Q1. What do you mean by adver sement.

Discuss the nature and scope of

adver sement. Explain the role of adver sing in marke ng mix.

What is Adver sement?

An adver sement (or ad) is a paid, non-personal message communicated
through various media channels with the intent to promote a product, service,
brand, or idea.
Key Elements of an Adver sement:
 Paid: The company or brand pays for the ad placement.
 Non-personal: It is not a one-on-one communica on (e.g., personal
selling).
 Message: The ad conveys informa on to persuade, inform, or remind
consumers.

Nature of Adver sement

1. Paid Communica on
 Adver sements require payment to be broadcasted, printed, or
displayed (e.g., TV, radio, social media, newspapers, etc.).
2. Non-Personal
 Ads are mass communica ons intended to reach a large audience, unlike
personal selling, which involves direct interac on.
3. Persuasive Nature
 Ads aim to persuade or influence consumer behavior by presen ng
products as desirable, useful, or necessary.
4. Crea ve Presenta on
 Adver sements use crea ve visuals, slogans, and emo onal appeals to
grab a en on and remain memorable.
5. Paid Media
 It relies on various media pla orms like TV, radio, newspapers,
magazines, outdoor billboards, digital pla orms, etc.

Scope of Adver sement

The scope of adver sing refers to the extent and areas it covers in the
marke ng process. Here's a breakdown:
1. Wide Reach
 Adver sements can reach millions of consumers across regions, na ons,
and even globally.
2. Variety of Media
 Ads are presented across various pla orms like:
o Tradi onal Media: TV, radio, print (newspapers, magazines).
o Digital Media: Websites, social media, mobile ads, search engine
marke ng.
3. Targe ng Flexibility
 Adver sements can be targeted to specific audiences based on:
o Demographics: Age, gender, income, etc.
o Psychographics: Interests, lifestyles, values.
o Geographics: Specific regions or loca ons.
o Behavioral: Purchasing pa erns, online ac vi es.
4. Purpose and Variety
 Ads can be used to create awareness, generate interest, persuade to
buy, or remind customers about products and brands.
5. Product Life Cycle
 Ads play a significant role throughout the product life cycle:
o Introduc on: Create awareness.
o Growth: Build brand preference.
o Maturity: Maintain brand loyalty.
o Decline: Reinforce reasons to buy or phase out.

Role of Adver sing in the Marke ng Mix

The Marke ng Mix (also known as the 4Ps) consists of Product, Price, Place,
and Promo on. Adver sing plays a key role in the Promo on element but also
indirectly impacts the other 3Ps.
1. Adver sing and Product
 Creates Awareness: Adver sing informs the public about a product’s
existence, features, and benefits.
 Differen a on: Through crea ve messaging, ads help differen ate a
product from its compe tors.
 Posi oning: Adver sing posi ons the product in the market by
highligh ng its unique selling points (USPs).
Example: A car brand might use adver sements to highlight safety features,
dis nguishing it from compe tors.
2. Adver sing and Price
 Influences Percep on: Ads can posi on a product as premium (jus fying
higher prices) or affordable (for budget-conscious buyers).
 Discounts and Offers: Ads frequently highlight price-based promo ons
like sales, discounts, or bundling offers.
Example: A cosme cs brand adver sing a "50% off" sale to a ract price-
sensi ve consumers.
3. Adver sing and Place
 Availability Communica on: Ads inform customers about where they
can purchase the product, especially if it’s available online or in specific
retail stores.
 Market Reach: Through adver sing, companies can expand their market
reach to new regions or countries.
Example: A fashion brand may adver se that its products are now available in
new ci es or online.
4. Adver sing and Promo on
 Core Component of Promo onal Strategy: Adver sing is a major tool in
the promo onal mix, working alongside other promo onal ac vi es like
sales promo ons, personal selling, and public rela ons.
  Creates Urgency: Ads o en promote limited- me offers or special deals
that encourage customers to act quickly.
Example: An airline might adver se a limited- me sale on flight ckets,
crea ng urgency to buy.

Summary Table: Adver sing in the Marke ng Mix

Marke ng Mix
Role of Adver sing
Element

Creates awareness, posi ons, and differen ates the

Product
product.

Influences price percep on, communicates price

Price
promo ons.

Informs customers where to buy the product, expands

Place
market reach.

Drives the promo onal campaign, boosts sales and

Promo on
consumer interest.

Conclusion:
Adver sing plays a central role in the Marke ng Mix by ac ng as a
communica on tool that influences consumer percep ons, supports sales, and
drives product awareness. It's integral to promo on but also helps in the areas
of product posi oning, pricing strategy, and market placement.

