Creative advertising and media planning – introduction

Creative Advertising and
Media Planning –
Introduction
Module 1
- Dr. Anupama S. Kotur

Meaning & Definition
 Advertising is a non-personal communication of information
usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through the
various media.
 Advertising is an activity of attracting public attention to a
product, service, or business as by paid announcements in the
print, broadcast, or electronic media.
 Advertising represents any paid form of non personal
presentation and promotion of ideas, goods, or services by an
identified sponsor.

Meaning & Definition
 Philip Kotler - “Advertising is any paid form of non-personal
presentation and promotion of goods, services, or ideas by an
identified sponsor.”
 According to Richard Buskirk, "Advertising is a paid form of non-
personal presentation of ideas, goods or services by an identified
sponsor."
 According to Wheeler, "Advertising is any form of paid non-
personal presentation of ideas, goods or services for the purpose of
inducting people to buy."
 According to William J. Stanton, "Advertising consists of all the
activities involves in presenting to a group, a non-personal, oral or
visual, openly sponsored message regarding disseminated through
one or more media and is paid for by an identified sponsor."

Understanding the conceptAdvertising
Features
1. Non Personal Selling
2. Communication (Sound & Sight)
3. Paid For
4. Persuasive
5. Identifies Sponsors

History of Advertising
 Advertising is directly related to the need of man to communicate
his message and attract to each other.
 Early advertising can be traced back to the archaeological
evidences available in Greece and Rome.
 In 3000 B. C. Babylonia merchants hired parkers to hawk their
wares to perspective, customers and placed signs over their
doorways to indicate what they sold.
 Advertisements were found on walls in the streets of the excavated
Roman city of Pompeii.
 An Egyptian had advertised 3,000 years ago asking for the return
of a run away slave.

In ancient India, some of the typical seals used by the
Mohanjodaro and Harrapa people were directly connected.
But formally, the history of advertisement in India parallels
the history and development of the Indian Press during the
past 200 years.
The word of mouth or oral advertisement or spoken publicity
was still older. The use of hand bills, posters and newspaper
advertisements emerged after Gutenberg developed movable
type in the 15th century.
When Benjamin Franklin established the Philadelphia
Gazette in 1729, it soon became a favourite medium of
advertising.

Because the first Indian newspaper started by James August
Hickey on January 29, 1780, was called the "Bengal Gazette"
or "Calcutta General Advertiser".
The major advertising agencies were, The Calcutta
Advertising Agency, Alliance Advertising Associates,
Publicity Society of India, J. Walter Thompson (Now
Hindustan Thompson).
The 1970 was the important year of the growth of advertising
in India. When the 'Vividh Bharati' and 'Doordarshan' played
a great role in the form of commercial broadcasting and
telecasting.

Objectives (Purpose) of Advertising
Mathews, Buzzell, Levitt and Frank have listed some specific
objectives of advertising.
a) To make an immediate sale.
b) To build primary demand.
c) To introduce a price deal.
d) To build brand recognition or brand insistence.
e) To help salesman by building an awareness of a product
among retailers.
f) To create a reputation for service, reliability or research
strength.
g) To increase market share.

The real objective of advertising is effective communication between
producers and consumers with the purpose to sell a product, service,
or idea. The main objectives of advertising are as follows:
A. Informative
Objective of advertising is to inform its targeted audience/customers
about introduction of new product, update or changes in existing
products or product related changes, information regarding new
offers and schemes. Informative advertising seeks to develop initial
demand for a product. The promotion of any new market entry
tends to pursue this objective because marketing success at this stage
often depends simply on announcing product availability. Thus,
informative advertising is common in the introductory stage of the
product life cycle.

B. Persuasive
Objective of advertising is to increase demand for existing product
by persuading new customer for first time purchase and existing
customers for repurchases. Persuasive advertising attempts to
increase demand for an existing product. Persuasive advertising is a
competitive type of promotion suited to the growth stage and the
early part of the maturity stage of the product life cycle.
C. Reminder
The objective of advertising is to remind customers about existence
of product, and ongoing promotional activities. Reminder
advertising strives to reinforce previous promotional activity by
keeping the name of a product before the public. It is common in the
latter part of the maturity stage and throughout the decline stage of
the product life cycle.

Functions of Advertising
1. To distinguish product from competitors' products
There are so many products of same category in the market and they
competes with each other, advertising performs the function of
distinguishing advertiser's product from competitors.
2. To communicate product information
Product related information required to be communicated to the
targeted customers, and advertisement performs this function.
3. To urge product use
Effective advertisement can create the urge within audience for a
product.

Functions of Advertising
4. To expand product distribution
When the market demand of a particular product increases, the
number of retailer and distributor involved in sale of that product
also increases, hence product distribution get expanded.
5. To increase brand preference
There are various products of different bands are available, the
brand which is effectively and frequently advertised is preferred
most.
6. To reduce overall sale cost
Advertising increases the primary demand in the market. When
demand is there and the product is available, automatically the
overall cost will decrease, simultaneously the cost of sales like
distribution cost, promotional cost also get decreased.

