Advertising & Promotion

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Course code: BBSSM1202

Text Book for Students (March 2018)

VOCATIONAL DIPLOMA PROGRAM
 Table of Contents
Chapter 1: Introduction to Advertising.

Chapter 2: Advertising classification & Agencies.

Chapter 3: The advertising Media.

Chapter 4: Advertising planning & campaign.

Chapter 5: The Advertising Ethics and Society.

Case studies.

References.

Chapter 1: Introduction to Advertising.

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Advertising is an impersonal communication of messages regarding ideas,

products and services from manufacturers, wholesalers and retailers (called

sponsors) to a targeted group of existing and potential customers, with a view

to educate and influence them to act in a manner desired by the sponsor of the

message. The message may be oral or in writing, may be audio or visual or

both and is paid for by the sponsor.

Objectives: After completion of this lesson the student will be able to:

 Understand the meaning, nature, features and objectives of Advertising.

 Discuss the impact of Advertising in the Society.
 Enumerate various benefits of Advertising to Manufacturers, Salesperson
and Community.

1. Introduction
Promotion has been defined as the coordination of all seller initiated efforts to
set-up channels of information and persuasion in order to sell goods and
services or promote an idea. While implicit communication occurs through the

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various elements of the marketing mix, most of an organization’s
communications with the marketplace take place as part of a carefully planned
and controlled promotional program. The basic tools used to accomplish an
organization’s communication objectives are often referred to as the
promotional mix or marketing communication mix. (Figure 1-1).
Figure 1-1 Elements of the promotional mix

The Promotional Mix

Sales Direct Personnel Selling

Advertising Promotion Public Relation Marketing

Advertising and promotion are an integral part of our social and economic
systems. In our complex society, advertising has evolved into a vital
communications system for both consumers and businesses. The ability of
advertising and other promotional methods to deliver carefully prepared
messages to target audiences has given them a major role in the marketing
programs of most organizations.
In market-based economies, consumers have learned to rely on advertising and
other forms of promotion for information they can use in making purchase
decisions.

2. Meaning of Advertising
Advertising is a non-personal form of mass communication and offers a high
degree of control for those responsible for the design and delivery of the
advertising message.

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“Advertising is the non-personal communication of marketing related
information to a target audience, usually paid for the advertiser, and
delivered through mass media in order to reach the specific objectives of the
sponsor.” (Houghton Mifflin Company, 1998).

Thomas Russell and W. Roland Lane have defined advertising in the following
words: “Advertising is a message paid for by an identified sponsor and
delivered through some medium of mass communication. Advertising is
persuasive communication. It is not neutral; it is not unbiased; it says; “I am
going to sell you a product or an idea”.

Advertising is the action of calling public attention to something, especially by

paid announcements.

3. Characteristics of advertising
Advertising is an impersonal communication of messages regarding ideas,
products and services from manufacturers, wholesalers and retailers (called
sponsors) to a targeted group of existing and potential customers, with a view

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to educate and influence them to act in a manner desired by the sponsor of the
message. The message may be oral or in writing, may be audio or visual or both
and is paid for by the sponsor.

The characteristics of advertising may be stated as follows:

 Advertising is an impersonal communication of message. It involves
sending messages through one or more media such as television, radio,
newspapers and magazines, etc. It is called impersonal because the
message is conveyed through some media rather than a person. As such
advertising is one-way communication.
 The message is sent by manufacturers, wholesalers and retailers who are
called sponsors of the advertisement.
 The sponsors send the message to a target group of people who are
either the existing customers or the potential customers.
 The purpose of sending the message is to inform the customers about
their needs, availability of the product to satisfy those need, arouse their
desire to have the product, and create demand for the product. Thus the
aim of advertising is to make people act as desired by the sponsors.
 The message may be sent through different media such as television,
radio, newspapers and magazines. Depending on the media used it may
be audio or visual, or written or oral.
 The sponsors spend money to send the message. Thus advertising is not
free of cost but involves some expenditure.
4. Objectives of Advertising
The fundamental purpose of advertising is to sell something. (a product, a
service or an idea). In addition to this general objective, advertising is also used
by the modern business enterprises for certain specific objectives which are
listed below:
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 Creating demand for products: Now a days, goods are produced on a large
scale in anticipation of future demand. It is therefore, important that
sufficient demand is created for the product. The objective of advertising is
to create demand for products and services through customer education.
 Sustaining demand for products and service: Sometimes, there are a
number of manufactures, who manufacture products which basically meet
the same needs of the customers. In such situations, there may develop an
intense competition among the manufactures to sell their products. The
objective of advertising, then is to see that the demand for a firm’s product
does not decline and is maintained at the existing level.
 Creating and enhancing goodwill of the firm: Through advertising, a firm
highlights the importance it attaches to consumer satisfaction and good of
the society. Achievements of the firm in these matters are also highlighted.
This helps in creating a good image of the business in the minds of
consumers, workers, investors, suppliers’ government and other groups of
people in society. Thus business goodwill is created and enhanced.
 Establishing and enhancing brand image: A number of products are sold by
their brand name. Washing powder is sold under the brand name of Surf,
tooth paste is sold under the name of Close up. One of the objectives of
advertising is to popularize the brand name of the product so that its brand
image is established and enhanced.
 Helping salesmen: Advertising aims at helping salesmen in selling goods.

5. Role of Advertising in the society

Advertising is the integral part of every day's life. It is a pervasive method of
marketing in society. Though the methods by which marketers advertise have
changed over the decades, the role and purpose of advertising has changed

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over the period of time. Without advertising modern society cannot survive.
Advertising is useful to society in following ways.

 Encourage Purchasing: Encouraging people to purchase goods and services

is the main role of advertising. Some industries rely on advertising more
than others: A cereal company, for instance, must advertise more
aggressively, due to the wide arrange of competing products, than a power
company that faces little to no competition. Advertisers often influence
members of society to purchase products based on instilling a feeling of
scarcity or lack. .
 Reflect cultural trends: Advertising bridges the gap among people by
communicating varied culture through advertising message. It bring
variation in the social life
 Promotes Economic growth: Advertising contributes to bring about all
round development of the economy by increasing demand and by
encouraging economic activities it fuels the desire to shop and, in turn,
shopping stimulates the economy.
 Improves standard of living: Advertising is an economic activity. It provides
opportunities to people to improve their income. It motivates people to
consume more material and thereby improves their standard of living.
 Provides employment: Effective advertising generates demand for goods
and services. High demand calls for more production which requires more of
physical and human resources thus creating employment opportunities.
6. Benefits of Advertising
Advertising is the best-known and most widely discussed form of promotion,
probably because of its pervasiveness. It is also a very important promotional
tool, particularly for companies whose products and services are targeted at
mass consumer markets.
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The main benefits of advertising may be narrated as follows:

A. Benefits of Advertising to Manufacturers.

 Advertising increases sales volume by creating attraction towards the

product.
 It helps easy introduction of new products into the markets by the same

manufacturer.
 It helps to create an image and reputation not only of the products but also

of the producer or advertiser. In this way, it creates goodwill for the

manufacturer.
 It helps to establish a direct contact between manufacturers and consumers.

 It leads to smoothen the demand of the product. It saves the product from

seasonal fluctuations by discovering new and new usage of the product.

 It creates a highly responsive market and thereby quickens the turnover that

results in lower inventory.

 Advertising gives the employees a feeling of pride in their jobs and to be in

the service of such a concern of repute. It thus inspires the executives and
worker to improve their efficiency.
 Advertising is necessary to meet the competition in the market and to

survive.

B. Benefits to Wholesalers and Retailers

 Advertising support and helps the selling activities.

 Advertising build product awareness and make sale of the products easy,
the consumers are aware of the product and its quality.

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  It increases the rate of the turn-over of the stock because demand is already
created by advertisement.

 The reputation created is shared by the wholesalers and retailers alike

because they need not spend anything for the advertising of already a well
advertised product.

 It ensures more economical selling because selling overheads are reduced.

 It enables them to have product information.

C. Benefits to Consumers

 Advertising stresses quality and very often prices. This forms an indirect
guarantee to the consumers of the quality and price. Further large scale
production assumed by advertising enables the seller to seller product at a
lower cost.

 Advertising helps in eliminating the middlemen by establishing direct contacts

between producers and consumers. It results in cheaper goods.

 It helps them to know where and when the products are available. This
reduces their shopping time.

 Advertising are highly informative, it provides an opportunity to the customers

to compare the merits and demerits of various substitute products.

 This is perhaps the only medium through which consumers could know the
varied and new uses of the product.

D. Benefits to Salesmen

Salesmanship is incomplete without Advertising. Advertising serves as the

forerunner of a salesman in the distribution of goods. Salesmen are benefited by
the advertisement in following ways:
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 Introducing the product becomes quite easy and convenient because
manufacturer has already advertised the goods informing the consumers
about the product and its quality.

