? Advertising Management Subject: ADVERTISING MANAGEMENT Credit: 4 SYLLABUS Concepts of Advertising The Field of Advertising, Introduction, Integrated Marketing Communication, Advertising and its types, Comparative Advertising, case study, Communication Models in Advertising Integrated Advertising Program Analysis of Mission & Market Objective Setting & Determining Target Audience, Understanding Segmentation, Positioning, Budget Decision, case study on Budgets Understanding Message Strategy Message & Copy in Advertising, Headlines in Print & TV Advertising, Visualization & Layout, AD Appeals, Testimonials & Celebrity Endorsement Media Types & Decision Types of Media, Media Selection, Media Planning: New Perspective, Media Decision Campaign Making Three Phases of Campaign Creation, Steps of Effective Advertising, Upsetting the applecart in the scooterette category In Style! Case study, Understanding Campaigns Advertising Advertising Stake Holders – Advertising Organization, Evolution & History of advertising Agency, The working of AD agencies, Organization Structure of Advertising Department, Interface with other Departments, Functions of Advertising Agency Suggested Readings: 1. Advertising Management, Dr. Varma & Aggarwal, King Books 2. Principles of Marketing, Kotler & Armstrong, Prentice-Hall of India 3. Advertising: An Introduction Text, S. A. Chunawalla, Himalayan Publishing House 4. Advertising Principles and Practice, Wells Burnett Moriarty, PHI 5. Foundations of Advertising, S.A. Chunawalla, KC Sethia , Himalayan Publishing House ADVERTISING MANAGEMENT ADVERTISING MANAGEMENT COURSE OVERVIEW Well what do I say? Advertising, friends, has always fascinated Next few lessons deals with few of the models that you have to everybody. Whether it is Hritik Roshan dancing in the commer- keep in mind while framing the campaign. You should know cial of Coke or a small boy’s innocence in the Dhara how to frame your message and understanding as to the advertisement, they all make us look at ads with a different process, which is there in the communication process. This is perspective. In fact I really will not be surprised if you say that important to know since it should not happen that you make you would rather watch ads than watch saas-bahu on TV. this wonderful advertisement but your audience doesn’t read it Advertising has certainly come of age. There has been new or understand it. End result wastage of resources. technology, which is taking the production of ads to greater Thereafter we talk about the audience. “The consumer is not a heights. In fact in India the ads have become so qualitative in its moron, she is your wife”. Well, we teach you to look at the essence that we are doing very well in the international scene. We audience as if he were the king. You also need to understand are winning a lot of awards in the international advertising that you cannot sell a Mercedes to rickshaw wala, so what do circuits. you do? You understand as to who is it that you should sell the The credit I would like to give to young people like you. There product to. Also frame your aim of your campaign accordingly. is so much energy level mixed with creativity that is absolutely Where after we talk about money. This is a crucial aspect because oozing out of you all that I am sure you people will take the the advertisers allocate a lot of money for the advertising honey. advertising industry to a new dimension all together. Talent is So you have to good a good advertising honey in order that the what this field requires. Look, you may say that I do not have money gets its value for money. any talent. But you don’t know yourself as yet. As it is I have Then the lessons equips you all with the creative source house. always believed in the fact that everybody is creative in some or It will give you an insight as to how those great ads were made. the other field. So within advertising you could go in for: Who made Sachin Tendulkar to speak in a husky voice and who · Marketing made Aishwarya Rai look all the more beautiful? Creatve · Creative departments with the French beards and long hair do that. · Production · Planning Then we talk about why you should go in for TV advertising · Public Relations over radio? Or why is the web a modern tool for reaching out In any case let me very briefly tell you what this subject is all to the public. So media is what we talk about. about. Welcome to the next interesting part where you learn how to Introductory lessons are all about advertising and its relevance make the campaign with respect to marketing. We have the Integrated Marketing It is imperative that you all know about the HTAs and