ADVERTISING FINAL NOTES

Definition, Nature and Scope

Advertising is the process of making products or services known about and
persuading people to buy them. It is a form of communication that aims to inform,
persuade, and remind potential customers about a product or service.
Nature:
-Paid Communication: Advertising is a paid form of communication, unlike public
relations or word-of-mouth marketing, where the advertiser pays for the space or
time to deliver their message.
-Non-Personal: Advertising is typically non-personal, meaning it is directed to a large
audience rather than individual consumers.
-Persuasive: The primary goal of advertising is to persuade the target audience to
take a desired action, such as purchasing a product, visiting a website, or donating
to a cause.
-Creative: Advertising often involves creative elements like visuals, slogans, and
storytelling to capture attention and leave a lasting impression.
Scope:
-Product Advertising: Promoting specific products or services, such as cars,
electronics, or clothing.
-Brand Advertising: Building brand awareness and image, focusing on long-term
brand equity.
-Retail Advertising: Promoting products and services offered by retailers, including
department stores, supermarkets, and online retailers.
-Service Advertising: Promoting services like banking, insurance, healthcare, and
education.
-Public Service Advertising: Promoting social causes and public interest messages,
often created by non-profit organizations or government agencies.
Advertising can be delivered through a variety of media channels, including:
-Traditional Media: Television, radio, newspapers, magazines, billboards, and direct
mail.
-Digital Media: Websites, social media, email marketing, search engine advertising,
and mobile advertising.
Origin and development of advertising
Early Beginnings (Pre-20th Century):
-Street Announcements: Before modern advertising, Indian businesses used word of
mouth, signs, and street plays to promote their products.
-Print Ads: In the 1800s, with the arrival of newspapers, the first print ads appeared,
promoting medicines, products, and services.
Rise of Print Media (1900s):
-Newspapers: As newspapers grew in popularity, businesses started placing ads in
them. Products like soaps, medicines, and textiles were promoted.
-First Indian Ad Agency (1900s): The first advertising agency, Agarwala Advertising,
was set up in Kolkata.
Radio and Cinema (1930s - 1950s):
-Radio (1936): All India Radio (AIR) started in 1936, and businesses began to
advertise through radio programs and jingles.
-Cinema Ads: Ads also appeared before films in cinemas, and Bollywood stars
started promoting brands.
Television Era (1960s - 1980s):
-Television (1970s): TV became popular in the 1970s, and ads reached a wider
audience. The first Indian TV commercial aired in 1976.
-Famous Ads: Ads like Liril Soap’s 'Liril Girl' and Nirma’s 'Washing Powder Nirma'
became household names.
Economic Growth and Globalization (1990s):
-Liberalization (1991): After India opened its economy, global brands like Pepsi,
Coca-Cola, and McDonald's entered the market, and advertising boomed.
-Satellite TV: Private TV channels like Zee TV and Star TV made TV advertising even
more powerful, leading to creative and high-budget ads.
Digital and Social Media (2000s - Today):
-Internet and Mobile Ads: With the rise of the internet and smartphones, digital
advertising became very important. Companies use platforms like Google,
Facebook, and YouTube to reach people.
-Influencer Marketing: Social media influencers became popular, and brands
partnered with them to promote products to younger audiences.
Social and economic effects of advertising
ECONOMIC EFFECTS
Stimulating Economic Growth:
-Increased Demand: Advertising creates demand for products and services, driving
economic growth.
-Job Creation: The advertising industry itself creates jobs in various sectors like
creative, media, and marketing.
-Innovation: To stay competitive, businesses often invest in innovation, leading to
new products and services.
Promoting Competition:
-Informed Consumers: Advertising provides information to consumers, empowering
them to make informed choices.
-Price Competition: Competition among brands can lead to lower prices and better-
quality products.
Funding Media and Culture:
-Revenue Generation: Advertising revenues support various media outlets, including
television, radio, newspapers, and digital platforms.
-Cultural Influence: Advertising can shape cultural trends, values, and lifestyles.

