M9 ADVERTISING MANAGEMENT

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UNIT 1: ADVERTISING AN INTRODUCTION INTRODUCTION FEATURES OF ADVERTISING OBJECTIVES OF ADVERTISING IMPORTANCE OF ADVERTISING LIMITATIONS OF ADVERTISING ADVERTISING AN EFFECTIVE COMMUNICATION TOOL INTEGRATED MARKETING COMMUNICATIONS (IMC) MARKETING COMMUNICATIONS MIX PROPAGANDAS PUBLICITY SALESMANSHIP SALES PROMOTIONS ADVERTISING AND MARKETING TYPES OF ADVERTISING FORMS OF ADVERTISING STEPS IN ADVERTISING PLANNING UNIT 2: ADVERTISING MEDIA UNDERSTANDING THE MEDIA ADVERTISING THROUGH VARIOUS MEDIA ADVERTISING MEDIA PLANNING MEDIA OBJECTIVES MEDIA STRATEGIES DESIGNING MEDIA TACTICS EVALUATING MEDIA PLAN EFFECTIVENESS DAGMAR MODEL UNIT 3: ADVERTISING CREATIVITY CONCEPT OF CREATIVITY ROLE OF CREATIVITY IN ADVERTISING COPYWRITING ELEMENTS OF COPY WRITING EFFECTIVE AD COPY AIDA MODEL LAYOUT ILLUSTRATION ARTWORK UNIT 4: ADVERTISING AGENCY ADVERTISING AGENCY ROLE OF ADVERTISING AGENCY FUNCTIONS OF ADVERTISING AGENCIES TYPES OF ADVERTISING AGENCIES STRUCTURE OF ADVERTISING AGENCY HOW TO SELECT AN AD AGENCY INDIAN ADVERTISING AGENCIES DIRECTORATE OF ADVERTISING AND VISUAL PUBLICITY (DAVP) GLOBAL ADVERTISING UNIT 5: ETHICS IN ADVERTISING SOCIAL IMPACTS OF ADVERTISING ETHICS AND MORALS OF ADVERTISING ADVERTISING REGULATION ASSOCIATION FOR THE ADVANCEMENT OF ARTIFICIAL INTELLIGENCE (AAAI ADVERTISING STANDARDS COUNCIL OF INDIA (ASCI) 118 119 119 120 121 121 122 122 123 124 126 126 128 128 129 130

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UNIT 1: ADVERTISING AN INTRODUCTION

INTRODUCTION

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. Advertising is a public announcement to inform and persuade people to buy a product, a service or an idea. An advertisement would include any notice, circular, label, wrapper or any other document or any announcement made orally, or by means of producing or transmitting light, sound or smoke. Every day, we see and hear hundreds of advertisements. Let us consider a few of them. Posters informing us about the latest Bollywood films to be released. Big hoardings telling us which toothpaste would give us the cleanest and strongest teeth. The RJ, or radio jockey, asking us to buy things from the big shop in the centre of the city for the most fashionable clothes.. The huge wall carrying the name and address of the local beauty parlour, which will make even the most ordinary lady look as glamorous as a film star! Wouldnt you like to know more about this fascinating process? Definition of Advertising The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media -Arenes (1996) Any paid form of non-personal communication about an organisation, product , service, or idea from an identified sponsor. - Blech & Blech (1998) Paid non-personal communication from an identified sponsor using mass media to persuade influence an audience. -Wells , burnett, & Moriaty (1998) The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through mass channels of communication to promote the adoption of oods, services, person or ideas. - Bearden, Ingram, & Laforge (1998) An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organisation or product is identified in some way. - Zikmund & d'amico (1999) Impersonal, one way communication about a product or organisation that is paid by marketer. -Lamb, Hair & Mc. Daniel (2000) Advertising is any paid-for communication overtly intended to inform and/or influence one or more people. - Jeremy Bullmore, Director, WPP Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it. - Leo Burnett I do not regard advertising as entertainment or an art form, but as a medium of information. - David Ogilvy

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FEATURES OF ADVERTISING

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1. Advertising provides information: The basic purpose of advertising is to provide information about products/services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, and instructions to be followed while using the product are given in the advertisements. The advertising message and brand name are also given. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. 2. Paid form of communication: The advertiser has to pay to the media for giving publicity to his advertising message. He pays for the advertisement and naturally he decides the size, slogan, etc. given in the advertisement. Advertising is a form of paid communication. 3. Non-personal presentation: Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. This rule is applicable to all advertising media including press. However even in advertising target consumers or target market can be selected for making an advertising appeal. 4. Gives publicity to goods, services and ideas: Advertising is basically for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life insurance is useful for placing new ideas before the people. 5. Basically for persuasion: Advertising aims at persuasion of potential customers. Advertising attracts attention towards a product, creates desire to have the same and finally induces consumers to visit the market and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers. 6. Target oriented: It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented. The waste in advertising can be minimized through such target oriented advertising. 7. An Art, Science and Profession: It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising. 8. Important element in marketing mix: Advertising is an important element in marketing mix. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favorable. This is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge funds on advertising and public relations 9. Creativity - the essence of advertising: Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity which is the essence of advertising. Creativity can be introduced by creative people (professionals) in the field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul.
OBJECTIVES OF ADVERTISING

The main objective of advertising is to help a business firm to promote its products and increase the sales. But, there are some other goals also which a firm can achieve with the help of advertising. The objectives to be achieved through advertising are as follows: 1. Introduction of new product: Business firms keep on introducing new products in the market and have to inform the prospective customers about its features, price, usage, availability etc. Advertising not only attracts their attention but also helps them in forming an opinion about the product and making the best purchase decisions. 2. Increase in sale: Advertising helps in increasing the sale of firms products. It also helps in turning non-users of products to users of products and also in attracting the consumers of competitors products. Business firms make use of advertising to inform the consumers about the advantages and superiority of their product. 3. Maintaining existing buyers: Now-a-days new products keep on entering in the market at a fast pace and consumers tend to switch over to the new products. Advertising is used to remind the consumers about how good their products or services are and that they are still in the market as old and reliable ones. The idea is to prevent decline in the sale of their product in the market. 4. Create and enhance goodwill of the firm: Advertising helps in building reputation of the business house. Through advertising, the firms can communicate their achievements to the consumers and clarify any misconceptions or doubts in the mind of the public about themselves or their products, if any. This helps in creating a good image of their firm in the minds of consumers, workers, investors, government and so on. 5. Dealer support: Another objective of advertisement is to provide the necessary support to firms dealers and distributors. Hence some advertisements, besides the information about the product characteristics, price etc., include a list of dealers and distributors. 6. Create and enhance brand image: Advertising is also used for creating a brand image which helps in building customers loyalty. When customers develop brand loyalty, they do not shift to other brands easily. Brand image gets enhanced with repeated advertisements.

M9-Advertising Management 7. Helps in personal selling: Advertising facilitates the process of personal selling. The salesperson job is made easier if the customer has familiarity with the product. This is achieved through advertising. A customer is more receptive to the salesperson if he/she already has some idea about the product.
IMPORTANCE OF ADVERTISING

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When a brand is to be popularized, the entrepreneurs realize the importance of advertising. The following article is a brief and comprehensive elaboration of advertising and the crucial role that it plays in the business world. Advertising is an important aspect of promoting almost any product, service or brand. Most of the dictionaries also refer to advertising as, an activity that involves the public promotion of goods and services, or a brand or a company or an establishment a business of drawing public attention to goods and services and their merits a process that calls attention to a particular good or service a process that makes publicity for a said subject (such as a good, service, product, brand, person, establishment, company or firm) Thus, from the above definition it can be concluded that advertising is a task that involves making the public aware and conscious about the subject that is being advertised. Neo-classical economists and modern economists often criticize advertising by calling in a profession that creates awareness about a product in the consumer's brain, which eventually leads to a craving to own that product. This continual process that is brought about by advertising eventually leads to increasing demand and eventual scarcity of resources. Moving on to importance of advertising Why is Advertising Important? The aim of any business is to maximize the sales of that business. This maximization results into a lot of revenue and profits for the company.Advertising ensures that the sales of the business increase. The second importance is that the product which is sold under the banner of a specific brand also becomes a household name. For example, Coke or coca-cola is a house hold brand name. Same is the case of Pepsi. Such popular brand names have huge customer base that is loyal to the brand and continues to purchase the product for a prolonged time period. Such a customer base also introduces the product and brand to many other people. Creation of awareness is the primary objective of any advertisement. Thus, when any product is advertised, people become aware about its existence and as mentioned above, a need and craving to purchase and own the commodity. Importance of Advertising in Business From the business point of view, advertising not just optimizes sales and product promotion but the goodwill of the specific brand that is earned is an important asset. A well known brand not only has a good customer base but it is a great ground to introduce new products under the same banner. In such a case, there is a very high probability that people are going to purchase the new product out of curiosity. It is often said that reputation gained and maintained due to advertising helps out the business throughout the life time. The logic behind that is simple. When advertising creates awareness, people know about the product and when they known about the product, they pay attention to its newer advertisements and the probability that the person will buy the product will increase. To conclude the paragraph it can be said that advertising helps business gain loyal customers as well as a good platform in the entire market. Importance of Advertising in Marketing Apart from gaining a loyal customer base, advertising is often successful in marketing the brand and conveying financial details about the brand to the consumers. The pricing details often generate an interest and the process of money planning, starts ticking in the person's mind. Offers such a buy 2 get 1 free or discounts are introduced to the consumers successfully through advertising. Such offers result into a spurt of sales and are quite instrumental for clearance sales, new introduction sales, re-release sales, etc. Advertising thus, plays quite a comprehensive role in marking policies. Importance of Advertising on the Internet There is a significant importance of online advertising due to the fact that an online advertisement results into global awareness. Today, when a person feels the need to purchase something, his first reaction is to search the web. With your advertisement being present on the web, there is a high possibility that the consumer is going to purchase your product. In fact, financially speaking online marketing services are much more convenient for consumers and cheap for producers as it drastically brings down the cost of advertising. Role of Advertising in Selling Consumer Durables The following points suggest the role of advertising in selling sales promotion of consumer durables. 1. Advertising is useful for giving information and guidance to prospective buyers of consumer durables. Here, advertising gives the details of special features, benefits, price discount, and other concessions offered, etc. to the purchasers of consumer durables and encourage interested customers to take initiative in purchasing the durable articles.

M9-Advertising Management 2. Effective advertising of consumer durables creates proper background for personal selling. An attraction is created in the minds of consumers and they are encouraged to visit retail shop in order to see the article or look at the demonstration of its working. Here, the salesman can use his skills and see that the article is purchased by his visitors. 3. Advertising of consumer products enables a manufacturer to face market competition effectively. He can give special features of his product and also suggest how his product is superior to that of his competitors. This is useful for sales promotion of consumer durables. Even consumers can make appropriate selection of a suitable product by studying the advertisements of competitors. 4. Advertising of consumer durables during the festival period acts as a reminder to consumers. They remember to purchase a useful product on the eve of the festival. This technique facilitates sales promotion during the festival period. 5. The seller of consumer products (manufacturing company) may like to offer attractive gift or price discount to interested consumers. Here, advertising can be made effectively. This encourages consumers to purchase a durable product. Such advertisements are common during festivals. Even local dealer may offer certain concession to his customers. He can make suitable advertisement of such concession for large scale selling at the local level.
LIMITATIONS OF ADVERTISING

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Many people consider advertising to be a wasteful activity and something harmful for the customers and the society in many ways. Their arguments against advertisement are as follows: (i) Advertising multiplies wants: People tend to desire and buy products as they see in advertisement even if they do not actually need or afford them. This multiplication of wants may put them under financial and psychological pressure. (ii) Advertising adds to the cost and price of product: Money spent on advertising eventually results in increased cost of the product, which is passed on to the consumers through increased prices. You must have noticed that the brands which are advertised heavily in different media are found to be priced higher as compared to those which are not so heavily advertised. (iii) Creation of monopoly: Business firms which can spend heavily on advertising are usually the ones who grab a bigger share of the market. Such firms generally have a monopoly which results in unequal opportunity for small producers to make a place for themselves in the market. They do not get a fair opportunity to compete. (iv) Advertising may affect the value-system of society: Advertising may introduce ideas or concepts alien to our culture. These new values generated or propagated by advertising may affect our social, moral and ethical values adversely. Objectionable appeals like sex, horror etc. are sometimes used in advertisement to attract attention. (v) Motivation for wrong or dangerous deeds: The way advertisements project people consuming liquor, cigarettes or pan-masala, may feel tempted by the people to try and then get addicted to such products which are not good for health. Similarly, models are shown doing dangerous acts like jumping from the top of a hill which some children may try to copy and may face the accidents. (vi) Advertising may not increase overall demand: Advertising does not always increase demand. In many cases, a number of firms manufacturing similar products may advertise vigorously. This may not result in an increase in the total demand for the product but simply shift demand from one brand to another.
ADVERTISING AN EFFECTIVE COMMUNICATION TOOL

Advertising aims must be sloping around the communication process. Communication tasks are building up brand alertness, altering consumer thoughts, colligating pleasing ideas with products, and communicating customer about product dimensions and properties. The elemental determination of advertising is to assist sale probability of a product or a service. Advertising as a promotional technique augments tendency to purchase, moving the prospect gradually towards the product to make a purchase decision. Of course, advertising is only one of several communication forces. It actuates the buyer through consecutive stages such as awareness, comprehension or recognition, conviction and action. Advertising objectives may be divided into four stages of commercial communication which are explained below: Cognizance: The prospect must be informed about the subsistence of the brand or company in the market. Awareness is the bare minimum goal of advertising. The buying process starts after informing the consumer about the product or service. Conception: The prospect must understand what the product is and what it will do for him. The apprehension level indicates that people are not only aware of the brand or company but they also know the brand name and can be familiar with the package or trademark. But they are not yet influenced that they want to buy. Conviction: The prospect must be mentally convinced to buy the brand or the product. The convinced level shows brand preference and intention to buy the product in the near future. Action: the prospect takes meaningful action. Purchase decision is duly taken. These four goals of ad in communication terms are measurable results.

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INTEGRATED MARKETING COMMUNICATIONS (IMC)

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Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, marketing channel, customerfocused, and internally directed communications.
MARKETING COMMUNICATIONS MIX

Promotion describes the communications activities of advertising, personal selling, sales promotion and publicity/public relations. Advertising is a non-personal form of mass communication, paid for by an identified sponsor. Personal selling involves a seller attempting to persuade a potential buyer to make a purchase. Sales promotion encompasses short-term activities such as giving coupons, free samples, etc. that encourage quick action by buyers. The company has control over these three variables, but has little control over the fourth variable, publicity/public relations. This is another non-personal communication method that reaches a large number of people, but it is not paid for by the company and is usually in the form of news or editorial comment regarding a companys product or service. Companies can gain some control over the publicity it receives by the release of news items. Put together, these promotional activities make up the promotional or communications mix with varying emphasis on each element according to the type of product or service, characteristics of consumers and company resources. Company size, competitive strengths and weaknesses and style of management all influence the promotional mix. Other communications elements with which promotion must be coordinated are the product itself, price and distribution channels used. Product communication, including brand name, design of packaging and trade-marks are all product cues which convey a message about the total product offering. Price can communicate different things under varying circumstances, for instance conveying prestige appeal for those buyers who perceive that a high price is equal to quality and prestige. The place in which the products are to be found also has notable communications value. Retail stores have personalities that consumers associate with the products they sell. Products receive a halo effect from the outlets in which they can be found and two stores selling similar products can project entirely different product images. For example, a perfume sold through an upmarket store will have a much higher quality image than one sold through supermarkets Advertising This is the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head. That being said, advertising costs can ad up quickly with mediums like television, radio and even online advertising which can be prohibitively expensive for many businesses. Other traditional forms of paid advertising include newspapers and magazines, the Yellow Pages, billboards, signs and posters. As well, advertising on buses, benches, gas pumps and even public restrooms is in vogue today. Basically, any medium which provides an opportunity to target "eyes and/or ears" can be a venue for advertising and you can see examples of successful promotion in the most unlikely places. Direct Marketing This marketing communication competency enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. This component of the marketing communication process includes direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. Done correctly, Direct Marketing is extremely effective in the long run and allows for a targeted marketing approach to specific consumers to create valuable lasting relationships. Direct Marketing is the marketing communication method that enables companies to interact with a relatively large number of customers and encourage a "call to action" or "most wanted response" which is usually a purchase. The downside of Direct Marketing is that it is usually unsolicited and seen as a nuisance by the general public. Telemarketing, e-mail spamming and junk mail are universally despised and so Direct Marketing tools should be used with thought and caution. Visit the Direct Marketing Association website for guidance on legal and ethical Direct Marketing. Personal Selling This is the most dreaded as well as the most expensive of all methods in the marketing communication process. However, if you are a small business owner or otherwise have the ability to personally sell and build relationships with customers, it can be one of the most rewarding aspects of the marketing process, both personally and professionally. Just as with traditional marketing, successful selling begins and ends with the customer. The whole objective is to ascertain needs and create the best solution for customers. Along the way you build relationships and continue to gather information about how you can better serve customers which is your reason for being in business in the first place.

M9-Advertising Management Sales and marketing are fundamental to the survival of any business and both involve creating customers for the business value you have created. The former targets one person (or entity) whereas the latter targets many. Both engage, inform and persuade through a variety of communicational tools. Aligning both will increase your success regardless of conditions. Successful sales and successful marketing both begin with an attitude and that attitude is customers first. Public Relations This refers to how you handle your relationships and the flow of information with your various "publics" or the people who have a stake in or are affected by your business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. PR becomes a more and more crucial element of the marketing communication mix as a business or organization grows larger. That being said, it is still a vital component of the marketing communication process to think about for smaller businesses as well. PR tools include press and media releases, lobbying, charitable and public events, advertorials, financial reports, promotional collateral, facility tours, sponsorships, interviews and any other method for the promotion of a positive image to people. Being "people conscious" starts with the individual and carries through to the organization. Once again, people buy from people at the end of the day and the most successful people and organizations are those that benefit other people the most. As with many facets of sales and marketing, PR also has a "good" and "bad" side. The good side of PR is fostering socially conscious business practices whereas the bad side is epitomized in shady political lobbying, "spin doctors" and so forth that divert from the truth as opposed to promote it. Suffice it to say that in today's connected world, more than ever, any sized organization needs to be cognizant that it operates within the larger framework of society and has corresponding responsibilities. The Institute For Public Relations website is an excellent resource for additional material on the role of Public Relations in the marketing communication process. Sales Promotion This is the last traditional component of the marketing communication mix that is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that you provide your customer with. These can assume a number of forms including offering free goods or services, coupons and vouchers, gifts and prizes, discounts, samples, financial incentives, charitable promotions and any other value-add over and above your standard product or services. Sales Promotions are generally short-lived, "one off" incentives intended to provide consumers with that last "push" to buy. The main takeaway is that regardless of the size and type of your business, you should continually look at ways in which to create additional value for customers. Your customers will appreciate it and, in facts, customers have been shown to pay premium prices for real value and real service.
PROPAGANDAS

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Propaganda is a specific type of message presentation directly aimed at influencing the opinions or behavior of people, rather than impartially providing information. An appeal to one's emotions is, perhaps, the more obvious propaganda method, but there are varied other more subtle and insidious forms. On the other hand, a most common characteristic of propaganda is volume (in the sense of a large amount). Individually propaganda functions as self-deception. Culturally it works within religions, politics, and economic entities like those which both favor and oppose globalization. Commercially it works within the (mass) market in the free market societies. Propaganda shares techniques with advertising and public relations. In fact, advertising and public relations can be thought of as propaganda that promotes a commercial product or shapes the perception of an organization, person or brand. A number of techniques which are based on research are used to generate propaganda. Many of these same techniques can be found under logical fallacies, since propagandists use arguments that, while sometimes convincing, are not necessarily valid. A few examples are: Flag-waving, Glittering generalities, Intentional vagueness, Oversimplification, Rationalization, Red herring, Slogans, Stereotyping, Testimonial, Unstated assumption. In the East, the term propaganda now overlaps with distinct terms like indoctrination (ideological views established by repetition rather than verification) and mass suggestion (broader strategic methods). In practice, the terms are often used synonymously. Historically, the most common use of the term propaganda started to be in the religious context of the Catholic Church and evolved to be more common in political contexts, in particular to refer to certain efforts sponsored by governments, political groups, but also often covert interests. In the early 20th century the term propaganda was also used by the founders of the nascent public relations industry to describe their activities; this usage died out around the time of World War II, as the industry started to avoid the word, given the pejorative connotation it had acquired. Propaganda is dissemination of ideas and information for the purpose of inducing or intensifying specific attitudes and actions. Because propaganda is frequently accompanied by distortions of fact and by appeals to passion and prejudice, it is often thought to be invariably false or misleading. This view is relative, however. Although some propagandists may intentionally distort fact, others may present it as faithfully as objective observers. A lawyers brief is as much propaganda as a billboard advertisement. Education, whatever its objective, is a form of propaganda. The essential distinction lies in the intentions of the propagandist to persuade an audience to adopt the attitude or action he or she espouses.

