ADVERTISING NOTES

Case Study
• Career in PR Vs Career in Advertisement
Public Relations (PR) and advertising are related fields within the broader spectrum of
communication, but they have distinct differences:

*1. * *Purpose:*
- *PR:* Primarily focuses on building and maintaining a positive image for a brand,
company, or individual. It involves managing relationships with the public and media.
- *Advertising:* Aims to promote a product, service, or brand through paid
messages. The goal is to persuade and influence the target audience.

*2. * *Credibility:*
- *PR:* Often seen as more credible because it relies on earned media coverage,
meaning the information is disseminated by third-party sources.
- *Advertising:* Relies on paid channels, which may be perceived as less credible
since the audience knows the message is coming directly from the advertiser.

*3. * *Control:*
- *PR:* Less control over the message dissemination, as it relies on media coverage
and public perception.
- *Advertising:* Offers more control over the content and placement of the message
since it is a paid promotional activity.

*4. * *Cost:*
- *PR:* Generally, it's considered more cost-effective since it relies on media relations
and organic coverage.
- *Advertising:* Can be expensive, especially for prime placements or during peak
times, as it involves paid spaces.

*5. * *Media Channels:*

- *PR:* Involves working with journalists, influencers, and various media outlets to
generate coverage.
- *Advertising:* Engages with channels like TV, radio, online platforms, and print
media to showcase paid advertisements.

*6. * *Measurement:*
- *PR:* Evaluation is often based on factors like media mentions, sentiment analysis,
and brand perception.
 - *Advertising:* Success is measured through metrics like reach, impressions, click-
through rates, and conversions.

*7. * *Timeline:*
- *PR:* Relationship-building takes time, and results may be gradual as it relies on
organic processes.
- *Advertising:* Can provide more immediate, measurable results, especially in
terms of direct response.

*8. * *Strategy:*
- *PR:* Focuses on storytelling, reputation management, and creating a positive
brand image over the long term.
- *Advertising:* Emphasizes creating compelling messages to drive short-term sales
or specific actions.

Ultimately, the choice between a career in PR or advertising depends on personal

preferences, strengths, and the type of communication challenges one finds most
appealing. Both fields contribute significantly to a brand's overall communication
strategy.

• Ethical Consideration
Ethical considerations in advertising practices
Ethical considerations in advertising practices are important to ensure that advertising
is honest, fair, and respectful of consumers. Some of the key ethical considerations in
advertising include:
• Truthfulness and accuracy: Advertisers should avoid making false or misleading
claims about their products or services. They should also avoid using deceptive or
exaggerated language.
• Fairness and honesty: Advertisers should avoid using unfair or deceptive marketing
practices, such as bait-and-switch tactics or high-pressure sales techniques. They
should also avoid stereotyping or exploiting consumers.
• Respect for consumers: Advertisers should respect consumers' privacy and avoid
using intrusive or annoying marketing techniques. They should also be responsive to
consumer complaints and concerns.
• Sustainability and environmental impact: Advertisers should consider the
environmental impact of their advertising campaigns and products. They should also
be transparent about their sustainability practices.
• Social responsibility: Advertisers should be mindful of the social impact of their
advertising campaigns. They should avoid promoting harmful or discriminatory
messages.
• Cultural sensitivity: Advertisers should be sensitive to cultural differences when
advertising in different markets. They should avoid using offensive or insensitive
language or imagery.
Here are some practical examples of ethical advertising practices:

• Amul: Amul's advertising is known for being truthful, accurate, and fair. For example,
Amul's "Real Milk, Real Taste" campaign educated consumers about the benefits of
real milk and positioned Amul as the brand that offers the best quality milk.
 1. Types of Media
There are many different types of media that can be used in advertising and PR,
each with its own strengths and weaknesses. Here are some of the most common
types:

