K.S.

School of Engineering & Management

IMC ALL Solution and Scheme
By Pradeep
DEFINE INTEGRATED MARKETING COMMUNICATION?
Integrated Marketing Communications (IMC) is Combination of various promotional tools
and communications/marketing/advertising services and techniques to maximize profit and
achieve organizational objective/goals.
IMC is defined 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.
DEFINE ADVERTISING AGENCIES? WHAT ARE THE CRITERIA FOR SELECTING THE AGENCIES
& EVALUATION?
An advertising agency or ad agency is a service business ,which is committed for
creating, planning and handling advertising (and sometimes other forms of promotion)
for its clients(company).
An ad agency is independent from the client and provides an outside point of view to
the effort of selling the client's products or services. An agency can also handle overall
marketing and branding strategies and sales promotions for its clients.
Advertising agency is a service organization that specializes in planning & executing
advertising programmes for its clients.
Examples
• Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol.
• JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia and Unilever.
• Mudra Communication-Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar
THE CRITERIA/FACTORS THAT AFFECT FOR SELECTING AD AGENCIES
• Location: local & nearby ad-agency should be referred. As outstation advertisers may be
costly
• Image of agency :must know ethical standards, relation with clients before select
• Rates charged
• Creative skills & new ideas
• Financially sound
• Agency experience
• Size of agencies
• Past record of agency
• Service offered by add agency
• Agency working for competitors
DEFINE ADVERTISING? LIST OUT THE ADVANTAGES & DISADVANTAGES?
Advertising is defined as any paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor.
Advantages
• It establish link b/w customer & advertisers
• It helps in brand image building
• It acts as a guide in choosing the product.
• It saves the time of customer in choosing product
• Provides necessary information about the product
• It helps the manufacturers keep the
• customers well informed
• It informs about new product availability & price
of the product
• It smoothen product adoption process.
Disadvantages
1. Costly
2. Misuse of advertising
3. Less effective
4. Harder to measure impact of ads
5. High risk( hard to stop)
6. Not descriptive or informative
7. Public may not be bothered
8. Clutter (confusion/disorder)
EXPLAIN THE REASON FOR GROWING IMPORTANCE OF IMC
• Multiple forms of communication
• Specialized media For communication
• Widespread Internet availability
• Data-based marketing
• Retailer dominance ( shift of power from manufacture to retailer)
• Rapid growth of internet
• Consumers less responsive to traditional marketing
• Motivating agencies by use of communicational tools
• Changing rules of marketing
✓ It reflects an adaptation by marketers to a changing environment, particularly with respect
consumers,
technology, and media.
✓ Even as new technologies and formats create new ways for marketers to reach consumers.
✓ Marketers are facing the problem of consumers’ being less responsive to tradition
advertising.
✓ Ongoing revolution that is changing the rules of marketing and the role of the tradition
advertising
agency.
✓ A shift in marketplace power from manufacturers to retailers.
✓ The rapid growth and development of database marketing
✓ The rapid growth of the Internet, which is changing the very nature of how companies do
business and the ways they communicate and interact with consumers.
✓ Demands for accountability are motivating many agencies to consider a variety
communication tools and less expensive alternatives to mass-media advertising.
✓ Companies are recognizing that they must change the ways they market and promote their
 products and
services

DEFINE PROMOTIONAL MIX? DIFFERENTIATE BETWEEN ADVERTISING & PUBLICITY?

The basic communication tools used to achieve/accomplish an organization’s communication
objectives are often referred to as the promotional mix.
Promotional tools
1. Advertisement
2. Personal selling
3. Advertisement
4. Direct marketing
5. Public relation
6. Publicity

DIFFERENCE B/W
Advertisement Publicity
• Great control over ads • No control
• Low credibility(information) • High credibility
• High cost for ads in media
• High flexibility • Low cost
• Time is specifiable • Low flexibility
• Measurable the impact • Time is tentative for information
• Not measurable

EXPLAIN BRIEFLY THE CONCEPT OF AIDA MODEL?

AIDA is an acronym used in marketing and advertising that describes a common list of events
that may occur when a consumer engages with an advertisement.
• A – Attention (awareness): attract the attention of the customer.
The attention portion of the marketing message occurs at the beginning and is designed to
give the prospects a reason to take notice or get aware. Presenting a shocking fact or
statistic that identifies a problem which can be solved by the product or service is one
common method of gaining attention. Other methods can include asking a thought-
provoking question or using the element of surprise. The purpose is to give the prospects a
reason for wanting to learn more.
• I – interest of the customer.
The "I" is interest and points to the ability to raise the interest of consumers by focusing on
and demonstrating advantages and benefits (instead of focusing on features, as in traditional
advertising).

• D – Desire: convince customers that they want and desire the product or service and that it
will satisfy their needs. Explain the features of the product or service and the related
benefits and demonstrate how the benefits fulfill the need.
• A – Action: lead customers towards taking action and/or purchasing. Now that you've
created the desire to make a purchase, the final step is to persuade the prospects to take
immediate action. In a one-on-one sales process, this is the time to ask for the sale. In the
advertising world, techniques involve creating sense of urgency by extending an offer for a
limited time or including a bonus of special gift to those who act within a specific time
frame.
Using a system like this gives one a general understanding of how to target a market
effectively. Moving from step to step, one loses some percent of prospects. AIDA is a
historical model, rather than representing current thinking in the methods of advertising
effectiveness

WHAT ARE THE OBJECTIVES & FUNCTIONS OF ADVERTISEMENT

EXPLAIN VARIOUS PROMOTIONAL TOOLS USED IN IMC?
1.Advertising
2.Publicity
3.Public Relation
4.Sales Promotion
5.Personal Selling
6.Packaging
7.Internet
8.Trade Fair & Exhibition
9.Sponsorship
1. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
2.Personal selling, a form of person-to-person communication in which a seller attempts to
assist and/or persuade prospective buyers to purchase the company’s product or service or
to act on an idea.
3.Sales promotion: Short-term incentives(offers) to encourage the purchase or sale of a
product or service.
4. Public relations: Building good relations with the company’s publics by obtaining
favourable publicity, building up a good “corporate image,” and handling or heading off
unfavorable rumours, stories, and events.
5. Direct marketing: Direct communications with carefully targeted individual consumers to
obtain an immediate response—the use of mail, telephone, fax, e-mail, and other non-
personal tools to communicate directly with specific consumers or to solicit a direct
response.
6. Publicity refers to non-personal communications regarding an organization, product,
service, or idea not directly paid for or run under identified sponsorship.
Ex: Techniques used to gain publicity include news releases, press conferences, feature
articles, photographs, films, and videotapes

