ADVERTISING SKILLS

COMMUNICATION
ADVERTISING
 FEATURES OF ADVERTISING
1. Communication : Advertising is a means of mass communication reaching the masses. It is a non-personal
communication because it is addressed to the masses.
2. Information : Advertising informs the buyers about the benefits they would get when they purchase a
particular product. However, the information given should be complete and true.
3. Persuasion : The advertiser expects to create a favourable attitude which will lead to favourable actions.
Any advertising process attempts to convert prospects into customers. It is thus an indirect salesmanship
and essentially a persuasion technique.
4. Profit Maximisation : True advertising does not attempt at maximizing profits by increasing the cost but
by promoting the sales. This way It won't lead to an increase the price of the product. Thus, it has a higher
sales approach rather than the higher-cost approach.
5. Non-Personal Presentation : Salesmanship is personal selling whereas advertising is non-personal.
Advertising is not meant for anyone individual but for all. There is an absence of personal appeal in
advertising.
6. Identified Sponsor : A sponsor may be an individual or a firm who pays for the advertisement. The name
of a reputed company may increase sales or products. The product gets a good market because of its identity
with the reputed corporate body.
7. Consumer Choice : Advertising facilitates consumer choice. It enables consumers to purchase goods as
per their budget requirements and choices. The right choice makes consumers happy and satisfied.
8. Art, Science and Profession : Advertising is an art because it represents a field of creativity. Advertising
is a science because it has a body of organised knowledge. Advertising is profession is now treated as a
profession with its professional bodies and code of conduct for members.
9. Element of Marking Mix : Advertising is an important element of the promotion mix. Advertising has
proved to be of great utility to sell goods and services. Large manufacturers spend crores of rupees on
advertising.
10. Element of Creativity : A good advertising campaign involves a lot of creativity and imagination. When
the message of the advertiser matches the expectations of consumers, such creativity makes way for a
successful campaign.

OBJECTIVES OF ADVERTISING
The fundamental purpose of advertising is to sell something - a product, a service, or an idea. In addition to
this general objective, advertising is also used by modern business enterprises for certain specific objectives
which are listed below :
1. To introduce a new product by creating interest among the prospective customers.
2. To support a personal selling program. Advertising may be used to open customers' doors to salesman
3. To reach people inaccessible to the salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase sales as seen in the fierce competition between Coke
and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products and services.
7. To improve dealer relations. Advertising supports the dealers in selling the product. Dealers are attracted
to a product that is advertised effectively.
8. To warn the public against imitation of an enterprise's products.

IMPORTANCE OF ADVERTISING
Advertising has become an essential marketing activity in the modern era of large-scale production and
serves competition in the market. It performs the following functions:

1. Promotion of Sales : It promotes the sale of goods and services by informing and persuading people to
buy them. A good advertising campaign helps in winning new customers both in the national as well as in
the international markets.

2. Introduction of New Product : It helps the introduction of new products in the market. A business
enterprise can introduce itself and its product to the public through advertising. A new enterprise can't
make an impact on prospective customers without the help of advertising. Advertising enables quick
publicity in the market.

3. Creation of Good Public Image : It builds up the reputation of the advertiser. Advertising enables a
business firm to communicate its achievements to satisfy the customers' needs. This increases the goodwill
and reputation of the firm which is necessary to fight against competition in the market.

4. Mass Production : Advertising facilitates large-scale production. Advertising encourages the production
of goods in large-scale because the business firm knows that it will be able to sell on large scale with the
help of advertising. Mass production reduces the cost of production per unit by the economical use of
various factors of production.

5. Research : Advertising stimulates research and development activities. Advertising has become a
competitive marketing activity. Every firm tries to differentiate its product from the substitutes available in
the market through advertising. This compels every business firm to do more and more research to find
new products and their new uses. If a firm does not engage in research and development activities, it will
be out of the market in the near future.

6. Education of People : Advertising educates people about new products and their uses. Advertising
messages about the utility of a product enables people to widen their knowledge. It is advertising which
has helped people in adopting new ways of life and giving up old habits. It has contributed a lot towards the
betterment of the standard of living of the society.

7. Support to Press : Advertising provides an important source of revenue to publishers and magazines. It
enables to increase the circulation of their publication by selling them at lower rates. People are also
benefited because they get publications at cheaper rates. Advertising is also a source of revenue for TV
networks. For instance, Doordarshan and ZeeTV insert ads before, in between, and after various programs
and earn millions of rupees through ads. Such income could be used to increase the quality of programs
and extend coverage.
 CLASSIFICATION OF ADVERTISING

I) Classification on The Basis of Area Coverage

1. Local Advertising : It is also known as ‘retail advertising’. It is undertaken by local retail stores,
departmental stores, and co-operative stores, selling cloth, saris, and other consumer goods and consumer
durables. It is directed at local customers. Media, used for local advertising, are shop decorations, local
newspapers, magazines, posters, pamphlets, hoarding, new signs, local cinema houses, etc.