• Print media: This includes newspapers, magazines, brochures, and

flyers. Print media is a good way to reach a specific audience, such as people
who live in a particular area or who are interested in a particular topic.
• Broadcast media: This includes television, radio, and online streaming
services. Broadcast media is a good way to reach a large audience
quickly. However, it can be expensive to produce and air broadcast commercials.
• Digital media: This includes websites, social media, and email. Digital media is a very
versatile and cost-effective way to reach a large audience. It can also be used to
track the results of your advertising and PR campaigns.
• Out-of-home media: This includes billboards, bus stop benches, and taxi tops. Out-
of-home media is a good way to reach people who are on the go. It can also be used
to build brand awareness.
• Specialty media: This includes trade publications, industry newsletters, and
professional conferences. Specialty media is a good way to reach a specific
audience, such as people who work in a particular industry.

• Internet Media: This comprises both Internet and mobile mass

communication. Internet media include services like email, social media sites,
websites, and Internet-based radio and television4. Other types of internet
media include Emails, Social Media, podcasts, online forums, blog websites,
classified ads.

• Public relations: Public relations is the practice of managing the public's

perception of an organization or individual. This can involve issuing press
releases, responding to media inquiries, and building relationships with
journalists and influencers.

• Sponsorships: Sponsorships can help you reach a new audience and build
brand awareness. You can sponsor events, teams, or organizations that are
relevant to your target audience.

2. Advertising exposure model

 The Advertising Exposure Model is a persuasion process that explains the
various processes that occur once consumers are exposed to an
advertisement.

Objectives of Ad Exposure Model

• To understand how effective repetitive advertising is.

• To identify which consumer groups are most likely to respond to repetitive
advertising.
• To learn how established brands and new brands respond differently to
advertising.

Findings of Ad Exposure Model

• Advertising exposure strengthens existing preferences rather than creating

new ones.
• The most effective number of ad exposures per week is two or three.
• Consumer familiarity with a brand influences how they respond to advertising.
Ads for established brands are more effective than ads for new brands. New
brands need more ad exposures to have an effect.
• Brand loyalty and preferences are the strongest factors influencing brand
choice, followed by product features and price.

Interpretation and Implication of Ad Exposure Model

• Consumers are more likely to choose brands they are already loyal to.
• Advertising exposure may increase the amount of a product that is purchased,
but it is not likely to change which brand is chosen.
• Advertising is not the only factor that influences purchasing behavior. Other
marketing mix variables, such as product features, coupons, and price, are
more important.

3. AI in Advertising
AI-powered advertising is a type of advertising that uses artificial intelligence (AI) to make
decisions about how to target and deliver ads. AI can be used to collect data about users,
analyze that data to identify patterns, and then use those patterns to predict which users are
most likely to be interested in a particular product or service. This information can then be
used to target ads to those users, making them more effective and efficient.

Types of AI

• General AI (also known as strong AI): This type of AI is still theoretical and
does not exist yet. It is the kind of AI that we see in science fiction, and it
would be able to understand and reason like a human being.

• Narrow AI (also known as weak AI): This is the type of AI that we use in most
applications today. It is designed to perform specific tasks, such as image
recognition, natural language processing, or decision-making.

Benefits of AI-powered advertising

• More personalized experiences: AI can be used to create personalized ad

experiences that are more relevant to each individual user. This can lead to
increased engagement and conversion rates.

• Better targeting: AI can be used to identify the right audience for a particular
product or service with greater precision. This can help to reduce wasted ad
spend and improve the return on investment (ROI) of advertising campaigns.

• Faster decision-making: AI can be used to analyze data and make decisions

in real time. This can help marketers to quickly adapt their campaigns to
changing conditions and maximize their impact.

Examples of AI-powered advertising

• Social media advertising: AI is used to target social media ads to specific users based
on their interests, demographics, and online behavior.

4. Difference between Target Market and Target Audience

Target market is a broad group of people who might be interested in your product or
service. It's like a big pool of potential customers.