 Advertising prepares necessary ground for a salesman to begin his work

effectively. Hence sales efforts are reduced.

 The contact established with the customer by a salesman is made

permanent through effective advertising because a customer is assumed of
the quality and price of the product.

 The salesman can weigh the effectiveness of advertising when he makes

direct contact with the consumers.

E. Benefits to Community or Society

 Advertising, in general, is educative in nature. In the words of the late

President Roosevelt of the U.S.A., "Advertising brings to the greatest
number of people actual knowledge concerning useful things: it is essentially
a form of education and the progress of civilization depends on education."

 Advertising leads to a large-scale production creating more employment

opportunities to the public in various jobs directly or indirectly.

 It initiates a process of creating more wants and their satisfaction higher

standard of living. For example, advertising has made more popular and
universal the uses of such inventions as the automobiles, radios, and various
household appliances.

 Newspapers would not have become so popular and so cheap if there had
been no advertisements. The cheap production of newspapers is possible
only through the publication of advertisements in them. It sustains the
press.

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  It assures employment opportunities for the professional men and artist.

 Advertising does provide a glimpse of a country's way of life. It is, in fact, a

running commentary on the way of living and the behavior of the people
and is also an indicator of some of the future in this regard.

7. Pros & Cons of Advertising

Advantages Disadvantages
- Good for building awareness. - Low credibility
- Effective at reaching a wide audience. - The effect on sales is hard to measure.
- Repetition can help to build customer - Limited ability to persuade the target
trust. audience.
- high degree of control for the delivery of -Cannot answer all a customer’s
the message questions.

Discussion Questions:
1. Define Advertising and explain its features.
2. Explain the main objectives of Advertising.
3. Explain the importance of Advertising.

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 Chapter 2: Advertising classifications & Agencies

Different authors have classified advertising in different ways. Information is

considered to be the most valuable resource in the present day's society and in
its economy. The availability of information is more or less a right of the society
as it stimulates all economics activity and growth. In the case of marketing as
well passing of information is of vital importance. It includes the name of a
product or service and how that product or service can benefit the consumer. It
persuades a target market to purchase or consume that particular brand
through mass media.

Objectives of the lesson: After completion of this lesson the student will be
able to:
 Understand the classification of advertising on the basis of:
- Based on demand influence level.
- Based on audience to which it is directed.
- Based on objectives.
- Based on timing of response it elicits.
- Based on geographical.
 Understand the meaning, reasons of use, services provided and functions
of Advertising Agency.
 Outline the various ways of remunerating an Advertising Agency.

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 1. Classification of Advertising

Different authors have classified advertising in different ways.

A. Based on demand influence level
a) Primary demand advertising: Primary demand is demand for the
product or service rather than for a particular brand. It is intended to
affect the demand for a type of product, and not the brand of that
product. Some advertise to stimulate primary demand. When a product
is new, primary demand stimulation is appropriate. At this time, the
marketer must inform consumers of the existence of the new item and
convince them of the benefits flowing from its use.
b) Selective demand advertising: This demand is for a particular brand
such as Charminar cigarettes, Surf detergent powder, or Vimal fabrics. To
establish a differential advantage and to acquire an acceptable sort of
market, selective demand advertising is attempted. It is not to stimulate
the demand for the product or service. The advertiser attempts to

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 differentiate his brand and to increase the total amount of consumption
of that product. Competitive advertising stimulates selective demand. It
may be of either the direct or the indirect type.
B. Based on audience to which it is directed
a) Consumer advertising: Most of the consumer goods producers engage in
consumer product advertising. Marketers of pharmaceuticals, cosmetics,
scooters, detergents and soaps, cigarettes are examples. Baring a few,
all these products are all package goods that the consumer will often buy
during the year. There is a heavy competition among the advertisers to
establish an advantage for their particular brand.
b) Industrial advertising: Industrial executives have little confidence in
advertising. They rely on this form of promotion merely out of fear that
their competitors may benefit if they stop their advertising efforts. The
task of the industrial advertiser is complicated by the multiple buying
influence characteristics like, the derived demand, etc. The objectives
vary according to the firm and the situation. They are used to inform,
bring in orders, provide support for the salesman, establish recognition
for the firm or its product, and motivate distributors.
c) Trade advertising: This kind of advertising is employed by manufactures
and/or distributors to influence and persuade wholesalers and dealers to
stock and sell the goods of the advertiser by offering incentive schemes to
them, or, by inviting dealership for their particular products(s).
d) Professional advertising: It is directed at professional like doctors,
professors, engineers and others, who are expected to recommend,
prescribe, or, specify the advertised products to ultimate consumers. This
is done through professional journals and representative of the
advertisers.

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C. Based on objectives
a) Product advertising: Most advertising is product advertising,
designed to promote the sale or reputation of a particular product or
service that the organization sells. Indane’s Cooking Gas is a case in
point. The marketer may use such promotion to generate exposure
attention, comprehension, attitude change or action for an offering. It
deals with the non-personal selling of a particular good or service. It is
of three types as follows:-
- Informative Product Advertising
- Persuasive Product Advertising
- Reminder-Oriented Product Advertising
b) Institutional advertising: Institutional Advertising may be formative,
persuasive or reminder oriented in character. Institutional advertising
is used extensively during periods of product shortages in order to
keep the name of the company before the public. It aims at building
for a firm a Positive public image in the eyes of shareholders,
employees, suppliers, legislators, or the general public. This sells only
the name and prestige of the company. This type of advertising is
used frequently by large companies whose products are well known.
c) Public service advertising: This is directed at the social welfare of a
community or a nation. The effectiveness of product service
advertisements may be measured in terms of the goodwill they
generate in favor of the sponsoring organization. Advertisements on
not mixing drinking and driving are a good example of public service
advertising. In this type of advertising, the objective is to put across a
message intended to change attitudes or behavior and benefit the
public at large.

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d) Competitive advertising: It is useful when the product has reached
the market-growth and especially the market-maturity stage. It
stimulates “selective” demand. It seeks to sell a specific brand rather
than a general product category. It is of two types:
i. Direct Type: It seeks to stimulate immediate buying action.
ii. Indirect Type: It attempts to pinpoint the virtues of
the product in the expectation that the consumer’s action
will be affected by it when he is ready to buy.
e) Advocacy advertising: We often come across advocacy advertised
relating to the use of family planning methods. Conservation of scarce
resources, maintaining green environment. This is designed to alert
people to the fact that such ads are not editorials or informational
pieces, but are specifically advertisements. Companies can place
advocacy advertising on billboards, in print magazines and
newspapers, online, and on television.

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D. Based on geographical coverage
a) National advertising: It is practiced by many firms in our country. It
encourages the consumer to buy their product wherever they are sold.
Most national advertisements concentrate on the overall image and
desirability of the product. It is generally undertaken by manufactures of
branded goods, for which, advertising messages is communicated to
consumers all over the country. Almost all possible mass media, including
national newspapers, radio and television network, are employed for
national advertising.
b) Regional advertising: It is geographical alternative for organizations.
c) Local advertising: It is generally done by retailers rather than
manufacturers. These advertisements save the customer time and money
by passing along specific information about products, prices, location,
and so on. Retailer advertisements usually provide specific goods sales
during weekends in various sectors.

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 2. Advertising Agency

An Advertising Agency is selected by a manufacture or trader to present the

advertisement on his behalf. The advertiser who does not have the capacity of
carrying out advertising activities take the help on services of advertising
agencies who are specialized in those fields.

A. Meaning and Definition

The American Association of Advertising Agencies (AAAA) defines an
advertising agency as: “An independent business organization, composed of
creative and business people, who develop, repair and place advertisements
in advertising media for sellers seeking to find customers for their goods and
services”.

The advertising agency carry out the activity on behalf of their client against
remuneration called fees. They conduct market research, consumer research,
product research etc. They advise the manufacturer on product design or
package design, pricing of product channels of distribution. Besides, they advise
on the market condition from time to time.

Advertising agency conduct the production activities of visualization, layout,

illustration, headlines, copy etc. They also help in the selection of proper media
and the frequency at which the advertisement should be presented.

Thus, the advertising agency relieves the burden of the trader or manufacturer
of the responsibility of advertising, production and distribution.

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 B. Reasons for Using an Agency
Probably the main reason outside agencies are used is:
 They provide the client with the services of highly skilled individuals
who are specialists in their chosen fields. Advertising agency staff may
include artists, writers, media analysts, researchers, and others with
specific skills, knowledge, and experience who can help market the
client’s products or services.
 Many agencies specialize in a particular type of business and use their
knowledge of the industry to assist their clients. Viewpoint of the
market and its business that is not subject to internal company policies,
biases, or other limitations.
 The agency can draw on the broad range of experience it has gained
while working on a diverse set of marketing problems for various
clients. For example, an ad agency that is handling a travel-related
account may have individuals who have worked with airlines, cruise ship
companies, travel agencies, hotels, and other travel-related industries.
 The agency may have experience in this area or may even have
previously worked on the advertising account of one of the client’s
competitors. Thus, the agency can provide the client with insight into
the industry (and, in some cases, the competition).