SOCIAL EFFECTS
Informing and Educating:
-Product Information: Advertising provides information about products and services,
helping consumers make informed decisions.
-Social Issues: Public service advertising can raise awareness about social issues like
health, education, and environmental conservation.
Influencing Consumer Behaviour:
-Brand Loyalty: Advertising can create brand loyalty, leading to repeat purchases.
-Consumer Preferences: Advertising can influence consumer preferences and shape
consumer culture.
Potential Negative Impacts:
-Materialism and Consumerism: Excessive advertising can promote materialism and
consumerism.
-Stereotyping: Some advertisements may perpetuate stereotypes and reinforce
negative biases.
-Unhealthy Lifestyles: Advertising can promote unhealthy lifestyles, especially in the
case of fast food and alcohol.

Ethical and regulatory aspects of advertising

ETHICAL ASPECTS
Truthfulness and Honesty:
-Accurate Claims: Advertisers must ensure that all claims made about a product or
service are truthful and verifiable.
-Avoidance of Deception: Misleading or deceptive advertising practices, such as
false claims or hidden fees, are unethical and can damage a brand's reputation.
Fairness and Respect:
-Target Audience: Advertisers should avoid targeting vulnerable populations, such as
children, with inappropriate or harmful messages.
-Cultural Sensitivity: Advertisements should be culturally sensitive and avoid
perpetuating stereotypes or biases.
Social Responsibility:
-Positive Impact: Advertisers can use their platform to promote positive social
messages, such as environmental conservation or public health.
-Avoidance of Harmful Content: Advertisers should refrain from creating content
that promotes harmful behaviours or values.

REGULATORY ASPECTS
Truth in Advertising:
-Substantiation: Advertisers must have evidence to support their claims.
-Comparative Advertising: Comparisons between products should be fair and
accurate.
Deceptive Advertising:
-Misleading Claims: Advertisers must avoid making false or misleading claims.
-Bait-and-Switch Tactics: These tactics, where consumers are lured in with a low
price but then pressured to buy a more expensive product, are illegal.
Unfair Advertising:
-Harmful Practices: Advertisers should avoid practices that are unfair to consumers,
such as high-pressure sales tactics or aggressive marketing.
Privacy and Data Protection:
-Data Privacy: Advertisers must comply with data privacy laws and regulations, such
as GDPR and CCPA.
-Targeted Advertising: While targeted advertising can be effective, it must be done
in a way that respects consumer privacy.
Industry Self-Regulation:
-Advertising Standards Councils: These organizations develop codes of ethics and
guidelines for advertising practices.
-Complaint Handling: Self-regulatory bodies often have mechanisms to handle
consumer complaints and take disciplinary action against non-compliant
advertisers.

AIDA Model
The AIDA model is a classic framework used in marketing and advertising to guide
the creation of effective marketing messages. It outlines the stages a consumer
goes through in the buying process:
A - Attention:
-Grab their attention: The first step is to capture the target audience's attention.
This can be achieved through striking visuals, intriguing headlines, or compelling
storytelling.
-Stand out from the crowd: The message should be unique and memorable to break
through the clutter of competing advertisements.
I - Interest:
-Spark curiosity: Once you have their attention, you need to spark their interest in
your product or service.
-Highlight key benefits: Explain how your offering can solve a problem or fulfill a
need.
-Use storytelling: Engaging stories can help connect with the audience emotionally.
D - Desire:
-Create a desire: The goal is to convince the audience that they want your product
or service.
-Highlight unique selling points: Emphasize what sets your offering apart from
competitors.
-Use strong calls to action: Encourage the audience to take the next step.
A - Action:
-Guide the customer to purchase: The final stage is to prompt the audience to act,
such as making a purchase, signing up for a newsletter, or visiting a website.
-Make the buying process easy: Simplify the purchasing process to minimize friction.
-Offer incentives: Consider using discounts, promotions, or limited-time offers to
encourage immediate action.

