Contemporary Advertising (PLEASE NOTE : THIS MATERIAL IS BASED ON THE BOOK ADVERTISING EXCELLENCE) 1. What is Advertising?

Define Advertising is the paid, non personal communication of information about products or ideas by an identified sponsor through the mass media in effort to persuade or influence behavior. Albert Lasker the Father of Contemporary Adverting defines it as "salesmanship in print, driven by a reason why" (He belongs to the printing era) 2. Types of Advertising (KINDLY KNOW THE DIFFERENT NAMES OF TYPES OF ADVERTISING LEARNT IN THE CLASS) Advertising can be classified based on 4 General categories 1. By Target Audience 2. By Geographic Area 3. By Media Used 4. By Purpose 1. By Target audience a. Consumer b. Business- Industrial, Trade, Professional, Agricultural 2. By Geographic area a. International b. National c. Regional d. Local 3. By Media Used a. Print- News Paper, Magazine b. Electronic - Radio, TV c. Out of Home- Outdoor posters , bulletins, Spectaculars, transit(buses, terminals, stations) d. Direct mail e. Directories f. Other Media 4. By Purpose a. Product or Non product b. commercial or non commercial c. Primary demand or selective demand d. direct action or indirect action 3. Functions of Advertising 1. To differentiate products from their competitors 2. To Communicate product information 3. To urge product use 4. To expand product distribution 5. To increase brand preference and loyalty 6. To reduce overall sales costs 4. What is marketing ? What are the elements of Marketing ? According American Marketing Association, marketing is the conception, pricing, promotion and distribution of ideas, goods, services that satisfy the needs of individuals and organizations. Elements of Marketing

1. Product (the most important one ) 2. Price -Amount charged, price image, price reductions 3. Distribution -Marketing Channels, markets covered, Transportation 4. Promotion - Advertising, Personal selling , sales promotion, public relations 5. Explain the Stern Model of communication process of Advertising Proposed by Barbara Stern In any Communication process there are three essential components - Source, Message, and Receiver. Each of these components have three categories in advertising or marketing communication. a. Source: sponsor(owner), Actual creators (creative boutiques), persona ( the Characters or actors seen in the ads) b. Message: Autobiography (ads speak about themselves), Narrative ( Message in a form of a story), Drama (characters act out before an audience c. Receiver: Sponsors (owners), implied (those who appear in the ad), and Actual (the targeted audience) 6. Communication Phases The process of sending promotional messages to the audience is called marketing communication Communication has five phases also called as Hierarchy of Effects Model 1. Awareness 2. Comprehension, 3.Acceptance 4. Preference, 4. Ownership, 6. Reinforcement 7. Principles of Adverting AIDCA A- Attraction, I-Interest, D-Desire, C- Conviction, A- Action 8. Elements of Advertising Logo, Slogan, Baseline, Body Copy(Head Copy, Body Text), Product (Name or Picture) 9. Principles of Design 1. Balance 2. Proportion 3. Sequence 3. Unity 4. Emphasis 5. Tension and surprise 10. History / Evolution of Advertising Advertising is not a new phenomenon. It has been part of every civilization down the history. But it has grown through phases to the modern or contemporary style of advertising. Early stage: Pictorial signs, public criers. Early Greek or Roman merchants used signs to advertise their products. In early 1400s handbills appeared in England known as 'wanted' ads. After Gutenberg invented printing machine advertisers began to print shop bills and flyers to reach thousands of people. In India during emperor Ashoka's period there are records of announcements and other essential informations carved on stones. Industrial Revolution: Before industrial age the barter system was prevalent. most people lived in farms and households were relatively self sufficient. But the industrial revolution affected that traditional structure. In mid 1700s both households and business felt the effect. Many left their farms, depended on mass produced goods and customers demand for products increased. Producer and consumer gap widened. Business emerged and it turned to advertising to market their products. In India it was Industrial period under the rule of British the advertising drastically saw the growth. The first daily called Bengal Gazette contained the first ads on it. The British had