Target audience is a specific group of people within your target market who you want
to focus on for a particular marketing campaign. It's like a smaller, more defined
group of potential customers.

5. Advertising Funnel
6. Purpose of PR & its types
Public relations (PR) is the practice of managing the communication between an
organization and its public. It's about building and maintaining positive relationships
with key stakeholders, such as customers, employees, investors, and the media.

Purpose of PR:

• Enhance reputation: PR helps organizations build and maintain a positive

reputation by sharing positive news, showcasing their achievements, and
addressing any negative issues in a timely and transparent manner.

• Shape public perception: PR professionals work to shape public perception of

an organization by influencing how it is portrayed in the media and through
other communication channels.

• Build relationships: PR fosters strong relationships with key stakeholders by

engaging with them proactively, responding to their inquiries, and addressing
their concerns.

Types of PR:

• Media relations: This involves building relationships with journalists and

pitching stories to generate positive media coverage.

• Crisis communication: This involves managing the communication during a

crisis to minimize damage to an organization's reputation.

• Internal communication: This involves communicating with employees to keep

them informed, engaged, and motivated.

• Investor relations: This involves communicating with investors to keep them

informed about the organization's financial performance and strategic plans.

• Social media PR: This involves using social media platforms to connect with
target audiences, share news, and build relationships.

7. Media Buying Functions

Media buying is the process of purchasing ad space and time on various media
platforms to reach a specific target audience. It involves selecting the right media
channels, negotiating ad rates, and placing ads to maximize the effectiveness of
advertising campaigns.

Here's a simplified breakdown of the key functions of media buying:

• Media Planning: This involves developing a comprehensive media plan that

outlines the target audience, campaign goals, media channels, and budget
allocation.

• Media Selection: This involves identifying and selecting the most appropriate
media channels to reach the target audience effectively. Factors to consider
include audience demographics, media consumption habits, and channel
costs.

• Media Negotiation: This involves negotiating with media publishers to secure

the best possible ad rates and terms. Factors to consider include ad inventory
availability, audience reach, and campaign duration.

• Ad Placement: This involves placing ads on the selected media channels at

the most effective times and positions to maximize ad exposure and
engagement.

• Campaign Optimization: This involves monitoring campaign performance and

making adjustments to ad placements, messaging, and targeting to improve
results.

• Performance Reporting: This involves tracking and analyzing campaign

metrics, such as impressions, clicks, and conversions, to measure the
effectiveness of the campaign and provide insights for future campaigns.

8. Aperture Media

Aperture point is the ideal moment when an advertising message reaches a potential
customer who is receptive and likely to take action. It's the intersection of when
someone is actively seeking information or considering a purchase and when they
encounter an ad that addresses their needs.

Media planners strive to identify and reach consumers at this crucial aperture point.
They utilize various information sources to make informed decisions about media
selection and ad placement:

1. Creative sources: These provide insights into the ad's theme, message, and
target audience. They include creative briefs, market research, and audience
personas.
 2. Marketing sources: These provide data on product distribution, market share,
and competitor strategies. They include sales figures, market research
reports, and competitive analysis.

3. Media sources: These provide information on media popularity, audience

demographics, and cost forecasts. They include media ratings, audience
profiles, and advertising rate cards.

Setting Media Objective

Media Planning objectives are directed by the following key questions:
• Who to Target
Assessing The media for target audience opportunities
Discrepancies b/w language of internal research and external media
research
Lack of reliable audience research for new media
• Where to target – Location
Distribute advertisement money in alignment sales or sales potential
distribution across the country
• When - Time frame
Seasonality
Product launches
Opportunity SOS
• How Long – duration
Budget and schedule, consumption cycle ( Movie ads) , competitive
advertising(avoid clutter)

9. Difference between PR and Advertising

Public Relations (PR) is about building and maintaining a positive reputation for an
organization. It's about telling stories about the organization that will help people
understand and appreciate what it does. PR professionals work to get their clients'
stories into the media, so that people will hear about them organically.

