Fundamental of Advertising

Advertising
Dr. Anamika Ray
Assistant Professor,
Gauhati University, Guwahati

DEFINITION OF ADVERTISING
 "Advertising is the 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 ."(Bovee, 1992).
 Advertising is a way of sharing of with the buyers of a product or service.
Advertisement is a paid message by the organization (of the
product/service) with an intention to inform or influence buyers (Concept
given by the Advertising Association of the UK).
 An advertisement is "salesmanship in print”.. (defined by John E. Kennedy,
the Canadian-US advertising pioneer (1864-1928).

Cont..
 .. “Advertising presents the most persuasive possible selling message to
the right prospects for the product or service at the lowest possible
cost”…(defined by the Institute of Practitioners in Advertising).
 Advertising is “any paid form of non-personal presentation and promotion of
ideas, goods and services through mass media such as newspapers,
magazines, television or radio by an identified sponsor”…(definition by P.
Kotler)
 According to Oxford Dictionary the word ‘to advertise’ means ‘to make
generally or publicly known’, It describes something publicly with a view to
increasing sales.
 The word advertising is a Latin word, which means “to turn attention of
people to a specific thing.” It is a paid form of publicity.
.

CHARACTERISTICS
 Advertising presents and upholds the ideas, commodities and services
of a recognized advertiser, which provides as a communication link between
the producer and the potential buyers.
 It gives the information to the would-be buyers who are interested in
seeking the information about a product and the manufacturer.
 Advertising may be taken as the most efficient means of reaching
people with product information.
 Advertising presents a mass persuasion apart from disseminating
information to the prospective buyers about the product and the producer.
 While creating awareness and achieving popularity, it seeks to
persuade. It is a more effective and extensive and less expensive way of
creating contacts.

 Advertising is a combination of creativity, marketing research,
economic and media buying.
 Advertising may cost a lot of money but that cost is justified if it works
effectively and economically.
 Advertisement has become an integral part in today’s marketing scenario. In
earlier times, advertisement was not given as much emphasis as it is being
given today.
 Advertising is the paid, non-personal communication of information about
products or ideas by an identified sponsor through the mass media in an effort
to manipulate customer behaviour.
 Advertising is non-personal because it's a fantasy created by a computer that
selects one part of the target audience. It communicates information about
products or ideas.

UNIQUENESS OF ADVERTISING
 Paid form of publicity
 Non-personal communication
 Public communication
 A message about the reason to buy
 Information on goods and services, ideas organizations,
people and places
 Possible use of media means such as direct mail, telephone,
print, radio, television, and internet.
 Integral part of marketing communication

PURPOSE
The main purposes of advertising are:-
 to disseminate information,
 to establish attitudes
 to persuade action aiming to provide profit for the advertiser.
 purpose of advertising is to sell something :-
 a product,
 a service,
 an idea.

The real goal of advertising is an effective
communication between goods and clients and
increasing awareness.
Advertisements are designed
- to inform
- to motivate
- to create a market
The intentions are -
 To change the thinking pattern (or
buying behaviour) of the consumers.
 To persuade to take the action desired by
the advertiser.

OBJECTIVES
• To make an immediate sale.
• To build primary demand.
• To introduce a price deal.
• To build brand recognition or brand proposition.
• To help salesman by building an awareness of a product among
retailers.
• To create a reputation for service, reliability or research strength.
• To increase market share.

FUNCTIONS
 To distinguish products from their competitors
 To communicate the product information
 To create the urge of product use
 To expand product distribution
 To establish and extent the brand preference
 To reduce the overall sale cost.

NUTSHELL
Advertising performs some functions.
• It can inform the customers about a product, service, or idea.
• It can persuade the consumers to buy products, services, and
ideas.
• It can remove cognitive dissonance from the minds of the
customers to reinforce the feeling that they have bought the best
product, service, or idea and their decision is right.
• It can remind existing customers about the presence of the
product, service, or idea in the market till now.
• It can dissuade the public at large from buying certain products or
services that are harmful for them.

CLASSIFICATION
Classification Advertising can be classified based on various
criteria—
 Based on Function,
 Based on Region,
 Based on Target Market,
 Based on Company demand,
 Based on Desired response and
 Based on use of Media.

BASED ON
FUNCTION
 Informative advertising : This type of advertising informs
the customers about the products, services, or ideas of
the firm or organization.
 Persuasive advertising: This type of advertising
persuades or motivates the prospective buyers to take
quick actions to buy the products or services of the firm.
Example: “Buy one, get one free”.

