Unit 1

Advertising
Faculty: Ms. Aastha Malani
ORIGIN OF ADVERTISING
The word advertising comes form the latin word "advertere meaning to turn the minds of towards".

MEANING
Advertising is a marketing tactic involving paying for space to promote a product, service, or cause.

DEFINITIONS
Any paid form of non-personal presentation of ideas, goods and services by an un-identified sponsor‖. American
Marketing Association(AMA)
"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. William J. Stanton
Advertising is to give public notice or to announce publicity.-Webstar
Advertising is the means of mass selling that has grown up parallel with and has been made necessary to mass
production‖. -Gardner

SCOPE OF ADVERTISING
1. Advertising is used for communicating business information to the present and prospective customers.
2. It usually provides information about the advertising firm, its product qualities, place of availability of its
products, etc.
3. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the
sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products
without advertising them.
4. Advertisement supplements personal selling to a great extent.
5. Advertising has acquired great importance in the modern world where tough competition in the market and fast
changes in technology, we find fashion and taste in the custom
OBJECTIVES OF ADVERTISING
1. To introduce a new product by creating interest for it among the prospective customers.
2. To support personal selling programme. Advertising maybe used to open customers' doors for salesman.
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the 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 he product. Dealers are attracted
towards a product which 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 serve
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 the people to buy
them. A good advertising campaign helps in winning new customers both in the national as wet 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 the
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 in an effort 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 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 5 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 educate the people about new products and their uses. Advertising message
about the utility of a product enables the 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 the 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 network. For
instance, Doordarshan and ZeeTV insert ads before, in between and after various programmes and earn millions
of rupees through ads. Such income could be used for increasing the quality of programmes and extending
coverage.

CHARACTERISTICS /FEATURES OF ADVERTISING

1. Communication : Advertising is means of mass communication reaching the masses. It is a non-personal
communication because it is addressed to 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 at converting the 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 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 in character.
Advertising is not meant for anyone individual but for all. There is 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
reputed company may increase sale or products. The product gets 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 requirement and choice. Right choice makes consumer 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.

Role of Advertising in Marketing Mix

1. Developmental Role
Effective advertising helps firms in expansion of the markets.

2. Educational Role
Advertising helps to educate the consumers by giving certain instructions about the product.

3. Social Role
It set social status and standards of life by encouraging the use of certain brands.

4. Strategic Role
Advertising strategies helps a firm to gain competitive advantage in the market.

5. Relationship Role
Advertising helps in the creation and improvement of brand loyalty.

6. Psychological Role
Advertisements helps in the creation of brand image.

7. Commercial Role
Advertising promotes the generation of sales and increasing the sales volume.

8. Economic Role
Effective advertising creates demand for a brand.

9. Transformational Role
Advertising transforms the attitude of the people about the product such as unlike to like.

10. Persuasion Role

The persuasion role makes advertising a unique method of product promotion.

Stimulation of Demand
Demand stimulation refers to various strategies and efforts undertaken by businesses, governments, or
organizations to increase consumer demand for goods or services in the market. The purpose of demand
stimulation is multifaceted and can include:

1. Boosting Sales: One of the primary objectives of demand stimulation is to increase sales for businesses.
By creating marketing campaigns, offering discounts or promotions, or introducing new products,
companies aim to attract more customers and generate higher revenues.
2. Economic Growth: In broader terms, demand stimulation is often seen as a way to spur economic
growth. When consumer demand increases, it can lead to higher production levels, increased
employment opportunities, and overall economic expansion.
3. Utilization of Capacity: Many businesses operate with excess production capacity, meaning they can
produce more goods or services than are currently demanded. By stimulating demand, companies can
utilize this unused capacity, improving efficiency and profitability.
4. Competitive Advantage: In competitive markets, businesses often engage in demand stimulation to gain
an edge over rivals. By effectively promoting their products or services and attracting more customers,
companies can increase market share and outperform competitors.
5. Encouraging Innovation: Demand stimulation can also drive innovation as businesses strive to meet
changing consumer preferences and needs. By identifying gaps in the market or anticipating future
trends, companies can develop innovative products or services to capture demand.
6. Cyclical Economic Management: In times of economic downturn or recession, governments may
implement demand stimulation policies to spur consumer spending and revive economic activity. This
can include measures such as tax cuts, infrastructure spending, or monetary policy adjustments.
7. Social and Environmental Goals: Demand stimulation can also be used to promote socially or
environmentally beneficial products or behaviors. For example, campaigns encouraging consumers to
buy eco-friendly products or adopt healthier lifestyles aim to stimulate demand for sustainable
alternatives.
Overall, demand stimulation plays a crucial role in driving economic activity, fostering innovation, and meeting
consumer needs, while also serving the interests of businesses, governments, and society as a whole.
Hierarchy of effects Model
What is Hierarchy of Effects Theory?
The hierarchy of effects model is a model which tells advertisers to make an advertisement in such a way that the
customer goes through all these six stages namely awareness, knowledge, liking, preference, conviction and
purchase. It is created by Robert J Lavidge and Gary A Steiner in 1961, the hierarchy of effects model suggests
six steps to consumer buying behaviour.

