Advertising Notes 173

ESHWARI.
S---LORAA BUSINESS ACADEMYPage 1
Unit: 1
Advertising Effectiveness
What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad"
meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally
specific thing".
Simply stated advertising is the art "says green." Advertising is a general term
for and all forms of publicity, from the cry of the street boy selling newspapers to the
most celebrate attention attracts device. The object always is to bring to public notice
some articles or service, to create a demand to stimulate buying and in general to
bring logethel the man with something to sell and the man who has means or desires
to buy".
Advertising has been defined by different experts. Some of the quoted
definition are :
American marketing association has defined advertising as "any paid form of
non personal presentation and promotion of ideas, goods or services by an identified
sponsor. The medium used are print broad cast and direct.
Nature and scope of advertising:

The objectives of all business are to makes profits and a merchandising concern can
do that by increasing its sales at remunerative prices. This is possible, if the product is
widely polished to be audience the final consumers, channel members and industrial
users and through convincing arguments it is persuaded to buy it. Publicity makes a
thing or an idea known to people. It is a general term indicating efforts at mass appeal.
As personal stimulation of demand for a product service or business unit by planting
commercially significant news about it in a published medium or obtaining favourable
presentation of it upon video television or stage that is not paid for by the sponsor.
ESHWARI.S---LORAA BUSINESS ACADEMYPage 2
On the other hand, advertising denotes a specific attempt to popularize a

specific product or service at a certain cost. It is a method of publicity. It always
intentional openly sponsored by the sponsor and involves certain cost and hence is
paid for. It is a common form of non- personal communication about an organisation
and or its products idea service etc. that is transmitted to a target audiences through a
mass medium. In common parlance the term publicity and advertising are used
synonymously.
Advertising is one of the components of marketing process. It is a non-personal and
paid activity of attracting the target audience to promote an advertising message of a
product or service by firms, association, non profit organization and individuals in any one
of the delivery mechanisms such as
Television
Radio
Movies
Magazines
Newspapers
Sporting events
Billboards
The principles of advertising that includes:
Act as an aiding tool to foster creativity in advertising campaigns
Advertising evaluation helps to determine which ads are the most effective
principles of advertising shows the way to improve the performance of

the advertisement
Forms of Advertising
There are different forms of advertising being practiced in the market place such as:
Advocacy
Reminder
Outdoor
Comparative
Direct-mail
Point-of-purchase
Institutional
Persuasive
Cooperative
Specialty advertising
Informational
Product
Advertising Objectives
Advertising Objectives are the accomplishment of the advertising communication to a
specific target audience during a given time frame. The cofour objectives in general:mpany
usually advertises in order to achieve any one of the following:
Brand Switching concept
Trial
Continuity
Switching back
Advertising Budget
After finalizing an advertising objective, companies should work on advertising budget for
each one of its product lines taking into consideration the factors such as:
Competition
Market share
Brand recall
Product differentiation
Different stages of product life cycle to promote their product or services
Select the Right Advertising Approach

After deciding an advertising type, the company has to choose the type of approach to carry
the advertising message to the target audience. There are four types of approach namely
Frequency
Reach
Media timing
Media impact
Advertising Evaluation
After showcasing the advertising campaign, companies have to evaluate the effectiveness
of its advertising. Thus, advertising research is one kind of marketing research to determine
the effectiveness of its advertising. There are two types of advertising research to
evaluate those advertising campaigns namely:
Pre-testing approach
Post-testing approach
The world's famous advertising research companies are
Ipsos
Millward Brown
Decision Analyst
Perceptive
Limitations
There are few limitations of advertising in spite of communicating the message to the
target audience such as:
Can't standardize the advertising campaign approach and evaluation methods too
Advertising message cannot be focused to meet individual customer's needs and

wants
Non-affordability of cost factor for small and medium companies to use advertising
Inability to provide deep insights about a product or service
Conclusion
Thus, adverting plays a vital role in promoting a product or service of any company who
would like to reach their target audience with a relevant advertising message. It's a life
blood of any product success in the market place. It's the responsibility of the companies
to choose right advert suing agency, right message to reach out to right target audience to
get a good brand recall and gain high market share of its products or services.
For remaining see test book.

Basic Features of Advertising
On the basis of various definitions it has certain basic features such as :
1.
It is a mass non-personal communication.
2.
It is a matter of record.
3.
It persuades buyers to purchase the goods advertised.
4.
It is a mass paid communication.
5.
The communication media is diverse such as print (newspapers and magazines)
6.
It is also called printed salesmanship because information is spread by means of

the written and printed work and pictures so that people may be induced to act
upon it.
Functions of Advertising
For many firms advertising is the dominant element of the promotional mix
particulars for those manufacturers who produce convenience goods such as detergent,
non prescription drugs, cosmetics, soft drinks and grocery products. Advertising is
also used extensively by maters of automobiles, home appliances, etc, to introduce
new product and new product features its uses its attributes, pt availability etc.
Advertising can also help to convince potential buyers that a firms product or
service is superior to competitors product in make in quality, in price etc. it can create
brand image and reduce the likelihood of brand switching even when competitors
lower their prices or offer some attractive incentives.
Advertising is particularly effective in certain other spheres too such as :
i)
When consumer awareness of products or service is at a minimum.
ii)
When sales are increasing for all terms in an industry.
iii)
When a product is new and incorporates technological advance not strong and.
iv)
When primary buying motive exists.
It performance the following functions :

i)
Promotion of sales
ii)
Introduction of new product awareness.
iii)
Mass production facilitation
iv)
Carry out research
v)
Education of people.
TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz., product
and institutional advertising.
a)
Product Advertising
The main purpose of such advertising is to inform and stimulate the market
about the advertisers products of services and to sell these. Thus type of advertising
usually promote specific, trended products in such a manner as to make the brands
seam more desirable. It is used by business government organization and private nonbusiness organizations to promote the uses features, images and benefits of their
services and products. Product advertising is sub-divided into direct action and
indirect action advertising, Direct action product advertising wages the buyer to take
action at once, ice he seeks a quick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a
retail store in response to prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising &
product advertising aims at informing persons about what a products is what it does,
how it is used and where it can be purchased. On the other hand selective advertising
is made to meet the selective demand for a particular brand or type is product.
b)
Institutional Advertising :
It is designed to create a proper attitude towards the sellers to build company

image or goodwill rather than to sell specific product or service. Its purpose is to
create a frame of mind and to implant feeling favourable to the advertisers company.
Its assignment is to make friends for the institution or organization.
It is sub-divided into three categories : patronage, public, relations and public
service institutional advertising.
i)
In patronage institutional advertising the manufacturer tells his prospects and

customer about himself his policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful, he convince buyers that his
operation entitles him to the money spent by them.
ii)
Public relations institutional advertising is used to create a favourable image of

the firm among employees, stock-holders or the general public.
iii)
c)
Public service institutional advertising wages public support.

Other Types :
The other types are as follows :
i)
Consumer advertising
ii)
Comparative advertising
iii)
Reminder advertising
iv)
Reinforcement advertising
ADVERTISING OBJECTIVES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company
objectives. Most companies regard advertisingly main objective as hat of proving
support to personal selling and other forms of promotion. But advertising is a highly
versatile communications tools and may therefore by used for achieving various short
and long term objectives. Among these objectives are the following :
1.
To do the entire selling job (as in mail order marketing).
2.
To introduce a new product (by building brand awareness among potential

buyers).
3.
To force middlemen to handle the product (pull strategy).
4.
To build brand preference 9by making it more difficult for middleman to sell
substitutes).
5.
To remind users to buy the product (retentive strategy).
6.
To publicize some change in marketing strategy (e.g., a price change, a new

model or an improvement in the product).
7.
To provide rationalization (i.e. Socially acceptable excuses).
8.
To combat or neutralize competitors advertising.
9.
To improve the moral of dealers and/or sales people (by showing that the
company is doing its share of promotion).
10.
To acquaint buyers and prospects with the new uses of the product (to extend
the PLC).
BENEFITS
The functions of advertisement, and that purpose its ethics, may be

discussion below:
1.
It leads to cheaper prices. "No advertiser could live in the highly competitive
arena of modern business if his methods of selling were more costly than those
of his rivals."
2.
It acquaints the public with the features of the goods and advantages which
buyers will enjoy.
3.
It increases demand for commodities and this results in increased production.

Advertising :
a)
Creates and stimulates demand opens and expands the markets;
b)
Creates goodwill which loads to an increase in sales volume;
c)
Reduces marketing costs, particularly product selling costs.
d)
Satisfied consumer demands by placing in the market what he needs.
4.
It reduces distribution expenses in as much as it plays the part of thousands of

salesman at a home. Information on a mass scale relieves the necessity of
expenditure on sales promotion staff, and quicker and wider distribution leads
to diminishing of the distribution costs.
5.
It ensures the consumers better quality of goods. A good name is the breath of
the life to an advertiser.
6.
By paying the way for large scale production and increased industrialization,
advertising contributes its quota to the profit of the companies the prosperity of
the shareholder the uplifts of the wage earners and the solution of he
unemployment problem.
7.
It raises the standard of living of the general public by impelling it to use to

articles of modern types which may add to his material well being. "Modern
advertising has made the luxuries of yesterday the necessities of
today ..................... It is a positive creative force in business. It makes two
blades of grass grow in the business world where one grew before.
8.
It establishes the goodwill of the concern for the test articles produced by it and
in course of time they sell like not cakes consumer search for satisfaction of
their needs when they purchase goods what they want from its beauty,
superiority, economy, comfort, approval, popularity, power, safety,
convenience, sexual gratification and so on. The manufactures therefore tries to
improve this goodwill and reputation by knowing the buyer behaviour.
To sum up it may be said that advertising aims at committing the producers,
educating the consumer, supplementing the salesman converting the producer
and the dealer to eliminate the competitor, but above all it is a link between the
produce and the consumer.
WHY & WHEN TO ADVERTISE

Advertising as a tool to marketing not only reaches those who buy , but also
those whose opinions or authority is counted for example a manufacturer of marble
tiles and building boards advertises not only to people who intend to build houses but
also to architect and engineers. While the manufacturers of pharmaceuticals products
advertise to doctors as well as to the general public. At time it is necessary for a
manufacturer or a concern to advertise things which it does not sell but which when
sold stimulates the sales of its own product. There are concerns like electric heaters,
iron etc. because the use of these increases the demand for their products.
Advertising should be used only when it promises to bring good result more
economically and efficiently as compared to other means of selling. There are goods
for which much time and efforts are required in creating a demand by sending
salesman to prospective buyers than by simply advertising them. In the early days of
the cash register in America it was sold by specially trained salesman who called on
the prospective users and had the difficult task of convincing them that they could no
longer carry on with the old methods, and that they urgently needed a cash register. In
our country certain publishers have found it less costly to sell their books by sending
salesman from house to house among prospective buyers than to advertise them. In
these two examples the cost of creating demand would be too high if attempted by
advertising alone under such circumstances advertising is used to make the salesman
acceptable to the people they call upon to increase the confidence of the public in the
house. Naturals when there are good profits competitors will be attracted and they
should be kicked out as and when sufficient capital is available by advertising on a
large scale. Immediate result may not justify the increased expenditure but it will no
doubt secure future sales.
DESIGNING ADVERTISING CAMPAIGN :
An advertising is an organized series of advertising messages. It has been
defined as "a planned, co-ordinate series of promotional efforts built around a central
theme and designed to reach a specified goals." In other words, it is an orderly
planned effort consisting of related but self contained and independent
advertisements. The campaign may appear in one more media . it has single theme or
keynote idea and a single objective or goal. Thus, "a unified theme of content provides
psychological continuity throughout the campaign while visual and oral similarity
provide physical continuity. In short run, all campaign want pre-determined
psychological reaction in the long run, practically all campaigns have sales goal.
The series of advertisements used in the campaign must be integrated with the sales
promotional efforts and with the activities of the sales force.
Campaign vary in length some may run only for a few days, other for weeks, yet other
for a season or the entire year. Usually a range of 3 to 6 months includes many
campaigns. Many factors influences campaign length such as competitors advertising
media, policies, seasonal falls curves of the product involved, the size of the
advertising funds, campaign objectives and the nature of the advertisers marketing
programme.
OBJECTIVES OF CAMPAIGN
The advertising campaign, especially those connected with the consumers aims
at achieving these objectives :
i)
To announce a new product or improve product.
ii)
To hold consumers patronage against intensified campaign use.
iii)
To inform consumers about a new product use.
iv)
To teach consumers how to use product.
v)
To promote a contest or a premium offer.
vi)
To establish a new trade regional, and
vii)
To help solve a coca regional problem.
The institutional advertising campaign on the other hand, have these objectives.
i)
To create a corporate personality or image.
ii)
To build a company prestige.
iii)
To keep the company name before the public.
iv)
To emphasize company services and facilities.
v)
To enable company salesman to see top executive consistently when

making sales calls, and
vi)
To increase friendliness and goodwill towards the company.
Developing the campaign programmes. The advertising campaigns are prepared

by the advertising agencies, which work an behalf of their clients who manufacture
product or service enterprises, which have services to sell. The word campaign is used
because advertising agencies approach their task with a sum Blanca of military fanfare
in which one frequently hears words like target audience logistics, zero in and tactics
and strategy etc.
The account executive co-ordinates the work in a campaign. The creation of an

advertising campaign starts with an exploration of consumers habits and psychology
in relation to the product. This requires the services of statistical trained in survey
techniques and of others trained in social psychology. Statisticians select samples for
survey which are done by trained interviewers who visits individuals, included in the
sample and ask question to find out about their taste and habits.
This enquiry often leads to a change in a familiar product. For instance bathing
soap may come in several new colours or cigarette in a new packet or talcum powder
in another size.
Such interviews are often quite essential to find out the appeal of advertising
message for a product that would be most effective with consumers.
David Ogilvy describes a consumers survey to find out the most meaningful
benefit in which women are interested when they buy a face cream. The largest
preference as given to "Cleans deep into pores" followed in order of importance by
prevent dryness, "is a complete beauty treatment, recommended by skin doctors"
makes skin look younger' contains estrogenic hormones, pasteurized for purity,
prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting
come one of Helena Rubinstein's most successful face creams. We christened it deep
cleanser, thus, building the winning form into name of the product.
After getting the data the account executive puts together the essential elements
of his clients brief, interprets the research findings and draws up what he calls the
"advertising strategy".
STAGE IN ADVERTISING CAMPAIGN

Several steps are required to developed an advertising campaign the number of
stages and exact order in which they are carried out may vary according to an
organisations resources, the nature of its product and the types of audiences to be
reached. The major stages/step are :
1.
Identifying and analyzing the advertising.
2.
Defining advertising objects.
3.
Creating the advertising platform.
4.
Determining the advertising appropriation.
5.
Selection media plan.
6.
Creating the advertising message.
7.
Evaluating the effectiveness of advertising.
8.
Organizing of advertising campaign.
1.
Identifying & Analyzing the Advertising target :
Under this step it is to decided as to whom is the firm trying to reach with the
message. The advertising target is the group of people towards which advertisements
are aimed at four this purpose complete information about the market target i.e. the
location and geographical location of the people, the distribution of age, income, sex,
educational level, and consumers attitudes regarding purchase and use both of the
advertising product and competing products is needed with better knowledge of
market target, effective advertising campaign can be developed on the other hand, if
the advertising target is not properly identified and analyzed the campaign is does
likely to be effective.
2. Determining the advertising objectives :
The objectives of advertisement must be specifically and clearly defined in
measurable terms such as "to communicate specific qualities about a particulars
product to gain a certain degree of penetration in a definite audience of a given size
during a given period of time", increase sales by a certain percentage or increase the
firms market shares."
The goals of advertising may be to :
i)
Create a favourable company image by acquainting the public with the

services offered available to the employees and its achievements.
ii)
Create consumers or distributor awareness by encouraging requests

providing information about the types of products sold; providing
information about the benefits to be gained from use of the company's
products or services; and indicating how product (or services) can be
used;
iii)
Encourage immediate sales by encouraging potential purchasers through

special sales contests, getting recommendation of professional people
about company's products etc.
iv)
It secures action by the reader through associating ideas, repetition of

the same name in different contexts, immediate action appeal.
3. Creating the Advertising platform :

An advertising platform consists of the basic issues or selling points that an
advertiser wishes to include in the advertising campaign. A single advertisement in an
advertising campaign may contain one or more issues in the platform. A motorcycle
producers advertising platform should contain issues which are of importance to
consumers filling and such issues also be those which the competitive product do not
posses.
4. Determining the Advertising Appropriation:
The advertising appropriation is the total amount of money which marketer
allocates. For advertising for a specific time period. Determining the campaign budget
involves estimating now much it will cost to achieve the campaigns objectives. If the
campaign objectives are profit relating and stated quantitatively, then the amount of
the campaign budget is determined by estimating the proposed campaigns
effectiveness in attaining them. If campaigns object is to build a particular type of
company image, then there is little basis for predicting either the campaigns
effectiveness or determining the budget required.
5.
Selecting the Media :
Media selection is an important since it costs time space and money various
factors influence this selection, the most fundamental being the nature of the target
market segment, the type of the product and the cost involved. The distinctive
characteristics of various media are also important. Therefore management should
focus its attention on media compatibility with advertising objectives.
Media
Form
1.
Press Advertising or Print
i)
Newspapers
City, Small town, Sundays, Daily,

weekly,
Fortnightly,
quarterlies,
financial and annuals, English,
vernacular or regional languages.
ii)
Magazines
General or special, illustrated or

otherwise, English, Hindi, Regional
language.
iii)
Trade & Technical Journals, Industrial year Circulated all over the country and
books, commercial, directories, telephone, among the industrialist and business
Directories, references books & annuals.
magnates.
2.
Direct Mail
Circulars,
catalogues,
leaflets,
brochures,
booklets,
folders,
colanders, blotters, diaries & other
printed material.
3.
Outdoor or Traffic
Poster and bills on walls, railways
stations platforms outside

buildings trains, buses.
public
4.
Broadcast or radio and T.V.
Spot, Sectional or national trade cost
5.
Publicity
Movie Slides and films non theatrical

and documentary films metal plates
and signs attaches to trees.
6.
House to house
Sampling , couponing, free gifts,

novelties, demonst-rations.
7.
Dealer aids
Counter and widows display

demonstration given by retailer or the
advertises goods.
8.
Internet
Today, Internet is a big spot for

advertising.
So these are the media of the advertising campaign of the selecting of the media.
6.
Creating the Advertising Messages :
This is an important stage of advertising campaign. The contents of the message

has to be very carefully drafted in the advertisement. Characteristics of person in the
advertising target influence the message content and form. An advertisers must use
words, symbols and illustration that are meaningful, familiar and attractive to those
persons. The type of media also influence the content and form of the message.
7.
Evaluating the Effectiveness of Advertising :
The effectiveness of advertising is measured for a variety of reasons :

a)
To determine whether a campaign accomplished its advertising objects.
b)
To evaluate the relative effectiveness of several advertisements to

ascertain which copy, illustrations or layout is best.
c)
To determine the strengths and weaknesses of various media and media

plans.
In other words, measuring advertising effectiveness is needed to determine

whether proposed advertisement should be used and if they will be now they might be
improved; and whether going campaign should be stopped, continued or changed. In
accomplishing these purposes, pretests and post test are conducted. The former tests
before exposing target consumers to advertisements and the letter after consumers
have been exposed to advertisements and the letter after consumers have been
exposed to advertisements.
For an effective advertising programme, the advertising manager requires a
basic understanding of the medium that is going to carry it.
For effectively using advertising the management must test advertising to know
which of the advertisement to know which of the advertisement have proved profitable
and why as compared to others.
THEBENEFITSOFADVERTISING
4.Enormoushumanandmaterialresourcesaredevotedtoadvertising.Advertisingis
everywhereintoday'sworld,sothat,asPopePaulVIremarked,"Noonenowcanescapethe
influenceofadvertising."6Evenpeoplewhoarenotthemselvesexposedtoparticularformsof
advertisingconfrontasociety,acultureotherpeopleaffectedforgoodorillby
advertisingmessagesandtechniquesofeverysort.
Somecriticsviewthisstateofaffairsinunrelievedlynegativeterms.Theycondemn
advertisingasawasteoftime,talentandmoneyanessentiallyparasiticactivity.Inthis
view,notonlydoesadvertisinghavenovalueofitsown,butitsinfluenceisentirelyharmful
andcorruptingforindividualsandsociety.
Wedonotagree.Thereistruthtothecriticisms,andweshallmakecriticismsofourown.But
advertisingalsohassignificantpotentialforgood,andsometimesitisrealized.Herearesome
ofthewaysthathappens.
a)EconomicBenefitsofAdvertising
5.Advertisingcanplayanimportantroleintheprocessbywhichaneconomicsystemguided
bymoralnormsandresponsivetothecommongoodcontributestohumandevelopment.Itisa
necessarypartofthefunctioningofmodernmarketeconomies,whichtodayeitherexistorare
emerginginmanypartsoftheworldandwhichprovidedtheyconformtomoralstandards
baseduponintegralhumandevelopmentandthecommongoodcurrentlyseemtobe"the
mostefficientinstrumentforutilizingresourcesandeffectivelyrespondingtoneeds"ofa
socioeconomickind.7
Insuchasystem,advertisingcanbeausefultoolforsustaininghonestandethically
responsiblecompetitionthatcontributestoeconomicgrowthintheserviceofauthentichuman
development."TheChurchlookswithfavoronthegrowthofman'sproductivecapacity,and
alsoontheeverwideningnetworkofrelationshipsandexchangesbetweenpersonsandsocial
groups....[F]romthispointofviewsheencouragesadvertising,whichcanbecomea
wholesomeandefficaciousinstrumentforreciprocalhelpamongmen."8
Advertisingdoesthis,amongotherways,byinformingpeopleabouttheavailabilityof
rationallydesirablenewproductsandservicesandimprovementsinexistingones,helping
themtomakeinformed,prudentconsumerdecisions,contributingtoefficiencyandthe
loweringofprices,andstimulatingeconomicprogressthroughtheexpansionofbusinessand
trade.Allofthiscancontributetothecreationofnewjobs,higherincomesandamoredecent
andhumanewayoflifeforall.Italsohelpspayforpublications,programmingand
productionsincludingthoseoftheChurchthatbringinformation,entertainmentand
inspirationtopeoplearoundtheworld.
b)BenefitsofPoliticalAdvertising
6."TheChurchvaluesthedemocraticsysteminasmuchasitensurestheparticipationof
citizensinmakingpoliticalchoices,guaranteestothegovernedthepossibilitybothofelecting
andholdingaccountablethosewhogovernthem,andofreplacingthemthroughpeaceful
meanswhenappropriate."9
Politicaladvertisingcanmakeacontributiontodemocracyanalogoustoitscontributionto
economicwellbeinginamarketsystemguidedbymoralnorms.Asfreeandresponsible
mediainademocraticsystemhelptocounteracttendenciestowardthemonopolizationof
poweronthepartofoligarchiesandspecialinterests,sopoliticaladvertisingcanmakeits
contributionbyinformingpeopleabouttheideasandpolicyproposalsofpartiesand
candidates,includingnewcandidatesnotpreviouslyknowntothepublic.
c)CulturalBenefitsofAdvertising
7.Becauseoftheimpactadvertisinghasonmediathatdependonitforrevenue,advertisers
haveanopportunitytoexertapositiveinfluenceondecisionsaboutmediacontent.Thisthey
dobysupportingmaterialofexcellentintellectual,aestheticandmoralqualitypresentedwith
thepublicinterestinview,andparticularlybyencouragingandmakingpossiblemedia
presentationswhichareorientedtominoritieswhoseneedsmightotherwisegounserved.
Moreover,advertisingcanitselfcontributetothebettermentofsocietybyupliftingand
inspiringpeopleandmotivatingthemtoactinwaysthatbenefitthemselvesandothers.
Advertisingcanbrightenlivessimplybybeingwitty,tastefulandentertaining.Some
advertisementsareinstancesofpopularart,withavivacityandelanalltheirown.
d)MoralandReligiousBenefitsofAdvertising
8.Inmanycases,too,benevolentsocialinstitutions,includingthoseofareligiousnature,use
advertisingtocommunicatetheirmessagesmessagesoffaith,ofpatriotism,oftolerance,
compassionandneighborlyservice,ofcharitytowardtheneedy,messagesconcerninghealth
andeducation,constructiveandhelpfulmessagesthateducateandmotivatepeopleinavariety
ofbeneficialways.
FortheChurch,involvementinmediarelatedactivities,includingadvertising,istodaya
necessarypartofacomprehensivepastoralstrategy.10ThisincludesboththeChurch'sown
mediaCatholicpressandpublishing,televisionandradiobroadcasting,filmand
audiovisualproduction,andtherestandalsoherparticipationinsecularmedia.Themedia
"canandshouldbeinstrumentsintheChurch'sprogramofreevangelizationandnew
evangelizationinthecontemporaryworld."11Whilemuchremainstobedone,manypositive
effortsofthiskindalreadyareunderway.Withreferencetoadvertisingitself,PopePaulVI
oncesaidthatitisdesirablethatCatholicinstitutions"followwithconstantattentionthe
developmentofthemoderntechniquesofadvertisingand...knowhowtomakeopportuneuse
oftheminordertospreadtheGospelmessageinamannerwhichanswerstheexpectations
andneedsofcontemporaryman."12
Advertising and other Promotional Tools:

Major Methods of Advertising (Repeatedly Getting Message Out):
Brochures or flyers
-- Many desk-top publishing and word-processing software packages can produce
highly attractive tri-fold (an 8.5 inch by 11-inch sheet folded in thirds) brochures.
Brochures can contain a great deal of information if designed well, and are
becoming a common method of advertising. (See Writing Brochures.)
Direct mail -- Mail sent directly from you to your customers can be highly
customized to suit their nature and needs. You may want to build a mailing list of
your current and desired customers. Collect addresses from customers by noticing
addresses on their checks, asking them to fill out information cards, etc. Keep the
list online and up-to-date. Mailing lists can quickly become out-of-date. Notice
mailings that get returned to you. This should be used carefully and it can incur
substantial cost, you don't want to inundate your stakeholders with information so
make the most of your message. (See Using Direct Mail and Mailing Lists.)
E-mail messages -- These can be wonderful means to getting the word out about
your business. Design your e-mail software to include a "signature line" at the end
of each of your e-mail messages. Many e-mail software packages will automatically
attach this signature line to your e-mail, if you prefer. (See Netiquette - Techniques
and styles of writing e-mail messages and E-mail vs. voice mail.)
Magazines -- Magazines ads can get quite expensive. Find out if there's a
magazine that focuses on your particular industry. If there is one, then the
magazine can be very useful because it already focuses on your market and
potential customers. Consider placing an ad or writing a short article for the
magazine. Contact a reporter to introduce yourself. Reporters are often on the look
out for new stories and sources from which to collect quotes. (See Classifieds of
Newspapers and Magazines.)
Newsletters -- This can be powerful means to conveying the nature of your
organization and its services. Consider using a consultant for the initial design and
layout. Today's desktop publishing tools can generate very interesting newsletters
quite inexpensively. (See Newsletters.)
Newspapers (major) - Almost everyone reads the local, major newspaper(s). You
can get your business in the newspaper by placing ads, writing a letter to the editor
or working with a reporter to get a story written about your business. Advertising
can get quite expensive. Newspaper are often quite useful in giving advice about
what and how to advertise. Know when to advertise -- this depends on the buying
habits of your customers. (See Classifieds of Newspapers and Magazines.)
Newspapers (neighborhood) -- Ironically, these are often forgotten in lieu of
major newspapers, yet the neighborhood newspapers are often closest to the
interests of the organization's stakeholders. (See Classifieds of Newspapers and
Magazines.)
Online discussion groups and chat groups -- As with e-mail, you can gain
frequent exposure to yourself and your business by participating in online
discussion groups and chat groups. Note, however, that many groups have strong
groundrules against blatant advertising. When you join a group, always check with
the moderator to understand what is appropriate. (See the groups listed on the
right-hand side, Netiquette - Techniques and styles of writing e-mail
messages and E-mail vs. voice mail.)
Posters and bulletin boards -- Posters can be very powerful when placed where
your customers will actually notice them. But think of how often you've actually
noticed posters and bulletin boards yourself. Your best bet is to place the posters on
bulletin boards and other places which your customers frequent, and always refresh
your posters with new and colorful posters that will appear new to passers by. Note
that some businesses and municipalities have regulations about the number of size
of posters that can be placed in their areas. (See Signs and Displays.)
Radio announcements -- A major advantage of radio ads is they are usually
cheaper than television ads, and many people still listen to the radio, for example,
when in their cars. Ads are usually sold on a package basis that considers the
number of ads, the length of ads and when they are put on the air. . A major
consideration with radio ads is to get them announced at the times that your
potential customers are listening to the radio. (See Advertising on Radio and T.V.)
Telemarketing -- The use of telemarketing is on the rise. (See Telemarketing.)
Television ads -- Many people don't even consider television ads because of the
impression that the ads are very expensive. They are more expensive than most of
major forms of advertising. However, with the increasing number of television
networks and stations, businesses might find good deals for placing commercials or
other forms of advertisements. Television ads usually are priced with similar
considerations to radio ads, that is, the number of ads, the length of ads and when
they are put on the air. (See Advertising on Radio and T.V.)
Web pages -- You probably would not have seen this means of advertising on a list
of advertising methods if you had read a list even two years ago. Now, advertising
and promotions on the World Wide Web are almost commonplace. Businesses are
developing Web pages sometimes just to appear up-to-date. Using the Web for
advertising requires certain equipment and expertise, including getting a computer,
getting an Internet service provider, buying (usually renting) a Website name,
designing and installing the Website graphics and other functions as needed (for
example, an online store for e-commerce), promoting the Website (via various
search engines, directories, etc.) and maintaining the Website. (See Building,
Managing and Promoting Your Website and Online Advertising and Promotions.)
Yellow Pages --The Yellow Pages can be very effective advertising if your ads are
well-placed in the directory's categories of services, and the name of your business
is descriptive of your services and/or your ad stands out (for example, is bolded, in
a large box on the page, etc.). The phone company will offer free advice about
placing your ad in the Yellow Pages. They usually have special packages where you
get a business phone line along with a certain number of ads.
Promotional Activities Through the Media (Reporters,

Newspapers, etc.)
Articles that you write -- Is there something in your industry or market about
you have a strong impression? Consider writing an article for the local newspaper or
a magazine. In your article, use the opportunity to describe what you're doing to
address the issue through use of your business. (See Basic Writing Skills.)
Editorials and letters to the editor -- Often, program providers are experts at
their service and understanding a particular need in the community; newspapers
often take strong interest in information about these needs, so staff should
regularly offer articles (of about 200 to 900 words) for publication. (See Managing
Media Relations and Basic Writing Skills.)
Press kits -- This kit is handy when working with the media or training employees
about working with the media. The kit usually includes information about your
business, pictures, information about your products, commentary from happy
customers, etc. (See Managing Media Relations.)
Press releases or news alerts -- They alert the press to a major event or
accomplishment and requesting, e.g., it get included in the newspaper; they explain
who, what, where, why and when; some include pictures, quotes, etc. to make it
easier for the reporter to develop an announcement or story. (See Managing Media
Relations.)
Public service announcements (PSA)s -- Many radio and some television

stations will provide public service announcements for nonprofit efforts. Usually,
these PSAs are free.
Other Promotional Activities and Events

Annual reports - Disseminate these to key stakeholders; they're ripe with
information if they include an overview of your year's activities, accomplishments,
challenges and financial status. (See Annual Reports.)
Collaboration or strategic restructuring - If you're organization is undertaking
these activities, celebrate it publicly. (SeeOrganizational Alliances.)
Networking - Spread the word to peers, professional organizations and those with
whom you interact outside the organizations, e.g., educators, consultants,
suppliers, clients, etc. (See Networking.)
Novelties -- It seems more common to find ads placed on pens and pencils, coffee
cups, T-shirts, etc. These can be powerful means of advertising if indeed current
and potential customers see the novelties. This condition often implies additional
costs to mail novelties, print T-shirts, etc.
Presentations -- You're probably an expert at something. Find ways to give even
short presentations, for example, at local seminars, Chamber of Commerce
meetings, trade shows, conventions, seminars, etc. It's amazing that one can send
out 500 brochures and be lucky to get 5 people who respond. Yet, you can give a
presentation to 30 people and 15 of them will be very interested in staying in touch
with you. (See Presenting.)
Relationships with key stakeholders -- Identify at least one representative from
each major stakeholder group and take them to lunch once a year. What seem as
short, informal exchanges can cultivate powerful relationships of interest and
concern.
Special events -- These tend to attract attention, and can include, e.g., an open
house, granting a special award, announcing a major program or service or
campaign, etc.
Special offers -- We see these offers all the time. They include, for example,
coupons, discounts, sweepstakes, sales, etc.
Recent Movement in Marketing, Advertising and Public

