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 The main steps in developing an effective
communication are
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Identify target audience
Determine the communication objectives
Designing the message
Select the communication channels
Allocate the total promotion budget
Decide on the promotion mix
Measure the promotion’s results
Manage and coordinate the total marketing process
 Identify target audience
 Through the process of Segmentation and targeting, find
the target audience
 a) Who could be the potential buyers
 b) Who are current buyers and current influencers
 The target audience will influence the communicators
decision on
 what to say ,
 how to say it,
 when to say it,
 where to say it and
 to whom to say it.
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Determine the communication objectives
The marketer could be seeking
cognitive response-- The advertiser might want to put
something in the consumer s’ mind
Affective response----Change consumer’s attitude
Behavioral response---get the consumer to act
This sequence is called “ Learnfeel- do” --- is appropriate when the audience has high
involvement with the product category perceived to
have high differentiation -- e.g Cars, Consumer
durable etc.
Response Hierarchy models--- learn--feel---do
Stages
Cognitive stage
AIDA
Hierarchy
of effects
model
model
Attentio
n
Awarenes
s
Knowledg
e
Interest
Affective stage
Desire
Action
Behaviour stage
Liking
Preferen
ce
convictio
n
Purchas
e
Innovation
adoption
information
processing
model
model
Awareness
interest
evaluatio
n
Trial
Adoption
Presentation
Attention
Comprehensio
n
Yielding
Retention
behaviour
 The AIDA model was proposed by E.F Strong.
 The AIDA model which was developed in the
1920’s suggested that an effective sales
presentation should attract attention, gain
interest, stimulate desire and ultimately
precipitate action (purchase).
 If an advertisement can do all this , its great for
the brand.
Hierarchy of effects- Lavidge and Steiner
 This is one of the best known models.
 This model helps in setting advertising
objectives and provides a basis for measuring
results.
 It also suggests that the advertising produces its
effects by moving the consumer through a series
of steps in a sequence from initial awareness to
ultimate purchase of product /service.
 This sequential order indicates the basic
premises that advertising effects are elicited
over a period of time.
e.g When a person sees The Maruti Alto
ad, he may like the ad.
When he wants to buy a car, he will find
out more about Alto.
Over a period of time, he will like Alto and
probably start believing that Alto is the
best car.
He finally buys Alto.
The DAGMAR Approach- Russell Colley
Unaware
Aware
Comprehension and Image
Attitude
Action
 In 1961 , Russell Colley wrote a book --- “Defining Advertising Goals
for Measured Advertising Results”.
 An advertising goal is a specific communication task to be
accomplished among a defined audience in a given period of time.
 In the DAGMAR approach, the communication task is based on a
specific model of the communication process as shown above.
 The model suggests that there is a series of mental steps through
which a brand or object must climb to gain acceptance
 The individual starts at some point by being unaware of a brand’s
presence in the market.
 The initial communication task of the brand is to
increase consumer awareness of the brand.
 The second step of the communication process
is brand comprehension.
 This involves the audience member learning
something about the brand like
a) What are its characteristics
b) In what way is it different
from competition
c) Whom is it
supposed to benefit
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 The third step is the attitude or conviction step
 The action phase involves some overt move on
the buyer such as
a) trying the brand
b) visiting a showroom
c) asking more information
 This model is similar to hierarchy of effects
model--- as the consumer is sequentially
passing through a set of steps.
 3) Design the Message
 A) Message content :- appeal, theme, idea or USP.
 Appeals :
 1) Rational appeal---- messages demonstrating product’s quality,
economy value or performance.
e.g The HPCL Turbojet ad
talks of mileage.
 2) Emotional Appeal : attempts to stir up negative or positive
emotions that will motivate purchase
Negative emotional appeals are -- fear , guilt, shame
Positive appeals are :-- Humour, love, pride, joy.
 3) Moral Appeal : to support social causes
 B) Message Format:
Print: headline, copy, illustration and color.
Radio: choose right words, voice qualities
(speech rate, rhythm, articulation , diction) and
vocalizations (pause, sigh, laughter, sigh)
 Television -- all the above plus body language--facial expressions, gestures, dresses, posture
and hair style.
 C) Message Source: celebrity, common man, doctors,
dentists - Factors to consider--- trustworthiness, likeability, fit with
the product category.
 e.g Vishwanathan anand endorsing NIIT , Rahul Dravid
endorisng castrol. Vishwanathan Anand fits with the
product category Software, as both chess and Software
requires considerable usage of brain power.
 Similarly Rahul Dravid fits in the ad of Castrol as both
are consistent and dependable.
4) Select the communication channels
COMMUNICATION CHANNELS:
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A) Personal channels: two or more
persons communicating directly with one
another- communicate face to face, over
phone or through emails.
B) Non Personal :
Media :
1) Print media : (newspapers, magazine
2) Broadcast media:( radio, television)
3) display media:(hoarding, kiosks,
billboards, neon signs, posters, banners)
 5) Establishing the total promotion budget
 The next important step is how much to spend in
promoting the Brand.
