

create demand for it. Advertisements often try to match the
product qualities with the customers requirements so that
they realise the need of the product. Advertisements create
a favourable climate for maintaining or improving sales.
Customers are constantly reminded about the product and
the brand to build a brand recognition.

3. Large scale advertising is often undertaken with the

objective of creating or enhancing the goodwill of the
advertising company. This increases the market
receptiveness of the company's product and strengthen its
market position.

4. Advertising is a means to communicate to the customers

details like changes in prices, improvement in quality,
introduction of a new product line, sales promotion
schemes, etc. Regular advertising is necessary to remind

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 the customers about the brand and ensure that the brand
name remains fresh on his mind.

5. Advertising is the link which connects the producer and

the consumers. It informs and educates the target audience
about the product, its bene ts, and utilities and value it can
provide to the customers. It complements other
promotional tools like personal selling and sales
promotions in achieving the marketing objectives of the
rm.

AUDIENCE ANALYSIS

An audience analysis is a process of collecting as much

information as possible about an audience to better
understand who they were and what they care about. This
helps businesses, marketers and customer service expert
identify, plan and implement marketing campaigns and
strategies. With data gleaned from audience analysis,
marketers can also execute audience segmentation,
perform market research and guide decision making.

Types of audience analysis

Audience analysis can take di erent forms based on end

goal. Di erent types of audience analysis include:

1. Demographic Audience analysis: It categorises an

audience based on statistical demography like age,
languages, religion and ethnicity.

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 2. Geographic Audience Analysis: Examines the

audience based on where they live in.

3. Psychographic Audience Analysis: Audience are

categorised based on IAO (Interest, activities and opinions).
Characteristics such as their values, lifestyle, needs, wants,
concerns, hobbies, spending habits, and attitude.

4. Media Audience Analysis: It uses data from social

media platforms and other media sources to help brands
understand their audiences.

5. Competitors (Or competitive audience analysis): It

is when business analyses data about audiences of its
competitors.

Business uses audience analysis to gain basic

understanding who their audience is and use data to
determine the strategies for product and content creation,
public relations, brand marketing and customer service.
Here are some common bene ts of conducting an audience
analysis:

1. Improving accessibility
2. Learning audience expectations
3. Identifying barriers or facilitators

Performing an audience analysis requires certain steps to

ensure you are capturing the right information, here are
the steps to perform a thorough audience analysis.

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1. Identify your prospective audience - in this stage

one will determine how their customers might look like,
where they congregate and what they are interested on.
In this stage one will also create a customer pro le to
get a better idea of your target audience and compare it
to your current audience.

2. Select the priority audience and characteristics -

the priority audience is who you absolutely need to see
your materials or buy your products. One should
consider the characteristics of the audience, including
what they like to do where they interact online and
what problems your product of presentation can solve.

3. Create or use analysis tools - the tools include an

audience poll, customer satisfaction surveys, special
software or other methods to collect information in
regards to understanding the gaps and problems faced
by the audience.

4. Collect result : gathering all the results and

determining how the analyser would want to analyse
them, including what information they are looking for
and whether the sample size was large enough.

5. Analyse your result: the analyser looks for patterns

like certain behaviours or trends and conclude if those
patterns are helpful to the company. This leverages the
information to create better marketing campaigns and
engaging Contents.

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SETTING OF ADVERTISING BUDGET

Advertising budget is the amount of money which can be or

has to be spent on advertising the product to promote it,
reach the target consumers and make the sales charts go on
the upper side and give reasonable pro ts to the company.

Before nalising the advertising budget of an

organisation or a company, one has to take a look at the
favourable and unfavourable market conditions which will
have an impact on the advertising budget. The market
conditions to watch out for are as follows:

1. Frequency of the advertisement: this means the

number of times advertised has been shown with a
description of the product or service.

2. Competition and clutter: the company may have

many competitors for its product. And also there are
plenty of advertisements shown which are called clutter.
The company has to then increase their advertising
budget.

3. Market share of the product: to get a good market

share in comparison to their competitor, the company
should have a better product in terms of quality,
uniqueness, demand and catchy advertisements with
resultant response of the customers, all this is possible if
the budget is high.

4. Product life-cycle stage: If the company is a

newcomer or if the product is in its introduction stage,

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 then the company has to keep the budget high to make

place in the market with the existing players and to have
frequent advertisements

DETERMINANTS OF ADVERTISING

Advertising programmes are aimed at demand creation,

and the manufacturer should know or a valuate its
advertising opportunities. These are the factors to
determine the advertising opportunity:

1. The product should have primary demand: a

major criterion for primary demand advertising is
whether the generic product provides important
advantages for the consumer.

2. Advertising must be continuous: there is

advertisability expansion, if continues advertising is
adopted. Rare appearance of advertisements is
insu cient to draw the attention of new or old
consumers. There are many advertisers, who constantly
bring the product or services to the attention of the
readers.

3. Greater chances for product di erentiation:

product di erentiation is the step to create preferences
in the minds of the consumers. That is possible through
colour, name, shape, size, package, taste etc. Of the
product. Product di erences makes the public believe
that the product is superior to them. The more the
brand di ers from the competitive brand of the same
product, the greater the opportunity.

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 4. Product should have hidden qualities: advertisers

should have a major means to promote hidden qualities
of their products, this can help the consumer evaluate
and qualify the product at the time of purchase.

5. Presence of power of emotional buying motives:

the buying motives are in the minds of the consumers
but not in the product. By making appeals of gains,
economy, pride, prestige etc. Of the product, emotional
buying motives can be increased.

6. Su cient funds: a rm must have su cient fund to

support an advertising programme successfully. The
promotion can be increased, by spending enough funds
through latest development of advertising. The policy of
advertising depends upon the nature of the product and
the cost of advertising depends upon the sales of the
product.

7. Product Price: the price of the product is also

another important factor. The price must be reasonable,
comparable to similar products in the market. In needs
to be lower than other products in the market but the
advertiser should not persuade the consumers to pay a
very high price.

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Module 2

Media Decisions; Major media types and their

characteristics; Internet as an advertising media- merits
and demerits; Factors in uencing media choice; media
selection, media scheduling, Advertising through the
Internet-media devices.

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 Module 2
Media Decision

M
edia decision includes all such decisions like
selecting appropriate media, appropriate media
mix and deciding the scheduling of
advertisement. All these decisions help the organization in
achieving advertising objectives, i.e. to communicate the
message to target audience and thus to promote sales.