M9-Advertising Management Propaganda may be disseminated by or for individuals, businesses, ethnic associations, religious organizations, political organizations, and governments at every level. Thousands of special -interest groups disseminate propaganda. Among such groups are, the patriotic and temperance societies, fire-prevention and traffic-safety committees, and leagues promoting conservation or the prevention of cruelty to animals, labor unions, and chambers of commerce. No matter what its objective, propaganda attempts to persuade through rational or emotional appeal or through the organization of personal opinion. Efficient use of the communication media is central to these efforts. Most people consider propaganda as biased information. Propaganda also involves making things known (in a controlled and biased manner) in gaining support for an opinion, ideology or belief. While most people consider propaganda to be negative and avoid it, some see both public relation and propaganda as the same thing. In this regard, the definition of public relation given by Ed Bernays can be reviewed, as ideally public relation is a constructive force bringing to the public facts and figures resulting often in accelerated interest in matters of value and importance, to the social, economic, and political life of the community. On the other hand, propaganda is often seen as a destructive force (as evident from Hitlers propaganda). It does not have any regards for general public interest. It values and tries to further the interests of only a few. Propaganda does not provide un -varnished facts. It, in fact, strives on colored, biased, or one- sided information. It does not believe in giving a free hand to the public to make it own decision. It coerces or exhorts people by virtue of rhetoric. In the broadest sense, propaganda is honest and forthright communication intended to advance a cause through enlightenment, persuasion, or a dedicated sense of mission. It is utilized by religious, political, social and charitable organizations. However, propaganda has an inherent emotional under current which can and is often used to great effect for negative purposes. It has the ability to: Awaken passion by confusing the issues It makes the important issues and facts seem trifling or unimportant It makes insignificant facts look weighty and important It keeps the channels of communication full of exiting stuff and It keeps people battling in the dark Hitler, perhaps, made the best use of propaganda by doing just the above-mentioned things. Propaganda is considered negative as it often takes the form of a subversive activity that appeals to bigotry (differences) and intolerance, hate and fury, by suppressing facts and publishing false a misleading information in a vicious and manipulative manner. Propaganda is often used widely during wars and times of conflict. Often during such time, stories of atrocity, brutality and barbarism are spread to arouse public passion against opposing parties. All kinds of media, from pamphlets to newspapers, radio, TV and even films, are used as vehicles for influencing public opinion. Techniques of Propaganda Evasion (avoiding), distortion, calculated silence, deliberate falsification, fabrication, use of words with double meaning, exaggeration, omission of significant facts, etc. are some of the commonly used techniques of propaganda. Another technique adopted widely is over-simplification of complex issues in to prejudiced statements involving a choice between acceptance and rejection. Other techniques include taking quotes or facts out of context, claims of universality (crores of Hindus cannot be wrong, everybody in doing it). Propaganda often plays with peoples tendency to conform to popular opinion. Propaganda almost always provokes. To divert public attention from a major issue, minor situations are created and blown out of proportion. Propagandists also resort to discrediting opponents. Deliberate delaying is also used great deal. Delays lead to lessened public interest and the issue is often forgotten and defeated. Propagandists also use the favorable argument strategy by presenting only those facts that support their viewpoint. This way the public does not get a complete picture; it gets only a one-sided, biased picture. And finally, propaganda resorts to dramatics to arouse the emotions of fears, prejudices and enmity. Propagandists organize rally, fill a stadium or public place, stage dharnas or bandhs or other such shows to mould public opinion in favor of an idea, issue, person or party. All these techniques succeed by confusing the issue, evading the truth, making the insignificant seen important, and distort the facts by appealing to passion and prejudice.
PUBLICITY

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Public relations are often confused with publicity, which in simple terms mean making things public or bringing things to the public notice. Many tools including word of mouth to the mass media to advertising to the Internet are used for publicizing information. However, publicity is only one part of public relations. Many marketing experts put public relations under publicity. Thus, publicity is an important part of public relation. Many tools are used for publicizing information and facts. The major and most effective ones are the mass media. Publicity coverage could be in the form of news stories, news analyses, interviews, features, articles, and editorials in printed media and in news bulletins, interviews, discussions or special programmes on radio and television.

M9-Advertising Management Another form of publicity is the paid variety. This basically involves advertising for which the organization has to pay to the media for the amount of space and time. Yet another variety involves what are called advertorials and inforcials . An advertorial is an advertisement disguised in to form of a news story or feature. And inforcial is the TV counterpart of an advertorial. Unpaid publicity is considered to be more credible than paid publicity. The paid variety of publicity (advertising) being initiated by the organization is considered to be motivated and one-sided. On the other hand, unpaid publicity, which includes news stories and other editorial content, has more credibility and believability. Many experts consider advertising to be entirely different and not part of publicity. Advertising is paid-for and involves control over what is said, how it is said, to whom it is said, where it is published, broadcast or placed, and the frequency of placement. Publicity or the unpaid variety does not offer any such control. Publicity material supplied to the media is subject to being screened, edited and even may not even be used. On the plus side, publicity offers two important benefits: 1. It costs very little-only time and efforts are required, and 2. Publicity is considered more objective than advertising, which is considered to be self-serving. Also publicity enjoys the implicit endorsement of the mass media in which it appears. Areas of Publicity The areas and activities of business that are publicized are: Announcing a new product or service Such announcements to be effective should be made before advertising. If they follow advertising, their news value is lessened considerably. Reorganizing or repositioning old products In case of existing products, advertising does not work very well. For revitalizing old products, various publicity tools like staged events, sponsorship, etc are used. Explaining a complicated product Advertisements often do not facilitate a lot of details. So they dont work well for products and services that require a lot of explanation like in case of insurance, banks and other financial institutions. Here publicity provides enough space for the details and the product stories (messages) can be told fully and effectively. Enhancing the organizations reputation Advertising of products (goods, services and ideas, etc) is okay. But when it comes to selling the organization as a whole, advertising can be limiting. Often organizations are involved with a lot of philanthropic works like charities or promoting good causes and ideas. Advertising these activities does not look good. So organizations depend on publicity through mass media. Crisis management In crisis situations, publicity is the fastest and most credible means of response. Vehicles of Publicity From small tabloids to television to sky writing, publicity uses many channels or vehicles. However, the most effective and commonly used vehicle is the newspaper. Even in todays time of TV and the Internet, newspaper is rated to be the most credible and effective mass medium. This credibility is because of the power of the printed word. Other reasons of newspapers popularity as a vehicle of publicity are the widely diversified and in-depth coverage. Then there is variety. Newspapers range from small weeklies to giant dailies. Other vehicles used for publicity include radio, TV, news agencies, the Internet. Publicity also involves interviews of key personnel of the organization, news conferences, news releases, media trips, special events, exhibitions and fairs, sponsorships, etc. Advertising Vs Publicity Advertising is the obvious way to promote a business or product. Once you learn the techniques of creating and testing great ads, and the right places to advertise - it can produce results - but at the end of day, your results will depend directly to the amount of advertising space you buy, which is itself dependent on your advertising budget. Publicity is the smart way to promote a business or product. Good publicity allows you to achieve results totally disproportionate to the amount of money and effort put in. Advertising is different from publicity which is a communication of any significant information about a company or its product to the public through non-personal media without any payment by the concerned business firm. Thus, publicity is basically an information about the product, service or a business firm which is communicated voluntarily by the media and is of commercial significance to the firm. The information may be passed through media like magazines, newspapers, radio, T.V. in the form of debates, discussions, news items, reports, editorials etc. The company does not pay anything to the media for such activities. Look at the following.

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M9-Advertising Management 1. While reading the newspaper you may get a news about an ongoing trade fair in your state. It talks about the products of different companies exhibited there. After reading this news item you may feel interested in having a look at or buying one or more of these products. 2. In a newspaper there may be a column on review of movies. You read the ratings given to different movies by a critics and at times, feel interested in watching a particular movie. 3. In the television news, sometimes we get information about the quarterly financial results of a company. This may motivate us to buy its shares. In all the above instances there is information about the product or services or the firm which is communicated through print or electronic media, leading to significant responses by the public. Can it be called advertising? But, these are nonsponsored and have not been paid for. As such, these are instances of publicity, and not advertising.
SALESMANSHIP

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Once your friend had gone to a readymade garment shop to buy a pant for his younger brother. The salesperson showed him the latest collection of garments. By the time the process of sale concluded, he had also purchased one for him. The reason for such unplanned purchase was the effect of salesmanship. The salesperson at the counter first assessed his interest in the new fabric available and then persuaded him to buy it. This whole exercise of assessing our need, activating it and ultimately satisfying it by selling the product to us is termed as salesmanship or personal selling. It is a process of assisting and persuading the prospective customers to buy a product in a face-to-face situation. In other words, salesmanship simply means selling through personal communication. For successful selling the salesperson usually goes through a selling process which involves the following seven steps. (i) Prospecting (ii) Pre approach (iii) Approach (iv) Presentation and demonstration (v) Answering the queries/objections and their clarification (vi) Action or ending the process of sale (vii) Follow up or after sales service Prospecting refers to identifying the prospective buyers in his area of operation. Having done this, he has to obtain the necessary information about the customer, his capacity to pay, choice and preferences etc. After this, in pre-approach activity he approaches the customer to gain his attention, greet him and make his presentation i.e., inform the customer about the product, its qualities, price etc. and demonstrate its use, if required. Then he handles the customers queries, persuades him to make his final decision and ends the process of sale with receiving his order and thanking him. Finally he ensures the delivery of goods and provides the necessary after sales service. Advertising Vs Salesmanship However, advertising is different from personal salesmanship in the following aspects. (i) In salesmanship appeal is made through persons. In advertising, appeal is made through advertisements which are nonpersonal in nature. (ii) Advertising leads prospects to salesmen. Hence in the distribution, advertising precedes salesmanship. (iii) Advertising is addressed to the masses while salesmanship is concerned with specific individuals. (iv) A salesman talks to the prospect before him. But advertisements are made to influence and appeal groups of persons. (v) Though the ultimate objective of both salesmanship and advertising is the same, immediate objectives differ. Advertising is primarily concerned with creating interest in the buyers in general by building acceptance for a product and by arousing confidence and respect for the firm and its products. (vi) since a salesman talks, the listener understands whether he is educated or uneducated. But it is difficult to convey messages of advertising to illiterate persons except in certain forms like radio messages. (vii) Advertising has given a great feeling to the art of copy writing, commercial art and engraving while salesmanship has promoted the art and manner of speaking impressively by salesmen. (viii) In bringing about sales, salesmanship plays a superb part while in attracting the notice of prospects, advertising plays a tremendous role. (ix) To employ salesmen everywhere to make sales appeals in financially very expensive. But advertising is not so costly. It is the most convenient and simple device to make sales appeals over wider areas and larger audience. (x) The ultimate purpose in both salesmanship and advertising is the same viz; increase in sales and both are complementary to each other. Advertising makes the job of salesmen easy.
SALES PROMOTIONS

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.

M9-Advertising Management In the market, sometimes we see the special offer like Buy one get one free offer; on a particular brand of tea there was 50 gm. extra in a 250 gm pack or one glass or bowl free with 500 gm. pack. There are innumerable examples where the manufacturer or the seller tries to tempt you to buy his product by offering discounts, extra quantity or a chance to win grand prizes, etc. All such activities are known as sales promotion. All promotional activities other than advertising, salesmanship and publicity which help in increasing the market demand of the product are called sales promotion. It is a non-repetitive and one time communication process. According to American Marketing Association Sales Promotion includes those marketing activities, other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as displays, shows and exhibitions, documentation and various non-recurrent selling efforts not in the ordinary routine. All elements of a promotion mix such as personal selling, advertising, publicity are used to inform people about the availability of a product, its characteristics and features and to create desire in the mind of the people to buy the product. Sales promotion is an effort in the same direction and is another important element of the promotion mix which includes displays, free sample, trade fairs, exhibitions, discount coupons, deferred payment plans, etc. Objectives of Sales Promotion Different sales promotional tools have different objectives. For example, while a free sample may motivate a consumer to buy a product for the first time, a free check-up for existing durable product like television, refrigerator etc. may affect future purchase decision of the buyer. Some of the objectives of sales promotion are listed below : 1. Information to Customers: Sales promotion activities inform the potential buyer about the availability, features, uses etc. of the product. Thus, it offers additional support to promotional activities like advertising, publicity and personal selling (salesmanship). 2. Persuades Customers: Sales Promotion activities aim at arousing customers interest in the product and persuading them to buy. 3. Increase in Sales Volume: It aims at increasing sales. It is specially done during the periods when customer may not buy the product because it may not have immediate use, like a room cooler in winter, and a room heater in summer. The sales promotion schemes are a big help in making off-season sales and also in tempting the buyers to make quick decisions to purchase. 4. Incentive to Retailers: The main objective of sales promotional activities is to offer promotional support to retailers. Sales promotion schemes make sales easier. Incentive schemes help in getting shelf space for such products in new retail outlets. 5. Create Product Identity: A number of brands of a particular product are available in the market and it is very difficult to distinguish one from the other as all have similar features, prices, variety etc. Under sales promotion programme, product identity is established by offering additional features and incentives. This helps in building consumers preference for the specific products and brands. Tools Used In Sales Promotion Sometimes we get a small pack of tea, shampoo, soap or floor cleaner free from the manufacturer or producers. Have you ever thought why do companies distribute their products free like this? Because, their main intention is to attract the consumers attention towards the product and then make them feel tempted to buy the product. This is a tool of sales promotion. Some of such promotional tools are given below: 1. Distribution of Free Samples: As mentioned above, distribution of free sample is a commonly used sales promotion tool. It is a good method for introducing a new product or a brand in the market. Such free samples can be distributed at the door step, through fairs, or even through retail stores. 2. Bonus Offer: At times marketers offer something extra with standard products without any additional charge to the customer. It could be extra quantity of the same product or some other product of the company like toothbrush with toothpaste or any other related items as gift like a bucket with large pack of washing powder, and so on. 3. Price-off: To increase sale, or to reduce competition, many business firms cut down prices. Prices may also be cut down during off season to maintain certain volume of sales. 4. Exchange Offer: Under this scheme, companies generally attract the customers by offering a price cut on purchase of new product in exchange for an old product. Recently you must have seen many advertisements talking about such offers on purchase of new refrigerator, television, washing machine, motorbike, cars, etc. 5. Fairs and Exhibitions: Trade fairs, exhibitions and fashion shows are important tools of sales promotion. They provide a forum for demonstration and exhibition of products. A lot of important information about the product can be communicated to the customers through leaflets, brochures etc. during fairs and exhibitions. Especially in case of technical products like computer and electronic households gadgets, live demonstrations are undertaken. This cultivates customers interest and boosts their confidence in the product. 6. Free Offer: Many companies give free offers to boost the sales of their products. They offer products of similar or related nature with the purchase of main products. For example, VCR/VCD free with plasma TV is an example of such free offer. 7. Money Refund Offer: Of late, another method being used by marketeers to boost consumers confidence in a product is a promise of total refund of money spent on the product if the buyer is not happy with the products performance. Such offer not only arouses the customers interest in the product but also motivates them to make a trial.

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M9-Advertising Management 8. Discount Coupon: Discount Coupon is a certificate that entitles the holders a specified discount on purchase of a product. Such discount coupon may be issued by the company by mail or through the dealers. They can also be issued through newspapers. 9. Deferred Payment Plan: During 1980s, some of the airlines offered deferred payment plans - Travel today pay fare later for air journeys for promoting travel. It was quite a success. This plan is quite common now-a-days in case of TVs and airconditioners. 10. Contests: There may be a contest like quiz related to the product or slogan writing. In case of quizzes, the questions are generally prepared in a way that consumers feel forced to know about the company and the product in the hope of winning a prize. These contests can be held on television, radio and through the magazines.
ADVERTISING AND MARKETING

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Advertising is the paid, public, non-personal announcement of a persuasive message by an identified sponsor; the nonpersonal presentation or promotion by a firm of its products to its existing and potential customers. Marketing is the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so lets break it down a bit. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.
TYPES OF ADVERTISING

Advertising is a persuasive communication attempt to change or reinforce ones prior attitude that is predictable of future behavior. We are not born with the attitudes, which we hold toward various objects in our environment. Rather, we learn our feelings of favor ability or unfavor ability through information about the attitude object (e.g., advertising), or direct experience with the attitude object (e.g., tasting a new brand of beer), or some combination of the two. Advertising can be divided into two broad categories - consumer advertising and trade advertising. Consumer advertising is directed at the public. Trade advertising is directed at wholesalers or distributors who resell to the public. Consumer Advertising These are basically nothing but product or service advertisements directed towards the consumer or the customer as such. Such advertisements can be in the form of national or local advertisements also. National advertising is aimed at consumers throughout the entire country. National advertising usually attempts to create awareness among the public of a product or service, or it tries to build loyalty to a product or service. Local advertising is aimed at informing people in a particular area where they can purchase a product or service. Such kind of advertisements uses emotional or rational appeal in their advertisement. Advertisements such as that of DeBeers, pizza hut etc use the emotional appeal to attract the consumers. On the other hand advertisements such as the Kawasaki Bajaj caliber, Vim Bar etc. use the rational appeal to address its target audience. The advertisement of DeBeers uses an emotional appeal because the statement I have my feet firmly planted on the ground except when Im wearing the millennium diamond suggests that by wearing them u can fly high in the sky and feel like what Urmila does in the advertisement. Industrial Advertising Also known as business to business or b2b advertising, industrial advertising is the strategy of attracting the attention of another business and convincing that company to purchase the goods and services offered by another business. This type of advertising will likely use all the normal forms of generating publicity, including the placement of print ads in appropriate periodicals, direct mail campaigns, and any other means that is likely to produce the desired sales. Industrial advertising is common within just about every profession or industry type, and helps to meet the demand for a wide range of items that are necessary to conducting business within that industry. Institutional Advertising Institutional Advertising seeks to create a favorable impression of a business or institution without trying to sell a specific product. This type of advertising is designed solely to build prestige and public respect. For nonprofit institutions,

M9-Advertising Management such advertising helps support the institutions activitiesfor example, by encouraging blood donations or cash contributions for the work of an organization like the Red Cross. A for-profit business has other reasons for improving its reputation rather than trying to sell a particular product. In some cases a large company may sell a diversity of products. As a result, there is more value and greater efficiency in building a brand image for the company itself. If consumers learn to have a high regard for the company, then they are more likely to have a favorable opinion of all of the companys diverse products.
FORMS OF ADVERTISING