Relations -- Social Networking (Online)
Social networking involves a variety of online tools that can be used by people and
organizations to quickly share a great deal of information at very little cost. Many
people are now hearing of some of those tools, e.g., Facebook, Twitter, MySpace
and Youtube. Experts are asserting that social networking is a must for people and
organizations wanting to share information with others -- after all, that's what
marketing is all about! For more information, see
Types of Advertising Media

As we noted in Managing the Advertising Campaign tutorial, selection of the media
outlet through which an ad will be presented has important implications for the
success of a promotion. Each outlet possesses unique characteristics though not all
outlet are equally effective for all advertisers. Thus, choosing the right media can be
a time consuming process requiring the marketer to balance the pros and cons of
each option.
While just a few years ago marketers needed to be aware of only a few media
outlets, todays marketers must be well-versed in a wide range of media options.
The reason for the growing number of media outlets lies with advances in
communication technology, in particular, the Internet. In this tutorial we provide an
overview of the following advertising media:
1. Television
2. Radio
3. Print Publications
4. Internet
5. Direct Mail
6. Signage
7. Product Placement
8. Mobile Devices
9. Sponsorships
10. Other Media Outlets
As we discussed in the Advertising Trends section in the Advertisingtutorial, the

number of media outlets will continue to grow as new technologies emerge. Thus,
marketers are well advised to continually monitor changes occuring within each
media outlet.
Media Advantages and Disadvantages

When trying to select a medium that is right for your advertising message, it's
helpful to know some of the advantages and disadvantages of the various forms
of media to assist you with your decision.
Newspapers. Newspapers are one of the traditional mediums used by businesses, both big and small
alike, to advertise their businesses.
Advantages
Allows you to reach a huge number of people in a given geographic area
You have the flexibility in deciding the ad size and placement within the newspaper
Your ad can be as large as necessary to communicate as much of a story as you care to tell
Exposure to your ad is not limited; readers can go back to your message again and again if so
desired.
Free help in creating and producing ad copy is usually available
Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run
today can be in your customers' hands in one to two days.
Disadvantages
Ad space can be expensive
Your ad has to compete against the clutter of other advertisers, including the giants ads run by
supermarkets and department stores as well as the ads of your competitors
Poor photo reproduction limits creativity
Newspapers are a price-oriented medium; most ads are for sales
Expect your ad to have a short shelf life, as newspapers are usually read once and then
discarded.
You may be paying to send your message to a lot of people who will probably never be in the
market to buy from you.
Newspapers are a highly visible medium, so your competitors can quickly react to your prices
With the increasing popularity of the Internet, newspapers face declining readership and market
penetration. A growing number of readers now skip the print version of the newspaper (and hence
the print ads) and instead read the online version of the publication.
Magazines. Magazines are a more focused, albeit more expensive, alternative to newspaper
advertising. This medium allows you to reach highly targeted audiences.
Advantages
Allows for better targeting of audience, as you can choose magazine publications that cater to
your specific audience or whose editorial content specializes in topics of interest to your
audience.
High reader involvement means that more attention will be paid to your advertisement
Better quality paper permits better color reproduction and full-color ads
The smaller page (generally 8 by 11 inches) permits even small ads to stand out
Disadvantages
Long lead times mean that you have to make plans weeks or months in advance
The slower lead time heightens the risk of your ad getting overtaken by events
There is limited flexibility in terms of ad placement and format.
Space and ad layout costs are higher
Yellow Pages. There are several forms of Yellow Pages that you can use to promote and advertise
your business. Aside from the traditional Yellow Pages supplied by phone companies, you can also check
out specialized directories targeted to specific markets (e.g. Hispanic Yellow Pages, Blacks, etc.);
interactive or consumer search databases; Audiotex or talking yellow pages; Internet directories
containing national, local and regional listings; and other services classified as Yellow Pages.
Advantages
Wide availability, as mostly everyone uses the Yellow Pages
Non-intrusive
Action-oriented, as the audience is actually looking for the ads
Ads are reasonably inexpensive
Responses are easily tracked and measured
Frequency
Disadvantages
Pages can look cluttered, and your ad can easily get lost in the clutter
Your ad is placed together with all your competitors
Limited creativity in the ads, given the need to follow a pre-determined format
Ads slow to reflect market changes
Radio
Advantages
Radio is a universal medium enjoyed by people at one time or another during the day, at home, at
work, and even in the car.
The vast array of radio program formats offers to efficiently target your advertising dollars to
narrowly defined segments of consumers most likely to respond to your offer.
Gives your business personality through the creation of campaigns using sounds and voices
Free creative help is often available
Rates can generally be negotiated
During the past ten years, radio rates have seen less inflation than those for other media
Disadvantages
Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience
Listeners cannot go back to your ads to go over important points
Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple
exposure to break through the listener's "tune-out" factor and ensure message retention
Radio is a background medium. Most listeners are doing something else while listening, which
means that your ad has to work hard to get their attention
Television
Advantages
Television permits you to reach large numbers of people on a national or regional level in a short
period of time
Independent stations and cable offer new opportunities to pinpoint local audiences
Television being an image-building and visual medium, it offers the ability to convey your
message with sight, sound and motion
Disadvantages
Message is temporary, and may require multiple exposure for the ad to rise above the clutter
Ads on network affiliates are concentrated in local news broadcasts and station breaks
Preferred ad times are often sold out far in advance
Limited length of exposure, as most ads are only thirty seconds long or less, which limits the
amount of information you can communicate
Relatively expensive in terms of creative, production and airtime costs
Direct Mail. Direct mail, often called direct marketing or direct responsemarketing, is a marketing
technique in which the seller sends marketingmessages directly to the buyer. Direct mail include catalogs
or other product literature with ordering opportunities; sales letters; and sales letters with brochures.
Advantages
Your advertising message is targeted to those most likely to buy your product or service.
Marketing message can be personalized, thus helping increase positive response.
Your message can be as long as is necessary to fully tell your story.
Effectiveness of response to the campaign can be easily measured.
You have total control over the presentation of your advertising message.
Your ad campaign is hidden from your competitors until it's too late for them to react
Active involvement - the act of opening the mail and reading it -- can be elicited from the target
market.
Disadvantages
Some people do not like receiving offers in their mail, and throw them immediately without even
opening the mail.
Resources need to be allocated in the maintenance of lists, as the success of this kind of
promotional campaign depends on the quality of your mailing list.
Long lead times are required for creative printing and mailing
Producing direct mail materials entail the expense of using various professionals - copywriter,
artists, photographers, printers, etc.
Can be expensive, depending on your target market, quality of your list and size of the campaign.
Telemarketing. Telephone sales, or telemarketing, is an effective system for introducing a company to

a prospect and setting up appointments.
Advantages
Provides a venue where you can easily interact with the prospect, answering any questions or
concerns they may have about your product or service.
It's easy to prospect and find the right person to talk to.
It's cost-effective compared to direct sales.
Results are highly measurable.
You can get a lot of information across if your script is properly structured.
If outsourcing, set-up cost is minimal
Increased efficiency since you can reach many more prospects by phone than you can with inperson sales calls.
Great tool to improve relationship and maintain contact with existing customers, as well as to
introduce new products to them
Makes it easy to expand sales territory as the phone allows you to call local, national and even
global prospects.
Disadvantages
An increasing number of people have become averse to telemarketing.
More people are using technology to screen out unwanted callers, particularly telemarketers
Government is implementing tougher measures to curb unscrupulous telemarketers
Lots of businesses use telemarketing.
If hiring an outside firm to do telemarketing, there is lesser control in the process given that the
people doing the calls are not your employees
May need to hire a professional to prepare a well-crafted and effective script
It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm
It is most appropriate for high-ticket retail items or professional services.
Specialty Advertising. This kind of advertising entails the use of imprinted, useful, or decorative
products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles
are distributed for free; recipients need not purchase or make a contribution to receive these items.
Advantages
Flexibility of use
High selectivity factor as these items can be distributed only to the target market.
If done well, target audience may decide to keep the items, hence promoting long retention and
constant exposure
Availability of wide range of inexpensive items that can be purchased at a low price.
They can create instant awareness.
They can generate goodwill in receiver
The items can be used to supplement other promotional efforts and media (e.g. distributed during
trade shows).
Disadvantages
Targeting your market is difficult.
This can be an inappropriate medium for some businesses.
It is difficult to find items that are appropriate for certain businesses
Longer lead time in developing the message and promotional product
Possibility of saturation in some items and audiences
Wrong choice of product or poor creative may cheapen the image of advertiser
Role of advertising in promotional mix:

There are four elements of promotion mix which include advertising, selling promotion,
public relations and personal selling. Advertising is the main tool of promotion mix.
Advertising is a paid promotion of ideas, goods, or services. This promotion is done through
an identified sponsor. Advertising play a very important role in making the promotion mix
really successful because their are various medias through which advertisement can be
carried out like in-store displays,Web pages, banner ads, posters, signs, motion pictures,
Print ads, radio, television, and billboard. Some of the common personal advertising tools
are direct mail, brochures and catalogs, and emails. Advertising makes the people aware of
a product or service and it enhances buying in consumers. This shows that advertising can
promote a product or service to a large audience and it enhances the sales volume of the
company.
Promotional Mix is part of the promotional strategy being made up of 4 variables
1. Advertising
Public presentation - confers a legitimacy on product
Permits repetition of message
Dramatizes company and its products
Impersonality
2. Personal selling
Personal confrontation
Cultivation
Response
3. Sales promotion
Trade promotions
Sales force promotions
4. Publicity
High veracity (believability)
Off guard
Dramatization
Effectiveness of methods
Publicity - more effective at awareness stage
Advertising - becomes less effective over time
Personal selling - more effective when a more personal relationship is needed
Sales promotion - gives added incentive for buyer action
Role of advertising
Awareness building
Comprehension building
Efficient reminding
Lead generation
Legitimization
Reassurance
Factors influencing the promotion mix
Promotion budget available
Stage of product life cycle
Nature of market situation
Target of the promotion
Nature of the product
The Role of Advertising in a Promotional Mix

Advertising is the "grease that drives" the promotion. The greatest promotion in the world could
produce the most dismal response without incorporating advertising as part of the overall mix.
Advertising is used to make a large potential body of target audience members aware of the
promotion, to communicate the key benefits and to deliver a compelling reason why the target
audience members should take advantage of the promotion. Effectively executed, advertising
plays a significant role in achieving the promotion objectives and goals and provides a means to
measure results.
1.
o
Reach Target Audience

Advertising is used to "reach" and communicate with the target audience
members for the promotion. For example, if a daycare center conducts a promotion to offer a
week of free childcare for new customers, it might use magazine advertising to reach working
moms with children under age 5. Close attention would be paid to how many readers the
magazine reaches who meet the target audience criteria. Readership statistics from several
magazines would then be compared to make the final selection of where to place the
advertisement about the promotion.
2. Generate Awareness
o
It is important to use advertising media strategically and effectively to achieve
awareness of the promotion and gain a Return on Investment (ROI). For example, a newly
opened fitness club in a downtown area might develop a promotional campaign to target
downtown office workers. The fitness club could strategically purchase radio advertising time to
air commercials during morning and evening commute hours (also referred to as "drive time"), to
reach the target audience as they listen to the radio while driving to and from work. The club
could then track new members and revenue gained as a result of airing the radio commercials.
3. Drive Traffic
o
Marketers and advertisers often set a goal to "drive traffic" during a promotion.
This term can encompass driving traffic to all stores in a chain, specific retail locations or
perhaps a website. A tax preparation software company might place a banner ad on the website
for an office supply store. The banner ad could promote a discount or free use of the program for
a limited time. When people click on the banner ad they are driven (or redirected) to the website
for the software company to get the free trial or purchase the software during the promotional
period.
4. Communicate the Call to Action

o
The "call to action" is a major element of the advertising message. In a

promotions campaign, it is used tell the target audience members what to do to participate in the
promotion and gain the benefits or advantages offered. A banner ad on a website will say, "click
here" for more information. A TV commercial promoting a special sale at a department store will
say "shop this weekend only." A newspaper ad promoting a free oil change might say, "bring in
this ad" in order to get the free service. In each case, the advertising serves to tell the target
audience to take an action that qualifies them to take advantage of the promotion.
5. Measure Response and Effectiveness

Advertising provides a means to measure the overall response and results of the
promotion campaign. In an online advertising campaign, the number of clicks on banner ads and
number of website visitors can be tracked. In cases where the promotion has been held before,
and without advertising, measurements can be taken to analyze increases (or decreases) in
several areas, such as sales, attendance and repeat purchases or participation. Polling customers
at check-out or at promotional events is also a useful technique to gather data to compare results
when different forms of advertising are used (such as print, online banners and commercials).
PROMOTORS MIX: no
The Advertising Process:

http://www.marketingminefield.co.uk/marketing-plan/competitor-analysis.html
At this very moment, there must be at least nine other companies competing for your
customers. Some are in your line of business, while others may be in an entirely
different industry. All are trying to convince your customers to buy their goods or
services instead of yours.
How can you win sales in this competitive environment? One way is with
advertising. To understand how advertising works and how to obtain the best
results, begin by refreshing your knowledge of the marketing basics.
Take another look at the marketing texts on your bookshelf, library, or

bookstore - standards such as the Guerrilla Marketing series and others listed
in Advertising Books below are helpful. Review the fundamentals of targeting a
buyer segment and marketing strategically to that particular niche.
Determine who your existing customers are, and define the target market you
want to reach.
Know what you're truly selling, which is probably not only your product or
service, but also an intangible such as status, self-enhancement, or peace of
mind. These have been called the secret motivators of sales. Once you determine
the intangible benefits of your product or service, you'll have a clearer sense of
who else offers that intangible and what advertising approach and image you
need in order to compete successfully.
Taking into account target market, sales message, images, and competitive
environment, determine your underlying objectives in running an advertising
campaign - objectives such as expanding the wholesale side of your business or

developing a more affluent clientele.
Equally important, establish a realistic advertising budget. By rule of thumb, it
should amount to three to five percent of your annual revenues, although you'll need
to consider adjusting up or down depending on the extent and spending levels of
your competition. This budget should cover any community sponsorships you may
provide, as well as your advertising in newspapers, magazines, Yellow
Pages, internet, on radio and television, by direct mail, and any other promotional
avenues you choose.
This is a high-level process for advertising and promoting

products or services:
Brief create a quick overview of the product or service that helps define the objective,
audience, message, budget, channels, etc. This sets the stage for the advertising strategy.
Strategy map out a strategic advertising plan, which would expand upon the elements blow.
Objective/Goal what is the desired result? Set measurable and realistic growth objectives.
Research/analyze find out what is being offered, who is the competition, and what unique
selling points are available.
Define the target audience who are you trying to reach? What are the demographics (age,
education, income, etc.) and psychographics (behaviors, lifestyle, values, opinions, etc.) of the
audience?
Budget who much money is allocated to accomplish the tasks above? What effective
advertising channel/s can be used to meet the objective while working within a tight budget?
Message what needs to be communicated? What are the unique selling points/etc. What is the
hook or call to action? Perform applicable advertising SWOT analysis on concept and content.
Concept/content it cant be trite, ambiguous, weak, clich-filled, or pointless. It needs to
communicate, inform, excite, intrigue, blaze, and yell out, I wont be ignored!
Design how should it look? What style, personality, or brand image should it have? Is it part of
an ongoing brand identity?
Refinement feedback, refinement, perfection.
Launch disseminate to appropriate channels (web, print, TV, radio, direct mail, outdoor ads,
etc.)
Track track applicable results to measure success.

Reflect review the objective, message, budget to see if it aligned with the brief, advertising
plan, and goals.
Competitor Analysis - Marketing Plan

Areas to be covered in the Competitor Analysis section:
Market Share
Include figures of the market share of each competitor, ideally in both value and
quantity terms.
Product / Service Characteristics

For each competitor analyse the characteristics of the product or service. This
includes price, quality, distribution, and service (e.g. after-sales support).
If price and quality are the main points of differentiation in your industry you can
map them onto a graph, helping to illustrate the current industry situation and any
gaps in the market.
Strengths
This includes any advantages as a result of the current market position, levels of
brand recognition, potential to respond to a threatening new entrant, and any
cross-promotional partnerships.
Weaknesses
This could be anything from weaknesses in the product to poor customer service
and reputation issues.
Remember to distinguish between companies taking advantage of their dominant
position through charging higher prices and those companies that are charging
higher prices because their costs determine that they have to. A weakness is only a
real weakness if the company cannot instantly adjust its strategy.
Customer Analysis - Marketing Plan

Areas to be covered in the Customer Analysis section:
Market Size
Include statistics on the size of the market, both in terms of the number of
customers and the value of the industry as a whole.
Attempt to put the above figures into context through providing statistics detailing
the growth (or decline) of the market over recent years.
Customer Segmentation
Divide the customers in the market into different groups based on common
characteristics.
Value Drivers
Identify what each customer segment values when it comes to your industry.
How price sensitive is each segment, is quality an important consideration, and how
important is convenience or are customers willing to go out of their way to get the
right product or service?
Decision Process
Include details of who actually purchases your product or service and who is
responsible for encouraging that purchase.
For many products the buyer is not actually the end user, often considered the
customer.
For example, around 50% of purchases of womens perfume are actually made by
men. The product may be for women but its very important to also focus marketing
efforts on men. Pester Power, used to describe the process of kids pushing parents
into making a purchase, is another example.
Similarly, there are a surprisingly high number of products and services for whom
the buyer is not the main driver being making the purchase, even though they may
be purchasing the product or service for themselves. One example is hairdressing,
with women encouraging men to go to their hairdressers.
Concentration of Customer Base

Give details of where the various target customers are concentrated. Perhaps they
live in similar geographical areas, congregate at certain events, or buy similar
items?
This should help you identify appropriate marketing channels for each customer
segment.
Stp is in ppt..
Setting advertising objectives:

The first step in developing an advertising program is to get the advertisingobjectives. These
objectives
must
flow
from
prior
decisions
on
the
target
market,market
positioning and marketing mix. The marketing positioning and marketing mix strategies define
the job that advertising must do in the total marketing program.
Advertising objectives can be classified as to whether their aim is to inform, persuade or remind.
Informative advertising figures heavily in the pioneering stage of a product category, where the
objective is to build primary demand.
Persuasive advertising has moved into the category of comparison advertising, which seeks to
establish the superiority if one brand through specific comparison with one or more other
brands in the product class. Reminder advertising is highly important in the nature stage of the
product to keep the consumerthinking about the product. A related from of advertising is
reinforcement advertising which seeks to assure current purchasers that they have made a right
choice.
Process of setting advertising objectives:

The advertising objectives must flow from prior decisions on target market, market positioning, and
marketing mix.
Informative advertising:
It is heavily used in the pioneering stage of a product category, where the aim is to build primary
demand.
Ujala commercial, where the ad talks about how different it is from the age old neel by talking
about its solution contents and showing how different your clothes look when washed with
Ujala.
Persuasive advertising:
It is generally used when the product is in the competitive stage, where the companys objective
is to build selective demand for a particular brand.
Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to
use this as a marketing platform.
Reminder advertising:
It is very important to use these when the product is in the maturity stage. They are intended to
remind people to purchase your brand.
Thums up, Coke, Pepsi ads all these ads no more are shown to create awareness or persuasion
because people are already aware of their presence and already have chosen the brand of their
choice. These are just reminder ads to keep the brand or the company fresh in the minds of the
consumers or have the brand top of mind.
Reinforcement advertising:
It seeks to ensure the buyers that they have made the right choice by purchasing your brand.
Hamara Bajaj advertisements make the owner of the two wheelers of Bajaj proud of their
possession by giving it a patriotic positioning.
Setting the Advertising Objective

As we noted in the Promotion Decisions tutorial, marketing promotion, which

includes advertising, can be used to address several broad objectives including:
building product awareness, creating interest, providing information, stimulating
demand and reinforcing the brand. To achieve one or more of these objectives,
advertising is used to send a message containing information about some element
of the marketers offerings. For example:
Message About Product Details about the product play a prominent role in
advertising for new and existing products. In fact, a very large percentage of
product-oriented advertising includes some mention of features and benefits
offered by the marketers product. Advertising can be used to inform
customers of changes that take place in existing products. For instance, if a
beverage company has purchased the brands of another company resulting in
a brand name change, an advertising message may stress "New Name but
Same Great Taste".
Message About Price Companies that regularly engage in price
adjustments, such as running short term sales (i.e., price markdown), can use
advertising to let the market know of price reductions. Alternatively, advertising
can be used to encourage customers to purchase now before a scheduled
price increase takes place.
Message About Other Promotions Advertising often works hand-in-hand
with other promotional mix items. For instance, special sales promotions, such
as contests, may be announced within an advertisement. Also, advertising can
help salespeople gain access to new accounts if the advertising precedes the
salespersons attempt to gain an appointment with a prospective buyer. This
may be especially effective for a company entering a new market where
advertising may help reduce the uncertainty a buyer has about a new
company.
Message About Distribution Within distribution channels, advertising can
help expand channel options for a marketer by making distributors aware of
the marketers offerings. Also, advertising can be used to let customers know
locations where a product can be purchased.
DAGMAR Model
Introduction
DAGMAR is Defining Advertising Goals for Measured AdvertisingResults. It is

basically an approach to advertising planning and a precise method for selecting and
quantifying goals and for using those goals to measure performance.
An advertising objective involves a communication task, intended to create
awareness, impart information, develop attitudes or induce action. In the DAGMAR
approach, the communication task is based on a specific model of the
communication process, as shown below.
Communication Process in DAGMAR Approach

The model suggests that before the acceptance of a product by an individual, there is
a series of mental steps which the individual goes through. At some point of time, the
individual will be unaware of the product or offer in the market. The initial
communication task of the advertising activity is to increase consumer awareness of
the product or offer.
The second step of the communication process is comprehension of the product or
offer and involves the target audience learning something about the product or offer.
What are its specific characteristics and appeals, including associatied imagery and
feelings? In what way does it differ
from its competitors? Whom is it supposed to benefit?
The third step is the attitude (or conviction) step and intervenes between
comprenension and final action. The action phase involves some overt move on the
part of the buyer such as trying a brand for the first time, visiting a showroom, or
requesting information.
The whole communication process is a bit more complex. And under different
circumstances, it may differ slightly, but the the basic concept revolves around what
is mentioned in the paragraphs above. The DAGMAR approach emphasises the
communication task of advertising. The second important concept of the approach is
that the advertising goal be specific. It should be a written, measurable task involving
a starting point, a defined audience, and a fixed time period.
Now that the basic theory is told, how to apply in your specific situation?
We are mainly traders dealing with products from other reputed and not so reputed
companies and sitting here, we cannot dictate the company's advertising strategy.
So, we look forward to developing a model which can reasonably applied in our case.
Let's build your scenario and have the advertising brief:
You are a dealer or distributor and want to sell products of a reputed company. You
don't have to worry about the image and perception of the brand. You are just
worried that customers might not want to buy from you. And, instead, buy from a
competiting shop next to yours dealing with the same kinds of products. In such a
case, what should be done? What should be your advertising objective? Should you
have a advertising strategy? What would be the ingredients of such an advertising
plan? What should be the budget?
Let's discuss some of the issues related to your promotion/advertising related
activity. You must first distinguish between advertising from your marketing
objectives. And DAGMAR is aimed at setting your advertising goals/ plannings and
not marketing goals.
A Measurable Objective
The DAGMAR approach sounds impractical once we talk of measurements, surveys,
questionnaires and all that staff. After all, who'd go for a survey! But, as the approach
emphasises the importance of objectives, we must have some form of measurement
to indicate the effectiveness of the advertising/ promotional campaign.
So if you are thinking of a promotional campaign, it must have an objective. And
an objective that is measurable.
For a yellow page advertisement, the measurement could be the number of phone
calls received before and after the ad was published or the number of referrals
through yellow pages. Many of our advertisers are pleasantly surprised by orders/
offers received through phone calls, which were later found to be through
advertisements in yellow pages.
Now, the question is, if they did not advertise in the yellow pages, would they have
received those orders/ offers? That's another matter, though.
Your measurable objective must be written, clear and unambiguous. Goals like
'Improve store image'/Increase awareness of our store' etc are too vague and do not
lead to anywhere. A good starting point to work on the goal would be:
Increase awareness of our store by 10%
Notice the missing fullstop? We still have to construct our campaign objective.
A Conceivable Benchmark
When we talk of measurement, its both current and future. We must, first, know
where we stand now, and know in quantitative terms. The current position is your
starting point which will help in establishing a goal and selecting a campaign to
reach it. Getting more customer into your store might not be an optimal goal, if you
already receive a large number of visitors. So, have an objective analysis of where you
are and then start working on your objective.
If you know that already many customers are visiting your store, you may probably
have some idea of their behaviour related to purchases. (If you don't, that's a pity).
Now you know that your advertising can be aimed at converting your visitors to
customers.
Let's reconstruct our goal now:
Increase awarenes of our store from the current level of 20% to 30%
Well-Defined Target Audience
Perhaps, the first lession you should learn in marketing is target audience. Not
everyone is going to buy your product. Not everyone needs your product, its another
matter that some needs are latent and needs to be aroused. So, identify your target
audience, to whom you are going to aim your ad campaign. Most likely, this is going
to be your user segment as well.
As an example, if you are selling premium car accessories, you should target
customers who are either stylish, sophisticated or own premium cars.
Working further on the advertising goal, we now have:
Increase awarenes of our store from the current level of 20% to 30% among the
owner of product X
Fixed time period
Your advertising campaign should not run for eternity, without having milestones to
achieve over the future time frame. You should have a fixed time period, six months
or a year, within which you should aim at attaining certain goals. There should also
be some time allocated td to test the campaign, make amendments, if required to the
campaign. A time should be fixed upon the arrival of which the campaign can be
evaluated. So, we finally have our advertising goal as follows:
Increase awarenes of our store from the current level of 20% to 30% among the
owner of product X before the launch of product Y which is expected within the next
six months.
he following should be considered in setting advertising objectives:
Market Segmentation:
Only through careful market segmentation can the target audience for advertising be identified
and defined. The process has to be continuous so that the changes in consumer type, buyer
behavior and socio-economic and other environmental parameters can be kept under the preview.
This provides the advertiser with an informational base to expand, limit or reduce creative
advertising campaigns and media plans to react to different markets effectively.
Buyer Behavior:
Advertising communications must take cognizance of the underlying patterns of buying behavior
in setting objectives so that strategies and messages may be accordingly devised. Needs and
motivations of decision makers may be assessed through the use of various quantitative and
qualitative marketing and advertising research methods.
Product personality and perception:

A mere advertisement demonstrating the characteristic features and special properties does not
contribute towards sales because these can be copied by the competitors. But the perception of
the brand in the minds of the consumers is what moulds product personality and can transcend
mere physical properties and perpetuate itself despite changes in the product itself.
Situational factors:
Advertising objectives will be derived from marketing objectives which will be an ongoing
assessment of the market situation, competition, price position, distribution channel and their
incentives and so forth. In setting up the advertising objectives due consideration should be given
to the time period to which these objectives are confined. In coherence with marketing
objectives, it may relate to short-term and long-term objectives.
Advertising can reach huge audiences with simple messages that present opportunities to
allow receivers to understand what a product is, what its primary function is and how it relates to
all the other similar products. This is the main function of advertising: to communicate with
specific audiences. These audiences may be consumer- or organisation-based, but wherever they
are located, the prime objective is to build or maintain awareness of a product or anorganisation.
Management's control over advertising messages is strong; indeed, of all the elements in the
promotional mix, advertising has the greatest level of control. The message, once generated and
signed off by the client, can be transmitted in an agreed manner and style and at times that match
management's requirements. This means that, should the environment change unexpectedly,
advertising messages can be 'pulled' immediately.
Asian Paints campaign- Waa, Sunil Babu badhiya hai, words nayi Gadi were edited later, as
a result of objection raised by Maruti.
Advertising budget decision:

ADVERTISING BUDGET:
The advertising budget can be written before or after a business owner has
developed the advertising strategy. When to make a budget decision depends on
the importance of advertising and the resources available to the business. If, for
instance, a business knows that they only have a certain amount of money for
advertising then the budget will tend to dictate what advertising is developed
and what the overall marketing objectives will be. On the other hand, if a business
has the resources available, the advertising strategy can be developed to meet
predetermined marketing objectives. For small businesses, it is usually best to put
together an advertising budget early in the advertising process.
The following approaches are the most common methods of developing an effective
budget. All the methods listed are progressive ones that look to perpetuate growth:
*
*
*
*
*
Percentage of future or past sales

Competitive approach
Market share
All available funds
The task or objective approach
The easiest approachand thus the one that is most often usedis
the percentage of future or past sales method. Most industry experts recommend
basing spending on anticipated sales, in order to ensure growth. But for a small
business, where survival may be a bigger concern than growth, basing the
advertising budget on past sales is often a more sensible approach to take.
Setting the Advertising Budget

Setting an advertising objective is easy, but achieving the objective requires a wellthought out strategy. One key factor affecting the strategy used to achieve
advertising objectives is how much money an organization has to spend. The funds
designated for advertising make up the advertising budget and it reflects the amount
an organization is willing (i.e., approved by high-level management) to commit to
achieve its advertising objectives.
Organizations use several methods for determining advertising budgets including:
Percentage of Sales Under this approach advertising spending is set
based on either a percentage of previous sales or a percentage of forecasted

sales. For example, an organization may set next years advertising budget at
10% of this years sales level. One problem with this approach is that the
budget is based on what has already happened and not what is expected to
occur. If the overall market grows rapidly in the following year, the 10% level
from the previous year may be well below what is necessary for the company
to maintain or increase its market share. Alternatively, companies may
consider allocating advertising funds based on a percentage of forecasted
sales. In this way advertising is viewed as a driver of future sales and
spending on advertising is linked directly to meeting future sales forecasts.
However, since future sales are not guaranteed, the actual percentage spent
may be considerably higher than expected if the sales forecast is greater than
what actually occurs.
What is Affordable Many smaller companies find spending of any kind to
be constraining. In this situation, advertising may be just one of several tightly
allocated spending areas and, thus, the level spent on advertising may vary
over time. For these companies, advertising may only occur when extra funds
are available.
Best Guess Companies entering new markets often lack knowledge of how
much advertising is needed to achieve their objectives. In cases where the
market is not well understood, marketers may rely on their best judgment (i.e.,
executives experience) of what the advertising budget should be.
Selecting Media for Message Delivery

With an objective and a budget in place, the advertising campaign will next need to
focus on developing the message. However, before effort is placed in developing a
message the marketer must first determine which media outlets will be used to
deliver their message since the choice of media outlets guides the type of message
that can be created and how frequently the message will be delivered.
An advertising message can be delivered via a large number of media outlets.

These range from traditional outlets, such as print publications, radio and television,
to newly emerging outlets, such as the Internet and mobile devices. However, each
media outlet possess different characteristics and, thus, offer marketers different
advantages and disadvantages.
The characteristics by which different media outlets can be assessed include the
following seven factors:
1.
2.
3.
4.
5.
6.
7.
Creative Options
Creative Cost
Market Reach of Media
Message Placement Cost
Length of Exposure
Advertising Clutter
Response Tracking
Note that a detailed discussion of different media outlets for delivering an

advertisements can be found in the Types of Advertising Media tutorial.
Selecting Media: Creative Options

An advertisement has the potential to appeal to four senses sight, sound, smell
and touch. (It should be noted that promotion can also appeal to the sense of taste
but generally these efforts generally fall under the category of sales promotion which
we will discuss in a later tutorial.) However, not all advertising media have the ability
to deliver multi-sensory messages. Traditional radio, for example, is limited to
delivering audio messages while roadside billboards offer only visual appeal.
Additionally, some media may place limits on when particular options can be used.
For instance, some search engines or websites may only accept graphical-style ads,
such as images, if these conform to certain large dimensions and limit small
advertising to text-only ads.
Selecting Media: Creative Costs

The media type chosen to deliver a marketers message also impacts the cost of
creating the message. For media outlets that deliver a multi-sensory experience
(e.g., television and Internet for sight and sound; print publications for sight, touch
and smell) creative cost can be significantly higher than for media targeting a single
sensory experience. But creative costs are also affected by the expectation of
quality for the media that delivers the message. In fact, media outlets may set
minimal production standards for advertisements and reject ads that do not meet
these standards. Television networks, for example, may set high production quality
levels for advertisements they deliver. Achieving these standards requires expensive
equipment and high cost labor, which may not be feasible for small businesses.
Conversely, creating a simple text only Internet advertisement requires very little
cost that almost anyone is capable of creating.
Selecting Media: Market Reach of Media

The number of customers exposed to a single promotional effort within a target
market is considered the reach of a promotion. Some forms of advertising, such as
television advertising, offer an extensive reach, while a single roadside billboard on
a lightly traveled road offers very limited reach.
Market reach can be measured along two dimensions: 1) channels served and, 2)
geographic scope of a media outlet.
Channels Served - This dimension relates to whether a media outlet is

effective in reaching the members within the marketers channel of distribution.
Channels can be classified as:
o
Consumer Channel Does the media outlet reach the final consumer
market targeted by the marketer?
o
Trade Channel Does the media outlet reach a marketers channel
partners who help distribute their product?
o
Business-to-Business Does the media outlet reach customers in the
business market targeted by the marketer?