DAGMAR Model
DAGMAR is an acronym for Defining Advertising Goals for Measure Advertising
Results. The concept was given by Russell H. Colley. The DAGMAR approach defines
an advertising goal as a communication task to be accomplished among a defined
audience, in a given period of time.
Unaware: The initial stage involves making consumers aware of the brand or
product. This can be achieved through various advertising channels like TV, radio,
print, digital, and outdoor advertising. The goal is to increase brand recall,
recognition, and unaided recall.
Aware: Once consumers are aware of the brand, the next step is to ensure they
understand its features, benefits, and unique selling points. This can be done
through informative advertising, product demonstrations, and educational content.
Comprehension and Image: In this stage, the focus is on developing a positive
brand image and positioning the brand effectively. This involves creating a strong
brand identity and using persuasive messaging to influence consumer perceptions.
Attitude: The goal of this stage is to create a positive attitude towards the brand
and its products. This can be achieved through emotional appeals, storytelling, and
celebrity endorsements. The aim is to make consumers feel good about the brand
and its offerings.
Action: The final stage is to motivate consumers to take the desired action, such as
purchasing the product. This can be done by providing a clear call to action, offering
incentives, and simplifying the purchasing process.
Maslow’s Hierarchy Model

Maslow's Hierarchy of Needs is a psychological theory that categorizes human

needs into a hierarchical pyramid. Advertisers can leverage this theory to create
effective campaigns that resonate with consumers on different levels.
Physiological Needs: These are the most basic needs, including food, water, air,
sleep, and shelter. Advertisers can target these needs by promoting products that
fulfil these basic requirements, such as food, beverages, and housing.
Safety Needs: Once physiological needs are met, people seek safety and security,
including protection from harm, financial security, and health. Advertisers can target
these needs by promoting products like insurance, security systems, and health
products.
Love and Belongingness Needs: After physiological and safety needs are met,
people seek love, affection, and belonging. Advertisers can target these needs by
promoting products and services that foster social connections, such as dating apps,
social media platforms, and group activities.
Esteem Needs: Esteem needs include self-esteem, self-respect, and recognition
from others. Advertisers can target these needs by promoting products that
enhance self-image, such as luxury goods, fashion, and fitness products.
Self-Actualization Needs: At the top of the hierarchy is self-actualization, which
involves fulfilling one's full potential. Advertisers can target these needs by
promoting products and services that inspire personal growth, creativity, and self-
discovery, such as education, travel, and hobbies.

AAAI, ASCI and their codes

AAAI
The Advertising Agencies Association of India (AAAI) is a prominent industry body
that plays a crucial role in promoting and protecting the interests of advertising
agencies in India. While it doesn't have a specific, detailed code of advertising
ethics like the ASCI, it actively promotes ethical practices and ensures fair
competition within the industry.
Key roles of AAAI:
-Industry Representation: AAAI represents the interests of advertising agencies
before the government and other relevant bodies.
-Professional Development: It organizes workshops, seminars, and conferences to
enhance the skills of advertising professionals.
-Ethical Standards: AAAI encourages ethical advertising practices and supports
initiatives that ensure fair competition and consumer protection.
-Dispute Resolution: It helps resolve disputes between agencies, clients, and media
organizations.

ASCI
The Advertising Standards Council of India (ASCI) is a self-regulatory body that plays
a crucial role in maintaining ethical standards in the Indian advertising industry.
Established in 1985, ASCI is committed to ensuring that advertisements are:
-Legal: Compliant with all relevant laws and regulations.
-Decent: Not offensive to generally accepted standards of public decency.
-Honest: Truthful and not misleading.
-Truthful: Accurate and verifiable claims.
-Fair: Not unfair to competitors.
Key Roles of ASCI:
-Self-Regulation: ASCI promotes self-regulation among advertisers, encouraging
them to adhere to ethical standards.
-Code of Conduct: ASCI has developed a comprehensive Code of Self-Regulation
that outlines guidelines for truthful, decent, honest, and fair advertising.
-Consumer Complaints: ASCI receives and investigates complaints from consumers
about misleading or unethical advertisements.
-Corrective Action: If a complaint is substantiated, ASCI can take corrective action,
such as asking advertisers to modify or withdraw the ad.
-Public Awareness: ASCI conducts awareness campaigns to educate consumers
about their rights and responsibilities.
Creative thinking process, Brainstorming,
Generating the Big Idea
Creative Thinking Process: Creative thinking is a fundamental skill in
advertising, enabling the development of innovative and effective campaigns.
Here's a breakdown of the creative thinking process:
Preparation:
-Research: Gather information about the product, target audience, and market
trends.
-Define the Problem: Clearly articulate the challenge or opportunity.
Incubation:
-Unconscious Processing: Allow your mind to wander and make connections.
-Take a Break: Step away from the problem to gain fresh perspective.
Illumination:
-Eureka Moment: The sudden realization of a solution or idea.
-Inspiration: Drawing inspiration from various sources, such as art, music, or nature.
Evaluation:
-Critical Thinking: Assess the feasibility, originality, and effectiveness of the idea.
-Refine and Develop: Refine the idea and develop it into a concrete concept.

