Fundamental of Advertising

The presentation is a detailed discussion on Advertising.

1. Adve rtising Dr. Anamika Ray Assistant Professor, Gauhati University, Guwahati

2. DEFINITION OF ADVERTISING "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media  ."( Bovee , 1992 ). Advertising is a way of sharing of with the buyers of a product or service. Advertisement is a paid message by the organization (of the product/service) with an intention to inform or influence buyers (Concept given by the Advertising Association of the UK) .  An advertisement is "salesmanship in print”.. ( defined by John E. Kennedy, the Canadian-US advertising pioneer (1864-1928 ).

3. Cont.. .. “Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost ”… (defined by the Institute of Practitioners in Advertising) . Advertising is “any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor ”… (definition by P. Kotler ) According to Oxford Dictionary the word ‘to advertise’ means ‘to make generally or publicly known’, It describes something publicly with a view to increasing sales.  The word advertising is a Latin word, which means “to turn attention of people to a specific thing.” It is a paid form of publicity. .

4. CHARACTERISTICS  Advertising presents and upholds the ideas, commodities and services of a recognized advertiser, which provides as a communication link between the producer and the potential buyers. It gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer.  Advertising may be taken as the most efficient means of reaching people with product information. Advertising presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer. While creating awareness and achieving popularity, it seeks to persuade. It is a more effective and extensive and less expensive way of creating contacts. 

5. Advertising  is a combination of creativity, marketing research, economic and media buying. Advertising may cost a lot of money but that cost is justified if it works effectively and economically . Advertisement has become an integral part in today’s marketing scenario. In earlier times, advertisement was not given as much emphasis as it is being given today . Advertising is the paid, non-personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to manipulate customer behaviour. Advertising is non-personal because it's a fantasy created by a computer that selects one part of the target audience. It communicates information about products or ideas.

6. UNIQUENESS OF ADVERTISING Paid form of publicity Non-personal communication P ublic communication A message about the reason to buy Information on goods and services, ideas organizations, people and places Possible use of media means such as direct mail, telephone, print, radio, television, and internet. Integral part of marketing communication

7. PURPOSE The main purposes of advertising are:- to disseminate information, to establish attitudes to persuade action aiming to provide profit for the advertiser.  purpose of advertising is to sell something :- a product , a service, an idea .

8. The real goal of advertising is an effective communication between goods and clients and increasing awareness. Advertisements are designed - to inform - to motivate - to create a market The intentions are - To change the thinking pattern (or buying  behaviour ) of the consumers. To persuade to take the action desired by the advertiser.

9. OBJECTIVES • To make an immediate sale. • To build primary demand. • To introduce a price deal. • To build brand recognition or brand proposition. •  To help salesman by building an awareness of a product among retailers. • To create a reputation for service, reliability or research strength. • To increase market share.

10. FUNCTIONS To distinguish products from their competitors To communicate the product information To create the urge  of  product use To expand product distribution To establish and extent the brand preference To reduce the overall sale cost.

11. NUTSHELL Advertising performs some functions. • It can inform the customers about a product, service, or idea. • It can persuade the consumers to buy products, services, and ideas. • It can remove cognitive dissonance from the minds of the customers to reinforce the feeling that they have bought the best product, service, or idea and their decision is right. • It can remind existing customers about the presence of the product, service, or idea in the market till now. • It can dissuade the public at large from buying certain products or services that are harmful for them.

12. CLASSIFICATION Classification Advertising can be classified based on various criteria— Based on Function , Based on Region , Based on Target  Market, Based on Company demand , Based on Desired response and Based on use of Media.

13. BASED ON FUNCTION Informative advertising : This type of advertising informs the customers about the products, services, or ideas of the firm or organization. Persuasive advertising: This type of advertising persuades or motivates the prospective buyers to take quick actions to buy the products or services of the firm. Example : “Buy one, get one free ”.

14. Reminder advertising: This genre of advertising reminds the existing customers to become medium or heavy users of the products or services of the firm that have been purchased by them at least once. This type of advertising exercise helps in keeping the brand name and uses of the products in the minds of the existing customers. Negative advertising: This type of advertising dissuades target audience from purchasing such products and services which would not only harm them but also the society in general. Examples: Advertisements of various civil authorities against alcohol, tobacco, and narcotics.

