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(ueparLmenL of ManagemenL SLudles) 1

M8A III
Advert|s|ng and Consumer 8ehav|or (I1-312)
Notes
Mean|ng of Advert|s|ng: AdverLlslng ls an lnLegral parL of buslness. lL ls esLlmaLed LhaL an average
person ls exposed Lo more Lhan 600 adverLlsemenLs every day. 1he urge Lo adverLlse seems Lo be a parL of
human naLure, evldenced slnce anclenL Llmes. lrank !efklns says, 'wlLhouL adverLlslng modern lndusLrlal socleLy
would noL exlsL."
1he word adverLlses comes from Lhe LaLln ad verLere, 'Lo Lurn Lhe mlnd Lowards." AdverLlslng ls deslgned
favorable Lo dlspose a person Lowards buylng a producL or supporLlng a cause. ln lLs mosL baslc meanlng, Lo
adverLlse ls Lo glve noLlce, Lo lnform, Lo noLlfy, or Lo make known AdverLlslng ls Lhe means of lnLended Lo aLLracL
publlc aLLenLlon Lo sell someLhlng-goods, servlce, ldeas. lL ls a means of LransmlLLlng messages- a pald, non-
personal means. MosL adverLlslng ls lnLended Lo lead evenLually Lo a sale. Some, llke mall order adverLlslng, ls
deslgned Lo produce LhaL sale lmmedlaLely. 1hus, some people call adverLlslng salesmanshlp ln prlnL."
Def|n|t|on: larrls and 8elbsLeln, lt ls ooy polJ fotm of ooo-petsoool commoolcotloo oboot oo otqoolzotloo,
ptoJoct, setvlce, ot lJeo by oo lJeotlfleJ spoosot.
l.M.nlcosla, 1be oJvettlsloq ls tbe set of oll octlvltles of loJlvlJools ooJ otqoolzotloos os tbey telote to tbe
seoJloq ooJ tbe seekloq/tecelvloq of ecooomlc lofotmotloo vlo moss meJlo.
CLLo kleppner, AJvettlsloq ls o metboJ of Jellvetloq o messoqe ftom o spoosot, tbtooqb oo lmpetsoool meJlom,
to moy people.
L|ements ]Ieatures of Advert|s|ng:
1) Mass commun|cat|on: AdverLlslng ls a form of mass communlcaLlon. lL ls addressed Lo general
publlc. lL ls any form of publlc announcemenL whlch ls lnLended Lo aLLracL publlc noLlce. lL ls lllusLraLed
by Lhe Shakespearean aphorlsm, We are adverLlsed by our lovlng frlends."
2) Commerc|a| usage: lL has commerclal usage. ln Lhls sense adverLlslng means a pald publlc
announcemenL and ls commonly a form of selllng. lL ls meanL Lo lncrease sale. lL helps Lo lncrease proflLs.
lL lnduces people Lo buy.
3) Non-persona| presentat|on: AdverLlslng ls a message whlch ls noL glven Lo a person face-Lo-face. lL does
noL recelve Lhe faclal expresslons of consumers, because Lhe message ls conveyed Lhrough many
dlfferenL klnds of mass medla. lL ls noL personal lnLeracLlon llke selllng. lL ls noL one-on-one approach.
4) a|d form: AdverLlslng ls a pald form of communlcaLlon, alLhough some forms of adverLlslng, such as
publlc servlce announcemenLs, use donaLed space and Llme. Powever, somebody has Lo pay for lL.
3) Ident|f|ed Sponsor: noL only ls Lhe message pald for, buL Lhe sponsor ls ldenLlfled. 1he ldenLlLy of Lhe
adverLlser, sponsor or manufacLurer ls dlsclosed ln ad. Pe adverLlslng copy possesses Lhe Lrade mark and
brand name.
(ueparLmenL of ManagemenL SLudles) 2

6) 8uy|ng persuas|on: MosL adverLlslng Lrles Lo persuade or lnfluence Lhe consumer Lo do someLhlng,
alLhough ls some cases Lhe polnL of Lhe message ls slmply Lo make consumers aware of Lhe producL or
company. lL lnduces people Lo buy. Sheldon says, AdverLlslng ls a buslness force whlch helps sale, bullds
repuLaLlon and fosLers goodwlll."
7) Large Aud|ence: AdverLlslng reaches a large audlence of poLenLlal consumers. lL covers a
group of huge cusLomers.
8) Mass Med|a: Mass medla play dual role ln adverLlslng, Lhey provlde Lechnologlcal means of sendlng
messages and Lake an acLlve parL ln deLermlnlng whaL messages are senL, by whom, Lo whom, and when.
Mass medla have made adverLlslng more economlcal for boLh senders and users. L.g. prlnL, broadcasL,
ouLdoor medla, dlrecL mall, graphlc slgns.
9) Appea|: Appeal ls Lhe essence of adverLlslng LhaL aLLracLs aLLenLlon or presenLs lnformaLlon
Lo consumers.
10) Impersona| nature: AdverLlslng ls lmpersonal ln naLure. lL cannoL be as compelllng as a company
salesman.
S|gn|f|cance of advert|s|ng
WaLson uunn has rlghLly sald, Wherever we are, adverLlslng ls wlLh us." 1oday adverLlslng has reached every
fleld of work and llfe. lL has become as lnsLlLuLlon of growLh and prosperlLy. lL creaLes demand and keeps Lhe
wheel of producLlon movlng consLanLly.
(a) Importance of advert|s|ng to producers
roducers make avallable Lhe goods Lo markeL Lo earn proflL and Lo saLlsfy consumer's needs. 1hey Lake
help of adverLlslng Lo promoLe and popularlze Lhelr producers. ManufacLurers spend a loL of money on
adverLlslng because lL pays Lhe followlng beneflLs Lo Lhem:
Increase demand: adverLlslng awakens lnLeresLs, sLlmulaLes emoLlons and creaLes deslre Lo buy Lhe
producL. lL converLs deslres lnLo effecLlve demand. AdverLlslng helps Lo creaLe a sLeady demand whlch
pays Lo manufacLurers."
Large sca|e product|on: AdverLlslng lncreases and sLablllzes Lhe sales Lurnover. lL helps Lo
repeal sales. lL creaLes cusLomers and loyal cllenLele. 1he lncreased demand necesslLaLes produclng on
large scale.
Cuts costs: AdverLlslng helps ln cuLLlng down Lhe producLlon and selllng cosLs. lncreaslng unlL sales
decreases unlL cosLs. lL also cuLs producLlon cosLs by sLablllzlng demand, fewer wasLed calls, less sLraln
on sales people, and quanLlLles of goods purchases.
Lxp|ores new markets: AdverLlslng malnLalns Lhe exlsLlng markeLs. 8uL lL also expands and
explores new markeLs by beLLer lnformlng and servlng Lhe cusLomers. A regular, effecLlvely and
consLanLly changlng message of adverLlslng keeps Lhe cusLomers ln Louch of Lhe company.
Lower pr|ces: AdverLlslng reduces producL prlces by keeplng down varlous cosLs Lo Lhe advanLage of
consumers. lL conLrols prlce llne. 1hls ofLen lmproves Lhe compeLlLlve power of Lhe flrm and leads Lo
deeper markeL peneLraLlon.
More prof|ts: AdverLlslng lncreases proflLs by lncreaslng sales. 1hrough adverLlslng, many beneflLs llke
qulck Lurnover, repeaL sales, reduced cosLs, mulLlplled sales Lurnover, less sLock of producLs eLc.
(ueparLmenL of ManagemenL SLudles) 3