Media simply refers to a vehicle or means of message

delivery system to carry an ad message to a targeted
audience. Media like TV, Radio, Print, Outdoor and Internet
are instruments to convey an advertising message to the
public.

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The main task of media planners is to select the most
appropriate media channels that can e ectively
communicate the advertising message to a targeted
audience. Hence, it is essential for media planners to:

1. Keep up with latest media trends

2. Keep up with New technological developments

3. Determine long and short term e ects of di erent media

4. Analyse Strengths and Weaknesses of di erent media

FACTORS DETERMINING MEDIA SELECTION

» Nature of product

» Market requirements

» Advertising objectives

« Distribution strate y

» Nature of message and appeal

» Advertising Budget

» Competitors choices

» Media availability

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 » Penetration

« Size and Nature of business

TYPES OF MEDIA AND MEDIA CLASSIFICATION

Media can be classi ed into four types:

« Print Media (Newspapers, Magazines)

» Broadcast Media (TV, Radio)

« Qutdoor or Out of Home (OOH) Media

» Internet

Print Media

(i) Newspaper

Newspaper is a major source of information for a large

number of readers. It may be National or local, daily or
weekly newspaper. Newspapers allow presentation of
detailed messages which can be read at reader’s
conveyance. It allows prompt delivery of detailed coverage
of news and other information with interesting features for
readers. It is a high involvement media as readers are
required to devote some e ort in reading the message. It is
available to masses at a very low cost.

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 Classi cation of Newspapers

» National Newspapers
» Daily newspapers (Local/Regional)
» Special Audience newspapers

Types of Ads in Newspapers

» Classi ed advertisement - Advertisements arranged

according to product or service

» Display advertisement - Ads that use illustrations,

photos, visual elements, may be National or Local.

» Special Inserts - Tender notices, Public notices, Shifting

of o ce etc.

» Free Standing Insert - Pre-printed ad inserted in

newspapers folds that fall out when the reader opens it and
attract immediate attention

Advantages

« Flexibility

» Geographic and language selectivity

» Widespread coverage

» O ers penetration

» Reader involvement

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 » Cheap media with high frequency

» High repetitive value and quick response

Disadvantages

» Poor Presentation and Quality

» Short life span

» Limited selectivity with regard to lifestyles

» Hard to reach illiterate and poor people

(ii) Magazines

A Magazine is a specialized advertising media that serves

educational, informational, entertainment and other
specialized needs of consumers, businesses, and industries.
A Magazine allows presentation of a detailed ad message
along with photos, illustrations, colours etc. It is a high
involvement media as readers pay a premium price for it
and magazines are not dumped after reading.

Magazines can be classi ed into Local/Regional/National or

Weekly/Monthly/Quarterly Magazines.

Types of Magazines

Consumer magazines - Magazines bought by general

public for information and entertainment. It can be used to
reach a speci c target audience. It may be a -
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 » General Interest Magazine

» Glamour Magazine

» Film Magazine

» Special Interest Magazine

» Women Lifestyle Magazine

Business Publications - Business magazines includes

publications such as trade journals for businesses,
industries or occupations. It may be published weekly
monthly or quarterly. Generally, readership includes
business managers and executives, businessmen, business
students etc. It may be categorized into -

» Business Publications

» Professional Publications

» Trade Journals

» Industrial and Institutional Publications

Advantages of Magazines

» Long Life

» Better reproduction

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 » Highly selective, avoids waste of circulation

» Can create image, prestige or reputation

» Reader involvement

» Allows services like “split runs’

» Can reach specialized groups

Disadvantages of Magazines

» High cost

» Limited reach and frequency

» Long response time

» Low exibility

» May face competition

Broadcast Media

(i) Television Advertising

TV is a principal source of information and

entertainment for people exposed to mass media. It is
believed to be the most authoritative, in uential, exciting
medium for reaching very large audience. It combines
visual images, sound, motion and colour to achieve
viewer's empathy. It allows development of creative and
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imaginative ad messages in a unique way. It is considered
intrusive in nature as the audience have no control over the
nature and pace of advertisements.

Advantages of Broadcast Media

» Powerful audio-visual media

» Wide coverage with e ective cost

» Attention - intrusive in nature

» High selectivity and exibility

Disadvantages of Broadcast Media

» High cost

» Short lived message

» Limited attention by viewers

» Zapping - changing channels

» Zipping - fast-forwarding commercial to avoid

commercials

» Intrusive in nature

(ii) Radio

Radio is a premier mass medium for users and advertisers.

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 It has a wide spread reach. It delivers the ad message to a

large number of people across the length and breadth of a
country. Commercial broadcasting is undertaken in major
cities even rural areas. Radio time in India is usually sold in
slots of 7, 10, 15, 20 or 30 seconds. It is one of the most
personal medium and o ers selectivity, cost e ciency and
exibility advantages over other media.

E ciency of a radio ad depends upon the precision of

script, accompanying sounds and level of distortion

According to Rebecca Piirto: “In some ways

radio listeners act more like magazine
subscribers than
television viewers. They tend to listen
habitually, at predictable times, to stations with
narrowly targeted
formats. They are loyal, identi iable and much
cheaper to reach than TV audience.”

Advantages of Radio

» Wide coverage

» Helps to reach lower income people, illiterate people

» Mental imagery - encourages audience to use imagination

» O ers high selectivity

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 » Cost e cient

» Flexible

Disadvantages of Radio

» Lack of visual elements

» Short lived message

» Audience fragmentation

» Limited research data

» Clutter - Too many ad messages

Support Media

(i) Outdoor advertising

It is usually used as a supportive medium by advertisers. It

includes bill boards, boarding, neon signs posters etc. It
can generate considerable reach and frequency level at low
cost. Useful when introducing a new product. Helps to
remind the customers. Helps to generate sales at point of
purchase/point of sale.

Advantages of Outdoor Advertising

» Point of Place (POP) Advantage

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 » Geographic exibility

» Continuity

« E cient and cheap

» Flexible and Creative impact

Disadvantages of Outdoor Advertising

» Limited message

» Wastage in terms of coverage

» Limited e ectiveness

» Message fades due to over exposure over time

Public criticism

(ii) Transit Advertising

» Uses billboards, neon signs and electronic messages.

« It is targeted at users of various modes of

transportation.

» Advertising rates depend on the amount of tra c which

passes every day.