2. Regional Advertising : It has wider coverage, as compared to local advertising. It covers a particular
region, which may be one state, or, more than one state, the people of which may have a common tongue,
or, using one common product. It is undertaken by manufacture, or, regional distributor of a product. Media,
used for regional advertising, include regional newspapers, magazines, radio, regional T.V., outdoor media,
etc. It is considered to be an ideal form of advertising for launching and marketing a new product in a specific
region.
3. National Advertising: It is generally undertaken by manufacturers of branded goods, for which,
advertising messages is communicated to consumers all over the country. Almost all possible mass media,
including national newspapers, radio, and television networks, are employed for national advertising.
Product services, and ideas, which have demand all over the country, are suitable for national advertising.
In India, Indian Airline Hindustan Lever Ltd., Vicco, Godrej, Bajaj and Kirloskar are a few leading advertisers
at the national level. Likewise, detergents, soaps, toothpastes, cosmetics, scooters, cars, and bicycles, are
some of the products, which are advertised all over the country.

4. International Advertising : This type of advertising is undertaken by those companies, which operate in
more than one country, known as „multi-national‟ companies. Exporters, generally advertise their products
and services in foreign countries, where ready markets are available. Air India and other airlines, and multi-
national companies advertise their products and services all over the world. Coca-Cola and Pepsi are
advertised globally, as the sales are almost all over the world. International advertising is extremely
expensive, involving the services of professional advertising agencies in different countries.

II. Classification on The Basis of Audience

1. Consumer Advertising : This type of advertising is directed to the ultimate consumers of the consumer
products, i.e., the individuals, who buy, or, use the consumer products, or services, say, for example, toilet
soap, toothpaste, toothbrush, tea, textiles, etc., for themselves and for their families. All types of consumer
products need continuous and extensive advertising on TV, radio, and press.

2. Industrial Advertising : This type of advertising is used by manufacturers and distributors of industrial
goods. Such as machinery, plants, equipment, spare parts, and components, and are directed at industrial
users or customers. Such advertisements usually appear in trade journals, trade dictionaries, business
magazines and so on. The appeal made is tactual and rational.

3. Trade Advertising : This kind of advertising is employed by manufacturers and/or distributors to influence
and persuade wholesalers and dealers (retailers) to stock and sell the goods of the advertiser by offering
incentive schemes to them, or, by inviting dealerships for their particular products(s).

4. Professional Advertising : It is directed at professionals like doctors, professors, engineers, and others,
who are expected to recommend, prescribe, or, specify the advertised products to ultimate consumers. This
is done through professional journals and representatives of the advertisers.

III. Classification on The Basis of Media

1. Print Media Advertising : The print media consists of newspapers, magazines, journals, handbills, etc. No
newspaper or, journal, today, can survive without advertising revenue. Print media advertising, even today,
is the most popular form; and revenue derived by mass media from advertising has, therefore, been
progressively increasing year after year. Print media appeals only to the sense of sight, i.e. eyes.

2. Electronic or Broadcast Media Advertising : Electronic, or, broadcast media consists of (i) radio, (ii)
television, (iii) motion pictures, (iv) video, and (v) the internet. The radio is audio in nature, appealing only
to the sense of sound (ears). Radio advertising is more effective in rural areas, as compared to urban regions.
Television, as an advertising medium, is more attractive and effective because it is an audio-visual medium
appealing to both the senses of sight and sound (eyes and ears). Different methods, such as spot
announcements, sponsored programs, etc., are used for broadcasting advertising messages. However,
broadcasting media is a very expensive form of advertising. Advertising is also undertaken through movies,
videos, and the internet.

3) Outdoor Media : This includes posters, neon signs, transit, point of purchase (POP), etc. Outdoor
advertising can be a good supporting medium to other forms of advertising. It is a good form of reminder
advertising, especially, POP advertising.

4) Other Media : This includes direct mail, handbills, calendars, diaries, cinema advertising, the internet and
so on. These miscellaneous media can play an important supporting role to the major media such as
television, and newspapers.