8u||ds brand |mage: ManufacLurers use adverLlslng Lo bulld a brand lmage. Much modern adverLlslng ls
called lmage-produclng. lL also perpeLuaLes corporaLe lmage.
Lconomy |n d|str|but|on: Accordlng Lo Larsen, adverLlslng ln dlsLrlbuLlon has Lhe same place as Lhe
warehouslng has ln producLlon." uue Lo adverLlslng lL becomes easy Lo geL dealers, agenLs, and salesmen
Lo dlsLrlbuLe goods ln Lhe markeL.
(b) Importance of advert|s|ng to consumers:
1o saLlsfy Lhe needs of consumers ls Lhe ulLlmaLe ob[ecL of all markeLlng and promoLlonal efforLs.
AdverLlslng creaLes varlous uLlllLles for Lhe consumers. lL lncreases Lhe cusLomer saLlsfacLlon. As an
essenLlal Lool of promoLlon, adverLlslng helps consumers Lo geL Lhe followlng beneflLs:
ne|ps |n rat|ona| buy|ng: AdverLlslng dlssemlnaLes useful lnformaLlon abouL Lhe relaLlve merlLs and
unlque feaLures of Lhe producLs ln Lerms of quallLy, uLlllLy, prlce, durablllLy and convenlence. 1hus, lL
guldes and helps consumers Lo Lake Lhe rlghL purchase declslon.
Lnsures qua||ty products at reasonab|e pr|ces: AdverLlslng sLlmulaLes Lhe sale of quallLy producLs. lL
creaLes a rlghL lmage of good producLs. Clles says LhaL adverLlslng reduces Lhe rlsks of buylng Lhe low
quallLy producLs. lL also abuses Lhe low quallLy producLs.
More products: AdverLlslng ls a feaLure of free compeLlLlve enLerprlse and can be a
conLrlbuLory facLor Lowards greaLer avallablllLy of goods. lL makes more producLs avallable ln Lhe markeL
because lL becomes Lo sell ln Lhe markeL.
Informat|on: consumers need lnformaLlon abouL varlous goods and servlces. uue Lo lgnorance, a
consumer may purchase lnferlor producLs, pay hlgher prlces or even may noL have knowledge of
avallablllLy of producLs.
8etter standard of ||v|ng: AdverLlslng nourlshes Lhe consumlng power of men. lL creaLes wanLs for a
beLLer sLandard of llvlng. lL seLs up before a man Lhe goal of a beLLer home, beLLer cloLhlng beLLer food
for hlmself and hls famlly. lL spurs hls amblLlons and asplraLlons for beLLer llfe. lL promoLes greaLer
producLlon. lL brlngs Lo use Lhose Lhlngs whlch oLherwlse would never have meL."
Lducates consumers: AdverLlslng ls also a means of educaLlng Lhe consumers abouL Lhe proper use of
producL. lL provldes operaLlng lnsLrucLlons and warnlngs wlLh regard Lo producL. lL Leaches many good
hablLs.
(c) Importance of advert|s|ng M|dd|emen:
Mlddlemen are Lhe essenLlal llnks ln Lhe chaln of dlsLrlbuLlon. 1hey acL beLween Lhe producers and Lhe
consumers. 1helr exlsLence ls [usLlfled by Lhelr servlces Lhey render Lo varlous groups. AdverLlslng
besLows some beneflLs on Lhe mlddlemen.
Guarantees qu|ck sa|es: AdverLlslng qulckens Lhe pace of sales by brlnglng producLs Lo Lhe
knowledge of Lhe consumers. lasL sales resulL ln reduced caplLal lock-up, lesser rlsks and losses ln
holdlng sLock over longer perlod, and lncreased proflLs.
r|ce ma|ntenance: cusLomers always remaln lnLeresLed ln geLLlng quallLy producLs aL sLable prlces
over longer Llme. lf Lhe prlces consLanLly change, Lhe budgeLs of consumers are dlsLurbed. AdverLlslng
malnLalns reLalllng prlces aL a sLable llne.
(d) Importance to sa|esman:
(ueparLmenL of ManagemenL SLudles) 4

1he sales force of a flrm Lrles Lo sell goods dlrecLly and personally. lL can be noLed LhaL sales people focus
Lhelr efforLs on prospecLlve cusLomers, Lhus mlnlmlzlng wasLed efforLs. Sales people's goal ls Lo acLually
make a sale.
Dr|ves the consumers: whlle markeLlng drlves producLs Lowards Lhe consumer, adverLlslng helps
Lo drlve Lhe consumer Lowards Lhe salesmen aL Lhe polnL of sale. unless Lhls happens, Lhere can be noL
hope of maklng a proflL from Lhe producL or achlevlng success for Lhe buslness.
Creates co|orfu| env|ronment: AdverLlslng creaLes an lnduclng and colorful envlronmenL ln
whlch an acLlve and LacLful salesman can easlly moLlvaLes Lhe cusLomer Lo Lake buylng acLlon.
L|ghtens the se|||ng [ob: selllng [ob ls hlghly complex and dlfflculLy, lf performed alone. ln Lhe
absence of adverLlslng, salesman ls forced Lo play a double role. AdverLlslng provokes buylng lnLeresL,
holds lnLeresL, arouses deslre, meeLs ob[ecLlon, wlns Lhe confldence and promoLes convlcLlon.
(e) Importance of advert|s|ng to soc|ety and economy:
AdverLlslng ls noL only a buslness acLlvlLy buL also a soclal lnsLlLuLlon as lL affecLs our values, culLure,
socleLal norms and sLandards. Lveryone ln Lhe socleLy geLs vlLallLy from adverLlslng.
Soc|o-econom|c |nst|tut|on: AdverLlslng ls only on of socleLy's many lnsLlLuLlons: lL ls llLerally lmbedded
ln much more baslc and powerful lnsLlLuLlons such as Lhe famlly, Lhe school, Lhe church and Lhe pollLlcal
and legal sysLem.
Instrument of soc|a| |nf|uence and contro|: adverLlslng now can be compared wlLh such long-sLandlng
lnsLlLuLlons as Lhe school and church ln Lhe magnlLude of lLs soclal lnfluence.
W|de power of persuas|on: adverLlslng ls a powerful Lechnlque of persuaslon ln a socleLy. 1hrough Lhls
mass communlcaLlon people seek Lo subverL governmenLs, wln Lhe alleglance of new counLrles.
Iourney from surv|va| to aff|uence: personal and mass communlcaLlon has been key facLors ln shaplng
Lhe long [ourney from survlval Lo abundance and evenLually Lo affluence and beyond.
Upho|ds the cu|ture of nat|on: culLural values reflecL a naLlon and lLs people. CulLure of a naLlon ls
affecLed by soclal dynamlcs. values keep changlng. AdverLlslng accepLs and malnLalns Lhe value sLrucLure
of socleLy. AdverLlslng lnfluences Lhe aLLlLudes, hablLs, llklngs, fashlons and acLlons of consumers.
Up||fts the standard of ||v|ng: lL has been wldely accepLed LhaL adverLlslng ralses Lhe llvlng
sLandard of mllllons. lL creaLes wanLs. lL lncreases producLlon and consumpLlon. lL also lncreases naLlonal
lncome and expendlLures. lL promoLes dlsLrlbuLlon of quallLy goods. All Lhese facLors work Lo upllfL Lhe
llvlng sLandards of people.
Lth|cs |n advert|s|ng:
Ethics means a set of moral principles which govern a persons behavior or how the activity is conducted. And
advertising means a mode of communication between a seller and a buyer.
Thus ethics in advertising means a set of well defined principles which govern the ways of communication
taking place between the seller and the buyer. Ethics is the most important feature of the advertising industry.
Though there are many benefits of advertising but then there are some points which dont match the ethical norms
of advertising.
(ueparLmenL of ManagemenL SLudles) 3

An ethical ad is the one which doesnt lie, doesnt make fake or false claims and is in the limit of decency.
Nowadays, ads are more exaggerated and a lot of puffing is used. It seems like the advertisers lack knowledge of
ethical norms and principles. They just dont understand and are unable to decide what is correct and what is
wrong.
The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the
demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is
the best, having unique qualities than the competitors, more cost effective, and more beneficial. But most of these
ads are found to be false, misleading customers and unethical. The best example of these types of ads is the one
which shows evening snacks for the kids, they use coloring and gluing to make the product look glossy and
attractive to the consumers who are watching the ads on television and convince them to buy the product without
giving a second thought.
Ethics in Advertising is directly related to the purpose of advertising and the nature of advertising.
Sometimes exaggerating the ad becomes necessary to prove the benefit of the product. For e.g. a sanitary napkin
ad which shows that when the napkin was dropped in a river by some girls, the napkin soaked whole water of the
river. Thus, the purpose of advertising was only to inform women about the product quality. Obviously, every
woman knows that this cannot practically happen but the ad was accepted. This doesnt show that the ad was
unethical.
Ethics also depends on what we believe. If the advertisers make the ads on the belief that the customers will
understand, persuade them to think, and then act on their ads, then this will lead to positive results and the ad may
not be called unethical. But at the same time, if advertisers believe that they can fool their customers by showing
any impractical things like just clicking fingers will make your home or office fully furnished or just buying a
lottery ticket will make you a millionaire, then this is not going to work out for them and will be called as
unethical.
Recently, the Vetican issued an article which says ads should follow three moral principles Truthfulness, Social
Responsibility and Upholding Human Dignity.
Generally, big companies never lie as they have to prove their points to various ad regulating bodies. Truth is
always said but not completely. Sometimes its better not to reveal the whole truth in the ad but at times truth has
to be shown for betterment.
Pharmaceutical Advertising - they help creating awareness, but one catchy point here is that the advertisers show
what the medicine can cure but never talk about the side effects of that same thing or the risks involved in intake
of it.
Children - children are the major sellers of the ads and the product. They have the power to convince the buyers.
But when advertisers are using children in their ad, they should remember not to show them alone doing there
work on their own like brushing teeth, playing with toys, or infants holding their own milk bottles as everyone
knows that no one will leave their kids unattended while doing all these activities. So showing parents also
involved in all activities or things being advertised will be more logical.
(ueparLmenL of ManagemenL SLudles) 6

