UNIT 3

3.1 Strategies is Message Design; Copy; Layout; Theme; Advertising Campaign; Illustration;
Advertising Appeals.
ADVERTISEMENT COPY
An advertising copy is a term used to describe the main text used in the advertisement. The
text could be a dialogue, a catchy punch line or a company’s dictum.
It is a print, radio or TV advertising message that aims at developing and retaining an interest of
the target customer and prompting him to purchase the product within a couple of seconds.
According to the UK advertising guru, David Ogilvy, ‘people do read lengthy advertisements if
they are skillfully written’. The most significant part of the copy is the headline, and sometimes
even a small shift in the text brings magnanimous results.
DEFINITION:
An advertisement copy is the text used in the advertisement, be it print, radio, television or
other form of advertisement. The text so used can be in the form of dialogs, some catchy
phrase, a company's motto or slogan or any word advertising agency.
ESSENTIALS OF A GOOD ADVERTISEMENT COPY:
Credibility- An ad copy must focus on the credibility or the reliability of the advertising. The
copywriters should essentially flaunt an element of reliability in the ad so that the consumers are
convinced to go ahead with the product. The credibility of an advertisement is the extent of
honesty in the ad message. Misleading and misinterpreted ads harm the reputation of the
selling house.
Attention- The keywords, punch lines or a phrase that seize the attention of the potential
consumers or some component in the ad that attracts the target audience is essential in a good
advertising copy.
Assurance of benefit– An advertisement copy must contain some promise of the benefits that
the product offers if the consumer purchases and uses the product.
Brief and clear- An ad copy must be brief and clear, i.e. it must be to the point. It doesn’t mean
that the copy must omit the important elements of the advertising. A clear copy is easy and
quick to be read by the readers. It is self-explanatory, definite, and precise. Clarity makes way
for interpretation.
Apt and conforming- The copy must be apt and must match the needs of the prospects. A
copywriter has to use the most suitable USP. Every ad copy must meet the conforming
standards and rules acceptable to the advertising media and the laws of the land. A copy that
offends the morality challenges religious beliefs of the people is not welcomed by any media.
TYPES OF ADVERTISING COPY:
Human interest copy
Human interest copy entices the emotions and senses of its prospective customers rather than
the intellect and judgment. This advertisement copy defines the product to people instead of
sticking to facts. Human Interest copy gets to selling part indirectly or reluctantly. It focuses on
people’s undying interest in themselves, their families and friends.
The most important forms of Human Interest Copy are- humorous copy fear copy, predicament
copy, and story copy.
Humorous copy Humorous ad copy is a copy which is designed to make the reader laugh. This
copy brings about a smile on the readers face.
Fear copy Fear ad copy arouses a sense of fear in the reader to save their lives or to protect
themselves from something. It creates interest among its consumers by instilling a sense of fear
in them. Fear advertisement copies must be designed carefully as it may carry an unpleasant
association on the viewer’s mind concerning the product.
Story copy In a story copy, a story is narrated in a very interesting way to develop interest
amongst its prospects. Customer experiences can also be narrated in the form of a story.
Predicament copy In a predicament copy, the copy provides a dramatic explanation about the
product. This copy explains all the advantages and benefits of using the product. The
predicament copy usually takes over the other three forms of the advertisement copy.
Educational ad copy
An educational ad copy attempts to inform, update and prompts its clients to buy a product by
educating the prospective customers. It is designed to educate the public about the attributes of
the product. Introductory ad copies are usually created in this way. It is the responsibility of
every manufacturer to educate the prospects regarding the product and endure a warm
welcome amongst its clients. Such an ad copy signifies the benefits and special features of the
product.
Reason Why Copy
A Reason Why advertising copy offers reasons as to why the consumers are expected to buy
the product of a particular brand. The reason why copy appeals directly to the intellect or the
judgment of an individual than the emotions. It tries to explain the product qualities and benefits
by giving evidence in the forms of testimonials, guarantees, customer experiences, and so on.
The approach of this copy explains reasons to readers as to why the advertised product has to
be purchased. The format of this copy states a fact about a product or a service in the headline
and then explaining why the fact is true in its further text. This form of advertising works better in
print than on media, because broadcasting an ad has a limitation with respect to time. There are
good chances of the viewer missing the headline or the reasons why the headline claims to be
the truth.
Institutional Ad Copy
Institutional copy doesn’t sell its goods and services. Institutional ad copy aims at promoting the
selling house. It focuses to build a strong reputation for the selling house. The main objective of
this type of ad copy is to create, maintain, and increase the goodwill through its

Suggestive Copy
A suggestive copy suggests or attempts to convey the message to the readers directly or
indirectly and prompts them to purchase the product. Suggestive ad copy works best when the
reader is confused regarding the quality of the product and is juggling with decision making
regarding his purchase.
Expository Copy
Expository copy conflicts with the Suggestive copy. An Expository copy doesn’t conceal
anything about the product but instead exposes the facts that are clear and apt. It describes the
product features, uses, merits, operation and benefits of the products or services. Even a swift
glance registers quickly in the consumer’s mind and is quite easy to remember or pick up
CHARACTERISTICS OF ADVERTISING COPY:
The format of advertising copy must be so designed that it possesses the characteristics, or
features like:
(1) Arresting pictures,
(2) Arresting headlines,
(3) Novelty and contrast of the product,
(4) Dis-tinctiveness,
(5) Message size and position (how long, how short, how it is put, etc.)
(6) Colour,
(7) Shape,
(8) Movement.

THEME AND LAYOUT

COMPONENT PARTS OR ELEMENTS OF ADVERTISING COPY:
The make-up or component parts of the copy of advertising can be viewed from two aspects:
A. Advertising theme
B. Advertising layout.
(A) Advertising Theme:
A theme represents a particular view-point or a central idea with which the message is
conveyed to the consuming public. The theme involves a rational appeal based upon human
emotions, desires or sentiments. Such well-thought-out and specific appeals became effective in
arousing desire and in initiating action on the part of consumers. The following are the common
themes used in advertising:
1. The theme of beauty: The sales appeal for cosmetics, perfumeries and toilet products are
usually based upon the theme of beauty. Accordingly, the message of the advertisement
contains expressions like “For romantic or charming appearance, use product A”, “Product B
ensures alluring or exquisite complexion”, or “Care your hair with product C for glossy glimpse
and luxuriant growth.”
2. The theme of pride: The sales message in the case of jewelleries, radios, costly clothes,
motor cars and others is laid upon the theme of pride, since the acquisition of such products is
deemed as proud possessions on the part of buyers. For example, “Prestige car means A”,
“Radio B adds decency to any home”, “Discerning people prefer fabric C”, or “X’s Jewellery
adorns fashionable ladies.”
3. The theme of health: Advertising and Sales Promotion Page 64 Food products and drugs are
advertised through reliance upon the theme of health. To take some examples, “Product A
supplies boundless energy and vigour”, “Health brings happiness—and the key to health is held
by product B”, “Product C keeps you free from disease”, or “Eminent physicians prescribe D for
cold and cough.”
4. The theme of comfort: Products which aid in giving comfort to the people at work or at home
are advertised through the theme of comfort. Elec-trical fans, air-conditioning plants,
refrigerators and the likes belong to the group of products meant for providing comfort.
5. The theme of economy: This is a common appeal used in many cases for making bargaining
purchase, for saving money or far protecting costly things from decay and destruction.
6. The theme of fear: The theme of fear is utilized by insurance companies and safety-vault
operators in expanding the demand for their services. Possible dangers and their consequences
are presented in the copy of advertising for initiating action on the part of their customers.
7. The theme of emulation: The desire for imitation is strongly implanted in human nature. By
giving illustrations and factual information as to what some distinguished persons do, the
message of the advertisement may call for imitation on the part of others. To take one case,
“The successful men all over the globe use Blade A.”
8. The theme of distinction: The desire for individual recognition, distinct social status and
superior community standing is inherent in human beings. As an outward mark of that
distinction, selected products of very expensive nature are acquired by a class of people who
may be high-born or aristocrats.
9. The theme of affection: Baby foods, toys and other playthings are advertised on the basis of
this theme. By directing appeal towards parental love, the copy of advertising becomes effective
in securing action on the part of buyers.
10. The theme of patriotism: The appeal for products of national origin is sometimes based upon
national sentiments. For the prosperity of a nation and its citizens, the theme of patriotism
makes out a case for using national products in preference to goods of foreign origin.
(A) Advertising Layout:
While making a design, certain things need to be taken care off, so that the design fulfils the
need for effective communication besides being attractive and beautiful. While embarking on the
making of the layout, one needs to understand the message and for whom it is intended. So the
following aspects become the points of study to facilitate the job of making a layout. For an
advertisement design is more important to be successful than just beautiful. The design must
have balance, rhythm, emphasis, unity, simplicity, preparation, harmony, line, shape and
movement. Good layouts never just happen; they have to be deliberately and carefully planned
and worked out. Some of the things that help or direct the design of the layout must be kept in
mind and considered serious:
∙ The nature of the message.
∙ Kind of picture or image that will be used.
∙ The process and paper on which it will be reproduced.
∙ The amount of text and its size.
∙ Whether the layout will stand alone like a poster or compete with others in surrounding
environment like in a newspaper.
The subject, theme or content dominate the idea of a layout — which then gives an idea about
the target audience and how they need to be approached to get a favourable result. Something
that is meant to shock, alarm or awaken the masses like an epidemic or terrorism need to have
a bold and hard hitting approach, where as a film with a love story can have a softer and
sensitive approach. The requirement of the subject leads to the “style” of the layout. should be
made only after understanding how the receiver will look at it, not just how it was perceived by
the creator, the receiver may just fail to see it from our point of view. This should be the guiding
force while working out a concept. Recall the series of advertisements for a leading television
brand which used a devil to show envy. When the revolutionary campaign was released long
ago, the up-market target audience may have enjoyed the concept, but majority of the
countrymen who saw it did not understand it.
 Creative strategy needs a bit of practice — a background has to be made for the main
message so that it is received favorably in the right manner as desired.
Example, it is like how you ask your dad for a laptop. He must be in the right mood, you will look
for the correct time and grab the opportunity when it comes, besides having practiced couple of
times for what words to choose and what tone to use.

PRINCIPLES OF GOOD LAYOUT

An infinite number of arrangements are possible for the elements of an advertisement.
However, regardless of the arrangement of the elements, certain sound principles should be
followed in a good layout.
These include:
(1) Balance: Balance, of considerable importance in a layout, involves artistically combining the
various sizes and shapes that make up an advertisement.
Essentially, there are two forms of balance
∙ Formal or symmetrical
∙ Informal or asymmetrical
(2) Movement: If a print advertisement is to get the reader’s eye to “move” through it, the layout
should provide for gaze motion or structural motion.
(3) Unity: Unity in layout refers to keeping the elements of the advertisement together so that
the advertisement does not “fall apart”.
(4) Clarity and Simplicity: Although, it is important to make a layout interesting, care must be
taken to see that it remains simple enough so as not to lose its clarity and simplicity.
(5) Emphasis: A good layout should make the advertisement as a whole prominent and also
emphasize certain more important elements.
It can be done so by following some of the following techniques:-
∙ Repetition: A headline, an illustration or a trademark, for example, may gain added emphasis if
repeated several times.
∙ Contrast: Another technique is contrast of size, color, or style. In a row of six men, all six feet
tall, with a small boy at the end, the boy would attract attention.
∙ White Space: This is another technique which should be use very carefully.
TYPES / KINDS OF LAYOUTS
The several different forms of layout each serve a particular purpose and may not all be used for
any one advertisement.
They are as follows:
1. Thumbnail Sketches: They are miniature sketches that are used by the art directors to convey
the basic layout style and treatment without spelling out small details.
2. Rough Layout: Rough layouts or visuals, are prepared for almost all advertisements. They
are the same size as the finished advertisements except for outdoor posters.
3. Finished Layouts: The next stage is the preparation of the finished layout, which is worked
more carefully than the rough layout. They suggest in considerable detail the style of the
illustration and headlines and therefore serve as a guide to artist and typographer.
4. Comprehensive Layouts: A comprehensive layout is prepared for a client when they are
unable to judge the effect of the finished advertisements by looking at the finished layout. These
layouts come very close to resembling the finished advertisements.
 5. Working Layouts: Working layouts are not really layouts, but rather a sort of “blueprint” for
production, indicating the exact position of the various elements and appropriate instructions for
the typographer and engraver. They are also known as “mechanicals”.
ELEMENTS OF A LAYOUT
A copywriter must take pains in making up a sound advertisement copy containing its various
components i.e. headlines, subhead lines, illustrations etc. The following are the main
components of an advertisement copy
1. Background
2. Border
3. Caption
4. Coupon
5. Decoration
6. Heading
7. Illustration
8. Mascot
9. Name Plate
10. Price
11. Product
12. Slogan
13. Space
14. Sub-heading
15. Text
16. Trademark
17. Colour

FUNCTIONS OF AN ADVERTISING LAYOUT

An advertisement layout is a blueprint. The main functions of layout are:-
Assembling different Parts
The main function of layout is to assemble and arrange different parts or elements of an
advertisement illustration, headline, sub headlines, slogans, body text and identification mark
and boarder and other graphic materials – into a unified presentation of the sales message. In
all the layouts these elements are presented in the same size, form, shape, as desired by the
advertiser in the final ad proof. Thus layout gives both creative personals (copywriter and artists)
and the advertiser who pays for it a good idea of how the finished ad will finally appear.
Opportunity of Modification
The layout offers an opportunity to the creative teams, agency management and the advertiser
to suggest modification before its final approval and actual construction and production begins.
Specification for Costs
The layout provides specification for estimating costs and it is a guide for engravers
typographers and other craft workers to follow in producing the advertisement.

ETHICS OF DESIGN AND LAYOUT It is not necessary that all elements of advertisement copy
must form part of the copy. They appear in today’s ads with varying degree of frequency. The
components of the copy must be decorated or positioned on the basis of certain basic principals
regardless of the number of elements in an add. The following five principles of good
composition are important to anyone who creates or evaluates the advertisement - (1) Balance
(2) Proportion
(3) Contrast and emphasis,
(4) Eye –movement,
(5) Unity.
1. Balance
A layout may be called balanced if equal weight or forces are equidistant from a reference point
or a light weight is placed at a greater distance from the reference point than a heavy weight.
Balance is the law of nature. The reference point or fulcrum is the optical centre of the
advertisement. The artists with a given area or space, are to place all the elements within this
space. Optical centre of fulcrum of the ad is often a point approximately two – thirds of the
distance forms the bottom. It is the reference of the layout.
2. Proportion
Proportion is closely related to balance since it refers to the division of space among layout
elements for a pleasing optical effect. Good proportion in an advertisement requires a desired
emphasis on each element in terms of size and position. If the major appeal in an Advertising
and Sales Promotion Page 86 advertisement is product’s price. The price should be displayed in
proportionate space position.
3. Contrast and Emphasis
Contrast means variety. It gives life to the whole composition and adds emphasis to selected
important elements. An advertiser always looks to advertisements from completion point of view
and desires the policy of the most important elements to attract the attention of the people. An
advertisement with good contrast may attract the attention of customers contrast maybe visible
in a number of ways. It may be witnessed through sizes, shapes and colours. Different colours
sizes and shapes of elements in an advertisement add contrast. The varying directions, of
design elements (Vertical trees, horizontal pavements arched rainbows) add contrast. There
must be sales communication purpose behind every layout decision made.
4. Eye Movement
Eye movement is the design principle which helps move the eyes of the readers from element
to element in the order given in the hierarchy of effects model for effective communication of the
message in advertising. An effective ad uses movement to lead its reading audience from initial
message awareness through product knowledge and brand preference, to ultimate action (intent
to purchase). Direction and sequence are two terms for the same element and artists may
perform it in many ways. Mechanical eye direction may be created by devices such as pointing
fingers lines arrows or even a bouncing ball that moves from unit to unit. Planned eye
movement should follow the established reading patterns too, such as the tendency to start to
top left corner of a page and read through to the lower right corner. The eyes also moves
naturally from large items to small from dark to light and from colours to not – colours.
5. Unity or Harmony
Unity or harmony is another important design principle. Although each element should be
considered as a separate unit in striving for balance, proportion, contrast and eye movement the
complete layout or design should appear as a unified composition. Common methods of
securing unity in layouts are
Use of consistent typographical design.
Repetition of the same shapes and motifs,
The overlapping of elements
Use of a boarder to hold elements together and
Avoidance of too much space between various elements.
Although unity and contrast seem conflicting but, they function quite smoothly together if they
operate at cross purposes, if the artists strive for balance here as well as in the layout overall.
Unity contributes orderliness to elements – a state of coherence, if they are properly placed.
Contrasting size, shapes, colours and directions can flow together beautifully

