Advertising

Advertising

Introduction

• Advertising is a paid form of non-personal communication about goods, services, ideas, or institutions by an identified sponsor through various media with the objective of informing, persuading, and reminding a target audience.
• American Marketing Association (AMA): "Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor."
• Key Elements: Paid form, non-personal, identified sponsor, mass communication, persuasive intent.

The 5 Ms of Advertising

1. Mission – Objectives of advertising (inform, persuade, remind, reinforce).
2. Money – Budget allocation considering stage in product life cycle, competition, frequency, reach.
3. Message – Content and appeal of advertisement (what to say, how to say).
4. Media – Choice of communication channels (TV, radio, digital, print, outdoor, etc.).
5. Measurement – Evaluating effectiveness (sales impact, recall, awareness, ROI).

Features of Advertising

• Paid Communication – Unlike publicity, it requires financial investment.
• Mass Communication – Reaches large audiences simultaneously.
• Non-Personal – No direct interaction between advertiser and consumer.
• Identifiable Sponsor – Advertiser’s identity is disclosed.
• Persuasive Nature – Aims to influence consumer attitudes and behavior.
• Standardized Message – Same message to a wide audience.
• Creative and Appealing – Uses visuals, slogans, jingles, and storytelling.

Purposes of Advertising

• Informative Purpose – Introduces new products/services, educates consumers.
• Persuasive Purpose – Encourages brand preference, persuades to switch or adopt.
• Reminder Purpose – Keeps brand alive in consumer’s mind, especially in maturity stage.
• Reinforcement Purpose – Assures buyers of their correct purchase decisions.
• Sales Support Purpose – Complements sales promotions, personal selling.
• Social Purpose – Educates public about social issues (health, safety, environment).

Communication Goals of Advertising

• Cognitive Goals (Thinking): Awareness, knowledge, brand recognition.
• Affective Goals (Feeling): Attitudes, liking, preference, emotional connection.
• Behavioral Goals (Action): Trial purchase, repeat purchase, brand loyalty.
• Hierarchy of Effects Model (AIDA): Attention → Interest → Desire → Action.

Classification of Advertising

• On the Basis of Target Audience:
• Consumer Advertising
• Industrial/Business-to-Business (B2B) Advertising
• Trade Advertising
• Institutional/Corporate Advertising
• On the Basis of Function:
• Informative Advertising
• Persuasive/Competitive Advertising
• Reminder Advertising
• Reinforcement Advertising
• On the Basis of Media Used:
• Print Advertising (newspapers, magazines)
• Broadcast Advertising (radio, television)
• Outdoor Advertising (billboards, hoardings)
• Digital/Online Advertising (social media, search ads)
• Transit Advertising (buses, metro, cabs)
• On the Basis of Geographical Coverage:
• Local Advertising
• Regional Advertising
• National Advertising
• International Advertising

Characteristics of Major Media Types

1. Newspapers: Wide coverage, flexible, timely; but short life, cluttered.
2. Magazines: Better reproduction quality, longer life, selective reach; but high cost, less timely.
3. Television: Combines sight, sound, motion; mass reach, high impact; but expensive, clutter.
4. Radio: Cost-effective, localized reach, good frequency; but only audio, limited attention span.
5. Outdoor (billboards, posters): Continuous exposure, high visibility; but limited message space, subject to weather.
6. Digital/Online: Interactive, measurable, targeted; but ad-blockers, information overload.
7. Direct Mail/Email: Personalized, flexible; but costly, risk of being ignored.
8. Cinema Advertising: Captive audience, strong impact; but limited reach, high cost per contact.

Creation of Advertising Theme

• Advertising theme is the central idea or appeal around which an ad campaign is built.
• Steps in Developing a Theme:
1. Identify Target Audience – Demographics, psychographics.
2. Define Objective – Inform, persuade, remind.
3. Select Appeal – Rational (quality, price), Emotional (status, love, fear), Moral (social issues).
4. Message Strategy – What to communicate.
5. Creative Execution – Slogan, jingle, tagline, visual imagery.
• Examples:

• “Just Do It” (Nike – motivational theme).
• “Because You’re Worth It” (L’Oréal – self-esteem theme).

Elements of a Good Advertising Copy

An advertising copy is the written/visual content of an ad. Essential elements:

1. Headline – Catches attention quickly.
2. Sub-headline – Adds clarity, elaborates on headline.
3. Body Copy – Main content; explains features, benefits, USP.
4. Slogan/Tagline – Short, memorable phrase (e.g., "Taste the Feeling").
5. Illustrations/Visuals – Attract interest, aid recall.
6. Brand Name/Logo – Clear identification of the product.
7. Call to Action (CTA) – Encourages response ("Buy Now", "Visit Today").

Essentials of a Good Advertisement

• Clarity: Message should be simple and unambiguous.
• Attention-Grabbing: Should stand out among competing ads.
• Credibility: Truthful claims, not misleading.
• Relevance: Appeals to needs, interests, aspirations of target audience.
• Creativity: Use of innovative ideas, visuals, storytelling.
• Memorability: Strong slogans, jingles, or visuals.
• Persuasiveness: Should encourage preference and action.
• Consistency: Must align with overall brand strategy and positioning.
• Adaptability: Suitable for multiple media formats.
• Measurability: Impact can be evaluated through reach, recall, sales.

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