Role of Advt

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When a marketer or an enterprise has developed a product or service to
satisfy a demand, there is a need for establishing contacts with the target
customer or prospective customer, to eventually sell the product.
The best way is to reach through 4th P of MARKETING MIX
ie PROMOTION, promotion is one of the many means.
The promotion includes advertising, personal selling, sales promotion,
publicity, public relations.
Advertising is a part of marketing, in order to raise awareness and create
interest in the brand.
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The term ‘advertising’ is derived from the original Latin word ‘ADVERTERE’
which means to turn the attention, towards a specific thing.
Every piece of advertising turns the attention of the readers or the listeners or
the viewers or the onlookers towards a product or a service or an idea.
Therefore, it can be said that any thing that turns the attention to an article or
a service or an idea might be well called as advertising.
The simplest meaning of an advertisement is “public announcement”
According to American Marketing Association, “Advertising is any paid form
of non-personal presentation of ideas, goods or services by an identified
sponsor”
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What is Advertising
Advertising is any paid form of non-personal communication from an
identified sponsor using mass media to persuade or influence the
choice of an audience.
Advertising is:
1) Structured and composed non-personal communication of information.
2) Usually paid for and usually persuasive in nature,
about products (goods, services, and ideas)
3) By identified sponsors through various media.

We can define term ‘advertising’ as:
Advertising is a paid form of mass communication that consists of the special
message sent by the specific person (advertiser or company), for the specific
group of people (listeners, readers, or viewers), for the specific period of time,
in the specific manner to achieve the specific goals.
Philip Kotler:
“Advertising is any paid form of non-personal presentation and promotion of
goods, services, or ideas by an identified sponsor.”
William Stanton:
“Advertising consists of all activities involved in presenting to a group a non-
personal, oral or visual, openly sponsored identified message regarding a
product, service, or idea. The message, called an advertisement, is
disseminated through one or more media and is paid for by the identified
sponsor.”
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Advertising includes any informative or persuasive message carried by a non-
personal medium and paid for by a sponsor whose product is in some way
identified in the message. Traditional mass media, such as television and
magazines, are most commonly used. However, the direct mailing of
catalogues, electronic media advertisements featuring computerized
ordering, and other direct-response vehicles are becoming increasingly
popular.
Local, National or Global advertising involves a variety of activities, ranging
from in- store point-of-purchase displays and Sunday newspaper coupons to
satellite TV advertising and sponsorship of symphony orchestras, athletic
events such as the Olympics, Soccer’s World Cup, and major tennis
tournaments.
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Ravindra_pujari@yahoo.com Cell 9303239020

