Ba9254 Advertising & Sales Promotion

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1.0 INTRODUCTION :

Marketing is dynamic, fascinating, challenging and exciting. The polices adopted by

manufacturers to attain success in the marketing mix promotion aspect is viewed as

a mean of implementing a communication strategy. The promotion is directed

towards facilitating and enhancing specific products and brands. Thus promotion is

most often intended to be a supporting component in a marketing mix. This does not

mean that it is less important than the product of other marketing decision areas.

Rather, promotion decisions must be integrated and coordinated with the rest of the

marketing mix, so that it may effectively support an entire marketing mix strategy.

The promotion mix consists of four basic elements :

1.Advertising

2.Personal selling

3.Sales promotion

4.Publicity.

Figure 1.1 shows the components of promotion mix.

Figure 1.1 - Components of promotion mix.

PROMOTION

PUBLICITY

PERSONAL

SELLING

SALES

PROMOTION

ADVERTISING

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Today the word ' advertising ' is a very common term known to us. It figures in

each of our lives every day. The term ' advertising ' is derived from the Latin word '

advertere ' which means ' to turn the attention '.

Definition : Advertising :

American Marketing Association ( AMA ) defines advertising as, " any paid

form of non - personal presentation of ideas, goods or services by an

identified sponsor ".

Advertising:

Definition:

Paid form of non personal communication about an organization or its products that is

transmitted to a target audience through a mass/broadcast medium.

Pros

Flexibility allows you to focus on a small, precisely defined segment (School

newspapers) or a mass market (baseball show = Males, 35-50).

Cost efficient-reach a large number at a low cost per person, allows the message to

be repeated, and can improve public image.

Allows for repeating the message-lets the buyer receive and compare the messages

of various competitors.

Very expressive, allows for dramatization.

Also used to build a long term image of a product.

Trigger quick sales, Sears advertising a weekend sale.

Cons

Absolute $ outlay very high, make a national TV ad. approx $150,000, local ad.

$60,000. 30 second spot, Superbowl $1.1 m 1995

Rarely provides quick feedback, or necessarily any feedback

Less persuasive than personal selling

Audience does not have to pay attention

Indirect feedback (without interactivity)



http://www.udel.edu/alex/chapt19.html#introduction

SCOPE AND IMPORTANCE OF ADVERTISING advertisements are important for:

standardized products

products aimed at large markets

products that have easily communicated features

products low in price

products sold through independent channel members and/or are new.

BROADCAST AD SPENDING IS AT AN ALL TIME HIGH DUE TO HEAVY

COMPETITION IN THE:

computer industry

telecommunications industry

auto industry

whenever severe competition between marketers, introducing new products etc.

even with evolution of direct marketing, and interactive media.

NATURE OF ADVERTISING used by many types of organizations including churches, universities, civic groups and

charities, politicians!!

Need to consider the following issues:

does the product possess unique, important features to focus on unique selling

point (usp)

are the hidden qualities important to the buyers

is the general demand trend for the product adequate

is the market potential for the product adequate

is the competitive environment favorable

is the organization able and willing to spend the required money to launch an

advertising campaign



http://www.udel.edu/alex/chapt11.html#new

http://www.udel.edu/alex/chapt11.html#new

USE OF ADVERTISING classic distinctions

Promoting Products or Organizations

Institutional advertising promotes organizations, images, ideas or political issues.

Ie beer company sponsors responsible drinking to promote the company image.

Philip morris advertising

Product advertising promotes goods and services.

Stimulating Primary and Selective Demand

First to introduce product needs to stimulate primary demand. Pioneer advertising

informs people about the product (introduction stage of the product life cycle). Do

not emphasize the brand name.

Can also be used to stimulate the demand for a product group, ie beef council.

For selective demand, advertisers use competitive advertising, brand uses, benefits

not available with other brands. Can use comparative advertising, 1988 trademark

law revision act, cannot misinterpret. American Express et al.

Handout...When Visa and American Express...

Deals with the competitive advertising between visa and amex

At&t true rewards...using new kind of math/use former mci customers

mci friends and family...hammer advantages of friends ff..."put it in writing"...

Sprint 10 cents a minute

Offsetting Competitors Advertising

Defensive advertising, offset to lessen the effect of competitors advertising. Used

in fastfood industry, extremely competitive consumer products markets.



http://www.udel.edu/alex/chapt12.html#introduction

Making salespersons more effective

Tries to presell product to buyers by informing them of uses, features and benefits-

encourage them to contact dealers etc. Cars...bring to retail store.

Increasing use of product

Consumer can consume only so much of a product, this limits absolute demand.

May need to convince the market to use the product in more than one way.

Reminding and reinforcing customers

Reminder, need to keep company/product name at the forefront of consumers'

minds in the competitive marketplace. Reinforcement prevents cognitive

dissonance.

Reducing Sales fluctuations

increase sales during slow periods will help increase production efficiency, ie

advertising reduced prices of lawn mowers in the winter months (reduce inventory

costs). coupons for pizza only mon-thurs.

objectives of advertising

inform

informative advertising, seeks to tell the market about the product, explain how the product works, provide information on pricing, and build awareness of both the product and the company. such objectives are normally pursued at the launch of a new product, or re-launch / up-date of an existing product.



http://www.udel.edu/alex/chapt6.html#dissonance

http://www.udel.edu/alex/chapt6.html#dissonance

example : the dyson contrarotator

the dyson contrarotator™ is the only 2-drum wash action washing machine on the market. a key objective for dyson is to inform the market about this unique product, explaing how the product works, and its advantages over normal washing machines. click to link to view examples of informative dyson advertising

persuade

here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition. advertising of this nature is required in highly competitive markets, where a range of products compete directly with each other. in such circumstances businesses often seek to differentiate their product through comparison advertising – either directly or indirectly comparing its product to that of its competitors.

example : halifax 'who gives you extra' campaign

the halifax 'who gives you extra' campaign has been an extremely succesful example of comparative advertising, used to persuade savers to switch banks. in a highly competitive market, the aim of the work is to show the extra value the bank delivers to customers across a range of financial services, and was produced by the delaney lund knox warren & partners agency. click to link to view examples of comparative advertising by halifax

remind

reminder advertising, is used to maintain interest and awareness of a well established product in the market, often in the latter stages of its product life cycle. it is often used at the point-of-purchase to



remind consumers of the brand. such advertising is used by the likes of coca-cola and other leading brands, to maintain their position in the market.

1.4 SOCIAL EFFECTS OF ADVERTISING :

A discussion of the social issues in advertising covers the means of advertising as well

as its effects. The points raised below include questions of manipulkation of

consumers against their will .

1. Deception / Deceptive advertising :

There should not be misrepresentation to make it appera thatit is true. Some

advertisements may be deceptive, although technically or literally it may not be true.

The claim may be untrue in the light of prevailing practises.

2. Manipualtion :

Critics of advertising feels that the freedom of choice of consumers is restricted by the

power of advertising since it can maipuallte buyers into making a decsion against

their will or interests.

3. Taste :

Some critics feel that advertising has adverse effects as creative exposition may not

always be in good taste.

4. Materailism :

Advertising is accused of promoting materialism by inducing people to attach too

much importnce to the material asepcts of life.

5. Promoting stereo types :

By portyaying certain individuals in certain roles, advertising promotes stereo types.

Women are usully portrayed as housewifes or mothers.

6. Advertising to children :

It is argued that children are more suceptible to deception, lack of perceptual

defenses that adults have and cannot objectively evaluate advertisement. Thus there

is substantial scope for manipulation of children specifically through Tv advertising.



7. Advertising creates insecurity :

Advertising can make people worry about tooth decay, body odur, lack of self

confidence and many other ills while claiming that the advertised products will reduce

these worries.

An advertising agency or ad agency is a service business dedicated to creating,

planningand handling advertising (and sometimes other forms of promotion) for its

clients. an ad agency is independent from the client and provides an outside point of view

to the effort of selling the client's products or services. an agency can also handle overall

marketing andbranding strategies and sales promotions for its clients.

typical ad agency clients include businesses and corporations, non-profit organizations

and government agencies. agencies may be hired to produce an advertising campaign.

History George reynell, an officer at the london gazette, set up what is believed to be the first

advertising agency in london, united kingdom, in 1812. This remained a family business

until 1993, as 'reynell & son', and is now part of the tmp worldwide agency (uk and

ireland) under the brand tmp reynell.[citation needed] another early advertising agent in

london was charles barker, and the firm he established traded as 'barkers' until 2009 when

it went into administration.

Volney b. Palmer opened the first american advertising agency, in philadelphia in 1850.

This agency placed ads produced by its clients in various newspapers

Produce "photographs, ambrotypes and daguerreotypes. His ads were the first whose

typeface and fonts were distinct from the text of the publication and from that of other

advertisements. At that time all newspaper ads were set in agate and only agate. His use

of larger distinctive fonts caused a sensation. Later that same year robert bonner ran the

first full-page ad in a newspaper.

In 1864, william james carlton began selling advertising space in religious magazines.

James walter thompson joined this firm in 1868. Thompson rapidly became their best

salesman, purchasing the company in 1877 and renaming it the james walter thompson

company, which today is the oldest american advertising agency. Realizing that he could

sell more space if the company provided the service of developing content for advertisers,

thompson hired writers and artists to form the first known creative department in an

advertising agency. He is credited as the "father of modern magazine advertising" in the

us.

TYPES OF ADVERTISING AGENCIES Ad agencies come in all sizes and include everything from one or two-person shops

(which rely mostly on freelance talent to perform most functions), small to medium sized

agencies, large independents such as smart and taxi, and multi-national, multi-agency

conglomerates such as omnicom group, wpp group, publicis, interpublic group of

companies andhavas.



Limited-Service Advertising Agencies Some advertising agencies limit the amount and kind of service they offer. Such agencies

usually offer only one or two of the basic services. For example, although some agencies

that specialize in "creative" also offer strategic advertising planning service, their basic

interest is in the creation of advertising. Similarly, some "media-buying services" offer

media planningservice but concentrate on media buying, placement, and billing.

When the advertiser chooses to use limited-service advertising agencies, it must assume

some of the advertising planning and coordination activities that are routinely handled by

the full-service advertising agency. Thus, the advertiser who uses limited-service

agencies usually takes greater responsibility for the strategic planning function, gives

greater strategic direction to specialist creative or media agencies, and exercises greater

control over the product of these specialized agencies, ensuring that their separate

activities are well-ordered and -coordinated.

Specialist Advertising Agencies In addition to the full-service, general-line advertising agencies, there are also agencies

that specialize in particular kinds of advertising: recruitment, help-wanted, medical,

classified, industrial, financial, direct-response, retail, yellow pages,

theatrical/entertainment, investment, travel, and so on.

Specialization occurs in such fields for a variety of reasons. Often, as in recruitment

advertising, for example, specialized media or media uses are involved that require

knowledge and expertise not ordinarily found in a general-line agency. In other cases,

such as medical or industrial advertising, the subject is technical and requires that writers

and artists have training in order to write meaningful advertising messages about it.

Such specialist advertising agencies are also usually "full-service," in that they offer all

the basic advertising agency services in their area of specialization plus other, peripheral

advertising services related to their area of specialization.

