ADVERTISING AND PUBLICITY MANAGEMENT In modern times advertising prevails in all areas of human life.

It has acquired the distinction of being the most visible and glamorous method of marketing communication. Advertising constitutes one of the four components of a firms promotion mix, which in turn forms an integral element of the firms marketing mix. The task involved in advertising is complex and its management requires systematic decision making. Advertising is an impersonal mass selling and communication method. It makes use of various types of media to reach the target public in short time. Being persuasive in nature, advertising broadly aims in gaining exposure, creating awareness and changing attitudes of customers in favor of sponsors products. Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Norman. A. Hart says that advertising is the action of calling something to the attention of the public, especially by paid announcements. People have for centuries communicated their ideas and their needs to one another through advertisements. They have engaged in a wide range of social and economic activities through advertising. Government communicate with people, politicians with their constituents , corporations with their share holders, employers announce job opportunities and persuade people to come to them. IMPORTANCE AND OBJECTIVES. A look back in to history will reveal many examples of products being offered for sale from the early days of printing: indeed Romans and Greeks placed their messages and signs outside the shops to give some indication of the trade being carried on there. Advertising has an indispensable place for itself in the marketing mix of a firm. Advertising is likely to make greater contribution when buyer awareness is minimal and when the product has features normally not observable to the buyer. 1. Advertising informs the customers about product attributes. It can help to sell products, by giving information what product is, what it does, where it can be found etc. It informs possible customers of what is an offer, and persuades them to buy the goods. 8.

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2. In the case of new products, it can begin to develop a reputation for the product and to the Company. In modern market conditions, where the differences between competing products are fairly marginal, an established reputation can make the difference between market leader and others. If we look at the brands which have been successful for 30, 40 or 50 years like Bajaj, Lux, Colgate etc, they have been continuously advertised. Advertising is a weapon of competition as well as merely a way of achieving sales. It helps in distinguishing one brand from its competitors, it can affect consumer preferences and tastes and can differentiate product from competitive offerings. Even in competitive markets, advertising is used as a way of reminding customers that the brand exists and retaining their confidence in it ability to meet their needs. It can also keep the product in customers mind during off seasons. For example most of the COCA-COLA ads, and ads of FEVICOL are designed primarily to remind primarily people about these products. Advertising affects the economy also. It can encourage economic growth, investments and jobs. It maintains competition by informing customers. In that way it can even brake monopoly. The effect of advertising on the Co, and industry are also very high. Advertising can provide increasing return and will reduce marketing risk and uncertainty. It can provide free information and can even serve as a tool for quality control. Advertising can support and motivate distributors. In many cases from car to electronic equipments, the advertisement will often include lists of stores or dealers selling the products, to make sure that the prospective customers can find them. Advertising provides a revenue for the media; and the entertainment and informational value of advertising is also important. Government and various social institutions and groups also make use of advertising, to raise issues, influence ideas, affect legislation or even to protect the animals and forests.

Advertising also helps to eliminate the seasonal fluctuations in sales, makes the product known widely, keep a steady demand and even to appoint best available employees. ADVERTSING MANAGEMENT. The field of advertising management is made up of a system of interacting organizations and institutions, all of which play an important role in the advertising process. Advertising management

is heavily focused on the analyses, planning and decision making activities of the advertiser. He provides the overall managerial direction and financial support for the development of advertising and the purchase of media time and space. The focus point is the development of an advertising program or plan for the advertiser. The development and management of an advertisement campaign associated with the advertisers brand, product or service thus constitutes the major point of advertising management. Advertising management mainly includes :1. Setting advertising objectives 2. Determining advertising budget 3. Developing advertising copy and message 4. Selecting and scheduling media, and 5. Measuring advertising effectiveness. 1. SETTING ADVERTISING OBJECTIVES. Advertising is a management function. Like other management functions, advertising must also have some objectives. The main and common objective of advertising is to increase sales and profits of the business. In order to achieve this common objective, there are so many other objectives. Some objectives are common to all firms while some others are specific which are different for different firms. An advertisement is either good or bad in its ability to achieve its objectives. Though advertising is largely informative and persuasive in nature, yet to do a good job, the objectives of each advertising campaign need to be clearly spelt out in measurable terms, in order to focus clearly on the target audience , and on the time period over which these are to be achieved. Advertising objectives are more or less specific statements of what is to be achieved by advertising. In the process of setting the objectives, various elements such as sales, target segments etc are considered by the management. In an effort of setting advertising objectives, Russel.H.Colley propounded DAGMAR ( Defining Advertising Goals for Measured Advertising Results.) approach to advertising planning and included a precise method for turning advertising objectives in to specific measurable goals; against them the performance can be measured. It has defined an advertising goal as a specific communication task. There was a big criticism of the approach and DAGMAR MOD 11 was developed as an improvement over DAGMAR Approach.

Advertising objectives serve several functions in modern management. 1. They serve as communication and Coordination device. They provide the vehicle by which the advertiser, the advertising agency and other creative team communicates. 2. They provide a criterion for decision making. If two or more alternative campaigns are generated, one must be selected, and this selection process is usually based on the objectives. 3. Objectives also helps to evaluate the results of advertising. They serve as a standard for measuring the performance. ADVERTISEMENT COPY WRITING. Advertising is both art and science. The science of advertising is the analytical part, which include setting goals, deciding strategy, etc. But creating actual advertising is a very different process and that is an art. After becoming familiar with the product and its characteristics, the next task before the creative personnel is the design of the COPY and LAYOUT. The success of advertisement rests heavily on its preparation and presentation. The preparation part of advertisement is concerned with the element which are to be included in the advertisement copy, writing the copy, selecting illustrations, headings, slogans etc, and preparing layout. Production of right type of advertisement is highly essential in order to convey the message to whom it is intended. Creative personal including artists, art directors, and copy writers must design an approach to the communication of the messages that carry predetermined advertising objectives. Meaning. Copy is the heart, blood, an intellect of advertising. The copy can be defined s all the written and spoken materials in it, including the main body, headlines, subheads and all other printed elements such as picture, captions, slogans, brand names, advertisers name etc. in other words copy is the reading matter,- the words- in an advertisement. Advertisement copy explains the central idea of an advertisement. All the planning, research and expense would go waste, if proper care is not taken to draft a copy that will achieve the purpose of advertising. Its main purpose is to influence the attitudes and actions of buyers so that it results in more purchases by them and greater sales volumes for the advertisers. A carefully drafted copy can

call attention, create interest, produce desire and lead the prospect to action.
FEATURES OR QUALITIES OF GOOD AVERTISEMENT COPY.

C. BOARDER etc. Attractive boarder can be used to compel the attention of the readers. The boarder must have a distinctive look so as to separate it from the rest of the setting. D. PRICE QUOTATION. Prices should not be quoted on the advertisement copy except when they are very low as in clearance sale or special offers. E. REPLY COUPONS. Reply coupons inserted in an advertisement in an unusual setting are yet another way of attracting attention of readers. 2. SUGGESTIVE VALUE. Once the advertisement is able to attract the attention of the prospects, the next task is to offer a suggestion about the use and the utility of the product. This creates a permanent impression in the minds of the reader. For a long lasting impression, simple slogans and pointed suggestions about the product can be used. Similarly repetition of the slogans, suggestions can also be made in order to create a permanent impression on the prospects. It may so happen that the message remains in their mind even though they have forgotten about the place of the advertisement. 3. MEMORISING VALUE. The advertising copy should be so drafted and laid out that the product will remain in the memory of the readers. Repetition of advertisement with slogans is an effective method of creating memorizing value. Pictures, photographs, trade marks, bran names etc have considerable amount of memorizing value. There fore the trade mark and the brand name should be advertised at regular intervals. LUX, SURF etc have become household words only through repeated advertisements. 4. CONVICTION VALUE. An advertisement copy can prove effective and achieve the desired end when suggestion contained in it is backed by convincing agreements. It should not just tell plainly that a product is available. On the other hand, the advertisement copy should never try to make use of bombastic words and high promises. It should remain within these two extremes. In other words a good advertisement copy should be able to convey o the readers every thing they want to know about the product , their competitors, and above all, the reasons why the consumer should prefer the advertised goods. Therefore an ideal copy of the advertisement naturally makes an appeal to the readers by clearly