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 C. Types of Ad Agencies

This section examines the different types of agencies, the services they perform
for their clients, and how they are organized.

a) Full-Service Agencies:
Many companies employ what is known as a full service agency, which
offers its clients a full range of marketing, communications, and promotions
services, including planning, creating, and producing the advertising;
performing research; and selecting media. A full-service agency may also
offer non advertising services such as strategic market planning; sales
promotions, direct marketing, and interactive capabilities; package design;
and public relations and publicity. The full-service agency is made up of
departments that provide the activities needed to perform the various
advertising functions and serve the client.

b) Account Services
Account services, or account management, are the link between the ad
agency and its clients. Depending on the size of the client and its advertising
budget, one or more account executives serve as liaison. The account
executive is responsible for understanding the advertiser’s marketing and
promotions needs and interpreting them to agency personnel. He or she
coordinates agency efforts in planning, creating, and producing ads. The
account executive also presents agency recommendations and obtains client
approval.

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c) Marketing Services
Over the past two decades, use of marketing services has increased
dramatically. One service gaining increased attention is research, as
agencies realize that to communicate effectively with their clients’
customers; they must have a good understanding of the target audience.
The advertising planning process begins with a thorough situation analysis,
which is based on research and information about the target audience.
Most full-service agencies maintain a research department whose function
is to gather, analyze, and interpret information that will be useful in
developing advertising for their clients. The research department may also
design and conduct research to pretest the effectiveness of advertising the
agency is considering. For example, copy testing is often conducted to
determine how messages developed by the creative specialists are likely to
be interpreted by the receiving audience.
The media department of an agency analyzes, selects, and contracts for
space or time in the media that will be used to deliver the client’s
advertising message. The media department is expected to develop a media
plan that will reach the target market and effectively communicate the
message.
An agency may have a sales promotion department, or merchandising
department, that specializes in developing contests, premiums, promotions,
point-of-sale materials, and other sales materials. It may have direct-
marketing specialists and package designers, as well as a PR/publicity
department. Many agencies have developed interactive media departments
to create websites for their clients. The growing popularity of integrated
marketing communications has prompted many full-function agencies to
develop capabilities and offer services in these other promotional areas.

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d) Creative Services
The creative services department is responsible for the creation and
execution of advertisements. The individuals who conceive the ideas for the
ads and write the headlines, subheads, and body copy (the words
constituting the message) are known as copywriters. They may also be
involved in determining the basic appeal or theme of the ad campaign and
often prepare a rough initial visual layout of the print ad or television
commercial. While copywriters are responsible for what the message says,
the art department is responsible for how the ad looks. For print ads, the art
director and graphic design prepare layouts, which are drawings that show
what the ad will look like and from which the final artwork will be produced.
For TV commercials, the layout is known as a storyboard, a sequence of
frames or panels that depict the commercial in still form. Members of the
creative department work together to develop ads that will communicate
the key points determined to be the basis of the creative strategy for the
client’s product or service. Writers and artists generally work under the
direction of the agency’s creative director, who oversees all the advertising
produced by the organization.

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 D. Compensation of Advertising Agencies
The type and amount of services an agency performs vary from one client to
another. As a result, agencies use a variety of methods to get paid for their
services. Agencies are typically compensated in three ways: commissions, some
type of fee arrangement, or percentage
Charges.
(1) Commissions from media

The traditional method of compensating agencies is through a commission

system, where the agency receives a specified commission (usually 15 percent)
from the media on any advertising time or space it purchases for its client. (For
outdoor advertising, the commission is 162/3 percent.) This system provides a
simple method of determining payments.

(2) Fee, Cost, and Incentive-Based Systems

Since many believe the commission system is not equitable to all parties, many
agencies and their clients have developed some type of fee arrangement or
cost-plus agreement for agency compensation. Some are using incentive-based
compensation, which is a combination of a commission and a fee system.
(3) Fee Arrangement

There are two basic types of fee arrangement systems.

In the straight or fixed-fee method, the agency charges a basic monthly
fee for all of its services and credits to the client any media commissions
earned. Agency and client agree on the specific work to be done and the
amount the agency will be paid for it.
Sometimes agencies are compensated through a fee-commission
combination, in which the media commissions received by the agency
are credited against the fee. If the commissions are less than the agreed-

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 on fee, the client must make up the difference. If the agency does much
work for the client in non-commissionable media, the fee may be
charged over and above the commissions received.
Both types of fee arrangements require that the agency carefully assess its
costs of serving the client for the specified period, or for the project, plus its
desired profit margin.

(4) Percentage Charges

Another way to compensate an agency is by adding a markup of percentage

charges to various services the agency purchases from outside providers. These
may include market research, artwork, printing, photography, and other
services or materials. Markups usually range from 17.65 to 20 percent and are
added to the client’s overall bill. Since suppliers of these services do not allow
the agency a commission, percentage charges cover administrative costs while
allowing a reasonable profit for the agency’s efforts.

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 Chapter 3: Advertising Media

The most brilliant and original advertising ideas will be wasted if they are not
presented through the right media in the right place at the right time to the
right people. Hence the selection of right media is an important for achieving
the objectives of advertising. However, before explaining the factors which
should be kept in mind for selecting the right advertising media, it is essential
that we must know the meaning of advertising media. Advertising is an art, not
a science!

Objectives of the lesson: After completion of this lesson the student will be able
to understand:
 The meaning of advertising media.
 The various determinants (factors) of Advertising Media.
 The different types or form of advertising media.
 The several advantages and disadvantages of each form of advertising
media. (Radio Advertising, Internet Advertising, Television Advertising, Press
Advertising, Outdoor or Mural Advertising, etc.)

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 1. Advertising media

An advertising media is a means or vehicle of delivering a definite message. It is

a means through which an advertising message or information is passed on to
the prospective customers, readers, viewers, listeners or passers-by. For
instance, a producer seeks through advertisement media to keep in touch with
old customers as well as to attract new customers. Medias are subject to
intensive buying and selling activity. Examples of media are newspapers,
magazines, radio, television, direct mail, posters, film, catalogues etc.

2. Determinants of advertising media

Selection of a right type of advertising media is a difficult task. Any media that is
selected must be capable of accomplishing at least the three main objectives:

- It must reach the largest number of people possible.

- It must attract their attention.
- It must be economical.
But in practice there is hardly any single media that satisfies the above three
objectives. There are number of advertising media choices available to the
company in India. However, the real managerial task is to identify from among
them the one (s) which is relevant for the company. For this purpose the
management should consider the following factors:

a) The Nature of the Product: The nature of the product determines the
choice of the advertising media. For instance, cinema, television, color
periodicals would be the obvious choice for products like fabrics and
toilets requiring visual presentation. In this connection, management
should develop a product-media match.

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b) Market Requirements: While selecting advertising media, the company’s
market requirements should be considered. When they meet these
requirements, they lend themselves to good use. For example, specialized
high fashion color magazines would be the proper media for consumers
with high income groups and sophisticated tastes. Similarly, outdoor
media would be appropriate when consumer action is to be induced at
the point of purchase.
c) Advertising Objectives: The advertising objectives also determine the
type of media to be selected. For example, the press is preferred to
project corporate image while radio and television is relevant for product
advertising.
d) Distribution Strategy: The advertising media should be compatible with
the distribution strategy adopted by the company. For example, if the
company is selling through middlemen- wholesalers and retailers etc.,
then outdoor advertising media duly supported by television, radio and
cinema etc. may help to pull the product out of channel.
e) Nature of the Message and Appeals: The nature of advertising message
appeal also determines the advertising media for a company. The media
should be able to carry the message and appeal to the right persons in
the perspective. For example, if time is the essence of communication,
daily newspaper and radio may be the best choice. Mass consumption
items like soaps, toothpastes, hair oil etc. may determine television,
newspapers as the best selection.
f) Budget: The budget available for advertising purpose will decide the
choice of media of advertising. For example, a manufacturer having
comparatively large funds for advertising may choose television or radio
or both as a media of advertising. On the other hand a medium or small

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 sized businessman may prefer newspaper and magazine as an
advertising media.
g) Competitors Choices: A company should also take into account the
wisdom of competitor’s media choices despite differences in advertising
objectives and appropriations. It is not desirable to outright dismiss their
choices. Generally, the advertising media used by competitors are
preferred so as to make an impressive appeal for the product.
h) Media Circulation: The Company should take into account the circulation
of the advertising media. Media circulation must match the distribution
pattern of the product. This applies to the press media. Circulation should
not be confused with readership. Circulation means the number of copies
sold after deduction of free copies, returns and other differences
between the total number of printed copies and total number sold at full
price. The advertising media selected should have maximum circulation,
such as Hindustan Times etc.
i) Media Availability: The question of media availability is quite relevant
while considering advertising media alternatives because not all media
are available to a company at all times whenever required. For instance,
in 1973, and 1974, owing to acute newsprint shortage, space availability
in national dailies was a real problem.
j) Penetration: How can we penetrate the market most thoroughly or how
can we reach the greatest number of potential customers is also an
important factor influencing the choice of a particular advertising media.
k) Size and Nature of the Business Enterprise: The size and nature of the
business enterprise also play an important part in making a choice for
the advertising media. Different media will suit to departmental stores,
chain stores, small shops, manufacturers and producers etc. A big

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 business enterprise may make use of television, radio and newspapers
having national network, whereas a small unit may prefer local
newspapers and cinema-slides etc.
Thus the above factors are generally considered while selecting the advertising
media for selling the products.