ADVERTISING CAMPAIGN
An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). Advertising campaigns
appear in different media across a specific time frame. The critical part of making an advertising
campaign is determining a champion theme as it sets the tone for the individual advertisements
and other forms of marketing communications that will be used. The campaign theme is the
central message that will be communicated in the promotional activities. The campaign themes
are usually developed with the intention of being used for a substantial period but many of them
are short lived due to factors such as being ineffective or market conditions and/or competition
in the marketplace and marketing mix.
∙ An advertising campaign is an organized series of advertising messages with identical or
similar messages over a particular period of time.
∙ It is an orderly planned effort consisting of related but self contained & independent
advertisements.
∙ Though the campaign is conveyed through different media, it has a single theme & unified
approach.
∙ There is a psychological continuity due to a unified theme.
∙ The physical continuity is provided by similarity of visuals and orals.
OBJECTIVE
♣ Inform people about your product
♣ Convince them to buy the product
♣ Make your product available to the customers

ADVERTISING CAMPAIGN OF TYPES / BASIS

Geographical spread:
⎫ Local market campaign
⎫ Entire region campaign
⎫ National campaign
Pioneering campaigns: Introduce New Products
Competitive campaigns: Emphasize competitive superiority to retain the present market and to
expand it either by increasing the products consumption or by wearing the customers away from
a competitive brand. Classification in terms of media:
⎫ Direct mail campaign
⎫ Newspaper campaign
⎫ TV campaign etc
On the basis of campaign’s purpose:
⎫ Direct action campaign: where a customer is expected to buy a product
⎫ Indirect action campaign
⎫ Product promoting campaigns
⎫ Corporate image promoting campaigns

ILLUSTRATIONS
“A picture is worth a thousand words.”
Everyone in the advertising circle is familiar with these astute above-mentioned quotations.
Illustrations can persuade, inform and influence action. They can express emotions and convey
brand characteristics. An Illustration is a depiction of stories, events, concept or any process.
Depending upon any situation illustration may vary and can be stylized, expressive or realistic.
OBJECTIVES:
The several objectives of illustrations in advertising:
1. To conceptualize the product; a showcase.
2. To pictualize its utility, its convenience; depicting the story of the usefulness of the product.
3. The desire of owning the product either by knowing the utility or by the beauty and
appearance of the product.
4. To establish in the minds of customers that it is superior to other product.
5. To create that impelling desire on the part of the prospect to read the advertising message,
which is inherent in all art. Art embellishment is to advertising what stage scenery and costumes
are to drama.
6. To acquaint people with the packages and physical appearance.
Importance of Illustration in Advertising:
Illustrations are included in advertising layouts in order to communicate a concept or two to the
audience. These effective pictorial images direct the viewer’s eye to the advertisement and
capture his/her attention. Usually, the drawing is designed to convey a commercial, political, or
ideological objective. Advertising can be seen nearly everywhere in modern day life and takes
the form of many different things including billboards, television commercials, flyers, posters,
direct-mail kits, web banners, wall paintings, bus stop benches, and many others. Before the
popularity and feasibility of photographic reproduction, promotions depended on illustration as
the means of reinforcing the ad’s message
FUNCTIONS
we will examine how illustrations can attract attention, aid retention, enhance understanding, or
create context
¬ Attention: According to cognitive theory, only a small fraction of all sensory stimuli that reach
the brain actually make it to the working memory, a process known as selective perception
(Gagné, 1985). Considering the limitations of working memory, it is easy to understand why
such a process is necessary. Using illustrations can help because they can be complex to the
senses, and because they can provide novelty in the probably more plentiful stream of spoken
words or written text.
¬ Complexity: Complexity draws and holds attention (Fleming &Levie, 1978). Illustrations,
because they can display varieties and interrelationships of lines, shapes, colors, spaces, and
text, tend to be more complex to the senses than lectures or text alone, and so they will stand
out to the learner.
¬ Novelty: Anything that is originally novel and attention getting can become monotonous with
overuse
¬ Retention: Retention usually refers to keeping information available in the long-term memory,
but the ability to retain needed information in working memory is equally important to learning
and performance.

ADVERTISING APPEALS
MEANING:
An advertising appeal is a statement designed to motivate a person to act. The appeals which
the advertiser makes usually focus the buying motives of the consumers. Pleasing total quality
of a radio becomes basis to motivate the music and the vitamin contents of a drug form an
appeal to motivate public and listen to people to preserve their health. However, numerous
appeals may be made for any product. Advertising appeals are designed in a way so as to
create a positive image of the individuals who use certain products. Advertising agencies and
companies use different types of advertising appeals to influence the purchasing decisions of
people.
DIFFERENT TYPES OF ADVERTISING APPEAL
There are three types of appeals:
1) Rational or Informational Appeal 2) Emotional Appeal 3) Moral Appeal

Rational or Informational Appeals This is generally product oriented appeal, highlights the
functional benefits like- quality, economy, value, or performance of a product.
Following are different types of rational appeals:
∙ Feature Appeal - Advertisements based on such appeal are highly informative, provides
information of product attributes or features that can be used as the basis for rational purchase
decision. Technical and high involvement product often uses this appeal.
∙ Competitive Advantage Appeal - Such appeal is used to compare the product with the
competitor's product directly or indirectly and advertiser try to present his product superior then
competitor's product on one or more attributes
∙ Favourable Price Appeal - Here price offer is considered as the dominant point of the
message.
∙ News Appeal - Some type of news or announcements about product or company dominates
the advertisement.
∙ Product Popularity Appeal - Product popularity is considered as the dominant point of
advertisement by highlighting the increasing number of users of brand or the number who have
switched to it.
∙ High Quality - Some products are preferred for their quality not merely because of their taste or
style, such products are advertised by highlighting the quality attribute in advertisement.
∙ Low price - Many people prefer low priced goods. To target such audience products are
advertised by highlighting the low price tag of the product.
∙ Long Life - Many consumers want product of durable nature that can be used for a long period,
in advertisement of such product durability is the dominant point of the message.
∙ Performance - Many advertisements exhibit good performance of product.
∙ Economy - Many customers consider savings in operation and use of product, for example in
case of automobile the mileage is considered while selecting the brand or model.
∙ Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited supply of
a product, the value of that product increases. Scarcity appeals urge consumers to buy a
particular product because of a limitation.
∙ Other Rational Appeals - Other rational appeals include purity, more profits, time saving,
multifunction, more production, regular supply and availability of parts, limited space required,
artistic form, etc. that can make advertising effective.

Emotional Appeals An emotional appeal is related to an individual’s psychological and social

needs for purchasing certain products and services. An emotion affects all type of purchase
decisions.
Types of emotional appeals are as follows
∙ Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are shown
in advertisements to appeal audience to buy that product. For exampleJonson and Jonson baby
products.
∙ Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things
they should or stop.
∙ Fear - Fear is an emotional response to a threat that expresses some sort of danger. Ads
sometimes use fear appeals to evoke this emotional response and arouse consumers to take
steps to remove the threat. For example- Life Insurance
∙ Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy
mouthwash, deodorant, a safer car, get retirement pension plan.
∙ Humour - Humour causes consumer to watch advertisement, laugh on it, and most important
is to remember advertisement and also the product connected with humour. For example-
Happy dent, and Mentos.

Moral Appeals Moral appeals are directed to the consumers’ sense of what is right and proper.
These are often used to exhort people to support social and ethical causes.
Types of Moral Appeal are as follows:
∙ Social awakening and justice
∙ Cleaner and safe environment
∙ Equal rights for women
∙ Prohibition of drugs and intoxication
∙ Adult literacy
∙ Anti-smuggling and hoarding
∙ Protection of consumer rights and awakening

Other Type of Appeals

∙ Reminder Appeal - Advertising using reminder appeal has the objective of building brand
awareness. For example- IPO
 ∙ Teaser Advertising - Advertisers introducing a new product often use this appeal. It is
designed to build curiosity, interest and excitement about a product or brand. For example-
Ponds ad of Saif & Priyanka
∙ Musical Appeals - Music is an extremely important component in advertising. It captures the
attention of listeners. For example- Docomo, Airtel
∙ Transformational Appeal - The idea behind this appeal is that it can actually make the
consumption experience better. For example- Ambay products
∙ Comparison Appeal - In this appeal a brand’s ability to satisfy consumers is demonstrated by
comparing its features to those of competitive brands. For exampleTide & Surf
∙ Direct Appeals - Direct appeals clearly communicate with the consumers about a given need.
These extol the advertised brand as a product which satisfies that need.
∙ Indirect Appeals - Indirect appeals do not emphasize a human need, but allude to a need

CHARACTERISTICS OF ADVERTISING APPEALS

Advertising appeals should have three characteristics: should be meaningful, believable, and
distinctive.

Message execution: Execution style the approach, style, tone, words, and format used for
executing (properly conveying) an advertising message.

Slice of life: style sows one or more “typical” people using the product in a normal setting.

3) Lifestyle: shows how a product fits in with a particular lifestyle.

4) Fantasy: creates a fantasy around the product or its use.

5) Mood or image: builds a mood or image around the product or service, such as beauty, love,
intrigue, or serenity.

6) Musical: shows people or cartoon characters singing about the product.

7) Personality Symbol: creates a character that represents the product.

8) Technical expertise: shows the company’s expertise in making the product.

9) Scientific evidence: presents survey or scientific evidence that the brand is better or better
liked than one or more other brands.

10) Testimonial evidence or endorsement: features a highly believable or likable source

endorsing the product.
∙ The advertiser might also choose a tone for the ad.
∙ The advertiser must use memorable and attention-getting words in the ad.
∙ Format elements make a difference in an ad’s impact. The illustration, headline, and copy must
be on point and work together. Consumer-Generated Messages. Adcreation contests, searching
for existing videos.
∙ If done well, consumer-generated advertising efforts can produce new creative ideas and fresh
perspectives on the brand from consumers who actually experience it. Selecting Advertising
Media Advertising media the vehicles through which advertising messages are delivered to their
intended audiences
∙ Determining Reach, Frequency, and impact. Reach is a measure of the percentage of people
in the target market who are exposed to the ad campaign during a given period of time.
∙ Frequency is the measure of how many times the average person in the target market is
exposed to the message. Media impact- the qualitative value of message exposure through a
given medium. i.e. Newsweek more respected than National Enquirer. Radio vs. TV.

Essentials of a Good Advertising Appeal

The following are the essentials of a good advertising appeal:

1. It must be Communicative: An advertising appeal must successfully tell what it wishes to

convey. As far as possible, the message must be communicated in a simple language.

2. It must have a Good Theme: A good theme means there must be something which has to be
told to the prospects. Only meaningful words become effective in conveying the story.

3. It must be Distinctive: An advertising appeal must be distinctive. It should present a product in

a distinctive way. If it is a new product, then „new‟ alone makes it distinctive.

4. It must be Interesting: A good advertising appeal must be interesting. An advertisement must

provide interest to the readers or the listeners or viewers and this can be done by telling the
story of an advertisement in an interesting manner.

5. It must be Believable: The theme of an effective advertising appeal must be believable. The
message which is doubted can never be effective. Only facts are presented in an interesting
manner.

6. It must be Complete: An advertising appeal should be complete and must not be superfluous.
Such information which is likely to confuse the prospects in making buying decision should be
avoided.

3.2 Scientific Advertising: Creative Concept; Strategy and Creativity; Strategy in Message
Design; Words and Pictures; Art Direction; Copywriting.

SCIENTIFIC ADVERTISING
"Scientific advertising" refers to a method of advertising that relies on data, research, and
empirical evidence to make informed decisions about advertising campaigns. It's a systematic
and data-driven approach to marketing that aims to maximize the efficiency and effectiveness of
advertising efforts. Here's a detailed explanation of scientific advertising:

1. **A/B Testing**: One of the core principles of scientific advertising is A/B testing (or split
testing). It involves creating two versions of an ad or a marketing campaign (Version A and
Version B) with a single variable difference between them (e.g., different headlines, images, or
calls to action). By running both versions simultaneously and measuring the response,
marketers can determine which version is more effective. This helps in optimizing ad
performance based on concrete data.

2. **Data Analytics**: In scientific advertising, data plays a crucial role. Marketers collect and
analyze data related to their advertising campaigns. This includes metrics like click-through
rates, conversion rates, bounce rates, and more. Tools like Google Analytics and other tracking
software are commonly used to monitor the performance of ad campaigns. Marketers then use
these data insights to make informed decisions about their ad strategies.

3. **Target Audience Analysis**: Understanding the target audience is a fundamental aspect of

scientific advertising. Marketers use demographic, psychographic, and behavioral data to create
buyer personas and tailor their advertising content to specific segments of the market. This
ensures that the right message is delivered to the right people.

4. **Conversion Funnel Optimization**: Scientific advertising also involves optimizing the

conversion funnel. This means analyzing the steps a potential customer goes through from the
first exposure to an ad to making a purchase. By identifying bottlenecks and areas where
potential customers drop off, marketers can make necessary improvements to increase the
conversion rate.

5. **Return on Investment (ROI)**: Measuring the return on investment is essential in scientific

advertising. Marketers compare the cost of advertising with the revenue generated from the
advertising campaign. This allows them to determine the effectiveness of their marketing efforts
and allocate resources more efficiently.

6. **Testing and Iteration**: Scientific advertising is an iterative process. Marketers constantly

test new ad strategies, analyze the results, and make adjustments based on data. This ongoing
process of refinement helps improve the effectiveness of advertising over time.

7. **Psychology and Copywriting**: Understanding consumer psychology is vital in creating

persuasive ad copy. Marketers employ techniques such as using persuasive language,
highlighting benefits, and addressing pain points to influence consumer behavior. The principles
of psychology, coupled with data-driven insights, help refine ad content.
8. **Media Selection**: Choosing the right advertising channels is crucial. Scientific advertising
involves researching and selecting the platforms where the target audience is most active.
Whether it's social media, search engines, print, radio, or television, data and audience insights
guide media selection.

9. **Competitive Analysis**: Marketers in scientific advertising also analyze their competitors'

advertising strategies. By understanding what works for competitors and what doesn't, they can
adjust their own campaigns to gain a competitive advantage.

10. **Long-term Planning**: Scientific advertising often involves long-term planning. Marketers
aim to build brand recognition and customer loyalty over time, not just focus on short-term
gains. This may involve creating a consistent brand image and messaging across various
campaigns.

CREATIVITY

Creativity is a fundamental concept in advertising. It refers to the imaginative and original

aspects of an advertising campaign or message that make it stand out, capture the audience's
attention, and leave a lasting impact. Creativity in advertising involves the generation of novel
ideas, innovative approaches, and compelling storytelling to convey a brand's message. Here's
a detailed explanation of the creativity concept in advertising:

1. **Originality**: Creativity in advertising often starts with the development of original ideas and
concepts. Advertisers strive to create content that hasn't been seen before or present familiar
ideas in new and exciting ways. Originality can be achieved through unique visuals, concepts,
copywriting, or even unconventional ad placements.

2. **Emotional Appeal**: Creativity often involves tapping into the emotional aspects of the
audience. Effective advertising campaigns connect with people on an emotional level by evoking
feelings such as happiness, nostalgia, excitement, or empathy. Emotional appeal can make an
ad memorable and resonate with the audience.

3. **Storytelling**: Advertising creativity frequently relies on storytelling to convey a brand's

message. Storytelling allows advertisers to create a narrative that draws the audience in, holds
their attention, and communicates the brand's values, benefits, or mission. A well-crafted story
can make an ad more relatable and engaging.

4. **Visual Creativity**: Visual elements play a significant role in advertising creativity. Design,
color, imagery, and typography are used to create visually appealing and memorable ads. A
visually creative ad can leave a strong impression, even without much text.

5. **Surprise and Intrigue**: Creative ads often incorporate an element of surprise or intrigue.
They captivate the audience's curiosity and make them want to learn more. This can be
achieved through unexpected twists, clever humor, or intriguing visuals.
6. **Metaphors and Symbolism**: Using metaphors and symbolism in advertising can be a
creative way to convey complex ideas or emotions. Symbols and metaphors can simplify the
message while adding depth and layers of meaning.

