Unit 1: Introduction to Advertising (9 hours)

1. Communication Process - Basic and Elements

• Sender: The person/company who creates the message.

• Message: The content or information to be communicated.

• Medium: The channel (TV, social media, etc.) used to deliver the message.

• Receiver: The target audience who receives and interprets the message.

• Feedback: The receiver’s response.

• Noise: Any interference that distorts the message (e.g., poor signal).

2. Communication Response Hierarchy Models

• AIDA Model: Attention → Interest → Desire → Action.

• Hierarchy of Effects Model: Awareness → Knowledge → Liking → Preference →

Conviction → Purchase.

• DAGMAR Approach: Defining Advertising Goals for Measured Advertising

Results—focuses on setting clear, measurable goals for each stage in consumer
response.

3. Advertising: Significance, Types, and Objectives

• Significance: Creates awareness, builds brand image, supports sales.

• Types: Product, Institutional, Reminder, Comparative, Persuasive, Informative.

• Objectives: Inform, persuade, remind, and reinforce.

4. Target Audience Selection – Approaches and Basis

• Approaches: Segmentation by demographics, psychographics, geographics,

behavior.

• Basis: Age, gender, income, interests, lifestyle.

5. Setting of Advertising Budget: Determinants and Major Methods

• Determinants: Company size, market competition, product lifecycle, media

costs.

• Methods:
 o Percentage of Sales

o Objective and Task

o Competitive Parity

o Affordable Method

6. Integrated Marketing Communication (IMC): Meaning and Process

• Meaning: Coordinated use of different promotional tools to convey a unified

message.

• Process: Planning → Coordination → Execution → Evaluation.

Unit 2: Advertising Message (9 hours)

1. Advertising Appeals – Types

• Emotional: Love, fear, humor, pride, etc.

• Rational: Quality, performance, features.

• Moral: Social welfare, public interest.

• Scarcity: Limited offer or stock.

2. Advertising Copy – Elements of Print and Broadcast Advertisements

• Print Ad Copy Elements:

o Headline

o Sub-headline

o Body text

o Slogan or tagline

o Visuals

o Logo and call to action

• Broadcast Ad Elements:

o Script (dialogues)

o Storyboard (visual plan)

 o Voice-over

o Background music and sound effects

Unit 3: Advertising Media Decisions (9 hours)

1. Major Media Types: Merits and Demerits

• Print (newspapers, magazines):

o Merits: Tangible, detailed

o Demerits: Declining readership

• Broadcast (TV, radio):

o Merits: Wide reach

o Demerits: Expensive

• Digital/Online:

o Merits: Measurable, targeted

o Demerits: Ad blockers, clutter

• Outdoor (billboards, transit ads):

o Merits: Repetitive exposure

o Demerits: Limited message

2. Factors Influencing Media Choice

• Target audience behavior

• Budget

• Reach and frequency

• Media availability

• Creative requirements

3. Media Scheduling – Types

• Continuous: Ads run throughout the year (e.g., toothpaste).

• Flighting: Ads run intermittently (e.g., air conditioners in summer).

 • Pulsing: Continuous base level with periodic spikes (e.g., soft drinks).

Unit 4: Advertising Effectiveness (9 hours)

1. Rationale of Measuring Advertising Effectiveness

• To assess ROI (Return on Investment)

• To optimize future campaigns

• To understand audience reaction

2. Evaluating Communication and Sales Effects

• Communication Effects: Awareness, recall, attitude change.

• Sales Effects: Increase in sales, market share.

3. Pre- and Post-Testing Techniques

• Pre-testing: Done before the ad is released.

o Methods: Focus groups, storyboards, dummy ads.

• Post-testing: Done after the ad is released.

o Methods: Recognition tests, sales analysis, viewer surveys.

Unit 5: Organisational Arrangements (9 hours)

1. Advertising Agency: Role, Types and Selection

• Role: Plan, create, and execute ad campaigns.