Alcohol - till today, there hasnt come any liquor ad which shows anyone drinking the original liquor. They use
mineral water and sodas in their advertisements with their brand name. These types of ads are called surrogate
ads. These type of ads are totally unethical when liquor ads are totally banned. Even if there are no advertisements
for alcohol, people will continue drinking.
Cigarettes and Tobacco - these products should be never advertised as consumption of these things is directly and
badly responsible for cancer and other severe health issues. These as are already banned in countries like India,
Norway, Thailand, Finland and Singapore.
Ads for social causes - these types of ads are ethical and are accepted by the people. But ads like condoms and
contraceptive pills should be limited, as these are sometimes unethical, and are more likely to loose morality and
decency at places where there is no educational knowledge about all these products.
Looking at all these above mentioned points, advertisers should start taking responsibility of self regulating their
ads by:
design self regulatory codes in their companies including ethical norms, truth, decency, and legal points
keep tracking the activities and remove ads which dont fulfill the codes.
Inform the consumers about the self regulatory codes of the company
Pay attention on the complaints coming from consumers about the product ads.
Maintain transparency throughout the company and system.
When all the above points are implemented, they will result in:
making the company answerable for all its activities
will reduce the chances of getting pointed out by the critics or any regulatory body.
will help gain confidence of the customers, make them trust the company and their products.

Soc|a| aspect of advert|s|ng:
1he source of conLroversy over adverLlslng sLems from Lhe way lL ls used by adverLlsers. ln accompllshlng Lhe
sales or communlcaLlons ob[ecLlves of markeLers, adverLlslng lnfluences soclal values, llfesLyles, and socleLy's
LasLes. lL ls crlLlclzed for belng unLruLhful or decepLlve, offenslve or ln bad LasLe, and explolLs vulnerable groups.
Soc|a| and cu|tura| |ssues: adverLlslng ls ofLen crlLlclzed for lLs lmpacL on socleLy, values, and llfesLyles. lL ls
generally agreed LhaL adverLlslng exerLs a powerful soclal lnfluence and ls crlLlclzed for encouraglng maLerlallsm
ln socleLy. AdverLlslng ls blamed for manlpulaLlng consumers Lo buy Lhlngs for whlch Lhey have no real need,
deplcLlng sLereoLypes and conLrolllng Lhe medla.
Mater|a||sm ls Lhe Lendency Lo accord undue lmporLance Lo maLerlal lnLeresLs, and Lhls Lendency perhaps
lessens Lhe lmporLance of freedom, love, and lnLellecLual pursulLs of socleLy, whlch are non maLerlal. eople ln
(ueparLmenL of ManagemenL SLudles) 7

many counLrles and culLures belleve LhaL maLerlallsm Lends Lo be negaLlvely relaLed Lo happlness and hence ls
consldered undeslrable.
CrlLlcs of adverLlslng say LhaL lL should be used only Lo prove useful purchase relaLed lnformaLlon Lo consumers,
such as prlce, producL feaLures, and performance eLc. lL should noL aLLempL Lo persuade consumers by playlng
on Lhelr emoLlons, anxleLles, and psychologlcal needs such as self esLeem, sLaLus and belng aLLracLlve eLc,
fosLerlng dlsconLenL and explolLlng Lhem Lo purchase producLs and servlces Lhey do noL need.
ln mosL socleLles, maLerlal possesslons are consldered as evldence of success and many argue LhaL emphasls on
maLerlal possesslons does noL mean dlslnLeresL ln lnLellecLual, splrlLual, or culLural values. Consumers whose
baslc needs have been fulfllled can be lnLeresLed ln fulfllllng hlgher order needs. lor lnsLance a consumer may
buy an expenslve muslc sysLem Lo really en[oy muslc raLher Lhan slmply acqulre a maLerlal possesslon Lo lmpress
someone.
1he followlng polnLs sum up Lhe rebuLLal by Lhe defenders of adverLlslng:
1) A slgnlflcanL amounL of adverLlslng ls essenLlally lnformaLlonal adverLlslng. lL ls very dlfflculL Lo
separaLe lnformaLlonal adverLlslng from persuaslve adverLlslng. lL ls lnLeresLlng Lo noLe LhaL
adverLlslng characLerlzed as hlghly lnformaLlonal, ls ofLen exLremely persuaslve as well.
2) ln mosL developed and developlng economles lL ls naLural for a large number of people Lo have hlgher
order needs. Consumers are free Lo choose Lhe degree Lo whlch Lhey aLLempL Lo saLlsfy Lhelr needs.
3) Consumers have Lhe freedom of cholce when faced wlLh persuaslve adverLlslng. lL ls really very
dlfflculL Lo force consumers Lo buy anyLhlng for whlch Lhey do noL see any personal beneflL.
4) lL adverLlslng was really a powerful as clalmed by crlLlcs, many producLs wlLh subsLanLlal adverLlslng
expendlLures would noL have falled ln Lhe markeL place. lL ls a hard reallLy LhaL consumers do have a
cholce and adverLlslng cannoL persuade Lhem Lo buy producLs or servlces LhaL fall Lo address Lhelr
needs.
Stereotyp|ng |n advert|s|ng: SLereoLyplng lgnores dlfference among lndlvlduals and presenLs a group ln an
unvarylng paLLern. CrlLlcs ofLen polnL ouL LhaL adverLlslng perpeLuaLes sLereoLyplng of women. 1he charge ls
LhaL adverLlslng has falled Lo porLray Lhe changlng role of women ln socleLy. vlsuals and copy of ads presenL
sLereoLyplcal lmages of lndlan women ln seLLlngs such as famlly lllness, chlldren, cooklng, nelghbors, approval
my moLher ln law, and worrles abouL daughLer's marrlage eLc. or Lhey are shown as dependenL on men,
subservlenL, less lnLelllgenL and hardly lf ever ln auLhorlLaLlve roles. 1hey are also shown as decoraLlve ob[ecLs
or sexually provocaLlve flgures. Compared Lo Lhelr male counLerparLs ln ads, Lhey are shown more scanLlly
dressed.
Mean|ng of advert|s|ng med|a: 1he world 'medla' ls Lhe plural form of Lhe world 'medlum' whlch ls
a means Lhrough whlch a Lhlng ls done. An adverLlslng medlum ls Lhe vehlcle used Lo carry Lhe adverLlslng
message from Lhe producer Lo Lhe consumer. 1he baslc funcLlon of medla ls Lo place Lhe adverLlslng sales
message before Lhe prospecLlve buyers.
(ueparLmenL of ManagemenL SLudles) 8