In-house advertising agencies Some advertisers believe that they can provide such advertising services to themselves at

a lower cost than would be charged by an outside agency.

Interactive Agencies Interactive agencies may differentiate themselves by offering a mix of web

design/development, search engine marketing, internet advertising/marketing, or e-

business/e-commerceconsulting. Interactive agencies rose to prominence before the

traditional advertising agencies fully embraced the internet. Offering a wide range of

services, some of the interactive agencies grew very rapidly, although some have

downsized just as rapidly due to changing market conditions. Today, the most successful

interactive agencies are defined as companies that provide specialized advertising and

marketing services for the digital space. The digital space is defined as any multimedia-

enabled electronic channel that an advertiser's message can be seen or heard from. The



'digital space' translates to the internet, kiosks, cd-roms, dvds, and lifestyle devices (ipod,

psp, and mobile). Interactive agencies function similarly to advertising agencies, although

they focus solely on interactive advertising services. They deliver services such as

strategy, creative, design, video, development, programming (flash and otherwise),

deployment, management, and fulfillment reporting. Often, interactive agencies provide:

digital lead generation, digital brand development, interactive marketing and

communications strategy, rich media campaigns, interactive video brand experiences,

web 2.0 website design and development, e-learning tools, email marketing, seo/sem

services, ppc campaign management, content management services, web application

development, and overall data mining & roi assessment.

The recent boost in the interactive agencies can also be attributed to the rising popularity

of web-based social networking and community sites. The creation of sites such as

myspace, facebook and youtube have sparked market interest, as some interactive

agencies have started offering personal and corporate community site development as one

of their service offerings. It still may be too early to tell how agencies will use this type

of marketing to monetize client roi, but all signs point to online networking as the future

of brand marketing and interactive being the core of brand's communication and

marketing strategy.

Due to the social networking explosion, new types of companies are doing reputation

management. This type of agency is especially important if a company needs online

damage control. If a customer becomes disgruntled, it is very easy to damage a

company's reputation via social networking sites. Because of how rapidly the information

spreads, it becomes absolutely necessary to address any rumors, gossip or other negative

online press immediately.

Search Engine Agencies Lately, pay per click (ppc) and (seo) search engine optimization firms have been

classified by some as 'agencies' because they create media and implement media

purchases of text based (or image based, in some instances of search marketing) ads. This

relatively young industry has been slow to adopt the term 'agency', however with the

creation of ads (either text or image) and media purchases, they do technically qualify as

'advertising agencies'.

Social Media Agencies Social media agencies specialize in promotion of brands in the various social media

platforms like blogs, social networking sites, q&a sites, discussion forums, microblogs

etc. The two key services of social media agencies are:

social media marketing

online reputation management

Healthcare Communications Agencies Healthcare communications agencies specialize in strategic communications and

marketing services for the healthcare and life science industries. These agencies

distinguish themselves through an understanding of the strict labeling and marketing



guidelines mandated by the u.s. Food and drug administration (fda) and industry group

guidelines, most notably advamed and pharma.

Notable examples include: dudnyk

Medical Education Agencies Medical education agencies specialize in creating educational content for the healthcare

and life science industries. These agencies typically specialize in one of two areas:

promotional education - education and training materials tied to the promotion of a

given product or therapy

continuing medical education - accredited education and training materials created

for continuing physician and medical professional education.

Other Agencies While not advertising agencies, enterprise technology agencies often work in tandem

with advertising agencies to provide a specialized subset of services offered by some

interactive agencies: web 2.0 website design and development, content management

systems, web application development, and other intuitive technology solutions for the

web, mobile devices and emerging digital platforms.

The student-run advertising agency model, which mainly operates out of university

classrooms or as a student groups, provides free advertising services to clients in

exchange for the educational opportunity.

AGENCY DEPARTMENTS

creative department

The people who create the actual ads form the core of an advertising agency. Modern

advertising agencies usually form their copywriters and art directors into creative teams.

Creative teams may be permanent partnerships or formed on a project-by-project basis.

The art director and copywriter report to a creative director, usually a creative employee

with several years of experience. Although copywriters have the word "write" in their job

title, and art directors have the word "art", one does not necessarily write the words and

the other draw the pictures; they both generate creative ideas to represent the proposition

(the advertisement or campaign's key message). Creative departments frequently work

with outside design or production studios to develop and implement their ideas. Creative

departments may employ production artists as entry-level positions, as well as for

operations and maintenance. The creative process forms the most crucial part of the

advertising process.

account services

Agencies appoint account executive to liase with the clients. The account executives need

to be sufficiently aware of the client’s needs and desires that can be instructed to the

agency’s personnel and should get approval from the clients on the agency’s

recommendations to the clients. Creativity and marketing acumen are the needed area of

the client service people. They work closely with the specialists in each field.



media services

The media services department may not be so well known, but its employees are the

people who have contacts with the suppliers of various creative media. For example, they

will be able to advise upon and negotiate with printers if an agency is producing flyers for

a client. However, when dealing with the major media (broadcast media, outdoor, and the

press), this work is usually outsourced to a media agency which can advise on media

planning and is normally large enough to negotiate prices down further than a single

agency or client can.

production

Without the production department, the ads created by the copywriter and art director

would be nothing more than words and pictures on paper. The production department, in

essence, ensures the tv commercial or print ad, etc., gets produced. They are responsible

for contracting external vendors (directors and production companies in the case of tv

commercials; photographers and design studios in the case of the print advertising or

direct mailers). Producers are involved in every aspect of a project, from the initial

creative briefing through execution and delivery. In some agencies, senior producers are

known as "executive producers" or "content architects".

Modern agencies might also have a media planning department integrated, which does all

the spot's planning and placements

other departments and personnel

In small agencies, employees may do both creative and account service work. Larger

agencies attract people who specialize in one or the other, and indeed include a number of

people in specialized positions: production work, internet advertising, planning, or

research, for example.

An often forgotten, but integral, department within an advertising agency is traffic. The

traffic department regulates the flow of work in the agency. It is typically headed by a

traffic manager (or system administrator). Traffic increases an agency's efficiency and

profitability through the reduction of false job starts, inappropriate job initiation,

incomplete information sharing, over- and under-cost estimation and the need for media

extensions. In small agencies without a dedicated traffic manager, one employee may be

responsible for managing workflow, gathering cost estimates and answering the phone,

for example. Large agencies may have a traffic department of five or more employees.

Advertising interns are typically university juniors and seniors who are genuinely

interested in and have an aptitude for advertising. Internships at advertising agencies

most commonly fall into one of five areas of expertise: account services, interactive,

media, public relations and traffic.

An internship program in account services usually involves fundamental work within

account management as well as offering exposure to other facets of the agency. The

primary responsibility of this position is to assist account managers. Functions of the

account management intern may include:

• research and analysis: gathering information regarding industry, competition, customer

product or service; as well as presenting findings in verbal/written form with

recommendations



• involvement in internal meetings and, when appropriate, client meetings

• assisting account services in the management of creative projects

Interns often take part in the internal creative process, where they may be charged with

creating and managing a website as well as developing an advertising campaign. Hands

on projects such as these help interns learn how strategy and well-developed marketing

are essential to a sound advertising and communications plan.

During their internship, the intern will experience the development of an ad, brochure and

broadcast or communications project from beginning to end. During the internship, the

intern should be exposed to as much as possible within the agency and advertising

process.

TOP ADVERTISING COMPANIES OF INDIA: Ogilvy and mather:

This is one of the leading advertising company in india. This organization believes that

devotion to the brand defines the profile of their company. This company has offices

across the globe. The objective of the company is to build brands. I t is a subsidiary of

wpp group plc. The headquarter of the company is in new york.

J walter thompson india:

One of the most popular company in the advertising industry is j walter thompson india.

Their objective is to make advertising a part of the life of the consumers. This is also

world's best advertising brand with about 200 offices in 90 countries. This company is the

first one to introduce pioneer careers in ad for women,sex-appeal ads and also produced

the first ever sponsored -tv program.

Mudra communication pvt. Ltd:

This is one of the renowned advertising company of india. This advertising organization

was founded in the year 1980 at mumbai. Recently the ad company declared the addition

of public relations,rural marketing,events etc. The head office of the company is in

bombay area.

Fcb-ulka advertising ltd:

One of the best company in india in the advertising arena is fcb-ulka advertising ltd. In us

,this advertising company ranks third and tenth in the world having about 188 offices in

102 countries. Their aim is to reflect the needs of the brand and not the personality of the

brand. It has about 500 professionals and no prima donnas.

Rediffusion-dy&r:

this advertising company of india has made a benchmark in the field of creativity. india's

5th largest advertising company is rediffusion. this advertising agency offers a wide array

of integrated pr services for external and internal communications. the primary strength

of the company lies in the media relations.

mccann-erickson india ltd:

the prominent name among the best advertising companies of india is mccann-erickson

india ltd. they define work in relation to the impact that advertising has on the lives of



masses. the testimony of the company in which it firmly believes is the campaign of coca

-cola-'thanda matlab coca cola'.

rk swamy/bbdo advertising ltd:

it maintained the record of remaining consistently among the top ten advertising agencies

in india. established in 1973,this advertising reached great heights. this is also india's no.1

research company in the market sector and is fully run by indians. brand equity is an

integral part of the company.

grey worldwide (i) pvt. ltd:

a significant name in india in the world of advertising agencies is grey worldwide (i) pvt

ltd.the company is primarily based in mumbai and has offices in kolkata, ahmedabad,

bangalore and new delhi. it is a subsidiary of grey worldwide. the company specializes in

advertising and marketing services.

leo burnett india pvt. ltd :

it has a significant presence in about 96 offices in 10 countries. this advertising agency

was awarded the 'worldwide agency of the year' in 2004.they are proficient in explaining

how a single image is worth thousand words and can break the barriers of language but

not at the cost of the ad's emotional power.

contract advertising india ltd:

this advertising company of india is one of the leading advertising agencies in india. it is

one-to-one customer lifecycle management advertising agency. it was founded in 1992

and is situated in mumbai. it offers a wide range of services like online marketing and

strategy and many others.

ADVERTISING MEDIA SELECTION IS THE PROCESS Choosing the most cost-effective media for advertising, to achieve the required coverage

and number of exposures in a target audience.

Performance

This is typically measured on two dimensions: frequency and spread.

Frequency

To maximize overall awareness, the advertising must reach the maximum number of the

target audience. There is a limit for the last few per cent of the general population who

don't see the main media advertisers use. These are more expensive to reach. The

'cumulative' coverage cost typically follows an exponential curve. Reaching 90 per cent

can cost double what it costs to reach 70 per cent, and reaching 95 per cent can double

the cost yet again. In practice, the coverage decision rests on a balance between desired

coverage and cost. A large budget achieves high coverage—a smaller budget limits the

ambitions of the advertiser.

1. Frequency—even with high coverage, it is insufficient for a target audience

member to have just one 'opportunity to see' (ots) the advertisement. In traditional media,

around five ots are believed required for a reasonable impact. To build attitudes that lead

to brand switching may require more. To achieve five ots, even in only 70 per cent of the

overall audience, may require 20 or 30 peak-time transmissions of a commercial, or a

significant number of insertions of press advertisements in the national media. As these



figures suggest, most consumers simply don't see the commercials that often (whereas the

brand manager, say, sees every one and has already seen them many times before their

first transmission, and so is justifiably bored).