 Reminder advertising: This genre of advertising reminds the
existing customers to become medium or heavy users of the
products or services of the firm that have been purchased by
them at least once. This type of advertising exercise helps in
keeping the brand name and uses of the products in the
minds of the existing customers.
 Negative advertising: This type of advertising dissuades target
audience from purchasing such products and services which
would not only harm them but also the society in general.
Examples: Advertisements of various civil authorities against
alcohol, tobacco, and narcotics.

BASED ON
REGION
 Global or international advertising: It is executed by a firm in its global
market niches. Reputed global magazines like Time, Far Eastern
Economic Review, Span, Fortune, Futurist, Popular Science. Satellite TV
channels also use to advertise the products through out world.
Supermodels and cinema stars are used to promote high- end products.
 National advertising : It is executed by a firm at the national level. It is
done to increase the demand of its products and services throughout the
country. Examples: BPL (Believe in the best). Whirlpool Refrigerator (Fast
Forward Ice Simple) etc, which have the market in India.

 Regional advertising : If the manufacturer confines the product
selling and the advertising to a single region of a country, its
promotional exercise is called Regional Advertising. This can be
done by the manufacturer, wholesaler, or retailer of the firm.
Examples: Advertisements of regional newspapers covering
those states or districts where these newspapers are circulated.
 Local advertising : When advertising is done only for one area or
city, it is called Local Advertising. Some professionals also call it
Retail Advertising. It is sometime done by the retailer to
persuade the customer to come to his store regularly and not for
any particular brand.

BASED ON
TARGETED MARKETS
Depending upon the types of people who would receive the messages of
advertisements, we can classify advertising into a few subcategories.
 Consumer product advertising: This is done to impress the ultimate
consumer. An ultimate consumer is a person who buys the product or
service for his personal use. This type of advertising is done by the
manufacturer or dealer of the product or service.
 Industrial product advertising: This is also called Business-to-Business
Advertising. This is done by the industrial manufacturer or his distributor
and is so designed that it increases the demand of industrial product or
services manufactured by the manufacturer. It is directed towards the
industrial customer.

• Trade advertising : This is done by the manufacturer to persuade wholesalers and
retailers to sell his goods. Different media are chosen by each manufacturer according
to his product type, nature of distribution channel, and resources at his command.
Hence, it is designed for those wholesalers and retailers who can promote and sell the
product.
 Professional advertising : This is executed by manufacturers and distributors to influence
the professionals of a particular trade or business stream. These professionals
recommend or prescribe the products of these manufacturers to the ultimate buyer.
Manufacturers of these products try to reach these professionals under well-prepared
programmes. Doctors, engineers, teachers, purchase professionals, civil contractors
architects are the prime targets of such manufacturers.
• Financial advertising: Banks, financial institutions, and corporate firms issue
advertisements to collect funds from markets. They publish prospectuses and
application forms and place them at those points where the prospective investors can
easily spot them.

BASED ON
COMPANY DEMAND
There are two types of demand:-
(A) Market Demand: Advertising is the total volume that would
be bought by a defined customer group, in a defined
geographical area, in a defined time period, in a defined
marketing environment under a defined marketing
programme.
(A) Company Demand: It is the share of the company in the
market demand.

Under Company Demand, there are two types of advertising:-
 Primary demand advertising: It is also called Generic
Advertising. This category of advertising is designed to
increase the primary demand. This is done by trade
associations or groups in the industry. The idea is to
generate a continual demand for the product.
 Selective demand advertising: This is done by a company
or dealer to increase the company demand. The
company would advertise its own brand only. The retailer
can also advertise a particular brand.

BASED ON
DESIRED RESPONSES
An ad can either elicit an immediate response from the target
customer, or create a favorable image in the mind of that
customer. The objectives, in both cases, are different. Thus, we
have two types of advertising under this classification.
 Direct action advertising: This is done to get immediate
responses from customers. Examples: Season's sale,
purchase coupons in a magazine. We generally find
direct action in primary demand product. As it does not
take time to decide to buy.

 Indirect action advertising: This type of advertising exercise is
carried out to make a positive effect on the mind of the
reader or viewer. After getting the advertisement s/he does
not rush to buy the product but develops a favorable image
of the brand in his mind. It is also considered as the selective
demand advertising where the buyer thinks many times to
decide to buy.
 Surrogate advertising : This is a new category of advertising. In
this type of promotional effort, the marketer promotes a
different product.

BASED ON
THE MEDIA USED
The broad classification based on media is as follows.
 Audio advertising: It is done through radio, P A systems, auto-
rickshaw promotions, and four-wheeler promotions etc.
 Visual advertising : It is done through PoP displays, without
text catalogues, leaflets, cloth banners, brochures, electronic
hoardings, simple hoardings, running hoardings etc.
 Audio-visual : It is done through cinema slides, movies, video
clips, TV advertisements, cable TV advertisements etc.