The importance of a good advertisement copy can hardly be over emphasized. All the planning, research and expenses would go waste, if proper care is not taken in drafting an advertisement copy. JAMES HUNTER says that the aim of advertisement copy is that, it shall be seen, read the message conveyed, and then acted upon. An advertisement copy which fails in attracting the attention of the prospects and creating an urge in their minds for possessing the product will naturally be of no use, though large sum has been spent. A good advertisement copy ; 1. Must make people see it, 2. Must make people read it. 3. Must make people understand it, 4. Must make people believe it, and 5. Must make people wan your product. Prof. R.S.Davar, in his book Advertising and salesmanship has pointed out the following features of a good copy. 1. ATTENTION VALUE. The advertisement copy should at least attract the attention of the potential customers, because it is the first step in selling process. There fore the copy should be so designed and displayed which will draw the attention of even the most casual reader. Only a well planned, suitably drafted and attractively designed copy can attract the attention of readers. Several devises can be used to make the copy attractive. A. USE OF PICTURES. Pictures have the immense display and attention value. A good sketch or photograph, if appropriately used can attract the attention of readers. Several devises can be used to make the copy attractive. B. USE OF DISPLAY TYPE OR HEADING. Use of appropriate heading enhance the value of an advertisement copy to a great extent. To invite attention, the heading should be brief an meaningful, and should be printed in bold display types. The headline should generally, be in the form of a slogan or query that will compel the attention of the reader.

stating the outstanding features of the product. By the use of simple arguments and convincing language in the advertisement, the confidence of the readers can be won and their belief on a prouct can be confirmed. 5. SENTIMENTAL VALUE. Sentiments play a very important role in advertising. Sentiments reflect the personal feelings and attitudes of an individual towards various things. They indicates reaction of a person in favor or against a particular product. These sentiments also indicate the personal liking, disliking, and choice towards a particular product. Though it is not possible to create an advertisement copy which will appeal to the sentiment of one and all, but the copy should be such that it catches the most common sentimental values of a number of prospects. Patriotism, good quality, price reduction etc are some of the common sentiments. For example, Be Indian, Buy Indian appeal is directed towards national sentiments of the people. 6. EDUCATIVE VALUE. A good copy of advertisement must possess educative value because the object of modern advertising is not merely to satisfy the existing demand, but to create future demand. In order to create and extend demand, the customers need to be educated about new products and their use and new uses of existing products. A good advertising copy is of great help in this regard. The copy not only creates and extends demands of products but also helps to make a change in taste and habit of people by educating them. 7. INSTINCT APPEAL VALUE. There are some instincts behind every human thought and action. These are the underlying or hidden forces which compel or induce people to act in a certain way. The most important function of an advertisement copy is to induce, persuade and motivate the prospects to think about the products and ultimately purchase them. There fore the advertisement copy should be able to appeal to one or more of the human instincts. This enables to get the desired results of the advertisements. Some of the common human instincts are self preservation, self display, parental etc. the copy of advertisement should be so designed that it is directed towards any of these instincts. The following are the basic instincts which an advertiser should keep in his mind. A. Self Preservation Instinct. Many of our thoughts and actions are inspired by our anxiety to preserve our person, our health, family and belongingness. The sale of

products like medicines, clothes etc may be promoted by an appeal to this. B. Parental Instinct. It takes the form of love and affection for the children. Those advertisers who deal in childrens requirements like garments, toys, baby food etc may promote this instinct in parents. C. Self Display Instinct. This type of instinct is promoted by the advertisers of ready made clothing, womens dress, jewelry etc. D. Something for Nothing Instinct. Every body has a desire to get some thing free. An advertisement copy that contains an offer of a price or a gift is likely to tempt quite a many of the customers. On the basis of the above instincts, the following themes or central ideas may be laid down for advertisement copies. 1. Pride :- This can be used to popularize luxury articles. 2. Beauty :- This is used for cosmetics, perfumes etc. 3. Health :- In drugs and food product advertisements. 4. Economy :- This is that central theme in advertisements of clearance sales or bargain purchases. 5. Fear:- Themes stressing the fear of death, accidents, loss etc are generally used by insurance COs. 8. SIMPLICITY. The language of the advertisement copy should be as simple as possible. In fact, a good Copy should use simple , short and understandable words and sentences so that even the casual reader is able to get the messages without any difficulty. 9. HONESTY

An advertisement copy must be truthful. There should not be any kind of omission, misrepresentation, or misleading facts. Other wise the confidence of the buyers will be shaken and there is very possibility that the buyers may react adversely. 10. ENTHUSIASTIC. The advertisement copy is nothing, but salesmans talk in a written form. Thus the copy should convey the message of the product to the customerswhat they want to know about the

product -- just like a salesman. In order to create interest in the mind of the readers, the advertisement copy should deal with their problems and likings. By this the reader feel excited while reading the advertisement. Thus a good advertisement copy must possess the above qualities to make it an ideal advertisement. CLASSIFICATION OF COPY. It is true that the copy writing is an art and the copy writer has a very important role to play in advertising creativity. There are various styles in which a copy can be prepared. 1. EDUCATIONAL COPY. The object of this copy is to educate the prospects properly about the uses of the product or a class of products. When a new product is produced, the producer has to introduce the product in the market. The introduction should be made in such a manner that the products get a warm welcome by the customers. The educational copy, thus indicates the specialties of the product, their uses, benefit, and some times new product is compared with the existing ones. Even for existing products, when new methods of use are discovered or improvements are made upon the existing products, the new methods, structure, size, utility should be brought to the notice of the prospects. This copy is responsible for maintaining the demand for existing products. Thus educational copy may be of two types; i.e., introductory - which is meant to introduce a product and missionary -- which propagate about existing or improved products. 2. INSTITUTIONAL COPY. This copy intends, not only to sell the products, but also to sell the name of the organization. The object of this copy is to develop and maintain good will of the organization. The aim is to popularize the product through institution. Such a copy create a good image about the Co; that the customers will regard the organization as best, most reliable, or the most exclusive. Institutional copy generally builds good will for the firm by emphasizing facilities, service offered and other features offered by the firm. 3. REASON WHY COPY. As the name signifies, reason why copy narrates the readers reasons, why they should buy the advertised product. With appropriate reasons and arguments,

this copy tries to convince the readers about why a particular product should be purchased. Points of difference and superiority over other competing products is stressed in such advertisements. Test performance, testimonials, guarantee, records, etc are produced to substantiate the claims made. These points directly appeal to the judgment and intellect of a person. 4. HUMAN INTEREST COPY. This type of copy makes it appeal to the emotions and senses of human beings. The emotions are like sympathy, fear, humor, curiosity etc while senses are like touch, hearing, smell, sight and taste. Thus the human interest copy appears most to the heart, rather than to the intellect and judgment. It provides information about the product in relation to customers requirements instead of emphasizing about the product only. Human interest copy can take many forms. A. Humorous Copy. It exploit the sense of humor of the people. It turns the readers laughter. B. Fear Copy. It appeals to the sense of fear and arouses the interest of people to save their lives, properties and other belongingness. Life Insurance Corporation, General Insurance Cos etc generally use this type of copy. B. Story Copy. In such a copy , a story is narrated in a very interesting manner to create an impression in the minds of the people about the product. 5. SUGGESTIVE COPY.

The suggestive copy of advertisement tries to provide valuable suggestions to the prospects regarding the product directly or indirectly. It is useful where the reader is confused about the quality of a product and is not in a position to take decision about the purchase. It may be of different kinds. 1. Direct Suggestive Copy:In Direct suggestive copy, statements are made with reference to the products. It appeals to the reader directly about the product and tries to convince them. 2. Indirect Suggestive Copy. It does not express the message or the theme to the leaders directly. The readers are expected to grasp it in their own interest. The advertisement indirectly suggests the reader to go for the product advertised. 6. EXPOSITORY COPY. This is the most common form of advertisement which explains facts directly. It tells every thing about the product directly to the readers and hides