Features of Adver sing

1. Communica on: Adver sing is a means of mass communica on reaching the
masses. It is a non-personal communica on because it is addressed to masses.
2. Informa on: Adver sing informs the buyers about the benefits they would
get when they purchase a par cular product. However, the informa on given
should be complete and true.
3. Persuasion: The adver ser expects to create a favourable a tude which will
lead to favourable ac ons. Any adver sing process a empts at conver ng the
prospects into customers. It is thus an indirect salesmanship and essen ally a
persuasion technique.
4. Profit Maximisa on: True adver sing does not a empt at maximising profits
by increasing the cost but by promo ng the sales. This way it will not lead to
increase the price of the product. Thus, it has a higher sales approach rather
than the higher-cost approach.
5. Non-Personal Presenta on: Salesmanship is personal selling whereas
adver sing is non-personal in character. Adver sing is not meant for anyone
individual but for all. There is absence of personal appeal in adver sing.
6. Iden fied Sponsor: A sponsor may be an individual or a firm who pays for
the adver sement. The name of reputed company may increase sale or
products. The product gets good market because of its iden ty with the
reputed corporate body.
7. Consumer Choice: Adver sing facilitates consumer choice. It enables
consumers to purchase goods as per their budget requirement and choice.
Right choice makes consumer happy and sa sfied.
8. Art, Science and Profession: Adver sing is an art because it represents a
field of crea vity. Adver sing is a science because it has a body of organised
knowledge. Adver sing is profession is now treated as a profession with its
professional bodies and code of conduct for members.
9. Element of Marking Mix: Adver sing is an important element of promo on
mix. Adver sing has proved to be of great u lity to sell goods and services.
Large manufactures spend crores of rupees on adver sing.
10. Element of Crea vity: A good adver sing campaign involves lot of
crea vity and imagina on. When the message of the adver ser matches the
expecta ons of consumers, such crea vity makes way for successful campaign.

Func ons/Purposes/Importance of Adver sing

The main func on of adver sing is to interpret for the target audience / public
at large, informa on about the product and services being marketed by the
client. To do so, the adver sing agency must go through a number of steps,
which are given below:  know the strengths and weaknesses of the product
and its compe on  analyse the product’s current and poten al market 
study the distribu on network of the client  select suitable and correct media
for adver sing the product  present the plan to the client for review and
approval  co-ordinate with the client’s sales and marke ng ac vi es The basic
func on of adver sing is to inspire, sustain and increase the consumer base,
distribu on of products and primarily boost sales of the client. The func ons of
adver sing can be categorized into two as– Primary func on and Secondary
func ons.

Primary Func ons of Adver sing

The primary func ons of adver sing can be specified as:
(a) Increase sales: Adver sing informs the consumer about the product,
thereby securing more consump on, or a rac ng a en on towards a new
product. Adver sing Educa on gives an impetus to the consumer to buy the
product, thus increasing the sales and in turn, higher profits. Adver sing helps
to build up and encourage demand and expand the market.
(b) Introduce a new product: Adver sing is the ideal and probably the only way
to introduce a new / improved product to the consumer. Thus passing on
informa on about the product as fast as possible to the consumer– and
crea ng a demand.
(c) Inducing dealers: Adver sing prompts dealers to stock more products as
there would be a bigger demand for the product. In areas where the product is
in less demand, adver sing and direct contact with the dealer can induce the
dealer to maintain a be er stock.
(d) Helps dealers: Adver sing makes it easier for the dealer, retailer to sell
products faster, thus increasing their profits. Dealing with such well-adver sed
goods has become quite pres gious for the dealers, as the names of their
outlets also appear in the adver sement as dealers of the product. Thus the
dealers get free publicity for their outlet.
(e) Seasonal swing: Adver sing eliminates the seasonal swing. Selling of the
product during the off-season period, e.g., sunglasses can sell all year round.
(f) Awareness of the product: Adver sement creates confidence in the mind
of the consumer about the adver sed product. The consumer would rather buy
a product which he is aware of, rather than an unknown /not adver sed
product- a product which he has not heard of.
(g) Increase of business: Where adver sing makes way for a demand for the
product, it in turn increases sales, which makes way for an increase in
produc on, thus expanding business. Adver sing also creates goodwill in the
market and an increase in the volume of sales. This reduces manufacturing
cost, which in turn makes way for more profit for the company and its
shareholders.
(h) Percep on func on: It is through adver sing that the customer moves
closer to buying the product. According to Lavidge and Steiner, a person goes
through several steps before he decides to buy the product:  awareness of the
product  knowledge of what the product offers  liking for the product 
preference for the par cular brand of the product  the desire to buy the
product  the ac on of the consumer– to the actual purchase of the product

