Advertisement and corporate communication

The word advertising comes form the latin word "advertere meaning” to turn the minds of towards".

Advertising refers to the communication of a message about a product, service, or idea through various media
channels such as TV, radio, print, digital, or outdoor. It is a form of marketing communication that aims to
persuade or influence potential customers to take action, such as making a purchase, trying a product, or
changing their attitude towards a brand or idea.

According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an
audience a non-personal, sponsor-identified, paid-for message about a product or organization."

According to American Marketing Association "advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor".

According to Webstar, “Advertising is to give public notice or to announce publicity”.

According to Gardner, “Advertising is the means of mass selling that has grown up parallel with and has
been made necessary to mass production”.

Jeremy Bullmore defines advertising as ‘Advertising is any paid –for communication intended to inform
and /or influence one or more people’.

Role of Advertising
 Creating Awareness: Helps people learn about new products or services, sparking interest and
demand.
 Building Brand Identity: Shapes a brand’s unique identity by linking it with certain values or qualities.
 Communicating Product Benefits: Explains the special features and benefits of a product to encourage
people to buy it.
 Shaping Perceptions: Affects how people see a brand or product using convincing messages and
emotions.
 Increasing Sales: Boosts sales by attracting and keeping customers.
 Supporting Marketing: Works with other marketing efforts to deliver a clear and unified message.

Advertising Functions
 Informing: Tells people about a product’s features, benefits, and price, helping them make good
buying decisions.

 Persuading: Encourages people to consider a product by showing its unique benefits or solving a
problem.

 Reminding: Keeps a product in people’s minds, building brand awareness and encouraging repeat
purchases.
  Building Brand Identity: Creates and strengthens a brand’s image, making it stand out and building
customer loyalty.

 Generating Demand: Sparks interest and desire for a product, leading to higher sales.

 Supporting Sales: Helps sales teams by creating a positive view of a product and generating interest.

Nature
1. Communication: Advertising reaches large audiences, delivering messages to the masses in a non-
personal way.
2. Information: It informs buyers about the benefits of a product, ensuring the information provided is
complete and accurate.
3. Persuasion: Advertising aims to create a positive attitude that leads to purchasing. It’s like indirect
salesmanship, persuading people to buy.
4. Profit Maximization: Advertising increases profits by boosting sales, not by raising prices, focusing on
selling more rather than spending more.
5. Non-Personal Presentation: Unlike personal selling, advertising targets everyone, not just individuals,
without a personal touch.
6. Identified Sponsor: The sponsor, whether an individual or a company, funds the ad. A well-known
company can boost product sales through its reputation.
7. Consumer Choice: Advertising helps consumers make informed choices that fit their budget and
preferences, leading to satisfaction.
8. Art, Science, and Profession: Advertising is creative like art, organized like science, and recognized as a
professional field with standards and ethics.
9. Marketing Mix Element: Advertising is a crucial part of the promotion mix, essential for selling goods
and services, with companies investing heavily in it.
10. Creativity: A successful ad campaign requires creativity and imagination, aligning the advertiser's
message with consumer expectations.

Advertising Scope
The scope of advertising covers all the activities involved in creating, delivering, and measuring ads. As
technology and media evolve, advertising expands into new areas like social media and influencer marketing.

Key aspects include:

 Advertising Research: Understanding consumer behavior and measuring campaign effectiveness.

 Advertising Strategy: Planning the target audience, choosing media channels, and setting goals.
 Creative Development: Creating content and visuals that convey the brand message.
 Media Planning and Buying: Choosing media channels, negotiating rates, and buying ad space.
 Production: Creating and distributing ads across TV, radio, print, digital, and outdoor media.
 Evaluation and Optimization: Measuring campaign success and improving future ads based on data.
Indian Advertising History: A Summary
 Origins: Advertising in India began with hawkers and evolved with the advent of classified ads in
newspapers like Hickey's Bengal Gazette. Early ads focused on informing the public about events like
births, deaths, and sales.

 Early Development: Initially, newspapers carried only ads on their front pages. Over time, persuasive
language, discounts, and special offers became common, marking the start of modern advertising.

 19th Century Growth: The rise of British business in India, fueled by the Industrial Revolution, led to a
surge in ads. Space contractors, or 'agents,' began securing ads for newspapers, laying the groundwork
for the advertising profession.

 Early 20th Century: The Swadeshi Movement and technological advancements, like the rotary linotype
machine, spurred the growth of Indian advertising agencies. The first Indian Ad Agency, the Indian
Advertising Agency, emerged during this period.