nothing. As the Copy is simple, an direct in approach, the reader is able to understand the message easily an quickly. 7. SCIENTIFIC COPY. Such types of copies are technical in nature and generally used by the rugs and Pharmaceutical firms elaborating the properties and contents of the product. This is generally meant for professionals and such a copy does not attract the general reader. 8. TOPICAL COPY. Here in an attempt is made to appeal the general public by linking the theme of the copy with some current event. So it is based on any sensational event , which is in the mind of the readers. A topical copy never fails to attract the attention of the public. 9. COLLOQUIAL COPY or CONVRSATIONAL COPY. The colloquial copy presents the message in the way of conversation. It uses an informal language and conversation takes place , in between reader and advertiser. 10. PERSONALITY COPY. This copy attempts to encash the opinion of personality about the product. Usually the personality is real and a photograph of the personality ( a person specialized) is given with the text of the copy with a view to convince the readers through the moral influence of his name. invariably such copy shows a certificate or testimonial of such person. 11. PRESTIGE COPY. This pattern is usually followed in institutional advertising, which aims at creating an atmosphere about the product or the firm an may not directly advise the product for sale. 12. QUESTIONING COPY. This, as the name suggests, incorporates a series of questions expected to be answered by the readers. The advertiser puts no narration, statement or reason of its own, in order to pursue the readers to buy the product. The question arises curiosity in the minds of the readers and makes them think of it. The question in such copy may be positive or negative. 13. DESCRIPTIVE COPY. This type of copy describes the pertinent and relevant characteristics features of the product. It is very simple and of non technical nature. It is very much similar to a press account or news item, simply giving relevant information to public with out any stylish touch. Sometimes such copy is very lengthy, and it has hardly any chance of it being read in full. Such types of copy are usually written

not by a professional copy writer, but it is written by the advertiser himself. COMPONENTS OF AN ADVERTISING COPY. An advertising copy is the means by which the advertisers ideas are given expression to, in a message to readers. Copy refers to all the reading matters of an advertisement, including headlines, text or body, an the name of the company. The ultimate aim of every advertisement is to stimulate the sales. As a reader turns the pages of a magazine or news paper, he notices so many advertisements, but a great variation in copy. some copy may be striking, that the reader takes immediate action , while he does not like some other. The following are the main components of a good advertising copy.

1. HEAD LINE.
The first device in a copy is head line. Its main purpose is to attract attention, arouse curiosity or interest and there by induce further reading. It should be as short as possible. It represents the message or an appeal. Head lines are of various types. W.H. Howards classifieds headlines in to 4 types. A. Label Headline. A label headline identifies the name of a product. For example Castrol Engine Oil. Such type of headline inspires the reader least. B. Informative Headline. These types of headlines give information about the product. These generally specify the attribute of the product in exaggeration. Eg. SURF WASHES WHITER. These headlines are effective as they are designed to attract the attention of readers, even those who are in hurry. C. Provocative Headline. These arouse the readers curiosity and impels the reader to see what it is all about. Such types of headlines are generally used when an item is introduced in the market for the first time. D. Selective Headlines. Selective headlines direct the appeal to those for whom products are intended. It eliminates all other readers; for whom product is not appealing. Eg. Attention Importers. E. Direct Command Headlines. These headlines ask the reader to buy the particular brand. F. Question Headlines.

Such headlines put questions to the reader and suggest the solution in using the particular article. The main functions of headlines are to gain attention and interest of the readers. It also helps to arouse curiosity and to provide news worthy announcements. 11. SUB HEADLINES. These are subordinate captions that simply expand the headline thoughts. They carry the readers interest a step further. Subheads form a kind of transitional bridge between the headline and the copy text and may be valuable when the headline does not contain any sales message. Some times sub heads provide answers to the questions posed in the head lines. The sub headlines serve the following three purposes. 1. They gain attention and interest of the readers 2. They organize the copy into logically related segments & 3. They direct the interest of the consumer to important points. 111. SLOGANS A slogan is a single word or a group of words regularly used by the advertiser to impress upon the readers a basic idea about the product. Eg. Nokia Connecting People. The use of catchy slogans is one of the most popular method to attract and hold attention. To be effective, a slogan should be short, simple, easily remembered, and filled with a pleasing suggestion of the product. No doubt, slogans should be attractive, but at the same time commodity should not be forgotten. 1V. ILUSTRATIONS. These consist of photographs, drawings, graphs, charts, paintings and other pictorial devices. The main idea behind giving illustration is to gain attention, comprehension, attitude change and behavior change. They invite quick understanding of a given idea and convey themes. They can tell a story, make a point quickly and clearly and prove a claim. An illustration should be not only relevant but also be free from technical errors. If the product is sold in package, the package should be shown in the picture, or if it is sold loose, the product may be shown in any of the various ways. Demonstration of the product in use may be a popular an efficient way of employing illustration. V. TEXT OR BODY OF THE COPY.

It conveys the story in detail from the selling point of view. The text is the written part of the advertisement that appears below the headline and sub headlines. This is the heart of the message. A good text is based on advertising objectives. In stimulating liking and preference for a given product, body copy must explain the product features, values and support all claims logically and convincingly. The text copy may include A. descriptions of how the product works B. test results C. performance case history D. testimonials or quotations from the experts E. sales records and guarantees. VI CLOSING IDEA. Up to this point, all efforts are made to establish product awareness, knowledge, liking and preference; for the purpose of persuading the reader to purchase the product. Because an advertisement is a one way communication, its closing efforts should be to supply all information, directions, and motivation necessary for the buyer to take action. VII. IDENTIFICATION MARKS. It is advertisers name, brand name, or identification mark or trade mark. A brand name, symbol or a word may be used as a means of communication that brings about an identity of the producer. All these elements or components of an advertisement copy should be well knit in to a harmonious and symmetrical form. DESIGN AND LAY OUT Design and lay out almost carry the same meaning as consisting of the overall structure of advertisement copy. Lay out is an arrangement of various elements of an advertisement copy.(ie headline, subheading, illustration, slogan etc). the term is most specifically applied to the design of a news paper, magazine or outdoor advertisement. A good advertisement is a good combination of both copy and art. The arrangement of lay outs includes size and position of elements, style and color. FUNCTIONS OF LAY OUT. The following are the important functions performed by a layout. Assembling different parts. The main function of lay out is to assemble and arrange the different parts or elements of an advertisement illustrations, headline, slogans etc:in to a unified presentation of the sales message.

Opportunity for modification. In the case of TV commercials, film commercials etc, lay out is called as story Boards and these offers an opportunity to the creative teams and advertiser to suggest modification before its financial approval, and actual production. VARIOUS MEDIA OF ADVERTISING. Advertising media is the vehicle used to carry the advertising message from the sendor to the intended receiver. Since advertising is a means of mass communication, it requires mass media. This enables advertiser to get in touch with a large number of people at a time. The basic objective of media is to place the advertising sales message before the prospective buyers. Media Planning involves selecting appropriate media for carrying the advertisers message to target markets, deciding what to buy and how much to spend in each medium, and scheduling when the advertising is to run. A recent study shows that more than 80% of money spent for advertising are paid to media. SELECTION The individual advertising situation largely determines the complexity of media selection. A retailer in a small town does not have much of a problem. However a producer has the problem of choosing media among news paper, radio, TV, out door and direct mail. There are no rules or set formulas for solving these selection problem. Each type of media has its own character and differs from one another. There is no single best media for all advertisers. A useful model for building a media plan centers on four questions. A. who do we want to reach. B. where are they located C. what is the message. D. when do we run the Ads? WHONo product or service is consumed by every one, and through market segmentation the planner select the best prospects. The planner then selects the media with audience that best fit the target market. These media would reach the largest number of prospects with the available money. Advertising needs a sound strategy. There may be regional differences in taste and preferences , and some medias like news papers magazines etcs WHAT

coverage are limited to certain regions. Obviously , local and regional advertisers confine their media choices to those that best cover their particular trading areas. National advertisers select national media, whose coverage best fits the geographic distribution of firms sales. What message is to be communicated has considerable importance. A particular copy approach or technique of presentation requires a particular medium. For example if top quality color printing is needed, magazines would be better than news paper. Product demonstration can be done through TV, in a better way. WHEN When to advertise can be planned in terms of seasons of the year, months, days and hours. The regular issue dates of print media (weekly, magazines etc) and specific time units of TV and Radio let advertisers select the time when their messages will be seen. Advertising there fore can be scheduled to fit seasonal sales and day by day shopping habits. To answer the four Ws- media planners require much information about the many media alternatives. Such information includes circulation, audience costs, and competitive activity. MEDIAS IN ADVERTISING. There are different media of advertising. Print media, broadcast media, direct mail, and outdoor and many other media serve the advertiser by communicating the message to masses. The advertiser has to select the media, which is most suitable to him keeping in mind the various economic and social considerations such as cost of media, size and nature of business, Fund allocation and coverage of media. Some times advertiser use more than one media at a time , in the same market. An advertiser usually selects a media considering the following factors/ objectives. 1. It must reach the largest number of people. 2. It must attract their attention 3. It must be less expensive. DIRECT AND INDIRECT ADVERTISING. If the message is to be communicated to specific persons, the advertising is direct. The advertiser may write letters to consumers directly persuading them to buy his product or service.