Hierarchy of Effects Steps with Example

The steps are defined as below:
1. Awareness
This is the most crucial step and the starting point for purchase. Brands must make sure that the consumer is
aware of the presence of your brand in a particular product segment.
For example, if Tina wants to buy a toothbrush, and you as the marketing manager of XYZ want her to buy your
brand’s toothbrush, you have to make sure that you advertise well so that she is aware of the existence of such a
brand for toothbrushes.
2. Knowledge
This is where your product will be evaluated against other brands by the consumer. Make sure enough (positive)
knowledge is available about your product – through the internet, retail stores and the product package itself.
For example, now Tina, aware that there is a XYZ brand will try figure out what unique features and benefits you
are offering over any other brand like Colgate and Oral-B.
3. Liking
This is where the consumer builds a liking to your product. This is where your product is being considered for its
emotional benefits; be sure to make them prominent.
For example, now Tina has evaluated the pros and cons of buying a XYZ brush but might not like the colour of it,
or might feel that this brush is for the elderly. As the marketing manager of XYZ, you have to make sure that
these features, that leave emotional impact, are taken care of properly in the marketing communication program.
4. Preference
By this time consumer may be convinced to try out your product, but may like other brands of toothbrush too. So
what is it that will make her prefer XYZ over the other brands? These points of differentiations or unique selling
points need to be highlighted to make sure that the consumer likes your brand more than the others in her
consideration list.
For example, Tina now may be actually considering buying a XYZ toothbrush. But is she thinking that she’ll buy
it to try it only or is she thinking that the next buy will also be a XYZ brush?
5. Conviction
This is the stage where the doubt in consumers’ minds about buying the product of your brand needs to be
converted into action. Marketers can aid in this step by giving out free samples, test drives etc. This step should
also decide if the consumer will stick to your brand i.e. actually buy your brand, or switch after testing the sample.
For example, Tina tried the brush you gave her for a month and then when time came to buy one, she bought an
Oral-B one. Make sure that doesn’t happen and that trial builds loyalty. Incorporate such unique features in your
brand that will encourage purchase.
6. Purchase
The last and the most crucial stage of the consumer buying cycle is the purchase. You need to make sure that
purchase experience is easy and perhaps even enjoyable for the consumer. Some of the ways to encourage
purchase is by keeping simple and multiple paying options, making the product available easily, easy to
understand usage instructions, offers etc.
For example, now that Tina has decided to buy your brand after trying it out for a month, make sure she knows
where to buy it from and how she can pay. You may also give her a tube of toothpaste free to delight her.

The main aim of this tool that serves as a marketing communication tool is to encourage consumers to go
through the six steps that end in purchase of product. It is not necessary that consumers always go through all the
six steps but the aim is to land a 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.
The model is named so because of the fact that the buying process is a step by step process where the number of
people willing to participate at each level keeps decreasing. Say you started with 10 people who are aware of your
brand; 5 people who considered buying it and only 2 of those 10 actually bought the product.
The hierarchy of effects model is a model which tells advertisers to make an advertisement in such a way that the
customer goes through all these six stages namely awareness, knowledge, liking, preference, conviction and
purchase.

DAGMAR Approach of Advertising

Defining advertising goals for measured advertising results, or DAGMAR refers to the collection of objectives for
measuring an advertisement’s effectiveness. It serves the purpose of enhancing the advertising campaign to build
better customer relations.
DAGMAR approach helps the advertisers to decide clear advertising objectives, track & analyze results, and
achieve target audience and concrete goals. However, issues like a hefty advertising budget lead to criticism of the
DAGMAR approach.

Phases

Let us look at the breakdown of the DAGMAR approach:

1. Defining the Advertising Goals

Often companies consider advertising and marketing goals the same. Advertising is a part of marketing that deals
with brand image. Although they aim to generate sales, in reality, they differ from each other. Therefore, it is
important to define the advertising goals of the company. And, to define them, they must clearly understand what
they want to achieve from this advertisement.

For example, a soap detergent company wants to increase its sales from 10% to 15%. So, their advertising goal
will highlight that their detergent is better than other companies.