Brainstorming Techniques: Brainstorming is a collaborative technique used to

generate creative ideas. Here are some effective brainstorming techniques:
-Free Association: Encourage participants to freely associate ideas without
judgment.
-Mind Mapping: Visually map out ideas and connections.
-SCAMPER: Use a checklist of questions to spark innovation: Substitute, Combine,
Adapt, Modify, put to another use, Eliminate, Reverse.
-SWOT Analysis: Identify Strengths, Weaknesses, Opportunities, and Threats to
generate creative solutions.

Generating the Big Idea: The "Big Idea" is the core concept that drives an
advertising campaign. It's a unique, memorable, and persuasive idea that captures
the essence of the brand and resonates with the target audience. Here are some
tips for generating the Big Idea:
-Understand the Target Audience: Deeply understand their needs, desires, and
motivations.
-Leverage Brand Values: Incorporate the brand's core values and personality into
the idea.
-Embrace Simplicity: A simple, clear, and impactful idea is often the most effective.
-Think Visually: Visualize the idea and how it can be translated into different media.
-Test and Refine: Continuously test and refine the idea to ensure its effectiveness.

Copywriting and message strategies

Copywriting is the art of writing persuasive and effective advertising copy. It
involves crafting compelling messages that can capture the attention of the target
audience, evoke emotions, and drive action. Effective copywriting is essential for
any successful advertising campaign.
Effective Copywriting Techniques:
-Strong Headline: A compelling headline that grabs attention and piques curiosity.
-Clear and Concise Language: Use simple, easy-to-understand language.
-Strong Call to Action: Encourage the audience to take a specific action, such as
making a purchase or visiting a website.
-Use of Storytelling: Create narratives that engage the audience emotionally.
-Leverage Visuals: Use images and videos to enhance the message.
-Test and Refine: Continuously test and refine the copy to optimize its effectiveness.

Message Strategies are the overall creative approach used to communicate

with the target audience. -They involve defining the key message, the tone and
style of the message, and the desired response from the audience.
Key Message Strategies:
Unique Selling Proposition (USP): Highlights a unique benefit or feature that
sets the product or service apart from competitors.
-Example: "Red Bull gives you wings."
Brand Image: Focuses on building a strong brand image and associating it with
positive qualities.
-Example: Apple's focus on innovation and design.
Emotional Appeal: Evokes emotions such as joy, fear, love, or nostalgia to connect
with the audience on a deeper level.
-Example: A heartwarming ad about family and togetherness.
Rational Appeal: Uses logic and reason to persuade the audience.
-Example: A car ad highlighting fuel efficiency and safety features.
Humour Appeal: Uses humour to capture attention and create a positive
association with the brand.
-Example: A funny commercial for a fast-food chain.

