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Business School OnlineAdvertisement Management Course
Online Course 1: Business AdvertisingOnline Course 1: Introduction Learning Objectives
I would like to welcome you to the creative side of this world. I know that creativity is there in all of you and that is exactly what I plan to extract from you all. So, are we ready to get bowled by Sachin Tendulkar. That my friend is the beauty of advertising, expect the unexpected and again be surprised to see that the unexpected got the results.
Okay, now let us see what advertising is all about.
Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of the economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a profession.
In India the advertising business is growing at the rate of 30% to 35% annually. The total advertising expenditure in India is about $5 Billion. It is a 1200 crore industry, even when billings are Rs. 8000 plus crores. It is 90% of India’s GDP.
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Today we see our senses bombarded with lots of advertisements. Be it the newspapers, magazines, the television or even so many hoardings which line up any street or highway, there are lot of advertisements to be seen. In fact the quantity and the quality both are increasing day by day. It has become an important tool at the hands of the marketers to sell their products. Some advertisements are criticized for being false, misleading, and deceptive and for concealing information. Advertisements can also manipulate the consumer to go in for unnecessary buying spree. So it is important to understand what advertising is all about.
Training Workshop: IT Management Course Now, let us say that a firm has developed a product, which will satisfy the market demand. So essentially he has to reach out to the public or to his target market and inform them about his product. For optimum exposure he has to make sure that he reaches out to the maximum number of people. So mass communication would be the best way to reach out to the people hence the medium of advertisements to reach out to the masses. It should be however understood that advertising itself couldn’t sell the product it merely assists in the selling process. Advertising also cannot rejuvenate or restore a poor product it only helps in the selling process through the means of communication.
Matrimonial advertisements, recruitment advertisements, tenders, classified advertisements, notice, public announcements are also examples of advertisements.
Basically you must understand that adverting is an announcement to the public of a product, service or idea through a medium to which the public has access. The medium may be print (newspapers, magazines, posters, banners and hoardings), electronic (radio, television, video, cable, phone, internet) or any other. An advertisement is usually paid for by an advertiser at rates fixed or negotiated with the media.
The American Marketing Association, Chicago, defines advertising as “any paid form of non personal presentation of ideas, goods and services by an identified sponsor.”
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So a form could be a presentation. It may be sign, a symbol, an illustration, an ad message in a magazine or newspaper, a commercial on the radio or on television, a circular dispatched through the mail or a pamphlet handed out at a street corner; a sketch or message on a billboard or a poster or a banner on the Net. Non-personal would mean that it is not on a person-to-person basis.
Training Workshop: Operations Management Course Goods, Services, Ideas for action would mean making a consumer’s work easy in knowing about the product of the firm. It could be a television, or a banking service or filing your tax returns, which the firm or the marketer wants the consumer to know about. An idea could also be political parties letting the people know about their party and why they should vote for their party. Adult education, beware of AIDS, donate your eyes are but a few examples of ideas.
Paid by an identified sponsor would imply that the sponsor has control over the form, content and scheduling of the advertisements. The sponsor could be identified by the company name or the brand of the particular product.
“Salesmanship in print”
“Advertising as a substitute for the human salesman”
“Advertising is the business of creative thinking for commercial advantage”
The above are few definitions of what advertising is all about.
To Communicate, to Persuade, to Influence and to Lead to some action is what advertising is all about. Human nature and advertising are closely related. A man who wears shirt-trouser instead of dhoti is advertising that he is westernized; a woman who wears a lipstick wants to advertise that she wants to look beautiful; a boy who rides a beautiful bike wants to advertise that he wants to be noticed. So we see that people want to notice for anything that they do. That is what advertising does. It pulls people towards the product like the flowers attracts the bees towards it.
Advertising is a career for many. I am sure you might want to make it a career. It is getting professionalized. Competition, growing marketing expenses, product failures, liberalization, globalization and the emergence of new electronic media has given an impetus to advertising activity. 
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You must understand however that advertising is a communication process. You have a certain message and that is ‘Decoded’ by a party (Sender) to be ‘Encoded’ by another (Receiver). We must understand that the message so encoded should be so clear that the person should not distort the meaning of it. This means that what you are trying to say and what the other person makes out of the message should be the same. You should not make the other party confused. So it means that the message should:
1. Gain attention of the receiver.
So the sender must know his receivers or the audience and the kind of response they are likely to elicit. This response he can get by maintaining a proper feedback mechanism. The feedback can also have some “Noise elements”. These could be poor message planning, busy audience members or careless feedback of response.