The life of advertising campaigns can often extend beyond the relatively short life usually

expected. Indeed, as indicated above, some research shows that advertisements require

significant exposure to consumers before they even register. As david ogilvy long ago

recommended, "if you are lucky enough to write a good advertisement, repeat it until it

stops selling. Scores of good advertisements have been discarded before they lost their

potency."

Spread More sophisticated media planners also look at the 'spread' of frequencies. Ideally all of

the audience should receive the average number of ots. Those who receive fewer are

insufficiently motivated, and extra advertising is wasted on those who receive more. It is,

of course, impossible to achieve this ideal. As with coverage, the pattern is weighted

towards a smaller number—of heavy viewers, for example—who receive significantly

more ots, and away from the difficult last few percent. However, a good media buyer

manages the resulting spread of frequencies to weigh it close to the average, with as few

audience members as possible below the average.

Frequency is also complicated by the fact that this is a function of time. A pattern of 12

ots across a year may be scarcely noticed, whereas 12 ots in a week is evident to most

viewers. This is often the rationale for advertising in `bursts' or `waves' (sometimes

described as `pulsing'). This concentrates expenditure into a number of intense periods of

advertising, spread throughout the year, so brands do not remain uncovered for long

periods.

Media buyers In the end, it is the media buyers who deliver the goods; by negotiating special deals with

the media owners, and buying the best parcels of `slots' to achieve the best cost (normally

measured in terms of the cost per thousand viewers, or per thousand household

ìmpressions', or per thousand impressions on the target audience. The "best cost" can

also be measured by the cost per lead, in the case of direct response marketing). The

growth of the very large, international, agencies has been partly justified by their

increased buying power over the media owners.

Types of media and their characteristics In terms of overall advertising expenditures, media advertising is still dominated by press

and television, which are of comparable size (by value of 'sales'). Posters and radio

follow some way behind, with cinema representing a very specialist medium.

Press

In the united kingdom, spending is dominated by the national and regional newspapers,

the latter taking almost all the classified advertising revenue. The magazines and trade or

technical journal markets are about the same size as each other, but are less than half that

of the newspaper sectors.

national newspapers - these are still traditionally categorized, from the media

buyer's viewpoint, on the basis of class; even though this is of declining importance to



many advertisers. `quality' newspapers for example, tend to have a readership profile of

in excess of 80 per cent of abc1 readers, though it is more difficult to segment readerships

by age categories. They are obviously best matched to national advertisers who are happy

with black and white advertisements, although colour is now available - and high-quality

colour is available in some supplements. National newspapers in general, and the quality

press in particular, are supposed to carry more `weight' with their readers (since they are

deliberately read, not treated just as `background'); so that an advertisement placed in one

is taken more seriously than a comparable one in a regional newspaper, although it may

be more transitory (since it is not kept for reference as some local weeklies may be).

regional newspapers—these may be dailies, which look and perform much like

the nationals, or weeklies, which are more specialized, though they dominate the

classified advertising market. There is usually much more advertising competing for the

reader's attention, and the weekly newspaper is now largely the province of the 'free-

sheet'—typically delivered free to all homes in a given area—which earn revenue from

their high proportion of advertising, and accordingly having the least `weight' of all.

Advertisements in newspapers, referred to as ìnsertions', are usually specified as so

many centimetres across so many columns. In these days of metrication, a multiple of 3

cm is used as the standard measure in the uk, instead of the previously traditional inch.

Thus, a `30 cm double' is an advertisement that is 30 cm long, down the page, and across

two columns of type; where the width of columns varies from paper to paper - an

important consideration when you are having the printing `blocks' made. The position is

also often specified; so that, for example, an advertiser of a unit trust will probably pay

extra to make certain that the insertion is next to the financial pages.

magazines—these offer a more selective audience (which is more ìnvolved', with

the editorial content at least). Magazines are traditionally categorized into general

interest, special interest and trade or technical. The advertiser will, therefore, be able to

select those that match the specific profile demanded by the advertising strategy. The

weight, or àuthority', of magazines is correspondingly high, and they may be kept for a

considerable time for use as reference - and passed to other readers (so that `readership'

figures may be much higher than `circulation' figures). They can offer excellent colour

printing; but, again, the clutter of many competing advertisements may reduce the impact

of the advertiser's message.

trade and technical - in the trade and professional fields there are now a significant

number of 'controlled circulation' magazines. These are like the `free press', in that they

are delivered free to the recipients; but, at least in theory, those recipients should have

been carefully screened to ensure that they are of value to the advertisers - and the

circulation can, if properly controlled, represent a wide cross-section of the buyers, and

influencers, in the advertiser's target audience. The rates for positioning are usually more

varied than for newspapers, with premiums being paid for facing editorial matter and, of

course, for colour.

Television This is normally the most expensive medium, and as such is generally only open to the

major advertisers, although some regional contractors offer more affordable packages to



their local advertisers. It offers by far the widest coverage, particularly at peak hours

(roughly 7.00—10.30 p.m.) And especially of family audiences. Offering sight, sound,

movement and colour, it has the greatest impact, especially for those products or services

where a 'demonstration' is essential; since it combines the virtues of both the 'story-teller'

and the `demonstrator'. To be effective, these messages must be simple and able to

overcome surrounding family life distractions—especially the tv remote.

Television is relatively unselective, and offers relatively poor coverage of upper class and

younger age groups. Being regionally based, however, it can be used for regional trials or

promotions (including test markets).

The price structures can be complicated, with the 'rate card' (the price list) offering

different prices for different times throughout the day. This is further complicated by a

wide range of special promotional packages and individual negotiations. This

complication provides work for specialist media buyers.

satellite television—long believed the medium of the future, as once was cable

television— has largely fulfilled that expectation in the us. It is now an important feature

in other countries, though terrestrial 'freeview' broadcasting poses a challenge.

Posters This is something of a specialist medium, which is generally used in support of

campaigns using other media. On the other hand, some advertisers, particularly those in

brewing and tobacco, have successfully made significant use of the medium; although, to

achieve this, they have developed the requisite expertise to make efficient use of its

peculiarities.

The main roadside posters are described in terms of how the poster is physically posted

on to them (pasted on, one sheet at a time, by a bill-poster); as 16 sheet (the main, 10' x

6'8" size in vertical format) and 48 sheet (10' x 20', in horizontal/landscape format).

Those smaller ones, seen in pedestrian areas, are typically four sheet (5' x 3'4"). The best

sites are typically reserved for the long-term clients, mainly the brewers and tobacco

companies (hence one reason for their success in use of the medium), so that new users

may find this a relatively unattractive medium.

This industry is also known as out of home media. However, this category is not limited

to posters and billboards. It may involve the use of media space in airports, malls,

convenience stores, etc., and it could even tie into guerilla marketing, a nontraditional

approach to advertising that may involve grassroots tactics (e.g. Posting branded stickers

or static clings to buildings, restrooms, and other surfaces in metropolitan areas).

In malaysia there are numerous sizes from 10'x40', 20'x60', 20'x80' to 40'x60'. In both

formats..landscape and portrait. Current outdoor media owners include seni jaya and big

tree.

Radio Radio advertising has increased greatly in recent years, with the granting of many more

licenses. It typically generates specific audiences at different times of the day—adults at



breakfast, housewives, and commuters during rush hours. It can be a cost-effective way

of reaching these audiences—especially since production costs are much cheaper than

television, though the lack of visual elements may limit the message.

Cinema

Though national audience numbers are down, this may be the most effective medium for

extending coverage to younger age groups, since the core audience is 15 to 24.

Internet/web advertising

This rapidly growing marketing force borrows much from the example of press

advertising, but the most effective use—adopted by search engines—is interactive.

Mobile advertising

Personal mobile phones have become an attractive advertising media to network

operators, but are relatively unproven and remain in media buyers' sidelines.

Audience research

Identifying the audience for a magazine or newspaper, or determining who watches

television at a given time, is a specialized form of market research, often conducted on

behalf of media owners.

Press figures are slightly complicated by the fact that there are two measures: readership

(total number of readers of a publication, no matter where they read it), and circulation

(the number of copies actually sold, which is mostly independently validated).

Advertising-free media

Advertising-free media refers to media outlets whose output is not funded or subsidized

by the sale of advertising space. It includes in its scope mass media entities such as

websites,television and radio networks, and magazines.

The public broadcasters of a number of countries air without commercials. Perhaps the

best known example of this is the united kingdom's public broadcaster, the bbc, whose

domestic networks do not carry commercials. Instead, the bbc, in common with most

other public broadcasters in europe, is funded by a television licence fee levied on the

owners of all television sets.

A 2006 report by the senate of canada suggested that the country's public broadcaster, the

canadian broadcasting corporation, be funded sufficiently by the federal government so

that it could air without any advertising[1].

Advertising media scheduling

Scheduling refers to the pattern of advertising timing, represented as plots on a yearly

flowchart. These plots indicate the pattern of scheduled times advertising must appear to

coincide with favorable selling periods. The classic scheduling models are continuity,

flighting and pulsing.

Continuity This model is primarily for non-seasonal products, yet sometimes for seasonal products.

Advertising runs steadily with little variation over the campaign period.

There may be short gaps at regular intervals and also long gaps—for instance, one ad

every week for 52 weeks, and then a pause. This pattern of advertising is prevalent in

service and packaged goods that require continuous reinforcement on the audience for top

of mind recollection at point of purchase.



Advantages:

works as a reminder

covers the entire purchase cycle

cost efficiencies in the form of large media discounts

positioning advantages within media

Program or plan that identifies the media channels used in an advertising campaign, and

specifies insertion or broadcast dates, positions, and duration of the messages.

Flighting (or "bursting") In media scheduling for seasonal product categories, flighting involves intermittent and

irregular periods of advertising, alternating with shorter periods of no advertising at all.

For instance, all of 2000 target rating poinered in a single month, "going dark" for the rest

of the year. Halloween costumes are rarely purchased all year except during the months

of september and october.

Advantages:

advertisers buy heavier weight than competitors for a relatively shorter period of

time

little waste, since advertising concentrates on the best purchasing cycle period

series of commercials appear as a unified campaign on different media vehicles

Pulsing Pulsing combines flighting and continuous scheduling by using a low advertising level all

year round and heavy advertising during peak selling periods. Product categories that are

sold year round but experience a surge in sales at intermittent periods are good candidates

for pulsing. For instance, under-arm deodorants, sell all year, but more in summer

months.

Advantages:

covers different market situations

advantages of both continuity and flighting possible

An advertising campaign is a series of advertisement messages that share a single idea

and theme which make up an integrated marketing communication (imc). Advertising

campaigns appear in different media across a specific time frame.

The critical part of making an advertising campaign is determining a champion theme as

it sets the tone for the individual advertisements and other forms of marketing

communications that will be used. The campaign theme is the central message that will

be communicated in the promotional activities. The campaign themes are usually

developed with the intention of being used for a substantial period but many of them are

short lived due to factors such as being ineffective or market conditions and/or

competition in the marketplace and marketing mix.

The goal of advertising is to cost-effectively reach a large audience and attract

customers. If done correctly, advertising can enhance the success of your business.