• Types:

o Full-service agencies

o Creative boutiques

o Media buying agencies

o In-house agencies

• Selection Criteria: Experience, creativity, cost, previous clients.

2. Agency Remuneration – Methods

 • Commission-based

• Fee-based

• Performance-based

• Retainer model

3. Social, Ethical and Legal Aspects of Advertising in India

• No false or misleading ads

• No exploitation of children

• Cultural sensitivity

• Avoid offensive content

4. Role of Advertising Standards Council of India (ASCI)

• A self-regulatory body

• Ensures ethical advertising

• Handles consumer complaints

• Provides advertising guidelines

5. Recent Developments and Issues in Advertising

• Rise of influencer marketing

• Use of AI in ad creation

• Data privacy concerns

• Ad frauds and fake views

• Personalization and hyper-targeting

Let me know if you'd like Hindi or Hinglish explanations, or notes in bullet format for
revision.

You said:

Please explain in more details each and every topics I will that you that I need fully
detailed explanation of each and every topics

ChatGPT said:
Great! I’ll now provide fully detailed explanations of each and every topic from the
DSE-6.3 Advertising syllabus, starting unit by unit.

UNIT 1: INTRODUCTION TO ADVERTISING (9 hours)

1. Communication Process – Basic and Elements

The communication process in advertising involves transmitting a message from the

advertiser (sender) to the target audience (receiver) through a medium (channel). The
objective is to create awareness, persuade, or remind the audience.

Elements:

• Sender (Source): The advertiser who initiates the message.

• Encoding: The process of turning thoughts into communicable symbols (words,

visuals).

• Message: The content of communication – what is being conveyed (e.g., ad text,

images).

• Medium (Channel): The platform used – TV, social media, radio, print, etc.

• Receiver (Audience): The individual/group that receives and interprets the

message.

• Decoding: Interpretation of the message by the receiver.

• Feedback: The reaction/response of the receiver (e.g., sales, engagement,

comments).

• Noise: Any interference that disrupts the message (e.g., distraction, poor audio).

2. Communication Response Hierarchy Models

These models describe how consumers respond to advertising in different stages:

A) AIDA Model:

• Attention: Capture the audience’s notice (e.g., bold visuals).

• Interest: Maintain curiosity and engage the viewer.

 • Desire: Create a want or need for the product.

• Action: Encourage purchase or inquiry.

B) Hierarchy of Effects Model:

1. Awareness

2. Knowledge

3. Liking

4. Preference

5. Conviction

6. Purchase

This model emphasizes step-by-step psychological responses leading to a sale.

C) DAGMAR Model (Defining Advertising Goals for Measured Advertising Results):

• Focuses on clear communication goals like awareness, comprehension,

conviction, and action.

• Useful for setting objectives and measuring effectiveness.

3. Advertising – Significance, Types, and Objectives

Significance:

• Creates brand awareness

• Educates consumers about products

• Builds brand image

• Supports sales and customer loyalty

Types of Advertising:

• Product Advertising (focuses on features/benefits)

• Institutional Advertising (builds company image)

• Reminder Advertising (keeps product top-of-mind)

• Persuasive Advertising (tries to change preferences)

 • Comparative Advertising (compares with competitors)

Objectives:

• Inform (launching a new product)

• Persuade (convert to your brand)

• Remind (keep the brand fresh in memory)

• Reinforce (encourage repeat purchase)

4. Target Audience Selection – Approaches and Basis

Advertisers must select the right audience for better results.

Approaches:

• Mass Marketing: Same message to all.

• Segmented Marketing: Different messages to different groups.

• Niche Marketing: Specific, small segments.

• Micromarketing: Personalized messages.

Basis of Segmentation:

• Demographic: Age, gender, income, education.

• Psychographic: Lifestyle, personality, values.

• Geographic: City, region, climate.

• Behavioral: Usage rate, loyalty, benefits sought.