2. Measured Advertising Results

Measuring advertising results refers to systematically analyzing and evaluating a particular advertisement. First, it
helps the company to understand the effectiveness of its advertisement. Then, it answers questions like how many
customers saw their ads, the number of leads and sales generated, and other similar questions.

In the 1920s, the Audit Bureau Of Circulations helped the firms get accurate figures about the advertisement sold
and printed. Next, companies check whether the advertisement was able to make customers take necessary
actions. Then, finally, they analyze whether the ad was able to change the customer’s perspective about their
brand.

DAGMAR Model Objectives

The objective and goal are interchanging words, but they mean different things. While the former has a broader
aim, the latter is time-specific but is. Advertising should not aim to get itself noticed, read, or heard. Instead, it
should focus on changing the customer’s mindset. It creates brand awareness.

Let us look at the objectives of the DAGMAR approach for effective results:

1. Awareness

Awareness is a prime aspect of creating a positive impression in customers’ minds. Before buying a product, the
customer should know the brand, new product launch, and new offers. Good brand awareness often makes
customers feel connected to the company’s objectives. Therefore, the companies should build such an ad that
reaches their target audience.

2. Comprehension

Awareness alone cannot result in effective advertisement results. The company needs to comprehend (detail) the
product information. Additionally, it needs to supply relevant information about the product features.

For example, Dell, a technology company, is launching an advertisement for its new laptop. They highlight the
laptop features like enhanced processors, a protected screen, and improved storage.

3. Conviction

Here, the customers will decide whether they should buy the product or not. They often make choices through
comparison with similar products. Then, if the customer finds the product interesting and worthy, they might try
it. At this stage, the advertisement tries to convey its message to the target audience.

For example, in 2020, Facebook Meta, another technology company, projected an advertisement where two users
helped a lady to start her own business. Slowly, many users joined hands and helped her grow her shop with the
help of Facebook.

4. Action

The final step is to enact the buying decision. This step motivates the customers to buy the product.

For example, before launching a new iPhone, Apple, a company specializing in consumer electronics, tries to
push its ads among the target audience. As a result, it creates hype about the product. So, the customer buys the
product if they find it interesting.

Example

Let us look at the DAGMAR example to understand the concept better.

In 2014, a soft drink company, Coca-Cola, devised a twist advertisement campaign to deliver a beautiful message.
They manufactured coke bottles that would open when two people twisted them. Earlier, people were shy to make
friends, but after this initiative, they had to talk with others to open the bottle. Here, Coca-Cola targeted college
students.

Thus, there were many coke vending machines installed in Australian institutions. Students brought the coke
bottle but were confused with the opening system. After realizing the twist, they reached out to another classmate
for help. With this process, they started making friends.

In this manner, the company hit its advertising objective of encouraging coke sales by creating bonds between
people. As a result, they were successful in achieving their campaign goals.

Building Advertising Programmes

1. Determination of Target Audience
A target audience is a specific group of people who are most likely to be interested in and benefit from your
product, service, or message. It’s a defined segment of the overall population that shares common characteristics,
demographics, interests, or needs. Businesses need to identify their target audience in order to tailor their
marketing strategies and connect with their desired customers.Target audience vs. target market

While the terms "target audience" and "target market" are related, they have distinct meanings. A target audience
is a narrower segment within the broader target market. It’s defined by shared characteristics such as
demographics, psychographics, behaviors, and interests.

For example, a target audience for a fitness brand may be women between the ages of 25 and 40 who are
interested in health and wellness.

On the other hand, a target market refers to the overall group of people or businesses that a company wants to
reach and serve with its products or services. Like a target audience, it includes potential customers who share
common needs and characteristics, but a target market also includes multiple target audiences that may have
different demographics or preferences but still fall within the company's overall market scope. The target market
for a company could include both individual consumers and businesses in various industries.

Five steps to finding your target audience

Now that you know why you need to understand your target audience, let’s go through each step of finding it.

1. Determine the characteristics of your products or services

 Audience targeting starts with a close look at your business’s product or service offerings. The goal is to
determine who’ll most likely benefit from it.

Here are three steps for getting your answer:

1. Determine what problem your goods or services solve. For example, a meal-kit delivery service like HelloFresh
solves the problem of not having time to prepare nutritious meals (or wanting to order takeout).
2. Think about who’s most likely to benefit from your product or service solution. In the case of HelloFresh, the
ideal customer might be a busy professional who doesn’t have time to cook or go to the grocery store.
3. Define your unique selling proposition (USP). What’s your USP? For HelloFresh, the brand focuses on nutritious
ingredients and easy-to-make meals for busy professionals.