Here are 10 advertising tips to pay attention to:



1. Go after your target audience. An advertising campaign should be geared to your

niche market. It is a common mistake to create generic ads that do not speak the language

or grab the attention of your potential customers. For more information, read how to

identify and reach niche markets for your business.

2. Highlight your competitive advantage. One of the keys to all advertising is to

accentuate the pros of your company, those factors that give you your competitive edge.

Too many ads are clever but fail to sell the benefits of the product or service.

3. Establish an image. You can recognize the mcdonald's arches while whizzing by

on the highway. Likewise, there are plenty of products that you recognize by their

packaging or logo. Image counts when it comes to advertising and promoting your

business. Too many advertisers do not work to build a consistent image. Check out three

brand identity myths that will bring your business downfor additional issues to avoid.

4. You have to spend money to make money.there are ways to save money, but

typically advertising is not the place to cut corners. It will affect sales, and that affects the

bottom line. Successful advertising may cost some money, but that is because it works.

Check out more bang for your advertising buck for cost-cutting tips that won't cut your

goals.

5. Advertise in the right places. Your favorite magazine, radio station, or even

television program might not be a favorite of your audience. Know what they read,

watch, and listen to, and advertise in media that reaches your target market.

6. Don't allow your budget to run your advertising campaign. If you budget $5,000

per month for advertising, you've made it very easy from a bookkeeping perspective.

However, if like most businesses you have seasonal highs and lows, you are spending too

much money advertising during down times and not enough when you want to attract

customers. Too many entrepreneurs do not budget according to their seasonal advertising

needs.

7. Diversify. It is all too common for business owners to choose the best place to

advertise based on price and potential rate of returns and then stop. As is the case with

investing, you do not want to put all of your eggs in one basket. Spread your advertising

dollars around.

8. Don't try to be everything to everyone. No product or service will appeal to

everyone. Many business owners, including corporate executives, try to come up with

ways to reach every market. Typically, this does not work. It can spell disaster for small

businesses, who cannot afford to spread themselves too thin. Therefore, find your market

and be everything you can be to that audience.

9. Test your ads in advance. If you have the time or money to invest in focus groups,

you should test your ads on other people. Do they understand and accept the message that

you are trying to convey? For further information, read focus groups: how they can work

for your small business. There are other less-expensive ways to test your ads as well:

questionnaires, for example. The article creating questionnaires for gathering market

research can be helpful.



10. Monitor your ads. It is very easy to ask new customers or clients where they heard

about you. As simple as this is, many entrepreneurs do not bother to do so. It is

advantageous to know which ads generate business.

Unit 2

A wise man once said, "the person who saves money by not advertising is like the man

who stops the clock to save time." in today's fast-paced, high-tech age, businesses have to

use some form of advertising to make prospects aware of their products and services.

Even a famous company like coca-cola continually spends money on media advertising

to support recognition of their products. Last year coca-cola spent more than $150 million

to keep its name in the forefront of the public's eye. So the question isn't whether or not

you can afford to advertise, you simply must if you want your business to succeed.

Some questions you should consider before buying ads are (small business advertising

marketing media):

1. What marketing media is the best to use?

2. How important is creativity?

3. Is there a way to buy space and time that will stretch my advertising budget?

When it comes to advertising, a lot of people really don't know what they want, where to

get it or what to do with it after they have it. This guide will help you learn to determine

what type of advertising media is best for you, and learn to identify guidelines you can

use to obtain the advertising exposure you need. It will help you identify ways to make

your advertising more cost efficient.

Advertising is an investment in your business's future. And like any investment, it's

important to find out as much as you can before you make a decision. You'll be able to

use this guide as a reliable reference tool often in the months and years to come.

Newspaper media advertising Every advertising medium has characteristics that give it natural advantages and

limitations. As you look through your newspaper(s), you'll notice some businesses that

advertise regularly. Observe who they are and how they advertise their products and

services. More than likely, their advertising investment is working if it's selling!

Some advantages in newspaper media advertising

Almost every home receives a newspaper, either by newsstand or home delivery. Reading

the newspaper is a habit for most families. And, there is something for everybody: sports,

comics, crosswords, news, classifieds, etc. You can reach certain types of people by

placing your ad in different sections of the paper. People expect advertising in the

newspaper. In fact, many people buy the paper just to read the ads from the supermarket,

movies or department stores.

Unlike advertising on tv and radio, advertising in the newspaper can be examined at your

leisure. A newspaper ad can contain details, such as prices and telephone numbers or

coupons.



There are many advantages to advertising in the newspaper. From the advertiser's point-

of-view, newspaper advertising can be convenient because production changes can be

made quickly, if necessary, and you can often insert a new advertisement on short notice.

Another advantage is the large variety of ad sizes newspaper advertising offers. Even

though you may not have a lot of money in your budget, you can still place a series of

small ads, without making a sacrifice.

Some disadvantages with newspaper advertising

Advertising in the newspaper offers many advantages, but it is not without its inherent

disadvantages, such as:

• newspapers usually are read once and stay in the house for just a day.

• the print quality of newspapers isn't always the best, especially for photographs.

So use simple artwork and line drawings for best results.

• the page size of a newspaper is fairly large and small ads can look minuscule.

• your ad has to compete with other ads for the reader's attention.

• you're not assured that every person who gets the newspaper will read your ad.

They may not read the section you advertised in, or they may simply have skipped the

page because there wasn't any interesting news on it.

How should i work with my newspaper representative?

Every newspaper has its own sales staff, and you're normally appointed your personal

newspaper "sales representative." a newspaper sales rep can be very helpful. He or she

can keep you posted on special sections or promotions that may apply to your business,

but always keep in mind it is the sales rep's job to sell you advertising.

Your sales rep might say that the newspaper can layout any of your ads, pre-prepared or

not. But these ads are assembly line products and are not often very creative or eye-

catching. Consider using an artist or agency for your ads.

In addition, your sales rep can sometimes be instrumental in making sure your story or

upcoming announcement "finds" the right reporter because the relationship between the

advertising and editorial staff is chummier than most people think, even though they

claim total anonymity.

To small business advertising media planning - top

Buying newspaper marketing media space

Newspaper marketing media space advertising is sold by column and inch. You can

determine the size ad you want just by looking in the newspaper in which you want to

advertise. If you can't locate an ad that's the size you want, just measure the columns

across and the inches down. For example, an ad that measures 3 columns across and 7

inches down would be a 21 inch ad. If the inch rate is $45.67, your ad would cost

$959.07. In case your newspaper is still on the line rate system, remember there are 14

lines to an inch. So, if the line rate is $3.75, multiply it by 14 and you will have the cost

of an inch rate. (the rate would be $45.50 an inch.)

Here are some other things to remember:

• newspaper circulation drops on saturdays and increases on sundays, which is also

the day a newspaper is read most thoroughly.



• position is important, so specify in what section you want your ad to appear.

Sometimes there's a surcharge for exact position...but don't be afraid to pay for it if you

need it.

• request an outside position for ads that have coupons. That makes them easier to

cut out.

• if a newspaper is delivered twice daily (morning/evening), it often offers

"combination" rates or discounts for advertising in both papers, you usually can reach

more readers, so this kind of advertising may be something to consider.

Other important tips to remember are:

• before you advertise, have in mind a definite plan for what it is you want to sell.

• create short, descriptive copy for your ad. Include prices if applicable. Consider

using a copywriter or ask your newspaper for free copy assistance.

• face your products toward the inside of the ad. If the product you want to use faces

right, change your copy layout to the left.

• be sure to include your company name and logo, address and telephone number in

the ad.

• neat, uncluttered and orderly ads encourage readership. Don't try to crowd

everything you can in the layout space. If the newspaper helps you with the layout, be

sure to request a proof of the final version so you can approve it or make changes before

it is printed.

Always make sure you are satisfied with what your advertising says and how it looks

before it goes to print.

To small business advertising media planning – top

Magazine marketing media

Many of the same "print" type principles which apply to newspaper advertising also

apply to magazine advertising. The biggest differences are:

• magazines are usually weekly or monthly publications instead of daily.

• advertising messages are more image-oriented and less price-oriented.

• the quality of the pictures and paper are superior to newsprint.

• advertisements involve color more often.

The general rule that you can run the same ad 3-5 times within a campaign period before

its appeal lessens applies to magazine advertising as well, even with a monthly

publication. So it makes sense to spend extra time and money to prepare a worthwhile ad

that can be successfully repeated. Over long terms such as these, however, be aware that

the client (you) often tire of the ad before the audience does.

Because ads in magazines are not immediate, they take more planning. Often, an ad for a

monthly magazine must be prepared at least a month in advance of publication, so ads

detailing prices and items have to be carefully crafted to insure accuracy.

Since the quality of the magazines are superior, the advertising that you generate must be

superior as well. Negatives are usually required instead of prints or "pmts" (photo-

mechanical transfers). Consider getting assistance from a graphic artist or an advertising

agency.



There are two categories of magazines: trade magazines and consumer magazines.

Trade magazines are publications that go to certain types of businesses, services and

industries. Consumer magazines are generally the kind you find on the average news

stand. Investigate which type would do your business the most good.

An agency can also purchase the magazine space for you, often at no charge, because the

magazine pays the agency a commission directly. If you wish to purchase the advertising

yourself, contact the magazine directly and ask for an "ad kit" or "media package." they

will send you a folder that includes demographic information, reach information, a

current rate card and a sample of the publication.

Although most magazines are national in nature, many have regional advertising sections

that allow your business to look like it purchased a national ad when it only went to a

certain geographical area. This can be especially useful if your product or service is

regional in nature as well and could not benefit from the magazine’s complete readership.

Each magazine does this differently, so contact the one(s) you are interested in and ask

them about their geographic editions. Some sophisticated magazines even have

demographic editions available, which might also be advantageous.

Radio advertising media

Since its inception, radio has become an integral part of our culture. In some way, it

touches the lives of almost everyone, every day. Radio, as a medium, offers a form of

entertainment that attracts listeners while they are working, traveling, relaxing or doing

almost anything. A farmer, for example, may listen to the radio while he is having

breakfast or plowing his field. People driving to work often listen to the radio. Radio

offers information such as: news, weather reports, traffic conditions, advertising and

music for your listening pleasure.

What are some of the good things about radio?

Radio media advertising is a relatively inexpensive way of reaching people. It has often

been called the "theater of the mind" because voices or sounds can be used to create

moods or images that if crested by visual effects would be impossible to afford.

You can also negotiate rates for your commercials, or even barter. Stations are often

looking for prizes they can give away to listeners, so it's possible to get full commercial

credit for the product or service you offer.

Advantages to radio advertising media include:

• the ability to easily change and update scripts are paramount to radio broadcasting,

since news stories can and often do happen live.

• radio is a personal advertising medium. Station personalities have a good rapport

with their listeners. If a radio personality announces your commercial, it's almost an

implied endorsement.

• radio is also a way to support your printed advertising. You can say in your

commercial, "see our ad in the sunday times," which makes your message twice as

effective.

What are some limitations to radio advertising media?

Radio advertising is not without its disadvantages too, such as:



• you can't review a radio commercial. Once it plays, it’s gone. If you didn't catch

all the message, you can't go back and hear it again.