5. Setting of Advertising Budget – Determinants and Methods

Determinants:

• Company’s financial capacity

• Competition level

• Product lifecycle stage

• Market size
 • Past campaign performance

Methods:

• Percentage of Sales: Budget = % of past/future sales.

• Objective and Task: Define goals → calculate required cost.

• Competitive Parity: Match competitor’s spending.

• Affordable Method: Spend what you can afford.

6. Integrated Marketing Communication (IMC): Meaning and Process

Meaning:

IMC is a strategy to deliver a consistent and clear message across all communication
channels.

Process:

1. Identify target audience.

2. Set communication objectives.

3. Design unified message.

4. Select media mix (TV, social, radio).

5. Execute campaign.

6. Measure effectiveness.

Would you like me to continue with Unit 2 (Advertising Message) next in the same
detailed format?

Let me know, and I’ll proceed immediately.

You said:

Yes

ChatGPT said:

Great! Let's continue with UNIT 2: ADVERTISING MESSAGE (9 hours) — with detailed
explanation of each topic.
 UNIT 2: ADVERTISING MESSAGE (9 hours)

1. Advertising Appeals – Types

Advertising appeals are the techniques used to attract consumers' attention and
influence their feelings toward a product, service, or idea. Appeals are the emotional or
rational strategies embedded in the message to generate interest.

Types of Appeals:

1. Emotional Appeals

Aim: To trigger emotions such as happiness, fear, love, guilt, pride, or excitement.

• Fear Appeal: Used in health ads (e.g., smoking kills).

• Love/Romance Appeal: Used in perfume, jewelry, or clothing ads.

• Humor Appeal: Makes the ad entertaining and memorable.

• Pride Appeal: Appeals to self-respect or national pride (e.g., “Made in India”).

• Guilt Appeal: Urges action to avoid feeling guilty (e.g., donation ads).

2. Rational Appeals

Aim: Focuses on logic, facts, and product benefits.

• Price, quality, efficiency, and performance are highlighted.

• Common in electronics, health supplements, automobiles, etc.

3. Moral Appeals

Aim: Appeal to the audience’s sense of right and wrong.

• Often used in social campaigns like anti-drug, save water, or cleanliness drives.

• Example: “Swachh Bharat Abhiyan” ads.

 4. Scarcity Appeals

• Create urgency or fear of missing out (FOMO).

• Example: “Limited time offer,” “Only 2 left in stock!”

5. Bandwagon Appeal

• Encourages the idea: “Everyone is using this product, so should you.”

• Builds social proof and popularity.

6. Celebrity Appeal

• Uses famous personalities to endorse the product.

• Enhances credibility and popularity (e.g., Virat Kohli for Puma).

2. Advertising Copy – Elements of Print and Broadcast Advertisements

An advertising copy is the core content of any advertisement — the words, visuals, and
layout used to deliver the brand message.

A. Elements of Print Advertisement Copy

Print media includes newspapers, magazines, flyers, brochures.

Key Elements:

1. Headline

o Most important element.

o Should grab attention instantly.

o Example: “50% OFF This Weekend Only!”

2. Sub-headline

o Supports the headline with more detail.

 o Example: “On all men’s and women’s apparel.”

3. Body Copy

o The main message or explanation.

o Describes product features, benefits, or offers.

4. Slogan or Tagline

o Memorable phrase that represents the brand.

o Example: “Just Do It” – Nike

5. Visuals

o Photos or illustrations to enhance appeal and clarity.

o Often the first thing noticed.

6. Logo

o Brand symbol, helps in identification.

7. Call to Action (CTA)

o Encourages the viewer to take action.

o Example: “Visit our website now.”

B. Elements of Broadcast Advertisement Copy

Broadcast media includes TV and radio ads. These are time-bound and use audio-visual
communication.

Key Elements:

1. Script

o The written dialogue, narration, or conversation.

2. Storyboard

o A visual plan or sketch of the scenes to be shown in a TV ad.

3. Voice-over

o Narration by an off-screen voice to explain or promote the product.