Slnce Lhe adverLlslng ls a means of mass communlcaLlon, lL requlres mass medla. no slngle medlum wlll
sufflce ln reachlng all poLenLlal cusLomers. Pence, lL ls necessary Lo use a comblnaLlon of several medla ln an
adverLlslng campalgn.
C|ass|f|cat|on of advert|s|ng Med|a
(a) ress medla adverLlslng
(b) CuLdoor or mural adverLlslng
(c) 8roadcasL medla or enLerLalnlng adverLlslng
(d) ulrecL mall adverLlslng
(e) romoLlonal adverLlslng
(f) Mlscellaneous medla
ress med|a advert|s|ng: press medla adverLlslng can be regarded as Lhe mosL powerful force ln Lhe fleld of
adverLlslng. rlnLed words and commands have aLLracLlon. A well drafLed and well produced press copy has a
greaL appeal. ress medla has malnly flve Lypes:
1) Newspaper: newspaper has a powerful selllng force. lL ls Lhe backbone of Lhe adverLlslng campalgn. A
newspaper conLalns news, oplnlons, servlce lnformaLlon, enLerLalnmenL messages and publlclLy
maLerlals. AdverLlslng ls one of Lhe besL read feaLures of a newspaper. As a medlum of adverLlslng Lhe
dally newspapers conLaln Lwo Lypes of adverLlsemenLs:
Classlfled adverLlsemenL: for classlfled adverLlsemenL, cerLaln pages of Lhe newspaper are reserved.
1hey conLaln Lhe headlngs llke maLrlmonlal, employmenL, Lender, sale and purchase, vacancles eLc. Lhe
message adverLlsed under Lhese headlngs ls known as classlfled adverLlsemenLs.
ulsplay adverLlsemenL: for Lhese adverLlsemenLs no speclflc column ls speclfled. 1hey are
placed aL any parL of Lhe newspaper accordlng Lo Lhe dlscreLlon of Lhe adverLlser.
Mer|ts of newspaper:
a) W|de c|rcu|at|on: newspaper exlsLs everywhere ln counLry. 1hls adverLlsemenL reaches a very large
number of persons.
b) Low cost: Lhe newspaper reaches Lhe publlc aL lower cosL Lo Lhe adverLlser per reader. lL ls due Lo
wlde clrculaLlon.
c) Immed|ate appearance: Lhe adverLlsemenL copy can be prepared lmmedlaLely. lL Lakes noL much
Llme. lL ls prlnLed and clrculaLed dally.
d) 1|me|y |mpact: message can be drafLed, changed and lnserLed ln newspapers wlLh flexlblllLy.
CurrenL evenLs can be easlly capLlonallsed.
2) Magaz|ne advert|s|ng: Magazlnes or perlodlcals lssued aL varylng lnLervals also consLlLuLe a
powerful medlum of adverLlslng. Magazlnes are publlshed monLhly or quarLerly or bl-annually or
annually. 1hey conLaln arLlcles and news of currenL lnLeresL. Magazlnes en[oy a longer llfe Lhan
newspapers. 1hey are read aL lelsure hours. ulfferenL Lypes of magazlnes are publlshed for dlfferenL
Lypes of cusLomers. 1hey have aLLracLlve adverLlsemenLs wlLh color and glaze. Magazlnes may be of
general naLure, home and fashlon magazlnes, speclallzed magazlnes, women magazlnes eLc.
Mer|ts:
(ueparLmenL of ManagemenL SLudles) 9

a) Longer ||fe: magazlnes have a longer llfe as compared Lo newspapers. eople read magazlnes
much slower Lhan Lhe newspapers. lL glves ample Llme Lo Lhlnk over adverLlsemenL.
b) V|sua| d|sp|ay: due Lo hlgh quallLy of paper, excellenL prlnLlng, deLalled flgures, drawlngs, graphlcs
and good color comblnaLlon magazlnes have lasLlng lmpacL.
c) Se|ect|ve |n approach: people wlLh speclflc lnLeresLs can be usually flnd magazlnes Lo serve Lhelr
lnLeresLs. 1hus, adverLlser can reach a parLlcular group of cusLomers he needs.
d) Loya|ty and prest|ge: magazlnes generally have a sensaLlon of presLlge experLlse and credlblllLy.
1hus adverLlsemenLs aLLracL more cusLomers.
3) 1rade Iourna|s: 1here are cerLaln [ournals whlch make an appeal Lo a parLlcular class of persons
such as docLors, denLlsLs, farmers, archlLecLs, lndusLrlallsLs eLc. Lhese carry adverLlsemenLs sulLable for
parLlcular Lrade and professlon.
4) Iore|gn papers: AdverLlsemenLs can also be publlshed ln forelgn papers and magazlnes. 1hese
papers have good repuLaLlon and are clrculaLed among rlch cusLomers. 1hus, Lhese have assured
readershlp for adverLlsemenLs.
CU1DCCk Ck MUkAL ADVLk1ISING: lL ls Lhe oldesL form of adverLlslng. lL ls seen when people are ouL of
doors. lL caLches Lhe eyes of passerby. lL ls malnly meanL for movlng audlence wlLhouL any cosL on Lhelr parL.
1he maln purpose of ouLdoor adverLlsemenL ls Lo draw Lhe aLLenLlon of Lhe publlc Lowards Lhe producL or
servlce and Lo supplemenL oLher medla. 1he lmporLance of ouLdoor adverLlslng has been lncreaslng durlng
recenL years.
1) osters: Lhe posLer adverLlsemenL ls exhlblLed on a hoardlng or on walls, roofs, fences or even hlgh
up ln Lhe sky. lL produces good effecL and cosLs less Lhan any oLher medla. ueslgn, plcLures and leLLerlng
are lmporLanL ln posLer adverLlsemenL. 1he posLer should be slmple aLLracLlve and capable of Lelllng lLs
sLory aL a glance.
2) a|nted d|sp|ays or meta| s|gns: posLers generally fade ln colors and spolled due Lo raln and dusL.
Pence, meLal and palnLed slgns are used Lo adverLlse. 1hese can be dlsplayed for a very long Llme. 1hey
can be kepL pollshed and shlnnlng. 1hey prove Lo be economlcal ln Lhe long run. 1hey can be easlly
vlslble from a dlsLance. 1hey can bear Lhe cllmaLlc effecL.
3) Wa|| pa|nt|ngs: Lhe wall palnLlngs are found ln clLles, Lowns and even vlllages and are more
durable Lhan posLers. 1he surface of palnLed walls may be brlcks and wood. 1he wall or surface can be
hlred. As Lhe need arlses, Lhe message can be changed or malnLalned whlle repalnLlng.
4) L|ectr|c ||ght s|gns: slgn-boards lllumlnaLed by elecLrlclLy can be seen ln large number of clLles. 1hey
are presenLed wlLh aLLracLlve leLLers and coloured bulbs. Colours are changed aL shorL lnLervals. AnoLher
devlce used ls Lo Lurn on Lhe llghLs on one leLLer aL a Llme. SomeLlmes Lhe message of adverLlslng ls
lllumlnaLed wlLh a roLaLlon by changlng Lhe llghLs. 1he effecL of moLlon ls also creaLed wlLh a plcLure.
S) Neon S|gns: AdverLlsemenLs ls also presenLed wlLh brllllanLly Lubes ln varlous shades. 1he Lubes can be
of Lhe sLlll or Lhe flashlng Lype. 1hese slgns look more aLLracLlve buL Lhe cosL of Lhls devlce ls hlgh.
6) 1rave|||ng D|sp|ays: lL ls also known as LranslL adverLlslng or car cards. 1hese are palnLed on meLalllc
sheeLs. Car cards are usually afflxed lnslde buses Laxls, Lrams, Lralns eLc. passengers can see and read
Lhese adverLlsemenLs repeaLedly.
(ueparLmenL of ManagemenL SLudles) 10