• since there are a lot of radio stations, the total listening audience for any one

station is just a piece of a much larger whole. That's why it's important to know what

stations your customers and prospects probably listen to. Therefore, most of the time,

you'll have to buy time on several radio stations to reach the market you are after.

• people don't listen to the radio all the time...only during certain times of day. So,

it's important to know when your customers or prospects are listening. For example, if

you want to reach a large portion of your audience by advertising during the morning

farm report, you'll have to specify that time period to the radio station when you buy the

time.

One of the most popular times to reach people is during drive times (from 6 a.m. To 10

a.m. And 3 p.m. To 7 p.m.) It's called that because most people are going to or from work

during this period, and because most people listen to their radio when they drive.

Unfortunately, radio stations know that this is a favorite time to advertise, so commercial

costs are much higher during this time.

• radio as a broadcasting medium, can effectively sell an image...or one or two ideas

at the most. It is not, however, a detailed medium...and is a poor place for prices and

telephone numbers.

• radio listeners increase in the spring and summer, contrary to television audiences

which increase in the fall and winter and decrease in the summer. This is an important

aspect to consider when you are choosing advertising media.


How should i buy time on the radio?

Like a newspaper, each radio station has its own advertising staff. Each wants you to

believe that their station is the absolute best buy for your money...and many will go to

great lengths to prove it. But if you've done your research, or you are using an advertising

agency, you probably have a good idea of the station you want to buy time on and when.

If you don't know which stations you want to use, ask each station for its own research,

that is, the type of programming, musical format, geographic reach, number of listeners

and station ratings.

By getting the station ratings and the number of people it reaches, you can figure out the

cost-per-thousand people (cpm) by simply dividing the cost of a commercial by the

thousands of people you are reaching.

Example: cost of commercial = $35.00, audience reached = 45,000 people.

Cost of commercial per 1000 people = 35/45 = $0.78 per 1000

Without getting complicated, here are two cardinal rules for radio advertising:

1. It's better to advertise when people are listening than when they are not.

2. It's better to bunch your commercials together than to spread them apart.

A lot of radio sales reps will try to talk you out of advertising during specific times.

They'll offer you a reduced rate called tap (total audience plan) that splits your

advertising time into 1/3 drive, 1/3 mid-day and 1/3 night. This may sound like a good

deal, but airing commercials during times when your audience isn't listening is bad



advertising. If however, you are sponsoring a show such as paul harvey or the morning

farm report, it makes sense to advertise once or twice a day on a regular basis, since those

programs have regular listenership. Frequency is a vital element for effective radio

advertising.

Since you can't automatically recall the radio commercial and hear it again, you may have

to hear the same commercial two, four, or maybe six times before the message sinks in. If

you missed the address the first time, you consciously or subconsciously are hoping the

commercial will be aired again so you can get the information you need. That's the way

radio advertising works. And that's also the way you buy it.

Most of the time, radio advertising should be bought in chunks. High frequency over a

short period of time is much more effective than low frequency over a longer period of

time. It's important for your audience to hear your spot again to get more information out

of it. For example, if you wanted to advertise a two week campaign and you could afford

42 radio commercials, the following buy would serve you well: on tuesdays, wednesdays

and thursdays, place three spots between 7-9 a.m. And four spots between 3-6 p.m. For

two weeks. Notice that both day and hour periods are concentrated.

By advertising in concentrated areas in tight day groups, you seem larger than you really

are. And people hearing your concentrated campaign for two or three days will think

you're on all the time. The radio sales reps may try to sell you three spots everyday on the

station for 14 days (a total of 42 spots). But your campaign won't be nearly as effective.

Here are a few tips to help you plan your commercials:

• if you're including your address in the commercial, simplify it. Instead of "134525

east pines," say "at the corner of first & pines, next to gumbies." it's easier to remember.

• don't use phone numbers in your commercial. If you have to mention your phone

number, refer to the yellow pages in the local phone book.

• radio works better when you combine it with other advertising media.

• check out the price differences between 60-second and 30-second commercials.

Normally, 30-second commercials are only 1/3 less than 60's, which makes a 60-second

commercial a better buy.

• be creative with your radio advertising, too. If it sounds like all the rest of the

commercials, it won't stand out. Your message won't be heard nearly as well. Advertising

agencies are usually quite good at producing creative radio commercials.

If you decide to write your own radio scripts, remember these basic copy writing rules:

• get your listener's attention immediately.

• write in conversational style.

• avoid using buzz words or jargon.

• repeat your important points.

• make your ending strong and positive with call-to-action for response.


Television marketing mrdia

Television is often called "king" of the advertising media, since a majority of people

spend more hours watching tv per day than any other medium. It combines the use of

sight, color, sound and motion...and it works. Tv has proven its persuasive power in



influencing human behavior time and time again. But it's also the "king" of advertising

costs.

Advantages in television advertising media

Television reaches very large audiences-audiences that are usually larger than the

audience your city's newspaper reaches. The area that a television station's broadcast

signal covers is called a.d.i., which stands for "area of dominant influence."

Some advantages of television advertising include the following:

• advertising on television can give a product or service instant validity and

prominence.

• you can easily reach the audiences you have targeted by advertising on tv.

Children can be reached during cartoon programming, farmers during the morning

agricultural reports and housewives during the afternoon soap operas. A special

documentary on energy sources for heating homes and business will also attract viewers

interested in heating alternatives.

• tv offers the greatest possibility for creative advertising. With a camera, you can

take your audience anywhere and show them almost anything.

• since there are fewer television stations than radio stations in a given area, each tv

audience is divided into much larger segments, which enables you to reach a larger, yet,

more diverse audience.

Disadvantages in television advertising media

Because tv has such a larger a.d.i., the stations can charge more for commercials based on

the larger number of viewers reached.

The cost of television commercial time is based on two variables:

1. The number of viewers who watch the program.

2. The time during the day the program airs.

One 30 second television commercial during prime time viewing (8 p.m. To 11 p.m.) Can cost 10 to 30 times more than one radio spot during drive time (which is considered

prime listening time).

While the newspaper may cover the city's general metropolitan area, tv may cover a good

portion of the state where you live. If such a coverage blankets most of your sales

territory, tv advertising may be the best advertising alternative for your business.

Producing a commercial is also an important variable to consider. On the whole,

television audiences have become more sophisticated and have come to expect quality

commercials. A poorly produced commercial could severely limit the effectiveness of

your message, and may even create a bad image in your customer's mind.

Advertising agencies or tv commercial production facilities are the best organizations for

creating a commercial that will be effective for the goods or service you are offering. But

the cost of a well-produced commercial is often more expensive than people think. Some

tv stations will claim they can put together commercials for "almost nothing." before

agreeing to this, find out what "almost nothing" means. Then, determine if the

commercial quality and content they are proposing will represent your firm's image.

Many companies use the station's commercial production facilities for creating "tag lines"

on pre-produced commercials. Often, the station will help you personalize the spot for



little or no cost...if you advertise with them. Remember, more than anything else, when it

comes to making a tv commercial, you get what you pay for. And when you're buying

commercial time, it makes sense to have the best sales presentation possible.

Remember, like radio, the message comes and goes...and that's it. The viewer doesn't see

your commercial again unless you buy more placements.


Creativity: a vital element

When you advertise on tv, your commercial is not only competing with other

commercials, it's also competing with the other elements in the viewer's environment as

well.

The viewer may choose to get a snack during the commercial break, go to the bathroom

or have a conversation about what they just saw on the show they were viewing. Even if

your commercial is being aired, viewers may never see it unless it is creative enough to

capture their attention. That's why it's so important to consider the kind of commercial

you are going to create...and how you want your audience to be affected. Spending

money on a good commercial in the beginning will pay dividends in the end.

Don't use tv unless your budget allows

Attempting to use tv advertising by using a poorly-produced commercial; buying

inexpensive late night commercial time that few people watch; or just placing your

commercial a couple times on the air will guarantee disappointing results. To obtain

positive results from tv advertising you must have enough money in your budget to:

1. Pay for the cost of producing a good tv commercial.

2. Pay for effective commercial time that will reach your viewer at least 5-7 times.

Properly done, television advertising is the most effective medium there is. But it is big

league advertising...and you shouldn't attempt it unless you have enough money in your

budget to do it right.

If you're still attracted to tv, it's a good idea to call in an advertising agency for

production and media buying estimates. Then, figure out what sales results you can

expect. With such data, you should be able to reach a logical advertising decision.

Buying television advertising media time

There are many things to know and consider before buying a tv programming schedule.

That's why, in most cases, using an advertising agency or a media buying service is

recommended when advertising on tv. If these services are unavailable, find a tv

representative that you can trust. Your agency or representative can help you select the

programs you should advertise on in order to reach your market. Also, ask about "fringe"

time, adjacencies and package plans.

When you are engineering your schedule, remember that repetition (or frequency) is a

very important ingredient to use. Make sure your audience sees your commercial with the

context of the programs you're buying. Ask for a commercial affidavit. Normally, it

doesn't cost any more and the station will provide you with a list of the exact times your

commercial was run.

Other considerations



For an effective and inexpensive way to get your message on the tv screen, consider

using pre-prepared tv commercials that may be available to you through a manufacture or

distributor you deal with. You can add your name and logo to the end of the commercial

For little or no cost. Look at cooperative advertising too. Many companies offer prepared

advertising materials you can use and at the same time may pay for a portion of the

advertising schedule.

Cable advertising

Cable advertising is a lower cost alternative to advertising on broadcast television. It has

many of the same qualities as broadcast television, and in fact, since it offers more

programming, it's even easier to reach a designated audience.

The trouble with cable is it doesn't reach everyone in the market area, since the signal has

to be wired instead of broadcast, and also because not everyone subscribes to cable.

If cable does reach a large part of your market, have an advertising agency investigate its

cost or call the cable company's advertising sales department. Chances are the

commercial time will be 10 to 20 percent of the costs of regular broadcast time.


Yellow pages

Telephone book advertising is another way to reach your market area. It allows you to

place your business listing or ad in selected classifications within the book, with the

theory being that when people need your product or service, they look up the

classification and contact you.

Much of the "sell" copy for a product or service, therefore, does not have to be in your ad

content, since the people who have looked up your classification are already in the

market to buy. The thing to be aware of when you write the ad is the other firms' ads

within your classification. In other words, why should the reader select your firm over

your competition? That is the crucial question -- and your ad should provide the answer.

Telephone yellow pages salespeople often employ the technique of selling as large of ad

as they can to one company, then showing the other companies in the same classification

what the one company is doing so that they can match it or beat it. This is not the best

criteria for determining ad size, but is definitely good for the ad salesperson.

To determine the size you should use, consider the following:

• your ad should be large enough to incorporate the vital information the reader

needs to make a contact decision (as mentioned above).

• remember your lessons in print advertising. Keep your ad clean, creative and eye-

appealing. Even though the phone company will "design your ad for free," some firms

employ graphic artists and advertising agencies to create a yellow pages ad that really

stands out.

• give yourself a budget to work with. Figure out how much you want to spend on

yellow pages advertising for the entire year, then divide it by 12. That will give you the

payment that is automatically attached to your phone bill every month.

• do something unique or different. If no one else is using color, use color. Even

shades of gray can make an ad look better and more appealing.

Advantages of yellow pages advertising



• one ad works all year long.

