Advertising- Elements

•An advertisement copy is the product-based message that reaches to the consumer. The hardcopy
includes the whole text of an advertisement comprising of various elements like:
• Slogan
• Headline
• Subheads
• Body matter
• Company name / product Name
• Logo
• USP Picture
• Address
•An advertiser or a copywriter should have extraordinary creativity to reach and convince the target
audience.
ADVERTISING PROCESS
• The following are the steps involved in the process of advertising:

• Step 1 - Briefing: the advertiser needs to brief about the product or

• Step 2 - Knowing the Objective: one should first know the objective
or the purpose of advertising. i.e. what message is to be delivered to
the audience?
• Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy the
product. The target should be appropriately identified without any confusion. For e.g. if the product
is a health drink for growing kids, then the target customers will be the parents who are going to buy
it and not the kids who are going to drink it.

• Step 5 - Media Selection: now that the target audience is identified, one should select an
appropriate media for advertising so that the customers who are to be informed about the product
and are willing to buy are successfully reached.

• Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is no short of
funds or excess of funds during the process of advertising and also there are no losses to the company.
• Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is made by the
copywriters of the agency, then the actual creation of ad is done with help of the art directors and the
creative personnel of the agency.

• Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect to enter
the market.

• Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown. The place
will be decided according to the target customers where the ad is most visible clearly to them. The
finalization of time on which the ad will be telecasted or shown on the selected media will be done by the
traffic department of the agency.
• Step 10 - Execution: finally the advertise is released with perfect creation, perfect placement and perfect
timing in the market.

• Step 11 - Performance: the last step is to judge the performance of the ad in terms of the response from the
customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted
people, was the advertise capable enough to compete with the other players, etc. Every point is studied
properly and changes are made, if any.
Classification of Advertising
• Print Advertising - The print media has been used for advertising since long. The newspapers and
magazines are quite popular modes of advertising for different companies all over the world. Using the
print media, the companies can also promote their products through brochures and fliers. The
newspaper and magazines sell the advertising space and the cost depends on several factors. The
quantity of space, the page of the publication, and the type of paper decide the cost of the
advertisement. So an ad on the front page would be costlier than on inside pages. Similarly an ad in the
glossy supplement of the paper would be more expensive than in a mediocre quality paper.
• Broadcast Advertising - This type of advertising is very popular all around the world. It consists of television,
radio, or Internet advertising. The ads on the television have a large audience and are very popular. The cost
of the advertisement depends on the length of the ad and the time at which the ad would be appearing. For
example, the prime time ads would be more costly than the regular ones. Radio advertising is not what it
used to be after the advent of television and Internet, but still there is specific audience for the radio ads
too. The radio jingles are quite popular in sections of society and help to sell the products.
• Outdoor Advertising - Outdoor advertising makes use of different tools to gain customer’s attention. The
billboards, kiosks, and events and tradeshows are an effective way to convey the message of the company.
The billboards are present all around the city but the content should be such that it attracts the attention of
the customer. The kiosks are an easy outlet of the products and serve as information outlets for the people
too. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a
way advertises the product. Therefore, outdoor advertising is an effective advertising tool.
• Covert Advertising - This is a unique way of advertising in which the product or the message is subtly
included in a movie or TV serial. There is no actual ad, just the mention of the product in the movie. For
wears Omega
example, In Franchise movie series James bond 007, the lead character always
watches. In movie Baghbaan, Amitabh Bachchan’s character was the
employee of ICICI bank ( of which he was brand ambassador at that
time)
• Public Service Advertising - As evident from the title itself, such advertising is for the public causes. There
are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and
so on all of which need more awareness as far as general public is concerned. This type of advertising has
gained much importance in recent times and is an effective tool to convey the message .