7) Van advert|s|ng: dlsplays can also be made on Lhe fronL, sldes and backs of vehlcles and vans. 1hese
adverLlsemenLs reach a large audlence of rlders and non-rlders. 1hese are made of durable maLerlals. lL
ls a mass medla and has goL a repeLlLlve value.
8) 8anners: Lhey are Lled on Lhe Lop bulldlngs, road crosslngs, and sLadlums and play flelds for Lhe
publlclLy of goods.
9) Sky wr|t|ng: Lhls ls a modern form of adverLlslng. lL may Lake several forms. Messages can be wrlLLen
on balloons whlch are floaLed ln Lhe alr. 8anners are released from alrplanes. SomeLlmes, plloL make
lmage of Lhe producL or wrlLe Lhe message ln Lhe form of smoke on Lhe sky.
10) Sandw|ch men: Lhls ls Lhe oldesL form of ouLdoor adverLlslng. Sandwlch men dress up funnlly and
carry boards. 1hey shouL slogans ln favour of Lhe company's producLs. ln Lhls medlum, a man ls made Lo
bear on hls fronL and back Lwo posLers. Sandwlch men parade ln Lhe requlred locallLles, drawlng Lhe
aLLenLlon of Lhe people Lo Lhe message on Lhe posLers.
Mer|ts: 1) lL makes a wlde appeal Lo all classes of socleLy.
2) lL has colorful effecL and dramaLlc appeal of a slogan.
3) lL can be used ln a cerLaln locallLy.
4) lL appeals even Lo Lhe llllLeraLe person.
3) lL remlnds Lhe prospecL abouL Lhe producL.
Demer|ts: 1) lL remalns brlef.
2) lL ls cosLller-skywrlLlng, use of balloons eLc.
3) lLs effecLlveness cannoL be measured easlly.
4) osLers and hoardlngs dlsLurb Lhe aLLenLlon of rlders on Lhe road.
8kCADCAS1 MLDIA ADVLk1ISING: AdverLlslng Lhrough radlo, clnema and Lelevlslon has become very popular
and common. lL ls a parL of lndoor adverLlslng.
1) kad|o advert|s|ng: radlo adverLlslng ls descrlbed as word of mouLh adverLlslng on a large scale. lL
appeals Lhrough Lhe cards. now days all radlo sLaLlons all over Lhe world broadcasL commerclal
adverLlslng. 1he adverLlsers prepare Lhe programs before band keeplng ln vlew lnLeresLs of Lhe llsLeners.
a) Spot announcements: Lhese are shorL adverLlsemenLs wlLh duraLlon of few words. 1hese may conslsL
of oplnlons, dlalogues eLc. Lhelr cosL ls usually less.
b) Sponsored programs: 1hey requlre longer Llme and hence Lhelr cosLs are usually hlgh. 1hey
creaLe lnLeresL of Lhe llsLeners. 1hey are presenLed wlLh muslcal enLerLalnmenL drama eLc. lLs
common example ls 8lnaca geeL mala of srllanka broadcasLlng corporaLlon.
2) 1e|ev|s|on advert|s|ng: lL ls Lhe laLesL and novel meLhod of adverLlslng. lL provldes Lhe coordlnaLlon
of sound, slghL, moLlon, and lmmedlacy LhaL no oLher medlum provldes. lL comblnes radlo, movles and
LheaLre. lL ls a colourful presenLaLlon. ln Lhls medlum, salesman can presenL and demonsLraLe Lhe
producL. lL ls llke personal selllng. A varleLy of Lechnlques are used Lo produce Lhe commerclal message
llke llne acLlon, carLoon, puppeLs and sLop moLlons.
3) Advert|s|ng f||ms: commerclal fllms are produced Lo publlclze Lhe producLs wlLh a sLory. 1hey prove
effecLlve, because Lhey glve oral and vlsual message. 1hey creaLe lnLeresL for younger cusLomers.
AdverLlslng fllms possess enLerLalnmenL value. 1hese are shown when Lhe audlence ls eager Lo see Lhe
maln plcLure. lL ls used for concenLraLlon of adverLlslng efforLs ln a cerLaln areas.
(ueparLmenL of ManagemenL SLudles) 11

4) S||des: Lhese are exhlblLed ln clnema houses. 1hey produce Lhe effecL llke posLers. 1hese are exhlblLed
on Lhe screen for an agreed perlod. 1he slldes are shown before Lhe clnema show or durlng lnLermlsslon.
3) V|deo advert|s|ng: Lhls medlum has grown rapldly ln adverLlslng clrcles. vldeo commerclal fllms are
produced Lo make publlclLy of producLs.
6) Cab|e 1V advert|s|ng: cable 1v adverLlslng has opened up varlous avenues for Lhe adverLlsers Lo promoLe
Lhelr producLs. lL ls ln Lhe form of spoLs sold Lo naLlonal adverLlsers on programmlng on neLworks.
Mer|ts: 1) lL ls a personal medlum LhaL glven human Louch.
2) lL ls a vehlcle of mass communlcaLlon.
3) lL has deep lmpacL on Lhe mlnd and emoLlons of audlence.
4) lL ls hlghly flexlble and selecLlve medlum.
Demer|ts: 1) lL ls hlghly perlshable as compared wlLh press medla.
2) 1he cosL of Llme and LalenL of Lhls medlum ls very hlgh.
3) All goods are noL sulLable for Lhls medlum.
4) 1hls adverLlslng lacks repeLlLlve value due Lo lLs hlgh cosL.
DIkLC1 MAIL ADVLk1ISING: lL ls Lhe way of sendlng sales messages dlrecLly Lo Lhe cusLomers Lhrough posL,
salesmen or dealers eLc. ln oLher words, lL refers Lo brochures, leLLers, posLcards, and caLalogues LhaL are senL
Lhrough Lhe mall and are expecLed Lo brlng an lmmedlaLe sale or lnqulry. lL ls dlrecL response adverLlslng. ulrecL
mall adverLlslng ls deslgned Lo ask for Lhe sale".
1) ost cards: lL ls Lhe mosL wldely form of dlrecL mall adverLlslng due Lo lLs hlgh aLLenLlon value and
economy. lL geLs lmmedlaLe aLLenLlon. osL cards are used Lo carry brlef messages abouL producL.
1hough economlcal, Lhe message cannoL be confldenLlal.
2) Sa|es |etters: lL ls also mosL wldely used form. Sales leLLers are senL Lo lnduce Lhe poLenLlal cusLomers
Lo buy a parLlcular producL. 1helr maln ob[ecLlve ls Lo arouse lnLeresL and creaLe deslre abouL producL.
1hese sales leLLers are speedy, economlcal and effecLlve ln geLLlng lmmedlaLe acLlon.
3) C|rcu|ars: 1hese conLaln several pages and descrlbe all deLalls of a producL. 1hese are prlnLed on
good paper wlLh phoLographs. 1hese are helpful ln emphaslzlng a producL's feaLures.
4) Stuffers: lL glves deLalled speclflcaLlons of a wlde range of producLs. lL ls a means Lo ampllfy Lhe
sales leLLer by provldlng lllusLraLlons.
3) Io|ders: lL ls blgger Lhan ordlnary card. lL can be convenlenLly folded. lL ls made of heavler
sLock of paper or card-board. 1hus, lL can be posLed wlLhouL envelope. lolders are prepared ln colours.
1hese are aLLracLlvely deslgned Lo draw lmmedlaLe aLLenLlon.
6) Cata|ogues and book|ets: 1hese are lllusLraLlve prlce llsLs conLalnlng Lhe prlce and feaLures of
producLs. Selllng Lerms are also descrlbed ln caLalogues. 1hese are senL Lo buslness buyers and Lo
cusLomers who enqulre abouL Lhe goods. 8ookleLs conLaln helpful reference lnformaLlon's, Lhey Lell
abouL producLs and Lhelr feaLures. 8ookleLs are senL Lo usually bulk purchasers.
7) ackage |nserts: 1hese are small leafleLs used Lo encourage repeaLed purchases of Lhe allled
producLs. lor example, ColgaLe almollve company prlnL on Lhe lap of package use ColgaLe brush for
beLLer resulLs".
Mer|ts: 1) A personal relaLlonshlp wlLh Lhe cusLomers can be malnLalned.
(ueparLmenL of ManagemenL SLudles) 12

2) ueLalled lnformaLlon can be conveyed.
3) LffecLlveness of Lhls adverLlsemenL can be measured.
4) lL malnLalns prlvacy. 1he adverLlser can keep hls promoLlonal programmes secreL. Pere, he ls able Lo keep
hls compeLlLors ln Lhe dark.
Demer|ts: 1) ln drafLlng mall, speclallzed sklll ls needed.
2) lL ls dlfflculL Lo malnLaln an up-Lo-daLe malllng llsL.
3) lL ls less effecLlve ln many cases lL ls Lhrown lnLo Lrash baskeL afLer a hasLy glance.
4) lL ls cosLller Lo reach a Lhousand people.