Classification of Advertising
Based on
Function
Based on
region
Based on
Target Market
Based on
Desired
Response
Based on
Media Used
1. Informative
2. Persuasive
3. Reminder
1. Global
2. National
3. Regional
4. Local
1. Consumer
2. Industrial
3. Trade
4. Professional
5. Financial
1. Direct Action
2. Indirect
Action
3. Surrogate
1. Audio-Visual
2. Written
3. Word-of-
Mouth
4. Internet
5. OOH

Role of Advertising
Economic
Role
Social Role
Ethical Role

Role of Advertising - Economic
1. Advertising encourages economic growth
2. Providing information utility
3. Advertising and Brand name
4. Media support
5. Distribution costs
6. Effects on business cycles
7. Providing product utility
8. Advertising and monopoly
9. Encouraging new product
10. Maintain Competition
(i) Advertising and prices
(ii) Advertising and profitability
(iii) Advertising and Brand stability

Role of Advertising - Social
1. Efficient source of information for both consumers and
industrial buyers for product quality, new material or
merchandise, new technology and cost.
2. Reduces distribution costs.
3. Encourage competition. It increases product quality through
solid brand identity.
4. It creates publicity for material and cultural incentives of a
liberal enterprise society.

Negative Role of Advertising in the Society
1. Taste: Some critics feel that advertising is objectionable because
the creative effort behind it is not in good taste.
2. Appeal: Fear appeals in advertising have also been criticized.
The extent of fear appeal is to create anxiety that can
supposedly be alleviated by an available product (insurance
against a fire or toothpaste for the prevention of germs).
3. Intrusiveness: An advertisement campaign moves with
repetition from a period of effectiveness and presumably
audience acceptance, to a period of irritation.
4. The relationship of advertising to materialism. Materialism is
defined as the tendency to give undue importance to material
interests. People buy Air Condition (A.C.), Music system and
automobiles for social status. So advertising create or foster
materialism or merely reflects values and attitudes that are
created by more significant sociological forces.

5. The role that advertising has played in creating harmful
stereotypes of women and ethnic minorities.
6. The possible contribution of advertising in promoting harmful
products. The basic argument is that alcohol and cigarettes is a
'harmful' product. Alcohol is unhealthy for the individual and
is indirectly responsible for injuries and deaths resulting for
drunk drivers.

Criticism of advertising
Criticism of advertising is closely linked with criticism of media
and often interchangeable. Critics can refer to advertising's
a) audio-visual aspects (cluttering of public spaces and airwaves)
b) environmental aspects {pollution (Aesthetic also), oversize
packaging, increasing consumption}
c) political aspects (media dependency, free speech, censorship)
d) financial aspects (costs)
e) ethical/moral/social aspects (sub-conscious influencing,
invasion of privacy, increasing consumption and waste, target
groups, certain products, honesty)

Unethical Aspects of advertising
The ethics of adverting campaigns often comes into question,
particularly when consumers are urged to make unneeded
purchases or are given false and misleading information.
1. Exaggerated: Advertising that exaggerates the differences
between your product and your competitors’ products often is
criticized as false and misleading.
2. Offensive: Some advertising campaigns draw protests from
area churches, women groups or parenting associations.
3. Materialistic: Another strong criticism of advertising is that it
corrupts society by promoting materialism.
4. Cost to Advertisers: Advertising costs have only increased
since then, to the point that many small businesses today feel
they can't afford to advertise.
5. Cost to Consumers: Consumers feel that the high cost of
advertising raises the prices of the goods and services they
must buy.

Unethical Aspects of advertising
6. Exaggerated Claims: Consumers often feel that advertisers
exaggerate or misrepresent the benefits of their products
through their advertising.
7. Annoyances and Cautions: Other criticisms of advertising are
that most of it is silly or insulting, and often entices people to
buy things they don't need or want.

Advertising as Communication Process

Advertising as Communication Process
(ATL & BTL Tools)
1. Advertising - Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services by an
identified sponsor.
2. Personal selling - Personal presentation by the firm’s sales force for the
purpose of making sales and building customer relationship.
3. Sales promotion - Short term incentives to encourage sales or
purchases of a product or service.
4. Public relations - Building good relationship with the company's
various publics by obtaining favorable publicity, building up a good
corporate image, and handling unfavorable rumors, stories, and events.
5. Direct marketing - Direct communication with carefully
targeted individual consumers to obtain immediate response and
cultivate lasting relationship.
6. Sponsorship - Sponsorship is about providing money to an event, in-
turn the product or company is acknowledged for doing so.
7. E-marketing - Online marketing is also gaining importance these days.

Advertising as a Marketing Tool
1. Advertising is a tool of marketing that disseminates information
about a brand which is aimed at a large number of people at the
same time using purchased space or time in various mediums.
While earlier, advertising was often seen as separate or an
alternative to marketing, it has eventually been subsumed under
the latter.
2. In the context of marketing, advertising is possibly the most
important element. It draws from the other braches such as
market research, positioning etc. to create successful persuasive
communication.
3. Advertising is also the most visible aspect of marketing as it
culminates into the most noticeable projection of everything that
the product/service wishes to appear as to its public, especially
in the context of brand building.

Advertising as a Marketing Tool
4. A brand by definition is a sign of identity, the mark or label
which differentiates one product from the other. A product
acquires a certain identity or a feel and a specific brand value
because of the kind of advertising that it creates for itself.
5. Subroto Sengupta in his book Brand positioning: Strategies for
Competitive Advantage said “Advertising is the discovery and
communication of a brand to the target prospect.”
6. Advertising, thus, not only intends to sell but also create an
aspiration towards a certain product, and create that vital and
persuasive distinction that makes it a brand.

IMC & Advertising
Case Study of iPhone Marketing
Campaign
Observations from the case
a) Shift in Brand Focus
b) Aesthetic Sensibilities and Intellect focus in the Ads across media
platforms
c) Advertising amalgamating with other tools to communicate the
same Brand Message (UGC with OOH & TVC )
d) On-boarding of various media tools into one Campaign to
communicate the same message.

Creative advertising and media planning – introduction

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