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/ 19
5 tiveness of advert
' ing the effec ex
jectives of messi “half the mo
ox masta te
imines af Samal o
verlsing is wast Te
advert tiveness sNESESHY SUED yo globe spend billions of
Hage Expenditure: COMPANE? Ho judge the calves
veitisng. It becom: ets without finding out there
sae ty cannot jus MYBE rectorsend oer gal
Stthai advertsng fos ae aoe ng. Measurement of tay
Tuestion the use of compat eos
craic ee eta mn sh
eer os Bea evepent on advertising issaid ann
ee A ;hen it yields reasonable
an expentiture, Any ives sarily produce the same!
‘Same amountof advertising budgs ae
Sana amts may vary considerably due tO SEAeT 1s. Measure
Bhat ee renee wil show Now success 28 24S cana
a yertsing budgets canbe decided moreretionally.
¥ advertising effectiveness prayg
lu ck ; Evaluation 0}
3, Valuable Feedba ee
inform be highly useful
formation which can BBY ponents of an advertising campaign
‘media planning and other component
resi planning oe ga ben comps, tis essential OKMOW how fr
advertising plans and progeammes
f feedback from evaluation for
successful in achieving, the objectives. A
‘modified and redesigned on the basis o
sequent years. The effectiveness
for their use in future. Thus, measuring adv
performance ancl higher achievementin sub
and message are assessed
effectiveness helps to avoid costly mistakes.
4, Strategic Advantage : According to Philip Kotler companies find
competing in arace where the road signs and rules keep on changing, W
no finishing line and no permanent win, Insuch a situation evaluation of adv
effectiveness assumes a strategic dimension. A slight change in an
campaign made through evaluation can lead to significant increase in sales
Incul-throat competition rational evaluation can provide a company
its rivals. Companies often tes alternate versions of their advertising to
‘which ad communicates most effectively.
(38) Advertising, Personal Selling and Salesmanship
5, Control : Evaluation of advertising effectiveness provides a means of control
the huge sums of money spenton advertising. Evaluation helps in developing
ficient an ffecivenivetsing It determines how wel theset objet veare
ingachieved
6-Higher Morale: An accurate and thorough evaluation of advertising notonly
jpereases chances of success ofthe advertising programme, but also improves the
fotivation and morale of the people associated with the advertising campaign.
.2. Explain briefly the problems generally faced while measuring advertising
ffectiveness
‘Ans, Some advertisers do not bother to measure advertising effectiveness on
unt ofthe following reasons:
@ Cost ; Measurement involves expenditure. When a company strives, to
Keep the costs down, advertising research is the first casualty
Time : Copy testing and other measures of effectiveness take time. When
executive judgment and creative decisions are to be taken quickly
‘measurement of effectiveness is overlooked.
Objections: Most creative people donot lke copy testing. They feetit inhibits
it their creatvities and freedom of action. Many tests are not exact and
‘measure only one aspect of communication such as: awareness. Copyveriters
protest measurement as the full mpact ofan advertisement isnot judged.
Disagreement : It is very often difficult to decide as to which aspect of an
advertising campaign to test. Top management may beconcerned about the
‘ompanys:image whereas sales eam want 0 assess theimpact of advertising,
‘on sales, Disputes over what to measure may lead to'no testing.
Reasons for No Formal Assessment
Technical] Altitudes do no change much Difficult fo research small
base of regular buyers. Believe awareness does not indicate
much, Recall low—because little interest in product
category Do not believe ean measure attitudes accurately.
Believe can forecast awareness accurately, therefore no
need to measure.No one collects total market sales in
detail. Objective not quantified or clearly specified,
Distribution problems (eg, industrial dispute).
Campaign not run long enough.No time ot personnel
available.
Choose; not to buy audit data few other manufacturers
{o share the cost Cost too much
Only measure sales. Do not believe advertising effects
anything measurably. Believe pre-testing, or formative
research indicates reduces need Sales level on target
therefore advertising must be all right.Not very
importantobjective-Long term, consistent theme “USP”,
Favourable press comment git Det Univers
advertising ef
ite difficult toassess
jpProblems:It is que ay from these oF OME Prom
effets of averting ann ket ron oda
stein ain TRE Sanaa: Tete ASN SPS
fanchp petween adver,
tina pe ened a mal
3 ten ade ight ofthis statement a
ssured at any time from p
en tiptan sdverisingin nel
reaivenes ante mesa eT ad
npaign i tested before ite
‘Ans, Advertising € ae
execs Broadly speaking 88 20verusi¥
‘and after its launch ei
yin an advertistG -iesting is that any Problem isi
‘. Pre-testing is adopted to my
Pretesting: W
fe tdtng. The advantage of P
spe
et fore itsimplementation. Itinvolygs
batore large amounts of money a"
nore res ofanavertsingcampign =
festingandcopyttNE: ceva
fa) Concept Testing : In this form of ev
ena wntivr their ideas and strategies 26 likely to be on target. The,
testing isto obtain feedback from Ihe customers before alotof tings
Cerf efforts are spent on producing expensive advertisements. This type
‘exploratory in nature.