3. Types of advertising media:

3.1 Radio advertising.

Today, radio has emerged as one of our major advertising media. It provides a
very large coverage of audience in urban and rural areas. Now almost every
family has a radio set in our country. Radio Sultanate of Oman and Radio
Salalah were both founded in 1970. Radio development was especially
important to Oman in the 1970s to counteract anti-Omani propaganda being
broadcast from Marxist South Yemen. In 2000 there were approximately 1.4
million radios in the country being broadcast to from three AM, nine FM, and
two shortwave stations, and typically receiving broadcasts in Arabic, English
and Dhofari. While Oman has no particular aspersions to become a
broadcasting powerhouse in the region, programming is available in a few
ways to outsiders. Commercial broadcasting is a major source of income.
Today, radio advertising is extremely popular with both trade and industry as
the demand exceeds the time. Radio advertising may be described as “word of
mouth advertising on a wide scale‟. The advertiser delivers the message orally
and not visually. 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.

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Advantages(Merits) of Radio Advertising Disadvantages (Limitations) of Radio Adv.

1. Radio advertising has the following 1. Radio advertising has the following
advantages: disadvantages:
2. It has a wide coverage. Even illiterate 2. The message given by radio advertising is
people are covered under this media. It short-lived.
can convey message even to small remote 3. It is costly and is beyond the reach of small
areas. and medium sized advertisers.
3. It is quite flexible as it can be used on a 4. It only appeals to the sense of hearing and
national or local level according to the thus does not portray visually a picture of
need. the package of the product.
4. It gives message of the advertiser at the 5. It is not suitable for all kinds of products,
door of the prospects when they are in a such as industrial goods which are not
respective mood. needed by the average radio listener. It is
5. It easily catches the attention of the useful only for the goods of common use.
people. 6. Radio advertisements are very brief and
6. It claims the advantage of memorizing thus details cannot be elaborated.
value. In this connection, psychologists 7. Since there is a multiplicity of
say that anything learnt through the ears advertisements in a very short time, it is
is not easily forgotten. most likely that the listener may forget
7. Radio advertising affords variety of the name of the product.
programs including entertainment on 8. There is no possibility of demonstration in
account of which the goodwill is case of radio advertising.
developed.

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3.2 Internet advertising
The Internet facility has developed around for some 30 years. It actually began
in the early 1960 in USA, where the US Department of Defense saw it as a
means of supercomputer communication for researchers and military facilities
across the country. Until it commercial exploded in 1990s, the Internet
remained a relatively obscure network of linked computers - mostly by
academics, military researchers, and scientists around the world to send and
receive electronic mail, transfer files, and find or retrieve information from
databases – At present, Internet the fastest growing medium in history, offers
incredible opportunities for a wide range of people in both business and
advertising. For advertisers, there is a whole new world of potential customers.

1) Type of Internet Advertising:

Ads on the Internet can take a variety by forms. Most advertising on Internet
can be classified as websites, banners, buttons, sponsorships, interstitials, Meta
ads, classified ads, and e- mail ads.

a) Websites: Some companies consider their whole website as an ad.

However, a website is more than an ad - it’s an alternative location
where customers, prospects, shareholders, investors, and others can
come to find out more about the company, its products and services.
Some companies use their website like an extended brochure to promote
their goods and services. Others treat their website as an online catalog
store, conducting business right on the Net. Still other website act in
information and entertainment provides. Website typically consist of a
home page and an indefinite number of subsequent pages that users can
visit for further information.

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b) Banners: The ad banner is the basic form of web advertising. A banner is
a little billboard that spreads across the top or bottom of the Web page.
At present one comes across larger banner ads that can dominate the
screen or even provide television commercials. When users click their
mouse pointer on the banner, it sends them to the advertiser’s site or a
buffer page.
c) Sponsorships: A form of advertising on the Internet that is getting
popular is the sponsorship of Web pages. Corporations sponsor entire
sections of a publisher’s Web page or sponsor single events for a limited
period of time, usually calculated in months. In exchange for sponsorship
support, companies are given extensive recognition on the site.
Sometimes an added- value package is created by integrating the
sponsor’s brand with the publisher’s content. For instance, a Web page
on Olympics or some other spots can be sponsored by a business firm.
d) E-Mail Advertising: Advertisers can send e-mail advertising to customers
who have asked for it. It is similar to direct mail advertising, and
therefore, it is the most effective form of internet advertising. However,
there is too much of span via the e-mail. Span refers to unsolicited, mass
e-mail advertising for product or service that is sent by an unknown
entity to e-mail addresses.

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2) Advantage of Internet Advertising:
1. Interactive Medium: It allows consumers to directly interact with an
advertiser, thereby establishing future relationships.
2. Enormous Audience: With an audience of about 500 million people
worldwide, the internet is the only true global medium, providing
information and commercial opportunities that are immediately
accessible around the world.
3. Immediate Response: Products and information are available on
demand made by the consumer, thereby, providing instant feedback for
the advertiser.
4. Selective Targeting: Advertisers can reach the right target audience,
especially through the Meta ads.
5. Proximity to Purchase: It may be the greatest advantage of Internet
advertising. Purchasers can be targeted right wither they are, right at the
moment when they are considering of making a purchase.
6. Affluent Market; Most of the Internet users belong to middle- upper
class or upper class audience. Therefore, Internet medium enables to
reach the affluent market of the society.
7. Provides In-depth Information: Internet provides in-depth information
about a company and/or products. Commercial websites provide
detailed information about products or services to the Internet users
seeking information.
8. Reaches Business-to-Business Users: The Internet medium can reach to
B2B users when they are still at work, not only business related
information, but also consumer products advertising while they are
working.

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3) Disadvantages of Internet Advertising:
1. Lack Mass-Media Efficiency: Internet is not a mass medium as the case
of radio and television. Therefore, it may never offer mass media
efficiency.
2. Slow Downloads: The downloading of websites is very slow in many
parts of the world. The ads that pop up in between only irritate the
Internet users.
3. Problem of Span: There is too much of Spam via the e-mail. Therefore, e-
mail users do not consider going through even the responsible ads.
4. Problem of Online Purchases: most consumers would like to physically
inspect the goods before purchases. Therefore, they may not place
orders online. Again, most people do not believe the internet as a safe
place for financial transaction.
5. Untested Medium: There is hardly any research to test the effectiveness
of Internet advertising.

3.3 Television advertising.

1) Meaning.
Television Advertising: Radio and television are overseen by the Ministry of
Information. A director general of Radio and Television reports to the Minister
of Information. The director general is responsible for complete oversight of
operations. Radio and television media are entirely government funded;
advertising is prohibited.
Omani television is as prevalent as radio, with about 1.4 million television sets
reported in 2000. There are stations operating in both Muscat and Salalah,
with 117 other television transmitters, many of them solar powered,
throughout the country. The nodes of this network are connected by satellite.

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Local programming in Oman has the potential for greater influence than in
some of the other Arab region states because the positioning of major cities in
the state does not conflict with any other broadcast signals; there is no
competition. The competition present comes from home videos and satellite
television signals (satellite dish ownership is legally sanctioned). Omani state
television imports less Western programming than some other Gulf States and
tends to emphasize regionally contextual programming concerning faith,
history, politics, social life and the like. This media is particularly advantageous
for those advertisers whose products require demonstration. Sponsored
programs have also been started on television.

2) Advantages or Merits of Television Advertising

Television advertising has the following advantages:
1. The main advantage of television advertising is that it combines the
advantages of both radio and cinema. Thus it is a most powerful audio-
visual media.
2. It makes the message more attractive and impressive.
3. It is most advantageous to those advertisers whose products and service
require demonstration.
4. It is a source of major income to Doordarshan.
5. It possesses geographical selectivity. An advertiser can place his
advertisements on selected few stations as per his requirements.
6. It has a wide coverage. At present television services are available to
more than 80% of India’s population.