Planning for visual impact

Visual impact is a crucial element in advertising, as it can significantly influence
audience perception and engagement. Here are some key considerations when
planning for visual impact:
Understanding the Target Audience
-Demographics: Age, gender, income, education, and occupation.
-Psychographics: Lifestyle, interests, values, and attitudes.
-Visual Preferences: Understanding what kind of visuals resonate with the target
audience, such as colour schemes, imagery, and style.
Defining the Brand's Visual Identity
-Brand Logo: A strong, recognizable logo that reflects the brand's personality.
-Colour Palette: A consistent colour scheme that evokes the desired emotions and
associations.
-Typography: A clear and legible font that aligns with the brand's personality.
-Imagery Style: A consistent style of imagery, whether it's realistic, abstract, or
illustrative.
Choosing the Right Visual Elements
-Imagery: High-quality images that are relevant to the message and visually
appealing.
-Typography: Clear and legible fonts that enhance readability and reinforce the
brand's message.
-Colour: Use of colour to evoke emotions and create a specific mood.
-Layout and Composition: Effective use of layout and composition to guide the
viewer's eye and create visual interest.
Creating a Strong Visual Narrative
-Storytelling: Use visuals to tell a story that engages the audience emotionally.
-Symbolism: Use symbols and metaphors to convey deeper meanings.
-Emotional Appeal: Evoke emotions such as joy, sadness, anger, or surprise to
create a lasting impact.
Testing and Refining
-A/B Testing: Test different visual elements to determine which ones are most
effective.
-User Testing: Gather feedback from the target audience to identify areas for
improvement.
-Iterative Process: Continuously refine and improve the visual elements based on
feedback and testing.

Art direction
Art Direction is the creative process of determining the visual style and message of
an advertising campaign. It involves overseeing the design and execution of all
visual elements, from print ads and billboards to TV commercials and digital
banners.
Key Roles of an Art Director:
=>Conceptualization:
-Developing creative concepts and ideas that align with the brand's message and
target audience.
-Brainstorming and collaborating with copywriters to create compelling campaigns.
=>Visual Storytelling:
-Using visuals to tell a story and evoke emotions.
-Selecting appropriate imagery, typography, and colour palettes to enhance the
message.
=>Layout and Design:
-Creating visually appealing layouts for print, digital, and video advertisements.
-Ensuring consistency in design elements across all media channels.
=>Collaboration with Creative Teams:
-Working closely with designers, photographers, illustrators, and other creative
professionals to bring the vision to life.
-Providing art direction and guidance to ensure the final product meets the desired
aesthetic and messaging goals.
=>Budgeting and Scheduling:
-Managing the budget and timeline for the project.
-Ensuring that the project is completed on time and within budget.
In essence, art direction is the bridge between creativity and strategy. It's about
combining aesthetics with effectiveness to create visually stunning and persuasive
advertising campaigns.

Ad film production
=>Pre-Production:
-Concept Development: This is where the creative team brainstorms ideas and
develops the core concept of the ad.
-Scriptwriting: A detailed script is written, outlining the story, dialogue, and visuals.
-Storyboarding: Visual representations of the script, often in comic-strip format.
-Pre-Production Meeting: A meeting with the entire team to discuss the script,
storyboard, budget, and timeline.
-Casting: Selecting actors and models who fit the roles and the brand image.
-Location Scouting: Identifying and booking suitable locations for the shoot.
-Production Design: Creating the overall look and feel of the ad, including set
design, costumes, and props.
=>Production:
-Shooting: The actual filming process, involving cameras, lighting, sound equipment,
and a crew.
-Directing: The director oversees the entire production process, ensuring the vision
is executed correctly.
-Cinematography: The art of capturing images on film or video.
-Sound Recording: Capturing audio, including dialogue, sound effects, and music.
=>Post-Production:
-Editing: Assembling the footage into a cohesive narrative.
-Visual Effects: Adding special effects or animations to enhance the visuals.
-Sound Design: Creating sound effects and music to complement the visuals.
-Colour Grading: Adjusting the colour and tone of the footage.
-Music Composition: Creating original music or selecting appropriate music tracks.
-Voiceover and Dubbing: Recording voiceovers or dubbing the dialogue into different
languages.
=>Post-Production Review and Approval:
-Client Review: The client reviews the final cut and provides feedback.
-Final Edits: Making any necessary changes based on client feedback.
=>Distribution:
-Media Planning: Determining the best media channels to distribute the ad (TV,
digital, cinema, etc.).
-Media Buying: Purchasing advertising time or space.
-Distribution: Distributing the ad to the chosen media channels.

