ADVERTISING &

SALES MANAGEMENT
Importance of Advertising
 “Advertising is telling and selling”
 Though it is one of the several functions
of marketing, it has taken the form of an
independent discipline.
The Meaning of Advertising
 The term originates from the Latin “adverto”, which
means to turn round.
 Advertising thus denotes the means employed to
draw attention to any object or purpose.
 “It is a paid form of non personal presentation an
promotion of ideas, goods or services by an
identified sponsor.”
 Through advertisement, the advertiser intends to
spread his ideas about his products among this
customers and prospects.
 Popularization is the basic aim of the advertising
activity
Key Components of the Advertising Job

 Decide the advertising objectives to be

accomplished
 Determine the target audience at whom the
message is to be aimed
 Decide the advertising appropriations
 Select the media
 Construct the actual advertisement in the
pretest its efficiency
 Coordinate the advertising effort with the rest of
the promotional Programmes
Four Major Decision Areas
 Deciding the Advertising Objectives
 Deciding the Budget

 Deciding the Copy

 Deciding the Media

Deciding the Advertising
Objectives
 Objectives are essential because it helps the marketer
know in advance what they want to achieve and it also
helps ensure that they are proceeding in the right
direction
 Goals are also made real through objectives leading to
effective development of advertising Programmes for
meeting the objectives.
 As Advertising became a business task it was imperative
that it was expected to yield results proportionate to the
effort and cost involved.
Two distinct schools of
thought
 What should be or what could be the objectives of
advertising?
 One school has it that advertising must bring in more
sales and therefore advertising objectives should
certainly include sales growth.
 The other school feels that advertising is about
communication and therefore goals should be intended
to shape awareness and attitudes of consumers.
 “Advertising that does not sell is a waste” –David
Ogilvy
 Conflict Remains: Communicating certain ideas Vs
Direct Sales Task role
Four Sets of
Constructs/Themes
 The behavioral constructs e.g.. Trial
purchases and store visits
 Attitude; Attitude change and attitude
measurement
 Awareness; creating awareness of new
products and ideas
 Image creation and positioning (or
reinforcing)
Areas of Ad Objectives
 Introduction of new products in the market
 Expansion of the market for the existing products/brands
 Building a long term consumer franchise for the firm
 Countering Competition
 Reminding Customers
 Reassuring the customers by removing post purchase dissonance
 Building up brand image and company image
 Aiding the total selling function by taking the customer through all the
steps from awareness to purchase involved in the selling process
 Closing an immediate sale (Clincher ads)
 Supporting other sales promotion activities
 Stimulating impulse buying
 Enthusing the channel to stock the product
 Supporting and supplementing the salesman’s effort
 Supporting and supplementing the dealer’s selling effort
Advertising
How Advertising Works
 ““AIDA”
AIDA”

 Attention
 Interest
 Desire

Action!
AIDA (Awareness, Interest,
Desire, Action)
 The AIDA sequence is conceptualized by
Strong (1925)
 Here the consumer is moved along a linear
continuum of internal states from
unawareness to awareness
 Then interest is elicited and desire (for the
brand) is aroused.
 Finally, the consumer is stirred into action.
Linear Communication and the
Hierarchy of Effects
 Theories reflect the methods and assumptions of
cognitive psychology.
 Analogy is drawn between the information
processing of computers and that of humans
 These research traditions have been drawn on by
models of advertising persuasion
 The consumer’s resistance is broken by an
accumulation of advertising effects hence the
expression “hierarchy of effects”
 The consumer processes information like a
computer sequentially according to rules
Hierarchy of Effects
 The hierarchy of effect represents “compounding
probabilities” (Percy et al. 2001)
 It is also criticized on the grounds that it conceives
of advertising consumption as an essentially dyadic
process transmitted through a media channel to an
individual viewer and consumed in social isolation
 A further criticism is that it represents only high
involvement purchases: many or most purchases
are spontaneous and do not engage consumers in
such rational processing
Social Process Vs Emotional
Process
 Ineluctably social process (Ritson and Elliot,
1999) – we do not generally view ads in an
experimental booth-our interpretation of them is
normally framed by the social context in which
we encounter them.
 Elliot, 1998; Holbrook and Hirschman, 1982 –
Subsequent models have incorporated stronger
elements of consumer emotionality into the
persuasion process to reflect the often irrational
and quirky motivations behind consumer
behavior.
Cognition
 Cognition (Thinking) refers to the rational appeal of
advertising as for example, a motor car ad which includes
data on engine performance or utility features.
 The affective stage refers to the emotional response of the
consumer to an ad. Not only does the ad seek to engage
with the consumer on a rational level by emphasizing
product benefits; it also tries to elicit a positive emotional
response with pleasing imagery and alluring symbolism.
 Motor car ads typically feature the engine and other product
data plus a carefully shot picture of the car and its
occupants in a pleasing setting.
 The emotional response is: desire, triggered by
identification. Finally conation refers to action: the
combination of rational and emotional appeal in the same ad
might act persuasively and motivate a purchase response.
Advertising
How Advertising Works
 Some things we know about people.
 “People read what interests them,
sometimes it’s an ad.” (Gossage)
 People are strategic - they look out for
their own best interests.
 People are bombarded with messages
 A key concern is getting through clutter
 People (and advertising) work from
both logic and emotion
The Linear Model of
Communication
NOISE