 The common methods used are
 Affordable method :
whatever the company can
afford to spend in the given financial year. For e.g to
promote the brand , probable budget required is Rs. 50
crores, but the company can only afford Rs 15 crores.
So the company spends only Rs. 15 crores.
 Percentage of sales method :
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Based on
current or anticipated sales for the year ,
a fixed percentage is kept for promotion-- thumb rule is 2-12%. For e.g if the
anticipated sales is Rs 100 crores, then
the company could spent between Rs. 2
crores to Rs 12 crores.
Competitive parity method :
spend as per
competition. Thus if LG will spent Rs 50
crores on advertising, Samsung will also
spend Rs. 50 crores.
A Company can choose any of the above
methods. The most common method is the
Percentage of sales method.
 6) Deciding on Promotion Mix
 Having decided on the message and the budget,
the next step is deciding the promotion
 mix. i.e deciding on how much from the total
promotion budget be allocated for
 advertising, sales promotion, direct marketing,
personal selling and publicity
 What are the factors that determine the
promotion mix?
 Factors in setting the promotion mix:-
a) Type of Product market :
Consumer goods:
 Advertising is most important followed by sales promotion,
 personal selling and public relations. E.g for categories like FMCG
products like soap, shampoo, toothpaste , hair oil and also
consumer durable category like colour TV, Washing machine etc.
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Industrial goods:
Personal selling followed by sales promotion followed
by advertising and PR. E.g motors, generators etc.
b) Push v/s Pull strategy :
Push strategy :
involves manufacturer
marketing activities( primarily salesforce
and trade promotion ) directed at channel
partner to induce them to order and carry
the product and promote to end users.
Pull strategy:
involves marketing
activities (primarily advertising and
consumer sales promotion) directed at
end users to induce them to ask
intermediaries for the product and thus
induce the intermediaries to order the
product form the manufacturer.
 7) Measuring results:
 Having done the promotion/advertising, it is
important to see if the campaign had any impact
on the consumer.
 In other words, was the money spend useful in
any way.
 The easiest way is to see if the sales have
increased after the promotion campaign was
launched.
 The other ways to Measure impact of promotion
on target audience is by asking Target audience
( TA ) the following
 1) whether they recall the message
 2) how many times they saw the ad
 3) how they felt about the message
 4) how many bought the product
5) how many liked the product
6) how many recommended the product to
others etc.
Developing Effective advertising
Program
Determine the communication objectives
Designing the message
Allocate the total promotion budget
In developing an advertising program ,
marketing managers must always start by
identifying the target market and buyer
motives .
 Then they can proceed to make the 5 major
decisions in developing an advertising program
knows as 5Ms
 Mission : What are the advertising objectives
 Money : How much can be spend?
 Message : What message should be sent
 Media : Which media to be used
 Measurement : How should the results be
evaluated
 Setting the objectives
 These objectives are based on prior decisions
on target market , positioning and marketing
mix.
 1)Information Advertising :
Figures primarily in the
pioneering stage of a product category , where
the objective is to educate the consumer and
build demand .
 2)Persuasive advertising :
becomes important in the competitive stage
(growth stage) , where the company’s objective is to
build selective demand for a particular brand.
 3)Reminder advertising :
maturity stage --- A related form is
reinforcement ads, which seeks to assure current
purchasers that they have made the right choice --- e.g -- Automobile ads often depict satisfied customers
enjoying special features of their car.
 2) Deciding on the advertising budget :
 1)Stage in PLC :
New products receive large advertising
budgets to build awareness and to gain consumer trial . Established
brands usually are supported with lower budget as a ratio to sales.--
 Thumb rule is 3-12% of sales
 2) Deciding on the advertising budget : How much to spend
depends on the following
 1) Market share and consumer base :
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High market share brands usually
require less advertising as a percent of sales to maintain their share.
For e.g Amul doesnot need to advertise
heavily for Amul Butter, but it needs to
advertise their new range of flavored milk
Amul Kool.
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To build share through increasing
market size requires large advertising
expenditures.
 2) Competition and cluster :
In a market with
a large number of competitors and high advertising
spending , a brand must advertise more heavily to be
heard above the noise in the market.
 3) Advertising frequency :
The number of
repetitions needed to put across the brand’s message to
consumers also determines the advertising budget.
 4) product Substitutability :
brands in a commodity class
(cigarettes, beer, soft drinks, salt etc.) require heavy
advertising to establish a differential image.
 3)Deciding on the advertising message :
 Advertising campaign differ in their creativity.
The effect of the creativity factor in a campaign
can be more important than the money spend.
Only after gaining attention can a commercial
help to increase the brand’s sales
 The advertising adage “Until it’s compelling, it
isn’t selling” is very true.