 4. Music and Sound Effects

o Helps in setting the mood or grabbing attention.

5. Jingles

o Short, catchy music pieces with brand name or message.

6. Visual Sequence (for TV)

o The visual flow of actions, actors, and product use.

Summary of Unit 2:

Topic Key Takeaways

Advertising Emotional, Rational, Moral, Scarcity, Celebrity, Bandwagon appeals

Appeals are used.

Includes Headline, Body, Tagline, CTA, Logo (for print) and Script,
Advertising Copy
Music, Storyboard (for broadcast)

Would you like me to continue with Unit 3: Advertising Media Decisions in the same
detailed way?

You said:

Yes

ChatGPT said:

Perfect! Let's continue with the fully detailed explanation of:

UNIT 3: ADVERTISING MEDIA DECISIONS (9 hours)

Advertising media decisions involve choosing the right channels or platforms to deliver
the advertising message to the target audience effectively and efficiently.

1. Major Media Types – Merits and Demerits

Let’s explore the major media options advertisers use, along with their advantages and
disadvantages:

1. Print Media (Newspapers, Magazines)

Merits:

• Wide reach, especially locally.

• Detailed message possible.

• High credibility.

• Suitable for targeting literate audiences.

Demerits:

• No audio/visual impact.

• Short shelf-life (especially newspapers).

• Delayed feedback or response.

2. Television (TV)

Merits:

• Combines audio + video = greater impact.

• Can demonstrate product use.

• Reaches mass audiences.

• Appeals to both literate and illiterate.

Demerits:

• Very expensive.

• Short exposure time.

• Ad clutter (audiences skip ads).

• Limited targeting (especially on general channels).

 3. Radio

Merits:

• Inexpensive.

• Good for local advertising.

• High frequency possible.

• Accessible while multitasking (e.g., driving).

Demerits:

• Audio only (no visuals).

• Low attention span.

• Limited message complexity.

4. Outdoor Media (Billboards, Hoardings)

Merits:

• High visibility in traffic-prone areas.

• Good for brand recall.

• 24/7 exposure.

Demerits:

• Limited information can be shared.

• Vulnerable to weather/damage.

• Not suitable for detailed explanation.

5. Digital Media (Websites, Social Media, Apps)

Merits:

• Targeted and personalized.

• Real-time feedback (likes, comments, shares).

• Budget-friendly.
 • Analytics available to measure performance.

Demerits:

• Requires digital literacy.

• Ad-blockers and skipping behavior.

• Highly competitive space.

6. Direct Mail and Email Marketing

Merits:

• Personalized communication.

• Measurable response.

• Can be highly targeted.

Demerits:

• Often ignored or treated as spam.

• Printing and postage can be expensive.

2. Factors Influencing Media Choice

When choosing the right media, advertisers consider several factors:

A. Target Audience Characteristics

• Age, income, lifestyle, location, education level.

• Example: Youth → Instagram, Snapchat; Elderly → Newspapers, TV.

B. Nature of Product

• Visual products (clothing, gadgets) → TV, YouTube.

• Technical products → Print, digital ads with detail.

C. Advertising Budget

• Big budgets → TV, prime-time slots.

 • Small budgets → Social media, local newspapers.

D. Message Type

• Complex messages → Print, long-form video.

• Short messages → Radio, banners, billboards.

E. Timing

• Seasonal or time-bound campaigns (e.g., Diwali offers).

• Media with flexible scheduling (like digital) may be preferred.

F. Media Reach and Frequency

• Reach: Number of people exposed to the message.

• Frequency: How often they see the message.

3. Media Scheduling – Types

Media scheduling is the plan of when and how often ads are run during a campaign.
This helps in using the budget effectively and maintaining audience interest.

Types of Media Scheduling:

1. Continuous Scheduling

• Ads run regularly (daily/weekly) throughout the campaign period.

• Suitable for products with stable demand (e.g., soap, toothpaste).

