Advertising and Sales Promotion Session 1 2 3 4 5mrinal

Advertising and Sales Promotion
Session 1
Mrinal Sharma
In today’s session
 Understand the concept of advertising
 Learn the meaning and definition of advertising
 Examine the origin and development of advertising
 Understand about contemporary advertising
 Discuss various types of advertising
 the Advertising Planning Framework
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Introduction to Advertising
 Advertising is a powerful communication force and is highly visible
 It is one of the most important tools of marketing communications that helps to sell products, services, ideas
and images, etc.
 Advertisements are everywhere- newspapers, magazines, on television and internet and are heard on radio.
 The average consumer is exposed to a very large number of
advertisements every day, particularly the urban and semi-urban
population.
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Origin of Advertising
 The recorded history of advertising goes back to about 5000 years but our knowledge of advertising in ancient
times is quite fragmented.
 The diggings by archaeologists, in countries rimming the Mediterranean sea, has unearthed a Babylonian Clay tablet
of about 3000 BC, bearing inscription for an ointment dealer, a scribe and a shoe mark
 Town criers: Town criers were paid to go around town spreading news and making announcements in the streets
 Trademarks: Craftsman, in early times, wanted to be identified for their skills and placed their individual marks on
goods that they crafted => helped in spreading word of mouth
 Signs: Lot of traders painted commercial messages on prominent rocks along trade routes that they frequented.
 Verbal Self promotion: The seller in primitive times relied upon his loud voice to attract attention and inform
consumers of the availability of his services.
 Earliest indication of Advertisement use in India dates back to the Middle Ages, when the use of the surname
indicated a man’s occupation.
 The first ad, in any language, to be printed on a circulated sheet appeared in German news pamphlets in about 1525.
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Contemporary Advertising
 Most of the growth in advertising has happened after Second World War. Western Europe and the Far East started to
compete in world markets and advertising became an essential part of this new economy.
 Large corporations such as Coca-Cola, General Motors and IBM had long been active all over the world. After 1946,
quite a number of medium and small companies entered the international market. Large advertising agencies of USA,
Western Europe and the Far East started opening their offices in several countries.
 Creativity in advertising was almost non-existent till then and ads were mostly “me too” type of messages with a
lot of worldly visualization and little copy.
 It was during the 1950s that television emerged as one of the most spectacular development in the history of
advertising.
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Advertising Definition
The word advertising comes form the Latin word “Advertere” meaning “to turn the minds of towards”
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified
sponsor.” – American Marketing Association.
“Advertising is the non-personal communication of marketing-related information to a target audience, usually paid for
by the advertiser, and delivered through mass media in order to reach the specific objectives of the sponsor.” – John J
Burnett.
“Advertising is a message paid for by an identified sponsor and delivered through mass medium of mass communication.
Advertising is persuasive communication. It is not neutral; it is not unbiased; it says; ‘I am going to sell you a product or
an idea.” - J Thomas Russell and W. Ronald Lane
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What is Advertising?
Advertisement is a mass communication of information intended to persuade buyers to buy products and services
with a view to maximizing a company’s profits.
The elements of advertising are:
(i) It is a mass communication reaching a large group of consumers
(ii) It makes mass production possible
(iii) It is paid non-personal communication, not delivered by an actual person, nor is it addressed to a specific
person
(iv) It is a commercial communication because it is used to help assure the advertiser of a long business life with
profitable sales.
(v) The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours.
(vi) Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of
publicizing his identity.
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What is included in Advertising?
(i) The information in an advertisement should benefit the buyers. It should give them more satisfactory expenditure of
their rupees.
(ii) It should suggest better solutions to their problems.
(iii) The content of the advertisement is within the control of the advertiser, not the medium.
(iv) Advertising without persuasion is ineffective. Advertisement that fails to influence anyone, either immediately or
in the future, is a waste of money.
(v) The function of advertising is to increase the profitable sales volume.
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Objectives of Advertising
(i) To stimulate sales amongst present, former and future consumers. It involves decision regarding the media, e.g., TV
versus Print.
(ii) To communicate with consumers. This involves decision regarding copy.
(iii) To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have
made the best purchase, thus building loyalty to the brand name or the firm.
(iv) To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers,
and retailers, to instill confidence in organisation.
(v) To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This
message is aimed not only at consumers, but also at the government, shareholders, and the general public.
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US Advertising Spends- Trends
PROJECTED
Figures in percentages (%)
Source: Statista 2018
43.1 44.9
38.4 38.3 39.1 38.8 39.1

37.8 38.4
36.8 37
35.8 35.8
34.8
33.7 32.9
32.6
28.3
24.7 25.2
22.7 22.3
20.2 20.7
19.8 19
17.1 17.4
18.8 17.9 15.4
17 14 14.2 14.6
13
15.2 12.2 11.7
11.5 11.1
14.2 13.4
11.1
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Digital TV Print Others
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India Advertising Spends- Trends
Figures in percentages (%)
Source: GroupM Estimates
46.3 45.5
44.6 43.7 44.6 44.7
42.3
42 42.2
41.2
40
39
37
33.8
31.4
29.8
15.5
13.1
11.5 11.2 11.1 10.8 10.6 10 10 10
9.9
7.8
5.5 6.5
3.9 4.5
2010 2011 2012 2013 2014 2015 2016 2017
Digital TV Print Others
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Newspaper Circulation Figures
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Classifications and Type of Advertising
Advertising
1. 2. Response 5. Target 6. Intended

Geography Time
3. Appeal 4. Content
Audience Influence
7. Medium 8. Trade 9. Others
Local Direct Primary Radio & Public

Advertising Action
Emotional Product Institutional Consumer
Demand Television
Retail
Service
Regional Indirect Factual/ Selective

Advertising Action Rational
Informative Industrial
Demand
Digital Wholesale CSR
National Newspaper
Persuasive
Advertising & Magazine
Labels and
Reminder
Literature
Circulars of
all kinds
Dealer help
material
Dealer help
materials
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Geographical Advertising
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Local Advertising
Mostly undertaken by local retail stores. Media used could be pamphlets, billboards,
local cinema halls posters etc
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Regional Advertising
Covers particular region – common language, common culture

It occurs in regional newspapers, regional TV channels
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National Advertising
Undertaken by manufacturers of branded goods, using all

possible mass media channels for nationwide reach
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Advertising based on Response Time
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Direct Action Advertising
Crafted in such a way so as to generate quick response from

the customers e.g.. At the time of a Sale or Exhibition, offers
etc.
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Indirect Action Advertising
Advertiser just tries to influence audience to choose his brand

over others whenever the purchase decision occurs in future
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Advertising based on Appeal
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Emotional Advertising
Implementing pathos to touch sentiments and thus swaying

perception
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Factual/rational Advertising
Factual demonstration is employed to give rational reasons to

buy the said product
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Content Advertising
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Product Advertising
To attract customers to a particular product
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Product Advertising- by Product Life Cycle
Informative Advertising
This form of advertising tends to characterize the promotion of any new type of product to develop an initial
demand. It is usually done in the introductory stages of the product life cycle. It was the original approach to
advertising.
Persuasive Advertising
Persuasive product advertising is to develop demand for a particular product or brand. It is a type of promotion used
in the growth period and, to some extent, in the maturity period of the product life cycle.
Reminder Oriented Advertising

The goal of this type of advertising is to reinforce previous promotional activity by keeping the brand name in front
of the public. It is used in the maturity period as well as throughout the declining phase of the product life cycle.
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Institutional Advertising
To create distinct brand image
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Target based Advertising
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Types of Business Communication
End users (chosen segment employing demographic/

behaviouristic/ socioeconomic/ geographical segregation)
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Industrial Advertising
Intended towards particular industry professionals,

wholesalers etc. for the products such as machineries, spare
parts, raw material etc. Occur in trade journals, business
magazines etc.
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Advertising based on Intended Influence
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Primary Demand Advertising
This is the type when advertiser wants to introduce a range of

products or services and want to induce the consumption of
it. No brand distinction is emphasized.
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Selective Demand Advertising
When advertiser wants consumers to select his brand over

others…
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Trade Advertising
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Retail Advertising
This may be defined as “covering all advertising by the stores that sell goods directly to the
consuming public.”
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Wholesale Advertising
Wholesalers are, generally, not advertising minded, either for themselves or for their
suppliers.
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Advertising- Others
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Public Service Advertising
This is directed at the social welfare of a community or a nation. The effectiveness of product service
advertisements may be measured in terms of the goodwill they generate in favour of the sponsoring
organization. Advertisement on not mixing drinking and driving is a good example of public service
advertising. In this type of advertising, the objective is to put across a message intended to change attitudes
or behaviour and benefit the public at large.
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Corporate Social Responsibility Advertisement
companies aligning their values with a greater good