The concepts which ae evaluated incl
themes, basic product positioning, claims an
Tough sketch ofan ad, tc. Itisnecessary to Bet some feedbackbefore si
rough shetiebrty endorsement is very expensive. Generally; qualitative
gathered with the help of
ari intercepts and one fo one interviews. The information collected bj
testing is used to firm up the message strategy, and its elements,
“Mestof the tests conducted atthe rough stage involve lab settings atin
onair field tests are also available. Popular tests include comprehension
gain, the Internet allows field settings tobeer
fests and consumer juries. A
(@ Comprehension and Reaction Tests: One key concer for the advertisers
the ad or commercial conveys the meaning intended. The second
reaction the ad generates. Ob viously, the advertiser does not want an ad tale"
‘negative reaction or offends someone. Comprehension and reaction tstsart
toassess these responses (which makes you wonder why some ads are
tothe marketplace).
Tests of comprehension and reaction employ noone standard
interviews, group interviews, and focus groups have all been used for thisp
and sample sizes vary according to theneeds of the client; they typicall
50 to 200 respondents, ho
i Consumer Juries : This method uses consumers representative ot
‘market to evaluate the probable success of an ad. Consumer juries may!
rate aselection of layouts or copy versions presented in paste-ups on sepa
40 Sat
(o) Researel
iuation, the advertising-plan
tucle product names, slogans,
cd promises made, headling,
aroused for concept-testing. Information i, ng Personal Selling and Salesmanship,
Another way to gather consumers opinions of concepts is mall intercepts, wher.
consumers in shopping malls are approached and asked to evaluate rough ads and”
or copy. Rather than participating in a group discussion, individuals assess the ads
la questionnaires, rating scales, and/or rankings. New technologies allow for concept
ling over the Internet, where advertisers ean show concepts simultaneously 10
{consumers throughout the United States, gaamering feedback and analysing the result
Imost instantancously. While this methodology is gaining, acceptatice, traditional
ethods are more commonly used.
() Copy Testing : The advertising copy is tested in terms ofits ability to eréate
reness its presentation and reliably Such testing helpsin findingout the changes
quitedin the copy tomake it more effective, Copy testing is also useful in identifying,
radio and TV commercials that generate sales, But such testing cannot establish a
inctional relationship betvween an advertisement and sales. There are two types of
ts diagnostic and evaluative—used in copy testing, Diagnostic tests are used to
inderstand the strengths and weaknesses of an advertisement. Ina general diagnostic
Hest viewers are exposed toa TV commercial. Then series of open ended questions are
isked to know their reactions. Evaluative tests focus on comnwnication playback,
Evliability and persuasion. Copy testing is the most common part of pre-testing.
2. Midway or Concurrent Testing: This typeof testing is done while theadvertising
;paign is running in the market place, Testing takes place while the advertisement
‘appearing in the media. Tracking studies and coincidental structures are used in
concurrent testing, In tracking studies a close contact is kept with consumers are
thinking, fecling and doing. Coincidental studies are used to measure advertising and
3, Post-testing : It refers to testing after the advertisement has appeared in the
edia. Its purpose is to find out how fare the advertisement has been successful. Both
munication effects and behavioural effects of the advertising campaign are judged.
1e former refer to recognition, recall, awareness andl likeability, The later include
\quiries received and sales generated,
Q.4. Write a short note or “focus group”.