2. Flighting (Intermittent Scheduling)

• Ads run in bursts with breaks in between.

• Useful for seasonal products (e.g., woolen clothes, ACs).

3. Pulsing
 • Combines continuous + flighting.

• Base level advertising is always there but increased intensity during special
times.

• Example: Cold drinks ads increase during summer but run all year.

Summary of Unit 3:

Topic Highlights

Major Media Types Print, TV, Radio, Outdoor, Digital, Email – each has pros and cons

Audience, budget, product nature, timing, message complexity,

Media Choice Factors
media reach

Media Scheduling
Continuous, Flighting, Pulsing
Types

Would you like me to continue with Unit 4: Advertising Effectiveness in the same
detailed way?

You said:

Yes

ChatGPT said:

Great! Let's now dive into the detailed explanation of Unit 4: Advertising Effectiveness
(9 hours).

UNIT 4: ADVERTISING EFFECTIVENESS (9 hours)

What is Advertising Effectiveness?

Advertising effectiveness refers to how well an advertisement achieves its intended

objectives, such as:

• Informing customers
 • Persuading them to buy

• Creating brand awareness

• Increasing sales

• Improving brand image

It answers the question: “Did the ad work?”

1. Rationale of Measuring Advertising Effectiveness

Why should we measure effectiveness?

Key Reasons:

1. To Check Return on Investment (ROI):

o Was the money spent on advertising worth it?

2. To Improve Future Campaigns:

o Understand what worked or failed, and improve the message, media, or

design.

3. To Avoid Wastage:

o If an ad isn’t working, the brand can stop it early or modify it.

4. To Justify Advertising Budget:

o Helps advertisers explain results to clients or management.

5. To Understand Consumer Response:

o Did the ad engage them emotionally? Did they remember the brand?

2. Evaluating Communication and Sales Effects

Effectiveness is usually evaluated in two ways:

A. Communication Effects

Focuses on how well the ad communicated the message.

 Did the audience understand the message?
Did they remember the brand name or slogan?
Did their attitude or opinion change?

Methods to evaluate:

• Recall tests: Ask people if they remember seeing the ad.

• Recognition tests: Show the ad and ask if they’ve seen it before.

• Attitude tests: See if people feel more positive after seeing the ad.

B. Sales Effects

Focuses on whether the ad increased sales or business outcomes.

Did more people visit the store or website?

Did actual sales increase?
Did customer inquiries rise?

Methods to evaluate:

• Before-and-after sales comparison.

• Test markets (run ads in one city and compare with another).

• Sales tracking tools or analytics (especially in digital marketing).

3. Pre-testing and Post-testing Techniques

These are methods used to evaluate ads either before they are launched or after they
are shown to the audience.

A. Pre-Testing (Before launching ad)

Goal: Predict ad effectiveness before large-scale spending.

Common Pre-testing Methods:

1. Storyboard Testing:

o Show the ad concept/sketches to a sample audience and take feedback.

 2. Focus Groups:

o Small groups discuss the ad and give insights about its impact.

3. Theatre Tests:

o Audience is shown multiple ads in a theatre setting; their reactions are

recorded.

4. Dummy Ad Testing (for print):

o Fake magazines are prepared with the ad to test if people notice it.

B. Post-Testing (After the ad is launched)

Goal: Measure actual performance of the advertisement.

Common Post-testing Methods:

1. Recall Tests:

o Ask audience what ads they remember (unaided or aided).

2. Sales Analysis:

o Compare pre- and post-ad sales figures.

3. Consumer Feedback Surveys:

o Ask questions about awareness, likability, and purchase intent.

4. Eye-tracking or Heatmaps (for digital ads):

o Shows which part of the ad people looked at or clicked.

Summary of Unit 4:

Topic Key Points

What is Advertising Measures how well the ad achieved its goals (awareness,
Effectiveness sales, brand impact)

ROI, reduce waste, improve future ads, understand

Rationale
audience reaction
Topic Key Points

Communication Effects Did people understand/remember/like the ad?