Geographic Scope This dimension defines the geographic breadth of the
channels served and includes:
o
International Does the media outlet have multi-country distribution?
o
National Does the media outlet cover an entire country?
o
Regional Does the media outlet have distribution across multiple
geographic regions such as counties, states, provinces, territories, etc.?
Local Does the media outlet primarily serve a limited geographic
area?
o
Individual Does the media outlet offer individual customer targeting?
Selecting Media: Message Placement Cost

Creative development is one of two major spending considerations for advertising.
The other cost is for media placement; the purchase of ad time, space or location
with media outlets that deliver the message. Advertising placement costs vary widely
from very small amounts for certain online advertisements to exorbitant fees for
advertising on major television programs. For example, in the United States the
highest cost for advertising placement occurs with television ads shown during the
National Football Leagues Super Bowl championship game where ad rates for a
single 30-second advertisement exceed (US) $2.5 million. By contrast, ads placed
through online search engines may cost less than (US) $1 dollar.
Media outlets set placement cost using several factors though the most important
are determined by audience size, audience type and an advertisements production
characteristics:
Audience Size Refers to the number of people who experience the media
outlet during a particular time period. For example, for television outlets
audience size is measured in terms of number of program viewers, for print
publications audience is measured by number of readers, and for websites
audience is measured by number of visitors. In general, the more people
experiencing a media outlet, the more the outlet can charge for ads. However,
actual measurement of the popularity of media outlets is complicated by many
factors to the point where the media outlets are rarely trusted to give accurate
figures reflecting their audience. Today nearly all media outlets rely on thirdparty audit organizations to measure audiences and most marketers rely on
these auditors to determine whether the cost of placement is justified given the
audited audience size.
Audience Type As we have discussed many times in the Principles of
Marketing tutorial, the key to marketing is aligning marketing decisions to
satisfy the needs of a target market. A well-defined target market is critical to
successful marketing and vital to a successful advertising campaign. When
choosing a media outlet, selection is evaluated based on the outlets customer
profile (i.e., viewers, readers, website visitors) and whether these match the
characteristics sought by the marketers desired target market. The more
selectively targeted the audience, the more valuable this audience is to
advertisers since with targeted advertising promotional funds are being spent
on those with the highest potential to respond to the advertisers message.
The result is that media outlets, whose audience shares very similar
characteristics (e.g., age, education level, political views, etc.), are in a
position to charge higher advertising rates than media outlets that do not
appeal to such a targeted group.
Characteristics of the Advertisement Media outlet also charge different rates
based on creative characteristics of the message. Characteristics that create
ad rate differences include:
o
Run Time (e.g., length of television or radio ads )
o
Size (e.g., print ads size, billboard size)
o
Print Style (e.g., black-and-white vs. color)
o
Location in Media (e.g., back magazine cover vs. inside pages)
Selecting Media: Length of Exposure

Some products require customers be exposed to just a little bit of information in order to
build customer interest. For example, the features and benefits of a new snack food can
be explained in a short period of time using television or radio commercials. However,
complicated products need to present more information for customers to fully
understand the product. Consequently, advertisers of these products will seek media
formats that allot more time to deliver the message.
Media outlets vary in how much exposure they offer to their audience. Magazines and
other publications provide opportunities for longer exposure times since these media
types can be retained by the audience (i.e., keep old magazines) while exposure on
television and radio are generally limited to the time the ad was broadcast.
Selecting Media: Advertising Cluttter

In order to increase revenue, media outlets often include a large number of ads within a
certain time, space or location. For instance, television programs may contain many ads
inserted during the scheduled run-time of a program. A large number of advertisements
create an environment of advertising clutter, which makes it difficult for those in the
targeted market to recognize and remember particular advertisements. To break
through the clutter advertisers may be required to increase the frequency of their
advertising efforts (i.e., run more ads). Yet greater advertising frequency increases
advertising expense. Alternatively, advertisers may seek opportunities that offer less
clutter where an ad has a better chance of standing out from others. This can be seen
with online downloads (e.g., podcasts) of sports and news programming where a 5-10
minute story will be presented with a single 30-60 second ad.
Selecting Media: Response Tracking

As we noted in the Advertising tutorial, marketers are embracing new technologies
that make it easier to track audience response to advertisements. Newer media
developed using Internet technology offer effective methods for tracking audience
response compared to traditional media. But Internet-media are not alone in
providing response tracking. Other advertising outlets, such as advertising by mail
and television infomercial programming, also provide useful measures of audience
reaction.
Deciding on Advertising Budget

Advertising has a carryover effect that lasts beyond the current period. Although advertising is treated as
a current expense, part of it is really an investment that builds up an intangible asset called brand equity.
This treatment of advertising reduces the companys reported profit and therefore limits the
number of new product launches a company can undertake in any one year.
The following are the five factors that are considered while setting the advertising budget:
Stage in the product life cycle: new products typically receive large advertising budgets to build
awareness and to gain consumers trial.
Market share and consumer base: the brands having a high market share usually require less
advertising expenditure whereas for products whose brand needs to be built, requires larger
advertising expenditure.
Competition and clutter: In todays competitive market, where there are a large number of
competitors, a brand must advertise heavily to be heard.
Advertising frequency: the number of repetitions that need to be made to put across the brand
message to consumers has an important impact on the advertising budget.
Product substitutability: brands in the commodity class require heavy advertising to establish a
different image. For example, cigarettes, beer, soft drinks. Also advertising is important when the
brand can offer unique physical benefits or features.
media brief:
How to write a media brief

Learn how to write a media brief and get a template to use to do this faster. A
media brief is how you as a client outline your advertising media objectives, target
audience(s), budget and other criteria for selecting a media mix and plan. If you're
working with a media planner, they'll work with you to create this.
We're starting the conversation. Share your advice about how to write a
media brief. Read the tips others have shared on the tabs on this page. The
MarketingZone Editors use the input from the community to continuously update
and improve this article.
What is a media brief? A media brief defines:
What your objectives are (business objective, campaign objective, and

media-specific objective)
Who you want to reach (your target audience/s)
What your messaging strategy is
How often you want them to see/hear your ads in a week (on average)
During what timeframe (months, weeks and times of day or week)
What your budget is
Additional media selection criteria and preferences
Media Brief:
Overall Objective
This should be a brief description of the clients ultimate marketing goals, like sales or share figures,
or new product introductions.
Media Plan Objective

Here should be described the specific task this particular campaign should achieve, like awareness levels or
a certain response.
Target Audiences
As much targeting information should be given as would prove useful in finding relevant sites. The
information should be prioritized by importance, indicating which of the many types of audience data will
most likely prove useful to the objective.
Timing Considerations
Seasonality and other marketing efforts should be noted here, as well as required campaign durations.
Geography
Budget
Creative Considerations
Materials Availability (Shipping Dates)
Competitive Issues
Plan Due Date
Any Additional Considerations
Approvals
________________Account Manager
________________Media Manager
The Media Brief SBI - State Bank of India

Their media brief was to basically cover these 3 points
To develop a composite media plan using all available forms of media so as to ensure that
the key target markets are reached with the core messages.
To create better awareness of the use of Debit Cards
To build the SBI Debit Card brand
To encourage more users to use the Debit Card services provided
The media brief can be referred to as a checklist for the media planners to help them prepare
media plan for a client organization. Media planning is not an isolated function but an integral
part of an overall campaign planning. Hence a media planner needs to have a thorough
knowledge of all the variables. Media brief gives a background to the whole planning. It will
cover details on the product/service, the overall marketing strategy, and the proposition being
made. Ideal media brief. In other words, what should it contain to help the media planner in
making an ideal plan to help facilitate decision-making at the clients end? With the proliferation
in the media and media markets becoming more complex, given the heterogeneity of the target
audience, special efforts are made to prepare the media brief. A good media brief should ideally
include the following:
Marketing information checklist:
This should reflect the marketing objectives and proposed strategies, product characteristics,
distribution channels, brand category, expenditure level and ad. expenditure of close competitors,
ad. expenditure for the current, previous years and proposed appropriation.
The objectives:
The media brief must indicate the objective or objectives; the proposed advertising is trying to
accomplish. This must clearly indicate whether the objective is to introduce a new product,
increase awareness about the existing brand, reinforce the current position, reposition the current
brand, relaunch a declining brand, elicit direct response, improve or enhance the companys
reputation or change the peoples attitude towards the company, brand or product category. It
would also indicate the source of business, i.e., the target audience, profile of the current users,
proposed users, etc.
Product category information:

It is pertinent for the media planner to have a thorough knowledge about the product category
and the positioning of the brand being handled. This helps in assessing the strengths and
weaknesses of the brand and also helps in setting achievable targets.
Geography/location:
The media brief helps the planner in knowing his media markets. In other words, for example, if
the product is only available in the metros, then the planner will restrict his media options to only
those vehicles, which reach the target audience in the metros. In case, however, the product is
being launched on all-country basis, the media planner although keeping in view the holistic
approach will also keep in mind the consumption pattern in various geographical locations for
giving relative weightage to areas, where the product usage is more. Besides this, he will also
keep in view the brand development index, sales volume and local market problems and
opportunities.
Seasonality/timing:
Information regarding seasonality of the product is an important consideration for the media
planner. In the Indian context, where there are extreme climates in different parts of the country
at the same time, some products are season-specific.A brief description is required with respect
to the product itself, its uses, the pack, the price, the method of distribution ,etc. what sales
movement are taking place with respect to the product of this category, is the market expanding
or is steady. With respect to competitors, how are their brands advertised or promoted. Is it an
established brand or a new brand fighting for a bench head.
The other information details can be :

market share of the various brands, sales volume of each brand, life cycle stage for
brand/category (new, mature, stagnating or near extinct), market expansion opportunity, interest
level (high/low), responsiveness to advertising, purchase cycle of the product-to help determine
the scheduling pattern.
The sale of woolens is always there in the hilly areas especially, Srinagar, Himachal Pradesh and
higher reaches of Uttar Pradesh, while in southern India, except probably in some parts of
Karnataka, woolens are generally not available. The North experience severe cold for some
months, hence one sees a spurt in advertising during this period. Besides, the planner should
keep track of the sales pattern, influence factors such as festivals, holidays and the weather,
spending considerations, specific sales promotion drive, and client mandated spending
constraint, etc.
Even in case of rural advertising generally the consumers have a high buying power immediately
after the harvest hence showing advertisements at this point of time would be a good strategy
then showing it all year round.
Target audience:
It will be futile to aim the advertisements at every body. In that way the effort is diffused and no
one thinks the advertisement is meant for him. Hence there should be a precise definition of the
people the advertising is to reach. The definition of the target may be a simple.
A profile of those who buy the existing category as also those who buy competitive brands is a
very important consideration for the media planner. Buying habits must also include information
about buying cycles, purchase points, frequency of purchase, etc. This helps the planner to know
the consumer characteristics by category, brand and competitor; demographics-age, income,
education, occupation and motivation; special market segments like doctors, architects, children,
etc. as also media usage data for heavy users, light users of various media vehicles.
Budget:
At the briefing stage the planner also needs to know the media budget-after the cost of producing
the advertisement and the other expenditures have been deducted. In a nutshell, the media brief
should aim at answering-in which markets are the media to be concentrated; what is the product
category-media relationship; how do competitors use the media; who is the media talking to (the
specific target audience); and how much weight needs to be placed on various media in terms of
ad appropriation.
Unit-2:
Message creation:
Creating an Advertising Message
In our discussion of the communication process in the Promotion Decisions tutorial,
effective communication requires the message source to create (encoding) a
message that can be interpreted (decoding) by the intended message receiver. In
advertising, the act of creating a message is often considered the creative aspect of
carrying out an advertising campaign. And because it is a creative process, the
number of different ways a message can be generated is limited only by the
imagination of those responsible for developing the message.
When creating an advertising message the marketer must consider such issues as:
General Message Factors

Message Structure
Message Testing
General Message Creation Factors

When developing the message the marketer must take into consideration several
factors including:
Characteristics of the Target Audience The makeup of the target audience
(e.g., age, location, attitudes, etc.) impacts what is conveyed in the message.
Type of Media Used The media outlet (e.g., television, print, Internet, etc.)
used to deliver the message impacts the way a message will be created.
Product Factors Products that are highly complex require a different
message than simpler products. Additionally, the target markets familiarity
with a product affects what is contained in a message. For instance, a new
product attempting to gain awareness in the market will have a message that
is much different than a product that is well-known.
Overall Advertising Objective As mentioned, the objective of the advertising
campaign can affect the type of ad that is designed. For example, an
advertisement with the objective of stimulating immediate sales for an existing
product will be different than an advertisement that seeks to build initial

awareness of a new product.
Advertising Message Structure

Most advertising messages share common components within the message
including:
The Appeal This refers to the underlying idea that captures the attention of a
message receiver. Appeals can fall into such categories as emotional, fearful,
humorous, and sexual.
Value Proposition The advertising message often contains a reason for
customers to be interested in the product which often means the ad will
emphasize the benefits obtained from using the product.
Slogan To help position the product in a customers mind and distinguish it
from competitors offerings, advertisements will contain a word or phrase that
is repeated across several different messages and different media outlets.
Advertising Message Testing

Before choosing a specific message marketers running large advertising campaigns
will want to have confidence in their message by having potential members of the
targeted audience provide feedback. The most popular method of testing advertising
for the marketer (or their ad agency) is to conduct focus groups where several
advertising messages are presented. On the Internet, advertising delivery
technology allows for testing of ads by randomly exposing website visitors to
different ads and then measuring their response.
Evaluating Advertising Campaign Results

The final step in an advertising campaign is to measure the results of carrying out
the campaign. In most cases the results measured relate directly to the objectives
the marketer is seeking to achieve with the campaign. Consequently, whether a
campaign is judged successful is not always tied to whether product sales have
increased since the beginning of the campaign. In some cases, such as when the
objective is to build awareness, a successful campaign may be measured in terms

of how many people are now aware of the product.
In order to evaluate an advertising campaign it is necessary for two measures to
take place. First, there must be a pre-campaign or pre-test measure that evaluates
conditions prior to campaign implementation. For instance, prior to an advertising
campaign for Product X a random survey may be undertaken of customers within a
target market to see what percentage are aware of Product X. Once the campaign
has run, a second, post-campaign or post-test measure is undertaken to see if there
is an increase in awareness. Such pre and post testing can be done no matter what
the objective including measuring.
5 Questions To Ask Yourself

When Planning Your Advertising Campaign
1- How much help do you require from an advertising company? Will this project be created
from scratch, or do you have existing marketing that you would like to place into the hands
of an expert?
2- Are you looking to generate immediate interest for a coming event or sales offer that
requires immediate interest, or aiming to promote your business as a whole, growing and
developing in a larger timeframe across the internet?
3- Perhaps you already have a website online, in which case a complete refresh campaign
may not be right for you. An ad company could optimize your existing site, leading to greater
web presence, placing you alongside - or even above - other local businesses in
competition.
4- Likewise, starting from a position of zero online publicity, the right advertising company
for you can show you a great many ways to build up a business website, handling all
corners of your internet campaign.
5- From a short-term perspective, simple solutions may be ideal for advertising special
offers, one-off events or recruitment. The immediate results from such an approach may
not, however, be what you require for a longer-term strategy aimed at building up customer
bases, or encouraging repeat visitors and, importantly, continued sales.
Copywriting:
Copywriting is the use of words and ideas to promote a person, business, opinion or idea.
Although the word copy may be applied to any content intended for printing (as in the body of a
newspaper article or book), the term copywriter is generally limited to promotional situations,
regardless of the medium (as advertisements for print, television, radio or other media). The
word copywriting is regularly used as a noun or gerund.
The purpose of marketing copy, or promotional text, is to persuade the reader, listener or viewer
to actfor example, to buy a product or subscribe to a certain viewpoint.
Copy Writers are used to help create direct mail pieces, taglines, jingle lyrics, web page content
(although if the purpose is not ultimately promotional, its author might prefer to be called
a content
writer),
online
ads, e-mail and
other Internet content, television or radio commercial scripts, press

papers, catalogs, billboards,
brochures,
postcards,
sales
letters,
releases, white
and
other marketing
communications media. It can also appear in social media content including blog posts, tweets,
and social-networking site posts.
Content
writing
on websites may include
among
its
objectives
the
achievement
of
higher rankings in search engines. Known as "organic" search engine optimization (SEO), this
practice involves the strategic placement and repetition of keywords and keyword phrases
on web pages, writing in a manner that human readers would consider normal.
Advertising copywriting:
Advertising is both art and science, its a mass media communication vehicle that
needs to understand consumers mindset, be creative and above all Sell. What
makes good advertising stand out from the ordinary is its creative concept and flow
of copy.
At rightcopywriter we study your audience and based on our insights, we focus on
developing the big idea that would capture their attention. Our advertising
copywriters are always pushing their creative boundaries to develop innovative
concepts and flawless copy that will help clients achieve their business objectives.
Rightcopywriter offers creative Advertising copywriting for following communication

vehicles:
Print Advertising
Posters
Point of Purchase (POP) material
Web Banners
E- Mailers
Direct Mail
Right copy writer also develops scripts / storyboards for television commercials and
promos. We provide end-to-end advertising solution, right from conceptualization,
copy and design. On request we can also organize and execute photo shoots, stock
photos and other elements required to develop and execute a creative advertising
campaign for all kinds of products and services.
Role of creativity in copywriting: no
Media Vehicles and Their Types

Deciding to include advertising in the communication mix process is a relatively easy
decision compared to deciding which media and media vehicle (for example which
magazine or which cancel on TV, etc.)
Most of the advertising budget gets spent on the media (and not the creative or
production side).This is why a careful planning, negotiating and knowledge skills are
very important. Expert media planners and buyers got the best out of the advertising by
finding the right spaces or places for an ad campaign at the lowest cost.
There are a wide variety of media available today for the advertisers to
choose from. The decision is depended on a lot of factors at the same time it
is a very crucial decision since the success of the campaign is highly
depended on the media selection aspect.
TYPES OF MEDIA VEHICLES
BROADCAST MEDIA
Broadcast media are quite young in comparison to the printed word.

Fundamentally there are two main forms of broadcast: television and radio.
Advertisers use these classes of media in order to reach mass audiences with
their messages at a relatively low cost per target reached.
The media allows the advertisers to add audio and /or visuals to their
messages. The media gives life and energy to the advertising message which
is not really possible through other media.
However people are normally unable and unwilling to become actively
involved in the broadcast advertising message. They cant consume the pace
at which the message is seen and understood as the time is very short due
to the cost aspect. The advertisers are also unable to provide excessive
details and information.
As a result the medium becomes more suitable for low involvement products.
Advertising messages through the broadcast media use a small time period,
normally 15 or 30 or 60 seconds depending on their budget and the
availability.
NARROWCASTING
The word "narrowcasting" is particularly unique to the industry of media
specifically that of broadcast media. It is, according to the dictionary, the
ability to "aim a radio or TV program or programming at a specific, limited
audience or consumer market."
The practice came to the forefront with the advent of cable television. As this
specialty media has matured, narrowcasting has become a fine art.
In the earlier days of Indian television, the two major networks
(doordarshans) dominated programming and sought to obtain the widest
audience possible. They avoided programming content that might appeal
only to a small segment of the mass population and succeeded in their goal
by reaching nearly 90% (combined) of the television viewing audience on a
regular basis.
The networks maintained their stronghold until competition emerged through
the addition of many independent stations, the proliferation of cable
channels and the popularity of videocassettes. These competitors provided
television audiences with many more viewing options. Consequently, the
large numbers previously achieved through mass-oriented programming
dwindled and "narrowcasting" took hold.
With narrowcasting the programmer or producer assumes that only a
limited number of people or a specific demographic group will be interested
in the subject matter of a program. In many ways, this is the essence of

cable television's programming strategy.
Following the format or characteristics of specialized magazines, a cable
television program or channel may emphasize one subject or a few closely
related subjects.
For example, music television is presented on MTV (Music Television), or
Channel V, CMM.ETC, CNN (Cable News Network) offers 24-hour news
coverage; ESPN (Entertainment Sports Network) boasts an all sports format;
and Star TV, Zee etc, covers the family entertainment segment. Other cable
channels feature programming such as shopping, comedy, science-fiction, or
programs aimed at specific ethnic or gender groups highly prized by specific
advertisers
NEW MEDIA
Recent technological advances have increased the range of new media
available to the advertisers to communicate with their prospects and the
consumers. New media allows for far greater level of interactions between
the advertiser and the receiver.
The new media would include internet and short message service (SMS).
New media is different from traditional media on a number of fronts, bu the
most important being the time that elapses between message receipt and
response.
With new media the advertisers can target tightly clustered audiences with
well defined messages.
INTERNET ADVERTISING
The World Wide Web is a hybrid medium, which shares characteristics
with mass communication as well as interpersonal communication. The
medium combines the ability of the mass media to disperse a message to a
wider audience with some of interpersonal communications possibilities of
feed-back and interaction.
From a marketing view point, one of the implications of this is that exposure
and action advertising and transactions can be integrated. Since the medium
is interactive, users of the World Wide Web play a much more active role in
the communication process than users of traditional mass media.
Where traditional mass media are characterized by an information push, the
communication processes on the Web are driven by a basic information pull,
meaning that the control balance of the communication process has shifted
in favor of the user. The immense body of information available to the

individual user further pushes the control of the communication process
towards the user, and has lead to a highly fragmented content structure that
allows the individual user to pursue his specific interests.
Internet advertising has gained significant momentum across the world and
has become a part of the media mix that is being considered by advertisers
worldwide.
Media planning
Media planning is generally the task of a media agency and entails finding the most
appropriate media products for a client's brand or product. The job of media planning involves
several areas of expertise that the media planner uses to determine what the best combination
of media is to achieve the given marketing campaign objectives.
In the process of planning the media planner needs to answer questions such as:
1. How many of the audience can I reach through different media?
2. On which media (and ad vehicles) should I place ads?
3. Which frequency should I select?
4. How much money should be spent in each medium?
In answering these questions the media planner then comes to an optimum media plan that
enables him or her to deliver on the client's objectives.
Media Planning
Media Planning is a very important component of the Marketing Strategy of an organization.
Media Planning is defined as "Process of designing a scheduling plan that shows how
advertising time and space in selected media and vehicles contribute to the achievement of
marketing objectives in an advertising campaign".
Media planning, in general terms, is a tool that allows the advertiser to select the most
appropriate media to communicate the message in sufficient frequency towards the
maximum number of potential customers at the lowest cost.
The two most basic words in Media Planning are:
Medium: A medium is a carrier and deliverer of Advertisements. It is a broad

general category of carries such as Newspapers, Television, Radio, Internet, Outdoor,
Direct Mail, etc.
Vehicle: It is a specific carrier within a Media category. So a Zee TV would be the
vehicle in the category of TV. Many a time a specific programs or sections within a
medium may be termed as a vehicle. For example, a "Kyunki saas bhi" on Star Plus
would be the vehicle in the Television category.
Types of Media used in Advertising

The types of media used in Advertising can be broadly classified into:
Traditional or Mass Media: TV, Radio. Idea to reach large audience.

Niche Media: Cable TV, Direct mail, etc. Reach the target audience with specific
demographics, narrowly defined target audience.
Non-Conventional Media: Internet.
Media Planning Procedure:

As mentioned earlier, Media planning is a component of the Marketing strategy of the
organization. Therefore, marketing considerations must precede Media Planning. Media
planning on the whole answers a lot of questions like "How many prospects do I need to
Reach?". "In which medium should I place the Ads?", etc.
In the media strategy the target audience must be defined more clearly and
thoroughly.
1. Target audience and advertisement must fit each other.
a. Kind of argumentation, esthetics, used language etc.
b. Appropriate prominent endorsers (e.g., Shah Rukh Khan for Pepsi)
2. Advertising might communicate to different target audiences with different
objectives
e.g., Increase product sales in group 14-29, Increase brand awareness and image in
group 30+
3. Reaching target audiences by mass media advertising means: matching...

a. Target audience of advertisement and
b. (Factual) audience of vehicle
To increase the value derived by the advertiser, the intersection 'B' should be increased by
identifying the target audience of the brand and the audience reached by the brand.
Some Essential Terms in Media Planning
The main objectives of Advertising are: Inform, Persuade and Remind. Media Planning
is the subset of the Advertising Strategy, which in turn is the subset of the overall Marketing
Strategy. In the field of Media Planning one encounters the following terms quite often:
Reach : The proportion of the audience should be reached with the advertising
message during a specified period. It is the number of different recipients exposed to
at least one advertisement during the specified period of a campaign (usually four
weeks)
Frequency: How frequently are the recipients being exposed to message? In other
words it is the average number of times an advertisement reaches each recipient in a
given period.
Weight: The amount of total advertising is needed to accomplish advertising
objectives.
Continuity: The amount of advertising budget being allocated over the period. There
are basic types of ways in which the advertising budget is allocated: Continuous
Scheduling, Pulsing and Flighting.
Steps to Media Planning

Every media plan begins with target audience. The target audience can be classified in
terms of age, sex, income, education, occupation and other variables. The audience can
also be classified as children teenagers, young adults, office goers, newly married
couples, parents, grandparents, etc. i.e DECIDING ON TARGET MARKETS
The classification of the target audience helps the media planner to understand the media
consumption habits, and accordingly choose the most appropriate media or media-mix The
media planner can also select the most appropriate programme (in case of radio and TV) to insert
advertisement.
Matching media and market
Advertisers must always attempt to match the profile of the target market with the demographic
characteristics of a given mediums audience. Let us consider an example of cigarette
advertising. The target market for this is men in the age group of 25 to 60 years. The advertiser
would consider placing ads in magazines having a predominantly male readership. Advertising in
magazines having a predominantly female readership would be mostly wasteful for this product.
It may be true that rarely does any magazine have a 100 percent male readership. Even so, when
selecting a predominantly mens magazine, the advertiser would minimize wasteful expenditure,
Some media, such as general interest consumer magazines and newspapers, network radio and
television offer to an advertiser the means of transmitting ad messages to a cross-section of the
consumer market. Against this, some other media, such as spot radio and television, special
interest magazines, business publications, and some business newspapers offer the means of
reaching selective group of audience. The selectivity offered by some media is useful for
advertisers, for it enables them to reach a distinct target market with minimum waste. In fact, a
great deal of information on the media about their demographic characteristics is provided by the
media themselves. The objective of any media planner is to achieve the best possible matching of
the media and the market.
DECIDING ON MEDIA OBJECTIVES:
The media planner has to decide on the media objectives. Media objectives often are stated in
terms of reach, frequency, gross rating points and continuity.
Media objectives
You can contribute most to the media process in the definition of objectives (what you want the
plan to accomplish). Before media planning can start, companies have to define the marketing
objectives of the product/ idea proposed to be advertised.
For example, if a professional camera manufacturer decides to launch an automatic camera to
expand his market, his marketing objective would be to reach those segments of the population
who are photo enthusiasts but do not want to be hassled by the intricacies of operation of
professional cameras, the fun loving people who want to capture moments of joy and
togetherness. The manufacturer may also target the existing professional camera users to
consider a replacement in order to have the pleasure of an automatic camera, which obviously
will be faster, having mastered the manual one. The marketing objective, hence, would be to
extend distribution into new geographic markets or income groups as also the current users of
cameras
The following could be the media objectives
To reach photo enthusiasts of that age and income group who are the chief purchasers.
To concentrate the greatest weight in urban areas where the target audience would normally be
found and where new ideas gain a quicker response.
To provide advertising support at a consistent level except when it needs extra weight during
announcements and the holiday season, when such target buyers are planning to visit exotic
places or to meet their kith and kin.
To select those media, which will help strengthen the creative strategy and help demonstrate
convenience, ease of shooting and, of course, excellent results. The Hot Shot camera with
theKhatak sound became an instant success with the photo enthusiasts in the late eighties in
India.
To reach target buyers through those media to gain greater frequency and lesser cost per
opportunity
Media objectives are built around answers to five questions: who, when, where, how often, and
in what way?
MEDIA EVALUATION
After the objectives are defined there is a need to evaluate each media in order to reach a
conclusion about the type of media that will be most effective for the accomplishment of the
objectives.
The objects of the evaluation are:
To see which media are feasible.
To pick the main medium.
To prepare for the decision on how it should be used.
To see whether there are suitable supporting media if required.
Creative suitability:
There may be obvious reasons why a particular medium is especially suitable for the campaign
or another is unsuitable, a coupon is to be included or the absence of colour is critical. Often the
preference of the creative group is not backed up by concrete evidence but they have strong
views nevertheless about the media to use and those not to use.
The agency is not in the business of reaching consumers with exposures of advertisements
(which tend to be the media departments natural criterion), but in the business of selling the
product. So if the creative choice looks at all reasonable in media terms, it is usually sensible for
the planning to accept it.
Sometimes the creative choice is unreasonable and may have been reached without full
consideration of the alternatives.
An idea:
Sometimes a media idea, or better an idea which involves media and creative content, is
obviously right or simply a novelty, which is expected to attract attention and so work. A press
advertisement in the shape of the product, using publications that have never before carried this
type of advertising, a radio commercial announcing officially there is now no shortage of the
product, a TV commercial that starts with silence and black screen, a poster that looks like a shop
window and so on. Sometimes a change is as good as an increased budget.
Proven effectiveness:
When there is evidence that a particular medium is the most efficient, the choice is obvious. The
evidence may come from the tests on our own product or from a study of competitors activities.
The advertiser often insists on using the same medium as before, even without testing its
effectiveness. The best predictor of an advertising schedule is the schedule for the previous year.
This is not always laziness. It is partly because the media scene is not very different from year to
year: media change is dictated by a major shift in the market place, a new medium, a new
definition of the target, or a new advertising idea. Advertisers resist change because it involves
more risk than to continue with a proven, viable strategy.
Availability and timing:
The type of product or copy claim may prevent the use of a medium- this is most likely to rule
out TV, on which, for example cigarettes are not advertised. The flexibility required by the
advertiser, for example being able to cancel or change advertising at a few days notice, may also
rule out a medium-for example it may make colour press impossible.
Competition:
We cant come off the box, thats where our competitors are.
Look, theres no advertising for this product in womens magazines: lets dominate there.
Of the two policies- match the competition or avoid it- the first is more common in media choice.
This may be because the main purpose of the advertising is defensive- to reassure existing buyers
and reassure existing buyers and diffuse competitors attacks. It may also be a fear of leaving him
to dominate a medium. Or the medium normally chosen is simply the most suitable for that
product group. Or the consumer and the trade have come to expect the advertising to be in that
medium and look for it there, so it works best there.; on the same principle, shops often do better
together in the High Street than scattered over the town.
These arguments apply to large advertisers: McDougalls will not leave spillers to be the only
large flour manufacturer on TV, nor Cadburys leave TV to Mars. But for the small budgets it
could be inefficient to hit competition at knee-level. A small advertiser might do better to
dominate a less used medium.
CHOOSING AMONG MAJOR MEDIA TYPES:
The media planner has to know the capacity of the major media types to deliver reach, frequency,
and impact. The major advertising media along with their costs, advantages, and limitations are
to be well understood. Every media plan requires that specific media types be selected
Doordarshan, Direct mail, satellite TV, newspapers, magazines, etc. Media planners must
consider several variables before choosing among major types:
Target audience media habits:

This is the most important factor. Housewives watch more of television, whereas, working
women go for magazines. Again television programmes have different viewers. For instance,
world this week is viewed by teenagers and young adults. Therefore, it would be advisable to
advertise during World this week such products which are of interest to teenagers and young
adults. Radio and television are the most effective media for reaching teenagers.
Products:
Products that require demonstration can suit for television. For example, the demonstration of the
use of a vacuum cleaner by Eureka Forbes. Financial advertising such as new issue of shares is
good in newspapers. Women's dresses are best shown in color magazines, and Polaroid cameras
a best demonstrated on television. Media types have different potentials for demonstration,
visualization, explanation, believability, and color.
Again there are media restrictions on certain products. For instance, alcoholic drinks and
cigarettes cannot be advertised in press as well as on DD and AIR, hence these two options are
totally ruled out.
Message:
The type of message dictates the type of media. For example, an ad that features technical
information is best suited for specific magazines. Again, an ad from retailer announcing major
sale on discount requires more of local newspapers.
Cost Factor:
Television is very expensive, where as, radio is very economical. However, cost is not the only
factor, even if it is calculated on the basis of cost per- person reached. The impact of the media is
to be taken into account.
SELECTING SPECIFIC MEDIA VEHICLES
Once a decision is made on media types, specific media vehicles within each medium must be
chosen. For instance, the media planner may take a decision to select only magazines. The
question now appears in which magazines. There are several classes of magazines- General
interest like Readers digest, Women Interest magazines like Femina, Savvy, Elle, Business
interest magazines like Business India, Business Today. If the decision is to select Business
Interest Magazines- then the media planner may consider the following:
Business India
Business World
Fortune India
Dalal Street Journal
Business Today
Advertising & Marketing
Media Planning Process

Situation analysis
* Strategy & targets (business/brand/consumer)
* Market situation and competition analysis
* Marketing und media objectives
Objectives
* Definition of communication objectives
* cognitive-oriented objectives (awareness, recall)
* affective-oriented objectives (interest, brand positioning,
brand development, brand management)
* conative-oriented objectives (purchase intentions,
customer loyalty)
Target group analysis
* target group identification: two-step segmentation process
* definition of core target groups based on
- demographic characteristics (age, gender)
- psychographic characteristics (interests, buying habits)
- socioeconomic characteristics (occupation, social status,
income, buying power)
- behavioural characteristics (buying behaviour, decision behaviour)
Strategic media planning
* Campaign strategy (duration, timing, recency/burst strategy)
* Media mix and budgeting
* Advertising impact
* Ad specials
Detail planning/Optimization
* Detail planning for each media channel
* Availability
* Dates of publication
* Selection of time slots
* Positioning within the magazine or commercial break
Purchasing
* Booking (order management, production plans)
* Job handling (artwork, tapes)
* Rescheduling/Optimization
Completion
* Controlling, documentation
* Invoicing
Evaluation/Controlling
* Campaign performance (expost analysis)
* Planning, purchasing efficiency
* Competition reporting
Negotiations/Discounts
* Special conditions, performance optimization
* Client-specific agreements
Testing advertisement
effectiveness: Measuring
Advertising Effectiveness:
All advertising efforts are directed mainly
towards the achievement of
business,
marketing and advertising objectives i.e., to
increase the sales turnover and thus to
market the maximum profit. The advertiser
spends lakhs of rupees in to this
advertising activity. In the background of all
these efforts, is an attempt to attract the
customer towards the product through
advertising. As soon as the advertising campaign is over, a need is generally arisen to measure
the effectiveness of the campaign. Whether, it has achieved the desired results i.e. desired
sales profitability or results in terms the change in customer behaviour in favour of the
companys product which will naturally, affect the future sale of the product.
In order to measure the effectiveness of advertising copy, two types of tests pre tests and post
tests- can be undertaken. Pre tests are generally conducted in the beginning of the creation
process or at the end of creation process or production stage. There are several pre and post
tests techniques to measure the effectiveness of the advertising copy.
The effectiveness of advertising in a particular media may also be measured in any of the
following ways;
By giving different addresses to different media,
Different newspapers may be selected for advertisements of different departments,
Coupon blank etc. May be provided with the advertisement or
Enquiry from consumers should mention the name of the source of information.
The technique is known as keying the advertising. Thus in measuring the effectiveness of
advertising we include measuring of the effectiveness of advertising campaign, advertising copy
and the effectiveness of individual media. This chapter deals these three problems.
Importance of measuring the Effectiveness of Advertising
It acts as a Safety measure: Testing effectiveness of advertising helps in finding out

ineffective advertisement and advertising campaigns. It facilitates timely adjustments in
advertising to make advertising consumer oriented and result oriented. Thus waste of money
in faulty advertising can be avoided.
Provides feedback for remedial measures: Testing effectiveness of advertising

provides useful information to the advertisers to take remedial steps against ineffective
advertisements.
Avoids possible failure: Advertisers are not sure of results of advertising from a
particular advertising campaign. Evaluating advertising effectives helps in estimating the
results in order to avoid complete loss.
To justify the Investment in Advertising: The expenditure on advertisement is

considered to be an investment. The investment in advertising is a marketing investment and
its objectives should be spelt out clearly indicating the results expected from the campaign.
The rate and size of return should be determined in advance. If the expected rate of return is
achieved in terms of additional profits, the advertisement can be considered as effective one.
To know the communication Effect: The effectiveness of the advertisement can be

measured in terms of their communication effects on the target consumers or audience. The
main purpose of advertising is communicated the general public, and existing and prospective
consumers, various information about the product and the company. It is therefore desirable to
seek post measurements of advertising in order to determine whether advertisement have
been seen or heard or in other words whether they have communicated the theme, message
or appeal of the advertising.
Compare two markets: Under this procedure, advertising is published in test markets
and results are contrasted with other. Markets so called control markets which have had
the regular advertising program. The measurements made to determine results may be
measurements of change in sales, change in consumer attitudes, changes in dealer display
and so on depending upon the objectives sought by the advertiser.
Methods of Measuring Advertising Effectiveness

Advertising is aimed at improving the sales volume of a concern so its effectiveness can be
evaluated by its impact on sales. Most of the managers believe that the advertisement directly
affects the sales volume and hence they evaluate the effectiveness of the advertising campaign
by the increase in the sales volume.
Read More: Measuring Advertising Effectiveness
There may be two types measures
Direct measures and,
Indirect measures.
1. Direct Measures of Advertising Effectiveness

Under direct measures, a relationship between advertising and sales is established. A
comparison of sales of two periods or two periods or two markets may be done and the
corresponding changes may be noted. The following are some of the methods that are generally
used in measuring that advertising effects.
i. Historical Sales Method
Some insights into the effectiveness of past advertising may be obtained by measuring the
relationship between the advertising expenditure and the total sales of the product. A multiple
regression analysis of advertising expenditure and sales over several time periods may be
calculated. It would show how the changes in advertising expenditure have corresponding
changes in sales volume. This technique estimates the contribution that advertising has made to
explaining in a co relational manner rather than a casual sales, the variation in sales over the
time periods covered in the study
ii. Experimental Control
The other measure of advertising effectiveness is the method of experimental control where a
casual relationship between advertising and sales is established. This method is quite
expensive when related to other advertising effectiveness measures yet it is possible to isolate
advertising contribution to sales. Moreover this can be done as a pre-test to aid advertising in
choosing between alternative creative designs. Media schedules expenditure levels or some
combination of these advertising decision areas. One experimental approach to measuring the
sales effectiveness of advertising is test marketing.
a. Before-after with Control Group Design: This classic design uses several test and
control cities in this design two types of cities are selected. Cities in which advertising
campaigns are affected may be named as test cities and other cities may be called
central cities. First of all, the normal sales level is calculated for both type of cities prior
to advertising campaign, and then the advertising campaign is presented to the test
cities and not the central cities. The effect of advertising campaign, can then, be
measured by subtracting the amount of post campaign figure of sale from the pre
campaign sale figures in test cities
b. Multivariable Experimental Designs: While the experimental design discussed above
yields a reasonably accurate estimate of the effects of the advertising on sales, it is not
successful in explaining the success or failure of the campaign itself. Multivariable
designs Produce these explanations and are, therefore used by some very large firm
because of their diagnostic value.The power of this multivariable factorial design is
explained by G.H.Brown, former Fords Director of Marketing Research. For any single
medium, eight possible geographic areas have been exposed and eight have not been
exposed. Thus, in this experimental model it is possible to evaluate how each individual
medium behaves alone and in all possible to evaluate how each individual medium
behaves alone and in all possible combinations with other media.
2. Indirect Measures of Advertising Effectiveness
As it is very difficult to measure the direct effect of advertising on companys profits or sales,
most firms rely heavily on indirect measures. These measures do not evaluate the effects of
advertisements directing on sales or profits but all other factors such as customer awareness or
attitude or customer recall of advertising message affect the sales or profits or goals of the
business indirectly. Despite the uncertainties about the relationship between the intermediate
effects of advertising and the ultimate results, there is no other alternative but to use indirect
measures. The most commonly used measures are;
Exposure to Advertisement: In order to be effective, the advertisement must gain

exposure. The management is concerned about the number of target audiences who see
or hear the organization message set in the advertisement. Without exposure,
advertisement is bound to failure. Marketers or advertisers may obtain an idea of exposure
generated by the medium by examining its circulation or audience data which reveal the
number of copies of the magazine, newspaper or journal sold the number of persons
passing the billboards or riding in transit facilities, or the number of persons living in the
televiewing or radio listening area, and the number of persons switching on their T.V. and
radio sets at various points of time. This number can be estimated by interviewing the
numbers of the audience for different media.
Attention or Recall of Advertising Message Content: This is one of the widely used
measures of advertising results. Under this measure, a recall of the message content
among a specified group or groups or prospective customers is measured within 24 hours
of the exposure of the advertisement. Attention value is the chief quality of the advertising
copy the advertisements cannot be said to be effective unless they attract the attention of
the target consumers. There are two methods for evaluating the attention getting value of
the advertisements. One is pre-test and the other is post-test. In a pre-test evaluation, the
consumers are asked to indicate the extent to which they recognise or recall the
advertisement, they have already seen. This test is conducted in the laboratory setting.
Here consumers read, hear or listen to the advertisement and then researchers ask
question regarding the advertisement just to test the recall and then evaluate it. In posttest method, the consumers are asked questions about the indication of recognition or
recall after the advertisement has been run. These measures assume that customers can
recall or recognize what they have viewed or listened to. Various mechanical devices are
being used in the western countries which provide indices of attention such as eye-camera
etc.
Brand Awareness: The marketers who rely heavily on advertising often appraise its
effectiveness by measuring the customers awareness about the particular product or
brand. The assumption of this type of measure is that there is a direct relationship between
the advertisements and the awareness. This type of measure is also subject to the same
criticisms as is applicable to direct measures of effectiveness (sales measures because
awareness is also not the direct result of the advertisements. It is also affected by many
other factors. But, for new products, changes in awareness can often be attributed to the
influence of advertising.
Comprehension: Consumers generally use advertisements as a means of obtaining

information about the product, brand or the manufacturer. They cannot be informed unless
they comprehend the message (grasp the message mentally and understand it fully).
Various tests for valuating comprehension are available. One is recall tests an indicator
of comprehension because it is evident that consumers recall what they comprehend.
Another measure of the variable is to ask questions about subjects how much they have
comprehended a message they have recently heard or seen. One may employ somewhat
imprecise test of the comprehension of a newspaper and radio advertisement. One may
ask typical target consumers from time to time such questions like what did you think of
our new commercial? and Did it get the message across? The answers of these
questions will provide sufficient insight into advertising decision making.
Attitude Change: Since advertising is considered to be one way of influencing the state of
the mind of the audience towards a product, service or organisation, the results are very
often measured in terms of
attitudes among
groups exposed
to advertising
communication. Several measures are used ranging from asking the questions about
willingness to buy the likelihood of buying to the measurement of the extent to which
specific attributes (such as modern or new) are associated with a product.
Action: One objective of advertisement may be assumed to be to stimulate action or

behavior. The action or intention to take an action may be measured on the intention to
buy measuring instrument. Under this type of measure, consumers are asked to respond
why they are interested in purchasing the product or brand. One type of action that
advertisers attempt to induce is buying behavior. The assumption is that if an increase in
sales follows a decrease in advertising expenditure, the change in sales levels are good
indicators of the effectiveness of advertising. Logic suggests that measurement of sales is
preferable to other measurements.

Thus, these above measures (direct or indirect) are used to evaluate the effectiveness of
advertisements. It seems from the analysis of the above methods of measuring effectiveness
that directly or indirectly changes in sales or profits are taken as the measuring rod of the
effectiveness of the advertising.
Pre Testing Advertising Campaigns

Advertisements can be researched prior to their release (pre-test) or after they have been released (posttest). Pre-tests are sometimes referred to as copy tests.
The methods used to pre-test advertisements are based upon either qualitative or quantitative criteria.
The most common methods used to pre-test advertisements are concept testing, focus groups, consumer
juries, dummy vehicles, readability, theatre and physiological tests. Focus groups are the main qualitative
method used and theatre or hall tests, the main quantitative tests.The primary purpose of testing
advertisements during the developmental process is to ensure that the final creative will meet the
advertising objectives.
The practical objective of pre-testing unfinished and finished creative work is that it is more effective for an
advertiser to terminate an advertisement before costs become so large and commitment too final.
Changes to an advertisement that are made too late may be resisted partly because of the sunk costs
and partly because of the political consequences that pulling an advertisement might have.Once a series
of advertisements has been roughed or developed so that its messages can be clearly understood,
advertisers seek reassurance and guidance regarding which of the alternatives should be developed
further.
Concept tests, in-depth interviews, focus groups and consumer juries can be used to determine which of
the proposed advertisements are the better ones by using ranking and prioritization procedures. Of those
selected, further testing can be used to reveal the extent to which the intended message is accurately
decoded. These comprehension and reaction tests are designed to prevent inappropriate advertisements
reaching the finished stage.
Types of advertising research

There are two types of research, customized and syndicated. Customized research is
conducted for a specific client to address that clients needs. Only that client has access to the
results of the research. Syndicated research is a single research study conducted by a research
company with its results available, for sale, to multiple companies.[15] Pre-market research can
be conducted to optimize advertisements for any medium: radio, television, print (magazine,
newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet. Different
methods would be applied to gather the necessary data appropriately. Post-testing is conducted
after the advertising, either a single ad or an entire multimedia campaign has been run inmarket. The focus is on what the advertising has done for the brand, for example increasing
brand awareness, trial, frequency of purchasing.
Pre-testing
Pre-testing, also known as copy testing, is a form of customized research that predicts in-market
performance of an ad, before it airs, by analyzing audience levels of attention, brand
linkage, motivation, entertainment, and communication, as well as breaking down the ads Flow
of Attention and Flow of Emotion.[16] Measuring attention is very important in Pre-testing. The
data tells us where customers look at and which parts of the ad they ignore. Attention can be
measured with Eye tracking or AttentionTracking. Pre-testing is also used on ads still in rough
form e.g., animatics or ripomatics. Pre-testing is also used to identify weak spots within an ad
to improve performance, to more effectively edit 60s to 30s or 30s to 15s, to select images
from the spot to use in an integrated campaigns print ad, to pull out the key moments for use
in ad tracking, and to identify branding moments.[17]
Campaign pre-testing
A new area of pre-testing driven by the realization that what works on TV does not necessarily
translate in other media. Greater budgets allocated to digital media in particular have driven the
need for campaign pre-testing. The first to market with a product to test integrated campaigns
was OTX in association with Sequent Partners with the introduction of MediaCEP. The latest
generation of this product incorporates one of the leading media planning tools developed by a
media modeling and software company Pointlogic. The addition of a media planning tool to this
testing approach allows advertisers to test the whole campaign, creative and media, and
measures the synergies expected with an integrated campaign.[18]
Post-testing
Post-testing/Tracking studies provide either periodic or continuous in-market research
monitoring a brands performance, including brand awareness, brand preference, product usage
and attitudes. Some post-testing approaches simply track changes over time, while others use
various methods to quantify the specific changes produced by advertisingeither the campaign
as a whole or by the different media utilized.
Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches
that provide the most detailed information on the accomplishments of the campaign are most
valued. The two types of campaign post-testing that have achieved the greatest use among
major advertisers include continuous tracking, in which changes in advertising spending are
correlated with changes in brand awareness, and longitudinal studies, in which the same group
of respondents are tracked over time. With the longitudinal approach, it is possible to go beyond
brand awareness, and to isolate the campaign's impact on specific behavioral and perceptual
dimensions, and to isolate campaign impact by medium.[19]
http://www.enotes.com/small-business-encyclopedia/advertising-budget
Methods of Setting an Advertising Budget

By Shemiah Williams, eHow Contributor
Advertising puts your organization in the public eye. Whether online or in print, repeated
exposure is what makes potential customers think of your organization the next time they
need a service you offer. So how much do you invest in this exposure? Setting a reasonable
advertising budget that will yield the desired results is the goal. Here are some things to
consider when formulating an advertising budget.
1.
o
What's the Destination?

Start by determining your primary goal. Are you looking to promote a
campaign or a program? Do you want to increase awareness about a certain topic or issue?
What is your "call to action"? You have to understand what you're looking to gain from
advertising before you invest in it.
Spend some time determining who your target audience will be and how to best reach
them. For example, mass-market campaigns entail more external components, such as
billboards or public-transportation ads. While costly, these components are likely to reach
the biggest audience. You also should consider the time line for the advertising, because
the time of year can make a difference in the cost.
2.
o
How Will You Advertise?

After assessing your goals and target audience, you should determine what
methods to use: online, print advertising, radio or external advertising, such as billboards
and public-transit ads? Gather estimates for each medium. Talk to the advertising
representatives about your projected goals and what you're hoping to accomplish. They can
make recommendations about which medium would suit your needs best.
Sample Budget
o
A general rule of thumb is that an advertising budget is 3 percent to 5 percent

of annual revenue. For example, if your annual revenue is $100,000, you should spend
$3,000 to $5,000 on advertising. Using this estimate, prioritize the media you researched
and include multiple components to diversify your outreach. For example, you could spend
$3,000 on a print ad in a highly circulated newspaper and $2,000 for an online ad on a
partner agency's website.
Preparation and choice of methods of advertising

budgets:
The advertising budget of a business typically grows out of the marketing goals and objectives of
the company, although fiscal realities can play a large part as well, especially for new and/or
small business enterprises. As William Cohen stated in The Entrepreneur and Small Business
Problem Solver, "In some cases your budget will be established before goals and objectives due
to your limited resources. It will be a given, and you may have to modify your goals and
objectives. If money is available, you can work the other way around and see how much money
it will take to reach the goals and objectives you have established." Along with marketing
objectives and financial resources, the small business owner also needs to consider the nature of
the market, the size and demographics of the target audience, and the position of the advertiser's
product or service within it when putting together an advertising budget.
In order to keep the advertising budget in line with promotional and marketing goals, an
advertiser should answer several important budget questions:
1. Who is the target consumer? Who is interested in purchasing the advertiser's product or
service, and what are the specific demographics of this consumer (age, employment, sex,
attitudes, etc.)? Often it is useful to compose a consumer profile to give the abstract idea
of a "target consumer" a face and a personality that can then be used to shape the
advertising message.
2. Is the media the advertiser is considering able to reach the target consumer?
3. What is required to get the target consumer to purchase the product? Does the product
lend itself to rational or emotional appeals? Which appeals are most likely to persuade the
target consumer?
4. What is the relationship between advertising expenditures and the impact of advertising
campaigns on product or service purchases? In other words, how much profit is earned
for each dollar spent on advertising?
Answering these questions will provide the advertiser with an idea of the market conditions, and,
thus, how best to advertise within these conditions. Once this analysis of the market situation is
complete, an advertiser has to decide how the money dedicated to advertising is to be allocated.
BUDGETING METHODS
There are several allocation methods used in developing a budget. The most common are listed
below:
Percentage of Sales method
Objective and Task method
Competitive Parity method
Market Share method
Unit Sales method
All Available Funds method
Affordable method
It is important to notice that most of these methods are often combined in any number of ways,
depending on the situation. Because of this, these methods should not be seen as rigid, but rather
as building blocks that can be combined, modified, or discarded as necessary. Remember, a
business must be flexibleready to change course, goals, and philosophy when the market and
the consumer demand such a change.
PERCENTAGE OF SALES METHOD Due to its simplicity, the percentage of sales method is
the most commonly used by small businesses. When using this method an advertiser takes a
percentage of either past or anticipated sales and allocates that percentage of the overall budget
to advertising. Critics of this method, though, charge that using past sales for figuring the
advertising budget is too conservative and that it can stunt growth. However, it might be safer for
a small business to use this method if the ownership feels that future returns cannot be safely
anticipated. On the other hand, an established business, with well-established profit trends, will
tend to use anticipated sales when figuring advertising expenditures. This method can be
especially effective if the business compares its sales with those of the competition (if available)
when figuring its budget.
OBJECTIVE AND TASK METHOD Because of the importance of objectives in business, the
task and objective method is considered by many to make the most sense, and is therefore used
by most large businesses. The benefit of this method is that it allows the advertiser to correlate
advertising expenditures to overall marketing objectives. This correlation is important because it
keeps spending focused on primary business goals.
With this method, a business needs to first establish concrete marketing objectives, which are
often articulated in the "selling proposal," and then develop complimentary advertising
objectives, which are articulated in the "positioning statement." After these objectives have been
established, the advertiser determines how much it will cost to meet them. Of course, fiscal
realities need to be figured into this methodology as well. Some objectives (expansion of area
market share by 15 percent within a year, for instance) may only be reachable through
advertising expenditures that are beyond the capacity of a small business. In such cases, small
business owners must scale down their objectives so that they reflect the financial situation under
which they are operating.
COMPETITIVE PARITY METHOD While keeping one's own objectives in mind, it is often
useful for a business to compare its advertising spending with that of its competitors. The theory
here is that if a business is aware of how much its competitors are spending to inform, persuade,
and remind (the three general aims of advertising) the consumer of their products and services,
then that business can, in order to remain competitive, either spend more, the same, or less on its
own advertising. However, as Alexander Hiam and Charles D. Schewe suggested in The
Portable MBA in Marketing, a business should not assume that its competitors have similar or
even comparable objectives. While it is important for small businesses to maintain an awareness
of the competition's health and guiding philosophies, it is not always advisable to follow a
competitor's course.
MARKET SHARE METHOD Similar to competitive parity, the market share method bases its
budgeting strategy on external market trends. With this method a business equates its market
share with its advertising expenditures. Critics of this method contend that companies that use
market share numbers to arrive at an advertising budget are ultimately predicating their
advertising on an arbitrary guideline that does not adequately reflect future goals.
UNIT SALES METHOD This method takes the cost of advertising an individual item and
multiplies it by the number of units the advertiser wishes to sell.
ALL AVAILABLE FUNDS METHOD This aggressive method involves the allocation of all
available profits to advertising purposes. This can be risky for a business of any size, for it means
that no money is being used to help the business grow in other ways (purchasing new
technologies, expanding the work force, etc.). Yet this aggressive approach is sometimes useful
when a start-up business is trying to increase consumer awareness of its products or services.
However, a business using this approach needs to make sure that its advertising strategy is an
effective one, and that funds which could help the business expand are not being wasted.
AFFORDABLE METHOD With this method, advertisers base their budgets on what they can
afford. Of course, arriving at a conclusion about what a small business can afford in the realm of
advertising is often a difficult task, one that needs to incorporate overall objectives and goals,
competition, presence in the market, unit sales, sales trends, operating costs, and other factors.
MEDIA SCHEDULING
Once a business decides how much money it can allocate for advertising, it must then decide
where it should spend that money. Certainly the options are many, including print media
(newspapers, magazines, direct mail), radio, television (ranging from 30-second ads to 30-minute
infomercials), and the Internet. The mix of media that is eventually chosen to carry the business's
message is really the heart of the advertising strategy.
SELECTING MEDIA The target consumer, the product or service being advertised, and cost
are the three main factors that dictate what media vehicles are selected. Additional factors may
include overall business objectives, desired geographic coverage, and availability (or lack
thereof) of media options.
SCHEDULING CRITERIA As discussed by Hiam and Schewe, there are three general
methods advertisers use to schedule advertising: the Continuity, Flighting, and Massed methods
ContinuityThis type of scheduling spreads advertising at a steady level over the entire
planning period (often month or year, rarely week), and is most often used when demand
for a product is relatively even.
FlightingThis type of scheduling is used when there are peaks and valleys in product
demand. To match this uneven demand a stop-and-go advertising pace is used. Notice
that, unlike "massed" scheduling, "flighting" continues to advertise over the entire
planning period, but at different levels. Another kind of flighting is the pulse method,
which is essentially tied to the pulse or quick spurts experienced in otherwise consistent
purchasing trends.
MassedThis type of scheduling places advertising only during specific periods, and is
most often used when demand is seasonal, such as at Christmas or Halloween.
ADVERTISING NEGOTIATIONS AND DISCOUNTS

No matter what allocation method, media, and campaign strategy that advertisers choose, there
are still ways small businesses can make their advertising as cost effective as possible. Writing
in The Entrepreneur and Small Business Problem Solver, author William Cohen put together a
list of "special negotiation possibilities and discounts" that can be helpful to small businesses in
maximizing their advertising dollar:
Mail order discountsMany magazines will offer significant discounts to businesses

that use mail order advertising.
Per Inquiry dealsTelevision, radio, and magazines sometimes only charge advertisers
for advertisements that actually lead to a response or sale.
Frequency discountsSome media may offer lower rates to businesses that commit to a
certain amount of advertising with them.
Stand-by ratesSome businesses will buy the right to wait for an opening in a vehicle's
broadcasting schedule; this is an option that carries considerable uncertainty, for one
never knows when a cancellation or other event will provide them with an opening, but
this option often allows advertisers to save between 40 and 50 percent on usual rates.
Help if necessaryUnder this agreement, a mail order outfit will run an advertiser's ad
until that advertiser breaks even.
Remnants and regional editionsRegional advertising space in magazines is often

unsold and can, therefore, be purchased at a reduced rate.
BarterSome businesses may be able to offer products and services in return for
reduced advertising rates.
Seasonal discountsMany media reduce the cost of advertising with them during
certain parts of the year.
Spread discountsSome magazines or newspapers may be willing to offer lower rates

to advertisers who regularly purchase space for large (two to three page) advertisements.
An in-house agencyIf a business has the expertise, it can develop its own advertising
agency and enjoy the discounts that other agencies receive.
Cost discountsSome media, especially smaller outfits, are willing to offer discounts to
those businesses that pay for their advertising in cash.
Of course, small business owners must resist the temptation to choose an advertising medium
only because it is cost effective. In addition to providing a good value, the medium must be able
to deliver the advertiser's message to present and potential customers.
RELATIONSHIP OF ADVERTISING TO OTHER PROMOTIONAL TOOLS
Advertising is only part of a larger promotional mix that also includes publicity, sales promotion,
and personal selling. When developing an advertising budget, the amount spent on these other
tools needs to be considered. A promotional mix, like a media mix, is necessary to reach as much
of the target audience as possible. As Gerald E. Hills stated in "Market Opportunities and
Marketing" in The Portable MBA in Entrepreneurship, "When business owners think about the
four promotion tools, it becomes obvious why promotion managers must use a mix. There are
clear trade-offs to be made between the tools."
The choice of promotional tools depends on what the business owner is attempting to
communicate to the target audience. Public relations-oriented promotions, for instance, may be
more effective at building credibility within a community or market than advertising, which
many people see as inherently deceptive. Sales promotion allows the business owner to target
both the consumer as well as the retailer, which is often necessary for the business to get its
products stocked. Personal selling allows the business owner to get immediate feedback
regarding the reception of the business' product. And as Hills pointed out, personal selling allows
the business owner "to collect information on competitive products, prices, and service and
delivery problems."
Here are some of the methods companies use to set their advertising
campaign budgets.
1. The Percent of Sales Method: The advertising campaign budget is a
constant percentage of desired sales. A car manufacturer may spend less
than 1% of sales, while a small retailer may budget 3 -7% of sales. A jewelry
store may budget 8 -12% of sales, and other companies may budget 20% or
more.
This method works as long as the advertising campaign budget is set as a
percentage of desired sales. If the budget is set to actual sales, and sales
drop, you do not want to cut your advertising campaign budget, or you will get
caught in a downward spiral.
2. The Task Objective Method: How much money do you need to spend to
reach the specific goals you have outlined for the advertising campaign? This
is especially effective when you are starting out, or if you are trying to grow
rapidly. Some advertising campaign strategies call for heavy spending upfront
in order to win long-term customers.
3. The Historical Method: How much did you spend to reach your sales
goals in previous years or periods? You will find that by tracking your ads, you
will know in advance what you need to do to accomplish your goals.
4. Share of Market - Share of Voice: This method links market share to
advertising expenditure. A company with a 20% market share would spend
slightly more than 20% of the total advertising dollars spent in the market for
that product or service. For new companies, expenditures would be 1.5 times
the desired market share until that position is attained. [So if you want 20%
market share, you spend 30% of total advertising dollars in that market until
you get it].
5. Competitive Parity: With competitive parity you spend in equal amounts to
your competitors as a percentage of market share. This is a self-defense
method of budgeting marketing and advertising expenditures.
6. The Combination Method: The best advertising campaign budget you
can set will be based on some combination of all of the previous models. You
want to maintain a minimum level of advertising, fulfill specific goals, maintain
your market share, keep up with your competitors, and compare everything to
last year.
Ethical and social issues : their in ppt
Management of advertising agencies:
What is an advertising agency? The Client Agency Relationship.
An advertising agency handles part or all marketing communications activities on behalf of a

client organization. The agencies themselves tend to vary in size from small, perhaps a handful
of people, to vast - where many thousands of employees make up the company. A commission is
generally taken by the agency which tends to be taken from the media purchases of the client
organisation.
This is done rather like a theatrical agent would take a percentage of the income of an actor for
whom employment had been found. The agency may also take payment from the media owners
(i.e. sometimes take a discount and do not pass it on to the client). More transparent means of
payment are becoming more popular, with some agencies being paid-by-results.
There are many types of agency, but it is generally accepted that the main ones are include fullservice agency, a la carte agency, or specialist agency. A full-service agency will take on the
whole project or campaign. An a la carte agency will offer some aspects of a campaign such as
media buying, rather like buying items from a menu.
A specialist agency tends to be small and more focused on a specific aspect of marketing
communications and/or a specific market such as Internet Marketing.
A Full-Service Agency will offer:
Account management.
Creative.
Media.
Traffic and production.
Account planning.
Account management.
Account managers work for an agency with the client (an agency's customers are called 'clients').
Very often they will spend a lot of time with the client working as part of their marketing team.
This is one way in which an agency works closely with its client and why the 'chemistry'
between a client and its agency needs to be right. The account manager makes sure that the
correct information is passed from the client to the other members of the agency. He or she is a
co-ordinator and time manager. The account planner will work on a brief that is fed back to the
agency team.
Creative Team
The first internal agency team members to see the brief tend to be the creatives and the media
planners. The brief contains a 'proposition' that the client wishes to communicate to the target
audience. The creative team will transform the proposition into something exciting and attractive
to the target audience. The creative team decide upon the 'creative concept.' This will be a
motivational idea. The words used to express the creative concept are called 'copy.' The images,
pictures and diagrams are created i.e. the 'design' or 'layout.' This is done by 'designers' and
'copywriters.' Beware some creatives! Creatives tend to be artistic and innovative. Hence their
advice should be highly regarded and any criticism should be constructive.
Traffic and Production Team.

The traffic and media team are in charge of the production of the physical and artistic output, i.e.
the marketing communication. In the case of a TV advert, they would commission scripts, recruit
a ctors (mainly via agents), film crews and supporting activities (such as costumes and catering).
All ads are different and so the specifics will vary. In the case of print advertising, the traffic and
production team would commission and sign-off all printed advertising material such as direct
marketing materials, magazine ads or posters.
Account Planning Team.

The account planning team work on the 'customer's' perspective, and take an outward look at the
world. They support the creative teams by supplying data and opinion on what I actually
occurring in the marketing in which advertising is to be placed. They tend to use secondary data
to support decisions, and would rarely commission original research. However, with material
supplied my organisations such as Mori, Datamonitor, ACORN, and other - the account planning
team can build an image of segments to help the creatives.
Media Team.
The media team will organise the timing and scheduling of the marketing communications
campaign. They will look at the range of media to be exploited, and then look at the best slots in
which to run advertising. They will help a client to decide upon the duration of and individual
slot, and how many of them to run. Here the expense and return to the client are key factors that
influence decision-making. The two main skills of the media team are media planning and media
buying. Today there is a wealth of data on which media buying can be based. There is software
for planning and simulation.
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and
handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is
independent from the client and provides an outside point of view to the effort of selling the
client's
products
or
services.
An
agency
can
also
handle
overall marketing andbranding strategies and sales promotions for its clients.
Typical
ad
agency
clients
include
businesses
and corporations, non-profit
organizations and government agencies. Agencies may be hired to produce an advertising

campaign.
History
The first acknowledged advertising agency was William Taylor in 1786, another agency was
started by James 'Jem' White in Fleet Street, London in 1800, and eventually evolved into White
Bull Holmes a recruitment advertising agency, that went out of business in the late 1980s.[1][2] In
1812 George Reynell, an officer at the London Gazette, set up another of the early advertising
agencies also in London.[1] This remained a family business until 1993, as 'Reynell & Son', and
is now part of the TMP Worldwide agency (UK and Ireland) under the brandTMP Reynell.
[1]
Another early agency that traded until recently ,was founded by Charles Barker, and the firm
he established traded as 'Barkers' until 2009 when it went into Administration.

Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This
agency placed ads produced by its clients in various newspapers
produce "photographs, ambrotypes and daguerreotypes." His ads were the first
whose typeface and fonts were distinct from the text of the publication and from that of other
advertisements. At that time all newspaper ads were set in agate and only agate. His use of
larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first fullpage ad in a newspaper.
In 1864, William James Carlton began selling advertising space in religious magazines. James
Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman,
purchasing the company in 1877 and renaming it the James Walter Thompson Company, which
today is the oldest American advertising agency. Realizing that he could sell more space if the
company provided the service of developing content for advertisers, Thompson hired writers
and artists to form the first known Creative Department in an advertising agency. He is credited
as the "father of modern magazine advertising" in the US.
Types of advertising agencies

Ad agencies come in all sizes and include everything from one or two-person shops (which rely
mostly on freelance talent to perform most functions), small to medium sized agencies, large
independents such as SMART and multi-national, multi-agency conglomerates such
as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.
Limited-Service Advertising Agencies

Some advertising agencies limit the amount and kind of service they offer. Such agencies
usually offer only one or two of the basic services. For example, although some agencies that
specialize in "creative" also offer strategic advertising planning service, their basic interest is in
the creation of advertising. Similarly, some "media-buying services" offer media planningservice
but concentrate on media buying, placement, and billing.
When the advertiser chooses to use limited-service advertising agencies, it must assume some
of the advertising planning and coordination activities that are routinely handled by the fullESHWARI.S---LORAA BUSINESS ACADEMYPage 92
service advertising agency. Thus, the advertiser who uses limited-service agencies usually
takes greater responsibility for the strategic planning function, gives greater strategic direction to
specialist creative or media agencies, and exercises greater control over the product of these
specialized agencies, ensuring that their separate activities are well-ordered and -coordinated.
Specialist Advertising Agencies

In addition to the full-service, general-line advertising agencies, there are also agencies that
specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified,
industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment,
travel, and so on.
Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising,
for example, specialized media or media uses are involved that require knowledge and
expertise not ordinarily found in a general-line agency. In other cases, such as medical or
industrial advertising, the subject is technical and requires that writers and artists have training
in order to write meaningful advertising messages about it.
Such specialist advertising agencies are also usually "full-service," in that they offer all the basic
advertising agency services in their area of specialization plus other, peripheral advertising
services related to their area of specialization.
In-House Advertising Agencies

Some advertisers believe that they can provide such advertising services to themselves at a
lower cost than would be charged by an outside agency.
Interactive agencies
Interactive agencies may differentiate themselves by offering a mix of web
design/development, search engine marketing, internet advertising/marketing, or e-business/ecommerceconsulting. Interactive agencies rose to prominence before the traditional advertising
agencies fully embraced the Internet. Offering a wide range of services, some of the interactive
agencies grew very rapidly, although some have downsized just as rapidly due to changing
market conditions. Today, the most successful interactive agencies are defined as companies
that provide specialized advertising and marketing services for the digital space. The digital
space is defined as any multimedia-enabled electronic channel that an advertiser's message
can be seen or heard from. The 'digital space' translates to the Internet, kiosks, CD-ROMs,
DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive agencies function similarly to
advertising agencies, although they focus solely on interactive advertising services. They deliver
services such as strategy, creative, design, video, development, programming (Flash and
otherwise), deployment, management, and fulfillment reporting. Often, interactive agencies
provide: digital lead generation, digital brand development, interactive marketing and
communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0
website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC
campaign management, content management services, web application development, and
overall data mining & ROI assessment.
Search engine agencies

Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by
some as 'agencies' because they create media and implement media purchases of text based
(or image based, in some instances of search marketing) ads. This relatively young industry has
been slow to adopt the term 'agency', however with the creation of ads (either text or image)
and media purchases, they do technically qualify as 'advertising agencies'.
Social media agencies

Social media agencies specialize in promotion of brands in the various social media platforms
like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key
services of social media agencies are:
social media marketing
online reputation management
Healthcare communications agencies

Healthcare communications agencies specialize in strategic communications and marketing
services for the Healthcare and Life Science industries. These agencies distinguish themselves
through an understanding of the strict labeling and marketing guidelines mandated by the U.S.
Food and Drug Administration (FDA) and industry group guidelines, most
notably ADVAMED and PHARMA.
Medical education agencies

Medical education agencies specialize in creating educational content for the Healthcare and
Life Science industries. These agencies typically specialize in one of two areas:
Promotional education - education and training materials tied to the promotion of a given
product or therapy
Continuing medical education - accredited education and training materials created for
continuing physician and medical professional education.
Other agencies
While not advertising agencies, enterprise technology agencies often work in tandem with
advertising agencies to provide a specialized subset of services offered by some interactive
agencies: Web 2.0 website design and development, Content management systems, web
application development, and other intuitive technology solutions for the web, mobile devices
and emerging digital platforms.
The student-run advertising agency model, which mainly operates out of university classrooms
or as a student groups, provides free advertising services to clients in exchange for the
educational opportunity.
Agency departments
Creative department
The people who create the actual ads form the core of an advertising agency. Modern
advertising agencies usually form their copywriters and art directors into creative teams.
Creative teams may be permanent partnerships or formed on a project-by-project basis. The art
director and copywriter report to a creative director, usually a creative employee with several
years of experience. Although copywriters have the word "write" in their job title, and art
directors have the word "art", one does not necessarily write the words and the other draw the
pictures; they both generate creative ideas to represent the proposition (the advertisement or
campaign's key message). Once they receive the creative brief from their account team, the
creative team will concept ideas to take to their creative director for feedback. This can often be
a back and forth process, occurring several times before several ads are set to present to the
client. Creative departments frequently work with outside design or production studios to
develop and implement their ideas. Creative departments may employ production artists as
entry-level positions, as well as for operations and maintenance. The creative process forms the
most crucial part of the advertising process.
Account services
Agencies appoint account executive to liase with the clients. The account executives need to be
sufficiently aware of the clients needs and desires that can be instructed to the agencys
personnel and should get approval from the clients on the agencys recommendations to the
clients. Creativity and marketing acumen are the needed area of the client service people. They
work closely with the specialists in each field. The account manager will develop a creative brief,
usually about a page that gives direction to the creative team. The creative brief often includes
information about the target audience and their attitudes and behaviors. The creative team will
take the brief and, aware of their parameters, develop original copy and graphics depending on
media strategy.
Media services
The media services department may not be so well known, but its employees are the people
who have contacts with the suppliers of various creative media. For example, they will be able
to advise upon and negotiate with printers if an agency is producing flyers for a client. However,
when dealing with the major media (broadcast media, outdoor, and the press), this work is
usually outsourced to a media agency which can advise on media planning and is normally
large enough to negotiate prices down further than a single agency or client can. They can often
be restrained by the client's budget, in which, the media strategy will inform the creative team
what media platform they'll be developing the ad for.
Modern agencies might also have a media planning department integrated, which does all the
spot's planning and placements
Production
Without the production department, the ads created by the copywriter and art director would be
nothing more than words and pictures on paper. The production department, in essence,
ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting
external vendors (directors and production companies in the case of TV commercials;
photographers and design studios in the case of the print advertising or direct mailers).
Producers are involved in every aspect of a project, from the initial creative briefing through
execution and delivery. In some agencies, senior producers are known as "executive producers"
or "content architects".
Other departments and personnel

In small agencies, employees may do both creative and account service work. Larger agencies
attract people who specialize in one or the other, and indeed include a number of people in
specialized positions: production work, Internet advertising, planning, or research, for example.
An often forgotten, but integral, department within an advertising agency is traffic. The traffic
department regulates the flow of work in the agency. It is typically headed by a traffic manager
(or system administrator). Traffic increases an agency's efficiency and profitability through the
reduction of false job starts, inappropriate job initiation, incomplete information sharing, overand under-cost estimation and the need for media extensions. In small agencies without a
dedicated traffic manager, one employee may be responsible for managing workflow, gathering
cost estimates and answering the phone, for example. Large agencies may have a traffic
department of five or more employees.
Advertising interns are typically university juniors and seniors who are genuinely interested in
and have an aptitude for advertising. Internships at advertising agencies most commonly fall
into one of five areas of expertise: account services, interactive, media, public relations and
traffic. University students working on the creative side can find internships as a assistant art
director or assistant copywriter.
An internship program in account services usually involves fundamental work within account
management as well as offering exposure to other facets of the agency. The primary
responsibility of this position is to assist account managers. Functions of the account
management intern may include:
Research and analysis: Gathering information regarding industry, competition, customer
product or service; as well as presenting findings in verbal/written form with recommendations
Involvement in internal meetings and, when appropriate, client meetings
Assisting account services in the management of creative projects
Interns often take part in the internal creative process, where they may be charged with creating
and managing a website as well as developing an advertising campaign. Hands on projects
such as these help interns learn how strategy and well-developed marketing are essential to a
sound advertising and communications plan.
During their internship, the intern will experience the development of an ad, brochure and
broadcast or communications project from beginning to end. During the internship, the intern
should be exposed to as much as possible within the agency and advertising process.
Role of advertising in natural development:
Advertising Agency Roles & Responsibilities
A television commercial can make us laugh. A print ad can make us want to go out
for dinner. Ads on the Internet can drive us to click or buy. Small, medium and global
advertising agencies create the work and strategies behind all these ads. The roles and
responsibilities of advertising agencies are quite extensive. At the end of the day, the goal is
to drive sales for the advertisers and clients the ad agencies serve.
Strategy Development
Advertising agencies are responsible for developing communications and branding

strategies for their clients. Members of the ad agency account or client services department
lead strategy development efforts. They incorporate their expertise to find strategic tactics
and "ways in" to establish a brand platform their clients can own. This is often referred to as
a unique selling proposition (USP). One example is the Wal-Mart communications strategy
and platform: "Save Money. Live Better," developed by The Martin Agency. This strategy
establishes and brands the big box retailer to "own" a leadership position in the discount
retailer category.
Insights and Planning
Clients rely on advertising agencies to provide insights about consumers and users
of products and services. Insights and planning departments are relatively new to the
industry and are extensions of marketing research activities. Insights experts are
responsible for tracking and monitoring consumer trends, attitudes and opinions, as well as
how these factors impact a client's business. Planners work collaboratively with insights
experts and often have interchangeable roles. Planners incorporate the insights to assist in
selecting and defining target audiences, developing creative approaches, and determining
the best media to use to execute the advertising strategy.
Creative Development
The creative works developed by advertising agency are the most publicly visible
demonstration of advertising agency's roles and responsibilities. Clients of major national
and global advertising agencies spend hundreds of millions of dollars each year on the
ideas and works created by ad agency creative directors, copywriters and art directors. The
agency creative teams are responsible for translating advertising strategies into attentiongetting and sales-generating television commercials, print, outdoor and online advertising.
The Role of Advertising in Society

Advertising has numerous roles in society.
Advertising is a pervasive method of marketing in society. Though the methods by which

marketers advertise have changed over the decades, the role and purpose of advertising
has shifted very little.
Whether presented in newspapers and magazines or on television or the Internet,
advertising serves to promote a wide range of products.
1.
o
Encourage Purchasing
Inciting people to purchase goods and services is the main role of advertising.
Some industries rely on advertising more than others: A cereal company, for instance, must
advertise more aggressively, due to the wide arrange of competing products, than a power
company that faces little to no competition.
Advertisers often influence members of society to purchase products based on instilling a
feeling of scarcity or lack. This void, the advertiser suggests, will be satiated by the offered
product. Marieke Mooij, author of "Consumer Behavior and Culture" explains that
advertisers use both rational and emotional tactics to persuade consumers to buy a product.
2.
Reflect Cultural Trends

Advertising creates and mirrors culture. Commercials use music from

popular songs or create jingles with beats and rhythms that reflect the top hits.
Advertisements also use stylistic elements of blockbuster movies including camera angles,
lighting and one-line jokes or slogans. The main attitude and beliefs of society are also
reflected in ads. House cleaning products, for instance, were pitched primarily to white
women in the 1950s, whereas minorities, men and children tout housecleaning products
today.
Spur Economic Growth

o
When asked what Americans could do to help the country after the terrorist
attacks of 9/11, former president George W. Bush implored U.S. citizens to keep their faith
in the economy high by shopping and traveling. Advertising fuels the desire to shop and, in
turn, shopping stimulates the economy. In an indirect fashion, advertisers play a direct role
in the health of the economy. Every month or quarter, economists track consumer spending
in the area of home buying, durable goods and retail sales. High levels of spending indicate
a robust economy.
Points of Contention
o
Consumers are not always passive in receiving the messages and goals of
advertisers. In some cases, people spur a backlash against the aims of advertisers,
specifically when the marketing is geared towards susceptible children. Purveyors of
unhealthy food are particularly susceptible to societal outcry. Many concerned citizens state
companies offering unhealthy food should be regulated with regard to their advertising
tactics. Frank Trentmann, author of the book, "The Making of the Consumer," explains that
the National Family and Parenting Institute is one group that advocates banning fast food
advertising to kids. They explain the reason is due to the susceptibility and malleability of a
child's mind.
Advertising role:
Marketing and advertising are crucial tools in the modern economy. Through
advertising, businesses and individuals can inform potential customers about the
availability of goods and services. Thus, advertising helps businesses make sales and
enables customers to find what they're looking for. Activities about advertising in the
classroom can teach students to make their own advertisements, or educate students about
the role of advertising in society.
1.
o
Advertising for Students

At its most basic, advertising is a way for people to inform others that they
have things for sale. Simple advertisements, such as classified ads and posters, may be
useful to kids in their day-to-day lives. Kids who know how to use online classifieds, for
example, may be able to buy and sell their textbooks at the beginning and end of
the school year. A practical advertising activity could pick an advertising medium (e.g.,
Craigslist, newspapers, posters) and explain how to put an advertisement up using that
medium. For example, the teacher could get the students to use Microsoft Word to make
simple posters advertising textbooks for sale.
Business Advertising
o
Businesses advertise through a variety of mediums--newspapers, magazines,

TV, radio and the Internet. An activity on business advertising could show kids how much
time and effort businesses put into advertising their products. For example, in one activity, a
teacher could show the students a list of TV advertising rates for various channels (see
Resources), and get them to use their calculators to compute how much a year's worth of
weekly ads would cost. The teacher could then get the students to plan an advertising
campaign for a hypothetical project, giving the students a certain amount (say, $50 million)
in hypothetical money to use.
Advertising and Society

o
Advertising is somewhat controversial. Some, such as Noam Chomsky, argue

that advertising uses manipulative tactics to get people to buy things. Some feminist critics
argue that advertising objectifies women by portraying them as sex objects. While these
views are somewhat controversial, they stand as important views in the field of media
criticism. An activity on the social impact of advertising could ask students to look at a series
of advertisements and write a list of possible manipulative tactics being employed. This
would help students look at advertising in a more critical way.
Consumer Awareness
o
Consumers need to know how advertising works in order to make informed

decisions. Teaching your students how to read advertisements critically will go a long way in
helping them to make smart decisions. Advertising activities for consumer awareness teach
students how to read the fine print and find out what's really being said in an advertisement.
For example, a teacher could have the students look through several advertisements for
used cars, and identify which ones offer warranties and which ones do not. The teacher
could go even further with this activity by asking the students to try to identify used car ads
that have information about potential defects buried in small print.
Role of the Advertising Agency

Learn how an advertising agency can help your business reach its target market.
Advertising agencies typically employ different professionals. Each of these professionals

fills a specific role. While the ultimate role of an advertising agency is to help clients
promote products or services, more detailed roles are filled along the way.
1.
o
Types
Some advertising agencies meet the marketing needs of a specific type of
client, while others may be generalists. In the advertising agency world, the type of
advertising is not the medium in which the advertisement is delivered, but rather what niche
or area the agency focuses its efforts. The four main types are product, image, advocacy
and public service advertising.
Client Attraction
o
Typically, the role of an account manager, one of the primary roles of an

advertising agency, is to attract the type of clients it services. Once the client agrees to work
with the advertising agency, the agency then works with the client to develop an advertising
and marketing strategy plan. One or more account managers from the agency may be
assigned to a client.
Idea Generation
o
Advertising agencies come up with ideas to promote and sell the client's
product or service. The agency uses a creative team to generate advertising ideas, design
the advertising concepts and create the advertisements that will be used to implement the
campaign. Some of the creative roles the advertising agency assumes for the client include
copywriting, graphic design, and video and audio production.
Marketing Research
Full-service advertising agencies fill the role of researcher for the client. The
agency conducts research to determine the client's market situation and competition.
Advertising agencies use focus groups and market surveys to gain this information.
Media Planning
o
Advertising agencies also determine which types of media to disseminate the

client's advertising campaign. Advertising agencies employ cost structures, ad placements
and scheduling to understand which mediums will reach the client's target audience.
Tracking
o
After the rollout of an advertising campaign, advertising agencies are also

responsible for tracking and reporting the results to the client. This includes an evaluation of
whether the campaign was a success and recommendations for future advertising
campaigns
Unit-3
Ad layout:
An advertisement layout can be defined as the systematic design of size, color scheme, graphics,
object and text placement to send intended message to the target audience.
Ad layout is the process of formatting the presentation of text, images or other media items that
are displayed in an advertising message.
Visualization of ad layout:
Visualization and Creativity
In the visualization process, we require a flow of ideas - those ideas are obtained from many
sources and using many techniques. We can pin down the problem and develop the
advertisement copy accordingly. We can have a good database or briefing before visualization.
There -can be some brain waves from the copywriter. We can employ Osborns Brainstorming
technique. We do meditation from analysis and synthesis of ideas.
The steps in the visualization process are those involved in any creative
process:
Creative Process in Visualization:
The following are the five principal stages in creative

process:
(i) Saturation: The manager becomes very intimate with the problem and its environment.
(ii) Deliberation: A perfect knowledge of the environment and attendant data is essential for
creativity.
(iii) Incubation: The subconscious activity precedes a fresh approach. The creative mind forms
a pattern of the problem by combining the scattered data. Then the conscious mind shou1d be
switched off from the problem and the subconscious mind is allowed to take over. The conscious
mind is the seat of logic and the subconscious mind directs itself to problems, which are of
interest to the conscious mind. When the conscious mind is relaxed the subconscious mind works
to give some of the best ideas.
(iv) Illumination: Here an idea actually flashes across the mind of the decision maker. Very
often this happens while sitting in a cafeteria, driving a vehicle, strolling in a leisurely fashion or
in some such state of relaxation.
(v) Accommodation: The original idea is modified, reframed or polished and made to practical
use.
Creative process demands free exchange of ideas, application of imagination to problems,
group understanding and lack of conditioned thinking.
Creative persons are gifted or can be trained. They have ideational fluency, high I.Q., open
mindedness, uninhibited personality with a sensitivity and flexibility. He sets problems for
himself and seeks their solutions. He is independent in thought and action. Walter Mendes,
Creative Director, Clarion says: "I visualise an advertisement first before write it. The test of all
good advertising is that you should be able to see the end product."
Once the final copies are made, a presentation is made before the client. These presentations
should be structured, keeping the objective of the communication and the audience in view.
We shall present a brief discussion of the sizes and shapes here. The copy writing forms the
material of a subsequent chapter. The rest of the elements have been discussed in the chapters of
layout.
These elements should contribute to the basic objective of the communication:

Size and Shape:
Different ad sizes in the print media are possible, the budget being the major constraint. Within
the given size~ we get allotted certain space which can take many steps, each shape being a
device of non-verbal communication. A square shape shows a staid or static image. It also shows
a formal image. Against this, a rectangular with longer side placed vertically shows dynamism,
and with longer side placed horizontally, shows tranquility. The shape should be consistent with
the message.
Let us consider how lines are interpreted. Horizontal lines show stability and a state of
restfulness, Vertical lines show speed, growth and movement. Several vertical lines act as
barriers, and to some extent express strength and power.
Combined together, vertical and horizontal lines express a state of equilibrium and a sense of
satisfaction.
Diagonal lines are thought to be challenging, and denote utmost speed. Diagonals also direct our
eye movement.
Curves show elegance and beauty. Triangles have a combination of both dynamic and static and
can also communicate caution against danger. Circles are likened to planets.
They show continuity, eternity and peace. What they enclose command our attention
immediately. There is a movement around the circumference.
Visual Thinking:
As children, we took the first opportunity to express our internal illusions with the help of
'pencils and crayons. In kindergarten classes, children love to feel the shapes and see the things
in order to learn. Kids invent their own shapes on paper or in clay. The thought process in
childhood is based on perception.
As we grow older, we put inhibitions on our freedom of visual perception. The child in us who
started scribbling at the slightest suggestion disappears.
What is visual thinking? It is a language whose effectiveness depends upon its flexibility
and willingness to experiment. Winters and Milton suggest viz think method as the first step in
visual thinking. Vizthinking is essentially idea visualization. The copy should be conducive to
Vizthinking. There should be collaboration between the copywriter and the art director.
Copywriters need not be artists, but they can think visually. They can do a little drawing,
sketching, doodling or thumb nailing. In other words, we are recording mind's perceptions by
doing so. The central selling message and the copy appeal governs visualization. Marketing
research also provides the basis for visualization.
The ad should try to connect the idea with a proper visual. A single idea can be visually
expressed in a number of ways. For example, an embrace, can express love by a look, by
caressing or by a kiss. We also have to choose between a description and a visual. Should a
tandoori chicken dipped in butter be described in words? Can we instead give a picture - either
an illustration or a photograph of the chicken? The answers are not simple. But we can evoke
greater response by combining a picture with carefully crafted copy. In isolation, both the picture
and the words are not so effective. We should always try to express an. idea in pictures in a
number of ways. Later, the product is taken into account. The target audience is considered.
Mother's love for a baby is shown by a picture of mummy gently applying Johnson's Baby Oil on
the tender skin of the baby. The visualizer must have enough background information to
visualize properly. The ultimate aim is to evoke response from the target audience.
Visualization Tips
Use an illustration of a product alone, either a line drawing or a photograph against simple
background, e.g., Bentex watch is shown alone with the headline 'when was the last time you
made a woman's hand tremble?'
1. . Use an illustration of a product in a setting, e.g., Mont Blanc pens are shown on a dial or a
sofa- set is shown in a living room.
2. Use an illustration of a -product in use, e.g., a woman in is using cellular phone a restaurant
to talk to her beloved. Similarly, model Anupama Verma uses Braun Silk Epil to get silky
smooth legs.
3. Use an illustration of the benefit resulting from the use of the product, e.g., a woman's hair
with a bounce and shine with the implication that this is due to the use of a shampoo with a
conditioner.
4. Use an illustration of the loss or disadvantage from not using the advertised product, e.g.,
Cease Fire, a fire extinguisher's ad. A devastating fire shatters the womans happy home, of
course in her fantasy.
5. Dramatize the headline. This is a strong visualization. In a well-conceived dramatization it is
difficult to say whether the concept of the headline came first or the concept of illustration,
e.g., BPL's TEIO Large Screen TV ad has the head-line 'Live
6. Thunder dramatized as a TV set with four wheels attached giving a look of a sportscar.
7. Dramatize the evidence, e.g., Whisper sanitary napkins absorb ink on them, and yet give dry
feel.
8. Dramatize a detail. The illustration may emphasize a small area of the product or may
enlarge a detail, e.g., Raymond's trousers magnify special stitches at the pockets.
9. Use a comparison, e.g., Luxol Silk Paint of Berger is compared with a flowing satin saree of
a woman.
10. Use contrast, e.g., before and after pictures as in a Bullworker ad - first a skiny chap who
later becomes a muscular he-man.
11. Use cartoons. Cartoons are used in print ads as well as in TV commercials. Recently Rasna
TV commercial used animation of a dinosaur.
12. Use trade-characters like Gattu for Asian Paints, tiger for Goodlass Paints, MRF man for
MRF tyres and Maharaja for Air India.
13. Use charts and diagrams while making rational appeals in scientific copy. In consumer
goods advertising, along with these, a less technical picture should also be used as a warmer.
14. Use cross-section diagram, e.g., inside of a car
15. Use symbolism, e.g., Merril Lynch uses a bull to show their bullish investment sentiment.
16. Use abstraction, e.g., Wool-mark to show pure quality of wool.
17. Use continuity strip. A series of photographs set like a filmstrip are used.
18. Use mood-setting illustration. Here the product is romanticized. It may be set against a
romantic landscape. Cosmetics use this approach.
19. Use a product illustration in its package.
20. Use illustration of components or raw materials of a product, e.g., Cadbury milk chocolate
that combines cocoa and milk
Major elements of copy for copywriting

Elements of Advertising Copy:
1. Headlines
2. Sub heads
3. Illustrations
4. Slogans, logo types & signatures
5. Body copy
6. Blurb
7. Boxes and panels
8. Identification mark
9. Closing idea
Copy Elements
The major elements of copy are briefly described below. All of them may not be necessary
advertisements.
The Headline:
The first and possibly the most important copy element is the headline. The headline of an
advertisement will normally present a selling idea or will otherwise serve to involve the prospect
in reading of the advertisement. Most advertisements have headlines of one sort or another and
their primary function is to catch the eye of the reader. A headline may be set in big type or
small. Headlines need not always contain special messages. Even a company or brand name
could be used as a headline.
The Sub head :
Sometimes important facts may have to be conveyed to the reader and it may require more space
than what should be ideally used for the headline. In order to give prominence to such formation
it can be put in smaller type than the headline, known as a subhead.
All advertisements do not require subheads.
The Body Copy:
The body copy refers to the text in the advertisement which contains details regarding the
functions of the product/service and its benefits. Ogilvy recommends plunging in the subject
matter straightaway without beating about the bush. The body copy can be short or long
depending
on
how
much
information the
company is
willing
to
tell
the
reader.
Captions :Captions are the small units of type used with illustrations, coupons and special offers.
These are generally less important than the main selling points of the advertisement in the body
copy and are usually set in type sizes smaller than the text. Health Total exciting new year offer
last 6 days
The Blurb:
A blurb or a balloon is a display arrangement where the words appear to be coming from the
mouth of one of the characters illustrated in the advertisement. At times the complete body copy
can be composed of blurbs, as in the case of comic strips.
DIT speech bubble having the text Sunoji, today is the last date for payment of Advance
Tax Sunti ho
Boxes and Panels
Boxes or panels are, in fact, captions placed in special display positions so as to get greater
attention. A box is a caption that has been lined on all sides and singled out from the rest of the
copy. A panel is a solid rectangle in the centre of which the caption is placed either in white or
centered in the white space. Boxes and panels are generally used in advertisements
containingfeatures such
as coupons,
special
offers
and consumer contests.
Slogans, Logo Types and Signatures

A slogan may refer, for instance, to the age of the advertisers firm, meant for inclusion in
everyadvertisement. A symbol of the company name, seal or trademark is called logotype and is
a typical feature of most advertisements. It is also referred to as signature, indicating
identification of the company or the brand. A logotype is an important aid in quick recognition of
anadvertisement and
in
creating
familiarity
Add a strapline
for
the
audience.
A strapline or tag line usually appears underneath the logo. The strapline summarizes the
products benefits in a memorable way. Put the same strapline at the bottom of the ad, on pointof-sale material and on brochures, and you link all the different promotional elements together.
Writing a strapline is like writing a headline. You sit down and produce fifteen or more short
lines (each two to five words long). Occasionally, a strapline becomes a national saying, but
people
usually
forget
which
brand
it
was
attached
to.
Straplines often make good headlines because they summarize a major benefit in a pithy way.
Similarly, discarded headlines often make good straplines, though they may have to be
shortened.
Advertisement Copy:
Copy is the soul of advertisement.
An advertising copy is all the written or spoken matter in an advertisement expressed in
words or sentences and figures designed to convey the desired message to the target
consumers.
Requisites of Effective Advertisement Copy:
1. Attractive
2. Interesting
3. Retention value
4. Suggestive
5. Educative
6. Believable
7. Appropriate appeal
Attribute of Effective ad Copy:
F.W. Jefkins said a good copy should comply with the
following guidelines
a. Be precise
b. Be concise
c. Aim to sell
d. Be sincere
e. Addressed to the right audience
f. Influence the readers thoughts and / or action
g. Stimulate interest
h. Creative desire
i. Inspire confidence
Components of Advertising Copy: Necessary elements of Copy for most advertisements ( by
Philip W. Burton and G. Boumankreer in Advertising Copywriting )
The Headlines
The Subhead all ads dont need
The Body Copy details regarding the functions of
products / services Its benefits
Captions less important than main selling point, small units of types used with
illustrations, coupons and special offers
The Blurb a balloon out of speakers mouth
Boxes and Panels

Slogans , Logo types and Signatures
HEADLINES: Headline is a line set in large type to get readers attention and lead into the
Body Copy. Effective Headline must
1. Attract Attention.
2. Engage the Audience
3. Explain the Visual
4. Lead the Audience into Body
5. Cue the Selling Message
It is the only Copy in Outdoor Ads.
Headlines are of several types
News Headline - Talk about new price, new product or new address.
Benefit headline Benefit offered by the product.
Emotional Headline Carry emotional appeal.
Curiosity Headline Use humor, mystery, alliteration, and play on words.
Slogan Headline Reproduce company's slogan, sometimes product label or logo may be used.
Directive Headline Provoke a customer to action. Highly suggestive.
Horn- blowing Headline Make claims about companys achievements.
BODY COPY: Print Text is described as either Body or Display Copy. Body Text of the brand
message. Display Copy larger than that of body copy. Meant to entice readers into reading the
Body copy. It includes
1. Sub-heads, Underlines or Over Lines - Second line supporting Headline. Lead into it or
Expand on it.
2. Picture Captions Verbal explanation of visuals.
3. Slogans is a clever phrase that serves as a reminder of a brand, company image or
campaign theme. Easy to remember. Many headlines are made like a slogan.
4. Tag Lines Printed which may be found at the end of the Ad. A call to act or A slogan.
Summarizes a companys Big Idea.
5. Call-outs Mini captions positioned around an illustration to help in explaining or
emphasizing certain elements in an illustration or picture.
Body Copy has many formats
1. Narrative Copy Uses a Story.
2. Straight-line Copy Starts from where the headline has left off. Develops selling points
for the product.
3. Dialogue Copy Uses a conversation between characters.
4. Monologue Copy Carries what the character says.
5. Picture & Caption Copy Relies on visuals to narrate the Captions that accompany are
supportive in nature.
6. Cross leads Bold type used as a paragraph heading to make the body copy more
readable.
The 10 elements of good copy (Corbett)
All of the bold elements are required
1.
If your advertising is in print, you need a powerful headline or anopening

statement if your advertising is electronic
According to David Garfinkel, author of Advertising Headlines That Make You

Rich, an effective headline is a simple formula Present a statement that begs a
question. For example, Dale Carnegies How to win friends and influence people
begs the question of how to win friends or influence people. A few examples:
Real Estate:How to close on your home and make more moneySelf Defense: How
to protect yourself and stay fit
The number one priority you want to keep in mind is to have a headline which begs
a question and leaves something to be figured out by your reader.
2. The Basic Story
This is where you will deliver a one-sentence snapshot of what your company does.
Do you sell cellular phones and electronics? Maybe it should read, Get connected
instantly to your friends with our cellular phones
3.
The Proposition
The proposition should reflect your powerful headline and provide a

justification for your prospects why they should do business with you. Usually it is
delivered in the future tense. A cellular phone shop might say, You will be
broadcasting your voice the moment you leave our store.
4. The Exact Offer
The exact offer is often times the first part of your guarantee. State what you
promise to do in your copy. There was a tremendously successful used car
commercial running on the Las Vegas airwaves which read, His name is John
Barr, hes gonna sell you a car. You cannot get any more spot on than that.
5.
A Guarantee
Dont promise anything you cannot deliver, but if you can include a guarantee in
your script, do so.
6. Immediacy
Call now! Act Now! Time is running out! Can you create a sense of urgency? This
element is only practical if you are issuing a call to action in your ad copy and
might not need to be used for all advertising copy.
7.
Your Name
8. Your Location
9. Your Unique Selling Position
I discussed this briefly in the last section of, What is the purpose of local
advertising and this is mandatory. What perception are you creating? How are
you branding yourself to your local market? This is what you must communicate
10. Items in your business which need addressing
The Elements of ad copy Design:

The elements of advertising design are the components of an advertisement that
the graphic designer plans. The following list will help you to better understand
what you graphic artist is talking about.
Color - Colors are considered in terms of intensity and brightness. As seen above,
how color is used in your advertising design can have a big impact on how it is
interpreted by your customers.
Value - Value describes the lightness or darkness of a color.
Line - A line is exactly what you think it is a continuous mark connecting two
points.
Shape - Shapes are two dimensional, or flat. A shape is height and width only in
advertising design.
Form - Forms are three dimensional height, width, and depth. You get volume
and mass with form.
Texture - Texture describes the surface of an object. The artist renders the object
to give an idea of how it would feel to the touch.
Space - In advertising design, space describes the distance between and around
objects.
Balance - Balance describes the equality of objects in your ad. With symmetrical
balance, both sides of your ad are the same. With asymmetrical balance, each side
is different but equal. Radial balance means the ad is balanced around a focal point.
Contrast - Contrast describes the degree of difference between objects. It gets
attention and adds excitement.
Emphasis - Emphasis and contrast are really the same thing in advertising design.
The artist creates a focal or emphasis point in your ad by making it contrast with
the other parts of the ad.
Proportion - Proportion describes how the individual elements of your ad relate
to each other and to the entire piece.
Pattern - A pattern is exactly what you think it is something repeated over and
over again.
Rhythm - Rhythm gives your advertising design the feeling of movement or
action. The artist places objects or creates patterns so that the eye follows a path.
The path the eye follows in advertising is very important, because you want the
reader to end up at your call for action [like at your phone number]. If the reader's
eye stops at the wrong place in the ad, your call for immediate action may be seen
too soon, or not at all.
Unity - Unity describes how the whole advertisement works together as a

complete unit.
Variety - Variety describes the complexity of a work. In advertising, especially
direct mail, a large amount of variety keeps the reader engaged and involved with
the piece. The longer the reader is engaged, the better the odds of delivering your
message are. Thats why some ads are rather busy they keep the reader involved.
How to Create Better Ads for a Copywriting Portfolio:

Whether you're creating your first copywriting portfolio or polishing it up, there are many ways
you can improve your ads in your portfolio. Before you share your portfolio with potential
employers, follow these steps to create better ads for a copywriting portfolio.
Your copywriting portfolio should be in a simple portfolio case. Review your portfolio for
weaknesses in quantity, quality, and creativity.
Write ads for interesting companies and products that you are familiar with but aren't too
popular. For example, while you may love Apple or Dell computers, it will be a tough challenge
if you choose the greatest ads to compete against. Start small and use different products to
advertise.
Before writing an ad, take the time to learn about the brand and products and services.
Brainstorm several ideas and jot them down. Flip through magazines, ad books or take a walk for
inspiration.
Try to execute several ideas, finding the right images or designing the right ad to convey your
idea. Consider the location the ad would be placed to get more ideas.
Know your audience and get the tone right. Is the brand funny, irreverent, or serious and
practical? This will determine the mood, graphics, and message in your ad.
Review your portfolio regularly and edit your ads. Oftentimes, you can simplify and improve the
ad with less words or images. Ask for feedback from friends, family, or peers if possible.
All good advertising copy is comprised of the same basic elements.