 Written advertising : It is done through letters, fax messages,
leaflets with text, brochures, articles and documents, space
marketing features in newspapers etc.
 Internet advertising: The world wide web is used extensively
to promote products and services of all genres. For example
Bharat Matrimony, www.teleshop.com,
www.asianskyshop.com etc.
 Verbal advertising: Verbal tools are used to advertise
thoughts, products, and services during conferences,
seminars, and group discussion sessions. Kinesics also plays an
important role in this context.

BASED ON
EXECUTION OF AN ADVERTISEMENT
 Broadcasting advertising: Advertising through broadcast
media. Like radio, television advertisement.
 Print advertisement: Advertising through print media like
advertisement through newspaper, magazine etc.
 Outdoor advertising: Advertising through billboards, street
furniture, stadiums, rest areas, subway advertising, taxis, transit .
 Online advertising: Mobile advertising, email ads, banner ads,
search engine result pages, blogs, newsletters, online classified
ads, media ads.

 Direct marketing: direct mail, telemarketing, catalogs, shopping
channels, internet sales, emails, text messaging, websites, online
display ads, fliers, catalog distribution, promotional letters,
outdoor advertising, telemarketing, coupons, direct mail, direct
selling, grassroots/community marketing, mobile .
 Online/internet marketing: E-commerce:-Search engine
optimization (SEO)Search engine marketing (SEM)Mobile
Marketing Email marketing Content marketing Social Media
(Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest,
YouTube, Wikipedia, Instagram).

ADVERTISEMENT COPY
 According to Business Dictionary, ‘Text of a print, radio, or television
advertising message that aims at catching and holding the interest of
the prospective buyer, and at persuading him or her to make a
purchase all within a few short seconds. The headline of an advertising
copy is said to be the most important part, and quite often a small
change in its wording brings disproportionate results. Although a short
advertising copy is more common in consumer- product advertising’.
 According to the UK advertising guru David Ogilvy (1911-1999), people
do read (and listen or attend to) lengthy advertisements if they are
skillfully written. Most advertising copy is based on
advertising/consumer research and is composed by professional
copywriters hired by advertising agencies. It is also called
advertisement copy, ad copy, or just copy.

ELEMENTS OF ADVERTISING
An advertisement copy is the product based message that reaches to the
consumers. The ad copy includes the whole text of an advertisement
comprising various elements like:
- slogan,
- headline,
- subheads,
- body matter
- Company name/ product name
- Logo
- USP Picture
- Address
An advertiser or a copy writer should have extra ordinary creativity to reach
and convince the target audience.

SLOGAN
Slogan is a short and striking or memorable phrase used in
advertising expressing the aims or nature of an enterprise,
organization, or candidate; a motto and is used repeatedly,
as in advertising or in promotion.
Example-
1. Pepsi : Yehi hain Right Choice Baby
2. Amul: The taste of India
3. Jet Airways: The Joy of Flying
4. Cathay Pacific: The heart of Asia

According to Business Dictionary, simple and
catchy phrase accompanying a logo or brand,
that encapsulates a product's appeal or the
mission of a firm and makes it more memorable.
And which (when used consistently over a long
period), becomes an important component of its
identification or image. It is also called catch line,
strap line, or tag line.

PUNCH LINE OR TAG LINE
‘Punch line is a climactic phrase or sentence in a joke, speech, advertisement,
or humorous story that produces the desired effect’ (defined by
Dictionary.com).
In entertainment, a tagline is a small amount of text which serves to clarify a
thought for, or designed with a form of, dramatic effect. Many tagline slogans
are reiterated phrases associated with an individual, social group, or product.
As a variant of a branding slogan, taglines can be used in marketing materials
and advertising.
Examples:-
 Apple: Think different.
 JetBlue Airways, USA: JetBlue. You'll Want to Fly Again!
 Nike: Just do it.
 Subway: Eat Fresh

TYPES OF SLOGAN
Slogan has two purposes-
- to provide continuity
- to memorize and repeat the statement among consumers.
Based on purpose, there are two types of slogan:-
1. Slogan that emphasizes product or reward: Every product
has some rewards to offer to the consumers. It may have
some hidden quality that differentiates a product from the
others. For example Thanda Matlab Coca-Cola.
2. Slogan that emphasizes action to be taken: The slogan
might urge directly to use the product or service. For
example –“Join Akash’ academic success in life”.