7. **Cultural Relevance**: Creativity in advertising takes into account cultural trends, references,
and nuances. Ads that reflect current events, pop culture, or societal values can resonate with
the audience and make the brand seem culturally relevant.

8. **Creativity and Brand Identity**: Creativity should align with the brand's identity and values.
While advertising campaigns may aim to be creative and attention-grabbing, they should remain
consistent with the overall brand image. A balance must be struck between creativity and brand
integrity.

9. **Memorability**: A truly creative advertisement is often one that people remember long after
they've seen it. Creativity can make an ad unforgettable, which is valuable in building brand
recognition and recall.

10. **Call to Action**: Creativity doesn't end with capturing attention; it should also drive a clear
call to action. A creative ad should motivate the audience to take the desired action, whether it's
making a purchase, signing up for a newsletter, or sharing the content.

11. **Feedback and Iteration**: In advertising, the creative process often involves seeking
feedback and iterating on ideas. Advertisers may test different creative approaches to see which
resonates most with the audience and continually refine their campaigns based on data and
feedback.

12. **Cross-Channel Consistency**: In today's multichannel advertising landscape, maintaining

consistency in creativity across various platforms is essential. The creative concept should
adapt to different media while keeping the core message intact.

STRATEGY IN MESSAGE DESIGN

Strategy in message design for advertising involves planning and structuring the content to
effectively communicate brand's message, connect with a the target audience, and achieve
specific objectives. Some key aspects to consider:

1. Audience Analysis - Understand audience's demographics, preferences, Behaviours, and

your target needs. Tailor your message to resonate Them.

2.objectives - Define clear goals for campaign your advertising.

3 Unique Selling Proposition (usp) - Identifying what sets your brand or product apart from
competitors. Highlight this unique aspect in your message

4.Message Clarity - keep the message concise and easy to understand • Use clear language
that aligns with the target audience's level of familiarity with the topic.

5. Emotional Appeal - Tap into emotions that resonate with your "audience · Emotionally
compelling message tend to be more memorable

6. Consistency - Ensure that the message aligns with gour brand's identity and values. building
strong brand image • Consisting help

7. Visual Element - Choose visuals that complement the message and resonate with the
audience. Visuals. should enhance the message, not overpower it.

8 Call to Action (CTA) - Include a clear and compelling CTA that prompts the audiences to take
the desired action such as making purchase or visiting a website.

9)Platform and context - Consider the platformcutere the message will be displayed tag;- social
media, print, TUT - Adapt the message to fit the context of that platform.

10) Feedback and Adaption - Monitor how performs and gather your message feedback - Be
ready to adapt and refine your strategy based on the results.

In advertising a "Strategy in Message" refers to the deliberate plan ar approach taken to convey
a specific message to the target audience This strategy encompasses various element such as
the choice of words , tone, imagery and overall presentation .It's about designing the message
in a way that effectively communicates the intended meaning, elects the desired emotional
response, and motivates the audience to take a particular action such as making a purchase or
engaging with the brand. The strategy in the message aligns with the overall marketing and
communication goals , and it takes into consideration the characteristics of the target audiences,
the brand identity and the competitive landscapes.

IMPORTANCE OF WORDS AND PICTURES IN DESIGNING ADVERTISEMENT MESSAGE

Impact of images in an advertisement

The human brain processes Images 60000. Times when are faster than words. In instance need
to communicate our messages. | quickly & images Can be a are essential billboard or up
entirely of words is An example a Facebook ad made a bad idea - we need to be able to grab
someone's attention while part driving past a billboard scrolling or striking image can through
social media and a granter that.
Impact of words on advertisement message

Words have the benefit that you can search them. When it comes to inbound marketing
(encouraging customers to come to come to you rather than advertisement to your customers.)
keywords are often necessary for helping customers to find you. You cannot search for an
image not without using words.

Both images and words can build trust

Images and words are both important for building trust. Images are typically used to provide
visual evidence. Many people are more likely to buy a product online if there are photographs
provided, while many people trust an online service if photos of employees are provided. Words
meanwhile can be used to show how knowledgeable you are. Blog - posts, eBooks, seminars
and educational videos all rely on the ability to use words to give people advice – being able to
explain things well can prove you’re an expert in your field and that you are a company that
should be trusted.
There are definitely times when words can leave a lasting impression, Such
as catchy slogans and interesting facts. However in general a person will remember only 10% of
the text or audio that they consume. People are much better at recalling images .Therefore at
times when we want to leave a lasting impact, it’s good to use mages. Images are big part of
branding- a strong logo, color scheme and fonts can help people to remember your company.

ART DIRECTION

Art direction is the management of creative processes that produce visual outputs such as
publications, media, environments, communications and symbols. For example, magazine
covers, movie sets, video games, advertising and visual branding may all require the work of an
art director. Art Directors are responsible for the creation and development of advertising ideas,
with particular focus on their visual appearance. These ideas can exist in many formats from
posters and print advertisements, to TV commercials, cinema, radio, experiential, Direct
Marketing leaflets, mobile applications and websites
The following are common elements of art direction.

CREATIVE VISION
Creating a big idea that serves as the vision for a visual work. This may
Include an overall style, attitude, message, approach, mood and theme.

TARGET AUDIENCE
Crafting works to resonate with a target audience. This potentially involves market research.

CLIENT RELATIONSHIPS
Maintaining client relationships, pitching a creative vision and achieving acceptance of final work
products.

DECISON MAKING
An art director often has creative
Control of visual outputs and needs to make regular decisions.

TEAM MANAGEMENT
In some cases, an art director manages a creative team and is responsible for things such as
goal setting, performance management,
Productivity and influencing on behalf of the team.

COPY WRITING

Copywriting is the process of writing persuasive marketing and promotional materials that
motivate people to take some form of action, such as make a purchase, click on a link, donate
to a cause, or schedule a consultation.
These materials can include written promotions that are published in print or online. They can
also include materials that are spoken, such as scripts used for videos or commercials.
The text in these materials is known as “copy,” hence the name “copywriting.”
You may not realize it, but copywriting is everywhere.
In fact, if you just start by looking in your mailbox, you’ll find some obvious examples of
copywriting. Promotions for local restaurants, catalogs, fundraising letters from charitable
organizations, or sales letters for various products and services are all forms of copywriting.

But the world of copywriting extends far beyond printed materials.

Much of what you read online is also copywriting, including most webpages, any free reports
you sign up for, and even the emails you receive after signing up

Take the example below from Stitch Fix, a website that specializes in helping people find a
fashion style that’s appropriate for them. The site also sells clothing for a range of different
styles

You can see the page has been written and designed to prompt you to take action in a variety of
ways. You’re asked to “Read More,” “Get Started,” or “Follow Us” on social media. You can also
“Ask a Stylist” for fashion advice.
These are simple prompts we see on websites on a daily basis, and they’re all forms of
persuasive copywriting
3.3 Print Advertising: Newspapers; Magazines; Out-of- Home (OOH) Advertising; Transit
Advertising; Headlines; Display Copy; Body Copy; Layout Stages; Principles of Design; Role of
Colour in Print Advertising.

Newspapers
Newspaper display advertising is a form of newspaper advertisement - where the advertisement
appears alongside regular editorial content. Display ads are generally used by businesses and
corporations towards promotion of their goods and services and are generally for larger budget
clients. Display ads appear in all sections of the newspaper except the editorial page, obituary
page, and classified section.These ads can span across multiple columns - and can even cover
full page, half page, quarter page or other custom sizes. They are designed in high resolution
coloured and black/white formats providing higher visibility for the mass audiences of
newspapers. For many major newspapers in developing markets, display ads play a significant
role in subsidizing the cost of the published newspaper.

Newspaper display ads are different from the regular "display ads" terminology, which is
commonly referred to as advertisements placed on the internet in banner and other rich media
format

Newspapers can be classified in different ways The following classification of newspapers is

convenient.

National Newspapers: Newspapers with national circulation in India are either in English of
Hinds. The Times of India, The Hindu, The Hindustan Times and others a national English
daibes. Dainik Jagran, Dainik Bhaskar, Amar Ujala, Hindustan, Nav Bharat Times and Basherya
Sahara are Hindi national dailies. These newspapers have editonal content with a nationwide
appeal. These newspapers mainly attract national and regional advertisees

Daily Newspapers (regional/local): These newspapers are published daily and in some bes the
circulation figures of these regional newspapers are much higher than national newspapers.
They provide only brief coverage of important national news and event.
Advantages:
Penetration: Newspapers offer an advertiser a high degree of market coverage of penetration. A
high percentage of literate people read newspapers daily, both in urban and rural areas. The
level of readership is very high among households with higher income and education levels.
They are also the ones who generally read a national and a local daily. Some newspapers have
a national daily in English and also a regional/local daily in a different on the geographical area).
By making one space buy, the advertiser is able to achieve more extensive coverage and reach
different segments of population with language (depending advertising message. By using daily
newspapers, national or local, media planners can achieve high level of frequency in media
schedule.
 Flexibility: Unlike television, newspapers offer considerable flexibility in terms of accepting and
running the advertisements. Most newspapers accept ads allowing a closing time of 24 hours
before publication. Of course, if the ad is coloured or meant for a Sunday supplement, it would
require relatively longer closing time. Advertisers take advantage of this flexibility in responding
to current market conditions and reaching customers with timely messages. Use of newspapers
allows advertisers to use creative options as the ads can be produced and run in very large to
small sizes, shapes, and formats. To attract readers' attention, the ads can be produced in
colour, placed in the Sunday magazine section, or the newspaper may carry the ads as special
inserts.
Limitations:
Reproduction Quality: This happens to be a major limitation of newspapers as an advertising
medium. The paper quality of newspapers is called coarse newsprint, not suited to proper colour
reproduction. Newspapers also lack time available to bring about fine details required in
high-quality reproduction of photographs and graphics of most advertisements since they use
high-speed rotary printing process. Good colour reproduction is possible only in special
newspaper supplements using better quality of printing paper, such as Sunday supplements.
Reproduction of high-quality colour is important when the product appearance is critical in
creating an impact. High-quality colour reproduction is quite expensive and for this reason, not
suited to many advertisers. When a product's visual appearance is important in the ad, the
advertiser will not use newspaper advertising.

Short Life Span: Another limitation of newspapers is their short life span. Newspapers are not a
leisure and pleasure medium and hence customers do not devote much time to reading them.
Most people generally read newspapers as soon as they are received and then dump or throw
them away. Newspapers are not read when they are two or three days old. Few people turn to
an old article or review for some specific reference and while doing so, they definitely ignore any
ads that appeared in that issue, or at least there is very little chance for ads to be read. So a
newspaper ad is unlikely to have any impact beyond the day it is published and any chance of
repeat exposure is rather remote. Many consumers just skim through the newspaper and this
increases the possibility of missing the ad or not paying attention to most ads.
Magazines

Magazines are considered as the most specialized of all the advertising media. The magazine
industry has often been described as "survival of the discriminating." The number of magazines
has increased steadily to serve the educational, informational, entertainment and other
specialized needs of consumers, business, and industry. There are some general interest
magazines with mass appeal, such as India Today, Reader's Digest, Outlook, The Week, and
Frontline, but most magazines are targeted at specific interest audience in terms of
demographics, interests, activities, lifestyle, or fascination. For example, Femina, Society,
Savvy, Grihshobha and Women's Era are women's magazines targeted at specific audience
segments based on demographics and lifestyle. Business India, Business Today, Business
World, and Intelligent Investor target audiences interested in business and investment.
Availability of a wide variety of magazines makes them quite an appealing medium to a very
large number of advertisers. Magazine advertising is equally popular among large and small
companies. Their high-interest readers are usually willing to pay a premium for the magazines.
As pointed out earlier, the role of magazines is different in the media plan of an advertiser.
Magazines allow the presentation of detailed ad messages along with beautiful reproduction of
photographs, graphics, and colours. Magazines are comparatively a more high-involvement
form of print medium than newspapers, as they are read in a leisurely manner and are not
dumped or thrown after reading as happens in case of newspapers.
Magazines can be classified in various ways but the most important classification can be in
terms of their editorial appeal or the type of readership they attract.

Advantages:
Reproduction Quality-
From advertisers' point of view, a highly desirable and valued attribute of magazines is the
reproduction quality of advertisements. Magazines are generally printed on high-quality paper.
The printing processes used are modern and provide equally superior reproduction both in
colour and black and white. This is quite an important feature for a visual medium like
magazines, because photographs and illustrations are often a dominating part in ads. The
reproduction quality in almost all the respectable magazines is far too superior compared to
what is offered by newspapers, particularly in colour. Special newspaper supplements are an
exception, which are produced on superior glossy paper. Use of colour in ads is particularly
important for advertisers when a product's visual elements are important in creating an impact.
Creative Flexibility-
Advertisers can take advantage of a great deal of flexibility in terms of the type, size, and
placement of advertising material in magazines. There are options of special facilities that help
advertisers in making the ad more noticeable and readable, such as gatefolds, bleed pages,
and inserts. Multiple-page advertising in magazines takes many forms. The most common
advertising of this form uses two-page or three-page spread and inserts. A spread increases the
impact of the message and removes any competition of reader's attention.
Gatefolds' is a form of multiple-page insertion and uses a third page, which folds out and gives
the ad extra-large spread. It is used by advertisers to make a striking presentation and are often
found at the inside cover of magazines, or on inside pages. BPL has used gatefolds on the
inside pages of some issues of Reader's Digest for ads of its televisions. Raymonds, Canon,
and Wipro also have used gatefolds in Reader's Digest. India Today also now carries gatefolds.
Limitations:
High Costs-
Magazines are among the most expensive media on CPM basis and in a valued
mass-circulation magazine, such as India Today or Reader's Digest, advertising can be quite
expensive. Many advertisers use quality magazines as a niche supplement in their media
schedule. The cost of ad space in magazines varies according to the size of audience they
reach and the degree of selectivity Advertisers with limited budgets may be interested in the
absolute costs of ad space and costs of producing quality advertisements for such publications.
Limited Reach and Frequency-
Quite a few magazines in India (both Hindi and English) have higher circulation figures than
English dailies. Magazines published in English have their reach in all the regions. Hindi and
some regional-language magazines have large circulation but their readership is confined to
certain regions only. To reach a broad market area, media planners must make media buys in a
number of magazines. If media strategy is based on broad reach, magazines are used in
combination with other media. A large number of magazines are either monthly or fortnightly
publications; the scope of building ad frequency is limited. Magazine advertising is a good
supplement to TV and newspaper advertising and is also good for reaching special interest
target groups who cannot be reached efficiently with television.
Outdoor
Outdoor advertising represents the oldest medium. We have already seen in the historical
background that outdoor advertising existed as early as 5,000 years ago in Babylon, Greece
and Egypt. Painted advertising dates at least to Pompeii, where decorated walls promoted
merchandise. Outdoor advertising is one of the more permeating communications and it is
almost impossible for anyone living in a civilised society anywhere in this world not to have been
exposed to it in one form or the other.

Outdoor advertising is usually used as a supportive medium by most national advertisers and
includes billboards, hoarding, posters, wall paintings, and transit advertising, etc. Outdoor
advertising can generate considerable reach and frequency levels at a fraction of the cost of
mainstream media and is most successful when it is used to accomplish narrowly defined
communication objectives, such as:
. To generate immediate brand name recognition when introducing a new product and
complement other forms of advertising
. To remind customers who are already in the market-place about established and recognised
brands of the marketer.

Advantages and Limitations

Outdoor medium combines high levels of reach and frequency at low CPM costs, and a
colourful presentation of products to audiences already in the marketplace. It offers the
advertisers the last opportunity to remind and influence the consumer prior to purchase.
The audience of outdoor advertising doesn't have to spend either the money or the effort to see
the ad. They are there, inviting anyone and everyone to come and see them, not just once but
repeatedly as long as they are there.

Audience Delivery: Outdoor advertising maximises both reach and frequency. It is estimated that
with proper placement, a moderate outdoor campaign reaches 75% adults in a market at a
minimum of 15 times in a 30-day period. This level of exposure is beyond any other medium.
The sheer size of outdoor ad makes it noticeable.
Geographic Flexibility: Outdoor advertising is highly flexible and can be placed almost anywhere
the law permits. It can be placed near stores, on buildings, along city roads, on mobile
billboards, and highways etc. Outdoor can conveniently cover local, regional, or national
markets.