the Communication, which talks about integrating all the elements O&M of the world. We shall explain you what an agency is all of marketing to the field of advertising. Be it public relations or about and its role and activities in the framework of advertising sales promotion, they all have to be integrated to give cohesive- agencies. ness to the advertising campaign. i ADVERTISING MANAGEMENT Where after we talk about some issues like the presence of a woman in Rupa undergarments for men (that to be she was actually wearing one!!!). I am sure you all will agree that we need some regulations and ethics where advertising is concerned. The last few lessons contains few key questions and case studies pertaining to campaign making. This will get you closer in becoming an ad man. This is a unit, which is created to bring out your creative juices and go on to make award-winning campaigns. At least RU will bestow upon you some sort of recognition for your creations. ii ADVERTISING MANAGEMENT ADVERTISING MANAGEMENT CONTENTS . Lesson No. Topic Page No. Concepts of Advertising - The Field of Advertising Lesson 1 Introduction 1 Lesson 2 Integrated Marketing Communication 6 Lesson 3 Tutorial 24 Lesson 4 Advertising and Its Types 25 Lesson 5 Comparative Advertising 31 Lesson 6 Tutorial 37 Lesson 7 Communication models in Advertising 38 Lesson 8 Tutorial 47 Integrated Advertising Program Analysis of Mission & Market Lesson 9 Objective Setting & Determining Target Audience 48 Lesson 10 Tutorial 55 Lesson 11 Understanding Segmentation 56 Lesson 12 Positioning 65 Lesson 13 Tutorial 73 Lesson 14 Budget Decision 74 Lesson 15 Case Study on Budgets 77 Understanding Message Strategy Lesson 16 Message & Copy in Advertisements 84 Lesson 17 Headlines in Print & TV Advertising 91 Lesson 18 Visualization & Layout 102 Lesson 19 Tutorial 108 Lesson 20 Ad. Appeals 109 v ADVERTISING MANAGEMENT ADVERTISING MANAGEMENT CONTENTS . Lesson No. Topic Page No. Lesson 21 Tutorial 118 Lesson 22 Testimonials & Celebrity Endorsement 119 Lesson 23 Tutorial 123 Media Types & Decision Lesson 24 Media Planning & Decision 124 Lesson 25 Tutorial 140 Campaign Making Lesson 26 Understanding Campaigns 141 Lesson 27 Case Study & Campaign Making 149 Lesson 28 Tutorial 151 Advertising Stake Holders - Advertising Organization Lesson 29 Ad Agencies – A Look 152 Tutorial: Case Study 159 Lesson 30 Tutorial 168 Issues in Advertising Lesson 31 Regulation In Advertising 169 Lesson 32 Advertising Effectiveness 176 Indian Advertising Lesson 33 Lesson: Indian Advertising 181 Lesson 34 Ethics in Advertising 188 Lesson 35 Children & Women in Advertising 192 Lesson 36 Tutorial 199 Case Study Lesson 37 Key Questions 200 Lesson 38 Advertising Campaign Exercise 201 Lesson 39 Cases 1 & 2 202 Lesson 40 Cases Study 207 vi UNIT I CONCEPTS OF ADVERTISING LESSON 1: UNIT - 1 CHAPTER 1 INTRODUCTION THE FIELD OF ADVERTISING Learning Objectives reaches out to the maximum number of people. So mass ADVERTISING MANAGEMENT · Within this lesson you will understand the basics of communication would be the best way to reach out to the advertising people hence the medium of advertisements to reach out to the masses. It should be however understood that advertising · This lesson will give you an insight about advertising as a itself couldn’t sell the product it merely assists in the selling communication process. process. Advertising also cannot rejuvenate or restore a poor I would like to welcome you to the creative side of this world. I product it only helps in the selling process through the means know that creativity is there in all of you and that is exactly what of communication. I plan to extract from you all. So, are we ready to get bowled by Matrimonial advertisements, recruitment advertisements, Sachin Tendulkar. That my friend is the beauty of advertising, tenders, classified advertisements, notice, public announcements expect the unexpected and again be surprised to see that the are also examples of advertisements. unexpected got the results. Basically you must understand that adverting is an announce- ment 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 advertis- ing as “any paid form of non personal presentation of ideas, goods and services by an identified sponsor.” 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 Okay, now let us see what advertising is all about. sketch or message on a billboard or a poster or a banner on the Advertising is multidimensional. It is a form of mass commu- Net. nication, a powerful marketing tool, a component of the Non-personal would mean that it is not on a person-to-person economic system, a means of financing the mass media, a social basis.