Characteristics of Advertising
1. Tool for Market Promotion:
There are various tools used for market communication, such as advertising, sales
promotion, personal selling, and publicity. Advertising is a powerful, expensive,
and popular element of promotion mix.
2. Non-personal:
Advertising is a type of non-personal or mass communication with the target
audience. A large number of people are addressed at time.
It is called as non-personal salesmanship.
3. Paid Form:
Advertising is not free of costs. Advertiser, called as sponsor, has to spend money
for preparing message, buying media, and monitoring advertising efforts. It is the
costliest option of market promotion. Company has to prepare its advertising
budget to appropriate advertising costs.Ravindra_pujari@yahoo.com
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4. Wide Applicability:
Advertising is a popular and widely used means for communicating with the
target market. It is not used only for business and profession, but is widely
used by museums, charitable trusts, government agencies, educational
institutions, and others to inform and attract various target publics.
5. Varied Objectives:
Advertising is aimed at achieving various objectives. It is targeted to increase
sales, create and improve brand image, face competition, build relations with
publics, or to educate people.
6. Forms of Advertising:
Advertising message can be expressed in written, oral, audible, or visual forms.
Mostly, message is expressed in a joint form, such as oral-visual, audio-visual,
etc.
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7. Use of Media:
Advertiser can use any of the several advertising media to convey the
message. Widely used media are print media (newspapers, magazines,
pamphlets, booklets, letters, etc.), outdoor media (hoardings, sign boards,
wall-printing, vehicle, banners, etc.), audio-visual media (radio, television,
film, Internet, etc.), or any other to address the target audience.
8. Advertising as an Art & Science:
Today’s advertising task is much complicated. Message creation and
presentation require a good deal of knowledge, creativity, skills, and
experience. So, advertising can be said as an art.
It is a science because it involves planning ,organizing, directing, use of
various techniques, principles, methodology, strategies and is quantifiable
or be measured.
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9. Element of Truth:
It is difficult to say that advertising message always reveals the truth. In many
cases, exaggerated facts are advertised. However, due to certain legal
provisions, the element of truth can be fairly assured. But, there is no guarantee
that the claim made in advertisement is completely true. Most advertisements
are erotic, materialistic, misleading, and producer-centered.
10. One-way Communication:
Advertising involves the one-way communication. Message moves from
company to customers, from sponsor to audience. Message from consumers to
marketer is not possible. Marketer cannot know how far the advertisement has
influenced the audience.
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•Advertising is a part of marketing, in order to raise awareness and create
interest in the brand. It helps in creating and identifying the need of the
customers.
•While advertising is a single part of the Marketing mix.
•It is one of the most important part of marketing. By using the right
techniques, not only in the production of the actual advertisement but also
its placement.
•Advertising is the best way to communicate to the customers.
•It create brand awareness and helps to informs the customers about the
brands available in the market and the variety of products useful to them.
•Advertising is for everybody including kids, young and old.
•It is done using various media types, with different techniques and different
methods.
•It is involved in spreading the word about a business, product, or service
offered to the public.
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Salient features or characteristics of a good advertisement are:
(1) it should be simple
(2) it should be capable of holding the reader’s attention
(3) it must be suggestive
(4) it should have conviction value
(5) it should educate the people
(6) it should have memorizing value
(7) it should be true.
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However, we will consider following objectives:
1. To Inform Buyers:
2. To Persuade or Convince Buyers:
3. To Remind Buyers:
4. To Face Competition:
5. To Achieve Sales Targets:
6. To Build and Improve Brand Image:
7. To Help or Educate People:
8. To Build Company Image and Reputation:
9. To Assist Sales Force and Middlemen:
10. Other Objectives:
There are certain minor objectives of advertising, such as:
i. To promote new products or expand the market.
ii. To build long-term relations and to gain confidence of buyers.
iii. To remove misunderstanding.
iv. To request customers to compromise with unavoidable circumstances.
vii. To seek apology of the buyers for any undesirable events, etc.Ravindra_pujari@yahoo.com
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Key Decisions in Advertising:
Advertising is one of – but popular and powerful – tools of market promotion. It
involves a several decisions.
Some experts explain advertising decisions and activities in form of six
‘M’s as under:
1. The first ‘M’ stands for Mission – Advertising Objectives.
2. The second ‘M stands for Money – Advertising Budget.
3. The third ‘M’ stands for Message – Creating Advertising Message and Copy.
4. The forth ‘M’ stand for Monitoring – Managing (organising) of Advertising
Efforts.
5. The fifth ‘M’ stands for Media – Advertising Media Selection and Media
Scheduling.
6. The sixth ‘M’ stands for Measurement – Measuring and Evaluating
Advertising Effectiveness (MEAE).
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ATL, BTL, & TTL Advertising
Marketing activities (basically advertisements) today can be divided
into three segments
Above the Line (ATL),
Below the Line (BTL), &
Through the Line (TTL) Marketing.
The line was originally used to separate marketing activities which had
mass penetration (above the line) to those which had specific penetration
(below the line).
But then, due of the increased competition and development in technology,
emerged through the line marketing activities which blurs the line and
include the use of both ATL & BTL advertising activities.

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Above the Line
Above the Line advertising (often referred as Above the Line promotion/
Above the Line marketing/ ATL marketing/ ATL advertising) consist of
advertising activities that are largely non-targeted and have a wide reach.
ATL communication is done to build the brand and inform the customers
about the product. Conversions are given less importance in above the line
advertising.
To make it simpler-
Above the line marketing includes mass marketing strategies which
are largely untargeted and are focused on building the brand.

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Television
An average Indian watches 4.3 hours of TV in a day. TV advertisements have
a reach from local, to national, and international audience depending on the
TV channel and the contract between the parties.
TV advertisements have a better connection with the users as moving images
with audio are preferred over still images or audio alone.
Radio
Psychologists tell us that consumers need to be exposed to an advertising
message at least three times before it begins to penetrate. Radio is a perfect
option for marketers to fulfill all the frequency and creative demands of an
advertisement. Radio have a local, national, and international reach just like
TVs.

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Print Advertisements (magazine & newspaper)
Local, regional and national print media have a wider reach than any of
the other mediums. Newspapers have fixed ad-slots that are used by the
marketers to inform customers / prospective customers about the brand
or offers. Magazines exist in niches and make it easier for marketers to
reach their niche directly through them.
Advantages of Above the line marketing
Wider Reach
Above the line advertising mediums have a wide (national/international)
reach.
Better Connect with the audience
The mediums like TV and radio use audio-visuals which have a better
connect with the audience.