Secondary Func ons of Adver sing

The secondary func ons of adver sing can be stated as:
(a) Spreading of informa on: The consumer gets all the necessary informa on
about the product, dealers, manufacturer, etc. through adver sements, which
are o en u lised to clear any doubts about the product– e.g., Pepsi and Coca-
Cola recently had a problem with Adver sing & Sales Promo on 17 School of
Distance Educa on pes cides in their products. Both the companies used
adver sing as a medium to clear the doubts in the minds of the consumer.
(b) Pride for the workers: Adver sing increases demand and thus there are
higher sales, in turn, more produc on. All this creates a sense of pride in the
workers that the product that they manufacture is so highly accepted in the
market. It builds a certain pride in the workers and eggs more commitment to
their work and its quality.
(c) Safety: Adver sing leads to an increase in sales, leading to a sense of safety
and security of jobs for the workers.
(d) Be er employees: The Company, with larger profits, can create the best
pool of employees from the market. The employees, on the other hand, are
a racted by the prospect of working for a reputed and famous company and
enhancing their talent. Almost everyone desires to work for reputed and
leading companies like Tatas, Bajaj Auto, Godrej, ICICI Bank and so on.
(e) Encouragement for the salesman: Adver sing makes it much easier for the
salesman to meet the targets set by the management. Adver sing eases the
job of the salesman as regards the technical and other specific details of the
product. A good part of the selling is already done by the adver sement.
Q2. What do you mean by DAGMAR Approach and Hierarchy-of-Effect Model.
Discuss these.
1. DAGMAR Approach
DAGMAR stands for:
Defining Adver sing Goals for Measured Adver sing Results
It was proposed by Russell Colley in 1961 and is a framework used to set clear
and measurable objec ves for adver sing campaigns.
Key Idea:
The approach suggests that adver sing should be evaluated based on specific
communica on objec ves, not just sales.
Steps in DAGMAR:
A customer moves through four stages when influenced by an adver sement:
1. Awareness – The target audience becomes aware of the product or
brand.
2. Comprehension – They understand what the product is and what it
offers.
3. Convic on – They form a posi ve a tude or preference toward the
brand.
4. Ac on – Finally, they take ac on (usually a purchase).

Example: If a new cold drink is launched:

 Awareness: People start recognizing the brand name.
 Comprehension: They know it’s a low-calorie drink.
 Convic on: They think it's healthier than other sodas.
 Ac on: They buy it from a store.
Importance in Adver sing & Sales Promo on:
 Helps marketers set clear goals.
 Makes it easier to evaluate the effec veness of campaigns.
 Focuses on communica on tasks, not just sales.
2. Hierarchy-of-Effects Model
This model was developed by Robert Lavidge and Gary Steiner. It's similar to
DAGMAR but has more detailed steps. It shows how consumers move from
being unaware of a product to finally buying it.
Stages:
It has six stages, grouped into three main levels:

Level Stage Explana on

Cogni ve (Thinking) 1. Awareness Consumer becomes aware of the product

2. Knowledge Learns more about it

Affec ve (Feeling) 3. Liking Develops a posi ve a tude toward it

4. Preference Prefers it over other brands

5. Convic on Decides to purchase it

Behavioral (Doing) 6. Purchase Actually buys the product

Think of it like a ladder – the consumer climbs it step by step before

reaching the top (purchase).
Importance in Adver sing & Sales Promo on:
 Helps marketers design messages targe ng each stage.
 Useful in planning long-term brand building.
 Encourages a step-by-step communica on strategy.
Difference Between DAGMAR & Hierarchy-of-Effects:
Aspect DAGMAR Hierarchy-of-Effects

Consumer decision-making
Focus Communica on objec ves
process

Developed by Russell Colley Lavidge and Steiner

Number of
4 6
stages

Measuring adver sing Understanding consumer

Purpose
results behavior

Q3. What is Appeals in Adver sing. Explain it in detail.

What is Appeals in Adver sing?
An adver sing appeal refers to the approach used in ads to a ract the
a en on of consumers and influence their feelings, a tudes, and behaviors.
In simple words, it’s how a brand communicates its message to persuade
people to buy a product or service.

Purpose of Adver sing Appeals:

 To grab a en on.
 To create interest or desire.
 To build brand image or emo ons.
 To push the customer towards a purchase decision.
Types of Adver sing Appeals
Adver sing appeals are mainly classified into two categories:

1. Emo onal Appeals

These focus on emo ons, feelings, and psychological needs.

Common Types:
 Fear Appeal: Shows consequences of not using the product.
E.g., Insurance ads showing accidents to promote safety.
  Humor Appeal: Uses comedy to catch a en on and be memorable.
E.g., Fevicol or Mentos ads.
 Love/Romance Appeal: Connects with love and rela onships.
E.g., Perfume or chocolate ads.
 Happiness Appeal: Promotes joy, posi vity, and life enjoyment.
E.g., Coca-Cola's “Open Happiness” campaign.
 Sadness/Empathy Appeal: Used o en by NGOs to gain support or
dona ons.
E.g., Child welfare ads.

2. Ra onal Appeals
These focus on logic, facts, and reasoning.

Common Types:
 Price Appeal: Highlights discounts, offers, or low cost.
E.g., Flipkart Big Billion Days Sale.
 Quality Appeal: Emphasizes superior quality or performance.
E.g., Ads for electronics like Apple or Sony.
 Compara ve Appeal: Compares with compe tors to show superiority.
E.g., Surf Excel vs. Tide.
 U lity Appeal: Shows prac cal benefits and how a product solves a
problem.
E.g., De ol ads focusing on germ protec on.