• gives your prospect a method of easily locating and contacting your business, even

if they didn't initially know your name.

• can help you describe the differences between you and your competition.

• you pay by the month instead of one large payment.

Disadvantages of yellow pages advertising

• you must commit to an entire year of advertising.

• you are immediately placed with a group of your competitors, making it easy for

the prospect to comparison shop.

• some classifications are so cluttered with advertising, your ad is buried and

ineffective.

• it is only effective when a prospect looks you up in the correct classification,

assuming the prospect knows what classification to look for in the first place.

If you require more than one classification, your yellow pages representative often has

packages and programs that can save you some money. In addition, the same is often true

if you need to be advertising in more than one city or market.

Yellow pages advertising is an important medium to consider in our fast-paced,

information-hungry society. People really do let their "fingers do the walking" instead of

driving around blindly. Make sure your yellow pages ad is attractive and informative

enough to be the one or two businesses the prospect actually does select to call. And then

make sure you have the resources to deal with the inquiry. After all, there is nothing more

annoying than being put "on-hold" by a busy checker or being served by an uninterested

or unknowledgeable employee.


Outdoor advertising media

When people think of outdoor advertising, they usually think of the colorful billboards

along our streets and highways. Included in the "outdoor" classification, however, are

benches, posters, signs and transit advertising (the advertising on buses, subways,

taxicabs and trains). They are all share similar advertising rules and methods.

Outdoor advertising reaches its audience as an element of the environment. Unlike

newspaper, radio or tv, it doesn't have to be invited into the home. And it doesn't provide

entertainment to sustain its audience.

Some outdoor advantages

• Since it is in the public domain, outdoor advertising assuredly reaches its

audience. People can't "switch it off" or "throw it out." people are exposed to it whether

they like it or not. In this sense, outdoor advertising truly has a "captured audience."

• it's messages work on the advertising principle of "frequency." since most

messages stay in the same place for a period of a month or more, people who drive by or

walk past see the same message a number of times.

• particular locations can be acquired for certain purposes. A billboard located a

block in front of your business can direct people to your showroom. Or you can reach

rural areas efficiently by placing a billboard in each small town.



• outdoor advertising is an excellent adjunct to other types of advertising you are

doing. In fact, it is most effective when coupled with other media.

Some outdoor disadvantages

• outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a

reader's time.

• messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of

the time, either the message or the audience is in motion.

• the nature of the way you have to buy outdoor advertising (usually a three month

commitment) is not conducive to a very short, week-long campaign.

When you buy outdoor advertising, remember that location is everything. High traffic

areas are ideal. A billboard in an undesirable area will do you little good. Keep your

message concise (use only five to seven words) and make it creatively appealing to attract

readership. Few words, large illustrations (or photos), bold colors and simple

backgrounds will create the most effective outdoor advertising messages.

Direct mail

What makes "direct" mail different than regular mail? Nothing. It's just a way the

advertising world describes a promotional message that circumvents traditional media

(newspaper, radio, tv) and appeals directly to an individual consumer. Usually through

the mail, but other carriers also participate.

Direct mail may be used more than you think. Studies indicate that it is the third largest

media expenditure behind television and newspaper.

Rules to remember

• define your audience. Figure out who you want to reach before developing your

direct mail program. This allows you to specifically target your message to fit common

needs. It is the best advertising medium for "tailoring" your appeal.

• locate the right mailing list. You can either build a "house list" by doing the

research yourself and compiling the information on a computer - or you can purchase an

"outside list" from a list house or mailing organization already pre-prepared and ready to

go.

• there are many ways to purchase lists. You can buy them demographically (by

age, profession, habits or business), or geographically (by location, or zip code). Or you

can by a list with both qualities. More than likely, there is a mailing list company in your

area that would happy to consult with you on your needs. If not, there are a number of

national mailing lists available.

• for assembly, addressing and mailing your project, you also have the choice of

doing it yourself or locating a mailing service company to do it for you. As the numbers

of your direct mail pieces increase, the more practical it is for you to enlist such an

organization for assistance. They also are very good at getting you the lowest postal rates.

• consider using a self-addressed reply card or envelope to strengthen return. Use a

business reply postage number on the envelope and you'll only pay for the cards which

are sent back to you.

The blessing (or curse) of direct mail is that there are no set rules for form or content. The

task of deciding what your mailing should have as content, its design and its message(s)



is up to you. However, remember to attract the reader's attention with color and

creativity. Use clear, comfortable writing and make your appeal easy to respond.

And of course, coordinate the mailing with other advertising media if you are also using

them in the same campaign. It can significantly increase the potential return.

Specialty advertising

"giveaways" -- the pencils, pens, buttons, calendars and refrigerator magnets you see

everyday -- are called "specialty advertising" in the advertising business.

Chances are, you have some specialty advertising items right at your desk. Businesses

imprint their name on items and give them away (or sometimes sell them at very low

cost) in order that:

• you notice their name enough times on the item to build "top-of-the-mind"

awareness. So when you need a restaurant, for instance, you think of their name first.

• you appreciate the goodwill of the company giving you the item and eventually

return the favor by giving them some business.

These are both long-term advertising investments that can take months or years to turn

into actual sales.

First, select the best item that would tell your story most effectively. While an accountant

can give away an inexpensive calculator, the same item may not be ideal for a

hairdresser. A comb or brush might be more appropriate in that case.

Second, decide what you are going to say on the item. A company slogan? Address

directions? Since you have a relatively small area, you must be very concise and direct.

Third, figure out your method of distribution. Are you going to send them to each

customer through the mail? If so, how much will that cost? Will you have them in a big

bowl that says "take one"? Distribution is just as important to consider as buying the

item.

Just as there are many reputable specialty advertising professionals in your area, the

industry is notorious with a lot of high-pressure telephone and mail solicitors who often

give specialty advertising a bad name. Don't buy specialty advertising through the mail

without checking the quality and prices with trusted local representatives first. And,

buying specialty advertising over the telephone is not recommended at all.

Specialty advertising is a unique way to generate goodwill and put your name on items

that people remember. But don't do it unless you have an item and distribution plan that

will benefit your business.

Magazines, unless local, usually cover too much territory to be cost-efficient for a small

firm, although some national publications offer regional or city editions. Metropolitan

radio stations present the same problems as tv and metro newspapers; however, in smaller

markets, the local radio station and newspaper may sufficiently cover a small firm's

audience.

That's why it's important to put together a media plan for your advertising

campaign. The three components of a media plan are as follows:

1. Defining the marketing problem. Do you know where your business is

coming from and where the potential for increased business lies? Do you



know which markets offer the greatest opportunity? Do you need to reach

everybody or only a select group of consumers? How often is the product

used? How much product loyalty exists?

2. Translating the marketing requirements into attainable media objectives.

Do you want to reach lots of people in a wide area (to get the most out of

your advertising dollar)? Then mass media, like newspaper and radio,

might work for you. If your target market is a select group in a defined

geographic area, then direct mail could be your best bet.

3. Defining a media solution by formulating media strategies. Certain

schedules work best with different media. For example, the rule of thumb is

that a print ad must run three times before it gets noticed. Radio advertising

is most effective when run at certain times of the day or around certain

programs, depending on what market you're trying to reach.

Advertising media generally include: • television

• radio

• newspapers

• magazines (consumer and trade)

• outdoor billboards

• public transportation

• yellow pages

• direct mail

• specialty advertising (on items such as matchbooks, pencils, calendars, telephone

pads, shopping bags and so on)

• other media (catalogs, samples, handouts, brochures, newsletters and so on)

When comparing the cost and effectiveness of various advertising media, consider the

following factors:

• Reach. Expressed as a percentage, reach is the number of individuals (or homes)

you want to expose your product to through specific media scheduled over a given period

of time.

• Frequency. Using specific media, how many times, on average, should the

individuals in your target audience be exposed to your advertising message? It takes an

average of three or more exposures to an advertising message before consumers take

action.

• Cost Per Thousand. How much will it cost to reach a thousand of your

prospective customers (a method used in comparing print media)? To determine a



publication's cost per thousand, also known as cpm, divide the cost of the advertising by

the publication's circulation in thousands.

• Cost Per Point. How much will it cost to buy one rating point for your target

audience, a method used in comparing broadcast media. One rating point equals 1 percent

of your target audience. Divide the cost of the schedule being considered by the number

of rating points it delivers.

• Impact. Does the medium in question offer full opportunities for appealing to the

appropriate senses, such as sight and hearing, in its graphic design and production

quality?

• Selectivity. To what degree can the message be restricted to those people who are

known to be the most logical prospects?

Reach and frequency are important aspects of an advertising plan and are used to analyze

alternative advertising schedules to determine which produce the best results relative to

the media plan's objectives.

Calculate reach and frequency and then compare the two on the basis of how many

people you'll reach with each schedule and the number of times you'll connect with the

average person. Let's say you aired one commercial in each of four television programs

(a, b, c, d), and each program has a 20 rating, resulting in a total of 80 gross rating points.

It's possible that some viewers will see more than one announcement--some viewers of

program a might also see program b, c, or d, or any combination of them.

For example, in a population of 100 tv homes, a total of 40 are exposed to one or more tv

programs. The reach of the four programs combined is therefore 40 percent (40 homes

reached divided by the 100 tv-home population).

Many researchers have charted the reach achieved with different media schedules. These

tabulations are put into formulas from which you can estimate the level of delivery

(reach) for any given schedule. A reach curve is the technical term describing how reach

changes with increasing use of a medium. The media salespeople you work with or your

advertising agency can supply you with these reach curves and numbers.

Now let's use the same schedule of one commercial in each of four tv programs (a, b, c,

d) to determine reach versus frequency. In our example, 17 homes viewed only one

program, 11 homes viewed two programs, seven viewed three programs, and five homes

viewed all four programs. If we add the number of programs each home viewed, the 40

homes in total viewed the equivalent of 80 programs and therefore were exposed to the

equivalent of 80 commercials. By dividing 80 by 40, we establish that any one home was

exposed to an average of two commercials.

To increase reach, you'd include additional media in your plan or expand the timing of

your message. For example, if you're only buying "drive time" on the radio, you might

also include some daytime and evening spots to increase your audience. To increase

frequency, you'd add spots or insertions to your existing schedule. For example, if you



were running three insertions in a local magazine, you'd increase that to six insertions so

that your audience would be exposed to your ad more often.

Gross rating points (grps) are used to estimate broadcast reach and frequency from

tabulations and formulas. Once your schedule delivery has been determined from your

reach curves, you can obtain your average frequency by dividing the grps by the reach.

For example, 200 grps divided by an 80 percent reach equals a 2.5 average frequency.

frequency is important because it takes a while to build up awareness and break through

the consumer's selection process. people are always screening out messages they're not

interested in, picking up only on those things that are important to them. repetition is the

key word here. for frequency, it's much better to advertise regularly in small spaces than

it is to have a one-time expensive advertising extravaganza.

Scheduling Strategies For Advertising Campaigns Burst campaigns: Higher quality, more reliable products.” Or, “people think big bank has more services and

products than we do. Things like investments and insurance, even inexpensive safe

deposit boxes. So they think big bank is more convenient.”

Or perhaps it's not so much what people think about competitors, but what they think

about your client:

"gosh, i don't know if i want to buy a mac. Just not as much software as i can get for a

pc."

