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 Introduction
Advertising is a form of communication intended to
persuade an audience (viewers, readers or listeners)
to purchase or take some action upon products, ideals,
or services.
It includes the name of a product or service and how
that product or service could benefit the consumer, to
persuade a target market to purchase or to consume
that particular brand..

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 ANCIENT
Egyptians used papyrus to make sales messages and wall posters.

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ANCIENT CONTD…
Wall or rock painting for commercial advertising is an ancient advertising form.

The tradition of wall painting can be traced back to Indian rock art paintings

that date back to 4000 BC.

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 7 steps
to
success
fu l
advertis
ing

......
• Step 1: Think about what it is like to be a
consumer of your brand and behave like
one at all times.

• Unless you can truly think like your consumer, you

will always be a poor judge of advertising.

• Listening to consumers via qualitative research

can definitely help here .
• Step 2: Focus on the proposed execution. Check it
against the strategy later
• The consumer does not get to read the strategy, so
nor should you.
• Ask for the precise strategic aim of the advertising
only after the execution has been presented. That
way his evaluation is not biased by prior
expectations.
• Step 3: Imagine you are watching/ hearing/reading the
advertisement half-asleep
• Consumers do not sit up and pay attention when your advertising comes
onto the television
• Consumers process almost all television advertising passively, using what
is called ‘low-involvement processing’
• LIP is done mainly by the right hemisphere of the brain
• The right brain is emotional but not analytical. It records the elements in
the advertising and stores them along with the feelings they create.
• If we see a dog in a Hutch advertisement we record it as a cute, loveable
dog, we do not analyse rationally what relevance it has to mobile phones.
• Step 4: Mentally record all the elements that seem likely to
stand out, and ask yourself what they say about the brand
• Think of these elements as the concrete associations that will ultimately define
your brand. This is what the consumer will recall about your ad, and use to
define your brand in their minds.
• The puppy is what people associate with Andrex. It carries with it the idea of
softness and caring family values.
• But sometimes it can go wrong. The 1996 Peugeot 406 advertisement, featured
the track ‘Search for the hero inside yourself’. Within in it was a sequence
showing a girl in a red dress in danger of being run over by a skidding tanker:
three years later that is what most people recall from this ad. This is an
undeniably negative association
• Step 5: Recognise that creativity does not cease once
the script or layout is presented
• It is often at the execution stage where the most
important associations in advertising are added. The
Hamlet music was never part of the original script
submission.
• All these have grown to be associations that
fundamentally influence and effectively define these
brands to consumers.
• Step 6: Consistency is key. Recognise what is a valuable
association and hang on to it
• Concrete associations are what define brands in people’s
minds, and often they are the only competitive advantage a
brand has. You sacrifice them at your peril.
• Fosters in the late 1980s decided the comedian Paul Hogan
was getting too old to be used to advertise a lager aimed at
young men. Since then they have run countless different
campaigns, and wasted untold sums of money, but still the main
thing associated with Fosters in people’s minds is Paul Hogan.
• Step 7: Tie brand associations to brand equity
measurements
• This is the final piece of the jigsaw research that
elicits brand associations and links them to various
different quantitative measures of brand equity.
Forget advertising awareness, copy-point recall and
the other conventional measures of advertising
claims – most of these are no more than hygiene
measures.
ADVERTISING MANAGEMENT
 OUTLINE
 Advertising Management
 Choosing an Ad Agency
 Advertising Planning and Research
 Role of Ad Agency Account Execs
 Role of Ad Agency Creatives
 Communication Market Analysis
 Communications Budget
 Creative Brief
 ADVERTISING MANAGEMENT
• Advertising Management Program:

…process of preparing and integrating a company’s advertising

efforts within the overall IMC(Independent media centre)
message…
• Advertising Strategy
• Media Selection
• Message Strategy
• Appeals
• Executional Framework
 CHOOSING AN AD AGENCY
• Advertising Expenditure: Media Time/Space, Ad Agency
Commission, Media Production
(big vs. small advertising accounts)

• Get together in your teams and select a “product” or “service”

you might want to promote…then:
thinking about your market competition and the relevant
strategic message you might want to employ…
ADVERTISING PLANNING AND RESEARCH
• Getting together with the Ad Agency to develop the campaign:
1. Pre-planning Input
• Get to know the company (books, research, product use, people)

2. Product-specific Research
• Consumer testing – “problem detection” and “major selling idea” -
Strengths and Weaknesses

3. Qualitative Research
• Focus Group Studies with market segment representation:
• anthropology (direct observation)
• sociology (social issues, trends, cohorts, family cycles)
• psychology (motivation, cognition, and learning)…
VALS – psychological model to predict buyer behavior…
Personal Drive Analysis (PDA)
 ROLE OF AD AGENCY ACCOUNT EXECS
• Liaison between client and creative (interpretation and management
of strategic plan, information collection and dissemination, relationship
connectivity)

• Provide status opportunities to facilitate client comprehension on

the value of expenditures

• Manage the sales process and revenue stream

ROLE OF AD AGENCY “CREATIVES”