EXPLAIN BRIEFLY VARIOUS TYPES OF ADVERTISING

Types of advertising
1. National advertising
2. Global advertising
3. Print advertising
4. Broadcasting advertising
5. Outdoor advertising
6. Transit advertising
7. Surrogate advertising
8. Retail advertising
National Advertising
National Advertising done by large companies on a nationwide basis or in most regions of the
country. Most of the ads for well-known companies and brands that are seen on prime-time
TV or in other major national or regional media are examples of national advertising. The
goals of national advertisers are to inform or remind consumers of the company or brand
and its features, benefits, advantages, or uses and to create or reinforce its image so that
consumers will be predisposed to purchase it.
Retail/Local Advertising
Advertising done by retailers or local merchants to encourage consumers to shop at a
specific store, use a local service, or patronize a particular establishment. Retail or local
advertising tends to emphasize specific patronage motives such as price, hours of operation,
service, atmosphere, image, or merchandise assortment. Retailers are concerned with
building store traffic, so their promotions often take the form of direct-action advertising
designed to produce immediate store traffic and sales.
Print Advertising– if advertising products via newspapers or magazines and other printed
medias for promoting the product is a common practice. The print media have always been a
popular advertising medium. Ex: Newspapers, Magazines, Brochures, Flyers.
Broadcast advertising is a very popular advertising medium . It includes of several sources or
medias like television, radio or the Internet for promoting the product to encourage the
customers to purchase.. Ex:– Television, Radio and the Internet
Outdoor advertising: These are the forms of advertising in which the marketer uses out of
the home media like wall paintings, hoardings, bulletins, kiosks and mobile vans for
communicating with audience.
Social advertising: These advertisements are brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor and other critical issues in a society.
Trade Advertising
Advertising(advertisement)targeted to marketing channel members such as wholesalers,
distributors, and retailers. The goal is to encourage channel members to stock, promote, and
resell the manufacturer’s branded products to their customers.
Professional Advertising
Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or
professors to encourage them to use a company’s product in their business operations. It
might also be used to encourage professionals to recommend or specify the use of a
company’s product by end-users.
Covert advertising
Covert advertising is a unique kind of advertising in which a product or a particular brand is
incorporated(included) in some entertainment and media channels like movies, television
shows or even sports.
Some of the famous examples for this sort of advertising have to be the appearance of brand
Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of
Cadillac cars in the movie Matrix Reloaded.
Surrogate advertising
Surrogate advertising is prominently seen in cases where advertising a particular product is
banned by law.
EX: (IPL) cricket team, “Royal Challengers”, which was such an obvious and blatant form of
surrogate advertising for liquor brand “Royal Challenge”.
EX:Advertisement for products like cigarettes or alcohol which are injurious to heath are
prohibited by law in several countries and hence these companies have to come up with
several other products that might have the same brand name and indirectly remind people of
the cigarettes or beer bottles of the same brand
Public Service Advertisement
• The same advertisement techniques use to promote commercial goods and services
can be used to inform, educate and motivate the public about non-commercial issues
such as
• HIV/AIDS, Political ideology and Energy conservation deforestation, illiteracy, poverty
and so on..
• Advertising for Social Causes

EXPLAIN VARIOUS TYPES OF ADVERTISING APPEAL IN VARIOUS STAGES OF PLC.

Advertising appeals aim to influence the way consumers view themselves and how buying
certain products can prove to be beneficial for them. The message conveyed through
advertising appeals influences the purchasing decisions of consumers.
Advertising appeals are designed in a way so as to create a positive image of the individuals
who use certain products. Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of people
Types of ads appeals
1. Emotional appeal
2. Scarcity appeals
 3. Rational appeal
4. Sexual appeals
5. Masculine feminine appeals
6. Musical appeal
7. Brand appeal
1. Scarcity appeals
Scarcity appeals are based on limited supplies or limited time period for purchase of products
and are often used while employing promotional tools including sweepstakes, contests etc
2. Emotional Appeal
Emotional appeals :These types of appeals are Related to an individual’s psychological and
social needs for purchasing certain products and services.
Personal-Appeal
This type of appeals are some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self
esteem, pleasure, comfort, ambition, nostalgia etc.
• Social-Appeal
Social factors cause people to make purchases and include such aspects as recognition,
respect, involvement, affiliation, rejection, acceptance, status and approval.
•
• Fear Appeal: Advertising experts indicate that using moderate levels of fear in advertising
can prove to be effective.
Fear is also an important factor that can have incredible influence on individuals. Fear is
often used to good effect in advertising and marketing campaigns of beauty and health
products including insurance.
•
• Humour Appeal: Humour ads can be an excellent tool to catch the viewer’s attention and
help in achieving instant recall which can work well for the sale of the product. Humor can
be used effectively when it is related to some benefit that the customer can derive without
 which the joke might overpower the message.
•
3. Brand Appeal
This ad appeals are directed towards people who are brand conscious and wish to choose
particular products to make a brand statement.

4.Masculine feminine appeals

This adds appeals are Used in cosmetic or beauty products and also clothing. This type of
appeal aims at creating the impression of the perfect person. The message is that the
product will infuse the perfection or the stated qualities in you.
5.Rational Appeal
This ad appeal aims to focus on the individual’s functional, utilitarian or practical needs for
particular products and services.
Rational appeals- relate to audience’s self-interest. They show that the product will produce
the desired benefits. Eg: Messages showing the product’s quality, economy, value, or
performance. Thus, in its ads, Mercedes offers automobiles that are “engineered like no
other car in the world,” stressing engineering design, performance, and safety.Emphasize
the characteristics and features of the product and the service and how it would be
beneficial to own or use the particular brand.

6.Sex appeal
These advertisements appeals display the attraction between the sexes. The appeal is used
to signify that buying certain products will have a positive impact on the opposite sex and
improve your romantic or love life. Fragrances, automobiles and other products use these
types of advertising appeals.
EXPLAIN BRIEFLY MARKETING AND PROMOTION PROCESS MODEL/IMC PLANNING MODEL.
✓ 1.Review of the Marketing Plan
✓ 2.Promotional Program Situation Analysis
✓ 3. Analysis of the Communications Process
✓ 4. Budget Determination
✓ 5.Integrate and Implement Marketing Communications Strategies
✓ 6.Monitoring, Evaluation, and Control
1.Review of the Marketing Plan
The first step in the IMC planning process is to review the marketing plan and objectives.
Before developing a promotional plan, marketers must understand where the company (or
the brand) has been, its current position in the market, where it intends to go, and how it
plans to get there.
Most of this information should be contained in the marketing plan, a written document that
describes the overall marketing strategy and programs developed for an organization, a
particular product line, or a brand.
Marketing plans can take several forms but generally include five basic elements:
1. A detailed situation analysis that consists of an internal marketing audit and review and an
external analysis of the market competition and environmental factors.
2. Specific marketing objectives that provide direction, a time frame for marketing activities,
and a mechanism for measuring performance.
3. A marketing strategy and program that include selection of target market(s) and decisions
and plans for the four elements of the marketing mix.
4. A program for implementing the marketing strategy, including determining specific tasks
to be performed and responsibilities.
5. A process for monitoring and evaluating performance and providing feedback so that
proper control can be maintained and any necessary changes can be made in the overall
marketing strategy or tactics.

2.Promotional Program Situation Analysis: After the overall marketing plan is reviewed, the
next step in developing a promotional plan is to conduct the situation analysis. In the IMC
program, the situation analysis focuses on the factors that influence or are relevant to the
development of a promotional strategy. Like the overall marketing situation analysis, the
promotional program situation analysis includes both an internal and an external analysis.
Internal Analysis : The internal analysis assesses relevant areas involving the product/service
offering and the firm itself. The capabilities of the firm and its ability to develop and
implement a successful promotional program, the organization of the promotional
department, and the successes and failures of past programs should be reviewed. The
analysis should study the relative advantages and disadvantages of
1. Promotional department organization
2. Firm’s ability to implement promotional program
3. Agency evaluation and selection
4. Review of previous program results
External Analysis
1. The external analysis focuses on factors such as characteristics of the firm’s customers,
market segments, positioning strategies, and competitors.
2. An important part of the external analysis is a detailed consideration of customers’
characteristics and buying patterns, their decision processes, and factors influencing their
purchase decisions. Attention must also be given to consumers’ perceptions and
attitudes, lifestyles, and criteria for making purchase decisions.
3. On what their Positioning of product related with the utility or price or quality.