Advertising is about paying to get people's attention. Advertisers create ads that are
designed to be persuasive and memorable. These ads are placed in media outlets,
such as newspapers, magazines, websites, and social media, so that people will see
them

10.Steps involved in advertising planning

 • Step 1: Define your advertising goals

What do you want to achieve with your advertising? Do you want to increase
brand awareness, generate leads, or drive sales? Once you know your goals,
you can start to develop a plan to achieve them.

• Step 2: Identify your target audience

Who are you trying to reach with your advertising? What are their demographics,
interests, and needs? Once you know your target audience, you can choose the
right media channels and messaging to reach them.

• Step 3: Develop your advertising budget

How much money do you have to spend on advertising? Your budget will
determine the scope of your campaign and the types of media you can use.

• Step 4: Choose your media channels

Where will you place your ads? There are many different media channels available,
including television, radio, print, online, and social media. Choose the channels that
are most likely to reach your target audience.

• Step 5: Create your advertising message

What do you want to say to your target audience? Your message should be clear,
concise, and persuasive.

• Step 6: Develop your ad creative

What will your ads look or sound like? Your ad creative should be eye-catching and
memorable.

• Step 7: Place your ads

Once your ads are ready, you need to place them in the media channels you have
chosen. This may involve buying ad space or time from media outlets.

• Step 8: Track your results

It is important to track the results of your advertising campaigns so that you can see
what is working and what is not. This will help you to improve your campaigns in the
future.

11. Media Effectiveness

Media effectiveness refers to the ability of a media campaign to achieve its
intended objectives and goals.
These objectives can vary depending on the specific campaign and the
organization's overall marketing strategy.
Some common objectives include:
• Brand Awareness:

Assessing how well a media campaign has increased the target

audience's awareness of a product, service, or brand.

• Audience Engagement:

Measuring the level of audience interaction and engagement with the

campaign content, such as likes, shares, comments, and
click-through rates.

• Lead Generation:

Evaluating the campaign's ability to generate potential customer leads.

• Sales Conversion:

Determining the impact of the media campaign on actual sales or

conversions.

• Customer Retention:

Measuring customer loyalty and retention through the campaign.

To measure media effectiveness, businesses use key performance indicators (KPIs),

which are like special numbers that tell you how a campaign is doing. Some common
KPIs for media effectiveness include:

• Reach: How many people saw the campaign.

• Frequency: How many times each person saw the campaign.
• Impressions: The total number of times the campaign was shown.
• Click-through rates: How many people clicked on the campaign's link.
• Conversion rates: How many people who clicked on the link bought
something.
• Social media engagement: How many people liked, shared, commented
on, or otherwise interacted with the campaign on social media.

12.Key Media Objectives

• Target Audience Segmentation: Identify and define specific audience
segments to tailor messages and content for maximum relevance.
• Brand Visibility: Increase the overall visibility of the brand through
strategic placement across various media channels.
• Message Consistency: Ensure a consistent and coherent message
across different media platforms to reinforce brand identity and avoid
confusion.
• Market Positioning: Position the brand or product effectively within
the market to differentiate it from competitors and highlight unique
selling points.
• Conversion and Sales: Drive consumer action by creating content and
campaigns that encourage conversions, leading to increased sales.
• Customer Engagement: Foster engagement with the audience
through interactive and compelling content, encouraging
participation and dialogue.
• Return on Investment (ROI): Evaluate and optimize media strategies
to achieve the best possible return on investment, considering both
short-term and long-term goals.
• Educational Content: Provide informative content to educate the
audience about products, services, or industry trends, positioning the
brand as an authoritative source.
• Social Responsibility: Showcase the organization's commitment to
social responsibility and ethical practices through media initiatives,
contributing to a positive public image.
•

13. Various Stakeholders in PR

Stakeholders in PR are the groups of people or organizations that have an interest in or are
affected by the activities of a company or organization. They are the people who public
relations professionals need to communicate with in order to manage their reputation and
achieve their goals.