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 3) Disadvantages or Demerits or Limitations of Television Advertising

 It is very expensive advertising media and would certainly exclude the

small advertisers.
 Television message is short-lived.
 The range within which the telecasting reaches the audience is very
limited.
 In case of India, an average Indian cannot afford television as it is quite
costly.
 Television advertisements are very brief due to high cost of advertising
on television.
 Television advertising is a very deliberate media, requiring long term
planning, the gaining of approval from the authority and also lacking
flexibility.

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3.4 Press advertising
1) Meaning of Press Advertising

Press advertising is the most popular and effective method of publicity today. It
has become the part of the culture and political life of people today. Press, also
referred to as print, is an advertising media comprising all those vehicles owned
by others and which can carry the advertising message in print to be read by
target customers.

2) Forms or Types of Press advertising.

Press advertising takes the following two major forms:

 Newspapers: NP Newspapers are bought largely for their news

values. Newspapers may be national/local daily/weekly.
 Magazines and Journals: Another media under press advertising
media is magazines and journals.
3) Newspapers:

These are a good vehicle to pass on information about new products, current
products and price-off deals. They can be used for local, national and regional
market coverage. Many newspapers in English and Omani have nationwide
coverage. So a message given in newspapers may have a better impression on
the minds of the people and it may be more specific, clear, complex and
lengthy.
There are six daily newspapers, four in Arabic and two in English. Those printed
in Arabic are: Khaleej Times, Oman Daily Newspaper (with a circulation of
15,560), Ash-Shabibah, and Al-Watan (The Nation, 32,500). Those published in
English are: The Oman Daily Observer (22,000;) and the Times of

Page | 38
Oman (15,000).
There are approximately 20 periodicals published in the sultanate, a number of
them by sections of the government. They include: Jund Oman (Soldiers of
Oman, a monthly magazine of the Ministry of Defence), Al-Ghorfa (Oman
Commerce, a bi-monthly with a circulation of 10,500 and published by Oman
Chamber of Commerce and Industry), Al-Omaniya(Omani Woman, a monthly
with a circulation of 10,500), Oman Today (a bimonthly with a circulation of
20,000 that covers leisure and sports), Al-'Akidah (The Faith, a weekly with a
circulation of 10,000 covering politics), Al-Mazari' (Farms, a weekly journal of
the ministries of Agriculture and Fish-eries, and of Petroleum and Minerals).
Small enterprises prefer local newspapers as their advertising media. The
newspapers charge on the basis of column centimeter space used by the
advertiser. They also charge premium for special positions and provide
concession for space booking on contract. However, these rates vary from
newspaper to newspaper as per their circular and coverage.

Advantages or Merits of Newspaper Advertising Media:

1. Their coverage is high as they reach every nook and corner in a very short
time.
2. They offer a lot of flexibility. According to the convenience and necessity
of the advertiser, the shape, size and appeal may be frequently changed
to suit the need of the advertiser.
3. High frequency enables speedy preparation and publication of
advertisement.
4. It is the cheapest media of advertising as far as its cost per reader is
concerned.
5. The daily newspaper have strong repetitive value.

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 6. The public response towards newspaper advertising is very quick.
7. By inserting local advertisements (in local newspapers), the effectiveness
of advertising copy could be tested quite easily.
8. The reputation of the newspapers is available to the advertisers and their
products also.
9. Newspaper advertising provides geographic selectivity.

Disadvantages or Limitations of Newspaper Advertising Media

1. The life of a newspaper is very short, i.e., only for the day. It is said,
“Nothing is alive as today’s newspaper” and “Nothing is dead as
yesterday’s newspaper.”
2. There is waste of circulation. The advertisement is carried even to those
places where there is no market existing nor the possibility of creating a
new market in the near future.
3. If the customers are limited in numbers, advertising in newspapers may
be ineffective and costly too.
4. Visual effects may not be created in practice as the newspapers are
generally printed on cheap newsprint.
5. There is lack of uniformity in advertising requirements. Lack of uniformity
of publishers‟ requirements with respect to rates, size, and type of copy
and so on.
6. Newspaper advertising is less popular in undeveloped countries where
the masses are illiterate ignorant and poor.

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 4) Magazines and Journals:

Another media under press advertising media is magazines and journals. They
offer selective circulation throughout the country at a cost within reasonable
budget limits. These are published periodically at regular intervals, i.e., weekly,
fortnightly, monthly, quarterly or annually. Magazines and Journals are read at
leisure and with care when the reader is mentally prepared to receive the
advertisements. It has a long effective life. From the advertiser’s point of view,
magazines may be classified under five groups:
1) Special Interest Magazines;
2) Trade Magazines;
3) Technical Magazines;
4) Professional Magazines; and
5) Regional Magazines
Advantages or Merits of Magazines and Journals

 The life of magazine is considerably longer than that of newspapers.

These are kept ready for weeks and months.
 Better reproduction of advertisement than newspapers is provided.
 Magazines are highly selective in nature and waste of circulation is
avoided.
 Magazine advertising create prestige, reputation and an image of
quality.
 The number of readers per copy in case of magazine advertising is quite
high. There is multiplicity of readership.

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  Magazines are ideals for introduction new ideas.
 Magazine readership is usually a leisurely home readership for
enjoyment relaxation, and with guard’s down‟.
 The printing, paper, color combination is more attractive in case of
magazine advertising than newspaper advertising.
 Magazines reach specialized groups convenientlyand effectively.
 The cost of utilizing magazines for advertising is quite low.
Disadvantages or Limitations of Magazine and Journal Advertising

 The chief demerit of magazine advertising is its low flexibility.

 Preparation costs for magazine copy are usually rather high and
sometimes exceed the cost of the space used in trade magazines.
 The circulation is limited as compared to newspaper advertising.
 It takes more time in printing etc. than newspaper advertising.
 The size of magazines differs widely and hence the advertiser has to
prepare the copy of advertisement according to the size of the magazine
and journal.
 Change in appeal cannot be effective quickly.

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3.5 Film advertising.
1) Meaning:

Film is an audio-visual medium of communication and offers wide opportunities

to the advertiser to screen commercial films and slides produced by them.
Today cinema is an important and effective media of advertising. Suitable short
films may be prepared to create a lasting impression upon the audience. These
may be presented in the form of a story or a cartoon. Through the merits of the
product are presented to the audience effectively. Such films may be shown
before the start of the feature film or during interval.

2) Kinds of Films:

At present there are three kinds of films used as media of advertising:

a) Straight Advertising Films: These are most common now-a- days. These
concentrate on advertising message relating to only one product of a
particular company, such as Hindustan Lever, Tata Oil Mills (toilet
preparations), D.C.M., Gwalior Rayon, Calico etc. These are of short
duration lasting from 3 to 5 minutes.
b) Documentary Films: Documentary films are mainly used for publicity
aspect and in most cases is educative in character. They are used to show
various aspects of an industry as a whole.
c) Sponsored Advertising Films: It is a very good combination of
advertisement and entertainment. Cartoon films come under this
category.

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Advantages or Merits of Film advertising Limitation of Film advertising

1. It has a quite wide coverage. 1. The films are too short and need

2. It is able to explain and changes frequently.

demonstrate the use of a product 2. Production cost of a film is quite

quite conveniently. high.

3. The audience may not like to waste
3. Appeal is made to all sections of
time in seeing such films repeatedly.
the society.
They resent to it as they come for
4. It is never wasted as no
entertainment only.
advertisement can escape the
4. Restrictions are imposed against
attention.
screening of films, e.g., there is
5. It is effective and may pay rich censoring.
dividend to the advertiser. 5. For screening films, the cooperation
of theatres is a must which is not
easily available.

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3.6 Outdoor or mural advertising.
1) Meaning of Outdoor or Mural Advertising
Outdoor or mural advertising is the oldest form of advertising and remains the
most common media even today. It is also called wall advertising‟. Outdoor
advertising consists of a display of advertisements out of door which may be in
the form of posters, painted signs, field signs, neon light signs, hoardings and
posters carried by sandwitchmen. This is also referred to as mural advertising
as posters consisting of a picture, are often placed on walls particularly a large
one, printed directly on a wall or large photograph attached directly to a wall.
Small play cards or posters placed outside or inside carriages such as trams,
delivery-vans, buses, railway carriages etc. also come under this category. The
new form of advertising by using balloons, kites and smoke-writing in the sky is
also a part of outdoor advertising. Outdoor advertising is not always
argumentative but suggestive. The effectiveness of such advertising materially
depends on its positions. Therefore, outdoor advertisements must be placed in
such a way as can be seen by a large number of prospective customers with
ample attention. The articles suited for such advertising are those which the
masses can buy, such as food products, soaps, medicines, cigarettes, shoes,
clothes and other domestic requirements.
2) Main Characteristics of Outdoor Advertising
 It is a widespread popular advertising media which makes the goods
and services of interest to mass appeal.
 It has a comparatively longer life.
 It has a high coverage.