3. Analysis of the Communications Process

This stage of the promotional planning process examines
1. How the company can effectively communicate with consumers in its target markets.
2. Must know the Communication objectives which may include creating awareness or
knowledge about a product and its attributes or benefits; creating an image; or developing
favorable attitudes, preferences, or purchase intentions.
3. Communication objectives should be the guiding force for development of the overall
marketing communications strategy and of objectives for each promotional-mix area.
4. The promotional planner must think about the process consumers will go through in
responding to marketing communications.
5. The response process for products or services for which consumer decision making is
characterized by a high level of interest is often different from that for low-involvement or
routine purchase decisions. These differences will influence the promotional strategy.
6. Communication decisions regarding the use of various source, message, and channel
factors must also be considered.
7. The promotional planner should recognize the different effects various types of
advertising messages might have on consumers and whether they are appropriate for the
product or brand.
8. Issues such as whether a celebrity spokesperson should be used and at what cost may also
be studied. Preliminary discussion of media-mix options (print, TV, radio, newspaper, direct
 marketing) and their cost implications might also occur at this stage.

4. Budget Determination
After the communication objectives are determined, attention turns to the promotional
budget.
Two basic questions are asked at this point:
1. What will the promotional program cost?
2. How will the money be allocated? Ideally, the amount a firm needs to spend on promotion
should be determined by what must be done to accomplish its communication objectives.
In reality, promotional budgets are often determined using a more simplistic approach,
such as how much money is available or a percentage of a company’s or brand’s sales
revenue. At this stage, the budget is often tentative. It may not be finalized until specific
promotional-mix strategies are developed.

5.Integrate and Implement Marketing Communications Strategies

1. As each promotional-mix element has certain advantages and limitations. At this stage of
the planning process, decisions have to be made regarding the role and importance of
each element and their coordination with one another.
2. As, each promotional-mix element has its own set of objectives and a budget and strategy
for meeting them.
3. Decisions must be made and activities performed to implement the promotional
programs. Procedures must be developed for evaluating performance and making any
necessary changes.
• Integrate promotional-mix strategies
• Create and produce ads
• Purchase media time, space etc
• Design and implement direct-marketing programs
• Design and distribute sales promotion materials
 • Design and implement public relations/publicity programs
• Design and implement interactive/internet marketing programs

6. Monitoring, Evaluation, and Control

1. The final stage of the promotional planning process is monitoring, evaluating, and
controlling the promotional program.
2. It is important to determine how well the promotional program is meeting
communications objectives and helping the firm accomplish its overall marketing goals
and objectives. The promotional planner wants to know not only how well the
promotional program is doing but also why.
3. For example, problems with the advertising program may lie in the nature of the
message or in a media plan that does not reach the target market effectively. The
manager must know the reasons for the results in order to take the right steps to
correct the program.
4. This final stage of the process is designed to provide managers with continual feedback
concerning the effectiveness of the promotional program, which in turn can be used as
input into the planning process.
5. Evaluate promotional program results/effectiveness. Take measures to control and
adjust promotional strategies.

WHAT ARE THE PRIMARY SERVICES OF AD AGENCIES

1. complete a marketing analysis
2. develop an advertising plan
3. prepare a creative strategy
4. create advertising executions
5. develop and implement a media plan
6. handle billing and payments
7. integrate other marketing communications
 8. Advertising agency is a service provider that helps its clients by developing suitable ad
campaigns for them.
9. Their aim is to represent its clients' products and services before customers in such a
way that a positive image is created in their minds.
10. Advertising agency's role starts with the identification of its clients' goals and objectives.
11. This turns out to be of immense value in planning and creating the future course of
action concerning ad campaigns

EXPLAIN VARIOUS TYPES OF ADVERTISING AGENCIES. LIST OUT THE ADVANTAGES OF AD

AGENCIES?
Types of Ad agencies are
✓ In-house agencies
✓ Creative boutiques
✓ Media buying agencies
✓ Full service agencies
✓ Interactive agencies
In- house agencies:
Some companies, in an effort to reduce costs and maintain greater control over agency
activities, have set up their own advertising agencies internally.
Creative boutiques:
Agencies that specialize in the creative process of advertising
• Provide only creative services
• Other functions provided by the internal client departments or outside agency such as
media buying service.Creative boutique is an agency that provides only creative services.
These specialized companies have developed in response to some client’s desires to use
only the creative talent of an outside provider while maintaining the other functions
internally.
Media Buying Services
• Specialize in analyzing and buying media, especially broadcast time Agencies and clients
may develop media strategy. Media buying organizations implement the strategy and buy
time and space
Full –service agency:
Most such agencies are large in size and offer their clients a full range of services in
the area of marketing, communications and promotions. These include planning, creating
and producing the advertisement, media selection and research.

EXPLAIN VARIOUS SERVICES OFFERED BY VARIOUS AGENCIES

1. Account services
2. Marketing services
3. Research services
4. Media buying services
5. Sales promotion services
6. Creative services

WHAT IS THE EFFECTIVENESS OR IMPACT OR ADVANTAGES/BENEFITS OF AD AGENCIES

1. Stimulate an increase in sales
2. Agency delivers the advertisement in appropriate form to media
3. Helps the media in advertising scheduling
4. Eliminates the need of advertising department
5. Services of experts
6. Reduction in media cost
7. Helps to solve advertising problems
8. Remind customers of the existence of a product
9. Inform customers
10. Build a brand image
11. Build customer loyalty and relationship
12. Change customer attitudes
13. Measure demographic profile of purchases
14. They have the ability to buy media in bulk at rates that a single business cannot obtain.
15. They are educated as to the best times and places to run ads to reach your target market,
ultimately minimizing wastage
16. They can help you fine tune your target market so that the message is designed to reach
those you want to reach.
Easily Administered

LIST OUT THE ADVERTISING OBJECTIVES?

Advertisement objectives
Broad Objectives:
1. To enhance organizational effectiveness.
2. To generate greater profits.
3. To improve competitive position.
Specific Objectives:
1. To increase sales.
2. To increase the level of awareness of a given product from current level.
3. To generate responses.
Sub-Objectives:
1. To convey information.
2. To create desire.
3. To improve the image of product.
4. To offset the effects of a price variation.

What is the Role of advertising in marketing mix

1. Advertising and Product :
2. Advertising and Price
3. Advertising and Promotion
4. Advertising and Place
DEFINE ADVERTISING BUDGET
Advertisement Budget: It is a financial document that shows the total amount to be
spent on advertising & lists the way this amount is to be allocated
FACTOR AFFECTING ADVERTISEMENT BUDGET
• Competition
• Age of company
• Size of company
• Competitive activities
• Campaign objective
• Product life cycle
• Market Size
• Availability of funds
• Types of product
• Media Plan
• Advertising task to be achieved
• Stages in the product life cycle.
• Market share
 • Competition
• Frequency of advertising
• Product differentiation
• Support from retailers
• Financial resources
DEFINE ADVERTISING COPY. LIST OUT THE ELEMENTS OF ADVERTISING COPY?
An advertisement copy is the text or written document which is used in the
advertisement, be it print, radio, television or other form of advertisement. The text
so used can be in the form of dialogs, some catchy phrase, a company’s motto or
slogan or any product word.
EXPLAIN THE VARIOUS TYPES OF ADVERTISING BUDGET.
There are two types of approaches
1.Top down approaches
2.Bottom up approaches
Top down approaches-
• Percentage-of-sales method
• All you can afford
• Arbitrary method
• Competitive parity method
• Return of investment
Methods of bottom up approach
1. Objective task method-
2. Judgment method
3. Quantitative methods
4. Experimental approach
Top down approaches
The Affordable Method
• The affordable method—as the title says, this is to budget what you can afford. In
 this method one has to find out what the company can afford in a given business
situation. Particularly, those companies which have limited resources use this
method.
• When funds availability is a constraint, a limited fund is allocated after other
unavoidable expenses have been duly met. Under this method it is usually assumed
that advertisers do not spend too heavily.
• In the affordable method, the firm determines the amount to be spent in various
areas such as production and operations. Then it allocates what’s left to advertising
and promotion, considering this to be the amount it can afford.