 Inter-War Years: Indian advertising agencies started to form, such as the National Advertising Service
in 1931. Organizations like the Indian and Eastern Newspapers Society (IENS) helped standardize ad
practices.

 Post-Independence: After World War II and Independence, British-owned agencies were sold to Indian
businesses. The introduction of multicolor printing, advanced printing machines, and the rise of
television and cable further boosted the industry. Agencies expanded their services beyond just selling
space, offering artwork, market research, and public relations.

 Modern Era: The growth of media, especially television, and advancements in market research have
further professionalized the advertising industry in India. Regular readership and viewership surveys
now guide media planning.

Advertising as a Tool of Communication

1. Information Delivery: Advertising conveys key information about products or services, including
features, benefits, and pricing, helping consumers make informed decisions.

2. Mass Reach: It allows messages to be delivered to a broad audience simultaneously, making it effective
for reaching large numbers of people.

3. Persuasion: Advertising aims to influence consumer attitudes and behavior by presenting compelling
messages, emotional appeals, and persuasive arguments.
 4. Brand Messaging: It communicates a brand’s identity and values, helping to establish and reinforce the
brand’s image in the minds of consumers.

5. Attention-Grabbing: Through creative and engaging content, advertising captures the audience's
attention and makes the message memorable.

6. Call to Action: Advertising often includes a clear call to action, prompting consumers to take specific
steps, such as making a purchase or visiting a website.

7. Targeted Messaging: It uses demographic and behavioral data to tailor messages to specific audience
segments, increasing the relevance and effectiveness of the communication.

8. Consistency: Advertising ensures a consistent message across different media and platforms,
strengthening the overall impact and coherence of the communication strategy.

9. Feedback and Adaptation: It allows for the collection of feedback through metrics and surveys,
enabling advertisers to adjust their messages based on consumer responses and preferences.

10. Supporting Other Channels: Advertising complements other communication tools like public relations
and social media, creating a unified and comprehensive marketing approach.

Types of Advertising
1. Print Advertising: This involves placing ads in physical materials like newspapers, magazines,
brochures, and flyers. It’s a traditional method used to reach a wide audience through printed
publications.

2. Broadcast Advertising: Ads that are broadcasted over television, radio, and shown in cinemas or on
outdoor screens. These ads have the power to reach large audiences through audio-visual means.

3. Online Advertising: This includes digital ads on websites, social media platforms, search engines, and
mobile apps. It allows businesses to target specific audiences based on their online behavior.

4. Outdoor Advertising: This type involves placing ads in public spaces, such as on billboards, posters, and
banners. It’s designed to reach people as they move around outside.

5. Direct Mail Advertising: Physical advertisements like flyers, postcards, and catalogs that are sent
directly to consumers' mailboxes. This method is used to reach customers in a more personal way.

6. Product Placement: Integrating a product or brand into TV shows, movies, or other media content. It
subtly promotes the product by featuring it within the storyline.

7. Influencer Marketing: Partnering with social media influencers or bloggers to promote products to
their followers. This leverages the influencer's credibility to reach their audience.
 8. Native Advertising: Creating ads that blend in with the non-sponsored content on a website or social
media platform. These ads match the form and function of the surrounding content, making them less
intrusive.

9. Guerrilla Marketing: Using unconventional, creative, and often low-cost methods to promote
products, such as flash mobs or street performances. This type of advertising is designed to create a
memorable impact.

Advertising Agency
An advertising agency, also called a creative agency, helps businesses create, manage, and promote
advertisements. Examples include FCB Ulka and Mudra.

Types of Advertising Agencies:

1. Full-Service Agencies: Large agencies that handle all aspects of advertising, including research, ad
creation, and media selection. Tasks are divided based on specialization.

2. In-House Agencies: Agencies within a company that use modern communication methods like online
ads and social media. They focus on direct marketing and creating ads.

3. Creative Boutiques: Small agencies specializing in creative ad development. They focus on creating and
evaluating ads and have their own directors, copywriters, and artists.

4. Media Buying Agencies: Agencies that purchase media space for ads, decide the timing and frequency
of ads, and ensure ads are broadcasted correctly.
Structure of an Advertising Agency:

1. Account Management: Manages client relationships and oversees the account section of business
management, led by the account manager.