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Advertising can take a number of forms, including advocacy, comparative, cooperative, directmail, informational, institutional, outdoor, persuasive, product, reminder, point-of-purchase, and specialty advertising. Advocacy Advertising: Advocacy advertising is normally thought of as any advertisement, message, or public communication regarding economic, political, or social issues. The advertising campaign is designed to persuade public opinion regarding a specific issue important in the public arena. The ultimate goal of advocacy advertising usually relates to the passage of pending state or federal legislation. Almost all nonprofit groups use some form of advocacy advertising to influence the publics attitude toward a particular issue. One of the largest and most powerful nonprofit advocacy groups is the American Association of Retired Persons (AARP). The AARP fights to protect social programs such as Medicare and Social Security for senior citizens by encouraging its members to write their legislators, using television advertisements to appeal to emotions, and publishing a monthly newsletter describing recent state and federal legislative action. Other major nonprofit advocacy groups include the environmental organization Greenpeace, Mothers AgainstDrunk Driving (MADD), and the National Rifle Association (NRA). Comparative Advertising: Comparative advertising compares one brand directly or indirectly with one or more competing brands. This advertising technique is very common and is used by nearly every major industry, including airlines and automobile manufacturers. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided, thus making the effectiveness of comparison advertising questionable. In addition, companies that engage in comparative advertising must be careful not to misinform the public about a competitors product. Incorrect or misleading information may trigger a lawsuit by the aggrieved company or regulatory action by a governmental agency such as the Federal Trade Commission (FTC). Cooperative Advertising: Cooperative advertising is a system that allows two parties to share advertising costs. Manufacturers and distributors, because of their shared interest in selling the product, usually use this cooperative advertising technique. An example might be when a soft drink manufacturer and a local grocery store split the cost of advertising the manufacturers soft drinks; both the manufacturer and the store benefit from increased store traffic and its associated sales. Cooperative advertising is especially appealing to small storeowners who, on their own, could not afford to advertise the product adequately. Direct-Mail Advertising: Catalogues, flyers, letters, and postcards are just a few of the direct-mail advertising options. Direct-mail advertising has several advantages, including detail of information, personalization, selectivity, and speed. But while direct mail has advantages, it carries an expensive per-head price, is dependent on the appropriateness of the mailing list, and is resented by some customers, who consider it junk mail. Informational Advertising: In informational advertising, which is used when a new product is first being introduced, the emphasis is on promoting the product name, benefits, and possible uses. Car manufacturers used this strategy when sport utility vehicles (SUVs) were first introduced. Institutional Advertising: Institutional advertising takes a much broader approach, concentrating on the benefits, concept, idea, or philosophy of a particular industry. Companies often use it to promote image-building activities, such an environmentally friendly business practices or new community-based programs that it sponsors. Institutional advertising is closely related to public relations, since both are interested in promoting a positive image of the company to the public. As an example, a large lumber company may develop an advertising theme around its practice of planting trees in areas where they have just been harvested. A theme of this nature keeps the companys name in a positive light with the general public because the replanting of trees is viewed positively by most people. Outdoor Advertising: Billboards and messages painted on the side of buildings are common forms of outdoor advertising, which is often used when quick, simple ideas are being promoted. Since repetition is the key to successful promotion, outdoor advertising is most effective when located along heavily travelled city streets and when the product being promoted can be purchased locally. Only about 1 percent of advertising is conducted in this manner. Persuasive Advertising: Persuasive advertising is used after a product has been introduced to customers. The primary goal is for a company to build selective demand for its product. For example, automobile manufacturers often produce special advertisements promoting the safety features of their vehicles. This type of advertisement could allow automobile manufactures to charge more for their products because of the perceived higher quality the safety features afford. Product Advertising: Product advertising pertains to no personal selling of a specific product. An example is a regular television commercial promoting a soft drink. The primary purpose of the advertisement is to promote the specific soft drink, not the entire soft-drink line of a company. Reminder Advertising: Reminder advertising is used for products that have entered the mature stage of the product life cycle. The advertisements are simply designed to remind customers about the product and to maintain awareness. For example, detergent producers spend a considerable amount of money each year promoting their products to remind customers that their products are still available and for sale.

M9-Advertising Management Point-of-Purchase Advertising: Point-of-purchase advertising uses displays or other promotional items near the product that is being sold. The primary motivation is to attract customers to the display so that they will purchase the product. Stores are more likely to use point-of-purchase displays if they have help from the manufacturer in setting them up or if the manufacturer provides easy instructions on how to use the displays. Thus, promotional items from manufacturers who provide the best instructions or help are more likely to be used by the retail stores. Specialty Advertising: Specialty advertising is a form of sales promotion designed to increase public recognition of a companys name. A company can have its name put on a variety of items, such as caps, glassware, gym bags, jackets, key chains, and pens. The value of specialty advertising varies depending on how long the items used in the effort last. Most companies are successful in achieving their goals for increasing public recognition and sales through these efforts.
STEPS IN ADVERTISING PLANNING

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The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way, usually meaning that this must relate closely to the way that the reader thinks about the issues concerned. If you seek a response you must move then to create Desire, which relates benefits to the reader so that they will want them. Finally you must prompt an Action, which may be to call a telephone number or to complete and send of a reply coupon. Advertising that does not prompt action is a wasted opportunity. Offer a single impressive benefit, quickly and simply Research proves that where responses are required, the best adverts are those, which offer an impressive, relevant benefit to the reader. This 'promise' should ideally contain the business brand name, take no longer to read than is normal for the media and be clearly the most striking part of the advert. This point cannot be stressed enough; you must keep it quick, simple and to the point. Younger generations are extremely visually literate. They have been brought up on computer games, so they couldn't deal with a lot of polished copy, even if they wanted to." Think about the vocabulary and language you use; know your target audience: a simple test is to avoid any words or grammar that would not be found in the newspaper that the target group would read. Your message must be quick and easy to absorb. Use a clear layout, clear fonts and clear language. Do not distract the reader from the text by overlaying images or using fancy fonts. Use simple language, avoid complicated words, and keep enough space around the text to attract attention to it. Use simple traditional typestyles: serif fonts are quicker to read than sans serif. Use ten, eleven or twelve point-size for the main text; smaller or larger are actually more difficult to read and therefore less likely to be read. Avoid cluttering the advert with fancy images, colors and backgrounds. Make it easy to read. For the same reason avoids italics, shadows, light colors reversed out of dark, weird and wonderful colors. None of these improve readability, they all reduce it. Use simple black (or dark colored) text on a white (or light colored) background for maximum readability. Involve the reader in your writing style Refer to the reader as 'you' and use the second person ('you', 'your' and 'yours' etc) in the description of what your business does for the customer to get them visualizing their own personal involvement. Describe the service as it affects them in a way that they will easily relate to it. Incorporate something new People respond better and are more easily attracted initially to a concept that is new or original. If they've heard or seen it all before it will be no surprise that they take no notice at all. People must believe there's something in it for them right from the start. Develop a proposition that is special or unique Why should people be interested if your proposition is no different to your competition? You must try to emphasize what makes your service special. Unless your code of practice prevents you from claiming superiority over your competitors, you should put as much emphasis as you can behind your USP (unique selling point), and either imply or state directly that you are the only company to offer these things. Proposition or offer must be credible and believable The Advertising Standards Authority or equivalent would prevent you from making overly extravagant claims anyway, but you should still attempt to make your offer seem perfectly credible. This is usually best accomplished by explaining 'why' and 'how' you are able to do the things you are offering, in support of your claims; you can also increase credibility by showing references or testimonial quotes from satisfied customers. For example, if you claim particularly good customer service, this can be reinforced with an outline of your policy on seeking customer feedback and carrying out satisfaction surveys. Advertising is often referred to as a 'Black Art' because it is mysterious, and is rarely a precise science. Things sometimes work, which you imagine, wouldn't, and plenty of things you think should work, don't. An advertisement campaign determines what the advertiser wants to say. It also determines how, when, where, and to whom the advertiser wants to say it.

M9-Advertising Management The Planning process of Advertisements Campaigns includes the following activities: Situation Appraisal- before planning any activity, one requires relevant information regarding the situation. For planning an Ad campaign, we require information about the target market or consumer, the company or product and the competition. The three important research areas are: Consumer research and market research Product and company research Competitive research Situation Analysis- (analyzing strengths, weakness, opportunities and threats) From all the information collected, campaigns planners find out the strengths of the product. These strengths could be in any area. The strength often leads to new opportunities to be explored. Weaknesses make the product vulnerable to threats from others. Structural or Strategic Planning- Advertising is an art and a science. While the art comes from writing, designing and producing exciting advertisements, the science comes from scientific methods of research and strategic planning. Strategic planning is the process of making intelligent decisions. It starts with finding out what to do, deciding how to accomplish the objectives. It also decides whom to address (the target audience), how to distinguish the product, how much to spend (budgeting), and how long to run the campaign. Creative Planning- it includes developing a theme, the creative strategy and finally deciding the creative tactics. The theme needs to be a strong concept to be able to hold all there different and diverse ads together. A powerful theme brings about synergy to the campaign. A theme must always relate to and reflect the campaign objectives. Another step of creative planning is finding the creative strategy. The creative strategy outlines the impressions the campaign wants to create. Some common creative strategies are: 1. Generic Strategy- this is used by market leaders who ignore the presence of competitors 2. Pre-emptive claim strategy- here the brand is the first to pick up a particular feature. In the minds of the people, it becomes associated with that brand. Eg. Everybody associate PUF with Godrej refrigerators while it is present in all fridges. 3. Unique selling proposition (USP) strategy- here the campaign talks about some features, which is unique to that advertised brand and is not available in others. 4. Brand image strategy: when there are no strong differentiating features among the competitors, then branding try and create images. For example, Pepsi is the new generation drink; Maggi sauce is different. 5. Product Positioning- some times products or brands are positioned different from competing brands. For example, Maggi noodle is a two minute snack. Media Planning- the ultimate goal of advertising is to reach the target audience with the advertising message. Thus, the major decisions in media planning, which needs to be taken, are: Which media to be used? Where to advertise (geographic region)? When to advertise (timing and scheduling)? How intense the exposure should be (frequency)? Media planning is a behind the scene part of advertising. It plays an integral role in merging the science of marketing with the art of advertising. A media planner has to find out about the availability of various media, the media rates, their reaches and also analyze their effectiveness.

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UNIT 2: ADVERTISING MEDIA

UNDERSTANDING THE MEDIA

Media advertising takes into account advertising messages that appear on television, radio and the internet (generally referred to as electronic media) as well as newspapers and magazine advertising (referred to as print media). Even if they have nothing to do with advertising, people generally understand that there is a category called consumer advertising which conveys sales messages to consumers like you and me. Consumer media encompasses everything from beer to cars, shampoo to airplanes, toys to clothing. The consumer media category generally includes television, radio, internet, newspapers, magazines and billboards (or outdoor advertising). The trade media mainly consists of magazines, a handful of newspapers and the internet. Media is also categorized by market orientation. A magazine with a broad audience appeal is referred to as a horizontal publication. In the consumer field, USA Today or Time magazine are considered horizontal media since they appeal to a very broad audience including a wide range of ages, incomes, life styles, education, occupations, hobbies, religious beliefs and political philosophies. Vertical market publications such as: Flying, Field & Stream, Working Woman, Golf and Car & Driver appeal to a narrower, more defined segment of the total market and are thus referred to as vertical media. In the trade media the same sort of broad categories also exist. Business Week, Fast Company, Fortune, Forbes and The Wall Street Journal are considered horizontal publications because of their broad business appeal. However, the more discerning reader of these publications will find that Fortune is aimed at readers interested in the goings on in the large, established corporations, whereas Fast Company aims its coverage at young entrepreneurial companies. Examples of vertical media on the business side might include such publications as Professional Builder, Electronics Supply & Manufacturing, Machine Design, Metal Architecture, Trusts & Estates, Traffic World, U.S. Pharmacist and Banking. There is another special category of publicationsassociation and relationship media. These include publications from groups such as AARP, Rotary, museum publications and many other types of organizations that communicate to a large, loyal and supportive member audience. If you watch closely you will see that the internet is evolving in a very similar, thought more fragmented, fashion. The internet also offers another dimension that goes beyond any of the above mentioned media. It seems easy: If you want to reach a potential prospect in the banking field, logic dictates that you pick a banking magazine for your advertising. That makes good sense, except which of the banking magazines should you choose? There are quite a few. Each publication, of course, puts up a strong argument for being the best buy for your advertising. Thus, after listening to three, four or five magazine sales people youre more confused than ever. Furthermore, the numbers never tell the whole story. Forget spending lots of time deciphering studies with pie charts. The best way out of these woods is to take several issues of each magazine, get comfortable in a quiet place where you wont be disturbed and read the magazines. Yes, actually read them. Study them. Look at how they are organized. Check out the table of contents. Read the stories for content and substance. Are they packed with information? Or are they just light and fluffy? Do they cover trends in the industry? Do they have some solid editorial writing? Some magazines are so fat on advertising that they barely have room for a story or two. Remember, people read magazines for the editorial content. Well-written articles create a receptive environment for your advertising. Some advertisers flock to the magazines with the largest number of big, beautiful ads. Some people will look to see if the giants in the industry are running ads in a particular magazine. This presents a forceful argument for choosing the magazines the leaders have chosen; after all, they must know more because they are bigger. Well, let me tell you, there have been plenty of big advertisers who have stuck with a magazine long after it has ceased to serve its readers with the excellence that made it the right choice in the past. Some businesses make their media selection based on the magazines found in customer lobbies, or what is most noticeable on a customers desk. This may work fine at times, but it may also lead you astray. Some magazines make great lobby displaystheyre not read, and not influential with the real buying decision- makers for your products. Mind you, Im not suggesting that you ignore reader data provided by the publisher; but before you make a choice, go beyond the obvious. When you are out visiting customers or talking to them on the phone, ask them Which magazine do you find most helpful in your work? Which one do you refer to most often to keep you abreast of the industry? Sometimes the answers you get will simply bear out what you already knew; other times you will be surprised. This kind of analysis also holds true for the Internetwhere do your prospects congregate? What sites do they visit regularly to stay informed? There are, however, situations in which you find two or three publications that appear to compete head to head in a given industry. When that happens, pick one out of the group and focus your resources on it. You can have more impact by focusing your limited resources on one publication than spreading your dollars around. Another very important piece of information to keep in mind concerning vertical trade media is that in todays fast-paced competitive global environment, yesterdays vertical media is todays horizontal media. Market segments are getting sliced thinner and thinner all the time. If you want to succeed, if you want to become a leader, you have to carve out a niche market of your very own. Use todays vertical media as your overall market coverage medium and use targeted marketing to reach a highly specified audiencean audience you know more about than anyone else, an audience whose needs fit perfectly with your companys capabilities, an audience you can serve better than even your largest competitor, an audience for which you can redefine quality and service.

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ADVERTISING THROUGH VARIOUS MEDIA

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Print Advertising Newspapers, Magazines, Brochures, Fliers The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper. Outdoor Advertising Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the companys products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. Broadcast Advertising Television, Radio and Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles. Covert Advertising Movies and Serials Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard. New Media Mobile and Internet With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew.
ADVERTISING MEDIA PLANNING

The two basic tasks of marketing communications are message creation and message dissemination. Media planning supports message dissemination. Media planning helps you determine which media to use--be it television programs, newspapers, bus-stop posters, in-store displays, banner ads on the Web, or a flyer on Facebook. It also tells you when and where to use media in order to reach your desired audience. Simply put, media planning refers to the process of selecting media time and space to disseminate advertising messages in order to accomplish marketing objectives. When advertisers run commercials during the Super Bowl game at more than $2.5 million per thirty-second spot, for example, media planners are involved in the negotiation and placement. Media planners often see their role from a brand contact perspective. Instead of focusing solely on what medium is used for message dissemination, media planners also pay attention to how to create and manage brand contact. Brand contact is any planned and unplanned form of exposure to and interaction with a product or service. For example, when you see an ad for Volkswagen on TV, hear a Mazda's "zoom zoom" slogan on the radio, are told by a friend that her iPod is the greatest invention, or sample a new flavor of Piranha energy drink at the grocery store, you are having a brand contact. Television commercials, radio ads, and product sampling are planned forms of brand contact. Word of mouth is an unplanned brand

M9-Advertising Management contact - advertisers normally do not plan for word of mouth. From the consumer's perspective, however, unplanned forms of brand contact may be more influential because they are less suspicious compared to advertising. The brand contact perspective shows how the role of media planners has expanded. First, media planners have moved from focusing only on traditional media to integrating traditional media and new media. Second, media planners are making more use of product placements now, in lieu of advertising insertions. Advertising insertions, like print ads or television commercials, are made separately from the content and are inserted into it. Finally, the role of media planners has expanded as media planners have moved beyond planned messages to take advantage of unplanned messages as well. Whereas planned messages are what advertisers initiate like an ad, press release or sales promotion whereas unplanned messages are often initiated by people and organizations other than advertisers themselves. Word of mouth, both online and offline, is one form of unplanned message. Although advertisers have little direct control over the flow of unplanned messages, they can facilitate such a flow.
MEDIA OBJECTIVES

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Media planning is a four-step process which consists of 1) setting media objectives in light of marketing and advertising objectives, 2) developing a media strategy for implementing media objectives, 3) designing media tactics for realizing media strategy, and 4) proposing procedures for evaluating the effectiveness of the media plan. Let's take a look at the planning process through an example: P&G's launch of the Gillette Fusion shaving system for men in early 2006. First, P&G's media objectives called for a $200 million media blitz to reach men in the U.S. Second, P&G's strategy included a mix of national media to introduce the brands. For example, television advertising, such as a $5 million Super Bowl ad campaign, portrayed Fusion as an advanced technology found in a secret government UFO lab. The TV ads also established the brand's signature orange and blue color scheme. In store aisles, 180,000 display units promoted Fusion, using the brand's colors to catch consumers' attention. "We're trying to put the product wherever men shop," said Pauline Munroe, marketing director for blades and razors in P&G's Gillette business unit. Third, P&G's media tactics -- such as a Father's Day sweepstakes, an episode of NBC's The Apprentice in which the show's teams competed to promote the razor, and sponsorship of competitive surfing -- helped the company reach men of all ages. "Fusion will get so much attention that it will drive a lot of men to try these grooming products," said Gary Stibel of New England Consulting Group. Finally, P&G used sales and market share targets to assess the effectiveness of the media plan. P&G expects sales of Fusion to reach $1 billion in sales by year three. P&G knows that the brand has already achieved 25% market share in the U.S. Thus, although $200 million seems like a lot to spend on advertising a new product, it represents a sound financial investment toward the tremendous future profit that P&G will gain from the new shaving system. Now, let's take a deeper look into the media planning process. Media planning, such as planning the marketing communications for the launch of the Fusion new shaving system, starts with setting media objectives. Media objectives usually consist of two key components: target audience and communication goals. The target audience component of the media objectives defines who is the intended target of the campaign. For example, P&G's target audience objective for its Fusion shaving system was men 18-40 years old. The communications goals component of the media objectives defines how many of the audience the campaign intends to reach and how many times it will reach them. In short, media objectives are a series of statements that specify what exactly the media plan intends to accomplish. The objectives represent the most important goals of brand message dissemination, and they are the concrete steps to accomplish marketing objectives. 1. Target Audience The first objective of a media plan is to select the target audience: the people whom the media plan attempts to influence through various forms of brand contact. Because media objectives are subordinate to marketing and advertising objectives, it is essential to understand how the target audience is defined in the marketing and advertising objectives. The definition may or may not be exactly the same, depending on the marketing and advertising objectives and strategies. Demographics and Psychographics The target audience is often defined in terms of demographics and psychographics. Syndicated research services such as Simmons Market Research Bureau (SMRB or Simmons) and Mediamark Research Inc. (MRI) provide national data on a number of demographics of U.S. consumers, including gender, age, education, household income, marital status, employment status, type of residence, and number of children in the household. Using demographic variables, for example, the target audience of a media plan could be "individuals who are 26-to-45 years old with yearly household income of $50,000 or more" or "all households with children age 3 years or younger." Some advertisers believe that demographic definitions of a target audience are too ambiguous, because individual consumers that fit such definitions can be quite different in terms of their brand preference and purchase behavior. For example, think about the students in a media planning class. Even though some of them are the same age and gender, they may like different brands of toothpaste, shampoo, cereal, clothing, and other products. Therefore, media planners use psychographics to refine the definition of the target audience. Psychographics is a generic term for consumers' personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about abortion, environment, globalization), personal interests (music, sports, movie going), and shopping orientations (recreational shoppers, price-sensitive shoppers, convenience shoppers). Mazda,