Arbitrary Allocation
• By which the budget is arbitrarily set without any rationality and analysis of the
task of advertising. This is referred to as the arbitrary method Some advertisers
decide that they will spend 'X' rupees on advertising next year.
• They claim that, because of their first hand knowledge of business, they have
acquired a sort of "gut feeling" about how much advertising expenses would be
appropriate. This is a "human" method.

Percentage of Sales
• Perhaps the most commonly used method for budget setting (particularly in
large firms) is the percentage-of-sales method, in which the advertising and
promotions budget is based on sales of the product.
• In this approach the budget is determined by taking a fixed percentage of sales.
The sales figure taken could pertain to the previous year or it may bean average
of past few years. The percentage could also be based on forecasted sales of the
year under consideration. Since advertising expenditure is related to the sales, it
is easy in understanding, executing and even in calculation.
• The percentage-of-sales guide is the most common approach to setting
 advertising budgets. If a firm or brand has been successful over several years
using the percentage-of-sales approach, it might be assumed that the decision
rule yielded budgets reasonably close to the optimal, so there is little incentive to
change to another approach in setting budgets.
5. Management determines the amount by either
(1) Taking a percentage of the sales dollars or
(2) Assigning a fixed amount of the unit product cost to promotion and
multiplying this amount by the number of units sold.

The competitive parity method

• Advertisers want to spend as much as their competitors are spending so that they
are not placed at any disadvantage. For this purpose, company has to collect
relevant data about competitors‟ advertising appropriation, for example, previous
year‟s absolute figures, advertising/sales ratios etc..
• The method is to frame advertising budget according and in compare with the
competitor¶s budget. Spend as much as the competitor do, the logic behind the
method may be that the collective thinking of various firms in the industry should
also be almost same. Since each product or company of same industry may be of
different type or at different stage of Product Lifecycles, also it may have its own
strengths and weaknesses, the task and object also may not be same as of
competitor
• The negative on this method is that no two companies have the exact same
resources, opportunities, resources, or objectives, so spending proportional
amounts of money on promotional efforts make little sense.

The objective and task method—

• It means advertising objectives are set for the coming budget period and the cost
of achieving these objectives are calculated in details in terms of task to be
 performed, the total of which indicates the appropriation level.
• The marketers decides what she or he wants to accomplish and then works the
budget out based on what it will cost to create and implement the communications
needed to make that happen. The logic is obvious, and this is the best way of going
about setting a promotional budget.

Return Of Investment
In this method money spent on advertisement is considered as an investment and not
an
expenditure.
It is an investment in the sense that a certain return in terms of profit is expected
under this method. The advertising budget is prepared; under this method by taking
into account the increased profits generated by an increase in sales and goodwill on
account of advertising. If sales and profits are higher, the excess may be assumed to
the result of advertising.
A budgeting method in which advertising and promotion are considered investments
and thus measurements are made in an attempt to determine the returns achieved by
these investments.

BOTTOM UP APPROACH-
• A method of determining the budget for advertising and promotion by determining
the specific task that have to be performed and estimating the cost of performing
them.
• A more effective budgeting strategy would be to consider the firm's
communications objectives and budget what is deemed necessary to attain these
goal.

Methods of bottom up approach

 1. Objective Task Method-
2. Judgment Method
3. Quantitative Methods
4. Experimental Approach

objective task method-

Most logical way of setting advertising budget.
• It focuses on the advertising task that is to be achieved.
• Advertising objectives are fixed after intensive market research.
• Determining the type of strategy, media and amount of exposure required for
efficient satisfaction of the task set
• Estimating the cost of various elements of advertising.
• Deciding whether the firm can afford the budget

Objective and Task Approach:

The most desirable method is the objective and task approach. It is goal- oriented. The
firm agrees on a set of marketing objectives after intensive market research. The
costs of advertising are then calculated. When the resulting amount is within the
firm’s financial means, it is the advertising budget.

By Using Judgment
This method relays upon the judgment of experienced managers. Over the years,
some of these individuals develop a feel for the market that permits them to arrive at
appropriate decisions, given the organization’s objectives and limitations. It is a vital
input for the determination of the budget. When the management uses other
methods, it should temper them with the judgmental evaluations made by
experienced managers. Judgment is subject to error and bias. Other methods should
supplement this technique.
DEFINE MEDIA PLANNING: EXPLAIN THE FACTORS AFFECTING MEDIA PLANNING?
it is series of decisions involved in delivering the promotional message to the
prospective purchasers and/or users of the product or brand.

Factor affecting media planning.

1. Nature of the product for promotion
2. Nature of competition & their MEDIA
3. Area of coverage
4. Reputation of media
5. Cost of Media
6. Scheduling time
7. Budget for promotion
8. Flexibility
9. Media complexity
10. Media creativity
• Class of the audience: Firstly, the advertiser must note the class of the audience to
be influenced by the medium. The audience can be classified into different groups
by their social status, age, income, educational standard, religion, cultural interests.
They may also be divided into men and women.
• Extent of coverage: Secondly, the advertiser must consider the number of audience
to be covered by the medium. Every media has a general as well as an effective
circulation. The general circulation is made up of the total number of people who
read or subscribe to the media. The effective circulation is the number
prospective customers who read it and the number of those who influences sales,
though they may not buy for themselves. Effective circulation must be considered
while estimating the number of people to be covered. The extent to which the
medium reaches the same audience as that covered by some other media i.e., the
percentage of over-lapping must also be taken into account.
• Nature of the product: Nature of the product itself is a principal factor governing
the selection of the medium. Products can be classified into various kinds –
consumer’s products and manufacturer’s products etc.
• Nature of the competition: The nature of the competition exerts greater influence
of the selection of the media. If the competition is stiff utmost care is needed in the
selection of medium and a larger advertising budget is also required. In many
cases where the advertising copy is similar or the choice of the media solely
determines the effectiveness of the campaign as compared with that of the other
competitors.
• Reputation of the media: Newspapers and magazines can offer a
beautiful illustration for the reputation of the media. There are a few newspapers
and magazines which have international reputation with a high readership.
Advertisements in such magazines and newspapers are generally recognized and
believed as true. Such advertisements also add prestige to the product.
• Cost of the media: Cost of the medium in most cases, is an important factor in the
selection of the medium. Advertisements in certain media are expensive.
For instance, TV and Radio advertisements. Magazines and newspaper
advertisements are generally considered as less expensive. Yet, certain magazines
and newspapers, having larger circulation and high reputation charge higher rates.
The rates also differ depending upon the space occupied and the preferential
positions. The first page of a newspaper is rarely missed by the reader. Hence they
have more attention value, than the advertisements presented anywhere inside the
newspaper.
• Time and location of buying decisions: The location of the audience and the time
by which it should reach them must also be looked into. This consideration
also enables the advertiser to keep his retail outlets in the proximity of the
customers.
• Potential market: This crucial task rests in identification of potential market for the
 product in terms of the number of customers, geographic spread, income pattern,
age group, tastes, likes and dislikes and the like.
Other factors are
1. Insufficient information:
2. Inconsistent Terminologies:
3. Time pressures:
4. Difficulty measuring effectiveness:
5. Target market coverage
6. Geographic coverage
7. Scheduling
8. Creative aspects and mood
9. Flexibility
10. Budget considerations
11. More competitors
12. Rising costs
13. Media complexity
14. Greater audience fragmentation
15. More media options

DEFINE MEDIA REACH AND MEDIA FREQUENCY

• Reach: The actual number of individual audience members reached at least
once by the vehicle.
• Frequency: The number of times the receiver is exposed to vehicle in a specific
time period.