‘Ans. A common method used for concept testing is ‘focus group’ which usually
eonsists of § fo 10 people in the target market for the product, The results are easily
lained; directly observable and immediate. A variety of issues can be examined
dd constimers are free to go into depth in areas that they consider important, Focus
groups don’t require quantitative analysin s, But focus group research suffer from the
lowing weaknesses :
() Theresults are not quantifiable,
{i Sample sizes are too small to generalise to Larger populations,
(i) Group influences may bias participants’ responses,
(io) One or two members of the group may steer the conversation or dominate
thediscussion,
(0) Consumers become instant ‘experts’
(0) Members may not represent the target market. (Are focus group
participants a certain type of person?) ur Year (Semester-Viy
eth —
esentativeand/or dk
Ge Raalenmyenknbonner 2
really are. sriefly explain vagi, ae
cr sam peingmnganin ESA CO si
er ranger a
ison anne vans econ
desir ove ee
tke means eng ee lig
iT tot ged dtcinge
I pe dorontiskove 258 "TOF Py te
eee rate advertisements beforeipie|- cy
ie tests cesigneditoeval risamen
te eertigement. In this test, asamp et it af
arto know theit opinions about ghanged |
pal prspet e th yen ma be shown algo
advrsanen. Tass rand ed tornkten order lleva 4
sivas gwen et omega
seen Teme et et rely ondor efecto
sessing tla ee pemkeaare pblen-invlvedthenetgadsads
icoallons, Te chet,
raja’ dees not view the ad under normal real
Te ay be spc ature. The method of testing Eves ytuations,
questions may be speculative or biased in
Fst tne caveriementslcied by the juny really Good orcffectve, Yeingoa
(9 Conse Jy
exoatvencsofon avert
Sener edo desc
ager prmonsurecspected ces Oman
re ompotive customers i contact
‘Questions asked in a consumer jury test areas follow compet
{> hchoftteseads would you most il read ifyou saw tina magaangele are
{3 Which ofthese hendines would ners you thé most in reading they)“
further? F (De
(© Whichand convinces you most of the quality or superiority ofthe produatt pa
{@) Which layout do you thine would be most effective in causing you to buyheintery
(© Which ad did youlikebest? politear
(0) Which ad did you find most interesting? wT
ven! stiqutepais epithe advatiomatarinyl rd Cn pec
fons to the copy, illustrations, layout, filming, etc. are good indicat
aps te, ee, An ow aa
ae aa bas a ‘prirtt media, attention getting power and Delievability ofthy hove 4
Will known respondents are asked to rank each i
pstoenee sien the ttoonet. nome cass ple me sed oad
oh yale: ac ction Ge ie moxie atenton, in come
broadest media consrners may be lvited to the studio fo se the tlevsg
Caters aie thr pions n el mal diferent copy appa ase,
condersed and printed on postcards. These cards each with aeply paid cardat try
sent to consumers by mal for their reactions, with a reply paid card afe atten!
The consumerjurymetho peer
jury methods leibleand can bemoulded according totheneel. (vii
‘but consumer ratings are based on i
aceneune lings are sede niin deals, Consumers may not glings: (4p storey!
oe ts acta
grou
Sere commercial Be group intervie
re aboratory Tati is st variables hat Me nS theevaluation are
Fett eti et canbe used lo mene atenion mar ne retention ond
ato. Tn ens ave paced in aborloy SON ‘explain the
re, The Te everizement For example hey may DEA thealre oF
fel ve erm for te experiment TRE mal vantage of laboratory tests
EE ntl. Changes copy, usin, FAN ea te, can be
Io asues tei pact However the tat conducted in an axtficil
ent sont fo a slect group of consumers tO KNOW
cats are tests ofthe advertisement under natural viewing
“jstactions and the comforts of home These fests
rogramme content and even the presence
{competitive messages: fime consuming and expensive and the
ete arenotavailable quickly. Moreover “ofcontrol-Iémay beimpossble
F colate causes of viewers’ evaluations.
Dept Ineo: in heintrvew nonstructured est
their unconscious reactions. “The espondentsreact freely tothebeand, the prod’
Bt thei ones tier. The results depenc on thesnteligence 2x flexibility with which
Fearcwis conducted. Inmeinterview provocative
lite and helpfal manner.
(o) Techistoscope In this technique projector cal {echistoscopeis used. The
ee fat thatthe viewer carmnot detect the
perceive the message cay. Viewers
The techniques based on
‘ffectiveness ofthe advertisementdependls
rl nti response to stimuli can be measured
questions should be askedin
a technistoscope.
(in Psychogalvano Meter ‘tisamectanical device used to measure the amount
f perspiration. Rate of perspiration is suppose! indicate emotional reaction.
pirtion ed ta thepalms of therespondentsto detect changes electrical
repiration. lf themachinerecords lower elecse3) resistance
isa te tenon due (othe advertisement The galvanie sin responsereflects
elhe attention =ltracting capacity ofthe advertisement However greater tension does
aeerily mean greater effectiveness of theadvertiserent-
(iit) Attitude Test: In this test ther sare asked questions regarding thelr
ings about a particular advertisement ‘checklist of qualities to be included in
“pavertising isdeveloped. A retgscale sused tojudgeattudesofresponcens. The ological tests Used bat
ae psych
ts THE hey would inf
ow a dove egy RecalT
eM
es
mane ea cio
Sra era yg vai settee
ach at
cements 2
technique Eye™® ‘commercl a
tote tied on ICE Gein the video CA show whey
The eye MOVEMERT tye sail ater OE eyechs
advertisement oe pupin ne cyecenges asthe
ie These evontns wider ag TS st
"il Dil yupill
ae a
avertbeme gues TH ey
acetate te “a
fol i sed on the »ntioned.’)
gary Tse Ment) Sl rece who hac ean
techniques ae wed to asa
esata The main postteing ee
et ee Se ci
ertaement ea effectiveness ofa" 20 :
ne ry nee ember about Memon es aroer trogen fell
SE raluates the dorms!
cont ag A rcoriton ts evs hem “
eee age aaanastngte alee Ney sa 69 Pe
of scores are used = mba ee
cof respondents who say they noticed gee br
‘e Noted: The percentage c
tray sked trough the magazine onsome PVN Son aa
ore tated: The percentage of esponctents who aid they noiags TS |
‘Associa contains the advertiser’ name O° 1OB0. asia
«Read Most: The percentage ofrespondents whoreportedrendings The
cor more of thead copy: als
“This testis conducted after the ad has een run to determine the 2)
da i This test may measure the attention ago
se loos not measure thevalue ofthead inseling the produc, Another 3
ae nares that readers may confuse the ad with other similar ads, pose.