HEADLINE
Headline is a sentence with full idea on the product/ service.
One sentence expresses the full story of the promotion.
It plays the responsibility to grasp the mind as well as
concentration of the viewers just like a newspaper's headline.
It is basically designed in order to be effective with bold,
large font size and various colors if required which makes a
difference from the competitors.

STYLES OF HEADLINE
 Label: In Label headline the name of the product can be
identified.
 Informative headline: Informative headline provides the
required information and attribution of the product.
 Provocative headline: Provocative headline creates a
inquisitiveness and attraction towards the product among the
viewers.

HEADLINES VERSUS TAGLINES
 The tagline is sometimes confused with a headline because
information is only presented with the one or the other.
 Essentially the headline is linked to the information; Once the
information changes, the headline is abandoned in favor of a new
one.
 The tagline is related to the entertainment piece and can, therefore,
appear on all the information of that product or manufacturer.
 It is linked to the piece and not to the concept of a specific event.
 If the sentence is presented next to a logo, as an integral part, it is
likely to be a tagline.

CLASSIFICATION OF HEADLINE
1. Direct headline: Direct headlines are straight forward & informative.
If the features of the product are strong & are to arouse interest,
stimulate sales response, direct headline is better. Rs. 10% off on Vishal
products ….Hurry……stock is limited.
2. Indirect headline: If the appeal of the product is not very strong,
indirect headline should be used. ‘Scratch & get the gift.’
3. Combination headline: Combination headline seeks to combine
the virtues of direct & indirect headline. ‘Rs. 10 % off + scratch & get
the prize’…

4. News headline: This type of headline has some news for the consumers.
‘Cigarette smoking is injurious to health’…
5. ‘How to’ headline: It can be either direct or indirect. In this type of
headline the words ‘how to’ can be implied as words spelled out.
6. Question headline: When a writer frames a headline as a question, he
expects to make his audience seek the answer in the text. A question
headline will be more provocative if it carries some interesting
information or a stimulating idea. ‘What is your best choice?’
7. Command headline: A command headline politely ‘orders’ the reader
to do something. ‘Click here -- & send this card’ (internet
advertisement).

DIFFERENCES BETWEEN
SLOGAN & HEADLINE
Headline Slogan
Head line should always be
changed according to seasons,
festival. E.g. the headline of an
umbrella in the summer cannot be
used in the rainy season.
But the slogan - ‘the taste of India’
is a reorganization for the product
or the company.
A headline may be a long or full
sentence.
Generally slogan is briefer than
headline.
Headlines are not very much
memorable.
We generally remember it but not
headline.
Headline can communicate a
relevant idea quickly and
effectively.
Slogan attract and slowly
influence the people.

 SUB HEADLINE:
This increases the authenticity and gravity of the message
that headline contains. Subhead lines bridges between the
headline and ad body matter.
 BODY MATTER:
Except slogan, headline, sub headline, picture, USP and
address, all the written text is considered as body matter. It
tells the whole story about the product or service, which an
advertiser wants to convey to the ultimate buyers. It
comprises the features, benefits and utility of the product as
much as possible in detail way.

 IDENTIFICATION MARK:
The identification mark is generally known as logo. Some time
different sign is used as the logo of the product, sometimes the
writing style either of the product or the company name is
considered as logo.
 CLOSING IDEA:
This contains the seal, signature or logo of the company or the
product itself, which helps to recognize the advertiser. Closing
idea insists the consumers to buy the product by providing
information on main content, changes in the product, attitudes
etc.

 PICTURE:
In advertisement, picture is very influential element. As we know one
picture can be considered with thousands of words. Instead of picture
sometimes we may get illustrations combining with drawings, charts etc
aiming to gain quick concentration and understanding of the product
idea.
 COMPANY NAME/ PRODUCT NAME:
Advertisement usually carries the name of the advertised product or
company name or both simultaneously.
 ADDRESS:
The advertisement may carry the dealer address or the home web site or
the communication address of the company.

USP:
A unique selling proposition (USP, also seen as unique selling
point) is a factor that differentiates a product from its
competitors, such as the lowest cost, the highest quality or the
first-ever product of its kind. AUSP could be thought of as
“what you have that competitors don't.” It depicts the
exclusive and exceptional qualities of the product that make
the product different identity in the contemporary market.
E.g. Head & Shoulders: "You get rid of dandruff“
Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less—
or it's free."

MARKETING
COMMUNICATIONS
 Marketing communication means sending
and receiving messages using various media from
a market with the aim of promotion.
 Promotion is very significant part of "marketing
mix". Marketing mix refers "four Ps" which
means price, place, promotion, and product.
 Actually marketing mix is a company strategy
to reach and cover the target market.