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Below the Line
Below-the-line advertising (often referred as Below the Line promotion/
Below the Line marketing / BTL marketing / BTL advertising) consists of very
specific, memorable and direct advertising activities focused on targeted
groups of consumers. Often known as direct marketing strategies, below
the line strategies focus more on conversions than on building the brand.
To make it simple. Below the line marketing include direct marketing
strategies directed to specific target groups and focused on conversions
rather than building the brand.

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Outdoor Advertising
Outdoor advertising is usually done in public places and are constantly on
display, have a greater (and more targeted) reach depending on the
locations. They include Flags, Banners, Wraps, Billboards, etc.
Direct Mail Marketing
One of the most personal strategies used by marketers, direct mails (e-
mails, text messages, etc.) are tailor-made messages about the brand or
different offers drafted according to the needs of each customer. Hence this
BTL strategy could result in more conversions if planned properly.
Sponsorship
Sponsorship is a partnership with different corporates or events to get more
impressions and is usually carried as a part of brand building strategies at a
BTL level.

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Through the Line
Through the Line advertising (often referred as Through the Line promotion/
Through the Line marketing / TTL marketing / TTL advertising) involves the
use of both ATL & BTL marketing strategies. The recent consumer trend in
the market requires integration of both ATL & BTL strategies for better
results.
It refers to 360-degree advertising Campaign, which are developed with
the vision of brand building as well as conversions. Sometimes above the
line strategies are used to execute their direct marketing strategies.
To make it simple. It involves marketers to create marketing campaigns
which include both ATL & BTL strategies. This too comes under TTL
marketing.

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A bachelor's degree in advertising is an essential step on the path to a
full-time career in the industry. Students who earn advertising degrees
learn about all facets of the business, such as copywriting, art direction
and media buying, planning and sales.
Career options are:
Advertising, Promotions and Marketing Manager.
Advertising Sales Representative.
Market Research Analyst.
Writer.
Photographer, Film and Video Editor.
Graphic Designer.
Meeting, Convention and Event Planners.

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The profiles
A career in advertising means working in an ad agency, where you
would realise that there are two broad divisions: executive and creative.
The creative side would have the copywriters, scriptwriters,
photographers and visualisers, while the executive side would comprise
of people working in the client servicing and media and market research
departments.
You must know what aspect of the job you would like so you can choose
the side that you would be most comfortable working in.
Qualified professionals with an adequate amount of experience can
make a career in advertising as a freelancer.

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Executive:
The executive department looks after the needs of the client and manages
them so that the client is retained. They also help the company find new
clients. The job responsibility of the media research and planning
department is to select appropriate media (TV, Print or Radio) and record
the placements and timings of advertisements. They also take care of the
financial aspect of placing and sourcing and booking the advertisements
that you see everyday.
Quite a handful, isn’t it?

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Creative:
The Creative department, creates the ad copy (text, pictures, etc To go
along with the ad) and take care of the requirements of the client. They
make the ad, as visualised by the client, a reality. The copywriters write the
text to make an impact on the audience. The copywriter comes up with a
theme and articulates the campaign slogan, write the jingles or the scripts
that goes along with the ad and are responsible for the production of all
promotional literature for advertising the client’s product. They also need to
check final copies and remove all factual and grammatical errors and make
sure that the text looks great! The visualisers and artists draw in the rest of
the picture so that the ad is memorable. They are responsible for sketching,
graphics and the overall look of the ad. Advertising as a career can be quite
fulfilling.

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Required skill set
For you to have a career in advertising, you need to be creative and
communicative. After all, if you choose a particular job profile, it will be your
responsibility to speak to the clients.
For a creative job as a copy writer, visualiser or photographer, a simple
Bachelor’s degree or a degree in Mass Communication is enough. And of
course, a flair for the creative. A working knowledge of Photoshop, Corel Draw
and arts will be required if you are going on for the visualising aspect of the
job. And photographers need to know how to work well with the camera, must
be knowledgeable about good camera angles and appropriate lighting for
each product and also must be good with Photoshop.
For a job with client servicing and media research, a formal MBA degree from
a reputed college is preferred. A job in the field of media research would
require you to have a logician’s bent of mind. A good command over language
is important for both these job profiles.