Training Workshop: Marketing Management Course We talk about the 4 P’s of Marketing – Product, Price, Promotion and Place. In a way we can say that the entire process of Marketing is a Communication process. For example what do we want to say about a particular product – is it youthful, young, matured, secured, - that is what is the profile of the customers that we are looking at. Once we have identified a group and further identified a few characteristics about them then we can incorporate those very characteristics in our message formulation. This would be under the context of Product. That is the distinctive image you want to associate the brand with.
Within the context of Price, quality plays a major role. When you think about Mercedes Benz at a price tag of Rs. 70 Lakhs, there is certainly a difference you perceive when you are given an automobile with a tag price of Rs. 3 Lakhs.
The Place would mean the interaction between the buyer and the seller. It is like you advertise your brand of television but when the buyer goes to the shop he does not get it there. So the place would mean the distribution channels.
Training Workshop: Business Law & Managerial Ethics Course Promotion would encompass the method and the medias used to reach out to the people. Even in rural areas, where there may not be many televisions in households, but through the local shows and with the help of ‘Nautakiwalas’ you promote your product. The local salesman coming to your house to sell shawls from Kashmir is another example of promoting your wares.
Advertising as such is related closely to other subjects of marketing too. Be it Personal Selling, Sales Promotion, Publicity or even Public Relations, advertising plays a significant role in reaching out to the selected target audience.
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Communication Model
As we have understood that the sender identifies the receiver(s) and develops a message, the basic of the sender is that the customer or the target audience should buy the product or the service. For this we must understand whether a particular message so created has been effective in reaching out to them. So what makes an advertisement effective? Below are the key points on the effectiveness of a message.
The above has been formulated as the AIDA Model.
Attention could be the form of the layout of a print advertisement or the way an advertisement is made in the form of moving pictures, the colors used, the models used and the copy written, the movements used and the contrasting element used.
We are bombarded by so many advertisements that there are a few we see and while a few we don’t. The advertisement, which arouses interest in us and provokes us to think or feel about a product, is what an advertiser looks at. It basically means to catch the eye of the public.
Desire would mean the buying motive. When you feel that you want to posses the particular product or be associated with it.
Action would normally mean the acquisition of the product.
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Within the AIDA framework, Attention would refer to the cognitive stage, both Interest and Desire would relate to the affective stage and Action would be a behavioral activity.
Within the framework of advertisements the following should be kept in mind:
The above would commonly be termed as the 6 M’s of Advertising.
The Mission statement would refer to the Aim of your advertisement. Is to improve sales, is to launch a new product, it for recall, is it for some short term offers, is it to gain attention, etc.
The Market analysis would incorporate the type of buyer you want to sell the product to. For a cosmetic company it is but natural they would show women and not men in their advertisement. For Horlicks they would show children having the product.
Money is the amount of budget constraint that the advertiser has in allocating the money between different medias and the expenditure to be incurred. For example, Procter & Gamble may allocate Rs. 2 crore for the advertisement of Tide detergent spread over one year.
What to say, how to say, who will say it and what type of appeals to be given in the message is what Message formulation is all about. Shahrukh Khan being the spokesperson for Hyundai Santro, the colors used in the car, the movements of the car and what the person should remember the car as are few of the elements to be kept in mind.
Star Plus, Zee TV, Star Movies, Times of India, Radio Mirchi, etc, are few of the choices where you could think of putting your advertisement. The people watching those medias are very crucial to the success of your advertisement being seen by your target audience.
You have spent Rs. 5 crore on your advertisement but do you think that your sales have improved or do you think the people have seen the advertisement? Measurement is precisely the way in which see as to whether your advertisement has been effective or not.
Advertising has a dark side to it too. The use of women to sell virtually everything and to have sexual overtures in an advertisement has been a contentious issue. Then showing one community in a bad light, like if you don’t put fairness cream then you would not get married have come under the microscope of the ethics committee.
Advertising involves lot of creativity and also marketing aptitude to be successful in this field. You have to keep your eyes and ears open for inspirations. After all great advertisements were not made in the think rooms. Shown below is a diagram of what advertising entails.
Characteristics of a good Advertisement –The Dual Process
Need for understanding
Advertising Objectives Consumer Objectives 
Attention / Awareness Satisfy Curiosity/Memory/Entertainment 
Interest Identify Personal Needs 
Knowledge Gather Relevant Information 
Attitude Change Support Risk Associated With Attitude Change 
Behavioral Change/Trial Enhance Need Reduction 
Repurchase/ Reinforce Trial and Need Reduction 
Commitment/Reminder
This is a very good advertisement but you are not to take the picture too seriously.
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“Quote-Unquote what few stalwarts have to say about Advertising.”
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The spirit should be free and creativity of yours should fly higher and higher in this ad mad world of advertising.
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