Mediums of advertising
Print Advertising: Print advertising involves using printed media to deliver
messages to a target audience. This traditional medium, while declining in
popularity, still holds significant value, especially for niche audiences and specific
demographics.
Key Print Advertising Formats:
-Newspapers: Offering local, national, and international news, newspapers are a
versatile medium for advertising.
-Magazines: Targeting specific interests and demographics, magazines provide a
high-quality visual experience.
-Brochures and Flyers: These printed materials can be distributed directly to target
audiences or used for in-store promotions.
-Direct Mail: Personalized mail pieces sent directly to consumers' homes.

Radio Advertising: Radio advertising utilizes audio to reach a wide audience,

particularly those who commute or spend time in vehicles.
Key Radio Advertising Formats:
-Audio Ads: Short audio spots played between programs.
-Jingles: Catchy songs that promote a brand or product.
-Sponsored Programs: Programs sponsored by a brand, often featuring product
placements and mentions.

Television Advertising: Television advertising is a powerful medium that

combines audio and visual elements to deliver persuasive messages.
Key Television Advertising Formats:
-TV Commercials: Short, attention-grabbing ads that air during TV programs.
-Product Placements: Integrating products or brands into TV shows or movies.
-TV Sponsorships: Sponsoring TV programs to associate the brand with the show's
content.
Choosing the Right Medium: The choice of advertising medium depends on various
factors, including:
-Target Audience: Understanding the demographics and psychographics of the
target audience.
-Brand Message: Aligning the medium with the desired message and brand image.
-Budget: Allocating the budget effectively to maximize the impact of the campaign.
-Measurability: Tracking the effectiveness of the campaign through metrics like
reach, engagement, and conversions.

New trends in advertisement

Artificial Intelligence (AI) and Machine Learning:
-Personalized Advertising: AI algorithms can analyse vast amounts of data to deliver
highly personalized ads to individual users.
-Predictive Analytics: AI can predict future consumer behaviour, allowing advertisers
to optimize their campaigns in real-time.
-Content Creation: AI-powered tools can generate creative content, such as ad copy
and video scripts.
Influencer Marketing:
-Micro-Influencers: Brands are increasingly partnering with micro-influencers to
reach niche audiences.
-Authenticity: Consumers are more likely to trust recommendations from influencers
they perceive as genuine and relatable.
-Performance-Based Partnerships: Brands are moving towards performance-based
partnerships with influencers to measure the ROI of their campaigns.
Short-Form Video Content:
-TikTok and Reels: These platforms have revolutionized video advertising, with short,
engaging videos capturing the attention of younger audiences.
-Shoppable Videos: Brands are incorporating e-commerce links directly into video
content, making it easier for consumers to purchase products.
Augmented Reality (AR) and Virtual Reality (VR):
-Immersive Experiences: AR and VR can create immersive brand experiences,
allowing consumers to interact with products in new ways.
-Virtual Try-Ons: AR can be used to let consumers virtually try on clothes or makeup.
Voice Search Optimization:
-Voice-Activated Devices: As voice assistants like Alexa and Google Assistant
become more popular, advertisers need to optimize their content for voice search.
-Long-Tail Keywords: Voice search queries tend to be longer and more
conversational, so advertisers need to focus on long-tail keywords.
Privacy-Focused Advertising:
-Data Privacy Regulations: As data privacy regulations become stricter, advertisers
need to find new ways to collect and use consumer data ethically.
-Contextual Advertising: This approach targets ads based on the content of the
webpage, without relying on personal data.

Designing advertisement
Copywriting: Copywriting is the art of writing persuasive and effective
advertising copy. It involves crafting compelling messages that can capture the
attention of the target audience, evoke emotions, and drive action.