Get the idea? Psycho-dynamics is everything. It’s all that stuff rattling around between

the ears of potential customers. The thoughts, feelings and ever-changing prejudices that

influence purchase decisions. That's the psycho-dynamics of the market.

And it is always changing.

Know, or define, exactly what you want the advertising to accomplish.

Strangely enough, this is called the advertising objective. Do you want the advertising to

get people to think or feel or do something? Or a combination of the three?

“we want people to think of us as a maker of truly top quality sports wear, for real

athletes. We want people to buy our brand instead of brand n. And feel cool, proud to

wear our logo.”

Another way to define the ad objective is to ask, what’s the most important task for our

advertising?

Is it to encourage an emotional connection with the brand?

To provoke, challenge or give them an incentive to re-appraise the brand? Give the

product another try?

Is it to convince them rationally that the service delivers better value for the money?

Is the objective to get consumers change their usage patterns? To buy your butter instead

of the butter mom always bought?

Or react immediately in some way to the advertising? Such as pick up the phone or go

online and order?



Understand or define the marketing objective and strategy.

The marketing objective is a business goal. For example, “in the first year we want to

capture 10% of the market in six cities.” Or, “our goal is to be profitable in this country

within 6 months.” Or, “we want to increase sales with this product to the point where

profits reach $50,000 per month, and do this in 12 months.”

All of the above, of course, to be accomplished within a budget.

The advertising strategy supports the marketing strategy.

So let’s say we’re selling fred’s farm fresh ice cream. Chocolate, strawberry and vanilla

are flying out of the freezer. But no one wants the prune flavor.

So fred says, “hey, i want my purple prune flavor to add 20% to my sales - not steal sales

from the existing three - or i’m going to dump it in 12 months. Here's one million dollars

to work with. What do you suggest?”

In this case your strategy might be to:

A) re-name the product: prune surprise.

B) re-position it: surprisingly sweet, surprisingly healthy.

C) build a brand based on a fussy old lady, a great cook, who is very demanding: it’s got

to taste great, and be great for your health. Or she's rejects it.

Project the brand with tv ads showing a young mrs. Consumer absentmindedly reaching

for some ice cream at the store. Mrs. Fussy taps her on the shoulder, and she starts, “oh!

You surprised me.”

Mrs. Fussy, “honey, here’s a bigger a surprise …”

D) achieve immediate sales with an in-store promo plan or discount coupons, something

to encourage people to give it a try.

All the while, keep in mind that one single thread you want to weave into all of your

communications; that one most important thing you want to say:

"prune surprise is loaded with healthy fiber, and surprisingly sweet."

That's your position. Here are some more examples:

- satalindo gives you clearer international calls.

- bogasari is the pasta preferred by professional chefs.

- the new tempest goes farther on a tank of gas than any car in its class.

- minibank is small, which makes you big and important, no matter how much you have

in your account. unit 3

Message development : Process of creating the advertising message. Advertisers must first determine the desired

audience response and then develop the advertising message to achieve that response.

Desired audience response may be to heighten awareness of a product, service, or general

situation, or to inspire an audience action such as voting for a candidate, placing a

telephone order, or going out and purchasing a particular product. In the creation of the



advertising message, message developers talk to competitors, dealers, and potential

customers and then engage in brainstorming techniques to try to imagine using the

product and determine the benefits sought. The advertising message is very important to

the success of the advertising campaign. It must attract audience attention and

communicate effectively.

Having identified advertising objectives, the advertising budget must be set. Determining

exactly how much a business should spend on advertising to achieve the desired level of

sales, is more an art than a science. Commonly, the decision is based on past experience

of expenditure on advertising, and the sales subsequently achieved. There are however a

number of factors that can be considered in setting the advertising budget.

Factors Influencing The Setting Of Advertising Budgets ________________________________________

product life cycle stage new products in the 'launch' stage of their product life cycle,

will normally require greater expenditure on advertising to create product awareness, and

encourage consumers to trial the product. whilst products that have reached 'maturity' in

their product life cycle, will often require smaller advertising budgets to achieve the level

of sales required.

________________________________________

competition the number of competitors in the market, and their expenditure on

advertising competing products, will influence a business to spend to a similar or higher

degree.

________________________________________

product differentiation a product very similar to other products on the market may

require greater expenditure on advertising to differentiate it from its competitors.

________________________________________

advertising expenditure

Whilst businesses will differ in their approach to setting advertising budgets, uk

advertising expenditure as a whole has increased over the last decade.

Total advertising expenditure by media sector at current prices (£m)

________________________________________

Media sector 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

2001

________________________________________

National newspapers 1187 1121 1155 1220 1336 1433 1510 1650 1824

1991 2252 2071



Regional newspapers 1715 1628 1640 1715 1871 1963 2061 2238 2390

2483 2762 2834

Consumer magazines 541 506 466 448 499 533 583 660 709

727 750 779

Business & professional 790 708 746 714 785 897 1018 1106 1209

1195 1270 1202

Directories 492 504 523 551 589 639 692 737 780 831 868

959

Press production costs 412 417 427 438 472 514 550 577 620

650 702 670

________________________________________

Total press expenditure 5137 4884 4957 5085 5552 5979 6413 6967 7531

7877 8609 8514

________________________________________

Television 2325 2295 2472 2604 2888 3136 3379 3704 4029 4321 4646

4147

Direct mail 979 895 945 907 1050 1135 1404 1635 1666 1876 2049

2228

Outdoor & transport 282 267 284 300 350 411 466 545 613 649

810 788

Radio 163 149 157 194 243 296 344 393 460 516 595 541

Cinema 39 42 45 49 53 69 73 88 97 123 128

164

Internet - - - - - - - 8 19 51 155

166

________________________________________

Total expenditure (£m) 8925 8532 8859 9139 10136 11026 12080 13340 14415

15412 16988 16548

________________________________________

Source: advertising association

Government expenditure on advertising

In 2001 it was reported that the government overtook consumer giants unilever and

proctor & gamble to become the country's biggest spender on advertising. The

government spent over £16.4m on advertising campaigns in february 2001, according to

figures from media monitoring service acnielsen mms. The second highest advertiser,

unilever, spent £12.2m, while rival soap giant proctor & gamble was at number three

with £10.1m.

The government's main advertising campaigns in february 2001 included encouraging

families to claim the new children's tax credit, attempting to recruit more nurses, and

urging people to plan sufficient pension provision.



In 2000, the government was ranked as the fourth biggest advertiser, below unilever,

proctor & gamble, and bt. Government spending on advertising has increased steadily

since labour was elected. In 1997, spending totalled £43.8m, but by 2000 this had more

than doubled to £102.7m.

Source : press association

ADVERTISING STRATEGY

Developing an advertising strategy to achieve the objectives of a campaign, requires that

consideration be given to both the ‘message’ which will be communicated and the

‘media’ through which it will be sent.

Advertising message

An advertising campaign, no matter how much money is spent, no matter what media is

used, will only be successful if the message appeals to the target audience. Given the

level of advertising which bombards the average consumer, a successful advertising

message must stand out amongst the advertising clutter. Thus marketing professionals are

required to be creative, imaginative and innovative in developing the advertising

message, both in terms of what is said, and how it is said.

What is said...

This is often referred to as the ‘big idea’, and will normally address the key benefits

sought by the target audience, motivating the audience to pay attention. Given the

constant search for new ways to appeal to target audiences, it is difficult to categorise the

content of advertising messages which a business may send, below we include a couple

of examples of actual message strategy.

N addition to deciding upon the content, style and tone of the advertising message, the

media through which the message will be communicated to the target audience must also

be selected, be it television, newspaper, magazine, radio or other.

In order to select the most appropriate media, consideration should be given to the

advantages and disadvantages of each of the available types of media. In the table below

we have identified commonly accepted advantages and disadvantages of each of the

major media. This is followed by more detailed consideration of each of these media in

later sections of the article.

Media strengths and weaknesses

________________________________________

Media strengths weaknesses

________________________________________

Television • dynamic attention getting media, combining visual, sound and

animated stimulus

• strong potential impact & high market coverage

• good at demonstrating products



• enabling targeting through selection of viewing channels and slots between

specific programmes • high level of initial expenditure required

• ‘now you see it, now you don’t’ media, in that commercials are on the screen and

gone within seconds

• poor at communicating lengthy technical information

________________________________________

Newspapers • the coffee table effect – advert can be referred back to several times

• targeting is possible through profiling readership

• good level of market coverage • static media, not suitable for

product demonstration

• potential for poor reproduction, sometimes limited to black and white print

• possibility of an individual advert being lost on a page of adverts

• short-life span, i.e. Todays newspapers become tomorrows rubbish

________________________________________

Radio • mass use of radio by audience, particularly in cars on the way to work and

home

• high geographic and demographic reach

• targeting is possible through selection of channel and programme •

audio communication only

• now you hear it, now you don’t

• lower attention levels than television from the audience

________________________________________

Magazines • high quality reproduction, of colour images

• targeting is possible through specialist publications

• coffee table effect – advert can be referred back to

• good pass on readership • static media, not suitable for product

demonstration

• control of the positioning of adverts is often under the control of magazine editor,

rather than the sponsor

• lengthy lead-time between advert being placed and magazine being published

________________________________________

Outdoor • high repeat exposure to advert

• relatively low cost

• low levels of competition, in terms of advertising clutter •

limited audience selectivity / targeting possible

• static media, not suitable for product demonstrations

• difficult to monitor effectiveness

• potential for damage, via weather and graffiti

________________________________________

Note

All of the above media share one common characteristic, and as a result one common

weakness, in that they are one-way communication, not requiring the audience to respond



and thus not motivating the audience to pay attention in the same way that is required in

two-way communication.

The press includes both newspapers and magazines representing in excess of 10,000

different publications in the uk. The table below gives an indication of the current

structure of press in the uk.

Uk press structure

________________________________________

National newspapers 14 daily papers

11 sunday papers

________________________________________

Local / regional papers 18 morning papers

72 evening papers

7 sunday papers

477 weekly papers

According to the advertising association, in the fourth quarter of 2002 regional

newspapers saw a 2.8% increase in ad spend compared with the same quarter of 2001.

For the year as a whole, ad revenue in the regional press grew by 1.3% to £2.9 billion.

Regional press was one of only two media sectors to grow advertising for two years in a

row.

There are 1,286 regional and local newspapers in the uk today, including 24 mornings (18

paid-for and 6 free), 75 evenings, 21 sundays, 524 paid-for weeklies, and 642 free weekly

newspapers. (source : the newspaper society)

________________________________________

Magazines 3,500 consumer & special interest magazines

(including women's magazines, tv times, teenage magazines)

6,300 business & professional magazines / papers (covering anything from teaching, law,

through to groceries).

________________________________________

Controlled circulation magazines not distributed through newsagents, mailed to

subscribers / members of the relevant professional association.

________________________________________

Free distribution publications hundreds of door to door publications,

distributed for free, covering limited geographic areas.

________________________________________

(source : advertising association)

Selection criteria

In selecting publications for advertisement placement, consideration will be given to the

readership profile, in terms of geographic, demographic, and buying power

characteristics. The diverse range of publications, outlined above, enable advertisers to



target segments of the market. A further consideration will be the distribution /

circulation of a publication. Below are circulation figures for several well known

publications.