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 Advantages of Transit Advertising

» Long exposure
» Exposure frequency
» Geographic selectivity
» Low cost

Disadvantages of Transit Advertising

» Waste coverage
» Creative limitations
» Audience mood
» Image of advertiser - e ect is di cult to measure
» Brief message

(iii) Cinema and Video Advertising

Cinema is a popular source of entertainment comprising of

audience from all classes and socio-economic groups of
society. Films are watched by a signi cant number of
people everyday. It involves use of cinema halls and video
tapes to deliver the ad message. Commercials are shown
before lms and previews carrying ad message. Advertisers
may prepare a presentation for projection or 35mm ad
lms based on a script. Similar to TV, it also combines sight,
sound, colour and movement to deliver a creative message.
Video rentals include messages by local advertisers.
Advertisement can also be displayed by cable operators.

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 Advantages of Cinema and Video Advertising

» Large exposure
» Audience mood
» Selectivity
» Recall
» Lack of clutter

Disadvantages of Cinema and Video Advertising

» Audience irritation
» Limited reach
» Limited frequency

Internet

Internet is a worldwide medium that provides means of

exchanging information through a series of interconnected
computers. It is a rapidly growing medium of advertising. It
is a future medium which o ers limitless advertising
opportunities. It involves use of world wide web to
showcase a website or e-commerce portal to the world.
Advertising through internet involves email marketing,
social media marketing, online ads and mobile marketing.
It provides a sophisticated graphic user interface to users. It
is accessible to anyone with a computer and broadband
connection.

Type of Internet Advertisements

» Websites - Online Brochure of product/services, Virtual

O ce

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 » Ad buttons - Icons which provide link to advertiser’s

website

» Ad banners - Creative & Dynamic Display ads

» Sponsorship - Companies sponsor bloggers to write about

them.

» (Classi ed ads - Similar to newspaper ads

» E-mail - Electronic mails carrying ad message

Advantages of Internet Advertising

» Interactive medium

» Global medium

» Generates immediate response

» Provides high selectivity and exibility

» Gives detailed information (in depth info and reviews)

» Reaches B2B users easily

Disadvantages of Internet Advertising

» Lack mass media e ciency

» Targeting and research costs are high Slow downloads

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 » Cost of PC

» Security is a primary concern

» Not persuasive

INTERNET AS AN ADVERTISING MEDIA- MERITS AND

DEMERITS

Internet advertising is a set of tools for delivering

promotional messages to people worldwide, using the
Internet as a global marketing platform. As web
technologies evolved in the 1990s, internet advertising
appeared as a virtual equivalent to traditional marketing
methods like TV and radio ads, newspaper advertising,
billboards, etc. In 2019 marketers expect that companies
will spend more money on digital advertising than on
traditional ads.

Internet Advertising Merits and Demerits (Advantages

and Disadvantages)

Advantages of internet advertising

1. Easy global coverage. Nowadays, people have a habit

of searching for information about products and
services via search engines like Google, Bing, and
others. Internet advertising is a way to demonstrate
your o ers in front of over 4.3 billion web users around
the globe. You can easily target the entire world via the
Internet.

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 2. A ordable for any budget. According to Seriously
Simple Marketing, the minimum cost to reach an
audience of 2,000 is three times cheaper than
traditional advertising methods, so any company from a
small family business to a huge enterprise can utilize
online ads and get the most out of their nancial
resources.

3. Drives tra c to a website. The more visitors you get

to the site, the more potential customers you have,
which will result in increased sales. Internet advertising
aims to attract users’ attention and send them to your
website. The o ers displayed in the digital ads should
arouse curiosity and give people a good reason for
clicking through your site.

4. Allows targeting. Unlike traditional marketing media

that advertises to everyone without ltering, internet
advertising tailors the message to a speci cally targeted
audience — people who are most likely to convert into
customers. For instance, a travel equipment company
may use social media ads for advertising to users who
are keen on travel, encouraging likes and shares.

5. Enables retargeting. Internet advertisements are a

way to say, “hey, looks like a couple of days ago you
checked out this toaster. I’ve got a marvelous one for
you here!” If many prospects visit your household
appliances online store without buying anything,
remind them about your brand with banner ads
displayed on websites they browse.

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 6. It allows you to create various touch points with
your audience. Internet advertising helps you to
appear in the right place at the right time to
communicate with your audience. If you own a small
bakery, use socials like Instagram and Pinterest to
demonstrate the products. To share news, and build
long-lasting relationships with your audience, reinforce
them with email marketing. By mixing di erent types of
digital advertising wisely, you can show that your
company is always present and ready to be of service.

7. It is measurable. Unlike o ine marketing, where the

cost and e ectiveness are somewhat approximate, you
can precisely track the return on your e orts and
internet marketing e ciency with web analytics
platforms like Google Analytics.

Disadvantages of internet advertising

The main challenges associated with advertising online

include erce competition, the cost of mistakes,
complicated analytics, and ad blindness. Let’s have a closer
look.

1. High competition. Of course, this depends on your

niche, but if you haven't invented something new, you'll
have to compete for clients' attention. This market is
oversaturated, especially for eCommerce businesses, so
you need to put your customers' needs upfront and
regularly improve your product to make it competitive.

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 2. Mistakes are expensive. Targeting wrong people,
selecting highly competitive keywords, and leaving your
ad campaign running after turning it o are the most
common mistakes that can cost you a fortune. To
eliminate these mistakes, you need either a top
specialist or a lot of experience. Both variants require
investments.

3. Complicated analytics. To analyze the performance of

your ads, you need a third-party platform like Google
Analytics and some experience to interpret the results
correctly. Medium-sized enterprises and big brands
have analysts to make the ads more targeted and
e ective.

4. Ad blindness. This term is related to banner blindness.

Users see advertising almost every time they open a web
page. For this reason, they simply ignore banners
without even noticing them. To ght this, make sure
that your banners target the right people who need your
o er.

FACTORS INFLUENCING MEDIA CHOICE

Factors a ecting the selection of advertisement media –

every advertising media has a signi cant and separate role
in the promotion of a business and its products and
services.
It is important to select or choose the right media for
advertising, when inappropriate advertising media is
selected it directly reduces the chances of achieving

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 advertising objectives or wrong messages are delivered to

the target market.

The advertising media such as press, print, audio, radio,

visual, display, web, etc. have di erent roles and can be
used as per di erent necessities as they have unique
e ectiveness.

However, the selection of best advertising media generally

depends upon the following factors,

1. Nature of product
2. Nature of potential market
3. Advertising objective
4. Availability of budget
5. Availability of media
6. Type of selling message
7. Distribution strate y
8. Extent of coverage
9. The level of competition

MEDIA SELECTION

Media selection is nding the most cost-e ective media to

deliver the desired number and type of exposure to the
target audience.