WHERE

Indirect advertising is meant for people at large. Advertising made through indirect media can be heard and seen by any body.
INDOOR AND OUT DOOR ADVERTISING

news papers are read by millions of people and the message may be carried to them with out any additional expenditure. The larger the circulation, the lesser the cost per individual. Hence this medium is economical. 2. Flexibility and Timeliness. News papers offer a lot of flexibility. According to the convenience and necessity of the advertiser, the shape, size and appeal may be frequently changed. Messages given have timely impact and current events can be easily capitalized. 3. Choice of Market. Generally a news paper is more popular in one region than in other parts of the country. In our country , for example, Hindustan Times is more popular in Delhi, and its surrounding areas ; The Statesman in Calcutta, and The Hindu in south India. An advertiser who wants to appeal particularly to the consumers of a particular region or market, can make a choice of the news paper in which he would buy space on this basis. Besides these national dailies, some local news papers are widely read in hat particular region or a segment of that region. Such papers can very well be used to help the dealers by advertising the product along with their names. 4. Repetitive Value. The daily news paper offers an opportunity to the advertiser to repeat his message at a short interval of only one day. This will help the advertiser in popularizing the products and services. This is of particular use, if the advertiser is introducing a new product in to the market. 5. Quick Response. In case of news paper advertising, the public response is quick. The selling message reaches the public while it is fresh. It pin points the shopping opportunities and thus makes quick results. The effectiveness of news paper advertising can be tested quickly. Generally public respond quick to the news paper advertising and demand for goods comes quickly if the news paper AD is effective. 6. Reaches Large number of People. News papers are usually widely circulated and even single news paper is read by at least four persons. 7. Other Advantages. By inserting frequent Ads in News papers, their visual appeal may be created very easily. So appeal made on TV or in films, has greater impact on the minds of the people, if it is advertised in news papers. A news paper is read by persons of different interests. It has some thing of interest to every member of the family.

The media which are available to the modern advertisers are really numerous. One can sit indoors and read news papers, magazines, journals, listen to radio, and see TV. These Medias are called indoor Medias. On the other hand outdoor advertisements are seen out doors. These advertisements are so located, so as to catch the eye of the passers immediately. Eg are posters, hoardings, neon signs etc. because out door advertisements are fixed at some specific places, people are able to see them again and again and there fore their impact is better. PRINT OR PRESS MEDIA. Press advertising remains the most popular and effective method of publicity today. News papers and magazines have become the part of the culture and life of the people today. It plays a very important part in advertising. Press publicity takes two forms - News Papers and Magazines. 1. NEWS PAPERS. Perhaps the oldest , powerful and the most popular media available to advertisers is news paper. It can communicate the information to a large number of people and is also able to reach the most interior part of the country. News papers has become the most common habit of literate people. News papers provide a wide coverage of local and national markets. As they are published regularly, one can advertise daily if he wants to do so. News papers can be divided in to morning or evening editions, Sunday news papers, bi weekly etc. it is interesting to note that the advertiser depends on news paper while the news paper depends on advertisers for financial support. In India , there are number of news papers both in English and regional languages. Many newspapers in English and Hindi have nation wide circulation. So a message given in a news paper, may have better impression on the minds of the people and it may be more specific, clear, and lengthy. The marketers choice of news paper depends upon many factors such as area of circulation, type of news paper etc. the advertiser has to enter in to an agreement with the news paper for space for advertisement. Advantages of News Paper Advertising. 1. Low cost per Reader. News paper is the cheapest media of advertising as far as its cost per reader is concerned. Because

Disadvantages. As against the above mentioned advantages, news paper advertising suffers from the following limitations. 1. Many people dont go through the advertisements. They read news items and just over look the ads appearing in the news paper. 2. News paper advertisements are short lived. Old news papers are discarded as waste paper and there fore the longest life span of a news paper is perhaps twenty four hours. 3. As the quality of paper used as news papers are poor, photographs and artworks cant be reproduced clearly and effectively. 4. Ads appearing in local news papers, which has limited circulation becomes ineffective. Similarly products which have got limited local market, advertising in news papers which is widely circulated id definitely a waste. 5. In a country like India, where major portion of the population are still illiterate, news paper ads has no value. MAGAZINES AND JOURNALS. Besides news paper, magazines and journals which are published at frequent intervals also forms another media of advertising. Magazines and journals are periodicals published monthly or quarterly and generally contain articles and news of current interest. Journals are published on subjects like trade, industry, agriculture, commerce, banking, economy, religion, politics, etc. some times specific magazines and journals enjoy a longer life than news papers. Usually better quality papers are used for journals and magazines and hence Ads appear more clearly and effectively than news papers. They also got longer life than news papers. Advantages. 1. Advertising through magazines and journals have longer life than news papers. They are kept around the house until the next issue. Some magazines and journals are kept for future references. Hence the Ads can have repetitive impression on the readers 2. Magazines and journal advertising creates lasting impression on the readers by quality paper, fine printing, clear photographs, fine colors, and attractive presentation. Thus such Ads are able to attract and hold the attention of the readers. 3. Magazines an journals have both general readership and specialized readership. The advertiser can advertise his message for general

consumers and specific consumers. For example magazines have special columns like sports, beauty, cinema etc. thus a selective approach can be made through magazine. 4. As different magazines have different classes of readers, a suitable magazine may be selected for advertising so that the appeal is selective to a particular class. For example Jewelry can be advertised in womens magazines. 5. Since most magazines and journals have nation wide and even international circulation and wider readership, ads are widely read and seen. LIMITATIONS. 1. Magazines and Journal advertising is limited to the literate persons only. 2. They have limited circulation in comparison to news papers. Hence Ads have limited appeal on the readers. 3. It is costlier to advertise in magazines and journals than in news papers. Due to high quality of paper, color printing, and use of advanced technology, magazines and journal advertising becomes costly. 4. They are not suitable for new products, where repetitive advertising is essential. Since the time gap between two publications is long, it is not a suitable media for introducing new products. 5. Usually magazines takes time in printing and there fore urgent advertisements cant be booked. 6. Advertising in magazines and journals is a time consuming process. The advertisement material has to be sent much in advance to the office. DIRECT MAIL ADVERTISING. This is one of the oldest media of advertising. Direct mail advertising is a way of sending sales messages directly to the prospects, either through post or through salesman or dealers. This is a kind of printed advertising carried on by having direct contact with prospects through postal services. This method is suitable for explaining details about products and services. In direct mail advertising, the sales message is sent by means of sale letters, circulars, folders, catalogues and book lets. Some of the important media of direct mail advertising are:

A. Sales Letters.
This is the most widely used method of direct mail advertising. The letters are directly sent to prospects through post.

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B. Circulars. It is a detailed form of a sales letter. Circulars usually contain several pages and describe all details of a product or service like price, discount, multiple uses, etc. they are usually printed on good quality paper with photographs. C. Stuffers. Some times producers of a variety of articles or services, use sales letters to deliver brief messages. They are called as Stuffers and they provide illustrations and specifications of all commodities. D. Folders. Folders are big sale letters which can be folded several times in several ways. They contain many pages full of explanation and description about the product. E. Broad Sides. These are giant sized folders designed to impress prospects by their size, attractive colors and illustrations. most of them are aimed at wholesalers and retailers ; some are designed to be displayed in retail shops. F. Catalogues and Booklets. Usually these are sent to customers, who either enquire about the product, or show interest in purchasing the product. Catalogues are illustrative price lists containing the price and features of goods. Generally catalogues are sent to business buyers and larger order placing customers like libraries, who preserve them and refer whenever necessary. Book lets are small books containing of several pages with cover pages. They are designed for thorough reading and study. Similar to that of catalogues, these are sent usually to bulk purchasers and business purchasers. A. House Organs These are published by the Cos from time to time to inform about Cos activities. These generally contain articles stories and pictures; for the purpose of influencing customers. These Co magazines are usually supplied to wholesalers, retailers, sales man at free of cost. G. Novelties. Some times novel gifts are sent to customers free of cost to build goodwill an prestige of the Co and to win the heart of the customers. For example Pencils, Memo books, Calendars, Pen stands, etc are sent with selling messages printed.
ADVANTAGES.