15. BASED ON REGION Global or international advertising: It is executed by a firm in its global market niches. Reputed global magazines like Time, Far Eastern Economic Review, Span, Fortune, Futurist, Popular Science. Satellite TV channels also use to advertise the products through out world. Supermodels and cinema stars are used to promote high- end products. National advertising : It is executed by a firm at the national level. It is done to increase the demand of its products and services throughout the country. Examples: BPL (Believe in the best). Whirlpool Refrigerator (Fast Forward Ice Simple) etc, which have  the market in India .

16. Regional advertising : If the manufacturer confines the product selling and the advertising to a single region of a country, its promotional exercise is called Regional Advertising. This can be done by the manufacturer, wholesaler, or retailer of the firm. Examples: Advertisements of regional newspapers covering those states or districts where these newspapers are circulated.  Local advertising : When advertising is done only for one area or city, it is called Local Advertising. Some professionals also call it Retail Advertising. It is sometime done by the retailer to persuade the customer to come to his store regularly and not for any particular brand.

17. BASED ON TARGETED MARKETS Depending upon the types of people who would receive the messages of advertisements, we can classify advertising into a few subcategories . Consumer product advertising: This is done to impress the ultimate consumer. An ultimate consumer is a person who buys the product or service for his personal use. This type of advertising is done by the manufacturer or dealer of the product or service . Industrial product advertising: This is also called Business-to-Business Advertising. This is done by the industrial manufacturer or his distributor and is so designed that it increases the demand of industrial product or services manufactured by the manufacturer. It is directed towards the industrial customer.

18. • Trade advertising : This is done by the manufacturer to persuade wholesalers and retailers to sell his goods. Different media are chosen by each manufacturer according to his product type, nature of distribution channel, and resources at his command. Hence, it is designed for those wholesalers and retailers who can promote and sell the product. Professional advertising : This is executed by manufacturers and distributors to influence the professionals of a particular trade or business stream. These professionals recommend or prescribe the products of these manufacturers to the ultimate buyer. Manufacturers of these products try to reach these professionals under well-prepared programmes . Doctors, engineers, teachers, purchase professionals, civil contractors architects are the prime targets of such manufacturers. • Financial advertising: Banks, financial institutions, and corporate firms issue advertisements to collect funds from markets. They publish prospectuses and application forms and place them at those points where the prospective investors can easily spot them.

19. BASED ON COMPANY DEMAND There are two types of demand:- Market Demand: Advertising is the total volume that would be bought by a defined customer group, in a defined geographical area, in a defined time period, in a defined marketing environment under a defined marketing programme. Company Demand: It is the share of the company in the market demand.

20. Under Company Demand, there are two types of advertising:- Primary demand advertising: It is also called Generic Advertising. This category of advertising is designed to increase the primary demand. This is done by trade associations or groups in the industry. The idea is to generate a continual demand for the product. Selective demand advertising: This is done by a company or dealer to increase the company demand. The company would advertise its own brand only. The retailer can also advertise a particular brand.

21. BASED ON DESIRED RESPONSES An ad can either elicit an immediate response from the target customer, or create a favorable image in the mind of that customer. The objectives, in both cases, are different. Thus, we have two types of advertising under this classification. Direct action advertising: This is done to get immediate responses from customers. Examples: Season's sale, purchase coupons in a magazine. We generally find direct action in primary demand product. As it does not take time to decide to buy.

22. Indirect action advertising: This type of advertising exercise is carried out to make a positive effect on the mind of the reader or viewer. After getting the advertisement s/he does not rush to buy the product but develops a favorable image of the brand in his mind. It is also considered as the selective demand advertising where the buyer thinks many times to decide to buy. Surrogate advertising : This is a new category of advertising. In this type of promotional effort, the marketer promotes a different product.

