MEANING

• The term 'advertising' is derived from the Latin

word 'adverter' which means 'to turn the
attention. Every piece of advertising attempts to
turn the attention of the readers or the listeners
or the viewers or the onlookers towards a
product or a service or an idea. Therefore, it can
be said that anything that turns the attention to
an article or a service or an idea might be called
as advertising.
• The most widely accepted definition of advertising is the
one which is given by the American Marketing
Association, according to which advertising is "any paid
form of non-personal presentation and promotion of
goods, services and ideas by an identified sponsor.“
• This definition highlights the following features of
advertising:
 Advertising is a paid form of communication.
It can take any form-visual, audio, oral, written etc.
It involves a non-personal presentation.
Goods, services and/or ideas are promoted and presented.*
The sponsor is identified.

• “Advertising is paid, non-personal communication of

information from an identified sponsor using mass media to
persuade or influence an audience so as to maximize profits”.
Definitions
• According to William J. Stanton, "advertising consists
of all the activities involved in presenting to the
audience a non-personal, sponsor identified, paid for
message about a product or organisation”.
• C.H. Sandage defines advertising as “a form of
communication in which the communicator can control
the character of his message and have it delivered to
either a select or a mass audience at a very low cost”.
• According to John J. Myers, "advertising is
dissemination of information concerning an idea,
service or product to compel action in accordance with
interest of advertiser.
Purpose of Advertising
 Advantages/Significance
of Advertising
• The advertising benefits two main groups, namely:
• Manufacturers, and
• Consumers.
 Marketing Mix

The marketing mix refers to the set of actions or tactics used by a

company to promote its brand or product in the market. It encompasses
various elements such as product, price, place, and promotion, which are
strategically combined to meet the needs of the target market.
•Supporting Sales: Advertising can drive sales by prompting potential customers to take action. Calls to action (CTAs) in advertisements
encourage consumers to make a purchase, visit a store, or engage with the brand in a specific way, contributing to the overall sales objectives.

•Reinforcing Messages: Through repeated exposure, advertising reinforces key messages about a product or service. Consistent messaging
across various advertising channels helps in reinforcing the brand's positioning and maintaining a top-of-mind presence among consumers.

•Creating Awareness: Advertising helps in building awareness about a product or service among the target audience. By using various
channels and mediums, companies can introduce their offerings to potential customers, making them aware of the brand's existence and what
it has to offer.

•Building Interest and Desire: Effective advertising can generate interest and desire for a product or service by highlighting its features,
benefits, and unique selling propositions. Through creative and persuasive messaging, advertising aims to capture the attention of consumers
and influence their perceptions.

•Promoting Brand Image: Advertising contributes significantly to shaping the brand image and identity. Consistent and well-crafted
advertising helps in establishing a brand personality, creating positive associations, and differentiating the brand from competitors.
Creating Awareness: Advertising introduces new products or services to potential customers, increasing awareness of their
existence in the market. By showcasing features, benefits, and unique selling points, businesses can attract the attention of the
target audience.

Highlighting Benefits: Advertisements often focus on the benefits of a product or service. By emphasizing how a particular
offering meets the needs or solves the problems of consumers, advertisers aim to create a strong incentive for potential
customers to make a purchase.
Building Brand Image: Consistent and effective advertising contributes to building a positive brand image. A strong brand can
instil confidence and trust in consumers, making them more likely to choose a particular product or service over competitors.

Promotions and Discounts: Advertising is often used to promote special offers, discounts, or limited-time promotions. This
creates a sense of urgency and encourages consumers to take immediate action, thereby boosting demand.

Educating Consumers: Advertising can be used to educate consumers about the features, uses, and advantages of a product.
This information can help consumers understand the value proposition and make informed purchasing decisions.

Targeting Specific Demographics: Advertisers can tailor their messages to specific demographic groups, ensuring that the
content resonates with the intended audience. This targeted approach can lead to increased interest and demand from the
identified consumer segments
1 • Effects on Production

2 • Effects on Market

3 • Effects on Consumer

4 • Industrial Growth

5 • Agriculture Growth

6 • Growth of Nation
 Different Approaches

1.DAGMAR Approach
2.Hierarcy-of-Effect Model
3. AIDA Model
4. Innovation-Adoption Model
5. Information Processing Model
DAGMAR (defining advertising goals for measured advertising
results) is a marketing model used to establish clear objectives
for an advertising campaign and measure its success. The
DAGMAR model was introduced by Russell Colley in a 1961
report to the Association of National Advertisers and was
expanded upon in 1995 by Solomon Dutka.
Making consumers aware of the brand.

Making the product and its benefits more

understandable.

Selling the product to consumers and convincing

them they need it.

Making consumers buy it by persuading them.