3. as advertising materials are sent to the buyers by his own name, and delivered directly to him, the most busy people can be easily reached. 4. Here selectivity is possible, because it is meant for selective customers only. Thus advertiser is able to send the selling messages to the persons for whom it is intended. This helps to minimize wastage. 5. Here the advertiser can maintain secrecy because the materials are directed to the buyers usually by his own name. 6. In direct mail advertising, the seller can measure the impact of advertising satisfactorily. Results can be checked by measuring the response to mailing. 7. Direct mail materials like catalogues , book lets, etc have got some educative value. This helps the customers a lot by providing information. 8. This enjoys the advantage of timelines if the materials are sent at the right time. 9. Direct mail advertising is the most flexible, adjustable and adoptable of all media. LIMITATIONS. 1. direct mail advertising is costly. The cost of preparing and dispatching advertising materials are very high. Only Cos having large financial resources can afford such a form. 2. The coverage is limited, and therefore it cant be considered as a means of mass communication. 3. Direct mail advertising in the absence of requests suffer from low reader interest. In other words unless the customers themselves request, direct mail advertising gets little response from them. 4. In case of direct mail advertising, it becomes quite difficult to prepare a reliable mailing list. Further the success depends upon the updating of the mailing list. BROAD CAST MEDIA. Advertising through Radio, Cinema, and TV has become common. It is a part of indoor advertising. RADIO ADVERTISING. Radio advertising appeals through the ears. Now a days, several broad casting stations all over the world are selling time for the purpose of commercials. Over the years , Radio has become a very popular and effective medium of advertising in our country. Almost every family has a Radio in India. The impact of Radio advertising is quite clear in advanced nations. The Voice of America, BBC, and AIR accept advertisements to broad cast them on radio. Radio advertising in India was started in

1. These are directed to specific persons. This is the closest substitute for personal selling. Here the seller addresses his buyers by name and the promotional message is private, personal and confidential. 2. here the selling points are elaborately discussed and illustrations are given more accurately.

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November 1967, when commercial services on Vividh Bharti was started. Radio advertising may be described as word of mouth advertising on a large scale. It is only because the advertisers deliver the message orally and not visually. It is quite different with other meia, because it makes appeal to the ear and not to the eye, with the effect that the message is conveyed to the masses.; whether literate or illiterate. Advertisers using the Radio as the medium of advertising may be national or local. It serves the regional rather than national, because of many factors such as language problem, or the appeal to listeners may vary from region to region. With the advent of TV, some industrial observers felt that the radio advertising might become obsolete. MERITS. 1. Human Appeal. Radio broad casting has human touch un equaled by the print medium. It is alive and quite dramatic. It can be made like a face to face conversation. 2. Variety of program. It affords variety of programs that facilitate the selection. The programs of special interest to the family members can be use for promoting appropriate products. 3. Sales messages can reach both literate and illiterate people; as they can listen and understand radio advertising. There for the scope of this media is much wider. 4. Radio advertising can be changed according to the requirements of the product or service or listeners. The selling message can be changed during the day it self. Thus this media offers much flexibility. 5. People listen to radio programs at leisure times. There fore they are in a receptive mood while listening to a radio. Thus message can be easily conveyed to them. 6. Radio publicity gives the advertiser a long sought opportunity to convey the message to the people in their homes. 7. Radio can convey the message to the masses even to the remote area. 8. Radio is an in expensive medium. The cost of advertisement per listener is negligible. DEMERITS. 1. A message on the radio is highly perishable, because it lasts only for a short while. A listener has a chance to miss the Ad. It cant be repeated, but in press media, reader has as many chances as he can. 2. Radio appeals only to the sense of hearing. The medium cant take advantage of visual means of communication as TV do.

3. High cost of time discourages radio as an advertising medium. It is beyond the reach of small sized advertisers. 4. The radio is a mass medium, but no single station reaches more than a small fraction of total audience. It is a very selective medium. Different stations aim their programs at different audience. 5. The radio is not suitable for all products. Goods of frequent use may be advertised, but goods like capital goods cant make a good impact. Thus radio advertisements can be favored only for the goods of general use. It is regarded as an effective media. But due to high cost, only big enterprises can avail the fruits of the media. TELEVISION ADVERTISING. Another development in advertising media in our country is TV. It provides a scientific synchronization of features of sound, sight and motion, that no other medium has been able to provide. That is why TV is the best selling mode of advertising ever invented. A large varity of techniques are available to the advertiser for the production of TV commercials. TV has to play a promising role in Indian marketing system. This media is particularly advantageous for those, whose products require demonstration. Now in India, commercial advertising is a part of almost all the programs broadcasted and the arrival of cable TV and foreign channels gave this medium a tremendous growth. TV can be used as an initial medium to generate product awareness , while a follow up radio campaign using the TV soundtrack can also be done. Like radio advertising, TV advertising may take the form of short commercials, as well as sponsored programs combining entertainment and publicity. MERITS. 1. It combines all the merits of radio and film advertising and also include merits of sound and sight. It can be seen at home. 2. As TV ads combine sight and sound elements, it is able to make a lasting impression upon the audience. 3. It adds to the prestige of the product and its sponsor, when a product is promoted on TV. 4. It has removed at least one limitation of radio advertising; that is presentation through pictures.

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5. It is most suitable for those producers, whose products require demonstration. The product can be shown on TV screen, and its qualities and features may be well explained through this medium. LIMITATIONS. 1. A major limitation is that it is very costly. Small and medium sized manufacturers with limited financial resources are not able to advertise through this media. 2. The coverage is limited as compared to radio, and there fore it can reach a limited area only. 3. Due to high cost, only limited message can be conveyed on TV. There is always limitation on time. 4. The cost of producing TV commercials is also very high, when compared to other Medias. TV is a promising and effective media of advertising, but it is too costly for small business man. FILM ADVERTISING. Film advertising is an excellent medium of advertising, since it is a popular medium of entertainment in todays world. It has advantageous of sound and motion. Many advertisers prefer this medium because more and more people visit cinema houses. Merits. 1. It has a wide coverage. 2. Appeal is made to all sections of the society. 3. Advertiser can explain and demonstrate the use of his product. Demerits. 1. High production cost 2. A film can be shown only to the people who come to the theatre. OUT DOOR ADVERTISING. The importance of out door advertising has been increasing during recent years. It is perhaps the oldest form of advertising. The main purpose of out door advertising is to draw the attention of the public toward the product or service and to supplement the other media. Out door advertising is made in such a way that it can attract the attention of a large number of prospects. Out door advertising takes many forms. 1. POSTERS. Posters are usually sheets of paper containing a message which is pasted on the walls or other commonly visible areas. These are exhibited at public places, well traveled streets and

roads, so that it can be seen by a large number of people. Sometimes it is prepared on card boards or metallic sheets. To erect posters at important public places, the Right should be purchased or hired from the owner of the place. The message conveyed through posters is usually very brief. Bright and deep colors are used to attract the attention of passers. Posters may contain pictures of the products or a brief sales message. They are the most flexible of all media, as they can be changed frequently. It is also a less expensive media. 2. 2.PAINTED DISPLAYS. Painted displays take the form of painted bulletins and wall paintings. They are metal or wooden sheets erected at a height. Their size is usually larger than posters. Usually these are painted by artists and can be seen in cities, high ways, and in almost all places, where traffic is heavy. The wall paintings are more durable than posters. 3. ELECTRICAL AND NEON SIGNS. Another important out door advertising media is electric and neon signs. This media has gained much popularity in recent years. Glass boards are illuminated with the help of electric bulbs for advertising purpose. Neon signs are glass tubes or signs with electrical wiring made in the form of letters or figures to represent the advertising message. Such message usually remains very brief containing either the name of the Co or the product. These are placed on fixed structures. They are usually put at important junctions, crossings, railway stations, bus stops etc. These are very expensive methods of advertising and only financially well- to- do companies can afford such advertising. 4. TRAVELLING DISPLAYS. Other wise known as transit advertising, traveling displays are painted on metallic sheets called as car cards. These are usually affixed inside bus, taxis, trains etc. this is an important medium and passengers can read and see these repeatedly, some times vehicles are painted with a selling message. 5. SKY WRITING. This is a modern form of advertising. It may take several forms. Messages can be written or attached to big balloons , which are floated in the air, and banners and posters are released from aero planes. Some times pilots writes the image of the product, either in the form of lighting or smoke on the sky. Some times large sized kites are also sent to the sky with messages written on it. 6. SANDWICH BOARD MEN this is the oldest form of out door advertising. Sandwich men are hired persons carrying two