Advertisers go through three steps to
develop a creative strategy:
a) Message generation:
b) Message Evaluation and selection
c) Message execution
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Message generation :
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Creative people use several methods to generate possible
advertising appeals--- like talking to consumers, dealers, experts.
Consumers are the major source of good ideas.
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Their feelings about the strength and shortcomings of existing
brands provide important clues to creative strategy.
The product’s message should be decided as part of developing
the product concept; it expresses the major benefit that the brand
offers.
 Message Evaluation and selection : The advertiser needs to
evaluate the alternate messages. A good ad normally focuses on
one core selling proposition.
 Twedt suggested that messages be rated on desirability ,
exclusiveness and believability
 The message must first say something desirable or interesting about
the product
 The message must also say something exclusive or distinctive that
doesn't apply to every brand in the product category
 The message must be believable or provable.
 Next the advertiser must pretest the ads to determine which appeal
has the strongest behavioral impact.
 e.g Both Fevicol and Asian Paints are perfect examples of the above
points.
 Message execution :
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the message’s impact depends not
only upon what is said but also on how it is said.
Some ads aim for rational positioning and others for emotional
positioning
Message execution can be decisive for those products that are
highly similar—such as toothpaste, detergents, coffee, salt, vodka ,
beer. Etc.
In preparing an ad campaign, the advertiser usually prepares a copy
strategy statement describing the objective , content and tone of the
ad.
Creative people must now find a style, tone , words and format for
executing the message. Since few people read body copy , the
picture and headline must summarize the selling proposition.
Any message can be presented in different execution style:
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)Slice of life:
shows one or more persons using the product
in a normal setting. A family seating at the dinner table might
express satisfaction with the new soup brand .
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)Lifestyle:
how a product fits in with the lifestyle. e.g An
ad for Chivas Regal may show an handsome guy holding a glass
of scotch in one hand and steering an yacht in one hand..
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)Fantasy :
creates fantasy around the product or its use.
Tata Indica’s ad which showed a guy dreaming when he sees a
girl – till the marriage sequence. --- Tagline MORE DREAMS PER
CAR.
 Musical :
 This uses background music --- Coca cola’s first ad campaign in India was
a musical campaign
 )Personality symbol :
This creates a character that
personifies the product The character might be animated ( Pillsbury
Doughboy, Asian paints- Gattu, Amul’s utterly butterly delicious girl ) or real (
Marlboro man , Onida devil)
 )Technical expertise :
This shows the company’s
expertise and experience in making the product--- example – a scotch
company showing how the scotch is matured for 12 years or a company
showing its manufacturing , service setup to indicate expertise.
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)Testimonial Evidence :
This features a highly credible , likeable
or expert source endorsing the product--Amitabh Bachchan endorsing Nerolac
Paints ( Hum Keh Rahe Hain) Or Sharukh
Khan (LML--- Main Hoon NA)
) Humour :
Humour has long been a popular
technique in ad execution.
Humour evokes feelings of amusement
and pleasure and may favourably affect
information processing by the target
audience.
 Some examples of humor are Fevicol, Mseal, etc.
 Comparison :
comparing features, performance ,
reputation and other characteristics of two or
more brands is a popular basis for advertising
execution. This approach offers a direct way of
communicating a brand’s particular advantages.
Sometimes the comparison is made without
mentioning the names of competing brands. E.g
1) The ad fights between Thums up and Pepsi
 2) The Mountain Dew spoof on Thums up
 3) The Pizza hut spoof on Domino’s
 Celebrity endorsement as a strategy
 Choice of celebrity
 High recognition, high positive effect, and high
appropriateness to the product
 e.g Athletes --- beverages, sports apparel, shoes. In
India as cricket is the most popular sport, Tendulkar
endorses Adidas and Boost
 The marketers chief worry in selecting a celebrity is that
the additional sales must be more than the cost of
hiring the celebrity.
 Also the marketer hopes that the celebrity won’t endorse
too many products.
 e.g—Amitabh Bachchan endorses many brands from
Pepsi to Dabur. So the consumer has seen Amitabh in
the ad. , but cannot recollect which brand as he
endorses too many brands.
 An ideal situation is like Aamir Khan –He endorses only
Coke, Titan
 Also they hope that the celebrity doesn’t get involved in
any scandal --- Azharudin, Salman Khan etc.
Advertising agency and its functions.
 Advertising Agency :
 is an independent organization that provides
one or more specialized advertising and
promotion related services to assist companies
in developing , preparing and executing their
advertising and other promotion programmes.
 Most companies usually have an advertising
agency .
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Some of the famous advertising agency in India are
O& M (Ogilvy and Mather ),
Contract,
Mudra,
FCB-ULKA ,
Lintas ,
HTA
Equus Red cell
Grey Worldwide
Madison
Everest
Enterprise etc.
The agency helps the company in making
the ad as per the company’s objectives.
 The agency also helps in selecting the
right media (press, TV, magazine,
hoarding etc.) so that the company’s ads
are seen by the target audience.
 Account services :
This is also known as client
servicing.