M9-Advertising Management for example, doesn't define its target audience by age, income or gender, but by psychographic principles. Mazda targets people who have a need for self-expression, are young at heart, and love to drive. One psychographic system which media planners often use is called VALS (short for Values and Lifestyles), which was developed by SRI in the 1980s. VALS places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire. The eight segments are: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers and Survivors. Each segment has a unique set of psychological characteristics. For example, Innovators are "successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services." Defining a target audience by psychographic variables helps not only creative directors with the development of advertising appeals but also media planners with the selection of effective media channels. If a psychographic group of consumers likes playing golf, for example, they are likely to read golf-related magazines and visit golf-related Web sites. Product and Brand Usage Target audiences can also be more precisely defined by their consumption behavior. Product usage includes both brand usage (the use of a specific brand such as Special K cereal or Dove soap) and category usage (the use of a product category such as facial tissue or chewing gum). Product use commonly has four levels: heavy users, medium users, light users and non-users. The levels of use depend on the type of product. For example, Simmons defines heavy domestic beer users as those who consume five or more cans in the past 30 days, medium beer users as those who consumer two to four cans, and light users as those who consume one can in 30 days. For travel, Simmons' definitions are: three foreign trips per year indicate heavy travel users, 2 foreign trips per year are medium travel users, and 1 trip per year are light travel users. There is a popular saying in the industry: "the twenty percent who are heavy users account for eighty percent of the sales of a product." This highlights the importance of heavy users for a brand's performance. Examples of defining a target audience by product usage can be "individuals who dine out at least four times in a month" or "individuals who made domestic trips twice or more last year." Similarly, brand usage has several categories. Brand loyals are those who use the same brand all the time. Primary users use a brand most of the time but occasionally also use other brands in the same category; they are secondary users for these competing brands. Brand switchers are those who have no brand preference for a given product category but choose a brand on the basis of situational factors. An analysis of the brand usage pattern is helpful for the identification of the appropriate target audience. Simmons and MRI offer brand usage data for many national brands. Primary and Secondary Target Audience The target audience in a media plan can be either primary or secondary. A primary target audience is one that plays a major role in purchase decisions, while a secondary target audience plays a less decisive role. In the case of video game players, for example, children's requests often initiate a purchase process; parents often respect their children's brand selection. Thus, it is reasonable to consider children as the primary target audience and their parents as the secondary target audience. If the parents are aware of the advertised brand, it will be easier for children to convince them of the purchase. Media planners need to examine and identify the role of consumers in shopping, buying and consuming a product or service to target the right groups of consumers effectively. The Size of Target Audiences In the process of defining a target audience, media planners often examine and specify the actual size of a target audience - how many people or households fit the definition. Knowing the actual size helps advertisers to estimate the potential buying power of the target audience. For example, if the target audience of a campaign is defined as working women 26 to 44 years old who are interested in receiving daily news updates on their mobile phones, media planners should estimate the number of these women in the U.S. to quantify the sales potential. 2. Communication Goals After media planners define the target audience for a media plan, they set communication goals: to what degree the target audience must be exposed to (and interact with) brand messages in order to achieve advertising and marketing objectives. For example, one communication goal can be that 75 percent of the target audience will see the brand in television commercials at least once during a period of three months. Another communication goal is that 25 percent of the target audience will form a preference for a new brand in the first month of the brand launch. The different communication goals can be better understood in a hierarchy of advertising objectives, such as Bill Harvey's expansion of an earlier model of Advertising Research Foundation (ARF). The expanded ARF model has ten levels, as shown in Figure 1. The first three levels of goals from the bottom -- vehicle distribution, vehicle exposure, and advertising exposure -- are particularly relevant for media planning. Vehicle distribution refers to the coverage of a media vehicle, such as the number of copies that a magazine or newspaper issue has, or the number of households that can tune in to a given television channel. Vehicle exposure refers to the number of individuals exposed to the media vehicle, such as the number of people who read a magazine or watched a television program. Advertising exposure refers to the number of individuals exposed an ad or a commercial itself. It is important to note the difference between vehicle exposure and advertising exposure for many media with editorial content. For example, not all audience members of a television program will watch all the commercials interspersed in the

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M9-Advertising Management program. A study shows that only 68 percent of television audiences watch the commercials in television programs. Vehicle exposure represents only an opportunity to see an ad, not necessarily that the ad has actually been seen. In reality, advertising exposure is rarely measured, and media planners use vehicle exposure as a proxy measure of advertising exposure. Another group of communication goals is advertising recall, advertising persuasion, leads and sales. Advertising recall represents the cognitive effect of the ad, advertising persuasion represents the emotional effect of the ad, and leads and sales are the behavioral effects of the ad. Each can be specified in a media plan as a communication goal. For example, a communication goal can specify that 50% of the target audience will recall the radio ad during the month of the campaign, or that a campaign will generate 3000 leads. Reach, Frequency and Gross Rating Points Media planners often define the communication goals of a media plan using the three interrelated concepts of reach, gross rating points, and frequency. Media planners use Reach to set their objective for the total number of people exposed to the media plan. Reach is one of the most important terms in media planning and has three characteristics. First, reach is a percentage, although the percentage sign is rarely used. When reach is stated, media planners are aware of the size of the target audience. For example, if a media plan targets the roughly 5 million of women who are 18-25 years old, then a reach of 50 means that 50% or 2.5 million of the target audience will exposed to some of the media vehicles in the media plan. Media planners use reach because it represents that total number of people exposed to the marketing communication. Besides reach, media planners use Gross Rating Points as a shorthand measure of the total amount of exposure they want to buy from media outlets such as TV networks. For example, the 2006 Super Bowl game received a rating of 42, which means 42 percent of U.S. television households tuned in to the program. If an advertiser planned to run a commercial once during the Super Bowl, that ad would appear in 42% of households. If the commercial was run only once, the reach is equal to the rating of the program, a GRP of 42. If the advertiser's media plan called for running the ad twice during the Super Bowl, the GRP would be 2*42 = 84. Media planners often think in terms of gross rating points because ad prices often scale with this measure. As a rule of thumb, it costs about twice as much to obtain a GRP of 84 as to obtain a GRP of 42. A media plan that calls for a GRP of 84 doesn't necessarily mean that the advertiser must advertise twice on the Super Bowl. The advertiser could also buy 6 spots on popular primetime shows that each have a rating of 14 (6*14 = 84) or buy a large number of spots (say 42 spots) on a range of niche-market cable TV programs, radio stations or magazines that have a rating of 2. Some media vehicles are best-suited to specific target audiences. For example, the Nickelodeon TV channel controls 53% of kids GRPs. Frequency is the ratio of GRP over reach. Frequency is a measure of repetition. The formula of calculating frequency is: Frequency = Gross rating points / Reach Using the Super Bowl example again, if the GRPs were 84 and the reach was 56, then the frequency would then be 1.5 (84/56=1.5). A frequency of 1.5 would mean that, on average, audience members of the Super Bowl game had oneand-a-half opportunities to watch the ad. The media objectives of a media plan often call for some combination of reach and frequency. Media planners want the highest reach possible because that means more people will be exposed to the campaign, which should lead to more brand awareness, customer loyalty, sales, and so on. Media planners also seek high frequency if they feel that consumers will only take action (that is, buy the product) after multiple exposures to the campaign. For example, launching a new brand or teaching consumers about the features of a product (like the features of a five-bladed shaving system) may take several impressions. Frequency Distribution, Effective Frequency and Effective Reach Media planners also consider frequency distribution in order to fully understand exactly how many exposures different people experience; that is, how many people will see the ad once, twice, three times, etc. This lets the planner estimate the effective reach of the plan at the effective frequency needed by the campaign? The number of people who see the ads a sufficient number of times for the media plan to be effective. Effective frequency refers to the minimum number of media exposures for a communication goal to be achieved, while effective reach is the reach (% of households) at the effective frequency level. Media planners choose an effective frequency based on the communication goals. Communication goals vary across the continuum from awareness, preference, attitude change to trial, purchase, and repurchase. To change brand attitude requires more exposures (higher effective frequency) than does creating brand awareness. If the effective frequency is set for a given communication goal, the reach at that effective frequency level will be the effective reach. Let's go back to the Super Bowl example. A total of 28% of households see the ad twice by watching the entirety of the game. During the first half, 14% of households see the ad once but then don't watch the second half. Another 14% join the game in progress and see the ad once during the second half. Thus, 14+14 = 28% see the ad just once. This leaves 44% of households (100% - 28% - 28%) who never see the ad. In summary, the frequency distribution is: reach of 28 at the frequency of 2; reach of 28 at the frequency of 1; and reach of 44 at the frequency of 0 (also called non-reach).

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M9-Advertising Management Setting Communication Goals Media planners can set communication goals based on the level of reach. That is, how many of the target audience should be reached with the media plan, say 50%, 75% or 95%? Theoretically, a reach of 100 is possible, but it is rarely a communication goal because some audience members may not use any of the media, making them unreachable. What, then, would be the optimal level of reach for a given product category or a market situation? There is no quick answer to this question; it all depends on the media planner's analysis of major factors facing the brand. Media experts suggest high reach is appropriate when something new is associated with the brand, such as new features, new sales incentives, new packaging or new service opportunities. The newness requires a high level of awareness among the target audience. A high reach is also often necessary in three other situations: a) advertising in support of sales promotion activities, b) for reminder advertising for a mass market product, and c) when the brand faces severe competition. When setting levels of frequency, media planners have more rules of thumb to choose from when setting levels of reach. For example, media planners have often been setting a frequency of 3 during a purchase cycle, following Michael Naples' seminal study of effective frequency published in 1979. Naples' study suggests that there is a threshold level of repetition; advertising below the threshold level will be ineffective. Therefore, three exposures during a purchase cycle are necessary. Many media planners still use this rule in setting the effective frequency of a media plan. More recently, Philip Jones found that one exposure generates the highest proportion of sales and that additional exposures add very little to the effect of the first. Erwin Ephron further developed the concept of "recency planning" and suggested that one exposure within a purchase cycle should be set as close to the actual purchase moment as possible. Recency planning starts with the idea that when is more important than how many; That is, advertising will be most effective if it is timed to when a consumer is in the market to buy the product or service. In the short-term, therefore, additional exposures are likely to be wasteful because audience members are not in the buying mode. In some cases, advertisers know when consumers are in the market, such as Wyoming's ads during the spring when many people are planning summer vacations. In addition to the reach and frequency goals, media planners may set goals for other forms of communication. For example, promotional activities may be used in a media plan, such as sweepstakes, contests and coupons. Media planners estimate and specify response rates for these activities. By establishing communication goals, media planners set the stage for assessing the effectiveness of a media plan at the end.
MEDIA STRATEGIES

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Media planners make three crucial decisions: where to advertise (geography), when to advertise (timing), and what media categories to use (media mix). Moreover, they make these decisions in the face of budget constraints. The actual amount of money that an advertiser spends on marketing communications can vary widely, from billions of dollars for multinational giants such as Procter & Gamble, to a few thousand dollars for local "mom-n-pop" stores. In general, companies spend as little as 1% to more than 20% of revenues on advertising, depending on the nature of their business. Regardless of the budget, some media options are more cost effective than others. It is the job of media planners to formulate the best media strategies allocating budget across media categories, geographies, and time. Let's look at each of these three decisions in turn, and then consider cost effectiveness. 1. Media Mix Decisions Which media should the advertiser use? Media planners craft a media mix by considering a budget-conscious intersection between their media objectives and the properties of the various potential media vehicles. That is, they consider how each media vehicle provides a cost-effective contribution to attaining the objectives, and then they select the combination of vehicles that best attain all of the objectives. When making media mix decisions, planners look to a whole spectrum of media, not just to traditional media vehicles such as TV, radio, and print. That is, media planners consider all the opportunities that consumers have for contact with the brand. These opportunities can be non-traditional brand contact opportunities such as online advertising, sweepstakes, sponsorships, product placements, direct mail, mobile phones, blogs, and podcasts. The scale and situations of media use are especially important when evaluating suitable brand contact opportunities. For example, product placement in a video game makes sense if the target audience plays video games. Sweepstakes make sense if many of the target audience find sweepstakes attractive. Mix Strategy: Media Concentration vs. Media Dispersion A media planner's first media mix decision is to choose between a media concentration approach or a media dispersion approach. The media concentration approach uses fewer media categories and greater spending per category. This lets the media planner create higher frequency and repetition within that one media category. Media planners will choose a concentration approach if they are worried that their brand's ads will share space with competing brands, leading to confusion among consumers and failure of the media objectives. For example, when Nestle launched its 99% fat-free cereal Fitnesse, the similarity of ads actually increased the sales of the competing Kellogg's Special K Cereal.

M9-Advertising Management Media planners can calculate or measure share of voice to estimate the dominance of their message in each category of media they use. Share of voice is the percentage of spending by one brand in a given media category relative to the total spending by all brands that are advertising in that media category. A company can create a high share of voice with a concentrated media strategy. That is, the company can be the dominant advertiser in a product category in the chosen channel. Moreover, because only one set of creative materials will need to be prepared, a concentrated media strategy lets advertisers spend a higher percentage of their budget on frequency and reach. But a concentrated strategy is also an "all-eggs-in-one-basket" strategy. If the particular ad is not well received or the particular media category only reaches a fraction of the intended target audience, then it will perform poorly. In contrast, media planners choose a media dispersion approach when they use multiple media categories, such as a combination of television, radio, newspapers and the Internet. Media planners will use dispersion if they know that no single media outlet will reach a sufficient percentage of the target audience. For example, a concentrated approach using only ads on the Internet might reach only 30% of the target consumers because some consumers don't use the Internet. Similarly, a concentrated approach using national news magazines might reach only 30% of the target audience, because not every target customer reads these magazines. But a dispersed approach that advertises in print magazines as well as on Web sites might reach 50% of the target audience. Media planners also like the dispersion approach for the reinforcement that it brings consumers who see multiple ads in multiple media for a given brand may be more likely to buy. Media Category Selection Whether media planners select media concentration or media dispersion, they still must pick the media category(ies) for the media plan. Different media categories suit different media objectives. Most media options can be classified into three broad categories: mass media, direct response media, and point-of-purchase media. A media planner's choice will depend on the media objectives. If the media planner wants to create broad awareness or to remind the largest possible number of consumers about a brand, then he or she will pick mass media such as television, radio, newspaper and magazine. If the media planner wants to build a relationship with a customer or encourage an immediate sales response, then direct response media such as direct mail, the Internet and mobile phone are good choices. For example, online ads for car insurance such as link directly to the application process to capture the customers right at the time they are interested in the service. Finally, if media planners want to convert shoppers into buyers, then they might use point-of-purchase media such as sampling, coupons and price-off promotions. In short, each of these three categories of media serve a different role in moving the customer from brand awareness to brand interest to purchase intent to actual purchase and then to re-purchase. An integrated campaign, such as the one described for P&G's Fusion shaving system, might use multiple categories -- combining national TV ads to introduce the product, Internet media to provide one-to-one information, and in-store displays to drive sales. The creative requirements of a media category also affect media planners' decisions. Each media category has unique characteristics. For example, television offers visual impact that interweaves sight and sound, often within a narrative storyline. Magazines offer high reproduction quality but must grab the consumer with a single static image. Direct mail can carry free samples but can require compelling ad copy in the letter and back-end infrastructure for some form of consumer response by return mail, telephone or Internet. Rich media ads on the Internet can combine the best of TV-style ads with interactive response via a click through to the brand's own Web site. Media planners need to consider which media categories provide the most impact for their particular brand. The costs of developing creative materials specific to each media category can also limit media planners' use of the media dispersion approach. 2. Geographic Allocation Decisions In addition to allocating advertising by media category, media planners must allocate advertising by geography. In general, a company that sells nationally can take one of three approaches to geographic spending allocation: a national approach (advertise in all markets), a spot approach (advertise only in selected markets), or a combined national plus spot approach (advertise in all markets with additional spending in selected markets). Media planners will choose a national approach if sales are relatively uniform across the country, such as for Tide laundry detergent or Toyota automobiles. A national approach will reach a national customer base with a national advertising program. For many other products, however, a company's customers are concentrated in a limited subset of geographic areas, which makes a spot approach more efficient. For example, the sales of leisure boats are much higher in markets such as Florida, California and Michigan due to the large water areas in these markets. A spot approach will target these states. For example, a leisure boat manufacturer such as Sea Ray might use a spot approach to target Florida, California and Michigan while not advertising in other states like Iowa or Nebraska. Media planners perform geographic analyses by assessing the geographic concentration of sales in two ways. The first method is called the Brand Development Index (BDI) of a geographic region. BDI measures the concentration of sales of a company's brand in that region. The second method is called the Category Development Index (CDI) and measures the concentration of sales of the product category (across all brands) in that region.

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M9-Advertising Management Media planners use BDI to measure a brand's performance in a given market in comparison with its average performance in all markets where the brand is sold. Mathematically, BDI is a ratio of a brand's sales in a given geographic market divided by the average of its sales in all markets. BDI is calculated for each geographic area (Market X) using the following formula: Market X's Share of Total Brand Sales BDI = -------------------------------------------------- X 100 Market X's Share of U.S. Population Consider the BDI for visitors to the state of Louisiana -- the geographic concentration of people who travel to Louisiana for business or pleasure. The BDI for Houston is 658 because Houston is 1.8% of the U.S. population, but Houstonians make up 11.8% of visitors to Louisiana (100 * (11.8%/1.8%) = 658). Because Houston's BDI is higher than 100, it means that many more Houstonians come to Louisiana than the average from other cities. In contrast, the New York City area has a very low BDI of only 10 because even though New York City has 7.2% of the U.S. population, this city contributes only 0.7% of visitors to Louisiana. This disparity in BDI influences Louisiana's advertising strategy. Media planners will tend to allocate more resources to high BDI markets (greater than 100) than to low BDI markets. The point is that even though New York City has a much larger population, it has a much lower concentration of travelers to Louisiana. Given that the cost of advertising is often proportional to the population it reaches, advertising in New York City will be far more expensive than advertising in Houston. Because such a low percentage of New Yorkers travel to Louisiana, advertising to New Yorkers will be less effective than advertising to Houstonians. BDI doesn't tell the whole story, however, because BDI only measures the concentration of current sales. BDI doesn't reflect the concentration of potential sales as measured by sales of the entire product category. So, media planners use another number, CDI, in addition to BDI when allocating resources for spot advertising. CDI is a measure of a product category's performance in a given geographic market in comparison to its average performance in all markets in the country. The sales of a product category include the sales of all the brands (the company's and competitors' brands) or at least all major brands that fall in the category. The CDI formula is: Market X's Share of Total Category Sales CDI = ---------------------------------------------------- X 100 Market X's Share of U.S. Population Notice the similarities and differences of the CDI formula compared to the BDI formula. The denominator of the CDI formula is the same as that of the BDI formula, but the numerator for CDI is the share of the product category in a given market. For example, if the sales of the product category in Market X account for 2 percent of its total sales in the U.S. and the population in that market is 3 percent of the U.S. population, then the CDI for that market will be 67, which is 33 percent below the average of 100. That means a poorer-than-average consumption of the product category, which means that Market X may be less promising for spot market advertising. On the other hand, markets with a high CDI (higher than 100) may be a better market for that product category. 3. Media Schedule Decisions Having decided how to advertise (the media mix) and where to advertise (allocation across geography), media planners need to consider when to advertise. Given a fixed annual budget, should all months receive equal amounts of money or should some months receive more of the budget while other months receive less or nothing? Media planners can choose among three methods of scheduling: continuity, flight, and pulse. Continuity scheduling spreads media spending evenly across months. For example, with an annual budget of $1,200,000 a year, continuity scheduling would allocate exactly $100,000 per month. This method ensures steady brand exposure over each purchase cycle for individual consumers. It also takes advantage of volume discounts in media buying. However, because continuity scheduling usually requires a large budget, it may not be practical for small advertisers. The flight scheduling approach alternates advertising across months, with heavy advertising in certain months and no advertising at all in other months. For example, a board game maker like Parker Brothers might concentrate its advertising in the fall when it knows that many people buy board games as gifts for the holidays. Or, with the same budget of $1,200,000, for example, a different brand could spend $200,000 per month during each of six months - January, March, May, July, September and December and spend nothing during the other months, in hopes that the impact of advertising in the previous month can last into the following month. Pulse scheduling combines the first two scheduling methods, so that the brand maintains a low level of advertising across all months but spends more in selected months. For example, an airline like United Airlines might use a low level of continuous advertising to maintain brand awareness among business travelers. United Airlines might also have seasonal pulses to entice winter-weary consumers to fly to sunny climes. In budget allocation terms, a consumer goods brand may spend $5,000 in each of the twelve months to maintain the brand awareness and spend an additional $10,000 in January, March, May, July, September and December to attract brand switchers from competing brands. The pulse scheduling method takes advantage of both the continuity and flight scheduling methods and mitigates their weaknesses. However, this does not mean it is good for all products and services. Which method is the most appropriate for a given campaign depends on several important factors.