SENDER ENCODE MESSAGE DECODE RECEIVER

NOISE
 Limitations of Linear Model
 It is easy to interpret in such a way that meaning and message are understood
to be synonymous. This risks misconstruing the interpretative possibilities.
 Oversimplification of the customer’s cognitive engagement with advertising
by emphasizing a singular message that has one unproblematic meaning.
 The advent of parallel processing: the assumption that computers and human
brains can process one bit of data at a time as been challenged by more complex
models
 The implication that explicit attention must be given to an ad is erroneous.
 The linear model of communication with its sequential processing translates
conveniently into a model of persuasion if these stages are replaced with
attitudinal or behavioral states (AIDA). A lot of research goes on in measuring
these states as they are an indicator of the likelihood of purchase (and therefore
an indicator of success of the advertisement campaign). Thus these are necessary
conditions for advertising to achieve its marketing goals but not sufficient. Eg. A
consumer may be aware of ad or may even like an ad but that does not mean he
will buy the product.
Advertising
How Advertising Works
 The Lavidge-Steiner
Purchase
Learning Model
 How people “learn” ads Conviction
 Begins with Awareness
Preference
 Moves to Conviction
and Purchase Liking
 NOTE: Process may be
quite rapid and you Knowledge
may try before being
totally convinced
Awareness
Key
The SingleConcepts
Biggest Thing:
 Advertising
Advertising dollars
dollars have
have great
great “elasticity”
“elasticity”

 Planning
Planning and
and implementing
implementing thethe Right
Right Advertising
Advertising
is
is usually
usually critical
critical for
for success
success in
in the
the marketplace
marketplace
 The
 The Wrong
Wrong Advertising
Advertising is
is usually
usually worthless
worthless
 Advertising
Advertising can
can be
be The
The Single
Single Biggest
Biggest Thing
Thing

 ItIt can
can probably
probably impact
impact sales
sales more
more than
than any
any other
other
element
element of of the
the marketing
marketing mix
mix..
 And
And …
… it
it is
is the
the most
most fun!
fun!
Key
The SingleConcepts
Biggest Thing
 Advertising
Advertising is
is just
just aa part
part of
of “The
“The Five
Five Ps”
Ps”
 All
All of
of “IMC”
“IMC” is
is important
important
 However...
However...
 Advertising
Advertising dollars
dollars are...
are...

 Often,
Often, the
the biggest
biggest item
item in
in the
the marketing
marketing budget
budget
 The
 The most
most visible
visible part
part of
of marketing
marketing spending
spending
 The
 The most
most controllable
controllable marketing
marketing activity
activity
 Advertising
Advertising is
is often…
often… “the
“the tail
tail that
that wags
wags the
the
marketing
marketing dog”
dog”
Key Concepts
Campaigns:
 Origin
Origin of
of term
term
 Military
Military Campaigns
Campaigns
 Political
Political Campaigns
Campaigns
 Advertising
Advertising Campaigns
Campaigns
Key Concepts
Campaigns:
 Origin
Origin of
of term
term
 Fr. campagne, It. campagna - open country
suited to military maneuvers
 Campaign - a series of military operations with
a particular objective in a war
 Campaign - a series of organized planned
actions with a particular purpose, as for
electing a candidate.
Key Concepts
Campaigns:
 Military
Military Campaigns
Campaigns