‘Recognition tests have some advantages. First, interview can’ bemornt?)t
‘more ads canbe tested. Third, cost ofthe testo yay
toeasy questions. Second,
“A recognition test is based on the assumption that there i a highproc
between reading the advertisement and purchasing the product. Arecogactiv,
objective and logical. It measures somet
Ttis simple fest and does not require any speci
on which the test
necessarily buy the advertised product. Some
advertisement may say yes just to please the interviewer.
thing which occurs under normale of
alised knowledge. Butthesseres
is based is not always true. Readers of an advertises sal
‘persons who have notretive
enol as exact,
forthe inesacness of nf Personal Sling and Sslesmansinp,_
Op Regal Tent Tas et one ee
at pesn mad by naar ot
EES uldance fer copy peter Auden ces NES
Fae near iedeignetoetsre the postiveimpresson iets
Ee ct el teadehecan recalnwongsaeh 18
ea nena ine ashe can ea hovingeen ina near Hes
Ey Sasori tpn ee
Fe epatly and variations in memory affect ee
yaa ticle whee hoa can make the respondent by th
Reciuct, A recall test can be of three types: aided recall, BCE
Se nanan ws
atte core
nailed reall and combined
watching the programme at the
al appeared are asked! So
{Do you remember seeing the commercial for
‘any brand of soap? and
+ ifyes, what di the commercial sy about Lux soap?
she fiat type of question is call nad eal beenuse te particular brand is
Porn Gsecond question iknow as idedreallasthespeciicbrandnamess
BAtione cca test fsulls are analysed to determine how many viewers
aN berect something specific about thead.
Recall ests have several advantages First they have been around for a}onB Te
Rect ae nccustoned to sing them. Second, those tests ae very Pope
Meinorms have been developed for thers.
vesion Tests : A persuasion test ora attitude change tst evaluates (he
coment by measuring whether the ad affects consumers
elven Dy a brand. Consumers are fist asked how likely they are fo 92
Forti They ar exposed toan advertsementfr that brand. Ate: spor
sr pgnimn asked about wal they intend to buy. Results areanalysed 0 determine
FP hes tention to buy has increased asa result of exposure tothe ad
suasion tests are very expensive.
vertisement.
‘Thoultimate measure of the success of an
als brand awareness, attitude change,
(id Attitude
advertisement is how well it achieves
tmemorability increase in sales, te
Test: Inthistest the extent towhich
rurable opinions about the product
the advertisementhas created
and the company is measured. Ranking,
thod, projective technique, semantic diferentiat ‘and Likert Scale are used for this
oe retest in erm foyaly,aexplance intent and preerenee
Ao Inquiry Test: This testis sedlojudgetheeffects ofboth Ne anclthe
He ecrevaasurementis done through inquities, Certain incentives are offered to
etivate te respondents to reply to Une inqutis, The incentive Wt beasample of
Produel a iar, a calendar, a booklet le, The sp test is used to measure
rioeness, Two or more versions of an advertisement f= ‘published in the same
vere newspaper or magazine. There may be some diffrence the twocopies.
respondents areasked to state thesedifferences 76 impact on interest, attitucle
terPonyalso examined. This method of copy testing may Me used to check the
net ns by running there ona limited basis orto test the sity Series /B- Com III Year
GATISH : Delhi University 5 a
dsonacomparnvebes coup
clreturn. BY’ Fone
reaction toone of aseries of
rete ich ofthe different ads cbt
‘Shuch the prospects
hich the Prventiger can deter
advertisement produces 31°77 he menstured by three typ satgo® Publication, {
test number
hemessageit wasintended to delivey, = eadership nat
sand matched samples.
+ Didtheadidelver
message it wasntinlended todajgy MPTEveMeRs?
Daa teat deliver any messageitoras c aa
fb oe ito the reseage HSM
Flow did the targetaudncer
5 one ocertvey nenpersve These alga
wuire detailed analysis ang tt
mtr of names. THES seep 0.6 Whata
eres pat greece Baers dag) Ans Case
beobiained. i Themaine
sie iologial Test = Ti et esters emotion gg 4. Pear
od ne ey monitoring pupil dilation, heart rate and other poet é
cient nentosecionmecteee 2
Tansee att spent
Mt tagernmomnen gts 2, Wong
though mn
I oysrame Tet Inistetreaconstoindidelsinggy Set
theseunseof TV commercial are evaksated. Viewers turn a dialor be
aoe seetn key pad to indicate their moment-to-moment rea ieee
aresecing on the screen, When this record is compared with the re
pants ofthe commercial which increased attention ot werelikedtteg 4, mpro
() Insnarket Test This test measures the effectiveness of nad, time.