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M9-Advertising Management How do media planners select among continuity, flight, and pulse scheduling approaches? The timing of advertising depends on three factors: seasonality, consumers' product purchase cycle, and consumers' interval between decision-making and consumption. The first, and most important, factor is sales seasonality. Companies don't advertise fur coats in summer and suntan lotions in winter. Likewise, some products sell faster around specific holidays, such as flowers on Mother's Day, candy on Halloween, and ornaments around Christmas. Companies with seasonal products are more likely to choose flight scheduling to concentrate their advertising for the peak sales season. Other goods, however, such as everyday products like milk and toothpaste, may lack a seasonal pattern. Everyday goods may be better served by a continuity approach. Media planners can use a breakdown of sales by month to identify if their brand has seasonal fluctuations, which can serve as a guide for the allocation. They can allocate more money to high-sales months and less to low-sales months. The second factor that affects when advertising is scheduled is the product purchase cycle: the interval between two purchases. Fast-moving consumer goods such as bread, soft drinks and toilet paper probably require continuous weekly advertising in a competitive market to constantly reinforce brand awareness and influence frequently-made purchase decisions. In contrast, less-frequently purchased products such as carpet cleaner or floor polisher may only need advertising a few times a year. A third factor that affects media scheduling is the time interval between when the purchase decision is made and when a product or service is actually bought and consumed. For example, many families who take summer vacations may plan their trips months before the actual trips. That is, they make purchase decision in advance. Thus, travel industry advertisers will schedule their ads months before the summer, as we saw in the Wyoming example. Destination advertising has to be in sync with the time of decision making, instead of the actual consumption time. New product launches usually require initial heavy advertising to create brand awareness and interest. The launch period may last from a few months to a year. As mentioned earlier, P&G launched its Gillette six-bladed Fusion shaving system with advertising on Super Bowl XL, the most expensive form of advertising in the world. If consumers like the product, then personal influence in the form of word-of-mouth or market force (brand visibility in life and media coverage) will play a role in accelerating the adoption of a new brand. Personal influence and market force are "unplanned" messages, which often play an important role in new product launches. Media planners should take advance of these "unplanned" messages in a new product launch campaign.
DESIGNING MEDIA TACTICS

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Establishing media objectives and developing media strategies are the primary tasks of media planners. Designing media tactics is largely carried out by media buyers. Media buyers select media vehicles to implement established media strategies. Among the major factors that affect media vehicle selection are reach and frequency considerations. 1. Reach Considerations As a major component of media objectives, the planned level of reach affects not only media mix decisions but also what media vehicles are used in each media category. High levels of reach will require a different set of media vehicles than low levels of reach. That is, high levels of reach can be better served with a mix that includes multiple media vehicles with different audiences so that cross-media duplication of audience is minimal. For example, if there are three magazines that each reach a portion of the target audience but that have few readers who read more than one magazine, advertising in these three magazines would reach the widest target audience possible because of the low overlap of the readers of the these magazines. 2. Frequency Considerations In contrast to high levels of reach, high levels of frequency can be effectively achieved through advertising in a smaller number of media vehicles to elevate audience duplications within these media vehicles. A commercial that runs three times during a 30-minute television program will result in higher message repetition than the same commercial that runs once in three different programs. Broadcast media are often used when high levels of frequency are desired in a relatively short period of time. Broadcast media usually enjoy a "vertical" audience, who tune in to a channel for more than one program over hours. Another phenomenon in broadcast media is audience turnover, which refers to the percentage of audience members who tune out during a program. Programs with low audience turnover are more effective for high levels of frequency. 3. Media Vehicle Characteristics With reach and frequency considerations in mind, media buyers will compare media vehicles in terms of both quantitative and qualitative characteristics. Quantitative characteristics are those that can be measured and estimated numerically, such as vehicle ratings, audience duplication with other vehicles, geographic coverage, and costs. Media buyers will choose vehicles with high ratings and less cross-vehicle audience duplication when they need high levels of reach. Media buyers also evaluate the geographic coverage of media vehicles when implementing spot advertising such as heavy advertising in certain geographic regions. Finally, media buyers pay attention to the costs of each media vehicle. When two media vehicles are similar in major aspects, media buyers choose the less expensive media vehicle. In contrast to these quantitative characteristics, qualitative characteristics of media vehicles are those that are primarily judgmental, such as vehicle reputation, editorial environment, reproduction quality, and added values. For example, media

M9-Advertising Management vehicles vary in reputation; newspapers such as The New York Times and The Wall Street Journal generally enjoy high reputation. Furthermore, the editorial environment can be more or less favorable for advertisers. The impact of food ads, for instance, can be enhanced when they appear around articles about health or nutrition. Likewise, some magazines are better in reproduction quality than others, which enhance the impact of the ads. Finally, some media vehicles offer added values. Added values take various forms, and they benefit advertisers without additional cost. For example, a newspaper may publish a special page whose editorial context fits an advertiser's products, or a television channel may host a local event in association with a car dealership. Media buyers can work with the media to invent creative forms of added values for advertisers.
EVALUATING MEDIA PLAN EFFECTIVENESS

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Accountability is increasingly important in media planning, as more advertisers expect to see returns on their investments in advertising. Because media spending usually accounts for 80 percent or more of the budget for typical advertising campaigns, the effectiveness of media plans is of particular importance. As a result, media planners often make measures of the effectiveness of a media plan an integral part of the media plan. Although sales results are the ultimate measure of the effectiveness of an advertising campaign, the sales result is affected by many factors, such as price, distribution and competition, which are often out of the scope of the advertising campaign. It is important, therefore, to identify what measures are most relevant to the effectiveness of media planning and buying. 1. What to Measure Because of the hierarchical nature of the media effects, the effectiveness of media planning should be measured with multiple indictors. The first measure is the actual execution of scheduled media placements. Did the ads appear in the media vehicles in agreed upon terms? Media buyers look at "tear-sheets"- copies of the ads as they have appeared in print media for verification purposes. For electronic media, media buyers examine the ratings of the programs in which commercials were inserted to make sure the programs delivered the promised ratings. If the actual program ratings are significantly lower than what the advertiser paid for, the media usually "make good" for the difference in ratings by running additional commercials without charge. The most direct measure of the effectiveness of media planning is the media vehicle exposure. Media planners ask: How many of the target audience were exposed to the media vehicles and to ads in those vehicles during a given period of time? This question is related to the communication goals in the media objectives. If the measured level of exposure is near to or exceeds the planned reach and frequency, then the media plan is considered to be effective. 2. How to Measure The measurement of the effectiveness of a media plan can be conducted by the advertising agency or by independent research services, using methods such as surveys, feedback, tracking, and observation. Each method has its strengths and weaknesses. For example, surveys can be conducted among a sampling of the target audience in the different periods of a media campaign, such as in the beginning, the middle and the end of the campaign. Surveys can ask questions about the target audience's media behavior, advertising recall, brand attitudes and actual purchase. Radiowatch, for instance, conducts monthly surveys on advertising recall of radio commercials in England. Radiowatch surveys 1000 adults age 16-64 and asks them which radio commercials they remember hearing. In the April 2006 survey, the most-recalled ad was for T-Mobile, with 46% of respondents recalling the ad. An ad for McDonald's had 36% recall, while the ad for Peugeot received 18%. Besides surveys, feedback can be collected to measure the media and ad exposure of the target audience. Feedback devices such as reply cards, toll-free numbers, coupons and Web addresses can be provided in ads so that tallies of the responses or redemptions can be made to estimate the impact of advertising media. Advertisers often use a different code in direct response ads to identify different media vehicles. Tracking is measurement method that media buyers use to track the effectiveness of online ads. When a user visits a Web site or clicks on a banner ad, Web servers automatically log that action in real time. The logs of these visits and actions are very useful for media buyers, because the buyers can use them to estimate the actual interaction of audience members with the interactive media. For example, a banner ad may have a code for each Web site where the ad is placed. Media buyers can compare the click-through rates of the banner ad across all Web sites daily, to estimate the effectiveness of each Web site. Media buyers are making more use of the tracking method given the increasing use of interactive media. Finally, in the physical world, media buyers can use observation to collect audience reaction information at the points of purchase or during marketing events. For example, researchers can be stationed in grocery stores to observe how consumers react to in-store advertising or how they select an advertised brand in comparison of other brands. The advantage of observation is that it provides rich, detailed data on how consumers behave in real situations in response to the marketing communication. The downside is that direct observation is more costly to conduct and tabulate.

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DAGMAR MODEL

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Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled Defining Advertising Goals for Measured Advertising Results- DAGMAR. DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness - the consumer must first be aware of a brand or company Comprehension he or she must have a comprehension of what the product is and its benefits; Conviction - he or she must arrive at the mental disposition or conviction to buys the brand; Action - finally, he or she actually buy that product. Awareness Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected. Once the awareness has been created in the target audience, it should not be neglected. If there is neglect, the audience may become distracted by competing messages and the level of awareness of focus product or organization will decline. Awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing an organization at any one point of time. Awareness grid Involvement In situations where: Buyer experiences high involvement: High Low Is fully aware of a products existence, attention and Sustain Refine awareness levels need only be sustained and efforts need to be HIGH current levels awareness applied to other communication tasks. of awareness Sales promotion and personal selling are more effective at Build Create informing, persuading and provoking consumption of a new car Awareness awareness association of once advertising has created the necessary levels of awareness. quickly. awareness of The LG golden eye ads that are repeatedly shown inspite of LOW product with high awareness to ensure top of mind awareness and retain the product class existing awareness levels. need Where low levels of awareness are found, getting attention needs to be the prime objective in order that awareness can be developed among the target audience. Sahara Homes ad that features Amitabh Bachhan saying jaha base Bharat. Awareness level is low, however it is a high involvement decision. Thus adequate attention is required and awareness levels are raised with use of well-known and trusted celebrities. Buyer experiences low involvement: If buyers have sufficient level of awareness, they will be quickly prompted into purchase with little assistance of the other elements of the mix. Recognition and brand image may be felt by some to be sufficient triggers to stimulate a response. The requirement in such a situation would be to refine and strengthen the level of awareness so that it provokes interest and stimulates greater involvement during recall or recognition. Parle G ad that talks about it being the largest seller Duniya ka sabse Zyada bikne waala biscuit. Parle G as a brand already enjoys high levels of awareness and requires low involvement decision, thus communication is mainly intended to refine awareness. If buyers have low level of awareness, the prime objective has to be to create awareness of the focus product in association with the product class. When coils were popular in use and then the different repellants entered the market, awareness had to be created about their benefits and use. Comprehension Awareness on its own may not be sufficient to stimulate a purchase. Knowledge about the product or the organization is necessary. This can be achieved by providing specific information about key brand attributes. In attempting to persuade people to try a different brand of water, it may be necessary to compare the product with other mineral water products and provide an additional usage benefit, such as environmental claims. The ad of Ganga mineral water, featuring Govinda, which banked on the purity aspect. They related the purity of the water with that of river Ganga. Conviction The next step is to establish a sense of conviction. By creating interest and preference, buyers are moved to a position where they are convinced that a particular product in the class should be tried at the next opportunity. To do this, audiences beliefs about the product have to be moulded and this is often done through messages that demonstrate the products superiority over a rival or by talking about the rewards as a result of using the product. Many ads like Thumbs Up featured the reward of social acceptance as grown up. It almost hinted that those who preferred other drinks were kids.

M9-Advertising Management Action Communication must finally encourage buyers to engage in purchase activity. Advertising can be directive and guide the buyers into certain behavioural outcomes, Use of toll free numbers, direct mail activities and reply cards and coupons. Tupperware, Aqua Guard, are famous in Indian cities as a result of its personal selling efforts. For high involvement decisions, the most effective tool in the communication mix at this stage in the hierarchy is personal selling. Through the use of interpersonal skills, buyers are more likely to want to buy a product than if personal prompting is absent. Characteristics of Objectives A major contribution of DAGMAR was Colleys specification of what constitutes a good objective. Four requirements or characteristics of good objectives were noted Concrete and measurable - the communications task or objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Furthermore the specification should include a description of the measurement procedure Target audience - a key tenet to DAGMAR is that the target audience be well defined. For example if the goal was to increase awareness, it is essential to know the target audience precisely. The benchmark measure cannot be developed without a specification of the target segment Benchmark and degree of change sought - another important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response variables such as awareness, knowledge, attitudes, image, etc. The objectives should also specify how much change or movement is being sought such as increase in awareness levels, creation of favorable attitudes or number of consumers intending to purchase the brand, etc. a benchmark is also a prerequisite to the ultimate measurement of results, an essential part of any planning program and DAGMAR in particular. Specified time period - a final characteristic of good objectives is the specification of the time period during which the objective is to be accomplished, e.g. 6months, 1 year etc. With a time period specified a survey to generate a set if measures can be planned and anticipated. Written Goal - finally goals should be committed to paper. When the goals are clearly written, basic shortcomings and misunderstandings become exposed and it becomes easy to determine whether the goal contains the crucial aspects of the DAGMAR approach.

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UNIT 3: ADVERTISING CREATIVITY

CONCEPT OF CREATIVITY

Creativity refers to the phenomenon whereby a person creates something new (a product, a solution, a work of art etc.) that has some kind of value. What counts as "new" may be in reference to the individual creator, or to the society or domain within which the novelty occurs. What counts as "valuable" is similarly defined in a variety of ways. Scholarly interest in creativity ranges widely: Topics to which it is relevant include the relationship between creativity and general intelligence; the mental and neurological processes associated with creative activity; the relationship between personality type and creative ability; the relationship between creativity and mental health; the potential for fostering creativity through education and training, especially as augmented by technology; and the application of an individual's existing creative resources to improve the effectiveness of learning processes and of the teaching processes tailored to them. Creativity and creative acts are therefore studied across several disciplines - psychology, cognitive science, education, philosophy (particularly philosophy of science), technology, theology, sociology, linguistics, business studies, and economics. As a result, there are a multitude of definitions and approaches. In a summary of scientific research into creativity Michael Mumford suggested: Over the course of the last decade, however, we seem to have reached a general agreement that creativity involves the production of novel, useful products (Mumford, 2003, p. 110). Beyond this general commonality, authors have diverged dramatically in their precise definitions, with Peter Meusburger claiming that over a hundred different versions can be found in the literature.
ROLE OF CREATIVITY IN ADVERTISING

A typical creative team might consist of a writer, an art director, an account planner, and an account manager who work together to produce ads, commercials, and other marketing communications. The team begins with a strategy that has been agreed upon by the agency and the client. A strategy is a statement of the goal of a campaign, such as communicating a particular message about the brand to a particular group of consumers. The strategy, which operates at a general level, can be expressed in specific creative briefs, or directives to creative teams about the specific message they need to communicate and to whom they are to direct it. It then becomes the work of the creative team to devise ways of communicating the message. The team, or possibly some portion of it, will begin conceptingin other words, brainstormingabout possible ways to communicate the message to the intended audience. For some of the team's best ideas, the art director will draw images or even storyboards and the writer will produce the headlines and words to accompany them. The account planner will attempt to keep the team focused and on mission by feeding in information about how consumers use the brand, what market research reveals, what the competition's advertising says, and so on. The account manager coordinates and oversees the team's work. Eventually, when a number of working ideas have been developed by the creative team, they are presented to the client, who responds to them. When the client and agency agree upon a proposal for consumer communication (that may take the form of a print advertisement, a TV commercial, a billboard, a website, etc.), the creative process moves into production. Throughout the production phase, the creative process continues as new words and images are revised and additional information helps tweak the final product. Before the creative idea is communicated through appropriately selected media (such as TV, outdoor, digital, etc.), various other steps may be taken. The communication may be tested, reedited, or otherwise adjusted to the point where both agency and client believe they have produced the best communication strategy for the brand. Creative ads make an: Impression on potential customers We live in a media landscape saturated with messages and stimuli. Large companies have the competitive advantage of being able to spend enough money on their marketing budgets to disseminate their marketing messages prominently and often. Small companies must rely on more creative approaches to achieve name recognition. This situation offers both a challenge and an opportunity for aspiring entrepreneurs. Memorable Ads The purpose of an ad is to interest potential customers in your product and service, and to get them to remember you. A creative ad sticks out and increases the likelihood that a customer will recall information about your company. A car wash company in downtown Seattle uses a tremendous pink elephant as an advertising gimmick. Other nearby companies have signs that are as large, but the pink elephant is more likely to stick out in potential customers' minds because it is so creative and unusual. Impressing Customers Some industries, such as advertising and entertainment, sell creative products and turn talents into marketable services. For an entrepreneur providing this type of product, creative advertising is absolutely essential because it shows potential customers that the company can deliver on its promises. Your advertising should demonstrate that you can provide worthy content and enjoyment to clients who want to entertain their guests or draw attention to their own products and services. A clown service that arrives at parties in a colorful, quirky van, for example, signals to potential customers that its clowns will be colorful and entertaining, as well.

M9-Advertising Management Likeability Creative advertising makes your company likeable, and this likeability is an important marketing tool. An insurance company in the Pacific Northwest has an ad campaign based on archetypal local personalities, caricaturing amusing behaviors that are typical in the region. This creative ad campaign is successful because these characters are benign and amusing, and it's easy to like a company that notices and celebrates them. Consumers are especially likely to support companies they have positive feelings toward, such as when a company's ads that make them laugh. Budget A creative advertising idea often doesn't cost any more than a dull one, and it can bring in considerably more return for your money. Although ad designers who consistently produce quality, creative content can charge handsomely for their services, companies with virtually no advertising budgets can come up with innovative ideas on their own that get their names out to target markets. Creativity in advertising is not just a matter of producing brilliant ad content; it also includes any idea that brands a business memorably for its present and future clients, such as a bar that hosts an ugly Christmas sweater contest the week before Christmas.
COPYWRITING

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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 act - for 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 releases, white papers, catalogs, billboards, brochures, postcards, sales letters, 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.
ELEMENTS OF COPY

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. Example: Mahindra Scorpio the NFO Automotive 2003 Total Customer Satisfaction Study. Yet another high for Scorpio. 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.