23. BASED ON THE MEDIA USED The broad classification based on media is as follows. Audio advertising: It is done through radio, P A systems, auto-rickshaw promotions, and four-wheeler promotions etc. Visual advertising : It is done through PoP displays, without text catalogues, leaflets, cloth banners, brochures, electronic hoardings, simple hoardings, running hoardings etc. Audio-visual : It is done through cinema slides, movies, video clips, TV advertisements, cable TV advertisements etc.

24. Written advertising : It is done through letters, fax messages, leaflets with text, brochures, articles and documents, space marketing features in newspapers etc. Internet advertising: The world wide web is used extensively to promote products and services of all genres. For example Bharat Matrimony, www.teleshop.com, www.asianskyshop.com etc. Verbal advertising: Verbal tools are used to advertise thoughts, products, and services during conferences, seminars, and group discussion sessions. Kinesics also plays an important role in this context.

25. BASED ON EXECUTION OF AN ADVERTISEMENT Broadcasting advertising: Advertising through broadcast media. Like radio, television advertisement . Print advertisement: Advertising through print media like advertisement through newspaper, magazine etc. Outdoor advertising: A dvertising through billboards, street furniture, stadiums, rest areas, subway advertising, taxis, transit . Online advertising: M obile advertising, email ads, banner ads, search engine result pages, blogs, newsletters, online classified ads, media ads.  

26. Direct marketing: direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text messaging, websites, online display ads, fliers, catalog distribution, promotional letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling, grassroots/community marketing, mobile . Online/internet marketing : E-commerce:-Search engine optimization (SEO)Search engine marketing (SEM)Mobile Marketing Email marketing Content marketing Social Media (Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest, YouTube, Wikipedia, Instagram).

27. ADVERTISEMENT COPY According to Business Dictionary, ‘Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer- product advertising’.   According to the UK advertising guru David Ogilvy (1911-1999 ), people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. It is also called advertisement copy, ad copy, or just copy.  

28. ELEMENTS OF ADVERTISING  An advertisement copy is the product based message that reaches to the consumers. The ad copy includes the whole text of an advertisement comprising various elements like : - slogan, headline , subheads, body matter Company name/ product name Logo USP Picture Address An advertiser or a copy writer should have extra ordinary creativity to reach and convince the target audience.

29. SLOGAN Slogan is a short and striking or memorable phrase used in advertising expressing the aims or nature of an enterprise, organization, or candidate; a motto and is used repeatedly, as in advertising or in promotion . Example- 1. Pepsi : Yehi hain Right Choice Baby 2. Amul : The taste of India 3. Jet Airways: The Joy of Flying 4. Cathay Pacific: The heart of Asia

30. According to Business Dictionary, simple and catchy phrase accompanying a logo or brand, that encapsulates a product's appeal or the mission of a firm and makes it more memorable. And which (when used consistently over a long period), becomes an important component of its identification or image. It is also called catch line, strap line, or tag line .

31. PUNCH LINE OR TAG LINE ‘ Punch line is a climactic phrase or sentence in a joke, speech, advertisement, or humorous story that produces the desired effect’ (defined by Dictionary.com ). In entertainment, a tagline is a small amount of text which serves to clarify a thought for, or designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social group, or product. As a variant of a branding slogan, taglines can be used in marketing materials and advertising. Examples:- Apple: Think different. JetBlue Airways, USA: JetBlue. You'll Want to Fly Again! Nike : Just do it. Subway : Eat Fresh

32. TYPES OF SLOGAN Slogan has two purposes- - to provide continuity - to memorize and repeat the statement among consumers . Based on purpose, there are two types of slogan:- Slogan that emphasizes product or reward: Every product has some rewards to offer to the consumers. It may have some hidden quality that differentiates a product from the others. For example Thanda Matlab Coca-Cola. 2 . Slogan that emphasizes action to be taken: The slogan might urge directly to use the product or service. For example –“ Join Akash ’ academic success in life”.

33. HEADLINE Headline is a sentence with full idea on the product/ service. One sentence expresses the full story of the promotion. It plays the responsibility to grasp the mind as well as concentration of the viewers just like a newspaper's headline . It is basically designed in order to be effective with bold, large font size and various colors if required which makes a difference from the competitors.