kCMC1ICNAL ADVLk1ISING: lL ls also known as 'dlsplay adverLlslng'. lL lncludes Lhe efforLs made Lo
lncrease Lhe sales ln and ouL of Lhe shop. 1hese efforLs are hlnged around Lhe concepL of dlsplay. ulsplay
lmplles arranglng someLhlng for vlew or ln vlew. romoLlonal adverLlslng demonsLraLes producLs dlrecLly and
Lells abouL Lhe selllng polnLs lndlrecLly. lL lncludes Lhe followlng means:
1) W|ndow d|sp|ay: Wlndows are Lhe face of Lhe shop. lf Lhese are nlcely arranged. 1he cusLomers are
aLLracLed Lo enLer Lhe shop. Well-dlsplayed wlndows creaLe a deslre Lo see producLs and Lo lmaglne
Lhem, as one's own. Wlndows serve as an lnLroducLlon of seller Lo buyers. 1hey have aL Lhe polnL of
purchase" effecL. 1hey are used as an lndlcaLor of sLaLus of Lhe flrm.
2) Inter|or d|sp|ay: Class cupboards and sunglass showcases are arranged lnslde Lhe shop for
lnLerlor dlsplay. lL bullds Lhe LrusL of cusLomers. lL creaLes buylng lnLeresL. lL makes easler Lo flnd and buy
producLs. lL helps Lo sell allled producLs.
3) In store commerc|a|s: 1hese are audlo-vlsual dlsplays of producLs shown on 1v seLs hung from Lhe
celllng, usually over check-ouL counLers.
4) Counter d|sp|ay: lL lncludes cuL-ouLs, posLers, dlsplay cards and eye-caLchlng arrangemenLs of goods
on Lhe counLer.
S) D|sp|ay stands and racks: 1hese dlsplay sLands can be roLaLed by Lhe cusLomers. neck Lles are
dlsplayed on Lhese sLands.
6) Showrooms: 8uyers are noL saLlsfled wlLh mere publlclLy. 1hey wanL Lo have a close look aL Lhe
producL. Pence, show-room musL be hlghly decoraLed and musL have good llghLlng arrangemenL. Pere,
consumers can sLudy Lhe producL and lLs funcLlon.

Iactors to be cons|dered |n se|ect|ng k|ght Med|a:
1he effecLlveness of adverLlslng depends on Lhe selecLlon of approprlaLe medla for carrylng Lhe
promoLlonal message. All adverLlsers do noL use all avallable medla aL Lhe same Llme. Whlle selecLlng a medla,
cerLaln dlscusslons should be made (a) Lhe merlLs and drawbacks of parLlcular medla should be kepL ln mlnd, (b)
Consumer producLs should be made abouL Lhe markeL Lo be reached, and (c) Lhe mosL sulLable medla Lo reach a
parLlcular markeL should be chooses . 1he besldes Lhe followlng lmporLanL facLors musL be consldered ln maklng
medla selecLlon.
1) Cb[ect|ve of advert|sement: Lhe ob[ecLlve of adverLlsemenL campalgn ls very lmporLanL ln decldlng Lhe
medlum of adverLlslng. lf Lhe ob[ecL ls Lo ald Lhe salesman ln maklng sales calls, dlrecL mall can be used.
ln case of mass appeals, newspaper, radlo, Lelevlslon can be chosen.
(ueparLmenL of ManagemenL SLudles) 13

2) Nature of product: Consumer producLs are meanL for Lhe masses and Lherefore should be adverLlsed
Lhrough newspapers, radlo, fllm and ouLdoor dlsplays.
3) Nature and s|ze of the market: AdverLlslng ln local markeLs can be done proflLably Lhrough local
newspapers. Cn Lhe oLher hand, magazlnes and dlrecL mall are more approprlaLe medla for adverLlslng
ln naLlonal and lnLernaLlonal markeLs.
4) 1ype of aud|ence: lf Lhe producLs are meanL for youngsLers, beLLer selecL radlo and newspapers. lf
Lhe producLs are meanL for old people, sales leLLers wlll do a flne work. Pere, buylng hablLs play a vlLal
role.
3) 1ype of the se|||ng un|t: lL may be a speclalLy shop, chaln sLore, drug or grocery unlLs eLc. for
example, a small mlll can use newspapers and clnema slldes, whereas larger unlLs make use of radlo, and
cosLly magazlnes.
6) kequ|rement of message: floor coverlng carpeLs, sanlLary wares should be adverLlsed ln plcLorlal
forms. 1hus radlo ls noL a good medlum for Lhese producLs.
7) 1|me and p|ace of buy|ng dec|s|on: 1he adverLlser should selecL Lhe medlum whlch wlll reach Lhe
prospecLlve cusLomers aL or near Lhe polnL of purchase where he buys lL or makes Lhe buylng declslon.
1hus, dealer alds are lmporLanL for consumer producL.
8) Cost of med|a: lL ls also necessary Lo glve aLLenLlon on Lhe cosL Lo be lncurred on Lhe medla. 1he cosL of
adverLlslng medla should be consldered ln relaLlon Lo (a) Lhe amounL of funds avallable, and (b) Lhe
clrculaLlon of Lhe medla.
9) Irequency of advert|s|ng: some producLs whlch have low prlce and mass consumpLlon need repeaLed
adverLlslng ln order Lo keep Lhelr brand ln Lhe markeL magazlnes and dlrecL malllng are noL sulLable for
Lhese producLs. 1hese can be effecLlvely adverLlsed Lhrough mass medla such as newspapers, radlo and
Lelevlslon.
10) Med|a used by compet|tors: Lhe medla used by Lhe compeLlLors ln Lhe same markeL for Lhe same naLure
of producL wlll be a besL conslderaLlon whlle selecLlng Lhe medla.
11) Image and popu|ar|ty of med|a: Lhls aspecL may also be Laken care of. lL lncreases cusLomers and
lmproves Lhe lmage of Lhe flrm. An adverLlsemenL ln a repuLed newspaper may bulld presLlge of Lhe
flrm.
Mean|ng of Advert|s|ng Strategy:
An adverLlslng sLraLegy ls a campalgn developed Lo communlcaLe ldeas abouL producLs and servlces Lo poLenLlal
consumers ln Lhe hopes of convlnclng Lhem Lo buy Lhose producLs and servlces. MosL recenL research lndlcaLes
LhaL ad-llklng" has a Lremendous lmpacL on ad success." Powever, [usL because an ad aLLracLs aLLenLlon,
capLures everyone's lmaglnaLlon and ls llked, does noL guaranLee lLs success. Some adverLlslng peoples belleve
LhaL adverLlslng musL ulLlmaLely moLlvaLe Lhe consumer Lo purchase Lhe producL or servlce."
CreaL adverLlslng resulLs by creaLlng a comblnaLlon of ad llklngs" and lLs sLraLeglc relevance". Whlle Lhe LexL
and Lhe vlsuals carry Lhe ad message, behlnd Lhe creaLlve Leam's cholce of Lone, words and ldeas, lles an
adverLlslng sLraLegy. When Lhe ad ls compleLed lL musL have Lhe relevance Lo Lhe sponsor's sLraLegy oLherwlse lL
wlll fall. lL may Lurn ouL Lo be greaL enLerLalnmenL, buL noL greaL adverLlslng. CreaL adverLlslng always has a
sLraLeglc mlsslon Lo accompllsh and ls Lhe key elemenL LhaL serves as a gulde Lo greaL creaLlve work.
AdverLlslng sLraLegy blends Lhe elemenLs of creaLlve mlx. lour elemenLs, Lhe LargeL audlence, Lhe
producL and lLs poslLlonlng, Lhe communlcaLlons medla and Lhe adverLlslng message consLlLuLe Lhe creaLlve mlx.
(ueparLmenL of ManagemenL SLudles) 14