For an e ective media selection a rm must take the

following factors into consideration:

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 1. Budget: A rm with a limited budget for promotion and
advertising needs to limit the coverage amount a
speci c media will provide. It should keep a balance
between its budget and the coverage amount.

2. Objectives of the Campaign: The campaign’s objectives

are one of the factors that will a ect the budget and the
amount of coverage. If the campaign objective is raising
the rm’s brand awareness among the youth market
then it will a ect any decision the rm makes above. In
this case, the rm needs to spend more on speci c
publications to meet the objectives.

3. Target Audience: The media the rm selects is certainly

in uenced by its target audience. The rm needs to
select the media that its target audience is related to
such as the newspapers or magazines, they read or the
social media sites they use.

4. Concentration: The rm’s campaign message’s

concentration or focus should also be considered
whether it should be emotional or clear cut.

5. Media’s Readership: Readership means the number of

times readers have read the publication.

6. Media’s Circulation: A rm needs to calculate the total

circulation of the chosen media.

7. Timing: The rm will also consider when it wants to

start the promotional campaign while media selection.

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 MEDIA SCHEDULING

A plan which shows the various platforms on which a

company will advertise and the dates, times, durations,
positions and types of advertising to be placed on them
during an advertising campaign.

When developing a media schedule, businesses may decide

upon whether they require an ongoing campaign spanning
the year ahead or if a budget is limited, merely advertise
during the launch of their product or service, or
intimidatory thereafter.

Scheduling directly refers to the patterns of time in which

the advertisement is going to run. It helps xing up the
time slots according to the advertiser so that the message to
be delivered will reach target audience in a proper way
with proper timings.

This scheduling involves advertising the message evenly

throughout a given period. For example, if company
wants 48 television/radio spots, it will advertise 4 times in a
month or once in a week, or on every Monday.

Types of Media Scheduling

1. Macro Scheduling
2. Micro Scheduling

Macro-scheduling problem involves scheduling the

advertising in relations to seasons and the business cycle.

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 Micro-scheduling problem calls for allocating advertising
expenditures within a short period to obtain maximum
impact.

ADVERTISING THROUGH THE INTERNET MEDIA

DEVICES.

• Search Engine Marketing

• Email Marketing
• Social Media Ads
• Display Ads
• Native Advertising
• Video Advertising
• Web Push
• Mobile Advertising

1. Search engine ads. The average cost per click across all
industries is $2.32. This price depends on the keyword
volume — how many times a month people search for a
speci c word or phrase, the level of competition,
meaning how many companies use this keyword, and
how high the bid for the ad rank based auction.

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2. Email marketing. The average price for 2,000
subscribers start at $27, 5,000 — $47, 10,000 — $69 and
50,000 — $253. You can send up to 15,000 emails to 500
subscribers each month.

3. Social media. Depending on the industry, Facebook's

average CPC is $1.86, and CPM is $11.20. On Instagram,
the average cost-per-click is between $0.50 - $1.00. In
more competitive industries like apparel or law, the cost
of ads can reach $3.00 per click.
4. Display ads. The ad’s size and its placement on the
webpage form the pricing together with the display
period and the average amount of visitors. You
shouldn’t necessarily choose Google Ads — you can use
other services like Microsoft Advertising, Quora, AdRoll,
etc., or contact website owners directly.

5. Native ads. The main reason to utilize native

advertising is the large amount of tra c that the
company placing ads drives to its website. It is the most
expensive type of online advertising because it demands
high-quality content from the advertiser, hence
professional copywriting, storytelling, editing, and
design. It is highly e cient, though, due to the easy-to-
digest nature of native ads.

6. Video advertising. Companies pay YouTube on a pay-

per-view basis. Typically, video ads cost between $0.10
and $0.30 per view, which means that you will pay
$1,000 for 10,000 people to watch your ad. Another
meaningful factor is video production. The cost here
depends on how many people work on the video and

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 how much they charge.

7. Web push ads. You can utilize this feature for sending
rapid promotions and updates.

8. Mobile marketing. The cost for each SMS is $0.022 in

the USA. It allows sending SMS on average of 800
networks in over 200 countries.

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Module 3

Message Development; Advertising appeals, Advertising

copy and elements, Essential of Message Development;
Preparing ads for di erent Media- Video Advertising:
Television & YouTube, Audio Channels: Radio & Podcast
Advertising, Newspapers, Print & Digital Publications
(Magazines),Out-Of-Home Advertising, Social Media.

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 Module 3
Message Development

A
dvertising appeals are the persuasive pressures
that stimulate a person to buy a product or service
by speaking to an individual's needs, interests, or
wants. The goal of an ad is to persuade customers, and
advertising appeals provide just the right hook to allow
persuasion to occur. Advertising appeals are designed to
create a positive image and mindset about those who use
the product or service, and are a major factor of
consideration for advertisers.

Companies put a lot of e ort into their creative advertising

strategies and use various types of appeals to in uence
purchasing decisions.

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 Some of the most common strategies used in advertising
appeal to basic human needs. An ad may titillate your taste
buds by showing you a delicious slice of pizza or it can try
to resonate with your personal beliefs and values. 

• Appeal to emotion
• Personal appeal
• Social appeal
• Appeal to popularity
• Appeal to authority
• Appeal to logic
• Appeal to humor
• Appeal to fear
• Sex appeal

In general, commonly used advertising appeals…..

1. Musical appeals: Musical appeal uses music to help the

target market remember their product.

2. Sexual appeals: Sexual appeal mainly uses consumers'

sexual desires and fantasies to lure them into
purchasing a particular product.

3. Humor appeals: Humor appeal uses humor to make the

audience happy and capture their attention.

4. Fear appeals: This type of appeal uses fear to inform the

target audience of the harm that may occur to
individuals who fail to adopt or adhere to the message
being relayed.

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5. Rational appeals: The rational appeal uses an audience's

sense of logic or reason to persuade them to purchase
the product or service.

6. Emotional appeal: This appeal acts on emotions, such as

pity or joy, to draw on the consumers' empathy and
convince them to purchase a product.

7. Scarcity appeals: Scarcity appeal in uences the audience

by informing them of limited availability to encourage
them to buy a product.

ADVERTISEMENT COPY: CLASSIFICATION, QUALITIES

AND ELEMENTS

Advertising copy must arrest, inform, impress and impel

the reader.