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The personnel in this department are responsible
for the relationship between the agency and the client.
 The account executive’s job requires high degree of
diplomacy and tact as misunderstandings may lead to
loss of account.
 He/she represents the client by explaining the firm’s
point of view to all the agency personnel working on the
account and also represents the agency point of view to
the client.
 The account executive is responsible to help formulate the basic
advertising strategy recommended by the agency and obtain the
client approval for media schedules, budget , storyboards etc.
 For e.g The Fevicol account is handled by O&M. Thus the account
executive from O&M handling the Fevicol account, will liaison
between the agency and Pidilite (the company which owns the
Fevicol brand).
 His job is to ensure that Pidilite’s views are explained to O&M.
Based on these views the creative personnel at O&M make the
appropriate creative (storyboards/copy), and when the creative is
approved by Pidilite ,
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The copy (for press) or storyboard (for TV) is converted into the
final advertisement for Press and TV respectively.
 Creative services :
 To a large extent , the success of an agency
depends on the creative services department
responsible for the creation and execution of the
advertisements .
 The creative specialists are known as
copywriters.
 They are the ones who conceive the ideas for
the ads and write the headlines, the body copy
etc.
 The creative department, which includes the are director,
graphic designers, visualizers prepares the layout and
the theme of the ad.
 After the creative has been approved by the client (in the
above example by Pidilite ) the ad is handed over to the
production department who complete the ad.
 In case of TV commercial, the production department
hires professional like models , directors , independent
professional studio for making the ad.
 Throughout the making of the ad, the production
department supervises the entire aspect to ensure that
the final ad matches with the approved creative.
 Marketing services:
 Media Planning : The responsibility of the agency’s
media department is to develop a media plan to reach
the target audience effectively in a cost-effective manner.
 The media planners select the media that will be used to
deliver the ad message.
 Media specialists consider the “Reach”, “Frequency”,
the target audiences’ media preferences and the rate of
the media before actually purchasing the time (TV and
Radio) and space.
For e.g if a car company wants to target
the family, the ideal channels to give ads
are Star Plus and Sony and the ideal
newspapers in urban India are Times of
India, Hindustan Times and Hindu.
Of course a very important consideration
would be the cost of putting an ad in Star
Plus and in Times of India.
Copy decision-creation and production of copy
 One of the most important parts of the ad is what
is to be said and how it is to be said.
 Given the enormous cost of media , and the
different types of media , the task of getting into
the consumers’ mind in the fastest way is
getting difficult day by day.
 The creative departments job thus is to give the
best possible idea so that the consumer
remembers the ad and though the ad the brand.
 Some of the most memorable ads of recent times have
been
 Fevicol ads --- Ths USP (Unique selling proposition) of
Fevicol is it is long-lasting . Once Fevicol is used to bond
to surfaces, the bond lasts very long. Some of their ads
were as follows
 A man passing by a shop of Fevicol. He goes forward
but his shadow gets stuck.
 A bus is overloaded with people. But nobody falls down .
Behind the bus is the ad of Fevicol. This ad humorously
tells the fact that Fevicol is good for bonding and once
bonded will stay like that for a very long time.
 The recent ad shows milkmen milking cows.
Suddenly the van carrying Fevicol arrives. The
cows’ milk gets stuck inside the cows (humour).
 Orange (Hutch): The message of continuous
connectivity was shown with the dog faithfully
following the master wherever he goes. This was
further reinforced by the statement “ Wherever
you go our network follows”
M-seal: The classic campaign where they
showed in the ad, an old man dying and
his son wanting to increase the number of
zeroes in the will.
But a drop of water falls on will and the will
is of no use.
The ad reinforced the fact that if there is
leakage in the house, M-SEAL will solve
the problem.
 Some of the companies who advertise on a
regular basis on all possible media are
 HLL, Dabur, ITC, Pepsi, Coca-cola, Videocon,
LG, Samsung , Onida , Maruti Suzuki, TATA,
Cadbury, Nestle, Paras Pharmaceuticals ,
Colgate, P&G etc.
 For an advertising campaign to make an impact,
four critical elements have to be properly
understood so that the advertising strategy can
become successful.
The four critical elements of an advertising
strategy are
Target audience
Product and its positioning
Media
Message
The advertising agency and the client
must understand and agree to these four
elements of advertising strategy before
beginning any creative work.
The process begins with the client and the
accounts department of the agency sitting
together and preparing the “creative Brief”.
 The creative brief involves a brief explanation about
 the objective of the promotion campaign, the target
audience in terms of their educational, income and
occupation background and their social lifestyle, the
benefits of the product which needs to be communicated
to the audience etc.
 Based on the creative brief, the creative department then
starts the creative process. Their main job is to provide
“LIFE” to the creative brief.
 The creative department searches for ways to
communicate the ideas to the target audience.
 Creativity :
 The word create denotes originating , or conceiving an
idea or a thing that did not exist before.