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boards ; walk up and down the street. These men some times dress up funnily and shout slogans in favor of the COs products. With the invention of the new methods of advertising, the media of sandwich men declined considerably. 7. WINDOW DISPLAY DISPLAY. & COUNTER

example ,a firm manufacturing sports shoes can choose sports journals and magazines. 2. Objective of Advertisement. Each product or service is meant to reach a specific market or the general public at large. In other words, appeals are made either to specific class of consumers or to general public. If the goal is to aid salesmen, direct mail can be used. In case of mass appeal, news paper, radio etc can be chosen. 3. Requirement of message. The management should consider the mediums which are most suitable for the presentation of the message to the market. If a product needs a lengthy message, out door advertisement cant be a good media. On the other hand brief message can be printed or can use displays, posters and neon signs. 4. Time and location of buyers. The advertiser should select the medium which will reach the prospective customers at or near the point of purchase, where he buys it or makes the buying decision. 5. Cost of Media. The most important criterion of selecting a particular advertising media is the cost. The cost of advertising media should be considered in relation to A. The amount of fund available. B. Circulation of the media. If small amounts of funds are available, costly media like TV, feature film etc can ruled out. Companies having limited funds can go for press and displays. 6. Extent of Competition. Competition in the field is another consideration in selecting the media. Generally the medias used by the Competitors are preferred so as to make an impressive appeal for the product. 7. Size and Nature of the business. This also plays an important role. A big unit having chains may7 make use of TV, Radio, or News papers having national network, where as small unit will prefer local paper or display. Thus the above factors are generally taken in to account, while selecting the primary advertising media. Different media will suit the different products and services. ADVERTISING AGENCIES.

In certain types of retailing, store location is extremely important. Such retailers attract the attention of consumers by the display of articles for sale, inside glass windows which are seen from out side. This is usually done in case of cloth shops and electronic products. 8. SPECIAL DISPLAYS AND SHOWS. Most of the manufacturers have found that putting special displays of several products in selected stores is a good promotional device. This kind of show impress the general public. 9. EXHIBITIONS AND FAIRS. In the modern world of business, the importance of exhibitions and fairs is increasing. Exhibitions are generally organized by groups of manufacturers or associations of manufacturers. The exhibitions may be local, national, or international reputation. Eg. Motor trade exhibitions like Car and Bike shows etc. FACTORS INFLUENCING SELECTION OF MEDIA. All advertisers do not use all available media at the same time. Depending on his own requirements and financial conditions, the advertiser can use one or more type of media. Several factors are to be taken in to consideration before choosing a particular media. While selecting a media, three levels of decision making are required. First the merits and demerits of a particular media should be kept in mind. Next decision should be about the market to be reached. Finally the most appropriate media to reach a particular market should be chosen. An advertiser must consider the following factors while selecting a particular media. 1. The number of people influenced / Media circulation. Every medium has a general circulation. Media must be selected keeping in view the desired market so that waste in circulation is minimized. For local products, media like posters, local news paper etc should be chosen. Direct advertising can also be resorted to. For

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Planning and executing successful advertising campaigns call for people who have specialized knowledge and skills; who are well informed in all aspects of marketing and consumer behavior, who are sensitive to people and communication, who know the media and markets, and who are skilled writers , artists TV producers, researchers and managers. The organization that brings such people together in a single business enterprise is the advertising agency. The agency provides the environment in which the various specialists can interrelate and combine their talents to create effective advertising for the agencys individual clients. An advertising agency is an independent professional organization of specialists to offers services in advertising. Their services include preparing advertisements, placing them in suitable media, undertaking marketing research, an so on. In short the role of advertising agency is to plan, create, produce, and place ads for its clients. Besides planning and executing the advertisement campaign, the advertising agency also performs several other services like preparing sales promotion materials, advising on marketing management, or public relations, preparing and distributing messages etc. In advance countries, more than 90% of advertising is handled by agencies. In India also, the agencies are slowly developing. Some of the notable agencies include Lintas, Silpi Everest Clarion, Impression, Jelita, and Mudra. The agency has become to represent he core of the advertising profession, and Madison Avenue, an area in New York, where several agencies are located, has become the symbol of advertising in the world. The advertising agency charges remuneration for its services either on the basis of commission, or fixed percentage on the media bill. In the beginning, advertising agents were simply agents and their main job was to sell space in medium. But now a days, they are extending a wide variety of services and they have organized themselves as a big business house.
NEED FOR AN AGENCY & FUNCTIONS.

Usually the advertiser is preoccupied with several problems relating to production, managerial, financial and selling. As a result, the

CO cant spare sufficient time and effort in executing the advertising program. There fore the Cos find it safe to entrust the job of advertising to agencies who are in a better position to perform the job. The need for appointing an agency for executing an advertisement campaign arises chiefly due to the following reasons. 1. Avoid high cost. Advertising is specialized job. In case the advertiser keeps the job of advertising to himself, he has to employ specialists from various fields like copy writers, artists, design staff, market research expert, etc on a permanent basis. It may lead to higher cost of advertising. However the agency can have these highly paid specialists, because their costs are spread over many advertisers. 2. Get timely and Satisfactory work. Advertising agencies are usually an assembly of experts from various fields like photography, art acting, painting, marketing etc. By engaging an agency, advertisers are able to get good quality Ad work from experts. Further it can be presented timely and with out any difficulty by the agency. 3. Select Most Suitable Media. The agency can take un biased view of advertising problem. As they are in close contact with various advertising medias, they are in a position to judge the merit and suitability of these media. Hence they are in a position to judge and recommend the best media. 4. Get Additional Services. Modern agencies also offer the clients many other services besides advertising. They take up special services like designing the packing, labels, plan advertising program, undertake market research and so on. 5. Conduct Market Research. Some times agencies conduct market research about products, consumers and methods of marketing, because of availability of competent staff. At times, they are able to point out the demerits of products and marketing. FUNCTIONS OF AN ADVERTISING AGENCY.

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An advertising agency is am independent Co, providing a series of services to its customers. It helps advertisers, create advertisements, and place them with the appropriate media. One of the most important services provided by an advertising agency is media planning. They employ media specialists for their clients in determining media mixes and schedules. These agencies also provide some other non advertising services such as marketing research, public relation, price fixation, package and product designing, distribution etc. Among other services, agencies study the products, market, competition and the promotional problems of their clients. They work for the producers and attempt to build attractive and favorable image for them. The functions also include media selection, and giving additional services. Advertising agencies performs some creative function also. They will prepare the copy, illustrations, photographs, and will produce the advertisements according to the requirements of various Medias. These functions are performed by professionals (include artists, designers, producers, and graphics specialists). Co- ordination with clients sales force and distribution network is one of the important functions of an agency.
SELECTION OF AN AGENCY.

numerous facilities along with wide range of skills. 2. Facilities. Before choosing an agency, the advertiser has to look into his requirements and see that whether a particular agency is in a position to offer the required service satisfactorily. The advertiser should also see, how efficiently the different departments of the agency can perform the task. 3. Imagination. The agency must possess profound knowledge and rich and meaningful imagination in order to take up the campaign. Imagination enables to develop the right campaign for clients to solve their problems. 4. Records. Much is revealed about an agency, by its records. If an agency is really popular and reliable, it will have maximum number of clients. The accounts indicate their past performance, and experience.