2. Research your market

Next, look beyond your business with external market research. Start with a competitor analysis — the odds are
that your competitors have similar target audiences.

Scope out the competition and answer these questions:

 Who are they targeting?

 What demographics do they appeal to?
 What gaps in the market can you fill that your competitors aren’t?

You can research competitors by looking at their websites and social media platforms. There are also tools you
can use to check a competitor’s website traffic, like Ahrefs and Semrush. Your audience targeting could involve
seeing what search keywords they rank for and incorporating them into your content marketing.

3. Create buyer personas

Use the information gathered in the first two steps to create buyer personas — profiles of imaginary people who
are your ideal target audience.

These profiles can include demographic data like:

 Age
 Profession/job title
 Education level
 Income level
 Marital status
 Goals
 Pain points (problems that need solving)
 Media consumption
 Hobbies
 Habits

Another technique you can use to gather demographic information is to survey existing customers. Or, consider
who your target audience isn’t and create an “anti-persona” to help illuminate your desired persona.

4. Consider your marketing channels

Once you’ve established your customer personas, examine their habits. Think about consumer behavior and
consider where your potential customers spend their time, like what websites they visit or platforms they frequent.
Within that process, consider what type of messaging makes the most impact on them.

Younger consumers tend to flock to social media platforms like TikTok, while older consumers generally prefer
more traditional news outlets or platforms like LinkedIn. Once you know which marketing channels will be most
efficacious for your campaigns, you can start creating your marketing materials.

5. Test and refine

Defining a test audience isn’t a surefire science. It’s important to conduct market research to validate your defined
audience. One tried and true method is to gather customer feedback through surveys.

Benefits of knowing your target audience

 As a business, it’s important to understand your target audience. Knowing who you’re talking to can make a big
difference when developing your branding and marketing plans.

By identifying your ideal consumer, your business can:

 Develop a winning brand identity. When you know your target audience, you can create a brand identity that
speaks to their core values. This helps ensure your brand resonates with them.
 Craft marketing strategies that work. Sharing values with your target audience makes developing successful
marketing campaigns with tangible impact easier. You know what messages will have meaning for them.
 Improve customer acquisition. It’s easier to get new customers when you know who to address and can tailor your
branding and marketing toward that person’s interests — like a subculture or hobby.
 Enhance customer satisfaction. When you build a brand with a well-defined target audience, it’s easier to deliver
on your brand promise. Your customers get what they expect from the brand. This can improve customer
relationships and satisfaction.
 Promote brand loyalty. Satisfied customers are more likely to remain loyal to your brand, making it easier to keep
current customers around. Plus, they might promote your small business to others through word-of-mouth.

If you don’t know your target audience, you may create unfocused branding and marketing materials that miss the
mark — and attract negative attention from consumers.

2. Message Decisions- Content, Structure, Source and Format

What is an Advertising Message?
An advertising message is defined as a carefully crafted communication designed to promote a product, service,
or idea to influence the target audience’s perceptions and behaviours. It serves as a key element in marketing
campaigns, aiming to capture attention, create interest, and ultimately persuade consumers to take a desired
action, such as making a purchase or engaging with a brand. Effective advertising messages often incorporate
persuasive language, compelling visuals, and a clear call to action to motivate the audience. The message
should align with the overall brand strategy and convey the unique selling propositions or benefits of the
product or service, addressing the needs and desires of the target demographic. Crafting a successful advertising
message requires a deep understanding of the target audience, market trends, and the competitive landscape,
ensuring that the communication resonates with the intended consumers and leaves a lasting impression.