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  Most outdoor advertisements are big and dominant so it is a very
powerful eye-catching media.
 It is a very flexible advertising media so that the advertiser can retain
sites where he needs them most.
 It is the oldest advertising media.
3) Types, Forms or Kinds of Outdoor Advertising
Outdoor advertising may take any of the following forms:

a) Posters: This is the most common and popular form of outdoor

advertising. These are exhibited on a hoarding or on walls, roofs, fences,
chimneys etc. The posters should be simple, attractive and capable of
telling its story at a glance. Posters also give considerable scope for the
use of suitable and attractive colors. Humor can also be used with
advantage in poster-advertising.
b) Advertising Board: These are also posters which are kept at certain fixed
places especially at points where people frequently assemble, such as bus
stops, railways, crossings etc. Generally these advertising boards are
made of metallic sheet enclosed in a wooden frame and fixed with a
panel having specified height at main junctions. These are fixed and well
set with flood-lights.
c) Vehicle Advertising: It refers to moving advertisement. It consists of
placing posters or play cards inside or outside vehicles such as trams,
buses, taxies, delivery-vans, railway carriages etc. The main advantage
of this system is the small space available for such posters. These posters
are fairly sighted by the eyes and can be easily read. This method is a
very common media and is considered to be very effective.
d) Electric Displays and Signs: Signs illuminated by electricity are today to
be seen in large number in cities. This is the most modern and the most
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 attractive form of outdoor display. It may consist of wooden letters
studded with bulbs. Sometimes with a view to attract the attention,
colored bulbs are used and the colors are changed at short intervals.
Another device used to attract attention is to turn on the light on each
letter at a time to give the impression of the sign being written by an
invisible hand.
e) Neon Signs: There are brilliantly colored tubes available in various
shades. These can be of the still or the flashing type. These signs are
more attractive and interesting than the signs built up by a number of
electric bulbs.
f) Sky Advertising (Sky Writing): Sky advertising is another modern form of
outdoor advertising. In this form of advertising media an aero plane
writes the name of the product or the producer in the sky. It is also
known as „smoke writing‟ because the message is written in the sky by
means of smoke. Large sized printed balloons are also dropped from the
aero plane in the sky.
g) Sandwitchmen: They are hired persons and properly dressed who walk in
the streets in a procession with boards, posters and notices placed about
them. The idea is to attract the attention of the public. The cinema-
theatres usually arrange this kind of advertising media when a new
picture is released.
h) Stickers: It is also an important form of outdoor advertising. In this case,
the advertiser enters in a contract with the popular players that
whatever they will wear or use during the match will bear the sticker of
the advertiser.

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4) Advantages or Merits of Outdoor Advertising Media
1. It has a wide coverage.
2. It is capable of gaining more attention of the public.
3. Outdoor advertising is more useful for local dealers. Its results can be
more readily secured by using this form of advertising.
4. In big cities and high traffic areas, outdoor advertising is the most
effective form of advertising.
5. Outdoor advertising is more flexible.
6. It offers greater selectivity because it can be used locally, regionally or
even nationally.
7. It can be easily remembered.
8. It is quite economical.
9. It has comparatively long life.
10.It is a very good media to stress brand names and package identity.
5) Disadvantages or Limitations of Outdoor Advertising Media
1. It is subject to adverse reaction of the public on the ground that the
walls of the houses are used for writing outdoor advertisement even
without the permission of the owner of the house.
2. The message written under this type of advertising is too brief.
3. The exact effect created on prospects is difficult to measure.
4. The language used in writing on the wall advertising is usually
defective and sometimes immoral too. It has an adverse effect on the
public.

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3.7 Display or indoor publicity.
To display the goods means to show the goods to the people in order to induce
them to enter the shop to buy them. It is a device by which customers and
people are attracted to the shop.

1) Importance of Display:

 It is only the part of publicity which allows the people to touch the
products, to handle them or to actually see them. It is more realistic in
salesmanship.
 Another importance of display is that display is an important dealer aid.
The display technique helps the dealers to conduct an effective publicity.
 The third importance factor that has given importance to display is that,
it attracts the attention of the prospects and makes the people walk into
the shops.
 Lastly Display is importance to its effects not only on prospects but also
on suspects. It makes the message directly to the prospects through their
eyes.
2) Different Forms of Displays:

a) Window Display: If refers to showing of goods in the window of the

shop. Window of a shop means a part of the front portion of the shop
which can be seen from outside. Windows are meant for outsiders to
keep in. Window display technique is used by retailers or small
businessman because they can’t afford to spend on other Medias.
Window display is used for all types of consumer goods. It makes people
eager to know and see the products.

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b) Interior Decoration: It refers to the various designs and equipment’s
used by a retailer inside his shop. Showcases, counters, lighting
arrangement, ventilation etc. It creates a pleasant atmosphere for the
prospects and increases their comforts. Effective interior decoration does
not require lot of space but it makes appropriate use of the available
space to provide for easy movement and get up.
c) Counter Display: It refers to arranging the products located within the
shop. Counter display helps the customer to know about all the items
which are available in the shop. Such a facility is not available in window
display because all the items cannot be presented in the window.
d) Showcases: In this type, the items are presented in a cupboard with glass
front of cabinets with glass front. These are similar to window display in
the sense that, the showcases should be rectangular, items should be
placed horizontally. In showcases, items of similar nature and even size
should be grouped together so that, the customer knows the varieties of
the same type available. The showcases should contain all the items
available in the shops.
e) Showrooms: A showroom is used by many producers or dealers not only
to expose goods for sale but also demonstrate the uses and the working
of the articles. It is meant for presentation of technical products,
sophisticated goods etc. which require lot of explanation before buying
the products. Showrooms have technically qualified persons to assist the
customers when they visit the showrooms and also advice and guide
them to understand the goods better.
f) Exhibitions: The trade exhibitions are meant for introducing new
products or latest innovations in the fields of business. They are
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organized by Trade Associations of Chamber of Commerce. The main
idea behind exhibitions is that various traders, manufacturers etc. can be
induced to visit and get information about the products displayed.
In exhibition there is only presentation of the products and no sale takes
place. Exhibitions have mass approach because many people visit them.

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 Chapter 4: Advertising planning & campaign

Today the marketing manager has a range of advertising options to choose

from - from interpersonal communication to Internet. Deciding on a correct
option calls for a detailed analysis aspects.

Objectives of the lesson: After completion of this lesson the student will be able
to understand:
 Process involved in Media planning, Major Media types and Media
Vehicle.
 Significance of (a) Reach (b) Frequency and (c) Continuity in media
planning
 The five Ms. of advertising.
 Importance of planning the Advertising Campaign, Process of Planning
the Advertising Campaign

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 1. Media planning

a) Meaning

Media planning is an exercise to find the best medium or combination of media

that will produce the best overall effect relative to the needs of the advertised
brand. Media planning in general should involve optimum benefits in the long
run. The media mix, in terms of balance of usage for TV, radio and print media
or other types of media vehicles, should be such that the best utility of the
advertising budget is obtained, and duplication of audience is avoided as far as
possible.

There is no single best media strategy that is applicable in varied situations or

sometimes even in similar situations. Media strategies also differ because of
changing situations. For example, the state of the economy changes just as
consumers‟ tastes change. Advertisements for luxurious cars would therefore
not be effective during times of economic depression. Similarly, advertisements
about blue jeans, when jeans are not in fashion, would not have much impact.

To select the right media and to search the right target audience for a desired
response the advertiser or his advertising agency should go for a systematic
media planning.

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 b) steps in media planning:

The following are the steps in media planning:

1. Decide Target Market: It is necessary to decide specific market where

planned efforts can be directed.
2. Media Objectives: Media objectives are often stated in term of reach,
frequency, gross rating points and continuity.
 Reach: It refers to the number of different persons or household
exposed to a particular media schedule at least once during a specific
time period.
 Frequency: It refers to the number of times within the specified time
period that an average person or household is exposed to message.
 Gross Ratings Points: It refers to the total weight of a media effort in
quantitative terms. GRP‟s are equal to each multiplied by average
frequencies. E.g. 80% of the homes watch Chitrahar and they are
exposed on average 2.5 times within the 4 week period. The total
impact or GRP‟s = 80 × 2.5=200.
 Continuity: It refers to the timing of the media insertions.
3. Selection of Media Types: Every media plan requires that specific media
types to be selected. There are a number of advertising media available to
the advertiser for advertising the goods etc.
4. Selecting Specific Media Vehicle: Once a decision is made on media types,
specific media vehicles within each medium must be chosen.
 Media Mix: Once the media selection is decided upon, the next step is
to determine the mix of the media one must use. This will be arrived
at by considering the advertising company’s marketing objectives, its
target market, media characteristics, and it’s matching with the

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 target market. The overall advertising budget also influences the
nature of such mix, in addition to the available audience. For
example, to achieve certain advertising objectives, one may require to
use a mix of 50% newspaper, 25% magazine and the rest 25%
television. However, more than one mix may fulfill the advertising
objectives, and yet be within the overall budget cost. But one should
aim at balanced mix.
 Media Buying: The specialist who is the counter part of the media
sales representative is the media buyer. Most of these specialists
work for advertising agencies, although some are retained by
advertisers and some work for firms of media specialists who offer
media buying services to both advertising agencies and advertisers.
Media buying service is likely to be more personal and direct.
5. Allocation of Funds: The planner should than decide on the amount of funds
that would be allocated to each media type and vehicle.
6. Media Scheduling: Media scheduling could be used depending upon the
requirements of the advertisers.