finding out the actual sales results in the market place. The probe, 5, Wrony
Inrge number of interwoven factors produce sales, Itis nok posslehy lb
impact of advertising on sales. Another reason why in-markettestisnis 6. poor ¢
that by the time the sales figures become available, most of theines: "desire
already been made. Test results become available t00 late tobe oftss lnm
is very expensiveand time consuming. But the testismost vali if if aay
(ai) Tria! Campaigns: In thismethod of testing the adisrdleasains tae,
selected for the test. Sales maybe measured before and after the test Theis "aca
‘method provides actual sales figures to determine the effectiveness fais pert
itis very costly and time consuming, The cities selected must beoftiss ©-7- Whe
‘which factors other than advertising are identical. Ans. Ane
andle.adve:
(i Testing by Coupons: Someadsinclude coupons which theredet
to fil in and return. The question is whether the number of ingury mga 24
teliableindex to the efficiency of the advertisement. Majority oft potest
the advertisement may not respond,
| Function -
Advertising, Personal Selling and Salesmanship
(ih plea Tet A eave tad inoxpesivennver of condi the
gantry decal inno hence ih
ican then mated to comparable groupe of people The a cing the
vatest numb et peoribteCoaiercAaPaLa i =
sete inglcrlsiaby which the eotvnesoalindsofadvertsingean
Fea Witt s an eave adversemant for one set of conditions nol
Pecariyn cece sistent oars Anas
Shard sconobcatieclive Duta igh readership ratngaloneisnola
Bete panel ofiisifelivenes. Anestablshed product does nol requrethe same
Bee Peat en sdveriocncn rt new product would need mpi gent
Sas fts ithe ecoiguos ofboth pretestngand post testing hee fa
Seer st or picture canvol be crcl preicied, Whatever tet suse
teRenosre what issupposedto ensure) objective Ges rom Bios and
10,6. Whatare the causes of wast in advertising?
‘Ans. Causes of Wastin Advertising
“Themain enuses of wastein advertising areas lows:
1 Poor Panning: Uns he averting campaign weaned, noc
Peer e sing i likely to go wastes Poor planning Is the maj
Pete of waste in advertising, ew
‘rong Tangeting Incase the target audience not propel identi, the
ea ar nceage may fail to create the desired effect. For example an
a nt for safe driving in ral India woul resltin waste
Tproperhfedia: Media sleted tocar theadvertsement mustreaththe
TmperRsalence For example, pressmedia woukdbe less when thetargl
sutlencefsiliterate
._mproper Timing, The advertising campaign must be launched at heright
eer song tng ail ender thecampaigna waste.
Wrong Positioning: Advertising in a wrong positon fails, For example,
bbosids ancl poster in area having ite trafic would fall
Poor Copy: A poorly drafied and designed advertisement fais to generate
desired action.
- Unsuitable Agency :Fauly selection of advertising agency ike to make
advertisinginelfective,
Tack of Coordination: Inte absence of proper coordinalion between cifferent
patiipation, an advertising campaign i ikly fi
Q.7, Whatace the functions of advertising agency?
vans, An advertising agency isa service business dedicated to plan ereateand
Fanci advertising forts clients, They act as facilitating organizations and
an ae ventises in advertising related activities to help them eller reach
(e#08 oft
Froblems ofthe client with the creative team ofthe company whichitsys “ASC! fean
for solution of the client’s problem in the form of an ad. omplaints G
(0 Media Buying: Because of media fragmentation and, proliemmliedice be
relating toad placement in mediais a crucial decision. These agenciestgssearch Com
~ space and time on behalfof advertiser. The media buying or serviced ASCTaim:
people have contacts with the suppliers of various creative media andisegulation wh
information and knowledge about media. For example, they willbeableti
dace negotiate with printesif an agency s procucingfyersforadel "ure
‘Hala has fs unigue characteristic and people in the meciabuja | 5
understand the nuances of diferent media and will search best melas * Ttsh0
according to the client's needs at the best price. These people alsoale# * Itsho SATISH: DELHI UNIVERSITY SERIES,
B. Com. III Year (Semester-V1)
Advertising, Personal Selling and Salesmanship
Werlising budget across various media; decide about the frequency size and
ition of the advertisement to help advertiser reach its target audience in a
joreeffective manner, fr its target aucl
a Research: esearch sa vita fonction nan advertising agency a ecsons
Be renin hema rediacenees mage lon
ae rere ele conde ln cepth research rlaied to consort market
ao re a gai information abou products strength and wesknesss
SP a eiion, alitides belts about product, postioning of product
Beane ct ptlors cle: Decisions epning meta selection, campaign
so lly appeats etc are taken on the basis of rerearch, Research
ee ipareble for gathering the necesry Information rata 9
Heepe ene furke stuntion, cstomer and competitor analysis creative
ideasete
Fh) Makating Services: The aden enya perms atonal
Fulda sch a panting of sale mate publicly campaigns
eee fet consumers designing products and packages developing channels
ec a mtrung pices andraleof discount tc es usefal
(Asaeiutc scien hepato henatrcnd tandems condtons
seutpalfAccordlingly, the client produces goods keeping in his mind,the prevailing
Sues aiitions inthe market Since clients expect some services from agencies, agencies
x me sop-shop of o thet clients
vo natis Advenicing Standard CounclofTndia (ASCH)? What are the
ples of ASCI?