 Creativity involves combining previously unconnected
ideas into something new.
 Creative ads help in breaking the clutter , capture
the audience attention and produce considerable impact.
 The agency D’Arcy , Masius , Benton and Bowles have
developed nine principles to guide its creative efforts
.The nine principles are
 Does this advertising position the product simply and
with unmistakable clarity
 Does this advertising bolt the brand to a clinching benefit
 Does the advertising contain a power idea
 Does this advertising design in “brand personality?
 Is this advertising unexpected
 Is the advertising single-minded
 Does this advertising reward the prospect
 Is the advertising visually interesting
 Does this advertising exhibit painstaking craftsmanship
 E.g- happydent ad.
 Planning Creative Strategy
 Depending on the advertising objectives , the creative strategy aims
at what must be communicated to the target audience and serves
as a guide to developing all the messages to be used in an ad
campaign. The creative aspect takes into account the
 target audience
 the problem, the issue or the opportunity that the advertising must
address.
 The big idea or the USP
 other important information that needs to be a part of the copy.
 After determining these factors , the creative strategy statement
should describe the ad appeal and execution style to be used
Copy Platform: The basic components of
creative strategy are specified in the
written copy platform prepared by the
account executive. The copy platform gets
the final approval from the client firm’s
marketing managers.
A typical copy platform is shown below
with a hypothetical example.
 Brand ASD
 Key Information : ASD is a one year old company from Bangalore
manufacturing Mobile Phones.. In oct 2007 , it intends to launch its
first model of Mobile phones
 Problem the advertising must address: Awareness
 There is no awareness of the brand ASD among consumers
 Advertising objective :
 To achieve 80% awareness for the brand in one year’s time
 To communicate the low radiation and long lasting battery feature of
the new mobile phone
 Creative strategy :
 Prospect Profile :
 Men and women professionals in the age group 21-40 , urban India
with income above Rs,20000 per month
 Competition : Brands like Nokia , Samsung etc.
 Key promise/USP :
High battery life and
low radiation--- so less harmful and more
convenient for the busy professional who are
health conscious.
 Appeal : Rational appeal using slice of life
 The two components of the copy platform ,
development of the major selling idea and the
creative strategy development are the
responsibility of the creative specialists and form
the basis of the advertising campaign.
 The great idea
 It is very difficult to come up with great ideas in advertising , yet there are
examples of some famous big ideas that have been used to build
successful ad campaigns. Some of the examples of famous big ideas are
 “Just do it”—Nike
 “The Taste of India”—Amul
 “Neighbours envy. Owner’s pride “—Onida
 Intel Inside—Intel
 Wherever you go , our network follows—Hutch/Orange
 “Time Proof Beauty “ and “Har Ghar Kuch Kehta Hai”– Asian Paints
 Eat Healthy. Think better – Britannia
 “Ki kare papa, petrol Katam hi nahi hota”—Maruti 800
 The Marui campaign showing the service center on the hill.
 Several approaches have been suggested to guide the creative people to
kindle the inspiration and generate major creative ideas to develop effective
advertising.
 Some of the best known creative approaches used are
attributed to David Ogilvy, William Bernbach , Rosser
Reeves
 David Ogilvy :
one of the greatest creative
guys ever in the field of advertising popularized the
concept of brand image . He felt that the brand’s image
or personality is particularly important when competing
brands are similar. He prescribed the following eleven
commandments for creating advertising campaigns.
 What you say is more important than how you say it
 Unless your campaign is built around a great idea , it will
flop
 Give the facts
 You cannot bore people into buying. We make
advertisements that people want to read.
 Be well mannered , but don’t clown
 Make your advertising contemporary
 Committees can criticize advertisements , but they
cannot write them
 If you are lucky enough to write a good advertisement,
repeat it until it stops pulling consumer
 Never write an advertisement which you wouldn’t want
your family to read. Good products can be sold by
honest advertising
 The image and the brand: it is the total personality of a
brand rather than any trivial product difference, which
decides the ultimate position in the market.
 Don’t be a copycat. Nobody has ever built a brand by
imitating somebody else in advertising.
 In many product categories and services, image
advertising has become increasingly popular and is used
as the main selling idea. Image advertising is used for
soft drinks, perfumes, watches, automobiles, clothing
etc.
 William Bernbach:
He believed that “How
the ad is said is as important as what you say in the ad”.
He believed that execution is very important.
 He believed in humour and frequently used humour to
gain attention of the audience.
 Ads created by Bernbach as a part of his agency (Doyle
Dane Bernbach) almost always had a large photograph
of the product in a setting with a headline and copy
below.
 The headlines were quite provocative and generated a
temptation in the readers to continue to the body copy.
 Rosser Reeve:
The pioneer of the
concept of Unique Selling Proposition (USP). His
approach was to write to create sales rather than for
aesthetic appeal.
 As per Reeves there are three characteristics of USP
 Each advertising must make a proposition to the
consumer. Each advertisement must say to each
reader:” Buy this product and you will get this benefit “.