A well de ned advertising copy must perform the following

functions:

(a) Attract Attention

(b) Command Interest
(c) Create Desire
(d) Inspire Conviction
(e) Provoke Action.

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 Qualities of a Good Advertisement Copy:

An e ective advertisement copy must have certain qualities

which make it the best one. They are:

1. It Must Be Simple:
It must be simple and easy to understand. A copy writer
must use short, simple, understandable words and
sentences. The words or sentences used must be
remembered by intelligent persons and non-intelligent
persons. It must make people to see it, i.e., it should arrest
their attention.

2. It Must Be Informative:
The copy must give the information which the reader wants
to know about the products, in order to buy. Hence it must
give the real fact. The information must be natural and
straightforward. It must make people read it, i.e., people
should be informed.

3. It Must Be Concise and Complete:

The copy must be complete and brief. If it is incomplete, it
fails. Brevity is essential (condensation). Completeness
should never be sacri ced for brevity. It must make people
to understand it.

4. It Must Be Enthusiastic:
Salesman’s talk in the written form is the copy. The copy
must tell the reader what the product or merchandise will
do for him.

5. It Must Be Honest:

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It must be honest and truthful towards the public. If the
copy is untrue, then the con dence and the value of
publicity go down. The public should not be cheated. The
public, who are the nal users of the products, are the
witness of the product quality.

6. It Creates An Urge:
It must reveal unknown or unseen features of the products.
The public should be informed about the product’s use and
merits by the advertiser. It must create a goodwill in the
minds of the public. Its aim must be to trust the rm and its
products. It should have an e ective salesmanship in
absentia.

A Good Advertisement Copy:

1. It must make people to see it.
2. It must make people to read it.
3. It must make people to understand it.
4. It must make people to believe it.
5. It must make people to buy the product.

ELEMENTS OF AN ADVERTISEMENT COPY:

There are certain principles, which an advertisement
should have. That is it must aim to arrest, inform, impress
and urge the readers to act on the advertisement.
The elements are known as values and they are:

1. Attention Value:
People are busy. They nd time rarely. Almost all the
people, who are able to make a purchase, do not have
enough time. Under such situations, the advertisement

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 must be able to attract the attention of readers, at a glance.

There must be some specialty in the advertisement.
To make it more attractive, we may adopt the following
devices:
(a) Pictures and drawings should have a direct bearing on
the product.
(b) The headline must be good with a proper border.
(c) It must have a pleasing colourful presentation.
(d) It should not be congested i.e., there must be enough
inter-space.
(e) The slogans must be lively.
(f ) The coupons must be part of the advertisement.
By lling the coupons the needy customer must be able to
get full information and thereby it becomes repeated
advertisement to the seller.

2. Suggestive Value:
The message advertised should have some suggestive and
useful value to those who go through the advertisement.
The words or pictures in the advertisement should have
commanding power on the readers. Repetition has good
e ect. When one comes across the advertisement every
time, he begins to consider the product.

3. Conviction Value:
To be more e ective, the statements in the advertisement
must be genuine and accurate. Misrepresentation or
exaggerative words must be avoided. Simple and plain facts
have more e ect on the readers to convince them than
colourful or attering wordings.

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4. Sentimental Value:
The sentimental feelings or the prejudiced attitude of the
reader should not be a ected by the advertiser; but rather,
they must be respected. The likes and dislikes, habits and
customs etc., of the readers may be highly considered. It
must appear that the advertiser is doing it for the readers.

5. Educative Value:
When products are manufactured for the rst time, it is the
duty of the producer, through advertisements, to draw the
attention of the people and to tell them the use, merits,
ingredients, special features etc., of the products. All
people are alike, but their behaviour is di erent.

When the advertisement is able to change their habits and

mould the tendency to use the products, the market for the
products increases. People must have a feeling to see the
advertisement through bearing eyes. It gives new
information, suggestion and knowledge to people and
directs them to go for the product.

6. Memorising Value:
Advertisement must create a good impression on the
reader’s mind. Slogan, if it is good to read and charming to
hear, has good memorizing value. Repeating the
advertisement often, through attractive brand name and
catchy wordy slogans, may have a memorizing value in the
minds of the readers.

7. Instinctive Value:
The advertiser must have a well-thought out plan to make a
copy to be advertised. The matter or message must be
arranged in such a way that the reader is able to
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 understand and act on the message. The presentation is
brief with questions tempting or compelling the people to
act on. We can come across, an inducement, an aroused
feeling, a temptation, an inclination etc., in such
advertisements.

ESSENTIAL OF MESSAGE DEVELOPMENT

Message Development is Essential to Communications

Planning. Good message development is a critical part of
any communications plan. Messages help to shape the
perception you want to have in your target audiences'
minds, providing context and forging an emotional
connection.

Messages have a special meaning in public relations. A

message is not the same as an advertising slogan or a
marketing line; a message is a simple and clear idea that
acts as a guiding principle for all kinds of communications,
from the content of lea ets, brochures and websites to the
agenda for a media interview, to conversations with
stakeholders.

E ective key message development is probably the most

important tool in the strategic communications box.
A good message will be immediately appealing to its target
audience: it should be strongly worded to stand out from
everything else that is competing for their attention.

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messages should be:

• Concise: Optimally three key messages on one page;

each statement only one to three sentences in length
or under 30 seconds when spoken.

• Strategic: De ne, di erentiate and address bene ts/

value proposition.

• Relevant: Balance what you need to communicate

with what your audience needs to know.

• Compelling: Meaningful information designed to

stimulate action.

• Simple: Easy-to-understand language; avoid jargon

and acronyms.

• Memorable: Easy to recall and repeat; avoid run-on

sentences.

• Real: Active rather than passive voice; no advertising

slogans.

• Tailored: E ectively communicates with di erent

target audiences, adapting language and depth of
information.

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 PREPARING ADS FOR VIDEO ADVERTISING -
TELEVISION & YOUTUBE

Video advertising is promotional content that plays before,

during, or after streaming content. However, some
marketing professionals expand the video advertising
de nition to include display ads with video content, social
media video ads, and native video ads promoted on
websites, such as news sites, entertainment sites, or e-
commerce sites.

Types of Video Ads

One reason marketers are eager to give video ads a try is

they can choose from many di erent video types and
formats.

1. In-stream ads

In-stream ads are probably the most familiar to both

marketers and consumers. These appear before, during, or
after video content. YouTube relies on in-stream ads, for
example. Some advertisements are interactive, encouraging
a viewer to click a link or claim an o er.