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The status of this relationship can make a difference between good
marketing campaigns and great ones. This relationship is complex and
is held together by honesty, respect, trust and understanding.
Similar to a personal relationship, the client-agency relationship is a
two-way relationship.
1) Traditional Advertising Agency.
2) Branding Agency.
3) Design Focused Agency.
4) Media Buying & Planning Service.
5) Promotional.
6) PR or Public Relations Agency.
7) Marketing Agency.
8) Digital Agency.

Trends in the Advertising Industry.
• Advertising trends have evolved from
the essentially traditional print ads,
radio and TV spots to new marketing
strategies that include QR codes, co-
branding, content marketing and
online advertising. While print and TV
are steadfast in the ad industry, new
technology is opening new avenues to
reach consumers.
• For businesses that want to stay
ahead of the curve with interactive
advertising, these trends can do just
the trick.
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QR Codes
A QR code, or a “quick response” code, is a two-dimensional symbol akin
to the UPC (Universal Product Code, or "bar code").
A QR code elicits a digital action when scanned by a QR code reader. In
advertising, it has gained traction as an interactive tool in which consumers
can scan the code to retrieve additional information about the product or
promotion. When scanned by a smart-phone, a QR code can initiate
several actions, such as opening a website, making a phone call or
sending an SMS message payment remittance of late.

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Content Marketing
Content marketing is a term that began gaining popularity around 2003
with the birth of social media websites such as Face-book and Twitter.
Content marketing includes advertorials (newspaper or magazine articles
that are written editorially to promote the product), blogs or any other kind
of content that is published on the web for promotional purposes.
As a form of advertising, content marketing is effective at creating
awareness when it comes to brand storytelling.

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Online Advertising
Consumers use the web to find many things, including businesses and
brands. When it comes to capitalizing on reaching consumers, advertisers
are using tools such as Google Ad-Words to create online advertising
campaigns. Ad-Words is a Google product that allows small businesses to
create online advertisements with keyword and budget parameters to target
their primary customers. Other trends in online advertising include
marketing efforts such as search engine optimization (SEO -- the process of
using keywords to get a website to rank higher in results as opposed to
using Ad-Words); social media; mobile devices such as I Pads and other
handhelds; display ads; and website banner ads.

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Agency/Client Roles and Responsibilities
Business Review
Objectives, Strategies and Long-Range Plan
Creative Concepts and Communications Plan
Execute Plan

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Client Requirements
•Consistently shares relevant data and revenue feedback with agency.
•Provides simple and clear picture of business progress in past year.
•Has vision of future of Brand.
•Accurately conveys direction from management and input from staff group.
•Open to challenges from the agency in any area of the business.
•Develop specific, measurable and achievable objectives for Brand and or product offerings.
•Enforces need for single-minded strategy as long-term direction for business—i.e., it should not be
subject to judgement changes.
•Elements of service offerings and business development deployment have a central and consistent
focus.
•Provides scientific rationale necessary to support strategy.
•Accurately conveys direction of management and input from staff groups.
•Fosters environment that encourages appropriate creative risks and innovation.
•Provides clear, complete and honest feedback.
•Allows sufficient funds for meaningful levels of visibility in each element of marketing mix.
•Agrees to reasonable production schedules.
•Remains open, accessible and fair.
•Facilitates and streamlines approval process.
•Assumes responsibility for delays caused by changes in direction.
•Pays agency invoices in timely manner.
•Mindful of agency needs to make a profit in the business relationship.
•Provides at least an annual two-way review of agency relationship.

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•Proposes business-building projects with the potential to have a major impact on the Brand’s business.
•Outlines key research that may ultimately contribute to growth of Brand’s business.
•Recommended target audience and promotional strategies flow logically from the lessons learned with
similar branding clients.
•Elements of long-term communication plan have a central and consistent focus.
•Drafts copy strategy statement that is expressed as simply and succinctly as possible.
•Proposes a meaningful character for Brand.
•Plans reflect experience and involvement of senior agency people.
•Proposed creative concepts have following qualities…
• Clearly on strategy
• Stopping power – a big idea
• Relevance and realism
• Simplicity
• A distinctive and appealing personality
•Communications and media plans emphasize achievement of objectives.
•Alternatives analyzed in light of both quantitative and qualitative factors.
•Develop new ways of doing things.
•High standard of accuracy, thoroughness and consistency.
•Work completed on time.
•Work completed within budget.
•Careful custodians of client budgets.
•Follows projects through necessary involvement of client staff groups.
•Accurate and timely communication – contact reports, financial/budget updates.
•Reacts quickly to find solutions to problems.

Role of Advt

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