5. Reputation.
Usually an advertiser is concerned with the reputation of the organization, which will be creating his advertising. The information relating to reputation can be collected from various sources like media, clients etc. 6. Management Another important consideration is the management of the agency. Here the concern about management centers around the caliber, quality, stability and background. The experience of top executives is also of considerable importance. 7. Timeliness. The success of every campaign depends to a considerable extent on its presentation at an appropriate time. In fact much time, effort and money will go waste, if the advertisements fail to appear at the right time. There fore while choosing a particular agency, timely delivery of goods ( advertisements) should be given due importance. ADVERTISING BUDGET. Advertising management is essentially a matter of setting objectives, planning operations to achieve the objectives, putting the plans in to action and controlling operations. The principal instrument used in performing these functions is the advertising budget. A budget is an expression in money , of the forward plan of an activity. An advertising budget is a functional budget setting the goals and objectives in terms of income and expenditure on advertising during a specified period. It states the proposed advertising expenditure and informs and suggests the Cos management of the anticipated cost of executing the advertising plan. The

The relationship between the advertiser and his agency cant be undertaken lightly. Each party should make a thorough investigation before entering in to an agreement. Before the advertiser makes a final selection, he should look in to various factors. 1. Suitability. The first thing an advertiser has to see is that whether the agency is suitable to meet its requirements. In this context 4 basic factors are to be taken in to account. A. Competing Accounts;- Those agencies, which are working for competitors are generally avoided. B. Location:- As for location, most advertisers want an agency whose office is located where the advertisers are. This preference is chiefly for convenience. C. Policies:- Policies of the agency should be suitable for the advertiser. For example, suppose it is the policy of an agency not to handle accounts below a fixed amount, (say Rs 1 00 000), that agency is not available for below that amount. D. Size:- The size of agency is also important. Usually, larger Cos are able to provide

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following factors are to determining the budget size.

be

considered

in

1.Size and Extent of Market. The size of the budget depends on the decision how many people are to be reached. It costs more to reach large, widely dispersed national market, than small, highly concentrated local market. A single 30 second commercial in an American TV costs $ 70,000 to $ 1, 00,000. Only advertisers with sufficiently large and widespread market can afford such large expenditure. It costs more to reach a broad, widely spread market than a well defined market segment. To reach widely spread market requires TV, News paper, &general magazines, which are much costly. Reaching smaller segments require less costly, specialized magazines and local radio involving less coverage. 2. Role of advertising in the marketing mix. The greater the role of advertising in generating sales, the larger the advertising budget is likely to be. In the case of consumer goods advertising has got a very important role and hence cost will be much high, compared to industrial goods. In the case of new products also, the initial cost of advertising will be much higher, compa5red to existing products, which require only less amount of advertising. 3. Stage in product Life cycle. The introduction of a new product generally requires heavier advertising. Building brand awareness, introducing trial, and gaining retail distribution require heavy initial advertising and promotion expenditure. An Eg of this was Procter & Gambles launching of High Point instant coffee. The first year budget of the Co was $ 24 million. For existing products, the cost of advertising will be comparatively less. 4. Product Differentiation. When the product offers a unique benefit that the buyer can readily perceive when using it, the amount of advertising tends to be less; than when no such clear differentiation exists. 5. Profit and Margin volume. Profit margin per unit and volume of sales are inseparable considerations. If the margin is high, then there will be considerable money for establishing a huge size advertising campaign. For some products like cosmetics and health items, the

margin available is 40% to 50 % of retail price. No wonder that most advertisers in those product categories are big spenders. A small margin per unit may be adjusted by a large volume of sales. Because their volume of sales is so high, soaps and detergents are heavily advertised. 6. Competitive Spending. Generally a brands share of advertising is likely to be close with the competitors advertising. Spending some times affect the advertising success, and how much competitors spend; should some times affect a Cos budget. 7. Financial Resources. This is the most important factor which affects an advertising budget. The advertising cost to maintain a national market can be afforded by only a few firms, who have tremendous financial resources. The scale of advertising, like the scale of manufacturing, must be adopted to the funds available. DEVELOPING ADVERTISING STRATEGY. Having laid down the objectives of advertising, an appropriate strategy is to be developed to achieve those objects. Advertising strategy is creativity applied to knowledge for the purpose of finding the most effective way of achieving an end. The advertising strategy is the totality of what a product or service is and how it is sold to the consumer. Generally strategy issue arises in two major areas of advertising. 1. Selecting the Media & 2. Creating Advertisements. 1. Selecting the Media:Marketing research identifies the members of a target market. This is an essential information needed for a media strategy. In a simplified way, the media selection process can be described as matching the audience for a specific medium with the media habits of persons in target group. A large portion of Budget is spent for use of media. Decisions on what type of media to use and what specific media within these type etc requires specialized skill and experience. What is sought in media selection, is the delivery of effective advertising messages to the greatest number of prospects at the lowest possible cost. These cover cost, coverage, and nature of message. Creating Advertising Messages. Advertising messages are at the core of advertising planning. The value of an excellent message is much higher than an ordinary message and at the same time cost will be more or less same. Thus a good message only can achieve greater return on the amount spent.

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Like selecting and scheduling of media, creating of an effective advertising message is one of the primary functions of the advertising agency.
ADVERTISING AGENCY ORGANISATION.

While many agencies offer the same services, they do differ considerably in their style of operation. Agencies organize themselves in different ways. The larger agencies have a greater need to group their various specialists in to departments an require more clearly defined areas of responsibility. A typical organization chart is illustrated in the following figure. BOARD OF DIRECTORS.

PRESIDENT or GENERAL MANAGER.

Assistant Manager Creative service. Writers Art Directors TV Production Print Production

Assistant Manager Accounts Accounts Executives

Assistant Manager Marketing

Assistant Manager Administration

Office Management Accounting Finance

Media Research Sales Promotion promotions are sampling, couponing, premiums and organizing contests. Trade promotions include trade allowance, co-operative advertising, displays etc. 4. Administrative Service. :- Advertising agencies are, formed to earn profit and like any other organization, must be well managed. There fore in addition to keeping the agencies accounts, there are people who plan, and control the agencies financial aspects, revenues and expenses. They are concerned with the management of advertising agency.
SIZE OF ADVERTISEMENTS.

The four functional groups are Creative Service, Accounts service, Marketing service, and Administration. 1. Creative Service:- The creative function is the most important function. The Copy writers, artists, art directors, and graphics specialists are referred to as creative people. These people are directly involved in creating an advertisement, or messages. 2. Accounts Service.:- Account management is handled by people with titles such as A/C Executives, A/C Supervisors etc. they are assigned full time to the clients. They represent the agency to the clients. They organize an control all the work from initial planning to execution. 3. Marketing Service:- Media, research and sales promotion are grouped under marketing services. The media department is staffed with analysts, planners etc. They study about changes in media audience, cost and competitors spending. They also plan the schedule of advertising, buying tv times, and radio times, and negotiate with magazines, news papers and others. The research department is involved in agency planning, testing the product concept, defining target market, developing marketing and advertising strategies, test marketing and measuring the results. Sales promotion people manage and plan the promotion of goods. Typical consumer

Frequency of advertising is a basic element of media scheduling. The size f advertisement influences the frequency of the advertisements to a great extent and its importance is very much. The size of the advertisement is greatly affected by the size of the advertising fund allocated for this purpose, the number of media to be used an the number of advertisements to appear during the period. Most of the factors that influence frequency, affects the size of the advertisements. The size of the advertisements are also influenced by the policies of media owners about the acceptance of advertisements. A magazine may accept advertisements no smaller than a page or page or th. The policies about cover pages will be different. There are standard sizes for outside

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media. ( size of posters, hoardings etc) There are standard time units in the broad cast media also. (like 30 seconds, one minute etc). News papers accept minimum number of words for classified advertisements or minimum space for display of advertisements. Another factor which influence is the potentiality of markets. Some advertisers buy larger space for longer time for large and potential market and smaller space and shorter time for less potential market. The purpose of advertisement may be the strongest influence in determining the size of the advertisement. A large space is used for announcing some thing, where as a small space is sufficient to remind. The amount of copy, the number of products to be included in one advertisement and illustration needs of the advertisement determine the size of the advertisements. The dealers and sales mens opinions are also considered in designing the size of the ads. Advantages of large size advertisements. Although, a number of factors influence the size of the advertisements, yet it is the decision of the top management , considering several factors and limitations, actually affects the size. Large size and small size carry its own advantages and disadvantages. Large Size. 1. They posses greater attention value and greater visibility, particularly in competition with other advertisements. 2. A large space bought by the advertiser provides him, better display possibilities. More and more illustrations, pictures etc cam be provided. 3. A larger message, explaining each and every aspects of the product can be displayed. 4. Big size of Ads usually attract the attention of the readers. 5. Colors and special graphics can be added lavishly, in long size Ads to gain the attention.

Advantages of small size. 1. Small size Ads will be cheaper. Advertisers having small funds generally buy smaller space. 2. They permit more frequency and continuity. Thus funds can be utilized wisely. 3. Some times big advertisements do not guarantee a big attention value, readership or sales. This is particularly applicable to technical and industrial products. 4. Small Ads are most appropriate, when advertiser wants to remind. Keeping above stated points, the advertiser should decide the size of the ad. BUYING MOTIVES. A sale is usually made in the minds of the buyers, but not in the minds of the salesmen; or not at the shop. When the customer wants to buy, he is motivated or induced by some reason. There fore it is essential for the sales men to know what induces the buyer to buy and how he can be induced to buy by making an appeal to his buying motives. The urge or motive to satisfy a desire makes people buy goods or articles. Behind every purchase, there is a buying motive. Buying motive is the thoughts, feelings, emotions and instincts which arouse in the buyer, a desire to buy an article. The buyer purchases certain products induced by certain mental and economic factors. So buying motives are the considerations which provide the impulse to buy and induce action or determine choice in purchase of goods or services. According to Prof D.J.Duncan, buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in purchase of goods or services. It is necessary for the salesmen to study the buying motives of his customers. This would help him to arouse favorable attention of the consumers and finally a sale. Sufficient knowledge of buying motives helps the salesmen to guide the customer in the right way.