Other Appeals:
 Celebrity Appeal: Uses famous personali es to endorse products.
E.g., Virat Kohli in Myntra ads.
 Social Appeal: Promotes values like family, tradi on, or community.
E.g., Tanishq or Cadbury Diwali campaigns.
 Patrio c Appeal: Evokes na onal pride.
E.g., “Made in India” campaigns.

Importance of Appeals in Adver sing:

 Helps in connec ng with the target audience emo onally or logically.
  Increases brand recall and impact.
 Improves persuasiveness of the message.
 Drives consumer ac on – like buying, liking, or sharing.

Example Breakdown:

Dove Soap Ad:

Uses emo onal appeal (self-confidence & real beauty), not just product
features.

iPhone Ad:
Uses ra onal appeal (camera quality, performance), and some mes emo onal
appeal (crea vity, lifestyle).

Q4. Explain the concept of Adver sing Copywri ng.

What is Adver sing Copywri ng?

Adver sing copywri ng is the art and science of wri ng persuasive content
(copy) for adver sements that aims to promote a product, service, brand, or
idea.
In simple words:
It's about wri ng words that sell and make people take ac on — like buying a
product, clicking a link, or remembering a brand.

Who is a Copywriter?
A copywriter is a professional who creates the wri en part (called the "copy")
of an adver sement. They work closely with designers, marketers, and brand
teams to cra effec ve and crea ve messages.

Purpose of Copywri ng in Adver sing:

 Grab the audience's a en on.
 Create interest and desire.
 Convey the benefits of a product or service.
 Build a brand image.
 Inspire the audience to take ac on (buy, visit, subscribe, etc.).
 Elements of Adver sing Copy:
1. Headline – The a en on-grabber.
E.g., “Think Different” – Apple.
2. Subheadline – Expands on the headline (op onal).
3. Body Copy – Main content that explains the features, benefits, or story.
4. Slogan or Tagline – A catchy phrase for brand recall.
E.g., “Just Do It” – Nike.
5. Call to Ac on (CTA) – Encourages the customer to act.
E.g., “Buy Now,” “Call Today,” “Visit Us.”

Types of Adver sing Copy:

Type Descrip on Example

Straigh orward, focuses on facts

Direct Copy Product brochures, catalogs
& benefits

Tells a story to connect Emo onal TV ads (e.g.,

Narra ve Copy
emo onally Google Reunion)

Uses conversa ons between

Dialogue Copy Comic-style or roleplay ads
characters

Uses wit and humor to entertain

Humorous Copy Fevicol, Amul ads
and engage

Tes monial Features customer or celebrity

Real-life reviews in ads
Copy experiences

Compara ve Surf vs. Tide, Pepsi vs. Coke

Compares with compe tors
Copy ads

Quali es of a Good Adver sing Copy:

 Clear and easy to understand.
 Persuasive and benefit-focused.
 Crea ve and a en on-catching.
  Concise – says more in fewer words.
 Targeted – speaks to a specific audience.
 Memorable – leaves a las ng impression.

Example:
Product: A New Energy Drink
Headline:
"Feel the Power Within!"
Body Copy:
"Our all-natural energy drink keeps you going strong, with zero sugar and zero
crash. Whether you're at the gym or the office, fuel your day the smart way!"
CTA:
"Try it today – your first bo le is free!"

Summary:
Adver sing Copywri ng = Using words to sell ideas, build brand image, and
drive consumer ac on through crea vity and persuasion.

Q5. Explain the Effects of Adver sing.

Effects of Adver sing

Adver sing has mul ple effects on consumers, businesses, and even society.
These effects can be posi ve or nega ve, and they can be studied from
different perspec ves — economic, social, psychological, and behavioral.

Posi ve Effects of Adver sing:

1. Creates Awareness
 Helps consumers know about new products, services, or brands.
 Especially important when launching a new product.
 Example: A new mobile phone being introduced with ads across social
media and TV.
2. Informs and Educates
  Provides informa on about features, price, usage, and benefits.
 Helps people make informed buying decisions.
 Example: Ads for health products explaining ingredients or cer fica ons.
3. Persuades Consumers
 Influences consumer a tudes and buying behavior.
 Encourages brand switching or loyalty.
 Example: Ads using emo onal appeal to connect with consumers.
4. Boosts Sales and Profits
 Effec ve adver sing increases demand and sales.
 Higher sales = be er revenue = business growth.
5. Supports Brand Building
 Builds brand iden ty, recogni on, and recall.
 Example: Brands like Nike, Coca-Cola, and Apple are instantly
recognizable.
6. S mulates Economic Growth
 More demand leads to more produc on, jobs, and business
opportuni es.
 Adver sing also supports media industries (TV, newspapers, digital
pla orms).

Nega ve Effects of Adver sing:

1. Creates Unrealis c Expecta ons
 Over-promises or exaggerates product capabili es.
 May lead to consumer dissa sfac on or distrust.
2. Promotes Materialism
 Encourages people to equate happiness with buying products.
 Especially affects younger audiences.
3. Misleading Informa on
  Some ads may give false claims or hide important facts.
 Can harm consumer trust and lead to legal issues.
4. Stereotyping and Social Pressure
 Ads some mes reinforce gender roles or cultural stereotypes.
 Can create pressure to "fit in" by buying certain products.
5. Increases Costs
 High adver sing expenses can lead to higher product prices for
consumers.