“Victory is my objective.
War is my strategy.”
Winston Churchill
Key Concepts
Campaigns:
 Military
Military Campaigns
Campaigns
 “a series of military operations with a particular
objective in a war”
 Advertising and marketing use both
the language and the military
mindset
 Example: a very popular
marketing book…
 Key Concepts
Campaigns:
 Political
Political Campaigns
Campaigns

 Each single geographic or

statewide campaign may have
 In politics, as in war, you have its own objectives and
to pick your battles. National strategies which contribute
political campaigns focus on to the overall campaign.
key states and voter groups.
 The objective is a majority
in the Electoral College.
Key Concepts
Campaigns:
 Advertising
Advertising Campaigns
Campaigns

“Advertising
is a team sport!”
Key Concepts
Campaigns:
 Advertising
Advertising Campaigns
Campaigns
 A team effort
 Structured and
sequential
activities
 An imaginative
re-integration of
new and existing
factors
 Shared objectives
and strategies
Key Concepts
Advertising Campaign:

 Next, we’ll show you four billboard ads for

a telecom company in Kansas City - Birch
Telecom
 Then, we’ll discuss some of the basic
common elements needed in an
advertising campaign
 Here’s the first ad...
Key Concepts
Advertising Campaign:
Key Concepts
Advertising Campaign:
Key Concepts
Advertising Campaign:
Key Concepts
Advertising Campaign:
Key Concepts
Advertising Campaign:

 What
What were
were the
the common
common elements?
elements?
1.
1. ____________________________
____________________________
graphic look
2.
2. ____________________________
____________________________
strategic message
3.
3. ____________________________
____________________________
benefit statement
4.
4. ____________________________
____________________________
brand personality
5.
5. ____________________________
____________________________
executional elements - the dog
6.
6. ____________________________
____________________________
anything else?
Key Concepts
Advertising Campaign:

 Campaigns
Campaigns are
are built
built with…
with…

Plans & Strategies

Key Concepts
Plans & Strategies:
 Organized
Organized Actions
Actions and…
and…
 ““Imaginative
Imaginative Reintegration”
Reintegration”
 Plans
Plans &
& Strategies
Strategies are
are aa combination
combination of:
of:

 Tightly
Tightly organized
organized planned
planned actions
actions
 Unique
 Unique strategic
strategic configurations
configurations
 Plans
Plans may
may contain
contain strategies
strategies
 Strategies
Strategies need
need plans
plans to
to be
be implemented
implemented
Key Concepts
Plans & Strategies:
 Kenichi
Kenichi Ohmae
Ohmae (head
(head of
of McKinsey
McKinsey Japan)
Japan)
“In business as on the battlefield, the object of
strategy
is to bring about the conditions most favorable
to one’s own side.
In strategic thinking ,
one first seeks a clear understanding
of the particular character of each element of a
situation,
and then makes the fullest possible use
of human brainpower to restructure the elements
in the most advantageous way.”
Key Concepts
Plans & Strategies:
 Kenichi
Kenichi Ohmae
Ohmae (head
(head of
of McKinsey
McKinsey Japan)
Japan)
“Phenomena and events in the real world
do not always fit a linear model.
Hence, the most reliable means of dissecting a
situation
into its constituent parts and then reassembling them
in the desired pattern is not a step-by-step
methodology such as systems analysis.
Rather, it is that ultimate non-linear thinking tool,
the human brain.”
Key Concepts
Plans & Strategies:
 Kenichi
Kenichi Ohmae
Ohmae (head
(head of
of McKinsey
McKinsey Japan)
Japan)
“No matter how difficult or unprecedented the
problem,
a breakthrough to the best possible solution
can come only from a combination of rational analysis
based on the real nature of things,
and imaginative reintegration
of all the different items into a new pattern
using nonlinear brain
power.”
Key Concepts
Plans & Strategies:
 Now let’s talk about Plans
 Marketing Plans are written:
 By the Advertisers
 By their Advertising Agencies
 Creative Plans may be called:
 Creative strategies
 Creative blueprints
 Creative platforms
 Creative briefs
 And sometimes the word “communication” replaces
the word “creative”
Key Concepts
Plans & Strategies:
 Plans
Plans contain
contain Strategies
Strategies and
and vice
vice versa
versa
 Marketing
Marketing Plans
Plans may
may also
also have
have Strategies
Strategies
and
and Plans
Plans for
for Sales
Sales Promotion
Promotion and
and PR
PR
 The
The Campaign
Campaign will
will also
also have
have