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 2. Media-vehicle choice
After indemnifying the various advertising media’s, as available for a company,
the subsequent managerial task is to evaluate each media vehicle against
certain criterion and then only to decide which of the particular vehicles are
suitable for him. For such a decision, he has to evaluate the available media
vehicles against certain criterion. The major vehicle evaluation criterion are as
follows:
 Coverage: It is the most important and powerful criterion for evaluating
vehicle media. Coverage refers to the number and spread message outlets
provided by the media vehicle. When the media vehicle provides large
coverage, the changes of message exposure to customers is also greater.
Thus a media vehicle providing larger coverage should be more acceptable.
 Consumer Confidence: Consumer confidence refers to the credibility of
media in the mind of target customers. It is a relevant criterion for
evaluating a media vehicle since the credibility of advertising message is
positively related to the media vehicle’s credibility.
 Reach: Reach as an evaluation criterion refers to the vehicle’s access to
different homes or individuals over a given period of time. In case of press
media, it is indicated by readership which is arrived at by multiplying
circulation of the paper with the average number of readers per copy.
 Cost: Cost refers to the money spent on using a particular vehicle media. In
order to make a decision, it is suggested that the advertiser should make out
an inter-vehicle cost comparison.
 Timing: The reasons for the importance of the decision may be two-fold
firstly seasonal ability of product sales, and staggered effects of advertising.
The advertiser should, after considering these two elements, decide on the
scheduling of advertisements to improve the effectiveness.

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 3. Significance of Reach, Frequency and Continuity in Media Planning
Media planning means devising a program in such a manner as to optimally
use the advertising space, the broadcast time, or other advertising media, in
exposing an advertiser’s message to potential consumers. There are basically
three concepts that are generally incorporated in most planning processes:

a. Reach: Advertisers are mainly interested in the percentage of the total

market that they can reach their messages through the media in a given
area of coverage. Reach refers to the total number of households that
will be exposed to a message through a particular media vehicle over a
set period of time. This period of time may vary from advertiser to
advertiser, but generally, four weeks is considered adequate for
calculation purposes. Reach is usually expressed as a percentage of the
total number of households in a prescribed area that have been exposed
to the advertising message.
b. Frequency: Frequency is the average number of times in a given period
that each person has been exposed among the target audience by the
brand’s advertising. If the message reaches the audience by the brand’s
advertising. If the message reaches the audience just once, is it enough
to influence their buying or should they be exposed to the message more
than once in order to reinforce the message? Thus, frequency refers to
the number of exposures to the same message that each household
supposedly receives.
c. Continuity: The message should be relayed continuously to the potential
households. A long period of abstinence from advertising (that is, lack of
exposure) will jeopardize the advertisement investment of the firm. It is
necessary to have a continuous program of advertising. Continuity refers
the length of time the advertisement runs, or whether it is periodic.
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 4. Five M’s of Advertising

In developing an advertising program, marketing managers must always start

identifying the target market and buyer motives. The five major decisions in
developing an advertising program, known as five M’s

Mission What are advertising objectives?

Money How much can be spent?
Message What message should be spent?
Media What media should be used?
Measurement How the result should be evaluated

Advertising is an important promotional tool for any

marketing campaign. So much so that whenever we think of marketing we
think of advertising although it is just one of the marketing tools. Hitherto only
companies with a profit motive went in for advertising. But today government
bodies as well as non-governmental organizations (NGOs) go for high profile
advertising campaigns. The purpose here is not to increase the sales figure but
to increase the awareness of people regarding the relevant topics.
Today the marketing manager has a range of advertising options to choose
from - from interpersonal communication to Internet. Deciding on a correct
option calls for a detailed analysis aspects like objective behind advertising
(Mission), company’s earmarked budget (Money), content of communication
through advertising (Message), advertising vehicle (Media) and impact of
advertising (Measurement). These can be broadly classified in as the five Ms of
advertising.

A. Mission
First of all the marketing manager must be clear on the company’s purpose
for advertising. "Increase in sales figure" will be a very broad and to a certain
extent a vague objective. According to Mr. Philip Kotler, a renowned authority
in this field, there can be three possible objectives behind advertising:
 Information - When a new product is launched, the purpose should only
be to inform people about the product.

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  Persuasion – Persuading people to actually go out and buy the product.
This objective is of paramount importance because of cutthroat
competition. Any advertisement must be persuasive in nature, attracting
consumers towards the brand.
 Reminder - This objective is relevant for well-established companies.
These types of advertisements only try to remind the consumer of the
brand existence.
The marketing manager should establish a clear goal as on the purpose of
advertising - information, persuasion or reminder.
B. Money
After the objective has been decided upon, the next step is to decide upon the
budget. There are several methods for deciding on the advertising budget.
The most common among them is percentage of sales method. Under this
method, a certain percentage of sales are allotted for advertising expenditure.
Though this method is used widely. The company needs to spend more on
advertising when sales are down. But this method uses circular reasoning and
views sales as cause for promotion! In fact sales are a result of promotion.
Another method suggests that a company should spend as much as its
competitors are spending. This method claims that it would prevent
promotional wars. But then like each individual each company is also different.
It may not make any sense in spending like your competitor because competitor
might be on a different footing.
C. Message
As a common experience, we love some advertisements, while the others just
irritate us. An appealing ad will win consumers and will consequently induce
them to purchase the product. On the other hand, irritating ads will create an
adverse effect. This is why many companies hand over this task to advertising
agencies, which has professionals to make impact-making ads.
The message, that company wants to convey, should be put in a manner that
will arouse interest. Moreover it should convincingly highlight upon the
product’s USP. What is said is definitely important but what is more important
is how it is said. The tone should be appealing. Words used should be catchy
and retentive (memorable). These days both electronic as well as print media
are overflowing with ads. People have no time to read or see them, and
therefore they have to be attractive enough to catch the target audience’s
attention.
D. Media
Selecting the proper media vehicle for communicating the message goes a long
way in the success of any kind of advertising. Each media vehicle has its
positive and negative points, with a different reach and impact. Therefore, a

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company has to be very clear about its target audience. Choices available are
Internet, television, newspapers, magazines, direct mails, radio and hoardings.
Every one of this has its advantages and disadvantages. Companies often go in
for a media mix, i.e. they select more than one of the available choices. Timing
is of greatest significance here. Many industries face seasonal fluctuations and
pass through cycles. Therefore advertising should be timed that way to take
care of these fluctuations. A limited budget should be prudently allocated
among these media vehicles.
E. Measurement
It is necessary that effectiveness of any advertising be judged. Only on the basis
of this measurement, can further decisions regarding continuation or
termination of the particular advertising campaign be taken. An ad can be
judged on the basis of its reach and impact on sales. Good advertising is one
that generates brand awareness and consequently brand preference.
How much of sales can be attributed to advertising, is a difficult question to
answer. Sales are influenced by many factors besides advertising. It is not easy
to isolate the impact of advertising on sales.

Thus a systematic and balanced understanding of these five M’s of advertising

(Mission, Money, Message, Media, and Measurement) will help in designing a
better advertising campaigns that create a favorable impact on the target
audience.

5. Planning an advertising campaign

a) Definition

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Advertising campaign can be defined as a series of advertisements with an
identical or similar message, place in one or more of the advertising media over
a particular period of time.
An advertising campaign must be co-ordinate with other marketing efforts and
activities. This means the campaign must be correlated with the personal
selling activities of the sales force, those of the distributors of the product and
with the various other promotional efforts, which may be a part of marketing
mix.