"Ans, ASCI stands for Advertising Standard Council of India. It is a self
fegulsted, voluntary organization ofthe Advertising Industry aims to maintain
Mratenhance the public's confidence in Advertising.
‘The Advertising Standards Council of India (ASCI) established in 1985; 1s
mitted to the cause of Self-Regulation in Advertising,
tection of the interests of consumers.
'ASCI team comprises of Board of Governors (16 members) and Consumer
“Council (19 members). ASCI was formed with the support of all four
riwith Advertising, viz. Advertisers, Advertsing Agencies, Media
the Press) and others like PR Agencies, Market
‘and ensuring the
NASCl aims to ensure that advertisements should fllow its code of selt
lation which requires:
= Advertisement should be truthful and fai. It should not mistead the
customers.
+ [Eshould be decent and follow the general rules of decency.
« Itshould not promote the hazardous products. 7" ys
gysevies/ B.Com IT Year Semestey
)
js observe fAirNess ing
sean the marke plag
efformed on ch
ympeting
i should ensure t
that consumers
brands or firms ang
paeens ve, repulsive or offensive then
should be avoids
the memb:
cite wont is knowingly COPY ora
above,
jy tsindecent, vuln
Besictes the
sina
ers are prevented (0m pug, [
repulsive oF off
i
‘andtconcernsa prod
treatment,
ditugs.
sure that advertisemer =
*acptes of ASCT:ASCISEHKSIORTSLS | Stony ee
Principles of AST ertsements eed Pe ites
rent: ASCLaims LOCASUTE they Hal
tent cinims made by advert Gates
rertsgy Wales
g advertisement, Adyecdl
8 Advetiigs P
Code for SelF-Regulation.
«Truthful and Honest Advert
nd honesty of representation?
an safeguard ogaunst mislead
work be truthful, fait ane non-derogatory to eon,
shoul Peentshould not bemisiending and plagiarized,
+ Non-Offensiveness: ASCLensurt
the bounds of generally accept
propriely.
est Advertise
sthatndvertoomente sha
standards of public deal
« Ecreguading tle madesurendvertsement 50" used ind otf
Saker d Eon of products, Nazarlous or harmiul o cine
individuals particularly minors to 2 degree unacceptable io, ihe oe
avlarge. wget
«- tuierese in Competition: ASCI also insures that advertises Fa
that the consumer’s need tobe infaee(
competition in such a way
ra reatiy the market place and the standard of generally yqjgen
daorsettive behaviour i business ave both served. gat
0.9, Explain in detail various types ofadvertising agencies, *
“types of Advertsing Agencies—On the basis of functo al
ere ering agencies can be classed
ree rphelargesine agencies ar6 full service agencies of a
Set amall size agencies are specialized serving,
and servi
small size
ca ventning Agency —These are the agencisthtons |
complecacvertsng spain. These types of agencies erform ale
Foo att thas) et eneop-stop solution to ts clients fe
agency offers their elien sa full range of marketing, ei ee
promotion service, inlud 5g planning creating and producing, heed
performing the research’ pd selecting themedia,
ve
~ (@ Full Service ‘Advertising, Personal Selling and Salesmanship st
rtmay lso offer non-advertisng services such as trategicimarkelplanni
production of sales promotion, safes training and I eae Snow material
production ontvof the entire burden of advertising, Generally, these agencies
etieves it ce medium size and have associations with other companies
ar ot a evics lke marketing research, media buying lm production
Sales promotion ete.
Tos and Cons of Full Service Agency—This type of agency is 3p fe
provice turn-key operations ae they have acces toa wide vane) of
Picpie and other services, They have stronger polo ale ‘wider contracts,
peopl on ot reach and benefits of synergies of an operating on le scale
Wisndvantages with these agencies are that they may Tack the desiree
npuiigy the savertiser and there also the possibility thatthe 9gs0ey Oy
ene aderstand the company, orth product and services th ft 208
ot fly unciy ean be closed-minded and if they aren't constantly OOCNE
ra ttn ideas and creativity may be lst for which the Gule SBoT
referred over in house agency. Als they have Mah Oveshe SEy ‘which
prefered over 1 horse option and there might be a problem of lack of
oordination between the departments
10) Speclalized Agency—As the name suggests, these are the PS! CE
Iagencies iat are specialized in ether a ceriain areaor certain function. These
BBsnces don’t provide the entire range of advertising servis tr they
Provide a particular service either in a particoar indusy 910% Medical,
Provide ycallgn, Financial Industry et in apaiclarfnction $60
Rea retatet Public Relations, Marketing Research, Media Buying, Creative
Services ete
“These agencies can further be classified into three parts, namely:
() Creative Boutiques,
( Media Buying Agencies, and
(i) Research Agencies.