The best example of this in India is the Maruti ad which
talks about mileage.
 The proposition must be one that the competition either
cannot or doesn’t offer. It must be unique either in the
brand or in the claim.
 The proposition must be strong enough to move
the millions, i.e. pull over new customers to your
brand.
 The approaches as suggested by David Ogilvy,
William Bernbach and Reeves have often been
used by creative personnel as the basis of the
creative strategy for ad campaigns.
 The real challenge is to the creative specialists
is to find:”The big idea “ and use it in developing
an effective strategy
 Creative strategy –Execution and Appeal:
 Once the creative strategy has been selected, the next
step is to identify the basic appeal.
 The advertising appeal is the central message to be
used in the ad.
 The selected appeal should have the power to attract
the attention of consumers, arouse their desires or
influence feelings and thus address human wants or
needs that can be met by the advertised product, service
etc.
 How this appeal is turned into an effective advertising
message depends on the creative execution style.
 A large number of different appeals can be used as the basis for advertising
messages. The two main types of appeals are
 Rational/Informational appeals and
 b) Emotional/ transformational appeals
 Rational/informational :
 These appeals address the consumer’s self interest and claim that the
product will produce particular benefits.

The appeals emphasize product or service features and benefits like
quality, convenience, speed, economy, durability, longevity, safety, comfort,
service, hygiene etc.
 The appeals are generally informative and attempt to convince consumers
about the suitability of the advertised product to satisfy their needs because
either it is claimed to be the best available or does a better job.
 The different types of rational appeals are
feature appeal
Competitive advantage appeal
Favorable price appeal
News appeal
Product/service popularity appeal
 The focus of feature appeals is on the major
traits of the product or service.
 Such ads are usually rich in information content
and communicate to the target audience a
number of features that may develop favorable
attitudes and influence rational purchases.
 Advertisers make use of competitive advantage
appeal when they directly compare their brand
to other brands in the category and claim
superiority on most attributes.
 The major point that dominates favorable price appeal is
the attractive price offer.
 News appeals are usually used for a new product or
service to inform consumers about important
improvements or breakthrough new introductions
 Popularity of a product or service among large number of
consumers becomes the basis of product popularity
appeal.
 The implied meaning communicated is that wide use of
the brand proves that consumers are satisfied with the
quality or value of the product and others should use it.
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Emotional/transformational Appeals: Emotional Appeals relate
to customers’ social and psychological needs and stir up positive
or negative emotions that can motivate purchase of a product or
service. For many product categories , emotional appeals work
better than rational appeal.
Some of the emotional appeals are
Love
Affection
Joy
Happiness
Excitement
Sorrow
Grief
Pride
 Achievement
 Pleasure
 Ambition
 Embarrassment
 Rejection
 Recognition
 envy
 In most purchase situations, consumer decisions
are based on a combination of both rational and
emotional motives. Hence most ad agencies use
both emotional and rational appeals.
 Advertising execution:
 After determining the specific advertising appeal that will form the basis for any
message, the creative department starts working on its execution. What is
communicated through the ad message and how it is executed is very important to
elicit the desired response from the target audience.
 There are many ways in which an advertising message can be presented.
 They are
 Slice of life
 Lifestyle
 Fantasy
 Animation
 Humour
 Fear
 Demonstration
 Comparison
 Testimonial
 Factual message
 Scientific or technical evidence
 Creative Tactics
 After determining the creative approach, type of appeal and the style of execution,
the next step is to create the actual advertisement. The design and production
process of the ad involves a number of activities , including writing copy, developing
illustrations or other visual elements and bringing all elements together to create a
memorable ad message.
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Creating print Advertising
The key format elements in print advertising are
Headline:
Subheads
Body copy
Slogans
Seals
Logos
Signatures
Visual elements
Layout
 Headline:
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refers to words in the leading position of any advt.
 These are words that are read first or are positioned with the intent
to draw the readers’ attention.
 Headlines are normally set in larger, dark type and generally set
apart from body copy to make them prominent.
 For e.g in the ad of SAMSUNG , PHOD KE DEKHO is the headline
 Sub heads:
A subhead is an additional , smaller
headline that is normally below the main headline.
 They are normally smaller then headline but bigger then body copy
in terms of size.
 They are longer then headline , more like a sentence and serve as
stepping stone from headline to body copy.
 e.g In the samsung ad--- Gifts worth Rs. 10 crores.
 Body copy:
The main text portion included in the
ad. It covers the attributes, benefits and utility of the product or
service. E.g. In this ad of Samsung , the words from “This festival
season” to “aaj hi Phod ke Dekho” comprise the body copy.
 Slogans : (themelines/taglines)
e.g Nike shoes----“ Just Do It.” .In the
example of Samsung ad --- Samsung Digitall everyone’s invited.
 Seals, Logos, Signatures:
A seal is awarded when a product meets
standards such as ISI mark or ISO 9000 etc.