Effects Can Be Grouped As:

Perspec ve Effects

Economic Increased sales, demand, produc on, and compe on

Psychological Influences percep on, a tudes, and buying behavior

Social Shapes culture, values, and lifestyle choices

Marke ng Builds brand, market share, and customer base

Example Scenario:

A shampoo brand launches an ad campaign showing long, shiny hair a er

one wash.
 Posi ve Effects: Viewers get aware of the product, try it, and some
become regular customers.
 Nega ve Effects: If the product doesn’t match expecta ons, people feel
misled and lose trust in the brand.

Conclusion:
Adver sing has a powerful impact on consumers and society. When used
ethically and crea vely, it can educate, persuade, and inspire, but if misused, it
can mislead or manipulate.
Q6. Discuss message decisions regarding content, structure, source, and format
of the message of adver sement.

Message Decisions in Adver sing

Crea ng an effec ve adver sement involves several strategic decisions about
what to say, how to say it, who should say it, and how it should look or
sound. These can be broken down into the following four elements:
1. Message Content (What to Say)
This refers to the core idea or informa on the adver ser wants to
communicate to the audience.

Key types of content:

 Ra onal Appeal: Based on logic and reasoning (features, quality, price,
benefits).
Example: “This detergent removes stains in one wash!”
 Emo onal Appeal: Connects with feelings like love, fear, happiness,
nostalgia, or pride.
Example: A Diwali ad showing family bonding.
 Moral/Social Appeal: Focuses on ethical or social responsibility
messages.
Example: Ads on eco-friendly products or no-smoking campaigns.
Goal: The message content must match the audience’s needs, values, and
mo va ons.
2. Message Structure (How to Say It Logically)
This refers to how the message is organized or presented to make it clear,
persuasive, and impac ul.

Key structure decisions:

 Order of arguments:
o Start with strong points to grab a en on.
o Or build up to a climax for a drama c effect.
 One-sided vs. Two-sided message:
 o One-sided: Only posi ve points (used for loyal or less-informed
audience).
o Two-sided: Shows pros and cons (builds trust, used for educated
audience).
 Conclusion drawing:
o Should the ad state the conclusion clearly, or leave it to the
audience?
o Explicit conclusions are o en more persuasive.
Goal: Structure the message in a way that maximizes clarity and persuasion.
3. Message Source (Who Says It)
This relates to the person or en ty delivering the message. The effec veness
of a message depends heavily on how trustworthy or relatable the source is.

Important source quali es:

 Credibility: Exper se and trustworthiness
Example: A doctor promo ng a health product.
 A rac veness: Physical appeal or likability
Example: Celebri es or influencers.
 Similarity: Shared values or background with the target audience
Example: Common people sharing their real experiences.
Goal: Choose a source that the audience trusts, likes, or relates to.
4. Message Format (How to Present It Visually & Verbally)
This refers to the design, style, and delivery of the ad. It plays a major role in
grabbing a en on and leaving a las ng impression.

Elements of format:
 Headline: Must be catchy and a en on-grabbing.
 Visuals: Images, colors, design — must align with the message.
 Sound: In audio or video ads, music, jingles, and voiceovers ma er.
 Layout: Clean and organized format improves readability and impact.
Goal: Present the message in a way that is engaging, memorable, and suited
to the media channel (TV, digital, print, etc.).

Example to Tie It All Together:

Product: Energy Drink
 Content: “Gives you energy naturally – zero sugar, full stamina.” (Ra onal
+ Emo onal)
 Structure: Starts with problem (fa gue), builds to solu on (drink), ends
with CTA.
 Source: Sports celebrity (high credibility + a rac veness).
 Format: High-energy visuals, bold text, upbeat music.

Summary Table:

Component Meaning Focus On

Content What to say Appeals – ra onal, emo onal, or moral

How to organize it Argument order, one/two-sided,

Structure
logically conclusion

Who delivers the

Source Credibility, a rac veness, relatability
message

How to present it
Format Visuals, headlines, layout, sound, colors
crea vely

Q7. What is different types of adver sing media. Discuss the factors affec ng
the choice of adver sing media.

Types of Adver sing Media

Adver sing media refers to the various pla orms or channels used by
adver sers to deliver their message to the target audience.

1. Print Media
 Newspapers: Widely circulated, good for local targe ng.
 Magazines: High-quality visuals, ideal for niche audiences (fashion, tech,
etc.).

Advantages: Detailed info, credibility

Disadvantages: Short life (newspapers), longer lead me (magazines)

2. Broadcast Media
 Television: Combines visuals, sound, and mo on. Great for mass appeal.
 Radio: Audio-only, cost-effec ve for local and regional targe ng.