Components/Content of Advertising Message of an Ad Campaign

1. Headline: The headline is the first thing that grabs the audience’s attention. It should be concise, engaging,
and relevant to the main message of the ad. A powerful headline encourages the audience to continue reading or
listening.
2. Sub-Headline or Tagline: Supporting the headline, a sub-headline or tagline provides additional context and
reinforces the main message. It’s often a memorable phrase or slogan that encapsulates the brand or product’s
key benefits.
3. Body Copy: This is the main text of the ad that provides detailed information about the product or service. It
elaborates on the key features, advantages, and unique selling propositions. The body copy should be clear,
concise, and persuasive.
4. Visual Elements: Visual components, such as images, graphics, and videos, play a crucial role in conveying
the message. These elements should be carefully chosen to complement the text and evoke emotions that
resonate with the target audience.
5. Call-to-Action (CTA): A strong and clear call-to-action prompts the audience to take a specific step, such as
making a purchase, visiting a website, or contacting the company. The CTA should be compelling and aligned
with the overall campaign objectives.
6. Brand Logo and Identity: Including the brand logo and identity elements ensures that the audience associates
the message with the correct brand. Consistent branding helps build brand recognition and trust.
7. Contact Information: In some cases, especially for local businesses or services, providing contact information
such as a phone number, website, or physical address is essential for facilitating customer engagement.
8. Social Proof: Testimonials, reviews, or endorsements from satisfied customers can be incorporated to add
credibility and build trust. Social proof helps validate the claims made in the advertising message.
9. Offer or Promotion: If applicable, highlighting special offers, discounts, or promotions can enhance the
attractiveness of the ad. This encourages immediate action from potential customers.
10. Targeted Messaging: Tailoring the message to the specific needs, preferences, and demographics of the
target audience increases relevance and resonance. A well-targeted message is more likely to capture the
attention of the intended consumers.
11. Tone and Voice: The tone and voice of the message should align with the brand’s personality and the
emotions the campaign aims to evoke. Whether it’s humor, excitement, or sincerity, the tone sets the overall
mood of the ad.
Advertising message – structure of the advertising communication
Consumers today are bombarded with information, and companies have to be unique to draw their attention.
There are thousands of similar and identical products available for consumption with the consumer's single click.
For creating an advertisement that will pique the interest of the consumer, position the product in the consumer’s
mind, and lead to the sale of products, marketers have to consider the following points in depth −
1. Image and Textual Content of a Message − Marketers can use images or text while conveying their advertising
propaganda to consumers. Studies have found, though, that images attract more viewers for a particular
advertisement. Marketers can use a mixture of both as well. While deciding upon the textual part of an
advertisement, marketers have to be thorough with the type of consumer segment they are dealing with. For
example, it was found in a recent study that generally, consumers with busy and hectic professional lives are more
attracted to advertisements that use the words simple, simply, easy, clear, honest, and others.
Example-
McDonald’s − The brand came up with the tagline, "The simple joy of a wholesome breakfast." for all its
working-class consumers who are always running and skipping breakfast to be at work on time.

2. Framing of the Message − This part delves into the tone of the message. It is very important to consider the
nature of the product, the characteristics of the consumers, and the environment in which the company is
operating before deciding on the tone of the message. The tone of the message could be of two types:
A. Positive Framing − Here the company is emphasizing the benefits of the product or service being advertised.
This approach is more effective for consumers who rate high on the Need for Cognition (NFC) scale or for
consumers who have an independent self-image and personal goals. Here, the consumer knows its worth and
would want to enhance it.
Example- Loreal Paris Shampoo − The company advertises the five benefits that an individual consumer who uses
the product will receive if they are using that particular shampoo.
B. Negative Framing − Here the company is emphasizing what benefits the consumer will lose if they do not
consume the product or service being advertised. This type of advertisement is more effective with consumers
who have a low Need for Cognition (NFC) score or who have a dependent self-image and personal goals. Here,
the consumer is seeking more social acceptance.
Example- Life Insurance Corporation of India − It is an Indian company selling life insurance policies and other
insurance policies to the Indian consumer segment. The company advertises the loss that an individual and his
family members will bear after his death without an insurance plan in place.

3. One-Sided or Two-Sided Structure of the Message − There are two ways in which companies can decide how
to deal with their competition while creating their advertisement.

One-Sided Structured Messages − these are the companies that disregard the competition. Their only focus is on
their brand and their products. The company either acts ignorant of the market or is submerged in its superiority. It
is more relevant for brands that have friendly consumers or existing consumer sets.

Two-Sided Structured Messages − are when the brand claims to be better than the competitor without naming the
competitor. This is more effective in the case of the unfriendly, critical, and educated consumer segment.
Example- Ultra Dawn Dishwashing Liquid − it is a company that manufactures dishwashing liquid. While
advertising its dishwashing liquid in an advertisement, the company proclaimed that its product is twice as strong
as "the others Dishwashers."

4. Order effects of the message − It is critical for marketers to decide where the message should be placed. At the
beginning of the show, the middle of the show, or the end of the show. In a study, it was found that ads in the
middle of the show had negligible recognition, those at the start of the show were the most recognizable, and
those at the end had medium recognition. After deciding upon this, the advertisers also have to decide where to
put the brand name and the benefits of the product. It was found that with consumers with a low level of
involvement and interest, it is better to place the benefits and brand name at the start so that it piques their
curiosity, while in cases of high involvement, the company can develop its own story and present the same. In the
case of magazines as well, it was found that printing ads at the start and end of the magazine was costlier than
printing ads inside the magazine.