2. Non-linear ads
Alternatively, non-linear ads play outside the main video,
sometimes as an overlay. If a person clicks on one of these
ads, the primary content they’re watching stops. Non-linear
ads don’t connect to other content. If you don’t want to
view it, you can keep scrolling.

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 3. Rewarded ad
There are variations within the broad types of in-stream
and non-linear, too. One possibility is an ad that plays
inside a game. A video advertisement geared toward
gamers is the rewarded ad. It incentives viewers with a
game-related perk, such as an extra life, a health boost, or a
new tool, in exchange for watching a video. 

4. Native video ad
Native advertising is becoming more sophisticated,
enabling advertisers to reach potential customers with
engaging ad experiences on their favorite websites where
they like to browse and spend time. Of the various Outbrain
native video formats available, including Click-to-Watch,
Outstream, Clip Smartads and more, 97% of survey
respondents said they preferred Click-to-Watch.

This format gives the viewer a chance to opt in and take

control of their ad experience, and  proves its e ectiveness
way beyond standard instream video. We’re talking
signi cantly better results for completion rates and dwell
time compared to YouTube.

5. Shoppable video ad

This is an e-commerce ad format that encourages

consumers to make their online purchase from watching a
video ad. For example, once a viewer sees a video for a
product, a link appears so that they can buy the item right
away. Even better, the shopping part of the experience
happens directly in whatever app the person is using.
TikTok Shopping and Instagram Shopping have both taken
o as with shoppable video ads, and are regularly
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expanding their features to enhance the user experience.

6. Video search

The best video ads provide content that complements

whatever viewers are doing online. Search engines such as
Google, Yahoo, Bing, and DuckDuckGo all provide video in
search results, as do dozens of other sites, such as Amazon
and Ask.

7. Television Video Ads

A television advertisement (also called a television

commercial, TV commercial, commercial, spot,
television spot, TV spot, advert, television advert, TV
advert, television ad, TV ad or simply an ad) is a span of
television programming produced and paid for by an
organization. It conveys a message promoting, and aiming
to market, a product, service or idea. Advertisers and
marketers may refer to television commercials as TVCs.

8. Youtube Video Campaign

Video campaigns allow you to reach and engage with

your audience on YouTube and through Google video
partners. When you create a Video campaign, you can
choose from di erent campaign goals, campaign subtypes,
and ad formats that tell people about your products and
services and get them to take action.

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How do I run a YouTube ad campaign?

Step 1: Upload Your Video Advertisement to YouTube.

Step 2: Create a New Campaign in Google Ads.
Step 3: Con gure Your Campaign.
Step 4: Select the People You Want to Reach.
Step 5: Select Where You Want Your Ads to Show.
Step 6: Select Your Marketing Video.
Step 7: Con gure Your YouTube Ads Video Ad.

PREPARING ADS FOR AUDIO ADVERTISING - RADIO

AND PODCASTS

Audio ads have become one of the most prominent forms

of digital advertising in the world today. Served to listeners
through a range of distribution channels, including
podcasts, smart speakers, audio search, music streaming
services, and traditional radio, audio ads are a central
component of the audio revolution that has taken the world
of advertising by storm. 

Radio/Podcasts

Running your ad on a Radio/podcast or sponsoring a

podcast is one of the best ways to gain direct and signi cant
brand exposure to your target demographic. Podcast and
Radio ads can be distributed through all of the major audio
streaming platforms, including Spotify, iTunes, Google
Podcasts, Amazon Podcast, Pandora, Buzzsprout, Podbean,
SoundCloud, Stitcher, and many others.

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 Podcast and radio listeners are more likely to take action
after hearing an ad during their favorite podcast.

Bene ts of Advertising on Audio Streaming Platforms

For advertisers, there are three main bene ts to advertising

on an audio streaming platform:

1. Audio ads have been shown to be more e ective than

traditional radio advertisements. Like we mentioned
earlier, a study by Pandora found that audio ads
supplied into listeners’ curated playlists increased
information retention and ad recall.

2. Audio streaming platforms drive business to you right

o of their platform or site by providing audio
advertisers with online placement as well.

3. Audio ads can supply you with more quali ed leads

since audio streaming platforms allow advertisers to
embed their messaging among highly targeted
audiences.

How to Create Audio Ads

Every good audio ad campaign starts with a good script. So,

what are the elements of a strong audio ad script? Let’s take
a look:

1. Soft, Medium, or Hard Sell: Determine what kind of

sell you’re going to approach listeners with. Just like
with a radio advertisement, you need to ask if it’s
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 going to be a soft, medium, or hard sell. A soft sell is
suggestive without asking directly for their listener’s
business. A medium sell certainly asks for the
business, but never in a forceful way. A hard sell
simply demands the listener’s business, as it always
has a sense of urgency. Getting the type of sell right is
imperative to ensure you’re connecting with your
listeners in a manner they expect and will respond to
positively. 

2. Length of the ad: The average Spotify, Pandora, and

Apple Music ad is 30 seconds long. However, there are
some instances on some of the audio streaming
platforms where audio ads run up to 60 seconds long.
The length of the ad will determine what information
you include in or omit from your spot. It’s important
your script has clear and simple language that cuts to
your brand’s value proposition as soon as it makes
sense to do so. 

3. Conversational Tone: Every good audio ad campaign

resonates with a brand’s target audience. A
fundamental way of connecting with many audiences
with an audio ad is by using a conversational tone in
your script. Having a conversational voice almost
always causes listeners to feel more comfortable with
your brand. Instead of talking at a customer, a
conversational tone helps the audience get to know
your brand and the message you’re communicating.
Try out a conversational tone in your next audio ad
campaign and see how it impacts your sales!

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 4. Use a CTA: If you want to see your audio ads drive

action or results, including a classy and direct call-to-
action in your script is essential.

TYPES OF MEDIA AND MEDIA CLASSIFICATION

Media can be classi ed into four types:

« Print Media (Newspapers, Magazines)

» Broadcast Media (TV, Radio)

« Qutdoor or Out of Home (OOH) Media

» Internet

Print Media

(i) Newspaper

Newspaper is a major source of information for a large

number of readers. It may be National or local, daily or
weekly newspaper. Newspapers allow presentation of
detailed messages which can be read at reader’s
conveyance. It allows prompt delivery of detailed coverage
of news and other information with interesting features for
readers. It is a high involvement media as readers are
required to devote some e ort in reading the message. It is
available to masses at a very low cost.