Sales Effects Did the ad increase sales or inquiries?

Pre-testing Techniques Focus groups, storyboards, dummy ads

Post-testing Techniques Recall tests, surveys, sales comparison, digital analytics

Would you like me to continue with Unit 5: Organisational Arrangements now?

You said:

Yes

ChatGPT said:

Excellent! Let’s now move to the final part of your syllabus with a fully detailed
explanation of Unit 5: Organisational Arrangements (9 hours).

UNIT 5: ORGANISATIONAL ARRANGEMENTS (9 hours)

This unit explains how advertising functions are organized — who does the work, how
the structure looks, and how businesses and agencies work together to run advertising
campaigns.

1. In-House Arrangements

An in-house advertising department is when a company creates and manages its

advertisements internally — without hiring an external advertising agency.

Key Features:

• Advertising team is part of the company.

• Handles all ad-related work: concept, design, media planning, placement.

 • Works closely with other departments like marketing and sales.

Advantages of In-House Arrangement:

1. Cost-effective – No need to pay agency commissions.

2. Better control – Direct supervision of campaigns.

3. Brand understanding – Internal team understands the company better.

4. Faster communication – No delays in approvals or feedback.

Disadvantages:

1. Limited creativity – Less exposure to new trends and ideas.

2. Lack of expertise – May not have specialized skills like agencies.

3. Overload – Internal team may struggle during peak campaigns.

2. Using Advertising Agencies

An advertising agency is an external firm that provides professional services to plan,

create, and execute advertising campaigns for clients.

Functions of an Advertising Agency:

1. Research – Understand market, competitors, and audience.

2. Creative Development – Design slogans, visuals, videos, jingles.

3. Media Planning and Buying – Decide where and when to advertise.

4. Campaign Execution – Launch and monitor the ads.

5. Feedback and Reporting – Measure results and suggest improvements.

Types of Advertising Agencies:

1. Full-Service Agency – Offers all services: creative, media, PR, digital.

 2. Creative Boutique – Focuses mainly on design and creativity.

3. Media Buying Agencies – Specialize in choosing and buying media space.

4. Digital Marketing Agencies – Focus on online ads (Google, social media).

5. In-House Agencies – Agencies owned and operated by a particular brand.

Advantages of Hiring Agencies:

1. Creative expertise – Professionals with experience and talent.

2. Latest tools and trends – Access to industry best practices.

3. Time-saving – Brand can focus on other tasks.

4. Wider media network – Agencies can negotiate better rates with media.

Disadvantages:

1. Costly – Especially large or premium agencies.

2. Less brand familiarity – May need time to understand the client’s brand.

3. Slower communication – Feedback loop can be longer than in-house.

3. Selecting an Advertising Agency

Choosing the right ad agency is a critical business decision. Here's how it's usually
done:

Steps in Selecting an Advertising Agency:

1. Define Objectives:

o What does the company want? Awareness? Sales? Brand building?

2. Search & Shortlist Agencies:

o Based on experience, industry focus, and reputation.

3. Request for Proposal (RFP):

 o Invite agencies to submit ideas, sample work, pricing.

4. Evaluate Proposals:

o Check creativity, past results, understanding of brand.

5. Meet and Interview Teams:

o Know who will handle your account.

6. Finalize and Contract:

o Sign agreement mentioning scope, fees, timelines.

Selection Criteria:

• Agency experience and past campaigns

• Understanding of target market

• Creative strength

• Media capabilities

• Budget compatibility

• Cultural and communication fit

Summary of Unit 5:

Topic Key Points

In-House Ads managed by company’s internal team. Cost-saving but may

Arrangements lack creativity.

Advertising Agencies External experts for ad planning, media, and creativity.

Types of Agencies Full-service, creative boutique, media buying, digital, in-house

Objective clarity, proposal review, creative strength, past

Selecting an Agency
performance