Advertising message- Source

The choice of your message source is important because it determines how consumers will relate with your brand.
There are three main categories of message source attributes: credibility, attractiveness and power. The source of
your advertising messages can be a paid spokesperson/celebrity, customers or the owner/ employees; the decision
should be based on the attribute you want them to portray.
The outcome or goal of source credibility is internalization. This strategy utilizes trust, expertise, believability and
honesty so that consumers adopt the position in the message as their own. In other words, they internalize it.
Consumers will not internalize a message they do not believe to be true or from a credible source. Lawrence
Photo and Video is a great example of a local business that uses its their messaging to establish credibility; even
their logo has "Since 1888" included in it.
The process of source attractiveness is identification. Through the use of your model or spokesperson, consumers
are able to identify with or aspire to be part of the brand. The three subsets of attractiveness are similarity,
likability and familiarity. Attractiveness via similarity occurs when there is a resemblance between the target
audience and the source that allows the consumer to see themselves also using and benefiting from the brand.

Advertising message- format

There is a plethora of ad format that advertisers can choose from to promote their products or services. However,
not all ad formats are created equal, and some tend to be more effective compared to others at grabbing the users’
attention and driving engagement.

Types of Ad Format

Banner ads: Banner ads are graphical ads that are shown on websites, typically at the top or bottom of the page.
Video ads: As the name suggests itself, these are ads that appear in video content, either before, during, or after
the video.
Native ads: Next, native ads are those that are designed to blend in with the surrounding content, often appearing
as sponsored content.
Text ads: These are ads that appear as text-based links, typically on search engine results in pages or on websites.
Pop-up ads: These are ads that appear in a separate window, typically triggered by user interaction with a website.
In-stream ads: These are video ads that appear during streaming content, such as on YouTube or other streaming
services.
Rich media ads: These are ads that include interactive elements, such as animations or games, to engage users.
Social media ads: These are ads that appear on social media platforms, such as Facebook, Instagram, or Twitter.
Mobile ads: These are ads that are designed specifically for mobile devices, such as mobile banner ads, interstitial
ads, or in-app ads.

Appeals in Advertising
Advertising appeals refers to the approach used to attract the attention of customers or to influence their feelings
towards a brand, product or service. It is the central idea of an advertisement and speak to an individual’s need,
wants or interest and entice her to take the desired action which generally is “Buy me”. Here are the top 10
advertising appeals that really work.

1. Emotional appeals - Emotional appeals relate to the consumers social or physiological needs for purchasing a
product or a service. Many consumers’ purchase decisions are emotional and are made on what they feel about a
particular brand more than its features. They are designed to make an audience associate positive feelings with
your brand. These appeals generally focus on trust, joy, love, loyalty and happiness, which you can leverage
through the use of powerful music and imagery. Examples – Jewellery ads, Ariel share the load ads

2. Sexual Appeals - Sex appeals relate to a person’s natural desire to experience romance and appeal to others
romantically. The goal of this appeal is to make people feel like they will be more attractive, more desirable, and
more likely to get the person of their dreams if they use a certain product or take certain actions.Sex appeals
capture attention, but seldom promote product consumption. Although history has shown that sex does indeed sell
or at least gets attention. Examples – Fragrance product ads, condom ads
3. Humor Appeals - Who doesn’t like something that’s funny? Humor appeals make consumers laugh and create
an emotional link with the product. It is a proven appeal type for grabbing attention. When consumers find
something humorous, it has value because is causes them to watch, laugh and, most importantly, remember. By
capturing the viewer's attention, humor appeals cut through advertising clutter and allow for enhanced recall and
improved moods of the viewers. The challenge with humor however is to keep the brand in the humor – so your
market associates the humor with your brand. Often it’s the humor that is remembered more than the product.
Examples – Mentos ads, Center shock ads, Fevicol ads.

4. Musical Appeals - Like humor, music is a great way for brands to get noticed and make an audience remember
their products. In addition, musical appeals can bring up positive memories whenever someone hears a catchy
tune in an ad, which goes a long way toward making them feel good about the product being presented. The use
of musical appeals allows for a connection between the product or service and a catchy jingle or piece of music.
Examples – Airtel jingle ad, Lifebuoy “Lifebuoy hai janah tandaroosti hai wahan”, Washing powder Nirma.

5. Rational appeals - Rational appeals use logic, facts, and data to convince consumers to buy products, and are
often found in advertisements for medications, cookware, and cleaning products. They focus on the consumers
practical, functional need and utility for the product or service. It emphasizes on either product features or its
functional benefits or its problem removal or problem avoidance attribute. Examples – mobile phone ads showing
features, detergent ad showing superior stain removal property.