Circulation figures

________________________________________

The sun 3,239,041 per day

________________________________________

The daily mirror 1,748,026 per day

________________________________________

The financial times 425,259 per day

________________________________________

Radio times 1,104,767 per week

________________________________________

Woman’s own 446,194 per week

________________________________________

(source : audit bureau of circulations january 2005)

Click to visit the audit bureau of circulations site, for further circulation data

Circulation figures, however, do not tell the full story given the ‘coffee table’ advantage

of magazines (see table). For example the radio times, will normally remain in the house

for the whole week at least, and possibly be read by the whole household. This results in

the actual readership of the radio times being closer to 5 million per week.

Television Expenditure on uk television advertising in 2002 was £3.7 billion, which far exceeds

expenditure on any other advertising media. Terrestrial television advertising is shown on

the itv network ,channel 4 and channel 5, between programmes, and during programme

intervals. The programmes themselves are broadcast by 15 uk programme companies

who are each assigned a region of the uk to cover, and include the likes of carlton, and

grampian tv. These companies sell advertising time, and the money this generates pays

for the programmes they show. The three channels itv, channel 4, and channel 5 are

regulated by the independent television commission, which stipulates the time allowed

each hour to broadcast advertisements. Currently this is set at seven minutes per hour, on

average, during daytime ‘off-peak’ periods, and seven and a half minutes during ‘peak

time’ viewing in the evenings when audiences are at their highest levels.

Advertising spots An advertising ‘spot’ can range from over 1 minute to seven seconds, the cost of using

such ‘spots’ varies according to the time of day, the number of homes in the region in

which it is broadcast, the average income per head of the population, and audience

viewing figures for the programme / programmes it is broadcast between. A 30 second

weekday spot during peak time (approximately 7.30 pm to 11.30 pm) in london provided



by carlton, will cost in the region of £20,000, where as the same spot on grampian

television will cost approximately £1,250. In addition to the commercial break, since

1991 companies have also been allowed to sponsor programmes themselves, examples of

this include cadburys sponsorship of coronation street.

The regional structure of the itv network means that an advert can be broadcast nationally

or in a specific number of regions, enabling both geographic targeting of an advertising

campaign, or testing of a campaign in one region before being launched nationally.

Viewing figures

During peak-time viewing (5.30 to 10.30) audience figures can rise to 20 million for a

programme shown across all regions. Considering the fact that the uk population is

approximately 59 million this represents 1 in 3 people in the country. More normal

viewing figures range from 10 to 14 million at peak-time. Actual viewing figures are

recorded by the broadcasters audience research board and can be accessed at their web

site www.barb.co.uk, also on this site are figures concerning the percentage share of

viewing audience achieved by the competing channels. Barb has carefully selected

approximately 3,000 homes across the country, which they feel provide a representative

sample of the entire population. Each of these houses is monitored via a meter attached to

the tv set, recording when the television is switched on and off, and what channels are

being watched.

Unfortunately, just because the tv set is switched on, does not mean anyone is watching,

commercial breaks are also opportunities for people to do other things, put the kettle on

for example. For this reason commercials are often repeated during an evening in order to

increase the chances of being watched and remembered by the audience.

Regulation : independent television commission

The itc controls the use companies make of television advertising, through its code of

advertising standards and practice. The programme companies are responsible to the itc

for all material they broadcast be it programmes or commercials, and the itc does have

the power to review a companies itv license if it is not found to be adhering to the

standards set.

Radio advertising is broadcast on commercial radio in the uk. There are approximately

some 250 local commercial radio stations and 3 national commercial radio stations,

classic fm, talksport and virgin 1215, broadcasting in the uk. Commercial stations require

a license to broadcast which is issued by the radio authority, the statutory body set up to

regulate commercial radio in the uk. The authority’s ‘advertising and sponsorship code’

lays down standards for the presentation and content of radio advertisements, requiring

that adverts are legal, decent, honest and truthful. In addition, the radio advertising

clearance centre (racc), has the job of vetting national advertising campaigns, and adverts

which are to be broadcast on more than one station. Unlike television there is no limit on

the number of adverts a station can play per hour, however stations often apply a limit of

9 minutes per hour, as too many adverts may well loose a station many of its listeners.



Commercial listening figures have rapidly grown over the last 10 years, mostly at the

expense of the bbc public service stations. As with television, advertising time is sold as

‘spots’, with peak listening times being at breakfast and evening rush hour periods.

There are a number of sources of information available on radio and radio advertising,

but the best by far is the radio advertising bureau web site. This site provides a wealth of

information, we particularly recommend you visit the case study section of their site to

gain an insight into the planning that goes on behind major radio advertising campaigns.

UNIT 3

Advertising persuades members of a particular market to take some form of action, such as buying a product or service. There are many ways to spread an advertising message. A good ad campaign incorporates several types of advertising to get maximum exposure.

Television Advertising

TV commercials are a popular way to mass-market messages to large audiences. Although this medium has the ability to reach a high number of potential buyers, it is also one of the most costly forms of advertising. For example, one 30-second TV commercial during the Super Bowl cost about $3 million in 2009.

Infomercials are another form of television advertising. The infomercial is different than a commercial because it is longer, includes more product information, and has more of a personal tone. Although they are also costly to produce, infomercials are highly effective in creating impulse buys because of their demonstrative and persuasive nature.

Radio Advertising



Radio commercials are an effective way for businesses to target a group of people based on location or similar tastes. For example, a local night club seeking college student clientele would probably consider advertising on a local pop station. Likewise, a country and western bar would choose a local country station.

Print Advertising

Magazine and newspaper ads are another way to spread the word about a product or service. Print also offers the ability to target a specific audience based on geography or common interests. Print advertising usually includes larger display ads, as well as classified advertising. The classifieds are typically very affordable, whereas display ads are a bit more pricey.

Online Advertising

Advertising online is an increasingly popular method for promoting a business. There are many forms of online advertising. Banner ads are image ads displayed on web pages. Google AdWords is another popular form of online advertising that matches an ad to an Internet user's search inquiry.

Social network marketing has been the fastest-growing form of Internet advertising. This includes using sites like Facebook, Twitter, and LinkedIn to promote a product or service. Many social networks have advertising available, such as Facebook Ads.

Billboard Advertising

Billboard ads are large advertisements displayed on structures in public places. Most commonly, billboards are located along highways to target passing motorists. Another type of billboard advertising is a mobile banner or billboard. This can range from the signs seen at major sporting event arenas to billboard advertisements pasted on the sides of semi trailers.

In-Store Advertising

In-store advertising takes place within a retail store. For example, a company that produces a new cleaning product might include an end cap display when they ship the product to stores. This gives the store an attractive display that draws attention to the new product. Other types of in-store advertising include banners and display cases.

Word of Mouth Advertising



While some may argue that word of mouth is not advertising because it's free, this form of promotion is one of the most credible and priceless assets of any business. Even if business owners can't buy word of mouth advertising, they can encourage their customers to tell their friends and family about the great product or service they purchased.

Endorsements

Endorsement is similar to word of mouth promotion but typically does cost money. Having a product or service endorsed by a celebrity can increase sales and product awareness. Not every company can afford to have a major A-list celeb promoting a product, though. For smaller companies, consider using local celebrities or well-known individuals within the product's niche market. For example, many equine companies look for professional horse trainers to endorse their products.

Which Type of Advertising is Best?

The best type of advertising depends on the business or organization and its particular needs. If a company needs mass-market exposure and has the capital, television advertising is probably a good fit. For a local company on a budget, a customer referral program to stimulate word of mouth might be the best option. The best advertising campaigns typically involve several forms of media to effectively gain maximum exposure.

WHAT IS AN ADVERTISING APPEAL?

An advertising appeal refers to the approach used to attract the attention of consumers

and/or to influence their feelings toward the product, service, or cause. It's something that

moves people, speaks to their wants or need, and excites their interest. Often it is the

underlying content of the advertisement; think of it as a “movie script”. Don’t confuse

this with executional framework, that will be another topic.

Deciding on an Advertising Appeal

When y'all are deciding on a direction for your submissions, review the Creative Brief

(specifically objectives section) for tone, the nature of the product, the preferences of the

client (very important). Most importantly though, use your common sense and gut

feelings. There are two major types of appeals. They are:

Emotional

Rational



Emotional Appeal

This relates to the customers’ social and/or psychological needs for purchasing a product

or service. This appeal is so effective because many consumers’ motives for purchase

decisions are emotional. Many advertisers believe an emotional appeal to work better at

selling brands that do not differ markedly from competing brands. Witin the emotional

appeal, there are two subsets - the personal and the social. These are made up of:

Personal -

Safety, Security, Fear, Love, Affection, Humor, Happiness, Joy, Nostalgia, Sentiment,

Excitement, Arousal/stimulation, Sorrow/grief, Pride, Achievement/accomplishment,

Self-esteem, Actualization, Pleasure, Ambition, Comfort

Social -

Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging,

Rejection, Acceptance, Approval

So, a little more detail on some of the important Personal Appeals...

Fear Appeal

Increases viewer interest in the ad and the persuasiveness of the ad.

Used with health and beauty products, idea marketing, insurance.

Most experts believe that a moderate level of fear is most effective.

Humor Appeal

Used in 30% of all advertisements.

Excellent at capturing attention.

Score high in recall tests.

Should be related directly to customer benefit. Or else, the joke can overpower the

message.

Sex Appeal

Subliminal techniques

Nudity or partial nudity



Sexual suggestiveness

Overt sexuality

Sensuality

Are Sex Appeals Effective?

Research Results -

Sex and nudity do increase attention.

Rated as being more interesting.

Often leads to strong feelings about the advertisement.

Brand recall is lower.

Often interferes with message comprehension

Using Sex Appeals Effectively

Be aware of differences in the international arena.

Should be an integral part of the product.

Should utilize a variety of models in terms of age, size, ethnicity and gender.

Should consider using “regular person” models.

Be careful sex does not overpower advertisement.

Consider shifting to more sensuality.

Music Appeals

Has intrusive value.

Gains attention and increases the retention of visual information.

Can increase persuasiveness of an advertisement.

Design Questions -

What role will music play?

Will a familiar song be used or new song created?

What emotional feeling should song solicit?

How does the music fit with the message of the ad?

Tunes and Taglines

See if you can think of the tune that matches each of the following taglines:



Like a good neighbor, State Farm is there.

Feel like a woman (Revlon).

Come see the softer side of Sears.

The ABC News theme (also used in commercials for the news).

I am stuck on Band Aid, cause Band Aid is stuck on me.

Scarcity Appeals

Based on limited supply or

Based on limited time to purchase.

Often tied with promotion tools such as contests, sweepstakes and coupons.

Encourages customers to take action.

Rational Appeals

Focus on the consumer’s practical, functional, or utilitarian need for the product or

service and emphasize features of a product or service and/or benefits or reasons for

owning or using a particular brand

Print media is well-suited for rational appeals.

Used by business-to-business advertisers.

Well-suited for complex and high involvement products.

Consumer purchase decisions are often made on the basis of both emotional and rational

motives, and attention must be given to both elements in developing effective advertising.



Documents

Ba9254 Advertising & Sales Promotion