Continuity: Outdoor advertising provides 24-hour coverage and cannot be turned off or ignored
like any other media. Exposure to outdoor media is not dependent on audience habits, there is
no zapping or zipping; it cannot be put aside or left unopened. The outdoor ad message is
always working for the advertiser.

Transit Advertising

In some ways, transit advertising is similar to outdoor advertising as it also uses billboards neon-
signs, and electronic messages. Transit advertising is targeted at millions of people who are
exposed to various modes of transportation, such as buses, subways, trains, or air travel. The
printed ads are paid for and provided by the advertiser to the firm managing transit advertising It
is the responsibility of this firm to place and maintain the ad posters on the vehicles.
The rate structure varies depending on the site, period, and the size of display. Important railway
stations sites, where thousands of passengers pass everyday cost much more than others with
lesser traffic. Advertisers are also offered bulk contract for placing their ads on more number of
railway stations, bus stands and airports, etc.
Of the many variations of transit advertising, the airline ticket holder is a very effective form of
advertising communication. It reaches a very captive audience and keeps the message in front
of the air passenger for as long as the ticket is retained.
There is an extensive public transport system in India because most people cannot afford
private transportation. A very large number of commuters travel everyday to their place of work
and back home. Employees of Indian Railways alone number about more than one-and-a-half
million. A large number of people, including those who come to see off the passengers, visit
railway stations, bus terminals, and airports everyday and are exposed to a variety of ad
messages on posters, neon-signs, and electronic boards etc. Posters also appear on the sides
and backs of buses, commuter trains, trams, and delivery vans. Kiosk ads are affixed on
streetlight and telephone poles. A very large part of ambulatory population is exposed to transit
advertising

The advantages of transit advertising include:

Exposure Duration: A major advantage of indoor forms of transit advertising is that the duration
of exposure is long. An airline passenger looks at her/his ticket many times and is likely to read
the ad message more than once.

Exposure Frequency: Millions who commute to their place of work and back home everyday are
exposed to ads repeatedly.
Geographic Selectivity: Advertisers can choose geographical areas to reach a select segment of
population. This is particularly useful to local advertisers who can buy locations in certain
neighborhoods.

Low Cost: Transit advertising is among the least expensive media and can be purchased for a
very reasonable CPM.

The limitations include:

Waste Coverage: A significant number of exposed audiences to transit advertising do not fall
under the category of potential customers. In the absence of specific geographic segments for
products, this form of advertising leads to considerable wasted coverage.

Creative Limitations: The message on the outside of vehicles is fleeting and only short copy
points are appropriate. This does not allow for any colourful and attractive ads and limits any
creativity.

ADVERTISING HEADLINE
An advertising headline is a short, attention-grabbing phrase or sentence that serves as the
main message of an advertisement. They are designed to capture the audience’s interest and
encourage them to read or engage further with the advertisement.
For example – “ Get a Brighter Smile in Just One Week “
“Unleash Your Potential with Our Fitness Program!”
TYPES OF ADVERTISING HEADLINE
Direct headlines - Direct headlines are a type of headline commonly used in advertising,
marketing, and journalism. They are designed to grab the reader's or viewer's attention quickly
and convey the main message or key information in a straightforward and concise manner.
Direct headlines typically avoid using clever wordplay, ambiguity, or subtlety and instead focus
on delivering the message directly and clearly. Example - "Get 50% Off All Electronics Today!"
"Breaking News: Major Storm Expected Tomorrow"
Indirect headlines - Indirect headlines are a type of headline commonly used in various forms of
writing, including journalism, marketing, and creative storytelling. Unlike direct headlines, which
present the main message or key information upfront, indirect headlines often employ wordplay,
curiosity, ambiguity, or storytelling techniques to pique the reader's interest and encourage them
to read further into the content. Example - "The Secret Ingredient for a Happier Life"
"What They Don't Want You to Know About Saving Money"
Question headlines - Question headlines are a type of headline that poses a question to the
reader as a way to grab their attention and encourage them to engage with the content. These
headlines are commonly used in journalism, marketing, and various forms of written
communication.
Example - "Are You Making These Common Investment Mistakes?"
"What's the Secret to a Healthy and Happy Relationship?"
Curiosity headlines - Curiosity headlines, also known as curiosity-driven headlines or curiosity
gap headlines, are a type of headline that piques the reader's interest by presenting a partial or
intriguing statement without revealing the full information. These headlines are designed to
create a sense of curiosity and compel the reader to click on the article or content to learn more.
Curiosity headlines are commonly used in online content, such as blog posts, news articles, and
clickbait-style headlines.
Example "The One Thing You Should Never Eat for Breakfast – Find Out Why"
"Secrets of the World's Richest People – Are You Using These Strategies?"
How-to headlines - How-to headlines are a type of headline commonly used in content
marketing, instructional writing, and educational materials. They explicitly indicate that the
content that follows will provide step-by-step instructions, guidance, or information on how to
accomplish a specific task or achieve a particular goal. How-to headlines are clear and direct,
outlining the content's purpose and offering value to the reader.
Example - "Master the Art of Public Speaking: A Step-by-Step Guide"
"Discover How to Cook Restaurant-Quality Meals at Home"
Command headlines -Command headlines, also known as imperative headlines, are a type of
headline that directly instructs or commands the reader to take a specific action. These
headlines are straightforward and often use strong, action-oriented language to compel the
reader to act immediately. Command headlines are commonly used in advertising and
marketing to encourage consumers to make a purchase, sign up for a service, or take some
other desired action. Example - "Call Now for Your Free
Consultation"
"Act Fast: Limited Stock Available"

Comparison headlines - Comparison headlines, as the name suggests, are a type of headline
that highlights a direct comparison between two or more things, ideas, products, or concepts.
These headlines are commonly used in various forms of communication, including marketing,
advertising, journalism, and content creation, to help readers quickly understand the differences
or similarities between the subjects being compared. Example - "iPhone vs. Android:
Which Smartphone Is Right for You?"
"Gas vs. Electric Cars: Which Is More Eco-Friendly?"
Testimonial headlines - Testimonial headlines are a type of headline that feature endorsements
or positive statements from satisfied customers, clients, users, or experts. These headlines are
commonly used in marketing and advertising to build credibility, trust, and social proof for a
product, service, or brand. Testimonial headlines typically highlight the experiences, opinions, or
recommendations of individuals who have had a positive interaction with the product or service
in question. Example - "Why Celebrities Love Our Skincare Line:
Testimonials from Hollywood Stars"
"Customer Testimonial: 'The Best Customer Service I've Ever Experienced"
Emotional headlines - Emotional headlines are a type of headline designed to evoke strong
feelings, emotions, or sentiments in the reader. These headlines are commonly used in various
forms of communication, including journalism, advertising, content marketing, and social media.
The goal of emotional headlines is to connect with the reader on an emotional level, making the
content more engaging and memorable. Example - "The Joy of Giving: How
One Act of Kindness Can Change Lives"
"Why We Can't Ignore the Climate Crisis Any Longer"
Storytelling headlines - Storytelling headlines are a type of headline that uses elements of
storytelling to capture the reader's attention and create a narrative or emotional connection.
These headlines are designed to make the content more engaging and relatable by presenting it
in a storytelling format. Storytelling headlines are commonly used in journalism, content
marketing, and various forms of written communication.
Example - "The Love Story That Defied All Odds: A Tale of True Romance"
"The Mystery of the Abandoned Mansion: An Urban Explorer's Adventure"
DISPLAY COPY

Advertising display copy refers to the text or written content used in

advertisements, whether they're online, in print, on billboards, or any other medium. Its purpose
is to capture the audience's attention, convey the message, and encourage them to take a
specific action, such as making a purchase or visiting a website.
Example –
Online Banner Ad for a Clothing Brand:
"Shop the Latest Trends! Get 30% Off Your First Order."

Billboard for a Local Restaurant:

"Hungry? Satisfy Your Cravings at Joe's Diner, Open 24/7."

TYPES OF DISPLAY COPY

Informative copy - Informative copy refers to written content that is primarily focused on
providing factual information, explanations, details, or insights on a particular topic, subject,
product, service, or concept. The primary goal of informative copy is to educate or inform the
audience, offering valuable knowledge or insights that help them understand a subject better,
make informed decisions, or gain deeper insights into a topic.
Questioning copy - Questioning copy, also known as interrogative copy, is a style of written
content that uses questions as a primary means of communication. In this type of copy,
questions are used to engage the reader, stimulate curiosity, encourage critical thinking, and
prompt a response or action. Questioning copy often presents questions that are relevant to the
topic or subject matter and invites the reader to contemplate or seek answers within the content.

Persuasive copy - Persuasive copy, also known as persuasive writing or persuasive content, is
a type of written communication that aims to influence the reader's thoughts, beliefs, opinions,
or actions. It is commonly used in marketing, advertising, sales, and other forms of persuasive
communication to convince the audience to adopt a specific viewpoint, take a particular action,
or make a decision, such as purchasing a product or service.
Creative Copy - Creative copy, often referred to as creative writing or creative content, is a
style of written communication that prioritizes imaginative and artistic expression. Unlike other
forms of writing that focus on conveying information or persuading the reader, creative copy
places a strong emphasis on literary techniques, storytelling, and evoking emotions and
experiences. Creative copy is commonly found in fiction, poetry, creative nonfiction, advertising,
marketing, and other artistic or expressive forms of writing.
Comparison copy - Comparison copy is a style of written content that focuses on comparing
two or more items, concepts, products, services, or ideas. It is commonly used in various forms
of communication, including marketing advertising, product reviews, and decision-making
guides, to help readers or audiences understand the similarities and differences between the
subjects being compared.
Storytelling copy - Storytelling copy, also known as narrative copy or narrative marketing, is a
style of written content that incorporates storytelling techniques to engage the audience, create
emotional connections, and convey information or messages. Instead of presenting facts or
features in a straightforward manner, storytelling copy uses elements of storytelling to frame the
content in a narrative structure, often with characters, settings, conflicts, and resolutions.

BODY COPY
A body copy is a part of copywriting element. Advertising body copy is the longer portion of text
in an advertisement that follows the headline and supports the main message. It provides more
detailed information about the product, service, or offer being promoted. Body copy elaborates
on the benefits, features, and value of what's being advertised.
TYPES OF BODY COPY
Descriptive copy - Descriptive copy refers to the portion of written content that provides detailed
descriptions, explanations, or information about a product, service, place, event, or concept.
This type of content is often used in marketing, advertising, product descriptions, travel guides,
and other forms of communication to paint a clear and vivid picture for the reader or audience.
Narrative copy - Narrative copy refers to the portion of written content that tells a story or
conveys information using a narrative structure. Narrative copy often includes elements such as
characters, settings, plot developments, and storytelling techniques to engage the reader and
make the content more compelling and relatable.
Problem-solution copy - Problem-solution copy, is a style of written content that focuses on
identifying a specific problem or challenge and then providing a solution or solution options to
address it. This type of content is commonly used in various forms of communication, including
marketing, advertising, educational materials, and informative articles, to help readers
understand, confront, and resolve issues they may be facing.
Testimonial copy - Testimonial copy refers to written content that includes endorsements,
reviews, or statements from individuals or customers who have had positive experiences with a
product, service, or brand. Testimonials are used as a form of social proof to build trust and
credibility with potential customers or readers. This type of content is commonly found in
marketing materials, product descriptions, sales pages, and promotional content.
Explanatory copy - Explanatory copy, in the context of body copy, refers to written content that
provides detailed explanations, clarifications, or additional information about a specific topic,
concept, product, service, or process. This type of content is often used to help readers gain a
deeper understanding of complex subjects, procedures, or offerings. Explanatory copy aims to
educate and inform the audience, making it easier for them to grasp the subject matter.

Inspiration copy - Inspiration copy, in the context of body copy, refers to written content that is
designed to motivate, uplift, or inspire the reader. This type of content often includes positive
messages, stories of personal growth or achievement, and encouraging words meant to inspire
the reader to take action, overcome challenges, or pursue their goals. Inspiration copy is
commonly used in self-help literature, motivational speeches, personal development articles,
and content designed to boost morale and motivation.

PAY ATTENTION WHILE WRITING BODY COPY

Try to keep the sentences in present tense
Use simple and familiar words.
Keep the sentences small, and do not lose the link between the sentences.
Use singular noun.
Use active verbs
Convey message as if it is new information to grab attention
Avoid using clichés and superlative words

LAYOUT AND DESIGN

Layout and design in advertising are pivotal for conveying messages effectively. Through visual
hierarchy,typography, colors, and imagery, a well-designed layout guides viewers seamlessly.
Clear alignment, consistent branding, and compelling CTAs create an engaging experience.
Mobile-friendliness and simplicity cater to diverse audiences. Testing different layouts allows for
optimization. Overall, a thoughtful design enhances the impact of advertising, capturing
attention and driving desired actions.
TYPES OF LAYOUTS
The several different forms of layout each serve a particular purpose and may not all be used
for any one advertisement. They are as follows:
Thumbnail Sketches:
They are miniature sketches that are used by the art directors to convey the basic layout style
and treatment without spelling out small details.
Rough Layout:
Rough layouts or visuals, are prepared for almost all advertisements. They are the same size as
the finished advertisements except for outdoor posters.
Finished Layouts:
The next stage is the preparation of the finished layout, which is worked more carefully than
the rough layout. They suggest in considerable detail the style of the illustration and headlines
and therefore serve as a guide to artist and typographer.
4. Comprehensive Layouts:
A comprehensive layout is prepared for a client when they are unable to judge the effect of the
finished advertisements by looking at the finished layout. These layouts come very close to
resembling the finished advertisements.
5. Working Layouts:
Working layouts are not really layouts, but rather a sort of “blueprint” for production ,indicating
the exact position of the various elements and appropriate instructions for the typographer and
engraver. They are also known as “mechanicals”.
A layout is the play in placement of given text and suitable images on a given surface area.
Layouts can be classified in three categories:
1) Text Dominant
2) Image Dominant
3) Image and Text
Text Dominant: If there is too much or large text then it will have to be text dominated. But from
the layout point of view the headline could be used in large display fonts occupying more area if
that creates the desired effect.
Image Dominant: These layouts are seen regularly in our newspapers and magazines, where a
picture of a celebrity takes centre stage or the product is shown in all its glory like in most
automobile advertisements.
Image and Text: In these types of layouts, image and text are used in equal measure, and given
a balanced exposure.

PRINCIPLES OF DESIGN
Unity: Unity is considered as the most important design principle. All creative advertising has a
unified design. The complete layout (copy, visual, headline, logo etc.) should appear as a single
unified composition. If the ad does not have unity, it falls apart and becomes a visual confusion.
Unity contributes orderliness to elements.
Balance: Balance, a key principle of design, involves the harmonious distribution of visual
elements within a composition to create a sense of equilibrium. There are three main types of
balance: symmetrical balance, achieved by mirroring elements on either side of a central axis;
asymmetrical balance, which distributes visual weight unevenly while maintaining equilibrium
through careful consideration of various design elements; and radial balance, where elements
radiate outward from a central point. Balance enhances visual harmony, promotes organization,
and makes designs aesthetically pleasing and comprehensible. It plays a vital role in guiding the
viewer's attention, emphasizing key elements, and achieving the desired impact in various
artistic and design contexts.
Contrast: Contrast is a design principle that involves emphasizing differences between visual
elements, such as colour, shape, size, or texture, to create visual interest, highlight important
elements, and make a composition more engaging and dynamic.
Sequence or eye movement: Sequence or eye movement is a principle of design that guides
the viewer's visual journey through a composition. It involves arranging elements and visual
cues in a way that directs the viewer's gaze in a deliberate and structured manner, encouraging
them to follow a specific path and absorb information in a logical order. Effective eye movement
ensures that the viewer comprehends the content as intended, leading to a more engaging and
coherent visual experience, particularly crucial in storytelling, user interfaces, and informational
graphics.
Emphasis or proportion: Emphasis refers to division of space among layout elements. That is,
accentuating or focusing on an element or group of elements so that they stand out among
element of layout for pleasing optical effect. The designer decides whether to put more stress on
illustration, headline, the logo or the copy. If all the elements get equal emphasis, the ad ends
up with no emphasis at all.