Advantages: Wide reach, strong emo onal impact

Disadvantages: High cost (TV), no visuals (radio)

3. Outdoor Media (Out-of-Home Adver sing)

 Billboards, hoardings, bus shelters, transit ads (e.g., on buses, metros)

Advantages: High visibility, repeated exposure

Disadvantages: Limited message space, short a en on span

4. Digital / Online Media

 Social media, Google ads, web banners, influencer marke ng, YouTube
ads

Advantages: Targeted, interac ve, measurable

Disadvantages: Ad-blockers, digital fa gue

5. Direct Mail / Email

 Flyers, brochures, catalogues, or promo onal emails sent directly to
consumers.

Advantages: Personalized, measurable response

Disadvantages: O en ignored or treated as spam

6. Cinema and In-Store Adver sing

 Ads shown before movies or inside malls and stores (posters, video
screens).

Advantages: Cap ve audience

Disadvantages: Limited reach, only effec ve in specific loca ons
 Factors Affec ng the Choice of Adver sing Media
When choosing the right media for an ad campaign, marketers consider the
following factors:
1. Target Audience
 Age, gender, loca on, lifestyle, and media habits.
 Example: To reach teenagers, social media or YouTube is more effec ve
than newspapers.
2. Budget
 TV and print ads are expensive; digital and radio are more budget-
friendly.
 Media should match the financial strength of the company.
3. Nature of the Product
 Visual products (like fashion or food) benefit from TV, YouTube, or
magazines.
 Complex or technical products may need detailed print ads or direct
mail.
4. Reach and Coverage
 How many people can the media pla orm reach?
 Na onal brands may prefer TV or online pla orms for wide reach.
5. Media Habits of Consumers
 If the audience spends more me online, then digital media is the best
choice.
 Older adults may s ll prefer newspapers or radio.
6. Message Complexity
 Detailed messages need space – best suited for print or long-form digital
content.
 Short, catchy messages work well in outdoor or radio ads.
7. Timing and Flexibility
  Digital and social media allow real- me updates and quick changes.
 Print or TV requires advance booking and is less flexible.
8. Geographical Coverage
 For local adver sing: Newspapers, radio, local TV, and outdoor ads.
 For na onal/interna onal campaigns: TV, digital media, or na onal
publica ons.
9. Effec veness and Measurability
 Digital media offers analy cs (clicks, views, engagement).
 Tradi onal media is harder to measure but can be impac ul for brand
recall.

Summary Table:

Media Type Best For Key Limita on

Short life span, slower

Print Media Credibility, detail-oriented ads
process

TV & Radio Mass reach, audio-visual impact Costly, less flexible

Outdoor High visibility, repeated

Limited space for messaging
Media exposure

Digital Media Targe ng, interac vity, analy cs Ad-blocking, digital clu er

Direct Mail Personaliza on, detailed info Can be ignored/spammed

Q8. Discuss the legal, ethical, and social aspects of adver sing in India that
need to be considered during adver sing

🇮🇳 Legal, Ethical, and Social Aspects of Adver sing in India

When crea ng and running adver sements in India, companies must consider
not only how effec ve their ads are, but also how responsible they are. This
includes following laws, ethical standards, and social norms.
 1. Legal Aspects of Adver sing in India

Key Laws and Guidelines to Follow:

Law / Authority Purpose

The Consumer Protec on Act,

Prohibits misleading, false, or decep ve ads
2019

The Drugs and Magic Remedies Bans ads promo ng miraculous or unscien fic
Act, 1954 health cures

The Cable Television Networks Regulates content on cable TV (no offensive

Act, 1995 or misleading ads)

Ensures fairness, truthfulness, and decency in

The ASCI Code (Self-Regulatory)
adver sing

The Trademark Act, 1999 Prevents false use of brand names and logos

Legal Concerns Include:

 Misleading claims (e.g., fake health benefits)
 False comparisons with other brands
 Use of banned or dangerous content
 Unapproved endorsements (esp. in health or finance sectors)

2. Ethical Aspects of Adver sing

Ethics refers to the moral principles that guide what is "right" or "wrong" in
adver sing prac ces.

Key Ethical Considera ons:

 Truthfulness: No exaggerated or false claims.
 Non-offensive Content: Avoid ads that are vulgar, disrespec ul, or
promote violence.
 Children Protec on: Ads must not exploit the innocence of children
(e.g., promo ng junk food as "must-have").
 Cultural Sensi vity: Respect India’s diverse religious, regional, and social
sen ments.
  Celebrity Responsibility: Celebri es endorsing a product must ensure it
is safe and claims are accurate.

Example: An ad claiming "lose 10 kg in 5 days" without medical proof is

both unethical and illegal.

3. Social Aspects of Adver sing

Social responsibility in adver sing means respec ng public values, cultural
norms, and societal expecta ons.

Social Aspects to Consider:

 No Stereotyping: Avoid promo ng gender, caste, or regional
stereotypes.
 Inclusivity: Represent all communi es, age groups, and backgrounds
fairly.
 No Promo on of Harmful Habits: Ads for alcohol, tobacco, or gambling
are restricted or banned.
 Support Posi ve Change: Promote health, educa on, equality,
sustainability, etc.