established several Ad agencies during the rule in India. After independence they were all bought by Indian business men. Age of Technology: Invention of telegraph, telephone, type writer, photography and motion pictures opened the process for more business communication. News papers and magazines emerged. Print and electronic media made advertising an easier and quick process of business communication. I Contemporary age: We are in an ocean of advertising world. Ad agencies and adverting as part of marketing mix is inseparable part of the business world. From the time of rising till we go to bed we can not but be influenced by advertisements. There is cluster of ads, informercials. advertorials. Some of the Indian ad agencies are, Hindustan Thompson, Ogilvy and Mather, Mudra Communications etc 11. Advertising Agencies on Behalf of the advertiser ad agency designs ads builds up concepts through commutation strategy marketing strategy, and advertising strategy. Types ad agencies a. Full service agencies (In house agencies) b. Independent ad agency c. Specialized agencies d. Media Buying Agencies e. Brief in Ad agency 12. The Structure of Ad agencies Ad agencies can be structured according to two categories: Centralized and decentralized Organizing Ad Agency by Function CHIEF EXECUTIVE OFFICER Account Management *Client Services Creative Service Copy Art Production Traffic Marketing Services Research Creative Services Media Agency Management Human Resources Finance and Accounting (KINDLY STUDY AND APPLY WHAT MISS SUGUNA ALSO HAS GIVEN. IT IS SLIGHTLY DIFFERENT)

13. Advertising and Society Advertising is considered tone so effect and pervasive and persuasive. It can easily mould our views. But its influence is unwanted and intrusive and often detrimental to society. It is also said that ads are mirror of a society. They only communicate what a society is displaying in common. Some issues debated are: Language and literacy: Ad language has become common man's language today. Advertisers twists some words and or change grammar or spelling. They play with rules of language. Though some argue that it is only to garner attention, for emphasis or to reach the target audience like youth. Manipulation and exploitation: Ads do give us manipulated views and opinions. they exploit our inadequacies and worriers. Advertising world is so attractive but when real products are delivered there appear clauses ifs and buts. Ads play on the emotions of people. Stereotyping: Ads perpetuate stereotyping. Especially stereotyping based on gender, class, age, membership, or group. In the name of cultural cues and communicating their message effectively to a particular cultures stereotyping has been used extensively today. Influence on the media: Many media institutions and channels depend on ads for income. Advertisers can black mail the media people and stand their ground for duplicity and fraud informations. Some time they can force to suppress some good programs due to lack of funds. In the times of revenue risks the media people take risk of going for multiple sponsors. Gate keeping in media is done in order to appease the advertisers. Bad Taste and Offensiveness: They argue that taste is personal. So what hurts on individual may be acceptable to another. Television commercials are found to be more offensive than print ads. Quite often advertisers jump the gun when they advertise for cross cultural customers. Sexually provocative, Over creativity, ethnically hurting messages and symbols are some of the bad tastes of advertising 14. Ethical Issues in Advertising: (Elaborate the following issues with some concrete examples) Some of the Ethical issues are; a. advertising unhealthy products like tobacco items, alcohol, b. advertising to children. explosive materials and violence contained materials and persuasive material in children's programs c. Using Puffery: False imageries and comparisons, exaggerations without facts. Legal and regulatory action has are clear that puffery can not be used in advertisements. d. Deliberate comparisons to other products maligning their name and credibility. They are also known as Comparative advertising 15. Audience Analysis: Demographics: Statistics that categorize people by age, occupation, income and other external , objective variables Psychographics: The study of lifestyles, motivations, attitudes and personalities Why do people Buy? A. the psychographics and demographics decide for people whether they should buy or not a. The needs and motives (Abraham Maslow's ladder of needs could be applied here.) *Psychological needs, -e.g. food, clothing and shelter *safety needs -e.g. security and good health measures *social needs -eg. love, affection and acceptance *Esteem needs -e.g special attention and recognition through style and credibility *Self Actualization needs -e.g To be one self. develop personal capabilities. b. Attitude and Lifestyle *Affective components (different feelings)