IV. Classification on The Basis of Function

1. Direct Action and Indirect Action Advertising : Direct action advertising is undertaken to obtain
immediate response or action on the part of the target audience. Examples include discount sales
advertising, sales along with free gift offers, mail-order coupon sales, etc. The media used is mostly
newspapers and television. Indirect action advertising is undertaken to influence the audience with respect
to advertiser’s brand. The advertiser expects the target audience to prefer his brand as compared to
competitors whenever a buying decision arises in the future.

2. Primary and Selective Advertising : Primary Advertising is undertaken by trade associations or

3. Product and Institutional Advertising : Product or Service advertising is undertaken to promote the sale
of products and services-branded or unbranded. Institutional advertising is undertaken to build the name
and goodwill of the organisation. It is also known as corporate advertising or image advertising. It is mostly
undertaken by large firms

V. Classification on The Basis of Advertising Stages

1. Advertising at Pioneering Stage : Advertising at the ‘pioneering stage’ is undertaken to make the
audience fully aware of the new brand and to inform, influence, and persuade them to buy, or, use it by
highlighting its unique features.

2. Advertising at Competitive Stages : Once the brand survives it has soon to face stiff competition with
other well-established brands in the market. At this stage, competitive advertising is undertaken to promote
sales effectively.

3. Advertising at Retentive Stage or Reminder Advertising : When the product has captured a large share
of the market, ‘retentive advertising’ is undertaken to maintain, or retain the stable position in the market
as long as possible. Moreover, if the same product is passing through the declining stage in the market, this
type of advertising is used to remind the buyers about the product hence, it is also known as ‘reminder
advertising’.
 DETERMINANTS OF ADVERTISING
Selection of a right type of advertising media is a difficult task. Any media that is selected must be capable
of accomplishing at least the three main objectives :

1. It must reach the largest number of people possible.

2. It must attract their attention.

3. It must be economical.

For this purpose, the management should consider the following factors:

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

2. Market Requirements : While selecting advertising media, the company’s market requirements should
be considered. When they meet these requirements, they lend themselves to good use. For example,
specialised high fashion colour magazines would be the proper media for consumers with high-income
groups and sophisticated tastes. Similarly, outdoor media would be appropriate when consumer action is
to be induced at the point of purchase.

3. Advertising Objectives : The advertising objectives also determine the type of media to be selected. For
example, the press is preferred to project corporate image while radio and television are relevant for
product advertising.

4. Distribution Strategy : The advertising media should be compatible with the distribution strategy
adopted by the company. For example, if the company is selling through middlemen wholesalers and
retailers etc., then outdoor advertising media duly supported by television, radio and cinema etc. may help
to pull the product out of the channel.

5. Nature of the Message and Appeals : The nature of the advertising message appeal also determines the
advertising media for a company. The media should be able to carry the message and appeal to the right
persons in the perspective. For example, if time is the essence of communication, daily newspapers and
radio may be the best choice. Mass consumption items like soaps, toothpaste, hair oil etc. may determine
television, and newspapers as the best selection.

6. Budget : The budget available for advertising purposes will decide the choice of media for advertising.
For example, a manufacturer having comparatively large funds for advertising may choose television or
radio or both as a media of advertising. On the other hand, a medium or small-sized businessman may
prefer newspaper and magazines as an advertising media.

7. Competitors Choices : A company should also take into account the wisdom of competitors' media
choices despite differences in advertising objectives and appropriations. It is not desirable to outright
dismiss their choices. Generally, the advertising media used by competitors are preferred so as to make an
impressive appeal for the product.

8. Media Circulation : The company should take into account the circulation of the advertising media. Media
circulation must match the distribution pattern of the product. This applies to the press media. Circulation
should not be confused with readership. Circulation means the number of copies sold after the deduction
of free copies, returns and other differences between the total number of printed copies and the total
number sold at full price. The advertising media selected should have maximum circulation, such as
Hindustan Times etc.

9. Media Availability : The question of media availability is quite relevant when considering advertising
media alternatives because not all media are available to a company at all times whenever required.

10. Penetration : How can we penetrate the market most thoroughly or how can we reach the greatest
number of potential customers is also an important factor influencing the choice of a particular advertising
media. Shall we reach housewives at the kitchen sink by means of television or radio and which is likely to
have the greater impact ? This fact should be considered.

11. Size and Nature of the Business Enterprise : The size and nature of the business enterprise also play an
important part in choosing the advertising media. Different media will suit to departmental stores, chain
stores, small shops, manufacturers and producers etc. A big business enterprise may make use of television,
radio and newspapers having a national network, whereas a small unit may prefer local newspapers and
cinema-slides etc.