Example: Ariel’s "Share the Load" campaign promoted gender equality in

household work — socially responsible and praised.

Summary Table:

Aspect Focus On Examples / Rules

Following laws and ad

Legal No misleading ads, no banned products
regula ons

Truthful, respec ul, non-manipula ve

Ethical Doing what is morally right
content

Respec ng society’s values No stereotypes, harmful messaging, or

Social
and norms offensive visuals

Conclusion:
In India, adver sers must balance crea vity with responsibility. A successful
adver sement is not only appealing but also legal, ethical, and socially
sensi ve. This ensures trust, long-term brand value, and consumer loyalty.

Q9. What is adver sing effec veness. Explain.

What is Adver sing Effec veness?

Adver sing effec veness refers to how well an adver sement achieves its intended goals — such
as crea ng awareness, genera ng interest, influencing buying behavior, and increasing sales.

In simple words: Is the ad working? Is it making the impact it’s supposed to?

Key Goals Measured in Adver sing Effec veness:

1. A en on – Did the ad grab people’s a en on?

2. Awareness – Did it make people aware of the product or brand?

3. Recall – Do people remember the ad and its message later?

4. A tude – Did it change people’s opinions about the brand?

5. Ac on – Did it lead to purchases or inquiries?

Why is Measuring Adver sing Effec veness Important?

 To ensure return on investment (ROI)

 To improve future ad campaigns

 To iden fy what’s working and what’s not

 To avoid was ng money on poor-performing ads

How Adver sing Effec veness is Measured:

1. Pre-Tes ng (Before Launch)

 Tes ng ad concepts, visuals, or messages on a sample audience.

 Helps iden fy poten al improvements before releasing.

2. Post-Tes ng (A er Launch)

 Analyzing how the ad performed using:

o Sales data

o Brand awareness surveys

o Customer feedback

o Web traffic or engagement analy cs (digital ads)

3. Common Techniques Used:

  Surveys & Ques onnaires

 Focus Groups

 A/B Tes ng

 Tracking Sales Trends

 Click-through rates (for online ads)

Example:

A mobile company launches a TV ad campaign.

 Goal: Boost sales and brand awareness.

 A er 2 weeks:

o Survey shows 75% brand recall

o Sales increased by 20%

o Online engagement doubled

This shows the ad was effec ve.

Factors Affec ng Adver sing Effec veness:

Factor Descrip on

Crea ve Quality How catchy, relatable, and visually appealing the ad is

Media Choice Right pla orm to reach the right audience

Target Audience Match Whether the message fits the needs/interests of the target group

Timing and Frequency When and how o en the ad is shown

Message Clarity Is the message easy to understand and memorable?

Conclusion:

Adver sing effec veness is all about how well an ad communicates, persuades, and drives results. A
truly effec ve ad not only gets a en on but also inspires ac on and builds long-term brand trust.

Q 10. What is Sales Promo on? Discuss the nature and scope of sales promo on. Also discuss the
advantages and limita ons of sales promo on.

What is Sales Promo on?

Sales Promo on refers to short-term incen ves or ac vi es designed to encourage immediate

purchase or boost the sales of a product or service.
 It is a part of the Promo onal Mix (along with adver sing, personal selling, and publicity).
The main goal is to increase consumer demand, improve product visibility, and enhance short-term
sales.

Nature of Sales Promo on

1. Short-Term Tool

 Focuses on quick results rather than long-term brand building.

2. Incen ve-Based

 Offers something extra (discounts, gi s, cashback, etc.) to mo vate buyers.

3. Ac on-Oriented

 Designed to trigger immediate consumer response (buy now, try now, stock up).

4. Flexible

 Can be customized for different products, seasons, fes vals, or target audiences.

5. Suppor ve Role

 Complements adver sing and personal selling, but doesn’t replace them.

Scope of Sales Promo on

Sales promo on can target three main audiences:

A. Consumer-Oriented Promo ons

Aimed at final buyers to s mulate demand

Examples:

 Coupons

 Buy One Get One (BOGO)

 Free samples

 Cashback offers

 Lucky draws

 Fes ve discounts

B. Trade-Oriented Promo ons

Aimed at dealers, retailers, and wholesalers to push product stocking/sales

Examples:

 Trade discounts

 Dealer contests

 Free displays or shelves

  Bulk purchase incen ves

C. Sales Force Promo ons

Aimed at mo va ng the internal sales team or agents

Examples:

 Sales contests

 Bonuses or commissions

 Awards & recogni on programs

Advantages of Sales Promo on

Advantage Descrip on

Quick Sales Boost Encourages immediate purchases or trials

New Product Trial Free samples or discounts mo vate people to try new products

Inventory Clearance Helps sell old stock or seasonal items

Supports Other Promo on Tools Reinforces adver sing and personal selling efforts

Consumer Engagement Games, contests, and giveaways build brand interac on

Limita ons of Sales Promo on

Limita on Descrip on

Short-Term Effect Boosts sales temporarily; may not build long-term brand loyalty

Brand Image Damage Excessive discounts may create a "cheap brand" percep on

Customer Expecta on People may wait for offers instead of buying at full price

Profit Margin Reduc on Too many offers can reduce the overall profitability

Misuse by Retailers Dealers may not pass benefits to customers, affec ng trust

Example:

A shampoo brand offers "Buy 1 Get 1 Free" for a limited me.