 In the Samsung ad , the Samsung logo
 Logotypes and signatures :
special designs of the company which
needs to be incorporated in the ad.
 Visual Elements :
 Photographs, colour schematics etc.
 In the Samsung ad , the coconut and other
product photographs.
 Layout :
is an orderly physical
arrangement of headline, subheads, body copy
, slogan , logo , signature and the visual
elements into a finished advertisement.
 TV COMMERCIAL
 Television is a powerful medium and has the unique
ability of combining visuals , words , sounds , motion and
technology
 There are two basic components of a TV commercial:
the video and the audio
 The video consists of the sight or visual part and the
audio part is made up of spoken words , music and other
sounds.
 These two components must work in a synergetic
manner to produce the desired impact.
 The visual elements include
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Product (e.g Hero Honda bike)
The model ( a male riding the bike)
Action sequences ( riding the bike in different locations)
Comparison (chart showing comparison between various bike brands)
Colour
Graphics (on the bike)
Lighting ( showing the product in different lights)
Seasons (visually depicting the different seasons like monsoon, winter etc.)
Audio elements:
Audio elements include incorporating some or all of the following
Music
Voices
Special sound effects
jingles
 Media Planning
 Media planning takes into account all decisions regarding time, place and the type of
media.
 A media plan outlines how advertising time and space in various media will be used
to achieve marketing objectives of the company through advertising.
 Media Planning process
 The media planning process has the following components
 )Deciding about target market
 )Deciding about advertising message
 )Selection of media
 )cost of media
 )reach of media
 )Type of product
 )Viewing habits of target audience
 ) Selection of media vehicles: Media class is newspaper, media vehicles can be TOI,
ET etc.
 )Selection of media schedule
 )Allocating funds to each media and specific vehicles
Some terminologies in media planning
 .Media class: This is the type of medium , such as television, radio,
newspapers, magazines etc.
 .Media vehicles: These provide the immediate environment for the
advertisement
for e.g—within the media class of television , there are various media
vehicles like Star Plus , Star Movies.
 Media option : This is the detailed description of an advertisement’s
characteristics other than copy and the artwork used.
It specifies , in addition to the media vehicle , such
advertising characteristics as
 size (full page or half page),
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length (10 sec or 30 sec) ,
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colour or B/W ,
 location (inside front cover or interior location)
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.Scheduling and Timing: These specify how media options are
scheduled over time .
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Among the strategic alternatives are
a) Flighting or a burst of advertising alternated with periods of
total inactivity
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b) Continuous or even advertising spread evenly throughout the
campaign time period
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c) pulsing , a continuous base augmented by intermittent bursts of
heavy advertising.
Timing Decisions include the selection of specific issues or time
slots.
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 Media class decisions
One of the most important decisions in media planning,
is in which media to give the ads Lets look at each of
the important media classes in detail.
 Newspaper :
 This is one of the oldest media class worldwide. In India
there are papers in English i.e Times of India , Hindustan
Times , DNA, The Hindu, Deccan Chronicle , Deccan
herald , The Telegraph. Also there are various regional
language papers like Sakal, Dainik Bhaskar, Gujarat
Samachar , Dainik Jagran etc.
 Features of newspaper:
 )every morning people read newspapers in various
languages
 )Each newspaper these days have variety of sections
namely—sports, news, cinema, etc—
 )Newspaper are normally read by all family members
 ) Reach of the newspaper is very high
 As a company which is deciding which paper to give the
ads , certain factors need to be considered before
selecting the media vehicles in newspaper.
 Factors influencing selection of a newspaper for
advertising-- )reach of the newspaper
 )Language of newspaper
 )Fit between the target audience and the paper
 For example, if the audience is the upper class or middle
class and the product is a car, obviously , ads will be
given in English papers like TOI which is read by millions
of Indians (reach) .
 Also some regional papers may also be considered.
 Regional brand will advertise in a regional paper only.
 Advantages of Newspaper advertising:
 )High reach among the target audience—mass coverage
 )Information regarding the features , uses etc of the
product can be given
 )Last hour insertion and cancellation is possible i.e short
lead time for ad placing
 )It is one of the most frequently used media by
consumers. Most consumers read newspaper first thing
in the morning.
 )Low cost of reaching millions.
 )Low cost of production.
 Disadvantages of Newspaper advertising:
 )Life span is short.
 ) Products cannot be demonstrated. As the
images are static, unlike TV were the images are
dynamic, demonstration is difficult.
 )Not suitable for certain products like industrial
products like pumps and motors which requires
to be given in specific trade journals.
 )Poor production quality
 ) Only visual. No audio can be a part of the ad.
 TV Advertising
 Nowadays most companies give ads on Television in
various channels depending on the target audience.
Some of the most important channels are Star Plus, Star
Movies, Star News, Star One, Star Gold, Pogo, MTV,
SONY, ZEE , AajTak, Sahara, ESPN , Ten Sports, DD
etc.