M9-Advertising Management 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 containing features 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 every advertisement. 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 an advertisement and in creating familiarity for the audience. Add a strapline 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 point-of-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. BPL Believe in the Best
WRITING EFFECTIVE AD COPY

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Advertising copy is all about selling. Whether you are selling a product, a service, a tourist destination, or an event, the sole purpose of an advertising copy is to spread the word in order to generate business. The "business" need not always be money. The right result is the nirvana of a good advertising copy. Advertising copy can also be used to establish a brand, but then again, in the long run, brands help generate long-term business gains. Advertising copy is one of the trickiest writing jobs available. In a few seconds, you have to grab the attention of a reader who is bombarded with scores of ads every day. Then you have to put your point across in as few words as you can manage, and then stimulate the reader enough to act on your words. So what makes a killer advertising copy? There is no scientific or statistical formula as such. Anything can click at a particular time. Every advertising copywriter has his or her own style, but if you follow some fundamental rules in the beginning, you can keep defining your own way of writing advertising copy. Set the Objective This is the beginning. You can never write convincing copy unless you know what it needs to achieve. A better understanding of the objective helps you coalesce your thoughts and focus your skill. It's just like charting a roadmap to a destination before embarking on a long journey. Begin With Headlines and Subheadings Headlines and subheadings contain words those are most critical to your message. So choose them carefully. Only an interesting headline makes one read further, so consider it the most vital part of your assignment. Your most important words should appear there. Your headline should give the reader a fair idea of what the remaining copy comprises. If you can, prompt the reader to perform the desired action in the headline itself. On the other hand, the headline doesn't always have to make sense. You can write an attention-grabbing headline just to make people react. Or to confuse them so that they are forced to think about it. For instance, you can ask a question such as: "Haven't you always wanted this?" "What have I always wanted?" the reader will think, and read further. Be Specific Coincidentally, while I'm writing this article, my brother-in-law has sent me a link to a website so that I can tell him whether the website is offering a genuine business opportunity or not. I'm going through their "online presentation." I have read four pages. I still don't know what business opportunity they are talking about. All I can make out after four pages is that there was this couple who was very poor but once they got involved with this business opportunity they started earning $35,000 per month in a span of a few months. They have a dream home. They have an assortment of dream cars, and their expensive boat is lying somewhere. What business they do? I have no idea. I can know this only after I purchase their business kit. I've told my brother-in-law to give this "once-in-a-lifetime-opportunity" a skip for the time being.

M9-Advertising Management Write In the Language of Your Audience Like the HSBC tagline says, "The world's local bank," you have to adopt the local nuances while writing your advertising copy for a region-based audience. It doesn't mean learning a new language from scratch with every consecutive copywriting assignment. You just have to stick to those words and phrases that a population is comfortable with. Nobody has time to learn words in order to understand the benefits of the product or service you are trying to promote. Use Words That Are Strong but Straightforward Words and phrases like "money," "immediate benefit," "save $150," "protect your child," "find love now," and "lose weight in two weeks" sell like hot cakes. They may sound clichd to you, but if you notice, they promise you a tangible result. They give a clear picture of what your copy intends to convey. Avoid ambiguities and jargon. Provide a Solution We all need immediate solutions, to be frank. If I want to improve the way I live or earn my living, I want to know in simple words whether your product or service can help me achieve that or not, and how fast and at what cost it can be done. Touch Your Audience Emotionally Advertising copy is about strumming the emotional strings of your audience. Whether you like it or not, emotions rule the world. Great wars and revolutions are unleashed under the aegis of emotions. Use them, rightfully. Be Credible Don't promise the stars if you are selling the candles. Do not make exaggerated claims. Believe me, they do nothing but put off the reader. Sound sincere, be frank, do not patronize your readers unnecessarily and tell exactly what your product or service does for the consumer. Address the Person Talk directly to the person. Use as much "you, your" as you can and use "us, we, I" as little as you can. The reader is not interested in knowing what all your product or service can do. He or she wants to know what all your product or service can do for him or her. Focus on the reader, not on your product.
AIDA MODEL

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AIDA: Attention-Interest-Desire-Action "Free gift inside!" "Dear Jim, You have been specially selected." "Calling all Parents" Every day we're bombarded with headlines like these that are designed to grab our attention. In a world full of advertising and information delivered in all sorts of media from print to websites, billboards to radio, and TV to text messages every message has to work extremely hard to get noticed. And it's not just advertising messages that have to work hard; every report you write, presentation you deliver, or email you send is competing for your audience's attention. As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn't really change. Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website. The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for: A - Attention (or Attract) I - Interest D - Desire A - Action. These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report. A slightly more sophisticated version of this is AIDCA/AIDEA, which includes an additional step of Conviction/Evidence between Desire and Action. People are so cynical about advertising messages that coherent evidence may be needed if anyone is going to act.

M9-Advertising Management 1. Attention/Attract In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage people to attend a company training session on giving feedback, the email headline, "How effective is YOUR feedback?" is more likely to grab attention than the purely factual one of, "This week's seminar on feedback". 2. Interest This is one of the most challenging stages: You've got the attention of a chunk of your target audience, but can you engage with them enough so that they'll want to spend their precious time understanding your message in more detail? Gaining the reader's interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out. For more information on understanding your target audience's interests and expectations, and the context of your message, read our article on the Rhetorical Triangle. 3. Desire The Interest and Desire parts of AIDA go hand-in-hand: As you're building the reader's interest, you also need to help them understand how what you're offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants. So, rather than simply saying "Our lunchtime seminar will teach you feedback skills", explain to the audience what's in it for them: "Get what you need from other people, and save time and frustration, by learning how to give them good feedback." Feature and Benefits A good way of building the reader's desire for your offering is to link features and benefits. Hopefully, the significant features of your offering have been designed to give a specific benefit to members of your target market. When it comes to the marketing copy, it's important that you don't forget those benefits at this stage. When you describe your offering, don't just give the facts and features, and expect the audience to work out the benefits for themselves: Tell them the benefits clearly to create that interest and desire. Example: "This laptop case is made of aluminum," describes a feature, and leaves the audience thinking "So what?" Persuade the audience by adding the benefits", giving a stylish look, that's kinder to your back and shoulders". You may want to take this further by appealing to people's deeper drives"... giving effortless portability and a sleek appearance and that will be the envy of your friends and co-workers." 4. Conviction As hardened consumers, we tend to be skeptical about marketing claims. It's no longer enough simply to say that a book is a bestseller, for example, but readers will take notice if you state (accurately, of course!), that the book has been in the New York Times Bestseller List for 10 weeks, for example. So try to use hard data where it's available. When you haven't got the hard data, yet the product offering is sufficiently important, consider generating some data, for example, by commissioning a survey. 5. Action Finally, be very clear about what action you want your readers to take; for example, "Visit www.mindtools.com now for more information" rather than just leaving people to work out what to do for themselves. Example: - Reliance India Mobile campaign can be used to explain this model better. Awareness- the elaborate advertisement where Mukesh Ambani spoke about the new project being introduced on his fathers 70th birthday. Interest- was generated as the company spokesperson featured in the ad, as a representative of the company image and also spoke about introducing a new technology CDMA. Desire- was created with various offers like free SMS, 40paise STD calls, easy payment schemes, and discount coupons worth Rs. 1 lakh. Action- Dhirubhai Ambani Pioneer offers induced people to go for the product.

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LAYOUT

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Layout is the act or an instance of laying out; An arrangement or a plan, especially the schematic arrangement of parts or areas: the layout of a factory; the layout of a printed circuit. Layout in Printing is the art or process of arranging printed or graphic matter on a page; The overall design of a page, spread, or book, including elements such as page and type size, typeface, and the arrangement of titles and page numbers; A page or set of pages marked to indicate this design. Advertising Layout Strategy Ad Layout Proportion: Proportional guideline: 1. Illustration 65 % Illustration: - In most ads, the illustration is used to attract attention. 2. Headline 10 % Large, single illustrations attracted the most attention (advertising 3. Copy 20 % recall studies by Starch). Though the headline may be the "stopper", 4. Logo 5% the illustration is the most critical element in the ad's success. It can 100 % of space allocation also visually communicate product benefits and concept, and lead the (20%+ white space) reader into the headline and copy. Headline: - The headline is used to attract attention, arouse interest, and make the ad more attractive and readable. However, it should not be over 10 words and more than 15 % of the ad's total area. Copy: - Style of typeface used in the headline, subhead and copy will impact the mood and readability of the ad. Mixed type should be either very similar or very different. Mixing more than two (or three at most) different typefaces makes an ad busy and confusing. Logo: - Because we read left to right and top to bottom, the logo or company signature can be strategically placed in the lower right hand corner of an ad. With this position, the logo is the last element we see and most likely remember. Direct the viewer's eye From the page's top, down through the center and end at the page's bottom. The eye sees the illustration first, then we read down from there (David Ogilvy). Headlines located below the illustration pull 10% more readers (research by Simmons). Emphasis The optical center of an ad is in the center and two-thirds up from the bottom. This should be the ad's focal point. Proportional use of space The proportional use of space in an ad is dependent upon the product and market target. Product ads that try to communicate an image (perfume, jewelry, etc.) will have a greater proportion of illustration and little copy. Conversely, an ad for a technical product will have more copy. White Space At least 20 % of an ad should be blank (white space). Ample white space helps gain attention, create contrast, and unify the ad. According to Albert Books, white space is probably the most underestimated element in advertisements. Bleed and borders Bleed: - A page without a border is called a bleed because the ink bleeds through the surrounding white border into the trim space. An obvious benefit of this technique is that the ad itself becomes larger. Although most publishers charge extra for bleeds, this cost is often justified by the ads extra impact. A bleed carries the implication of action, freedom and adventure and tends to make the ad more lifelike. In research by Fosdick, nearly half of all high readership ads used bleeds. Conversely, only 14% of low readership ads used this technique. Borders: - In contrast, borders set up continuity, structure, and formality. Borders can isolate the ad from surrounding copy and other ads -forcing you to focus on the ad. However, they tend to make the ad appear smaller. Basic principles of Layout Once youve developed your concept for your clients site, its time to create the interface design. One of the key ingredients to a successful layout is consistency so your user doesnt get confused. By providing a consistent user experience, it will be clear to the site visitor. By applying some basic design principles or rules, the design has a better chance at success. The following describes some of the key principles of design composition or layout. All of these rules are not required at all times; yet a seasoned designer understands when to use each to support their concept. Emphasis This is also referred to as the focal point and is the center of interest in your layout. It is dominant and influences the relationships between all the elements that form the composition. Emphasis can be created through scale, positive and negative spatial relationships and placement with in the overall layout. For example a designer may place an element slightly center and larger, then balance that elements with another to maintain our interest. Other designers may choose to avoid emphasis all together. They want all parts of the work to be equally interesting (see examples on right). Unity - When nothing distracts from the whole design you have unity. Unity without variation can be uninteresting yet is an effect method toward the creation of balance and symmetry. These principles are often employed when creating patterns or textures.

M9-Advertising Management Contrast Contrast can be created using scale, color, shape and placement. Contrast also helps to create a focal point in your design. Balance Balance is the consideration of visual weight and importance. It is a way to compare the right and left side of a composition.
ILLUSTRATION

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An illustration is a displayed visualization form presented as a drawing, painting, photograph or other work of art that is created to elucidate or dictate sensual information (such as a story, poem or newspaper article) by providing a visual representation graphically.
ARTWORK

Artwork may refer to: A work of art in the visual arts; a piece of conceptual art. In publishing, printing and advertising, Artwork is any visual as opposed to textual material, usually in the context of preparing for printing, including: Cover art the illustration or photograph on the outside of a published product such as a book, magazine, comic book, product package, video game, DVD, CD, videotape, or esp. album art; Illustration - the original imagery that was used as a basis for illustration. Artwork Process It is essential that your artwork be submitted simultaneously with your text and that it be complete. Like the text, artwork goes through several production stages before it is placed onto a page, and it travels separately from the text from the very beginning of the production process. Artwork goes to our Illustration Department where it is logged in and analyzed by an Illustration Supervisor. It is then sent to a studio for rendering, correcting, and sizing, as needed. Photocopies for editing purposes are created and sent to the copyeditor along with the text. You have an opportunity to review the artwork when you review the copyedited manuscript. When all corrections are made and sizes have been established, the artwork then travels to the typesetter, where it is combined with the text and appears in proofs for you to review for proper placement. In order for this process to be successful and for material to travel concurrently, all artwork in final form must be on hand when the manuscript is accepted into production. Missing figures that are submitted late can delay the entire production process and jeopardize the publication date. Defining Artwork Illustrations are either line art or halftones (photographs). These can be submitted as camera-ready art, conventionally drawn art, tearsheet art, and computer-drawn art. A brief definition of each category follows. Detailed instructions regarding submission requirements for each are presented later. Line Art: - Line art consists entirely of lines that are 100% black on a white background. Bar and line graphs, pie charts, and schematics are typically line art. Screens, which are dot patterns, can also appear in line art. Screens can appear at densities of from 10 to 40% of 100% black, but need to be used discretely and appropriately (see screens for more details). Halftones (Photographs): - A halftone is the reproduction of a continuous-tone piece of art, such as a photograph, slide, or painting, through a screening process which converts an image into small dots of various sizes, with equal spacing between their centers. The resulting gray tones distinguish halftones from line art. Camera-Ready Art: - Camera-ready art is ready to be reproduced in your book as you have submitted it. It will not go to a studio for any additional work other than size reduction, if needed, or cropping, if a halftone. Camera-ready art can consist of such items as charts, graphs, printed forms, photographs, and computer printouts. Two broad categories of camera-ready art are given below. For your art to be truly camera ready, you need to follow the stipulations in this guide carefully. Conventionally Drawn Art: - This category of camera-ready art refers to artwork that is not prepared on the computer but is drawn with pen and ink by hand. Conditions for its submission are given later. Tearsheet Art: - Tearsheet art consists of pages taken directly from a previously published work such as a book or journal. Apart from the obvious need to have permission for its use, such art cannot be a halftone and needs to be very clear in its printing so that it can be printed again. Tearsheet art should be submitted only if no other form of artwork is available for a graphic you feel is essential. Computer-Drawn Art: - This grouping consists primarily of line art that is prepared on the computer using drawing software such as Adobe Illustrator or CorelDraw. The requirements for its creation are given in detail below and need to be scrupulously followed.

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UNIT 4: ADVERTISING AGENCY

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 and branding 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.
ROLE OF ADVERTISING AGENCY

The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands. Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values rational and emotional, physical and aesthetic that consumers derive from them. The importance can be summed up as follows: A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer its role and its benefits and by communicating the brands own personality. In short its role is to provide meaningful differentiation via the consumer connection. As one wise head in advertising once said, nothing kills a bad product faster than good advertising. Typically advertising is playing this role, along with other parts of what we call the marketing mix, in highly competitive market places. Most advertisers assign this job of informing the target audience and creating images to advertising agencies. Thus, the advertising agencies plan, prepare and place ads in the media. But even an advertiser can do all these things. The management can do planning of ad campaigns. For preparing ads, creative personal can be hires. And the advertiser for placing the ads can buy media space or time. So, why hire an advertising agency? The reason can be enlisted as follows: Expertise and experience- An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. Objectivity and professionalism- Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate in a strange way. While they take up advertising for others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can be objective. They thus will offer independent and detached viewpoints and suggestions based on objective analysis. Cost effective- If an organization wants to hire people to do its advertising, it cannot provide them work all through the year. Also most experts in the fields of advertising like directors, musicians, photographers, charge huge amounts and are often not affordable. Moreover, hiring, organizing and managing all talents required to produce advertising campaigns is not an easy thing. And the fact that 98% of advertisers the worlds over hire as agencies is proof enough about the cost effectiveness of the agencies. Also the kind of consistent, powerful and compelling advertising that can be created by using the expertise, experience, objectivity and professionalism of ad agencies cannot be measured economically.
FUNCTIONS OF ADVERTISING AGENCIES

Today advertising agencies are found in virtually every major city on the world and their role in stimulating economic growth is solidly established. To understand advertising, we need to examine the functions of an Ad Agency. These are: Talent & Creative productions: The basic function of an Ad Agency is providing talent. The creative efforts of the art director, the detailed analysis of the research director and the political understanding of the campaign director, are just a few examples of the many abilities of Ad Agency personal have to offer. A business organization or person will contract the services of an ad agency to help market a product. This function involves processing the information collected from the client and through research and designing communication material in the form of advertisements and other publicity material. This also includes planning creative strategies, copy or script writing, visualization, designing, layout, shooting of films, editing, giving music, etc. Research: The second function of an Ad agency is research. In order to distribute the message to the public successfully, the agency must first know all that it can about the product. One of the first jobs is to research the product and the

M9-Advertising Management company, one must learn, one possibly can about both. The research must even take one close to the heart of the firms inner operations. Ad agencies use research as a tool to test consumer reactions to products and services. Distribution & Media planning: The third important function of an ad agency is distribution. Here you decide what type of message you will create for the company and what media will be most helpful in sending this message to the public. On the basis of the media habits (access and exposure) of the target audience, agency people prepare a media plan. This plan includes which media to be used, which part of the media to be used, when to place the ads and for how long to place the ads, etc. media planners keep track of the viewer ship, listener ship and readership of all kinds of media. Monitoring Feedback: By monitoring consumer feedback, a decision on whether to revise the message, the medium, the target audience or all of them can be made. Ad agencies are developing to reach the target audience. As information is the backbone of all advertising, to prepare ads, one requires information about the product, its competitors, the market situation and trends, information about the audiences (their likes and dislikes and media habits) also need to be collected. Some of the most effective advertising includes advertisement written in their native language. All of these specialized campaigns are creating new demands on agencies and are requiring new talents for people who work in advertising. In addition, many agencies also offer a variety of allied services. These include: Merchandising Public relations Organizing exhibitions and fairs Preparing all kinds of publicity material Planning and organizing special events (event management) Direct marketing

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TYPES OF ADVERTISING AGENCIES

Agencies can be classified by the range of services that they offer. Also, advertising agencies range in size from one man shows to large firms that employ thousands of people. Accordingly, different types of advertising agencies are: 1. Full-Service Agencies- as the name implies, a full service agency is one that handles all phases of advertising process for its clients: it plan, creates, produces and places advertisements for its clients. In addition, it might provide other marketing services such as sales promotion, trade shows, exhibits, newsletters and annual reports. In short a full service agency will provide four major functions: account management, creative development and production, media planning and buying and research services. One major point that differentiates a full service agency from other is that the personal work full time and the services provide are extensive. The services usually provided by a full service agency include collecting and analyzing market data, proposing strategy, preparing and producing the ads, placing the ads in approved media, verifying the advertisements appearance (publication, broadcasting, etc), invoice the client, collect the bills and pay the media and other suppliers. 2. Creative Boutiques- it is an organization that specializes in the actual creation of advertisements. In general, boutiques create imaginative and interesting advertising themes and produce innovative and original advertisements. A company that uses a creative boutique would have to employ another agency to perform the planning, buying and administrative functions connected with advertising. Full service ad agency studies the product or service and determines its marketable characteristic and how it relates to the competition. At the same time the agency studies the potential market, possible distribution plans and likely advertising media. Following this, the agency makes a formal presentation to the client deadlines, its finding about the product and its recommendation for an advertising strategy. Creative boutiques are different from freelancers. Freelancers are individuals who work on their own with out any formal attachment with any agency. Clients or agencies hire these from time to time. The clients also hire creative boutiques. 3. In-House Agencies- such agencies are owned and supervised by advertisers or the client organizations. The organizational structure and functioning of in-house agencies are similar to full service agencies in most cases. The advertising director of the company usually heads an in-house agency. In house agencies are organized according to the needs and requirements 9of the company and are staffed accordingly. Some companies solely depend on their in-house agencies for their advertising needs. Others depend both on their in-house agency and outside agencies. Some other companies allow their agencies to take outside jobs. 4. Specialized Agencies- there are many agencies, which take up only specialized advertising jobs. Certain fields like medicine, finance, outdoor advertising, social advertising, etc. require specialized knowledge. So there are agencies, which concentrate only on areas and employ people with the required talents. These agencies are usually small in size. 5. Media Buying Agencies-it is an organization that specializes in buying radio and television time and reselling it to advertisers and advertising agencies. The services sells time to the advertisers, orders the spots on the various stations involved and monitors the stations to see if the ads actually run. This trend for special media buying agencies started in the 1970s. Such agencies have a lot of contacts in the media and offer very low commission on media rates. Media buying agencies complement the creative boutiques. Also large companies use their specialized negotiating talents for buying media space and time.

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STRUCTURE OF ADVERTISING AGENCY

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BOARD OF DIRECTORS

MANAGING DIRECTORS

A/C DIRECTOR OR A/C MANAGEMENT GROUP

ACCOUNT EXECUTIVE

Creative Dept.

Media Dept.

Production Dept.

Marketing Dept.