 Nature: Short-term, incen ve-based.

 Scope: Consumer promo on.

 Advantage: Increases sales and product trials.

 Limita on: If done too o en, customers may stop buying it at full price.
 Conclusion:

Sales Promo on is a powerful marke ng tool to drive short-term sales, a ract new customers, and
s mulate market interest. However, it must be used strategically and sparingly to avoid nega ve
long-term effects on the brand and profits.

Q11. Differen ate between consumer-oriented and trade-oriented sales

promo on.

Difference between Consumer-Oriented and Trade-Oriented Sales

Promo on

Basis of Consumer-Oriented Sales Trade-Oriented Sales

Difference Promo on Promo on

Target Dealers, distributors, retailers,

Final consumers or end-users
Audience and wholesalers

Main To encourage immediate buying To encourage dealers to stock

Objec ve by customers and promote the product

Increasing channel support

Focus Increasing consumer demand
and retail-level push

- Coupons - Buy One Get One - Trade discounts - Dealer

Common (BOGO) - Cashback - Free incen ves - Free displays -
Techniques samples - Contests and Credit facili es - Sales
sweepstakes contests

Strengthens distribu on
Benefit to Boosts short-term sales, creates
network and improves
Business trial opportuni es
product availability

- Retailer gets bonus stock for

- Fes ve discounts on clothes -
Examples buying in bulk - Display
Free sachets with newspapers
allowance for shelf space

Indirect impact through

Direct impact on consumer
Impact be er retailer support and
buying decision
stocking
 Quick Summary:
 Consumer-Oriented Promo ons = Pull strategy → Pull customers toward
the product
 Trade-Oriented Promo ons = Push strategy → Push the product through
dealers/retailers
Q12. Discuss the rela onship between sales promo on and the marke ng
mix?.
Let’s break this down clearly:

The Marke ng Mix: 4Ps

The Marke ng Mix consists of four key elements (also known as the 4Ps):
1. Product: The actual goods or services being offered.
2. Price: The cost consumers pay to purchase the product.
3. Place: The distribu on channels used to make the product available.
4. Promo on: The methods used to inform and persuade consumers to
purchase the product.

How Sales Promo on Relates to the Marke ng Mix

1. Product and Sales Promo on
 Sales promo ons can encourage product trials and increase product
visibility.
 New products o en benefit from sample distribu on or discount offers
to a ract a en on and build interest.
 Product bundling or limited- me offers can help sell complementary
products together.
Example: A new smartphone might offer a "free case" or "discounted
accessories" to increase appeal and a ract more buyers.
2. Price and Sales Promo on
 Sales promo ons o en involve price-based incen ves to s mulate
demand quickly (e.g., discounts, coupons, rebates).
  Promo ons such as Buy 1 Get 1 Free (BOGO) or cashback offers directly
affect the price percep on of the product.
 Price-sensi ve consumers might be more mo vated to buy during
promo onal periods.
Example: A so drink brand offering "50% off" or a seasonal sale to push
products in high compe on markets.
3. Place and Sales Promo on
 Sales promo ons can incen vize retailers to give your product more
shelf space or special displays.
 Retailers or distributors might be mo vated by trade promo ons
(discounts or allowances) to stock and push the product more
aggressively.
 In-store promo ons such as end-of-aisle displays and free samples
encourage immediate purchase.
Example: A cosme cs brand provides retailers with point-of-sale displays and
free samples to encourage more shelf exposure and boost sales.
4. Promo on and Sales Promo on
 Sales promo on enhances tradi onal adver sing and personal selling
efforts. While adver sing creates awareness, sales promo ons can help
close the sale and trigger immediate ac on.
 Cross-promo on with other forms of adver sing (TV, online, print) can
boost a campaign’s overall effec veness.
 Loyalty programs, discount vouchers, and gi -with-purchase strategies
can amplify brand communica on.
Example: A travel agency uses TV ads to raise awareness of a sale, and then
follows up with discount coupons to encourage bookings.

How Sales Promo on Complements the 4Ps:

Marke ng Mix
Role of Sales Promo on
Element

Encourages product trial and repeat purchases through

Product
incen ves (e.g., samples, contests).

Offers price-based incen ves (e.g., discounts, coupons,

Price
cashback) to a ract price-sensi ve customers.

Mo vates retailers to push the product (e.g., trade

Place
promo ons, point-of-sale materials).

Works with adver sing and public rela ons to increase

Promo on consumer interac on and conversion (e.g., me-limited
offers).

Conclusion:
Sales promo on plays a cri cal role in driving sales and suppor ng the other
elements of the marke ng mix. It complements adver sing (promo on),
product strategies, and pricing tac cs to create an integrated marke ng
campaign that reaches and convinces customers more effec vely.