2. Account Planning: Conducts consumer research and plans ads to match customer expectations.

3. Creativity Department: Creates innovative ads, including script, art, and copy, often using studios for
execution.

4. Accounts Legal: Manages legal matters and ensures that managerial decisions are documented.

Sources of Revenue:

1. Fee from Clients

2. Commission

3. Commission from Profits

Functions of an Advertising Agency:

1. Copywriting: Prepares messages to attract potential buyers. This process is known as advertising copy.

2. Providing Information: Supplies detailed information about products, including features, benefits, and
pricing.

3. Estimating Advertising Expenses: Creates and manages budgets for promotional activities.
 4. Media Planning: Selects appropriate media outlets for ads, such as websites, newspapers, and TV.

5. Creativity: Develops creative ads to capture attention and prompt action.

6. Enhancing Brand Image: Promotes products to improve the brand’s image and reach target audiences.

Advertisement Copy

An advertisement copy includes written or spoken content like dialogues, punch lines, or statements. It can
vary in length and includes elements such as headlines, sub-headlines, body text, illustrations, logos, slogans,
and brand names to communicate a message to target consumers.

1. Headline: The most crucial part of the ad. It must be catchy to grab attention and make the ad
effective.
2. Sub-Headline: Supports the headline by providing additional information about the product, making it
easier for readers to understand.
3. Body Copy: Contains both rational and emotional reasons to persuade customers. It includes facts,
figures, and guarantees about the product.
4. Logo & Slogan: A slogan is a memorable phrase used to impress customers and grab their attention.
For example, "Horlicks - Taller, stronger, sharper."
5. Visual Elements: Includes line, shape, tone, color, pattern, texture, and pictures to enhance the ad.
6. Layout: Refers to the arrangement of visual elements on the page.

Corporate communications refers to the way a company communicates with its stakeholders, including
employees, customers, investors, media, and the public. It encompasses all forms of communication that help
shape the company's image, manage its reputation, and support its business goals.

Scope of Corporate Communication:

1. Boost Corporate Image: Improve the company's overall profile and reputation.

2. Match Identity with Brand: Ensure the company's image aligns with its brand.

3. Assign Communication Tasks: Delegate communication responsibilities to the right people.

4. Set Communication Processes: Create and follow procedures for effective communication.

5. Gain Support: Secure backing from both inside and outside the company for its goals.

6. Manage Global Communication: Handle communication with international partners and stakeholders.

Corporate Communication Tools are methods and platforms used by organizations to share information,
manage their image, and engage with stakeholders, including employees, customers, investors, and the public.
These tools help in effectively conveying messages and supporting overall corporate strategies.

Types of Corporate Communication Tools:

 1. Print Media:
o House Journals: Internal publications for employees and stakeholders to keep them informed
about company news and developments.
o Newsletters: Regular updates sent to clients, customers, or employees featuring company
news, achievements, and important information.
o Brochures: Informative pamphlets detailing the company's products, services, or features, used
for marketing and outreach.
o Handouts/Flyers: Single-page materials used for promotions, events, or announcements, often
distributed in public areas or at events.
2. Electronic Media:
o Ads: Commercials broadcasted on TV or radio to reach a wide audience and promote the
company's offerings.
o Corporate Films: Videos that showcase the company’s brand, culture, products, or
achievements, used in presentations, events, or online.
3. Digital Media:
o Social Media: Platforms like Facebook, Twitter, LinkedIn, and Instagram for engaging with the
audience, sharing updates, and building a brand presence.
o Blogs: Written content published on the company’s website or external platforms to provide
updates, share expertise, or engage with the audience.
o Vlogs: Video blogs shared on platforms like YouTube to communicate messages, updates, or
stories in a more engaging format.

Communication Tools:

In general, communication tools are methods and technologies used to facilitate the exchange of information.
They include:

1. Traditional Tools:
o Email: Digital messages sent between individuals or groups.
o Telephone: Voice communication over a phone line.
o Meetings: Face-to-face or virtual gatherings to discuss and exchange information.
2. Digital Tools:
o Instant Messaging: Real-time text communication through platforms like Slack or Microsoft
Teams.
o Video Conferencing: Virtual meetings using platforms like Zoom or Skype.
o Project Management Software: Tools like Asana or Trello for managing tasks and collaboration.
3. Social and Web-Based Tools:
o Social Media Platforms: Sites like Facebook, Twitter, and LinkedIn for sharing information and
engaging with audiences.
o Content Management Systems (CMS): Platforms like WordPress for creating and managing
digital content on websites