As polnLed ouL earller, adverLlslng ob[ecLlves say where Lhe adverLlser wanLs Lo be wlLh respecL Lo consumer
awareness, aLLlLude and preference eLc. Lhe adverLlslng sLraLegy descrlbes how Lo geL Lhere. Cne slmply need
waLch 1v commerclals or scan a few magazlnes Lo appreclaLe numerous dlfferenL ways Lo convey adverLlslng
messages. underlylng all Lhese messages are creaLlve sLraLegy & LacLlcs Lo address LargeL audlences Lo
effecLlvely communlcaLe Lhe producL poslLlonlng Lhrough selecLed medla.
Advert|s|ng L|ements:
otent strategy: 1he sLraLegy ls Lhe hearL of adverLlslng. lL ls lmposslble Lo do greaL adverLlslng lf Lhe
sLraLegy ls weak or does noL exlsL aL all.
A strong se|||ng |dea: CreaL adverLlslng promlses beneflLs Lo Lhe consumer. 1he ldea musL be slmple and lL musL
be clear. 1he brand musL be lnLegraLed lnLo Lhe selllng ldea.
Stands out: A greaL ad ls memorable, even when compeLlng for aLLenLlon wlLh news and enLerLalnmenL.
A|ways re|evant: rospecLs can always relaLe Lhe adverLlslng Lo Lhelr experlence and Lo Lhe role of Lhe
producL ln Lhelr llves.
Can be bu||t |nto campa|gn: no maLLer how clever an ldea may be, lf you cannoL make lL lnLo a campalgn, lL ls
noL a greaL ldea.
1he target aud|ence: 1he speclflc audlence Lhe adverLlslng ls lnLended Lo focus upon wlll Lyplcally be larger Lhan
Lhe LargeL markeL. AdverLlsers need Lo know who Lhe acLual end user of Lhe producL or servlce ls, who ls
lnvolved ln lnfluenclng and maklng Lhe purchase declslon and who makes Lhe purchase. varlous famlly
members, frlends and oLhers may be lnvolved ln purchase declslon maklng. 8esearch shows LhaL brand
popularlLy cuLs across all levels of purchaslng frequency, whlch means LhaL whlle Lhe company may LargeL heavy
users of a producL, many llghL users and non users of Lhe producL are also exposed Lo adverLlslng.
1he product and |t's pos|t|on|ng: 1he producL ls a bundle of values" offered Lo Lhe consumer. uabur
Chyavanprash ls meanL for Lhe enLlre famlly, whlle Lhe 8aldyanaLh Chyavanprash ls poslLloned for growlng
chlldren. Whlle wrlLlng Lhe adverLlslng plan Lhe concerned manager musL develop a slmple sLaLemenL descrlblng
Lhe producL and lL's poslLlonlng. Pow Lhe adverLlslng wlll presenL Lhe producL Lo audlence.
1he commun|cat|ons med|a: CommunlcaLlon medla lnvolve all Lhe medla vehlcles LhaL mlghL carry Lhe
markeLer's adverLlslng message and lnclude 1v, radlo, newspapers, magazlnes, blllboards, lnLerneL and oLhers.
1he selecLlon of rlghL medla vehlcle(s) ls very lmporLanL Lo reach Lhe LargeLed audlence.
1he advert|s|ng message: AdverLlslng message lnvolves everyLhlng LhaL Lhe markeLer plans Lo say ln lLs ads
and how lL plans Lo say boLh verbally and non verbally are crlLlcal aspecLs.
8oLh Lhe adverLlslng agency and Lhe cllenL Leam musL undersLand and agree Lo Lhese four elemenLs of
adverLlslng sLraLegy before beglnnlng any creaLlve work. ln mosL adverLlslng agencles, Lhe accounL managemenL
ls responslble for developlng sLraLegy. ln some agencles, dependlng on Lhe necesslLy accounL planners flrsL
research Lhe markeL. 1hen Lhey prepare Lhe adverLlslng sLraLegy ln consulLaLlon wlLh accounL managemenL
personnel and Lhelr flnal approval. AfLer compleLlng Lhe Lask of sLraLegy developmenL, accounL deparLmenL
prepares a creaLlve brlef (ofLen referred as copy plaLform, a work plan, copy or creaLlve sLraLegy documenL) Lo
communlcaLe Lhe sLraLegy Lo Lhe creaLlve Leam. lL ls a slmple wrlLLen sLaLemenL of Lhe mosL slgnlflcanL lssues Lo
conslder an gulde Lhe Leam ln Lhe developmenL of an adverLlsemenL or campalgn. 1he sLaLemenL addresses Lhe
followlng lssues:
(ueparLmenL of ManagemenL SLudles) 13

Who? Who ls Lhe poLenLlal cusLomer ln Lerms of geographlc, demographlc, behavlourlsLlc and psychographlcs
quallLles? WhaL ls Lhe personallLy proflle of a Lyplcal prospecL?
Why? uoes Lhe consumer have speclflc needs and wanLs Lhe ad message should focus upon and appeal Lo?
1here are Lwo broad caLegorles of appeals. 8aLlonal appeals are dlrecLed aL Lhe consumer's pracLlcal, funcLlonal
need for Lhe producL or servlce, whereas Lhe emoLlonal appeals alm aL Lhe consumer's psychologlcal, soclal and
symbollc needs.
What? Are Lhere any speclal feaLures of Lhe producL or servlce Lo saLlsfy Lhe consumer's needs? WhaL facLors
supporL Lhe producL clalm? Pow ls Lhe producL poslLloned? WhaL lmage or personallLy of Lhe brand can be
creaLed or has been creaLed? WhaL percelved sLrengLhs or weaknesses of Lhe brand need Lo be addressed?
Where, when, and how? ln whlch markeL area, whaL Llme of Lhe year and Lhrough whaL medlum wlll Lhese
messages be dellvered?
What sty|e, approach, or tone? (LmoLlonal or facLual) wlll Lhe campalgn use? Cenerally whaL wlll Lhe copy
say?
CreaLlve brlef only ldenLlfles Lhe beneflLs Lo be presenLed Lo Lhe consumers buL how Lhese beneflLs wlll be
presenLed ls Lhe domaln of creaLlve speclallsLs. A Lyplcal creaLlve brlef may lnclude Lhe followlng:
An ob[ect|ve statement: A speclflc, conclse sLaLemenL of whaL Lhe adverLlslng ls expecLed Lo achleve or
whaL problem ls lL supposed Lo solve. 1he sLaLemenL also lncludes Lhe name of Lhe brand and a speclflc buL brlef
descrlpLlon of Lhe LargeL audlence.
A support statement: A brlef sLaLemenL of Lhe evldence LhaL backs up Lhe producL promlse.
A tone or brand character statement: A brlef descrlpLlon of Lhe Lone of adverLlslng or Lhe long Lerm brand
characLer. 1one sLaLemenLs refer Lo shorL Lerm emoLlonal descrlpLlon of Lhe adverLlslng sLraLegy. 8rand
characLer sLaLemenLs relaLe Lo long Lerm descrlpLlons of brand's values.
kat|ona| Approach Lmot|ona| Approach
Self acLuallzaLlon
needs
CpporLunlLy for more lelsure AmblLlon, enLerLalnmenL,
avoldance of physlcal
labour.
leasure of reacLlon,
slmpllclLy, games &
SpoLs, physlcal acLlvlLy.
LsLeem needs uependable quallLy,
uependablllLy ln use,
enhancemenL of earnlngs, varleLy
of selecLlon.
rlde of personal
appearance, prlde of
possesslon.
SLyle, beauLy, LasLe.
Soclal needs Cleanllness, economy ln
aLLracLlon
CooperaLlon, devoLlon Lo
oLhers, gullL, shame,
humor, home comforL.
8omance, soclal
achlevemenL, soclal
approval.
SafeLy needs uurablllLy, safeLy, proLecLlon of lear, healLh SecurlLy
(ueparLmenL of ManagemenL SLudles) 16

oLhers.
hyslologlcal
needs
8esL, sleep AppeLlLe ersonal comforL

1he message strategy ls a brlef descrlpLlon and explanaLlon of overall creaLlve approach of an ad campalgn. lL ls
composed of Lhree elemenLs.
Verba| e|ement: 1hls furnlshes guldellnes for whaL Lhe adverLlslng message should say. lL lncludes Lhe
conslderaLlons LhaL affecL Lhe cholce of words and Lhe relaLlonshlp of copy approach Lo Lhe medlum.
Non verba| e|ement: Lhls polnL Lo Lhe overall naLure of graphlcs, any vlsuals LhaL musL be lncorporaLed and
Lhelr relaLlonshlp Lo Lhe medla LhaL wlll be sued for Lhe ad.
1echn|ca| e|ement: 1hls refers Lo Lhe preferred way of execuLlon and mechanlcal ouLcome, budgeL and
schedullng llmlLaLlons as a resulL of chosen medla and any speclflc requlremenLs for each ad, such as logos,
slogans or Lhe address.
1hough ln adverLlng campalgn Lhe sLarLlng polnL of message sLraLegy are Lhe verbal elemenLs, yeL Lhe
naLure of Lhese elemenLs ls such LhaL Lhey are all lnLerLwlned and evolve slmulLaneously. lor example, Lhe
language and lmagery can lnfluence each oLher qulLe slgnlflcanLly. 1he message sLraLegy musL conform Lo Lhe
adverLlslng sLraLegy ouLllned ln Lhe creaLlve brlef.