COLOUR PSYCOLOGY IN ADVERTISING

Colour is another element of layout and can be used with impact only if its dimensions are
understood. Basic principles of lay out design are the same for both colour and black-and-white.
The decision to use colour, and how much of it, can influence the development of copy and art
and the production of finished print advertisement.
Red : Red is often associated with excitement, passion, urgency, and energy. It can stimulate
appetite and create a sense of urgency, making it common in food and clearance sale
advertising.
Orange: Orange combines the energy of red with the warmth of yellow. It's associated with
enthusiasm, creativity, and friendliness. It can be used to draw attention and convey a
welcoming atmosphere.
Yellow: Yellow is linked to optimism, happiness, and warmth. It grabs attention and is commonly
used to convey a sense of cheerfulness and positivity.
Green: Green symbolizes nature, growth, and tranquillity. It's often used in ads related to health,
environmental products, and relaxation.
Blue: Blue is associated with trust, reliability, and calmness. It's commonly used by businesses
to convey professionalism and reliability
Pink: Pink is often linked to femininity, romance, and sweetness. It's used in advertising to target
audiences looking for these qualities, such as beauty or fashion products.
Black: Black is associated with sophistication, luxury, and elegance. It's used to create a sense
of exclusivity and premium quality.
Brown: Brown represents stability, earthiness, and reliability. It's often used in advertising for
products related to nature, authenticity, or durability.
White: White symbolizes purity, cleanliness, and simplicity. It's used to create a minimalist,
clean, and modern look in advertising.
Purple: Purple is often associated with creativity, luxury, and spirituality. It's used in advertising
to convey a sense of imagination and luxury.

Colour psychology in advertising is a powerful tool for marketers. Understanding the

psychological associations that colors evoke in consumers allows advertisers to convey specific
emotions, messages, and brand identities. By strategically choosing colors in their campaigns,
advertisers can capture attention, influence perceptions, and ultimately drive consumer
behaviour. However, cultural and individual differences also play a role in colour interpretation,
so a thoughtful and context-aware approach is essential to ensure the desired impact on diverse
audiences.
3.4 Broadcast Advertising: Message characteristics of Radio and Television.
BROADCASTING ADVERTISEMENT
What is broadcast advertising?
Broadcast advertising is radio, television, and Internet advertising. The commercials aired on
radio and televisions are an essential part of broadcast advertising.
The broadcast media like radio and television reaches a wider audience as opposed to the print
media. The radio and television commercials fall under the category of mass marketing as the
national as well as global audience can be reached through it.

Role
The role of broadcast advertising is to persuade consumers about the benefits of the product. It
is considered as a very effective medium of advertising. The cost of advertising on this channel
depends on the time of the commercial and the specific time at which it is aired. For example,
the cost of an ad in the premium slot will be greater than in any other slot.

Three heads of broadcasting ads

*Note~ Here we are going to cover only Radio and Television advertising.

RADIO
Promotion through radio has been a viable advertising option for over 80 years. Radio
advertising is mostly local to the broadcast range of a radio station, however, at least three
options exist that offer national and potentially international coverage. First, in many countries
there are radio networks that use many geographically distinct stations to broadcast
simultaneously. In the United States such networks as Disney (children’s programming) and
ESPN (sports programming) broadcast nationally either through a group of company-owned
stations or through a syndication arrangement (i.e., business agreement) with partner stations.
Second, within the last few years the emergence of radio programming delivered via satellite
has become an option for national advertising. Finally, the potential for national and international
advertising may become more attractive as radio stations allow their signals to be broadcast
over the Internet.
Advantage

RADIO REACHES A HUGE AUDIENCE

The latest 2019 survey results show the number of people listening to radio is continuing to
increase. In Australia, over 10 million people listen to a commercial radio station for at least one
hour every week of the year.
RADIO IS TARGETED
Radio allows messages to be tailored and localised to each audience. Advertisers can target
their message to specific demographics and communities, geographic areas, and around events
and genres in a market. Each radio station is operated with specific market segments in mind,
so after a careful selection process, your product or service will be advertised to your exact
target market.
RADIO CUTS THROUGH
Radio is the medium that people spend the most time with throughout the day, providing ample
opportunity for a message to reach its audience. People carry out a wide range of activities
while simultaneously listening to the radio. And media surveys always show that radio listeners
are far less likely to "tune out" when ads come on the radio, compared to television
RADIO IS THE ANYWHERE, ANYTIME MEDIUM
Given the radio’s portability, advertisers have the opportunity to reach people on the go, giving
them an edge over competitors. The accessibility of radio enables listening to occur in places
that other media may have difficulty reaching
RADIO OFFERS PROMOTIONAL OPPORTUNITIES
A "live broadcast" at your location, sampling your product on air, running a competition.
Promotions like this can be hard to do with social media, print, or television, but radio can offer
this sort of target customer involvement at an affordable price. And if it's done well, it can really
personalize your product or service to your target customer.

RADIO IS INFLUENTIAL
Radio is the medium to build top-of-mind awareness - for example, careful time placement of
ads can have a real impact on your call to action. In addition, a "live read" that offers a personal
endorsement by a radio personality will add credibility to your product or service. Studies show
that radio content influences people because they feel they are hearing it from a "friend" and
referrals are always the best type of sales opportunity.
RADIO REACHES YOUR TARGET CUSTOMERS WITH FREQUENCY
Advertising works by repetition. Your target customer may well need to hear your commercial
three or four times before they respond to your call to action. To reach this level of frequency,
radio advertising is usually more cost-effective than other media. People choose to listen to the
radio - they want to listen and be engaged and they listen on average to almost 15 hours of
commercial radio each week.
RADIO IS FLEXIBLE AND IMMEDIATE
Radio commercials can be created quickly without the production and delays of other media.
Copy can be produced and revised at short notice. A radio advertising campaign can be up and
running within a week.

Disadvantage

DISTRACTED LISTENERS
Most individuals are not just listening to the radio. They might be driving or preparing a meal at
the same time. So you may be reaching your target market, but they may be tuning out your
message.
REQUIRES REPETITION
Listeners need to hear a message multiple times for it to be retained. That means that you may
need to run your message over a longer period or more frequently in order to see results.
AUDIO FORMAT ONLY
Radio presents the disadvantage of limiting advertisers to audio-only advertising. For some
products advertising without visual support is not effective.
Examples of radio advertisements
Airtel's brand tune Composed by AR Rahman. This Jingle still lives in our mind rent free even
today.

TELEVISION ADVERTISEMENT

Television advertising offers the benefit of reaching large numbers in a single exposure. Yet
because it is a mass medium capable of being seen by nearly anyone, television lacks the
ability to deliver an advertisement to highly targeted customers compared to other media
outlets.
Television networks are attempting to improve their targeting efforts. In particular, networks
operating in the pay-to-access arena, such as those with channels on cable and satellite
television, are introducing more narrowly themed programming (i.e., TV shows geared to
specific interest groups) designed to appeal to selective audiences. However, television remains
an option that is best for products that targeted to a broad market.
The geographic scope of television advertising ranges from advertising within a localized
geographic area using fee-based services, such as cable and fiber optic services, to national
coverage using broadcast programming.
Television advertising, once viewed as the pillar of advertising media outlets, is facing numerous
challenges from alternative media (e.g., Internet) and the invasion of technology devices, such
as digital video recorders, that have empowered customers to be more selective on the
advertisements they view. Additionally, television lacks effective response tracking which has led
many marketers to investigate other media that offer stronger tracking options.
Advantage

TV REACHES LARGE AUDIENCES

You can’t beat TV’s reach. TV is often the first medium we think of for reaching large amounts
of people in a short amount of time. While Teens spend, on average, seven and a half hours a
week with TV, the traditional TV audience composition tends to be be older than on other media.
It’s a great way to reach Gen Xers and Boomers with disposable income.

TV ATTRACTS LOYAL VIEWERS

Popular serial television shows still attract a loyal, attentive audience and news, in particular,
continues to see growing audiences. While news viewership has dropped since its peak in
2Q’20, the amount of time spent watching news is still strong. An IAB study found that 84% of
consumers feel advertising within the news increases or maintains brand trust. The pandemic,
social unrest and election coverage especially drove younger and diverse audience to TV news
local news sources.

TV AND ONLINE WORK TOGETHER

Television is vital for online businesses. A brand’s presence on TV can lend credibility. It
exposes that brand to a much larger audience initially than online advertising. TV advertising
drives all other forms of promotion.
Viewers may be using multiple devices while they watch TV but they are far from being
disengaged with the content.Social media networks allow viewers a shared experience with
friends simultaneously.

BIG OPPORTUNITY FOR SMALLER-SIZED BRANDS

TV advertising is a big opportunity for small brands because it allows them to reach a wide
audience with a single ad.

Disadvantages

EXPENSIVE
TV advertising can be expensive, especially during prime time slots or popular events. This can
make it difficult for small businesses with limited budgets to compete with larger brands.

MONITORING RESULTS
B2B advertising aims to develop leads, increase website traffic, or encourage consumers to take
action, but traditional TV doesn't offer a direct way for businesses to measure and track these
responses accurately.

SKIPPING ADS
TV viewers are usually channel surfing during commercial breaks, switching to other channels,
or engaging in other activities. This behavior can cause advertisements to reduce their
effectiveness.

CONTENT-BASED AD BUYING
Content-centric advertising revolves around trying to display advertisements based on the
content that is being displayed on a television.
For example, a content-centric advertising approach might involve ad placements for fitness
equipment on a sports program dedicated to 20 to 55-year-old males.

MAINTAINING ENGAGEMENT
In an increasingly digital world, viewers have more options for consuming media, and people
are no longer solely reliant on traditional TV for entertainment.
Instead, leveraging data for audience targeting reaches the exact audience at the ideal time and
on the right device.

Examples
Fevicol as a brand we know has never ceased to amuse us with their witty ads there are a few
of such ads.

UNIT-5:-

1.What is effective Effective advertising ?

Effective Advertising reaches potential customers and informs them of your products or
services.
Ideally, advertising should capture the prospective customer’s attention and entice them to use
your product.

2.How to measure advertising effectiveness?

a. Set a Specific Goal :

Setting a clear goal for your advertising campaign is key to measuring its success. For example,
setting a goal of increasing your Instagram followers by 20% is much easier to quantify than just
increasing your number of social media followers.

b. Analyze Site Traffic:

A successful advertising campaign will usually increase site traffic. Consumers typically
research companies when they’re interested in doing business with them, and that research
often starts with exploring the company website.

Compare site traffic before and after your advertising campaign to determine if more people are
visiting your site. You can use different analytic tools to get daily, weekly and monthly reports on
site traffic.

c. Review Lead Quality:

Lead quality refers to how likely leads are to turn into customers. The higher the lead quality, the
greater your chance of gaining a new customer. You can determine the quality of a lead in a few
ways:

Assess the types of pages they visit: For example, how many product pages they view as
opposed to blog posts.
How much time they spend on each page: Are they spending seconds or minutes looking at
your website?
How did they find the page: Did they come across your page on social media or via a search
engine?
When you focus on lead quality, you can increase your chances of converting a lead into a sale.

d. Analyze Key Metrics Before and After:

It’s essential to have context to determine the effectiveness of your advertising campaigns.
That’s why you must analyze how you were doing before the campaign started to understand
your post-campaign performance. When you have clear pre-campaign metrics to use as a
benchmark, you can determine what worked in your campaign and what didn’t.

e. Survey Testing:
Gathering survey data provides crucial insights into advertising campaign effectiveness. When
you survey your audience about your advertising campaign, you can ask precise questions that
help you:

Identify how many people saw your ad.

Find out what viewers thought of the ad.
Determine whether these potential leads remember your brand.

3.Key Ingredients to Effective Advertising

i.Focus On Attractive Designs :

Getting viewers’ attention is your number-one goal with advertising. If you don’t get their
attention, your ad can’t accomplish what it’s supposed to. Your ad space is limited, so you
should keep your ad simple. Cluttered ads tend to get overlooked because people can’t tell what
message the ad is conveying right away.

An ad that simply has your company logo on it will be more effective than one with three images
and two paragraphs of text. You should only use photos when appropriate, usually to convey
what you’re selling, especially if a particular product is unique. When you do use images, be
sure to use a high-resolution image, so your ad doesn’t turn out blurry or pixelated.

ii. Convey a Clear Message:

Clear and convincing copy is just as important as the design of your ad. Viewers should be able
to tell at first glance what your ad is about. Use catchy words that provide a value proposition.
The value proposition showcases the service or product your brand provides. It also calls
attention to itself with attractive products, special offers, and prices. Here are a few examples:
High quality
50% off
Limited time offer
Made in the USA
Free sample
The value proposition should take up the most space in your ad and be the first thing that your
viewers’ eyes are attracted to. Make sure you also maintain hierarchy within your ad. Your
value proposition should be prominent, followed by your call to action, then your logo.

iii. Include a Call to Action:

CTA stands for call to action, and it’s the part of a webpage, advertisement, or piece of content
that tells your audience what you want them to do next. Source: Hubspot
A simple “Click Here” could do the trick, but you can also experiment with other phrases, such
as, “Learn More,” “Buy Now,” or “Get Your Free Sample.”

A CTA should be a standout focal point of the ad, prompting viewers to click on it. To make your
ad even more enticing, one trick you can try is instilling a sense of urgency. For example,
phrases like, “For a limited time,” “While supplies last,” and “Ends Tuesday,” could all make a
viewer take action, rather than seeing your ad and thinking they’ll check it out later.

iv. Keep It On Brand:

From your logo to the color palette and font choice, your ad should reflect your brand. Your
company logo must be included to build brand awareness. Make sure that your ad is visually
dominant without stealing the spotlight from the value proposition and the call to action.

In the easiest terms, your clients or prospects should be able to see your advertisement and,
based off the colors, typeface, logo, and CTA, know it is your company. Keeping your
advertisement on brand is important when introducing multiple ads on different platforms.

Need of Advertising effectiveness

1.Increasing Sales as an Objective

The next objective is to increase sales. As a bottom line, marketing campaigns are meant to
increase sales to increase the company's profits. Any advertisement made needs to keep this in
mind. Its effectiveness should be measured by the profits it brings in.That said, it can be hard to
explicitly measure what portion of sales is due to a specific market campaign rather than to an
offer currently on the table, a change a competitor made, or changes in the market environment.
Sometimes this can be estimated using customer information, customer service calls or
warranty cards; however, the information isn't always directly applicable to the effectiveness of
the advertising.

2.Increasing Brand Awareness

Like reach, increasing brand awareness has to do with the number of people who are aware of
the company and the company's brand. A brand embodies a set of values and expertise that the
company sets forward as its own, along with its complete portfolio of products. Where reach
looks at the number of people who see an advertisement, brand awareness looks at the number
of people who know of the business itself.
Advertising to increase brand awareness typically focuses on the company's objectives and
goals and on boosting sales. Most measures of brand awareness come from customer surveys
or market surveys done by external companies.

3.Customer Retention as a Goal

It's important for a business to bring in new customers, but it's nearly as important for them to
hang on to customers they already have. Marketing can be keyed to retention, focusing on
benefits the company continues to give over time or emphasizing new sales or pricing that an
existing customer might find advantageous.
Customer retention is another metric that can be difficult to directly correlate with a marketing
budget because customer retention is due to a number of things, not just the advertisements a
customer sees.

Importance of Advertising effectiveness

1.Provides feedback for remedial measures: Measuring advertising effectiveness provides

useful information to the advertisers to take remedial steps advertisements. against ineffective

2.It acts as a Safety measure: Measuring advertising effectiveness helps in finding out
ineffective advertisement and advertising campaigns. It facilitates timely adjustments in
advertising to make advertising consumer oriented and result oriented. Thus waste of money in
faulty advertising can be avoided.

3.Avoids possible failure: Advertisers are not sure of results of advertising from a particular
advertising campaign. Evaluating advertising effectiveness helps in estimating the results in
order to avoid complete loss.

4.To justify the Investment in Advertising: The expenditure on advertisement is considered to be

an investment. The investment in advertising is a marketing investment and its objectives
should be spelt out clearly indicating the results expected from the campaign. The rate and size
of return should be determined in advance. If the expected rate of return is achieved in terms of
additional profits, the advertisement can be considered as effective one.

An advertisement can be tested at two stages namely: (a) prior

to the commencement, and (b) after the commencement of the
advertising campaign. The former stage is called „pre-testing‟ and
the latter „post-testing‟.

What is pre-testing method?

Advertising Pre-testing or Ad Pre-testing is a market research method that allows brands to get
consumer feedback and test advertisements before launching a new campaign to ensure its
effectiveness.

