This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development This slide is mainly useful for BBA student of Madras University 5th-semester students

1. Vel Tech Ranga Sanku Arts College
BBA 5th Sem
N Arunagiri
Itsmearunin@gmail.com

2.  Unit 1
Advertising: Advertising, objectives, task and
process, market segmentation and target
audience — Message and copy development
UNIT 2
Media: Mass Media - Selection, Planning and
Scheduling — Web advertising — integrated
programme and budget planning.

3.  UNIT 3
Implementation: Implementing the programme
coordination and control — Advertising
agencies —Organization and operation.
UNIT 4
Sales Promotion: Why and When Sales
promotion activities, Consumer and sales
channel oriented — planning, budgeting and
implementing and controlling campaigns.

4.  UNIT 5
Control: Measurement of effectiveness — Ethics,
Economics and Social Relevance
REFERENCE BOOK
 Bhatia, T.K., Advertising and Marketing in Rural India,
2ndEdition, Macmillan India Ltd., 2007.
 Hackley, C., Advertising and Promotion: An integrated
communications approach, 2nd Edition, Sage
Publications, 2010.
 Jefkins, F., Advertising, 4th Edition, Pearson, 2002.
 Wells, W.D., Burnett, J. and Moriarty, S., Advertising:
Principles and Practice. 7th Edition, Pearson, 2007.

5.  “Advertising is any paid form of non-personal
presentation and promotion of goods,
services, or ideas by an identified sponsor.-
philp kotler
 “Advertising is a printed, written, oral and
illustrated art of selling. Its objective is to
encourage sales of the advertiser’s products
and to create in the mind of people,
individually or collectively, an impression in
favour of the advertiser’s interest.”- frank
pressure

6.  Tool for Market Promotion
 Non-personal
 Paid Form
 Wide Applicability
 Varied Objectives
 Use of Media

7.  To Inform Buyers
 To Persuade or Convince Buyers
 To Remind Buyers
 To Face Competition
 To Achieve Sales Targets
 To Build and Improve Brand Image
 To Help or Educate People
 To Build Company Image and Reputation

8.  Paid form
 Non personal presentation and promotion
 Idea , good and service
 Identified sponsor
 Controlled
 Mass communication

9.  Communications with consumers
 Persuasion
 Contribution to economic growth
 Catalyst for change
 Stimulates demand
 Strengthens other promotion mix elements
 Develops Brands preference

10.  Reduce Cost
 Lowers price
 Builds brand image
 Growth of media

12. Briefing:
the advertiser needs to brief about the product
or the service which has to be advertised and
doing the SWOT analysis of the company and
the product

13.  Knowing the Objective:
one should first know the objective or the
purpose of advertising. i.e. what message is
to be delivered to the audience?

14.  Market Research:
this step involves finding out the market
behavior, knowing the competitors, what
type of advertising they are using, what is
the response of the consumers, availability
of the resources needed in the process, etc.

15.  Setting the Budget:
then the advertising budget has to be planned
so that there is no short of funds or excess of
funds during the process of advertising and
also there are no losses to the company.

16.  Media Selection:
now that the target audience is identified,
one should select an appropriate media for
advertising so that the customers who are to
be informed about the product and are
willing to buy are successfully reached.

17.  Target Audience: the next step is to identify
the target consumers most likely to buy the
product. The target should be appropriately
identified without any confusion. For e.g. if
the product is a health drink for growing
kids, then the target customers will be the
parents who are going to buy it and not the
kids who are going to drink it.

18.  Designing and Creating the Ad:
first the design that is the outline of ad on
papers is made by the copywriters of the
agency, then the actual creation of ad is
done with help of the art directors and the
creative personnel of the agency.

19.  Place and Time of Ad: the next step is to
decide where and when the ad will be
shown.

20.  Execution:
finally the advertise is released with perfect
creation, perfect placement and perfect
timing in the market.

21.  Newspaper
 Magazine
 Radio
 Television
 Directories
 Outdoor and transit
 Direct mail, catalogues and leaflets
 Online

23.  • Segmentation - grouping consumers by some
criteria
 Targeting - choosing which group(s) to sell to
 Positioning - consumer perception of a brand or
product relative to the perception of competing
brands or products

24.  The STP process demonstrates the links between an
overall market and how a company chooses to
compete in that market. It is sometimes referred
to as a process, with segmentation being
conducted first, then the selection of one or more
target markets and then finally the implementation
of positioning.

26.  Segmentation is diving the market into smaller
groups of buyers with distinct needs,
characteristics, or behaviors that might require
separate marketing strategies or mixes.