MEDIA DECISION
MEDIA:
Media simply refers to a vehicle or means of message delivery system to carry an advertisement message to
a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey
advertising message to the public.
The main task of media planners is to select the most appropriate media channels that can effectively
communicate the advertising message to a targeted audience.
Types of Advertising Media
1) Print Media (Newspapers, Magazines)
2) Broadcast Media (TV, Radio)
3) Outdoor or Out of Home (OOH) Media
4) Internet or Digital Media

INTERNET ADVERTISING
Internet advertising also known as digital advertising or web advertising is a form of advertising that uses a
set of tools for delivering promotional messages to people worldwide, using the Internet as a global
marketing platform.

Advantages of Internet Advertising:

1. Interactive Medium : It allows consumers to directly interact with an advertiser, thereby establishing
future relationships.

2. Enormous Audience : With an audience of about 500 million people worldwide (some estimates put the
figure at 1 billion people), the Internet is the only true global medium, providing information and
commercial opportunities that are immediately accessible around the world
3. Immediate Response : Products and information are available on demand made by the consumer,
thereby, providing instant feedback for the advertiser.

4. Selective Targeting : Advertisers can reach the right target audience, especially through the Meta ads.

5. Proximity to Purchase : It may be the greatest advantage of Internet advertising. Purchasers can be
targeted right wither they are, right at the moment when they are considering making a purchase.

6. Affluent Market : Most of the Internet users belong to middle-upper class or upper-class audience.
Therefore, the Internet medium enables to reach the affluent market of society.

7. Provides In-depth Information : The Internet provides in-depth information about a company and/or
products. Commercial websites provide detailed information about products or services to Internet users
seeking information.

8. Reaches Business-to-Business Users : The Internet medium can reach B2B users when they are still at
work, not only business-related information, but also consumer product advertising while they are working.

Disadvantages of Internet Advertising

1. Lack Mass-Media Efficiency : Internet is not a mass medium as in the case of radio and television.
Therefore, it may never offer mass media efficiency. Most marketers in developing countries like India may
find it too complex, too cluttered, or not worth the time and effort.

2. Slow Downloads : The downloading of websites is very slow in many parts of the world, including India.
The ads that pop up in between only irritate the Internet users.

3. Problem of Span : There is too much of Spam via the e-mail. Therefore, e-mail users do not consider
going through even the responsible ads.

4. Problem of Online Purchases : In India, most consumers would like to physically inspect the goods before
purchases. Therefore, they may not place orders online. Again, most people do not believe the Internet as
a safe place for financial transactions.

5. Untested Medium : There is hardly any research to test the effectiveness of Internet advertising.
Therefore, a good number of markets in India do not give much importance to Internet advertising.

MEDIA SCHEDULING
Media scheduling refers to the decision taken by media planner regarding – timing, continuity and the size
of an advertisement to be played. Once a media planner decides media mix i.e. which all media vehicles will
be used to communicate advertising messages to the target audience, media scheduling starts. Thus, in simple
words, media scheduling deals with 2 main things – Number of advertising giving to a selected media vehicle
and frequency of the ads.
TYPES OF MEDIA SCHEDULING:

1. Continuous scheduling
Under this strategy, an advertisement runs throughout the year with an equal amount of weight each month.
This strategy should be used if a particular product category is sold thought the year. No external factors are
considered such as seasons, events, etc. These advertisements are in the form of reminders so that the target
audience recall these brands at the time of the purchase.
Example: Shampoo’s advertisement comes throughout the year

2. Flighting advertisement
This is when an advertisement runs for some period and then there is a gap, this means advertisers shows a
heavy advertisement for a specific period of time and no advertisement on other time of the year. A business
should use this strategy in case of seasonal products. Running heavy advertisement in the peak purchase
period results in immediate brand awareness and this strategy also helps to fight competition.
Example: Air conditioner ads during summer

3. Pulsing advertisement
In this strategy, advertisers run ads throughout the year but for a specific period, there will be more
advertisements as compared to other times of the year. Pulsing advertisement is a mix of both – Continuous
and flighting advertising strategies. In strategy, the pulse means high-level advertising during a certain
period. Pulse can occur at the time of product/brand launch to increase awareness.
Example: Launch of TATA NANO

ADVERTISING APPEAL
Advertising Appeal is the communication strategy used to attract attention from the customers to trigger a
response in connection with the product or service being advertised which can lead to an action such as
purchase or inquiry.

ADVERTISING COPY
An advertisement copy includes the written text or spoken matter of ads. It can be short or long, made up
of headline, Sub-headlines, the body, illustration, logo, slogan and the brand name of an advertiser,
designed to communicate the desired message to the target consumers.