Benefits of Pre-Testing :
(i) To check clerical, grammatical, printing or technical errors.
(ii) To make communication more effective from readers points of view.
(iii) Minimise waste in advertising.
(iv) To make it more meaningful and effective.
(v) It is simple, less time consuming, and less costly.
The pre-testing methods of checking advertising effectiveness are as follows :

1. Check List Method :

It is the simplest method of testing. In this method a questionnaire is prepared by the researcher
containing items that are commonly found in all types of ads. Then he has to put a tick mark
against the item appearing in the ad.
This method can be used to find out attention value, interest value, understanding and
education value etc. It is easy to conduct, less time and money is consumed. But it is difficult to
judge consumer reactions by a mere check list.
The jury members of consumers are asked certain question like :
(i) Which of these ads would you notice first?
(ii) Which of these ads would you like most?
(iii) Which of these ads would make you to buy the brand?
(iv) Which of these ads can be easily read and understood?
(v) Which of these ads are more believable?

2. Consumer Jury Method :

A consumer jury is a small group of people who may be considered typical buyers of the product
or service advertised. The
advertiser enquires with them and their opinions on an advertisement are sought. On the basis
of their opinions, he may
accept or reject the advertisement campaign.
(a) Order of Merit Rating : In this case various ads are shown to the jury of consumers at a time
and asked to place them in rank order. Each rank can be assigned certain points, then chart will
be
prepared and maximum points to be assigned by all members will
be selected.
(b) Paired Comparison : In this type, a member of jury is shown two ads at a time and is asked
to select the better one. This
procedure will continue until each ad from the lot is paired with every other ad. The final
conclusion may be drawn.

Merits of Consumer Jury Test :

(i) It can be conducted within a short period of time.
(ii) Less costly.
(iii) It does not require actual running of ads.
(iv) Size of jury members need not be large i.e. 10 to 50 members.
(v) Members can be motivated to give unbiased replies.
Demerits of the Consumer Jury Test :
(i) It is unrealistic as the ads are not seen in real life condition.
(ii) There may be biased opinion.
(iii) Selection of jury members is a real problem.
(iv) Test based on opinion rather than study.
(v) There may be inconsistency in ranking by different members.

3. Sales Area Test :

In this method a campaign, is run with different appeals in separate comparable markets
(usually cities) for a particular period of time, the effectiveness of the ad campaign is evaluated
by comparing actual sales made to consumers in different markets.
That sales are which is giving highest sales is considered as more effective and accordingly ad
copy is selected.

4. Inquiry Coupon Response :

Under this, the advertiser sends an inquiry coupon through newspapers or magazines which will
have to be sent back to the
advertiser duly filled in by the respondent. The number of inquiries or coupons sent back will
ascertain the effectiveness of the advertisement.The enquiry test can also be conducted by
direct mail. One of the types of this test is called as split run test. In this case two Ads are
selected for the test. First ad is published in first half of the
number of copies and second Ad is given remaining half of the number of copies. The ad
showing maximum response is selected.
Merits :
1. It can be used to check the relative effectiveness of several ads by remaining them on a
limited basis.
2. It is easily implemented and comparable.
Demerits
1. It is time consuming. 2. It is expensive.

Other Methods :
There are several other pre-testing methods :
(a) Projective Technique : The purpose of this test is to avoid the drawback of direct questioning
and allow the respondent to reveal his feelings about an advertising situation various types of
projective techniques are :
(i) Depth Interview : The respondent is given the advertising material and is asked to express
his opinion freely. The interviewer studies the respondent about his feelings and motivation.
(ii) Word Association : The researcher presents a word and the respondent is asked to reply
with first word or throught that comes to his mind. For example:- What is the first things you
think I say toothpaste? Or automobile?
(iii) Sentence Completion : The researcher shows an incomplete picture or puts an incomplete
sentence and the respondent is
asked to complete the picture or sentence.

POST TESTING IN ADVERTISEMENT

1. What is a post testing method in advertising?

Ans.
 The advertising post-test is an advertising test that allows you to measure the
effectiveness of an advertising campaign either during or after the campaign’s run to ensure that
all its elements, as well as the advertising investment made, have met the desired objectives.
Post testing calculates how advertising is to be performed.
Post testing method is also called the post-mortem of an advertisement.

2. What is the purpose of post testing?

Ans.
i. To find out the extent to which the ad has been noticed, seen or read.
ii. To find the extent to which the message is understood by the readers.
iii. To measure the memory value of advertising.
iv. To see whether the ad is accomplishing its objectives.
v. To find the impact of advertising on consumer buying behaviour.
vi. To evaluate the comparative effectiveness of different ads in terms of appeals, layout
illustration etc.
vii. To improve future advertising efforts.

3. What are the methods of post testing?

Ans.

i. Recognition Tests:
● Under this method the respondents are asked to point out the contents of those
advertisements which they might have seen.
● The objective of this test is to know the degree of effective impact of advertisement.
● In recognition the respondents are asked to pick an item that he/she has previously been
seeing from a number of other items that have not been previously seen.
● And if the respondent is able to connect the product with the company then it passes the
recognition test.

ii. Recall Tests:

● Recall tests are applied to measure the attention, interest and memory value of
advertisements after they have been launched.
● This test is made to measure the memory value of the reader (respondent).
● The procedure is to select a group of respondents and it is confirmed that they have read the
particular issue of the magazine.
● The respondents are given cards on which the names of all products advertised in the issue
are shown. The respondents are asked to list each ad they think they have seen and tell what it
looks like.
● Questions can be asked on the message, color, headline, etc. to find out the impact value.
The merit of the test is to measure the depth of impression which an ad leaves on the
respondent’s mind.
● This test can also be conducted with some aid and is called an “aided recall test”.

iii. Inquiry and Coupon Responses:

 Under inquiry testing, the advertiser sends a free sample to the reader, on request. The
reader is expected to mail the coupon to take advantage of the offer.
It is quite likely that such advertisements are given simultaneously in different
publications of the newspaper or magazine.
The advertisements are keyed in order to know which of the several advertisements
resulted in more response.
It is assumed that the advertisement which brings the largest number of inquiries is
superior to others.

iv.Split-Run Tests:
It is a modification of the inquiry test.
● Two different versions of the same advertisement are printed in the same press run of an
issue of a particular publication, so that some of the copies contain one version of the ad and
the others contain the other version.
● The publication is distributed normally, but the distribution of the advertisements is split
according to the request of the advertiser. Some advertisers split their run in alternate bundles;
others prefer to split by geographic location or by subscription versus newsstand sales.
● The purpose of the split run is to compare the effectiveness of the two alternate ad copies.
Advertisers will take advantage of this option when they desire to learn which of two elements
used in the advertising will achieve the desired objectives.
● Elements that are often tested are prices, copy appeal, layout, type of illustration, coupon
offered or no coupon offered, or premium or rebate offered or not. The results of split-run testing
are revealed by the number of responses to each advertisement. The split-run option is offered
as a convenience to advertisers.
● E.g.,One advertisement presents the cold drink in a transparent bottle and the other
advertisement presents the cold drink in a non-transparent bottle. The advertisement is keyed.
Now, in two different markets i.e., cold drinks marketed in transparent bottles are more, it is
taken for granted that this advertisement has been more successful compared to the second
one.
v. Psychological Tests:
These tests can be conducted only by trained interviewers.
● A variety of psychological tests are used which include storytelling, word association,
sentence completion, depth interviewing etc.
● This test attempts to find out what the respondent has been in different advertisements and
what they mean to him.
● They are asked to express their emotion with respect to the product whether it has a negative
approach or positive.
vi. Focus Interviews: In this method some selected consumers are called and are asked to
deliberate discussion on the advertisements presented to them.
The attention of the members of the panel is focused on certain aspects of the
advertisement.
The opinion expressed by the participants becomes the basis to study the effectiveness
of advertising.
Vii. Readership Tests:
This method attempts to study the impact of advertising in increasing the product awareness by
the consumers.
Readership test facilitates the relative importance and effectiveness of advertisements
published in national press. The readers are asked to tell where they have read the
advertisement and how it has increased their awareness about the product.
The various methods used to study the effectiveness of an advertisement provide information
about the impact of an advertisement on the product awareness and bringing about a change in
the attitude of the consumers.

QUALITATIVE RESEARCH METHODS

There are several different qualitative research methods. Which one of these is to be used
solely depends upon what the researcher is trying to achieve and the resources in hand.
However, the most commonly used methods are the ones that will follow.
1. Focus Groups:
Starting with the first one, Focus Groups. First, we'll need to understand what exactly these
groups are.
These are group discussions, where an interviewer talks to a group of people about their
perceptions, opinions, beliefs and attitude towards an idea, concept, product or service.
The participants are usually a group of people who are similar in some way, such as income,
education or occupation. This helps the participants of the focus group discussion to feel further
comfortable and resonate with one another.
Focus groups have anywhere between 6 to 12 participants and it is generally best to carry out at
least 3 FGDS. Interacting with multiple groups leads to more in-depth and diverse information.

When are FGDS useful?

1) Identifying or defining problems.
2) Pre-testing ideas to sharpen the research questions.
3) Identifying program strengths, weaknesses and recommendations.
4) Interpreting quantitative findings.
5) Generating new ideas.
6) Learning people's thoughts on project outcomes.
Advantages :-
Focus groups can often get at perceptions, opinions & attitudes and experiences better than
quantitative surveys.
.They allow in-depth conversation about the topic.
Unlike traditional surveys, FGDS give researchers the opportunity to clarify or explain the
question or topic for better responses.
Limitations:-
Since the FGD data is qualitative, it cannot be generalized to the population.
Moderators must ensure they don't show any bias. This will veer the trajectory of the
conversation.

2. In-depth Interviews:
In-depth interviews are the most commonly used qualitative research method. These are semi -
structured one to one interviews, which means the questions to be asked and issues to be
addressed are fluid and take shape as the interview unfolds.
These interviews last 60-90 minutes and are physically conducted.

In-depth interviews are useful when-

1) Research topic is complex.
2) The research topic is sensitive.
3) The study requires detailed information.

Advantages:-
1) Yields rich data and new insights.
2) Allows-to-face interaction.
3) Can capture both affective and cognitive aspects.
Disadvantages:-
1) Costly and time consuming.
2) Requires highly trained interviewers.
3) These findings too cannot be generalized for the entire population.

3. Observation:
Observation is a research method where researchers gather data by observing people's
behaviour or events in their natural setting.
There are two main types of observation:-
i) Covert → Here, no one knows that they are being observed and the observer is concealed.
ii) Overt → Here, everyone knows they are being observed.

When is it useful?
1) when trying to understand an ongoing process or situation.
2) when gathering data on individual behaviours or interactions between people.

Advantages:-
1) Allows researchers to collect first hand data from where the activity is happening.
2) Researchers can get answers from groups unwilling to answer questions.
Limitations:-
1) Insights are susceptible to researcher’s bias.
2) Observation can be expensive and time-consuming.

QUANTITATIVE METHODS
1. Customer Survey
A market research survey is a cost effective way to collect quantitative data. Information can be
obtained from large groups of people quickly and the survey itself is easy to set up.
When creating a market research survey, questions should be close ended, giving participants a
yes / no or one that requires a numerical reset. The survey questions must be carefully
considered for the results to provide meaningful data. Traditional surveys were conducted on
paper. In recent times, these have evolved to telephone surveys, mail surveys and personal
interviews.
Advantages:-
1. Inexpensive way to gather customer feedback.
2. Reduced cost and time constraints.
3. Easy to track changes in consumer sentiments over time.
Disadvantages:-
1. Sampling errors can lead to excluison of variable inputs
2. Repeated surveying can become tiresome for the customers and result in increased
probability of survey fatigue.

2. Polls
While similar, polls are a shorter survey version. It is often used to give researchers a
point-in-time perspective of a large group of people. Data can be collected in person, over the
phone, or online.
One the whole,quantitative methods and experiments are conducted by researchers to measure
the actual cause and effect relationships primarily for new product introductions.
For example, to test the effectiveness of an ad campaign, the advertisers may run it in one
geographical area but not in another & may compare the sales results in these 2 regions.

UNIT-6:- Sales promotion and Public relation :-

Definition :
A sales promotion is a marketing strategy in which a business uses a temporary campaign or
offer to increase interest or demand in its product or service. Primarily, sales promotions are
used to motivate buying behaviour or trigger an uptick in purchases in the short term, in order to
reach a benchmark or goal. Although the immediate purpose of a sales promotion is an uptick in
sales, there are plenty of other benefits to building out a strategic sales promotion technique
with your marketing team. For example, some companies run their Black Friday sales within a
strict 24 hours’ time frame, while some spread it over an entire week. Some have in-person
offers, or online offers, or are exclusive to one type of purchase.
# Importance of sales promotion –
Seller point of view –
Boosting Sales Volume: Sales promotions can lead to a substantial increase in sales volume.
For instance, if discount of 20% or more can lead to a 50% increase in sales compared to
non-promotional periods. Imagine a smartphone retailer offering a limited-time "Back to School"
discount on the latest models – this can significantly drive-up sales during the promotion period.
Clearing Inventory: Businesses often face the challenge of excess inventory, which can tie up
resources and impact profitability. Promotions like "End-of-Season Clearance: Up to 70% Off"
can help address this issue effectively. Well-designed clearance sales can not only clear out old
stock but also create a sense of urgency among customers, leading to quicker purchases.
Attracting New Customers: Acquiring new customers is vital for business growth. Promotional
pricing is a significant driver for new customer acquisition, with 27% of consumers stating that
discounts and promotions influence their decision to try new products or services. For instance,
a "First-Time Shopper Special: 15% Off" can entice new customers to give your online beauty
store a try.
Creating Urgency: Time-limited promotions create a sense of urgency that compels consumers
to act quickly. Research by FOMO (Fear of Missing Out) found that 60% of millennials make
reactive purchases due to FOMO. An example could be an online bookstore offering a "24-Hour
Flash Sale: 30% Off Bestsellers" – this limited-time offer triggers the fear of missing out and
encourages immediate purchases.
Testing New Products: Introducing new products can be risky, but promotions can mitigate that
risk. Promotions on new products can increase sales by 27% compared to non-promotional
periods. For instance, a restaurant launching a new dessert could offer a "Try Our New Delight:
20% Off This Week Only" to entice customers to explore the offering.
Enhancing Brand Awareness: Creative promotions can significantly boost brand visibility.
According to a study, promotions that include social sharing options can amplify their reach. For
example, a clothing brand hosting a "Fashion Forward Friday" contest, where customers can
share their outfit photos with a specific hashtag for a chance to win a shopping spree.
Buyer point of view –
Cost Savings: Consumers consider price the most important factor when making purchasing
decisions. Sales promotions offer buyers a chance to save money, influencing their choice of
products and brands. For instance, an electronics retailer offering a "Summer Tech Sale: 20%
Off Laptops" attracts buyers seeking a good deal on a laptop upgrade.
Increased Purchasing Power: Psychological strategies says that leverage promotions to
increase buyers' perceived purchasing power. A grocery store offering a "Buy 2, Get 1 Free"
deal on breakfast cereals may lead buyers to purchase more than initially intended, as they
perceive getting extra value for their money.
Rewards for Loyalty: A study found that 77% of buyers participate in loyalty programs.
Promotions tailored for loyal customers reinforce their commitment. An example is a coffee shop
offering a "Loyalty Anniversary Special: Buy 1 Coffee, Get 1 Free" as a thank-you to long-time
patrons

Feeling Special: Exclusive promotions create a sense of privilege; buyers feel special when they
receive personalized offers. An online fashion retailer sending a "VIP Access: 20% Off Your
Wishlist Items" to select customers nurtures a sense of exclusivity and appreciation.
Timing Influence: A study shows that urgency is a key driver of buying behaviour. Limited-time
promotions exploit this psychological trigger. For example, a fashion retailer launching a
"24-Hour Flash Sale: 40% Off Summer Collection" encourages buyers to act swiftly to secure
discounted summer outfits before the promotion ends.
Seasonal Excitement: Promotions tied to holidays or seasons create a sense of anticipation,
align with buyer expectations. A clothing store's "Summer Wardrobe Refresh: Up to 40% Off
Swimwear and Sandals" captures the spirit of the season and engages buyers.
sales promotions are a powerful tool that holds immense significance for both sellers and
buyers. For sellers, promotions drive sales, enhance brand visibility, and cultivate customer
loyalty. Buyers benefit from cost savings, value perception, and the thrill of finding deals.
Promotions also simplify decision-making, create urgency, and build a sense of connection.