Good advertising copy always:
Grabs Attention: Consumers are inundated with ads, so its vital that your ad catches the eye
and immediately grabs interest. You could do this with a headline or slogan (such as VWs
Drivers Wanted campaign), color or layout (Targets new colorful, simple ads are a testimony
to this) or illustration (such as the Red Bull characters or Zolofts depressed ball and his ladybug
friend).
Promises Credible Benefit: To feel compelled by an ad, the consumer must stand to gain
something; the product is often not enough. What would the consumer gain by using your
product or service? This could be tangible, like a free gift; prestige, power or fame. But
remember: you must be able to make good on that promise, so dont offer anything
unreasonable.
Keeps Interest: Grabbing the consumers attention isnt enough; youve got to be able to keep
that attention for at least a few seconds. This is where your benefits come into play or a product
description that sets your offer apart from the others
Generates Action: This is the ultimate point of advertising copy -- it must make the reader react
in some way. This doesnt necessarily translate to buying the product immediately or using the
service. Your ad could be a positioning tool to enable the reader to think about you in a certain
light. Speak to your audience, or the audience youd like to reach, and youll be surprised how
frequently they come to you in the future.
KNOW THE MEDIUM
How you write your advertising copy will be heavily based on where you will place your ad. If
its a billboard ad, youll need a super catchy headline and simple design due to the speed at
which people will pass. Online ads are similar; consumers are so inundated with Internet
advertising that yours must be quick and catchy. Magazine advertising is the most versatile, but
this is solely dependent on the size of your ad and how many other ads compete with yours. If
youve got a full page, feel free to experiment; more page space gives you more creative space.
If the ad is tiny, youll need to keep things as simple as possible.
KNOW THE STYLE
Advertising copy is a unique type of writing. As the ad copywriter, your aim is to balance
creativity and readability into something persuasive and entertaining.
Keep the following points in mind when you write your copy:
Be Succinct: Messy wordiness will completely destroy an ad campaign. Use short sentences
with as many familiar words as possible; save the thesaurus for a thesis or dissertation. Always
make sure to use precise phrasing (why use five adjectives when one good action verb would
do?); and eliminate any redundancies, such as little tiny or annual payments of $XXX per
year.
Talk To Your Audience, Not At Them: Though you are announcing the availability of a product
or service, avoid being clinical or overly formal. Write as if youre talking to your ideal
customer; use a style theyd use, words theyd be familiar with, slang theyd probably know. But
be absolutely certain that youre using these terms and phrases correctly. A recent McDonalds
campaign attempted to reach a certain audience by using the phrase Id hit it in reference to a
cheeseburger, unaware that the phrase is almost always used as a sexual reference.
Avoid Clichs: Its easy for writers new to advertising copy to fall into this trap, but its a trap
that can severely damage the writing. Clichs fail to ignite the imagination; and consumers so
numb to the phrases will often skip right past them, effectively ruining the succinct element of
your ad. If you find yourself tempted to use a clich, think about the message you want to convey
with that clich and try to rephrase it in a more imaginative, personal way.
Always Proofread: Its an obvious point, but youd be surprised how many ads run in a
magazine or on a billboard with an error of some sort. Go through your advertising copy
carefully to make sure that every word is spelled correctly, the grammar is impeccable and the
punctuation is dead on. Even the best ads can be ruined by a misplaced comma or dangling
modifier.
HOW TO CREATE SUCCESSFUL ADVERTISING COPY:

Writing effective copy for ads, web pages, sales letters and other marketing communications isn't
difficult when you know what works. After many years of trial and error I developed a checklist
of 7 "rules" I follow to create successful advertising copy. These rules apply to writing copy for
any type of marketing communication.
1. Define the goal of your message: Define what you want your message to accomplish before
you begin writing. Do you want to generate inquiries (leads)? Do you want to get orders? What
action do you want readers to take? How do you want them to respond? Put your goal in writing
and refer to it often as you develop your message. Everything you write should directly support
this goal. Get rid of anything that doesn't..
2. Know your audience and what they want: Maybe everybody CAN use what you sell. But
one targeted group WILL be most likely to buy it. You can discover that group by defining the
characteristics of your best customers. Once you know your audience and what they want you
can personalize your writing to appeal to their specific interests..
3. Appeal to their self-interest, not yours: Customers don't care about you, your product, your
company, or your professional qualifications. They only care about the benefit they get from
buying your product or service. The only thing a customer wants to know about your 1/2 inch
drill is that it's guaranteed to give them a 1/2 inch hole. Keep your ad copy focused on the
benefits you provide.
4. Make an emotional appeal, not a logical one: Your ad copy should dramatize the feeling
your customers get while enjoying the benefits provided by your product or service. Get them
emotionally involved so they want to start enjoying those benefits immediately. Use word
pictures and real life stories to draw readers into your message.
5. Don't give them any choices: You may spend a lot of time writing your sales message and
getting it "just right". Unfortunately, your prospects will rush through it and make a fast decision.
Don't slow them down with any choices. They'll be afraid of making the wrong choice and will
protect themselves by making none. You'll lose sales.
6. Make your best offer: The offer is the "deal" you're promoting (free information, special
price, free bonus with order, etc.). It's the only reason people respond to your advertising copy.
The stronger your offer the greater the response you'll get. Always include the best offer you can
afford and a reason to act fast.
7. Simplify Everything: Simple, clear copy is easy to read and understand. It propels your
customer to the decision point with no hesitation. After you've written your copy, edit it for
simplicity and clarity. Use lots of 1 and 2 syllable words. Shorten sentences and paragraphs. This
is
especially
important
for
your
web
site
where
relief
is
just
click
away.
Follow these 7 rules the next time you write new advertising copy. Use them as a checklist to
evaluate your existing ads, web pages and sales letters.
COPYSTYLE:
Copy writer should be a talented writer capable of gathering facts through hard research
wherever necessary and presenting the facts in a attractive, realistic & credible manner.
One can become an expert in this art (copy style) only through many attempts and even
failures.
An individual has to accept critical remarks from senior colleagues and outside experts
the clients executives (patience & pleasant manner).
Aldous Huxleys copy writing is an art that cannot be conquered easily; it is
much more difficult than most types of creative composition.( write & re-write )
It is worthwhile to examine some of the basic differences between the two types of
creative writing (mix up literary & copywriting).
Ad copy creation stages:

As idea starters, below are thirteen simple concept/copy approaches. Each has been proven
to help deliver sales results.
1. Focus on a particularly persuasive benefit.
This is a fail-safe approach to communicating the product message in advertising. Brainstorm a
list of product benefits and focus on the benefit your reader will find most appealing.
Product: Beds. Headline: Turn your back on aches and pains. Visual: Profile of woman, back
to camera, lying comfortably on a mattress.
2. Create a needthen show how the product fulfills it.

A proven way to position a product is to show how it solves a need or a problem. The problem
can be real
Product: Kitchen appliances. Message: Everyone knows showers are more efficient than baths.
So why do dishwashers work like baths? Visual: Photo of shower cubicle alongside product.
Or the problem can be imagined
Product: Teaching (recruitment drive). Headline: Children have an energy and spontaneity that
just arent found in many office jobs. Visual: Happy child contributing in a classroom activity.
3. Focus on the products Unique Selling Point.
The product youre selling doesnt need to fill an obvious gap in the market to have a Unique
Selling Point (USP).
A USP can be a fact about the product (such as sales history, brand reputation, or product
origination)
Product: Muesli. Headline: The original Swiss muesli. Visual: Idyllic Swiss landscape.
A USP can be a product feature (something the product has that no other product has)
Product: TV. Headline: Color like no other. Visual: Bright-colored paint splashing across a
television set.
Or a USP can be a product benefit (something a product does that no other product does)
Product: Educational text book. Headline: At last, a coursebook that puts you in control of your
lessons. Visual: confident looking teacher walking into the classroom..
4. Associate the product with a connected idea, feeling, or emotion.

Metaphor is commonly used in consumer advertising, corporate-identity, and brand-building
publicity. It can be particularly effective in activating an archetype that connects an emotion with
the brand.
Product: Cognac. Headline: Let the conversation flow. Visual: Glass of cognac in focus; a
group of people in conversation after dinner out of focus.
5. Prove how popular the product is.

People trust popular products because they are seen as reliable and imply good quality.
Popularity messages also respond to deep emotional needs to feel part of a community.
Product: Telecommunications. Headline: Thousands of people are coming back to XYZ
Telecoms. Visual: Woman opening door to friendly telecoms engineer.
6. Use a case study.

Case studies prove validity by showing how people have already benefited from the product in
the past. They are particularly useful for highlighting success stories, before-and-afters, or for
demonstrating the versatility and universality of the product.
Product: Weight-loss milkshake. Headline: I lost 18 pounds in just one month on the Thin Quick
Plan! Visual: Before and after photos of individual alongside close-up of product.
7. Endorse the product.
People trust respected figures in society. Your lead copy could be a published testimonialor
have the client pay a respected figure to put his/her name to the product.
Product: Rowing machine. Headline: The Gold Standard. Visual: Snapshot of Olympic rower
presenting product, with his signature.
8. Tell the products story.

A product with an interesting background has real news value, and news makes for an attentiongrabbing message, appealing to the readers sense of curiosity. Product stories can also initiate
desire for the product by developing the readers emotional attachment to the brand.
Product: French Beer. Headline: When Edmund Willims created Bertillon Noir, he didnt just
break the mould. He broke the law. Visual: Melodramatic black-and-white photo of character
nervously hiding behind a door.
9. Put the product to the test.
You can test the product to highlight its key features such as convenience, strength, versatility
or to show how the product compares with the competition.
Product: Battery. Headline: Duromax lasts up to three times longer than conventional alkaline
batteries. Visual: Battery-powered toy rabbit beating his competitors in a race.
10. Announce something new.

The word New is one of the most powerful words in advertising copy. Sometimes the most
effective message is simply to announce the products newness.
Product: Cat food. Headline: Introducing new finest cuts from Feleba. Visual: Plate of gourmet
cat food hidden by a silver cover.
11. Guarantee the product.

A guarantee quickly dissolves any scepticism your reader has about the reliability of the product.
Guarantees can be based around results, quality, durability, strength, customer satisfaction, a
commitment on behalf of the company, fixed price promises, and lowest price claims.
Product: Golf clubs. Headline: Guaranteed! Cut six to eight strokes off your game or your
money back! Visual: Product photo overlaid with guarantee stamp.
12. Announce how much and where to buy.
If the product is particularly good value for money, you cant go wrong with the three Ps: show
the Product, show the Price, and show where to Purchase.
Product: Clothes. Headline: Back-to-school sweat-shirts from just $4. at Berkleys (opposite
MacDonalds). Visual: Photo of mothers and children choosing sweatshirts in-store, with map of
where the shop is.
13. State the offer.

People are always looking for a bargain, which is why the word Free is another powerful word
in the advertisers lexicon. If you have a good offer to tell readers about, lead with it.
Copy testing:
Measuring the effectiveness of the message in advertisements and commercials; often used when
introducing a new product of repositioning a product, in order to test one kind of appeal over
another, one product benefit over another, or perhaps one price over another. There are many
different methods of copy testing, such as hidden offers, consumer-jury panels, split runs in
publications, or area testing, which is the running of a small campaign in a midsize town
representative of the marketplace. Copy testing is also done before launching a campaign, in
order to test concepts. The purpose of copy testing is to find and eliminate the negative elements
in an advertisement or campaign so as to achieve maximum effectiveness from the advertising.
Remaining topic there in BRM TEST BOOK:
UNIT-4
MEDIA DECISIONS:
The media planner has the choice of using TV, press, cinema, outdoor, radio, internet, mobile
phones, or some combination of media classes.
Creative Factors:
The key question is whether the medium allows the communication objective to be realized. If
the objective is to position the brand as having high status aspirational personality, TV would be
a better option than posters. If the communication objective is to remind the target audience of a
brands existence, a poster campaign may suffice. Size of advertising budget: Some media are
more expensive than others.
Relative Cost Per Opportunity to See:

Target audience may be reached much more cheaply using one medium rather than another. The
calculation of opportunity to see differs according to media class which making comparisons
difficult.
Competitive Activity:
Two conflicting philosophies are to compete in the same media or to dominate an alternative
medium. The decision to compete in the same medium is taken because of a belief that the
medium chosen by major competition is most effective and to ignore it would be to hand the
competition a massive communication advantage.
Various media are:
Television: Advertisers can demonstrate the product in action. The capability of TV to

combine color, movement, and sound means that it is often used when brand building is
required.
Press: Factual information can be presented effectively. Readers are in control of how
long they take to absorb the information.
Posters: Simplicity is required in the creative work because people will have the
opportunity only to glance at a poster.
Cinema: Advertisements can benefit from color, movement, and sound. Exposure is high
due to the captive nature of the audience.
Radio: Creativity is limited to sound. It is better suited to communicating factual

information than attempting to create a brand image.
Steps to Media Planning:

Every media plan begins with target audience. The target audience can be classified in terms of
age, sex, income, education, occupation and other variables. The audience can also be
classified as children teenagers, yound adults, office goers, newly married couples, parents,
grand parents, etc. I.e. DECIDING ON TARGET MARKETS
The classification of the target audience helps the media planner to understand the media
consumption habits, and accordingly choose the most appropriate media or media-mix The
media planner can also select the most appropriate programmed (in case of radio and TV) to
insert advertisement.
Matching media and market
Advertisers must always attempt to match the profile of the target market with the demographic
characteristics of a given mediums audience. Let us consider an example of cigarette
advertising.
The target market for this is men in the age group of 25 to 60 years. The advertiser would
consider placing ads in magazines having a predominantly male readership. Advertising in
magazines having a predominantly female readership would be mostly wasteful for this product.
It may be true that rarely does any magazine have a 100 percent male readership. Even so, when
selecting a predominantly mens magazine, the advertiser would minimize wasteful expenditure,
Some media, such as general interest consumer magazines and newspapers, network radio and
television offer to an advertiser the means of transmitting ad messages to a cross-section of the
consumer market. Against this, some other media, such as spot radio and television, special
interest magazines, business publications, and some business newspapers offer the means of
reaching selective group of audience.
The selectivity offered by some media is useful for advertisers, for it enables them to reach a
distinct target market with minimum waste. In fact, a great deal of information on the media
about their demographic characteristics is provided by the media themselves. The objective of
any media planner is to achieve the best possible matching of the media and the market.
DECIDING ON MEDIA OBJECTIVES:
The media planner has to decide on the media objectives. Media objectives often are stated
in terms of reach, frequency, gross rating points and continuity.
Media objectives
You can contribute most to the media process in the definition of objectives (what you want the
plan to accomplish). Before media planning can start, companies have to define the marketing
objectives of the product/ idea proposed to be advertised.
For example, if a professional camera manufacturer decides to launch an automatic camera to
expand his market, his marketing objective would be to reach those segments of the population
who are photo enthusiasts but do not want to be hassled by the intricacies of operation of
professional cameras, the fun loving people who want to capture moments of joy and
togetherness. The manufacturer may also target the existing professional camera users to
consider a replacement in order to have the pleasure of an automatic camera, which obviously
will be faster, having mastered the manual one. The marketing objective, hence, would be to
extend distribution into new geographic markets or income groups as also the current users of
cameras
The following could be the media objectives
To reach photo enthusiasts of that age and income group who are the chief purchasers.
To concentrate the greatest weight in urban areas where the target audience would
normally be found and where new ideas gain a quicker response.
To provide advertising support at a consistent level except when it needs extra weight
during announcements and the holiday season, when such target buyers are planning to
visit exotic places or to meet their kith and kin.
To select those media, which will help strengthen the creative strategy and help
demonstrate convenience, ease of shooting and, of course, excellent results. The Hot
Shot camera with theKhatak sound became an instant success with the photo
enthusiasts in the late eighties in India.
To reach target buyers through those media to gain greater frequency and lesser cost per
opportunity
Media objectives are built around answers to five questions: who, when, where, how often,
and in what way?
MEDIA EVALUATION
After the objectives are defined there is a need to evaluate each media in order to reach a
conclusion about the type of media that will be most effective for the accomplishment of the
objectives.
The objects of the evaluation are:
To see which media are feasible.
To pick the main medium.
To prepare for the decision on how it should be used.
To see whether there are suitable supporting media if required.
Creative suitability:
There may be obvious reasons why a particular medium is especially suitable for the campaign
or another is unsuitable, a coupon is to be included or the absence of colour is critical. Often the
preference of the creative group is not backed up by concrete evidence but they have strong
views nevertheless about the media to use and those not to use.
The agency is not in the business of reaching consumers with exposures of advertisements
(which tend to be the media departments natural criterion), but in the business of selling the
product. So if the creative choice looks at all reasonable in media terms, it is usually sensible for
the planning to accept it.
Sometimes the creative choice is unreasonable and may have been reached without full
consideration of the alternatives.
An idea:
Sometimes a media idea, or better an idea which involves media and creative content, is
obviously right or simply a novelty, which is expected to attract attention and so work. A press
advertisement in the shape of the product, using publications that have never before carried this
type of advertising, a radio commercial announcing officially there is now no shortage of the
product, a TV commercial that starts with silence and black screen, a poster that looks like a shop
window and so on. Sometimes a change is as good as an increased budget.
Proven effectiveness:
When there is evidence that a particular medium is the most efficient, the choice is obvious. The
evidence may come from the tests on our own product or from a study of competitors activities.
The advertiser often insists on using the same medium as before, even without testing its
effectiveness. The best predictor of an advertising schedule is the schedule for the previous year.
This is not always laziness. It is partly because the media scene is not very different from year to
year: media change is dictated by a major shift in the market place, a new medium, a new
definition of the target, or a new advertising idea. Advertisers resist change because it involves
more risk than to continue with a proven, viable strategy.
Availability and timing:
The type of product or copy claim may prevent the use of a medium- this is most likely to rule
out TV, on which, for example cigarettes are not advertised. The flexibility required by
the advertiser, for example being able to cancel or change advertising at a few days notice, may
also rule out a medium-for example it may make colour press impossible.
Competition:
We cant come off the box, thats where our competitors are.
Look, theres no advertising for this product in womens magazines: lets dominate there.
Of the two policies- match the competition or avoid it- the first is more common in media choice.
This may be because the main purpose of the advertising is defensive- to reassure existing buyers
and reassure existing buyers and diffuse competitors attacks. It may also be a fear of leaving him
to dominate a medium. Or the medium normally chosen is simply the most suitable for that
product group. Or the consumer and the trade have come to expect the advertising to be in that
medium and look for it there, so it works best there.; on the same principle, shops often do better
together in the High Street than scattered over the town.
These arguments apply to large advertisers: McDougalls will not leave spillers to be the only
large flour manufacturer on TV, nor Cadburys leave TV to Mars. But for the small budgets it
could be inefficient to hit competition at knee-level. A small advertiser might do better to
dominate a less used medium.
CHOOSING AMONG MAJOR MEDIA TYPES:
The media planner has to know the capacity of the major media types to deliver reach, frequency,
and impact. The major advertising media along with their costs, advantages, and limitations are
to be well understood. Every media plan requires that specific media types be selected
Doordarshan, Direct mail, satellite TV, newspapers, magazines, etc. Media planners must
consider several variables before choosing among major types:
Target audience media habits:
This is the most important factor. Housewives watch more of television, whereas, working
women go for magazines. Again television programmes have different viewers. For instance,
world this week is viewed by teenagers and young adults. Therefore, it would be advisable to
advertise during World this week such products which are of interest to teenagers and young
adults. Radio and television are the most effective media for reaching teenagers.
Products:
Products that require demonstration can suit for television. For example, the demonstration of the
use of a vacuum cleaner by Eureka Forbes. Financial advertising such as new issue of shares is
good in newspapers. Women's dresses are best shown in color magazines, and Polaroid cameras
a best demonstrated on television. Media types have different potentials for demonstration,
visualization, explanation, believability, and color.
Again there are media restrictions on certain products. For instance, alcoholic drinks and
cigarettes cannot be advertised in press as well as on DD and AIR, hence these two options are
totally ruled out.
Message:
The type of message dictates the type of media. For example, an ad that features technical
information is best suited for specific magazines. Again, an ad from retailer announcing major
sale on discount requires more of local newspapers.
Cost Factor:
Television is very expensive, where as, radio is very economical. However, cost is not the only
factor, even if it is calculated on the basis of cost per- person reached. The impact of the media is
to be taken into account.
SELECTING SPECIFIC MEDIA VEHICLES
Once a decision is made on media types, specific media vehicles within each medium must be
chosen. For instance, the media planner may take a decision to select only magazines. The
question now appears in which magazines. There are several classes of magazines- General
interest like Readers digest, Women Interest magazines like Femina, Savvy, Elle, Business
interest magazines like Business India, Business Today. If the decision is to select Business
Interest Magazines- then the media planner may consider the following:
Business India
Business World
Fortune India
Dalal Street Journal
Business Today
Advertising & Marketing
Advertising media selection

Advertising media selection is the process of choosing the most costeffective media for advertising, to achieve the required coverage and
number of exposures in a target audience.
This is typically measured on two dimensions: frequency

and spread:
Frequency
To maximize overall awareness, the advertising must reach the maximum number of the target
audience. There is a limit for the last few per cent of the general population who don't see the
main media advertisers use. These are more expensive to reach. The 'cumulative' coverage cost
typically follows an exponential curve. Reaching 90 per cent can cost double what it costs to
reach 70 per cent, and reaching 95 per cent can double the cost yet again. In practice, the
coverage decision rests on a balance between desired coverage and cost. A large budget achieves
high coveragea smaller budget limits the ambitions of the advertiser.
1. FrequencyEven with high coverage, it is insufficient for a target audience member to
have just one 'Opportunity To See' (OTS) the advertisement. In traditional media, around
five OTS are believed required for a reasonable impact. To build attitudes that lead to
brand switching may require more. To achieve five OTS, even in only 70 per cent of the
overall audience, may require 20 or 30 peak-time transmissions of a commercial, or a
significant number of insertions of press advertisements in the national media. As these
figures suggest, most consumers simply don't see the commercials that often (whereas
the brand manager, say, sees every one and has already seen them many times before
their first transmission, and so is justifiably bored).
The life of advertising campaigns can often extend beyond the relatively short life usually
expected. Indeed, as indicated above, some research shows that advertisements require
significant exposure to consumers before they even register. As David Ogilvy long ago
recommended, "If you are lucky enough to write a good advertisement, repeat it until it stops
selling. Scores of good advertisements have been discarded before they lost their potency."
Reach (advertising)
In the application of statistics to advertising and media analysis, reach refers to the total number
of different people or households exposed, at least once, to a medium during a given period of
time. Reach should not be confused with the number of people who will actually be exposed to
and consume the advertising, though. It is just the number of people who are exposed to the
medium and therefore have an opportunity to see or hear the ad or commercial. Reach may be
stated either as an absolute number, or as a fraction of a given population (for instance 'TV
households', 'men' or 'those aged 25-35').
For any given viewer, they have been "reached" by the work if they have viewed it at all (or a
specified amount) during the specified period. Multiple viewings by a single member of the
audience in the cited period do not increase reach; however, media people use the term effective
reach to describe the quality of exposure. Effective reach and reach are two different
measurements for a target audience who receive a given message or ad.
Since reach is a time-dependent summary of aggregate audience behavior, reach figures are
meaningless without a period associated with them: an example of a valid reach figure would be
to state that "[example website] had a one-day reach of 1565 per million on 21 March 2004"
(though unique users, an equivalent measure, would be a more typical metric for a website).
Reach of television channels is often expressed in the form of "x minute weekly reach" - that is,
the number (or percentage) of viewers who watched the channel for at least x minutes in a given
week.
For example, in the UK, BARB defines the reach of a television channel as the percentage of the
population in private households who view a channel for more than 3 minutes in a given day or
week [1]. Similarly, for radio, RAJAR defines the weekly reach of a radio station as the number of
people who tune into a radio station for at least 5 minutes (within at least one 15min period) in a
given week .
Reach is an important measure for the BBC, which is funded by a mandatory licence fee. It seeks
to maximise its reach to ensure all licence fee payers are receiving value. Reach andfrequency of
exposure are also two of the most important statistics used in advertising management. When
reach is multiplied by average frequency a composite measure called Gross Rating
Points (GRPs) is obtained. Reach can be calculated indirectly as: reach = GRPs / average
frequency.
Spread
More sophisticated media planners also look at the 'spread' of frequencies. Ideally all of the
audience should receive the average number of OTS. Those who receive fewer are insufficiently
motivated, and extra advertising is wasted on those who receive more. It is, of course, impossible
to achieve this ideal. As with coverage, the pattern is weighted towards a smaller numberof
heavy viewers, for examplewho receive significantly more OTS, and away from the difficult
last few percent. However, a good media buyer manages the resulting spread of frequencies to
weigh it close to the average, with as few audience members as possible below the average.
Frequency is also complicated by the fact that this is a function of time. A pattern of 12 OTS
across a year may be scarcely noticed, whereas 12 OTS in a week is evident to most viewers.
This is often the rationale for advertising in `bursts' or `waves' (sometimes described as
`pulsing'). This concentrates expenditure into a number of intense periods of advertising, spread
throughout the year, so brands do not remain uncovered for long periods.
Media Buyers
In the end, it is the media buyers who deliver the goods; by negotiating special deals with the
media owners, and buying the best parcels of `slots' to achieve the best cost (normally measured
in terms of the cost per thousand viewers, or per thousand household ìmpressions', or per
thousand impressions on the target audience. The "best cost" can also be measured by the cost
per lead, in the case of direct response marketing). The growth of the very large, international,
agencies has been partly justified by their increased buying power over the media owners.
Types of Media and Their Characteristics

In terms of overall advertising expenditures, media advertising is still dominated by Press and
television, which are of comparable size (by value of 'sales'). Posters and radio follow some way
behind, with cinema representing a very specialist medium.
Press
In the United Kingdom, spending is dominated by the national and regional newspapers, the
latter taking almost all the classified advertising revenue. The magazines and trade or technical
journal markets are about the same size as each other, but are less than half that of the newspaper
sectors.
National newspapers - These are still traditionally categorized, from the media buyer's
viewpoint, on the basis of class; even though this is of declining importance to many
advertisers. `Quality' newspapers for example, tend to have a readership profile of in excess
of 80 per cent of ABC1 readers, though it is more difficult to segment readerships by age
categories. They are obviously best matched to national advertisers who are happy with black
and white advertisements, although colour is now available - and high-quality colour is
available in some supplements. National newspapers in general, and the quality Press in
particular, are supposed to carry more `weight' with their readers (since they are deliberately
read, not treated just as `background'); so that an advertisement placed in one is taken more
seriously than a comparable one in a regional newspaper, although it may be more transitory
(since it is not kept for reference as some local weeklies may be).
Regional newspapersThese may be dailies, which look and perform much like the
nationals, or weeklies, which are more specialized, though they dominate the classified
advertising market. There is usually much more advertising competing for the reader's
attention, and the weekly newspaper is now largely the province of the 'free-sheet'typically
delivered free to all homes in a given areawhich earn revenue from their high proportion of
advertising, and accordingly having the least `weight' of all.
Advertisements in newspapers, referred to as ìnsertions', are usually specified as so many

centimeters across so many columns. In these days of metrication, a multiple of 3 cm is used as
the standard measure in the UK, instead of the previously traditional inch. Thus, a `30 cm double'
is an advertisement that is 30 cm long, down the page, and across two columns of type; where
the width of columns varies from paper to paper - an important consideration when you are
having the printing `blocks' made. The position is also often specified; so that, for example, an
advertiser of a unit trust will probably pay extra to make certain that the insertion is next to the
financial pages.
MagazinesThese offer a more selective audience (which is more ìnvolved', with the
editorial content at least). Magazines are traditionally categorized into general interest,
special interest and trade or technical. The advertiser will, therefore, be able to select those
that match the specific profile demanded by the advertising strategy. The weight, or
àuthority', of magazines is correspondingly high, and they may be kept for a considerable
time for use as reference - and passed to other readers (so that `readership' figures may be
much higher than `circulation' figures). They can offer excellent colour printing; but, again,
the clutter of many competing advertisements may reduce the impact of the advertiser's
message.
Trade and technical - In the trade and professional fields there are now a significant
number of 'controlled circulation' magazines. These are like the `free Press', in that they are
delivered free to the recipients; but, at least in theory, those recipients should have been
carefully screened to ensure that they are of value to the advertisers - and the circulation can,
if properly controlled, represent a wide cross-section of the buyers, and influencers, in the
advertiser's target audience. The rates for positioning are usually more varied than for
newspapers, with premiums being paid for facing editorial matter and, of course, for colour.
Television
This is normally the most expensive medium, and as such is generally only open to the major
advertisers, although some regional contractors offer more affordable packages to their local
advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7.0010.30
p.m.) and especially of family audiences. Offering sight, sound, movement and colour, it has the
greatest impact, especially for those products or services where a 'demonstration' is essential;
since it combines the virtues of both the 'story-teller' and the `demonstrator'. To be effective,
these messages must be simple and able to overcome surrounding family life distractions
especially the TV remote.
Television is relatively unselective, and offers relatively poor coverage of upper class and
younger age groups. Being regionally based, however, it can be used for regional trials or
promotions (including test markets).
The price structures can be complicated, with the 'rate card' (the price list) offering different
prices for different times throughout the day. This is further complicated by a wide range of
special promotional packages and individual negotiations. This complication provides work for
specialist media buyers.
Satellite televisionlong believed the medium of the future, as once was cable television
has largely fulfilled that expectation in the US. It is now an important feature in other
countries, though terrestrial 'freeview' broadcasting poses a challenge.
Posters
This is something of a specialist medium, which is generally used in support of campaigns using
other media. On the other hand, some advertisers, particularly those in brewing and tobacco,
have successfully made significant use of the medium; although, to achieve this, they have
developed the requisite expertise to make efficient use of its peculiarities.
The main roadside posters are described in terms of how the poster is physically posted on to
them (pasted on, one sheet at a time, by a bill-poster); as 16 sheet (the main, 10' x 6'8" size in
vertical format) and 48 sheet (10' x 20', in horizontal/landscape format). Those smaller ones, seen
in pedestrian areas, are typically four sheet (5' x 3'4"). The best sites are typically reserved for the
long-term clients, mainly the brewers and tobacco companies (hence one reason for their success
in use of the medium), so that new users may find this a relatively unattractive medium.
This industry is also known as Out of Home Media. However, this category is not limited to
posters and billboards. It may involve the use of media space in airports, malls, convenience
stores, etc., and it could even tie into guerilla marketing, a nontraditional approach to advertising
that may involve grassroots tactics (e.g. posting branded stickers or static clings to buildings,
restrooms, and other surfaces in metropolitan areas).
In Malaysia there are numerous sizes from 10'x40', 20'x60', 20'x80' to 40'x60'. In both
formats..Landscape and portrait. Current Outdoor Media Owners include Prisma Outdoor, Ganad
Media, Seni Jaya, Big Tree, Gelumbang Jaya, & etc...
Radio
Radio advertising has increased greatly in recent years, with the granting of many more licenses.
It typically generates specific audiences at different times of the dayadults at breakfast,
housewives, and commuters during rush hours. It can be a cost-effective way of reaching these
audiencesespecially since production costs are much cheaper than television, though the lack
of visual elements may limit the message. In radio advertisnig we need to identify the timing of
radio listeners, like many people listen on time when they are stuck with the traffic, and many of
the listeners they listen at night time.
Cinema
Though national audience numbers are down, this may be the most effective medium for
extending coverage to younger age groups, since the core audience is 15 to 24.
Internet/Web Advertising
This rapidly growing marketing force borrows much from the example of press advertising, but
the most effective useadopted by search enginesis interactive.
Mobile Advertising
Personal mobile phones have become an attractive advertising media to network operators, but
are relatively unproven and remain in media buyers' sidelines.
Audience Research
Identifying the audience for a magazine or newspaper, or determining who watches television at
a given time, is a specialized form of market research, often conducted on behalf of media
owners.
Press figures are slightly complicated by the fact that there are two measures: readership(total
number of readers of a publication, no matter where they read it), and circulation (the number of
copies actually sold, which is mostly independently validated).
Advertising-free media
Advertising-free media refers to media outlets whose output is not funded or subsidized by the
sale
of advertising space.
It
includes
in
its
scope mass
media entities
such
as websites,television and radio networks, and magazines.