 2.Hierarchy of Effects Model

The hierarchy of effects is a theory that discusses the impact of

advertising on customers’ decision-making on purchasing certain
products and brands. The theory covers a series of stages that
advertisers should follow, from gaining customers’ awareness to the
final purchase behavior.
 Stages of Hierarchy of Effects

1. Awareness
Gaining consumer awareness is the starting point of the entire process. For example, if a consumer intends to
purchase a smart phone, the marketing team of a phone brand must make that potential consumer aware of
the brand’s existence through its advertising. At the awareness stage, the consumer notices the brand but with
very limited knowledge about it.
2. Knowledge
After being aware of a brand, the consumer will start to evaluate whether the product under the particular
brand can meet his/her needs and how it is compared to other products and brands. It is essential to ensure
that sufficient information is available to consumers for them to know the brand well so that they can move to
the next stage.
3. Liking
At the liking stage, the process moves from cognitive to affective behavior. A brand brings emotional comforts
to consumers, and consumers form positive perspectives on the brand. For example, the smart phone
consumer might like the good-looking design or find the HD camera of a phone very helpful.
4. Preference
Although there are features that consumers like about a brand, they might also appreciate certain
characteristics of other brands. At the preference stage, the brand needs to differentiate itself from other
products and gain consumer preference over its competitors.

5. Conviction
Conviction is the decision-making stage where the consumers’ positive feelings of a brand convert to the
certainty of buying. Consumers settle their doubts and stop moving back and forth between brands at this
point.

6. Purchase
Purchase is the final stage of the hierarchy where consumers make the action to purchase. It is essential to
provide a positive purchasing experience to consumers, e.g., offering pre-order choices, instructions of usage,
or a guarantee of post-sales support. Such efforts may encourage consumers to purchase in larger amounts or
stick to the same brand for the next purchase
 Hierarchy of Effects Consumer Behaviour Stages

Lavidge and Steiner further grouped these six stages into three main stages of
consumer behaviour:
1. Cognitive
Also called the “thinking” stage, this is where the consumer gathers knowledge about
the product and becomes aware of it. This can be said to be a rational step where
pros and cons, product specifications etc. of a product are evaluated.
2. Affective
Also called the “feeling” stage is when the consumer starts developing a liking for the
product, and may even develop strong positive (or negative) feelings toward it.
3. Conative
This is the “behaviour” stage of the process. This is when the consumer, after
weighing the pros and cons, and deciding his/her preference actually buys the
product.
3.
 In addition to AlDA and Lavidge and Steiner's Hierarchy of Effects Models, we also
have the following two models where the buyer has a high involvement with the p
product category and passes through a "learn-feel-do" sequence.

4.
Innovation-Adoption Model: According to
Everett M Rogers, this model evolved from
work on diffusion of innovations. The model
depicts various sequential steps and stages that
the consumer moves through in adopting a
new product or service. Marketers face the
challenge of creating awareness and interest in
the product or service among target audience
and evaluate it favorably. The best way to
persuade consumers to evaluate a brand is by
inducing product trial or sometimes product-
in-use demonstration. Figure shows various
stages in Innovation-Adoption Model.
 5.Information Processing Model

Information Processing Model: William McGuire

developed this model which assumes that advertising
audience are information processors and problem
solvers. The first three stages in the model
presentation, attention and comprehension are similar
to awareness and knowledge, and yielding means the
same as liking. Up to this point there is similarity with
Lavidge and Steiner's Hierarchy of Effects model. The
next stage, retention, is unique to this model and is not
present in any other model. Retention refers to the
ability of the consumer to accept and store in memory
the relevant information about the product or service.
Retention of information is important because most
advertising is designed to motivate and precipitate
action not just immediately and the retained
information is used at a later time to make purchase
decision. Figure shows various stages in Information
Processing Model.
Message Decisions
 Sources of Message Decisions

 Marketing Research Journals:

 Industry Reports and Publications:
 Advertising and Marketing Blogs
 Books on Advertising and Copywriting
 Industry Conferences and Events
 Consumer Insights and Analytics
 Case Studies and Success Stories
 Online Courses and Workshops
 Format for Message Decisions

 Source Identification:
Name of the source (e.g., Journal of Marketing Research, Nielsen Report, HubSpot Blog).
Type of source (e.g., academic journal, market research report, industry blog)
 Key Insights:
Summarize the main insights or findings relevant to messaging in advertising obtained from the source.
Highlight any statistics, trends, or case studies that support the insights.
 Applicability to Target Audience:
Evaluate how the insights align with the characteristics and preferences of your target audience.
Consider demographic information, psychographic profiles, and consumer behavior patterns.
 Relevance to Product/Service:
Assess the relevance of the insights to the specific product or service you're advertising.
Determine if the messaging strategies recommended by the source can effectively communicate the value proposition and
benefits
of your offering.
 Actionable Takeaways:
Identify actionable takeaways or recommendations from the source that can be implemented in your advertising messaging.
Consider any adjustments or optimizations needed to align with your brand's messaging goals.
 Potential Risks or Limitations:
Acknowledge any potential risks or limitations associated with adopting the insights or recommendations from the source.
Consider factors such as budget constraints, competitive landscape, and potential backlash from audiences.
 Integration with Existing Strategies:
Evaluate how the insights from the source can complement or enhance your existing messaging strategies.
Determine how they can be integrated into your overall advertising campaign to maximize effectiveness.
 Future Research or Exploration:
Identify any gaps in knowledge or areas for further research related to messaging in advertising.
Consider future opportunities to gather additional insights and refine messaging strategies based on evolving consumer
preferences and industry trends.
 Message Tactics