(@ Creative Boutiques —This kind of specialized agency Prov creative
er oa caly, It is generally established by art directors, copy Wn and
Sr sco creative services include the creation and execs of
ducers (i incorporating new creative ideas and appea's, Ths (Pe of
gency is generally small in size having few stat ‘members only.
goorenne ss
es yw
work to
time staff memb
jpproach {0 an ad)
saris! itu, Ad
nteaet
ig ——
ful
wets nip Services at
they reba Tey wn a jor advantage of wsingeM py agent
reser PNT ave Bout rash a POY Ses ney i oe
rosand Cons Of Ferock which Oe avwbacks like these agenlfiming ete. The cl
sony qa ers C0 oes, tere may be mpersices tata
cave sls)
Sans ying agencies are inden shilt ofthe agen
oe OC agence Nene ee cae telecine
Cay Media BOT AE the Day gences As thew (io) Past reco
es hl Fa ade offerte client cheape olesting an a8)
ly get is aa channels have progye o! umbe
Fetes hc teming cabin sone PY so
ote Per tients needs ampletion of pr
as per the agencies Ths lyP Of AGENCY is an anor One
eH goin Bing ABE gn peel what nog om more
cles often st
ulservice agen ant
08 ani + () Reputatic
euler are ped with negotiation Skil as th P
in the Par They are belle COUPES. standing of media, They aig dVeTusing agen
not. They dd understancling, hey a goers poate
shat does formation an t
edge and nite advertise feels Out of te :
Beli argent 2 Ute oe ment, Moreover iit cdoes net. the clients,
a undesiobl Work mers, product and mark, ye" Boe feP,
faneion Ta dvetsts may Tot cst 0 Managen
sper y out research work. PSS Rnase
Jer_ Such agencies cary Ou etd etree
Tasch ert ofinfornalion regarding congue) sus!
omer refeecs atts Pat peas ana
Tuts ingredients, quality features, design ete, Even fulley (yi) Fees ch
cae esearch work fo these cates agencies ““auonal amount
= fes—They provide large amougharges fo I
“nd Cons of Research Agencies—They ‘Be amoumharge BS
cos Cat is eet ine mow ble advertuongented nde
Infomation is ngtauience. They provides this information focegat sus his/he
Specialists for use es an input (0 creative process Expensive tesearchy Q,11. Write
Freee igerensts and thus may bean expensive option for advertises. Ang. Client.
1Q-10. Whatate the determinants in selection of advertising agency?yrmal contract
‘Ans, Determinants in selection of advertising agency ~There are miPect from age
factors nich affect the selection of agency. These factors areas follows, 6 of oan
() suiablty ofthe requirements: The advertising agency needs fat J0n8er the
combate nh tne needs and requirements of clients. A cient secsgery ot
eirpising agency thatbest sults the requirement of the cients of intemeesy ep eee
incon advertisment typ, credit policy etc. Normally, te client lees ">
‘agency in his/her vicinity Clients also takes a close look atthe type of ser, S0me of th
agency provides like fll services or specialty service before it, Clients ala ySiments,
= aot apecialty i clients aid tesponsibi
Interested fo se ifthe agency is not handling competitor's account. Cea. Ree ncie
Pali olthecompany isso considered beforeselecting an agency. camraign
ne
south eset
Toads wasting ad
(upecach Apes
pa progct I co stenviy
Advertising, Personal Selling and Salesmanship 3
p Services and facilities offered: The infrastructure an aie offered
stn yy dieacten, ts contacts atl reach with meta are iypostant considerations 7
$H08 cg, BY 86S encies offer services like modern photogenphy, printing, ype sett
Oty ing ts Th clont aclets an advertising agency on the bass of masimum ;
ley durvices that an agency’ offers ata reasonable cos |
{REmStal Yip cay: Anoulsdeadvetsingagen ssclecedprimaniybecuse
"ak, of creative skills that agency's personnel have, So, a client sees the creative
Indep, Salsa ie ogeney im poterap, ay copy wang med te: Dloe
2 idepenadactectng
Fanaa ta eco: ot rd fhe gency sores as maori we
heaps selecting an agency Past record refers to the performance of the agency In
opr
att
forms of number of accounts handled, ypesof aecount handed, effectiveness
"al ofthe eampalgas designe by the agony image ot the agency theindusty,
folel completion of projects in tise cte.A cient analyzes the past record tose the
felinility of tke agency 0s agency having more experience inthis field can
748 an eg perform mo ciently an effectively. is
At works) Reputation The reputation ie ove godwll and prestige of the
hey clash advertising agency helps in selection, The popularity of the agency depends
‘ey also gos past cord steal ine) competion ot project god relations
he logaith the clients, prompt services ete. A client normally selects the agency
{8:80 clfaung good repation nthe mest
Nstonuge'__ () ManagementThe client also considers management ofan agency before
‘sclecting an agency: Managements involvement in the campaigns, leadership
‘cextensiyg style and polices of hemanagensent are given due consideration while selecting
Sconsunean agency. Also, a good agency mist have adequate experienced team of
market si specialists and thei atitudes, stills should match the needs of clients.