34. STYLES OF HEADLINE Label : In Label headline the name of the product can be identified . Informative headline: Informative headline provides the required information and attribution of the product . Provocative headline: Provocative headline creates a inquisitiveness and attraction towards the product among the viewers.

35. HEADLINES VERSUS TAGLINES The tagline is sometimes confused with a headline because information is only presented with the one or the other. Essentially the headline is linked to the information; Once the information changes, the headline is abandoned in favor of a new one . The tagline is related to the entertainment piece and can, therefore, appear on all the information of that product or manufacturer. It is linked to the piece and not to the concept of a specific event. If the sentence is presented next to a logo, as an integral part, it is likely to be a tagline.

36. CLASSIFICATION OF HEADLINE 1 . Direct headline: Direct headlines are straight forward & informative. If the features of the product are strong & are to arouse interest, stimulate sales response, direct headline is better. Rs. 10% off on Vishal products ….Hurry……stock is limited. 2 . Indirect headline: If the appeal of the product is not very strong, indirect headline should be used. ‘Scratch & get the gift.’ 3 . Combination headline: Combination headline seeks to combine the virtues of direct & indirect headline. ‘Rs. 10 % off + scratch & get the prize ’…

37. 4. News headline: This type of headline has some news for the consumers. ‘Cigarette smoking is injurious to health’… ‘ How to’ headline: It can be either direct or indirect. In this type of headline the words ‘how to’ can be implied as words spelled out. Question headline: When a writer frames a headline as a question, he expects to make his audience seek the answer in the text. A question headline will be more provocative if it carries some interesting information or a stimulating idea. ‘What is your best choice?’ Command headline: A command headline politely ‘orders’ the reader to do something. ‘Click here -- & send this card’ (internet advertisement).

38. DIFFERENCES BETWEEN SLOGAN & HEADLINE Headline Slogan Head line should always be changed according to seasons, festival. E.g. the headline of an umbrella in the summer cannot be used in the rainy season. But the slogan - ‘the taste of India’ is a reorganization for the product or the company. A headline may be a long or full sentence. Generally slogan is briefer than headline. Headlines are not very much memorable. We generally remember it but not headline. Headline can communicate a relevant idea quickly and effectively. Slogan attract and slowly influence the people.

39. SUB HEADLINE: This increases the authenticity and gravity of the message that headline contains. Subhead lines bridges between the headline and ad body matter. BODY MATTER: Except slogan, headline, sub headline, picture, USP and address, all the written text is considered as body matter. It tells the whole story about the product or service, which an advertiser wants to convey to the ultimate buyers. It comprises the features, benefits and utility of the product as much as possible in detail way.

40. IDENTIFICATION MARK: The identification mark is generally known as logo. Some time different sign is used as the logo of the product, sometimes the writing style either of the product or the company name is considered as logo . CLOSING IDEA: This contains the seal, signature or logo of the company or the product itself, which helps to recognize the advertiser. Closing idea insists the consumers to buy the product by providing information on main content, changes in the product, attitudes etc.

41. PICTURE: In advertisement, picture is very influential element. As we know one picture can be considered with thousands of words. Instead of picture sometimes we may get illustrations combining with drawings, charts etc aiming to gain quick concentration and understanding of the product idea .   COMPANY NAME/ PRODUCT NAME: Advertisement usually carries the name of the advertised product or company name or both simultaneously. ADDRESS: The advertisement may carry the dealer address or the home web site or the communication address of the company .

42. USP: A  unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. AUSP could be thought of as “what you have that competitors don't .” It depicts the exclusive and exceptional qualities of the product that make the product different identity in the contemporary market. E.g . Head & Shoulders: "You get rid of dandruff“ Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."

43. MARKETING COMMUNICATIONS Marketing communication means sending and receiving messages using various media from a market with the aim of promotion. Promotion is very significant part of "marketing mix". Marketing mix refers "four Ps" which means price, place, promotion, and product. Actually marketing mix is a company strategy to reach and cover the target market.