Here are some of the key stakeholders in PR:

Internal Stakeholders:

• Employees: Employees are the most important internal stakeholders for public
relations professionals. They are the ones who can most effectively represent
the company or organization to the outside world. PR professionals need to
work to build positive relationships with employees and encourage them to be
ambassadors for the company.

• Board of Directors: The board of directors is responsible for the overall

governance of the company or organization. They need to be kept informed of
public relations activities and approve major initiatives. PR professionals need
to develop strong relationships with the board and keep them up to date on
important issues.

• Shareholders: Shareholders are the owners of the company or organization.

They need to be kept informed of public relations activities and be confident
that the company is managing its reputation effectively. PR professionals
need to develop and maintain relationships with shareholders and address
their concerns promptly.

External Stakeholders:

• Media: The media is the primary channel through which public relations
activities are communicated to the public. PR professionals need to build
relationships with journalists and editors and pitch stories that will generate
positive coverage for the company or organization.

• Customers: Customers are the lifeblood of any business. PR professionals

need to build relationships with customers and encourage them to engage
with the company on social media and other platforms. They also need to
address any customer complaints or concerns promptly and effectively.

• Investors: Investors provide the money that allows companies to grow and
develop. PR professionals need to keep investors informed of the company's
plans and performance and demonstrate that the company is managed
responsibly.

• Government: The government is responsible for regulating businesses and

protecting consumer interests. PR professionals need to stay up-to-date on
 government regulations and communicate effectively with government
officials.

• Community: The community is the broader environment in which the company

or organization operates. PR professionals need to build positive relationships
with the community and address any concerns that may arise.

14. What is IMC

IMC stands for Integrated Marketing Communication. It is a strategic approach to
marketing that uses all available marketing channels to create a consistent and
unified message across the entire customer journey.
• Advertising:
- Definition: Paid, non-personal communication through various media
channels.
- Purpose: Build brand awareness, convey messages, and promote
products or services.

• Public Relations (PR):

- Definition: Management of communication between an organization and its
public to build a positive image.
- Purpose: Enhance reputation, manage crises, and maintain favorable
relationships with stakeholders.

• Sales Promotion:
- Definition: Short-term incentives to encourage the purchase or sale of a
product or service.
- Purpose: Stimulate immediate sales, attract new customers, and retain
existing ones.

• Direct Marketing:
- Definition: Targeted communication directly with individual consumers to
generate a response.
- Purpose: Establish personalized connections, drive specific actions, and
gather customer data.

• Digital Marketing:
- Definition: Utilizing online platforms, such as social media and email, for
promotional activities.
- Purpose: Reach a broad audience, engage with customers, and leverage
digital channels for marketing goals.

• Personal Selling:
- Definition: Face-to-face or interactive communication with potential buyers
to persuade them to make a purchase.
- Purpose: Build relationships, address individual needs, and facilitate
complex or high-value transactions.
 • . Events and Sponsorships:
- Definition: Participation or support in events, sponsorships, or community
activities.
- Purpose: Enhance brand visibility, create positive associations, and
connect with target audiences.

• Content Marketing:
- Definition: Creation and distribution of valuable, relevant content to attract
and retain a defined audience.
- Purpose: Establish thought leadership, engage audiences, and drive
profitable customer action.

• Social Media Marketing:

- Definition: Promotion of products or services through social media
platforms.
- Purpose: Connect with audiences in real-time, build brand loyalty, and
leverage user-generated content for promotion.

These IMC tools work synergistically when integrated strategically, ensuring a

cohesive and comprehensive communication approach across various
channels.

15. Problems
A) GRP, Research and Advertising Frequency
B) Sales Projection & Share of the market.