DEFINE
1. CONTINUITY,
2. FIGHTING AND
 3. PULSING
Continuity: refers to a continuous pattern of advertising, which may mean every day,
every week, or every month. The key is that a regular (continuous) pattern is
developed without gaps or non-advertising periods. Such strategies might be
used for advertising for food products, laundry detergents, or other products
consumed on an ongoing basis without regard for seasonality.
Fighting: employs a less regular schedule, with intermittent periods of advertising
and non-advertising. At some time periods there are heavier promotional
expenditures, and at others there may be no advertising.
Many banks, for example, spend no money on advertising in the summer
but maintain advertising throughout the rest of the year.
Pulsing
It is actually a combination of the first two methods. In a pulsing strategy,
continuity is maintained, but at certain times promotional efforts are stepped up. In
the beer industry, advertising continues throughout the year but may increase
at holiday periods such as diwali, dussehera etc.

EXPLAIN THE PROBLEMS IN MEDIA PLANNING:

1. Insufficient information:
2. Inconsistent Terminologies:
3. Time pressures:
4. Difficulty measuring effectiveness:
5. Target market coverage
6. Geographic coverage
7. Scheduling
8. Creative aspects and mood
9. Flexibility
10. Budget considerations
11. More competitors
 12. Rising costs
13. Media complexity
14. Greater audience fragmentation
15. More media options

EXPLAIN THE PROCESS/STEPS IN DEVELOPING THE MEDIA PLAN:

1. Market Analysis
2. Establishment of media objectives
3. Media strategy development and implementation
4. Evaluation and follow-up

WHAT ARE THE ADVANTAGES & DISADVANTAGES OF BROADCASTING & PRINT

MEDIAS & OUTDOOR MEDIA
BROADCASTING (TELEVISION)

RADIO Merits RADIO Demerits

 • Local coverage
• Low cost
• High frequency
• Flexible
• Low production costs
• Well-segmented audiences
Printout medias
Merits Newspaper
1. High coverage
2. Low cost
3. Short lead time for placing ads
4. Geographic Selectivity
5. Reader involvement
acceptance
6. Ads can placed in interest
sections
7. Timely (current ads)
8. Reader controls exposure
9. Can be used for coupons
Magazine MERITS
1. Segmentation potential
2. Quality reproduction
3. Consumer receptivity
involvement:
4. High information content
• Audio only
• Creative limitations
• Clutter
• Limited listener attention
• Fleeting(short lived) message
Newspaper Demerits
10. Short life
11. Clutter
12. Low attention-getting capabilities
13. Poor reproduction quality
and 14. Lack of selectivity.
Magazine DEMERITS
7. Long lead time for ad placement
8. Visual only
and 9. Limited Reach and Frequency
10. Lack of flexibility
 5. Longevity
6. Multiple readers

Outdoor Media MERITS Outdoor Media DEMERITS

1. Location specific 8. Short exposure time requires short ad
2. High resolution 9. Poor image
3. Geographic flexibility 10. Local restrictions
4. Easily noticed 11. Limited message capabilities
5. Frequency 12. Measurement problems
6. Creativity 13. Wear out:
7. Ability to create awareness

DEFINE CREATIVITY? LIST OUT THE IMPORTANCE OF CREATIVITY & HEADLINE.

Advertising creativity is the ability to generate fresh, unique, and appropriate ideas
that can be used as solutions to communications problems. To be appropriate and
effective, a creative idea must be relevant to the target audience
Many ad agencies recognize the importance of developing advertising that is creative
and different yet communicates relevant information to the target audience.
IMPACT/PURPOSE/IMPORTANCE OF CREATIVITY
1. Quick demand for product
2. It creates easy awareness about product
3. It creates desires & motivates the customers to change behavior
4. It quickly attract and generate desires with prospects
5. It creates easy conscious about their needs.
6. Creative ideas and thoughts increase brand image and market share of the product
The 4 Functions/Purpose of an Effective Headline
• To grab the readers attention.
• To pre-screen or select your readers.
 • Deliver a complete message.
• Draw a reader into the story.
DEFINE HEADLINES
The headline is the words in the leading position of the ad—the words that will be
read first or are positioned to draw the most attention
Advantages of Headlines
• It should attract the attention to the advertisement.
• It should select the right prospects
• more detailed and persuasive information
• the illustration to communicate the entire advertising message
• Its should present the complete selling idea
• The headline should present product news of interest to the reader
• the headline must give the reader good reason to read the copy portion of the
ad,

DEFINE BODY COPY:

The main text portion (full description) of a print ad is referred to as the body copy
(or sometimes just copy).
While the body copy is usually the heart of the advertising message, getting the target
audience to read it is often difficult.
The copywriter faced a dilemma: the body copy must be long enough to communicate
the advertiser’s message yet short enough to hold readers’ interest.

1 EXPLAIN ABOUT PRINT, BROADCASTING MEDIA IN ADVERTISING WITH MERIT &

DEMERITS.
Broadcast media are news reports broadcast via radio and television. Television news
is hugely important in the market because more customers get the information about
product and organization from ads in television and radio broadcasts than from any
other source.
The broadcast media like radio and television reaches a wider audience as opposed to
the print media. The radio and television commercials fall under the category of mass
marketing as the national as well as global audience can be reached through it.
Broadcasting is the distribution of audio and/or video content or other messages to a
dispersed audience via any electronic mass communications medium, but typically
one using the electromagnetic spectrum (radio waves), in a one-to-many model.
The radio and television commercials fall under the category of mass marketing as the
national as well as global audience can be reached through it. The role of broadcast
advertising is to persuade consumers about the benefits of the product. It is
considered as a very effective medium of advertising. The cost of advertising on this
channel depends on the time of the commercial and the specific time at which it is
aired.
Print Media:
Print advertising is a widely used form of advertising. These advertisements appear in
newspapers or magazines and are sometimes included as brochures or fliers.
Anything written in the print media to grab the attention of the specific target
audience comes under the purview of print advertising.
People who read newspapers or other publications have a tendency to browse the
print ads that they come across. The decision to buy the product might not be
instantaneous, but it does settle down in their subconscious mind. Next time they see
the product in the market, they are tempted to buy it.
Print advertisements are only effective when people see them. When people browse
through newspapers and publications, these advertisements should grab the
attention of the potential customer. Therefore, these advertisements should be
created in such a manner that they can hold the attention of the customer to some
extent. Usually a team of individuals is required in order to design the advertisements.
Broadcasting medias: Tv and Radio
Radio merit & demerit
Merits Demerits

• Local coverage • Audio only

• Low cost • Creative limitations
• High frequency • Clutter
• Flexible • Limited listener attention
• Low production costs • Fleeting(short lived) message
• Well-segmented
audiences