44. CHARACTERISTICS OF MC Through marketing communication the notion of ‘Look and Feel and then Buy’ is used to try to establish. Various business oriented fashion can be accredited to marketing communications. Conversion the consumer service to consumer relationship. Transformation from human resources to solutions. Change traditional and usual use of media to blogs, email, and other online communication. Transition from traditional way of advertising to pitch.

45. INTEGRATED MARKETING COMMUNICATIONS (IMC) Integrated Marketing Communication (IMC) was first defined by the American Association of Advertising Agencies (4A's) in 1989 as  "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other .” A more contemporary explanation states, "True IMC is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand.”  

46. 4 C’S OF IMC Consumer : For whom the product, product message and promotional programme are made for . Cost : It is budget, because all activities and level of activities depend upon the budget as well as the loss and profit ratio from the marketing procedure . Convenience: It means the comfort ability from the both sides- the advertisers and the consumers. The product should be available in the market when it has the demand. It should give both sides satisfaction. Communication : It is considered as very significant part of strategy. It is the mean to reach the ultimate person of a target market.

47. KEY COMPONENTS Sales : Sell sheets, brochures, presentations Consumer service: H elp , returns & repairs, billing Public Relations: Interaction, interviews, conference, testimonials, publicity strategies, community participation, news release, special events Promotions : Contests, coupons, free sample distribution of product, awards, discount, rebates, and special event organization Trade shows: Booths, product exhibition Corporate Social R esponsibility : Donations, volunteering, charitable actions, doing something for society development.

48. BARRIERS OF IMC Lack of transparent information dissemination process among the associated members and the society. Lack of following required procedure Lack of required manpower Most of the time scarcity of required fund, budget allocation at required level Lack of investment mindset. Lack of theoretical and practical knowledge of required field Lack of skill Lack of Public Relations practice.  

49. 4 P'S VS. 4 C'S

50. PROMOTIONS OPPORTUNITY ANALYSIS The promotions opportunity analysis is a major task in a successful Integrated Marketing Communications .  “A promotions opportunity analysis is the process marketers use to identify target audiences for a company’s goods and services and the communication strategies needed to reach these audiences.”

51. FIVE STEPS IN PROMOTIONS OPPORTUNITY ANALYSIS   Market analysis: With the help of information based on contestant, scope, intended market, consumer, brand positioning  Set up of objectives: With the help of information based on brand awareness, demand, consumer attitude, strengthen buying action, repetition in buying action, company image building, market share, sales etc.  

52. Fixing the budget : With the help of information based on the aim of the promotion, concern radical change, put back consequence, wear-out effects, random events   Preparation of promotional strategies : With the help of information based on general communication, marketing objectives efforts, activities, overall message, communications budgets, new competitive pressure, new promotional scope.   Policy: Advertisements based on key theme, personal selling , sales promotions, special product packaging and labeling and price changing according to the requirement.

53. SELECTION OF MEDIA Circulation : Every medium has a common circulation and an effective circulation. Circulation is made up of entire number of people who read or pledge to the medium. The effective circulation is the number of potential consumers who read it and the number of those who persuade sales. Sometimes, two or more periodicals are circulated among the same people. Therefore, just adding together the whole circulation of these journals does not give a true picture of the number of persons arrived at. From 10 to 15 percent of those people may be reading both or all of the periodicals.

54. The category of medium: The medium should be selected taking into account the class of people to be influenced. The classification of people may be made in any way but the classification of media will depend upon the nature of product and its market. People may be divided into different groups by their social standing, by the kind of work they do, by their income, educational standards religion family background etc. Geographical Location: Further, they may be classified on their geographical locations .The thing is to determine which of the classification gives the most workable classification and use such classification in defining the market and the people to be reached by the advertising media. Say for instance, if a product is meant for youngsters (urban area), the TV and the internet will be the most appropriate media. Selection of media.

55. Distribution pattern: Media circulation must match the distribution pattern of the product. Hence, geographic scope of the market will considerably influence the choice of media. Furthermore, those media should be selected which will reach the target consumers in the desired type of market with a minimum of waste circulation. Consumer attitude: It is the reader’s temperament at the time he reads, views or listens that the advertisement helps to determine. A person cannot be receptive for advertisement for a medicine when he is quite healthy or an advertisement for books for the next higher class when he is enjoying holidays.