and taking action to have a positive effect. They often
do so through "cause marketing," joining forces with
nonprofit organizations and focusing ad campaigns
on those philanthropic relationships.
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Advertising Planning & Organizing Framework
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The Planning Cycle
Where are we?
Where could we
If not, why?
be?
Where do we want
Are we there?
to go?
How do we get
Let’s get there
there?
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The Planning Cycle
Situation Analysis
Where are we? Company Potential
Where could we
If not, why?
be?
Objectives &
Strategies
Feedback
Where do we want
Are we there?
to go?
Implementation
The Plan
Results
How do we get
Let’s get there
there?
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Situation Analysis
 Also called Background Review
 It’s a Summation of current knowledge:

o Product and service offerings o Current Users
o Sales o Seasonality
o Market Share o Geography
o Competitive position o Creative Requirements
o Distribution system o Purchase Cycle
o Past Advertising o Competitive Review
o Strengths, weaknesses, Opportunities & Threats
 It also involves research especially market analysis and consumer behavioural research
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Marketing Objectives
 The Marketing Objective is a number which is measurable. It includes
o Total Sales Volume
o Sales Volume by products, market segments, customer type etc.
o Market share
o Growth rate of sales volume
o Gross Profit
o Product line extension/ discontinuation
o Develop Pricing Policies
o Social Objective
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Marketing Strategies
 Objectives lead to strategies
 Strategies guide us how to achieve objectives
 Select the target market (geographical as well as customer segments)
 Determine the marketing mix for the market
 Position the product for each market
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Marketing Strategies- Ansoff Model
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Marketing Strategies- BCG Model
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Marketing Strategies: Determining Marketing Mix
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Marketing Strategies: Product Positioning
 Positioning is not what you do to the product
 Positioning is what you do to the mind of the prospect
 Positioning may lead to cosmetic changes in the product’s name, price and packaging but far
more important is the psychological positioning of the potential products
 Repositioning of existing products
 Advertisers can choose to position a product on its:
o Attributes and benefits
o By identifying a target market for them
o On the basis of product usage
o Against a competitor or as a product category

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Developing Campaign Objective
 To create/ increase awareness
 To support product comprehension
 To convince the target group
 To create/ build/reinforce certain image
 To drive an action
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Developing Campaign Strategy
It combines the task of selecting the media and designing an effective message to seek the answers
for the following questions:
 What kind of people do we now sell to?
 What kind of people should we sell to?
 How these people think, feel and believe our competition?
 Which key thought should we put into the minds of those people to make them feel, think, do and
believe the way we want them to?
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Allocating Funds for Advertising
Funds can be allocated by using any of the following allocation methods:
 Affordability method
 Percentage of sales method
 Competitive method
 Objective and Task method
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Strategic Advertising Decision
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Setting Advertising Objectives
➢ Message About Product –
- A very large percentage of product oriented advertising includes some mention of features and
benefits offered by the marketer’s product.
- Advertising can be used to inform customers changes in existing products.
➢ Message About Price
- Companies that regularly engage in price adjustments, such as running short term sales (i.e., price
markdown), can use advertising to let the market know of price reductions.
- Alternatively, advertising can be used to encourage customers to purchase now before a scheduled
price increase takes place.
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Setting Advertising Objectives
➢ Message About Other Promotions
- Special sales promotions, such as contests, may be announced within an advertisement.
- Helps salespeople gain access to new accounts if the advertising precedes the salesperson’s attempt to gain
an appointment with a prospective buyer.
➢ Message About Distribution
- Is used to let customers know locations where a product can be purchased.
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Advertising- Strategic Planning Process
- Step 1: Select the target Audience
- Step 2: Understand the target audience decision making
- Step 3: Determine the best positioning
- Step 4: Develop communication strategy
- Step 5: Set a media strategy
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Step 1: Select the target Audience
 Whom we select must be consistent with the brand’s marketing objectives.
- If part of the marketing strategy is to build the category, this means looking for new users.
- If the marketing strategy is to increase usage, this means focusing upon existing users.
 For strategic planning process we will consider three questions that should be addressed in the planning
process:
 Where will the sales/usage come from?
 What do we know about the target group?
 Where does the trade fit in?

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Where will the sales/usage come from?
- Decide on the primary emphasis-
- Our brand Users i.e. repeat purchase, increased consumption
- Competition users i.e. brand switch
- Non users i.e. trials
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What do we know about the target audience?
- Once the target group is identified, the brand manager needs to understand the profile of the target group in
greater detail. The profile can include (not limited to)
- Age
- Gender
- SEC- Income, education
- Marital Status
- Psychographic descriptions i.e. their attitudes, aspirations, lifestyle etc
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Advertising- Socio Economic Classification
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Where does the trade fit it?
- While planning, a brand manager should not only think about the end consumers but also the trade
(distribution or channel partners)
- Strategic planning requires a total look at the marketing communication task, and when advertising and
promotion to the trade are used they must be integrated with advertising and promotion to the consumer
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Step 2: Understand target audience decision making
 Customer Decision making Analysis Requires A More In-depth Understanding
• What steps are involved in the decision-making process?
• What sources of information are sought?
• What is a timeline for a purchase (e.g., impulse vs. extended decision-making)?
• Will the customer consult others in their organization/family before making a decision?
• Who has the authority to make the final decision?
• Will the customer seek multiple bids?
• Will the product/service require significant modifications?
 To understand the buying habits and patterns of your customers, answer the following questions:
• Reason/occasion for purchase?
• Number of times they'll purchase?
• Timetable of purchase, every week, month, quarter, etc.?
• Amount of product/service purchased?
• How long to make a decision to purchase?
• Where does the customer purchase and/or use the product/service? Mrinal Sharma
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Step 3: Determine the best positioning
Market positioning refers to the process of establishing the image or identity of a brand or product so that
consumers perceive it in a certain way
Positioning
- Price
- Quality
- Convenience
- Customer service
- Differentiation
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Step 3: Determine the best positioning
Repositioning
o Used to revive an ailing brand or fix a lack lustre new market entry
o Advertising themes and positioning can be trendy and become outdated
o The challenge: Changing perceptions of a brand forged over years of advertising.
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Step 4: Developing Communication Strategy
What we want our marketing communication to say about our brand in order to motivate the target audience to
take whatever action is required i.e. Communication effect
1. Category Need
It does not make much sense to try and sell a brand if there is no perceived need for the product.
Most of the time this is not an issue unless it is innovative new products
2. Brand Awareness
Brand awareness is always a communication objective, regardless of what type of marketing communication you
may be using in your campaign.
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Step 4: Developing Communication Strategy
3. Brand Attitude
Like brand awareness, brand attitude also a communication objective for every type of marketing
communication used in a campaign.
4. Brand Purchase Intention
It is not often a primary communication objective. Of course we want our marketing communication to help
contribute to an intention to buy or use the brand
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Inte
ntio
n to
Communication pur
Effect cha
(4 levels depending on se
category and product life Brand Attitude
cycle)
Awareness
Need
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Step 5: Media Strategy
- Manager must select the best communication options to deliver the creative message.
- This is the first step in considering media selection, and one of the most important things the
manager will need to think about at this point is the different relative strengths of advertising and
promotion in satisfying the communication objectives.
- Basically both advertising and promotion should have a significant effect upon brand awareness,
the primary strength of advertising is brand attitude, while the primary strength of promotion is
brand purchase intention
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Session 2
Mrinal Sharma
Advertiser and advertising

agency interface
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Advertiser and advertising agency interface
From a planning point of view:
- Much local advertising is done without the services of an advertising agency
- On the other hand, a national advertiser may have under contract many different agencies and
research suppliers, each serving one or more brands in a product line.
Main questions to ask:
- What advertising agency should be chosen?
- What media should be used?
- What copy test supplier will be best for our particular situation?
Quality of personnel, reputation, integrity, mutual

understanding, interpersonal compatibility and synergism
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What is an advertising agency?
- An advertising agency is an independent organization set up to render specialized services in
advertising in particular and in marketing in general.
- Advertising agencies started as space brokers for the handling of the advertisements placed in
newspapers
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Functions of an advertising agency
Campaign brief/Insight gathering:

- Broad objectives of the advertising campaign are decided after talks with the client team.
- The agency tries to find out about the various characteristics of the product and its strengths and
weaknesses in relation to competitive brands
Insights verification:
- Agencies are expected to verify the insights gathered from the client to be certain about various
aspects of the product and related issues.
- Account planning team of the agency steps in to gather consumer insights, find out about the
distribution chain, packaging and point of purchase, and to study the advertising agencies of
competing brands Mrinal Sharma
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Functions of an advertising agency
Work on the Campaign/Big Idea
- Work on campaign begins- visual inputs, media strategy and options proposed for the campaign.
- The account executive is the facilitator among various specialist departments and the client.
- The media planning department within the agency or media buying agency that works for the agency has
to work closely with other specialist departments while deciding the media strategy and choice of media
- Media Agency’s recommendations must provide justification for the choice of certain media and should
satisfy the client when they represent the agency in the presentation team
Campaign Execution
- Once a go-ahead is given, the department has to issue contracts to publishers, channels, radio stations,
outdoor advertisers, etc.
- The mechanical production of advertisement must begin as soon as the studio supplies the artwork
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Purpose of advertising agency
➢ Advertise and counsel on marketing strategy.
➢ Advice and counsel on advertising and media strategy and tactics
➢ Prepare and develop print, outdoor and electronic advertisements.
➢ Carry out collateral design of various items such as display material, PoP material and other promotional
material.
➢ Help and counsel on sales promotion and other communication task
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Types of advertising Agencies
Full service agencies
- A full service agency provides whole range of services to clients, both advertising and non-advertising.
- Advertising services encompass planning, creating, and producing advertising campaigns, which broadly
include account planning, research, creative services, media planning, and productions of advertising
material for print, broadcast, and out-door media.
- Non-advertising functions may include public relations, making corporate identity plans, packaging,
organizing fairs, exhibitions and training material, etc.
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A La Carte Agencies
- An a la carte agency is such type of agency where one can order according to their choice, can be had
from a full service agency or small special outfits.
- Such outfits specialize in creative concepts, strategy development, media planning etc.
- Their services are used by small and medium-size agencies which may not be in a position to afford highly
paid creative writers or media planners.. At times advertisers commission such outfits for their specialized
services
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House Agencies
- A house agency is an advertising agency established by a company to look after its advertising
requirements.
- With time, the agencies may start doing outside work also.
- Infact, in the Indian context, two top agencies, viz, Lintas and Mudra communications, started as the
house agencies of Hindustan Lever Ltd. and Reliance respectively
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Agency Selection
 The agency should be able to think independently on various problems, and not solve them by pre-
conceived notions which it is unwilling to change.
 The agency should have experience in selling ideas. It should be able to bring in more results than
anticipated.
 The company should be financially sound and should be able to cover both local and national advertising
campaigns.
 The size of the agency should not be seriously taken into account.
 The agency should not be one that hesitates to correct the advertiser if it feels that he is wrong.
 The agency should be able to use both research and brains to solve problems.
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Integrated Marketing
Communication
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Integrated Marketing Communication
 Integrated Marketing Communications ensures that all forms of communications and messages are carefully linked
together.
 At its most basic level, Integrated Marketing Communications means integrating all the promotional tools, so that they
work together in harmony.
 Marketing materials can appear in any number of channels, including print ads, social media ads, digital banner ads,
billboards, promotional products, blogs, and even business cards. The purpose of each piece of marketing collateral
might be slightly different, but the overall goal is to help educate potential customers on how their product or service
solves a problem or makes their customers’ lives easier
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Integrated Marketing Communication- Benefits
 Consistency: Consistent messaging is less confusing to customers. That’s why lots of brands pick a tagline, like “Have it
Your Way”, and use it in their print ads, their commercials, hashtag campaigns on social media, and more.
 Clarity: A clear, reinforced message is much more effective than several different messages. Every marketing campaign
or every marketing cycle, brands need to decide what most of their advertising is going to focus on so that their
customers can clearly understand what they are trying to communicate.
 Placement: Not all customers are going to see all your advertising. The same customer who sees a billboard may never
see your commercial and those who hear your radio ad might never see a digital ad. Chick-Fil-A is one brand that does
a great job of making sure that no matter what medium their ads are found in, their message is always the same (“Eat
More Chicken”), so one ever misses out.
 One important part of the integrated marketing communications strategy is segmentation and targeting
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Integrated Marketing Communication
Advertising
Brand
Product Awareness
Sales
Promotion
Price
Brand Image
Events &
Experience Integrated
Marketing Brand
Promotion
Communication Equity
PR and Brand
Program
Publicity Responses
Place
Personal
Selling Brand
Relationship
Direct
Marketing
MARKETING MIX PROMOTION/

COMMUNICATION MIX Mrinal Sharma
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Tools of Marketing Mix Communication
Any Paid form of Non personal presentation by

Advertising
an identified sponsor
Sales
Short term incentives to encourage sales
Promotion
PR and Building good relations with various public by

Publicity obtaining favourable unpaid publicity
Personal
Personal Presentations by a firm’s sales force
Selling
Direct Direct Communication with Individuals to

Marketing obtain an immediate response
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Macro Model of Communication Process
TRANSMISSION
Transmitting Reception of
the message the message
Encoding
Decoding
the message
the message
Noise
Acceptance/
Developing Rejection of
the Idea the message
Giving Using the

SENDER Feedback Information
FEEDBACK RECEIVER
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Micro Model: AIDA Model
 Very Simple and best/well know marketing model used amongst non marketers
 Is a classic model to make our communication more effective
What is AIDA Model?
The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or
service.
Cognition: The mental action or process of acquiring knowledge and understanding through thought, experience,
and the senses
It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase
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AIDA- What does it stand for?
Creating brand awareness or affiliation with your product or service.

Presenting a shocking fact, or statistic that identifies a problem,
Cognitive Stage ATTENTION thought-provoking question , element of surprise.
Purpose is to give the prospects a reason to know more
Focussing on the product/service benefits of your product or service

Affective Stage INTEREST to generate interest- Product promise., product appeal- rational,
emotional, dual
Affective Stage DESIRE Produce relatability, creating desire Move the consumer
from 'liking' it to 'wanting it'.
Action Move the buyer to interacting with your company and taking
the next step i.e. downloading a brochure, making the phone
Behaviour Stage
call, joining your newsletter, or engaging in live chat etc
https://www.youtube.com/watch?v=9vYPZRszzGo
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AIDA Model- Print/Digital/Outdoor Hoardings
A1 = Attention
The large image of Lionel Messi
draws the potential customers initial
attention to the advert.
I = Interest
The text “Every team needs the
spark” raises the potential customer
interest in the advert as they want to
know how they can bring this
“Spark” to their team.
D = Desire
The text “F50, time your feet light
up the game” below the image of the
F50 shoe increases the potential
customers desire for the shoes as
they believe that it will make them a
better footballer.
A2 = Action
The action is that the potential
customer will visit the website and
find out more information and/or
purchase the shoes. Mrinal Sharma
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Micro Model: Hierarchy of Effects Theory
 The hierarchy of effects model is a model which tells advertisers

to make an advertisement in such a way that the customer goes
through all these six stages namely awareness, knowledge,
liking, preference, conviction and purchase.
 It is created by Robert J Lavidge and Gary A Steiner in 1961, the

hierarchy of effects model suggests six steps to consumer buying
behaviour
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Micro Model: Hierarchy of Effects Theory
Brands must make sure that the consumer is aware of the

Cognitive presence of your brand in a particular product segment
Stage Make sure enough (positive) knowledge is available about your
product – through the internet, retail stores and the product
package itself.
This is where your product is being considered for its emotional
benefits; be sure to make them prominent
Affective consumer may be convinced to try out your product, but may like
Stage other brands
the doubt in consumers’ minds about buying the product of your
brand needs to be converted into action. Marketers can aid in this
step by giving out free samples, test drives etc
Behaviour You need to make sure that purchase experience is easy and
Stage perhaps even enjoyable for the consumer
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Session 3
1. Media Planning Process
2 .Strategic Media Planning
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Advertising- Strategic Planning Process RECAP
- Step 1: Select the target Audience
- Step 2: Understand the target audience decision making
- Step 3: Determine the best positioning
- Step 4: Develop communication strategy
- Step 5: Set a media strategy
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Media Planning Process
Media planning is the series of decisions involved in delivering the promotional message to the prospective purchaser
and/or users of the product or brand.
There are four stages to media planning process:

 Market analysis and target market identification
 Establishment of media objectives
 Media strategy development and implementation
 Evaluation and follow up
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Stage 1: Market analysis and target market identification
Market Analysis
 In the development of a media strategy, a market analysis is again performed
 Although it is already performed during strategic marketing planning, but this time the focus is on the media and
delivering the message.
 The key questions at this stage are those:

 Who are the target market?
 What factors may influence the media plan? (internal factors: budget, managerial and administrative
capabilities etc; external factors: changes in economy, changes in technology, competitive factors etc.)
 Where and when should we focus our efforts? (Geographical considerations etc)
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Stage 2: Establishment of Media Objective
 Similar to marketing and advertising objective, media objective also needs to be laid down.
 An example of media objective is this: Create awareness in the target market through the following:
➢ Use broadcast media to provide coverage of 80 percent of the target market over a six-month period.
➢ Reach 60 percent of the target audience at least three times over the same six-month period.
➢ Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and fall.
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Stage 3: Developing and Implementing Media Strategy
1. Creative Options
2. Creative Cost
3. Media Market Reach
4. Message Placement Cost
5. Length of Exposure
6. Advertising Clutter
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Some Definitions
 Medium is the general category of available delivery systems, which includes broadcast media (like TV and radio),
print media (like newspapers and magazines), direct mail, outdoor advertising and other support media.
 Media Vehicle is the specific carrier within a medium category. For example, Times of India and Indian Express is
print vehicle.
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1. Creative Options and thus arriving at a media mix
 An advertisement has the potential to appeal to four
senses – sight, sound, smell and touch.
 Not all advertising media have the ability to deliver
multi-sensory messages.
 Traditional radio, for example, is limited to delivering
audio messages while roadside billboards offer only
visual appeal.
 Additionally, some media may place limits on when
particular options can be used.