Research Dept

Administrative Dept

Like most big organizations, advertising agencies also deal with many disciplines. There is, thus defined division of labor. Most of the big agencies employ specialists who provide specific talents and expertise and do different functions. Account management department- The main job of an ad agency is to get business and maintain it. The accounts department looks after these aspects. It also works as a liaison between the client and the agency. It tries to ensure that the agency focuses its resources on the jobs on hand. It supervises the day-to-day development of the account (business). These days the account management department is designated as the client service department. The accounts department has account mangers, accounts executives or client service personnel. Thus, the basic requirements for these people are strong communication skills and effective man management skills. They get the business, they get the research done, and get the creative people working on idea generation and execution. Then they get the media people to prepare the media plan. Also they have to get the strategy, creative plan and media plan approved by the client. The account department works at different levels. At the top level is the management supervisor who reports to the management of the agency. He deals with the strategy development, planning, and new business opportunities. He also is the agencys spokesperson. Next comes the account supervisor or Account Manager. He is a key person and the primary liaison between the client and the agency and provides working contact. Account Manager works on a single major brand or a few smaller brands. The next in the line is the Account Executive. He is responsible for day-to-day activities. He sees to it that thee agency team is on schedule and deliver things on time. He ensures that all assignments are completed on time. And he keeps in touch with the client on a day-to-day basis keeping them informed about the developments. Next comes the Assistant Account Executive. This is an entry-level position. The Assistant Account Executive helps the Account Executive and mostly do leg work and rarely are involved in planning or strategy development. Creative Department- This department has the following personnel- creative director, copywriters, visualizers, art directors, etc. the creative director is the agencys creative conscience. He stimulates the creative team to come up with better work. He approves all creative work. He assigns jobs to copywriters and visualizers and then mould and improves their work, and also nurtures and inspires them. The copywriter writes copy and scripts. Art directors and visualizers come up with the visual ideas. Then there are directors and producers who translate these ideas into radio and TV ads by writing the script and preparing the storyboard. The creative department sometimes has an art studio to look after the print production. However, often production work is done by outside organizations. Media Department- the function of this department is a highly complex one. This department has to recommend the most efficient means of delivering the message to the target audience. It has become more complex as the computer has replaced printed schedules and media rate cards. The media department prepares the media plan by trying to match the audience and the media. It then buys the media space and time. The media department negotiates about the media rates. It also prepares the schedules for the appearance of the ads and sees the ads appear accordingly. Research Department- Full service agencies usually have a research department. Research department helps in collecting and analyzing relevant information that helps in developing strategy and the advertising message. This way the message becomes focused and appropriate to the target audience. The research department collects relevant and reliable information and screens all research findings. Most of the research in the field of advertising concentrates on consumer attitudes and behavior. They also do copy testing i.e. evaluating the effectiveness of copy before ads are released. This kind of pre -research about consumer reactions to creative alternatives helps in increasing the effectiveness of the ads. Administration Department- other than the four basic functions or services, ad agencies perform a lot of internal services like financial services, personnel management and traffic management etc. all these are performed by the administration

M9-Advertising Management department. The account department works in close coordination with the traffic department to review deadlines and monitor progress. The administration department has a financial division. It looks after prompt payment of bills and salaries. It sends the invoices to clients and collects the payments. Personal management is also an important aspect of agency and deals with recruitment, promotions, retirements and retrenchments, etc.
HOW TO SELECT AN AD AGENCY

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A great advertising campaign can transform your company by turning on new audiences and keeping your name in the forefront of their everyday lives. Selecting an ad agency that is in tune with your vision can be an overwhelming task at first, but by asking the right questions and staying involved in the creative process, you can choose an ad agency that is committed to your company's success. 1. Write down some key words or ideas about your business that you would like an ad agency to build a campaign around. Send out a request for proposals to multiple ad agencies in your area and request a face-to-face meeting with a select few that catch your attention based on their financial speculations and brainstorms. 2. Focus on the total package that the agencies are offering during the meeting. It's easy to be dazzled by their stellar presentations but there is more to advertising than just aesthetics. The agency you ultimately decide on should understand how your company fits into the marketplace and the various ways they can address each facet of that presence to maximize revenue. 3. Gauge the size of the agency against the size of your company. The larger the company, the less likely your needs will be adequately addressed since their focus will be on more prominent accounts. Select an ad agency that is small enough to make you feel like a priority. 4. Assess their interest in landing an account with you. Before throwing a bunch of creative ideas at you, a good ad agency will have done some background research into your company and be eager to discuss it. It's a good sign if you can sense the enthusiasm emanating from the group. 5. Ask to see their work for other accounts. Be on the lookout for campaigns that are campy or gimmicky in nature. Humor is an important element of advertising but the agency you select should also be able to take a modest position with their clients, too. 6. Have a discussion about your expectations and see how they respond. Constructive criticism is healthy but if you find yourself getting bullied in the meeting, it is time to move on to another prospect. 7. Tour the offices of the agencies you are interested in. See if the staff looks upbeat and excited about their job. Better yet, if you can picture yourself fitting into their work environment, then you will probably develop a healthy (and profitable) working relationship with your team.
INDIAN ADVERTISING AGENCIES

In todays modern world of cutthroat competition and survival for fittest, one can hardly imagine the survival of a brand without advertisement. This is where advertisement agencies in India come into the picture. From building a brand to promoting it advertisement agencies in India have been providing its services to its clients all over. Going ahead, advertisement agencies in India have a bright future considering the ever expanding Indian market and its dependence on advertisement. Advertising agencies in India service their client by preparing slogans, brochure and logos in a way that the brand connects well with the consumers and attracts their attention. They come up with descriptive copy for sales materials. Apart from these activities, they also issues press releases for upcoming programs, events, as well as products. With increasing competition in the market, technological changes, advertising agencies in India is undergoing many changes. One such trend is the extensive market services, studies and research conducted by these agencies. The broad scope this marketing research includes quantity and quality, international marketing and ethical issues. These include a redefinition of the marketing researcher, the on-going nature of marketing research, qualitative research, quantitative research, international marketing research, Internet marketing research, and ethical issues in marketing research. Based on their findings, they advise the manufactures. Another visible trend is the increasing use of television as an advertising medium. With cable television reaching to millions of homes, and with an increasing number of channels, television is clearly the favorite medium among advertising agencies and their clients. With its advantage of creating visual and emotional appeal, more than 40 percent of total money spend on advertising is consumed by this medium. The use of Internet for advertising is yet another trend. With about 25 million users, Internet advertising in India is increasingly on the rise. This may well explain the growth of Graphic Design & Advertising Agencies servicing their clients with high quality professional graphics, advertising material. With mobile phones and FM climbing the popularity chart, telecom firms and FM radios have joined hands with advertising agencies in India. Likewise outdoor advertising like billboards, hoarding have also become a reckoning force. Advertising in general means, any openly sponsored offering of goods, services, or ideas through any medium of public communication. At its inception advertising was merely an announcement; for example, entrepreneurs in ancient Egypt used criers to announce ship and cargo arrivals.

M9-Advertising Management The invention of printing, however, may be said to have ushered in modern advertising. After the influence of salesmanship began to insert itself into public notice in the 18th cent., the present elaborate form of advertising began to evolve. The advertising agencies, working on a commission basis, has been chiefly responsible for this evolution. The largest group of advertisers are the food marketers, followed by marketers of drugs and cosmetics, soaps, automobiles, tobacco, appliances, and oil products. The major criticisms of advertising are that it creates false values and impels people to buy things they neither need nor want and that, in fact, may be actually harmful (such as cigarettes). In reply, its defenders say that advertising is meant to sell products, not create values; that it can create a new market for products that fill a genuine, though latent, need; and that it furthers product improvement through free competition. Advertising in India is a highly competitive business. Today with the increasing consumer awareness no business can survive for long without advertising .with growing business competition it has become necessary to ensure right media mix to each target audience. Today,advertising agencies are precisely taking care of consumer needs and provide creative designs with concept & ideas. Advertisers in India reach about 75 per cent of the population through television, and almost the entire population through radio. Certain televised programs enjoy a viewership of more than 100 million. The Indian viewership exhibits a brand name recognition of both foreign and domestic products and services. With value added information such as television rating points, audience profiles, and opinion polls available to marketers, the sophistication of advertising in India is at par with world standards. The world's leading advertising agencies Ogilvy & Mather, J W Thompson, BBDO, Young & Rubican, Lintas, McCann Ericsson, Leo Burnett and a host of others all have a major presence in the Indian market. The major Indian advertising media are newspapers, magazines, television and radio, business publications and billboards. Advertising on the internet is the most cost-efficient way of reaching customers all over the world including ones own country.Indian advertising agencies need to wake up to the challenges posed by global economic trends and emerging interactive technologies like the Internet, Indian companies need to pay attention to characteristics of the new economy like open standards, digitalization, and volatility, as Internet-based communication offers "tremendous new opportunities for Indian companies via media convergence and re-intermediation." This also requires Indian advertising agencies to pay attention to the importance of online market research, since new media like the Net are bound to affect people's perceptions of advertising. The challenge for Indian advertising agencies in the coming years is to be able to target the rural market as well as the sophisticated urban market who may have Internet access.
DIRECTORATE OF ADVERTISING AND VISUAL PUBLICITY (DAVP)

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The Directorate of Advertising and Visual Publicity (DAVP) is the nodal agency of the Government of India for advertising by various Ministries and organisations of Government of India including public sector undertakings and autonomous bodies. At the time of the Second World War, the Government of India asked the leading advertisement agencies to form a consortium and set up a publicity unit in Shimla to handle war propaganda, tackle rumour mongering, put out messages about black-outs and handle recruitment to the armed forces. When the war ended, this consortium was converted into its present form. IT came into being in 1955.IT has its headquarters and regional offices in DELHI and Regional offices in Bangalore and Guwahati. Its work is further facilitated by two regional distribution centres at KOLKATA and CHENNAI. The DIRECTORATE includes an Exhibition Wing, Mass Mailing Wing, Outdoor Publicity Wing, Research Wing, Distribution Wing and Language Wing in addition to the Audio Visual Publicity Cell.
GLOBAL ADVERTISING

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.

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UNIT 5: ETHICS IN ADVERTISING

SOCIAL IMPACTS OF ADVERTISING

In recent times, the word Advertising has be converted into a fiercely mooted topic. Advertising has clear well negative, social nd economic impacts n ur society. Considering advertising a public welfare a clear social impact whereas exposing women a sex tool comes t th negative side. A far economic factors r concerned, funding fr th media nd stimulating n active nd competitive nation, r th major examples. Assorted techniques r enforced fr persuading consumers tht th want th product whh being advertised. Th techniques usually give attention t th benefits tht wuld b brought t th consumers very thn focusing n th real products. Fr instance, n automobile advertisement adverting th mechanical attributes f a vehicle, mt lkl concentrates th exhilaration, reputation nd social progression t m bring t th buyer. Th swarming advancement habitually sexual, r involving th opposite gender t attract th consumers wth th llnt-looking women/mens fancy car. Thr r various blames tht advertising causing a negative social impact n th lives. Th chief unfavorable judgment fr advertising tht t hales th public t bu things tht th r nt thr real want. It arrogated tht advertising plays wth emotions nd encourages people t rkn tht buying nd depleting r th activities f life. According t advertisers, th state tht people r competent enough t set thr mind nd n one n force thm t bu anything whh th dislike r whh th rkn not a necessity. Advertisers l rk n tht thr r clear impacts f advertising n ur society nd culture. Fr example, t n b used t generate awareness amongst th public tht whh product OK r t whh th huld NO. In thr words, advertising l acts n educator n th sense tht t educates people wht llnt nd wht trrbl fr thm nd puts a ceiling n th harmful products lk smoking nd drinking etc. Thr r nt nl social benefits f advertising, but t l h m economic advantages. Without advertising, th media, including newspapers, television nd radio wuld never b much strong. Advertising provides revenue fr commercial mediums whh wuld otherwise need t b funded b th real consumer f th mediums. S, w n see a major economic infrastructure based around advertising, n whh th hug companies fund nd subsidize th commercial media b th way f advertisements. Th major economic negative aspect f advertising tht t boosts th price f goods nd services. Th source f th contention tht, whn organizations subsidize th mass media wth advertising, w, th purchaser, subsidize advertising b compensating a grossly increased price fr heavily advertised goods nd services. An simple example f th tht a box f Omo washing powder generally expenditure around two t three dollars whl th promote price f th product wuld b seven t eight dollars. Th fact behind th tht th remaining proportion goes n heavy advertising n television nd print media. S, th impact f advertising n ur society n a muddle form, depending n th functions nd implementations f numerous campaigns. Our society nd th marketing f products depend very trrbl upon advertising. Th companies h b converted nt much dependent f advertising tht even t negative impacts n never outweigh th many clear social nd economic effects. Advertising- Its Impact on Society Every time you switch on the TV and you will see some products being pushed on you with some assurance. This is advertising. Your mind is being sold to these advertisers. Advertising is the promotion of product or services. This gives companies a way to expose their products to people and hence maximize their sales. Without advertisement not a single farm or company can grow in this world of competition. Advertising is the mostly debated topic now. Like every other thing it has also some positive as well some negative points. If it has some positive aspect of social and economical impact on society then it do have some negative impact also. Advertising a public welfare program has positive social impact whereas exposing woman in an advertisement has negative impact on society. Advertising is a mass marketing technique. Assorted techniques are used for advertising which persuades the consumers that why they need the product which is being advertised. They focus more on the benefits, which consumer will get from that product, rather than the product itself. Through advertising, products can be known to public easily. They can decide which product they need and why. Thus increasing the consumption and as a result also increasing the demand of the product. Advertising can also be used to generate awareness among public that which product they use and to which product they can say no. It can also be used to educate people about certain diseases or danger (example: - AIDS, TB, viral diseases, etc.). Even the backward people are now aware of many diseases and their problems. And all these credits goes to proper advertising. Diseases like Polio could never been controlled if the timings for polio drops arent advertised regularly. Advertising can also be used to inform public about social events like concerts and performances. Charities can use media to advertise about the illnesses and encourage people for donations. Social organizations and NGOs can use the mean of advertisement for promoting their campaigns. Seeking help through advertisement during epidemics or natural calamities can help a lot.

M9-Advertising Management There are also various blames that advertising is causing negative social impact on lives. Even if advertising has a vast good impacts on society, it can be ruled out that is has bad impact also. It plays with the emotions of general public and encourages them to think that buying and depleting are the activities of life. Advertising posters of modern films, where sexuality is shown much than the actual theme of the movie, can divert the society a lot. Materialism is being much glorified through advertisements, which can again have dangerous consequences Society is becoming ignorant towards social or world issues because we are too obsessed to satisfy our newly created needs. We want to earn more and more money so that we can buy happiness in forms of products, being advertised as they can bring all the happiness in our lives. We are starving for material goals, because we always just want to have more. Products which are heavily advertised are expensive due to the cost spent on advertising. It is true that advertising increases consumption, but its also true that the more we consume, the more we destroy the environment, because if demand increases production also increases. Thus the need of raw materials also increases. There are two advertisements, shown below. Both of them are of same products, that is ice-cream, but with different forms. One can judge from them that which one have positive and which one can have negative impact on society. So, we can say that advertising has positive as well as negative impact on society. The balance, of what is necessary and what really not needed should be focused more. Advertisement can create contentment but can also simultaneously create discontentment. Our society and the marketing of products depend so badly on advertisement that even its negative impact on society cant outweigh the many positive social and economical effects.
ETHICS AND MORALS OF ADVERTISING

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The field of advertising is extremely broad and diverse. In general terms, of course, an advertisement is simply a public notice meant to convey information and invite patronage or some other response. As that suggests, advertising has two basic purposes: to inform and to persuade, and while these purposes are distinguishable both very often are simultaneously present. Advertising is not the same as marketing (the complex of commercial functions involved in transferring goods from producers and consumers) or public relations (the systematic effort to create a favorable public impression or image of some person, group, or entity). In many cases, though, it is a technique or instrument employed by one or both of these. Advertising can be very simple a local, even neighborhood,' phenomenon or it can be very complex, involving sophisticated research and multimedia campaigns that span the globe. It differs according to its intended audience, so that, for example, advertising aimed at children raises some technical and moral issues significantly different from those raised by advertising aimed at competent adults. Not only are many different media and techniques employed in advertising; advertising itself is of several different kinds: commercial advertising for products and services; public service advertising on behalf of various institutions, programs, and causes; and a phenomenon of growing importance today political advertising in the interests of parties and candidates. No doubt advertising, like the media of social communications in general, does act as a mirror. But, also like media in general, it is a mirror that helps shape the reality it reflects, and sometimes it presents a distorted image of reality. Advertisers are selective about the values and attitudes to be fostered and encouraged, promoting some while ignoring others. This selectivity gives the lie to the notion that advertising does no more than reflect the surrounding culture. For example, the absence from advertising of certain racial and ethnic groups in some multi-racial or multi-ethnic societies can help to create problems of image and identity, especially among those neglected, and the almost inevitable impression in commercial advertising that an abundance of possessions leads to happiness and fulfillment can be both misleading and frustrating. Advertising also has an indirect but powerful impact on society through its influence on media. Many publications and broadcasting operations depend on advertising revenue for survival. This often is true of religious media as well as commercial media. For their part, advertisers naturally seek to reach audiences; and the media, striving to deliver audiences to advertisers, must shape their content so to attract audiences of the size and demographic composition sought. This economic dependency of media and the power it confers upon advertisers carries with it serious responsibilities for both. The Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in today's world, so that, as Pope Paul VI remarked, "No one now can escape the influence of advertising." Even people who are not themselves exposed to particular forms of advertising confront a society, a culture, other people, affected for good or ill by advertising messages and techniques of every sort. Some critics view this state of affairs in unrelieved negative terms. They condemn advertising as a waste of time, talent and money - an essentially parasitic activity. In this view, not only does advertising have no value of its own, but also its influence is entirely harmful and corrupting for individuals and society. But advertising also has significant potential for good, and sometimes it is realized. Here are some of the ways that happens.

M9-Advertising Management a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system guided by moral norms and responsive to the common good contributes to human development. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world and which - provided they conform to moral standards based upon integral human development. In such a system, advertising can be a useful tool for sustaining honest and ethically responsible competition that contributes to economic growth in the service of authentic human development. Advertising does this, by informing people about the availability of rationally desirable new products and services and improvements in existing ones, helping them to make informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. All of these can contribute to the creation of new jobs, higher incomes and a more decent and humane way of life for all. b) Benefits of Political Advertising Political advertising can make a contribution to democracy, to its contribution to economic well being in a market system guided by moral norms. Political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent intellectual, aesthetic and moral quality presented with the public interest in view, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty, tasteful and entertaining. d) Moral and Religious Benefits of Advertising In many cases, too, benevolent social institutions, including those of a religious nature, use advertising to communicate their messages - messages of faith, of patriotism, of tolerance, compassion and neighborly service, of charity toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. The harm done by Advertising There is nothing intrinsically good or intrinsically evil about advertising. It is a tool, an instrument: it can be used well, and it can be used badly. If it can have, and sometimes does have, beneficial results such as those just described, it also can, and often does, have a negative, harmful impact on individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes, too, the information function of media can be subverted by advertisers' pressure upon publications or programs not to treat of questions that might prove embarrassing or inconvenient. More often, though, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways: buy certain products or services, patronize certain institutions, and the like. This is where particular abuses can occur. The practice of "brand"-related advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives ("brand loyalty," status, fashion, "sex appeal," etc.) instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic process, but it also can obstruct it. This happens when, for example, the costs of advertising limit political competition to wealthy candidates or groups, or require that office-seekers compromise their integrity and independence by over-dependence on special interests for funds. Such obstruction of the democratic process also happens when, instead of being a vehicle for honest expositions of candidates' views and records, political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to people's emotions and base instincts to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values. We have spoken of the economic harm that can be done to developing nations by advertising that fosters consumerism and destructive patterns of consumption. The indirect but powerful influence exerted by advertising upon the media of social communications that depend on revenues from this source points to another sort of cultural concern. In the competition to attract ever-larger audiences and deliver them to advertisers, communicators can find themselves tempted in fact pressured, subtly or not so subtly to set aside high artistic and moral standards and lapse into superficiality.

