ADVERTISING

B18BB5312
SCHOOL OF MANAGEMENT STUDIES
Program: BBA INDUSTRY INTEGRATED
Course Title: ADVERTISING
Course Code: B18BB5312
Course Type: SC
Course Presenter: PROF. ABHISHEK DUTTAGUPTA
Course Mentor: PROF. RAGHAVENDRA KUMAR SINGH
& PROF. JOHN PRAVIN
Semester & Section: V BBA II
Academic Year: 2020-21
Course Pre-requisites: N/A
L T P: [2] [ 1] [ 0]
Pedagogy: ICT & E-CONTENT
Course Objectives:
1. To provide knowledge of basic concepts of advertising
management
2. To understand the various determinants of media and the
creative process
3. To gain knowledge about the measurement techniques of
advertising effectiveness
4. To understand the concept of advertising agency

Course Outcomes:
1. Explain the concept, importance and types of advertising
2. Identify the factors influencing creative and media decisions
3. Explain the pretesting and post testing process
4. Elaborate on the importance and structure of advertising agency
Syllabus:
Unit Topics CO PO
Introduction to Advertising - Advertising meaning - nature and importance of
I advertising - types and objectives - Audience selection - Setting of advertising budget - 1 1,2
determinants and major methods - Communication process - basic and elements -
Marketing Communication - response hierarchy - models and alternatives
Media Decisions & Development - Major media types – their merits and demerits -
II Advertising through internet and interactive media - issue and considerations - Factors 2 1,2
influencing media choice - media selection - media scheduling. Advertising creativity -
Advertising appeals - Advertising copy and elements of print advertisement creativity
Measuring Advertisement Effectiveness- Arguments for and against measuring
III effectiveness - Advertising testing process - Evaluating communication and sales 3 1,2
effects - Pre-and Post-testing techniques.
Organizational Arrangements - Advertising Agency: Role, types and selection of
IV advertising 4 2,3
agency; Reasons for evaluating advertising techniques. Social, ethical and legal aspects
of advertising in India; Recent developments and Issues in advertisement.
Program outcomes:
1. Graduate shall be able apply core discipline
knowledge in business situations
2. Graduate shall be able to analyse relevant
factors affecting business decisions
3. Graduate shall be able to analyze and identify
ethical and social issues of business on
customers and society
Reference Books:
1. Belch and Belch: Advertising and Promotion, 2/e, Tata McGraw Hill, 2011
2. Sharma, Kavita: Advertising: Planning and Decision Making, 1/eTaxmann Publication, 2011.
3. Mahajan, J.P., and Ramki: Advertising and Brand Management, Ane Books, New Delhi, 2013
4. Burnett, Wells, and Moriatty, Advertising: Principles and Practice, Pearson Education
5. Terence A. Shimp, Advertising and Promotion: An IMC Approach, 1/e, South Western, Cengage Learning, 2014
6. O’Guinn, Advertising and Promotion: An Integrated Brand Approach, 1/e Cengage Learning 2009.

E-Resources:
1. https://www.youtube.com/watch?v=cshKKhKnSgY
2. https://www.youtube.com/watch?v=01PUSrLCvcM
3. https://globalmarketingprofessor.com/global-media-decisions/

Suggested Readings Unit wise:

1. Belch and Belch: Advertising and Promotion, 2/e, Tata McGraw Hill, 2011.
2. Ogilvy, D.: Confessions of an Advertising Man, SouthBank, 2004.
Presentation Topics:
1. Find out a product/service whose advertising
strategy failed due to the choice of wrong media
scheduling strategy.

Assignment:
1. Choose 5 seasonal products / services and
deduce the best possible media channel for each
of them. Justify your selection.
“If you're trying to persuade people to do something, or buy something, it seems to me
you should use their language, the language in which they think.”

- David Ogilvy.
ADVERTISING MEDIA

• Advertising media refers to the various media channels

through which advertising is done.
TYPES OF MEDIA / MEDIA CLASSIFICATIONS
• Broadcast Media • Specialty Media
• Television • Alternative Media
• Radio • Online / Internet Media
• Print Media • Email
• Newpaper • Social Media
• Magazine • Websites
• Outdoor Media • Interactive Media
• Mobile Media
TELEVISION

Advantages Disadvantages
• High reach • Greater clutter
• High frequency • Low recall due to clutter
potential
• Channel surfing during
• Low cost per commercial
contact
• Short amount of copy
• High intrusion value
• High cost per ad
• Quality creative
opportunities
RADIO