CHARACTERISTICS OF MC
 Through marketing communication the notion of ‘Look and
Feel and then Buy’ is used to try to establish.
 Various business oriented fashion can be accredited to
marketing communications.
 Conversion the consumer service to consumer relationship.
 Transformation from human resources to solutions.
 Change traditional and usual use of media to blogs, email,
and other online communication.
 Transition from traditional way of advertising to pitch.

INTEGRATED MARKETING
COMMUNICATIONS (IMC)
 Integrated Marketing Communication (IMC) was first defined by the
American Association of Advertising Agencies (4A's) in 1989 as "an
approach to achieving the objectives of a marketing campaign through
a well-coordinated use of different promotional methods that are
intended to reinforce each other.”
 A more contemporary explanation states, "True IMC is the development
of marketing strategies and creative campaigns that weave together
multiple marketing disciplines (paid advertising, public relations,
promotion, owned assets, and social media) that are selected and then
executed to suit the particular goals of the brand.”

4 C’S OF IMC
 Consumer: For whom the product, product message and
promotional programme are made for.
 Cost: It is budget, because all activities and level of activities
depend upon the budget as well as the loss and profit ratio from
the marketing procedure.
 Convenience: It means the comfort ability from the both sides- the
advertisers and the consumers. The product should be available in
the market when it has the demand. It should give both sides
satisfaction.
 Communication: It is considered as very significant part of strategy.
It is the mean to reach the ultimate person of a target market.

KEY COMPONENTS
 Sales: Sell sheets, brochures, presentations
 Consumer service: Help, returns & repairs, billing
 Public Relations: Interaction, interviews, conference, testimonials,
publicity strategies, community participation, news release, special
events
 Promotions: Contests, coupons, free sample distribution of product,
awards, discount, rebates, and special event organization
 Trade shows: Booths, product exhibition
 Corporate Social Responsibility: Donations, volunteering, charitable
actions, doing something for society development.

BARRIERS OF IMC
 Lack of transparent information dissemination process among
the associated members and the society.
 Lack of following required procedure
 Lack of required manpower
 Most of the time scarcity of required fund, budget allocation at
required level
 Lack of investment mindset.
 Lack of theoretical and practical knowledge of required field
 Lack of skill
 Lack of Public Relations practice.

PROMOTIONS OPPORTUNITY ANALYSIS
The promotions opportunity analysis is a major task in
a successful Integrated Marketing Communications.
“A promotions opportunity analysis is the process
marketers use to identify target audiences for a
company’s goods and services and the
communication strategies needed to reach these
audiences.”

FIVE STEPS IN
PROMOTIONS OPPORTUNITY ANALYSIS
 Market analysis: With the help of information based on
contestant, scope, intended market, consumer, brand
positioning
 Set up of objectives: With the help of information based on
brand awareness, demand, consumer attitude, strengthen
buying action, repetition in buying action, company image
building, market share, sales etc.

 Fixing the budget : With the help of information based on the aim of the
promotion, concern radical change, put back consequence, wear-out
effects, random events
 Preparation of promotional strategies : With the help of information
based on general communication, marketing objectives efforts,
activities, overall message, communications budgets, new competitive
pressure, new promotional scope.
 Policy: Advertisements based on key theme, personal selling , sales
promotions, special product packaging and labeling and price
changing according to the requirement.

SELECTION OF MEDIA
 Circulation :
Every medium has a common circulation and an effective circulation.
Circulation is made up of entire number of people who read or pledge
to the medium. The effective circulation is the number of potential
consumers who read it and the number of those who persuade sales.
Sometimes, two or more periodicals are circulated among the same
people. Therefore, just adding together the whole circulation of these
journals does not give a true picture of the number of persons arrived
at. From 10 to 15 percent of those people may be reading both or all
of the periodicals.

 The category of medium:
The medium should be selected taking into account the class of people to be
influenced. The classification of people may be made in any way but the
classification of media will depend upon the nature of product and its market.
People may be divided into different groups by their social standing, by the kind
of work they do, by their income, educational standards religion family
background etc.
 Geographical Location:
Further, they may be classified on their geographical locations .The thing is to
determine which of the classification gives the most workable classification and
use such classification in defining the market and the people to be reached by
the advertising media. Say for instance, if a product is meant for youngsters
(urban area), the TV and the internet will be the most appropriate media.
Selection of media.