an fullsery) (vi) Fees charged: A client chooses an agency that charges reasonable and
ee ‘rational amount for the services it renders. Different agencies have different
fe amouni charges for its services. The charges depend upon the reputation, services
‘tisementiendered and techniques adopted by the agency. A client picks up an agency
nto-creathat suits his/her budget.
esearch m Q.11. Writea short note on client agency relationship management.
Iwertiser. Ans, Client-agency relationship isa contractual relationship formed by a
agency? formal contract between advertiser and agency which specifies what clients
ject from agency, basis of remuneration or basis of contract termination ete.
esate Mes of major concern to both the client and agencies because ofthe premise
lows at longer the vlatonshp, beter i. Good client agency slatonshp is
need lena or the success ofthe campaig, A good relationship wil eum
fective advertising campaign at a rational cost and image-building and
sonable remuneration. 1
‘Some of the ways to build a healthy relationship are making initial
GofseM yen eating och ther wih espe sharing neato, conience
junt. Cr ind responsibilities etc. Also, agency should carefully understand the client's
cls, Agencion must Keep its cients abreast of al the changes in the market
©} Medicampaign They should also be viling to incorporate the changes suggested (Gemester-yy)
, a
mt’s need precisely and go
the chien’ | the privacy of th
ec nah tice nas re ey cma aa
them op spend the client's a (eh wards. ae
dala and ne client rather (ho cy 50 that the efficiency gn a way th
Serene a i gene 2 range ag a
Cena wos aio SPA esses seen can vig custome
ean be maxim mn agency. PeOPle OT ole can Visit thepmisieading
a :
Betis af AP rundesetand Yay ginstorming event or quexamples
susiness int order to” have occasion?’ i know each other gat 1
Bei mil tt on ca paar
‘days in which the (we AE eae cr endad amexageerss|
Regular mest Wi ive caplle Oda tefecdback given by ati =A
while a pased en by gg ct 2
Sr egercy should coro Te valle to et aeomeye
Necessary Fob snay and set objective they should also give then etucceed i
Stto manage the aBet ois :
Freedom to introduce thelt Sa persia to both agencies and clja,”, ae fi
lationship # Pen il to deliver the expeq oe
hough a Neal sea aces, When agencies [0 todalver thomas 6
put si there are sever When a en agencies fet an ;
rformance thenellens PL OPC co verance process. Other reasons| {refers
a a compensation disputes, agency isligion,
higher spender SEN
ivorce are changing Ci advertising agencies being ca
San rea ihe sk
“the agents providing #4 Cre rhey are better named as communica
partnersoffering mulliplessrvor cies! They offer entire communica.
ANE Et rang, preparing markeling-nbs elpinnidass
(Q. 22. Discuss various ethical issuer slated E pee, santero
itl isk branchofsocialscence that als with good and bad oromot
Pasi oO asble behavious, Moral principles are rules or standards} make
Hight and wong, ae
Thies in advertising means the moral obligations and responsibil,
the sdvertiser towards the society while carrying out its advertising camps
Free tat only true facts, no exaggeration ancl no lies, about the prod 0%
fewiee, Iden or institution should be stated, in the ad. Ethics in adverts 0°
also means that only good products, services and ideas should be advert
‘Advertising for products like liquor, cigarettes, tobacco, and other herm
products should be avoided. Ads showing testimonials should be restrict
competent persons, who must express honest views and choices. Ads in p ere
taste and offensive to public decency with double meaning tone must cP'®
avoided. Ads should avoid attacking unfairly competitors. peace
Ethical Issues in Advertising : There is no doubt about it that advertis (4)
allel casumet behaviour So in order to garner more matket share dyer
hing more attention, advertisers sometimes forgo their moral oblige
ult of
xample,
reoty
rnegat “Advertising, Personal Selling and SalesmanshiP
“thical work, Ths section gives a brief on all he
the advertising standards
eceplive when ts presented
wwe been different
eal practices that challeng
1 Deceptive Advertising: Advertisement
haa auy the ters the consumer behaviour which could ha
pany hata prctc that orn ceva fc and mie, the
Fe ean ter untae pad testimonials to convince Dave Ue re
Esstomers, Use igparginga rival prague i améleaig MAN,
Fae reading navertisers of antag SEAMEN ad
ares Tine weight Tse progres 200 SN SN nd
finprovins, oo tainsor tay supplement arecsual/ EO Ta
peertaroduc claims. For example, Fale Lovely toh the models in
escarole oe tat within 10 days they can ge lk IKE COMET ES)
Bie advert ee: abot tates that with only fat