 Depending on the target audience, the ads are given.
 For example family products like soap, shampoo,
toothpaste, washing machine etc, the ads are normally
given in channels like Star Plus and Sony.
 For kid products like toys, clothes , diapers, soap etc,
the channels are normally POGO, Hungama etc.
Channels
Genre
STAR PLUS
DRAMA, FAMILY SERIALS
SONY
DRAMA, FAMILY SERIALS
ZEE
DRAMA, FAMILY SERIALS
ESPN
SPORTS
TEN SPORTS
SPORTS
DD SPORTS
SPORTS
POGO
CARTOONS, PROGRAMS FOR KIDS
NICKELODEON
CARTOONS, PROGRAMS FOR KIDS
HUNGAMA
CARTOONS, PROGRAMS FOR KIDS
ANIMAX
CARTOONS, PROGRAMS FOR KIDS
CARTOON NETWORK
CARTOONS, PROGRAMS FOR KIDS
DISNEY
CARTOONS, PROGRAMS FOR KIDS
STAR ONE
HUMOUR BASED PROGRAMS
SAB TV
HUMOUR BASED PROGRAMS
ZEE SMILE
HUMOUR BASED PROGRAMS
STAR NEWS
News
NDTV 24*7
News
SAHARA NEWS
News
AAJ TAK
News
HEADLINES TODAY
News
MTV
Music
CHANNEL V
Music
B4U MUSIC
Music
ZEE MUSIC
Music
Advantages of television Advertising
)Wide coverage
)High reach
)Products can be demonstrated
)High impact due to audio-visual
combination
 Limitations or disadvantages of television
advertising
 )very costly medium
 )No flexibility in advertising, as last minute
cancellations or insertions are not possible
 )Viewers may not be watching the channel when
the ad is broadcasted.
 )Short span of message life.
 )High production cost
 )High clutter, as in the break , many ads are
shown simultaneously.
 Magazines
 Some of the important magazines in India are , India Today,
Sportstar, Femina, Filmfare,
 The week, Outlook, Business today, Business India, Busienss
World, Woman’s Era etc.
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Advantages Of Magazine advertisements
)Longevity of message
)Potential of focussed segmentation
)High information content
)Very good production quality
 Disadvantages of magazine advertisements
 )Only visual
 )Long lead time for ad placing
 Radio
 Some of the important radio channels are Radio City ,
Radio Mirchi, Radio FM 92.5 and
 AIR (All India Radio)
 Advantages of radio advertising
 Very good local coverage
 Lower cost as compared to press and TV
 The cost of producing an ad for radio is on the lower side
 Disadvantages
 Only audio. Without video some advertisements are not
effective.
 Message is shortlived
 Some terms in Newspaper and Magazine
advertising
 Circulation -- Number of copies of newspaper
or magazines sold.
 Readership : Total number of people who read
the newspaper or magazine. This figure logically
will be higher then circulation as many people
read the newspaper/magazine that someone
else bought.
 Readership is also called “audience”
 Cost per Thousand (CPM):
It is the cost per
thousand audience members.i.e It is the cost of
reaching 1000 consumers.
 For e.g For The Magazine Reader Digest
(Hypothetical example)
 The readership of reader Digest= 3000000.
 Cost of 1 full page ad in B/W is Rs. 10000
 Then CPM = 10000/3000000 *1000= 10
 i.e== Cost of reaching 1000 people of the
Reader Digest audience is Rs 10.
 Reach : The number of different persons
/households exposed to a particular media
schedule at least once during a specified time
period.
 Frequency : The number of times within the
specified time period that an average person or
household is exposed to the message.
 Exposure = R * F
 For e.g from the table given below, we can
calculate the total exposure.
weeks
A
B
C
D
E
F
G
H
I
J
K
L
Total
E
xp
os
ur
es
1
P
P
-
-
P
-
P
P
-
P
-
-
6
2
-
P
P
-
-
-
P
P
-
-
-
-
4
3
P
P
-
-
-
-
-
P
-
P
-
-
4
4
P
P
-
-
P
P
P
-
-
P
--
-
6
-
-
20
Survey sample size = 12 households with TV i.e A to L
SURVEY PERIOD= 4 WEEKS
TV PROGRAMME = P (WEEKLY PROGRAMME) for e.g Star One the program “The
Great Indian Laughter challenge” which comes only on Friday from 10.00 P.M to 11.00
P.M
Total exposures= 20
Households that watched TV pogramme (reach) = 8. At least 8 households watched the
program in the 4 weeks at least once.
Frequency = 20/8= 2.5
 Television rating points = Households tuned to
a programme/Total households owning a
 TV Set in that area
 For e.g In a area like Mumbai if there 20,00,000
households who own a TV and say
 5,00,000 households are watching Jassi Jaisi
Kohi Nahin, then the TELEVISION
 RATING POINTS (TRP)
 = 500000/2000000 = .25= 25%= 25 TRP.