Advertising Module 1 Notes PDF

[Part 1: Advertising ] ---------------------------------- ### [Evolution around world: -] - In king Ashoka's reign the stone and pillars are used for making public announcement. - Ancient romans painted notices of theatrical performances, games, entertainment, and public events on wal...

[Part 1: Advertising ] ---------------------------------- ### [Evolution around world: -] - In king Ashoka's reign the stone and pillars are used for making public announcement. - Ancient romans painted notices of theatrical performances, games, entertainment, and public events on walls of bus streets. - Lost and found advertising on papyrus is common in ancient Greece and Rome. - Print, radio, television, and internet changed the world afterwards. The new business of advertising agency came into picture. - The first advertising agency -- Volney palmar, in Philadelphia in 1841. - After 1920 radios started promoting advertising using jingles then TV was used to express ad in audio visual format. Cable television gave greater variety of channels to advertisers to narrowcast. - In late 1990's internet, social media and digital transformation took advertising to new heights. ### [Evolution in India: - ] - In India the advertising industry growth was parallel to growth of print media. The first newspaper was Bengal gazette by James Augustus Hicky on January 29, 1780. - Significant change occurs years later when B. Dattaram & Co. started first agency in 1905 in Girgaon, Mumbai. - In 1931, full-fledged Indian ad agency, the national advertising service was established. - In 1951, the Indian society of advertisers were formed. ### [Importance of advertising: -] 1. Introduction to new products 2. Increased demand 3. Economies of scale 4. Good public image 5. Earn competitive edge 6. Better standard of living 7. Educates people 8. Research and development ### [Features of advertising: - ] 1. Communication 2. Non personal form of information 3. Identifies sponsor 4. Variety of consumers 5. Increases sales and profitability. ### [Scope of advertising: -] 1. Advertising research 2. Consumer research 3. Advertising budget 4. Planning and advertising campaign 5. Making of creative ads 6. Media planning 7. Media selection 8. Media scheduling 9. Commercial and non-commercial advertising ### [Advantages of advertising: -] 1. Introducing the new product 2. Expansion of markets 3. Increased sales 4. Fights competition 5. Enhances goodwill 6. Educates customer 7. Elimination of middleman 8. Better quality products 9. Supports the salesmanship 10. More employment opportunities 11. Higher standard of living ### [5 M's of advertising] [Part 2 Types of advertising] ========================================= 1. Consumer advertising 2. Industrial advertising 3. Institutional advertising 4. National advertising 5. International advertising 6. Classified advertising (Newspaper blocks) 7. Generic advertising (for creating demand in general) [Part 3: Theories of advertising ] ============================================== ### [Stimulus Response Theory] - It's about creating association with product in the mind of the prospect to customer for a desired response. - It concludes any piece of persuasive communication must carry the audience through series of stages, each stage being dependent on success in previous stage. - an approach to selling which relies on the salesperson\'s ability to say the right thing (stimulus) to obtain a favourable reaction from the buyer (response). - When marketer understand how different stimuli might influence the responses of your target demographics, he can create marketing strategies that are more effective and resonate deeper with consumers. - This theory supports you in refining your understanding of what drives consumer decision-making, enhancing your ability to create successful marketing campaigns. ### [AIDA MODEL] - It is coined by American advertising and sales pioneer Elias St. Elmo Lewis in late 1800\'s - The acronym AIDA stands for attention, interest, desire, and action. - The Process of AIDA ### [Means-End Theory:] - A means-end chain suggests that an advertisement should contain a message, or means, that leads the consumer to a desired end state. These end states are personal value. - Here Consumer to believe that using the product will help achieve one of the personal values. Means-End theory forms the basis of Means-End Conceptualization of Components for Advertising Strategy (MECCAS) model. - The attributes of the product are linked to the specific benefits consumers can derive. These benefits, in turn lead to the attainment of a personal values. 4. ### [Verbal and Visual imaging] - Verbal: - it gives emphasis on words in some advertisement to evoke the response. - Visual: - visual imagery is stored both as pictures and words. It increases the recall value. Visual imagery is considered as universal language for the 5. ### [Theory of Cognitive Dissonance ] - Humans have an innate drive for consistency. When consistency is broken, discomfort arises. The theory of cognitive dissonance states that when someone experiences inconsistency between their own cognitions (attitudes, beliefs, or behaviours), they relieve their discomfort (or dissonance) and regain balance by changing one of their cognitions - This can lead to irrational thoughts and behaviour Advertising companies are aware of this natural phenomenon and use it to their advantage as a persuasive method - They have learned how to create cognitive dissonance in their consumer audience to influence them to purchase their product. 