Evaluation: -

Company: Starbucks

Background: Starbucks is a well-known global coffeehouse chain that specializes in serving

high-quality coffee and a variety of beverages and snacks. While Starbucks has always had a
strong brand presence, it faced challenges in maintaining consistent growth and customer
engagement in certain markets. To address this, Starbucks employed a comprehensive sales
promotion strategy to boost sales and customer loyalty.

Before Sales Promotion: Before implementing the sales promotion strategy, Starbucks
experienced periods of stagnation in some regions. While the brand was recognized for its
premium coffee offerings, competition from local cafes and other chains led to decreased foot
traffic in certain locations. Standard marketing efforts like advertising and word-of-mouth were
not enough to sustain growth.

Sales Promotion Strategy: Starbucks utilized a range of sales promotion tools and techniques to
revitalize its growth and engage customers more effectively.
1. Happy Hour Promotions: Starbucks introduced Happy Hour promotions during specific time
frames, typically in the afternoon. During these hours, customers received a significant discount
on selected beverages, encouraging them to visit Starbucks during slower periods.
2. Loyalty Program - Starbucks Rewards: Starbucks revamped its loyalty program, Starbucks
Rewards, allowing customers to earn stars for every purchase. Accumulated stars could be
redeemed for free drinks, food items, and other perks, incentivizing repeat visits and larger
orders.
3. Limited-Time Seasonal Drinks: Starbucks introduced seasonal drinks during holidays or
special occasions, often with unique flavours and designs. These limited-time offerings created
a sense of urgency and excitement among customers, driving them to visit Starbucks to try the
new beverages.
4. Gift Card Promotions: Starbucks launched promotions where customers received bonus gift
card value when they loaded a certain amount onto their Starbucks gift cards. This not only
encouraged gift card purchases but also brought customers back for multiple visits to use their
loaded cards.
5. Buy One Get One (BOGO) Offers: Starbucks occasionally ran BOGO promotions, where
customers who purchased a specific drink received a second one for free. This strategy
promoted sharing and attracted pairs of customers to visit together.
6. Mobile App Exclusive Offers: Starbucks leveraged its mobile app to offer exclusive discounts
and rewards to app users. This encouraged customers to download the app, thereby increasing
engagement and providing a convenient way to access promotions.
7. Free Wi-Fi and In-Store Comfort: Starbucks promoted its stores as comfortable workspaces
with free Wi-Fi, encouraging customers to spend more time in the cafes. This extended stay
often led to additional purchases, benefiting the company's bottom line.

After Sales Promotion: Starbucks' sales promotion strategy resulted in significant changes
across multiple aspects of its business.
1. Increased Foot Traffic: The Happy Hour promotions and limited-time offers brought in higher
foot traffic during traditionally slower periods, boosting overall sales.
2. Enhanced Customer Engagement: The Starbucks Rewards program deepened customer
engagement. Customers were incentivized to make more frequent purchases to earn stars and
unlock rewards.
3. Seasonal Excitement: The introduction of limited-time seasonal drinks generated excitement
and anticipation among customers, driving them to visit Starbucks specifically for these new
offerings.
4. Boosted Loyalty: The loyalty program and gift card promotions enhanced customer loyalty,
encouraging repeat business and larger purchases.
5. App Adoption: The app-exclusive offers led to increased adoption of the Starbucks mobile
app, which further strengthened the company's direct communication with its customers.
6. Brand Perception: The comfortable in-store environment and free Wi-Fi reinforced Starbucks'
brand image as a welcoming place for customers to relax or work, contributing to a positive
overall perception.

Here are some of the numerical statistics of Starbucks company before and after using the tools
and techniques of sales promotion:
Revenue: In 2011, Starbucks' revenue was $14.9 billion. In 2022, it was $26.58 billion. This
represents a compound annual growth rate (CAGR) of 6.7%.
Net income: In 2011, Starbucks' net income was $2.7 billion. In 2022, it was $5.3 billion. This
represents a CAGR of 8.2%.
Number of stores: In 2011, Starbucks had 16,635 stores. In 2022, it had 35,022 stores. This
represents a CAGR of 7.8%.
Customer loyalty program: In 2011, Starbucks launched its customer loyalty program, Starbucks
Rewards. As of 2022, there are over 20 million active Starbucks Rewards members.
Social media following: In 2011, Starbucks had over 10 million followers on Facebook and
Twitter. In 2022, it has over 100 million followers on these platforms.
These statistics show that Starbucks' sales promotion efforts have been very successful in
driving revenue growth, net income growth, store growth, and customer loyalty. The company's
social media following has also grown significantly, which helps to drive brand awareness and
engagement.

Conclusion: Starbucks' strategic implementation of sales promotion tools and techniques played
a crucial role in transforming various aspects of its business. By introducing Happy Hour
promotions, enhancing the loyalty program, offering limited-time seasonal drinks, and utilizing
mobile app exclusives, Starbucks effectively increased foot traffic, customer engagement,
loyalty, and brand perception. This real-life example underscores the importance of well-planned
sales promotion strategies in driving positive changes in a company's performance and
customer relationships.

Company: Coca-Cola

Background: Coca-Cola is a globally recognized beverage brand known for its soft drinks and
beverages. Despite its strong brand identity, Coca-Cola faced challenges in maintaining
consumer interest and countering competition from other beverage options. To address these
challenges, Coca-Cola implemented a comprehensive sales promotion strategy.

Before Sales Promotion: Before implementing the sales promotion strategy, Coca-Cola was a
well-established brand with a wide range of products. However, shifts in consumer preferences
towards healthier alternatives and increasing competition required Coca-Cola to adapt its
marketing strategies to maintain market share and appeal to a broader audience.

Sales Promotion Strategy: Coca-Cola employed a variety of sales promotion tools and
techniques to increase sales, enhance consumer engagement, and reinforce brand loyalty.
1. Contests and Giveaways: Coca-Cola launched contests and giveaways where consumers
could participate and stand a chance to win prizes, such as merchandise, trips, or even cash
rewards. These contests encouraged engagement and repeat purchases.
2. Limited-Edition Packaging: Coca-Cola introduced limited-edition packaging designs and
themes, often tied to events, holidays, or pop culture trends. These unique designs created a
sense of novelty and encouraged collectors to purchase multiple bottles.
3. Loyalty Programs: Coca-Cola implemented loyalty programs, such as "Coca-Cola Rewards,"
where consumers could collect codes from product packaging and redeem them for rewards like
discounts, products, or experiences.
4. Personalized Bottles: Coca-Cola launched campaigns where consumers could personalize
their own Coke bottles with names, messages, or images. This created a personalized and
shareable experience, encouraging consumers to purchase for themselves or as gifts.
5. Bundled Offers: Coca-Cola offered bundled promotions where consumers could purchase
multiple products at a discounted price, encouraging larger purchases and increasing overall
sales.
6. Incentive Promotions: Coca-Cola partnered with various restaurants and retailers to offer
promotions such as "Buy One Get One Free" or discounts on Coca-Cola products with the
purchase of certain items.

After Sales Promotion: Coca-Cola's sales promotion strategy led to notable changes across
various aspects of the company's performance.
1. Increased Sales: The combination of contests, limited-edition packaging, and bundled offers
resulted in increased sales volume and consumer engagement.
2. Brand Loyalty: The introduction of loyalty programs like Coca-Cola Rewards fostered brand
loyalty by rewarding consumers for repeat purchases.
3. Enhanced Engagement: Personalized bottles and giveaways created engagement
opportunities on social media platforms, where consumers shared their unique experiences with
Coca-Cola products.
4. Market Share: Coca-Cola's strategic promotions helped it maintain its position as a leading
beverage brand and attract new consumers.
5. Consumer Connection: Personalized packaging and contests facilitated a deeper emotional
connection between consumers and the brand, making Coca-Cola a part of personal
celebrations and experiences.
6. Data Utilization: The sales promotion campaigns generated valuable data on consumer
preferences, engagement patterns, and promotional redemptions, which could be leveraged for
future targeted marketing efforts.
7. Positive Brand Perception: Successful execution of sales promotions positioned Coca-Cola
as a brand that consistently offers unique experiences, rewards, and value to its consumers.

Here are some of the numerical statistics of Coca-Cola company before and after using the
tools and techniques of sales promotion:
Revenue: In 2012, Coca-Cola's revenue was $48.0 billion. In 2022, their revenue was $35.1
billion. This shows a decrease in revenue of 26.5%.
Net income: In 2012, Coca-Cola's net income was $10.7 billion. In 2022, their net income was
$8.9 billion. This shows a decrease in net income of 16.9%.
Market share: In 2012, Coca-Cola had a global market share of 42.8%. In 2022, their market
share was 41.5%. This shows a decrease in market share of 2.7%.
Brand value: In 2012, Coca-Cola's brand value was $69.2 billion. In 2022, their brand value was
$89.1 billion. This shows an increase in brand value of 29.7%.
These statistics show that Coca-Cola's revenue, net income, and market share have all
decreased since 2012. However, their brand value has increased. This suggests that
Coca-Cola's sales promotion efforts have been successful in maintaining brand awareness and
loyalty, even as their sales have declined.

Conclusion: Coca-Cola's strategic use of sales promotion tools and techniques effectively drove
positive changes in sales, brand loyalty, engagement, and market presence. By introducing
innovative programs like contests, limited-edition packaging, and loyalty rewards, Coca-Cola
demonstrated the transformative potential of a well-executed sales promotion strategy in the
beverage industry. This real-life example underscores the importance of adapting sales
promotion tactics to evolving consumer preferences and maintaining brand relevance.

Reasons for growth of Sales Promotion: -

Market Saturation and Competition: As markets become saturated with similar products and
services, companies face the challenge of distinguishing themselves. Intense competition
compels businesses to utilize sales promotion to stand out, attract attention, and entice
consumers to choose their offerings over those of competitors.
Economic Pressures: Economic fluctuations, recessions, and inflation can lead consumers to
tighten their spending. Sales promotions help alleviate this pressure by offering discounts and
deals that make products more affordable, encouraging spending even during challenging
economic times.
Consumer Price Sensitivity: Consumers today are highly sensitive to prices due to increased
access to price-comparison tools and information. Sales promotions, such as discounts,
cashback offers, and limited-time deals, capitalize on this sensitivity by directly appealing to the
value-conscious consumer.
Changing Consumer Behaviour: Shifts in consumer behaviour, including a preference for online
shopping, convenience, and instant gratification, have led companies to adapt their marketing
strategies. Online platforms provide an ideal space for deploying digital coupons, flash sales,
and other promotions.
Digital and Social Media: The rise of digital marketing and social media has transformed the
way promotions are delivered and received. Platforms like Facebook, Instagram, and email
marketing allow businesses to reach a broader audience instantly, facilitating the growth of sales
promotion.
E-commerce Growth: E-commerce has witnessed exponential growth, making it easier for
businesses to implement and manage various sales promotion techniques. Online retailers can
quickly adjust prices, offer exclusive deals, and personalize offers based on user browsing
history and shopping behaviour.
Technological Advancements: Technological advancements enable innovative sales promotion
methods such as mobile apps, location-based offers, and personalized promotions through data
analysis. Mobile devices have become a primary channel for accessing promotions and making
purchases on the go.
Consumer Experience Enhancement: Companies are using sales promotion not only to
increase sales but also to enhance the overall consumer experience. Loyalty programs, referral
rewards, and exclusive membership perks contribute to a sense of belonging and encourage
repeat purchases.
Inventory Management: Sales promotions are employed to manage inventory levels effectively.
Businesses can use promotions to clear out excess stock, introduce new inventory, or
encourage customers to buy larger quantities.
Product Lifecycle Management: Throughout a product's lifecycle, different promotions can be
used to maintain interest and boost sales. Initial promotions at launch, followed by mid-life
discounts, and end-of-life clearance sales help maximize the product's profitability over time.
Globalization and Cross-Border Trade: With the expansion of international trade, businesses
face the challenge of adapting to various consumer preferences and cultural nuances. Sales
promotions allow companies to tailor offers to specific markets, catering to local tastes and
preferences.
Data-Driven Insights: Advances in data analytics enable businesses to gain insights into
consumer behaviour, preferences, and purchasing patterns. This data allows for targeted
promotions that are more likely to resonate with specific customer segments.
Branding and Awareness: Sales promotions can help create brand awareness and establish a
positive brand image. Well-designed promotions can generate buzz and increase word-of-mouth
marketing, driving both short-term and long-term sales growth.
Cross-Promotions and Partnerships: Collaborative promotions with other businesses can extend
promotional reach and increase exposure. Joint promotions allow for cost-sharing and often
result in mutually beneficial outcomes.
Psychological Factors: Human psychology plays a significant role in the effectiveness of sales
promotions. The fear of missing out (FOMO), the desire for instant rewards, and the satisfaction
of getting a good deal all contribute to consumer motivation to make a purchase.
Measurable ROI: Sales promotions provide a measurable return on investment (ROI), making it
easier for companies to assess the effectiveness of their marketing efforts. Metrics such as
sales lift, coupon redemption rates, website traffic, and social media engagement can be
tracked to gauge success.

In essence, the growth of sales promotion is driven by a complex interplay of market dynamics,
consumer behaviour, technological advancements, and the need for businesses to stay
competitive and relevant in a rapidly changing landscape. By leveraging these factors
effectively, companies can harness the power of sales promotion to drive sales, engage
consumers, and build brand loyalty.

ADVANTAGES OF SALES PROMOTION

1. Attract more customers
It goes without saying that strategies like discounts and free trials encourage potential clients to
try your good or service. Free trials offer prospective customers a glimpse into what the brand
has to offer for a little time. By getting to know their leads and understanding their needs,
businesses can eventually convert those leads into customers by exceeding their expectations.
Before enticing leads to become members, streaming providers like Netflix and Amazon Prime
give a 30-day free trial.
2. Move stock off the shelves
The "problem of plenty" in stock is a common issue for most B2C enterprises, particularly as the
season comes to an end or while rebranding is taking place. Businesses can transfer out
existing inventory and introduce new products by using sales incentives including combo offers,
rebates, and free samples.
Brands frequently hold End of Season Sales (EOSS), where prices can be reduced by as much
as 60 to 70 percent, to move inventory off their shelves.
3. Boost brand presence
Sales promotion can improve brand recognition and presence by using strategies like limited
editions and flash sales. Social media marketing can increase brand recognition.
4. Retain loyalty among existing customers
Techniques for sales promotion can also be an excellent method to thank your customers. In the
face of competition, rewards like membership discounts or loyalty point schemes can keep
customers loyal to your company. Free trial extensions and emails reminding customers to
renew their subscriptions help secure brand loyalty in the B2B sales model.
Airlines frequently provide frequent travellers with points and air miles that may be redeemed
for future tickets. As a result, customers are more likely to choose the airline for which they have
a membership or credit card.

5. Get insights into customer behaviour

Understanding customer behaviour and consumption trends are critical for a business to
succeed. Sales promotion tactics often offer great insight into customer behaviour, such as:
Customer preferences – What customers want
Changes in consumption patterns
What products are working or not working

6. Enable cross-selling and upselling

Customers frequently want a product or service to be as useful and satisfying as possible. By
leveraging on your consumers' interest in your company through cross-selling and upselling,
you can increase your revenue.
The freemium model is a great illustration of cross-selling in the B2B sector. According to this
concept, consumers who download a free application or piece of software can access a small
number of its capabilities. The option to upgrade to a paid subscription gives users access to
more features and integrations.
7. Trial and Sampling
By providing free samples or a trial period, you can provide clients a risk-free chance to try your
product or service, which could encourage them to make a future purchase.

DISADVANTAGES OF SALES PROMOTION

1.Increased sensitivity to price change:

The customer becomes more price sensitive and will look for ways to cut costs, even if it doesn't
effect their quality of life, which is a common drawback of this technique.

2.Might cause a negative brand image:

The quality of the company's image might occasionally be negatively impacted by sales
campaigns. If the product is being discounted significantly, customers can assume that the
company sells low-quality goods.

3.Sales promotion might not be able to change customer perception:

One of the biggest errors businesses commit is believing that offering a deal can change a
customer's perception of their goods. People won't purchase your stuff if they don't have faith in
it.

4.Cost of implementation:
Costs associated with staffing, advertising, and operational changes may be incurred during the
planning, execution, and marketing of a sales campaign. Promotion may not be worthwhile if
these costs outweigh the revenue earned.