 Distribution pattern:
Media circulation must match the distribution pattern of the product. Hence,
geographic scope of the market will considerably influence the choice of
media. Furthermore, those media should be selected which will reach the
target consumers in the desired type of market with a minimum of waste
circulation.
Consumer attitude:
It is the reader’s temperament at the time he reads, views or listens that the
advertisement helps to determine. A person cannot be receptive for
advertisement for a medicine when he is quite healthy or an advertisement
for books for the next higher class when he is enjoying holidays.

 Budget:
The expenditure of the media should be measured in terms of fund
available for advertising and of course the circulation status of that particular
medium. The quantity of funds offered for advertising purpose will choose the
media. A company appropriating large funds for advertising may prefer TV or
radio and others.
 Message formation:
The chosen media should be well matched with the advertising message.
The advertiser should prefer the media, which are most suitable for the ad
message and for the people for whom it is intended. They should carry the
message to the right persons and in the right viewpoint. If a product calls for
a long message, newspaper or journal may be chosen.

 Market analysis:
Competition in the field is another reflection in selecting the media of
advertising. Generally, the media used by competitors are preferred so
as to make an remarkable plea for the manufactured goods. He may
also utilize other media not used by contestant to get the success.
 Size of company:
The size as well as the nature of business unit also play a significant role in
making the options for the media. Different media will go well with the
vessel, food, drugs and chemical stores, grocery units etc. A big unit
having chains may use of TV, Radio, newspapers and magazines having
national network whereas a small unit of fabric mill will prefer newspapers
and cinema slides only.

ADVERTISING AGENCY
Concept:
An advertising agency (also called ad agency or advert agency) is a
service based business keen to creating, planning, and handling
advertising with the aim of promotion of a product for its clients.
Basically this type of organization is independent from the client. It
provides support from outside to enhance the selling status. The activities
of an agency also include overall marketing and branding and sales
promotions strategies.
Typical ad agency clients include businesses and corporations, non-profit
organizations and government agencies.

Agencies may be hired to produce television commercials, radio
commercials, online advertising, mobile advertising, advertising
campaign and PR promotion.
An ad agency is a team of experts which serves clients of different
sectors. As a service provider, an Advertising Agency takes up the
important tasks of representing its clients to their target audience in an
innovative and effective manner.
An agency creates advertisements and disseminates the prime
message through the advertisements within the budget of the clients
and always tries to fulfill the requirements and short/long term
objectives of the clients. An agency uses different media, including
print, television, radio, internet etc. for spreading the message of the
clients.

There are plenty of business houses, industries, firms or corporations who
are looking to outsource their advertising needs to an Ad agency. A
modern advertising agency offers specialized knowledge, skills and
experience which are required to produce an effective advertising
campaign.
The specialists of an advertising agency work together to understand the
requirements of an advertisement campaign and develop suitable
advertising plans and strategies.
An agency represents the core of the advertising profession and by
creating advertisements and delivering them through appropriate
media, the agencies implement advertising plans and strategies.

TYPES OF
ADVERTISING AGENCY
A. Full service agency : A full service agency provides all required services
to the clients regarding advertisements.
I. It plans, creates, produces and places advertisement.
II. In addition, it also offers other marketing services like sales
promotions, organizing trade shows, publishing newsletters and
annual reports etc.
III. Full service advertising agency studies the product or service
and streamlines its marketable characteristic and how it relates
to the competition.
IV. At the same time the agency studies the potential market,
possible distribution plans and advertising media.

V. After that the agency makes a formal presentation to the client
detailing its findings from the market research about the product.
VI. It recommends the advertising strategy to the client. If the client
agrees, the agency then launches the execution phase.
VII. This phase includes writing and producing the advertisements,
buying time and space in various media, delivering the
advertisements to the appropriate media, and verifying that all
advertisements actually appeared during the specified time or in
the specific space.
VIII. Finally, the agency makes sure that the clients are getting the best
possible benefit from the advertisements.

B. Media buying service : Media buying service advertising agency is an
organization that specializes in buying the time slots from radio and
television channels and space from print media and reselling it directly to
the advertisers or to the full service advertising agencies.
 The prime functions of this type of agency are selling of time for
electronic media to the advertiser and it orders the spots on the
various stations involved, and monitors regarding the release of
the advertisements.
 This type of advertising agency deals with the media buying and
space selling for clients’ advertisements.

C. Creative boutique: Creative boutique specializes in the creation of
advertisements.
 In general, boutiques create innovative, imaginative and interesting
advertising themes and produce the advertisements for the clients.
 An organization using the creative boutique may take the help of other
advertising agencies for space buying and execution of advertising
planning.
 Creative boutique advertising agency does not deal with the media
buying, advertising campaign and other marketing functions.
 It only involves with the creation of innovative advertisements for the clients.