29.  After dividing the market into segments, the
organization then evaluates the different segments
and decide how many or which segment it can
serve best. Almost all organizations use Market
Segmentation approach to target marketing
because people are different and seek different
ways to satisfy their needs.

37. Messages that
drives
perception
Messages that
drive cognition
Messages that
touch emotions
Message that
persuade
Messages that
transform a
product into a
brand
Messages that
drive action

38. Persuade the
customers
Scare the
consumer into
action
Transform
consumption
experience
Link key
attributes to
the brand
Promoting brand
recall
Get the
consumer to
feel good about
the brand
Change
behavior by
inducing anxiety
Define the
brand image

39. Message
structure
Message
format
Message
appeal
Message
source

40. Order of
presentation
Drawing
conclusion
One-sided or
two sided
message
Refutational-
message
Verbal versus
non-verbal
message

41.  Message appeal refers to what advertiser wants
to communicate to target audience through
advertising copy(message)
 It refers to the approach used in attracting the
attention of audience or influencing their
feeling/ behavior towards advertiser’s product or
service
 Ad appeal can be many types
 In message appeal advertiser may give the
message regarding high quality of the product,
low price, after sales and service , discount ,
durability of product , performance of the
product

42. Rational appeal
Price appeal
Quality
appeal
Features
appeal
Competitive
advantage
appeal
News appeal
Product /
service
popularity
appeals

43. Emotional Appeal
Fear
Appeal
Humor
Appeal
Sex
appeal
Musical
appeal
Pride
appeal
Affection
appeal
Comfort
appeal
Personal
appeal
Romance
appeal
Adventure
appeal

44. Additional Appeals
Star appeal
Reminder
advertisement
Teaser
advertisement
Scarcity appeals
advertisements
Snob appeal
Masculine
feminine appeal
Play on words
Bandwagon
appeal

45. N ARUNAGIRI

46.  It is even more important in newspaper and
other print media where audience often do
not attend the whole message
 The headlines of message should be
attractive
 Example using the words “ Dhamaka”
“sale” “ flat 70% discount

49. The
message
format
In a print advertisement
(decide on the headline, copy, illustration
and colour
In a radio advertisement
Choose words , voice
quality, speech rate
rhythm accent etc
in a TV Advertisement
Body language, facial expression, gestures
dress , posture hair style
In a product packaging
advertisement
(pay attention to colour
texture size shape)

50.  Message source has a great influence on the
receivers.
 Some communicators are more persuasive
that others and the degree to which they are
more successful depends on how credible or
believable the audience perceives them to
be

52. Meaning
The word copy has specific meaning in the
world of advertising the wording used in
advertising and promotion is called copy
Ad – copy is the written or spoken message
which the advertiser wants to communicate
to its target audience through any type of
advertisement

53. Definition
Ad copy is defined as written or spoken
material in it, including headlines , main
body, sub heads , pictures, caption, slogan,
information about brand name trademarks
price , coupon claims advertiser name,
address logo phone number website etc.

54.  Attractive
 Interesting
 Retention value
 Suggestive
 Educative
 Believable
 Appropriate appeal
 Brief
 Match with consumer requirement

55. Headlines subheads Body copy
Slogans , logo
types,
signature
Catchy
phrases
blurb
Identification
mark
illustrations Closing idea

56. Abstracting
Synthesising
Hypothesising
Gestation
coalescence
performance

57. Abstracting : Relevant data are obtained from
the market situation, prospects, and relevant
media
Synthesising : elements are blended and
combined idea and approaches accepted
rejected revised
Hypothesising : ideas formulated into
experimental patterns culminating in a
working statement

58. Gestation : objections and difficulties resolved
may involve discussion with others or
reference to sources of information
Coalescence : decision are made for
transference of ideation to physical
expression ie writing
Performance : Action is taken in the form of
actual writing

59.  Scientific copy
 Descriptive copy
 Topical copy
 Narrative copy
 Institutional copy
 Personality copy
 Questioning copy
 Educative copy
 Humorous copy
 Prestige copy

60.  Conversational copy
 Reason why copy
 Human interest copy
 Suggesting copy
 Announcement copy
 Fear copy

61.  Heart and soul of advertising
 Reading matter of advertising
 Central idea of an advertisement
 Affects buying behaviour
 Essential for preparation of advertisement

62.  Define the audience
 Define the brand identity
 Write down the product or service unique
value proposition
 Language
 Write the copy
 Proofread carefully