56. Budget: The expenditure of the media should be measured in terms of fund available for advertising and of course the circulation status of that particular medium. The quantity of funds offered for advertising purpose will choose the media. A company appropriating large funds for advertising may prefer TV or radio and others . Message formation: The chosen media should be well matched with the advertising message. The advertiser should prefer the media, which are most suitable for the ad message and for the people for whom it is intended. They should carry the message to the right persons and in the right viewpoint. If a product calls for a long message, newspaper or journal may be chosen.

57. Market analysis: Competition in the field is another reflection in selecting the media of advertising. Generally, the media used by competitors are preferred so as to make an remarkable plea for the manufactured goods. He may also utilize other media not used by contestant to get the success. Size of company: The size as well as the nature of business unit also play a significant role in making the options for the media. Different media will go well with the vessel, food, drugs and chemical stores, grocery units etc. A big unit having chains may use of TV, Radio, newspapers and magazines having national network whereas a small unit of fabric mill will prefer newspapers and cinema slides only.

58. ADVERTISING AGENCY Concept: An advertising agency (also called ad agency or advert agency) is a service based business keen to creating, planning, and handling advertising with the aim of promotion of a product for its clients . Basically this type of organization is independent from the client. It provides support from outside to enhance the selling status. The activities of an agency also include overall marketing and branding and sales promotions strategies. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies.

59. Agencies may be hired to produce television commercials, radio commercials, online advertising, mobile advertising, advertising campaign and PR promotion. An ad agency is a team of experts which serves clients of different sectors. As a service provider, an Advertising Agency takes up the important tasks of representing its clients to their target audience in an innovative and effective manner. An agency creates advertisements and disseminates the prime message through the advertisements within the budget of the clients and always tries to  fulfill  the requirements and short/long term objectives of the clients. An agency uses different media, including print, television, radio, internet etc. for spreading the message of the clients .

60. There are plenty of business houses, industries, firms or corporations who are looking to outsource their advertising needs to an Ad agency. A modern advertising agency offers specialized knowledge, skills and experience which are required to produce an effective advertising campaign. The specialists of an advertising agency work together to understand the requirements of an advertisement campaign and develop suitable advertising plans and strategies. An agency represents the core of the advertising profession and by creating advertisements and delivering them through appropriate media, the agencies implement advertising plans and strategies.

61. TYPES OF ADVERTISING AGENCY A. Full service agency : A full service agency provides all required services to the clients regarding advertisements. It plans, creates, produces and places advertisement.  In addition, it also offers other marketing services like sales promotions , organizing trade shows, publishing newsletters and annual reports etc. Full service advertising agency studies the product or service and streamlines its marketable characteristic and how it relates to the competition . At the same time the agency studies the potential market, possible distribution plans and advertising media.

62. After that the agency makes a formal presentation to the client detailing its findings from the market research about the product. It recommends the advertising strategy to the client. If the client agrees, the agency then launches the execution phase. This phase includes writing and producing the advertisements, buying time and space in various media, delivering the advertisements to the appropriate media, and verifying that all advertisements actually appeared during the specified time or in the specific space. Finally, the agency makes sure that the clients are getting the best possible benefit from the advertisements.

63. ORGANIZATIONAL SET UP

64. Media buying service : Media buying service advertising agency is an organization that specializes in buying the time slots from radio and television channels and space from print media and reselling it directly to the advertisers or to the full service advertising agencies. The prime functions of this type of agency are selling of time for electronic media to the advertiser and it orders the spots on the various stations involved, and monitors regarding the release of the advertisements. This type of advertising agency deals with the media buying and space selling for clients’ advertisements.

65. C. Creative boutique: Creative boutique specializes in the creation of advertisements. In general, boutiques create innovative, imaginative and interesting advertising themes and produce the advertisements for the clients. An organization using the creative boutique may take the help of other advertising agencies for space buying and execution of advertising planning. Creative boutique advertising agency does not deal with the media buying, advertising campaign and other marketing functions. It only involves with the creation of innovative advertisements for the clients .