The public broadcasters of a number of countries air without commercials. Perhaps the best
known example of this is the United Kingdom's public broadcaster, the BBC, whose domestic
networks do not carry commercials. Instead, the BBC, in common with most other public
broadcasters in Europe, is funded by a television licence fee levied on the owners of
alltelevision sets.
A 2006 report by the Senate of Canada suggested that the country's public broadcaster,
theCanadian Broadcasting Corporation, be funded sufficiently by the federal government so that
it could air without any advertising[1].
Advertising media scheduling

Scheduling refers to the pattern of advertising timing, represented as plots on a yearlyflowchart.
These plots indicate the pattern of scheduled times advertising must appear to coincide with
favorable selling periods. The classic scheduling models are Continuity, Flightingand Pulsing.
Continuity
This model is primarily for non-seasonal products, yet sometimes for seasonal products.
Advertising runs steadily with little variation over the campaign period.
There may be short gaps at regular intervals and also long gapsfor instance, one ad every week
for 52 weeks, and then a pause. This pattern of advertising is prevalent in service and packaged
goods that require continuous reinforcement on the audience for top of mindrecollection at point
of purchase.
Advantages:
Works as a reminder
Covers the entire purchase cycle
Cost efficiencies in the form of large media discounts
Positioning advantages within media
Program or plan that identifies the media channels used in an advertising campaign, and specifies
insertion or broadcast dates, positions, and duration of the messages.
Advertising Your Business: How to measure results?

Advertisers are always asking themselves (and, sooner or later, asking me), how do I know
when its working?
There are various methods, none always perfect, but you may find a quick review of the
following seven methods will be helpful next time you ponder that question.
1. The Sales Method
Our favorite New Yorker cartoon of all time shows an overbearing executive standing behind the
seated, shirt-sleeved and intimidated staffer, both dwarfed by huge stacks of merchandise
awaiting signs of demand from the outside world. The big guy barks in the underlings ear,
Somethings got to go, Fenton. You, me, or this inventory and its NOT going to be me!
Its tempting to say, Ill know whether my advertising is working by whether or not it sells the
darn stuff in my ads! But if you accept that measure, you have to give Fenton the control, not
just over the ads, but over the other influences on the success of your product or service: price,
availability, design, and a competitive advantage of some sort. We have seldom met a Fenton
who gets all of that authority from the boss (or who even dares ask).
2. The Show-of-Interest Method
Rather than through sales, advertisings effectiveness is more legitimately yardsticked against the
show of interestthat it stimulates for the product or service. In retail, that is measured by shoes
across the transom. In business-to-business, it is measured by inquiries (phone, e-mail, Web site
visits, business show encounters). But not every business model, nor every business category,
can apply this metric to its advertising in a meaningful manner.
3. The Awareness/Preference Method
Boiled down to basics, the job of advertising is to createawareness. Working with the merits of a
product or service, and throwing a light on same for the consumer in an environment competing
for his/her attention, advertising can also be rightfully expected to create preference. Awareness
and preference are not measured at the cash register, but rather by opinion research. That
research takes time and it takes investment. Too few advertisers have the time-window or the
budget wherewithal to study awareness of and preference for their product or service. Too often
they are rushing to market with their messages, you might say, in ready-fire-aim mode, rather
than ready-aim-fire.
4. The Readership/Viewership Method
A lot of money and energy are spent to gauge, Is anybody watching/listening to/reading our
stuff? (Some of these studies, especially those tied to broadcast advertising like Nielsen,
Arbitron are not without controversy.) In our view, the best of the readership/viewership
studies determines not just whether the audience is exposed to the message, but are they
responding to our message? (Compare to the Show-of-Interest Method in Part One.)
Fortunately, the interactivity of the Web and other new media provides lots of metrics to the
advertiser who is measuring response.
5. The Pre-Test Method
Some advertisers buy insurance for their campaign investment by pre-testing their creative
approaches against focus group research. In theory, this provides valuable feedback on what is
working, what isnt, before the message goes live. Its a great ready-aim-fire model. Yet,
unfortunately, because of the cost and lead-time involved, it is a method which is out-of-reach
for many small- and medium-size advertisers.
6. The Trial-and-Error Method
Trial-and-Error has some negative connotations, but in the real world, its the method that
many advertisers adopt, whether they do so knowingly or not. In fact, on the Web, the advertiser
is always in survey mode anyway. Trial-and-error is readily accepted by the Web industry
because the lag time between the first message and the revised message can be hours, not weeks,
nor months.
7. The Anecdotal Method
As much as business people love to measure things, sometimes you find you are in a place where
you are left to measure with your gut and your heart and not so much with your head. Sometimes
you hear someone whose opinion you value say to you, I saw your ad in yesterdays paper. Or,
That store of yours, werent you on TV last night? Perhaps, that Web site you guys put up is
really neat; it helped me a lot. Keep the good stuff coming. This sort of anecdotal feedback can
help you know that you are indeed getting through to an audience thats important. Not to
mention that it can be a real morale booster for you and your organization. Yes, we are making a
dent, after all, with this advertising, you might hear yourself say.
Well, Fenton is safe for today (the big guy has left early for the golf course). But, armed with our
Seven Methods of Measuring Results, Fenton is ready-to-rumble with him when his shadow
next darkens the doorway.
10 Measures of Social Media ROI for Your Brand

Its essential that companies clarify success metrics before launching their social media
marketing and advertising initiatives.
Social media success requires brands to reconsider their definitions of ROI. That does not mean,
however, that the tried and true measures should be summarily tossed in the trash to make room
for new benchmarks. Nor does it mean brands should attenuate their expectations because social
media is so new and changing so rapidly or the metrics you need are difficult to obtain.
You cant excel if you aim low.
I have seen a number of brands default their success assessment and oh, horror! design
their initiatives against readily available metrics, rather than what is relevant to their overall
business objectives. We can measure Facebook Likes, so lets do what we can to get lots of
them. If we get more Likes than our competition, we have a successful social media program.
Malarkey.
That a parameter is available does not mean it is always relevant any more than if a parameter is
difficult to measure it is not worth pursuing. We are flooded with data that is worthy of the
investment in collection and analysis to help us determine whether our social media intiatives are
paying off.
Here are ten measures of social media marketing ROI. There are others and, of course,
these are mix-and-match based on your brand strategy.
#1 Convert customers to brand advocates This is the Holy Grail of social media marketing
and is the most difficult for brands to attain. Your social media initiatives have identified
influencers; your content on appropriate platforms facilitates user-generated content; and, as a
result, your advocates lead the social media conversations about your brand. Every brand should
strive for this few will achieve it.
#2 Increase likability We all keep hearing backlash against just counting Likes. I mention
above how Likes and followers and re-tweets and connections and other readily available metrics
do not necessarily indicate engagement or intent. No, not necessarily. But that does not mean
they never do. For many brands, the upward-pointing thumb counts, when earned
appropriately, can be good indicators of appropriateness of content and techniques, as well as
progress towards other objectives.
#3 Raise the quality and quantity of job applicants Every smart worker is always looking
for new opportunities and every smart company is always looking for great talent. In companies
with a social culture, where every employee is a brand advocate, conversations about
employment are ongoing, rather than starting the day a job gets posted.
#4 Improve SEO Your social media initiatives are a part of, not apart from, your other
marketing activities. And your website is not likely to be taken dark any time soon. While its not
a good idea to habitually kick customers from social media platforms to your web site, your
social media content and activities can be used to improve your search rankings.
#5 Reduce costs A company with a social business culture has genuine, transparent internal
communications with employees actively engaged in wider social activities. With all eyes and
ears open, everyone is more likely to approach his or her job as a stakeholder, seeking increased
efficiency and improved products in ways that hit the bottom line. And the top line.
#6 Reputation management Just as with linear and digital media, social media can be used
to showcase your community involvement, green initiatives, etc. Too many brands spend too
much time defending themselves against negative tweets and other social media comments.
Earn a positive reputation by promoting whats positive about your brand.
#7 Provide improved customer support Social media provides a wonderful opportunity for
push customer service. You can be where your customers are hanging out and enlist the help of
their peers with advice and solutions. Brands that listen carefully and this is not a new
concept, folks can use social media to make changes in their communications processes to
reduce support incidences and increase customer satisfaction.
Im going to group the last three together, as they distill the steps of the sales process and
probably need little clarification in the social media context.
#8 Raise awareness of products
#9 Generate leads
#10 Complete sales transactions
Cost efficiency:
Cost efficiency (or cost optimality), in the context of parallel computer algorithms, refers to a
measure of how effectively parallel computing can be used to solve a particular problem. A
parallel algorithm is considered cost efficient if its asymptotic running time multiplied by the
number of processing units involved in the computation is comparable to the running time of the
best sequential algorithm.
Media research:
Readership Survey
In a Readership Survey, you communicate with the readers of a publication to
determine whether they remembered an article or ad about your company and, if
they did, what they thought of the article or ad.
How You Do It
Write a questionnaire. Contract with the publisher or mailing list manager to mail or
email it to the publication's subscriber list (or a subset). Or interview readers by
telephone. Or both. Summarize the responses.
Strengths
This tool is both navigational and evaluative you can use it to learn what your
target audience thought and what they did, as a result of your communications.
A Readership Survey can be a good way of determining:
1. Awareness and perception did the readers read and remember the
article/ad, and what did they think of it? This is a quick-and-dirty, do-ityourself Starch Test.
2. The relative power of marketing vehicles are the readers more influenced
by articles or ads or trade shows or sales reps or friends?
3. The publication's credibility and "pull" will the readers buy (or did they
already buy) as a result of the article/ad?
As with the Editorial Survey, this method can produce beneficial by-products in
this case, the possible benefits are improved visibility, improved good will, and
additional sales leads.
Weaknesses
This method takes time. And, to be really useful, it should be repeated.
If you're looking only for quick-and-dirty guidance numbers, doing it yourself is OK.
But if you want more accuracy, you may want to contract the experts for a program
of Starch Tests or an equivalent.
Another weakness is that this kind of test may produce only very rough accuracy on
questions of why people bought. See Faulty Memory and Repression. It may also
be vulnerable to Non response Bias. Using expert researchers can partly overcome
these barriers to accuracy.
If your organization is asking itself these or any related questions, you will benefit from a
readership survey.
- Why is our publication losing circulation?
- How do our readers use our publication?
- What are their favorite (or least favorite) features?
- How do our readers feel about its format and layout?
- What related issues are important to readers?
- What editorial or content changes would readers favor?
- How is our publication perceived relative to its competitors?
- How can we show advertisers that readers value their products?
- Why did lapsed subscribers not renew their subscriptions?
Reader and lapsed subscriber surveys are effective tools that can help publishers
learn how well they are meeting readers needs, increase advertising and circulation,
position publications in a competitive marketplace, and enhance editorial content
and design elements.
A mainstay of successful publishing, readership surveys should be conducted every
two to three years. Shifts in readership patterns, changes in reader demographics,
and anticipated format or content changes all signal a need for research.
Customized surveys can be conducted via direct mail, online, or by telephone. An
initial survey can provide a benchmark against which future iterations are
compared.
I Research has designed and managed in excess of thirty-five studies on behalf of
internationally-prominent publishers of magazines, journals, textbooks, newspapers,
and software. Call today to find out how we can help you obtain, satisfy, retain, or
recapture readers.
Viewership survey: no
Internet as an advertising medium:
Internet as an advertising medium is versatile and this is it where it stands apart from the
conventional advertising medium. It is a highly flexible medium that allows you to make
changes during the course of the campaign as and when required without incurring much
additional cost. This makes internet all the more important in a country like India where the
business scenario is highly dynamic and changes with each passing day. Online media
advertising allows you to make changes as and when required to meet the latest demands of the
market.
Internet advertising is on an all time boom and is bound to take Indian advertising on an all-new
level. If we are to believe the results of a latest research facts show that that approximately 30
million dollar is solely generated by online advertising. Going by this fact one can have an idea
of the immense potential of advertising medium Internet and the future of online advertising.
Further statistics reveal that advertising media Internet is likely to touch 57 million in 20062007. The main strength of Internet as an advertising medium is its ability to reach out to a vast
audience at one go. Internet advertising is also not bound by limitations such as time and
accessibility as one can surf the net at any time of the day making your advertisement available
24*7 unlike television ads to which the viewers cant go back or the newspaper ads that go in the
waste once they are read in the morning.
How can a company use the Internet effectively to reach this huge
market?
By contracting the services of an online marketing and SEO specialist company, such as iLead,
companies can reach their specific target markets. iLead has been involved in the Internet and ecommerce business for almost a decade. The team of IT, Internet, and marketing specialists has
the expertise to effectively use the Internet as advertising medium for optimal results, at the
fraction of the cost of offline marketing methods. This knowledge is shared with our clients and
marketing strategies developed in conjunction to our clients existing marketing and promotion
strategies to streamline the process and keep within the clients goals.
We are able to help companies develop effective online marketing solutions to tap into the ecommerce world. More than 32 billion USD have been traded through the Internet in ecommerce in 2006. If your company didnt get its share of the market, then it is time to use
iLead. Even if your company received a small share, your online sales and presence can be
advanced when you make use of the Internet effectively as advertising medium. To get optimal
results, partner with iLead and its e-Traffic division to see a doubling in traffic and subsequent
sales.
The startup cost for establishing and maintaining a web presence through the use of iLead
is low.
When partnering with iLead, the most effective marketing tools are used to bring
companies a solid return on investment.
Access to any of the targeted markets is possible with a comprehensive search engine
optimization and submission strategy.
Multiple income streams can be obtained by several and more online businesses linked
together to help target specific segments of the market.
Expansion of your market without any geographical boundaries.
Automated features allowing your business to continue its normal activities while tapping
into the huge online market.
Even niche products and services can be promoted to a very specific group of users,
providing companies the benefit of low cost marketing with high returns.
Customized marketing strategies that include email campaigns, MMS, SMS, exchange
links, banner ads, affiliate marketing, viral marketing, CMR, SEO, article marketing etc.
help companies that make use of iLead and e-Traffic, to establish a powerful web
presence.
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Individual visitor's clicks and IP address statistics
Unique individual & returning website visitor statistics
External link analysis to see what links bring you most of the traffic
Most popular pages on your website analysis with click counts for individual web page
Primary entry and exit pages
SSL page statistics
SEO duplicate title stats
Easy to use tracking system features:
Easy 20-second setup for each new website. No waiting.
No experience or special training needed to understand your website visitor stats
Statistics system doesn't affect the way your website works
Realtime visitor traffic statistics analysis and mapping
Individual page or secure webstore product hits tracking
Email and print campaigns localization reports
Secure SSL (HTTPS) eCommerce online store statistics reports
Support for wide range of websites, blogs, forums, personal web pages, eCommerce web
stores, professional corporate and other web based establishments that support Javascript or
HTML.
Support for HTML only content management systems that do not allow usage of the
javascript.
Invisible tracker mode - can be enabled under each project's settings for Level 2+
subscriptions.
Free Website Tracking Software:

If you are one of the millions of web developers creating websites and blogs on the internet, you
probably have access to cpanel. Cpanel is an open-source GUIinterface that administers to your
websites and blogs. Included in most cpanel software is the ability to view current and historical
statistics regarding your domains. Two programs that are included with most cpanel interfaces
are Webalizer and AwStats (Advanced Web Statistics).
Webalizer:
Webalizer is a barebones tool that keeps tracks of specific types of data and shows it graphically
on the web. Data that Webalizer collects includes:
URL- Shows the URL that was requested by the users browser.
Hit Every single HTTP request that your visitors browser submits is counted as a
hit.
Page A visitors request for any URL with content.
File Every HTTP request is considered to be a file.
Visitor Each specific IP address or HTTP cookie.
Visit Each time a visitor accesses your website.
Host A host is a visitors machine running a browser. Host and IP address are
sometimes used interchangeably.
User Agent The user agent is the web browser that a visitor uses to access your site
(e.g. Internet Explorer, Opera, Firefox, etc.).
While Webalizer is efficient at collecting data, it does lack specific kinds of measurements. For
instance, it does not differentiate between robots and human visitors. Another disadvantage of
using Webalizer is that development on the program stopped in 2002.
AwStats
AwStats (Advanced Web Statistics) is another popular open source website statistics program.
You can find it on most cpanel interfaces and it also works with most major server platforms. For
many web developers, AwStats collects a vast amount of information including all the types of
data collected by Webalizer. In addition, it can differentiate between human visitors and robots. It
can also collect information on which countries visitors come from, bandwidth usage, top 25
users, the duration of time visitors spent on your site, most popular pages, computer operating
systems used, the URL address from which visitors arrived, search keywords and key phrases
that visitors used, etc. For the small-to-midsize web developer, AwStats is a powerful program
that is fully featured.
Google Analytics
Google Analytics is a free statistics and analytical program used mainly by web developers as
part of the Google AdSense network. However, it also provides useful information on many
other aspects of web traffic and website marketing. While Google Analytics is an excellent tool
for smaller developers that monetize their site with Google advertising, many web developers
might find it easier to track web traffic with the other programs mentioned above.
Fee-Based Analytic and Statistical Software
If you have an e-commerce business or would like to have access to comprehensive, real-time
data regarding your websites, you should probably look into fee-based analytic and statistical
software. While these programs are fee-based, they are in most cases well worth the investment.
They can give you a variety of tools to delve deep into your web traffic.
Using the many fee-based software products available, you can easily view and analyze visitors
to your site and their behaior to help build a more effective website or product. Other services
provided by these software products usually include fraud analysis, which can red flag traffic that
may be fraudulent, and the ability to track advertising campaigns, with special emphasis on
click-through rate and ROI (return of investment). Fee-based software also offers technical
support and user forums to get the most out of the product.
Services that Track and Analyze Data
Many web developers can go one step further and pay for services that track and analyze data.
Usually these services are run by search engine optimizers (SEOs) or marketing companies.
Most are geared towards medium-to-large businesses on the web. These services are usually
more expensive than fee-based products, but for many enterprises, they are the most effective
choice.
Click stream analytics: Bridged Stats keyword tracking software offers click stream
analysis reports on every visitor that enters your web site. Your contact forms and shopping cart
forms are tagged with action scripts. Reports show which search engines and keywords people
use to find your web site and how well they convert your visitors into buyers and sales leads.
What sets Bridged Stats apart from all other tracking software applications is that Bridged Stats
Tracking Software reports are integrated with Bridged Exchange web based CRM. This unique
blend makes it possible to match up every lead and sales that enters Bridged Exchange with
their click stream analysis report.
Click analytics is a special type of web analytics that gives special attention to clicks (Point-andclick). Commonly, click analytics focuses on on-site analytics. An editor of a web site uses click
analytics to determine the performance of his or her particular site, with regards to where the
users of the site are clicking.
Also, click analytics may happen real-time or "unreal"-time, depending on the type of
information sought. Typically, front-page editors on high-traffic news media sites will want to
monitor their pages in real-time, to optimize the content. Editors, designers or other types of
stakeholders may analyze clicks on a wider time frame to aid them assess performance of
writers, design elements or advertisements etc.
Data about clicks may be gathered in at least two ways. Ideally, a click is "logged" when it
occurs, and this method requires some functionality that picks up relevant information when the
event occurs. Alternatively, one may institute the assumption that a page view is a result of a
click, and therefore log a simulated click that lead to that page view.
Hits, visitors, visits, and pageviews: what are the differences?
Technical definition of a hit

Each file sent to a browser by a web server is an individual hit.
Technical definition of a pageview

A pageview is each time a visitor views a page on your website, regardless of how many hits are
generated. Pages are comprised of files. Every image in a page is a separate file. When a visitor
looks at a page (a pageview), they may see numerous images, graphics, pictures etc. and generate
multiple hits.
For example, if you have a page with 10 pictures, then a request to a server to view that page
generates 11 hits (10 for the pictures, and one for the html file). A page view can contain
hundreds of hits. This is the reason that we measure page views and not hits.
Conclusion: hits are not a reliable way to measure website traffic.
There is an additional potential for confusion here, because there are two types of 'hits'. The hits
we are discussing in this article are the hits recorded by log files, and interpreted by log analysis.
A second type of 'hits' are counted and displayed by a simple hit counter. Hit counters record one
hit for every time a webpage is viewed, also problematic because it does not distinguish unique
visitors.
Technical definition of a visit

A visit happens when someone or something (robot) visits your site. It consists of one or more
page views/ hits. One visitor can make multiple visits to your site.
Technical definition of a visitor
Technically, a visitor is the browser of a person who accepts a cookie. Opentracker utilizes 1st
party cookie technology. By this definition, a visitor is a human being, and their actions are
'human' events, because only humans use browsers (with javascript) to navigate the internet. If a
cookie is not accepted, then we use IP numbers to track visitors.
Open tracker measures unique visitors, which we track over long periods of time by giving them
a cookie, this cookie is unique to their browser. We have found that cookies are often more
reliable over the long term, as many servers re-assign IP addresses on a regular basis. IP usage
patterns are changing. AOL, for example, has recently implemented a rotating IP address
technology, to stop log files from tracking their members' search term queries.
How reliable are cookies when tracking unique visitors? Unless the user deletes their cookies
continuously, they will be measured as the same visitor with each visit.
To increase reliability we use first-party cookies, which means they name the site where the
visitor is browsing.
Strictly speaking, one visitor means one person based on the definitions given above. So that
if someone continuously visits your site over long periods of time, they will be recorded only as
one visitor.
How to distinguish between new and returning visitors
1.
A returning visitor is a visitor who visits your site with a 24 hour period in between.
2.
Secondly, we measure visits, a visit is a visitors click stream broken by a ten minute interval,
(minimum of ten minutes). So you have a cup of coffee, and return to the site after ten minutes,
this will be a second visit. Say you go to bed, and you return to the site 24 hours later; you will
be a returning visitor.
Click stream analysis:

On a Web site, clickstream analysis (sometimes called clickstream analytics) is the process of
collecting, analyzing, and reporting aggregate data about which pages visitors visit in what order
- which are the result of the succession of mouse clicks each visitor makes (that is, the
clickstream). There are two levels of clickstream analysis, traffic analysis and e-commerce
analysis.
Traffic analysis operates at the server level by collecting clickstream data related to the path the
user takes when navigating through the site. Traffic analysis tracks how many pages are served to
the user, how long it takes pages to load, how often the user hits the browser's back or stop
button, and how much data is transmitted before a user moves on.
E-commerce-based analysis uses clickstream data to determine the effectiveness of the site as a
channel-to-market by quantifying the user's behavior while on the Web site. It is used to keep
track of what pages the user lingers on, what the user puts in or takes out of their shopping cart,
and what items the user purchases.
Because a large volume of data can be gathered through clickstream analysis, many e-businesses
rely on pre-programmed applications to help interpret the data and generate reports on specific
areas of interest. Clickstream analysis is considered to be most effective when used in
conjunction with other, more traditional, market evaluation resources.
Consumer Ease performs the following steps in a Consumer Clickstream Analysis:
A representative set of data is collected and loaded into the ConsumerEase data lab
The data are converted into easily recognizable phrases, such as categories, products, and
features
The data are partitioned into user categories (e.g., new users, regular users, heavy users)
Behavioral metrics are calculated (e.g., attraction, usage, stickiness)
Navigational patterns, such as the paths users tend to take to get to different features, are
detected
A detailed report that analyzes the results is prepared
An executive presentation that recommends the top ways to improve the performance is
prepared
The executive results are presented to employees and executives
Permission marketing:
Permission marketing is a term popularized by Seth Godin[1] (but found earlier [2]) used
in marketing in general and e-marketing specifically. The undesirable opposite of permission
marketing is interruption marketing. Marketers obtain permission before advancing to the next
step in the purchasing process. For example, they ask permission to send email newsletters to
prospective customers. It is mostly used by online marketers, notably email marketers and search
marketers, as well as certain direct marketers who send a catalog in response to a request.
This form of marketing requires that the prospective customer has either given explicit
permission for the marketer to send their promotional message (e.g. an email or catalog request)
or implicit permission (e.g. querying a search engine). This can be either via an online email optin form or by using search engines, which implies a request for information which can include
that of a commercial nature. To illustrate, consider someone who searches for "buy shoes."
Online shoe stores have the searchers' permission to make an offer that solves their shoe
problem. Marketers feel that this is a more efficient use of their resources because the offers are
only sent to people that are actually interested in the product. This is one technique used by
marketers that have a personal marketing orientation. They feel that marketing should be done on
a one-to-one basis rather than using broad aggregated concepts like market segment ortarget
market.
The initial process of permission e-mail campaign is simple. Identify your target audience
and seek permission to talk to them about something specific. Success, in fact, lies well
beyond the scope of sending permission mails. For the desired ROI, it calls for a more
systematic approach.
We at Yon Earth take into consideration your business-critical initiatives to help you design
and market your Permission Marketing campaign in order to fetch the best ROI. We offer
you practiced and proficient management of campaigns with the help of our proprietary
tools to attract your targeted audience to act immediately.
Permission marketing can be one of the most valuable and well-organized ways to influence
purchases and keep customers informed and happy. It is also extremely inexpensive when
accomplished in effect. And with admiration for customer inclination, Permission Marketing
has a striking impact on purchasing actions, not only online, but also offline.
The major factors contributing in converting the reader of your mail into a customer are the
content of your email, the subject line of the email and address from where the email has
been sent.
In general, we help you:

Catch the targeted audience's Attention
Generate Interest with the help of relevant and at times desired

information
Arouse Desire by solving customer's problems or attending their

respective needs
In making it easy for your targeted audience to take Action
Make certain that the Action provides Satisfaction.
Privacy policy
A privacy policy is a legal document that discloses some or all of the ways a party gathers, uses,
discloses and manages a customer's data. The exact contents of a privacy policy will depend
upon the applicable law and may need to address the requirements of multiple countries or
jurisdictions. While there is no universal guidance for the content of specific privacy policies, a
number of organizations provide example forms or online wizards.
Development
In 1995 the European Union (EU) introduced the Data Protection Directive[1] for its member
states. As a result, many organizations doing business within the EU began to draft policies to
comply with this Directive. In the same year the U.S. Federal Trade Commission published the
Fair Information Principles[2] which provided a set of non-binding governing principles for the
commercial use of personal information. While not mandating policy, these principles provided
guidance of the developing concerns of how to draft privacy policies.
Fair Information Practice

The four critical issues identified in Fair Information Principles are:
Notice data collectors must disclose their information practices before collecting
personal information from consumers
Choice consumers must be given options with respect to whether and how personal
information collected from them may be used for purposes beyond those for which the
information was provided
Access consumers should be able to view and contest the accuracy and completeness of
data collected about them
Security data collectors must take reasonable steps to assure that information collected
from consumers is accurate and secure from unauthorized use.
In addition the Principles discuss the need for enforcement mechanisms to impose sanctions for
noncompliance with fair information practices.
Ex: (for privacy )Transparency and Choicegoogle:

At Google, we are keenly aware of the trust you place in us and our responsibility to protect your
privacy. As part of this responsibility, we let you know what information we collect when you
use our products and services, why we collect it and how we use it to improve your experience.
We have five privacy principles that describe how we approach privacy and user information
across all of our products:
1. Use information to provide our users with valuable products and services.
2. Develop products that reflect strong privacy standards and practices.