MESSAGE TACTICS IN ADVERTISING REFER

TO THE STRATEGIC METHODS USED TO
CONVEY A BRAND'S MESSAGE EFFECTIVELY
TO ITS TARGET AUDIENCE.
 Some common Message tactics:

 Clear and Concise Messaging: Keep your message

simple and easy to understand. Avoid jargon or overly
complex language that might confuse your audience.
 Unique Selling Proposition (USP): Highlight what
sets your product or service apart from competitors.
Emphasize the unique benefits or features that make
your offering valuable to consumers.
 Emotional Appeal: Appeal to the emotions of your
audience to create a connection with your brand.
Emotional advertising can evoke feelings of joy, fear,
nostalgia, or empathy, influencing purchasing decisions.
 Problem-Solution Approach: Identify a problem or pain point faced by
your target audience and position your product or service as the solution.
Show how your offering can address their needs and make their lives easier
or better.
 Call to Action (CTA): Clearly instruct your audience on what action to
take next, whether it's making a purchase, signing up for a newsletter, or
visiting your website. A strong CTA encourages conversion and drives
results.
 Visual Appeal: Use visually appealing elements such as images, videos, or
graphics to enhance your message and capture attention. Visuals can help
convey your brand personality and make your ads more engaging.
 Fear or Scarcity Tactics: Create a sense of urgency or scarcity to prompt
immediate action from consumers. Highlight limited-time offers, exclusive
deals, or the potential consequences of not using your product or service.
 .
 Personalization: Tailor your message to specific segments of your target
audience based on their demographics, interests, or behaviors.
Personalized ads are more relevant and resonate better with consumers.
 Copy writing

 Copy writing is an element of marketing or advertising in

media. It refers to the process of writing content which
makes consumers more interested in purchasing a product
or service.
 Copyright is a legal concept that grants the creator or owner
of an original work exclusive rights to control how the work
is used and distributed.
 These rights typically include:
- the right to reproduce the work,
-distribute copies,
-perform or display the work publicly,
-create derivative works based on the original.
Elements of copy
 Increase ROI
 Stand out from your competitors
 Develop your brand voice
 Cultivate brand loyalty
ADVERTISING APPEALS
 ADVERTISING APPEALS

 One of the most critical decisions about creative strategy in advertising involves the choice
of an appropriate appeal. Creating advertising appeal for a good or service begins with
identifying a reason for people to buy it. Advertising agencies then build an advertising
campaign around this appeal. The advertising agencies use different tricks and types of
advertising appeals that influences the mind of people targeted in a particular group.
 An advertising appeal refers to the approach used by an advertiser to attract the attention or
interest of consumers and/or influence their feelings towards the product, service or cause.
Through the use of different kinds of appeals, advertising attempts to communicate and
influence the purchase and consumption behavior of existing and potential customers.
Some ads may be designed with the objective to appeal to the rational and logical aspect of
the consumers' decision-making process and others might try to evoke some desired
emotional response. A vast amount of time, money and energy goes into the creative work
of developing advertising appeals to influence the buying behavior of consumers.
Developing advertising appeals is a challenging task. It is typically the responsibility of the
creative people in the advertising agency.
FEATURES OF ADVERTISING APPEALS

 Advertising appeals refer to the approach used to attract the attention of

consumers.
 The purpose is to influence consumer feelings towards the product, service or
cause.
 Advertising appeals attempt to influence the behavior of consumers.
 They motivate the consumers to purchase the product
 It is a challenging task.
 It is the responsibility of the creative people in the advertising agency.
 TYPES OF ADVERTISING APPEAL

Rational Appeals Emotional Appeals

• Economy More Apples
• Convenience • Positive- Humor, Pride, Love, Joy • Music Appeal
• Quality • Scarcity Appeal
• Health • Negative- Fear, Guilt, Shame, Anxiety • Brand Appeal
• Performance • Adventure Appeal
• Efficiency • Statistics
• Durability • Youth Appeal
ESSENTIALS OF AN ADVERTISING APPEAL

Given below are some essentials of an advertising appeal.

1. It should be interesting enough to hold the audience's attention
2. It must be rightly used in conjunction with the product being advertised.
3. It must be believable. It should not make extravagant claims.
4. It must be exclusive or unique. Consumers must be able to distinguish the
advertiser's message from the competitor's message.
5. It must contain truthful information. An ad that tries to deceive results in a bad
reputation for the advertiser.