Ad copy: Ad copy is the written content used in advertising to attract and engage
a target audience. It's the text or language that persuades people to take a desired
action, such as making a purchase, signing up for a service, or visiting a website.
Key elements of ad copy:
-Headline: The headline is the first thing a reader sees and should be attention-
grabbing.
-Body Copy: The body copy provides more detailed information about the product or
service. It should be concise, informative, and persuasive.
-Call to Action: A clear and compelling instruction to the reader, such as "Buy Now,"
"Learn More," or "Visit Our Store."
-Tagline: A memorable phrase associated with the brand or product.

Layout: Layout refers to the arrangement of visual elements on an advertisement.

A well-designed layout can significantly impact the effectiveness of an ad.
Key elements of layout:
-Visual Hierarchy: The arrangement of elements in order of importance.
-White Space: The empty space around elements, which can enhance readability
and visual appeal.
-Typography: The choice of fonts and font sizes to create a visually appealing and
readable ad.
-Colour Palette: The use of colour to evoke emotions and create a specific mood.
-Imagery: The use of images to capture attention and convey the message.
When designing a layout, consider the following tips:
-Keep it simple: Avoid clutter and focus on the key message.
-Use a clear hierarchy: Guide the viewer's eye to the most important information.
-Use strong visuals: Images and graphics can enhance the message.
-Choose the right font: The font should be legible and appropriate for the target
audience.
-Consider the colour palette: Use colours that complement each other and evoke
the desired emotions.
-Test and refine: Test different layouts to see what works best.

Types of media
TRADITIONAL ADVERTISING
=>Print Advertising:
-Newspapers: Local, national, and international newspapers offer various ad formats
like display ads, classified ads, and inserts.
-Magazines: Targeted to specific demographics and interests, magazines provide
high-quality visuals and longer-lasting impact.
=>Broadcast Advertising:
-Television: A powerful medium that combines audio and visual elements to deliver
persuasive messages.
-Radio: A cost-effective way to reach a wide audience, especially during commutes.
=>Outdoor Advertising:
-Billboards: Large outdoor displays that can be seen by many people.
-Transit Advertising: Ads on buses, trains, and taxis.
-Street Furniture: Ads on benches, kiosks, and lampposts.
=>Direct Mail:
-Direct Mail Marketing: Sending promotional materials directly to consumers'
homes.

DIGITAL ADVERTISING
=>Online Display Advertising:
-Banner Ads: Rectangular ads displayed on websites.
-Pop-up Ads: Ads that appear on top of a webpage.
-Interstitial Ads: Full-screen ads that appear between web pages.
=>Social Media Advertising:
-Social Media Posts: Organic posts on platforms like Facebook, Instagram, Twitter,
and LinkedIn.
-Paid Social Advertising: Targeted ads on social media platforms, including
sponsored posts, stories, and video ads.
-Influencer Marketing: Collaborating with influencers to promote products or
services.
=>Email Marketing:
-Sending promotional emails to a list of subscribers.
=>Mobile Advertising:
-In-App Advertising: Ads within mobile apps.
-SMS Marketing: Text message marketing.

Advertising appeals
Advertising appeals are the persuasive techniques used by advertisers to capture
the attention and interest of consumers. They are designed to influence consumer
behavior and drive purchasing decisions.

Rational Appeals: These appeals focus on the logical and practical aspects of a
product or service. They emphasize features, benefits, and performance.
-Informational Appeal: Provides consumers with specific information about the
product or service.
-Comparative Appeal: Compares the product or service to a competitor's offering.
-Price Appeal: Highlights the affordability of the product or service.
-Product Demonstration: Shows how the product works and its benefits.

Emotional Appeals: These appeals target consumers' emotions, such as love,

fear, happiness, or nostalgia.
-Fear Appeal: Highlights potential negative consequences of not using the product
or service.
-Humour Appeal: Uses humour to capture attention and create a positive
association with the brand.
-Sex Appeal: Suggests that using the product or service will make the consumer
more attractive.
-Nostalgia Appeal: Evokes feelings of nostalgia and fond memories.
-Admiration Appeal: Uses admired people or celebrities to endorse the product or
service.

Other Appeals:
-Social Appeal: Emphasizes social acceptance and belonging.
-Sense Appeal: Appeals to the senses, such as sight, sound, smell, taste, and
touch.
-Scarcity Appeal: Creates a sense of urgency by highlighting limited availability.