3. Make the collection of personal information transparent.
4. Give users meaningful choices to protect their privacy.
5. Be a responsible steward of the information we hold.
This Privacy Center was created to provide you with easy-to-understand information about our
products and policies to help you make more informed choices about which products you use,
how to use them and what information you provide to us.
Ethical concerns in internet advertisement:

Current Ethical Issues in Internet Marketing
endorsements - when a specific product/service is endorsed by the website as being good
or the best you should consider the evidence being provided and the nature of the
relationship of the person endorsing the product and the provider of the product.
paid advertisements - when a company pays for space on the website to advertise a
product or service does this affect the nature of the information presented on the
website and does the website owner get paid for any sales of those products?
Legal Issues in Internet Marketing
caveat emptor - the basic premise of this legal doctrine is that the buyer buys at his or
her own risk. It is your responsibility to make sure that the products or service suits your
own needs and that you examine goods for defects prior to purchase. If you are
purchasing over the internet make sure you are aware of the vendor's return policy and
whether of not they offer guarantees and/or warranties for their products
Current ethical issues in Internet marketing are related to transparency and openess in
disclosing financial interest or gain in product endorsements.
At the core of the meaning of ethics is the nature of the relationships we have and how those
relationships are conducted. Since the internet is not a transparent place, all the relationships that
affect the nature of the content on a website may not be easily identified by you, the visitor.
The purpose of this section of the website is to disclose the nature of those relationships to you
so that you are fully aware and informed when making decisions, or considering the veracity
of information presented here.
Internet Marketing Ethics and Web Ethical Issues
Importance of Ethics on The Internet
Applying good ethical standards to the online world is a direct reflection of your business online.
Ethics affects all aspects of your business. It affects first and foremost your companys brand
image and subsequently how sales, marketing, and advertising principles are applied to the task
of making your company profitable for the long haul. Ethics affects your employees, and how
they represent your company online, on the phone, in person, and all types of customer service
and customer relations when dealing with buyers, engineers, sales leads, and potential customers
in both the business of B2B and B2C, both of which covers the majority of business types in the
world.
Consider the following questions:
What is ethical in B2C and B2B web sites?
Who can you trust online?
What are the laws in advertising online?
Are there different issues with B2B and B2C?
What are the ethical standards, federal laws, and international laws for email marketing?
What can be copied online?
In a society where legal and ethical limits are pushed to the max and how the attitude pervades
those around us that if there are no rules against something then it is OK to do, why even ask
about ethics and ethical values on the Web? Because, it really does affect you and your business!
Read the information above.
Business Ethics
The Internet is a growing and a continually evolving creature that will live on in perpetuity. As
such, it would be wise to ponder the various e business legal and Internet marketing ethical
issues of both B2B and B2C business practices online. Whatever is written and published online
today will likely be there tomorrow and possibly be recoverable forever. Imagine the billions
upon billions of text information in web pages, publications, and books that are and will be
stored for a long time to come. There is even a site where you can go way back in time to check
out archives of other websites and view pages that were created at the beginning of their infancy.
Additionally, old videos, films, movies, and audio in various applications formats are also
viewable.
With text messaging, wireless web mail, picture uploading, video recordings, and even video
conferencing from cell phones and other personal communication devices with built in
microphones and cameras, the Internet will be affecting more lives than ever before. Security and
privacy concerns, along with e-business regulatory issues will become more prevalent. It will
become more difficult to figure out who you can trust online, which websites are safe to visit,
along with all the unethical, illegal, Internet marketing schemes, search engine optimization,
search engine marketing, and online advertising frauds and all types of ebusiness email scams to
contend with.
Important Ethical E-Business Legal Issues to Consider
If you are writing copy and maintaining a clients business website or ecommerce website here
are some important items to carefully consider for consumer privacy and legal matters.
Writing Online and Copywriting for Clients
What you say when copywriting and publishing for a client is a reflection of how the clients
brand is viewed to the rest of the world. Negative or defamatory articles published about various
people and companies, on other websites, blogs, and forums, if not properly researched and
documented, could possibly have legal consequences of libel that can stretch across countries.
Additionally, consider carefully what is being published on blogs. Blogs are simply easy to
publish websites and content management systems where daily, weekly, monthly, (more or less
frequently), personal or corporate thoughts, information, ideas, and happenings can be published
and shared online with others. Interaction with readers can be set up in the form of comments
from visitors. Typically blog websites can be set up for free of charge. Here is a link to
theCyberJournalist.net with an article titled: A Bloggers Code of Ethics, which has information
and a suggested things to do for best practices in writing online, and what not to do list, and
guide to publishing information on a blog.
SEO Search Engine Optimization
If webmasters perform unethical search optimization of a clients website, it could have long
lasting negative business consequences for that client that can not be easily repaired.
Consequences that at first glance may seem insignificant, but can severely affect the online sales
and brand image for the long haul. People are getting more search savvy online. Consumers also
know that they can sound of online on blogs and forums, and in essence say, Im mad as hell,
and I am not going to take it anymore! Consumers and online searchers are becoming much
more aware of the business false advertising that is upon us. Beware, its just a matter of time
until we hear more stories and legal action taken.
Intellectual Property
When dealing with ethics in a B2B company and B2C clients there is a major degree of trust and
responsibility that is imparted to a person or group that maintains the corporate Web site. It is
very important from both an ethical values based ebusiness and legal B2B and B2C perspective
to make sure that the written words, pictures, videos, and what is being portrayed about a
company are factual. Issues can quickly arise involving ethics in marketing and truth in
advertising laws that can be devastating for a companys brand image or very expensive to deal
with from a legal standpoint. It can not be overstated, there absolutely needs to be a complete
understanding of a business for Internet marketing issues and advertising purposes, and be aware
of potential pitfall areas for revealing of intellectual property and trade secrets through
information and articles published online. All items published online are likely to become public
knowledge very quickly. For that reason alone, think carefully before hitting the publish button.
Email Correspondence
Email correspondence should be private and confidential, and should remain that way unless
permission is given to publish something online. While certain individuals might not see any
harm quoting something from an email received, and publishing it on the Web, it is always
advisable to get a persons consent prior to publishing anything online. While the person might
wish to give consent to the request, they however might not realize the full implications of what
happens to online privacy when the quote is attributed to the person that made the statement.
Unforeseen issues can certainly arise, or impact a persons brand image directly or indirectly
through other comments or the text being picked up in the search engine results and then copied
by others. Therefore, it would be wise to consider the request for a quote very carefully before
even asking for the persons approval. Additionally, consider using only the first name and last
name initial, or even their initials only. This way, their name is not directly linked to a comment
online.
Ethical Issues for e-Business and Challenges For Implementing e-Commerce
There are many legal and web site regulatory issues involved when it comes to e-Business
websites.
Electronic copyright, e-commerce, credit/cash policies, international trade, tariffs, privacy, digital
media offers, and security are just a few of the items to be considered. See: Business ethics
manual procedures & standards for ethics compliance in e-business from: Center for Virtual
Organization and Commerce @ LSU, Business-to-Business Ecommerce, Supply Chain
Management
Website Issues
Cloaking
Redirects to other pages with completely different information than what was shown in
the search results.
Search engine spam
Hidden keywords
Hidden text
Link buying schemes
Advertising, Local Search, and Keywords Scams
Unethical spyware and adware companies are promoting themselves as: get to the top of
Google, Yahoo, and Microsoft Bing Search guaranteed for your keywords. These
companies are using the term Search Engine Data Merging. Spyware and adware is
installed on some users computers then they sell keywords to professionals for thousands
of dollars a year. This is a huge money making scam.
The company has used various names: Search Elevators, Link Positions, Window
Billboards Network, Winspeed Network, Real Positions Network, Keywords Guru, and
even a search engine labeled RedZee Search. Read more: Advertising Scam Search
Engine Data Merging.
Other unethical schemes have duped a certain public segment (especially when economic
times are difficult), national business owners, local small business owners, and
professional services people get caught up in all types of sales pitches, to go around
sound sales, marketing, and advertising principles of getting their website found online,
and try promised shortcuts that simply dont produce. The outcome of this is that owners
are out of pocket a ton of money, and nothing to show for it.
Definition Of Ethical Issues In B2B, Ethics In B2B And B2CDefined

Honesty
Honesty the best policy When dealing with customers and clients, not following this policy
comes back to bite people time and time again.
Integrity
Do not be swayed by shortsightedness. If you see a potential for a quick buck, ask yourself if this
really is a proper way to go about doing something. Businesses have been guilty of
shortsightedness themselves. They have extracted a quick buck at the expensive of their integrity
and consumers wallets.
Trustworthy
Remember, when working with clients, he or she is placing web site trust in you. Hold onto that
trust dearly and dont do anything that would harm it. They are trusting you to help them out on
the Net. Remember this saying: Tell it like it is and do it with style! Customers will appreciate
it.
UNIT: 5
MEASURING ADVERTISMENT BY OBJECTIVE:
The aim of advertising is either increase in sales or building brand. In this article, I write mostly
about tracking the impact on sales, as this is the aim of most small companies.
Why measure advertising effectiveness?
Measuring advertising effectiveness is not easy. Sometimes, the results of measuring are just
better guesses. Still, it is much better this way than not to adress this problem at all. There
are dramatic differences in the effectiveness of various forms of advertising. If you pay for
advertising, then it is probably important for you see some results. But if you waste money on
inefficient advertising, you are missing better opportunities and the results may not come at all.
The basics of measuring effectiveness
Our main objective in measuring advertising effectiveness is to determine the effect of each
advertising campaign from the results of our measuring and compare it with its price. Then we
can decide which campaigns bring the best value for the money spent.
It is also important to realise the various factors influencing advertising. The medium, ad
copy (exact wording), the format, audience (is the ad well aimed to the people who use our
products?) all of this effects the final success of the campaign. Therefore, it is necessary
to judge the effectiveness in context.
Before we start, we need to decide which criteria are we going to monitor. These will differ
with respect to the medium used, our possibilities, the purpose of the ad etc.
Examples of possible criteria are:
customers tell how did they learn about us
increase in sales of the promoted goods
more calls to our toll-free line
calls to a campaign-specific phone number
specific codes applied by customers to receive offered discount (i.e. Tube)
redeemed coupons or vouchers that were given out at a campaing
increased visits on our website
other metrics from our website statistics (i.e. orders amount) see below
It is best to combine several criteria, because a customer can for example either contact you by
calling your line or by sending you an email. Also, accept the fact, that we are not going to be
able to measure everything. Especially if you run several campaigns in various media
simultaneously, it may be difficult to ascribe the measured effects to a specific campaign. This
can be helped by careful choice of criteria or by running campains seperately (though it is not
always desirable). Contrary to traditional media, online campaigns are usually very easily
traceable and can be measured well.
Small companies will probably not use the methods of big corporations (ad recognition or
recall) which are based on questioning samples of people once the campaign has ended. This
would be too costly for small advertisers. Instead, you can simply judge the impact by how many
people has the medium reached (viewers, readers, listeners) and comparing how much did it cost
to reach thousand people (this is called CPM).
Measuring effectiveness on the Internet
Monitoring the effect of your internet advertising can be easy and cheapwhen you use quality
tools. I have good experience with Google Analytics, which is a free website analysis tool. When
you implement it in your website and set up your campaings properly, you'll have all the
information you need to decide which advertisement you should drop and which brings you good
return on your investments.
Besides basic functions like monitoring number of visits and pageviews, it offers you a variety of
statistics regarding visitor segmentation, traffic sources etc. Google Analytics also allows to set
up goals on your website and track conversions goals accomplished by visitors.
Below are some ways for measuring your advertising and marketing
effectiveness:
1. Website Stats: If you dont have a website stat counter yet, you certainly need to have one.
Not knowing how many visitors you get each day or where they come from will not help you see
which online tactics are working, or if others have found you through offline promotion either.
At the very least you should be aware of what keywords are bringing traffic to your site, how
many are coming directly by typing in your domain name, and other referring pages. More
detailed info such as bounce rates, visitor paths, landing and exit pages will all give you
additional information to assess what marketing value your website is providing.
2. Asking People How They Found Out About You: If you get a cold call and dont know
where the person came from, theres no harm in asking how they found out about the property
they are calling on or why they called you. Was it the sign in the yard? The ad you placed in the
paper? Craigslist? Most people wont reckon its weird if you question them how they found out
about the property or your services.
3. Comparing Time With Promotion: Some promotions will bring immediate results, others
might take months before you see results. For example, if you are consistently sending out
postcards to a targeted neighborhood, you likely wont get calls the first month or two. But, after
6 months you might start seeing calls. Make sure before judging that a campaign has been a
failure that youve allotted enough time to assess its effectiveness and give it time to perform.
4. Stop Running Ads: If youve been regularly advertising in the newspaper every week for
years for example, try a few weeks of going without the advertising. If you dont see any
difference in calls or business, theres a excellent chance you wont miss it and can cut it out
unless your seller demands it for their listings. You can also do this with CPC campaigns if you
stop running it and notice you get less emails from your website contact form, you may choose
its best to keep that one going. Always test this way one ad at a time you dont want to reckon
its the newspaper advertising that was working when it was really the CPC advertising.
5. Use Different Phone Numbers: You can often track an ads performance by using different
contact phone numbers. If you get calls to a number thats only listed in one advertisement, then
you can be pretty certain that ad was successful.
6. Use Direct Response Postcards: Postcards that can offer a simple pre-paid drop in the mail
for more info type of response can help you gauge the effectiveness of a direct mail campaign.
This works well with an offer to do a free home consultation or to provide the customer with
more information about recent news, events, or special promotion.
While there is no exact science to understanding how your marketing efforts are paying off and
what response and return on investment they are bringing, doing just a few of these will help you
choose if what you are doing is working and should be continued, if you should try something
else, or if there are other ways to improve your marketing campaigns. Taking the time to analyze
the effectiveness of a campaign will not only help you spend less time preparing ads that dont
work but also save you money as well.
Control of advertising:
The advertisement control system covers a very wide range of advertisements and signs,
including:
posters and notices

placards and board
fascia signs and projecting signs
pole signs and canopy signs
advance signs and directional signs
estate agent's boards
captive balloon advertisements (not balloons in flight)
flag advertisements
traffic signs
town and village name signs
These regulations can be complicated so you should check with a member of the Planning Control Unit
before displaying any advertisement.
10 steps for managing advertising

The following guide will allow you to control your business advertising effectively and will
provide you with a clear framework that you can use during the process.
The result should be a specific advertising plan for a certain period (i.e. one year), including your
campaigns, based on your real business needs and in accordance with your long-term business
strategy. The steps up to step 8 are interconnected and you may want to repeat them until you
find the best solution.
1. Get to know the company
2. Assess the competitors
3. Choose the target audience
4. Decide what will be promoted
5. Set an advertising budget
6. Choose suitable media
7. Invent creative and efficient campaigns
8. Create and approve advertising plan
9. Execute the advertising plan
10. Monitor the expenditures, watch the efficiency
1. Get to know the company

The company management should have a clear vision about the goals of the advertising. You
also need to know the products well. Use the historical experience with advertising that is
available in the company.
2. Assess the competitors

To create good plan and campaigns, you need to know the competitors your competitive
strengths and weaknesses. Why somebody prefers just you? Is it price, unique offer, easy
accessibility or something else?
3. Choose the target audience
Who are your customers and who are you going to address with your advertising? This will
depend not only on the product, the appeal of customer segments but also on comparison with
competitors. The decision is connected also with the choice of media for your campaigns.
4. Decide what will be promoted
You will probably want to promote the most profitable or strategic products, possibly the brand
itself. The campaign should clearly communicate the main advantages from the customer's
point of view. The message will also probably determine the choice of media.
5. Set an advertising budget
The annual budget will depend on many factors. Some of them are:
the industry
the size of the company
company's turnover
the goals of advertising
competitors' advertising activity
6. Choose suitable media

Because you are limited by your budget, you need to choose the media, that will best convey
your message to the targeted audience. Generally, you can save money by addressing only
those people who are interested in or can buy your product.
7. Invent creative and efficient campaigns
People see and hear many advertising messages every day. If you want their kind attention, come
with something interesting and not overly aggressive.Do not lie and don't promise anything
that you cannot deliver.
8. Create and approve advertising plan
By now you should have enough information to create an advertising plan: you have a budget,
chosen media, ideas for campaigns. Divide clearly responsibilities for the plan execution. The
plan should get a definite approval by the management.
9. Execute the advertising plan
Once the plan is ready, hold the course. Part of the budget may be intended for unexpected
expenditures and opportunities. Of course, the plan may be changed in case of new
circumstances. Prepare the campaigns in advance and in sufficient quality.
10. Monitor the expenditures, watch the efficiency
To spend your money really efficiently, monitor the effectiveness of you advertising. Create
a baseline before the campaigns are launched so that you can compare later on. The acquired
information will be used to create refined plan for the next period.
International Advertising:
Definition
of
International
Advertising: International
advertising
entails
dissemination of a commercial message to target audiences in more than one country.

Target audiences differ from country to country in terms of how they perceive or
interpret symbols or stimuli, respond to humor or emotional appeals, as well as in
levels of literacy and languages spoken. How the advertising function is organized
also varies. In some cases, multinational firms centralize advertising decisions and
budgets and use the same or a limited number of agencies worldwide. In other cases,
budgets are decentralized and placed in the hands of local subsidiaries, resulting in
greater use of local advertising agency. International advertising can, therefore, be
viewed as a communication process that takes place in multiple cultures that differ in
terms of values, communication styles, and consumption patterns.
International advertising is also a business activity involving advertisers and the

advertising agencies that create ads and buy media in different countries. The sum
total of these activities constitutes a worldwide industry that is growing in
importance. International advertising is also a major force that both reflects social
values, and propagates certain values worldwide.
Strategic International Marketing Plans

Companies that export products or services to a foreign country develop marketing strategies
tailored to the local environment. This is described as international marketing. Global marketing,
comparatively, relates to a single marketing strategy for the entire global market. The latter, with
some local tailoring, is the hallmark strategy of many multinational corporations' marketing
global brands.
Market Research
o
Strategic international marketing plans begin with research aimed at the targeted export
market. This market research includes learning about the political, legal and economic
environment, as well as the unique culture, language and social structure. This information is
needed when shaping promotion campaigns.
Product Adaptation
o
Market research quite often reveals a need to make essential adjustments to a product or
service to adapt it to the new market. This may be due to such factors such as differences in
cultural norms or legal requirements. This may be among the more costly aspects of an
international strategic marketing plan.
Sales Executives
Sales personnel also serve as corporate ambassadors. They communicate a company's culture
and value. Recruiting the right sales executives are of key importance when personal selling
products and services in an export market. International salespeople frequently engage with
local business agents, wholesalers, distributors and retailers. Hire sales executives with a high
level of cultural awareness and linguistic expertise in the specific market.
There are many cultural difference to be aware of when negotiating business transactions in
foreign markets. For instance, in Bulgaria a nod means "no" and shaking ones head from side to
side means "yes". Who would know? Hopefully your sales executive negotiating in Bulgaria.
International Promotions
o
Promotion is the process of communicating to potential customers the qualities and values of
a product or service and persuading them to become buyers. This is accomplished through
various marketing tools such as local advertising and participating in international exhibitions
and trade shows. When developing international marketing plans, retain a local advertising
agency with experience in creating international campaigns for the local market and
knowledgeable about the cultural variables. As an example, in Hong Kong and some other Asian
countries, the use of triangular shapes is considered negative and would generally be a blunder if
used in promotional campaigns in these countries.
Legal Considerations
Risks are generally more heightened in international business transactions. A number of

unique legal issues are raised in international marketing and need to be addressed in an
international marketing plan. Many of these issues will depend on the specific country where
business operations are targeted. These matters may relate to intellectual property, licensing and
due diligence requirements when hiring certain intermediaries in international business
transactions. Hire legal counsel with expertise in international business law in the target market,
and ask for their input when developing an international marketing plan.
International Marketing Entry Strategy

Planning an international marketing strategy has the same elements of a domestic marketing
plan, but several key variables make the chances of success of the plan more difficult to predict.
Products that are immensely popular in America do not always meet with the same reception
overseas. Lack of knowledge of consumer behavior in the market a company seeks to enter
makes it more difficult to determine the best message to reach target customers.
Market Research
o
Determine your target customer groups in the international market you have chosen.
Verify the size of the market by conducting customer surveys to determine whether your
products or services fit an unmet need in the international marketplace. Find out whether there
has been any resistance to other American companies entering the market and why. Evaluate
which customer segments have the financial resources to purchase your products or services and
are most likely your target customers. Determine the pricing structure for your products that will
give you the best chance of generating sales while still maintaining profitability.
Competitive Profile
Evaluate the local companies you will be competing against and gauge their strengths
and weaknesses relative to your own. Particularly focus on their brand-name strength and
customer loyalty. Assess whether it is feasible to draw customers away from key competitors or
whether to concentrate on market segments the competitors are not currently serving.
Set Revenue and Unit Sales Goals
Do a conservative projection of unit sales and total revenues. Don't assume that sales
growth will occur at the same pace it would in the domestic market. You are in effect starting
over---trying to build a new brand in a new place. Make sure your company can commit the
financial resources necessary to see the international marketing development project through
until your products gain sales momentum.
Put Together an International Marketing Team

o
Determine how many staff members will be located in the international market. Add
individuals that not only speak the language of the other country but have experience developing
marketing programs there and have local contacts that can be used for business development.
Develop the organizational structure and reporting relationships between the international
division and the domestic marketing team to ensure open communication and accountability.
Develop Marketing Message

o
Make sure all elements of your communication with customers (product packaging,
advertising and promotion, local event participation, public relations activities) are designed with
sensitivity to the customs, traditions and even the religious beliefs of the country you will be
selling to. Hire local advertising professionals to advise you if necessary. American-style
advertising humor may be lost in translation on foreign audiences. Take the time to craft your
message correctly so you don't have to undo mistakes later on that have cost you sales and time,
and damaged your company's credibility in the new market.
Arrange Distribution Channels
Initiate contact with local distributors and sales reps. Assess their reputation for
reliability and the scope of their market presence as well as the financial terms of the distribution
arrangement. Consider a licensing arrangement with a local company to market your products
under their established brand name.
Concept of Integrated Marketing Communication

Integrated marketing communications assures that all types of marketing communications are
carefully linked together, according to the Multimedia Marketing website. An example of
marketing that is not integrated would be a company that uses one slogan on its website and
another on its trade show booth. Integrated marketing ensures that all components of a
company's marketing convey the same message and that all employees understand and use the
company's core message.
1.
o
Components
One component of integrated marketing communications is a company's brand,
which must be conveyed consistently. According to the Side Road website, a brand is a name,
sign or symbol used to identify a company and/or its products and services. A brand is also a
promise to the marketplace on what will be delivered.
Some of the promotional elements through which marketing communications must be integrated
include advertising, personal selling, public relations, sales promotion and direct marketing,
according to the Rohan Academic Computing website.
2.
o
Importance
Integrated marketing communications is important because media are fragmented,
making it more difficult to communicate a message clearly, according to the scientific journal
"Facta Universitatis." Consumers are bombarded by thousands of pieces of information every
day. Not having a consistent message makes communicating with the consumer even more
difficult.
Planning
An integrated marketing communications plan includes an assessment of the

market as it is and what state is desired for the market, according to Maurice Parisien with Opus
#1 LLC and as outlined at the website Doc Stoc. Components of the market assessment include
an analysis of the competition.
The objective of an integrated marketing communications plan should be defined in the plan as
well as well as the value proposition a company wants to communicate. An example of a value
proposition is, "Our company will be the lowest cost, highest quality producer of fasteners in the
industrial marketplace."
The plan should also include what media will be used for communications, how plan
effectiveness will be assessed and the tactical approach that will be used to launch the plan.
Tips
To assure effective integrated marketing communications, make sure your senior

marketing officer, outside firms such as your advertising agency, and other heads of marketingrelated departments, such as sales, participate in the development of an integrated message. Once
an integrated approach has been agreed upon, it should be communicated to all company
employees so everyone understands the message the company wishes to convey.
Types of Integrated Marketing Communication:

While integrated marketing communication might seem like a complicated business term, when
you break it down into its parts, you find that it's not difficult to comprehend. Basically, IMC is a
way of getting all the various components of your business to work together to develop and
promote a salable product or service.
Types
o
There are four basic types of integrated marketing communication: external, internal,
horizontal and vertical. By taking these different elements together to form a marketing strategy,
your business will be able to achieve whatever goals you've set for it in an efficient manner.
External:External marketing integration takes place when your company
deals with outside sources. These sources can be advertising/marketing
agencies or public relations firms. If you're developing a product or a
service, keeping the lines of communication open with the people you're
going to use to get your message out to the world is important.
Internal: Internal marketing integration means that you strive to keep
your employees excited about any new developments that the company
is involved in. Naturally, if you're going to introduce a new product, you
won't want the workers to reveal details prematurely, but by generating
excitement among your own people, that excitement gets transmitted to
others outside the company.
Horizontal: Horizontal integration is important when it comes to actual
development of the product or service. You're going to want your
distribution team talking to your production team and the production
team talking to your financing team. By making sure that the lines of
communication stay open, you'll find your business flowing more
smoothly than if certain groups are kept out of the loop.
Vertical: If you focus on vertical integration, you'll find that the product
or service that you're working on will fit in with the corporate policy and
structure of the company. By making sure that the product or service is
aligned with the company's mission, you should have a leg up on
developing a seamless production plan.
Data Integration: Finally, when you take all of the different types of
integrated marketing and have your product developed, you'll have the
information you need to present your product to customers. By engaging
in advertising, and through the judicious use of public relations, you'll be
able to apply sales tools to create a successful product campaign.
About Integrated Marketing

Communication:
Integrated marketing communication is, loosely, the concept of integrating all outbound and
inbound marketing-related communications to ensure a unified message and image. Integrated
marketing communications involves close cooperation among social media, email, and search
marketers within a company, along with PR and other marketing staff, as well as external
agencies. The goal is to ensure that all marketing communications consistently convey
compatible messages without contradicting other messages or the company's overall message.
1.
Foundation: The foundation for all integrated marketing communication

is the overall marketing strategy, which in turn is based on a keen
understanding of consumer needs, the competitive landscape, and the best
channels for reaching consumers. Understanding the role of each marketing
channel, such as email or direct mail, in reaching key customer segments is
essential for managing integrated marketing communication, especially
when several different departments are responsible for the different
channels.
Responsibilities: Integrated marketing communication needs a central

coordinator to ensure a consistent message. Normally, this coordination is
the responsibility of the senior marketing officer within an organization. In a
smaller number of cases, ensuring consistency is the work of the Director of
Marketing Communication or the second-most senior marketer.
Implementation: Implementing an integrated marketing communication

program requires consistent goals, clear communication within an
organization and constant reviews of all outgoing materials to ensure that all
departments are staying consistent with their messaging. Regular meetings
and documents offering guidelines for each specific type of message are
essential to ensuring that departments adhere to the intent of the company's
overall strategy.
Future: As available marketing channels increase, the future of integrated

marketing communications is strong. More channels create more
opportunities for inconsistency, and hence increase the need for an
integrated approach with a clear road map to keep all channels on the same
fundamental message.
Integrated Marketing Communication Process

Integrated marketing communication is a way of approaching the marketing process from the
customer's viewpoint. It involves the coordination of all five marketing communication methods
-- personal selling, advertising, public relations, direct marketing and sales promotions -- to
develop a unified message about the company, its products and services. Integrated marketing
communication is a four-step process, starting with market segmentation.
1.
Segmentation: Segmentation involves understanding the demographic

characteristics and buying preferences of the target market and then
subdividing it into groups or segments. Surveys, focus groups, industry
databases, Internet search engines and published customer reports are
among the information sources and tools that can help in market
segmentation.
Objectives: The objectives of integrated marketing communication include

generating awareness in a company's products and services, responding to
competitor initiatives, stimulating demand, retaining customers and
changing customer behavior. The brand equity of a product is the degree to
which consumers favorably perceive a brand relative to the competitors'
brands. Integrated marketing strives to enhance brand equity, which means
encouraging customers to adopt a brand and be a repeat customer.
Message: A marketing message must try to instill a clear idea of the brand in
the mind of the target demographic groups. The message must be consistent
across all media platforms. Although messages should be tailored for each
target segment's needs and characteristics, multiple messages must have
the same theme. For example, if "exceptional service" is a company's value
proposition or set of features that distinguish its product from the
competitors, that message must be the core theme in all marketing
messages.
Strategy: Developing an integrated marketing communication strategy

involves selecting and implementing the right communication mix of
marketing channels and methods. No single marketing channel -- newspaper,
billboards, radio, television or the Internet -- dominates the consumer
experience, which means the channel mix must be adjusted to respond to
the needs of the market segments and changes in the competitive
environment. The selection of communication methods depends on several
factors, including the size of the market, the product and the advertising
budget. Funding decisions may be based on past sales levels, competitor
expenditures and other factors. The budget also determines the selection of
channels.
Evaluation: Financial results, such as sales volume growth and unit profit,
directly evaluate the success of the integrated marketing communication
process. Brand recognition, number of repeat customers and brand loyalty
are other measures of success. Corrective action should be taken to remedy
deficiencies, such as increasing investments and adjusting communication

methods and channels.
Global Integrated Marketing Communication

Technology is continually changing, and marketing methods are changing in response. Globally
integrated marketing communication is being adopted by many companies to
streamline business processes and reach a greater audience.
1.
Function: Marketing communication that is globally integrated means

that companies no longer have to create marketing plans for each country.
Instead
of
acknowledging
the
differences
between
countries,
communications that are globally integrated look for similarities between
countries and create marketing plans around these similarities.
Benefits: The implementation of globally integrated marketing is practical for

an environment where the Internet results in global viewers, whether it is the
intention of the company or not. Creating one marketing campaign that can
be communicated globally is also cost-efficient, as it reduces marketing costs
for the company and can lead to extra funds for improved marketing
communication or new developments.
Significance: The shift toward globally integrated marketing communication

is representative of the globalization of large companies. New global
marketing strategies will facilitate the ability of companies to expand and to
test their reception in new markets.
Marketing Plan for Integrated Marketing Communications
With the wide range of communication tools available today, it is important to ensure that
marketing communication efforts are integrated and coordinated. Developing a marketing plan
for integrated marketing communications involves first identifying specific target markets. Then
marketers must thoroughly understand market needs, identify available communication options
and create plans to coordinate those options most effectively to minimize costs and optimize
results. Finally, monitoring and measuring results -- and making changes to plans as necessary -will help to ensure success.
1.
Identifying Specific Target Markets and Needs: The first step in

developing an integrated marketing communication plan is specifically
identifying target markets. Marketers are well served to focus on specific
market segments based on both demographic and psychographic
characteristics. Demographic characteristics are things like age, sex, income
or geography. Psychographic characteristics relate to consumer preferences
or lifestyles. The more marketers know about the traits and characteristics of
their target market segments, the better they will be able to identify specific
communication tools and messages that resonate with their audiences.
2.
Identifying Communication Options: Today's marketers benefit from a broad

range of communication tools from the traditional (newspaper, television,
radio) to new media options (websites, blogs, social media). The choice of
communication options will depend on the market being targeted and their
preferences and activities. For instance, a marketer hoping to target
businesspeople who are interested in technology might choose business or
trade publications or might connect with target audience members online
through social media channels like LinkedIn. For this audience, a mass
market tool like television advertising would probably not be the best choice.
Coordinating Communication Options: Rarely will a single communication

option be sufficient to achieve maximum results. This is where integration
comes in. Successful marketers will use a variety of tools, in combination, to
attempt to achieve maximum results. The coordination of those options will
include considerations of both type and timing. A consumer marketer, for
instance, may use a combination of television, radio, newspaper, print media

and online social media to connect with various market segments. They may
lead off their communication effort with mass media (television) and then
specifically focus on niche target segments through newspaper and radio
advertising and social media efforts.
Monitoring and Measuring Results

o
Once an integrated marketing campaign has been implemented, the marketer will
need to monitor and measure results and, in some cases, make adjustments to plans based on
what they find. Certain elements of the campaign may be discontinued due to poorer-thanexpected results. Other elements may be increased or extended due to positive results. In
addition, the results of the campaign will serve as an important input for future advertising
efforts.
----------------------------------------END OF ADVERTISING NOTES--------------------------------
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ESHWARI.

S---LORAA BUSINESS ACADEMYPage 1

Nature and scope of advertising:

ESHWARI.S---LORAA BUSINESS ACADEMYPage 2

On the other hand, advertising denotes a specific attempt to popularize a

The principles of advertising that includes:

Act as an aiding tool to foster creativity in advertising campaigns

principles of advertising shows the way to improve the performance of

ESHWARI.S---LORAA BUSINESS ACADEMYPage 3

Brand Switching concept

Different stages of product life cycle to promote their product or services

Select the Right Advertising Approach

ESHWARI.S---LORAA BUSINESS ACADEMYPage 4

The world's famous advertising research companies are

Advertising message cannot be focused to meet individual customer's needs and

Inability to provide deep insights about a product or service

ESHWARI.S---LORAA BUSINESS ACADEMYPage 5

For remaining see test book.

It is a mass non-personal communication.

It persuades buyers to purchase the goods advertised.

It is a mass paid communication.

The communication media is diverse such as print (newspapers and magazines)

It is also called printed salesmanship because information is spread by means of

When consumer awareness of products or service is at a minimum.

ESHWARI.S---LORAA BUSINESS ACADEMYPage 6

When sales are increasing for all terms in an industry.

When primary buying motive exists.

It performance the following functions :

Introduction of new product awareness.

Mass production facilitation

Carry out research

ESHWARI.S---LORAA BUSINESS ACADEMYPage 7

It is designed to create a proper attitude towards the sellers to build company

In patronage institutional advertising the manufacturer tells his prospects and

Public relations institutional advertising is used to create a favourable image of

Public service institutional advertising wages public support.

ESHWARI.S---LORAA BUSINESS ACADEMYPage 8

To do the entire selling job (as in mail order marketing).

To introduce a new product (by building brand awareness among potential

To force middlemen to handle the product (pull strategy).

To remind users to buy the product (retentive strategy).

To publicize some change in marketing strategy (e.g., a price change, a new

To provide rationalization (i.e. Socially acceptable excuses).

To combat or neutralize competitors advertising.

ESHWARI.S---LORAA BUSINESS ACADEMYPage 9

The functions of advertisement, and that purpose its ethics, may be

It increases demand for commodities and this results in increased production.

Creates and stimulates demand opens and expands the markets;

Creates goodwill which loads to an increase in sales volume;

Reduces marketing costs, particularly product selling costs.

Satisfied consumer demands by placing in the market what he needs.

It reduces distribution expenses in as much as it plays the part of thousands of

ESHWARI.S---LORAA BUSINESS ACADEMYPage 10

It raises the standard of living of the general public by impelling it to use to

WHY & WHEN TO ADVERTISE

To announce a new product or improve product.

To hold consumers patronage against intensified campaign use.

To inform consumers about a new product use.

To teach consumers how to use product.

To promote a contest or a premium offer.

To establish a new trade regional, and

To help solve a coca regional problem.

To create a corporate personality or image.