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2. Creative Costs
 The media type chosen to deliver a marketer’s message also impacts the cost of creating the message.
 Multi sensory experience vs single sensory experience: For media outlets that deliver a multi-sensory experience (e.g.,
television and Internet for sight and sound; print publications for sight, touch and smell) creative cost can be significantly
higher than for media targeting a single sensory experience.
 Creative costs are also affected by the expectation of quality for the media that delivers the message. In fact, media
outlets may set minimal production standards for advertisements and reject ads that do not meet these standards.
E.g. Television networks, for example, may set high production quality levels for advertisements they deliver. Achieving these
standards requires expensive equipment and high cost labor, which may not be feasible for small businesses. Conversely,
creating a simple text only Internet advertisement requires very little cost that almost anyone is capable of creating.
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3. Media Market Reach & Frequency
 Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given
period of time.
 Reach is normally expressed in percentage (%) terms.
 Television advertising offer an extensive reach while a single roadside billboard on a lightly travelled road offers very
limited reach
Media Market Reach
Measured on 2 dimensions
1. Channels Served 2. Geographic scope
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3. Media Market Reach- Channels served
It means whether a media outlet is effective in reaching the members within the marketer’s channel of distribution.
Channels can be classified as below:
• Consumer Channel – Does the media outlet reach the final consumer market targeted by the marketer?
• Trade Channel – Does the media outlet reach a marketer’s channel partners who help distribute their product?
• Business-to-Business – Does the media outlet reach customers in the business market targeted by the marketer?
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3. Media Market Reach- Geographic Scope
Means geographic breadth of the channels served.
It includes:
• International – Does the media outlet have multi-country distribution?
• National – Does the media outlet cover an entire country?
• Regional – Does the media outlet have distribution across multiple geographic regions such as counties, states, provinces,
territories, etc.?
• Local – Does the media outlet primarily serve a limited geographic area?
• Individual – Does the media outlet offer individual customer targeted?
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Frequency is the number of times the advertisement appears in a given publication, or over a particular television programme
Exposure: When reach and frequency multiplied, we get gross exposure to a campaign
Frequency = Total Exposure/Reach
Or
Total exposure = Reach X Frequency
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Factors determining the ideal Frequency levels
 Marketing Factors
 Creative factors
 Media
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Factors determining the ideal Frequency levels (Marketing Factors)
 Brand history: New brands generally require higher frequency levels than established brands.
 Brand share: An inverse relationship exists between brand share and frequency.
 Brand loyalty: An inverse relationship exists between loyalty and frequency.
 Purchase cycle: Shorter purchase cycles require higher frequency levels to maintain top-of-mind awareness.
 Usage cycle: Products used daily or more frequently need to be replace quickly, so a higher level of frequency is desired.
 Competitive share of voice: High frequency levels are required when a lot of competitive advertising exists
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Factors determining the ideal Frequency levels (Creative Factors)
 Message complexity: The simple the message, the less the frequency required.
 Message uniqueness: The more unique the message, the lower the frequency level required.
 New versus continuing campaigns: New campaigns require higher levels of frequency than to register the message
 Image versus product sell: Creating an image requires higher levels of frequency than does a specific product sell.
 Message variation: A single message requires less frequency; a variety of messages require more.
 Wear out: Higher frequency may lead to wear out.
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Factors determining the ideal Frequency levels (Media Factors)
 Clutter: The more the advertising appearing in the media used, the more frequency is needed to break through the
clutter
 Attentiveness: The higher the level of attention achieved by the media vehicle, the less frequency is required.
 Number of media used: The fewer the media used, the lower the level of frequency required.
 Scheduling: Continuity scheduling requires less frequency than does fighting or pulsing.
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4. Scheduling
 Media schedule is the calendar of advertising plan. Scheduling is connected with timing the insertion of advertisements in
the selected media.
 It is neither possible nor necessary for the companies to keep their advertising in front of consumers at all times as a
constant reminder of the product or brand.
 Decision in this area are essentially based on certain assumptions regarding how the target audience will respond to the
presence or absence of the advertising messages with respect to the set of advertising objectives, such as product recall or
attitudes.
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4. Scheduling
There are three approaches to scheduling:
a. Continuity refers to a continuous pattern of advertising, which can mean every day, every week, or every month.
b. Fighting employ a less regular schedule of advertising message. There are intermittent periods of advertising and at some
times periods there are heavier promotional expenditures, and at others there may be no advertising.
c. Pulsing is a combination of continuity and fighting. The continuity is maintained as a base throughout, but during certain
periods the level of advertising is stepped up.
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Media Schedule- Example 1
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Media Schedule- Example 1
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• Placement cost includes the purchase of ad time, space or location with media outlets that deliver the message.
• This costs vary widely from very small amounts for certain online advertisements to exorbitant fees for advertising on
major television programs.
For example, in the United States the highest cost for advertising placement occurs with television ads shown during the
National Football League’s Super Bowl championship game where ad rates for a single 30-second advertisement exceed (US)
$2.5 million.
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Factors that influence the
Placement Cost
Characteristics of the
Audience Size Audience Type
Advertisement
- Means the no. of people - Means customer profile or - Run Time (e.g., length of TV or
experiencing the media outlet target group radio ads )
during a particular time period - Media outlets, whose audience - Size (e.g., print ad size, billboard
- TV- No. of program shares very similar size)
viewers characteristics charge higher - Print Style (e.g., black-and-
- Print- No. of readers advertising rates white vs. color)
- Website- No of visitors - Location in Media (e.g., back
- More viewers~ higher the magazine cover vs. inside pages)
placement cost for that media
outlet 114
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6. Length of Exposure
 Proportional to the nature of the product/service that’s being advertised
• Simple products require customers to be exposed to just a little bit of information in order to build customer interest.
For example, the features and benefits of a new snack food can be explained in a short period of time using television or
radio commercials.
• Complicated products need to present more information for customers to fully understand the product.
Consequently, advertisers of these products well seek media formats that allot more time to deliver the message.
For example, the features and benefits of a new car or a technical product cannot be explained in a short period of time
using television or radio commercials. Events, Brochures or mailers may be the right choice
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7. Advertising Clutter
 A large number of advertisements create an environment of advertising clutter, which makes it difficult for viewers to
recognize and remember particular advertisements.
 To break through the clutter advertisers may be required to increase the frequency of their advertising efforts (i.e., run
more ads) or alternatively seek opportunities that offer less clutter where an ad has a better chance of standing out from
others. Thus media planner has to juggle with:
 Frequency- higher it is higher will be the advertising expense
 Alternative opportunities- But not at the cost of compromising on the target group size and type
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Stage 4: Evaluation and Follow-up
7. Evaluation & Follow up- Audience Measurement Unit
 How to measure the response to the Advertisement?
 Newer media- digital/internet
 Traditional media-TV/Radio/mail
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Readership
 For print medium readership is the unit of audience measurement. This is done through readership survey.
 The Indian Readership Survey (IRS) is the largest continuous readership research study done in the world, the model of
which is accepted internationally. This survey measures the readership of newspapers, and magazines.
 It also provides an in-depth understanding of media behaviour as it covers expanded media measures such as time spent
using different media such as television viewing, radio listening, cinema attendance and internet usage.
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Viewership
 This is a unit of measurement for television.
 It is measured with the help of Peoplemeter which is a set top device presented to the panel household by the media
research agency.
 Television Audience Measurement (TAM) is popularly known in India claims to be the best research agency measuring
consumer behavior in television viewing.
 The Peoplemeter which is connected to the television set consists of sensors and detector, which picks up who is watching
television, at what time of the day and on which date the television is being viewed, what channel is being viewed and
what is the status of television set, whether it is on or off mode etc.