DUTIES AND RESPONSIBILITIES
OF AN ADVERTISING MANAGER
The An advertising manager is usually required to perform most or all of
the following sets of duties although specific requirements may vary
depending upon the nature of the organization and the designations of
the advertising manager.
 Prepares the budgets and estimate for components of the advertising
campaign.
 Prepares the annual budget.
 Manages the planning and prepares the promotional matter, ensuring
that it is consistent with the advertiser’s marketing strategy.

 Meets the clients and officials across the departments to
coordinate ad campaigns.
 Scrutinizes copy, and edit the promotional material,
ensuring that it conforms the guidelines.
 Coordinates activities across the various departments of
the agency.
 Develops contacts for promotional campaigns.
 Collects information to build advertising campaigns.

OUT DOOR ADVERTISING
Concept-
Out Door Advertising or Out of home advertising (or OOH advertising) is
advertising that reaches the consumer while they are outside the home.
Out of home advertising is focused on marketing to consumers when they
are "on the go" in public places, in transit, waiting (such as in a medical
office), and/or in specific commercial locations (such as in a retail venue).
OOH advertising formats fall into four main categories: billboards, street
furniture, transit, and alternative.

The following are some important types of outdoor advertising :-
Posters also include placards display in the public places like walls,
building tops or street corners, railway stations, laptop, market place.
It may be on a cardboard or any metal sheet supportably a wooden or
metal frame.
The advertisers can change the posters according to the time and
seasons.
There are different kinds of poster starting from small double crown bills to
the large ones on hoardings or bulletin boards.

Different sized posters with full colour and realistic scenes and
pictures of products may look different. The ad copy should have
a slogan with the large printed letters.
Posters can create an awareness regarding the product
message through boldness and colour combination.
Hoarding includes the bill board, which is made of metal board
in large size, with fixed frame and is placed along the streets
where opportunity to see and read will be more. But it costs high
and sometimes people get bored to see the same picture at the
same place.

Wall paintings may be bigger than hoarding. The shape and size give
all points of immensity treatment. For election campaign it is largely
used.
Banners are small in size and made of cloth or rexin or plastic. They
may be painted. But streamers are big in size. These kinds of
advertisement are costlier and do not last very long because they can
be easily spoilt by rain or wind.
Balloons filled with hydrogen gas are made to stay at a certain level in
the air. Viewers get the opportunity to see the Brand Name on the
balloon. But this is a very costly medium.

FILM ADVERTISING
 Trailers or previews are advertisements for films that exhibit at the starting of a cinema in a
cinema hall. As the term “trailer” implies the meaning that something at end of a show. But the
something new at the end – this practice could not sustain due to lack of audience’s patient after
completion of a show. Interestingly the name became very popular and was started to use. Now
the trend is trailers are shown before the film show begins. The film advertisement usually combines
with a series of selected shots with stories.
 The main objective of the trailer is to drag the attention of audience to a particular theme/ story.
This is why the trailers are represented in the most exciting, funny, or sometimes in very significant
and serious manner.
 A trailer exists less than two and a half minutes or the maximum length allowed by theatres. Each
studio or distributor is allowed to exceed this time limit once a year, if they feel it is necessary for a
particular film.

CORPORATE ADVERTISING
According to WiseGeek:-
Corporate advertising is a promotional strategy that is
designed to not only interest consumers in products and services
offered by the company, but also to cultivate a positive reputation
among consumers and others within the business world.
The focus of corporate advertising is on the company itself,
with the attention to the products produced by the corporation
being a by product of the advertising effort. This type of corporate
marketing is often employed along with advertising campaigns
that are directly focused on the goods and services produced by
the company.

The main function of corporate advertising is to generate and
enhance a sense of confidence and appeal among vendors
and consumers.
Depending on the exact nature of the corporate marketing
approach, the advertising may also be developed with an
eye of enhancing the reputation of the company among its
peers in a community or within a given sector of the
marketplace. In any application, the idea is to build the most
agreeable public image for the corporation as possible.

FINANCIAL ADVERTISING
 The advertisement strictly related to the finance of an organization is called
financial advertisement. It includes share issues, annual reports etc. It always tries
to promote the financial picture of the company.
 The advertising of financial businesses and services such as banks, investment
companies, loans, and mortgages. Share issues Annual report Others There are
also those rather dull advertisements, known as ‘tombstones’, which appear in the
business press, headed ‘This advertisement appears as a matter of record only’.
 These lists the holdings held by various financial partners in an enterprise. These
are a necessary public announcement so that there is no secrecy about the
participations or there may be a brief token announcement about a new share
issue.