• Those that develop the actual Ad

• May involve:
• Creative Director
• Artisans
• Graphic Artists
• Agency Staff or Free Lancers
• Tend to work long hours under pressure
(deadlines) and repetition/reiteration of concept
development
 CAMPAIGN MANAGEMENT:
1. COMMUNICATION MARKET ANALYSIS
• Competitive Analysis
• Opportunity Analysis
• Target Market Analysis (proposed client base)
• Customer Analysis (current client base)
• Positioning Analysis (current and intended perception
review)
• Media Usage Analysis (target market and related
competitive media employed)
 CAMPAIGN MANAGEMENT:
2. COMMUNICATION OBJECTIVES
• Define Advertising Goals
• E.g.:
• Building Brand Image
• Informing
• Persuading
• Encourage Action
• Integration of other marketing efforts
 CAMPAIGN MANAGEMENT:
3. COMMUNICATIONS BUDGET
• Budget Allocation based on objectives
• Looking at Reach/Frequency and Timing
• Reach
• Frequency
• Timing _ pulsate, flighting, continuous
 CAMPAIGN MANAGEMENT:
4. MEDIA SELECTION
• Strategic and Tactical decisions:
• Message refinement
• Advert design & development (can be long process)
• Media tools and Media spot buys
 VODAFONE

• global telecommunications company

• world's largest mobile telecommunications company measured by revenues and the world's
second-largest measured by subscribers (behind China Mobile),
• 341 mn users
 OGILVY AND MATHER
• Idea conceived by Rajiv Rao
• According to Rajiv Rao, they "wanted to make real people look as animated as possible".
• Nirvana films shot the ads.
• Prakash Verma shot the ads in 10 days.
 SUPER ZOOZOO
• a symbol of Vodafone 3G launch in india
• making it dance to Reggae.
• inspired by text messages of South Indian Actor Rajnikanth
 AWARDS
• the Grand Prix awards, the most coveted trophies at the Creative Abbys.
• Two golds and one silver at the Asia Marketing Effectiveness awards.
• Won the PETA award.
 MERCHANDISE
• Shoppers Stop has gained the exclusive rights to manufacture and retail official Zoozoo
merchandise in specified categories — T-shirts, kids wear, mugs, bed and bath accessories
• first-of-its-kind arrangement in the history of India’s advertising
 CRITICAL REVIEW

• While their media strategy to blast these ads during IPL has worked for the brand, the
downside is that the characters are bigger than the story being sold. People have a limited
capacity to remember features, so it may have worked to release the ads in a phased manner
rather than hammer them out one after the other
 ZOOZOOS
• Real people in costume.
• Said Prakash Verma “Our actors were small-bodied, thin women covered in layers of white
fabric. Each facial expression was made of rubber and pasted on the actors.

• ZooZoos are white creatures with ballooned bodies and egg heads
 ACHIEVEMENTS
• Zoozoo beats Bharti Airtel, add 3.63 mn subscribers in March 2010
• more than 28,500 fans on Facebook.
• more than 200 pages on ZooZoos having over 200000 fans, growing daily.
 PRINT MEDIA
Approximately 55% of adults read the newspapers and magazines regularly.

• A community newspaper contains no editorial content and is delivered free to people who live
in the community (full of ads)
 ADVANTAGES & DISADVANTAGES OF
NEWSPAPER ADVERTISING
• Large readership
• Known circulation (easy to target)
• Low cost
• Timely and flexible
• Disadvantages
• Wasted circulation
• Disposable (short lifespan)
• Poor quality advertising
 ADVANTAGES & DISADVANTAGES OF MAGAZINE
ADVERTISING
• Easy to target your market
• Good print quality
• Longer life span
Disadvantages

• Less mass appeal within a geographic area

• More expensive than newspapers
• Not timely or flexible (long lead times)
 OUTDOOR ADVERTISING
• Posters - Preprinted sheets put up like wallpaper on outdoor billboards (McDonalds)
• Painted bulletins - Painted billboards that are changed every 6 months to a year
• Spectaculars - outdoor signs using lights, moving parts and are situated in high traffic areas
or cities (Chick-Fil-A)
 ADVANTAGES AND DISADVANTAGES OF
OUTDOOR ADVERTISING
• Highly visible
• Relatively inexpensive
• Permits easy repetition of message
• Can be geographically tailored for target market
• disadvantages
• Short message due to limited viewing time
• Unknown audience
• Government regulations
 TRANSIT ADVERTISING
• Using public facilities to advertise - such as subways, buses and taxis, stations
• Reaches a wide and captive audience
• Economical
• Defined market (usually urban)
• Unavailable in smaller towns
• Subject to defacement
• Restricted to certain travel destinations
 ADVANTAGES AND DISADVANTAGES OF RADIO
ADVERTISING
• Select and audience - target their market • Short life span
• Flexible - can change quickly and easily • Sometimes many stations - have to decide
which to use or use them all (more
• Mobile (can be taken anywhere -
expensive)
shopping, jogging, hiking or driving
• Distractions - no visual involvement
 TELEVISION ADVERTISING
• The ultimate advertising medium because it can communicate with sound, action and color
• Prime time is 7 p.m. - 11 p.m.
• Infomercials - 30 minute commercials (The George Foreman Grill)
 ADVANTAGES & DISADVANTAGES OF
TELEVISION ADVERTISING
• All elements for creative message • Expensive - the highest production costs -
• too high for small businesses
Believability
• Audience size is not assured
• More personal & effective
• Nuisance - channel surfing - leave during
• Can reach the masses or target specific
commercials
interests
• Adaptable to special needs
IS THERE ANYTHING ELSE WE ARE MISSING?

What about the

Internet?
What advantages and
disadvantages might
there be?