66. DUTIES AND RESPONSIBILITIES OF AN ADVERTISING MANAGER The An advertising manager is usually required to perform most or all of the following sets of duties although specific requirements may vary depending upon the nature of the organization and the designations of the advertising manager. Prepares the budgets and estimate for components of the advertising campaign. Prepares the annual budget. Manages the planning and prepares the promotional matter, ensuring that it is consistent with the advertiser’s marketing strategy.

67. Meets the clients and officials across the departments to coordinate ad campaigns. Scrutinizes copy, and edit the promotional material, ensuring that it conforms the guidelines. Coordinates activities across the various departments of the agency. Develops contacts for promotional campaigns. Collects information to build advertising campaigns.

68. OUT DOOR ADVERTISING Concept- Out Door Advertising or Out of home advertising (or OOH advertising) is advertising that reaches the consumer while they are outside the home. Out of home advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative .

69. The following are some important types of outdoor advertising :- Posters also include placards display in the public places like walls, building tops or street corners, railway stations, laptop, market place. It may be on a cardboard or any metal sheet supportably a wooden or metal frame. The advertisers can change the posters according to the time and seasons. There are different kinds of poster starting from small double crown bills to the large ones on hoardings or bulletin boards.

70. Different sized posters with full colour and realistic scenes and pictures of products may look different. The ad copy should have a slogan with the large printed letters. Posters can create an awareness regarding the product message through boldness and colour combination. Hoarding includes the bill board, which is made of metal board in large size, with fixed frame and is placed along the streets where opportunity to see and read will be more. But it costs high and sometimes people get bored to see the same picture at the same place.

71. Wall paintings may be bigger than hoarding. The shape and size give all points of immensity treatment. For election campaign it is largely used. Banners are small in size and made of cloth or rexin or plastic. They may be painted. But streamers are big in size. These kinds of advertisement are costlier and do not last very long because they can be easily spoilt by rain or wind. Balloons filled with hydrogen gas are made to stay at a certain level in the air. Viewers get the opportunity to see the Brand Name on the balloon. But this is a very costly medium.

72. FILM ADVERTISING Trailers or previews are advertisements for films that exhibit at the starting of a cinema in a cinema hall.  As the term “trailer” implies the meaning that something at end of a show. But the something new at the end – this practice could not sustain due to lack of audience’s patient after completion of a show. Interestingly the name became very popular and was started to use. Now the trend is trailers are shown before the film show begins. The film advertisement usually combines with a series of selected shots with stories . The main objective of the trailer is to drag the attention of audience to a particular theme/ story. This is why the trailers are represented in the most exciting, funny, or sometimes in very significant and serious manner . A trailer exists less than two and a half minutes or the maximum length allowed by theatres. Each studio or distributor is allowed to exceed this time limit once a year, if they feel it is necessary for a particular film.  

73. CORPORATE ADVERTISING According to WiseGeek :- Corporate advertising is a promotional strategy that is designed to not only interest consumers in products and services offered by the company, but also to cultivate a positive reputation among consumers and others within the business world. The focus of corporate advertising is on the company itself, with the attention to the products produced by the corporation being a by product of the advertising effort. This type of corporate marketing is often employed along with advertising campaigns that are directly focused on the goods and services produced by the company.

74. The main function of corporate advertising is to generate and enhance a sense of confidence and appeal among vendors and consumers. Depending on the exact nature of the corporate marketing approach, the advertising may also be developed with an eye of enhancing the reputation of the company among its peers in a community or within a given sector of the marketplace. In any application, the idea is to build the most agreeable public image for the corporation as possible.

75. FINANCIAL ADVERTISING The advertisement strictly related to the finance of an organization is called financial advertisement. It includes share issues, annual reports etc. It always tries to promote the financial picture of the company. The advertising of financial businesses and services such as banks, investment companies, loans, and mortgages. Share issues Annual report Others There are also those rather dull advertisements, known as ‘tombstones’, which appear in the business press, headed ‘This advertisement appears as a matter of record only’. These lists the holdings held by various financial partners in an enterprise. These are a necessary public announcement so that there is no secrecy about the participations or there may be a brief token announcement about a new share issue.