 A
A Media
Media Strategy
Strategy -- and…
and…
A
 A Media
Media Plan
Plan
 Media
 Media Departments
Departments write
write Media
Media Plans
Plans
 The
The Advertising
Advertising Strategy
Strategy determines
determines the
the
Creative
Creative Objective
Objective and
and the
the Media
Media Objective
Objective
Key Concepts
Plans & Strategies:
 Here’s
Here’s aa graphic
graphic representation…
representation…
Marketing Objective
Sell one million of product

Market Strategy/Creative Market Strategy/Media

Establish brand as superior
Creative Objective
Establish brand as superior
Creative Strategy
To be determined
Target audience W 18-49
Media Objective
Deliver Advertising to
Target audience W 18-49
Media Strategy
To be determined
Key Concepts
Plans & Strategies:
 Who’s
Who’s going
going to
to manage
manage all
all of
of this?
this?
 At
At the
the client,
client, Director
Director of
of Marketing
Marketing

 Responsible
Responsible for
for Marketing
Marketing

 Usually
Usually sets
sets Marketing
Marketing Objective
Objective and
and Budget
Budget

 Agency
Agency is
is responsible
responsible for
for Advertising
Advertising

 Good
Good agencies
agencies seek
seek to
to do
do this
this work
work for
for their
their clients
clients
 At
At the
the agency,
agency, Account
Account Managers:
Managers:

 They
They are
are the
the link
link to
to the
the client
client
 They
 They develop
develop strategy
strategy -- or
or lead
lead development
development
 They
 They manage
manage the the resources
resources of of the
the agency
agency
 and,
 and, very
very often,
often, they
they write
write the
the Plans
Plans
Key Concepts
Plans & Strategies:
 Agencies
 Agencies turn
turn strategies
strategies into
into ideas
ideas
 And
 And they
they turn
turn those
those ideas
ideas into
into ads
ads

 Creative
Creative people
people actually
actually make
make the
the ads
ads
 Copywriters
 Copywriters and
and art
art directors
directors
 Agencies
 Agencies turn
turn plans
plans into
into campaigns
campaigns

 Clients
Clients and
and account
account management
management determine
determine needs
needs and
and
budgets
budgets
 Media
 Media departments
departments turn
turn budgets
budgets and
and strategies
strategies into
into Media
Media
Plans
Plans
Key Concepts
Plans &
& Strategies:
 To
To make
make plans
plans and
and strategies
strategies work,
work, aa lot
lot of
of
people
people have
have to
to work
work together.
together.
 And
And that
that means
means they
they have
have to
to speak…
speak…

The same
language!
Key Concepts
Vocabulary:
Vocabulary:
 The
The Language
Language of
of Marketing
Marketing &
& Advertising
Advertising
 Original concepts came from military