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Listenership
 This is a unit of measurement for radio.
 All India is one of the most popular channels for the rural India. However, now a day’s FM channels are also popularly
being used by the urban India.
 Radio Audience Measurement (RAM) is a specialized measurement service focused on the FM radio industry.
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Hit and Click/Page view
 This is a unit of measurement for the internet.
 Hits are the number of people who visit the site.
 Page views are the number of pages within the site that the visitor who has seen the site.
 The internet is the medium that can actually measure the number of audience who have seen the advertisement, through
the click through.
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Efficiency of channels Mapping viewership v/s share of total spends
% Share of spends
Low Viewership – High Spends High Viewership – High Spends
50
47
Reduce Spends on these Channels Maintain spends
45
40 Sony has high viewership & enjoys

high spends from our end
35
30
25
0 10 20 30 40 50 60 70 80 90 100
20
15 Need to establish presence on Colors, Zee TV,

Star Plus- channels with high viewership
Life OK 10
Use only to reach the niche you 5 Need to increase

cannot reach using other
0 00 0 0 0 0 investment in
channels 0 these Channels
Low Viewership – Low
tpu t
Spends High Viewership –Low Spends
e O u
m p l
Sa
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Passer By
 This is unit of measurement of outdoor.
 It represents the number of people who pass by a given outdoor site during a given time frame.
 It is assumed that those who pass by a site would have had an opportunity to see the advertisement displayed on the site.
 The effectiveness of the site, however, is a function of several variables
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Visit to Cinema
 This is a unit of measurement of cinema audiences.
 This data can be collected in the form of secondary data based on the number of cinema hall available and their seating
capacities.
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Media Research
 There are a number of research organizations produce regular independent media studies.
 They are independent in the sense that they have tripartite sponsorship representing the three sides of advertising
through bodies serving advertisers, advertising agencies and the relevant media.
 Some surveys are conducted continuously by press and television or periodically with radio or occasionally with outdoor.
In addition to that individual media owners conduct their survey.
 E.g. BARC, TAM etc
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Effective Media Planning- Example
Consistently high spends

and SOV by Brand A SOV %
help in maintaining July August September October
100 salience November December
90
80 77
70 Increase in noise by brand B

in last 6 months likely to have
60 56
59
positively impacted salience t pu t
e O u
50
43 41 Sa mpl
40
34
30 28 29
22
20
13 12
11 9
10 6 7
3 2 4
5 4 3 5
0 0 1 3 0 0 0 1
0 GRPs
Brand A Brand B Brand C Brand D Brand E Brand A
Brand B
Brand C
Brand D
Media Cost Efficiency
 One of the important decisions in the development of media strategy is cost estimating.
 Value of any strategy = How well it delivers the message to the audience + lowest cost + least waste
 There are a number of factors such as reach, frequency, and availability that determines media cost.
 The marketer tries to arrive at the optimal delivery by balancing cost with each of these factors.
 Media Cost can be classified as below:
o Absolute cost of the medium or vehicle is the actual total cost required to place the message
o Relative cost refers to the relationship between the price paid for advertising time or space and the size of the
audience delivered.
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Determining Relative Media Cost
 To evaluate alternatives, advertisers must compare the relative costs of media as well as vehicles within these media.
 Following are the cost based used:
o Cost per thousand/Mille (CPM): Magazine industries provides cost break down on the basis of cost per thousand
people reached.
CPM = Cost and space (absolute cost) X 1000

Circulation
o Cost per rating point (CRP): The broadcast media provide a different comparative cost figure, referred to as cost
per ratings point or cost per point (CPP)
CRP = Cost of commercial time X 1000

Program rating
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Determining Relative Media Cost
 Daily inch rate: For newspapers, cost effectiveness is based on the daily inch rate. And is measured in the cost per
column inch of the paper. Like magazines, newspapers cost per-thousand formula is used to determine relative cost.
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Media Outlets
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Media Outlets
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Media Outlets
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Media Planning- Basic terms and Concepts
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Session 4
1. Copy Decisions
2
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Copywriting
 Copywriting is the act of writing

Copywriting
text for the purpose of advertising or
other forms of marketing.

Any other printed
TV, Radio
 Copy is written content that aims to format
increase brand awareness and