5.Extra Stock Accumulation:

If you generate more stock than is necessary in advance, it could have a detrimental effect on
your business as the surplus stock might stay on the market for an excessively long time, taking
into account the future increased sales through sales promotions. It can temporarily block the
invested funds.

6. Increase competition:
As companies compete to offer the greatest bargains, sales promotion may result in more rivalry
amongst them. Prices and earnings could decrease as a result for everyone.

Types of Sales promotion techniques

Certainly, here are details on each of the tools and techniques of sales promotion:

1. Consumers Promotion:
• Price Deals: Price deals involve offering discounts on products to attract
consumers. This could be in the form of temporary price reductions, “buy one get one free”
offers, or other price-based incentives.
• Coupons: Coupons are vouchers that offer discounts or special deals on
products. Consumers can redeem these coupons at the point of purchase to receive a discount.
• Contest and Sweepstakes: These are promotional activities where consumers
can participate in contests or sweepstakes to win prizes. These activities create excitement and
engagement with the brand.
 • Premiums: Premiums are free or discounted items offered as an incentive with a
purchase. For example, a free toy with a kids’ meal at a fast-food restaurant.
• Sampling: Sampling involves giving consumers a free or trial-sized product to
encourage them to try it. This helps in introducing new products or flavors to potential
customers.
2. Trade Promotions:
• Trade Discount: Trade discounts are reductions in the price of a product offered
to retailers or wholesalers. These discounts are usually based on the volume of products
purchased.
• Exchange: In exchange promotions, a company might offer retailers a discount or
incentive for returning unsold or outdated products. This helps in managing inventory and
fostering good relations with retailers.
• Buybacks: Buyback promotions involve the manufacturer repurchasing unsold
inventory from retailers, typically at a discounted rate. This can help retailers reduce risk and
ensure the product’s availability.

These tools and techniques are essential in marketing to boost sales, attract consumers, and
maintain good relationships with both consumers and trade partners. The choice of which
promotion to use depends on the product, target audience, and marketing goals.

Promotion for the sales force

Definition: It is a short-term marketing effort designed to encourage customers to buy a product

or take a specific action, such as making a purchase, signing up for a newsletter, or participating
in a contest. Sales promotions are typically used to boost sales, clear out excess inventory,
attract new customers, or reward loyal customers. Examples of sales promotion techniques
include discounts, coupons, rebates, contests, giveaways, loyalty programs, and
point-of-purchase displays, among others. Promotion for the sales force refers to strategies and
activities aimed at motivating, incentivizing, and empowering a company's sales team to achieve
their sales targets and goals. This can include a variety of initiatives designed to boost the
performance and morale of the sales force.

Importance: Sales promotion is a marketing strategy aimed at stimulating demand for a product
or service over a short period of time. It typically involves offering incentives to consumers or
trade partners to encourage them to make a purchase or take a specific action. Sales
promotions play a crucial role in marketing and business for several reasons:
1. Boosting Sales
2. Customer Acquisition
3. Customer Retention
4. Competitive Advantage
5. Brand Awareness

Key Objectives: Promotion for the sales force plays a crucial role in achieving several key
objectives that are essential for the success of a business. These objectives include:
1. Increasing Product Awareness and Brand Visibility:
- One of the primary goals of promotion is to create awareness about the products or services
offered by the company.
- It involves showcasing the unique features, benefits, and value propositions of the products
to the target audience.
- Enhancing brand visibility helps in establishing a strong presence in the market and
differentiating the brand from competitors.

2. Generating Interest and Demand for the Products or Services:

- Promotion activities are designed to pique the interest of potential customers.
- Through compelling marketing messages, promotions aim to highlight how the products or
services can address the needs and desires of the target audience.
- This generates demand and interest in what the company has to offer.

3. Encouraging Customers to Make a Purchase:

- Ultimately, the goal of promotion is to convert potential customers into actual buyers.
- Through persuasive advertising, promotions aim to convince customers that the product or
service is worth their investment.
- Effective promotions often include limited-time offers, discounts, or other incentives to
prompt immediate purchase decisions.

4. Building and Maintaining Customer Relationships:

- Promotion is not solely about acquiring new customers; it also focuses on nurturing existing
relationships.
- Regular communication through promotions, newsletters, and loyalty programs helps in
maintaining a strong bond with current customers.
- Building trust and loyalty can lead to repeat business and long-term customer retention.

5. Motivating and Incentivizing the Sales Team:

- Promotion efforts extend to the sales team as well, as they play a crucial role in driving
revenue.
- Incentive programs, sales contests, and recognition for achievements are used to motivate
and energize the sales force.
- A motivated sales team is more likely to meet or exceed their sales targets.

In summary, promotion for the sales force is a multifaceted strategy aimed at creating
awareness, generating interest, driving demand, nurturing customer relationships, and
motivating the sales team. These objectives collectively contribute to the growth and success of
the business.

Types of Sales promotion:

1) Commission-based Compensation: Salespeople earn a percentage of the sales revenue they
generate. This is a standard form of compensation for sales teams and directly ties their
earnings to their sales performance.

2) Sales Contests: Sales contests are short-term competitions where salespeople compete to
achieve specific sales goals. Prizes can range from cash bonuses to vacations or other
rewards.

3) Profit Sharing: Some companies offer profit-sharing plans, where a portion of the company's
profits is distributed among the sales team based on their contributions to those profits.

4) Sales Commissions Tiers: Salespeople can earn higher commission rates as they exceed
specific sales thresholds or tiers. This encourages them to push for higher sales levels.

5) Non-Monetary Incentives: Besides cash rewards, non-monetary incentives like gift cards,
merchandise, or company stock options can also motivate sales teams.

6) Sales Bonuses: Companies may offer bonuses for achieving specific sales targets or quotas.
These bonuses can be one-time payments or structured as ongoing incentives.

Sales promotion forces:

can be categorized into two main groups: internal forces and external forces. These forces play
a crucial role in shaping a company's sales promotion strategies and outcomes.

Internal Forces:

Sales Team:
- Motivation: The sales team is responsible for executing sales promotion strategies. Their
motivation, training, and understanding of these strategies are essential for their success.
- Feedback: Sales teams often provide valuable feedback on the effectiveness of sales
promotions based on their direct interactions with customers.

Marketing Department:

- Strategy Development: The marketing department plays a pivotal role in planning and
designing sales promotion campaigns. They analyse market trends, consumer behaviour, and
competitor activities to create effective promotions.
- Budget Allocation: They are responsible for allocating budgets to different sales promotion
activities and ensuring that resources are used efficiently.

Customer Service:
- Feedback Loop: Customer service teams are in direct contact with customers and can
provide insights into customer preferences, complaints, and reactions to sales promotions.
 - Problem Resolution: They play a vital role in resolving any issues that may arise from sales
promotions, ensuring customer satisfaction.

External Forces:

Competitors:
- Competitive Analysis: Competitor actions, such as pricing, promotions, and product launches,
influence a company's sales promotion strategies. Firms must constantly monitor and adapt to
stay competitive.
- Counteractions: Competitors may respond to a company's promotions with their own,
impacting the effectiveness of the original promotion.

Economic Conditions:
- Economic Cycles: Economic conditions, such as recessions or economic booms, can impact
consumer spending habits. During a downturn, consumers may be more responsive to
discounts and promotions.
- Inflation: Rising prices can influence the types of promotions that are most effective, as
consumers seek value for their money.

Consumer Behaviour:
- Psychological Factors: Consumer behaviour, including their perceptions, attitudes, and
motivations, significantly affects the success of sales promotions. Understanding these factors
helps in designing promotions that resonate with the target audience.
- Buying Habits: Consumer preferences and buying habits are continually evolving.
Companies must adapt their promotions to align with changing consumer preferences, such as
online shopping trends or a growing interest in sustainability.
- Social and Cultural Factors: Cultural events, societal trends, and social media can impact
consumer behaviours and influence the effectiveness of promotions. For example,
holiday-themed promotions during festive seasons can be more successful.

In summary, internal forces like the sales team, marketing department, and customer service
are essential for the development and execution of sales promotion strategies, while external
forces such as competitors, economic conditions, and consumer behaviours shape the overall
effectiveness and impact of these strategies. Successful sales promotions require a keen
understanding of both internal and external factors to maximize their outcomes.

Measuring the Effectiveness of Sales Promotional Strategies

Measuring the effectiveness of sales promotional strategies is crucial for businesses to

determine the success of their marketing efforts and make informed decisions about future
promotional activities. Here are some key steps and metrics you can use to measure the
effectiveness of sales promotional strategies:
1. Set Clear Objectives:
- Clearly define the objectives of your sales promotion campaign.
- Are you trying to increase sales, attract new customers, encourage repeat purchases, or
promote a specific product or service?
- Setting clear objectives will help you measure success accurately.

2. Define Key Performance Indicators (KPIs):

- Identify the specific metrics you will use to measure the success of your sales promotion.
- Some common KPIs for measuring promotional effectiveness include:
- Sales Revenue
- Customer Acquisition
- Customer Retention
- Redemption Rate
- Website Traffic
- Social Media Engagement

3. Baseline Comparison:
- Establish a baseline by comparing performance metrics before and after the promotional
period.
- This will help you determine the impact of the sales promotion on your business.

4. Track Sales and Revenue:

- Compare sales and revenue figures during the promotional period with historical data or a
control group (if available).
- Analyse the increase in sales and revenue to determine the effectiveness of the promotion.

5. Analyse Customer Data:

- Use customer data and feedback to gain insights into the effectiveness of your sales
promotion.
- Conduct surveys, collect customer feedback, or analyse customer behaviour data to
understand customer perceptions, satisfaction, and loyalty.

6. Cost Analysis:
- Evaluate the cost-effectiveness of your sales promotion by comparing costs incurred with the
increase in sales and revenue generated.
- Calculate the return on investment (ROI) to assess the effectiveness of your promotional
spending.

7. Competitive Analysis:
- Consider the competitive landscape and compare your promotional results with those of your
competitors.
- Assess how your sales promotion performed in relation to industry benchmarks or standards.
8. Post-Promotion Evaluation:
- Evaluate the long-term impact of your sales promotion.
- Assess whether the promotion led to sustainable increases in sales or customer loyalty.
- Analyse the promotional strategies' impact beyond the immediate promotional period to
understand its overall effectiveness.

9. Customer Feedback:
- Seek feedback from customers who participated in the promotion.
- Conduct surveys or interviews to understand their perception of the promotion, its impact on
their purchasing decisions, and their overall satisfaction.

How Promotion Affects Sales

Sales promotions can increase sales in the short term. They can also:
Attract new customers
Boost long-term loyalty
Increase revenue
Increase cash flow
Improve brand awareness
Increase customer satisfaction

Attract Customers: Sales promotions are typically used as a price inducement to attract
price-conscious buyers not interested in products a regular prices. This is common when
companies want to build a customer base, such as at a grand opening, when a competitor goes
out of business, or in a highly competitive industry. In some cases, sales promotions on one
product, known as a "price leader" or "loss leader," are used to get customers into the store so
you can sell them other, more profitable items.

Increased Revenue: Increasing revenue is a common goal for sales promotions. Often, sales
promotions restrict your profit potential, but they allow you to generate more revenue in the
short run due to increased sales volume. This also means more cash flow, which is why
companies struggling to meet near-term financial obligations often turn to discounts. To realize
greater revenue, you need more customers to buy more product at the reduced price.

Price Orientation: One of the more risky or negative effects of sales promotions is that they can
lead to a price orientation amongst customers. This is especially true if you overuse them or
maintain discounts for an extended period. Customers psychologically connect the promotion
price with the value of the product, and a price hike down the road may not work.
Inventory Reduction: Effective sales promotions lead to inventory reductions because customers
buy more product. In fact, this is why companies hold them regularly at the end of a buying
season. For example, when Halloween is over, you often see retailers discount decor and candy
to make room on the shelves for other products. While this often results in a gross loss on the
excess inventory, you at least get some revenue rather than throwing out expired or obsolete
products.

Techniques of Salesforce Promotion

Following are the techniques used commonly for sales force promotion: –
Sales Contests: Sales contests are the type of contest where sales target met by each sales
people are evaluated to find out the one who has achieved the highest sales. These contests
are organized by the manufacturer. Sales contest are meant to motivate salesforce to bring in
more and more sales volume.
Sales Meeting: Sales meeting are meetings organized for sales people from one area, region or
district. They are held frequently like once in a month, once in two months or every quarter. It is
considered as one of the effective ways of educating sales people.
Demonstrations: Demonstration involve showcasing each and every detail regarding product.
The demonstration of technical product clarifies multiple points to salesman that are useful
when queries are made by prospects to the salesman. This increases the salesman confidence
level while dealing with prospects. It is very useful technique in case of durable goods.
Sales Training Manuals: Training materials such as learning books, flip charts, visual aids,
manual etc are of utmost importance to sales people. The sales manual can be short or long
that is dependent upon the type of products produced and sold by business organization. These
manuals contain information regarding products, their application, prices, manufacturing
process, sales techniques etc.
Bonus To Sales force: Bonus to sales force means providing the sales people with bonus on
exceeding their fixed targets. A sales quota is fixed for every salesman, and when they exceed
this fixed quota then bonus is awarded to them for their exceptional performance. In order to get
more premiums, the salesman will try to sell higher quantity of goods.

Promotion for Sales Force Structure

Sales force structure: product-based
When a company has multiple product lines, it can form the sales force based on them. For
instance, a company that manufactures furniture and electronics would employ a separate sales
force for these product lines. Salesmen are hired based on their skills and work experience in a
particular product line.
Sales force structure: client-based
Company uses a client-based sales force structure when it wants to focus on individual clients.
These sales forces specialize in handling the specific requirements of their clients and provide
customized solutions to them.
5 reasons why timing is crucial to closing sales :-

A more human approach -

It can make your approach human and personal – nobody likes to feel like they’re part of
another automated step in a sales process, by timing your outreach you can make each touch
point make more sense to the person on the receiving end.

More relevant -
It can make it relevant – for example, if your prospect has just been promoted, reaching out to
say congratulations and start a discussion on how they’ll affect change in their new role can help
add a new level of relevance.

More context -
It can give you context – it can be as simple as knowing that a busy period is approaching for an
ideal customer and reaching out with a message on how you can help alleviate their work load.

Build trust -
It can build trust – offering support or more information at the right time in the buying cycle can
be the difference between a “deal lost” and “closed won” – too soon and the information is
irrelevant, too late and they could have gone with a competitor

Cut through the noise -

Whether it’s B2B or B2C, buyers have more knowledge than ever and they’re being bombarded
by more noise than ever – so knowing the right time to engage is equally as important as the
message you’re reaching out with.

3 criterias to determine promotion timing :-

Consumption Frequency -

There is an inverse relationship here. Higher the frequency, lesser the timing will be.

Commodity Age -

There is an inverse relationship here. More the age, lesser the timing will be.

Type Of Audience -

Here also, there is an inverse relationship here. More the active audiences, lesser the timing will
be and vice versa.

What Does Sales Cycle Length Mean?

Sales Cycle Length is the amount of time that passes between the first touch with a prospective
customer and the closing of the deal. Businesses use the average sales cycle length to create
sales forecasts.

Why Does it Matter?

A well-defined sales cycle creates transparency. By defining and measuring all of the steps to
the conversion of a customer, you can see where in the sales process your prospective leads
are stalling, and, figure out how to better pave the way for future sales. With an understanding
of the total length of time, it takes to complete a sale, you can create sales projections based on
the leads in your pipeline. This means you can predict future revenue, which is key to forming
business strategy.

What is Frequency Marketing?

Frequency marketing, also known as loyalty programs, involves encouraging customers to make
repeat purchases by enrolling them in a formal program that builds their loyalty and commitment
to the brand.

Advantages :-

Customer Retention – The loyalty programs ensure that there is high customer retention and
low customer churn.

Customer lifetime value – Because the customer is retained for a longer duration, there is a high
customer lifetime value because of frequency marketing.

Higher sales volume – You get higher sales volume because the same customers are buying
higher quantities of products from you in a recurring fashion.

Cost savings – Retaining a customer is much cheaper than acquiring new customers. Thus, a
lot of costs are saved when using frequency marketing.

Disadvantages :-

Customers will always expect freebies – Due to their very nature, customers will always expect
freebies from the company and ask for the same to be retained by the company.

Loss of customers if loyalty programs closed – There can be an immediate loss of existing
customers if companies turn down a loyalty program, thereby opening up the market for the
customer where another competitor can swoop in and acquire the loyalty of the customer.