76. SOCIAL MARKETING Concept:- The social marketing is a marketing concept that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests . The social marketing concept holds that the organization’s task is to determine the needs, wants, and interests of a target market and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.

77. Therefore, marketers must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. It is closely linked with the principles of corporate social responsibility and of sustainable development. The main difference between social marketing and commercial marketing is- Social benefit. In social marketing the tools, techniques and principles of commercial marketing are used aiming to common public upliftment . Here the advertising campaigns are designed, implemented, and controlled in the image of commercial marketing.

78. Definition:- According to Philip Kotler - Social Marketing is "the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group “ According to W. Smith  - "Social Marketing is a process for influencing human behaviour on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit."

79. THE KEY FEATURES OF SOCIAL MARKETING Societal benefit rather than commercial profit . Bringing a positive social change. Instigating behavioral change rather than increased sales. Attempting to influence attitude and behavior related to social cause. For example, social advertising campaigns on energy conservation, pollution control, tobacco prevention, family planning, breast cancer screening, health and hygiene, national security and many more.

80. SPACE SELLING Space selling, basically refers to the selling of space through different media houses i.e. print media, electronic media, radio, internet and so on. For  example:- when an ad comes is a newspaper its required certain space in it, in this marketer or advertiser sells the space of the newspaper or magazine to their respective clients, however on behalf of that clients pay a amount which is decided by the media house according to the size of space taken. Similarly in electronic media also space selling is done but in the different form here SPACE refers to a certain time limit in which advertisement is telecast, accordingly in RADIO also slots are sold.

81. MEDIA BUYING Media buying is the function of an advertising agency in buying ‘space’ or ‘time’ in a media to place an advertisement of a product or a service. Media buying is a strategic planning, negotiation and buying of Print Media, Television, Radio etc. It is a specialized skill, which requires knowledge on the target audience, consumer behaviour , the media, and the criteria used to measure the value of time and space. For placing an advertisement in mass media, the advertiser has to buy space or time according to the nature of media.

82. John Philip Jones in the book edited by him, ‘The Advertising Business’, states that a media buyer may be defined as the individual in an advertising agency who is responsible for reviewing, recommending, negotiating and buying the media time and space that will support the brand positioning. He is responsible for the purchase of time and space for the delivery of advertising messages in the media. A media buyer may be an employee of an advertising agency who specializes in such purchases, but, technically, a media buyer is any advertiser, advertising manager, or individual who buys the commercial time or the advertising space.

83. GENERAL CODE OF CONDUCT IN ADVERTISING Advertising  should be designed maintaining the laws of the country and not offending the morality, decency and religious susceptibilities of the country people. No advertisement shall be permitted derides any race, caste,  colour , creed and nationality. It should not carry any message against any of the directive principles, or any other provision of the Constitution of India.

84. The advertisement is not permitted to publish / broadcast, if it- tends to incite people to crime, causes disorder or violence, breaches the law, glorifies the violence or obscenity, presents criminality , adversely affects friendly relations with foreign states, exploits the national emblem, or any part of the constitution, use of the person or personality of a national leader or state dignitary, promotes cigarettes and tobacco products, liquor, wines and other intoxicants.

85. no advertisement message shall in any way be presented as News. no advertisement shall be permitted whose objects where of are wholly or mainly of religious or political  in nature ;  advertisement  must not be directed towards any religious or political end or it must not have relation to any industrial dispute. advertisements for money lenders, chit funds, saving schemes and lotteries other than those conducted by central and state government organizations, nationalized or recognized banks and public sector undertakings’, foreign goods and foreign banks, betting tips and guide books etc. relating to horse-racing or the other games of chance will not be accepted. the items advertised shall not suffer from any defect or deficiency as mentioned in Consumer Protection Act 1986. From an article titled ‘ADVERTISING ETHICS & LAWS’ written by Vaishali Kathuria Billa

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