This document outlines key aspects of advertising including: - The four features that define an advertisement - Types of advertising classified by target audience and content - Steps in developing an advertising campaign including defining objectives, establishing a budget, creating messages, and selecting media - Ten major advertising formats for creating messages - Factors for selecting and scheduling media to efficiently reach the target audience

1. Nature and Scope of
Advertising
four features of advertisements
• A verbal and visual message
• A sponsor who is identified
• Delivery through one or more media
• Payment by the sponsor to the media carrying the message

2. Types of Advertising
 According to the target audience , advertising may be classified as
 Consumer advertising
 Business to Business advertising
 According to what is being advertisement , advertising may be
 Product (or Service)
 Institutional (or Corporate)
 Product advertising focuses on a particular product or brand. It is subdivided into
 Direct-action advertising
 Indirect-action advertising
 According to the objective sought, advertising may be
 Primary-demand advertising
 Selective-demand advertising

3.  Before designing an advertising campaign , management must undertake the
following :
 Identify the target audience
 Establish over-all promotional objectives
 Determine an over-all promotional theme
 Defining objectives
 Establishing a budget
 Creating a message
 Selecting media
 Evaluating effectiveness
Developing an advertising campaign
Steps in developing an advertising
campaign

4. Defining objectives
 Advertisement are expected to generate attention , be understood , believed, and
remembered

5. Establishing a Budget
Once a marketing communications budget has been
established, it is allocated among the various activities
making up the overall marketing communications
program.

6. Creating a message
 Individual advertisements accomplish two things :
 Get and hold the attention of the intended audience
 Influence that audience in the desired way
 Two elements of message
 Appeal
 Execution

7. Types of major advertising formats
1. A story line format gives a history of or tells a story about the product
2. Product uses and problem and solutions discuss a product’s uses , attributes,
benefits , or availability
3. Slice of life dramatizes a typical setting in which people use the product being
advertised.
4. A demonstration illustrates product features or proves some advertised claim
5. Testimonials show a person, usually , a prominent show business or sports figure,
endorsing the product advertised.
6. Lifestyle combines scenes or sequences of situations intended to reflect a particular
target market’s lifestyle

8. 7. Still life portrays the product in visually attractive settings.
8. Association concentrates on an analogy or other relationships to convey a message
9. Montage blends a number of situations, demonstrations, and other visual effects
into one commercial
10. Jingle are musical verses with “memory value”

9. Selecting a media
 Two factors on developing a media strategy
 The media which will efficiently get the message to the desired audience
 The scheduling of these media so as not to bore people with much repetition of the
message or make them forget it

10. Media
 General factors that influence media choice
 Objectives of the advertisement
 Audience coverage
 Requirements of the message
 Time and location of the buying decision
 Media cost

11. Characteristics of the major media
 Newspapers
 Television
 Direct mail
 Radio
 Magazines
 Out of home advertising
 Specialty advertising
 Emerging media
 Infomercials
 Place based media
 Videos and CD-ROMs
 World Wide Web

12. Scheduling