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 Classi cation of Newspapers

» National Newspapers
» Daily newspapers (Local/Regional)
» Special Audience newspapers

Types of Ads in Newspapers

» Classi ed advertisement - Advertisements arranged

according to product or service

» Display advertisement - Ads that use illustrations,

photos, visual elements, may be National or Local.

» Special Inserts - Tender notices, Public notices, Shifting

of o ce etc.

» Free Standing Insert - Pre-printed ad inserted in

newspapers folds that fall out when the reader opens it and
attract immediate attention

(ii) Magazines

A Magazine is a specialized advertising media that serves

educational, informational, entertainment and other
specialized needs of consumers, businesses, and industries.
A Magazine allows presentation of a detailed ad message
along with photos, illustrations, colours etc. It is a high
involvement media as readers pay a premium price for it
and magazines are not dumped after reading.

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 Magazines can be classi ed into Local/Regional/National or

Weekly/Monthly/Quarterly Magazines.

Types of Magazines

Consumer magazines - Magazines bought by general

public for information and entertainment. It can be used to
reach a speci c target audience. It may be a -

» General Interest Magazine

» Glamour Magazine

» Film Magazine

» Special Interest Magazine

» Women Lifestyle Magazine

Business Publications - Business magazines includes

publications such as trade journals for businesses,
industries or occupations. It may be published weekly
monthly or quarterly. Generally, readership includes
business managers and executives, businessmen, business
students etc. It may be categorized into -

» Business Publications

» Professional Publications

» Trade Journals

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 » Industrial and Institutional Publications

Broadcast Media

(i) Television Advertising

TV is a principal source of information and

entertainment for people exposed to mass media. It is
believed to be the most authoritative, in uential, exciting
medium for reaching very large audience. It combines
visual images, sound, motion and colour to achieve
viewer's empathy. It allows development of creative and
imaginative ad messages in a unique way. It is considered
intrusive in nature as the audience have no control over the
nature and pace of advertisements.

(ii) Radio

Radio is a premier mass medium for users and advertisers.

It has a wide spread reach. It delivers the ad message to a
large number of people across the length and breadth of a
country. Commercial broadcasting is undertaken in major
cities even rural areas. Radio time in India is usually sold in
slots of 7, 10, 15, 20 or 30 seconds. It is one of the most
personal medium and o ers selectivity, cost e ciency and
exibility advantages over other media.

E ciency of a radio ad depends upon the precision of

script, accompanying sounds and level of distortion

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 (iii) Cinema and Video Advertising

Cinema is a popular source of entertainment comprising of

audience from all classes and socio-economic groups of
society. Films are watched by a signi cant number of
people everyday. It involves use of cinema halls and video
tapes to deliver the ad message. Commercials are shown
before lms and previews carrying ad message. Advertisers
may prepare a presentation for projection or 35mm ad
lms based on a script. Similar to TV, it also combines sight,
sound, colour and movement to deliver a creative message.
Video rentals include messages by local advertisers.
Advertisement can also be displayed by cable operators.

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Module 4

Advertising Agency: Role and types of advertising

agencies, selection of advertising agency; Social and Ethical
aspects of advertising in India

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Module 4
Advertising Agency

A
n advertising agency, often referred to as a creative
agency or an ad agency, is a business dedicated to
creating, planning, and handling advertising and
sometimes other forms of promotion and marketing for its
clients. An ad agency is generally independent of the client;
it may be an internal department or agency that provides
an outside point of view to the e ort of selling the client's
products or services, or an outside rm. An agency can also
handle overall marketing and branding strategies
promotions for its clients, which may include sales as well.
Typical ad agency clients include businesses and
corporations, non-pro t organizations and private
agencies. Agencies may be hired to produce television
advertisements, radio advertisements, online advertising,

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 out-of-home advertising, mobile marketing, and AR

advertising, as part of an advertising campaign.

ROLE AND TYPES OF ADVERTISING AGENCIES

Role of Advertising Agencies

• Creating an advertise on the basis of information

gathered about product
• Doing research on the company and the product and
reactions of the customers.
• Planning for type of media to be used, when and
where to be used, and for how much time to be used.
• Taking the feedbacks from the clients as well as the
customers and then deciding the further line of
action

All companies can do this work by themselves. They can

make ads, print or advertise them on televisions or other
media places; they can manage the accounts also.

The reasons behind hiring the advertising agencies by the

companies are:

• The agencies are expert in this eld. They have a

team of di erent people for di erent functions like
copywriters, art directors, planners, etc.
• The agencies make optimum use of these people,
their experience and their knowledge.
• They work with an objective and are very
professionals.

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 • Hiring them leads in saving the costs up to some

extent.

There are basically 5 types of advertising agencies.

1. Full service Agencies

• Large size agencies.

• Deals with all stages of advertisement.
• Di erent expert people for di erent departments.
• Starts work from gathering data and analyzing and
ends on payment of bills to the media people.

2. Interactive Agencies

• Modernized modes of communication are used.

• Uses online advertisements, sending personal
messages on mobile phones, etc.
• The ads produced are very interactive, having very
new concepts, and very innovative.

3. Creative Boutiques

• Very creative and innovative ads.

• No other function is performed other than creating
actual ads.
• Small sized agencies with their own copywriters,
directors, and creative people.
• Media Buying Agencies
• Buys place for advertise and sells it to the advertisers.
• Sells time in which advertisement will be placed.

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 • Schedules slots at di erent television channels and

radio stations.
• Finally supervises or checks whether the ad has been
telecasted at opted time and place or not.

4. In-House Agencies

• As good as the full service agencies.

• Big organization prefers these type of agencies which
are in built and work only for them.
• These agencies work as per the requirements of the
organisations.

SELECTION OF ADVERTISING AGENCY

An advertising agency may be a full-service agency or part-

service agency. Each has a di erent outlook and advertising
activities. The selection of advertising agencies depends on
whether one wants a full-service agency or a part-time
agency. The selection is also made on the basis of
compatibility of the agency team, agency stability, services,
credibility and the agency’s problem solving approach.

▪ Compatibility

the selection of an advertising agency depends on the

compatibility of the agency. The needs of the company
determine the tness of the agency. The advertiser
visits several agencies and chooses the best agency on
the basis of its merits, demerits, accreditation, its
methods of handling the accounts and using the
available opportunities.

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 ▪ Agency Team

This includes management specialists, market

researchers, copywriters, media experts, production
managers and art directors. The attitude, thinking,
experience and personalities of the team members
have positive e ects on the selection process.