Advantages Disadvantages
• Recall promoted • Short exposure time
• Narrower target • Low attention
market
• Few chances to reach
• Ad music national audiences
• High segmentation • Information overload
potential
• Flexibility in making
news ad
NEWSPAPER

Advantages Disadvantages
• High coverage • Short life
• Low cost • Only visual
• Short lead time for • Clutter
placing ads
• Poor reproduction quality
• Ads can be placed in
• Selective reader exposure
interest sections
• Low attention getting
• Timely or current
capability
MAGAZINE
Advantages Disadvantages
• Segmentation potential • Only visual
• High information • Long lead time for ad
content placement
• Longer life • Lack of flexibility
• Compatible editorial
environment
• Multiple readers
• Quality reproduction
OUTDOOR AD
Advantages Disadvantages
• Able to select key • Short exposure time
geographic areas
• Brief message
• Accessible for local ad
• Little segmentation
• Low cost per impression possible
• Broad reach • Cluttered travel routes
• High frequency on major
commuter routes
• Large and spectacular
ONLINE / INTERNET
Advantages Disadvantages
• Creative possibilities • Difficult procedure to place
ads and buy time
• Short lead time
• Only the computer owner
• Simplicity of
segmentation • Short life span
• High audience • Hard to retain interest of
interest surfers
• Easier to measure
the response
INTERACTIVE MEDIA

Advantages Disadvantages
• Decreased losses • Requires more participation
from users than advertisers
• Reduced difficulties
• Helps overcome new
product hurdles.
INTERACTIVE MEDIA -
CONSIDERATIONS

• Legal Considerations & Ethical Considerations

• Licensing and Related Arrangements
• Website Development
• Trademark, Copyright and Domain Disputes
• Internet Privacy
• Internet/E-mail Advertising (SPAM)
WHY INTERNET FOR ADVERTISING?

• To create awareness
• To generate interest
• To disseminate information
• To create an image
• To create a strong brand
• To stimulate trial
Internet Advertising Types
• Sponsorship
• Banner Ads Banner Ads
• Pop-Ups
• Interstitial
• Push Technologies or Webcasting
• Links
ADVANTAGES OF INTERNET
ADVERTISING

• Target Marketing • Sales Potential

• Message Tailoring • Creativity

• Interactive Capabilities • Exposure

• Information Access • Speed

DISADVANTAGES OF INTERNET
ADVERTISING

• Measurement problems • Potential for deception

• Audience • Costs

characteristics • Limited production

• Web Snarl quality

• Clutter • Poor reach

FACTORS INFLUENCING MEDIA CHOICE
• Objectives of the Firm • Frequency
• Costs of Media & • Credibility & Image of Media
Company’s financial • Past Experience
position
• Experience of Other
• Reach companies
• Advertising policy and • Expert Opinion
Approach
• Advertising Message
• Types of Buyers
• Conditions under which
MEDIA SELECTION

• Choosing the right media of

advertisement
• To enable the advertiser in delivering the
optimal message effectively
• To the intended markets or prospects.
MEDIA SELECTION CONSIDERATIONS

• Financial Allocation • Location

• Nature • Nature of Competition
• Demand • Extent of Coverage
required
• Prospects
• Type of Media and its
cost
MEDIA SCHEDULING

1. The time decision.

2. The duration/space decision.
3. The frequency to advertise the message through
different media.
TYPES OF MEDIA SCHEDULING

• Macro Scheduling
• Micro Scheduling
SCHEDULING STRATEGIES

• Continuous Advertising

• Concentrated Advertising

• Fighting Advertising

• Pulsing Advertising
FACTORS AFFECTING MEDIA
SCHEDULING

• Buyer Turnover
• Purchase Frequency
• Forgetting Rate
• Financial Condition of Company
• Level of Competition
ADVERTISING CREATIVITY

• Creative Strategy
• Creative Tactics
CREATIVE PROCESS MODEL

• Preparation
• Incubation
• Illumination
• Verification
ELEMENTS OF ADVERTISING
CREATIVITY

• Imagination

• Inventiveness

• Inspiration
ADVERTISING APPEAL

• Rational appeal
• Emotional appeal

• Click to Watch
ADVERTISING COPY

Source:
https://studiousguy.co
m/advertising-copy-
definition-types-
examples/
ELEMENTS OF PRINT ADVERTISEMENT
CREATIVITY
• Copy & Text Elements
• Illustration and Graphic Elements
• Colour v/s Black and White
• Layout of the Final Ad
• Size and Shape
• Paper and Ink
• Placement of the Advertising