Television merit & demerit

Television Merits Demerits

1. Mass coverage • Low selectivity

2. Audio & video • Short message life
3. High reach • High absolute cost
4. Impact of sight, sound, and • High production costs
motion • Clutter(CONFUSION)
5. High prestige • Limited viewer attention
6. Low cost per exposure • Distrust and Negative Evaluation
7. Attention getting • Buying television time
8. Favorable image
Printed media: Newspaper & Magazines merit & demerit
Newspaper Merits Newspaper Demerits
 1. High coverage 1. Short life
2. Low cost 2. Clutter
3. Short lead time for 3. Low attention-getting capabilities
placing ads 4. Poor reproduction quality
4. Geographic Selectivity 5. Lack of selectivity.
5. Reader involvement and
acceptance
6. Ads can placed in interest
sections
7. Timely (current ads)
8. Reader controls
exposure
9. Can be used for coupons

Magazines MERITS Magazines DEMERITS

1. Segmentation potential 1. Long lead time for ad placement
2. Quality reproduction 2. Visual only
3. Consumer receptivity and 3. Limited Reach and Frequency
involvement: 4. Lack of flexibility
4. High information content
5. Longevity
6. Multiple readers
2 EXPLAIN BRIEFLY DAGMAR APPROACH. LIST OUT THE CRITICISM AGAINST THIS
APPROACH.
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.
DAGMAR Model was developed by Russell Colley in 1961 for setting advertising
objectives and measuring advertising results.
According to DAGMAR Model the ultimate objective of advertising involves a
communication task, intended to create awareness, impart information, develop
attitude and induce action. Advertising objective is to carry a consumer through four
levels of understanding
• From unawareness to awareness - consumer must be aware of product or company,
• Comprehension - what the product is and its benefits,
• Conviction - mental conviction to buy the product, and
• Action - finally buy the product.
Awareness
Before the purchase behavior is expected from target audience it is necessary to
make the audience aware with the product or company. The initial communication
task of the advertising activity is to increase the consumer awareness of the product
or offer.
Comprehension
Only Awareness is not being sufficient to stimulate a purchase, sufficient knowledge
and information about product or organization is necessary. This step involves the
target audience to learn something about product, organization, or offer. Here
communication task of advertising activity is to make consumer learn about product -
product characteristics, benefits, or uses.
Attitude or Conviction
At this step a sense of conviction is established. By creating interest and preference,
buyers are moved to a position where they are convinced that a particular product in
the class should be tried at the next opportunity. At this step communication task of
advertising activity is to mould the audience’s beliefs about the product and this is
often done through messages that demonstrate the product’s superiority over a rival
or by talking about the rewards as a result of using the product.
Action
 Finally, communication must encourage buyer to engage in purchase activity.
Criticism of DAGMAR
• Problems with the Response Hierarchy:
• Sales objectives
• Accountability problems
• Practicality and costs
• Inhibition/restriction of creativity

3. Explain the PROCESS OF MEDIA PLANNING? STATE THE PROBLEMS FACED IN MEDIA
PLANNING
Media Planning, in advertising, is a series of decisions involving the delivery of
message to the targeted audience. Media Plan is the plan that details the usage of
media in an advertising campaign including costs, running dates, markets, reach,
frequency, rationales, and strategies.
PROCESS OF MEDIA PLANNING
1. Market Analysis
2. Establishing the Media Objective
3. Setting the Media Strategy
4. Select the media
5. Evaluation and Follow-up

Market Analysis
Every media plan begins with the market analysis or environmental analysis. Complete
review of internal and external factors is required to be done. At this stage media
planner try to identify answers of the following questions:
 1. Who is the target audience?
2. What internal and external factors may influence the media plan?
3. Where and when to focus the advertising efforts?
1. The target audience can be classified in terms of age, sex, income, occupation, and
other variables. The classification of target audience helps media planner to
understand the media consumption habit, and accordingly choose the most
appropriate media or media mix.
2. The audience is the number and type of people your advertising targets. The
audience can be classified according to age, sex, income, occupation, etc.
Performing this analysis will help you to project costs and determine the right
media for your campaign.
Establishing the Media Objective
The media objective is the goal of the media plan. To establish this objective, you must
determine your goal for reach, frequency, circulation, cost, and penetration. Reach is
the amount of people the message is in front of over a period of time. Frequency is
the average number of times the message is in front of those people. Circulation is
used for printed advertisements. This is the number of prints that are produced and
sent out. Cost is broken down into two different sections: cost per thousand (CPM)
and cost per person (CPP). It is important to understand the cost as you are
budgeting. The cost will tell you which form of media is the best option for your
business. Penetration is the number of audience members reached by the advertising.
The company must determine if it wants to take over a market or just reach a certain
group prior to setting the penetration goals and strategies.
Setting the Media Strategy
Now that you understand who you are marketing to and how much it will cost you,
you will need to make a decision about what type of media you will use. Some options
include Internet, television, radio, newspaper, consumer and business publications,
and interactive media platforms. Which option reaches the largest audience? How
often will it reach the audience? Does it fit in your budget?
Implementation
You have a plan. Now it's time to set it in motion. This is when you buy media. Media
buying is the purchasing of the space in the selected media. This involves committing
to the media provider, submitting the ad, and paying the bill. This is the exciting part.
You see all your hard work come together.
Evaluation and Follow-up
After everything is said and done, it is time to see how successful your media plan
was. To do so, you need to follow-up and evaluate the results. Ask yourself, 'Did we
meet media objectives? How successful were the strategies?' The success of this
media plan will determine future media plans.
The problems in media planning:
1. Insufficient information:
2. Inconsistent Terminologies:
3. Time pressures:
4. Difficulty measuring effectiveness:
5. Target market coverage
6. Geographic coverage
7. Scheduling time
8. Creative aspects and mood
9. Flexibility
10. Budget considerations
11. More competitors
12. Rising costs
13. Media complexity
14. Greater audience fragmentation
15. More media options
EXPLAIN PROCESS OF ADVERTISING BUDGET
1. Setting advertising objectives
2. Determining tasks to be performed to achieve advertising objectives
3. Preparing advertising budget
4. Allocation of advertising
5. Monitor & control

DEFINE AD COPY :A „Copy‟ means a written matter in any advertisement. It may

consist only one word or many words. A copy consists of headlines, subheads,
captions etc. The copy supports the illustration and contains description of the
products merits, demerits, uses,services etc.

Define Push & Pull strategies.

Pull factor
A “pull” selling strategy is one that requires high spending on advertising and
consumer promotion to build up consumer demand for a product: it brings the
customer to the product - the customer is motivated to buy it.
Push strategy is a strategy that involves direction of marketing or sales promotion
efforts to channel partners

DEFINE ONLINE ADVERTISING

IT is a form of marketing and advertising which uses the internet to deliver
promotional marketing messages to consumers.
It is a marketing strategy that involves the use of the Internet as a medium to obtain
website traffic and target and deliver marketing messages to the right customers.

DEFINE ADVERTISEMENT BUDGET? EXPLAIN VARIOUS FACTORS INFLUENCING

ADVERTISING BUDGET.
It is a financial document that shows the total amount to be spent on advertising &
lists the way this amount is to be allocated
The factors affecting advertising budget
• Competition
• Age of company
• Size of company
• Competitive activities
• Campaign objective
• Market Size
• Availability of funds
• Types of product
• Media Plan
• Advertising task to be achieved
• Stages in the product life cycle.
 • Market share
• Competition
• Frequency of advertising
• Product differentiation
• Support from retailers
• Financial resources

Define Direct marketing. List the tools in direct marketing. What are merit of DM
1 Direct marketing is a system of marketing by which organizations communicate
directly with target customers to generate a response or transaction.
The tools in Direct Marketing
• Direct selling
• Direct mail
• Telemarketing
• Internet selling
• Direct action marketing
• Catalog selling
• Television/ print media
• Cable TV
Advantages of DM
• Direct marketing can help sales to grow when used along with sales
promotions and advertising campaigns.
• It is also useful for small businesses through guest books, visitors lists, and lists
of enquiries. These operations rely on repeat business.
• Direct marketing builds relationships; it is an important tool in customer
relationship management (CRM).
• It helps to measure response to campaigns to decide which media is most
profitable.
 • It helps to find cost effective approach of media.