 Now the business of marketing has its

own intellectual infrastructure - a way of
thinking and a way of talking
 Understanding the specific meanings of key
words and concepts is critical
Yes, it will be on the test!
Key Concepts
Vocabulary:
Vocabulary:
 Mission:
Mission: Overall
Overall goals
goals &
& values
values your
your
“reason
“reason forfor being”
being”
 Objective:
Objective: What
What you
you want
want to
to accomplish
accomplish..
 Strategy:
Strategy: How
How you
you are
are going
going toto do
do it.
it.
 Tactic:
Tactic: Specific
Specific action.
action. (Should
(Should be be
specific
specific action
action that
that helps
helps meet
meet strategic
strategic
goals
goals -- tactics
tactics should
should be
be on
on strategy.
strategy.))
 Remember, objectives first, then
strategy. (If you don’t know where
you’re going, any road will take you
there.)
Key Concepts
Vocabulary:
Vocabulary:
 Mission:
Mission: Overall
Overall goals
goals &
& values
values your
your
“reason
“reason forfor being”
being”
 Objective:
Objective: What
What you
you want
want to
to accomplish
accomplish..
 Strategy:
Strategy: How
How you
you are
are going
going toto do
do it.
it.
 Tactic:
Tactic: Specific
Specific action.
action. (Should
(Should be be
specific
specific action
action that
that helps
helps meet
meet strategic
strategic
goals
goals -- tactics
tactics should
should be
be on
on strategy.
strategy.))
 Remember the acronym M.O.S.T.
Mission, Objective, Strategy, Tactics
Key Concepts
Vocabulary:
Vocabulary:
The Value
The
 Value Ladder
Ladder “Laddering”
 Value “I’m a good mom”
 Benefit Good food for my family
 Consumer Benefit Kids like it
 Product Benefit Easy to serve
 Feature E-Z Open glass jar
 Attribute Apple sauce is made
from apples
Key Concepts
Vocabulary:
Vocabulary:
 Some
Some More
More Important
Important Words…
Words…
 Target audience - person or group to
whom advertising is directed
 Primary target - the target audience
 Secondary target - usually, the trade
 Demographics - statistical description of
target audience
 Psychographics - psychological traits of
target audience
Key Concepts
Vocabulary:
Vocabulary:
 Some
Some More
More Important
Important Words…
Words…
 Sales Promotion - use of incentives (a small
bribe) to develop or stimulate sales
 Public Relations (PR) - publicity through
non-paid media
 Publics - a PR version of target audience
 Situation Analysis - beginning section of plan
where current situation is evaluated
 “SWOT” Analysis - Strengths, Weaknesses,
Opportunities, and Threats
Key Concepts
Vocabulary:
Vocabulary:
 Some
Some Important
Important Media
Media Words…
Words…
 Reach - percentage of the audience exposed
to an advertising message
 Frequency - average number of times
audience has had the opportunity to see the
message
 GRPs (Gross Rating Points) - the sum of the
ratings points (a point is one percent of the
audience)
 TRPs (Target Rating Points) - this is a subset,
measuring rating points for the target group
Key Concepts
Vocabulary:
Vocabulary:
 Some
Some More
More Important
Important Media
Media Words…
Words…
 CPM (Cost per thousand) - how much it costs
to reach a thousand people (the “M” is the
Roman numeral for a thousand)
 CPP (Cost per point) - how much it costs to
buy a “point” of the broadcast audience
 Share - percentage of an audience tuned to a
specific station
 OK, now that we know how to talk about
advertising, let’s talk about how it works…
works
Advertising
How Advertising Works
 Let’s
Let’s talk
talk about
about how
how advertising
advertising
works.
works. Next,
Next, we’ll
we’ll cover...
cover...
 Some things we know about people

 Some things we know about

advertising messages
 The Lavidge-Steiner Learning Model

 “AIDA”
Advertising
How Advertising Works
 Some things we know about people.
 “People read what interests them,
sometimes it’s an ad.” (Gossage)
 People are strategic - they look out for
their own best interests.
 People are bombarded with messages
 A key concern is getting through clutter
 People (and advertising) work from
both logic and emotion
Advertising
How Advertising Works
 Some things we know about
Advertising
 Branding and Advertising
 Branding = overall brand equity building
 Advertising = specific messages and goals

 Advertising contributes to Branding

 Advertising is concerned with:
 The Advertising Message
 Media Planning and Placement
Advertising
How Advertising Works
 Some things we know about
Advertising
 An
An Advertising
Advertising Communication
Communication Model
Model
Advertising Communication Model
Feedback
Advertiser Audience
Sender Receiver
(Encoder) (Decoder)
MESSAGE
 Note it is more difficult for the audience to
communicate back to the advertiser.
 Feedback is one purpose of Market Research
Deciding the Advertising Budget
(how much should a company
spend?)
 No Standard Formula or Norm
 Varies from industry to industry

 Varies from company to company

 Varies from company to company within same

industry
 Varies within same company over time
General Practices in Budgeting
 Competitive Parity (Competitor Standards)
 Affordability (Small Firms)

 Fixed Percentage of Turnover (1-2% of

turnover; ignores varying requirements of
advertising effort at various stages of PLC)
Based on Functions to be
performed
 Advertising Objectives are Pinpointed
 Their role in achieving the overall marketing
objectives is decided
 Advertising appropriations are decided on a
market to market, product to product and
brand to brand basis
Regression equation
 The regression equation deals with the following variables:

 The unknown parameters denoted as β. This may be a scalar or a vector of length k.