*Behavioral Components (translating beliefs into action) *Cognitive Components (Belief and knowledge one has about a subject, product or organization) c. Personality and Self concept B. Social and Interpersonal Influences a. Culture b. Social Status c. Reference group(family, club, and cultural segment) d. Word of mouth communication e. Household buying behavior C. Situational Influences a. Physical surroundings (weather, sounds, aromas, lighting, decor) b. The social surrounding (eg. to entertain influential guests you buy better quality things. ) c. The temporal perspectives (the time of the year, festivities, amount of time till pay day) 16. International and Inter cultural Advertising Advertising that crosses cultural boundaries is called inter-culture advertising. What is culture? Culture is way of life, beliefs, values and objects that a sociality shares and passes from one generation to another *Culture is learned *Culture is shared through social institutions (family, religious institutions, schools, media) *Culture rewards socially gratifying behavior *Culture changes over time The factors that influence international and intercultural advertising are; a. Race and nationality Geocentrism: A tendency to view one's country and culture superior to other. It is also clued ethnocentrism Nationalism: The belief that the interests of one's own country should take precedence over the interests of other countries b. Language c. Cultural Values d. International law and different legal systems of different countries 17. Creativity in Advertising what is creative thinking? Creativity is the art of generating original connections between often dive rents facts and concepts. For creativity there should be three qualities; i) Willingness to take risk ii)Divergent Thinking which different convergent thinking (out of box thinking) iii) sense of humor The creative thinking is always aimed at a BIG IDEA - A unifying theme around which an ad or ad campaign is built.

18. What is a creative Process Alex Osborn a pioneer in the study of creative thinking defines the creative process in seven steps; 1. Orientation: Identify your problem to be solved. It is the 'key fact'. 2. Preparation: Get many pieces of information and facts. Do a systematic study 3. Analysis : Analyze the data. It is connected with the left brain thinking 4. Ideation: It is free brain storming or free association. Divergent thinking. It is connected with the right brain thinking 5. Incubation: Resting your thinking process and brain storming . Here subconscious mind starts working. 6. Synthesis: Organize your ideas 7. Evaluation: Separate good ideas form the bad. Choose what is relevant to you 19. What is creative Strategy? the plan that defines three adverting efforts; i) The Art direction: the artistic design of the ad ii) The production Values: the various audio and visual components and stylistic touches that make up the ad iii) The Copy Plat Form : A Checklist providing background information that a copy writer and art director need to craft an ad. 20. What is sales promotion ? An offer of direct inducements that enhance the basic value of product for a limited time to stimulate immediate distributor commitment, sales force effectiveness and consumer purchasing. It is for consumer promotion as well as for trade promotion. Why Consumer Promotion ? i) To persuade a consumer to try a new product ii) To convince consumers to stay with a brand iii)To increase product purchase and usage iv)To encourage Consumers to buy your other products v)to reinforce advertising and marketing efforts for more immediate results why Trade promotion ? To gain distribution To encourage support for consumer product or a consumer sales promotion To stimulate distributors (retailers) to raise or lower their inventory levels To strengthen relationship with distributors and sales people 22. Reasons for Sales Promotion i) Short term Results ii) Accountability : You will know the purchase rates iii) Retailer Power: A retailer can decide the fate and the success of a product iii) Product proliferation: To fight the competition in the ocean of products iv) Buyer behavior: Less loyalty to brand and shift towards good, convenient and cost effective products Some types of Consumer Sales promotion i) Samples (sometime free) ii) Coupons iii) Price promotions (short term price reduction) and price packs

iv) Money back offers v) Contests and sweepstakes vi) Premiums (an item provided free as an incentive ) v) Frequency Programs ( if you buy more frequently you will have an offer) vi) Point of purchase display (In-store materials designed to influence the purchase of particular product e.g., some merchandise racks, banners, signs, or other items arranged inside a retail outlet ) Some types of Trade promotions i)Trade deals ii)Trade contests and Incentives iii)Trade shows iv) Slaes support v)Cooperative advertising