The campaign planning is the joint effort of both the advertiser and his ad
Agency. The advertiser supplies much information about the product, the
channel of distribution, competition the product, and the firm. The agency may
collect other information from the market, in respect of target audience etc.
Advertising campaign planning simply means planning the advertising
campaign. Advertising campaign planning concerns many people in the
advertising agency, but mainly concerns the advertising manager (for the
client), account executive, marketing manager, creative director, media
planner, and PR manager. They design and plan advertising campaign for the
client.

b) Process of planning the advertising campaign

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The right advertising methods have the potential to expand your business and
to pull in more profit than originally expected, but what actually goes into these
campaigns that makes them more successful than a competitor’s?
The main steps in advertising campaign are as follows:
1. Define your advertising budget.
Knowing your budget and then working within it rather than constantly
readjusting it is wise whenever you are planning an advertisement campaign.
Based off of your allowance, decide what advertising method will get your
message the farthest for the lowest price possible.
However, there is something to be said for the “you have to spend money to
make money” mentality. Lowering your budget in other areas of your business
in order to increase your available ad spend will help get your message in
front of more people in your target demographic, and ultimately will bring in
more revenue for your company.
2. Consider your target audience.
Once you figure out who makes up a majority of your audience, you can easily
decide on an advertising method. For example, if your target audience is
mostly made up of stay at home mothers, wild posting campaigns near parks
or children’s stores may be your best choice.
3. Evaluate all of your advertising options with your budget in mind.
Internet, mail, print and video are all popular forms of advertisement. Certain
methods of advertisement are much cheaper than others, but that doesn’t
mean that they will be effective for your business.

4. If you already have advertisement campaigns out there, try to stick to a

level of consistency. This will only give your audience something to

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 remember you by or to associate your brand with. For instance, you
could stick with the same background music or the same narrator if you
were working with televised advertisements in the past.
5. Decide on the frequency in which you would like the ad to run.
For televised advertisements, you will need to think about an appropriate time
for the commercial to run. The objective is to reach your target audience so
consider the timeframes in which the advertisement would better reach them.
6. Make sure that your advertisement, regardless of its form- is catchy, to
the point, easy to understand, and entertaining.
No matter how unique and useful your business is, you won’t be nearly as
successful as you could be unless you utilize proper advertising avenues to
execute a great campaign.

6. Push and Pull promotional Strategy

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 The kind of promotional mix employed determines the promotional strategy.
Generally speaking a particular combination, type or amount of sales
promotion, personal selling, publicity and advertising are brought into the
promotional mix, which becomes the promotional strategy in the course of
implementation. The marketing strategy as much guides the determination of
the promotional strategy, which may be divided into sale promotion strategy,
personal selling strategy, publicity strategy and advertising strategy. The
strategies, sustaining promotional strategy, developmental promotional
strategy or promotional appropriation.

a. Push and Pull Strategies:

The push and pull promotional strategies may be used to enhance sales. The
push strategy concentrates on middlemen or retailers who push the sale of the
product to the final consumers. This strategy covers cooperative advertising,
attractive terms of sale, coupons and discount facilities.
 The pull strategy is directed toward the final buyers. It persuades
the buyers to go to the sellers to buy. Sales promotion, particularly
customer promotion, is an important form of the pull strategy.
Customer promotion, may call for the offer of samples, money-
refund offers, prices-off, premiums and so on.
 The push strategy asks the sellers or retailers to attract the layers.
Trade promotion is thus the main form of the push strategy. Trade
promotions refers to buying allowances, free goods, co-operative
advertising, push money, sales contests and so on. The marketing
manager has to adopt both these strategies to promote sales.

b. Features of pull strategy

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Pull strategies depend upon mass communication. Products are literally pulled
by buyers through the channels on the basis of mass promotional efforts. In a
pull strategy, the product is pulled through the channel by creating end- user
demand. Customers force retail shops to stock those mass- promoted products.
In turn, retailers demand the highly advertised product from wholesalers. The
firms having well- known brands can exercise control over channels through
pull promotion strategies. Personal salesmanship plays a secondary role in pull
promotion.
c. Features of push strategy
Industrial marketing strategies are mostly the push type strategies relying
primarily on personal selling. Also in the sale of medical products and in life
insurance, marketers have to employ a lot of salesmen to call on physicians and
prospects for life insurance. In push type promotion, personal selling expenses
are considerable and dealer margin is also higher. In this, after – sale service is
also important and marketers rely on selective distribution. Push strategy can
be successfully used when:

- We have a high quality product with unique selling points.

- Where we have a high priced product.
- We can offer adequate incentives (financial) to middlemen and their salesmen.
d. Push – Pull strategy
Most consumer goods manufacturers generally employ a push- pull
(combination) strategy to sell their products. The ratio of pull to push may
differ according to the requirements of market situation. Salesmen are used to
push the goods through the marketing channel, while advertising and sales
promotion will support personal selling to accelerate sales. Thus, all tools of
promotion work together.

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 Chapter 5: The Advertising ethics and society.

Advertising is a pervasive method of marketing in society. Though the methods

by which marketers advertise have changed over the decades, the role and
purpose of advertising has shifted very little. Whether presented in
newspapers and magazines or on television or the Internet, advertising serves
to promote a wide range of products.

Objectives of the lesson: After completion of this lesson the student will be able
to understand the various ethical issues in advertising.

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 1. Ethical issues in Advertising
Advertising law and regulations can only go so far in ensuring ethical practices
by advertising. Ultimately, professionals in the industry have to be guided by
their own ethical principles. Ethics is a set of moral principles that guide actions
and create a sense of responsible behavior.

The following are a various ethical issues in advertising:

Puffery: Puffery refers to making exaggerated claims about the product,

which cannot be proved. Advertisements are said to be in bad taste when
they offend people. Stereotyping refers to portraying men or women in a
particular role, with a negative image. Advertisements targeted at children
are considered unethical as children are not capable of processing the given
information.
Taste: Consumption of unhealthy products like fast food and tobacco
products lead to bad health. So promoting such products is not good. In
subliminal advertising, the viewer is exposed to product messages and
pictures in such a way that he is not aware of watching them. We also
discussed ethical issues in sales promotion, advertising research,
advertorials and infomercials.
Stereotyping: We went into the various regulations applicable to the
advertising industry. The self-regulation and regulatory bodies operating in
India were discussed in detail. Finally, we discussed the economic effects of
advertising on consumer choice, competition and product cost & prices.
Advertising influences people to buy heavily advertised products and pay
more, as advertising costs are often passed on to the customers.

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Targeting Children: Advertising to children continues to be one of the most
controversial topics in the industry. A 1988 study found that the average child
saw more than 20,000 TV commercials per year. One side of the controversy
favors regulation because of children’s inability to evaluate advertising
messages and make purchase decisions. The other side opposes regulation
because members of that group believe many self-regulatory mechanisms
already exist and the proper place for restricting advertising to children is in the
home.
Tobacco: One of the most heated advertising issues in recent years has been
proposed new restrictions on the advertising of tobacco. Proponents of the ban
on cigarette advertising argue that because cigarettes have been shown to
cause cancer as well as other illnesses, encouraging tobacco use promotes
sickness, injury, or death for the smoker and those inhaling second-hand
smoke. The restriction of advertising on those products would result in fewer
sales and fewer health problems for America as a whole.
In recognition of the growing public concerns about cigarette marketing,
tobacco companies have voluntarily curbed their advertising and pulled ads
from magazines with high levels of youth readership and from most outdoor
billboards.

Alcohol: Television advertising for liquor hasn’t been banned. There has been a
voluntary restriction on such advertising by the companies themselves,
however, and most networks have also refused to accept alcohol advertising.
The biggest issue for the spirits industry is charges of advertising to underage
drinkers. Liquor executives contend that they will follow voluntary advertising
guidelines to avoid images and time slots that appeal to kids. That promise has
been hard to keep because every major brand is trying to win over young
consumers.
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Unhealthy or Dangerous Products
One way to for an advertiser to make ethical decisions is to choose the route
that does no one harm. Marketers are now being forced to consider the social,
as well as nutritional, impact of their products. It used to be that consumers
were considered responsible for the products they chose to buy, but in a new
era of social responsibility, principled marketers are now more responsible for
the negative effects of the products they choose to sell. Responsibility has
become a new business principle in some industries that never thought they
were the focus of ethical questions.

Manipulative Advertising
Manipulative messages are a natural outcome of persuasion. There are times
and situations, however, where ethical issues arise. For example, manipulative
ads that play on emotions in order to create an inappropriate or overly intense
feeling may be inappropriate.

Subliminal advertising is a communication technique that uses symbols to

convey meaning but is below the threshold of normal perception. A subliminal
message is transmitted in such a way that the receiver is not consciously aware
of it.

Advertising Controversial Products

Advertising reflects the marketing and business ethics of its clients and,
because of its visibility, sometimes gets the blame for selling controversial,
unsafe, or dangerous products.

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 References

1. “Advertising and Promotion” ,Integrated marketing communication

perspective , sixth Edition George E.Belch and Michael A.Bech
2. “Advertising “forth edition: Frank Jefkins revised by Daniel Yadin
3. Philip Kotler Summary - Chapter 21: Managing Advertising, Sales
Promotion, & Public Relations
4. http://www.ehow.com/about_5089666_role-promotion-advertising.html
5. http://advertising.blurtit.com/q668630.html
6. http://www.businesstown.com/marketing/strategy-medium.asp

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