Advertising

Hansel D’Souza

1
 Definition
(AMA) Any paid form of non-personal
presentation and promotion of
ideas, goods and services by an
identified sponsor.

Hansel D’Souza Advertising

 History of Advertising
Trademarks
Signs
Town Criers
Print (1473-William Caxton)

Hansel D’Souza Advertising

 Role of Advertising in
Marketing
The 4 P’s
Elements of the Promotion Mix
 Advertising
 Personal Selling
 Publicity
 Sales Promotion

Hansel D’Souza Advertising

 The Advertising Channel
Advertiser

Advertising Agency

Media

Hansel D’Souza Advertising

 People don’t buy things!
They buy the benefits
that things provide

Hansel D’Souza Advertising

 Organisation Structure of an Ad Agency
President/CEO

VP Creative VP Client Servicing VP Media VP Finance

Copy Chief Art Director Production Media Planner Off. Mgmt Finance

Copy writer Visualiser Account Supervisor Personnel Admn.

Illustrator Finishing Artist A/C. Executive Accounts

Print Film Audio-Visual

Hansel D’Souza Advertising

 Effectiveness of Advertising
The following condition must be present for advertising to be
effective

 Good Product that meets a perceived need

 Sales revenue and profit potential
 Timing
 Branding
 USP
 Product differentiation
 Beneficial and evidence

 Beneficial but obscure USP

 Non-beneficial but evidence
Branding
 Non-beneficial and obscure

 Right Price

Hansel D’Souza Advertising

 Your Agency
can’t pay for
the dry holes
they drill for
you!
Hansel D’Souza Advertising
 The Advertising Process
Marketing Objective
V
Advertising Objective
V
Campaign Objectives
V
Length of Campaign
V
Geographical Coverage
V
Market Segmentation
Media Strategy Creative Strategy
V V
Media Mix Creative Theme
V
Specific Vehicles Copy Visualisation
Time/Space Scheduling
Requirements
Hansel D’Souza Advertising
 Advertising Budget

The Process
 Preparation
 Execution
 Control

Hansel D’Souza Advertising

Advertising Budget (Contd.)

Factor
 Stage of PLC
 Competition
 Marketing Opportunity
 Budgeting Cycle
 Contingency Planning
 Product Substitutability

Hansel D’Souza Advertising

Advertising Budget (Contd.)

Methods
 Percentage of Sales
 Per Sales Unit
 Competitive budgeting
 Objective Method
 Affordability
 Marginal Cost
 Subjective Judgment
 Quantitative Methods
 Sales response and decay model

 Advertising to Sales Ratio

Hansel D’Souza Advertising

Advertising Budget (Contd.)

Allocation
 By Objective
 By Media
 By Message
 By Market
 By Product
 By Area

Hansel D’Souza Advertising

 Every penny well spent,
helps build
the Brand

Hansel D’Souza Advertising

 Advertising
Management

Hansel D’Souza Advertising Management

 Advertising Campaign
Steps to Prepare an ad campaign
Situation analysis
 Product analysis
 Prime prospect identification
 Prime prospect problem analysis
 Competitive atmosphere
and Market climate

Hansel D’Souza Advertising Management

Advertising Campaign (Contd.)
Creative Objectives and Strategy
 Determine specific copy claims
 Consider various advertising executions
 Begin creation of ads and commercials

Hansel D’Souza Advertising Management

Advertising Campaign (Contd.)
Creative Media Objective
 Media strategy-includes prospects
identification, timing, and
creative consideration
 Media tactics
 Media Scheduling

Hansel D’Souza Advertising Management

Advertising Campaign (Contd.)

The Sales Promotion Plan

Hansel D’Souza Advertising Management

Advertising Campaign (Contd.)
Getting the Campaign Approved

Hansel D’Souza Advertising Management

Advertising Campaign (Contd.)
Research – Post Testing
International Marketing Flops  
• The name Coca-Cola in China was first rendered as Ke-kou-ke-la. The phrase
means "bite the wax tadpole" or "female horse stuffed with wax“ Coke then
researched 40,000 Chinese characters and found a close phonetic equivalent,
"ko-kou-ko-le," which can be loosely translated as "happiness in the mouth."
•  In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi
Generation“ came out as "Pepsi will bring your ancestors back from the
dead."
• When General Motors introduced the Chevy Nova in South America, it was
apparently unaware that "no va" means "it won't go." After the company
figured out why it wasn't selling any cars, it renamed the car in its Spanish
markets to the Caribe. 
• In Italy, a campaign for Schweppes Tonic Water translated the name into
Schweppes Toilet Water.