Advertising campaigns
MEDIA PLANNING STRATEGY
Media planning is the process of determining the best media channels to reach a
target audience and achieve advertising objectives. A well-crafted media plan
ensures that the message reaches the right people at the right time and in the right
place.
Key considerations in media planning:
-Target Audience: Identifying the specific demographics, psychographics, and
behaviours of the target audience.
-Media Objectives: Defining clear and measurable objectives, such as increasing
brand awareness, driving sales, or generating leads.
-Media Mix: Selecting the optimal combination of media channels to reach the
target audience.
-Media Budget: Allocating the budget effectively across different media channels.
-Media Schedule: Planning the timing and frequency of advertising messages.
-Media Evaluation: Measuring the effectiveness of the media plan and adjusting as
needed.

MEDIA MIX
A media mix refers to the combination of different media channels used to reach a
target audience. The ideal media mix varies depending on the specific campaign
goals and target audience.
Common media channels in a media mix:
-Traditional Media: Television, radio, print (newspapers, magazines), outdoor
advertising (billboards, transit ads)
-Digital Media: Search engine marketing (SEM), social media marketing (SMM),
email marketing, display advertising, video advertising, mobile advertising
-Experiential Marketing: Events, sponsorships, product placements, public relations

MEDIA SELECTION
Media selection involves choosing the most effective media channels to deliver the
advertising message.
Factors to consider when selecting media:
-Target Audience: The media channel should align with the target audience's
preferences and habits.
-Brand Message: The media channel should be able to effectively convey the brand
message.
-Budget: The cost of the media channel should fit within the advertising budget.
-Reach and Frequency: The ability of the media channel to reach the target
audience and the number of times the message is delivered.
-Measurability: The ability to measure the effectiveness of the media channel.

AD BUDGETING
It is the process of allocating funds to finance advertising campaigns. It's a crucial
aspect of any marketing strategy as it directly impacts the reach, frequency, and
overall effectiveness of advertising efforts.
Key Factors Influencing Ad Budgets:
-Marketing Objectives: Clearly defined objectives, such as increasing brand
awareness, driving sales, or launching a new product, will dictate the budget.
-Target Audience: A larger and more diverse target audience may require a larger
budget to reach them effectively.
-Media Mix: The choice of media channels (TV, radio, print, digital) will influence the
budget allocation.
-Geographic Scope: The geographic area targeted by the campaign will impact the
budget.
-Campaign Duration: Longer campaigns typically require larger budgets.
-Competitive Landscape: The level of competition in the market can dictate the
necessary budget to stay competitive.
Different types of ad budgets
PERCENTAGE OF SALES METHOD
This method allocates a fixed percentage of past or projected sales to the
advertising budget. For instance, if a company aims to spend 5% of its sales on
advertising, a 10% increase in sales would lead to a 5% increase in the advertising
budget.
Pros:
-Simple to implement
-Ensures consistent advertising expenditure
Cons:
-Less effective during economic downturns
-May not allocate enough funds during periods of growth

COMPETITIVE PARITY MEDTHOD

This method involves setting the advertising budget based on the spending of
competitors. The idea is to maintain a competitive presence in the market.
Pros:
-Prevents under-investment in advertising
-Helps maintain market share
Cons:
-Assumes competitors have the same marketing objectives
-May not be suitable for smaller businesses

OBJECTIVE AND TASK METHOD

This method involves setting clear advertising objectives and then determining the
budget required to achieve those objectives. It's a more strategic approach as it
aligns budget allocation with specific goals.
Pros:
-Logical and systematic approach
-Ensures that the budget is used effectively
Cons:
-Requires detailed planning and forecasting
-Can be challenging to accurately estimate costs
AFFORDABLE METHOD
This method involves allocating to advertising whatever funds are left after all other
expenses have been covered. It's a less strategic approach and can lead to
inconsistent advertising efforts.
Pros:
-Simple to implement
Cons:
-Not a systematic approach
-May lead to under-investment in advertising, especially during tough economic
times