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M9-Advertising Management All too often, advertising contributes to the invidious stereotyping of particular groups that places them at a disadvantage in relation to others. This often is true of the way advertising treats women; and the exploitation of women, both in and by advertising, is a frequent, deplorable abuse. d) Moral and Religious Harms of Advertising Advertising can be tasteful and in conformity with high moral standards, and occasionally even morally uplifting, but it also can be vulgar and morally degrading. Frequently it deliberately appeals to such motives as envy, status seeking and lust. Today, too, some advertisers consciously seek to shock and titillate by exploiting content of a morbid, perverse, pornographic nature. We note, too, certain special problems relating to advertising that treats of religion or pertains to specific issues with a moral dimension. In cases of the first sort, commercial advertisers sometimes include religious themes or use religious images or personages to sell products. It is possible to do this in tasteful, acceptable ways, but the practice is obnoxious and offensive when it involves exploiting religion or treating it flippantly. In cases of the second sort, advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Within this very general framework, we can identify several moral principles that are particularly relevant to advertising. We shall speak briefly of three: truthfulness, the dignity of the human person, and social responsibility. a) Truthfulness in Advertising Even today, some advertising is simply and deliberately untrue. Generally speaking, though, the problem of truth in advertising is somewhat more subtle: it is not that advertising says what is overtly false, but that it can distort the truth by implying things that are not so or withholding relevant facts. To be sure, advertising, like other forms of expression, has its own conventions and forms of stylization, and these must be taken into account when discussing truthfulness. People take for granted some rhetorical and symbolic exaggeration in advertising; within the limits of recognized and accepted practice, this can be allowable. b) The Dignity of the Human Person There is an "imperative requirement" that advertising "respect the human person, his right duty to make a responsible choice, his interior freedom; all these goods would be violated if man's lower inclinations were to be exploited, or his capacity to reflect and decide compromised." Advertising can violate the dignity of the human person both through its content what is advertised, the manner in which it is advertised and through the impact it seeks to make upon its audience. This problem is especially acute where particularly vulnerable groups or classes of persons are concerned: children and young people, the elderly, the poor, and the culturally disadvantaged. Much advertising directed at children apparently tries to exploit their credulity and suggestibility, in the hope that they will put pressure on their parents to buy products of no real benefit to them. Advertising like this offends against the dignity and rights of both children and parents; it intrudes upon the parent-child relationship and seeks to manipulate it to its own base ends. Also, some of the comparatively little advertising directed specifically to the elderly or culturally disadvantaged seems designed to play upon their fears so as to persuade them to allocate some of their limited resources to goods or services of dubious value. c) Advertising and Social Responsibility Advertising that fosters a lavish life style which wastes resources and despoils the environment offends against important ecological concerns. "In his desire to have and to enjoy rather than to be and grow, man consumes the resources of the earth and his own life in an excessive and disordered way. ... Man thinks that he can make arbitrary use of the earth" Advertising that reduces human progress to acquiring material goods and cultivating a lavish life style expresses a false, destructive vision of the human person harmful to individuals and society alike. When people fail to practice "a rigorous respect for the moral, cultural and spiritual requirements, based on the dignity of the person and on the proper identity of each community, beginning with the family and religious societies," then even material abundance and the conveniences that technology makes available "will prove unsatisfying and in the end contemptible." Ethical Advertising Standard Definitions For the purpose of this standard: The term "advertisement" is taken in its broadest sense, and means any form of advertising for goods or services, regardless of the medium used; The term "product" refers to any good or service; The term "consumer" refers to any person to whom an advertisement is addressed or who can reasonably be expected to be reached by it whether as a final consumer or as a trade customer or user.

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M9-Advertising Management Basic Principles 1. All advertising should be legal, decent, honest and truthful. Every advertisement should be prepared with a due sense of social responsibility and should conform to the principles of fair competition, as generally accepted in business. 2. No advertisement should be such as to impair public confidence in advertising. Decency: Advertisements should not contain statements or visual presentations, which offend prevailing standards of decency. Honest: Advertisements should be so framed as not to abuse the trust of consumers or exploit their lack of experience or knowledge. Social Responsibility: Advertisements should not condone any form of discrimination, including that based upon race, national origin, religion, sex or age, nor should they in any way undermine human dignity. Advertisements should not (without justifiable reason) play on fear. Advertisements should not appear to condone or incite violence, or to encourage unlawful or reprehensible behavior. Advertisements should not play on superstition. Truthful presentation: Advertisements should not contain any statement or visual presentation, which directly or by implication, omission, ambiguity or exaggerated claim is likely to mislead the consumer, in particular with regard to: Characteristics such as: nature, composition, method and date of manufacture, range of use, efficiency and performance, quantity, commercial or geographical origin or environmental impact; The value of the product and the total price actually to be paid; Delivery, exchange, return, repair and maintenance; Terms of guarantee; Copyright and industrial property rights such as patents, trade marks, designs and models and trade names; Official recognition or approval, awards of medals, prizes and diplomas; The extent of benefits for charitable causes. Advertisements should not misuse research results or quotations from technical and scientific publications. Statistics should not be so presented as to exaggerate the validity of advertising claims. Scientific terms should not be used to falsely ascribe scientific validity to advertising claims. Comparisons: Advertisements containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principles of fair competition. Points of comparison should be based on facts that can be substantiated and should not be unfairly selected. Unassembled Merchandise: When advertised merchandise requires partial or complete assembly by the purchaser; the advertising should disclose that fact, e.g., "unassembled," "partial assembly required." Testimonials: Advertisements should not contain or refer to any testimonial or endorsement unless it is genuine, verifiable, relevant and based on personal experience or knowledge. Testimonials or endorsements that have become obsolete or misleading through passage of time should not be used. Portrayal or imitation of personal property: Advertisements should not portray or refer to any persons, whether in a private or a public capacity, unless prior permission has been obtained; nor should advertisements without prior permission depict or refer to any person's property in a way likely to convey the impression of a personal endorsement. Exploitation of goodwill: Advertisements should not make unjustifiable use of the name, initials, logo and/or trademarks of another firm, company or institution nor should advertisements in any way take undue advantage of another firm, person or institution's goodwill in its name, trade name or other intellectual property, nor should advertisements take advantage of the goodwill earned by other advertising campaigns. Imitation: Advertisements should not imitate the general layout, text, slogan, visual presentation, music and sound effects, etc., of any other advertisements in a way that is likely to mislead or confuse the consumer. Where advertisers have established distinctive advertising campaigns in one or more countries, other advertisers should not unduly imitate these campaigns in the other countries where the former may operate, thus preventing them from extending their campaigns within a reasonable period of time to such countries. Identification of advertisement: Advertisements should be clearly distinguishable as such, whatever their form and whatever the medium used; when an advertisement appears in a medium which contains news or editorial matter, it should be so presented that it will be readily recognized as an advertisement. Safety and health: Advertisements should not without reason, justifiable on educational or social grounds, contain any visual presentation or any description of dangerous practices or of situations, which show a disregard for safety or health. Children and young people: The following provisions apply to advertisements addressed to children and young people who are minors under the applicable national law. Inexperience and Credulity Advertisements should not exploit the inexperience or credulity of children and young people. Advertisements should not understate the degree of skill or age level generally required to use or enjoy the product.

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M9-Advertising Management Special care should be taken to ensure that advertisements do not mislead children and young people as to the true size, value, nature, durability and performance of the advertised product. If extra items are needed to use it (e.g., batteries) or to produce the result shown or described (e.g., paint) this should be made clear. A product that is part of a series should be clearly indicated, as should the method of acquiring the series. Where results of product use are shown or described, the advertisement should represent what is reasonably attainable by the average child or young person in the age range for which the product is intended. Price indication should not be such as to lead children and young people to an unreal perception of the true value of the product, for instance, by using the word 'only'. No advertisements should imply that the advertised product is immediately within reach of every family budget. Avoidance of Harm: Advertisements should not contain any statement or visual presentation that could have the effect of harming children and young people mentally, morally or physically or of bringing them into unsafe situations or activities seriously threatening their health or security, or of encouraging them to consort with strangers or to enter strange or hazardous places. Guarantees: Advertisements should not contain any reference to a guarantee, which does not provide the consumer with additional rights to those provided by law. Advertisements may contain the word "guarantee", "guaranteed", "warranty" or "warranted" or words having the same meaning only if the full terms of the guarantee as well as the remedial action open to the purchaser are clearly set out in the advertisements, or are available to the purchaser in writing at the point of sale, or come with the goods. Unsolicited products: Advertisements should not be used to introduce or support the practice whereby unsolicited products are sent to persons who are required, or given the impression that they are obliged to accept and pay for these products. Claimed Results: Claims as to energy savings, performance, safety, efficacy, results, etc. which will be obtained by or realized from a particular product or service should be based on recent and competent scientific, engineering or other objective data. Layout and Illustrations: The composition and layout of advertisements should be such as to minimize the possibility of misunderstanding by the reader. For example, prices, illustrations, or descriptions should not be so placed in an advertisement as to give the impression that the price or terms of featured merchandise apply to other merchandise in the advertisement when such is not the fact. An advertisement should not be used which features merchandise at a price or terms boldly displayed, together with illustrations of higher-priced merchandise, so arranged as to give the impression that the lower price or more favorable terms apply to the other merchandise, when such is not the fact. Asterisks and Abbreviations: An asterisk may be used to impart additional information about a word or term, which is not in itself inherently deceptive. The asterisk or other reference symbol should not be used as a means of contradicting or substantially changing the meaning of any advertising statement. Information referenced by asterisks should be clearly and prominently disclosed. Commonly known abbreviations may be used in advertising. However, abbreviations not generally known to or understood by the general public should be avoided. Environmental behavior: Advertisements should not appear to approve or encourage actions, which contravene the law, selfregulating codes or generally accepted standards of environmentally responsible behavior. Responsibility: Responsibility for the observance of the rules of conduct laid down in the Code rests with the advertiser, the advertising practitioner or agency, and the publisher, media owner or contractor. Advertisers should take the overall responsibility for their advertising. Advertising practitioners or agencies should exercise every care in the preparation of advertisements and should operate in such a way as to enable advertisers to fulfill their responsibilities. Publishers, medium-owners or contractors, who publish, transmit or distribute advertisements should exercise due care in the acceptance of advertisements and their presentation to the public. Those employed within a firm, company or institution coming under the above three categories and who take part in the planning, creation, publishing or transmitting of an advertisement have a degree of responsibility commensurate with their positions for ensuring that the rules of the Code are observed and should act accordingly. Rules apply to entirety of advertisement: The responsibility for observance of the rules of the Code embraces the advertisement in its entire content and form, including testimonials and statements or visual presentations originating from other sources. The fact that the content or form originates wholly or in part from other sources is not an excuse for nonobservance of the rules. Effect of subsequent redresses for contravention: While an advertiser's subsequent correction and appropriate redress for a contravention of the Code is desirable, they cannot excuse the original contravention of the Code. Alarmist Marketing: An advertiser should not engage in speculation or provide information intended to cause alarm and force action. Such actions include overstating the legal implications of a non-defined action. Substantiation: Descriptions, claims or illustrations relating to verifiable facts should be capable of substantiation. Advertisers should have such substantiation available so that they can produce evidence without delay to the self-regulatory bodies responsible for the operation of the Code.

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M9-Advertising Management Advertising is rated on the following 10 attributes: Being likeable Being believable Being easy to understand Being unique & distinctive Providing new information Having appetite appeal Offering good deals Motivating purchase interest Improving the chain's image Overall basis
ADVERTISING REGULATION

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Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated the most. Many communities have their own rules, particularly for outdoor advertising. Sweden and Norway prohibit domestic advertising that targets children. Some European countries dont allow sponsorship of childrens programs, no advertisement can be aimed at children under the age of twelve, and there can be no advertisements five minutes before or after a childrens program is aired. In the United Kingdom advertising of tobacco on television, billboards or at sporting events is banned. Similarly alcohol advertisers in the United Kingdom are not allowed to discuss in a campaign the relative benefits of drinking, in most instances therefore choosing to focus around the brand image and associative benefits instead of those aligned with consumption. There are many regulations throughout the rest of Europe as well. In many non-Western countries, a wide-variety of linguistic and non-linguistic strategies are used to mock and undermine regulations. Two of the most highly regulated forms of advertising are tobacco advertising and alcohol advertising. Advertising Regulations in India General principles and some specific rules are given in the Cable Television Network Rules, 1994 and no programme is allowed to carry advertisements exceeding 10 minutes per hour in addition to two minutes per hour of a channels selfpromotional programmes. For a full understanding of the regulatory issues, reference should also be made to the laws of the country, the Constitution of India, the Consumer Protection Act, 1986 and also the standards of practice for advertising agencies as approved by the Advertising Agencies Association of India, based in Mumbai. Advertisements which do not comply with these rules or which offend morality, decency and religious susceptibilities of subscribers will not be allowed. Religion, race, caste, colour, creed, nationality, women and children are all protected. Social evils such as dowry or child marriage must not be exploited. Care must be taken not to incite people to crime, cause disorder or violence, breach the law or glorify violence or obscenity in any way. Criminality must not be presented as desirable. The national emblem, any part of the Constitution, or the person or personality of a national leader or a State dignitary must not be exploited. Advertisements wholly or mainly of a religious or political nature are explicitly disallowed. Regulations such as those relating to motoring advertising are relevant across several general categories: Advertisements have a significant influence on peoples behaviour. As such, advertisers are encouraged to depict advertisements in a manner which promotes safe practices. No portrayal of violating traffic rules must be made. Safe practices such as the wearing of helmets and fastening of seatbelts and not using mobiles/cell phones when driving should be depicted. Claims relating to special, miraculous or super-natural properties or qualities that would be difficult to prove must not be included in advertising. Indecent, vulgar, suggestive, repulsive or offensive themes or treatment shall be avoided in all advertisements. In addition, the picture and the audible matter of the advertisement shall not be excessively loud. Advertisements which promote the production, sale or consumption of the following products are explicitly forbidden: Cigarettes, tobacco products Wine, alcohol, liquor or other intoxicants Infant milk substitutes, feeding bottle or infant food Some Advertising Regulations: Advertising minutes per hour: 12 minutes including 2 minutes of programme promos. Advertising revenue restrictions: No limitations. Tobacco: Prohibited Alcohol: Prohibited Contraception: Not mentioned explicitly. Food and Beverage: All nutritional claims in food and beverage advertisements need to be substantiated scientifically. Unless a food product has been nutritionally designed as a meal replacement, it should not be portrayed as such. The most explicit guidelines relate to food and beverage advertising targeting children (see below).

M9-Advertising Management Children: Any advertisement which endangers the safety of children or creates in them any interest in unhealthy practices or shows them begging or in an undignified or indecent manner shall not be carried in the cable service. Advertising to children should portray accurately the products in a way that is in keeping with their ability to understand. Ads for food should not show or encourage over-consumption. Parental guidance in ensuring proper food choices for children should not be undermined. Visual representation of foods and beverages should be true to fact. Care needs to be taken in the advertising of food and beverages to children under 13 especially ones containing relatively high levels of fat, sugar and salt. Ads should not encourage pester power nor imply duty or obligation. Women: No advertisement will be allowed which in its depiction of women violates the constitutional guarantees to all citizens. No advertisement shall be permitted which projects a derogatory image of women. Women must not be portrayed in a manner that emphasises passive, submissive qualities and encourages them to play a subordinate, secondary role in the family and society. The cable operator shall ensure that the portrayal of the female form, in the programmes carried in his cable service, is tasteful and aesthetic, and is within the well established norms of good taste and decency; Product Placement: All advertisement should be clearly distinguishable from the programme and should not in any manner interfere with the programme such as the use of lower part of screen to carry captions, static or moving alongside the programme.
ASSOCIATION FOR THE ADVANCEMENT OF ARTIFICIAL INTELLIGENCE (AAAI)

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The Association for the Advancement of Artificial Intelligence or AAAI is an international, nonprofit, scientific society devoted to advancing the scientific understanding of the mechanisms underlying thought and intelligent behavior and their embodiment in machines. AAAI also aims to increase public understanding of artificial intelligence (AI), improve the teaching and training of AI practitioners, and provide guidance for research planners and funders concerning the importance and potential of current AI developments and future directions. The organization was founded in 1979 under the name "American Association for Artificial Intelligence" and changed its name in 2007 to "Association for the Advancement of Artificial Intelligence". It has in excess of 6,000 members worldwide. In its early history, the organization was presided over by notable figures in computer science such as Allen Newell, Edward Feigenbaum, Marvin Minsky and John McCarthy. The previous president is Eric Horvitz, the president is Henry Kautz, and the president elect is Manuela Veloso. The AAAI provides many services to the Artificial Intelligence community. The AAAI sponsors many conferences and symposia each year as well as providing support to 14 journals in the field of artificial intelligence. The AAAI also established the "AAAI Press" in association with the MIT Press in 1979 to produce books of relevance to artificial intelligence research. Additionally, the AAAI produces a quarterly publication, AI Magazine, which is written in such a way that it allows researchers to broaden the scope of their knowledge beyond their sub-fields. This magazine was first published in 1980. AAAI organises the "AAAI Conference on Artificial Intelligence", which is considered to be one of the top conferences in the field of artificial intelligence. Every other year, AAAI works with other AI organizations worldwide to put together the International Joint Conference on Artificial Intelligence (IJCAI).
ADVERTISING STANDARDS COUNCIL OF INDIA (ASCI)

Advertising Standards Council of India (ASCI) is a self-regulatory voluntary organization of the advertising industry. Like other countries around the world, India too has a self regulatory organization (SRO) for advertising content The Advertising Standards Council of India, ASCI founded in 1985. The three main constituents of advertising industry viz advertisers, advertising agencies and media came together to form this independent NGO. The aim of ASCI is to maintain and enhance the public's confidence in advertising. Their mandate is that all advertising material must be truthful, legal and honest, decent and not objectify women, safe for consumers - especially children and last but not the least, fair to their competitors. Members of ASCI ASCIs team consists of the Board of Governors , the Consumer Complaints Council (CCC) and its Secretariat. ASCI has 12 members in its the Board of Governors, four each representing the key sectors such as Advertisers, advertising agencies, media and allied professions such as market research, consulting, business education etc. The CCC currently has about 21 members: 9 are from within the industry and 12 are from the civil society like well-known doctors, lawyers, journalists, academicians, consumer activists, etc. The CCCs decision on complaint against any ad is final. ASCI also has its own independent Secretariat of 5 members which is headed by the Secretary General. There is no other non governmental body in India which regulates the advertising content that is released in India. If an ad that is released in India seems objectionable, a person can write to ASCI with their complaint. This complaint will be deliberated on by the CCC after providing due process to advertiser to defend the ad against the complaint and depending on whether the ad is in alignment with the ASCI code and law of the land, the complaint is upheld or not upheld and if upheld then the ad is voluntarily either withdrawn or modified. In 2007, the Government of India amended the Cable TV Network Rules Advertising Code by which ads which violate ASCI code cannot be permitted on TV.

M9-Advertising Management Self-Regulation Almost all professional fields have self regulatory bodies governing their activities. For the advertising fraternity, until 1985 there was none. Due to this there was a lot of false, misleading and offensive advertising. This led to consumers losing faith in advertising and hence resenting it. It was decided that if this continued it would not take time for statutory regulations such as censorship to be imposed on advertising content. In 1985, ASCI to be imposed on advertisers and advertising agencies. This would make fair, truthful and decent advertising almost impossible which would in turn hinder the industrys ability to compete and grow. In 1985, the ASCI adopted a Code for Self-Regulation in Advertising. With the introduction of the code, the aim is to promote honest and decent advertising and fair competition in the industry. It will also ensure the protection of consumer interests and the all concerned with the ad industry - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements. As the fraternity starts accepting the code, it will result in fewer false claims, fewer unfair advertisements and increased respect for advertisers. Need for ASCI When an advertiser is creating an ad, the consumer is his audience. The feedback from a consumer is important to the advertiser so he can be assured if his message has been correctly conveyed. If a consumer feels that a particular advertisement is in bad taste or is false in its claims, they need a body or council to whom they can air their grievances and who will take any appropriate action, if necessary. ASCI as a self regulatory body governing advertising content is the ideal medium as its purpose is to serve both the advertisers as well as the consumers.

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