- Script writing for radio or
ultimately persuade a person or television Activity of putting words to
paper- main body, attendant
group to take a particular action. - Writing a jingle
by-lines and headlines
- Writing lyrics for the music
 Copy links advertisers with the
prospects
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Copywriter is part of the creative Team…
Copywriter Art Director
Creative Team
Creative
Concept
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Copy Approval process
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Copywriting
 A copy writer performs a highly responsible role of fully understanding the market strategy and integrating
it, through creative strategy, in the copy.
 The job also involves coordination with visualisers for bringing in suitable illustrations which will highlight
the effect of the copy and make it appealing and completely comprehensible.
 A copy writer must, therefore, be totally familiar with the marketing goals of the advertiser and specific
advertising objectives.
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Visualization and Copy Layout
 The first expectation from an advertisement is that it must arrest attention. How the advertisement is presented in
terms of its visual appeal in an important consideration for the agency and the advertiser, and it is here that the role
of lay out in the advertisement comes in.
 Visualisation is at times confused with the term illustrations and layout. However, visualization comes much before
layout and art work stage.
 Visualisation is the process of forming mental image, picture, or representation of an object or idea
 Layout is the physical arrangement of the elements in an advertisement, that is, the presentation of the mental
idea.
 Illustrations is usually the work of an artist in the case of television
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Copy Layout
Preparation of Layout
 Usually the layout man or visualiser prepares a rough layout which is submitted to the client for approval and he
draws the finished layout for the guidance of the printer.
 In the creation of television commercials the layout is known as a ‘Storyboard’ which is a series of pictures that
coincides with the audio or sound script.
 A Radio does not utilize illustrations, except those that the medium can create with a description.
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Elements of Layout
Background: The background for the advertisements should be somewhat catchy and colorful. The arrangement of
background differs from medium to medium and advertisement to advertisement. In short, background should be suitable
for the contents of the advertisement.
Border: It is defined as the frame of the advertisement. Border is employed to impart the reading atmosphere. The border
may be light or heavy, obvious, plain or fanciful. The border may also contain a logo.
Caption: It refers to the subtitle. But in most of the advertisement it is converted into heading or sub-heading.
Coupon: Coupon is that part of the advertisement which is intended for the convenience of the prospective customer in
communicating with the advertiser. The coupon must contain the name and full postal address of the firm followed by the
offer. The offer should be brief and clear. There should be space for name and address of the prospective customer. The
usual shape of the coupon is triangular or rectangular.
Decoration: Advertisement decoration is the ornament of the advertisement. This is done to emphasis the advertisement
message
Heading: The heading or headline is defined as the title of the advertisement. The words in the heading should be short.
Illustration: Illustrations are the part of layout that pictures the basic theme of the advertisement. It has the power to
capture the attention of the reader. The advertisements become richer by the use of illustrations.
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Elements of Layout
Mascot: It is known as the trade character or trade figure. It is an illustration of either a real or an imaginary figure or
personality given in the advertisement.
Name Plate (logo): The name plate or name block is the signature of the advertiser. It represents the personality of the
company and its product.
Price: It is another part of layout. The price of the product should be featured clearly. The price is usually taken in the
concluding lines of the copy.
Product: It refers to the representation of the product offered for sale. A very popular practice is to show the product in
use with illustrations.
Slogan: Slogan is a sales argument. The arrangement of slogan in the layout is determined by the importance of its
relation to the advertising message.
Space: Space refers to the entire space left in the space hired by the advertiser. This depends on the design of the copy.
Subheading: It is a secondary heading. It is given to support the heading or to pick out the various selling points given in
the text.
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Elements of Layout
Text: Text or body of the advertisement refers to the general reading matter. It is the subject matter of the copy. It
should be neither too wide nor too narrow.
Trade mark: It is a word or design by which a product is defined. If the trade, marks are registered it can be included in
the layout.
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Copywriting- Styles
 Descriptive Copy  Suggestive Copy
 Scientific Copy  Expository copy
 Institutional Copy  Questioning Copy
 Topical Copy
 Reason Why Copy
 Human Interest Copy
 Colloquial copy or Conversational Copy
 Personality Copy
 Educational Copy
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Copywriting- Descriptive Copy
 This type of copy describes the important and relevant characteristics
 This kind of ad showcases features of the product.
 It is very simple and of non-technical nature.
 It does not have any specialty which can attract the attention of the target consumers or may compel them
to read it.
 It is very much similar to a press account or news item simply giving relevant information to the public
without any stylish touch
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Copywriting- Descriptive Copy
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Copywriting- Scientific Copy
 Such types of copies are technical in nature
 These kind of ads generally used by drugs and pharmaceutical firms elaborating the propositions of
properties and constituents of the product.
 This type of copy is usually meant for professional or for those who are really interested in such types of
information
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Copywriting- Scientific Copy
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Copywriting- Institutional Copy
 Institutional advertisement copy aims at selling the name of the advertiser or the institution that is
producing or selling the products or services.
 The main objective of such type of advertisements is to create, maintain or increase the goodwill of the
product or of brand or of the department or of the selling house as a whole, Institutional copy invites the
target consumers to the selling outlet.
 Such a copy seeks to build goodwill through publicizing the policies, customer services, Conveniences and
general features of superiority of the store over the rivals.
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Copywriting- Institutional Copy
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Copywriting- Topical Copy
 Herein an attempts is made to appeal to the general public by linking the theme of the copy with some
current event but it should not look absurd.
 It commands a good deal of interest because of that sensational event which lives in the minds of the
public.
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Copywriting- Topical Copy
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Copywriting- Reason Why Copy
 This type of advertisement copy offers the readers reasons why they should buy the advertised goods.
 It narrates the positive points of difference from other brands of the same product category in an endeavour
to convince the reader from product’s qualitative aspect.
 It directs its appeal to the intellect or judgment rather than to emotions or senses.
 It substantiates the superiority of the merchandise with the tests performance and records testimonials,
guarantees or construction data.
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Copywriting- Reason Why Copy
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Copywriting- Human Interest Copy
It makes its appeal to the emotions and the senses rather than to the intellect and judgment
(a) Humorous Copy - It exploits the sense of humor of the people. All examples and statements in such copy are fully
to make the reader smile and laugh.
(b) Fear Copy - Such copy of advertisement should be drawn carefully so that it may not carry an unpleasant
association of readers’ minds with the advertiser’s product.
(c) Story Copy - In such a copy a story is narrated in a very interesting manner to create an impression in the minds of
the people about the product. Its ability to create interest depends upon dramatic impact it produces. Experience of
customers can also be narrated in the story.
(d) Predicament Copy– It is often used to advantage when it shows an article of merchandise in a case that provides a
dramatic explanation of its advantages. Predicament copy usually overlaps the other three kinds of human interest
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Copywriting- Colloquial Copy or Conversational Copy
 The colloquial copy presents the message in the way of conversation.
 It uses an informal language and conversation takes place in terms of ‘I’ and ‘You’ with personal reference to
reader and the advertiser. In such copy the style is one of a personal talk or one of an eyewitness account
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Copywriting- Personality Copy
 This copy attempts to encase the opinion of personality – real or imaginary – about the product. Usually the
personality is real.
 The photograph of the personality (a person specialized to concerned field) is given with the text of the copy
with a view to convince the readers through the moral influence of his name.
 Invariably, such copy shows a certificate or a testimonial of such influential person.
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Copywriting- Personality Copy
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Copywriting- Educational Copy
 The copy is designed to educate the general public about the attributes of the product. Usually introductory
appeal is made in this style when the product is introduced in the market for the first time; it is the duty of
every producer or advertiser to tell everything relevant about the product to the public in such a manner
that it may get a warm welcome among customers. Such an advertisement copy depicts the specialties to
the product category. The advertiser may insist only one or two attributes of the product which is more
sensational such as introduction of a low priced item without the loss of quality or a product developed
from a new technology indigenous or imported etc.
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Copywriting- Educational Copy
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Copywriting- Suggestive Copy
 A suggestive copy tries to suggest or convey the message to the readers directly or indirectly to pursue them
to purchase the product. It is useful where the reader is confused about the quality of a product brand and
is not in a position to take a decision about the purchase of the product.
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Copywriting- Suggestive Copy
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Copywriting- Expository Copy
 Just opposite of suggestive copy it expository copy. It does not conceal anything about the product but
exposes. The message is quite clear and it needs no inference, no taxing on mind, no thinking, Even a
cursory glance rakes it quite easy to remembers or to pick – up.
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Copywriting- Expository Copy
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Copywriting- Questioning Copy
 Questioning copy as the term suggests incorporate a series of questions expected to be answered by the
readers. The advertiser puts no narration, statement or reason of its own in order to pursue the readers to
buy the product. The question arouses the curiosity in the minds of the readers and makes them think of it.
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Copywriting- Questioning Copy
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Copy Testing
 Copy testing is a tool involving a procedure where the effectiveness of an advertisement is measured before it
appears in its final form, during and after its exposure to the audience to determine whether and to what extent, it
has accomplished its assigned task.
 It addresses the following questions –
(a) Will a proposed copy theme be effective at achieving advertising objectives?
(b) Will it create the desired interest level and image?
c) Will an individual advertisement attract the attention of the audience?
Copy Testing Methods:
 Pre-Test Method
 Post test Method
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Copy Testing- Pre Testing
 Pre-test method refers to testing the potentiality of a message or copy before printing or broadcasting. It is useful
because the concepts in advertising may appear to be simple and effective to the advertiser or advertising agency. It
may be difficult from the layman’s point of view.
a. Check list method
b. Consumer Jury method
c. Sales Area Test
d. Questionnaire
e. Recall test
f. Reaction test
g. Readability test
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h. Eye-movement test 171
a. Checklist Method
 The copywriters use checklist method to test the effectiveness of advertising copy.
 The purpose of this method is to ensure that all elements of the advertising copy are included with due importance in
the advertisement.
 As it is a pre-test method omissions can be included in the copy before release of the advertisement.
b. Consumer Jury Method
 This method essentially involves the exposure of alternative advertisements to a sample of jury; of prospects and
securing of their opinion and reactions to the advertisements.
 This test is designed to learn from a typical group of prospective customers gathered in one place or a sample of
prospects that are independently, visited by interviewers or contacted by mail their preference for one advertisement
over the other or for several advertisements out of a group. Mrinal Sharma
172
c. Sales Area Test
 Under this method advertising campaign is run in the markets selected for testing purposes.
 The impact of the campaign is evaluated by actual sales in the selected markets.
 The market with high sales is considered the best market for effective sales campaign. In other markets suitable
changes are made in the advertising campaign.
d. Questionnaire Method
 It is a list of questions related to an experiment. It contains questions and provides space for answers.
 The draft of an advertisement along with some relevant questions is to be sent to a group of target consumers or
advertising experts.
 Their opinions are collected and analysed to find out whether the proposed advertisement is satisfactory or not.
Mrinal Sharma
173
e. Recall test Method
Under this method, advertising copies are shown to a group of prospects. After few minutes they are asked to recall and
reproduce them. This method is used to find out how far the advertisements are impressive.
f. Reaction Test
The potential effect of an advertisement is judged with the help of certain instruments, which measure heartbeats,
blood pressure, pupil dilution etc. Their reactions reveal the psychological or nervous effects of advertising.
g. Readability Test
All the listeners of advertisements cannot read it equally. So respondents are drawn from different socio economic and
geographical backgrounds. This method is used to find out the level of effectiveness when and advertisement is read.
Mrinal Sharma
174
h. Eye Movement Test
The movements of eyes of the respondents are recorded by using eye observation camera when advertisements are
shown to them in a screen. This helps to find out the attention value of advertisement.
Mrinal Sharma
175
Copy Testing- Post Testing/ Market Research Measures
Measure
Recognition Assesses whether advertising has successfully

and Recall influenced brand awareness and influenced brand-
related thoughts and feelings
Emotional Provides indicators of whether advertisements

Reaction have emotionally aroused consumers.
Persuasive Represents prebehavioral indicators of whether an

Impact advertisement is likely to influence purchase intentions
and behavior.
Sales Determines whether an advertising campaign has

Response affected consumers’ purchases of an advertised brand.
Mrinal Sharma
176
Illustrative Message Research Methods
Mrinal Sharma
177
Measures of Recognition and Recall
• Starch Readership Service

• Reader awareness of magazine ads service that examines reader awareness of ads in
consumer magazines and business publications
• Measures the primary objective of a magazine ad—to be seen and read
• Eligible readers are classified as:
• Noted
• Associated
• Read some
• Read most
Mrinal Sharma
178
• Starch Readership Service’s ADNORM index

• Used to compare an advertisement’s scores against other ads in the same product category as
well as the same size (e.g., full page) and color classifications (e.g., four-color ads)
Mrinal Sharma
179
Table
Figure10.1
10.1
Starch-Rated
Advertisement for
the Kia Sorento
• 39% noted the ad
• 37% associated it
• 27% read some copy
• 10% read most of copy
10
–
18
• Bruzzone Research Company (BRC)

• Conducts online testing of consumer recognition and recall of advertisers
in television commercials
• Asks subjects if they remember the advertiser’s name when reviewing the ad
with anything identifying the brand now removed
• Bruzzone Test
• Provides valid prediction of actual marketplace performance along with being
relatively inexpensive
• Doesn’t provide a before-the-fact indication
• Offers important information for evaluating a commercial’s effectiveness and
whether it should continue to run
Mrinal Sharma
181
• Advertising Response Model (ARM)

• Links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad
and the advertised brand and to their purchase interest
Mrinal Sharma
182
Script for Taco Bell’s “Carne Asada Taquitos” Commercial
Advertising Response Model (ARM)

Example
Mrinal Sharma
183
Advertising Response Model (ARM) for the
“Carne Asada Taquitos” Commercial
Mrinal Sharma
184
Key Scenes and Questions

from BRC’s Test of the
“Thanking the Troops”
Commercial
Mrinal Sharma
185
Advertising Response Model (ARM) for
the “Thanking the Troops” Commercial
Mrinal Sharma
186
• Day-After Recall Testing

• The Ipsos-ASI Next*TV Method
1. Recruit viewers
2. Mail sample video to national sample of consumers
3. Consumers view video with embedded advertisements
4. Day after viewing, consumers are contacted to measure their reactions to the TV
program and advertisements
5. Calculation of message recall
Mrinal Sharma
187
• Advantages of In-home Videotape Sampling

