Download Definition: Advertising represents any paid form of

ADVERTISING &P.R
What is advertising?
Definition: Advertising represents any paid form of nonspersonal presentation and promotion of
ideas, goods, or services by an identified sponsor.
Advertising can be called as a method used by businesses, companies and other organizations to
promote their goods and services to the public. The ultimate aim of advertising is to increase
sales by showing these goods and services in a positive light. The idea is to drive consumer
behavior in a particular way in regard to a product, service or concept.
Advertising is an essential part of any company or business, and is usually allotted considerable
support, resources, strategy and funding. There are many different advertising mediums, all of
which serve a variety of different purposes in different locations.
Advertising is mainly centered on achieving the following aims and goals for the majority of
businesses:

Increasing the buzz-value of the brand or the company.
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Increasing the sales of the product/service.
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Introduction of a new product, service or event.

Creating and maintaining a brand identity or brand image.
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Communicating a change in the existing product line.
These goals in advertising are achieved through setting some primary objectives for advertising
An advertising objective is a specific communication task to be accomplished, with a specific
target audience during a specific targeted time.
Objectives are classified by primary purpose:
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Inform

Persuade

Remind
Informative advertising is used when, introducing a new product category; the objective is to
build primary demand, through different appeals of advertising. Either by comparing directly or
indirectly with other brands.
Persuasive advertising is important with increased competition, to create selective demand.
Reminder advertising is important with mature products, to help maintain customer
relationships and keep customers thinking about the product. It is also important to keep the
brand loyalty intact and also targeting new potential customers.
Setting the Advertising Budget:
A brand’s advertising budget often depends on its stage in the product life cycle. New products
need large advertising budgets to build awareness and to gain consumer trail. Mature brands
require lower budgets as a ratio to sales.
Undifferentiated brands – those that closely resemble other brands in their product class (beer,
soft drinks, laundry detergents) – may require heavy advertising to set them apart. When the
product differs greatly from competitors, advertising can be used to point out the differences to
consumers.
Developing the advertising Strategy: Advertising strategy is the strategy by which the
company accomplishes its’ objectives and consists of :

Creating advertising messages

Selecting the advertising media
Message strategy:
The first step in creating effective advertising messages is to plan a message strategy – to decide
what general message will be communicated to consumers. The purpose of advertising is to get
consumers to think about or react to the product or company in a certain way. People will react
only if they believe that they will benefit from doing so.
Thus, developing an effective message strategy begins with identifying customer benefits that
can be used as advertising appeals. Ideally, advertising message strategy will follow directly
from the company’s broader positioning strategy.
Creative Concept:
Advertising appeals should have three characteristics: First, they should be meaningful, pointing
out benefits that make the product more desirable or interesting to consumers. Second, appeals
must be believable – consumers must believe that the product or service will deliver the
promised benefits.
Appeals should also be distinctive – they should tell how the product is better than the competing
brands.
Execution: Message execution is when the advertiser turns the big idea into actual advert
execution, to capture the attention and interest of the audience. With so many products and
service providers in the marketplace, using a proven technique in your advertising increases the
likelihood that your ad dollars will return value. Basic techniques used in propaganda transfer
successfully to advertising and remain the most frequently employed.
Repetition
Repetition is a simple yet effective technique used to build identity awareness and customer
memory. Even advertisements using other successful approaches mention the product or
company name more than once, particularly in television because its combination of sight and
sound, allows the advertiser to disguise the repetition by changing its delivery (from visual to
audio). An ad first shown during a Super Bowl broadcast for a product called HeadOn remains
the classic example of this advertising technique. Though the advertisement never explained
what the product does, viewers remembered its name.
Claims
Advertising that promotes specific features or makes claims about what a product or service can
do for the potential customers provides successful results by informing, educating and
developing expectations in the buyer. Claims can state facts or simply use hype, such as calling
one brand of orange juice "the best" when nutritionally it is identical to other brands. Claims may
mislead through omission or by using what some advertisers and political campaigners call
"weasel words." These are subtle statement modifiers that render the claim meaningless if
studied closely. Common weasel words include "helps," "fights" and "virtually."
Association/Celebrity endorsement:
Associating a product or company with a famous person, catchy jingle, desirable state of being
or powerful emotion creates a strong psychological connection in the customer. Sporting
equipment companies use successful athletes in their ads, automakers display their cars in front
of mansions, brewers show their beer consumed by groups of friends having fun and cosmetic
companies sign celebrities to represent their products. These ads encourage an emotional
response in customers, which then is linked to the product being advertised, making it attractive
through transference.
Bandwagon
The bandwagon technique sells a product or service by convincing the customer that others are
using it and they should join the crowd. Other bandwagon advertisements suggest that the
customer will be left out if they do not buy what's being sold. These ads often employ "glittering
generalities," words linked to highly valued ideas or concepts that evoke instant approval, which
may or may not relate to the subject of the advertisement. "America loves..." connects patriotism
with a product, creating an automatic positive response.
Promotions
Coupons, sweepstakes, games with prizes and gifts with purchases create excitement, and
participation encourages customers to build a relationship with the sponsoring product or service.
The attraction of getting something "free" or earning "rewards" makes promotions successful.
Limited-time offers and entry deadlines add urgency to this advertising technique's call to action.
Rhetorical Question:
Emotional Hook: This type of advertising techniques is used to play with audiences and
successfully latching onto any of the emotional hook of viewers, they can connect or relate to the
situation. The advert can use emotions like:
Fear
Love
Friendship
Adventure
Empathy/Sadness
Happiness/Emancipation
Awareness/Alarm
Executional Frameworks:
Executional framework is the manner in which an advertising appeal is presented. The
executional framework is chosen after an advertising appeal has been selected. Each appeal can
be presented in different executional frameworks.
Animation: Animation is a popular type of executional framework. In recent years the use of
animation in advertising has dramatically increased. This is due in part to the growing
sophistication of computer graphics programs. Animation characters can be human, animal or
product personification. Currently, advertising is one of the most popular advertising techniques
.Successful films like Finding Nemo and The Incredibles generated a great deal of interest in
animation advertising. is mostly used in television spots, It can also be used in internet ads.
Slice Of Life: In slice of life commercials, advertisers tend to provide solutions to everyday
problems consumers or businesses face. This format was made famous by Procter & Gamble
during the early days of television advertising in the 1950’s.The advertisements usually show
common experiences and especially the problems people encounter. Then, the good or service is
made available to solve the problem. It usually has four components:




Encounter
Problem
Interaction
Solution
In some of the ads, the actors portray the dilemma or problem and solve the problems
themselves. In others, a voice-over explains the benefits or solution to the problem that the good,
service, or company provides. Slice-of-life executional frameworks are possible inmost media,
including magazines or billboards, because a single picture can depict a normal, everyday
situation or problem. The challenge is creating one image that can tell the entire story, with the
product being the solution.
Dramatization:
Dramatization is similar to slice of life executional framework. It uses the same format in which
a problem is presented first, and then the solution is offered. The difference lies in intensity and
format of the story. Dramatization uses high level of excitement and suspense to tell the story. A
dramatization usually builds to a crisis point. An effective drama advert is difficult to create,
because the drama has to be completed in either 30 or 60 seconds usually. Not all dramatized
adverts designed, produce high level of suspense. It is most commonly practiced in T.V.
Testimonials:
This type of executional framework is very successful especially in buissness to buissenes and
service sectors. When a customer is presented in an advertisement telling about a positive
experience with a product, it is a testimonial. In the business-to-business sector, testimonials
from current customers add credibility to the claims being made. In many business buying
situations, prospective vendors are asked for references. Testimonials provide references in
advance. Further, most buyers believe what others say about a company more than they believe
what a company says about itself. Thus, testimonials by someone else offer greater credibility
than self-proclamations. One major reason companies choose testimonials is that they enhance
company’s credibility.
Demonstration:
A demonstration execution shows how a product works. A demonstration is an effective way to
communicate the attributes of a product to viewers. Other product benefits can be described as
the product is exhibited. For example, one recent advertisement featured a new form of dust
cloth that could be attached to a handle or used separately. The demonstrationhighlighted the
product’s multiple uses by cleaning a television screen, a wooden floor,a saxophone, and light
fixtures on the ceiling. Thus, consumers were being shown how touse the product while at the
same time hearing about its advantages. These ads are usually suited for T.V and internet flash
ads.
Fantasy:
Some type of advertisements lend themselves to fantasy type of framework. Fantasy executions
are designed to life the audience from the real world to a make belief experience.Some fantasies
are meant to be realistic. Others are completely irrational. Often the more irrational an illogical
ads are consumers tend to recall them.
Straight sell/Informative advertising:
A common advertising executional framework is an informative advertisement.Informative ads
present information to the audience in a straightforward manner. Agencies prepare informative
messages extensively for radio advertisements, where only verbal communication is possible.
Informative ads are less common in television and print because consumers tend to ignore them.
With so many ads bombarding the consumer, it takes more than just the presentation of
information to capture someone’s attention. An informative business ad featuring a new piece of
industrial equipment works well next to an article about the capital costs of equipment.
Consequently, informative ads have limited uses but can be effective when placed properly.
Sceintific/Technical Evidence:
Advertising presents each of these as an expert or authority in a particular field. These experts
normally talk about the brand attributes that make the product superior. Many authoritative
advertisements include some type of scientific or survey evidence. Independent organizations
such as the American Medical Association undertake a variety of product studies. Quoting the
results gives an ad greater credibility. Stating that four out of five dentists recommend a
particular toothbrush or toothpaste is less effective, because consumers do not have details about
how the survey was conducted or even how many dentists were surveyed (5 or 50). Any
scientific, independent, unpaid source makes an advertising claim more powerful.