Creat|ve Advert|s|ng
CreaLlvlLy ls probably one of Lhe mosL frequenLly used Lerms ln adverLlslng clrcles. erhaps so much aLLenLlon Lo
creaLlvlLy ls glven because people conslder LhaL speclflc challenge of developlng an adverLlslng message as Lhe
domaln of creaLlve people. lndlvlduals and adverLlslng agencles ofLen bulld up repuLaLlons for Lhelr creaLlvlLy.
1he word creaLe denoLes orlglnaLlng, or concelvlng an ldea or a Lhlng or a Lhlng LhaL dld noL exlsL before.
1yplcally, Lhough, creaLlvlLy lnvolves comblnlng prevlously unconnecLed ldea or ob[ecLs lnLo someLhlng new.
1here ls a general bellef LhaL creaLlvlLy emerges dlrecLly from human lnLulLlon, buL Lhe reallLy ls LhaL creaLlvlLy
can be learnL and used Lo generaLe orlglnal ldeas.
AdverLlslng creaLlvlLy ls dlsclpllned and purposeful Lo meeL cerLaln buslness demands and lles
probably somewhere beLween Lhe Lwo exLremes. 1o break Lhrough Lhe adverLlslng cluLLer and make an
lmpresslon on Lhe LargeL audlence, an ad musL have Lhe quallLy of belng unlque and enLerLalnlng, well deslgned
and execuLed prlnL ads or 1v commerclals evoke emoLlonal responses and can creaLe poslLlve feellngs and
lmages. 8uL adverLlslng creaLlvlLy merely for Lhe sake of belng creaLlve ofLen falls Lo dellver a meanlngful,
relevanL and persuaslve message LhaL wlll lead Lhe consumers Lo purchase Lhe adverLlsed producL or servlce.
AdverLlslng creaLlvlLy ls Lhe ablllLy Lo come up wlLh fresh perhaps unconvenLlonal, unlque,
approprlaLe and effecLlve ldeas LhaL can be used as soluLlons Lo an adverLlser's communlcaLlon problems. A
(ueparLmenL of ManagemenL SLudles) 17

creaLlve ldea can be approprlaLe and effecLlve only when lL ls relevanL Lo Lhe LargeL audlence's needs, wanLs, or
asplraLlons.
rlnclples Lo gulde adverLlslng creaLlve efforLs:
uoes this odvertisinq position the product simp/y ond with unmistokob/e c/ority?
1he LargeL audlence for Lhe adverLlsed producL or servlce musL be able Lo see and sense ln a flash whaL Lhe
producL ls for, whom lL ls for and why Lhey should be lnLeresLed ln lL. CreaLlng Lhls clear vlslon of how Lhe
producL or servlce flLs lnLo Lhelr llves ls Lhe flrsL [ob of adverLlslng. WlLhouL a slmple, clear, focused poslLlonlng,
no creaLlve work can begln.
uoes this odvertisinq bo/t the brond to o c/inchinq benefit?
Cur adverLlslng should be bullL on Lhe mosL compelllng and persuaslve consumer beneflL noL some unlque- buL
lnslgnlflcanL perlpheral feaLure.
uoes this odvertisinq contoin o power ideo?
1he power ldea ls Lhe vehlcle LhaL Lransforms Lhe sLraLegy lnLo a dynamlc, creaLlve communlcaLlons concepL. lL
ls Lhe core creaLlve ldea LhaL seLs Lhe sLage for brllllanL execuLlons Lo come.
uoes this odvertisinq desiqn o brond persono/ity?
1he greaL brands Lend Lo have someLhlng ln common, Lhe exLra edge of havlng a brand personallLy. 1hls ls
someLhlng beyond merely ldenLlfylng whaL Lhe brand does for Lhe consumer, all brands do someLhlng.
ls the odvertisinq unexpected?
Why should our cllenLs pay good money Lo wlnd up wlLh adverLlslng LhaL looks and sounds llke everybody else's
ln Lhe caLegory? We musL dare Lo be dlfferenL, because sameness ls sulcldal. We can'L be ouLsLandlng unless we
flrsL sLand ouL.
ls the odvertisinq sinq/e minded?
lf we wanL people Lo remember one blg Lhlng from a glven plece of adverLlslng, leL's noL make lL more dlfflculL
Lhan lL already ls ln an over communlcaLed world.
uoes this odvertisinq reword the prospect?
LeL's glve our audlence someLhlng LhaL makes lL easy even pleasurable for our message Lo peneLraLe: a Lear, a
smlle, a laugh. An emoLlonal sLlmulus ls LhaL speclal someLhlng LhaL makes Lhem wanL Lo see Lhe adverLlslng
agaln and agaln.
ls the odvertisinq visuo//y orrestinq?
CreaL adverLlslng you remember and can play back ln your mlnd ls unusual Lo look aL compelllng, a nourlshlng
feasL for Lhe eyes. lL you need a reason Lo sLrlve for arresLlng work.
(ueparLmenL of ManagemenL SLudles) 18

uoes this odvertisinq exhibit poinstokinq croftsmonship?
?ou wanL wrlLlng LhaL ls really wrlLLen. vlsuals LhaL are deslgned. Muslc LhaL ls composed. LlghLlng, casLlng,
wardrobe, dlrecLlon all Lhe componenLs of Lhe arL of adverLlslng are every blL as lmporLanL as Lhe sclence of lL.
|ann|ng creat|ve Strategy:
1he work of creaLlve people ln adverLlslng buslness ls challenglng. 1hey musL Lake all Lhe lnpuLs such as research
flndlngs, creaLlve brlefs, sLraLegy sLaLemenLs and Lhe communlcaLlons ob[ecLlves Lo converL Lhem lnLo a sulLable
adverLlslng message Lo effecLlvely communlcaLe Lhe cenLral Lheme of Lhe ad campalgn. 1he ad message musL be
puL lnLo a form LhaL wlll geL audlence lnLeresLed and make Lhe ad memorable.
AdverLlslng slLuaLlons ln each case are dlfferenL. Lach lndlvldual adverLlsemenL or an ad campalgn needs a
LoLally dlfferenL creaLlve approach. A number of creaLlve people belleve ln safeLy and follow proven approaches
Lo creaLlng ads. Cf course all companles and adverLlslng agencles do noL agree LhaL adverLlslng has Lo be rlsky Lo
be effecLlve. Many markeLlng execuLlves feel LhaL Lhey lnvesL huge amounLs of money ln adverLlslng Lo sell Lhe
producL and noL Lo flnance Lhe whlms and fancy of Lhelr adverLlslng agencles creaLlve sLaffs. 1hey feel more aL
ease wlLh Lhe adverLlslng LhaL slmply communlcaLes Lhe feaLures and beneflLs of a producL or servlce and glves
Lhe consumer a reason Lo buy.
1he mosL lmporLanL producL lngredlenL LhaL an agency offers ls creaLlvlLy and Lhls ls Lhe ma[or
componenL on whlch mosL agencles Lhrlve. lor Lhls reason, Lhe agencles musL creaLe an envlronmenL LhaL
encourages creaLlve Lhlnklng and creaLlve adverLlslng.
Creat|ve process of advert|s|ng:
MosL ads are Lhe resulL of much sweaL, Lears and perslsLence. Many adverLlslng professlonals are of Lhe oplnlon
LhaL creaLlvlLy ln adverLlslng can besL be vlewed as a process and Lhe creaLlve success ls mosLly achleved by
followlng an organlzed approach. 1here ls no lnfalllble formula LhaL guaranLees Lhe creaLlon of effecLlve
adverLlslng.
no one really knows why one person can conslsLenLly creaLe successful ads and why Lhe oLher person meeLs
repeaLed fallures. A creaLlve lndlvldual ls mosL llkely Lo be one,
Who can produce a large number of ldeas qulckly
ls orlglnal
ls capable of separaLlng source from conLenL ln evaluaLlng lnformaLlon
Suspends [udgmenL and avolds early commlLmenL
ls lncllned Lo be less auLhorlLaLlve
AccepLs personal lmpulses
ls capable of [udglng lndependenLly
ossesses a rlch, blzarre fanLasy llfe.
A more comprehenslve creaLlve process LhaL lnvolves Lhe followlng seven sLeps:
(ueparLmenL of ManagemenL SLudles) 19

Cr|entat|on: polnLlng ouL Lhe problem
reparat|on: gaLherlng perLlnenL daLa
Ana|ys|s: breaklng down Lhe relevanL maLerlal
Ideat|on: plllng up alLernaLlve ldeas
Incubat|on: puLLlng Lhe problem aslde Lo lnvlLe sponLaneous ldeas aL some laLer, unguarded Llme.
Synthes|s: puLLlng Lhe pleces LogeLher
Lva|uat|on: [udglng Lhe resulLlng ldeas.

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