SOCIAL MARKETING
Concept:-
The social marketing is a marketing concept that holds that a
company should make marketing decisions by considering consumers'
wants, the company's requirements, and society's long-term interests.
The social marketing concept holds that the organization’s task is to
determine the needs, wants, and interests of a target market and to
deliver the desired satisfactions more effectively and efficiently than
competitors in a way that preserves or enhances the consumer’s and
the society’s well-being.

 Therefore, marketers must endeavor to satisfy the needs and wants of
their target markets in ways that preserve and enhance the well-being
of consumers and society as a whole.
 It is closely linked with the principles of corporate social responsibility and
of sustainable development.
 The main difference between social marketing and commercial
marketing is- Social benefit.
 In social marketing the tools, techniques and principles of commercial
marketing are used aiming to common public upliftment. Here the
advertising campaigns are designed, implemented, and controlled in
the image of commercial marketing.

Definition:-
 According to Philip Kotler - Social Marketing is "the design,
implementation, and control of programs seeking to increase
the acceptability of a social idea or practice in a target
group“
 According to W. Smith - "Social Marketing is a process for
influencing human behaviour on a large scale, using
marketing principles for the purpose of societal benefit rather
than commercial profit."

THE KEY FEATURES OF
SOCIAL MARKETING
 Societal benefit rather than commercial profit.
 Bringing a positive social change.
 Instigating behavioral change rather than increased sales.
 Attempting to influence attitude and behavior related to social cause.
For example, social advertising campaigns on energy conservation,
pollution control, tobacco prevention, family planning, breast cancer
screening, health and hygiene, national security and many more.

SPACE SELLING
Space selling, basically refers to the selling of space through different media
houses i.e. print media, electronic media, radio, internet and so on.
For example:- when an ad comes is a newspaper its required certain space in it, in
this marketer or advertiser sells the space of the newspaper or magazine to their
respective clients, however on behalf of that clients pay a amount which is
decided by the media house according to the size of space taken.
Similarly in electronic media also space selling is done but in the different form here
SPACE refers to a certain time limit in which advertisement is telecast, accordingly
in RADIO also slots are sold.

MEDIA BUYING
Media buying is the function of an advertising agency in buying ‘space’
or ‘time’ in a media to place an advertisement of a product or a service.
Media buying is a strategic planning, negotiation and buying of Print
Media, Television, Radio etc. It is a specialized skill, which requires
knowledge on the target audience, consumer behaviour, the media,
and the criteria used to measure the value of time and space.
For placing an advertisement in mass media, the advertiser has to buy
space or time according to the nature of media.

John Philip Jones in the book edited by him, ‘The Advertising Business’, states
that a media buyer may be defined as the individual in an advertising agency
who is responsible for reviewing, recommending, negotiating and buying the
media time and space that will support the brand positioning. He is
responsible for the purchase of time and space for the delivery of advertising
messages in the media.
A media buyer may be an employee of an advertising agency who
specializes in such purchases, but, technically, a media buyer is any advertiser,
advertising manager, or individual who buys the commercial time or the
advertising space.

GENERAL CODE OF CONDUCT
IN ADVERTISING
 Advertising should be designed maintaining the laws of the
country and not offending the morality, decency and
religious susceptibilities of the country people.
 No advertisement shall be permitted derides any race,
caste, colour, creed and nationality.
 It should not carry any message against any of the directive
principles, or any other provision of the Constitution of India.

The advertisement is not permitted to publish / broadcast, if it-
 tends to incite people to crime,
 causes disorder or violence,
 breaches the law,
 glorifies the violence or obscenity,
 presents criminality ,
 adversely affects friendly relations with foreign states,
 exploits the national emblem, or any part of the constitution,
 use of the person or personality of a national leader or state dignitary,
 promotes cigarettes and tobacco products, liquor, wines and other intoxicants.

 no advertisement message shall in any way be presented as News.
 no advertisement shall be permitted whose objects where of are wholly or mainly
of religious or political in nature;
 advertisement must not be directed towards any religious or political end or it must
not have relation to any industrial dispute.
 advertisements for money lenders, chit funds, saving schemes and lotteries other
than those conducted by central and state government organizations,
nationalized or recognized banks and public sector undertakings’, foreign goods
and foreign banks, betting tips and guide books etc. relating to horse-racing or the
other games of chance will not be accepted.
 the items advertised shall not suffer from any defect or deficiency as mentioned in
Consumer Protection Act 1986.
From an article titled ‘ADVERTISING ETHICS & LAWS’ written by Vaishali
Kathuria Billa

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