• In-home exposure makes it possible to measure advertising effectiveness in a natural
environment
• Possible to assess the ability of TV commercials to break through the clutter, gain the
viewer’s attention, and influence message recallability and persuadability
• Measuring recall one day after exposure, it can determined how well tested commercials are
remembered after a delay period
• Videotape technology allows the use of representative national sampling
Mrinal Sharma
188
• The Recall Controversy

• Recall simply measures whether an ad is received but not whether the message is accepted
• Recall is age-biased in favor of younger consumers
• Recall scores generated by ads are not predictive of sales performance—scores and sales do not
increase in tandem
• Recall testing understates the memorability of commercials that employ emotional or feeling-oriented
themes and is biased in favor of rational or thought-oriented commercials
Mrinal Sharma
189
Measures of Emotional Reaction
Measuring Consumers’
Emotional Responses
to Advertisements
Physiological Measures
Brain Imaging Self-Report Measures
(Galvanometer and
(fMRI) (Verbal and Visual)
Pupillometer)
Mrinal Sharma
190
Measures of Persuasion
• ARS (Advertising Research System) Persuasion Method

• Pre- measure: respondents indicate brands they would prefer to receive if selected to win free
items.
• Post-measure: After watching a television program with an embedded test commercial,
respondents again indicate which brands they would prefer to receive if selected in a draw.
• The ARS Persuasion Score
• The post measure percentage of respondents preferring the target brand minus the premeasure
percentage who prefer that brand
• Post % for target brand – Pre % for target brand
• The higher the ARS Persuasion score, the greater the likelihood that a tested commercial will
produce positive sales gains when the focal brand is advertised under real-world, in-market
conditions.
Mrinal Sharma
191
Measures of Sales Response
• Single-Source Systems
• Gather purchase data from panels of households and merge them with household demographic
characteristics and with information about causal marketing variables such as advertisements
that influence household purchases
• Data Collection Technology

• Electronic television meters
• Optical laser scanning of universal product codes (UPC symbols)
• Split-cable technology.
Mrinal Sharma
192
• ACNielsen’s ScanTrack
• Panel members use handheld scanners to enter:

• Coupons used
• Record store deals
• Record in-store features that influenced their purchasing decisions
Mrinal Sharma
193

• IRI’s BehaviorScan
• Records household purchases by linking up optically scanned purchases with ID numbers
• Collects detailed demographic information
• Measures household exposure to new television commercials under real world test conditions
• Weight tests—panel households are divided into test and control groups
• Copy tests—holds the amount of weight constant but varies commercial content
Mrinal Sharma
194
Copy Testing- Concurrent Testing
1. Consumer Diaries
Under this method, diaries are supplied to a few selected customers. They are also informed to record the details of
advertisements they listen or read.
The diaries are collected periodically. The result obtained from such a survey reveals the effectiveness of
advertisement.
2. Co-Incidental Surveys
This method is also called as co-incidental telephone method. Under this method, samples of customers are selected
and calls are made at the time of broadcast of the advertisement programme. The data obtained and analysed will give
a picture about the effectiveness of an advertisement.
3. Electronic Devices
Now a day’s electronic devices are widely used to measure the effectiveness of an advertisement. They are mainly
used in broadcast media. These are auto meters, track electronic units etc.
The following methods are also used to measure the impact of advertisement on the sales volume.
I. Historical method and
II. II. Experimental method
Mrinal Sharma
195
Copy Testing- Concurrent Testing
I. Historical Method
Under this method, recorded facts related to sales before and after advertisements are compared. If an advertisement
is followed with more sales, advertisement is considered to be more effective.
II. Experimental Method
Under this method, the entire sales territory is divided into three or four sub-areas. The advertiser spent different
amount for advertising in different areas. They collect facts regarding sales from these sub-areas. The result is used to
measure the effectiveness of advertisement in boosting sales. Following the result obtained, the advertiser prepares
his advertising budget for future action.
An advertiser has to adopt some follow up measures to increase the effectiveness of advertisement. For this
consumers may be contacted through direct mail after the advertisement is placed
Mrinal Sharma
196
In Detail: Brand Recall
 Brand Recalled for the product/ services being advertised:
Delhi Mumbai
Brand name
Ambi pur 33 21
Aer 25 12
Don’t recall 17 5
Others 4 4
Base 100 100
Q. Could you please tell me the full brand name (or names) of the product being advertised?
* Dummy data
In Detail: Comprehension & Branding
 Treated as a composite and not as a single score
Specific areas of strengths and weaknesses determining a measure
Branding
Understanding Till they showed the brand name, I thought it was
for a completely different brand
Things happen so fast in the ad that it is a little
difficult to figure out what was going on
You could easily get the impression that this is an Ad
for a different brand
On the whole, the ad is a little confusing for an
average person, who does not have the time to
see the ad carefully Things happen so fast in the ad that it is a little
difficult to figure out what was going on
I began to understand the ad only after it was shown A person will not know what was the brand being
a second time advertised if he does not watch the Ad very carefully
In Detail: Branding
Delhi
Delhi Mumbai
%
% Agree
Agree %
% Deviation
Deviation %
% Agree
Agree %
% Deviation
Deviation
Endorsement
Endorsement from
from Average
Average Endorsement
Endorsement from
from Average
Average
Till they showed the name, I

thought it was for a completely 51 63
different brand
A person will not know what was

the brand being advertised if he
23 51
does not watch the Ad very
carefully
You could easily get the

impression that this is an Ad for a 72 86
different brand
Base: 100 Base: 100

Q. I will read out a few statements one by one. Please tell me whether you agree or disagree with each of those.
% Deviation from Average = % agree in study – regional norms
* Dummy data
In Detail: Comprehension
Delhi
Delhi Mumbai
%
% Agree
Agree %
% Deviation
Deviation %
% Agree
Agree %
% Deviation
Deviation
Endorsement
Endorsement from
from Average
Average Endorsement
Endorsement from
from Average
Average
Things happen so fast in the ad

that it is a little difficult to figure 10 46
out what was going on
I began to understand the ad only

20 60
after it was shown a second time
Base: 100 Base: 100
Q. I will read out a few statements one by one. Please tell me whether you agree or disagree with each of those.
% Deviation from Average = % agree in study – regional norms

* Dummy data
In Detail: Uniqueness
Delhi Mumbai
UNIQUENESS
I would remember…
… it as an ad for car freshener 89 58
…it as an ad for car freshner, though I'm sure I would

3 2
forget exactly which brand it is
…it as an ad for ‘Ambi pur’ car freshner 1 0
…it as an ad for ‘Aer’ car freshner 0 0
…only the people in the ad, or the story, or... would not
3 18
remember the product at all
I would have difficulty remembering anything at all

0 2
Base 100 100
Q. If you were watching this ad at home in a relaxed kind of way, without paying too much attention to all details
what would you remember about the product in the ad?.
* Dummy data
In Detail: Persuasion
‘Aer’ ‘Aer’
Delhi Mumbai
PERSUASSION
Mean Persuasion scores 4.31 4.29
Will probably buy (%) 33 44

Will definitely buy (%) 51 43
Base 100
Persuasion Mean Scores (5 point Scale)
Will definitely Will probably May or may Will probably Will definitely
not buy not buy not buy buy buy
01 02 03 04 05
Q. I would want to know how likely is it that you will actually buy the product in the near future.
* Dummy data
In Detail: Message Recall
•Verbatim responses wont be captured; instead the responses would be
post coded in a grid which would include key messages from the
advertisement and 2-3 generic messages associated with the category.
Delhi Mumbai
MESSAGE RECALL
Car fragrance 74 30
Clean air 11 24
Fresh air 15 8
Base 100 100
Q. What was the main thing the ad was trying to say about the brand?
* Dummy data
Communication Evaluation Construct
Composite
Creative Strength Ad Score
Evaluation Rankings
Spontaneous
Recall of TVCs
& Messages
Ad Efficiency
Impact on Evaluation
Intended TG
TV Recall of
Brands
204
10/26/21
Communication Evaluation
In Competitive Context
u t put
pleO
Sa m
205
10/26/21
Recognition & Strength of Advertising
Branded Cut-through
TATA DOCOMO “Wind in My

Vodafone “121 - Tailor” Ad Airtel “House Party” Ad Hair” Ad
Reach(%) Vodafone Airtel TATA DOCOMO