6. Fear Appeals - Fear appeals focus on the negative outcomes that can happen because of an action or inaction.
Another fear tactic involves isolation. People will purchase a product to avoid isolation from others because of
bad hygiene for example in the case of toothpastes and Deodorants. Fear appeals fit particularly well with certain
types of goods and services, particularly those products that can eliminate threats or provide a sense of personal
security. For example, fear is often used in insurance company ads, focusing on the consequences of an untimely
death. Examples – anti tobacco ads, toothpaste ads focusing on germ fighting property.

7. Scarcity appeals - Scarcity appeals tap into people’s fear of missing out, so they’re a great way to convince
people to take advantage of a sale or a limited edition product. However, make sure that scarcity actually applies
to what you’re selling and sale is indeed a sale and is not a permanent offer. Examples – Toothbrush Free with
Toothpaste ads, ads giving gifts or lucky coupons.

8. Bandwagon appeals – Bandwagon appeals, also known as FOMO appeals (Fear of missing out appeals), make
consumers believe that they are missing out by addressing the consumer’s need to belong. This type of message
says buy this product because everyone does. Examples – ads showing “India’s no. 1 or most preferred brand”,
“Desh ke 80% logon ne ise chuna”.

9. Favourable Price appeals – Favourable price appeals make price as the dominant point of the message. It can be
used to announce a lower price product, low prices every day. Examples – 5 Rs. Chhota coke, Vodafone’s 10 ka
chhota recharge, Mc Donalds “I’m Loving it” ads

10. Competitive advantage appeals – Competitive advantage appeals make either a direct or indirect comparison
to another brand and usually claim superiority on one or more attributes. This is also known as comparative
advertising. Examples – Detergent ads showing a particular product cleaning a cloth better than competition
product, health drink ads showing more or higher nutrients than the competition product.

Message Tactics: Copywriting

Copywriting is a process of writing convincing material for sales and marketing to produce sales and conversions.
Websites, Emails, Catalogs, Commercials, and other materials are a few examples. As a profession, those who
write this copy are known as ‘’copywriters ‘’.
Yet, as the internet became more widely used and digital marketing became more prominent, copywriting
underwent a reshaping and began to separate more and more from advertising.
Why Is Copywriting Necessary?

Although copywriting might belong perfectly in the sales and marketing category, there is much to be said about
its unique worth to your company. Beginning with improving your brand’s messaging and image, effective
copywriting helps you stay top-of-mind with your target audience. It can also effectively highlight your
company’s unique selling proposition, key competitive advantages, and key strengths. Finally, effective
copywriting can raise your conversion rates overall.
If the CTA(Call to Action) is one of the key components of a piece of writing, it means that, following the
established strategy will be necessary for the reader to take some action at some point during the customer’s
journey, such as signing up for a newsletter, downloading in-depth content, or simply continuing on the blog and
reading another post.

By using this strategy, the copywriter can persuade and grab the attention of website or blog visitors and get them
to follow the instructions.

An expert informs and instructs the person about a specific good or service to make it evident that their offering is
the best response to their needs.

This is accomplished through creating high-quality, rich content like blog posts, infographics, e-books,
whitepapers, webinars, and so on.

Strategies for Copywriting

1. Customer-Oriented
While a company may take great satisfaction in how flawless its products are, the more you brag, the less likely it
is that you will appeal to the customer’s attitude. Instead, strong content emphasizes how it is about them and how
they are solving a quandary or issue.

A copywriter will employ this client-centered tactic and add more “you” references in place of pronouns like “we”
and “our”.

2. Connect Emotions
Emotions have a significant part in decision-making. Although this may initially seem manipulative, it is filling a
particular demand for a segment of consumers. so it is important how we connect emotion as a strategy in
copywriting.

Although it may reduce the size of your target audience, it can appeal to their attitudes in a way that motivates
action.

3. Highlight Benefits Rather Than Features

The technical specifications and features of your product or service may be enumerated by almost anyone. Yet for
effective copywriting, the emphasis is on highlighting the advantages.

Copywriting provides consumers with what they want since they want to know how something will directly
benefit them.

4. Usage Of Testimonials
Social evidence shows that individuals or organizations value a good or service. Social proof on Amazon is
customer reviews. Social proof comes from the logos of businesses that have used the product. Likes on Facebook
are a social signal. Which helps to attain credibility with customers.

5. Language Simplicity
Make sure your content l isn’t too technical or complex for your viewers by using simple and concise language.
Always use language that should be understood by everyone.

6. Adding Logos
Displaying logos from your most successful clients or customers is another method to give your audience a sense
of belonging and authority.

Types of Copywriting

1. Social Media Copywriting

To interact with your audience, you can use a variety of social media sites. You can compose the best message for
your customers by researching to learn where they spend their free time.