 The independent variables, X.
 The dependent variable, Y.

 Regression equation is a function of variables X and β.

Y = f (X, β)
 The user of regression analysis must make an intelligent guess about this function. Sometimes the form of
this function is known, sometimes he or she must apply a trial and error process.
 Assume now that the vector of unknown parameters, β is of length k. In order to perform a regression analysis
the user must provide information about the dependent variable Y:
 If the user performs the measurement N times, where N < k, regression analysis cannot be performed: there
is not provided enough information to do so.
 If the user performs N independent measurements, where N = k, then the problem reduces to solving a set of
N equations with N unknowns β.
 If, on the other hand, the user provides results of N independent measurements, where N > k, regression
analysis can be performed. Such a system is also called an overdetermined system;

Regression coefficient - when the regression line is linear (y = ax + b) the regression

coefficient is the constant (a) that represents the rate of change of one variable (y) as
a function of changes in the other (x); it is the slope of the regression line
Regression Analysis
 Based on historical data
 Time Series Data: Records of past advertising expenditures and sales
over time
 Cross Sectional Data: Records of advertising expenditure and sales
for a specific period over different markets
 Most firms using Regression Analysis go for Time Series Data
 The aim is to predict dependent variable-sale or market share
 The advertising expenditure level would be one of independent
variables.
 The regression coefficient corresponding to the advertising variable
serves as a measure of the short term response to advertising. it is the
slope of the regression line
The Adaptive Control Model

 The model recognizes that the budget decisions need updating

because the relationship between the advertising and sales
changes over time with changes in market conditions.
 This model starts with a sales response curve and locates an
optimal level of ad expenditure.
 The firm will now experiment with non optimal levels in select
test markets. This is done to get more knowledge about the
sales response curve set originally.
 The new information therefore coming out of experimental
marketing is added to the sales response function for arriving at
current optimal advertising expenditure rate.
The Compromise

 A “compromise budget” is arrived at after considering the

basic questions:

 What is the audience to be reached by advertising?

 What is its size, location etc?
 What are the media available for delivering the advertising
message?
 Of the available media which media or media combination
are likely to most cost effective?
 What are the features of the proposed campaign? Does the
campaign involve single release of an advertisement or
repeat releases? What is the releases proposed?

Therefore, the Advertising Budget is a function of: Advertising

Objectives, Media Decisions and Copy Decisions
Deciding the Copy/Layout
 “Copy”:

 Written Matter
 Pictures
 Labels
 Logo
 Design

 Copy is synonymous with layout

 Copy development has become the task of professional advertising
agencies;
 however copy development becomes successful only when there is close
interaction between the advertiser and the agency
Main Steps in Copy
Development
 Facts Finding Stage

 What is the central issue to be tackled?

 What is the issue to which the total campaign has to
address itself?
 What are the overall communication objectives?
 What is the specific communication objective of the
proposed campaign?