“Made for First Love” Ad “House Party” Ad “Hate Incomplete Stories”
Seen this very ad before [A] 78 91 82
Correct Brand Name Recall [B] 9 5 9
Branded Cut-through [(A x B)/100] 7.02 4.55 7.38
Base (All Respondents) 192 192 192
u t put
Reach of advertising high across category! pleO
Sa m
206
10/26/21
Response to Creative
Airtel
Vodafone Deviations from Average TATA DOCOMO
I feel bored/ felt switched off when this ad comes on TV -1 0 1
I feel in a better mood after seeing this ad
1 5 -5
I feel that the product in the ad is of good/high quality
-1 8 -8
I learnt something new from the ad ( about the brand)
-2 -1 3
I have seen this ad so many times
-1 0 1
I am tired of it
-2 1 1
The ad does not fit with the impression I have of this brand
-1 0 1
The ad is as entertaining as a really good TV program
3 4 -7
The product in the ad seems really very attractive/effective
1 3 -3
It is very easy to confuse this ad as one for a different brand
-2 1 0
I get a good impression of the brand from this ad
3 -2 -2
I feel like buying/trying the brand when I see this ad
1 1 u t put
-2
Base (All respondents): 192 -20 0 -20
20 0 -20
eO
20 ampl 0 20
S
207
10/26/21
Source of Awareness
Q1’ Q2’ Q1’ Q2’ Q1’ Q2’ Q1’ Q2’ Q1’ Q2’ Q1’
Q2’ 13
13 13 13 13 13 13 13 13 13 13 13
TV 65 67 60 68 59 64 39 41 50 41 52 60
Newspaper/magazines 26 30 26 31 20 25 20 27 23 25 22 28
Cinema 7 8 7 10 4 6 4 5 5 7 4 8
Items in the post
6 10 4 7 4 6 4 6 4 6 3 7
(Direct mail)
In the shops 74 74 74 73 72 73 80 80 79 65 76 74
Sponsorship 15 14 13 14 9 8 7 6 11 10 7 8
Radio 8 10 6 9 5 6 5 5 6 6 5 6
Hoardings/Outdoors 65 69 65 68 62 67 58 64 60 54 60 66
Internet/Email 3 4 2 4 2 3 1 2 1 3 1 4
Bus shelter 31 34 30 31 26 29 27 28 26 24 25 29
Promotions 5 8 5 8 3 6 2 4 3 5 3 7
Airtel enjoys highest recall from television during the last quarter
Tata & Idea witnesses a rise in recall through TV …
7572
71 70 70 70
7067 68 69 68 69 69 68 68
67 66 67 66 66 66 66 66 66 67
64 65 65 65
6564 63 62 62 63 62 63 63
61 61 60 60 61
64 59 61 59 59 59
60 57 58 58 58 58 62
55 60 60 56 56
59
5556 57 58
57 57 56 56
55 51 55
53 54
50 52 52 52 51
49 50 50 50 50
49
4547 48 47 47 43 48
46 46 46 42
44 40 45 40
40 39
42 42
41
40 39 40 40 39 39 39
35
30
Apr'12 May'12 Jun'12 Jul'12 Aug'12 Sept'12 Oct'12 Nov'12 Dec'12 Jan'13 Feb'13 Mar'13 Apr'13 May'13 Jun'13 Jul'13 Aug'13 Sept'13
Vodafone Idea Airtel Tata DOCOMO Reliance Aircel
Aircel drops steadily over the last 3 months

Source: All India Brand Tracking data from Apr’12 – Sept’13 - Source of Awareness- TV
10/26/21 209
Product and Brand Management
CASE STUDY 1
A young MBA Mr. Ram Kumar got an opportunity for a job in QUESTIONS
Sydney, Australia. The contract was for 3 years only. Mr. Ram
Kumar did not want to stay in Australia, but interested to start a 1. Suggest advertising strategies for this product.
business in India. He was based in Mumbai and had earned
enough money to start his own business in India. While in 2. After a few years, Mr. Ram Kumar made
Australia he got very interested in water beds which were used product specially for hospitals and patients
by many households. He listed the advantages of the water beds: and sold them for a low cost ` 2500, this led to
greater sales and usage. What change in the
(a) Water beds were made of PVC mattress full of water.
strategies be then made for cheaper products.
(b) The water needed to be changed once in six months.
(c) The water could be heated in winter to keep warm.
(d) It applied equal pressure on every points of the body.
(e) This ensured healthy and comfortable sleep.
(f) PVC used in water beds was of very high quality. It was sturdy
and could stand considerable impact if children would play on it.
(g) It would not damage or leak.
(h) It was also used in hospitals and patients at home.
After enlisting these attributes of water beds Mr. Ram Kumar

started manufacturing water beds and needed to communicate
customers of its use and advantages.
10/26/21 210
CASE STUDY 2
The soap market in India is very large and basically it is divided in 2 segments, the popular segment and the premium segment. The popular
soap consists of cheaper soaps including Lifebuoy, Lux, Hamam, Rexona, Iai etc., and contain about 85% of the market. The premium soaps
are Cinthol, known as deodorant soap, Mysore Sandal, soap for its exclusive perfume and ethnic character and its different shape and
packing. Medi Mix as an Ayurvedic soap, Neko as a medical soap and Pears as a special brand soap.
Characteristics and Image

The advertising of Pears, which is manufactured by HLL, done by Lintas and Pears had only 2% share of the total market and 10% of the
premium soap market. It had built its reputation through years of advertising. It provides a bundle of satisfaction to the consumers:
(a) It was transparent—you could see through it.
(b) Mild and pure.
(c) Contained Glycerine which was useful for skin in winters.
(d) It was difficult to manufacture.
(e) Some considered it as a foreign soap. It was short supply for some time.
(f) It was considered as a special soap.
(g) Some thought that it was only for babies.
(h) Mostly the advertisement was aimed at mothers, children and little babies.
(i) The price was high.
This led to its exclusivity and most of the customers were from upper or upper middle classes. The HLL then asked their advertising agency
Lintas to design and campaign to boost the sales. As number of suggestions had come up during research and discussion:
(j) The sale of Pears could be increased by either persuading the present consumers to buy more or make new customers.
(k) Most of the customers

10/26/21 were using it in winters only. Theu could be persuaded to use Pears throughout the year. 211
CASE STUDY 2
The Company was advised to offer a reason for purchase. So, the company was asked to create an appeal on the past strength of Pears. So,
they looked back on the past advertising Ads. The earlier ads were aimed at sweet girls well dressed with the caption.
(a) “Waiting to be beautiful lady.” It gave the image of its being a children’s soap.
(b) Then came the Ad. emphasizing its translucent characteristics. “A soap so pure you can see through it.”
(c) “Pears soap keeps your complexion and skin young.”
(d) “Meet the soap with nothing to hide except your age.”
(e) “Pears makes you look younger and glycerine gives it the extra glow.”
(f) “Young skin can be yours as long as you use Pears” or “It is the Kiss of Youth.”
(g) “The bath with Pears is a “Young bath.”
(h) (h) “Mrs. Dubey has an 18 years old daughter and skin just as young.”
These were the options suggested for advertising
Questions
1. Count on the different creative approaches presented by the agency.

2. Can you suggest a mixture of these Ads and why?
3. As the youth men are also very beauty conscious and visit beauty parlours for facial and other beauty Ads. Can you suggest other
creative approaches for men and general use for everybody?
10/26/21 212

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Advertising and Sales Promotion

 Understand the concept of advertising

 Learn the meaning and definition of advertising

 Examine the origin and development of advertising

 Understand about contemporary advertising

 Discuss various types of advertising

 the Advertising Planning Framework

 Advertising is a powerful communication force and is highly visible

and images, etc.

 The average consumer is exposed to a very large number of

advertisements every day, particularly the urban and semi-urban

The elements of advertising are:

(i) It is a mass communication reaching a large group of consumers

(ii) It makes mass production possible

(ii) It should suggest better solutions to their problems.

(v) The function of advertising is to increase the profitable sales volume.

(ii) To communicate with consumers. This involves decision regarding copy.

and retailers, to instill confidence in organisation.

38.4 38.3 39.1 38.8 39.1

Digital TV Print Others

Digital TV Print Others

1. 2. Response 5. Target 6. Intended

Local Direct Primary Radio & Public

Regional Indirect Factual/ Selective

Covers particular region – common language, common culture

Undertaken by manufacturers of branded goods, using all

Crafted in such a way so as to generate quick response from

Advertiser just tries to influence audience to choose his brand

Implementing pathos to touch sentiments and thus swaying

Factual demonstration is employed to give rational reasons to

To attract customers to a particular product

Reminder Oriented Advertising

To create distinct brand image

End users (chosen segment employing demographic/

Intended towards particular industry professionals,

This is the type when advertiser wants to introduce a range of

When advertiser wants consumers to select his brand over

companies aligning their values with a greater good

Where are we?

 It’s a Summation of current knowledge:

 The Marketing Objective is a number which is measurable. It includes

o Total Sales Volume

o Sales Volume by products, market segments, customer type etc.

o Growth rate of sales volume

o Product line extension/ discontinuation

o Develop Pricing Policies

 Objectives lead to strategies

 Strategies guide us how to achieve objectives

 Select the target market (geographical as well as customer segments)

 Determine the marketing mix for the market

 Position the product for each market

 Positioning is not what you do to the product

 Positioning is what you do to the mind of the prospect

more important is the psychological positioning of the potential products

 Repositioning of existing products

 Advertisers can choose to position a product on its:

o Attributes and benefits