You can modify the language and tone of your social media copywriting based on that research to communicate to
your audience effectively. messages created specifically for social media posts that address the platform’s users.

2. Public Relations Copywriting

Announcements that inform the public and the media of new initiatives, such as product launches or employee
hires. Public relations copywriting has the specific objective of promoting a company, good, or service while
informing media outlets and the general public. Usually, a public relations expert will write it. They produce
content about an occasion hosted by their organization and distribute it to numerous media sources.

3. Brand Copywriting
A tagline or brand message is an example of brand copywriting that supports and communicates a brand’s beliefs
and vision. Gaining notoriety in your field and establishing a relationship with clients mostly depends on
effectively communicating what your brand stands for. Writing with a specific vision of your brand in mind will
help you achieve that. It might take the shape of a logo, theme music, saying, or aspect of a brand’s personality.

4. Email Copywriting
Instructive email bodies, compelling subject lines, and crystal-clear CTAs are all part of explanatory or
transactional email writing. Writing excellent email copy is one of the best ways to directly interact with your
most targeted audience among the many benefits of using email marketing.
5. SEO Copywriting
Written web content that uses SEO techniques like keywords and title tags to raise its position in search results.
For search engines to find the text and list it as a top result, SEO copywriting involves optimizing the copy using
keywords and phrases.

6. Marketing Copywriting
Direct mail, YouTube videos, and online display ads all belong to the sales-driven content category. One of the
main mottos behind this type of marketing copy is to advertise a business and create leads. A tried-and-true
method of informing potential buyers about new products is through marketing copywriting.

The main objective of copywriting is to get the reader to make a decision, make a purchase, or do something
else. The information should captivate the reader’s attention before inspiring them to take a particular action. It
doesn’t matter whether this involves subscribing to a website newsletter or purchasing expensive electronic
equipment. In copywriting, there are numerous approaches to accomplish this objective. The copywriter will need
to write serious, humorous, or innovative content depending on the type of product you want to advertise to attract
the target demographic.

The craft of copywriting involves fusing material with needs particular to marketing and target audiences to
persuade a potential customer on a structural and content level, and so persuade him or her to do the required
action.

Difference between Advertising and Sales Promotion

Advertising:

1. Purpose: Advertising is a form of communication used to promote or sell a product, service, or idea.
It aims to create awareness, build brand image, and influence consumer behavior over the long term.
2. Scope: Advertising has a broad scope and is typically used to reach a wide audience through
various media channels such as television, radio, print, outdoor, and digital platforms.
3. Cost: Advertising can be expensive, especially for high-reach media channels such as television and
print. However, digital advertising has provided more cost-effective options for reaching a large
audience.
4. Duration: Advertising campaigns are usually long-term and continuous, aimed at building brand
awareness and loyalty over time.
5. Objectives: The main objectives of advertising are to create brand awareness, inform consumers
about product features and benefits, and persuade them to purchase.

Sales Promotion:

1. Purpose: Sales promotion is a short-term marketing strategy used to stimulate immediate sales. It
aims to encourage customers to buy a product or service by offering incentives or discounts.
 2. Scope: Sales promotion activities are focused on specific products, markets, or sales channels.
They are often used to target a specific segment of customers or to promote a new product or
service.
3. Cost: Sales promotions can be cost-effective, especially compared to advertising. They often involve
discounts, coupons, samples, or other incentives that can be easily implemented and tracked.
4. Duration: Sales promotions are typically short-term and have a specific start and end date. They are
designed to create a sense of urgency and encourage immediate action from consumers.
5. Objectives: The main objectives of sales promotion are to increase sales volume, attract new
customers, encourage repeat purchases, and clear excess inventory.

Difference between Advertising & Publicity

Ad Publicity

Advertising- It is an
Meaning activity to boost the Publicity- It is an activity to make people aware or provide information
company’s product or about the product or service provided by a company.
service.
It is the company’s
What is it? claim about its It is what other people think about the product.
product.
The main objective is
to target the right The main objective is to create awareness or provide information regarding
Objective
audience to boost the product or service.
sales.
Do you have to pay Yes. It is a paid
No. It is done free of cost.
for this activity? promotion.
Is it a sponsored
Yes No
activity?
Is it under the
Yes No
company’s control?
What kind of Positive messages Both types of messages can be conveyed: Positive as well as Negative. It
message does it that help to boost a is so because publicity is all about what other people think about the
convey? company’s sales. product; hence, it can highlight a product’s negative and positive aspects.
Less reliable in
Reliability comparison to More reliable in comparison to advertising.
publicity.
Can this activity be
Yes No
repeated?
Building the image of
Activity helps in Creating goodwill and developing trust
the brand.