Direct marketing Merit Demerit

1. Selective reach. 9. Image factors.

2. Segmentation capabilities 10. Irritation
3. Frequency 11. Deception and fraud
4. Flexibility. 12. Accuracy
5. Timing 13. Content support
6. Personalization. 14. Rising costs
7. Costs.
8. Measures of effectiveness
2 Define Cooperative & Industrial advertisement.
Cooperative advertising is advertising where a retailer or a wholesaler share the costs
of an advertising campaign with the manufacturer of the product being advertised.
Agreement between a manufacturer and a member of distribution chain (distributor,
wholesaler, or retailer) under which the manufacturer shares a certain percentage of
the member's advertising and promotion costs, or contributes a fixed sum.
Ex: MC Donald and coke company shares the advertisement cost & campaigns during
promotion.
Industrial advertising, otherwise known as business to business advertising, is a form
of advertising to other businesses. It can include the advertising of parts or raw
materials for their products or equipment used in their manufacturing process.
It is the advertisement of goods/services by one business to another. It can include
the advertising of parts or raw materials for their products or equipment used in their
manufacturing process
Ex:All spare parts, tools, equipment & machinery company gives advertisement to the
other company’s, for which is essential input in manufacturing of complete product.
3
Explain the various special issues in Industrial selling.
1 Special issues in Industrial selling
• Market related issues
• Product related issues
• Channel related issues
• Price related
• Promotional related
• Demand related issues
• Buyer behavior related issues
2 Define ad evaluation? List the purpose/need of ad evaluation.
Advertising evaluation or effectiveness related to how well a company's advertising
accomplishes (achieve) the intended objectives. Issues raised in effectiveness are
reach, coverage , ability to motivate the customer to buy products, relationship with
sales .how much the advertisement is able to achieve the above purpose is referred to
as effectiveness of advertising
Reasons to measure effectiveness of ad:
• Avoiding costly mistakes
• Evaluating alternative strategies
• Increasing the efficiency of advertising in general
• Determining if objectives are achieved.
• To make sound future decisions.
• To impress upon the top management
• To have a clear break- up picture.
• To know the point of saturation
• To keep in touch with the new trends
3 Define sales promotion. What is the importance of sales promotion
Sales promotion is designed to be used as short-term incentives or offers to boost
sales of the company products.
Sales promotion includes several communications activities that attempt to provide
offers or incentives to consumers, wholesalers, retailers, or other organizational
customers to stimulate immediate sales.
Tools used in sales promotion are
1. Coupons
2. Discounts
3. Premiums
4. Refund
5. Contests
6. Price off offer

Importance of sales promotion

• It stimulates in the consumers an attitude towards the product.
• It creates a better incentive in the consumers to make a purchase. It is a demand
creator.
• It gives direct inducement to the consumers to take immediate action.
• It is flexible. It can be used at any stage of a new product introduction.
• Sales promotion leads to low unit-cost, due to large-scale production and large-
scale selling.
• It is an effective supporter of sales. It helps the salesman and makes his effort
more productive.
• The promotional tools are the most effective to be used in increasing the sales
volume
• Encourage Repeat Purchases
• Providing Information
• Entice Reluctant Consumers
1 Define Internet advertisement? Explain the merit & demerit of it.
Online advertising
Online advertising, also called Internet advertising, uses the Internet to
deliver promotional marketing messages to consumers.
It includes Email Marketing, Search Engine Marketing, Social media marketing, many
types of display advertising including Web banner advertising and mobile advertising.
It is a marketing strategy that involves the use of the Internet as a medium to obtain
website traffic and target and deliver marketing messages to the right customers.
Advantages of online ad
• Reach More Customers
• Cost Effectiveness
• Personal Touch
• The ability to run multiple campaigns
• Easy to implement and easy to withdraw
• You can easily test the market.
• The ad campaign is less expensive.
• The ad works 24 hours a day, 7 days a week, 365 days a year.
• You can change your online ad much more easily than you can change ads in other
media.
• Your customers can see your ad, shop, and buy, (if you sell your goods online) all
without leaving home.
• You can target your audience effectively.
• Costs are the same regardless of audience location.
• One-to-One direct marketing is possible.
• Can be interactive and targeted
• Contents can be updated, supplemented
• Multimedia will create more attractive advertisements.
• Efficiently use the convergence of text, audio, graphics and animation.
 • can introduce new products
Disadvantages of online advertisement
• No clear standard or language of measurement.
• Customer ignores ads.
• Viewing problems
• Consumers get distracted
• Lack of skills in marketing
• Audience is only net sufferers, who are still lesser.
• Measurement problem
• Difficult to know consumer character
• Difficulty of fast net or download
• Poor reach to remote areas.
• Cost is high in many circumstances.
2 Explain briefly various methods of Pre-testing in advertisement.
Pretesting refers to testing the advertisement or campaign before it has run or
implemented. The purpose of pretesting is to detect weaknesses or flaws in the
campaign that may result in consumer indifference or negative response. This
increases the likelihood of preparing the most effective advertising message. All
the areas of advertising like-markets, motives, messages, media, budgets and
scheduling may be tested.
Types of Pretesting
Consumer Jury Method: This method involves the exposure or showing of alternative
advertisements to a sample of jury or customers/prospects. This test is designed to
learn from a typical group of prospective customers. Advertisements which are
unpublished are presented before the consumer jury either in personal interviews or
group interviews and their reactions are observed and responses are recorded

Theatre Test:
A group of people who could be a captive audience for an entertainment programme
is considered and a questionnaire is sent to them. The free tickets are later sent to
them for the programme, where the test ads are run. On viewing these, they are
asked to fill up another questionnaire. It assesses product, brand and its theme.

Dummy advertising media vehicles: This is a technique that can be applied to

both print and broadcasting ads. It involves placing the “test” ads in a dummy
vehicle, which resembles the actual advertising medium. In case of television
commercials, the effectiveness of these may be tested by showing respondents
an actual television programme, with the test commercials placed within it.
Questions are then asked to measure the extent on which people recalled the test
commercials.
Focus Group: Focus group involves exposing the ad to a group of 8 to 12 respondents.
Focus groups are used with surprising frequency for making final go or no go decision.
A moderator facilitates the discussion and walk s the group through a series of issues
that are outlined in discussion guide.
Live Telecast tests:
Here, test commercials are shown on closed- circuit or cable television. Respondents
are then interviewed on the phone to test their reactions.
Paired comparisons:
This is used when more than six or seven ads have to be rank ordered. Consumers are
then asked to judge two ads at a time, and asked to choose which one is better. The
 process continues until each advertisement has been paired with each of the others.
Physiological measures
Pupillometer method
It is a device that measures a person’s pupil size when exposed to visual stimuli such
as ads. The theory behind it is that the size of the pupil increases when the person
finds the ad visually interesting or emotionally appalling.
Eye tracking:
• A methodology that is more commonly employed is eye tracking, in which viewers
are asked to view an ad while a sensor aims a beam of infrared light at the eye.
• The beam follows the movement of the eye and shows the demonstrates which
elements of the ad are attracting attention, how long the viewer is focusing on
them, and the sequence in which they are being viewed.
• Eye tracking can identify strengths and weaknesses in an ad.