 Advertiser and the agency have to work out literally together

 The agency becomes an insider as far as the advertiser is
concerned.
 The agency gathers and analyses all pertinent data to come to
grip with the problem and to decide the course to be taken
Idea Finding Stage
 Tentative ideas are developed under different “idea heads.”
 They are further processed, developed and screened.
 The less promising ones are eliminated.
 To develop ideas different routes are adopted. Interviewing a selected
sample of target audience is a route normally taken for eliciting ideas.
 Sometimes the agencies also attempt to focus on group interviewing
and brainstorming.
 All processes are aids to get access to some creative ideas on which
the ad man can work further. He has to further develop the theme and
total advertisement story.
 He has to decide: kind of source for conveying message, frame
message, its style and structure.
 He normally the ad man/agency comes up with a number of copy
alternatives and places them before the advertiser.
 The copies are normally tested in selected segments of market before
final decision on choice of copy is made.
The Main elements of a copy
 Message
 Message Structure
 Message Sidedness (One side argument or two side argument)
 Order of Presentation
 Climax Order (Strong points are placed at the end-applies to high interest material); Anti-
Climax (Strong points placed at the beginning-applies to low interest material); Pyramidal
Order (important points presented at the middle-effect is least persuasive)
 Stating Conclusion in a Message (Should there be an explicit conclusion? It is preferable to
leave something out of the message for the audience to guess)
 Message Appeal
 Product oriented appeals
 Physical Features oriented appeal
 Function oriented appeal
 Brand to Brand comparison appeal
 Consumer oriented appeals
 Consumer Oriented appeal (Attitude, Class, Lifestyle)
 Appeals evoking pleasant sensations and moods
 Appeals evoking sense of luxury and distinctiveness
 Humor appeals
 Fear appeal
The Main elements of a copy

 Source
 The Credibility of the Source
 Likeability/Attractiveness of the Source
 The Source’s approach to the views and
Disposition of the audience
Snapshots
 Source tone: soothing, authoritative, upbeat;
familiarity or lack of it.
 Color: Blue-Cold, used to create distance, blue
skies. Red-Intense. Orange (Warm). Black
(Mysterious, Sinister), Purple (Luxury). Colors can
be treated as metaphors for nature: green grass,
brown earth, red blood and passion
 Serif Old Roman Style: Tradition and Authority
 Times, Century Schoolbook (Transitional),
Media Selection
 Deciding on:

 Reach (% of people in the target market exposed to an ad

campaign during a given period)
 Frequency (the no. of times the average person is
exposed to an advertising message in a given period)
 Media Impact (qualitative value of a message exposure
through a given medium) Eg. Radio Vs TV

 More the reach, frequency and media impact advertiser

seeks the higher the advertising budget will have to be.

 Choosing Among Major Media Types

Profiles of Major Media Types
MEDIUM ADVANTAGES LIMITATIONS
Newspapers Flexibility, Timeliness, Good Short Life; Poor Reproduction
Local Market; Broad Quality
Acceptance; High
Believability
Television Combines sight, sound, and High absolute cost; less
motion; appealing to audience selectivity
senses; high attention; high
reach
Direct Mail Audience Selectivity, Relatively High Cost; “Junk
Flexibility; No Competition; Mail” Image
Personalization

Radio Mass Use; high geographic Audio Presentation only;

and demographic lower attention than
selectivity; low cost television; non standardized
rate structures; fleeting
exposure
Magazines High geographic and Long ad purchase lead
demographic time; some waster
selectivity; credibility circulation; no
and prestige; high guarantee of position
quality production; long
life

Outdoor Flexibility; high repeat No audience selectivity;

exposure; low cost; low creative limitations
competition
 Selecting
Specific Media Vehicles (Specific
Magazines, Television Shows, Radio
Programmes)

 Deciding on Media Timing (Scheduling the

advertising over the course of a year)
 Advertising Evaluation
Measuring the communication effect of an ad-copy testing-tells whether the ad is
communicating well.

 Methods of Advertising Pretesting:

 Direct Rating (Exposes to consumer panel to alternative ads and asks them
to rate the ads)
 Portfolio Tests (Consumers view or listen to a portfolio of an
advertisements taking as much as time as they need. They are then asked
to recall all the ads and their content, aided or unaided by the interviewer. )
 Laboratory Tests (Physiological Reactions are measured: heartbeat, B P,
pupil dilation, perspiration. These help measure ad’s attention getting power
but reveal little on belief, attitude or intentions)

 Post Testing Methods:

 Recall Tests (Recall everything they can about the advertisers and products
they saw)
 Recognition Tests (Eg. Readers of a given issue of a magazine are asked
to point out what they recognize as having seen before)
Measuring the Sales Effect
 What sales are caused by an ad that increases brand
awareness by 20% brand preference by 10%?
 Sales effect is harder to measure than communication effect
 Sales are effected by multiple factors apart from advertising:
product features, price, availability etc.

 Methods:

 Past Sales comparison with past advertising expenditures

 Varying Advertising Spends (keeping market areas and
marketing efforts constant)