Hansel D’Souza Advertising Management

 Wise men learn by
other’s mistakes,
fools by their own

Hansel D’Souza Advertising Management

 Ten Tips for Winning Headlines

Headline
 Decides whether prospects reads ad
 Ad without headline is a capital sin
 Change in headline makes a difference of 10-1
in sales

Hansel D’Souza Advertising Management

Ten Tips for Winning Headlines (Contd.)
Ten Tips
 Use the headline to flag down your prospect
 Promise your reader a benefit
 Inject news into your headline
 Use emotion or curiosity to be effective
 Brand name in headline helps
 Use your USP no matter how long
 Arouse curiosity and lure her to read on
 Telegraph your message in plain language
 Negative make make dangerous headlines
 Blind headline fetch nothing

Hansel D’Souza Advertising Management

 Writing Effective Body Copy
 Get straight to the point
 Tell the truth in fascinating way
 Avoid superlative, generalisation and platitudes
 Endorsement / Testimonials are effective
 Advice or service hooks 75% more readers
 Write copy in your customer’s language
 Don’t write to win awards
 Copy is not meant to entertain
 Prospects are looking for information
 Be concise bur tell all

Hansel D’Souza Advertising Management

 Types of Headline
Contents Headline
 Identification Headline
 Promise of Benefit
 News Headline
 Selective Headline

Hansel D’Souza Advertising Management

 Sub Headline
 To explain headline
 To complete it
 To develop it
 To qualify it
 To amplify it
 For additional appeals
 To break lengthy copy

Hansel D’Souza Advertising Management

 Body Copy
 Believability
 Naturalness
 Modesty

Hansel D’Souza Advertising Management

 Steps
 Identify buyer problem / desire
 Present product as solution
 Offer benefits and features
 Personalise & reassure prospects
 Offer proof of claims
 Ask for action

Hansel D’Souza Advertising Management

 Baseline or slogan
 Short
 Simple to understand
 Easy feel
 Use rhyme or alliteration
 Distinctive
 Suggest action
 Try including brand name
 Encapsulated product position
Types of slogans:
Next
Hansel D’Souza Advertising Management
 Types of slogans
 Product – Amul
 Benefit – Close –up
 Suggests action – Onida
 Image – Tata Steel

Hansel D’Souza Advertising Management

 Copy Approaches
 Factual
 Emotional
 Narrative
 Image Building
 Humorous
 Testimonial
 Introductory

Hansel D’Souza Advertising Management

 Signature / Logo
 Legible
 Distinctive
 Sizeable
 Identifiable

Hansel D’Souza Advertising Management

 Tips for good visuals
 Photographs sell more than drawings
 They are more attractive, rememerable and believable
 Color makes the ad twice as memorable
 Huge close-ups repel readers
 Illustrations should be simple
 Avoid stereotypes
 Prominent logos help brand identification
 Design your layout for publication
 Captions are read even in fine print
 White space is most important

Hansel D’Souza Advertising Management

 Visual
 Should tell its story simply
 Readers interest
 Relevant
 Stop not hold attention

Hansel D’Souza Advertising Management

 Layout
 Thumbnail
 Rough
 Comprehensive
 Artwork (Mechanical)

Hansel D’Souza Advertising Management

 Essentials of Good Layout
 Attention
 Eye Control
 Optical Centre
 Atmosphere
 Balance
 White space
 Emphasis
 Readability
 Unity
 Clarity, simplicity

Hansel D’Souza Advertising Management

 Elements of a TV Spot
Optical (ECU, CU, MCU, MS, LS)
 Cut
 Dissolve
 Fade in, Fade-out
 Matte
 Super
 Wipe
 Zoom in, Zoom-out

Hansel D’Souza Advertising Management

 Radio Spot
 Simplicity Techniques
 Clarity  Straight Announcer
 Coherence  Two Announcer
 Rapport  Slice of Life
 Pleasantness  Jingle
 Believability  Interview
 Interest  Humour
 Distinctiveness  Combination
 Compulsion

Hansel D’Souza Advertising Management

 Production
Print Production
 Letter Press
 Offset Rotogravure
 Screen Printing

Hansel D’Souza Advertising Management

 Television Spot Production
Techniques
 Spokesperson
 Testimonial
 Demonstration
 Close-ups
 Story-line
 Slice of Life
 Customer Interview
 Vignettes & Situation
 Direct Product Comparison
 Stills & Artwork
 Humor
 Animation

Hansel D’Souza Advertising Management

 Script
 Simple, easy to pronounce and remember
 Be brief
 Think of words

Hansel D’Souza Advertising