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CLASSIFICATION OF BUYING MOTIVES. Buying motives are numerous and so also their classification. Buying Motives. Primary ( includes hunger, thirst etc) Secondary (includes security, comfort attention etc)

Buying motives may be primary and secondary. Primary motives are those which are the basic needs of human beings like hunger, thirst, sleep etc. Secondary motives indicate the secondary or social needs like security, comfort, affection etc. Some other authors classify motives in to product and patronage. Product motives are those motives which are attach to the public like durability, economy, and fashion; comfort etc. on the other hand patronage motives are those which more or less depends on the buyers. There are certain factors like price, credit facilities, treatment, and appearance of the shop which attracts the consumers to buy from a specific dealer. BUYING MOTIVES. .. Product . Emotional Rational Emotional Rational Patronage .

PRODUCT BUYING MOTIVES. In product buying motives, customer is attracted to the product due to some physical or psychological attraction of the product. The product may be cheap, attractively designed , durable, fashionable etc. for these reasons, a customer is inclined to buy the product. EMOTIONAL BUYING MOTIVES. The consumer at times, is driven by emotions, while buying certain products. In such cases the consumer does not bother to make intelligent or right decision. He is generally carried away by emotions. The following are certain examples. 1. Pride:People always want to be admired and appreciated in the society. They want to be respected by others and feel proud of their social status, activities and achievements. There fore people purchase expensive luxury goods in order maintain there status. In fact this is one of the strongest buying motives. For example, People buy imported Cars, Music systems etc to show the pride of its possession. 2. Fashion and Imitation. Fashion an imitation is closely related to the motive of pride. People generally try to copy or

imitate others, particularly movie stars, sportsmen, etc. there fore new Cos, generally advertise their products with the help of popular film stars or athletes to appeal to this motive of buyers. 3. Sex and Romance. This is one of the strongest of all human motives. Men and women want to attract and this motive very important in case of articles like Dress, Cosmetics, etc. Appeal to this motive is there fore made to sell a number of products like shampoo, sun glass etc. 4. Comfort. The desire ti live in comfort is very strong in some persons. Thus comfort is a very important motive in connection with luxury goods. These include washing machines, Tv, etc. They save labor and time an provide pleasure at the same time. 5. Love and Affection. Most human beings have an in born desire to care for their family. Affection and love for family, society and country often drives consumers to buy certain products. Affection for children may be responsible for buying things like baby food, toys etc. attachment to ones country may lead to buying goods made within the country. 6. Habits.

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Habits ones made become the need for people. Habits like smoking, consuming tea, coffee etc using particular brand products only etc very often provides the stimulus for the consumer to buy certain articles or service. RATIONAL PRODUCT BUYING MOTIVES. Generally people are rational in buying. Ie elective with the consideration to the price, quality, durability etc. The rational buying motives are based on thought and judgment. Consumers usually purchase products by testing, comparing and observing the product keenly. There are certain rational product buying motives which depends on the product. They are; 1. Durability: - In the days of arising prices and limited income, majority of consumers are influenced by the durability of the product. Almost all people like to purchase products that have the longest possible life span and need the least maintenance. The salesman while appealing to this motive should emphasize the durability, quality and reliability of the product. 2. Suitability: - Suitability means which fits well and enhances the beauty. Some customers pay much attention to the factor of suitability. If the product in question likes painting, Fan etc suit their needs as well as give maximum utility; they are inclined to purchase it. 3. Variety of uses: - It is common to find that some customers prefer goods when it can be used for a variety of purpose. In fact a rational buyer always takes in to account what additional benefits he will derive out of the article. He always wants to get maximum benefit out of minimum spending. 4. Economy: - Most customers prefer products that give more economy in every respect. This is particularly true in case of durables, and routinely used goods. Some people visit several stores and shops to purchase the best at minimum cost. 5. Safety: - People are generally afraid of losing their wealth, health, and life. Man cant get rid of the fear, unless and until certain precautionary measures are taken. The motive of safety plays an important role in buying articles like iron safes, Locks, and services like insurance policies etc. 6. Convenience:Some customers prefer convenience attached to a product, though it may be a bit costly. This motive is important for selling pressure cookers, room heaters etc. PATRONAGE BUYING MOTIVES. Some times customers patronize a store or shop, driven either by their emotional or rational choice.

There are certain factors which are responsible for such concentration of buyers choice. Emotional Patronage Motives. They depend upon the mentality of the customers. The emotion or will is usually attached to a particular dealer or store. Emotionally the buyer develops a sort of weakness towards that particular shop. Following are those kinds. 1. Appearance:- Some times customers are attached to a particular shop by its appearance. A well decorated, clean and well furnished store with all modern amenities tends to attract the attention of customers. 2. Recommendation :- Customers also visit a shop on the recommendations of friends and relatives. Usually these friends and relatives are satisfied customers of a particular shop. As a result, they recommend the store to others. 3. Imitation :- Some customers are motivated to follow others, since it often seems easier to imitate others. How ever this motive is short lived. 4. Prestige :- For wealthy people, the sole buying motive is the prestige and superiority. Some times this motive leads them to purchase an article, which they may not need at all. In order to maintain the dignity, they purchase goods even at a higher price. Rational Patronage Motives. A large number of buyers, by their rational choice, prefer to buy from a particular shop or store. They apply their intelligence and judgment before patronizing a shop. They always calculate the benefits. 1. Credit facility:Some buyers patronize a particular shop because of credit facilities offered by them. Some times Luxury goods are offered at installments. 2. Close Location :- Some customers prefer certain sellers, who are located near by. They also prefer these shops which give them good treatment 3. Services offered. :- A majority of customers prefer buying articles from the dealer who offers maximum number of services. Many provide services like cash discount, guarantee, home delivery, free service etc. 4. Wide Choice:- Now a days people want to buy their requirements at a quality shop offering large varieties of style, size and prices. Varieties of goods enables the customers to pick up the suitable goods as per their requirement. The above discussion indicates that there are a number of motives, which affects the customers.

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Some times two or three motives may work simultaneously in the minds of the consumers.

CUSTOMER PSYCHOLOGY IN SELLING. Psyche means soul or mind. Psychology is a science related to the study of the human mind or soul in its various operations. It is the science which seeks to understand the working of the mind, the way the mind acts, the way human beings behave and the nature of their thought, feelings, desires, action etc. The human psychology plays an important role in selling. Since selling process and salesmanship deals with human beings, it becomes necessary to know human psychology in relation to buying. A study of the customers mind is useful for selling. Every sale is a mental activity and there fore it is essential to know about the customers likings and disliking, what appeals to him most etc. Buying motives differs from person to person. There is no definitive formula to find out why a person behaves in a particular manner. There fore each an every customer should be studied separately. The importance of psychology in selling can be known from the following sentences. A. Selling is a buying process B. Sales takes place in the minds of the consumers. SELLING IS A BUYING PROCESS A good sales man looks upon selling as a process of making the customers buy. He should create a mental condition, which is necessary for purchase and, and for this, he needs to understand the mind of the buyer. Modern salesmanship studies customers needs and problems through customers view point. He must create a desire in the customers mind to purchase the product. There fore the sales man should develop the idea that he is not selling any thing, but he is helping the prospects in deciding to buy. For all this the salesman is required to know the psychology of the customers. A SALE TAKES PLACE IN THE MIND OF THE CUSTOMERS. The sale is effected only when the buyer is convinced in his own mind that it will be able to satisfy his needs. Thus sale is created in the mind of

the customer. In this process customers mind has to go through a number of mental stages. Some of the common and important mental stage through which customers mind passes are 1) Attention towards the product 2) Developing interest 3) Increasing knowledge about it Considering the suitability of the product. 5) Desire to possess an article Considering price of the product etc. This mental process is some times described as AIDAS theory of selling. Notes. 1. Promotion, Packing etc- Refer Marketing. 2. Advertising research Refer Marketing research

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