3.
Define Corporate Advertising – advertising whose purpose is to promote the image
of a corporation rather than the sale of a product or service; also called institutional
advertising. This advertising is also used to create public awareness of a corporation
or to improve its reputation in the marketplace.
A form of institutional advertising focusing not on a particular product or product
range but on the organization itself.

DEFINE INTERNATIONAL ADVERTISEMENT? DISCUSS THE DECISION AREAS IN

INTERNATIONAL ADVERTISEMENT.
INTERNATIONAL ADVERTISEMENT
International Advertising, generally is the promotion(communication) of goods,
services, companies and ideas, usually in more than one country performed by an
identified sponsor
It involves dissemination (spreading) of a commercial message to target audiences in
more than one country. Target audiences differ from country to country in terms of
how they perceive or interpret symbols or stimuli, respond to humor or emotional
appeals, as well as in levels of literacy and languages spoken.
Various decisional areas in International ad.
• Organization
• Agency Selection
• Advertising and market research
• Creative Decisions
• Media Selection
• Coordination of other IMC tools
FACTORS AFFECTING INTERNATIONAL ADVERTISEMENT
• LANGUAGE
• BUDGET
• MEDIA AVAILABILITY & SCHEDULING
• MEDIA COST
• GOVT LAWS
• CULTURAL DIFFERENCES

DEFINE PUBLIC RELATIONS? WHAT ARE OBJECTIVES OF PR

It is the dimension of communication which is specifically concerned with
establishing and enhancing goodwill between an organization and the various
publics with which it seeks to communicate. It’s integrated with advertising, sales
promotion and so on.
The definition of PR: The planned and sustained effort to establish and maintain
goodwill and mutual understanding between an organization and its publics
OBJECTIVES OF PR
1. Increase awareness of the company;Increase awareness of the brands or
services
2. Reinforce the business objectives of the organization;
3. Identify and explain company policy;
4. Provide a focus of attention on those issues which are important to
thecompany;
 5. Encourage external debate on those issues;
6. Help to change opinions to those which are favourable to the organization;
7. Assist the process of changing attitudes towards the organization and its
operations;
8. Create positive attitudes towards the company's products and services;
9. Help in the building of the reputation of an organization;
10. Motivate staff and enhance the recruitment process;
11. Help restore the credibility of a company, particularly after some specific crisis;
12. Reinforce the marketing and sales efforts;

4 Define Publicity? Explain the objectives & tools of publicity

Publicity is the movement of information to the general public from the media.
Publicity is also a way of mass communication. It is not a paid form of mass
communication that involves getting favourable response or image of buyers by
placing commercially significant news in mass media.
Publicity in its simplest form is the means of conveying information to the general
public through the media.
VIVO company sponsors events & sports to gain favorable images.
Ex: Narayana Netralaya hospital conduct free eye campaigns in Rural areas to get
favorable images from the public.
Ex: ITC provides books & stationary every year for poor and needy peoples in rural
areas.
The information being publicized could be news, awareness about a product and
service, etc. It is the process of creating awareness of new products and services.
Publicity involves giving public speeches, giving interviews, conducting seminars,
offering charitable donations, inaugurating mega events by film actors, cricketers,
politicians, or popular personalities, arranging stage show, etc., that attract mass
media to publish the news about them.
Objectives of Publicity
• To get favorable image toward company
• Increase awareness of the company;
• Increase awareness of the brands or services provided by the organization;
• Reinforce the business objectives of the organization;
• Identify and explain company policy;
• Provide a focus of attention on those issues which are important to the company;
• Encourage external debate on those issues;
• Help to change opinions to those which are favorable to the organization;
• Assist the process of changing attitudes towards the organization and its
operations;
• Create positive attitudes towards the company's products and services;

• Help in the building of the reputation of an organization;

• Motivate staff and enhance the recruitment process;
• Help restore the credibility of a company, particularly after some specific crisis;
• Reinforce the marketing and sales efforts;
• Build upon or change purchasing behavior
Effects of bad publicity
• Loss of trust from the public
• Loss of control on customer
• Effects on sale i.e reduces the sale of the product
• Possibility to fall in investigation
• Financial loss
• Cease-and-Desist Orders of the company
Common Publicity/PR Tools and Techniques
In order to build a relationship with the target audience and maintain it on a high
level, PR specialists use a variety of tools and techniques. Some of the most common
ones include:
Public events.
In order to attract public attention and keep it engaged with a particular organisation
or an individual, PR specialists take an advantage of every public event and the
opportunity to speak publicly. This enables them to directly reach the public attending
the event and indirectly, a much larger audience.

A sponsorship
It involves paying a fee to have your name associated with different things like events,
workshops, programme, such as the following:
EX: VIVO sponsored the sport event IPL-2017
• A particular venue (Wrigley Field; the Staples Center)
• A superstar’s apparel (Tiger Woods wearing Nike hats and shirts)
• An event (the AT&T National Golf Tournament; the Chick-fil-A Peach Bowl)
• A cause (M&M’s support of the Special Olympics)
• An educational workshop or information session.

Press release
Its Part of a company’s public relations efforts includes putting a positive spin on
news stories. A press release is a news story written by an organization to promote a
product, organization, or person. Consider how much
better a story or a product recommendation is likely to be perceived when the
receiver thinks the content is from an objective third party rather than an
organization writing about itself. Public relations personnel frequently prepare press
releases in hopes that the news media will pick them up and disseminate the
information to the public. However, there is no guarantee that the media will use a
press release. Some of the PR opportunities that companies may seek to highlight in
their press releases include charity events, awards, new products, company reports,
and things they are doing to improve the environment or local community.
Information that is communicated as a part of the regular TV or/and radio
programme, newspapers, magazines and other types of mainstream media achieves a
much bigger impact than advertisements. This is due to the fact that most people
consider such information more trustworthy and meaningful than paid adds. Press
release is therefore one of the oldest and most effective PR tools.
Newsletters.
Sending newsletters – relevant information about the organisation or/and its
products/services - directly to the target audience is also a common method to create
and maintain a strong relationship with the public. Newsletters are also a common
marketing strategy but PR specialists use it to share news and general information
that may be of interest to the target audience rather than merely promoting
products/services.
Blogging.
To reach the online audience, PR specialists use the digital forms of press releases and
newsletters but they also use a variety of other tools such as blogging and recently,
micro blogging. It allows them to create and maintain a relationship with the target
audience as well as establish a two-way communication.
Media release:
Public relations experts create awareness and market their organization and its
products/services to various media sources which include TV, Radio, internet,
newspapers, magazines and so on. Public relations experts develop and design
various interesting and creative stories about their organization and products and
pitch it to various media people. Organizations bank on their relations with media
channels to enhance the reputation of their brand.

WHAT ARE THE REASONS NOT TO MEASURE ADVERTISEMENT EFFECTIVENESS

• Management support for research
• High Cost of measurement
• Frequent Changes in market & customer regarding ads
 • Problems with research
• Disagreement about what to test
• Objections of creative personnel
• Lack of time
• Irrational consumer behaviour
• Lack of widely acceptable scientific approach
• The difficulties of determining consumer influences (multiple factors)
• The validity and reliability of data gathered
• Suitability of research methods & instruments used
• Poor research skills & Sampling issues
• Inadequate resources/funding

WHAT TO TEST IN ADVERTISEMENT

• Source factors:
• Message Variables
• Media Strategies
• Budgeting decisions