6. ### [Theory of Hierarchy of needs] - The hierarchy effects model was created in 1961 by Robrt J Lavidge and Gary A Stainer. - It has 6 steps which are divided into 3 stages namely cognitive, affective and conative stage. - The 6 steps ae as follows [Part 4: Ethics and Laws in Advertising ] ===================================================== - ### Code of Ethics - The picture and the audible matter of the advertisement should not be excessively load. - Indecent, vulgar, suggestive, repulsive, or offensive themes or treatments shall be avoided. - No advertisement which leads, refer to customer about products special or miraculous or supernatural properties - Advertisements should not direct towards any political or religious end. - Advertisement should conform with law of country. It should not affect morality, decency, and religious susceptibility of viewers. - ### Regulatory Bodies in India [ASCI -- Advertising Standard Council of India] - Self-regulatory voluntary organisation - Has a purported view to achieve acceptance of fair advertisements practises. - Lays down code for different industries time to time. Complaints against deviant advertisements can be made by person who finds them false, misleading, etc. the [Consumer Complaint Council] considers and decides on it. [Information and broadcasting ministry] plays a crucial role in regulating advertising on television and other media along with [Indian Broadcasting Federation. ] - ### Corporate Social Responsibility - CSR is described as alignment of business operations with social values. - Companies do CSR to advertise its own behaviour, differentiate its products, increase market share, boost profits along with social objectives. - In India it is compulsory for companies with a net profit of Rs. 5 crores, the minimum net worth of Rs. 500 crores and Rs. 1000 crore turnover must - [Public Service Advertising] - Done for public welfare to let public know & inform about the social matters. - It is to change behavioural aspect of community rather than to make sales. - [Corporate Advertising] - It is done to win audience over a point of view. It is also called as institutional advertising. - It is an exercise of self-praise to create favourable image of its sponsor. - [Advocacy advertising ] - Advocacy advertising is a form of marketing used primarily by non- profit organizations and private groups with the goal of swaying public opinion to support a particular cause or message. - It differs from commercial advertising because it does not promote a product or service. - It frequently focuses on economic, social, environmental, or political issues. - Companies sometimes use advocacy advertising if public perception or government policies negatively impact their ability to operate their business. - ### Unethical practises 1. [Puffery] -- exaggeration and tall claims 2. [Shock advertising] -- marketers use nudity, sexual suggestiveness, etc to get customer's attention in their advertisement. 3. [Subliminal advertising] -- below the conscious awareness, convey meanings that aren't apparent. 4. [Weasel claim] -- use of weasel words to make audience think product is better than it really is. It creates vague claim. 5. [ Surrogate advertisements] -- used to convey message which is related to another products or brand. Used in case pf advertising of banned products. 6. [Comparative advertising]- mentioning competitors name for expressing inferiority. Seeks to differentiate product. [Part 5: Impact of Advertising ] ============================================ ### [Socio-Cultural impact: ] - Advertising is not merely an act of persuasion but also a reflection of society. - Advertisers use social issues and concerns not to bring change but because they know that society has desire to bring change. - Advertisers has power to affect the values, lifestyle and taste in society in both positive and negative way. - Children are soft targets as they lack knowledge and experience and rational thinking and becomes an easy prey to deceptive ads. - Advertising plays an important role in promoting social causes and messages. For example, public service announcements about the dangers of smoking or the importance of voting can help to raise awareness and encourage positive behaviour change. ### [Economic impact:] - Indian economy progressed from seller's-oriented market to buyer's- oriented market. Due to this there is stiff competition and hence role of advertisement becomes crucial. - Advertising as economic institution affects the economic needs of - Increased advertisement can lead to better sales which lead to economies of scale in production. - It also helps in employment generation of several people of different skillsets and creativity. ### [Impact of advertising on Children (Positive)] - Certain advertisements like for hygiene products can help inculcate [good](https://parenting.firstcry.com/articles/36-good-habits-that-parents-must-teach-their-children/?ref=interlink) [habits in the child](https://parenting.firstcry.com/articles/36-good-habits-that-parents-must-teach-their-children/?ref=interlink). E.g., handwash advertisement of lifebuoy. - Advertisements may also have motivated content encouraging children to choose a profession or chase a specific dream. E.g., bourn Vita - Certain advertisements that carry content relevant to social change can help promote empathy and a sense of duty towards the community in children. ### [Impact of advertising on Children (Negative)] - Flashy advertisements results in the development of an impulse buying habit in children. - False imaging is another issue with advertisements that unrealistically present things or events; children tend to fall for them. - The advertisement's message may be misinterpreted, and children may focus mainly on the negatives rather than the positives. - Advertisements may also develop a materialistic idea of the world in the - The visual portrayal of certain inappropriate acts in the adverts, like lying or cheating, can make a vulnerable child believe that the behaviour is ### Expectations from advertiser: - Consider knowledge, sophistication, and maturity level of target audience - Not exploit the imaginative quality of child - Communicate information truthfully and accurately - Contribute to parent child relationship in constructive way. - The Indian advertising landscape has made significant progress in its portrayal of women in advertising. - Women are often portrayed solely as homemakers and carers of the family, dependent on men, or as objects of male attention. - There are few ads which objectify the women. The anxiety of girl and women experience of feeling unattractive is arguably one of the most pervasive and damaging consequence of advertising. - A women's self esteem might suffer when faced with these images of perfect beautiful women day in and day out. - There is a notable shift with women taking on lead roles in advertisements across diverse categories, including cars, insurance, and fintech. - When advertisements positively portray women, there is an increased likelihood of having a positive impact on long-term Brand Relationship as well as short-term behaviour change.