▪ Agency Stability
An agency, which has been long in existence generally,
performs e ciently and e ectively. The greater the
investment in the agency, the more vital the
contribution of the agency to the advertising activities.
The personnel, nance, management and credit are
examined before selecting a suitable advertising
agency.

▪ Services

The services rendered by the agency are evaluated

with a view to choosing the best advertising agency.
Cost accounting, general agreements, project
estimates, selling attitudes and other services
performed by the advertising agencies are considered
to evaluate their e ciency and credibility in
performing advertising jobs. The greater the range of
an agency’s services, the more fully it can serve the
clients’ needs. The agency can serve the clients by its
potential capacity for advertising, sales promotion,
media placement, public relations, market research,
sales training and distribution channels.

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 ▪ Creativity

Creativity is the main element in advertising. If the

advertising agency is capable of great creative e orts, it
is selected for the purpose. Style, clarity, impact,
memorability and action- these are taken into account
while evaluating creativity.

▪ Problem-solving approach

The agency which has a problem solving approach is

considered to be superior and useful. The importance
of choosing the right agency cannot be ignored.
Caliber, compatibility, balanced services,
responsiveness, talent an equitable compensation-
these are important factors in selecting an advertising
agency.

SOCIAL AND ETHICAL ASPECTS OF ADVERTISING IN

INDIA

Ethics means a set of moral principles which govern a

person’s behavior or how the activity is conducted. And
advertising means a mode of communication between a
seller and a buyer.

Thus ethics in advertising means a set of well de ned

principles which govern the ways of communication
taking place between the seller and the buyer. Ethics is
the most important feature of the advertising industry.
Though there are many bene ts of advertising but then
there are some points which don’t match the ethical norms
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 of advertising. An ethical ad is the one which doesn’t lie,
doesn’t make fake or false claims and is in the limit of
decency.

• Pharmaceutical Advertising - they help creating

awareness, but one catchy point here is that the
advertisers show what the medicine can cure but
never talk about the side e ects of that same thing or
the risks involved in intake of it.

• Children - children are the major sellers of the ads

and the product. They have the power to convince
the buyers. But when advertisers are using children
in their ad, they should remember not to show them
alone doing there work on their own like brushing
teeth, playing with toys, or infants holding their own
milk bottles as everyone knows that no one will leave
their kids unattended while doing all these activities.
So showing parents also involved in all activities or
things being advertised will be more logical.

• Alcohol - till today, there hasn’t come any liquor ad

which shows anyone drinking the original liquor.
They use mineral water and sodas in their
advertisements with their brand name. These types
of ads are called surrogate ads. These type of ads are
totally unethical when liquor ads are totally banned.
Even if there are no advertisements for alcohol,
people will continue drinking.

• Cigarettes and Tobacco - these products should be

never advertised as consumption of these things is
directly and badly responsible for cancer and other
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 severe health issues. These as are already banned in
countries like India, Norway, Thailand, Finland and
Singapore.

• Ads for social causes - these types of ads are ethical

and are accepted by the people. But ads like
condoms and contraceptive pills should be limited,
as these are sometimes unethical, and are more likely
to loose morality and decency at places where there
is no educational knowledge about all these
products.

CODE OF ETHICS BY ADVERTISING COUNCIL OF

INDIA

The following are excerpts from the Code of Ethics for

Advertising issued by the Advertising Council of India:

1. Advertising should be so designed as to con rm not only

to the laws but also the moral, aesthetic and religious
sentiments of the country.

2. No advertisement likely to bring advertising into

contempt or disrepute should be permitted. Advertising
should not take advantage of the superstition or ignorance
of the general public.

3. No advertisements of talismans, charms and character

reading from photographs or such other matter as will
trade on the superstition of general public shall be
permitted.

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4. Advertising should be truthful avoid distorting facts and
misleading the public by means of implications and
omissions. For instance, it should not mislead the
consumer by false statements as to:
* The character of the merchandise, i.e., its utility,
materials, ingredients, origin, etc.;
* The price of the merchandise, its value, its suitability of
terms of purchase;
* The services accompanying purchase, including delivery,
exchange, return, repair, upkeep, etc.;
* Personal recommendations of the article of service.
Testimonials which are ctitious and /or fraudulent or the
originals of which cannot be produced must not be used.
Anyone using testimonials in advertisements is as
responsible for the statements made in them, as he would
be if he had made them himself;
* The quality of the value of competing goods or the
trustworthiness of statements made by others.

5. No advertisement should be permitted to contain any

claim so exaggerated as to lead inevitably to
disappointment in the mind of the public. Special care is
called for in the
following cases:
* Advertisements addressed to those su ering from illness.
(In this respect the Code of Standards of Advertising in
relation to medicine must be adhered to);
* Advertisements inviting the public to invest money. Such
advertisements should not contain statements, which may
mislead the public in respect of the security o ered, rates
of return etc;
* Advertisements inviting the public to take part in lotteries
or competitions such as are permitted by law or which hold
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 out the prospects of gifts. Such advertisements should state

clearly all the conditions for the lotteries or competition or
the conditions for the distribution of the gifts;
* The publication of employment notices requiring fees for
application forms, prospects, etc., and security deposits
should be forbidden except when such advertisement
emanate from governmental or quasi-governmental
sources.

6. Methods of advertising designed to create confusion of

the mind of the consumer as between goods by one maker
and another maker are unfair and should not be used.
Such methods may consist in:
* The imitation of the trade mark or name of competitor or
the packaging or labelling of goods; or
* The imitation of advertising devices, copy, layouts or
slogans.

7. Advertising should endeavour to gain the goodwill of the

public on the basis of the merits of the goods or services
advertised. Direct comparison with competing goods or
rms and disparaging references are in no circumstances
permitted.

8. Vulgar, suggestive, repulsive or o ensive themes or

treatments should be avoided in all advertisements. This
also applies to such advertisements, which in themselves
are not objectionable as de ned above, but which advertise
objectionable books, photographs or other matter and
thereby lead to their sale and circulation.

9. No advertisement should o er to refund money paid.

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10. The use of National Emblems is prohibited by law in

advertisements, trade marks, etc., except by Governmental
agencies. Also the use of the pictures of Mahatma Gandhi,
the President, the Vice-President and the Prime Minister of
India is forbidden in such advertisements, trade marks,
etc., except by previous permission. This rule does not
apply to advertising of books, lms or other items in which
these personages form the chief subject.

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